Board of Directors Regular Meeting Agenda


Print

Return to the Search Page Return to the Agenda
 
Meeting Date: 10/20/2016  

SUBJECT MATTER:
Receive, consider and act upon a quarterly update from The Woodlands Convention & Visitors Bureau;
FISCAL IMPACT:
None.
BACKGROUND:
In 2016, at The Woodlands Convention and Visitors Bureau (CVB) Board request, the CVB shifted away from the production of community festivals and events to a newly defined focus, which aligns the organization with more traditional goals of a destination marketing organization.

In January of 2016, CVB Board of Directors and staff developed a Strategic Marketing and Communications plan to act as a road map and outline objectives and strategies for the new focus. The CVB Board approved the plan at the January 12, 2016 Annual Board Meeting.  The Strategic Marketing and Communications Plan acts as an outline and basis of measurement for this and future quarterly reports.

Within the plan, staff identified 3 key strategic initiatives to base objectives and strategies. These are explained below:
2016 Strategic Initiatives
  1. Room Absorption: Develop marketing and sales efforts for effective absorption of significant new room inventory while targeting to maintain current occupancy percentages and achieving desirable ADR and RevPAR.
  2. Target Audiences: Apply market intelligence to develop a deep understanding of the travel aspirations, motivations, behaviors and experiences of all target travel audiences for The Woodlands.
  3. Brand Awareness: Effectively create and shape a fully evolved brand for the destination and build broad awareness of The Woodlands as an upscale, premier leisure, business, corporate, convention and meetings destination.
2016 Objectives, Strategies and Current Progress
  1. Brand & Advertising Campaign
    • Objective: Explore and develop a fully evolved brand identity for the destination and execute the brand through a cohesive advertising campaign.
      • Quarter 1 Action: Completed an online focus group with qualified meeting planners who have hosted conventions and corporate meetings in The Woodlands within the last 2 years in February of 2016. Additionally, the survey for the leisure market was developed. The overall brand sentiment study will reveal current perceptions associated with The Woodlands brand, to define the core essence of The Woodlands brand experience and to explore what makes The Woodlands unique and desirable, while understanding key drivers in selecting a destination by our target audiences.  The CVB is utilizing the current campaign until research is complete.
      • Quarter 2 Action: In the 2nd quarter, the CVB completed the leisure phase of the brand research and compiled the findings into a report which was presented to the CVB Marketing Committee in June. From these findings, a campaign with new photography and taglines will be developed.
      • Quarter 3 Action: The Atkins Group presented two different taglines and four different creative campaign directions to the CVB Board of Directors at the September 21, 2016 Board of Directors meeting. From this meeting, the tagline “Come Alive” was chosen along with a creative campaign that shows the destination appeal of The Woodlands.
      • Quarter 4 Forecast: New photography will be shot for use in the creative campaign. Additionally, CVB staff is developing 2017 marketing deliverables in regards to the creative campaign, technology, media and web spheres.  
  2. Paid Media
    • Objective: Use multi-discipline advertising efforts to increase awareness of The Woodlands to target audiences and markets, build interest and drive visitors to the website and/or other online mediums.
      • Quarter 1 Action: Developed an annual media plan with emphasis on peak planning times while maximizing media impressions, reach and frequencies through expanded budget allocation and a focus on digital and social media channels. This media plan was approved by the Board at the February CVB Board of Directors Meeting and is attached for your reference.
        • Quarter 1 insertions included: SEM, TourTexas.com, TripAdvisor.com, Video Globetrotter, the Houston Visitor Guide (spring/summer) and Texas Monthly.
      • Quarter 2 Action: The peak in the media plan runs during the 2nd quarter flighted for summer travel. 
