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2017 Destination Marketing,
Sales & Services Plan
1901 S Oneida Street, Green Bay, WI 54304
www.greenbay.com - [email protected]
920-494-9507
Plan Outline
Three Year Strategic Destination Direction .
Destination and DMO 2025 Visions
DMO Mission, Strategic Focus and Goals
Current Tourism Situation .
National and State of Wisconsin Travel Trends and Implications
Destination Challenges and Priority Initiatives
Critical Factors for Continued Greater Green Bay Tourism Growth and DMO Success
Destination Marketing, Sales and Services .
Goal
Target Markets
Marketing Communications Support Action Plan
Agriculture
Association, Corporate, Government, Religious & SMERF Meetings
Tribal/Native American
Sports Events
Group Tours
Outdoor Recreation Leisure Travel
Arts and Cultural Heritage Leisure Travel
Culinary Leisure Travel
Leisure Travel
Green Bay Packers Fans
Visiting Friends and Relatives and Pass-Thru Travel Action Plan
Destination Development .
Goal
Target Projects
Development Action Plan
DMO Community Relations .
Goal
Target Audiences
Community Relations Action Plan
DMO Finance and Administration .
Goal
Target Audiences
Funding/Administration Action Plan
2017 DMO Budget Allocation .
Three Year Strategic Destination Direction
The enclosed 2017 Destination Marketing, Sales & Services Plan for Greater
Green Bay is aligned to the strategic direction and priority initiatives identified in
the 2017–2019 Greater Green Bay Strategic Destination Plan with advice
received from more than 75 community/visitor industry leaders and Greater
Green Bay CVB board, management and staff. This plan details the annual
program of work based on the agreed-to destination and destination marketing
organization (DMO) visions, mission and long-term goals.
A summary of the agreed-to strategic direction follows.
Destination and DMO 2025 Visions
Greater Green Bay, with its legendary professional football team and unique
waterfront communities, is a year-round and family friendly visitor destination
offering diverse entertainment areas and attractions centered on conventions,
sports and special events, arts and cultural heritage and recreational travel.
The Greater Green Bay Convention & Visitors Bureau is the recognized
destination leader in the development and marketing of the Greater Green Bay
brand.
DMO Mission and Strategic Goals
The Greater Green Bay Convention & Visitors Bureau is the regional destination
marketing organization committed to improving the visitor experience and
increasing the economic impact of tourism to its communities in order to
enhance the quality of life for all residents.
Destination Marketing, Sales and Services
To market, promote and service the Greater Green Bay destination and partners
through strategies enhancing the awareness and conversion in all targeted
markets.
Destination Development
To be a supporter and facilitator of industry and infrastructure product for the
proper development of the destination experience.
DMO Community Relations
To communicate the benefits of tourism and the value of the Greater Green Bay
CVB to community stakeholders.
DMO Finance and Administration
To be a financially viable, accountable and partner-based organization with a
professional staff.
Current Tourism Situation
Various economic and travel trends will affect the marketing direction and
performance of the Greater Green Bay CVB. Ten major national and state travel
trends have been identified with implications for Greater Green Bay destination
marketing and sales strategies and programs. From the strategic destination
planning undertaken, six key prioritized challenges have also been determined
along with 17 priority initiatives to be enacted over three years.
National and State of Wisconsin Travel Trends and Implications
Trend Implications
1. More resourceful and sophisticated leisure
traveler – leisure travel expected to grow
1.6% in 2017
Increased amount of web-driven
decision makers - mobile being used
more regularly – must be mobile friendly
Further decisions based on discounts
and value-added benefits
2. Shared Economy becoming major change
agent in how people travel
AirBNB, VRBO, HomeAway, etc.
becoming major players in overnight
accommodations creating safety and
room tax issues
Continuing to grow into new areas such
as food services, special experiences,
guide services, etc.
3. WACVB and Wisconsin Department of
Tourism Development entering new
agreement to work collaboratively in sports
and meetings/convention markets
Additional marketing increasing the
awareness of Wisconsin as a destination
Increasing competition from cities
throughout Wisconsin that were not
previously in these markets
New opportunities to partner and
collaborate
4. Enhanced experience-based leisure travel
with top focus on VFR and family trips
Highlighting of family and peer group
vacation activities
More emphasis on emotionally-laden
experiential travel stories
5. Increased use of integrated content and
social media as a trusted information
source, high level of trust in information
from local tourism office
Social media major travel influencer of
vacation choices
Large social media presence on
destination websites
Trend Implications
6. Stronger participation in outdoor activities
(river/lake, camping, hiking, biking, etc.)
New outdoor opportunities
development – adventure park, trail
system, etc.
Increased outdoor recreation and
adventure travel promotions
7. Continued strong growth in international
travel through key gateway cities (Chicago
and Minneapolis/Saint Paul) – International
arrivals expected to grow 3.7% in 2017
Build off from Wisconsin Department of
Tourism Development and Great Lakes
sales and marketing efforts
Partner with Oneida Nation, Green Bay
Packers and Door County
8. More attention to mobile “smart phone”
marketing
Increased amount of mobile-driven
decision makers
More travel information received
and/or booked through mobile devices
9. Business travel to grow slightly (.5%) in 2017 Continue to promote and service both
meetings and individual corporate
business travel with hotel partners
Opportunity to meet the needs of the
combined business-leisure travel market
10. Increased marketing partnership with
Wisconsin Department of Tourism
Participation in Wisconsin Supper Club
and Dog Friendly promotions
Ongoing visitor-friendly, linked and
accountable destination website
development
11. Stabilized gasoline prices, aging population
and Wisconsin destination appeal
Further marketing in-state and to
adjacent states/origin city markets
Baby boomer and identified age cohort
higher discretionary income marketing
focus
Sources: 2016 Portrait of American Travelers, Destination Analysts Inc. July 2016
The State of the American Traveler, US Travel Forecast and Wisconsin
Department of Tourism various research reports.
