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Region 5 RCMP Southern Oregon Visitors Association

Region 5 RCMP Southern Oregon Visitors Association. Report Date: August 1, 2011 Report Period: 7/1/2010 – 6/30/2011. Strategies. Five strategies are featured in the Region 5 RCMP for the period July 1, 2010 – June 30, 2011.

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Region 5 RCMP Southern Oregon Visitors Association

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  1. Region 5 RCMPSouthern Oregon Visitors Association Report Date: August 1, 2011 Report Period: 7/1/2010 – 6/30/2011

  2. Strategies • 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 briefly summarized on the following pages. *. • The five strategies are: * Following each summary, please see slide labeled “Aug. 1, 2011 Final Report” • Training • Research • Internet Marketing • Niche Consumer Advertising • PR/Trade Shows/Outreach Marketing

  3. Programs/TacticsStrategy 1: Training

  4. Aug. 1, 2011 Final ReportStrategy 1: Training • Background: Please see background notes from previous year reports. • Goals & Notes: The SOVA/RCMP Marketing Committee remains committed to this concept as absolutely essential to the health and prosperity of the industry in Southern Oregon. SOVA has consistently led efforts throughout the region and state and has participated actively in curriculum development for online modules (the “Q Care”). • Discipline: Classroom instruction offered through partnership with area DMOs and attractions. • Target Audience: Frontline workers and managers in hospitality industry. • Details: Program customizations like secret shopping, MUST SEE collateral (special cards with area attractions), funding matrix by county to ensure equitable allocation, leverage of RCMP dollars by private and public partner investments, development of advanced training. • Key partners: DMOs, major attractions, Travel Oregon. • Noteworthy Accomplishments: With interest and momentum still very strong in Southern Oregon, we have continued certifying front-line employees in the Q, and have added a more advanced layer of training for managers. • We now offer two courses: 1) Building a Customer Service Foundation; and 2) How to be a Customer Service Coach. The first is for front-line hospitality workers, and the second is for managers. Both continue to be extremely well-received, and interest and demand remains robust. • The classes are very well-received and our contractor has been asked several times this year to provide a report (using notes acquired during “secret shopping”) outlining next steps for attractions or hotels, etc. to improve their customer service. • The addition of a completely new class – one designed for managers rather than front-line hospitality workers – has proven extremely popular and we anticipate further work on this type of curriculum. • Do what you do so well that they will want to see it again and bring their friends.WALT DISNEY

  5. Aug. 1, 2011 Final ReportStrategy 1: Training

  6. Programs/TacticsStrategy 2: Research

  7. Programs/TacticsStrategy 3: Internet Marketing

  8. Aug. 1, 2011 Final ReportStrategy 3: Internet Marketing • Background • Please see background notes from previous year reports. • Goals & Notes • One of our chief goals continues to be the addition of content and interaction throughout our social marketing networks, especially Facebook. To that end, we participated with Travel Oregon/Sparkloft Media on the spring ‘Adventurecation’ campaign. This successful campaign yielded amazing results. • Because of our pay-to-play format, we are always focused on marketing goals that help drive as many qualified leads as possible to our marketing partners. • Other goals include offering opportunities for consumers to create content, motivating them to enter contests and/or sign up for our newsletter, developing suggested drives/itineraries online as animated maps, for leisure travel market, both domestic and International. • Noteworthy Accomplishments • 2011-2012 edition of the Southern Oregon Vacation Guide is accessible from every page of our flagship site, via an elegant interface created by our printer, Journal Graphics. • Development and launch of southoregon.mobi (mobile site). • Development and launch of new cms (for flagship site southernoregon.org). • Participation in Travel Oregon/Sparkloft “Adventurecation” Facebook campaign. Attached is the overview report showing the period July 1, 2010 – June 30, 2011.

  9. Programs and TacticsStrategy 4: Niche Consumer Advertising

  10. Aug. 1, 2011 Final Report Strategy 4: Niche Consumer Advertising • Background • Please see background notes from previous year reports. • Goals & Notes • Focus on niche markets identified by SOVA Marketing/RCMP Committee. Expand participation where appropriate in International markets. • Increase opportunities in multi-media campaigns (print, radio, and internet). Complete media plans can be found online at www.southernoregon.org/partners. • Noteworthy Accomplishments • We continued to expand and refine the new positioning statement created in the 2008-2009 year. Simply stated: • Southern Oregon offers the ultimate road trip with a diversity of natural and authentic experiences, unmatched in Oregon, filled with value, spirited people, world-renowned attractions, and diverse landscapes. Unique selling propositions identified: • World-renowned attractions – Rogue River, Steens Mountains, Umpqua River fly fishing, beaches, Bandon Dunes, Crater Lake, Oregon Shakespeare Festival. • Passionate people: authenticity, rural pride, funky friendliness, connections • Rich History: Jacksonville, tribal history, Applegate Trail • Quality and abundance of scenic byways • Diversity of natural experiences: wild rivers, fishing, whitewater adventures, mountains, lakes, sunny weather, artisan foods/culinary, emerging wine region • Various advertising mediums (print, Internet, radio, et al) centered around the 2009-2011 brand and positioning developed by the Marketing/RCMP committee. We’ve made a subtle shift to develop messages around three types of travelers: • 1) Exploring adventures – active vacationers, golf, boating, jet boats, fishing, rafting, snow sports. • 2) Good life – wine, culinary, theater, festivals, museums & galleries. • 3) Nature’s best – unlimited outdoor opportunities, campgrounds, trails, wildlife viewing, hiking.

