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RCC - Marketing on a Shoestring
• Travel Oregon Team
• Central Oregon Visitors Association
• John Kelsh
• Workshop Participants
Overview of Today’s Topics
   What is Marketing?
   Your Marketing Plan Workbook
   What experience you are selling?
   Product positioning and branding
   Destination Marketing Roles & Coop Marketing: Travel
    Oregon/COVA
   Coop Marketing and Content
   International Marketing and Travel Trade
   Marketing communications strategies and action planning
   Budgets, timelines, measurement
   Discussion
   Evaluations and wrap-up
Outcomes
 How to communicate in a way that the visitor finds
  compelling.
 Familiarity with marketing terminology, strategies,
  action planning.
 How to extend and maximize human and financial
  resources through partnerships.
 Tools and resources from which to develop a tourism
  marketing plan.
1. Your Vision
2. Marketing Action areas with consensus
3. Tourism Trends for Central Oregon
River Canyon Country
COMMUNITY TOURISM VISION
River Canyon Country in 2030 is a region that is engaged toward a common future
with a clear shared identity. The community has worked hard to build on values of
quality education, health and creating an active lifestyle, and this has paid off in
having a dynamic and high caliber workforce and strong social capital. This is
reflected in how our community organizations and volunteers work together in a
coordinated and cohesive manner. This cohesion allows us to adapt and capitalize
on new and emerging opportunities, while maintaining our strong community base.
We value our people and invest in creating opportunities for them to work,
contribute and thrive in the region.

We have beautiful landscapes, parks, and natural vistas, which are now connected
by a highly developed network of trails, by-ways and transport systems. We have
a strong economic tourism infrastructure focused on leveraging our unique
regional assets of local food, outdoor recreation and cultural diversity and
identity. Our thriving economy is built on our locally owned entrepreneurial
businesses, and complemented by world-class destinations. We are known
worldwide for our authentic, family friendly and environmentally sustainable
practices. We have become a renowned mecca for well managed outdoor and
eco-tourism and cultural experiences that make us the ‘must-do’ destination for
our many new and return visitors from across the world.
1. Create a regional leadership structure for tourism
   development
2. Develop a regional marketing strategy
3. Conduct local trainings to increase local knowledge of
   tourism experiences (what there is to do!)
4. Ramp up local communication about tourism development
   (improve internal communication systems)
5. Develop infrastructure for recreation and transportation
6. Develop packages and itineraries for visitors
7. Conduct an asset inventory and do a gap analysis
8. Ramp up business development for tourism
9. Create new and grow existing events
WHAT IS MARKETING?
 What do YOU think Marketing is?
 Definition of Marketing – The process or technique
  of promoting, selling and distributing a product or
  service. To be most effective, marketing requires the
  efforts of everyone in an organization and can be
  made more or less effective by the actions of
  complementary organizations.
 Marketing includes everything from the initial
  awareness of a product, service, or destination to the
  marketing materials developed to the delivery of the
  experience.
Section One


Marketing Plan Background & Rationale – Page 7-8

What Experience Are You Selling? Page 9-10

Positioning & Branding – Page 11

Understanding Your Target Markets – Page 12
Marketing Plan Background & Rationale – Page 7

  Create your organization or business mission
   statement
     Mission – A broad, general statement about an
      organization’s business or organization’s and scope,
      services or products, markets served and overall
      philosophy.
           What is your business/organization?
           What services or products do you provide?
           Describe the markets that you serve.
           What is your overall philosophy?
Marketing Plan Background & Rationale – Page 8

  What is happening in the world around you?
    Economic Conditions?
    Current travel trends?
    Current social trends?

    SEE: “Tourism Trends Overview” PDF,
    Longwoods Oregon 2009 Central Region Research,
     RCC Baseline PDF
RCC - Marketing on a Shoestring
What Are You? - Page 9
The LURE: the experience that motivates the visitor to
actually come to your destination. It is your brand.

