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
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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.
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EXECUTIVE SUMMARY
6
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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
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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
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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
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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
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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
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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
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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
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Visitor Expenditures
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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
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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
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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
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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
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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
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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
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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
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Tourism Market
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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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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
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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
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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
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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
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Seasonal Visitation Growth
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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…
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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
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More vacations in the plans
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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
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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
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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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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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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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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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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®
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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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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®
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going for it
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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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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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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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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.
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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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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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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]