Transcript Presentation Title Subtitle Date

Region 5 RCMP
February 1, 2011 – REPORT
Southern Oregon Visitors Association
Strategies
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Five strategies are featured in the Region 5 RCMP for the period July 1,
2010 – June 30, 2011.
Each is consistent with strategies identified in previous plans.
Specific goals/tactics within each strategy are described on the following
pages, and in the approved plan, which is posted on the Travel Oregon
industry site, and on www.southernoregon.org/partners.
Following each description is a February 1, 2011 status report.
The five strategies are:
1. Training
2. Research
3. Internet Marketing
4. Niche Consumer Advertising
5. PR/Trade Shows/Outreach Marketing
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Programs/Tactics
Strategy 1: Training
Programs/Tactics
Notes…
RCMP Task Force/Marketing Committee is very committed to this concept and feels it is absolutely
essential to the health and prosperity of the industry in Southern Oregon.
Via partnership with area DMOs, offering classes throughout the region. Program customizations like
secret shopping, MUST SEE collateral, funding matrix by county to ensure equitable allocation, leverage
of RCMP dollars by private and public partner investments. Partnership with Travel Oregon has allowed
us to offer these services on the South Coast as well.
RCMP dollars were originally earmarked for training, and Southern Oregon continues to honor the use
of these resources for this very important endeavor.
Two Class Options
In a continuing effort to encourage great customer service throughout Southern Oregon, SOVA
continues to offer two 2010-2011 Customer Service Classes. The first 300 attendees are funded by
RCMP dollars. The funds are allocated among Southern Oregon counties, based on the amount of
lodging tax collected per region. One class is designed for the front line staff, the other for
management staff. We extend the relevance of training by incorporating community-specific
information, and by training to deficiencies observed during ‘secret shopping’ research done in advance
of the class.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2011 Report
Strategy 1: Training
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Generally, the majority of customer service training takes place in early spring. The past
six months have been extremely busy, however, which suggests partners throughout the
region are becoming increasingly familiar with the training and are establishing classes
during the shoulder season or, in some cases, in preparation for the holiday season.
The affordability of the training is also a great benefit for DMOs. For a nominal buy-in,
DMOs can fulfill their responsibility to provide hospitality training in their respective
communities. Working together, we can create training that is much more impactful and
relevant, and we can put together creative approaches, such as classes + wine tasting, or
classes + a jetboat trip, and so on.
For the period of this report, SOVA has trained 168 tourism and hospitality professionals
in Southern Oregon.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2011 Report
Strategy 1: Training
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We conducted a very large class at Crater Lake (July 14, 2010). 45 employees of both the NPS and
Xanterra attended.
Other classes conducted in this report period include: Upper Rogue/Prospect, two in Klamath Falls,
and a very large (63 attendees) class in Jacksonville.
The success of the Jacksonville class demonstrates another benefit of training, because it can bring a
community together for the greater good. Jacksonville has been challenged with fractured politics
and difficult relations between the Chamber and the local business association. SOVA was steadfast
in asserting that customer service training needed to involve everyone – in both groups. Coming
together for the training, and for the refreshments and networking afterward, was the first time
these two groups had worked together. We hope to help support that momentum for the benefit of
all – and the region.
Our training contractor (Sue Price) continues to adapt and enhance the curriculum. She creates
customized slides for each class to freshen training modules. Secret shopping is a key component.
As in previous years, we identify (within the budget) how many individuals can be trained in a given
county or community. These direct funds are leveraged by in-kind contributions and financial support
from DMOs, businesses, etc.
We anticipate there will be interest once again for training on the south coast, and hope to receive
support again from Travel Oregon (via Scott West’s department) to offer that training as before.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Programs/Tactics
Strategy 2: Research
Programs/Tactics
Notes…
Research remains a huge priority.
1) Visitor Profile: this project is complete, and a copy of the comprehensive report is available
online at www.southernoregon.org/partners We have two full years of surveys and more
than 10,000 samples.
2) We are also continuing as before to participate in the Longwoods research with Travel
Oregon.
3) When we were tasked with reducing the RCMP by 15%, research was one of the areas in
which we made cuts. We still hope, at some point, to complete analysis of the 40,000+
records we have from consumers ordering the Southern Oregon Vacation Guide via the
online form. There are at least eight responses per consumer, offering details on travel
route, interests, and other important considerations. We have never had sufficient
resources to study these. We would also like to complete fulfillment and advertising
conversion studies; surveying recipients of the Southern Oregon Vacation Guide to
determine whether the guide motivated them to travel to Southern Oregon.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2011 Report
Strategy 1: Research
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With the changes in the Longwoods Profile, we have placed the budgeted $10,000
($5,000 for two years) investment back into the RCMP fund.
