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Ohio Division of Travel and Tourism: 

Ohio Division of Travel and Tourism Partnership Forum 2003 October 3 Cherry Valley Lodge

Overview: 

Overview Division Direction Research – Longwoods International Advertising – Fahlgren / PR – Fahlgren-Mortine Publications / E-ROM – Publishing Group Website – DigiKnow

MOTIVATE.: 

MOTIVATE.

INTEGRATE.: 

INTEGRATE.

EDUCATE.: 

EDUCATE.

Mission: 

Mission The Division of Travel and Tourism will enhance the economic health of Ohio through building our travel industry into the recognized regional leader in travel and tourism.

 Vision: 

Vision This will be accomplished through developing and implementing strategic marketing programs, delivering decision-driving information through the most salient communication vehicle, and positioning travel and tourism as a widely accepted leader in economic development. Representatives of the tourism industry and the State of Ohio will build this future together.

Your Staff: 

Your Staff Claudia Vecchio Amir Eylon Kathleen Klingler Eileen Corson Eric Herzog Joy Doty Roger Barker Tammy Brown Celeste Krolak Andy Doty Donna Cotton Bridgette Morris Richie Delmont

2004 Goals: 

2004 Goals Increase direct visitor spending attributed to Division of Travel and Tourism communications programs by 3% each year for the upcoming biennium 2002 benchmark is $117.8 million

2004 Goals: 

2004 Goals     Reverse Ohio’s declining market share among its chief competitors (Pennsylvania, Indiana, Kentucky, Michigan and West Virginia (based in percentage of overnight marketable trips). Increases to be noticed and quantified in FY 2005. 2002 benchmark is 10.2% (a 20% decline over the past seven years)

2004 Goals: 

2004 Goals Build a cohesive statewide tourism industry where all members are provided the tools needed for success. 2002 benchmark is N/A. This will be measured through surveys given to Ohio travel industry partners

2004 Goals: 

2004 Goals Staff Goals Service Goals Program Area Goals … Marketing Plan

Division Overview: 

Division Overview Three-fold Scope of Work: Solid Marketing Agency Industry Resource Contributor to Department of Development (tourism as economic development driver)

2004: 

2004 Marketing Agency Measurable goals Accountability Ohio.. So much to Discover! Brand Development Innovative Marketing Campaign Public Relations – focus

2004: 

2004 Website Redesign Online Marketing Partnership Development Legislative Communications Education Retail Strategy

2004: 

2004 BRAND PROMISE

2004: 

2004 Industry Resource Provide information to aid your success Crisis Communications Plan Marketing Planning Tourism Development Other requests as appropciate

2004: 

2004 Economic Development Tourism as important factor in economic development – saving factor! Provide lifestyle component Enhance Meeting/Conference attendance Partnership Development

2004: 

2004 YOUR SUPPORT YOUR ASSISTANCE

RESEARCH: 

RESEARCH Longwoods International Tom Curtis Amir Eylon

Longwoods International: 

Longwoods International Introduction

Longwoods: 

Longwoods Founded in 1978 Began specializing in tourism in 1985 “Canada the World Next Door” Today – Travel USA® Surveys 200,000 U.S. households annually

Longwoods: 

Longwoods Specialization Integrated programs of research Visitor Profiling, estimates of visitor volumes and spending Accountability Image and Branding

Longwoods: 

Longwoods Credibility and Results Hawaii Maine Colorado

History of Ohio Research by Longwoods: 

History of Ohio Research by Longwoods 1999 - 2002

Research Program History: 

Research Program History

Accommodations: 

Accommodations Inventory Occupancy Research HELP!!!

Highlights: 

Highlights 2002 Travel Year

Travel USA®U.S. Travel Market: 

Travel USA® U.S. Travel Market

U.S. Travel Market —2002 Overnight Trips: 

U.S. Travel Market — 2002 Overnight Trips Total = 1.512 Billion Marketable Pleasure 614 Million (40%) Business 283 Million (19%) Visit Friends/Relatives 615 Million (41%)

U.S. Market Trends — 2002 vs. 2001: 

U.S. Market Trends — 2002 vs. 2001

Size & Structure ofOhio’s Travel Market: 

Size & Structure of Ohio’s Travel Market 2002 Travel Year

Size of Ohio’s Travel Market: 

Size of Ohio’s Travel Market Overnight Trips 33.8 Million (22%) Day Trips 118.8 Million (78%) Total = 152.6 Million

