2018 Destination Marketing, Sales & Services Plan

Transcription

1 2018 Destination Marketing, Sales & Services Plan 1901 S Oneida Street, Green Bay, WI info@greenbay.com Plan Outline

2 Three Year Strategic Destination Direction. Destination and DMO 2025 Visions DMO Mission, Strategic Focus and Goals Current Tourism Situation. National and State of Wisconsin Travel Trends and Implications Destination Challenges and Priority Initiatives Critical Factors for Continued Greater Green Bay Tourism Growth and DMO Success Destination Marketing, Sales and Services. Goal Target Markets Marketing Communications Support Action Plan Agriculture Association, Corporate, Government, Religious & SMERF Meetings Tribal/Native American Sports Events Group Tours Outdoor Recreation Leisure Travel Arts and Cultural Heritage Leisure Travel Culinary Leisure Travel Leisure Travel Green Bay Packers Fans Visiting Friends and Relatives and Pass-Thru Travel Action Plan Destination Development. Goal Target Projects Development Action Plan DMO Community Relations. Goal Target Audiences Community Relations Action Plan

3 DMO Finance and Administration. Goal Target Audiences Funding/Administration Action Plan 2018 DMO Budget Allocation.

4 Three Year Strategic Destination Direction The enclosed 2018 Destination Marketing, Sales & Services Plan for Greater Green Bay is aligned to the strategic direction and priority initiatives identified in the Greater Green Bay Strategic Destination Plan with advice received from more than 75 community/visitor industry leaders and Greater Green Bay CVB board, management and staff. This plan details the annual program of work based on the agreed-to destination and destination marketing organization (DMO) visions, mission and long-term goals. A summary of the agreed-to strategic direction follows. Destination and DMO 2025 Visions Greater Green Bay, with its legendary professional football team and unique waterfront communities, is a year-round and family friendly visitor destination offering diverse entertainment areas and attractions centered on conventions, sports and special events, arts and cultural heritage and recreational travel. The Greater Green Bay Convention & Visitors Bureau is the recognized destination leader in the development and marketing of the Greater Green Bay brand. DMO Mission and Strategic Goals The Greater Green Bay Convention & Visitors Bureau is the regional destination marketing organization committed to improving the visitor experience and increasing the economic impact of tourism to its communities in order to enhance the quality of life for all residents. Destination Marketing, Sales and Services To market, promote and service the Greater Green Bay destination and partners through strategies enhancing the awareness and conversion in all targeted markets. Destination Development To be a supporter and facilitator of industry and infrastructure product for the proper development of the destination experience. DMO Community Relations To communicate the benefits of tourism and the value of the Greater Green Bay CVB to community stakeholders. DMO Finance and Administration

5 To be a financially viable, accountable and partner-based organization with a professional staff. Current Tourism Situation Various economic and travel trends will affect the marketing direction and performance of the Greater Green Bay CVB. Thirteen major national and state travel trends have been identified with implications for Greater Green Bay destination marketing and sales strategies and programs. From the strategic destination planning undertaken, six key prioritized challenges have also been determined along with 17 priority initiatives to be enacted over three years. National and State of Wisconsin Travel Trends and Implications Trend 1. More resourceful and sophisticated leisure traveler leisure travel expected to grow 2.0% in Shared Economy (Lodging Marketplaces) has become a major change agent in how people travel 3. WACVB and Wisconsin Department of Tourism Development now working collaboratively in sports and meetings/convention markets 4. Enhanced experience-based leisure travel with top focus on VFR and family trips 5. Increased use of integrated content and social media as a trusted information Implications Increased amount of web-driven decision makers mobile being used more regularly must be mobile friendly Further decisions based on discounts and value-added benefits AirBNB, VRBO, HomeAway, etc. have become major players in overnight accommodations creating safety and room tax issues Wisconsin now requires that all homes follow state law and local ordinances, including inspections and paying taxes Continuing to grow into new areas such as food services, special experiences, guide services, etc. Additional marketing increasing the awareness of Wisconsin as a destination Increasing competition from cities throughout Wisconsin that were not previously in these markets New opportunities to partner and collaborate Highlighting of family and peer group vacation activities More emphasis on emotionally-laden experiential travel stories Social media is a major travel influencer of vacation choices

6 Trend source, high level of trust in information from local tourism office Implications Large social media presence on destination websites 6. Video is becoming a preferred social communication tool 7. Stronger participation in outdoor activities (river/lake, camping, hiking, biking, etc.) 8. International travel is expected to slow (1.9%) after strong growth the past few years the Trump Slump is expected to see declines in growth of US Travel from Europe, Mexico and Canada 9. More attention to mobile smart phone marketing Many social media site algorithms prefer video content and profiles that make use of video will rank higher and reach a larger audience High visual content that has a high emotional impact while telling the community story is more effective New outdoor story opportunities development adventure park, trail system, etc. Increased outdoor recreation and adventure travel promotions Build off from Wisconsin Department of Tourism Development and Great Lakes sales and marketing efforts Partner with Oneida Nation, Green Bay Packers and Door County Increased amount of mobile-driven decision makers More travel information received and/or booked through mobile devices 10. Business travel to grow 1.1% in 2018 Continue to promote and service both meetings and individual corporate business travel with hotel partners 11. Increased marketing partnership with Wisconsin Department of Tourism 12. Stabilized gasoline prices, aging population and Wisconsin destination appeal Opportunity to meet the needs of the combined business-leisure travel market Take advantage of the State s partnership/sponsorship with the Packers and support of WI golf (LPGA) Ongoing visitor-friendly, linked and accountable destination website development Further marketing in-state and to adjacent states/origin city markets Baby Boomer and identified age cohort higher discretionary income marketing focus

