2014 Sales & Marketing Plan - ROOST...ZMOT As stated before the Zero Moment of Truth is the moment...

!!!!!!!!!!!!!2014 Strategic Sales & Marketing Plan

Prepared for: The Regional Office of Sustainable Tourism Prepared by: Carol Joannette, Vice President

Thursday, September 12, 2013!

Regional Office of Sustainable Tourism 2610 Main Street, Suite 2 Lake Placid, NY 12946 T 518-523-2445 http://www.roostadk.com

http://www.roostadk.com

Table of Contents

Executive Summary i Introduction and Overview i

Mission i

Vision i

Operational Imperatives i

Draft Plan 4 History of ZMOT 6

Leisure Travel & Events 8 Dreaming 8

ZMOT 9

Booking 11

Experience 12

Sharing 13

Key Goals Per Website 14

Conference Sales & Service 15 Dreaming 15

Research 15

Booking 16

Experience 16

Sharing 17

Strategic Sales & Marketing Plan " i

Staff Support Goals 18

Proposed 2014 Budget 20

Conclusion 23

Strategic Sales & Marketing Plan " ii

!

Strategic Sales & Marketing Plan " iii

Executive Summary

Introduction and Overview For the fourth year in a row, the Regional Office of Sustainable Tourism has written this Strategic Plan in a format that will provide a framework for all the functions the organization engages in.

Our goal is to develop a strategic plan that encompasses the marketing plan; a total document that would outline why a project is committed to, what the objectives of the project are and how we measure success.

Mission The Regional Office of Sustainable Tourism/Lake Placid CVB is the destination marketing organization of Lake Placid and Essex County leading economic growth through tourism.

Vision Our vision is to enrich the lives of visitors and residents alike by engineering a tourism economy which will sustain itself over time; economically, socially, and environmentally.

Operational Imperatives 1. The Regional Office of Sustainable Tourism/ Lake Placid CVB adheres to the highest professional standards

in all its actions.

2. The CVB holds itself accountable for achieving its mission and objectives.

3. The CVB’s efforts and decisions will be responsive to market conditions, research data and cost/benefit analyses.

4. The CVB takes a leadership role in pursuit of its mission.

5. The CVB recognizes which constituent groups represent its customers, partners, and beneficiaries; and responds to their needs and expectations accordingly.

Customers = visitors, travel trade, and planners

Partners = hospitality industry, governments and business

Beneficiaries = the communities of Essex County

2014 Draft Marketing Plan " 1

Performance Indicators (Mechanisms that determine the success of the tourism industry within a given destination and “indicate” the impact of the CVB’s efforts.)

• Economic impact of tourism • Occupancy • Occupancy tax collections • Sales tax collections • Length of stay • Per person expenditures • Attraction attendance

!6. The CVB expands existing markets, while taking advantage of new market opportunities for Essex County.

7. The CVB primarily maintains a long-term, strategic marketing focus; and partners with others to respond to short-term marketing opportunities.

8. The CVB’s primary marketing responsibility is to pursue market segments (individual and group) that will produce the best ROI.

9. The CVB creates a fully integrated marketing plan and measures R.O.I. annually and reports on a three-year rolling average.

10. The CVB will lead the destination master planning effort that is consistent with its mission, imperatives and objectives.

The CVB tracks and communicates the results of its efforts on the basis of the following: !!!

"

!11. The CVB will lead cooperative marketing initiatives that are consistent with the mission imperatives, market

segments and brand within existing budget constraints.

!!

Performance Measures (Mechanisms over which the CVB has complete control that, when targets are applied, determine the CVB’s success.)

• Return on Investment (ROI) • Inquiries converted • Cooperative resources generated • Bookings (convention, event, tour) • Booked room nights vs. actual • Group leads converted • % overhead expenses • Media (reach, quality, volume) • Social Media followers & fans • Website Analytics


Program Goals !The three main focal points to all office programming are as follows:

1.) Help the community of Lake Placid reach an 11-month economy through tourism

2.) Help the surrounding communities a.) establish a tourism destination economy b.) help attract private tourism investment.

3.) Continue to be a local advocate for tourism issues.

!


Draft Plan

Since first attending the e-Tourism Conference in 2010, our office has steadily seen an increase in the importance of web based marketing to reach our target audience. In addition, new data continues to suggest that traditional channels of marketing will continue to decline since the internet has grown to become the primary communications mechanism across the board.

