Napa Valley Destination Council Fiscal 2012 Plan ......• Keyword Research • SEO Copywriting •...
Transcript of Napa Valley Destination Council Fiscal 2012 Plan ......• Keyword Research • SEO Copywriting •...
Angelica de Vere VP Direct-to-Consumer Marketing
Calistoga | St. Helena | Rutherford | Oakville | Yountville Napa | Lake Berryessa | American Canyon
LegendaryNapaValley.com
Napa Valley Destination Council
Fiscal 2012 Plan & Opportunities Direct-to-Consumer Marketing
Website Re-design Project
• Increase traffic
• Keyword Research • SEO Copywriting
• Increase Consumer Engagement
• Build Consumer Database • Improve User Experience – increase “stickiness” • Brand Equity
• Drive Sales • Improve analytics capability
!"#$"%&'(()$"*&+"*$"%,&
-(.$/#&0%1$/&2%%1,&
Email Marketing Campaigns
Consumer and Partner Communications Regular email communications to increase consumer engagement and build brand equity and sales • Auto-Trigger emails
Thank you for visiting the Legendary Napa Valley…
Welcome Back to the Legendary Napa Valley!
Restaurant Month in Napa Valley…
Consumer Communications
Areas of Focus: • Lifestyle Content • Upcoming Events • Links to our Partner Sites • Online Booking Engines • Special Offers and Promotions • Increase traffic to partner sites • Promotional offers
Consumer Communications -- Key Opportunities:
• 9000+ Consumer List • Increase data collection focus at all
consumer touch-points • Online • Mobile • Welcome Center • Partner list share
• Segment & Geo-target • Increase mid-week and off-peak
occupancy
Guest Services/Visitor Welcome Center
Welcome Center YTD • Days open: 85 • Visitor Count : 36,411
Lodging Desk Stats:
• Room Nights: 532 • Revenue: $81,748 • Average $ per booking: $153.66
Activities:
• Bookings: 38 • Revenue: $8,945
Retail Revenue: $30,100
Partnership Opportunities FY12
Integrated Online Reservations booking engine on LegendaryNapaValley.com & VisitMobile
• Lodging, Air, Wineries, Activities, Auto Rental • Bundled packages, attractions, activities • Multi-day itineraries • Email Marketing Blasts • Deals Wizards • Extended Stay Specials • Last Minute Deals
Partnership Opportunities FY12
Leveraging the Welcome Center to Increase Sales & Visibility
• Proactive communication about rates and room availability
• Familiarization visits for the Volunteers • VinoVisit Participation for Winery Reservations