1. Strategy Discussion & Feedback Part One September 19, 2011
WADMC 2012 Marketing Plan
Strategy Discussion & Feedback
Part One
September 19, 2011
9/17/2018
2012 Strategy Discussion

2. WADMC 2012 Marketing Plan
Chair, Robin D. Carson, VP and General Manager,
Kingsmill Resort
9/17/2018
2012 Strategy Discussion Confidential Working Papers

3. Our purpose today … Agree on the strategic framework of the 2012 plan
Review organizational structure and planning process
Reflect on the Current Economic Environment
Share 2011 Results
Provide 2012 Strategic Recommendations
Gain WADMC Feedback and Approval
Tactics, execution details and budgets will be presented in November
Focus on objective and strategies –
9/17/2018
2012 Strategy Discussion

4. Roles & Responsibilities
Authorizing
Advising
Administering
WADMC
MRTF
Agencies, Campaign Coordinator
Oversees MRTF
Approves marketing plan & budget recommendations
Authorizes expenditures
Develops and recommends annual marketing campaign and associated costs
Manages Agencies
Monitors research and campaign objectives
Ensures focused oversight in critical functional areas
Develops creative elements
Executes media plan and PR programs
Manages budget
Oversees Website operations and content management
Provides MRTF Support
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2012 Strategy Discussion

5. MRTF Organizational Changes
Allows for maximum attention to all critical marketing disciplines:
MRTF
Strategic Planning
Finance
Public Relations
Advertising
Website
Analytics
Content
Marketing
Booking Engine
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2012 Strategy Discussion

6. Committee Chairs & Members
Budget and Finance Committee
Chair, Jody Puckett
Members: Bob Harris, Jodi Miller, Dave Potter
Strategic Planning Committee
Co-chairs, Robin Carson and Jodi Miller
Creative and Media Committee
Chair, Sally McConnell
Members: Robin Carson, Julie O’Neil, Susan Bak
Public Relations Committee
Chair, Pricilla Caldwell
Members: Kate Hoving, Tom Shrout, Linda Stanier, Kevin Crosssett, Debby Padgett
Booking Engine Management Committee
Co-Chairs, Kristi Olsen, Julie O’Neil
Members: Laura Flint, Melissa Moses, Joan Heiken
Website Committee
Co-chairs, Susan Bak and Bob Harris
Website Content/Optimization subcommittee – Susan Bak, Priscilla Caldwell, Jo Cox, Lee Hall
Website Marketing/Promotions subcommittee – Tracy Perkins, Bruce Wilson, Kristi Olsen, Joanna Skrabala
Website Tracking/Analytics subcommittee – Bob Harris, Bob Jeffres, Allison Jones
Each committee meets a minimum of one to two times a month reporting activities monthly to MRTF
9/17/2018
2012 Strategy Discussion

7. Planning Timeline Strategy session WADMC Annual review
Tactical plan & budget
approval
MRTF
Program
execution
Agency/partner
input
Strategy development
Program
execution
Tactical
evaluation
Ad Tracking
research
Tactical plan
development
9/17/2018
2012 Strategy Discussion

8. The Current Economic Environment
Unemployment remains high and is not predicted to return to pre-recession levels until possibly 2018 (Heritage Foundation, August, 2011)
Consumer confidence fell sharply in the past three months and is now at an all time low (CNN Money, August, 2011)
Those planning on taking a vacation in the next six months fell to a 43 year low (Conference Board, 2011)
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2012 Strategy Discussion

9. The Current Economic Environment
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2012 Strategy Discussion

10. WADMC funding represents a fraction of total destination marketing
Premium Outlets
Hotel Properties Timeshares
College of W&M Great Wolf Lodge
Jamestown-Yorktown Foundation
Alliance Historic Yorktown Kingsmill Resort
Colonial Williamsburg Busch Gardens/Water Country
Historic Triangle Tourism Marketing
9/17/2018
2012 Strategy Discussion

11. The destination media spend has declined more then 35% since 2006 high
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2012 Strategy Discussion

