Marketing Management EMBA 216Presented: Robert Paul Ellentuck

October 30, 2009

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ROBERT PAUL ELLENTUCK

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Introduction Purpose is give an executive overview of the marketing

plan and activities for FY2010 (July 1, 2009 to June 30,2010) Business Overview Focus on the Marketplace – Competitive and Situational

Analyses Marketing plan objectives and strategies Marketing tactics & activities roadmap Next steps

VisionAnnapolis and Chesapeake Bay Visitor and Tourism Bureaupromotes Annapolis and Anne Arundel County asdestination for leisure travel as well as corporate/business& conferences.

Business Overview - Industry Tourism is the largest service market in the world;

growing at a rate of 5.4%

National; travel volume was relatively flat since 2006 Decreases in day trips and overall business trips. Leisure travel continues to grow - 74.8 % (all person-

trips); overnight and day-trips almost evenly split with49.5% & 50.5%

(Source: Travel Industry Association of America (TIA))

Business Overview – Industry:Maryland Maryland’s occupancy demand was up 1.1%, compared

to Jan-June period in 2008

Growth was more than twice the national average, andpredominantly occurred in Baltimore City and BWIAirport/Annapolis

Annapolis saw greatest gain in bookings at 6%

(Sources: (Travel Industry Association of America (TIA) Annapolis, Anne Arundel County Convention Visitor Bureau (AAACCVB), SmithTravel Research (STR))

Business Overview: Value ofTourism - Annapolis What are you worth to the State of Maryland? Annapolis to Anne Arundel County Tourism

generates $65.9 million in tax revenue Travelers spend an estimated $1.5 billion Tourism supports 41,000 direct and indirect jobs Tourism pays out $641 million in Anne Arundel

County wages 17% of the state’s tourism jobs are in Anne Arundel

County

(Source: Anne Arundel County State of Economy, Value Tourism Report)

• Issues faced by Annapolis•Quick review of competitive Set•Opportunities available to Annapolis•Annapolis SWOT•Why Annapolis?

What are the issues? Need more money for promotions. Promotional budget has been flat

due to the State’s financial situation and independent membership

New money sources (e.g. Film, TV) are subjected to the State, CapitalMD, and Naval Academy’s policies

Out spent among their competitive set: Newport, RI; Charleston, NC;Savannah, GA

Considered as day trip location” tagged-on” to a Washington, DCand/or Baltimore, MD trip

Sources: (AAACCVB, Newport County Convention & Visitor's Bureau, Travel Industry Association of America – GA, NC;savannahga.gov, United States Naval Academy)

Competitive SetCharleston, SCSouthern hospitality

Strengths – Leisure:Creative PackagesBusiness: ConventionCenter/Hotels

Weakness – Threeseasons destination

Opportunity – CarnivalCruise Lines year round

Threat - Increase intravelers = increase Citytraffic & congestion

Strengths – Sailing& Weddingdestination

Newport, RISailing Tradition

Weakness – one seasondestinationLittle Business Travel

Opportunity –Expand into theshoulder months

Threat - downeconomy programson hold

Savannah, GAHostess City of the South

Strengths – Leisure: wide rangepackages - antebellum character

Weakness – Expensive City,Low Business travel

Opportunity – Variety of Segments(e.g. Gay, “Active” Life style, Civil War, Black) Threat - Niche Markets need large budgets

Sources: (AAACCVB, Newport County Convention & Visitor's Bureau, Travel Industry Association of America – GA, NC; savannahga.gov)

Annapolis, MD SWOTStrengths

- Historical Small Town & Seaport- Near large Cities; mild weather- Yachting, boating, Sailing Events- Diverse well educated population

Opportunities

-Leverage Romance for weekends- Promote location to Big Cities- Expand destination year round- Leverage the Naval Academy- Green/Eco-friendly

-Down economy- less travel/dining out- May become a day trip destination- Winters can be unpleasant- Military may be off-putting- Too many messages

Weaknesses

- Not known as Colonial Town- Over-shadowed by Baltimore & DC- Too much promotion on water activities- Independent minded – lack cooperation

Threats

What are the Opportunities? Maryland matching funds expanded FY11 to Co-op with other

Maryland tourism boards (e.g. Baltimore)

Leverage short distance from Washington, DC and create co-opcampaign with funds from Capital Region USA

Work with other Sailing Areas or small towns to create cross-promotional opportunities (e.g. Newport, RI and/or Monterey, CA)

Continue to work with State and Naval Academy to create a more filmproduction opportunities

Create a social media community with stakeholders from theassociation

Why Annapolis? Voted one the Prettiest Towns and

East’s Most Romantic Destination(Forbes)

Top Sailing destination (USA Today)

500 Miles of Coastline ChesapeakeBay/Severn River (AACCVB)

A Variety of hotels and HistoricInns/B&B’s Restaurants(Washingtonian Magazine)

Year-round destination (STR, Weather.com)

