COMMUNITY MARKETING
PRESENTATION 2015
WELCOME
Leah Chandler, CDME
Chief Marketing Officer
Branson CVB
AGENDA
Emerging Trends in the
Tourism & Travel Industry
Jerry Henry
2015 Marketing Plan Highlights
Leah Chandler
Bass Pro Legends of Golf
at Big Cedar Lodge
Kirk Elmquist
Public Relations
Lynn Berry
Digital Marketing
James Little
Meetings & Conventions
Deborah Cohen
Sports Marketing & Development
Terra Alphonso
Leisure Groups Sales & Marketing
Lenni Neimeyer
Student & Youth Industry Overview
Carylann Assante
COMMUNITY STAKEHOLDERS
Tourism Community
Enhancement District
City of Branson
Branson/Lakes Area
Chamber of Commerce & CVB
Board of Directors
District Marketing Council
Advertising Committee
Public Relations Committee
Destination Sales and
Marketing Committees:
Meetings & Conventions
Sports
Groups and Travel Agents
Reunion Market
Student Market
PRESIDENT & CEO
Jeff Seifried
President & CEO
Branson/Lakes Area Chamber
of Commerce and CVB
EMERGING TRENDS IN THE
TOURISM & TRAVEL INDUSTRY
Jerry Henry
President & CEO
H2R Market Research
“There is only one boss. The customer.
And she can fire everybody in the
company simply by spending her
money somewhere else.”
--Sam Walton
7
Fortunately, the customer spent more money in Branson last year
▪ Every tax metric measured posted solid gains last year and visitation
+7.4%, the largest increase recorded since 2006.
increased by
▪ According to STR, hotel occupancy reached nearly 45%--also the highest it has been since
2007.
▪ Visitor intent to return top-box scores reached 66% after declining or being flat for
the past four years.
▪ Outer market (301+ mile) visitation accounted for 57% of the total, well ahead of the low
water mark of 49% set in 2011 with visitation levels higher than they had been since 2008.
▪
More than four out of five Branson visitors earned > $50k.
▪ Marketing ROI
returned to $86, close to a record.
8
Branson Enjoyed Its Largest Increase Since 2007
9
Every KPI Measured Increased
Key Performance Indicators
% Variance in Visitation by Season
12%
10%
12%
10.0%
8.5%
7.4%
8%
9.7%
10%
9.1%
7.4%
8%
7.4%
6.5%
6%
6%
5.0%
4.2%
4%
3.5%
4.9%
5.2%
4%
2%
2%
0%
0%
Room 1% City Tourism
Demand
Tax
Tax
TCED
Tax
Taney
County
Stone
County
SOURCE: City of Branson, TCED, STR, Stone & Taney Counties.
Overall
Winter
Spring
Summer
Fall
Holidays
(Jan-Mar) (Apr-May) (Jun-Aug) (Sep-Oct) (Nov-Dec)
Overall
10
Increase
by 101+
LargestDriven
Increase
sinceMarkets
2007
11
Visitation Increase Driven by Overnight Travel Markets (101+ mi)
Visitation by Distance (000s)
3,000
+5.3%
2,500
+16.3%
+5.2%
2,000
1,500
+1.6%
1,000
500
-
0-100 mi
101-300 mi
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, H2R Market Research
301-650 mi
651+ mi
12
History of 101+ Mile Visitation
7,400,000
+545k Visits
(+8.6%)
7,200,000
7,000,000
6,800,000
6,600,000
6,400,000
6,200,000
6,000,000
5,800,000
5,600,000
2004
2005
2006
2007
2008
2009
2010
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, DK Shifflet & H2R Market Research
2011
2012
2013
2014
13
Despite Outer Market Growth, Air Travel Decreased
% Air Passengers Visiting Branson
Air Passengers by Airport
10%
70%
8.6%
9%
8%
6%
5%
7.4%
6.9%
7%
5.1% 5.0%
60%
54.8%
50%
5.6%
5.2%
5.1%
4.3%
4%
3%
40%
27.4%
30%
20%
2%
2013
26.1%
2014
19.1%
13.8%
10%
1%
0%
58.8%
0%
2006 2007 2008 2009 2010 2011 2012 2013 2014
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, H2R Market Research
(n = 1,862, MOE = +/- 2.3% at a 95% CI)
BKG
SGF
Other
14
Travelers from Greater
Distances Had Other
Impacts
15
Length of Stay Increased with Larger Mix of Outer Market Visitors
4.54
4.6
4.5
4.4
4.3
4.31
4.30
4.27
4.25
4.16
4.2
4.1
3.96
4.0
3.9
3.92
3.91
2012
2013
3.8
3.7
3.6
3.5
2006
2007
2008
2009
2010
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, H2R Market Research
(n = 1,862, MOE = +/- 2.3% at a 95% CI)
2011
2014
16
Increased Outer Market Visits Caused Party Size to Decrease
4.5
4.06
4.0
3.5
3.21
3.41
3.31
2007
2008
3.63
3.70
2010
2011
3.59
3.67
2012
2013
3.34
3.0
2.5
2.0
1.5
1.0
0.5
0.0
2006
2009
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, H2R Market Research
(n = 1,862, MOE = +/- 2.3% at a 95% CI)
2014
17
Average Adult Age Also Increased to Its Highest Level on Record
59.5
59.0
59.2
58.7
58.5
58.2
58.0
57.7
57.5
57.1
57.0
56.7
57.0
56.7
56.6
53%
53%
55%
57%
58%
2010
2011
2012
2013
2014
56.5
56.0
% 55+
55.5
55.0
56%
48%
51%
2006
2007
2008
50%
2009
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, H2R Market Research
