2016 Destination Gettysburg Marketing Plan

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2016 Destination Gettysburg Marketing Plan Over the course of 2013 and early 2014, Destination Gettysburg established a 5-year strategic plan based on research conducted with key stakeholders both in and out of market. This marketing plan takes the strategy outlined and establishes concepts and tactics for year three of the plan. During the research phase, five key findings were established that help us create the basis of our plan:

1. The natural environment is an experiential asset 2. Connect the dots from past to present for the visitor 3. Overcome perceived barriers to travel with over communication 4. We must tell our story and deliver the story upon arrival 5. Gettysburg has brand value and is a gateway into delivering a broader, inclusive destination experience.

Also established were brand truths which are woven into execution: history is still a part of who we are and we are a place of unification. Meaningful storytelling is the platform of our communication and those stories must include our local community which is part and parcel of the brand. The core brand of Gettysburg is unification – it is a place where disparate truths can be explored and brought together through individual and collective stories and events. Through unification, the possibilities that exist for us - as individual, as a community and as a nation - can be realized. This is not just in reference to our history, but to our connections with our families, our friends, connections with our food and our farmers, and our personal well-being. This brand is woven through our messaging and underlying theme. Marketing Theme - My Gettysburg Repeatedly learned in our own research and in the current marketing environment, the way to connect with your audience is through stories. Gettysburg and Adams County have many stories to tell and many storytellers to assist us in telling these stories. Storytellers will include staff, members and their business stories, locals and visitors. As well, there will be times when we will reach back in history utilizing personal stories of soldiers and civilians to tell stories. These efforts will all keep in line with our redefined brand and research findings. Tactically, we will deploy #MyGettysburg as a page on our website, as a hashtag in our advertising, through organic videos. We will consider doing pop-ups at local events, which we will promote socially. As well, we will work to increase the stories from our businesses, group segment and meeting segment. The 2016 plan will be segmented by seasons and continue to incorporate our themes. These themes will be communicated through various tactical actions, paid, earned and owned. Appropriate hashtags will be used for all social promotions and will include #MyGettysburg, #GettysburgOutdoors, #tasteGettysburg, #GettysburgMemories, #HauntedGettysburg

o Winter: January-March: We will work to tell our winter story through connected with skiers, boarders and instructors at Liberty, using our B&Bs and unique lodging facilities to help tell the story of quiet romance getaway and incorporate the beauty of our history in a quiet to of our destination. Presidents Day falls in this time and we will look to incorporate ways that the Presidents have experienced our destination – not just Lincoln and Eisenhower, but others who have visited here at some time. Creative will include romantic getaways, outdoor rec and history.

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o Spring: March/April-May: We will focus on the beauty of Gettysburg in the spring to include outdoor recreation such as camping, golf, hiking and biking as well; spring bloom in the orchards, late spring will talk about pick-your-own berries (this carries in to early summer)

o Summer: June – August: Summer Vacations will be the main thrust of our campaign highlighting the various elements of our destination – history, shopping, outdoor rec, foodies and festivals. We will also celebrate the kick-off of farm market season.

o Fall: September-November: fall activities including festivals, farm markets, apple and pumpkin picking, fall foliage, events and hauntings, as well as outdoor rec will be covered.

o Holidays: November – December: we will focus on all events and general holiday/shopping appeal of Gettysburg Thanksgiving through New Year’s Day.

It will be key to have an underlying message of how Gettysburg connects people with the past, each other and creates personal connections with the place. Our plan for the consumer campaign will build out each season with the following pieces:

- Signature images– no more than five per theme - Video will be a large component of this campaign, expanding over 2015. We will incorporate a feature

video for each season that will roll out at the beginning of the period; additional videos will be incorporated with our blogs and other social media tools. These will highlight various stories and may include user submitted content. At minimum we will have a 15 second for pre-roll and instream video ads and a 30 for each season.

- In addition to print and radio, we will continue our digital campaign adding a component that will retarget to our opt-in database with the activity optimized to produce a conversion.

- Traditional media relations that will target niche and regional print publications as well as online publications and blog writers pitching theme-based story ideas. Pitching will take place in advance of the theme month with the attempt to secure stories during those theme months.

