Valencia Bembry, Director of Accreditation Programs at DMAI, and Michael Brown, Director of Development / Public Affairs at Experience Columbus, share their expertise on how DMOs can build stronger stakeholder relationships to advocate for travel.

1. Building Better
Stakeholder RelationshipsStakeholder Relationships

2. Panelists Moderator
Joy Lin
Valencia Bembry
Director of Accreditation
Programs, DMAI
Joy Lin
Content Manager,
DMAIMichael Brown
Director of Development &
Public Affairs, Experience
Columbus

4. Goal:
Make sure your destination is business ready.

5. Our primary focus is tourism
marketing and sales, with advocacy
being our second-level priority.

6. Step 1. Target Your Stakeholders

7. Stakeholder Buckets
Government
• City
Community Partners
• Business
Industry Partners
• Airport Authority
Stakeholder Buckets
• City
• County
• Business
Organizations
• Chambers of
Commerce
• Airport Authority
• Lodging
Associations
• Restaurant
• Economic
Development
Agencies
• Arts and Cultural
Associations
• Convention Center
• Sports
Organizations
Organizations
Organizations
MediaMedia

8. Step 2. Prioritize Your Relationships

9. Power-Interest MatrixPower Interest Matrix
Keep Satisfied Manage Closely
Power
Monitor Keep Informed
P
Interest

10. Step 3. Show the Potential

11. Example:Example:

12. Step 4. Make a Plan

13. ExampleExample

14. Step 5. Cover Your Channels

15. Engagement MethodsEngagement Methods
Digital Resources Community Building
• Talking Points, Letters, Editorials
• Video Testimonials
• Email newsletters
• Annual Meetings
• Travel Rally Day
• Networking Receptions
• Infographics
Ed ti E ti
Media
Education
• Themed Networking Events
• Experience Creation
Execution
• In-person meetings
• Boards of Directors
• Tourism Ambassador Programs • Project Management
• Annual Report

16. Example

17. The Journey from $6.4MM to $11.3MM…The Journey from $6.4MM to $11.3MM…
Educate: They really don’t know
Engage: They will start to care
Embrace: There are unexpected allies to bring in
Enact: Make big change official, don’t focus on
temporary gain
Enjoy: This is a process, it will take time

18. We are the fun part of economic
development… and we show how
investment brings a return.

19. AccreditationAccreditation
180 Official DMOs
58 Mandatory Standards58 Mandatory Standards
30 Voluntary Standards
• Eligibilityg y
• Application Timeline
Next: August 1 – September 30, 2014
• http://bit.ly/DMAIDMAP
Valencia Bembry
b b d i i k ivbembry@destinationmarketing.org