2015–2016

Sales & Marketing Plan

TABLE OF CONTENTS Your VCB

2

Mission VCB Factoids Executive Summary

3 4 5

5 Years of Tourism Industry Growth

6

Our Objectives Strategic Objectives

11 12

The Year That Was 13 Tourism Spending 14 Fall Occupancy 16 Lodging Partner RevPAR 17 Results 18 FY2014–15 Successes 19 Tourism Market Observations 25 Visitor Demographic Profile 26 Target Market Performance 28 Competitive Market Performance 31 The Road Ahead Looking Forward 3 Primary Segments FY2015–16 Planning

35 36 42 52

Staff Directory

59

your vcb

3

The Lee County Visitor & Convention Bureau (VCB) serves the broader interests of the economy of Lee County by acting as a marketing, sales, and services organization. Our mission is multifaceted:

• Promote our destination globally



• Support tourism industry development



• Assist with preserving and protecting the area’s unique attributes



• Activate the community in support of tourism

By identifying and showcasing what makes the area special and different from all other sun and sand destinations, VCB sales, marketing, media relations, and visitor services work together to deliver distinct and meaningful messaging to the traveling public to inspire and convince them to choose Lee County as their destination for vacation, meetings, and group events.

sales & marketing plan

MISSION

4

sales & marketing plan

VCB FACTOIDS • Lead marketing and promotional agency for visitation to Lee County and its 10 geographic regions. • Branded as The Beaches of Fort Myers & Sanibel. • Funded by the 5% tourist tax on short-term accommodations, commonly known as the bed tax. • 32 full-time staff. • Mentorship and management of more than 123 volunteers and local hospitality-focused college interns annually. • 5 off-site sales offices (Northeast; Midwest; Canada; United Kingdom, and Germany). • 5 functional areas – Administration, Communications, Marketing, Sales, and Visitor Services.

5

We’ve closed on another year promoting and servicing our great destination, and it’s been a very good one. Thank you to everyone involved in making Lee County a great place to live, work and, most especially, visit. Some highlights:

• Visitors contributed an estimated $2.87 billion in direct spending to the Lee County economy during 2014, a 3.5% increase over 2013 ($2.77 billion) and 95% of the way to our 2016 goal.



• Shoulder season visitation is at all-time highs. Spring paid accommodations visitation increased 14% YOY while Fall and Winter increased 16% and 6% respectively.



• Protecting and promoting our natural assets is in our DNA and our Brand Promise, which is our commitment to our visitors. From the moment you arrive, you’ll feel connected to the people and unspoiled nature around you. Twenty-three projects totaled $7.4 million in funding for beach and shoreline protection this year.



• This year saw nearly 1,400 Guests First Customer Service Training Program participants and 2,150 Team Tourism event attendees.

sales & marketing plan

EXECUTIVE SUMMARY

6

sales & marketing plan

5 years of tourism industry growth visitor expenditures in total (among all visitors)

$2,706,986,451

$2,717,021,304

$2,768,140,146

$2,865,097,777

$2,468,054,834

CY2010

Source: Davidson-Peterson Associates

CY2011

CY2012

CY2013

CY2014

7

sales & marketing plan

5 years of tourism industry growth total visitation

Domestic

visitors staying in paid accommodations

International

2,703,012 2,358,260 477,334 1,876,664 CY2010

Source: Davidson-Peterson Associates

2,490,201 519,092 1,953,806

CY2011

2,417,343

620,347

533,392

2,072,309

3,015,973 736,131 2,279,842

1,880,010 CY2012

CY2013

CY2014

8

sales & marketing plan

5 years of tourism industry growth jobs for residents*

direct impact of visitor expenditures

39,032 37,495

37,397

37,871

34,903

CY2010

CY2011

CY2012

*Number of employees necessary to produce the direct output purchased with visitor expenditures. Source: Davidson-Peterson Associates

CY2013

CY2014

9

sales & marketing plan

5 years of tourism industry growth Bed-Tax Collection $36,247,331

$24,272,842

CY2010–11

*FYTD August, 2015. Source: Lee County Clerk of Court

$26,512,920

CY2011–12

$28,621,792

CY2012–13

$33,347,860

CY2013–14

CY2014–15*

10

sales & marketing plan

5 years of tourism industry growth Vcb budget

VCB Budget VCB Arts & Attractions Marketing Budget

$325,000 $325,000

$12,632,383

$325,000 $14,099,584

$325,000 $15,606,004

$350,000 $17,273,772

$11,962,533 FY2010–11

FY2011–12

FY2012–13

FY2013–14

FY2014–15

OUR OBJECTIVES

12

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Strategic Objectives This FY2015–16 marketing plan represents the third year that our marketing, sales, and visitor services will be focused on our delivering against the objectives defined in Our Shared Vision for

Tourism 2013–2016 strategic plan. Strategic Plan Measurables:

1. Increase annual tourism spending to $3 billion.



2. Grow fall season visitation by 15%.



3. Support lodging partners in growing RevPAR by 15%.

The year that was…

14

sales & marketing plan

Results:

Tourism spending

Visitors contributed an estimated $2.87 billion in direct spending to the Lee County economy during 2014, a 3.5% increase over 2013 estimated visitor spending ($2.77 billion). About two-thirds of 2014 total direct expenditures came from visitors staying in paid accommodations, amounting to $1.94 billion, a 6.6% increase over 2013.

estimated expenditures

Total Expenditures 5-Year Change: +16.2%

(in billions)

$2.47 $1.48 CY2010

Source: Davidson-Peterson Associates

Paid Accommodations 5-Year Change: +31.1%

$2.71

$2.72

$2.77

$1.72

$1.74

$1.82

CY2011

CY2012

CY2013

$2.87 $1.94

CY2014

15

by Category

2014

YOY % change

food and beverages

$737,024,866

+2.3%

shopping

$739,923,835

+2.6%

lodging accommodations

$640,962,901

+7.9%

ground transportation

$264,003,267

+5.1%

other

$483,182,908

+0.4%

total

$2,865,097,777

+3.5%

Within the 3.5% overall growth, visitor spending has grown most significantly in the lodging and transportation categories.