- We will also look at additional content campaigns with companies such as Madden Media, TripAdvisor, and other groups that will allow us to access high level influencers. We will also investigate hub portals that would allow us to curate content on our website.

- Blogs will spotlight specific components – weekly updates, some will be full bogs, some video blogs, and others will be top lists. We will engage with guest bloggers to generate third party credibility and additional exposure. We will use our social media tools and enewsletters to promote the blogs. As well, the website auto-populates blogs into related content sections for each theme.

- Social Media will utilize all channels (Facebook, Instagram, twitter, Pinterest and google+) to share our stories. As well, we will use these same channels to seek user-submitted content. Stories included will be member focused, visitor focused and experiential. Paid posts will be incorporated into Facebook and other platforms. Other concepts will be determined based on new options.

- All ads will focus on seasonal experiences highlighting are strengths of history, recreation, foodies and scenic countryside and incorporate social icons and hashtags

- Website feature content will be season and theme based. Each season will be highlighted on the homepage during the designated period. Throughout the year, all themes will have a dedicated landing page. All digital campaigns will direct clicks specifically to those dedicated landing pages.

- Based on resources, we will look to incorporate roadshow marketing in which we will look for opportunities in Baltimore, DC, Philadelphia and Pittsburgh to capture My Gettysburg stories.

- Additional packages and itineraries will be developed that fit within each season/theme that can be offered to visitors and groups.

- Member digital coops will be made available again in 2016 at the levels of $5,000 and $7,500. As well, we will offer coops in the PACOA directory, AAA and Rec News. An additional coop in GolfStyles Magazine is being explored.

- Destination Gettysburg will utilize up to three open storefronts to serve as billboards to promote return visits and connect with us socially, our app and our website.

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Goals The goal of the campaigns will be to increase traffic to social sites, our website, increase requests for visitor guides and interest in Gettysburg overall from all markets. Ultimately, our goal is to convert travelers. Analytics will allow us to track traffic. In addition, the following goals will be targeted as part of the overall strategic plan for year three:

1. Optimize the brand and measure awareness and perceptions through intercept and online studies 2. Continue to test creative via online A/B testing 3. Assess impact of demographic shift and adjust strategy accordingly based on results 4. Explore options for experiential/outdoor marketing 5. Continue to define asset mix (member and non-member) and work toward a community effort to

acquire needed assets and infrastructure 6. Continue to determine growth areas for membership based on existing member inventory 7. Research of a loyalty program, determine member interest 8. Review metrics to evaluate programs 9. Communicate results of repositioning, future efforts and economic impact of destination 10. Continue to develop and promote tools to assist member in telling the industry story 11. Review and recommended updates to dues structure – possibly based on base rate with increase

investment based on benefits required 12. Maintain effective educational program offering 13. Evaluate CTA and ACE educational programs 14. Evaluate staff structure, considering new position.

Tactical Outline for 2015 Consumer Marketing Campaign January - winter getaway Paid Media • Online lead generators will be live

• Homeschoolers Guide • small buy on washingtonpost.com will launch week two and run through Feb.

Social Media • Promos of packages and events • Two paid posts • #MyGettysburg features winter-themed stories/people

Blog • Minimum four posts – editorial will be snow activities, evenst, romance/winter getaway, food

Consumer Newsletters

• events in January and February • winter getaway itinerary • valentine/romance packages

February- winter getaway Paid Media • online lead generators

• continuation of washingtonpost.com campaign Social Media • Promos of packages and events

• Two paid posts • Video – My Gettysburg: 100th anniversary of the National Park

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Blog • Minimum four posts – editorial will be snow activities, event, presidential ties to Gettysburg

Consumer Newsletters

• events in February and March • Presidential getaway itinerary • Ski and stay packages

March – Spring Travel Paid Media • 1/3 page ad in DC Visitor Guide

• Full page ad in Harrisburg Magazine • Member co-op in PA State Travel Guide • Radio campaign using DC traffic, Hagerstown station and Radio PA • Digital campaign utilizing psychographics and Baltimore, Pittsburgh,

Philadelphia and DC demographics – both display and SEM • Online lead generators will be live

Social Media • Promos of packages, activities and events • Three paid posts • Video – spring travel – 15 second and 30 second • Authentic Adams County feature

