Keeping
The
Train
On
The
Tracks
PLAN THE WORK &
WORK THE PLAN
THE 4 SEASONS OF ETN - TOURISM
Holidays Impact – FIT - Travel & Tourism
FEDERAL HOLIDAYS 2013 –VS- 2014
MARKETS WHO TRAVEL - SPRING
January - April • Associations
• Church
• Convention
• School
MLK Day, Presidents Day & Memorial Day
MARKETS WHO TRAVEL - SUMMER
May – August • Associations
• Church
• Convention
• Corporation
• Reunion
• School
Spring Break & Summer Break are in SUMMER
MARKETS WHO TRAVEL - FALL
Sept. – October • Association
• Church
• Corporation
• Reunion
• Senior
Labor Day & Columbus Day – LEAVES CHANGE!!
MARKETS WHO TRAVEL - WINTER
Nov. – Dec. • Church
• Corporation
• School
• Senior
Veterans Day, Thanksgiving & Christmas – SNOW!!
WE ARE GOING TO MOVE LIKE
FREIGHT TRAIN
PLAN THE WORK… WORK THE PLAN…
Area Intercept Markets
Cabin Rentals
Gas Stations
Hotels
Time Share / OPC’s
VIP Program
Group Markets
Association
Church
Convention
Corporate
Reunion
School
Scouts
Tour & Travel
MARKETING & SALES ACTION PLAN
ales Action Plan
Area Brochure & Discount Routes
The cabin market accounts for
approximately 45 % of the lodging needs
in the Great Smoky Mountain Market.
CABIN RENTAL
2013 Actual 207 Locations
2014 Goal 244 Locations
If goal is met @ 100% = market penetration by + 17.8%
Objective To create an area endearment
program and increase distribution points by at least15%
Strategy To strategically target successful cabin rental programs that will sell vouchers, wrists bands
or distribute discounts & or become a package/partners in online marketing.
CABIN - OBJECTIVE & STRATEGY
Action Required Start - Date Responsible End - Date
Access 2012-13 list of Cabins break down
by company and location, I.e. city. Acquire
list of companies from County Clerk.
9/1/13 Carl 9/14/13
Create buy 2- get on free intercept piece,
Get with creative designer and lay out
graphics for a 4x6 intercept piece
10/1/13 Carl / Rich 10/14/13
Printing Quotes 10/1/13 Rich 10/14/13
Print & Roll Out 1/10/14 Carl / Bob Ongoing -14
Ride along with Bob, area rout driver
observes daily interactions with frontline
workers. Hot spots PF - Hot Spots GAT
2/15/14 Carl / Bob 2/17/14
CABIN - PLAN PRINT & DELIVER
TRAINS THAT GET SIDE-TRACKED
Soliciting Church Groups
Church - Youth groups tend to travel late
October–February & still plan
90–120 days out.
CHURCH GROUPS
Church Group Fall Winter
2013 Actual 1,450 People
2014 Goal 2,450 People
Objective To Increase Paid attendance and spread word of mouth message “Exciting Experiences” as a
MUST- Do
Strategy Package with lodging companies &
Convention Centers - offer opportunity to allow groups to use the upper deck or by the
river for Sunday Morning Prayer Devotional
CHURCH – OBJECTIVE & STRATEGY
What can you offer that is …Unique?
Action Required Start - Date Responsible End - Date
Acquire list of Church’s’ that are Pre-
booked for 2014 Contact area Hotels
Cabins, Convention Centers.
5/1/13 Rich Ongoing 2013-
14
Begin calling last yrs. Church leaders 6/2/13 Rich 7/15/13
Purchase New Direct Mail list 6/15/13 Rich 6/22/13
Develop Direct Mail Piece 7/1/13 Tom / Rich 7/8/13
Develop E-Mail Piece 7/1/13 Tom / Rich 7/8/13
Printing Quotes 7/1/13 Rich 7/10/13
Drop Mailing 7/15/13 Rich /Mail Co 7/15/13
Send E-mail 7/22/13 Rich 7/22/13
CHURCH GROUP ACTION PLAN
TARGETING FALL 2013 - SPRING 2014
THE TRAIN IS ON THE TRACKS
KEEP UP THE MOMENTUM!
Thank you
For Your Time & Attention
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