Kissimmee CVB Partner Marketing Forum

KISSIMMEE CONVENTION AND VISITORS BUREAU

Annual Marketing Plan2010/2011

Situation Analysis2

Economic Overview

Era of Consequence Increased savings rate Unwilling to take on debt

Economic indicators (leading indicators) Corporate profits increasing GDP increasing, but slowly

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Consumer Indicators4

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Consumer Confidence Unemployment Rate

Lagging indicators…which are tourism’s leading indicators.

Industry Performance

Supply = 17.4 million room nights

Demand = 8.1 million room nights

Hotels/Motels131 Properties26,900 Units

47,600 Total Rental

Units

5

2006 2007 2008 2009 2010F6000000.0

6500000.0

7000000.0

7500000.0

8000000.0

8500000.0

9000000.0

9500000.0

10000000.0

10500000.0

Annual Room Nights Sold

CVB resources available

Role of the CVB with that market segment

Size of the market

Kissimmee’s potential for attracting that market segment

Competition

Barriers to Entry

Market Growth Rate

Target Market Analysis6

SWOT Analysis

Strengths• Location

• Proximity to Theme Parks

• Accessibility• Central

Location with the State

• Product• Vacation

Homes• Variety of

Price Points• Nature

Activities• Sports Fields

• Repeat Visitation

Weaknesses• Location• Proximity to

theme parks (Meetings)

• Product• Too few

flagged properties

• Distressed product

• Lack of shopping

• Lack of nightlife

• Few new projects in the pipeline

• Funding

Opportunities

• Economic• Brazilian

economy• Growth in

China• Strength of

Canadian dollar

• Florida residents staying in-state

• Product & Accessibility • Latin

American air service

• Harry Potter• Legoland

• Mobile phone adoption

Threats

• Economic • US and

European Economy

• Oil Perceptions

• Lingering AIG effect

• Product • New meeting

hotels in Orange County

• New family suites at Disney

• Maturing theme park product

• Polk and Lake County sports complexes

7

Product Life Cycle

Introduction Growth Maturity Decline

ChinaIndiaQuinceaneras

Youth SportsIn-market AudienceHispanic-AmericanNature ActivitiesBrazilFestivals & EventsMexicoColombiaFamily ReunionsArgentinaCentral AmericaVenezuela

Florida ResidentSpecialty MarketsAfrican-American Assoc. & GovernmentGolfWeddingsCollege Bowl GamesDomestic LeisureUK CanadaStudent & Youth GroupSpring TrainingBass FishingCorporate & IncentiveGermanyBusiness Travel

AffluentDomestic Tour OperatorsDomestic Retail Travel Agents

8

BCG Matrix

1

23

45

6

7

1

2

3

4

5

6

7

8

9

10

11

12

13

14

1

2

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4 5

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1 2

3

4

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6

15

Question Marks

Low - Relative Market Share - High

Lo

w

-M

ark

et G

row

th R

ate

-

Hig

h

Stars

Cash CowsDogs

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Stars10

•1 Florida Resident•2 Youth Sports•3 In-market Audience

•4 Specialty Markets

•5 Hispanic-American

•6 African-American

•7 Nature Activities

Strong market share High growth rate More aggressively

pursue to keep market share as the segment grows

Cash Cows11

•1 Domestic Leisure

•2 UK •3 Canada•4 Student and Youth Groups

•5 Spring Training•6 Bass Fishing

Usually former Stars Strong market share Mature markets Maintenance position

Can shift some dollars out to take advantage of other growth opportunities

Question Marks12

Strong growth markets Subpar market share Nurture some to develop

into Stars Watch others to look for

opportunities

•1 Association & Government

•2 Brazil•3 Festivals & Events•4 Mexico•5 China•6 Colombia•7 Family Reunions•8 Argentina•9 Central America•10 Golf•11 Weddings•12 India•13 College Bowl Games

•14 Quinceaneras•15 Venezuela

Dogs13

Low market share Declining or mature

markets Minimal effort is market

segment is large enough to justify

•1 Corporate & Incentive

•2 Affluent•3 Germany•4 Domestic Tour Operators

•5 Domestic Retail Travel Agents

•6 Business Travel

Long Term Trends and Research

14

Monitoring Long Term Trends

15

Mobile Technology Demographics

Aging Baby Boomers Changing Families

International Role of Travel Trade Emerging Markets

AboutYourStay.com16

Replaces intercept survey Data shared with CVB only in aggregate Partners will receive comparison to

aggregate

Survey Results17

Domestic Leisure18

Targeted Demographic19

Multi-cultural efforts:

Family Reunions

Florida Classic

Spanish Language

Geographic East of the Mississippi Suburban and Rural Areas Florida Residents

Median Income = $68,000 Decision Makers – Age Range

25-54 Multi-generational Only half with children under 18

Marketing Goals20

1st Level •Awareness and Image Building

2nd Level •Travel Planning Intervention

3rd Level •Visitor Engagement

4th Level •Repeat Visitation

5th Level •Advocacy

Awareness and Image Building Consumer

Advertising and Co-operative Marketing

Promotions and Sweepstakes

Video Programs Publicity

21

Kissimmee InSight22

Travel Planning Intervention

Consumer Advertising Travel Planning

Websites Search Engine

Marketing Search Engine

Optimization Paid Search Link Building

23

Visitor Engagement

eNewsletter MyKissimmeeStor

y i.SeeKissimmee

24

eNews Redesign

Emphasis on special events and social marketing content

New partner opportunities Featured space Double row of

formatted ads

25

Repeat Visitation26

Florida Residents Holiday Campaign

Festivals and Events Special Offers

Last Minute Travel Text messages Special offers for coming

weekend

Advocacy27

VisitKissimmee.com

Review Sites (Trip Advisor)

Location Based (FourSquare)

Facebook, Twitter, etc

My Kissimmee Storyi.seeKissimme

eKissimmee

InSight

VisitKissimmee.comMarketing

Activity

Visit to CVB

Website

View

Industr

y Partner Detail

Clickthrough to

Industry Partner Website

28

Redesign early 2011 Creative refresh Search optimized Improved navigation More social marketing

emphasis Advertising spaces

available

International29

Canada30

Most likely to travel January through April

Majority of visitors from Ontario

“Winter Break” consumer advertising campaign

Sales mission Media mission

Direct consumer advertising

Co-operative campaigns with tour operators

Sales mission PR outreach Social

marketing

United Kingdom31

Strong repeat visitation

Shifting to direct consumer bookings

Brazil32

Strong travel trade market

Quinceaneras travel represents a growth opportunity

Sales missions Social marketing Tour operator co-ops Portuguese website and

collateral

Spanish Speaking Latin America

33

Mexico

Costa Rica

Panama

Colombia

Argentina

Venezuela

Mexico sales mission

Central American sales mission -gateway markets

Spanish website and collateral

MeetingsTravel TradeSports

Group Markets34

Future of Meetings

MPI Future Watch Recovery

underway 21% more

meetings in 2010

Business Travel Forecasts Videoconferencing Travel policies

35

Business Recovery Fundamental ChangesVS.

More

Central

Florida

meetings inventor

y

Meetings hotels more aggressive in pursuit of

leisure visitor

Overall Meetings Strategy36

Limited advertising Sales activities

Trade shows Sales mission FAMs

Public relations Website – refresh

2nd quarter 2011 Collateral Destination

services

Meeting Segments37

Association and Government

Corporate and Incentive Specialty Markets

Weddings Family Reunions

Travel Trade and Youth Sports Sales activities

Sales calls Tradeshows

E-Communications Partnership marketing

AAU, CFSC, FHSAA, USSSA, YBOA KissimmeeTourism.com and

KissimmeeSports.com Sports site scheduled for redesign summer

2011

38

Bass Fishing Professional Angler

Golf Play Florida Golf Ultimate Guys Getaway Kissimmee Golf Getaway

Spring Training College Bowl Games

Florida Classic Champs Sports Bowl Capital One Bowl

Other Sports39

Festivals and EventsNature Activities

Submarkets40

Festivals and Events

Goals Enhance Visitor

Experience Extend Visitor Stays Attract Additional Visitors Fill-in shoulder and off

seasons Strategies

Promote existing events Advertising and website Public relations

Attract new events Sales

41

Nature Activities42

Shingle Creek Regional Park Nature Center Shingle Creek Adventure

Challenge Mobile Technology

Geocaching Scavenger Hunt Walking and Driving Tours

Nature Product Marketing Activity Book Website Adventure Zone Digital Storybooks

In-Market43

Mobile44

Mobile Marketing Relevance

Point of entry advertising Airports Welcome centers Seasonal

billboards Area guide In-market

publications

45

m.VisitKissimmee.com

Mobile

URLs

Embedded Snap Tags

SMS Messages

In-Market Goals46

Last Minute LodgingCatch the attention of the 16% of inbound

visitors who travel to the area without advanced lodging reservations.

Enhance Visit and Extend StayEducate visitors about Kissimmee attractions

and activities beyond the theme parks, to direct traffic to those industry partners and possibly extend visitors’ stays.

Build Future AwarenessBecause we know that most visitors to Central

Florida will ultimately visit again, in-market advertising builds positive awareness of Kissimmee as a destination for future visits.

Last Minute Lodging – Beta Version

Mobile website address

Snap tag Text message

47

Other Partner Opportunities48

Image Logo Website Snap Tag

Performance Measurement49

Acquisition Cost per Room Night

Total $9.18

Domestic Leisure $4.87

International $5.63

Meetings $5.60Groups and Sports $9.51

50

Metrics Tracked

Base Metrics Number of website visitors Number of visitors guides

ordered Number of eNewsletter

subscribers Number of sales leads

generated Lead Follow-Up Conversion Model

Awareness Tracking Awareness Favorable opinions Intent to Visit

Engagement Website Social Media

Leads to Industry Partners

51

Acquisition Cost per Room Night

Other Metrics