DIVERSIONS: things visitors can do closer to home but
will do in your destination because they are already there.

AMENITIES: Things that make the visit a comfortable one:
signs, restrooms, shade trees, parking, seating and gathering
areas wifi, etc.

AMBIANCE: historic buildings, public art, street banners,
etc.
When selling: - Page 9
• Who is your customer?

• Lead with the benefit to your customer.

• Name the company second.

• Are you part of a larger niche or destination
  brand?
Page 11
A Brand is a promise of the experience
  you are going to deliver.


Positioning is how you describe what you
 are selling. (marketing)


(A good reference book is “Destination Branding for Small Cities” by
   Bill Baker.)
What branding IS NOT:
• A logo
• A slogan
• A marketing campaign
• Geography
• History
• Tie in with a destination brand when possible
• Become known for something special
• If the product is not unique, make the service
  special
Even if you do nothing, you still have a
brand. It just may not be the one you want.
  Because consumers decide what your brand is, your product,
  service or destination has a brand.
  Do you really know what your brand is?
  Are you managing your brand?
Lunch
RCC - Marketing on a Shoestring
Marketing Objective – A goal that your
 organization or business attempts to achieve,
 usually focused on a target market.

Marketing objectives should be:
   – Results oriented
   – Target market specific
   – Quantitative/measurable
   – Time specific
Examples of Marketing Objectives: - Page 13
For an attraction: “To increase the number of trips
  sold(result) to RV visitors(target market specific) by 100
  (quantified) during the summer season 2012 (time
  specific).”


For a small lodging establishment: “To increase the
  number of room nights (result) generated from the
  bicycle touring market (target market specific) by 100
  (quantified) during the spring and summer of 2012 (time
  specific).
Example of a marketing strategy and action plan: - Page 14

Strategy for an attraction or tour: ““Leverage existing
   electronic media sites to create awareness of our attraction”


• Action plan attraction or tour: “Create an attractions listing
  for VisitCentralOregon.com and TravelOregoncom”
Marketing Strategy - A course of action selected from the
 marketing mix to communicate to various target markets.

Media Mix – Activities to communicate your brand, market
 position, product/service features and benefits to the
 customer. For example:

                          Website
                       Social networks
                         Brochures
                        Press releases
                         FAM trips
                            Other
 Page 14
Key Shoestring Strategies

•   Digital Content
•   Public Relations
•   International/ FAM trips
•   Special Events
How to create an Interactive Strategy

• Use COVA’s website
• Using TO digital content/social media
• Use TO e-marketing newsletters and e-blasts
• Use TO blog, RSS feeds
• Develop YouTube, Vimeo videos
• Using co-op opportunities with RCC, COVA, Travel Oregon
SEO   SEM
Advertising on Google, Yahoo, Bing
1. Banner ads and SEM keyword ads.
2. Budgets are flexible by day.
3. Experiment with key words.
4. Pay only for visits to your site.
5. Try different ad copy.
6. Ask how visitors found you.
7. Use Google ANALYTICS.
RCC - Marketing on a Shoestring
RCC - Marketing on a Shoestring
Destination Promise
     Brand “ Reasons to Believe”
Core Product and Experience Themes
       Emotional Benefits
         Tangible Benefits
Tangible Benefits EXAMPLE
• Publicsolitude or light recreationan environment of rest, relaxation, quiet
            park settings that create
    time,

•   More rigorous outdoor exercise for those who desire it

•   Comfortable walking trails and trail maps

•   Programmed events for the different styles of relaxation of the targeted
    visitors. E.g., music would include rock, jazz and classical

•   Places for family gatherings

•   Water and other view locations with benches

•   Experiences in the redwoods

•   Healthy dining

•   Spa treatments

•   Physical comfort
Emotional Benefits EXAMPLE
•         Restfulness
•         Tension and stress relief
•         Quiet
•         Being unplugged from the world
•         Contemplation
•         Recharging
•         Peace of mind
Use with a character your audience can relate to – (that could be
me!).

