VISIT TALLAHASSEE MARKETING COMMUNICATIONS DEPARTMENT 2014-2015 SALES PLAN Prepared By: Lauren Shoaf Pace, Director of Marketing Communications
GOAL: Attain 180 story placements annually (15 per month) to specific audience segments in key feeder markets, emphasizing Tallahassee’s appeal to and recognition “endorsement” as a preferred destination for:
History and Heritage/Arts and Culture Outdoor and Nature activities African American Heritage Culinary Interests Participatory Sports Customized Small Meetings, Conventions and Conferences
STRATEGIES: Gain year-round destination exposure through quarterly media placements to specific audience segments through national, regional, community and niche magazines, newspapers and blogs in targeted DMAs. Create and maintain a media database (staff writers, bloggers, freelance writers) who specialize in specific niches and communicate with them year-round Network with journalist at a minimum of two media events (for example: VISIT FLORIDA Media Receptions, Travel Media Showcase, etc.) Maximize exposure for newsworthy events, festivals and promotions (examples provided within specific market segments) by distributing press releases and feature stories that result in local and national exposure and through Visit Tallahassee owned media channels (include incorporating #IHeartTally to extend the reach of this promotion and generate more content).
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Utilize relationships with VISIT FLORIDA Insiders for gaining exposure in major markets outside of Florida including outlets they have partnerships with, such as: Atlanta Journal Constitution, Philly.com, Huffington Post, Trip TV, Knowlear, Brighthouse, etc. Invite high-value travel media to visits to our area throughout the year either via individual visit or as part of a media tour. Media tours are scheduled to take place quarterly. Our goal is to have 6 – 8 media attend each media tour and to host a minimum of two individual visits monthly. Implement seasonal promotions based on achieving strategic exposure for the destination and participating partners. Develop the appropriate sales collateral for staff to use during sales calls and consumer shows that focuses on specific niches (for example, the creation of the rack card for Capital City Amphitheater, Capital Cuisine Restaurant Week and Trailahassee). Evaluate and recommend media buy(s) applicable to specific audience segments for coop opportunities.
HISTORY & HERITAGE/ARTS & CULTURE STRATEGIES: Collaborate with Council on Culture and Arts (COCA) to stay abreast of new developments in the community and ensure information is updated on all sources of owned media. Maximize exposure for newsworthy history and heritage/arts and culture events, festivals and promotions (for example: LeMoyne Chain of Parks Art Festival, First Christmas in La Florida, Emancipation Proclamation Celebration, Seven Days of Opening Nights, etc.) by distributing press releases and feature stories that result in local and national exposure and through Visit Tallahassee owned media channels. Execute the planning of one media tour solely focused on Arts & Culture and host a minimum of two individual visits solely focused on this niche. Recruit a niche blogger to focus on history and heritage/arts and culture – integrate blog posts with Visit Tallahassee social media and utilize as featured stories on the website to gain more exposure/visibility for both sources. Also utilize the content created by the COCA blogger when applicable.
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OUTDOORS & NATURE STRATEGIES: Emphasize Trailahassee.com as the nation’s premier information source and site assistance for outdoor recreation to specific activity segments while heightening the county’s profile as a destination for running, hiking, cycling, paddling and equestrian sports. Maximize exposure for newsworthy outdoor and nature events, festivals and promotions (for example: Springtime Tallahassee, Red Hills Horse Trials, opening of Fred George Greenway, various paddling/biking/running events, etc.) by distributing press release and feature stories that result in local and national exposure and through Visit Tallahassee owned media channels (including incorporating #IHeartTally to extend the reach of this promotion and generate more content). Collaborate with the Florida Disabled Outdoor Association to update Trailahassee.com to specify trails that are handicap accessible and provide additional information on how handicap persons can utilize these trails. Execute the planning of one media tour solely focused on Outdoors & Nature/Trailahassee and host a minimum of four individual visits solely focused on this niche. Recruit a niche blogger to focus on outdoors and nature – integrate blog posts with Visit Tallahassee social media and utilize as featured stories on the website to gain more exposure/visibility for both sources. Additionally, work with local groups and associations to share applicable content and gain more exposure for our destination (for example: Tallahassee Mountain Bike Association, etc.) Integrate all Trailahassee.com promotional efforts and marketing messages into applicable tournaments and events in our area (for example: Cycling, running and cross county events).
AFRICAN AMERICAN HERITAGE STRATEGIES: Leverage our area’s rich African American Heritage to gain destination exposure. Maximize exposure for newsworthy African American Heritage events (for example: Anniversary of the Emancipation Proclamation, Frenchtown Heritage Festival, African American Heritage Month, etc.) by distributing press release and feature stories that 3
result in local and national exposure and through Visit Tallahassee owned media channels. Collaborate with partners and attractions to stay abreast of new developments and upcoming events in the community and ensure information is updated on all sources of owned media. Host one media tour solely focused on African American Heritage.
