Myrtle Beach Communication Plan

36
Myrtle Beach Emily A. Jessica C. Anna H. Jessica N. Krista N.

description

 

Transcript of Myrtle Beach Communication Plan

Page 1: Myrtle Beach Communication Plan

Myrtle Beach

Emily A.

Jessica C.

Anna H.

Jessica N.

Krista N.

Page 2: Myrtle Beach Communication Plan

+PROBLEM

n From 2007 to 2009, Myrtle Beach has seen a 9% in tourism over the winter months.

Page 3: Myrtle Beach Communication Plan

+OBJECTIVE

n To increase tourism in Myrtle Beach by 3% from October to March for the 2012-2013 season.

Page 4: Myrtle Beach Communication Plan

+MEASURING SUCCESS

n Examine increased winter resident revenue:

1.  Lodging

2.  Transportation

3.  Shopping

4.  Food

5.  Entertainment

Page 5: Myrtle Beach Communication Plan

+WHO WERE TARGETING…

n Snowbirds: n “A person who migrates from northern

to southern states when the mercury in the thermometer drops.”

Page 6: Myrtle Beach Communication Plan

+SNOWBIRDS

n  Retired person

n  Age 55+

n  Income of $60,000+

n  Relaxed and leisurely lifestyle

Page 7: Myrtle Beach Communication Plan

+WE’RE NOT TARGETING:

Page 8: Myrtle Beach Communication Plan

+ WE’RE TARGETING:

Page 9: Myrtle Beach Communication Plan

+ WE’RE TARGETING:

Page 10: Myrtle Beach Communication Plan

+ WE’RE TARGETING:

Page 11: Myrtle Beach Communication Plan

+ WE’RE TARGETING:

Page 12: Myrtle Beach Communication Plan

+WHY SNOWBIRDS?

n 18% of adults in the US are retired

n 30% of retired adults have cash, stocks and CD's valued at more than $100,000, the highest figure ever reported (MediaAudit)

Page 13: Myrtle Beach Communication Plan

+SNOWBIRD TOTAL WINTER SPENDING n Household spending is between $1,500 to $4,000

per month. ((Franklin & Raadschelders, 2007)

n In competitors markets, snowbirds have contributed: n  “$1 billion dollars in Arizona… n $992 million in direct spending in Texas,” n  (Texas department of Economic Development

& Tourism)

Page 14: Myrtle Beach Communication Plan

+Snowbird Daily Spending

Lodging & Transportation

47%

Shopping 20%

Food 19%

Entertainment 9%

Other 5%

Page 15: Myrtle Beach Communication Plan

+COMPETITIORS:

n Florida

n Texas

n Arizona

n California

Page 16: Myrtle Beach Communication Plan

+WHAT SNOWBIRDS THINK

Page 17: Myrtle Beach Communication Plan

+WHAT WE WANT SNOWBIRDS TO THINK

Page 18: Myrtle Beach Communication Plan

+COMPELLING IDEAS

ADVENTURE

COMMUNITY

LIFESTYLE

Page 19: Myrtle Beach Communication Plan

+ TONE

Be Educational. Be Genuine. Be Fun. 

Page 20: Myrtle Beach Communication Plan

+UNIFYING IDEA

Rather than being stuck inside during the winter, enjoy outdoor activities with people who you’ll stay close with once you leave.

Page 21: Myrtle Beach Communication Plan

+TAGLINE

“How will you winter?”

Page 22: Myrtle Beach Communication Plan

+WHERE & WHEN WILL ADVERTISING OCCUR:

n  Annual pulsing campaign: n  Stronger from August – October and October – March.

§  We will advertise in the areas our Target Market is located:

Quebec Ontario New York Maine Illinois Ohio Minnesota

Iowa Michigan Pennsylvania Maryland DC Indiana New Jersey

Page 23: Myrtle Beach Communication Plan

+:30 TV Story Board

Page 24: Myrtle Beach Communication Plan

+:30 TV Story Board

Page 25: Myrtle Beach Communication Plan

+:30 TV Story Board

Page 26: Myrtle Beach Communication Plan

+:30 TV Story Board

Page 27: Myrtle Beach Communication Plan

+Winter Clothes for Golf Clubs Radio Spot

Page 28: Myrtle Beach Communication Plan

+Bragging Rights Radio Spot

Page 29: Myrtle Beach Communication Plan

+

Page 30: Myrtle Beach Communication Plan

+ Sit back and relax. Or join the action.

How will you winter?

Discover more ways to winter at www.visitmyrtlebeach.com

Page 31: Myrtle Beach Communication Plan

+

How will you winter?

Discover more ways to winter at www.visitmyrtlebeach.com

The view is much better from up here.

Page 32: Myrtle Beach Communication Plan

+Guerilla Marketing Example

Page 33: Myrtle Beach Communication Plan

+Guerilla Marketing

Page 34: Myrtle Beach Communication Plan

+Guerilla Marketing

Page 35: Myrtle Beach Communication Plan

+Web Page

!

WINTER MEETINGS, CONVENTIONS & SPORTS MEDIA ABOUT US CONTACT US

WINTER WITH OUR COMMUNITY WINTER WITH OUR ATTRACTIONS WINTER WITH OUR HISTORY

WINTER

Rentals Beaches Golf Shopping Dining Attractions Historic Sites Community

Page 36: Myrtle Beach Communication Plan

+

n How Will You Winter?