(n = 1,862, MOE = +/- 2.3% at a 95% CI)
18
More Families But Lower Spending
Family Visits Up Slightly
45%
$1,000
42.8%
38.5%
40%
37.0%
35%
Spending/Party Dips Slightly
$982
$980
35.6%
36.6%
$957
$960
$940
30%
$917
$920
25%
$916
$900
20%
$880
15%
$864
$860
10%
$840
5%
$820
0%
2010
2011
2012
2013
2014
$800
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, H2R Market Research
(n = 1,862, MOE = +/- 2.3% at a 95% CI)
2010
2011
2012
2013
2014
19
Group Travel Rebounded
20
Group Visitation Increased
Groups as a % of Total Visitation
10%
9%
Up 0.6 pts or
+13.9%.
8.6%
8%
6.6%
7%
6%
5%
4.4%
4.7%
2012
2013
5.3%
4%
Group
Travel
+13.9%
3%
2%
1%
0%
2010
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, H2R Market Research
(n = 1,862, MOE = +/- 2.3% at a 95% CI)
2011
2014
21
National Group Travel Study
▪ The Convention & Visitors Bureau conducted a
national group travel study.
▪ The goal was to evaluate trends shaping the
group travel marketplace, evaluate trade
publications and other marketing tools group
travel planners are most likely to use and
develop a deeper understanding of the group
travel market.
Deeper Dive Into Group Travel’s Market Space
22
Variety & Hotel Reputation Most Important to Planners
% Extremely Desirable Features
Variety of things to see and do in the area
Hotels with good reputations/positive reviews
Reasonable food and lodging costs
Reputation/image of the location
Unique entertainment, activities or attractions
Friendliness of the local people
Travel costs to the location
Easy for clients to get to
Convenient airline service
Informative destination website that is easy to navigate
Postive online travel reviews of the destination
Free wi-fi in lobby, meeting areas and guest rooms
Personal recommendation from colleagues
Adequate bandwith for group to utilize
Q7: Using the scale provided, please indicate how desirable you find each of the following
attributes or characteristics of the destinations you most frequently sell/book group travel to.
SOURCE: Branson Convention & Visitors Bureau Group Travel Planner Study, H2R Market Research
57%
55%
55%
49%
47%
45%
45%
38%
38%
34%
30%
29%
27%
15%
RESPONDENT BASE: ALL RESPONDENTS | N=400
23
Correlation with Intent to Book
Correlation analysis was conducted on these same attributes to analyze which correlated most closely with
high intent to book group travel to Branson. Reasonable food and lodging costs, positive reviews, friendliness
and reputation were the attributes most highly correlated.
Highest Correlation with Intent to Book Group Travel in Branson
Reasonable
Food & Lodging
Cost
Hotels with
Positive Online
Travel Reviews
Q7: Using the scale provided, please indicate how desirable you find each of the following
attributes or characteristics of the destinations you most frequently sell/book group travel to.
SOURCE: Branson Convention & Visitors Bureau Group Travel Planner Study, H2R Market Research
Friendliness of
the Local People
Reputation/Image
of the Location
RESPONDENT BASE: ALL RESPONDENTS | N=400
24
Marketing Resources Group Travel Planners Use
Visited destination websites
88%
Read trade publications
82%
Visited industry-related websites
78%
Attended trade shows
67%
Taken FAM trip(s)
Met with destination sales representatives in my
office
Met with hotel, convention center or other site or
facility sales representatives in my office
Q11: Which of the following resources have you used in the past 12 months:
SOURCE: Branson Convention & Visitors Bureau Group Travel Planner Study, H2R Market Research
59%
38%
32%
RESPONDENT BASE: ALL RESPONDENTS | N=400
25
Most Influential Resources
FAM trips are considered the most influential resource when making group booking decisions. Getting tour
operators to destinations to familiarize themselves with the area is still the best marketing tool.
45%
FAM trip(s)
18%
Destination
Websites
Q12: Overall, which of these marketing activities or resources is the most influential to your group
booking decisions?
SOURCE: Branson Convention & Visitors Bureau Group Travel Planner Study, H2R Market Research
16%
Trade Shows
RESPONDENT BASE: USED MARKETING RESOURCES PAST 12 MONTHS | N=393
26
Trends Shaping the Group Travel Marketplace
The group travel marketspace is changing. Respondents in this study identified numerous trends they are
witnessing, e.g. Internet Usage & DIY, Air Travel Costs & Scheduling, Aging Clientele, etc.
INTERNET & DIY TRAVEL PLANNING
“Online direct booking has hurt the business.”
AIR TRAVEL COST & SCHEDULES
