Destination Marketing Plan

Convention & Visitors Bureau

Destination Marketing Plan

TABLE OF CONTENTS

PAGE

•

Overview

4

– Situation Analysis

– Results for 2013

– Results for 2014 YTD

– SWOT Analysis

– Leisure Market Trends

– Group Market Trends

– Technology Trends

– International Trends

– Competitive Analysis

•

Destination Marketing Plan 2014-15

30

– Goals

– Objectives

– Target Markets

• Geographic

• Demographic

• Psychographic/Activity

–

Brand Strategy

– Creative Strategies

– Media Strategies

– Measuring Results

– Co-Op Opportunities

•

Group Market

44

– Trends

– Group Sales Plan

– Trade Show Plan

•

Leisure Market

53

– Trends

– Leisure Sales Plan

– Trade Show Plan

• PR & Communications

57

– Trends

– National and In-House PR Team

–

Digital/Social Media Plan

• Sports Market

74

– Trends

TABLE OF CONTENTS (cont.)

PAGE

• Film & TV Plan

76

• International Plans

78

– UK/Ireland

– European

– Brazil

• Medical Marketing

118

• Arts, Culture & Heritage

119

• Air Service Support

120

• Implementation Plans

121

Destination Marketing Plan Overview

Goal:

Implement strategies and tactics to increase both group and

leisure travel to our destination.

Objective:

Create a marketing plan to navigate our destination through the

ever-changing, world-wide tourism marketplace and attract

record numbers of visitors to our community.

Strategy:

Build in flexibility to react to trends and unexpected events in the

year ahead.

SITUATION ANALYSIS

Collier Tourism Metrics

January – December 2013

Year-To-Date 2014 (Jan-July)

Number of Visitors

Direct

Expenditures

Economic

Impact

•

! 1,668,200

•

! +6.1 %!"

•

! $1,080,827,700

•

! +12.3 %!"

$

!!$1,611,514,101

•

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Growth in Visitor Impact

Direct and Induced Impact (in millions)

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! ’09 –>’13 =

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Flow of Visitor Expenditures

START

Visitors spend

here & pay

taxes

To the County, City & State

CVB uses them to promote

the destination and to

support infrastructure

Which brings more

visitors into the County

Visitors spend $ in the

Community

Benefits Community

tax payers and reduces

tax burden

Benefits Co

FINISH

START

START

START

START

Outflow

of Funds

Inflow of

Revenues

These expenditures create

income, jobs, and support

infrastructure in the

Community

Smith Travel - Collier Competitive Set

January – December 2013

Visitor Origins

Year-To-Date 2014 (Jan-July)

Visitor’s Perceptions

European Visitation

January – December 2013

European Visitation

Destination Marketing $ charts

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Destination Marketing $ charts

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Collier Direct Tourism &

Hospitality Employment

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Travel Planning Sources

! Majority of visitors

(99.5%)

consult the web

for trip information, while

78.6%

make bookings

Favorite Activities on Florida’s Paradise Coast

• Beach Activities

• Dining Out

• Relaxing

• Pool

• Shopping

• Sightseeing

• Swimming

• Nature/Everglades

S.W.O.T. Analysis: Strengths, Weaknesses, Opportunities, Threats

Strengths

• Tropical, relaxed, away from it all destination offering a vacation environment a bit different than elsewhere in Florida

• Wide, white sand beaches

• Unique, locally owned, one-of-a-kind shopping and dining experiences

• International Airport with direct service to and from domestic and international markets with capacity to expand gates and service

• An Integral Part of Florida

– Owning a strong International brand with tremendous awareness – # 1 or # 2 travel destination in the US

• Dedicated, renewable funding source (Tourist Development Tax) • Year-round employment opportunities

• Visitor spending contributes a surplus of funds for community’s benefit • Accredited DMO by Destination Marketing Intl. Accreditation Program

Weaknesses

• Small CVB staff limits our potential

• Lack of understanding in our community on the positive impacts of visitors on our community

• Higher than average airfares into Southwest Florida International Airport (RSW) • Higher than average transportation cost from RSW

• High year-round accommodation rates might discourage some travelers

• Area has the reputation as a retirement community with limited activity for families • Limited nightlife opportunities

Opportunities

• New commercial air service to RSW and Naples will make us more accessible to

visitors

• Local transportation providers are show interest in expanding affordable airport

transportation

• Growth of meeting business encourages resort and hotel expansion and

enhancement

• New hotel development in Downtown Naples will bring more activities to that area.

• Expanded Community Relations program will enable us to deliver the correct tourism

message to government and residents alike

•

An expanded CVB staff will enable CVB to meet a growing demand for services

Threats

• Natural and man-made disasters can discourage new and repeat visitation

• Homeland Security mandates are discourage International visitation

• Internet booking of hotels limits our potential tourist tax revenue

MARKET INTELLIGENCE

Leisure Travel Trends

• Smith Travel Research Market Study 2014

– Room Demand nationally has passed GDP which could begin to reduce demand in coming years

– Demand is now outpacing Hotel Supply

– Transient is beginning to lose share to Group business – New supply is in the pipeline

• Miami has 2800 new rooms under construction

• 67% of new supply is Upscale and Upper Up Scale product – RevPAR will see growth for next 4 years

– AirBnB will begin to penetrate second tier markets in the next year.

• 39% of travelers indicate they only travel with AirBnB accommodations • 2014 Monitor Study Indicates:

– Consumers worried about enough money to feed family 2008-41%; 2014 28% – Worried about Job security: 2008 41%; 2014- 30%

– Consumer Focus: 1980- More and More; 2000- Less and Less; Today Less and More (more is being redefined- it is not frugality, it is moderation)

Source: Futures Company

– 80 million millennials in US. $200 million market.

• Travelers in the US are only taking about 50% of their paid time off. This is called the “Travel Effect” and suggests a campaign to encourage travelers to take that time off in our

destination.

• Consumer focus has changed in the last two decades: – In 1980 consumers wanted More and More – In 2000’s Less and Less

– Today consumers want More for Less- moderation is the key Source: Futures Company

Leisure Travel Outlook

• Northeast and Midwest markets continue to be strongest feeders between January and March.

• UK and Germany continue to grow as strong feeders year round.

• We are seeing more and more Brazilians and Argentineans. Latin American Market is growing.