Blog • Minimum four posts – editorial will be outdoor activities such as hiking, biking, golf; food/beer to tie in Firkin Fest; authentic Adams County story

Consumer Newsletters

• Events in March and April • Guys getaway itinerary/girlfriends getaway • Marathon/running events in Gettysburg throughout the year • Packages

April – Spring Travel Paid Media • 1/3 p in Arrive Magazine

• Full page ad in Harrisburg Magazine • 1/10 page ad in Great Vacation Getaway; includes online impressions • 1/3 page ad square in Pittsburgh Magazine • ½ page ad in Rec News • Radio campaign using Radio PA • Digital campaign utilizing psychographics and Baltimore, Pittsburgh,

Philadelphia and DC demographics – both display and SEM • Digital campaign will run on washingtonpost.com with a mobile point of entry

page • Online lead generators will be live

Social Media • Promos of packages, activities and events • Three paid posts • #MyGettysburg stories to tie into spring activities – ie student travel, ranger

for park 100th anniversary, Authentic Adams County Blog • Minimum four posts – editorial will be event driven, food related, small town

charm, recreation Consumer Newsletters

• Events in April and May • Spring activities in the agritourism offering • Packages • Authentic Adams County

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May – Spring Travel Paid Media • 1/6 page ad in Country Living Magazine

• 1/6 page ad in Good Housekeeping Magazine • 1/6 page ad in Women’s Day Magazine • ½ page in AAA World (4 regional issues); includes digital edition and online • 1/3 p in Arrive Magazine • 1/3 page ad square in Pittsburgh Magazine • ½ page in Whirl Magazine • Full page in summer issue of Homeschoolers Guide • Digital campaign utilizing psychographics and Baltimore, Pittsburgh,

Philadelphia and DC demographics – both display and SEM • Online lead generators will be live • Campaign on Washington.org (destination DC website)

Social Media • Promos of packages, activities and events • four paid posts • #MyGettysburg stories to tie into spring activities • Authentic Adams County – farm market kick-off

Blog • Minimum four posts – editorial will be bluegrass festival, outdoor rec, spring bloom, events, food

Consumer Newsletters

• Events in May and June • General Outdoor itineraries • Family travel • Authentic Adams County

June – Summer Travel Paid Media • Digital campaign utilizing psychographics and Baltimore, Pittsburgh,

Philadelphia and DC demographics – both display and SEM • Online lead generators will be live • Campaign on washingtonpost.com will being and run through the end of June • 1/3 page ad square in Pittsburgh Magazine • ½ page ad in Philadelphia Magazine • ½ page ad in Baltimore Magazine • Full page ad in Harrisburg Magazine • Full page in Good Housekeeping – DC, Cherry Hill/So. NJ/Columbus, OH • Full page in Redbook – DC, Cherry Hill/So. NJ/Columbus, OH • Full page in Women’s Day - DC, Cherry Hill/So. NJ/Columbus, OH • TripAdvisor Campaign through August • Content campaign with Madden Media • Radio continues

Social Media • Promos of packages, activities, itineraries and events, NPS 100th anniversary • four paid posts • Video – #MyGettysburg, family travel, history, summer travel • Authentic Adams County – family fun sites

Blog • Minimum four posts – editorial will be music in Gettysburg, family experiences, history, events, food/drink

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Consumer Newsletters

• Events in June and July – promo Civil War anniversary activities • Family friendly itineraries; NPS anniversary • Packages

July – Summer Travel Paid Media • Digital campaign utilizing psychographics and Baltimore, Pittsburgh,

Philadelphia and DC demographics – both display and SEM • Online lead generators will be live • ½ page in AAA World (4 regional issues); includes digital edition and online • ½ page in Whirl • Ads online & in print with Blue Ridge Parkway • TripAdvisor Campaign continues • Possible radio based on unsold inventory

Social Media • Civil war anniversary focus • Promos of packages, activities, itineraries, bike week, base ball • four paid posts • Video – My Gettysburg: family travel, anniversary

Blog • Minimum four posts – editorial will be package, living history encampment, history, events, family theme

Consumer Newsletters

• Events in July and August • MyGettysburg Feature • Packages • Authentic Adams County