“Airfares out of control.” “Airline schedules keep
changing.”
AGING CLIENTELE
“Aging clients (75-85 years); Boomers who do not like
“bus” trips and want free time to do their own thing.”
SHORTER, CLOSER TRIPS
“Customers preferring shorter trips and less
expensive.”
Q8: In your opinion, what trends or changes in the group travel market are having the biggest
impact upon your business?
SOURCE: Branson Convention & Visitors Bureau Group Travel Planner Study, H2R Market Research
RESPONDENT BASE: ALL RESPONDENTS | N=400
27
Other Relevant Trends
Other trends mentioned included the Changing Face of Group Travelers, More Affinity Groups, Experiential
Travel and Smaller Groups.
CHANGING FACE OF GROUP TRAVELERS
“A lot of extended families are now starting to do
family reunions and wanting it by group travel.”
AFFINITY GROUPS
“Affinity groups are hot now. Groups with a theme for
travel, e.g. gardens, dance, adventure, etc.”
EXPERIENTIAL TRAVEL
“Experiential travel, ala carte travel; group breaks up
into smaller groups or couples that can do ‘their own
thing.”
SMALLER GROUPS
“More smaller groups rather than larger groups.”
Q8: In your opinion, what trends or changes in the group travel market are having the biggest
impact upon your business?
SOURCE: Branson Convention & Visitors Bureau Group Travel Planner Study, H2R Market Research
RESPONDENT BASE: ALL RESPONDENTS | N=400
28
Visitors are More Tech Savvy Than Ever
29
Most Visitors Carry a Smartphone & Use It During Their Visit
% Visitors Who Use/Own Technology
90%
70%
85.1%
80%
60%
59.0%
53.9%
58.0%
60%
68.6%
70%
% Who Use Technology for Travel
50%
40%
50%
43.7%
59.7%
40.2%
30%
40%
20%
30%
10%
20%
0%
10%
0%
Own a Tablet
Own a PC
Own a
Have a Social
Smartphone Media account
Used my Tablet Used my PC for
Used my
Used my Social
for travel travel purposes Smartphone Media account
purposes
for travel
for travel
purposes
purposes
30
Most Visitors Say They Plan Their Branson Trips Online
Look up info on PC
49.3%
Searched online for Brand.com*
42.8%
Discussed with a friend
31.1%
Look up info on smartphone
26.0%
Saw a TV commercial
18.2%
Saw ad in print magazine
11.0%
Read Branson Vacation Guide
6.3%
Visited with friends on Social Media
5.4%
Received an online coupon
5.4%
Received an offline coupon
4.9%
Heard a radio advertisement
4.6%
Read a news article
4.5%
Received an e-newsletter
3.5%
0%
10%
20%
*Brand.com = Searched online for information about Branson attractions, hotels, restaurants, etc.
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, H2R Market Research
(n = 1,862, MOE = +/- 2.3% at a 95% CI)
30%
40%
50%
60%
31
Intent to Return Rebounded
32
Net Promoter Score Strong & Intent to Return Increases Again
Net Promoter Score
Intent to Return (Top-Box)
70%
Detractors
9%
66.6%
60%
66.4%
60.3%
60.3%
2012
2013
54.0%
50%
Neutrals
23%
59%
40%
Promoters
68%
30%
20%
10%
Promoters
Neutrals
Detractors
0%
SOURCE: Branson Convention & Visitors Bureau Visitor Intercept Study, H2R Market Research
(n = 1,862, MOE = +/- 2.3% at a 95% CI)
2010
2011
2014
33
Marketing ROI Increased
34
Marketing & Media Effectiveness Study
▪ Rigorous measurement of the incremental
impact generated from the CVB’s marketing
efforts.
▪ Methodology is aligned with DMAI protocols
and study is required by MDT in order to
qualify for co-operative funding.
Deeper Dive Into Ad & PR Effectiveness
35
Awareness by Individual Advertisement
Awareness of individual ads varied, with the highest ad awareness generated by the online banner ads, followed
by the print advertisements. As is typical, individual ad awareness was considerably lower than overall awareness,
indicating high crossover awareness.
26%
44.2%
Overall Awareness
23%
22%
20%
20%
20%
20%
20%
18%
18%
PR/News
Stories
Family
Video
Outdoor
Video
Shows
Video
Fall Video 1 Fall Video 2 Fall Video 3
Q29-43: Have you seen this advertisement in the past 12 months?
Online
Banners
Print Ads
Vacation
Guide
RESPONDENT BASE: ALL RESPONDENTS |
N=1,712
SOURCE: Branson Convention & Visitors Bureau Visitor Marketing & Media Effectiveness Study, H2R Market Research
36
Marketing Efficiency (Cost per Aware Household)
​Branson’s Marketing Campaign
efficiently reached travelers across
all three market tiers nationwide.
​Branson’s total marketing investment of
$5.6M during 2014 divided by each market’s
total reach averages a cost of $0.15 per
household, considered very efficient by
industry standards and down from last year’s
$0.22.
​Typically, anything below $0.50 per aware