7 Trend Implications 13. Weaponization of travel Need to be prepared to react to attempts to ban travel due to news or business-related activities beyond travel industries control Maintain adequate reserve cash to provide flexibility to support marketing campaigns to counteract negative attention. Sources: 2017 Portrait of American Travelers, Destination Analysts Inc. July 2017 The State of the American Traveler, US Travel Forecast, Destinations International and Wisconsin Department of Tourism various research reports. Destination Challenges 1. To design marketing strategies that embrace new technologies that reach out to specific target markets using the budget available. 2. To educate the general public, local leaders and state officials about the importance of tourism. 3. To determine the best way to work with the shared economy (AirBNB, UBER, etc.) 4. To agree on a consistent Greater Green Bay community/destination brand. 5. To decide how the DMO participates in and supports new visitor product development. 6. To determine the funding sources and raise the needed funds to build the community an official Greater Green Bay visitor center. 7. To continue to find additional and stable funding sources for DMO activities.

8 Key Initiatives Destination Marketing, Sales and Services Continued investment in website, social media and database marketing programming Execution of a targeted destination marketing and sales plan Agreement on a consistent community/destination and allied DMO brand identity, positioning and messaging using new development (Titletown District, Uptown District, etc.) Local convention leads programming expansion Development of new meetings and sports websites Implementation of a multiyear visitor market research program DMO Community Relations Increased local media tourism programming Proactive stakeholders communications plan Tourism Talk DMO annual report Destination Development Tourism product development master plan setup Well-located Greater Green Bay Visitor Center development Secure funding for Greater Green Bay Visitor Center Grow Greater Green Bay branded Tourism Insider Program (sales and service training program) Work with Attractions to develop Experiences * Develop Group Market website content* DMO Finance and Administration Funding alternatives strategy development DMO performance measurement scorecard compilation DMO international accreditation compliance Not-for-profit 501(c)3 organization Completed In Process Not Completed * Added Imitative

9 2018 Destination Marketing, Sales & Services Plan 1 Critical Factors for Greater Green Bay Tourism and DMO Continued Success Strong and engaged Board of Directors and executive leadership Creative and entrepreneurial professional staff Focus on targeted convention/meeting business, including KI Convention Center expansion & renovated Radisson Conference Center space Focus on sports event market Focus on marketing technology capabilities (digital, social, targeted) Focus on specialized niche leisure markets Development of state-of-the-art visitor education center Communications with tourism partners and other stakeholders Strong relationship with the Wisconsin Department of Tourism Adherence to achievable and accountable DMO program returns and reporting Full implementation of an agreed-to strategic destination plan Diversified destination marketing funding options Development of cruise ship visits Destination Marketing and Sales The annual focus of the Greater Green Bay CVB in this strategic goal attainment is to drive more visitors to Greater Green Bay and partnering communities through an overall destination marketing communications support effort and a twelve target market strategy approach. The key marketing support and targeted sales/services strategies with action plans follow. Goal To increase the awareness of the Greater Green Bay visitor experience by target market through effective sales and marketing strategies. Target Markets Agriculture Association, Corporate, Government, Religious & SMERF Meetings/Conventions International Sports Events

10 2018 Destination Marketing, Sales & Services Plan 2 Tribal/Native American Group Tours Outdoor Recreation Leisure Travel Golf Enthusiasts Arts and Cultural Heritage Leisure Travel Culinary Leisure Travel Leisure Travel Green Bay Packers Fans Visiting Friends and Relatives and Pass-Thru Leisure Travel Marketing Communications Support The specific activity support to the overall Greater Green Bay destination marketing effort is detailed as follows. Marketing Communications Support Action Plan Action Plan Implementation of annual destination marketing, sales and services plan Execution of target market/audience strategies and action plans Development of online special interest/niche travel itineraries Implementation of integrated promotional campaigns to top drive-in markets Utilization of destination/greater Green Bay brand platform including key messaging 2018 Q1 Q2 Q3 Q4 Ongoing promotional collateral user needs assessment Market destination website with social media and online tools Effective use of opt-in electronic newsletters for all marketing channels Continued targeted database development and related e- communications using idss software - Cyclone

