Upload
trannhan
View
230
Download
0
Embed Size (px)
Citation preview
MARKETING & BRAND STRATEGY
E K C V B . C O MV A C A T I O N M A K E R E X P E R T : J E S S I C A C A S T R O | T H E B R A N D M A S T E R
STRATEGYO U R G O A L S F O R 2 0 1 8
E K C V B . C O M
1. Grow and Diversify the Tourism Economy Through Marketing
2. Grow and Diversify the Tourism Economy Through Sales
3. Enhance Industry Engagement
4. Ensure Experience Kissimmee’s brand promise is executed
5. Ensure Cost Effective and High Performing Operations
E K C V B . C O M
Integrated and Strategic Marketing Programs q Align all organizational channels
q Brand awareness campaigns to build equity
q Audience based programs
q Apply marketing efforts to influence seasonality
Metrics Driven Marketing q Apply research to identify target audiences and
market opportunities
E K C V B . C O M
ONE BRANDDiscover and Engage Target Audiences
q Identify and Define Primary Focus
Personas
Activate Intent to Travel Through Targeted and
Refined Messaging
O N E V O I C E
E K C V B . C O M
MARKETING& BRANDSTRATEGY
q One Brand, One Voice with Cohesive, Integrated & Creative
Storytelling
q Marketing and Messaging That Speaks To and Inspires Target Audiences Beyond Demographics to Experience Kissimmee
q Hotels and Vacation Home Messaging Differentiation
q Staycation to Key Florida Markets - Miami, West Palm Beach
& Tampa
S T R A T E G I E S
E K C V B . C O M
q Leverage NEW Content to Consumers
q Theme Parks, Hotels, Eco Tourism, Events, Dining &
Entertainment
q Instill a Sense of Urgency for Conversion to Visit Now
q Support Shoulder Seasons in Key Markets to Defined, Targeted
Audiences
MARKETING& BRANDSTRATEGYS T R A T E G I E S C O N T I N U E D
E K C V B . C O M
Target Audiences
U.S. Hispanics: Multigenerational, over index on theme
parks and Central FL visit. Cultural cues in messaging with Spanish language for emotional
connection
YANKS (Young Adults No Kids): Kids at heart who expect messaging
about experiences
Eco Tourists: Looking for authentic experiences and ways to connect with nature
that are both relaxing and thrilling
E K C V B . C O M
Target Audiences
Millennial Families: It’s a mindset! Multicultural,
Multigenerational.
Looking for ways to connect with their loved ones, in unconventional ways
q Preschoolers: Theme parks own this segment. We simply reinforce the content to supplement their decision
q Tweens/Teens: Aging out of nostalgia and looking for thrills + family connections in vacations
q Multicultural, Diversity & Inclusion – LGBT & People with Disabilities
E K C V B . C O M
Target Markets TOP10ORIGINMARKETSTATES
FLORIDAGEORGIATEXAS
NORTHCAROLINANEWYORK
OHIOILLINOIS
PENNSYLVANIAALABAMAMICHIGAN
TOP10ORIGINMARKETDMAsMIAMITAMPA
WESTPALMBEACHORLANDO
JACKSONVILLENEWYORK
FORTMYERS/NAPLESATLANTACHICAGO
PHILADELPHIA
E K C V B . C O M
JOIN USq Marketing Campaigns
q Experiential Marketing Programs
q Destination Magazine
q Official Visitor Map
q Retargeting Co-Ops