• Brazilians showing interest in making the drive over from Miami. Need education through promotions with our new representation with AVIAREPS.

• Trend is toward more active vacations, adventure travel. Visitors are looking for unique and educational experiences.

• Competition for leisure business is Caribbean, CA, AZ Hawaii, and Puerto Rico. Also in Florida the larger CVB’s such as Key West, Miami, Orlando, and Tampa have more man power and funding to reach and saturate markets by having greater exposure at trade shows and through paid advertising

Business Travel and Group Meeting Trends & Outlook

• The meetings market as a whole is up slightly in 2014 compared to 2013. CVB leads are up from previous years with more RFP’s.

• CVB generated RFP’s and booked business is up in 2014 from 2013 and the goals set for CVB sales were reached and exceeded. RFP’s generated from CVB sales efforts are up 11% from 250 to 287 and booked business is up 14% from 52 to 74 groups booked. We are receiving more incentive group requests.

• Meetings are beginning to attract more attendees and higher percentage of pickup and more interest in pre and post stays. Many planners of CEO and board meetings are interested in this area. Offsite venues are slowly becoming a requested add on.

• Educational learning is on the rise in both group and leisure travel. With a mention of “Extend your pre post conference experience and bring the family, make a vacation out of it and continue to learn” should help grow this trend.

Technology Trends & Outlook

• Today’s mobile device has more computing capability that we had in the first

computers in 1950. Expedia “Viewfinder” is way to showcase our user generated

photos and content

• It is very important to get our destination content on all OTA sites. These would

include:

– Orbitz, Expedia, Travelocity, Hotels.com, Hot Wire, Kayak, Trip Advisor,

Priceline, Cheap Tickets.com.

• DMO’s can be “Influencible” in directing travelers to our DMO site.

• Set Facebook and Instagram goals and determine what it will take to reach those

goals

• 40 days out from booking, 80% of travelers are undecided on destination

• 20 days out 59% undecided on destination

• 2 days out 20% still undecided on destination.

• On average, travelers visit 38 on line sites to research destinations

– Big opportunity to influence travelers on our destination throughout the entire

buying cycle.

International

Brazil:

• Brazil is the 6th economy in terms of tourism; and the 7th biggest economy in the world • Unemployment is at historic lows

• According to the World Bank, Brazil’s strong domestic market is less vulnerable to

external crisis

• There are 51 million young people (15-29 years) in Brazil, representing 26% of total

population

• Half of enterprises with up to 3.5 years of activity, have young owners (18-34) • The average age of the Brazilian international tourist is 36

• Stable economic growth, relatively low inflation rates and improvements in social

well-being boost leisure and tourism

• Both domestic and international departures are growing; the rapidly-growing middle

class wants to explore the world around it

European Markets:

• Increase of visitation to US is strongly driven by Tour Operators

• Overall visitation to Florida has increased by 17% over the last 3 years

– USA had the strongest increase among the traditional winter destinations ranking #3 after Thailand and Australia

• Early booking trend: more than 50% book more than 2 months in advance • Internet bookings continue to stay flat

• Booking channel correlates with age of travelers

• TUI and Thomas Cook are the dominating tour operators • Fast growth in online booking and is influencing pricing

• Germany

• Unemployment Rate: 6.7 % (6.5 %) / 7% of all jobs are in tourism

• Inflation Rate: +1.5 % (+1.7%)

• GDP: ! 2.735 billion (! 2.645 billion) , 4.4% of this is tourism related

• Austria • 2013 Unemployment Rate: 4.3% (4.4 %) • 2013 GDP:! 307 billion (! 300 billion) • 2013 Inflation Rate: +1.9% (+2.0%) • Netherlands • 2013 Unemployment Rate: 5.7% (5.4%) • 2013 Inflation Rate: +1.8% (+2.6%) • 2013 GDP: +1.9% (!42,3 billion) • Population: 16.8 million • Belgium • 2013 Unemployment Rate: 8.6% (7.5%) • 2013 Inflation Rate: +1.3% (+2.6%) • 2013 GDP: +0.1% (!377.1 billion

UK/Ireland:

• The UK is the largest overseas market in terms of visitation numbers, and the #1 spending international source market for the U.S.

• The UK economy is the fastest growing in the developed world and the coalition government is now actively looking at having to slow the growth rate down as house prices are rising in excess of 10%, car sales are at the highest they have been in seven years, and the budget deficit is likely to be cut by in excess of $20 billion more than anticipated.

• There is a resurgence in long haul trips

• Customers remain sensitive to price and value-add propositions • All inclusive packages continue to rise, including cruise

• Third agers (50+) travelling and spending more than the general population • Increase in direct bookings (i.e. direct to operators, online)

Competitive Analysis

Lee County – Fort Myers & Sanibel

Messaging: The Beaches of Fort Myers

Brand Promise: It’s not just geography. It’s a state of mind.

Brand Positioning: “A little quieter, a little less hurried, a lot less like the rest of the world.” Group Sales Strategy: Lee County’s sale strategy includes direct sales, trade show participation,

telesales, fams and site visits, sponsorships and hosting client events. Group sales activity is supported through direct marketing, contracted sales offices, trade advertising and targeted public relations efforts to the trade press.

Social Media: Fort Myers and Sanibel have a huge social following on all major networks (Over

Miami/Dade County

Brand Positioning: “It’s so Miami”

Communications Objective: Increase market share, focusing on core markets and developing

new, low-impact niches.

Campaign Creative Objective: Make the saying “It’s So Miami” the response people use when

they see something hip, tropical, sparkly and stylish.

Campaign Media: the campaign runs in print, television, outdoor and online advertising as well as

hotel promotions and social-media outreach.

Group meetings creative: “Miami is the city with so many meeting venues you have your choice of

Sarasota County

Brand Position: Sarasota and Her Island Beaches

Leisure Sales Strategy: Sarasota continues to utilize print, newspaper and online media. They

have also embraced social media and have run several promotions on Facebook, Twitter and Pinterest.

Campaign media: Sarasota spends the majority of their budget on digital media and out of home

Palm Beach County

Brand Positioning: The Best of Everything

Brand Promise: Palm Beach County is the best way to experience Florida. The community where

genuine hospitality is a way of life, breathtaking beauty occurs naturally-the place to enjoy the time of your life.