Destination Challenges and Priority Initiatives
1. To design marketing strategies that embrace new technologies that reach
out to specific target markets using the budget available.
2. To educate the general public, local leaders and state officials about the
importance of tourism.
3. To determine the best way to work with the shared economy (AirBNB, UBER,
etc.)
4. To agree on a consistent Greater Green Bay community/destination brand.
5. To decide how the DMO participates in and supports new visitor product
development.
6. To find an appropriate location for an official Greater Green Bay visitor
center.
7. To continue to find additional and stable funding sources for DMO activities.
Key Initiatives 2017 2018 2019
Destination Marketing, Sales and Services
Continued investment in website, social media and database
marketing programming
Execution of a targeted destination marketing and sales plan
Agreement on a consistent community/destination and allied
DMO brand identity, positioning and messaging using new
development (Titletown District, Uptown District, etc.)
Local convention leads programming expansion
Development of new meetings and sports websites
Implementation of a multiyear visitor market research program
DMO Community Relations
Increased local media tourism programming
Proactive stakeholders communications plan – Tourism Talk
DMO annual report
Destination Development
Tourism product development master plan setup
Well-located Greater Green Bay Visitor Center development
Secure funding for Greater Green Bay Visitor Center
Grow Greater Green Bay branded Tourism Insider Program (sales
and service training program)
DMO Finance and Administration
Funding alternatives strategy development
DMO performance measurement scorecard compilation
DMO international accreditation compliance
Not-for-profit 501(c)3 organization
Completed In Process Not Completed
2017 Destination Marketing, Sales & Services Plan 1
Greater Green Bay Convention & Visitors Bureau .
Critical Factors for Greater Green Bay Tourism and DMO Continued Success
Strong and engaged Board of
Directors and executive leadership
Creative and entrepreneurial
professional staff
Focus on targeted
convention/meeting business,
including new KI Convention Center
expansion
Focus on sports event market
Focus on marketing technology
capabilities (digital, social, targeted)
Focus on specialized niche leisure
markets
Development of state-of-the-art visitor
education center
Communications with tourism partners
and other stakeholders
Stronger relationship with the
Wisconsin Department of Tourism
Adherence to achievable and
accountable DMO program returns
and reporting
Full implementation of an agreed-to
strategic destination plan
Diversified destination marketing
funding options
Destination Marketing and Sales
The annual focus of the Greater Green Bay CVB in this strategic goal attainment is to
drive more visitors to Greater Green Bay and partnering communities through an overall
destination marketing communications support effort and a twelve target market
strategy approach. The key marketing support and targeted sales/services strategies
with action plans follow.
Goal
To increase the awareness of the Greater Green Bay visitor experience by target market
through effective sales and marketing strategies.
Target Markets
Agriculture
Association, Corporate, Government, Religious & SMERF Meetings/Conventions
International
Sports Events
Tribal/Native American
2017 Destination Marketing, Sales & Services Plan 2
Greater Green Bay Convention & Visitors Bureau .
Group Tours
Outdoor Recreation Leisure Travel
Golf Enthusiasts
Arts and Cultural Heritage Leisure Travel
Culinary Leisure Travel
Leisure Travel
Green Bay Packers Fans
Visiting Friends and Relatives and Pass-Thru Leisure Travel
Marketing Communications Support
The specific activity support to the overall Greater Green Bay destination marketing effort
is detailed as follows.
Marketing Communications Support Action Plan
Action Plan
2017
Q1 Q2 Q3 Q4
Implementation of annual destination marketing, sales and services plan
Execution of target market/audience strategies and action plans
Development of online special interest/niche travel itineraries
Implementation of integrated promotional campaigns to top drive-in
markets
Utilization of destination/Greater Green Bay brand platform including key
messaging
Ongoing promotional collateral user needs assessment
Market new destination website with social media and mobile features
Effective use of opt-in electronic newsletters for all marketing channels
Continued targeted database development and related e-
communications through new iDSS software
2017 Destination Marketing, Sales & Services Plan 3
Greater Green Bay Convention & Visitors Bureau .
Development of effective visitor guide and map as marketing, sales and
services collateral piece
Grown distribution routes for Visitor Guide in Wisconsin and N. Illinois
Continue to develop and grow a successful travel journalist strategy
that generates earned media to market Greater Green Bay brand
Use Discover Wisconsin partnership to market through all available
DW channels
Market Calendar of Events through all channels
Measurable Objectives
Promotional/advertising inquiry response rates
Website statistical analysis
Increased social media numbers
Email database reaches 120,000 leisure traveler contacts
Earned media article and advertising equivalent totals
2017 Destination Marketing, Sales & Services Plan 4
Greater Green Bay Convention & Visitors Bureau .
Agriculture
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Kewaunee County will host Wisconsin’s Farm Technology Days July 11-13, 2017
Brown County and Kewaunee County have dairy farms that are available for touring
Brown County and Kewaunee County have wineries/vineyards that are available for
touring
Area cheese factories and stores provide an excellent product and can also provide
an educational component for tour groups, travel writers and individual travelers
Many restaurants now offer “farm-to-table” experiences
Messaging
Wisconsin is branded as “America’s Dairyland” or the “Dairy State” and has a
longstanding image as a dairy producing state
Greater Green Bay can provide several experiential opportunities
Proximity to town centers makes it easy to enjoy both rural agriculture and city
amenities
Oneida Nation – Buffalo and Tsyunhehkw Certified Organic Farm
Great products (“award-winning wines and cheese”, etc.)
