2019 Destination Marketing, Sales & Services...

2019 Destination Marketing, Sales & Services Plan

1901 S Oneida Street, Green Bay, WI 54304 www.greenbay.com - [email protected]

920-494-9507

http://www.greenbay.com/

mailto:[email protected]

Plan Outline Three Year Strategic Destination Direction .

Destination and DMO 2025 Visions DMO Mission, Strategic Focus and Goals

Current Tourism Situation . National and State of Wisconsin Travel Trends and Implications Destination Challenges and Priority Initiatives Critical Factors for Continued Greater Green Bay Tourism Growth and DMO Success

Destination Marketing, Sales and Services . Goal Target Markets Marketing Communications Support Action Plan Agriculture Association, Corporate, Government, Religious & SMERF Meetings Tribal/Native American Sports Events Group Tours Outdoor Recreation Leisure Travel Arts and Cultural Heritage Leisure Travel Culinary Leisure Travel Leisure Travel Green Bay Packers Fans Visiting Friends and Relatives and Pass-Thru Travel Action Plan

Destination Development . Goal Target Projects Development Action Plan

DMO Community Relations . Goal Target Audiences

Community Relations Action Plan

DMO Finance and Administration . Goal Target Audiences Funding/Administration Action Plan

2019 DMO Budget Allocation .

Three Year Strategic Destination Direction The enclosed 2019 Destination Marketing, Sales & Services Plan for Greater Green Bay is aligned to the strategic direction and priority initiatives identified in the 2017–2019 Greater Green Bay Strategic Destination Plan with advice received from more than 75 community/visitor industry leaders and Greater Green Bay CVB board, management and staff. This plan details the annual program of work based on the agreed-to destination and destination marketing organization (DMO) visions, mission and long-term goals.

A summary of the agreed-to strategic direction follows.

Destination and DMO 2025 Visions

Greater Green Bay, with its legendary professional football team and unique waterfront communities, is a year-round and family friendly visitor destination offering diverse entertainment areas and attractions centered on conventions, sports and special events, arts and cultural heritage and recreational travel.

The Greater Green Bay Convention & Visitors Bureau is the recognized destination leader in the development and marketing of the Greater Green Bay brand.

DMO Mission and Strategic Goals

The Greater Green Bay Convention & Visitors Bureau is the regional destination marketing organization committed to improving the visitor experience and increasing the economic impact of tourism to its communities in order to enhance the quality of life for all residents.

Destination Marketing, Sales and Services

To market, promote and service the Greater Green Bay destination and partners through strategies enhancing the awareness and conversion in all targeted markets.

Destination Development

To be a supporter and facilitator of industry and infrastructure product for the proper development of the destination experience.

DMO Community Relations

To communicate the benefits of tourism and the value of the Greater Green Bay CVB to community stakeholders.

DMO Finance and Administration

To be a financially viable, accountable and partner-based organization with a professional staff.

Current Tourism Situation Various economic and travel trends will affect the marketing direction and performance of the Greater Green Bay CVB. Thirteen major national and state travel trends have been identified with implications for Greater Green Bay destination marketing and sales strategies and programs. From the strategic destination planning undertaken, six key prioritized challenges have also been determined along with 17 priority initiatives to be enacted over three years.

National and State of Wisconsin Travel Trends and Implications

Trend Implications 1. More resourceful and sophisticated leisure

traveler – leisure travel expected to grow 1.9% in 2019

Increased amount of social media-driven decision makers – mobile being used more regularly – must be mobile friendly

Further decisions based on discounts and value-added benefits as well as influencer recommendations (multiple)

2. Shared Economy (Marketplaces for lodging, dining, transportation and even special experiences) has become a major change agent in how people travel

AirBNB, VRBO, HomeAway, UBER, Lyft, eatwith, Feastly, etc. are major players in overnight accommodations, transportation and dining. Issues include safety, licensing and taxes – Wisconsin now requires that all homes follow state law and local ordinances

Continuing to grow into new areas such as transportation, food services, special experiences, guide services, etc.

3. WACVB and Wisconsin Department of Tourism Development now working collaboratively in sports and meetings/convention markets

Additional marketing increasing the awareness of Wisconsin as a destination

Increasing competition from cities throughout Wisconsin that were not previously in these markets

New opportunities to partner and collaborate through tradeshows in the M&C, sports, leisure and international markets

Trend Implications 4. Meetings and conventions market

continues to get more competitive making incentives more common when bidding for groups.

Additional meetings and convention space continues to flood the market: Eau Claire is studying the feasibility of a new conference center, Appleton just opened an expanded facility, La Crosse is expanding their center and Milwaukee is also studying a larger facility

Groups are beginning to encourage/expect incentives to accompany proposals.

5. Enhanced experience-based travel activities for groups (meetings and group tour) and some FIT offerings

Signature Experiences will be used as competitive advantage in servicing and selling meetings

More emphasis on emotionally-laden experiential travel stories

6. Increased use of integrated content and social media as a trusted information source, high level of trust in information from local tourism office

Social media is a major travel influencer of vacation choices

Large social media presence on destination websites

7. Video is becoming a preferred social communication tool

Many social media site algorithms prefer video content and profiles that make use of video will rank higher and reach a larger audience

High visual content that has a high emotional impact while telling the community story is more effective

8. Stronger participation in outdoor activities (river/lake, camping, hiking, biking, etc.)

New outdoor story opportunities development – adventure park, trail system, etc.

