Annapolis and Chesapeake Bay Visitor and Tourism Bureau

Executive Overview Marketing Presentation

Marketing Management EMBA 216Presented: Robert Paul Ellentuck

October 30, 2009

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ROBERT PAUL ELLENTUCK

 

 

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IntroductionPurpose is give an executive overview of the

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

Situational AnalysesMarketing plan objectives and strategiesMarketing tactics & activities roadmapNext steps

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

Business Overview - IndustryTourism is the largest service market in the

world; growing at a rate of 5.4%

National; travel volume was relatively flat since 2006Decreases in day trips and overall business

trips.Leisure travel continues to grow - 74.8 % (all

person-trips); overnight and day-trips almost evenly split with 49.5% & 50.5%

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

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

compared to Jan-June period in 2008

Growth was more than twice the national average, and predominantly occurred in Baltimore City and BWI Airport/Annapolis

Annapolis saw greatest gain in bookings at 6%

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

Business Overview: Value of Tourism - Annapolis

What are you worth to the State of Maryland? Annapolis to Anne Arundel County Tourism

generates $65.9 million in tax revenueTravelers spend an estimated $1.5 billionTourism supports 41,000 direct and indirect

jobsTourism pays out $641 million in Anne

Arundel County wages17% of the state’s tourism jobs are in Anne

Arundel County

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

Marketplace Focus – Competitive and Situational Analyses• 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, Capital MD, 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, DC and/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: Convention Center/Hotels

Weakness – Three seasons destination

Opportunity – Carnival Cruise Lines year round

Threat - Increase in travelers = increase City traffic & congestion

Strengths – Sailing & Wedding destination

Newport, RISailing Tradition

Weakness – one season destinationLittle Business TravelOpportunity –

Expand into the shoulder months

Threat - down economy programs on hold Savannah, GA

Hostess City of the South

Strengths – Leisure: wide range packages - 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-op campaign 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 film production opportunities

Create a social media community with stakeholders from the association

Why Annapolis?Voted one the Prettiest

Towns and East’s Most Romantic Destination (Forbes)

Top Sailing destination (USA Today)

500 Miles of Coastline Chesapeake Bay/Severn River (AACCVB)

A Variety of hotels and Historic Inns/B&B’s Restaurants

(Washingtonian Magazine)

Year-round destination

(STR, Weather.com)

Marketing PlanObjectivesStrategiesTarget Audiences - PersonasFeeder Markets/GeographyMarketing Activities/Roadmap

Marketing ObjectivesIncrease 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 with diverse activities based on romantic theme

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

Build awareness among traveler writers, stakeholders, and visitors, specifically international markets

Marketing StrategiesDevelop an Integrated Marketing and

Communications plan with cohesive messaging to reach the target audiences

Create year round campaign utilizing a mix of new and traditional mediaThemes to be introduced to reflect the seasonality and

diverse offerings of Annapolis and ChesapeakeLeverage the areas diverse lifestyle and media

outreach

Reach international media through PR with video in markets with 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 increase the touch points for conversion as well as overall customer 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 more engagement and buzz effective

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

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

“Parents Club” Naval/St. John’sAdults : 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 3-4 hours

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

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

1+ night stay Hotels, Sailing/Boating, (Boat Shows), Generally Boat in or Fly. Married.

Catherine & Robert Amy Larry & Maggie Sam

Where do they live?Primary Feeder Markets for Annapolis

New YorkPennsylvaniaVirginiaWest VirginiaWashington, DCNewport, RIBaltimore and other Maryland Cities

Exploration MarketsInternational: 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 Jun

Annapolis “The Sweet Spot” Campaign Publicity CoverSocial 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 410.280.0445 or toll-free at 888.302.2852

Next StepsAny QuestionsDeliver the marketing planField Market Research