There are several research projects we may reconsider (these are summarized on the
previous slide). Other considerations would be to use the resource for advertising,
training, PR, or trade shows.
At the next meeting of the SOVA Marketing/RCMP Committee, chair Bob Hackett will
explore various options with the group.
As always, we will communicate closely with Travel Oregon as plans develop.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Programs/Tactics
Strategy 3: Internet Marketing
Programs/Tactics
Notes…
Extends work in niche consumer advertising by designing websites and/or contests and
social media campaigns to print campaigns.
Content development is a constant challenge, and an enduring goal of this strategy. The
integration of social media continues to be a priority: increase fans on Facebook, followers
on Twitter, and significant advances on our Travel Southern Oregon blog.
Offer opportunities for consumers to create content. We scratched the surface of this
strategy, but have numerous goals, including integrating trade shows, ad campaigns (print,
radio, online), and user-created content – possibly all centered around the key
shows/markets (Northern California).
Develop suggested drives/itineraries online as animated maps, for leisure travel market,
both domestic and International.
Suggested itineraries for FIT and tour group market, both International and domestic, as
animated maps.
Streaming video from Travel Channel Europe and Southern Oregon DVD project done in
partnership with economic development.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2010 Report
Strategy 3: Internet Marketing
July through December 2010 saw significant progress in the strategy areas:
– Continued investment in Google ads/key words (rogue river, crater lake) to boost rankings and
improve traffic;
– Fully integrated content across all social media platforms with automatic feeds two and from
platforms;
– Regular updates to blogs, and links to other good Southern Oregon travel blogs;
– Very active on Twitter (current 1,159 follow)
– Facebook page advertising still fairly modest, but we look forward to the added momentum and
opportunity of the TravOR Facebook campaign.
– Working with partners throughout the region to teach (through presentations to hotel/motel
groups, marketing committees, and other small groups) key aspects of Web 2.0, and to share
what we’re doing, what we’ve learned, and where we hope to go from here;
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2010 Report
Strategy 3: Internet Marketing
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Encouraging the integration of content from area partners by actively seeking partnerships, blog
exchanges, cross-linking from all platforms, etc.
We’ll depart from what was, for us, a traditional Internet tie-in – that is, the creation of a specific
website for a particular print or online campaign. We have found that these “co-op websites” (as
we call them), while once very effective, are becoming much less relevant. Instead, beginning
with the Travel Oregon Trip Planner co-op, we’ll be using a Facebook campaign (probably photo
contest for best southern Oregon vacation memory – still working on this concept – with a
contest/giveaway incentive).
From July 1, 2010 – December 31, 2010 - FB insights (summary)
Interactions , increase 269%
New Likes , increase 46% (now at 1,056)
Twitter – grew from 350 followers to 1,150
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Programs and Tactics
Strategy 4: Niche Consumer Advertising
Programs/Tactics
Notes…
Various advertising mediums (print, Internet, radio, et al) centered around the 2009-2011 brand and
positioning developed by the Marketing/RCMP committee. We’ve made a subtle shift to develop
messages around three types of travelers:
1) Exploring adventures – active vacationers, golf, boating, jetboats, fishing, rafting, snowsports.
2) Good life – wine, culinary, theater, festivals, museums & galleries.
3) Nature’s best – unlimited outdoor opportunities, campgrounds, trails, wildlife viewing, hiking.
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the work of previous years by focus on defined markets, and on the International market,
primarily in Western Europe and Canada, as part of Travel Oregon’s International.
Extends the work of previous years by focus on defined markets, and on the International market.
Continued effort aimed at creating a campaign that provides the opportunity for businesses to support
with a retail message and to leverage RCMP funding.
Continue to support and leverage the Travel Oregon brand by integrating design elements into our
materials.
Continue branding ads in key niche markets and add adjoining retail ads to feature specific businesses
in a niche area. These supporting ads will be funded through SOVA’s proven co-op format. These retail
ads will help ensure that direct leads are generated for business follow up.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Programs and Tactics
Strategy 4: Niche Consumer Advertising
Programs/Tactics
Notes…
In 2009, SOVA’s board of directors and marketing committee refined the positioning statement:
•Southern Oregon offers the ultimate road trip with a diversity of natural and authentic experiences,
unmatched in Oregon, filled with value, spirited people, world-renowned attractions, and diverse
landscapes.