Creative Leisure: Targeted niche markets including: culture & heritage, luxury, golf, romance,

equestrian/polo and eco-tourism. Growth opportunities include culinary, LGBT, spa and diversity/ethnic travel.

Broward County – Ft. Lauderdale

Brand Positioning: Where casual meets chic. “Find Your Sunny Side”

Brand Personality: Carefree, refreshing, active, vibrant, entertaining and sunny.

Communications Objective: Position Ft. Lauderdale in the minds of domestic and international

travelers as a desirable year-round destination and increase the intent to travel to Ft. Lauderdale.

Demographic: Affluent Families, Luxury, Spa, Active adults, Bridal, Yachting, LGBT

Target Markets: New York, Boston, Philadelphia, Chicago, Tampa, Orlando, Atlanta, Washington

D.C.

Media Tactics: Fort Lauderdale utilizes Out of Home, Television/Radio, Magazine, Meetings &

Conventions. They have used a lot of unique opportunities to promote the destination including wrapping bus stops, free beach-themed rickshaw rides, ice sculptures, beach mobiles and airport kiosks that invite travelers to enter to win a free trip to Fort Lauderdale.

Leisure positioning: Beach Chic. Relax. Refined. Refreshing

Monroe County – Florida Keys

Brand Positioning: “Come as you are.” “Let your conscience be your guide.”

Leisure Domestic Markets: Florida, New York, Illinois, Pennsylvania, Michigan, Ohio,

New Jersey, Georgia, Massachusetts, Texas, North Carolina, California

Leisure International Markets: Canada, Germany, UK, Scandinavian countries

Media: TV, Digital, Magazines, Newspaper, International, Out-Of-Home, Meetings &

DESTINATION MARKETING PLAN

Goals

•

Anticipate where our customers will be when they decide to purchase a trip to our

area.

•

Grow the yield of our marketing efforts through increased tourism taxable sales

•

Engage our visitors and build relationships to share their experiences

•

Deliver increasing return on our marketing investments

•

Influence potential visitors to increase intentions to travel to our destination

Objectives

•

Grow tourist tax revenue to $19 million

•

Increase inquiries to our tourism website by 10%

•

Grow requests for our Official Visitor Guide by 10%

•

Grow year-round occupancy levels by 5%

•

Grow our Return on Investment of visitor spending to advertising dollars invested to

an average of $100 for FY 15

Geographic Targets

Domestic Summer

•

Florida residents and visitors from other Florida tourism destinations

o

Miami

o

Fort Lauderdale

o Sarasota

o Saint Petersburg

o

Tampa

o Orlando

Domestic Winter

•

Northeast Corridor U.S.

o

Boston

o

New York

o

Philadelphia

o Washington DC

•

Midwest U.S.

o Chicago

o

Indianapolis

o Columbus

o Cleveland

o

Minneapolis

•

Canada

Emerging

•

Southeast U.S.

o Atlanta

o Charlotte

International

•

Central Europe

o Germany

o

Switzerland

o

Netherlands

•

United Kingdom/Ireland

•

Brazil

Opportunity Markets

•

Texas

•

France

•

Scandinavia

Media Target Demographics & Psychographics

Leisure Market

Primary leisure target market is Adults 35 to 64 with a household income of $150,000+, skewed toward women. Secondary leisure target is Adults 50+ with a household income of $100,000+, skewed toward women. This target audience is looking for a getaway/vacation opportunity that fulfills their need to step away from their day-to-day routine. They are always looking for quality, but demand value for their money – and they will apply that standard when selecting their vacation. They want to be pampered, entertained, educated and energized on vacation. They are attracted by exclusivity and seek out one-of-a-kind experiences.

Group Market

Primary group target markets are corporate and association planners for mid to large size events with a budget of $99,000 - $500,000. This target audience is looking for a meeting space and destination that can accommodate not only their workflow, but a place that is comfortable for their attendees, including: variety of dining opportunities, unique recreation experiences and resort booking perks.

Leisure Creative Target Considerations

Primary:

Boomer generation.

•

50+ favoring women, families and couples

•

Affluent- $125K+ HHI

Secondary:

Millennials

•

17-33 age group

•

The average age of our visitors is declining each year.

•

Improve our appeal to a younger, more tech savvy visitor utilizing the technology

they use every day.

Geographic

•

Northeast, Midwest, Florida coastal cities

Activities/Lifestyle

•

Active, health conscious Adults

•

Adventure Seekers

•

Sustainable Tourism Enthusiasts

Segments

•

Domestic & International Tour Operators

•

Luxury Travel Agents

•

Destination Wedding & Honeymoons

Group Market Creative Target Considerations

Segments

Corporate

Incentive

In-state Associations

Out-of-State Associations

SMERF

Sports

Geographic

•

East Coast Corporate Park Market

Overall Destination Brand Strategy

Implement a strong marketing plan with built in flexibility & adaptability to navigate our destination through the ever-changing Domestic and International tourism marketplace, while also:

o Building brand and destination awareness o Increasing occupancy and ADR

o Defining our upscale, luxury brand and separating ourselves from the competition

Key Messages

o Paradise Refined and Redefined o Florida’s Paradise Coast

o Paradise Priced Less – Florida Summer markets

Creative Strategies

Leisure

To convince consumers that the Paradise Coast is their perfect vacation paradise using the following strategies:

• Let our customers define their paradise

• Move from a traditional monologue to dialogue with customers • Replace headlines with storylines

• Create 360-degree trans-media storytelling

• Provide engaging content across social media platforms and Internet • Continue to create new video content for visual storytelling

Group Meetings

To convince meeting planners that the Paradise Coast is the perfect place to plan their group meeting by emphasizing the following:

• Indoor and outdoor meetings spaces and venues including beachfront resorts that can accommodate very large groups as well as boutique hotels that cater to smaller meetings • Meetings facilities with on-site spas, golf courses and/or watersports opportunities • Unique recreation experiences for attendees such as kayaking and airboat tours in the

Everglades

• Amazing resort booking perks such as spa, fishing, golf, boating, jet skis and tours • On-site dining, as well as a large variety of world-class restaurants close by

Sports Marketing

To inform sports planners and their teams that Naples, Marco Island and the Everglades is THE place to host sporting events by emphasizing the following:

