2021 MARKETING PLAN THE JCVB The Jefferson Convention & Visitors Bureau, Inc. (JCVB) is an accredited destination sales and marketing organization working in partnership with a diverse membership, and business and community leaders to develop and promote the destination. Acting on behalf of its members, the JCVB markets and promotes all segments of the parish as a preferred destination. The sprawling 60 miles from the coast of Grand Isle to the shores of Lake Pontchartrain is diverse in land, people and culture. The JCVB showcases these unique attributes of the parish.
OUR VISION As a brand driven destination leader, the Jefferson Convention & Visitors Bureau, Inc. (JCVB) is innovative and influential in bringing new visitor business to the parish tourism/hospitality industry and host communities.
Our Community worked together to create a Clean & Safe destination and to promote that commitment, Visit Jefferson Parish launched the Clean & Safe Pledge initiative. An opportunity for Jefferson Parish hotels, attractions, restaurants, retailers, & all businesses throughout the destination to join us in taking the Clean & Safe Jefferson Parish Pledge providing a unified message that health and safety standards and protections against the spread of COVID-19 are top priority. visitjeffersonparish.com/pledge
JEFFERSON CONVENTION & VISITORS BUREAU, INC. V I S I T J E F F E R S O N PA R I S H . C O M 504.731.7083 | Toll Free 1.877.572.7474
2021 MARKETING INITIATIVES TRAVEL MEDIA GOAL: To increase travel media & influencer coverage STRATEGY • Increase targeted earned media through a partnership with MBPR company • Strategic story pitching ideas once weekly • Press releases to influencers and media database once monthly • Host two digital influencers and/or domestic journalists familiarization trips in 2021 • Co-op with Louisiana Office of Tourism on domestic and international familiarization tours
CVB FINANCE & ADMINISTRATION The annual focus of the Jefferson CVB in this strategic goal attainment is to operate and lead a relevant and credible destination marketing organization through a three-audience approach. The overall targeted finance/administration strategy with action plan follows. GOAL: To operate as a fiscally responsible and accountable organization through effective planning, partnership development and staff deployment. TARGETED AUDIENCE • Board of Directors • Professional Staff • Vendors/Suppliers
DESTINATION MARKETING, SALES & SERVICES The annual focus of the Jefferson CVB is to drive more visitors to the parish and its communities through an overall destination marketing communication effort and a nine target – market strategy approach. There are six targeted market strategies for meetings, group/event and four for the individual/leisure travel markets. The key marketing support and targeted sales/services strategies with action plans to follow. GOAL: To enhance the awareness of the Jefferson Parish destination brand experiences and increase visitor conversion through targeted promotional, services and media relations strategies. TARGET MARKETS • Religious, associations, corporate and government meetings • Heritage and city-wide events • Education, fraternal and social events • Military and reunion events • Sports events • Group leisure tour & travel • Outdoor recreation and adventure tourism • Shopping and food travel • Cultural Heritage Tourism • Visiting friends and relatives/locals-residents
CVB MEMBERSHIP & ADVOCACY COMMUNICATIONS The annual focus of the Jefferson CVB in this strategic goal attainment is to be informative and persuasive in the understanding and value of tourism and in the proactive organization effort required to communicate to members and partners on an ongoing basis through a five-target audience strategy approach. The overall targeted community relations strategy with action plan follows. GOAL: To engage stakeholders on the value and importance of tourism and specifically partners on the roles and effectiveness of the JCVB. TARGET AUDIENCES • Visitor industry members and operators • Government officials • Community/industry trade association and corporate leaders • Media editors/representatives • Residents
DESTINATION DEVELOPMENT The annual focus of the Jefferson CVB in the strategic goal attainment is to be supportive in the development and delivery of a more engaging parish/community visitor experience through a five-target project strategy approach. The overall targeted development strategy with action plan follows. GOAL: To facilitate and assist in developing the Jefferson Parish attraction, event and hospitality services and related public infrastructure. TARGET PROJECTS • Leisure recreation development support • Event tourism strategy direction • Wayfinding/signage system advocacy • Parish visitor center needs and network assessment • Louisiana Oyster Trail continued development/support