household is considered good.
Market
Marketing
Investment
Total Market
Reach
Cost/Aware
HH
51-300 Miles
$2.24M
3.3M
$0.67
301-650 Miles
$1.44M
12.7M
$0.11
651+ Miles
$1.91M
21.2M
$0.09
Total
Market
$5.60M
37.3M
$0.15
Paid Media Only
$5.48M
33.8M
$0.16
TV Only 2014
$4.15M
30.1M
$0.14
TV Only 2013
$4.20M
20.5M
$0.20
SOURCE: Branson Convention & Visitors Bureau Visitor Marketing & Media Effectiveness Study, H2R Market Research
37
Branson’s 2014 Marketing Campaign generated an ROI of $86 for
every dollar invested.
$483M
Incremental
Revenue*
Party Trip Spending
$901
536k
Incremental
Trips
$5.6M Ad
Investment
$86 Return on Investment
$83 Paid Media | $88 2014 TV | $74 2013 TV
*Incremental revenue is the revenue generated that, without advertising, would not have occurred.
RESPONDENT BASE: VISITED BRANSON IN PAST 3
YEARS | N=319
SOURCE: Branson Convention & Visitors Bureau Visitor Marketing & Media Effectiveness Study, H2R Market Research
38
Branson’s History of Television ROI
$100
$88
$90
$79
$80
$70
$88
$74
$64
$54
$60
$50
$40
$30
$20
$10
$0
2009
2010
2011
2012
SOURCE: Branson Convention & Visitors Bureau Visitor Marketing & Media Effectiveness Study, H2R Market Research
2013
2014
39
Outlook for 2015 is Optimistic
40
STR’s Forecast for 2015 Room Demand
U.S. hotel/motel room
demand was up 4.5% over
the past 12 months
ending in December
2014—considerably larger
than STR’s forecast for
2015 (+2.1%)
SOURCE: Hotel InduSTRy Overview, Brittany Baldwin, Marketing Outlook Conference, 2014
+2.1%
41
USTA Business Travel Growth Forecast
The U.S. Travel Association forecasts that business travel will grow by 1.7% in 2015.
2.8%
1.2%
1.6%
1.7%
1.6%
1.3%
-0.3%
-1.3%
+1.7%
-5.8%
-6.7%
2008
2009
SOURCE: U.S. Travel Association
2010
2011
2012
2013
2014p
2015f
2016f
2017f
42
USTA Leisure Travel Growth Forecast
The U.S. Travel Association forecasts that leisure travel will grow by 1.6% in 2015.
3.5%
2.6%
2.3%
2.2%
1.6%
1.5%
-0.4%
1.8%
1.7%
+1.6%
-2.5%
2008
2009
SOURCE: U.S. Travel Association
2010
2011
2012
2013
2014p
2015f
2016f
2017f
43
And, what
about Branson?
▪ Lots of factors impacting Branson
visitation:
▪ Pent up travel demand drove 2014’s
increase. How much remains?
+1.9%
▪ Gasoline prices—both good and bad.
▪ Product. NEW drives visitation.
▪ Weather. 2014 ended with great
weather. In 2015, so far so good.
44
2015 MARKETING PLAN
HIGHLIGHTS
Leah Chandler, CDME
Chief Marketing Officer
Branson CVB
BACK TO BASICS 2.0
• Research in 2014 provided clear direction
• Results-focused marketing plan
• Evaluation of programs netted change
• Align all tactics with stated objectives
• Educate vendors and partners on marketing
objectives
PLANNING RESOURCES
•
•
•
•
•
•
2014 Brand Perception Study
Visitor Profile reports
Ad Effectiveness study
Niche studies
National and regional trends
Committee & Community input and feedback
2015 OBJECTIVES
Goal A: Position Branson as the top choice in consumer
consideration set for meaningful, memorable and wholesome
vacations.
Objectives:
• Generate an advertising ROI of $86 through increased incremental
visitation and spending.
• Increase “intent to visit” across all tiers, focusing specifically on
growing Tier 1 and Tier 2.
• Increase Advertising Awareness across paid and earned media
channels.
2015 MEDIA FLOWCHART
2015 OBJECTIVES
Goal B: Enhance and improve consumer perception of
Branson.
Objectives:
• Build budget and timeline for brand repositioning.
• Develop a refreshed brand identity and corresponding
creative campaign.
• Establish ongoing brand metrics.
2015 OBJECTIVES
Goal C: Grow Branson’s position as a multi-season vacation
destination.
Objectives:
• Enhance shoulder season opportunities and extend the
invitation further.
• Leverage special events and limited engagements to drive
visitation from inactives.
2015 OBJECTIVES
Goal D: Enhance the effectiveness of and generate strong demand for
Branson CVB’s owned media channels.
Objectives:
•
•
Produce high quality
publications to fulfill
consumer and business
needs.
Employ necessary updates and
changes to ExploreBranson.com
to align our website with
traveler needs and expectations.
2015 OBJECTIVES
Goal E: Leverage relationships with key industry partners to
optimize mutual outcomes benefiting Branson as a whole.
Objectives:
• Launch a pilot, cooperative program in 2015, helping local
businesses and organizations achieve marketing objectives
that are strategically aligned with those of the Branson CVB.