Farmers Markets feature many locally grown products
The Cannery offers Public Market and “farm-to-table” educational and dining
opportunity
2017
Action Plan Q1 Q2 Q3 Q4
Marketing Activities
Agritourism sell sheet for the motorcoach tour market
Use social media tools to promote farmers markets, farm-to-table
opportunities
2017 Destination Marketing, Sales & Services Plan 5
Greater Green Bay Convention & Visitors Bureau .
Market Greater Green Bay as a location to stay when attending
Farm Technology Days through social media and targeted
advertising buys (WI State Farmer magazine, etc.)
Sales Activities
Telemarketing and direct sales to convention and group travel
markets
Membership in Circle Wisconsin
Membership in Wisconsin Agricultural Tourism Association
Membership in MPI and ASAE
Develop new tradeshow material and attend show(s) attended by
agricultural market planners
Promote opportunities to agritourism group leaders at the 2017 BiG
Conference and Agritourism Summit
Evaluate potential agritourism tradeshows
Services Activities
Provide all CVB services as outlined in the CVB Services Directory
Provide visitor services at Farm Technology Days with on-site Mobile
Visitor Center and Golf Car.
Measurable Objectives
Included in total leads and potential leads goals
Included in total event services goals
2017 Destination Marketing, Sales & Services Plan 6
Greater Green Bay Convention & Visitors Bureau .
Association, Corporate, Government, Religious & SMERF Meetings
The Greater Green Bay CVB will deploy the following detailed strategy and activities for
this targeted market segment.
Positioning
Expanded KI Convention Center provides first-class, new convention and meeting
space
Addition of four star hotel accommodations opens new opportunities
Development of new Titletown District
Unique meeting venues such as Lambeau Field, National Railroad Museum, Green Bay
Botanical Gardens, Automobile Gallery, etc.
National headquarters for a number of companies.
St. Norbert Abbey, St. Francis Xavier Cathedral and Shrine of Our Lady of Good Help
Medical community is a major sector of local economy – four major hospitals and
Veterans Administration Clinic – Medical College of Wisconsin and Bellin College
Several higher learning institutions including the University of Wisconsin – Green Bay,
St. Norbert College and Northeast Wisconsin Technical College
Located near two maritime museums and four shipbuilders
Airport accessibility for attendees and speakers
Easy highway access for attendees and speakers after completion of I-41 construction
project
Strong community name recognition
Hotel variety (a number offer government rates)
Messaging
New and updated convention center with riverfront view
Connected overflow hotel – variety of lodging options within walking distance of the KI
Convention Center
Unique meeting venues, including Resch Center for large group events
New four star properties being developed – Lodge Kohler and Hotel Northland
2017 Destination Marketing, Sales & Services Plan 7
Greater Green Bay Convention & Visitors Bureau .
Considerable new development at attractions and venues throughout Greater Green
Bay
Due to Green Bay Packers, known destination that is desirable and will help to drive
attendance at event
Supportive and accessible local government
Only Vatican-designated Marian Shrine in the United States now recognized as a
National Shrine
Home to four major hospitals, a veterans administration clinic and several medical
schools
Hub for higher education with several colleges and nearly 50,000 students
Tremendous maritime history with museums and shipbuilding – great place for military
reunions
Affordable and safe, easy parking
Easily accessible via Green Bay International Airport and outstanding interstate
highway system
Complimentary services
Variety of extra-curricular activities available in area
Support of the Brown County Professional Stadium District
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Targeted online advertising for meetingreenbay.com
Social media targeted ads to planners
Targeted print advertising
Direct mail – niche markets
Meeting planner e-newsletter
Market KI Convention Center website
MPI Chicago print and online ads
2017 Destination Marketing, Sales & Services Plan 8
Greater Green Bay Convention & Visitors Bureau .
Meetings journalist familiarization tour
Maintain relationships with meetings publication editors and writers
Sales
Research, develop and distribute convention and meetings leads to
hotels and meetings venues
Tradeshows – Helms Brisco ABC Conference, Connect
Marketplace, PCMA, Small Market Meetings, IMEX, IBTM, CVENT,
Connect Faith, Holiday Showcase
Tradeshow sponsorships – partner with the Wisconsin Department of
Tourism – WACVB
Develop cross-promotional partnership with the South Bend, Indiana
CVB and hold an promotional event
Partner with PMI to pursue large religious conferences/events for
Resch Center or the Brown County Arena
Develop relationships with third-party meeting planners by attending
Helms Briscoe conference CVENT conference and Connect
Sales calls – Madison, Milwaukee and Chicago
Sponsor and attend Association Forum Chicago events to gain
visibility and develop a rapport with Chicago planners
Maintain and participate in industry related memberships: Circle
Wisconsin, MPI, WSAE, Helms Brisco, CVENT, MPI Chicago, Small
Market Meetings, Association Forum
Research, develop and distribute group tour leads to hotels,
attractions and restaurants
Partner and work with attractions and DMOs located on the
Wisconsin Religious Trail to develop itineraries and marketing
messages
Services
Provide all CVB services as outlined in the CVB Convention Services
Directory
Provide CVB Services to group tour planners to aid in booking tour
groups into the Greater Green Bay market
Brochure Distribution
2017 Destination Marketing, Sales & Services Plan 9
Greater Green Bay Convention & Visitors Bureau .
Measurable Objectives
Click through rate on all web ads and e-newsletters
Stories written about the Green Bay meetings products and services
Total leads generated and potential room nights
Total event services provided
2017 Destination Marketing, Sales & Services Plan 10
Greater Green Bay Convention & Visitors Bureau .
