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Destination Marketing Plan

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Destination Marketing Plan DRAFT TABLE OF CONTENTS INTRODUCTION ..........................................................................................................................................................4 SITUATION ANALYSIS ........................................................................................................................................ 10 • TOURISM TRAVEL TRENDS .................................................................................................................................................10 • COMPETITIVE INTEL ..........................................................................................................................................................15 • BRAND REFERRAL .............................................................................................................................................................. 20 STATE OF THE BRAND .......................................................................................................................................24 • REFINING THE DEFINITION OF THE CONSUMER ...........................................................................................................27 • ORIGIN MARKETS ............................................................................................................................................................... 30 • TARGET AUDIENCES ............................................................................................................................................................31 MEDIA ...............................................................................................................................................................................38 SALES .................................................................................................................................................................................42 COMMUNICATIONS & PUBLIC RELATIONS ....................................................................................52 ELECTRONIC CONSUMER RELATIONSHIP MANAGEMENT ............................................58 WEB DEVELOPMENT ...........................................................................................................................................62 PROMOTIONS & STRATEGIC ALLIANCES .........................................................................................66 RESEARCH .................................................................................................................................... 72 EVENTS ............................................................................................................................................................................76 MARKETING BUDGET ........................................................................................................................................ 80 APPENDIX ......................................................................................................................................................................84 • LEISURE SALES INITIATIVES ............................................................................................................................................ 85 • MEETINGS & INCENTIVES INITIATIVES ......................................................................................................................... 88 • OTHER SALES SEGMENTS INITIATIVES ..........................................................................................................................91 • SOURCES .............................................................................................................................................................................. 95 DRAFT INTRODUCTION INTRODUCTION The Visitors and Convention Bureau (VCB) markets the entirety of St. Johns County (SJC) as a global destination for premier leisure and group travel. The VCB recognizes the breadth of unique travel and tourism experiences available in SJC, and FY2019 activity will be based on attracting visitors to those opportunities. FY2019 will build upon the recognizable, differentiated brand cultivated over the years while simultaneously utilizing strategic methods to optimize the marketing investment. 4 In FY2019, the VCB will allocate $5,034,342 in Tourist Development Tax (TDT) collections to destination marketing (Category 1). This amount represents roughly the same amount invested in FY2018 (<1% increase). Consistent with prior years, the VCB’s percent spend on marketing remains higher than DMOs of similar size nationwide, although investment from destinations such as Myrtle Beach and Orlando will likely be considerably larger, consistent with historic patterns. The FY2019 plan identifies media and messaging opportunities that will allow St. Johns County to optimize efficiency and effectiveness of its lead generation efforts. DRAFT INTRODUCTION • Consistent with FY2018, destination • Travel trend data points to coverage, drive visitation to the web branding messages will reinforce heightened consumer expectations site and cultivate the destination’s 5 the wide range of activities available for timely, customized messaging, presence on social media platforms in Florida’s Historic Coast ®. This and the VCB will evolve its digital and, importantly, seek to actively evolution of “Our History is Not platforms to better respond to engage followers. Social media will the Same Old Story” addresses those requirements. The VCB will continue to be integrated into the data pointing to travelers’ desire also look for opportunities to target content activation for the website to curate immersive, unique digital information based on the and database acquisition. travel experiences. unique interests demonstrated • In FY2019, the VCB will launch by visitors to the website. • Until there is different direction strategic initiatives that address from a new web development • For FY2019, the VCB will continue specific marketing objectives such partner, for FY2019, the VCB its focus on FY2018 enhancements as driving midweek visitation, will continue to work toward to the email marketing program. daytrip conversion to overnight specific strategies and goals The focus of FY2018 was to create stays and niche market cultivation. to build engagement on a branded “insiders” template that One of the keys to accomplishing FloridasHistorIcCoast.com. speaks to specific users, giving them these initiatives is to fully This includes continuing with the targeted content that complements understand how source markets content activation program which the messaging in the monthly differ by demographics and travel has improved site engagement, consumer deployments. behavior. Additionally, the VCB targeting and optimizing SEO will affordably maintain presence in • VCB’s public relations efforts will performance and employing historically productive fly markets continue to enhance the value of DMO Google posts (new in 2018) and farther afield drive markets to the brand and attract overnight to drive organic visitation to address seasonal opportunities. visitors by expanding awareness of FloridasHistoricCoast.com. the destination by increasing media DRAFT INTRODUCTION 6 • The VCB will partner with • In FY2019, the VCB Promotions • The VCB will explore and develop VISIT FLORIDA® and other and Strategic Alliances Department strategic alliances with prospective potential regional and media will support overall VCB efforts sponsors to generate additional entities to form synergies that through media promotions, strategic resources to help grow the impact promote tourism to SJC. These alliances, and new innovative of Florida’s Birding and Photo opportunities offer the ability programs which will provide even Fest. Furthermore, in FY2019 to pool limited media dollars greater destination lift, occupancy, the VCB plans to work with so that reach is extended. and revenue during the seasons in potential sponsors, partners, which visitation is most needed. and event producers to assist in • Hispanic marketing initiatives, These promotions are important the successful development which began in 2012, will continue because they supplement and and launch of up to three new to be executed in FY2019. extend paid advertising by building destination events. Publicity, advertising, social, awareness of Florida’s Historic promotion, sales and conversion Coast® at little to no cost. efforts will be better integrated. DRAFT INTRODUCTION 7 • In FY2019, the VCB Sales team • A joint initiative with the St. Johns • Active engagement with local, will continue to attend the most Cultural Council and St. Johns regional, statewide and national productive appointment shows County Cultural Events Division tourism-related organizations has and conduct targeted sales missions was launched in FY2017. The kept and will continue to keep the while more effectively integrating VCB will continue to expand that VCB connected to the latest trends B2B eCRM programs and leveraging program, which markets a branded, and in a position to influence them. appropriate social platforms to demand-enhancing collection • The VCB will pursue informational capture higher spending groups. of events (Sing Out Loud Music presentations to residents of SJC Festival) and other activities and • The VCB will participate in joint as a means of demonstrating and benefits to drive overnight visitation initiatives with the Parks and reinforcing the contribution of in the slow period from mid-August Recreation team and regional
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