COMMUNICATIONS |
COMMUNICATIONS GOALS & STRATEGIES 2021 ■ GOAL: Increase the number of contacts in the CVB’s travel writer database by at least 10% by Q3 2021. STRATEGIES: • Create a consistent, engaging e-news media update to tell the story of recovery and highlight the heartfelt strides made by business owners, locals, and cultural organizations. • Utilize Zoom and other technologies to conduct interviews among locals and writers who are outside the area to enhance stories about Southwest Louisiana. • Develop and share fresh photos, videos and information
•
Consult Arrivalist data, Google Analytics, Visa Ad Measurement Study, and Entrada to determine the effectiveness of marketing campaigns that run throughout 2021.
•
Utilize Longwoods International’s metrics to measure
results. _______ ■ GOAL: Increase partner logins to the Extranet by 20% by the end of 2021. STRATEGY: Collaborate with all departments at Visit
sources with travel media and influencers. _______
Lake Charles to devise digital newsletters and create a
■ GOAL: Increase the total number of PlayLIST subscribers by 10% over 2020.
opportunities and deadlines. _______
STRATEGIES: • As attractions and businesses rebuild, leverage newsworthy content in advertorial and story-telling programs. • Employ effective communications tools such as the Visit Lake Charles blog, Chuck Talks and social media to build awareness of developments in the Lake Area and
■ GOAL: By the beginning of the fourth quarter, migrate
partner orientation page on VisitLakeCharles.org to display
and launch a freshly redesigned VisitLakeCharles.org website with a mobile-first approach. STRATEGIES: •
website redesign project by February 2021.
lead users to “learn more” by subscribing. _______
•
■ GOAL: Increase number of visitors to the destination
•
by 5% over 2020.
Launch a mixed media campaign to inspire consumers to choose Southwest Louisiana as a vacation destination and drive campaign traffic to VisitLakeCharles.org.
Conduct SEM research to analyze site traffic, search data and industry trends to generate sitemap recommendations. Review wireframe and functionality designs on mobile devices and analyze top pages for VisitLakeCharles.org to optimize the user-experience for people looking to
STRATEGIES: •
Complete the RFQ process & award vendor for the
explore Southwest Louisiana. •
Utilize the latest technology to enhance in-market mobile experiences.
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