• Create opportunities for industry partners, leveraging the
CVB’s existing marketing efforts.
MEASUREMENT
Five key measurements are used to gauge the success of Branson marketing efforts:
1. Tax Revenues: Tourism Tax and Sales Tax revenues from the City of Branson, Taney and Stone
counties, and TCED.
2. Smith Travel Research: Monthly measurement based on hotel/motel occupancy which can be used to
compare month and year-to-date, identify trends, and also compare Branson to other destinations.
3. Inquiries: Utilizes website visitor sessions and, to a lesser extent, 800 number phone call volume as a
basis of comparison of response to media advertising.
4. Ad Effectiveness Study: Measures the awareness of our advertising and public relations efforts and
their effect on intent to travel.
5. Visitor Profile: Intercept in-market surveys measure attendance by market via zip code comparison.
2015 MARKETING EXPENDITURES
TOTAL MARKETING EXPENDITURES
Media (71.79%)
$9,430,488
$6,770,614
Dues & Sponsorship (5.65%)
$532,785
Public Relations (5.21%)
$491,345
Other Programs (4.90%)
$461,829
Publications (4.85%)
$457,700
Trade Media Advertising (2.82%)
$266,315
Research (2.01%)
$190,000
Trade Shows (1.57%)
$147,900
M&C Opportunity Fund (1.19%)
$112,000
LOOKING AHEAD
•
•
•
•
•
•
•
Brand Re-positioning
Bass Pro Legends of Golf (April 22-26)
Western Chapter SATW (May 9-13)
Diva’s Half Marathon & 5K (May 17)
SYTA Conference (August 27-31)
CenStates TTRA (Sept 15-17)
Travel South Showcase (March 11-14, 2017)
BASS PRO LEGENDS OF GOLF
AT BIG CEDAR LODGE
Kirk Elmquist
Tournament Director
TOURNAMENT RESULTS
2014
2014 TOURNAMENT
13,997 Tickets Sold
Over $1 Million Donated to Charity
$530,000 to College of the Ozarks – Hard Work U
Millions of Dollars Brought into this Region, Impacting,
Education, Restaurant, Retail, Construction, Utilities,
Lodging and Tourism
• Visitors From Over 30 States
• Television Audience in 205 Countries, Territories and 155
Million American Homes
•
•
•
•
2015 TOURNAMENT
•
•
•
•
•
Parking
Mobile Applications
Ask Me Program
New Museum
NBC Golf Channel – Live 3 Days
PUBLIC RELATIONS
Lynn Berry
Director of Communications
Branson CVB
2014 PR BIG HITS
US Family Guide Bloggers Fams (4 X)
American Idol Bus
Golf Vacations article (1MM circ.)
Rudy Maxa’s World, #1 travel radio
show with 1.4 million listeners (2 X)
• Presenting co-sponsor at Midwest Emmys
• Ballparks of America story by
Associated Press
• Most Wonderful Time of Year
Parade broadcast in 4-state area
•
•
•
•
PUBLIC RELATIONS:
AD EQUIVALENCY VALUES
• PR Ad Equivalency of $14.4 million (38:1 ROI) in 2014
was down from $15.8 million (43:1 ROI)
• The fourth year of efforts by Geiger & Assoc. had
continued coverage from journalists that visited
previously and produced more Branson copy for online
sites and print publications
WORKING WITH GEIGER & ASSOC.
Since September, 2010:
• 193 journalists have visited Branson on one of the nine
organized press tours or an individual fam
• 372 articles in print, radio or online media
• These articles have reached an audience of
641,466,180 readers/listeners/viewers
• If these articles had been purchased in the form of paid
advertising, it would cost $2,618,717
2015 GOALS AND OBJECTIVES
• Generate $15 million in ad equivalency
• Host travel writers conferences
May 2015: Western Chapter of Society of
American Travel Writers
• Host outdoor journalists conferences
Sept. 2015: Missouri Outdoor Communicators
• Bring in North American Travel Journalists Assoc. &
Travel Media Showcase
2015 PR PLANS – HIGHLIGHTS
•
•
•
•
•
•
•
Texas Press Assoc. in Galveston, January
Geiger & Assoc. Fam, April
Buffalo Communications/PGA Golf, April
SATW Western Chapter Conf., May
Arkansas Press Assoc., North Little Rock, July
Travel Media Showcase, Bloomington, August
Missouri Outdoor Communicators, September
2015 PR PLANS – HIGHLIGHTS
•
•
•
•
•
•
Assoc. of Great Lakes Outdoor Writers, September
Missouri Press Assoc., Columbia, September
SATW convention, Las Vegas, October
Most Wonderful Time of Year Parade, November
Geiger Christmas Fam, November
Working with two publicity agencies (Chicago and OKC)
on efforts for first half of 2015
DIGITAL MARKETING
James Little
Director of Internet Marketing
Branson CVB
DIGITAL COMPONENTS OF
EXPLORE BRANSON
•
•
•
•
•
•
•
Websites
Social media channels
E-mail
Content creation
Influencer outreach
Reputation management
Digital advertising
GLOBAL TRENDS IN
DIGITAL MARKETING
• Shift toward mobile devices has
greatly affected website
