1. 1 Lincoln City VCB 2015-16 Marketing Plan

2. Index I. Mission, Vision and Goals II. 2014-15 Insights III. 2015-16 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

3. 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

4. II. 2014–15 INSIGHTS

5. To follow III. 2015-16 OBJECTIVES AND STRATEGIES

6. IV. OREGON COAST GUEST DEMOGRAPHICS Guest Source of Residency

7. IV. OREGON COAST GUEST DEMOGRAPHICS Guest Age

8. IV. OREGON COAST GUEST DEMOGRAPHICS Average Party Size

9. IV. OREGON COAST GUEST DEMOGRAPHICS Family Size

10. IV. OREGON COAST GUEST DEMOGRAPHICS HH Income

11. IV. OREGON COAST GUEST DEMOGRAPHICS Marital Status

12. IV. OREGON COAST GUEST DEMOGRAPHICS Children in HH

13. IV. OREGON COAST GUEST DEMOGRAPHICS Seasonality

14. IV. OREGON COAST GUEST DEMOGRAPHICS Average Length of Stay

15. 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, 55+ 2. Key Markets Primary: Portland Secondary: Eugene, Salem V. ADVERTISING/MEDIA PLAN

16. 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

18. To Follow V. SOCIAL MEDIA

19. To Follow VI. GROUP SALES

20. To Follow VII. EVENTS

21. To Follow VIII. PROMOTIONS

22. To Follow IX. PUBLIC RELATIONS