2018 marketing plan - cloudinary€¦ · the purpose of the annual work plan is to develop,...

Visit Salt Lake 2018 Comprehensive Marketing Plan

INTRODUCTION

SpecificinitiativeswithineachoftheVisitSaltLake’ssevenprograms(inthefollowingpages)willbedevelopedfor

the2018calendaryeartomeetprogramobjectivesandthelong-termstrategiesofourongoing5-yearStrategic

MarketingPlan.Theinitiativeswillbeoutlinedinourdetailedannualworkplanthatwillbecontinuously

tracked,measuredandupdatedeachmonth.

Thepurposeoftheannualworkplanistodevelop,implement,measureandamendmarketingprogramstomeet

demandsinconsumerbehaviorandtraveltrendstoincreasemarketshareandvisitorspendinginSaltLakeCounty.All

programsandinitiativesintheannualworkplancorrelatedirectlytobudgetlineitemsintheannualBudget.

ABOUT US

We’remarketingSaltLakeasavibrant,moderncityfilledwithlimitlessdining,lodging,nightlife,and

entertainmentoptions.Consequently,wewantallofourmarketingmaterialstoreflectthosetwo

descriptors–vibrantandmodern.Forexample,ourphotographyisprogressive,notposed.Ourlayoutsare

cleanandcontemporary,notcluttered.Andourvoice–headlines,bodycopy,andotherwise–ischarismatic,

to-the-point,andmostimportantly,human.

WORK PROGRAM INVENTORY

CO

NVE

NTIO

NS

TO

UR

ISM

1 SALES

2 SERVICES

3 WEB SITE

4 COMMUNICATIONS

5 COOPERATIVE

PROMOTIONS

6 PUBLICATIONS

& COLLATERAL

7 BRAND

ADVERTISING

Sales Deployment

Sales Missions

Trade Shows / Industry Events

Convention Development

Community Relations

Surveys / Market Research

Client Development

Attendance Promotion

Client Services

Community Awareness

Listing Integration

Mobile Applications

Web Based RFP

Media Relations

Industry E-letters

Social Media

National Media

Local Community Outreach

Meeting Planner Guide

Convention District Map

Bid Presentation

Conventions / Meetings

Sales Deployment

Sales Missions

Trade Shows / Industry Events

Travel Trade Development

Community Relations

On-line Travel

Listing Integration

Mobile Website

Ski City

Media Relations

Visit Salt Lake Media Relations

Industry E-letters

Social Media

National Media

Local Community Outreach

Community Relations

Partner Integration

Visitors

Connect Pass & Attractions Hub

Ski City

Ski City Planner

Connect Pass Brochure

Visitors Guide

Group Tour

Visit Salt Lake

Ski City

Content Development

ASAE

1

Visit Salt Lake’s 2018 Initiatives

LaunchofnewwebsitesforVisitSaltLake.comandSkiCity.com

Travelershaveanunlimitednumberofonlineresourcestheycanusetoplanandbooktheirtrips.Ourwebsitesremainrelevantfortheseasonedvisitorwhohasalwaysusedthem,andbecausetheyrankhighinGooglesearchresults.

AtthefoundationofoursuccessfulsearchresultsisourongoingcommitmenttohighlightingthescopeandscaleoftheeventsinthegreaterSaltLakearea.Visitorsarenaturallydrawntodiscoveringwhatthereistodoinapotentialdestination.Weareintegratinggroundbreakingmappingandgeo-locationtechnologyintoournewsites,ensuringtheircontinuedrelevanceinsearch,andtheirabilitytoshowcaseallthereistodoinSaltLake.

Ournewwebsiteswillemphasizeuser-generatedcontentfromplatformslikeInstagramandwewillbedoublingdownonvideocontenttosharethetrulyauthenticelementsofourdestination.Butwewillalsofocusonretainingourvoiceonthenewsitesthroughcontentthatweproduceandcontrol.Ourgoalwillbetostriketherightbalancewiththestoriesofourdestinationthatwewanttotellandthepersonalandpersuasivestoriestoldthroughuser-generatedcontent.

Muchofthemoststrategicchangeandinnovationwithournewwebsitesishappeningonthebackend.Dataminingfromoursitevisitorsisapracticethatweareintegratingintoournewsites.Ourcustomerrelationshipmanagement(CRM)platformiscapableofgeneratingendlessamountsofdataanalyticsforustousetotargetvisitorswithrelevantcontent,learnwhichpartnersprovidethebestreturnoninvestment,andleveragethesiteasatestbedforlargermarketinginitiatives.

2

Visit Salt Lake’s 2018 Initiatives (Continued)

ReplacingthelossoftheOutdoorRetailerTradeShows

2017hasbeendefinedastheyearSaltLakelostthetwoOutdoorRetailertradeshows.Soin2018wewillfocusoursalesandmarketingeffortsinthecitywideconventionmarketstosecuringnewbusinesstofilltheimmenseholesleftbytheearlydepartureofthesetwosignificantevents.

Tradeshowsareenormouslyimpactfultoanareaeconomybecauseofthebroadimpacttheseeventshaveinourcity.Tradeshowsincludeenormouslabordemandstobuildandsupplytheexhibitfloor,theexhibitorsentertainandmeetingwiththeirclientsoutinthecommunityandviaprivateeventsandparties,andtheoverallimpactofthesehighlyfocusedattendeesmakestheeconomicfootprintoftradeshowsthelargestintheindustry.

ThroughanewpartnershipwiththeSocietyofIndependentShowOrganizers(SISO)VisitSaltLakeandSMGarestrategicallypursuingseveralspecifictradeshowproducerstoconsiderSaltLakeasthefuturelocationoftheirtradeshow.

1

Visit Salt Lake’s 2018 Initiatives (Continued)

BlueprintSaltLake

TodayasignificantopportunityexistsforleadersfromSaltLake’svisitoreconomy,business,economicdevelopment,socialandgovernmentsectorstocollaborativelydevelopandactivatea“blueprintforthevisitoreconomy”thatalignscommunitystakeholdersandtheirrespectiveenterprisesaroundacompellingvisionandnarrativeforthefutureofthedestination.

Byaligningkeycommunityandstateenterpriseresourcesaroundonecoredestinationvisionandstorynarrative,SaltLake’svisitoreconomy,business,economicdevelopment,socialandgovernmentsectorscanrealizehugeperformanceandqualityoflifebenefits.

Leadershipisrequiredtogetthisdone.

VisitSaltLakecanbetheleadershipcatalysttodevelopacollaborative“blueprint”thatdefineshowSaltLake’sdestinationappealandexperiencecanbeenhancedtobecomeacrucibleforinnovation,economicgrowthandqualityoflifefortheStateofUtah.

2

Visit Salt Lake’s 2018 County Priorities

RoomNights:

ByDecember31,2018,bookthegreaterof701,000roomnightsor3%moreroomnightsthanwebookbyyearend2017.

EarnedMedia:

Increase“earnedmedia”generatedforSaltLakeasatravelandtourismdestinationfrom$13.37millionto$14.72million.

WebsiteVisitorSessions:

Increasetotalvisitorsessionsonboththemainandthemobilewebsitesfrom2.34milliontomorethan2.49millionvisitors.

DirectVisitorSpendingConventionandMeetingDelegates:

DirectDelegatespendingof$215,000,000generated(asdeterminedfromsurveydatacollectedbyUniversityofUtah’sKemGardnerPolicyInstitute)byDecember31,2018.

HospitalityIndustryJobs:

Maintainandsupportover4,945jobsintheconventionsandmeetingsindustryinSaltLakeCountybyDecember31,2018.MeetingsMeanBusiness.

1

SALES: Community Relations C O N V E N T I O N S

PROGRAMDESCRIPTION

ConventionCommitteemeetingsandConventionSalesmeetingsareheldonaregularbasistoensuremaximumcommunicationandsynergiesexistbetweenVisitSaltLakeandourcommunitystakeholders.

PROGRAMELEMENTS

• TheConventionCommitteeiscomprisedof:

o Majorhotelgeneralmanagers

o SaltPalacegeneralmanager

o VisitSaltLakeExecutiveCommitteemembers

o VisitSaltLakeleadershipteam

o KeystakeholderssuchastheDowntownAlliance,SaltLakeCity,andSaltLakeCounty.

Thiscommitteemeetsquarterlytodiscusscurrentissues,explorenewcreativeandre-designedsalestools,andprovidedirectionfortheVisitSaltLakesalesandmarketinginitiatives.GeneralmanagersfromallSaltLakeCountyhotelsareinvitedtoattendeveryothermeetingtoensuremaximumstakeholderengagement.

• ConventionSalesmeetingsareattendedbytheDirectorofSalesand/orMarketingfromeachofthemajorhotels.Thesemeetingstakeplaceeveryothermonthandprovideaforumtodiscusskeyaccounts,hospitalityissuesandthespecificsofVisitSaltLake’ssalesandmarketingefforts.ExploringsynergisticwaystocapitalizeonSaltLake’shostingoftheConnectMarketplacewillbeacentralthemein2018.

PROGRAMBUDGET

$4,000

PERFORMANCEMEASURES

• FourConventionCommitteemeetingswillbeheldin2018.

• SixConventionSalesmeetingswillbeheldin2018.

IMPLEMENTATIONRESPONSIBILITY

VicePresidentofSales

2

SALES: Convention Development C O N V E N T I O N S PROGRAMDESCRIPTION

Theconventionsalesdepartmentutilizesanumberoftoolstobookmeetings,conventionsandathleticeventsintoSaltLake:

• ConductingsiteinspectionsforprospectiveclientsisthemosteffectivewaytodemonstrateSaltLake’sabilitytohostsuccessfulmeetings,conventionsandevents.SiteinspectionsalsogivetheVisitSaltLakesalesteammembers,selecthospitalitypartnersandrelevantstakeholdersone-on-onetimewiththeprospectiveclients.

• TheConnectMarketplacewillbeheldinSaltLakeinAugust,2018.Thisprestigiousindustryeventwillattract4,000attendees,1,300ofwhicharemeeting,conventionandathleticeventplanners.TheVSLsalesstaffwillconductover100one-on-oneappointmentswiththoseplanners,andhostpre-andpost-siteinspectionsforselectprospectiveclients.

• TomaximizethebenefitsofhostingtheAmericanSocietyofAssociationExecutives(ASAE)2016annualmeeting,thetop80attendingtargetaccountswillbecontactedbytherespectiveVSLsalesteammemberatleastthreetimesduring2018.

• Additionally,VSLwillcontinueitsstrategicpartnershipwithASAEtomaximizeourconnectivitytotheirassociationexecutivemembers.AcomponentofthatpartnershipwillbeSaltLake’shostingofASAE’sinauguralInnovationLab.

• Withthepossibleannouncementofanewconventioncenterhotelin2018,alaunchcampaignwillbedevelopedtomaximizepre-bookings.

• TheEventOpportunityCommitteeevaluatesSaltPalaceandSouthTownerentwaiver/rentreductionrequestsinanefforttoincreasetheprobabilityofbookingconventionswiththegreatesteconomicimpactuponSaltLakeCounty.TheCommitteeiscomprisedofrepresentativesfrom:

o SaltLakeCounty:

o SaltPalaceConventionCenter

o VisitSaltLakeseniorstaffo VisitSaltLakeExecutiveCommittee

• Highlycustomized,comprehensiveBidPresentationsenableVisitSaltLaketocommunicateSaltLake’scitywidebidsinacompelling,professionalmanner.

• AnnuallyrepeatingconventionscompriseasignificantportionofSaltLake’stotalconventionbusiness.PersonalvisitstotheserepeatcitywideclientsdemonstrateSaltLake’scommitmenttotheirorganization,conveygratitudeforthebusiness,andhelptoensurere-bookingoftheirfutureconventions.

• Providing(financial)cooperativemarketingcontributionstolarge,selectcitywideclientsisaneffectivemethodtosecurehighlydesirablebusinessinanultra-competitivemarketplace.Whenappropriate,thepre-approvedfundsareprovidedtocitywideconventionsandathleticeventsupontheselectionofSaltLake.Thesefundsareintendedtobeusedbyclientsforexpensesrelatedtoattendancepromotionandgeneralconventionmarketing.

PROGRAMELEMENTS

• VisitSaltLakehostshighlycustomizedsiteinspectionsfortargetedclients.Siteinspectionsincludetoursofhotelsasspecifiedbytheclients,theSaltPalaceConventionCenterorSouthTowneExpoCenter,selectrestaurants,pertinentoff-sitevenuesandvisitorattractions.

• SaltLake’shostingoftheConnectMarketplacein2018willbetoutedinallsalespresentations,bids,newsletters,andotherclientcommunications.

• StrategicinteractionwithASAEwillcontinuethrough2018toextendVSL'scomprehensiveoutreachtothe

associationmarket.VSLwillpartnerwithASAEtohosttheinauguralInnovationLabinSaltLake,whichwillattract18seniorstaffofthethreemostprogressivenationalassociationstoexplorecuttingedgeaspectsofassociationmanagement.

