POLK COUNTY

JANUARY 13-14, 2015

MARKETING WORKSHOP

• January 13

– Recap of work to date

– Marketing overview

– Marketing objectives

– Audiences

– Branding and messages

– Marketing Strategies, including things you

can do now

– Budgets, Timelines & Measuring Success

Agenda Overview

• January 14

– Workshop to develop strategies and

itineraries

– Coaching by Travel Oregon experts

Agenda Overview

• Tuesday, Oct. 14 | Regional Tourism Visioning Event

3:00-8:00pm | Independence Event Center,

555 S Main Street Independence, OR 97351

• Wednesday, Oct. 15 | Regional Tourism Planning Workshop

9:00am-4:00pm | Independence Event Center, 555 S Main Street Independence,

OR 97351

• Wednesday, Nov. 5 | Culinary & Agritourism Development Workshop

9:00am-4:00pm | Independence Event Center, 555 S Main Street Independence,

OR 97351

• Wednesday, Nov. 5 | Evening Networking Event: Capitalizing on our

cultural heritage

6:00-8:00pm | Eola Hills Wine Cellars, 501 S Pacific Hwy W, Rickreall, OR 97371

• Tuesday, Dec. 2 | Bicycle Tourism Development Workshop

9:00am-4:00pm | Independence Event Center, 555 S Main Street Independence,

OR 97351

• Tuesday, Dec. 2 | Evening Networking Event: Birding Tourism

6:00-8:00pm | Emerson Vineyards, 11665 Airlie Rd, Monmouth, OR 97361

• Tuesday, Jan. 13 | Rural Tourism Marketing – Part 1

9:00am-4:00pm | Independence Event Center, 555 S Main Street Independence,

OR 97351

• Wednesday, Jan. 14 | Rural Tourism Marketing – Part 2

9:00am-12:00pm | Independence Event Center, 555 S Main

Street Independence, OR 97351

• Tuesday, Jan. 27 | Teaming for Success: Finalizing Vision & Building a

Plan of Action

9:00am-4:00pm | Independence Event Center, 555 S Main Street Independence,

OR 97351

PROGRAM GOALS

Raise the awareness and understanding of

the value of the tourism industry

Engage a broad cross-section of the

community in a dialogue to identify strengths

and opportunities

Spark creativity and enthusiasm in

community leaders to contribute to making

Oregon a premiere tourism destination

Connect community and business leaders

with resources to help develop new authentic

tourism products and leverage the assets

they have

Develop new experiences and products

for locals and visitors that sustain or

enhance the geographical character of a

place

Stimulate new local business

development

Establish positive relationships between

community leaders and the state’s

tourism organizations

PROGRAM GOALS

Polk County

Overarching Tourism Development Priorities

• Developing a Comprehensive and Communications

Strategy for the Entirety of the region and all

regional entities (Cities, County, Chambers of

Commerce, Winery Groups, DMOs)

• Developing an Accommodations Plan

• Creating new tourist attractions (Destination

Development Infrastructure)

• Developing Organizational Capacity and Structure

• Developing a 5 year Strategic Plan for this Tourism

Group’s Success

Polk County

Agritourism & Culinary Tourism Strategies

• Polk County’s hoppin’ – Month long events and tours

around hop heritage

• Artisan Trail – Map of Wineries, Artisans, and

Restaurants

• Tribe to Table – using native ingredients and

preparations and culture to create unique dining

experiences

• Experiential Education around lavender and peach

products

• Music on the Vine – a celebration of Polk County’s

wine and music

Polk County

Bicycle Tourism Strategies

• Developing Interpretive signage – Kiosks

• Developing Bike-up campsites near town & Black

Rock

• Improving Collaborative Relationships with Land

Managers

• Developing Bike Repair Stations

• Active Community Participation in the Bike

Friendly Business Program

• Mapping itineraries and rides around town

• Developing a Peddle, Paddle, Pinot, and Pints

signature event

• To foster collaboration among

tourism providers and increase

tourism in order to strengthen our

local economy, civic pride, and

protection of natural resources and

way of life.

