longview convention and visitors bureau 2015...

Longview Convention and Visitors Bureau

2015 Marketing Plan

Facilitated and Prepared by:

May 2015

MARKETING OVERVIEW

1

Goal • To promote Longview to visitors so that they can create their life’s

adventures by enjoying our authentic experiences, including outdoor

activities, our museum district, and our flavorful culture.

• Longview – EMBRACE your Real East Texas Adventure. LIVE your

dream!

2

Evaluation Metrics • Visitor guide requests & downloads

– Baseline = 22,718 – Increase by X%

• E-newsletter subscriptions – Baseline = – Increase by X%

• Website sessions – Baseline = 118,719 – Increase by X%

• Mobile website sessions – Baseline = 0 – Increase by X%

• Social media – Facebook Baseline = 2,652

• Increase by 25%

– Twitter Baseline = 1,876 • Increase by 15%

– Instagram Baseline = 275 • Increase by 25%

• Small groups serviced – Baseline = 31 – Increase by X%

• Sales leads – Baseline = 0 – Increase by 15%

• Meetings/conventions booked – Baseline = 8 – Increase by 10%

• Convention bids received – Baseline = 10 – Increase by 20%

• Media leads – Baseline = 0 – Increase by X%

• Supported press trips/FAM tours – Baseline = 0 – Increase by 2

• Hotel nights sold – Baseline = 503,814 – Increase by X%

• Visitor Center guests – Baseline = 1,754 – Increase by X%

• Hotel occupancy tax collections – Baseline = $1,813,836 – Increase by 3%

• Visitor spending – Baseline = $195.6 million – Increase by 5%

• Retail sales tax – Baseline = $143.5 million – Increase by 5%

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Situation Analysis National Travel Trends • ADR and RevPAR were the highest ever recorded

(2014) 1

• US hotel occupancy reached 64.4% in 2014 (increase of 3.6%) 1

• Amenities will be an opportunity to win bookings in 2015 2

• Local exploration is a main motivator for choosing destinations 2

• 32% of travelers plan to spend more in 2015 2

• 74% of accommodations are optimistic about 2015 profitability 2

• (1) STR, Inc. • (2) TripAdvisor Trip Barometer 2015

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Situation Analysis Texas and Piney Woods Region Travel Trends • Non-resident overnight leisure visitation to Texas

continues to grow (2013) 1

• Louisiana is Texas’ largest origin market (2013) 1

• Texans generated 70.5% of person-days to the Piney Wood Region in 2013 2

• The top 3 Texan origin DMAs to the Longview MSA in 2013 were DFW, Houston, and Tyler-Longview 2

• Visitors to the Longview MSA come for leisure (63%) and business (37%)2

• Visitors to the Longview MSA participate in general travel (49.7%), culinary (27.3%), family (23.9%), and culture (18.6%)2

• (1) 2013 Texas Visitor Profile, Office of the Governor

• (2) 2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region

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Situation Analysis

Average

Income Average

Age Percent

Married Percent with

Children

$75k 46.1 71.4% 51.9%

2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region

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Situation Analysis – Longview MSA


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Situation Analysis



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Situation Analysis



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Competitive Analysis - Leisure Longview Tyler Lufkin Nacogdoches Shreveport

# of Rooms1 1,788 2,548 865 920 5,373

Occupancy1 61.0% 62.0% 55.4% 48.9% 57.9%

Travel Spending2

$195.6 million $276.6 million $92 million $61.5 million $542.9 million (parish)

Jobs2 2,094 2,703 1,021 873 4,540

Person-stays3 1.91 million (MSA)

2.75 million (MSA)

n/a 9,500 (Visitor Center only)

1.98 million (incl. Bossier)

Average Visitor Age3

46.1 49.8 n/a 52.5 n/a

Facebook 2,959 likes 2,945 likes 2,149 likes 6,138 likes 25,357

Twitter 1,887 followers 3,390 followers

225 followers 1,670 followers

7,983 followers

Instagram 339 followers 1,071 followers

170 followers 850 followers 1,215 followers

(1) Texas Hotel Performance Report: Year of 2014 and 4th Quarter (2) Dean Runyan Associates, Inc. and the Governor’s Office of Economic Development and Tourism (3) 2013 Texas Tourism Region & MSA Visitor Profile 10