11 2018 Destination Marketing, Sales & Services Plan 3 Development of effective visitor guide and map as marketing, sales and services collateral piece Grow distribution routes for Visitor Guide in Wisconsin and N. Illinois Continue to develop and grow a successful travel journalist strategy that generates earned media to market Greater Green Bay brand Use Discover Wisconsin partnership to market through all available DW channels Market Calendar of Events through all channels Measurable Objectives Promotional/advertising inquiry response rates Website statistical analysis Increased social media numbers database reaches 130,000 leisure traveler contacts Earned media article and advertising equivalent totals

12 2018 Destination Marketing, Sales & Services Plan 4 Agriculture Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Brown County and Kewaunee County have dairy farms that are available for touring Brown County and Kewaunee County have wineries/vineyards that are available for touring Area cheese factories and stores provide an excellent product and can also provide an educational component for tour groups, travel writers and individual travelers Many restaurants now offer farm-to-table experiences Messaging Wisconsin is branded as America s Dairyland or the Dairy State and has a longstanding image as a dairy producing state Greater Green Bay can provide several experiential opportunities Proximity to town centers makes it easy to enjoy both rural agriculture and city amenities Oneida Nation Buffalo and Tsyunhehkw Certified Organic Farm Great products ( award-winning wines and cheese, etc.) Farmers Markets feature many locally grown products The Cannery offers Public Market and farm-to-table educational and dining opportunity 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Activities Agritourism itinerary for the motorcoach tour market Use social media tools to promote farmers markets, farm-to-table opportunities Sales Activities

13 2018 Destination Marketing, Sales & Services Plan 5 Telemarketing and direct sales to convention and group travel markets Membership in Circle Wisconsin Membership in Wisconsin Agricultural Tourism Association Membership in MPI and ASAE Develop new tradeshow material and attend show(s) attended by agricultural market planners Promote opportunities to agritourism group leaders at the 2018 BiG Conference and Agritourism Summit Evaluate potential agritourism tradeshows Services Activities Provide all CVB services as outlined in the CVB Services Directory Measurable Objectives Included in total leads and potential leads goals Included in total event services goals

14 2018 Destination Marketing, Sales & Services Plan 6 Association, Corporate, Government, Religious & SMERF Meetings The Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning KI Convention Center provides first-class, convention and meeting space Addition of four star hotel accommodations opens new opportunities Development of new Titletown District Bellin Health Sports Medicine & Orthopedics Clinic opens opportunities to pursue new markets in sports medicine Unique meeting venues such as Lambeau Field, National Railroad Museum, Green Bay Botanical Gardens, Automobile Gallery, etc. National headquarters for a number of companies. Greater Green Bay Chamber partnership provides opportunities to backyard market to local businesses and to work with economic development professionals to pursue new markets St. Norbert Abbey, St. Francis Xavier Cathedral and National Shrine of Our Lady of Good Help Medical community is a major sector of local economy four major hospitals and Veterans Administration Clinic Medical College of Wisconsin and Bellin College Several higher learning institutions including the University of Wisconsin Green Bay, St. Norbert College and Northeast Wisconsin Technical College Located near two maritime museums and four shipbuilders Airport accessibility for attendees and speakers Easy highway access for attendees and speakers after completion of I-41 construction project Strong community name recognition Hotel variety (a number offer government rates) Messaging Convention center has riverfront and city views

15 2018 Destination Marketing, Sales & Services Plan 7 Connected overflow hotels variety of lodging options within walking distance of the KI Convention Center Unique meeting venues, including Resch Center for large group events, including development of new exhibition center Additional four-star property being developed Hotel Northland Considerable new development at attractions and venues throughout Greater Green Bay Due to Green Bay Packers, known destination that is desirable and will help to drive attendance at event Supportive and accessible local government Only Vatican-designated Marian Shrine in the United States now recognized as a National Shrine Home to four major hospitals, a veterans administration clinic and several medical schools Hub for higher education with several colleges and nearly 50,000 students Tremendous maritime history with museums and shipbuilding great place for military reunions Affordable and safe, easy parking Easily accessible via Green Bay International Airport and outstanding interstate highway system CVB offers complimentary services Variety of extra-curricular activities available in area 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Targeted online advertising for meetingreenbay.com Social media targeted ads to planners Targeted print advertising Direct mail niche markets

16 2018 Destination Marketing, Sales & Services Plan 8 Meeting planner e-newsletter Market KI Convention Center website WSAE Sponsorship Maintain relationships with meetings publication editors and writers Sales Research, develop and distribute convention and meetings leads to hotels and meetings venues Tradeshows Helms Brisco ABC Conference, Connect Marketplace, PCMA, Small Market Meetings, IMEX, IBTM, Connect Faith, Destination Showcase, ASAE, Military Reunion Tradeshow, Holiday Showcase Tradeshow sponsorships partner with the Wisconsin Department of Tourism WACVB Develop cross-promotional partnership with the South Bend, Indiana CVB and hold an promotional event Partner with PMI to pursue large religious conferences/events for Resch Center or the Brown County Arena Develop relationships with third-party meeting planners by attending Helms Briscoe conference and Connect Sales calls Madison, Milwaukee and Chicago Sponsor and attend Association Forum Chicago events to gain visibility and develop a rapport with Chicago planners Maintain and participate in industry related memberships: Circle Wisconsin, MPI, WSAE, Helms Brisco, CVENT, MPI Chicago, Small Market Meetings, Association Forum Research, develop and distribute group tour leads to hotels, attractions and restaurants Partner and work with attractions and DMOs located on the Wisconsin Religious Trail to develop itineraries and marketing messages Services Provide all CVB services as outlined in the CVB Convention Services Directory