Set the Stage – (Here’s how we rescued a fawn on the day we
visited River Canyon Territory).

Establish conflict – external or internal. Start with this.

Foreshadow – hint at what is to come to keep it moving.

Use dialog – stories are about people and people talk.
What great stories can you think of ?
What is Collateral? – A collateral marketing strategy involves the
 use of various printed and online materials that communicate
 your brand, market position, product/service features, benefits
 to the customer and pricing if you are a business.

Collateral marketing strategies can include the following activities:
• Creating attractive brochures and rack cards
• Creating posters, bookmarks and other printed materials
• Utilizing cooperative opportunities – local DMOs, RDMO, and
  Travel Oregon
Key Tips:
• Lead with the best, leave the rest
• Tell the story, don’t just provide lists
• Give the details
• Photos should be large and compelling, not amateur hour
• Always have people in the photos, your target audience
• State the benefit to the visitor – it is not about you.
• Use good maps and detailed instructions on how to find
you.
Collateral Usability

• Collateral – make it easy to carry
   • Fit into brochure racks.
   • Use quality paper especially if you use a lot of photos
Public Relations – Activities designed to generate and
  maintain awareness of your product, service or
  destination among your target markets and other
  organizations through nonpaid communication and
  information about what you have to offer.

Why Public Relations?
• Important because it is “third party” coverage but
  more controlled than social media.
• More credible than paid advertising.
Public Relations Activities
• Develop a website media or press area
• Develop a hard copy press kit, press information,
  photo library
• Create and distribute press releases
• Provide media assistance for story writers and editors
• Utilize cooperative opportunities – Local DMO,
  RDMO and Travel Oregon
Travel Trade – Travel agents, tour wholesalers and
    operators, corporate travel managers, incentive travel
    planners, and convention/meeting planners.


Travel Trade Marketing Activities:
•   Advertising in travel trade publications
•   Attending travel trade shows
•   Providing Familiarization (FAM) trips
•   Brochure distribution
•   Public Relations
•   Cooperative opportunities
International Marketing Activities:
• Media & Travel Trade Research Trips
• Trade Shows
• Sales Missions
• Partnering With Regions
• In-country Marketing Reps
• Printed Media
• Social Media – Twitter, Facebook
Page 25
Budgets & Timelines




Page 26
Budgeting Methods
1. Historical – spending is same as previous years.
2. Percentage of sales – industry average % of total
   revenues.
3. Competitive – match spending of your competitors.
4. Task-oriented – consider each activity and what needs
   to be spent to meet marketing objectives.
The Reality of Budgeting
1. Allocate a tentative, overall budget for marketing.
2. Determine your marketing objectives and strategies.
3. Tentatively split the budget between strategies.
4. Then split the budget between actions within the
   strategies.
5. Develop and refine the activities.
6. Reallocate budget to determine final budget
   allocations.
Establishing Realistic Timelines
1. Establish a full-year marketing calendar cycle.
2. Understand steps and time involved in producing
   collateral and advertising material.
3. Research key deadlines for advertising insertion dates.
4. Work closely with partners and service providers.
5. Stay connected to your local DMO, RDMO, and
   Travel Oregon.
6. Create and overall TO DO list that covers the
   marketing cycle and includes details of who needs to
   do what and when.
Measuring Your Success




Page 27
How do you measure your success?
• Establish your measurement criteria.
• Establish your base line data
• Establish marketing controls – monitoring and adjust
  activities.
• Analyze the results of efforts – both at the activity
  level and the overall objective level.
Overall Evaluation
• Ask visitors how they heard about you.
• Total number of room nights for the year/season
• Total income for the year/season
• Total visitors and/or visitors by target market
Examples of Specific Measures
• Website – unique visitors, page views, origin of traffic, time
  spent on site, engagement
• Collateral – number of brochures distributed, bookings
  generated from brochures
• Public relations – number of stories generated through press
  releases, FAM trips
• Advertising – number of impressions, responses, bookings from
  specific ads or ad campaigns
• Travel trade and International – number of leads/bookings
  generated though various activities
• Special promotions – number of inquiries/bookings generated
Sharing
Thank you !
from the teams at

