Attracting Travelers
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I-25 Eco-Development Mission: To drive more traffic and thus more business through the I-25 Corridor at 10 Off-Ramp locations from Trinidad to Walsenburg to Pueblo and Colorado Springs. Southern Colorado Can Generate Millions Over 14,000 cars drive past us on the I-25 every day with 1.5 People = Over 7.5 Million people every year If we could attract just 1% = 75,000 that would spend an average of $100 = 7.5 Million 7.5 Million Would exchange hands an average of 4 times = 30 Million added to our economy Most Marketing Plans that work, will average 2.5% to 10% Pueblo Resolution 2013 Newspaper Tourist Cards Billboards TV Commercial Radio Commercial Media Plan Television Utilize three broadcast stations that get reception from Trinidad to Colorado Springs - KOAA, KRDO, and KXRM. Focus on news programming, early morning, evening, and late news, which allows people to see our message and check weather simultaneously. and any grass roots promotions available. Radio Focus on drive times 6a-10a and 3p-7p M-F, daytime Saturday and Sunday, reaching vehicles driving to and from work and on the weekends. Stations would include: KCRT, KFEZ, KSPK, KKFM, KATC, KILO, & KRXP covering the entire radius from Trinidad to Colorado Springs. Sponsorships, billboards, and any grass roots sponsorships available. Print The Chronicle, to cover Raton and Trinidad, publishes on Monday thru Friday with the option to advertise twice per week. Circulation on the Chronicle is estimated 4,000. The Huerfano World Journal publishes only on Thursdays with a circulation of 2,500. The Pueblo Chieftain on Wednesday and Sunday has a solid circulation of 38,794. The Gazette on Wednesday and Sunday only (the two largest readership days) with a circulation estimated at 80,000. Billboards Locations along I-25: • Raton-South facing billboard before entering Colorado with an estimated weekly impression of 15,954. • Colorado Springs-South facing billboard north of Bragdon Road, exit 108, with an estimated weekly impression of 63,618. The Website Draft Budget for I-25 Eco-Development Campaign Revenue Trinidad 10000 Walsenburg 10000 Pueblo 30000 Colorado Springs 50000 Private Sector 50000 Total 150000 Expenses Digital Platform 49000 12 months App for Travelers Social Media Website Billboards 20000 8 months Radio 24000 8 months TV 30000 8 months Print 27000 8 months Total 150000 Attracting Travelers Mobile Application for Southern Colorado Marketing Then and Now 10 Years Ago Seller in Control Today in Control Brochures, Data Sheets, White Papers, Price Sheets, Plus – Website Content, Podcasts, Screencasts Testimonials Blogs, Discussions Groups, Apps, Social Media Outside Outside Sales Sales Fulfillment/ Fulfillment/ Customer Customer Service Website Service Website Inside Inside Sales Sales The Interstate 25 is a Resource for Southern Colorado Southern Colorado has depended on the coal and gas industries for survival. While it is always good to support local industries we can not rely completely on just a few of them. Southern Colorado is beautiful with a wealth of history, artistry, traditions and locations that will appeal to a variety of travelers if they knew about them and had access to them. An average of 14,900 cars travel through Southern Colorado on the I-25 daily. How do we help them explore and enjoy our town? Today’s Solution – A Mobile Application The Mobile Application is unique and has differentiating features; builds a rich and informative consumer experience; is easy to use for all types of visitors; has a companion website to enrich the content and increase online presence. is marketed on GPS systems to target travelers along the I-25. Why Create a Mobile Application? The "Using Mobile Search On Vacation" study revealed that more than half of consumers bring mobile devices on vacations and are using them to search for local restaurants, hotels and attractions. Moreover, the study revealed mobile users are not just browsing the search results, 89 percent are acting on the information they discover. One-quarter made a purchase after finding a local business, half contacted the company and another half went to the physical location. To capitalize on these opportunities, owners need to optimize their online presences for local searches. This means updating information on Google and other search sites such as Yahoo and Bing as well as social network accounts. Including local addresses and coordinates that can be used to locate the firm may help the business show up on more searches generated in the area. (SEO.com study by Five Point Capital) 40% of U.S. Respondents Planned Trips Using Mobile Devices; 60% Downloaded Travel Apps 23% have reviewed a hotel, restaurant, or attraction they've visited using a mobile device while on a trip. 38% post status updates to social networking sites to keep friends updated on their travels. 