Catch Des Moines 2022-2023 Annual Marketing Plan

2022-2023

ANNUAL MARKETING PLAN

A MESSAGE FROM GREG EDWARDS

PRESIDENT & CEO

What a year we’ve had! We saw an increase in visitors, events, and people filling our hotels – a welcome sight after the last two years. Goals were met and exceeded, and we look forward to keeping the momentum going in the year ahead. Catch Des Moines worked with 332 conventions and events, with 176 of those occurring because of our sales efforts, creating $60.2 million in economic impact.

We brought back events like National Junior High Rodeo Finals to the Iowa State Fairgrounds, USA Swimming came back to the Wellmark YMCA, and Dew Tour to Lauridsen Skatepark. After years of courting, we welcomed in the USA/Canada Lions Club. We extended our contract with IRONMAN through 2025 and we are bringing back AAU Junior Olympic Games for not only 2023, but 2026 and 2030 as well.

We are proud of the work we completed in 2021-22 and look forward to now and continued opportunities in the future. On behalf of myself, the Board of Directors, and the entire Catch Des Moines team, we are excited for another year of increasing visitors to Greater Des Moines.

Regards, Greg Edwards President & CEO Catch Des Moines

The Greater Des Moines Convention & Visitors Bureau and the Des Moines Area Sports & Tourism Commission, collectively known as Catch Des Moines, markets the region as a visitor destination, increasing economic growth, and enhancing the visitor experience.

Catch Des Moines is an accredited Destinations International organization. As the visitors' and meeting professionals' trusted partner, we are the heart, the soul, and the energy of our destination. Our focus is to drive economic success and enhance the quality of life in the 14 Greater Des Moines communities we represent.

BRAND PROMISE

The essence of Greater Des Moines can’t be boiled down to one feature, but rather a feeling. The feeling of excitement when you realize what you’ve been looking for has been here all along, and that no matter who you are, you’re welcome.

WHO WE ARE TARGET AUDIENCES

Leisure visitors — Social Moms / Gen X Families (35 - 54) and Young Professionals / Millennial Families (25 - 34) ♦

Leisure markets: Iowa, Omaha, Kansas City, Minneapolis, Milwaukee ♦

Conventions / events / sports planners and executive directors ♦

Brand advocates and champions within the community ♦

Tourism operators and co-op partners

communities we represent

ORGANIZATIONAL STRUCTURE

HOW WE ARE FUNDED

Catch Des Moines is funded by 2/7th of the hotel/motel tax revenue from the communities represented and is governed by a 27-member board.

Additional revenue is generated through private sector sponsorships, corporate sponsorships, and marketing advertising opportunities.

OUR STAFF

Catch Des Moines employs 23 full-time and 4 part-time staff members who are responsible for managing daily operations, strategic planning, market research, local partnerships, sales and leisure advertising programs (locally, regionally, and nationally), public relations, co-op advertising, and sales and servicing for events.

ACCREDITATION

Catch Des Moines is designated an Official Accredited Destination Marketing Organization by Destinations International’s Destination Marketing Accreditation Program.

The accreditation program defines quality and performance standards in destination marketing and management. It recognizes destination marketing organizations that meet or exceed industry standards.

