domestic team 2013-2014 marketing plan
DESCRIPTION
Domestic Team 2013-2014 Marketing Plan. Courtesy of Gordon Tarpley via Flickr. Domestic Strategies. Increase brand awareness through a series of coordinated marketing campaigns Use search engine marketing to convert leads and inquiries into room nights - PowerPoint PPT PresentationTRANSCRIPT
DOMESTIC STRATEGIES
• Increase brand awareness through a series of coordinated marketing campaigns
• Use search engine marketing to convert leads
and inquiries into room nights
• Promote travel to the destination during slower visitation periods
• Market the destination to new groups of travelers
• Encourage visitors to increase their activities and length of stay through in-market advertising
• Highlight Osceola County’s vacation home rentals
TARGET MARKET & VISITOR OVERVIEW
Average HHI: $100,000+
Top origin markets:• Florida, New York, Georgia, Pennsylvania,
Michigan, Ohio, Illinois and Texas
Types of travelers:• Multigenerational
• Emphasis placed on Hispanic travelers to complement International’s efforts in the Puerto Rican and Latin American markets
• Families and couples with and without children• Emphasis placed on Gen Y couples without
children and Empty Nesters• Student groups• Active and veteran military visitors
2013 – 2014 FISCAL CALENDAR
OCT NOV DEC JAN FEB MAR APR MAY JUN JULY AUG SEPT
Holiday
Kissimmee Rocks
Miss the Crowds!
Fall Campaign
Additional Activities/Programs:• SEM/SEO• In-Market Publications• Visit Florida Advertising• Visit Orlando Advertising• Social Media• Mobile App
• Hispanic Campaign• DOKM Follow Up• Vacation Home Ad Campaign• i.seeKissimmee• Kissimmee Insight 2.0• Groups & Military Leisure
Off Peak
Off Peak
Off Peak
National campaign to raise awareness of Kissimmee, and keep the area top-of-mind when planning vacations
Write and record a tune representing Kissimmee
The winner and their guests will get to tour Kissimmee like never before with an all access VIP trip!
Industry partners will be encouraged to help create a compelling prize that includes airfare, accommodations, theme park tickets with behind the scenes access, limo transportation, etc.
Timeline:
VOTINGPROMOTION
SUBMISSION TIMING
DOMESTIC BRAND AWARENESSKISSIMMEE ROCKS!
*Brand Awareness and Social Media support will last during entire campaign.
Goals: Brand awarenessGain consumer data for remarketing purposesEngage the consumer via social media
Measurable Goals: 1,000 video submissions125,000 unique website views5% increase in YouTube video viewsIncrease social media followers/fans/likesIncrease intent to travel to the destination5,000 email opt ins
DOMESTIC BRAND AWARENESSKISSIMMEE ROCKS!
FALL CAMPAIGN
• Encourage September/October visitation • Emphasis placed on Gen Y couples without children
• Partner with OTAs and Industry Partners to offer a “Book 3 nights, get the 4th night free!” deal
• Encourage travel to the destination during this time to reunite and recreate old vacation memories. Campaign ties in a vintage theme with the current trend of recreating old photos. “Show us your recreated photos for a chance to win $10,000 shopping spree!”
Timeline:
THROWBACK REUNION
VOTINGPROMOTIO
NSUBMISSION
TIMING
Intent to Travel
*Brand Awareness and Social Media support will last during entire campaign.
FALL CAMPAIGN
Goals: • Encourage visitation during off-peak season, and
increase the destination’s brand awareness• Increase number of Instagram followers resulting in
higher brand awareness• Target new generation of travelers (Gen Y)
THROWBACK REUNION
Measurable Goals:• 1,000 total Instagram followers• 70,000 room nights• 50,000 visits to specialized awareness-
building page on EK website
HOLIDAY CAMPAIGNPIN IT TO WIN IT
HOLIDAY CAMPAIGNPROMOTIO
NPIN TO WIN
Intent to Travel
• Encourage visitation during the off-peak time between Thanksgiving and the week before Christmas
• Raise awareness of the destination, holiday events, activities, and Industry Partner offers
• Sweepstakes element offers a “Pin it to Win it” component to further promote destination and activities
• Winners receive an industry partner prize pack complete with a $500 Visa Gift Card (1 per week for 4 weeks)
Timeline:
*Brand Awareness and Social Media support will last during entire campaign.
