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Strategic Marketing Plan Templatefor the Northeast Kingdom

Prepared for NVDA

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The majority of the Burke Area marketing planning process can be applied to other communities in the Northeast Kingdom and to their stakeholders. The Strategic Marketing Plan needs to apply to both the Destination Marketing Organization and its stakeholders.

The majority of the Burke Area marketing planning process can be applied to other communities in the Northeast Kingdom and to their stakeholders. The Strategic Marketing Plan needs to apply to both the Destination Marketing Organization and its stakeholders.

Visitor Research should be conducted to collect critical marketing information that can be used in the marketing planning. An online survey, based on the Burke survey design and customized with community input, should be employed.

Visitor Research should be conducted to collect critical marketing information that can be used in the marketing planning. An online survey, based on the Burke survey design and customized with community input, should be employed.

Strategic Marketing Plan Template

Visitor ResearchVisitor Research

Strategic Marketing Plan

Strategic Marketing Plan

Destination-Specific Goals

and Objectives

Destination-Specific Goals

and Objectives

WeaknessesStrengths

Opportunities Threats

Competitive Analysis

Competitive Analysis

Marketing Variables

(Destination and/or

Stakeholders)

Marketing Variables

(Destination and/or

Stakeholders)

Funding Opportunities

Funding Opportunities

Destination Positioning /

Identity

Destination Positioning /

Identity

Stakeholder Pricing &

Invent. Mgmt.

Stakeholder Pricing &

Invent. Mgmt.

Marketing Mix (Spending

Allocations)

Marketing Mix (Spending

Allocations)

Product & Visitor

Experience

Product & Visitor

Experience

Distribution Channels

Distribution Channels

Target Audience(s)

Target Audience(s)

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Visitor Research

Role of Visitor Research in Future Studies

Visitor Research should precede and guide the development of a Strategic Marketing Plan developed for the balance of the Northeast Kingdom or for any other region within it. This research should:

Identify and quantify the area’s demand generators, overall and by visitor segment

Develop a demographic profile of visitors to the region

Identify community strengths, weaknesses, opportunities and threats

Identify the competitive set(s)

Measure visitor satisfaction levels and the likelihood to recommend the area to others (loyalty), and identify perceptions about the area

Test alternative positioning strategies

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Visitor Research (cont.)

Research Methodology

The research methodology should closely mirror that used in the Burke Area study. Online surveying should be conducted using visitor and guest email lists obtained from participating stakeholders (hotels, inns, condo owners…etc.); this is the most cost effective way to conduct the research.

The online survey format used in the Burke Area study should be replicated, with the survey customized for the region involved.

Execution of Research

The research can be executed in at least three ways:

By a local or regional research company that finalizes and fields the survey

By Guest Research, Inc. using its proprietary software for survey design and online Management Report System

By having Guest Research, Inc. adapt the Burke Area survey, but have the community field it using a third party provider (e.g., Survey Monkey, Zoomerang, etc.)

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Strategic Marketing Plan

A Critical Partnership Between the Destination Marketing Organization (“DMO”) and its Stakeholders

With any tourism destination – large or small – effective marketing of the destination requires a close partnership between the Destination Marketing Organization and its stakeholders. This is particularly critical in the Northeast Kingdom because of a number of factors, including its location and the lack of large stakeholders with large marketing budgets to market the destination. Without the support of the stakeholders, the DMO will not be effective.

In order to attract more visitors and strengthen tourism as an economic driver, it is important to increase the destination’s “share of voice”, increase its awareness and enhance its relevance to its target audiences. Most individual stakeholders are small, have limited marketing funds and focus on promoting their own businesses. Properly funded, the DMO is best suited to market the destination overall and be the caretaker of the brand.

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Strategic Marketing Plan (cont.)

There are many areas in which the DMO can assist the stakeholders, in particular, the lodging properties. These apply to any other areas of the Kingdom.

Responsibilities

Stakeholders Opportunities DMO Opportunities to Assist

High guest satisfaction/loyalty Support with hospitality training

Expand distribution Support with destination website internet connectivity

Increase reservations sales effectiveness Support with sales skills training

Enhance pricing & revenue management Provide pricing & revenue management training and STR hotel data

New demand generators Develop & coordinate special events/festivals

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Strategic Marketing Plan (cont.)

Destination Marketing Priorities for the DMO

The destination marketing priorities recommended for the BATTC apply to any other area within the Kingdom or to the Kingdom overall. These include the following in support of the destination:

Website and Search Engine Optimization

Email marketing

Social media (including Facebook, Twitter, YouTube, etc.)

Publicity

Pay-per-click advertising (as appropriate)

Work with the community to create a new promotional event

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Strategic Marketing Plan (cont.)

Funding Opportunities

The various funding opportunities discussed in the Burke Area plan apply to the balance of the Northeast Kingdom. These funding opportunities include:

State and local government allocations

Grants (can be good in the short-term, but often not sustainable)

Vermont Local Option Tax on rooms and restaurant meals

Tourism Improvement Districts

Voluntary Tourism Assessment Fees

Ideally the destination marketing organization would be the Northeast Kingdom. It has name recognition, clearer borders and the potential for greater funding.