Magazine Circulation: According to data released by the Alliance for Audited Media on Thursday morning, overall paid and verified circulation 1

of magazines declined slightly by 0.3 percent in the second half of 2012. But newsstand sales – which are often viewed as the best barometer of how well a magazine is doing – dropped by 8.2 percent.

These figures were far worse for celebrity magazines, which largely suffered double-digit declines. People’s newsstand sales dropped by 12.2 percent while US Weekly experienced a 14.6 percent decline. In Touch Weekly declined by 14.8

percent and Life & Style Weekly suffered a 19.1 percent drop on newsstands.

Television: As of August 27, 2012, there are an estimated 114.2 million television households in the United States, a drop of nearly 2

500,000 from the previous year.


" Mediacoder - Feb 7, 20131

" Neilsen Ratings Data2

Newspapers: 3

!The importance of social media continues to evolve at the same time. New platforms are continually developed and struggle to maintain market share as the pool increases. The evolution of Facebook promotional offerings for advertisers has been met with mixed reviews. And Google continues to place higher importance on users of their Google+ platform providing higher search ranking for sites that gain plusses.

Google+ The links in Google + profiles are added with “do follow” and are treated as web pages and this helps in increasing the 4

websites visibility and page rank. On Twitter all the links are placed with no follow tag and this doesn’t pass Page rank through to your site.

In essence your search results can be improved if you use Google+ network. A strong presence on Google + can provide you a higher page rank and web visibility.

!Facebook:

Facebook announced that they’ve tweaked their algorithm known as EdgeRank to allow stories that are getting more 5

engagement (more likes, comments and shares) to be bumped up in the news feed.

!All of this information leads us to Google’s specific travel data:


" Newspaper Association of America - 2013 State of the News Media3

" Read More at: http://www.jeffbullas.com/2013/08/12/is-google-plus-important-for-search-engine-optimization/#t8b1UwCjp7t6oysF.994

" http://www.socialmediaexaminer.com/tag/facebook-marketing/5

Google has a branch that 6

works specifically with the travel industry. By compiling the research data they have gathered on users and travel related websites they have outlined the consumer experience from initial stimulus through research, booking, experience, and then sharing.

In the 2013 Marketing Plan, we talked about the 4 steps of leisure travel marketing:

There is a basic process that every marketer tries to lead the consumer through; the purpose of which, is to

build brand loyalty and increase sales. No matter what you’re selling, the steps are all the same: awareness, evaluation, trial and loyalty.

This new graphic that represents the cyclical nature of the leisure travel marketing process is a much better representation of the body of work executed by our office. Through the 2014 Marketing Plan, we will more strongly align our strategies with this process.

!History of ZMOT In 2005 the Wall Street Journal published an article about the critical importance of the first few seconds that a customer considers their product choices. Proctor & Gamble called that moment the First Moment of Truth. This theory was so important to the company that they created the position of Director of FMOT. Later that year in a book entitled, “Lovemarks”, A.G. Lafley proposed that the Second Moment of Truth occurs when the consumer uses the brand in their home for the first time - and determines if they like the experience or not.

In 2011, Google proposed that the Zero Moment of Truth (ZMOT) occurred during the research phase in the consumption process.


" http://www.zeromomentoftruth.com6

Perhaps as little as 10 years ago, the ZMOT for travel would occur when a consumer would call a CVB or fill out a reader response card requesting more information on a destination. In the case of reader response mechanisms - they were probably asking for a variety of brochures from many different destinations. Marketers streamlined the time between request and fulfillment in hopes that their marketing materials would reach the potential customer first and impact the FMOT.

With the invention of the internet, this whole process has changed.

!


!Leisure Travel & Events

Dreaming Third party validation is important when it comes from trusted sources. Word of mouth (Friend/Family) 7

continues to be the number two influencer for visitation in the region. But, this isn’t new or surprising, it has just been hard for marketers to impact. But, this is changing.

Word of mouth is stronger than ever. For the first time in human history, word of mouth is a digitally archived

medium. 8

Now, with the prevalence of social media platforms, our office can help steer a conversation with our followers and potentially influence their followers.

Social media will continue to grow within our office. In 2014, all staff will in some way be expected to post work-related materials through social networks.

The dreaming phase is also impacted through our PR efforts. The communications team will continue to cultivate relationships with media of all types but more focus will be placed on bloggers.

