COMMITTED TO YOUR H E A LT H & SAFETY
2022
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.
JEFFERSON CONVENTION & VISITORS BUREAU, INC. VISITJEFFERSONPARISH.COM | 504.731.7083 | Toll Free 1.877.572.7474
2022 MARKETING INITIATIVES TRAVEL MEDIA GOAL: To increase travel media & influencer coverage. STRATEGY • Increase targeted earned media through a partnership with MBPR company • Strategically pitch story ideas once weekly • Send press releases to influencers and media databases once monthly • Host two digital influencers and/or domestic journalists familiarization trips in 2022 • Co-op with Louisiana Office of Tourism on domestic and international familiarization tours
CVB FINANCE & ADMINISTRATION The JCVB operates and leads 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 Jefferson CVB maintains its focus 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, and travel • Outdoor recreation and adventure tourism • Shopping and food travel • Cultural Heritage Tourism • Visiting friends and relatives/local 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 Jefferson CVB is committed to supporting the development and delivery of a more engaging parish/community visitor experience through a 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 • Parish visitor center needs and network assessment • Louisiana Oyster Trail continued development/support
SOCIAL MEDIA MARKETING GOAL: To increase followers 10% and website referrals. STRATEGY • Build on the recovery marketing initiatives extending messaging across all social media channels • Reach target audiences with brand messaging relative to Jefferson Parish’s experiential assets: multigenerational family, nature, outdoor, historical, cultural, and food and heritage enthusiast • Shared content on regional and state tourism marketing outlets • User Generated Content (UGC) • Blog posts • Video shares • Contests and promotions
2ND Q U A R T E R
3RD Q U A R T E R
4TH Q U A R T E R
• Gambyte – Family Gras • Louisianatravel.com Featured Business Listing • Louisianatravel.com Formatted Banner • Miles Media Culinary Package • SGMP Online Buyers Guide • LA Travel E-Guide Pelican State Package • Louisianatravel.com Pelican State E-Guide content • Playeasy.com • Team Louisiana • TourLouisiana • Where Y’at.com – Mardi Gras & Family Gras • Social Media VJP Mardi Gras & Family Gras, Outdoor, Culinary Campaigns.
• Compass Media Digital Display Campaign • Deveney's Content Creation & Social Media Audit • Houston Chronicle Display Campaign • Louisianatravel.com Culinary eNews • Louisianatravel.com Featured Business Listing • Louisianatravel.com Formatted Banner • Louisianatravel.com Pelican State E-Guide content • Miles Media Culinary Package • Oxford American Digital Campaign • Playeasy.com • SGMP Online Buyers Guide • SportsEvents Digital Campaign • Team Louisiana • TourLouisiana • VJP Summer/Festivals & Outdoor Campaigns • VJP Spring & Summer Outdoor Campaigns • Social Media VJP Leisure Stay & Play/ Staycation, Outdoor, Culinary, Festivals, Lafitte Seafood Festival, Uncle Sam Jam, Tarpon Rodeo, & Elite Redfish Series
• AJR Media Group • Compass Media Digital Outdoor Travel Campaign • Compass Media Display & Social Media Remarketing • Louisianatravel.com Culinary eNews • Louisianatravel.com Featured Business Listing • Louisianatravel.com Formatted Banner • Louisianatravel.com Pelican State E-Guide content • Miles Media Culinary Package • Playeasy.com • ROVA.com • SGMP Online Buyers Guide • SportsEvents Digital Campaign • Team Louisiana • Texas Monthly Digital Campaign • TourLouisiana • VJP Summer/Festivals & Outdoor Campaigns • Social Media VJP Leisure Stay & Play/ Staycation, Outdoor, Culinary, Festivals, Uncle Sam Jam, Tarpon Rodeo, & Elite Redfish Series
