Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

TMD Task Force powerpoint

349 views

Published on

TMD Task Force Powerpoint

Published in: Travel
  • Login to see the comments

  • Be the first to like this

TMD Task Force powerpoint

  1. 1. TMD ESTABLISHED JULY 2010 1
  2. 2. Seeking Best ROI for TMD Strategic Marketing Group Establishes Benchmarks & Goals • Marketing Analysis • Industry Outreach • Recommendations based on highest ROI 2
  3. 3. Measurable Goals • Website Sessions • Paid Advertising Equivalency • E-Marketing Reach • Hotel Occupancy 3
  4. 4. TMD Plan: Six Primary Areas of Focus 4 • Brand Development • Expansion of Media Reach • Travel Media Exposure • Online Marketing • International Leisure (UK) • Corporate Meetings Market/Group
  5. 5. Brand Development 5
  6. 6. Expansion of Media Reach Media Buy More Than Triples $800,000 $700,000 $600,000 $500,000 $400,000 $300,000 $200,000 $100,000 6 $0 Budget Growth for Direct Advertising 2009/2010 2014/2015
  7. 7. Travel Media Exposure Goal: Increase PAE by 20% Annually* 7 * $8 Million by 2014/2015
  8. 8. Three Year Average Up from $4M to $11M 8
  9. 9. Online Marketing Initiatives Goal: Increase Traffic from 300K to 450K in Three Years 9 • Web Site • Social Media • E-Marketing
  10. 10. Website Growth Doubles 2009 to 2014 10 800000 600000 400000 200000 0 Website Visits: 2009 to 2014 June 09/10 June 10/11 June 11/12 June 12/13 June 13/14
  11. 11. Website Visit Growth by Month FY 09/10 and FY 13/14 11 90000 80000 70000 60000 50000 40000 30000 20000 10000 0 2009/2010 2013/2014
  12. 12. Corporate Meetings 12 • Brand Development • Marketing Initiatives • Leads
  13. 13. Corporate Meetings 13 Advertising Initiatives: • Cvent • Meetings Focus • Silicon Valley Business Journal • Google Adwords/YouTube/Facebook • Meeting Professionals International (MPI) Perspective Magazine
  14. 14. Corporate Meetings 14 Destination Presence At Trade Shows: • MPI Northern California Chapter Annual Conference & Expo 2015 • Sponsorship of MPI Professional Education Program
  15. 15. International Marketing- UK 15 • Visit CA • Brand USA • Black Diamond • Pow Wow Trade Show • Go West Trade Show
  16. 16. International Marketing- UK 16 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Web Traffic from the UK increases 130% 2009 2014
  17. 17. Market Development: Contracts With Local Hotels Grow from 3 to 50 17 • Bonotel • Bon Voyage • Virgin Holidays • New World Travel • Meeting Point North America
  18. 18. Recap of TMD Goals and Results 18 • Website Sessions- 300K to 600K • Paid Advertising Equivalency- $3.9M to $14M • E-Marketing Reach- 15K to 30K • Occupancy…
  19. 19. Annual Occupancy Increases 28.5% Last 5 Years* 19 80.0 60.0 40.0 20.0 0.0 Occupancy Percentage Five Year Trend 2009 - 2013 YTD 2009 2010 2011 2012 2013 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec *as reported by Smith Travel Research, Inc.
  20. 20. Percent Change in Occupancy By Quarter* Santa Cruz County- 2009 to 2013** 20 80% 70% 60% 50% 40% 30% 20% 10% 0% Quarter 1 Quarter 2 Quarter 3 Quarter 4 2009 2013 33% Increase 31% Increase 22% Increase 34% Increase *Calendar Year **as reported by Smith Travel Research, Inc.
  21. 21. Occupancy Growth 2010 through 2013* 21 *as reported by Smith Travel Research, Inc. 14 12 10 8 6 4 2 0 2010 2011 2012 2013 % 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

×