12. Expense Allocation Summary
2009 ACT
2010 ACT
2011 PYE
Advertising
$4,271,323 
$3,297,812 
 $3,278,655 TV
42%
46%
Online Display
15%
18%
Search
10%
11%
Print
0.4%
0.5%
Production
13% 4% 3%
Fees 7% 9%
Public Relations 5% 6%
Administration
7.6%
6.6%
3.0%
EXPENSES SUBTOTAL
100%
9/17/2018
2012 Strategy Discussion

13. WADMC 2012 Marketing Plan 2011 Advertising Recall
Sally McConnell, Director, Brand Strategy and Marketing Communications,
Colonial Williamsburg Foundation
9/17/2018
2012 Strategy Discussion Confidential Working Papers

14. Define Williamsburg Area as the best place to vacation with kids
CAMPAIGN OBJECTIVE
Generate awareness, appeal and consideration of a Williamsburg Area vacation
Measures
AD RECALL | INTENT TO VISIT | WEB VISITS
Strategy
Define Williamsburg Area as the best place to vacation with kids
Brand Positioning
Creative Execution
Media Placement
Public Relations
Build desire to visit with information and planning resources
Web Site
Content Development
Planning Tools
Strategy
Grow by inspiring repeat visitation from a devoted guest base
New Reasons to Visit
Direct Marketing
Strategy
Robin
Note – Need to click three times to launch animation from box to box to box.
TOURISM HEALTH INDICATORS: Room nights, admissions, taxes, consumer inquiries, etc.
MISSION
Advertise the Williamsburg Area to drive overnight visits
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2012 Strategy Discussion

15. Television remains by far the most cited source of Williamsburg advertising
Where do you recall seeing the advertisement for Williamsburg? *Results shown among those who recall seeing the ads. N=556
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2012 Strategy Discussion

16. Williamsburg advertising recall has risen slightly and remains one of the most recalled+4
In the past 30 days, do you recall seeing an advertisement campaign for any of the following places?
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2012 Strategy Discussion

17. Ad recall is up in DC and Raleigh/Durham, unchanged in NYC, and down in Philadelphia
No Change +7 -6
+14
In the past 30 days, do you recall seeing an advertising campaign for… Williamsburg, VA?
*Results display %Yes/Recall
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2012 Strategy Discussion

18. Yes, Recall Williamsburg Ad Williamsburg Attributes
Advertising is moving the needle for Williamsburg being viewed as “a good value for the money”
Yes, Recall Williamsburg Ad
2009
2010
2011
Change from 2010
A place to learn and discover new things
7.9
8.2
8.1
-0.1
A place that is easy to get to
N/A
7.7 --
A fun place
7.6
7.5
-0.2
A place that has something for everyone
7.4
Has all sorts of recreational opportunities for kids and adults
A place with lots of entertainment
7.2
Is a good value for the money
6.2
6.9
+0.3
A place that has something for every budget
Williamsburg Attributes
Ranked by 2011 Mean Score
Based on anything you know, read or may have heard about the Williamsburg, Virginia area, please rate the following statements about the area. Please use a 10-point scale, where a “0” means the statement DOES NOT DESCRIBE THE WILLIAMSBURG AREA AT ALL, and a “10” means it DESCRIBES THE WILLIAMSBURG AREA EXTREMELY WELL.
9/17/2018
2012 Strategy Discussion

19. Williamsburg still lags behind a number of more popular destinations
Top Vacations
Top Leisure Trips
Destination/Activity
2010
2011
Change
Florida
15%
12% -3
Walt Disney World 7% +5
Camping 3%
11% +8
Myrtle Beach, SC 5% +6
North Carolina
10% +1
Beach 8% -4
Jersey Shore +4
Orlando, FL --
Cruise 1% 6%
New York -1
Amusement Parks
Virginia 4%
Pennsylvania -2
Williamsburg, VA 2%
Destination/Activity
2010
2011
Change
Camping 4%
12% +8
Florida 9%
10% +1
North Carolina
11% -1
Pennsylvania 8% +2
Beach
New York --
Walt Disney World +5
Myrtle Beach, SC 6%
Orlando, FL +4
Jersey Shore 2% 7%
Cruise 1%
New Jersey 5%
Washington, DC +3
Virginia -3
Williamsburg, VA 3%
Where did you go on your family vacation(s)/leisure trip(s)? *Results among responses equal to or greater than 5% for 2011
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2012 Strategy Discussion

