FY26 Sales & Marketing Plan

SALES & MARKETING PLAN 2025-2026

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TABLE OF CONTENTS

Table of Contents SECTION 1 Executive Summary Who We Are

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SECTION 2: MARKETING Overall Marketing Strategy Strategic Priorities & Focus Areas Target Audiences Paid Advertising Website Optimization Media Relations Email Marketing Social Media Partner Engagement

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SECTION 3: SALES Overall Sales Strategy Strategic Priorities & Focus Areas Direct Sales and Market Expansion Convention and Sports Goals Community and Local Business Resources Hosting and Familiarization Tours Technology and Digital Tours Amateur Sports and Special Events Development Maximizing Venue and Facility Utilization Client Services and Hospitality Support Sales Advertising + Digital Engagement Tradeshows

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Section 1:

Destination Overview 4

Destination Overview

Executive SUMMARY Winston-Salem is a city that invites exploration – where history meets innovation and creativity lives around every corner. The 2025-26 Visit WinstonSalem Sales and Marketing Plan builds on that spirit, outlining a focused and collaborative strategy to attract overnight visitors, strengthen partnerships and grow economic impact in the leisure and meetings markets.

This year’s plan amplifies what we do best: telling Winston-Salem’s story in ways that resonate with travelers.

Through layered advertising campaigns, digital content, media relations, and social media engagement, we’re inspiring travelers to discover the city’s rich experiences. At the same time, we’re expanding our reach to younger people and families through targeted digital strategies and influencer-driven content.

Group sales efforts remain grounded in relationship-building and community alignment. From hosting decision-makers on site visits to promoting incentive programs, we are making the case for Winston-Salem as a genuine and

welcoming destination for conventions, sporting events and group tours.

The sales team is also leveraging the strength of the community by tapping into local institutions and industry sectors to identify new opportunities.

Programs like the Hometown Hero referral campaign and the Twice as Nice Rewards offer meaningful ways to bring conventions, group tours, and sports events to the community — and to keep them coming back. Venues, from the Benton Convention Center to upgraded sports facilities like JDL Fast Track and Ivey Redmon Sports Complex, are well positioned to meet the needs of groups of all types and sizes.

At the heart, this plan is about momentum, refining what’s working, investing in what’s next and ensuring that the story of Winston-Salem continues to reach the right audience, at the right time, in ways that convince travelers and meeting planners to choose WinstonSalem/Forsyth County.

Let’s Connect!

There are lots of ways to learn what’s new in Winston-Salem.

If you are in the neighborhood, come see us at 200 Brookstown Avenue, or visit us at VisitWinstonSalem.com. @VisitWinstonSalem

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DESTINATION OVERVIEW

Who We Are Visit Winston-Salem is the official tourism sales and marketing agency for Winston-Salem/Forsyth County, charged with developing and implementing sales and marketing initiatives that attract overnight visitors to Forsyth County – generating sales for local businesses, tax revenue and jobs.

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Section 2:

Marketing 7

MARKETING

Overall

MARKETING INSPIRE, ENGAGE, AND CONVERT STRATEGY: TRAVELERS TO CHOOSE WINSTON-SALEM Visit Winston-Salem's FY26 marketing strategies are designed to inspire curiosity, engage audiences, and convert interest into visits by showcasing Winston-Salem's distinctive blend of Southern hospitality and remarkable experiences. Strategies aim to connect with travelers seeking meaningful getaways.

The leisure marketing plan targets travelers in regional drive markets through year-round campaigns, seasonal campaigns, immersive storytelling, and datadriven insights to spark visitor interest.

Key tactics include digital advertising, SEO-optimized web content, social media, email marketing, and media relations—all working in tandem to attract overnight visitors.

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Visit Winston-Salem’s marketing strategy for the upcoming fiscal year is built around three core pillars that align with consumer travel behavior and industry trends: 1. Destination Inspiration Position Winston-Salem as a must-visit destination by amplifying its distinct blend of destination assets.

2. Audience Engagement Foster deeper engagement with potential travelers by delivering quality, immersive, and interactive content across all marketing channels.

3. Conversion Optimization Leverage data-driven insights to turn inspiration into action — driving website traffic, increasing visitor guide requests, growing email subscriptions, and ultimately attracting overnight guests.

Marketing STRATEGIC PRIORITIES & FOCUS AREAS Regional Drive Market Focus

Data-Driven Decision Making

Prioritize marketing efforts in high-yield drive markets where Winston-Salem is a convenient getaway.