Increased outdoor recreation and adventure travel promotions

9. International travel is expected to remain steady with 1.9% growth in 2019 – Canada remains largest market followed by Mexico, the UK, Germany, Asian countries

Work with Wisconsin Department of Tourism and Great Lakes sales and marketing efforts to grow visibility

Partner with Oneida Nation, Green Bay Packers and Door County

Travelers have strong interest in cultural and culinary experiences

Trend Implications 10. More attention to mobile “smart phone”

marketing Increased amount of mobile-driven

decision makers

More travel information received and/or booked through mobile devices

11. Business travel to grow 1.7% in 2019 Continue to promote and service both meetings and individual corporate business travel with hotel partners

Opportunity to meet the needs of the combined business-leisure travel market – “Bleisure”

12. Increased marketing partnership with Wisconsin Department of Tourism

Take advantage of the State’s partnership/sponsorship with the Packers and support of WI golf (LPGA & Ryder Cup)

Ongoing visitor-friendly, linked and accountable destination website development

13. Stabilized gasoline prices, aging population and Wisconsin destination appeal

Further marketing in-state and to adjacent states/origin city markets

Baby Boomer and identified age cohort higher discretionary income marketing focus

14. Weaponization of travel Need to be prepared to react to attempts to “ban travel” due to news or business-related activities beyond travel industries control

Keep Crisis Communication Plan up-to-date and keep open lines to ES personnel

Maintain adequate reserve cash to provide flexibility to support marketing campaigns to counteract negative attention.

Sources: 2018 Portrait of American Travelers, Destination Analysts Inc. July 2018

The State of the American Traveler, US Travel Forecast, Destinations International, Tourism Economics, Successful Meetings and Wisconsin Department of Tourism various research reports.

Destination Challenges

1. To design marketing strategies that embrace new technologies that reach out to specific target markets using the budget available.

2. To educate the general public, local leaders and state officials about the importance of tourism and the impact it has on the local economy.

3. To determine the best practices for working with the shared economy (AirBNB, UBER, eatwith, etc.)

4. To agree on a consistent Greater Green Bay community/destination brand.

5. To decide how the DMO participates in and supports new visitor product development.

6. To secure final funding and begin construction of an official Greater Green Bay visitor center.

7. To continue to find additional and stable funding sources for DMO activities.

Completed In Process Not Completed * Added Initiative

Key Initiatives 2017 2018 2019 Destination Marketing, Sales and Services Continued investment in website, social media and database marketing programming

Execution of a targeted destination marketing and sales plan

Agreement on a consistent community/destination and allied DMO brand identity, positioning and messaging using new development (Titletown District, Legends District, etc.)

Local convention leads programming expansion

Development of new meetings and sports websites

Implementation of a multiyear visitor market research program

DMO Community Relations Increased local media tourism programming

Proactive stakeholders communications plan – Tourism Talk

DMO annual report

Destination Development Tourism product development master plan setup

Well-located Greater Green Bay Visitor Center development

Secure funding for Greater Green Bay Visitor Center

Begin construction of the Greater Green Bay Visitor Center*

Grow Greater Green Bay branded Tourism Insider Program (sales and service training program)

Work with Attractions to develop “Experiences”*

Develop Group Market website content*

DMO Finance and Administration Funding alternatives strategy development

DMO performance measurement scorecard compilation

DMO international accreditation compliance

Not-for-profit 501(c)3 organization

2019 Destination Marketing, Sales & Services Plan 1

Greater Green Bay Convention & Visitors Bureau .

Critical Factors for Greater Green Bay Tourism and DMO Continued Success

Strong and engaged Board of Directors and executive leadership

Creative and entrepreneurial professional staff

Focus on targeted convention/meeting/tradeshows business, including KI Convention Center, Radisson Conference Center, Lambeau Field, new Exposition Center and other ancillary meeting space

Development on new Exposition Center to replace the aging Brown County Veterans Arena and ShopKo Hall

Focus on sports event market

Focus on marketing technology capabilities (digital, social, targeted)

Focus on specialized niche leisure markets

Development of state-of-the-art visitor education center

Communications with tourism partners and other stakeholders

Strong relationship with the Wisconsin Department of Tourism

Adherence to achievable and accountable DMO program returns and reporting

Full implementation of an agreed-to strategic destination plan

Diversified destination marketing funding options

Development of cruise ship visits



Destination Marketing and Sales The annual focus of the Greater Green Bay CVB in this strategic goal attainment is to drive more visitors to Greater Green Bay and partnering communities through an overall destination marketing communications support effort and a thirteen target market strategy approach. The key marketing support and targeted sales/services strategies with action plans follow.

Goal

To increase the awareness of the Greater Green Bay visitor experience by target market through effective sales and marketing strategies.

Target Markets

Agriculture

Association, Corporate, Government, Religious & SMERF Meetings/Conventions

International

Sports Events

Tribal/Native American

Group Tours

Outdoor Recreation Leisure Travel

Golf Enthusiasts

Arts and Cultural Heritage Leisure Travel

Culinary Leisure Travel

Leisure Travel

Green Bay Packers Fans

Visiting Friends and Relatives and Pass-Thru Leisure Travel



Marketing Communications Support

The specific activity support to the overall Greater Green Bay destination marketing effort is detailed as follows.