SOCIAL MEDIA MARKETING GOAL: To increase followers 20% and website referrals STRATEGY • Build on the momentum of the leisure brand campaign, Just Imagine Jefferson, and the recovery marketing initiatives extending messaging across all social media channels • Reach target audiences with brand messaging relative to Jefferson Parish’s experiential assets: Multi-generational family, nature, outdoor, historical, cultural and food & heritage enthusiast • Shared-content on regional and state tourism marketing outlets • User Generated Content (UGC) • Blog posts • Video shares • Contests & Promotions
BOARD OF DIRECTORS MEETINGS
MEMBER-PARTNER MEETINGS & EVENTS
TRADE SHOWS
BROADCAST ADVERTISING
PRINT ADVERTISING
DIGITAL ADVERTISING
12 MONTH ACTION PLAN 1 ST Q U A R T E R
2ND Q U A R T E R
3RD Q U A R T E R
4TH Q U A R T E R
• LouisianaTravel.com Banner • Louisiana Travel.com Culinary Banners • LouisianaTravel.com eNews • Playeasy.com • Expedia • TourLouisiana.com • Team Louisiana • SportsEvents • SGMP Online Suppliers Guide • Social Media VJP Stay & Save/Staycation Campaigns • Where Y'at Email & Digital Campaign • Sports ETA eNews & Banner Ads • Group Travel Leader Banner
• AARP • Louisiana's A Trip Campaign • Co-op with Office of Tourism's Sunshine Digital Ads • Compass Media Google Display Outdoor • Compass Media Targeted Email Campaign • LouisianaTravel.com Banner • LouisianaTravel.com Culinary • LouisianaTravel.com eNews • Madden Remarketing & Prospecting Campaign • Meetings Today eNews & Banner • Sports ETA eNews & Banner Ads • TourLouisiana.com • SportsEvents • Team Louisiana • Meetings Today Banner • Social Media VJP Stay & Save/Staycation Campaigns
• LouisianaTravel.com Banner • LouisianaTravel.com eNews • TourLouisiana.com • Team Louisiana • Social Media VJP Stay & Save/Staycation Campaigns • LouisianaTravel.com Culinary • AAA Texas Journey • Houston Chronicle • Country Roads • Where Travel • 225 Digital Magazine • Sports ETA eNews • Texas Monthly • Louisiana Kitchen & Culture • Hoffman Media Culinary • Group Tour Media Sponsored eBlast & Targeted Remarketing Campaign • Compass Content & Clicks Campaign • VJP Summer Festivals & Outdoor Campaign
• LouisianaTravel.com Banner • LouisianaTravel.com eNews • TourLouisiana.com • Team Louisiana • Social Media VJP Stay & Save/ Staycation Campaigns • LouisianaTravel.com Culinary • Louisiana Cookin' • Sports ETA eNews • SportsEvents • Where Y'at Digital Holiday Campaign • Mardi Gras & Family Gras Campaigns
• Louisiana Sunshine Magazine • Louisiana Sunshine Magazine Culinary • Arthur Hardy’s Mardi Gras Guide • Louisiana Life Magazine • The Jefferson Review, Chamber of Commerce Directory • Louisiana Cookin’ • Group Travel Leader • Sports Planning Guide • SportsEvents Annual Guide on CVB's & Commissions • AAA Tourbook • Group Travel Leader's Go South • Society of American Travel Writers • Convention South CVB Directory • Small Market Meetings
• Where Y'at Magazine • LSAE Annual Directory • Louisiana Cookin’ • Meetings Today • USA Today Go Escape to Gulf Coast • Louisiana Kitchen & Culture • Travel, Taste & Tour • Where Y'at Dining Guide • Louisiana Life Staycations, • Rova Magazine Louisiana RV'ing • Good Housekeeping • Woman's Day • Student & Group Travel • Where Magazine
• Louisiana Attractions Directory • Louisiana Fishing & Outdoor Adventures Guide • Louisiana Cookin’/Oyster Trail • SYTA Conference Pamphlet • Group Travel Leader Buyers Guide • Going on Faith Conference Edition • Faith Travel Brochure • Sports Destination Management • 64 Parishes • Meetings Today Annual Guide • Meetings Today Louisiana Edition • Meetings Today New Orleans Edition • Sports ETA Spotlight Louisiana • Oxford American • Good Sam RV'ing • ROVA Magazine Epic Road Trips • Inside Nola • Fall Travel Planner Louisiana • Convention South Annual Guide • Convention South Small Market Meetings
• Birdwatching Magazine • Travel & Vacation Show Recipe Book • JCVB Annual Visitors Guide • Louisiana Cookin' • Where Y'at Fall Dining Guide • Where Traveler Fall Dining Guide • Sports Events Annual Planner
• Fox 8 - How do you Mardi Gras • WGNO Countdown to Mardi Gras • WDSU Sponsor of Mardi Gras Day Special • NOLA.com/The Advocate Mardi Gras For All Y'all Series Sponsor: VJP segments: Krewe of Argus, Louisiana
• Hearst Anyscreen WDSU TX & LA Markets VJP Stay & Save Campaign • Co-op with Louisiana Office of Tourism on the You Are My Sunshine Campaign airing the VJP Stay & Save Commercial in the following markets: AL/AR/GA/FL/MS/ TN/TX
• Hearst Anyscreen WDSU TX & LA Markets VJP Stay & Save Campaign • Co-op with Louisiana Office of Tourism on the Louisiana's A Trip Campaign airing the VJP Stay & Save Commercial in the following Markets: LA/MS/TX
• Co-op with Louisiana Office of Tourism on the Louisiana's A Trip Campaign airing the VJP Stay & Save Commercial in the following Markets: LA/MS/TX
Due to COVID-19 No Tradeshows Scheduled 1st Qtr.