Competitive Analysis - Meetings Longview Beaumont Waco Wichita Falls Abilene

# of Rooms1 1,788 3,145 2,018 2,050 2,936

Occupancy1 61.0% 58.2% 68.8% 59.3% 57.6%

Travel Spending2

$195.6 million $297.2 million $301.2 million

$200.2 million $409.5 million

Jobs2 2,094 3,184 2,992 2,756 3,491


3.19 million (MSA)

3.75 million (MSA)

1.50 million (MSA)

3.50 million (MSA)

Convention Center Space4

40,000 ft.2 41,300 ft.2 144,000 ft.2 57,137 ft.2 130,000 ft.2

Total Meeting Space4

98,538 ft.2 187,000 ft.2 383,587 ft.2 175,564 ft.2 350,000 ft.2

Facebook 2,959 likes 11,340 likes 22,905 likes 7,244 likes 17,448 likes

Twitter 1,887 followers

3,495 followers

1,294 followers


Instagram 339 followers 973 followers n/a 516 followers 1,323 followers

(1) Texas Hotel Performance Report: Year of 2014 and 4th Quarter (2) Dean Runyan Associates, Inc. and the Governor’s Office of Economic Development and Tourism (3) 2013 Texas Tourism Region & MSA Visitor Profile (4) 2014-2015 Texas Tour and Meeting Guide, tacvb.org, wacoheartoftexas.com

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Competitive Analysis - Meetings Longview Amarillo Odessa Midland Tyler

# of Rooms1 1,788 5,700 3,124 3,554 2,548

Occupancy1 61.0% 63.2% 78.1% 85.2% 62.0%

Travel Spending2

$195.6 million $876.1 million $439.0 million $516.6 million

$276.6 million

Jobs2 2,094 8,082 3,172 3,781 2,703


4.51 million (MSA)

0.86 million (MSA)

1.48 million (MSA)

2.75 million (MSA)

Convention Center Space4

40,000 ft.2

300,000 ft.2 99,200 ft.2 97,267 ft.2 35,000 ft.2

Total Meeting Space4

98,538 ft.2

367,000 ft.2 198,267 ft.2 185,000 ft.2 230,000 ft.2

Facebook 2,959 likes 30,014 likes 1,134 likes 4,140 likes 2,945 likes

Twitter 1,887 followers

1,498 followers


3,390 followers

Instagram 339 followers 235 followers 38 followers n/a 1,071 followers

(1) Texas Hotel Performance Report: Year of 2014 and 4th Quarter (2) Dean Runyan Associates, Inc. and the Governor’s Office of Economic Development and Tourism (3) 2013 Texas Tourism Region & MSA Visitor Profile (4) 2014-2015 Texas Tour and Meeting Guide, tacvb.org, wacoheartoftexas.com

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KEY ACCOMPLISHMENTS

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$195.6 MILLION IN ANNUAL VISITOR SPENDING

2,094 TOURISM SUPPORTED JOBS

$11.3 MILLION IN STATE AND LOCAL TAXES GENERATED BY TOURISM

1.91 MILLION VISITORS ANNUALLY

ECONOMIC IMPACT Added a first-class Visitor Center in the CVB building

Began promoting Bear Creek Smokehouse (shopping venue)

Number of wineries is growing

S.E. Belcher Jr. Performance Center provides fine arts entertainment

Longview World of Wonders set to open Fall 2015

Discover Longview Hospitality Tour

Added an online shopping cart

Festivals and Events Guide NEW!

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MARKETING STRATEGY

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Brand

Longview is amidst the surprising beauty of East Texas and embodies the values and

character of the region so visitors feel connected and at home.

North Star Destination Strategies 16

Core Brand Elements

Am

ateur Sp

orts

Festivals & Even

ts

Ou

tdo

or R

ecreation

Family R

eun

ion

s

Meetin

gs/Co

nven

tion

s

Arts &

Cu

lture

Sho

pp

ing

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MARKETING TACTICS

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Marketing Outreach Tools

Digital Media (web)

Advertising

Direct Marketing

Print Publications

PR/Media Relations

E-mail Marketing

Social Media

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Strategy 1: Ensure Longview’s attractions and events rank highly in search results

Tactics: Work with web designer to identify keywords and other tools to help the

Longview CVB site rank highly in search results (SEO). Ensure mobile site provides easy-to-find information to travelers who are

in-market. Identify ways to effectively advertise online. Enhance and encourage cross-promotion among local attractions. Use the website to tell customers stories that package the core brand

elements.

