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Creative Marketing Initiatives to Enhance Conference
Activity and Promote OHIO University
Presented by: Stacy StraussMarch 18, 2013
Presentation Agenda:The 10 Point Plan of Action
1. Reconnect and Reestablish Rapport with Lapsed Business2. Establish Relationships with Hospitality Trade Groups3. Reach Out to Internal Constituents4. Network with Educational, Sports and Community Associations5. Contract with Hospitality Performance Network Global6. Communicate with External and Departed Collegiate Coaches7. Enhance Social Media Presence8. Create a Pointed Internet Advertising Campaign9. Enhance Strategic Partnerships with Marketing Department & Schey
Sales Center10. Partner with Appropriate Internal Institutional Entities to Promote OHIO
University
Reconnect with Lapsed Business
Due to the change from quarters to semesters, the summer, 2012 conference season was cut short resulting in returning entities being turned away. There is an immediate need to reconnect with these affected parties and reestablish a relationship to foster renewed or enhanced conference support, if not for 2013 then for the 2014 and beyond.
Establish Relationships with Hospitality Trade and Networking Groups
Society of Government Meeting Planners
Meeting Professionals International, Ohio Chapter
Ohio Society of Association Executives
Association of Collegiate Conference and Events Directors - International
Reach Out To The Myriad of Internal Constituents
Attend relevant OHIO University departmental staff meetings, send out introductory emails to request individual in-person meetings and provide accurate and timely information in and following meetings with the intent to grow the awareness of conference and guest services, network, and build a personal relationship with internal constituents thereby continuing and enhancing professional business relationships.
Network with External Educational, Non-Profit, Sports and Community Associations
Examples Include But Are Not Limited to: Ohio Education Association: Model U.N., Debate, Yearbook, Science Clubswww.ohea.org Assorted Music and Band Camps www.ohiomte.org Intercollegiate and High School Tennis www.itatennis.com & www.octa.org Intercollegiate and High School Volleyball www.avca.org & www.ohsvca.org Ohio High School Athletic Association www.ohsaa.org National Soccer Coaches Association of America www.nscaa.org Ohio Collegiate Soccer Association www.ocsa.org Young Life www.younglife.org & Catholic Youth Ministry www.lifeteen.com Leadership Athens County, Athens County Convention and Visitors Bureau,
Athens Area Chamber of Commerce, Appalachian Regional Commission, Appalachia Ohio Alliance, Athens County Economic Development Council
Consult with Leading Meeting and Event Site Consulting Company to
Bolster Marketing Initiatives for Conference Services
Hospitality Performance Network (HPN) is the nation’s fastest-growing site selection and consulting firm. They are an innovative full-service Meeting and Event Management Company comprised of a team of seasoned hospitality industry professionals, each boasting 10-20 years of experience. Based out of Scottsdale, Arizona, HPN’s associates live and plan programs in every corner of the USA and beyond. The Vice President for OHIO’s Region is Jason Linscott, an Athens Native and personal friend.
Communicate with External and Departed Collegiate Coaches
Many other campuses do not have the facilities to support large overnight sport camps and/or charge exorbitant fees to head coaches which preclude staffs from hosting camps on their own campuses.
Given my understanding of the needs of sport camp coordinators, and my connections with intercollegiate soccer coaches as well as with former OHIO coaches of other sports, I could best market OHIO University’s conference services to these individuals and grow the volume of this sector of the business.
Enhance Social Media Presence
The best way to promote both OHIO University and Conference Services is visually – either get them to campus or show photos of campus to entice them to come. Social Media allows that to happen for minimal expense. Building on my experience doing the same for OHIO Soccer, Bobcat Soccer Club, Ohio Soccer Camps and myself, create an identity on Facebook and LinkedIn to promote the many benefits of OHIO University’s Conference Services, showcase photos, and increase frequency of search engine hits.
Create a Pointed Internet Advertising Campaign
Strategically Purchase Internet Ads on Relevant Websites Based on the Unique Geography and Landscape In and Around OHIO UniversityExamples Include But Are Not Limited To: •www.singletracks.com Mountain Bike Informational Website•www.ohiobikeways.net Bike Trail Enthusiasts Website•www.gatherings.info Family Reunion Planning Site•www.ancestry.com Top Site for Generation Baby Boomer•www.dnr.state.oh.us Ohio State Parks Website•www.hockinghills.com Local Tourist Region Website•www.hockinghillscanopytours.com Local Tourist Destination•www.rockclimbing.com Climbing Enthusiasts Website•www.trails.com Hiking Enthusiasts Website
Enhance Strategic Marketing Efforts Through Continued Partnerships With
OHIO’s Marketing Department and The Schey Sales Centre
OHIO University has a wealth of talented marketing professors, instructors and students who speak very highly of their past experiences with Conference Services both as clients and partners and can be further recruited to bolster the marketing efforts and help grow Conference Services while gaining valuable, “real-world” experience. In this way, Conference Services can act as a living laboratory for undergraduate and graduate students in the College of Business and the Scripps College of Communication, among others.
Communicate with Appropriate Internal Partners to Promote the Mission of
OHIO University“Ohio University holds as its central purpose the intellectual and
personal development of its students. Distinguished by its rich history, diverse campus, international community, and beautiful Appalachian setting, Ohio University is known as well for its outstanding faculty of accomplished teachers whose research and creative activity advance
knowledge across many disciplines.”•Collaborate with Alumni Relations on Conferences Pertaining to or Consisting of OHIO Alumni•For High School Aged or Younger Conference Participants, Consult with Undergraduate Admissions•For College Aged Conference Participants, Consult with Graduate College•Consult with Specific Colleges, Departments, Programs and Clubs when Applicable
ie. Scripps for Yearbook Camp; English for Creative Writing Camp; Biological Sciences for Forensic Camp, etc.
Reconnect and Reestablish Rapport with Lapsed Business Establish Relationships with Hospitality Trade Groups Reach Out to Internal Constituents Network with Educational, Sports and Community Associations Contract with Hospitality Performance Network Global Communicate with External and Departed Collegiate Coaches Enhance Social Media Presence Create a Pointed Internet Advertising Campaign Enhance Strategic Partnerships with Marketing Department & Schey
Sales Center Partner with Appropriate Internal Institutional Entities to Promote
OHIO University
The 10 Point Plan of ActionReview
