PACVB Strategic Plan

HellofromtheExecutiveDirector

To say the Plover Area is a great place to live, work, play and visit almost undersells how truly wonderful this area is. The opportunities are endless. Whethervisitorsseeknewoutdoorthrillsoranexperienceofalifetime,thePlover areaboastsitall!

Located in the central region of Wisconsin, we are uniquely positioned to capitalize on the region's accessibility. The Plover area is one of the easiest destinations in the Midwest for all regional travelers to reach. We are perfectly situatedequallybetweenmajorcitieswithinWisconsinaswellasourneighboring states.

My goal as the Executive Director is to ensure that the Plover area is recognized and celebrated as the perfect destination to host a meeting, wedding, family vacation, sporting event and more. The hospitality and tourism industries drive Wisconsin'seconomicstatus.Withtherightefforts,thePloverareacancapitalize on the numbers. In 2022, Wisconsin's tourism industry had a $23.7 billion total economicimpactonthestate.

Travelers are actively seeking destinations offering new experiences in safe and welcomingenvironments.

WhenIfirstconsideredrelocatingtothePloverarea,IwasworriedthatImayfeel likeanoutsidermovingtoasmalltown.However,PloverisasmalltownwithaBIG HEART,andIhaveneverfeltmorewelcomeinacommunity!ThePloverareatakes mid-westniceandtrulyelevatesittothenextlevel.Ourbusinesses,organizations and residents want to share the area ' s greatness with others, and we welcome guestswithopenarmsintoourcommunity.ThePACVBiscommittedtoensuring visitorsleavewantingtocomebacktimeandtimeagain.

The Strategic Plan outlined in this document is not a marketing plan. This Strategic Plan outlines our goals for the Plover area and allows us to maximize tourism opportunities available to our communities that will drive the CVB and ourpartnersforward.

Toensuresuccesstodayandinthefuture,wewillworkcollaborativelywithlocal, state and regional partners to inspire and motivate new events, meetings and visitors to COME OVER TO PLOVER! Thank you for joining us on this journey and yourcommitmenttothearea'scontinuedsuccess.

Sincerely,

Malorie Paine

MaloriePaine ExecutiveDirector

WhoWeAre

The Plover Area Convention and Visitors Bureau represents and promotes the Town of Plover, Village of Plover and surrounding communities as a great area to live, work, play and visit. The PACVB exists to aid visitors in their destination planning. Whether planning a family visit, a sports tournament, a meeting/conference, a group tour, wedding or more, the PACVB is a resource to aid and guide you through the process. We collaboratewithbusinessesandorganizationstoensureourguests'needs aremetandexpectationsareexceeded!ThePACVB'scorevaluesareones that are shared throughout the community, and we strive for all visitors to leavePloverfeelingthevaluesintangibleways.ThisStrategicPlanoutlines what,howandwhywedowhatwedo.

MissionStatement

The Plover Area Convention and Visitors Bureau drives quality of life, economic growth and community preservation for our citizens through tourismmarketinganddestinationdevelopment.

CoreValues

Community - PACVB has identified the Plover area as safe and welcoming rootedintogetherness,andwewillstriveforthecontinuedgrowthofthearea andlocalbusinessestothebenefitofourresidentsandguests.

Relevance/Presence - PACVB will be present and aware of the needs of the communityandguestsbyactingasaleaderandmotivator.

Engagement - PACVB will actively engage businesses, individuals and organizations to achieve a common goal of understanding, supporting and buildingthepresenceofourcommunitybeyondourborders.

Accessible - PACVB is an organization that is open and inviting acting as a resourcetoassistinmakingthePloverareagreattolive,work,playandvisit.

Collaborative-PACVBwillbuildrelationshipsbyworkingwithlocal,stateand regionalpartnerstomarketthePloverareaandattractnewmeetings,events andvisitors.

Passionate - PACVB staff and commission members care deeply about the Plover area and its success. We are a driven group fully dedicated to showcasingallPloverhastooffer.

Sustainable - PACVB is committed to preserving the natural beauty of our area while encouraging visitors and residents to be good stewards of the environment.

top 5 strategic Priorities

Increase local, state and regional awareness

Connect visitors with partners

Enhance visitor experience motivate and inspire partners to develop and attract new events, meetings and visitors continued staff and board development

Goals

Drivenewconferences/conventionstothePloverarea

Attractandretainsportingevents

Attractvisitorswhoarelookingforexperiencesfound inPloverarea

Goals

Measurevisitordataandfeedback

Establishmarketingprofiles

Developanomni-channeleditorcalendar

Increasedigitalengagement

Goals

Promoteawelcomingenvironment

Fosterandmaintainacultureofhospitality

Followaninclusionarymodel

Goals

Bringinneweventstothearea,stateand/or region

Cultivaterelationshipsandopencommunication amongpartners

Assistpartnerswithmarketingefforts

Goals

EnsureallstaffandBoardmembersremainupto dateontourismtrends

Makeeducatedandinformeddecisionsaffecting tourismindustry

Increase

local, state and regional awareness

Goal 1: Drive new meetings to the Plover area

Tactic1:Developarobustsystemforconnectingwithmeetingplanners

Tactic2: Market directly to meeting planners seeking destinations like thePloverarea