Digital Media

Strategy 2: Effectively target online advertising

Strategy 3: Enhance (in-market) visitor experience by promoting things to see and do on the mobile site

Strategy 4: Leverage Yelp! and TripAdvisor to showcase the area

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Strategy 1: Target ads/messages to the audience of each publication or media

Tactics: Evaluate ads so that they correlate with publication and the event (i.e.,

have responsive collateral material) . Evaluate web information to correlate with ad information. Ensure Longview cooperative ads with Texas Tourism are relevant to

external markets. Create cooperative ad opportunities for Longview partners. Continue using intern opportunities with area universities. Develop mechanisms to obtain data and utilize the information gathered

from LHTA about visitor origins and reasons for visit.

Advertising

Strategy 2: Ensure compatibility with State cooperative advertising

Strategy 3: Target ads to feeder markets

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Advertising

Strategy 4: Deploy cooperative advertising efforts

Strategy 5: Analyze advertising data

Strategy 6: Explore traditional advertising opportunities for increased exposure

Strategy 7: Focus messaging to emphasize core brand elements

Tactics: Create cooperative ad opportunities for Longview partners. Explore intern opportunities with LeTourneau University. Develop mechanisms to obtain data and utilize the information gathered

from LHTA about visitor origins and reasons for visit.

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Strategy 1: Create partnerships to jointly promote the region

Tactics: Continue and enhance existing regional partnerships with NETTC as well

as Texas Forest Trail and Team Texas. Create a strong partnership with Tyler CVB. Pursue a partnership with Leadership Longview to recruit proven and

active community volunteers for trade shows and TxDOT travel shows to represent both the CVB and their own businesses/interests.

Pursue efficient and best practices for direct mail marketing in the CVB industry.

Identify best practices, selling points, proposals and marketing efforts for the SMERF side of the small meetings market.

Identify leads in competitor cities and complete a SWAT assessment; follow up accordingly.

Direct Marketing

Strategy 2: Involve volunteers in trade shows to represent niche markets

Strategy 3: Explore improvements to direct mail marketing

Strategy 4: Enhance the small meetings market by adding focus to SMERF

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Strategy 1: Expand itineraries to include core brand elements

Tactics: Create 1-day and 2-day itineraries that focus on core brand elements for

targeted visitors. Include these itineraries in both printed and web-based publications.

Send selected staff to design workshops or other related training on a regular basis to ensure the Longview CVB’s publications always look fresh and current.

Print Publications

Strategy 2: Stay aware of design and content trends

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Strategy 1: Develop a series of press releases to emphasize core brand elements and annual events

Tactics: Develop a rough template of press releases for upcoming events,

capturing the core brand elements. Secure subscription to the Texas Media Directory Develop a list of media aligned with core brand elements. Send out media advisories to targeted media Include social media links on all press releases. Schedule press releases according to event calendar. Reach out to tourism partners for press releases, then review to ensure

they incorporate core brand elements. Review the publications currently used by the CVB. Focus on feeder

markets, targeted audiences, and identify the most appropriate publications.

PR/Media Relations

Strategy 2: Explore publications for opportunities to place content

Strategy 3: Investigate new publications that align with Longview’s brand

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Strategy 4: Explore TV show opportunities (Daytripper, etc.)

Tactics: Contact The Daytripper and other travel shows to explore filming

opportunities in Longview. Ensure communication with all tourism partners and key businesses

about media, TV, and filming opportunities. Ensure the Texas Film Commission has an accurate and up-to-date file on

Longview for film and commercial shoots. Identify influential bloggers that represent core brand elements. Engage in ongoing communication with bloggers to build relationships. Solicit individual bloggers and blogger groups for press trips or FAM

tours.