Marketing Communications Support Action Plan

Action Plan

2019

Q1 Q2 Q3 Q4 Implementation of annual destination marketing, sales and services plan

Execution of target market/audience strategies and action plans

Development of online special interest/niche travel itineraries

Implementation of integrated promotional campaigns to top drive-in markets

Utilization of destination/Greater Green Bay brand platform including key messaging

Ongoing promotional collateral user needs assessment

Market destination website with social media and online tools

Effective use of opt-in electronic newsletters for all marketing channels

Continued targeted database development and related e-communications using iDSS software - Cyclone

Development of effective visitor guide and map as marketing, sales and services collateral piece

Grow distribution routes for Visitor Guide in Wisconsin and N. Illinois

Continue to develop and grow a successful travel journalist strategy that generates earned media to market Greater Green Bay brand

Use Discover Wisconsin partnership to market through all available DW channels

Market Calendar of Events through all channels

Measurable Objectives

Promotional/advertising inquiry response rates



Website statistical analysis

Increased social media numbers

Email database reaches 130,000 leisure traveler contacts

Earned media article and advertising equivalent totals

Destination Publicity:

YTD $700,000

Media Value



Agriculture

Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment.

Positioning

Brown County and Kewaunee County have dairy farms that are available for touring

Brown County and Kewaunee County have wineries/vineyards that are available for touring

Area cheese factories and stores provide an excellent product and can also provide an educational component for tour groups, travel writers and individual travelers

Many restaurants now offer “farm-to-table” experiences

Green Bay Botanical Garden offers new garden/culinary experiences for visitors

Messaging

Wisconsin is branded as “America’s Dairyland” or the “Dairy State” and has a longstanding image as a dairy producing state

Greater Green Bay can provide several experiential opportunities

Proximity to town centers makes it easy to enjoy both rural agriculture and city amenities

Oneida Nation – Buffalo and Tsyunhehkw Certified Organic Farm

Great products (“award-winning wines and cheese”, etc.)

Farmers Markets feature many locally grown products

The Cannery offers Public Market and “farm-to-table” educational and dining opportunity

2019 Action Plan Q1 Q2 Q3 Q4 Marketing Activities

Agritourism itinerary for the motorcoach tour market

Use social media tools to promote farmers markets, farm-to-table opportunities



Sales Activities

Telemarketing and direct sales to convention and group travel markets

Membership in Circle Wisconsin

Membership in Wisconsin Agricultural Tourism Association

Membership in MPI and ASAE

Develop new tradeshow collateral materials and attend show(s) attended by agricultural market planners

Evaluate potential agritourism tradeshows

Services Activities

Provide all CVB services as outlined in the CVB Services Directory


Included in total leads and potential leads goals

Included in total event services goals



Association, Corporate, Government, Religious & SMERF Meetings

The Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment.

Positioning

KI Convention Center provides first-class, convention and meeting space

Addition of four star hotel accommodations opens new opportunities

Development of Titletown – Bellin Health Sports Medicine & Orthopedics Clinic & Titletown Tech opens opportunities to pursue new markets in sports medicine and technology

Unique meeting venues such as Lambeau Field, National Railroad Museum, Green Bay Botanical Gardens, Automobile Gallery, etc.

National/International headquarters for several companies.

Greater Green Bay Chamber partnership provides opportunities to “backyard” market to local businesses and to work with economic development professionals to pursue new markets

St. Norbert Abbey, St. Francis Xavier Cathedral, National Shrine of Our Lady of Good Help and Assumption of the Blessed Virgin Mary

Medical community is a major sector of local economy – four major hospitals and Veterans Administration Clinic – Medical College of Wisconsin and Bellin College

Several higher learning institutions including the University of Wisconsin – Green Bay, St. Norbert College, Northeast Wisconsin Technical College and Bellin College

Located near two maritime museums and four shipbuilders

Airport accessibility for attendees and speakers

Easy highway access for attendees and speakers after completion of I-41 construction project

Strong community name recognition

Hotel variety (a number offer government rates)



Messaging

Convention center has riverfront and city views

Connected overflow hotels – variety of lodging options within walking distance of the KI Convention Center making for a fantastic downtown convention package

Unique meeting venues, Resch Center for large group events and development of new exhibition center

Additional four-star product now available

Considerable new development at attractions and venues throughout Greater Green Bay

Due to Green Bay Packers, known destination that is desirable and will help to drive attendance at event

Supportive and accessible local government

Only Vatican-designated Marian Apparition Shrine in the United States, also recognized as a National Shrine

Home to four major hospitals, a veterans administration clinic and several medical schools

Hub for higher education with several colleges and nearly 50,000 students

Tremendous maritime history with museums and shipbuilding – great place for military reunions

Affordable and safe, easy parking

Easily accessible via Green Bay International Airport and outstanding interstate highway system

CVB offers complimentary services

Variety of extra-curricular activities available in area including new Signature Experience developed by CVB and partners



2019 Action Plan Q1 Q2 Q3 Q4 Marketing

Targeted online advertising for meetingreenbay.com

Social media targeted ads to planners

Targeted print advertising

Direct mail – niche markets

Meeting planner e-newsletter

Market KI Convention Center website

WSAE Sponsorship

Maintain relationships with meetings publication editors and writers

Sales

Research, develop and distribute 225 convention and meetings leads to hotels and meetings venues

Tradeshows – Helms Brisco ABC Conference, Connect Marketplace, PCMA, Small Market Meetings, IMEX, Connect Faith, Destination Showcase, ASAE, Military Reunion Tradeshow, Holiday Showcase

Tradeshow sponsorships – partner with the Wisconsin Department of Tourism – WACVB

Host Small Market Meetings Conference at the KI Convention Center, Lambeau Field and the Radisson Hotel & Conference Center

Host Madison meeting planner luncheon and marketplace with lodging partners – tables for lodging reps to display materials and visit with planners

Continue cross-promotional partnership with the South Bend, Indiana CVB and hold a promotional event

Partner with PMI to pursue large religious conferences/events for Resch Center or the new exposition center

