2024 Sales and Marketing Plan
2024 Sales and Marketing Plan
Huntington Place | 1
Contents Executive Summary
3
Strategic Sales Initiatives
4
SWOT Analysis
5
Lost Business – Competitive Cities
6
Budget Analysis/Insights
7
Sales Department Market Alignment
8
National Association Market
9
Sports Market Segment
10
Trade Show Market
11
Consumer Show Market
12
Corporate Market Segment
13
Religious and Affinity Market Segment
14
Michigan State Associations
15
Local Catering Market Segment
16
Sales Initiatives and Activities
17
Replacement of Marketing Director
18
Marketing Initiatives to Develop Sales Leads
19
Website Development
20
Data Analysis
23
Digital Advertisement Campaign
24
Email Marketing Development
26
Sustainability Marketing
27
Collateral Development
28
Communications Development
29
News Article Development
30
Alignment with ASM Global Marketing Initiatives
32
Social Media
33
Industry Awards
34
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Executive Summary
As fiscal Year 2023 is coming to a close, we are proud of our accomplishments. We had three record setting months. The team produced over $5.1 million in sales. We attended seven major events and hosted two industry events. We have refined many processes and expanded our offerings. For the second year, The Detroit Auto Show will end a few days prior to the close of our fiscal year. The show preformed well below our expectations in fiscal year 2022. However, it is still our largest revenue producing event. We are optimistic that the move to September will continue to help the show grow and prosper.
their events. Data from all marketing platforms is analyzed regularly to maximize effectiveness of the efforts. During the first quarter 2024 the marketing team will participate in the search for a new Director who will be onboarded and trained later in the year.
The new website GA4 (analytics) account will be enhanced to track the customer journey from online engagement to the website entrance and conversion to a request for proposal to bring their event to the venue. The new Infor Customer Relation Management software will be set up to continue tracking leads that contract to hold Event success in 2024 will still be situational events in Huntington Place through their event, based on the market segment, demographics of with information from sales, events and finance. attendees, and the content of the event. 2024 will mark the year sales and marketing can get a true picture of how the investment in digiOur move to eliminate events that yield less than tal marketing pays off in revenue to the center in $5,000 has resulted in allowing the sales team terms of $earned:$spend in overall investment. to focus on activities which will yield greater This represents a pivotal point in our data analyreturns. We continue to have a healthy mix of sis between sales and marketing efforts and will business, which helps bolster our overall perfor- bring real value to venue operations. mance. All other marketing channels will continue to All marketing efforts are designed to bring bring attention to the Huntington Place brand in events to the venue and keep them coming back the industry and provide customers with everyregularly. Marketing channels are in place to thing they need to promote their events. develop sales leads and maintain the customer base. A full array of tools and information channels offer customers support for the success of
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Strategic Sales Invitations 1. Improve Yield Management Decisions – Focus on events with greater returns. a. Analyze all future business opportunities to ensure revenue targets are met and revenue is maximized.
2. Refine Event Planner Relationships/Recognition a. Establish sales/ event management priorities b. Establish Huntington Place/ Sodexo priorities c. Develop on-site/event end memorable gift/ thank you/ farewell 3. Continue to recruit new Customer Advisory Board (CAB) Members- Work with the Visit Detroit team to ensure we add new voices to the CAB. 4. Continue to focus efforts on sponsorship sales/ partnerships to create additional revenue or operational enhancements-including expanding indoor digital signage, sponsorships, and potential expanded sales representation by ASM DOOH. Brooklyn Outdoor to boost sales of external board. Determining best direction from Anthony James and Partners recommendations with internal digital board options. 5. Continue to develop and refine social media direction, establish our brand voice, push for expanded content, exceed established goals. Emphasis on engagement as this is more reliable measurement of effectiveness and growth than sheer number of followers. 6. Sales Department to become proficient with Infor CRM system. This will allow improved data analysis, and reporting.