International
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Oneida Nation - tribe with long-standing history and a great tourism product
Green Bay Packers provide international recognition as a destination
Wisconsin is positioned between two international gateway airports (Chicago and
Minneapolis/Saint Paul)
Great Lakes region is internationally recognized by travel professionals and travelers
Messaging
Native American cultural and heritage that can be experienced by visitors
Home of Green Bay Packers and Lambeau Field with numerous area attractions that
can be enjoyed by visitors
Easily accessible through Midwestern gateway airports
Friendly people of the Midwest – heart of America
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Advertise with the Wisconsin Department of Tourism in the Brand
USA publication, Discover America Guide
Market Greater Green Bay with a “City” page on Discover
America’s international website through co-op with the
Wisconsin Department of Tourism
Participate in FAM Tour opportunities offered by the Wisconsin
Department of Tourism and/or Great Lakes USA
Interact with international market through social media (i.e. UK
Packers Fans, etc.)
Work with international journalists to generate stories on Greater
Green Bay in international publications
2017 Destination Marketing, Sales & Services Plan 11
Greater Green Bay Convention & Visitors Bureau .
Sales
Attend IMEX tradeshow (incentive, meetings, events and exhibitions)
Attend IPW convention (International PowWow)
Attend Holiday Showcase – co-op with the Radisson
Create international sales materials for tradeshows
Services
Provide all CVB services as outlined in the CVB Services Directory in
international meetings, events and exhibitions
Provide CVB services to receptive tour operators as well as
international tour operators
Measurable Objectives
Stories written by journalists
Leads sent to members
Room nights generated by receptive operators
2017 Destination Marketing, Sales & Services Plan 12
Greater Green Bay Convention & Visitors Bureau .
Sports Events
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Strong sports-friendly image of community by sports event planners throughout the
United States and world-wide recognition of “Green Bay” brand of Packers
Great local organizers and facilities
Seven park and recreation departments in metro area
Availability of college and high school athletic fields, floors and facilities
Availability of quality ice sheets including an Olympic sized ice sheet
Olympic training center for US Curling
Green Bay Metro Boat Launch
Quality fisheries
Green Bay Brown County Professional Football Stadium District support
Wisconsin Department of Tourism Ready, Set, Go! Grants
Messaging
Sports group - friendly hotels (understand how elimination tournaments work)
High quality facilities with great local organizers
Airport accessibility for athletes, families and fans
Easy highway access for athletes, families and fans
“Big fish in a little pond”
Affordable
Due to Green Bay Packers, known destination that is desirable and will help to drive
attendance at event
Have hosted very successful major events for the NFL, NCAA and USOC
Affordable and safe, easy parking
2017 Destination Marketing, Sales & Services Plan 13
Greater Green Bay Convention & Visitors Bureau .
Complimentary services
Online housing
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Social media targeted ads to sports event rights holders
Promote sportsingreenbay.com
Target marketing (direct mail promoting sportsingreenbay.com)
Direct mail piece announcing new website
Sales
Research, develop and distribute sports leads to hotels and sports
facilities
Maintain and participate in industry related memberships to mix with
sports planners
Tradeshows – NASC, S.P.O.R.T.S.
Sales mission to Colorado Springs to call on USOC governing bodies
Sales mission to Indianapolis to call on NCAA accounts
Local appreciation event for local sports organizers and committees
Grow regional partnership with Fox Cities CVB
Actively participate in Sports Wisconsin activities and support the
work of the committee
Services
Provide CVB services for: WIAA Girls Volleyball and Basketball,
Great Northwest Basketball League, Green Bay Cellcom
Marathon, Wisconsin State Mens Bowling Tournament
Measurable Objectives
Stories written by journalists that include Greater Green Bay sports events and facilities
Completion of direct mail piece
2017 Destination Marketing, Sales & Services Plan 14
Greater Green Bay Convention & Visitors Bureau .
Total leads generated and potential room nights
Total event services provided
2017 Destination Marketing, Sales & Services Plan 15
Greater Green Bay Convention & Visitors Bureau .
Tribal/Native American
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Oneida Nation - tribe with long-standing history
Multiple attractions and events (tours, museum, orchard, organic farm, buffalo
farm, etc.)
Oneida Nation Tourism Department and hotel Sales Department
Progressive
Expanded casino
Hotel/conference center
Reservation tours
Messaging
Rich cultural heritage
Tourism focused with support staff and services
Meeting and conference space
Motor coach/group friendly
Casino and other attractions
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Public relations - travel journalists and travel agent familiarization
tours
Visitors Guide feature
Motorcoach guide feature
Promote events in social media
2017 Destination Marketing, Sales & Services Plan 16
Greater Green Bay Convention & Visitors Bureau .
Promote in e-newsletters
Sales
Research, develop and distribute convention and meetings leads to
hotels and meetings venues
Maintain and participate in industry related memberships to mix with
planners
Tradeshows – Partner with the Radisson on meetings tradeshows
and with Oneida Tourism on leisure shows and IPW
Partner with Radisson and Oneida Tourism to conduct familiarization
tour during LPGA
Research, develop and distribute group tour leads to hotels,
attractions and restaurants
Services
Work with Oneida Tourism and the Radisson Hotel to host the
American Indian Alaska Native Tourism Association Conference
Provide all CVB services as outlined in the CVB Services Directory
Provide CVB services to group tour planners to aid in their booking
tour groups into the Greater Green Bay & Lakeshore market
Brochure Distribution
Measurable Objectives
Stories written by journalists that include the Oneida Nation and its attractions
(included in overall stories written goal)
Click through rate on all e-newsletters
Stories written about the Oneida Nation
Total leads generated and potential room nights (included in total goal)
Total event services provided (included in total goal)
Total group tour leads generated (included in total goal)
Total group tours serviced (included in total goal)
2017 Destination Marketing, Sales & Services Plan 17
Greater Green Bay Convention & Visitors Bureau .