Develop relationships with third-party meeting planners by attending Helms Briscoe conference and Connect



Host a Madison event for meeting planners

Sales calls – Madison, Milwaukee and Chicago

Sponsor and attend Association Forum Chicago events to gain visibility and develop a rapport with Chicago planners

Maintain and participate in industry related memberships: Circle Wisconsin, MPI, WSAE, Helms Brisco, CVENT, MPI Chicago, Small Market Meetings, Association Forum

Research, develop and distribute group tour leads to hotels, attractions and restaurants

Sell Greater Green Bay Signature Experiences as added benefit to booking Greater Green Bay for conventions and meetings

Partner and work with attractions and DMOs located on the Wisconsin Religious Trail to develop itineraries and marketing messages

Services

Provide all CVB services as outlined in the CVB Convention Services Directory

Provide CVB Services to group tour planners to aid in booking tour groups into the Greater Green Bay market

Pitch new Green Bay Signature Experiences

Brochure Distribution


Click through rate on all web ads and e-newsletters

Stories written about the Green Bay meetings products and services

Total leads generated and potential room nights

Total event services provided

Green Bay Signature Experiences sold to groups



International


Positioning

Oneida Nation - tribe with long-standing history and a great tourism product

Green Bay Packers provide international recognition as a destination

Wisconsin is positioned between two international gateway airports (Chicago and Minneapolis/Saint Paul)

Great Lakes region is internationally recognized by travel professionals and travelers

Messaging

Native American cultural and heritage that can be experienced by visitors, including new Oneida Signature Experience.

Home of Green Bay Packers and Lambeau Field with numerous area attractions that can be enjoyed by visitors

Easily accessible through Midwestern gateway airports

Friendly people of the Midwest – heart of America


Advertise with the Wisconsin Department of Tourism in the Brand USA publication, Inspiration Guide

Market Greater Green Bay with a “City” page on Discover America’s international website through co-op with the Wisconsin Department of Tourism

Participate in FAM Tour opportunities offered by the Wisconsin Department of Tourism and/or Great Lakes USA

Interact with international market through social media (i.e. UK Packers Fans, Germany, Mexico, Australia, etc.)

Work with international journalists to generate stories on Greater Green Bay in international publications



Sales

Attend IMEX tradeshow (incentive, meetings, events and exhibitions)

Attend IPW convention (International FITs and groups)

Sell Greater Green Bay Signature Experiences to international groups as a way for international visitors to immerse themselves in Greater Green Bay culture and attractions

Create international sales materials for tradeshows

Services

Provide all CVB services as outlined in the CVB Services Directory in international meetings, events and exhibitions

Provide CVB services to receptive tour operators, as well as international tour operators


Stories written by journalists

Leads sent to members

Room nights generated by receptive operators

Signature Experiences sold to international FITs and groups



Sports Events


Positioning

Strong sports-friendly image of community by sports event planners throughout the United States and world-wide recognition of “Green Bay” brand of Packers

Great local organizers and facilities

Seven park and recreation departments in metro area

Availability of college and high school athletic fields, floors and facilities

Availability of quality ice sheets including an Olympic sized ice sheet

Availability of multi-use baseball/soccer facility – Capital Credit Union Park

Olympic training center for US Curling

Green Bay Metro Boat Launch

Quality fisheries

Green Bay Brown County Professional Football Stadium District support

Wisconsin Department of Tourism Ready, Set, Go! Grants

Development of new exhibition center will provide opportunities for indoor sports events that our market could not accommodate previously

Messaging

Sports group - friendly hotels (understand how elimination tournaments work)

High quality facilities with great local organizers, including new Capital Credit Union Park and new exposition center

Airport accessibility for athletes, families and fans

Easy highway access for athletes, families and fans

“Big fish in a little pond”

Affordable



Due to Green Bay Packers, known destination that is desirable and will help to drive attendance at event

Have hosted very successful major events for the NFL, NCAA and USOC

Affordable and safe, easy parking

Complimentary services

Online housing


Social media targeted ads to sports event rights holders

Promote sportsingreenbay.com

Target marketing (direct mail promoting sportsingreenbay.com)

Targeted email promoting website

Sales

Research, develop and distribute sports leads to hotels and sports facilities

Seek out new events to fit new facilities (log rolling, kayak, kubb, etc.)

Maintain and participate in industry-related memberships to mix with sports planners

Tradeshows – NASC and TEAMS

Sales mission and promotional event to Colorado Springs to call on USOC governing bodies

Grow regional partnership with Fox Cities CVB

Actively participate in Sports Wisconsin activities and support the work of the committee

Services



Provide CVB services for: WIAA Girls and Boys Volleyball and Girls Basketball, Great Northwest Basketball League, Green Bay Cellcom Marathon, Bellin Elite Football Combine, WAMO Pool Tournament and Ride Across Wisconsin


Stories written by journalists that include Greater Green Bay sports events and facilities

Completion of direct mail piece

Total leads generated and potential room nights

New events confirmed

Total event services provided



Tribal/Native American


Positioning

Oneida Nation - tribe with long-standing history

Multiple attractions and events (tours, museum, orchard, organic farm, buffalo farm, etc.)