August – Summer Travel Paid Media • Digital campaign utilizing psychographics and Baltimore, Philadelphia and DC

demographics – both display and SEM • Radio campaign using DC traffic, Hagerstown station and Radio PA • TripAdvisor campaign finishes up • Online lead generators will be live • Full page in Good Housekeeping – DC, Cherry Hill/So. NJ/Columbus, OH • Full page in Redbook – DC, Cherry Hill/So. NJ/Columbus, OH • Full page in Women’s Day - DC, Cherry Hill/So. NJ/Columbus, OH • 2-page spread - PACOA Coop • ½ page ad in Rec News • Campaign on washingtonpost.com will being and run through December

Social Media • Promos of packages, activities, itineraries and events – summer is still here • four paid posts • Video – My Gettysburg: restaurants, chefs, Authentic Adams County, farm

markets, events, Bluegrass Festival, South Mountain Fair, Brew Fest Blog • Minimum four posts – editorial will be package, foodie events, top food

items, restaurants, wines, ciders, beers Consumer Newsletters

• Events in August and September • Food • End of summer fun • Authentic Adams County

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September – Fall Travel Paid Media • Digital campaign utilizing psychographics and Baltimore, Pittsburgh,

Philadelphia and DC demographics – both display and SEM • Radio campaign on Radio PA • Online lead generators will be live • 1/3 page ad in Washington DC Visitor Guide • 1/3 p in Arrive Magazine • ½ page in AAA World (4 regional issues); includes digital edition and online • ½ page in Whirl Magazine • 1/3 page ad in Pittsburgh Magazine • ½ page ad in Philadelphia Magazine • ½ page in Baltimore Magazine • Campaign on washingtonpost.com continues through December

Social Media • Promos of packages, activities, itineraries and events • four paid posts • Video – My Gettysburg: restaurants, chefs, food tours, farm markets, events

Blog • Minimum four posts – editorial will be package, foodie events, top food items, restaurants, wines, ciders, beers

Consumer Newsletters

• Events in September and October • Food, outdoor rec • Wine & Music Fest, WWII weekend, Apple Harvest promo • Authentic Adams County

October – Fall Travel Paid Media • Digital campaign utilizing psychographics and Baltimore, Philadelphia and DC

demographics – both display and SEM • 1/6 page ad in Good Housekeeping Magazine • 1/6 page ad in Country Living Magazine • 1/6 page ad in Women’s Day Magazine • Full page in Harrisburg Magazine • ½ page ad in Recreation News • 1/3 p in Arrive Magazine • Online lead generators will be live • Two-page spread in GolfStyles Magazine destination planning guide • Campaign on washingtonpost.com will run through December

Social Media • Promos of packages, activities, itineraries and events • four paid posts • Video – My Gettysburg: fall foliage, ghost tours/stories, ghost guides, farm

markets, corn maze Blog • Minimum four posts – editorial will be fall foliage, ghost tours/stories, ghost

guides, farm markets, corn maze, Apple Harvest Consumer Newsletters

• Events in October and November • Ghost stories and fall activities, outdoor rec, foodies • Authentic Adams County • Packages

November - Reconnecting

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Paid Media • Online lead generators will be live • Digital campaign utilizing psychographics and Baltimore, Philadelphia and DC

demographics – both display and SEM • 1/2 page ad in Recreation News • Campaign on washingtonpost.com will run through December

Social Media • Promos of packages, activities, itineraries and events • four paid posts • Video – My Gettysburg: Remembrance Day, Dedication Day, Lincoln, fall

activities, kick off of holidays Blog • Minimum four posts – Remembrance Day, Dedication Day, Lincoln, preparing

for the holidays Consumer Newsletters

• Events in November and December • Lincoln Itinerary, Holiday events, food • Authentic Adams County • Packages

December - Reconnecting Paid Media • Online lead generators will be live

• Digital campaign utilizing psychographics and Baltimore, Philadelphia and DC demographics – both display and SEM

