Longview Convention and Visitors Bureau Marketing Plan

Longview Convention and Visitors Bureau 2015 Marketing Plan

Facilitated and Prepared by:

May 2015

MARKETING OVERVIEW

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Goal • To promote Longview to visitors so that they can create their life’s adventures by enjoying our authentic experiences, including outdoor activities, our museum district, and our flavorful culture.

• Longview – EMBRACE your Real East Texas Adventure. LIVE your dream!

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Evaluation Metrics •

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•

–

–

Increase by 25%

Twitter Baseline = 1,876

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Increase by 15%

•

Increase by 25%

•

Small groups serviced – –

•

Sales leads – –

Meetings/conventions booked – –

Baseline = 8 Increase by 10%

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Baseline = $195.6 million Increase by 5%

Retail sales tax – –

Baseline = 0 Increase by 15%

Baseline = $1,813,836 Increase by 3%

Visitor spending – –

Baseline = 31 Increase by X%

Baseline = 1,754 Increase by X%

Hotel occupancy tax collections – –

Instagram Baseline = 275

Baseline = 503,814 Increase by X%

Visitor Center guests – –

Facebook Baseline = 2,652 •

•

•

Baseline = 0 Increase by 2

Hotel nights sold – –

Baseline = 0 Increase by X%

•

•

•

Baseline = 0 Increase by X%

Supported press trips/FAM tours – –

Baseline = 118,719 Increase by X%

Social media –

•

•

Baseline = 10 Increase by 20%

Media leads – –

Baseline = Increase by X%

Mobile website sessions – –

•

•

Website sessions – –

Convention bids received – –

Baseline = 22,718 Increase by X%

E-newsletter subscriptions – –

•

•

Visitor guide requests & downloads

Baseline = $143.5 million Increase by 5%

Situation Analysis National Travel Trends • ADR and RevPAR were the highest ever recorded (2014) 1 • US hotel occupancy reached 64.4% in 2014 (increase of 3.6%) 1 • Amenities will be an opportunity to win bookings in 2015 2 • Local exploration is a main motivator for choosing destinations 2 • 32% of travelers plan to spend more in 2015 2 • 74% of accommodations are optimistic about 2015 profitability 2 • •

(1) STR, Inc. (2) TripAdvisor Trip Barometer 2015

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Situation Analysis Texas and Piney Woods Region Travel Trends • Non-resident overnight leisure visitation to Texas continues to grow (2013) 1 • Louisiana is Texas’ largest origin market (2013) 1 • Texans generated 70.5% of person-days to the Piney Wood Region in 2013 2 • The top 3 Texan origin DMAs to the Longview MSA in 2013 were DFW, Houston, and Tyler-Longview 2 • Visitors to the Longview MSA come for leisure (63%) and business (37%)2 • Visitors to the Longview MSA participate in general travel (49.7%), culinary (27.3%), family (23.9%), and culture (18.6%)2 • •

(1) 2013 Texas Visitor Profile, Office of the Governor (2) 2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region 5

Situation Analysis

Average Income

Average Age

Percent Married

Percent with Children

$75k 46.1 71.4% 51.9%

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2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region

Situation Analysis – Longview MSA

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2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region

Situation Analysis – Longview MSA

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2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region

Situation Analysis – Longview MSA

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2013 Texas Tourism Region & MSA Visitor Profile, Piney Woods Region

Competitive Analysis - Leisure Longview

Tyler

Lufkin

Nacogdoches

Shreveport

# of Rooms1

1,788

2,548

865

920

5,373

Occupancy1

61.0%

62.0%

55.4%

48.9%

57.9%

Travel Spending2

$195.6 million

$276.6 million

$92 million

$61.5 million

$542.9 million (parish)

Jobs2

2,094

2,703

1,021

873

4,540

Person-stays3

1.91 million (MSA)

2.75 million (MSA)

n/a

9,500 (Visitor Center only)

1.98 million (incl. Bossier)

Average Visitor Age3

46.1

49.8

n/a

52.5

n/a

Facebook

2,959 likes

2,945 likes

2,149 likes

6,138 likes

25,357

Twitter

1,887 followers

3,390 followers

225 followers

1,670 followers

7,983 followers

Instagram

339 followers

1,071 followers

170 followers

850 followers

1,215 followers

(1) Texas Hotel Performance Report: Year of 2014 and 4th Quarter (2) Dean Runyan Associates, Inc. and the Governor’s Office of Economic Development and Tourism 10 (3) 2013 Texas Tourism Region & MSA Visitor Profile

Competitive Analysis - Meetings Longview

(1) (2) (3) (4)

Beaumont

Waco

Wichita Falls

Abilene

# of Rooms1

1,788

3,145

2,018

2,050

2,936

Occupancy1

61.0%

58.2%

68.8%

59.3%

57.6%

Travel Spending2

$195.6 million

$297.2 million

$301.2 million

$200.2 million

$409.5 million

Jobs2

2,094

3,184

2,992

2,756

3,491

Person-stays3

1.91 million (MSA)

3.19 million (MSA)

3.75 million (MSA)

1.50 million (MSA)

3.50 million (MSA)

Convention Center Space4

40,000 ft.2

41,300 ft.2

144,000 ft.2

57,137 ft.2

130,000 ft.2

Total Meeting Space4

98,538 ft.2

187,000 ft.2

383,587 ft.2

175,564 ft.2

350,000 ft.2

Facebook

2,959 likes

11,340 likes

22,905 likes

7,244 likes

17,448 likes

Twitter

1,887 followers

3,495 followers

1,294 followers

718 followers

2,208 followers

Instagram

339 followers

973 followers

n/a

516 followers

1,323 followers

Texas Hotel Performance Report: Year of 2014 and 4th Quarter Dean Runyan Associates, Inc. and the Governor’s Office of Economic Development and Tourism 2013 Texas Tourism Region & MSA Visitor Profile 11 2014-2015 Texas Tour and Meeting Guide, tacvb.org, wacoheartoftexas.com

Competitive Analysis - Meetings Longview

(1) (2) (3) (4)

Amarillo

Odessa

Midland

Tyler

# of Rooms1

1,788

5,700

3,124

3,554

2,548

Occupancy1

61.0%

63.2%

78.1%

85.2%

62.0%

Travel Spending2

$195.6 million

$876.1 million

$439.0 million

$516.6 million

$276.6 million

Jobs2

2,094

8,082

3,172

3,781

2,703

Person-stays3

1.91 million (MSA)

4.51 million (MSA)

0.86 million (MSA)

1.48 million (MSA)

2.75 million (MSA)

Convention Center Space4

40,000 ft.2

300,000 ft.2

99,200 ft.2

97,267 ft.2

35,000 ft.2

Total Meeting Space4

98,538 ft.2

367,000 ft.2

198,267 ft.2

185,000 ft.2

230,000 ft.2

Facebook

2,959 likes

30,014 likes

1,134 likes

4,140 likes

2,945 likes

Twitter

1,887 followers

1,498 followers

644 followers

1,880 followers

3,390 followers

Instagram

339 followers

235 followers

38 followers

n/a

1,071 followers

Texas Hotel Performance Report: Year of 2014 and 4th Quarter Dean Runyan Associates, Inc. and the Governor’s Office of Economic Development and Tourism 2013 Texas Tourism Region & MSA Visitor Profile 12 2014-2015 Texas Tour and Meeting Guide, tacvb.org, wacoheartoftexas.com

KEY ACCOMPLISHMENTS

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 Added a first-class Visitor Center in the CVB building

ECONOMIC IMPACT

1.91 MILLION VISITORS ANNUALLY

 Began promoting Bear Creek Smokehouse (shopping venue)

$195.6 MILLION

 Number of wineries is growing

IN ANNUAL VISITOR SPENDING

2,094 TOURISM SUPPORTED JOBS

 S.E. Belcher Jr. Performance Center provides fine arts entertainment  Longview World of Wonders set to open Fall 2015

$11.3 MILLION

 Discover Longview Hospitality Tour

IN STATE AND LOCAL TAXES GENERATED BY TOURISM

 Added an online shopping cart

NEW!

Festivals and Events Guide 14

MARKETING STRATEGY

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Brand

Longview is amidst the surprising beauty of East Texas and embodies the values and character of the region so visitors feel connected and at home.

North Star Destination Strategies

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Core Brand Elements

Shopping Arts & Culture Meetings/Conventions

Family Reunions Outdoor Recreation

Festivals & Events Amateur Sports

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MARKETING TACTICS

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Marketing Outreach Tools Advertising

Direct Marketing

Social Media

Digital Media (web) E-mail Marketing

Print Publications

PR/Media Relations

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Digital Media Strategy 1: Ensure Longview’s attractions and events rank highly in search results

Strategy 2: Effectively target online advertising Strategy 3: Enhance (in-market) visitor experience by promoting things to see and do on the mobile site Strategy 4: Leverage Yelp! and TripAdvisor to showcase the area Tactics:  Work with web designer to identify keywords and other tools to help the Longview CVB site rank highly in search results (SEO).  Ensure mobile site provides easy-to-find information to travelers who are in-market.  Identify ways to effectively advertise online.  Enhance and encourage cross-promotion among local attractions.  Use the website to tell customers stories that package the core brand elements.

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Advertising Strategy 1: Target ads/messages to the audience of each publication or media

Strategy 2: Ensure compatibility with State cooperative advertising Strategy 3: Target ads to feeder markets Tactics:  Evaluate ads so that they correlate with publication and the event (i.e., have responsive collateral material) .  Evaluate web information to correlate with ad information.  Ensure Longview cooperative ads with Texas Tourism are relevant to external markets.  Create cooperative ad opportunities for Longview partners.  Continue using intern opportunities with area universities.  Develop mechanisms to obtain data and utilize the information gathered from LHTA about visitor origins and reasons for visit.

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Advertising Strategy 4: Deploy cooperative advertising efforts Strategy 5: Analyze advertising data Strategy 6: Explore traditional advertising opportunities for increased exposure Strategy 7: Focus messaging to emphasize core brand elements Tactics: ďƒź Create cooperative ad opportunities for Longview partners. ďƒź Explore intern opportunities with LeTourneau University. ďƒź Develop mechanisms to obtain data and utilize the information gathered from LHTA about visitor origins and reasons for visit.

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Direct Marketing Strategy 1: Create partnerships to jointly promote the region Strategy 2: Involve volunteers in trade shows to represent niche markets Strategy 3: Explore improvements to direct mail marketing Strategy 4: Enhance the small meetings market by adding focus to SMERF

Tactics:  Continue and enhance existing regional partnerships with NETTC as well as Texas Forest Trail and Team Texas.  Create a strong partnership with Tyler CVB.  Pursue a partnership with Leadership Longview to recruit proven and active community volunteers for trade shows and TxDOT travel shows to represent both the CVB and their own businesses/interests.  Pursue efficient and best practices for direct mail marketing in the CVB industry.  Identify best practices, selling points, proposals and marketing efforts for the SMERF side of the small meetings market.  Identify leads in competitor cities and complete a SWAT assessment; follow up accordingly.

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Print Publications Strategy 1: Expand itineraries to include core brand elements

Strategy 2: Stay aware of design and content trends Tactics:  Create 1-day and 2-day itineraries that focus on core brand elements for targeted visitors. Include these itineraries in both printed and web-based publications.  Send selected staff to design workshops or other related training on a regular basis to ensure the Longview CVB’s publications always look fresh and current.

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PR/Media Relations Strategy 1: Develop a series of press releases to emphasize core brand elements and annual events

Strategy 2: Explore publications for opportunities to place content Strategy 3: Investigate new publications that align with Longview’s brand Tactics:  Develop a rough template of press releases for upcoming events, capturing the core brand elements.  Secure subscription to the Texas Media Directory  Develop a list of media aligned with core brand elements.  Send out media advisories to targeted media  Include social media links on all press releases.  Schedule press releases according to event calendar.  Reach out to tourism partners for press releases, then review to ensure they incorporate core brand elements.  Review the publications currently used by the CVB. Focus on feeder markets, targeted audiences, and identify the most appropriate publications.

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PR/Media Relations Strategy 4: Explore TV show opportunities (Daytripper, etc.)

Strategy 5: Maximize film and filming opportunities Strategy 6: Host some press and/or blogger tours Tactics:  Contact The Daytripper and other travel shows to explore filming opportunities in Longview.  Ensure communication with all tourism partners and key businesses about media, TV, and filming opportunities.  Ensure the Texas Film Commission has an accurate and up-to-date file on Longview for film and commercial shoots.  Identify influential bloggers that represent core brand elements.  Engage in ongoing communication with bloggers to build relationships.  Solicit individual bloggers and blogger groups for press trips or FAM tours.

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Email Marketing Strategy 1: Explore solutions to being labeled as SPAM Strategy 2: Ensure Email content focuses on core brand elements Strategy 3: Explore Email/texting service options Tactics:  Develop e-newsletter specifically for visitors and potential visitors to Longview with a clear call to action.  Target email blasts to the specific interests of consumers, ensuring they adhere to the core brand elements.  Include social media links.  Leverage key promotions like sweepstakes, etc.  Create meaningful, shareable content.  Change the name of the subject line to something catchy.  Ensure adherence to FCC regulations.  Focus on the streamlined social outlets for sharing content.  Create an email list for conducting business in Longview.  Contact TACVB and/or other CVBs about potential vendors and types of service available for Email and texting programs.

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Social Media Strategy 1: Coordinate and streamline social media posting

Strategy 2: Encourage user engagement Strategy 3: Make better use of user-generated content Tactics:  Ensure there are at least two admins on each channel.  Create and post engaging content twice a day.  Make use of great photography.  Share posts from local attractions and tag them in CVB posts.  Ask members and partners to “like” CVB channels and share CVB posts.  Aggressively promote local events, especially during peak times.  Encourage the use of Longview hashtags (#visitlongview, #longviewtx)  Exploit ambassadors and volunteers.  Boost posts, especially when there is a big to increase overnight stays.  Coordinate with social media from other regional CVBs.

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Social Media Strategy 4: Explore opportunities for social promotions/contests

Strategy 5: Explore Instagram account takeover Strategy 6: Utilize students as photo content providers Tactics:  Tie in to seasonal events, holidays, and other special occasions to create opportunities for social promotions or contests.  Identify local/regional Instagram influencers.  Determine goals of an Instagram account takeover (i.e., engagement, account growth, etc.).  Solicit participation in an Instagram account takeover from among Instagram influencer group.  Contact fine arts department and hobby clubs at LeTourneau University to encourage user-generated content.

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CVB ACTIVITIES

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• • • • • • • • • • • • • • • •

Texas Travel Counselors’ Show Texas Travel Industry Fair AARP Conventions (2) TxDOT Study Group Tour Dallas Travel & Adventure Show Albuquerque Balloon Fest State Fair of Texas American Bus Association Katy Home & Garden Show Fort Worth Home & Garden Show National Tourism Association Conference National Tourism Week Activities Small Market Meetings Conference Meeting Planners International – TX Education Conference Great Texas Balloon Race Economic Impact Study TAAF Winter Youth Basketball Tournament Economic Impact Study 31

CVB CONTACTS

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BOARD OF DIRECTORS Ken Cunningham, Chairman

Kara Bolster

Good Shepherd Health System Inc.

STEMCO

Keith Honey, Vice Chairman

Pat Britton

AEP Southwester Electric Power Company

Eastman Chemical Company, Texas Operations

Ron Hutchison, Vice Chairman

David Hayes

Network IP / Network Advanced Telecom, LLP

Hayes RV Center

Brett Lindig, Vice Chairman

Jim Kendrick

SYSCO Food Services of East Texas, LLC

Longview Regional Medical Center

Wade Johnson, Chairman Elect

Sam Neale

Johnson & Pace Incorporated

AAON Coil Products Inc.

Roy Eon, Chairman of Finances

Dana Parr

Texas Bank and Trust Company

Copeland Insurance Group

Richard Manley, Elected Official Appointment

John Ray

R Manley Enterprises

Lively Cadillac GMC

Becky Simpson, Elected Official Appointment

Ron Sones

Becky Simpson

LeTourneau University

Brad Tidwell, Past Chairman

Tim Vaughn

Citizens National Bank – Downtown

TVaughn Builders LLC

James Barron J&J Barron Enterprises LLC

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LONGVIEW CVB STAFF Kelly Hall President / CEO

Paul Anderson Senior Vice President

Elaine Reynolds Vice President of Event Operations

Ryan Polk Tourism Director

Suzanne Brown Business Advocacy / Communications

Lisa Monivais Membership Services

DeCedric Williams Projects and Events Assistant

Carrie Fisher Director of First Impressions

Shalee Faircloth Intern 34

WEBSITE PREVIEW

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