usage/consumer behavior
• Decreased organic reach on social
networks has led to more focus on
paid advertising
• Creating good content is paramount
• Native advertising (content
marketing) producing great results
DIGITAL REACH IN 2014
People reached:
13.2 million (+48%)
Reach by Channel
Twitter impressions were up 318.1% over 2013
Facebook impressions were down 32.2% over
2013
Digital ad Impressions:
121.1 million (+106.6%)
58.4 million impressions were from content
distribution
Website
Facebook
Twitter
Pinterest
SOCIAL MEDIA
• Social audiences grew to a total of 155k in 2014
• 827 outbound posts were made on social channels between
Jan. 1 and Dec. 31, 2014 with an average of 150.3 engagements
per post
# of Posts
Avg. Engagement per Brand Post
Facebook
Twitter
284
88
4
Instagram
Pinterest
YouTube
53
51
1
5
28
274
386
BRANSON CVB WEBSITES
Website Visits
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
DIGITAL PARTNERS
• Madden Media
– Digital advertising
– Sales of on-site advertising
• Miles Media Group
– Content creation and distribution
– Website development
• TwoSix Digital
– Social media campaigns and consulting
REDESIGN OF EXPLOREBRANSON.COM
REDESIGN OF EXPLOREBRANSON.COM
• First major rebuild of site since 2009
• Launched Feb. 16
– Development took eight months
– Joint project with in-house staff, Miles Media Group
• Mobile-first, responsive design
• Relies heavily on results from consumer research
conducted in 2014
• Completely new business management tool
– data.explorebranson.com
2015 DIGITAL MEDIA PLAN
2014 Allocation
$550K budget
2015 Allocation
$1.04M budget
14.9%
7.2%
5.5%
Network Advertising
Social Marketing and
Outreach
Content Creation
and Distribution
87.3%
17.3%
67.8%
MAJOR EMPHASIS IN 2015
ON CONTENT CREATION
• Used across all channels
• Major pieces:
– Miles Media Group
• Overall content plan and strategy
• Videos and articles
– CVB staff
• Articles, videos and photography
– Freelance writers
• Articles
– Partner-business submissions
NEW FOR 2015 –
IN-CONTENT ADVERTISING
Our ads superimposed:
• Websites
• Images within pages
NEW FOR 2015 –
IN-CONTENT ADVERTISING
Our ads superimposed:
• Websites
• Images within pages
USING BIG DATA TO CUSTOMIZE
TARGETING – NSIGHT
• Uses aggregate info
from major travel
sites
• Provides 30-60 day
prediction of demand
• Geo and demo
• Madden Media is
using to adjust SEM
targets during the
year
MEETING &
CONVENTION SALES
Deborah Cohen, CMP
Director of Meeting & Convention Sales
Branson CVB
2014 BOOKING RESULTS
Year
Room Nights
2014
26,250
2013
24,471
2012
21,617
2014 HIGHLIGHTS
• Distributed 199 RFPs
• Ground Transportation
Options for Planners
• Continued advertising with
Cvent producing increased
RFPs
• Video for meeting planners
to get attendees excited
about coming to Branson
2014 HIGHLIGHTS
Produced the 2014-2015 Branson
Meeting, Convention & Sports
Planning Guide, which was a
finalist in the 2014 North
American Travel Journalists
Association Awards Competition.
2015 HIGHLIGHTS
• Part-time outside sales contractor
prospecting for new business + new groups
sales manager
• Prospecting the “accidental planner”
through the International Association of
Administrative Assistants
• SEM and retargeting campaign for with
Madden Media
• New sizzle video
• Sponsored videos on our website that will
feature virtual tours
2015 ADVERTISING
MEETING, CONVENTION &
SPORTS 101
MEET ME IN BRANSON VIDEO
SPORTS MARKETING
& DEVELOPMENT
Terra Alphonso, MBA, CMP
Director of Sports Marketing & Development
Branson CVB
RFPs
2008
2
2014 HIGHLIGHTS
2009
17
2010
18
2011
26
*Branson CVB added a dedicated Sales Representative for the Sports Market in 2008.
2012
32
2013
34
2014
41
2014 WORKSHOP/EXPERT ADVICE
Don Schumacher, CSEE
Executive Director
National Association of Sports
Commissions (NASC)
2014 WORKSHOP/EXPERT ADVICE
THE PROJECT
• Visit area sports facilities
• Review existing research
• Conduct workshop with area stakeholders
• Suggest next steps
KEY FINDINGS
• Branson/Lakes Area has everything tournament directors are
looking for except sports facilities!
• Previous suggestions on new facilities should be modified
• Previous cost estimates were high
• Previous estimates on potential participants were very low
VENUE/FACILITIES OVERVIEW
4 Full-Size Basketball & Volleyball Courts
6 Baseball & Softball Fields
2 Multi-use Soccer Fields
113,000+ Sq. Ft. of Flexible Space at
the Branson Convention Center
3 Pristine Lakes with 1,250 Miles of Shoreline
