5-YE-AR P LEYNA- :R2 01AY1 Av€¦ · 5-YEAR PLAN (2015-2020) GoALs | objEcTivEs | sTRATEGiEs...

strategicmarketing overview5-YEAR PLAN: 2015-2020

Tourism markeTing DisTricT - tmd

visioNmissioNcoRE vALuEs

visioN | missioN | coRE vALuEs

To establish san Luis obispo county as a premiere central

coast tourism destination, and a leader in the california

tourism community.

visionvisioN

missioN

coRE vALuEs


MISSIONincrease tourism revenue by positioning, branding, and

promoting san Luis obispo county as a preferred

destination for regional, national and global

visitors.

visioN

missioN

coRE vALuEs


CORE VALUESvisioN

missioN

coRE vALuEs

Economic GrowthcollaborationintegrityLeadershipQuality of Life

5-YEAR PLAN2015-2020

5-YEAR PLAN (2015-2020)GoALs | objEcTivEs | sTRATEGiEs

goals

increase Demand of the SLO County Destination measured by increased TOT revenues, in concert with strategic and community partners.

increase Awareness of the SLO County Destination utilizing a suite of marketing tools, in concert with strategic and community partners.

1

2


objectives

Expand the visit san Luis obispo county brand to accelerate the destination’s competitiveness in california, reach new domestic markets and build upon key international markets to bolster tourism for the destination.

EXPAND

mANAGE

cREATE


objectives

manage the visit san Luis obispo county brand platform. Lead the integration of a countywide strategic plan working in concert with community partners to reduce duplication of programming, increase efficiency and maximize effectiveness of resources to increase overall reach.

EXPAND

mANAGE

cREATE


objectives

create industry resources (research, education, communication, etc.) backed by current data specific to san Luis obispo county to increase competitiveness against other county destinations. Leverage existing research to extrapolate county-specific information and identify key data points needed to support goals.

EXPAND

mANAGE

cREATE


STRATEGIES

Leverage key assets that are well known and unique in san Luis obispo county.

LEvERAGE

DEvELoP

WoRK

buiLD

iNTEGRATE

cREATE


STRATEGIES

Develop target audience niches, in addition to business and leisure travelers, positioning san Luis obispo county as the go-to destination.

LEvERAGE

DEvELoP

WoRK

buiLD

iNTEGRATE

cREATE


STRATEGIES

Work with tourism partners – hoteliers, wineries, transportation, community partners - to create top of mind awareness for san Luis obispo county bringing new opportunities for increased market share.

LEvERAGE

DEvELoP

WoRK

buiLD

iNTEGRATE

cREATE


STRATEGIES

build upon the marketing tool kit using innovative, technology driven tools and proactive public relations outreach to communicate unified messaging and inspirational brand appeal.

LEvERAGE

DEvELoP

WoRK

buiLD

iNTEGRATE

cREATE


STRATEGIES

integrate group and leisure sales outreach with shoulder-season promotions and film commission positioning to expand upon mid-week and off-season business.

LEvERAGE

DEvELoP

WoRK

buiLD

iNTEGRATE

cREATE


STRATEGIES

create a suite of industry resources — research, education and communication — to position visit sLo county as the tourism leader. Foster communication with tourism partners to create an established set of criteria and necessary data points to increase competitiveness.

LEvERAGE

DEvELoP

WoRK

buiLD

iNTEGRATE

cREATE

mARKETiNGLANDscAPE

cuLiNARY | coAsTAL | cuLTuRAL

TARGET AuDiENcEbusiNEss | LEisuRE

TARGET AUDIENCE

Airport

cal Poly

b-to-b

corporate/Group business

micE

smERF

United Airlines, US Airways

International Student Recruitment, Alumni/

Continuing Education; Industry Expert/Think Tanks

Wine, Tech, Government, Etc.

Wine Tourism Conference, Executive Retreats

Meetings, Incentives, Conferences And Exhibitions

Social, Military, Educational, Religious, Fraternal

TARGET AuDiENcEbusiNEss | LEisuRE

TARGET AUDIENCE

Wine

Family

Active Lifestyle

Romance

Dog-friendly

Tour & Travel

Tasting, Food & Wine

Recreation, Family Reunion/Group Sales

Aquatic, Biking, Hiking, Golf, Sports

Spa, Romantic Getaways, Weddings,

Destination Weddings/Group Sales

Outdoor, Wineries, Hotels

Bus, FIT (Foreign/Free Independent Traveler)

