OVERVIEW SHARED MISSION: EMPOWER PEOPLE•IMPROVE LIVES•INSPIRE SUCCESS WHAT WE DO VALUE WE CREATE 01 02 ECONOMIC STRATEGIC VISION FOR BUILD CAPACITY ACROSS TOURISM & DEVELOPMENT & ECONOMIC VIABILITY ALL FUNCTIONS MARKETING FINANCE COMMUNITY 03 04 WORKFORCE DEVELOPMENT CONNECT RESOURCES ELEVATE ND IMAGE TO DRIVE ECONOMIC GROWTH TOURISM AND MARKETING 20192021 PRIORITIES COMMERCE MISSION We lead the efforts to attract, retain and expand wealth • Grow awareness of ND and improve the quality of life for the people of • Connect marketing efforts to results North Dakota. and impact • Increase offerings through policy changes TOURISM & MARKETING MISSION • Brand unifi cation We build the positive public image of North Dakota • Improve understanding of tourism’s as a dynamic place to live and work. By showcasing impact on state’s economy opportunities and inspiring visitors to Be Legendary, we strengthen the economy and provide opportunity for people across our communities. BRAND PROMISE The Be Legendary brand celebrates the land, the legends, the adventurous spirit, the vibrant communities, the scenic places and the genuine people of North Dakota. 2019–2021 STRATEGIC AREAS OF FOCUS We elevate community We market North Dakota: We support tourism/Main We provide exceptional, We drive industry support building and economic image development, brand Street development and personal service and and advocacy diversifi cation eff orts and building and storytelling business activity accountability support a unifi ed state brand OBJECTIVES AND STRATEGIES 1. Advertising and Branding: Inspire 1. Collaboration and Partnership: 1. Outreach and Engagement: Pursue 1. Visitor Service: Provide exceptional 1. Targeted Strategic travel through compelling Foster cooperation between opportunities to inform and visitor service through personal Communications Plans: Increase advertising. Increase awareness local, state and federal agencies, bring together policymakers and travel counseling, free access to success of economic diversifi cation of the state through consistent stakeholders and private sector stakeholders on issues aff ecting the information, in-house social media and workforce development brand messaging, logo use and organizations. travel industry. response and interaction, itineraries eff orts. merchandising. and consumer shows to generate 2. Product Development: Work with 2. Facilitation and Coordination: Be 2. Unifi ed Be Legendary brand: bookings. 2. Cooperative Partnerships: Create Main Street communities and policy a gateway to enhance public/ Leverage brand across all state programs that maximize budget advisors to include recreation and private partnerships and business- 2. Travel Industry Service: Provide agencies while coaching on for the state and industry partners, entertainment in their planning. to-business collaboration through exceptional service through staff consistent usage and providing including advertising/marketing, Identify opportunities for advancing familiarization tours, media events, availability and assistance, free branding support, including a shows and missions, photo and business expansion, supporting shows and missions. use of photo and video resources, new portal for brand materials. video assets and promotional vibrant communities and quality partner profi les on NDtourism.com, Meet with elected offi cials and 3. Education: Advocate for the visitor publications. of life. listings in guides and brochures, state agencies to encourage brand economy with policymakers. training and presentations, adoption. 3. Earned and Social Media: Create 3. Business Assistance: Provide Inform stakeholders of trends, continual work to improve and opportunities to tell the North resources for planning, funding, opportunities and resources. 3. Deeper and Broader Story Telling: expand programs and opportunities Dakota story, garner positive operating and promoting tourism Develop strategic communication 4. Communication: Provide ongoing for business-to-consumer services media coverage and increase and hospitality and Main Street strategies to lift awareness for new information using industry channels such as brochure distribution awareness and consumer businesses, events and products workforce and targeted industry on NDtourism.com, social media, outlets, cooperative marketing and engagement. to assist in sustaining healthy and infl uencers. newsletters and presentations. shows. vibrant communities. 