Our Draft Mission

• Polk County is sought out as a premier

destination that delights a wide cross section of

tourists. It boasts world-class outdoor

recreation, agricultural and eco-tourism,

scenery and heritage. The local tourism

industry collaborates across businesses and

counties, and local residents embrace tourism

as an economic and social benefit to the region.

As a result of increased tourism, Polk County

has a vibrant social and economic fabric, and

retains its authentic rural roots.

Our Draft Vision

What is Marketing?

Insights: Consumer Trends

Related to Travel People are valuing connections and experiences

more than acquiring the next new thing

“…people receive more enduring pleasure and

satisfaction from investing in life experiences than

material possessions.” -Professor Leaf Van Boven, University of

Colorado/Cornell Study

• The lure

– Experience that motivates the visitor to come to

your destination

• Diversion:

– Things visitors can do closer to home but will do

in your destination because they are there

• Amenity:

– Things that make the visit comfortable (signs,

restrooms, shade trees, parking, etc)

• Ambiance:

– Historic buildings, public art, street banners, etc

The First Question: What are you

marketing?

• Marketing plans consists of: – Goal(s)

– Measurable objectives

– Audiences

– Brand and messages

– Strategies and tactics

– Budget

– Timeline

– Measurements

Marketing Plan Overview

• Everyone in tourism tells a consistent,

compelling story about visiting Polk

County

• Polk County’s visibility as a tourist

destination increases in Oregon and

nationwide

• The local community recognizes the

value of tourism and contributes to a

welcoming experience for tourists

Our Draft Marketing Goals

• How will we know we are reaching our

goals?

• SMART

– Specific

– Measurable

– Attainable

– Relevant

– Time-limited

Objectives

• The Explorer wants a unique travel experience, and they’re not

afraid to get their hands dirty. The Explorer is a mindset, a lifestyle,

a behavior. It’s not a demographic. In MRI*, these people are

defined as:

• Base: West Census Region

– Primary: Oregon, Washington, No. California, Idaho, and Vancouver BC

• Focus: Portland (37%), Eugene (17%), Seattle (9%)**

• Spent $1000+ on domestic or international vacations

• Choose active vacations

• Enjoy any of the following: backpacking, cycling, fishing, golf,

hiking, skiing, snowboarding, surfing, whitewater rafting, beach-

going, culinary travel

– Focus on culinary and cycling

Polk County Targeting Considerations

Additional Target Insights

• Male skew

– Note: Influential Culinary Explorers skew female

• Middle-aged (median age: 44; skews 25-54)

– Note: Influential Culinary Explorers skew slightly older

• Affluent (median HHI $102.6k)

• Married

• Employed (maybe even start their own business)

• College educated

• Epicureans

• Super Influential Vacationers (and their own travel agent)

• Tech-thusiasts (and Mobile comfortable)

• Optimistic

• Buyers of the best

• Green advocates

Polk County Targeting Considerations

• Where do they come from?

• Lifestyle?

• Life stage?

• Interests

– Cyclists, birders, nature, culinary

• Budget?

• What else?

Identifying Your Audience

• Who is your ideal visitor?

• What motivates them to purchase your

product / service?

• What do they want?

• How are you the answer?

Identifying Your Audience

Prioritizing

We know

them well We don’t know them

Big potential impact

Limited potential impact

Prioritizing

We know

them well We don’t know them

Big potential impact

Limited potential impact

cyclists

birders

culinary

nature based

Portland

I-5 corridor

Audience Mapping Exercise –

Worksheets 4a & 4b

(Pages 13 & 14)

• Not sure…

– What they want?

– Why they choose your area?

– How they get information?

– How they make travel decisions?

• Ask them!

Learning More

• More than a logo and tagline

• Behavior, tangible show of mission

• Establishes connection

• Reflects and drives choices

• The total experience

Branding

Great Travel Brands

Travel Oregon Brand

Folks don’t

come to

Oregon to

get away

from it all.

They come

here

because

they need

more of

something.

