Longview Convention and Visitors Bureau 2015 Marketing Plan
Facilitated and Prepared by:
May 2015
MARKETING OVERVIEW
1
Goal • To promote Longview to visitors so that they can create their life’s adventures by enjoying our authentic experiences, including outdoor activities, our museum district, and our flavorful culture. • Longview – EMBRACE your Real East Texas Adventure. LIVE your dream!
2
Evaluation Metrics •
– –
•
•
–
–
Increase by 25%
Twitter Baseline = 1,876
•
Increase by 15%
•
Increase by 25%
•
Small groups serviced – –
•
Sales leads – –
Meetings/conventions booked – –
Baseline = 8 Increase by 10%
3
Baseline = $195.6 million Increase by 5%
Retail sales tax – –
Baseline = 0 Increase by 15%
Baseline = $1,813,836 Increase by 3%
Visitor spending – –
Baseline = 31 Increase by X%
Baseline = 1,754 Increase by X%
Hotel occupancy tax collections – –
Instagram Baseline = 275
Baseline = 503,814 Increase by X%
Visitor Center guests – –
Facebook Baseline = 2,652 •
•
•
Baseline = 0 Increase by 2
Hotel nights sold – –
Baseline = 0 Increase by X%
•
•
•
Baseline = 0 Increase by X%
Supported press trips/FAM tours – –
Baseline = 118,719 Increase by X%
Social media –
•
•
Baseline = 10 Increase by 20%
Media leads – –
Baseline = Increase by X%
Mobile website sessions – –
•
•
Website sessions – –
Convention bids received – –
Baseline = 22,718 Increase by X%
E-newsletter subscriptions – –
•
•
Visitor guide requests & downloads
Baseline = $143.5 million Increase by 5%
Situation Analysis National Travel Trends • ADR and RevPAR were the highest ever recorded (2014) 1 • US hotel occupancy reached 64.4% in 2014 (increase of 3.6%) 1 • Amenities will be an opportunity to win bookings in 2015 2 • Local exploration is a main motivator for choosing destinations 2 • 32% of travelers plan to spend more in 2015 2 • 74% of accommodations are optimistic about 2015 profitability 2 • •
(1) STR, Inc. (2) TripAdvisor Trip Barometer 2015
4
Situation Analysis Texas and Piney Woods Region Travel Trends • Non-resident overnight leisure visitation to Texas continues to grow (2013) 1 • Louisiana is Texas’ largest origin market (2013) 1 • Texans generated 70.5% of person-days to the Piney Wood Region in 2013 2 • The top 3 Texan origin DMAs to the Longview MSA in 2013 were DFW, Houston, and Tyler-Longview 2 • Visitors to the Longview MSA come for leisure (63%) and business (37%)2 • Visitors to the Longview MSA participate in general travel (49.7%), culinary (27.3%), family (23.9%), and culture (18.6%)2 • •
(1) 2013 Texas Visitor Profile, Office of the Governor (2) 2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region 5
Situation Analysis
Average Income
Average Age
Percent Married
Percent with Children
$75k 46.1 71.4% 51.9%
6
2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region
Situation Analysis – Longview MSA
7
2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region
Situation Analysis – Longview MSA
8
2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region
Situation Analysis – Longview MSA
9
2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region
Competitive Analysis - Leisure Longview
Tyler
Lufkin
Nacogdoches
Shreveport
# of Rooms1
1,788
2,548
865
920
5,373
Occupancy1
61.0%
62.0%
55.4%
48.9%
57.9%
Travel Spending2
$195.6 million
$276.6 million
$92 million
$61.5 million
$542.9 million (parish)
Jobs2
2,094
2,703
1,021
873
4,540
Person-stays3
1.91 million (MSA)