“Paying off” this positioning are these unique selling propositions:
* World-renowned attractions: Rogue River, Steens Mountains, Umpqua River fly fishing, beaches,
Bandon Dunes, Crater Lake, Oregon Shakespeare Festival
* Passionate People: authenticity, rural pride, funky friendliness
* Rich History: Jacksonville, oldest wine region, tribal history, Applegate Trail
* Quality and abundance of scenic byways
* Diversity of natural experiences: wild rivers, fishing, whitewater adventures, mountains, lakes, sunny
weather
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Programs and Tactics
Strategy 4: Niche Consumer Advertising
Programs/Tactics
Notes… Creative Example
(draft)
This extends the creative
approach we have been using
for a little over a year and
includes some refreshed copy
with strong emphasis on
Southern Oregon as a place to
truly CONNECT … by
DISCONNECTING!
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2011 Report
Strategy 4: Niche Consumer Advertising
DATE
CAMPAIGN
DESCRIPTION
Sunset Magazine (also included May 2010)
335,000 cir / 700,000 readers, two half-page color ads plus website & reader
service
July 2010
American Road (Summer 2010)
15,000 cir / 45,000 readers, shared full-page color ad, bonus 1/6 ad, online PDF
tour maps, leads plus website
July 2010
1859 Magazine 'Oregon Lifestyle' (Summer
2010)
30,000 cir / 150,000 impressions, half-page color ad, three-month spotlight profile
w/ online promotion, eblasts, plus website
July 2010
Backpacker Magazine
July/August Issue 2010, State of Oregon special section "Ultimate Oregon" - ad
and advertorial
July 2010
Pocket Map - Crater Lake & Scenic Drives
150,000 printed maps / 450,000 readers, highlights scenic byways & Crater Lake
July 2010
Golf Digest Insert
Insert running in WA, OR, CA / split with COVA
July 2010
Discover America
Ad buy coordinated through Travel Oregon/International
July 2010
San Francisco Online
9,340,000 impressions / 11,000 clickthrus / 14,000 page views (campaign stats).
Three-week online campaign aimed at the Bay Area using variety tools including
Trip Advisor, Google & Yahoo ads, banner ads high traffic media sites, streaming
video & hotlinks, coupons & web specials
July 2010
Horizon - In flight magazine
425,000 impressions / 16-page feature editorial on Southern Oregon w/ partner
advertising
Oregon Bounty - Northern California newspaper
insert
60,000 copies / 150,000 readers. Four-page color newspaper insert, leveraging
Travel Oregon Oregon Bounty campaign messaging and brand. Also pre-sells
holiday shopping in Southern Oregon & fall travel.
Sacramento Online
10,000,000 impressions. Two-week campaign, variety online tools including geotargeting Trip Advisor, Google & Yahoo banner ads, other ads on high traffic media
websites. 6,000,000 impressions. Priority listings and coupons.
August 2010
October 2010
September 2010
Current marketing opportunities can be found at www.southernoregon.org/partners. Nearly all of the campaigns listed above are SOVA partner
funded (not RCMP). A financial summary at the end of this report shows RCMP resource allocations for strategies described in this report.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Programs and Tactics
Strategy 5: PR/Trade Shows/Outreach Marketing
Strategy 5.1: PR
Strategy 5.2: Trade Shows
Strategy 5.3:
Content development, relationship
building, coordination, itinerary planning
and implementation.
Coordinate consumer and
group/International show opportunities.
Identify the appropriate and useful level
of participation by our regional reps to
avoid duplications and ensure that the
investment is worthwhile.
Create opportunities for partner
involvement in research trips, FAMs, etc
Proactive press releases and travel writer
contacts; Create, coordinate, host, and
otherwise engage fully in frequent travel
writer trips, FAMs, NTA receptions, and
other activities, investment is leveraged
by comps acquired from providers.
Identify trade show opportunities that
are the proper fit for our customer base,
niche markets, geographic target, and
budget.; Coordinate regional brand
presence at shows by developing buy-in
opportunities with partners and creating
a proven and effective cooperative
approach; Focus on three-five consumer
shows/yr in Northern California and LA;
focus on two International shows/year
(Pow Wow and Go West).
Develop relationships with regional
contacts by coordinating travel writer
FAMs, conducting research (e.g. visiting
sites, developing itineraries), and overall
seeking to ensure an equitable exposure
for all areas throughout the region in the
products we create for PR and Trade
Show uses.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2011 Report
Strategy 5: PR/Trade Shows/Outreach Marketing
Strategy 5.1: PR/Travel Writers
We are constantly seeking to deepen
relationships with travel writers and editors on
our prospect list – those we have worked with
before, or who have expressed interest in
Southern Oregon.
We actively use HARO to identify and respond to
interesting possibilities, and we enthusiastically
coordinate FAMs and experiences for writers
referred to us by Travel Oregon and/or other
partners.
Among other projects in this area, we are
currently developing a complete, 10-day
Southern Oregon FAM for a prominent NW
writer who will be visiting in the spring.
Strategy 5.2: Trade Shows
From July 1 – December 31, our activity in this area is
confined to research, sales, and coordination (since the
majority of shows occur in the spring.
