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PA Dutch CVB Member Briefing

December 5, 2012. A special thanks to our sponsors: and to Elizabethtown College for hosting this meeting. PA Dutch CVB Member Briefing. Agenda. Welcome President Search Update Marketing Campaigns Fiscal Issues. Our Mission.

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PA Dutch CVB Member Briefing

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  1. December 5, 2012 A special thanks to our sponsors: and to Elizabethtown College for hosting this meeting PA Dutch CVB Member Briefing

  2. Agenda Welcome President Search Update Marketing Campaigns Fiscal Issues

  3. Our Mission To increase visitation to Lancaster County for the purpose of maximizing economic prosperity and employment opportunities for the destination.

  4. President Search Scott Miller, Chair PA Dutch CVB Search Committee

  5. Marketing Campaigns

  6. Marketing Campaigns • Harvest Season Campaign Metrics • Christmas Campaign Plans • Moving Forward – 2013 • Campaign shift • Seasonal initiatives

  7. Fall Interactive Campaign • Comprised of 5 major elements • Social Media Components (Paid promoted posts on FB) • Placement on TripAdvisor.com • Traditional re-targeting • Search re-targeting • Email distribution

  8. Lancaster County Christmas • Message: • Make a visit to Lancaster County a holiday tradition • Call to Action: • Visit LancasterCountyChristmas.com for more information.

  9. Holiday Traditional Media Components • Target Markets & Media: • Philadelphia DMA (TV & radio) • Combined Reach/Frequency: – 75.6%/6 • Harrisburg DMA (TV only) • Reach/Frequency: TV – 83.2%/5 • Flight Dates • Weeks of 11/19, 11/26, 12/3, and 12/10 • B101 Trivia game “Lancaster County Christmas” • On air and on B101’s website • Targeted post on Facebook to B101 listener area

  10. Holiday PR & SM Components Public Relations: • Lancaster County Christmas-based wish list of holiday ideas • Targeted pitching & press tweets Social Media: • Blog Series – 25 days of Lancaster County Holiday Traditions • Promoted Facebook posts

  11. Holiday Interactive Components • Increase of SEM spend • Lancaster County Christmas landing page • Re-targeting buy • Themed TravelGuides

  12. Moving Forward - 2013

  13. Moving Forward - 2013 • Simply Lancaster County • What we envision • Treasure • A Simple Sunrise • Ann Arbor • Seasonal Initiatives • Spring – Interactive Campaign • Summer – Traditional Media and Interactive • Fall – Interactive Campaign • Holiday – Traditional Media and Interactive

  14. Fiscal Issues

  15. 2013 Budget Overview Note: 2012 Received one month of Hotel Tax Revenue

  16. 2013 Budget Overview Notes: * excluding salaries/benefits

  17. Fund Balance Projection Notes: Assumes no new revenue streams and 2.5% annual growth in tax revenue.

  18. Sales Department Allocation

  19. Sales Department Allocation

  20. Trade Shows by Market

  21. Marketing & Budget Summary • Leisure media spend of $1.6 million will be comprised of new TV spots, interactive campaign, and possibly radio, print, and outdoor. • $1.6 million will be spent entirely on the “destination” message. • Sales department budget includes a 40% increase in event investment (bid fee) dollars. We will be very aggressive in going after county-wide events. • Trade show and sales mission schedule will remain robust. • While the declining fund balance is a concern, the CVB will continue to focus on strategically marketing our destination in an efficient and effective manner. Fulfilling our mission is paramount.

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