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SWOT Analysis Strengths • • • • •
Detroit as an emerging destination The overall quality of the facility and service levels Ongoing capital investment/expansion plans Industry accreditations/awards validate quality Partner relationships with Visit Detroit/Hotel partners strengthen our destinations image
Weaknesses • • • •
Headquarters hotel/total guest room package When all things are compared - bottom line matters most Permanent marshaling yard and location/solution Dependence on Auto show success largest client in flux
Opportunities • • • • •
Detroit’s resurgence continues Developing new markets West Side expansion plans improve marketability of center New hotels in downtown market, Roost, Cambria, and Godfrey Evolving decline in perception of competitive markets-San Francisco, Houston, San Diego, Portland: Seattle
• • • • •
Perception and reality of Detroit as destination/safety concerns continue Lack of hotel rooms, attached/total city package New Detroit event venues Continued downward trend in food and beverage spend West Side expansion potential for business disruption
Threats
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Lost Business - Competetive Cities Top local competitors for smaller events- Marriott, Renaissance Center, Suburban Collection, Motor City Casino Hotel 1. Chicago 2. Indianapolis 3. Orlando
4. Baltimore 5. St. Louis
Top reasons for choosing another location: • Space not available at Huntington Place • Hotel package: More committable rooms, hotel attached to convention center and/or in closer proximity to center • Pricing: Cost of labor VS non-union destinations, free rent or other incentives, general contractor markups • Perception of destination: Bidding against obvious “tourist destination”, ongoing concern with destination safety and security • Airlift: Better domestic/international flights
80% lost to convention centers. 20% lost to large hotels with extensive meeting facilities. *Analysis performed from lost business reports 2023
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Budget Analysis / Insights 2019 = $2,206,275 on books going into year, 65% of budgeted revenue 2022 = $1,619,200 on the books going into year, 24% of budgeted revenue. 2023 = $2,655,300 on books going into year, 43.5% of budgeted revenue 2024 = $2,143,861 on books going into year, 33% of budgeted revenue 2019 = In the year for the year business booked was $1,197,743 2022 = In the year for the year business booked was $1,986,325. 2023 = In the year for the year business booked was $1,687,875 2024 = Budgeted in the year for the year business to book $4,337,277. * budgeted revenue = room rental + food and beverage commission
Total Bookings 2019 = 49% new bookings, 51% repeat 2022 = 43% new bookings, 57% repeat 2023 = 35% new bookings, 65% repeat 2024 = 47% new bookings, 53% repeat
Conclusions 1. We have the best chance of attaining the sales budget when we have 45% or more of budget on the books going into the year. 2. Ratio of new/ repeat bookings only fluctuates by 10%.
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Sales Department Market Alignment Dave Austin - Minimum Booking Target = $10,000 net per event • • • •
Citywide Conventions National Associations Labor New / Large Sports Events
Constance Wilson - Minimum Booking Target = $6,000 net per event • • • • •
State Associations Religious Government Dance Groups Consumer / Public Shows
• • • •
Key Local Corporate Henry Ford Health Systems Blue Cross Blue Shield of Michigan General Motors Ford
Jennifer Berkemeier - Minimum Booking Target = $6,000 net per event • • • •
Ballroom Functions Social Non-Profit Galas
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• • • • •
Key Local Corporate Rock Financial United Wholesale Mortgage Huntington Bank Social Justice
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National Association Market
Recent research reveals that this market has the greatest potential for post pandemic gains, once again in 2024 and beyond.
We participate as often as possible with Visit Detroit and Marriott sales driven events.
We have been active participants in CESSE We hosted the ASAE Annual Meeting in 2015 (Council of Engineering and Scientific Society which helped to establish a positive reputation Executives) through a co-sponsorship of ASM amongst membership. In the ensuing years many Global properties. Huntington Place hosted the people have approached us while exhibiting at opening reception for ACCESS 2023 which was other trade shows and mentioned how impressed held this past July here in Detroit. they were with Detroit. In the years since, Visit Detroit has continued their commitment to ASAE at the annual meeting and sponsoring DELP (Diversity and Executive Leadership Program) which typically brings up to 100 young, diverse, and emerging leaders in the segment to Detroit. We were the site of the opening reception this year. We are optimistic for another strong showing at the 2024 show.
Strategies to Impact National Association Market to focus on associations who have a reason to be in Detroit, as well as connecting the African American 1 Continue population, engineering, manufacturing, transportation, or technology sectors. 2 Actively support Visit Detroit and ASM Co-op initiatives in the segment to build new opportunities 3 Investigate potential participation of IEEE bi-annual meeting of their event planners.
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Sports Market Segment Detroit is a strong sports market, the number of diverse sporting events produced in the market is robust. The Detroit Sports Commission is strong, well organized, and well funded. They have previously bid on and won FIFA World Cup Games, Superbowl’s, MLB All Star, NHL All Star, NCAA qualifying and Final Four, NCAA Frozen Four, The Ryder Cup, PGA Championships, various games and events in and around metropolitan Detroit. In the past year The Sports Commission secured 2023 WWE, 2024 NCAA Men’s Basketball Sweet 16, the 2024 NFL Draft, and 2027 NCAA Men’s Final Four. An exceptional accomplishment. They have also been successful in attracting other events such as basketball, golf, figure skating, hockey, fencing, wrestling, weightlifting and bowling. They have developed a targeted interest in expanding NCAA, Big 10 and other divi-
sion amateur, collegiate, and professional events to the city. While we are often left out of the mix because the events take place on fields, auditoriums, gymnasiums, and arenas; we often benefit as a fan experience and media center. We have become a volleyball destination hosting the President’s Day, CAN-AM, and USAV Tournaments. We are involved in the Marathon and Turkey Trot. Serving as the home of registration and fitness expos for each. We categorize cheer and dance competitions in this segment and have several annual repeat groups.
Strategies to Impact Sports Market Segment to participate in Sports Commission bids. The expansion of the Big 10 may produce opportunities. The 1 Continue Grand Prix move from Belle Isle to downtown will mean we can expect more potential revenue in 2024 and beyond. We need to continue to balance the needs of repeat customers, previous commitments, and potential new bids.
flexibility is crucial to the success of many events in this segment. We have worked with the carpenters’ union 2 Labor to utilize journeyman laborers to install non-complex equipment such as snap together flooring for volleyball and
utilization of volunteer corps to do much of the non complex setup work. Continued ongoing communication and collaboration with labor regarding flexibility is vital.