2.75 million (MSA)
n/a
9,500 (Visitor Center only)
1.98 million (incl. Bossier)
Average Visitor Age3
46.1
49.8
n/a
52.5
n/a
2,959 likes
2,945 likes
2,149 likes
6,138 likes
25,357
1,887 followers
3,390 followers
225 followers
1,670 followers
7,983 followers
339 followers
1,071 followers
170 followers
850 followers
1,215 followers
(1) Texas Hotel Performance Report: Year of 2014 and 4th Quarter (2) Dean Runyan Associates, Inc. and the Governor’s Office of Economic Development and Tourism 10 (3) 2013 Texas Tourism Region & MSA Visitor Profile
Competitive Analysis - Meetings Longview
(1) (2) (3) (4)
Beaumont
Waco
Wichita Falls
Abilene
# of Rooms1
1,788
3,145
2,018
2,050
2,936
Occupancy1
61.0%
58.2%
68.8%
59.3%
57.6%
Travel Spending2
$195.6 million
$297.2 million
$301.2 million
$200.2 million
$409.5 million
Jobs2
2,094
3,184
2,992
2,756
3,491
Person-stays3
1.91 million (MSA)
3.19 million (MSA)
3.75 million (MSA)
1.50 million (MSA)
3.50 million (MSA)
Convention Center Space4
40,000 ft.2
41,300 ft.2
144,000 ft.2
57,137 ft.2
130,000 ft.2
Total Meeting Space4
98,538 ft.2
187,000 ft.2
383,587 ft.2
175,564 ft.2
350,000 ft.2
2,959 likes
11,340 likes
22,905 likes
7,244 likes
17,448 likes
1,887 followers
3,495 followers
1,294 followers
718 followers
2,208 followers
339 followers
973 followers
n/a
516 followers
1,323 followers
Texas Hotel Performance Report: Year of 2014 and 4th Quarter Dean Runyan Associates, Inc. and the Governor’s Office of Economic Development and Tourism 2013 Texas Tourism Region & MSA Visitor Profile 11 2014-2015 Texas Tour and Meeting Guide, tacvb.org, wacoheartoftexas.com
Competitive Analysis - Meetings Longview
(1) (2) (3) (4)
Amarillo
Odessa
Midland
Tyler
# of Rooms1
1,788
5,700
3,124
3,554
2,548
Occupancy1
61.0%
63.2%
78.1%
85.2%
62.0%
Travel Spending2
$195.6 million
$876.1 million
$439.0 million
$516.6 million
$276.6 million
Jobs2
2,094
8,082
3,172
3,781
2,703
Person-stays3
1.91 million (MSA)
4.51 million (MSA)
0.86 million (MSA)
1.48 million (MSA)
2.75 million (MSA)
Convention Center Space4
40,000 ft.2
300,000 ft.2
99,200 ft.2
97,267 ft.2
35,000 ft.2
Total Meeting Space4
98,538 ft.2
367,000 ft.2
198,267 ft.2
185,000 ft.2
230,000 ft.2
2,959 likes
30,014 likes
1,134 likes
4,140 likes
2,945 likes
1,887 followers
1,498 followers
644 followers
1,880 followers
3,390 followers
339 followers
235 followers
38 followers
n/a
1,071 followers
Texas Hotel Performance Report: Year of 2014 and 4th Quarter Dean Runyan Associates, Inc. and the Governor’s Office of Economic Development and Tourism 2013 Texas Tourism Region & MSA Visitor Profile 12 2014-2015 Texas Tour and Meeting Guide, tacvb.org, wacoheartoftexas.com
KEY ACCOMPLISHMENTS
13
Added a first-class Visitor Center in the CVB building
ECONOMIC IMPACT
1.91 MILLION VISITORS ANNUALLY
Began promoting Bear Creek Smokehouse (shopping venue)
$195.6 MILLION
Number of wineries is growing
IN ANNUAL VISITOR SPENDING
2,094 TOURISM SUPPORTED JOBS
S.E. Belcher Jr. Performance Center provides fine arts entertainment Longview World of Wonders set to open Fall 2015
$11.3 MILLION
Discover Longview Hospitality Tour
IN STATE AND LOCAL TAXES GENERATED BY TOURISM
Added an online shopping cart
NEW!
Festivals and Events Guide 14
MARKETING STRATEGY
15
Brand
Longview is amidst the surprising beauty of East Texas and embodies the values and character of the region so visitors feel connected and at home.