17 2018 Destination Marketing, Sales & Services Plan 9 Provide CVB Services to group tour planners to aid in booking tour groups into the Greater Green Bay market Brochure Distribution Measurable Objectives Click through rate on all web ads and e-newsletters Stories written about the Green Bay meetings products and services Total leads generated and potential room nights Total event services provided

18 2018 Destination Marketing, Sales & Services Plan 10 International Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Oneida Nation - tribe with long-standing history and a great tourism product Green Bay Packers provide international recognition as a destination Wisconsin is positioned between two international gateway airports (Chicago and Minneapolis/Saint Paul) Great Lakes region is internationally recognized by travel professionals and travelers Messaging Native American cultural and heritage that can be experienced by visitors Home of Green Bay Packers and Lambeau Field with numerous area attractions that can be enjoyed by visitors Easily accessible through Midwestern gateway airports Friendly people of the Midwest heart of America 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Advertise with the Wisconsin Department of Tourism in the Brand USA publication, Inspiration Guide Market Greater Green Bay with a City page on Discover America s international website through co-op with the Wisconsin Department of Tourism Participate in FAM Tour opportunities offered by the Wisconsin Department of Tourism and/or Great Lakes USA Interact with international market through social media (i.e. UK Packers Fans, etc.) Work with international journalists to generate stories on Greater Green Bay in international publications

19 2018 Destination Marketing, Sales & Services Plan 11 Sales Attend IMEX tradeshow (incentive, meetings, events and exhibitions) Attend IPW convention (International PowWow) Attend Holiday Showcase co-op with the Radisson Create international sales materials for tradeshows Services Provide all CVB services as outlined in the CVB Services Directory in international meetings, events and exhibitions Provide CVB services to receptive tour operators as well as international tour operators Measurable Objectives Stories written by journalists Leads sent to members Room nights generated by receptive operators

20 2018 Destination Marketing, Sales & Services Plan 12 Sports Events Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Strong sports-friendly image of community by sports event planners throughout the United States and world-wide recognition of Green Bay brand of Packers Great local organizers and facilities Seven park and recreation departments in metro area Availability of college and high school athletic fields, floors and facilities Availability of quality ice sheets including an Olympic sized ice sheet Olympic training center for US Curling Green Bay Metro Boat Launch Quality fisheries Green Bay Brown County Professional Football Stadium District support Wisconsin Department of Tourism Ready, Set, Go! Grants Development of new exhibition center will provide opportunities for indoor sports events that our market could not accommodate previously Messaging Sports group - friendly hotels (understand how elimination tournaments work) High quality facilities with great local organizers Airport accessibility for athletes, families and fans Easy highway access for athletes, families and fans Big fish in a little pond Affordable Due to Green Bay Packers, known destination that is desirable and will help to drive attendance at event

21 2018 Destination Marketing, Sales & Services Plan 13 Have hosted very successful major events for the NFL, NCAA and USOC Affordable and safe, easy parking Complimentary services Online housing 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Social media targeted ads to sports event rights holders Promote sportsingreenbay.com Target marketing (direct mail promoting sportsingreenbay.com) Targeted promoting website Sales Research, develop and distribute sports leads to hotels and sports facilities Maintain and participate in industry related memberships to mix with sports planners Tradeshows NASC, S.P.O.R.T.S., TEAMS Sales mission to Colorado Springs to call on USOC governing bodies Grow regional partnership with Fox Cities CVB Actively participate in Sports Wisconsin activities and support the work of the committee Services Provide CVB services for: WIAA Girls Volleyball and Basketball, Great Northwest Basketball League, Green Bay Cellcom Marathon, Wisconsin State Women s Bowling Tournament, Bellin Elite Football Combine, USA Hockey Tier 2 Boys 18 & Under Tournament, WAMO Dart Tournament and Midwest Women s Bowling Tournament

22 2018 Destination Marketing, Sales & Services Plan 14 Measurable Objectives Stories written by journalists that include Greater Green Bay sports events and facilities Completion of direct mail piece Total leads generated and potential room nights Total event services provided

23 2018 Destination Marketing, Sales & Services Plan 15 Tribal/Native American Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Oneida Nation - tribe with long-standing history Multiple attractions and events (tours, museum, orchard, organic farm, buffalo farm, etc.) Completion of the Oneida Longhouse provides another great attraction for tour groups and individuals Oneida Nation Tourism Department and hotel Sales Department Progressive Expanded casino Hotel/conference center Reservation tours Messaging Rich cultural heritage Tourism focused with support staff and services Meeting and conference space Motor coach/group friendly Casino and other attractions 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Public relations - travel journalists and travel agent familiarization tours Visitors Guide feature Motorcoach guide feature

