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strategicmarketing overview5-YEAR PLAN: 2015-2020
Tourism markeTing DisTricT - tmd
visioNmissioNcoRE vALuEs
visioN | missioN | coRE vALuEs
To establish san Luis obispo county as a premiere central
coast tourism destination, and a leader in the california
tourism community.
visionvisioN
missioN
coRE vALuEs
visioN | missioN | coRE vALuEs
MISSIONincrease tourism revenue by positioning, branding, and
promoting san Luis obispo county as a preferred
destination for regional, national and global
visitors.
visioN
missioN
coRE vALuEs
visioN | missioN | coRE vALuEs
CORE VALUESvisioN
missioN
coRE vALuEs
Economic GrowthcollaborationintegrityLeadershipQuality of Life
5-YEAR PLAN2015-2020
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
goals
increase Demand of the SLO County Destination measured by increased TOT revenues, in concert with strategic and community partners.
increase Awareness of the SLO County Destination utilizing a suite of marketing tools, in concert with strategic and community partners.
1
2
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
objectives
Expand the visit san Luis obispo county brand to accelerate the destination’s competitiveness in california, reach new domestic markets and build upon key international markets to bolster tourism for the destination.
EXPAND
mANAGE
cREATE
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
objectives
manage the visit san Luis obispo county brand platform. Lead the integration of a countywide strategic plan working in concert with community partners to reduce duplication of programming, increase efficiency and maximize effectiveness of resources to increase overall reach.
EXPAND
mANAGE
cREATE
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
objectives
create industry resources (research, education, communication, etc.) backed by current data specific to san Luis obispo county to increase competitiveness against other county destinations. Leverage existing research to extrapolate county-specific information and identify key data points needed to support goals.
EXPAND
mANAGE
cREATE
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
STRATEGIES
Leverage key assets that are well known and unique in san Luis obispo county.
LEvERAGE
DEvELoP
WoRK
buiLD
iNTEGRATE
cREATE
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
STRATEGIES
Develop target audience niches, in addition to business and leisure travelers, positioning san Luis obispo county as the go-to destination.
LEvERAGE
DEvELoP
WoRK
buiLD
iNTEGRATE
cREATE
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
STRATEGIES
Work with tourism partners – hoteliers, wineries, transportation, community partners - to create top of mind awareness for san Luis obispo county bringing new opportunities for increased market share.
LEvERAGE
DEvELoP
WoRK
buiLD
iNTEGRATE
cREATE
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
STRATEGIES
build upon the marketing tool kit using innovative, technology driven tools and proactive public relations outreach to communicate unified messaging and inspirational brand appeal.
LEvERAGE
DEvELoP
WoRK
buiLD
iNTEGRATE
cREATE
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
STRATEGIES
integrate group and leisure sales outreach with shoulder-season promotions and film commission positioning to expand upon mid-week and off-season business.
LEvERAGE
DEvELoP
WoRK
buiLD
iNTEGRATE
cREATE
5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs
STRATEGIES
create a suite of industry resources — research, education and communication — to position visit sLo county as the tourism leader. Foster communication with tourism partners to create an established set of criteria and necessary data points to increase competitiveness.
LEvERAGE
DEvELoP
WoRK
buiLD
iNTEGRATE
cREATE
mARKETiNGLANDscAPE
cuLiNARY | coAsTAL | cuLTuRAL
TARGET AuDiENcEbusiNEss | LEisuRE
TARGET AUDIENCE
Airport
cal Poly
b-to-b
corporate/Group business
micE
smERF
United Airlines, US Airways
International Student Recruitment, Alumni/
Continuing Education; Industry Expert/Think Tanks
Wine, Tech, Government, Etc.