Group Tours
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Wide variety of tour group friendly attractions, restaurants and hotels
Affordable
Airport accessibility for air tours
Easy highway access from south, west and north
Proximity to Door County
Shrine of Our Lady of Good Help
Packers name recognition
Messaging
Wide variety of tour group friendly attractions, restaurants and hotels
CVB concierge services
New itineraries, new activities and experiences and new theater events
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Print advertising when opportunities arise throughout the year
Design and print group tour sales sheet
Social Media targeted ads to group tour planners
Sales
Research, develop and distribute group tour leads to hotels,
attractions and restaurants
Participate in and co-sponsor the 4th Annual Circle Wisconsin
Midwest Marketplace held at the Radisson Hotel & Conference
Center
2017 Destination Marketing, Sales & Services Plan 18
Greater Green Bay Convention & Visitors Bureau .
Tradeshows – BiG (Boomers in Groups), American Bus Association,
National Tour Association, Midwest Marketplace
Develop additional itineraries focusing on new activities and
experiential tourism
Distribute motor coach/group tour guide
Develop and grow partnership with C&M Presents (local receptive
tour operator)
Maintain Circle Wisconsin membership and actively participate
in organization’s activities
Services
Provide complimentary itinerary planning assistance to tour
operators
Provide complimentary promotional items as arrival gifts
Offer tour guide services for local and Algoma tours
Measurable Objectives
Stories written by journalists that include Greater Green Bay group tour opportunities
Response rate from Direct Mail piece
Total leads generated
Total group tours serviced
2017 Destination Marketing, Sales & Services Plan 19
Greater Green Bay Convention & Visitors Bureau .
Outdoor Recreation Leisure Travel
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Marketing Strategy Direction, Positioning and Key Messages
Market and Product Development Strategy
Positioning
Four season outdoor recreation, sports and events destination
Cabela’s is a magnet for the outdoor enthusiast
Brown County Adventure Park
Outstanding waterways – Bay of Green Bay, Fox River, Lake Michigan
Variety of water related activities – new Fox River Tours cruises, kayaking on the Fox,
fishing (including charter), boating, water sports, beach, etc.
De Pere Riverwalk/Green Bay CityDeck
Wildlife activities – birding, NEW Zoo, Bay Beach Wildlife Sanctuary, Barkhausen
Waterfowl Preserve
Outstanding trail system
Biking
Segway tours
Messaging
Four season outdoor destination- “Experience four seasons”
Waterways and trails
Family outdoor recreation
Boating opportunities (including great “dock and dine” options) – full service marina
Affordable and easily accessible
Excellent golf courses with readily available tee times
2017 Destination Marketing, Sales & Services Plan 20
Greater Green Bay Convention & Visitors Bureau .
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Niche marketing to targeted audiences
Public relations/photography
Feature outdoor and recreational opportunities in Visitor Guide
Promote outdoor and recreational opportunities on
greenbay.com and in blog posts
Include special events and attractions in printed Calendar of
Events
Provide the Department of Tourism with updated information for
their Fall Color Report
Pursue targeted travel writers
Obtain photography that may be used by travel writers
Sales
Promotion by sales and motorcoach group sales teams
Actively participate in Harbor Towns partnership
Develop additional itineraries focusing on new activities and
experiential tourism
Partner with Brown County Parks and Recreation Department and
municipal parks and recreation departments to develop and
promote opportunities for visitors
Services
Brochure distribution
Measurable Objectives
Stories written by travel writers that include Greater Green Bay outdoor opportunities
Brochures distributed
Inquires received from integrated advertising program
2017 Destination Marketing, Sales & Services Plan 21
Greater Green Bay Convention & Visitors Bureau .
Golf Enthusiasts
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Marketing Strategy Direction, Positioning and Key Messages
Market and Product Development Strategy
Positioning
Hosting Oneida LPGA Classic Golf Tournament July 3-9, 2017
14 area golf courses
Close to Internationally known Kohler courses
Messaging
Hosting Oneida LPGA Classic Golf Tournament July 3-9, 2017
14 area golf courses
Close to Internationally known Kohler courses
Excellent golf courses with readily available tee times
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Social media promotions for event encouraging visitor ship and
providing area info for attendees
Include in CVB publications (visitor guide, calendar of events,
etc.)
Generate national exposure through event signage (caddie
bibs, tee fence signage, etc.)
Generate national exposure through event website with link to
greenbay.com
Distribute event information to all media outlets and travel
publication editors and journalists
Sales
2017 Destination Marketing, Sales & Services Plan 22
Greater Green Bay Convention & Visitors Bureau .
Meeting planner familiarization tour in collaboration with the
Radisson Hotel & Conference Center and Thornberry Creek
Promote LPGA Thornberry Creek Classic at all sports tradeshows and
sports sales trips
Promote LPGA Thornberry Creek Classic at IPW
Promote LPGA Thornberry Creek Classic at all group tour shows
Services
Provide LPGA Classic on-site visitor information and
services/assistance throughout event
Measurable Objectives
Stories written by travel writers that include Greater Green Bay outdoor
opportunities
Brochures distributed
Inquires received from integrated advertising program
2017 Destination Marketing, Sales & Services Plan 23
Greater Green Bay Convention & Visitors Bureau .
