LEON COUNTY DIVISION OF TOURISM DEVELOPMENT MARKETING COMMUNICATIONS DEPARTMENT SALES PLAN

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1 LEON COUNTY DIVISION OF TOURISM DEVELOPMENT MARKETING COMMUNICATIONS DEPARTMENT SALES PLAN Prepared By: Lauren Pace, Director of Marketing Communications GOAL: Attain 120 story placements annually (10 per month) to specific audience segments in key feeder markets, emphasizing Tallahassee s appeal as a preferred destination for: African American Heritage Arts and Culture History and Heritage Outdoor and Nature activities Participatory Sports Small Meetings & Conferences STRATEGIES: Achieve year-round destination exposure through monthly media placements to specific audience segments in national, regional, community and niche magazines, newspapers and blogs in targeted DMAs. Targeted DMAs include, but are not limited to: (in-state) Miami-Ft. Lauderdale, Ft. Myers-Naples, Gainesville, Jacksonville, Orlando-Daytona Beach-Melbourne, Panama City-Destin, Pensacola-Mobile, Tampa-St. Petersburg, Sarasota, (out-of-state) Albany, Atlanta, Birmingham, New York City, Washington DC Maximize exposure for events, festivals and promotions through media placements and the division s owned media. Create more opportunities for journalists to experience the destination first-hand, which results in greater media placements and the opportunity for staff and industry to build relationships for future stories. This is accomplished by inviting journalists for visits for either a customized individual media visit or as part of group media tour. Our goal is hosting nearly 60 journalist; 6 8 participating in each media tour and two individual visits per month. 1

2 Expand media database and personal contacts by networking with journalists at events such as Travel Blogger Exchange, Public Relations Society of America (PRSA) Travel & Tourism Conference, Travel Media Showcase and VISIT FLORIDA Media Missions. Create and maintain a media database (staff writers, bloggers, freelance writers, etc.) that specialize in specific audience segments for use and a reference in assisting partner PR programs. Communicate with these journalists year-round about new developments, partner updates, seasonal campaigns and/or promotions and upcoming media tours. Implement seasonal promotions and vacation sweepstakes that achieve exposure for the destination and participating partners in key DMAs. Coordinate radio and television interviews/appearances that gain exposure for division marketing activities, seasonal marketing campaigns and local partners. Develop sales/promotional collateral for staff use during sales calls, trade, consumer and sports shows and local opportunities. Evaluate and recommend co-op advertising programs based on audience segments, geographic targets and industry input. GOAL: Expand destination exposure to specific audience segments through owned media and events. STRATEGIES: Owned Media Websites: VisitTallahassee.com, Trailahassee.com, CapitalCityAmphitheater.com Social Media Platforms: Facebook, Twitter, Instagram, Pinterest, YouTube Publications: Visitor Guide, Meeting & Event Planner s Guide Newsletters: Local Industry, Consumer and Sales-Related Events: Annual Marketing Rollout National Tourism Week Division sponsored or supported special events Create content -- feature stories, events and blogs and information about seasonal promotions for owned media. Take integrated approach by sharing content across all 2

3 channels. Ensure the websites are a trusted source for destination information by providing relevant and quality information. Use social media for generating additional traffic to VisitTallahassee.com, Trailahassee.com and CapitalCityAmphitheater.com by sharing editorial content a minimum of three times per week directing followers to one of the websites. Improve and expand content on website including images, events and partner listings. Create and adhere to integrated editorial calendar ensuring content on all websites is current and showcases the destination and upcoming events. Utilize the industry newsletter for communicating timely information, statistics, upcoming events, partnership opportunities and division activities. Utilize the consumer and sales-related newsletters for communicating timely content and available resources. Collaborate with area partners and ensure information is updated across owned media and leverage for public relations exposure. Work with the Zimmerman Agency in refining strategies for each social media platform Facebook, Twitter, Instagram, Pinterest and YouTube focusing on identified audience segments and using these channels for inspiring followers, increasing the intent to visit and providing partners with more exposure to larger audiences. Educate residents and industry on division activities and the value of tourism to our local economy through annual events such as the Marketing Rollout, National Tourism Week and on-going coverage in the local media. Revise and update visitor guide, meeting planner guide and tear-off map. GOAL: Educate residents about area offerings, events and tourism promotions. Coordinate the distribution of press releases to the local media with Leon County Community and Media Relations (CMR). These releases highlight a variety of topics ranging from division activities and accomplishments to concerts, festivals and seasonal promotions. Provide information for inclusion in the Leon County Links, the county s monthly ad that appears in the Tallahassee Democrat 3

4 Maintain relationships with local media and offer story ideas and coordinate interviews when appropriate to educate residents about division activities and seasonal campaigns, special events, etc. Collaborate with contractor booking amphitheater concerts on local marketing activities for individual concerts that include distribution of flyers, TV and radio promotions and appearances, listings on regional calendars, etc. Coordinate social media messaging with other entities, including county departments and industry partners to gain additional exposure. 4

5 FY 2017 Budget Summary Marketing FY FY Other Contractual Services $ 2,500 Other Contractual Services $ 9,000 Travel & Per Diem 26,700 Travel & Per Diem 26,500 Postage - Postage - Rental & Leases - Rental & Leases - Printing & Binding 5,400 Printing & Binding 5,400 Promotional Activities - Promotional Activities - TDC Merchandise - TDC Merchandise - TDC Direct Sales & Promotions TDC Community Relations 8,095 7,000 TDC Direct Sales & Promotions 8,592 TDC Community Relations 7,000 Other Current Charges 4,000 Other Current Charges - Uniforms - Uniforms - Publications, Memberships 10,638 Publications, Memberships 13,343 Training 3,000 Training 3,000 Sponsorships & Contributions - Sponsorships & Contributions - Sub-total Operating 67,333 Sub-total Operating 72,835 Industry Participation - Industry Participation - Notes/Comments: Total Budget $67,333 Total Budget $72,835 5

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