Wine Tourism Conference, Executive Retreats
Meetings, Incentives, Conferences And Exhibitions
Social, Military, Educational, Religious, Fraternal
TARGET AuDiENcEbusiNEss | LEisuRE
TARGET AUDIENCE
Wine
Family
Active Lifestyle
Romance
Dog-friendly
Tour & Travel
Tasting, Food & Wine
Recreation, Family Reunion/Group Sales
Aquatic, Biking, Hiking, Golf, Sports
Spa, Romantic Getaways, Weddings,
Destination Weddings/Group Sales
Outdoor, Wineries, Hotels
Bus, FIT (Foreign/Free Independent Traveler)
GEoGRAPHic TARGETscALiFoRNiA | DomEsTic | iNTERNATioNAL
california
Northern California
Central Valley
Southern California
GEoGRAPHic TARGETscALiFoRNiA | DomEsTic | iNTERNATioNAL
domesticLas vegas
Denver
Houston
New Yorkchicago
seattle
Phoenix
GEoGRAPHic TARGETscALiFoRNiA | DomEsTic | iNTERNATioNAL
international
Australia
chinajapan
France/Germany
canada uK/ireland
bRANDmANAGEmENT
bRAND mANAGEmENTsTRATEGic ALLiANcEs | iNDusTRY REsouRcEs | DiGiTAL mARKETiNG | EvENT mARKETiNG
mEDiA/PubLic RELATioNs | FiLm commissioN | GRouP AND LEisuRE sALEs | ADvERTisiNG/PRomoTioNs
strategic alliances
sTRATEGic ALLiANcEs
bRAND mANAGEmENTsTRATEGic ALLiANcEs | iNDusTRY REsouRcEs | DiGiTAL mARKETiNG | EvENT mARKETiNG
mEDiA/PubLic RELATioNs | FiLm commissioN | GRouP AND LEisuRE sALEs | ADvERTisiNG/PRomoTioNs
iNDusTRY REsouRcEsResearch Education Industry Communication
industry resources
bRAND mANAGEmENTsTRATEGic ALLiANcEs | iNDusTRY REsouRcEs | DiGiTAL mARKETiNG | EvENT mARKETiNG
mEDiA/PubLic RELATioNs | FiLm commissioN | GRouP AND LEisuRE sALEs | ADvERTisiNG/PRomoTioNs
digital marketing
DiGiTAL mARKETiNG
bRAND mANAGEmENTsTRATEGic ALLiANcEs | iNDusTRY REsouRcEs | DiGiTAL mARKETiNG | EvENT mARKETiNG
mEDiA/PubLic RELATioNs | FiLm commissioN | GRouP AND LEisuRE sALEs | ADvERTisiNG/PRomoTioNs
EvENT mARKETiNG
event marketing
bRAND mANAGEmENTsTRATEGic ALLiANcEs | iNDusTRY REsouRcEs | DiGiTAL mARKETiNG | EvENT mARKETiNG
mEDiA/PubLic RELATioNs | FiLm commissioN | GRouP AND LEisuRE sALEs | ADvERTisiNG/PRomoTioNs
mEDiA/PubLic RELATioNs
Proactive Public Relations | strategic Planning/Positional core messaging
Local media Kit/calendar (Platform) | Resource Library | consumer communications
media/public relations
bRAND mANAGEmENTsTRATEGic ALLiANcEs | iNDusTRY REsouRcEs | DiGiTAL mARKETiNG | EvENT mARKETiNG
mEDiA/PubLic RELATioNs | FiLm commissioN | GRouP AND LEisuRE sALEs | ADvERTisiNG/PRomoTioNs
FiLm commissioN
bRAND mANAGEmENTsTRATEGic ALLiANcEs | iNDusTRY REsouRcEs | DiGiTAL mARKETiNG | EvENT mARKETiNG
mEDiA/PubLic RELATioNs | FiLm commissioN | GRouP AND LEisuRE sALEs | ADvERTisiNG/PRomoTioNs
GRouP AND LEisuRE sALEs
group & leisure sales
conferences, Events & Trade shows | Association memberships/Partnerships
sales missions
bRAND mANAGEmENTsTRATEGic ALLiANcEs | iNDusTRY REsouRcEs | DiGiTAL mARKETiNG | EvENT mARKETiNG
mEDiA/PubLic RELATioNs | FiLm commissioN | GRouP AND LEisuRE sALEs | ADvERTisiNG/PRomoTioNs
ADvERTisiNGWeb | Social Media | Ad Co-ops
Visitor Guide | Radio | Print | TV
advertising/promotions
VISIT SAN LUIS OBISPO COUNTYCENTRAL COAST • CALIFORNIA
in CaliforniaPure Play*
A prime destination for wine lovers, San Luis Obispo County offers a delightful variety of tasting experiences.
