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 of Ohio’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 in Ohio - 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
MARKETING PUBLIC 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