• Washingtonpost.com mobile point of entry • Full page ad in Harrisburg Magazine

Social Media • Promos of packages, activities, itineraries and events • four paid posts • Video – My Gettysburg: holiday events, shopping, wintery scenes of

battlefield and town Blog • Minimum four posts – holiday events, shopping excursions, small town

celebrations, New Year’s Eve activities. Consumer Newsletters

• Events in December and January • Holiday events, outdoor snow activities • Authentic Adams County • Packages

• Online lead generators include: travelguidesfree.com, travelinformation.com, pavisnet.com and

civilwartraveler.com • Brochure services will be contracted with Anderson to reach consumers as camping and travel shows as

well as a placement in the PATT Brochure File Folder distributed to AAA offices and PA On Display. • Advertising in the Blue Ridge Summit Planner and website will also generate ongoing leads • A small ad will be placed on the Discovery Map to promote our Visitor Information Location • Giveaways will be developed for all departments to use to promote the brand and the My Gettysburg

campaign • Photography and video will be capture throughout the year for supporting materials in the consumer

segment and meeting segment. • A custom page will be maintained on videoglobetrotter.com • Efforts will be made through all marketing channels to promote our new My Gettysburg app which will

launch at the end of 2015.

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Media and Public Relations Our media relations efforts this year will focus seasonally, incorporating various stories. These stories will capture various elements of our destination. A limited number of ideas will be presented to be sure our efforts are impactful. Each focus will address various members, events and activities.

Winter Getaways This theme will concentrate on outdoor recreation at Liberty Mountain Resort, as well as weekend getaways featuring restaurants and accommodations. Because of the lack of events happening in January and February, there will be additional focus on weekends that provide great travel opportunity such as Valentine’s Day Weekend or President’s Day Weekend, perhaps event Martin Luther King Jr. Weekend, but will remain targeted toward outdoor adventure or a cozy winter getaway. Recreation and Rejuvenation This year-long theme will focus on getting outdoors, enjoying nature and rejuvenating. While highly concentrated on outdoor activities such as hiking, biking, camping, golf and horseback riding, this theme will also include such events and activities such as running races, and smaller walks/hikes on the Gettysburg battlefield or through the town. Holidays In an effort to grow visitation during the holiday season, especially surrounding the relatively new “A Christmas Carol,” Destination Gettysburg will develop a long-lead pitch to concentrate on events and experiences from Thanksgiving Day through New Year’s Day. Also, media efforts will look closely at promoting overnight package deals during this time to emphasize the town as a holiday getaway rather than a shopping trip or short visit to see a performance. New in 2016, will be an attempt to pitch Gettysburg as a great place to cut a Christmas tree as part of a weekend getaway, which would otherwise include an overnight stay, dining, shopping and events. Food This is perhaps our strongest pitch of the year, first, because it already has great momentum coming off 2015, and secondly because Destination Gettysburg can approach it through a variety of angles. There will be a great emphasis on farm-to-table, new restaurants and hard cider. Destination Gettysburg will plan two culinary media tours in 2016 – in spring and fall. Autumn This theme, in which pitching will begin in early summer, will focus on fall foliage, fall harvest, apple country, haunted experiences and autumn events. Emphasis will be highlighting experiences immediately following Labor Day Weekend through early November. Small-Town Gettysburg This relatively new media approach will target on Gettysburg’s small-town charm, but impressive culture that features great food, shopping, entertainment and lodging. This pitch will target more of the essences of Downtown Gettysburg more so than specific stops/attractions. This theme can be carried out throughout the entire year, especially when blended with the holidays. Authentic Adams County This theme is new to Destination Gettysburg and 2016 will be a year in which the pitch is introduced for the first time to media – at least in this fashion. Emphasis will be on the experiences that make Adams County special – whether that be the farm markets and orchards, attractions, restaurants and guest cottages or events that take place in the county. NPS 100th Destination Gettysburg will pitch Gettysburg National Military Park, as well as other NPS locations, to the media as part of the 100th Anniversary of the National Park Service.

In addition to pitching stories through direct communication with journalists, we will also utilize media conferences to reach new outlets. We plan to attend MATPRA Media Marketplace, IPW and Travel Media Association of Canada. We will also host media familiarization tours, both individual and group tours. Effort will be made in 2016 to establish deskside visits and attend a media mission with the PA Tourism Office.