North Star Destination Strategies
16
Core Brand Elements
Shopping Arts & Culture Meetings/Conventions
Family Reunions Outdoor Recreation
Festivals & Events Amateur Sports
17
MARKETING TACTICS
18
Marketing Outreach Tools Advertising
Direct Marketing
Social Media
Digital Media (web) E-mail Marketing
Print Publications
PR/Media Relations
19
Digital Media Strategy 1: Ensure Longview’s attractions and events rank highly in search results
Strategy 2: Effectively target online advertising Strategy 3: Enhance (in-market) visitor experience by promoting things to see and do on the mobile site Strategy 4: Leverage Yelp! and TripAdvisor to showcase the area Tactics: Work with web designer to identify keywords and other tools to help the Longview CVB site rank highly in search results (SEO). Ensure mobile site provides easy-to-find information to travelers who are in-market. Identify ways to effectively advertise online. Enhance and encourage cross-promotion among local attractions. Use the website to tell customers stories that package the core brand elements.
20
Advertising Strategy 1: Target ads/messages to the audience of each publication or media
Strategy 2: Ensure compatibility with State cooperative advertising Strategy 3: Target ads to feeder markets Tactics: Evaluate ads so that they correlate with publication and the event (i.e., have responsive collateral material) . Evaluate web information to correlate with ad information. Ensure Longview cooperative ads with Texas Tourism are relevant to external markets. Create cooperative ad opportunities for Longview partners. Continue using intern opportunities with area universities. Develop mechanisms to obtain data and utilize the information gathered from LHTA about visitor origins and reasons for visit.
21
Advertising Strategy 4: Deploy cooperative advertising efforts Strategy 5: Analyze advertising data Strategy 6: Explore traditional advertising opportunities for increased exposure Strategy 7: Focus messaging to emphasize core brand elements Tactics: ďƒź Create cooperative ad opportunities for Longview partners. ďƒź Explore intern opportunities with LeTourneau University. ďƒź Develop mechanisms to obtain data and utilize the information gathered from LHTA about visitor origins and reasons for visit.
22
Direct Marketing Strategy 1: Create partnerships to jointly promote the region Strategy 2: Involve volunteers in trade shows to represent niche markets Strategy 3: Explore improvements to direct mail marketing Strategy 4: Enhance the small meetings market by adding focus to SMERF
Tactics: Continue and enhance existing regional partnerships with NETTC as well as Texas Forest Trail and Team Texas. Create a strong partnership with Tyler CVB. Pursue a partnership with Leadership Longview to recruit proven and active community volunteers for trade shows and TxDOT travel shows to represent both the CVB and their own businesses/interests. Pursue efficient and best practices for direct mail marketing in the CVB industry. Identify best practices, selling points, proposals and marketing efforts for the SMERF side of the small meetings market. Identify leads in competitor cities and complete a SWAT assessment; follow up accordingly. 23
Print Publications Strategy 1: Expand itineraries to include core brand elements
Strategy 2: Stay aware of design and content trends Tactics: Create 1-day and 2-day itineraries that focus on core brand elements for targeted visitors. Include these itineraries in both printed and web-based publications. Send selected staff to design workshops or other related training on a regular basis to ensure the Longview CVB’s publications always look fresh and current.
24
PR/Media Relations Strategy 1: Develop a series of press releases to emphasize core brand elements and annual events
Strategy 2: Explore publications for opportunities to place content Strategy 3: Investigate new publications that align with Longview’s brand Tactics: Develop a rough template of press releases for upcoming events, capturing the core brand elements. Secure subscription to the Texas Media Directory Develop a list of media aligned with core brand elements. Send out media advisories to targeted media Include social media links on all press releases. Schedule press releases according to event calendar. Reach out to tourism partners for press releases, then review to ensure they incorporate core brand elements. Review the publications currently used by the CVB. Focus on feeder markets, targeted audiences, and identify the most appropriate publications. 25
PR/Media Relations Strategy 4: Explore TV show opportunities (Daytripper, etc.)
Strategy 5: Maximize film and filming opportunities Strategy 6: Host some press and/or blogger tours Tactics: Contact The Daytripper and other travel shows to explore filming opportunities in Longview. Ensure communication with all tourism partners and key businesses about media, TV, and filming opportunities. Ensure the Texas Film Commission has an accurate and up-to-date file on Longview for film and commercial shoots. Identify influential bloggers that represent core brand elements. Engage in ongoing communication with bloggers to build relationships. Solicit individual bloggers and blogger groups for press trips or FAM tours.