• ThesalesteamwillfurtherrefineitsTargetAccountlistofcitywideconventions;identifyingthosethatrequirealargeheadquarterhotel,andthosethatdonotThiswillenablethesalesteamtofocusonhigh-probabilityaccountswhetheraconventionhotelisannounced,ornot.

• TheEventOpportunityCommitteeconvenesonanas-neededbasistoevaluaterentreductionorrentwaiverrequestsforselectgroups.Considerationisgiventolargegroupsthatcreateasignificantamountofeconomicimpactandconveneduring‘need’times.

• TheVisitSaltLakesalesstaffutilizesauniquepresentation‘package’formeetingandconventionbids.Thebidpackagewillbeupdatedandenhancedin2018toeffectivelyconveytheurbanandenergeticnatureofSaltLake.

• InadditiontofurtherconveyingtheurbanandenergeticbrandmessageofSaltLake,thiscustomizable,high-techbidpresentationishand-deliveredbyaVisitSaltLakesalespersonwheneverpossible.

• MembersoftheVisitSaltLakesalesteam,withinvolvementfromtheServicesstaffandkeyhospitalitypartners,whenappropriate,personallyvisitallrepeatcitywideclientsonanongoingbasisthroughouttheyear.

• Financialincentivestoselectcitywideclientsarebasedonthecompetitiveenvironmentandevaluatedonacase-by-casebasis.Considerationisgiventoconventionsthatattractalargenumberofout-of-areaattendees,andconveneduring‘need’times.Ascompetitionforcitywideconventionscontinuesto

3

SALES: Convention Development C O N V E N T I O N S

grow,andothercitiesofferincentives,thissalestoolhasbecomeincreasinglyimportant.

• InteractionwithASAEwillcontinuetoprovideacomprehensiveoutreachtotheimportantassociationmarketandwillleverageSaltLake’ssuccessfulhostingoftheir2016annualmeeting.

• VisitSaltLakewillhostaCustomerAdvisoryBoardmeetingtoprovidedirection,ideasandinsighttoenhanceVSL’ssalesandmarketingefforts.

PROGRAMBUDGET

$1,375,000

PERFORMANCEMEASURES

• TheConventionSalesteamwillhostoneCustomerAdvisoryBoardmeeting.

• Theteamwillcollectivelyhost130siteinspections.

• EachSaltLake-basedconventionsalesdirector,andsportssalesdirectorwillcompleteaminimumof104outgoingprospectingcallsand/ore-mailcontactstonewpotentialconventionclients.

• Eachexecutivemeetingmanagerandnationalsalesmanagerwillcompleteaminimumof240outgoingprospectingcallsand/ore-mailcontactstonewpotentialmeetingclients.

• Threesatellitedirectorswillcollectivelymakeaminimumof125initialsalesappointments.



4

SALES: Trade Shows / Industry Events C O N V E N T I O N S

PROGRAMDESCRIPTION

Thesalesteamattendsselecttradeshowsandindustryeventstomeetwithandgenerateleadsfromtargetedclients.Attendingthesetradeshowsandeventsalsoenablesthesalesteamtointeractwithexistingclients,andenhancestheirawarenessofindustrytrendsandissues.

ThecampaignwillincludeaheightenedpresenceatthevariouseventsassociatedwithASAEandConnectin2018.

PROGRAMELEMENTS

• Theconventionsalesteamwillattendthefollowingtradeshowsandindustryeventsin2018:

TRADESHOWS

o ASAEAnnualMeeting

o ASAEExperienceDesignProject

o ASAEGreatIdeasConference

o ASAESummitAwardsDinner

o ConnectMarketplace

o ConnectNewYork,ConnectChicago,ConnectTexas,ConnectDC,ConnectDiversity,andConnectGLBT.

o IMEXAmericas

o IMEXFrankfurt

o DestinationsShowcase

o MPIWorldEducationConference

o MPITradeshowsinNorthernCalifornia,andSouthernCalifornia,andAtlanta

o NursingOrganizationsAlliance

o TEAMS-theathleticeventconference

o NationalAssociationofSportsCommissions

o HolidayShowcaseChicago

o MeetingIndustryCouncilofColorado

o IGLTAGlobalConvention

o PlanYourMeetingstradeshowsinDallas,SanDiego,andDenver.

o SmartMeetingstradeshowsinDallas,NewYork,SouthernCalifornia,andNorthernCalifornia.

INDUSTRYCLIENTEVENTS

o ProfessionalConventionManagementAssociation

(PCMA)ConveningLeaders

o PCMAEducationConference

o CouncilforEngineering&ScientificSocietyExecutives’AnnualMeeting

o CouncilforEngineering&ScientificSocietyExecutives’CEOSummit

o Simpleview(CRM)Summit

o ConferenceDirect'sannualpartnermeeting

o Experient'sEnvision

• TheVisitSaltLakesatellitesalesdirectorsparticipateindozensofregionalindustryeventsandchaptermeetingsofMPI,PCMA,ASAEandotherorganizationswithintheirrespectivegeographicalareas.

PROGRAMBUDGET

$240,000

PERFORMANCEMEASURES

• TheConventionSalesstaffwillattend38selectnationalconventionindustrytradeshowsandeventsthatarefocusedongeneratingcitywideconvention,athleticevent,andsinglehotel/resortleads.



ConventionSalesDirectors

NationalSalesManagers

SportsSalesDirectors

ExecutiveMeetingManagers

5

SALES: Sales Missions C O N V E N T I O N S PROGRAMDESCRIPTION

Conductinghighlycustomized,face-to-facesalespresentationsisaneffectivewaytosellSaltLake.VisitingprospectiveclientsintheirhometownfurtherdemonstratesSaltLake’sdesiretohosttheirmeetingsorconventions.Extrafocuswillbemadetovisitall80ofthetoppotentialclientswhoattendedthe2016ASAEannualmeeting.

PROGRAMELEMENTS

• Salesteammemberswillcollectivelyconduct50salesmissionstomakepersonalizedpresentationstotargetedclients.Weencouragestakeholders,hospitalitypartnersfromhotels,resortsandtheSaltPalacetojointhesesalesmissions.Wheneverpossible,salesmissionsarecombinedwithtraveltotargetedtradeshows/industryeventsinordertomaximizeVisitSaltLake’sbudgetandstafftime.

PROGRAMBUDGET

$80,000

PERFORMANCEMEASURES

• TheConventionSalesteamwillconduct50personaltargetedsalestrips.


DirectorsofConventionSales

DirectorofSportsSales

NationalSalesManagers

6

SALES: Sales Deployment C O N V E N T I O N S PROGRAMDESCRIPTION

Eachmemberofthesalesteamisdeployedagainstspecificverticaland/orgeographicalmarkets.

PROGRAMELEMENTS

• FoursalespeoplefocusexclusivelyonsecuringcitywideconventionsintoSaltLake.ThesearegroupsthatutilizetheSaltPalaceConventionCenterandaminimumof1500attendees.Specificmarketassignmentsforthefourdirectorsinclude:Health/Medical,KeyAccounts,Corporate/B2BTradeShows,Education,SocialWelfareandScientific/Technical/Engineering.ThesesalespeoplefocusonlargegroupsthatcanbeaccommodatedwithSaltLake’scurrenthotelinventory.Theywillshifttheirfocustolarger,higher-spendgroupsifandwhenaconventionhotelisannounced.

• Fivesalespeoplebookmeetingsintosinglehotelsandresorts.TwoExecutiveMeetingManagersareresponsibleforgroupsfromallmarketsegmentsthatattractupto200attendees.ThreeNationalSalesManagerspursuemeetingsthatattractbetween201and1,499attendees.Thenationalsalesmanagersaredeployedagainstgeographicalregionsofthecountry.

• OnesalesdirectorfocusesonbookingathleticeventsandmeetingsthatproduceroomnightsinSaltLakeCounty.EffortsaremadetoworksynergisticallywiththeUtahSportsCommission.

• Threesatellitesalesdirectorsarelocatedinthegeographicalmarketswiththenation’shighestconcentrationofmeetingandconventionclients;oneinWashingtonDC,oneinChicago,andoneintheNortheast.Thesesalesteammembersworkfromhomeoffices,andareresponsibleforgeneratingsalesleadswithintheirrespectiveareas.

• Twoadministrativeassistantssupporttheeffortsofthesalesteam.

• Onedatabaseadministratorisresponsiblefortheon-goingmaintenanceoftheVisitSaltLake’sClientRelationshipManager(CRM)softwareprogramthatisusedinallaspectsofthesalesprocess.

PROGRAMBUDGET

SalariesandBenefits

PERFORMANCEMEASURES

• The2018totalmeetingandconventionroomnightgoalisthegreaterofa3%increaseoverthe2017actualproduction,or701,000roomnights.



7

SERVICES: Community Awareness C O N V E N T I O N S PROGRAMDESCRIPTION

CommunityAwarenesscampaignsconductedduringconventionsinSaltLake,assureawelcomingenvironmentforconventionattendees.Inadditiontoextendinghospitalitytoourclients,thisservicealsoheightensawarenessoftheconventionwithinthehospitalitycommunityandgivesVisitSaltLakepartnersandopportunitytoparticipateinconvention-relatedbusinessactivities,includingasponsorshiproleifavailable.

PROGRAMELEMENTS

• CommunityAwarenessCampaignsincludethefollowingpromotions,basedonpeakroomnightattendanceandclientpreferences:

o CustomizedelectronicgreetingatSaltLakeCityInternationalAirport

o WindowClingsplacedinareabusinesses

o SaltPalaceWelcomeFlags

o DowntownStreetBannerprogramcoordination

o Monthlynewslettertorestaurantstoprovideupdateonallsizesofmeetingandconvention.

PROGRAMBUDGET

$50,000

PERFORMANCEMEASURES

• ReceivetheMeetings&ConventionsGoldServiceAwardandmaintainmembershipintheM&CGoldAwardHallofFame.

IMPLEMENTATIONRESPONSIBILITYVicePresidentofServices

8

SERVICES: Client Services C O N V E N T I O N S

PROGRAMDESCRIPTION

Throughimplementationofprogramssuchastraditionalattendancepromotion,socialmediaoutreach,siteinspectionsandotherclientinteraction,Servicesmaintainsahighlevelofcustomersatisfaction,therebymakingiteasiertoretaincurrentclientsandtoincreasethepositiveperceptionaboutSaltLakeasadestination.

PROGRAMELEMENTS

• TheServicesDepartmentwillactivelymanagemeetingcontentprofileonmemberareaofVisitSaltLake.com.AllCitywidemeetingdatawillbeavailable6-12monthspriortoconventionmeetingdates.

• TheServicesDepartmentcontinuestohostmeetingplannersinSaltLakefortheirpre-conventionplanningtripsandwillprovideanynecessaryinformationandservicesthatwillassistinplanningasuccessfulconvention.

• TheServicesDepartmentwillhighlightpastsuccessfulvenues,forexamplethoseusedduringASAEeventsin2016todemonstratethecapacity,varietyandusefulnessofvenueoptions.

• TheServicesteamwillofferconventionspecificmicrositestogroupstoallowthemtobettershowcaseSaltLakedestinationcontentalongwithmeetingcontent.ServiceswillauditconventionmicrositeandregularmeetingsitecontenttomakesurethattheVisitSaltLakebrandmessageisbestdisplayedtomeetingattendees.ServiceswillofferquotesfromMeetingPlannerswehavepreviouslyhostedforfuturepromotionalpurposes(eg.ASAE).

• TheServicesDepartmentwillcreatesustainablemeetingguidelinesandpoliciesandprovidemeetingplannerswithinformationaboutCorporateSocialResponsibilityprogramsthatconventiongroupscaneasilyaccess.

• ServiceswillalsoofferprepurchaseopportunitiesforUTAairporttoSaltLakeandreturntripsaswellasprepurchaseoffersforVisitSaltLakeConnectPass.

PROGRAMBUDGET

$50,000

PERFORMANCEMEASURES


• Maintainpost-conventionsurveysatisfactionaverageof4.8orhigher.


VicePresidentofServices

9

SERVICES: Attendance Promotion C O N V E N T I O N S PROGRAMDESCRIPTION

Conventionattendancecontinuestobeoneofthemajorconcernsofmeetingplannersastheyselectadestinationtohosttheirmeeting.VisitSaltLakehasbeenactiveinthisprocessbutasthemeetingindustrychangeswewillrepositionthewayweapproachattendancepromotionthatwillengagethemeetingsplannersasasalestoolbutultimatelydrivemoreattendanceandawarenessoflargerconventionsbefore,duringandaftertheyarehostedinSaltLake.

VisitSaltLakewillworkwiththeUtahOfficeofTourismandthirdpartypackagerstopromotepreandpostvisitationtothisgroup,highlightingthestate’snaturalbeautyandNationalParks.

PROGRAMELEMENTS

• TheServicesDepartmentisattendingasmanyas9conventionsin2018forconventionstobeheldinSaltLakein2019inordertopromoteSaltLaketheidealconventionandtourismdestinationtohelpincreasefutureconventionattendance.