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Trade Show Market
We have several customers in this segment who meet in Detroit annually or on a regular rotational basis. SAE (Society of Automotive Engineers), SME (Society of Manufacturing Engineers), American Gear Manufacturers Association/Heat Treat Association, the Battery Show, and the Society for Advancing Automation. While each of these events has a trade show component, they all have a continuing education component. We have been successful in recent years in attracting additional shows such as Fastener Fair, American Iron & Steel Institute and Forge Fair.
population of engineering, manufacturing and technical companies located here. We are also right in the sight of emerging technologies including battery technology,driverless, mobility and electrification. The state of Michigan is eager to position itself as the center of this and believe technology, science and skilled work force are keys to success. When General Motors calls themselves a technology company you realize the seismic shift taking place in this space.
We have also attracted international shows including Aluminum USA, Silicone Expo, AMI Design & Mold Expo, Reuters Automotive and a string of smaller niche shows. Like the association market key reasons for groups to choose Detroit are the
Strategies to Impact Trade Show Market in multi-year deals with repeat customers whenever possible/practical. Negotiate automatic extensions. If a 1 Lock multi-year agreement is in place, within 30 days of the last show, automatically extend another year to always have a perpetual five-year deal in place. This ensures that preferred dates will be reserved
relationships with the major trade show event organizers holding events at the Suburban Show Place to 2 Establish assist them in continuing the events in Detroit when they outgrow the space. Specifically, Foam Show, and other Informa owned shows.
representation by partnering with Visit Detroit to include European business events to find new sources of 3 Expand business. We attended our second IMEX in Frankfurt, Germany which was more successful than our initial participa-
tion in 2022. We are scheduled to go to our third PCMA EMEA in Copenhagen. Budget provisions to attend in 2024 and beyond need to be continued.
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Consumer Show Market
Consumer shows are events where attendees purchase tickets. Our largest, the North American International Auto Show, along with Auto Rama, and Youmacon, all serve as annual anchor groups in this segment. We book additional smaller events to fill in open time slots in our calendar with events such as Jurassic Quest, hair & beauty shows, sneaker shows, and life-styleshows. Aside from NAIAS, it should be noted that groups in this category traditionally do not produce large guest room blocks. In September 22 Auto Show attendance was 24% of January 19. In November 22, Youmacon attendance was at about 85% of November 19. In January 23 Boat Show attendance was at 40% of January 20 lev-
els. In January of 23, the Wedding Show attedance was 30% of January 19. The show has since sold. In February 23, Autorama attendance was 85% of March 22. We will continue to partner with event organizations such as MAD Event Management, Hour Magazine, Gazette Media, MCI and other producers to develop new shows and events whenever possible.
Strategies to Impact Consumer Shows 2023 Detroit Auto Show is at a critical point. We actively nurture and support the relationship as the event is 1 The vital to our success. health of the producers, the specifics of the demographic draw of each event could vary greatly from our project2 The ed budget. It will be more critical than ever to stay close with the event producers leading into each show to be able to forecast and adjust with accuracy.
will continue to partner with organizers who are trying to get new events off the ground. This will include making 3 We connections in the local market to promotional partners, content developers, speakers, and organizations of like mind. We want to be an incubator to start up and grow events with strong potential. This is an investment of time which is less about immediate ROI and more about long term development.
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Corporate Market Segment
Previously we have been most successful in the corporate market by tapping into the metro area. We have also been successful in attracting large city-wide business in the national market including Hill-Rom, ACN, Delta Vacations, Whirlpool, and HerbalLife. Multi-level marketing companies will continue to be a good target because they meet regularly and often need a large amount of space. We have bid on pharmaceutical and tech based meetings as well. Rocket, formerly Quicken Loans, was our largest local corporate customer. In 2018, they ranked second only to NAIAS in total revenue produced. They are also our largest parking leaseholder. While we have not been able to repeat that performance since, there continues to be opportunity to host some of their larger meetings,
including TechCon, and NF Forward (charitable nonprofit). For us, the downside is most often lack of available inventory, as they traditionally take the ballroom off the shelf for five days for each event. There is also concern that as they add larger meeting space to their downtown portfolio, they will no longer require space here. We also have a stable of other local corporate customers who hold frequent meetings including Henry Ford Health Systems, BC/BS of Michigan, GM, and UWM.
Strategies to Impact Corporate Market Segment
1 Host March 2024 Destination Michigan showcase Participate in MMPI (Michigan Meeting Professional International).Jennifer Berkemeier will be president 2 Actively elect in 2024; an amazing honor for her and our facility. the relationships Sodexho Live! has with Ford and other local corporate organizations to garner new busi3 Leverage ness opportunities
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Religious and Affinity Market Segment
According to the Census data Detroit is 80% African American. To many groups this statistic can be one of their most important reasons for choosing Detroit. Some of the largest and lucrative groups in the past include Nation of Islam, National Association of Black MBA’s, NAACP National Convention, SHPE (Society of Hispanic Professional Engineers) and various church and fraternal organizations.
organizations can make a difference.Events like Facing Race, Women’s Conference, Thousand Points of Light and Women of Color STEM.
