Table of contents
Introduction
Purpose
Mission Statement
General Marketing Strategy
Overall Objectives
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10
10
10
Research & Analysis
National Travel Trends
Research
Swot Analysis
Competitive Analysis
Current Visitor Profile
13
14
16
18
22
Strategies & Initiatives
Overview of General Strategies
Initiative Details
Interactive
Sales
Public Relations/Communications
Sports & Special Events
Strategic Alliances
25
30
35
55
63
72
Summary of Activities by Market Segment
Families
Couples
Golf/Sports
Heritage Tourism
Active Senior
Nature Tourism
Group Meeting & Incentive Planner
Group Tour & Travel Planner
Conclusion
Budget
77
89
97
105
113
121
129
137
145
149
3
4
5
6
INTRODUCTION OF PURPOSE
The St. Augustine, Ponte Vedra & The Beaches Visitors & Convention Bureau, in
conjunction with the St. Johns County Tourist Development Council and its
contracted advertising agency of record, The Meridian Group Marketing
Communications, and its contracted marketing research provider, Mid-Florida
Research & Marketing, has developed this integrated sales and marketing plan for
Fiscal Year 2003 to provide a solid direction of sales and marketing activities for the
period October 2002 through September 2003. Although many estimated costs are
preliminary and some elements are not confirmed by related marketing partners, it
will provide a comprehensive template for planning purposes.
INTRODUCTION OF RELATED ENTITIES
The success of our marketing efforts is dependent upon certain factors, which we
may or may not be able to control. An important first step in our marketing efforts is
to identify and understand constituencies within St. Johns County.
Board of County Commissioners (BOCC)
Tourism promotion is an economic development initiative for St. Johns
County. The tourism industry is the largest of the County’s economic sectors
employing approximately eleven percent of its workforce. Visitors spend $1
billion annually while here, generating approximately one-third of the County’s
annual sales tax revenue.
This revenue is shared by state, county and municipal governments allowing
them to provide facilities and services for resident populations without the
burden of a state or local personal income tax and relatively low property tax
rates when compared to areas without a strong tourism industry.
Additionally, ad valorem taxes paid by tourism businesses, gasoline taxes
paid by visitors and other revenues related to tourism industry jobs further
reduces the load on residents of St. Johns County.
The primary funding source for the County’s tourism promotion fund is the
Local Option Tourist Development Tax (LOTDT) - a three per cent tax paid by
overnight visitors on rental of short term accommodations including
apartments, homes, condominiums, campgrounds and hotel/motel rooms that
are rented for six months or less.
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Use of the LOTDT is restricted by state statute and further determined by
County ordinance. It is the BOCC that is ultimately responsible for carrying
out a tourist development plan that meets its objectives and “serves a public
purpose.”
Tourist Development Council (TDC)
To help the BOCC create and implement its economic development strategy
of tourism promotion, a nine-member TDC is appointed by the BOCC.
Defined by state statute, the TDC is an advisory group to the BOCC and
includes County and municipal elected officials, owner/operators of
accommodations businesses subject to the tax and other persons who are
involved in the tourism industry and who have demonstrated an interest in
tourism development.
The BOCC has adopted a tourist development plan that includes funding for
beach re-nourishment and improvement projects, promotion and cultural
development and tourism advertising. It relies on the TDC to recommend
specific programs to implement the development strategy. It is the
responsibility of the County’s TDC staff to coordinate the initiative’s individual
components to provide maximum synergy for positive tourism development.
Administration of TDC programs requires financial and personnel resources,
which are funded from the LOTDT. In addition to staffing, indirect fees are
paid from the TDC to other County departments for services provided to the
TDC department. These costs impact what is ultimately available for
marketing tourism.
Visitors & Convention Bureau (VCB)
As a means of implementing the BOCC’s tourism advertising and promotion
strategy, the TDC recommended a contractual relationship between the
County and the VCB, which is a not-for-profit, membership organization. The
VCB was formed in 1995 for the primary purpose of marketing St. Johns
County as a tourist destination.
The VCB is not paid to market County tourism, but is reimbursed by the
County from LOTDT funds for expenses incurred while carrying out its
contractual obligations to the County. This includes office maintenance,
staffing and direct marketing expenses.
Since the VCB is not dependent on dues income for operations, membership
dues are based on a low, flat fee for all tourism businesses. It has been a
priority of the VCB leadership to encourage participation and build political
strength through increased membership.
Membership, at any price, is built and retained on expectations of receiving
benefits generally not available to non-members. In its role as the tourismmarketing arm of the BOCC and TDC, the VCB therefore requires personnel
8
and financial resources to provide membership benefits. Additionally, TDC
administrative staff provides administrative support for the VCB.
SJC Tourism Industry
The tourism industry extends beyond the hotels, motels and other
accommodations available in the County. Attractions, restaurants and retail
shops are an important part of the reason why visitors come here. In
addition, restaurant suppliers, souvenir wholesalers and other businesses
dependent on tourism are all a part of our strength.
SJC Residents
Because the county enjoys and relies upon a high incidence of repeat visits,
there are several ways in which residents can affect the success of the
County’s tourism marketing initiatives. Financially it costs considerably less
to entice a visitor to return to a place that they consider hospitable, than it
does to convince a visitor to come for the first time. Additionally, a resident’s
recommendation is a very effective means of generating new business.
Limited financial resources make these contributions important equations in
sustaining tourism growth.
Our tourism product is a direct reflection of our communities. The quality of
life issues important to residents ultimately impact visitor yields. And age,
cultural diversity and economic conditions of our population will influence a
variety of conditions affecting the tourism industry ranging from finding
qualified workers to the types of restaurants available to our visitors.
9
MISSION STATEMENT
To achieve a balance between the elements of Tourism, Government and the
Public, fostering a favorable environment for the promotion of the Historic, Cultural
and Recreational amenities available in St. Johns County.
GENERAL MARKETING STRATEGY
Position St. Augustine, Ponte Vedra & The Beaches (SAPV&B) as a unique vacation
destination that offers travelers a heritage based experience combined with 42 miles
of pristine beaches, championship golf and a variety of experiences suitable for
every family member.
OVERALL OBJECTIVES
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Increase the total number of visitors to SAPV&B.
Increase shoulder season visitation.
Increase mid-week visitation.
Increase average length of stay, which will:
o Increase total dollars spent in SAPV&B.
o Improve average daily rate.
o Increase occupancy rate.
Increase advertising and Internet inquiries.
Utilize existing and new databases to increase visitation & build brand
recognition.
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NATIONAL TRAVEL TRENDS AFFECTING
ST. AUGUSTINE, PONTE VEDRA & THE BEACHES
Families & Couples – Subsequent to the events of 9/11, there has been a
pronounced trend to strengthen/renew family bonds and connect with spouse or
partner. The Conde Nast Traveler 2002 Trend Report indicates that a top goal for
family travel is to spend more time with family and friends. Stressing family, friends
and community over career, status and money will continue to play out.
Cultural/Heritage Tourism – This has been one of the fastest growing segments for
tourism travel. Here too, the events of 9/11 have focused more attention on renewed
national pride and a sense of country. In a White Paper issued by the Director of
Heritage Tourism, National Trust for Historic Preservation, “visiting museums and
historic sites” was the third most popular activity for domestic travelers in 1999.
Culture and heritage dominate the festival travel market and Historic Hotels currently
ranks as one of the 15 largest hotel consortia in the world. Cultural heritage travelers
tend to be slightly older, spend more on their trips than other age groups and focus
on quality and authenticity.
Weekend Travel – With shorter vacation periods and a growing concern for value,
weekend travel have shown significant increases. AAA has indicated that driving
vacations will be particularly strong. Contributing to this trend is an increased fear of
flying and security hassles at airports.
Meetings, Conventions & Incentive Travel – As a result of tighter budgets and an
economy that is in flux, meeting and incentive planners are looking at destinations
that are within driving distances of their home bases. Since St. Johns County is not
perceived as a “fly-in” destination, it can capitalize on those businesses that are
within a reasonable driving distance from the County.
Growing Technologies – The web continues to grow as more and more families
become computer literate and obtain access to the Internet. The growth of AOL and
on-line shopping are indicative of the continuing vitality of this medium. More and
more travelers are turning to the web as the number of travel agencies decline and
travel/airline related sites increase. Travelers are increasingly using comparison
shopping/travel research to evaluate alternative vacation sites and to select potential
vacation destinations.
Sources: Roper White Paper, 1/02
Yankelovich Monitor, 1/02
MSNBC, 1/02
AAA, 1/02
Visit FL Focus Groups, 11,12/01
St. Johns County Visitor Profile
Conde Nast Traveler 2002 Trend Report
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PROPRIETARY MARKETING RESEARCH FOR
ST. AUGUSTINE, PONTE VEDRA & THE BEACHES
TDC sponsored research conducted by Mid-Florida Research and Marketing over
the past six years has consistently shown the reasons for selecting SAPV&B as a
destination are:
 A nearby getaway
 Historic attractions
 The need for rest and relaxation
 As a stopover on the way to going elsewhere
In addition to continuing research to identify tourist likes, dislikes and origination
market, the TDC has participated in a 2002 study to determine behavior patterns
and reasons for southeastern U.S. residents’ choice of Florida destinations for
vacations. St. Augustine was second (49%) of the most mentioned for an in-state
vacation choice among Florida residents and sixth (6%) most popular choice for
most recent Florida vacation. Ponte Vedra was seventh overall and fourth for most
recent vacation. Orlando was the number one choice followed by Key West, Miami
and Daytona Beach.
As in past studies, St. Augustine’s strengths were perceived as family friendly,
reasonably priced, good choice of accommodations/eating places, safe and near
many sights/attractions. Not having enough to do at night was a perceived negative.
Ponte Vedra was perceived as expensive, adult oriented and un-crowded. Research
has also been conducted to determine expenditure patterns by origin market and the
value of heritage travelers. Published research indicates heritage travelers are more
upscale, spend more and are more discerning. Conversion studies are also being
conducted to determine how inquiries lead to bookings and why potential
vacationers choose competitive destinations over ours.
Heritage Traveler Study
The University of Florida recently completed a study of the characteristics of heritage
travelers to St. Johns County. A heritage traveler was defined as someone who
indicated that the primary purpose for visiting was either “visit historic sites and
museums” or “sightseeing historic architecture and character.” These included
overnight guests and excursionists.
The study was paid for in part with historic preservation grant assistance provided by
the National Park Service, U.S. Department of Interior, administered through the
Bureau of Historic Preservation, Division of Historical Resources, Florida
Department of State, assisted by the Florida Historical Commission and the National
Historic Preservation Trust.
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About 44% of the heritage tourists were repeat visitors to St. Johns County.
71% of the visitors had visited St. Johns County 1 or 2 times in the previous 12 months.
About 18% had initially visited more than 20 years ago.
17% of the heritage travelers were international visitors.
About one-third of the heritage travelers were excursionists (day visits.) Of the remaining
two-thirds, 84% spent 2-3 nights in the area, 8% spent 4-7 nights. The average was 2.7
nights. Only 2% of the overnight visitors stayed with friends or relatives.
Primary Reasons for Visiting County
64% Visit Historical Sites and Museums
36% Sightseeing at Historical Architecture and Character Sites
Heritage Travelers Satisfaction Ratings
34% Perfect Trip
54% Overall High Level of Satisfaction
59% Very Likely to Return
25% “Somewhat Likely” to Return
The average amount spent by a heritage tourist was $292.26 per trip.
Visitor Yield Study
Mid-Florida Research & Marketing used Visitor Profile data to show visitor yields
based by origin markets and reason for visit.
Average daily per person expenditures without lodging for year 2000 by
geographic origin market.
Florida
Northeast
$93.81
$97.16
Southeast w/o Atlanta
Midwest
$90.29
$94.12
Expenditures by main reason for visit (October, 1999 to September,
2001).
Business
Golf
$116.20
$242.30
Leisure
Dining
$108.10
$132.20
Sporting Event $125.20
Average length of stay by main reason for visit (October,1999 to September,
2001).
Business
Golf
2.81
3.85
Leisure
Dining
5.6
2.66
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Sporting Event 3.33
ST. AUGUSTINE, PONTE VEDRA & THE BEACHES
SWOT ANALYSIS
Strengths:
Product Quality and Variety:
 Oldest city (St. Augustine) in U.S. with a heritage that radiates charm and
intimacy.
 42 miles of pristine, un-crowded beaches.
 Numerous nature/wildlife preserves for eco-minded tourists.
 Shopping alternatives from boutiques to discount malls.
 Unsurpassed golf and the World Golf Hall of Fame.
 Broad range of dining experiences from convenience to gourmet food.
 No national fast food outlets in historic St. Augustine.
 Variety of accommodations from bed & breakfasts (B&B’s) to world-class beach
and golf resorts.
 Continuous program of local and regional special events.
 Fishing, surfing, scuba diving and wind surfing.
 Romantic destination for couples.
 St. Augustine was voted the “Best Tourist Town in the Southeast” by readers of
Family Fun magazine for the fourth consecutive year.
 Report by CNN listed St. Augustine as one of the “top 10” historical destinations
in the U.S.
Geography:
 SAPV&B is a drive destination, which should benefit from recent trends.
 Good weather year round that is usually warm enough to encourage beach use,
golf, historic and ghost walking tours and eco exploration.
Quality of Attractions:
 Appeal to all family members.
 Well-maintained museums.
 Tours, motorized and on-foot (historic, lighthouse, ghost, horse drawn, boat)
 Attractions (Ripley’s, Alligator Farm, Wax Museum, Chocolate Factory, Winery).
Weaknesses:
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St. Augustine’s past reputation as “tacky” tourist town.
Lack of evening activities – particularly shopping in the historic district.
Few first class (3-4 star) accommodations in St. Augustine and adjacent
beaches.
Lack of parking in St. Augustine.
Area seen as a stopover rather than a final destination.
No scheduled transportation from distant beach areas and Ponte Vedra to St.
Augustine.
Ponte Vedra has no primary city center.
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Opportunities:
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Partnership Marketing – inviting compatible partners to join in mutually benefiting
programs to increase partner traffic while increasing the awareness of SAPV&B
as a vacation destination and building effective contact lists.
Growing Technology – using the Internet to generate leads to communicate with
potential visitors.
Data Based Marketing/Direct Mail – managing the data bases so that past visitor
inquiry programs can be developed that would target market specific audiences
and could feed leads to SAPV&B’s varied accommodation industry.
Segment marketing programs by consumer interest and primary season:
Segment
Primary Season
Active Seniors
Couples
Families
Golfers
Heritage Tourists
Nature Tourists
Meeting & Incentive
Tour & Travel Groups
Fall/Winter
Year round
Summer (also spring/winter breaks/weekends)
Fall/Winter
Year round
Spring/Fall
Year round
Year round
Threats:
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Consumer Uncertainty – there is still some residual travel concerns primarily
effecting fly-in tourists.