Source: Davidson-Peterson Associates

sales & marketing plan

Visitor Expenditures

16

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Fall Occupancy on the rise Since 2012

Fall Season visitation is up 12.3% One more year to go to reach goal

10% 8.0%

8.1%

6.0%

6.1%

4.0% 3.9% 2.0% 0.2%

0.0%

% Change

-2.0% -4.0% -6.5%

-6.0% -8.0%

-9.3%

-10% 2008 – 2009

Source: Davidson-Peterson Associates

2009 – 2010

2010 – 2011

2011 – 2012

2012 – 2013

2013 – 2014

17

achieves 15% improvement over 2013 STR data calendar 2014 over calendar 2013 2014 vs 2013

OCCUPANCY

ADR

RevPAR

Lee County, FL

8% (66% vs 61%)

6% ($137 vs $129)

15% ($91 vs $79)

Competitive Set FL

3% (73% vs 70%)

7% ($166 vs $154)

11% ($122 vs $110)

competition Pinellas county, FL manatee county, FL collier county, FL monroe county, FL

miami-dade county, FL broward county, FL palm beach county, FL

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Lodging Partner Revpar

18

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results

FY2014–15 Goal: Increase year-over-year bed-tax revenue by 3.5% Increased visitation and spending growth in lodging has fueled another year of goal-breaking tourist tax collections. As of publication date for this plan, the county has collected $36.2 million.

october 2014–August 2015

$36.2 million

up 13% YOY

9M 8M 7M 6M 5M 4M 3M 2M 1M 0

2014 Oct

2014 Nov

2014 Dec

2015 Jan

2015 Feb

2015 Mar

2015 Apr

2015 May

Thank you to VCB stakeholders, industry partners, county officials and our resident ambassadors for their contributions to our combined success.

Source: Lee County Clerk of Courts

2015 Jun

2015 Jul

2015 Aug

19

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FY2014–15

results Objectives

Source

FY2014–15 Results

Bed Tax

Increase bed tax receipts by 3.5%

Audited Returns

Up 13.2% (FYTD August)

Out-of-State Domestic Visitation

Increase out-of-state domestic visitors in paid accommodations by 1.5% (Reported Quarterly)

Visitor Intercept Survey

Down 1.8%

In-State Visitation

Maintain in-state visitation in paid accommodations. (Reported Quarterly)

Visitor Intercept Survey

Up 29.6%

International Visitation

Increase international visitation in paid accommodations by 2% (Reported Quarterly)

Visitor Intercept Survey

Up 14.4%

Length of Stay

Increase length of stay to 4.8 days

Visitor Intercept Survey

4.49 days, up 3.1%

Visitor Recall

Maintain 25% or higher recall of destination advertising

Visitor Intercept Survey

39%, up 11.4%

Impressions

Deliver 700,000,000 impressions across media

Ad Services

698,638,433

Total Inquiries

Deliver 3,500,000 total inquiry as defined as site visits, rich media interactions and content partnership

Google Analytics / Double Click

11,779,238, up 236%

Total Leads

Deliver 450,000 leads

Google Analytics

385,931

CPM

Maintain an average Cost per Thousand Impressions at or below industry standards ($8)

Contracts

$7.66

Added-Value Placements

Negotiate $1,200,000 in added-value placements

Contracts

$1,300,838, up 8.4%

Facebook Fans

Increase Facebook likes by 125,000

Facebook

131,862 fans gained (exceeded goal by 5.5%)

Twitter Followers

Increase Twitter followers by 5,000

Twitter

9,417 followers gained (exceeded goal by 88.34%)

Instargram Followers

N/A

Instagram

5,157 Followers

Website Referrals

Generate 30,000 social media website referrals to partners

Google Analytics

52,092, up 73.6%

Facebook guidebook requests

Increase to 6% conversion

Google Analytics

3.36%

Facebook eNews Sign Ups

Increase to 5.5% conversion

Google Analytics

6.20%

Twitter guidebook requests

Increase to 4% conversion

Google Analytics

2.25%

Twitter eNews Sign Ups

Increase to 3.5% conversion

Google Analytics

1.77%

Overarching

Paid Media

Social Media

20

sales & marketing plan

FY2014–15

results Objectives

Source

FY2014–15 Results

Average 3 pages viewed per use. This takes into account general and promotional traffic

