PA Dutch CVB Member Briefing A special thanks to our sponsors: and to Elizabethtown College for...
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Transcript of PA Dutch CVB Member Briefing A special thanks to our sponsors: and to Elizabethtown College for...
PA Dutch CVB Member Briefing
A special thanks to our sponsors:
and to Elizabethtown College for hosting this meeting
December 5, 2012
To increase visitation to Lancaster County for the purpose of maximizing economic prosperity and employment opportunities for the destination.
Our Mission
Marketing Campaigns
Harvest Season Campaign Metrics Christmas Campaign Plans Moving Forward – 2013
Campaign shift Seasonal initiatives
Fall Interactive Campaign
Comprised of 5 major elements Social Media Components (Paid promoted
posts on FB) Placement on TripAdvisor.com Traditional re-targeting Search re-targeting Email distribution
Lancaster County Christmas
Message: Make a visit to Lancaster County a holiday
tradition Call to Action:
Visit LancasterCountyChristmas.com for more information.
Holiday Traditional Media Components
Target Markets & Media: Philadelphia DMA (TV & radio)
Combined Reach/Frequency: – 75.6%/6 Harrisburg DMA (TV only)
Reach/Frequency: TV – 83.2%/5 Flight Dates
Weeks of 11/19, 11/26, 12/3, and 12/10 B101 Trivia game “Lancaster County
Christmas” On air and on B101’s website Targeted post on Facebook to B101 listener area
Holiday PR & SM Components
Public Relations:Lancaster County Christmas-based wish list of holiday ideasTargeted pitching & press tweets
Social Media:Blog Series – 25 days of Lancaster County Holiday TraditionsPromoted Facebook posts
Holiday Interactive Components
Increase of SEM spend Lancaster County Christmas landing page Re-targeting buy Themed TravelGuides
Moving Forward - 2013
Simply Lancaster County What we envision
Treasure A Simple Sunrise Ann Arbor
Seasonal Initiatives Spring – Interactive Campaign Summer – Traditional Media and Interactive Fall – Interactive Campaign Holiday – Traditional Media and Interactive
2013 Budget Overview
Revenue 2013 Budget 2012 Projected
Tax Revenue $1,485,000 $1,575,000
Advertising $843,000 $807,000
Member Investment
$643,000 $633,000
Other Revenue $144,000 $157,000
Total Revenue $3,115,000 $3,172,000Note: 2012 Received one month of Hotel Tax Revenue
2013 Budget Overview
Expenses 2013 Budget 2012 Projected
Marketing Investment $1,600,000 $1,655,000
Misc. Marketing Exp.
$477,000 $443,000
Salaries/Wages/Benefits
$1,042,000 $1,350,000
Sales Dept. Expenses* $252,000 $249,000
Operational Expenses $280,000 $300,000
Misc. Expenses $89,000 $94,000
Total Expenses $3,740,000 $4,091,000
Net Loss ($625,000) ($919,000)
Notes: * excluding salaries/benefits
Fund Balance Projection
Notes: Assumes no new revenue streams and 2.5% annual growth in tax
revenue.
Marketing & Budget Summary Leisure media spend of $1.6 million will be comprised of
new TV spots, interactive campaign, and possibly radio, print, and outdoor.
$1.6 million will be spent entirely on the “destination” message.
Sales department budget includes a 40% increase in event investment (bid fee) dollars. We will be very aggressive in going after county-wide events.
Trade show and sales mission schedule will remain robust. While the declining fund balance is a concern, the CVB will
continue to focus on strategically marketing our destination in an efficient and effective manner. Fulfilling our mission is paramount.