Flagstaff CVB Reimage - Flagstaff City Council 4.2013
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Final presentation to Flagstaff City Council regarding the CVB reimaging process and placements.
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Flagstaff CVB Reimage - Flagstaff City Council 4.2013
- 2. • Current campaign – Launched in 2008
- 3. PROCESS • Reviewed research available • Conducted focus groups • Formulated a creative brief • Key take-aways to build campaign
- 4. FLEXIBILITY • Use in all markets – Geographic, behavioral – Return vs. new visitor – Groups • Use of different media – Digital or print – B/W or FC – Large or small scale – Collateral and promotions
- 14. • Overall campaign – Launch May/June 2013 – Ads – Website – Mobile site – Booth and promotional items • Additional photo shoots in FY 2014 • Ongoing web updates/enhancements • Ongoing new headlines
Notes de l'éditeur
- Thanks for the opportunity to highlight our new marketing efforts. I’ll be brief in going over our efforts and the tools we will have.
- Before showing the new program, I wanted to provide you a bit of background. Our current campaign was launched in early February 2008, 4 ½ years ago. The website began in February with advertising following in March of that year. Although this has been successful in promotion Flagstaff during the economic downturn it has come time to review our overall efforts to possibly seek out new methods for reaching potential travelers by improving and optimizing our messaging and marketing activities as a whole. How travelers seek information and make decisions has also changed greatly in the 4 ½ year, so we will he utilizing some new tools in our efforts.
- Based on the input we received from our regional partners and the Tourism Commission as well as the professional opinion of the CVB staff, we brought forward the idea of doing a re-imaging and found all were very supportive of the effort and understood the need. The CVB worked with an agency, Off Madison Avenue, to review research studies available through the CVB and tourism industry, as well as conduct two focus groups in our top market – Phoenix. This company then took all that data and consumer input and generated a creative brief for the CVB to use in moving forward with their marketing efforts. Results from the research, industry trends, and focus groups supported the need for a new campaign to promote Flagstaff. CVB staff has taken the concepts and suggestions from the creative brief as well as partners, Tourism Commission, and general industry trends, and generated key concepts when looking at how to re-image our destination. These key take-aways included: Flagstaff Focused Highlight Seasonality Show Variety Evoke Emotion Express Vibe
- We’ve taken these general concepts and incorporated them into a flexible campaign that can be adapted to all of our market segments. 1.) These markets can be geographic – the campaign can be used from the Phoenix metro area to our overseas markets. 2.) They can behavorial – by using targeted images and headlines, we can appeal to different types of visitors that use a variety of methods to make their travel decisions. 3.) By adjusting the message and media placement, we can focus on the returning visitor, or educate potential first-time visitors on what Flagstaff has to offer. 4.) And, the campaign is designed to be flexible for use in our leisure travel promotions, as well as group tour and meetings markets. In creating this, we’ve looked at not only WHO we are reaching, but HOW we will be reaching them. The CVB utilizes several different kinds of media to reach our customers, and we needed this campaign to be able to be used effectively in all of them. We are confident that the new program will accomplish this. I am currently developing the FY14 media schedule after having met with stakeholders and generated some additional ideas.
- Now I’m going to show some of the ad samples, pointing out different aspects of the campaign that we are using.
- These are examples of COLOR PRINT ADS – for our largest market, leisure travel Photo Rich Textures – in logo, text and images Engaging Headlines Call to Action
- ONLINE BANNERS – the photos, textures and brief headlines work well in the various sizes and proportions of typical web banners. Click for second slide
- A web design firm was hired to develop a new website, including a mobile site. The site is the main call to action, included in the ads and logo. The goal is to not only drive people to the site, but engage them longer, provide more valuable information, and convert them to visitors. Time on site will be one of the indicators of success of the site, along with the number of VG requests, e-news sign-up, and increases in the social media users that were connected through the site. On each page these opportunities will be present. You’ll see the elements from the campaign throughout the website. I mentioned the need to focus on Flagstaff and our seasonality. We have links from the home page, and our internal pages to different seasonal information. There will also be ‘skins’ for each season that we change as the weather changes.
- Fall
- Winter
- This is an example of what an internal page will look like. We will have different templates for the main body text as well as the right hand menu bar.
- This is an example of a listing page. We have the opportunity to sell Featured Listings to our partners, beginning with Hotels and Restaurants, so they have the ability to be listed first. We’ll also have the capability of searching hotel listings by area of town. When you click on a listing, it will go to another internal page with the detailed hotel, accommodation, restaurant, etc.
- QUESTIONS