Google Analytics

2.46

Website Average Pages/Visit Guidebook Conversion

5% of total website visitors request or view guidebook

Google Analytics

1.45%

eNews Sign Ups

Capture 15,000 email opt-ins

Google Analytics

54,406, up 262.7%

Average Visit Duration

Average time spent on site 3:00

Google Analytics

2:15

Lodging Partner Referrals

25% of visits to include a referral to a partner site

Google Analytics

24%

eCRM Website Leads Unique Open Rate

Increase open rate to 23%

Exact Target / Google Analytics 22%

Click-to-Open

Increase click-to-open rate to 23%

Exact Target / Google Analytics 21%

Reader Service Leads Unique Open Rate

Maintain open rate at 16%

Exact Target / Google Analytics 13%

Click-to-Open

Increase click-to-open rate to 16%

Exact Target / Google Analytics 16%

Digital Lead Generation Leads Unique Open Rate

Maintain open rate at 7.5%

Exact Target / Google Analytics 8%

Click-to-Open

Maintain click-to-open rate at 15%

Exact Target / Google Analytics 14%

All Leads Partner Referrals

Maintain partner referrals at 30,000

Exact Target / Google Analytics 28,043

Guidebook Requests

Increase eCRM guidebook requests to 4,500

Exact Target / Google Analytics 4,898, up 8.8%

New Event Development

Expand the IHSF to downtown and increase partner participation and room night generation by 10%

Events/Venues

Increased performances/ attendance by 40%

Event and Attraction Marketing Funding

Strengthen program guidelines and establish benchmarks for measuring effectiveness of media placements and countywide collaborative partnerships by funding recipients

Applications

Increased funding applicants by 8%

Product Development

21

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FY2014–15

results Objectives

Source

FY2014–15 Results

Industry Relations Guests First Training

Conduct 75 Guests First training sessions; 50 students earn CGSP designation Guests First

Conducted 74 training sessions; 128 earned CGSP

Team Tourism Events

Produce 5 events with a total attendance of 2,000

Team Tourism

6 events with 2,150 participants

Award Recognition

Increase award and recognition program nominations by 2%

E-Awards/Chrysalis

Up 2.3%

Tourism Ambassadors

Recruit/train 2 student interns and 15 local residents as volunteer Tourism Ambassadors

Visitor Services

Recruited 1 student and 24 local residents

Media Impressions

Set new measurement to benchmark reach and media impressions

Vocus and any other monitoring services

2,982,488,362

Group and Individual Media FAMS

Increase the number of group and individual media tours hosted

VCB count

64

Media Interview/Desksides (media tours, phone or email interviews, events outside of destination)

Increase the number media engagements

VCB count

55

Leads

Grow qualified sales leads by 3%

VCB count

521 leads produced, up 16.55%

Meeting/Conference Room Nights

Increase room nights for meeting/conference leads by 3%

VCB count

120,714, up 30.88%

Meeting/Conference Conversion

Increase leads converted to contracted/definite busines by 3%

VCB count

122, up 29.78%

FAM Trips

Increase to a minimum of 15 FAM trips annually

VCB count

Conducted 22 FAMs in total, up 46.66%

Client Events

Increase to a minimum of 10 client events in key markets of opportunity

VCB count

Conducted 14 client events, up 40%

Wedding Leads

Increase to a minimum of 200 destination wedding leads annually

VCB count

162

Media Relations

Sales–International & Domestic

22

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Integrated efforts

drive success

As the VCB marketing and sales teams strive to grow the tourism pipeline and bolster our off-season visitation, there have been a number of substantial gains made across disciplines. MARKETING & COMMUNICATIONS Media: Over $3 million in verified, negotiated print savings Inquiries: Increase of 120% YOY PR: Generated over 2.9 billion impressions, up 349% YOY Website: Site traffic up 20% YOY Social: Twitter growth 55% YOY eCRM: Email traffic pageviews up 11%

Source: Davidson-Peterson Associates

39%

Of visitors recall seeing The Beaches of Fort Myers & Sanibel marketing

23

sales & marketing plan

Integrated efforts

drive success SALES Total group leads sent: 521 – a 16% increase YOY Total group bookings: 122 – a 29% increase YOY

Total group room nights: 30,890 – a 24% increase YOY Group Tour and Travel Groups total economic impact: $150,200 – a 240% increase YOY

Total group economic impact in Lee County: $39,022,470 – a 47% increase YOY

24

sales & marketing plan

Integrated efforts

drive success VISITOR SERVICES

Produced 6 Team Tourism events with an outreach to approximately 2,150 guests – a 26% increase YOY. Received 636 Elaine McLaughlin Outstanding Hospitality Service Award nominations – a 3% increase YOY. Participated in 31 Visitor Assistance Program cases involving distressed passengers and visitors. 18 product education site tours were held throughout Lee County, attended by Volunteer Tourism Ambassadors as part of their destination training.

Volunteer Tourism Ambassadors worked 32,028 hours and assisted over 206,000 visitors.

25

Observations

1. Visitor Demographic Profile 2. Target Market Performance 3. Competitive Market Performance

sales & marketing plan

Tourism Market

26

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2014 Visitor Origin – Country Domestic visitation remains dominant. Germany continues to lead international markets. Both Canada and UK show strong growth.

paid accommodations visitors %

VISITOR ESTIMATES

country of origin

2013

2014

2013

2014

% Change

United States

77%

76%

2,072,309

2,279,842

10.0%

Germany

8%

8%

209,199

250,055

19.5%

Canada

5%

6%

139,811

176,059

25.9%

United Kingdom

4%

5%

100,457

139,061

38.4%

Other

6%

5%

170,880

170,956

.04%

Germany Canada United Kingdom

14

12%

12%

12 10

9% 8%

8

7%

7%

6 4 2

5% 3%

7%

5% 3%

1%

0 Winter 2014 Source: Davidson-Peterson Associates

Spring 2014

Summer 2014

Fall 2014

43%

of International visitors were coming for the first time.