• Goal: make John Day River

Territory a defined visitor

destination within Eastern Oregon

region

• Situation:

– Few businesses participating in

regional marketing

– Little collaboration

– Each running own marketing &

creative

The View from John Day: Background

Eastern Oregon Overall Brand

30

• JDRT Adopted E.O. brand for their creative, using style

guide & free assets

• Unified look drafts off broader E.O. investment

JDRT Visitor

Brochure

JDRT Banners –Trade & Consumer Shows

Katy insert screen shot jdrt

webpage in eova

Building Your Brand – Valley of the Giants

Building Your Brand – Valley of the Giants

Building Your Brand – Valley of the Giants

Building Your Brand – Valley of the Giants

Building Your Brand – Valley of the Giants

• What makes you most unique?

• What is your personality?

Building Your Brand

Headlines in 2032

Key Messages

QUESTIONS TO ASK KEY COMPONENTS OF YOUR

MESSAGE FRAMEWORK

What? What do you offer?

So what? Why should this audience care?

What need do you fill?

What benefits will they derive?

Now what? What do you want this audience to do?

What: Australia is a place that changes you.

So What: You arrive with all the stresses and

pressures of modern day life, but while you’re

here, the land and the locals very quickly

begin to wash away all those unwanted

feelings and leave you feeling uplifted,

energized and reconnected with your friends

or family.

Now what: Come experience it for yourself.

Key Message: Example

What: Your escape from the city is closer than

you think: Polk County.

So What: From agricultural and culinary

experiences to the outdoors and recreation,

including world-class cycling, we offer the range

of experiences that will help you reconnect with

yourself and to connect with others.

Now What: Bring your sense of adventure and

leave your stress behind, and head to Polk

County.

Key Message: Polk County Example

• Each message is a single idea

• Keep language simple

• Be consistent

• What do your audiences need?

• Messages reflect and reinforce your

brand

• Look at what your competition is

saying

Key Messages: Tips

Next Comes Storytelling

• Characters

• History and perspective

• Places people can visit

• Events

• Active language sparking

interest

• Great photos or videos

• Courses of action to achieve one or

more objectives

– Collectively, strategies should outline the

work required to achieve an objective

• You can’t do everything; strategies

should be focused and feasible

• To test your strategy, ask “why?” The

answer should mirror your objective

• Example:

– Leverage local birding assets to lure birding

tourism during songbird migration periods.

Definition: Strategies

• Specific tasks to achieve a strategy

• Assigned to an individual and with a

deadline

Definition: Tactics

(aka action steps)

Objectives, Strategies and Tactics:

How Wild Rivers Coast Put it All Together

Objective: Visitors from outside our region recognize and seek out Wild

Rivers Coast as a destination

Strategy: Create a strong digital and social media presence for the region

Tactics By Who By When

Create a sub-regional webpage on

traveloregon.com

Refresh and deepen Wild Rivers

Coast’s social media presence

Objectives, Strategies and Tactics:

How Wild Rivers Coast Put it All Together

Objective: Visitors from outside our region recognize and seek out Wild

Rivers Coast as a destination

Strategy: Create a strong digital and social media presence for the region

Tactics By Who By When

Create a sub-regional webpage on

traveloregon.com

Refresh and deepen Wild Rivers

Coast’s social media presence

Objectives, Strategies and Tactics:

How Wild Rivers Coast Put it All Together

Objective: Visitors from outside our region recognize and seek out Wild

Rivers Coast as a destination

Strategy: Create basic tools for consistent use of the Wild Rivers Coast

name and emerging brand

Tactics By Who By When

Develop message frame and

consistently use name “Wild Rivers

Coast”

Create basic tools for consistent use

of the Wild Rivers Coast name and

emerging brand (toolkit, photo library

and video)

Objectives, Strategies and Tactics:

How Wild Rivers Coast Put it All Together

Objective: Visitors from outside our region recognize and seek out Wild

Rivers Coast as a destination

Strategy: Create basic tools for consistent use of the Wild Rivers Coast

name and emerging brand

Tactics By Who By When

Develop message frame

Consistently use name “Wild Rivers

Coast”

Create basic tools for consistent use

of the Wild Rivers Coast name and

emerging brand (toolkit, photo library

and video)

TACTICS: HIGHEST-RETURN

ACTIVITIES TO PUT YOUR

STRATEGIES IN PLAY

Start Here! Leverage Travel Oregon

Marketing Channels

• Travel Oregon: – Our job is to inspire people to choose Oregon for a

vacation

• Regional & Local Destination Marketing

Organizations

– Motivate / inspire people to choose YOUR part of

Oregon

• Local Businesses & Attractions

– Get people to choose YOUR business in

YOUR destination

Who Does What in Marketing Oregon as a

Destination?

