THE ST AUGUSTINE PONTE VEDRA THE BEACHES VISITORS AND CONVENTION

THE ST. AUGUSTINE, PONTE VEDRA & THE BEACHES VISITORS AND CONVENTION BUREAU COMPREHENSIVE MARKETING PLAN We want to thank members of the VCB who have given their time and expertise over the past year through committee participation. Together with the Bureau’s staff and our advertising account team, The Meridian Group, we have developed this integrated marketing plan for Fiscal Year 2006 to provide a solid direction for the communications, sales, research and marketing initiatives. This plan will provide a comprehensive template for planning purposes and will demonstrate the scope of the Bureau’s marketing activities for the coming year. We hope that it will provide the St. Johns County tourism industry with an understanding of the focus and direction of St. Augustine, Ponte Vedra and The Beaches tourism. 2006 1 Table of Contents Page 1 3 4 7 12 13 15 16 16 19 23 28 39 43 67 67 68 68 69 69 70 70 71 72 74 77 Purpose TDC Long Range Goals Travel and Tourism Overview SAPV&B Market Segment Overview SAPV&B Marketing and Executive Summary Strategic Objectives Strategic Positioning Statement VCB Strategies and Initiatives Research Initiatives Sales Objectives and Initiatives Meetings and Incentives Market Initiatives Group Tour, Association and FIT Market Initiatives Consumer and Government Market Initiatives Public Relations/Communications Objectives and Initiatives Interactive Objectives and Initiatives VCB E-magazines Website redevelopment Visit Florida Lead Co-Op Program Sports Market Objectives and Initiatives Gator Bowl ACC Championship THE PLAYERS Championship Florida’s First Coast of Golf Special Events Objectives and Initiatives Nature Festival Initiative International Market Objectives and Initiatives Northeast Florida Regional Tourism Alliance Spain Initiative Advertising Objectives and Initiatives Advertising Initiatives with Measurements 2 LONG RANGE GOALS FOR ST. JOHNS COUNTY TOURISM DEVELOPMENT Encourage Continued Reinvestment by Existing Tourism Businesses Maintain a feasible business climate Maintain research showing SAPV&B opportunities Work with the industry and government leaders to implement quality controls Facilitate educational presentations for business owners Maintain balance between first-time and repeat visitors Preservation of SAPV&B’s Unique Selling Position Implement programs to assure brand promise of a quality, authentic visitor experience at all levels Closely monitor satisfaction levels of visitor experience Campaign tourism industry benefits to communities Emphasize increasing visitor yield Support a Stabilized Employment Base for Tourism Industry Concentrated promotion of current non-peak periods Encourage education and rewards for industry employees Seek cooperative ways to provide competitive benefits for industry employees Encourage development of affordable housing options in the community 3 TRAVEL & TOURISM OVERVIEW Despite the post hurricane challenges, tourism to SAPV&B increased steadily with a 17.21% increase in bed tax collections from September 2004 to April 2005. SAPV&B had record bed tax collections the months of February (55.80% increase due to Super Bowl XXXIX), March and November (20% increases each). A better indicator is the Validate Tax Receipts – how much visitors spend in all of our tourism related businesses. To date, 2005’s tourism related sales are 18.2 percent above the same period last year (see chart below). Comparing 2003 to 2004, visitor spending was up 11 percent in the first five months of 2004 over the same period in 2003. If the spending pace continues through the balance of the year, visitors will spend more that $670 million during their stays in SAPV&B during 2005. SAPV&B Validated Tax Receipt Data $90,000,000 $60,000,000 $30,000,000 $0 Jan. March May July Sept. Nov. 2003 2004 2005 Although the pattern of travel seasons has changed little since 1994, Visit Florida found that winter travel has become more popular (gaining 4% in the last 10 years). This bodes well for Florida as it plays to our natural strength of warm weather and may represent a needed balance to the long-term threat of hurricane season. Tourism to Florida overall was “impressively strong” the first quarter of 2005, according to Visit Florida, with an 11.5% increase in visitors over the same quarter last year. 4 St. Johns County bed tax collections in FY 2004 were up 9.5% and the entire state was up 12.3%. Of course, SJC did not experience the steep declines like central and south Florida counties did following the 2004 hurricane season. Florida welcomed 76.8 million visitors in 2004, representing a 3% increase over 2003. Summer travel was expected to jump this year with 328 million Americans heading for a destination more than 50 miles from home, compared to 320 million last summer, according to the Travel Industry Association of America (TIA). TIA also found that Americans who include beaches and/or theme and amusement parks on their vacations are a lucrative market. These travelers tend to take longer vacations and spend more money per trip than overall travelers. The beach-going travelers spent significantly more money on their trips than the average U.S. Trip ($854 vs. $433). These statistics also show that while Americans are taking more short trips, the amount of time they’re spending away from home on their longest trips has decreased a half-day, to an average seven-night stay. The top three activities for summer vacations are visiting friends and relatives (75%), going to a beach or lake (70%) and visiting small towns or rural areas (64%). (SOURCE: TIA) Half of all adults take at least one weekend trip and four in 10 weekend travelers make last-minute plans by selecting their destination within two weeks of their trip. These last-minute planners are twice as likely to take five or more weekend trips per year then those who plan in advance. This rising interest in weekend travel reveals an increase in the role of vacationers wanting authentic and new experiences. (SOURCE: Visit Florida, the state of Florida’s tourism marketing agency, Marketing Opportunity Analysis, 2005) According to Visit Florida, word of mouth was the largest source (71%) for people planning vacations. An official website was second (60%), travel articles was third (49%) and general websites was fourth (45%). More than 60% of travelers visit destinations they read about and 37% contacted a destination after reading about it. More than 50% visited an attraction, park or museum featured in the media and 48% have eaten at a restaurant that was profiled. (SOURCE: TIA’s Travel and Leisure Market Research Handbook, 2005) An emerging trend is the All-Girl Getaways, where more and more female bonding trips are being booked at places far away from home with no men in tow, according to Liberty Travel, one of America’s largest travel agencies. 5 The all-girl groups are booking destinations that offer a wide variety of accommodations, relatively easy access, female-friendly activities such as winery tours, spas, shopping and adventure. The getaways are opportunities to strengthen friendships while experiencing something new. Percentage SAPV&B Occupancy All Types 2000 2001 2002 80 75 70 65 60 55 50 45 40 ug us Se t pt em be r O ct ob er N ov em be r D ec em be r Ja nu ar y Fe br ua ry pr il M ar ch Ju ne A Ju ly M ay A SAPV&B Average Daily Rate $150 $140 $130 $120 $110 $100 $90 $80 $70 $60 Ja nu ar y M ar ch M ay Ju ly Se pt em N ov em r be r 2000 2001 2002 be *Most recent data available. Mid-Florida Marketing & Research, Inc. 6 $700,000 $600,000 $500,000 $400,000 $300,000 $200,000 $100,000 $0 SAPV&B Bed Tax Collections 2005 pt em be r O ct ob N ov er em b D ec er em be r Ja nu ar Fe y br ua ry M ar ch A pr il M ay Ju ne A ug us t Ju ly 2004 2003 2002 SAPV&B MARKET SEGMENT OVERVIEW MARKET SEGMENT CHARACTERISTICS The market segments for the destination give the VCB the opportunity to focus the message to the consumers’ interests and help generate visitation during shoulder seasons, which are August through January for SAPV&B. Of course, mid-week business in all but the strongest of months needs improvement. Couples Segment Characteristics Among the readers of Conde Nast Traveler, at least 50% of whom are seasoned romantic travelers, 83% explain the trend of traveling for romance as an opportunity to spend time alone with their partners. Almost 50% hope to rejuvenate an existing romance and a little more than 10% plan to propose or try to solve relationship problems. To make a romantic trip work, readers look for good weather, privacy and scenery. Luxurious accommodations and great food and wine are important, too. Se 7 Florida currently does not enjoy the same status as a highly desirable destination for couples seeking romance according to a survey of the top U.S. travel agents conducted by Modern Bride magazine. Florida was absent from the list of top ten overall destinations for: romance, sexy ambiance, trendy locales, seclusion, food, adventure, snorkeling and diving and culture. Florida did appear in three categories: affordability (ranked 3rd), beaches (ranked 9th) and nightlife (ranked 10th). (SOURCE: Visit Florida’s Marketing Opportunity Analysis, 2005) The wedding industry continues to change dramatically as the bride is more mature now and second weddings are more prevalent. The average age of a bride today is approximately 27 and the groom is 29. The driving factor in the wedding industry is now the destination wedding, where the entire wedding party travels. Of the 1.8 million weddings in the United States each year, 10% are destination weddings. According to TheKnot.com, the premier wedding planning website, 20% of weddings are in May and June, with the same percentage scheduled for September through October. Brides are now planning their own destination weddings and paying for them too. In 13% of the marriages in Florida, both the bride and the groom do not live in the state. (SOURCE: “Bridesmaid Revisited” Washington Post, Sunday, July 24, 2005; Visit Florida’s Trends and Forces Shaping Florida Tourism Today, 2001) Mature Adults Segment The mature adults segment is composed of 58 to 70 year olds living predominantly in the Southeast at the empty nesters and/or retired stage. The women make most of the travel decisions and there is a strong desire to avoid crowds. This segment tends to travel while school is in session and is on a fixed income. They may also be seeking discounted travel by traveling during non-peak periods. As mature adults move into retirement, their expectations are shifting toward education, self-improvement and in-depth authentic experiences. Destinations featuring golf, culture, heritage, active and nature-based experiences are in great demand. Trips taken by households headed by someone aged 55 or older tend to be longer than other market segments with 16% lasting seven or more nights away. The majority (53%) stay in a hotel/motel or Bed and Breakfast Inn on their trip. While four in ten stay at the homes of friends or relatives. (SOURCE: TIA’s Domestic Travel Market Report, The Mature Traveler, 2000 Edition) 8 Families Segment The families segment is and will continue to be a strong market for SAPV&B. More and more children influence the family’s decisions when choosing a destination. They participate in the planning and want participatory activities and unique programs. The new buzzword is KGUY, meaning Kids Grow Up Younger. Age-specific and age-appropriate behavior keeps downshifting. Kids have marketing power and “six-pocket income” meaning they have access to not only their parents’ incomes, but their maternal and fraternal grandparents’ incomes as well. While non-family households are growing twice as fast, family households are still 68% of the total. (Source: Visit Florida’s Trends and Forces Shaping Florida Tourism Today, 2001) Heritage Segment The heritage market traveler to SAPV&B is typically from the Eastern United States, aged 25 to 65 with a household income of $60,000 plus. They are actively seeking history-related experiences. More than half of the heritagebased visitors to St. Augustine are repeat visitors and the majority have some previous knowledge of the area. A majority of U.S. adult travelers (58%) include an historic activity or event on a trip during the past year. Approximately 30% visited a designated historic community or town. (SOURCE: TIA’s The Historic/Cultural Traveler, 2003; St. Johns County’s Heritage Tourism Study, 2002) One out of four (28.1%) of respondents to Visit Florida’s 2005 Culture, History and Nature-based Travel Among Visitors to Florida Survey, did not plan these activities before they left for their vacation. The study also found 44.4% of those who visited Florida in the preceding 12 months participated in historybased activates while on vacation. Nature Segment The nature market is continually growing especially with the success of Florida’s First Coast Birding and Nature Festival. The nature traveler to the area is typically between 35 and 60 years old, equally male and female and from the Eastern United States. They have household incomes at or above $60,000 with a strong interest in birding, hiking, nature and photography. They tend to be well educated, professional or retired from a professional career. Nature-based tourism has mainstreamed. However, more vacationers want it as part of the bigger vacation rather than for the entire vacation. 9 More than 70 million Americans currently watch or feed wild birds and that number increases every year. By 2020, an estimated 117 million Americans will participate in non-consumptive wildlife recreation, such as birding, outdoor photography, identifying wildflowers and watching wildlife. Nature, birding and wildlife festivals are increasing in response to this demand and there are now more than 230 major festivals taking place nationwide. (SOURCE: VCB Event Research, 2004 First Coast Birding and Nature Festival, Visit Florida’s Trends and Forces Shaping Florida Tourism Today, 2001) Meetings Market The early start of this year’s hurricane season and the four hurricanes Florida had in 2004 created negative perceptions of Florida among meeting planners and their key decision makers. More than 40% surveyed indicated that Florida was not being considered for future events as a result of hurricane fears. The same survey indicated that more than half said that only “seeing for themselves” would change their minds and encourage them to put Florida back into consideration. The short-term impact during the 2005 summer/fall season is not likely to be felt due to the longer planning cycle for meetings and convention business. The impact will most likely take effect in 2006. This negative perception comes at a time of increased competition for meetings and convention business. Tradeshow Week magazine coined the phrase “The Las-Vegasing of America” in the convention trade show market. (SOURCE: Visit Florida’s Marketing Opportunity Analysis, 2005) One in five North American meeting planners surveyed by the Orlandobased advertising agency Yesawich, Pepperdine, Brown and Russell expect to book more off-site meetings in the coming year. This represents a 16% increase among association meeting planners and 23% increase among corporate meeting planners. The corporate meeting planners also indicated they are likely to shorten the length of their meetings and replace larger meeting with one or more smaller meetings. (SOURCE: There’s Gold in the Meetings Business Again, HotelInteractive.com) The same study found that meetings trade publications are barely read by industry professionals. It found that the top listed magazine, Meetings and Conventions was only read on a regular basis by only 16 percent of the 169 meeting planners interviewed. The second highest read publication, Successful Meetings, had 9.5 percent regular readers and Meeting News was third with just over 7 percent of those interviewed. 10 Corporate meeting planners sited their key concerns when booking meetings are making the meeting agenda relevant (86%), hotel/resort convention services staff (77%) and hotel/resort room rate (75%). The study sites the key point as “In order to avoid price driven decisions, destinations must do a better job of differentiating themselves through more effective branding.” (SOURCE: Portrait of North American Meeting Planners, Yesawich, Pepperdine, Brown and Russell, 2004) Most corporate meetings are typically at full service resorts and bookings are generally finalized a year out. High Speed Wireless Internet is paramount and contingent for most meetings bookings. It was found that 80% of all decision criteria and interest in moving forward comes from the website. Websites are the new sales packet. Incentive Travel Market Companies spend more than $28 billion a year on incentive travel programs to motivate employees, channel partners and reward loyal customers. Promo magazine reported spending on incentives programs rose 6.4% in 2002, ahead of forecasts. (SOURCE: HSMAI’s 5th Annual Resort Management Conference Recap, May 2005) More and more companies are being selective as to how and to whom they offer incentives. The push is towards premiums with high-perceived value. (SOURCE: How Brands Boost Incentive and Recognition Programs, The Motivation Show, September 2005) The US travel market remains the largest in the world for incentive travel. Cost-cutting measures have hit incentive budgets hard. Many programs are held in destinations closer to the participants’ homes and the average number of participants per incentive group is shrinking. Incentive trip organizers are including more free time where the participant is responsible for their own expenditures. Incentive travel budgets are increasingly doubling up with the resources of other departments, for example, sales/training, to create “concentives: a combination sales meeting/incentive program.” (SOURCE: EIBTM’s Industry Trends and Market Share Report, 2003) The Sarbanes-Oxley Act (SOX) has not affected the incentive travel market. Corporate expenditures designed to motivate employees and, as a result, improve financial results that drive stock prices, should continue to be encouraged and paid for by a corporation. The corporations will have to document the travel better and planners will need more senior level approvals for the incentive. 11 For the most part, meeting departments are well prepared for SOX. The trend in the meeting management industry over the past couple of years has been to have legal and procurement departments involved. Meetings are such a large budget item, corporations want to get their hands around it. (SOURCE: MeetingsNet.com, March 25, 2004) SAPV&B MARKETING The key for marketing organizations to become a successful genuine brand is to focus on distinctive and relevant experiences that enrich the visitor and provide lasting and memorable impressions. A key objective should be to add value to people’s lives… it’s about benefiting the consumer and the more distinctive a brand is, the easier it is to communicate effectively to the consumer. Destination Brand Science, Duane Knapp & Gary Sherwin, IAVCB 2005 EXECUTIVE SUMMARY In 1997, the VCB began communicating our “brand promise” with the research driven campaign “A Unique Collection of Experiences.” Our publicity, advertising, website and even our sales programs were developed with a set of core messages designed to define the experiences and the experiential benefits our visitors could expect. Over the past eight years the campaign has evolved into “See Things Differently.” Recognizing that we can’t be all things to all people, the core messages have been tweaked over the years resulting in a more focused commutative set. We have from time to time, strayed away from the road map laid out in 1997. Sometimes it has been the results of research but too often it has been the result of distractions or outside events -- like wildfires and hurricanes. The VCB staff and contracting marketing agencies must constantly remind ourselves of that proverbial “when you’re up to your neck in alligators, remember that the mission was to drain the swamp.” 