27

Visitation patterns change seasonally and our marketing strategy is aligned to support these trends. The west has been a predominately weak market with little marketing support. Midwest and Northeast are our focus. Percentage of domestic visitors staying in paid accommodations from the Northeast increased 12% YOY.

57%

50%

33%

48%

Midwest South Northeast West

45%

12%

23%

23% 2%

20% 2%

17% 2%

Winter 2013

Spring 2013

Summer 2013

55% 13% 20% 3% Winter 2014

Source: Davidson-Peterson Associates

51%

36%

19% 25% 3% Fall 2013

45%

Midwest South Northeast West

33%

26%

24% 2%

29% 3%

23% 6%

Spring 2014

Summer 2014

Fall 2014

22%

summer visitors from the northeast

grew 12% YTD

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Visitor Origin – US Regions

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Website Inquiries by DMA

Market targeting and media weight are showing to have substantial impact on generating consumer awareness and visits to the destination website. Year-over-year changes like this offer encouraging indications that growth in visitation from these markets should continue.

Average Increase from Target DMAs

33%

domestic markets

2013 VISITS

2014 VISITS

% YOY WEBSITE VISIT GROWTH

New York, NY

67,043

82,860

24%

Chicago, IL

42,998

54,988

28%

Boston, MA–Manchester, NH

31,795

44,604

40%

Minneapolis–St. Paul, MN

31,729

42,127

32%

Philadelphia, PA

28,736

40,943

42%

Washington DC (Hagerstown, MD)

24,209

30,943

25%

Atlanta, GA

21,616

28,928

33%

Indianapolis, IN

19,300

21,638

12%

Detroit, MI

18,577

26,655

43%

Cleveland–Akron (Canton), OH

17,176

27,202

58%

Source: Google Analytics

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sales & marketing plan

Visitor Interest

Website Visits by In-state MARKETs Florida markets

2013 VISITS

2014 VISITS

% YOY WEBSITE VISIT GROWTH

Tampa–St. Petersburg (Sarasota), FL

55,588

60,097

8%

Miami-Ft. Lauderdale, FL

52,751

57,398

9%

Orlando-Daytona BeachMelbourne, FL

41,831

51,228

22%

West Palm Beach-Ft. Pierce, FL

20,698

22,124

7%

12%

increase in web visits from in-state markets

Source: Google Analytics: Calendar year 2014 over Calendar year 2013

30

sales & marketing plan

Visitor origin City

Highest performing markets by visitor origination. Seasonal fluctuations in market targeting proved effective, driving visitation. So much so, as the top ten source markets shuffled quite a bit this year. 2014 RANK

2013 RANK

% YOY GROWTH

New York, NY

1

2

7.4%

Chicago, IL

2

1

5.6%

Minneapolis–St Paul, MN

3

6

5.4%

Indianapolis, IN

4

3

5.4%

Boston, MA–Manchester, NH

5

5

4.7%

Detroit, MI

6

4

3.4%

Cleveland–Akron (Canton), OH

7

10

3.0%

Philadelphia, PA

8

7

2.9%

Cincinnati, OH

9

NA

2.7%

Columbus, OH

10

9

2.3%

Minneapolis

Cincinnati

was top market in the Winter, 27th in the Summer.

breaks the top 10 for the first year based on strong Spring and Summer response.

Source: Davidson-Peterson Associates

31

sales & marketing plan

Lodging Product

Performance vs Competitive Set STR data calendar 2014 over calendar 2013 2014 vs 2013

OCCUPANCY

ADR

RevPAR

Lee County, FL

8%

6%

15%

Competitive Set FL

3%

7%

11%

2014 finished strong for lodging providers with more than twice the average for growth in occupancy and Revenue per available room up ˜$12.

STR DATA CALENDAR YTD SEPT. 2015 VS CALENDAR YTD SEPT. 2014 YTD 2015

OCCUPANCY

ADR

RevPAR

Lee County, FL

6%

8%

15%

Competitive Set FL

1%

7%

8%

Through September 2015, all indicators continue to be positive and are still outpacing competition.

competition Pinellas county, FL manatee county, FL collier county, FL monroe county, FL miami-dade county, FL broward county, FL palm beach county, FL

32

sales & marketing plan

Our average visitor Finding and attracting the “next generation” of travelers remains a focus for FY2015–16. 2014 Averages:

Key Observations:



• 52 years of age



• Average age maintains against 2013.



• $106,200 household income



• Incomes decline slightly (-$900)



• 74% married



• 1% fewer couples, 3% less families



• 40% traveling as a couple



• 4% higher first-timers



• 34% traveling as a family



• 14% traveling as a group



• 3 people in travel party



• 28% first-time visitors

SEASON

VALUE

Highest Average Income

Spring 2014

$110,493

Lowest Average Age

Summer 2014

49 Years

Most Families

Spring/Summer 2014

42%

Most First-Timers

Summer 2014

32%

Most Repeaters

Winter 2014

76%

Source: Davidson-Peterson Associates

33

Key Results: Spring 2014: 836,684 visitors in paid accommodations Summer 2014: 48% YOY growth in German visitors Fall 2014: +58% YOY growth with in-state visitors

YOY Seasonal Increases of Visitors Staying in Paid Accommodations

WINTER 2014

SPRING 2014

SUMMER 2014

FALL 2014

+6.2%

+13.9%

+11.1%

+15.8%

VISITOR DISTRIBUTION BY SEASON Domestic Visitors

84%

81%

69%

65%

International Visitors

16%

19%

31%

35%

Florida Visitors*

2%

6%

16%

9%

*Included in Domestic Visitors.