Traditional public relations has changed along with the media landscape to include - and in many cases prioritize - online media. In 2014 it will be important to focus on online influencers, including travel and outdoor bloggers who also cultivate a social following of their own.


" 2012 Leisure Travel Study7

" Jim Lecinski - Winning the ZMOT8

Our office will also continue to engage in broadcast emails to our list of 48,529 email subscribers. As can be noted in 9

the chart above, repeat visitation is the number 1 driver of traffic to the region and continuing our communication to these subscribers remains a priority.

!ZMOT As stated before the Zero Moment of Truth is the moment when the consumer engages in the research and travel planning. A large portion of our web-based marketing strategies focus on ensuring that our information can be found during the research phase. Staff engage in many activities that impact our website(s) ranking in search.

Database Entry Our office maintains a database of all known travel-related businesses in the region. Many of these businesses pay for enhanced listings on some of our site(s) to increase their visibility in our marketing programs. But this enhanced listing content creates a symbiotic relationship: the increased content; text, photos, videos all work to help raise the website in search engine rankings.

In addition to the business listings, our office continues to increase the content on the site for publicly owned locations and activities: i.e.: hikes, biking loops, etc. This increase of content on the site has a huge impact to the site search ranking.

The chart below is a snapshot from the lakeplacid.com website analytics. Date range: February 1, 2012 - September 24, 2013. The page indicated:/www.lakeplacid.com/do/hiking/algonquin-mountain, (the page specifically about Algonquin Mountain.)

"

The page was loaded to the site on Feb 11th, 2012. The first summer, traffic was minimal averaging around 20 views per day. But, as lakeplacid.com became stronger in search engine rankings for hiking in general, the views to Algonquin increased. For the summer of 2013, page views averaged 47 per day.


" As of September 24, 20139

Keyword Strategy For each website, we employ a keyword strategy. Each region has specific activities that they want to grow. Our office can support these efforts by increasing site traffic based on specific keywords. These words or phrases are used to reference individual pages on the site. When the search engines crawl the site, they analyze the relationship of the keywords to the individual pages which in turn increases the page rank for those specific keywords.

Blogging Through 2013, we continued to subcontract with a variety of individuals in the region for blogging services. In 2014, we will bring most of these blogging efforts in house to ensure that the keyword strategy can also be employed more strongly within the blog posts. The blog posts themselves are important (an indicator to search engines that our site is being continually updated) and we feel they will be more helpful toward reaching our goals by linking them more closely to our strategies.

Website Content Updates Individual pages on the site are updated on a schedule related to seasonality and work calendar. The home page of each site is updated on a quarterly basis (for instance). The content of the home page is linked to the topics in our schedule for that quarter which helps the site with search ranking. Most main header pages are updated annually (some twice per year based on seasonality) and several internal pages are updated as well.

Press Releases The Communications department writes press releases which are posted to our sites. The releases can be about our monthly subjects or upcoming events, but the content is optimized for search. These releases can also be sent out via PR Web and other web based applications intended to disseminate information to online news outlets.

Photo and Video Updates On each website, we have the capacity to upload new photos and videos based on the seasonality and subject matter. This rich media provides additional search options.

The image to the right is a screen shot of a google image search for “hiking Lake Placid” the first two images are from lakeplacid.com as is the first image on the second row. These images provide links back to the website.


!Event Promotion Events remain an important trip type for regional visitation. “Events” as a page category on the website(s) remains in the top 10 of visited pages of the site(s).

Our Events Manager maintains the database of region-wide events and then ensures that they are appropriately displayed on websites. Major events are supported through page development, photo libraries, header image, carousel images, etc. All of these tasks are engaged in to help the visitor find the event they are interested in and plan their travel accordingly. In 2014, we will be making some minor staff work-load changes to increase event marketing and tracking.

SEO/SEM For the last two years our office has sub contracted work related to Paid Search campaigns and site management. In 2014, we will be bringing much of this work in-house. We will continue to secure paid ads on various websites that will work hand in hand with our keyword strategy.

Retargeting In 2013, our office tested some retargeting strategies. Individuals that visited specific pages on our website(s) that then, did not take an additional prescribed action were delivered reminder messages while on the Google Ad Network.

In the example to the right, individuals that went to the fishing page on WhitefaceRegion.com but, then did not also view the packages page would later see this ad.

In 2014, our office will continue to develop specific retargeting campaigns to continue visitor engagement.