12 In the upcoming year, the VCB staff, advertising agency, and electronic marketing agency will pay extra attention on delivering a comprehensive – and coordinated – marketing effort, refocusing on our core messages and communicating those effectively. WHAT DOES THAT MEAN? Increasing efforts and resources on effective consumer & trade publicity including a SAPV&B specific New York media mission early in FY 2007. Actively pitching story ideas to national media. A new advertising campaign look with better focus and stronger messaging. Media selections built around the campaign. Three distinct websites – consumer, travel trade & VCB membership sites. Redesign for easier use by our customers. Pod casting, e-guides, school trip planning & destination wedding sections. Increase use of advertising alternatives (direct mail promotions, electronic marketing) A comprehensive suite of research projects to guide us in future marketing. A coordinated new product development program – Tapestries. An aggressive sales effort to reach meeting planners, tour operators, wedding planners and school teachers. STRATEGIC OBJECTIVES 1. Increase Shoulder Season & Mid-Week Visitation As an hotelier, the preferred method of increasing visitor yield may be to increase occupancy during the peak season, when the room rate is at its highest. If an hotelier, increases its business during the shoulder season it most likely will not have the same return as it would during the peak periods. We know there are some periods when people are just not going to travel. History has taught us that spending lots on advertising does not always equate to getting more visitors if they are not interested in traveling. When considering carrying capacities and the effect on a positive visitor experience, building business during our shoulder season (not the slowest and 13 not the busiest) makes more sense from a destination management point of view. Boosting business during the shoulder season will give tourism businesses across the board an economic opportunity without degrading the visitor experience due to traffic, long waits or over-crowded pedestrian areas. By understanding our visitor segments better, we can utilize our communication tools to address those most likely to visit during non-peak periods. The VCB will continue to focus its efforts on increasing shoulder season visitations in FY2006 through targeted media buys, interactive activities, publicity and sales efforts in the corporate, SMERF, association and group leisure travel markets. Market Segments Couples Mature Adults Families Heritage Nature Meetings Incentive Travel Primary Season VCB Efforts Will Focus Mid-week Sept. - Feb. & Mid-week June - August & Mid-week Sept. - Feb. & Mid-week April - Nov. & Mid-week Mid-week & Year Round March – July & Oct. – Nov. 2. Increase Visitor Yield & Average Length of Stay There are two VCB objectives closely related: increasing the average length of stay and increasing the visitor yield. By focusing on quality over quantity, we will monitor experiential satisfaction levels influenced by capacities and service quality. Through an increased average length of stay, the money spent by visitors will stretch further into the communities, maximizing the positive impacts of tourism. The VCB instituted a new reporting system for its inquiry reports, group bookings and publicity, which will be compared to quarterly Visitor Profile Reports. The new reporting system will help the VCB determine more precisely the origin markets by demographic market area rather than states and provide a more detailed look at the average length of stay and reason for visit. All of the VCB programs for the sales, communications and advertising are focused on the market segments that are known to produce a higher visitor yield and average length of stay. According to the VCB’s inquiry reports, which are a collection of the phone calls into the inquiry fulfillment house requesting more information on St. 14 Augustine, Ponte Vedra and The Beaches, the top inquiry markets for FY05 since May 31, 2005 are (58,000 inquiries total): Florida 20.29% New York 6.83% Georgia 5.12% Ohio 4.45% Texas 4.40% Pennsylvania 4.30% Illinois 4.18% North Carolina 4.08% California 3.72% This information would ideally be balanced with data detailing the VCB’s advertising penetration by state. This information tells us thus far that we have begun to create interest in the target destination markets such as New York, Ohio, Pennsylvania and the southeastern states. To measure the average length of stay, the VCB will compile visitor profile statistics, use the member provided research on occupancy and average daily rate and conduct conversion studies on the advertising effectiveness. (SOURCE: Visit Florida’s Pleasure Travel Patterns and Tourism Attitudes of Floridians, 2004) STRATEGIC POSITIONING STATEMENT St. Augustine, Ponte Vedra & The Beaches is beautiful in nature, bountiful in recreation and bold in its heritage. It is the charm of narrow brick streets and overhanging balconies in our Nation’s Oldest City. It is the relaxing pace of seaside communities along pristine beaches. It is the indulgences of luxury resorts and spas, world renown golf. It is a setting of beautifully-restored historic inns and distinctly authentic attractions all inspired by local artisans, writers, performers, sportsmen and those who just want to get the most out of life. 15 VCB STRATEGIES AND INITIATIVES The VCB strategies and initiatives are laid out in this section according to department: 1. Research 2. Sales 3. Communications 4. Interactive 5. Sports marketing 6. Special events 7. International market 8. Advertising. Each initiative will follow the VCB’s overall goals and objectives, position statement and marketing message. RESEARCH INITIATIVES The following research programs will help the Visitors and Convention Bureau develop its annual marketing plan and develop its long-range plan. Analysis of visitor trends to SAPV&B is paramount to understanding the needs and behaviors of the guests to the destination. The research initiatives will provide strategic information for attracting and servicing visitors to SAPV&B. Information obtained from the research programs will provide the Visitors and Convention Bureau with a better understanding of the destination’s market and its characteristics. All initiatives will attempt a statistically accurate sample with a margin of error at +/- .05% or better. St. Augustine, Ponte Vedra and The Beaches Visitor Profile 500 Samples per month Year Round Beginning October 1, 2005 Quarterly Reports with Sample of 1,200 A random intercept-sampling frame of personal interviews will be developed. Possible sites include beach locations, shopping areas, the Bay Front, campgrounds, hotels, resorts, Historic Downtown, Bed and Breakfast Inns and other points of interests to the visitors of SAPV&B. The Visitor Profile research will provide information on: 16 Points of origin Travel mode Primary trip purpose Primary destination Probability to return Analysis of visitor issues including: Overall experience evaluation Economic expenditures across six categories Accommodation type Party size Nights spent Reason for visit Activities participated in Trip planning Enjoy most Demographics including TIAs ‘traveling with’ segmentation Online Previous Visitor Satisfaction Surveys Year Round Annual Goal of 5,000 Utilize an on-line survey instrument as a credible and cost efficient method of data collection. Will use registration data collected from hotels to contact former visitors in order to measure their satisfaction with the facility, overall satisfaction, their propensity to return to SAPV&B and perceptions of quality and service. Special Event Research The VCB will conduct onsite research at particular TDC Funded Category II Special Events. Those events include: Spring Arts and Craft Festival April 22-23, 2006 Epic Celebration of Spring April 20-23, 2006 British Grande Illumination Dec. 2-4, 2005 Drakes Raid June 2-4, 2006 th Annual Greek Festival 8 Oct. 7-8, 2005 Celebrate Ponte Vedra May 5-6, 2006 Holiday Shops Showcase Oct. 28-30, 2005 Ponte Vedra Car Show May 14, 2006 Ponte Vedra Wine Festival Nov. 4-6, 2005 Concerts in the Plaza Every Thursday in the Summer Romantic Inns & Writers Tour May 6-7, 2006 Florida’s First Coast Birding and Nature Festival May 11-14, 2006 Survey festival visitors so management will gain an understanding of the methods for successful event planning and effective 17 advertising. Method will include analysis of registration data and return mail survey of festival participants. Gamble Rogers Folk Festival May 5-7, 2006 Survey festival visitors so management will better understand visitor behaviors and attitudes towards SAPV&B events. Methodology to include personal intercepts during all three-days of the event. Commercial Overnight Lodging Industry Reporting Systems Quarterly Reports Work with our industry members to develop and implement a reporting system that captures Average Daily Rate, Revenue Per Available Room (REVPAR), Occupancy and other determined industry indicators. Internal Community Relations Research Outline research activities currently utilized in SAPV&B. Goal is to develop relationship with members where they are also sharing their research and information with the VCB Jacksonville Port Authority & Airport Statistics Quarterly Compile and chart Jacksonville International Airport, Jacksonville Port Authority and St. Augustine / St. Johns County Airport inbound and outbound traffic, flight origin, service providers to the area and compile rental car surcharge tax receipts. Marketing & Advertising Research Phase V Monthly Analyze Phase V reports, commenting on best practices and reviewing advertising placed to warrant inquires percentage. Create executive summary from 60 page report. Collect and review distribution numbers for magazines to evaluate the effectiveness of the advertising. RESEARCH TRAINING/CONTINUING EDUCATION Travel Industry Association of America’s Marketing Outlook Forum October 26 – 28th 2005 Total Cost $ 2,000 Seattle, WA 18 The TIA Marketing Outlook is the annual educational forum that united travel industry leaders in a series of sessions providing the attendees with detailed projections related to: Industry segments Economic outlook Demographic changes Technological advances International inbound market. TIA Educational Seminar for Tourism Organizations (ESTO) St. Paul, Minn. August 19-22, 2006 Total Cost of Show: $1,500 ESTO is an educational conference specifically for tourism destination marketing professional at all levels. The focus on this conference is on leisure/travel for market research. Only employees of state tourism offices, convention and visitors bureaus, chambers of commerce and other non-state level tourism promotion entities are eligible to attend. SALES OBJECTIVES AND INITIATIVES DEVELOPING A TRADE SHOW STRATEGY Change. The travel industry is changing at breakneck speed. What is hot today is old news next week. The latest technology this month is being upgraded and re-tooled next month. Airlines offer incentives to book direct. Travel websites offer discounted rates. Official hotel websites guarantee the best rates. Travel Agents have to be creative to stay alive. Trade shows grow bigger and stronger or they disappear. The business procedures at tradeshows are changing. Information gathering and relationship building are the new actions rather than the old model of booking business. Meeting Planners are now doing their research on-line and have the ability to book group business on-line. And, it will continue change. The ability to sell and market to all of these diverse channels becomes more and more difficult. However, to be an effective sales entity in today’s marketplace it is necessary to be present in all mediums, from the Internet to 19 the tradeshows. Influencing the people that do business and being present when they conduct their searches is more important now than ever to sell effectively. As little as two years ago, the ROI model could be used very effectively to evaluate a tradeshow expenditure based on the number of leads a salesperson received at a particular show. With the shift in the paradigm of what now occurs at tradeshows, a different model of evaluation needs to be implemented. The goal is to get the attendees to search your destination after they leave the tradeshow floor. We have to build their trust as the experts on SAPV&B. Return on Objective (ROO) is the model that is most effective. Having clear objectives established and a business plan for each tradeshow is now necessary. Generating interest and energy on the tradeshow floor is a key component. No longer is it effective to stand behind the table in your booth and wait for the business. Relationship building, turning clients (leisure or corporate) to your website for business, marketing within the many on-line websites, takes the objectives of the organization and places a longer term value on the marketing dollars spent. Meeting Planners and Leisure Travelers are not going to tradeshows to book actual business, they do not collect and carry around brochures nor do they readily volunteer their personal information. What meeting planners are looking for at the shows is information on destinations and increasing their familiarity with destinations. They seek viable destinations for their known meetings and collect business cards and websites that can be easily carried and readily researched. Building rapport (although extremely brief on a tradeshow floor) increases the likelihood of future calls and relationship building exponentially. The one type of tradeshow that people feel more comfortable bringing their business to are those offered by their professional trade organization such as: Meeting Professionals International, American Society of Association Executives or Religious Conference Management Association. The feeling of belonging to a “like” organization gives the feeling of security much like doing business with someone you know and trust. The participants of tradeshows will collect business cards, website addresses, specials offers and names of people they meet. Therefore, we will now use a ROO model of objectives that are important to SAPV&B. 20 Each and every tradeshow will have a separate strategy to fit the profile of the attendees of the show. The plan will incorporate activities to generate interest prior to the show, the method for pre-selecting appointments (when available), clear objectives for each tradeshow, customized booth/table design, collateral (both internal and client-generated) and most importantly follow-up. A Master Calendar of tradeshow activity was developed (see attached calendar). The calendar gives the sales team the critical dates for each tradeshow and a set schedule for the following components: Identify member participation either with VCB or on their own Creation of a communications piece specific to the show itself Pre-solicitation research Pre-Solicitation via e-mail, direct mail and/or telephone Printing of the communications piece Creative preparation of the tradeshow booth and how we will work the tradeshow. This includes décor for the booth to generate attention, dress at the show, tabletop displays, give-away items and/or drawings. Shipping schedule so as not to incur overnight expenditures Travel dates Tradeshow dates Immediate follow-up of leads and contacts Follow-up with registration lists and Visit Florida lists of booth visits Database input and management of new contacts Our sales team will actively seek to identify the member’s goals for each tradeshow that they are participating in (whether in our booth or on their own) and assist in developing a similar return on objective for the tradeshow. This will begin prior to the show by determining special offers, need dates, décor in the booth, attire, meetings at the show, handouts and any other creative or business focused opportunity that may apply to target the particular audience the member is seeking. For FY2006 a new list of tradeshows was developed. A number of new tradeshows have been added and some previous shows were dropped based on low attendance or results. Opportunities exist for the members to booth share, which will reduce costs and allow the VCB to do more tradeshows. The VCB will also partner with Visit Florida to reduce trade show participation costs. The sales team has a new focus with clearly defined territories and goals allowing the VCB to target the business that the members want (see spreadsheet). The designation of consumer and leisure sales are still in place, however an outbound sales effort will be made toward corporate, 21 government and SMERF group business that can fulfill the weekday pattern for SAPV&B. Specific follow-up plans for each tradeshow both in direct mail as well as telephone follow-up will maximize the sales effort. SAPV&B On-Line Sales Presence The travel industry continues to move to increased on-line marketing and spends 20% or more of their marketing budget on-line. The top three trends that will impact future marketing strategies are: metasearch, which is a search engine that searches other search engines, viral marketing and permission-based email. Permission based email was the number one chosen method for receiving communication. (SOURCE: Connecticut University Tisch Center for Hospitality, Tourism, and Sports Management, reported by TripMedia Group 6/27/05) The majority of individuals are booking travel online, almost 80% according to Visit Florida. With the continuous growth in the Internet and online tools, we must allocate our sales and marketing dollars accordingly. Using trade shows, as the primary sales function is no longer enough. The St. Augustine, Ponte Vedra, & The Beaches Visitor & Convention Bureau will begin an online marketing effort targeting meeting planners and group planners. The opportunities on-line are numerous and growing virtually daily. Not only is destination research taking place on line, but also meeting planners are researching and booking groups on-line. As reported by Successful Meetings Magazine in their State of the Industry Report: 1) Use of the web as a planning tool has jumped from 41% to 55% in two years 2) The biggest jump is in booking meeting space online. 3) 54% of planners now book online compared to 17% two years ago 4) 49% of planners submit RFP’s online compared to 27% two years ago 5) 84% of meeting planners first gather information and articles online As reported by a recent meeting planner survey by RDI Marketing Services: 1) 89% of planners said they use online tools to search hotels 2) 86% of planners said they would be more likely to contact a hotel that has a virtual tour or extensive photo library. The top meeting planner websites have a subscription base of nearly 250,000 unique “active” subscribers that are able to book group business online. Many are third party meeting planners that book dozens of meetings and incentives each year. This group researches online; requests information online and submit RFP’s online. We cannot sell or market to them, if we are 22 not present where they are looking. See attached spreadsheet for the VCB’s online marketing campaign. MEETINGS & INCENTIVES MARKET INITIATIVES Florida Encounter Hollywood, FL Oct 30 – Nov 2, 2005 Target Market: Meetings and Incentives Objectives: Book all 33 appointment slots Generate 10 leads Identify a minimum of 10 additional area meetings from the networking sessions Create awareness of the destination to the international planners by distributing an additional 10 – 15 communication pieces developed for this tradeshow Previous Results: 2004 27 appointments out of 47 openings # of times attended: 3 Approx. Attendance Figures: Total Cost of Attending Show: $3,650.00 Florida Encounter is an appointment tradeshow organized by Visit Florida focused on the corporate, association, and incentive market. The meeting planners are from both the US and international markets that have been pre-qualified for Florida business. The show features two days of appointments in addition to networking opportunities. Appointments are set by requests both on the part of the supplier and the buyer. Upon the publication of the attendee list, we will request appointments with planners that have known business to the area followed by planners with the highest potential or geographic relevance. We will also be focusing on corporate and association meeting planners since they predominately book business in the preferred weekday pattern. We will also try to determine if the planners, primarily SMERF planners, have potential summer and winter programs to help fill our shoulder season. A number of our VCB members also participate in this show and we will make ourselves available for support and additional destination information. The Motivation Show (IT&ME) Chicago, IL rd Party Meeting Planners September 2006 Target Market: Incentive & 3 Objectives: 23 Meet a minimum of 100 meeting planners with viable business opportunities Generate 5 leads Build destination awareness to 75-100 meeting planners by distributing communication piece specially created for this tradeshow Previous Results: N/A # of times attended: none Approx. Attendance Figures: estimating 45,000 Total Cost of Attending Show: $4,795.00 This tradeshow is one of the 100 largest shows in the United States, and the largest incentive/motivation travel show in the world. Virtually every company and meeting planner that plans numerous or mid to large travel programs tries to attend at least one of the three days of this show. The Motivation Show is generally where suppliers roll out new advertising to planners, specials for the upcoming year, host large supplier sponsored events and receptions. Many top decision makers searching for new ideas and destinations typically attend the show as well. The visibility at this show will be a key component of our sales strategy. Since the Florida section of the tradeshow floor attracts a large number of attendees, we will share a booth with Visit Florida. MPI World Education Congress Dallas, TX July 9-11, 2006 Target Market: Group Meeting & Incentive Planners Objectives: Develop hit list of a minimum of 20 attendees’ with the potential to book Florida prior to show to contact for one-on-one meetings at tradeshow Secure a list of at least 25 planners with known business for Florida and potential for our area Generate 5 leads Previous Results: N/A # of times attended: none Attendance Figures: 70% of the 19,000 members attend, about 5,000 meeting planners Total Cost of Attending Show: $1,875.00 Renewal of our membership to Meeting Professional International is required and the membership must also enroll one meeting planner. Business potential for this membership and the WEC tradeshow, which is MPI’s largest show every year, is excellent. The member meeting planners of MPI plan more than 700,000 group meetings and incentives each year. Members represent 71 of the Fortune 100 top companies and 94% of MPI members prefer to buy from other MPI members. The ability to meet and talk to the actual buyers and decision makers is 24 excellent at this show since they limit it to 550 suppliers. As with the Motivation Show in Chicago, booth sharing with Visit Florida will help SAPV&B achieve a higher level of attraction. Registration lists are published and updated constantly on MPI’s website. Pre-mailings and phone calls for personal meetings and appointments are much easier to achieve and with a higher rate of success. Follow-ups to this show should also see a higher rate of success with the professed “like” MPI membership foundation. Quest (HSMAI) Atlanta, GA October 18, 2005 Target Market: Group Meeting Planners Objectives: Fill all 47 appointment slots with meeting planners who have Florida business Identify a minimum of 10 actual meetings and incentives for the area Generate a minimum of 25 new contacts with the propensity to book Florida Previous Results: N/A # of times attended: 3 Attendance Figures: 350 Total Cost of Attending Show: $3,395.00 HSMAI (Hotel Sales & Marketing Association International) runs eight “Quest” meetings per year in different cities around the country. We have chosen to attend the meeting in Atlanta due to the proximity and the focus we will be taking on selling to the corporate meetings market in Atlanta, which as a drive market has large potential for us. Meeting planners are pre-qualified and appointments are set by requests both on the part of the supplier and the buyer. We will request appointments with planners that have known business to the area followed by planners with the highest potential or geographic relevance. We will also focus on meeting planners that predominately book business in the preferred weekday pattern such as Corporate and Association. We will also try to determine if the planners, primarily SMERF planners, have potential summer and winter programs to help fill our shoulder season. Over the past decade, the Meetings Quest trade shows have been considered by both suppliers and planners to be the most productive one-day events in the industry with a consistent buyer to seller ratio of 3:1, featuring 60-75 exhibitors and 300-350 planners. Destination Showcase Washington, D.C. March 2006 Target Market: Meeting Planners & Incentive Buyers Objectives: 25 Reach 10 planners prior to the show that are searching for destination information and meet with them one-on-one Identify a minimum of 10 actual meetings and incentives for the area Generate a minimum of 25 new contacts with the propensity to book Florida Previous Results: # of times attended: 1 Approx. Attendance Figures: N/A Cost of Attending Show: $3,220 A high profile tradeshow and educational conference which attracts meeting planners from Association (34%), Government (3%), private business sector (30%) and independent and third party organizations (32%) to meet solely with Convention and Visitor Bureaus. This allows clients to research and talk about destinations and what it has to offer to their meetings and incentive programs. The tradeshow sponsors encourage meeting planners to bring their “Requests for Proposals” to the show. For every RFP a planner brings they are entered into a Grand Prize Drawing. Over 70% of the attendees bring at least one RFP to the show and 67% of the clients at this show plan six or more meetings per year for their respective organizations. Our members can accommodate 71% of the meetings planned by these organizations. The shows education seminar allows attendees to earn points toward their Certified Meeting Planner designation. This show will allow us to pursue the midweek meetings market and identify organizations with shoulder season business. Meetings and Incentives Sales Missions Sales Missions will be conducted regularly throughout the year. The goal of these missions is to conduct personal sales calls to corporate meeting planners and third party meeting planners in the cities that are being focused on with the outbound sales effort. These sales missions will generally follow a vertical industry segment as the sales effort is focused towards that segment. For example, Jacksonville in October will focus on Insurance meeting planners and their agents that assist in the planning of these meetings/incentives. For the upcoming year, six to eight sales missions will be planned and the cities of focus will be Jacksonville, Atlanta, and Raleigh Durham. Other high profile feeder cities that may develop throughout the year can be added if the volume of leads warrants the sales mission. Tentative Schedule for FY 2006 October 2005 Jacksonville November 2005 Jacksonville January 2006 Atlanta 26 March 2006 May 2006 September 2006 Raleigh Durham Atlanta Raleigh Durham Meetings and Incentives Destination Education Tour For the most part, meeting planners and incentive planners travel so much during the year, additional travel offered in the form of DET’s is not readily sought after. This is especially true when it comes to traveling as a group. These planners are generally accustomed to high profile treatment. The budget used for DET’s in the meeting and incentives area will be focused on: 1) Bring in pre-qualified meeting planners that a have a legitimate piece of business large enough to substantiate the expenditure or has numerous pieces of business that can potentially be placed with SAPV&B. 2) Using special events as the catch to bring in meetings and incentive clients that have the propensity to book business with SAPV&B and be leveraged by the special event. PRODUCT DEVELOPMENT AND COLLATERALS MyFloridaMeetings.com In addition to our outbound sales effort and tradeshow focus, re-tooling our Meeting Planner section of our website is a priority. The site, www.MyFloridaMeetings.com, will be upgraded to reflect the SAPV&B brand. The focus will be two-fold: expediency and special offers and/or announcements. A planner is looking for meeting space capacity, then room accommodations, followed by a section, which will summarize four and five features of the properties. These include high speed Internet, facility features (golf, beach, spa), catering and restaurants. Collaterals The final area of focus for the meetings and incentive markets will be communication pieces and collateral material. For tradeshows, one to two page custom pieces will be developed in conjunction with our member hotels to offer special meeting packages, hot dates, hot rates themes and any other special or announcements that pertain to this market. Collateral pieces will be done for each show with updated rates, dates and special offers to distribute to meeting planners and will also be used for mailings on a bi-monthly or quarterly basis. 27 GROUP TOUR, ASSOCIATION AND FIT MARKET INITIATIVES AMERICAN BUS ASSOCIATION (ABA) Annual Convention Nashville, TN February 3-8, 2006 Target Market: Group Tour Operators Objectives: Contact 45 tour operators Distribution of destination profile sheet or area update to 35 operators 25 requests for additional information 15 requests for Tapestries program information Generate five accommodation leads Addition or expansion of SAPV&B to 3 operator programs over next 12 months Previous results: 2003 – 45 contacts, 11 leads # of Times attended this show: 2002, 2003 Previous Attendance: 2005 was 552 buyers; 291 taking appointments Total cost of attending show: $2,326, membership $475 ABA and NTA (National Tour Association) are the two dominant tour operator shows in this industry. We alternate and attend one each year to ensure maximum exposure. This organization continues to provide excellent quality tour operator contacts. With more than 950 tour and motorcoach company members, many offering programs that include specialty tours, we will be marketing our new TAPESTRIES program. This will help us reach new and growing specialty groups and travel clubs. The VCB can submit 66 requests for appointments at the show, which result in an average of 25-30 scheduled appointments. Additional contacts are made during networking opportunities and other scheduled events. To determine our appointment preferences, we will research operators using our database, ABA operator profiles and actual operator programs found online. In addition to specialty groups, we will target companies with the potential to bring groups during weekdays or shoulder months (January, July, August, December) and those with higher income groups. We look for new companies, those with previous interest in the area, operators currently going to destinations like Orlando or Savannah that might easily add SAPV&B as an overnight, and those who currently stop but do not overnight in the area. ABA gives tour operator requests first preference. 28 GROUP TOUR DESTINATION EDUCATION TOURS TAPESTRIES OF OUR NATION’S OLDEST CITY APRIL 2-6, 2006 Target: Group tour operators and specialty/affinity group travel planners, possibly some SMERF or meeting planners. Objectives: 7-10 participants Collect planning profile from each participant Include 5-7 Tapestries activities in the agenda 4 requests for additional Tapestries information or resource binders 6 requests for additional information on the area 4 bookings over next 12 months that include Tapestries activities Total cost: $1,500 (does not include accommodations or transportation to area) In line with the expanded promotion of the new Tapestries program in FY ’06, the VCB will host its second destination education tour focused on the promotion of Tapestries’ unique group experiences. The first such program held in June 2005, was very well received by tour operators as a fresh way to target emerging niche markets, specialty and affinity groups, and to freshen up existing programs to our area. We anticipate a minimum two-night/three-day program, providing firsthand experience of actual Tapestries activities that operators can sell to their groups. Operators with interest in the Tapestries program are invited from a base of contacts made at shows and through day-to-day solicitation. Selection may include those new to the area and those currently planning travel to the area, but interested in adding Tapestries activities to their programs. A basic qualifying form is completed and returned to the VCB by each prospective participant prior to the DET, and provides basic planning information on each company so the VCB, presenters and participating members can focus on how best to sell to the participating operators. The seven categories of the Tapestries program directly target younger adults in their 30’s and 40’s and active adults in their 50’s and 60’s. This sector looks for more flexibility, more educational/interactive activities, and for special interest programs. 29 GROUP TOUR SALES MISSION ATLANTA SALES MISSION September 2006 Target market: Tour operators (if Miami – include receptive operators), AAA offices, travel agents booking group travel, possibly some group travel planners and/or meeting planners. Objectives: Sales calls to 30 new contacts; 5 current contacts Gather planning profile information on 90% of actual calls Develop awareness of area to result in 20 requests for additional information 5 accommodation leads Approximate attendance: 5 VCB members Estimated total cost: $1,500 This annual leisure travel sales mission will be based on sales calls in either Miami or Atlanta, both of which have strong potential for travel to this area. Miami has a natural tie to the area with its heavy Hispanic population. These calls would include visits to receptive tour operators who work with local and inbound Latin visitors. The Atlanta area tends to provide smaller and more upscale groups. A location will be selected by the end of May 2005, based on member preference. VCB members will be invited to participate in the planning, telemarketing to pre-qualify calls and the actual mission. Calls will be pre-qualified by the group using the VCB database, NTA, ABA profiles, online search engines and selected based on estimated potential and general logistics. We estimate 4 nights and 5 days, including travel days. Members are welcome to add contacts. SAPV&B will be promoted as a destination with much to offer to a variety of leisure travelers and groups within a 5-6 hour drive. VIRGIN HOLIDAYS DESTINATION TRAINING Crawley, West Sussex, UK March 2006 Target Market: Virgin Holidays reservation, PR & product development staff Objectives: Provide destination training for all reservation agents and PR staff to increase awareness and aid in increased bookings to SAPV&B Generate interest in 5-10 reservations staff for a DET to area for firsthand experience Approximate attendance: 50 reservation agents Total Cost of Activity: $2,940 US 30 Destination education for Virgin Holidays’ primary reservation staff, to maximize bookings for contract hotels and services being promoted for the first time in the 2nd Edition brochure, November 2005 for January 2006 through March 2007. The VCB will coordinate planning with Virgin Holidays to select the best time to introduce the area to staff members in conjunction with the product launch in late November 2005. Contract hotels will be invited to participate at their own expense, plus shared cost of the presentations. European countries, including the UK, have a base of 6 weeks paid vacation, plus national holidays resulting in more frequent travel and expendable income. Virgin Holidays’ client base is largely younger adults in the 25-50 years range. This age group likes to explore and experience activities and events on their own, and have expendable income. Virgin Holidays estimates an average length of stay in our area of seven nights. NOTE: Pending hotel contracts in the fall of 2005, SAPV&B will be offered in a multi-page display of the late November issue of Virgin Holidays 2006 brochure. One page will promote the destination, then each contract hotel will have one full page of space. The VCB has been pursuing Virgin Holidays since Pow Wow 2002, with the goal of product (accommodations contracts) inclusion in their catalog. RECEPTIVE SERVICES ASSOC. OF AMERICA ANNUAL MEETING (FORMERLY ITSA) South Florida January 11-13, 2006 Target Market: Florida, New York, California offices of large international receptive tour operators whose international travelers come largely from the UK, Central and South America and Europe Objectives: Contact 10 receptive operators Collect new or updated planning profiles from each Build awareness to generate 5 requests for information Two leads or addition or expansion of SAPV&B to 2007 programs Previous results: 16 contacts; 2 leads VCB’s Previous attendance: 2003, 2002 Approximate attendance: 16 receptive tour operators; est. 60 people Total cost of attending show: $1,212, membership $405 One of the most effective means for the VCB to capture the international traveler is through US receptive operators who book and package programs sold to international operators. RSAA’s annual conference provides a means to interact one on one with receptive 31 operators already working with major international companies. It provides industry updates on international markets, networking functions and scheduled (shared) appointments with receptive tour operators. The VCB’s focus will be on general education for those not already including SAPV&B, and promotion of new niche market programs that target the operator’s client interests (nature/adventure, spas/golf, arts and culture, etc.) This show is generally 1-1/2 days. Most of this market is FIT based, with some group travel. ITSA (Florida based) and RSAA (NY based) merged in 2004, and should provide access to additional receptive operators at the 2006 meeting. FLORIDA HUDDLE Ft. Lauderdale, FL January 29-31, 2006 Target: Domestic and receptive tour operators featuring Florida product Objectives: Contact 25 tour operators Collect planning profiles for each contact Generate interest to result in 15 requests for additional information Five accommodation leads Addition or expansion of SAPV&B in two operator programs Previous results: 39 contacts; 1 immediate lead; addition/ expansion to 14 operator programs Approximate attendance figures: Total cost of attending show: $3,062 (assumes registration share with one member) Florida huddle is a pre-schedule appointment trade show, targeting only those tour operators who sell Florida as a top destination. It includes a mix of international tour operators, receptive operators selling to international operators and incentive buyers. This provides a very focused target group and top-level contact within each company. Their business is focused on international inbound travel from the UK, Western Europe and Latin American countries. Appointments are selected from previous contacts interested in SAPV&B, new contacts in major feeder markets for Florida, and those who have limited product in the area that might expand to increase length of stay or volume. The VCB database, online attendee profiles, and tour operator online programs are all used for researching appointment requests. As noted above, international travels have more leisure time, travel more, stay longer and have more expendable income. Visitation often peaks in shoulder months and stays extend through softer weekday periods. The Ft. Lauderdale location this year makes this a cost- 32 effective show for the VCB and repeating this show in FY ’06 allows us to build on last year’s positive results. Florida Society of Association Executives Annual Conference Location July 12-14, 2006 Target Market: Association Executives/Meeting Planners Objectives: Contact 35 meeting planners Collect planning information for 25 Generate interest to result in 20 requests for additional information Distribution of collateral to 50 planners Previous results: N/A Approximate attendance: N/A Total cost: $1,842, membership $175 This state association provides the opportunity to meet and network with a targeted group of Florida state association executives and decision makers booking business within the state. The program schedule includes educational seminars, networking functions, a new marketplace, industry updates and a golf outing. Though often rate sensitive, association meetings typically begin or end with a weekday and extend through the weekend. In recent years, participants have begun bringing family along and extending their visit beyond the actual meeting dates. This in turn provides additional revenue on softer weekdays and offsets the reduced rate on busy weekends. The VCB will be placing greater emphasis on the association market in FY ’06, and focusing on creating awareness and generate solid interest in SAPV&B as a viable meeting destination, offering both resort/spa/golf/beach locations during value periods (shoulder season, weekdays) as well as more moderate priced venues for smaller meetings. In addition, we will focus on the variety and volume of activities for families and an extended stay. A pre-conference promotion will be used to increase the contact base at this annual event. Tallahassee Society of Association Executives Annual Education Day & Trade Show Tallahassee, FL October 19, 2005 Target Market: Tallahassee Assoc. Executives/Meeting Planners Objectives: Contact 25 meeting planners Collect planning information from 15 33 Generate interest to result in 20 requests for additional information Distribution of collateral to 40 meeting planners Previous results: N/A Approximate attendance figures: N/A Total cost: $1,112* (includes sales calls on both travel days), membership $70 *Assumes registration/exhibit costs split with one VCB member As the seat of Florida government and home to many Florida associations, this organization provides an even more targeted audience of association meeting planners, actively planning meetings within the state. This annual event includes educational programs, a trade show and provides opportunities to meet and build relationships with association executives and planners. The VCB will focus on both reestablishing previous contacts, meeting new contacts and promoting the area as a viable meeting destination with a variety of venues and a wealth of opportunities for unique activities to enhance programs, provide spouse or family free-time activities and to extend attendee visits. A pre-conference promotion will be used to increase contact base during this annual trade show. TSAE Monthly Association Meetings Tallahassee, FL Target Market: Tallahassee Association Executives/Meeting Planners Objectives: Meet and build a working relationship with meeting planner members through repeated monthly contact. Contact two new planners each meeting Generate interest resulting in 2 requests per meeting for additional information Previous results: N/A Approximate attendance figures: Est. 20 planners Total cost of attending monthly meetings: $2,004 annually TSAE Sponsorship of Monthly Luncheon Tallahassee, FL April 2006 Target Market: Tallahassee Association executives and meeting planners Objectives: Showcase SAPV&B through sponsorship and presentation at luncheons Generate interest resulting in 25 requests for additional information Contact 6 new planners Previous results: N/A Approximate attendance: 150 people (planners and suppliers) Total cost of sponsorship: $4,500 34 ASAE Annual Meeting & Expo Location TBD Share with VFL August 19-22, 2006 Target Market: Association Executives/meeting planners Objectives: Establish contact with 50 meeting planners Contact 15 known planners prior to conference for One-on-One meetings. Generate 35 requests for additional information Previous results: N/A Approximate attendance: 2,500 planners Total Cost: $4,208, membership $375 This annual show provides a broader spectrum of association executives and meeting planners than FSAE or TSAE, by reaching national associations. The meeting and exposition offer educational seminars and networking opportunities to meet new planners and to create an awareness of the area as a desirable meeting destination within easy reach via Atlanta, Jacksonville, Daytona or Orlando. We will also promote the variety of desirable venues available and the opportunity to experience the Nation’s Oldest City with other participants and families. By sharing with Visit Florida, participation becomes more affordable and we increase our exposure and benefit from additional Visit Florida contacts during the show. PRODUCT DEVELOPMENT AND COLLATERALS Objectives: Provide unique experiences for emerging group leisure sub-markets Meeting and incentive planners for free time, spouse programs and accents to special events Military reunions, church and school groups as accents to traditional activities A collection of approximately 50 unique group experiences not generally available to the public, grouped into seven interest categories. These activities are used to meet the needs of emerging niche markets, the changing focus of tour operator marketing efforts and independent specialty and affinity groups. Though promotion is initially to the group leisure market, promotion will be expanded in FY ’06 to include wedding, reunion groups and meeting planners. TAPESTRIES OF OUR NATION’S OLDEST CITY PROGRAM 35 Activities are appropriate for groups of four to 60 