2025 Marketing Plan by toledobendlakecountry.com

Marketing Plan 2025

From the Director’s Desk

During a time when many American consumers are faced with economic inflation, climate change and conflicts around the world they are still willing to spend their hard earned money on travel. In fact, industry experts tell us that Americans now view travel as a NEED versus a WANT. This prevailing sentiment is encouraging for those of us who are in the travel industry, and it offers new opportunities we must be ready to respond to. Today’s travelers demand value, unique experiences and heightened customer service when deciding on destinations. They are more spontaneous and willing to travel on a whim. Road trips, multi-generational family travel and friends ‘togethering’ are all on the rise. It is my belief that Toledo Bend Lake Country, because of its attractions, amenities, and affordability, is well positioned to benefit from these emerging trends and continue to be a favored destination for travelers.

This 2025 marketing plan offers a strategy to increase tourism and recreational spending. It presents an approach that utilizes innovative marketing campaigns to inspire, engage and activate travelers to visit Toledo Bend Lake Country. The data driven plan utilizes television, radio, print, digital ads and social media to target key audiences and markets. This document reveals a marketing plan I believe will best achieve our mission of showcasing our Toledo Bend Lake Country, a place rich in diverse culture, recreation and natural beauty, to visitors and locals.

If you have any questions or suggestions about the marketing plan, please feel free to contact me because I would love to hear your ideas. Together we can move our community forward.

Sincerely,

GeorgiaCraven

Georgia Craven, Executive Director

Sabine

History of Toledo Bend Reservoir

In 1960, Louisiana legislators navigated a small flotilla of boats down the Sabine River, across the Gulf of Mexico, up the Atchafalaya River and finally up the Mississippi River with their destination in sight – Governor Jimmie Davis at the State Capitol in Baton Rouge. A Toledo Bend supporter handed the governor a jug of Sabine River Water bearing the words “Let’s Build Toledo Bend” just as a newspaper photographer snapped a photo. The image appeared on the front page of the newspaper the next morning, which in those times, made it impossible for Davis to disown the project.

The idea of creating the world’s largest man-made body of water in the South began as a concept for water conservation and economic development in 1949. It had the buy-in of people in both Louisiana and Texas, and finally, eleven years later, support from the highest official in the state. The result is a 185,000-acre reservoir which extends sixtyfive miles upriver to Logansport, Louisiana and inundates land in Sabine and DeSoto Parishes in Louisiana and Sabine, Shelby, Panola, and Newton Counties in Texas. It produces environmentally friendly hydroelectricity while also being a trophy fishery that annually attracts thousands of anglers from across the country, recreational boaters, bird watchers and families in search of a high-quality, yet affordable respite from the day-to-day stresses of everyday life.

The move from a good fishery to the nation’s number one fishery began in 1990 when the Sabine River Authority, the Texas Department of Parks and Wildlife, the Louisiana Department of Wildlife and Fisheries and the Toledo Bend Lake Association began pumping Florida strain largemouth bass into the massive reservoir. To date there have been more than 49 million placed in Toledo Bend. The goal of being the number one lake in the nation was achieved when Bassmaster named Toledo Bend Lake the number one lake two years in a row in 2015 and 2016, a historic first for Bassmaster. Today, more than 50 years later, Toledo Bend is still one of the top ranked bass fishing lakes in the nation.

Tourism In Sabine Parish

Sabine Parish, the focus of this marketing plan, is a small, rural Parish with a population of approximately 22,000 people. It is comprised of seven incorporated towns and villages, each with a unique culture, each offering visitors amenities to enjoy while in Toledo Bend Lake Country. Many, the parish seat and largest municipality, is known as the ‘Heart of Toledo Bend’. It boasts a championship golf course, marinas, restaurants, shops, a full-service resort, RV campgrounds and a variety of attractions and festivals year-round. Zwolle, home of the signature Zwolle Tamale Fiesta, is also home to North Toledo Bend State Park and the area’s newest attraction Toledo Bend Family Adventure Park offering family-friendly activities in and out of the water. In historic Florien and Pleasant Hill visitors get to learn about the area’s role in American history through annual festivals such as Sabine Freestate Festival and the Battle of Pleasant Hill. The picturesque sawmill Village of Fisher, currently on the National Register of Historic Places, still reflects the nostalgic past of a by-gone era and gives visitors the feeling of stepping back in time. Each year during the holiday season, the Village of Fisher lights up its historic buildings in style. It is a sight to see and a wonderful place to celebrate the season.