Booking As we continue to discuss the steps of travel planning, our office is also assists consumers in the booking process. Not every region takes advantage of our online booking engine, and the success has been sporadic.

Site Main Event Views All Event Views Main Event Entrances All Event Entrances

LakePlacid.com 123,643 289,920 26,111 62,056

WhitefaceRegion.com 10,310 40,105 5,735 17,605

SchroonLakeRegion.com 11,404 21,614 3,282 5,003

LakeChamplainRegion.com 7,788 13,262 1,490 2,576

SaranacLake.com 11,397 64,141 3,495 15,261

Total 164,542 429,042 40,113 102,501


The system was put into place due to the fact that many of our independently owned lodging properties didn’t interact with the larger GDS systems. The reasons of which were varied but one of the primary reasons was the commissions that needed to be paid to the booking engines. Our hope was to develop a program that would not require commissions and thereby display inventory from the smaller operators which are typically lost in bigger systems.

An additional issue that impacted our lodging properties was ski and golf packaging; most GDS systems require the lodging properties to pay a commission on add-ons as well as the room rate. Lift ticket pricing can be very complex based on age and days of ticketing and entering these packages into GDS systems can be complex. Many of the larger flagged properties would rather work with the larger GDS systems while smaller properties are more comfortable working with ours.

In 2014, we intend to increase staff efforts in overall education of the importance of the booking engine for being seen by the traveling public and also offer some assistance in inventory control. Secondly, we will be researching options of linking our reservation system to the GDS network to ease the inventory maintenance issues of the larger properties.

Our office continues to promote hotel packages and will continue to include packaged offerings in broadcast emails and through web pages. More focus will be given to encouraging lodging to create packages and increase their visibility.

Experience Customer experience is impacted by many factors that are out of our control. However, we have assessed what programs and actions we may take that would impact this step:

1. Destination Management For several years our office has been touting the fact that destination development works hand in hand with marketing. Across the country, destination marketing organizations (DMOs) are recognizing that the future role of DMOs will be two-pronged: destination management and destination marketing. Some strides have been made in initiatives that support the destination master plan programs but more needs to be accomplished.

This year the governor announced a new grant fund for infrastructure development, and more funding has become available through the Governor’s Regional Economic Development Council Priority Projects. These two funding streams are a step toward assisting us with our goal of furthering tourism destination economies in the surrounding towns.

New initiatives will be started including a recreational plan for the 5 southern Adirondack towns of Long Lake, Indian Lake, Newcomb, Minerva and North hudson.

In 2014, our office intends to increase our efforts in gaining local support for infrastructure development, education regarding financial programs, and destination planning; each of these tasks are linked to an overall objective of Destination Management.

2. Visitor Services Visitor service plays a critical role in providing a positive visitor experience within the region. Our office will continue to maintain the offices in Lake Placid and Saranac Lake as well as support the regional visitors centers.


3. Mobile Website Mobile websites continue to rise in importance. Not only are these devices important in the travel planning process, but in customer service as well. Consumers are using their mobile devices to guide them to attractions, retail and restaurants while within the region. Maintaining our database of businesses and activities helps customers on mobile devices when our visitors centers are closed.

Ensuring that our sites render well on mobile will be important in 2014.

!4. Guidebook/Print As mobile platforms become more prevalent, consumers are taking printed pieces less and less. In many instances, visitors in our visitors centers come and gather information on hikes/activities, but leave the brochures behind. In 2013, we printed a guidebook that we project will last through 2014 as well. This provides us an opportunity to evaluate the continued print and distribution of these pieces.

In 2014, we will print posters to be distributed in-region that would promote “Visitor Information” and a QR code to access our mobile websites.

5. Local Communications In 2014, our office will increase our efforts in the local communication arena. Part of this project will be to educate businesses on customer service issues and current marketing initiatives. However, a larger role will to keep local businesses up to speed with what events are coming in to help them plan, manage inventory and provide better visitor information.

Sharing Social networks have become an everyday way of life. Thus, the final step of the visitor booking process is in sharing their experiences (good and bad) with their network of friends, colleagues, and family. But these sharing moments can occur after their stay (when they are home from a trip) or during the trip, taking a photo and uploading it immediately.

The MOTs are meeting. Our mobile devices are MOT machines. As mobile usage grows, the zero, first 10

and second moments of truth are converging.

In 2014, our staff will continue to promote our quarterly subjects via social networks in addition to garnering more friends, fans and followers. Each staff member will also play a greater role in promoting regional activities; sharing and plussing pages on the site.

