2018 Marketing Plan - Cloudinary€¦ · The purpose of the annual work plan is to develop,...
Transcript of 2018 Marketing Plan - Cloudinary€¦ · The purpose of the annual work plan is to develop,...
Visit Salt Lake 2018 Comprehensive Marketing Plan
INTRODUCTION
SpecificinitiativeswithineachoftheVisitSaltLake’ssevenprograms(inthefollowingpages)willbedevelopedfor
the2018calendaryeartomeetprogramobjectivesandthelong-termstrategiesofourongoing5-yearStrategic
MarketingPlan.Theinitiativeswillbeoutlinedinourdetailedannualworkplanthatwillbecontinuously
tracked,measuredandupdatedeachmonth.
Thepurposeoftheannualworkplanistodevelop,implement,measureandamendmarketingprogramstomeet
demandsinconsumerbehaviorandtraveltrendstoincreasemarketshareandvisitorspendinginSaltLakeCounty.All
programsandinitiativesintheannualworkplancorrelatedirectlytobudgetlineitemsintheannualBudget.
ABOUT US
We’remarketingSaltLakeasavibrant,moderncityfilledwithlimitlessdining,lodging,nightlife,and
entertainmentoptions.Consequently,wewantallofourmarketingmaterialstoreflectthosetwo
descriptors–vibrantandmodern.Forexample,ourphotographyisprogressive,notposed.Ourlayoutsare
cleanandcontemporary,notcluttered.Andourvoice–headlines,bodycopy,andotherwise–ischarismatic,
to-the-point,andmostimportantly,human.
WORK PROGRAM INVENTORY
CO
NVE
NTIO
NS
TO
UR
ISM
1 SALES
2 SERVICES
3 WEB SITE
4 COMMUNICATIONS
5 COOPERATIVE
PROMOTIONS
6 PUBLICATIONS
& COLLATERAL
7 BRAND
ADVERTISING
Sales Deployment
Sales Missions
Trade Shows / Industry Events
Convention Development
Community Relations
Surveys / Market Research
Client Development
Attendance Promotion
Client Services
Community Awareness
Listing Integration
Mobile Applications
Web Based RFP
Media Relations
Industry E-letters
Social Media
National Media
Local Community Outreach
Meeting Planner Guide
Convention District Map
Bid Presentation
Conventions / Meetings
Sales Deployment
Sales Missions
Trade Shows / Industry Events
Travel Trade Development
Community Relations
On-line Travel
Listing Integration
Mobile Website
Ski City
Media Relations
Visit Salt Lake Media Relations
Industry E-letters
Social Media
National Media
Local Community Outreach
Community Relations
Partner Integration
Visitors
Connect Pass & Attractions Hub
Ski City
Ski City Planner
Connect Pass Brochure
Visitors Guide
Group Tour
Visit Salt Lake
Ski City
Content Development
ASAE
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Visit Salt Lake’s 2018 Initiatives
LaunchofnewwebsitesforVisitSaltLake.comandSkiCity.com
Travelershaveanunlimitednumberofonlineresourcestheycanusetoplanandbooktheirtrips.Ourwebsitesremainrelevantfortheseasonedvisitorwhohasalwaysusedthem,andbecausetheyrankhighinGooglesearchresults.
AtthefoundationofoursuccessfulsearchresultsisourongoingcommitmenttohighlightingthescopeandscaleoftheeventsinthegreaterSaltLakearea.Visitorsarenaturallydrawntodiscoveringwhatthereistodoinapotentialdestination.Weareintegratinggroundbreakingmappingandgeo-locationtechnologyintoournewsites,ensuringtheircontinuedrelevanceinsearch,andtheirabilitytoshowcaseallthereistodoinSaltLake.
Ournewwebsiteswillemphasizeuser-generatedcontentfromplatformslikeInstagramandwewillbedoublingdownonvideocontenttosharethetrulyauthenticelementsofourdestination.Butwewillalsofocusonretainingourvoiceonthenewsitesthroughcontentthatweproduceandcontrol.Ourgoalwillbetostriketherightbalancewiththestoriesofourdestinationthatwewanttotellandthepersonalandpersuasivestoriestoldthroughuser-generatedcontent.
Muchofthemoststrategicchangeandinnovationwithournewwebsitesishappeningonthebackend.Dataminingfromoursitevisitorsisapracticethatweareintegratingintoournewsites.Ourcustomerrelationshipmanagement(CRM)platformiscapableofgeneratingendlessamountsofdataanalyticsforustousetotargetvisitorswithrelevantcontent,learnwhichpartnersprovidethebestreturnoninvestment,andleveragethesiteasatestbedforlargermarketinginitiatives.
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Visit Salt Lake’s 2018 Initiatives (Continued)
ReplacingthelossoftheOutdoorRetailerTradeShows
2017hasbeendefinedastheyearSaltLakelostthetwoOutdoorRetailertradeshows.Soin2018wewillfocusoursalesandmarketingeffortsinthecitywideconventionmarketstosecuringnewbusinesstofilltheimmenseholesleftbytheearlydepartureofthesetwosignificantevents.
Tradeshowsareenormouslyimpactfultoanareaeconomybecauseofthebroadimpacttheseeventshaveinourcity.Tradeshowsincludeenormouslabordemandstobuildandsupplytheexhibitfloor,theexhibitorsentertainandmeetingwiththeirclientsoutinthecommunityandviaprivateeventsandparties,andtheoverallimpactofthesehighlyfocusedattendeesmakestheeconomicfootprintoftradeshowsthelargestintheindustry.
ThroughanewpartnershipwiththeSocietyofIndependentShowOrganizers(SISO)VisitSaltLakeandSMGarestrategicallypursuingseveralspecifictradeshowproducerstoconsiderSaltLakeasthefuturelocationoftheirtradeshow.
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Visit Salt Lake’s 2018 Initiatives (Continued)
BlueprintSaltLake
TodayasignificantopportunityexistsforleadersfromSaltLake’svisitoreconomy,business,economicdevelopment,socialandgovernmentsectorstocollaborativelydevelopandactivatea“blueprintforthevisitoreconomy”thatalignscommunitystakeholdersandtheirrespectiveenterprisesaroundacompellingvisionandnarrativeforthefutureofthedestination.
Byaligningkeycommunityandstateenterpriseresourcesaroundonecoredestinationvisionandstorynarrative,SaltLake’svisitoreconomy,business,economicdevelopment,socialandgovernmentsectorscanrealizehugeperformanceandqualityoflifebenefits.
Leadershipisrequiredtogetthisdone.
VisitSaltLakecanbetheleadershipcatalysttodevelopacollaborative“blueprint”thatdefineshowSaltLake’sdestinationappealandexperiencecanbeenhancedtobecomeacrucibleforinnovation,economicgrowthandqualityoflifefortheStateofUtah.
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Visit Salt Lake’s 2018 County Priorities
RoomNights:
ByDecember31,2018,bookthegreaterof701,000roomnightsor3%moreroomnightsthanwebookbyyearend2017.
EarnedMedia:
Increase“earnedmedia”generatedforSaltLakeasatravelandtourismdestinationfrom$13.37millionto$14.72million.
WebsiteVisitorSessions:
Increasetotalvisitorsessionsonboththemainandthemobilewebsitesfrom2.34milliontomorethan2.49millionvisitors.
DirectVisitorSpendingConventionandMeetingDelegates:
DirectDelegatespendingof$215,000,000generated(asdeterminedfromsurveydatacollectedbyUniversityofUtah’sKemGardnerPolicyInstitute)byDecember31,2018.
HospitalityIndustryJobs:
Maintainandsupportover4,945jobsintheconventionsandmeetingsindustryinSaltLakeCountybyDecember31,2018.MeetingsMeanBusiness.
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SALES: Community Relations C O N V E N T I O N S
PROGRAMDESCRIPTION
ConventionCommitteemeetingsandConventionSalesmeetingsareheldonaregularbasistoensuremaximumcommunicationandsynergiesexistbetweenVisitSaltLakeandourcommunitystakeholders.
PROGRAMELEMENTS
• TheConventionCommitteeiscomprisedof:
o Majorhotelgeneralmanagers
o SaltPalacegeneralmanager
o VisitSaltLakeExecutiveCommitteemembers
o VisitSaltLakeleadershipteam
o KeystakeholderssuchastheDowntownAlliance,SaltLakeCity,andSaltLakeCounty.
Thiscommitteemeetsquarterlytodiscusscurrentissues,explorenewcreativeandre-designedsalestools,andprovidedirectionfortheVisitSaltLakesalesandmarketinginitiatives.GeneralmanagersfromallSaltLakeCountyhotelsareinvitedtoattendeveryothermeetingtoensuremaximumstakeholderengagement.
• ConventionSalesmeetingsareattendedbytheDirectorofSalesand/orMarketingfromeachofthemajorhotels.Thesemeetingstakeplaceeveryothermonthandprovideaforumtodiscusskeyaccounts,hospitalityissuesandthespecificsofVisitSaltLake’ssalesandmarketingefforts.ExploringsynergisticwaystocapitalizeonSaltLake’shostingoftheConnectMarketplacewillbeacentralthemein2018.
PROGRAMBUDGET
$4,000
PERFORMANCEMEASURES
• FourConventionCommitteemeetingswillbeheldin2018.
• SixConventionSalesmeetingswillbeheldin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofSales
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SALES: Convention Development C O N V E N T I O N S PROGRAMDESCRIPTION
Theconventionsalesdepartmentutilizesanumberoftoolstobookmeetings,conventionsandathleticeventsintoSaltLake:
• ConductingsiteinspectionsforprospectiveclientsisthemosteffectivewaytodemonstrateSaltLake’sabilitytohostsuccessfulmeetings,conventionsandevents.SiteinspectionsalsogivetheVisitSaltLakesalesteammembers,selecthospitalitypartnersandrelevantstakeholdersone-on-onetimewiththeprospectiveclients.
• TheConnectMarketplacewillbeheldinSaltLakeinAugust,2018.Thisprestigiousindustryeventwillattract4,000attendees,1,300ofwhicharemeeting,conventionandathleticeventplanners.TheVSLsalesstaffwillconductover100one-on-oneappointmentswiththoseplanners,andhostpre-andpost-siteinspectionsforselectprospectiveclients.
• TomaximizethebenefitsofhostingtheAmericanSocietyofAssociationExecutives(ASAE)2016annualmeeting,thetop80attendingtargetaccountswillbecontactedbytherespectiveVSLsalesteammemberatleastthreetimesduring2018.
• Additionally,VSLwillcontinueitsstrategicpartnershipwithASAEtomaximizeourconnectivitytotheirassociationexecutivemembers.AcomponentofthatpartnershipwillbeSaltLake’shostingofASAE’sinauguralInnovationLab.
• Withthepossibleannouncementofanewconventioncenterhotelin2018,alaunchcampaignwillbedevelopedtomaximizepre-bookings.
• TheEventOpportunityCommitteeevaluatesSaltPalaceandSouthTownerentwaiver/rentreductionrequestsinanefforttoincreasetheprobabilityofbookingconventionswiththegreatesteconomicimpactuponSaltLakeCounty.TheCommitteeiscomprisedofrepresentativesfrom:
o SaltLakeCounty:
o SaltPalaceConventionCenter
o VisitSaltLakeseniorstaffo VisitSaltLakeExecutiveCommittee
• Highlycustomized,comprehensiveBidPresentationsenableVisitSaltLaketocommunicateSaltLake’scitywidebidsinacompelling,professionalmanner.
• AnnuallyrepeatingconventionscompriseasignificantportionofSaltLake’stotalconventionbusiness.PersonalvisitstotheserepeatcitywideclientsdemonstrateSaltLake’scommitmenttotheirorganization,conveygratitudeforthebusiness,andhelptoensurere-bookingoftheirfutureconventions.
• Providing(financial)cooperativemarketingcontributionstolarge,selectcitywideclientsisaneffectivemethodtosecurehighlydesirablebusinessinanultra-competitivemarketplace.Whenappropriate,thepre-approvedfundsareprovidedtocitywideconventionsandathleticeventsupontheselectionofSaltLake.Thesefundsareintendedtobeusedbyclientsforexpensesrelatedtoattendancepromotionandgeneralconventionmarketing.
PROGRAMELEMENTS
• VisitSaltLakehostshighlycustomizedsiteinspectionsfortargetedclients.Siteinspectionsincludetoursofhotelsasspecifiedbytheclients,theSaltPalaceConventionCenterorSouthTowneExpoCenter,selectrestaurants,pertinentoff-sitevenuesandvisitorattractions.
• SaltLake’shostingoftheConnectMarketplacein2018willbetoutedinallsalespresentations,bids,newsletters,andotherclientcommunications.
• StrategicinteractionwithASAEwillcontinuethrough2018toextendVSL'scomprehensiveoutreachtothe
associationmarket.VSLwillpartnerwithASAEtohosttheinauguralInnovationLabinSaltLake,whichwillattract18seniorstaffofthethreemostprogressivenationalassociationstoexplorecuttingedgeaspectsofassociationmanagement.
• ThesalesteamwillfurtherrefineitsTargetAccountlistofcitywideconventions;identifyingthosethatrequirealargeheadquarterhotel,andthosethatdonotThiswillenablethesalesteamtofocusonhigh-probabilityaccountswhetheraconventionhotelisannounced,ornot.
• TheEventOpportunityCommitteeconvenesonanas-neededbasistoevaluaterentreductionorrentwaiverrequestsforselectgroups.Considerationisgiventolargegroupsthatcreateasignificantamountofeconomicimpactandconveneduring‘need’times.
• TheVisitSaltLakesalesstaffutilizesauniquepresentation‘package’formeetingandconventionbids.Thebidpackagewillbeupdatedandenhancedin2018toeffectivelyconveytheurbanandenergeticnatureofSaltLake.
• InadditiontofurtherconveyingtheurbanandenergeticbrandmessageofSaltLake,thiscustomizable,high-techbidpresentationishand-deliveredbyaVisitSaltLakesalespersonwheneverpossible.
• MembersoftheVisitSaltLakesalesteam,withinvolvementfromtheServicesstaffandkeyhospitalitypartners,whenappropriate,personallyvisitallrepeatcitywideclientsonanongoingbasisthroughouttheyear.
• Financialincentivestoselectcitywideclientsarebasedonthecompetitiveenvironmentandevaluatedonacase-by-casebasis.Considerationisgiventoconventionsthatattractalargenumberofout-of-areaattendees,andconveneduring‘need’times.Ascompetitionforcitywideconventionscontinuesto
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SALES: Convention Development C O N V E N T I O N S
grow,andothercitiesofferincentives,thissalestoolhasbecomeincreasinglyimportant.
• InteractionwithASAEwillcontinuetoprovideacomprehensiveoutreachtotheimportantassociationmarketandwillleverageSaltLake’ssuccessfulhostingoftheir2016annualmeeting.
• VisitSaltLakewillhostaCustomerAdvisoryBoardmeetingtoprovidedirection,ideasandinsighttoenhanceVSL’ssalesandmarketingefforts.
PROGRAMBUDGET
$1,375,000
PERFORMANCEMEASURES
• TheConventionSalesteamwillhostoneCustomerAdvisoryBoardmeeting.
• Theteamwillcollectivelyhost130siteinspections.
• EachSaltLake-basedconventionsalesdirector,andsportssalesdirectorwillcompleteaminimumof104outgoingprospectingcallsand/ore-mailcontactstonewpotentialconventionclients.
• Eachexecutivemeetingmanagerandnationalsalesmanagerwillcompleteaminimumof240outgoingprospectingcallsand/ore-mailcontactstonewpotentialmeetingclients.
• Threesatellitedirectorswillcollectivelymakeaminimumof125initialsalesappointments.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofSales
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SALES: Trade Shows / Industry Events C O N V E N T I O N S
PROGRAMDESCRIPTION
Thesalesteamattendsselecttradeshowsandindustryeventstomeetwithandgenerateleadsfromtargetedclients.Attendingthesetradeshowsandeventsalsoenablesthesalesteamtointeractwithexistingclients,andenhancestheirawarenessofindustrytrendsandissues.
ThecampaignwillincludeaheightenedpresenceatthevariouseventsassociatedwithASAEandConnectin2018.