Ohio’s Travel Market— 2000 to 2002: 

Ohio’s Travel Market — 2000 to 2002 154.8 Million 138.5 Million 152.6 Million

Overnight Trips to Ohio: 

Overnight Trips to Ohio Total = 33.8 Million Marketable Pleasure 9.2 Million (27%) Business 7.2 Million (21%) Visit Friends/Relatives 17.4 Million (52%)

Overnight Marketable Trips— 1994 to 2002: 

Overnight Marketable Trips— 1994 to 2002 5%

Regional Market Share— O/N Marketable Trips: 

Regional Market Share — O/N Marketable Trips Regional market includes, Michigan, Indiana, Kentucky, West Virginia and Pennsylvania 10%

Expenditures: 

Expenditures 2002 Travel Year

Travel Expenditures inOhio - 2002: 

Travel Expenditures in Ohio - 2002 Total = $24.7 Billion Overnight $15.8 Billion Day $8.9 Billion Source: Based on Longwoods domestic data for the 2002 travel year and Rovelstad & Associates estimates for 2001.

Trip Profile — Overnight Marketable Trips: 

Trip Profile — Overnight Marketable Trips

Information Sources Used for Planning: 

Information Sources Used for Planning Base: Overnight Marketable Trips

Use of Internet for Trip Planning: 

Use of Internet for Trip Planning Ohio U.S. Norm Base: Overnight Marketable Trips

Methods of Booking: 

Methods of Booking Base: Overnight Marketable Trips Booked in Advance

MARKETINGPUBLIC RELATIONS: 

MARKETING PUBLIC RELATIONS Fahlgren / Fahlgren-Mortine Kathleen Klingler Tammy Brown

The Fahlgren Team: 

The Fahlgren Team Team Leader: Jill Fazekas Fahlgren Mortine Public Relations Marty Hatfield Christy Gammon Erin Larson Kristen Kelley Kim Scher Fahlgren Advertising and Media Ann Oliver Colleen O’Kane Linda Weeks Chris Perkins

Team Roles: 

Team Roles Extension of ODTT staff Team leader directs and facilitates all aspects of your account; has complete understanding of program goals, messaging, timeline, deliverables Team has access to 138 agency professionals available on an “as needed” basis

Team Roles: 

Team Roles Team works cooperatively and collaboratively, but offers independent points of view Each team member is trained on proven-effective processes and use of resources for program development, implementation and reporting Common goals across all functional areas

Fahlgren Mortine Public Relations and Fahlgren Advertising: 

Fahlgren Mortine Public Relations and Fahlgren Advertising Complementary organizations now one Culturally alike Twice the communications power Proven effective tools and methodologies for strategic planning/ program implementation Goal Driven, Brand Focused, ROI Savvy Your success defines our success Industry insight and perspective

Public Relations Capabilities: 

Public Relations Capabilities Corporate/institutional positioning Crisis/issues management Interactive/online communications Internal communications Investor relations/financial communications Marketing communications

Public Relations Capabilities: 

Public Relations Capabilities Media relations/training Public affairs/community relations Public service/cause-related public relations Special events/event management Strategic positioning/ branding

Ohio Tourism Industry Experience: 

Ohio Tourism Industry Experience Ohio Department of Development/First Frontier Ohio Division of Travel and Tourism Greater Columbus Convention and Visitors Bureau Governor’s Office of Appalachia

Ohio Tourism Industry Experience: 

Ohio Tourism Industry Experience US33Works Ohio Historical Society and its 70+ sites statewide Hocking Hills Tourism Initiative Numerous restaurants, retail centers and other tourism destinations

ODTT Communications and Public Relations Goals: 

ODTT Communications and Public Relations Goals Generate stories in top tier media 10:1 return on investment Create/adhere to Division’s editorial calendar Coordinate/complete publications Coordinate/complete three planned and four custom press trips Create three+ non-traditional partnerships/co-op programs (promotional partners outside the travel industry) that generate more than $100,000 in added value/year

Potential Messages: 

Potential Messages Ohio is nearby. Affordable. Authentic. Rich in history. Ideal for families. A great escape. Rural peace as well as big city excitement. Ohio is undiscovered territory full of fresh stories/hidden gems, for example: Adventure (hiking, biking) Seasonal (Halloween, fall foliage) Culture, Food and Wine Heritage (historic sites, Amish, canal, scenic biways) Family travel (state parks, theme parks, museums, educational tours)

Media Relations Targets: 