• TheServicesdepartmentwillworkwithMarketingtocreatecontentforattendancepromotiontoshowcasetherereallyareThingsToDoinSaltLake.

• TheServicesDepartmentwillnowutilizeSocialMediaToolsandwillofferlargegroupsacustomizedapproachtoattendancepromotioncampaigns.SocialNetworksHubwillbeusedtobringtogetherandoptimizecurrentgroupsocialnetworksitesaswellasengageassociationmembers,exhibitors,thoughtleadersandVisitSaltLakememberbusinessestoincreaseattendancenumbers.

• MeetingspecificmicrositeswillbeofferedtogroupswhoarelookingforSaltLakeinformationthatcanbeaccessedfromtheirownwebsites.Thesemicrositeswillfeatureawelcometoeachgroupandhighlighttopitemssuchasthingstodo,wheretoeat,eventsandHotDealsbutwillbesensitivetoroomblockswhenlookingforplacestostay.Micrositeswillinclude,whenapplicable,anendorsementfromthegroup’sexecutiveofficerthatattendedASAEoranotherpastmeetinginSaltLake.

• Conventionprofilesandbookinglinkswillbeofferedonregularsiteandcanbeaccessedthroughmemberareasandonthebookingwidget.

• ConventionsServiceswillactivelyworkwiththeMarketingliaisonthatwillbeassignedtoaidintheimplementationofmarketingtoolsforeachconvention.

PROGRAMBUDGET

$36,000

PERFORMANCEMEASURES


• Maintainpost-conventionsurveysatisfactionaverageof4.8orhigher.

• PromoteSocialMediaAttendancepromotionwitha70%adoptionrate.



GraphicDesigner

10

SERVICES: Client Development C O N V E N T I O N S

PROGRAMDESCRIPTION

TheServicesDepartmentengageswithmeetingplannersofbookedconventionstoconductsiteinspectionsofhotels,theconventioncenterandoff-sitevenuestoensuremaximumuseofthemostappropriatefacilitiesandbusinessesavailabletoassistinproducingthemostsuccessfulmeetingpossible.TheServicesDepartmentpersonallyvisitsvariousrepeatin-stateclientstomaintainrapport,tocatertodevelopingneedsandtodemonstratethatreturnbusinessisnottakenforgranted.

PROGRAMELEMENTS

• ServicesDepartmentconductsquarterlysalescontactstovariousrepeatin-stateclients.

• TheServicesDepartmentwillcontinuetohostmeetingplannersforsiteinspectionstoshowcaseSaltLake,meetthearea’skeyhospitalitypartnersandtoinspectSaltLake’smeetingandhotelinventory.

• TheServicesDepartmentcontinuestomaintainaninventoryofuniqueamenitiesforuseinthesalesprocessandforpost-bookinggiftstomeetingplanners,VIPsandotherguestsvisitingSaltLake.

• UsingVisitSaltLake’sCustomerRelationshipManager(CRM),Serviceswillcreatenewprogramswhichwillenablecustomizedandpersonalizedclientcontactandoutreach.ThiswillhelptofurtherdistinguishVisitSaltLakeasoneoftheleadersintheconventionservicesindustry.

• GroupassignmentsaredistributedamongtheVicePresidentofServices,DirectorofServices&EventsandConventionServicesManager,basedonfactorswhichinclude:thesizeofthegroup,staffcalendars,repeatorreturningclientsandotherongoingassignmentsandrelationships.

PROGRAMBUDGET

$50,000

SalariesandBenefits

PERFORMANCEMEASURES

• Quarterlyvisitstovariousin-staterepeatclients

• Maintaincustomersatisfactionsurveyaverageof4.8orhigher.



11

SERVICES: Surveys / Market Research C O N V E N T I O N S

PROGRAMDESCRIPTION

CustomersatisfactionisthecornerstoneoftheServicesdepartment.Providinggreatserviceincreasestheprobabilityconventionswillreturn,encouragesmeetingplannerstospreadtheword,andalsohelpsinsellingfutureconventions.TheServicesDepartmentconductsitsowncustomersurveysaftereachconventiontomeasureclientsatisfaction.

ConventionsandmeetingsbookedbyVisitSaltLakegenerateover$260millionindirectspendinginSaltLakeCounty.KnowingtheeconomicimpactpatternsofspecificmarketsegmentsenablestheVisitSaltLakesalesstafftoevaluatepotentialbusinessandidentifymarketsthathavethebestreturnoninvestment.ItalsoenablestheVisitSaltLaketodemonstratetheenormouseconomicimpactmeetingsandconventionsbringtothecommunity.Sharedwiththeconvention’smeetingplanner,thisinformationisinvaluabletogroupsinprovingtheirrespectivevaluetofuturedestinations.VisitSaltLakecontractswiththeUniversityofUtah’sKemGardnerPolicyInstitutetoconductsurveysandcalculateeconomicimpact,therebyprovidingacrediblesourceforthisinformation.

Takentogether,thesetwomeasurementmethodsdemonstrateinaverifiableandvisceralway,theeconomicimpactofthemeetingandconventionindustryinSaltLake.

PROGRAMELEMENTS

• TheServicesDepartmentconductsitsowncustomersatisfactionsurveyforlargergroupsbookedbyVisitSaltLaketomeasureclientsatisfactionwiththecity,hotels,ConventionCenter,UtahFoodServicesandVisitSaltLake.Topicscoveredonthesesurveysincludestatisticalinformationonthemeeting,SaltLakeasaconventioncity,hotelandconventioncenterinformation,andVisitSaltLakesalesandservices.Thisinformationissharedwithallentitiesthatwereinvolvedwiththeconvention.

• TheUniversityofUtah’sKemGardnerPolicyInstituteconductsin-personsurveysduringselectedconventions.SurveyresultswillshowtheimpactofconventionsontheSaltLakecommunityspecificallyinthefollowingareas:

o Averageconventiondelegatespending

o Transportationpatternsofconventionattendeeso Averagelengthofstay

PROGRAMBUDGET

$36,000

PERFORMANCEMEASURES

• Maintainapost-conventionsurveysatisfactionaverageof4.8orhigher(with5representing“Excellent”).



12

WEB SITE: Web Based RFP C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLake’Web-basedRequestForProposal(RFP)providesmeetingplannerseasy-to-usewayandstreamlinedformatthatwillbeeasilyandquicklydistributedtotheappropriateConventionSalesstaffmemberandtopotentialleadcandidates.TheRFPformwillbegloballyfeaturedonthemeetingsmicrosite.

PROGRAMELEMENTS

• SubmitRFPwillbeoneofthemainnavigationitemsfeaturedontheMeetingssectionoftheVisitSaltLake.comwebsite.

• Theeasy-to-useRFPformencouragessubmissionandgeneratesgreaterfollow-upfromConventionSalesstaff.

• TheRFPformintegrateswiththeVisitSaltLakeCRMtooltogeneratequickertransferalofinformationtoConventionSalesandotherpartners.

• ThisSimpleviewRFPisalsoleveragedwithEmpowerMINT.Thisistheindustry’smostcomprehensivemeetingsdatabase.ItisawebportalthatconnectsplannerstoCVBstocreateaone-stop-shopforthegrowingonlinemeetingandconventionmarketplace.

• VisitSaltLakewillcontinueisrelationshipswithCVent.CVentisanonlinesoftwaretoolforEventManagement,WebSurveysandwellasaglobaleventdirectorywithover150,000venues.RFPandleadsaregenerateddirectlytoVisitSaltLakeaswellasourpartners.

PROGRAMBUDGET

$5,000

PERFORMANCEMEASURES

• Increasevisitorsessionsby5%totheVisitSaltLake.com,resultingin2.49millionvisitsin2018.




VicePresidentofMarketing

GraphicDesigner

13

WEB SITE: Web Site Traffic Development SEO / SEM C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLake’swebteamwillrunkeysearchengineoptimization(SEO)strategiesandtargetedpaidsearchenginemarketing(SEM)campaignstooptimizeanddevelopgreatersearchresultsandtraffictothemeetingsmicrositeofVisitSaltLake.com.Thesestrategieswillbetargetedspecificallyatmeetingprofessionalsandthepotentialgroupandmeetingstheyrepresent.

SpecificSEO/SEMStrategieswillbeaddedtoexistingSEO/SEMprogramsasthenewVisitSaltLake.comwebsiteislaunchedinearly2018.

VisitSaltLake.comwillalsolooktocreateconventionandmeetingscontentthatcannotonlyhelpbettershowcaseSaltLakeasapremiermeetingsdestinationbutalsoutilizethesearchaspectsandtrafficgenerationofthatcontent.

PROGRAMELEMENTS

• VisitSaltLakewillworkwiththeSEOteamatSimpleviewtooptimizeallmeetingwebpagesandtargetkeywordsandphrasesthatwillincreaseoursearchrankings.

• VisitSaltLakewillcontinueamonthlypaidsearchcampaignwithSimpleviewtodrivetrafficontheMeetingsareaofVisitSaltLake.com.

• VisitSaltLakestaffwillincreasecontentpagesinrelevantareastoallowbettersearchperformanceinkeyareas.

• PressreleaseswillfeaturenewandrelevantcontentaboutSaltLakeandwillaidinsearchresultsformeetinginformation.

• VisitSaltLakewillworkwithSimpleviewSEO/SEMteamtodeveloppaidsearchprogramwithYouTubevideocontent.

• VisitSaltLakewillworkwithSimpleview’sSEO/SEMteamtocraftmoreenhancedanalyticsthatwillhelpdisplayvariousmeetingfocusedwebresults,includinge-maildeliverysuccess,visitorsanalyticsandmostusedpages.

PROGRAMBUDGET

$175,000

PERFORMANCEMEASURES




DirectorofContentStrategy

SimpleviewSEO/SEMAnalyst

Webmaster

14

WEB SITE: Web Site Development & Design C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLakewillcontinuetoenhancetheMeetingsareaoftheVisitSaltLake.comwebsitethatwillbeeasiertonavigateandfeaturecontentmostrelevanttotheperspectivemeetingplanner.TheMeetingssitewillfeatureWhySaltLake,ConventionFacilities,MeetingFacilities,Services,ConventionCalendarandSubmitRFP.ThirdpartyendorsementofSaltLake’sMeetingproductwillbeweavedthroughouteachsectionofthesite,showcasingtheviabilityanddesirabilitytohostmeetingsofallkinds.

VisitSaltLakewillalsocontinuetomange,editandupdatethewebsitesfortheSaltPalaceConventionCenter,theSouthTowneExpositionCenterandtheSaltLakeEquestrianCenter.

VisitSaltLakewillbelaunchinganewmobilefirstwebsitebuiltontheSimpleviewCRM3.0inearly2018.NewversionsofConventionFacilitysiteswillbeincorporatedwithinVisitSaltLake.com.

PROGRAMELEMENTS

• TheMeetingsareaofoursitewillfocusdirectlyonourlargestSaltLakeCountyownedconventionFacilities:TheCalvinL.RamptonSaltPalaceConventionCenter,theSouthTowneExhibitionCenterinSandyandtheSaltLakeEquestrianCenterinSouthJordan.Highlightingmaps,bookinginformation,virtualtours,andfacilitycalendars.

• MeetingsectionofVisitSaltLake.comwillincludeWhySaltLakepagesthatwillfeaturepositiveaspectofhostingmeetingsandconventioninourarea.Including,access,value,servicelevel,destinationappeal,etc.

• MeetingsareaofoursitewillhighlightotherSaltLakeCountyvenuesincludingtheSaltPalaceConventionCenter,TheSouthTowneExpositionCenter,andthe

SaltLakeEquestrianPark.VisitSaltLakewillmanagethewebsitesforallthreefacilities.

• VisitSaltLakewilldevelopwebcontentfollowingtheannouncementofapossiblenewConventionHotel.Thisareawillincludecontinualupdatesoftheprogress.

• Meetingstabwillfeatureconventioncalendarandbasiccontentforallmeetingsbookedinthefuture.InformationwillbepulleddynamicallyfromtheVisitSaltLakeCRM.

• MeetingstabwillfeaturemeetingandbusinesssupportandConventionServiceprovidermembers.Wewillenhancetheabilitytosearchbusinesscategoriesanddisplayadditionalcontentregardingspecificareaofexpertise.

• MeetingstabwillalsofocusontheConventionServicesthatVisitSaltLakecanprovidetoincomingmeetingsandConventions.

• Attendancepromotiontoolkitwillbeupgradedtoincludetoolswithdownloadablelogos,images,andvideosthatcanbeutilizedandcustomizedforeachmeetingsplannerastheyseefittopromotetheirconvention.

• SportsEventPlanningisalsoafeatureareaofthewebsite.Thisareawillincludesortingvenueinformationaswellasvaluablelinksto/fromUtahSportsCommissionwebsitethatallowplannerstoaccesslodgingandroomblockinformationaswellandouronlineRFP.

