Marketing Management EMBA 216 Presented: Robert Paul Ellentuck October 30, 2009

COPYRIGHT 2010, 2011 ALL RIGHTS RESERVED ROBERT PAUL ELLENTUCK

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Introduction
Purpose is give an executive overview of the marketing

plan and activities for FY2010 (July 1, 2009 to June 30, 2010)
Business Overview

Focus on the Marketplace Competitive and Situational

Analyses Marketing plan objectives and strategies Marketing tactics & activities roadmap Next steps

Vision
Annapolis and Chesapeake Bay Visitor and Tourism Bureau promotes Annapolis and Anne Arundel County as destination for leisure travel as well as corporate/business & conferences.

Business Overview - Industry

Tourism is the largest service market in the world;

growing at a rate of 5.4%

National; travel volume was relatively flat since 2006 Decreases in day trips and overall business trips. Leisure travel continues to grow - 74.8 % (all persontrips); overnight and day-trips almost evenly split with 49.5% & 50.5%

(Source: Travel Industry Association of America (TIA))

Business Overview Industry: Maryland

Marylands occupancy demand was up 1.1%, compared

to Jan-June period in 2008

Growth was more than twice the national average, and

predominantly occurred in Baltimore City and BWI Airport/Annapolis

Annapolis saw greatest gain in bookings at 6%

(Sources: (Travel Industry Association of America (TIA) Annapolis, Anne Arundel County Convention Visitor Bureau (AAACCVB), Smith Travel Research (STR))

Business Overview: Value of Tourism - Annapolis

What are you worth to the State of Maryland?

Annapolis to Anne Arundel County Tourism generates $65.9 million in tax revenue Travelers spend an estimated $1.5 billion Tourism supports 41,000 direct and indirect jobs Tourism pays out $641 million in Anne Arundel County wages 17% of the states tourism jobs are in Anne Arundel County

(Source: Anne Arundel County State of Economy, Value Tourism Report)

 Issues faced by Annapolis Quick review of competitive Set Opportunities available to Annapolis Annapolis SWOT Why Annapolis?

What are the issues?

Need more money for promotions. Promotional budget has been flat

due to the States financial situation and independent membership

New money sources (e.g. Film, TV) are subjected to the State, Capital

MD, and Naval Academys policies

Out spent among their competitive set: Newport, RI; Charleston, NC;

Savannah, GA

Considered as day trip location tagged-on to a Washington, DC

and/or Baltimore, MD trip

Sources: (AAACCVB, Newport County Convention & Visitor's Bureau, Travel Industry Association of America GA, NC; savannahga.gov, United States Naval Academy)

Competitive Set
Charleston, SC Southern hospitality
Strengths Leisure: Creative Packages Business: Convention Center/Hotels
Opportunity Carnival Cruise Lines year round

Newport, RI Sailing Tradition

Strengths Sailing Weakness one season & Wedding destination destination Little Business Travel Opportunity Expand into the shoulder months Threat - down economy programs on hold

Weakness Three seasons destination Threat - Increase in travelers = increase City traffic & congestion

Savannah, GA Hostess City of the South

Strengths Leisure: wide range packages - antebellum character Opportunity Variety of Segments (e.g. Gay, Active Life style, Civil War, Black) Weakness Expensive City, Low Business travel Threat - Niche Markets need large budgets

Sources: (AAACCVB, Newport County Convention & Visitor's Bureau, Travel Industry Association of America GA, NC; savannahga.gov)

Annapolis, MD SWOT
Strengths
- Historical Small Town & Seaport - Near large Cities; mild weather - Yachting, boating, Sailing Events - Diverse well educated population

Weaknesses
- Not known as Colonial Town - Over-shadowed by Baltimore & DC - Too much promotion on water activities - Independent minded lack cooperation

Opportunities
-Leverage Romance for weekends - Promote location to Big Cities - Expand destination year round - Leverage the Naval Academy - Green/Eco-friendly

Threats -Down economy- less travel/dining out - May become a day trip destination - Winters can be unpleasant - Military may be off-putting - Too many messages

What are the Opportunities?

Maryland matching funds expanded FY11 to Co-op with other

Maryland tourism boards (e.g. Baltimore)

Leverage short distance from Washington, DC and create co-op

campaign with funds from Capital Region USA

Work with other Sailing Areas or small towns to create cross-

promotional opportunities (e.g. Newport, RI and/or Monterey, CA)

Continue to work with State and Naval Academy to create a more film

production opportunities

Create a social media community with stakeholders from the

association

Why Annapolis?
(Forbes)

Voted one the Prettiest Towns and

Easts Most Romantic Destination

(USA Today)

Top Sailing destination

500 Miles of Coastline Chesapeake

Bay/Severn River

(AACCVB)

A Variety of hotels and Historic

Inns/B&Bs Restaurants
(Washingtonian Magazine)

Year-round destination

(STR, Weather.com)

