New Braunfels Convention & Visitors Bureau

Transcription

1 New Braunfels Convention & Visitors Bureau

2 CVB Strategy & Steering committee is comprised of volunteers. with over 300 years of combined experience in the travel, retail & hospitality industries. There are over 20 volunteers willing to share their expertise and serve this community. Diversity in membership includes: WORD (Water Oriented Recreation District) Arts & Historical Organizations Attractions Lodging Dining City Parks & Recreation Board Downtown Association Retail Halls/Meeting Facilities Elected Officials Business Owners Visitor Counselors

3 Strategy & Steering Committee provide guidance on policy, procedures, budgets, and recommend all to Chamber Board of Directors, then program is presented to City Council for approval.

4 A Strategic Map for Destination Marketing Marketing & Selling to the Visitor DMO Sales Team Local Organizers Event Mgmt Firms Conference Exhibitors Convention Sales Out-of-town Organizers Group/Tour Packagers Travel Resellers DMO Role: Advise and Support Marketers Informing, Educating, & Advising the Visitor Travel Mavens Developing the Destination Industry Partners Local Govts Publishers / Advertisers DMO Role: Inform, Educate & Advise the Visitor Visitors: Leisure / Conference / Business Community Leaders DMO Role: Support & Develop the Dest n Strategy Delivering Services to the Visitor Airlines / Transport Hotels / Lodging Visitor Attractions Tour Operators Other Local Visitor Svcs Destination Infrastruct. DMO Role: Advocate the Total Visitor Experience

5 Our objective is to market New Braunfels as a destination to the overnight market. Program of work guided by Strategy and Steering Committee Markets are defined by Mind Ecology Geo Consumer Targeted Anaylsis Paid placements and social/promotional efforts are guided by the Geo Consumer Analysis

6 What the G-CT Data Tells Us 7 family segments (>45 and children), 5 young segments (>45), and 2 mature segments (45+) 7 Town & Country segments, 4 Suburban segments, 1 Second City segments, and 2 Urban segments Median Household income for the top 14 segments is $87,353 Suburbs = $103,548 / Town & Country = $77,461 The New Braunfels Segments are dominated by Town & Country and Suburban segments, but more evenly represented by age with the between the Family and Young Segments. There is a deeper difference between the emotional buy buttons among the Family segments, than there are with the Young segments. Emotional and psychographic differences described later in report via Personas. Common Threads Among Your Top Segments (all visitors) Predominately college educated or attended college for some time. Hold white collar, professional jobs or are on track to do so. The remainder hold blue-collar / service-oriented management positions. Family: typically have families; raised families (empty nesting); or are on their way to raising families. Technology: typically technologically savvy, with high usage of the internet and social media. Homeownership: Typically homeowners with a few renters. Media: High indices of talk radio, sports, lifestyle magazines, network and local news Community: High indices of community involvement: Little league, churches, booster clubs, Girl Scouts, etc. 6

7 4 Social Groups (what part of town you live in) Urban Suburban Second City Town & Country High $ Low 04 Young Digerati 07 Money & Brains 16 Bohemian Mix 26 The Cosmopolitans 29 American Dreams 31 Urban Achievers 40 Close-In Couples 54 Multi-Culti Mosaic 59 Urban Elders 61 City Roots 65 Big City Blues 66 Low-Rise Living 01 Upper Crust 02 Blue Blood Estates 03 Movers & Shakers 06 Winner's Circle 08 Executive Suites 14 New Empty Nests 15 Pools & Patios 17 Beltway Boomers 18 Kids & Cul-de-Sacs 19 Home Sweet Home 21 Gray Power 22 Young Influentials 30 Suburban Sprawl 36 Blue-Chip Blues 39 Domestic Duos 44 New Beginnings 46 Old Glories 49 American Classics 52 Suburban Pioneers 10 Second City Elite 12 Brite Lites, Li'l City 13 Upward Bound 24 Up-and-Comers 27 Middleburg Managers 34 White Picket Fences 35 Boomtown Singles 41 Sunset City Blues 47 City Startups 53 Mobility Blues 60 Park Bench Seniors 62 Hometown Retired 63 Family Thrifts 05 Country Squires 09 Big Fish, Small Pond 11 God's Country 20 Fast-Track Families 25 Country Casuals 23 Greenbelt Sports 28 Traditional Times 32 New Homesteaders 33 Big Sky Families 37 Mayberry-ville 38 Simple Pleasures 42 Red, White & Blues 43 Heartlanders 45 Blue Highways 50 Kid Country, USA 51 Shotguns & Pickups 48 Young & Rustic 55 Golden Ponds 56 Crossroads Villagers 57 Old Milltowns 58 Back Country Folks 7 64 Bedrock America