PROGRAMELEMENTS
• Theconventionsalesteamwillattendthefollowingtradeshowsandindustryeventsin2018:
TRADESHOWS
o ASAEAnnualMeeting
o ASAEExperienceDesignProject
o ASAEGreatIdeasConference
o ASAESummitAwardsDinner
o ConnectMarketplace
o ConnectNewYork,ConnectChicago,ConnectTexas,ConnectDC,ConnectDiversity,andConnectGLBT.
o IMEXAmericas
o IMEXFrankfurt
o DestinationsShowcase
o MPIWorldEducationConference
o MPITradeshowsinNorthernCalifornia,andSouthernCalifornia,andAtlanta
o NursingOrganizationsAlliance
o TEAMS-theathleticeventconference
o NationalAssociationofSportsCommissions
o HolidayShowcaseChicago
o MeetingIndustryCouncilofColorado
o IGLTAGlobalConvention
o PlanYourMeetingstradeshowsinDallas,SanDiego,andDenver.
o SmartMeetingstradeshowsinDallas,NewYork,SouthernCalifornia,andNorthernCalifornia.
INDUSTRYCLIENTEVENTS
o ProfessionalConventionManagementAssociation
(PCMA)ConveningLeaders
o PCMAEducationConference
o CouncilforEngineering&ScientificSocietyExecutives’AnnualMeeting
o CouncilforEngineering&ScientificSocietyExecutives’CEOSummit
o Simpleview(CRM)Summit
o ConferenceDirect'sannualpartnermeeting
o Experient'sEnvision
• TheVisitSaltLakesatellitesalesdirectorsparticipateindozensofregionalindustryeventsandchaptermeetingsofMPI,PCMA,ASAEandotherorganizationswithintheirrespectivegeographicalareas.
PROGRAMBUDGET
$240,000
PERFORMANCEMEASURES
• TheConventionSalesstaffwillattend38selectnationalconventionindustrytradeshowsandeventsthatarefocusedongeneratingcitywideconvention,athleticevent,andsinglehotel/resortleads.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofSales
ConventionSalesDirectors
NationalSalesManagers
SportsSalesDirectors
ExecutiveMeetingManagers
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SALES: Sales Missions C O N V E N T I O N S PROGRAMDESCRIPTION
Conductinghighlycustomized,face-to-facesalespresentationsisaneffectivewaytosellSaltLake.VisitingprospectiveclientsintheirhometownfurtherdemonstratesSaltLake’sdesiretohosttheirmeetingsorconventions.Extrafocuswillbemadetovisitall80ofthetoppotentialclientswhoattendedthe2016ASAEannualmeeting.
PROGRAMELEMENTS
• Salesteammemberswillcollectivelyconduct50salesmissionstomakepersonalizedpresentationstotargetedclients.Weencouragestakeholders,hospitalitypartnersfromhotels,resortsandtheSaltPalacetojointhesesalesmissions.Wheneverpossible,salesmissionsarecombinedwithtraveltotargetedtradeshows/industryeventsinordertomaximizeVisitSaltLake’sbudgetandstafftime.
PROGRAMBUDGET
$80,000
PERFORMANCEMEASURES
• TheConventionSalesteamwillconduct50personaltargetedsalestrips.
IMPLEMENTATIONRESPONSIBILITY
DirectorsofConventionSales
DirectorofSportsSales
NationalSalesManagers
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SALES: Sales Deployment C O N V E N T I O N S PROGRAMDESCRIPTION
Eachmemberofthesalesteamisdeployedagainstspecificverticaland/orgeographicalmarkets.
PROGRAMELEMENTS
• FoursalespeoplefocusexclusivelyonsecuringcitywideconventionsintoSaltLake.ThesearegroupsthatutilizetheSaltPalaceConventionCenterandaminimumof1500attendees.Specificmarketassignmentsforthefourdirectorsinclude:Health/Medical,KeyAccounts,Corporate/B2BTradeShows,Education,SocialWelfareandScientific/Technical/Engineering.ThesesalespeoplefocusonlargegroupsthatcanbeaccommodatedwithSaltLake’scurrenthotelinventory.Theywillshifttheirfocustolarger,higher-spendgroupsifandwhenaconventionhotelisannounced.
• Fivesalespeoplebookmeetingsintosinglehotelsandresorts.TwoExecutiveMeetingManagersareresponsibleforgroupsfromallmarketsegmentsthatattractupto200attendees.ThreeNationalSalesManagerspursuemeetingsthatattractbetween201and1,499attendees.Thenationalsalesmanagersaredeployedagainstgeographicalregionsofthecountry.
• OnesalesdirectorfocusesonbookingathleticeventsandmeetingsthatproduceroomnightsinSaltLakeCounty.EffortsaremadetoworksynergisticallywiththeUtahSportsCommission.
• Threesatellitesalesdirectorsarelocatedinthegeographicalmarketswiththenation’shighestconcentrationofmeetingandconventionclients;oneinWashingtonDC,oneinChicago,andoneintheNortheast.Thesesalesteammembersworkfromhomeoffices,andareresponsibleforgeneratingsalesleadswithintheirrespectiveareas.
• Twoadministrativeassistantssupporttheeffortsofthesalesteam.
• Onedatabaseadministratorisresponsiblefortheon-goingmaintenanceoftheVisitSaltLake’sClientRelationshipManager(CRM)softwareprogramthatisusedinallaspectsofthesalesprocess.
PROGRAMBUDGET
SalariesandBenefits
PERFORMANCEMEASURES
• The2018totalmeetingandconventionroomnightgoalisthegreaterofa3%increaseoverthe2017actualproduction,or701,000roomnights.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofSales
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SERVICES: Community Awareness C O N V E N T I O N S PROGRAMDESCRIPTION
CommunityAwarenesscampaignsconductedduringconventionsinSaltLake,assureawelcomingenvironmentforconventionattendees.Inadditiontoextendinghospitalitytoourclients,thisservicealsoheightensawarenessoftheconventionwithinthehospitalitycommunityandgivesVisitSaltLakepartnersandopportunitytoparticipateinconvention-relatedbusinessactivities,includingasponsorshiproleifavailable.
PROGRAMELEMENTS
• CommunityAwarenessCampaignsincludethefollowingpromotions,basedonpeakroomnightattendanceandclientpreferences:
o CustomizedelectronicgreetingatSaltLakeCityInternationalAirport
o WindowClingsplacedinareabusinesses
o SaltPalaceWelcomeFlags
o DowntownStreetBannerprogramcoordination
o Monthlynewslettertorestaurantstoprovideupdateonallsizesofmeetingandconvention.
PROGRAMBUDGET
$50,000
PERFORMANCEMEASURES
• ReceivetheMeetings&ConventionsGoldServiceAwardandmaintainmembershipintheM&CGoldAwardHallofFame.
IMPLEMENTATIONRESPONSIBILITYVicePresidentofServices
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SERVICES: Client Services C O N V E N T I O N S
PROGRAMDESCRIPTION
Throughimplementationofprogramssuchastraditionalattendancepromotion,socialmediaoutreach,siteinspectionsandotherclientinteraction,Servicesmaintainsahighlevelofcustomersatisfaction,therebymakingiteasiertoretaincurrentclientsandtoincreasethepositiveperceptionaboutSaltLakeasadestination.
PROGRAMELEMENTS
• TheServicesDepartmentwillactivelymanagemeetingcontentprofileonmemberareaofVisitSaltLake.com.AllCitywidemeetingdatawillbeavailable6-12monthspriortoconventionmeetingdates.
• TheServicesDepartmentcontinuestohostmeetingplannersinSaltLakefortheirpre-conventionplanningtripsandwillprovideanynecessaryinformationandservicesthatwillassistinplanningasuccessfulconvention.
• TheServicesDepartmentwillhighlightpastsuccessfulvenues,forexamplethoseusedduringASAEeventsin2016todemonstratethecapacity,varietyandusefulnessofvenueoptions.
• TheServicesteamwillofferconventionspecificmicrositestogroupstoallowthemtobettershowcaseSaltLakedestinationcontentalongwithmeetingcontent.ServiceswillauditconventionmicrositeandregularmeetingsitecontenttomakesurethattheVisitSaltLakebrandmessageisbestdisplayedtomeetingattendees.ServiceswillofferquotesfromMeetingPlannerswehavepreviouslyhostedforfuturepromotionalpurposes(eg.ASAE).
• TheServicesDepartmentwillcreatesustainablemeetingguidelinesandpoliciesandprovidemeetingplannerswithinformationaboutCorporateSocialResponsibilityprogramsthatconventiongroupscaneasilyaccess.
• ServiceswillalsoofferprepurchaseopportunitiesforUTAairporttoSaltLakeandreturntripsaswellasprepurchaseoffersforVisitSaltLakeConnectPass.
PROGRAMBUDGET
$50,000
PERFORMANCEMEASURES
• ReceivetheMeetings&ConventionsGoldServiceAwardandmaintainmembershipintheM&CGoldAwardHallofFame.
• Maintainpost-conventionsurveysatisfactionaverageof4.8orhigher.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofServices
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SERVICES: Attendance Promotion C O N V E N T I O N S PROGRAMDESCRIPTION
Conventionattendancecontinuestobeoneofthemajorconcernsofmeetingplannersastheyselectadestinationtohosttheirmeeting.VisitSaltLakehasbeenactiveinthisprocessbutasthemeetingindustrychangeswewillrepositionthewayweapproachattendancepromotionthatwillengagethemeetingsplannersasasalestoolbutultimatelydrivemoreattendanceandawarenessoflargerconventionsbefore,duringandaftertheyarehostedinSaltLake.
VisitSaltLakewillworkwiththeUtahOfficeofTourismandthirdpartypackagerstopromotepreandpostvisitationtothisgroup,highlightingthestate’snaturalbeautyandNationalParks.
PROGRAMELEMENTS
• TheServicesDepartmentisattendingasmanyas9conventionsin2018forconventionstobeheldinSaltLakein2019inordertopromoteSaltLaketheidealconventionandtourismdestinationtohelpincreasefutureconventionattendance.
• TheServicesdepartmentwillworkwithMarketingtocreatecontentforattendancepromotiontoshowcasetherereallyareThingsToDoinSaltLake.
• TheServicesDepartmentwillnowutilizeSocialMediaToolsandwillofferlargegroupsacustomizedapproachtoattendancepromotioncampaigns.SocialNetworksHubwillbeusedtobringtogetherandoptimizecurrentgroupsocialnetworksitesaswellasengageassociationmembers,exhibitors,thoughtleadersandVisitSaltLakememberbusinessestoincreaseattendancenumbers.
• MeetingspecificmicrositeswillbeofferedtogroupswhoarelookingforSaltLakeinformationthatcanbeaccessedfromtheirownwebsites.Thesemicrositeswillfeatureawelcometoeachgroupandhighlighttopitemssuchasthingstodo,wheretoeat,eventsandHotDealsbutwillbesensitivetoroomblockswhenlookingforplacestostay.Micrositeswillinclude,whenapplicable,anendorsementfromthegroup’sexecutiveofficerthatattendedASAEoranotherpastmeetinginSaltLake.
• Conventionprofilesandbookinglinkswillbeofferedonregularsiteandcanbeaccessedthroughmemberareasandonthebookingwidget.
• ConventionsServiceswillactivelyworkwiththeMarketingliaisonthatwillbeassignedtoaidintheimplementationofmarketingtoolsforeachconvention.
PROGRAMBUDGET
$36,000
PERFORMANCEMEASURES
• ReceivetheMeetings&ConventionsGoldServiceAwardandmaintainmembershipintheM&CGoldAwardHallofFame.
• Maintainpost-conventionsurveysatisfactionaverageof4.8orhigher.
• PromoteSocialMediaAttendancepromotionwitha70%adoptionrate.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofServices
GraphicDesigner
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SERVICES: Client Development C O N V E N T I O N S
PROGRAMDESCRIPTION
TheServicesDepartmentengageswithmeetingplannersofbookedconventionstoconductsiteinspectionsofhotels,theconventioncenterandoff-sitevenuestoensuremaximumuseofthemostappropriatefacilitiesandbusinessesavailabletoassistinproducingthemostsuccessfulmeetingpossible.TheServicesDepartmentpersonallyvisitsvariousrepeatin-stateclientstomaintainrapport,tocatertodevelopingneedsandtodemonstratethatreturnbusinessisnottakenforgranted.
PROGRAMELEMENTS
• ServicesDepartmentconductsquarterlysalescontactstovariousrepeatin-stateclients.
• TheServicesDepartmentwillcontinuetohostmeetingplannersforsiteinspectionstoshowcaseSaltLake,meetthearea’skeyhospitalitypartnersandtoinspectSaltLake’smeetingandhotelinventory.
• TheServicesDepartmentcontinuestomaintainaninventoryofuniqueamenitiesforuseinthesalesprocessandforpost-bookinggiftstomeetingplanners,VIPsandotherguestsvisitingSaltLake.
• UsingVisitSaltLake’sCustomerRelationshipManager(CRM),Serviceswillcreatenewprogramswhichwillenablecustomizedandpersonalizedclientcontactandoutreach.ThiswillhelptofurtherdistinguishVisitSaltLakeasoneoftheleadersintheconventionservicesindustry.
• GroupassignmentsaredistributedamongtheVicePresidentofServices,DirectorofServices&EventsandConventionServicesManager,basedonfactorswhichinclude:thesizeofthegroup,staffcalendars,repeatorreturningclientsandotherongoingassignmentsandrelationships.
PROGRAMBUDGET
$50,000
SalariesandBenefits
PERFORMANCEMEASURES
• Quarterlyvisitstovariousin-staterepeatclients
• Maintaincustomersatisfactionsurveyaverageof4.8orhigher.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofServices
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SERVICES: Surveys / Market Research C O N V E N T I O N S
PROGRAMDESCRIPTION
CustomersatisfactionisthecornerstoneoftheServicesdepartment.Providinggreatserviceincreasestheprobabilityconventionswillreturn,encouragesmeetingplannerstospreadtheword,andalsohelpsinsellingfutureconventions.TheServicesDepartmentconductsitsowncustomersurveysaftereachconventiontomeasureclientsatisfaction.
ConventionsandmeetingsbookedbyVisitSaltLakegenerateover$260millionindirectspendinginSaltLakeCounty.KnowingtheeconomicimpactpatternsofspecificmarketsegmentsenablestheVisitSaltLakesalesstafftoevaluatepotentialbusinessandidentifymarketsthathavethebestreturnoninvestment.ItalsoenablestheVisitSaltLaketodemonstratetheenormouseconomicimpactmeetingsandconventionsbringtothecommunity.Sharedwiththeconvention’smeetingplanner,thisinformationisinvaluabletogroupsinprovingtheirrespectivevaluetofuturedestinations.VisitSaltLakecontractswiththeUniversityofUtah’sKemGardnerPolicyInstitutetoconductsurveysandcalculateeconomicimpact,therebyprovidingacrediblesourceforthisinformation.
Takentogether,thesetwomeasurementmethodsdemonstrateinaverifiableandvisceralway,theeconomicimpactofthemeetingandconventionindustryinSaltLake.
PROGRAMELEMENTS
• TheServicesDepartmentconductsitsowncustomersatisfactionsurveyforlargergroupsbookedbyVisitSaltLaketomeasureclientsatisfactionwiththecity,hotels,ConventionCenter,UtahFoodServicesandVisitSaltLake.Topicscoveredonthesesurveysincludestatisticalinformationonthemeeting,SaltLakeasaconventioncity,hotelandconventioncenterinformation,andVisitSaltLakesalesandservices.Thisinformationissharedwithallentitiesthatwereinvolvedwiththeconvention.
• TheUniversityofUtah’sKemGardnerPolicyInstituteconductsin-personsurveysduringselectedconventions.SurveyresultswillshowtheimpactofconventionsontheSaltLakecommunityspecificallyinthefollowingareas:
o Averageconventiondelegatespending
o Transportationpatternsofconventionattendeeso Averagelengthofstay
PROGRAMBUDGET
$36,000
PERFORMANCEMEASURES
• Maintainapost-conventionsurveysatisfactionaverageof4.8orhigher(with5representing“Excellent”).
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofServices
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WEB SITE: Web Based RFP C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLake’Web-basedRequestForProposal(RFP)providesmeetingplannerseasy-to-usewayandstreamlinedformatthatwillbeeasilyandquicklydistributedtotheappropriateConventionSalesstaffmemberandtopotentialleadcandidates.TheRFPformwillbegloballyfeaturedonthemeetingsmicrosite.
PROGRAMELEMENTS
• SubmitRFPwillbeoneofthemainnavigationitemsfeaturedontheMeetingssectionoftheVisitSaltLake.comwebsite.