• The Naples area has top rated facilities like North Collier Regional Park / Fun and Sun Water Park and Naples / Collier County has hosted hundreds of sporting events from beach volleyball, to professional golf and NFL Combine Training programs. Large softball and soccer and lacrosse events featuring over 150 teams also return to Naples year after year. • The Naples, Marco Island, Everglades region offers a wide variety of accommodations in

every price range offering discounted group rates, special offers, and complimentary perks • Convenient and family-friendly facilities

• Group discounts on hotels and local attractions • Expert planning experience

• The warm, beautiful Southwest Florida beaches and weather

Creative Tactics Initiatives

Events and Promotions

• Video and photography to promote the key events

• Telling the story: website, online, e-newsletter, PR, promotions, social

Stone Crab Festival

Continue to support and grow the Stone Crab Festival • Increase eNewsletter exposure to include “Foodies” • Increase event to month long

• Create “viral” video opportunities to include “little know” facts, increase awareness that Naples/Everglades is Stone Crab capital

• Strong online/digital push

Golf Events

Continue to support the following events

• LPGA CME Group Tour Championship, Ritz-Carlton Golf Resort in November • Franklin Templeton Shootout, Ritz-Carlton Golf Resort in December

• ACE Group Classic, Twin Eagles Golf & Country Club in February Continue to grow golfing in Naples

• JetBlue promotion with a giveaway - “Stay in Naples and have chance to play with the Pros” • Direct Mail to top business executives – Promote meetings and chance to “Win a stay in

Naples, and play golf on some elite courses”

• Potential partnerships with PGA Stores, American Express, Charity Event with youth Golf

Expand Leisure Market Media Campaign

Continuation of media that delivered strong results in FY’13

• Incorporate and strengthen video initiatives for online

• Provide stronger continuity – More weeks on-air during each initiative • Incorporate new initiatives

The Everglades Story

• Second largest attraction in the nation (need to research) • Internationally recognized brand

• Multiple activities

o Eco/Nature: From gators to exotic birds to pythons o History: From Indians to the infamous Mr. Watson o Dining: Casual to fancy and all good

o Pristine Beaches: Getaway Islands and mangrove caves o Fishing: Offshore and back water

o Hotels: Charming hotels and bed & breakfasts

o Walkable Community: Antique buildings and unique shops o On the Water: Kayak, boat rental and airboats

Luxury Partners

• Paradise is currently working with media partners that have existing luxury partnerships • Luxury partnerships could include Rolex, Rolls Royce, yachts, jewelers and fashion • Luxury partnerships might include advertising, social, PR, and promotions domestic and

internationally

Visitors Guides that Jump off the Page

Use augmented reality digital marketing to allow readers to use their phone to go directly from the printed picture to the TV version of the ad. This capability would be throughout the visitor guide. From the TV spot, prospective visitors could click through to the CVB website and the booking engine. Print alone will become more and more obsolete.

Rich & Famous Story

• Custom Video Content: Similar to the old TV show with Robin Leach and his English accent interviewing the Rich & Famous with their incredible homes and expensive “toys”

• Yachts / Bentleys / Lear jets / Mansions / Jewelry / Fashion / Dining / Wine / Events • Telling the story: Website, online, e-newsletter, PR, promotions, social

Orlando campaign

• OrlandoSentinel.com: For national & international prospects • More than 57 million consumers visited Orlando in 2012 • Visitors come to Florida for Attractions & Beaches • Orlando visitors average income $95,476

• Transportation type: auto 78%, air 19%, other 3% • Geographic distribution on OrlandoSentinel.com

o Orlando 20.6% o Florida 13.8%

o National / International 55.6% • Expand this media to year round

• Telling the Story: OrlandoSentinel.com online is one of the few ways to reach out of state prospects “before” they arrive and at a very modest cost. Plus Orlando is one of our feeder markets.

Niche Marketing

• Continue to feature golf and dining • Look at expanding the weddings market

• Look at generating more diversity marketing: Hispanic, African American, LGBT

New Media for Targeting Conference / Trade Shows

Expand “Drop Pin” marketing

• Custom campaigns for Conference / Trade Shows • Reach prospects within a block of the conference • Further define the target by age, income and other data

• Example: Promote Stone Crab Festival by targeting similar food festivals in major feeder markets

o Attendees of these food festivals would view the Collier County TV spots on their cell phone and click through to the website and then the booking engine

Winter Campaign (Mid-January-March)

• Reach northern markets (NYC, Boston, Chicago, Philadelphia, Cleveland, Minneapolis and Toronto)

• Heavy up schedule during the coldest winter months with the promise of a warm, sunny getaway to Florida’s Paradise Coast.

• Continue mobile opportunities such as geo-fencing

• Unique out-of-home in transit, airports, malls and theaters.

Spring/Summer Campaign (April – September)

• Target Florida markets with multimedia campaign, leveraging new mobile opportunities and unique out-of-home applications.

• Encourage Floridians (with a focus on families) to plan their summer vacation on Florida’s Paradise Coast, communicating the close proximity and the value of their vacation with off-season rates

• Highlighting experiences that other Florida destinations can’t offer such as: o One-of-a-kind dining

o Secluded beaches

o Beautiful sunset experiences

o Superior boating and fishing opportunities o Upscale shopping

o World-class resorts

o Unforgettable family activities o Great golf at lower off-season rates

Media Objectives

Primary

• Maximize message exposure among key audiences • Employ a media mix to produce the highest possible ROI

•

Secondary

• Continue to increase exposure for local events and grow new events • Strengthen expenditures and exposure against the Group market • Increase visibility in the Canadian market

• Continue support of niche markets o Golf o Dining o Weddings o Fishing o Eco-tourism

Media Strategies

Leisure

• Target audiences that have shown best ROI & Response

• Utilize co-op programs to strengthen message and stretch budgets • Integrate video content with leisure/niche media and initiatives • Increase emphasis on Golf and Dining during key need periods

• Continue sponsorships of major golf events (LPGA, Templeton Shoot-Out and Ace Group Classic) with media buys

• Continue support of key local “foodie” events (such as Stone Crab Festival) • Increase digital campaign in Miami for Art Basel in December

• Partner with major travel media (American Express, etc.)

