TMD Task Force powerpoint
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Transcript of TMD Task Force powerpoint
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TMD ESTABLISHED JULY 2010
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Seeking Best ROI for TMD Strategic Marketing Group
Establishes Benchmarks & Goals
• Marketing Analysis• Industry Outreach• Recommendations based on
highest ROI
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Measurable Goals
• Website Sessions• Paid Advertising Equivalency• E-Marketing Reach• Hotel Occupancy
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TMD Plan: Six Primary Areas of Focus
• Brand Development• Expansion of Media Reach• Travel Media Exposure• Online Marketing• International Leisure
(UK)• Corporate Meetings
Market/Group
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Expansion of Media ReachMedia Buy More Than Triples
2009/2010 2014/2015$0
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000 Budget Growth for Direct Advertising
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Travel Media Exposure Goal: Increase PAE by 20% Annually*
* $8 Million by 2014/2015
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Three Year Average Up from $4M to $11M
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Online Marketing Initiatives Goal: Increase Traffic from 300K to 450K in Three
Years
• Web Site• Social Media• E-Marketing
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Website Growth Doubles 2009 to 2014
June 09/10
June 10/11
June 11/12
June 12/13
June 13/14
0
100000
200000
300000
400000
500000
600000
700000
Website Visits: 2009 to 2014
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Website Visit Growth by Month FY 09/10 and FY 13/14
July
August
Septe
mber
October
November
December
January
Febru
ary
Marc
hApril
May
June
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
2009/20102013/2014
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Corporate Meetings
• Brand Development• Marketing Initiatives• Leads
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Corporate Meetings
Advertising Initiatives:• Cvent• Meetings Focus• Silicon Valley Business Journal• Google Adwords/YouTube/Facebook• Meeting Professionals International
(MPI) Perspective Magazine
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Corporate Meetings
Destination Presence
At Trade Shows:
• MPI Northern California Chapter Annual Conference & Expo 2015
• Sponsorship of MPI Professional Education Program
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International Marketing- UK
• Visit CA• Brand USA• Black Diamond• Pow Wow Trade Show• Go West Trade Show
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International Marketing- UK
2009 20140
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Web Traffic from the UK increases 130%
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Market Development:Contracts With Local Hotels Grow from 3 to 50
• Bonotel
• Bon Voyage
• Virgin Holidays
• New World Travel
• Meeting Point North America
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Recap of TMD Goals and Results
• Website Sessions- 300K to 600K• Paid Advertising Equivalency- $3.9M to $14M• E-Marketing Reach- 15K to 30K• Occupancy…
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Annual Occupancy Increases 28.5% Last 5 Years*
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0.0
10.020.030.040.050.060.070.080.0
Occupancy Percentage Five Year Trend 2009 - 2013 YTD
2009 2010 2011 2012 2013
*as reported by Smith Travel Research, Inc.
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Percent Change in Occupancy By Quarter* Santa Cruz County- 2009 to 2013**
Quarter 1 Quarter 2 Quarter 3 Quarter 40%
10%
20%
30%
40%
50%
60%
70%
80%
20092013
33% Increase
31% Increase
22% Increase
34% Increase
*Calendar Year **as reported by Smith Travel Research, Inc.
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Occupancy Growth 2010 through 2013*
*as reported by Smith Travel Research, Inc.
2010 2011 2012 20130
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4
6
8
10
12
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% Increase in Occupancy Santa Cruz % Increase in Occupancy Monterey% Increase in Occupancy California
% Increase in Occupancy
Santa Cruz Monterey California
2010 3.7 3.4 5.9
2011 11.6 4.6 5.3
2012 6.3 3.8 3.6
2013 3.9 3.4 2.8
6.4 3.8 4.4<--Average % Increase