• Theeasy-to-useRFPformencouragessubmissionandgeneratesgreaterfollow-upfromConventionSalesstaff.
• TheRFPformintegrateswiththeVisitSaltLakeCRMtooltogeneratequickertransferalofinformationtoConventionSalesandotherpartners.
• ThisSimpleviewRFPisalsoleveragedwithEmpowerMINT.Thisistheindustry’smostcomprehensivemeetingsdatabase.ItisawebportalthatconnectsplannerstoCVBstocreateaone-stop-shopforthegrowingonlinemeetingandconventionmarketplace.
• VisitSaltLakewillcontinueisrelationshipswithCVent.CVentisanonlinesoftwaretoolforEventManagement,WebSurveysandwellasaglobaleventdirectorywithover150,000venues.RFPandleadsaregenerateddirectlytoVisitSaltLakeaswellasourpartners.
PROGRAMBUDGET
$5,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
• The2018totalmeetingandconventionroomnightgoalisthegreaterofa3%increaseoverthe2017actualproduction,or701,000roomnights.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofSales
VicePresidentofMarketing
GraphicDesigner
13
WEB SITE: Web Site Traffic Development SEO / SEM C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLake’swebteamwillrunkeysearchengineoptimization(SEO)strategiesandtargetedpaidsearchenginemarketing(SEM)campaignstooptimizeanddevelopgreatersearchresultsandtraffictothemeetingsmicrositeofVisitSaltLake.com.Thesestrategieswillbetargetedspecificallyatmeetingprofessionalsandthepotentialgroupandmeetingstheyrepresent.
SpecificSEO/SEMStrategieswillbeaddedtoexistingSEO/SEMprogramsasthenewVisitSaltLake.comwebsiteislaunchedinearly2018.
VisitSaltLake.comwillalsolooktocreateconventionandmeetingscontentthatcannotonlyhelpbettershowcaseSaltLakeasapremiermeetingsdestinationbutalsoutilizethesearchaspectsandtrafficgenerationofthatcontent.
PROGRAMELEMENTS
• VisitSaltLakewillworkwiththeSEOteamatSimpleviewtooptimizeallmeetingwebpagesandtargetkeywordsandphrasesthatwillincreaseoursearchrankings.
• VisitSaltLakewillcontinueamonthlypaidsearchcampaignwithSimpleviewtodrivetrafficontheMeetingsareaofVisitSaltLake.com.
• VisitSaltLakestaffwillincreasecontentpagesinrelevantareastoallowbettersearchperformanceinkeyareas.
• PressreleaseswillfeaturenewandrelevantcontentaboutSaltLakeandwillaidinsearchresultsformeetinginformation.
• VisitSaltLakewillworkwithSimpleviewSEO/SEMteamtodeveloppaidsearchprogramwithYouTubevideocontent.
• VisitSaltLakewillworkwithSimpleview’sSEO/SEMteamtocraftmoreenhancedanalyticsthatwillhelpdisplayvariousmeetingfocusedwebresults,includinge-maildeliverysuccess,visitorsanalyticsandmostusedpages.
PROGRAMBUDGET
$175,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
SimpleviewSEO/SEMAnalyst
Webmaster
14
WEB SITE: Web Site Development & Design C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLakewillcontinuetoenhancetheMeetingsareaoftheVisitSaltLake.comwebsitethatwillbeeasiertonavigateandfeaturecontentmostrelevanttotheperspectivemeetingplanner.TheMeetingssitewillfeatureWhySaltLake,ConventionFacilities,MeetingFacilities,Services,ConventionCalendarandSubmitRFP.ThirdpartyendorsementofSaltLake’sMeetingproductwillbeweavedthroughouteachsectionofthesite,showcasingtheviabilityanddesirabilitytohostmeetingsofallkinds.
VisitSaltLakewillalsocontinuetomange,editandupdatethewebsitesfortheSaltPalaceConventionCenter,theSouthTowneExpositionCenterandtheSaltLakeEquestrianCenter.
VisitSaltLakewillbelaunchinganewmobilefirstwebsitebuiltontheSimpleviewCRM3.0inearly2018.NewversionsofConventionFacilitysiteswillbeincorporatedwithinVisitSaltLake.com.
PROGRAMELEMENTS
• TheMeetingsareaofoursitewillfocusdirectlyonourlargestSaltLakeCountyownedconventionFacilities:TheCalvinL.RamptonSaltPalaceConventionCenter,theSouthTowneExhibitionCenterinSandyandtheSaltLakeEquestrianCenterinSouthJordan.Highlightingmaps,bookinginformation,virtualtours,andfacilitycalendars.
• MeetingsectionofVisitSaltLake.comwillincludeWhySaltLakepagesthatwillfeaturepositiveaspectofhostingmeetingsandconventioninourarea.Including,access,value,servicelevel,destinationappeal,etc.
• MeetingsareaofoursitewillhighlightotherSaltLakeCountyvenuesincludingtheSaltPalaceConventionCenter,TheSouthTowneExpositionCenter,andthe
SaltLakeEquestrianPark.VisitSaltLakewillmanagethewebsitesforallthreefacilities.
• VisitSaltLakewilldevelopwebcontentfollowingtheannouncementofapossiblenewConventionHotel.Thisareawillincludecontinualupdatesoftheprogress.
• Meetingstabwillfeatureconventioncalendarandbasiccontentforallmeetingsbookedinthefuture.InformationwillbepulleddynamicallyfromtheVisitSaltLakeCRM.
• MeetingstabwillfeaturemeetingandbusinesssupportandConventionServiceprovidermembers.Wewillenhancetheabilitytosearchbusinesscategoriesanddisplayadditionalcontentregardingspecificareaofexpertise.
• MeetingstabwillalsofocusontheConventionServicesthatVisitSaltLakecanprovidetoincomingmeetingsandConventions.
• Attendancepromotiontoolkitwillbeupgradedtoincludetoolswithdownloadablelogos,images,andvideosthatcanbeutilizedandcustomizedforeachmeetingsplannerastheyseefittopromotetheirconvention.
• SportsEventPlanningisalsoafeatureareaofthewebsite.Thisareawillincludesortingvenueinformationaswellasvaluablelinksto/fromUtahSportsCommissionwebsitethatallowplannerstoaccesslodgingandroomblockinformationaswellandouronlineRFP.
• Meetingstabwillcontinuetointegrate“GreenMeetings”asanimportantsellingfeatureofourdestination.TheSaltPalacesolarpanelsandcommitmenttosustainabilitywillbeacommonmessagethroughoutourwebsiteWewillcontinuetoall“green”initiativesoftheSaltPalace,VisitSaltLake,SaltLakeCity,SaltLakeCounty,andifrelevant,thestateofUtah.
PROGRAMBUDGET
$175,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
SimpleviewAccountManager
Webmaster
15
WEB SITE: Mobile Applications C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLake.comwillbetransformedintoamobilefirstresponsivewebsitethatwillnolongerrequireaseparatemobilesiteforhandhelddevices.
Thisresponsedesignwillallowcontentinthemeetingssegmenttoberepresentedonalldeviceplatformsincludingmobiledevices.
VisitSaltLakewillutilizeitsmeetingscampaignwebsite,theresnothingtodoinsaltlake.comacrossalldevicepromotionandithasbeenoptimizedformobileaswellastabletdevices.
PROGRAMELEMENTS
• VisitSaltLakewilllaunchnewmobilewebsiteinearly2018andwillcontinuetotargetthevisitorandconventionattendeewhenviewedwithamobiledevice.
• VisitSaltLakewillbuildmicrositesforincomingconventionsthatwillalsobedesignedwithmobilefirstdesign,thereforeeliminatingtheneedforaseparatemobilesitesolution.
• VisitSaltLakewillutilizeconventioncalendarfeedtodisplaycontentforupcomingconventionsaswellandalleventsheldintheSaltPalaceConvention.VisitSaltLakewillusethesameSMGfeedtopowerfacilitycalendarsforSTECandEquestrianCenter.
• VisitSaltLakecannowdisplaytheSaltPalaceConventionCenterinteractivemapacrossalldeviceplatforms,allowingsalestoshowcasethefacilityonsiteinspectionswhileoutinthebuilding.
• TheSTECwillbeusinganewinteractivedisplaymaputilizingGoogleMapstoshowcasethefacilityandareaaroundthefacility.
• VisitSaltLakeresponsivesiteswillutilizewhat’snearbyfunctionalitytoestablishbusinessesinclosestproximitytomobiledevice.
• VisitSaltLakewillincorporateTripAdvisorreviewsonanyhotelsorattractionlisting.OpenTablebookingfunctionalityisnowavailablewithparticipatingrestaurants.
PROGRAMBUDGET
$200,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
Webmaster
16
WEB SITE: Listing Integration C O N V E N T I O N S
PROGRAMDESCRIPTION
PartnerIntegrationinallmemberlistingsonVisitSaltLake.comisdesignedtocreategreaterpresenceandfunctionalitytoallmemberbusinesseswithspecificcontentthattargetsthemeetingandeventplanner.Destinationlistingsarealsogeneratedtoprovideamoreinclusive,representativeandrelevantsearchforbusinessesandattractionsintheGreaterSaltLakearea.
PROGRAMELEMENTS
• Memberlistingsincludeenhancedhotel,venueandrestaurantpagelistingsandprovidelinkstomeetingroomspecificsanddetails.
• Additionalmappingfeaturesareutilizedinmemberpagelistings,includingGoogleMapsstreetview,directionsand“What’sNearby”functionalitythatallowsforeasiersearchofnearbymembers.
• EachmemberpageincludesimagespulledfromtheYELPAPI,TripAdvisorandYELPreviewsifavailable,aswellasAllmenu.com,andanOpenTablefeedsforallparticipatingrestaurants.
• PaidcontentcreationopportunitieswillbeofferedtoMembers.FulllengthfeaturedcontentwillbecreatedandfeaturedbyVisitSaltLake.
• VisitSaltLake’sCRMintegrationwiththeYELPAPIallowsmembercontenttobepulleddirectlyfromfeedonareal-timebasis.
• Improvecontentinmemberareaofthesitetoprovidecompleteandbetterinformationforthemembers
• VisitSaltLakewillcontinuetointegratedestinationandnon-memberlistingsfrombusinessesandattractionsthatincluderestaurants,shopping,attractions,golfcourses,hikingandbikingtrails.
PROGRAMBUDGET
$200,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
• IncreaseadvertisingsalesonVisitSatLakeWebPropertiesby3%over2016.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
VicePresidentofPartnerDevelopment
Webmaster
17
COMMUNICATIONS: Local Community Outreach C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLakewillcontinuetocontractwithalocalPRagency(BoeMarketing)toofferaLocalMediaOutreachprogramtoincomingmeetings,conventionsandevents,auniqueandincrediblysuccessfulprogramwithinthemeetingsandconventionsindustry.ThePRagencyworksinconjunctionwithVisitSaltLake’sin-housemediarelations’stafftoprovideexceptionalservicetoVSL’smeeting,conventionandeventclients,helpingpromotethegroups’keymessagestothelocalcommunity.Inaddition,theprogramcreatescommunityawarenessofincomingconventionsandevents,andtheimportanceofpresentingexceptionalservicelevelstotheseimpactfulgroups.
PROGRAMELEMENTS
• VisitSaltLake’sLocalMediaOutreachprogramwillincludeextensiveprogrammingforincomingconventionsandevents,anddistributionofkeymessages.
• TheLocalMediaoutreachprogramcalculatesanddistributesthelocalandstatewideeconomicimpactinformationproducedbyVisitSaltLake’ssaleseffortstotargetedlocalmediaoutlets.
• Conventionkeymessagesaredisseminatedtotargetedmediaoutletsthroughoutthelocalmarket.
• LocalmediaoutreachprogramdistributeskeyVisitSaltLakemessages,particularlyeconomicimpactandeventinformation.
PROGRAMBUDGET
$48,000
PERFORMANCEMEASURES
• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaforSaltLake(ofwhich,20%willbefromUtah-basedmediacoverage).
• Maintaincustomersatisfactionsurveyaverageof4.8orhigher.
IMPLEMENTATIONRESPONSIBILITY
DirectorofCommunications
LocalPRFirm
18
COMMUNICATIONS: National Media C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLakewillcontinuetocontractwithanationalPRfirm(ConranCommunications)tocomplementthein-housemediarelations’effortsandprograms,andprovideadditionalresourcesinordertoexecuteanextensivenationalmediarelations’plan.Inaddition,thefirmworksinconjunctionwiththeVisitSaltLakeCommunicationsteamtodevelopatargeted,nationalstrategywithkeymessagestospecificmarketsandaudiencewhilestrengtheningtheoverallbrandmessagingandpromiseofSaltLake’suniqueurbanofferingsandsetting.
Inaddition,VisitSaltLakecontractswithasocialmediafirm(Sparkloft)todevelopandimplementatargetedandproactivemeetingandconventionprogramviaLinkedIn,thesocialmediaplatformmostutilizedbymeetingprofessionals.ThisprogramisdesignedtoproduceleadgenerationandkeepSaltLake,andVSL’ssalesteam,frontofmindtocapitalizeonthesuccessfulhostingofASAE.
PROGRAMELEMENTS
• VisitSaltLakeanditsNationalPRfirm(ConranCommunications)willimplementanin-depthmediaplantoattractandproducerelevantinformationbywayofnewsreleasesandstorypitchestothemeetingsandconventionsmediaoutlets(printandelectronicmagazines,andnewsletters).
• TheNationalPRfirmwillhandlethecoordinationofatargetedmediablitzwithmeeting/conventionmediaoutletsintwokeytargetmarkets.
• NationalPRfirm’soutreachprogramwilldistributekeyVisitSaltLakemessagesmonthly.
• Thecontractedsocialmediafirm(Sparkloft)willdevelopandimplement,inpartnershipwiththesalesteam,atargetedproactiveprogramtohighlightSaltLake’sstrengthsandtheindividualexpertiseofeachsalesdirectorandmanager.
• ThesocialmediafirmwilldeveloptargetedcontenttoposttoVSL’sLinkedInpageaswellasgrowthemembershipofthe‘MeetinSaltLake’grouppage.
• Thesocialmediafirmwilldevelopvariedyettargetedcontentfromwhichsalesteammemberswillposttotheirindividualaccounts,accordingtotheirspecifictargetmarketandaudience.
PROGRAMBUDGET
$54,000
PERFORMANCEMEASURES
• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaforSaltLake.
IMPLEMENTATIONRESPONSIBILITY
DirectorofCommunications
NationalPRFirm
SocialMediaFirm
19
COMMUNICATIONS: Social Media C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLake’sSocialMediaprogramwillcontinuetoplayanimportantroleforVSLtoreach,influenceandsharemessagesaboutSaltLakeasadestinationasanidealmeetingandconventiondestination.Sincebringingthemajorityofsocialmediaeffortsandresponsibilitiesin-house,theproactiveuseofsocialmediatoaddressthemeetingandconventionmarkethasfallenprimarilyontheLinkedInplatform,whichmeetingprofessionalsaremostactiveonandwhichthemostrelevantinformationcanbesharedandviewed.Allotherplatforms(Facebook,Twitter,Pinterest,YouTube,etc.)continuetoplayacriticalroleinthebrandingofSaltLake,highlightingitsurbanappeal,whileLinkedInisbettersetuptotargetthemeetingandconventionindustryanditsdecisionmakers.
PROGRAMELEMENTS
• VisitSaltLake’ssocialmediaandcommunicationsmanagerwillstrategize,manageandprogramtheVSLFacebookpage.Monthlyeditorialpostingcalendarswillbereviewedasateamandmaytargetspecificgroupsoreventsthatmaybeintownduringthattime.Dailypostswillencourageengagementandallquestionsandinquirieswillbeansweredinatimelymanner.
• VisitSaltLakewillalsocontinuetobeactiveinthegrowthofitsTwitteraccountandfollowers.Itwillengageandrespondtoall@followersduringmeetingsoreventswhileintown.Thesocialmediamanagerwillalsopostandengagewhilelisteningtokeywordsandphrasesthatmaybeparticulartoacertaingrouporevent.
• TheVisitSaltLakeYouTubeChannelwillfeaturevideosproducedin-houseorsharedthatwillbeofparticularinteresttothemeetingplanneraswellasattendees.