Completion of the Oneida Longhouse provides another great attraction for tour groups and individuals

New Oneida Signature Experiences

Oneida Nation Tourism Department and hotel Sales Department

Progressive

Expanded casino

Hotel/conference center

Reservation tours

Messaging

Rich cultural heritage

Tourism focused with support staff and services

Meeting and conference space

Motor coach/group friendly

Casino and other attractions


Public relations - travel journalists and travel agent familiarization tours

Visitors Guide feature



greenbay.com content

Promote events in social media

Promote in e-newsletters

Sales

Research, develop and distribute convention and meetings leads to hotels and meetings venues

Maintain and participate in industry-related memberships to mix with planners

Tradeshows – Partner with the Radisson on meetings and group tour tradeshows and with Oneida Tourism on leisure shows, group tour shows and IPW


Services

Provide all CVB services as outlined in the CVB Services Directory

Provide CVB services to group tour planners to aid in their booking tour groups into the Greater Green Bay market

Brochure Distribution


Stories written by journalists that include the Oneida Nation and its attractions (included in overall stories written goal)

Click through rate on all e-newsletters

Total leads generated and potential room nights (included in total goal)

Total event services provided (included in total goal)

Total group tour leads generated (included in total goal)

Total group tours serviced (included in total goal)



Group Tours


Positioning

Wide variety of tour group friendly attractions, restaurants and hotels

New Signature Experiences product available to groups

Affordable

Airport accessibility for air tours

Easy highway access from south, west and north

Proximity to Door County

National Shrine of Our Lady of Good Help and other related attractions

Packers name recognition

Nicolet Bank Tall Ships returns July 26-28, 2019

Creation of new experiential product at attractions

Messaging

Wide variety of tour group friendly attractions, restaurants and hotels

CVB concierge services

New itineraries, new activities and experiences and new theater events


Print advertising when opportunities arise throughout the year

Design and print group tour sales sheet

Social Media targeted ads to group tour planners

Promote new Signature Experiences product

Sales




Participate in the 6th Annual Circle Wisconsin Midwest Marketplace and sponsorship of marketplace events

Tradeshows – American Bus Association, Midwest Marketplace, Travel Alliance Partners (TAP), Going on Faith and Select Travel

Sell Greater Green Bay Signature Experiences to group tours

Develop additional itineraries focusing on new activities and new Signature Experiences

Develop and grow partnership with C&M Presents (local receptive tour operator)

Maintain Circle Wisconsin membership and actively participate in organization’s activities

Services

Provide complimentary itinerary planning assistance to tour operators

Provide complimentary promotional items as arrival gifts

Offer tour guide services for local and Algoma tours


New Signature Experiences booked for Greater Green Bay

Stories written by journalists that include Greater Green Bay group tour opportunities

Response rate from Direct Mail piece

Total leads generated

Total group tours serviced



Outdoor Recreation Leisure Travel


Marketing Strategy Direction, Positioning and Key Messages

Market and Product Development Strategy

Positioning

Four season outdoor recreation, sports and events destination

Waterfalls – Fonferek Glen and Weguiock Falls

Cabela’s is a magnet for the outdoor enthusiast

NEW Zoo and Brown County Adventure Park at the Brown County Reforestation Camp

Outstanding waterways – Bay of Green Bay, Fox River, Lake Michigan

Variety of water related activities – new Fox River Tours cruises, kayaking on the Fox, fishing (including charter), boating, water sports, beach, etc.

De Pere Riverwalk/Green Bay CityDeck

Wildlife activities – birding, NEW Zoo, Bay Beach Wildlife Sanctuary, Barkhausen Waterfowl Preserve

Camping

Outstanding trail system

Biking (Baird Creek, Fox River Trail, Mountain Bay Trail, Brown County Reforestation Camp, etc.)

Segway tours

Messaging

Four season outdoor destination- “Experience four seasons”

Waterways and trails

Family outdoor recreation

Boating opportunities (including great “dock and dine” options) – full service marina

Affordable and easily accessible



Excellent golf courses with readily-available tee times


Niche marketing to targeted audiences

Public relations/photography

Feature outdoor and recreational opportunities in Visitor Guide

Promote outdoor and recreational opportunities on greenbay.com and in blog posts

Include special events and attractions in printed Calendar of Events

Provide the Department of Tourism with updated information for their Fall Color Report

Pursue targeted travel writers

Obtain photography that may be used by travel writers

Sales

Promotion by sales and motorcoach group sales teams

Actively participate in Harbor Towns partnership

Develop additional itineraries focusing on new activities and experiential tourism

Partner with Brown County Parks and Recreation Department and municipal parks and recreation departments to develop and promote opportunities for visitors

Services

Brochure distribution


Stories written by travel writers that include Greater Green Bay outdoor opportunities

Brochures distributed

Inquires received from integrated advertising program



Golf Enthusiasts


Marketing Strategy Direction, Positioning and Key Messages

Market and Product Development Strategy

Positioning

Hosting Oneida Thornberry Creek LPGA Classic Golf Tournament July 2-7, 2019

14 area golf courses providing many different golfing experiences

Seasonal activity in three quarters

Close to Internationally known Kohler courses

Messaging

Hosting Oneida LPGA Classic Golf Tournament July 2-7, 2019

Thornberry Creek at Oneida is the official golf course of the Green Bay Packers

14 area golf courses many of which offer special packages

Close to Internationally-known Kohler courses

Excellent golf courses with readily available tee times

Ryder Cup coming to Wisconsin (Kohler) September 25-27, 2020


Social media promotions for event encouraging visitorship and providing area info for attendees

Include in CVB publications (visitor guide, calendar of events, etc.)

Generate national exposure through LPGA event signage (caddie bibs, tee fence signage, etc.)

