STEUBEN COUNTY 2019 BUDGET REQUEST

Transcription

1 STEUBEN COUNTY 2019 BUDGET REQUEST July 9, 2018

2 The mission of Finger Lakes Wine Country Tourism Marketing Association is to establish Finger Lakes Wine Country as the top-of-mind brand. Revised by FLWC Board of Directors May 10, 2018

3 A strong tourism industry adds depth to a community, making it a more desirable place to live and work. A unified branding initiative backed by an integrated marketing and communications strategy attracts tourists to the Finger Lakes region. The brand Finger Lakes Wine Country speaks to the many facets of the destination. Critical mass affords opportunity, and collectively, the area has a diverse product offering. The organization has developed a long-term program marketing of the region as a vacation destination. The integrated marketing program is further enhanced through investments by our regional partners.

4 FLWC has developed an integrated program of marketing and communications strategies that reinforce the brand across multiple channels: Advertising Media relations Annual travel magazine Website Mobile app campaigns Social media Seasonal promotions Our target market: Women, 35-54, with a household income of $100,000+, living within a 6-hour drive of the destination, with an interest in travel and wine (determined by research and is supported by industry trends)

5 The region s only full color, editorial-driven, custompublished travel magazine is released during the first quarter of each year with focused distribution in our target markets and direct to consumers.

6 Editorial Emphasis Make your Finger Lakes vacation your own Agritourism 150,000 copies printed Focus distribution in our strategic markets that align with our advertising buy and media relations programs Strong call-to-action to visit FingerLakesWineCountry.com for more specific information on the region Compelling, in-depth editorial features and side-bars Inquiries forwarded to FLWC partners on a weekly basis

7 Scranton Philadelphia New York City Northern New Jersey Harrisburg PAID SEARCH DIGITAL BANNER ADS April December Strategic markets: All markets Demo-targeted June October Geo- and behavioral-targeting Strategic markets: All markets SOCIAL VIDEO June - September Videos on YouTube & Facebook Strategic markets: All markets SPECIAL PROJECTS Data Match targeting (June September) TripAdvisor (June September) Strategic markets: All markets

8 WEBSITE Approximately half a million unique visitors to Responsive design to meet all device platforms E-MARKETING Consumer-targeted, opt-in database of more than 50,000 individuals SOCIAL MEDIA Facebook 72.4K followers Twitter 10.4K followers Instagram 7.2K followers MOBILE TECHNOLOGY FLWC free mobile app, launched in 2010, updated in 2013 and ,000+ downloads to date

9 WEBSITE All county tourism-related businesses receive free website listing Featured county event listings on website homepage Opportunity to be featured on or supply guest posts for FLWC Blog E-MARKETING Consumer-targeted, opt-in database of more than 42,000 individuals Logo with link in footer SOCIAL MEDIA Opportunity to be featured in social media posts Facebook, Twitter, Instagram, YouTube, FLWC Blog, Pinterest MOBILE TECHNOLOGY FLWC mobile app updated in 2018 with added functionality Free mobile app listing for all tourism-related businesses in County Featured event listings on FLWC mobile app

10 MEDIA INFLUENCERS Opportunity to attend media events with access to attendee lists Opportunity to distribute news to custom influencer list Opportunity for TPA representative(s) to meet with visiting media MEDIA ROOM Opportunity to have tourism-related press releases posted in the FLWC media room Branded folder in FLWC digital image library for media sourcing TRAVEL MAGAZINE Highlighted businesses in mapping section Editorial content features TPA discounts on advertising Advertising available only to businesses located within the county MARKETING ACTIVITIES Photo shoot/video production $500 match Consumer show participation opportunities Strategic counsel and support to assist the annual county tourism marketing program

11 Word of Mouth = Social Media 84% of visitors to the region are repeat visitors. 45% of respondents have visited the region more than five times. 63% of travelers are influenced by opinions expressed on social media. The top referral source for travel information is word of mouth, which includes recommendations from family and friends, online travel reviews, and internet searches. Finger Lakes Wine Country focuses their attention on marketing the region to digital influencers, travel bloggers, and online content creators to let them tell our story to their audiences.

12 TBEX (Travel Blogger Exchange) is the largest gathering of travel media, bloggers, and influencers around the world. TBEX events reached more than 1 BILLION travel consumers in The 2018 TBEX North America conference will take place September in Finger Lakes Wine Country. 700 digital influencers and travel specialists will attend programs at the Corning Museum of Glass to learn from top industry professionals and to share their stories of our region to their audiences.