• Meetingstabwillcontinuetointegrate“GreenMeetings”asanimportantsellingfeatureofourdestination.TheSaltPalacesolarpanelsandcommitmenttosustainabilitywillbeacommonmessagethroughoutourwebsiteWewillcontinuetoall“green”initiativesoftheSaltPalace,VisitSaltLake,SaltLakeCity,SaltLakeCounty,andifrelevant,thestateofUtah.

PROGRAMBUDGET

$175,000

PERFORMANCEMEASURES





SimpleviewAccountManager

Webmaster

15

WEB SITE: Mobile Applications C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLake.comwillbetransformedintoamobilefirstresponsivewebsitethatwillnolongerrequireaseparatemobilesiteforhandhelddevices.

Thisresponsedesignwillallowcontentinthemeetingssegmenttoberepresentedonalldeviceplatformsincludingmobiledevices.

VisitSaltLakewillutilizeitsmeetingscampaignwebsite,theresnothingtodoinsaltlake.comacrossalldevicepromotionandithasbeenoptimizedformobileaswellastabletdevices.

PROGRAMELEMENTS

• VisitSaltLakewilllaunchnewmobilewebsiteinearly2018andwillcontinuetotargetthevisitorandconventionattendeewhenviewedwithamobiledevice.

• VisitSaltLakewillbuildmicrositesforincomingconventionsthatwillalsobedesignedwithmobilefirstdesign,thereforeeliminatingtheneedforaseparatemobilesitesolution.

• VisitSaltLakewillutilizeconventioncalendarfeedtodisplaycontentforupcomingconventionsaswellandalleventsheldintheSaltPalaceConvention.VisitSaltLakewillusethesameSMGfeedtopowerfacilitycalendarsforSTECandEquestrianCenter.

• VisitSaltLakecannowdisplaytheSaltPalaceConventionCenterinteractivemapacrossalldeviceplatforms,allowingsalestoshowcasethefacilityonsiteinspectionswhileoutinthebuilding.

• TheSTECwillbeusinganewinteractivedisplaymaputilizingGoogleMapstoshowcasethefacilityandareaaroundthefacility.

• VisitSaltLakeresponsivesiteswillutilizewhat’snearbyfunctionalitytoestablishbusinessesinclosestproximitytomobiledevice.

• VisitSaltLakewillincorporateTripAdvisorreviewsonanyhotelsorattractionlisting.OpenTablebookingfunctionalityisnowavailablewithparticipatingrestaurants.

PROGRAMBUDGET

$200,000

PERFORMANCEMEASURES





Webmaster

16

WEB SITE: Listing Integration C O N V E N T I O N S

PROGRAMDESCRIPTION

PartnerIntegrationinallmemberlistingsonVisitSaltLake.comisdesignedtocreategreaterpresenceandfunctionalitytoallmemberbusinesseswithspecificcontentthattargetsthemeetingandeventplanner.Destinationlistingsarealsogeneratedtoprovideamoreinclusive,representativeandrelevantsearchforbusinessesandattractionsintheGreaterSaltLakearea.

PROGRAMELEMENTS

• Memberlistingsincludeenhancedhotel,venueandrestaurantpagelistingsandprovidelinkstomeetingroomspecificsanddetails.

• Additionalmappingfeaturesareutilizedinmemberpagelistings,includingGoogleMapsstreetview,directionsand“What’sNearby”functionalitythatallowsforeasiersearchofnearbymembers.

• EachmemberpageincludesimagespulledfromtheYELPAPI,TripAdvisorandYELPreviewsifavailable,aswellasAllmenu.com,andanOpenTablefeedsforallparticipatingrestaurants.

• PaidcontentcreationopportunitieswillbeofferedtoMembers.FulllengthfeaturedcontentwillbecreatedandfeaturedbyVisitSaltLake.

• VisitSaltLake’sCRMintegrationwiththeYELPAPIallowsmembercontenttobepulleddirectlyfromfeedonareal-timebasis.

• Improvecontentinmemberareaofthesitetoprovidecompleteandbetterinformationforthemembers

• VisitSaltLakewillcontinuetointegratedestinationandnon-memberlistingsfrombusinessesandattractionsthatincluderestaurants,shopping,attractions,golfcourses,hikingandbikingtrails.

PROGRAMBUDGET

$200,000

PERFORMANCEMEASURES


• IncreaseadvertisingsalesonVisitSatLakeWebPropertiesby3%over2016.




VicePresidentofPartnerDevelopment

Webmaster

17

COMMUNICATIONS: Local Community Outreach C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLakewillcontinuetocontractwithalocalPRagency(BoeMarketing)toofferaLocalMediaOutreachprogramtoincomingmeetings,conventionsandevents,auniqueandincrediblysuccessfulprogramwithinthemeetingsandconventionsindustry.ThePRagencyworksinconjunctionwithVisitSaltLake’sin-housemediarelations’stafftoprovideexceptionalservicetoVSL’smeeting,conventionandeventclients,helpingpromotethegroups’keymessagestothelocalcommunity.Inaddition,theprogramcreatescommunityawarenessofincomingconventionsandevents,andtheimportanceofpresentingexceptionalservicelevelstotheseimpactfulgroups.

PROGRAMELEMENTS

• VisitSaltLake’sLocalMediaOutreachprogramwillincludeextensiveprogrammingforincomingconventionsandevents,anddistributionofkeymessages.

• TheLocalMediaoutreachprogramcalculatesanddistributesthelocalandstatewideeconomicimpactinformationproducedbyVisitSaltLake’ssaleseffortstotargetedlocalmediaoutlets.

• Conventionkeymessagesaredisseminatedtotargetedmediaoutletsthroughoutthelocalmarket.

• LocalmediaoutreachprogramdistributeskeyVisitSaltLakemessages,particularlyeconomicimpactandeventinformation.

PROGRAMBUDGET

$48,000

PERFORMANCEMEASURES

• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaforSaltLake(ofwhich,20%willbefromUtah-basedmediacoverage).

• Maintaincustomersatisfactionsurveyaverageof4.8orhigher.


DirectorofCommunications

LocalPRFirm

18

COMMUNICATIONS: National Media C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLakewillcontinuetocontractwithanationalPRfirm(ConranCommunications)tocomplementthein-housemediarelations’effortsandprograms,andprovideadditionalresourcesinordertoexecuteanextensivenationalmediarelations’plan.Inaddition,thefirmworksinconjunctionwiththeVisitSaltLakeCommunicationsteamtodevelopatargeted,nationalstrategywithkeymessagestospecificmarketsandaudiencewhilestrengtheningtheoverallbrandmessagingandpromiseofSaltLake’suniqueurbanofferingsandsetting.

Inaddition,VisitSaltLakecontractswithasocialmediafirm(Sparkloft)todevelopandimplementatargetedandproactivemeetingandconventionprogramviaLinkedIn,thesocialmediaplatformmostutilizedbymeetingprofessionals.ThisprogramisdesignedtoproduceleadgenerationandkeepSaltLake,andVSL’ssalesteam,frontofmindtocapitalizeonthesuccessfulhostingofASAE.

PROGRAMELEMENTS

• VisitSaltLakeanditsNationalPRfirm(ConranCommunications)willimplementanin-depthmediaplantoattractandproducerelevantinformationbywayofnewsreleasesandstorypitchestothemeetingsandconventionsmediaoutlets(printandelectronicmagazines,andnewsletters).

• TheNationalPRfirmwillhandlethecoordinationofatargetedmediablitzwithmeeting/conventionmediaoutletsintwokeytargetmarkets.

• NationalPRfirm’soutreachprogramwilldistributekeyVisitSaltLakemessagesmonthly.

• Thecontractedsocialmediafirm(Sparkloft)willdevelopandimplement,inpartnershipwiththesalesteam,atargetedproactiveprogramtohighlightSaltLake’sstrengthsandtheindividualexpertiseofeachsalesdirectorandmanager.

• ThesocialmediafirmwilldeveloptargetedcontenttoposttoVSL’sLinkedInpageaswellasgrowthemembershipofthe‘MeetinSaltLake’grouppage.

• Thesocialmediafirmwilldevelopvariedyettargetedcontentfromwhichsalesteammemberswillposttotheirindividualaccounts,accordingtotheirspecifictargetmarketandaudience.

PROGRAMBUDGET

$54,000

PERFORMANCEMEASURES

• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaforSaltLake.



NationalPRFirm

SocialMediaFirm

19

COMMUNICATIONS: Social Media C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLake’sSocialMediaprogramwillcontinuetoplayanimportantroleforVSLtoreach,influenceandsharemessagesaboutSaltLakeasadestinationasanidealmeetingandconventiondestination.Sincebringingthemajorityofsocialmediaeffortsandresponsibilitiesin-house,theproactiveuseofsocialmediatoaddressthemeetingandconventionmarkethasfallenprimarilyontheLinkedInplatform,whichmeetingprofessionalsaremostactiveonandwhichthemostrelevantinformationcanbesharedandviewed.Allotherplatforms(Facebook,Twitter,Pinterest,YouTube,etc.)continuetoplayacriticalroleinthebrandingofSaltLake,highlightingitsurbanappeal,whileLinkedInisbettersetuptotargetthemeetingandconventionindustryanditsdecisionmakers.

PROGRAMELEMENTS

• VisitSaltLake’ssocialmediaandcommunicationsmanagerwillstrategize,manageandprogramtheVSLFacebookpage.Monthlyeditorialpostingcalendarswillbereviewedasateamandmaytargetspecificgroupsoreventsthatmaybeintownduringthattime.Dailypostswillencourageengagementandallquestionsandinquirieswillbeansweredinatimelymanner.

• VisitSaltLakewillalsocontinuetobeactiveinthegrowthofitsTwitteraccountandfollowers.Itwillengageandrespondtoall@followersduringmeetingsoreventswhileintown.Thesocialmediamanagerwillalsopostandengagewhilelisteningtokeywordsandphrasesthatmaybeparticulartoacertaingrouporevent.

• TheVisitSaltLakeYouTubeChannelwillfeaturevideosproducedin-houseorsharedthatwillbeofparticularinteresttothemeetingplanneraswellasattendees.

• ForLinkedIn,thecontractedsocialmediafirm(Sparkloft)willdevelopandimplement,inpartnershipwiththesalesteam,atargetedproactiveprogramtohighlightSaltLake’sstrengths,particularlyitsurbanofferings,andtheindividualexpertiseofeachsalesdirectorandmanager.

• SparkloftwilldeveloptargetedcontentandposttoVSL’sLinkedInpageaswellasgrowthemembershipofthe‘MeetinSaltLake’grouppage.

• Sparkloftwilldevelopvariedyettargetedcontentfromwhichsalesteammemberswillposttotheirindividualaccounts,accordingtotheirspecifictargetmarketandaudience.

PROGRAMBUDGET

$105,000

PERFORMANCEMEASURES


• IncreaseFacebooklikesto320,000andTwitterfollowersto32,000.





SocialMedia&CommunicationsManager

SocialMediaFirm

20

COMMUNICATIONS: Industry E-letters C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLakewillcontinuetoproducea“MeetingNews”electronicnewslettertargetingitstopmeetingplannersandVSLclients,currentlybeingdistributedtomorethan5,000people.Thesee-lettersprovidepertinentandupdatedinformationregardingnewdevelopments,projects,andupcomingeventsformeetingplannerswithcurrentlybookedbusinessandselectindustrycolleagues.

PROGRAMELEMENTS

• VisitSaltLakeMeetingNewsisproducedmonthlyandincludesnewandfreshinformationpertinenttomeetingplannersandtheirattendeesthatmayinclude:

o updatesregardingnewVisitSaltLakeprograms

o city/conventiondistrictdevelopments

o upcomingeventsandactivities

o SaltLakehospitalitycommunitynews

• Eachissueof“MetingNews”willpromoteallupcomingconventionsandlargemeetings.Wewillcontinuetomakementionofthelegacyofhostingparticularpasteventssuchasthe2002WinterOlympicGames,OutdoorRetailer,2009MPIand2016ASAEAnnualMeeting.

• MeetingNewswillannounceandfollowtheprogressofanewConventionCenterHotelfromsiteselection,throughconstructionandanyotherpertinentinformation.

PROGRAMBUDGET

$10,000E-mailDeliveryCosts

PERFORMANCEMEASURES

• DistributemonthlyMeetingse-lettertoourtargeteddatabaseofmeetingplannerswitha25%+openrate.





21

COMMUNICATIONS: Media Relations C O N V E N T I O N S

PROGRAMDESCRIPTION

ToassistprintandelectronicmediawithproducingSaltLakemeetingandconvention-orientededitorialcontent,VisitSaltLakewillproactivelyreachouttotradepublications,itseditorsandwritersaswellasreactaccordinglytotheirrequestsforinformation.VSLwillalsocontinuetoprovideafullmenuofmediamaterialsforbothprintandelectronicmediaoutlets.Thesematerialswillprovideallmediaoutlets,regardlessofformat,themostcurrentandup-to-dateinformationandmaterialsnecessarytopromoteorenhancemediacoverageofSaltLakeasayear-round,world-classmeetingdestination.

