1. Rockingham County Tourism Development Authority
Year End Report
Three Year Marketing Plan Recap
August 10, 2106

2. Collaterals Produced:
Tourism Initiatives
Collaterals Produced:

3. Tourism Initiatives
New Web Site: VisitRockinghamCountyNC.com

4. Tourism Initiatives
Social Media: Facebook & Instagram

5. Print Ad Series: History
Tourism Initiatives
Print Ad Series: History

6. Tourism Initiatives
Print Ad Series: Rivers

7. Tourism Initiatives
Print Ad Series: Trails

8. Print Ad Series: Special Events
Tourism Initiatives
Print Ad Series: Special Events

9. 2015-2016 Tourism Initiatives Print Ad Placements:
Blue Ridge Outdoors magazine
Our State Magazine
NC Heritage Guide
Explore Rockingham County

10. Tourism Initiatives
VisitNC Co-op Ads: Family Fun

11. VisitNC Co-op Ads: Garden & Gun
Tourism Initiatives
VisitNC Co-op Ads: Garden & Gun

12. Tourism Initiatives
Water Recreation Video :

13. Tourism Initiatives
30 Second TV Commercial:

14. Tourism Initiatives
Digital Ads: VisitNC.com & Weather.com

15. 2015-2016 Tourism Initiatives TV & Digital Ad Results:
1,200 spots total across 3 flights
(fall 2015; Spring 2016; Summer 2016)
Over 510,000 impressions
55-60% Reach
3 Frequency
44% Click-through rate

16. 2015-2016 Tourism Initiatives VisitNC Social Media Spotlight:
June 11, 2016
Facebook, Twitter & Instagram
Over 3,000 social engagements
1.6 million+ impressions
Highest performing of the year!

17. 2015-2016 Tourism Initiatives Other: $38,000 in marketing grants
PR & media pitching: UNCTV feature
Live web cam with Rockingham County Radio:
“RockinghCam”
Water Resources Fund Grant for new Planters Road Dan River access & park
Promotion of county events
Tourism video won special “Judges Choice” award for tourism promotion in 2016 SEDC Communication Awards Program

18. Three Year Plan Recap
Continue to build and strengthen Rockingham County’s outdoor recreation brand.
Capture more of the overnight leisure travel market in the county.
Enhance existing tourism attractions and help develop new ones.
Recruit tourism-related businesses and industries.
Create local pride.
Support efforts of cities and towns in development of their specific tourism product.

19. Three Year Plan Goals
Increase occupancy tax revenues by 5%. (exceeded)
Increase share of leisure visitors to an average of 35% in hotels. (need to survey hotels)
Recruit at least one major sporting event to be held in next fiscal year ( ). (met; work with Mayodan)
Continue to implement plans and activities with partners for tourism infrastructure and business development. (met; through BRAE plan)
Recruit new hotel to Western side of County. (Not met)
Increase number of jobs attributed to tourism. (waiting on state numbers)
Maintain a quarterly PR ROI of 5 to 1. (met)

20. Next Steps Complete hotel survey Survey outdoor attractions
Research best practices in comparable communities
Add positions to TDA Board & revise statute
Assist on hotel project for Western Rockingham
Capitalize on opportunities to market Shiloh Airport for tourism
Develop new tourism strategic plan