MWVCC - TRAVEL & TOURISM UPDATE PUBLIC RELATIONS EARNED MEDIA
29,848
Facebook Likes
MT. WASHINGTON VALLEY CHAMBER MEMBERS 801 & GROWING
6,000
Followers Every Month
...................... WEBSITE
mtwashingtonvalley.org
PAGE VIEWS
1,676,923
2,282
Views Per Month
19,307 Views
WHERE IN THE WORLD DO OUR WEB VISITORS COME FROM?
RETURN ON INVESTMENT Received $132,328 in State of NH Joint Promotional Program Grant Dollars, which was matched with membership dollars to fund the following projects.
2014/15 CAMPAIGN HIGHLIGHTS 125,000 Map & Directories distributed to primary markets in NH, Maine, Canada and New England AAA Offices Attendance at 5 Trade Shows (Montreal (2), Boston, Toronto, Portland) and Promotion at NH Camping Association Shows
Boston TV to promote winter
18,675 Views
TOP 5 COUNTRIES United States 91% Canada 6% United Kingdom .5% Brazil .4% Germany .3% TOP 5 STATES Massachusetts 32% New Hampshire 27% Maine 10% New York 6% Connecticut 4%
. . . . . . .WHERE . . . . . IN. .THE ........................
WORLD?
1,535,000,000 ................................
Public Relations (year-round PR, E-Traveler, About the Snow, About the Sun and Shop Talk outreach programs)
732,623 505,509
IMPRESSIONS
................................
TOTAL VISITORS
UNIQUE VISITORS
$257,000
FIND YOUR OWN RETURN ON INVESTMENT Determine an estimated ROI of your membership listing* (full members only): 1. Log on to mwvcc.org with your ID & Password 2. Click Hit Report Tab 3. Take number of display views and multiply by 2% 4. Then multiply by your average “rack” rate or sales amount *Based on Industry Standards
Advertising in The Knot (targeting those planning destination weddings) Advertising in Northeast Flavor (promoting our Foodie Events) Advertising in Ski NH Magazine LEY NGTONreVAL pshi MT. WASHI New Ham
itinerary
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1-800-367-3
364
Japanese & French Translation of Group Planners and Itineraries Digital Advertising with CTM Digital and Discover New England
YOUR CHAMBER HELPING YOU MWVCC STAFF Janice Crawford Executive Director Melody Nester Assistant Director Scott Gleason Events, IT & Sponsorship Manager Paula Jones Marketing & Membership Coordinator Lisa Eastman Visitor Services Pony Rice North Conway Volunteer Coordinator Diane & Dave Declos Conway Booth Volunteer Coordinators EXECUTIVE BOARD Michelle Capozzoli President Colonial Motel & Granite State College Tad Furtado Vice President Conway Family Dental Kim Tibbetts Treasurer Debit One Bookkeeping Dick Schwalbenberg Executive Board Officer Attitash Mountain Village Chris McKay Executive Board Officer Leone, McDonnell & Roberts, PA
MWVCC 5 YEAR STRATEGIC PLAN MWVCC MISSION: to strategically market the Mt. Washington Valley as the premier New England vacation destination by enticing tourists with our year round attractions and natural resources. This fosters a business climate that promotes growth and collaboration in member communities, while protecting the area’s natural beauty. MWVCC VISION: The Mt. Washington Valley Chamber of Commerce and Visitors Bureau will be the innovative leader in the New England tourism industry thus being the:
• FIRST CHOICE for the business community seeking innovative marketing and leadership in the promotion of the Mt. Washington Valley as a premier Vacation destination.
• FIRST CHOICE for visitors looking for a destination for a vacation tradition.
KEY OBJECTIVES: 1. Research and Measures – We need to develop meaningful data to measure our success 2. Resources – We need to grow funding to achieve our mission and vision 3. Marketing – We are a destination marketing organization; a key to our success is to continue to expand marketing to attract visitors to the Valley 4. Collaboration – We have many partners and need to continue to collaborate with them and together better leverage resources 5. Maintain Organizational Effectiveness – We need to ensure that our organization is engaged and sustainable.
Our Central Theme and Message is “Anything is Possible in Mt Washington Valley…. It’s All Waiting for You!”
BOARD DIRECTORS Christopher Bellis Cranmore Inn Jeff Cox North Conway Hannaford Jackie Goodhart Omni Mount Washington Resort Doug Holmes Cranmore Mountain Resort Chris McNevich Mt. Washington Radio Group Chris Meier Cooper, Cargill, Chant, PA Shelley O’Donnell Skinny Towel & Washcloth, Co. Randy Perkins Eversource Rob Peterson The Valley Originals ADVISORY BOARD Jac Cuddy MWV Economic Council Charyl Reardon White Mountains Attractions
with the brand promise of relaxation in a beautiful mountain setting. 2015/16 MARKETING GOALS AND OBJECTIVES
INCREASE VISITATION AND SPENDING IN THE VALLEY STRATEGIES: Traditional and New Media Marketing to reach our primary audience: women, families and active boomers in the Boston and near New England market, New York and Canada.
EXPLORE NEW PROGRAMS FOR SLOWER SEASONS STRATEGIES: New marketing programs designed to reach emerging market of young professionals (21-30) and active, upper income (no kids) and active older 51+ adults who are our most obvious target audience especially for the slower April-June shoulder season when not as many families are travelling to Mt. Washington Valley because attractions are closed and the kids are wrapping up school.
CONTINUE TO DEVELOP NEW MARKETS STRATEGIES: Utilize focus groups and research to identifyl new trends; to identify new trends; Marketing to Target GLBT, Destination Wedding Planners and Foodie Event Goers.