!!


" Jim Lecinski - Winning the ZMOT10

!!!!!!Key Goals Per Website !As in 2013, our office has built out a schedule of topics to be featured in our communications process. What is new for 2014: we’ve established a different topic by region - so, our site(s) won’t be competing for traffic on the same subject.

!

Q1 Q2 Q3 Q4

LakePlacid.com Winter Great Outdoors

30% Summer Great Outdoors

30% Biking 30% Skiing 30%

Family Fun 20% Golf 20% Family Fun 20% Winter Great Outdoors

20%

WhitefaceRegion.com Skiing 20% Fishing 20% Events 20% hiking trails 20%

Outdoors 20% Biking 20%

Hiking 20%

SchroonLakeRegion.com Fishing 20% Events 20% Hiking 20% Winter Family 20%

Family 20%

LakeChamplainRegion.com Fishing 20% Boating 30% Biking 20%

Heritage 20% Hiking 20%

SaranacLake.com Winter Outdoors 30% Summer Outdoors 30% Family/Heritage 20% Wellness 20%

Arts 20%

Family 20%

All Regions Reservations 5% Reservations 5% Reservations 5% Reservations 5%

Contest 10% Contest 10% Contest 10% Contest 10%

email Signup 5% email Signup 5% email Signup 5% email Signup 5%


Conference Sales & Service

The sales and marketing department will also align their work schedule along the same 5 stages of booking. Although, with this market, the consumer is the meeting planner and the primary focus is on relationship building and continued communication.

Dreaming Just as in leisure travel, referral business is one of the major contributors to developing a strong client list. These third-party endorsements are integral in the entire sales booking process. There are also tasks the staff undertakes that can effect the dreaming phase:

Shows The sales staff will attend a variety of functions designed to meet prospective clients and earn their business. Pop-up booths and collateral material are parts of this introductory period.

Direct mail & eMailsAfter this initial contact, our conference sales staff will develop a communications schedule to reach out to their client list via direct mail and email. The sales team will send out a follow up post card after their contact and will also develop a broadcast email topic schedule to continue to reach out to their leads and remain top-of-mind.

Social Platforms The sales team will develop and maintain strong LinkedIn profiles and use these channels to reach out to prospective clients. Maintaining strong public profiles helps with the relationship building necessary in conference sales.

Research Again there are a variety of jobs that staff undertake that have a large impact on the research phase:

Banner and Display Ads Paid ads are secured in publications that cater to the meeting market and banner ads are placed on pertinent websites. These paid placements provide an overview of the conference facility and deliver a call to action of “request and RFP” or “Contact the sales team” message.

!WebsiteMaintaining the meetings website is critical for providing the meeting planner with important information about the


facilities and lodging options for their attendees. Room layouts, maps and all the pertinent details to meeting planning is available on the site.

Networking The sales team will continue to attend as many functions where networking opportunities occur to help develop their respective client lists.

Sales Calls

The sales staff contact clients and prospective clients and makes appointments to visit them in their own offices. This helps develop a rapport with the lead and offers an opportunity to encourage a visit to the destination and conference center.

Fams Once they have interest from a prospective client, the sales team will invite them to the destination to gain first-hand experience of the destination in the form of a Familiarization Tour.

Proposal The proposal phase is critical to winning the meeting business. The sales team has to review the history of the client, meeting space requirements, assess the fit to our destination, gain interest from area hotels and secure tentative available dates and rates that would fit their schedule. All this data has to be compiled along with food projections and delivered to the client within their decision making window.

Booking Once the proposal is approved, then the sales team has to work on a contract. This period is the most critical in the whole process. The Sales staff works to negotiate rates for the hotels and secure rooms for the block. They secure the meeting space and break out space according to the planner’s specifications. Details about shuttles and equipment rentals are finalized and delivered to the client in one packet.

Once the contract is signed, the entire project moved to the service department. Staff build out the web pages that facilitate online reservations and then handle the attendees needs in relation to overnight bookings. Advance deposits are processed, welcome packets delivered and rooming lists generated for the hotels.

Experience Well before the attendees arrive to the destination for their meeting, the service staff work on a variety of details: menu planning, playbook, and meeting layouts all have to be generated and delivered to the specific department within the meeting facilities. All of this attention to detail is paramount to ensure the ease of the function and remain on the consideration list for future conferences.