3 Million

Paid Accommodation Visitors up by 11.6% YOY

Source: Davidson-Peterson Associates

sales & marketing plan

Seasonal Visitation Growth

34

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Looking Back:

Performance Observations As visitor demand increased, lodging providers have been able to grow rate and RevPAR at a faster pace than competition. Some of this is due to having held prices low while demand grew in previous years. The percentage of first-time visitors, especially from international markets, is outpacing previous years. Intent to return from these visitors is high. A good sign for future market strength from our loyal core returning visitor. Northeast and Midwestern markets show positive growth in visitor contribution. These results align well with media strategy objectives. Our marketing campaigns are resonating. Increased website visits from markets such as Philadelphia and Boston foreshadow increases in visitation from these metros. Visitation continues to build in shoulder seasons, which is greatly contributing to overall market performance growth.

The road ahead…

36

sales & marketing plan

Looking forward According to the most recent travelhorizonsTM survey conducted during the third quarter of 2015 (August), the overall Traveler Sentiment Index (TSI) now stands at 106, a 5 point decrease over the previous quarter and a 3 point increase over the comparable period last year. Overall, first quarter of 2014 was the first time since March 2007 that the index has been in positive territory. The overall TSI is derived from the following six variables: interest in travel, time for travel, personal finances available for travel, affordability of travel, quality of service, and safety of travel. Any score over 100 in any of these indexes indicates travelers have a positive outlook toward that element. The only indicator still below this mark is affordability.

Traveler Sentiment for those interested in Visiting Lee County is at an all-time high

130 U.S. Adults Interested in Visiting The Beaches of Fort Myers & Sanibel

140 120 100

128 115

113

March 2007 = 100 91

109

101

121

126

103

105

Jul 2014

Oct 2014

128

130

112

111

Feb 2015

Apr 2015

130

106 Positive Negative

80 60 40 20 0

Oct 2013

Feb 2014

Apr 2014

Source: MMGY Global, travelhorizonsTM, Wave III 2015

Jul 2015

37

for Lee County Prospects

Travelers who are interested in visiting The Beaches of Fort Myers & Sanibel are more likely to be planning to take more trips in the second half of 2015 than they took in the first half of the year. U.S. Adults Interested in Visiting The Beaches of Fort Myers & Sanibel

50% 45% 40% 35% 33

30% 25% 20%

21

15%

15 15

10% 5% 0%

More

Fewer

U.S. Adults: Net +6 Interested in Visiting The Beaches of Fort Myers & Sanibel: Net +18

Source: MMGY Global, travelhorizonsTM, Wave III 2015

sales & marketing plan

More vacations in the plans

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sales & marketing plan

EXTREMELY / VERY INTERESTED IN VISITING–BY GENERATION

The Wave III study of traveltorizonsTM runs annually in August. In the 2015 results we observed that interest in visiting Lee County in 2015–16 fall and winter months has increased for Millennials but decreased for Matures. Boomer and Gen X segments show slight, but not significant, decline. The shifts for Millennials and Matures may foreshadow a youth movement with our target audiences. It will be important that our accommodations product be in line with the expectations of this travel segment in order to attract them to the destination and convert them to a repeat visitor.

Wave III 2014 Wave III 2015

70% 60% 50% 40%

45 40

30%

33

30 26 24

20%

25 25

16

10% 0%

25

Millenials

Gen X

Source: MMGY Global, travelhorizonsTM, Wave III 2015

Young Boomers

Older Boomers

Matures

39

sales & marketing plan

More trips

with more spending Compared to the same six months last year, do you expect to take more, fewer or about the same number of leisure or vacation trips in the next six months? Base: Total Respondents Interested in visiting The Beaches of Fort Myers & Sanibel U.S. Adults Interested in Visiting The Beaches of Fort Myers & Sanibel

U.S. Adults Interested in Visiting The Beaches of Fort Myers & Sanibel

50%

50%

45%

45%

40%

40%

35%

35% 33

30%

25%

15 15

15%

10%

10%

5%

5%

0%

More

26

20%

21

15%

40

30%

25% 20%

33% TRAVELING MORE

Fewer

U.S. Adults: Net +6 Interested in Visiting The Beaches of Fort Myers & Sanibel: Net +18 Source: MMGY Global, travelhorizonsTM, Wave III 2015

0%

13

More

11

Less

U.S. Adults: Net +13 Interested in Visiting The Beaches of Fort Myers & Sanibel: Net +29

40%

SPENDING MORE

40

sales & marketing plan

Marketing to a mindset

Though demographics are key components of a defined target audience for marketing, they are not the only method for defining who we should be trying to reach. As we expand our efforts to new markets, and look to solidify visitation from the existing ones, we’ll be formalizing our targeting on some defined segments. Segments defined more by behaviors and interests and less by straight demographics.

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sales & marketing plan

METHODOLOGY In this Portrait of American Travelers® (POAT) report, we specifically analyze more than 400 variables, including travel-related attitudes, behaviors, preferences, social values, lifestyles and media habits of leisure travelers who have identified themselves as interested in visiting Lee County (33% of active leisure travelers). For purposes of positioning Lee County more specifically inline with the interests and behaviors of travelers, we’ve utilized a subset of this group to define three specific target segments who are motivated to travel to beach destinations and enjoy a mix of relevant activities within such destinations.

