Here are the key findings from the cross-tabulation analysis: - 66.5% of total respondents are not at all familiar with the Knoxville Visitors Center - 16% are slightly familiar - Of those not at all familiar, 44.7% were between ages 18-35 - Younger respondents aged 18-35 showed the highest level of unfamiliarity with the Visitors Center This implies that Visit Knoxville needs to focus marketing efforts on reaching younger audiences, particularly those aged 18-35, as familiarity is quite low within that demographic currently. Increased outreach and promotion targeting millennials could help boost awareness of what the Visitors Center has to offer.

1. Visit Knoxville
Campaign
PRIMARY PUBLIC RELATIONS
Aaron Cowan-Baker, Gracie Lee, Cara Sanders, Courtney
Walker
SPRING 2016

2. MEET THE TEAM
Primary Public Relations is a full-service marketing and public relations agency. We have
offices located in Memphis, Nashville, Knoxville and Charlotte.
Primary PR focuses on social media marketing, crisis communication, business
development and creative communication strategies that are tailored specifically for every
client who enters our offices.
Courtney Walker
1
Aaron Cowan-Baker
Cara Sanders
Gracie Lee

3. TABLE OF CONTENTS
Executive Summary……………………………………………………………………………………………………………3
Situation Analysis………………………………………………………………………………………………………………4
Core Problem……………………………………………………………………………………………………………………5
Research
Client Overview…………………………………………………………………………………………………………6
Competitor Overview…………………………………………………………………………………………………..7
SWOT Analysis…………………………………………………………………………………………………………8
Primary Research
Survey……………………………………………………………………………………………………..9-15
Observation Research…………………………………………………………………………………..16-20
Action Planning
Overarching Goal…………………………………………………………………………………………………….21
Overview of Potential Publics……………………………………………………………………………………21-22
Big Idea………………………………………………………………………………………………………………22
Target Publics………………………………………………………………………………………………………..22
Objectives…………………………………………………………………………………………………………23-26
Communication
Messages……………………………………………………………………………………………………………..27
Evaluation
Techniques………………………………………………………………………………………………………..28-38
Appendix
Calendar………………………………………………………………………………………………………………39
Budget…………………………………………………………………………………………………………….40-41
Survey……………………………………………………………………………………………………………..42-45
Additional Sources…………………………………………………………………………………………………..46
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4. EXECUTIVE SUMMARY
This campaign was specifically designed for Visit Knoxville Visitors Center to
promote the center as a destination rather than just a place to get a brochure. Our
campaign specifically focuses on Millennials from out-of-state who would be visiting
Knoxville for a football game or visiting The University of Tennessee’s campus.
We began by conducting surveys that were distributed through social media and
email to gain a better understanding of the target audience. From this research we
concluded that Millennials from out-of-state would be the best audience to help us achieve
our overall campaign goal.
Throughout the entirety of the campaign, our team used the key message,
“Knoxville is a city of endless opportunities. You just need to know where to find them.”
This campaign shows visitors that Knoxville has more to offer than meets the eyes.
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5. SITUATION ANALYSIS
Visit Knoxville, the official Convention and Visitors Bureau of Knoxville, aims to
educate visitors about all of the various aspects Knoxville has to offer. The Visitors Center
is a destination, and out-of-town guests should see this attraction as an opportunity to
learn about the unique features of Knoxville. Whether visitors are looking for live music,
local restaurants, coffee shops, trendy boutiques, hiking trails, or nightlife activities, the
center is able to provide tourists with all the information they need however, they need to
know that the Visitors Center exists so they can use this valuable resource.
Visitors centers do not have to be aimed solely at an older crowd. Even though an
older generation is more inclined to seek out a visitors center, there are aspects of
Knoxville’s Visitors Center that could attract a younger audience. The opportunity
presented in this campaign is that young visitors are always looking for local hot spots and
activities in the cities they visit; however, the challenge is that many of them do not know
that the Visitors Center is here in Knoxville.
With every young visitor having access to a cell phone and the Internet, these
guests are more likely to plan their visit on their own. The Visitors Center, however, has all
the information a guest would want to know about the city in one location. By laying out
brochures, menus and maps of all the local and “hip” attractions in Knoxville, Visit Knoxville
makes it easier to view all the possibilities in one place. Research shows that this younger
audience doesn’t know that the Visitors Center is a destination; therefore, if the managers
of the center could relay their information in a way that catches this generation’s attention,
then traffic to the Visitors Center among this younger crowd will increase.
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6. CORE PROBLEM
Visit Knoxville has a vast amount of information a young generation would be
interested in obtaining; however, accessibility to cell phones and the Internet draw young
visitors away from focusing on what the Visitors Center has to offer and leads them to plan
their trips on their own via sources available online.
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7. CLIENT OVERVIEW
Visit Knoxville serves as the official Convention and Visitors Bureau (CVB) for the city
of Knoxville and Knox County at large. With the hope of promoting all that Knoxville has to
offer, Visit Knoxville works in unison with the local community, business leaders, and local
and state governments to further develop Knoxville as a premier destination for travel,
leisure, and meetings. Visit Knoxville is the official provider of visitor information and is
conveniently located on Gay Street, in the heart of downtown Knoxville.
In 2008, Visit Knoxville, a private 501(c)(3) non-profit, gained accreditation from the
Destination Marketing Accreditation Program (DMAP) of Destination Marketing Association
International and is one of two CVB’s in the state of Tennessee to hold this title. The Visitors
Center is a 501(c)(3) non-profit that obtains funding through an onsite gift shop, visitor guide
advertising sales, marketing activities, and a portion of the hotel/motel tax, which accounts
for 75 percent of the center’s funding.