  11. Aug. 1, 2011 Final Report Strategy 4: Niche Consumer Advertising • Noteworthy Accomplishments, cont. • New creative campaign rolled out successfully in 2009 to support positioning and selling propositions. This will continue through 2011, and as with all of our creative, we seek, to support the look and feel of Travel Oregon’s brand, thereby leveraging our investments further. The format is compatible with our cooperative marketing structure, and features the tagline “Ultimate Road Trip” • Comprehensive media plan for SOVA available online @ www.southernoregon.org/industry • See media plan for campaign details, including publication and/or website circulation and impressions, media costs, partner co-op income, sample creative, et al • SOVA media plans are subject to change without notice

  12. Aug. 1, 2011 Final Report Strategy 4: Niche Consumer Advertising Top-Line Summary – SOVA Cooperative Marketing Campaigns

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

  14. Aug. 1, 2011 Final ReportStrategy 5: PR/Trade Shows/Outreach Marketing Background Please see background notes from previous year reports. Goals & Notes 1) Media Relations, including FAMs/Travel Writers: Continue to develop relationships with broad cadre of respected and well-connected travel writers and editors. Improve local PR resources, allowing Southern Oregon to more effectively respond to opportunities presented by Travel Oregon. Because small rural businesses generally lack the resources to respond to media leads, this is an important priority for the SOVA/RCMP Marketing Committee. 2) Trade Shows: Improve trade show opportunities by leveraging investments of SOVA and area partners, and retain a tight focus on specific demographics/psychographics. Noteworthy Accomplishments Media Relations:We have continued to apply creative resources to our media relations endeavors, which can be thought of in two categories: 1) PR opportunities and leads brought to us by Travel Oregon; and 2) contacts we have created and sustained, as well as unsolicited contacts via our website. Both areas have seen significant resource investment this year. PR: Continued emphasis in developing positive industry messaging and relationship-building throughout Region 5 and beyond. Participation in Tourism & Hospitality Consortium, lobbying efforts, ODMO, Economic Development organizations, VCB’s throughout Region 5, and more.

  15. Aug. 1, 2011 Final ReportStrategy 5: PR/Trade Shows/Outreach Marketing Continued – Writers, Tour Ops, etc. – partial list July 2010 – June 2011 Travel Writers and Group & FIT Fam Itineraries 2010 Net Travel Allied T Pro Canadian Toronto Star Chinese Bloggers Complete North America Tours French Tour Operators Horizon Air Hotel Beds Kimchigun Chinese Blogger Oregon Live ObjetifAmeriques Pacific Northwest Vacations Portland Monthly Southern Oregon Breweries Trazzle Writer VIA Magazine Association News 2011 Roy Stevenson America Unlimited America Journal Tourico Courier Magazine Dutch Tour Operators Family Magazine Lost Treasures Group Tour Magazine Iris Koepke Jay Jones (Las Vegas Newspaper) Korean Film Crew Mountain Biking Motorcycle Story Nancy Federmen National Geographic NTA Courier – National Parks New York Times Northwestern Outdoor Radio NW Magazine NW Outdoors Pacific Northwest Vacations Page and Moy Portland Magazine Quarter Horse Magazine Selling Long Haul OTHER GO SEE TELL Matt Dillon Promo Cycling Itinerary National GEO Media Request Form 2010/11 Travel Oregon FAM Suggestions Various Big Daddy Suggestions

  16. Aug. 1, 2011 Final ReportStrategy 5: PR/Trade Shows/Outreach Marketing • Continued • 2) Trade Shows: Focus on three to five shows per year in most desired market (SF Bay Area). For this report period, we attended the following trade shows: Sacramento Sports Show; Sunset Celebration Weekend; Go West, Pow Wow, Canada sales mission. • We have continued to provide affordable opportunities for tourism partners to buy-in via a co-op structure. This has been extremely successful. • Our trade show contractor (Sue Price) works on an ongoing basis to research and identify show opportunities. • Travel itineraries are developed and posted on our website, as are special offers tied to consumer shows. • We also dovetail consumer advertising campaigns in the SF Bay Area with trade shows and unique websites for coupons, travel discounts, and messages from co-op partners. • These well-coordinated efforts continue to leverage investments in all areas – print, radio, Internet, and trade shows -- to extend the Southern Oregon brand.

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

  18. Aug. 1, 2011 Final Report

  19. Contact Information Southern Oregon Visitors Association 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.orgwww.southernoregon.org Industry website: www.southernoregon.org/partners

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