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    Sophia Peron
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    This plan needs TWEAKING & a nice re-write to prepare for 2015 & the 2016 Centennial of the Elephant Butte Dam - READ IT!

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    This plan needs TWEAKING & a nice re-write to prepare for 2015 & the 2016 Centennial of the Elephant Butte Dam - READ IT!

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
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    33 views8 pages

    Sierra County Tourism Marketing Plan 2013-14

    Uploaded by

    Sophia Peron
    This plan needs TWEAKING & a nice re-write to prepare for 2015 & the 2016 Centennial of the Elephant Butte Dam - READ IT!

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
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    ‘TRUTH OR CONSEQUENCES/SIERRA COUNTY ‘TOURISM PROMOTION STRATEGIC MARKETING PLAN FY 2013-2018 INTRODUCTION ‘This Tourism Marketing Plan (TMF) defines Marketing Strategies and its tactical implementation, “Truth or Consequences/Sierra County has contracted with Griffin & Associates, an Albuquerque based integrated communications firm, to design and implement the PR and Promotion efforts ‘ofthe marketing lan to promatethe varias turiem-calatad activities in and around Truth Consequences/Sierra County. Grifin& Associates conducts national, statewide and local research to determine travel patterns and trends to gauge which strategies and tates make sense fr Tuth or Consequences/sierre County MISSION ‘© To strengthen Truth or Consequences/Sierra County's economy through the promotion of the County as a year-round travel destination, ‘To provide potential visitors the essential information necessary to make decisions and take ‘action toward travel to Truth or Consequences/siera County for an experiential, unique, ‘and memorable trip and to maximize return vis ‘+ Toattract the “psychographic” that wil appreciate Truth or Consequences/sierra County ‘and support return visits/eferas. (OBJECTIVES FOR 2013-2014 ‘These objectives wll be monitored and reported monthly by Griffin & Associates. + Increase Truth oF Consequerces/Sierra County lodges’ tax by 1% 35 measured using the Truth oF Consequences/Siera County lodgers tax reports. This percentages recession aujusted based on information from the U.S. Travel Axsocaton, which expect 9 ist to slight increase in lodger's ta» nationally for 2013 and 2014, + Increase weeksay occupancy as based on lodging occupancy reports by Truth or CConsequences/Sierra County lodging establishments. MARKET ANALYSIS National (Overall esute travel trends continue to include shorter, more frequent getaways and more last- ‘minute bookings. There is more dependence on ground transportation, and increased demand for air rave value. Thereare more visits taking friends and family inthe travel party, and freaterinter-generational travel. More travelers are seeking safe destinations, cultural. ‘exploration and outdoor activities. Travelers ae sophisticated consumers, purchasing qualty, value-added travel packages and conducting online travel research, often purchasing ont, With te global recession, numbers have indicated that “value” and “memorable experiences” ‘and “unique adventures” are major considerations for travelers. Lelsure travel is expected to be highest among Older Boorers (72.8%) and Gen Y adults (70.3%) and, ass usually the case, lowest among Matures. he anticipated domestic travel growth nationally i predicted tobe 41.2% in 2013 and 1.7% in 2014, US Travel Assocation, November 2012} “+ Older Boomers ars born 1943 ~ 1960. + Gen Vers are the cildren ofthe Boomers and are born 1975 ~ 2008. ‘Matures are born prior to 1943, + New Mexico ‘The New Meio Tourism Department continues to market tothe drive circle as all research {ndieates the majority of travelers tothe State are from the 800-mile region in and arcund New Mexico. Their most recent Longwoods Research, conducted a December focused onthe state's ‘outreach cities Lubboc, Amarillo, Midland/Odessa, Tucson, Colorado Springs and Pueblo ‘Their research documented a 3:1 return on investment - for every $1 spent in advertising $3 was generated in tayes tothe state Previous retearch from the NMTO has studied the reasons people come to New Mexico. The research found people came forthe unique landmarks and natural attractions, interesting architecture, eco travel 3 great place to relax, a wide variety of scenery, fun shopping, ard lots to-see and do. These are ll reasons people would vist Truth oF Consequences/Sieera Countyin particular ‘The top five states for New Mexico visitors are in this order: New Mexico (27.1%), Texas (20.99), Arizona (8.5%), California (7.3%) and Colorado (7.29, ‘The average age ofthe New Mexico visitors 48.1. Tis shows that its necessary to stradile between the Boomers and Gen Yers demographically and therefore requires a east atwo- prong strategy. ‘The biggest issue identified inthe NM Tourism research is that people aren't aware of wat they'd do in New Mexico, and there are many misperceptions. Therefore, Ue States geting its marketing efforts to promoting unique adventures steeped in culture~ site doing not jst site seeing. ‘+ Truth or Consequences/sierra County Based on statistics garnered by the Geronimo Tals Visitors Center and