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RCC - Marketing on a Shoestring

  • 2. • Travel Oregon Team • Central Oregon Visitors Association • John Kelsh • Workshop Participants
  • 3. Overview of Today’s Topics  What is Marketing?  Your Marketing Plan Workbook  What experience you are selling?  Product positioning and branding  Destination Marketing Roles & Coop Marketing: Travel Oregon/COVA  Coop Marketing and Content  International Marketing and Travel Trade  Marketing communications strategies and action planning  Budgets, timelines, measurement  Discussion  Evaluations and wrap-up
  • 4. Outcomes  How to communicate in a way that the visitor finds compelling.  Familiarity with marketing terminology, strategies, action planning.  How to extend and maximize human and financial resources through partnerships.  Tools and resources from which to develop a tourism marketing plan.
  • 5. 1. Your Vision 2. Marketing Action areas with consensus 3. Tourism Trends for Central Oregon
  • 7. River Canyon Country in 2030 is a region that is engaged toward a common future with a clear shared identity. The community has worked hard to build on values of quality education, health and creating an active lifestyle, and this has paid off in having a dynamic and high caliber workforce and strong social capital. This is reflected in how our community organizations and volunteers work together in a coordinated and cohesive manner. This cohesion allows us to adapt and capitalize on new and emerging opportunities, while maintaining our strong community base. We value our people and invest in creating opportunities for them to work, contribute and thrive in the region. We have beautiful landscapes, parks, and natural vistas, which are now connected by a highly developed network of trails, by-ways and transport systems. We have a strong economic tourism infrastructure focused on leveraging our unique regional assets of local food, outdoor recreation and cultural diversity and identity. Our thriving economy is built on our locally owned entrepreneurial businesses, and complemented by world-class destinations. We are known worldwide for our authentic, family friendly and environmentally sustainable practices. We have become a renowned mecca for well managed outdoor and eco-tourism and cultural experiences that make us the ‘must-do’ destination for our many new and return visitors from across the world.
  • 8. 1. Create a regional leadership structure for tourism development 2. Develop a regional marketing strategy 3. Conduct local trainings to increase local knowledge of tourism experiences (what there is to do!) 4. Ramp up local communication about tourism development (improve internal communication systems) 5. Develop infrastructure for recreation and transportation 6. Develop packages and itineraries for visitors 7. Conduct an asset inventory and do a gap analysis 8. Ramp up business development for tourism 9. Create new and grow existing events
  • 9. WHAT IS MARKETING?  What do YOU think Marketing is?  Definition of Marketing – The process or technique of promoting, selling and distributing a product or service. To be most effective, marketing requires the efforts of everyone in an organization and can be made more or less effective by the actions of complementary organizations.  Marketing includes everything from the initial awareness of a product, service, or destination to the marketing materials developed to the delivery of the experience.
  • 10. Section One Marketing Plan Background & Rationale – Page 7-8 What Experience Are You Selling? Page 9-10 Positioning & Branding – Page 11 Understanding Your Target Markets – Page 12
  • 11. Marketing Plan Background & Rationale – Page 7  Create your organization or business mission statement  Mission – A broad, general statement about an organization’s business or organization’s and scope, services or products, markets served and overall philosophy.  What is your business/organization?  What services or products do you provide?  Describe the markets that you serve.  What is your overall philosophy?
  • 12. Marketing Plan Background & Rationale – Page 8  What is happening in the world around you?  Economic Conditions?  Current travel trends?  Current social trends? SEE: “Tourism Trends Overview” PDF, Longwoods Oregon 2009 Central Region Research, RCC Baseline PDF
