1 / 31

Strategic Plan Report

Strategic Plan Report. Strategic Priority: Branding Strategy No information to report for 3 rd quarter. Strategic Priority: City Tourism Products. Success Indicator. The city will be featured notably on the PA Dutch CVB website and in its e-marketing initiatives.

bikita
Download Presentation

Strategic Plan Report

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Strategic Plan Report

  2. Strategic Priority: Branding Strategy No information to report for 3rd quarter.

  3. Strategic Priority: City Tourism Products

  4. Success Indicator • The city will be featured notably on the PA Dutch CVB website and in its e-marketing initiatives. • Increase in web presence • Increase in number of events highlighted • Downtown Lancaster Facebook page (main -6,200) • Videos on our YouTube page (total views - 21,000) • Additions to PaDutchCountryBlog.com      

  5. Success Indicator • Increase in web presence

  6. Examples of Facebook messages on the Lancaster, PA page Note the number of comment beneath it

  7. New Downtown YouTube Videos • Commercial Outtakes (young couple) 80 views • Commercial Outtakes(single woman) 114 views • Total Downtown Lancaster Views: 1,539

  8. New Blogs Specific to Downtown Lancaster • Maplehofe Dairy @ Central Market • Lancaster Science Factory • Chestnut Hill Café & DogStar Books • Total Downtown Posts Pageviews: 17,161

  9. Examples of Tweets Specific to Downtown Lancaster

  10. Success Indicator • Benchmark metrics are developed in 2009 for the number of guests who visit the Lancaster Visitors Center. (3% inc. in 2010 & 5% in 2011) • Since its mid-April • opening, we’ve • welcomed nearly • 25,000 visitors • 4/13 – 9/28, (2007)* 4/13 – 9/28, 2009 • 13,730 24,785 • 80.5% increase

  11. Success Indicator • The number of city-based members increases by at least 25 net members year over year. • 25 new city-based members have joined since January, accounting for $14,085 in revenue. • (Downtown  51)

  12. Strategic Priority: Meeting & Convention Destination

  13. Strategic Priority: Meeting & Convention Destination

  14. Success Indicator • Will provide qualified leads for at least four • Priority 1* & 2** bookings to result in overflow rooms in 2010; and eight in 2011. • * 500 rooms peak night / ** 300 rooms peak night

  15. Other New Business • New business w/total room nights in excess, but not meeting Priority 1 & 2 criteria.

  16. Success Indicator • $506,000 in LCCC rental space and F&B revenue • will be generated by 12/31/09; $TBD by 12/2010; and $TBD by 12/2011.

  17. Strategic Priority: County’s Rich Culture

  18. Success Indicator • The web, Map & Overnight Getaway Guide, and Group Planning Guide will highlight the county’s rich culture. MOGG Outline Rich Culture of Amish and beyond, with specific reference to Sight & Sound’s new Joseph, the Civil War Trail, Lancaster’s 300th anniversary activities, and other festivals & events (i.e., mud sales) GPG Copy “Imagine talking to an Amish farmer about his daily work as the sun sets over his shoulder in a field near the village of Intercourse, or exploring Strasburg and the role of Pennsylvania’s mighty railroads in our nation’s history, or the enticing aroma of local fresh-baked goods in Downtown Lancaster’s famous Central Market.”

  19. Success Indicator • Increase total number of impressions related to articles and stories promoting Lancaster County’s rich culture. 2009 is a benchmark year. MOGG Outline Rich Culture of Amish and beyond, with specific reference to Sight & Sound’s new Joseph, the Civil War Trail, Lancaster’s 300th anniversary activities, and other festivals & events (i.e., mud sales) GPG Copy “Imagine talking to an Amish farmer about his daily work as the sun sets over his shoulder in a field near the village of Intercourse, or exploring Strasburg and the role of Pennsylvania’s mighty railroads in our nation’s history, or the enticing aroma of local fresh-baked goods in Downtown Lancaster’s famous Central Market.”

  20. Strategic Priority: Niche Marketing

  21. Success Indicator • There are year over year increases in itineraries downloaded and Visitor Center distribution of niche materials • 2556 itineraries have been downloaded this year; • a 34% increase over the same time period in 2008.

  22. Success Indicator • Create themed e-blasts resulting in year over year • increases in sign-ups for the e-blasts. • We’ve experienced • an average growth • of 1,222 subscribers • per month • We now have 123,000 • subscribers; an 11% • increase from ‘08

  23. October Halloween Happenings Harvest / Fall Festivals November Couples Getaway 5 Great Events in Lancaster County December Winter/Holiday Events/Getaway January Winter Vacation Value and Savings 5 Great Events in Lancaster County Themed TravelGuide Schedule

  24. Vision: Lancaster County is the most compelling experiential destination in America.

  25. Entrepreneurial/Product Development Class – class project • Posted all newly-developed group experiential product • Surveyed members to identify all existing experiential product • Reviewed by Strategic Plan & Vision Task Force • Uploaded to site or responded to submitting members • New Quality Control Task Force created

  26. fini

More Related