Increased Competition – there will be many more destinations, particularly in
Florida, that will continue to court the same drive market.
Weather – the area does not have year round warm weather temperatures like
other Florida destinations.
Homogenization of destination due to economic pressures could risk losing
unique personality of the area.
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COMPETITIVE ANALYSIS
2001– 2002 Conversion Study
A recently completed conversion study conducted by Mid-Florida Research &
Marketing of people responding to SAPV&B advertising, indicated that 82 % of the
respondents were considering more than one destination -- almost half (49%)
actually chose the destination for their vacation. Fourteen percent of the
respondents decided not to go anywhere and 13% were still undecided. Sixty-five
percent of the respondents were female, 34% male and one percent undecided!
Of those choosing SAPV&B, other destinations considered included:
Orlando
38%
Georgia
7%
Miami
7%
Key West
5%
St. Petersburg 5%
Florida in general
Daytona Beach
Tampa
South Carolina
32%
7%
7%
5%
Of those who did not choose SAPV&B, 21% decided not to go anywhere, 16%
elected to go elsewhere, and 12% had not yet decided. For those who actually
chose another destination, 19% said they went to Orlando. Other destinations
chosen included:
Key West
Ft. Lauderdale
Sarasota
Gulf Coast
4%
3%
3%
3%
Miami
3%
Tampa/St. Petersburg 2%
Daytona
2%
Eighty-one percent of those who chose another destination indicated that they
would consider SAPV&B for future vacations.
Charleston, South Carolina
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Advertising theme – Make Your Own History
Approximately 4 million visitors in 2001
$1.6 million advertising budget
Original settlement was established in 1670
Historic Fort Sumter, the first engagement in the Civil War
Site of America’s first golf course and club
Web site features Kiawah Island Golf and Tennis Resort, Wild Dunes and
Seabrook Island Resort
Home to South Carolina Aquarium located in Charleston Harbour
Variety of lodging choices from historic inns and B&Bs to luxury beachfront
resorts
Variety of restaurants and nightlife
Direct flights into Charleston
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“Top 50 Places of a Lifetime: America” distinction from National Geographic
Magazine (Oct., 2001). A must see destination before you “hang up your
traveling shoes”
Savannah, Georgia
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5.73 million visitors in 2000 (67 % leisure)
$500,000 advertising budget
America’s 13th colony, founded in 1733
Closest beach, Tybee Island, is 15 miles east of downtown
Riverfront Convention Center can seat 2,600 with 25,000 sq. ft.
Best time to see the azaleas in bloom is the spring and summer
St. Patrick’s Day Festival attracts nearly 500,000 visitors
Variety of late night entertainment
Over 8,000 rooms in properties from luxury resort to B&B’s
Direct flights into Savannah
Williamsburg, Virginia
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Approximately 4 million visitors
$1.5 million dollar advertising budget in 2000
Part of Virginia’s Historic Triangle: Jamestown, the first permanent English
settlement (1607), Colonial Williamsburg, a recreated historic town that is a living
community and Yorktown, where General Washington defeated Cornwallis in
1781
Busch Gardens and Water Country USA, the mid-Atlantic’s largest water park
Historic tours, ghost tours (The Ghosts of Williamsburg)
Williamsburg Pottery Factory (150 outlet stores)
Over 10,000 rooms in resorts, hotels and B&B’s and 15 conference hotels
20 minutes from Newport News/Williamsburg Airport and 50 minutes from
Norfolk and Richmond airports
Myrtle Beach, South Carolina
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13.6 million visitors, South Carolina’s Grand Strand
$4.1 million dollar advertising budget for 2001
115 golf courses and named “Golf Destination of the Year (2000)” by Association
of Golf Tour Operators
60 miles of beaches and approaching 50 miniature golf courses
Broadway at the Beach, Planet Hollywood, Hard Rock Café, Ripley’s Aquarium,
Myrtle Beach Pavilion Amusement Park, Family Kingdom Amusement and Water
Park
Over 1,650 full service restaurants
8 live theaters
Myrtle Beach Convention Center had 250,000 square feet of meeting space with
a 16,800 sq. ft. ballroom
2nd most popular travel destination for summer of 1999 – AAA
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Daytona Beach, Florida
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Advertising theme – Make Time
Over 8.5 million visitors
$2.1 million advertising budget
23 miles of beaches, most designated for driving
“World Center of Racing” and home of NASCAR
LPGA International Headquarters
15 golf courses
Bike Week in early March, an annual 10 day festival drawing thousands of
motorcycle enthusiasts
Home of Daytona Cubs, the Chicago Cubs’ Class A affiliate
Ocean Center Convention complex can seat 9,000
Direct flights into Daytona
The Florida Keys and Key West, Florida
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Advertising theme – Come As You Are
3.167 million visitors in 2001
$6 million + advertising budget
110-mile Florida Keys chain divided into 5 key areas: Key Largo, Islamorada,
Marathon, Big Pine & The Lower Keys and Key West
Ponce de Leon claimed Key West for Spain in 1513, but it officially became a city
and part of Florida in 1826
A drive destination, Key West is 3 hours from Miami
Variety of accommodations from B&B's to luxury resorts
Home of the Truman Summer White House and former home of Ernest
Hemingway
Active nightlife with Hard Rock Café, Jimmy Buffett’s Margaritaville
Sport fishing
Direct flights into Key West
Greater Naples, Marco Island & The Everglades, Florida
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Advertising theme – Two vacations. One Destination. Classic Florida
1,360,000 visitors in 2000
$5.7 million advertising budget
Naples has more golf holes per capita than any other place with 50 courses
Naples is known for plush beaches, world-class resorts, gourmet restaurants and
unique shopping
Situated on the Gulf of Mexico
8,265 available rooms in Collier County
68 % leisure travel with 33 % coming from Florida
Marco Island is the largest island of the “Ten Thousand Islands” and is the
western gateway to the Everglades
Has 4 miles of beaches
Eco-tourism, fishing and nature preserves
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1.5 million acre Everglades National Park within an eco-system seven times as
large
Naples Airport is the closest with South West Florida International Airport 1 hour
north
Sarasota, Florida
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Advertising theme – Florida’s Cultural Coast
1,333,190 visitors in 2001
$1.5 million advertising budget
Located on the Gulf of Mexico
John and Mable Ringling Museum of Art and the Circus Museum
Live theater, ballet, opera, art galleries and symphonies
Sarasota Jungle Gardens
More than 30 golf courses
The number one small city in America to live, Money Magazine
St. Petersburg/Clearwater, Florida
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Advertising theme – Florida’s Beach
4.7 million visitors in 2000
$8.3 million advertising budget
35 miles of shoreline
Salvador Dali museum
40 golf courses
Home of the Tampa Bay Devil Rays with the Tampa Bay Buccaneers and Tampa
Bay Mutiny nearby.
Spring training camps for the Philadelphia Phillies and the New York Yankees
Thoroughbred racing nearby at Tampa Bay Downs
Busch Gardens located in nearby Tampa
Tampa Bay, Florida
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Advertising theme – No Better Way To Do Florida
$1.0 million advertising budget
15.39 million visitors in 2000
Tampa Convention Center provides 600,000 sq. ft. of meeting space
The Florida Aquarium
Historic Ybor City
Beaches on Tampa Bay and the Gulf of Mexico
Tampa Bay Downs and Tampa Greyhound Track
Pro baseball, soccer, basketball and hockey
Dozens of golf courses including the Arnold Palmer Golf Academy and home of
the PGA Tour’s Verizon Classic
Direct flights into Tampa
Sources: CVB, VCB Web Sites and Chambers of Commerce for selected destinations
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CURRENT SAPV&B VISITOR PROFILE
Demographic
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Couples (over 50%) are the majority of visitors
Families generally represent 25-35% of visitors (under 25% October-March)
Extended families have had significant growth in recent years
Average age, 45+
Average income, $45,000+
Geographic
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Florida visitors account for the highest percentage (32-52%, highest in summer)
On an annual basis, Georgia is second highest feeder state (6-18%, highest in
summer)
New York/New Jersey/Connecticut region is third highest (3-12%, highest in
winter)
North Carolina, South Carolina and Tennessee provide good growth potential (110%, varies by season)
Origin Market Study
Mid-Florida Research & Marketing regularly conducted a study of from where visitors
to St. Johns County traveled. In the first half of this fiscal year 94% of visitors to St.
Johns County were traveling from within the United States:
October, 2001 through March, 2002
38% Florida
6%
Georgia
4%
Pennsylvania
7%
5%
4%
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New York
North Carolina
South Carolina
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OVERVIEW OF GENERAL STRATEGIES
Advertising Creative Strategy
While the historic ambiance is the dominant reason for visiting SAPV&B, there are
other factors that significantly contribute to tourist volume. These factors are beach
and golf related. St. Johns County is also a drive-related destination so its appeal
will be particularly relevant to those tourists who prefer to drive rather than fly.
Consumer interest can further define this audience and how SAPV&B can fulfill their
needs. These interests have been divided into eight segments: families, couples,
heritage tourists, nature tourists, golfers, active seniors and meeting/incentive
planners and tour/group planners.
The Meridian Group has developed an integrated advertising campaign that
positions SAPV&B as a unique and compelling destination for all market segments.
The campaign’s central theme is “See Different Things. SEE Things Differently”
and is utilized as the theme in all advertising and communications materials. The
graphic presentation of this message is communicated with high quality photography
of unique amenities and attractions within SAPV&B shot from a unique perspective.
A smaller inset photograph reveals the “bigger picture” of the communication by
displaying a visual for each market segment.
The creative campaign has successfully tested on a significant database of
consumers from each market segment within our primary geographic markets.
Advertising Media Strategy
Our primary strategic objective is to provide media executions that will build
awareness and increase inquires from all segments. Efforts will be prioritized
according to drive market geography, primary demographic profiles of each segment
and timed for planning periods traditional for each segment. Psycho-graphically,
media will be selected for its ability to match our core visitor profile. As budget
permits, we will maintain current activity in FLA-USA/Visit Florida initiatives. Key to
this year’s efforts will be supporting the VCB sales efforts with specific media and
development of media promotional partnerships.
Interactive Strategy
In-depth analytical view of our entire program to include customer relationship
management, consideration of key external variables such as age, income and
buying habits, segmentation of customer base into groups based on value and
profile then put into place a system for communication via highly targeted messages
geared to customer interests and demographic profile.
Maintain human touch with efficient information management including
resources for:
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Booking rooms
Identifying call source & interest (data collection)
Integration of internet inquiries & sales databases
Fast distribution of requested materials
Fast distribution of partner leads
Follow-up contacts based on customer interest (data mining)
Timely reporting of campaign results & ROI
Create web-based special events.
Increase e-newsletter transmittals.
WEB TRAFFIC BY MONTH
UNIQUE VISITORS JULY 2001 - JUNE 2002
26
JUN
MAY
APR
MAR
FEB
JAN
DEC
NOV
OCT
SEP
AUG
JUL
45,000
40,000
35,000
30,000
25,000
20,000
15,000
10,000
5,000
-
PAGE VIEWS BY MONTH
200,000
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
JUL
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY
JUN
Partnership Marketing Strategy
To extend the SAPV&B marketing budget, a partnership-marketing program has
been established. The objective of this program is to identify compatible partners
that are willing to support the activities of SAPV&B with joint marketing efforts.
SAPV&B would provide point of sale materials offering a free weekend vacation to
partners and mention them in advertising. Selected partners would support
SAPV&B by displaying materials in their retail outlets and mentioning the promotion
in their advertising. The benefit to SAPV&B is increased exposure/awareness of the
destination and the opportunity to add to their database. The benefit to the partner
is improved customer relationships. We believe an aggressive partnership program
could increase the tourism advertising budget by over $500,000.
Marketing Research Strategy
During development of the new advertising campaign, we conducted an online
research project of two different advertising directions. After reviewing the research
results and following a great deal of discussion, one direction was chosen.
Developmental timing and budget considerations have brought us to the point now
where a more thorough examination is appropriate prior to making large investments
in the new campaign. Very early in FY 2003, we will test the message of the new
“SEE THINGS DIFFERENTLY” print advertising campaign to determine if the
audience is seeing things “our way.”
Once the testing is complete and any necessary tweaking has been done, we will
put several research initiatives in place to track effectiveness of the campaign,
27
including a conversion study to evaluate and fine-tune the advertising and fulfillment
material.
Over the past year we have increased the number of survey responses collected
from visitors for use in our origin market research. The sample plan for this research
finally has reached validity and we will accumulate a couple of more years of trend
lines. This will provide us with more accurate data down to the zip code level.
Sales Strategies
The VCB sales department has two distinct customer bases: internal and external.
Our internal customer base includes all the VCB members. Our external customer
base is comprised of leisure travelers, meeting planners, group planners, and tour
and travel planners.
By focusing on the changing needs of external customers, we will promote the value,
consistent quality, service and the variety of experiences available in SAPV&B.
Working with VCB members, we will make monthly distributions of SAPV&B
information to the trade press and professional organizations for their newsletters.
In addition, strong relationships will be established with airlines and ground
transportation industries, with the intent of partnering with them on familiarization
trips, trade shows and other sales activities. Our efforts will also remain sensitive to
the security concerns of visitors.
Promotions/Special Events Strategies
To increase overnight visitation, we will offer special events that will give the visitors
an added reason to visit SAPV&B. We will offer the visitors events that they would
not be able to find elsewhere that gives them a feel for the area’s history, culture and
community spirit.
We will promote the events to a drive market and offer incentives for visitors to
attend. This will help increase occupancy during low demand periods. A key to
making the special event promotions work is packaging. We will offer the visitor
special packages that them the feeling that their purchase has added value.
Sports Marketing Strategies
SAPV&B is well positioned to fulfill the needs of sports groups. We are able to
focus our attention on five of the most popular groups – golf, tennis, softball,
baseball and beach sports. The sports market is broken up into three general
areas: amateur sport groups, corporate sports groups and sports associations.
28
Public Relations / Communications Strategies
VCB communications efforts focus primarily on raising awareness of the attributes of
SAPV&B as a vacation destination among the general public through the placement
of positive stories in the mass media. In addition, the VCB seeks to facilitate
effective internal communications within the membership as well as within the local
tourism industry. In every case, the overall goal is to increase consumer and trade
selection of SAPV&B as a vacation or meeting destination.
29
INITIATIVE DETAIL FOR 2002-2003
Interactive Initiatives
Over the next two months, The Meridian Group will be analyzing the past and
present use and performance of the SAPV&B website. This includes optional URL
addresses that better represent the entire County than www.visitoldcity.com, as well
as the external use of the getaway 4 – addresses beyond search engine
optimization purposes.