• ForLinkedIn,thecontractedsocialmediafirm(Sparkloft)willdevelopandimplement,inpartnershipwiththesalesteam,atargetedproactiveprogramtohighlightSaltLake’sstrengths,particularlyitsurbanofferings,andtheindividualexpertiseofeachsalesdirectorandmanager.
• SparkloftwilldeveloptargetedcontentandposttoVSL’sLinkedInpageaswellasgrowthemembershipofthe‘MeetinSaltLake’grouppage.
• Sparkloftwilldevelopvariedyettargetedcontentfromwhichsalesteammemberswillposttotheirindividualaccounts,accordingtotheirspecifictargetmarketandaudience.
PROGRAMBUDGET
$105,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
• IncreaseFacebooklikesto320,000andTwitterfollowersto32,000.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofCommunications
DirectorofContentStrategy
SocialMedia&CommunicationsManager
SocialMediaFirm
20
COMMUNICATIONS: Industry E-letters C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLakewillcontinuetoproducea“MeetingNews”electronicnewslettertargetingitstopmeetingplannersandVSLclients,currentlybeingdistributedtomorethan5,000people.Thesee-lettersprovidepertinentandupdatedinformationregardingnewdevelopments,projects,andupcomingeventsformeetingplannerswithcurrentlybookedbusinessandselectindustrycolleagues.
PROGRAMELEMENTS
• VisitSaltLakeMeetingNewsisproducedmonthlyandincludesnewandfreshinformationpertinenttomeetingplannersandtheirattendeesthatmayinclude:
o updatesregardingnewVisitSaltLakeprograms
o city/conventiondistrictdevelopments
o upcomingeventsandactivities
o SaltLakehospitalitycommunitynews
• Eachissueof“MetingNews”willpromoteallupcomingconventionsandlargemeetings.Wewillcontinuetomakementionofthelegacyofhostingparticularpasteventssuchasthe2002WinterOlympicGames,OutdoorRetailer,2009MPIand2016ASAEAnnualMeeting.
• MeetingNewswillannounceandfollowtheprogressofanewConventionCenterHotelfromsiteselection,throughconstructionandanyotherpertinentinformation.
PROGRAMBUDGET
$10,000E-mailDeliveryCosts
PERFORMANCEMEASURES
• DistributemonthlyMeetingse-lettertoourtargeteddatabaseofmeetingplannerswitha25%+openrate.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofSales
DirectorofContentStrategy
DirectorofCommunications
21
COMMUNICATIONS: Media Relations C O N V E N T I O N S
PROGRAMDESCRIPTION
ToassistprintandelectronicmediawithproducingSaltLakemeetingandconvention-orientededitorialcontent,VisitSaltLakewillproactivelyreachouttotradepublications,itseditorsandwritersaswellasreactaccordinglytotheirrequestsforinformation.VSLwillalsocontinuetoprovideafullmenuofmediamaterialsforbothprintandelectronicmediaoutlets.Thesematerialswillprovideallmediaoutlets,regardlessofformat,themostcurrentandup-to-dateinformationandmaterialsnecessarytopromoteorenhancemediacoverageofSaltLakeasayear-round,world-classmeetingdestination.
VisitSaltLakeconductsmediablitzesthroughouttheyear,targetingtradepublicationsinkeymediamarkets,tailoringmediamessagesandpitchestothepublications’specificaudienceandkeepingSaltLakefront-of-mindasameetingdestination.Inaddition,VisitSaltLakehoststradepublicationeditorsandwritersthroughouttheyear,emphasizingSaltLake’smeetingandconventionattributesandqualitieswhileatthesametimegivingampleopportunitytosampleSaltLake’surbanofferingsandtourism-relatedexperiences.
PROGRAMELEMENTS
• VisitSaltLake’sCommunicationsteamwillconductaminimumoffivetrade-specificmediablitzappointmentswithafocusontheuniqueurbanofferingsthatcomplementSaltLake’smeetingandconventionproduct.WewillalsoleveragethehostingoftheASAEAnnualMeetingasadrawforfutureconventionandmeetingbusiness.
• BlitzmessagingwillincludeSaltLakeasaworld-class,year-roundmeetingdestination,SaltLake’suniqueurbanproduct,itsongoing“green”initiativesandtheongoingtimelineoftheconventionhotel(whenappropriate).
• VisitSaltLakewillcontinuetohostmeeting-specificmediavisitstopromoteSaltLakeasameetingandconventiondestination,includingexperiencingSaltLake’smeeting/conventioninfrastructureaswellasitsmultitudeofurban-orientedassets:culturalarts,diningandnightlife.
• VisitSaltLake’smediamaterialsareupdatedonaregularbasis,andincludeSaltLake-specificnewsreleases,anextensiveonlineimagelibraryandhigh-resolutionb-rollvideofootage.
• VisitSaltLake’sCommunicationsteamwillcontinuetotailortopic-specificresponsesinresponsetomediarequestsinadditiontoupdatingits“What’sNew”websitepagethatlistsVSLnewsreleasesandinformationfromMemberspertinenttothemedia.ThenewsreleasesandMemberinformationresideinthemediasectionofVisitSaltLake.com,whilephotographyandvideoresidesonahostedsite(Barberstock.com).
PROGRAMBUDGET
$18,000
PERFORMANCEMEASURES
• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaforSaltLake.
IMPLEMENTATIONRESPONSIBILITY
DirectorofCommunications
NationalPRFirm
22
COOPERATIVE PROMOTIONS: ASAE C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLakewillcontinueitscooperativeprogramthathasbeendevelopedwiththeAmericanSocietyofAssociationExecutives(ASAE).ThisCorporatePartnershipcreatesvalueandawarenesswithassociationexecutivestoleverageSaltLake’ssuccessfulhostingofASAE’s2016annualmeeting.
PROGRAMELEMENTS
TheASAECorporatePartnershipprovidesnumerousmarketingopportunitieswithmeaningfulASAEprogramsthatenhancetheoverallvalueoftheVSL-ASAEpartnership:
• AccesstoASAEproprietaryresearchandsurveyresults,membershipdatabase,andshowattendeelists.
• Year-roundcorporatepartnerrecognitiononwebsite,marketingcollateral,pressreleases,allsubscriptionpublications,preliminary/on-siteprogrambooksforASAEshows,andASAEsignatureprograms.
• ExhibitbenefitsincludeAnnualMeetingregistrationsanda10x20boothattheASAEExpo,aswellasregistrationstotheASAEExperienceDesignprogram:XDP
• EventregistrationsforASAEsignatureprogramsthroughouttheyear,includingparticipationintheASAEVIPclientevents:FiveStarWeekendandtheBoardofDirectorsLeadershipRetreat,aswellasotheropportunitiesthatmayarise.
• FiveASAEmemberships
• AdvertisingbarterforASAE’sprintanddigitaladvertisingproducts
• OpportunitytohosttheASAEInnovationLabpilotprogramthatwillpositionSaltLakeasaninnovationcenterandshowcasethedestination’sinnovationassetstoasmallgroupofassociationexecutives.
PROGRAMBUDGET
$144,000
PERFORMANCEMEASURES
• The2018totalmeetingandconventionroomnightgoalisthegreaterofa3%increaseoverthe2017actualproduction,or701,000roomnights.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofConventionSales
VicePresidentofPartnerDevelopment
VicePresidentofMarketing
23
PUBLICATIONS & COLLATERAL: Bid Presentation C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLakewillcontinuetoembracegreaterandmoreefficienttechnologythatwillaidinthecreation,deliveryonmeetingandconventionbidpresentations.VisitSaltLakewillpublishcustomizedbidpresentationsthatwillbeviewablevia,print,downloadableandonlineversionthatwillallowmultipleoptionstoviewdependingonhowgroupwillwanttoreviewpresentations.
PROGRAMELEMENTS
• VisitSaltLakewillworkwithSimpleviewInc.tobuildancustomBidPresentationTemplate.
• BidPresentationwillallowbidtobeproducedinavarietyofformats(Print,digital,online)inanattractiveandprofessionalformat.
• BidPresentationtoolwillbehighlycustomizablebasedonthegroupsneeds.Itwillalsoeasilyintegratehotelroomblocksandconventioncentercontractsintoonedocument.
• BidPresentationwillbeabletoworkwithbothlargeandsmallgroups.
PROGRAMBUDGET
$10,000
PERFORMANCEMEASURES
• The2018totalmeetingandconventionroomnightgoalisthegreaterofa3%increaseoverthe2017actualproduction,or701,000roomnights.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
VicePresidentofSales
GraphicDesigner
ConventionAssistants
24
PUBLICATIONS & COLLATERAL: Convention District Map
PROGRAMDESCRIPTION
Anew6panelConventionDistrictMapwillbedevelopedthatwillserveasthepromotionalcollateralpiecethatwillbeincludedinwithconventionpacketsaswellasthemaininformationalpiecethatcanbeusedtoguidevisitorsfromtheVisitorsInformationCenterinandaroundtheDowntownareaofSaltLake.
ThisnewconventiondistrictmapwillalsoserveasavaluableonlineresourcethatwillbedownloadablefromVisitSaltLake.com.Itcanbecustomizedtohighlightareasofinterestorneedforspecificgroupsorhospitalitypartners.
PROGRAMELEMENTS
• VisitSaltLakewillupdatetheConventionDistrictMapandprintbetween75,000–100,000forfutureuse.
• DistributionoftheConventionDistrictMapistoconventionattendeesthroughtheattendancepromotionprogram,meetingplannersviasaleskitsandsalescalls,andhospitalitypartnersusingthisbrochureforSaltLakepromotionalpurposes.
• ContentoftheConventionDistrictmapincludes:o TopPointsofinterestso SaltPalaceConventionCenterLocationo AllConventionDistrictHotelso Attractionso GreenBikelocationso TraxLightRaillinesandstopso URLtomobileinterfaceforThingstoDo,Events,DiningandNightlife.
PROGRAMBUDGET
$20,000
PERFORMANCEMEASURES
• The2018totalmeetingandconventionroomnightgoalisthegreaterofa3%increaseoverthe2017actualproduction,or701,000roomnights.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofVisitorServices
DirectorofCreativeServices
GraphicDesigner
ServicesManager
25
PROGRAMDESCRIPTION
TheVisitSaltLakewillcontinuetoprintlimitedquantitiesfacilitatedbynewdigitalprintondemandprocesses,theMeetingPlannerGuidethatwillcontinuefocusonthekeyfactorsofSaltLakeasaConventionDestinationandanewConventionHotelthatcouldbeannouncedin2018.ThispiecealsofocusesondetailedinformationabouttheSPCCandSTEC.AiraccesstoSaltLake,proximityofourconventiondistricttoboththeairportanddowntownamenitiesandSaltLake’snearbyoutdooropportunitieswillhighlightthispiece.
PROGRAMELEMENTS
• VisitSaltLakewillpublishandprintthisguideondemandandwillincludeinformationaboutapossiblenewConventionCenterhotelannouncementin2018.
• Hotelone-sheetinformationpiecescanbeincludedwithMeetingPlannerGuideasneededbasedontherequestoftheparticularmeetingorconventionplannerrequest.
• ConventionSalesTeamwillstillutilizeMeetingPlannerGuideassalestoolforin-officevisitsandtradeshowopportunities.
• MeetingPlannerGuidewillhighlightSaltLakeasthepasthostofthe2016ASAEannualconference.
PROGRAMBUDGET
$10,000
PERFORMANCEMEASURES
• The2018totalmeetingandconventionroomnightgoalisthegreaterofa3%increaseoverthe2017actualproduction,or701,000roomnights.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
VicePresidentofSales
DirectorofCreativeServices
26
BRAND ADVERTISING: Conventions / Meetings C O N V E N T I O N S
PROGRAMDESCRIPTION
VisitSaltLakebrandingforconventionsandmeetingswillsupportthepromotionalcampaigncalled“StereotypesBeDamned”.
ThiscampaignwascreatedtohighlightsomeofthesurprisingelementsoftheSaltLakeareaincludingfinedining,culturalarts,state-of-the-artconventioncenter,LBGTQcommunityandoverallappealasaconventiondestination.
PROGRAMELEMENTS
AdvertisingfortheVisitSaltLakeMeetingsbrandwillbebasedaroundthe“StereotypesBeDamned”campaign.Advertisingwillbeplacedwithtopmeetingpublishersaswellassocialmediaoutletsthattargetsmeetingplannersandassociationexecutives.
Thiscampaignwillhaveacall-to-actiontoenticeplannerstovisitourwebsitetoenter-to-winaVIPtriptoSaltLake.TheentryofthiscontestwillutilizeaJebbitsurveythatwillcollectvaluabledataabouteachplanner,themarkettheywork,thesizeofthegroupstheyplan,andwhatregionofthecountrythegrouptheyrepresentreside.Thissurveytoolwillconnectthemwithoneofoursalesstaffandbeinganopt-ine-mailcommunicationwithVisitSaltLake.
Thecampaignhasbeendevelopedtostandoutinthemeetingsverticalandwillbeutilizedthroughthefollowingmeans:
Adswillbeplacedinmajorconventionindustrypublicationsandthroughtheironlinechannelsthattargettheprofessionalmeetingplanner.Inserts,belly-bandsandfull-pageadswilldrawattentionandrequestvisitorstogototheresnothingtodoinsaltlake.com.Publicationwillinclude:
• AssociationsNow-officialpublicationoftheAmericanSocietyofAssociationExecutives(ASAE).
• Convene-officialpublicationoftheProfessionalConventionManagementAssociation(PCMA).
• SuccessfulMeetings• CollisionMedia–all4ConnectPublications(Association,Corporate,Sports,Religious)
• AdditionalPublisherswillbeconsideredthroughanRFPprocessthatwillgooutinOctoberof2017thatwillconsideraddplacementfor2018.
Digital
Mediawillbeplacedwithmanypublishersthatcanserveuprichmediaandvideoadvertising.High-energyvideohasbeenproducedthatwillshowcasetheactualnightlife,diningandfuninSaltLake.
E-mailcampaignswillbeservedupthoughtnotonlyourowndatabasesbutthroughvariousmeetingpublisherasapartoftheoverallPrint/Digital/E-mailmediabuys.
AnewJebbittoolwillbeappliedtoourexistingMeetingsDatabaseaswellandthemeetingwebsitetoassignattributestopotentialclientsandallowforSalesDirectorfollow-up.
VisitSaltLakeattendancepromotionatfutureconventionswillutilizethe“StereotypesBeDamned”brandingtoattractattentionandofferenter-to-winfutureconventionregistrationopportunitiesthroughthemeetingssitethatwillbefeaturedaddunitsonupcomingconventionsfor2018.
PROGRAMBUDGET
$270,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
VicePresidentofSales
DirectorofContentStrategy
MediaBuyer
27
SALES: Community Relations T O U R I S M
PROGRAMDESCRIPTION
TheMarketing/TourismCommitteewillconvenethroughouttheyeartoprovideguidanceanddirectiontoVisitSaltLake’sMarketing&TourismteamstoensurethatmaximumsynergiesexistbetweentheVisitSaltLakeandkeyTourismpartners.
PROGRAMELEMENTS
• TheTourismCommitteeismadeupofExecutiveCommitteeMembersandkeytourismpartnersthroughoutSaltLakeCounty.ThisgroupwillmeetfourtimesthroughouttheyeartodiscussMarketingidea,plansandgoalsandtosettheagendaforthefollowingTourismConsortiumMeetings.
• ANewTourismConsortiumMeetingwillbeheldfourtimesayear.ThismeetingwillinviteLeisureSalesfocusedcontactsfromhotelandlodgingpartnersinSaltLakeCounty.Thesemeetingswillbeheldoff-siteintourismattractionsandwillfocusontheresearchandprogramsbuilttopromoteleisuretourisminSaltLakeCounty.
• ThiscommitteewillaidintheformulationoftheperformancemeasuresfortheMarketingandTourismSalesdepartments
PROGRAMBUDGET
$6,000
PERFORMANCEMEASURES
• Four(4)TourismCommitteemeetingswillbeheld.• Four(4)TourismConsortiumMeetingswillbeheld
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
TourismSalesManager
28
SALES: Travel Trade Development T O U R I S M
PROGRAMDESCRIPTION
TourismSalesimplementsadualstrategyworkingwithattractinggroupbusiness;focusingonSaltLakeCountyasa‘destination,’andasa‘gateway’tothesurroundingregion.Tourismsaleseffortsincludetraveltotargetedtradeshows,salestrips,salespresentations,partnertraining,andhostingsiteinspectionsandFAMtours.