24 2018 Destination Marketing, Sales & Services Plan 16 Promote events in social media Promote in e-newsletters Sales Research, develop and distribute convention and meetings leads to hotels and meetings venues Maintain and participate in industry related memberships to mix with planners Tradeshows Partner with the Radisson on meetings tradeshows and with Oneida Tourism on leisure shows and IPW Research, develop and distribute group tour leads to hotels, attractions and restaurants Services Work with Oneida tourism staff to host a familiarization tour for Circle Wisconsin Provide all CVB services as outlined in the CVB Services Directory Provide CVB services to group tour planners to aid in their booking tour groups into the Greater Green Bay & Lakeshore market Brochure Distribution Measurable Objectives Stories written by journalists that include the Oneida Nation and its attractions (included in overall stories written goal) Click through rate on all e-newsletters Stories written about the Oneida Nation Total leads generated and potential room nights (included in total goal) Total event services provided (included in total goal) Total group tour leads generated (included in total goal) Total group tours serviced (included in total goal)

25 2018 Destination Marketing, Sales & Services Plan 17 Group Tours Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Wide variety of tour group friendly attractions, restaurants and hotels Affordable Airport accessibility for air tours Easy highway access from south, west and north Proximity to Door County Shrine of Our Lady of Good Help Packers name recognition Nature Connects special event at the Green Bay Botanical Garden during the summer of 2018 Creation of new experiential product at attractions Messaging Wide variety of tour group friendly attractions, restaurants and hotels CVB concierge services New itineraries, new activities and experiences and new theater events 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Print advertising when opportunities arise throughout the year Design and print group tour sales sheet Social Media targeted ads to group tour planners Rebuild tour information on greenbay.com Experience-building Initiative

26 2018 Destination Marketing, Sales & Services Plan 18 Sales Research, develop and distribute group tour leads to hotels, attractions and restaurants Participate in the 5 th Annual Circle Wisconsin Midwest Marketplace and sponsorship of the post-marketplace familiarization tour to Green Bay Tradeshows BiG (Boomers in Groups), American Bus Association, National Tour Association, Midwest Marketplace Develop additional itineraries focusing on new activities and experiential tourism Distribute motor coach/group tour guide Develop and grow partnership with C&M Presents (local receptive tour operator) Maintain Circle Wisconsin membership and actively participate in organization s activities Services Provide complimentary itinerary planning assistance to tour operators Work with Oneida Tourism to host familiarization tour for Circle Wisconsin Provide complimentary promotional items as arrival gifts Offer tour guide services for local and Algoma tours Measurable Objectives Develop 8 new experiences for Greater Green Bay Stories written by journalists that include Greater Green Bay group tour opportunities Response rate from Direct Mail piece Total leads generated Total group tours serviced

27 2018 Destination Marketing, Sales & Services Plan 19 Outdoor Recreation Leisure Travel Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Marketing Strategy Direction, Positioning and Key Messages Market and Product Development Strategy Positioning Four season outdoor recreation, sports and events destination Cabela s is a magnet for the outdoor enthusiast Brown County Adventure Park Outstanding waterways Bay of Green Bay, Fox River, Lake Michigan Variety of water related activities new Fox River Tours cruises, kayaking on the Fox, fishing (including charter), boating, water sports, beach, etc. De Pere Riverwalk/Green Bay CityDeck Wildlife activities birding, NEW Zoo, Bay Beach Wildlife Sanctuary, Barkhausen Waterfowl Preserve Outstanding trail system Biking Segway tours Messaging Four season outdoor destination- Experience four seasons Waterways and trails Family outdoor recreation Boating opportunities (including great dock and dine options) full service marina Affordable and easily accessible Excellent golf courses with readily available tee times

28 2018 Destination Marketing, Sales & Services Plan Action Plan Q1 Q2 Q3 Q4 Marketing Niche marketing to targeted audiences Public relations/photography Feature outdoor and recreational opportunities in Visitor Guide Promote outdoor and recreational opportunities on greenbay.com and in blog posts Include special events and attractions in printed Calendar of Events Provide the Department of Tourism with updated information for their Fall Color Report Pursue targeted travel writers Obtain photography that may be used by travel writers Sales Promotion by sales and motorcoach group sales teams Actively participate in Harbor Towns partnership Develop additional itineraries focusing on new activities and experiential tourism Partner with Brown County Parks and Recreation Department and municipal parks and recreation departments to develop and promote opportunities for visitors Services Brochure distribution Measurable Objectives Stories written by travel writers that include Greater Green Bay outdoor opportunities Brochures distributed Inquires received from integrated advertising program