Our preliminary recommendations include:
www.seefloridadifferently.com
www.seefladifferently.com
www.seedifferentthings.com
www.seethingsdifferent.com
www.dofladifferntly.com
www.sapvb.com
www.differentfl.com
www.differentvacation.com
www.differentdestination.com
www.differentmeetings.com
Initiative Title:
Redesign and Development of Website
A total redesign of the current website is recommended to integrate all marketing
communications into a single voice. Art direction, copy and overall navigation will be
based upon the newly developed creative campaign and market segmentation
strategies currently being executed.
Budget:
Initiative Title:
TBD
Website Optimization Program
Search Engine Optimization (SEO) is the process of strategically improving and
raising a web site's rank and position in the major search engines on the Internet.
Consider these statistics:



A report from SRI (Statistical Research Inc.) states that 57% of all Internet users
use a search engine making this the second most popular Internet activity (e-mail
is number one).
Media Metrix (December 2000) reported the major search engines generated
over 300 million unique visitors combined (during that month alone).
According to a RealNames Survey, 74% of surfers use search engines to "travel"
the Web.
30

Jupiter Communications reported that 70% of consumers rely upon search
engines to find new sites.
Search Engine Optimization is crucial since it takes the guesswork out of a site's
position and ranking on the search engines. Simply put, when someone types a key
phrase into a search engine, and if the web site is optimized for that specific search
engine, SAPV&B can expect to find their site listed relatively high up in the rankings.
Additionally, the recommended Search Engine Optimization Plan takes this to the
next level. We not only optimize SAPV&B’s site to appear on the search engines, but
we optimize it to achieve higher visibility and placement. We will be able to drive
targeted traffic to the SAPV&B site as a result of the site being optimized and
therefore found in a major search engine.
Site Optimization includes:




Imbedding meta tag information in all the web pages.
Reviewing and analyzing keywords in the title tag of the web pages.
Reviewing the front-page text of the home page. (The more text on the frontpage the better.)
Link procurement from other popular sites.
When the site is fully optimized, site submission takes place. This involves manually
submitting pages of the web site to the search engines.
30 days after the initial submission, the first Keyphrase Position Report is generated
and reviewed. This report can be weak or strong depending on the engines and/or
competition.
Many search engines can take up to six months before indexing new data in their
database and actually listing the pages on their search results, so that is why we
highly recommend paying for the Express Web Site Submissions to the Top Search
Engines.
Additionally, because it can take up to six months for many search sites to index
new data, our Quarterly Search Engine Maintenance Plan ensures that we can
continue to track the progress of the site's ranking and visibility.
Ninety days after the initial submission, the first Quarterly Report will be generated to
show any improvement or progress that has been achieved. The ranking and
placement will determine whether we will recommend any changes or simply
continue to closely monitor and report the current standings.
Because search engines can be temperamental and difficult to predict, once again, it
is strongly recommended to take advantage of the Quarterly Search Engine
Maintenance Plan. Every quarter, the SAPV&B will receive a full report of the web
site’s placement and standing within the different search engines. The Quarterly
Search Engine Maintenance Plan also allows the agency to closely monitor the site
continuously to ensure that the submitted and properly optimized Web site does not
disappear or drop its placement.
31
Project:





Professional Web Site Analysis and Search Engine Optimization
Search Engine Keyphrase and Category recommendation
Web Site Optimization based on search engine guidelines
Site submission to major search engines (highly recommend using below
"Express Submit" options for faster inclusions into major/ popular search
engines)
Revise META Tags and implement search engine optimization techniques
so "keyphrase#1," " keyphrase#2," and " keyphrase#3" show up with high
rankings in the major search engines
Generate a "Before and After" search engine report - we will use the
client-approved expected key phrases in the report to evaluate the Web
site's search engine presence
Budget:
Project:






Express Web Site Submissions to the Top Search Engines
Yahoo! Business Express - site will be listed in 10 business days from
date of submission to Yahoo!
LookSmart Express Submit - site will be listed in 5 business days from
date of submission to LookSmart
Inktomi Search Program - site will be listed in 2 business days from date
of submission to Inktomi
AltaVista Express Submit- site will be listed in 5 business days from date
of submission to AltaVista
Excite Express Submit - site will be listed in 5 business days from date of
submission to Excite
Microsoft Express Submit - site will be listed in 5 business days from date
of submission to Microsoft
Budget:
Project:
$1,650
$1,550
Quarterly/ On Demand Search Engine Maintenance Plan
This plan can be set up on a quarterly basis or on an as needed or "On Demand"
basis.
 Surveillance of Web site ranking and placements based on approved key
phrases
 Web Site adjustments to ensure search engine optimization
Budget:
$2,300
32
Project:
E-mail Database and Capture Tools
To increase inquiries and frequency of communication to past inquiries, The
Meridian Group recommends a newly designed capture tool that will allow the VCB
to communicate to prospects and past guests based upon their specific interests. A
schedule of outbound e-mails will be developed to each of the eight market
segments on a quarterly basis based on seasonal events and activity levels. In
addition, one, all-encompassing e-mail will be sent to the entire e-mail database on a
quarterly basis. Based upon this strategy a total of 36 outbound e-mails will be sent
out per year, with each opt-in registrant receiving a minimum of eight e-mails per
year. TMG will develop creative for all e-mails while a database management
company will be responsible for the execution of the e-mail.
Budget:
Initiative Title:
$9,000 per year (36 e-mails per year @ $250 each)
Database Management
In order to better manage all telephone, reader service, group meeting planner, tour
and travel planner, and permission based e-mail inquiries as well as providing
improved tracking mechanisms, therefore reducing research costs, it is
recommended to contract with LMG of Scottsdale, AZ to manage all databases for
SAPV&B. LMG will provide all database management services at an extremely
reduced fee to increase their awareness within the CVB market segment. LMG will
provide regular reporting and analysis including Market Segment, Geographic
Origin, Business Origin, Source of Business, Lead Time Analysis and additional
reports as requested included in their monthly service fee.
Budget:
Initiative Title:
Project:
$15,000 ($3,000 initial cleansing & segmentation plus
$1,000/month management)
Collateral Materials
Redesign of Tradeshow Booth
The Meridian Group recommends that the VCB refurbish the current SAPV&B trade
show exhibit to be consistent with the new advertising campaign, website and
collateral.
Budget:
$8,500
33
Project:
Development of New Printed Collateral
Item
Rack Brochure (70,000)
Golf Guide (15,000)
Meeting Planners Guide (10,000)
Unique Venues Guide (13,000)
Presentation Folder (2,500)
Quarterly Calendars (5,000 per x 3)
CD-Rom PR Kit (1,000)
PR Web Postcard
Assoc. Mtg. Planner D.M. (10,000)
Past Inquiry Post Cards (75,000)
Nights of Lights Brochure (20,000)
Miscellaneous
Description
Use
6 Panel,4C,4x9
4 Panel,4C,8.5x11
6 page w/Inserts
4 Panel Insert
4 Panel,4C,9x12
4 Panel,1C,4x9
CD-Rom & Holder
Oversized Postcard
3-D w/Incentive
4C,6x9
5 Panel,4C,4x9
TBD
Fulfillment
Fulfillment/DM
Fulfillment/DM
Fulfillment/DM
PR/Sales
Fulfillment
Fulfillment
Fulfillment
Direct Mail
Direct Mail
Direct Mail
TBD
Total Budget:
*includes estimated postage
34
Est. Cost
$13,000
$ 8,000
$20,000
$ 800
$ 3,000
$ 5,000
$10,000
$ 500
$15,000
$31,000*
$ 7,000*
$ 5,000
$118,300
Sales Initiatives
The VCB sales department has two constituent bases: internal and external. Our
internal constituent base includes all the SJC tourism industry and VCB members.
Our external customers are our travel industry partners and users including leisure
travelers, group tour operators, wholesalers and leaders, and meeting planners.
The sales department must respond to the needs of both constituencies.
External Objectives:
 Identifying and communicating opportunities for business partners resulting in
additional room nights booked at SAPV&B accommodations.
 Remove obstacles and provide convenient planning services for those
seeking to visit SAPV&B for area vacations, tour and travel group planners,
meetings and incentives planners and others.
Why customers contact the VCB:
 Access to a wide range of information and support programs.
 Established credibility with planners and consumers.
 Timely response.
 Respect and respond to the client’s requests.
Focusing on the changing needs of external customers, we will promote
value, consistent quality, service and the variety of experiences conveniently
available in SAPV&B. Working with VCB members, we will make monthly
distributions of SAPV&B information to the trade press and professional
organizations for their newsletters. In addition, strong relationships will be
established with airlines and ground transportation industries, with the intent
of partnering with them on familiarization trips, trade shows and other sales
activities. Our efforts will also remain sensitive to the security concerns of our
visitors.
Internal Objectives:
 To act as an extension of members’ sales and marketing activities to create
awareness and generate interest, resulting in business opportunities for
members through sales activities, familiarization trips, trade shows and
industry events.
 Generate information and leads.
Measurable Objectives:
 Meetings & Incentives: to increase meeting & incentive leads from 157 leads
in FY2001 to a projected 250 leads in FY2002, and to 400 leads in FY2003.
 Tour & Travel: to generate 200 tour and travel referrals during FY2003.
 Consumer & Leisure: to increase consumer inquiries by 100%.
35
Domestic Leisure Sales
Initiative Title:
The leisure visitor continues to be the primary market for SAPV&B. Although the
number of visitors decreased during 2001, the length of stay increased, as did the
amount of revenue generated per visitor.
Initiative Objectives:
To increase the SAPV&B share of leisure travel with special emphasis on building
non-peak periods. We will promote leisure travel during other market projects such
as the Religious Conference Managers Annual Convention; Employee Service
Managers Annual Convention; and other trade shows by distributing Vacation
Guides and Promoting GETAWAY Vacations.
Project:
Coordinator:
Anchors Away, Get Up & Go Travel Show
Sharon Booth
Consumer travel show in Tampa, predicts attendance of approximately 8,000 people
interested in vacation travel. The VCB reserved two seminar spots to feature the
diversity of experiences and recreation opportunities available in SAPV&B.
Objective:
To promote SAPV&B vacation travel to consumers in major drive market.
VCB will promote mid-week travel featuring Shop’til You Drop, Nights of
Lights, and mid-week GETAWAY packages with emphasis on golf and
special events. To gather names of potential visitors, SAPV&B will sponsor a
drawing for a Nights of Lights Package.
Location:
Date:
Market:
Budget:
Measurement:
Tampa, FL
November 15-17, 2002
Leisure
$1,543 registration and related travel expenses
300 inquiries generated during trade show
500 new contacts for future mailings
To measure response, we will develop an
exclusive “Get Up & Go” travel incentive coupon
36
Project:
Coordinator:
Snowbird Extravaganza
Sharon Booth
This two-day consumer tradeshow, attended by more than 75,000 people, is
directed toward Canadian and other winter residents in targeted drive market.
SAPV&B offers those already visiting in Florida another place to visit during their
extended winter stay.
Objective:
Take advantage of shorter planning cycles by promoting
MYGETAWAYVACATIONS Series and special events scheduled for the next
3-month period and produce immediate responses through packages such as
GETAWAY4GOLF, GETAWAY4NATURE, GETAWAY4HISTORY,
GETAWAY4SHOPPING and special events.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Lakeland, FL
January 14–15, 2003
Leisure
$2329 registration and related travel expenses
500 inquiries
To measure response, we will develop a coupon
exclusive to Snowbird 2003
Florida Welcome Centers
Sharon Booth
VCB will initiate and organize a series of opportunities for members at the Official
Florida Welcome Center located at I-95 at Yulee. Each member will have an area to
display brochures and promote their property or attraction. Visit Florida statistics
show that 14% of out of state visitors do not make advance reservations prior to
traveling.
Objective:
Take advantage of opportunity for immediate impact on drive visitors entering
Florida. To increase individual reservations, to create awareness of SAPV&B
as a destination, to encourage those already scheduling a visit to extend their
stay and promote attraction visits. Promote onsite reservations (phone or
websites) for members who have those capabilities.
Location:
Date:
Market:
Budget:
Measurement:
Welcome Center I-95
Open 2002-2003
Leisure
$50.00 related travel expense per activity
Immediate increase in leisure reservations
37
Project:
Coordinator:
Florida State Fair
Sharon Booth, all sales staff participate
SAPV&B VCB will host the St Johns County Exhibit
Objective:
Distribute Vacation Planners and brochures to more than 3,000 people in one
of SAPV&B’s largest drive market areas. To promote diversity of SAPV&B to
this major drive market through MYGETAWAYVACATIONS Series, Special
Events packages and SAPV&B web site for up to date information, special
events and on-line reservations. Due to the response of the 2002 GETAWAY
drawing, SAPV&B will sponsor another drawing for the 2003 State Fair.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Tampa, FL
February 6–17, 2003
Leisure
$2600 booth display and related travel expenses
2000 inquiries
To measure response, we will develop a coupon
exclusive to State Fair 2003
Atlanta Camping & RV Show
Sharon Booth
SAPV&B will exhibit at this three-day consumer show that reaches approximately
8,000 people in the Georgia camping and RV market. Outside of Florida, Georgia is
SAPV&B’s primary drive market.
Objective:
To promote SAPV&B as family recreation destination with camping, beaches
and historical attractions. SAPV&B will sponsor a drawing for a
GETAWAY4NATURE Giveaway package. Distribute SAPV&B nature-based
family recreation guide. To collect new contact information for future mailings
via US mail and Email. We will promote special events, the
MYGETAWAYVACATION series, and the SAPV&B web site for up to date
information and on-line reservations.
Location:
Date:
Market:
Budget:
Measurement:
Atlanta, GA
September 25–28, 2003
Leisure
$1593 registration and related travel expenses
1500 inquiries
Show to measure response by email and US mail
38
Project:
Coordinator:
Southern Women Expo Raleigh-Durham
Sharon Booth
Three-day consumer trade show attended by more than 20,000 consumers in one of
SAPV&B’s targeted drive markets. The show series is directed to women of which
79% work outside the home.
Objective:
To promote SAPV&B as desirable vacation destination for this drive market.
To promote SAPV&B MYGETAWAYVACATION Series and special events.
SAPV&B will sponsor a drawing for a getaway vacation to generate contacts
for future mailings via US mail and Email.
Location:
Date:
Market:
Budget:
Measurement:
Raleigh-Durham, NC
April 24–27, 2003
Leisure
$3440 registration and related travel expenses
2500 inquiries
39
Initiative Title:
Group Tour & Travel
Tour operators are diversifying to capture niche markets, refocusing on domestic
groups to compensate for the downturn in international travel during 2001 and
becoming more active on the Internet.
Initiative Objectives:
Continue targeting operators with current Florida, Georgia, or South Carolina
programs promoting SAPV&B’s history, cultural heritage and product diversity.
Target tour operators with significant client base in niche markets such as
grandparent/grandchild programs and those with significant “future senior” or “baby
boomer” clientele. Develop tour programs and itineraries with operators searching
for new and alternative destinations.