Another part of this segment includes labor unions. Detroit is rich in union history. Detroit has a reputation for being a tough and expensive place to do business. In the labor union market, that is not a detriment. We regularly host UAW business and have also attracted a few other Another sub segment of this category includes national labor conventions including the APWU groups with the purpose of social justice. Having (American Postal Workers Union) and CWA (Comemerged from bankruptcy and statistics which munications Workers of America). generally point out economic and educational disparities for the residents of the city, Detroit is considered a target selection, it is a place where
Strategies to Impact Religious and Affinity Market Segment
1 Work together with Visit Detroit and Marriott to research and develop a union meeting priority list. 2 Enlist the support of the state or local union leadership in hosting national events. 3 Research organizations and events based on social justice and develop a priority list.
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Michigan State Associations
The center has a relatively small market share of this segment. We have secured repeat commitments from some of the state’s largest association events including DECA – Distributive Education Clubs of America; MACUL – Michigan Association of Computer Users in Learning and MSBO – Michigan Association of School Business Officials. We alienated some groups in this segment during our construction between 2010 and 2015 due to construction interruptions and calendar shifts and have had limited success in gaining their trust back. This segment is generally price sensitive and habitual in their use of host facilities. They are also used to non-union facilities throughout Michigan. Lansing, Grand Rapids, Traverse City, and the Suburban Collection Showcase are primary competitors in this market along with resort hotel destinations.
sponsored the education break out sessions at the Annual Meeting this year. MSAE continues to struggle to get back to pre-pandic participation and relevancy. We attended the annual Visit Detroit Tiger’s Opening Day Fam. We bid on new business at every opportunity. Most competitors in the state are much more active/proactive with this market as it fits their market needs better. We need to continue participation in key events or be conspicuous by our absence.
We are members of MSAE – Michigan Society of Association Executives. We participated and
Strategies to Impact State Association Market with Visit Detroit State Association sales representative annually to identify top prospects, custom strategy 1 Meet for each association and map our plan to actively solicit key business opportunities. We have participated in this process on two occasions separately in the past and this helped us focus on the best opportunity and ROI.
2 Active participation with MSAE. There are many opportunities including events and sponsorship.
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Local Catering Market Segment This segment has provided a steady stream of revenue since the ballroom opened and been the market which has helped to establish our reputation for excellent food, service, and facilities to locals.
over the past decade but since moved on. We are never the least expensive but the elegance of the space is unmatched.
We are very competitive with food pricing. Elaborate audio visual productions, labor to set them As we have emerged from the pandemic; one of up and charging for parking, are factors which our greatest challenges has been to re-build this dive up the cost of producing an event here. Ansegment. other factor which makes us less competitive than hotels is that they can be more flexible with Many new facilities have opened in the past de- rental for groups who utilize hotel rooms; the cade. There is no more “finicky” a segment than margin on guestroom profit runs in the 70-75% this. Non profit gala and fundraising events like range for good operators which allows for some to be the first to utilize new facilities in order to flexibility in banquet saving, discounts, and value keep their events fresh and on trend. Our best adds. shot at re-iginiting this segment is to reach back to many organizations who have used the space
Strategies to Impact Local Catering Market Annual “tasting event” in Grand Riverview Ballroom to raise interest and booking. 1 Host Be more aggressive on catering free sell of rooms other than the ballroom, allowing smaller group to book outside standard twelve-month window. Continue booking smaller social events into 260, 360 and other rooms more 2 the than twelve months in advance, if they meet revenue targets. This primarily effects groups of three hundred or less but can also apply to larger groups in the 300 & 400 level rooms which have substantial capacity. more aggressive in the sale of the Huntington Place Square/Terrace for outdoor events, Atrium, and exhibit halls 3 Beas alternates to selling the ballroom.
