“Creating a BRIGHT Future

for Polk’s Economy”

Polk County Tourism and

Sports Marketing

Marketing Committee

Meeting

1. Call to Order – Jackie Johnson

2. Introduction of Guests – Jackie Johnson

3. Approval of Minutes – Jackie Johnson– Action Required

4. Financial and Operations Update– Kris Keprios

5. Old Business

6. New Business

a. Presentation of FY 16-17 Tourism Sales and Marketing Plan

7. Tourism Industry Updates

a. Attractions

b. Chambers

c. Accommodations: CFVRMA and Hotels

d. Detroit Tigers

e. The Lakeland Center

f. Polk Arts Alliance

g. Sun ‘N Fun

8. Other Business

9. Adjourn

Marketing Committee Meeting Agenda

Marketing Committee Meeting Agenda

1. Call to Order – Jackie Johnson

2. Introduction of Guests – Jackie Johnson

3. Approval of Minutes – Jackie Johnson– Action Required

4. Financial and Operations Update– Kris Keprios

5. Old Business

6. New Business

a. Presentation of FY 16-17 Tourism Sales and Marketing Plan

7. Tourism Industry Updates

a. Attractions

b. Chambers

c. Accommodations: CFVRMA and Hotels

d. Detroit Tigers

e. The Lakeland Center

f. Polk Arts Alliance

g. Sun ‘N Fun

8. Other Business

9. Adjourn

Marketing Committee Meeting Agenda

1. Call to Order – Jackie Johnson

2. Introduction of Guests – Jackie Johnson

3. Approval of Minutes – Jackie Johnson– Action Required

4. Financial and Operations Update– Kris Keprios

5. Old Business

6. New Business

a. Presentation of FY 16-17 Tourism Sales and Marketing Plan

7. Tourism Industry Updates

a. Attractions

b. Chambers

c. Accommodations: CFVRMA and Hotels

d. Detroit Tigers

e. The Lakeland Center

f. Polk Arts Alliance

g. Sun ‘N Fun

8. Other Business

9. Adjourn

Marketing Committee Meeting Agenda

1. Call to Order – Jackie Johnson

2. Introduction of Guests – Jackie Johnson

3. Approval of Minutes – Jackie Johnson– Action Required

4. Financial and Operations Update– Kris Keprios

5. Old Business

6. New Business

a. Presentation of FY 16-17 Tourism Sales and Marketing Plan

7. Tourism Industry Updates

a. Attractions

b. Chambers

c. Accommodations: CFVRMA and Hotels

d. Detroit Tigers

e. The Lakeland Center

f. Polk Arts Alliance

g. Sun ‘N Fun

8. Other Business

9. Adjourn

Staff Update

Marketing Committee Meeting Agenda

1. Call to Order – Jackie Johnson

2. Introduction of Guests – Jackie Johnson

3. Approval of Minutes – Jackie Johnson– Action Required

4. Financial and Operations Update– Kris Keprios

5. Old Business

6. New Business

a. Presentation of FY 16-17 Tourism Sales and Marketing Plan

7. Tourism Industry Updates

a. Attractions

b. Chambers

c. Accommodations: CFVRMA and Hotels

d. Detroit Tigers

e. The Lakeland Center

f. Polk Arts Alliance

g. Sun ‘N Fun

8. Other Business

9. Adjourn

Marketing Committee Meeting Agenda

1. Call to Order – Jackie Johnson

2. Introduction of Guests – Jackie Johnson

3. Approval of Minutes – Jackie Johnson– Action Required

4. Financial and Operations Update– Kris Keprios

5. Old Business

6. New Business

a. Presentation of FY 16-17 Tourism Sales and Marketing Plan

7. Tourism Industry Updates

a. Attractions

b. Chambers

c. Accommodations: CFVRMA and Hotels

d. Detroit Tigers

e. The Lakeland Center

f. Polk Arts Alliance

g. Sun ‘N Fun

8. Other Business

9. Adjourn

FY 16-17 Tourism Sales and Marketing

Marketing Plan

Committee Meetings /TDC Retreat

Research & Analysis

TDC Committee Review /Approval

TDC

Review / Approval

BOCC Approval

Marketing Plan & Budget Development Process “Prosperity Through Partnerships”

Brand Strategy

Listen to the Customer

Target Market Overview

New Target Market Overview:

High Frequency

Take Over Michigan

Digital: Narrowed Targeting and

Micromoments

Seize the MicroMoment

“When we act on our

needs in the moment,

our expectations are high

and our patience is low.”