• Compass Media Social Media Video Campaign • Fall Festivals/Holiday/Shopping Campaigns LouisianaTravel.com Culinary eNews • Louisianatravel.com Featured Business Listing • Louisianatravel.com Formatted Banner • Louisianatravel.com Pelican State E-Guide content • Miles Media Culinary Package • Playeasy.com • SportsEvents Digital Campaign • SGMP Online Buyers Guide • Team Louisiana • TourLouisiana • VJP Fall Festivals, Outdoor & Holiday Campaigns • Social Media VJP Leisure Stay & Play/Staycation, Outdoor, Culinary, Festivals, Gretna Fest, holiday, shopping, Mardi Gras & Family Gras campaigns
PRINT ADVERTISING
• 2022 Louisiana Sunshine Magazine • Arthur Hardy • French Quarterly Magazine & Parade Routes • GO South • Jefferson Review (Chamber Directory) • Louisiana Life Magazine Mardi Gras Edition • LSAE Directory • Small Market Meetings • SportsEvents • SportsEvents Annual Planners Guide 2022 • Where Y'at, Rhythm on the Route • Where Y'at Family Gras • Where Traveler
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• NOLA.com/The Advocate Mardi Gras For All Y'all • WGNO Television: Rhythm on the Route highlight • WGNO Television: Family Gras • WDSU Television: Rhythm on the Route highlight
• 2022 VJP Marketing Campaign roll out Outlets TBD
• 2022 VJP Marketing Campaign roll out Outlets TBD
• 2022 VJP Marketing Campaign roll out - Outlets TBD • Fox 8 New Orleans Morning News: Taste of the Louisiana Oyster Trail Promotion
Due to COVID-19 No Trade Shows or in-person Conferences scheduled
• IPW • MRN - Military Reunion Network - JCVB to Host MRN - FAM Tour • PRSA - Tour & Travel Conference • Sports ETA
• Destinations International • LTA Annual Summit • SYTA
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Allstate Sugar Bowl Nat'l Prep Classic Family Gras GateFest Louisiana Tourism Coastal Coalition's Bianca PR & Media Program • Mardi Gras For All Y'all • Team Louisiana
• Elite Redfish Series • NOLA Gold Rugby Louisiana Tourism Coastal Coalition's Bianca PR & Media Program • Team Louisiana • USA BMX Bayou Classic Nationals
• Elite Redfish Series • Louisiana Tourism Coastal Coalition's Bianca PR & Media Program • Team Louisiana • Uncle Sam Jam • Westbank Heritage Festival
• Gretna Heritage Festival • Huey P. Long Bridge Run • Louisiana Tourism Coastal Coalition's Bianca PR & Media Program • Miss Louisiana USA • Taste of Louisiana Oyster Trail • Team Louisiana
• Board of Directors Meeting January & March • Co-op with Jefferson Chamber: Business Card Exchange
• Board of Directors Meeting June • Co-op with Jefferson Chamber: Business Card Exchange • Destination Development District Meetings • Director of Sales Meeting • Membership Breakfast
• Board of Directors Meeting September • Co-op with Jefferson Chamber: Business Card Exchange • Destination Development District Meetings • Director of Sales Meeting • Membership Breakfast
• Board of Directors Meeting December • Co-op with Jefferson Chamber: Business Card Exchange • Destination Development District Meetings • Director of Sales Meeting
MEMBER-PARTNER MEETINGS & EVENTS
MARKETING CO-OPS
TRADE SHOWS & CONFERENCES
DIGITAL & SOCIAL ADVERTISING
1 ST Q U A R T E R
BROADCAST ADVERTISING
12 MONTH ACTION PLAN
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64 Parishes Birdwatching Magazine Connect Magazine Destination Magazine Hoffman Media Power Buy Louisiana Attractions Program Louisiana Cookin' Louisiana Fishing & Outdoor Adventures Program Meetings Today Oxford American Southern Living Student Youth Travel Association (SYTA) Travel, Taste + Tour Where Traveler