29 2018 Destination Marketing, Sales & Services Plan 21 Golf Enthusiasts Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Marketing Strategy Direction, Positioning and Key Messages Market and Product Development Strategy Positioning Hosting Oneida LPGA Classic Golf Tournament July 2-8, area golf courses providing many different golfing experiences Seasonal activity in three quarters Close to Internationally known Kohler courses Messaging Hosting Oneida LPGA Classic Golf Tournament July 2-8, 2018 Thornberry Creek at Oneida is the official golf course of the Green Bay Packers 14 area golf courses many of which offer special packages Close to Internationally known Kohler courses Excellent golf courses with readily available tee times 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Social media promotions for event encouraging visitorship and providing area info for attendees Include in CVB publications (visitor guide, calendar of events, etc.) Generate national exposure through LPGA event signage (caddie bibs, tee fence signage, etc.) Generate national exposure through LPGA event website with link to greenbay.com

30 2018 Destination Marketing, Sales & Services Plan 22 Distribute event information to all media outlets and travel publication editors and journalists Sales Meeting planner familiarization tour in collaboration with the Radisson Hotel & Conference Center and Thornberry Creek Promote LPGA Thornberry Creek Classic at all sports tradeshows and sports sales trips Promote LPGA Thornberry Creek Classic at IPW Promote LPGA Thornberry Creek Classic at all group tour shows Services Provide LPGA Classic on-site visitor information and services/assistance throughout event Measurable Objectives Stories written by travel writers that include Greater Green Bay golf courses Brochures distributed Inquires received from integrated advertising program

31 2018 Destination Marketing, Sales & Services Plan 23 Arts and Cultural Heritage Leisure Travel Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Thriving Arts Community that includes theater, music and visual Variety of Museums Neville Public Museum, National Railroad Museum, Heritage Hill State Historical Park, Oneida Nation Museum, Green Bay Packers Hall of Fame, Hazelwood Historic House and numerous other small museums Rich History oldest permanent settlement in Wisconsin (one of oldest in America) Neville Museum s permanent exhibit on history of Greater Green Bay being rebuilt Concerts and events from major touring events to local bands in parks numerous opportunities exist to enjoy live music such as Fridays on the Fox, Botanical Garden, Heritage Hill, etc., Galleries Gallery Nights Artstreet Artigras Festivals Oneida Nation PowWow, Hmong Messaging Large variety of offerings and costs from great museums to relaxed free concerts in our parks 2018 is the 40 th Anniversary of Heritage Hill Pulaski Polka Days celebrates Polish heritage Artstreet- large juried art fair Resch Center- one of three venues for national acts in Wisconsin 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Feature area arts and cultural heritage opportunities in the annual Visitor Guide Targeted group tour promotions of heritage experiences

32 2018 Destination Marketing, Sales & Services Plan 24 E-newsletter to leisure opt-in list Promote arts and cultural heritage opportunities on greenbay.com and in blog posts Include in summer Attractions Brochure Feature opportunities for visitors to enjoy arts and cultural heritage events in the printed and online Calendar of Events Pursue targeted travel writers Obtain photography that may be used by travel writers Sales Promote and sell using the Mobile Visitor Center at festivals and events Promotion by sales and motor coach teams Develop itineraries focusing on new activities and experiential tourism that connect with arts and cultural heritage Include arts and cultural heritage organizations and attractions in CVB Attraction Meetings Services Plan and execute Attraction Showcase to promote opportunities available to visitors and residents Include in brochure distribution system Measurable Objectives Stories written by travel writers that include Greater Green Bay arts and cultural heritage opportunities Inquires received from integrated advertising program Brochures distributed

33 2018 Destination Marketing, Sales & Services Plan 25 Culinary Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Wineries and micro-breweries Cheese & candy makers Variety of cuisines at varying price points Unique local favorites (cheese curds, brats, booyah, chili with noodles, etc.) Culinary tours & classes Farmers markets Specialty food shops (Wienke s, Nala s, The Cannery, etc.) Messaging Five-star dining at affordable prices Restaurant Week July 12-19, 2018 Culinary festivals, events, river cruises Regionally-recognized dining 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Feature area culinary specialties and opportunities in the annual Visitor Guide Print and internet advertising campaign Restaurant Week full marketing campaign Electronic newsletter to leisure market Pursue targeted travel writers and provide them with quality photography and editorial submissions

34 2018 Destination Marketing, Sales & Services Plan 26 Include culinary opportunities in the Convention Services Directory and Dining Guide Sales Research, develop and distribute group tour leads to restaurants Develop itineraries focusing on new activities and experiential tourism Feature restaurants and Greater Green Bay culinary opportunities at annual CVB Holiday Reception Gift baskets Cultivate partnership with Brown County Restaurant Association Services Include culinary opportunities in convention spouse tours Utilize culinary products in CVB gift baskets for planners and VIP visitors Utilize culinary products for tradeshow giveaways to promote the many culinary opportunities in the area Measurable Objectives Stories written by travel writers that include Greater Green Bay culinary opportunities Inquires received from integrated advertising program Number of meals generated by Restaurant Week Group tours booked that feature culinary activities Response rate from marketing/advertising campaigns Total group leads generated Total group tours serviced

