JOHN DAY RIVER TERRITORY TOURISM MARKETING & COMMUNICATIONS

Transcription

1 JOHN DAY RIVER TERRITORY TOURISM MARKETING & COMMUNICATIONS

2 WELCOME Name Organization Share a marketing activity that you are most focused on.

3 PREVIOUS WORKSHOPS + OUTCOMES

4 TODAY S AGENDA 1:00 Welcome & Introductions 1:15 Marketing & Communications Industry Overview 2:00 The Consumer Mindset and Visitor Lifecycle Management 2:30 The Role of Partners and Cooperative tourism 2:45 How Does Marketing Fit In? 3:00 Where to Focus Your Marketing Efforts 3:20 Connecting with Regional and State Resources 4:00 Project Discussion & Prioritization 4:30 Adjourn

5 BREAK

6 WHAT WE KNOW ABOUT VISITORS

7 MARKETING OBJECTIVES Continue to engage consumers in the Oregon brand Breakthrough market clutter by focusing our messages Engage in conversations with consumers who identify with the Oregon mindset Leverage fans of Oregon

8 TARGET ACTIVE ADVENTURER Traveled 2+ times domestically in last 12 months for vacation exclusively They participated in 1+ of the listed leisure activities in the last 12 months They participate in any of the listed sports Ideal vacation is full of activities, exercise, dining and sightseeing and they tend to avoid guided and/or group tours LEISURE ACTIVITIES Attended an art gallery Went to the beach Dined Out Camped Overnight SPORTS Mountain Biking Canoeing / Kayaking White Water Rafting Skiing / Snowboarding Surfing / Winder surfing Hiking / Backpacking Golf

9 TARGET MARKETS SEATTLE PORTLAND SAN FRANCISCO PHOENIX

10 .75 White boarder. Total live area = 8.5 w x 6 h All information to live within this border/frame. See page guides. No effects or shadows. VISITOR LIFECYCLE MANAGEMENT

11 THE VLM VISION STATEMENT GUIDE OREGON ADVENTURERS THROUGH EACH STEP OF THEIR TRAVEL LIFECYCLE BY SEAMLESSLY PROVIDING THEM WITH RELEVANT ASPIRATIONAL AND TIMELY CONTENT BASED ON THEIR TRAVEL PREFERENCES, RESULTING IN AN UNFORGETTABLE OREGON EXPERIENCE

12 TRAVELER DECISION MAKING PROCESS EXPLORER SEES INSPIRING CONTENT PR, Advertising Co-op Content Promotions Featured Stories TRIP PLANNING AND RESEARCH Research Destinations and Lodging Discover Activities Compare Prices PURCHASE Book Flights Book Hotel Book Activities EXPERIENCE Welcome Centers Transportation Maps SHARE Social Media TO, RDMO, DMO, Business Channels

13 THE VLM PATH Inspire Repeat Plan Share Book Trip

14 THE VLM PATH Inspire Repeat Share Consumer Mindset: Wow! This area of Oregon looks amazing! I need to find out more. Let s go. Plan Book Trip

15 THE VLM PATH Inspire Repeat Share Consumer Mindset: Time to research. What are those special experiences that will make this trip unforgettable? Plan Book Trip

16 THE VLM PATH Inspire Repeat Consumer Mindset: I m ready to book my trip. Plan Share Book Trip

17 THE VLM PATH Inspire Repeat Consumer Mindset: Plan This place is amazing. Oregonians are so friendly! Now that I'm here I want to know what the locals think the best spots are. Share Book Trip

18 THE VLM PATH Inspire Repeat Consumer Mindset: How s this for a Starry night? #easternoregon #desert #traveloregon Plan Share Book Trip

19 THE VLM PATH Inspire Repeat Consumer Mindset: Plan Let s go again! I want to try rafting this time. Share Book Trip

20 TABLE DISCUSSION: THE ACTIVE ADVENTURER

21 KEY PLAYERS IN THE VISITOR LIFECYCLE

22 OREGON S 7 TOURISM REGIONS (RDMOS) GREATER PORTLAND MT HOOD COLUMBIA RIVER GORGE COAST WILLAMETTE VALLEY CENTRAL EASTERN SOUTHERN

