Pocono Mountains Visitors Bureau Strategic Vision 2012-2016
Overview
Situational Analysis
This most recent update of the Pocono Mountains Visitors Bureau’s (PMVB) Strategic Vision follows a similar look and feel to the previous 2008-10 plan, with the most visible change having been made to the Situational Analysis. The landscape of the tourism industry in 2011 looks very different than it did in 2008 when this vision was last updated. This vision document, much like its predecessor, was crafted as a result of a series of presentations, retreats, surveys, and outside resources. While what we do has not changed dramatically over the past few years, the way in which we do it has.
A recent survey by the Destinations Marketing Association International (DMAI) revealed ten trends that are shaping the tourism promotion business for TPAs like ours. These trends serve as a framework for updating our action plan. They are presented in no particular order of importance. Shifting Resources – Doing More With Less The reality of the past recession has forced us all to find ways to be more efficient and effective with smaller staffs and less budget. The PMVB has tightened its belt and reevaluated various programs making some difficult decisions operating with a third less staff in 2011 than existed in 2008. The Quality Assurance program was eliminated and others were dramatically reduced. The annual Travel Guide has been replaced with an enhanced Attractions brochure. Driving most of this shift has been the increased use of technology specifically laptop computers, smart phones and other hand held devices.
Adding to both the confusion and challenge of tourism marketing has been the impacts the recent economic recession has had on both the funding sources and levels of funding the PMVB has received. At one point several years ago the Commonwealth of Pennsylvania via a Tourism Promotion Agency (TPA) grants program administered by the Department of Community and Economic Development (DCED) would account for $1,800,000 or nearly 20% of the PMVB’s annual budget. In fiscal year 2012 that program was dramatically reduced to $34,786.
Tourism Promotion Funding – Protecting and Diversifying the Source(s) While challenges do exist and will continue to crop up, we predict that the future is bright and that the best days for the Pocono Mountains are still ahead.
With the loss of DCED funds of nearly $2 million and a slowing economy affecting the rate of growth in room tax revenues, TPAs are being challenged to meet the need for robust marketing efforts in spite of reduced marketing dollars. Thankfully many of the nearly 500 PMVB members have stepped up to participate in a jointly branded advertising campaign that is generating significant dollars which are then leveraged for even more buying power by MayoSeitz, our media placement company. The future holds opportunities for the PMVB (because of our brand identity) to develop similar co-branded messaging with major regional companies within and outside the travel industry. Additionally, other grant opportunities are now available to us at both the state and federal level that would not have been possible prior to our newly established 501(c) 6 designation. Content is King – Meeting the Customer via Their Preferred Channel Having data posted and available is only part of the solution to the ever growing appetite of the consumer for information. Equal if not greater consideration needs to be given to the form in which the information is being presented (i.e. podcasts, streaming video, blogs). The other important consideration is the channel being used to communicate that information. Facebook, YouTube, Foursquare and other social media sites will also increasingly play a more important role in the distribution of information about destinations and play a larger role in influencing consumer behavior.
Alex Westner
Increasing Use of Technology – The Mobile Revolution There is no turning back. The mobile technology revolution has become part of everyday life. Just a few years ago it was considered mandatory for everyone to have a website. Now it is mandatory to have a specially designed mobile site. The fast and rapid adoption of the use of mobile technologies necessitates a quick response to the opportunity presented. Here again not only must we respond to the use of technology but we must also develop the advertising and marketing support programs that will maximize the benefit of having this information and booking channel. Familiarity with technology is the single most important difference between GenY and older generations.
Adjusting to the New Demand on the Meetings Market – Find the New Opportunities It appears that the numbers of meetings, size of meetings and spending by these meetings have all ratcheted downwards, and the often counted on “corporate meetings” have taken the biggest hit during this recession. To fill this void, increased emphasis will need to be placed on the SMERF markets. They represent the greatest opportunity to generate room nights and shoulder season bookings. Add to that the new found interest in “endurance sporting events” such as Ironman triathlons, Ragnar Relays, Warrior Dashes, mud runs and orienteering events, and the opportunities are there for the Pocono Mountains to more than compensate for any downturn in the traditional corporate meeting business. Developing New Marketing Strategies – Engaging the Niche Visitor It has been said of late that all travelers are niche visitors. It seems that the day of one size fits all is long gone and that each visitor is looking for something that satisfies or meets their specific needs. So we must continually pay attention to the visitors and listen to what they are looking and asking for. Then find ways to provide that product or service to them. The development of our “pet friendly” efforts, our endurance sporting events and possibilities for film/video production reflect that very scenario. We need to keep and stay alert to other such opportunities and then react appropriately to take advantage of them. Enhancing the Use and Management of Visitor Centers – Making it More Productive While it is very unlikely that we will increase the number of visitors centers, the importance as an information distribution center and touch point with the visitor is without question. If we wish to stay a visitor centric organization then we need to maintain various channels via which we can have contact with our visitors. Blogging, social media and live chat are all increasingly popular forms of communication but nothing is as profound as the one-on-one interaction presented by a visitor to your area at the moment they enter a visitor center. Russ Schleipman
Increasing Focus on Regional and Drive Markets – Fishing Where the Fish Are With three out of every four visitors to the Pocono Mountains being a resident of either New York, New Jersey or Pennsylvania it is very simple to see our greatest potential is in our own backyard especially considering that these backyards are two of the most populist in the nation. Opportunities will crop up for other long haul markets that may be worthy of consideration. The tried and true future for the lion’s share of our business will come from the region in which we are located. Sustainable Tourism Programs – Be Socially Responsible Expanding Our Focus – Engagement in Advocacy Activities The foundation of the PMVB’s marketing efforts are focused on connecting our visitors with the great outdoors either through recreation or enjoyment of the natural surroundings. It is therefore in our best interest and that of our visitors to maintain our focus on sustainable tourism. It revolves around the old saying of “doing well, by doing good”. For its part the PMVB has created a sustainable tourism strategy; organized an internal green team, reviewed our internal operations to become more environmentally sensitive, and attempted to provide leadership through information sharing to our members. This is a long term process and a commitment we make to our members and our visitors.