CATCH DES MOINES BOARD OF DIRECTORS

2022 - 2023 EXECUTIVE COMMITTEE

2022 - 2023 BOARD of Directors

David Adelman, Cornerstone Government Affairs

Bob Andeweg, Mayor, City of Urbandale

Ann Atkin, Prairie Meadows Casino Racetrack & Hotel

Bobbi Bentz, Councilperson, City of Ankeny

Jeremy Boka, Councilperson, City of Altoona

Jay Byers, Greater Des Moines Partnership

Dan Carlino, Hilton Des Moines Downtown

Chris Connolly, Iowa Events Center

Paula Dierenfeld, Mayor, City of Johnston

Jeff Fleming, Des Moines Art Center

Sarah Haines, ITA Group

Brian Hardin, Drake University

Greg Hudson, Councilperson, City of West Des Moines

Mike Jones, Mayor, Windsor Heights

Eric Klein, Councilperson, City of Clive

Amanda Lundstedt, Councilperson, Pleasant Hill

Scott Mikkelsen, Mayor, City of Grimes

John Parker, Jr., Councilperson, City of Indianola

Bob Peffer, Councilperson, City of Bondurant

Steve Peters, West Des Moines Marriott

Katie Weber, Principal Financial Group

Gary Slater, CHAIR CEO, Iowa State Fair

Paul Rottenberg , Vice CHAIR Orchestrate Hospitality

Angela Connolly , Past CHAIR Polk County Supervisor

Brian Mulcahy, Treasurer/secretary Des Moines Airport Authority

Frank Cownie Mayor of Des Moines

CATCH DES MOINES STRUCTURE

FINANCE & ADMINISTRATION

The Finance & Administration team manages all office financial, technological, human resources, and operational work at Catch Des Moines.

SALES / Event Experience MARKETING

The Sales & Event Experience team leads all Catch Des Moines efforts to market central Iowa across the country as a premier meeting and event location. The team works collectively to secure new conventions, sporting events, meetings, and festivals and ensure a seamless experience for planners and attendees.

The Marketing team is responsible for all marketing efforts, including building/retaining partnerships, driving private sector revenue, advertising, public relations, media relations, and Catch Des Moines events. In conjunction with an advertising agency, the marketing team is responsible for developing media strategies, executing media buys, and management of overall brand positioning.

CATCH DES MOINES STAFF

GREG EDWARDS

President & CEO

ADMINISTRATION

GREG EDWARDS – President & CEO

SHANNON WINTERS, CDME, SHRM-CP – Vice President of Finance & Human Resources

LAURA MCNICHOLS – Director of Administration

NICK ALLEN – Business Systems & Data Coordinator

LYNN OSWALD – Accounting Coordinator

PAULA GLEASON – Receptionist

JANET KOERNER – Receptionist

DAVE BALLMAN – Shipping & Receiving Clerk

CONVENTIONS, SPORTS, & EVENT EXPERIENCE

TRINA FLACK, CMP – Vice President of Sales

CHRIS BAKER – Director of Event Experience

KATIE STIEN, CMP – National Sales Manager

AMBER SMITH – National Sales Manager

KELLY SMITH, CMP – National Sales Manager

LAURA JASS – National Sports Sales & Events Manager

CAROLYN DEVINE – Sales & Project Manager

BAILEE ARNBURG – Event Experience Manager

HEATHER ASHTON – Event Experience Manager

MARY ANN MOORE – Sales Coordinator

DEVYN ATZEN – Housing Coordinator

SUE CLARK – Airport Volunteer Coordinator

MARKETING

BROCK KONRAD – Vice President of Marketing

BEN HANDFELT – Director of Creative & Communications

JUSTIN ZERFAS – Senior Marketing Manager

JENNA SCHAEFFER – Partner Fulfillment Manager

TESSA SIMONS – Partner Sales Manager

ALEX WILSON – Communications & PR Manager

CLAIRE STRICKLAND – Web & Social Media Specialist

STACEY WILLEY – Graphic Designer

Travel Expenditures

Polk and Dallas counties received more than $2.4 billion of the $9.4 billion in statewide spending in 2021, according to the Iowa Economic Development Authority’s “Iowa Tourism Economic Impact Report” released December 2022.

Significant Bookings

NIKE TOURNAMENT OF CHAMPIONS 2021 July 2021

MISSOURI VALLEY CONFERENCE

Track & Field Conference Championships May 2022

RED BULL SOAPBOX RACE IOWA June 2022

ALL-IOWA ATTACK BASKETBALL

USA SWIMMING

Central Zone Speedo Champions Series Sectional 1 March 2023

NATIONAL ASSOCIATION OF THEATRE OWNERS

North Central States NATO Convention May 2023

IRONMAN 70.3 DES MOINES June 2023

AMERICAN ASSOCIATION OF MOTOR VEHICLE ADMINISTRATORS

Region 3 Annual Conference November 2022

NATIONAL FRAME BUILDING ASSOCIATION 2024 Annual Expo March 2024

AMERICAN SOCIETY OF CIVIL ENGINEERS

POLKANDDALLASCOUNTIES 2.4

Battle of The Best Capital City Classic July 2022

BILLION +

STATEWIDE SPENDING

16,750+

Jobs

are supported by this spending in Polk and Dallas counties.