Project:
Coordinator:
American Bus Association Annual Convention
Gina Villacorta
ABA Is the national association of tour operators and related suppliers.’ The annual
convention is exclusive to members, has prescheduled appointments with tour
operators, networking opportunities, educational seminars and industry
update/trends meetings. ABA provides an opportunity to meet with tour, receptive
and charter operators who do not belong to NTA, thus providing an additional
contact database.
Objective:
Promote SAPV&B as a desirable destination for history, a “real” Florida
experience, heritage, grandparent programs and nature/adventure programs.
Promote the addition of SAPVB to current programs that travel to Central
Florida and the southeast US. Promote addition of SAPV&B to existing
Charleston, SC, and Savannah, GA programs. We will promote use of the
new Group Travel Planner, our website and VCB timesaving services to make
it easier for operators to book with SAPV&B members.
Date:
Location:
Market:
Budget:
Measurement:
February 1-6, 2003
Indianapolis, IN
Tour & Travel
$2,409 registration and related travel
Generate 8 to 10 leads and/or requests for rates
Long-term goal is the addition of SAPV&B to 3
operator programs
Generate contact data for 45 operators to be
distributed to membership
40
Project:
Coordinator:
Travel South USA
Gina Villacorta
Travel South annual conference is exclusive to tour operators who use Southeastern
destinations or are planning programs to the southeast. Travel South includes a
trade show, prescheduled appointments and networking opportunities. In order to
maintain beneficial ratio of operators to suppliers, a limited number of suppliers are
invited each year.
Objective:
Promote SAPV&B as an overnight stop to existing southeast programs. We
will target operators with history/heritage programs scheduled for Charleston
or Savannah and promote SAPV&B as a desirable addition to these tours.
We will emphasize the variety of experiences available in SAPV&B for all tour
companies traveling to the southeast.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Savannah, GA
February 15-19, 2003
Tour & Travel
$2,682 registration and related travel expenses
Generate 3 leads and 5 requests for rates
Generate 50 contacts for member distribution
Three Tour and Travel Familiarization Trips
Gina Villacorta
Familiarization trips will be scheduled around special events most appealing to this
market, i.e., Nights of Lights. These trips will be offered to pre-qualified operators
who are seriously considering SAPV&B for inclusion in their program. Each
familiarization trip will be announced in trade publications, and by special e-mail/fax
to targeted operators in the VCB database. Consideration will be given operators
with domestic and international travelers, as well as receptive operators.
Objective:
Promote SAPV&B through first-hand experience as a diverse and unique
destination. To promote SAPV&B as a viable overnight (vs. day-trip), and a
multi-day addition to current Southeast US and Florida programs.
Location:
Date:
Market
Budget:
Measurement:
SAPV&B
December, 2002 and February & Fall 2003
Tour & Travel
$7,500 related expenses ($2500 per FAM)
To be included in 2 tour operator programs per
FAM Group
Generate additional contacts for future leads
41
Project:
Coordinator:
US 17/A1A Heritage Corridor Meetings
Gina Villacorta
The goal of this group is to establish and market a “heritage” corridor along US 17
and A1A from South Carolina, through Georgia and to St. Augustine. Our Tour &
Travel Sales Manager is on the steering committee and the branding committee of
this group. Meetings are generally held on a quarterly basis, and are within the
northeastern Florida, Georgia or South Carolina areas. Costs vary based on the
location of the meeting and number of overnights required.
Objective:
Ensure that St. Augustine is well represented in the planning of this program.
Promote history, heritage and related events as they relate to the overall
objectives of this group.
Budget:
Measurement:
$2332 annual total travel expenses for meeting
series and sales calls to AAA Travel offices
3 new contacts for member follow up
42
Initiative Title:
Meetings & Incentives
Even during a weakened economy, the meetings and incentive market generates
nearly 40% of SAPV&B’s bed tax revenue. Meetings and incentive programs offer
the highest rate of return on investment, and compliment leisure visits by providing
much needed mid-week business.
Initiative Objectives:
Develop SAPV&B business opportunities through
increased emphasis on group markets within a 5 - 6 hour
drive time for meeting and incentive programs.
Continue to target special market segments and promote
the diversity available in SAPV&B.
Increase web-based business opportunities.
Coordinate Meetings Information Network(MINT)
program for member services.
Identify opportunities and develop Second Tier Cities for
new business.
Project:
Coordinators:
IACVB Convention Industry Network - MINT
Katie Brady and Sharon Booth
MINT, (Meetings Information Network) exclusive to participating CVBs, contains
complete meeting information on more than 23,000 meetings, 60% are within the
SAPV&B target market of less than 200 peak room nights. To be included in the
MINT program, a meeting must use 50 rooms on peak night, must be transient and
can be solicited, and must convene regularly in at least three states or more,
including international destinations.
Objective:
Increase leads and business opportunities by identifying organizations with
meeting requirements. Target low demand periods. Obtain meeting history
and future meeting information for members. Target groups for sales and
marketing solicitation based on meeting dates, meeting requirements
including break-out sessions, exhibit requirements, banquet functions, peak
room nights, geographic location and market segment. To respond to
member requests for group contact information based on criteria specified by
that member. Obtain targeted mailing lists for sales activity.
Actions:
1) Explain the benefits of MINT with hotel/resort members, answer questions
and obtain member commitment pledges.
2) Submit MINT application and reportable meeting booking information for
next 12 months as provided by hotel/resorts
3) Coordinate area booking report information to MINT and information
search requests from members.
43
Budget:
Measurement:
Project:
Coordinator:
$3600 annual fee for unlimited access to MINT
Generate leads based on members’ specific
requests
Save members’ time by obtaining history
information
Provide information for member sales activities
TSAE Annual Education Day & Trade Show
Katie Brady
The Tallahassee Society of Association Executives produces a one-day trade show
and invites the Society of Government Meeting Planners to participate.
Approximately 500 people attend the event.
Objective:
To support SAPV&B members in their solicitation of Florida Association
programs and to introduce new properties and attractions to planners. To
make personal contact with planners who schedule programs in Florida
during the low demand periods. To emphasize the unique experiences
available in SAPV&B, including world-renowned golf, historical venues,
quality and value. We will target those groups with 200 peak room nights or
less.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Tallahassee-Gainesville
October 15-17, 2002
Association
$1477 registration and related travel expense
10 leads generated during the event
75 leads for future follow up after the event
Florida Encounter
Katie Brady
FL Encounter, produced by FLAUSA, is a highly effective program attended by 300
pre-qualified planners. FLAUSA qualifies all buyers, based on the buyer’s ability and
interest in doing business in Florida. Program includes pre-event support, one-onone scheduled appointments and networking opportunities.
Objective:
To generate leads from planners already qualified and interested in doing
business in Florida, we will emphasize the unique experiences available in
SAPV&B. We will focus on SAPV&B’s world-renowned golf, historical
venues, quality and value. We will target those groups with 200 peak room
nights or less.
44
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Florida
November 3–6, 2002
Corporate & Association
$3408 registration (2003) and related travel
expenses (2002)
25 leads generated during event.
125 contacts for area information and follow up.
Town Hall Meeting for Planners & CVBs
Katie Brady
“Town Hall Meeting” exclusive to CVBs and meeting planners. The program
includes a forum and discussion followed by trade show.
Objective:
The program is designed to introduce meeting planners to the benefits of
using CVBs for meeting site selection assistance and learn about the other
services available at CVBs. We will focus on the advantages of the SAPV&B
VCB; and the wide selection of accommodations and venues offered in
SAPV&B.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Tallahassee, FL
January 7, 2003
Association, Government & SMERF
$755 registration and related travel expenses
10 leads generated during event
30 leads generated during the event for future
activity
Destinations Showcase Series
Katie Brady
The Destinations Showcase Series, exclusive to Convention and Visitors Bureaus,
includes pre-show mailing support, educational seminars, networking opportunities
and trade show. Attendance averages 400 pre-qualified planners at each show,
representing all market segments.
Objective:
These programs are only open to Visitors & Convention Bureaus, so we are
able to market to planners that may not be as readily available to our
members. Planner response and participation at the Destinations Showcase
Series continues to increase. The one-day program format saves time by
offering planners the opportunity to learn about multiple destinations and
distribute their meeting specifications.
45
Location:
Date:
Market:
Budget:
Measurement:
Washington, DC
February 13, 2003
Association, Government & Corporate
$3630 registration and related travel expenses
25 leads generated during event
75 contacts for area information and follow up
Location:
Date:
Market:
Budget:
Measurement:
New York, NY
April 24, 2003
Association, Government & Corporate
$3870 registration and related travel expenses
20 leads generated during event
60 contacts for area information and follow up
Location:
Date:
Market:
Budget:
Measurement:
Chicago, IL
July 31, 2003
Association, Government & Corporate
$3580 registration and related travel expenses
20 leads generated during event
60 contacts for area information and follow up
Project:
Coordinator:
Affordable Meetings-Washington DC
Katie Brady
Series of trade shows sponsored by Hospitality Sales & Marketing International,
targeting decision makers interested in low demand periods and value added
opportunities. Program consists of seminars, networking and trade show.
Objective:
Identify and target planners who schedule programs during SAPV&B low
demand periods. Promote SAPV&B as a desirable and affordable meeting
destination.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinators
Washington, DC
September 3–4, 2003
Association, Government & Corporate
$4245 registration and related travel expenses
40 leads generated during event
150 contacts for area information and follow up
Religious Conference Management Association
Katie Brady
This annual convention draws more than 500 religious planners. RCMA restricts the
number of exhibitors to maintain the appropriate ratio of planners to suppliers. Event
includes pre-show mailing support and delegate conference information.
46
Objective:
To promote SAPV&B as a desirable destination for Religious conference
planners, many schedule multiple types of group programs ranging from
upscale to economy. Almost 80% of these programs are in the SAPV&B
target market of under 200 peak rooms during low demand periods. To
develop and target leisure travel from RCMA members.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Charlotte, NC
January 28–31, 2003
Religious
$2760 registration and related travel expenses
20 leads generated during event
100 contacts for area information and follow up
200 leisure travel contacts
Society of Government Meeting Planners
Central Florida Chapter
Katie Brady
The SAPV&B meeting registration project has been very well received. We will
sponsor a meeting bringing our supporting members together. We will schedule
sponsorship for early in 2003.
Objective:
To strongly identify SAPV&B members and our area as a desirable
destination for government meetings and leisure travel.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Gainesville, FL
March 20, 2003
Government
Self-funded
50 total leads generated throughout the year
FSAE & TSAE & SGMP (Tallahassee Chapter)
Reception & Mini-Trade Show
Katie Brady
Reception hosted by SAPV&B hotels, resorts and attractions
Objective:
To offer SAPV&B members the opportunity to meet association and
government planners. To emphasize SAPV&B as a unique destination with
renowned golf, recreation, wide selection of accommodations; all in Florida’s
most historical city.
47
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Tallahassee
November 19, 2002
Association, Government & SMERF
Self-funded
Related travel expense $315
40 leads generated directly to participating
members
120 contacts for future action
CEO & Top Level Executive Familiarization Trip
THE PLAYERS Championship
Katie Brady
Host a select group of corporate decision makers during the world-renowned golf
tournament, THE PLAYERS Championship.
Objective:
To maximize opportunity to bring decision makers to area using VIP tickets to
The Players Championship and other special events. Guests will be prequalified and invited based on their ability to do business in Northeast Florida,
their meeting history and their authority to make final decision.
Location:
Date:
Market
Budget:
Measurement:
Project:
Coordinator:
SAPV&B
March 27-30, 2003
Corporate
$5,000 related expenses
15 leads generated program
Generate 60 future leads and additional referrals
Three Sales Trips to North Carolina
Katie Brady
Three sales trips scheduled to Charlotte, Winston-Salem, Raleigh-Durham, and
Research Triangle Park.
Objective:
To target continuing education programs, religious groups, pharmaceutical
companies and other industries.
Location:
Date:
Market:
Budget:
Measurement:
North Carolina
October, 2002 and February & June, 2002
Corporate, Association & SMERF
$1475 related travel expense per trip;
$4425 annually
20 leads generated during each trip
60 leads generated during each trip for future
action
48
Project:
Coordinator:
Three Sales Trips Combining
Tallahassee and Gainesville
Katie Brady
Trips to Tallahassee and Gainesville scheduled to coincide with monthly meetings of
Tallahassee Society of Assn Executives (TSAE) and the Gainesville Chapter of the
Society of Government Meeting Planners (SGMP).
Objective:
To target the Continuing Education Programs scheduled through the
University of Florida and Florida State, emphasis on the School of Medicine
and related fields with mandatory continuing education programs. In
Tallahassee target association planners to generate additional bookings for
SAPV&B.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
Tallahassee and Gainesville
October & November, 2002 and March &
September, 2003
Continuing Education, Government & Association
$355 related travel expense per trip,
$1,065 annually
10 leads generated during each trip
40 leads generated during each trip for future
action
Sales Trip to Atlanta, GA
Katie Brady
Sales trip to make personal contact with corporate and association planners in
Atlanta area.
Objective:
Focus on national corporate groups with headquarters or regional offices in
the Atlanta area, and the association planners, all located in a major SAPV&B
drive market. We will emphasize SAPV&B as a unique destination with
world-renowned golf, a wide selection of accommodations, historical venues
and a variety of experiences with easy accessibility.
Location:
Dates:
Market:
Budget:
Measurement:
Atlanta, GA
December, 2002
Corporate & Association
$1,352 related travel expense for trip
15 leads generated during trip
50 leads generated during trip for future action
additional leads generated through referrals
49
Initiative Title:
International Markets
Spurred by a strong Euro and weakening dollar, European travel to Florida is
expected to return to normal levels beginning in late 2002 and into 2003. It is
important to maintain relationships we have built over the years and develop new
contacts whenever possible, even though our international marketing budget has
been greatly reduced.
Initiative Objectives:
Participate in the Travel Industry Association of
America’s annual convention and in the International
Travel Services Association’s annual and quarterly
meetings.
Generate international meeting and incentive
opportunities through participation during Delta Air Lines
Gateway Showcase.
Project:
Coordinator:
International Travel Services Association
Annual Meeting
Gina Villacorta
Annual meeting that provides networking and relationship-building opportunities, as
well as one-on-one business discussions with operators. This group focuses mainly
on international inbound groups and individual travelers from the Latin market.
Without representation in these areas, it is vital that we continue to build
relationships with this group of receptive operators in order to capture visitors from
these countries.
Objective:
Continue to build on existing relationships to promote the addition of SAPV&B
in receptive operator programs. To promote SAPV&B as a unique destination
with strong history and heritage ties to these Latin American countries. We
will use our Group Travel Planner, “What’s New” quarterly updates and
additional materials as requested. We will promote use of our website and
VCB services to make selecting SAPV&B for their programs easier.