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Sales Initiatives and Activities October 2023 •Attend IMEX – Las Vegas, co-op booth share with Visit Detroit
November 2023 •Attend MSAE Diamond Awards Dinner Celebration
December 2023 •Attend Visit Detroit annual Holiday Showcase event in Lansing, MI •Attend IAEE Expo-Expo – Dallas, Texas, Visit Detroit/ ASM Global Co-op and annual sales meeting
January 2024 •Attend PCMA- San Diego, CA, Co-op with Visit Detroit
March 2024 •Attend SISO CEO Summit Amelia Island, FL. •Host Destination Michigan Showcase
April 2024 •Attend Visit Detroit Annual Tiger Opener Fam
May 2024 •Attend IMEX – Frankfurt, GER, Co-op with Visit Detroit
June 2024 •Host PCMA EDUCON
July 2024 •Attend MSAE Annual Meeting - TBD
August 2024 •Attend ASAE Annual Meeting - Cleveland, OH, Co-op with Visit Detroit
September 2024 •Host Charity Preview event
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2024 Replacement of Marketing Depatment Head
Marketing Director Training Outline 1. Customer Experience a. GA4 customer journey tracking to conversion 2. Marketing channels/story cycles
4. Brand Development 5. Advertising Campaigns 6. Content Strategy
Timeline 8 weeks
3. Information Architecture a. Website i. Content management software ii. Monitoring and training editors iii. Analytics b. MailChimp account c. Google accounts
7. Media Relations 8. Email Marketing 9. Website Development 10. Data Analysis 11. Communications Development 12. Awards
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Marketing Initiatives to Develop Sales Leads Brand Development FY24 will continue last year’s brand development for Huntington Place and will move efforts from name recognition, which is solidly established in the industry, to business development. All marketing channels will point to booking events in the venue and bringing the industry’s attention to the top tier event offering in Huntington Place. Huntington Place marketing has a multi-channel approach with all channels pointing to the website and many to the booking page to realize more business to the center
Press Release
Website
Local Trades International
GA4 Analytics Google Business Youtube
News Articles Local News Trade Pubs Trade Blogs
Social Media
Advertising
Multi-Channel Marketing
Facebook Instagram Linkedin TikTok
Digital Ad Marketing
Email Marketing Sales Lead Blog subs Local Lists Trade Pubs
Local Trade Pubs Special Interests Customers
Newsletters
Google Ads Trade Websites Trade Pubs
Employee Stakeholders
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Website Development
Website Development Overview: The Huntington Place website is central to the venue’s marketing efforts and designed to attract, assist and maintain a strong customer base. In 2023 we trimmed the website from 164 pages to 56 pages to improve load times and prevent viewer loss. All conceivable information can be accessed with no fewer than two clicks from the home page. The DRCFA website was integrated into the Huntington Place website which reduced overall cost and increased viewership for the DRCFA. In 2022 the venue rebranded as Huntington Place and launched an upgraded website to mark the venue’s name change to one more visually driven. In 2023 considerable effort was made to convert the website Google Analytics account to GA4 to better report brand recognition data to Huntington Bank. From the new website launch 12/9/21 to 12/31/22 when rebrand funding from the bank ended, Google reported 65% of people searching for the convention center entered search terms including Huntington Place, which the bank considered highly successful. Huntington Place Google Ads and SEO efforts led all viewers searching for TCF Center, Cobo Center or generic terms related to Detroit’s convention center to Huntington Place. Data from Google Search Console and Google Ads accounts are now integrated into the GA4 website analytics to track the customer journey from where they clicked online to get to the website, through the viewer exit from the website. All conversions to sales leads from the booking page are also tracked through the customer journey to better understand where leads are coming from and what information they look at before completing the RFP. This data allows us to refine the website and digital advertising to better develop sales leads. 2023 was a pivotal year for the Huntington Place Google accounts as the algorithms of all Google properties were changed to AI based functions. This necessitated effort on all Google accounts that the venue uses to track website, ad and SEO data to migrate to the new platforms and configure to meet the venues tracking needs. Migrations were competed and we are poised to make further changes in 2024 in the Huntington Place Google properties to maintain the integrity of venue data and allow continued year over year analysis of performance. Year over year data shows the website viewership bouncing back from the pandemic and continuing to rise to meet 2018 levels. (2019 was an anomaly with the rebrand to TCF Center and the bank paying double what it did in 2022 for digital advertising that contributed to website activity.)
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Website Development
Year
Pageviews
Unique Visitors
RFP Completed
261,414
Booking Page Visits 26,563
2018
652,044
2019
1,162,646
335,893
45,671
1300
2020
372,387
161,867
21,446
346
2021
345,602
194,604
19,774
257
2022
465,830
249,990
38,387
518
2023
404,998
335,559
43,440
618
823
New Efforts in YF24 for Website Development Will Include: SEO Improvement: maintain Huntington Place Google Business page with images and review responses; integrate Google Console with GA4 analytics to improve page responsiveness and data; develop backlinks and referring domains; enter all metadata, keywords and descriptions into webpage SEO tracking and search engine listing features; track page load times and maximize efficiencies; work with Carbonhouse to quickly correct URL or page response errors. Press Room Analysis: track data on Press Room Pages and maximize use; expand Press Room features to include economic impact tracking and info graphics from annual reports; fully implement media strategy to maximize industry media coverage in tradeshow and convention markets; include all media articles, podcasts and videos in Press Room to document ongoing venue history. We will also be searching for a service to host the website historical data as this year GA4 analytics will stop saving data older than 2 years. Google and other 3rd party platforms are being explored. Google Ad campaign improvements: as Google continues to roll out its transition to AI based algorithms, we will continue to dialogue with Google through our Certified Google Digital Marketing Vendor and maximize campaign efficiency to bring in sales leads and improve Search Engine Optimization. GA4 improvements: we will continue to make adjustments in website analytics to track the customer journey through to event sales and make improvements in content based on what the customers are viewing, downloading and who they are contacting on staff through email links and click to call buttons. We will also find and deploy a platform for preserving the historical data of the website as Google will preserving data older than 2 years in 2024.
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Website Development
DRCFA website section improvements: we will continue to improve the DRCFA section of the website at the direction of the board. Continuous design changes and updates including brand photos and videos, documents and information that develop the Huntington Place brand and inform the public, customers and sales leads. In 2024 the GA4 website analytic software allows us to see what not only what pages are viewed the most, but what documents, photos, and videos are downloaded to track what customers prefer and improve the brand. It’s an exciting addition to brand development and will be used and maximized in 2024.