people depending on the activity and provide unique, first-hand or hands-on experiences that are fun, educational and entertaining. TAPESTRIES Presenter’s Semi-Annual Meetings November & April Provide an opportunity to build continued loyalty and enthusiasm for the program among its presenters. Suggest word-of-mouth referrals for recruitment of additional activity presenters. NEWS TO USE Quarterly email to target markets, including group tour operators, group travel planners and direct to related specialty and affinity groups. Appropriate media contacts to be included. RESOURCE BINDER Est. annual distribution: Binder - 400, DVD – 125 We will produce the resource binder providing 4-color presentation of activities, pricing and booking information. Transfer materials to a DVD for planners who prefer electronic presentations. This binder is used to promote the program and is the fulfillment piece. It provides in-depth information on activities, costs and booking. VCB WEBSITE PROMOTION: Development of VCB website pages to promote TAPESTRIES, featuring a required log-in, basic contact information and development of a database for this program. The site would offer limited information and drive the viewer to contact the VCB directly for a resource binder that includes descriptions of the activities, as well as pricing and booking information. The annual TAPESTRIES Destination Education Tour can be advertised here as well. ITI MARKETING/DESTINATIONS2DISCOVER WEBSITE: www.destination2discover.com Objectives: “Marketplace” allows viewers’ to request additional information on accommodations, restaurants, attractions and services, thus generating leads for VCB members and tracking for VCB staff. “E-Learning” provides online destination training through a four-session program designed and updated periodically by the VCB. This new 36 tool can be used as a requirement/pre-qualification for DET participants. Cost: $15,000 Our “Destination Planner” on this site provides information in a suitable format for group travel planners and operators (group and FIT) not available on the VCB website. By providing links to local receptive operators and to tour operators currently offering programs that include SAPV&B it becomes easier for viewers to book travel to the area. It focuses on activities and experiences a minimum of three months out to enable planners and online visitors to incorporate them in upcoming visits to the area. We also use this site to promote Destination Educational Tours, the Tapestries program and to generate viewer interest. The “D2D” site is promoted via email, direct mail and through contacts at shows and conventions throughout the year by ITI Marketing and the VCB. Editorial, features and tips change monthly, providing up-todate information and tips on visiting the area. GROUP TRAVEL PLANNER Target market: Tour operators, leisure group travel planners Est. annual distribution: 400 copies, printed in-house Our Group Travel Planner is the primary resource tool on the area for those planning leisure group travel to the area. Each year we update, redesign the cover and make some format changes to give it a fresh look and reason for group planners to stay in touch and request a new version. Printed in-house, distribution will remain only to tour operators and group travel planners. We will review a possible conversion to the VCB website in a secured area with log-in for database development and/or transfer to CD. UPDATED SAMPLE ITINERARIES Target market: Tour operators, group leisure travel planners Estimated annual distribution: 150 copies Some of the existing sample itineraries will be reworked to include the suggestion of TAPESTRIES activities and printed in-house in color for mailings and show distribution. DESTINATION PROFILE SHEETS AND UPDATES Target market: Tour operators, group leisure travel planners Estimated annual distribution: 500 copies 37 In the case of ABA and NTA, only these profile sheets and business cards are allowed on the marketplace floor. No other collaterals can be distributed. They are also used in email, direct mail and trade shows to provide a general overview or update on the area for leisure group planners. Generally a two-sided sheet is designed or updated and printed in house as appropriate. BUS DRIVER’S GUIDE TO SAPV&B Target market: Charter motorcoach companies, tour operators and group travel planners. Estimated annual distribution: 300 copies This guide premiered in early 2005 and is used to assist motorcoach drivers navigate the historic district, providing information on loading, parking, wash and dump locations as well as general directions around the county and basic contact information. SALES PROMOTIONAL VIDEO Target market: Tour operators Estimated annual distribution: 250 copies This video is used for tour operators and/or group planners to present to prospective groups/clients and is shown on motorcoaches. VCB PHOTO CD Target market: Group and FIT operators, receptive operators; both domestic and international Estimated annual distribution: 100 copies This tool is most requested by larger domestic, receptive and international tour operators adding or updating SAPV&B copy in their brochures, flyers and online to help promote sales of travel programs to the area. “WHAT’S NEW” QUARTERLY EMAIL UPDATE Our e-newsletter will continue in its fourth year as a means of providing updates on the area, interesting tidbits for copy or escort notes and to generate overall interest in SAPV&B. There are an estimated 240 leisure group planner contacts on the current distribution list. 38 CONSUMER AND GOVERNMENT MARKET INITIATIVES GEORGIA BRIDAL SHOW Atlanta, GA Jan. 8, 2006 Target Market: Consumer Objectives: Generate 15 destination wedding leads Distribute vacation planners to 1500 consumers Generate interest in SAPV&B for future leads by producing and distributing a brochure specific to destination weddings, honeymoons and romantic getaways. Distribute a minimum of 100 of these Previous Results: 2005 5 leads to date, 2004 14 leads, 2003 12 leads # of times attended: 3 Approx. Attendance Figures: 8,000 consumers, 900 registered brides Total Cost of Attending Show: $1,450 The Georgia Bridal Show is held at the Cobb Galleria, an elite suburb of Atlanta. The show typically attracts higher income brides and mothers in a major drive market for SAPV&B. This show has traditionally produced multiple destination wedding leads for SAPV&B, resulting in an average of fourteen room nights, Wednesday – Sunday and during the months of June & July when business starts to slow for the season. A pre-mailing of postcards announcing SAPV&B participation at the show will be sent to consumers in the Atlanta area who inquired on romantic getaways. ADVENTURES IN TRAVEL EXPO Feb. 10-12 2005 Washington, DC Target Market: Consumer /Travel Agents Objectives: Make Contact 25 travel agents at the show Distribute vacation planners to 1,500 consumers Create a custom brochure for this tradeshow and distribute to a minimum of 100 potential clients Previous Results: N/A # of times attended: N/A 39 Approx. Attendance Figures: NY 22,000; DC 17,000 Total Cost of Attending Show: NY $4,059; DC $3,904 Adventures In Travel Expo is a series of tradeshows targeting the active traveler who is looking for nature-based activities, cultural and outdoor activities. SAPV&B will promote the First Coast Birding & Nature Festival and nature based activities such as kite surfing, windsurfing, surfing, kayaking & sailing. This show is heavily publicized through radio, newspapers and other mediums targeting the adventure travel niche market in the NYC and DC areas. By participating with Visit Florida SAPV&B will maximize exposure and generate destination awareness to a higher number of individuals. According to Visit Florida’s 2005 Cultural, Historical and Nature Travel in Florida survey, Nature based activities were enjoyed by 67.9% of respondents that took a trip to Florida in the past year. Of those, 45.8% planned the trip so that nature-based activities would account for the majority or some of the time. A pre-mailing of postcards announcing SAPV&B participation at the show will be sent to consumers in the NYC area who previously showed interest in SAPV&B. RELIGIOUS CONFERENCE MANAGEMENT ASSOCIATION San Jose, CA Jan. 31 – Feb. 3, 2006 Target Market: Consumer/Meeting Planners Objectives: Make contact 15 meeting planners during the trade show Distribute vacation planners to 2000 consumers Generate interest in area by the creation of a custom brochure offering special rates for need periods for future leads. Distribute to 100 potential clients Previous Results: N/A # of times attended: N/A Approx. Attendance Figures: 350-400 Total Cost of Attending Show: $2,656 The Religious Conference Management Association's annual World Conference and Exposition is a major gathering of meeting planners who specialize in the religious conference segment of the meetings market. The program combines educational components as well as a tradeshow. These planners schedule multiple types of programs ranging from upscale to economy. SAPV&B will focus on promoting accommodations offering the desired programs such as and can accommodate the target market of under 200 peak rooms during low 40 demand periods. By participating with Visit Florida SAPV&B will maximize exposure to this elite group and produce a higher yield for the mid-week business. A pre-mailing of postcards announcing SAPV&B participation at the show will be sent to consumers in the San Jose area who previously showed interest in SAPV&B. ATLANTA CAMPING & RV SHOW Atlanta, GA September Target Market: Consumer Objectives: Distribute area camping guides to 1000 consumers Previous Results: 2004 4 leads # of times attended: 1 Approx. Attendance Figures: 18,000 Total Cost of Attending Show: $1,400 Consumers attending this show come from Georgia, Florida, Alabama, the Carolinas and Virginia come prepared to make travel plans at the show, which targets RV travelers that have both the discretionary dollars and time to visit destinations. The RV travelers tend to travel year round and will return year after year. SAPV&B will continue to build awareness and promote the area as a year round destination with multiple outdoor activities. Exhibitors of the Atlanta Camping & RV Show are promoted via advance mailings. In addition, SAPV&B will mail postcards to individuals in the target areas inviting them to visit us at the show. As an incentive, SAPV&B will offer a camping giveaway that will include tickets to the First Coast Birding & Nature Festival for those individuals bringing their postcard to the show. SGMP – TALLAHASSEE CHAPTER Tallahassee, FL Quarterly Target Market: Govt, SMERF, Assn Objectives: Distribute 20 Meeting Planner Guides per quarter Identify a minimum of 5 meeting planners per quarter with business for the area Create a special brochure identifying when “per diem” time periods can be booked the and associated hotels. Distribute with Meeting Planner guides as they are identified with a minimum of 20 per quarter Total Cost of Attending Show: $500 41 The Tallahassee Chapter of SGMP offers multiple state and national government continuing education programs. Members of the Tallahassee chapter include The Florida Bar Association, FL Department of Children & Families, FL A&M University, FL Department of Health, Department of Corrections, FL Department of Labor& Employment Security, Division of Safety, FL Jobs & Benefits, FL Parks & Recreation, Dept. of Transportation, Office of Civil Rights, State Construction Office & FL Department of Law Enforcement. SAPV&B will attend quarterly meetings to generate leads for SAPV&B by creating a greater awareness of the choices for meeting planners in the area. Each month SAPV&B member representatives will be offered the chance to work the registration desk and make a presentation about their property. FLORIDA WELCOME CENTER VISITS Yulee, FL October, December, February, April, June, August Target Market: Consumer Objectives: Distribute vacation planners to 300 consumers Generate accommodation arrangements for last minute travelers by including accommodation members on the visits Total Cost: $500 (approximately $100 per trip) The I-95 Yulee Florida welcome center has the greatest capture rate for last minute travelers who have not made reservations. SAPV&B will initiate and organize a series of opportunities for members at the Official Florida Welcome Center where members will offer discounts for immediate bookings. DESTINATION EDUCATION TOURS Wedding Planner DET August / September 2006 Target Market: Destination Wedding Planners Total Cost: $2,000 Showcase SAPV&B to 20 potential destination wedding planners. Attendees will be chosen by the number of destination weddings planned per year Wednesday – Sunday, and based upon their standing with the American Bridal Association. Planners will see first hand weddings in Ponte Vedra Beach, World Golf Village, the Beaches and the Historic District by attending during a wedding. Teachers DET July 2006 Total Cost: $2,000 Target Market: Teachers in SE Region 42 An Educator DET of 20 teachers will be conducted in the summer of 2006 to generate further interest in over night stays with student groups. The Tour will focus on historic landmarks, museums and activities educators typically use when on a student group tour. To determine the target audience, members will submit their areas of interest in Florida and Southeast GA. Tour participants will be pre-qualified and invited based on their authority to make decisions for out of town field trips and multiple over night stays. As part of the selection process, teachers will be required to take a four session training program as seen on www.destinations2discover.com. PUBLIC RELATIONS/COMMUNICATIONS OBJECTIVES AND INITIATIVES The overall goal of the VCB’s communications efforts is simple: work closely with the mass media to increase brand awareness of SAPV&B resulting in increased consumer and trade selection of SAPV&B as a vacation or meeting destination. Although the goal may seem simple, the strategy for reaching it is complex. Today’s media are designed to reach both extremely large and diverse audiences, as well as small, closely defined audiences that heavily influence consumer decisions. To be effective, our communications strategy must be broad enough to reach general audiences but also extremely focused to insure that our story is told to the specific audiences whose decisions hold the key to success of the VCB’s total marketing effort. In FY 06, much of the communication program’s effort will focus on successfully targeting key media with materials that are custom-designed to appeal to the targeted audience. In addition, our use of a variety of specialized research tools will enable us to personally contact the “gatekeepers” who are largely responsible for determining what is and isn’t disseminated by the media. This approach is based on experience that has shown that well-designed media outreach tools are of little value if they do not reach the appropriate gatekeeper at the optimum time while providing a pertinent message. The following pages provide details on our planned efforts to both define our media targets and to hit these targets with materials that tell our story in a positive and compelling manner. 43 In addition, the VCB communications program will continue to expand our abilities to effectively communicate with our membership and the local tourism industry. As described elsewhere in this plan, these ”internal” communications efforts are intended to both maintain and enhance the tourism community’s understanding (and, hopefully, appreciation) of our work, as well as for us to better understand the attributes and needs of the local tourism industry. Setting Benchmarks The VCB tracks print media exposure through the use of two commercial news clipping services -- Florida Newsclips Services and Burelles Luce National Newsclipping Services. On a monthly basis, these two services provide hardcopy clippings of virtually every tourism-related article that makes mention of SAPV&B. Each clip comes with information on where the story appeared and the number of readers who can reasonably be expected to have read it. Tracking these clips and the readers, each of which is defined as an “impression,” provides an accurate picture of the extent and timing of print media coverage of our destination. In addition, a monetary value of the coverage can be determined by using an industry standard that equates editorial or “free” media coverage with “purchased” advertising space. In addition to the two news clipping services previously mentioned, the VCB tracks daily on-line news clips that are results of news articles published in daily newspapers that are available on-line. In FY 04, print media coverage of SAPV&B totaled 111,660,227 impressions with an estimated value of $3,796,452. Through the first six months of FY 05, impressions totaled 58,854,962 with a value of $2,017,538. The goal for the year, as established in the FY 05 marketing plan, is 115,000,000 impressions. In FY 06, the VCB communications team will implement a new and expanded tracking program that will log and report print media impressions not only on the basis of impressions and value, but will also categorize clippings and impressions by feature, news or event calendar coverage as well as by the publication’s reach – local, regional or national. As a result, a much more detailed look at the print media coverage of SAPV&B will be obtained and used to better target outreach efforts. The communication team’s goal for FY 06 is to record 120,000,000 impressions – a five percent increase over FY 05. Tracking electronic media coverage, including internet coverage, with the same degree of accuracy as print media coverage is not currently feasible – at least not at a reasonable cost. However, when it comes to marketing a destination, the potential value of such coverage is extremely significant. As a result, every effort will be made to record such coverage. Initiatives designed to increase electronic media coverage are detailed elsewhere in this section. 44 Setting Benchmarks Action Plan In FY 06, the communications team’s tracking program will be expanded to include logging and reporting media in a format that will identify all promotional initiatives results, categorized by media type, feature articles and broadcasts, events postings, and value of the media. The Communications team action plan includes targeted journalists and media outlets with editorial calendars, contact information and a story idea submittal plan with a tool to measure successes. In addition, there is a strict follow-up schedule to follow and the reporting mechanism includes utilizing Burrelle Luce on-line clipping services, contact and relationships with journalists, and Florida Clipping Services. Feature Stories Example: Story Idea Meeting Facilities enhanced by unique off-site venues Publication M&C Audience Meeting Planners Date Submitted 10/15/05 Follow-up 10/20/05 11/10/05 Results Site visit by staff journalist 1/28/06 Story published 4/1/06 Value ½ page article valued at $16,000 Events Calendars Event Name Nights of Lights Publication Florida Monthly Date Submitted 9/5/05 Date Published Oct, Nov, Dec, 2005 Media Value 1/12 page @ $800 X 3 = $2,400 Electronic Media Story Idea Golf Getaways feature button Website www.simonandbaker.com Date of Submittal 4/15/06 Follow up 4/20/06 4/28/06 5/20/06 Date/Length of run Placed 9/1/06 run through 11/1/06 Value Banner ad value$2,300 Broadcast Media Story Idea Upscale Accommo dations Broadcast Outlet CNN Travel Segment Broadcast Area National Date Submitted 9/15/05 Follow up 9/20/05 10/15/05 12/1/05 Results Inclusion in Holiday Getaways Value :30 seconds $80,000 Print Media Initiative Our outreach efforts to the print media will be divided into two categories: 1. general publications; and 2. targeted publications. 45 General publications include the wide range of newspapers and magazines that have traditionally published information received from the VCB on a wide range of news and events. These publications reach national, regional and local audiences and will continue to account for the majority of the clippings and associated impressions related to SAPV&B. During FY 06, these publications will receive: More than 250 news releases, features and other media advisories. These will include, but not be limited to: Event Releases (24); Event Calendars (4); What’s Happening? (50); What’s New (6); and Tourism news (8); targeted story ideas (175). Event Releases 24 Total There will be 21 event news releases about VCB sponsored and Category II Events and four (4) releases about quarterly events calendars that will be distributed to our national travel broadcast, regional, state and local event media database. The results of the media coverage obtained will be tracked using the system identified in the Setting Benchmarks section. The release schedule is tentative and pending TDC Category II Funding: Event First Coast Opera Series A Presidential Visit 17th Annual Colonial Arts & Crafts 8th Annual Greek Festival St. Johns County Fair Fall Arts & Craft Festival 18th Century Caroling (12/17/05) & Grand Illumination (12/2-4/05)& Holiday Regatta of Lights (12/10/05) Sack of St. Augustine St. Augustine Air Show Spring Arts & Crafts Festival EPIC Spring Celebration Easter Events and Blessing of the Fleet Gamble Rogers Folk Festival First Coast Birding Nature Festival 4th Annual Ponte Vedra Car Show BRASS Community Concert Drake’s Raid (6/2-4/06) & Spanish Nightwatch (6/17/06 Quarterly Events Calendar Releases Event Date 10/05 – 4/06 9/21-22/05 10/8-9/05 10/7-8/05 11/15-20/05 11/26-27/05 12/2 – 17/05 Submit Date 9/5/05 8/21/05 9/5/05 9/7/05 10/15/05 10/26/05 11/2/05 RESULTS 3/3-5/06 4/1-2/06 4/22-23/06 4/20-23/06 April 9 - 16 5/5-7/06 5/11-14/06 2/3/06 3/1/06 3/22/06 3/20/06 3/9/06 4/5/06 4/11/06 5/1/06 4/14/06 4/25/06 5/3/06 5/17/06 1/15/06 4/15/06 7/15/06 10/15/06 5/14/06 5/27/06 6/2-17/06 Spring Summer Fall Winter In addition to the event media releases, the VCB communication team will submit all qualifying events for inclusion in TravelSouth Top 20 quarterly events, ABA’s top 100 Annual Events, and other event rating organizations when qualified. 