slide1 n.
Skip this Video
Loading SlideShow in 5 Seconds..
The City of Detroit “Promoting Detroit on the Internet” PowerPoint Presentation
Download Presentation
The City of Detroit “Promoting Detroit on the Internet”

The City of Detroit “Promoting Detroit on the Internet”

180 Views Download Presentation
Download Presentation

The City of Detroit “Promoting Detroit on the Internet”

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. The City of Detroit “Promoting Detroit on the Internet” Submitted by: Ann Bollinger Gigi R. Moore John J. Davis August Myers Khalfani Stephens Saran Hartley

  2. Executive Summary

  3. Executive Summary • We will present a plan for using the internet to promote Detroit, which will: • Improve the city’s image • Increase long-term revenue

  4. Executive Summary Where we are • Home to the Big three • New Casinos, Airport Expansion, Comerica Park, Ford Field etc. • GM's headquarter expansion, riverfront and hotel renovation, Compuware and Campus Maritus, • Violent crime in Detroit is the lowest it's been in 30 years,

  5. Executive Summary Where we are • Solid growth in visitors for 9 consecutive years • Above average growth in 1999 (4.1%: 2.6%) • 69% of travel to Metro Detroit was for leisure • Day trips accounted for 6.5 million visitors • More than half of all visitors came from Midwest • Increased capacity (dining, rooms, shopping)

  6. + Toronto Chicago “Suburbs” Minneapolis Cleveland + - Fun/ Entertaining Detroit - Safe/ Clean

  7. Current Environment and Trends

  8. Current Environment and Trends • Over 174 million households have internet access and growing @ 2 million users/month • The internet is the # 1 medium for disseminating travel information • Detroit’s current site is not geared to facilitate this trend

  9. Current Environment and Trends

  10. Current Environment and Trends • Promotion of cities via the internet is growing exponentially • Push for outsourcing of municipal web development • Move towards more interactive sites • “Gotta Have More” attitude increases complexity and time • Travel deemed one of the top 5 most addictive categories on the web.

  11. Current Environment and Trends

  12. Current Environment And Trends Our Competition • Chicago • Toronto • Minneapolis • Cleveland

  13. Current Environment And Trends Our Bench Mark Criteria • Functionality: accessibility, speed, navigation • Design: user friendliness, aesthetics, layout • Content: purpose, message, quality, clarity • Originality: innovation in content, creativity • Professionalism and Effectiveness: customer service, client respect

  14. Current Environment And Trends Our Bench Mark Criteria

  15. Current Environment And Trends Bench Marks (cont.) • Clear and Concise • Good Visuals (not overloaded) • Maintained by the municipality

  16. Current Environment And Trends Bench Marks (cont.) • •Provide Access to City Services • •Attract Businesses and Visitors • Web Site Maintained Internally – 6 Employees • Engaged Services of D &T to Develop Current Site • Major Redesign for Personalized Portals

  17. Current Environment And Trends Bench Marks (cont.) • •Provide Access to City Services for Toronto Citizens • Support Economic Development Strategy – Including Attracting Businesses and Visitors • Web Site Developed Internally – 23 Employees • Engaged Services of IBM to Develop Current Site

  18. Environment And Trends How we see it • Every major metro-area has a website • Detroit has a “me-too” product • Detroit’s closest competitors’ differentiation strategy is killing us • A properly designed web-site can be a big draw


  20. Strengths Weaknesses Oportunities and Threats

  21. SWOT Official City of Detroit Web-Site • STRENGTHS • Provides local residents with info. about city Departments • Strong emphasis on educational links • Links exist to current and future city plans for development

  22. SWOT Official City of Detroit Web-Site • WEAKNESSES • Home Page does not differentiate information for citizens, visitors, and potential businesses • Cultural/Entertainment link does not provide detail on current events • Some city links lead to error messages • Parking and transportation information not readily available

  23. SWOT Official City of Detroit Web-Site • WEAKNESSES • Budget Constraints • Calendar of Events links to DMCV which does not focus on City events

  24. SWOT The Detroit Metro Convention Visitors Bureau • STRENGTHS • Excellent address name ( • Near comprehensive calendar of events

  25. SWOT DMCVB (Cont.) • WEAKNESSES • Focus on business and convention • No listed special events are in Detroit proper • Poor verbiage • Image library • Contact us

  26. A light at the end of the tunnel

  27. Our marketing plan

  28. Our marketing plan What we want to accomplish • Promote a better image of Detroit via the internet • Increase site use by 15% yearly • Increase # of regional visitors by 5% yearly

  29. Our marketing plan How we're going to get there • Focus on Midwest travelers, our target market • Develop a customer oriented marketing strategy • Complete a comprehensive review of our target market’s expectations • Incorporate municipal web-site “Best Practice” techniques

  30. Hitting the target Price: Free Place: The World Wide Web Promotion: follow the action plan to make the Detroit Web-site more effective Product: a visit to Detroit

  31. Our marketing plan Getting there (cont.) • Procure prime space on premier search engines • Coordinate efforts with the DMCVB to emphasize Detroit • Make the list of events on the website more comprehensive • Keep current (i.e. current year’s dates and events)

  32. Our Marketing plan Getting there (cont.) • Parking/ transportation info. to be added • Explore on-line reservations options • Coordinate interdepartmentally to insure a consistent message on-line with other media • Plan and budget for ongoing site development

  33. Our Marketing plan Controls • Progress will be evaluated & monitored by tracking: • The number of visitors • Total dollars spent by visitors • Web development costs • Number of user sessions • Numbers will be tracked for the City of Detroit specifically, not as part of consolidated Metro Detroit numbers

  34. Our Marketing plan Contingency Plan • Instead of accessing information via the web, information will be available via print media / collateral • A basic welcome center needs to become the focus of Detroit so that information is readily available • Purpose is to share information previously created and to continually review and update the information

  35. Our Marketing plan Contingency Plan • Print media must be as accessible and dynamic as information found on the Internet • Success will be determined by the speed of dissemination, access, and convenience • Marketing strategy, target market, the four P’s and various action items would be similar to those outlined previously


  37. That's a wrap