Fiscal Year 2016-2017

Tourism Sales and Marketing Plan

Emerging Markets

Agritourism • Grow the Citrus

Label Trail Initiative.

• Research and Develop Agritourism Tours/Itineraries

History & Heritage

• Assist Polk County History Center with marketing efforts in promotion of History and Heritage tours.

• Offer marketing and PR sessions for event organizers interested in expanding their marketing efforts through digital channels, as well as press releases for local media outlets.

Luxury Travel • Work closely with

Streamsong Resort on marketing programs targeted at Streamsong’s high-end demographic consumers.

• Work with Creek Ranch on developing a targeted marketing program to promote their property.

STRATEGIC OBJECTIVES

The vision and strategic objective is to continue positioning Visit Central

Florida as leisure and family destination for the Brazilian and Latin

American market as leading the Orlando’s destinations for its beaches

and unique attractions.

SPECIFIC OBJECTIVES

To increase the level of consumer awareness of Visit Central Florida as

an all-encompassing tourist, leisure and family destination.

To efficiently manage all communications to ensure an increase in

positive messages about Visit Central Florida as a leisure travel

destination.

To increase Visit Central Florida product exposure to the distribution

channels tour operator, travel agencies and on-line offering.

Latin America

Arts, Culture and Heritage

• Continue to build upon the success that the ACH

advertising plan has seen in its first two years and

optimize the message and target markets that the

campaign reaches.

• Continue to build and grow events through the ACH

sponsorship process. This process encourages new

events and provides a system to help both new and

existing events grow and promote outside of Polk

County.

• Work with Polk Arts Alliance to create a distribution

plan for Artifacts magazine to locations outside of

Polk County.

• Grow a solid database through arts advertising and

promotions to deploy quarterly ACH e-newsletter to

this targeted audience to drive more visitation to

Polk County arts, culture and heritage venues and

events.

Film

Promote film production activity in Polk County to generate economic impact. • Provide proactive assistance in responding to and fulfilling leads for

commercials, feature and independent films. • Provide permitting assistance to potential filming opportunities in

Polk County. • Update and expand location library on visitcentralflorida.org website

(via Reel Scout), an outlet for film companies to research and select filming locations.

Increase overnight stays in Polk County via the Wedding, Honeymoon and Romantic Travel Markets. • Work with local organizations and venues to increase

visibility, awareness and partnership opportunities for the Wedding market.

• Develop social media campaign for the Wedding market. • Continue personalized emails to leads generated through

www.visitcentraflorida.org on-line advertising inquiries.

Weddings

Three Goals:

1.Inform

2.Inspire

3.Influence

Online and Digital

Social Media

• Turn social media fans into real life visitors through fresh and engaging posts.

• Encourage fans to spend more time on our website , increasing visitor loyalty.

• Use Twitter Polls to drive engagement to other platforms and gain feedback on their interests.

• Drive engagement and traffic to website with digital scavenger hunts resulting in trip giveaways and small prizes.

Online and Digital

More Efficient and Versatile E-News Strategy

• Bronto is used by the Tennessee Department of Tourist Development, Gatlinburg, TN CVB and Lexington, VA CVB as well as TREK, Samsonite, Gander MTN.

• Segmentation based on engagement history, preferences and geography.

• Utilize marketing workflows reacting to event-based or date-driven triggers with advanced levels of segmentation to engage subscribers with timeliness and relevance.

Online and Digital

Increased Emphasis on Search Engine

Marketing and Search Engine Optimization

SEM

• Google Display Network - specific sites as well as target ads to website users based on attributes such as relevant content (using keyword technology), geography, and demographics. (email ex)

• Create Remarketing Audiences in Google based on previous website visitors, and use audiences as the basis for remarketing campaigns that integrate with all Google campaigns.

SEO • Create “experiments” - which

are Google’s way of A/B

testing on website. Test

headlines and other content to

measure changes based on

conversion rates.