46 What’s Happening Releases- Total 50 There will be 50 weekly What’s Happening releases that are a follow-up to events releases and will be distributed electronically to our travel broadcast, regional, state and local media database, as well as our membership databases summarizing the coming weekend’s events. What’s New News Releases (6) Based on news information about attractions, added value services, new art & music exhibits, and tourism industry related services or business expansions, these releases will be issued six times during the year. Each release will be distributed to national, regional, and local news as appropriate. The VCB will rely heavily on members to provide news updates for inclusion in What’s New Releases. What’s New Release News Topics from members (NOL – Guana Reserve Education Center Opening, etc.) News Topics from members Quarterly Art and Music openings News Topics from members and community happenings (not event related) News Topics from members and community happenings (not event related) News Topics from members and community happenings (not event related) News Topics from members and community happenings (not event related) Fort Mose Museum opening announcement Distribution VISIT FLORIDA National, regional and local news and broadcast media data base VISIT FLORIDA Regional and instate media data base VISIT FLORIDA Regional and instate media data base VISIT FLORIDA Regional and instate media data base VISIT FLORIDA Regional and instate media data base VISIT FLORIDA Regional and instate media data base Request for Information 9/15/05 Submit date 10/1/05 Results Media Value 11/15/05 12/1/05 1/15/06 2/1/06 3/15/06 4/1/06 5/15/06 6/1/06 7/15/06 8/01/06 Targeted publications consist of specific magazines and newspapers that are identified on the basis of their ability to reach specific audiences. By targeting specific publications, we are able to communicate desired information to readers 47 who are most likely to respond positively. For example, information supporting SAPV&B as an upscale destination can be communicated to potential visitors seeking a destination of that type by targeting publications frequently read by this audience. Much of the communication team’s efforts in FY 06 will be devoted to identifying and targeting publications and media contacts that reach specific audiences and building on those relationships. Information packages that best fit each publication’s style, content and, when appropriate, editorial calendar will be developed and distributed to the publication’s appropriate staff members. The primary tool in reaching the right editor or writer with the appropriate message is Bacon’s Media Source – an on-line, subscription service that is generally regarded as the world’s leader in providing details on specific publications and their staff. This service provides us with the ability to identify specific markets, the publications that serve them and the individuals who control the content that appears in the publications. Needless to say, this ability provides unlimited opportunities for telling SAPV&B’s story to audiences nationwide and to supplement the efforts of the sales team. For example, to promote the area’s spas in the media, the communications team will develop the following “tools”: Fact sheet -- a single or double page that provides basic information about the spas and the spa experience. Story ideas – a compilation of interesting story angles related specifically to spas in SAPV&B. These “ideas” can be customized to appeal to each publication’s readership. For example, where appropriate, the story ideas could play upon the fact that readers are “only a four-hour drive” from the spas. E-magazine – a colorful, entertaining “magazine” about the spas in an e-mailfriendly format. The e-mail magazine will provide links to each spa’s website. Photos – high-resolution photos suitable for publication will be made available for downloading by interested editors and writers. Story contacts – a listing of potential interview subjects will be compiled and provided to writers and editors. Invitation – in some cases, a personal invitation to visit SAPV&B will be issued to selected writers and editors. Using Bacon’s resources, existing media relationships and in coordination with the VCB’s print advertising placement, we have identified appropriate publications and the editorial staff contact who would be most likely to use the tools to create a story for that publication. For example, VCB research may identify the Buckhead area of Atlanta as a likely place to find potential upscale visitors who would be interested in the spa amenities of SAPV&B. Through the use of Bacon’s, the publication Points North would be identified as an ideal media outlet for reaching Buckhead residents. Further use of Bacon’s would also provide the name and contact information (including phone number and e-mail address) of the Managing Editor (Suzanne Kayes) and a staff 48 writer who covers spa topics (Janine Pouliot). Providing the previously-described tools to these two individuals and following up with a personal phone call creates the most likely situation for getting editorial coverage in the selected publication as well as developing a long-term relationship with the publication. The success or lack of responce of the effort will be tracked for each publication. This individual “targeting” approach will be used to send appropriate information to key individuals at publications devoted to Meetings and Conventions; Upscale Amenities (Spas & Romance); Beach Culture; and History/Architecture. The following section provides a detailed look at a typical schedule for reaching key media (in this case, Meetings and Convention Publications). Similar efforts will be initiated for the following: Story Idea News Releases: Minimum 200 distributed The VCB communications team will “pitch” several story ideas throughout the year. Basic theme releases are determined based on specific publications and broadcast venues based on target audience, media calendars and breaking news. In addition to the predetermined story ideas, the communications team will pursue other story ideas based on need. Publication Type TARGETED MEETINGS AND CONVENTIONS PUBLICATIONS INCLUDE: Convene M&C Business Travel News, Convention South, Religious Conference Manager, Medical Meetings, Insurance Conference Planner, Association Management, Meeting News, Travel Weekly, Corporate & Incentive Travel. Story Line and submittal date FALL 2006 Small to mid-size meeting facilities; Destination overview; Added value of VCB M&C services; Spas and Luxury meeting facilities; Unique Meeting Venues; Florida Destinations; International Incentives; Golf and Destination Hotels; affordable meetings WINTER 2006 Small Meetings; Spas and Luxury meeting facilities; Unique Meeting Venues ; Florida Destinations; International Incentives; Golf and Destination Hotels; Working with Talent – Tapestries; Added value of attractions and spouse programs; affordable meetings SPRING 2006 Florida Destinations; Historic Hotels; Spas and Luxury meeting facilities; Unique Meeting Venues; Golf and Destination Hotels; Working with Talent – Tapestries; Added value of attractions and spouse programs; affordable meetings SUMMER 2006 Florida Destinations; Historic Hotels; Spas and Luxury meeting facilities; Unique Meeting Venues; Golf and Destination Hotels; Meeting Venues; Working with Talent – Tapestries; Added value of attractions and spouse programs; affordable meetings *Additional releases will be determined based on what’s new in the destination and additional targeted publications updated editorial calendars. Results 49 TARGETED MEETING AND CONVENTION WEBSITES INCLUDE: Travelpress.com Meetingnews.com Starcite.com FALL 2005 Small meeting facilities; affordable meeting; Luxury resorts and spas; Golf and resorts; Historic Hotels; added value tours and programs, and others as needed. Winter 2006 Small meeting facilities; affordable meeting; Luxury resorts and spas; Golf and resorts; Historic Hotels; added value tours and programs, and others as needed. Spring 2006 Small meeting facilities; affordable meeting; Luxury resorts and spas; Golf and resorts; Historic Hotels; added value tours and programs, and others as needed. Summer 2006 Small meeting facilities; affordable meeting; Luxury resorts and spas; Golf and resorts; Historic Hotels; added value tours and programs, and others as needed. FALL 2005 Group travel; spas and golf; attractions; festivals and events; Nights of Lights Haunted places; tapestries tours; shoulder season Hot Deals; St. Augustine Black History Winter 2006 Group travel; spas and golf; attractions; festivals and events; Haunted places; tapestries tours; Hot Deals Spring 2006 Group travel; spas and golf; attractions; festivals and events; shopping and dinning; Haunted places; tapestries tours; Hot Deals Summer 2006 Group travel; spas and golf; attractions; festivals and events; shopping and dinning; Haunted places; tapestries tours; Hot Deals; What’s new. TARGETED GROUP AND TRAVEL TRADE PUBLICATIONS INCLUDE: Group Travel Leader NTA Courier TripSouth Travel Trade Magazine Student & Youth Travel Recommend Magazine Packaged Travel Insider TARGETED LEISURE PUBLICATIONS INCLUDE: Conde Nast Woman’s Day Travel & leisure Golf AAA Publications Coastal Living Diversion Magazine Florida Monthly Bridal Guide Magazine Southern Living And others TBD FALL 2005 Spas and Resorts; Destination weddings; affordable events; family fun; Nights of Lights; Wedding sites; Black history Winter 2006 Small towns/ downtowns; Spas and Resorts; Destination weddings; affordable events; family fun; Wedding sites; Black history Spring 2006 Small towns/ downtowns; Spas and Resorts; Destination weddings; affordable destination; family fun; Wedding sites; beach retreats Summer 2006 Small towns/ downtowns; Spas and Resorts; Destination weddings; affordable destination; family fun; Wedding sites; beach retreats 50 TARGETED TRAVEL WEBSITES INCLUDE: concierge.com Smartertravel.com Expedia.com Travelocity.com Others to be determined FALL 2005 Group travel; spas and golf; attractions; festivals and events; Nights of Lights Haunted places; tapestries tours; shoulder season Hot Deals; St. Augustine Black History Winter 2006 Group travel; spas and golf; attractions; festivals and events; Haunted places; tapestries tours; Hot Deals Spring 2006 Group travel; spas and golf; destination resorts; attractions; festivals and events; shopping and dinning; tapestries tours; Hot Deals; Beach retreats. Summer 2006 Group travel; spas and golf; destination resorts; attractions; festivals and events; shopping and dinning; Haunted places; tapestries tours; Hot Deals; Beach retreats. FALL 2005 Nights of Lights; shopping and dinning experiences; black history; haunted happenings TARGETED BROADCAST MEDIA INCLUDE: Travel Channel CNN Weather Channel FOX Network Affiliates Winter 2006 Golf; luxury resorts; black history; experiential history Spring 2006 Spas and resorts; beach retreats; golf Summer 2006 Historic hotels; beach retreats; haunts; resorts *Additional releases will be determined based on what’s new in the destination and additional targeted publications updated editorial calendars. Meetings and Conventions Publications The communications team has a database of more than 190 Meetings and Conventions and Incentive Travel publications and freelance journalists. The database contains information on current editorial calendars, publication dates and lead-times needed for news and topics. The story ideas and Press Release submittals will be designed to create recognition of the SAPV&B brand identity and will consistently carry appropriate messages about the types of facilities that are likely to suit the needs of Meeting Planners, the variety of off-site opportunities, the affordability of the destination, testimonials from successful meetings in our area, and the added value Meetings and Conventions services available through the VCB. In addition to the listed publications and story line submittals, the communications team will review updated editorial calendars to identify appropriate story idea submittal criteria on a monthly basis. Also, based on the current programs of the Sales Department show dates and events, the communications team will identify and contact publications that could enhance show attendance/events in targeted 51 markets on a month-to-month basis. Appropriate materials supporting the sales team’s effort will be forwarded to these publications. The following is a sampling of the editorial story line submissions that will be followed in FY 06. • All publications will receive quarterly What’s New Releases and Destination Update Releases for Fall/Winter (8/12/05)and Spring/Summer (2/15/06). Topic Destination Overview – Small to mid-size meetings – Affordable Meetings Unique Meeting Venues, Golf & Resort Hotels Florida Destinations, added values, Working with talent Outlet M&C Magazine 500 Plaza Dr Fl 5 Secaucus, NJ 07094-3619 Terence Baker, Meetings & Conventions Associate Editor terence_baker@mcmag.com (201) 902-7951 Loren Edelstein, Meetings & Conventions Executive Editor ledelstein@mcmag.com Circulation 70,038 Publication Date Winter Submission Date Fall Spring-Summer Winter Summer - fall Winter - Spring Visit Florida Meeting Planers Guide Convention South PO Box 2267 Gulf Shores, Alabama 36547-2267 Kristen McIntosh, Business Travel Editor kmcintosh@coveypubs.com (251) 968-5300 Marcia Bradford, Contributing Editor mbradford@coveypubs.com (251) 967-3178 Fax (251) 968-4532 Circulation 18,000 Convention and Meeting amenities Destination overview Golf* and *meetings & conventions Historic hotels. 9/06 Destination overview 7/06 3/06 6/06 12/1/05 9/15/05 11/01/05 9/15/05 Corporate & Incentive Travel 2650 N Military Trl Ste 250 Boca Raton, FL 33431-6390 Richard Aldeman, Business Travel Managing Editor ccceditor1@att.net Harvey Grotsky, Meetings & Conventions Editor cccpublisher@att.net (561) 989-0600 fax(561) 989-9509 Circulation – 40,000 Destination Overview – Small to mid-size meetings – Affordable Meetings Unique Meeting Venues, Golf & Resort Hotels Florida Destinations, added values, Working with talent Florida corporate *travel* guide to *meetings & conventions* and conferences. Winter Fall Spring-Summer Winter Summer - fall Winter - Spring 6 Florida Trend PO Box 611 Saint Petersburg, Florida 337310611 Lynda Keever, Publisher akeller@floridatrend.com (727) 892-2630 fax Circulation 57,037 12/1/05 8/5/05 The Meeting Professional 3030 Lyndon B Johnson FWY Ste 1700 Dallas, TX 75234-2759 Angela Chiarrello, Meetings & Conventions Associate Editor achiarello@mpiweb.org (972) 702-3020 Fax (972) 855-2020 Golf Venues Florida Meetings Spas March 2006 April 2006 May 2006 December 2005 January 2006 February 2006 52 Jason Henzel, Associate Editor jhensel@mpiweb.org Kirsten Rockwood Industry News Editor krockwood@mpiweb.org Circulation 32,000 Meeting News Chris Hosford, Meetings & Conventions Executive Editor (646) 654-4493 , fax (646) 654-4428, chosford@meetingnews.com Maria Lenhart Meetings & Conventions Contributing Editor marialenhart@aol.com (415) 666-3916 4900 B South 31st Street Arlington, VA 22206-1656 Circulation 60,100 -Small meetings -International Incentives -SPECIAL REPORT: Outlook 2005 -Florida Destination Workbook 12/12/05 12/12/05 11/21/05 10/1/05 10/10/05 9/25/05 11/07/05 9/15/05 Travel Weekly 1627 K St NW 10th Fl Washington, DC 20006-1702 Michael Milligan Travel Agents/Agencies Senior Editor - mmilligan@ntmllc.com (202) 463-3734 Fax (202) 463-3740 Bill Poling, News Editor bpoling@ntmllc.com (202) 429-9030 Fax (202) 429-9055 Circulation 44,425 bi-monthly focus issues and reference guides present information on special subjects of interest. What’s New Meetings and Convention Overview Quarterly Quarterly Association Meetings 132 Great Rd Ste 200 Stow, MA 01775-1189 Barbara Brewer, Meetings & Conventions Managing Editor bbrewer@primediabusiness.com (978) 897-4897 fax (978) 897-4896 Regina McGee, Meetings & Conventions Editor rmcgee@primediabusiness.com (978) 582-4710 fax (978) 582-6142 Circulation 20,000 -Florida meeting planners guide, SMERF market III, Conference centers/small meetings -Headquarter hotels: what's new in 2006 -facilities review -*Golf* and spa resorts 12/1/05 10/1/05 2/01/06 4/01/06 06/01/06 12/15/05 2/1/05 3/1/06 10/15/04 1/10/06 2/15/06 4/30/06 9/05/06 3/1/06 Business Travel News 770 Broadway 4th Fl New York, NY 10003-9522 Chris Davis, Business Travel Managing Editor cdavis@btnonline.com (646) 654-4437 Fax (646) 654-4455 Corrie Dosh Meetings & Conventions Editor (646) 654-4432 fax (646) 654-4456 cdosh@btnonline.com *Golf* *meetings & conventions*. Premium Class Travel Resorts *meetings & conventions*. 11/14/05 2/7/06 3/21/06 6/20/06 10/31/06 4/4/06 Florida Circulation: 54,800 Kay Carstens Convene Magazine 2301 S Lake Shore Dr # 1001 Chicago, IL 60616-1419 Freelance Meetings and Convention Journalist Cityfiles: south and midatlantic – golf Convention bureau Monthly M&C News Story Ideas 10/1/05 10/1/06 7/1/05 5/1/06 53 Michelle Russel, Meetings & Conventions Editor mrussell@pcma.org (312) 423-7275 Peggy Swisher, Managing Editor pswisher@pcma.org (312) 423-7276 Fax (312) 423-7222 Circulation 35,000 update: the increasing value of association meetings to local economies. Religious *meetings & conventions*. 5/1/06 2/1/06 9/06 4/06 VISIT FLORIDA submittal to Report America Meetings and Conventions Overview Release Spas and Health 11/05 9/1/05 8/2006 5/1/2006 Meetings Internet Outlet Travelpress.com Association Meetings 132 Great Rd Ste 200 Stow, MA 01775-1189 Betsy Bair, Online Editor Topic -Florida meeting planners guide, SMERF market III, Conference centers/small meetings -Headquarter hotels: what's new in 2006 -facilities review -*Golf* and spa resorts Industry News Destination Update Other releases as necessary Destination updates Destination updates Destination updates Publication Date 12/1/05 Submission Date 10/1/05 2/01/06 4/01/06 06/01/06 12/15/05 2/1/05 3/1/06 9/05 11/05 Meetingnews.com Marshal Krantz, Meetings & Conventions Editor 770 Broadway Fl 4 New York, NY 10003-9522 10/05 12/05 www.starcite.com www.conventionplanit.com www.mpoint.com Quarterly Quarterly Quarterly Quarterly Quarterly Quarterly Leisure Publications The Communications Staff will submit story ideas and press releases quarterly and monthly as appropriate to the following publications for their consideration. In addition, when all publications 2006 editorial calendars are in place, the VCB will plan a more comprehensive story idea submittal plan based on the required content by the publications publishers and editorial team. Once the information is available, the VCB will communicate the schedule to the membership. Following is a sampling of the publications being targeted. 