MARKETING COMMUNICATIONS DEPARTMENT PLAN

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1 MARKETING COMMUNICATIONS DEPARTMENT PLAN Prepared By: Lauren Shoaf Pace, Director of Marketing Communications PUBLIC RELATIONS GOAL: Increase destination exposure by 10% to 165 story placements in print, broadcast and online media exposure to specific audience segments in top producing markets. In collaboration with the Zimmerman Agency, develop and implement a plan for reaching specific audience segments including, but not limited to: History & Heritage, Visual & Performing Arts, Outdoors & Nature, Science & Discovery and Cuisine & Couture. Track and analyze destination exposure in top markets, which include: Tampa, St. Petersburg/Clearwater, Orlando, Miami, Jacksonville, West Palm Beach, Pensacola, Fort Myers, Naples, Gainesville, Panama City, Valdosta and Atlanta. The analysis for destination coverage will include: Geographic audience targeted Positioning and prominence of story Tone and/or story type Shared or sole feature of destination Photographs and visuals Web site link and/or contact information included Integration of social networks and video for digital coverage Quality of reader comments Utilize earned media efforts for achieving destination exposure in at least three emerging markets. Based on proximity and existing website traffic, the best prospects include: Dothan, Montgomery, Birmingham, Charlotte, Dallas, Houston, Chicago and New York. Utilize targeted internet-based outlets and take advantage of the latest digital trends for distribution of travel information. 1

2 Feature new local attractions and visitor amenities, such as Cascades Park, the developments on Gaines Street and Trailahassee.com. Through the Zimmerman Agency, regularly distribute newsworthy press releases and feature stories that draw local and national attention to our destination. These will include quarterly features about upcoming major events, promotions and semi-annual releases focusing on new developments in the destination. Participate in at least two VISIT FLORIDA media missions and/or receptions in applicable domestic markets and explore opportunities in emerging markets. Collaborate with the Sales Department to identify, develop and implement integrated marketing efforts in emerging markets. Discuss collaborative efforts with other tourism marketing organizations to more effectively/efficiently promote the region and increase exposure. Potential partners include: Wakulla TDC, Jefferson County TDC, Franklin County TDC, Gadsden County TDC and/or Thomasville (GA) CVB. GOAL: Increase the number of site visits by 25% to 25 travel, print, online and broadcast journalists from key markets. Focus on media outlets that reach specific geographic audiences and/or special interest segments. Invite high-value travel media from national publications, travel/lifestyle publications and popular travel bloggers from key markets to make individual visits to our area throughout the year. In collaboration with the Zimmerman Agency, conduct two themed press trips for travel writers one showcasing focusing on area s new developments. Work with other departments in finding the most appropriate avenues to promote our area s assets during trade shows, sales calls and/or media missions. Assist other departments in developing collateral and appropriate messaging for use in individual sales calls and at trade shows. 2

3 GOAL: Promote Visit Tallahassee s efforts and the value of tourism to Tallahassee/Leon County residents. Create and distribute the bi-monthly Visit Tallahassee E-Newsletter to area media, local industry partners and community leaders, informing them of the ongoing projects, sales efforts and marketing updates (pertaining to advertising, web/social and PR). Maintain a local media presence, achieving 25 news stories, through newspaper and magazine interviews as well as radio and television programming. Maximize exposure for newsworthy events, festivals and promotions through Visit Tallahassee owned media channels. Coordinate the annual industry marketing roll-out event to announce the new fiscal year marketing plan goals, strategies and co-op opportunities. In the event there is a crisis or natural disaster, distribute appropriate releases and maintain current information on the Visit Tallahassee web site. Through on-going communications and meetings, encourage members of the local tourism industry to optimize/utilize Visit Tallahassee services and marketing resources. CO-OP ADVERTISING GOAL: Maximize partner participation in cooperative marketing programs by offering value and exposure to industry partners. Design cooperative advertising communications that generate inquiries or facilitate bookings. Develop cooperative advertising campaigns that offer cost effective and efficient impact to specific audience segments or media opportunities. Promote the cooperative advertising opportunities to the industry partners via our E- Newsletter and targeted special communications. 3

4 OWNED MEDIA GOAL: Expand destination coverage and reach to specific audience segments through owned media channels. Implement and utilize an editorial calendar to more effectively manage feature stories and promotions on the web site and social media throughout the year. Recruit engaging bloggers to develop content of greatest interest to visitors. The content will focus on: outdoor activities, dining, nightlife, shopping, events/activities and art/culture. Integrate blog posts with social media to gain more exposure/visibility for both sources. Increase engagement among followers on Facebook and Twitter. Review social media analytics regularly to determine how we can maximize our reach and implement new, non-traditional methods of social marketing to gain more exposure. Revise and update copy for the visitors guide and meeting planner guide. Identify needs for new collateral material. Create and/or revise collateral for use in the visitor s center and at trade shows and sales missions. PROMOTIONAL GOAL: Promote four seasonal campaigns to key audience segments in top performing markets through integrated communications plans. Showcase seasonal campaigns and promotions through the Visit Tallahassee web site, press releases and social media channels. Create media barter promotional opportunities and packages to gain additional exposure in key markets. Develop appropriate collateral and sales materials for use by staff during sales calls, trade shows and sales missions to promote seasonal campaigns. 4

5 GOAL: Develop market specific, statewide and regional media barter promotions in key markets that support seasonal campaigns. Identify appropriate media and/or retail partners in target markets that best parallel desired visitor demographics and use trip give-a-ways or other incentives for building exposure for the destination. Secure all components of give-a-way and negotiate visibility for the destination and participating partners hotels, attractions and restaurants. Secure airline and car rental partnerships when applicable. Review and evaluate consumer promotion opportunities from VISIT FLORIDA to determine those most suitable for Visit Tallahassee and local industry partners. Support media barter promotions with destination story placements when possible. Coordinate destination message with media or retail partners to assure accurate and adequate media exposure for Tallahassee and its industry partners. 5

6 FY2014 Budget Summary Marketing and Communications FY FY Other Contractual Services $2, Other Contractual Services $2, Travel & Per Diem 10,928 Travel & Per Diem 10,925 Postage - Postage - Rental & Leases - Rental & Leases - Printing & Binding 5,000 Printing & Binding 5,000 Promotional Activities - Promotional Activities - TDC Merchandise - TDC Merchandise - TDC Direct Sales & Promotions 6,850 TDC Direct Sales & Promotions 6,850 TDC Community Relations 5,500 TDC Community Relations 5,500 Other Current Charges 6,840 Other Current Charges 6,840 Uniforms - Uniforms - Publications, Memberships 10,300 Publications, Memberships 10,300 Training 2,000 Training 2,000 Sponsorships & Contributions - Sponsorships & Contributions - Sub-total Operating $49,918 Sub-total Operating $49,918 Industry Participation - Industry Participation - Total Budget $49, Total Budget $49,918 6

7 FY2013 Travel & Show Budget Marketing Communications Target Show Travel Industry Net Month Event Date(s) Location Market Cost Cost Participation Cost September VISIT FLORDA Governor's Conference on Tourism (2) TBD Orlando Industry Event 720 2,120 2,840 December VISIT FLORDA Marketing Retreat TBD TBD Industry Event 1,200 1,200 February VISIT FLORIDA Media Mission TBD New York Media 940 1,900 2,840 March VISIT FLORIDA Media Mission TBD Chicago Media 600 2,400 3,000 May FADMO Marketing Summit TBD TBD Industry Event Year Around Familiarization Tours/Media Visits TBD Tallahassee Media Total 4,505 10,925-15,430 7

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