The Visitors Center, which is located on the city’s trolley route, provides free parking,
maps, brochures, parking guides, Wi-Fi, a knowledgeable staff, and a gift shop full of locally
curated products. Visit Knoxville is also home to the WDVX Blue Plate Special, a music
show running at noon Monday through Saturday. This entertainment is free and open to the
public.
The Visitors Center has informational booths located in various locations around
town, including the visitors center on the University of Tennessee campus. Knoxville is home
to a wide array of conventions, invitationals, and sporting events and the Visitors Center
helps to accommodate each of these groups during their time in the city.
The city of Knoxville is home to the Tennessee Theatre, 12 local breweries and the
local zoo, which is the leading breeder of red pandas. Furthermore, the city plays host to a
variety of festivals each year, including the Dogwood Arts Festival, Big Ears Music Festival
and the International Biscuit Festival. The city is becoming a leader for major events and
expositions such as the Cornhole Championships, which aired on ESPN, and the Ozone
Gymnastics Invitational. While continually growing, Knoxville provides a unique blend of
culture, adventure and cuisine to all who visit, while still giving the small town vibe. The city is
rooted in history and southern charm.
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8. COMPETITOR OVERVIEW
Fortunately for Visit Knoxville, the city is located in the heart of the Smoky Mountains
and is in short driving distance from many major cities. The Visitors Center's managers have
established close-knit relationships with local businesses and the Knoxville Convention
Center. Though Visit Knoxville has many advantages, the Visitors Center does still face
competition, primarily from nearby cities such as Chattanooga, Nashville and Asheville.
The Chattanooga Visitors Center, like Visit Knoxville, is located in the heart of the
downtown in the city’s Shuttle Park North Breezeway. From personal experience, our
research showed that the Chattanooga Visitors Center is tucked away and does not have
good signage to make it easily accessible to visitors. The website, however, is full of helpful
information about the city of Chattanooga. The front page screen features a list of reasons
why travelers should visit the city as well as tabs with information about places to go, stay,
eat, and an events calendar.
The Asheville Visitors Center is also located in the heart of downtown Asheville and is
a one-stop shop for information, directions, public facilities, and tickets for the Biltmore and
trolley tours. With information about iconic locations in Asheville, event calendars, packages,
and deals, the Asheville Visitors Center provides a unique perspective of the city.
Nashville’s Visitors Center is unique in that it has multiple locations within the city.
With a gift shop location in the bottom of the iconic Bridgestone Arena and the newly
renovated Nashville Convention Center, the Nashville Visitors Center has a lot to offer.
Located in the Bridgestone Arena, which is home to the Nashville Predators, a variety of
concerts and other events, the center is able to target all of the arena’s guests on their way
in and out of the venue. The Nashville Convention Center is located right in the heart of
downtown Nashville and offers many unique aspects, including a sprawling greenway on the
roof of the Convention Center.
In terms of revenue, the Knoxville Convention Center and Visit Knoxville are doing
very well in comparison to their competitors. In 2015, it was reported that Asheville
generated $1.5 billion in tax revenue, Chattanooga hit $1 billion in tourism revenue, and
Nashville / Metro-Davidson accounted for $5 billion of the state’s $16.7 billion of tourism
revenue. In 2014, Knox County generated nearly $3 billion in revenue from tourism and
hospitality.
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9. SWOT ANALYSIS
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Strengths
• Located in the heart of downtown Knoxville,
near several attractions and restaurants
• Provides a unique atmosphere
• Blue Plate Special takes place six days a week
and provides free entertainment
• Visitors center provides visitors with free parking
accommodations
• Knowledgeable staff and an abundance of
informational materials, like brochures and maps
• Gift shop with locally cultivated goods and
merchandise
• Variety of festivals and tourist attractions
Weaknesses
• Lack of signage downtown to help visitors
navigate their way into the Center
• Poor marketing in the city of Knoxville itself to
attract visitors
• General lack of awareness among younger
travelers about visitors centers and what they
offer
Opportunities
• Many visitors do not have any idea of what
Knoxville has to offer
• Tennessee and Bijou theater
• 12 local breweries
• Emerging culinary scene
• There is a large millennial population located
in Knoxville because of the University,
meaning that many potential guests may utilize
visitors center, including students, prospective
students and guests during football season
• Growing restaurant and bar scene downtown
Threats
• Mobile applications such as TripAdvisor, Yelp
and Urban Spoon give tourists the same
information that a visitors center would and is
more easily accessible
• The Internet and World Wide Web in general

10. PRIMARY RESEARCH: SURVEY
This survey was designed to gather data and knowledge about people’s interest in
visiting visitors centers and what these people look for when they travel. This survey was
designed by the organization in order to gain a better understanding of what visitors want
so Visit Knoxville can gauge what should be done to attract more people to the area. This
survey was distributed by each student to approximately 15 people per person. These
students distributed the survey via e-mail and social media to their friends, families and co-
workers. (See pages 42-45)
We used these survey results to better determine our target audience. We used the
information from the target audience to develop a campaign that is relevant to what these
people would like to see when they are traveling. Not only did we research what visitors
would want to see but how to make the Visit Knoxville Visitors Center an attraction for all
the visitors. (See Demographic Profile, Table 5, on page 16)
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11. QUANTITATIVE RESULTS
Q1: How important is free entertainment on a vacation or getaway?