The parish, rich in history and natural resources, welcomes thousands of visitors each year. Named number one Bass fishing lake two years in a row in 2015 and 2016 it is known as one of the best bass lakes in the nation. The reservoir is home to Cypress Bend Park marina and a host of other parks and marinas along the shores, allowing Sabine Parish to host circa 100 fishing tournaments a year. The parish also boasts two state parks, a state historic site, scenic byways and trails, state certified birding trails, a newly renovated championship golf, a new family adventure park, a full-service resort and conference center, and a host of hotels, cabins, lodges and RV sites and on the water, free festivals and events, and unique dining and shopping opportunities. This small rural parish offers plenty for the outdoor enthusiasts, families, group travelers, and anyone looking for an adventure ‘off the beaten path’.

The parish enjoyed a 4% increase in visitors to the area year on year from 2017 through 2019. During the pandemic travelers looking to escape the crowds and the big cities flocked to Toledo Bend Lake in large numbers where they found wide-open spaces and epic sunsets. Tourism increased an impressive 20% in 2021 and has remained steady though 2024. This marketing plan offers a strategic plan to increase tourism and recreational spending by domestic and international visitors, as well as residents.

The Toledo Bend reservoir hosts approximately 100 local, regional and national fishing tournaments per year.

Thousands of visitor’s enjoy fishing, camping, fun on the beaches, and the newly-renovated championship golf course annually.

Brand Profile

Sabine Parish, marketed as Toledo Bend Lake Country, is known for its world-class fishing, golfing, natural beauty and rich history. The Tourist Commission team and their marketing partners work together to develop campaigns designed to inspire, engage and activate travelers to visit the destination

Vision: To be nationally recognized as a premier lake destination

Brand Personality: The brand, like the locals who live here, is outdoorsy, friendly, and relaxed.

Value Proposition: The destination offers a variety of affordable accommodations, attractions, and restaurants which appeal to budget conscious consumers as well as those seeking relaxed luxury.

Campaigns: The print and digital marketing campaigns will have a fresh look that centers around Toledo Bend’s signature tag line Big Lake, Big Fish, Big Fun.

Visitor Profile

The Louisiana Office of Tourism visitor data shows the average age of visitors to the central region is 49 years old, and the majority being married with children in the household. The mean household income is $68K, and the average spend per person per day is circa $109. Seventy-five percent of visitors travel to the region via car versus air travel or train, and more than 80% of them are planning their trips in one week or less.

*Source: Louisiana Office of Tourism, Fiscal Year 2023, Central Region

Toledo Bend Lake Country has a loyal following of 50K+ viewers across its social media channels. Facebook content viewers are split between the genders, with women making up 60% of viewers and men 40%. Most of them tend to be over the age of 35. Conversely Instagram and TikTok viewers tend to trend younger. Analysis shows that approximately 80% of Instagram content viewers and 75% of TikTok viewers are under the age 45, with the largest age group being 25-34. We’ve seen a growth in male followers on these platforms (~40% increase) and most live within 5 hours of Toledo Bend Lake Country.

*Source: Longwoods International & Miles Partnership

SWOT & Strategic Marketing Plan

Below you will find a SWOT analysis of Toledo Bend Lake Country and the strategic marketing plan managed by the Executive Director of the Sabine Parish Tourist and Recreation Commission. This marketing plan details the strategy for promoting Toledo Bend Lake Country as a unique vacation destination, focusing on its world class fishing, golfing, and its abundance of outdoor attractions. The plan will utilize public relations tools including TV, radio, printed and digital ads, social media, news releases, and the Toledo Bend Lake Country website to promote its attractions and events to as wide an audience as possible.