Continuously analyze campaign performance and traveler behavior to refine messaging and maximize ROI.

Seasonal & Event-Based Campaigns

Seamless, Integrated Marketing

Align marketing pushes with signature festivals and events, exhibitions and niche interest audiences.

Ensure consistency across digital, media relations, social media, email marketing, and partner initiatives to create a cohesive visitor journey.

TARGET AUDIENCES PRIMARY Winston-Salem’s primary audience consists of travelers without children, with a strong base of visitors over the age of 35. This audience, largely married and traveling without children, aligns well with the experience Winston-Salem offers. At the same time, efforts including targeting younger adults aged 25-44, who increasingly seek authentic, experience-driven travel. While the focus remains on adults traveling without children, families are also engaged through niche campaigns, targeted social media initiatives and national publicity.

OTHER TARGET AUDIENCES INCLUDE College families, outdoor travelers, friend’s getaway travelers, sports, music, event attendees, couple’s getaway travelers, history buff travelers, foodie travelers, and arts & culture travelers.

GEOGRAPHIC METRO MARKETS Washington, DC Roanoke, VA All of North Carolina Greenville, SC Atlanta, GA

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MARKETING

Marketing

STRATEGIES AND GOALS 1️. PAID ADVERTISING CORE STRATEGY Building on the strength of an established campaign foundation, we will advance a multi-platform advertising strategy that sustains year-round brand visibility while strategically layering seasonal activations. This approach ensures continued engagement with core audiences and offers timely, compelling reasons for travelers to plan visits to Winston-Salem across all seasons.

▪ Implement a multiplatform advertising strategy that includes digital and retargeting, YouTube, social media, CTV, print, e-newsletters and SEM to target visitors in regional drive markets including Charlotte, Raleigh, Greensboro, Raleigh, Roanoke, Washington DC, Greenville SC, and Atlanta.

▪ Launch seasonal campaigns (Spring/Summer, Fall and Holiday) that overlay an always on campaign to give visitors additional reasons to visit and add urgency.

▪ Maximize the media buy by amplifying attraction partners' visibility through a strategic co-op advertising program.

JULY 2025 - JUNE 2026

MEASUREMENTS & SUCCESS METRICS ▪ Increase paid media impressions (+10% YoY) ▪ Advertising-related website user sessions (+5% YoY)

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Marketing 2. WEBSITE OPTIMIZATION CORE STRATEGY Position the Visit Winston-Salem website as the primary inspiration and trip-planning tool by delivering compelling content, user-friendly navigation, and enhanced interactive features that guide visitors from interest to action.

▪ Improve additional SEO-rich landing pages that align with high-intent search terms.

▪ Optimize the user journey for increased conversions (trip planning, bookings, newsletter sign-ups, visitor guide requests).

▪ Enhance interactive tools for trip planning such as maps, curated itineraries and fine tune filters to enhance the user’s experience and journey.

▪ Continue to add blog content that deepens traveler engagement in the website.

▪ Leverage data insights to refine content and improve engagement.

MEASUREMENTS & SUCCESS METRICS ▪ Increase organic website traffic through improved SEO strategies (+15% YoY)

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MARKETING

3. MEDIA RELATIONS CORE STRATEGY Leverage earned media, influencer partnerships, and targeted press events to position Winston-Salem as a must-visit destination by securing credible third-party endorsements that inspire travelers and drive overnight visitation.

▪ Secure national and regional earned media placements to expand reach and build trust.

▪ Expand local and regional influencer and content creator partnerships to drive authentic storytelling.

▪ Host targeted media events and press trips to reinforce Winston-Salem’s unique offerings.

▪ Collaborate with local and regional media on stories and broadcast interviews.

MEASUREMENTS & SUCCESS METRICS ▪ PR impressions (291,000,000)

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Marketing 4. EMAIL MARKETING CORE STRATEGY Leverage email marketing as a powerful tool to inspire potential visitors and encourage repeat visitation by delivering relevant, engaging content directly to a consumer’s inbox.

▪ Distribute monthly leisure e-newsletter that highlights event roundups and inspirational content.

▪ Develop targeted email journeys for new subscribers and visitor guide requesters.

▪ Feature user-generated content (i.e. visitor photos and influencer recaps to add authenticity and social proof).