35 2018 Destination Marketing, Sales & Services Plan 27 Leisure Travel Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Large variety and quantity of family and couples friendly attractions Drive market Affordable and easily accessible Large variety of shopping opportunities Bay Park Square, Cabela s, Broadway, Olde Main, Military Avenue, De Pere, Shops on Linville in Suamico, etc. Strong name recognition due to popularity of the Green Bay Packers Messaging Kid-friendly, safe, affordable Educational opportunities Attractions Bay Beach Amusement Park, Brown County Adventure Park, NEW Zoo, Green Bay Children s Museum, etc. Opportunities for indoor and outdoor fun 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Integrated print, web, and broadcast advertising campaign Electronic newsletter to Leisure Market Visitor Guide features Promote travel on greenbay.com and all social media outlets Use online and printed Calendar of Events to promote family activities and opportunities Social interaction online with travelers asking questions Pursue targeted travel writers - Compile ongoing lists of new family friendly attractions/events to promote to travel writers, etc.

36 2018 Destination Marketing, Sales & Services Plan 28 Provide travel writers with high quality photography and creative editorial submissions Pursue media interviews Sales Use Mobile Visitor Center and/or Golf Car at high attendance visitor events to educate visitors on other opportunities Encourage convention, meetings and sports groups to bring their families when attending events in Greater Green Bay Tradeshows Chicago Adventure Travel Show Develop and distribute a Coupon Book providing special deals in Greater Green Bay and Algoma Plan and execute Attraction Showcase to promote family opportunities available to visitors and residents Attend Wausau Business Expo with Lodging Association Services Attraction Meetings Brochure distribution route in Wisconsin, N. Illinois, Door County Local brochure distribution network Measurable Objectives Stories written by travel writers that include Greater Green Bay family vacation opportunities Inquires received from integrated advertising program Click-through rate from e-newsletters Website and social media usage rates Brochures distributed

37 2018 Destination Marketing, Sales & Services Plan 29 Green Bay Packers Fans Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Historic Lambeau - oldest continuously used stadium Historic home of NFL s most storied franchise Titletown District Worldwide recognition and fan base Large number of Packers-related attractions Team connection to Downtown Green Bay businesses Messaging Celebrating 100 years during season with numerous special activities Great opportunities to connect with the Green Bay Packers when visiting area Historic Lambeau Field activities include the Packers Hall of Fame, Stadium Tours, the Packers Pro Shop and 1919 Kitchen & Tap Titletown District features sledding, skating, business, entertainment Packers Training Camp provides fans of all ages an opportunity to interact with players, coaches and staff Many attractions are connected to the Green Bay Packers: Oneida Walk of Legends, Packers Heritage Trail, Packers Heritage Trail Trolley Tours, Hometown Advantage Exhibit (Neville Museum) Sports-friendly restaurants 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Market 100 th Anniversary of the Green Bay Packers as permitted Integrated print, web, and broadcast advertising campaign

38 2018 Destination Marketing, Sales & Services Plan 30 Electronic newsletter to Leisure Market full newsletter prior to the opening of Training Camp and mentions in others Visitor Guide will feature Green Bay Packers activities Promote on greenbay.com and all social media outlets Interact with traveling fans via social media Use public relations and social media to promote Titletown District Use online and printed Calendar of Events to promote Lambeau Field activities and opportunities Pursue targeted travel writers Provide travel writers with high quality photography and creative editorial submissions Discover Wisconsin Episode Green Bay: The Football City Pursue media interviews Sales Use as part of sales and promotion message for conventions and meetings, sports events and group tours Tradeshows - Helms Brisco ABC Conference, Connect Marketplace, PCMA, Small Market Meetings, IMEX, IBTM, CVENT, Connect Faith, Holiday Showcase IPW, BiG, ABA, NTA and the Circle Wisconsin Midwest Marketplace Partner with Lodging Association to conduct familiarization tours as needed and a Sales Blitz using idss database planners Use Green Bay Packers give-away items at tradeshows and in gift baskets for planners and VIPs Services Organize and host quarterly Attraction Meetings to provide a platform for communication between attractions and encourage cross-promotion Plan and execute Attraction Showcase to promote family opportunities available to visitors and residents Brochure distribution route in Wisconsin, N. Illinois, Door County

39 2018 Destination Marketing, Sales & Services Plan 31 Local brochure distribution network Mobile Visitor Center at Green Bay Packers Shareholder Meeting and Green Bay Packers Training Camp Measurable Objectives Stories written by travel writers that include the Green Bay Packers and the many opportunities available in the community to connect with the team Inquiries received from integrated advertising program Click-through rate from e-newsletters Website and social media usage rates Brochures distributed Attractions Showcase participation and attendance