Connect Sports Convention South Faith Travel Brochure Meetings Today ROVA SportsEvents
Birdwatching Magazine JCVB Annual Visitors Guide Louisiana Cookin' SYTA Teach + Travel Where Y'at Fall Dining Guide
RTO South Smart Meetings Small Market Meetings S.P.O.R.T.S The Relationship Conference • TEAMS Conference • Travel South International
• Membership Breakfast
JEFFERSON PARISH TOURISM BY THE NUMBERS $1 BILLION SPENT BY JEFFERSON PARISH
VISITORS IN 2020, DOWN 41% DUE TO COVID -19 2ND LARGEST TOURISM ECONOMY IN LOUISIANA TOURISM GARNERED $103 MILLION IN STATE & LOCAL TAX REVENUE FOR JEFFERSON PARISH & LOUISIANA, DOWN 53% DUE TO COVID - 19
1 4 ,0 0 0 H OSP I TA LI T Y WOR K ERS EMPLOY ED IN 2020, D OWN 40% DUE TO COVID-19 *Source: Louisiana Office of Tourism Economic Impact Report 2020/UNO Hospitality Research Center
ST R AT EG I C PA R TNER S H I P S • • • • • • • • • • •
2022 will launch a vigorous marketing campaign reflective of our commitment to promoting and selling Jefferson Parish as a destination for everyone. Sharing our diverse landscape and culture with outdoor enthusiasts, history buffs, families seeking new adventures, and culinary aficionados!
Louisiana Office of Tourism Team Louisiana Louisiana Travel Association Louisiana Tax Free Shopping Louisiana Tourism Coastal Coalition Louisiana Culinary Trails Jefferson CVB Sports Advisory Council Mindy Bianca Public Relations Society of American Travel Writers Public Relations Society of America Regional partnerships with destinations generating cooperative itineraries promoted to media and consumers
EXECUTIVE COMMITTEE FRANCISCO CHRISTIAN, Chairman | Managing Partner, Taylored Hospitality Solutions BRETT BARES, Vice Chairman | Director of Sales & Marketing, Airboat Adventures, LLC TODD LOUP, Treasurer | Director of Sales & Marketing, DoubleTree by Hilton New Orleans Airport KEVIN BARONI, Secretary | General Manager, Pontchartrain Convention and Civic Center CHARLENE MARTINEZ, Member-At-Large | General Manager, Hampton Inn & Suites New Orleans - Elmwood TRICIA PHILLPOTT, Member-At-Large | Regional Director of Retail Leasing for Feil Organization, Lakeside Shopping Center VIOLET PETER S, President & CEO | Jefferson Convention & Visitors Bureau, Inc.
DIRECTORS TROY ALDRICH, General Manager | Country Inn & Suites by Radisson, Metairie 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 BRET CHITTENDEN, Executive Vice President of Operations | Expotel Hospitality BRETT GAUDET, Vice President | Loft 18 SHANNON HAMM, Director of Sales & Marketing | Hotard Coaches, Inc. JOHN JOHNESE , General Manager | Comfort Suites Harvey-New Orleans West DARREN MARTINO, Division On Premise Sales Manager | Crescent City Coca-Cola Bottling Company UNITED MICHAEL RICHARDSON, General Manager | Courtyard New Orleans Metairie & Residence Inn Metairie GENE SAUSSE , Owner | Sausse Properties BROOKE ZAR, Owner/Operator | Restaurant des Familles
COMMUNITY REPRESENTATIVES
FAMILYGRA S.COM
LORI GUIN, Museum Curator | Westwego Historical Museum DONNA RUSSO, Director | Jefferson Parish Citizens' Affairs
JCVB STAFF VIOLET PETER S, CDME President & CEO TERRIE BIRKEL , CDME , Vice President REBECCA BURAS, Director of Finance ANGELA MATHERNE , Director of Sales THERESA MULÉ , Sales Manager CHARLENE HALE , Director of Leisure & Partner Sales FAYE BROUSSARD - DAUZAT, Digital Marketing & Social Content Manager ALEX CLANCY, Festivals & Events Manager JUNE LABAT, Executive Assistant to the President & CEO and Technology Systems Manager
FISHJEFFER S ON.COM
LOUISIANAOYSTERTRAIL .COM