Location:
Date:
Market :
Budget:
Measurement:
Sanibel Island, FL
October 3 – 4, 2002
International Tour & Travel
$1,058 registration and related travel expenses
SAPV&B to be included in three more programs
50
Project:
Coordinator:
TIAA – POW WOW Annual Trade Show
Gina Villacorta
Travel Industry Association of America produces this annual trade show that
includes scheduled appointments with overseas and US receptive operators who
have inbound international group and individual travelers to the US. Without other
representation in this market, it is important to continue to promote SAPV&B to this
group as a desirable destination, so that we are able to capture bookings as the
international market rebounds.
Objective:
Promote SAPV&B as a unique destination with many historical and heritage
ties to Europe, as well as amenities and activities that are attractive to this
market. We will promote SAPV&B as a complete destination, offering a range
of options from resorts to economy packages. We will use our Group Travel
Planner, additional photographs and promotional aids, to encourage bookings
and inclusion in operator programs. Promote use of our website as quick
efficient planning tool.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
St. Louis, MO
May 4 -10, 2003
Tour & Travel
$6,161 registration and related travel expenses
Generate 5 leads
Generate 5 rate requests (non-date specific)
Generate 50 contacts for member distribution
ITSA – International Travel Services Association
Gina Villacorta
Attend quarterly meetings that include both suppliers, and receptive operators who
focus on the inbound Latin market. Meetings are generally in Central Florida
(Tampa, St. Petersburg, Orlando, Daytona) and also provide sales call opportunities.
Objective:
Obtain updated information on the International and Latin market and to
gather information on industry trends as related to this market. We will
network and build relationships with receptive operators to promote the
addition of SAPV&B in their programs.
Location:
Date:
Location:
Date:
Location:
Date:
Orlando
November, 2002
Miami
December, 2002
TBA
TBA 2003
51
Market:
Budget:
Measurement:
Project:
Coordinator:
Tour & Travel
$2,406 annual total related expenses for meeting
series and sales calls to AAA Travel Offices
SAPV&B included in 2 operator programs
Delta Gateway Showcase
Katie Brady
Delta Air Lines pre-qualifies and invites approximately 120 meeting and incentive
buyers from Western Europe who schedule group travel with Delta Air Lines into the
Gateway Cities. Program is limited to 100 suppliers. We will participate with
Gateway City (Cincinnati) as a partner with Delta Air Lines.
Objective:
Based on the interest generated during the 2001 trade show, SAPV&B is a
desirable destination for their international meeting and incentive programs.
These planners were especially interested in SAPV&B as a destination for
golf, beaches, eco-tours, shopping and history.
Location:
Date:
Market:
Budget:
Measurement:
Atlanta, GA
August 27–30, 2003
Meetings & Incentives
$7,491 registration and related travel expenses
30 leads generated during event
50 contacts for area information and follow up
52
FY 2003 Tradeshow Calendar
Month
Market
Activity
Oct
Tour & Travel
Meetings & Incentives
Intl Travel Services Assn
TSAE Trade Show
FL
FL
Nov
Meetings & Incentives
Leisure
FL Encounter
Get Up & Go
FL
FL
Dec
No scheduled Trade Shows
Jan
Meetings & Incentives
Meetings & Leisure
Leisure
Leisure
Town Hall Meeting CVBs
Religious Conference Mgmt
GA Bridal Show
Snowbird Extravaganza
FL
NC
GA
FL
Feb
Meetings & Incentives
Leisure
Tour & Travel
Tour & Travel
Destinations Showcase
FL State Fair
American Bus Assn
Travel South USA
DC
FL
IN
GA
Mar
No scheduled Trade Shows
Apr
Meetings & Incentives
Leisure
Destinations Showcase
Southern Women
NY
NC
May
Tour & Travel
Leisure & Meetings
TIAA Pow Wow
Employee Services Mgrs
MO
FL
Jun
No scheduled Trade Shows
Jul
Meetings & Incentives
Destinations Showcase
IL
Aug
Meetings & Incentives
Delta Air Line Gateway Cities
GA
Sep
Meetings & Incentives
Leisure
HSMAI Affordable Meetings
Atlanta Camping & RV
DC
GA
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Location
Sales Department: Professional Memberships
Professional Organization
Acronym
Dues
Market
Employee Services Managers
Religious Conference Managers Assn
Tallahassee Society Assn Executive
FL Society Assn Executives
GA Society Assn Executives
Greater Washington Society Assn Exec
Society Govt Meeting Planners
Am Society Assn Exec
Society Incentive & Travel Exec
Meeting Planners Intl
The Reunion Network
Intl Travel Services Assn
National Tour Assn
American Bus Assn
North Carolina Bus Assn
Travel Industry Assn of America
ESM
RCMA
TSAE
FSAE
GSAE
GWASE
SGMP
ASAE
SITE
MPI
TRN
ITSA
NTA
ABA
NCBA
TIA
$ 595
$ 200
$ 70
$ 150
$ 250
$ 295
$ 250
$ 350
$ 395
$ 300
$ 300
$ 410
$ 500
$ 425
$ 200
$1,000
Mtgs/Leisure
Mtgs/Leisure
Meetings
Meetings
Meetings
Meetings
Meetings
Meetings
Mtg/Incentive
Meetings
Mtgs/Leisure
Tour&Travel
Tour&Travel
Tour&Travel
Tour&Travel
Tour&Travel
Total membership fees
$5,690
54
Public Relations/Communication Initiatives
VCB communications efforts focus primarily on raising awareness of the attributes of
SAPV&B as a vacation destination among the general public through the placement
of positive stories in the mass media. In addition, the VCB seeks to facilitate
effective internal communications within the membership as well as within the local
tourism industry. In every case, the overall goal is to increase consumer and trade
selection of SAPV&B as a vacation or meeting destination.
External Objectives:
 To provide information to the mass media in a user-friendly format to facilitate
the incorporation of SAPV&B into the news “budgets” of print and broadcast
information suppliers.
 To establish the VCB as the mass media’s primary source of information
about travel and tourism in SAPV&B.
 To maintain an effective working relationship with freelance writers in order to
insure SAPV&B is featured in their work in the most accurate and favorable
manner possible.
 To serve as the mass media’s one-stop shop for acquiring the latest and most
accurate information available regarding SAPV&B.
Internal Objectives:
 To build a sense of community among VCB members and the local tourism
industry through timely and accurate communications.
 To enhance the positive image of SAPV&B by providing VCB members and
the local tourism industry with information that accurately reflects how they
are viewed by the mass media and, in turn, the audiences that view the
media’s products.
 To involve members in opportunities to interact positively with the mass
media on a personalized, one-on-one basis.
 Despite the fact that the War on Terrorism has significantly reduced the
amount of copy space devoted to travel subjects in the print media, the plan
calls for 105 million print impressions in FY2003 – a 5% increase in the
number of readers to receive SAPV&B information.
 The number of media familiarization tours to be conducted has increased
from 3 in FY 2002 to 5 in FY 2003.
 Two new VISIT FLORIDA Travel Media Receptions have been added.
 The twice-weekly electronic clipping service is an entirely new task to be
accomplished by the VCB as a service to members.
55
Initiative Title: External Public Relations
The strategy for achieving these communications objectives consists primarily of
maintaining and enhancing our already established and effective channels of
communications with the mass media and specialized travel media. Productivity will
be significantly increased over the levels achieved in prior years. For example:
Initiative Objectives:
The number of news releases and other informational materials to be created and
distributed to the mass media has increased from 36 to 50 -- a 41% increase over
FY 2002. The number of travel writers to be hosted by the VCB has increased from
40 to 64 -- a 60% increase.
Project:
Print Media Relations
Coordinator:
Jay Humphreys
Through the distribution of news releases, fact sheets, features and other print
materials, commercial publications will readily communicate information about
SAPV&B to their subscribers.
Objectives:
 To produce and distribute a minimum of 50 news releases, features and
other media advisories. These shall include, but not be limited to: Special
Event Releases (30); Event Calendars (6); What’s Up? (10); Story Ideas
(4).
 To distribute a minimum of 75 press kits to the print media.
 To place SAPV&B before 105 million newspaper and magazine readers.
Budget:
Measurement:
Project:
Coordinator:
$10,000
Evidence of media coverage provided by clipping
services
Romance Media FAM
Jay Humphreys and Nicole Spruill
Objective:
Bring 8 established writers to SAPV&B to tour accommodations and
attractions emphasizing a theme of romantic getaways.
Date:
Budget:
Measurement:
May 17-18, 2003
$3,250
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the tour
56
Project:
Coordinator:
Family Fun Media FAM
Jay Humphreys and Nicole Spruill
Objective:
Bring 8 established writers to SAPV&B to tour accommodations and
attractions emphasizing a theme of family fun.
Date:
Budget:
Measurement:
Project:
Coordinator:
March, 2003
$5,500
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the tour
History Media FAM
Jay Humphreys and Nicole Spruill
Objective:
Bring 8 established writers to SAPV&B to tour accommodations and
attractions emphasizing a theme of history.
Date:
Budget:
Measurement:
Project:
Coordinator:
September, 2003
$3,250
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the tour
AAA Media FAM
Jay Humphreys and Nicole Spruill
Objective:
Bring 5 editors/writers from AAA’s regional magazines to SAPV&B to tour
accommodations and attractions.
Date:
Budget:
Measurement:
January 26-28, 2003
$4,500
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the tour
57
Project:
Coordinator:
Golf Media FAM
Jay Humphreys and Nicole Spruill
Objective:
Bring 5 editors/writers from golfing publications to SAPV&B to tour courses,
accommodations and attractions.
Date:
Budget:
Measurement:
Project:
Coordinator:
February, 2003
$4,500
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the tour
Outdoor Writers Fam
Jay Humphreys and Nicole Spruill
Objective:
Publication of travel articles promoting Getaway4Nature activities in SJC by
hosting established outdoor writers on area visits during nature festival.
Date:
Budget:
Measurement:
Project:
Coordinator:
April, 2003
$4,500
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the tour
Travel Media Reception 1 (Location TBD)
Nicole Spruill
Objective:
Meet with at least 10 established writers to distribute press kits and to
encourage them to visit SAPV&B on assignment.
Budget:
Measurement:
$1,200
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the tour
58
Project:
Coordinator:
Travel Media Reception 2 (Location TBD)
Nicole Spruill
Objective:
Meet with at least 10 established writers to distribute press kits and to
encourage them to visit SAP&VB on assignment.
Budget:
Measurement:
Project:
Coordinator:
$1,200
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the tour
Print Media Guests
Jay Humphreys and Nicole Spruill
Objective:
Host 20 established writers in SAPV&B providing accommodations and dining
support, tour support and guidance in completing their assignments.
Budget:
Measurement:
Project:
Coordinator:
$6,000
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the visit
Broadcast Media Guests
Jay Humphreys and Nicole Spruill
Objective:
Host 5 broadcast media reporters in SAPV&B providing accommodations and
dining support, tour support, and guidance in completing their assignments.
Budget:
Measurement:
Project:
$2,500
Evidence of resulting media coverage will exceed
4 times the cost of the visit
Broadcast Media Relations
Through the distribution of broadcast quality B-roll, network television affiliates and
cable programming producers will broadcast positive travel information about
SAPV&B to their viewers.
59
Objective:
To produce and distribute ready-for-broadcast B-roll video in Broadcast Beta
format to 10 TV affiliates or cable programming providers.
Budget:
Measurement:
Project:
Coordinator:
$5,000
Evidence of B-roll use provided by stations or
viewer response will result in free broadcast
airtime equivalent to four times the cost of the Broll production
Hispanic Print Media
Jay Humphreys and Nicole Spruill
By providing Hispanic travel writers with a hands-on look at SAPV&B, positive
stories about the area will be generated in mass market consumer publications to
increase the number of Hispanic visitors to SAPV&B.
Objective:
Bring 5 established Hispanic writers to SAPV&B to prepare positive articles
about the area’s attributes as a vacation destination.
Budget:
Measurement:
Project:
Coordinator:
$2,500
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the visit
Hispanic Broadcast Media
Jay Humphreys and Nicole Spruill
Objective:
Bring an established Hispanic broadcast media crew to SAPV&B to prepare a
positive story about the area’s attributes as a vacation destination.
Budget:
Measurement:
$1,000
Evidence of media coverage provided by stations
or viewer response will show the value of the
resulting media coverage will exceed 8 times the
cost of the production
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Project:
Coordinator:
Society of American Travel Writers (SATW)
National Meeting
Jay Humphreys
By participating in the activities of the Society of American Travel Writers, additional
media attention will be focused on SAPV&B as a topic for travel related stories
written by America’s most prolific travel writers. In addition, internal publications
such as the SATW national and regional newsletters will provide another outlet for
stimulating interest in SAPV&B.
Objective:
Build effective working relationships with leading travel writers nationwide.
Budget:
Measurement:
Project:
Coordinator:
$2,200
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the visit
SATW Regional Meeting
Jay Humphreys
Objective:
Build effective working relationships with travel writers in the South AtlanticCaribbean Region.
Budget:
Measurement:
$1,700
Evidence of media coverage provided by clipping
services and writers will show the value of the
resulting media coverage will exceed 4 times the
cost of the visit
61
Initiative Title:
Internal Communications
By providing VCB members and County officials with current information about
media coverage of the tourism industry and SAPV&B’s efforts to communicate
through the mass media, key local constituents will be better able to tell SAPV&B’s
story to the media and to internal audiences.
Initiative Objective:
To increase the efficiency and content of communications between VCB staff,
directors, members, elected officials and the community at large.
Project:
Coordinator:
On-line Clipping Service
Nicole Spruill
Objective:
Produce and distribute via e-mail a minimum of 70 clippings summaries
providing links to obtain full text of selected stories.
Budget:
Measurement:
Project:
Coordinator:
$2,500
Evidence of the usefulness of this effort will be
obtained via a questionnaire distributed to
recipients of the clippings summaries
CURRENTS Newsletter
Jay Humphreys and Nicole Spruill
Objective:
Produce and distribute a minimum of six issues of CURRENTS newsletter to
VCB members and county officials to keep them informed on VCB activities is
support of the goal of increasing the number of visitors selecting SAPV&B as
a vacation destination.
Budget:
Measurement:
$2,500
A questionnaire will obtain information on the
effectiveness of CURRENTS
62
Sports & Special Events Initiative
SAPV&B is well positioned to fulfill the needs of sports groups. In fact, we are able
to focus our attention on five of the most popular groups – golf, tennis, softball,
baseball, and beach sports. In addition, we are now able to incorporate a variety of
special events arranged by specific interests into our marketing efforts.
External Objectives:
 Increase awareness of SAPV&B area as a destination for sports groups
and sports active leisure travelers, such as cyclists.
 To provide information in a timely manner about the area, the
accommodations, things to do and available sports facilities.
