1 Lincoln City VCB Marketing Plan

Index I. Mission, Vision and Goals II Insights III Objectives and Strategies IV. Oregon Coast Guest Demographics V. Advertising/Media Plan VI. Social Media VII. Group Sales VIII. Events IX. Promotions X. Public Relations

MISSION To promote tourism in Lincoln City, stimulating economic growth and creating employment for a sustainable future. VISION Establish Lincoln City as the preferred family vacation destination on the Oregon Coast. GOALS Be the recognized tourism expert, educating the Lincoln City community about the value of tourism and the activities of the VCB. Be a resource and rallying point for the tourism community of Lincoln City, helping to coordinate and amplify tourism marketing efforts. Increase our overnight visitor market, encourage incremental and longer stays by visitors to the city in peak season while developing shoulder and off-season markets. Promote Lincoln City as a one-of-kind destination, a vibrant place with endless hands-on experiences coupled with the beauty of the Oregon Coast. Continually review and improve key marketing tools to efficiently and competitively position Lincoln City as the premier Oregon Coast destination. I. Mission, Vision and Goals

II. 2014–15 INSIGHTS

To follow III OBJECTIVES AND STRATEGIES

IV. OREGON COAST GUEST DEMOGRAPHICS Guest Source of Residency

IV. OREGON COAST GUEST DEMOGRAPHICS Guest Age

IV. OREGON COAST GUEST DEMOGRAPHICS Average Party Size

IV. OREGON COAST GUEST DEMOGRAPHICS Family Size

IV. OREGON COAST GUEST DEMOGRAPHICS HH Income

IV. OREGON COAST GUEST DEMOGRAPHICS Marital Status

IV. OREGON COAST GUEST DEMOGRAPHICS Children in HH

IV. OREGON COAST GUEST DEMOGRAPHICS Seasonality

IV. OREGON COAST GUEST DEMOGRAPHICS Average Length of Stay

A. Objectives 1. Increase effectiveness of media placement in key destination markets. 2. Maximize both reach and frequency of Lincoln City messaging in key destination markets. 3. Continually improve media performance. B. Target Audience 1. Demographics: Primary (Spring/Summer): Female head of household 25-49, married, with children ages 8-12 Primary (Fall): Female head of household, empty nesters, 55+ Primary (Winter): Female head of household, empty nesters, Key Markets Primary: Portland Secondary: Eugene, Salem V. ADVERTISING/MEDIA PLAN

C. Strategies 1. Maximize media investment in markets producing the best BDI-based visitation return. 2. Formalize post-buy media evaluation. 3. Address B2B markets (group, bus tour) based on potential visitation versus cost. D. Tactics 1. Eliminate media purchases in markets where a minimum effective frequency of three is not accomplished within a two-week schedule. 2. Conduct a post-buy analysis comparing actual media delivery versus delivery promised, requiring make-goods to compensate for shortfalls 3. Leverage media buys to include editorial support and promotions 4. Utilize cooperative promotions to extend the reach of the Lincoln City VCB media campaign V. ADVERTISING/MEDIA PLAN

To Follow V. SOCIAL MEDIA

To Follow VI. GROUP SALES

To Follow VII. EVENTS

To Follow VIII. PROMOTIONS

To Follow IX. PUBLIC RELATIONS