Generate national exposure through LPGA event website with link to greenbay.com



Distribute event information to all media outlets and travel publication editors and journalists

Sales

Host meeting planners, sports planners and stakeholders in 18th Hole reception tent at Thornberry Creek LPGA Classic

Promote LPGA Thornberry Creek Classic at all sports tradeshows and sports sales trips

Promote LPGA Thornberry Creek Classic and 2020 Ryder Cup at IPW

Promote LPGA Thornberry Creek Classic at all group tour shows

Services

Provide LPGA Classic on-site visitor information and services/assistance throughout event


Stories written by travel writers that include Greater Green Bay golf courses





Arts and Cultural Heritage Leisure Travel


Positioning

Thriving Arts Community that includes – theater, music and visual

Variety of Museums – Neville Public Museum, National Railroad Museum, Heritage Hill State Historical Park, Oneida Nation Museum, Green Bay Packers Hall of Fame, Hazelwood Historic House and numerous other small museums

Rich History – oldest permanent settlement in Wisconsin (one of oldest in America)

Neville Museum’s permanent exhibit on history of Greater Green Bay being rebuilt

Concerts and events – from major touring events to local bands in parks numerous opportunities exist to enjoy live music such as Fridays on the Fox, Botanical Garden, Heritage Hill, etc.,

Galleries – Gallery Nights – Artstreet – Artigras

Festivals – Oneida Nation PowWow, Hmong

Messaging

Large variety of offerings and costs from great museums to relaxed free concerts in our parks

Greater Green Bay Signature Experiences – Oneida Nation, National Railroad Museum, Neville Public Museum, Heritage Hill

200th Anniversary of Brown County Exhibit and Events continue

Lambeau Field Art Gallery tours

Pulaski Polka Days celebrates Polish heritage

Artigras and Artstreet- large juried art fairs

New permanent exhibit at Neville will share our history

Resch Center- one of three venues for national acts in Wisconsin




Feature area arts and cultural heritage opportunities in the annual Visitor Guide

Targeted group tour promotions of heritage experiences

E-newsletter to leisure opt-in email list

Promote arts and cultural heritage opportunities on greenbay.com and in blog posts

Include in summer Attractions Brochure

Feature opportunities for visitors to enjoy arts and cultural heritage events in the printed and online Calendar of Events


Obtain photography that may be used by travel writers

Sales

Promote and sell using the Mobile Visitor Center at festivals and events

Promotion by sales and motor coach teams

Develop itineraries focusing on new activities and experiential tourism that connect with arts and cultural heritage

Sell Greater Green Bay Signature Experiences to as a way for visitors to immerse themselves in the culture and art in Greater Green Bay

Include arts and cultural heritage organizations and attractions in CVB Attraction Meetings

Services

Plan and execute Attraction Showcase to promote opportunities available to visitors and residents

Include in brochure distribution system


Stories written by travel writers that include Greater Green Bay arts and cultural heritage opportunities



Culinary


Positioning

Wineries and micro-breweries

Cheese & candy makers

Variety of cuisines at varying price points

Unique local favorites (cheese curds, brats, booyah, chili with noodles, etc.)

Culinary tours & classes

Farmers markets

Specialty food shops (Wienke’s, Nala’s, The Cannery, etc.)

Messaging

Five-star dining at affordable prices

Greater Green Bay Signature Experiences – Parallel 44 & Green Bay Botanical Garden

Restaurant Week – July 11-18, 2019

Culinary festivals, events, river cruises

Regionally-inspired dining


Feature area culinary specialties and opportunities in the annual Visitor Guide

Print and internet advertising campaign

Blogs distribution online with referrals to greenbay.com

Electronic newsletter to leisure market



Pursue targeted travel writers and provide them with quality photography and editorial submissions

Include culinary opportunities in the Convention Services Directory and Dining Guide

Sales

Research, develop and distribute group tour leads to restaurants

Develop itineraries focusing on new activities and experiential tourism

Sell Greater Green Bay Signature Experiences as a way to visitors as a way to immerse themselves in a culinary experience such as using herbs or using all senses to enjoy wine, etc.

Feature restaurants and Greater Green Bay culinary opportunities at annual CVB Holiday Reception

Gift baskets

Cultivate partnership with Brown County Restaurant Association

Services

Include culinary opportunities in convention spouse tours

Utilize culinary products in CVB gift baskets for planners and VIP visitors

Utilize culinary products for tradeshow giveaways to promote the many culinary opportunities in the area


Stories written by travel writers that include Greater Green Bay culinary opportunities


Number of meals generated by Restaurant Week

Group tours booked that feature culinary activities

Response rate from marketing/advertising campaigns

Total group leads generated

Total group tours serviced



Leisure Travel


Positioning

Large variety and quantity of family and couples friendly attractions

Drive market

Affordable and easily accessible

Large variety of shopping opportunities – Bay Park Square, Cabela’s, Broadway, Olde Main, Military Avenue, De Pere, Urban Village on Lineville Road in Suamico, etc.

Strong name recognition due to popularity of the Green Bay Packers

Messaging

Kid-friendly, safe, affordable

Educational opportunities

New Greater Green Bay Signature Experiences (some available to public at set times)

Nicolet Bank Tall Ships – July 26-28, 2019

Attractions – Bay Beach Amusement Park, Brown County Adventure Park, NEW Zoo, Green Bay Children’s Museum, etc.

Opportunities for indoor and outdoor fun


Integrated print, web, and broadcast advertising campaign

Electronic newsletter to Leisure Market

Visitor Guide features

Promote travel on greenbay.com and all social media outlets

Radio interviews – public relations efforts to promote events



Use online and printed Calendar of Events to promote family activities and opportunities

Social interaction online with travelers asking questions

Pursue targeted travel writers - Compile ongoing lists of new family friendly attractions/events to promote to travel writers, etc.