MEASUREMENTS & SUCCESS METRICS ▪ Increase e-newsletter database (+10% YoY)

5. SOCIAL MEDIA CORE STRATEGY Position Visit Winston-Salem’s social media presence as a powerful platform for storytelling, engagement, and conversion by leveraging immersive content, audience interaction, and strategic paid campaigns.

▪ Elevate visual storytelling with more video, behind-the-scenes content, and user generated content.

▪ Increase audience interaction through social-first campaigns, challenges, and polls.

▪ Use paid and organic social strategies to drive website traffic and conversions.

▪ Produce short-form videos showcasing hidden gems, local personalities, and behind-the-scenes content.

▪ Encourage user-generated content through social promotions and giveaways.

▪ Establish relationships and partnerships with launch of a social media influencer event.

▪ Establish a partnership with social media content creators that produce regular content that support one of the five pillars.

MEASUREMENTS & SUCCESS METRICS ▪ Increase followers (+10% YoY) ▪ Increase impressions (+10% YoY)

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MARKETING

6. PARTNER ENGAGEMENT CORE STRATEGY To build stronger partnerships with Winston-Salem’s tourism stakeholders by providing resources, marketing support, and networking opportunities that enhance their visibility, elevate marketing initiatives, and expand Winston-Salem’s overall reach and brand awareness.

▪ Offer affordable buy-in opportunities for partners to participate in paid advertising opportunities.

▪ Host a series of partner engagement events throughout the year, including a Summer Social, Holiday Social, Winter Educational Workshops, and the Annual Tourism Meeting.

▪ Represent Visit Winston-Salem at local and regional community events by hosting display tables, distributing promotional materials, and educating attendees on the impact and importance of tourism to the local economy.

MEASUREMENTS & SUCCESS METRICS ▪ Greater partner collaboration and event attendance

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Section 3:

Sales 15

SALES

Overall

SALES CUSTOMIZE, AND CONVERT TO STRATEGY: CONNECT, GROW GROUP BUSINESS IN WINSTON-SALEM Visit Winston-Salem’s sales strategy is built on strong relationship management, experiential engagement, and the strategic marketing of community assets.

By combining direct outreach, client events, site visits, digital marketing, and local partnerships, the sales team aims to attract and secure new, repeat, and incremental business for conventions, meetings, sporting events, and group tours. Enhanced digital tools, updated website content, targeted email marketing, and expanded visibility on industry platforms further support efforts to position WinstonSalem as an appealing group destination.

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Visit Winston-Salem’s sales strategy for the upcoming fiscal year is built around three core pillars that atract meetings, sports, and group travel trends: 1. Relationship Management Foster existing relationships with current clients, as well as developing new relationships with decision makers to secure new, incremental business.

2. Experiential Engagement Support trade shows, client

events and in-market FAM tours, site visits, and industry events to showcase the destination with the goal of encouraging repeat booking, visitation and creating brand ambassadors.

3. Leverage Community Assets to Secure New Business Grow collaboration with partners through Twice as Nice Rewards program and Hometown Hero Referral program. Promote new and enhanced product.

Sales STRATEGIC PRIORITIES & FOCUS AREAS Regional and National Market Focus Prioritize drive markets and regional business while actively pursuing national association, corporate, sports, and faithbased opportunities.

Experiential Site Visits and Familiarization Tours Host decision-makers and influencers to experience Winston-Salem firsthand, reinforcing its appeal as a meetings, sports, and group tour destination.

Technology-Enabled Sales

Simpleview CRM, Sendsites, PlayEasy, and Cvent to expand reach, personalize proposals, and track performance.

Community and Partner Collaboration Strengthen local partnerships with universities, attractions, city/county facilities, and the business community to expand group sales opportunities.

Incentive and Loyalty Programs Promote Twice as Nice Rewards and customized offerings to encourage multiyear bookings and repeat business.

Maximize platforms including Act-On,

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SALES

Sales

STRATEGIES AND GOALS 1️. DIRECT SALES AND MARKET EXPANSION CORE STRATEGY Visit Winston-Salem’s sales efforts will focus on strategically selling the destination as a premier site for conventions, meetings, amateur sports, and group tours. Through a combination of targeted outreach, tradeshow participation, relationship building with third-party planners, and customized communication strategies, the sales team will drive new, repeat, and incremental business opportunities for Winston-Salem.

▪ Focus sales efforts on strong drive-in markets including association (state and regional), sports, and faith-based groups.

▪ Continue pursuing national and regional group markets, corporate meetings, and motorcoach business.