Updated Webpage Aesthetics and Content • • • • •
Maintain event calendar with event graphics and data Rotate website images with updated venue photos Update marketing videos on website and link in marketing emails Create a steady flow of customer communications and blog posts Rotate page design with different design options
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Data Analysis Spreadsheet roll out continued data tracking in 2024: • • • • •
Digital Ads: impression and click data Email Marketin: sent, open and click data Media Data: press releases, news articles,podcasts GA4 Website Analytics: sessions, pageviews, page events, book page visits, RFP completions Google Business: data analysis
Quarterly reports: that include all spreadsheet data submitted to GM and for the DRCFA balanced score card. Annual report summary: will continue to be developed and submitted for operations and the DRCFA balanced score card. Google Ads: In 2024 the campaigns will be designed to book events and include venues in the competitive set, along with hundreds of other keywords to bring Huntington Place ads into the search results for event planners. They will also be tweaked to align with Google’s new AI algorithms as Google develops them to maximize ad conversions and Search Engine Optimization of the brand. All digital ad data (views, clicks, conversions) is tracked in a spreadsheet and reported quarterly. In 2024 the Google Ads campaign goal is to adapt the campaigns to the new Google AI algorithms. Sales and Marketing will work together to track ROI with the use of the new CSR software, also expected to be fully implemented in 2024. Google Business Analytics: The Huntington Place Google Business Page analytics are tracked for data on calls to the center, image clicks, Google Maps visits and google review ratings. Advertising Based on all data, strategies for each marketing channel are refined and updated to maximize performance and brand recognition and insure continuous innovation and improvement.
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Digital Advertisement Campaign
Ad Campaign The ad campaign for 2024 is a continuation of “The People Make the Place” campaign launched in FY23 to establish the Huntington Place brand and will run a standard three-year cycle. It includes a diverse sample of center employees from various departments and highlights the exemplary customer service that Huntington Place is so well known for in the business. It accentuates Detroit as a destination and “exceptional people delivering exceptional service in every facet of the organization.” The advertising spend in FY24 will focus on digital advertising because view and click data can be tracked. Decisions for ad buys were made based on the best performing campaigns from the previous year. The FY24 campaign is reduced to digital ads only to better track how ads bring events into the facility. Google’s switch to AI algorithms in 2023 presented real ad performance issues across the globe and Google required all inquiries go through a certified Google Digital Advertiser. Our vendor was in close contact with Google Help Desk during the last half of the year to minimize the impact on our ad program, but like customers around the globe, the impact was felt. Better results from the Google Ad campaigns is expected in 2024.
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Digital Advertisement Campaign
Digital Ad Data Year
Ad Impressions Ad Clicks
2018 304K
10.5K
2019 253K
14.6K
2020 207K
20.7K
2021 261K
28.1K
2022 4.12M
22K
2023 4.6M
17.5K
Ad Rotation Digital ads in each trade publication will be rotated to keep the look fresh and to give the industry a clear idea of the diversity and equality in our workforce.
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Email Marketing Development The email marketing channel in Huntington Place is one of the most effective in terms of audience engagement and has remained strong over the years. Each email is related to a website blog post that has detailed information and images on the media announcement. Sales and Marketing departments work together to develop sales lead lists for sales segments that are used to send targeted emails to each segment with MailChimp. Data is tracked for each segment and lists are updated throughout the year. Additionally, several trade publications including Greenspring Publications, Trade Show News Network and Exhibit City News issue our customer emails to their subscriber lists with very good results.
Year
Emails Sent
Blog Visits
2018 254,184
4,824
2019 274,038
11,712
2020 238,252
20,603
2021 114,820
9,391
Changed Data Tracking In FY22 we began tracking data for email marketing campaigns in a different way.
Year
Emails Sent Opened %
Clicks
%
Blog Visits
2022 275,870
57,058
21%
27,430
48%
13,280
2023 340,782
85,403
22%
29,751
35%
17,521
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Sustainability Marketing Awards: The Huntington Place sustainability program is one of the best in the business for convention centers and has won numerous awards, including the global 2020 USGBC Leadership Award for Building Performance, the only convention center in the history of the award to receive it.
News Development 2024 will prove to be a pivotal year for the Green Committee after relaunching the post event material donation program, reducing the venue’s overall carbon impact, and moving events to NetZero. In 2023, the Green Committee recertified for v4 O+M: Existing Buildings LEED Gold, participated in webinars on industry sustainability, put the sustainability marketing brand on business cards and hosted USGBC LEED project tours and a Sustainable Detroit Forum. In 2024 every opportunity to promote the efforts of the Huntington Place sustainability program will be accepted. News items will continue publication keeping Huntington Place at the forefront of the event industry’s sustainability efforts and attracting green events to the venue.