VisitSaltLakeconductsmediablitzesthroughouttheyear,targetingtradepublicationsinkeymediamarkets,tailoringmediamessagesandpitchestothepublications’specificaudienceandkeepingSaltLakefront-of-mindasameetingdestination.Inaddition,VisitSaltLakehoststradepublicationeditorsandwritersthroughouttheyear,emphasizingSaltLake’smeetingandconventionattributesandqualitieswhileatthesametimegivingampleopportunitytosampleSaltLake’surbanofferingsandtourism-relatedexperiences.

PROGRAMELEMENTS

• VisitSaltLake’sCommunicationsteamwillconductaminimumoffivetrade-specificmediablitzappointmentswithafocusontheuniqueurbanofferingsthatcomplementSaltLake’smeetingandconventionproduct.WewillalsoleveragethehostingoftheASAEAnnualMeetingasadrawforfutureconventionandmeetingbusiness.

• BlitzmessagingwillincludeSaltLakeasaworld-class,year-roundmeetingdestination,SaltLake’suniqueurbanproduct,itsongoing“green”initiativesandtheongoingtimelineoftheconventionhotel(whenappropriate).

• VisitSaltLakewillcontinuetohostmeeting-specificmediavisitstopromoteSaltLakeasameetingandconventiondestination,includingexperiencingSaltLake’smeeting/conventioninfrastructureaswellasitsmultitudeofurban-orientedassets:culturalarts,diningandnightlife.

• VisitSaltLake’smediamaterialsareupdatedonaregularbasis,andincludeSaltLake-specificnewsreleases,anextensiveonlineimagelibraryandhigh-resolutionb-rollvideofootage.

• VisitSaltLake’sCommunicationsteamwillcontinuetotailortopic-specificresponsesinresponsetomediarequestsinadditiontoupdatingits“What’sNew”websitepagethatlistsVSLnewsreleasesandinformationfromMemberspertinenttothemedia.ThenewsreleasesandMemberinformationresideinthemediasectionofVisitSaltLake.com,whilephotographyandvideoresidesonahostedsite(Barberstock.com).

PROGRAMBUDGET

$18,000

PERFORMANCEMEASURES

• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaforSaltLake.



NationalPRFirm

22

COOPERATIVE PROMOTIONS: ASAE C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLakewillcontinueitscooperativeprogramthathasbeendevelopedwiththeAmericanSocietyofAssociationExecutives(ASAE).ThisCorporatePartnershipcreatesvalueandawarenesswithassociationexecutivestoleverageSaltLake’ssuccessfulhostingofASAE’s2016annualmeeting.

PROGRAMELEMENTS

TheASAECorporatePartnershipprovidesnumerousmarketingopportunitieswithmeaningfulASAEprogramsthatenhancetheoverallvalueoftheVSL-ASAEpartnership:

• AccesstoASAEproprietaryresearchandsurveyresults,membershipdatabase,andshowattendeelists.

• Year-roundcorporatepartnerrecognitiononwebsite,marketingcollateral,pressreleases,allsubscriptionpublications,preliminary/on-siteprogrambooksforASAEshows,andASAEsignatureprograms.

• ExhibitbenefitsincludeAnnualMeetingregistrationsanda10x20boothattheASAEExpo,aswellasregistrationstotheASAEExperienceDesignprogram:XDP

• EventregistrationsforASAEsignatureprogramsthroughouttheyear,includingparticipationintheASAEVIPclientevents:FiveStarWeekendandtheBoardofDirectorsLeadershipRetreat,aswellasotheropportunitiesthatmayarise.

• FiveASAEmemberships

• AdvertisingbarterforASAE’sprintanddigitaladvertisingproducts

• OpportunitytohosttheASAEInnovationLabpilotprogramthatwillpositionSaltLakeasaninnovationcenterandshowcasethedestination’sinnovationassetstoasmallgroupofassociationexecutives.

PROGRAMBUDGET

$144,000

PERFORMANCEMEASURES



VicePresidentofConventionSales



23

PUBLICATIONS & COLLATERAL: Bid Presentation C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLakewillcontinuetoembracegreaterandmoreefficienttechnologythatwillaidinthecreation,deliveryonmeetingandconventionbidpresentations.VisitSaltLakewillpublishcustomizedbidpresentationsthatwillbeviewablevia,print,downloadableandonlineversionthatwillallowmultipleoptionstoviewdependingonhowgroupwillwanttoreviewpresentations.

PROGRAMELEMENTS

• VisitSaltLakewillworkwithSimpleviewInc.tobuildancustomBidPresentationTemplate.

• BidPresentationwillallowbidtobeproducedinavarietyofformats(Print,digital,online)inanattractiveandprofessionalformat.

• BidPresentationtoolwillbehighlycustomizablebasedonthegroupsneeds.Itwillalsoeasilyintegratehotelroomblocksandconventioncentercontractsintoonedocument.

• BidPresentationwillbeabletoworkwithbothlargeandsmallgroups.

PROGRAMBUDGET

$10,000

PERFORMANCEMEASURES





GraphicDesigner

ConventionAssistants

24

PUBLICATIONS & COLLATERAL: Convention District Map

PROGRAMDESCRIPTION

Anew6panelConventionDistrictMapwillbedevelopedthatwillserveasthepromotionalcollateralpiecethatwillbeincludedinwithconventionpacketsaswellasthemaininformationalpiecethatcanbeusedtoguidevisitorsfromtheVisitorsInformationCenterinandaroundtheDowntownareaofSaltLake.

ThisnewconventiondistrictmapwillalsoserveasavaluableonlineresourcethatwillbedownloadablefromVisitSaltLake.com.Itcanbecustomizedtohighlightareasofinterestorneedforspecificgroupsorhospitalitypartners.

PROGRAMELEMENTS

• VisitSaltLakewillupdatetheConventionDistrictMapandprintbetween75,000–100,000forfutureuse.

• DistributionoftheConventionDistrictMapistoconventionattendeesthroughtheattendancepromotionprogram,meetingplannersviasaleskitsandsalescalls,andhospitalitypartnersusingthisbrochureforSaltLakepromotionalpurposes.

• ContentoftheConventionDistrictmapincludes:o TopPointsofinterestso SaltPalaceConventionCenterLocationo AllConventionDistrictHotelso Attractionso GreenBikelocationso TraxLightRaillinesandstopso URLtomobileinterfaceforThingstoDo,Events,DiningandNightlife.

PROGRAMBUDGET

$20,000

PERFORMANCEMEASURES




DirectorofVisitorServices

DirectorofCreativeServices

GraphicDesigner

ServicesManager

25

PROGRAMDESCRIPTION

TheVisitSaltLakewillcontinuetoprintlimitedquantitiesfacilitatedbynewdigitalprintondemandprocesses,theMeetingPlannerGuidethatwillcontinuefocusonthekeyfactorsofSaltLakeasaConventionDestinationandanewConventionHotelthatcouldbeannouncedin2018.ThispiecealsofocusesondetailedinformationabouttheSPCCandSTEC.AiraccesstoSaltLake,proximityofourconventiondistricttoboththeairportanddowntownamenitiesandSaltLake’snearbyoutdooropportunitieswillhighlightthispiece.

PROGRAMELEMENTS

• VisitSaltLakewillpublishandprintthisguideondemandandwillincludeinformationaboutapossiblenewConventionCenterhotelannouncementin2018.

• Hotelone-sheetinformationpiecescanbeincludedwithMeetingPlannerGuideasneededbasedontherequestoftheparticularmeetingorconventionplannerrequest.

• ConventionSalesTeamwillstillutilizeMeetingPlannerGuideassalestoolforin-officevisitsandtradeshowopportunities.

• MeetingPlannerGuidewillhighlightSaltLakeasthepasthostofthe2016ASAEannualconference.

PROGRAMBUDGET

$10,000

PERFORMANCEMEASURES






26

BRAND ADVERTISING: Conventions / Meetings C O N V E N T I O N S

PROGRAMDESCRIPTION

VisitSaltLakebrandingforconventionsandmeetingswillsupportthepromotionalcampaigncalled“StereotypesBeDamned”.

ThiscampaignwascreatedtohighlightsomeofthesurprisingelementsoftheSaltLakeareaincludingfinedining,culturalarts,state-of-the-artconventioncenter,LBGTQcommunityandoverallappealasaconventiondestination.

PROGRAMELEMENTS

AdvertisingfortheVisitSaltLakeMeetingsbrandwillbebasedaroundthe“StereotypesBeDamned”campaign.Advertisingwillbeplacedwithtopmeetingpublishersaswellassocialmediaoutletsthattargetsmeetingplannersandassociationexecutives.

Thiscampaignwillhaveacall-to-actiontoenticeplannerstovisitourwebsitetoenter-to-winaVIPtriptoSaltLake.TheentryofthiscontestwillutilizeaJebbitsurveythatwillcollectvaluabledataabouteachplanner,themarkettheywork,thesizeofthegroupstheyplan,andwhatregionofthecountrythegrouptheyrepresentreside.Thissurveytoolwillconnectthemwithoneofoursalesstaffandbeinganopt-ine-mailcommunicationwithVisitSaltLake.

Thecampaignhasbeendevelopedtostandoutinthemeetingsverticalandwillbeutilizedthroughthefollowingmeans:

Print

Adswillbeplacedinmajorconventionindustrypublicationsandthroughtheironlinechannelsthattargettheprofessionalmeetingplanner.Inserts,belly-bandsandfull-pageadswilldrawattentionandrequestvisitorstogototheresnothingtodoinsaltlake.com.Publicationwillinclude:

• AssociationsNow-officialpublicationoftheAmericanSocietyofAssociationExecutives(ASAE).

• Convene-officialpublicationoftheProfessionalConventionManagementAssociation(PCMA).

• SuccessfulMeetings• CollisionMedia–all4ConnectPublications(Association,Corporate,Sports,Religious)

• AdditionalPublisherswillbeconsideredthroughanRFPprocessthatwillgooutinOctoberof2017thatwillconsideraddplacementfor2018.

Digital

Mediawillbeplacedwithmanypublishersthatcanserveuprichmediaandvideoadvertising.High-energyvideohasbeenproducedthatwillshowcasetheactualnightlife,diningandfuninSaltLake.

E-mailcampaignswillbeservedupthoughtnotonlyourowndatabasesbutthroughvariousmeetingpublisherasapartoftheoverallPrint/Digital/E-mailmediabuys.

AnewJebbittoolwillbeappliedtoourexistingMeetingsDatabaseaswellandthemeetingwebsitetoassignattributestopotentialclientsandallowforSalesDirectorfollow-up.

VisitSaltLakeattendancepromotionatfutureconventionswillutilizethe“StereotypesBeDamned”brandingtoattractattentionandofferenter-to-winfutureconventionregistrationopportunitiesthroughthemeetingssitethatwillbefeaturedaddunitsonupcomingconventionsfor2018.

PROGRAMBUDGET

$270,000

PERFORMANCEMEASURES






MediaBuyer

27

SALES: Community Relations T O U R I S M

PROGRAMDESCRIPTION

TheMarketing/TourismCommitteewillconvenethroughouttheyeartoprovideguidanceanddirectiontoVisitSaltLake’sMarketing&TourismteamstoensurethatmaximumsynergiesexistbetweentheVisitSaltLakeandkeyTourismpartners.

PROGRAMELEMENTS

• TheTourismCommitteeismadeupofExecutiveCommitteeMembersandkeytourismpartnersthroughoutSaltLakeCounty.ThisgroupwillmeetfourtimesthroughouttheyeartodiscussMarketingidea,plansandgoalsandtosettheagendaforthefollowingTourismConsortiumMeetings.

• ANewTourismConsortiumMeetingwillbeheldfourtimesayear.ThismeetingwillinviteLeisureSalesfocusedcontactsfromhotelandlodgingpartnersinSaltLakeCounty.Thesemeetingswillbeheldoff-siteintourismattractionsandwillfocusontheresearchandprogramsbuilttopromoteleisuretourisminSaltLakeCounty.

• ThiscommitteewillaidintheformulationoftheperformancemeasuresfortheMarketingandTourismSalesdepartments

PROGRAMBUDGET

$6,000

PERFORMANCEMEASURES

• Four(4)TourismCommitteemeetingswillbeheld.• Four(4)TourismConsortiumMeetingswillbeheld



TourismSalesManager

28

SALES: Travel Trade Development T O U R I S M

PROGRAMDESCRIPTION

TourismSalesimplementsadualstrategyworkingwithattractinggroupbusiness;focusingonSaltLakeCountyasa‘destination,’andasa‘gateway’tothesurroundingregion.Tourismsaleseffortsincludetraveltotargetedtradeshows,salestrips,salespresentations,partnertraining,andhostingsiteinspectionsandFAMtours.

PROGRAMELEMENTS

• Creationofnewgroup/FITtourpackagesfordomesticandinternationaltouroperators.FocuswillbeontheinternetwholesalerswhocanextensivelypromoteandselltheVisitSaltLakeConnectPass,andtheSkiCitySuperPass.

• Acontinuedfocusonface-to-facemeetingswithSaltLakeCountyhotelandlodgingpropertiestoenhancetheirbusinessgrowthbyeducatingthemontheSkiCitySuperPassandtheVisitSaltLakeConnectPassasvaluabletoolsforhotelpackagedevelopment.

