Post on 17-Dec-2014
description
transcript
Convention & Visitor Association
of Lane County Oregon
Eugene Track Town USA
Situation Analysis & Opportunity Statement
Eugene has a rich history as Track Town USA
Great resources for travelers interested in running
Superior upcoming events to attract visitors
A great position for CVALCO to continue to
brand Eugene as Track Town USA
Research
Competitive Advantage
Individual Popular Figures
Buzz About Eugene
Tourism Promotional Efforts
Running and Travel Publications
Target Audience
- Track and Field Fans -TACTICS:
Five-year event calendar
Contact publications Media kit Exit Survey
Target Audience - Track and Field Fans -
OBJECTIVE:
To promote Eugene’s Track & Field and running events to fans so that they choose Eugene as a travel destination specifically to attend events.
STRATEGY:
Our strategy will be to promote Eugene’s Track and Field events and encourage fans to attend the events.
Target Audience
- Running Enthusiasts -
Letting runners know about Eugene
Target Audience - Running Cont. -
STRATEGY:
We will educate runners on the vast running opportunities as well as the strong
historical ties that Eugene has
with the evolution of running as a sport.
Target Audience
- Visitors with Interest in Track and Field -
OBJECTIVE:
To provide travelers with compelling information about Eugene's myriad running opportunities, current track and field stars, and its legacy as Track Town USA so that they will enjoy an enhanced travel experience and return in the future.
Target Audience
- Travelers Cont. -
STRATEGY:
Provide welcoming, visitor-friendly resources for individual travelers to guide, inform, and encourage them in exploring and participating in Eugene's Track Town USA legacy.
Refine selected Web site elements Develop informational, guest-friendly brochure Create self-guided tour package
Target Audience
- Media -
OBJECTIVE: To provide the media with interesting and
newsworthy information about Track Town USA so that Eugene’s Track Town image will be enhanced in they eye of the public.
Target Audience
- Media Cont. -
STRATEGY:
To inform the media of Eugene’s position as Track Town USA and provide them with the proper tools to feature stories related to running in Eugene, elite track and field events, and encourage travelers to visit Eugene to experience the Track Town legacy.
Target Audience
- Media Cont. -
TACTICS:
Pitch to Travel Oregon Pitch to Runner’s World Profile Track Town USA on the Runner’s World
Web site in the “Destinations” category under “Great Runs in the West.”
• Other magazines to consider pitching to: Trail Runner or Northwest Travel Magazine
Target Audience
- Running and Travel Bloggers - OBJECTIVE:
To provide and pitch track and field information and stories to bloggers so that their posts will encourage people to visit Eugene as Track Town U.S.
WE
RUNNING
Target Audience
- Running and Travel Bloggers -
People are blogging about running experiences, training tips and running destinations
Blogosphere is a personal forum for discussion
CVLACO must join the conversation for
Eugene to be on the map
Estimated Budget
Expenses TBD
Press Material Press Kit Brochure Foot Guide Web Revisions
Conclusion
Thank for your time!