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Sevierville Visitor Center Goals

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Sevierville Visitor Center Goals TABLE OF CONTENTS 1 8 MISSION STATEMENT The Sevierville Chamber of Commerce is dedicated Letter From Brenda McCroskey, Sevierville Visitor Center Goals to the promotion of tourism, industry and economic Chief Executive Officer growth while preserving our history and heritage in Sevierville and Sevier County. 9 2 MARKETING PLAN CONCEPT Sevierville Special Events AND EVELOPMENT BY: Role of the Marketing Committee D Sevierville Chamber of Commerce 10 Brenda McCroskey - Chief Executive Officer 3 Chad Branton - Technical Operations Economic Impact Tony Funderburg - Director of Sales & Advertising Marketing, Advertising & Media Amanda Marr - Director of Marketing & 12 Communications 4 Sevierville in the Media Other Contributors Web Site Goals Sevierville Chamber of Commerce Marketing Committee Roland Langley - Graphic Design 5 Inquiries / Tracking 6 Social Media Plan 7 Collateral S EVIERVILLE 2017 - 2018 MARKETING P LAN LETTER FROM THE CHIEF EXECUTIVE OFFICER With ample tourism related growth Sevierville has focused on public projects that will make its newest information center on the main level giving visitors in the past two decades, plus a Sevierville an even more desirable destination. Chief among up-to-date national park information and the opportunity to prime location in the foothills of these is the Sevierville Convention Center complex, a purchase park souvenirs. America’s most visited national multi-million dollar project which opened in September of park, it’s easy to understand why 2007. This large facility regularly hosts multi-day events for As Sevierville’s tourism economy grows, so does its population. so many people flock to Sevierville thousands of out-of-town guests, making a positive impact on To meet the needs of our residents, new service facilities each year. New and upgraded our economy. In addition, The Sevierville Golf Club, which have recently opened. These include East Tennessee State hotels, the Sevierville Convention is situated just outside the Sevierville Convention Center, University’s Sevier County Campus, LeConte Medical Center, Center, the Sevierville Golf Club, has two 18-hole courses which receive rave reviews from which was named the most beautiful hospital in the United adventure attractions, wineries, tournaments and individual players. The combination of these States (2013) by Soliant Health, the 40,000 square foot King Brenda McCroskey distilleries, restaurants and retail elements in one location allows Sevierville to better serve the Family Public Library, and the Mountain Home Veterans businesses are helping Sevierville trade and competitive arts show markets while also providing Administration Medical Center. grow and attract more visitors each year. new entertainment options for our guests. But Sevierville has also earned a reputation for being business friendly and actively This is only the beginning of an exciting time for Sevierville In the past fiscal year, Sevierville posted a 5 percent increase in works to bring large-scale private developments to the city. and the Sevierville Chamber of Commerce looks forward to taxable lodging sales over the previous year, a 5 percent increase Wilderness Resort at the Smokies, a privately developed 702 continued planned growth and improvements throughout the in restaurant sales, and a 14 percent increase in amusement unit luxury water park resort, serves as the anchor lodging area. sales. Sevierville’s retail sales topped $1.06 Billion dollars in property for the Sevierville Convention Center and has The Sevierville Chamber of Commerce continues to welcome 2016. With a “business friendly” reputation and more than enjoyed high occupancy rates since it opened in 2008. Other your interest in Sevierville and stands prepared to assist in any 15 million annual visitors, Sevierville continues to draw solid recent developments include the land surrounding Exit 407 way possible . just let us know what we can do for you! interest from investors and developers. on Interstate 40, which is the site of Bass Pro Sevierville and Tennessee Smokies Baseball Stadium. Other recently opened Not only have lodging and sales tax figures grown, but several projects include retail based developments along Highway 66 new restaurants and major retail projects have also opened. and two new attractions in the Governor’s Crossing complex. Brenda McCroskey New attractions are under construction and new projects are Chief Executive Officer currently being planned. This consistent growth is due in part Downtown Sevierville is the next area of focus for the city, with Sevierville Chamber of Commerce to Sevierville’s convenient drive-to location, the natural beauty plans to refresh the historic district with