• TheSkiCity“SkiMore.DoMore.SaveMore.”campaignwillpromoteaLodging+SuperPasspackagewith20+participatingSaltLakeCountyhotelsandresorts.

• TheTourismSalesManagerwillhostsiteinspectionsandfamiliarizationtripsforpre-qualifiedindividualsandgroupstoeducatethemaboutSaltLake’stourismofferings.

• TheTourismSalesManagercontinuallyreferstheservicesprovidedbyVisitSaltLakememberorganizationstotouroperators.

• TheTourismSalesManagercontinuallyandaggressivelyprospectseachandeverymonthfornewbusinessoverthetelephoneandemail.

• TosellSaltLakeasagateway,VisitSaltLakewillpartnerwiththeUtahOfficeofTourismandotherUtahDMOstoleverageSaltLake’sproximitytoareaattractions,particularlytheareanationalparks.

PROGRAMBUDGET

$18,000

PERFORMANCEMEASURES

• EstablishabaselineofTotalLeisureRoomnightproductionforeachquarterinSaltLakeCountyfor2018.VisitSaltLakewillestablishbaselineofvisitationwithresearchconductedbyKemGardnerPolicyInstitute.

• TourismSaleswillhost24mediaandtradefamiliarizationtours.

• Referandrecord250tourplannerservicestoVisitSaltLakeMembersandstakeholders.

• TheTourismSalesDirectorwillcomplete100prospectingactivities.

• 140salesinteractionwithSaltLakeCountyHotelPartners.



TourismSalesManager

29

SALES: Trade Shows / Industry Events T O U R I S M

PROGRAMDESCRIPTION

TheTourismSalesManagerattendstargeteddomesticandinternationaltradeshowstomeetwithpotentialandexistingclients.Ourproactivetradeshoweffortsalsopresenttheopportunitytouncoverand/oreducatepotentialnewclientsonSaltLakeasayear-round,world-classtourismdestinationand/orgateway.

PROGRAMELEMENTS

• Tradeshowsthatfocussoonthe‘Destination’visitorinclude:MountainTravelSymposiumandTheSnowTravelExpoinSydney&BrisbaneAustralia.

• Tradeshowsthatfocusonboththe‘destination’and‘gateway’visitorinclude:GoWestSummitInternationalIPW.

• VisitSaltLakewillbethehostoftheannualGoWestSummitinFebruaryof2018.GoWestwillhostover500attendeesandover200receptivetouroperatorpartners,exposingthemtoSaltLake.PreandPostFAMopportunitieswillbeavailablethroughtheSaltLakeandoverallUtaharea.

PROGRAMBUDGET

$102,000

PERFORMANCEMEASURES

• Attendaminimumof9tradeshowsandadditionalindustryevents.

• EstablishabaselineofTotalLeisureRoomnightproductionforeachquarterinSaltLakeCountyfor2018.VisitSaltLakewillachieve50%responseratefromSaltLakeCountyHotels.


TourismSalesManager

30

SALES: Sales Missions T O U R I S M

PROGRAMDESCRIPTION

TourismSalesManagerwillcalluponitstopclientsandprospectiveclientsthroughouttheyear,primarilydomesticandinternationaltouroperators/receptivetouroperators/wholesalers,inface-to-facemeetingsorpresentations.ThesemeetingsgivetheTourismSalesteamtheopportunitytopromoteSaltLakeasaleisuretraveldestinationtogroupandtoptravelproducerswithintheski,motorcoach,genealogy,LGBTQ,andstudent/youthmarkets.

PROGRAMELEMENTS

• TourismSalesManagerwillconductthreesalesmissionstomakepersonalizedpresentationstotargetedclients.Hospitalitypartnersareencouragedtoparticipateinthesesalestripswheneverpossible.

• TourismSalesManagerwillalsoattendnewsalesmissionsincollaborationwiththeUtahOfficeofTourism,including,AustraliaandCanada.

• TourismSalesMangerwillconductaski.comagenttrainingsessionandimplementanincentiveprogramfortheseagents.

• SaltLakeareahotelsandresortpartnerswillbeinvitedtoparticipateonmostsalesmissions.

PROGRAMBUDGET

$102,000

PERFORMANCEMEASURES

• Three(3)salestripswillbeconductedtomeetwithexistingandprospectiveclients.


TourismSalesManager

31

SALES: Sales Deployment T O U R I S M

PROGRAMDESCRIPTION

TheTourismSalesManagerwilloverseeanewroleasandwillhavedutiesthatwillincludeadditionalresearchandwillsupporttheMarketing&Communicationneedsofthedepartment.

ThenewroleoftheTourismSalesManagerwillbetoworkwithhotelandtouroperatorpartnerstofindthemixofleisuredestinationbusinessthatisinSaltLakeCounty.ThisresearchwillallowVisitSaltLaketobetterunderstandtheroleoftheLeisureVisitorMarketaswellashowwecaneffectitsgrowth.

PROGRAMELEMENTS

• TheTourismSalesManagerisresponsiblepromotionandsalestoattractleisureroomnightbusinessintoSaltLakeCounty,takingadualstrategyintoaccount;recognizingSaltLakeCountyasa‘destination’,andasa‘gateway’tothesurroundingarea.

• TheinternationalsaleseffortsfocusonvisitorswhoutilizeSaltLakeasa‘gateway’tonearbyattractions,andonvisitorssuchasskierswhoviewSaltLakeastheirprimary‘destination’.

• DirectSaleseffortswilltakeplacewithDomesticandInternationaltouroperatorsthatsellSkipackages.

• TheSkiCityproductandoverallprogramswillbesoldbytheTourismSalesManagertoTourOperators,OnlineTravelagenciesandgroups.

• TheTourismSalesManagerwillbetheliaisonwiththeUtahOfficeofTourismandwillworkwiththemontheirdomesticandinternationalprograms.

• TourismSalesManagerwillworkwiththeDirectorofCommunicationstofulfillandhostmediawhowillbepromotingSaltLakeCounty.

• TourismSalesManagerwillworkwithservicestocoordinateeventswhereSkiCityisrepresentedbytheMobileVisitorsAirstreamtraileratregionalandout-of-stateevents.

PROGRAMBUDGET

SalariesandBenefits

PERFORMANCEMEASURES




32

SERVICES: Visitors T O U R I S M

PROGRAMDESCRIPTION

VisitorServicesencourageleisureandconventiontravelerstoextendtheirvisitinthestatebymaintainingafull-serviceVisitorCenter,aswellasanInMarketMobileVisitorCenter.ServicesofferedattheVisitorCentersincludetours,withspecialemphasisonTheVisitSaltLake.com,theVisitSaltLakeConnectPass,SkiCitySuperPass,StateandNationalParksinformation,hotelreservationassistance,restaurantrecommendationsandreservationassistance,transportationassistanceandpromotionofattractions,inadditiontoprovidinggeneralinformationonSaltLakeandstatewideattractionsastourismdestinationoptions.

PROGRAMELEMENTS

• Employmentof(2)InformationSpecialistsand20VolunteerInformationSpecialiststoassistvisitorstoSaltLake.

• PromotionofSaltLakeCountyandstatewideattractions.

• OfferingofassistancewithSaltLakehotelreservations.• VisitorServicescontinueitsinteractionwithSaltLakehotelfront-linestaff.

• TheVisitorServicesManagerwillcontinuetoimplementaCitywideConciergeService,promotingtheSaltLakeVisitorInformationCentertothehotelfrontlinestaffasthemostcompletesourceforallSaltLakeinformation.

• TheVisitorInformationSpecialistscontinuetopromoteandselltheConnectPass,andSkiCitySuperPassprograms.

• TheVisitorInformationSpecialistscontinuetointerfacewithNowPlayingUtah.comandpromoteitasSaltLake’sexclusiveeventscalendar,aswellasthatoftheentirestate.

• VisitorServiceswillfulfillalle-mailandrequestforinformation.Theywillmaintaine-maildatabasesandreportmonthlyonprogress.

• MobileVisitorCenterwillengageinMarketatvarioussportingevents,festivals,movieopeningsandotherspecialevents.

PROGRAMBUDGET

$10,000

PERFORMANCEMEASURES

• Maintainacustomersatisfactionsurveyaverageof4.8orhigher(with5representing“Excellent”).


VicePresidentofService

DirectorofVisitorServices

33

SERVICES: Partner Integration T O U R I S M

PROGRAMDESCRIPTION

PartnershipDevelopmentwillpartnerwiththeVisitSaltLakememberstoassisttheminmarketingtheirproductsandservicestothoseplanningvisitsandtothoseinterestedinvisitingSaltLake.

PROGRAMELEMENTS

• Thefollowingmembereventswilltakeplace:o 1stQuarter:AnnualMeeting/BoardofTrustees&MembershipMeetingandtheSocialMediaSeminar

o 2ndQuarter:2QBoardofTrustees/MembershipMeeting(TourismAchievementAward)andaMemberConnection

o 3rdQuarter:3QBoardofTrustees/MembershipMeeting(President’sForum)andtwoMemberConnections

o 4thQuarter:4QBoardofTrustees/MembershipMeeting,oneeducationalevent,andtheSkiBizExpo

• TwelvemembertrainingworkshopsOnemembershipsurveyisscheduled.

• MembershipworksinconjunctionwiththemarketingdepartmenttomaintainandupdateCRMintegrationandfurthercreategreaterpresenceontheWebsiteforeachmemberbusiness.

• MembershipcontinuestoencouragememberstomeetwiththeServicesdepartmentinordertoeducatethemaboutproductsandservicessothisdepartmentmaybeknowledgeableinmakingreferrals.

• VisitSaltLakememberpartnershipshavebeendevelopedandwillbeactivelymarketedtohelpmembersincreasetheirmarketingexposurethrough:VisitSaltLake.com,NowPlayingUtah.com,theSaltLakeOfficialVisitorsGuide,e-letters,andbacklitsignageattheSaltLakeVisitorInformationCenter,theSouthTowneExpositionCenter,andtheSaltPalaceConventionCenter.

• .

PROGRAMBUDGET

$22,500

PERFORMANCEMEASURES

• 252prospectingactionsperyear• Increasemembersby5%over2017• Increasemembershiprevenueby3%over2017• Increaseattendancetomemberevents,trainingsandeducationalopportunitiesby6%over2017

• IncreasethenumberofCRMupdatesviamembersby7%over2017

• Maintainamemberretentionrateof91%• Increaseadvertisingrevenueby7%over2017



DirectorofPartnerRelations

PartnerDevelopmentCoordinator

PartnerDevelopmentAdministrator

34

SERVICES: Community Relations T O U R I S M

PROGRAMDESCRIPTION

MembershipCommitteeconvenesthroughouttheyeartoprovideguidanceanddirectiontothePartner/MembershipstafftoassurethatVisitSaltLakeisaddressingmemberneedsandprovidingthemarketingtoolstokeepmembershiprelevantandofvalue.

PROGRAMELEMENTS

• TheMembershipCommitteeismadeupofVisitSaltLakemembers,representingthemajormembercategoriesofAccommodations,Dining&Nightlife,Attractions,ServicesandTransportation.Thisgroupmeetsquarterlytoreviewmembershipactivitiesanddiscussmemberneeds.

• Onenewroundtabletrainingisscheduled,hostedbyamemberofthemembershipcommittee.

PROGRAMBUDGET

$1,000

PERFORMANCEMEASURES

• Four(4)MembershipCommitteemeetingswilltakeplace.



35

WEB SITE: Web Site Traffic Development SEO / SEM T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLakewillcontinuetoinvestinconsistent,monthlycampaignstobothoptimize(SEO)allareasoftheVisitSaltLake.comwebsitetogaingreatersearchresultsinorganicrankingsaswellasinvestinpaidsearch(SEM)opportunitiestogrowsearchresultsofkeywordsandphrasestodrivetraffictotargetedareasofthewebsite.

SkiCitywillutilizeadistinctSEO/SEMstrategydesigntoincreasesearchresultstorelevantareasofSkiCity.com.SEOeffortswillbefocusedonthecontentcreatedforthesitewhileSEMwillfocusoncontentsyndicationandGooglePPCbuystopromotegreatervisitationandinteraction.

UponlaunchofthenewVisitSaltLake.comandSkiCity.comwebsites,additionalSEMwillbeusedtogainvisitationonthosenewsites.Itwillbeimportanttomakesurethatpagesareredirectedproperlyandcrawlerrorsidentifiedpriortolaunch.

PROGRAMELEMENTS• VisitSaltLakewillworkdirectlywiththeSimpleviewSEOteamtoproperlytagandrankallpagesontheVisitSaltLake.comwebsite.Monthlybudgetwillbeusedtooptimizeallcontentandmonthlyreportwillbedeliveredtoshowallresults.

• VisitSaltLakewillalsoworkwiththeSimpleviewSEMteamtobuykeywordsandphrasesbasedaroundtargetedpromotionsandtopincomingevents.