▪ Target third-party planners such as HelmsBriscoe, Conference Direct, and independent planners by hosting Lunch & Learn events in metro Atlanta and Washington, DC, and participating in industry tradeshows (see Program of Work Timeline).

▪ Conduct sales calls and presentations with targeted associations, corporate, and SMERF planners in Charlotte, Raleigh, Atlanta, Washington, DC, and Baltimore.

▪ Implement a series of customized email messages by market segment to communicate updates and support tradeshows, sales calls, and sales missions.

▪ Participate strategically in targeted industry tradeshows and events to generate leads and grow brand visibility.

▪ Promote the Twice as Nice Rewards program with hotel partners to offer customized amenities and authentic experiences that help secure new group business and encourage multi-year bookings.

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Sales

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SALES

2. COMMUNITY AND LOCAL BUSINESS RESOURCES CORE STRATEGY Visit Winston-Salem will proactively leverage relationships with local universities, corporations, and community leaders to uncover new opportunities for conventions, group meetings, and sports events. Through referral initiatives, targeted partnerships, and expanded collaboration with the academic, life sciences, and business sectors, the sales team will build a stronger local pipeline for group business.

▪ Collaborate with Greater Winston-Salem, Inc., Innovation Quarter, and Wake Forest University to identify medical, biotech, regenerative medicine, and corporate meeting opportunities.

▪ Relaunch the Hometown Referral Campaign to encourage local organizations and businesses to bring their meetings and events to Winston-Salem, supported by social media, partnerships, and outreach.

▪ Engage local colleges and universities to identify association, educational, and corporate business opportunities for meetings and conferences.

▪ Host the Growing Our Alliance and Leaders in Sports (GOALS) group, leveraging local sports expertise to identify new event opportunities and sponsorships.

▪ Partner with local attractions, retailers, and restaurants to highlight amenities and enhance the group tour experience.

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Sales 3. HOSTING AND FAMILIARIZATION TOURS CORE STRATEGY Visit Winston-Salem will focus on bringing decision-makers and influencers to the destination to experience firsthand its dynamic offerings. By hosting strategic site visits, familiarization tours, and industry meetings, the sales team will deepen relationships, showcase Winston-Salem’s assets, and significantly increase the likelihood of securing future bookings.

▪ Host the North Carolina and Virginia Motorcoach Association Regional Meeting to showcase Winston-Salem’s arts, culture, attractions, and group amenities.

▪ Partner with HelmsBriscoe Mid-Atlantic and Arrowhead Meetings & Events (faithbased planners) to host team meetings and destination site tours.

▪ Produce recurring familiarization tours targeting association and corporate meeting professionals to drive future conventions, meeting, and group tour bookings.

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SALES

4. TECHNOLOGY AND DIGITAL TOOLS TO DRIVE SALES CORE STRATEGY Visit Winston-Salem will utilize advanced technology platforms and digital tools to strengthen sales efforts, enhance lead generation, streamline proposal delivery, and better showcase Winston-Salem’s offerings to meeting planners, sports organizers, and group tour operators.

▪ Deploy quarterly convention email automated campaigns using Act-On and Simpleview CRM to provide targeted updates to national and regional meeting professionals.

▪ Collaborate with hotel partners to promote “hot dates” paired with Twice as Nice Rewards through targeted email campaigns, offering competitive incentives to secure bookings.

▪ Use Sendsites to deliver dynamic electronic proposals incorporating destination videos, venue highlights, and customized partner offerings.

▪ Produce customized destination videos by market segment for use in Sendsites, LinkedIn, and the Visit Winston-Salem website.

▪ Maximize lead generation by utilizing Destinations International MINT+ system to identify new opportunities.

▪ Offer 360-degree virtual tours to help decision-makers visualize their events in Winston-Salem.

▪ Provide meeting planners with expert housing assistance using MeetingMax software for online room block management.

▪ Expand Winston-Salem’s presence and visibility on PlayEasy (sports market) and Cvent (meetings and conventions market).

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Sales 5. AMATEUR SPORTS AND SPECIAL EVENTS DEVELOPMENT CORE STRATEGY Visit Winston-Salem will aggressively pursue amateur sports, special events, and non-traditional sports markets to expand sports tourism. By targeting high-ROI sports categories, enhancing digital presence, and leveraging local partnerships, the sales team will grow Winston-Salem’s reputation as a premier destination for athletic competitions.

▪ Focus on personal sales calls, client events, and a targeted sales trip to Colorado Springs to meet with national sports decision-makers.