Visitor service remains on hand to assist with answering questions raised during the conference and the service staff man registration tables and stay on hand to offer support to the meeting planner.


At the close of the conference the service staff processes the final accounting of the conference and delivers one master bill to the meeting planner.

Sharing During the conference, attendees are encouraged to share heir experience across social channels, and staff also pitch in to help with any questions that arise. Photos of the event are shared and all this content helps to support that ever-important third-party endorsement.

!


Staff Support Goals For each department of the office, goals have been projected out over the next two years. The following chart depicts comparisons of 2011 and 2012, 2013 to date as well as projected goals for 2013, 2014, and 2015.

2013 Projected Projected Projected

2011 2012 thru Sept 20 2013 2014 2015Interactive Campaigns 27,073 25,078 16,539 26,332 27,648 29,031

Pay per Click 23,813 25,425 33,937 26,696 28,031 29,433

Phone 10,883 9,338 8,563 9,805 10,295 10,810

Staff 1,620 1,019 482 1,070 1,123 1,180

Internet 3,760 3,204 7,155 3,364 3,532 3,709

Promotions 52 132 386 139 146 153

ARTC 29,548 33,749 46,997 35,436 37,208 39,069

Reservations 1,661 1,915 1,572 2,011 2,111 2,217

Conventions 5,991 2,138 0 2,245 2,357 2,475

Total 104,886 101,998 115,631

Social Media

Facebook Friends to date 8,652 13,021 16,645 13,672 14,356 15,073

Likes 9,362 44,876 48,902 47,120 49,476 51,950

Comments 1,969 3,762 2,656 3,950 4,148 4,355

Shares 577 6,631 7,602 6,963 7,311 7,676

Their Friends 132,216 1,653,771 71,794 1,736,460 1,823,283 1,914,447

Talking 502 871 2,081 915 960 1,008

Here 17,280 24,148 18,144 19,051 20,004

Twitter Followers to date 2,071 3,081 3,280 3,235 3,397 3,567

Tweets & ReTweets (Reach) 4,028,920 8,050,359 6,240,910 8,452,877 8,875,521 9,319,297

TW Impressions (exposure - times tweets received) 7,595,195

Click-throughs to Website

Cooperative Revenue Raised

Activities Guide $ 61,945.00 $ 48,063.00 $ 49,054.00 $ 50,466.15 $ 52,989.46 $ 55,638.93

Winter Internet $ 38,944.00 $ 46,472.68 $ 2,390.00 $ 48,796.31 $ 51,236.13 $ 53,797.94

Summer Internet $ 41,325.50 $ 47,474.09 $ 49,730.00 $ 49,847.79 $ 52,340.18 $ 54,957.19

Broadcast Emails $ 865.90 $ 2,650.00 $ 909.20 $ 954.65 $ 1,002.39

TV Display $ 1,500.00 $ 1,575.00 $ 1,653.75 $ 1,736.44

Featured Listings $ 14,092.42 $ 26,324.91 $ 14,797.04 $ 15,536.89 $ 16,313.74

Website Development $ 1,800.00 $ 700.00 $ 1,890.00 $ 1,984.50 $ 2,083.73

In Kind $ 31,807.00 $ 16,534.61 $ 14,529.80 $ 17,361.34 $ 18,229.41 $ 19,140.88

Total $ 174,021.50 $ 176,802.70 $ 145,378.71 $185,642.84 $ 194,924.98 204,671.23


!!!