PROGRAMELEMENTS
• Creationofnewgroup/FITtourpackagesfordomesticandinternationaltouroperators.FocuswillbeontheinternetwholesalerswhocanextensivelypromoteandselltheVisitSaltLakeConnectPass,andtheSkiCitySuperPass.
• Acontinuedfocusonface-to-facemeetingswithSaltLakeCountyhotelandlodgingpropertiestoenhancetheirbusinessgrowthbyeducatingthemontheSkiCitySuperPassandtheVisitSaltLakeConnectPassasvaluabletoolsforhotelpackagedevelopment.
• TheSkiCity“SkiMore.DoMore.SaveMore.”campaignwillpromoteaLodging+SuperPasspackagewith20+participatingSaltLakeCountyhotelsandresorts.
• TheTourismSalesManagerwillhostsiteinspectionsandfamiliarizationtripsforpre-qualifiedindividualsandgroupstoeducatethemaboutSaltLake’stourismofferings.
• TheTourismSalesManagercontinuallyreferstheservicesprovidedbyVisitSaltLakememberorganizationstotouroperators.
• TheTourismSalesManagercontinuallyandaggressivelyprospectseachandeverymonthfornewbusinessoverthetelephoneandemail.
• TosellSaltLakeasagateway,VisitSaltLakewillpartnerwiththeUtahOfficeofTourismandotherUtahDMOstoleverageSaltLake’sproximitytoareaattractions,particularlytheareanationalparks.
PROGRAMBUDGET
$18,000
PERFORMANCEMEASURES
• EstablishabaselineofTotalLeisureRoomnightproductionforeachquarterinSaltLakeCountyfor2018.VisitSaltLakewillestablishbaselineofvisitationwithresearchconductedbyKemGardnerPolicyInstitute.
• TourismSaleswillhost24mediaandtradefamiliarizationtours.
• Referandrecord250tourplannerservicestoVisitSaltLakeMembersandstakeholders.
• TheTourismSalesDirectorwillcomplete100prospectingactivities.
• 140salesinteractionwithSaltLakeCountyHotelPartners.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
TourismSalesManager
29
SALES: Trade Shows / Industry Events T O U R I S M
PROGRAMDESCRIPTION
TheTourismSalesManagerattendstargeteddomesticandinternationaltradeshowstomeetwithpotentialandexistingclients.Ourproactivetradeshoweffortsalsopresenttheopportunitytouncoverand/oreducatepotentialnewclientsonSaltLakeasayear-round,world-classtourismdestinationand/orgateway.
PROGRAMELEMENTS
• Tradeshowsthatfocussoonthe‘Destination’visitorinclude:MountainTravelSymposiumandTheSnowTravelExpoinSydney&BrisbaneAustralia.
• Tradeshowsthatfocusonboththe‘destination’and‘gateway’visitorinclude:GoWestSummitInternationalIPW.
• VisitSaltLakewillbethehostoftheannualGoWestSummitinFebruaryof2018.GoWestwillhostover500attendeesandover200receptivetouroperatorpartners,exposingthemtoSaltLake.PreandPostFAMopportunitieswillbeavailablethroughtheSaltLakeandoverallUtaharea.
PROGRAMBUDGET
$102,000
PERFORMANCEMEASURES
• Attendaminimumof9tradeshowsandadditionalindustryevents.
• EstablishabaselineofTotalLeisureRoomnightproductionforeachquarterinSaltLakeCountyfor2018.VisitSaltLakewillachieve50%responseratefromSaltLakeCountyHotels.
IMPLEMENTATIONRESPONSIBILITY
TourismSalesManager
30
SALES: Sales Missions T O U R I S M
PROGRAMDESCRIPTION
TourismSalesManagerwillcalluponitstopclientsandprospectiveclientsthroughouttheyear,primarilydomesticandinternationaltouroperators/receptivetouroperators/wholesalers,inface-to-facemeetingsorpresentations.ThesemeetingsgivetheTourismSalesteamtheopportunitytopromoteSaltLakeasaleisuretraveldestinationtogroupandtoptravelproducerswithintheski,motorcoach,genealogy,LGBTQ,andstudent/youthmarkets.
PROGRAMELEMENTS
• TourismSalesManagerwillconductthreesalesmissionstomakepersonalizedpresentationstotargetedclients.Hospitalitypartnersareencouragedtoparticipateinthesesalestripswheneverpossible.
• TourismSalesManagerwillalsoattendnewsalesmissionsincollaborationwiththeUtahOfficeofTourism,including,AustraliaandCanada.
• TourismSalesMangerwillconductaski.comagenttrainingsessionandimplementanincentiveprogramfortheseagents.
• SaltLakeareahotelsandresortpartnerswillbeinvitedtoparticipateonmostsalesmissions.
PROGRAMBUDGET
$102,000
PERFORMANCEMEASURES
• Three(3)salestripswillbeconductedtomeetwithexistingandprospectiveclients.
IMPLEMENTATIONRESPONSIBILITY
TourismSalesManager
31
SALES: Sales Deployment T O U R I S M
PROGRAMDESCRIPTION
TheTourismSalesManagerwilloverseeanewroleasandwillhavedutiesthatwillincludeadditionalresearchandwillsupporttheMarketing&Communicationneedsofthedepartment.
ThenewroleoftheTourismSalesManagerwillbetoworkwithhotelandtouroperatorpartnerstofindthemixofleisuredestinationbusinessthatisinSaltLakeCounty.ThisresearchwillallowVisitSaltLaketobetterunderstandtheroleoftheLeisureVisitorMarketaswellashowwecaneffectitsgrowth.
PROGRAMELEMENTS
• TheTourismSalesManagerisresponsiblepromotionandsalestoattractleisureroomnightbusinessintoSaltLakeCounty,takingadualstrategyintoaccount;recognizingSaltLakeCountyasa‘destination’,andasa‘gateway’tothesurroundingarea.
• TheinternationalsaleseffortsfocusonvisitorswhoutilizeSaltLakeasa‘gateway’tonearbyattractions,andonvisitorssuchasskierswhoviewSaltLakeastheirprimary‘destination’.
• DirectSaleseffortswilltakeplacewithDomesticandInternationaltouroperatorsthatsellSkipackages.
• TheSkiCityproductandoverallprogramswillbesoldbytheTourismSalesManagertoTourOperators,OnlineTravelagenciesandgroups.
• TheTourismSalesManagerwillbetheliaisonwiththeUtahOfficeofTourismandwillworkwiththemontheirdomesticandinternationalprograms.
• TourismSalesManagerwillworkwiththeDirectorofCommunicationstofulfillandhostmediawhowillbepromotingSaltLakeCounty.
• TourismSalesManagerwillworkwithservicestocoordinateeventswhereSkiCityisrepresentedbytheMobileVisitorsAirstreamtraileratregionalandout-of-stateevents.
PROGRAMBUDGET
SalariesandBenefits
PERFORMANCEMEASURES
• EstablishabaselineofTotalLeisureRoomnightproductionforeachquarterinSaltLakeCountyfor2018.VisitSaltLakewillachieve50%responseratefromSaltLakeCountyHotels.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
32
SERVICES: Visitors T O U R I S M
PROGRAMDESCRIPTION
VisitorServicesencourageleisureandconventiontravelerstoextendtheirvisitinthestatebymaintainingafull-serviceVisitorCenter,aswellasanInMarketMobileVisitorCenter.ServicesofferedattheVisitorCentersincludetours,withspecialemphasisonTheVisitSaltLake.com,theVisitSaltLakeConnectPass,SkiCitySuperPass,StateandNationalParksinformation,hotelreservationassistance,restaurantrecommendationsandreservationassistance,transportationassistanceandpromotionofattractions,inadditiontoprovidinggeneralinformationonSaltLakeandstatewideattractionsastourismdestinationoptions.
PROGRAMELEMENTS
• Employmentof(2)InformationSpecialistsand20VolunteerInformationSpecialiststoassistvisitorstoSaltLake.
• PromotionofSaltLakeCountyandstatewideattractions.
• OfferingofassistancewithSaltLakehotelreservations.• VisitorServicescontinueitsinteractionwithSaltLakehotelfront-linestaff.
• TheVisitorServicesManagerwillcontinuetoimplementaCitywideConciergeService,promotingtheSaltLakeVisitorInformationCentertothehotelfrontlinestaffasthemostcompletesourceforallSaltLakeinformation.
• TheVisitorInformationSpecialistscontinuetopromoteandselltheConnectPass,andSkiCitySuperPassprograms.
• TheVisitorInformationSpecialistscontinuetointerfacewithNowPlayingUtah.comandpromoteitasSaltLake’sexclusiveeventscalendar,aswellasthatoftheentirestate.
• VisitorServiceswillfulfillalle-mailandrequestforinformation.Theywillmaintaine-maildatabasesandreportmonthlyonprogress.
• MobileVisitorCenterwillengageinMarketatvarioussportingevents,festivals,movieopeningsandotherspecialevents.
PROGRAMBUDGET
$10,000
PERFORMANCEMEASURES
• Maintainacustomersatisfactionsurveyaverageof4.8orhigher(with5representing“Excellent”).
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofService
DirectorofVisitorServices
33
SERVICES: Partner Integration T O U R I S M
PROGRAMDESCRIPTION
PartnershipDevelopmentwillpartnerwiththeVisitSaltLakememberstoassisttheminmarketingtheirproductsandservicestothoseplanningvisitsandtothoseinterestedinvisitingSaltLake.
PROGRAMELEMENTS
• Thefollowingmembereventswilltakeplace:o 1stQuarter:AnnualMeeting/BoardofTrustees&MembershipMeetingandtheSocialMediaSeminar
o 2ndQuarter:2QBoardofTrustees/MembershipMeeting(TourismAchievementAward)andaMemberConnection
o 3rdQuarter:3QBoardofTrustees/MembershipMeeting(President’sForum)andtwoMemberConnections
o 4thQuarter:4QBoardofTrustees/MembershipMeeting,oneeducationalevent,andtheSkiBizExpo
• TwelvemembertrainingworkshopsOnemembershipsurveyisscheduled.
• MembershipworksinconjunctionwiththemarketingdepartmenttomaintainandupdateCRMintegrationandfurthercreategreaterpresenceontheWebsiteforeachmemberbusiness.
• MembershipcontinuestoencouragememberstomeetwiththeServicesdepartmentinordertoeducatethemaboutproductsandservicessothisdepartmentmaybeknowledgeableinmakingreferrals.
• VisitSaltLakememberpartnershipshavebeendevelopedandwillbeactivelymarketedtohelpmembersincreasetheirmarketingexposurethrough:VisitSaltLake.com,NowPlayingUtah.com,theSaltLakeOfficialVisitorsGuide,e-letters,andbacklitsignageattheSaltLakeVisitorInformationCenter,theSouthTowneExpositionCenter,andtheSaltPalaceConventionCenter.
• .
PROGRAMBUDGET
$22,500
PERFORMANCEMEASURES
• 252prospectingactionsperyear• Increasemembersby5%over2017• Increasemembershiprevenueby3%over2017• Increaseattendancetomemberevents,trainingsandeducationalopportunitiesby6%over2017
• IncreasethenumberofCRMupdatesviamembersby7%over2017
• Maintainamemberretentionrateof91%• Increaseadvertisingrevenueby7%over2017
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofPartnerDevelopment
DirectorofPartnerRelations
PartnerDevelopmentCoordinator
PartnerDevelopmentAdministrator
34
SERVICES: Community Relations T O U R I S M
PROGRAMDESCRIPTION
MembershipCommitteeconvenesthroughouttheyeartoprovideguidanceanddirectiontothePartner/MembershipstafftoassurethatVisitSaltLakeisaddressingmemberneedsandprovidingthemarketingtoolstokeepmembershiprelevantandofvalue.
PROGRAMELEMENTS
• TheMembershipCommitteeismadeupofVisitSaltLakemembers,representingthemajormembercategoriesofAccommodations,Dining&Nightlife,Attractions,ServicesandTransportation.Thisgroupmeetsquarterlytoreviewmembershipactivitiesanddiscussmemberneeds.
• Onenewroundtabletrainingisscheduled,hostedbyamemberofthemembershipcommittee.
PROGRAMBUDGET
$1,000
PERFORMANCEMEASURES
• Four(4)MembershipCommitteemeetingswilltakeplace.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofPartnerDevelopment
35
WEB SITE: Web Site Traffic Development SEO / SEM T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLakewillcontinuetoinvestinconsistent,monthlycampaignstobothoptimize(SEO)allareasoftheVisitSaltLake.comwebsitetogaingreatersearchresultsinorganicrankingsaswellasinvestinpaidsearch(SEM)opportunitiestogrowsearchresultsofkeywordsandphrasestodrivetraffictotargetedareasofthewebsite.
SkiCitywillutilizeadistinctSEO/SEMstrategydesigntoincreasesearchresultstorelevantareasofSkiCity.com.SEOeffortswillbefocusedonthecontentcreatedforthesitewhileSEMwillfocusoncontentsyndicationandGooglePPCbuystopromotegreatervisitationandinteraction.
UponlaunchofthenewVisitSaltLake.comandSkiCity.comwebsites,additionalSEMwillbeusedtogainvisitationonthosenewsites.Itwillbeimportanttomakesurethatpagesareredirectedproperlyandcrawlerrorsidentifiedpriortolaunch.
PROGRAMELEMENTS• VisitSaltLakewillworkdirectlywiththeSimpleviewSEOteamtoproperlytagandrankallpagesontheVisitSaltLake.comwebsite.Monthlybudgetwillbeusedtooptimizeallcontentandmonthlyreportwillbedeliveredtoshowallresults.
• VisitSaltLakewillalsoworkwiththeSimpleviewSEMteamtobuykeywordsandphrasesbasedaroundtargetedpromotionsandtopincomingevents.
• VisitSaltLakewillworktogrowtrafficthroughthecontentcreationanddistributionthatispublishedonourblog,TheSaltLakeScene.Blogcontentwillbepromotedthroughe-mailandsocialchannelsassistinginsitetrafficandblogpagerankings.
• VisitSaltLakewillutilizeadditionalSEMadvertisingbudgettopromotethenewSkiCity.comwebsite.
• VisitSaltLakewillexecuteacontentstrategythatwillre-writeexistingpagesthroughVisitSaltLake’sWebsiteaswellaswriteandcuratefeaturearticlesfromareabusinessesandvisitorrelevantinformation.
• VisitSaltLakewillbededicatingsignificantresourcestotheSocialMedianetworks,Facebook,Twitter,YouTube,Instagramtoincreaserankingswithrelevantsocialmediasearches.
• VisitSaltLake’sWebteamisintegratingallmembercontentwithitsnewCRMtoolallowingforeasiercontentcreationandrevisions.
• VisitSaltLakewillpromotereciprocallinksfromallmemberbusinesses,andprovidebannersandtextfromwhichtolink.
• VisitSaltLakewillutilizecontentfromstate-wideeventcalendarproduct,NowPlayingUtah.combutparsedatatoonlydisplaycontentrelevanttoSaltLakeCounty.
• VisitSaltLakewillutilizeenhanceanalyticservicesfromSimpleviewInc.thatwillnewlyincludemonthlyreportsone-maildeliveryperformance,onlinecommerce,databaseanalysis,deeperwebsiteanalytics,andadvertisingreferrals.
• SkiCity.comwhilelivingasasubdomainof
VisitSaltLake.comwillexistasaseparatefocustheSEO/SEMteam.Greatcarewillbetakentonotlistduplicatecontentandlistingcontentwillbemodifiedtoavoidanyduplicatecontentissues.
• AdditionalSEMbudgetwillbeputintoplacetoaugmentanyexistingSEM/SEObudgetdedicatedtoVisitSaltLake.com.
PROGRAMBUDGET
$184,400
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
Webmaster
SimpleviewSEO/SEMAnalyst
36
WEB SITE: Web Site Development & Design T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLake.com,theofficialwebsiteofVisitSaltLakewillcontinueevolvewhileleveragingthenewlook,feelandbrandthatwasestablishedinearly2013.DeliberatestrategywillbeimplementedthatwillseparatetheSkibrandmessagingfromVisitSaltLake.cominordertoalignandbettertargeteachmarketsegment.