23 WHAT IS AN RDMO? REGIONAL DESTINATION MANAGEMENT ORGANIZATION

24 WHAT IS A DMO? DESTINATION MARKETING ORGANIZATION

25 RESOURCES John Day River Territory Tourism Committee Mid-Columbia Economic Development District (MCEDD) Condon Chamber of Commerce Travel Oregon Eastern Oregon Visitors Association

26 THE VLM PATH Inspire Repeat Share Key Players: Travel Oregon RDMOs. Wieden + Kennedy Sparkloft MEDIAmerica Plan Book Trip

27 THE VLM PATH Inspire Repeat Key Players: Plan Share Travel Oregon RDMOs. DMOs Online Travel Agents (OTAs ) Sparkloft MEDIAmerica Book Trip

28 THE VLM PATH Inspire Repeat Key Players: Plan Businesses Online Travel Agents (OTAs ) Travel Partners (Alaska Airlines) Lodging Tour Operators Share Book Trip

29 THE VLM PATH Inspire Repeat Share Key Players: Businesses Welcome Centers Chambers of Commerce Visitor Convention Bureaus Guides and Operators Lodging Plan Book Trip

30 THE VLM PATH Inspire Repeat Key Players: Active Adventurer Travel Oregon RDMO Businesses Plan Share Book Trip

31 THE VLM PATH Inspire Repeat Share Key Players: Travel Oregon RDMO DMO Wieden + Kennedy Sparkloft MEDIAmerica Plan Book Trip

32 TRAVELER DECISION MAKING PROCESS EXPLORER SEES INSPIRING CONTENT PR, Advertising Co-op Content Promotions Featured Stories TRIP PLANNING AND RESEARCH Research Destinations and Lodging Discover Activities Compare Prices PURCHASE Book Flights Book Hotel Book Activities EXPERIENCE Welcome Centers Transportation Maps SHARE Social Media TO, RDMO, DMO, Business Channels

33 TRAVELER DECISION MAKING PROCESS BRAND CAMPAIGN You Might Like Oregon REGIONAL CO-OP (EOVA) Stories and Premium Content featuring Charleston WHERE WE DIRECT ADVENTURER TO.com, OTAs, Businesses

34 BREAK

35 HOW MARKETING FITS IN

36 COMMITTED GROUPS: UNFOCUSED

37 COMMITTED GROUPS: FOCUSED

38 MARKETING EFFORTS: UNFOCUSED

39 MARKETING EFFORTS: FOCUSED

40 COOPERATIVE TOURISM TRAVEL OREGON Inspire people to choose Oregon for a vacation Provide high quality, relevant planning information EASTERN OREGON VISITORS ASSOCIATION Motivate and inspire people to choose YOUR part of Oregon JOHN DAY RIVER TERRITORY Work with local business and individuals to choose YOUR business or destination

41 HOW MARKETING FITS IN Inspire Rpeat Plan Share Book Trip

42 HOW MARKETING FITS IN Inspire Plan Trip research on TO.com Listings and digital content Itineraries

43 HOW MARKETING FITS IN Inspire Plan Book Hotel and Airline booking websites Rentals Guide and tour packages

44 HOW MARKETING FITS IN Inspire Plan Book Trip Visitors Centers Maps and Guides Mobile Friendly Websites Customer Service

45 HOW MARKETING FITS IN Inspire Plan Share Book Trip Word of mouth referrals Instagram, FB, TW, Snapchat

46 HOW MARKETING FITS IN Repeat Inspire Plan Share Book Trip Continue the conversation Advertising PR Consumer shows Events Travel Oregon Enewsletter

47 VLM KEY PERFORMANCE INDICATORS Inspire Plan Book Trip Share Repeat Website Traffic Time on Site Outbound Clicks TO Hashtag Usage Social Engagement Subscribers Social Following Pages Per Session Repeat Traffic Subscribers Consumer Inquiries

48 .75 White boarder. Total live area = 8.5 w x 6 h All information to live within this border/frame. See page guides. No effects or shadows. FINDING FOCUS

