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Date Created: 12/20/15
Marketing Management EMBA 216 Presented: Robert Paul Ellentuck October 30, 2009 COPYRIGHT © 2010, 2011 ALL RIGHTS RESERVED ROBERT PAUL ELLENTUCK THE COPYRIGHT HOLDER EXPRESSLY PROHIBITS ANY AND ALL COPYING, FAXING, SCANNING, XEROXING, REPRODUCING, TRANSMISSION, DISSEMINATION, FORWARDING, PRINTING, SUBMISSION (EITHER ELECTRONICALLY OR OF A SCANNED OR OTHERWISE REPRODUCED COPY, OR OF THE ORIGINAL COPYRIGHTED MATERIAL, A COPY OF THE COPYRIGHTED MATERIAL, OR OF A PORTION OF THE ORIGINAL OR COPIED COPYRIGHTED MATERIAL), OR ANY AND ALL OTHER ACTIONS: ELECTRONIC OR OTHERWISE, OF ANY PORTION OF THIS COPYRIGHTED MATERIAL OR THE ENTIRE COPYRIGHTED MATERIAL, WHICH MAY IN ANY WAY VIOLATE THE RIGHTS OF THE COPYRIGHT HOLDER. SUCH PROHIBITION INCLUDES THE ORIGINAL COPYRIGHTED MATERIAL, A COPY OF THE ORIGINAL COPYRIGHTED MATERIAL, A PORTION OF THE ORIGINAL COPYRIGHTED MATERIAL, A PORTION OF THE COPIED COPYRIGHTED MATERIAL, AN ELECTRONIC VERSION OF THE COPYRIGHTED MATERIAL, OR ANY OTHER POTENTIAL VERSION OF THE COPYRIGHTED MATERIAL (WHETHER THE TECHNOLOGY EXISTS AS OF THE COPYRIGHT DATE, OR IS YET TO BE INVENTED). THIS PROHIBITION EXPLICITLY EXTENDS TO ALL OF THE ABOVE ACTIONS, BUT IS IN NO WAY LIMITED TO THEM. ANY USE OF THE COPYRIGHTED MATERIAL, IN ANY MANNER, CAN ONLY BE WITH THE PRIOR CONSENT AND AUTHORIZATION THAT IS BOTH WRITTEN AND EXECUTED BY THE COPYRIGHT HOLDER AND THE OTHER PARTY, RELATING SPECIFICALLY TO THIS COPYRIGHTED MATERIAL. THIS COPYRIGHT, AND ALL OF THE PROTECTIONS THAT IT AFFORDS THE COPYRIGHT HOLDER EXPLICITLY EXTEND TO ANY COPYRIGHTED MATERIAL, IMAGE, FILE, DATA, OR ANY OTHER ATTACHMENT IN ANY FORM, ELECTRONIC, PRINTED, OR IN ANY OTHER FORMAT, THAT ARE ATTACHED TO THIS COPYRIGHTED MATERIAL IN ANY MANNER OR FORM, AND TO WHICH THE COPYRIGHT HOLDER HOLDS OR IS ELIGIBLE, UNDER THE WIDEST POSSIBLE INTERPRETATION, TO HOLD A COPYRIGHT TO. THE INTERPRETATION OF THE COPYRIGHT HOLDER’S RIGHTS SHALL BE AS BROAD AS THE LAW ALLOWS, AND IN NO WAY SHALL BE LIMITED BY THE RIGHT OR RESTRICTION NOT BEING STATED. THE COPYRIGHT SHALL ALSO EXTEND TO ALL FUTURE PROTECTIONS UNDER THE LAW, AS THEY BECOME AVAILABLE. THE FAILURE TO MENTION A PROTECTION OF ANY CURRENT OR FUTURE COPYRIGHT LAW SHALL NOT IN ANY WAY INDICATE THAT THE LAW DOES NOT APPLY IN FULL TO THE COPYRIGHTED MATERIAL. IF ANY PORTION OF THIS DOCUMENT OR COPYRIGHT IS NOT DEEMED TO APPLY, AT ANY TIME, FOR ANY REASON, THAT SHALL IN NO WAY LIMIT ANY AND ALL OTHER PROTECTIONS THAT THE COPYRIGHT GRANTS, NOR SHALL IT LIMIT FUTURE PROTECTIONS FROM APPLYING AS THEY BECOME AVAILABLE. THIS COPYRIGHT IS IN NO WAY INTENDED TO INFRINGE ON THE RIGHTS OF ANY OTHER PARTY. Introduction Purpose is givean executiveoverviewof the marketing plan and activities for FY2010 (July 1, 2009 to June 30, 2010) Business Overview Focus on the Marketplace – Competitive and Situational Analyses Marketing plan objectives and strategies Marketing tactics & activities roadmap Next steps Vision Annapolis and Chesapeake Bay Visitorand Tourism Bureau promotes Annapolis and Anne Arundel Countyas destination for leisure travel as well as corporate/business & conferences. Business Overview - Industry Tourism is the largest service market in theworld; growing at a rateof 5.4% National; travel volumewas relatively flat since 2006 Decreases in day trips and overall business trips. Leisure travel continues togrow - 74.8 % (all person- trips); overnight and day-trips almost evenly splitwith 49.5% & 50.5% (Source: Travel Industry Association of America (TIA)) Business Overview – Industry: Maryland Maryland’s occupancydemand was up 1.1%, compared to Jan-June period in 2008 Growth was more than twice the national average, and predominantlyoccurred in Baltimore Cityand BWI Airport/Annapolis Annapolis sawgreatestgain in bookings at 6% (Sources: (Travel Industry Association of America (TIA) Annapolis, Anne Arundel County Convention Visitor Bureau (AAACCVB), Smith Travel Research (STR)) Business Overview: Value of T ourism - Annapolis What areyou worth to the Stateof Maryland? Annapolis to Anne Arundel County Tourism generates $65.9 million in tax revenue Travelers spend