Media Relations Targets Local, regional and national Consumer Travel, lifestyle, features, niche publications Travel Group/packaged tour, travel agent, general industry news Business General business, marketing

Consumer Media Tactics: 

Consumer Media Tactics Press Tours Update Image and Video Library Online Press Room Targeted Press Kit Travel Association Events Network TV Exposure New York Media Event/Visits Regional Media Missions

Travel Trade Media Tactics: 

Travel Trade Media Tactics Media List Development Targeted Press Kit Deskside Meetings In-Market Press trips

Business Media Tactics: 

Business Media Tactics Press Releases Pitches Where are they now? Slide Library Invitation to Conferences Video Production

Partnership Development: 

Partnership Development Connect consumers with products of interest Stretch marketing dollars and message reach/frequency Adds credibility to our brand and product offering by pairing up with respected brands/organizations Opportunity for growth in partnership size and scope

Partnership Development: 

Partnership Development Traditional Partners (destinations, attractions, accommodations, etc.) Strengthen existing relationships Attract new partners Re-contact past and inactive partners Non-traditional Partners (outside of industry) Match Division’s goals, resources, distribution and audience reach with needs/interests of potential partners May not require cash from partners/rather access to partner’s existing programs and distribution channels

Traditional Partnership Development Tactics: 

Traditional Partnership Development Tactics Determine priority prospect list Interview past active partners Interview non-partners Research prospects’ marketing goals Determine common ground Introduce/reintroduce prospect to current offering Propose customized traditional partnership (a pilot) as appropriate

Non-Traditional Partnership Development Tactics: 

Non-Traditional Partnership Development Tactics Define “high value” prospects Educate the travel industry and seek support Create a “sales team” Develop a sales kit Research/conduct informational interviews to present program ideas to prospects

Non-Traditional Partnership Development Tactics: 

Non-Traditional Partnership Development Tactics Follow-up with tailored program Recruit additional industry partners as needed Implement with metrics Evaluate from all perspectives

Fahlgren Advertising Capabilities: 

Fahlgren Advertising Capabilities Brand Strategy Advertising Design Direct Interactive Experiential Marketing Media

Advertising Objective: 

To reflect the power of Ohio’s brand from an experiential perspective. Advertising Objective To position Ohio as a uniquely compelling vacation destination by marketing its resources, events and attractions to both in-state and out-of-state visitors, with the goal of increasing visitor spending and overall tourism revenue.

Advertising Goals: 

Advertising Goals Generation of at least 15% (measured in dollars) above media buy in value-added promotions Completion of consumer print, group travel print, consumer television and other advertising campaigns as determined Completion of campaign-specific and annual advertising effectiveness reports

Advertising Goals: 

Advertising Goals 10% increase over year-to-date inquiries via 1-800-BUCKEYE and OhioTourism.com website Development of advertising strategy for marketing campaign Addition of online component to Advertising Match Program

Advertising Tactics: 

Advertising Tactics Advertising Match Program (AMP) Extend the Ohio…So Much to Discover brand into more media outlets by enhancing and extending the program Broadcast Television Advertising Use TV to make introduce the experiential connection with potential visitors, focus on key markets and measurable goals

Advertising Tactics: 

Advertising Tactics Print Advertising Use Print to both extend our message reach and target niche audiences continuing the experiential feel of the campaign Online Marketing Drive traffic to OhioTourism.com while involving partners in interactive campaigns that co- marketing our experiences.

Fahlgren Advertising Point of View: 

Fahlgren Advertising Point of View There are a host of new tools, technologies and techniques for reaching customers. We are conversant with most. Expert at quite a few. But the only “magic bullet” ever developed that will always work and never become obsolete is a keen mind. We invest accordingly.

Fahlgren Advertising Point of View: 

Fahlgren Advertising Point of View It’s important for the customer to like you and respect your product. In that order. We believe in entertaining, enlightening and persuading people, but never telling them what to think or do. Your strategy should be based on a clear understanding of your brand’s strengths.

Fahlgren Advertising Point of View: 

Fahlgren Advertising Point of View Your tactics should be based on a clear understanding of your competitor’s weaknesses. Your creative should be based on a clear understanding of your customer’s hopes, fears and dreams.