54 Outlet Conde Nast 4 Times Sq Fl 14 New York, NY 10036-6518 D.L. Aldrich, Travel Managing Editor dee_aldrich@condenast.com David Bilingsly, Travel Research Editor david_billingsley@condenast.com Southern Living 2100 Lakeshore Dr Birmingham, AL 35209-6721 Derek Belden, Travel Editor derick_belden@timeinc.com Woman's Day 1633 Broadway Fl 42 New York, NY 10019-6708 Holly Corbett, Travel Editor hcorbett@hfmus.com Travel + Leisure Golf 1120 Avenue Of The Americas Fl 11 New York, NY 10036-6700 Felice Kaplan, Golf Managing Editor felice.b.kaplan@aexp.com John Atwood, Editor in Chief Editor in Chief Elite Traveler 801 2nd Ave New York, NY 10017-4706 Laura Hughs, Travel Editor lhughes@elite-traveler.com Travel + Leisure 1120 Avenue Of The Americas New York, NY 10036-6700 Jennifer Barr, Travel Executive Editor AAA Going Places – Northern Edition 1515 North Westshore Boulevard Tampa, FL 33607 Sandy Klim, Travel Editor sklim@aaasouth.com Diversion Magazine 888 7th Ave 2nd Fl New York, NY 10019-4308 Shari Hartford, Travel Managing Editor shartford@hearst.com Coastal Living 2100 Lakeshore Dr Birmingham, AL 35209-6721 Jeff Book, Travel Senior Writer jeff_book@timeinc.com AAA Home and Away 8401 Excelsior Drive Madison, WI 53717 Roy Hinz, Travel Editor Bridal Guide Magazine 3 E 54th St 15th Floor New York, NY 10022-3134 Valerie Berrios, Weddings Assistant Editor Sherri Eizenberg, Travel editor eisenberg@bridalguide.com Florida Monthly Topic Ponte Vedra Spas & Luxury Resorts Nights of Lights; Wedding sites; Beach Culture Ponte Vedra Events Ponte Vedra Beaches What’s New Girl Getaways Spring Family Trips Spas Luxury Resorts Quarterly Updates Spas Publication Date Monthly Submission Date 120 days out Quarterly Story Submittals based on themes Monthly 120 Days ahead Quarterly Story Submittals based on themes to be determined based on editorial calendar 120 Days Out Quarterly Story Submittals based on themes 11/1/05 3/15/06 6/15/06 9/15/06 120 Days out Quarterly Story Submittals based on themes Luxury Resorts Quarterly Updates Luxury Resorts Quarterly Updates Quarterly updates Monthly 90 Days Out Quarterly Story Submittals based on themes Monthly 120 Days out Quarterly Story Submittals based on themes 90 Days Out Quarterly Story Submittals based on themes Events – Quarterly Mionthly Spas and Resorts Family Outdoors Spring Late Summer 2006 November 2006 120 Days Out Quarterly Story Submittals based on themes Quarterly Story Ideas June August November Fall Issues (shoulder Season) 90 Days Out Quarterly Story Submittals based on themes Quarterly Story Ideas Quarterly Story Submittals based on themes Destination weddings; Hotels and B&B’s Other TBD editorial Calendar Monthly events February 2006 11/15/05 Spring 2006 1/15/06 Quarterly story Idea Submitals Monthly Quarterly events submittals 55 801 Douglas Ave Ste 100 Altamonte Springs, FL 32714-5206 Susan Ceruleaun, Travel Editor writerss@floridamagazine.com 60 day advance reminders Quarterly Story Ideas Quarterly Story Submittals Group and Travel Trade Publications The Communications staff will work closely with the sales staff to determine appropriate release information based on travel trade show attendance. Quarterly submittals for appropriate publications will be submitted based on editorial calendars of each publication. Outlet NTA COURIER 546 E Main St Lexington, KY 40508-2342 Francis Figart, Travel Agents/Agencies Editor in Chief frances.figart@hostcommunications.com (317) 423-0369 fax (859) 226-4424 Drew Fritz, Managing Editor (859) 226-4315 drew.fritz@ntastaff.com Circulation 6,000 Topic Tapestries Publication Date Based on 2006 Editorial Calendar Submission Date 90 Lead time Group Travel Leader and Group Tour Magazine - Southeastern Edition 2465 112th Ave Holland, MI 49424-9657 David Hoekman, Travel Editor dhoekman@grouptour.com (616) 393-2077 fax (616) 393-0085 Carol Smith, Editor csmith@grouptour.com Circulation 10,000 Leisure Group Travel Magazine 4901 Forest Ave Downers Grove, IL 60515-3509 Elana Anderson, elana@ptmgroups.com Travel Agents/Agencies Executive Editor John Klosters, Travel Editor john@ptmgroups.com Packaged Travel Insider/ Prep Traveler 528 Bridge St NW Ste 3 Grand Rapids, MI 49504-5349 Matt Poe, Editor in Chief matt@serendipitypublishing.com Premier Romance/ Premier Spas/Premier Weddings 1 Park Ave Fl 2 New York, NY 10016-5802 John McMahon, Group Publisher jmcmahon@questex.com 212-951-6600 Stephanie Gordon, Associate Publisher Phone: 305-448-8131 Fax: 305-460-8989 sgordon@questex.com Recommend Magazine Story Submission will be based on 2006 Editorial Calendar Tapestries 180 day lead Haunted Places Tapestries More based on Editorial Calendar Submissions based on editorial calendar 12/05 3/06 9/05 2/06 Submittals based on Editorial Calendar and Sales Mission Goals. Monthly 120 days out Quarterly submittals Outdoor Activities- 12/05 10/05 56 5979 NW 151st St Ste 120 Miami Lakes, FL 33014-2448 Gary Herman, Travel Agents/Agencies Associate Editor gary@recommend.com Student & Youth Traveler/ Student Group Tour Magazine 2465 112th Ave Holland, MI 49424-9657 David Hoekman, Travel Agents/Agencies Managing Editor dhoekman@grouptour.com Trip South 3103 Medlock Bridge Rd Norcross, GA 30071-1423 Sheila Browning, Editor sheala@tripmediagroup.com Travel Trade Magazine 15 W 44th St New York, NY 10036-6611 Carol Eannarino, Travel Agents/Agencies Managing Editor carol@traveltrade.com Outlet JAX FAX Travel Marketing Magazine 52 W Main St Milford, CT 06460-3310 Douglas Cooke, Editor editor@jaxfax.com Theresa Scanlon, Travel editor tsjaxfax@aol.com (203) 301-0255 fax (203) 301-0250 ecotourism Quarterly Submittals Submittals will be based on updated editorial Calendar and News articles TBD Student and group travel opportunities Winter 2006 August 2006 Quarterly story submittals TBD March June October Quarterly Story Idea Submittals Tapestries And other submittals based on editorial calendar Topic Festivals in 2006 Hospitality industry*: honeymoon and romance packages. Others to be determined based on 2006 editorial calendar Publication Date 12/1/05 Submission Date 9/15/05 Events Calendar Development and Distribution Because of their value to both external and internal audiences, much of our effort is devoted to creating and updating accurate calendars of upcoming events in SAPV&B. These calendars are distributed to the media and made available to potential visitors and VCB members via our website. Although the process can often be extremely tedious and time consuming, the feedback we receive in terms of media coverage and use by our members, especially for informing guests of activities, attests to the value of these calendars. During FY 06, we will continue to develop better and more user-friendly calendar formats as well as to refine and expand our distribution of these important tools for promoting the appeal of SAPV&B’s many events. In addition to the quarterly events news release, the communications staff will distribute individual Category II event news releases to all media outlets and weekly “What’s Happening” advisories about the upcoming week’s events to regional, statewide and local media outlets. The VCB communications staff has identified more than 180 media outlets for inclusion in the quarterly events calendar media release database. This database includes national, regional, statewide and local print, broadcast and electronic events calendar publications. 57 One of the communications department’s goals for FY 06 is to distribute the Event Calendar to 22,500 publications through email. (See Media Relations plan). The communications department will develop, print and distribute 16 rack cards promoting Category II enhancement events in local accommodations and visitor centers. Category II Rack Card Distribution The communications staff will continue to produce rack cards for use in promoting regional Category II events. Although a complete listing of specific events to be featured on rack cards cannot be determined until the grants are announced, we anticipate producing 1500 - 2000 copies of each no later than 30 days prior to the event. These will continue to be distributed through the cooperation of Miles Media. (Subject to change) Event First Coast Opera Series A Presidential Visit 17th Annual Colonial Arts & Crafts 8th Annual Greek Festival St. Johns County Fair Fall Arts & Craft Festival 18th Century Caroling (12/17/05) & Grand Illumination (12/2-4/05)& Holiday Regatta of Lights (12/10/05) Sack of St. Augustine St. Augustine Air Show Spring Arts & Crafts Festival EPIC Spring Celebration Easter Events and Blessing of the Fleet Gamble Rogers Folk Festival 4th Annual Ponte Vedra Car Show BRASS Community Concert Drake’s Raid (6/2-4/06) & Spanish Nightwatch (6/17/06 Florida’s First Coast Birding and Nature Festival Event Date 10/05 – 4/06 9/21-22/05 10/8-9/05 10/7-8/05 11/15-20/05 11/26-27/05 12/2 – 17/05 Publish date 9/15/05 8/25/05 9/15/05 9/15/05 10/15/05 11/10/05 11/15/05 # of Cards 5000 2000 2000 2000 2000 2000 3000 DIST. DATE 10/1/05-5/1/06 9/5 – 9/22/05 9/25 – 10/9/05 9/20 – 10/8/05 11/1-20/05 11/15 – 11/27/05 11/20- 12/17/05 3/3-5/06 4/1-2/06 4/22-23/06 4/20-23/06 April 3 week Easter Season 5/5-7/06 5/14/06 5/27/06 6/2-17/06 May 12-14, 2006 2/15/06 3/10/06 3/25/06 4/1/06 3/15/06 2000 2000 2000 3000 3000 2/12 – 3/5/06 3/15-4/1/06 4/10- 4/23/06 4/1-23/06 3/25 – 4/25/06 4/10/06 4/25/06 4/25/06 5/15/06 11/1/05 3000 2000 2000 3000 1,500 4/25-5/7/06 4/30 – 5/14/06 5/05-27/06 5/25 – 6/17/06 11/05 – 2/06 Media Kit The 2006 Media Kit will be formatted so it is simple to read, graphically appealing and in keeping with the destination’s brand identity. Enclosed information will include an overview of SAPV&B attractions, beaches and nature, accommodations, shopping and dinning, romance and spas, history, story ideas, photo sample sheets 58 and photo library access information. It will be available both in a printed format, as a CD and as a download from the website. In support of Hispanic media outreach efforts, it will be accessible in Spanish from our website. During the first six months of FY 05, 78 kits were distributed out of an annual goal of 100 kits. For FY 06, our objective is to distribute 115 media kits. Broadcast Media Relations Through the television and radio broadcast media, SAPV&B’s story can reach millions of viewers and listeners nationwide. Efforts to solicit coverage by the broadcast media are not only cost-effective, but also desirable in stimulating new interest in SAPV&B as a vacation destination. In addition, the clearly-defined geographic range of broadcast stations provides numerous opportunities for targeting desirable markets with story ideas or story support materials designed to appeal specifically to the demographics of the station’s broadcast range. So far during FY 05, the VCB’s communications staff has provided support for the creation of television and radio broadcasts by 19 networks, stations and independent producers. This support ranged from finding accommodations to appearing on camera as a spokesperson for the area – including three live appearances on “Good Morning Jacksonville” – a production of First Coast News, the local ABC and NBC affiliate. Some particularly notable broadcasts produced during this period with VCB assistance included the BBC’s “Departure Lounge” and “Golf Adventure”; Univision’s travel feature on the area; a getaway adventure for WBIR-TV, Knoxvillle, Tenn.; a live travel feature for 107.3 FM in Vancouver, B.C.; four features for “On the Road With Dave” heard on 35 radio stations in the Midwest and Canada; and a “Discover America” feature shot in high definition format for The Discovery Channel. Largely as a result of the television support provided by the VCB in the weeks leading up to Super Bowl XXXIX, a comprehensive, broadcast-quality B-roll was developed for the use of the media. This B-roll has so far been used for stock video by more than a dozen broadcasters. During FY 06, increased computer capabilities will allow this footage to be digitized for a number of on-line applications. In FY 06, the broadcast media will be targeted in much the same manner as previously described for the print media. Although not included in media fam tours, the broadcast media will receive “pitches” covering the same vignettes. The communications team will “pitch” stories to the broadcast media in much the same manner as used for the print media (see Broadcast Media in Meetings and Convention listing). Our goal for the year is to host 20 broadcast media representatives in SAPV&B providing accommodations technical support, and guidance in completing their assignments. At least three will represent a national broadcast affiliate. Media Destination Education Tours The purpose of our media tours is to give qualified travel writers an opportunity to personally experience SAPV&B. As a result, positive stories about the area will be 59 generated in mass market consumer publications and special interest trade publications. For FY 06, all of the DETs will be designed to attract writers who specifically cover subjects of interest to upscale audiences. Potential participants will be identified through Bacon’s and organizations such as the Society of American Travel Writers. Qualified writers will receive a personal invitation to the tour. For each DET, the VCB will provide accommodations, meals, transportation, entertainment and tours to insure the selected writers will enjoy the very best our destination has to offer. Transportation costs include airfares or reimbursement on a mileage basis for writers who drive their personal automobiles to the tour. Discount accommodations are provided by host hotels or B&Bs in hopes of securing positive media coverage of their properties. This arrangement is also used with regard to meals at restaurants although the discounts for food tend to be less than for accommodations. Group tours are usually provided on a complimentary basis. Detailed itineraries for each tour are prepared well in advance of the arrival of participants. (If a participant requests specific editorial needs, such as an interview with a local archaeologist, time is allotted to meet that need.) In FY 06, VCB members will be notified of upcoming media tours through the InfoFax and Currents. If a member has a theme-related contribution to a tour, every effort will be made to include it in the itinerary. Evaluation Even with the discounts provided by VCB members, DETs are expensive and it may take a year or more to realize the benefits in terms of published articles. It is rare that a participating writer already has a contract with a magazine or other media outlet for a story about SAPV&B. In most cases, writers on the tours must convince a publisher to purchase the story resulting from the visit to SAPV&B. Some writers are far more successful than others at placing articles. In some cases, writers participating in the tours have direct access to media outlets either because they work for a specific publication or, in some fortunate cases, they are the publisher of a travel-related publication or website. For each tour, published clippings about SAPV&B are collected from each participant. A monetary value of each clipping is determined based on the impressions resulting from the article and the cost of purchasing a similar amount of advertising in the publication in which the article appeared. In previous years, the goal has been to generate media coverage with a dollar value that is at least four times the cost of conducting the tour. Some typical tour returns-on-investment include: “From the Oldest City to the New Daytona Beach” – 2003 Cost: $7400 Value of resulting media coverage: $49,850 “It’s a Family Affair” – 2002 Cost: $7650 Value of resulting media coverage: $56,768 As reflected in the summaries of the two Media DETs planned for FY 06, it is anticipated that our increased abilities to target the most productive writers and 60 secure their participation will result in an even greater return-on-investment than has been previously accomplished. The following media DETs are planned for FY 2006: Spa Media DET 8 journalists representing appropriate publications and media outlets November 2005 4 nights Cost: $8,000 Media value goal: $125,000 Ponte Vedra and WGV 3 spa experiences plus wine, art and sailing Spas have become one of the most sought-after amenities by business travelers and, to an increasing extent, family vacationers. Some studies have shown that the availability of spas has become more important than golf in trip planning – this is especially true of our planned target audience with an interest in upscale amenities. Obviously, SAPV&B’s new, world-class spa facilities present an ideal opportunity for “pitching” an ideal story opportunity to media covering upscale amenities. This tour is designed to give writers with a proven track record in writing about the spa industry a chance to personally experience the SAPV&B spa treatment. Invited writers will be selected from among the staff of targeted publications and Society of American Travel Writers members (97 active SATW writers list “spas” as a topic they cover). Accommodations will be requested or secured at the Ponte Vedra Inn and Club, the Sawgrass Marriott Resort and Spa or Renaissance Resort at World Golf Village (or combination of two) for four nights. Participants would enjoy the new spa facilities at each location with an additional tour of day spas in St. Augustine. Other relaxing excursions would include a tour of the San Sebastian Winery, an evening or afternoon sailing excursion aboard the schooner Freedom and a horse-drawn carriage ride. The tour will be timed to occur during the Nights of Lights to provide participants to experience this special time of year in SAPV&B. Tapestries DET 8 journalists representing Travel Trade and Meetings and Incentives May 2006 4 nights $6,000 Media value goal: $75,000 St. Augustine, Ponte Vedra Tapestries of the Nations’ Oldest City This tour is based on special interest itineraries in the Tapestries In the Nation’s Oldest City program developed by the VCB’s sales department. This innovative program provides the travel trade with a “what’s new” in the destination for groups and meetings perspective. Tour invitees will include journalists representing travel trade publications, meeting and convention publications (spouse and added attraction programs), and travel newsletter publishers that cater to special interest tour groups and group leaders. In addition, the communications staff will work with VISIT FLORIDA to target appropriate media representatives as a part of their Downtowns/Small Towns initiative. 61 The itinerary will include opportunities that provide the journalists with hands-on activities that are available only to groups and program planners specializing in team building and living history experiences. Based on program availability, potential itinerary experiences include: colonial folk arts and crafts; storytelling and interpretive experiences; art, antiques & literature; and maritime history and archeology. In addition to the Tapestries programs, the itineraries will include general public experiences such as scheduled events, attractions and dining venues that tie into the decided theme of the tour. Measurement Continued contact and follow-up with each participating writer will be conducted through e-mail, phone calls and letters on a three-month, six-month and annual basis to determine the status of media coverage resulting from each tour. Media coverage determined through clipping services and contact with participants will be reported within six months of each tour. A final report will be included in the following year’s marketing plan. Hosting Media In addition to participating in VCB-conducted media tours, travel writers frequently visits SAPV&B on assignment or on their own initiative. During their stay, the communications staff provides support in securing accommodations, providing tours, arranging interviews and assisting in insuring the accuracy of articles, broadcasts, and books on the subject of SAPV&B. Through our assistance, the writers are better able to cover their assigned stories and we are able to introduce materials to the stories that the author may not have previously discovered. So far during FY 05, we have hosted 44 writers working on assigned stories about our destination. In FY 06, we will enhance our already successful media hosting efforts by initiating a proactive program designed to draw some of the most successful travel writers to SAPV&B. As previously described, we will identify writers whose work is most closely related to our needs. We will then provide them with compelling background information and a personal invitation to visit us. The objective of this effort will be to continue to offer complete media support services to travel writers visiting SAPV&B on assignment while successfully securing productive visits from 15 journalists selected by us on the basis of their recent writing successes. Measurement Continued contact and follow-up with each attending journalist through e-mail, phone calls and letters will identify whether or not the writer has had success in telling our 62 story. Clipping services will confirm successes. A report on the results of each writer’s visit will be prepared within six months of their departure from SAPV&B. Hispanic Media Outreach A major concern of the Communications Subcommittee of the VCB Marketing Committee was that more should be done to attract Hispanic visitors to SAPV&B. Subcommittee members represent attractions, restaurants and retail outlets. They agreed that, based on their recent experience, Hispanic visitors represent an affluent, well-educated market that not only generally visit in larger groups, but are also more likely to make high-end purchases. Fortunately, a significant share of this market is concentrated in South Florida – a relatively short drive from SAPV&B. In addition, St. Augustine’s history offers a major incentive for drawing Hispanic visitors. Because most Hispanics in this market speak English, subcommittee members agreed that Spanish-language materials aren’t vitally important. However, subcommittee members concluded that by communicating in Spanish whenever possible, potential Hispanic visitors would undoubtedly feel more comfortable about visiting SAPV&B. In response to the subcommittee’s concerns, the communications staff will: Determine the availability of Hispanic tour operators in SAPV&B. (October 2005) Target 2-3 large circulation Hispanic magazines as outlets for SAPV&B news, feature and event materials. (October 2005) Put together a brief Spanish language handout for distribution at VICs. (November 2005) Explore the possibility of placing a feature in Ronda, Iberia airline’s in-flight magazine. Iberia, Spain’s international airline, has the world’s only in-flight daily newspaper for its passengers –IB Universal—a potential outlet for information about SAPV&B. (January 2006) On a quarterly basis, contact producers of Univision’s Sabado Gigante regarding placement of SAPV&B spokesperson on the program. Broadcast live on Saturday nights, this popular program reaches an audience of 54 million Spanish-speaking viewers in North America and the Caribbean. Explore the possibility of conducting additional radio promotions similar to the two done last year with Radio Amor in Miami. This station has a listeners’ “Travel Club” whose members selected SAPV&B as their featured destination. In conjunction with Tour St. Augustine, listeners traveled to St. Augustine by motor coach to experience the city’s Hispanic roots. (February 2006). In April, the communications staff put together a successful one-day tour of St. Augustine for a broadcast crew from the Univision affiliate in Orlando. The resulting story positively portrayed, in Spanish, the attractions of the area. As a result of this success, additional efforts of this type will be made during the coming year. 63 For example, the communications staff will encourage Hispanic media coverage of SAPV&B by writing and distributing 10 Spanish-language news releases selected on the basis of their overall appeal to the audience, creating a Hispanic media mailing list covering all of Florida’s Spanish language publications and broadcast stations, and by hosting at least five Hispanic media representatives during FY 06. CONVENTIONS The Society of American Travel Writers is the largest and most prestigious travel writer organization in the United States and Canada. Members, including the VCB communications director, attend two conventions each year – a chapter convention and the national convention. The national convention is one of the largest travel writer meetings in the world – nearly 300 travel writers have registered so far to attend this year’s annual convention in Las Vegas. This convention is particularly noteworthy because it will celebrate the 50th Anniversary of SATW. Chapter conventions offer opportunities to regionalize contacts among travel writers. (Our Chapter represents the Atlantic and Caribbean region which extends from Maryland to Mississippi and includes more than a dozen writers based in the Caribbean.) Benefits of attending SATW conventions include: Market Place – Each convention provides a half-day marketplace for meeting