Strategic Planning Retreat Summary Explore Minnesota. June 13, 2017 Coraggio Group coraggiogroup.com

Transcription

1 Strategic Planning Retreat Summary Explore Minnesota June 13, 2017 Coraggio Group coraggiogroup.com

2 The Star of the North 2027 In 2027 Minnesota, will be a globally known destination, that through environmental preservation and expanding marketing efforts has established itself as a premiere outdoor and recreational tourist destination that leverages its cultural heritage and diversity to create accessible, authentic and signature experiences for all visitors. 2

3 Purposeful Evolution: Our strategic decisions must Support and benefit the economy of Minnesota Be authentic to the state of Minnesota and on brand Be regionally equitable Be innovative, progressive and responsive Strategy is about making choices and trade offs. It s about deliberately choosing to be different. -Michael Porter Be inclusive and diverse Be evidence based and non-partisan 3

4 Long-term Needs The best time to plant a tree was twenty years ago. The next best time is now. Chinese Proverb 1) Sustainable Tourism: $410 Tourism is key to Minnesota and natural assets are important to our industry. In order to sustain a viable tourism industry for the future, it is imperative to protect the natural assets that make Minnesota unique and attractive. TOP LONG-TERM NEEDS 2) Consumer Marketing: $290 The industry turns to Explore Minnesota for marketing the state. Innovative, differentiated, and inclusive marketing campaigns and strategies are necessary to attract visitors, both domestic and international. This is even more important now given the amount of competitor states in the area with similar offerings. 3/4) Global Awareness: $150 International travel is growing and they are looking for new destinations. Minnesota can t get ahead until it has international awareness. 3/4) Political Support: $150 Political support is necessary to drive tourism in Minnesota, as government controls funding. It is increasingly important to provide education on the economic impact of tourism, and advocate for policies that will allow Explore Minnesota and the travel and tourism industry of Minnesota to be successful. 4

5 Long-term Needs The best time to plant a tree was twenty years ago. The next best time is now. Chinese Proverb 5) Workforce Needs: $60 Tourism is a service driven industry and the industry is on the verge of an employee shortage. TOP LONG-TERM NEEDS 6) Infrastructure and Transportation: $50 Tied 7) Industry Engagement: $20 The world is modernizing quickly and Minnesota needs easy and accessible ways to travel around the state. Explore Minnesota is asked to be a positive resource and partner to all industry partners Tied 7) Leadership: $20 Leadership is need to help invest in the future of tourism through increased training and planning. Tied 7) Product Development: $20 Minnesota could benefit from expanding tourism products (events, trail networks). 5

6 Top Strategic Priorities You cant be everything to everyone if you decide to go north, you can t go south at the same time Unknown STRATEGIC PRIORITY POSSIBLE METRICS 1) Creative Advertising: $350 Increased ROI Conversion Incremental Trips Competitor Comparison Brand/State Awareness & Perception Consumer Engagement TOP STRATEGIC PRIORITIES 2) Drive Economic Vitality: $150 Sales Tax Revenue 3) Increase Brand Awareness/Clarity and Broaden Consumer Reach: $140 Social Engagement Media Impressions Visitors Conversion Revenue Brand Recognition Image Popularity Tied 4) Increase Traveler Engagement: $120 Visitor Spending Sales Tax Revenues Landing Page Traffic Digital Impressions Social Engagement Buzz Benchmark Survey Co-op Participation Tied 4) Increase Stakeholder Collaboration & Education:$120 Stakeholder Engagement Communication Accomplishmen ts With Stakeholders Outreach Levels Elected Official Meetings Satisfaction Levels 6

7 Other Strategic Priorities You cant be everything to everyone if you decide to go north, you can t go south at the same time Unknown OTHER STRATEGIC PRIORITIES STRATEGIC PRIORITY POSSIBLE METRICS Ensuring First-class Customer Service: $50 Repeat Visitation Training Enhance Regional Equity to up Political Support: $50 Bipartisan Support Identify and Advocate for Infrastructure and Transportation Needs: $20 Legislative Support Industry Relations Research: $20 Public/Private Spend Support Implementation of Environmental Policy:$20 Partner/Coalition/ Organization Participation Stakeholder Survey Results Industry Satisfaction 7

8 Challenges and Opportunities Opportunities Challenges 8

9 Strategic Questions: Strategic questions our strategic plan needs to address are Travel makes a wise man better. - Thomas Fuller How are we maximizing large events? What will be promoted? How do we stay on the cutting edge, yet maintain flexibility and nimbleness in consumer marketing? How do we share these best practices with members? How do we implement sustainable tourism strategies and partner and engage with constituents to preserve our natural environment? How do we set ourselves apart from other states and communicate what makes Minnesota unique? What are the benchmarks and ROI we are trying to achieve? Are we setting ambitious enough, yet attainable, goals? 9

10 Strategic Questions: Strategic questions our strategic plan needs to address are Travel makes a wise man better. - Thomas Fuller How do we leverage partnerships and trade alliances (public and private) to maximize ROI for everyone and address long-term needs? How do we better engage, educate and listen to stakeholders/members from every region, and represent them equally? How do we obtain, and best use, the resources needed to implement our goals? How do we cultivate an industry leading workforce, attract youth to the industry? How do we build tourism leadership for the future? 10

11 Dream Big: What if Minnesota were the first destination to To accomplish great things, we must not only act, but also dream; not only plan, but also believe. - Anatole France Create purple snow in honor of Prince and the Vikings Provide all expense paid trips to two people from every state, or to everyone in the world Create a traveling circus/experience of our lakes, First Ave and the north shore Change Minnesota to ExploreMN.com Have roundtrip routes to every country Create multi-county waterway systems Provide free transportation All renewable energy Sell Minnesota trips on Amazon 11

12 Parting Shots: Keep this in mind as you develop the strategic plan Don t be afraid to try new things! Be bold, have fun and think big, especially in marketing! Progress is about taking risks and not being afraid to fail, so go for it. Just keep budget in mind. Coexist and collaborate with other industries. They might have insights and it s important to learn from others. Just don t forget to talk about the value you bring also. In order to be relevant, you have to be adaptive. Things change fast. Tell the story of Minnesota but don t let regional equity handcuff campaigns. Also, keep in mind we are not your target audience Keep doing GREAT work!! 12

13 The Next Two Years Are About Pushing ourselves to the next level Bold consumer marketing! Building on our success Leadership, Partnerships, Growth Education and growth Leading a successful Minnesota 13

14 We look forward to supporting your next big leap forward.