• Travel Oregon: – Our job is to inspire people to choose Oregon for a

vacation

• Regional & Local Destination Marketing

Organizations

– Motivate / inspire people to choose YOUR part of

Oregon

• Local Businesses & Attractions

– Get people to choose YOUR business in

YOUR destination

TACTICS: HIGHEST-RETURN

ACTIVITIES TO PUT YOUR

STRATEGIES IN PLAY

Start Here! Leverage Travel Oregon Marketing

Channels

• Travel Oregon: – Our job is to inspire people to choose Oregon for a vacation

• Regional & Local Destination Marketing Organizations – Motivate / inspire people to choose YOUR part of Oregon

• Local Businesses & Attractions – Get people to choose YOUR business in YOUR destination

Who Does What in Marketing Oregon as a

Destination?

• Travel Oregon – Inspire people to choose Oregon for a vacation

• Regional & Local Destination Marketing Organizations – Regional: Willamette Valley Visitors Association (WVVA)

• Motivate / inspire people to choose the Willamette Valley

– Local: Travel Salem

• Motivate / inspire people to choose Polk County, Marion County

and Salem for leisure visitation and convention, sports & event

business

Local Businesses & Attractions

– Get people to choose YOUR business in YOUR destination

Willamette Valley Visitors Association (WVVA)

Who We Are: • WVVA is the regional destination marketing organization

(RDMO) for the Willamette Valley.

• WVVA Board members represent the:

Marion & Polk Counties (Travel Salem)

Linn County (Albany Visitors Association)

Benton County (Visit Corvallis)

East Lane County (Travel Lane County)

SW Clackamas County (Clackamas County Tourism Council)

Yamhill County (Travel Yamhill Valley)

• The Board members develop and implement all marketing strategies with the assistance

of a part-time employee.

• Funded by a portion of the Willamette Valley statewide lodging tax collected

by Travel Oregon AND financial contributions from each DMO represented

on the Board.

What we do: We spread the “wine plus” message

• OregonWineCountry.org

• Oregon Wine Country magazine

• Itineraries

• Events

• Specials and Deals

• Media tours

• Advertising (traditional & online)

• Social Media

• Travel Oregon promotions (e.g.Oregon Bounty/Feast,

Wintercation, Facebook)

• International (e.g. advertising, ITB, JATA)

Willamette Valley Visitors Association

(WVVA)

Travel Salem Who we are:

Mission: Travel Salem markets

and promotes the greater Salem

area as a premier, year-round

destination for conventions,

events and leisure travelers.

Travel Salem serves as the official

destination marketing

organization for the region.

Vision: Bold innovation,

integrated partnerships,

heightened visitor experience,

drive economic impact, support

local businesses, create jobs,

enhance the quality of life.

Funding:

75% City of Salem (TOT)

Transient Occupancy Tax

25% Private & Other

-Marion & Polk Contracts

-Advertising & Sponsorship

-Membership

-Special Events

Board: 20 member board

(Marion & Polk Representatives)

Staff: 10 Full-time & 3 Part-time

Travel Salem What we do: Promote all there is to see & do in Salem, Polk & Marion Counties

Main pillars: Culinary, Cultural Heritage & Recreation

Leisure Marketing / PR

• Main Visitors Center & 9 satellite visitor information locations (135K)

• TravelSalem.com

• Salem Visitors Guide – Promoting the Mid-Willamette Valley (140K)

• Events

• Media Relations ($1.1 million in earned media)

• Interactive Online Map (Polk County leaning)

• Itineraries

• Events (2,045)

• Specials and Deals

• Advertising (traditional & online)

• Social Media

• WVVA promotions (e.g.Vacationfun.com,Oregon

Bounty/Feast, Wintercation, Facebook)

Travel Salem Destination Development

Research/Outreach

• Inventory existing product; listening sessions

Partner Resources

• Create industry toolbox & workshops: business plan, sponsorship packages,

readiness guidelines, visitor experience & best practices.