Finding: The results below indicate that free entertainment is at least somewhat important
to 83.1% of respondents. Only 3.2% of those surveyed indicated that free entertainment
was not important at all. The survey data shows that Visit Knoxville can use this type of
information to attract more guests to the visitor’s center. (See Table 1)
Implications: The Knoxville community has many free opportunities for entertainment.
One of the most distinguishing aspects of Visit Knoxville is the WDVX Blue Plate special.
Visit Knoxville can reach travelers through an event and market other cost efficient
activities. Some examples of places to encourage travelers to visit are Ijams Nature Center,
the Knoxville Museum of Art, and weekly concert series on Market Square (See Table 1).
Table 1: Quantitative Results
Likelihood Occurrence
Not at all important 12 (3.2%)
Slightly important 51 (13.7%)
Somewhat important 97 (26.0%)
Moderately important 132 (35.4%)
Extremely important 81 (21.7%)
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12. QUANTITATIVE RESULTS
Q2: How likely are you to visit a Visitors Center when traveling to a new city?
Finding: The results below show that only 36.1% of people are unlikely to travel to a
Visitors Center when traveling to a new city. Only 15.1% of people are likely to visit when
traveling to a new city. This shows that people traveling to a new city use other means
such as online resources and word-of-mouth recommendations. (See Table 2)
Implications: Visit Knoxville has useful resources in its visitors center that can benefit
visitors when they come to Knoxville. Since online resources have grown for visitors
traveling to other cities, Visit Knoxville can implement an interactive travel guide. This could
be done through a map that shows local restaurants, shops and nightlife that locals enjoy
and would recommend to visitors. On this map can be the Visit Knoxville Gay Street
location as well, so visitors can see how convenient the location of the visitors center is to
the downtown and Old City area (See Table 2).
Table 2: Quantitative Results
Likelihood Occurrence
Very Unlikely 92 (24.4%)
Unlikely 136 (36.1%)
Neutral 71 (18.8%)
Likely 57 (15.1%)
Very Likely 21 (5.6%)
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13. QUALITATIVE RESULTS
Q1: What details are most important to you when planning a getaway (e.g, driving
distance, affordability, unique experiences, local food, etc.)?
Finding: The survey results showed that respondents believe that food, affordability, and
experiences were three of the most important aspects when planning a trip to a new city.
Implications: The best way to encourage travelers to plan a trip to Knoxville is via the
Internet. Fortunately, Visit Knoxville is the second result on Google when people search the
keyword ‘Knoxville.’ Updating the website, promotional video, social media outlets and
other various promotional pieces is a viable way to give people an idea of what Knoxville is
like and the many things it has to offer. Visit Knoxville’s social media strategies are very
interactive with its publics and must continue to do so in the hopes of targeting a younger
audience. The website should address the respondent’s desire to visit a city with good
food, affordability, and unique experiences (See Table 3).
Table 3: Qualitative Results
Word Occurrence
Food 122 (7%)
Local 95 (6%)
Affordability 95 (6%)
Distance 77 (4%)
Experiences 75 (4%)
Unique 53 (3%)
Entertainment 53 (3%)
Attractions 45 (3%)
Activities 44 (3%)
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14. QUALITATIVE RESULTS
Q2: What aspects do you hope to find in a Visitors Center (e.g., maps,
information, gift items, local crafts, entertainment)?
Finding: The survey results expressed that respondents hoped to find maps, information
about the area, and local entertainment opportunities when visiting the Knoxville Visitors
Center. (See Table 4)
Implications: Visit Knoxville already has all of these resources readily available for guests
to utilize. The Visitors Center has maps of the city, knowledgeable employees, and a
unique perspective of what visitors are looking for when they visit the Knoxville area. It is
important that the Visitors Center play up its ‘local’ perspective. Many tourists want to do
what the locals do and go to places more off of the beaten path. It is also important that
Visit Knoxville emphasize that it houses all of this information and has it readily available for
visitors in a one-stop-shop setting.
Table 4: Qualitative Results
Word Occurrence
Maps 192 (13%)
Information 156 (11%)
Local 116 (8%)
Entertainment 91 (6%)
Coupons 44 (3%)
Area 30 (2%)
Attractions 27 (2%)
Restaurants 24 (2%)
Items 24 (2%)
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15. CROSS TABULATIONS
Q1: How familiar are you with the Knoxville Visitors Center?
(analyzed with age variable)
Finding: The results of the cross-tabulation show that 66.5% of the total respondents are
not at all familiar with the Visitors Center. Also, 16% of the respondents are only slightly
familiar with it. Of the 66.5% of respondents who are not at all familiar with the Visitors
Center, 44.7% of them fell within the 18-35 age range. Of the 16% who were only slightly
familiar with it, 11.2% fell within that same age range.
Implications: It is clear from the survey results that the majority of the respondents are
unaware of the Visitors Center. The Visitors Center has so much to offer a young
audience; however, this age group is unaware of all the Visitors Center has to offer. The
majority of respondents in this survey fell within the 18-35 age range. The Visitors Center
should utilize the power of social media to communicate with a younger generation. For
example, a younger audience typically wants to know about coffee shops, hip restaurants,
bars and trendy shops in the area. If Visit Knoxville promoted information through social
media about these aspects of Knoxville, the younger generation’s interest in what Visit
Knoxville has to offer may increase.
Q2: How much do you enjoy live music? (analyzed with age variable)
Finding: The results of the cross-tabulation show that 66.7% of respondents were in the
18-35 age range. Of those 66.7% falling within the youngest age range, 41.3% extremely
enjoy live music and 20.5% moderately enjoy live music. Therefore, the majority of
respondents falling within the 18-35 age range are interested in hearing live music.
Implications: The Visitors Center constantly has music lineups at the Blue Plate Special. If
the respondents were informed about all the Visitors Center had to offer, they might find
that they are interested in the events put on by the Blue Plate Special. Social media
contests and sending representatives to college tours may increase awareness of the Blue
Plate Special.
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17.
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18. OBSERVATION RESEARCH
Introduction
On-site research was conducted to help determine the types of people who came
in and out of the Visit Knoxville Visitors Center at various times during the day at varying
days of the week. Researchers observed at the Visitors Center at different times
throughout the week, including two visits on a Thursday, and one each on a Tuesday and a
Saturday. Each participant conducted research for a minimum of one hour in order to have
a better grasp on the visitors behaviors. To create a cohesive research report, observers
were tasked with estimating the visitors age, what they were doing during their trip to the
Visitors Center, what they were hoping to find out or know, and whether or not they bought
merchandise.
As visitors enter the center, they are greeted with an abundance of clearly marked
signage, informational handouts, and a variety of locally curated merchandise. Staff is on
hand to assist visitors in planning trips and outings and to answer any questions that they
may have.
Researcher One
Our first researcher visited the center on Thursday, February 11 from 2:30 p.m. until
3:45 p.m. During the visit, she observed that the majority of the 12 people who entered
Visit Knoxville ranged in age from around 30 to 60. There was an equal amount of males
and females because many visitors came in as couple’s. Throughout the entire hour, only
one person was observed who appeared to be under the age of 30. Most of the people
who came through the Visitors Center wanted free parking passes, but five people came in
for information. Of those individuals seeking out more information about the city of
Knoxville, they frequently asked questions about where to eat or events taking place during
their stay. Though people did look at the merchandise, very few bought anything more
substantial than a postcard.
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19. OBSERVATION RESEARCH
Researcher Two
A second researcher attended the Blue Plate Special on Saturday, February
20 from 12:00 p.m. to 1:00 p.m. The majority of people who attended the Blue
Plate Special were middle aged. Of the 40 – 50 visitors, there was only one young
couple, two young women, and six children in attendance. There was a fairly even
mixture of women and men among the crowd. Throughout the Blue Plate Special,
the majority of the audience sat down at tables and listened to the music. Though
there was food and coffee available for purchase, not many people purchased what
was available. Five people were observed buying coffee and only one person was
observed buying food.
During the show, the workers at the Visitors Center sat behind the desk. No
one asked them questions but many visitors were observed walking around and
picking up multiple brochures, which gave the appearance that the brochures were
the primary source of information. People seemed to favor getting information from
the brochures instead of talking directly to the workers at the Visitors Center. During
the hour, only four people were observed looking around the gift shop. Most people
were there solely for the musical aspect. Even after the show was over, only six
people went into the gift shop, but no one was observed buying anything.
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20. OBSERVATION RESEARCH
Researcher Three
On Tuesday, February 23, a third researcher visited the Visit Knoxville
building from 2:15 p.m. until 3:15 p.m. During the observation, it was noted that
there was more variety in age. A young couple, around 25 years old, was already in
the Visitors Center upon the researcher’s arrival and stayed for around 15 minutes.
A few more young people came in during the observation and matched the typically
middle-aged crowd observed on another day. Three people came into the Visitors
Center to obtain a parking pass, and a few others came by to pick up brochures
and other informational packets. A few of the Visitors Center's guests asked for
directions and to figure out if they were headed to the right place. Another visitor
came in looking specifically for maps and brochures. During the research study,
there were only two transactions at the gift shop. The first transaction was a local
whiskey distillery t-shirt and the second was a book full of historical photos of
Knoxville.
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21. OBSERVATION RESEARCH
Researcher Four
Our final researcher conducted a site visit on Thursday, February 25 from
1:45 p.m. until 3:00 p.m. There were not very many people in the building
throughout the hour, but those who came tended to be in their mid to late 50s.
Most of the visitors during this time were females. Only one person under the age of
30 came in during the observational period. Of the 12 people observed, four people
came in to ask for a parking pass. The remaining eight guests were interested in
obtaining informational brochures or asking questions. The people who came into
the Visitors Center with the intention of obtaining information were primarily
interested in finding out what Knoxville has to offer. One person was overheard
asking about what the locals like to do and to obtain some restaurant ideas that
were ‘off the beaten path.’ The guests who came in wanted to know more about
the area, what there was to do and special events that were taking place during
their stay. During the visit, five people were observed buying merchandise from the
gift shop. The majority of the merchandise that was sold included postcards, coffee
mugs and other novelties. Most people stuck to purchasing smaller items that were
low in cost, lightweight and very portable.
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22. OBSERVATION RESEARCH
Conclusion
Our observations show that the majority of people entering the Visitors
Center are coming in for entertainment and informational purposes. We believe that
brochures are very helpful, but the center does not supply enough of them that are
specifically targeted to a younger audience. First, we would recommend providing
brochures and copies of menus for coffee shops, hip and new restaurants,
inexpensive clothing stores, and bars to attract the younger generation. If such
materials don’t already exist, inexpensive flyers could be created with suggestions
appealing to a younger generation under a headline of ‘New & Noteworthy’ or ‘Hip,
Hot, & Happening Right Now.’
Engagement with the older crowd demonstrated a clear segmentation of the
market and an opportunity for Visit Knoxville to grow its younger following. In
addition to the brochures, the Visitors Center should incorporate a bigger
advertising push of its Blue Plate Special. Though there were quite a few people in
attendance, many students do not even know this free entertainment exists right in
their backyard, so it is doubtful those from other cities are aware of this unique
offering. Another way to attract visitors is to capitalize on the fact that most people
who come into the center are seeking information about where to eat and what to
do. We recommend that one section of the Visitors Center be dedicated solely to
the entertainment aspect of Knoxville with a point person who knows what is going
on. That person can explain to visitors what options they have through a monthly
‘entertainment calendar’ that would list the day, location, and event of
entertainment opportunities for each month.
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23. CAMPAIGN GOAL
Our campaign goal is to promote the Visitors Center as a destination and
thereby increase foot traffic.
OVERVIEW OF POTENTIAL PUBLICS
Through our team’s research, we found that people between the ages of 51
and 70 are more open to utilizing a visitors center when traveling to a new city. The
potential publics are broken down into four age categories: 18-35, 36-50, 51-70,
and 70 and above. While some attractions and things to do have universal appeal,
these publics do have different tastes that could be specifically targeted. As well as
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24. different ages, there are different types of people coming to Knoxville. Some are on
business, while others are stopping through on their way to the mountains.
For the potential publics to want to engage with the Visitors Center, Visit
Knoxville must increase people’s awareness of the resources that the Center offers.
Already, Visit Knoxville has worked with many organizations and events all over the
city to increase awareness about what the Center has to offer and should tap into
those relationships to spread the message further. Our target public for this
particular campaign is focused on people between the ages of 18-35 who
are visiting from out of town in the Southeast region.
BIG IDEA
Knoxville is a city of endless opportunities…you just need to know where to
find them. One stop at Visit Knoxville will help visitors or business travelers
maximize their stay in Knoxville to capitalize on what is of interest to each person.
TARGET PUBLIC
This campaign targets visitors between the ages 18-35 who originate from
the Southeast region and are coming to Knoxville for football or other sporting
events, college visits and business meetings. Many football and basketball fans
travel far distances to support their teams, and this is an opportunity for the Visit
Knoxville Visitors Center to capitalize on the weekends of home football games or
big basketball game rivalries. Knoxville is home to The University of Tennessee,
which brings in potential students from all over Tennessee and beyond. College
visits are an opportunity for the center to promote the area by working with the
university to promote the city and its offerings to potential students and their
parents. Knoxville is also an easy weekend drive-able destination from other cities in
contiguous states and a hub for regional and national conventions and meetings
that attract college graduates who are building their careers.
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25. OBJECTIVE 1
TO INCREASE SOCIAL MEDIA PRESENCE BY 500 TOTAL
FOLLOWERS AMONG VISIT KNOXVILLE’S SOCIAL MEDIA
ACCOUNTS BY SEPTEMBER 2016.
Strategy 1: Utilize social media apps such as Facebook, Twitter, Instagram and
Snapchat to showcase the unique beauty of Knoxville.
Tactic 1: Utilize Facebook’s new Live feature to showcase some of the talent that
comes to the WDVX Blue Plate Special as well as interacting with visitors coming
through Knoxville that might tag “Knoxville, Tennessee” as the location.
Twitter would be an appropriate platform for the center to use for hashtags
that people can use all around Knoxville such as “#KnoxEats” and “#KnoxvilleLive”
to promote the best places to eat and the happenings around Knoxville that visitors
and even locals might use. Hashtags #utk or #vols could also be used when
specifically targeting those visiting the campus. Similarly, Visit Knoxville could work
with the Convention Center to see if incoming meetings are using specific hashtags,
which is increasingly common, and target information to those groups to personally
welcome them to the city and invite them to the center (See page 30).
Instagram would be a useful platform to feature local restaurants, concerts,
events and behind-the-scenes at the center. People on Instagram already utilize the
hashtag of “#KnoxRocks” and that has been extremely successful. Instagram users
are attracted to high-quality images. It is important in majority of these social media
tactics to create organic content but still acknowledge other user’s content (See
page 29).
Strategy 2: Develop new ways for users to engage with Visit Knoxville’s social
media
Tactic 1: We suggest creating a Snapchat geo-filter that can be used all over the
downtown Knoxville area that is the Visit Knoxville logo and building.
Tactic 2: We suggest coming up with a weekly contest or give-away for the best
use of the geofilter or Instagram picture. It would not have to be an expensive prize
but could be something as simple as a voucher for a free cup of coffee at one of
the Blue Plate Special performances.
Tactic 3: We also suggest having someone respond to the comments and
engagements that are made on the social media accounts to foster a two-way
dialogue and additional engagements on the social media sites.
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26. OBJECTIVE 2
TO INCREASE OVERALL ATTENDANCE TO THE VISITOR’S
CENTER BY 10% DURING THE 2016 ACADEMIC SCHOOL
YEAR.
Strategy 1: Utilize various forms of communication channels to distribute a newly
updated video.
Tactic 1: Run the updated video at the Visitors Center.
Tactic 2: Upload the video to Visit Knoxville’s Vimeo account. Vimeo ensures
for higher quality videos.
Tactic 3: Share this video on social media. Post it to the Facebook page, post
a link to it on Twitter, put it on the front page of the website, and post a short
teaser clip to Instagram. Use the Vimeo video link when sharing the video on
social media.
Tactic 4: Create a YouTube channel as a way that visitors can share their own
experiences. Videos would have to be submitted and approved before
posting on the channel, but this would provide a way to showcase different
experiences and perspectives on Knoxville.
Strategy 2: Utilize the interstate to promote the Visitors Center as a destination.
Tactic 1: Create a billboard on I-40 East (this direction will ensure visitors from
Memphis, Jackson, Nashville, Franklin, Chattanooga, and other smaller towns
will come in contact with it) stating where the Visitors Center is and what it
has to offer (See page 32).
Strategy 3: Utilize hotels in downtown Knoxville, Cumberland, Bearden, and Turkey
Creek to increase knowledge visitors have of the Visitor’s Center.
Tactic 1: Advertise the Visitors Center on hotel key cards. By contacting the
company on the back of the hotel key card, that company can contact the
hotels they produce cards for and find advertising deals for the Visitors Center
within the area (See page 33).
Tactic 2: Engage hotel concierges to encourage them to send guests to the
center for the Blue Plate Special and for additional information. Host a
breakfast or luncheon for key hotel concierge staff to let them know about all
that the center offers.
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27. OBJECTIVE 3
INCREASE THE NUMBER OF VISITORS WHO OBTAIN
INFORMATION ABOUT VISIT KNOXVILLE BY 30% IN THE
NEXT 12 MONTHS.
Strategy 1: Create one new booth within the airport located by baggage claim to
attract visitors who are in town for business, college tours, football games, and
other recreational activities.
Tactic 1: The new location would be minimal in size, yet extremely
interactive. Installing an iPad and brochure storage space within the airport
that is easy for visitors to access when they arrive in Knoxville. The iPad will
allow guests to sort through a directory of sorts and narrow down what they
are looking for into categories.
Tactic 2: Transform available space in the airport, near the baggage claim,
into a satellite visitor’s center to house the information and knickknacks
available for purchase.
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28. OBJECTIVE 4
INCREASE WEEKLY VISITS AMONG UNIVERSITY
TRAVELERS, (E.G., CAMPUS VISITORS AND FOOTBALL
TRAVELERS) BY 25% WITHIN THE NEXT 12 MONTHS.
Strategy 1: Create a weekly event to target travelers to Visit Knoxville.
Tactic 1: Send invitations to area hotels to share with guests for a weekly event at
the Visitors Center. The event will have representatives from different restaurants,
shops and entertainment destinations available to speak with interested publics.
This gives local businesses an opportunity to gain exposure through giving away
samples, coupons, merchandise and menus to attract visitors to various local spots
during their stay.
Tactic 2: Use the website to promote the event with email blasts.
Tactic 3: Distribute an invitation to the event in new student orientation packages
through the University of Tennessee.
Tactic 4: Share information about the Visitors Center and weekly event with the UT
Parents Association and ask them to include the information in their weekly email to
parent members.
Strategy 2: Create local deals to save visitors money.
Tactic 1: Partner with local restaurants, event venues, and other attractions, like the
Women’s Basketball Hall of Fame, to save visitors money by creating package
deals. For example, work with concert venues and restaurants to sell two concert
tickets and a food voucher at a restaurant close to the venue for a slightly
discounted price. Similarly, create a combo ticket for key attractions like the Hall of
Fame and Knoxville Zoo that is slightly less expensive than buying the tickets
individually. Make these packages available only at the Visitors Center. This way, not
only would guests receive cheaper prices and come to the center, but local venues
and restaurants would receive free advertising as well. Furthermore, restaurants and
attractions could work with the visitors center to drive traffic during their off-peak
hours for even greater savings (See page 38).
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29. KEY MESSAGE
Knoxville is a city of endless opportunities. You just need to know where to find them.
MESSAGES
Primary Message 1: There’s more to Knoxville than just the UT campus.
Secondary Message: Visitors during football season and prospective students in
town for college tours have more to see than just the UT campus and “The Strip.”
The Visitors Center has knowledge of all the hip restaurants, bars and shops in
various parts of Knoxville.
Secondary Message: (Research shows that live music is extremely popular among
a younger crowd.) Every Saturday, the Visitors Center provides free, live music for
guests. Check out local bands at the Blue Plate Special, and also learn about
various venues and activities available in the Knoxville area.
Primary Message 2: Plan your visit while in Knoxville by engaging and connecting with
the Visitors Center through various forms of social media.
Secondary Message: Follow the Visitors Center on Twitter, Facebook, YouTube and
Instagram see what’s going on in Knoxville during your stay.
Secondary Message: Visit www.visitknoxville.com to obtain knowledge of events,
activities, restaurants, and hotels in the Knoxville area, and learn about all the
Visitors Center has to offer.
Primary Message 3: The Visitors Center has information for young visitors.
Secondary Message: The Visitors Center has information about popular venues and
activities all in one concise location. Visitors can explore all the various options and
plan their trip with one simple trip to the center.
Secondary Message: Are you wondering what to do on your Saturday in Knoxville?
Every Saturday morning, local venues send representatives to the Visitors Center to
inform visitors of their business while also providing samples, merchandise and
coupons. Visit our website to see which businesses will be attending during your
stay.
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30. EVALUATION OF OBJECTIVE 1
Objective 1: To increase the following of Visit Knoxville’s social media
accounts by 500 followers by September 2016.
It is suggested that the Visitors Center use social media apps to create more
organic content for its accounts. These apps can be managed through Hootsuite
and HubSpot to make the content more manageable. These apps can also help
evaluate the overall reach, peak times and following of the Visit Knoxville social
accounts. We also suggest creating a Snapchat geo-tag than can be used all
throughout the downtown area that helps promote Visit Knoxville. We can further
evaluate the strategies and tactics for this objective in these ways:
• Social Media Apps: Use applications such as Facebook, Twitter, and
Instagram to create organic content for Visit Knoxville. These can be measured
through a variety of different tools such as Google Analytics and Hootsuite that
will allow the organization to fully understand its impact on social media.