$1,700 annually

is the additional amount each household in Polk/Dallas counties would pay if it weren’t for the revenue generated by travel/ tourism. This number is the sum of state and local taxes ($398M) divided by the census bureau’s estimated households for Polk and Dallas counties (233,000).

DEW TOUR July 2022

AMERICAN QUILTER'S SOCIETY AQS QuiltWeek September 2022 & 2023

UNITED STUDENT ORGANIZATION

United Fall Leadership Conference November 2022

AMERICAN SIMMENTAL ASSOCIATION National Junior Show July 2023

AMERICAN CHEESE SOCIETY Annual Conference July 2023

MEISTER MEDIA WORLDWIDE Tech Hub LIVE July 2023

Joint CI-CRC Conference March 2024

INTELLIGENT TRANSPORTATION SOCIETY OF AMERICA

ITS Heartland Annual Meeting April 2024

UNITED STATES CUSTOM HARVESTERS Annual National Meeting January 2025

CENTRAL STATES SHRINE ASSOCIATION Ceremonial Regional Session August 2025

MAJOR events hosted

ALL-IOWA ATTACK BASKETBALL

Battle of The Best Super 16 Showcase July 2021

US YOUTH SOCCER ASSOCIATION National Presidents Cup July 2021

BBI INTERNATIONAL International Fuel Ethanol Workshop & Expo July 2021

MEISTER MEDIA WORLDWIDE Tech Hub LIVE July 2021

UNITED PENTECOSTAL CHURCH INTERNATIONAL

Midwest Youth Convention July 2021

USA RACQUETBALL Junior Championships July 2021 & June 2022

NATIONAL ASSOCIATION OF SECRETARIES OF STATE Summer Conference August 2021

USA/CANADA LIONS Annual Forum September 2021

USA WRESTLING

2021 USAW Brian Keck Memorial Preseason Nationals October 2021

NAIA - MEN'S VOLLEYBALL

2022 National Championship April 2022

DELTA SIGMA THETA

Central Regional Conference May 2022

NATIONAL ORGANIZATION OF BLACK LAW ENFORCEMENT EXECUTIVES

Region 4 Annual Conference May 2022

NATIONAL PORK PRODUCERS COUNCIL World Pork Expo June 2022

AMERICAN MEAT SCIENCE ASSOCIATION Reciprocal Meat Conference June 2022

IRONMAN NORTH AMERICAN CHAMPIONSHIPS 2022 June 2022

USA GYMNASTICS Championships June 2022

RED BULL SOAPBOX RACE IOWA June 2022

STAYING CONNECTED. STAYING STRATEGIC.

SALES

HOSTED our Customer Advisory Board, in person, for insight on industry trends and sales strategies.

CREATED local Diversity, Equity and Inclusion and Sports Advisory Committees.

ATTENDED industry tradeshows and national events to source future business.

SENT out four mailers to top accounts and prospects to remain top of mind. MARKETING

CREATED 36 new blog posts for our website.

LAUNCHED 8 new videos for connected TV, broadcast TV, and social media advertising, including our "City With No Limits" video which has accumulated over 225,000 views across all platforms.

HIRED Flynn Wright as new advertising agency.

Admin, finance, hr, technology

The Administrative team supports the Catch Des Moines staff ensuring the organization is able to run efficiently. The team oversees all financial activity, human resources, office operations, research, and data maintenance. The team also oversees technology, maintaining our systems, and delivering innovative solutions. It establishes and maintains policies and procedures to ensure compliance.

♦

GOALS:

Total Points: 1,810

Total Bookings: 203

Qualified Prospects: 430 future opportunities

Site Visits: 50 planners

KEY STRATEGIES:

sales

♦

TACTICS:

Attend nine industry trade shows, meet with more than 500 national meeting planners, pre- and post-show mailings, expose Greater Des Moines through advertising in conjunction with the show.

♦ Maintain memberships and attend industry events with MPI, PCMA, ISAE, SportsETA, NAMA, ASAE, USATF, and AAU.