a new street scape surrounding our city, the variety of activities in the area and plan. Currently downtown Sevierville is part of the Tennessee the value that our visitors receive. Main Street program and is home to a variety of new galleries, restaurants, and businesses. Continually promoting Sevierville’s tourism product is key to the city’s success. As we look forward to the future in Convenience for area visitors is a high priority for our Sevierville, it is easy to see the promise of continued growth organization. That is why the Sevierville Chamber of and economic strength. With each passing day, Sevierville Commerce is extremely proud of the partnership with Friends develops a stronger economic position as a tourism destination of the Smokies and the Great Smoky Mountains National Park and becomes more dynamic in its ability to serve both visitors Association. These two organizations have offices and retail and locals. It is truly amazing to see how Sevierville’s growth stores at the Sevierville Visitor Center on Highway 66. Friends over the last decade has reinvented this Smoky Mountain town of the Smokies has its national headquarters on site and the as the destination of choice among visitors and businesses alike. Great Smoky Mountains National Park Association opened S EVIERVILLE 2017 - 2018 MARKETING P LAN 1 ROLE OF THE MARKETING COMMITTEE The Sevierville Chamber of Commerce works special events. This committee is made up of selected to market Sevierville as a vacation destination. The and appointed Chamber members as listed below and Chamber is the marketing arm of the City of Sevierville reports to the Board of Directors about all marketing and therefore has the responsibility of not only providing programs. Committee members are selected by the benefits to its members and the community, but Chamber President from the following segments of the also continually increasing the number of visitors to membership to serve one-year terms. Sevierville. The following is the Sevierville Chamber of Commerce tourism marketing plan for the 2017-2018 COMMITTEE MEMBERS fiscal year. • Chairman-Must be a current Board Member • President of the Board of Directors ROLE OF THE • Two Board Members MARKETING COMMITTEE • One representative appointed by the Sevierville The Chamber receives guidance on the positioning Hospitality Association and overall image of Sevierville from the Marketing • One representative appointed by the City of Sevierville Committee. Monthly meetings allow the Chamber • Two members appointed from membership divisions 1 Marketing Committee to continually evaluate the goals and / or 2 and strategies set forth in the marketing plan. The Marketing Committee also assists in the development of the Chamber’s annual marketing plan, advertising campaigns, media placement and overall direction of S EVIERVILLE 2017 - 2018 MARKETING P LAN 2 2018-2019 Media Flow Chart* *Additional media plans will be added once they are approved. PRINT ADVERTISING JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN MARKETING, ADVERTISING 002 Houston - Compass AAA Alabama Journey AAA Go NC/SC AAA Home & Away AAA Living - Chicago & EDIA AAA Living Florida M AAA Living GA/TN AAA Living GA/TN & FL The Sevierville Chamber of Commerce plans an extensive advertising schedule based on visitor trends, AAA Living IL-IN research data and input from the marketing committee. Ad creative for each placement is customized to the AAA Texas AAA World type of media, demographics and editorial calendars of each advertising placement. AAA World May-June Adventure Outdoors - David Jacobs American Road GOALS America's Best Vacations Atlanta Homes & Lifestyles - Compass • Establish Sevierville’s new visitor-focused brand: Your Smokies Start Here. Atlanta Mag • Increase the number of annual inquiries by two percent. Best of America Best of American Travel - Madden Media • Increase the number of web site visits by five percent. Better Homes & Gardens MA - Compass • Better track Sevierville’s advertising programs for effectiveness, reach and return on investment. Better Homes & Gardens SE - Compass Better Homes & Gardens U. South - Compass Birmingham Magazine - Compass Convention South STRATEGIES Convention South Planning Guide • Generate new advertising creative concepts for Sevierville based on the new brand. Cooking with Paula Deen Country Living - Hearst • Use the strengths of Sevierville, including new tourism offerings, to bring more visitors to Sevierville. Endless Vacation STS • Seek out new and untapped market segments for Sevierville. EveryDay w/Rachel Ray Fall Getaways - Compass Fall Travel Planner Newspaper - Compass • Try new publications and media to reach potential new visitors. Family Circle SE - Compass • Emphasize the value associated with visiting Sevierville. Family Fun MA - Compass Glimpse
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