  • 14. What Are You? - Page 9 The LURE: the experience that motivates the visitor to actually come to your destination. It is your brand. DIVERSIONS: things visitors can do closer to home but will do in your destination because they are already there. AMENITIES: Things that make the visit a comfortable one: signs, restrooms, shade trees, parking, seating and gathering areas wifi, etc. AMBIANCE: historic buildings, public art, street banners, etc.
  • 15. When selling: - Page 9 • Who is your customer? • Lead with the benefit to your customer. • Name the company second. • Are you part of a larger niche or destination brand?
  • 17. A Brand is a promise of the experience you are going to deliver. Positioning is how you describe what you are selling. (marketing) (A good reference book is “Destination Branding for Small Cities” by Bill Baker.)
  • 18. What branding IS NOT: • A logo • A slogan • A marketing campaign • Geography • History
  • 19. • Tie in with a destination brand when possible • Become known for something special • If the product is not unique, make the service special
  • 20. Even if you do nothing, you still have a brand. It just may not be the one you want. Because consumers decide what your brand is, your product, service or destination has a brand. Do you really know what your brand is? Are you managing your brand?
  • 21. Lunch
  • 23. Marketing Objective – A goal that your organization or business attempts to achieve, usually focused on a target market. Marketing objectives should be: – Results oriented – Target market specific – Quantitative/measurable – Time specific
  • 24. Examples of Marketing Objectives: - Page 13 For an attraction: “To increase the number of trips sold(result) to RV visitors(target market specific) by 100 (quantified) during the summer season 2012 (time specific).” For a small lodging establishment: “To increase the number of room nights (result) generated from the bicycle touring market (target market specific) by 100 (quantified) during the spring and summer of 2012 (time specific).
  • 25. Example of a marketing strategy and action plan: - Page 14 Strategy for an attraction or tour: ““Leverage existing electronic media sites to create awareness of our attraction” • Action plan attraction or tour: “Create an attractions listing for VisitCentralOregon.com and TravelOregoncom”
  • 26. Marketing Strategy - A course of action selected from the marketing mix to communicate to various target markets. Media Mix – Activities to communicate your brand, market position, product/service features and benefits to the customer. For example: Website Social networks Brochures Press releases FAM trips Other Page 14
  • 27. Key Shoestring Strategies • Digital Content • Public Relations • International/ FAM trips • Special Events
  • 28. How to create an Interactive Strategy • Use COVA’s website • Using TO digital content/social media • Use TO e-marketing newsletters and e-blasts • Use TO blog, RSS feeds • Develop YouTube, Vimeo videos • Using co-op opportunities with RCC, COVA, Travel Oregon
  • 29. SEO SEM
  • 30. Advertising on Google, Yahoo, Bing 1. Banner ads and SEM keyword ads. 2. Budgets are flexible by day. 3. Experiment with key words. 4. Pay only for visits to your site. 5. Try different ad copy. 6. Ask how visitors found you. 7. Use Google ANALYTICS.
  • 33. Destination Promise Brand “ Reasons to Believe” Core Product and Experience Themes Emotional Benefits Tangible Benefits
  • 34. Tangible Benefits EXAMPLE • Publicsolitude or light recreationan environment of rest, relaxation, quiet park settings that create time, • More rigorous outdoor exercise for those who desire it • Comfortable walking trails and trail maps • Programmed events for the different styles of relaxation of the targeted visitors. E.g., music would include rock, jazz and classical • Places for family gatherings • Water and other view locations with benches • Experiences in the redwoods • Healthy dining • Spa treatments • Physical comfort
  • 35. Emotional Benefits EXAMPLE • Restfulness • Tension and stress relief • Quiet • Being unplugged from the world • Contemplation • Recharging • Peace of mind
  • 36. Use with a character your audience can relate to – (that could be me!). Set the Stage – (Here’s how we rescued a fawn on the day we visited River Canyon Territory). Establish conflict – external or internal. Start with this. Foreshadow – hint at what is to come to keep it moving. Use dialog – stories are about people and people talk.
  • 37. What great stories can you think of ?