In total, the advertising and marketing budget for 2025 is approximately $157,000, circa a 44% decrease from the previous year. While the 2025 advertising and marketing budget is significantly lower than the previous year, this plan still ensures exposure in target markets with key demographics. The advertising expenditure represents approximately 31% of the total annual budget for the agency.

WEAKNESS

Parishroads needrepairs

Lackofbroadbandinfrastructure

Lackofbrandedhotels

Nohotel largeenoughto handlelargegroups andconventions (e.g.300+ participants)

Unfavorable onlinereviews of fullserviceresort unresolved, improvementslowtohappen Lackoflightingontheroads/ highwaysat night

Nobirdwatchinginfrastructure (e.g.markedtrails, guides) Festivalslackcapacitytotake advantageofavailablegrants

Strategic Marketing Plan

World-Class Fishery

Background: Toledo Bend Lake, the first lake to be named #1 Bass Lake by Bassmaster for two consecutive years, is host to circa 100 tournaments at marinas around the lake each year. Local, regional, high school and collegiate tournaments have a positive economic impact on the parish, bringing in thousands of visitors year round. National fishing tournaments sponsored by angler organizations such as B.A.S.S. not only bring in visitors to the region but are also televised, live streamed on social media channels, and aired by highly rated sports media such ESPN and Fox. This translates into tremendous marketing value for Toledo Bend Lake Country, providing domestic and international promotion of the fishery, community, and Louisiana. Therefore, sponsoring national televised tournaments is central to the marketing strategy.

Crappie fishing, a fast-growing sport and family-friendly activity, also brings many visitors to the area each year. Toledo Bend Lake is a renowned spot for crappie fishing, especially known for its large-sized crappies. The area is also home to dozens of professional guides which offer visitors year-round fishing fun through guided trips, catch and cook excursions, youth camps, and more. This booming industry is essential to the economic health of the parish.

Objective: To promote Toledo Bend Lake as a world class fishery.

Target Audience: Fishing Enthusiasts, Anglers of all levels – from the seasoned professional to the beginner looking to catch their first lunker.

Marketing Strategy: We will utilize a multimedia strategy involving print ads in local and regional publications, digital ads, radio, and social media to market Toledo Bend as a world-class fishery. Additionally, we will film two episodes that will aire on a popular national TV series promoting crappie fishing and tourism in Toledo Bend Lake Country. Lastly, we will participate in tradeshows to build positive media relationships and industry contacts.

*Note: No national televised B.A.S.S tournament planned in

Championship Golfing

Background: Cypress Bend Resort’s 18-hole championship golf course is the crown jewel of the Louisiana Audubon Golf Trail for its stunning beauty and gameplay. Strategically redesigned by renowned architect Jeff Blume as part of a major resort renovation, the course reopened in 2024 challenging players of all levels, from new golfers to seasoned pros. Located alongside Toledo Bend Lake, the course features 10 waterfront holes, hidden coves and bayous, and rolling greens, set against a backdrop of the lake shore and a hardwood forest. When combined with a stay at the Cypress Bend Resort & Conference Center, it is the ideal golfer’s getaway.

Objective: To promote Toledo Bend Lake as a golfer’s getaway.

Target Audience: Golf Enthusiasts, Married Couples, Young Professionals, Outdoor Enthusiasts, Corporate Groups.

Marketing Strategy: We will utilize a multimedia strategy involving print ads in regional publications, targeted digital ads, social media, and radio to promote Cypress Bend Golf Course & Resort. Additionally, we will co-sponsor an amateur golf tournament and participate in FAM tours/Tradeshows to build positive media relationships and industry contacts.

Recreation & OutdoorAdventure

Background: Toledo Bend Reservoir, a 185,000 acre lake, is the heart of Toledo Bend Lake Country. The area is best known for its world-class fishing; however, Toledo Bend Lake Country is a respite for any outdoor enthusiast, whether an avid golfer, birdwatcher, hiker, ATV rider or just someone who appreciates a beautiful sunset. While its sandy beaches have always been a draw for families, 2023 saw the opening of Toledo Bend’s newest attraction, Toledo Bend Family Adventure Park. Toledo Bend Lake Country offers an abundance of outdoor attractions and lodging which makes it a great destination for couples and families alike.