13 UTILIZE Utilize proven market research to drive all marketing efforts EMPHASIZE Emphasize relationships with digital influencers INCREASE Increase exposure to older millennial and Canadian markets MAINTAIN Maintain strategic media plan of integrating web, video, and social media in our target markets to drive tourism CONTINUE Continue to build upon a solid media relations program DEVELOP Develop enhanced web, mobile, and social media strategies with refreshed look and feel CULTIVATE Cultivate partnerships with private and public sector

14 In 2018, FLWC received $105,000 in annual funding from Steuben County, which is the same investment amount received since o o o Steuben County s direct investment represents approximately 10% of FLWC s 2018 budget. Corning Enterprises matches this funding dollar-for-dollar, doubling Steuben County s investment, which equates to 20% of FLWC s 2018 budget. With Steuben County s annual funding, tourism businesses within Steuben County are eligible to be private funders of the organization. FLWC has attractions, accommodations, and wineries from Steuben County funding the organization through annual partnerships and cooperative advertising programs, generating additional revenue to be used toward FLWC s integrated marketing program. For 2019, Finger Lakes Wine Country is requesting $115,000 in annual funding from Steuben County, an increase of 9.5%

15 We genuinely appreciate your time and thoughtful consideration of our funding request for 2019 Please feel free to contact us should you have any questions regarding Finger Lakes Wine Country Tourism Marketing Association, Inc. Laury Ellen Poland, FLWC President Betsey Hale, FLWC Board Chair President, Three Rivers Development Corporation G. Thomas Tranter, FLWC Board Vice-Chair President, Corning Enterprises

16 11:50 AM 09/12/17 Accrual Basis Finger Lakes Wine Country 2018 Final Budget Jan - Dec 17 Jan - Dec 18 Ordinary Income/Expense Income Public Funders Chemung County 65, , Schuyler County 60, , Steuben County 105, , Yates County 67, , Tioga County 40, , Total Public Funders 337, , Private Funders Corning Enterprises 300, , Wine Trails, Hotels & Wineries 307, , Total Private Funders 607, , Cooperative Partners Packages 14, , Consumer Shows 5, , Total Cooperative Partners 19, , Other Income Misc. Income Credit Card Cash Back 1, , Interest Income Special Programs County Equity ( Buy-in ) 40, Website Advertising 7, , Total Other Income 48, , Total Income 1,011, , Gross Profit 1,011, , Expense Personnel Salaries Salaries - Administrative 68, , Salaries - Marketing Programs 158, , Salaries - Bonus Pool , Total Salaries 226, , Benefits & ER Taxes ER Soc Sec 14, , ER Medicare 3, , ER Fed Unemployment ER State Unemployment 2, , ER All Other PR Liabilities Disability Insurance Insurance Stipend 1, , Health Insurance Premiums 22, , Life Insurance 2, , Retirement Plan 22, , Workers Compensation 1, , Total Benefits & ER Taxes 69, , Total Personnel 295, , Office Expenses Professional Development 1, , Association Memberships 1, , Cleaning Services & Supplies 2, , Page 1 of 2

17 11:50 AM 09/12/17 Accrual Basis Newspapers & Magazines Internet Service 2, , Insurance 4, , Telephone - Landline & Mobile 7, , IT Support & Equipment 3, , Office Supplies 4, , Postage Postage Machine 1, , Banking Fees Web Site Registrar Total Office Expenses 28, , Travel Mileage 6, , Meetings & Entertainment 6, , Conference Travel 3, , Total Travel 15, , Professional Fees Accountant Fees 24, , Legal Fees Administration Fees 1, , Total Professional Fees 26, , Web & Web Site Hosting / Trending 41, , Web & Mobile App Enhancements 7, , / Social Media Software 4, , Total Web & 52, , Planned Media Print 5, , Digital Marketing 278, , Total Planned Media 283, , Fulfillment Postage & Shipping 20, , Magazine Freight 7, , Brochure Distribution 24, , Total Fulfillment 51, , Production Video 4, , Radio 1, , Travel Magazine 35, , Photography 6, , Banners 1, , Production Printing 1, , Graphic Design 1, , Total Production 49, , Research Contract Fees 62, , Total Research 62, , DCI & PR Activities Media Relations 141, , Total DCI & PR Activities 141, , Tradeshow Participation Registration & Exhibiting Fees 7, , Total Tradeshow Participation 7, , Total Expense 1,011, , Net Ordinary Income Net Income Page 2 of 2