Track Town USA


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Track Town USA

  1. 1. Convention & Visitor Association of Lane County Oregon <ul><li>Eugene </li></ul><ul><li>Track Town USA </li></ul>
  2. 2. Situation Analysis & Opportunity Statement <ul><li>Eugene has a rich history as Track Town USA </li></ul><ul><li>Great resources for travelers interested in running </li></ul><ul><li>Superior upcoming events to attract visitors </li></ul>A great position for CVALCO to continue to brand Eugene as Track Town USA
  3. 3. Research <ul><li>Competitive Advantage </li></ul><ul><li>Individual Popular </li></ul><ul><li>Figures </li></ul><ul><li>Buzz About Eugene </li></ul><ul><li>Tourism Promotional </li></ul><ul><li>Efforts </li></ul><ul><li>Running and Travel </li></ul><ul><li>Publications </li></ul>
  4. 4. Target Audience - Track and Field Fans - <ul><li>TACTICS: </li></ul><ul><li>Five-year event calendar </li></ul><ul><li>Contact publications </li></ul><ul><li>Media kit </li></ul><ul><li>Exit Survey </li></ul>
  5. 5. Target Audience - Track and Field Fans - <ul><li>OBJECTIVE: </li></ul><ul><li>To promote Eugene’s Track & Field and running events to fans so that they choose Eugene as a travel destination specifically to attend events. </li></ul>STRATEGY: Our strategy will be to promote Eugene’s Track and Field events and encourage fans to attend the events.
  6. 6. Target Audience - Running Enthusiasts - Letting runners know about Eugene
  7. 7. Target Audience - Running Cont. - STRATEGY: We will educate runners on the vast running opportunities as well as the strong historical ties that Eugene has with the evolution of running as a sport.
  8. 8. Target Audience - Visitors with Interest in Track and Field - <ul><li>OBJECTIVE: </li></ul><ul><li>To provide travelers with compelling information about Eugene's myriad running opportunities, current track and field stars, and its legacy as Track Town USA so that they will enjoy an enhanced travel experience and return in the future. </li></ul>
  9. 9. Target Audience - Travelers Cont. - <ul><li>STRATEGY: </li></ul><ul><li>Provide welcoming, visitor-friendly resources for individual travelers to guide, inform, and encourage them in exploring and participating in Eugene's Track Town USA legacy. </li></ul><ul><ul><li>Refine selected Web site elements </li></ul></ul><ul><ul><li>Develop informational, guest-friendly brochure </li></ul></ul><ul><ul><li>Create self-guided tour package </li></ul></ul>
  10. 10. Target Audience - Media - <ul><li>OBJECTIVE : </li></ul><ul><li>To provide the media with interesting and newsworthy information about Track Town USA so that Eugene’s Track Town image will be enhanced in they eye of the public. </li></ul>
  11. 11. Target Audience - Media Cont. - <ul><li>STRATEGY: </li></ul><ul><li>To inform the media of Eugene’s position as Track Town USA and provide them with the proper tools to feature stories related to running in Eugene, elite track and field events, and encourage travelers to visit Eugene to experience the Track Town legacy. </li></ul>
  12. 12. Target Audience - Media Cont. - <ul><li>TACTICS: </li></ul><ul><li>Pitch to Travel Oregon </li></ul><ul><li>Pitch to Runner’s World </li></ul><ul><li>Profile Track Town USA on the Runner’s World Web site in the “Destinations” category under “Great Runs in the West.” </li></ul><ul><ul><ul><li>Other magazines to consider pitching to: Trail Runner or Northwest Travel Magazine </li></ul></ul></ul>
  13. 13. Target Audience - Running and Travel Bloggers - <ul><li>OBJECTIVE: </li></ul><ul><li>To provide and pitch track and field information and stories to bloggers so that their posts will encourage people to visit Eugene as Track Town U.S. </li></ul>WE RUNNING
  14. 14. Target Audience - Running and Travel Bloggers - <ul><li>People are blogging about running experiences, training tips and running destinations </li></ul><ul><li>Blogosphere is a personal forum for discussion </li></ul>CVLACO must join the conversation for Eugene to be on the map
  15. 15. Estimated Budget <ul><li>Expenses TBD </li></ul><ul><li>Press Material </li></ul><ul><li>Press Kit </li></ul><ul><li>Brochure </li></ul><ul><li>Foot Guide </li></ul><ul><li>Web Revisions </li></ul>
  16. 16. Conclusion <ul><li>Thank for your time! </li></ul>