26
Email Marketing Strategy 1: Explore solutions to being labeled as SPAM Strategy 2: Ensure Email content focuses on core brand elements Strategy 3: Explore Email/texting service options Tactics: Develop e-newsletter specifically for visitors and potential visitors to Longview with a clear call to action. Target email blasts to the specific interests of consumers, ensuring they adhere to the core brand elements. Include social media links. Leverage key promotions like sweepstakes, etc. Create meaningful, shareable content. Change the name of the subject line to something catchy. Ensure adherence to FCC regulations. Focus on the streamlined social outlets for sharing content. Create an email list for conducting business in Longview. Contact TACVB and/or other CVBs about potential vendors and types of service available for Email and texting programs. 27
Social Media Strategy 1: Coordinate and streamline social media posting
Strategy 2: Encourage user engagement Strategy 3: Make better use of user-generated content Tactics: Ensure there are at least two admins on each channel. Create and post engaging content twice a day. Make use of great photography. Share posts from local attractions and tag them in CVB posts. Ask members and partners to “like” CVB channels and share CVB posts. Aggressively promote local events, especially during peak times. Encourage the use of Longview hashtags (#visitlongview, #longviewtx) Exploit ambassadors and volunteers. Boost posts, especially when there is a big to increase overnight stays. Coordinate with social media from other regional CVBs.
28
Social Media Strategy 4: Explore opportunities for social promotions/contests
Strategy 5: Explore Instagram account takeover Strategy 6: Utilize students as photo content providers Tactics: Tie in to seasonal events, holidays, and other special occasions to create opportunities for social promotions or contests. Identify local/regional Instagram influencers. Determine goals of an Instagram account takeover (i.e., engagement, account growth, etc.). Solicit participation in an Instagram account takeover from among Instagram influencer group. Contact fine arts department and hobby clubs at LeTourneau University to encourage user-generated content.
29
CVB ACTIVITIES
30
• • • • • • • • • • • • • • • •
Texas Travel Counselors’ Show Texas Travel Industry Fair AARP Conventions (2) TxDOT Study Group Tour Dallas Travel & Adventure Show Albuquerque Balloon Fest State Fair of Texas American Bus Association Katy Home & Garden Show Fort Worth Home & Garden Show National Tourism Association Conference National Tourism Week Activities Small Market Meetings Conference Meeting Planners International – TX Education Conference Great Texas Balloon Race Economic Impact Study TAAF Winter Youth Basketball Tournament Economic Impact Study 31
CVB CONTACTS
32
BOARD OF DIRECTORS Ken Cunningham, Chairman
Kara Bolster
Good Shepherd Health System Inc.
STEMCO
Keith Honey, Vice Chairman
Pat Britton
AEP Southwester Electric Power Company
Eastman Chemical Company, Texas Operations
Ron Hutchison, Vice Chairman
David Hayes
Network IP / Network Advanced Telecom, LLP
Hayes RV Center
Brett Lindig, Vice Chairman
Jim Kendrick
SYSCO Food Services of East Texas, LLC
Longview Regional Medical Center
Wade Johnson, Chairman Elect
Sam Neale
Johnson & Pace Incorporated
AAON Coil Products Inc.
Roy Eon, Chairman of Finances
Dana Parr
Texas Bank and Trust Company
Copeland Insurance Group
Richard Manley, Elected Official Appointment
John Ray
R Manley Enterprises
Lively Cadillac GMC
Becky Simpson, Elected Official Appointment
Ron Sones
Becky Simpson
LeTourneau University
Brad Tidwell, Past Chairman
Tim Vaughn
Citizens National Bank – Downtown
TVaughn Builders LLC
James Barron J&J Barron Enterprises LLC
33
LONGVIEW CVB STAFF Kelly Hall President / CEO
Paul Anderson Senior Vice President
Elaine Reynolds Vice President of Event Operations
Ryan Polk Tourism Director
Suzanne Brown Business Advocacy / Communications
Lisa Monivais Membership Services
DeCedric Williams Projects and Events Assistant
Carrie Fisher Director of First Impressions
Shalee Faircloth Intern 34
WEBSITE PREVIEW
35
36
37