Arts and Cultural Heritage Leisure Travel
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Thriving Arts Community that includes – theater, music and visual
Variety of Museums – Neville Public Museum, National Railroad Museum, Heritage Hill
State Historical Park, Oneida Nation Museum, Green Bay Packers Hall of Fame,
Hazelwood Historic House and numerous other small museums
Rich History – oldest permanent settlement in Wisconsin (one of oldest in America)
Concerts and events – from major touring events to local bands in parks numerous
opportunities exist to enjoy live music such as Fridays on the Fox, Botanical Garden,
Heritage Hill, etc., and the Tall Ship Festival
Galleries – Gallery Nights - Artstreet
Festivals – Oneida Nation PowWow, Hmong
Messaging
Large variety of offerings and costs from great museums to relaxed free concerts in our
parks
Variety of activities
Artstreet- large juried art fair
Resch Center- one of three venues for national acts in Wisconsin
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Feature area arts and cultural heritage opportunities in the annual
Visitor Guide
Targeted niche advertising
E-newsletter to leisure opt-in email list
Promote arts and cultural heritage opportunities on
greenbay.com and in blog posts
2017 Destination Marketing, Sales & Services Plan 24
Greater Green Bay Convention & Visitors Bureau .
Include in summer Attractions Brochure
Feature opportunities for visitors to enjoy arts and cultural heritage
events in the printed and online Calendar of Events
Pursue targeted travel writers
Obtain photography that may be used by travel writers
Sales
Promote and sell in Mobile Visitor Center at festivals and events
Promotion by sales and motor coach teams
Develop itineraries focusing on new activities and experiential
tourism that connect with arts and cultural heritage
Include arts and cultural heritage organizations and attractions
in CVB Attraction Meetings
Services
Plan and execute Attraction Showcase to promote opportunities
available to visitors and residents
Include in brochure distribution system
Measurable Objectives
Stories written by travel writers that include Greater Green Bay arts and cultural
heritage opportunities
Inquires received from integrated advertising program
Brochures distributed
2017 Destination Marketing, Sales & Services Plan 25
Greater Green Bay Convention & Visitors Bureau .
Culinary
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Wineries and micro-breweries
Cheese & candy makers
Variety of cuisines at varying price points
Unique local favorites (cheese curds, brats, booyah, chili with noodles, etc.)
Cooks Corner – Nation’s Largest Kitchen Store
Culinary tours & classes
Farmers markets
Specialty food shops (Wienke’s, Nala’s, The Cannery, etc.)
Messaging
Five-star dining at affordable prices
Restaurant Week – July 13-20, 2017
Culinary festivals, events, river cruises
Regionally recognized dining
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Feature area culinary specialties and opportunities in the annual
Visitor Guide
Print and internet advertising campaign
Restaurant Week – full marketing campaign
Electronic newsletter to leisure market
2017 Destination Marketing, Sales & Services Plan 26
Greater Green Bay Convention & Visitors Bureau .
Pursue targeted travel writers and provide them with quality
photography and editorial submissions
Include culinary opportunities in the Convention Services Directory
Sales
Research, develop and distribute group tour leads to restaurants
Develop itineraries focusing on new activities and experiential
tourism
Feature restaurants and Greater Green Bay culinary opportunities at
annual CVB Holiday Reception
Gift baskets
Cultivate partnership with Brown County Restaurant Association
Services
Include culinary opportunities in convention spouse tours
Utilize culinary products in CVB gift baskets for planners and VIP
visitors
Utilize culinary products for tradeshow giveaways to promote the
many culinary opportunities in the area
Measurable Objectives
Stories written by travel writers that include Greater Green Bay culinary opportunities
Inquires received from integrated advertising program
Number of meals generated by Restaurant Week
Group tours booked that feature culinary activities
Response rate from marketing/advertising campaigns
Total group leads generated
Total group tours serviced
2017 Destination Marketing, Sales & Services Plan 27
Greater Green Bay Convention & Visitors Bureau .
Leisure Travel
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Large variety and quantity of family and couples friendly attractions
Drive market
Affordable and easily accessible
Large variety of shopping opportunities – Bay Park Square, Cabela’s, Broadway, Olde
Main, Military Avenue, De Pere, etc.
Strong name recognition due to popularity of the Green Bay Packers
Messaging
Kid-friendly, safe, affordable
Educational opportunities
Attractions – Bay Beach Amusement Park, Brown County Adventure Park, NEW Zoo,
Green Bay Children’s Museum, etc.
Opportunities for indoor and outdoor fun
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Integrated print, web, and broadcast advertising campaign
Electronic newsletter to Leisure Market
Visitor Guide features
Promote travel on greenbay.com and all social media outlets
Use online and printed Calendar of Events to promote family
activities and opportunities
Social interaction online with travelers asking questions
Pursue targeted travel writers - Compile ongoing lists of new family
friendly attractions/events to promote to travel writers, etc.
2017 Destination Marketing, Sales & Services Plan 28
Greater Green Bay Convention & Visitors Bureau .
Provide travel writers with high quality photography and creative
editorial submissions
Pursue media interviews
Sales
Use Mobile Visitor Center and/or Golf Car at high attendance
visitor events to educate visitors on other opportunities
Encourage convention, meetings and sports groups to bring their
families when attending events in Greater Green Bay
Tradeshows – Chicago Adventure Travel Show
Develop and distribute a Coupon Book providing special deals in
Greater Green Bay and Algoma
Attraction Showcase
Attend Wausau Business Expo with Lodging Association
Services
Attraction Meetings
Plan and execute Attraction Showcase to promote family
opportunities available to visitors and residents
Brochure distribution route in Wisconsin, N. Illinois, Door County
Local brochure distribution network
Measurable Objectives
Stories written by travel writers that include Greater Green Bay family vacation
opportunities
Inquires received from integrated advertising program
Click-through rate from e-newsletters
Website and social media usage rates
Brochures distributed
2017 Destination Marketing, Sales & Services Plan 29
Greater Green Bay Convention & Visitors Bureau .