Group Meeting

• Target corporate, association and third-party planners in key feeder markets with direct air service and key drive markets

• Targeting corporate Influencers directly

• Use integrated media (print, digital, e-Newsletters) to increase reach, frequency and inquiry • Expand e-Newsletters to target specific planners and businesses identified as “key

opportunities”

• Provide marketing support to key trade shows

• Incorporate key trade show attendance for key personnel and partners

• Use Analytics to monitor effectiveness of digital/social media and to test creative approaches

Sports

Marketing

• Continuing to enhance and update the Sports website

• Seek out regional partnerships and enhance and plan for trade show partnerships • Reach influencers and potential attendees through trade shows and sporting events

Airline Initiatives

Continue to build upon FY 14 Airline Initiatives by:

• Continuing to seek out and partner with airline that have a strong presence at Southwest International Airport

• Seek out regional partnerships

• Reach influencers and potential airlines to increase flights into Southwest International Airport

Media Tactics

Leisure

Domestic

• Continue to utilize cable television to include both a kick-off period and sustaining efforts in key markets

• Increase use of Video Ad Networks and digital rich media advertising to extend campaign period, increase frequency, drive website inquiry and strengthen ROI

• Consumer magazines usage will only be recommended for key publications with a proven ROI

• Expand use of online, mobile, digital/social and partner co-op participation • Take advantage of VISIT FLORIDA co-op opportunities when appropriate • Explore targeted mall and/or airport advertising to increase visibility during key

timeframes/markets

• Use customized e-Newsletters as a primary communication for specific targets and niche markets

• Partner with major luxury retailers for joint advertising and promotions

International

• Continue Tour Operator co-op initiatives in the United Kingdom and German speaking Europe

• Increase efforts in Canada (especially Toronto)

o Consider exposure at Toronto International Airport and high-end Malls • Target Brazilian market for future visitation

• Incorporate Brand USA in UK, Germany and Canada

Group Meeting

Online/Print

• Concentrate on major vertical online sites and pubs targeting corporate meeting professionals

• Continue to enhance/negotiate sponsorship packages which include ability to include partners at shows, registration fees and signage/speaking engagements

• Utilize print whenever appropriate in shows guides, incremental show distribution and exclusive placement

New Online/Interactive Initiatives

• Video Ad Networks & Job Title Targeting to reach key meeting professionals - hard to capture using traditional media channels

• Top executives by name

• Qualified lists based on title and/or business • Increase online webinars

e-Newsletters

• Supplement Meetings eScapes mailings with highly targeted lists to expand awareness, increase leads to continue to grow database

• Increase number of deployments to twelve months Trade Show/Event Marketing

• Utilize cable television and/or direct mail in advance of specific trade shows throughout the year

• Use Drop Pin Marketing to target block radius of trade show

Sports Market

• Target five key Sports Shows – Own them through multi-media approach • Increase exposure of the current Sports Landing page

• Utilize selective/vertical Trade Show print and online advertising opportunities

• Focus on key timeframes, bonus distribution to specific Trade Shows and incorporate eNewsletters to show participants

• Custom design an HTML eNewsletter campaign to deploy prior to each event • Drop Pin Mobile/Tablet targeting

• Can target down to a zip code or grid to reach attendees during a specific show with a customized mobile/table advertising which will ultimately drive new prospects to your booth with incentives

o Target major sporting events

o Can incorporate a Sports Stadium, High School Friday Football event etc.

• Utilize :30 video and 300 x 250 companion banner ads delivered on a custom built digital ad network

• Retargeting

o Prospects that visit the Sports Landing page will receive a “cookie” and will be followed to other sites and delivered the custom sports ad for the Trade Show

Measuring Results

Research Partners

In an ongoing effort to measure our effectiveness and to report our results to our many audiences, we carefully monitor and measure our outcomes through the variety of sources:

• Research Data Services, Inc. • Smith Travel Research, Inc. • Google Analytics

• VISIT FLORIDA Research Department

• Florida Gulf Coast University Research Department • Visa Cardholder Statistics

• Collier County Tax Collector

• Collier County Office of Budget and Management • Clerk of the Circuit Court Finance Department • IDSS Database Management System

• Sales & Marketing Technologies, Inc.

Results Tracking Initiatives

Our ongoing research initiatives include:

• Focus group research – Provides insights into our targets, reveals trends and provides a measurement of our messages. Both Group market and consumer groups are utilized • Inquiry analysis – The source, timing, cost, etc. of telephone, email, online and mail

inquiries is analyzed monthly, quarterly and annually

• Online tracking and analysis – Number of unique visitors, click-through rates of ads, time spent on site and more is tracked and analyzed

• Third-party research – Whether from the State of Florida, travel trade associations, or through paid third parties (such as Smith Travel Research and Destination Marketing Assoc. Intl. (DMAI) we continually review and analyze data and trends. Additionally, quarterly roundtables are held with our destination accommodations and attraction partners

• Media data – A broad and growing number of sources are constantly considered in order to qualify our selection of media used to reach our targets

• In-market quantitative studies – Monthly interviews provide ongoing analysis and in-depth information about visitors while in the destination

• Conversion studies – Provides insight into visitor activities after they have visited the destination and helps determine which approaches have been the most beneficial in influencing their decision to visit

• Tourist development tax – The ultimate measure of the effectiveness of our efforts, along with ADR, RevPAR, in-market spending and other in-market measures of visitation impact • Accommodation Studies- Occupancy, Average Daily Rate (ADR), RevPAR and future

visitation studies and performed monthly

• Google Analytics are used to track our website activity, and the effectiveness of our campaigns that drive inquirers to our websites.

