Cary CoxWelcome

Agenda

Overview Cary Cox

Assistant Secretary for Marketing & Communications

Crisis Communications Michele Walker

Public Information Officer

Social Media Kaytee Smith

Digital Marketing Specialist

Fundraising Kimberly Kandros

Development & Special Projects Manager

Websites Mac Clark

Marketing & Web Content Manager

Questions

2

Marketing and Communications Staff

Includes:

• PR / Marketing

• Media Relations

• Social Media

• Graphic Design

• Websites

• Fundraising

• Video Production

Mission

• Direct department-wide messaging and marketing strategies.

• Cross-promote across divisions.

• Position the department as the leading resource for the state’s cultural, heritage and natural programs, as well as a driving force of the state’s economy through arts, library, history, natural and historic preservation efforts.

What is DNCR in 15 Seconds

5

2015 is Another Record Year for NC Tourism

• $21.9 Billion in Visitor Spending

• Over 211,000 Jobs

• Over $1.1 Billion in State Tax

Revenues

• Over $660 Million in Local Tax

Revenues

• N.C. Households save $477 in taxes

due to visitor spending

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What’s So Great About NC?

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Who We Need To Market Toward

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DNCR Public Relations

• More than 28,000 in 2016 of tracked TV, radio, web and news clippings

• Increased clips by 700% since 2012

• Continue to build, maintain and grow ongoing relationships with local, state and national media

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DNCR Advertising Partnerships

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N.C. Symphony Program

Carolina Heritage Guide

Carolina Field Trips

DNCR Advertising Partnerships

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Civil War Traveler

Carolina CountryOur State Email Sponsorships

Travel & Events and

This Week in NC History

Newsletters

Crisis Communications

13

Website Redesigns

14

Responsive Design

• Optimized experience regardless of screen size or device

• 60% of leisure travelers will reach a site for the first time through their phone

DNCR Website & Social Media

15

Channel Growth

Website Visits Up 20%

Visitors Up 22%

Page views Up 16.5%

Facebook Followers Up 48%

Average Weekly Engagement Up 34%

Twitter Followers Up 24%

Average Weekly Engagement Up 30%

Flickr Impressions Up 12%

2016 vs. 2015

Expanded use of new platforms like Instagram, Periscope and Snapchat

DNCR Weekend Round Up

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Emailed every week to

subscribers and media

outlets.

• Reaches about 5,000

• Paired with weekend

event posts on

Facebook, Twitter and

Instagram

NC Welcome Centers

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Banner in

each of

the 9

Welcome

Centers

Quarterly email sent to every

Welcome Center visitorZoo sign in Charlotte

Welcome Center

Fundraising• Over $2 million raised over the last two years

• $1,500,000 appropriation to support Queen Anne’s Revenge Shipwreck Recovery Project

• Over $83,000 to support the NC Awards

• $343,000 from the Cannon Trust

• Over $800,000 sponsorships and grants currently pending

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DNCR Marketing Goals

• Continue to deliver high degree of customer service, both internally and externally

• Expand educational opportunities through online content

• Strengthen partnerships with VisitNC and other NC Departments

• Take the DNCR show on the road

• Cross promote activities throughout DNCR

• Grow media relationships and story opportunities

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Thank you!

Please let me know if you have any questions.

www.ncdcr.gov/workshops