The relationship we have with policy makers at the local, state and national level increasingly affect our abilities to accomplish our mission of economic development through the promotion of tourism. It is in these public arenas that decisions are made that can profoundly affect the way businesses are allowed to operate. It therefore stands to reason that the PMVB is an advocate for our industry and particularly for our visitor on issues that affect them. The PMVB cannot be seen any longer as solely a sales and marketing association. Our responsibilities go much farther than that. It has been said that “if you are not at the table, you could be on the menu.”
Pocono Mountains Visitors Bureau Mission Statement
Pocono Mountains Visitor-Centric Strategic Map
The mission of the Pocono Mountains Visitors Bureau is to enhance the economic and environmental well-being of our region and members through the promotion of tourism and the comprehensive marketing of our destination.
Maintaining a visitor centric focus will be critical for the current and future success of the PMVB and the tourism industry of the Pocono Mountains. The visitor must be at the heart of our marketing philosophy and practice. The chart below illustrates that the visitor is the center of focus.
Pocono Mountains Brand Promise To our visitors, the Pocono Mountains offer convenient, easily accessible mountain, river, lake and place-in-the-country travel experiences that enable you to get the most out of your time here and result in a lifetime of cherished memories with friends, family and colleagues.
Informing, Educating & Advising the Visitor
Delivering Services To the Visitor
• Websites • Mobile Site • Social Media Outlets • Collateral Materials • Visitor Centers/#800
• Lodging Facilities • Visitor Attractions • Tour Operators • Local Visitor Services PMVB Role: Advocate the Total Visitor Experience
PMVB Role: Inform, Educate and Advise the Visitor
Russ Schleipman
VISITORS: Leisure Conference Business Marketing & Selling To the Visitor
Developing the Destination
• Sales/Marketing Team • Local Stakeholders • Group/Tour Packagers • Travel Resellers
• Economic Development Agencies • Community Leaders • Local and State Government
PMVB Role: Advise and Support Marketers
PMVB Role: Support and Develop the Destination Strategy
Key Results Areas An Action Plan for the Pocono Mountains Moving forward requires a commitment by both the PMVB staff and the stakeholders of the Pocono Mountains to a series of actions which will generate important and meaningful results. The PMVB will continue to be relevant and grow visibility by focusing on six key result areas.
Russ Schleipman
This is the ongoing effort to continue building the brand identity for the destination as an “outdoor recreation destination in all seasons for families and outdoor enthusiasts.” As the official face of the Pocono Mountains, the PMVB will employ actions that position the Bureau as the “go to” organization for visitor information including but not limited to: • Utilizing co-branded advertising opportunities with PMVB members to extend both reach and frequency of our message year round • Looking at potential partners outside our region with a similar interest in extending their branding through joint marketing arrangements • Accelerating sales efforts in the area of corporate, association, religious, reunion and group tours • Pushing Public Relations efforts to supplement advertising efforts and carry a message that supports our branding efforts • Continually evaluate and utilize print collateral to accomplish overall branding objectives and support specific niche markets (ski, golf, attractions, campgrounds, etc.) • Looking for opportunities to generate increased midweek and off season business • Supporting “Town and Country” concept in the growing international visitors market, enhancing group and individual visitation from Canada • Developing more partnerships with special events that bring new visitors to the area, encourage the use of the “Pocono Mountains” in exchange for Bureau support • Participating in efforts to promote the region as a location for commercials, films and video production • Looking to expand and reinforce various niche markets as the opportunities of the future, target niche opportunities for participatory sporting events • Finding ways to promote the Pocono Mountains as a healthy vacation, develop “green and clean” programs • Evaluating the value/success of package promotion
Russ Schleipman
Building Identity: “Marketing the Brand”
Building Traffic: “Web/Mobile”
Building Vision: “Policy Advocacy”
The use of smart phone technology, social media and user friendly website design, coupled with strategies for attracting prospective travelers as early as possible in their “trip planning process” and to find trustworthy destination information. Actions to be employed to accomplish this include:
The practice of identifying critical issues and policy questions relating to the development of the Pocono Mountains and the tourism industry will continue to be increasingly important. The PMVB will participate and establish leadership in this area by:
• Continuous efforts to revise, update and keep the PMVB website relevant and user friendly • Becoming a leader in the adoption of smart phone technologies both for content as well as advertising messaging • Looking to create mobile apps for events and attraction information and investigate online sales and purchases • Allowing real time updates (by members) and seek to simplify the forms • Utilizing email, mobile and all inquiry lists on a regular basis with a branded theme • Utilizing the most current and relevant forms of social media marketing to engage conversations with prospective visitors and travel journalists as well as monitoring blogs and other social media • Continuing to add user generated content, YouTube videos and blogging
Jeff Greenberg
• Actively participating with community and regional economic development organizations • Participating in local, statewide and national organizations that support common goals and objectives (PACVB, PTLA, PASAE, DMAI, HSMAI, USTA, TTRA, etc.) • Attending county commissioner meetings on a quarterly basis • Encouraging and supporting sustainable destination development • Leading and supporting efforts to ensure that the Pocono Mountains are “clean and green” • Proactively advocating tourism issues at the local, state and federal level with elected officials and appropriate agencies • Applying for ”Local Share” revenues from table gaming, investigate other local, state or federal funding sources that align with PMVB’s mission • Working to establish the PA State Tourism Office as an effective industry organization (consider removing from DCED and finding a new revenue source)
Dick Ludwig
Building Coalitions: “Outreach”
Building Commitment: “Visitor Centric”
As the four-county tourism promotion agency, it is critical for the PMVB to be systematically and continuously building connections and coalitions to the many community leaders, stakeholders, industry partners and opinion shapers. Actions in this area include:
The PMVB embraces the continuous and never ending practice of teaching, promoting and modeling a visitor-centered doctrine to all stakeholders in our communities. In many ways we are the spokesperson for the more than 24 million visitors to our region each year and pledge our commitment to being visitor centric by:
• Strengthening existing Committees for ski, golf, attractions, campgrounds, and country inns/B&B’s holding meetings on a regular basis • Growing the PMVB Membership • Continuing the use of bimonthly PMVB e-newsletters and grow the audience • Investigating ways to incorporate webinars and specialized workshop as an information sharing and skill development opportunity (Social Media, etc.) • Working directly with other tourism related organizations in the region to get a consistent focused message to visitors to the area, being the tourism “authority” for the four counties that market the experience • Finding ways to involve membership in volunteering, community outreach and sharing what works and what does not • Continuing to offer “Tourism Day” and the “Annual Report Luncheon” as primary informational and educational forums for PMVB activities • Encouraging lodging properties to add the following statement to their reservation confirmation “For more information on what to see and do while in the Pocono Mountains visit www.800poconos.com” • Continuing to expand the “About PMVB” section on 800poconos.com to provide more tourism industry information becoming the “go to” source for statistics/research as it relates to tourism for hospitality leaders, economic development professionals and journalists • Expanding media relations program by expanding range of media contacts • Encouraging “third party operators” to promote the area and its packages • Supporting the development of an “in the business” discount/rewards program • Strengthening the relationship with secondary and post secondary education programs resulting in improved career opportunities for the region’s residents
• Growing the Enculturation program each year as a way to raise the bar of hospitality services throughout the region • Continuing to invest in and manage high quality tourist information centers • Providing appropriate print collateral material as needed • Enhancing visitor interaction via live chat functions, mobile texting, and social media • Providing assistance to organizations serving tourists coming to the region • Participating fully in Pennsylvania’s 511 service • Periodically surveying visitors to gather their feedback and impressions • Supporting wayfinding programs that facilitate the visitors ability to navigate around the region • Continuing to evaluate the cost/benefit of consumer transactions/ticketing opportunities Building Professionalism “Organizational Leadership” Operate a fiscally responsible, transparent and accountable organization with talented tourism and hospitality professionals. The PMVB staff commits itself to: • • • • • • •
Having 100% participation in the PMVB brand enculturation program Maintaining our DMAI Accreditation Generating an Annual Report to the membership each year Maintaining current and complete “Employee Handbooks” Conducting twice a year “Performance Reviews” of all employees Operating the PMVB in compliance with the organization’s Bylaws Providing industry education and professional development to PMVB staff
Cover photo credits clockwise from left: Russ Schleipman; Russ Schleipman; Raul Touzon; Russ Schleipman All photo credits not indicated are credited to Pocono Mountains Visitors Bureau, 800poconos.com Design by Julian James Advertising Design
Pocono Mountains Visitors Bureau
1004 West Main Street
Stroudsburg, PA 18360
570.421.5791
fax: 570.421.6927
pocomts@poconos.org
800poconos.com