Strategic Plan Goals - Experience Kissimmee · Sports Marketing and Development Objective: Identify...
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1 Experience Kissimmee – CONFIDENTIAL – Proprietary and Trade Secret STRATEGIC PLAN GOALS & OBJECTIVES 2017-2019
Transcript of Strategic Plan Goals - Experience Kissimmee · Sports Marketing and Development Objective: Identify...
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STRATEGIC PLAN GOALS & OBJECTIVES
2017-2019
STRATEGICGOALS
THE PURPOSE OF THE STRATEGIC PLAN
• A long-term approach to continue to focus the scope and impact of EK’s efforts through organizational alignment.
• Ensures sustained momentum to capitalize on the improvements that EK has made.
• Helps guide resource tradeoffs and decisions regarding continued development and growth.
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1. Grow and Diversify the Tourism Economy Through Marketing
2. Grow and Diversify the Tourism Economy Through Sales
3. Enhance Industry Partner Engagement
4. Ensure EK’s Brand Promise is Executed
5. Ensure Cost Effective and High Performing Operation
MARKETING
SALES
ENGAGEMENT
BRAND
EFFECTIVE
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STRATEGIC PLAN: GOAL 1, FY 17-18
To Grow and Diversify the Tourism Economy Through Marketing
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To Grow and Diversify the Tourism Economy Through Marketing
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MARKETING
GOAL 1 | OBJECTIVES
CommunicationsObjective:
Create ROI metrics for public relations/communications efforts within target markets
Create marketing programs/messaging that speaks to target audiences
Increase engagement and social listening across relevant social platforms and relevant media
Marketing and Brand StrategyObjective: Identify and define the 60/30/10 rule for the organization
Discover intent to travel through targeted markets/demographics
Increase engagement and social listening across relevant social platforms and relevant media
International Sales & MarketingObjective:
Create marketing programs/messaging that speaks to target audiences
Identify and define target leisure audience using the 60/30/10 rule
Social MediaObjective:
Increase engagement and social listening across relevant social platforms
Increase engagement and social listening across relevant social platforms from x-y
Digital MarketingObjective:
Continually optimize digital channels to serve as cornerstone for marketing efforts
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STRATEGIC PLAN: GOAL 2, FY 17-18
To Grow and Diversify the Tourism Economy Through Sales
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SALES
GOAL 2 | OBJECTIVES
International Sales & MarketingObjective:
Identify and attract unique organizations/clients to the destination
Sports Marketing and DevelopmentObjective:
Identify and attract unique organizations/clients to the destinations
Increase room nights generated by EK Sports by 5% year over year
Meetings and Conventions SalesObjective:
Connect partners with new meeting planners and organizations through sales, marketing, educational activities and co-op opportunities.
With a focus on need periods, increase opportunity for meeting partner hotels to grow room demand year-over-year
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STRATEGIC PLAN: GOAL 3, FY 17-18
Enhance Industry Partner Engagement
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Enhance Industry Partner Engagement
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ENGAGEMENT
GOAL 3 | OBJECTIVES
Industry Partner RelationsObjective: Through relevant, timely interactions, enhance partner engagement
Destination & Event ServicesObjective:
Develop and increase central Florida service provider engagement
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STRATEGIC PLAN: GOAL 4, FY 17-18
Ensure EK’s Brand Promiseis Executed
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BRAND
GOAL 4 | OBJECTIVES
Marketing & Brand StrategyObjective: Leverage EK’s brand voice as the filter through which all communications are executed
International Sales & MarketingObjective: Leverage EK’s brand voice as the filter through which all communications are executed
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STRATEGIC PLAN: GOAL 5, FY 17-18
Ensure Cost Effective and High Performing Operations
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EFFECTIVE
GOAL 5 | OBJECTIVES
OperationsObjective:
Ensure EK’s DMAI Destination Marketing Accreditation Program accreditation is maintained
Human Resources & Leadership TeamObjective:
Recruit, develop and retain high performing team members
Destination & Event ServicesObjective:
Provide a variety of innovative destination and event services to enrich Experience Kissimmee’s sales and marketing objectives and programs
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E X P E R I E N C E K I S S I M M E E . C O M