Objectives Strategies Target Audiences - Personas Feeder Markets/Geography Marketing Activities/Roadmap

Marketing Objectives

Increase bookings for FY10 to FY11 by 8% and overall visitor

spending in Annapolis and Chesapeake Bay Area

Position Annapolis as a year round destination filled with

diverse activities based on romantic theme

Leverage matching funds program with Baltimore

(Maryland Co-op fund expands FY11) and create partnership with DC

Build awareness among traveler writers, stakeholders, and

visitors, specifically international markets

Marketing Strategies

Develop an Integrated Marketing and Communications plan

with cohesive messaging to reach the target audiences

Create year round campaign utilizing a mix of new and

traditional media

Themes to be introduced to reflect the seasonality and diverse

offerings of Annapolis and Chesapeake Leverage the areas diverse lifestyle and media outreach

Reach international media through PR with video in markets

with high sailing venues (e.g. UK, Canada, France)

 Primary Target Audience

Leisure Traveler

Who are they?

Women 35+ with skew to 35-65; Household Income $100,00o+ College Educated, Professional/Managerial Skewed married with children, beginning empty nest phase Enjoys travel experiences; active lifestyle: sailing/boating/water sports; golf; spa; art; antiquing Business/Meeting planner Travel media writers Yachting (skews male) Naval Academy Active Alumni (skews male)/Academy Sponsors

Secondary Target Audiences

How will they be reached?

Creation of Integrated marketing and communications

utilizing multi-media and visitor outreach to increase the touch points for conversion as well as overall customer experience

One overall campaign to focus on the sweet spot with themes to resonate with each of the segment Use of traditional, Online, and new media techniques

PR, Radio, Print, direct mail, electronic direct, geo-targeting banners drive consumers to micro-sites, website registration for epostcards and newsletters to create an in-house list Use facebook applet, blogs , Flickr, YouTube, Twitter to create more engagement and buzz effective

Regional Visitors Adults 35-65 HHI: $100,000+ Regions: North

What are the segments?

Celebrators Woman 35-54 HHI: $100,000+ Regions: North East, Mid-Atlantic, All 1-2+ night stay Hotels, B&B/Inns, Outdoors, Drive 1-4 hours (Girls weekend, birthdays, Holidays), Tag-ons from DC or Baltimore Amy Parents Club Naval/St. Johns Adults : 40-65 HHI: $100,000+ COH: 2, 18+ (1) Regions: All 2 -4 night stay Hotel Restaurants

East, Mid-Atlantic
1-3+ night stay Hotels, B&B/Inns Sailing,/Boating, Foodies, Historical, Quaint Towns, Outdoors, Drive 3-4 hours Catherine & Robert

Yachting/Sailing Skews Male 40+, Married HHI: $100,000+ Own a boat Regions: Coastal 1+ night stay Hotels, Sailing/Boating, (Boat Shows), Generally Boat in or Fly. Married.

(graduation/commissions)

drop off freshman, Parents Weekend, fall and spring. Air and car travel. Larry & Maggie

Sam

Where do they live?

Primary Feeder Markets for Annapolis New York Pennsylvania Virginia West Virginia Washington, DC Newport, RI Baltimore and other Maryland Cities

Exploration Markets
International: Canada, United Kingdom, France, Germany

How will they be reached?

Highlights of the Plan
Sales/Partnerships

Develop Alliances with Destination DC and Baltimore City to promote the region to visitors, meeting planners, Sports Promoters Build a citywide partner committee to attract and book groups Expand partnerships in untapped categories

Visitor Services

Create a concierge online and offline for visitors in promoting packages Expand Volunteer Information Specialist Program

Communications

Create an easy to use media section on website for Journalist Post podcasts of radio interviews and video on Website

How will they be reached?

Highlights of the Plan
Advertising & Marketing

Develop Micro-sites to help break through the clutter Create more opportunities on website to capture email names and mini visitor profiles Create a user-friendly concierge online and offline to create unique packages Develop an overall policy for Annapolis owners club for Social Media Build website 2.0 that is keeping with trends Field brand research awareness studies, online surveys to capture visitor experience

Benchmarks Metrics

Measurement will be ROI, awareness studies, multi-media clippings, size of social media communities and web analytics

FY2011 Roadmap of Marketing Activities

2011 2010 July Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Annapolis The Sweet Spot Campaign Publicity Cover Social Media
Themes Promos Sailing and Boating Pkgs Radio Print DM EDM Banners geo-targeting Facebook app gift a crab Print DM EDM Banners geo-targeting EDM Banners geo-targeting Winter Wonderland Pkgs Radio Print DM EDM V-day Spring Fling Pkgs Radio Celebrations Pkgs Radio Print DM

Facebook app trivia game

Website Redesign

Web

Send a Postcard
Newsletter

MEDIA

My Concierge

Greetings

Greetings

Annapolis, MD

Annapolis, MD

Call us today 410.280.0445 or toll-free at 888.302.2852

Any Questions Deliver the marketing plan Field Market Research