MRN - Military Reunion Network PRSA - Tour & Travel Conference
• YMRC-Your Military Reunion Showcase • American Bus Association
• Travel South International • TEAMS Conference • Small Market Meetings • S.P.O.R.T.S The Relationship Conference • Smart Meetings
• Membership Breakfast • Co-op with Jefferson Chamber: Business Card Exchange • Director of Sales Meeting • Hotel of the Quarter • Destination Development District Meetings
• Membership Breakfast • Co-op with Jefferson Chamber: Business Card Exchange • Director of Sales Meeting • Hotel of the Quarter • Destination Development District Meetings
• Membership Breakfast • Co-op with Jefferson Chamber: Business Card Exchange • Director of Sales Meeting • Hotel of the Quarter • Destination Development District Meetings
• Annual Membership Meeting & Luncheon • Membership Breakfast • Co-op with Jefferson Chamber: Business Card Exchange • Director of Sales Meeting • Hotel of the Quarter • Destination Development District Meetings
March
June
September
December
Oyster Trail & Swamp Adventures • Hearst Anyscreen WDSU TX & LA Markets VJP Stay & Save Campaign
J E F F E R S O N PA R I S H T O U R I S M B Y T H E N U M B E R S
$1.7 BILLION SPENT by Jefferson Parish visitors in 2019
2ND LARGEST TOURISM
JEFFERSON PARISH RESIDENT TAX PAYERS PAY
$0.00 FOR THE JCVB'S EFFORTS funded exclusively through tourism spending
GARNERED MORE THAN
$17 7 MILLION
EC O NO MY I N LO UIS IANA
in state & local tax revenue for Jefferson Parish & Louisiana
Top Drive Markets: TEXAS, GEORGIA
MORE THAN 22,000
MISSISSIPPI, FLORIDA, ALABAMA
hospitality workers employed by tourism
* Source: 2019 Louisiana Welcome Centers Report
Top 5 countries for international spending
PHILIPPINES, BRAZIL,
CHINA, ARGENTINA
Source: Jefferson Parish Visitor Impact reporting from the 2019 Louisiana Office of Tourism's Economic Impact Report
Source: Louisiana Tax Free Shopping 2019 Report
EXECUTIVE COMMITTEE FRANCIS CO CHRISTIAN, Chair | Managing Partner, Taylored Hospitality Solutions LYDIA FOLSE , Vice Chair | General Manager, Alario Center TODD LOUP, Treasurer | Director of Sales, DoubleTree by Hilton New Orleans Airport RYAN BRAUN, Secretary | General Manager, Hampton Inn & Suites New Orleans - Elmwood BRETT BARES, Member-at-Large | Director of Sales & Marketing, Airboat Adventures, LLC TRICIA PHILLPOTT, Member-at-Large | General Manager/Leasing Manager, Lakeside Shopping Center VIOLET PETER S, President & CEO | Jefferson Convention & Visitors Bureau, Inc.
DIRECTORS TROY ALDRICH, General Manager | Country Inn & Suites by Radisson, Metairie S COTT ALEXANDER, Chief Operating Officer | NOLA Gold Rugby KEVIN BARONI, General Manager | Pontchartrain Convention and Civic Center DAVID BARRECA , Owner | Barreca's Food Services, LLC KRISTINA BENNETT - HOLMES, Deputy Director of Aviation-Commercial Development | Louis Armstrong New Orleans International Airport CHRIS BONFANTI, General Manager | New Orleans Marriott Metairie at Lakeway SHANNON HAMM, Director of Sales & Marketing | Hotard Coaches, Inc. DARREN MARTINO, On Premise Sales Manager | Crescent City Coca-Cola Bottling Company UNITED BROOKE ZAR, Owner/Operator | Restaurant des Familles
COMMUNITY REPRESENTATIVES
FAMILYGRA S.COM
LORI GUIN, Museum Curator | Westwego Historical Museum TODD MURPHY, President | Jefferson Chamber of Commerce DONNA RUSSO, Director | Jefferson Parish Citizen's Affairs
JCVB STAFF
FISHJEFFER S ON.COM
VIOLET PETER S, CDME President & CEO JUNE LABAT, Executive Assistant to the President & CEO and Technology Systems Manager TERRIE BIRKEL , CDME , Vice President REBECCA BURAS, Director of Finance ANGELA MATHERNE , Director of Sales ROBIN JONES, Senior Sales Manager THERESA MULÉ , Sales Manager CHARLENE HALE , Director of Leisure & Partner Sales
LOUISIANAOYSTERTRAIL .COM