The Kissimmee Convention & Visitors Bureau presented their 2010-11 marketing plan on September 9, 2010. Here is that presentation.

1. Kissimmee convention and Visitors Bureau Annual Marketing Plan 2010/2011

2. Situation Analysis 2

3. Economic Overview Era of Consequence Increased savings rate Unwilling to take on debt Economic indicators (leading indicators) Corporate profits increasing GDP increasing, but slowly 3

4. Consumer Indicators 4 Lagging indicators…which are tourism’s leading indicators.

5. Industry Performance Supply = 17.4 million room nights Demand = 8.1 million room nights 5

6. CVB resources available Role of the CVB with that market segment Size of the market Kissimmee’s potential for attracting that market segment Competition Barriers to Entry Market Growth Rate Target Market Analysis 6

7. SWOT Analysis 7

8. Product Life Cycle Youth Sports In-market Audience Hispanic-American Nature Activities Brazil Festivals & Events Mexico Colombia Family Reunions Argentina Central America Venezuela Florida Resident Specialty Markets African-American Assoc. & Government Golf Weddings College Bowl Games Domestic Leisure UK Canada Student & Youth Group Spring Training Bass Fishing Corporate & Incentive Germany Business Travel China India Quinceaneras Affluent Domestic Tour Operators Domestic Retail Travel Agents 8

9. BCG Matrix 9

11. 2 Youth Sports

12. 3 In-market Audience

13. 4 Specialty Markets

14. 5 Hispanic-American

15. 6 African-American

16. 7 Nature ActivitiesStrong market share High growth rate More aggressively pursue to keep market share as the segment grows

18. 2 UK

19. 3 Canada

20. 4 Student and Youth Groups

21. 5 Spring Training

22. 6 Bass FishingUsually former Stars Strong market share Mature markets Maintenance position Can shift some dollars out to take advantage of other growth opportunities

24. 2 Brazil

25. 3 Festivals & Events

26. 4 Mexico

27. 5 China

28. 6 Colombia

29. 7 Family Reunions

30. 8 Argentina

31. 9 Central America

32. 10 Golf

33. 11 Weddings

34. 12 India

35. 13 College Bowl Games

36. 14 Quinceaneras

37. 15 VenezuelaStrong growth markets Subpar market share Nurture some to develop into Stars Watch others to look for opportunities

39. 2 Affluent

40. 3 Germany

41. 4 Domestic Tour Operators

42. 5 Domestic Retail Travel Agents

43. 6 Business TravelLow market share Declining or mature markets Minimal effort is market segment is large enough to justify

44. Long Term Trends and Research 14

45. Monitoring Long Term Trends 15 Mobile Technology Demographics Aging Baby Boomers Changing Families International Role of Travel Trade Emerging Markets

46. AboutYourStay.com 16 Replaces intercept survey Data shared with CVB only in aggregate Partners will receive comparison to aggregate

47. Survey Results 17

48. Domestic Leisure 18

49. Targeted Demographic 19 Multi-cultural efforts: Family Reunions Florida Classic Spanish Language Geographic East of the Mississippi Suburban and Rural Areas Florida Residents Median Income = $68,000 Decision Makers – Age Range 25-54 Multi-generational Only half with children under 18

50. Marketing Goals 20

51. Awareness and Image Building Consumer Advertising and Co-operative Marketing Promotions and Sweepstakes Video Programs Publicity 21

52. Kissimmee InSight 22

53. Travel Planning Intervention Consumer Advertising Travel Planning Websites Search Engine Marketing Search Engine Optimization Paid Search Link Building 23

54. Visitor Engagement eNewsletter MyKissimmeeStory i.SeeKissimmee 24

55. eNews Redesign Emphasis on special events and social marketing content New partner opportunities Featured space Double row of formatted ads 25

56. Repeat Visitation 26 Florida Residents Holiday Campaign Festivals and Events Special Offers Last Minute Travel Text messages Special offers for coming weekend

57. Advocacy 27

58. VisitKissimmee.com 28 Redesign early 2011 Creative refresh Search optimized Improved navigation More social marketing emphasis Advertising spaces available

59. International 29

60. Canada 30 Most likely to travel January through April Majority of visitors from Ontario “Winter Break” consumer advertising campaign Sales mission Media mission

61. Direct consumer advertising Co-operative campaigns with tour operators Sales mission PR outreach Social marketing United Kingdom 31 Strong repeat visitation Shifting to direct consumer bookings

62. Brazil 32 Strong travel trade market Quinceaneras travel represents a growth opportunity Sales missions Social marketing Tour operator co-ops Portuguese website and collateral

63. Spanish Speaking Latin America 33 Mexico Costa Rica Panama Colombia Argentina Venezuela Mexico sales mission Central American sales mission -gateway markets Spanish website and collateral

64. Meetings Travel Trade Sports Group Markets 34

65. Future of Meetings MPI Future Watch Recovery underway 21% more meetings in 2010 Business Travel Forecasts Videoconferencing Travel policies 35 Business Recovery Fundamental Changes VS.

66. Overall Meetings Strategy 36 Limited advertising Sales activities Trade shows Sales mission FAMs Public relations Website – refresh 2nd quarter 2011 Collateral Destination services

67. Meeting Segments 37 Association and Government Corporate and Incentive Specialty Markets Weddings Family Reunions

68. Travel Trade and Youth Sports Sales activities Sales calls Tradeshows E-Communications Partnership marketing AAU, CFSC, FHSAA, USSSA, YBOA KissimmeeTourism.com and KissimmeeSports.com Sports site scheduled for redesign summer 2011 38

69. Bass Fishing Professional Angler Golf Play Florida Golf Ultimate Guys Getaway Kissimmee Golf Getaway Spring Training College Bowl Games Florida Classic Champs Sports Bowl Capital One Bowl Other Sports 39

70. Festivals and Events Nature Activities Submarkets 40

71. Festivals and Events Goals Enhance Visitor Experience Extend Visitor Stays Attract Additional Visitors Fill-in shoulder and off seasons Strategies Promote existing events Advertising and website Public relations Attract new events Sales 41

72. Nature Activities 42 Shingle Creek Regional Park Nature Center Shingle Creek Adventure Challenge Mobile Technology Geocaching Scavenger Hunt Walking and Driving Tours Nature Product Marketing Activity Book Website Adventure Zone Digital Storybooks

73. In-Market 43

74. Mobile 44

75. Mobile Marketing Relevance Point of entry advertising Airports Welcome centers Seasonal billboards Area guide In-market publications 45

76. In-Market Goals 46 Last Minute Lodging Catch the attention of the 16% of inbound visitors who travel to the area without advanced lodging reservations. Enhance Visit and Extend Stay Educate visitors about Kissimmee attractions and activities beyond the theme parks, to direct traffic to those industry partners and possibly extend visitors’ stays. Build Future Awareness Because we know that most visitors to Central Florida will ultimately visit again, in-market advertising builds positive awareness of Kissimmee as a destination for future visits.

77. Last Minute Lodging – Beta Version Mobile website address Snap tag Text message 47

78. Other Partner Opportunities 48 Image Logo Website Snap Tag

79. Performance Measurement 49

80. Acquisition Cost per Room Night 50

81. Metrics Tracked Base Metrics Number of website visitors Number of visitors guides ordered Number of eNewsletter subscribers Number of sales leads generated Lead Follow-Up Conversion Model Awareness Tracking Awareness Favorable opinions Intent to Visit Engagement Website Social Media Leads to Industry Partners 51 Acquisition Cost per Room Night Other Metrics