anecdotaly from ‘tourism professionals, thevistor to Truth or Consequences/Sierre County travels along the 25 corridor from El Paso, TK to Santa Fe, NM. While there are other vistors tothe area, ths will be the primary target fr the imited advertising and marketing budget. STRATEGY Based on the survey resus, data analysis and stakeholders feedback, the marketing wil continue tobe 1. Focused on our core demographic of Mature and Baby Boomers; 2. Expanded to the Gen Vers, younger, adventure travelers; 3. Geared to educate the travelers about Truth of Consequences/Slerra County ‘TRUTH OR CONSEQUENCES/SIERRA COUNTY'S STRENGTHS 2 Proximity 19-25 Spaceport America Hot Springs “The lakes and water activities Offroad opportuites fr jeeps, bicycling, biking Unique arts History ‘TRUTH OR CONSEQUENCES/SIERRA COUNTY'S WEAKNESSES ‘There are a number of weaknesses related to Truth or Consequences/Sierra County's toursm offer that must be addressed or, atthe ver leas, acknowledged. The primary weaknesses are: © Umited advertising and marketing budget + Jobs have left the County + People lack knowledge ofthe are assets ‘opPoRTUNITIES ‘There are many opportunities Tuth or Consequences/Sierra County’s poised to gamer ard bul on, including ‘© Truth or Consequences/Sierra County is @ drive away from many markets. = Converting “Say tres” into overnight travelers and extended stay travelers ‘+ Uslizing earned media to garner “free” press and compel visitors to give Teth or Consequences/Sie'ra County ty. It also allows us to educate travelers about Truth or Consequences/Sie'ra County and its many features and amenities, ‘+ Using technology effectively to stayin touch with prospective vistors is another avenue thats utilized ~sccial meca, web sites, key word management, pay per cic, online ads, contesting and e-basts. This type of communication i atractive toGen Y and ers hich is anew demographic for the town. ‘+ Marketing at as an experience and adventure canbe attractive tothe Baby Boomers and Gen Yers demographic group. Creating Truth or Consequences/Sierra County asthe ret Mart, + Older Boomers are retiring = meani on travel they have more time and more money to spend ‘THREATS ‘There is one major threat to tourism development in Truth or Consequences/Sierra County Las Cruces and/or Elephant Butte seizing Spaceport America and making it thels. While the ‘Spaceport America fa huge asset and the Spaceport Welcome Center could be the welcome canter to Truth or Consequences/Sierra County iit snot marketed property, tourists will gto one ofthe other communities and pass by Tuth or Consequences/sierr County, 4) the budgetary constraints for marketing dollars. There is relatively small annual budget for marketing Truth or Consequences/Sierra County. Print and electronic advertising traditionally very expensive. Therefore, now more than ever, collaboration is key to maximize budgets and resis ‘TARGET MARKET Identification ofthe target market for tourism development consists of determining where limited advertising dollars wil be spent and who willbe the most viable recipients ofthe message. Not onl is demographic information considered, but also the psychogrephic or passions of those travelers. ‘Because the NM Tourism Department is focused onthe 800-mile drive circle, and our research shows to be the most opportune markets for us, the major marketing efforts in 2013-2024 wll be Focused within the areas that are within a tank of gas to Truth or Consequences/Sierra ‘County. These communities ae: ‘New Mexico (specially Metro Albuquerque and Santa Fe) Texas (El Paso and Juarez area) Miltary Bases for R&R (Ft. Biss, Clovis, Alamogordo, Kirtland) ‘Secondary: The Hot Springs district does receive visitors from bath Austin and Tucson, those ‘markets willbe Included in PR and FAM outreach. Demographic Primary ~ Gen X and Baby Boomers (ages 35 ~35) The younger traveler i target withthe goal to convert them into becoming long-time repeat “Truth or Consequences/Serra Count visitors. Baby Boomer households continue to generate the highest travel volume'in the US. Thee are 78 milion boomers inthe US. today. The oldest baby boomers are approaching 65 ard begining to retire. They sill represent the largest ‘opportunity fr Truth or Consequences/Sirra County. ‘According tothe Assocation of Travel Marketing Executives, Baby Boomers: Consider travel a necessity ‘+ Have traveled considerably more than their predecessors therefore they seek out more ‘exotic destinations and more in-depth ways of experiencing familiar places ‘= Thay ace time deprived and seek to relaxand rejuvenate ‘+ They will pay for hxury, expertise and convenience ‘© They ike to associate wth people ike themselves Secondary - Mature traveler (ages S£+) without children traveling with them. This group has been the traditional Tuth oF Consequences/Serra County traveler. Our esearch shows that these people come to Truth or Consequences/sierra County year ater year (8.8 times on average inthe last 10 yeas). To reach them, electronic newsletter and some targeted print and online advertising has proven tobe effective. Mature travelers (someone aged 55 or ‘older] cepresent 21 percent of allesure travelers and they take the lengthiest rps of al travelers They also take an average of 4.1 leisure trips each year, (USTravel Assocation, 2013), ©. THE TOURISM OFFER Because people