20. Top Five Reasons for Not Visiting Williamsburg by Media Market
Distance from Williamsburg is a particular issue in the Philadelphia and NYC media markets
New York, NY
Too Far Away (15%)
Prefer Somewhere Else (10%)
Boring (10%)
Already Been There (9%)
Kids Too Young (7%)
Top Five Reasons for Not Visiting Williamsburg by Media Market
Philadelphia, PA
Too Far Away (16%)
Already Been There (10%)
Boring (10%)
Not Interested (10%)
Prefer Somewhere Else (10%)
Washington, DC
Already Been There (20%)
Too Expensive (15%)
Boring (11%)
Not Interested (9%)
Prefer Somewhere Else (9%)
Raleigh/Durham, NC
Too Expensive (16%)
Already Been There (10%)
Prefer Somewhere Else (9%)
Economic Situation (9%)
Too Far Away/Busy (7%)
What are some the reasons that you would choose to not take a family vacation/overnight leisure trip to the Williamsburg area?
*Results shown represent top five reasons
9/17/2018
2012 Strategy Discussion

21. Yes, Recall Williamsburg Ad
While interest in visiting Williamsburg is up, actual visit likelihood has fallen among respondents who recall advertising
Total Likely: 35%
Total Likely: 60%
Total Likely: 51% -9
Points
Yes, Recall Williamsburg Ad
How likely are you to visit the Williamsburg, Virginia area for vacation/overnight leisure trip in the next twelve months (2009: six months)?
9/17/2018
2012 Strategy Discussion

22. 2011 Results 2008 2009 2010 2011 Actual $3.67M $3.94M $3.08M $3.15M
Ad Spending (MM’s)
$3.67M
$3.94M
$3.08M
$3.15M
Ad Recall
53%
51%
55%
Intent to Visit
34%
35%
60%
Ave. Daily Web Sessions
3,023
3,431
3,826
3,028*
Spend does not include admin.
9/17/2018
2012 Strategy Discussion

23. WADMC 2012 Marketing Plan 2011 Tourism Indicators
Bob Harris, Sr. Vice President Tourism,
Greater Williamsburg Chamber & Tourism Alliance
9/17/2018
2012 Strategy Discussion Confidential Working Papers

24. Website results decline with shift in on-line spend
Visits to visitwilliamsburg.com
$830,924
$586,229
2011 Spend
2010 Spend
$19,477
$8,407
$17,957
$31,968
$19,205
$77,128
$97,368
$174,006
$175,553
$241,192
$259,919
$138,969
$263,417
$127,305
$131,035
$78,763
9/17/2018
2012 Strategy Discussion

25. Booking Engine results thru 8/31 follow suit
2010
2011
% Change
Total Orders/ Transactions
8,905
7,797
-14%
Room Nights
10,782
9,607
-11%
Tickets
$691,671
$599,567
-13%
Car Rentals
$2,783
$1,032
-63%
Flights
$6,677
$4,737
-29%
Room Night Bookings
$1,070,994
$1,032,492
-4%
YTD Revenue
$1,772,125
$1,637,828
-8%
Budget
$3,297,812
$3,278,655
-1%
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2012 Strategy Discussion

26. Results Year Over Year Thru July 31
Room Nights + 1.5%
Room Sales +3.3%
Meal Sales +4.7%
Sales Taxes +4.3%
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2012 Strategy Discussion

27. This Concludes Strategy Discussion & Feedback
Part One
September 19, 2011
9/17/2018
2012 Strategy Discussion

28. 9/17/2018
2012 Strategy Discussion