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Region 5 RCMP February 1, 2011 – REPORT Southern Oregon Visitors Association

Region 5 RCMP February 1, 2011 – REPORT Southern Oregon Visitors Association. Five strategies are featured in the Region 5 RCMP for the period July 1, 2010 – June 30, 2011. Each is consistent with strategies identified in previous plans.

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Region 5 RCMP February 1, 2011 – REPORT Southern Oregon Visitors Association

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  1. Region 5 RCMPFebruary 1, 2011 – REPORTSouthern Oregon Visitors Association

  2. Five strategies are featured in the Region 5 RCMP for the period July 1, 2010 – June 30, 2011. Each is consistent with strategies identified in previous plans. Specific goals/tactics within each strategy are described on the following pages, and in the approved plan, which is posted on the Travel Oregon industry site, and on www.southernoregon.org/partners. Following each description is a February 1, 2011 status report. The five strategies are: Strategies • Training • Research • Internet Marketing • Niche Consumer Advertising • PR/Trade Shows/Outreach Marketing

  3. Programs/TacticsStrategy 1: Training

  4. Generally, the majority of customer service training takes place in early spring. The past six months have been extremely busy, however, which suggests partners throughout the region are becoming increasingly familiar with the training and are establishing classes during the shoulder season or, in some cases, in preparation for the holiday season. The affordability of the training is also a great benefit for DMOs. For a nominal buy-in, DMOs can fulfill their responsibility to provide hospitality training in their respective communities. Working together, we can create training that is much more impactful and relevant, and we can put together creative approaches, such as classes + wine tasting, or classes + a jetboat trip, and so on. For the period of this report, SOVA has trained 168 tourism and hospitality professionals in Southern Oregon. Feb. 1, 2011 ReportStrategy 1: Training

  5. We conducted a very large class at Crater Lake (July 14, 2010). 45 employees of both the NPS and Xanterra attended. Other classes conducted in this report period include: Upper Rogue/Prospect, two in Klamath Falls, and a very large (63 attendees) class in Jacksonville. The success of the Jacksonville class demonstrates another benefit of training, because it can bring a community together for the greater good. Jacksonville has been challenged with fractured politics and difficult relations between the Chamber and the local business association. SOVA was steadfast in asserting that customer service training needed to involve everyone – in both groups. Coming together for the training, and for the refreshments and networking afterward, was the first time these two groups had worked together. We hope to help support that momentum for the benefit of all – and the region. Our training contractor (Sue Price) continues to adapt and enhance the curriculum. She creates customized slides for each class to freshen training modules. Secret shopping is a key component. As in previous years, we identify (within the budget) how many individuals can be trained in a given county or community. These direct funds are leveraged by in-kind contributions and financial support from DMOs, businesses, etc. We anticipate there will be interest once again for training on the south coast, and hope to receive support again from Travel Oregon (via Scott West’s department) to offer that training as before. Feb. 1, 2011 ReportStrategy 1: Training

  6. Programs/TacticsStrategy 2: Research

  7. With the changes in the Longwoods Profile, we have placed the budgeted $10,000 ($5,000 for two years) investment back into the RCMP fund. There are several research projects we may reconsider (these are summarized on the previous slide). Other considerations would be to use the resource for advertising, training, PR, or trade shows. At the next meeting of the SOVA Marketing/RCMP Committee, chair Bob Hackett will explore various options with the group. As always, we will communicate closely with Travel Oregon as plans develop. Feb. 1, 2011 ReportStrategy 1: Research

  8. Programs/TacticsStrategy 3: Internet Marketing

  9. July through December 2010 saw significant progress in the strategy areas: Continued investment in Google ads/key words (rogue river, crater lake) to boost rankings and improve traffic; Fully integrated content across all social media platforms with automatic feeds two and from platforms; Regular updates to blogs, and links to other good Southern Oregon travel blogs; Very active on Twitter (current 1,159 follow) Facebook page advertising still fairly modest, but we look forward to the added momentum and opportunity of the TravOR Facebook campaign. Working with partners throughout the region to teach (through presentations to hotel/motel groups, marketing committees, and other small groups) key aspects of Web 2.0, and to share what we’re doing, what we’ve learned, and where we hope to go from here; Feb. 1, 2010 ReportStrategy 3: Internet Marketing

  10. Encouraging the integration of content from area partners by actively seeking partnerships, blog exchanges, cross-linking from all platforms, etc. We’ll depart from what was, for us, a traditional Internet tie-in – that is, the creation of a specific website for a particular print or online campaign. We have found that these “co-op websites” (as we call them), while once very effective, are becoming much less relevant. Instead, beginning with the Travel Oregon Trip Planner co-op, we’ll be using a Facebook campaign (probably photo contest for best southern Oregon vacation memory – still working on this concept – with a contest/giveaway incentive). From July 1, 2010 – December 31, 2010 - FB insights (summary) Interactions , increase 269% New Likes , increase 46% (now at 1,056) Twitter – grew from 350 followers to 1,150 Feb. 1, 2010 ReportStrategy 3: Internet Marketing

  11. Programs and TacticsStrategy 4: Niche Consumer Advertising

  12. Programs and TacticsStrategy 4: Niche Consumer Advertising

  13. Programs and TacticsStrategy 4: Niche Consumer Advertising

  14. Feb. 1, 2011 Report Strategy 4: Niche Consumer Advertising Current marketing opportunities can be found at www.southernoregon.org/partners. Nearly all of the campaigns listed above are SOVA partner funded (not RCMP). A financial summary at the end of this report shows RCMP resource allocations for strategies described in this report.

  15. Programs and TacticsStrategy 5: PR/Trade Shows/Outreach Marketing

  16. Feb. 1, 2011 ReportStrategy 5: PR/Trade Shows/Outreach Marketing

  17. Feb. 1, 2011 ReportStrategy 5: PR/Trade Shows/Outreach Marketing

  18. Feb. 1, 2011 ReportStrategy 5: PR/Trade Shows/Outreach Marketing

  19. SOVA commissioned a Grants Pass artist to create a new one-of-a-kind booth display. The hand-painted panels depict Southern Oregon scenes, and can be suspended in a variety of ways. Feb. 1, 2011 ReportStrategy 5: PR/Trade Shows/Outreach Marketing

  20. Feb. 1, 2010 Report Budget 2009-2010 • Pending review and consideration by SOVA Marketing/RCMP Committee. • NOTE: It is possible that some strategies may finish the year under budget, in which case we will show deferred revenue into the next RCMP cycle.

  21. Contact Information Southern Oregon Visitors Association Carolyn S. Hill, CEO Mailing Address: PO Box 1645 / Medford, OR 97501 Office Location: 673 Market St. / Medford, OR 97504 Phone (541) 552-0520 / Fax (541) 552-1073 office@southernoregon.orgCarolyn@southernoregon.orgwww.southernoregon.org Industry website: www.southernoregon.org/partners

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