RCMP Plan CENTRAL OREGON FY 2012-13 Rev. June 7, 2012
Central Oregon: Objectives A. Grow Destination Travel from the California Bay Area B. Develop Group & Event Business within Geo-Targeted Markets C. Continue Regional Public Relations Strategies D. Update and optimize RCMP web landing pages E. Travel Oregon International Co-op opportunities
Objective A: Grow Destination Travel from the California Bay Area TACTICS/STRATEGIES #1. NBC Great Getaways Destination Central Oregon 30- minute, multi-season, travel program broadcast twice in November 2012 and May 2013 on NBC in the Bay Area. Digital and broadcast news promotion spots and vignette s provided added value promotion. Digital sweepstakes program call to action for a Central Oregon vacation. Targets the #1 destination market for Central Oregon destination travel to grow the market share of visitors from the Bay Area to Central Oregon with brand image messaging about the destination. NBC Great Getaways investment leverages COVA s $350,000+ broadcast, digital and print image media buy in the greater Bay Area over the same time period. Outcome: Sustain and grow Bay Area flight service and frequency to Central Oregon via Allegiant Air (OAK to RDM) offering low-cost, leisure fares; and the 2x-daily jet service (SFO to RDM) on United/SkyWest, non-stop. Grow Bay Area digital client prospect database with sweepstakes entries for future direct marketing by 5%.
Objective B: Develop Group & Event Business within Geo-Targeted Markets STRATEGIES/TACTICS #2 FAM s & Research Trips Host 10 15 meeting planners or group media representatives on research visits. The Group & Event Marketing subcommittee will continue the successful strategy and action plan for Meeting Planner FAM s to bring qualified Planners to Central Oregon for customized research tours. Emphasis on ski groups/clubs; golf groups/ tournaments; cycling groups/events; school/team sports events; region-wide corporate and government conferences. Outcome: RCMP funds will be leveraged with the RDMO, DMO and private sector partner investments to coordinate and execute a FAM, trade show and public relations strategy and action plan. #3 In-market Customer Experience Events: Host Meeting Planner event in Bay Area or Seattle metro area to take Central Oregon to Market Including; ski groups and ski clubs; golf groups and golf tournaments; cycling groups and events; school/team sports events and region-wide corporate and government conferences. Outcome: RCMP funds will be leveraged with the RDMO, DMO and private sector partner investments to coordinate and execute an in-market Customer Experience Event, delivering Central Oregon to the Meeting Planner.
Objective C: Continue Public Relations Strategies STRATEGIES/TACTICS #4 Travel Writer FAM s RCMP will supplement COVA s and Travel Oregon s media FAM visits in the region. Experiential visits for domestic and international travel writers, hosted collectively with industry partners and Travel Oregon. 100% matched leverage with COVA s substantial year-round Public Relations programs for the region. Outcome: Generate $2.5 million+ in earned media for Central Oregon as a vacation destination. #5 Consumer Show Sunset Celebration Weekend in June The 19,000 Sunset enthusiasts who pay to watch the pages of the magazine come to life during this celebration weekend are a prime target for our region. We ll distribute our guides to help tell the Central Oregon story to these engaged /interested consumers. Leads will also be collected Outcome: Generate 454 leads. Follow up with leads by mailing Official Central Oregon Visitors Guide
Objective D: Update and optimize RCMP web landing pages STRATEGIES/TACTICS #6 Update and optimize the RCMP web landing page for regional DMO s Hot Links to Regional DMO s Regional Map Interactive landing page Regional vacation sweepstakes E-Travel blasts to customer database The Central Oregon RCMP Landing Page(s) are in need of a complete update and overhaul following the last major re-design four years ago. COVA will provide matching services in-house, so the RCMP budget will cover only production costs for related map, video editing and photography. Outcome: Fresh content for new engagement to grow unique visits the RCMP partners by 10%.