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Co-Op Marketing, Offering and Opportunities

2013/14 Participation Overview

• FY 2013/14 co-op participation decreased approximately 40% • Consistently 6-8 total partners across all opportunities

• Nearly 100% of co-op participation was within digital/e-newsletter initiatives

Ways to Enhance Co-Op Programs to Build Stronger Participation

• Develop quarterly e-blasts to raise partner awareness of various opportunities

• Continue to use Co-Op website to provide deeper information to partners and allow them to sign-up for opportunities easily

• Keep/create opportunities at a lower cost and larger partner presence within each • Increase social media opportunities

Program Timeframes

• Focus opportunities on the following timeframes throughout year: o Fall Campaign (October – December)

o Winter Campaign (January – March) o Spring/Summer Campaign (April – August)

o Annual monthly e-newsletters for both Consumers and Meetings

FY 2015 New Initiatives

• Enhance trade show opportunities

• Increase out-of-home opportunities (billboards, transportation, movie theaters, etc. in key markets)

• Maintain variety of opportunities to allow increased partner participation

Trackable Measurement

• Generated results for each specific co-op program will be presented to each participating partner at the end of each campaign

GROUP MARKETING PLAN

Situation Analysis

• The CVB is the official DMO representing Florida’s Paradise Coast of Naples, Marco Island and the western Everglades. We have assisted our tourism partners in growing the group meetings market over the past 12 years. Our unique setting, coupled with the personal

attention each group can receive in our group hotels, promises to help grow this segment even more this next year. Visitation research shows that 60% is leisure and 40% is group visitors. • The Sales Department includes a Senior Group Sales Manager, a Leisure Sales Manager and

a Sales Assistant. The Director currently handles the majority of the International market sales. • We have full time representation based in German and in the UK and Brazil.

• The meetings market as a whole is up slightly in 2014 compared to 2013. CVB leads are up from previous years with more RFP’s. Most of the group market trade shows produced good RFP results.

• With the new leisure sales manager in place we have one sales manager focused on just the meetings market. That has been extremely helpful on both sides for marketing group and leisure sales.

• Below is the trade show and sales mission list for 2014. The color code is productive shows Green for shows we will do again; Red for shows that we will not do or ones that did not produce results; Blue for shows we may do or are pending final results.

IMEX International

Premier Meetings Exchange Elite Meetings

Florida Encounter Site Global Conference

GTME SITE

Sales Mission NY

sales Mission Philadelphia

IRF Incentive resource foundation

Rewards & Recognition Show

Collaborate Marketplace Collinson Connect Market Collinson

MPISEC

SMU

Meeting Focus Florida

MITE Caribbean Meeting & Incentive Exchange SITE

• RFP’s generated by the CVB staff resulted in increased booked business in 2014 vs. 2013- up 11% from 250 to 287 and booked business is up 14% from 52 to 74 groups booked.

" We expect to continue this growth with focus on new shows, new planners, hotel partner participation, Fams both in and out of market; sites, and hosting targeted planners and planner shows in the destination.

New Product Development:

Three (3) new hotels are in the planning or development stage: • New Casino Hotel in Immokalee

• New Hyatt House hotel downtown area (small meetings) • New hotel building for 2016 at Gateway triangle near Bayfront

There are also several major renovation projects and name changes that gives us a lot to talk about to meeting planners.

o The Ritz-Carlton, Naples "re-mastering" – new rooms look, new paint, ACs, services and restaurant renovations – 5 diamond awards winning top hotel where guests can enjoy the best of both worlds with the Golf Resort just minutes away.

o The Marriott Marco Island Beach Resort with addition of 80 new rooms and thousands of square feet of meeting space, additional parking, added amenities and possible name change to JW Marriott status for 2016 will be a game changer for this area and allow us even larger conference availability and increase ADR.

o The New Naples Grande Beach Resort (Waldorf Astoria) dropping the franchise and becomes a boutique hotel again under the Naples Grande name. The planned renovations are stunning with warm beach colors and gulf view rooms with top

amenities, new dining facilities, upgraded outdoor function space and pool renovations really update this Resort to stand out among the completion.

o Naples Beach Hotel & Golf Club has spent over $60 million in the last 3 years and continues to renovate and has never looked better. Great rooms, meeting space, now 4 diamond with ALHI marketing to groups really creates local and regional competition and puts this resort one up from past marketing efforts.

o The Inn on Fifth while having completed 34 new all concierge level suites last year is still new and constantly improving the quality of service and guest experience catering to small groups of CEO’s and presidents, financial and local groups. Boasting the new Avenue 5 restaurant makes this hotel a top request.

o Hilton Marco Island Beach Resort room product is new and a new pool by the spa is scheduled to go in this year upgrading that 4 diamond popular resort and making it more requested for medium size groups and great overflow to the Marriott.

o Inn at Pelican Bay decorated with high end Ralph Lauren fabrics o Naples Bay Resort, Presidential suites and boatel packages;

o Holiday Inn Express did total remodel with new public and guest room furnishings o Bayfront Inn added new meeting space and spa.

Many other smaller hotels in the destination have also completed renovation plans and added meeting space or presidential suites, spas and have special packages. These new offsite

opportunities will be good for groups we have not hosted before like Food Truck shows, boat, home and garden shows, Culinary food festivals, Craft and Hobby groups and help to fill up the smaller nearby hotels that can supply the necessary rooms.

o Naples Botanical Gardens has added a new meeting and visitor’s center building. o The Conservancy of SW Florida has new meetings space and exhibit areas. o Hodges University has added meeting space.

o New Hope Conference Center gives us more offsite options.

Competitive Situation:

Lost Business to other competing group destinations is mostly due to rate and transportation cost and distance issues. Our rates tend to be higher than our competitive destinations, and we are happy that our destination ADR is up and we are competing with the best of the best.

o We deal with transportation issues on a one on one basis educating planners about our airport flights, sharing monthly airport updates, talking about the new airport and easy highway access to the destination with several transportation options including the hotels preferred vendor.

o This is mostly an issue with budget minded groups. Weather/rate is the other issue we lose to Florida hotels in winter with cheaper rates due to seasonal weather issues. They are meeting in Florida in winter and get a good rate but its cold, and we have the best winter weather.

Market Trends:

• We are receiving more incentive group requests. Meetings are beginning to attract more attendees and higher percentage of pickup and more interest in pre and post stays. Many planners of CEO and board meetings are interested in this area. Offsite venues are slowly becoming a requested add on.

• Educational learning is on the rise in both group and leisure travel. With a mention of “Extend your pre post conference experience and bring the family, make a vacation out of it and continue to learn” should help grow this trend.