  • 38. What is Collateral? – A collateral marketing strategy involves the use of various printed and online materials that communicate your brand, market position, product/service features, benefits to the customer and pricing if you are a business. Collateral marketing strategies can include the following activities: • Creating attractive brochures and rack cards • Creating posters, bookmarks and other printed materials • Utilizing cooperative opportunities – local DMOs, RDMO, and Travel Oregon
  • 39. Key Tips: • Lead with the best, leave the rest • Tell the story, don’t just provide lists • Give the details • Photos should be large and compelling, not amateur hour • Always have people in the photos, your target audience • State the benefit to the visitor – it is not about you. • Use good maps and detailed instructions on how to find you.
  • 40. Collateral Usability • Collateral – make it easy to carry • Fit into brochure racks. • Use quality paper especially if you use a lot of photos
  • 41. Public Relations – Activities designed to generate and maintain awareness of your product, service or destination among your target markets and other organizations through nonpaid communication and information about what you have to offer. Why Public Relations? • Important because it is “third party” coverage but more controlled than social media. • More credible than paid advertising.
  • 42. Public Relations Activities • Develop a website media or press area • Develop a hard copy press kit, press information, photo library • Create and distribute press releases • Provide media assistance for story writers and editors • Utilize cooperative opportunities – Local DMO, RDMO and Travel Oregon
  • 43. Travel Trade – Travel agents, tour wholesalers and operators, corporate travel managers, incentive travel planners, and convention/meeting planners. Travel Trade Marketing Activities: • Advertising in travel trade publications • Attending travel trade shows • Providing Familiarization (FAM) trips • Brochure distribution • Public Relations • Cooperative opportunities
  • 44. International Marketing Activities: • Media & Travel Trade Research Trips • Trade Shows • Sales Missions • Partnering With Regions • In-country Marketing Reps • Printed Media • Social Media – Twitter, Facebook Page 25
  • 46. Budgeting Methods 1. Historical – spending is same as previous years. 2. Percentage of sales – industry average % of total revenues. 3. Competitive – match spending of your competitors. 4. Task-oriented – consider each activity and what needs to be spent to meet marketing objectives.
  • 47. The Reality of Budgeting 1. Allocate a tentative, overall budget for marketing. 2. Determine your marketing objectives and strategies. 3. Tentatively split the budget between strategies. 4. Then split the budget between actions within the strategies. 5. Develop and refine the activities. 6. Reallocate budget to determine final budget allocations.
  • 48. Establishing Realistic Timelines 1. Establish a full-year marketing calendar cycle. 2. Understand steps and time involved in producing collateral and advertising material. 3. Research key deadlines for advertising insertion dates. 4. Work closely with partners and service providers. 5. Stay connected to your local DMO, RDMO, and Travel Oregon. 6. Create and overall TO DO list that covers the marketing cycle and includes details of who needs to do what and when.
  • 50. How do you measure your success? • Establish your measurement criteria. • Establish your base line data • Establish marketing controls – monitoring and adjust activities. • Analyze the results of efforts – both at the activity level and the overall objective level.
  • 51. Overall Evaluation • Ask visitors how they heard about you. • Total number of room nights for the year/season • Total income for the year/season • Total visitors and/or visitors by target market
  • 52. Examples of Specific Measures • Website – unique visitors, page views, origin of traffic, time spent on site, engagement • Collateral – number of brochures distributed, bookings generated from brochures • Public relations – number of stories generated through press releases, FAM trips • Advertising – number of impressions, responses, bookings from specific ads or ad campaigns • Travel trade and International – number of leads/bookings generated though various activities • Special promotions – number of inquiries/bookings generated
  • 54. Thank you ! from the teams at