Objective: Promote Toledo Bend Lake Country as a premier vacation destination for outdoor/nature enthusiasts and increase visitor overnight stays and spending.

Target Audience: Married Couples, Families, Young Professionals, Outdoor Enthusiasts, Corporate Groups, RVers, Campers, Hikers, Birdwatchers.

Marketing Strategy: We will utilize a multimedia strategy involving print ads in regional publications, targeted digital ads, social media, radio, and TV to promote Toledo Bend Lake Country outdoor adventure attractions. Additionally, we will participate in tradeshows and FAM tours to build positive media relationships and industry contacts.

History & Culture

Background: Residents of Sabine Parish are proud of the natural beauty of the region, but they are even prouder of its rich history. Slow to be settled, and marked by pivotal moments in history, the region known as The Neutral Strip or No Man’s Land exhibits a culture colored by several pockets of diverse groups (e.g. Native Americans, remnants of early Spanish colonies, Scots Irish pioneers, African Americans, and others) who fiercely hold on to their traditions and a way of life they cherish. The traditions of these groups are preserved and celebrated in festivals and events held throughout the year, festivals such as the Zwolle Tamale Fiesta and Freestate Festival. Ancient roads, forts, museums, and food also become part of the story of this diverse region of our state. Visitors come to the area each year to experience this rich history and culture, and the people who make it come alive.

Objective: To improve the quality of stay of visitors by promoting cultural events and increase visitor overnight stays and spending

Target Audience: Married Couples, Families, Young Professionals, History Enthusiasts, Recreational Anglers, Recreational Golfers, RVers, Campers, Hikers, Birdwatchers.

Marketing Strategy: Through regional marketing teams such as El Camino Real and Five Parishes West we will deploy a multi-media strategy involving print ads in local and regional publications, social media campaigns and radio ads to promote the annual festivals and events that enhance the visitors (and locals) stay in Toledo Bend Lake Country.

Digital & Social Media Marketing

Background: Changes in technology and lifestyles have driven digital and social media marketing to quickly become the primary way to attract visitors to a destination. While Toledo Bend Lake Country has historically utilized digital marketing it has not fully leveraged social media to reach its target markets. In 2023Advanced Travel & Tourism, a marketing company specializing in digital marketing, was engaged to develop a new and innovative strategy which utilizes digital impressions, paid social media ads, and search engine marketing, to increase traffic to website. That approach is proving effective and will continue in 2025, with the addition of geofencing to better target visitors. Our social media strategy will be augmented by utilizing Bullseye Digital Marketing to develop engaging content to reach new users and increase brand/destination awareness.

Objective: Utilize digital marketing and social media to promote Toledo Bend Lake Country as a premier vacation destination; and increase visitor overnight stays and spending

Target Audience: Married Couples, Families, Young Professionals, History Enthusiasts, Recreational Anglers, Recreational Golfers, Campers, Hikers, RVers, Birdwatchers

Marketing Strategy: We will utilize a multi-media strategy that deploys targeted digital ads and blogs, targeted paid social media ads on Facebook and Instagram, and paid search engine marketing (SEM). An enewsletter highlighting local events will also be published monthly.

Media Breakdown

*Note: Represents approx. breakdown of Advertising budget by category

Evaluation

The Executive Director of the Sabine Parish Tourist and Recreation Commission is responsible for the implementation of this plan and will communicate all aspects of this plan to the Board of Directors and other community stakeholders. Each marketing partner will be required to provide reports on the effectiveness of all advertising and promotion efforts. The overall effectiveness of the plan will also be measured through web and social media analytics, occupancy tax revenues and overall economic impact to the parish.

Contingency Plan

This Marketing Plan is fully adaptable and can be modified to respond to issues that arise. Promotions, publicity events, etc. can be added and deleted when necessary. The plan has contingency funding built in to be used for these purposes.

Approval Signatures

The 2025 Marketing Plan has been read, reviewed, and approved by the seven-member Board of Directors. The following executive staff has signed off on the annual marketing plan: