PA DUTCH CVB MEMBER BRIEFING December 5, 2012 A special thanks to our sponsors: and to Elizabethtown College for hosting this meeting
Agenda • • Welcome President Search Update Marketing Campaigns Fiscal Issues
Our Mission To increase visitation to Lancaster County for the purpose of maximizing economic prosperity and employment opportunities for the destination.
President Search Scott Miller, Chair PA Dutch CVB Search Committee
Marketing Campaigns
Marketing Campaigns Harvest Season Campaign Metrics Christmas Campaign Plans Moving Forward – 2013 Campaign shift Seasonal initiatives
Fall Interactive Campaign Comprised of 5 major elements Social Media Components (Paid promoted posts on FB) Placement on Trip. Advisor. com Traditional re-targeting Search re-targeting Email distribution
Lancaster County Christmas Message: Make a visit to Lancaster County a holiday tradition Call to Action: Visit Lancaster. County. Christmas. com for more information.
Holiday Traditional Media Components Target Markets & Media: Philadelphia Combined Harrisburg DMA (TV & radio) Reach/Frequency: – 75. 6%/6 DMA (TV only) Reach/Frequency: Flight Dates Weeks TV – 83. 2%/5 of 11/19, 11/26, 12/3, and 12/10 B 101 Trivia game “Lancaster County Christmas” On air and on B 101’s website Targeted post on Facebook to B 101 listener area
Holiday PR & SM Components Public Relations: Lancaster County Christmas-based wish list of holiday ideas Targeted pitching & press tweets Social Media: Blog Series – 25 days of Lancaster County Holiday Traditions Promoted Facebook posts
Holiday Interactive Components Increase of SEM spend Lancaster County Christmas landing page Re-targeting buy Themed Travel. Guides
Moving Forward - 2013
Moving Forward - 2013 Simply Lancaster County What we envision Treasure A Simple Sunrise Ann Arbor Seasonal Initiatives Spring – Interactive Campaign Summer – Traditional Media and Interactive Fall – Interactive Campaign Holiday – Traditional Media and Interactive
Fiscal Issues
2013 Budget Overview Revenue 2013 Budget 2012 Projected Tax Revenue $1, 485, 000 $1, 575, 000 Advertising $843, 000 $807, 000 Member Investment $643, 000 $633, 000 Other Revenue $144, 000 $157, 000 Total Revenue $3, 115, 000 $3, 172, 000 Note: 2012 Received one month of Hotel Tax Revenue
2013 Budget Overview Expenses 2013 Budget 2012 Projected Marketing Investment $1, 600, 000 $1, 655, 000 $477, 000 $443, 000 $1, 042, 000 $1, 350, 000 Sales Dept. Expenses* $252, 000 $249, 000 Operational Expenses $280, 000 $300, 000 Misc. Expenses $89, 000 $94, 000 Total Expenses $3, 740, 000 $4, 091, 000 Net Loss ($625, 000) ($919, 000) Misc. Marketing Exp. Salaries/Wages/Benefits Notes: * excluding salaries/benefits
Fund Balance Projection Notes: Assumes no new revenue streams and 2. 5% annual growth in tax revenue.
Sales Department Allocation
Sales Department Allocation
Trade Shows by Market 2013 2012 Tour & Travel 16 15 Religious/Assn. 7 or 8 7 Sports 2 or 3 1
Marketing & Budget Summary Leisure media spend of $1. 6 million will be comprised of new TV spots, interactive campaign, and possibly radio, print, and outdoor. $1. 6 million will be spent entirely on the “destination” message. Sales department budget includes a 40% increase in event investment (bid fee) dollars. We will be very aggressive in going after county-wide events. Trade show and sales mission schedule will remain robust. While the declining fund balance is a concern, the CVB will continue to focus on strategically marketing our destination in an efficient and effective manner. Fulfilling our mission is paramount.
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