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While a large percentage of media relations efforts will focus on promoting the destination, efforts will also be made on communicating the power of tourism on the Adams County community. One avenue will be the use of gettysburgtourismworks.com. Marketing will be done to drive traffic to the site through digital promotions, print advertising, editorials in local publications and member communication. The site will be updated regularly with new blog content, research, advertising examples, and faces of tourism profiles, business profiles and job postings. Traffic since the launch of the site continues to increase. Tourism Week (May 1-7) will highlight to the community the impact of tourism through a variety of efforts. Included in those efforts are a Power of Tourism luncheon, a community picnic with WGTY remote, distribution of cookies to the local police force as a thank you and regular articles in the local publications. These events will be promoted to members and area businesses. 2016 Group Tour Sales & Marketing As part of the ongoing goals of reaching more decision makers, most often a group leader, Destination Gettysburg will focus on activities and incentives to drive more interaction with this group. One way we will engage more closely with group leaders will be to increase the number of FAMs and site visits conducted. Much like the consumer efforts, we will focus on a 300 mile radius. We will reconnect with leads from sales missions and industry shows. We will work to conduct an operator FAM at the beginning of August and a Group Leader FAM. The goal will be to convert day trips to overnights. Both FAMs will be promoted through eblasts, hard copy invites and individual follow-up. Invitations will be distributed at ABA and NTA. In addition, we will be hosting FAMS for the PA Bus Annual Meeting in June and working towards a teacher FAM in conjunction with the National Council for the Social Studies. For those who may not be inclined immediately to travel for a FAM, we will implement the concept of a FAM in a box. We will target these to tour operators who are sending limited or no business to the destination. Objects that bring the destination to life will be sent as well as creative itineraries. The call to action will be to schedule a site visit and convert to booking. We will target two 1-day sales missions to reach the PA and MD areas and two multi-day missions to reach VA and NY/NJ. The goal will be to include members on the multi-day sales mission. Opportunities for regional sales missions with our partners in Destination DC and other PA DMOs will also be considered. To increase our reach in the student market, we will implement a teacher newsletter, securing sign-ups at teacher shows and through our website. Those who sign up will be entered to win a classroom gift to be determined. We will also use this list to survey respondents regarding whether they brought a class to visit, what grades traveled, what activities they took part in and if they did not come, why. This will be used for both Maryland Council of the Social Studies and the National Council for Social Studies. Efforts will be put in place to track new and overnight business. The postcard program established in 2014 will be brought back. A quarterly mailer will be sent to our database. The call to action will be to book a group. Those who book a new group overnight will be given a gift from Destination Gettysburg. We will also offer a Greeter and Gift program for overnight groups. Each overnight group that contacts us will be greeted by our staff and given a free gift (while supplies last). This program will be promoted through our newsletter, follow ups and our website. In addition, the following shows and sales missions will be conducted to create direct relationships with tour operators and group leaders. Following each activity, an electronic or hard copy communication is directed to

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those met with to enforce discussions during appointments. Each quarter, another type of communication is conducted to learn more about bookings and intentions. As well, a quarterly enewsletter is sent to any opt-in subscribers.

Jan 9-12 ABA Louisville, KY Jan 31-Feb. 4 NTA Atlanta, GA March 30 PBA Marketplace Lancaster, PA March 31 MD Bus Marketplace Lancaster, PA June 20-23 PBA Annual Meeting Gettysburg, PA Aug 19-23 SYTA Orlando, FL Sept. 13-14 Destinations Group Travel Show Saratoga Springs, NY October 1-2 Great Day! Independence, OH October Maryland Council of Social Studies TBD Oct 30 - Nov 2 OMCA Niagara Falls November NJ Group Leader Show Atlantic City, NJ Dec. 2-4 National Council for Social Studies Washington, DC