Group Sales

Contracts Signed (actually signed this year) 5 12 15 18 22

Strayed Business 8 25

Total Rooms booked 2297 1103 0 6,000 7,200 8,800

Media

FAM media hosted 23 12 23 30

INT 46 27 17

INQ 50 62 48

Editorial 8 1

Pitches 4 5 13

Promotional emails 18 40 24 60

Releases Web/Direct 86 38 86

Releases SEO 12 7 12

SEO Release Impressions 104,738 636,218

Clippings 132 70 49 70

2013 Projected Projected Projected

2011 2012 thru Sept 20 2013 2014 2015


Proposed 2014 Budget !2013 2014 =/- Strategic Plan

Change

Dues 6,500 6,500 0

Town of North ELba 50,000 40,000 -10,000

Village of Lake Placid 5,000 5,000 0

Distribution 3,000 3,000 0

Co-op Programs 15,000 15,000 0

Winter Internet Sales 58,000 51,236 -6,764

Essex County Guide Book 68,000 0 -68,000

VS/Product Sales 2,500 2,500 0

Interest 150 150 0

Commissions 66,928 93,000 26,072

Occupancy Tax 1,750,000 1,950,000 200,000

Summer Internet Sales 50,000 52,340 2,340

I Love NY match 45,000 70,000 25,000

Website Development 1,984

Miscellaneous Income 8,000 8,000 0

eMarketing Services 30,000 16,000 -14,000

Total 2,158,078 2,314,710 156,632

Professional Services 16,000 45,000 29,000 *

Equipment Purchases 10,000 15,000 5,000 *

Building Improvement/Maint 6,000 6,000 0

Dues/Subscriptions 7,500 7,500 0

Line of Credit/Loan 15,000 15,000 0

Office Supplies 23,000 23,000 0

VS Products 1,500 1,500 0

Payroll 770,000 850,000 80,000 *

Payroll Taxes 85,000 120,000 35,000 *

Benefits 75,000 80,000 5,000

Health Care 125,000 150,000 25,000

Travel 30,000 40,000 10,000

Miscellaneous 6,500 6,500 0

ARTC Match 45,000 70,000 25,000


!Below we offer more detailed breakouts for individual department budgets.

!

I Love NY 45,000 70,000 25,000

Advertising 132,271 173,960 41,689

Co-op Programs 15,000 15,000 0

Regional Events 32,750 32,750 0

Events 110,500 122,000 11,500

Meetings, Conventions, & Groups 115,000 85,000 -30,000

PR/Media 52,557 45,000 -7,557

Regional Marketing Support 100,000 100,000 0

Printed Marketing Materials 65,000 15,000 -50,000

Research/Tracking 15,000 15,000 0

Internet 143,000 125,000 -18,000

Marketing Fulfillment 65,000 45,000 -20,000

Marketing Promotional Items 5,000 15,000 10,000

OCC Tax Officer 16,500 16,500 0

QDD - 5 Towns 30,000 10,000 -20,000 *

Total 2,158,078 2,314,710 156,632

2013 2014 =/- Strategic Plan Change

Communications 2013 2014

PR Sub Contracts $ 33,500 $ 18,500

SWAG $ 3,000 $ 3,260

Subscriptions/Memberships $ 11,057 $ 3,740

FAM Support $ 2,500 $ 7,500

Conferences $ 1,500 $ 1,500

e-Marketing $ 1,000 $ 1,000

Promotions $ 3,500

Summer b-roll $ 6,000

Total $ 52,557 $ 45,000


!

!

Conference Sales 2013 2014

Online Advertising $ 13,000 $ 20,000

Website $ 15,000 $ 5,000

Publications $ 7,000 $ 10,000

Trade shows $ 10,000 $ 10,000

New Photography $ 5,000 $ 5,000

Media Kits $ 12,000 $ 7,000

Brochures $ 5,000 $ 5,000

SWAG $ 5,000 $ 6,000

Receptions $ 5,000 $ 5,000

Site Visits $ 10,000 $ 10,000

pop ups/banners $ 5,000 $ 2,000

General Advertising $ 13,000 $

Total $ 105,000 $ 85,000


!

Conclusion This marketing plan has been drafted with the most current research available, our own research and response to the Leisure Travel Study. We feel it is the most strategic use of county marketing dollars, town funding, village funding and business support funds.

Any questions regarding the details of this plan can be addressed to:

Carol Joannette Vice President Regional Office of Sustainable Tourism 2608 Main Street, Lake Placid, NY 12946 [email protected] (518)524-2445 extension 105

Advertising 2013 2014

Retargeting $ 43,261 $ 48,000

SEO/SEM $ 59,000 $ 64,610

Production $ 30,000 $ 21,350

Northcountry Regional Co-ops $ 40,000

Total $ 132,261 $ 173,960

Internet 2013 2014

Content Development Contracts $ 40,000

Site Agility $ 35,000.00 $ 25,000

Production $ 16,000.00 $ 10,000

Updates $ 44,000.00 $ 42,000

Hosting $ 8,000 $ 8,000

Res System linkage $ 40,000

Total $ 143,000 $ 125,000


2014 Sales & Marketing Plan - ROOST...ZMOT As stated before the Zero Moment of Truth is the moment...

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Transcript of 2014 Sales & Marketing Plan - ROOST...ZMOT As stated before the Zero Moment of Truth is the moment...