▪ Pursue proven sports markets such as basketball, dance/cheer, tennis, soccer, and track & field through participation in key industry tradeshows.

▪ Expand Visit Winston-Salem’s sports presence through enhanced website content, facility listings, and short-form video content.

▪ Collaborate with Wake Forest University, Winston-Salem State University and Salem College to pursue collegiate sports opportunities.

▪ Promote new and upgraded sports facilities, including JDL Fast Track (banked track), Ivey Redmon Sports Complex (Kernersville Recreation Center), and Tanglewood Park (golf clubhouse) to secure new business.

▪ Partner with Forsyth County, Kernersville, and Winston-Salem Parks and Recreation departments to grow sports tourism by promoting visitor demand generators such as Tanglewood Park, Hanes Park, and Ivey Redmon Sports Complex.

▪ Continue to pursue sports-related meetings and events that position Winston-Salem as a successful amateur sports site.

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SALES

6. MAXIMIZING VENUE AND FACILITY UTILIZATION CORE STRATEGY Visit Winston-Salem will maximize opportunities to attract group business by promoting the flexibility, convenience, and capabilities of key event venues, including the Benton Convention Center, Lawrence Joel Veterans Memorial Coliseum, WinstonSalem Fairgrounds, and outdoor facilities like Bailey Park and Tanglewood Park.

▪ Promote Winston-Salem’s favorable hotel room-to-meeting space ratio and highlight outdoor venues such as Innovation Quarter’s Bailey Park for flexible event designs.

▪ Engage in cooperative advertising, sales missions, and tradeshows to spotlight convention and sports facilities to meeting and event planners.

▪ Collaborate with the Marriott and City of Winston-Salem to market the Benton Convention Center to regional and national meeting planners.

▪ Partner with the City of Winston-Salem to market the Winston-Salem Fairgrounds, Annex, and other city-owned venues for events and conventions.

▪ Work with Forsyth County to promote Tanglewood Park and other outdoor event venues to attract sporting events, meetings, and group activities.

▪ Position Winston-Salem’s sports and convention venues as flexible, accessible options for a wide range of groups, from corporate meetings to amateur sports championships.

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Sales

7. CLIENT SERVICES AND HOSPITALITY SUPPORT CORE STRATEGY Visit Winston-Salem is committed to delivering exceptional service and support to all conventions, meetings, sports events, reunions, festivals, and group tours. By providing customized solutions, on-site hospitality, and visitor resources, the sales team will enhance the overall event experience and reinforce Winston-Salem’s reputation as a welcoming and successful host destination.

▪ Collaborate with meeting planners to develop marketing support plans that drive attendance and participation for upcoming events.

▪ Offer creative, customized program solutions that incorporate authentic WinstonSalem experiences to enhance group events.

▪ Promote off-site activities, entertainment options, and local speakers to create dynamic and memorable event programs.

▪ Provide visitor information desks at event venues and/or headquarter hotels to assist attendees with directions, questions, and local recommendations.

▪ Distribute visitor guides, maps, dining guides, and attraction brochures to enhance the visitor experience.

▪ Participate in Local Organizing Committees (LOC) for major sporting events to provide planning support and hospitality services, including the 2026 NCAA DI Regional Men’s Golf Championship and the NCAA DII Cross Country Championship.

SALES

8. SALES ADVERTISING AND DIGITAL ENGAGEMENT CORE STRATEGY Visit Winston-Salem will implement a performance-based advertising strategy targeting meetings, groups, and sports, leveraging data-driven tactics throughout the customer journey to position the city as a premier destination. Enhanced digital engagement through email, website improvements, and LinkedIn will be implemented to build relationships, support event success, and drive RFP submissions.

▪ Launch a paid advertising campaign for meetings, group tours, and sports.

▪ Implement full-funnel advertising tactics to raise awareness and encourage RFP submissions.

▪ Launch email marketing by integrating the CRM data to target pre-, during and post-event.

▪ Expand LinkedIn strategy to position Winston-Salem sales team as experts and the destination as a potential host site.

▪ Redesign the meetings section of the website to improve SEO, user experience, and lead generation.

▪ Build a comprehensive photo and video asset library to support campaigns, sales collateral and post-event engagement.

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Sales

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@VISITWINSTONSALEM | #VISITWS EXPLORE WINSTON-SALEM | VISITWINSTONSALEM.COM CALL US | (336) 728-4200