SkiCity.comwillcontinueasourstand-alonewinterwebsitethatwillbetterfocusontheregionalapproachoftheSaltLakeCountyNeighborhoodsandresorts,asaviablewintervacationdestination.Thewebsitewillbere-launchedinthefirstquarterof2018anddevelopedinamobilefirstdesignthatwillallowforbettersiteoptimizationacrossalldevicesfromDesktop,Laptop,Tablet,andMobile.
VisitSaltLake.comwillundergoandcompleteredesignandre-buildutilizingthenewmobilefirst3.0CMSthathasbeendevelopedbySimpleview.Thisprocesswilltakeintoaccountourexistingsitebutleveragemanyofthenewtoolstogiveamorerobust,visualandcontextuallookforeachvisitor.
PROGRAMELEMENTS
• VisitSaltLake.comwillutilizeSimpleview’snewdynamiccontentmodulethathastheabilitytoserveupcontextualcontentonthehomeandotherpagesbasedongeo-location,referralsourceandadvertisingtargeting.This“smart”contentandalsocanbedevelopedbasedonapreviousvisittothewebsite,againtodisplaybasedonthevisitor’spreferences.
• VisitSaltLake.comwillcontinuetouseSimpleview’sNew3.0CMSwebtechnologythatwillallowmultipleuserstocreate,editandpostcontent.Othernewfeaturesinclude,dynamiccontent,relatedcontent,customizedblogplatformsandmicrosites,andinteractiveneighborhoodmaps.
• AllmemberlistingsonsitewillbecreatedtodisplayconcisecontentthatwillintegratecontentfeedsfromYelp,TripAdvisors,Allmenu.com,OpenTableamongothers.Thiswillallowistoconsumeup-to-dateinformation,hoursofoperation,andusergeneratedreviewsandimagestocreatemorerobustandrelevantinformationtotheenduser.
• VisitSaltLakewillcontinuetobuildcontentfortheBlogcalled“TheSaltLakeScene”andwillbethelocationfornewcontentandstorieswrittenaboutthedestination.
• VisitSaltLake.comwillcontinuetofeatureGreeninitiativesleveragingandbuildingastrongermessageofsustainability.
• EventsareaofsitewillutilizefeedfromNowPlayingUtah.comtoallowuserstosearchandfindeventslocatedinSaltLakeCountyandWasatchFront&Backlocationswithin50milesofthecitycenter.
• VisitSaltLake.comwillprominentlyfeaturesocialmediachannels:Facebook,Twitter,YouTube,Pinterest,AndInstagramaswellasourownBlog.
• VisitSaltLakewillintegratetheabilitytosavefavoritelistingsandcontentacrossentiresites.Thiswillallowquickaccesstopagesandlistingforusewhileinmarket.
• SkiCity.comwillcontinuetoleadthewaywithhowwewillcreateandfeaturecontentacrossallofourwebproperties.Bothcuratedandpaidopportunitieswillallowustobettershowcaseareabusinessesandtravelerideasbothviathroughwrittenandphotographiccontent.
• SkiCity.comwillconsumevariousfeedsthatwillsupplyinformationaboutsnowconditions,mountaincams,andupcomingevents.
• SkiCity.comwillfeatureregionsacrossSaltLakeCountyinaNeighborhoodformat.Theseneighborhoodswillbehighlightedandtaggedwithrelatedcontentthatresidewithinoraboutthatneighborhood.
• VisitSaltLakewillalsomanagethewebsitesfortheSaltLakeCountyfacilities;SaltPalaceConventionCenter,SouthTowneExpositionCenterandtheSaltLakeEquestrianCenter.
PROGRAMBUDGET
$200,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
• Create96ContentStoriesin2018forallVisitSaltLakewebproperties.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
Webmaster
37
WEB SITE: Content Development T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLakewillreformatexistingcontentandutilizetheideaofcontentandfeaturearticlecreationtocreategreaterawarenessofSaltLakeasaviabledestinationforallvisitorsegments.Videocontentcreationwillalsotakegreatimportanceaswepushoutnewcontentandstoriesaboutourdestination.
VisitSaltLakewillpromotetheircontentthroughdigitalextensionprograms,nativecontentpublishers,e-maildistributionandsocialmediaplatforms.
PROGRAMELEMENTS
• TheDirectorofContentStrategywillmanageallcontentcreationandaggregationforallnewcontentfeaturedonVisitSaltLake’swebproperties,e-mailandSocialMediaCommunication.
• VisitSaltLakewillemploytherelatedcontentmodulethroughoutcontentplacementonVisitSaltLake.com.Contentwillbetaggedandcross-promotedbasedontypeofcontent,mostengagedandevenbasedonthevisitor’sattributes.
• VisitSaltLakewillcreateVoice,Tone,andPersonadocumentsforeachofourareasoffocus,includingVisitSaltLake,SkiCity,andMeeting&ConventionMessaging.
• LongVersionContentarticleswillbecreatedaroundSaltLakedestinationideasaswellasfeaturebusinessesandpersonalities.Featurearticleswillbeaminimumof500wordsandwillbeaccompaniedby5-10hi-resimages.
• ContentwillbepromotedthroughVisitSaltLake’s,SkiCity’se-mailcommunicationaswellasthroughitsvariousSocialMediaChannels.
• DirectorofContentwilluseaContentCalendarthroughBasecamptoscheduleandmanagecontentcreationacrossallwebsitesandsocialmediachannels.
• DirectorofContentwillworkwithvarious,writers,bloggers,photographersandvideographerstosupplyandcreatecontentforVisitSaltLake.
• ContentstoriesandarticleswillcontinuetoliveonVisitSaltLake’swebpropertieswiththemostrecentandthemostpopularcontentsortingtotop.
• VisitSaltLakeandSkiCitywillalsoutilizetaggingandrelatedarticlesasawaytoserveuprelevantcontentthroughtheirwebsitecategories.
• VisitSaltLakeandSkiCitywilldedicateSEMbudgettopushcontentarticlesthroughnationalpublishersineffortstogroworganictrafficandawarenessaswell.
PROGRAMBUDGET
$100,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
• Create96ContentStoriesin2018forallVisitSaltLakewebproperties.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
DirectorofCommunications
38
WEB SITE: Mobile Web Site & Applications T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLakewillnolongerhavemobileonlywebsitesbutallournewsitesandmicrositeswillhaveaMobilefirsttechnologythatallowforoursitestorankhigherforsearchandorganicreach.
SkiCity.comwillnowbecreatedonitsowndomainalsousingmobilefirsttechnologyallowingforbettersearchrankings.
PROGRAMELEMENTS
• VisitSaltLakewillcontinuewithitsmobilesiteonlyuntilthecreationandlaunchofamobilefirstwebsitethatisscheduleinQ1of2018
• Mobilefirsttechnologywillusethelocationofthedevicetodeterminehowcontentandlistingsarefedtotheuser.
• VisitSaltLakewebsitewillbebuiltontheSimpleviewCMSthatwillallowforustonowbuildmicrositesforincomingconventionsthatarealsomobilefirst.Allowingustonotonlycreatecontentinspirepeopletocomebutalsohaveatoolwhiletheyareindestinationfortheirconventionormeeting.
• TheVisitSaltLakeBlog“TheSaltLakeScene”offersaresponsivemobilefirstexperience.AllnewcontentthatwillbedevelopedforVisitSaltLake.comwillliveontheblogandcaneasilybefeaturedone-mailandsocialplatformsthatarereadmostlythroughmobile.
• VisitSaltLakeusesmobiletechnologyforitsConnectPassandattractionshubthroughalocalSaSSprovidercalledBandwango.
• VisitSaltLakewillalsoexploreotherattractionandtransportationbasedapplicationsthatcanutilizetheBandwangoplatformtodevelopcustomizedexperiencesformeetingattendeesandleisurevisitors.
PROGRAMBUDGET
$200,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
Webmaster
39
WEB SITE: Listing Integration T O U R I S M
PROGRAMDESCRIPTION
PartnerIntegrationinallmemberlistingsonVisitSaltLake.comisdesignedtocreategreaterpresenceforeachmemberbusiness.Additionalcontentandfunctionalityisbeingaddedtoeachmemberlistingtoincreaseend-userexperience,includingfeedsfromrelevantAPIsthatarerealtimeandstreamlinehowwegatherbusinessinformation.
VisitSaltLakewillcontinuetointegratenon-memberDestinationListingsinordertobetterrepresentthedestinationasawhole.Wewillcontinuetoaddinthecategoriesthatneedamorecompleterepresentation.TheCategoriesofDining&Nightlife,ThingstoDo,(inclusiveofGolf,Hiking&Biking,Shopping)andareaattractionswillbetargetsforthesedestinationlistingsandwillshow,name,addresswebsiteURLandmappinglocation.
PROGRAMELEMENTS
• Memberlistingsincludeenhancedhotel,venueandrestaurantpagelistingsandprovidelinkstomeetingroomspecificsanddetails,bookingonlineandwebsitelinks.
• AdditionalmappingfeaturesareaddedtomemberpagesincludingGoogleMapsstreetview,directionsand“What’sNearby”functionality.
• Contentstories,banneradvertisingandfeaturedlistingopportunitiesarenowofferedthroughoutpagesonVisitSaltLake.com.VisitSaltLakepartnerdevelopmentteamwillmanagealladvertisingcontractingandplacementonVisitSaltLake.comandNowPlayingUtah.com.
• OnlinehotelbookingsareofferedthroughabookingenginepoweredbytheARES,Inc.Network.Revenuesarecreatedbasedonvolumebookedthroughthisonlinetool.BookingwidgethasprominenceonhomepageandHotels,ThingsToDoandSpecialPackageOfferspages.
• OpenTable,YelpandAllMenufeedswillbeintegratedtoallparticipatingrestaurants.
• TophikingandbikingtraillistingswillbecreatedbyOutdoorProject,thesewillincludeimagesmapsanddescriptionsofthetoptrailsintheSaltLakeCountyarea.
PROGRAMBUDGET
$25,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
• Increasetotaladvertisingsales,whichincludesVisitSatLakeWebPropertiesby7%over2017.
• Increasethenumberoflistingupdatesviamembersby7%over2017
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
Webmaster
VicePresidentofPartnerDevelopment
DirectorofPartnerRelations
PartnerDevelopmentCoordinator
40
WEB SITE: On-line Travel T O U R I S M
PROGRAMDESCRIPTION
TheVisitSaltLakeWebsitefeaturesthebookingenginetechnologythatispoweredbyARES,Inc.ThisbookingtechnologyincludesLodging,rentalcar,activitiesanddynamicandopaquepackagingmodels.
VisitSaltLakewillcontinuetoexplorethebestoptionsthatwillbeavailabletothemandourpartnersthroughthedevelopmentrebuildoftheVisitSaltLake.com.
PROGRAMELEMENTS
• ThebookingwidgetwillbefeaturedonhomepageaswellasallHotelpages.Availabletoallvisitorsofwebsite,conventionhousingserviceswillalsoutilizeasroomblocksfill-upinSaltLakearea.
• ARESwillsupplycallcenterback-upbasedinSanDiego,CAthatcaneitherserviceexistingreservationsorbookentirenewreservations.
• CommissionswillbeofferedforallbookingsthattakeplacethroughARESbookingplatformorviacallcenter.RevenuesfrombookingswillfurtherenhanceSEO/SEMstrategiesforwebsite.
• HotelmemberpagesarefeaturingonlinebookinglinkthatwillgodirectlythebookingenginethatispoweredbyARESInc.onoursite.Asecondarylinkwillbeofferedoneachmemberpagethatwillgototheirownsitethatmayofferonlinebookingabilityoftheirown.
• SpecialPackageOfferlinkswillbemadeavailableonbookingengine.
• SpecialPackageOfferlinkswillfeaturepromotionsthroughouttheyearhighlightingSkiCity,ConnectPass,HolidayShoppingtimeframesaswellaslargereventsthatmaydrawroomnightattendancebutdonothavecontractedhotelroomblocks.
PROGRAMBUDGET
$20,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
TicketSystemsManager
Webmaster
41
COMMUNICATIONS: National Media T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLakewillcontinuetocontractwithanationalPRfirm(ConranCommunications)tocomplementthein-housemediarelations’effortsandprograms,andprovideadditionalresourcesinordertoexecuteanextensivenationalmediarelations’plan.
Inaddition,thefirmworksinconjunctionwiththeVisitSaltLakeCommunicationsteamtodevelopatargeted,nationalstrategywithkeymessagestospecificmarketsandaudiencewhilestrengtheningtheoverallbrandmessagingandpromiseofSaltLake’suniqueurbanofferingsandsetting.
ForVSL’swinterbrandcampaign,SkiCity,thecommunicationsteamwillworkwiththenationalPRfirmtotargetthemostinfluentialski/snowboardpublicationsandeditors,proactivelypitchingthecampaignelementsandhostingkeymediatoexperienceSkiCity,focusingontheextensiveurbanamenitiesofaSaltLakewintervacation.
PROGRAMELEMENTS
• VisitSaltLakewilltargetthefollowingprintandelectronictravelsegmentsinkeymediamarkets:o leisuretravelo activeoutdooro adventureo healtho gender-specifico financialo ski/snowboard
• Regionalpublications,aswellasdailynewspapersthroughoutthenation,willalsobetargetedtopromoteSaltLakeasayear-round,world-classtourismdestinationwithuniqueurbanofferings.Inaddition,aspartoftheSkiCityprogram,skiandsnowboardmediaoutletswillbetargeted.
• VisitSaltLakeanditsnationalPRfirmexecutesanin-depthmediaplanregardingSaltLakeasanurban,year-roundtourismdestination,includingtheproductionanddisseminationofrelevantinformationvianewsreleasesandstorypitchestoanextensivelistofbothprintandelectronicmediaoutlets.
• AspartofthenationalPRstrategy,theVisitSaltLakeCommunicationsteamhosts10mediavisits,coordinatesandparticipatesinfour(4)mediablitzesinmedia-richcities,andupdatesandutilizesacomprehensivearrayofmediamaterials.
• Followingallmediablitzesandvisits,thenationalPRfirmwillhandlethecoordinationofrequiredfollow-upwitheachmediaoutletandcontinuetargetedmediapitchingeffortspertinenttotheoutletanditsaudience.
• ThenationalPRFirmwillcontinuetodistributeVisitSaltLake’skeymessagesincludingSaltLake’surbanmessaging,newdevelopmentsandsustainabilityinitiatives(andresortupdates,whenappropriate).
PROGRAMBUDGET
$54,000
PERFORMANCEMEASURES
• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaaboutSaltLake.
IMPLEMENTATIONRESPONSIBILITY
DirectorofCommunications
NationalPRFirm
SocialMedia&CommunicationsManager
42
COMMUNICATIONS: Social Media T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLake’sSocialMediaprogramwillcontinuetobeacriticaltoolforustoreach,influenceandsharemessagesaboutSaltLakeasanidealleisuretraveldestinationofferingauniqueurbanproduct.VSL’sin-housesocialmedia&communicationsmanagerallowsforamoreauthenticvoiceacrossallchannelstoconveythemanyaspectsthatmakeuptheSaltLakecommunity.(TheonesocialplatformstillcontractedisLinkedIn,whichbettertargetsthemeetingandconventionaudience,particularlymeetingprofessionals.)
ThedistinctlyuniqueSocialMediastrategydevelopedforSkiCitywillcontinuewitharobustefforttoincreasenumbersandfanbase,sharingrelevantcontenttothisengagedaudience.
PROGRAMELEMENTS
• VisitSaltLake’sSocialMedianetworkswillaggregateandpublishnewandrelevantcontentaboutSaltLakethroughoutallofVSL’sSocialMediachannels(Facebook,Blog,Twitter,YouTube,Pinterest,InstagramandLinkedIn),whileengagingindividualtravelersanddrivingadditionaltraffictoVisitSaltLake.com.
• VisitSaltLake’sSocialMedianetworksincludepostingblogcontentcreatedin-houseandshared;Twitter,FacebookandLinkedInposts;photouploadstoInstagramandFlickr;andvideouploadstoVSL’sdedicatedYouTubechannel.
• VisitSaltLakewillcontractwithSparkloftMediatostrategizeandmaintaintheeditorialcontentonVSL’sLinkedInpageandMeetInSaltLakegrouppage.
• VisitSaltLake’ssocialmediamanagerwillcontinuetodevelopmonthlysocialmediaeditorialcalendarforpostingaswellaslistening/engagementmethodstoaddressallinquiriesandinteractions.
• VSL’ssocialmediamanagerwilldesignandimplementfour(4)socialmediacampaignsdesignedtoincreasefollowers/fans,engagementanddrivetraffictoVisitSaltLake.com.
