TMD Task Force powerpoint
- 1. TMD ESTABLISHED JULY 2010 1
- 2. Seeking Best ROI for TMD Strategic Marketing Group Establishes Benchmarks & Goals • Marketing Analysis • Industry Outreach • Recommendations based on highest ROI 2
- 3. Measurable Goals • Website Sessions • Paid Advertising Equivalency • E-Marketing Reach • Hotel Occupancy 3
- 4. TMD Plan: Six Primary Areas of Focus 4 • Brand Development • Expansion of Media Reach • Travel Media Exposure • Online Marketing • International Leisure (UK) • Corporate Meetings Market/Group
- 6. Expansion of Media Reach Media Buy More Than Triples $800,000 $700,000 $600,000 $500,000 $400,000 $300,000 $200,000 $100,000 6 $0 Budget Growth for Direct Advertising 2009/2010 2014/2015
- 7. Travel Media Exposure Goal: Increase PAE by 20% Annually* 7 * $8 Million by 2014/2015
- 8. Three Year Average Up from $4M to $11M 8
- 9. Online Marketing Initiatives Goal: Increase Traffic from 300K to 450K in Three Years 9 • Web Site • Social Media • E-Marketing
- 10. Website Growth Doubles 2009 to 2014 10 800000 600000 400000 200000 0 Website Visits: 2009 to 2014 June 09/10 June 10/11 June 11/12 June 12/13 June 13/14
- 11. Website Visit Growth by Month FY 09/10 and FY 13/14 11 90000 80000 70000 60000 50000 40000 30000 20000 10000 0 2009/2010 2013/2014
- 12. Corporate Meetings 12 • Brand Development • Marketing Initiatives • Leads
- 13. Corporate Meetings 13 Advertising Initiatives: • Cvent • Meetings Focus • Silicon Valley Business Journal • Google Adwords/YouTube/Facebook • Meeting Professionals International (MPI) Perspective Magazine
- 14. Corporate Meetings 14 Destination Presence At Trade Shows: • MPI Northern California Chapter Annual Conference & Expo 2015 • Sponsorship of MPI Professional Education Program
- 15. International Marketing- UK 15 • Visit CA • Brand USA • Black Diamond • Pow Wow Trade Show • Go West Trade Show
- 16. International Marketing- UK 16 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 Web Traffic from the UK increases 130% 2009 2014
- 17. Market Development: Contracts With Local Hotels Grow from 3 to 50 17 • Bonotel • Bon Voyage • Virgin Holidays • New World Travel • Meeting Point North America
- 18. Recap of TMD Goals and Results 18 • Website Sessions- 300K to 600K • Paid Advertising Equivalency- $3.9M to $14M • E-Marketing Reach- 15K to 30K • Occupancy…
- 19. Annual Occupancy Increases 28.5% Last 5 Years* 19 80.0 60.0 40.0 20.0 0.0 Occupancy Percentage Five Year Trend 2009 - 2013 YTD 2009 2010 2011 2012 2013 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec *as reported by Smith Travel Research, Inc.
- 20. Percent Change in Occupancy By Quarter* Santa Cruz County- 2009 to 2013** 20 80% 70% 60% 50% 40% 30% 20% 10% 0% Quarter 1 Quarter 2 Quarter 3 Quarter 4 2009 2013 33% Increase 31% Increase 22% Increase 34% Increase *Calendar Year **as reported by Smith Travel Research, Inc.
- 21. Occupancy Growth 2010 through 2013* 21 *as reported by Smith Travel Research, Inc. 14 12 10 8 6 4 2 0 2010 2011 2012 2013 % Increase in Occupancy Santa Cruz % Increase in Occupancy Monterey % Increase in Occupancy California % Increase in Occupancy Santa Cruz Monterey California 2010 3.7 3.4 5.9 2011 11.6 4.6 5.3 2012 6.3 3.8 3.6 2013 3.9 3.4 2.8 6.4 3.8 4.4 <--Average % Increase