        • Quarter 2 insertions included: See Texas First, Travel Spike, SEM, TourTexas.com, TripAdvisor.com, USAToday.com, Video Globetrotter, Travel Guides Free, Southwest Airlines, Southern Living, Brides Magazine, Condenast Traveler (Austin/San Antonio, Dallas & Houston regions), USA Today Travel Guide, Texas Events Calendar, Texas Highways, Texas Journey, Texas State Travel Guide, Houston area cable TV buy, Houston Official Visitors Guide, Dallas cable TV buy, Ad Network, TripInfo.com, Trip Advisor (Business Travel), Association Leadership, Convention South, Texas Meetings and Events, Texas Town & City, Texas Monthly and Austin Monthly.
      • Quarter 3 Action: Measurement of the engagement of the insertions up to this point is attached for your reference.
        • Quarter 3 insertions included: See Texas First, Travel Spike, Digital Ad Network (Texas), SEM: Texas, TourTexas.com, TripAdvisor.com (Texas), USAToday.com (Texas), Video Globetrotter, Travel Guides Free, Southern Living, Texas Events Calendar, Texas Highways, Texas Journey, Houston Official Visitor Guide, Wall Street Journal (Dallas/Ft. Worth, Houston), Ad Network, TripInfo.com, E-mail blasts, Association Leadership, Smart Meetings, Convention South, Texas Meetings and Events, Texas Monthly and Austin Monthly.
      • Quarter 4 Forecast: Measurement of engagement of the 3rd quarter insertions will be available. Staff will begin to organize 2017’s media placement schedule to present to the Board of Directors at the beginning of 2017.
  3. Web & Technology
    • Objective: Provide digital solutions to enhance and propel The Woodlands CVB sales and marketing efforts.
      • Quarter 1 Action: Began research into the rebuild of the current VisitTheWoodlands.com website to restructure the site map, navigation, content, functionality and enhance Search Engine Optimization (SEO) with the goal of improving User Interface (UI) to ultimately drive website visitation, engagement and conversion.
        • Visits to the CVB site doubled in 2016 compared to 2015: in the first quarter, VisitTheWoodlands.com saw 31,667 unique visitors to the site compared to 15,849 during the same quarter in 2015.
        • New visitors to the website continue to increase: Of the 31,667 unique visitors to the website, during the first quarter, 77.41% were new visitors (not previously on the site before).
      • Quarter 2 Action: Development of the new CVB website began. New features will include: online tools like interactive visitors guide and itineraries, special offers/packages, upgraded calendar of events, targeted content, meeting planner tools, enhanced social sharing and geo-targeted mapping. Staff worked with The Atkins Group to develop website comprehensives, analyze current content and work to generate new content for build in to the new website.
      • Quarter 3 Action: The new VisitTheWoodlands.com website launched. Staff worked through the first round of post-launch maintenance and suggestions.
        • New visitors to the website continue to increase: In the month since the website re-launched with its new format, 78.71% of visitors to the website were new.
      • Quarter 4 Forecast: CVB staff is working on phase 2 of the website and how to optimize the mobile experience for visitors accessing VisitTheWoodlands.com via smartphone in 2017.
    • Objective: Establish and implement a visitor and meeting Customer Relationship Management (CRM) database through Simpleview.
      • Quarter 1 Action: Staff was trained on the various Simpleview modules by representatives from the Simpleview Company over a two day period in January 2016. Staff then utilized these skills to clean up the merchant database in an effort to begin a process of showcasing what the CVB does and can do for its partners.  Additionally, staff is working to add features to the current CVB website to begin collecting data from CVB web forms.
      • Quarter 2 Action: Staff utilized the CRM system to communicate to merchants and load in leads from captures at sites like: national and regional trade shows, international marketing and sales efforts and information capture at events.
      • Quarter 3 Action: Six e-blasts were sent utilizing the leads built into the Simpleview CRM system with attention to niche market outreach in the areas of interest specified by the lead.  
      • Quarter 4 Forecast: E-blast marketing will continue to utilize the CRM database. Additionally, leads gathered from the Texas Renaissance Festival online survey will filter into Simpleview.
  4. Public Relations
    • Objective: Develop a public relations tool kit to enhance the media’s awareness of The Woodlands as a destination for business and leisure travel.