With more than 230 wineries vinifying 40 different grape varieties, there is a vintage and venue to satisfy
every preference. Join us for pure play in wine country.
8 0 0 . 6 3 4 . 1 4 1 4 • v i s i t s a n l u i s o b i s p o c o u n t y.c o m
PRomoTioNsSeasonal Promos | Restaurant Month
Wine Month | Dog-Friendly Month
Farmers’ Markets | Holiday Guide
Annual Event Guide
1 COLOR AND SECONDARY ELEMENTS
Wine Star Awards COLOR logos
Badge CMYK
Badge RGBTrophy
© 2011 Wine Enthusiast Media, Inc. Wine Enthusiast Wine Star Awards are registered trademarks. All Rights Reserved.
TEAmsTRucTuRE
TEAm sTRucTuRE
Board of Directors
Event
Director
Marketing
Director
Executive Committee
CEO
team structureEvent
Coordinator
Marketing
CoordinatorOffice
Manager
buDGETALLocATioN
BUDGET ITEM CURRENT NEW % INCREASE
Industry Research & Resources . . . . . . . .$15,000 . . . . . . . . . . .$230,000 . . . . . . . . .1,430%
Digital Marketing . . . . . . . . . . . . . . . . . . . . . . . . .$231,690 . . . . . . . . . . .$450,000 . . . . . . . . . . . .94%
Event Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . $123,221 . . . . . . . . . . .$250,000 . . . . . . . . . . . 103%
Media/Public Relations . . . . . . . . . . . . . . . .$158,920 . . . . . . . . . . . $255,000 . . . . . . . . . . . . 57%
Film Commission . . . . . . . . . . . . . . . . . . . . . . . . . .$20,680 . . . . . . . . . . . . . $75,000 . . . . . . . . . . .275%
Group & Leisure Sales . . . . . . . . . . . . . . . . . . . .$140,186 . . . . . . . . . . .$350,000 . . . . . . . . . . . 149%
Association Memberships . . . . . . . . . . . . . . . .$9,000 . . . . . . . . . . . . . .$15,000 . . . . . . . . . . . . 67%
Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$26,500 . . . . . . . . $1,000,000 . . . . . . . . 3,673%
Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $13,750 . . . . . . . . . . . . . $75,000 . . . . . . . . . . 445%
G&A . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $154,355 . . . . . . . . . . .$300,000 . . . . . . . . . . . 194%
Member Relations . . . . . . . . . . . . . . . . . . . . . . . . .$46,757 . . . . . . . . . . . . . . . . .$0.00 . . . . . . . . . .-100%
TOTALS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$940,059 . . . . . . . .$3,000,000 . . . . . . . . . . . 219%
buDGET ALLocATioN
CURRENT
NEW
$3
,00
0,0
00
$9
40
,05
9
buDGET ALLocATioN
Advertising(Digital, Print,
Broadcast, etc.)
Digital Marketing
Event Marketing
Media/PublicRelations
FilmCommission
Group & Leisure Sales
Associations,Memberships& Partnerships
G&A
Promotions
Industry Research & Resources
33%
15%
8%
10%
8%9%
1%
3%
3%
12%
strategicmarketing overview5-YEAR PLAN: 2015-2020
Tourism markeTing DisTricT - tmd
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