are seeking experiential and diffecent travel experiences, Space Enter Here- is 1 perfect theme. Space Enter Here will depict all the space and opportunities provided by Truth ‘or Consequences/Sierra County including: Space Travel, exploration, study via Spaceport America ‘©. wide Upen Spaces to explore By toot, car, bike, Norse, KV, AlV 2 Space to relax and rejuvenate in the hot springs and with healing classes, workshops and ‘opportunities ‘Space to create and experience fabulous one of akind art ‘Space to explore water activities Space asin great night skies ‘Space where the early settlers found and made their homes [MARKETING TACTICS > Signage along major byways Grifin & Associates will erate Space Enter Here banners that willbe hung along the major ‘roadways in and out of Truth or Consequences/Sierra County as wells throughout the region. > Public Relations/Madia Outreach ‘Armaior portion ofthe budet i utited to write and pitch news media stores on Truth oF CConsequences/Sierra Coury. People still react favorably to “earned media” and releases and pitches wil be to both meca inthe drive circle and major national and international A" list media Each month the Grifin team sends out news releases to both the drive circle and national and International rave! media informing them ofthe events in and around Truth or CConsequences/Sierra Cour. Vocus software is utilized to reach the media, a well s track stories mentioning Truth ot Consequences/Sierra County. The major news clips as well as our ‘news releases sent out are posted online for vistors and ae submitted tothe Truth or CConsequences/Siera Couniy stakeholders so they can share it with thei databates. Some ofthe cites Griffin regulary pitches include: National: New York, Los Angeles, Seattle, San Francsco, Chicago and San Diego Regional: Austin, Dallas, Phoenix Metro area, Denver Metro are2, Oklahoma City, Salt Lake Gi, (Colorado Springs, Tulsa Local: Albuquerque/Santa Fe, Amari, Las Cruces, Farmington Paso Key Atist media pitches wil include: National Magazines such a National Geograph, Travel & Lelsure, Budge Traveler, Frommer's, Fodor's, AAA, Cowboys & Indians, Southwest Art, Conde Nast Traveler, County Living, Sunset, ‘AARP, NM Magazine, O, Art & Auction, Western Architecture, Conde Nast Traveler National Newspapers and wire services including: The Associsted Press, The Wall Street Journal, USA Today, NV and LA Tims, San Francisco Chronicle Network Moming Shows ircluding Fox, CNN, ABC, NBC, CBS. In-lght Magzzines includirg American, United, Southwest, Delta, US Ale (Other Newspapers including the Denver Post, the Dallas Morning News, the Houston Chronicle ‘and the Arizona Republi. Online Travel Sits including the Examiner, About.com, trinadvisercom > New Media Pubic Relations Grifin will reach out to the Travel bloggers, travel websites and travel pod-casters to feature Truth or Consequences/Sierra County. This enables us to really segment messages into matching. “areas of passion” foreach site's audlence for 2014, > Media Familiarization Trips (FAM) Grifin wil handpick targeted drive circle media and bring them to Truth or Consequences/Serra County fr an experientaltrip inthe fall. These FAM tips always yield natlonal media stories tnd re 9 great wo to kick off the busy winter season, > elasts Gain & Associates will work with the Truth or Consequences/Sierra County tourism office to dasign an electronicnewsletter template and compeling emails that will be sent to people who registered for the emails wil also be sent to tourism partners to send out tothe databates. ‘Additional, the newsletter willbe sent to key mecia. The intent i to have attractive, compelling, travel now messages in each newsletter. > Print Advertising (Bkely to begin in July 2013 and beyond) Gifin ony wil buy print advertising that includes an online and/or sweepstakes component for value added. Grfin wil push ll print advertising partners to provide a sweepstakes component and editorial coverage before a buy. Griffin wil focus our efforts on drive market publiatiors Prospective print publications include, but nat limited to: ‘The New Mexico Vacation Guide NM Magazine ‘Santa Fe Visitors Guide Albuquerque Journal speci! guides ‘Albuquerque the Magazine El Paso Times [Madden Pre-Press (a co-op program with the NM Tourism Department), which places ads in travel sections in daly newspapers including ‘The Albuquerque Journal ‘The Denver Post ‘The Colorado Springs Gazette Dallas Morning News Orange County Register ‘San Diego Union Tribune Oktahoma City Oklahoman Tulsa World San Francisco Chronicle ‘Budget Travel > Online Contesting Gcifin will work with meeia partners and social media outiets to offer opportunities for people ‘0 win trips to Truth or Consequences/Sierra County. They will register by giving us their eral, \which allows us to expand our databaze and continue marketing to them with our monthly electronic communications > Online Advertsing ‘8 portion ofthe budget will goto onine edvertisng, and as already mentioned, Grif will ‘require all print advertising to offer anonline component. All ads will be directed toad speci URLs 20 that results can be tracked and return on investment. Gifin will consider various ‘online buys to reach travelers nationally and inthe drive cle. > Media E-blast Partnerships

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