Why external customers are interested in SAPV&B:
 Superb facilities for sports groups in the golf, tennis, softball, baseball and
beach areas.
 Varied selection of accommodations, venues and attractions.
 A special and unique setting for a sports group planner by also offering
tremendous history, great shopping, various attractions and an old world
charm.
 Proximity to major metropolitan areas such as Orlando, Miami, Tampa,
Atlanta and Jacksonville.
Internal Objectives:

To generate leads and information on the market.

To represent the members sales and marketing departments

To increase the members business opportunities in the sports

market
The amateur sports market has not been as affected by an economic slow down
as other travel segments. Most amateur and student groups travel for competitions
on an annual or semi-annual basis. In most cases, this is the only chance the teams
will have to compete to win a state, regional or national title. The number of
participants does tend to decrease during down economic conditions due to the fact
that the participants’ parents are responsible for travel costs. The amateur sports
groups typically have a rotating schedule for the large tournaments that gives each
region with participating teams an opportunity to host the event.
Travel opportunities in this market are for student sports groups, with the teacher,
principal or coach being the primary decision maker. Many of these educators are
members of national associations and regional associations that can be reached
through trade publications and trade shows. When evaluating a region for a potential
competition, the site planners often look at the recreational activities and attractions
available. Families travel with the participants and are looking for things to do
outside of the events.
63
Corporate sports incentive groups are generally high-end and are looking for
resort destinations that offer first class amenities for their competitions whether it is
golf, tennis or softball. An example is Sports Illustrated who holds a round robin
softball tournament every year for their large advertisers. This segment requires
meeting space, on-site restaurant/bar and other amenities such as a pool or golf
course. The VCB will research the opportunities available in this limited niche
market.
The sports association market is similar to most other association markets. The
associations meet annually to present seminars, elect new board members and
prepare for their upcoming fiscal year. Typically the sports association meetings
include a day where the group will participate in the sport they represent. The
location holding the meeting needs to be able to accommodate the sport by offering
access to the type of venue the group requires. During the FY2002, SAPV&B
identified 13 golf associations alone and more than ten tennis associations. This
year we will build on this data collection and continue to solicit sports groups for
business. Our area is best suited for the regional competitions, corporate incentive
groups and mid-size association meetings.
The sports participation market is steadily growing each year. The most popular
activities among this group are marathons, whitewater rafting, mountain biking,
hiking, spelunking and golfing.
SAPV&B has extensive cycling opportunities for the active traveler. Guana River
State Park, Anastasia State Park, the beach and along the St. Johns River are just a
few of the scenic trails we have to offer cyclists. By building cycling packages and
offering special incentives, the area can attract many cyclists during slower travel
periods. We will promote these packages and opportunities during cycling events
such as the 27th Annual Mount Dora Bike Festival, which attracts more than 1,000
cyclists and is in Adventure Cyclist magazine. The climate suits this group during
the fall and late winter months when visitor traffic to the region slows. Cyclists are a
drive market and bring most of their gear with them.
64
Project:
Coordinator:
National Association of Sports Commission
Symposium
Mya Carter
The NASC’s Symposium is targeted to travel, events and management in sports.
The conference offers one-on-one appointment sessions with sports event
organizers and industry leaders, priceless networking opportunities and a large
industry trade show.
Objective:
To attend the seminars such as Growing Grassroots Sports, Low-Profile
Event Powerhouses, Bid Cities and Event Owners, Sponsorship Proposals
that Work, Maximizing Revenue Streams and How to Be Sports Friendly.
Budget:
Measurement:
Project:
Coordinator:
$2,300 registration and travel expenses
Six leads and 25 contacts
Cycling Brochure
Mya Carter
Create a brochure on the cycling opportunities in SAPV&B with special GETAWAY
Packages for cyclists and a small map of the region. The brochure would be used to
send to more than 1,000 cycling groups the VCB identified and would be available to
send out as requested.
Budget:
Measurement:
$800 printing cost
Distributed to 5000
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Special Events Initiatives
The New York Times featured Leavenworth, WA in the Dec. 31st issue for its ability
to continue to heavily attract tourists for special events after September 11 th.
Leavenworth’s economy is built on events like the Village Lighting Festival and
Bavarian Ice Fest. The town holds 19 special event weekends a year. Due to their
ability to draw in tourists for their events, the town’s tourism tax revenue increased
after September 11th. The New York Times reported nationally that tourist locales a
short drive from big cities were reporting the same trend. Our rationale for citing this
example is to illustrate the benefits of supporting our special events.
Special events provide a pleasant surprise for visitors who may have not been
expecting the event and often add to the quality of the visitor experience. Cultural
events ranked fourth (9 percent) among the Top Ten Activities Among Domestic
Travelers (Source: Visit Florida). Among domestic visitors queried as to what
activities they enjoyed while in Florida, 5.4 percent listed attending festivals/cultural
events and 5.4 percent attended a sports event (Source: Visit Florida).
A key to making the special event promotions work is packaging. Packaging offers
convenience and added value for those considering a visit. The VCB has a
database of people who requested information on special events to use as a
marketing tool to promote events and event packages. We will begin reporting on
packaging requests and event information requests to determine dollar values of
bookings and travel patterns.
External Objectives:
 To offer special events that will give the visitors an added reason to visit
SAPV&B.
 To offer visitors interesting and fun things to do that they would not be able to
find elsewhere.
 To create reasons for the visitor to return to the area.
Internal Objectives:
 Market the area as an exciting, special and unique destination partially able to
the events that take place here.
 To attract new business opportunities during lower demand periods for the
membership through our special events.
 Promote special packages, producing electronic newsletters and conducting
media promotions.
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Project:
Coordinator:
Event Packages for GETAWAY4FLORIDA.com
Mya Carter
Create GETAWAY4FLORIDA packages for the large special events that take place
during low demand periods. We will ask the membership to create packages for
promotion for the following events:
Nights of Lights
Menendez Birthday Festival
Amphitheatre Events
The PLAYERS Championship
Summer Sizzler Beach Fest
Mother’s Day
Veteran’s Day
Budget:
Measurement:
Project:
Coordinator:
Celebrate Ponte Vedra
Historic Reenactments
Gamble Rogers Folk Festival
Family Fitness Weekend and Triathlon
Valentine’s Day
Father’s Day
Spring/Fall Arts and Crafts Festival
No cost
Will measure the number of hits on the
Getaway4Florida site after an electronic newsletter
has been sent out
Family Beach Week Events
Mya Carter
A website based festival targeting women ages 25-54, married with children, who
reside in Southeast
Objectives:
Bring families to SAPV&B during the summer. Offer incentives for families to
come to the area for a 3-day/2-night vacation in July. Build on the Summer
Sizzler Beach Weekend Events to attract visitors.
Budget:
Measurement:
Project:
Coordinator:
Goal is to have 100 families participate
Romantic Fall Getaway
Mya Carter
Web-based special event targeting married couples over the age of 45 at the “empty
nest” or retired stage of life and residing in the Southeast.
Objective:
Create value added packages specifically for target audience, promoting
special activities available of interest to that group.
Budget:
Measurement:
Goal is to have 50 couples participate
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Project:
Coordinator:
Heritage Events
Mya Carter
Develop a promotional event to target heritage travelers by offering scheduled
events, contests and incentives for Adults 35-64 who actively seek history-related
experiences and are from the middle to high-income bracket.
Objective:
Develop a promotional campaign to target the heritage traveler. Focus on the
spring/summer time period. Develop a contest for travelers where they will
have to visit historical attractions
Budget:
Measurement:
Project:
Coordinator:
Goal is to have 75 people fill out questionnaires
“Birdie” Golf Challenge
Mya Carter
A promotional campaign to attract golfers in the late fall, targeting men 25-54 with
above average incomes who travel seeking memorable golf experiences.
Objective:
Promote golf in SAPV&B through a Birdie Golf Challenge in the late fall. The
challenge offers golf travelers an incentive to stay for 2 nights/3 days and play
four rounds of golf and compete for prizes. Golfers will turn in scorecards at
the end of each round. The golfers will play four different courses during visit
with prizes awarded for best score, best putts per round, best driving
accuracy and longest drive.
Budget:
Measurement:
Project:
Coordinator:
Goal is to have 100 participants
November Senior Bonanza
Mya Carter
Promotional event to attract adults 60+ years of age.
Objective:
Build mid-week business by offering special incentives for active seniors
throughout month of November. Promote the event on the Getaway4Florida
section of the website and through consumer shows such as the Snowbird
Extravaganza show.
Budget:
Measurement:
Goal is to have 200 seniors book travel here in
November through campaign
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Project:
Coordinator:
Nature Festival
Mya Carter
Producing a targeted event for adults 25-54 who travel based on a destination’s
ability to provide natural habitats for exploration and study. The tentative date for the
festival is April 30 – May, 2003. Activities will include a species identification
contest, birding trips through the state parks, guided nature and kayak tours. Will
also work with art galleries to incorporate the First Friday Art Walk. The highlight of
this event will be a Photo Safari for amateur and expert photographers. The aim is
to capture a wildlife photo that will win a contest and appear in a future issue of
Audubon Magazine. In association with the photo safari there will be workshops on
equipment basics, working with different lenses and artistic composition.
Objective:
Position SAPV&B as an ecological paradise for birding, hiking, nature
photography and cycling. Secure sponsorship from national photography
magazine or birding publication.
Budget:
Measurement:
Project:
Coordinator:
Goal is to have 1,500 people attend festival
Red Zone Offense: SJC Super Bowl 2005 Organizing
Committee
Mya Carter
The VCB organized the Red Zone Offense as the organizing committee for Super
Bowl related events and plans in SAPV&B. The group is made up of Special Teams
that are focusing on particular areas of interest. The Special Teams are:
Transportation, Events/Sponsorship, Community Relations/Communications,
Government Relations, Economic Development, Hospitality and Publicity/Public
Relations. The Red Zone Offense is open to all parties interested in the planning
and organization of the Super Bowl for 2005. The committee will meet on October
21, 2002; November 25, 2002; January 13, 2003; March 31, 2003; June 9, 2003;
August 11, 2003; September 29, 2003 and November 10, 2003.
Project:
Coordinators:
Florida’s First Coast Golf Trail
Mya Carter, Katie Brady, Sharon Booth and Dave Reese
Develop Golf Trail to include SAPV&B courses and other area courses. Value
added promotion to include custom logo ball rack and voucher for a logo golf ball at
each course played. We will promote program with Florida’s First Coast of Golf and
on our website.
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Objective:
Increase the length of stay and the number of visits by increasing the
perceived value of staying and playing golf in SAPV&B. Golfers will want to
complete the trail and will return for additional visits to play all the courses.
Location:
Date:
Market:
Budget:
Measurement:
Project:
Coordinator:
SAPV&B
2002-2003
Leisure
Self-funded
500 golf packages with logo golf ball rack and
vouchers. Count number of packages sold with
logo golf ball racks
Electronic Newsletters
Mya Carter and Sharon Booth
Newsletters, transmitted via e-mail offer SAPV&B a low-cost, targeted and highly
efficient means of communicating to our customers’ reasons to visit SAPV&B. This
program began in the FY2002 fiscal year. For the first year, it was based around
Getaway Packages; but since little interest was received from the membership in
packaging, the program was re-evaluated. This year the newsletters will be based
around feature story ideas, special events and the seasons. All of the newsletters
will still include links to one of the Getaway pages on the VisitOldCity website. The
newsletters will also be coordinated with our advertising on FLAUSA.com and other
appropriate web sites. This will allow us to have a fully integrated electronic
marketing campaign.
Objectives:
 Increase the number of people requesting reservations through the My
Getaway Vacations by 200%.
 Increase on-line group planning by 100%.
 Initiate reporting systems as integral parts of research to determine dollar
amounts of bookings and other patterns to increase efficiency.
 Send 29 e-newsletters based on lifestyle events and activity categories.
 Increase number of reservation requests to 500 for MyGetawayVacation
Packages.
 Build a database of e-mail addresses from a variety of sources based on
lifestyle activity: heritage travel, golf travel, beach vacations and nature
activities.
 Feature SAPV&B accommodations and amenities as special prizes in
contests on the SAPV&B website.
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Electronic Newsletter Schedule and Featured Information
Edition
Month
Features
Getaway4Golf
November
December
January
Golf Courses Feature
Golf Clinics Feature
Watch us on TV Feature
Getaway4History October
January
March
November
British Encampment
Fort Mose, Black History Month
Spanish Treasures of America
PAL Day for Military Bases
Getaway4Lovers
October
December
February
August
Nights of Lights Romance Features
Valentine’s Day Features
Honeymoon Ideas
Wedding Services Feature
Getaway4Florida
September
November
March
April
August
Halloween Events
New Year’s Old City Sale
Spring Events Feature
Summer Beach Promotions
Fall Savings
February
April
August
Summer Beach Ideas
Summer Sizzler Beach Weekend Feature
Fall Beach Feature
February
September
May
Birding Sites, Fresh& Saltwater Fishing
Cycling Features
Canoe, Kayaking and Rookeries Feature
Getaway4Beaches
Getaway4Nature
MyFloridaMeetings
October
December
June
Group Leisure
January
April
July
Golf Tournament Incentive Ideas
Unique Meeting Locations
Facilities Update
Update for Tour and Travel Planners
Update for Tour and Travel Planners
Update for Tour and Travel Planners
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Strategic Alliance Initiatives
Initiative Title:
Florida’s First Coast of Golf
SAPV&B is a member of Florida’s First Coast of Golf (FFCG), a northeast Florida
regional marketing cooperative including Nassau, Clay, Duval, St. Johns and Flagler
counties. FFCG promotes the area as an upscale golf destination through direct
consumer sales of golf packages, advertising, representation at golf travel shows
and publicity programs.
During the past year, FFCG has sold more than 3,500 room nights in St. Johns
County properties, accounting for one-third of the regional program’s total bookings.
St. Johns County contributes 26% of the organization’s public funding.
In addition to the counties, golf resorts, golf courses and non-golf hotels participate
in the joint marketing effort.
Objectives of FFCG are:
 Promote the First Coast as a golf travel destination.
 Increase consumer demand & awareness as a strong golfing region.
 Promote and monitor third-party golf travel operators.
 Increase off-season demand.
 Increase efficiency and customer convenience through technology.
As a member of FFCG, SAPV&B receives benefits from:
 Mailings to 100,000 golfers and golf travel organizers.
 Advertisements in GOLF DIGEST, GEORGIA GOLF, GOLF MAGAZINE,
WASHINGTON GOLF MONTHLY, GOLFER’S GUIDE and SENIOR
GOLFER MAGAZINE.
 Representation at 18 consumer golf travel shows in the eastern U.S. and
Canada.
 Participation in golf wholesaler co-op promotions with Golfpac, Tee Times
USA, Destination Golf, Golf Holiday, Ultimate Vacations, Ultimate Golf
Vacations and Merit Holidays.