Championship Golf Courses
Trails and Road Courses
Theaters
SUGGESTIONS
• Construct at least four new diamonds at the RecPlex, along with
two more rectangular fields
• Further study the impact of more indoor courts
• Work closely with SMG to ensure best uses for the center
• Work with developers of new baseball complex to ensure success
• Continue emphasizing fishing, golf, running, cycling and other
sports
• Seek mat sport events, cheer and dance competitions and perhaps
gymnastics for the convention center
2015 PROJECTS
• Developing Local Organizing Committees
• Research/determine funding opportunities for events
• Add tools online for Event Organizers
• Add to photography inventory
• Update sports event visitor study
NEW & RETURNING IN 2015
FUTURE OPPORTUNITIES
PRINT ADS
DIVAS4GOOD
May 15-17, 2015
For more information
visit RunLikeADiva.com
and Divas4Good.org.
LEISURE GROUPS
SALES & MARKETING
Lenni Neimeyer, CTIS, CSTP
Director of Leisure Group Sales
Branson CVB
2014 SALES GOAL
ACCOMPLISHMENTS
• Goal – Increase RFPs by 10%
Actual – Increased by 25%
• Goal – Increase RFIs by 10%
Actual – Increased by 14.7%
• Goal – Increase web traffic to groups pages by 10%
Actual – Increased by 35.35%
• Goal – Post FAM surveys at satisfaction rate of 85% or higher
•
April – Professional Travel Planner FAM – 100%
•
June – Music Director FAM – 99.08%
•
August – Military Reunion Planners Conference – 99.08%
2014 KEY SALES SUCCESS
PROJECTS & EVENTS
•
Signed agreement with ABA to host first ever Branson Breakfast Show for
Tour Operators Only
•
Produced new Branson Destination sales video promoting all markets and
group types
•
Hosted closing dinner and party at SYTA in Toronto, Canada
•
Hosted Missouri Bank Travel Exchange in Branson
•
Hosted IMG sales conference in Branson
•
Produced in conjunction with Jerry Henry “Branson Groups Market Travel
Study”
2014 CVB DMO SURVEY
Designed and implemented a National CVB-DMO survey
regarding groups marketing efforts
The recipients of the CVB survey were members of SYTA
and ABA providing a final total list of 620 CVBs
146 CVB completed the survey – a 23.5% response rate.
12% is considered excellent in B2B surveys.
SURVEY RESULTS
Select the level of priority your organization places on marketing your destination to
the following group types
80%
60%
Percent of
Responses
40%
20%
0%
High
Medium
Low
None
Leisure
Meetings &
Affinity &
Conventions
Motor Coach
Groups
Groups
58.90%
20.55%
15.75%
4.79%
67.81%
24.66%
6.84%
0.68%
Reunion
Groups
Wedding
Groups
Sports
Groups
Student &
Youth
Groups
International
Inbound
Groups
28.77%
39.73%
26.71%
4.79%
20.55%
30.82%
34.25%
14.38%
52.05%
21.92%
17.12%
8.90%
16.44%
43.15%
31.51%
8.90%
33.56%
23.97%
28.08%
14.38%
SURVEY RESULTS
Taking into account your destination’s overall annual visitor numbers, what percentage
represents your combined group types?
35%
30%
29.45%
28.08%
25%
20%
Percent of
Responses
15%
5%
13.01%
12.33%
10%
10.27%
6.85%
0%
Less than 3%
3% to 6%
7% to 10%
11% to 14%
15% and over
Other
2015 FAM TOURS IN BRANSON
• 7th Annual Professional Travel Planners FAM Tour
April 14–17
• 1st Army Divisions Association FAM Tour May 14-17
• 11th Annual Military Reunion Planners Conference
(MRPC) August 3–6
• Kennly Konnection Group Leader FAM Tour Sept. 24-27
2015 PUBLICATIONS
& SALES COLLATERAL
•
•
•
•
•
Produce new student group sales video
Spring & Fall post card mailing to
groups database for a total of 40,000
and email promoting group travel to
Branson
2015 Group Tour & Reunion Planner –
printed and on our website
2015 Travel Agent Commission Guide –
available on our website only
NEW Branson Guide to Student
Performance & Educational Activities
SYTA CONFERENCE FACTS
Studies show that 25% of all motor coach traffic is students
SYTA members annually move 3 million plus students with 75% of
them booking performance or music based programs
Recent SYTA annual conference cities
• 2011 – New York City
• 2012 – Nashville
• 2013 – Los Angeles
• 2014 – Toronto
• 2015 – BRANSON, MO – August 28–September 1
#SYTABRANSON
STUDENT & YOUTH
INDUSTRY OVERVIEW
Carylann Assante
Executive Director
SYTA & SYTA Youth Foundation
About SYTA
 SYTA represents the student travel industry and provides
business opportunities and resources for its association
members.
 The SYTA Youth Foundation is the non-profit arm of SYTA
and provides travel to students who would not be able to
travel.
 Teach & Travel is our brand that reaches the traveling
educational community.
Who is SYTA?