Provide travel writers with high quality photography and creative editorial submissions

Pursue media interviews

Sales

Use Mobile Visitor Center and/or Golf Car at high attendance visitor events to educate visitors on other opportunities

Encourage convention, meetings and sports groups to bring their families when attending events in Greater Green Bay

Tradeshows – Chicago Adventure Travel Show

Develop and distribute a Coupon Book providing special deals in Greater Green Bay and Algoma

Plan and execute Attraction Showcase to promote family opportunities available to visitors and residents

Attend Wausau Business Expo with Lodging Association

Services

Attraction Meetings

Brochure distribution route in Wisconsin, N. Illinois, Door County

Local brochure distribution network


Stories written by travel writers that include Greater Green Bay family vacation opportunities


Click-through rate from e-newsletters

Website and social media usage rates




Green Bay Packers Fans


Positioning

Historic Lambeau - oldest continuously used stadium

Historic home of NFL’s most storied franchise

Titletown development provides fun and entertainment throughout the year

Worldwide recognition and fan base

Large number of Packers-related attractions

Team connection to Downtown Green Bay businesses

Messaging

Celebrating 100 years during 2018-2019 season with numerous special activities

Great opportunities to connect with the Green Bay Packers when visiting area

Historic Lambeau Field activities include the Packers Hall of Fame, Stadium Tours, the Packers Pro Shop and 1919 Kitchen & Tap

Titletown features sledding, skating, business, entertainment

Packers Training Camp provides fans of all ages an opportunity to interact with players, coaches and staff

Many attractions are connected to the Green Bay Packers: Oneida Walk of Legends, Packers Heritage Trail, Packers Heritage Trail Trolley Tours, Hometown Advantage Exhibit (Neville Museum)

Sports-friendly restaurants




Market 100th Anniversary of the Green Bay Packers as permitted

Integrated print, web, and broadcast advertising campaign

Electronic newsletter to Leisure Market – full newsletter prior to the opening of Training Camp and mentions in others

Visitor Guide will feature Green Bay Packers activities

Promote on greenbay.com and all social media outlets

Interact with traveling fans via social media

Use public relations and social media to promote Titletown District

Use online and printed Calendar of Events to promote Lambeau Field activities and opportunities


Provide travel writers with high quality photography and creative editorial submissions


Sales

Use as part of sales and promotion message for conventions and meetings, sports events and group tours

Tradeshows - Helms Brisco ABC Conference, Connect Marketplace, Small Market Meetings, IMEX, CVENT, Connect Faith, Holiday Showcase, IPW, TAPS, ABA, NTA and the Circle Wisconsin Midwest Marketplace

Partner with Lodging Association to conduct familiarization tours as needed and a Sales Blitz using iDSS database planners

Use Green Bay Packers give-away items at tradeshows and in gift baskets for planners and VIPs



Services

Organize and host quarterly Attraction Meetings to provide a platform for communication between attractions and encourage cross-promotion

Plan and execute Attraction Showcase to promote family opportunities available to visitors and residents

Brochure distribution route in Wisconsin, N. Illinois, Door County

Local brochure distribution network

Mobile Visitor Center at Green Bay Packers Shareholder Meeting and Green Bay Packers Training Camp


Stories written by travel writers that include the Green Bay Packers and the many opportunities available in the community to connect with the team

Inquiries received from integrated advertising program

Click-through rate from e-newsletters




Visiting Friends and Relatives and Pass-Thru Leisure Travel


Positioning

Greater Green Bay offers visitors a tremendous number of attractions, dining and lodging opportunities

Many residents aren’t aware of everything our community has to offer visitors

Messaging

Greater Green Bay is a perfect place for a “Staycation”

Our community has more to offer than most communities our size

Invite your friends and family to come and visit and take them to our community’s many attraction and restaurants


Provide local journalists with creative editorial submissions that support the work of the CVB and educate residents on the many opportunities the community offers

Promote greenbay.com when possible locally to encourage residents to use the online Calendar of Events to educate themselves on local events


Mobile Visitor Center at events (farmers’ markets, local university family days, etc.)

Sales

Plan and execute Attraction Showcase partner with the Chamber of Commerce to bring in the public to visit with attractions

Use Greater Green Bay Restaurant Week to educate residents on the many culinary opportunities available in Greater Green Bay



Use the Mobile Visitor Center to gain visibility for the tourism industry and to educate residents of opportunities by participating in local events

Establish partnerships with local real estate companies to provide new residents with information on attractions, restaurants, events, etc.

Encourage residents to plan family reunions locally

Services

Support community by having staff sit on local boards to educate on tourism and the many opportunities available in our community


Stories written by local media that educate on tourism and provide visibility

Participation and attendance at Attractions Showcase

Participation in Greater Green Bay Restaurant Week

Mobile Visitor Center usage days



Destination Development The annual focus of the Greater Green Bay CVB in this strategic goal attainment is to be supportive of the economic development projects that will improve and grow the visitor experience in Greater Green Bay.

Goal

To improve the level of visitor retention and loyalty through active support of brand development and delivery of unique experiences.