GEoGRAPHic TARGETscALiFoRNiA | DomEsTic | iNTERNATioNAL

california

Northern California

Central Valley

Southern California


domesticLas vegas

Denver

Houston

New Yorkchicago

seattle

Phoenix


international

Australia

chinajapan

France/Germany

canada uK/ireland

bRANDmANAGEmENT



iNDusTRY REsouRcEsResearch Education Industry Communication

industry resources



digital marketing

DiGiTAL mARKETiNG



EvENT mARKETiNG

event marketing



mEDiA/PubLic RELATioNs

Proactive Public Relations | strategic Planning/Positional core messaging

Local media Kit/calendar (Platform) | Resource Library | consumer communications

media/public relations



FiLm commissioN



GRouP AND LEisuRE sALEs

group & leisure sales

conferences, Events & Trade shows | Association memberships/Partnerships

sales missions



ADvERTisiNGWeb | Social Media | Ad Co-ops

Visitor Guide | Radio | Print | TV

advertising/promotions

VISIT SAN LUIS OBISPO COUNTYCENTRAL COAST • CALIFORNIA

in CaliforniaPure Play*

A prime destination for wine lovers, San Luis Obispo County offers a delightful variety of tasting experiences.

With more than 230 wineries vinifying 40 different grape varieties, there is a vintage and venue to satisfy

every preference. Join us for pure play in wine country.

8 0 0 . 6 3 4 . 1 4 1 4 • v i s i t s a n l u i s o b i s p o c o u n t y.c o m

PRomoTioNsSeasonal Promos | Restaurant Month

Wine Month | Dog-Friendly Month

Farmers’ Markets | Holiday Guide

Annual Event Guide

1 COLOR AND SECONDARY ELEMENTS

Wine Star Awards COLOR logos

Badge CMYK

Badge RGBTrophy

© 2011 Wine Enthusiast Media, Inc. Wine Enthusiast Wine Star Awards are registered trademarks. All Rights Reserved.

TEAmsTRucTuRE

TEAm sTRucTuRE

Board of Directors

Event

Director

Marketing

Director

Executive Committee

CEO

team structureEvent

Coordinator

Marketing

CoordinatorOffice

Manager

buDGETALLocATioN

BUDGET ITEM CURRENT NEW % INCREASE

Industry Research & Resources . . . . . . . .$15,000 . . . . . . . . . . .$230,000 . . . . . . . . .1,430%

Digital Marketing . . . . . . . . . . . . . . . . . . . . . . . . .$231,690 . . . . . . . . . . .$450,000 . . . . . . . . . . . .94%

Event Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . $123,221 . . . . . . . . . . .$250,000 . . . . . . . . . . . 103%

Media/Public Relations . . . . . . . . . . . . . . . .$158,920 . . . . . . . . . . . $255,000 . . . . . . . . . . . . 57%

Film Commission . . . . . . . . . . . . . . . . . . . . . . . . . .$20,680 . . . . . . . . . . . . . $75,000 . . . . . . . . . . .275%

Group & Leisure Sales . . . . . . . . . . . . . . . . . . . .$140,186 . . . . . . . . . . .$350,000 . . . . . . . . . . . 149%

Association Memberships . . . . . . . . . . . . . . . .$9,000 . . . . . . . . . . . . . .$15,000 . . . . . . . . . . . . 67%

Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$26,500 . . . . . . . . $1,000,000 . . . . . . . . 3,673%

Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $13,750 . . . . . . . . . . . . . $75,000 . . . . . . . . . . 445%

G&A . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $154,355 . . . . . . . . . . .$300,000 . . . . . . . . . . . 194%

Member Relations . . . . . . . . . . . . . . . . . . . . . . . . .$46,757 . . . . . . . . . . . . . . . . .$0.00 . . . . . . . . . .-100%

TOTALS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$940,059 . . . . . . . .$3,000,000 . . . . . . . . . . . 219%

buDGET ALLocATioN

CURRENT

NEW

$3

,00

0,0

00

$9

40

,05

9

buDGET ALLocATioN

Advertising(Digital, Print,

Broadcast, etc.)

Digital Marketing

Event Marketing

Media/PublicRelations

FilmCommission

Group & Leisure Sales

Associations,Memberships& Partnerships

G&A

Promotions

Industry Research & Resources

33%

15%

8%

10%

8%9%

1%

3%

3%

12%

strategicmarketing overview5-YEAR PLAN: 2015-2020

Tourism markeTing DisTricT - tmd

5-YE-AR P LEYNA- :R2 01AY1 Av€¦ · 5-YEAR PLAN (2015-2020) GoALs | objEcTivEs | sTRATEGiEs...

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