Group Meetings Market-Geographic & Industry Target Markets

We will target the following market segments at trade shows, through e-newsletters, sales missions and FAM trips:

• Corporate Incentive • Associations • Smaller Corporate • Law Firms • Medical • Insurance • Financial • SMERF- selective

Sales missions will be done with Visit Florida to include our primary feeder markets: o New York, Chicago, Boston, Atlanta and DC

o Florida - top market for associations. Associations are top markets, and we have to hit where the decision makers are. Our Leisure Sales Manager will handle the Association market

o Secondary cities will be targeted with sales missions and include" Ohio Columbus and Cincinnati

Indianapolis -Corporate

Toronto Software – presidential CEO – Incentive Charlotte area Raleigh Durham Corporate Parks Milwaukee

o Promote in Summer time more for Florida. We also promote Florida Meetings by going to shows to meet with planners who seek Florida or Southeast USA. SMU, Florida Encounter, MPI, Meetings Focus South.

o Target “Need Dates” of August & September where they want CVB assistance, advertising and

marketing support.

New and Repeating Tactics and Strategies

1. New and updated photos on the website

2. New and updated videos for use in presentations, website, sponsorships, and destination share.

3. Keep updated Meetings collateral, double sided meetings flyer, postcard in market, note cards. 4. Continue Newsletters program and expand coop and editions – We will introduce a monthly

meetings newsletter this year

5. Sales missions of all types including joint sales missions with PR, regional, hotel and attraction partners.

6. Increase Meeting planner data base 7. Continue Fams and Site programs 8. Continue RFP Enhancement program

9. Enhance use of Idss with updates and additions to data bases 10. Social Media promotion expanded

Additional initiatives:

• Digital, banners, webinar sponsorships, lead generating educational programs and awards support.

• PR support for group market

• Include new Videos for Meetings and Weddings and an overall destination video for promotional use at shows.

• Personalized videos to planners from CVB sales staff to pitch the destination and welcome them

• Develop “Thank You” videos that can be customized for targeted groups who have held their meeting or event in our area and personalized handwritten thank you notes. • B-Leisure or "Bleisure" markets: This new term bleisure will work for both leisure and

group sales. It ties Business and leisure trips together – We can market this concept as a highlight to the destination and need to continue to brainstorm with hotel partners how to do this. What we are looking for is a way to market pre and post business stays and asks visitors to tie into their educational conference a pre/post leisure stay for educational reasons to learn something new and for relaxation. We can tie into the VISIT USA campaign Travel Effect offering our destination reasons why and how people should and can get the vacation break they deserve and why they should take it.

• Road shows and concerts as sales missions. New committee of hotels formed to lead this.

• Curb appeal – focus our spend on need times and lead generation

• In market and out of market sales missions – include and education component in our missions and Fams to entice planner attendance and get our A list needs met, speakers on trends or certification points for a class we might offer.

• Leisure Sales missions – Receptives and leisure Virtuoso sales calls in the Fall to top

agent producing lists from the hotels and add to data base and call on them in market for missions

• Review RFP enhancement program and sponsorships – allocation changes needed on a

% of room nights for larger funding needs and to assist smaller hotels too. Current funding use for transportation and F&B is ok but not enough to cover receptions based on room night’s allocation.

• Research if we can offer RFP enhancements to groups coming 2 years from now and to

sign multiple year contracts. CVB to review policy

• RFP enhancement reminders needed –hotels request CVB send to them quarterly what

funding is available and the policy and process to them every quarter to remind them about the program and keep them in touch with it.

• Increase allocation $$ midyear and earmark # for future years and # for current year. Request $200 K for RFP enhancements, $100 K for Sponsorship/Sales missions and sites, $35 K for Fams.

• Group Sales Missions Corporate Parks –target small planners to generate a buzz – hit

the tech parks, rent facility for venue to hold a sales mission event.

• Group Sales Missions – Form a committee and assign a chairperson to assist with each

city and get hotels to sign up to join CVB missions and put on the committee

• Sales mission target cities –Group/ Indianapolis, Charlotte for corporate, Ohio Columbus

and Cincinnati, Milwaukee. Leisure/ combine Ohio cities and Milwaukee and add outer area New York like long Island and Westchester county. Also include Toronto for leisure sales missions.

• Apps - on line Phone applications- for destination info like guide to city, restaurants, to

do – Crowd Compass is a Cvent app for Events applications. See Debi for source. • Partner with offsite venues and event spaces –smaller hotels reach out to venue

spaces to hold events where hotels can house rooms and win -win for everyone. Utilize New Hope, Botanical Gardens, Zoo, Malls and other venue spaces for events and fairs. Sports, SMERF market, hobby shows, car shows, boat shows, collectables and other. Work together. Hotels should reach out to venues and give them special rates. Also

packages can be made for these events with hotels and they can be put on line ParadiseCoast.com and events calendars.

• CVB to create partner newsletter monthly or quarterly that is in market partner to partner

news

" Insider spotlight feature co-op ads, campaign theme, package needs, contests, social media – a way for CVB to communicate partner to partners to keep everyone informed of destination changes and updates, events, coops etc. • Enhance RFP Responses – using videos to personalize your group bids – have link to

short personal video both CVB or hotel proposal asking for the business and why we do it best.

• Learning vacation packages – could work again with Bleisure and pre post group stays –

Come to Naples Marco Island Everglades learn to Fish, sail, golf, boat, about shells, birds, Everglades environment, paddle board, Kayak 10,000 islands"..Learning

vacations/experience is big trend, hotels need to create packages and CVB/hotels to market this lasting trend –great for families, couples and all age groups.

• CVB and Hotels to support Planner events and PR events to destination – go after and

support events that we can hold in our hotels that bring planner conferences such as golf tournaments, SMU, Meeting Focus, PRSA, Travel bloggers, Florida Encounter, MPI, FSAE and Regional ConferenceDirect, Regional HB and others.

• Naples Fifth Avenue – Showcase the 52 shops, 35 Restaurants and 2 theaters in an 8

block period from the Gulf of Mexico to the River. A lovely walkable landscaped area with outdoor dining and open air shopping and fun nightlife!

• Postcard – CVB has in market post card available for hotels to put in group welcome bags

– call to action is website and beautiful photos of what to do in Paradise are on the card. • Postcard – mailing from CVB to planners to market CVB destination services could reach

planners over email and newsletters and is worth a try.

• Tradeshows with CVB – some are open for partner participation and we could add new

other shows at your request. Tradeshow list and forms to participate were mailed out so join us or communicate if you need assistance.