40 2018 Destination Marketing, Sales & Services Plan 32 Visiting Friends and Relatives and Pass-Thru Leisure Travel Greater Green Bay CVB will deploy the following detailed strategy and activities for this targeted market segment. Positioning Greater Green Bay offers visitors a tremendous number of attractions, dining and lodging opportunities Many residents aren t aware of everything our community has to offer visitors Messaging Greater Green Bay is a perfect place for a Staycation Our community has more to offer than most communities our size Invite your friends and family to come and visit and take them to our community s many attraction and restaurants 2018 Action Plan Q1 Q2 Q3 Q4 Marketing Provide local journalists with creative editorial submissions that support the work of the CVB and educate residents on the many opportunities the community offers Promote greenbay.com when possible locally to encourage residents to use the online Calendar of Events to educate themselves on local events Pursue media interviews Mobile Visitor Center at events (farmers markets, local university family days, etc.) Sales Plan and execute Attraction Showcase partner with the Chamber of Commerce to bring in the public to visit with attractions Use Greater Green Bay Restaurant Week to educate residents on the many culinary opportunities available in Greater Green Bay

41 2018 Destination Marketing, Sales & Services Plan 33 Use the Mobile Visitor Center to gain visibility for the tourism industry and to educate residents of opportunities by participating in local events Establish partnerships with local real estate companies to provide new residents with information on attractions, restaurants, events, etc. Encourage residents to plan family reunions locally Services Support community by having staff sit on local boards to educate on tourism and the many opportunities available in our community Measurable Objectives Stories written by local media that educate on tourism and provide visibility Participation and attendance at Attractions Showcase Participation in Greater Green Bay Restaurant Week Mobile Visitor Center usage days

42 2018 Destination Marketing, Sales & Services Plan 34 Destination Development The annual focus of the Greater Green Bay CVB in this strategic goal attainment is to be supportive of the economic development projects that will improve and grow the visitor experience in Greater Green Bay. Goal To improve the level of visitor retention and loyalty through active support of brand development and delivery of unique experiences. Target Projects Tourism product development master plan setup Fundraise for a strategically-located Greater Green Bay visitor center Grow Tourism Insider training program Greater Green Bay s branded sales training program Develop Greater Green Bay experiential tourism program with existing attractions Development Strategy Direction, Positioning and Key Messages Positioning Greater Green Bay has more high quality visitor attractions than most communities this size Many visitor facilities have expanded over the last 1-3 years There is opportunity for the CVB to be an active participant in encouraging the growth and development of tourism product in Greater Green Bay Messaging Tourism is economic development and the CVB should be an active participant in encouraging growth and development of tourism product The CVB is a respected community organization and is in a position to help influence support for important tourism projects

43 2018 Destination Marketing, Sales & Services Plan 35 Action Plan Establish a staff-led task force to develop a business plan and marketing plan for a new visitor information center Establish a board-led task force and develop a plan to finance a new visitor information center Continue growing the Tourism Insider Greater Green Bay branded sales and service training program Work closely with Advance, Greater Green Bay Chamber and local economic development groups to pursue conferences and conventions that support local economic development efforts Establish a Board led task force and work on the development of a community agreed upon tourism product development master plan Measurable Objectives Task force established and plan for new visitor information center developed Board and staff task forces established and plans for operating, marketing and financing new VIC in place Branded sales and service training program grown into community asset with 300+ Tourism Insiders trained by the end of 2018 Task force established and community tourism product development master plan developed

44 2018 Destination Marketing, Sales & Services Plan 36 DMO Community Relations The annual focus of the Greater Green Bay Convention & Visitors Bureau in this strategic goal attainment is to be informative and persuasive in the understanding and value of tourism and the proactive organization effort required to market and promote to visitors. The overall targeted community relations strategy with action plan follows. Goal To raise the profile and value of the Greater Green Bay tourism industry. Target Audiences Visitor industry partners Government officials Business/corporate leaders Education Partners (NWTC, St. Norbert College, UWGB, Bellin College, local school districts) Media editors/representatives Residents Community Relations/Advocacy Strategy Direction, Positioning and Key Messages Audience Penetration and Development Strategy Positioning Community with a large variety of high quality tourism products Visitor spending impact in Brown County continues to rank 5 th in Wisconsin Ability to pay all bonds on KI Convention Center (and expansion) and the Resch Center are both dependent on the generation of room tax dollars from visitors Messaging Greater Green Bay is fortunate to have a large number of high quality visitor attractions Tourism revenue generated by visitors is highly sought after by many communities and requires an innovative marketing and sales plan with a solid budget to make certain Greater Green Bay s message is heard by visitors when they are making their travel plans

45 2018 Destination Marketing, Sales & Services Plan 37 Action Plan Engage local media in tourism programming and activities Establish a tourism/visitor industry coalition Maintain proactive communications with Tourism Talk and other pertinent information Maintain annual tourism summit/meeting Develop and distribute annual report on tourism impact and CVB productivity Actively work with Greater Green Bay Chamber to develop partnerships that benefit both organizations and our memberships through cross promotion, partnering on educational and special events Develop a program to provide duo partnerships providing area businesses with the opportunity to join both the CVB and the Chamber at a discounted rate Host event during LPGA Classic Measurable Objectives Stories from local media on tourism issues and activities 12 Tourism Talk issues with relevant information on CVB activities and goal measurements Establishment of local tourism coalition Development and execution of annual tourism summit Design and distribution of Annual Report on tourism impact and CVB productivity