ObjectivesStrategiesTarget Audiences

- PersonasFeeder Markets/GeographyMarketing Activities/Roadmap

Marketing Objectives Increase bookings for FY10 to FY11 by 8% and overall visitor

spending in Annapolis and Chesapeake Bay Area

Position Annapolis as a year round destination filled withdiverse activities based on romantic theme

Leverage matching funds program with Baltimore(Maryland Co-op fund expands FY11) and create partnershipwith DC

Build awareness among traveler writers, stakeholders, andvisitors, specifically international markets

Marketing Strategies Develop an Integrated Marketing and Communications plan

with cohesive messaging to reach the target audiences

Create year round campaign utilizing a mix of new andtraditional media Themes to be introduced to reflect the seasonality and diverse

offerings of Annapolis and Chesapeake Leverage the areas diverse lifestyle and media outreach

Reach international media through PR with video in marketswith high sailing venues (e.g. UK, Canada, France)

Who are they? Primary Target Audience Leisure Traveler Women 35+ with skew to 35-65; Household Income $100,00o+ College Educated, Professional/Managerial Skewed married with children, beginning empty nest phase Enjoys travel experiences; “active” lifestyle: sailing/boating/water

sports; golf; spa; art; antiquing

Secondary Target Audiences Business/Meeting planner Travel media writers Yachting (skews male) Naval Academy “Active” Alumni (skews male)/Academy Sponsors

How will they be reached? Creation of Integrated marketing and communications

utilizing multi-media and visitor outreach to increasethe touch points for conversion as well as overallcustomer experience One overall campaign to focus on the “sweet spot” with

themes to resonate with each of the segment Use of traditional, Online, and new media techniques PR, Radio, Print, direct mail, electronic direct, geo-targeting

banners drive consumers to micro-sites, website registration for e-postcards and newsletters to create an in-house list

Use facebook applet, blogs , Flickr, YouTube, Twitter to create moreengagement and buzz effective

What are the segments?Regional VisitorsAdults 35-65HHI: $100,000+Regions: NorthEast, Mid-Atlantic

“Celebrators”Woman 35-54HHI: $100,000+Regions: North East,Mid-Atlantic, All

“Parents Club”Naval/St. John’s

Adults : 40-65HHI: $100,000+COH: 2, 18+ (1)Regions: All

Yachting/SailingSkews Male 40+,MarriedHHI: $100,000+Own a boatRegions: Coastal

1-3+ night stayHotels, B&B/InnsSailing,/Boating,Foodies, Historical,Quaint Towns,Outdoors, Drive 3-4hours

1-2+ night stayHotels, B&B/Inns,Outdoors, Drive 1-4hours (Girls weekend,birthdays, Holidays),“Tag-ons” from DC orBaltimore

2 -4 night stayHotel – Restaurants(graduation/commissions)drop –off – freshman,Parents’ Weekend, falland spring. Air and cartravel.

1+ night stay Hotels,Sailing/Boating, (BoatShows), Generally Boatin or Fly. Married.

Catherine & Robert Amy Larry & Maggie Sam

Where do they live? Primary Feeder Markets for Annapolis New York Pennsylvania Virginia West Virginia Washington, DC Newport, RI Baltimore and other Maryland Cities

Exploration Markets International: Canada, United Kingdom, France, Germany

How will they be reached? Highlights of the Plan Sales/Partnerships Develop Alliances with Destination DC and Baltimore City to promote

the region to visitors, meeting planners, Sports Promoters Build a citywide partner committee to attract and book groups Expand partnerships in untapped categories

Visitor Services Create a concierge online and offline for visitors in promoting packages Expand Volunteer Information Specialist Program

Communications Create an easy to use media section on website for Journalist Post podcasts of radio interviews and video on Website

How will they be reached? Highlights of the Plan Advertising & Marketing Develop Micro-sites to help break through the clutter Create more opportunities on website to capture email names and mini

visitor profiles Create a user-friendly concierge online and offline to create unique

packages Develop an overall policy for Annapolis “owners” club for Social Media Build website 2.0 that is keeping with trends Field brand research – awareness studies, online surveys to capture

visitor experience

Benchmarks Metrics Measurement will be ROI, awareness studies, multi-media “clippings”,

size of social media communities and web analytics

July Aug Sept Oct Nov Dec Jan Feb Mar Apr May JunAnnapolis “The Sweet Spot” Campaign Publicity Cover

Social Media

Website – Redesign

Winter Wonderland

Pkgs

Sailing and Boating V-day Spring Fling CelebrationsThemes

Pkgs Pkgs PkgsPromos

Radio Radio Radio

DM DM DM DM

EDMEDM EDM EDM

Print Print Print Print

Facebook app gift a crab Facebook app trivia game

Banners –geo-targeting

Banners –geo-targeting

Banners –geo-targeting

Radio

2010 2011

FY2011 Roadmap of Marketing Activities

Web

My ConciergeMEDIA

Newsletter

Send a Postcard

Greetings

Annapolis, MD

Greetings

Annapolis, MD

Call us today 410.280.0445or toll-free at 888.302.2852

Any QuestionsDeliver the marketing planField Market Research