47% of respondents have used their mobile devices internationally. The greatest frustration with mobile devices when traveling, not surprisingly, is sporadic connectivity, according to 35%, while 25% identified small screens as their biggest mobile device gripe. 75% of respondents said they use GPS devices when traveling. 59% of travelers have used the GPS capabilities of their mobile devices. (May 25, 2011 PRNewswire) WHO Would See Us? Mobile Application Features 1. Visitor Information - Lodging, dining, shopping, places, events, nightlife, hotels, arts, museums 2. Information on upcoming special events 3. Around Me – Augmented reality using geo-tracking points of interest based on customer current location. 4. Encyclopedia of significant historical events, characters, buildings and even century family histories 5. Area map 6. About Southern Colorado, CO 7. Facebook check-in and status posts, Twitter, Flickr, Google+ and YouTube 8. Contact the City of Southern Colorado, CO (Tourism Board, City of Southern Colorado, Economic Development…etc.) 9. Coupons and Specials Application Description • When any record is selected a detailed window will allow user to (Display Location Map, Directions, Videos, Pictures, Reviews, History, Call) • Search: User can find nearby features in defined proximity from his location. • Ability to remind user when he is close from to an event (time) or a location (distance). • The application will have most data stored offline (coordinates, text, markers, symbols) and can be updated when the user requests it and has data connection on his mobile phone. Other data such as videos and photos will be stored at server side and can be displayed only when there is a data connection. • Ability to add featured (paid) links -advertisers. Also ability for the user to receive an alert when they are close to the advertisers (for example - Best museum for western art close by - go there now, call), ability to include special offers( for example - - you are now going past Corner Shop Cafe – special lunch today only $6.00) • Web admin module is built into app so admin can easily view and manipulate tourist records (Add new, Edit and Delete) and their related geographic locations which are all stored in a back-end database (MySQL). Geographic data includes a few polyline records (e.g. paths) which need to be stored and shown for some locations in the mobile application as well. The Internet is a Resource for Southern Colorado There are people all over the world that would enjoy the quaint yet adventurous spirit of Southern Colorado. Many would be excited about the Highway of Legends, the A.R. Mitchell Museum, Mt. Carmel Health and Wellness Center and many of our local shops, galleries and attractions. How do we open our community to them? Our Solution – An Optimized Website The mobile application will be paired with a website that will offer more content and features for users while being mobile friendly itself. The website will market Southern Colorado, Colorado on a global scale through the use of internet technology, search engine optimization and GPS optimization. HOW IT WORKS Kiosk Interactive Kiosk An interactive kiosk is a computer-like device that provides people with self-service access to products and services. Unlike a regular PC, a kiosk typically performs only a few specific tasks, is designed to be used by many different people, and is often optimized for remote control and management. Benefit of Information kiosks The advantages that kiosks bring are significant, and increasing numbers of companies are utilizing them to deploy self-service applications. The recent surge in the popularity of interactive kiosks can be attributed to several factors. First, new technologies like web-based applications reduce project costs and reduce the need for custom software development projects. Next, the widespread availability of Internet access provides affordable way to connect all together, regardless of geographic location. Most significantly, though, kiosks represent a way to simultaneously lower overhead and improve visitor satisfaction. I-25 Kiosks Build and install 10 informational interactive kiosk on every exit where it is technical possible (stores, hotels, gas station etc.). All kiosks will be connected to internet and administrated remotely with control panel. Kiosks will run our well designed website, giving visitors all information needed while staying in Southern Colorado as well as keeping them informed about current events and promotions, giving them the option to sign in for e-mail newsletters, promotion letters, registering for promotional events and using QR codes etc. Combining web, mobile and interactive in one project helps to serve visitors better and reduce cost. Get Everything! Around SoCOMagazine OVER 187,000 Reads Last Month (September) www.AroundSoCO.com Conclusion We will pair a comprehensive mobile application with a globally marketed website to attract travelers and visitors to Southern Colorado, and also facilitate local residents to explore the area like never before. This is an opportunity for all of us in the community to put all our information in one place.