North America’s leading membership association for businesses that serve the student & youth travel market.

Over 900 member companies:

Tour Operators

Travel Agencies

Hotels

Attractions

Restaurants

DMO’s/PMO’s and more…

Annually, SYTA tour operator members “move” more than 3 million kids & account for more than $1.5 billion in travel expenditures.

A strong “voice” to the education & youth group leader audiences:

Teach & Travel magazine

Affiliations with national education associations
What we do
 Promote the value of travel to social, cultural, and educational
growth of students and youth
 Advocate for safe, professional, and ethical travel for students
and youth
 Promote the business interests of those engaged in student and
youth travel
Teach & Travel
THE OFFICIAL PUBLICATION OF SYTA
MAGAZINE
Readership of 75,000 per issue
Sent out 5 times per year
SOCIAL COMMUNITY
Facebook, Twitter, Pinterest
ENEWS
A bi-weekly eNewsletter sent to over
8,000 educators.
SYTA’s
Philanthropic Commitment
 Founded in 2000 and provides
funding for kids who lack the
financial resources to travel with
their school or youth group
$500,000
Awarded more than
in
travel scholarship grants since inception.
Serving more than
1,000 each year
and
growing!
Overview of the Student/Youth
Travel Industry
Youth & Student Travel Market
International youth travel arrivals
Youth travel is increasingly more important within Global Tourism, accounting for 20% of Global Tourism. It is
predicted that the youth and student travel market will reach 300 million arrivals by 2020.
Source: Data sourced or calculated from UNWTO World Tourism Barometer 2011; Youth
Travel Industry Monitor 2009; Youth Travel Matters 2008
Youth & Student Travel Market
Youth population 15-24: Total numbers & trends
The youth population will not increase significantly in coming years, but youth travel will increase as young
travelers access more disposable income.
Source: UN Population Division, World Population Prospects, 2010 Revision
Student & Youth Travelers
By the numbers….
24% Of all travelers worldwide are youth or
students
65 million
There are
young people
(ages 5-25) in the U.S. and Canada
19 million
There are approximately
college
and university students in the U.S. and Canada
U.S and Canada
Number 1 source markets for tourism
694 Million
Student & Youth: Defined
•
•
•
•
Ages 25 and under
Away from home
community
Not for business
Not primarily to visit
friends / relatives
About Student Trips
DAY TRIPS: Often younger students, and can simply be an extended day out of school.
OVERNIGHT TRIPS: Domestic typically ranges from 1 to 4 nights. International is
typically 4 nights or longer
GROUP TRAVEL: Primary / Secondary school
INTERNATIONAL TRAVEL: High School / College
Key Market Segments
Group
Group/Individual
Individual

Education
 Sport & Leisure
 Backpack

Music/Performance
 Summer / Teen
 Gap Year
 Spring Break
 Working Holiday
 Language
 Study Abroad
 Graduation (HS)
 College / University
Types of Travelers Served by SYTA
Members
Up & Coming
Branson, MO
Cleveland, OH
New Orleans, LA
Memphis, TN
Atlanta, GA
Cincinnati, OH
The Impact of Travel: Essential
to a Child’s Complete Education
A Michigan State University study revealed that
 The majority of youth travelers feel they have broadened their horizons & become
more open-minded, flexible, & confident as a result of their travel experience.
 More students tend to view themselves more as “global citizens” following travel
experiences.
Business Opportunities: Why
Court this Market Segment?
Exceptional Market Potential
Exceptional growing major market segment in the travel industry.
Total annual student and youth overnight group travel expenditures currently
exceeds $14 billion annually.
75% of US households report that their 12-18 year old child traveled overnight on
a non-family trip recently. (Michigan State University)
Since 2002, the
average spent per
trip has increased
more than 40%.
(WYSE/UNWTO)
The student group market is fairly
“recession proof”, especially
compared to corporate groups…through
fundraising, grants, and private support,
schools find a way to keep traveling.
An Attractive Business Segment

An easily identifiable, servable, & marketable niche.

Key travel periods are often shoulder seasons for travel suppliers.

High repeat business potential.

Often, group size exceeds two motor coaches.

Low likelihood of last-minute cancellations.

Excellent opportunity to “seed” future business.
Noteworthy Trends in
Student/Youth Travel

Students are traveling at earlier ages, so they are likely to take more trips throughout their education…and be
inspired to travel for personal reasons as adults.


Liability issues are more vital than ever, making experienced tour operators with proper credentials a valued
resource.


Increasingly, schools require travel experiences to be tied to current classroom curriculum.
Social media is playing an enhanced role in enriching trip experiences – photo sharing, class projects,
communication with parents, & more!
“Flashpackers” (older backpackers with bigger budgets) is an emerging segment, extending the youth travel
market to 30+ years.
In Summary

Number of Trips Increasing

Exploring More Destinations


Travelling More Often

Spending More on Travel

Research through Internet
80% Highly Educated –Students
THANK YOU FOR ATTENDING
The 2015 Community Marketing Presentation
slides will be available to download this
afternoon from ExploreBranson.com/portal