Marketing SquareTable November 2012. Situational Considerations Returning to lower level of spending Need updated positioning & distinguishing brand strategy.

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Presentation transcript:

Marketing SquareTable November 2012

Situational Considerations Returning to lower level of spending Need updated positioning & distinguishing brand strategy Website behaviors changing; mobile & SM overtaking desktop; content is king More targeted; Segment focus; Multi-touch & layered tactics New ad agency; Perception Study Update; Research on New Brand Platform Website Redesign using Responsive Design; adding Content Management System; swifter, flexible, more engaging & responsive CONTENT

and Customer Segments Seasons In-Market WinterSpringSummerFall Customer SegmentDecember-FebruaryMarch - MayJune-August September - November Families Couples Girls' Getaways Fishing Golf Nature/History/Byway New Expansion Home-schooled & year- round schooled families UK Tour Operator Visitors

and Plan Segment planning sessions Integrated & layered communications planning New experiential digital assets Tagged/catalogued 18,000 existing images for new digital library Destination & segment analyses Instituting local call sales team to assist IPs with activation Provide Sales team with new tools

and Prepare Phased investment plan with usability testing; stakeholder input sessions; content creation for redesign of site & launch 9/13 Photo Gap Analysis for multi-year visual asset investment plan Destination database analysis; comparison to inquiry leads to verify planning horizons, segments reached Liaising with P/R firms for better support linking to our segment strategies; full-on pitches & press trips Developing partnerships (media; promotional; corporate)

and Perform Set benchmark metrics Test & deploy tactics to learn & update strategies as move thru 2013 Quarterly online ad conversion study for more reliable data Ad, online & direct mail co-ops Integrated outreach to segments Regular online surveys to track needs, engagement, return intent Track P/R pitching, & online results

and Participate Grow IP engagement in CVB programs: * Brochure Display * Welcome Center Showcases * Ad, Internet & direct mail co-ops * Extranet training * Contest & promotional exposure * Press Trip involvement * Special UK Tour Operator business development test

and Participate (cont’d) Deliver value for IPs; encourage info exchange; develop closer ties: * Monthly PartnerPosts s * Qtrly Marketing SquareTable mtgs -- 2 new dedicated sector mtgs: Restaurants & Attractions * Qtrly P/R Practitioner mtgs * Qtrly Geek Team mtgs * Qtrly Sales Update mtgs