8 3 Lifestage Groups: mature (45+), family (45 and children), young (45 ) Younger Years Family Life Mature Years High $ Low 04 Young Digerati 16 Bohemian Mix 22 Young Influentials 23 Greenbelt Sports 24 Up-and-Comers 31 Urban Achievers 35 Boomtown Singles 03 Movers & Shakers 08 Executive Suites 11 God's Country 12 Brite Lites, Li'l City 19 Home Sweet Home 25 Country Casuals 30 Suburban Sprawl 37 Mayberry-ville 42 Red, White & Blues 44 New Beginnings 45 Blue Highways 47 City Startups 48 Young & Rustic 53 Mobility Blues 56 Crossroads Villagers 02 Blue Blood Estates 05 Country Squires 06 Winner's Circle 13 Upward Bound 17 Beltway Boomers 18 Kids & Cul-de-Sacs 20 Fast-Track Families 29 American Dreams 32 New Homesteaders 33 Big Sky Families 34 White Picket Fences 36 Blue-Chip Blues 50 Kid Country, USA 51 Shotguns & Pickups 52 Suburban Pioneers 54 Multi-Culti Mosaic 63 Family Thrifts 64 Bedrock America 65 Big City Blues 66 Low-Rise Living 01 Upper Crust 07 Money & Brains 09 Big Fish, Small Pond 10 Second City Elite 14 New Empty Nests 15 Pools & Patios 21 Gray Power 26 The Cosmopolitans 27 Middleburg Managers 28 Traditional Times 38 Simple Pleasures 39 Domestic Duos 40 Close-In Couples 41 Sunset City Blues 43 Heartlanders 46 Old Glories 49 American Classics 55 Golden Ponds 57 Old Milltowns 58 Back Country Folks 59 Urban Elders 60 Park Bench Seniors 61 City Roots 62 Hometown Retired 8

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10 General NB Brochure Website Electronic Newsletter Visitor Centers Public Relations Map Outdoor Directory Direct Mail Convention Bids Blog NewBraunfels.tv

11 Facebook Postings/Ads Google Adwords Sweepstakes Contests Certified Folder Cultural Heritage Brochure, Tour, Micro-site Races and Rallies Mobile

12 Public relations (PR): is the art and science of managing communication between an organization and its key publics to build, manage and sustain its positive image.

13 Public relations includes ongoing activities to ensure the community has a strong public image. Public relation activities include helping the public to understand the community and it s attractions. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. Public relations is often considered a primary activity for successful promotions.

14 Communications & strategy concerning water recreation and river flows is currently cooperatively developed by the Water Strategies Task Force chaired by the County Judge. This task force has been working cooperatively for over 18 years. Members of this task force include: Mayor County Judge NB City Manager Parks & Rec NB River Manager NBU Corp of Engineers WORD Schlitterbahn CVB Canyon Lake Chamber GBRA Police Sheriff Guadalupe Outfitter Comal Outfitter New Braunfels Chamber Dublin & Associates

15 Partnerships & Cooperation Water Strategies Task Force meets as needed to determine what the projected flow forecast may be and what repercussions that will have on all stakeholders. Former Judge Scheel, as chair, facilitated sixteen downstream county judges to sign off on a seasonal deviation pool to be captured at Canyon Reservoir after April of each year if available for downstream river health during the peak hot/dry months. This deviation helps downstream irrigators, downstream estuaries, and recreation. A permanent deviation is in the works with the completion of one more study pending. The U.S. Army Corp of Engineers cooperation and partnership on this project have made this arrangement possible.

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17 Education A learned response takes a minimum of 7 impressions and can take up to 17 impressions to become behavior. Therefore the message has to be reinforced through more than just a press release. The Love Your River Campaign was developed in 2003 cooperatively with New Braunfels City Administration and in partnership with the Don t Mess with Texas program. This campaign has creative that addresses behavior and expectation. This campaign was also adopted by the County Commissioners. Word has used the campaign, as has Canyon Lake. A sister campaign was developed for Canyon Lake Love Your Lake. Love your River materials are cooperatively produced in the WORD district with cooperative business partnerships that WORD has developed over the last few years. This campaign is ever changing according to new requirements. Utilization on river ways has been used from time to time.

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21 Fulfillment/Brochures A Water Recreation Brochure with river and lake rules was cooperatively developed with WORD, City River Manager, and CVB. Pad maps of the rivers were a partner piece to the Water Recreation Brochure. River Rules posters are delivered annually to River Outfitters, Grocery and Convenient Stores throughout Comal County. WORD has also created a fishing brochure as well.

22 Love Your River Education Opportunities Park Entrances Establishes Expectations Outfitters Interpretive Kiosks Outfitter Shuttles River Access/Exit Points Interpretive Kiosks Riverbank Locations Reinforce Expected Behavior Under Bridges Educate about rapids, exits On all partner web sites

23 Consider that every recommendation that becomes part of the river management program is a marketing message. The majority of the visiting public makes no distinction between the rivers, Schlitterbahn, or Canyon Lake. The public interprets information as applying to all. Demographic information of the last 3 years of ticketed offenses would refine the market specific messages as an integral part of a marketing strategy.

24 If we do not hang together, we will all hang separately. Benjamin Franklin ( ) American statesman, scientist and philosopher.