49 THE BUSINESS PATH Inspire Trip Plan Book

50 THE BUSINESS PATH

51 THE DMO PATH Inspire Trip Plan Book

52 THE DMO PATH

53 MATCHING RESOURCES

54 INDUSTRY.TRAVELOREGON.COM

55 CAMPAIGN TOOLKITS ASSETS INCLUDE: Brand style guide Photography and videos Premium Content (gifs, 360 videos) Media flighting, Social and PR plans

56 CREATING STRONG LISTINGS

57 THE ORB IS POWERED BY EVERYONE. The Orb allows DMOs and statewide trade associations to easily maintain and update content such as attractions, lodging, photos, deals and event listings. The platform is powered by opensource software and allows tourism partners to push and pull content from each other. Currently, the Orb is open only to local DMOs and regional DMOs, as well as certain statewide groups, such as the Oregon Wine Board, to upload their industry related items.

58 WE STRIVE TO PROVIDE TRAVELERS WITH A VIEW OF ALL THERE IS TO SEE AND DO IN A PARTCIULAR CITY OR REGION IN OREGON, WHILE SHARING THE INFORMATION THEY NEED TO PLAN THEIR TRIP. WHEN POSSIBLE, TRAVEL OREGON WORKS WITH TRUSTED 3 RD PARTIES TO VET CONTENT (E.G. ORLA, OREGON WINE BOARD, R/DMOs, ETC.). WE ENCOURAGE PARTNERS TO COMPLY WITH STATE PERMITTING AND LICENSING REQUIREMENTS.

59 CONTENT AVAILABLE IN THE ORB INCLUDES: Attractions Deals Events Food & Drink Breweries Cideries Distilleries Restaurants Wineries Other Culinary (e.g. artisan producers, coffee & tea, culinary experiences, farmer's markets, foraging, seafood, etc.) Guides Lodgings*

60 INDUSTRY.TRAVELOREGON.COM/ORB INDUSTRY.TRAVELOREGON.COM/LODGING WEBSITE: ORB.TRAVELOREGON.COM

61 TRAVEL OREGON GLOBAL SALES RESEARCH & PRODUCTS EDUCATION BRAND USA TRADESHOWS FAM TOURS CONTRACTORS

62 TOOLS, TIPS, AND TAKEAWAYS Next Webinar: Reputation Management with Trip Advisor Designed to share expertise and best practices on digital marketing strategies. Geared toward smaller, independent businesses in the hospitality industry and cover topics such as productivity tools, analytics, social media, and online reputation management.

63 OREGON S CUSTOMER SERVICE TRAINING PROGRAM Travel Oregon and the Oregon Restaurant & Lodging Association Education Foundation have partnered with the American Hotel & Lodging Educational Institute (AHLEI) to bring the Oregon travel and tourism industry an accredited and internationally recognized customer service training program, Oregon Guest Service Gold

64 WE SPEAK OREGON PROGRAM local residents with expertise make presentations to staff from local businesses about activities in the region. Businesses that complete the program get a local FAQ sheet for reference and a decal to post in their windows. Toolkits are available at Industry.traveloregon.com

65 TOURISM RESOURCES IN THE REGION

66 BREAK

67 AFTERNOON ACTIVITY: MOVING YOUR IDEAS FORWARD PART 1: THE ROLE OF YOUR BUSINESS Book Trip WHAT CAN YOU DO TO MAKE THIS A GREAT EXPERIENCE FOR A VISITOR? WHAT MARKETING OPPORTUNITIES WILL YOU USE TO DO THIS? WHEN WILL YOU COMPLETE THIS GOAL?

68 AFTERNOON ACTIVITY: MOVING YOUR IDEAS FORWARD PART 1: THE ROLE OF YOUR SUBREGION Plan Book WHAT RESOURCES CAN A BUSINESS / ATTRACTION / EVENT EMPLOY TO BETTER CONNECT THEIR CONTENT WITH THE REGION? HOW WILL THIS CONTENT FLOW THROUGH THE REGIONAL AND LOCAL DESTINATION MARKETING ORGANIZATIONS AND TRAVEL OREGON? WHO DO YOU NEED TO CONNECT WITH IN ORDER TO ACCOMPLISH THIS?

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