Strategic Destination Development Plan

• Identify new program opportunities

• Map opportunities to pillars & prioritize to the highest value & regional need

• Examine existing programs – enhance/retool to target overnight stays

• Develop concept papers for potential new programs to capture support & to

serve as foundation for program business plan

Create new product in each pillar

• Culinary, Cultural Heritage, Recreation

• Others that cut across pillars

Groundwork for long-term development strategies

• Funding, Tourism Development Committee, transportation issues,

lodging expansion

Communication & Cooperative Marketing

Paths

Local Businesses, Services, Attractions

Destination Marketing Groups

(Travel Salem, Heart of Willamette Valley, Willamette Valley Wine Trail, Polk County RTS Marketing Group)

Regional Destination Marketing Organization (Willamette Valley Visitors Association)

Travel Oregon

Target Markets

• Media/Advertising

• Media Relations

• Integrated Marketing Content

• Partnership Marketing + Promotions

• Fulfillment

Travel Oregon Marketing Programs

Advertising

Message:

Media Strategy:

Promotion:

Positions Oregon as the travel

destination for outdoor recreation.

Focus on:

TV and online ads placed in

environments that reach active

explorers and outdoor enthusiasts who

are more likely to travel to Oregon Social Media promotion:

• 7 “influencer” tour

• Surprise & Delight Instagram

• Facebook with 7 Wonders contest

Fall

Culinary

Oregon Bounty

Positions Oregon as a premier

foodie destination to inspire

travel while activating “fans”

with Oregon Food Trip content

Spring

Outdoor Recreation

The 7 Wonders of Oregon

• Cycling

• Golf

• Outdoor Adventure

Position Oregon as a winter

destination – not just for ski

but all winter activities.

Activate Oregon “fans”

through co-op ad buy.

Winter

Wintercation

Travel Oregon Marketing Programs

Tools to help you strengthen your fall campaign efforts by aligning with Travel

Media plan

Guide to sharing content

Influencer tour

Photographs

Toolkits

(Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping

Tourism”)

editorial objective:

Cross-Platform Inspiration –

Before the Consumer Arrives

• Feature stories

• Itineraries

• Broadcast

partnerships

• Bloggers +

Ambassadors

• 200 stories/ 70-30

mix original v.

curated

• Social Media

• Print: Visitor Guide

• Mobile trip planner

• Planner emails

• Phone support

• Social Ambassadors

• Welcome Centers

• Google Field Trip

• Social

Cross-Platform Information/Planning/On-the-Ground

Idea to Story: Destination Marketing

Organization Pitches

Story ideas

Travel Oregon platforms &

relevant social media

Seasonal Stories

Itineraries

Grant’s Getaways

Feature Stories

Idea to Story: RTS Idea

Listings

• Attraction

• Event

• Deal

• Restaurant

• Winery

• Lodging

Listings – Good Examples

When you submit the following listings to Travel Oregon they appear on TravelOregon.com

•Attractions Listings

– Free

– Submit via a regional representative

•Events Listings

– Free

– Submit via a regional representative

•Places to Eat/Stay Listings

– Free

– Submit via a regional representative

•Places to Stay

How to Submit Listings on

TravelOregon.com

Listings – Travel Salem

• Businesses

• Activities

• Events

• Lodging

• Cycling Routes, cycling events on RideOregonRide.com (affiliated website managed by Travel Oregon)

-Free

-http://rideoregonride.com/suggest/

• Online Business Listings

–Free

–See handout for how to do this

• Outdoor Trails & Parks

–Free

–Directly to Travel Oregon (orb@traveloregon.com)

Other Listings on

TravelOregon.com

Digital Content – Email Newsletters

Over 180,000 active subscribers

Social Media Outposts

Getting Featured on Travel Oregon’s

Social Channels

• About relationships

• Be where your clients can find you

• Everything should be integrated

• Fresh content

• Captivating imagery

Digital: Key Takeaways