one-on-one with writers interested in writing about SAPV&B. Story Ideas – Every writer attending conventions receive a two-page list of story ideas about SAPV&B. This year, the listing will also be placed on-line for easy access by writers both before and after the conventions. Meeting Writers – The convention provides an ideal opportunity for meeting writers in a social setting which helps immeasurably in determining their productivity and suitability for participating in SAPV&B media tours. Professional Development – All conventions include professional development seminars of value to attendees. For example, this year’s chapter convention in Memphis included a three-hour course in successful “pitching” or placing stories in the media. The course was taught by James Sturz – a professional writer whose credits include placement of articles in virtually every major American magazine and newspaper. Economics – Due to discounts available to members and the interest of the host city in welcoming as many travel writers as possible, the cost of attending these conferences is extremely economical. For example, registration for this year’s national conference is less than $1000 and includes airfare, lodging and meals. SATW Chapter Convention Travel writers in SE, Midwest and Canada Total cost: $1200 June 2006 Grand Hotel, Michigan Contact goal: 20 Attended 3 times Attendance: 300 Attendee: Communications Director Conducted by the Society of American Travel Writers’ Atlantic-Caribbean Chapter, this annual convention brings together accredited travel writers from throughout the southeastern U.S. and the Caribbean. In addition, active members from the Central 64 States and Canada will also attend the meeting. This convention represents our single most important opportunity for meeting one-on-one with the travel writers who best represent our drive market, as well as writers from the Midwest and the eastern half of Canada. The convention offers an additional opportunity to provide our new communications products to a receptive audience. Travel Media Receptions Organized and conducted by VISIT FLORIDA, media receptions provide an ideal opportunity to interact on a one-on-one basis with travel media representatives who have been qualified and invited to the event by the VISIT FLORIDA staff. The number of media contacts made at these receptions generally exceed the number of appointments that could be set up by individual VISIT FLORIDA partners, thus making them both efficient and cost effective. The VCB’s Communications Staff will participate in two receptions, these are: New York City Chicago January 2006 February 2006 Cost per reception: $1200 (registration, airfare, lodging) FILM COMMISSION LIAISON Among the communication staff’s “other duties” is the responsibility for serving at the local liaison with the Florida Film Commission Office. Although SAPV&B does not often have the “big city, urban environment look ” required for some major motion picture productions, the area offers authentic historic settings, beaches, semitropical rural settings, and a unique Mediterranean look that sometimes turns out to be exactly what is needed. The Florida film office in Los Angeles regularly sends leads to the communications staff and, when appropriate, we provide location search services, photos, and other support for producers. As a result, St. Augustine plays the role of Lima, Peru, in the soon-to-be-released “Celestine Prophecy” and served recently as the location for the independently- produced “Things That Hang From Trees”. The primary motivation for pursuing motion picture productions is the positive economic impact they have on the local community. For example, the selection of SAPV&B as the location of even a moderately-budgeted film production can easily add several thousand room nights of expenditures and significantly increase spending for food, gasoline and other necessities required by the production crew. PHOTO ARCHIVES AND GRAPHICS DEVELOPMENT The communications staff maintains a comprehensive photo library in house, on the website and through the on-line services of clean-pix. The archives are reviewed regularly and new photography is digitally enhanced by staff and cataloged so that it becomes available for promotional use when appropriate. In addition, the communications staff develops graphics for in-house produced promotional pieces such as Category II enhancement events and the Bridge of Lions Restoration Project. IMPROVE COMMUNICATIONS WITH MEMBERS 65 During the past year, a major communications improvement was made when the cumbersome and labor-intensive hardcopy of CURRENTS was replaced with an e-newsletter of the same name that reaches members with timely and pertinent information. At a minimum, 10 issues will be distributed in FY 06. The twice weekly distribution of e-news items about St. Augustine, Ponte Vedra & The Beaches and pertinent tourism industry related topics to members was reestablished in the spring of 2005 and will continue. In addition, a system for providing members with daily updates on Bridge of Lions construction activities was developed. In FY06, we will further improve communications by implementing a system for forwarding actual hardcopy clippings to members who are mentioned in news stories. In its initial stage, this system will only forward copies from publications with circulations in excess of 100,000 copies or in which the member is prominently featured. This system will be implemented in October. The August, 2006 issue of CURRENTS will include an on-line questionnaire for the use of members in expressing their satisfaction, or lack thereof, with our communications efforts designed to meet their needs. Available through www.SurveyMonkey.com, the survey will also provide an opportunity for submitting more detailed comments will also be offered through the questionnaire. VCB STAFF SUPPORT By providing needed internal communications support to other VCB departments, the results of efforts made by these departments will be enhanced. All initiatives of the Communications Department will be integrated with and support the efforts of the Sales Department, Research Department and Advertising and Marketing Efforts. Objectives Integrate all departments’ initiatives in the Communications Department by providing members with Research results in Newsletters, supporting paid advertising venues through distribution of media Kits, current news releases and story ideas to targeted media and supporting the Sales Department initiatives by incorporating cooperative efforts. 66 INTERACTIVE OBJECTIVES AND INITIATIVES VCB ELECTRONIC MAGAZINE The Interactive strategy for the VCB includes monthly electronic magazines to a database of subscribers, whom requested more information on the destination via the website, the Visit Florida Dialogue Program and the Visit Florida Downtowns, Small Towns initiative. The email magazine features a story, itinerary and event schedule promoting activities for the upcoming six to eight weeks. For example, in July of 2005, the feature story was Beach Value Packages, Beach and Recreational Activities and the upcoming events in August. The goal was to increase August and September visitation and featured Beach packages from throughout the destination. (See attached copy of emagazine.) Every emagazine links back to the www.Getaway4Florida.com website. This program will be measured through the open and click through rate to our website for more information. The first edition of the magazine, which was sent in May of 2005, had a 36.4% open rate and a 7.7% click through rate. The industry standard open rate is between 25% to 30% unique opens, although good email campaigns will generate 50% open rates. The standard click through rate is 5% to 8%. If you have a good relationship with the customers receiving the email, you should have a 15% to 20% click through rate. The unsubscribe rate should be less than 1% and the bounce rate should be less than 2%. (SOURCE: Ask the Experts, Connectus, a leading online marketing firm) FY2006 Emagazine Schedule Month Feature Sept. World Golf Hall of Fame Inductions Oct. Magical Holidays Nov. New History Story Dec. Explore St. Augustine’s Varied Past Jan. Where Old Flames Generate New Sparks Romance Feb. Drama of THE PLAYERS Championship March Beaches and Bastions April Celebrating Nature, Birding & Nature Fest Itinerary Golf Based Romance Historic Activities Historic Activities Valentine’s & Golf and Spa Beach & History Nature Based 67 May June Focused New Beach Story Ponte Vedra Beach Beach and Water Ponte Vedra SAPV&B WEBSITE REDEVELOPMENT The VCB will redevelop the website to reflect the new Vignettes of Style campaign and the current VCB logo. The website will consist of three distinct sites with one for the consumer, one of the trade organizations and one for the media. Consumer Site, www.Getaway4Florida.com: Redesign the home page to be more user friendly Use the new campaign and brand image Add an Educational Tour Planning Section primarily for school teachers Add a Destination Wedding/Honeymoon section Add podcasting capabilities for self- guided tours and event information Add instant messaging capabilities for those who want fast answers online Add downloadable e-guides (VCB Vacation Planner) and special interest publications Trade Site, www.MyFloridaMeetings.com: Improved RFP for meeting and group tour planners Improve the planning tools by offering a dynamic planner and itineraries Add photos distinctive to the meeting and group planners needs Media Site, www.Getaway4Florida.com/media: Add downloadable/customized B-roll Add story ideas Add a photo library with high and low resolution images Add a searchable clips archives Another improvement to the website will be the establishment of E-guides, which are downloads of the vacation planner and other collateral pieces for the consumer and trades. This will help the VCB cut down on its printing costs for the vacation planner and postage costs. Visit Florida Opt-in Email Lead Co-Op Program The VCB will participate in the Visit Florida Lead Co-Op Program in the areas of Family/Kids/Attractions, Luxury/Spa/Shopping and Heritage/Culture. We have purchased 10,000 leads in each category. 68 Visit Florida will deliver leads unique to SAPV&B and will guarantee that 25% of the leads will visit Florida. Visit Florida will pre-qualify the leads by area of state, specific destination and vacation interest. The leads will help the VCB grow our database of email subscribers, which we use to send our monthly e-magazine. ON-LINE SALES & MARKETING As previously mentioned, our presence through on-line meeting planner sites that allow research, advertising and on-line group “Requests for Proposals” is essential. We will be developing and marketing on three of these sites this year Starcite, Plansoft and ConventionPlanit. We will use Starcites Top Level Marketing Package. This is the largest Web-based RFP generating website in the industry. This site has functions specifically designed for Convention & Visitor Bureaus. It is used by Maritz/McGettigan, American Express and virtually all the pharmaceutical companies to name a few. ConventionPlanit.com is two years new to the industry. This powerful website already has a following of 80,000 third party and corporate meeting planners using the site for RFP submission. This will be one of the largest sites along with Starcite in the next two years. We can take advantage of introductory pricing and develop an enhanced listing plus have two “Spotlight On” St. Augustine and two banner rotations through the year to increase visibility and specific RFP generation. With the website Plansoft.com we will purchase a Mid-level Marketing Tour which will give us placement as well as the visuals in photography and/or video that so many meeting planners are requesting when they do their research. This site reaches 220,000 users and planners. Distribution channels such as "powered by PlanSoft," which is used by many third party planners, such as Conferon, David Green Assoc., Rosenbluth, etc. SPORTS MARKET OBJECTIVES AND INITATIVES GATOR BOWL ASSOCIATION The VCB will continue its partnership with the Gator Bowl Association. The Gator Bowl is on New Years Day each year. The VCB will once again host both teams and many fans of this annual event. The VCB will add to our website Gator Bowl packages and Hotel Availability. 69 Each year once the teams are announced, typically mid-November, the VCB sends a press release to the Alumni Associations of the two schools, local press in the area of the Universities and to the Athletic Association of the Universities. We also work with the Gator Bowl Association to ensure the packages listed on our website are promoted through their fan call center, MTS Travel. ACC FOOTBALL CHAMPIONSHIP, DECEMBER 3, 2005 College football’s Atlantic Coast Conference added new teams necessitating the conference’s first-ever championship game. Through the efforts of the Gator Bowl Association, Jacksonville will host the championship game for at least the first two years. The VCB will utilize elements of its successful “Touchdown In St. Augustine, Ponte Vedra & The Beaches” Super Bowl campaign to take advantage of the opportunity created by the Gator Bowl Association. The championship features the top team from the Atlantic Division against the top team from the Coastal Division and will air live on ABC on December 3rd, 2005. Both teams and many of the fans will likely be staying in SAPV&B for the game. Beginning in October, PR efforts will include outreach activities to ACC school home cities and those of significant fan base. We’ll contact ABC Sports too, to see if any opportunities come up there. Special packages and hotel room availability will be posted to our website. Once the competing teams are decided, we will focus our efforts on contacting media in the area of the Universities and to the Athletic and Alumni Association of the Universities. We also work with the Gator Bowl Association to ensure the packages listed on our website are promoted through their fan call center, MTS Travel. THE PLAYERS Championship St. Augustine, Ponte Vedra & The Beaches has some exceptional opportunities ahead with planned changes in THE PLAYERS Championship and the TPC Stadium Course. The event features the best field in golf and in 2005 featured the largest purse in golf. For the PGA TOUR golfers, this is their home field event. The 2006 THE PLAYERS Championship is scheduled March 23-26. Big changes begin March 27th. The PGA TOUR is investing heavily in this event over the next two years. Among the changes already planned or being considered: 70 Moving the tournament to May beginning in 2007. Demolition of the existing clubhouse and construction of a new one. Architecturally, the new clubhouse could be a unifying link between the striking Mediterranean buildings of the Flagler era and newer construction found in Palencia and Ponte Vedra. Improvements to the Stadium Course (it will temporarily close following the 2006 tournament) will make the course more fan friendly and will provide more opportunities for corporate hospitality areas. Efforts by the tournament management to increase the number of people from out-of-state attending THE PLAYERS Championship – including increasing the corporate involvement from out-of-the-area. Seemingly, the goal for the PGA TOUR is to make THE PLAYERS Championship officially the fifth major. If that happens, it will be one of only two of the majors played on the same course every year. The other is The Masters in Augusta, Georgia. Under that scenario, Ponte Vedra Beach would become firmly established as a premier golf, spa and beach destination. It, along with St. Augustine and the World Golf Village would benefit from the increased exposure provided by the tournament as a very desirable incentives and corporate meetings destination. The VCB is working closely with THE PLAYERS organizers and will market the tournament as a premier corporate hospitality event. The tournament gives SAPV&B the opportunity to align our brand with the strength of the tournament’s brand. When THE PLAYERS becomes a major, SAPV&B can benefit greatly from partnering with such a high profile quality event. FLORIDA’S FIRST COAST OF GOLF Florida’s First Coast of Golf (FFCG) is a regional leisure golf travel marketing organization (Duval, Clay, Amelia Island, St. Johns and Flagler). Besides the public sector support and involvement, privately owned golf courses, resorts, hotels and related businesses participate in cooperative program s ranging from advertising to sales, to booking First Coast golf vacations. The program has nine hotel members and 12 golf course members representing from SAPV&B. Florida’s First Coast of Golf sells packages directly through its website and 1800 call-center. So far this year, there have been 5,044 hotel rooms booked in SAPV&B through the program, which represents 63% of the total rooms booked for the region. There have been 11,522 golf rounds booked in 71 SAPV&B through the program, representing 59% of the total golf rounds booked in the region. FFCG targets the Atlanta, Boston, Chicago, Tampa/St. Petersburg, Bergen, NJ, Washington, D.C., New York, Baltimore, Orlando and Tallahassee metropolitan areas, which are based on a geographic analysis of customer and inquiry data study from 2004. The competing markets for FFCG are Myrtle Beach, Orlando, Scottsdale and Southern California, Gulf Shores and Jones Trail and Hilton Head. In FY06, the program will include paid advertising in several golf publications such as GOLF and GOLF For Women, PLAY FLA booth share at golf trade shows, representation at International Golf Travel Market, Southwest Airlines gateway promotions and other special promotions, electronic marketing and public relations to the golf market. SPECIAL EVENTS OBJECTIVES AND INITIATIVES Space Coast Birding and Wildlife Festival November 16-19, 2005 Titusville, Florida $175 Total Cost 2,000 field trip participants* The Space Coast Birding and Wildlife Festival provides us the opportunity to promote the 2006 First Coast Birding and Nature Festival and year-round wildlife opportunities in St. Augustine, Ponte Vedra & The Beaches (SAPV&B) to a highly targeted audience. SAPV&B received 34 consumer contacts and made four exhibitor contacts from the 2004 Space Coast Festival. In 2005, our goal is to increase our consumer contacts to 100 and our exhibitor contacts to 10. SAPV&B will produce and distribute a rack card with information on the 2006 Birding and Nature Festival. (*Does not account for attendees partaking in multiple trips) 2006 Florida’s First Coast Birding and Nature Festival May 11-14, 2006 $50,000 Advertising Budget St. Augustine Amphitheatre 2005 Festival Statistics: # of first time visitors to SAPV&B 97% increase in advanced registration 18% increase in # of events held 72 21 states represented outside of Florida 11% increase over 2004 California, Washington, Louisiana, Texas, Alabama, Connecticut, Illinois, Indiana, Massachusetts, Maryland, Michigan, North Carolina, New Jersey, New York, Ohio, Pennsylvania, South Carolina, Virginia, West Virginia, Wisconsin and Georgia The First Coast Birding and Nature Festival was born through a suggestion from a VCB Committee. The objective of the First Coast Birding and Nature Festival is three fold: one to attract birders to book at least two nights in the SAPV&B for the event itself; two to develop new markets for the destination; and three to build nontraditional tourism alliances within the community itself, in essence gaining new supporters for the tourism industry. Birding is currently the fastest growing reason for travel, according to Visit Florida. Birders travel patterns and demographics are very similar to heritage travelers. They typically stay longer at a higher average rate and travel further for birding opportunities. Birders are generally characterized in the active seniors market. In 2005, the Festival continued its partnership with the Jacksonville and the Beaches Convention and Visitors Bureau, the Clay County Chamber of Commerce’s Tourism Division and the Flagler County Chamber of Commerce’s Tourism Division thus creating a truly regionally supported event. The Festival Steering Committee is comprised of about 25 individuals representing state parks, county parks, Audubon and other related fields. The committee will meet bi-monthly to plan for the 2006 festival beginning in July of 2005. This past year, we continued our partnership with Outdoor Photographer and Audubon Magazines. For the second year, we produced a 28-page comprehensive guide and website for the Festival with a registration component. The VCB printed 20,000 Festival Guides and distributed them at the following locations: I-95 Florida Welcome Center City of St. Augustine Visitor Centers Visitors and Convention Bureau’s Beach Visitor Center Sponsor locations throughout Northeast Florida Public libraries throughout the region All Visitors Centers in Duval County All regional County Extension Offices All regional State Parks, Reserves and County Parks After each festival, the VCB holds a Festival Wrap Up meeting to discuss what worked, what didn’t work and suggestions for improvement. The wrap up meeting has proved to be extremely valuable in year’s past. The following plan of action for 2006 was drafted from the meeting: 73 Feature a well-known birder and provide more field trips that cater to avid birders to balance the number of photography events. Provide better signage at the St. Augustine Amphitheatre especially for the registration table, seminar room, restrooms and where participants meet for field trips. Use the real estate type of signs. Allow one evening for a two-hour social. By offering a social we will increase attendance at the St. Augustine Amphitheatre and allow our sponsors and vendors a chance to showcase their products. Look at other companies to provide transportation to off-sight locations and possibly providing transportation to all of the Jacksonville field trips. Pull more support from our partnership with the Jacksonville and The Beaches