 Full page advertisement in the FFCG Vacation Guide.
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Initiative Title:
Superior Small Lodging
The Superior Small Lodging Association (SSLA) has become a national organization
attempting to brand the association’s name with its advertising and promotions of
quality small lodging properties. SSL’s partnership with Visit Florida means that for
the very first time, the brand name – Superior Small Lodging – will be promoted
universally throughout the world, including the United States, Canada, South and
Central America, and Europe.
In St. Johns County, SSL’s membership continues to grow and currently stands at
39. This is out of a possible 69 properties with 50 rooms or less that qualify for
inclusion. StAugustineSSL.com was introduced this year and a supporting brochure
is in the works.
Objectives:

Increase awareness of the Superior Small Lodging program to the
community and potential guests.

Increase share of the fall/winter leisure market.
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Summary of Activities By Market Segment
For planning purposes, we have divided all sales and marketing activities according
to market segment and by marketing disciplines including:
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Sales
Media Advertising
Public Relations
Promotions
Direct Mail
Fulfillment
Marketing Partnership Opportunities
Internet Strategies
Because some sales and marketing activities serve multiple market segments, we
have included these activities in each applicable market segment.
ADVERTISING MEDIA
BUDGET
SUMMARY BY SEGMENT
MEETINGS & INCENTIVE
$ 30,019.34
GROUP TOUR & TRAVEL
$ 14,091.12
FAMILIES
$ 431,591.56
COUPLES
$ 58,027.90
GOLF
$ 87,705.88
ACTIVE SENIORS
$
HERITAGE
$ 24,366.75
NATURE TOURISM
$ 50,000.00
NIGHTS OF LIGHTS
$ 89,636.70
INTERNET MEDIA
$ 70,900.00
MEDIA GRAND TOTAL:
$ 863,399.25
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7,060.00
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Family Market
Target Audience – Women 25-54, married with children, residing in the
southeastern US
Seasonality – Holiday Season 2002, Spring Break and Summer 2003, Yearround for extended weekend visitation
Sales activity: Families
Florida State Fair
Thousands of families visit the annual state fair and may be influenced by the
themed SJC exhibit.
Atlanta Camping & RV Show
Outside of Florida, Georgia is SAPV&B’s primary drive market. This show is
directed to the Georgia camping and RV market.
Religious Conference Management Association
While this show is primarily a meetings & incentives initiative, many delegates
to religious meetings travel with their families.
Florida Welcome Center Visits
Large percentage of highway warriors traveling the interstates to Florida have
not planned their full vacation itineraries.
Southern Women Expo Raleigh-Durham
Three-day consumer trade show attended by more than 20,000 consumers in
one of SAPV&B’s targeted drive markets. The show series is directed to
women of which 79% work outside the home
Media Advertising: Families
Strategy – Present St. Johns County as a family vacation destination in
media regularly used by the target audience as their resource for news and
information relative to family, home and travel. Concentrate efforts to the 810 hour drive markets in the Southeast.
Tactics
 Magazine placements in lifestyle magazines, which are specific to our
market, can be purchased for specific drive markets such as Southern
Living, Florida Living, Georgia Living, etc.
 Placements in AAA member magazines specific to the Southeast.
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Dependent on final 2002 results, create St. Johns County FSI with coop participation from other county entities. Drop in markets selected
per CACI/Acorn reverse zip profiling to match our audience.
Radio schedule support in same markets week of and week following
the FSI.
Continue current outdoor contracts.
Provide key placement in travel specific magazines.
Participate in FLA-USA/Visit Florida annual directory programs and
website as meet our audience and market objectives.
Participate in regional co-op programs as meet our audience and
market objectives.
Develop specific program for Holiday 2002 Nights of Lights using
promotional radio partnerships in nearby markets and try to secure a
corporate underwriter for the program.
Use St. Augustine Record’s web site through a strategic partnership
featuring a button linking to Getaway4Florida.com. Their URL is the
most likely search word for finding information on vacations in St.
Augustine.
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SEE ATTACHMENT “A”
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SEE ATTACHMENT “B”
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SEE ATTACHMENT “C”
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SEE ATTACHMENT “D”
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Public Relations/Communications: Families
AAA Media FAM - January 26-28, 2003
Family Fun Media FAM – March, 2003
Direct Mail: Families
During the summer of 2002, SAPV&B mailed 36,000 postcards to a database
comprised of inquiries to the County over the last 18 months. As of July 1,
2002 the response has been encouraging and during 2003 this program will
be expanded to a 75,000-piece mailing.
Budget:
$31,000
Measurement:
Phone volume reports and web trends analysis
Partnership Opportunities: Families
We believe inviting compatible partners to join with SAPV&B in mutually
benefiting programs can significantly extend the marketing budget. These
programs would increase partner traffic while increasing the awareness of
SAPVB as a vacation destination. The partners we have identified and will
approach for the family segment are:
Bentley’s Travelware
Coke or Pepsi
Fox Family Channel
Gap for Kids
Healthtex
Jif Peanut Butter
Johnson & Johnson
K-Mart
Nickelodeon
Pampers
Parents Magazine
Target
Toys R Us
Wonder Bread
Florida Association of Social Studies Supervisors
Promotions/ Special Events: Families
Family Beach Weeks Special Event Web Festival
Utilize the Getaway4Beaches section of the website to offer special incentives
to bring families to SAPV&B during the month of August. The packages
would be for a 3 day/2 night vacation that include the already established
events such as the Summer Concerts in the Plaza, Amphitheatre events,
ghost tours and others. Working with the Attractions Association, we would
like to offer a “one pass” program which would include a scavenger hunt of
the attractions where the participants would have to answer an online
questionnaire after each visit to an attraction. They would participate to
qualify to win gift certificates and special prizes.
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Couples Market
Target Audience – Married persons 45+ at the empty nest or retired stage of
life residing in the southeast. A secondary target is couples seeking a
honeymoon destination
Seasonality – Opportunity exists year-round but pushed during
fall/winter/spring
Sales Activity: Couples
Georgia Bridal Show Series in Atlanta
One of the largest bridal shows in Atlanta, GA area for promoting weddings
and honeymoon travel – a growing market segment.
Media Advertising: Couples
Strategy – Position SAPV&B as a romantic getaway in regional lifestyle and
bridal planning books. Lifestyle books will be used as editorial opportunities
such as “romantic getaways” or events such as Nights of Lights drive
consideration.
Tactics
 Magazine placements in issues of “Living” titles, Florida Monthly &
AAA regionals.
 Co-op placement with SAHI members in Superior Small Lodgings.
 Placements in STS honeymoon supplements.
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SEE ATTACHMENT “E”
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Public Relations/Communications: Couples
Romance Media FAM - May 17-18, 2003
Promotions/ Special Events: Couples
Romantic Fall Getaway
Create a web-based promotional campaign to bring couples to SAPV&B for a
romantic fall getaway in September. The target audience is married couples
over the age of 45 at the “empty nest” or retired stage of life and residing in
the Southeast. We will offer special incentives to couples that book their
romantic getaway online at Getaway4Florida such as discounts to attractions,
golf courses, restaurants and spas and gift certificates.
Partnership Opportunities: Couples
These potential partners have been identified:
American Stationary
Crate & Barrel
Godiva Chocolates
Knot.com
Mitchell’s
Tell-A-Florist
Tree of Life Products
Williams Sonoma
Bally’s Health and Fitness
David’s Bridal Shops
Kay Jewelers
Lifetime Channel
RedEnvelope.com
Things Remembered
WeddingChannel.com
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Golf/Sports Market
Target Audience – Men 25 –54 with above average incomes who travel
seeking a memorable golf experience
Seasonality – Planned for fall, winter and spring excursions
Sales Activity: Golf/Sports
National Association of Sports Commission Symposium
The NASC’s Symposium is targeted to travel, events and management in
sports. The conference offers one-on-one appointment sessions with sports
event organizers and industry leaders, priceless networking opportunities and
a large industry trade show.
Media Advertising: Golf/Sports
Strategy – Complement activity of World Golf Village, Florida’s First Coast of
Golf and Ponte Vedra golf resorts with positioning of SAPV&B as the “home”
of the PGA through shared or adjacent placements in key golf publications.
Tactics
 Work with staff in developing amateur golf event with complementary
advertising support and media partnerships.
 Participate in First Coast of Golf insert programs and other Floridaspecific features of major golf magazines.
 Support Hall of Fame fall 2002 promotion with USA Today insertion.
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SEE ATTACHMENT “F”
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Public Relations/Communications: Golf/Sports
Golf Media FAM – February, 2003
Direct Mail: Golf/Sports
A new golf brochure is currently under development and will be available for
direct mail purposes. Our recommendation is to mail a minimum of 20,000
golf brochures per year to Florida’s First Coast of Golf database. The
partnership promotion developed for the fall of 2002 involves the PGA Tour
Shops in 36 U.S. and 2 Canadian airports. In-store display materials will
promote a drawing to win a vacation for two to SAPV&B. This will provide a
database combined with specific golf inquiries that could be used to send a
golf brochure.
Promotions/Special Events: Golf/Sports
Florida’s First Coast of Golf - Golf Trail
Develop Golf Trail to include SAPV&B courses and other area courses.
Value added promotion to include custom logo ball rack and voucher for a
logo golf ball at each course played. We will promote program with Florida’s
First Coast of Golf and on our website, Getaway4Golf.
“Birdie” Golf Challenge
Web site festival to promote golf in SAPV&B in the late fall. Promote 2
nights/3 day mid-week packages with four rounds of golf at different courses.
Golfers will turn in scorecards at end of each round. Prizes awarded in
several categories.
Internet: Golf/Sports
There is a specific SAPV&B web site location that encourages golf oriented
vacation planning. The County will also have links on First Coast of Golf’s
various golf publication web sites and the PGA Tour web site.
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Heritage Travel Market
Target Audience – Adults 35 –64 who actively seek history related
experiences
Seasonality – Opportunity exists year-round but particularly spring/summer
for Hispanic family planning
Media Advertising: Heritage Travel
Strategy - Present SAPV&B as a fulfilling, historical destination in niche
media favored by general and Hispanic audiences. As local events dictate,
provide supplemental support in Hispanic drive markets.
Tactics
 Insert according to relative editorial features in Preservation,
Selecciones, Arthur Frommer’s Budget Travel and Undiscovered
Florida co-op insert.
 Participate in FLA-USA/Visit Florida opportunities as available.
 As events such as Nights of Lights, Regales Festival, etc. occur,
extend event advertising to Hispanic media in key state markets. In
addition to print, expand potential with Hispanic radio promotional
partnerships.
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SEE ATTACHMENT “G”
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Public Relations/Communications: Heritage Travel
History Media FAM – September, 2003
Partnership Opportunities: Heritage Travel
These potential partners that have been identified:
Barnes & Nobel
History Channel
Smithsonian Magazine
Franklin Mint
National Education Association
National Preservation Society
Promotions/Special Events: Heritage Travel
Make History
A web-based promotional campaign targeting heritage travelers featuring a
contest for travelers to encourage visits to historical sites and attractions. The
campaign would be promoted on Getaway4History and would include a
contest where the traveler will complete a questionnaire based on the history
presented at the attraction they visited. The visitors who complete the most
questionnaires and get the most questions right will win prizes such as gift
certificates, and gifts with the grand prize a free 2-day Getaway to return to
the SAPV&B area. The contest will run on the website during August and
September.
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Active Seniors Market
Target Audience – Adults 50 +
Seasonality – Seniors generally prefer to travel during the school year to
avoid crowds and take advantage of lower off-season rates
Sales Activity: Active Seniors
Snowbird Extravaganza Consumer Show
This two-day consumer show attended by more than 75,000 people is
directed toward winter residents in targeted drive market. Great opportunity
for increasing mid-week business.
Travel South USA Trade Show
Annual conference is exclusive to tour operators who use Southeastern
destinations or are planning programs to the southeast. Travel South
includes trade show, prescheduled appointments and networking
opportunities.
Anchors Away, Get Up & Go Travel Show
Consumer travel show in Tampa with a projected attendance of
approximately 8,000 persons interested in vacation travel. The VCB will also
conduct two seminars to feature the diversity of experiences and recreation
opportunities available in SAPV&B.
Florida AAA Offices Sales Trips
Visit offices in Florida regions during November and April.
American Bus Association Annual Convention
ABA Is the national association of tour operators and related suppliers. The
annual convention is exclusive to members, has prescheduled appointments
with tour operators, networking opportunities, educational seminars and
industry update/trends meetings. ABA provides an opportunity to meet with
tour, receptive and charter operators who do not belong to NTA, thus
providing an additional contact database.
Tour and Travel Familiarization Trips
Three familiarization trips will be scheduled around special events most
appealing to this market.
Florida State Fair
Thousands of “snowbirds” visit the fair while in Florida. Opportunity to
increase mid-week business.
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Media Advertising: Active Seniors
Strategy – Although other media programs cited will affect awareness among
this segment, specific outlets available by editorial or geographic circulation
will be used to enhance awareness.
Tactics
 Develop promotional partnerships with key news/talk or “music of your
life” radio stations in specific drive markets.
 Travel 50 & Beyond is the only travel magazine specifically edited for
this segment and should be used quarterly.
 Use key editorial and geographic issues of Modern Maturity.
 Couple with FLA-USA/Visit Florida as initiatives are announced.
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SEE ATTACHMENT “H”
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Public Relations /Communications: Active Seniors
AAA Media FAM - January 26–28, 2003
Marketing Partnership Opportunities: Active Seniors
These potential partners have been identified:
AARP
Boomernet.com
Eckerd
First Union
Hearx Hearing Centers
Modern Maturity
National Association of Baby Boomers
Oil of Olay
Talbot’s
Tree of Life
Promotions & Special Events: Active Seniors
November Senior Bonanza
Website Festival offering special discounts for seniors throughout month of
November. Create packages for seniors on the Getaway4Florida section of
the website. Promote campaign at the Snowbird Extravaganza show and
through PR activities.
Boomers
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Nature Tourism Market
Target Audience – Adults 25 –54 who travel based on the area’s ability to
provide natural habitats for exploration and study
Seasonality – Spring/Fall
Sales Activity: Nature Tourism
Atlanta Camping & RV Show
SAPV&B will exhibit at this three-day consumer show that reaches
approximately 8,000 people in the Georgia camping and RV market. Outside
of Florida, Georgia is SAPV&B’s primary drive market.
Media Advertising: Nature Tourism
Strategy: Position SAPV&B as an ecological paradise for birding, hiking,
natural photography expeditions, etc. in those publications editorially
compatible.
Tactics
 Concentrate 2002-2003 efforts in assisting staff development of major
spring event currently dubbed “Nature Festival.” Agency will help
negotiate with major media partner such as Audubon and/or Outdoor
Photographer magazines.