• VisitSaltLakewillworktogrowtrafficthroughthecontentcreationanddistributionthatispublishedonourblog,TheSaltLakeScene.Blogcontentwillbepromotedthroughe-mailandsocialchannelsassistinginsitetrafficandblogpagerankings.

• VisitSaltLakewillutilizeadditionalSEMadvertisingbudgettopromotethenewSkiCity.comwebsite.

• VisitSaltLakewillexecuteacontentstrategythatwillre-writeexistingpagesthroughVisitSaltLake’sWebsiteaswellaswriteandcuratefeaturearticlesfromareabusinessesandvisitorrelevantinformation.

• VisitSaltLakewillbededicatingsignificantresourcestotheSocialMedianetworks,Facebook,Twitter,YouTube,Instagramtoincreaserankingswithrelevantsocialmediasearches.

• VisitSaltLake’sWebteamisintegratingallmembercontentwithitsnewCRMtoolallowingforeasiercontentcreationandrevisions.

• VisitSaltLakewillpromotereciprocallinksfromallmemberbusinesses,andprovidebannersandtextfromwhichtolink.

• VisitSaltLakewillutilizecontentfromstate-wideeventcalendarproduct,NowPlayingUtah.combutparsedatatoonlydisplaycontentrelevanttoSaltLakeCounty.

• VisitSaltLakewillutilizeenhanceanalyticservicesfromSimpleviewInc.thatwillnewlyincludemonthlyreportsone-maildeliveryperformance,onlinecommerce,databaseanalysis,deeperwebsiteanalytics,andadvertisingreferrals.

• SkiCity.comwhilelivingasasubdomainof

VisitSaltLake.comwillexistasaseparatefocustheSEO/SEMteam.Greatcarewillbetakentonotlistduplicatecontentandlistingcontentwillbemodifiedtoavoidanyduplicatecontentissues.

• AdditionalSEMbudgetwillbeputintoplacetoaugmentanyexistingSEM/SEObudgetdedicatedtoVisitSaltLake.com.

PROGRAMBUDGET

$184,400

PERFORMANCEMEASURES





Webmaster

SimpleviewSEO/SEMAnalyst

36

WEB SITE: Web Site Development & Design T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLake.com,theofficialwebsiteofVisitSaltLakewillcontinueevolvewhileleveragingthenewlook,feelandbrandthatwasestablishedinearly2013.DeliberatestrategywillbeimplementedthatwillseparatetheSkibrandmessagingfromVisitSaltLake.cominordertoalignandbettertargeteachmarketsegment.

SkiCity.comwillcontinueasourstand-alonewinterwebsitethatwillbetterfocusontheregionalapproachoftheSaltLakeCountyNeighborhoodsandresorts,asaviablewintervacationdestination.Thewebsitewillbere-launchedinthefirstquarterof2018anddevelopedinamobilefirstdesignthatwillallowforbettersiteoptimizationacrossalldevicesfromDesktop,Laptop,Tablet,andMobile.

VisitSaltLake.comwillundergoandcompleteredesignandre-buildutilizingthenewmobilefirst3.0CMSthathasbeendevelopedbySimpleview.Thisprocesswilltakeintoaccountourexistingsitebutleveragemanyofthenewtoolstogiveamorerobust,visualandcontextuallookforeachvisitor.

PROGRAMELEMENTS

• VisitSaltLake.comwillutilizeSimpleview’snewdynamiccontentmodulethathastheabilitytoserveupcontextualcontentonthehomeandotherpagesbasedongeo-location,referralsourceandadvertisingtargeting.This“smart”contentandalsocanbedevelopedbasedonapreviousvisittothewebsite,againtodisplaybasedonthevisitor’spreferences.

• VisitSaltLake.comwillcontinuetouseSimpleview’sNew3.0CMSwebtechnologythatwillallowmultipleuserstocreate,editandpostcontent.Othernewfeaturesinclude,dynamiccontent,relatedcontent,customizedblogplatformsandmicrosites,andinteractiveneighborhoodmaps.

• AllmemberlistingsonsitewillbecreatedtodisplayconcisecontentthatwillintegratecontentfeedsfromYelp,TripAdvisors,Allmenu.com,OpenTableamongothers.Thiswillallowistoconsumeup-to-dateinformation,hoursofoperation,andusergeneratedreviewsandimagestocreatemorerobustandrelevantinformationtotheenduser.

• VisitSaltLakewillcontinuetobuildcontentfortheBlogcalled“TheSaltLakeScene”andwillbethelocationfornewcontentandstorieswrittenaboutthedestination.

• VisitSaltLake.comwillcontinuetofeatureGreeninitiativesleveragingandbuildingastrongermessageofsustainability.

• EventsareaofsitewillutilizefeedfromNowPlayingUtah.comtoallowuserstosearchandfindeventslocatedinSaltLakeCountyandWasatchFront&Backlocationswithin50milesofthecitycenter.

• VisitSaltLake.comwillprominentlyfeaturesocialmediachannels:Facebook,Twitter,YouTube,Pinterest,AndInstagramaswellasourownBlog.

• VisitSaltLakewillintegratetheabilitytosavefavoritelistingsandcontentacrossentiresites.Thiswillallowquickaccesstopagesandlistingforusewhileinmarket.

• SkiCity.comwillcontinuetoleadthewaywithhowwewillcreateandfeaturecontentacrossallofourwebproperties.Bothcuratedandpaidopportunitieswillallowustobettershowcaseareabusinessesandtravelerideasbothviathroughwrittenandphotographiccontent.

• SkiCity.comwillconsumevariousfeedsthatwillsupplyinformationaboutsnowconditions,mountaincams,andupcomingevents.

• SkiCity.comwillfeatureregionsacrossSaltLakeCountyinaNeighborhoodformat.Theseneighborhoodswillbehighlightedandtaggedwithrelatedcontentthatresidewithinoraboutthatneighborhood.

• VisitSaltLakewillalsomanagethewebsitesfortheSaltLakeCountyfacilities;SaltPalaceConventionCenter,SouthTowneExpositionCenterandtheSaltLakeEquestrianCenter.

PROGRAMBUDGET

$200,000

PERFORMANCEMEASURES


• Create96ContentStoriesin2018forallVisitSaltLakewebproperties.




Webmaster

37

WEB SITE: Content Development T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLakewillreformatexistingcontentandutilizetheideaofcontentandfeaturearticlecreationtocreategreaterawarenessofSaltLakeasaviabledestinationforallvisitorsegments.Videocontentcreationwillalsotakegreatimportanceaswepushoutnewcontentandstoriesaboutourdestination.

VisitSaltLakewillpromotetheircontentthroughdigitalextensionprograms,nativecontentpublishers,e-maildistributionandsocialmediaplatforms.

PROGRAMELEMENTS

• TheDirectorofContentStrategywillmanageallcontentcreationandaggregationforallnewcontentfeaturedonVisitSaltLake’swebproperties,e-mailandSocialMediaCommunication.

• VisitSaltLakewillemploytherelatedcontentmodulethroughoutcontentplacementonVisitSaltLake.com.Contentwillbetaggedandcross-promotedbasedontypeofcontent,mostengagedandevenbasedonthevisitor’sattributes.

• VisitSaltLakewillcreateVoice,Tone,andPersonadocumentsforeachofourareasoffocus,includingVisitSaltLake,SkiCity,andMeeting&ConventionMessaging.

• LongVersionContentarticleswillbecreatedaroundSaltLakedestinationideasaswellasfeaturebusinessesandpersonalities.Featurearticleswillbeaminimumof500wordsandwillbeaccompaniedby5-10hi-resimages.

• ContentwillbepromotedthroughVisitSaltLake’s,SkiCity’se-mailcommunicationaswellasthroughitsvariousSocialMediaChannels.

• DirectorofContentwilluseaContentCalendarthroughBasecamptoscheduleandmanagecontentcreationacrossallwebsitesandsocialmediachannels.

• DirectorofContentwillworkwithvarious,writers,bloggers,photographersandvideographerstosupplyandcreatecontentforVisitSaltLake.

• ContentstoriesandarticleswillcontinuetoliveonVisitSaltLake’swebpropertieswiththemostrecentandthemostpopularcontentsortingtotop.

• VisitSaltLakeandSkiCitywillalsoutilizetaggingandrelatedarticlesasawaytoserveuprelevantcontentthroughtheirwebsitecategories.

• VisitSaltLakeandSkiCitywilldedicateSEMbudgettopushcontentarticlesthroughnationalpublishersineffortstogroworganictrafficandawarenessaswell.

PROGRAMBUDGET

$100,000

PERFORMANCEMEASURES


• Create96ContentStoriesin2018forallVisitSaltLakewebproperties.





38

WEB SITE: Mobile Web Site & Applications T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLakewillnolongerhavemobileonlywebsitesbutallournewsitesandmicrositeswillhaveaMobilefirsttechnologythatallowforoursitestorankhigherforsearchandorganicreach.

SkiCity.comwillnowbecreatedonitsowndomainalsousingmobilefirsttechnologyallowingforbettersearchrankings.

PROGRAMELEMENTS

• VisitSaltLakewillcontinuewithitsmobilesiteonlyuntilthecreationandlaunchofamobilefirstwebsitethatisscheduleinQ1of2018

• Mobilefirsttechnologywillusethelocationofthedevicetodeterminehowcontentandlistingsarefedtotheuser.

• VisitSaltLakewebsitewillbebuiltontheSimpleviewCMSthatwillallowforustonowbuildmicrositesforincomingconventionsthatarealsomobilefirst.Allowingustonotonlycreatecontentinspirepeopletocomebutalsohaveatoolwhiletheyareindestinationfortheirconventionormeeting.

• TheVisitSaltLakeBlog“TheSaltLakeScene”offersaresponsivemobilefirstexperience.AllnewcontentthatwillbedevelopedforVisitSaltLake.comwillliveontheblogandcaneasilybefeaturedone-mailandsocialplatformsthatarereadmostlythroughmobile.

• VisitSaltLakeusesmobiletechnologyforitsConnectPassandattractionshubthroughalocalSaSSprovidercalledBandwango.

• VisitSaltLakewillalsoexploreotherattractionandtransportationbasedapplicationsthatcanutilizetheBandwangoplatformtodevelopcustomizedexperiencesformeetingattendeesandleisurevisitors.

PROGRAMBUDGET

$200,000

PERFORMANCEMEASURES





Webmaster

39

WEB SITE: Listing Integration T O U R I S M

PROGRAMDESCRIPTION

PartnerIntegrationinallmemberlistingsonVisitSaltLake.comisdesignedtocreategreaterpresenceforeachmemberbusiness.Additionalcontentandfunctionalityisbeingaddedtoeachmemberlistingtoincreaseend-userexperience,includingfeedsfromrelevantAPIsthatarerealtimeandstreamlinehowwegatherbusinessinformation.

VisitSaltLakewillcontinuetointegratenon-memberDestinationListingsinordertobetterrepresentthedestinationasawhole.Wewillcontinuetoaddinthecategoriesthatneedamorecompleterepresentation.TheCategoriesofDining&Nightlife,ThingstoDo,(inclusiveofGolf,Hiking&Biking,Shopping)andareaattractionswillbetargetsforthesedestinationlistingsandwillshow,name,addresswebsiteURLandmappinglocation.

PROGRAMELEMENTS

• Memberlistingsincludeenhancedhotel,venueandrestaurantpagelistingsandprovidelinkstomeetingroomspecificsanddetails,bookingonlineandwebsitelinks.

• AdditionalmappingfeaturesareaddedtomemberpagesincludingGoogleMapsstreetview,directionsand“What’sNearby”functionality.

• Contentstories,banneradvertisingandfeaturedlistingopportunitiesarenowofferedthroughoutpagesonVisitSaltLake.com.VisitSaltLakepartnerdevelopmentteamwillmanagealladvertisingcontractingandplacementonVisitSaltLake.comandNowPlayingUtah.com.

• OnlinehotelbookingsareofferedthroughabookingenginepoweredbytheARES,Inc.Network.Revenuesarecreatedbasedonvolumebookedthroughthisonlinetool.BookingwidgethasprominenceonhomepageandHotels,ThingsToDoandSpecialPackageOfferspages.

• OpenTable,YelpandAllMenufeedswillbeintegratedtoallparticipatingrestaurants.

• TophikingandbikingtraillistingswillbecreatedbyOutdoorProject,thesewillincludeimagesmapsanddescriptionsofthetoptrailsintheSaltLakeCountyarea.

PROGRAMBUDGET

$25,000

PERFORMANCEMEASURES


• Increasetotaladvertisingsales,whichincludesVisitSatLakeWebPropertiesby7%over2017.

• Increasethenumberoflistingupdatesviamembersby7%over2017




Webmaster



PartnerDevelopmentCoordinator

40

WEB SITE: On-line Travel T O U R I S M

PROGRAMDESCRIPTION

TheVisitSaltLakeWebsitefeaturesthebookingenginetechnologythatispoweredbyARES,Inc.ThisbookingtechnologyincludesLodging,rentalcar,activitiesanddynamicandopaquepackagingmodels.