TOTAL LEISURE TRAVELERS

INTERESTED IN VISITING LEE COUNTY

2,814

922

2015 Portrait of American Travelers

SOURCE The most comprehensive analysis of the emerging travel habits, preferences and intentions of Americans, conducted annually.

• 25th year



• 2,832 respondents



• Conducted February 2015



• $50,000+ annual HH income (810 at $125,000+)



• Active vacationers (took at least one overnight vacation at least 75 miles from home during the past 12 months)



• Data evaluated for persona development consists of POAT subset

Source: MMGY Global, 2015 Portrait of American Travelers®

33%

interested in visiting lee county

25TH ANNIVERSARY EDITION 2015 MMGY GLOBAL PORTRAIT OF AMERICAN TRAVELERS ®

4%

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sales & marketing plan

3 Primary Segments Of those interested in visiting within the next two years, there are three distinct segments, or personas, to evaluate. Personas are derived from the POAT data based on two criteria:

1: Respondent cites a beach experience as a desirable attribute of vacation.



2: Respondent cites another form of water-based activity as a desirable vacation attribute. (Swimming, Snorkeling, Fishing, Boating, etc.)

Target personas are selected based on future travel intent, demographics, vacation spending projections, and general travel desires that align with the Lee County offerings.

Williams R. Able

going for it

free birds

Active, Affluent Families

Active, No Kids

Active, Empty Nest

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sales & marketing plan

WILLIAMS R. ABLE Affluent Families 41% Millennial 41% Gen X Married with Children

74% say

The quality of the travel website impacts whether they would purchase from that site

Source: MMGY Global, 2015 Portrait of American Travelers® Travelers interested in visiting The Beaches of Fort Myers & Sanibel who find beach and water activities desirable on vacation.

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sales & marketing plan

WILLIAMS R. ABLE profile

• 53% Male Respondents



• 56% Between 30 and 39



• 16% Hispanic



• 92% Married



• 86% Full-time Employed



• 52% Graduate School Degrees



• 100% 125k+ HHI, 27% 250k+

past behavior

• 5.1 Trips Last Year



• 2 Weekend Trips



• 2 Trips 5+ days



• Entitled to 23 Vacation Days



• 73% take the majority of their trips last minute (Planning 7 to 9 days in advance)



• $12,449 Spent Last Year



• Traveled for Beach, Sightseeing, City and Theme Park



• 1 in 4 Rented Vacation Home

future behavior

• 57% Planning More Trips Next Year



• Up to 3 trips could be staycations



• Spending 24% More ($15,436)



• 58% will use a travel agent



• Spring and Summer travelers



• Desire Beach, Scenery, Active Outdoor, Dining



• Considering Ft. Myers, Key West, Honolulu, New Orleans, Charleston, Upstate New York

Source: MMGY Global, 2015 Portrait of American Travelers®

45

roles children play while planning vacation Planning the daily activities

86%

Picking the vacation destination

84%

Selecting the hotel/resort

85%

*Among travelers with children under 18 in their households.

Source: MMGY Global, 2015 Portrait of American Travelers®

sales & marketing plan

WILLIAMS R. ABLE

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sales & marketing plan

going for it 64% Millennial 35% GEN x Active mostly single no kids

74% say wondering what there is to do on vacation can hinder their plans

Source: MMGY Global, 2015 Portrait of American Travelers® Travelers interested in visiting The Beaches of Fort Myers & Sanibel who find beach and water activities desirable on vacation.

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profile

• 62% Male Respondents



• 57% Between 25 and 39



• 75k+ HHI



• 28% Non-White



• 61% Unmarried



• 71% Full-time Employed



• 33% Graduate School Degrees

past behavior

• 3.3 Trips Last Year



• 2 Weekend Trips



• 1 Trip 5+ days



• Entitled to 14 Vacation Days



• 1 Vacation planned last minute



• $5,343 Spent Last Year



• Traveled for Beach, Sightseeing, City and Lake experiences



• New York, LA, and Miami top of visited list

future behavior

• Spending 7% More ($5,698)



• Spring and Summer travelers



• Traveling the same amount



• 50% will take a trip with friends



• Desire Beach, Scenery, Relaxation, Something New, All-inclusives



• Considering Ft. Myers, Key West, Honolulu, New York, San Francisco, Miami

Source: MMGY Global, 2015 Portrait of American Travelers®

sales & marketing plan

going for it

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sales & marketing plan

free birds 91% Boomers 9% Mature generations with no children in the home

68% say

they prefer making memories over acquiring new things

Source: MMGY Global, 2015 Portrait of American Travelers® Travelers interested in visiting The Beaches of Fort Myers & Sanibel who find beach and water activities desirable on vacation.

