FORECAST 17 STRATEGIC PILLARS

EDUCATION

Educate stakeholders regarding the purpose of a DMO/DLO.

The most significant Visit Jackson deficiency that was identified during the most recent Strategic Planning process was the miseducation regarding the purpose of Visit Jackson, Jackson, Mississippi’s official destination management organization. Stakeholders, specifically, local citizens, festival/event partner organizations and political partners all noted that they thought Visit Jackson’s purpose was to provide funding for events and events. In reality, Visit Jackson is one of the few DMOs in the nation that provided event grants.

It is the goal during the upcoming year to begin strategically educating our partners with information regarding the objectives of a DMO and how they can partner with Visit Jackson to enhance the marketing and promotion of annual events and activities, thereby impacting the quality of life for citizens and the economic vitality of the region.

GOALS

• Create opportunities to share programming and specific strategies with stakeholders, thereby educating them regarding the return-on-investment focus of Visit Jackson; • Provide opportunities to identify external and appropriate funding resources and partnerships to and for quailed events and activities for the Capital Region;

TACTICS

• Conduct periodic industry meetings to stakeholders including, but not limited to monthly hotel Director of Sales meetings, annual hotel General Manager meetings, and annual Visit Jackson marketing plan & annual report presentations. • Produce FAM tours for Visit Jackson board members, City Council members, and Hinds

County Legislative Delegates. • Execute a comprehensive orientation session for new city and county elected officials • Implement educational sessions during the My City 2022 Conference

2022 Operational Plan ADVOCACY/ COMMUNITY AWARENESS & INVOLVEMENT

Build proponents of the Visit Jackson Community

The value of collective ambition has been amplified during the past year. Sharing of resources and supporting each other’s missions and goals has begun to yield results for the Capital Area Region. During the upcoming year, Visit Jackson will continue to cultivate intentional partnerships, including non-traditional alliances that build value for the DLO and its stakeholders, positioning the destination as a more formidable market competitor.

Dedicated resources with strategic goals have been identified to strengthen the destination and its growth potential. During Fiscal Year 2022, purposeful strategies will be executed to solidify Visit Jackson as a collaboration clearinghouse fortifying its designation as a Destination Leadership Organization.

GOALS

• Engage 10 community organizations within the Capital Area to build alliances and share resources; • Position Visit Jackson as a valuable resource regarding destination management and leadership; • Enhance the awareness and appreciative position of tourism as a viable and valuable influence for Jackson by activating strong grassroots and traditional networking strategies;

TACTICS

• Launch an Ambassador Academy Program for locals • Monthly pitch campaigns targeting local media outlets • Execute annual Hometown Hero program • Develop and Activate Speaker’s Bureau • Produce Tourism Job Fair in 2022 • Create Jackson Public School Student

Engagement Program • Strengthen the relationships with municipal, state, and federal electorate illustrating the significance of tourism and impact of collective ambition among community partners; • Engage the education communities within the destination to establish a knowledgebase associated with the value of tourism including economic vitality and workforce initiatives