• CVB website has a local tourism partner section to keep partners in touch with coop opportunities and other CVB communication to partners.

http://www.paradisecoast.com/travel_trade/collier_county_partners • Coordinate all promotions with CVB social media coordinator

• FAM trips -We will continue organized destination FAM's and provide airfare when appropriate. The CVB will qualify their needs and provide the planner a list of hotels that meet their needs using the following tactics.

• Meetings newsletters – make them monthly – and list the upcoming locations, announce the FAMs and include videos when possible. Newsletters are very well read with good open rates.

• Theme newsletters "or put a specific focus to each monthly meetings escapes • More co-op opportunities in Meetings escapes newsletters

• Purchase special group market lists for our group e-newsletter deployments • Track and monitoring those newsletters that are increasing our opt-ins, and

Concierge and Ambassadors training programs

The CVB will initiate two annual group training/brainstorming workshops with the hotel

concierge association to co train each other with efforts to encourage pre/post stays, add a day stay, bring the family and other ways to encourage longer and more repeat stays with group attendees. Learning experiences, what is free (taxi to restaurants, water taxi). We can always learn from each other.

• Site inspections

o Continue to pay airfare and solicit contributions of the CVB for Sites –CVB Group sales assists with the itineraries and some escort; travel arrangements, meet and greet and welcome bags.

• RFP enhancements for hotels and tourism partners have shown good success over the past three years. These incentives assist our partners in closing pending group meeting business. Absolutely necessary for the CVB to continue to support this effort as dictated by the hotels.

• A $100,000 budget is available for 2015 to be granted to hotels and transportation to assist group hotels in going to contract with planners for business in their need times. • CVB Group sales spend a great deal of time and effort on tracking and supporting these

efforts to attract RFP bids and signed contracts from planners.

• Sponsorships -CVB Group Sales efforts also support sponsorships to bring Meeting Planner trade shows and events to the destination. I did not get any support from the hotels to host planner groups here this year. Mostly due to high occupancy, high concession requests and hotel renovations space restrictions. This year we are

supporting top 25 Conference Direct Planners annual incentive coming to Marco Island. We also support lunch sponsorships at Connect and Collaborate and will rotate those for 2015 plan and sponsor breakfasts for SMU and IPEC shows.

• CVB will work to bring SMU event, Florida Encounter and others including FSAE events for 2016.

Trade Shows (List follows for 2015 Trade Shows)

• There is good cooperation from the hotel partners to attend trade shows. They are supported by partners or essential for the CVB to attend or we do not go. Some shows cannot include partners but CVB will attend to represent the destination i.e.: HelmsBriscoe Annual meeting and others.

• The excel document for trade shows has 3 tabs listing all shows, Group market shows and sales missions and Leisure/tour operator shows and leisure sales missions (attached with costs/budget).

Weddings Market:

• Destination market first, then down to specific property. • Focus on the idea of doing an affordable wedding in paradise • CVB will revamp weddings pages on the website

• Mini-moons and honeymoons, packages, promotions

• Possible wedding promotions, social media or contest in the planning • Wedding video to be created and on social media everywhere / website •

International Market

• Support trade shows through SITE membership. We will consider an International trade show EITBM Barcelona Spain for November 2015 (part of 2016 plan) and continue attendance at IMEX in North America.

Group Market Media to Consider:

1. Some ads to keep up with competition but more of a custom program should be

purchased this year so we can capture leads/data base. It should include trade shows, digital, newsletters, webinars some print/content and some Pinnacle support and all pubs M&C, Incentive & Successful Meetings, Connect, Collaborate (Collinson

publications and Meetings Focus, possibly Prevue. New, different and exciting to keep us edge up over competition and set us apart as a destination. (IMEX for 2016 plan if we like this year result).

2. Limit the use of print publications and retire the QR tag concept. Show a video by imbedding it in banner ads on group meeting websites. We will consider the following direction for the 2015 group media plan

3. More to online and digital 4. Mobile campaigns

9@ Search engine targeted ads (@ Website key word enhancements

5. Meeting magazines if there is a trade show component

9@ Association group magazines – Banners and e-news

6. LinkedIn for meeting professionals to exchange trending ideas – Also Linkedin is now available for advertising and we will look at how to best approach that.

9@ Group Sales Manager’s Linkedin account has over 800 contacts, mainly planners, local tourism business partners and media contacts that requested to join. She receives on average 8 new views per week and 5 new contact requests per week.

7. Buy group market lists that are geo targeted to specific target markets 8. Videos * Videos * Videos everywhere!

9. Media Mix that work best in attracting groups to our destination: 9@ All social media channels

(@ Advertising in magazines –on line – specific events/shows connected 5@ Strong TV ads make a huge impact

Q@ Trip Advisor huge potential and audience.

)@ Videos – the use of videos in all of these areas has strong potential

10. CVENT should be considered with a budget of $5K for enhancement of CVB presence on HelmsBriscoe membership to generate more RFP’s to the CVB from planners who use Cvent.

11. Marketing collateral for groups – new mini banners and large screens were produced for 2014 and new meetings digital and print 1 page two sided flyer is completely updated and in digital and printed versions. Another new screen with location map is in the process and meetings will be mentioned and have a section in the new Visitor Guide. I have new i-pad presentations and several power points featuring the destination and all of our resorts including featured partners who attend the specific shows with CVB. 12. Post card – we would like to develop a new postcard mailer that can be sent via regular

2014 a new postcard in market fulfillment piece to use for planners welcome bags that directs them to our website.

13. Visit Florida –Debi will sit again this year on the Meetings & Trade Committee with Visit

Florida and participate with them in surveys, membership, sales missions and trade shows.

Tracking/Measuring Results

• Track advertising buys use, iDSS, RFP’s, other.

• By using dart-tags for online efforts (eblasts, banner ads, etc.) to track the clicks and conversion.

• Reports provided by Paradise Agency

• Website traffic/800 numbers designated to media buy and dedicated landing pages.

CVB Strategic Plans for future

• More tradeshow co-ops

• New video opportunities- Vimeo, YouTube, etc.

• More social media opportunities in the CVB’s co-op program

• Expand use of Pinterest, Google+ & Instagram opportunities with planners • FaceBook page for planners

• Explore Linkedin for digital ads • Trip Advisor for planners