      • Quarter 1 Action: The CVB curated a defined media list in March of 2016 to distribute relevant information within defined target audience regions.
        • Media releases were distributed in the first quarter to the defined list promoting area activities, promotions and information related to the Waterway Cruisers.
        • Over 125 articles have been written about The Woodlands CVB and their efforts from this targeted list.
      • Quarter 2 Action: The CVB distributed relevant information within defined target audience regions.
        • Media releases were distributed in the second quarter to the defined list including the CVB’s target international media contacts promoting area activities, promotions and information relevant to developments in The Woodlands.
        • Over 358 articles have been written about The Woodlands CVB and their efforts from this targeted list.
      • Quarter 3 Action: The CVB created a landing page for media to visit when writing a story or researching information about the CVB. This online media kit allows users to request photos from a gallery, access press releases posted by the CVB and evergreen stories are housed here.
        • Over 222 articles have been written about The Woodlands CVB and their efforts from this targeted list.
    • Objective: Invest in proactive pitching to strengthen credibility with news outlets and broaden awareness of The Woodlands as a travel destination.
      • Quarter 1 Action: CVB staff wrote and distributed information to local community news outlets in order to educate The Woodlands on the shift in focus from community events to optimizing hotel occupancy.
      • Quarter 2 Action: CVB staff began work to launch an “Importance of Tourism” campaign utilizing the branding research findings reported in the second quarter, Texas tourism studies and research conducted on the tourism sector in Montgomery County. This campaign will be complete with videos, an evergreen landing page on the website and press releases targeting local stakeholders.
      • Quarter 3 Action: CVB staff launched the “Why Tourism Matters” landing page on VisitTheWoodlands.com. Press releases associated with this project will be released during the fourth quarter.
    • Objective: Coordinate familiarization (FAM) tours and/or visits for travel writers and bloggers to see firsthand the opportunity The Woodlands has as a travel destination.
      • Quarter 1 Action: The CVB booked two qualified lifestyle bloggers to experience The Woodlands including:
        • Katey McFarlan of Chronicles of Frivolity, a luxury fashion blogger from Dallas.
        • Cassie Freeman of Hi Sugarplum blog has been featured in Better Homes and Gardens, HGTV and in partnerships with Nordstrom. Cassie and her family reside in Dallas.
      • Quarter 2 Action: The CVB booked two qualified lifestyle bloggers to experience The Woodlands.
        • Kristin Finan, leisure and travel writer for The Austin American Statesman and author of several travel books.
        • Heidi Gollub, collaborated for Are We There Yet Mom? Blog out of Austin, Texas.
      • Quarter 3 Action: The CVB booked DFW Child Magazine to experience fall in The Woodlands at the end of September. Article and statistics will be available in Q4. The CVB also booked an international FAM trip visiting at the end of November. Staff is working with Travel Texas to host the group of 17 including tour operators and media clients.
  5. Social Media
    • Objective: Engage potential visitors across social channels to create awareness of The Woodlands as a destination for travel.
      • Quarter 1 Action: generated relevant content geared towards potential visitors to educate those unfamiliar with what The Woodlands has to offer.
        • Twitter impressions have increased by 136%. By unlinking the account from Facebook and sharing specific Twitter messages, users are able to interact with the content more.
        • Facebook conversion rate increased by 144%.
        • Instagram followers have increased by 40%.
      • Quarter 2 Action: generated relevant content geared towards potential visitors to educate those unfamiliar with what The Woodlands has to offer.
        • Twitter impressions continue to climb. Impressions within the second quarter represented a 46% increase over that within the first quarter.
        • Facebook conversion rate in Q2 increased by 34%. Currently 73% of all Facebook engagement results in a visit to the website.
        • Instagram followers have increased by 66%.
      • Quarter 3 Action: generated relevant content geared towards potential visitors to educate those unfamiliar with what The Woodlands has to offer.
        • Twitter engagements have increased by 52.8%.