Green Bay Packers Fans
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Historic Lambeau - oldest continuously used stadium
Historic home of NFL’s most storied franchise
Titletown District
Worldwide recognition and fan base
Large number of Packers-related attractions
Team connection to Downtown Green Bay businesses
Messaging
Great opportunities to connect with the Green Bay Packers when visiting area
Historic Lambeau Field activities include the Packers Hall of Fame, Stadium Tours, the
Packers Pro Shop and 1919 Kitchen & Tap
Titletown District
Packers Training Camp provides fans of all ages an opportunity to interact with
players, coaches and staff
Many attractions are connected to the Green Bay Packers: Oneida Walk of Legends,
Packers Heritage Trail, Packers Heritage Trail Trolley Tours, Hometown Advantage
Exhibit (Neville Museum)
Football themed restaurants
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Integrated print, web, and broadcast advertising campaign
Electronic newsletter to Leisure Market – full newsletter prior to
the opening of Training Camp and mentions in others
Visitor Guide will feature Green Bay Packers activities
2017 Destination Marketing, Sales & Services Plan 30
Greater Green Bay Convention & Visitors Bureau .
Promote on greenbay.com and all social media outlets
Interact with traveling fans via social media
Use public relations and social media to promote Titletown District
Use online and printed Calendar of Events to promote Lambeau
Field activities and opportunities
Pursue targeted travel writers
Provide travel writers with high quality photography and creative
editorial submissions
Discover Wisconsin Episode “Green Bay: The Football City”
Travel Journalist familiarization tour - August
Pursue media interviews
Sales
Use as part of sales and promotion message for conventions and
meetings, sports events and group tours
Tradeshows - Helms Brisco ABC Conference, Connect
Marketplace, PCMA, Small Market Meetings, IMEX, IBTM, CVENT,
Connect Faith, Holiday Showcase IPW, BiG and ABA
Partner with Lodging Association to conduct familiarization tours as
needed and a Sales Blitz using iDSS database planners
Use Green Bay Packers give-away items at tradeshows and in gift
baskets for planners and VIPs
Services
Organize and host quarterly Attraction Meetings to provide a
platform for communication between attractions and encourage
cross-promotion
Plan and execute Attraction Showcase to promote family
opportunities available to visitors and residents
Brochure distribution route in Wisconsin, N. Illinois, Door County
Local brochure distribution network
Mobile Visitor Center at Green Bay Packers Shareholder Meeting
and Green Bay Packers Training Camp
2017 Destination Marketing, Sales & Services Plan 31
Greater Green Bay Convention & Visitors Bureau .
Measurable Objectives
Stories written by travel writers that include the Green Bay Packers and the many
opportunities available in the community to connect with the team
Inquiries received from integrated advertising program
Click-through rate from e-newsletters
Website and social media usage rates
Brochures distributed
Attractions Showcase participation and attendance
2017 Destination Marketing, Sales & Services Plan 32
Greater Green Bay Convention & Visitors Bureau .
Visiting Friends and Relatives and Pass-Thru Leisure Travel
Greater Green Bay CVB will deploy the following detailed strategy and activities for this
targeted market segment.
Positioning
Greater Green Bay offers visitors a tremendous number of attractions, dining and
lodging opportunities
Many residents aren’t aware of everything our community has to offer visitors
Messaging
Greater Green Bay is a perfect place for a “Staycation”
Our community has more to offer than most communities our size
Invite your friends and family to come and visit and take them to our community’s
many attraction and restaurants
2017
Action Plan Q1 Q2 Q3 Q4
Marketing
Provide journalists with creative editorial submissions that support
the work of the CVB and educate residents on the many
opportunities the community offers
Promote greenbay.com when possible locally to encourage
residents to use the online Calendar of Events to educate
themselves on local events
Pursue media interviews
Mobile Visitor Center at events (farmers’ markets, Chamber Expo,
local university family days, etc.)
Sales
Plan and execute Attraction Showcase partner with the
Chamber of Commerce to bring in the public to visit with
attractions
Use Restaurant Week to educate residents on the many culinary
opportunities available in Greater Green Bay
2017 Destination Marketing, Sales & Services Plan 33
Greater Green Bay Convention & Visitors Bureau .
Use the Mobile Visitor Center to gain visibility for the tourism industry
and to educate residents of opportunities by participating in local
events
Establish partnerships with local real estate companies to provide
new residents with information on attractions, restaurants, events,
etc.
Encourage residents to plan family reunions locally
Services
Support community by having staff sit on local boards to educate
on tourism and the many opportunities available in our community
Measurable Objectives
Stories written by local media that educate on tourism and provide visibility
Participation and attendance at Attractions Showcase
Participation in Restaurant Week
Mobile Visitor Center usage days
2017 Destination Marketing, Sales & Services Plan 34
Greater Green Bay Convention & Visitors Bureau .
Destination Development
The annual focus of the Greater Green Bay CVB in this strategic goal attainment is to be
supportive of the economic development projects that will improve and grow the visitor
experience in Greater Green Bay.
Goal
To improve the level of visitor retention and loyalty through active support of brand
development and delivery of unique experiences.
Target Projects
Tourism product development master plan setup
Fundraise for a strategically located Greater Green Bay visitor center
Grow “Tourism Insider” training program
Greater Green Bay branded sales and service training program
Development Strategy Direction, Positioning and Key Messages
Positioning
Greater Green Bay has more high quality visitor attractions than most communities this
size
Many visitor facilities have expanded over the last 1-3 years
There is opportunity for the CVB to be an active participant in encouraging the growth
and development of tourism product in Greater Green Bay
Messaging
Tourism is economic development and the CVB should be an active participant in
encouraging growth and development of tourism product
The CVB is a respected community organization and is in a position to help influence
support for important tourism projects
2017 Destination Marketing, Sales & Services Plan 35
Greater Green Bay Convention & Visitors Bureau .