HOLIDAY CAMPAIGN
Goals:• Encourage visitation during off-peak season• Increase the destination’s brand awareness• Broaden social media presence – Pinterest
Measurable Goals:• Increase Pinterest followers to 2,500 total• 50,000 room nights • 100,000 website visits• 28,000 outbound partner clicks• 16,000 outbound lodging partner clicks
Users are in line with target market1: • Annual HHI is 100k+• 62.8% of users are women• 67.4% are aged 25 – 54• 50% have kids
Source: Very Pinteresting
PIN IT TO WIN IT
IN-MARKET PUBLICATIONS
• Target visitors already in the area
• By advertising the wide range of activities available, EK will encourage visitors to take advantage during their current trip, extend their stay, or book an additional trip in the future
IN MARKET ADS & AREA GUIDE
Goal: • Increase the number of activities
participated in during visits• Encourage repeat visitation
Measurable Goal:• 20,000 room nights
MOBILE APP
Experience Kissimmee? There’s an app for that!
• Develop and launch a mobile app to promote the destination, as well as the numerous dining options, attractions, and accommodations made available by Industry Partners
• Measurable Goal: • 50,000 downloads
Key Features: • Allows users to track which
locations have visited wherever locations are displayed
• Users view their current location, receive live directions, and display locations closest to them
• Social media integration• Custom reporting using full
integration with Google Analytics
6 out of 10 mobile users are now downloading travel apps – approx. 160 million users in the US alone!1
Source: Tnooz Travel Tech
In The Now!
VISIT FLORIDA ADVERTISING
• Partner with Visit Florida to promote the destination and encourage travelers planning trips in Florida to visit Kissimmee
• Multiple mediums ensure we reach a variety of travelers
• Advertising co-ops with Industry Partners• Print, website
advertising, custom email and custom triggered emails
• Measurable Goal: • 16,000 room
nights
VISIT ORLANDO ADVERTISING
• To promote brand awareness and shift share in the market, EK will become a partner with Visit Orlando
• Partnering will allow us to gain a presence in their Official Visitors Guide and on their website
Official Visitors Guide• Annual distribution: 800,000
*Visit Orlando also offers a digital version on their website
Online global consumer rate card• Sections: Home, Places
to Stay, Things to Do, Plan Your Trip
SUN ‘N FUN
2014 marks the 40th Anniversary!
200,000 people attend during the week, and many of them fly into the Kissimmee Airport and bring their families
• Launch an online advertising campaign to encourage visitors coming to the event to stay in Osceola County
• Coordinate with Industry Partners to offer discounts to guests attending the event
• Discounts will be featured on an EK landing page
LAKELAND, FL
ADDITIONAL ACTIVITIES
Decade of Kissimmee Memories • EK will continue the momentum of the contest by
extending brand awareness efforts into 2013 – 2014
Vacation Rental Ad Campaign• EK will launch three campaigns during 2013 – 2014
to promote vacation rental properties and encourage visitors to book stays
Kissimmee Airport Partnership• Agreement provides for the development of print
and Internet advertising aimed at potential visitors utilizing the Kissimmee Gateway Airport
DOMESTIC LEISURE
SEM/SEO
Goal:• Drive traffic to EK website to help increase total
room nights
Measurable goals:• Room Nights: 400,000• Website Visits: 1,280,000• Outbound Partner Clicks: 400,000• Outbound Lodging Clicks: 220,000
SEM/SEO brand awareness efforts:
• Keyword targeting• Organic optimization• Inbound link acquisition• Paid search media
WEB-BASED PROGRAMS
Reformat i.seeKissimmee Online Blog:• Transition website from www.iseeKissimmee.com to
www.experiencekissimmee.com/blog in order to take advantage of SEM/SEO strategies
• Refocus bloggers with a higher number of followers that will generate better content
• Change format to quality instead of quantity for blog posts• Require less posts per visit, but more content per post• Coordinate with EK staff for guest blog posts
Revamp Kissimmee Insight:• Focus more on Kissimmee as a destination
• Coordinate with EK staff to host, as opposed to hiring talent• Feature more impromptu, less scripted videos
• Produce videos in house• Faster turner around time• Feature more episodes per year
SOCIAL MEDIA ADVERTISING
• EK will continue social media advertising in order to gain and maintain awareness of Kissimmee, increase fans, and drive traffic to experiencekissimmee.com
• Maintaining an engaged and vibrant fan base allows us to leverage social media fans to support programs
• Goals: • Engage fans and raise awareness of
Kissimmee
• Measurable Goals: • Facebook: 660,000 likes• Twitter: 15,000 fans
TRIP ADVISOR
• Sponsor Trip Advisor landing page to promote the destination.
