PACVB Strategic Plan

Strategic Plan 2023 2024

Come over to

PL VER Plover Area Convention & Visitors Bureau

Hello from the Executive Director 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.

Whether visitors seek new outdoor thrills or an experience of a lifetime, the Plover area boasts it all!

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 situated equally between major cities within Wisconsin as well as our neighboring 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's economic status. With the right efforts, the Plover area can capitalize on the numbers. In 2022, Wisconsin's tourism industry had a $23.7 billion total economic impact on the state.

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

When I first considered relocating to the Plover area, I was worried that I may feel like an outsider moving to a small town. However, Plover is a small town with a BIG HEART, and I have never felt more welcome in a community! The Plover area takes mid-west nice and truly elevates it to the next level. Our businesses, organizations and residents want to share the area's greatness with others, and we welcome guests with open arms into our community. The PACVB is committed to ensuring visitors leave wanting to come back time and time again.

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 our partners forward.

To ensure success today and in the future, we will work collaboratively with local, 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 your commitment to the area's continued success.

Sincerely,

Malorie Paine Malorie Paine Executive Director

Who We Are

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 collaborate with businesses and organizations to ensure our guests' needs are met and expectations are exceeded! The PACVB's core values are ones that are shared throughout the community, and we strive for all visitors to leave Plover feeling the values in tangible ways. This Strategic Plan outlines what, how and why we do what we do.

Mission Statement

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

Core Values

Community - PACVB has identified the Plover area as safe and welcoming rooted in togetherness, and we will strive for the continued growth of the area and local businesses to the benefit of our residents and guests.

Relevance/Presence - PACVB will be present and aware of the needs of the community and guests by acting as a leader and motivator.

Engagement - PACVB will actively engage businesses, individuals and organizations to achieve a common goal of understanding, supporting and building the presence of our community beyond our borders.

Accessible - PACVB is an organization that is open and inviting acting as a resource to assist in making the Plover area great to live, work, play and visit.

Collaborative - PACVB will build relationships by working with local, state and regional partners to market the Plover area and attract new meetings, events and visitors.

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

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

Goals

Connect visitors with partners

Goals

Enhance visitor experience

Goals

Drive new conferences/conventions to the Plover area Attract and retain sporting events Attract visitors who are looking for experiences found in Plover area

Measure visitor data and feedback Establish marketing profiles Develop an omni-channel editor calendar Increase digital engagement

Promote a welcoming environment Foster and maintain a culture of hospitality Follow an inclusionary model

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

Goals

continued staff and board development

Goals

Bring in new events to the area, state and/or region Cultivate relationships and open communication among partners Assist partners with marketing efforts

Ensure all staff and Board members remain up to date on tourism trends Make educated and informed decisions affecting tourism industry

Increase local, state and regional awareness Goal 1: Drive new meetings to the Plover area Tactic 1: Develop a robust system for connecting with meeting planners Tactic 2: Market directly to meeting planners seeking destinations like the Plover area

Goal 2: attract and retain sporting events Tactic 1: Collaborate with sporting partners to identify opportunities for new events Tactic 2: Collaborate with sporting partners already hosting events to analyze visitor experiences and develop ways to continue meeting their needs Tactic 3: Survey visitors to ensure visitor experiences are aligned with PACVB values

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 experience first-hand what Plover area has to offer Tactic 4: Engage tour operators to increase group travel

Connect visitors with partners Goal 1: Measure visitor data and feedback Tactic 1: Establish visitor survey to gain relevant demographic information Tactic 2: Gather data through digital and/or in person surveys Tactic 3: Analyze data and identify segment trends

Goal 2: establish marketing profiles Tactic 1: Segment visitors into visitor types Tactic 2: Identify other audiences to be reached Tactic 3: Develop key messaging based on interests

Goal 3: Develop an omni-channel editorial calendar Tactic 1: Using Goal 2, Tactic 3, determine when and how segments should receive key messaging Tactic 2: Outline specific content and scope of work including publication dates

Goal 4: Increase digital engagement Tactic 1: Use visitor feedback to drive digital strategies Tactic 2: Create interest-based, targeted newsletter campaigns Tactic 3: Identify and promote a digital campaign that resonates with residents and visitors by connecting them with aligned experiences

enhance visitor experience Goal 1: Promote a welcoming environment Tactic 1: Work with local and state governmental agencies to ensure easy navigation including signage for partners Tactic 2: Encourage all partners to pledge to extend community feel to all visitors Tactic 3: Advocate on behalf of visitors' needs as identified through surveys or other data collection methods

Goal 2: Foster and maintain a culture of hospitality Tactic 1: Promote businesses/organizations that have taken pledge (G1T2) Tactic 2: Cultivate positive experiences and highlight positives shared by sharing testimonials Tactic 3: Develop a training program for frontline workers and incentivize their participation

Goal 3: Follow an inclusionary model Tactic 1: Ensure all tourism partners are listed on website Tactic 2: Consider needs of visitors and include non-tourism industry listings where makes sense Tactic 3: Provide additional opportunities to partners wanting to highlight visitor benefits/experiences

motivate 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 determine list of types of events that could be hosted in area Tactic 2: Develop and implement a process to assist in RFP submissions Tactic 3: Serve as a trusted resource/sounding board to businesses and organizations recruiting new events or meetings to area Tactic 4: Collaborate to ensure area is adequately informed and prepared for events when happening (hotels, restaurants, etc.)

Goal 2: Cultivate relationships among partners Tactic 1: Host Tourism Talks to encourage networking and relation building to increase open communication Tactic 2: Produce monthly report showcasing partner impacts and informing of upcoming events Tactic 3: Highlight partner wins to encourage others to seek out new events or meeting opportunities

Goal 3: Assist partners with marketing efforts Tactic 1: Leverage internal media contacts to extend partner reach Tactic 2: Provide grant and co-op opportunities to assist in marketing efforts Tactic 3: Host marketing trainings to assist partners in developing visually appealing marketing materials Tactic 4: Host familiarization tours to showcase experiences in Plover area with aligned publications or media partners

continued staff and board development Goal 1: Ensure all staff and Board members apprised of tourism trends Tactic 1: Join relevant organizations Tactic 2: Subscribe to relevant newsletters and publications Tactic 3: Attend webinars, conferences, meetings, etc. where tourismrelated information is main discussion topic Tactic 4: Encourage information sharing among internal and external stakeholders

Goal 2: make educated decisions affecting tourism industry Tactic 1: Utilize data and available studies to drive decisions Tactic 2: Consult expert sources when data is inconclusive to help guide decisions