• Increase time for content

recommendations, landing

page meta, and comparing

with competitors websites.

Online and Digital

Travel/Trade and Consumer Sales NEW OPPORTUNITIES

TRAVEL TRADE MARKET TRAINING--

• PTANA-Richmond and Hampton, VA chapters

• Working in Travel-Albany, NY

• Eastern Travel Association-Harrisburg, Scranton, Allentown chapters

• Peninsula Travel Presentations-Atlanta

• Treasure Coast Travel Industry Association-Stuart, FL

VISIT FLORIDA SALES MISSIONS/AGENT TRAINIING—

• Philadelphia, PA

• Columbus, OH

• Canada Travel Trade Roadshow -Toronto/Montreal

CONSUMER TRAVEL SHOWS—

• McDill AFB Travel Show-Tampa

• AAA Northeast Marketplace-Foxborough, MA

• AAA Marketplaces-Carolinas, Columbus, OH, Long Island

• New York Times Travel Show (consumer, travel trade attendees)

• Boston Globe Travel Show (consumer, travel trade attendees)

• Southern Women Shows-Savannah, Nashville, Raleigh, Charleston

• Chicago Travel Show (consumer, travel trade attendees)

• Florida/Georgia Military Base Travel Shows

• EAA AirVenture-Oshkosh, WI (partnership with SUN ‘n FUN)

• AAA Travel Agent Training-Florida, Nashville, Boston, New York

• Alliance of Westchester Travel Agencies, Westchester, NY

INTERNATIONAL SALES—

• Florida Huddle 2017

• IPW 2017

• La Cita 2017

FAM TOURS—

• AAA Travel Agents

• Treasure Coast Travel Industry Association

Travel/Trade and Consumer Sales

Communications & Media Relations Strategy: Generate and Grow Quality Domestic & International Media

Coverage/Content

Highlights for 2016-17

• Host / conduct press tours for media representing key target markets.

• Participate in media marketplace opportunities at Travel Media

Showcase (TMS) and the North American Travel Journalists Association

(NATJA) Conference , and investigate new marketplace opportunities

such as the TMS Family Travel Conference.

• Remain active in local and national PR organizations such as VISIT

FLORIDA, Florida Public Relations Association (FPRA) and Public

Relations Society of America (PRSA).

• Maintain visibility with international media at International Pow Wow

(IPW) and the annual World Travel Market in London.

Media Tour/Influencer Goals for 2016-2017

US and Canadian Markets:

Recruit qualified journalists for individualized press tours

(approximately 5 to 10 Generalized media and 2 to 5

Golf/Fishing/Outdoors media).

Develop and host Pre and Post tours for major media related

conferences and conventions coming to Florida, such as IPW,

SATW, etc.

Submit bids to recruit annual travel writer conferences to Polk

County.

Latin American Market: Conduct up to three (3) group press tours per

year (approximately 4 to 6 journalists per tour). Consider additional

opportunities as presented by TM Latin America.

Florida Press Tour for Top Tier Online Travel Influencers June 19 – 21, 2016:

VISIT FLORIDA recruited four top travel influencers from around the world

(California, Rhode Island, Australia and India) to participate. The influencers

experienced LEGOLAND Florida Resort and Safari Wilderness Ranch, dined

at Harborside Restaurant and stayed at the Holiday Inn Winter Haven, while

sharing their experiences across numerous social media platforms daily. They

will also blog about their visits in the future. Participating outlets were Travel with

Bender, Mommy's Slice of the Pie (on assignment for Travel Mamas),

We3Travel and Hippie in Heels. All the outlets have high rankings on Facebook,

Twitter and Instagram - and Travel with Bender has been recognized numerous

times as a Top Family Travel Blog, ranking in the Top 100 with multiple outlets.

Media Relations – Influencer Press Tours

Media Influencer Tours: Additional Clips

Partnerships • Develop joint sales and co-operative marketing plans and partnerships that will encourage

meeting/event cross-selling opportunities. Key partner organizations will include , but not be limited to, the Lakeland Center, Winter Haven Field House/Meeting Complex, Streamsong Resort, Sun n’ Fun Expo Campus, Westgate River Ranch, all area meeting/event venues, etc.