2016 Meetings Market Sales & Marketing Destination Gettysburg will be continue to put a larger focus on the Meetings Market for 2016. Our target are meetings mid-week, ranging from 20-500 attendees and peak room nights of 15-200 rooms. We plan to target various markets, including associations, corporations and specialty groups. Our strategy of participation in various associations will continue. We will maintain our memberships with the Middle Pennsylvania and Potomac Chapters of MPI. Jenny will continue serving on the MPMPI Education committee, and look to join a committee of the Potomac Chapter. We will also join Philadelphia chapter, attending regular events to network with planners for all chapters. We will utilize the membership lists for sales calls and e-blast communications to entice site-visits and bookings. Our membership will also allow us to attend MACE! – Potomac Chapter’s annual marketplace and education summit. Participate with appointment exchange. As well, we will attend WEC (World Education Congress). This is MPI’s annual education event, along with a hosted buyer portion which allows for business appointments with meeting planners. We will invest as a Bronze Partner with MPMPI, which includes an ad with logo on MPMPI website home page with link to your firm the year of your partnership, one e-newsletter mention, one complimentary registration to a monthly meeting, one email ad mention to members sent by MPMPI Member Outreach Committee and one complimentary MPMPI membership for one year. Destination Gettysburg will continue membership with PASAE. Jenny will look to join a committee to better network with members and continue to attend regular education/networking events. We will use membership list for sales calls and e-blast communications. We will attend annual education summit and expo and invite our members to participate with a booth-share. At the show, we will have a give-away item to highlight Gettysburg and our meeting offerings (Leadership program, unique venue reception, etc) in order to collect names. We will invest as an Annual Partner that includes PASAE membership dues, website Hot link to our company on the PASAE website all year, a listing on PASAE website as well as an ad in Advance! Magazine, and noted as a

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sponsor for a Professional Development Session. The sponsorship also includes registration and sponsor recognition for the Educational Summit & Expo and the Summer Outing and registration for the Foundation Fundraising event. Again in 2016, we will host a one-day Harrisburg-area Planner FAM. We will invite meetings planners from Harrisburg area to Gettysburg for a day of site-visits. We would provide the transportation to/from the Harrisburg region. Would include a progressive facility tour of Gettysburg that would include conference facilities and unique venues. Members will have the opportunity to participate in a networking/expo opportunity at lunch or reception. A two-day overnight Planner FAM will be hosted. We will invite qualified meetings planners from our database to Gettysburg for a two-day/one-night FAM. We would provide all expenses once in Gettysburg. If they meet a higher standard of qualifications we will also pay for their transportation to Gettysburg. The event would include a progressive facility tour of Gettysburg that would include conference facilities and unique venues/activities. Members will have the opportunity to participate in a networking/expo opportunity at lunch or reception. Additionally, we will offer individual site-visits for planners. When fitting, Destination Gettysburg will help cover travel expenses. To help increase new business, we will continue to offer incentive programs. 2015 Incentive Programs will be evaluated. After evaluation, some programs will remain while others will be substituted for new offers. Members will be included with this process. As with past incentives, these programs will have qualifications in terms of days of week, number of rooms booked, booking timeline and actualization date. Pre-scheduled bi-weekly calls to meeting planners will be conducted. Areas of focus will be Harrisburg, I-270 Corridor, DC and Philadelphia. These in market visits will include taking a planner to lunch each time.

Much like the 2015 event, we will create at least one out-of-market networking event in 2016 for members to participate. We will also work with regional DMOs to create one to two events (one stand-alone event and possibly one in conjunction with Connect marketplace). We will invite planners to a reception/lunch/dinner at inviting location. Time for networking, as well as presentation on Destination Gettysburg and from participating members. The event will include an incentive for booking a qualified meeting in Adams County as result.

We will increase our print advertising for the meeting market in 2016. We will go from 3 advertisements in Mid-Atlantic Events to 4 issues, from 1 issue of Small Market Meetings to 2 issues, as well incorporating the Central Penn Magazine Meeting Planner guide. The ad in Mid-Atlantic Magazine will be a half-page Co-op program with members. We will look to place in January/February, May/June, Sept/Oct and Nov/Dec. The Small Markets Meeting Magazine ad will also be a co-op program with members. We will place a half-page ad in March and September. The Central Penn Meeting and Event Planner will provide a co-op program for members. We will continue to utilize Twitter and LinkedIn to promote meetings in Gettysburg. We will also utilize free listings of agents on third-party planner sites (HelmsBriscoe, ConferenceDirect, etc) to acquire meeting planner information to use for promotional purposes. Our enewsletter will also continue to serve as a follow-up/relationship builder with our database of planners.