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sales & marketing plan

free birds profile

future behavior



• 54% Female Respondents



• 63% Intend Same # of Trips



• 54% 100k+ HHI



• 61% Same # Staycations



• 54% Age 50–59



• Spending 10% More ($5,159)



• 43% Grandparents



• Will travel any season



• 82% Married



• Desire Beach, Scenery, Relaxation



• 41% Part-timers or Retired



• 42% Graduate degrees



• 22 Vacation days

past behavior

• 3.2 Trips Last Year



• 2 weekend, 1 long trip



• 3 Staycations



• Travels with spouse



• ~20% Took multi-generation trip • $4,688 Spent



• Beaches and Sightseeing



• 30% Trips Planned Last Minute



• 68% Traveled International



• 1 in 5 visited Orlando, 1 in 10 visited Tampa, Ft. Lauderdale, or Ft Myers and Sanibel in the last 24 months

Source: MMGY Global, 2015 Portrait of American Travelers®

and History

• Considering Key West, St. Petersburg, St. Augustine, Hilton Head, Outer Banks, Myrtle Beach in next 24 months

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sales & marketing plan

TOP SOURCES

FOR TRAVEL IDEAS AND INSPIRATION top across audiences Friends and Family Internet Searches and Advertising Magazine (Articles and Advertising) Destination Website TV Advertising Travel Review Websites

40%

of Going For It look to blogs

35%

of Williams R. able cite Billboards

37%

Empty Nesters use printed guides Source: MMGY Global, 2015 Portrait of American Travelers®

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Near-term opportunities

The interest expressed by respondents to the travelhorizons™ and POAT studies is an encouraging trend to capitalize on with our future marketing initiatives. These studies are showing us two things: 1: Awareness of and interest in our destination continues to grow among the most positive and active traveling segments: younger families and active singles. Product alignment to these groups will become more and more important. This tells us to shift our focus more on moving our core market audiences to action. Continue to promote our core assets while evolving our differentiated position against competition. 2: Our very important core customers remain interested, but competition is getting greater. Interest in competing regional destinations is growing year-over-year. It’s the duty of all partners to make sure these visitors have the best experience possible and assist with building loyalty.

sales & marketing plan

Prospect Targeting,

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sales & marketing plan

Fy2015–16

media highlights

• TV buy extended to include Chicago, Dallas, Houston, St. Louis, and Washington D.C.



• Online radio and broadcast extension added to key in-state markets.



• Enhanced TripAdvisor sponsorship to add native content, mobile, and presence on TripAdvisor sites in key international markets.



• Digital media support for National Seashell Day.



• Personalized eCRM messaging based on preferences.



• Social media hashtag retargeting.

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sales & marketing plan

Fy2015–16

Seasonality

Marketing expenditures for FY2015–16 will be allocated as follows:

25%

45%

year-round spring/summer Mediums: Print Digital

March–july 4 Mediums: Print Digital TV Radio

30% fall

july 5–september mediums: Print Digital

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sales & marketing plan

Fy2015–16

Key Target Market Detail Primary = Traditional & Digital Advertising Secondary = Digital Only  Primary Domestic: Boston, Chicago, Cincinnati, Cleveland, Columbus, Detroit, Indianapolis, Minneapolis, New York, St. Louis, Washington, D.C.  Primary In-state: Miami-Fort Lauderdale, Orlando, Tampa-St.Petersburg, West Palm Beach

Primary International: Canada, Germany, United Kingdom



Secondary Domestic: Albany, Atlanta, Baltimore, Dallas, Green Bay, Greensboro, Houston, Louisville, Nashville, Philadelphia, San Antonio



Secondary International: Benelux (Belgium, Netherlands, Luxemburg), Scandinavia (Norway, Sweden, Denmark, Finland), Switzerland, Austria, Ireland, France

New Primary Domestic Market :

Washington, D.C.

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Marketing Objectives



• Increase targeting Older Millennial and Gen X travelers with focus on Williams R. Able and Going For It segments.



• Increase visitation from core feeder markets.



• Elevate brand and product awareness in emerging markets.



• Activate destination brand advocates through production and distribution of rich visuals and content via social media.



• Focus on digital content and mobile/web development.

sales & marketing plan

FY2015–16

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sales & marketing plan

FY2015–16

GOALS

Objectives

Source

Bed Tax

Increase bed tax receipts by 4.5%

Audited Returns

Out-of-State Domestic Visitation

Increase out-of-state visitation in paid accommodations by 2% (Reported Quarterly)

Visitor Intercept Survey

In-State Visitation

Increase in-state visitation in paid accommodations by 2% (Reported Quarterly)

Visitor Intercept Survey

International Visitation

Maintain international visitation in paid accommodations (Reported Quarterly)

Visitor Intercept Survey

Length of Stay

Increase length of stay to 4.8 days

Visitor Intercept Survey

Visitor Recall

Maintain 30% or higher recall of destination advertising

Visitor Intercept Survey

Impressions

Deliver 700,000,000 impressions across media

Ad Services

Total Inquiries

Deliver 7,500,000 total inquiry as defined as site visits, rich media interactions and content partnership

Google Analytics / Double Click

Total Leads

Deliver 325,000 leads

Google Analytics

CPM

Maintain an average Cost per Thousand Impressions at or below industry standards ($8)

Contracts

Added-Value Placements

Negotiate 1,3500,000 in added-value placements

Contracts

Facebook Fans

Increase Facebook likes by 130,000

Facebook

Twitter Followers

Increase Twitter followers by 5,000

Twitter

Instargram Followers

Increase Instagram followers by 5,000

Instagram

Website Referrals

Generate 60,000 social media website referrals to partners

Google Analytics

Facebook guidebook requests

Increase to 4% conversion

Google Analytics

Facebook eNews Sign Ups

Increase to 6.8%

Google Analytics

Twitter guidebook requests

Increase to 3% conversion

Google Analytics

Twitter eNews Sign Ups

Increase to 2.5% conversion

Google Analytics

Overarching

Paid Media

Social Media

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sales & marketing plan

FY2015–16

GOALS

Objectives

Source

Average 2.5 pages viewed per use. This takes into account general and promotional traffic