Green Webpage Development: The sustainability webpages on the Huntington Place website are designed to give viewers a variety of ways to find the information they need and numerous URL addresses that can be added to media announcements and marketing collateral to extend the reach of the information. 2024 Sales and Marketing Plan
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Collateral Development Collateral Development The collateral on the green webpages is updated regularly to offer a variety of documents to help customers achieve sustainability goals for their events. The documents include presentations and white papers to educate customers and visitors on the importance of zero waste events. The information demonstrates the importance of every person’s effort to the overall venue sustainability that saves hundreds of tons of waste from the waste steam each year and contributes to the circular economy. Huntington Place Annual Report was issued for the first time in this year for 2022. Meetings with team members throughout the year produced a report that reflects the economic impact of the convention center on Southeast Michigan and the entire state. Work will begin on the 2023 annual report in November 2023, and the report will be issued to stakeholders in January with informative boosts on social media.
2024 Sales and Marketing Plan
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Communications Development
2024 Media Strategy • • • • •
Maintaining Media Calendar with organic schedule of stories and media releases Developing Crisis Communications Plan to meet current needs of venue and community. Tracking Email Marketing sent, open and click data. Distributing Standard Operating Procedures on file for what to do when media outlets arrive unannounced or unscheduled at the venue. Developing Standard Operating Procedures for scheduling on-site media interviews for venue executives that include. • • • • • • • • •
• • • •
Name of interviewer and interviewee and media outlet. Talking points for interviewee Notification of all stakeholders Notification of security on critical information including arrival time and parking for media outlets Notification of parking arrangements with Finance & Parking depts if necessary Develop media outlet relations by being responsive to requests and outreach to cover center stories Maintain current distribution lists for local and trade publications and outlets Consistent approval for on-site media coverage for outlets that highlight the Huntington Place Brand. Consistent non approval for on-site media coverage from outlets looking to sensationalize stories that would depreciate the brand by including images of the venue (such as elections when there is no on-site election activity) or other off brand interests. Outreach for podcast interviews with key industry influencers Outreach with local media outlets for interviews with venue spokespeople during high profile events in the venue when appropriate Increase media exposure of brand during times when construction or other legislative initiatives are developing During damage control for negative surprise stories on the venue, conference with all venue stakeholders to create and distribute a single statement that everyone gives to media if contacted
2024 Sales and Marketing Plan
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News Article Development Along with publishing press releases once a month with Huntington Place news goes working directly with publications, local and event industry, to develop news articles that keep the center in the news and customer awareness. A twelve-month story drop schedule has been developed for 2024 as a basis for the advancement of news as it emerges naturally. With this schedule the FY24 goal for 60 media articles will be met. The schedule is organic and changes with current news. Oct.
Nov.
Dec.
Jan.
Feb.
March
April
May
June
July
August
Sept.
Auto Show Impact
Concourse Redesign
Board News CEO/CFO
West Side Expansion Plan
2023 Annual Susty Report Release
Susty Podcast
Arbor Day Susty Editorial
Honeybees flourish on green roof
Union Labor Labor Relations
Csr Community clean up
LEED USGBC HP tour
Naias returns
Huntington Heroes
Susty News
Cyber Security Upgrades
West Side Expansion
Master Billing for Events
EV and Innovation Suppliers in the D Support Events
HVAC features for LEED
Accessability in Huntington Place
Naias Ticket Sales
Master Billing for events in place
Enhanced customer experience staff training
West Side Expansion
New CRM Software
ASM Contract Extension
Launch Digital Sign Sponsorship Program
Boat Show
Chef Feature
Union Relations in the D
2Q Financial good news
Summer event line-up
Security Upgrades
Guest Experience Department
Octopus Customer Service Training
Detroit #1 EV Suppliers and Events
DEI in Huntington Place
DEI in Huntington Place
Awards for Center
Employee Recognition
Huntington Place as Global Destination
State Subsidy Structure Tax Savings
Huntington Place Art Foundation
Technology Services Upgrades
Economic Impact 14:1 ROI
Annual Report
Award Winning Huntington Place
Susty Edutours
2023 Sales and Marketing Plan
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News, Media and Press Distribution List Development Media contact in both the trade publications and local media have changed often and quickly since the pandemic began. Maintaining the distribution lists for media announcement is an ongoing effort, keeping both lists current by developing relationships with editors and publishers and constant communication with them.
Partner Relations ( Visit Detroit, Huntington Place Events, DRCFA ) Work closely with Visit Detroit’s Communication Director and CEO and DRCFA CEO to develop collaborative stories, media advisories and statements to keep the venue alive and relevant in the public eye, building interest in the event industry. Collaboration is key in doing so and it requires constant communication and teamwork from all three arms of the venues message to stay on top.
Website Press Room Development The huntingtonplacedetroit.com website has a full Press Room section that reporters, editors and show managers use often as a source of news and data on the venue. The FY24 goal for the website Press Room development will include the following: Analysis of audience (GA4 analytics): In FY24 we will begin a month-to-month analysis of each newsroom section and page to track viewer growth and develop the section to better serve its view- ership. This analysis of the Press Room structure will show what people are using and give direction to further development. Current brand images and b-roll in high resolution format are available in the website press room for download by customers and media for PR purposes. Expansion of the press room in FY24 will include a page for info graphics with pertinent data on Huntington Place. Development the current quarterly measures currently set in the DRCFA Balanced Scorecard will continue for news articles and blog views. However, the additional tracking of the number of media interviews, press releases, and customer and sales lead emails (sent, open, click) will continue. In FY24, also tracked will be number of media interviews, venue data info graphic distribution, and website video views and news feed views. All data will be used to develop the website Press Room in an organic manner to best serve customers and viewers.
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Alignment with ASM Global Marketing Initiatives
Alignment with ASM Global Marketing Initiatives ASM Global has restructured expanded its corporate marketing program to include more international, national and regional initiatives. Huntington Place Marketing & Communications is working to increase efforts to engage in these programs to the benefit of the Detroit convention center. This collaboration reduces costs for the venue and expands the depth of the Huntington Place marketing program. •
•
The proprietary VenueShield program from ASM Global is incorporated into Huntington Place housekeeping and gives returning customers, visitors and potential customers peace of mind when they consider environmental hygiene and venue safety in choosing a venue for their event. In 2022 ASM Global’s Sponsorship Opportunity Assessment gave a clear analysis of the opportunities for sales and sponsorship development for Huntington Place.
Resources like thought leadership from ASM Global executives, report design and creation, customer document templates, press release lift in national and international distribution from corporate channels, and social media boost coordination will continue to enhance and support efforts by Huntington Place Marketing & Communications throughout FY24.
2024 Sales and Marketing Plan
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Social Media
Social Media 2023 to 2024 Goals Increase Followers & Engagement
Current
Goal
Facebook Followers
32,854
33,000
Facebook Engagement
65,708
75,000
LinkedIn Followers
2,430
2,650
LinkedIn Engagement
48,600
50,000
Instagram Followers
588
1,000
Instagram Engagement
26,727
30,000
Tik Tok Followers
150
350
Tik Tok Engagement
N/A*
N/A*
*Tik Tok engagement cannot be measured
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Industry Awards Award recognition for the venue and staff has been steadily growing over the past decade. It is a means to recognize the hard work and achievements employees and help boost staff morale and improve motivation. Employees become focused on what’s great about the center and can feel proud to be a part of it. The application process gives a different perspective and allows senior staff to compare the venue to competitors, making sure the center stands out from the competition whether that’s through innovation, diversity, growth, customer service, investment in people and strategic thinking. Being “best in class” for multiple consecutive years makes Huntington Place one of the top convention centers in the nation and across the globe. Applications for the industry’s most illustrious awards will continue throughout the year to add to the following list, accrued over the last decade:
2023 Rose Award Behind the Scenes Service 2023 Distinctive Achievement Award (Association Conventions & Facilities) 2023 Prime Site Award (Facilities & Destinations) 2023 LEED Gold Certification USGBC 2023 Centers of Excellence Award (Exhibitor Magazine) 2022 Distinctive Achievement Award (Association Conventions & Facilities Magazine) 2022 Prime Site Award (Facilities & Destinations Magazine) 2022 Centers of Excellence Award, Exhibitor Magazine 2021 Stella Award, Northstar Meetings Group 2021 Prime Site Award, Facilities and Destinations Magazine 2020 Community Safe Haven Award, USGBC Michigan Battle of the Buildings 2020 USGBC Leadership Award for Building Performance (National ward. Huntington Place the only convention center in the history of the award to have won it) 2020 USGBC Outstanding Sustainable Design Award (Regional Award, Midwest facilities) 2020 Centers of Excellence Award (Exhibitor Magazine) 2020 Prime Site Award (Facilities & Destinations) 2020 Best Convention Center (Michigan Meetings & Events) 2020 Michigan Meetings & Events Best Convention Center Award 2019 USGBC LEED Gold Certification 2019 Huntington Place Naming Rights Award 2019 Centers of Excellence Award (Exhibitor Magazine) 2019 Stella Award (NorthStar Meetings Group)
2024 Sales and Marketing Plan
2019 Prime Site Award (Facilities & Destinations) 2019 Finest Meeting Site Award (MPI Michigan Chapter) 2019 Detroit Green Task Force Earth Day Award 2019 Events Industry Council APEX/ASTM Sustainable Meeting Standard Re-Certification 2018 William F McLaughlin Award for Hospitality Service Excellence (DMCVB) 2018 Prime Site Award (Facilities & Destinations) 2018 Michigan Meetings & Events Best Convention Center Award 2017 Events Industry Council APEX/ASTM Sustainable Meeting Standard Re-Certification 2017 Prime Site Award (Facilities & Destinations) 2016 Keep Michigan Beautiful President’s Plaque 2016 Michigan Meetings & Events Best Convention Center Award 2016 Prime Site Award (Facilities & Destinations) 2015 Events Industry Council APEX/ASTM Sustainable Meeting Standard Certification 2015 Detroit Free Press Michigan Green Leaders Award 2015 Detroit EcoWorks Sustainable Communities Champion Award 2015 Prime Site Award (Facilities & Destinations) 2014 Michigan Meetings & Events Best Facility Renovation Award 2014 Michigan Meetings & Events Best Supplier Award 2014 Prime Site Award (Facilities & Destinations) 2013 Prime Site Award (Facilities & Destinations) 2012 Green Venue Michigan Certification 2012 Prime Site Award (Facilities & Destinations)
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