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In addition to the association programs listed above (MACE, WEC, PASAE Summit), Destination Gettysburg will participate with the following tradeshows to meet with industry planners. CONNECT Part of Collinson Media, CONNECT will offer two separate marketplace programs, during the same dates in Grapevine, TX. Destination Gettysburg plans to participate with the Association and Corporate marketplaces. Small Market Meetings Destination Gettysburg will participate with this show for the first time, promoting the destination to planners specifically looking for smaller destinations. 2016 International Marketing Campaign While international is approximately 3% of overall visitation, it is shown through research that the expenditure of the traveler is higher than that of the domestic traveler. For this reason, we continue to market to the international traveler, positioning Gettysburg as a destination to include in a visit to the east coast. Five primary avenues are used to reach the international traveler. Destination Gettysburg will continue to attend IPW, being held May 31-June 4, in Orlando in 2015. This appointment based show allows the destination to meet one-on-one with international representatives seeking information on FITs and general destinations. Will work with other PA Destinations for booth design, to enhance the Pennsylvania cohesiveness and feel in our tradeshow aisle. Follow-up will include customized emails with destination information, and completed within 3 weeks of return from show. This show also allows us to be represented in the media marketplace. Working to pitch and host international journalists is a key effort in this market to drive awareness to the consumer level. Destination Gettysburg will also be represented at the North American Journeys East Receptive Tour Operator Show held in May in New York City. The investment in this show also includes representation on the association’s web portal. Follow-up will include customized emails with destination information, and completed within 3 weeks of return from show. Destination Gettysburg will again be represented on the Pennsylvania state page in the Brand USA Inspiration Guide. We will look to add a UK Sales Mission, California Sales Mission and New York Sales Mission to our efforts in 2016. Destination Gettysburg will work in conjunction with other PA DMOs to promote the state to UK Tour Operators and Media. Events will be hosted in conjunction with the state tourism office. Target timeframe is May. Destination Gettysburg will work in conjunction with other PA DMOs to promote the state to California-based receptive tour operators. Target timeframe is July. Destination Gettysburg will perform sales calls to individual receptive operators in New York City. To prove the ROI of our marketing efforts, Destination Gettysburg will also continue to invest as a Pennsylvania partner in the Visa Vue reports. Tactical Outline for 2015 Membership Education, Retention and Recruitment In order to tell the My Gettysburg story, we must work hard to education members and recruit a more robust mixture of businesses. In addition to enhancing current communications, including mailers, membership kits and travel talk, Destination Gettysburg will host the following activities.

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January 13 Lodging Member presentation Educational session on lodging tax and exemptions

January 19 Coffee with Norris Small discussion overviewing industry trends, local topics, and Destination Gettysburg efforts.

February 11 Tourism Summit Full day educational session March 15 Annual Dinner Liberty Mountain Resort April 5 Brochure Swap Opportunity for members to learn more

about each other and exchange brochures

May 1-7 Tourism Week- Wrap Run in paper Working with Gettysburg Times to secure feature on the tourism industry during tourism week. Outlines our organization and industry and the impact on Adams County

May 26 Membership Boost Luncheon Overview lunch of member benefits, opportunities and refresher on use of website and marketing materials

July 12 Cocktails with Norris Small discussion overviewing industry trends, local topics, and Destination Gettysburg efforts.

August 23 Educational Session TBD September 21 End of Summer Social Networking party; also allows

Destination Gettysburg to thank our members for their continued support.

October 26 Cookies with Norris Small discussion overviewing industry trends, local topics, and Destination Gettysburg efforts.

November 9 Educational Session TBD December Thankful Thursday Holiday Gathering Networking party; sharing of holiday

cheer. It is also important that we continue to train the Destination Gettysburg staff on members and their offerings. Throughout the year, both administrative staff and visitor services staff will visit member properties to learn more, first hand, of the opportunities. Administrative staff will also make county-wide visits to learn about overall experiences, potential members and tourism product infrastructure needs. Destination Gettysburg will develop and distribute materials to engage members in the My Gettysburg Campaign, group tour and meeting initiatives. In addition to paid co-ops, which will be promoted in more dedicated channels than in the past, we will also provide free materials and education.