Google Analytics

Website Average Pages/Visit Guidebook Conversion

1.5% of total website visitors request or view guidebook

Google Analytics

eNews Sign Ups

Capture 25,000 email opt-ins

Google Analytics

Average Visit Duration

Average time spent on site 2:30

Google Analytics

Lodging Partner Referrals

15% of visits to include a referral to a partner site

Google Analytics

eCRM Website Leads Unique Open Rate

Increase open rate to 24%

Exact Target / Google Analytics

Click-to-Open

Increase click-to-open rate to 23%

Exact Target / Google Analytics

Reader Service Leads Unique Open Rate

Maintain open rate at 16%

Exact Target / Google Analytics

Click-to-Open

Increase click-to-open rate to 17%

Exact Target / Google Analytics

Digital Lead Generation Leads Unique Open Rate

Increase open rate to 8%

Exact Target / Google Analytics

Click-to-Open

Maintain click-to-open rate at 15%

Exact Target / Google Analytics

All Leads Partner Referrals

Increase partner referrals to 30,000

Exact Target / Google Analytics

Guidebook Requests

Increase guidebook requests to 5,000

Exact Target / Google Analytics

Product Development New Event Development

Increase Island Hopper Songwriter Fest attendance and room night generations by 10%

Events/Venues

Event and Attraction Marketing Funding

Increase media placements & applicants by 5%

Applications

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sales & marketing plan

FY2015–16

GOALS

Objectives

Source

Guests First Training

1,500 participants and 150 CGSPs

Guests First

Team Tourism Events

2,200 participants at Team Tourism Education Sessions

Team Tourism

Award Recognition

Improve the quality of the nominations

E-Awards/Chrysalis

Tourism Ambassadors

Recruit and train 1 student intern and 10 local residents as volunteer Tourism Ambassadors

Visitor Services

Media Impressions

Increase impressions by 10%

Vocus and any other monitoring services

Group and Individual Media FAMS

Increase the number of group and individual media tours hosted for a total of 20

VCB count

Media Interview/Desksides (media tours, phone or email interviews, events outside of destination)

Increase the number of media engagements by 35% (45 desksides/media engagements)

VCB count

Meeting/Conference Room Nights

Increase meeting and conference room nights by 4%

VCB count

Leads

Grow qualified sales leads by 4%

VCB count

Industry Relations

Media Relations

Sales–Meetings

Sales–International & Domestic Leisure Meeting/Conference Room Nights

Increase room nights for meeting/conference leads by 4%

VCB count

Meeting/Conference Conversion

Increase leads converted to definite business by 4%

VCB count

Meeting Leads

Increase leads generated by VCB by 4%

VCB count

FAM Trips

Increase to a minimum of 17 FAMs

VCB count

Client Events

Increase to a minimum of 21 client events

VCB count

Wedding Leads

Produce 200 wedding leads

VCB count

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sales & marketing plan

STAFF DIRECTORY AMANDA AUER

ERIN JUNKIN

LIZ LINARES

Administrative Specialist [email protected]

Administrative Assistant, Sales [email protected]

Customer Service Coordinator [email protected]

ANNA STONE

FRAN BELASCO

NANCY MACPHEE

Director of Sales [email protected]

Director of Administration [email protected]

BERTA MALDONADO

FRANCESCA DONLAN

Tourism Product Development Manager [email protected]

Fiscal Officer [email protected]

Director of Communications [email protected]

BEtsy bush

JASON GLASSCOCK

National Sales Manger - Northeast Office [email protected]

Visitor Services Coordinator [email protected]

CAITLYN BAUGHMAN

Jerry Terp

Intern [email protected]

National Sales Manager - Midwest Office [email protected]

CANDICE COCCO

JOVINA HUBER

Tourism Sales Manager [email protected]

Travel Agent Help Desk Manager [email protected]

CHARM EVANS

JUDI DURANT

International Sales Coordinator [email protected]

Director of Visitor Services [email protected]

CHARNIECE JARMAN

KATIE MECKLEY

Communications Coordinator [email protected]

Marketing Manager [email protected]

CHRISTINE DAVLIN

KHANDYCE MOSELY

Training & Development Manager [email protected]

Account Clerk, Senior [email protected]

CINDY HINSON

KIMBALL MATHEWS

Administrative Assistant [email protected]

Southern Region Sales Manager [email protected]

DANIEL BENSON

LEE ROSE

Intern [email protected]

Communications Manager [email protected]

EMILY SOSA

LISA HARMER

Administrative Assistant [email protected]

Account Clerk, Senior [email protected]

NEIL CURIEL Domestic Sales Coordinator [email protected]

PAM BROWN Conference & Event Manager [email protected]

PAMELA JOHNSON Deputy Director [email protected]

SEAN COREY Visitor Services Coordinator [email protected]

Shelley Crant Sales Manager [email protected]

SIMONE BEHR Visitor Services Coordinator [email protected]

STEFANIE ZINKE International Sales Manager [email protected]

TAMARA PIGOTT Executive Director [email protected]

WYNTER ROSE Intern [email protected]

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sales & marketing plan

international

staff directory

canada Andrew Ricketts Public Relations Executive [email protected]

Jeanette Faria Account Manager [email protected]

france Murielle Nouchy Director [email protected]

germany, Austria & Switzerland Gabriele (Gabi) Kuminek Senior PR Manager [email protected]

Stefanie Mehlhorn Sales and Marketing Manager [email protected]

united kingdom, Ireland & scandinavia Frances Amissah PR Account Manager [email protected]

Rob Wilson Sales, Marketing & PR Account Director [email protected]