• Snapchat Geofilter: This will be designed through an Adobe app that can
then be sent to Snapchat and activated through the organization for the entire
downtown area. Many people on visits like to show where they are in the U.S. or
the world, and this would be a perfect opportunity to have a Visit Knoxville
specific filter.
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31. OBJECTIVE 1 TACTIC:
INSTAGRAM POSTS
29

32. OBJECTIVE 1 TACTIC:
TWITTER POST
30

33. EVALUATION OF OBJECTIVE 2
Objective 2: To increase overall attendance to the Visitors Center by 10%
during the 2016 academic school year.
It is suggested that the Visitors Center updates the current promotional video,
produces interstate billboards, advertises via hotel key cards and engages partners
such as hotel concierges to promote the center as a destination. To evaluate the
reach these products have on potential visitors, we will compare the number of
young visitors who visited the Visitors Center from August 1, 2015-August 1, 2016
to the number of young visitors who visit from August 1, 2016-August 1, 2017. We
can further evaluate the strategies and tactics for this objective in these ways:
• Update current video: Track the number of views the updated video
receives compared to the previous video.
• Survey results: Ask guests to fill out a survey when they enter the Visitors
Center inquiring how they heard about the Visitors Center. Options on this
survey can include the billboard, the promotional video, social media,
advertisements on hotel key cards, etc. This survey will show which
promotional products are effective and which are not.
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34. OBJECTIVE 2 TACTIC:
BILLBOARD
32

35. OBJECTIVE 2 TACTIC:
HOTEL KEY CARDS
33

36. EVALUATION OF OBJECTIVE 3
Objective 3: To increase the number of visitors who obtain information
about Visit Knoxville by 30% in the next 12 months.
To evaluate the third objective of the Visit Knoxville campaign, which involves the
creation of an additional informational booth at the McGhee Tyson Airport, we will
assess the completion and execution of the project as well as the number of people
reached. The completion of the project will result in the physical creation of a
secondary location at the airport and the installation of necessary materials. The
number of users reached will be measured by inventory of materials and use of
interactivity on the iPad service. We can further evaluate the objective by measuring
the success of our strategies and tactics:
• Survey Results: After using the interactive iPad service, which allows
patrons to categorize the types of activities they are hoping to do throughout
their stay, each participant will complete a short survey assessing the
usefulness of the station (See pages 35-36).
• Social Media: The booth will encourage users to ‘Check-In’ on Facebook
to show that they are in Knoxville.
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37. OBJECTIVE 3 TACTIC:
IPAD SURVEY
Welcome to Knoxville! We are so glad to have you here. Please complete the
following questions:
1. How likely are you to go to Visit Knoxville?
a. Very Unlikely
b. Somewhat Unlikely
c. Neither Likely nor Unlikely
d. Somewhat Likely
e. Very Likely
2. Did you find this station to be helpful?
a. Yes
b. No
3. How old are you?
a. Fill in the blank
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38. OBJECTIVE 3 TACTIC:
VISITORS CENTER SURVEY
Welcome to Visit Knoxville, home of Knoxville’s Visitor’s Center. We are so glad to
have you here. Please complete the following questions:
1. How did you hear about Visit Knoxville?
a. Social Media
b. iPad kiosk at Airport
c. From a friend / word of mouth
d. Billboard
e. Hotel keycard
f. Google search
g. Other (please specify)
2. If you found out about us through social media, which form was it from?
a. Instagram
b. Facebook
c. Snapchat
d. Twitter
3. Was your experience helpful?
a. Yes
b. No
4. Would you recommend Visit Knoxville to a friend?
a. Yes
b. No
5. How old are you?
a. Fill in the blank
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39. EVALUATION OF OBJECTIVE 4
Objective 4: Increase weekly visits among university travelers, (e.g.,
campus visits and sporting event travelers) by 25% within the next 12
months.
To evaluate the fourth objective of the Visit Knoxville campaign, which aims to
increase foot traffic by 25%, we will compare the number of visitors to the main Visit
Knoxville location between August 1, 2016 and August 1, 2017. This objective is
designed to allow visitors to receive discounted prices on popular attractions and
increase traffic in partner’s businesses during off hours. For instance, if visitor’s
purchases tickets to a concert at the Bijou through the Visitors Center, the visitors
will receive a discount and vouchers for special incentives at nearby restaurants. By
doing this, Visit Knoxville will provide free advertising for its partners and work with
them to create more business during their off hours. We will measure the strategies
and tactics for the fourth objective in the following ways:
• Partner Survey: At the end of the year-long study we will give partnering
vendors and restaurants a short survey to assess approximate increase in
traffic as a result of bundle deals.
• Internal Evaluation: By calculating the number of participants in weekly
events and keeping an audit of the number of visitors who come to the
Visitors Center, Visit Knoxville can better determine if this objective was met.
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40. OBJECTIVE 3 TACTIC:
EVENT COUPON
38

41. CALENDAR
Following is a proposed calendar for the 2016 - 2017 execution of tactics for
Visit Knoxville. Given that the target audience are Millennials who are visiting
Knoxville for game days, college tours, and business meetings, the strategies and
tactics proposed would have to be executed on a rolling basis. Keeping in mind
that the fall is the peak time for game day and college visits, ideally the objectives
would be implemented prior to the fall season.
We recommend that the proposed objective for social media enhancement
begin immediately and continue as an ongoing process. Many of the other tactics,
including updating the promotional video, creating a billboard, and the production of
new brochures and flyers, all take place in the summer months in order to be ready
for the fall, when most college visits and game days take place. Weekly events held
at Visit Knoxville and bundle deals will begin in August, at the beginning of the
school year, and occur on a continuous basis.