WEBSITE DESIGN/MARKETING: 

WEBSITE DESIGN/MARKETING DigiKnow Eric Herzog Roger Barker

Slide74: 

www.DiscoverOhio.com ﴀ ﴀ Gary Moneysmith gmoneysmith@digiknow.com

Slide75: 

DiscoverOhio.com Home Page KEY POINT(S) Accessible via new DiscoverOhio.com domain name Uses the SMTD brand colors & imagery

Slide76: 

Discover Ohio Travel Club Sign-Up Page KEY POINT(S) Discover Ohio Travel Club (DOTC) membership gives users value added site features & email newsletter Over 24,000 members (9/29/03)

Slide77: 

DOTC – Email Newsletter KEY POINT(S) Ohio Discover E-News opt-in newsletter based on 8 interest categories, plus Ohio Bicentennial Sent in customized format based on preferred interest category and first name Over 19,000 subscriptions as of 9/29/03

Slide78: 

DOTC – Newsletter Sign-Up KEY POINT(S) Easy subscription system allows users to select what type of email format to receive as well as primary and secondary interests

Slide79: 

DOTC – Online Travel Organizer KEY POINT(S) Travel Organizer allows members to perpetually save any search result in an “online travel organizer” format Can be updated at any time

Slide80: 

DOTC – Printable Travel Organizer KEY POINT(S) Easy to print Online Travel Organizer great for outings and trips

Slide81: 

DOTC – Email to Friend Travel Organizer KEY POINT(S) Email your Online Travel Organizer selections to a friend or family member

Slide82: 

DOTC – PDA Downloadable Travel Organizer KEY POINT(S) Download your Travel Organizer information to a PDA device for portable reference

Slide83: 

DOTC – Electronic Postcards KEY POINT(S) Select, customize and send electronic postcards via email Simple viral marketing as site visitors promote the site

Slide84: 

DOTC – Monthly Contest KEY POINT(S) Trivia contest tied to monthly feature content Sponsor offers/fulfills prize package to winner(s)

Slide85: 

DOTC – Monthly Contest, Q&A KEY POINT(S) Questions & Answers based on sponsor content

Slide86: 

DOTC – Monthly Contest Registration KEY POINT(S) Auto-filled contact information for DOTC members for easy/fast entries

Slide87: 

DOTC – Free Publications Ordering KEY POINT(S) Online ordering of Discover Ohio magazine and/or the CD Travel ToolKit DOTC members automatically receive both twice/year

Slide88: 

Search Ohio – Advanced Search KEY POINT(S) Allows keyword searches per metro area, region, county, date & date range Includes attractions, events accomodations & restaurants

Slide89: 

Search Ohio – Matching Results KEY POINT(S) Example search results attraction listing Includes contact info, web/email, description & mapping link Find nearby lodging & restaurants Add to Organizer or live chat

Slide90: 

Events Calendar KEY POINT(S) Features upcoming events Monthly calendar clickable per day to see available events per region of state

Slide91: 

Last Minute Specials & Packages KEY POINT(S) Allows Industry Members to submit last minute specials & packages to enhance their Search Ohio listing System linked directly from special icon on home page

Slide92: 

Last Minute Specials & Packages - Icon KEY POINT(S) Example showing “Participant” icon designation on full info page

Slide93: 

Focus On Ohio KEY POINT(S) Special coverage of upcoming events or seasons Examples: Fall Foliage, Shopping

Slide94: 

Kids’ Stuff – GOAL Program KEY POINT(S) Done in conjunction public relations program Participants throughout the State

Slide95: 

Kids’ Stuff – Homework Helper KEY POINT(S) Online resource offering State of Ohio information commonly used in childrens’ homework

Slide96: 

General Visitor Information KEY POINT(S) Links to top level pages/websites for general Ohio travel related information

Slide97: 

Online Survey KEY POINT(S) Online survey with results used in research by Longwoods International

Slide98: 

What’s Next? ﴀ ﴀ Ad Placement in the Email Newsletter Online Press Room Improved Database System for Search Ohio Expanded Search System for Ohio Travel Sites Continued New Features for DOTC Members tied to Search database Online Itineraries Renovation of Various Industry Sections

Slide99: 

THANK YOU! ﴀ ﴀ Gary Moneysmith gmoneysmith@digiknow.com

PUBLICATIONS: 

PUBLICATIONS The Publishing Group Kathy Gill Anthony Huey - Novinity Eileen Corson

Slide101: 

Discover Ohio 2003

Slide102: 

Calendar of Events 2003

Slide103: 

CD-ROM Travel Toolkit 2004

Slide104: 

CD Travel eROM

Slide105: 

Ohio Packaged Travel Planner