Provide Useful Resources for Meeting Planners/Event Professionals • Key resources to include: new meeting facility guide, more robust meeting planner page on

the VisitCentralFlorida.org website, Meeting Planner E-Newsletter promoting new facilities and the areas unique meeting venues.

Drive Meeting and Event Bookings through Events and Industry Shows • Introduce/Reintroduce Polk County as a viable meetings market to key industry leaders and

meeting planners. Highlight Polk County’s unique meeting venues, accommodations, and “Choose Everything” proximity to recreation opportunities afforded to meeting attendees that attend meetings in Polk County.

• Plan and execute a marketing program for the Michigan meeting planner market to promote

holding meetings in Polk County in conjunction with Detroit Tigers Spring Training. • Develop and maintain visibility in the meetings/events marketplace through participation in

industry associations (MPI, PCMA, FSAE, ASAE, SGMP, etc.) to increase business opportunities by enhancing knowledge and relationships to the meetings/events industry.

Meetings/Conventions and Special Events

Meeting Planner Digital Campaign

• Targeted Facebook advertising campaign and Email

marketing strategy focusing on Meeting Professionals to:

• Create awareness of meeting assets

• Build and maintain planner relationships

• Engage with the right planners based on location,

interests and behavior

• Increase open rates by personalizing content

• Generate leads

Outdoors

• Utilizing the 2016 Southeastern Outdoor Press Association Conference that is being held in Lakeland, as a primary opportunity to showcase Polk County’s outdoor pursuits, accommodations, restaurants and attractions to more than 180 outdoor writers from across 13 southeastern states.

• Design write and distribute a Central Florida Fishing Guide and distribute a

Fishing E-Newsletter to promote Polk County as the “Largemouth Bass Capital of the World” and drive visitation to our region.

• Attend two outdoor themed consumer events in key feeder markets to

promote Polk County as an outdoor recreation destination and utilize the consumer contacts made at those events as recipients of our Fishing E-newsletter.

Golf

• Host a targeted Golf FAM for the Canadian Golf Journalists Association to generate golf travel focused editorial content in key Canadian feeder markets.

• Attend three golf focused consumer events in key feeder markets to promote

Polk County as a golf travel destination and utilize the consumer contacts made at those events as recipients of our Golf E-newsletter.

Golf and Outdoor/Leisure Market

Marketing Committee Meeting Agenda

1. Call to Order – Jackie Johnson

2. Introduction of Guests – Jackie Johnson

3. Approval of Minutes – Jackie Johnson– Action Required

4. Financial and Operations Update– Kris Keprios

5. Old Business

6. New Business

a. Presentation of FY 16-17 Tourism Sales and Marketing Plan

7. Tourism Industry Updates

a. Attractions

b. Chambers

c. Accommodations: CFVRMA and Hotels

d. Detroit Tigers

e. The Lakeland Center

f. Polk Arts Alliance

g. Sun ‘N Fun

8. Other Business

9. Adjourn

Marketing Committee Meeting Agenda

1. Call to Order – Jackie Johnson

2. Introduction of Guests – Jackie Johnson

3. Approval of Minutes – Jackie Johnson– Action Required

4. Financial and Operations Update– Kris Keprios

5. Old Business

6. New Business

a. Presentation of FY 16-17 Tourism Sales and Marketing Plan

7. Tourism Industry Updates

a. Attractions

b. Chambers

c. Accommodations: CFVRMA and Hotels

d. Detroit Tigers

e. The Lakeland Center

f. Polk Arts Alliance

g. Sun ‘N Fun

8. Other Business

9. Adjourn

Marketing Committee Meeting Agenda

1. Call to Order – Jackie Johnson

2. Introduction of Guests – Jackie Johnson

3. Approval of Minutes – Jackie Johnson– Action Required

4. Financial and Operations Update– Kris Keprios

5. Old Business

6. New Business

a. Presentation of FY 16-17 Tourism Sales and Marketing Plan

7. Tourism Industry Updates

a. Attractions

b. Chambers

c. Accommodations: CFVRMA and Hotels

d. Detroit Tigers

e. The Lakeland Center

f. Polk Arts Alliance

g. Sun ‘N Fun

8. Other Business

9. Adjourn