Convention and Visitors Bureau. In 2005, Kids’ Day was limited to schools within walking distance or private schools with their own transportation. In 2006, we will solicit sponsorship for transportation. This will allow us to offer AM and PM sessions on both Thursday and Friday to all of St. Johns County Elementary schools. INTERNATIONAL MARKET OBJECTIVES AND INITIATIVES Northeast Florida Regional Tourism Alliance The Northeast Florida regional tourism agencies have formed an alliance to market to the international visitor, focused on the German market. The alliance consists of the Jacksonville and the Beaches Convention and Visitors Bureau, Amelia Island Tourist Development Council, Clay County Chamber of Commerce Tourism Office, Jacksonville International Airport and Jacksonville Port Authority, Florida’s First Coast of Golf and SAPV&B VCB. The alliance was formed to pool our resources and marketing funds to better penetrate the international market, which individually we would not be able to achieve. The international visitor has higher disposable income, tends to stay longer than domestic visitors, spends more, books further in advance and has an interest in experiencing the “American way of life.” This bodes especially true for the German visitor. The international market is seeing a rebound due to the strength of the Euro against the dollar (gained about 18%). Germans get 20 to 35 days of paid vacation a year and their average length of stay is 13 to 14.5 days. The 74 German speaking countries are the second largest overseas visitor market. The Germans also place a higher priority on vacation. They still book through a travel agent or operator (had a 46% increase) vs. the Internet (only 4% book online). (SOURCE: ITI Marketing) The regional alliance formed a five-year agreement and is building the fiveyear marketing plan for the international visitor. The group will be represented by ITI Marketing, which SAPV&B has had a relationship with for several years. The first phase of the plan will be to build awareness for the Northeast Florida region through public relations focusing on the trade media and tour operators in Germany. An inventory of the products available in the region will be completed and the region will develop a presence on the Destinations2Discover website, which will be the main communication piece in the early phases. The website will be a template and interchangeable. It will include maps, tour operators, news, travel suggestions, photos and an area for searches. The region will also host one to two group press trips consisting of travel and travel trade writers from the German market. The first trip will take place in October and the second will most likely occur before/after POW WOW, which is in Orlando in 2006. The region will focus its marketing efforts on golf, heritage and history and nature based tourism. The regional alliance is still developing what we will name ourselves. We are searching for a name that will identify the experiences one will have when they travel to Northeast Florida. An example of how another region identified itself is The Rhythms of the South, which encompasses Atlanta, Louisville, Nashville and New Orleans. This program is finalizing its marketing plan, which will be complete by the end of August. SPAIN INITIATIVES In addition to the regional marketing alliance, SAPV&B will begin to develop the market from Spain. The VCB participated on a Visit Florida sales mission to Spain in April of 2005 and through that trip identified several travel media, trade media and Spanish tour operators. In FY2006, we will develop a DVD with testimonials from local Spanish residents and visitors from Spain. The DVD will also showcase SAPV&B focusing on the golf, shopping, history, nature based activities and upscale amenities that the Spanish visitor likes to enjoy on vacation. What SAPV&B 75 lacks for this market is an established nightlife, although, with the development of the San Sebastian Harbor Project over the next few years this will change. The DVD and a press kit specifically for the Spanish media will be sent out throughout the year. The DVD and materials will also be sent to the Spanish tour operators. The VCB staff will begin taking Spanish lessons once a week in August in preparation for tapping the Spanish market and for the Hispanic market located in South Florida. UNITED KINGDOM REGIONAL INITIATIVES SPACE, SPEED AND HISTORY SAPV&B will partner with the Space Coast Tourism Bureau and the Daytona Beach Convention and Visitors Bureau to market to the United Kingdom travelers. We will begin the public relations to build awareness of the destinations for travel. 76 77 SAPV&B ADVERTISING A recent study of Illinois travel advertising undertaken by professors at Temple and Purdue Universities tested and supported previous hypotheses about the effectiveness of destination advertising. The role of advertising is to: Stimulate visits to a destination Exposing the destination to potential travelers Creating a positive image of the destination Stimulating a preference for the destination leading to an eventual visit Television appears to be more effective in stimulating top of mind and ad awareness, but does not prompt request for more information. Print is more closely linked to increasing requests for travel information. Of the print advertising options, newspaper stimulated short-term action better and is perceived as being more believable. Modeling Tourism Advertising Effectiveness, Journal of Travel Research, August 2005 OBJECTIVES AND INITIATIVES In keeping with the Marketing Strategic Positioning Statement the following are advertising initiatives for 2005/2006: Launch of a new Creative Campaign based on the three distinct cultures offered by beach vacations, luxury vacations and heritage experiences available in SAPV&B Bring consistent look and communication strategy to all VCB marketing and promotional materials: Print Media, Direct Mail, Television, Website Design, Vacation Planner and other collateral pieces Develop a new Television Campaign supporting both Spot Markets and PITV 78 In support of the new initiatives being placed against the Meetings & Incentives Market, develop a Comprehensive Integrated campaign to include Print Media, Expanded use of Direct Mail and Greater exposure through on-line meeting planner websites The development of collateral, direct mail, premiums and guerilla tactics in support of the expanded trade show programs Expand the Nights of Lights promotion into a Fourth quarter/Early First quarter marketing program promoting the entire county/destination 2006 New Print Creative Campaign: Meridian Group has developed a new print advertising campaign that will launch in late 2005. The creative strategy is based on the premise that each area of St. Johns County (St. Augustine, Ponte Vedra, The Beaches) has its own sense of unique style, ambiance and appeal. The creative also supports and enhances our Brand in the marketplace. Although each advertisement features one of the three areas of SAPV&B, the copy speaks to the total sum of the parts, ending with “It’s like three vacations in one – in one convenient location.” This new look will be utilized to create consistency in all promotional materials, fulfillment pieces, our websites and in TV. The photography, which will be shot in September communicates the uniquely different style and ambiance found throughout the county. Development of new television campaign: Upon approval, The Meridian Group will develop a new series of television spots that are based on the same strategy as the print campaign. The spots will feature each of the three areas of St. Johns County and focus on the distinct style and ambiance of each. The commercials will then be edited to be used either as stand-alone :30 spots or one :60 spot featuring all three areas. For the first time in recent history, the agency will use spot market television in addition to pay-per-inquiry. Spot-market media placements will surround times of the year when the immediate region is being highlighted for a particular event such as The Players Championship and Nights of Lights 4th quarter initiative. 79 Development of comprehensive, integrated marketing program for Group Meeting and Incentive Market: As we see from the Meetings and Incentive Market Characteristics sections of our plan … “Corporate meeting planners indicate they are likely to shorten meetings and replace larger meetings with one or more smaller meetings” … that many (Incentive) programs are held in locations closer to participants’ homes” … and with “80% of all decision criteria and interest in moving forward (with selecting a meeting site) comes from the website. Websites are the new sales packet.” … The Meridian Group is supporting the sales efforts of the VCB with the following integrated program: • Due to the documented decline in readership on the part of meeting planners of the “Meetings Books”, we are reducing print media programs to Directory and Florida focused opportunities such as Visit Florida’s Official Meeting Planners Guide. Utilizing the new creative look, Develop Top Level Marketing Packages for use on the three key on-line meeting planner sites … Starcite, Plansoft and Conventionplanit. Develop a high-impact Three Dimensional Mailer including a premium featuring the SAPV&B logotype. The mailer to be distributed to a very select-targeted group of corporate planners and incentive buyers. Utilize the services of, and the database available through, a high quality Meeting Planner Data Base management company for effective identify the select targeted planners referenced above. Develop an interactive CD Rom with video flash as well as a direct link to www.MyFloridaMeetings.com Key group meeting and incentive properties will be featured. Utilizing the new creative look, develop a new trade show booth for use across all markets and at industry trade shows. Develop a post card series with the new creative that can be customized for use prior to, during and as the follow-up contact vehicle to maximize exposure of the destination with prospects uncovered at these trade shows. • • • • • • THE PLAYERS Championship as an Event to Increase Corporate Incentive Buyers’ Interest in SAPV&B as an Incentive Destination: The Meridian Group has under development several marketing initiatives to target CEO’s, Marketing Vice Presidents and other Senior Executives of corporations, both large and small, to educate them about utilizing the Tournament Players Championship as their corporate entertainment venue. 80 The intent is to have these corporations bring their customers to the event, allowing the Visitors and Convention Bureau the opportunity to promote SAPV&B to all of these as a viable incentive destination. The program will utilize targeted Direct Mail as described above … and will be taking advantage of known contacts in the area of Sports &Hospitality Marketing to target those prospects most inclined to respond positively. The goal, again, is to expose SAPV&B as a very viable Incentive Destination. Nights of Lights as Vehicle to Market Fall 2005/Early winter 2006: As indicated in the Overview section above, we are expanding efforts in this area in order to promote the destination in its’ entirety during this special “season.” Utilizing a promotional sweepstakes supported by a combination of Newspaper Inserts, broadcast and interactive, targeting key audiences in zip codes over indexing in interest of culture and history the initiative will drive more mid-week business during the fall and early winter. Specific references will be incorporated to create greater awareness of the entire county. IE: “Days of Pampering … Nights of Lights.” The “Nights of Lights” Calendar of Events (covering the months of November, December and January) may also be utilized as a fulfillment piece for inquires generated by media initiatives. Event details are being obtained so this brochure will be produced earlier than ever before. Meridian Group’s media department is in the process of contacting and negotiating with print and broadcast media to create partnership that will expand our reach and frequency without increasing our budget. Package giveaways to the Nights of Lights celebration have been secured through the VCB office and more will be added for this purpose. SAPV&B 2005/2006 Media Overview OVERALL GOAL This year’s overall goal is to increase visitor yield. The focus will be “quality” leads and visitors vs. quantity of inquiries. As indicated in the Overview of Initiatives, Nights of Lights will be positioned as a Seasonal Focus, Marketing Mid Nov – Mid January. Our other primary objective is to enhance the awareness for St Augustine, Ponte Vedra and Beaches in the Meetings and Incentives Market 81 STRATEGIC INITIATIVES Define target audience and geographies in seasonal terms. Target upscale visitors and prospects from Mid-Atlantic and Northeast to promote longer length of stays, while maintaining our position in Southeastern traditional markets. Conduct analysis of appropriate media venues based on MRI Research data against primary target audience. Develop initiative to market Ponte Vedra as a destination within St. Johns County among more affluent audiences, targeting the customers by lifestyles, attitudes and interests. Execute executive initiatives targeting CEO / Meeting Planners to support direct sales efforts with Meetings and Incentives. TARGET AUDIENCE: Primarily Leisure: Married women 35-64 living in or adjacent to the southeastern United States, with household incomes of $75,000+, with school-aged children or empty nesters. Specific segments identified below. Spring: Couples and Families: Married women aged between 35 and 54 with School-aged children. Fall: Couples: Married persons aged 35 and older at the empty-nest or retirement stage of life, residing in the eastern US. Primary Meeting/Incentive: Meeting planners, who book smaller, upscale meetings. Primary geographic region is the Southeast, MidAtlantic and the Northeast. Seasonality: year-round basis, with the markets shifting from the Northeast in the spring and fall and the Southeast in late Spring and Summer. Leisure Target Segment Profiles Family Market Target: Women 25-49, HHI of $50,000+ with school-aged children. Seasonality: Predominantly summer vacation, spring break and holidays. 82 Couples Market Target: Affluent women 35+ married with HHI of $75,000. Secondary target would be a couple planning honeymoon destinations. Seasonality: Predominantly spring/fall shoulder seasons; winter from more cold climate areas. Active Senior Market Target: Adults 50+ skewed to women with HHI of $75,000 enjoying empty-nest or retirement. Seasonality: Similar to couples market but single women in this group prefer off-season travel to avoid family crowds and to take advantage of lower rates. Heritage Market Target: Adults 25-65 with HHI of $50,000+ who seek history-related experiences. Many are repeat visitors to SAPVB. Seasonality: Predominantly spring/summer but opportunity exists year-round. Eco-Tourism Market Target: Adults 35-65 with HHI of $60,000+ who actively seek experiences relative to hiking, birding and other outdoor activities; usually active photographers as well. Seasonality: Spring and fall Meetings/Incentives Target Segment Profiles Corporate Meeting Planners Seasonality: Predominately in the Spring and Fall Association Meeting Planners Seasonality: Mainly late Spring and Summer Group Tours Seasonality: Spring, Summer, Fall Budgets: LEISURE MAGAZINES/DIRECTORIES TOTAL SPENDING 2005-2006: $1,285,500 $630,500 83 TV INTERNET OUTDOOR $150,000 $35,000 $60,000 $240,000 ($70,000 CAT I BUDGET) $100,000 CAT II GRANTS NIGHT OF LIGHTS MEETINGS/INCENTIVE MEDIA TACTICS Leisure Market Media Advertising Television Media: PPITV program with :30 and :60 units are planned to be flighted to air mid-October –December, March – May and again July-Aug. In keeping with the over-all goal of increasing visitor yield, we will reduce the number of inquiries and therefore the cost. Spot market station selections to be made where appropriate programming includes a focus on the region. IE: opportunities such as the TPC. PPITV expands the reach of the brand message and provides a solid and trackable return on investment. Print Media: Narrow focus against specific target audiences, aligned with the audience geographically, and psychographics based on insights and reader interest. Increase frequency in publications that reach target audiences, taking advantage of appropriate Visit Florida media partnerships to extend the efficiency of the budget. Gain efficiencies by utilizing Southeast and Northeast regional travel section in national lifestyle print magazine. Execute print campaign in half page four-color units in magazines and directories according to desired editorial and seasonality. Samples of titles to be used include: AAA Tour Book Conde Nast Coastal Living AAA Going Places Oprah “O” Travel & Leisure 84 Frommer’s Budget Travel AARP Magazine Visit Florida Specialty Print Magazines Southern Living Reader’s Digest Bridal Guide Continued participation with American Express custom integrated marketing programs such as: Small Towns and Down Towns, Culture and Heritage and Golf and Spa; all which include elements of consumer print, online marketing, direct mail to American Express Card Holders, and marketing effort to travel trade professional. Outdoor Media: Maintain outdoor advertising as contracted for events and drive-by travelers on adjacent interstates. Internet Media Used to support events, increase exposure, build brand awareness, broaden the overall reach, and build a database to further dialog with visitors. Negotiate websites presence on publications used for print advertising. Optimize web search engines to build brand awareness and support events and festivals Category II Media: Integrate the Category II events into the overall marketing campaign, by using added value to further promote festival and events. Execute a newsprint campaign with a series of ads in Sunday Arts and Entertainment and/or Weekend Guides. Aligning similar events into larger ads for cost efficiencies. Use spot radio news/traffic/weather sponsorship to support the print campaign and to broaden the reach. Geographical focus: Daytona, Jacksonville, Gainesville, Orlando, and Tampa Festivals: (Dates and Budget outlined below, production charges are included in budget.) St. Johns County Fair Ponte Vedra Wine Festival Nov 15-20 Nov 4-6 $15,000 $15,000 85 Additionally, we will be fostering a relationship with Florida Public Broadcastings System to support the event with on-air promotional spots both on radio and television, print mention in the member’s newsletter and online presence. Additional markets may include Savannah, Hilton Head, and Tallahassee. St Augustine Air show Epic Celebration of Spring Celebrate Ponte Vedra Gamble Rogers Apr 1-2 Apr 20-23 May 5-6 May 5-7 $12,500 $22,500 $20,000 $30,000 Nights of Lights Oct-Jan’06 $30,000 Deploy dedicated newspaper inserts zoned by zip code and indexed against target audience of Women 35+ with a household income of $75,000 plus and a interest in Culture and Heritage in South Georgia, South Carolina, Mid and Southern Florida. Insert is to be supported by spot market radio sponsorships and newspaper web sites and possibly spot cable television. First Coast Nature Festival May, 11-14 2006 $45,000 Execute Media partnership already developed with Outdoor Photographer and Audubon. Both publications are to provide a speaker at the event and a sponsor. In addition to the paid print campaign both publications have offered added value in the form of e-mail blasts, inclusion in their electronic newsletters and poster distribution to further promote the event. MEETINGS/INCENTIVES AND GROUP MARKET MEDIA ADVERTISING Objective: Provide support to the direct marketing and sales efforts of the VCB staff, primarily through Meetings Planner Directories as shown below. Target Audience: Meeting planners, who book smaller, upscale meetings. Primary geographic region is the Southeast, Mid-Atlantic and the Northeast. Strategies and Tactics: Primary focus for this segment will continue to be direct sales efforts. Direct sales efforts will be reinforced and supported through the use of direct mail and advertising insertions in selected meetings directories and annual issues. 86 Develop and executive new initiatives with e-marketing, including online exposure on key on-line meeting planner sites, as identified in the Comprehensive Integrated Marketing Program section of this plan. Utilize direct communication via e-mail blasts and other communication vehicles as well. Selected media includes: Florida Official Meeting Planners Guide – NE FL TAB FSAE Annual Resource Directory Convention South Site Directory Meeting South Annual Guide Successful Meeting Annual Source Book NTN Annual Directory Group Travel Planet Magazine * (*to support the online booking engine of SJC website – client directive) SAPV&B Official Travel Planner Distribution The VCB distributes the Official Travel Planner, produced by Miles Media Group, annually. The VCB produced 160,000 planners, which are used as the fulfillment piece when someone requests more information on SAPV&B. Our inquiry response house, Phase V of Southwest Florida, answers the 1-800 calls and fulfills the travel planners. Phase V processes an average of 3,000 planners a week. They are also distributed at the Official Florida Welcome Centers and the Jacksonville Airport Information Booth. The Vacation Guide will be added to the website as an electronic book that individuals can download and print. The e-book will use new technology to allow individuals to flip the pages, print with ease and will not be adobe based. This will reduce costs of production for the VCB and allow the visitor instant access to information on the destination. Our distribution to the Welcome Centers and the Jacksonville International Airport totals 52,650 vacation guides per year. This does not include distribution during consumer Trade Shows the sales staff participates in throughout the year. 87