Objective E: Travel Oregon International Co-op opportunities STRATEGIES/TACTICS #7 Trade Show Attend Pow Wow Aligns with Travel Oregon program to provide greater presence with trade and generate leads from Tour Operators Outcome: Generate 20 region-specific leads per show with Tour Operators on the floor; and 10 appointments with international travel writers via Media Marketplace. #8 FAM Trips Host international travel trade & media FAM trips All international market opportunities will first be qualified by Travel Oregon. Central Oregon participation will give priority to opportunities in key international markets identified as Canada and with niche travel in markets seeking the niche opportunities of ski, golf, cycling, fly fishing and microbrewery s/culinary. Outcome: Secure 2 new itineraries/product in international catalogs. Secure Earned Media value of at least $250,000.
Objective E: Travel Oregon International Co-op opportunities TACTICS/STRATEGIES #9 Sales Missions Travel Oregon Canadian Co-op s Increase presence in-market via Travel Oregon Co-op opportunities. Western and eastern Canadian opportunities will be considered. Outcome: Attend 2 Canadian Sales Missions with Travel Oregon. Secure 2 new itineraries/products in catalogs. Generate earned media in Canada of at least $25,000. #10 Collateral Fulfillment Fulfilled through international mailing house.
California Bay Area Destination Central Oregon 30-minute, multi-season, travel program broadcast twice in November 2012 and May 2013 on NBC in the Bay Area. Digital and broadcast news promotion spots and vignette s provided added value promotion. Digital sweepstakes program call to action for a Central Oregon vacation.
Update & Optimize RCMP Landing Page
RCMP Committee & Process The tourism region of Central Oregon lies on the eastern side of Oregon s Cascade Mountains, consisting of Deschutes, Jefferson, Crook and So. Wasco Counties. The Central Oregon Visitors Association (COVA) has been appointed by the members of the Central Oregon RCMP Stakeholders Committee as the tourism entity to contract with the OTC to represent the region. The RCMP Committee Stakeholders represent the depth of the Central Oregon tourism industry and includes: Bend Chamber Tim Casey, Executive Director Black Butte Ranch Resort Scott Huntsman, General Manager Central Oregon Visitors Association Alana Hughson, President & CEO; Kristine McConnell, Manager Industry Relations; Maureen Mattingly, Web & Interactive Marketing Manager; Kristi Richter, Group & Events Manager Crooked River Ranch Chamber Hope Johnson, Executive Director Deschutes Fair & Expo Center, RDM Roxia Todoroff, Director of Sales & Marketing FivePine Lodge, Sisters Greg Willitts, General Manager High Desert Museum, Bend Melissa Hochschild, Vice President of Communications LaPine Chamber Ann Gawith, Executive Director Madras / Jefferson County Chamber Joe Krenowicz, Executive Director Maupin Chamber Kate Wallace; Rob Miles, Owner of Imperial River Company Mt. Bachelor Ski Resort, Bend Andy Goggins, Director of Marketing & Communications Oregon Restaurant & Lodging Assoc Brett Evert, Owner of Entrada, Inc. Oxford Hotel, Bend Dominic J. Donatoni, General Manager Prineville / Crook County Chamber Bill Gowen, Executive Director Redmond Chamber & CVB Eric Sande, Executive Director Riverhouse Hotel & Conv Ctr, Bend Erin Woods, Marketing Seventh Mountain Resort, Bend Vanessa Berning, Director of Sales & Marketing Sisters Area Chamber Erin Borla, Executive Director Sunriver Chamber Dennis Smeage, Executive Director Sunriver Resort Michael Broderick, Director of Sales & Marketing Visit Bend Doug LaPlaca, Executive Director The Central Oregon RCMP Stakeholder Meetings take place quarterly, where updates are reported, we evaluate current projects, and develop the next year s plan. Intra-region communication includes convenient accessibility by phone or email, monthly e-newsletters to the entire COVA membership, Board of Directors and regional officials, a tourism industry annual report produced by COVA, and a tourism industry public meeting held by COVA every other year.