1. PA Dutch CVB Member Briefing A special thanks to our sponsors: and to Elizabethtown College for hosting this meeting December 5, 2012

2. Welcome President Search Update Marketing Campaigns Fiscal Issues Agenda

3. To increase visitation to Lancaster County for the purpose of maximizing economic prosperity and employment opportunities for the destination. Our Mission

4. Scott Miller, Chair PA Dutch CVB Search Committee President Search

5. Marketing Campaigns

6.  Harvest Season Campaign Metrics  Christmas Campaign Plans  Moving Forward – 2013  Campaign shift  Seasonal initiatives

7. Fall Interactive Campaign  Comprised of 5 major elements  Social Media Components (Paid promoted posts on FB)  Placement on TripAdvisor.com  Traditional re-targeting  Search re-targeting  Email distribution

8. Lancaster County Christmas  Message:  Make a visit to Lancaster County a holiday tradition  Call to Action:  Visit LancasterCountyChristmas.com for more information.

9. Holiday Traditional Media Components  Target Markets & Media:  Philadelphia DMA (TV & radio) Combined Reach/Frequency: – 75.6%/6  Harrisburg DMA (TV only) Reach/Frequency: TV – 83.2%/5  Flight Dates  Weeks of 11/19, 11/26, 12/3, and 12/10  B101 Trivia game “Lancaster County Christmas”  On air and on B101’s website  Targeted post on Facebook to B101 listener area

10. Holiday PR & SM Components Public Relations:  Lancaster County Christmas-based wish list of holiday ideas  Targeted pitching & press tweets Social Media:  Blog Series – 25 days of Lancaster County Holiday Traditions  Promoted Facebook posts

11. Holiday Interactive Components  Increase of SEM spend  Lancaster County Christmas landing page  Re-targeting buy  Themed TravelGuides

12. Moving Forward - 2013

13.  Simply Lancaster County  What we envision Treasure A Simple Sunrise Ann Arbor  Seasonal Initiatives  Spring – Interactive Campaign  Summer – Traditional Media and Interactive  Fall – Interactive Campaign  Holiday – Traditional Media and Interactive

14. Fiscal Issues

15. 2013 Budget Overview Revenue2013 Budget2012 Projected Tax Revenue $1,485,000$1,575,000 Advertising $843,000$807,000 Member Investment $643,000$633,000 Other Revenue $144,000$157,000 Total Revenue $3,115,000$3,172,000 Note: 2012 Received one month of Hotel Tax Revenue

16. 2013 Budget Overview Expenses2013 Budget2012 Projected Marketing Investment $1,600,000$1,655,000 Misc. Marketing Exp. $477,000$443,000 Salaries/Wages/Benefits $1,042,000$1,350,000 Sales Dept. Expenses* $252,000$249,000 Operational Expenses $280,000$300,000 Misc. Expenses $89,000$94,000 Total Expenses $3,740,000$4,091,000 Net Loss ($625,000)($919,000) Notes: * excluding salaries/benefits

17. Fund Balance Projection Notes: Assumes no new revenue streams and 2.5% annual growth in tax revenue.

18. Sales Department Allocation

20. Trade Shows by Market 20132012 Tour & Travel1615 Religious/Assn.7 or 87 Sports2 or 31

21. Marketing & Budget Summary  Leisure media spend of $1.6 million will be comprised of new TV spots, interactive campaign, and possibly radio, print, and outdoor.  $1.6 million will be spent entirely on the “destination” message.  Sales department budget includes a 40% increase in event investment (bid fee) dollars. We will be very aggressive in going after county-wide events.  Trade show and sales mission schedule will remain robust.  While the declining fund balance is a concern, the CVB will continue to focus on strategically marketing our destination in an efficient and effective manner. Fulfilling our mission is paramount.