Target Projects

Tourism product development master plan setup

Complete fundraising for a strategically-located Greater Green Bay visitor center

Begin construction of a strategically-located Greater Green Bay visitor center

Grow “Tourism Insider” training program – Greater Green Bay’s branded sales training program

Promote new Greater Green Bay Signature Experiences

Development Strategy Direction, Positioning and Key Messages

Positioning

Greater Green Bay has more high quality visitor attractions than most communities this size and newly developed Signature Experiences provide visitors with experiences unlike offerings in other destinations

Many visitor facilities have expanded over the last 1-3 years

There is opportunity for the CVB to be an active participant in encouraging the growth and development of tourism product in Greater Green Bay

Messaging

Tourism is economic development and the CVB should be an active participant in encouraging growth and development of tourism product

The CVB is a respected community organization and is in a position to help influence support for important tourism projects

The CVB’s new visitor education center will help with workforce and business recruitment efforts – strategic partnership with the Greater Green Bay Chamber



Action Plan 2017 2018 2019 Establish a staff-led task force to develop a business plan and marketing plan for a new visitor information center

Establish a board-led task force and develop a plan to finance a new visitor information center

Break ground on new Greater Green Bay Visitor Center

Continue growing the Tourism Insider Greater Green Bay branded sales and service training program

Continue developing additional Greater Green Bay Signature Experiences to provide visitors with more opportunities to enjoy a unique experience and assist tourism partners by developing additional revenue streams

Work closely with Advance, Greater Green Bay Chamber and local economic development groups to pursue conferences and conventions that support local economic development efforts

Establish a Board led task force and work on the development of a community agreed upon tourism product development master plan


Task force established and plan for new visitor information center developed

Board and staff task forces established and plans for operating, marketing and financing new VIC in place

Branded sales and service training program grown into community asset with 500+ Tourism Insiders trained by the end of 2019

Task force established community tourism product development master plan developed



DMO Community Relations The annual focus of the Greater Green Bay Convention & Visitors Bureau in this strategic goal attainment is to be informative and persuasive in the understanding and value of tourism and the proactive organization effort required to market and promote to visitors. The overall targeted community relations strategy with action plan follows.

Goal

To raise the profile and value of the Greater Green Bay tourism industry.

Target Audiences

Visitor industry partners

Government officials

Business/corporate leaders

Education Partners (NWTC, St. Norbert College, UWGB, Bellin College, local school districts)

Media editors/representatives

Residents

Community Relations/Advocacy Strategy Direction, Positioning and Key Messages

Audience Penetration and Development Strategy

Positioning

Community with a large variety of high quality tourism products

Visitor spending impact in Brown County continues to rank 5th in Wisconsin

Ability to pay all bonds on KI Convention Center (and expansion) and the Resch Center are both dependent on the generation of room tax dollars from visitors

Messaging

Greater Green Bay is fortunate to have a large number of high quality visitor attractions

Tourism revenue generated by visitors is highly sought after by many communities and requires an innovative marketing and sales plan with a solid budget to make certain Greater Green Bay’s message is heard by visitors when they are making their travel plans



Action Plan 2017 2018 2019 Engage local media in tourism programming and activities

Establish a tourism/visitor industry coalition

Maintain proactive communications with Tourism Talk and other pertinent information

Maintain annual tourism summit/meeting

Develop and distribute annual report on tourism impact and CVB productivity

Actively work with Greater Green Bay Chamber to develop partnerships that benefit both organizations and our memberships through cross promotion, partnering on educational and special events

Develop a program to provide duo partnerships providing area businesses with the opportunity to join both the CVB and the Chamber at a discounted rate

Host event during Thornberry Creek LPGA Classic for clients, partners and stakeholders


Stories from local media on tourism issues and activities

12 Tourism Talk issues with relevant information on CVB activities and goal measurements

Establishment of local tourism coalition

Development and execution of annual tourism summit

Design and distribution of Annual Report on tourism impact and CVB productivity



DMO Finance and Administration The annual focus of the Greater Green Bay Convention & Visitors Bureau in this strategic goal attainment is to operate and lead a relevant and credible destination marketing organization through a three target audience strategy approach. The overall targeted finance/administration strategy with action plan follows.

Goal

To operate as a fiscally responsible business with effective research-based planning and committed partnerships.

Target Projects

Develop an alternative funding strategy



Not-for-profit 501(c)6 compliance

Non-profit 501(c)3 compliance support for Experience Greater Green Bay

Funding/Administration Strategy Direction, Positioning and Key Messages

Positioning

Greater Green Bay Convention & Visitors Bureau Board of Directors/Executive Committee has monthly oversight of organization’s financial reports

CVB completes an extensive audit with a professional accounting firm on an annual basis

CVB is under-funded when compared to nearly all of the competing CVBs in Wisconsin

Accredited by the DMAI’s (Destination Marketing Association International) Destination Marketing Accreditation Program

Messaging

The CVB operates with transparent oversight of the CVB Board of Directors

The CVB is audited by a professional accounting firm on an annual basis

The CVB is one of only 200 accredited destination marketing organizations in the world



The CVB needs additional funding in order to maintain market position and effectively compete with other CVBs in Wisconsin and throughout the Midwest

Action Plan 2017 2018 2019 Staff will work with the Board of Directors to identify alternative funding sources


Not-for-profit 501(c)3 organization established for visitor center operation



DMO accreditation (DMAP)

Performance measurement scorecard

Alternative funding sources identified and presented to board



2019 DMO Budget Allocation Organization Revenue

Room Tax $1,787,685 83%

Grant Revenue $116,310 5%

Online Housing Sales $25,200 1%

Advertising $131,500 6%

Sponsorships $16,000 1%

Partnerships $72,000 3%

Miscellaneous $13,910 1%

Total Organization Revenue $2,162,605

Departmental Expenses

Sales & Services $739,678 35%

Marketing $604,171 28%

Tourism $358,430 17%

Partnerships $167,918 8%

Operations $267,779 12%

Total Departmental Expenses $2,137,976

2019 Added Opportunities $24,629

2019 Destination Marketing, Sales & Services...

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