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STRATEGIC PLAN GOALS & OBJECTIVES

2017-2019

STRATEGICGOALS

THE PURPOSE OF THE STRATEGIC PLAN

• A long-term approach to continue to focus the scope and impact of EK’s efforts through organizational alignment.

• Ensures sustained momentum to capitalize on the improvements that EK has made.

• Helps guide resource tradeoffs and decisions regarding continued development and growth.

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1. Grow and Diversify the Tourism Economy Through Marketing

2. Grow and Diversify the Tourism Economy Through Sales

3. Enhance Industry Partner Engagement

4. Ensure EK’s Brand Promise is Executed

5. Ensure Cost Effective and High Performing Operation

MARKETING

SALES

ENGAGEMENT

BRAND

EFFECTIVE

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STRATEGIC PLAN: GOAL 1, FY 17-18

To Grow and Diversify the Tourism Economy Through Marketing

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To Grow and Diversify the Tourism Economy Through Marketing

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MARKETING

GOAL 1 | OBJECTIVES

CommunicationsObjective:

Create ROI metrics for public relations/communications efforts within target markets

Create marketing programs/messaging that speaks to target audiences

Increase engagement and social listening across relevant social platforms and relevant media

Marketing and Brand StrategyObjective: Identify and define the 60/30/10 rule for the organization

Discover intent to travel through targeted markets/demographics

Increase engagement and social listening across relevant social platforms and relevant media

International Sales & MarketingObjective:

Create marketing programs/messaging that speaks to target audiences

Identify and define target leisure audience using the 60/30/10 rule

Social MediaObjective:

Increase engagement and social listening across relevant social platforms

Increase engagement and social listening across relevant social platforms from x-y

Digital MarketingObjective:

Continually optimize digital channels to serve as cornerstone for marketing efforts

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STRATEGIC PLAN: GOAL 2, FY 17-18

To Grow and Diversify the Tourism Economy Through Sales

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SALES

GOAL 2 | OBJECTIVES

International Sales & MarketingObjective:

Identify and attract unique organizations/clients to the destination

Sports Marketing and DevelopmentObjective:

Identify and attract unique organizations/clients to the destinations

Increase room nights generated by EK Sports by 5% year over year

Meetings and Conventions SalesObjective:

Connect partners with new meeting planners and organizations through sales, marketing, educational activities and co-op opportunities.

With a focus on need periods, increase opportunity for meeting partner hotels to grow room demand year-over-year

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STRATEGIC PLAN: GOAL 3, FY 17-18

Enhance Industry Partner Engagement

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Enhance Industry Partner Engagement

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ENGAGEMENT

GOAL 3 | OBJECTIVES

Industry Partner RelationsObjective: Through relevant, timely interactions, enhance partner engagement

Destination & Event ServicesObjective:

Develop and increase central Florida service provider engagement

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STRATEGIC PLAN: GOAL 4, FY 17-18

Ensure EK’s Brand Promiseis Executed

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Ensure EK’s Brand Promiseis Executed

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BRAND

GOAL 4 | OBJECTIVES

Marketing & Brand StrategyObjective: Leverage EK’s brand voice as the filter through which all communications are executed

International Sales & MarketingObjective: Leverage EK’s brand voice as the filter through which all communications are executed

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STRATEGIC PLAN: GOAL 5, FY 17-18

Ensure Cost Effective and High Performing Operations

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EFFECTIVE

GOAL 5 | OBJECTIVES

OperationsObjective:

Ensure EK’s DMAI Destination Marketing Accreditation Program accreditation is maintained

Human Resources & Leadership TeamObjective:

Recruit, develop and retain high performing team members

Destination & Event ServicesObjective:

Provide a variety of innovative destination and event services to enrich Experience Kissimmee’s sales and marketing objectives and programs

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E X P E R I E N C E K I S S I M M E E . C O M