        • Facebook conversion rate increased by 19.63%.
        • Instagram followers have increased by 36.3%. 
           
  6. Collateral
  • Objective: Develop an inclusive printed guide to showcase the opportunity of corporate meetings, conventions, business travel and sports events in The Woodlands.
    • Quarter 1 Action: Collected database of meeting planners to send updated guide once completed.
    • Quarter 2 Action: The CVB launched newly redesigned Meeting Planner Guides that will be able to be personalized for each planner.
    • Quarter 3 Action: The CVB distributed the redesigned Meeting Planner Guides to leads from conferences and reputable meeting planners who solicit requests.
    • Quarter 4 Forecast: Evaluate updates that need to be made in the 2017 printed piece.
  • Objective: Refresh the Visitor Guide to solicit potential travel to The Woodlands from the leisure market.
    • Quarter 1 Action: Over 3,000 guides have been distributed from online requests, events and through merchants.
    • Quarter 2 Action: The CVB launched the newly redesigned editorial style visitor guide and is utilizing it to solicit future travelers to The Woodlands.
    • Quarter 3 Action: The CVB sent out the newly redesigned visitor guide to those leisure visitors who expressed interest in the destination.
    • Quarter 4 Forecast: Evaluate updates that need to be made in the 2017 printed piece.
  • Objective: Continue and update Tear Off Map and Restaurant Guide to be used in-destination for educational purposes on locations within The Woodlands Town Center.
    • Quarter 1 Action: Over 8,500 maps were distributed to hotel partners and visitors kiosks in an effort to directly reach visitors when they have questions or need directions while in destination.
    • Quarter 2 Action: Suggested updates to the map were gathered in order to accommodate restaurant, Waterway Cruiser and Trolley route changes.
    • Quarter 3 Action: Additional suggestions were made to update the map. These updates include the addition of hotels. More suggestions will be gathered and production will begin in Q4.
  • Objective: Engage CVB partners, merchants and peers with CVB initiatives through the quarterly printed newsletter, Current.
    • Quarter 1 Action: Curated content for the spring 2016 edition of Current that will stimulate the awareness of the CVB’s mission and yearly objectives as well as events and promotions happening in The Woodlands.
    • Quarter 2 Action: Spring 2016 Current distributed to 5,000 addresses. Summer content, design and printing took place.
    • Quarter 3 Action: Summer Current was distributed to 5,000 addresses at the beginning of July. Fall Current was distributed to 5,000 addresses in September.  
      7. Group Sales
  • Objective: Generate meetings/convention room nights in The Woodlands.Prospect groups that generate room nights to fill multiple hotels and create compression in the area.
    • Quarter 1 Action: Worked with Premier Soccer Services to book Copa Rayados Internacional tournament over the Thanksgiving weekend when hotel room utilization is historically slow.  The tournament is expected to generate over 4,000 room nights.
    • Quarter 2 Action: Continually work with Premier Soccer Services to develop marketing collateral to educate all registered teams about The Woodlands and amenities.
    • Quarter 3 Action: The Convention Development Manager and Convention Development Specialist created an itinerary for the participants of the soccer tournament. Brand Development Manager, Emilie Harris, created a dedicated webpage specifically for the tournament where we will have the itinerary, information about The Woodlands and special offers from merchants in English and Spanish.
    • Quarter 4 Forecast: Post-event follow-up with Premier Soccer Services to discuss how the overall tournament went as well as issue the rebate that The Woodlands CVB agreed upon. The Woodlands CVB will continue to work with Premier Soccer Services to see what could be done differently in future years.
  • Objective: Utilize budget funds to add value to prospective meetings in The Woodlands.
    • Quarter 1 Action: Presented new incentive program for CVB Board Approval. The program will add value to meetings in The Woodlands and entices meeting planners to sign business with local hotels. Hotels have received information regarding new program.
    • Quarter 2 Action: Staff anticipates utilization of funds. The Incentive Funds Policy was modified to include not just new group business to The Woodlands, but all group business. 
