Greater Portland RCMP Program July 1, 2009 - June 30, 2010 Draft 5/20/09 Geography and Key Partners • Clackamas County (portions of): Linda Bell, Jeannine Breshears • Columbia County: Amber Dennis • Multnomah County (portions of): Brian McCartin, Jeff Miller, Greg Newland, Barbara Steinfeld, Deborah Wakefield • Washington County: Ruthie Reinert Changes to overall strategy/approach Due to RCMP budget reductions, we will . . . • Maintain core programs (public relations, tourism sales) • Cut back in consumer marketing Strategies 1. Support an international sales and marketing program to promote the region in the Asian and European markets served by direct flights to/from PDX. (Repeat program.) Fund a domestic sales and marketing program to generate increased travel to the region. (Repeat program.) Fund an international and domestic media relations/communications program to increase editorial coverage of the region. (Repeat program.) Budget permitting, invest co-op dollars in Travel Oregon’s consumer marketing programs. (Repeat program.) 2. 3. 4. Programs/Tactics STRATEGY #1: INTERNATIONAL SALES & MARKETING • Discipline: Travel Trade • Program Description – Increase international visits to the region. Qualify, solicit and generate leads; make sales calls; design itineraries; prepare client proposals; schedule and conduct sales trips and presentations; coordinate and host research trips and site inspections; and plan and participate in targeted trade shows, sales missions and conventions. – Produce marketing material to support the sales effort. • Target audience: International travel trade and media • Geographic target: Asia, Europe Programs/Tactics STRATEGY #1, CONT’D • Key partners/regions: Travel Oregon, Greater Portland partners, Port of Portland, Mt. Hood/Gorge • Repeat program (key learnings): Due to budget cuts from the Port of Portland, RCMP funding is especially important so that we can build on the relationships, marketing programs and successes in Asia (which continues to be a good source of student travel) and Europe (whose residents are now even more likely to visit the region, thanks to the relative strength of the European economy). • Measurement: Travel Oregon measurements applicable • Budget/cost: $135,500 Programs/Tactics STRATEGY #2: TOURISM SALES & MARKETING (DOMESTIC) • Discipline: Travel Trade • Program Description – Fund a position that will: qualify, solicit and generate leads; make sales calls; design itineraries; prepare client proposals; schedule and conduct sales trips and presentations; coordinate and host research trips and site inspections; and plan and participate in targeted trade shows, sales missions and conventions. – Produce marketing materials to support the sales effort. • Target audience: Tour operators and other key influencers • Geographic target: United States and Canada Programs/Tactics STRATEGY #2, CONT’D • Key partners/regions: Travel Oregon, Greater Portland partners, OTTA, Mt. Hood/Gorge region • Repeat program (key learnings): Demand for this business by local suppliers and partners is higher than in recent memory; interest in this region continues to grow, especially in Canada; and the region is poised to take advantage of these market conditions, thanks to a weakening Canadian dollar and increased marketing efforts from Travel Oregon and Greater Portland. • Measurement: Travel Oregon measurements applicable • Budget/cost: $139,800 Programs/Tactics STRATEGY #3: MEDIA RELATIONS/COMMUNICATIONS • Discipline: Media relations/communications • Program Description – Continue the contractual agreement with the New York P.R. firm Development Counsellors International (DCI) – Continue to fund the media relations manager position that coordinates the media requests generated for the region by Travel Oregon and DCI. – Host media research tours and events that showcase the region to targeted media from outside the state. • Target audience: National media (primarily those based in New York); regional media targeted markets; international media referred by Travel Oregon • Geographic target: East Coast, and key domestic and international markets Programs/Tactics STRATEGY 3, CONT’D • Key partners/regions: Travel Oregon, Greater Portland partners, Mt. Hood/Gorge region • Repeat program (key learnings): Through the first three quarters of FY 08-09, the RCMP-funded public relations program has generated $3.9 million in editorial coverage. And with the dropoff in consumer marketing dollars, these public relations efforts will be increasingly important to the region in FY 09-10. • Measurement: Dollar value of editorial coverage. No multiplier used. • Budget/cost: $235,800 Programs/Tactics STRATEGY #4: TRAVEL OREGON CO-OPS • Discipline: Fulfillment and research • Program description: – Invest in Travel Oregon’s biennial Visitor Profile ($5,000) – Fulfill consumers’ “Greater Portland” requests via the TORP program (estimate: 25,000 @ $0.55 = $13,750) • Key partners/regions: Travel Oregon; Greater Portland partners • Repeat program • Measurement: Travel Oregon measurements applicable. • Budget/cost: $18,750 RCMP Plan Summary Int’l sales and marketing Domestic travel trade Communications/public relations Consumer marketing TOTAL $135,500 $139,800 $235,800 $ 18,750 $529,850 Regional DMO Budget Information INT’L SALES & MARKETING RCMP investment Plus Mt. Hood/Gorge contrib. Plus fees Plus OMHT contrib. Plus Washington Co. Plus Cultural Tourism Plus Portland/Mult. Co. Plus Travel Portland reserves Subtotal GRAND TOTAL $135,500 $ 5,280 $ 8,000 $ 25,000 $ 18,000 $ 74,800 $396,974 $ 64,000 $592,054 $727,554 Regional DMO Budget Information DOMESTIC TRAVEL TRADE RCMP investment Plus Mt. Hood/Gorge contrib. Plus Washington Co. Plus Travel Portland reserves Subtotal GRAND TOTAL $139,800 $ 4,320 $ 13,000 $ 20,500 $ 37,820 $177,620 Regional DMO Budget Information COMMUNICATIONS/PUBLIC RELATIONS RCMP investment Plus Mt. Hood/Gorge contrib. Plus OMHT Plus Washington Co. Plus Columbia Co. Plus Portland/Mult. Co. Plus Travel Portland reserves Subtotal GRAND TOTAL $235,800 $ 6,400 $115,000 $ 47,200 $ 45,000 $305,912 $ 75,800 $595,312 $831,112 Regional DMO Budget Information CONSUMER MARKETING RCMP investment Plus OMHT Plus Washington Co. Plus Columbia Co. Plus Travel Portland (Perks) Plus Travel Portland reserves Subtotal $ 18,750 $ 860,000 $ 358,564 $ 15,000 $ 165,480 $ 75,000 $1,474,044 GRAND TOTAL $1,492,794 Impacts of RCMP Budget Cuts INT’L SALES AND MARKETING FY 09-10 $ 0 $ 0 $ 0 $14,800 FY 08-09 $10,000 $ 3,000 $ 1,000 $18,500 Difference ($10,000) ($3,000) ($1,000) ($3,700) New market dev. Mexico Industry training Marketing support Impacts of RCMP Budget Cuts DOMESTIC TRAVEL TRADE FY 09-10 $37,800 $ 0 $12,000 FY 08-09 $48,600 $12,000 $15,000 Difference ($10,800) ($12,000) ($3,000) Direct sales LGBT marketing Marketing support Impacts of RCMP Budget Cuts COMMUNICATIONS/PUBLIC RELATIONS FY 09-10 $128,500 $ 0 FY 08-09 $135,000 $ 7,500 Difference ($6,500) ($7,500) DCI NY Bounty Event Impacts of RCMP Budget Cuts TRAVEL OREGON CO-OPS FY 09-10 Bounty collateral $0 Consumer marketing $0 Print co-ops $0 FY 08-09 $4,000 $30,000 $12,000 Difference ($4,000) ($30,000) ($12,000) OTHER CUTS New program: Visa research (we will not purchase) Ongoing program: GoSeePortland (we will find other funding) Response to Feedback Greater Portland response to Travel Oregon input is below. Plan is preliminarily approved pending Commission approval (5/27): • From Greg Newland: • Based on your comments, it does not appear that we will need to modify our plan. Here are the answers to the questions/points you raised: • METRICS: Travel Oregon measurements apply to each of our initiatives, except one: Public Relations/Communications, for which we will retain our clipping service and measure the editorial value of the placements generated. • LEVERAGING OREGON UNCOVERED: Greater Portland’s budget for International Sales ($135,500) includes $14,800 for marketing support. These marketing funds must first cover the baseline needs (collateral material, itinerary/profile sheets, tradeshow handouts, etc.) for the European and Asian sales efforts. I will connect with Teresa to determine whether any remaining funds (TBD) can support Oregon Uncovered and/or America Journal (another marketing opportunity recommended by Travel Oregon). • OREGON 150 CHALLENGE: Per Travel Oregon's request, I have asked the Greater Portland partners to help promote this campaign via website links and e-newsletter inclusions. • OREGON BOUNTY: Ditto.