4. Digital Presence: Engage 4. Branded Meeting/Event Planners 5. Public Relations: Support 3. Available and Accountable: Off er audiences with innovative and 4. Research: Determine best research, Tool Kit: Develop and launch to communities, attractions and a high standard of public and informative digital content across statistics and information to report assist agencies in upscaling their events through publicity, content partner accessibility and transparent websites and other channels. on the impact of tourism and events. development and social media. organizational operation. marketing the state and infl uence 5. Targeted Sales and Support: 5. PIO and SMUG Networks: lead future investments in external Provide direct sales and tour training and collaboration to marketing. development assistance for elevate consistent messaging. groups, global operators and 6. Leverage Content: Curate, edit foreign individual travelers to and publish tourism-developed increase visitation. content for workforce marketing to highlight destinations and quality of life. METRICS • Advertising awareness and ROI • County share of visitor spending • Industry newsletter use • Personal service provided through • Strategic plans that include • Impressions, video views and • Tourism-related employment and • Conference and training attendance phone, email, online forums and recreation and entertainment content pick-ups wages • Infl uencer engagement growth: social media interaction • Agencies using Be Legendary brand • Number of industry co-op • Tourism-related taxable sales and legislators, administration, • Traveler social sentiment • Projects, events, campaigns assisted participants purchases associations, etc. • Staff professional development • Logo usage by external partners • Media coverage • Number of attractions, events and • Training and resources provided • Reports: quarterly, annual and special • Social engagement businesses • Press release distribution • NDtourism.com site traffi c • New off erings as a result of Main • Tracked arrivals Street development grants and policy adjustments LETTER FROM THE DIRECTOR December 7, 2020 Hello Travel Warriors, Almost 9 months into the COVID-19 pandemic, we have a new definition for travel warrior. We have trained in resiliency, efficiency and adaptability and our tactics will be to pull our resources together to elevate North Dakota as the place for safe and worry-free travel. Our focus shifted in March, pivoting our external marketing to helping community leaders Be Safe, Be Smart and Be Ready for recovery. We reprogrammed our work to align with the current environment and the best path to once again invite and host visitors. This included: • Implemented an in-state marketing campaign with a new TV ad/video voiced by Josh Duhamel • Provided fully-funded cooperative advertising and influencer programs for partners to showcase their destinations and encourage safe in-state travel • Provided up-to-date COVID-19-related information for travelers and tourism operators • Engaged tourism partners in weekly, and later monthly, tourism chats (video meetings) sharing the latest information, trends and data • Supported the state’s Joint Information Center • Worked with industry to develop and update ND Smart Restart plan, guidelines and protocols • Developed ND Smart Restart business tool kit and pledged to instill consumer confidence • Added digital advertising campaign to motivate fall travel • Facilitation of ERG, HERG and HERG+ grant programs to assist industry • Hosted tourism marketing summit – virtually in conjunction with the Main Street Summit • Continued robust research program to evaluate North Dakota’s image and the impact of marketing the state across broader economic development priorities Our sales team continues proactive outreach with our customers, tour operators, travel media, influencers and representatives through virtual appointments, sales events and hosting travel writers and influencers to promote North Dakota’s great outdoors and amenities. What they learned and how they will proceed are included in this plan. The tourism and marketing staff have been at-the-ready to support the state across multiple areas all while delivering impressive results for our industry. A 26% increase in our digital marketing campaign yielded a 90% increase in website traffic YOY, 92% video completion rate and 135% increase in paid search traffic. This plan provides details for our 2021 strategies and tactics. Our focus is on our primary markets using proven vendors who have delivered past results. The plan supports expanded longer format editorial placements to tell a broader story and allows us some flexibility to adjust as needed. Our cooperative plan has been streamlined to provide the best options to assist communities in rebuilding their visitor base and helping businesses recoup lost revenue. We understand the impact the pandemic has had on our industry and you, our partners, and look forward to supporting you in the coming year. Thank you for your partnership! Be Legendary, Sara Otte Coleman Director - Tourism