    • Quarter 3 Action: Staff will continue to take each Incentive Fund Request on a case by case basis. Staff analyzes the amount of Room Revenue that the group brings in as well as the impact on our local economy. There is one group coming to The Woodlands in October that have the potential to collect Incentive Funds based upon their pick-up report.
    • Quarter 4 Forecast: Analyze the Incentive Fund Request process and discuss any changes and/or improvements that could be made to the program.  
  • Objective: Elevate service options provided to groups in order to enhance the in-destination experience.
    • Quarter 1 Action: Hired Group Sales Specialist to provide personalized services to groups including, but not limited to, name tags, welcome bags, offsite activity assistance and registration desk staff.
      • Provided welcome bags and other pertinent information to 11 meetings or groups in The Woodlands.
      • Worked with the Thrive Blogger Conference to host luncheon for group and provided welcome amenities.
      • Built webpage on the CVB website with special promotions for attendees of the Lunar and Planetary Conference in March.
    • Quarter 2 Action: Provided a Concierge Style booth at the ISRI Gulf Coast Chapter Conference at The Woodlands Waterway Marriott.
    • Quarter 3 Action: Staff assisted with a Site Tour of The Woodlands for a conference in 2018. Staff provided transportation, lunch and a run-through of everything The Woodlands has to offer.
    • Quarter 4 Forecast: Continue to work with Hotel Partners in bringing in group business and assisting with site tours as needed.  
  • Objective: Meet with potential meeting planners to sell The Woodlands as a destination for conferences and meetings.
    • Quarter 1 Action: Attended Southwest Showcase in Austin, Texas to work trade show booth and have access to over 200 planners from the association market. Met with meeting planner who has conference at the Marriott in September to provide site tour of the Waterway area and planned for possible fun run.
    • Quarter 2 Action: Attended the Fraternal Executives Association Conference and the MPI World Education Conference in June where staff received access to potential meeting planners for The Woodlands.
    • Quarter 3 Action: Attended conferences such as:
      • Attended Connect Marketplace in Grapevine, TX. The Convention Development Manager met with 29 meeting planners, one-on-one.
      • Attend Texas Society of Association Executives in San Antonio. This was a great educational conference for networking. The Woodlands CVB sponsored a Bonus Bag Item Giveaway. The Convention Development Manager was able to assist in handing out the bags to all of the Association Executives as they registered.
      • Attended Plan Your Meetings Live Event in Dallas, TX. The Convention Development Manager met with 30 meeting planners, one-on-one throughout the event.
    • Quarter 4 Action: Attend two more events that allow for one-on-one appointments with meeting planners: Smart Meetings Southwest in Dallas, TX and Connect Texas in Galveston, TX.
      8.Co-Op & Partnerships
  • Objective: Strengthen cooperative advertising and partnerships to maximize advertising dollars and broaden reach of brand awareness.
    • Quarter 2 Action: Cooperative campaign launched in June of 2016 and will continue through the end of September.
    • Quarter 3 Action: Final Wall Street Journal insert published September 27.
    • Quarter 4 Forecast: Report back to partners regarding impression numbers and co-op campaign success. Discuss potential options for next year’s co-op campaigns with the media buying team at The Atkins Group.
  • Objective: Partner with the Greater Houston CVB to expand marketing capabilities into new and existing territories with additional leverage.
    • Quarter 1 Action: Board approved agreement with the Houston and Beyond campaign to collaborate efforts of shared leisure travel interests and, as the whole is greater than the sum of its parts, enhance the appeal of the region as a premier leisure travel destination. The initiative campaign includes opportunities for both media insertions and trade shows, as well as exploration of partnerships with airlines and other hospitality partners.
      • The CVB participated in the March edition of Texas Monthly under the Houston and Beyond umbrella.
