TARGET MARKETS

Activation: A Phased Approach

REDEPLOY MOST MARKETING RESOURCES AMONG OUT-OF-STATE MARKETS

In the past few years before this strategic plan, Visit Jackson invested significant resources in an imagebuilding campaign locally in the Jackson metropolitan area (with a focus on the suburbs of Jackson) and in other in-state feeder markets. This effort resulted in limited success. Due to circumstances out of the control of Visit Jackson and relentless negative media coverage of the city in-state, Visit Jackson will reallocate the bulk of resources to focus on generating visitors from outof-state markets. Markets with a high percentage of Black population who traditionally demonstrate an interest in Civil Rights and the freedom movement will be a focus of outreach efforts. These markets are listed in the following section.

The phased approach described here is based on 1) the receipt of TRF2 funds during the current fiscal year and 2) the potential for additional legislated subsidies in the following years.

Phase 1 — Drive Markets

The initial phase will focus on implementing the strategy in mainly legacy drive markets outside Mississippi with a percentage of African American residents. These markets are:

• New Orleans

• Monroe

• Shreveport

• Birmingham

• Montgomery

• Memphis

Depending on budget, secondary markets would include:

As vehicles like longer-format videos, branded content, podcasts, etc., become more prevalent and expected by consumers, it is also essential to adapt messaging for optimal performance among these media types. Increasingly, media experiences are becoming more narrative and less advertising-focused. Jackson is uniquely positioned to capitalize on this. The city’s messaging — City With Soul — and the strategic focus of the Freedom Movement are natural elements around which to build narratives and tell stories. While traditional forms of advertising (such as 30-second video ads) will continue to be produced and utilized, efforts will be made to portray these short-form assets as part of a larger story.

• Baton Rouge

• Mobile

Behavioral Markets / Audiences

1. Culture Seekers

2. African American Experiences

3. Culinary Tourists / Foodies

4. History Enthusiasts

5. Leisure Travelers

This phase will lean heavily on digital platforms: OTT streaming, display, and pre-roll, with additional support from targeted cable television and audio. The campaign will incorporate print ads for markets with relevant city-focused print publications.

Primary Markets

Secondary Markets

Phase 2 Markets

Phase 2 — Expansion

Phase 2 may be wholly or partially dependent on garnering additional resources through an organically increased marketing budget or, more likely, through another round of tourism relief funding (TRF3). The main focus of Phase 2 will be to expand paid media messaging and exposure in larger cities with a high percentage of the African American population. In addition to maintaining a presence in the markets listed for Phase 1, Phase 2 will expand to:

• Chicago

• Detroit

• Baltimore

• Atlanta

The campaign will repurpose assets created for Phase 1 for this expansion. New assets may be created as needed.