Goal 2: attract and retain sporting events

Tactic1:Collaboratewithsportingpartnerstoidentifyopportunitiesfor newevents

Tactic2: Collaborate with sporting partners already hosting events to analyzevisitorexperiencesanddevelopwaystocontinuemeetingtheir needs

Tactic3: Survey visitors to ensure visitor experiences are aligned with PACVBvalues

Goal 3: attract visitors who are seeking available experiences

Tactic 1: Aggressively market Plover area through paid and earned media

Tactic 2: Utilize targeted messaging to reach optimized traveler demographic

Tactic 3: Create visually engaging content to inspire visitors to experiencefirst-handwhatPloverareahastooffer

Tactic4:Engagetouroperatorstoincreasegrouptravel

Connect visitors with partners

Goal 1: Measure visitor data and feedback

Tactic 1: Establish visitor survey to gain relevant demographic information

Tactic2:Gatherdatathroughdigitaland/orinpersonsurveys

Tactic3:Analyzedataandidentifysegmenttrends

Goal 2: establish marketing profiles

Tactic1:Segmentvisitorsintovisitortypes

Tactic2:Identifyotheraudiencestobereached

Tactic3:Developkeymessagingbasedoninterests

Goal 3: Develop an omni-channel editorial calendar

Tactic 1: Using Goal 2, Tactic 3, determine when and how segments shouldreceivekeymessaging

Tactic 2: Outline specific content and scope of work including publicationdates

Goal 4: Increase digital engagement

Tactic1:Usevisitorfeedbacktodrivedigitalstrategies

Tactic2:Createinterest-based,targetednewslettercampaigns

Tactic3: Identify and promote a digital campaign that resonates with residentsandvisitorsbyconnectingthemwithalignedexperiences

enhance visitor experience

Goal 1: Promote a welcoming environment

Tactic1: Work with local and state governmental agencies to ensure easynavigationincludingsignageforpartners

Tactic2:Encourageallpartnerstopledgetoextendcommunityfeelto allvisitors

Tactic 3: Advocate on behalf of visitors' needs as identified through surveysorotherdatacollectionmethods

Goal 2: Foster and maintain a culture of hospitality

Tactic1:Promotebusinesses/organizationsthathavetakenpledge(G1T2)

Tactic2: Cultivate positive experiences and highlight positives shared by sharingtestimonials

Tactic3: Develop a training program for frontline workers and incentivize theirparticipation

Goal 3: Follow an inclusionary model

Tactic1:Ensurealltourismpartnersarelistedonwebsite

Tactic2: Consider needs of visitors and include non-tourism industry listingswheremakessense

Tactic 3: Provide additional opportunities to partners wanting to highlightvisitorbenefits/experiences

and inspire partners to develop and attract new events, meetings and visitors

Goal 1: Bring in events new to area, state and region

Tactic 1: Analyze available sports complexes, meeting spaces, etc. to determinelistoftypesofeventsthatcouldbehostedinarea

Tactic2:DevelopandimplementaprocesstoassistinRFPsubmissions

Tactic 3: Serve as a trusted resource/sounding board to businesses andorganizationsrecruitingneweventsormeetingstoarea

Tactic 4: Collaborate to ensure area is adequately informed and preparedforeventswhenhappening(hotels,restaurants,etc.)

Goal 2: Cultivate relationships among partners

Tactic1:HostTourismTalkstoencouragenetworkingandrelationbuilding toincreaseopencommunication

Tactic 2: Produce monthly report showcasing partner impacts and informingofupcomingevents

Tactic 3: Highlight partner wins to encourage others to seek out new eventsormeetingopportunities

Goal 3: Assist partners with marketing efforts

Tactic1:Leverageinternalmediacontactstoextendpartnerreach

Tactic2: Provide grant and co-op opportunities to assist in marketing efforts

Tactic 3: Host marketing trainings to assist partners in developing visuallyappealingmarketingmaterials

Tactic4: Host familiarization tours to showcase experiences in Plover areawithalignedpublicationsormediapartners

motivate

continued staff and board development

Goal 1: Ensure all staff and Board members apprised of tourism trends

Tactic1:Joinrelevantorganizations

Tactic2:Subscribetorelevantnewslettersandpublications

Tactic3: Attend webinars, conferences, meetings, etc. where tourismrelatedinformationismaindiscussiontopic

Tactic4: Encourage information sharing among internal and external stakeholders

Goal 2: make educated decisions affecting tourism industry

Tactic1:Utilizedataandavailablestudiestodrivedecisions

Tactic2: Consult expert sources when data is inconclusive to help guide decisions