PR/Media Relations

Strategy 5: Maximize film and filming opportunities

Strategy 6: Host some press and/or blogger tours

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Strategy 1: Explore solutions to being labeled as SPAM

Tactics: Develop e-newsletter specifically for visitors and potential visitors to

Longview with a clear call to action. Target email blasts to the specific interests of consumers, ensuring they

adhere to the core brand elements. Include social media links. Leverage key promotions like sweepstakes, etc. Create meaningful, shareable content. Change the name of the subject line to something catchy. Ensure adherence to FCC regulations. Focus on the streamlined social outlets for sharing content. Create an email list for conducting business in Longview. Contact TACVB and/or other CVBs about potential vendors and types of

service available for Email and texting programs.

Email Marketing

Strategy 3: Explore Email/texting service options

Strategy 2: Ensure Email content focuses on core brand elements

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Strategy 1: Coordinate and streamline social media posting

Tactics: Ensure there are at least two admins on each channel. Create and post engaging content twice a day. Make use of great photography. Share posts from local attractions and tag them in CVB posts. Ask members and partners to “like” CVB channels and share CVB posts. Aggressively promote local events, especially during peak times. Encourage the use of Longview hashtags (#visitlongview, #longviewtx) Exploit ambassadors and volunteers. Boost posts, especially when there is a big to increase overnight stays. Coordinate with social media from other regional CVBs.

Social Media

Strategy 2: Encourage user engagement

Strategy 3: Make better use of user-generated content

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Strategy 4: Explore opportunities for social promotions/contests

Tactics: Tie in to seasonal events, holidays, and other special occasions to create

opportunities for social promotions or contests. Identify local/regional Instagram influencers. Determine goals of an Instagram account takeover (i.e., engagement,

account growth, etc.). Solicit participation in an Instagram account takeover from among

Instagram influencer group. Contact fine arts department and hobby clubs at LeTourneau University

to encourage user-generated content.

Social Media

Strategy 5: Explore Instagram account takeover

Strategy 6: Utilize students as photo content providers

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CVB ACTIVITIES

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• Texas Travel Counselors’ Show • Texas Travel Industry Fair • AARP Conventions (2) • TxDOT Study Group Tour • Dallas Travel & Adventure Show • Albuquerque Balloon Fest • State Fair of Texas • American Bus Association • Katy Home & Garden Show • Fort Worth Home & Garden Show • National Tourism Association Conference • National Tourism Week Activities • Small Market Meetings Conference • Meeting Planners International – TX Education Conference • Great Texas Balloon Race Economic Impact Study • TAAF Winter Youth Basketball Tournament Economic Impact Study

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CVB CONTACTS

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BOARD OF DIRECTORS

James Barron J&J Barron Enterprises LLC

Ken Cunningham, Chairman Good Shepherd Health System Inc.

Keith Honey, Vice Chairman AEP Southwester Electric Power Company

Ron Hutchison, Vice Chairman Network IP / Network Advanced Telecom, LLP

Brett Lindig, Vice Chairman SYSCO Food Services of East Texas, LLC

Wade Johnson, Chairman Elect Johnson & Pace Incorporated

Roy Eon, Chairman of Finances Texas Bank and Trust Company

Richard Manley, Elected Official Appointment R Manley Enterprises

Becky Simpson, Elected Official Appointment Becky Simpson

Brad Tidwell, Past Chairman Citizens National Bank – Downtown

Kara Bolster STEMCO

Pat Britton Eastman Chemical Company, Texas Operations

David Hayes Hayes RV Center

Jim Kendrick Longview Regional Medical Center

Sam Neale AAON Coil Products Inc.

Dana Parr Copeland Insurance Group

John Ray Lively Cadillac GMC

Ron Sones LeTourneau University

Tim Vaughn TVaughn Builders LLC

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LONGVIEW CVB STAFF

Kelly Hall President / CEO

Suzanne Brown Business Advocacy / Communications

Ryan Polk Tourism Director

Elaine Reynolds Vice President of Event Operations

Paul Anderson Senior Vice President

Lisa Monivais Membership Services

DeCedric Williams Projects and Events Assistant

Carrie Fisher Director of First Impressions

Shalee Faircloth Intern

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WEBSITE PREVIEW

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