an estimated $1.5 billion Tourism supports 41,000 direct and indirect jobs Tourism pays out $641 million in Anne Arundel Countywages 17% of the state’s tourism jobs are in Anne Arundel County (Source: Anne Arundel County State of Economy, Value Tourism Report) • Issues faced by Annapolis •Quick review of competitive Set •Opportunities available to Annapolis •Annapolis SWOT •Why Annapolis? What are the issues? Need more money forpromotions. Promotional budget has been flat due to the State’s financial situationand independent membership New money sources (e.g. Film, TV) are subjected to the State, Capital MD, and Naval Academy’s policies Out spentamong theircompetitiveset: Newport, RI; Charleston, NC; Savannah, GA Considered as day trip location” tagged-on” toa Washington, DC and/or Baltimore, MD trip Sources: (AAACCVB, Newport County Convention & Visitor's Bureau, Travel Industry Association of America – GA, NC; savannahga.gov, United States Naval Academy) Competitive Set Charleston, SC Newport, RI Sailing Tradition Southern hospitality Strengths – Leisure: Weakness – Three Strengths – SailingWeakness – one season & Wedding destination Creative Packages seasons destination destination Little Business Travel Business: Convention Center/Hotels Opportunity – Threat - down Threat - Increase in Expand into the economy programs Opportunity – Carnival travelers = increase City Cruise Lines year round traffic & congestion shoulder months on hold Savannah, GA Hostess City of the South Strengths – Leisure: wide range Weakness – Expensive City, packages - antebellum character Low Business travel Opportunity – Variety of Segments (e.g. Gay, “Active” Life style, Civil War, Black)Threat - Niche Markets need large budgets Sources: (AAACCVB, Newport County Convention & Visitor's Bureau, Travel Industry Association of America – GA, NC; savannahga.gov) Annapolis, MD SWOT Strengths Weaknesses - Historical Small Town & Seaport -Not known as Colonial Town - Near large Cities; mild weather - Over-shadowed by Baltimore & DC - Yachting, boating, Sailing Events - Too much promotion on wateractivities - Diversewell educated population - Independent minded – lack cooperation Opportunities Threats -Leverage Romance forweekends -Down economy- less travel/dining out - May becomea day trip destination - Promote location to Big Cities - Expand destination yearround - Winters can be unpleasant - Leverage the Naval Academy - Military may beoff-putting - Green/Eco-friendly - Too many messages What are the Opportunities? Maryland matching funds expanded FY11 to Co-opwith other Maryland tourism boards (e.g. Baltimore) Leverageshortdistance from Washington, DC and createco-op campaign with funds from Capital Region USA Work with other Sailing Areas orsmall towns tocreatecross- promotional opportunities (e.g. Newport, RI and/or Monterey, CA) Continue towork with Stateand Naval Academy tocreatea more film productionopportunities Createa social mediacommunitywith stakeholders from the association Why Annapolis? Voted one the Prettiest Towns and East’s Most Romantic Destination (Forbes) Top Sailing destination (USA Today) 500 Miles of Coastline Chesapeake Bay/Severn River (AACCVB) A Variety of hotels and Historic Inns/B&B’s Restaurants (Washingtonian Magazine) Year-round destination (STR, Weather.com) Objectives Strategies Target Audiences - Personas Feeder Markets/Geography Marketing Activities/Roadmap Marketing Objectives Increase bookings for FY10 to FY11 by 8% and overall visitor spending in Annapolis and Chesapeake Bay Area Position Annapolis as a year round destination filled with diverse activities based on romantic theme Leverage matching funds program with Baltimore (Maryland Co-op fund expands FY11) and create partnership with DC Build awareness among travelerwriters, stakeholders, and visitors, specifically international markets Marketing Strategies Develop an Integrated Marketing and Communications plan with cohesive messaging to reach the target audiences Createyear round campaign utilizing a mix of new and traditional media Themes to be introduced to reflect the seasonalityand diverse offeringsof Annapolis and Chesapeake Leverage the areas diverse lifestyle and