    • Quarter 2 Action: the CVB continued meeting on a bi-monthly basis with Houston and Beyond partners. The Woodlands CVB partnered with Houston and Beyond partners and Team Texas for a collaborative booth at the 2016 Albuquerque International Balloon Festival in New Mexico in order to capture leisure traveler information at a major feeder market hub for Texas travel. The Woodlands also joined a smaller task force within the Houston and Beyond team dedicated to exploring digital components of the partnership that may lead to opportunities with geocaching.
    • Quarter 3 Action: The Woodlands CVB participated in the 2nd Annual Houston Travel Summit with a partner booth. Staff also set up a web conference with GeoTours partners to discuss potential geocaching campaign. Staff continued to meet on a bi-monthly basis with Houston and Beyond partners and explore the opportunities afforded through partnership.
  • Objective: Build packages and special offers to entice visitors to experience the multitude of offerings in The Woodlands including shopping, dining, cultural exhibits, performing arts and outdoor activities.
    • Quarter 2 Action: Staff was presented with the opportunity to assist in the packaging of the Texas Renaissance Festival experience.
    • Quarter 3 Action: Staff worked closely with The Texas Renaissance Festival to package room nights and ticket sales. Staff also created a dedicated page on VisitTheWoodlands.com to distribute information and free tickets to website visitors who filled out survey data. Staff worked with COPA Rayados Internacional Soccer Tournament in filling room blocks. Staff is developing a badge program that partners local restaurants with COPA in order to push discounts to tournament attendees.
    • Quarter 4 Forecast: Staff will populate Simpleview with The Texas Renaissance Festival survey information. Staff will report on the success of the COPA Rayados Internacional Soccer Tournament.
      9.CVB Efforts
  • Objective: Partner with restaurants, hotels, retailers and attractions to increase awareness of CVB efforts which will provide content and information for partners to promote what is happening in The Woodlands to encourage overnight stay to potential visitors.
    • Quarter 1 Action: Hosted Marketing Committee Meeting in February and discussed upcoming Brand Development research, travel writer pitches and received updates from committee members.
    • Quarter 2 Action: Hosted Marketing Committee Meeting in May and relayed Brand Development research findings to all partners and received their updates. Communicated monthly with partners in order to feature special promotions on the VisitTheWoodlands.com dedicated itinerary pages.
    • Quarter 3 Action: Discussed reformatting the Connections meetings to be one-on-one updates with local merchants in order to establish a more personal connection with each business in the area. Merchants suggested a change in time and frequency, but agreed that a group format was a better fit.
    • Quarter 4 Forecast: Evaluate frequency and time of merchant meetings. Develop a schedule of meetings for 2017. Send schedule to partners. 
  • Objective: Strengthen advocacy efforts within the community for the travel industry.
    • Quarter 1 Action: Continued membership with Texas Travel Industry Association and Texas Association of CVBs to increase awareness of issues affecting the travel industry. The Brand Development Manager and the Convention Development Manager attended the TTIA Unity Dinner which gives CVBs and opportunity to network with legislators and discuss import travel and tourism topics.
    • Quarter 2 Action: Participation in National Travel and Tourism Week.
    • Quarter 3 Action: Launched the “Tourism Matters” campaign with the target demographic of community stakeholders.
    • Quarter 4 Forecast: Begin production for the “Tourism Matters” video to be published on the landing page and for distribution via social channels in 2017.
  • Objective: Invest in education opportunities to expand the knowledge and skills in the tourism industry for staff.
    • Quarter 1 Action: Brand Development Manager and Marketing Specialist Attended TACVB Mid-Winter educational conference in Beaumont, TX. Additionally, Brand Development Manager and Convention Development Manager attended a seminar on packaging and special offers hosted by the Greater Houston CVB.
    • Quarter 2 Action: President Nick Wolda attended TTIA’s Travel and Tourism College, a four year educational program for destination marketers. Brand Development Manager, Emilie Harris, and Convention Development Manager, Alie Broussard, registered for a webinar on leadership in DMO’s. Brand Development Manager, Emilie Harris registered for TACVB’s Annual educational conference in El Paso, TX.