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SEE ATTACHMENT “I”
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Public Relations/Communications: Nature Tourism
Outdoor Writers FAM Trip – November, 2002
Partnership Opportunities: Nature Tourism
These potential partners have been identified:
Barnes and Noble
Ecoclub.com
Heritage Kayaks
Land Rover
L.L. Bean
Outdoor Life Network
Teva
Coleman
Eddie Bauer
Hobie
Lands End
North Face
Sierra Club
WorldSurface.com
Promotions/Special Events: Nature Tourism
Nature Festival
Position SAPV&B as an ecological paradise for birding, hiking, nature
photography and cycling. Partner with the local chapter of the Audubon
Society, the Fish and Wildlife Service and local providers to attract outdoor
enthusiasts for a four-day festival during late April/early May when the nesting
season occurs. Events will include seminars, a trade show and field trips.
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Meeting & Incentive Planner Market
Target Audience – Meeting planners for mid-sized corporations and associations
within a 4-6 hour drive.
Seasonality – Year round.
Sales Activity: Meetings & Incentives
IACVB Convention Industry Network - MINT
MINT, (Meetings Information Network) exclusive to participating CVBs,
contains complete meeting information on more than 23,000 meetings, 60%
are within the SAPV&B target market of less than 200 peak room nights. To
be included in the MINT program, a meeting must use 50 rooms on peak
night, must be transient and can be solicited, and must convene regularly in
at least three states or more, including international destinations.
TSAE Annual Education Day & Trade Show
The Tallahassee Society of Association Executives produces a one-day trade
show and invites the Society of Government Meeting Planners to participate.
Approximately 500 people attend the event.
Florida Encounter
FL Encounter, produced by FLAUSA, is a highly effective program attended
by 300 pre-qualified planners. FLAUSA qualifies all buyers, based on the
buyer’s ability and interest in doing business in Florida. Program includes
pre-event support, one-on-one scheduled appointments and networking
opportunities.
Town Hall Meeting for Planners & CVBs
“Town Hall Meeting” exclusive to CVBs and meeting planners. The program
includes a forum and discussion followed by trade show.
Destinations Showcase Series: Washington, DC / New York, NY /
Chicago, IL
The Destinations Showcase Series, exclusive to Convention and Visitors
Bureaus, includes pre-show mailing support, educational seminars,
networking opportunities and trade show. Attendance averages 400 prequalified planners at each show, representing all market segments.
Affordable Meetings-Washington DC
Series of trade shows sponsored by Hospitality Sales & Marketing
International, targeting decision makers interested in low demand periods and
value added opportunities. Program consists of seminars, networking and
trade show.
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Religious Conference Management Association
This annual convention draws more than 500 religious planners. RCMA
restricts the number of exhibitors to maintain the appropriate ratio of planners
to suppliers. Event includes pre-show mailing support and delegate
conference information.
Society of Government Meeting Planners Central Florida Chapter
The SAPV&B meeting registration project has been very well received. We
will sponsor a meeting bringing our supporting members together. We will
schedule sponsorship for early in 2003.
FSAE & TSAE & SGMP (Tallahassee Chapter) Reception & Trade Show
Reception hosted by SAPV&B hotels, resorts and attractions.
CEO & Top Level Executive Familiarization Trip /THE PLAYERS
Championship
Host a select group of corporate decision makers during the world-renowned
golf tournament, THE PLAYERS Championship.
Sales Trips to North Carolina
Three sales trips scheduled to Charlotte, Winston-Salem, Raleigh-Durham,
and Research Triangle Park.
Sales Trips Combining Tallahassee and Gainesville
Trips to Tallahassee and Gainesville scheduled to coincide with monthly
meetings of Tallahassee Society of Association Executives (TSAE) and the
Gainesville Chapter of the Society of Government Meeting Planners (SGMP).
Sales Trip to Atlanta, GA
Sales trip to make personal contact with corporate and association planners
in Atlanta area.
Media Advertising: Meetings & Incentives
Strategy: Influence regional meeting planners with direct marketing and
ads providing full scope of offerings available in SAPV&B, not only on the
basis of facilities, accommodations and leisure amenities, but also on the
expert services offered by the VCB staff. Concentrate ads in those
publications/issues that support specific sales trips.
Tactics
 Coordinate direct marketing program with the VCB staff. Explore
partnership with major meetings publication for insert of a co-op piece
or special partnership for meeting planners’ visit.
 Use both editions of official Florida Meeting Planners Guide.
 Cultivate regional association meetings market through use of key
issues/directories offered by FSAE.
 Use key issues of Convention South and Meetings South to
increase frequency against target geographic planners.
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Direct Mail: Meeting & Incentive
Meeting Planners Guide
A new Meeting & Incentive Planner is currently in development that will
provide meeting planners with a comprehensive overview of SAPV&B’s
facilities and attractions for groups. Qualified properties within SAPV&B will
be encouraged to participate with formatted inserts available for purchase in
two sizes. Printing of 10,000 is recommended.
The Meeting & Incentive Planner will serve as an initial mailing in Fall, 2002 to
group meeting planners using a qualified list of prospects identified by the
Sales Department and the IACVB MINT System. A quantity of 5,000 is
recommended.
Quantity:
10,000, 5,000 mailed in Fall, 2002
Budget:
$15,000 - $20,000 not including postage
Association Mailer
A creative, three-dimensional mailer will be developed to send to meeting
planners to regional and national association that have been pre-qualified by
the Sales Department.
Quantity:
5,000 mailed in January, 2003
Budget:
$15,000 not including postage
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SEE ATTACHMENT “J”
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Group Tour & Travel Market
Target Audience – Tour operators, bus operators, group planners
Seasonality – Year round
Sales Activity: Tour & Travel
Tour operators are searching for new and alternate destinations. To develop
new business for SAPV&B, we will research, identify and target operators
who specialize in programs with golf, history, and heritage tours.
We will develop activity suggestions to address the tour and travel needs of
“future seniors” and “baby boomers”; an increasing number of these travelers
want group tour packages with basic components (such as accommodations,
one featured meal, one tour), and more options for independent activities.
We will target southeastern primary and secondary schools to promote
SAPV&B three day, two night educational programs and interactive learning
experiences. We will develop programs to encourage students to return for
vacations with their families.
American Bus Association Annual Convention (ABA)
National association of tour operators and related suppliers. Annual
convention, exclusive to members, including prescheduled appointments with
tour operators, networking, educational seminars and industry update/trends
meetings. ABA provides an opportunity to meet with tour, receptive and
charter operators who do not, for the most part, belong to National Tour
Association, thus providing an additional contact base.
TIAA – POW WOW Annual Trade Show
Travel Industry Association of America produces this annual trade show that
includes scheduled appointments with overseas and US receptive operators
who have inbound international group and individual travelers to the US.
Without other representation in this market, it is important to continue to
promote SAPV&B to this group as a desirable destination, so that we are
able to capture bookings as the international market rebounds.
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International Travel Services Association Annual Meeting
Annual meeting that provides networking and relationship-building
opportunities, as well as one-on-one business discussions with operators.
This group focuses mainly on international inbound groups and individual
travelers from the Latin market. Without representation in these areas, it is
vital that we continue to build relationships with this group of receptive
operators in order to capture visitors from these countries.
Three Tour and Travel Familiarization Trips
Familiarization trips will be scheduled around special events most appealing
to this market, i.e., Nights of Lights. These trips will be offered to prequalified operators who are seriously considering SAPV&B for inclusion in
their program. Each familiarization trip will be announced in trade
publications, and by special email/fax to targeted operators in the VCB
database. Consideration will be given operators with domestic and
international travelers, as well as receptive operators.
Travel South USA
Travel South annual conference is exclusive to tour operators who use
Southeastern destinations or are planning programs to the southeast. Travel
South includes trade show, prescheduled appointments and networking
opportunities. In order to maintain beneficial ratio of operators to suppliers, a
limited number of suppliers are invited each year.
ITSA – International Travel Services Association
Attend quarterly meetings that include both suppliers, and receptive
operators who focus on the inbound Latin market. Meetings are generally in
Central Florida (Tampa, St. Petersburg, Orlando, Daytona) and also provide
sales call opportunities.
US 17/A1A Heritage Corridor Meetings
The goal of this group is to establish and market a “heritage” corridor along
US 17 and A1A from South Carolina, through Georgia and to St. Augustine.
Our Tour & Travel Sales Manager is on the steering committee and the
branding committee of this group. Meetings are generally held on a
quarterly basis, and are within northeast Florida, Georgia or South Carolina
areas. Costs vary based on the location of the meeting and number of
overnights required.
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Media Advertising : Tour & Travel
Strategy: Support efforts of the VCB staff through placements in key group
tour industry publications, particularly aligning insertions with anticipated
attendance at shows/conferences.
Tactics
 Time insertions to pre-sell major conferences/shows such as the ABA
and Destinations.
 Insert ads in major industry directories.
 Consider direct mail to members of regional motorcoach operator
associations (Florida, Georgia, North Carolina). Member
names/addresses are FREE on several organizations’ websites.
 Negotiate web positions with all purchased publications.
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SEE ATTACHMENT “K”
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SEE ATTACHMENT “L”
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CONCLUSION
We believe the objectives and programs established for FY 2003 are realistic and
obtainable. The plan is pro-active and aggressive and is designed to build on the
accomplishments already realized. Awareness of St. Augustine, Ponte Vedra & The
Beaches as a vacation destination has improved and the County has been
recognized as a vacation destination of choice by Family Fun magazine and CNN.
A new campaign with the theme line “See Different Things. See Things Differently”
has been successfully tested and will provide SAPV&B with a more contemporary
image without compromising the heritage roots of St. Augustine. New internet
initiatives are planned to increase response rates and communications with web site
visitors. SAPV&B has also launched an aggressive summer program aimed at
increasing visitation. Components of the program included a direct mail to past
inquiries, a freestanding newspaper insert to 1 million potential visitors within a 6 – 8
hour drive and a testimonial radio program. Results to date have been positive and
the program will be repeated in 2003.
Sales and Public Relations/Communications programs have also been strengthened
to maximize exposure and response rates. There will also be a Sports Marketing
plan to increase visitation by sports associations. Planning Special Events during
off-peak seasons will attempt to bolster slower periods of visitation.
New marketing partnerships will be secured to extend the marketing budget.
SAPV&B will identify compatible partners that are willing to support Bureau activities
with joint marketing efforts. We believe this initiative could extend the marketing
budget by $500,000.
The new year, however, will not be without significant challenges. The current state
of the economy appears to be on a downward spiral, businesses are tightening their
belts and the threat of terrorism remains an ever-present concern. Off-setting these
concerns to some degree is a new upsurge in nationalism, a trend back to family
and historical roots and the strong return of the drive vacation. All of these factors
should benefit St. Augustine, Ponte Vedra & The Beaches.
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BUDGET TITLE
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St. Johns County Tourist Development Council
FY 2003 Category 1 Budget
53100 PROFESSIONAL FEES – RESEARCH
$ 80,000
53120 CONTRACTUAL SERVICE – VCB STAFF
$ 342,584
Assistant Director
Director of Sales
Consumer Sales Manager
Group Leisure Sales Manager
Special Events/Sports Marketing
Communications Director
Publicity Assistant
Inquiry Services Specialist (Full-time)
Inquiry Services Specialist (Part-time)
2 Part-time Beach VIC
53120 CONTRACTUAL SERVICE – MAILHOUSE
$ 5,000
Company to handle sorting and delivery to
to the Post Office for bulk mail.
53702 VISITOR INFORMATION CENTER – JIA
$ 7,000
Information booth at Jacksonville. Total
costs shared by the airport, Duval, Nassau, Clay,
and St. Johns counties and Brunswick and St. Marys
Georgia.
53727 ST. AUGUSTINE VISITOR INFORMATION CNTR
$ 20,000
Category 1 share of $50,000 total
TDC commitment split on 40-30-30 basis.
54000 TRAVEL & PER DIEM
$ 47,287
Includes in-county mileage for staff at $. 29 / mile,
and travel, hotel, and meal costs associated with
attending trade shows, sales missions, and conferences.
54010 TRADE SHOWS
$ 49,800
Includes registration, decorating, shipping and other
misc. non-travel expenses associated with participating in trade shows.
54100 COMMUNICATIONS
$ 7,200
Cost of toll-free telephone lines, regular phone service for
VCB offices and Beach VIC. Also includes some cost
associated with Internet access.
150
54102 INQUIRY SERVICE
$ 6,000
54110 POSTAGE
$ 57,500
Bulk rate and first class postage for mailing vacation
Guide and other inquiry response materials.
misc. VCB business mailings.
Inquiry Services Dept.
Sales Dept. (GTM Industry
Leads, Meeting Planners Guide)
Public Relations Dept.
(Media Inquiries & FAM’s,
Visit Florida)
54112 INQUIRY SERVICES – BROCHURE DISTRIBUTION
$ 7,200
Brochure distribution along interstate and other highways
Through services by Brochure Distribution Services.
Brochure distribution and transparency displays at Florida Welcome
Centers and others. Purchase of customer counter displays for
Area hotels/motels/campgrounds to hold TDC Category rack
Cards, calendar of events and other area information.
Local courier service to delivery brochures to hotels/motels/
Campgrounds.
I-95 Corridor
State Welcome Centers
Brochure Racks
54400 RENTAL & LEASE EQUIPMENT
$ 17,000
Copier
Mail Processing
Annual Maintenance
Pitney Bowes/Mail Machine
Pitney Bowes/15 lb. Scale
54500 INSURANCE
$ 16,750
54804 TOURISM PUBLICITY
$ 31,000
(National PR)
Bacon’s Media Directory
Clipping Service
(Luce Bureau of Fla.)
Video News Release (2)
54805 IN-HOUSE PR-FAMS & PROMOTIONS
Hosting travel writers, tour operators,
travel agents, etc. Tourism week activities.
Hosting state’s international golf.
Tournament for tour wholesalers.
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$ 46,300
Promotional items/plastic bags. Misc.
costs associated with in-house publicity & sales depts.
54806 SALES MISSION
$ 2,000
54900 ADVERTISING & PRODUCTION
$1,400,000
Media Buys, Production & Agency fees
Web site Hosting & Promotion
Gator Bowl Association
Fla. First coast Golf Marketing
VCB Special Projects
Category II Pooled Advertising
International Representation
55100 OFFICE SUPPLIES
$ 12,400
Consumable supplies, copier paper, etc.
55200 OPERATING SUPPLIES
$
800
Non-consumable items such as computer
printer ribbons, etc. which cost less than $750
55401 TRAINING
$ 3,580
Hospitality Training Program
Sharon (Hospitality Training Certificate)
IACVB Sales Academy (3 staff)
55405 DUES/MEMBERSHIP
$
7,290
56403 COMPUTER EQUIPMENT
$
0
HP Color Laser Jet 8550
GN Printer for In-House PR
59932 RESERVE
$ 117,147
TOTAL
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$2,283,838