Marketing Presentation for Canal Towns Meeting - March 2014


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This presentation focuses on tips for working with your CVB, getting the word out, and general marketing and communication best practices.

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Marketing Presentation for Canal Towns Meeting - March 2014

  1. 1. .
  2. 2. Get The Scoop  Tips for working with your CVB  Getting the word out  Marketing & Social Media
  3. 3. What Tourism Does Frederick Visitor Center  Visitor Statistics  Groups  Sales Missions  Destination Marketing  Press Visits & Media Requests  Heart of the Civil War Heritage Area Management Entity  Calendar of Events & Visitor Guide  Historic Sites Consortium  Scenic Byways Manager  Product Development
  4. 4. Why do they visit?  Shopping & Dining  Civil War/Heritage  Business/Ft. Detrick  Arts & Entertainment  Outdoor Recreation  Agritourism/Wineries  Genealogy Visitor Snapshot Jerry Holcomb and Sally Edwards, from San Diego, California, stopped in the Frederick Visitor Center on Monday, December 3, 2012 to kickoff their full week of Civil War exploration.
  5. 5. How Do They Find Out About US  Advertising  Website  Articles in Magazines and Newspapers  Online Stories  Social Media  Word of Mouth  Business Trips  Sales Efforts Website Facts has more than 200,000 unique visitors and over one million page views.
  6. 6. Best Practices: Connecting With Visitors & Partners  Keep your content current & clear  Make photos readily available  Have a social plan  Have a point of contact  Tell your story (public relations)
  7. 7. Keep your content current & clear  Keep Your Calendar Up to Date  Submit Events to CVB
  8. 8. Make photos readily available  Quality photos are enticing for visitors  CVBs need your great imagery  Stories are made with great photography  Have photos that can be used without asking permission
  9. 9. Have a Social Plan  Connect with your partners  Showcase your best features  Treat it as part of your overall marketing strategy  Refer back to your “base” or website where your main content lives  Post. Monitor. Analyze. Repeat.  Do only what you can manage.  Don’t treat all channels the same.
  10. 10. Example: A Festival of Confusion 1 2 “Join us this weekend at the Zora Neal Hurston Festival of the Arts and Humanities in historic Eatonville, Florida.”
  11. 11. A Festival of Confusion 3 4 “The Library of Florida history will be closed….” Except for: Saturday, February 2 for the Zora Neale Hurston Festival of the Arts & Humanities – Eatonville. 5 56.5 mi, 1 hr 1 min driving
  12. 12. A Festival of Confusion 6 7 “Press” refers to books for sale.
  13. 13. A Festival of Confusion 8
  14. 14. A Festival of Confusion 9
  15. 15. If something is important enough to…  If something is… • Important enough to post on Facebook or Twitter (twice). • Important enough to have on the home page of your website. • Important enough to staff and attend for multiple days. It’s important enough to connect the dots in your communication.
  16. 16. Ask yourself… • Do I have an image of the person? • Does the “rest of the story” already live online? • Do I need to create online content first? • Do I need to “tag” people, and therefore like their page or follow them? • How is this post part of my overall marketing strategy? Tough Message Choices Someone in your office just won an award. Someone says, “Hey, that would make a great Tweet or Facebook post.” Be able to control your own content. Start with a foundation. Build.
  17. 17. Working With Partners Outside of Your Organization
  18. 18. Tell Your Story: Information is Key Phone Rings Writer Says: I need something in Frederick County for Black History Month… in 20 minutes. Check Partner Site Verify Information Story Runs Check Our Website Compile & Email List
  19. 19. Visit Frederick’s Facebook image was selected to appear as the lead image on CNN’s Travel section on March 11, 2013. You never know who’s looking (or lurking) On average, 3 different social media channels are used to prepare each story. Holmes Report, March 26, 2012
  20. 20. Did you know… Travel writers, especially freelancers, frequently don’t pay for their experiences? CVBs look to their partners and members to help host writers and provide unique experiences. Tell Your Story Get to know local media Send press releases Make yourself a resource Make sure local partners are aware of what you can offer
  21. 21. International Travelers We welcome around 25,000 visitors annually to the Visitor Center. 1,000 of them are international travelers Our top international visitors that come to our visitor center are from Canada, the UK, and Germany.
  22. 22. Berkhamsted, England Marketing/Partners Organization Tourism Council of Frederick County Host Writer or Group Leaders Article/Tour Inclusion Lots of time goes by Visitors Arrive!
  23. 23. “Thank you for the kind and warm welcome which was extended to us. I had never visited Frederick before but was delighted to find such a beautifully preserved downtown. It turned out to a real gem of a find, to which I was led by an article I read in my daily newspaper’s travel section on the city. Keep up the good work. I very much hope that I will visit Frederick again one day soon.” Andrew Webb Berkhamsted School, Herts., England USA 2013 History Visit Organiser Making the Connection
  24. 24. Tips  Keep your content updated and as complete as possible  Get onto calendars  Get great photography with the intention to share it  Keep focused with your social media  Attend partner events  Invite partners to experience your destination
  25. 25. Our job is to help them find you - Our secret destinations and hidden gems. “All journeys have secret destinations of which the traveler is unaware.” -Martin Buber
  26. 26. Michelle Kershner Marketing & Communication Manager Questions?