• Visitors have a direct link to key information• Accommodations, activities social media, area guide, etc
2012 Results: • 49,597 page views/month• 38,352 unique visitors/month
*Projecting growth in 2013
• However, unless ads are tied to a campaign, traffic is organic.
• For 2013 – 2014, EK will launch an online ad campaign to drive traffic to the page
OTA CO-OPS
• EK will partner with OTAs to further promote the destination and increase production for lodging partners
• Increase Kissimmee product offered through local and in-Country tour operators
• Increase awareness of the Kissimmee destination through targeted media activities
• Increase awareness of the Kissimmee destination through targeted social media outreach in Latin American Markets
International Strategies
2013 – 2014 FISCAL CALENDAR
OCT NOV DEC JAN FEB MAR APR MAY JUN JULY AUG SEPT
Canadian Consumer Program
UK Consumer Program
Brazil Program
Colombia & Mexico Program
Additional Programs:• Meet the Orange• Destination Travel Agents Training Academies • Tour Operator Co-op’s
Efforts for All Key International Markets
• Trade Awareness Programs Kissimmee Breakfast with the Local Tour Operators Local Sales Calls Receptive Tour Operators December Reception with Receptive Tour Operators Experience Kissimmee Travel Agent Trainings Two (2) trade shows
International Pow Wow April/2014 – Chicago Hotelbeds Workshop
• Cooperative marketing initiatives with travel trade Hotelbeds Expedia Tourico
• Media Awareness Program
Super Media FAM - September/2014Osceola Lakes (airboats, canoeing, Kayaking and variety of accommodations camping, RV, home and hotel)
United Kingdom
• Consumer Awareness Program Targeted advertising campaign during
peak travel planning time (December to February)
• Trade/Media Programs
Two (2) familiarization tours Two (2) trade shows (IP Participation) 1 sales/media mission (IP participation)
• Cooperative Marketing Initiatives with travel trade
TravelMole e-blast (IP participation) Travel2 Academy(online destination
training) UK and Ireland Airline
• Consumer Awareness programs Each country will have a dedicated advertising budget to
support social media initiatives, promotions, blogger outreach to generate consumer engagement and destination awareness
• Trade/Media Programs Trade familiarization trips Trade Shows and Sales Missions
• New initiatives Cooperative advertising campaigns with Travel Trade Brazil: Hotelbeds and CVC Colombia : Tourico and Price Travel Mexico : Hotelbeds and Best Day Travel
• New Markets Puerto Rico Chile
Brazil Colombia Mexico
• Consumer Awareness Program Winter Targeted advertisement campaign “Meet-the-Orange “Buzz Generating events
• Trade/Media Participation Four (4) trade shows in country by VOX Operators and Media Fams One Sales Mission (industry Partners participation)
• Ten(10) joint Marketing initiatives with Key TO’s, OTA’s and Airlines
Sunwing Airlines Red Tag/Total Vacation Thomas Cook Canada Air Canada Vacations Jaunt.ca/Targetvacations.ca Alio Tours Itravel 2000 Air Canada Travelocity.ca Transat Holidays
• Familiarization trip with new initiative “Off the beaten track”
Canada
• Consumer Awareness Program Three(3) “Meet-the-Orange “ Buzz Generating Events
• Trade/Media Programs Three(3) Tour Operators Fams Three(3) Trade Shows by Rep Firm Two Sales Mission (with Industry partners)
• Ten(10) joint Marketing initiatives with Key TO’s,OTA’s and Airlines
Tui Belgium American Vacations Travel Trend Euram Atlantic dream Vacations Thomas Cook Belgium Go America/Aireka Wings and Wheels USA Travel Jan Doets America
Northern Europe -Benelux and the Scandinavian Countries