Planned shows for the entire RCMP period include:
Sunset Celebration Weekend; Sacramento Sports Show;
Pow Wow; Go West; potentially Canada sales mission.
For an extremely reasonable buy-in, our partners can
participate in a Southern Oregon show presence, which
yields not only a larger footprint on the show floor, but
adds dimension and depth to the experiences we’re
selling. Other partners choose to send their collateral,
rather than attend and work the show.
SOVA assumes the bulk of the costs, coordination, leads
management, supplies, etc.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2011 Report
Strategy 5: PR/Trade Shows/Outreach Marketing
Strategy 5.3: Outreach Marketing
(groups, receptives) and general industry relations
Various endeavors fall into this strategy, including: ORB workshop coordination; Fujian
Sister State activities (we coordinated a large-scale FAM for the US Consul General and
other dignitaries); Welcome Center conference training and outreach; ORLA and other
industry groups, and many other activities.
We enthusiastically support research trips to the region and are fully engaged in
coordination and other activities as needed. A number of these took place during this
report period, with most of the opportunities brought to us by Travel Oregon. We relish
the opportunity to create FAMs and produce special regional dinners where our VCB
partners and lodging establishments can make direct contact and hopefully develop
business as a result.
For the report period, some of the noteworthy contacts who have visited our region
include Hotel Beds; the French tour operators that Travel Oregon brought through (who
work with Rocky Mountain Tours – they have already booked business in Southern
Oregon); and Sports & Leisure (we coordinated four different FAMs for this – Klamath Falls,
July; Ashland, holidays; South Coast, December; and Coos Bay, December.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2011 Report
Strategy 5: PR/Trade Shows/Outreach Marketing
Strategy 5.3: Outreach Marketing
(groups, receptives) and general industry relations
We continually update our tour itineraries and have a special section on our website for
group tour planners. We have also continued to work on developing a relationship with
Northern California attractions, CVBs, and so on; we believe this type of approach is critical
since so many International and group tours depart from the SF Bay area.
A brand new program we are now developing is a unique partnership with a DMO (in this
case, the Bandon Chamber of Commerce), where we schedule three days in a community,
using the first for a presentation to the relevant governing group – e.g. the City of Bandon –
to talk about the potential economic impact of Int’l and group tour visitors to a community,
followed by two days of direct calls with the DMO rep to specific lodging establishments.
The idea is to educate these hoteliers on this part of the business, and help them establish
the rates that will allow them to participate in Int’l and group tour visitors. We are
structuring this program in a somewhat similar fashion to our training program, where we
offer a real service to DMOs and partner with them to produce the best results. The bulk of
the cost is of course funded by SOVA, but we do need to establish a meaningful buy-in
structure. More on this to come soon!
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2011 Report
Strategy 5: PR/Trade Shows/Outreach Marketing
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SOVA
commissioned a
Grants Pass artist to
create a new oneof-a-kind booth
display. The handpainted panels
depict Southern
Oregon scenes, and
can be suspended in
a variety of ways.
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association
Feb. 1, 2010 Report
Budget 2009-2010
Strategy
RCMP Income
Budgeted
Partner/SOVA
Income
Budgeted
Total Income
Budgeted
Expenses
(Actual)
Expenses
(Projected)
Jul 1-Dec 31 2010
Jan 1-Jun 30 2011
1 – Training
$8,000
$5,500
$13,500
$3,574
$9,926
2 – Research
$10,000
$500
$10,500
$0
*
3 – Internet
$10,000
$5,000
$15,000
$3,731
$11,269
4 – Niche
Consumer
Advertising
$41,000
$243,800
$284,800
$22,424
$262,376
5 – PR/Trade
Shows/Outreach
Mktng
$40,000
$30,000
$70,000
$14,206
$55,794
FULFILLMENT
$20,000
$20,000
$3,508
$16,492
ADMIN
$10,000
$10,000
$6,763
$3,237
$10,500
From research budget;
use TBA
TOTAL
$139,000
$284,800
$423,800
$54,206
$369,594
•Pending review and consideration by SOVA Marketing/RCMP Committee.
NOTE: It is possible that some strategies may finish the year under budget, in which case we will show deferred revenue into the next RCMP cycle.
Contact Information
Southern Oregon Visitors Association
Carolyn S. Hill, CEO
Mailing Address:
PO Box 1645 / Medford, OR 97501
Office Location:
673 Market St. / Medford, OR 97504
Phone (541) 552-0520 / Fax (541) 552-1073
[email protected]
[email protected]
www.southernoregon.org
Industry website: www.southernoregon.org/partners
February 1, 2011 Status Report – Region 5: Southern Oregon / Southern Oregon Visitors Association