    • Quarter 3 Action: President Nick Wolda will attend DMAI’s 2017 CEO Summit. Brand Development Manager, Emilie Harris, will attend TACVB’s Annual educational conference in El Paso, TX. President Nick Wolda, Brand Development Manager, Emilie Harris, Convention Development Manager, Alie Broussard, Marketing Specialist, Molly Redus, Convention Development Specialist, Josie Lewis and Intern, Mariana Almanza, attended GHCVB’s Annual Meeting. Convention Development Manager, Alie Broussard, attended Connect Marketplace, Texas Society of Association Executives Annual Conference, and Plan Your Meetings Live Event.
    • Quarter 4 Forecast: Staff to attend TTIA’s Travel and Tourism Summit in Houston. Staff to plan for trip to TACVB’s Mid-Winter conference in January. Convention Development Manager, Alie Broussard, will attend  Smart Meetings Southwest event and Connect Texas.  
  • Objective: Garner support of The Woodlands CVB Board of Directors for proposed initiatives.
    • Quarter 1 Action: Held 3 CVB Board of Director Meetings.
    • Quarter 2 Action: Held 2 CVB Board of Director Meetings.
    • Quarter 3 Action: Held 1 CVB Board of Director Meeting.
     10.Special Events
  • Objective: Sponsor special events and programs which show a correlation in increased hotel occupancy.
    • Quarter 1 Action: Generated specific webpages, news releases and social media content for a variety of special event and programs in The Woodlands. Promotions included: Valentine’s Day weekend, The Woodlands Marathon, Spring Break, and Easter.
    • Quarter 2 Action: Generated specific webpages, news releases and social media content for a variety of special event and programs in The Woodlands. Promotions included: The Waterway Arts Festival weekend, IRONMAN weekend, July 4th Weekend and Memorial Day weekend.
    • Quarter 3 Action: Generated specific webpages, news releases and social media content for a variety of special event and programs in The Woodlands. Promotions included: July 4th Weekend, Labor Day weekend, Summer Getaways, and The Texas Renaissance Festival.
    • Quarter 4 Forecast: Continue generating specific webpages, news releases and social media content for special events and programs in The Woodlands.
      11.Research & Reporting
  • Objective: Use this fiscal year to define key metrics to benchmark future success and growth opportunities regarding awareness and visitation to the destination.
    • Quarter 1 Action: Developing key performance indicators that represent the CVB’s performance activity. Ex: STR report to analyze Hotel Occupancy Tax (HOT), Average Daily Rate (ADR), and Revenue Per Available Room (RevPAR); Sales Tax Evaluation; Economic Impact; Brand Awareness Studies; and other ongoing Insights and Trend Reporting.
    • Quarter 2 Action: Develop and implement monthly reports to educate the CVB Board of Directors, Township Board of Directors, Township Executive Management Team, CVB Marketing Committee and other key stakeholders on the monthly accomplishments and activities of TWCVB.
    • Quarter 3 Action: Sent out July, August and September monthly reports.  
    • Quarter 4 Forecast: Develop 2017’s Strategic Marketing and Communications Plan for presentation to the board at the January 2017 CVB Board of Directors Meeting.  
  • Objective: Determine visitor origin and key travel planning and booking periods from current audience segments, and identify travel segments that represent the most potential for the destination.
    • Quarter 2 Action: Suggested an increase in the Market Research budget line item in order to allow for such a study to be completed in 2017.
    • Quarter 3 Action: Line item was approved.
    • Quarter 4 Forecast: Discuss timelines and goals for 2017 research.
RECOMMENDATION:
None.
Attachments
Creative Campaign
CVB Media Plan
RWeThereYetMom Media Kit
Q2 Impressions
Austin American Statesman


    

Level double AA conformance,
                W3C WAI Web Content Accessibility Guidelines 2.0

AgendaQuick ©2005 - 2020 Destiny Software Inc. All Rights Reserved.