2010 - 2011 Marketing Plan
2010 - 2011 Marketing Plan - PUBLIC & MEDIA RELATIONS
Page 9 of 20
SALES – GROUP & LEISURE
Leisure Sales:
Objective:
* Drive visitors to Mendocino County by direct promotion to leisure travel decision makers
Strategy:
* Direct face to face contacts with travel professionals and consumers in a position to recommend leisure travel destinations. Randall indicated that in excess of 90 % of Mendocino visitors are not affiliated with groups
* Personal visits to all AAA offices in the San Francisco and Sacramento metro areas. Provide visitor guides and establish face to face contacts. Follow up at least twice. Offer comp stays to managerial personnel
* Personal visits to all other major travel agencies specializing in leisure sales. Follow the same pattern
* Personal visits to all Convention & Visitor Bureaus, Chambers of Commerce and
* Destination Marketing Organizations. Follow same patterns as above. Consider joining membership CVB’s if return on investment is significant
* Sell Mendocino County directly to our target audience at consumer travel shows in our target markets
* Consumer shows include Bay Area Travel Show, Los Angeles Times Adventure & Travel Expo and Sunset Celebration Days
* Research and identify other trade show opportunities with significant return on investment possibilities. These include niche travel and trade shows such as weddings, nature, “green”, etc.
* Develop pay-to-play opportunities at consumer shows with County businesses
* Encourage development of “outstanding specials and packages” with County businesses
to increase visitation and length of stay when selling Mendocino County
* Evaluate each show attended and provide recommendations for subsequent years based
on return on investment
Goal:
* Obtain 10,000 direct consumer leads
Group Sales
Objective:
* Increase small group business to Mendocino County by creating a small group infrastructure and establishing an awareness of options among those who provide group business
Strategy:
* Pursue dual strategy of contacting convention and meeting event planners and CVBs to encourage group business in connection with target area conventions. In addition, attend trade shows where event and meeting planners are exposed to destination marketing
Tactics:
* Personally visit, and join where possible, all major CVBs in our target areas. Continue active membership with the San Francisco and Sacramento CVBs
* Attend, with key tourism players on a pay to play basis, conventions where event and meeting planners meet to explore destinations
* Attend seminars with San Francisco CVB to be trained in the most effective way to market to groups
* Develop group packages for spousal side trips, business meetings, Board of Director/executive meetings and retreats; packages which can be sold to planners
* Contact County convention venues such as the Ukiah Convention Center to obtain meeting specifications. Possible development of Countywide meetings guide
* Personally contact identified event planners for conventions in target areas
* Facilitate the development and production of a Mendocino County meeting services brochure
Goal:
* Obtain up to 50 small group leads