• VisitSaltLakewillactivelyseekblogcontributorstoenhancethecollectionofblogcontent.Blogcontentwillbefeaturedonwebsite,e-lettersandsocialmediaposts.
• SkiCitywillimplementasocialmediahubwithsocialmediaiconsthatwilllinkdirectlytospecificSkiCitycontent,socialmediachannelsandareasoneachnetwork.
• SkiCitywillutilize#TheSkiCitytotagitscontenttoSkiCitysocialmediachannels:Facebook,Twitter,Instagram,YouTubeandTumblr.
• SkiCity.comwillhaveitsownFacebookpagebutcanbelinkedtofromtheVisitSaltLakeFacebookpage.FacebookpostswillmostlyrefertoSkiCity.
• SkiCitywillengageinamid-seasoninfluencercampaignwheretopsocialmediainfluencerswillbebroughttoSkiCitytoexperienceandcelebratetheuniqueaspectsofSaltLake.ThisinfluencercampaignwillhighlightmanyoftheelementsthatmakeSkiCityuniquefromanyotherskiandwinterdestination,particularlyitsurbanofferings.
PROGRAMBUDGET
$105,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
• IncreaseFacebookfansto320,000andTwitterfollowersto32,000.
• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaaboutSaltLake.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofCommunications
DirectorofContentStrategy
SocialMedia&CommunicationsManager
43
COMMUNICATIONS: Industry E-letters T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLakewillproducee-lettercommunicationsinmarketsegmentsthatinclude,TravelNews(overallvisitor),SkiCityNews(wintervisitor),MeetInSaltLake(meetingplanners&clients)andDestinationNews(Members).
VisitSaltLakewillworkwithe-mailplatformprovider,WhatCounts,tobuildexistingdatabaseswhilemaintainhighlevelsofengagementandinteraction.
VisitSaltLakewillcreatee-mailstrategiesaroundthedatabasesofconsumerstheycollectfromOnlineHotelReservationsaswellasonlineConnectPassandSuperPasssales.
PROGRAMELEMENTS• VisitSaltLakeTravelNewsisthelargeste-maildatabase(65,000+)andwillemployamonthlyopt-intoreceive.Thise-lettershowcasesfeaturedcontentthatisaddedtoVisitSaltLake.comandwillhighlightSaltLake’surbanproductandupcomingeventsandpromotions.
• SkiCityNewsisaweeklynewsletterthroughouttheskiseason(November15–April15)andmonthlyintheoff-season.Currente-maildatabase(15,000+)willbeaddedtofromWarrenMillerandwebsitecontestpromotions.
• ProducedanddistributedmonthlytoVisitSaltLakemembersandtargetedindustrymembers,“DestinationNews”providesupdatesonthelocalconventionandtourismindustry,hoteloccupancyfiguresandtrends,memberupdatesandindustrytopics.Currentlysentto2,200+,thefocusofthise-letteristoshowcasetheeffortsofVisitSaltLakewhilekeepingthemawareofindustrytrendsandideas.
• MeetingsNewsissentmonthlytoameetingclientsdatabaseofover5,000.VSL’s“StereotypesBeDamned”campaignwillcontinuetobeusedthroughouttheyearaswellasupdatesonconventionhotelprogress.
• VisitSaltLakewillbeutilizinganewemailserviceprovidercalledAct-On.Thishewtoolwillallowbettere-maildeliveryinmorecustomizedandpersonalizedmethod.Act-OnautomationtechnologywillalsoallowforcustomcontenttobegeneratebasedonhowleadsaregeneratedandplaceintoourCRM.
• VisitSaltLakewillemployre-engagementstrategiestoalluserwhohavenotopene-mailsfromVisitSaltLakefortheprevious12months
• VisitSaltLakewillalsointeractwithpromotionalmessagingwithallconsumerswhopurchaseproductsonanyofVisitSaltLake’swebproperties.
• VisitSaltLakewilluseJebbitquiztooltoappendattributestoexistinge-maildatabases.Thiswillallowustocustomizecontentandmessagingbasedontheir
responses.
PROGRAMBUDGET
$20,000
PERFORMANCEMEASURES
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
• Goalwillbetoincreaseactivee-maildatabaseby10%in2018andachieveanaverageofa25%openrateforalle-mailcommunication.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofContentStrategy
DirectorofCommunications
44
COMMUNICATIONS: Visit Salt Lake Media Relations T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLakeconductsvariousmediablitzesthroughouttheyeartargetingtravel-specificpublications,onlinepublicationsandnewspapersinkeymediamarkets,tailoringmediamessagesandpitchestothepublications’variousaudienceswhilestrengtheningVSL’soverallbrandmessagingandSaltLake’suniqueurbanproduct.
Inaddition,VisitSaltLakehostsdomesticandinternationaleditorsandwritersthroughouttheyear,emphasizingSaltLakeasayear-roundtourismdestination,givingampleopportunitytosampleSaltLake’svariedandextensivetourism-relatedattractionsandexperiences.
ToassistprintandelectronicmediawithproducingSaltLakestoriesandarticles,VisitSaltLakecontinuestodevelopandupdateafullmenuofmediamaterialsforbothprintandelectronicmediaoutlets.VisitSaltLake’smediamaterialsprovideallmediaoutlets,regardlessofformat,themostcurrentandup-to-dateinformationandmaterialsnecessarytopromoteorenhancemediacoverageofSaltLakeasayear-round,world-classtourismdestination.
PROGRAMELEMENTS
• VisitSaltLake’sCommunicationsteamorganizesandattendstwo(2)mediablitzestomedia-richandtargetedlocations(NewYorkCityandSouthernCalifornia),conductingaminimumof25one-on-onedesk-sideappointmentswitheditorsand/orwritersoftargetedpublications.
• ThePRteam,inpartnershipwiththeUtahOfficeofTourismandotherhospitalitypartners,hostsaminimumof10domesticmediavisitstopromoteSaltLakeasaworld-classtourismdestination,highlightingSaltLake’spertinenttourismproduct—specificallytheurbanaspect—asitrelatestothejournalists’outletandaudience.Mediaoutletstargetedincludeleisuretravel,activeoutdoor,adventure,healthandgender-specificpublications.
• Internationally,VisitSaltLakeworksinpartnershipwiththeUtahOfficeofTourismtohostaminimumof10internationalmediavisitsbyjournalistsfromtargetedinternationalmarketstopromoteSaltLakeasaninternationaltourismdestinationand/oragatewaydestination.Theinternationalmediaoutletstargetedincludeleisuretravel(particularlyski),andfocusonlodginginSaltLakevalleytotakeadvantageoftheuniqueproductmixandresortaccessibility.
• VisitSaltLakemediamaterialscontinuetoberegularlyproducedandupdated,andincludeSaltLake-specificnewsreleases,anextensiveimagelibraryandhigh-resolutionb-rollvideofootage.
PROGRAMBUDGET
$18,000
PERFORMANCEMEASURES
• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaaboutSaltLake.
IMPLEMENTATIONRESPONSIBILITY
DirectorofCommunications
SocialMedia&CommunicationsManager
TourismMarketing&CommunicationsManager
NationalPRFirm
45
COMMUNICATIONS: Ski City Media Relations T O U R I S M
PROGRAMDESCRIPTION
TopromoteSaltLakeastheidealurbanskiandsnowboarddestinationfeaturingoneofthemostflexibleandconvenientliftticketprogramsintheindustry—theSkiCitySuperPass—VisitSaltLakecooperativelyconductsmediablitzesandeventswithitsfourresortpartnerspromotingtheSkiCitybrandtoski/snowboard,leisure,activeandoutdoortravelmediaoutlets.Inaddition,theSkiCityPRprogramhostsskiandsnowboardeditorsandwritersthroughoutthewinter,highlightingSaltLake’surbanexperience,itsfourworld-classresortsandtheSuperPass,givingampleopportunitytosampleSkiCity’svariedskiingoptionsandSaltLake’snon-skiurbanattractionsandattributes.
Toassistski-specificprintandelectronicmediawithproducingSkiCitystoriesandarticles,VSLcontinuestodevelopandupdateafullmenuofmediamaterialsforbothprintandelectronicmediaoutlets.SkiCity’smediamaterialsprovideallmediaoutlets,regardlessofformat,themostcurrentandup-to-dateinformationandmaterialsnecessarytopromoteorenhancemediacoverageofSaltLaketheultimateurbanski/snowboarddestination.
PROGRAMELEMENTS
• TheSkiCityPRteamanditsfourresortpartnersorganizeandattendtwo(2)SkiCity-specificmediablitzesandparticipateinatleastthree(3)SkiUtahcooperativeblitzestomedia-richandtargetedlocations(possiblemarkets:NewYorkCity,SouthernCalifornia,Texas,Florida,Denver,Boston,WashingtonD.C.,Chicago).
• TheSkiCityPRteamanditsfourresortpartnershostaminimumof30mediavisitstopromoteSaltLakeasaworld-classtourismdestination,highlightingSaltLake’spertinenttourismproduct—specificallytheurbanaspect—asitrelatestothejournalists’outletandaudience.
• BasedonthesuccessoftheannualSkiCityShootout,acompetitionamongtopphotographersthatagainproducedexceptionalexposuretoSaltLakeanditsresortpartnersin2017,theCommunicationsteamwillproduceandmanagethe11thAnnualShootoutin2018howeveritwillbebasedonvideocontentinsteadofjustphotography.
• SpecificSkiCitymediamaterialscontinuetobeproducedandupdatedregularly,andincludeSkiCity-specificnewsreleases,anextensiveimagelibrary,high-resolutionb-rollvideofootage,andatargetedski/snowboardelectronicmediakit.
PROGRAMBUDGET
$18,000
PERFORMANCEMEASURES
• Generatetheequivalentadvertisingvalueof$4.95millionworthofpositiveearnedmediaaboutSaltLake’sski/snowboardproduct(aspartoftheoverall$14.7millionperformancemeasure).
IMPLEMENTATIONRESPONSIBILITY
DirectorofCommunications
SocialMedia&CommunicationsManager
NationalPRFirm
46
COMMUNICATIONS: Local Community Outreach T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLakecontinuestocontractwithalocalPRagency(BoeMarketing)toassisttheMarketingandCommunicationsstaffdisseminateinformationregardingVisitSaltLakeprogramstargetingthelocalcommunity,includingtheVisitSaltLakeConnectPassandSaltLake’ssustainabilitymessage,viatargetedlocalmediaoutlets.ThelocalPRagencyalsoassistswiththedisseminationoflarge-scaleeventshappeninginSaltLake(filmfestivals,sportingevents,etc.).
PROGRAMELEMENTS
• ThelocalPRagencydisseminatesVisitSaltLake-producedprograminformationtotargetedlocalandregionalmediaoutlets.
• TheLocalMediaOutreachprogramreinforcestheVisitSaltLake’seconomicimpactonSaltLakeanditssustainabilitymessagelevelviamediaexposureforVisitSaltLakeprogramsinlocalandregionalnewsoutlets.
• ThelocalPRagencydisseminateseventprograminformationtotargetlocalandregionalmediaoutletswhenappropriateasdirectedbyVSL.
PROGRAMBUDGET
$40,000
PERFORMANCEMEASURES
• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaaboutSaltLake.
IMPLEMENTATIONRESPONSIBILITY
DirectorofCommunications
SocialMedia&CommunicationsManager
LocalPRFirm
47
COOPERATIVE PROMOTIONS: Ski City T O U R I S M
PROGRAMDESCRIPTION
TheSkiCitycooperativepromotionisajointmarketing,sales,PRandticketingprogramfundedbySaltLakeCounty,VisitSaltLakeandthefourSaltLakeskiresorts(Alta,Brighton,SnowbirdandSolitude)aswellasparticipatinghotelandlodgingpartners.TheSkiCityprogramcreatesgreaterawarenessoftheuniqueSuperPassproductandallowsourlocalareahotelstheabilitytopromoteandpackageSaltLakeasawintervacationdestinationwithoneeasy-to-useproduct.
PROGRAMELEMENTS
• SaltLakeCountyislegislatedtoallocate$450,000towardtheSkiCityUSAProgram.
• VisitSaltLakeisallocatingover$500,000fromitspublicsectorbudgetforSkiCity,alongwithstaffresourcestoexecuteitsassociatedprograms.
• Alta,Brighton,SnowbirdandSolitudehelptofundSuperPasspromotionsforthe2017-2018SkiSeasonforthe“SkiMore.DoMore.SaveMore.”Campaign.
• TheUtahOfficeofTourismhasapproved$227,500ofmatchinggrantfundsfortheSkiCityAwarenessandPromotionalCo-opforthe2017-2018Season.
• TheSkiCityCo-operativeprogramwillinclude20+hotelpartnersandeachpartnerwillofferskipackagesfordirecttargetingandoptionsthroughoutourUtripPlanner.
• SkiCitydirect-to-liftSuperPassproductwillcontinuetobeacoreproductforSkiCity.ThiscentraldatabasethatincludesallfourresortsofAlta,Brighton,Snowbird&Solitudewillcaptureallridesalesandridedatathatwillenableustore-markettoourpastclients.
• SkiCitywillbepromotingtheSuperPassthroughvarioustouroperatorprogramsinthe2017-2018Season.
• 150-plusSaltLakehotelsanddomesticandinternationaltouroperatorpartnersareestablishedassalesoutletsfortheSuperPass.
• SkiCitywillcontinuetourgeparticipatinghotelstofeatureproductsthroughtoponlinetravelagenciesincluding,Expedia,Ski.com,andSouthwestVacations.
PROGRAMBUDGET
$550,000
PERFORMANCEMEASURES
• IncreasetraffictotheSkiCity.comWebsiteby5%or247,522visitorsessionsforthe2017-2018Season.
• IncreaseSkiCitypositiveearnedmediavalueto$4.95million.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
TourismSalesManager
SocialMediaManager
TicketingSystemsManager
48
COOPERATIVE PROMOTIONS: Connect Pass & Attractions Hub T O U R I S M
PROGRAMDESCRIPTION
TheVisitSaltLakeConnectPassisacooperativeprogramthatincludes13topattractionsintheSaltLakeCityareainonecomprehensiveticketingprogram.ThispassutilizestheBandwangomobiletechnologythatallowsthepasstobesold,managed,sharedandredeemedallfromasmartphonedevice.Whilepaperoptionsstillexistthefocustomoveforwardwithadigitalsolution.
Thisdigitalproductnowopen-upthepossibilitiesforindividualproductstobesoldthatmaynotbelimitedtojustConnectPassattractions.VisitSaltLakewillspecificallylooktobuildaBarSamplerpassandaUniqueshoppingpassthatwillbemarketedtoconventiongroupsandleisuretravelers.
PROGRAMELEMENTS
• TheVisitSaltLakeConnectPasscontinuesisaself-guidedpassthatincludesadmissionto13attractionsaroundtheSaltLakearea.
• Productswillbeofferedina1-3dayaswellasa365quantity.TheVisitSaltLakeSummerAdvertisingProgramwillrefocusontheawarenessandsalesoftheConnectPassforthe2017Season.
• VisitSaltLakewillworkwithflashsalewebsitetoincreasesales.Sitesinclude,GrouponLivingSocial,andCostco.
• 150-plushotelandtouroperatorpartnersareestablishedassalesoutletsfortheConnectPassprograms.
• Conventionattractionpasseswillbeofferedtospecificgroupsandcustomizedtotheirneeds.
• TRAXLightRailPasseswillbedevelopedthatcanpre-sellone-way,one-dayorpossiblyconventiondurationpassesthatcanberedeemedrightfromyoumobiledevice.
• OtherindividualattractionswillhavetheopportunitytoselltheirproductsthroughanattractionhubthatwillexistonVisitSaltLake.com
• ConnectPasswillvenueswillbeabletoofferadditionalperkstovisitorsafteradmissionhasbeenredeemedattheirlocation.Perksmayincludediscountstogiftshops,food&beverageofbouncebackopportunities.
• Completedatawillbecapturedforfuturemarketingopportunitiesforallproductssoldonline.
PROGRAMBUDGET
$100,000
PERFORMANCEMEASURES
• IncreaseSaltLakeConnectPasssales10%viahotelsattractionsandonlinechannelsto40,000daysin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
TicketSystemsManager
49
COOPERATIVE PROMOTIONS: NowPlayingUtah.com T O U R I S M
PROGRAMDESCRIPTION
NowPlayingUtah.com(NPU)isaninitiativeoftheUtahArts&CulturalCoalition(UACC).ThedevelopmentofNPUisguidedbytheUACCBoardofDirectors,VisitSaltLakestaffandthegreaterUtahartsandculturalcommunity.Partnersincludeconstituents,recipientsandmembersoftheUtahDivisionofArtsandMuseums,SaltLakeCountyZooArts&Parksprogram,andVisitSaltLake.
ThemissionofNowPlayingUtahistoincreaseawarenessaboutartsandculturalopportunitiesstatewidethroughNowPlayingUtah.com,acomprehensiveeventsresource.
PROGRAMELEMENTS
• SoftwareforNowPlayingUtah.comislicensedfromArtsopolis.
• ContentmanagementissubcontractedtoBeDynamic;webmaster,websiteadministratorservicesandgrantwritingarealsosubcontracted.
• NowPlayingUtah.comsellsandsuppliesdatafeedsofthecontentinanefforttoincreasethereachofevents,reduceduplicationofeffortforpartnersstatewide,andgeneraterevenue.
• Weeklye-mailblastsaresenttoregisteredsubscribersseekingeventsinformationinUtah.
• NowPlayingUtah.comactivelyseeksrevenue-generatingopportunitiesby:o selling/supplyingdatafeedso sellingwebsiteandemailadvertisingopportunitieso pursuingfoundationgrantsandcorporatefinancialsupport
PROGRAMBUDGET
$41,000
PERFORMANCEMEASURES
• $6,500Fund-raising• Increasewebsiteadvertisingsalesby3%over2017• Increasewebsitevisitorsessionsby4%over2017• Increaseregisterede-mailcontactsby5%over2017
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofPartnerDevelopment
DirectorofPartnerRelations
PartnerDevelopmentAdministrator
Webmaster
50
PUBLICATIONS & COLLATERAL: Visitors Guide T O U R I S M
PROGRAMDESCRIPTION
Producedtwiceayear(Fall/WinterandSpring/Summer),theSaltLakeOfficialVisitorsGuideistherecognizedvisitorpublicationfortheentireSaltLakeValley.TheSaltLakeOfficialVisitorsGuideisanindispensableresourceforvisitorsthathelpsthemmakethemostoftheirstay,andisaprimaryresponsepieceforrequestsforinformationaboutSaltLakereceivedviatelephone,mail,websiteande-mail.VisitSaltLakewillutilizeapublishingpartnerSaltLakeMagazinetoproducetheguide.Theywillselladvertising,producecontentwiththeoversightofVisitSaltLakeandhandledistributiontoallkeychannelsbothinandoutsideoftheSaltLakemarket.
PROGRAMELEMENTS
• VisitSaltLake,throughitspartnershipwithSaltLakeMagazine,willproducetwoissuestotaling260,000VisitorsGuides.130,000forbothissues.
• TheSaltLakeOfficialVisitorsGuidewillfocusmoreasanin-destinationpublication.Greateremphasiswillbeplacedonthingstodoandmaps.
• ThedistributionoftheSaltLakeOfficialVisitorsGuideistheresponsibilityofSaltLakeMagazine.Distributionpointsinclude:o individualswhorequesttheGuideviaphone,mail,theVisitSaltLakewebsiteoremail
o conventionattendeesandindividualvisitorso members,includinghotels,restaurants,andattractions
o stateandregionalvisitorcenters.• ContentoftheVisitorsGuideincludesinformationrelatingto:o NeighborhoodsandcommunitiesofSaltLakeCounty
o transportationo recreationo arts&cultureo hotels&lodgingo restaurants&barso shoppingo ski
• VisitorsGuideadvertisingisoutsourcedtoSaltLakeMagazineandin-housesalesalsocontractsandsellsadvertisingthroughmembershippackages.Morethan40VisitSaltLakemembersadvertiseineachissueoftheSaltLakeOfficialVisitorsGuide.
• TheSaltLakeOfficialVisitorsGuidewillbeproducedinadigestsizeallowingforeasierdistribution.Thedigestsize,beingeasiertocarry,willalsoaidinincreasingtheusageasaguideforvisitorswhileinSaltLake.
• TheFall/WintereditionoftheSaltLakeOfficialVisitorsGuidewillfeatureaflipbookdesignshowcasingtheregularvisitorguideinformationwhiletheSkiCity
visitorsinformationwillbeaccommodatedbeginningfromthebackcover.Thiswillallowformoreadvertisingopportunitiesaswellasbeingabletobettertargeteachmarketwithspecificmessaging.
PROGRAMBUDGET
OutsourcedtoCustomPublisher,SaltLakeMagazine
PERFORMANCEMEASURES
Increasetotaladvertisingsales,whichincludestheVisitorsGuide,by7%over2017.
IMPLEMENTATIONRESPONSIBILITY
President/CEO
VicePresidentofMarketing
VicePresidentofPartnerDevelopment
DirectorofPartnerRelations
51
PUBLICATIONS & COLLATERAL: Connect Pass Brochure T O U R I S M
PROGRAMDESCRIPTION
TheVisitSaltLakeConnectPassbrochureisaneasy-to-userackbrochureexplainingindetailtheVisitSaltLakeConnectPassincludingeachoftheprogram’s13attractions,uniqueofferingsandpricing.
PROGRAMELEMENTS
• TheConnectPassbrochurewillbeproducedin-housebytheCreativeServicesofVisitSaltLake
• VisitSaltLakeisproducing50,000ConnectPassbrochures.
• DistributionoftheConnectPassbrochureisfromtheVisitorCenterandlocalhotelproperties,aswellastoallinterestedindividualsandgroupsuponrequest.VisitSaltLakewillutilizeCertifieddisplayracksacrosstheWasatchFrontwithover300locationsofdistribution.
• ContentoftheConnectPassbrochurehighlightseachprogram’sattractions,timesandrates.
• ConnectPassVenueswilldistributebrochuresatindividualpoint-ofpurchaselocations.
• ConnectPassbrochurewillalsohighlightnew365-daypassallowingonevisitateachparticipatingattractionoveranentireyearafterthefirstredemption.
• VisitSaltLakewilldevelopnewproductsexpandingonthemobileBandwangotechnologythathasbeendevelopedfortheConnectPass.ThiswillallowotherproductstobemerchandisedandsoldthroughVisitSaltLake.com.
PROGRAMBUDGET
$10,000
PERFORMANCEMEASURES
• IncreaseSaltLakeConnectPasssales10%viahotelsattractionsandonlinechannelsto40,000daysin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofCreativeServices
GraphicDesigner
52
PUBLICATIONS & COLLATERAL: Ski City Planner T O U R I S M
PROGRAMDESCRIPTION
TheSkiCityPlanneris24-pageprintpublicationthatwillbeutilizedasaquickguidetoSkiCity,includingthe4resorts,cityandtransportationoptions,aswellastheco-opofferingsofour20+partners.
PROGRAMELEMENTS
• SkiCityPlannerwilltellthestoryofSaltLakeasAmerica’sSkiCity.Itwillhighlighttheuniqueassetsofacapitolcityofitssizebutwiththelifestyleandethosthatcontainwintersport.ItwillfeatureSaltLakeasanOlympiccity,ahubforwintereconomiccenterandanulitmatevacationdestination.
• SkiCityPlannerwillhighlightthe4SkiCityResorts(Alta,Brighton,Snowbird,Solitude)
• TheSkiCityPlannerwillincludevalleymapthatwillhighlightmajorUTAbusroutesthataccessallfouroftheSkiCityresorts.
• 60,000SuperPassBrochureswillbeprintedforthe2016-2017season.
• TheSkiCityPlannerwillbethemainsalesprintedcollateralpieceforSkiCitySaleefforts.ItwillalsobeusedasadirectmailpiecefortheWarrenMillerdatabase((20,000)andSkiingMagazineDatabase(15,000).ItwillalsobeinsertedwithSkierNewsthroughtheirconsumershowefforts.
• SkiCityPlannerwillhighlight20+Co-opPartnerpackagesinthebackspreadofthepiece.
• SkiCityPlannerwillhighlighttheSkiCitySuperPass,includingvalueandease-of–use.
PROGRAMBUDGET
$15,000
PERFORMANCEMEASURES
• IncreasetraffictotheSkiCity.comWebsiteby5%to247,522visitorsessionsforthe2017-2018Season.
• IncreaseSkiCitypositiveearnedmediavalueto$4.95millionin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
DirectorofCreativeServices
GraphicDesigner
53
BRAND ADVERTISING: Ski City T O U R I S M
PROGRAMDESCRIPTION
SkiCityisaregionalbrandinitiativethatfocusesonSaltLakeasaviablewinterdestinationforskiersandsnowboardersacrossallneighborhoodsorSaltLakeCounty.SkiCityisplace,bothatangibleandintangible,whereskiersandsnowboardersneverhavetosettleorcompromiseandcanfindbothandeconomicalbenefitsbybeingpartoftheSkiCitycommunity.SkiCityisbuilton4mainideas:
1. SaltLakehasapastandpotentiallyfutureWinterOlympichost.Anideathatreachesaworldwideaudienceforallwintersportactivity.
2. SaltLakeasahubforSki/Winterbusinessandeconomicdevelopment.AstheannualhostforOutdoorRetailerandasthehomeformanyoutdoorbusinesses,SkiCitycanofferopportunitythatmostsmallerskidestinationscannot.
3. SaltLakeasandeducationalhubforwinterenthusiasts.BoththeUniversityofUtahaswellasWestminsterhavedevelopedwintertargetedapproachestopotentialstudents.
4. SaltLakeastheidealplacetotakeyournextSki/Wintervacation.
PROGRAMELEMENTS
• AresponsivewebsitehasbedesignedandimplementedcalledSkiCity.comthatshowcasestheurbanaspectandadvantagesSaltLake.
• TheSkiCityadvertisingcampaignwillbebrokenintotwomainareas:AwarenessoftheSkiCityBrandandthepromotionof“SkiMore.DoMore.SaveMore.”campaign.
• AwarenesswillbeactivelypromotedthroughcontentprogramsincludingVideocontentstoriesfromthepublishersofOutdoorTVandTheOnion.ThesepieceswilleachhelptellthestoryofSaltLakeasAmerica’s“SkiCity”.
• AwarenesswillalsobefeaturewithourNewSkiCityMobileVisitorsCenter.ThisSUV/AirstreamtrailercombinationisfullywrappedwiththeSkiCitybrandandwillbeondisplayat(6)ConsumerSkiShows,(12)WarrenMillerfilmTourevents,(2)TetonGravityResearchFilmsevents,RegionalSkiShoppromotions,andlocalevents,resortsandneighborhoods.
• SkiCityPromotionalAdvertisingofthe“SkiMore.DoMore.SaveMore.”campaignwillfeatureparticipatinghotel,transportationandSkiRentalCompanies.
• SkiCitywillutilizeUTripTripPlanningTool.Thistoolwillhelpvisitorsplan,build,utilizeandsharecustomizedexperiencesbasedontheirattributes.
• SkiCitywillimplementJebbittoolonbanneradvertising,socialMediaandwebsiteWincategory.Thisquiztoolwillaskquestionsandassignattributeforfurthere-mailfollow-up.
• Theprint&digitaladvertisingforthiscampaigninclude:o Skimagazineverticalso Outdoorandtraveldigitalwebsiteo Onlinetraveldealwebsiteso Airlineandregionaltravelpublicationso NativeContentPrograms
• AcomprehensiveWebbannercampaignutilizingmostly15and30secondsclipstoenticevisitationonSkiCity.com.
• TheSkiCitycampaignwillutilizespaidsearchprogramsonGoogletargetingkeywordsandphraseshighlightingSaltLakeandthefourarearesorts.
• SkiCitycollateralincludingtheSuperPassBrochurewillhaveamessagingthatwillhighlighttheurbanaspectofSaltLakeasthehero.
• SkiCitywillleveragepromotionswithtoptouroperatorpartners;Expedia,SouthwestVacations,DeltaVacations,VoyagesGendronandafewotherInternationalSkiPartners.EachcompanywillpromoteSkiCitywithintheirproductmixinexchangeformarketingandsalessupport.
PROGRAMBUDGET
$550,000
PERFORMANCEMEASURES
• IncreasetraffictotheSkiCity.comWebsiteby5%to247,522visitorsessionsforthe2017-2018Season.
• IncreaseSkiCitypositiveearnedmediavalueto$4.95million.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
TourismSalesManager
DirectorofCreativeServices
AdvertisingMediaBuyer
AdvertisingAgency
54
BRAND ADVERTISING: Visit Salt Lake T O U R I S M
PROGRAMDESCRIPTION
VisitSaltLakewillcontinuetodevelopthebrandofVisitSaltLakeasatopleisuredestinationwhilefocusingonitsurbanandculturalassetsandthecapitalcityofUtah.
AmobilestrategywilltargetvisitorsthatwillbeshownandintenttotraveltoSaltLakeandwillmostlikelybeusingamobiledevicetosearchandlooksforThingstoDo,PlacetoEatandUpcomingevents.
Wewillalsoutilizetechnologythatwillbegeo-targetedtothosewhoarealreadyin-marketandwillhavedifferentneedsthatthosewhoareout-of-market.
PROGRAMELEMENTS
• VisitSaltLakecampaignwillfeaturetopeventsandattractionsthatSaltLakehastooffer.
• TheVisitSaltLakeConnectPasswillcontinuetobeourmainattraction’sproductthatfeatures13attractions.1,2,3and365daypasseswillbeavailableforsalethroughHotels,Attractions,TourOperatorPartnerandOnlineFlashSalewebsites.
• Flashsaleopportunitieswillbeofferedvia,LivingSocial,Groupon,andCostcoandpossiblyothersforthe365Producttoincreasevisitoraswellaslocaltraffictoparticipatingattractions.
• VisitSaltLakewillagainhighlightthetopeventsandfestivalsthattakeplaceintheMemorialDaytoLaborDaySummertimeframe.
• VisitSaltLakewillutilizeNewspaper,Radio,OnlineandMobileadvertisingtopromotesummerinSaltLakeCampaign.
• VisitSaltLakewillalsoutilizeitsSocialMediaNetworksandEventCalendarspoweredbyNowPlayingUtah.comtofeaturethesetopeventsRegionallyaswellaslocally.
PROGRAMBUDGET
$100,000
PERFORMANCEMEASURES
• IncreaseSaltLakeConnectPasssales10%viahotelsattractionsandonlinechannelsto40,000daysin2018.
• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
TourismSalesManager
TicketSystemsManager
55
BRAND ADVERTISING: Group Tour T O U R I S M
PROGRAMDESCRIPTION
ThebrandingfortheTravelTrademarketfocusesonSaltLakeasthegatewaytothenumerousnaturalwondersUtahandthesurroundingstateshavetooffer.WearetrulylocatedattheCrossroadsoftheWest“TheGateway”theperfectplacetobeginorendyourtravelwesternUSitinerarywithadditionaldaysinSaltLake.
VisitSaltLakewillalsoworkwithTouroperatorpartnerstodevelopmoreindividualbasedtourismthathaslongervisitationandgreaterspendingthatgroup-basedtravel.
PROGRAMELEMENTS
• TopromoteSaltLakeasthe“TheGateway”,adsfocusontheproximityofalltheNationalParkslocatedbothNorthandSouthandpromoteSaltLakeasthebestaccesspointforalloftheseparks.
• Becausecampaigndevelopmentisonaparallelpathwithdevelopmentofthe2018MarketingPlan,adetailedmediaplanwillbeprovidedasanaddendumtothisplan.Inbroadterms,thecampaignincludes,butisnotnecessarilylimitedto:
Adsmaybeplaceinsometoptouroperator’spublicationstohelpgrowawarenessoftheirtourseries.
INTERNET
ElectronicadvertisingisincreasingwithadsplacedonmajortraveltradeindustryWebsitestocomplementtheaboveprintadvertising.
• TheYellowstoneJournalco-opadvertisingiscontinuingthatincludesprintadvertising,e-mailnameretrievalandWebbanneradvertising.
PROGRAMBUDGET
$20,000
PERFORMANCEMEASURES
• EstablishabaselineofTotalLeisureRoomnightproductionforeachquarterinSaltLakeCountyfor2018.VisitSaltLakewillachieve50%responseratefromSaltLakeCountyHotels.
IMPLEMENTATIONRESPONSIBILITY
VicePresidentofMarketing
TourismSalesManager