media outreach Reach international media through PR with video in markets with high sailing venues (e.g. UK, Canada, France) Who are they? Primary Target Audience Leisure Traveler Women 35+ with skew to 35-65; Household Income $100,00o+ College Educated, Professional/Managerial Skewed married with children, beginning empty nest phase Enjoys travel experiences; “active” lifestyle: sailing/boating/water sports; golf; spa; art; antiquing Secondary Target Audiences Business/Meeting planner Travel media writers Yachting (skews male) Naval Academy “Active” Alumni (skews male)/Academy Sponsors How will they be reached? Creation of Integrated marketing and communications utilizing multi-mediaand visitoroutreach to increase the touch points forconversion as well as overall customerexperience Oneoverall campaign to focus on the “sweetspot” with themes to resonatewith each of the segment Useof traditional, Online, and new media techniques PR, Radio, Print, direct mail, electronicdirect, geo-targeting banners drive consumers to micro-sites, website registration fore- postcardsand newsletters tocreatean in-house list Use facebook applet, blogs , Flickr, YouTube, Twitter tocreate more engagement and buzz effective What are the segments? Regional Visitors “Celebrators” “Parents Club” Yachting/Sailing Adults 35-65 Woman 35-54 Naval/St. John’s Skews Male 40+, HHI: $100,000+ HHI: $100,000+ Adults : 40-65 Married Regions : North Regions: North East, HHI: $100,000+ HHI: $100,000+ Mid-Atlantic, All COH: 2, 18+ (1) Own a boat East, Mid-Atlantic Regions: All Regions: Coastal 1-3+ night stay 1-2+ night stay 2 -4 night stay 1+ night stay Hotels, Hotels, B&B/Inns Hotels, B&B/Inns, Hotel – Restaurants Sailing/Boating, (Boat Sailing,/Boating, Outdoors, Drive 1-4 (graduation/commissionsShows), Generally Boat Foodies, Historical, hours (Girls weekend, drop –off – freshman, in or Fly. Married. Quaint Towns, birthdays, Holidays), Parents’ Weekend, fall and spring. Airand car Outdoors, Drive 3-4 “Tag-ons” from DC or hours Baltimore travel. Catherine & Robert Amy Larry & Maggie Sam Where do they live? Primary Feeder Markets for Annapolis New York Pennsylvania Virginia West Virginia Washington, DC Newport, RI Baltimore and other Maryland Cities Exploration Markets International: Canada, United Kingdom, France, Germany How will they be reached? Highlights of the Plan Sales/Partnerships Develop Alliances with Destination DC and Baltimore City to promote the region tovisitors, meeting planners, Sports Promoters Build a citywide partnercommittee toattractand book groups Expand partnerships in untapped categories VisitorServices Createa concierge online and offline forvisitors in promoting packages Expand Volunteer Information Specialist Program Communications Createan easy to use media section on website for Journalist Post podcasts of radio interviews and video on Website How will they be reached? Highlights of the Plan Advertising & Marketing Develop Micro-sites to help break through theclutter Create more opportunities on website to captureemail names and mini visitor profiles Createa user-friendlyconcierge online and offline tocreate unique packages Develop an overall policy for Annapolis “owners” club for Social Media Build website 2.0 that is keeping with trends Field brand research – awarenessstudies, online surveys tocapture visitor experience Benchmarks Metrics Measurementwill be ROI, awarenessstudies, multi-media “clippings”, size of social media communities and webanalytics FY2011 Roadmap of Marketing Activities 2010 2011 July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Annapolis “The Sweet Spot” Campaign Publicity Cover Social Media Themes Sailing and Boating Winter Wonderland V-day Spring FlingCelebrations Promos Pkgs Pkgs Pkgs Pkgs Radio Radio Radio Radio Print Print Print Print DM DM DM DM EDM EDM EDM EDM Banners – Banners – Banners – geo-targeting geo-targeting geo-targeting Facebook app gift a crab Facebook app trivia game Website – Redesign Web Send a Postcard Newsletter MEDIA My Concierge Greetings Greetings Annapolis, MD Annapolis, MD Call us today 410.280.0445 or toll-free at 888.302.2852 Any Questions Deliver the marketing plan Field Market Research