Action Plan 2017 2018 2019
Establish a Staff led task force to develop a business plan and
marketing plan for a new visitor information center
Establish a Board led task force and develop a plan to finance a
new visitor information center
Continue growing the Tourism Insider Greater Green Bay
branded sales and service training program
Work closely with Advance, Greater Green Bay Chamber and local
economic development groups to pursue conferences and
conventions that support local economic development efforts
Establish a Board led task force and work on the development of a
community agreed upon tourism product development master plan
Measurable Objectives
Task force established and plan for new visitor information center developed
Board and staff task forces established and plans for operating, marketing and
financing new VIC in place
Branded sales and service training program grown into community asset with 200+
Tourism Insiders trained by the end of 2017
Task force established and community tourism product development master plan
developed
2017 Destination Marketing, Sales & Services Plan 36
Greater Green Bay Convention & Visitors Bureau .
DMO Community Relations
The annual focus of the Greater Green Bay Convention & Visitors Bureau in this strategic
goal attainment is to be informative and persuasive in the understanding and value of
tourism and the proactive organization effort required to market and promote to visitors.
The overall targeted community relations strategy with action plan follows.
Goal
To raise the profile and value of the Greater Green Bay tourism industry.
Target Audiences
Visitor industry partners
Government officials
Business/corporate leaders
Education Partners (NWTC, St. Norbert College, UWGB, Bellin College, local school
districts)
Media editors/representatives
Residents
Community Relations/Advocacy Strategy Direction, Positioning and Key Messages
Audience Penetration and Development Strategy
Positioning
Community with a large variety of high quality tourism products
Visitor spending impact in Brown County continues to rank 5th in Wisconsin
Ability to pay all bonds on KI Convention Center (and expansion) and the Resch
Center are both dependent on the generation of room tax dollars from visitors
Messaging
Greater Green Bay is fortunate to have a large number of high quality visitor
attractions
Tourism revenue generated by visitors is highly sought after by many communities and
requires an innovative marketing and sales plan with a solid budget to make certain
Greater Green Bay’s message is heard by visitors when they are making their travel
plans
2017 Destination Marketing, Sales & Services Plan 37
Greater Green Bay Convention & Visitors Bureau .
Action Plan 2017 2018 2019
Engage local media in tourism programming and activities
Establish a tourism/visitor industry coalition
Maintain proactive communications with Tourism Talk and other
pertinent information
Maintain annual tourism summit/meeting
Develop and distribute annual report on tourism impact and CVB
productivity
Actively work with Greater Green Bay Chamber to develop
partnerships that benefit both organizations and our memberships
through cross promotion, partnering on educational and special
events
Develop a program to provide duo partnerships providing area
businesses with the opportunity to join both the CVB and the
Chamber at a discounted rate
Host event during LPGA Classic
Measurable Objectives
Stories from local media on tourism issues and activities
12 Tourism Talk issues with relevant information on CVB activities and goal
measurements
Establishment of local tourism coalition
Development and execution of annual tourism summit
Design and distribution of Annual Report on tourism impact and CVB productivity
2017 Destination Marketing, Sales & Services Plan 38
Greater Green Bay Convention & Visitors Bureau .
DMO Finance and Administration
The annual focus of the Greater Green Bay Convention & Visitors Bureau in this strategic
goal attainment is to operate and lead a relevant and credible destination marketing
organization through a three target audience strategy approach. The overall targeted
finance/administration strategy with action plan follows.
Goal
To operate as a fiscally responsible business with effective research-based planning and
committed partnerships.
Target Projects
Develop an alternative funding strategy
DMO performance measurement scorecard compilation
DMO international accreditation compliance
Not-for-profit 501(c)6 reorganization analysis and execution
Funding/Administration Strategy Direction, Positioning and Key Messages
Positioning
Greater Green Bay Convention & Visitors Bureau Board of Directors/Executive
Committee has monthly oversight of organization’s financial reports
CVB completes an extensive audit with a professional accounting firm on an annual
basis
CVB is under-funded when compared to nearly all of the competing CVBs in Wisconsin
Accredited by the DMAI’s (Destination Marketing Association International)
Destination Marketing Accreditation Program
Messaging
The CVB operates with transparent oversight of the CVB Board of Directors
The CVB is audited by a professional accounting firm on an annual basis
The CVB is one of only 200 accredited destination marketing organizations in the world
The CVB needs additional funding in order to maintain market position and effectively
compete with other CVBs in Wisconsin and throughout the Midwest
2017 Destination Marketing, Sales & Services Plan 39
Greater Green Bay Convention & Visitors Bureau .
Action Plan 2017 2018 2019
Staff will work with the Board of Directors to identify alternative
funding sources
DMO international accreditation compliance
Not-for-profit 501(c)3 organization established for visitor center
operation
DMO performance measurement scorecard compilation
Measurable Objectives
DMO accreditation (DMAP)
501(c)3 organization by end of 2017
Performance measurement scorecard
Alternative funding sources identified and presented to board
2017 Destination Marketing, Sales & Services Plan 40
Greater Green Bay Convention & Visitors Bureau .
2017 DMO Budget Allocation
Departmental Budgets
Sales $616,130 33%
Marketing $576,243 31%
Tourism Sales/Services $392,212 20%
Partnerships $150,857 8%
Operations $158,950 8%
Total Budget $1,894,392