♦

Increase national exposure and relationship building through industry trade shows and events, client events, and sales calls in key feeder markets such as Washington, D.C., Chicago, Kansas City, Dallas, Indianapolis, and Colorado Springs.

♦ Host the Catch Des Moines Customer Advisory Board Meeting, with meeting planners spanning across market segments and event size. Show off Greater Des Moines while gaining valuable insight on necessary future infrastructure, targeted advertising, room blocks and attrition, and making the attendee experience top notch.

♦

Leverage Catch Champions to secure future events.

♦ Maintain and increase exposure and relationship building with third-party planners.

♦ Showcase Greater Des Moines as a destination to motorcoach planners.

♦

Host spring client events with industry partners in Washington, D.C. and Chicago.

Sponsor and be involved with third-party planners such as ConferenceDirect, Experient, and HelmsBriscoe, in order to strategically fill need periods.

♦ Attend the American Bus Association conference to drive motorcoach traffic. Continue to service leads and refer partners throughout the year.

♦

Develop new assets for the Catch Champions campaign. Maintain relationships with local CEOs and state associations. Present to 20 local departments and organizations.

The Sales team is focused on securing new conventions, sporting events, meetings, and festivals to drive economic impact in Greater Des Moines. A team of six sales managers strategically target key markets, including agriculture, sports, medical, association, education, government, corporate, hobby, religious, and group tours.

event Experience

♦ Enhance all visitors’ experiences by highlighting Des Moines’ uniqueness and authenticity at conventions, sporting events, and community events. ♦ Continue to enhance the visitor's experience by working with Marketing on community awareness for upcoming groups. ♦ Process more than 25,000 room nights through housing. ♦ Educate the hospitality and service industry by leading the continued development of the 5-Star Service Frontline Training Program.

KEY STRATEGIES:

Support the Sales team’s efforts throughout the sales process and build relationships with event organizers to enhance their likelihood of confirming Des Moines and the services offered by Catch Des Moines and our partners. ♦ Develop Pop-Up Visitor Centers for all major events in Des Moines to continue to assist conventions and festivals by providing visitor information. ♦ The Catch Housing team is continuing to develop the prospecting process with the sales team to drive additional business and revenue to the housing program. ♦ The 5-Star Service Frontline Training Program will continue into its third year with an emphasis on new hotel staff, community partners, and individuals to train and educate the hospitality community and the public.

marketing

The Marketing team plays an integral role in supporting the sales, convention, and sports divisions on a national and industry level, along with targeting leisure travelers within more defined regional target markets. Their role is to define and manage the brand, produce marketing collateral that supports our messaging, and to tell the stories, whether it be through advertising, PR, or social media, that help to elevate the region and increase visitors to Greater Des Moines.

GOALS:

Impressions: 143,418,142 Engagements: 3,031,926 Marketing Revenue: $538,000 PR/Media Points: 400

KEY STRATEGIES:

Launch new brand evolution.

♦ Engage with locals and visitors through engaging content, contests, Instagram stories, and social media themes. Leverage social media to increase the reach of new creative assets we develop.

♦ Expand PR efforts with trade publications, travel writers, and national/regional/local features. ♦ Develop an integrated ad plan that best uses our lesser budget and our new/best assets.

♦ Develop new Catch Des Moines :30 commercial. ♦ Increase focus on diversity/inclusion on all content created for marketing the Greater Des Moines region. ♦ Secure 200 new partners (any new advertising sales).

tactics:

Create an editorial calendar that aligns with our paid social media strategy that encompasses potential blog posts, Instagram stories, promotions/contests, events, conventions/events, etc. ♦

♦

Update and enhance the communications plan and editorial calendar to proactively identify opportunities for PR coverage both locally and nationally along with our industry trade publications. ♦ Implement new content using social media, paid advertising, SEO, and other tactics to enhance site visits. ♦ Increase awareness and engagement with the BIPOC and LGBTQ+ communities. ♦ Continue to improve and adapt marketing media mix and target markets based on data from campaign results.

New Brand Evolution

New Brand Evolution

New Brand Evolution

NEW VIDEOS