CULINARY INTERESTS STRATEGIES: Maximize exposure regarding Tallahassee’s growing reputation as a culinary destination and for Capital Cuisine Restaurant Week promotions through distributing newsworthy press releases and feature stories that result in local and national exposure and through Visit Tallahassee owned media channels. Collaborate with Florida Restaurant and Lodging Association (FRLA) to ensure its members receive all information regarding Capital Cuisine Restaurant Week and stay abreast of new developments in the community and restaurant/hotel openings and closings. Ensure information is updated on all sources of owned media. Host one media tour solely focused on culinary during Capital Cuisine Restaurant Week and host a minimum of four individual visits solely focused on this niche. Recruit a niche blogger to focus on culinary – integrate blog posts with Visit Tallahassee social media and utilize as featured stories on the website to gain more exposure/visibility for both sources. Additionally, reach out to culinary focused organizations locally and regionally to share applicable content to gain more exposure for our destination (for example: Florida Restaurant and Lodging Association, etc.) Gain additional exposure for the destination and participating partners during Capital Cuisine Restaurant Week through interviews with chefs/restaurants through newspapers, radio and television, both locally and in key markets.
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PARTICIPATORY SPORTS
STRATEGIES: Implement a plan for gaining destination exposure on a year-round basis for upcoming sports events and tournaments. Achieve media exposure for high profile sports events in showcasing the destination (for example: Diamond sports in June, Cross Country events/tournaments in November, Tallahassee Marathon in February, etc.) Invite high-value travel media to visit our area for specific sporting events for destination exposure showcasing our facilities and capabilities of hosting major events such as the FHSAA Cross Country Tournament, Tallahassee Marathon, Spaghetti 100, etc. Maximize exposure for sporting events and tournaments by distributing press release and feature stories that result in local and national exposure and through Visit Tallahassee owned media channels. Better utilize our owned media to gain exposure for locally hosted sporting events including pre-event interaction with the groups/tournaments, real-time exposure and postevent social media exposure.
CUSTOMIZED SMALL MEETINGS, CONVENTIONS AND CONFERENCES
STRATEGIES: Implement a plan for gaining destination exposure focused on Tallahassee as a Meetings and Conventions market through regional and niche magazine publications. Develop promotional materials for use at appointment and trade shows. Collaborate with Meetings & Conventions Department to execute the planning of one media tour focusing on this market. Invite high-value travel media to our area for a media tour to showcase applicable venues/attractions. Maximize exposure for meeting market by distributing press releases and feature stories that result in local and national exposure and through Visit Tallahassee owned media 5
channels. Collaborate with Meetings & Conventions Department to produce e-mail newsletters for various meeting planner market segments.
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FY 2015 Budget Summary Marketing
FY 2013-2014 Other Contractual Services Travel & Per Diem
FY 2014-2015 $
2,500
Other Contractual Services
10,925
Postage
Travel & Per Diem
-
Rental & Leases Printing & Binding Promotional Activities TDC Merchandise
Postage
5,000 -
Rental & Leases
TDC Direct Sales & Promotions TDC Community Relations Other Current Charges Uniforms Publications, Memberships Training
6,850 5,500 6,840 -
Sponsorships & Contributions Sub-total Operating Industry Participation
-
5,500
Other Current Charges
6,000 -
Industry Participation Total Budget
$49,918
10,638 3,000
Sub-total Operating
49,918
5,950
TDC Community Relations
Sponsorships & Contributions
Total Budget
TDC Merchandise TDC Direct Sales & Promotions
Training
4,750
5,000 -
Publications, Memberships
2,000
28,800 -
Promotional Activities
Uniforms
10,300
2,500
-
Printing & Binding
-
$
67,388 $ 67,388
Notes/Comments: Travel & Per Diem: Increase is due to adding two group media tours to the budget. Last year the Board awarded additional money that allowed our department to execute two additional media tours in-house. Moving forward I feel this is necessary for two reasons: (1) it allows us to have one media tour per quarter (agency does two, we do two) and (2) it allows us to build better relationships with media. For the agency to handle the two additional media tours it was going to cost $20k/each.
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FY 2014/15 Sales Plan Detail Department
Marketing
Date
Show/Event
Location
Target
Industry Show Cost Travel Cost Participation Net Cost
September 22 - 24, 2014
VISIT FLORIDA Governor's Conference on Tourism (2)
Boca Raton, FL
Industry Event
700
1,600
-
2,300
December 1 - 3, 2014
VISIT FLORIDA Marketing Retreat (2)
Ft. Lauderdale, FL
Industry Event
0
1,200
-
1,200
June 2015
FADMO Marketing Summit
TBD
Industry Event
250
600
-
August 11 - 14, 2015
Travel Media Showcase
TBD
Media
2,000
1,000
TBD
VISIT FLORIDA Media Mission
TBD
Media
1,000
1,800
TBD
Personal Appointments with key Travel & Lifestyle Media
FL, GA, AL
Media
0
6,600
Year Round
Individual Media Visits
Tallahassee
Media
2,000
2,000
-
4,000
Year Round
Group Media Tours (2)
Tallahassee
Media
0
14,000
-
14,000 - $ 34,750
$
8
5,950 $
28,800 $
850 3,000
-
2,800 6,600