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42. ANNUAL BUDGET
40

43. ANNUAL BUDGET
The total expense budget for the Visit Knoxville Campaign is $39,850.
This budget is based on the objectives provided and the costs to achieve each one.
We recommend that the distribution of the hotel key cards and the concepts for the key
cards and billboards be created by interns or students from the University of Tennessee.
Outsourcing these materials cuts down on costs. The billboard installation and upkeep will
cost Visit Knoxville $450 a month. Furthermore, Facebook page promotion is optional,
though we recommend paying the $1,000 annually to increase sponsorship and followers.
Materials for the booth at McGhee Tyson Airport include update promotional items and an
iPad for customer use. Video production is one of the larger chunks of the budget,
because it is one of the most important materials for Visit Knoxville; however, the
promotional video can be updated bi-annually rather than every year, to cut down costs in
the long run.
Our team contacted PLI Cards, based out of Asheville, North Carolina. The
company specializes in making these custom hotel key cards and helped us with our
estimation for the budget. There is a one-time set up fee of $50 and the keycards
themselves range from 12 to 20 cents. Hotels can order between 1,000 and 10,000 of
these unique cards with the Visit Knoxville advertisement on it. PLI is the world’s largest
hotel keycard manufacturer and already has a relationship with the majority of hotels. The
company is able to contact hotels in the area of our choosing, verify its lock systems and
even manage reorders.
15%
7%
23%
14%
38%
3%
Social Media Campaign
Promotional Video
I-40 E Billboard
Hotel Key Cards
Booth at McGhee Tyson Airport
Restaurant / Hotel Partnerships
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44. ACTUAL SURVEY/COVER LETTER
Greetings and Happy New Year!
You are invited to participate in a very short survey being administered by public
relations students here at the University of Tennessee for our senior capstone project. We
are working directly with Visit Knoxville (Knoxville Convention and Visitors Bureau - the
official Convention & Visitors Bureau for the City of Knoxville and Knox County) to better
understand what motivates people to visit a visitor’s center when traveling. The survey only
takes about 5 minutes to complete.
If you agree to participate, please click on the online survey link located at the end
of this survey. If, at any point if you may decide not to continue participating, simply close
out the website, which immediately logs you out of the survey.
Your participation is voluntary and there are no penalties for choosing not to
participate or for withdrawing from participation at any point while you are filling out the
online survey. As a participant, there are no benefits to, or compensation for, taking part in
this project.
Information you share in this survey will be kept confidential. Data will be stored
securely and will be made available only to the students conducting the study. No reference
will be made in oral or written reports, which could link you personally to the study. We are
also committed to maintaining your anonymity. As such, please do NOT self-identify
anywhere on the survey.
If you have questions at any time about the project, please feel free to contact the
professor, Dr. Lisa Fall at lfall@utk.edu
By continuing to the next page I am indicating that I have read the consent form and am
voluntarily agreeing and that I am at least 18 years old.
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45. ACTUAL SURVEY
Please rate the following questions according to the scale below.
What details are most important to you when planning a getaway? (e.g., driving
distance, affordability, unique experiences, local food, etc.). Please list at least THREE:
43

46. ACTUAL SURVEY
What aspects do you hope to find in a Visitors Center? (e.g., maps, information, gift
items, local crafts, entertainment). Please list at least TWO:
The following demographic information will be used for statistical purposes only.
Responses will only be analyzed collectively – not individually.
Please indicate your residential zip code:
What is your gender?
(1) Male
(2) Female
(3) Other
What is your race?
(1) African American / Black
(2) Asian
(3) American Indian / Alaska Native
(4) Caucasian / White
(5) Hispanic / Latino
(6) Native Hawaiian / Pacific Islander
(7) Other
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47. ACTUAL SURVEY
Please indicate your age.
Which of the following best describes your level of education?
(1) Less than high school degree
(2) High school degree / GED
(3) Some college / no degree
(4) 2 year degree
(5) 4 year degree
(6) Master’s degree
(7) Doctoral / Professional degree
What is your gross annual household income?
(1) Less than $35,000 per year
(2) $35,000 to $49,999
(3) $50,000 to $74,999
(4) $75,000 to $99,999
(5) $100,000 to $124,999
(6) $125,000 to $149,999
(7) $150,000 to $174,999
(8) $175,000 to $199,999
(9) Greater than $200,000 per year
Please type in the name of the student you are representing, so he/she can receive credit for
having this survey completed as part of the class assignment:
45

48. SOURCES
Sandford, Jason. "A Profile of Asheville Tourists and Their Economic Impact, by The
Numbers" Ashvegas. Ashvegas, 25 June 2015. Web. 09 Apr. 2016.
Malek, Mitra. "How Chattanooga Made $1 Billion Last Year from Tourism."
Timesfreepress.com. Times Free Press, 13 May 2015. Web. 09 Apr. 2016.
McGee, Jamie. "Tennessee's Tourism Sector Breaks Economic Record." The Tennessean.
The Tennessean, 18 Aug. 2015. Web. 09 Apr. 2016.
Stroud, Scott. "Nashville Leads Way in Record-setting Year for Tourism." The Tennessean.
The Tennessean, 9 Oct. 2014. Web. 09 Apr. 2016.
"Tourism Research." Asheville Convention and Visitors Bureau. Asheville Convention and
Visitors Bureau, 2014. Web. 09 Apr. 2016.
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