VisitSaltLakewillcontinuetoexplorethebestoptionsthatwillbeavailabletothemandourpartnersthroughthedevelopmentrebuildoftheVisitSaltLake.com.

PROGRAMELEMENTS

• ThebookingwidgetwillbefeaturedonhomepageaswellasallHotelpages.Availabletoallvisitorsofwebsite,conventionhousingserviceswillalsoutilizeasroomblocksfill-upinSaltLakearea.

• ARESwillsupplycallcenterback-upbasedinSanDiego,CAthatcaneitherserviceexistingreservationsorbookentirenewreservations.

• CommissionswillbeofferedforallbookingsthattakeplacethroughARESbookingplatformorviacallcenter.RevenuesfrombookingswillfurtherenhanceSEO/SEMstrategiesforwebsite.

• HotelmemberpagesarefeaturingonlinebookinglinkthatwillgodirectlythebookingenginethatispoweredbyARESInc.onoursite.Asecondarylinkwillbeofferedoneachmemberpagethatwillgototheirownsitethatmayofferonlinebookingabilityoftheirown.

• SpecialPackageOfferlinkswillbemadeavailableonbookingengine.

• SpecialPackageOfferlinkswillfeaturepromotionsthroughouttheyearhighlightingSkiCity,ConnectPass,HolidayShoppingtimeframesaswellaslargereventsthatmaydrawroomnightattendancebutdonothavecontractedhotelroomblocks.

PROGRAMBUDGET

$20,000

PERFORMANCEMEASURES




TicketSystemsManager

Webmaster

41

COMMUNICATIONS: National Media T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLakewillcontinuetocontractwithanationalPRfirm(ConranCommunications)tocomplementthein-housemediarelations’effortsandprograms,andprovideadditionalresourcesinordertoexecuteanextensivenationalmediarelations’plan.

Inaddition,thefirmworksinconjunctionwiththeVisitSaltLakeCommunicationsteamtodevelopatargeted,nationalstrategywithkeymessagestospecificmarketsandaudiencewhilestrengtheningtheoverallbrandmessagingandpromiseofSaltLake’suniqueurbanofferingsandsetting.

ForVSL’swinterbrandcampaign,SkiCity,thecommunicationsteamwillworkwiththenationalPRfirmtotargetthemostinfluentialski/snowboardpublicationsandeditors,proactivelypitchingthecampaignelementsandhostingkeymediatoexperienceSkiCity,focusingontheextensiveurbanamenitiesofaSaltLakewintervacation.

PROGRAMELEMENTS

• VisitSaltLakewilltargetthefollowingprintandelectronictravelsegmentsinkeymediamarkets:o leisuretravelo activeoutdooro adventureo healtho gender-specifico financialo ski/snowboard

• Regionalpublications,aswellasdailynewspapersthroughoutthenation,willalsobetargetedtopromoteSaltLakeasayear-round,world-classtourismdestinationwithuniqueurbanofferings.Inaddition,aspartoftheSkiCityprogram,skiandsnowboardmediaoutletswillbetargeted.

• VisitSaltLakeanditsnationalPRfirmexecutesanin-depthmediaplanregardingSaltLakeasanurban,year-roundtourismdestination,includingtheproductionanddisseminationofrelevantinformationvianewsreleasesandstorypitchestoanextensivelistofbothprintandelectronicmediaoutlets.

• AspartofthenationalPRstrategy,theVisitSaltLakeCommunicationsteamhosts10mediavisits,coordinatesandparticipatesinfour(4)mediablitzesinmedia-richcities,andupdatesandutilizesacomprehensivearrayofmediamaterials.

• Followingallmediablitzesandvisits,thenationalPRfirmwillhandlethecoordinationofrequiredfollow-upwitheachmediaoutletandcontinuetargetedmediapitchingeffortspertinenttotheoutletanditsaudience.

• ThenationalPRFirmwillcontinuetodistributeVisitSaltLake’skeymessagesincludingSaltLake’surbanmessaging,newdevelopmentsandsustainabilityinitiatives(andresortupdates,whenappropriate).

PROGRAMBUDGET

$54,000

PERFORMANCEMEASURES

• Generatetheequivalentadvertisingvalueof$14.7millionworthofpositiveearnedmediaaboutSaltLake.



NationalPRFirm


42

COMMUNICATIONS: Social Media T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLake’sSocialMediaprogramwillcontinuetobeacriticaltoolforustoreach,influenceandsharemessagesaboutSaltLakeasanidealleisuretraveldestinationofferingauniqueurbanproduct.VSL’sin-housesocialmedia&communicationsmanagerallowsforamoreauthenticvoiceacrossallchannelstoconveythemanyaspectsthatmakeuptheSaltLakecommunity.(TheonesocialplatformstillcontractedisLinkedIn,whichbettertargetsthemeetingandconventionaudience,particularlymeetingprofessionals.)

ThedistinctlyuniqueSocialMediastrategydevelopedforSkiCitywillcontinuewitharobustefforttoincreasenumbersandfanbase,sharingrelevantcontenttothisengagedaudience.

PROGRAMELEMENTS

• VisitSaltLake’sSocialMedianetworkswillaggregateandpublishnewandrelevantcontentaboutSaltLakethroughoutallofVSL’sSocialMediachannels(Facebook,Blog,Twitter,YouTube,Pinterest,InstagramandLinkedIn),whileengagingindividualtravelersanddrivingadditionaltraffictoVisitSaltLake.com.

• VisitSaltLake’sSocialMedianetworksincludepostingblogcontentcreatedin-houseandshared;Twitter,FacebookandLinkedInposts;photouploadstoInstagramandFlickr;andvideouploadstoVSL’sdedicatedYouTubechannel.

• VisitSaltLakewillcontractwithSparkloftMediatostrategizeandmaintaintheeditorialcontentonVSL’sLinkedInpageandMeetInSaltLakegrouppage.

• VisitSaltLake’ssocialmediamanagerwillcontinuetodevelopmonthlysocialmediaeditorialcalendarforpostingaswellaslistening/engagementmethodstoaddressallinquiriesandinteractions.

• VSL’ssocialmediamanagerwilldesignandimplementfour(4)socialmediacampaignsdesignedtoincreasefollowers/fans,engagementanddrivetraffictoVisitSaltLake.com.

• VisitSaltLakewillactivelyseekblogcontributorstoenhancethecollectionofblogcontent.Blogcontentwillbefeaturedonwebsite,e-lettersandsocialmediaposts.

• SkiCitywillimplementasocialmediahubwithsocialmediaiconsthatwilllinkdirectlytospecificSkiCitycontent,socialmediachannelsandareasoneachnetwork.

• SkiCitywillutilize#TheSkiCitytotagitscontenttoSkiCitysocialmediachannels:Facebook,Twitter,Instagram,YouTubeandTumblr.

• SkiCity.comwillhaveitsownFacebookpagebutcanbelinkedtofromtheVisitSaltLakeFacebookpage.FacebookpostswillmostlyrefertoSkiCity.

• SkiCitywillengageinamid-seasoninfluencercampaignwheretopsocialmediainfluencerswillbebroughttoSkiCitytoexperienceandcelebratetheuniqueaspectsofSaltLake.ThisinfluencercampaignwillhighlightmanyoftheelementsthatmakeSkiCityuniquefromanyotherskiandwinterdestination,particularlyitsurbanofferings.

PROGRAMBUDGET

$105,000

PERFORMANCEMEASURES


• IncreaseFacebookfansto320,000andTwitterfollowersto32,000.







43

COMMUNICATIONS: Industry E-letters T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLakewillproducee-lettercommunicationsinmarketsegmentsthatinclude,TravelNews(overallvisitor),SkiCityNews(wintervisitor),MeetInSaltLake(meetingplanners&clients)andDestinationNews(Members).

VisitSaltLakewillworkwithe-mailplatformprovider,WhatCounts,tobuildexistingdatabaseswhilemaintainhighlevelsofengagementandinteraction.

VisitSaltLakewillcreatee-mailstrategiesaroundthedatabasesofconsumerstheycollectfromOnlineHotelReservationsaswellasonlineConnectPassandSuperPasssales.

PROGRAMELEMENTS• VisitSaltLakeTravelNewsisthelargeste-maildatabase(65,000+)andwillemployamonthlyopt-intoreceive.Thise-lettershowcasesfeaturedcontentthatisaddedtoVisitSaltLake.comandwillhighlightSaltLake’surbanproductandupcomingeventsandpromotions.

• SkiCityNewsisaweeklynewsletterthroughouttheskiseason(November15–April15)andmonthlyintheoff-season.Currente-maildatabase(15,000+)willbeaddedtofromWarrenMillerandwebsitecontestpromotions.

• ProducedanddistributedmonthlytoVisitSaltLakemembersandtargetedindustrymembers,“DestinationNews”providesupdatesonthelocalconventionandtourismindustry,hoteloccupancyfiguresandtrends,memberupdatesandindustrytopics.Currentlysentto2,200+,thefocusofthise-letteristoshowcasetheeffortsofVisitSaltLakewhilekeepingthemawareofindustrytrendsandideas.

• MeetingsNewsissentmonthlytoameetingclientsdatabaseofover5,000.VSL’s“StereotypesBeDamned”campaignwillcontinuetobeusedthroughouttheyearaswellasupdatesonconventionhotelprogress.

• VisitSaltLakewillbeutilizinganewemailserviceprovidercalledAct-On.Thishewtoolwillallowbettere-maildeliveryinmorecustomizedandpersonalizedmethod.Act-OnautomationtechnologywillalsoallowforcustomcontenttobegeneratebasedonhowleadsaregeneratedandplaceintoourCRM.

• VisitSaltLakewillemployre-engagementstrategiestoalluserwhohavenotopene-mailsfromVisitSaltLakefortheprevious12months

• VisitSaltLakewillalsointeractwithpromotionalmessagingwithallconsumerswhopurchaseproductsonanyofVisitSaltLake’swebproperties.

• VisitSaltLakewilluseJebbitquiztooltoappendattributestoexistinge-maildatabases.Thiswillallowustocustomizecontentandmessagingbasedontheir

responses.

PROGRAMBUDGET

$20,000

PERFORMANCEMEASURES


• Goalwillbetoincreaseactivee-maildatabaseby10%in2018andachieveanaverageofa25%openrateforalle-mailcommunication.





44

COMMUNICATIONS: Visit Salt Lake Media Relations T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLakeconductsvariousmediablitzesthroughouttheyeartargetingtravel-specificpublications,onlinepublicationsandnewspapersinkeymediamarkets,tailoringmediamessagesandpitchestothepublications’variousaudienceswhilestrengtheningVSL’soverallbrandmessagingandSaltLake’suniqueurbanproduct.

Inaddition,VisitSaltLakehostsdomesticandinternationaleditorsandwritersthroughouttheyear,emphasizingSaltLakeasayear-roundtourismdestination,givingampleopportunitytosampleSaltLake’svariedandextensivetourism-relatedattractionsandexperiences.

ToassistprintandelectronicmediawithproducingSaltLakestoriesandarticles,VisitSaltLakecontinuestodevelopandupdateafullmenuofmediamaterialsforbothprintandelectronicmediaoutlets.VisitSaltLake’smediamaterialsprovideallmediaoutlets,regardlessofformat,themostcurrentandup-to-dateinformationandmaterialsnecessarytopromoteorenhancemediacoverageofSaltLakeasayear-round,world-classtourismdestination.

PROGRAMELEMENTS

• VisitSaltLake’sCommunicationsteamorganizesandattendstwo(2)mediablitzestomedia-richandtargetedlocations(NewYorkCityandSouthernCalifornia),conductingaminimumof25one-on-onedesk-sideappointmentswitheditorsand/orwritersoftargetedpublications.

• ThePRteam,inpartnershipwiththeUtahOfficeofTourismandotherhospitalitypartners,hostsaminimumof10domesticmediavisitstopromoteSaltLakeasaworld-classtourismdestination,highlightingSaltLake’spertinenttourismproduct—specificallytheurbanaspect—asitrelatestothejournalists’outletandaudience.Mediaoutletstargetedincludeleisuretravel,activeoutdoor,adventure,healthandgender-specificpublications.

• Internationally,VisitSaltLakeworksinpartnershipwiththeUtahOfficeofTourismtohostaminimumof10internationalmediavisitsbyjournalistsfromtargetedinternationalmarketstopromoteSaltLakeasaninternationaltourismdestinationand/oragatewaydestination.Theinternationalmediaoutletstargetedincludeleisuretravel(particularlyski),andfocusonlodginginSaltLakevalleytotakeadvantageoftheuniqueproductmixandresortaccessibility.

• VisitSaltLakemediamaterialscontinuetoberegularlyproducedandupdated,andincludeSaltLake-specificnewsreleases,anextensiveimagelibraryandhigh-resolutionb-rollvideofootage.

PROGRAMBUDGET

$18,000

PERFORMANCEMEASURES





TourismMarketing&CommunicationsManager

NationalPRFirm

45

COMMUNICATIONS: Ski City Media Relations T O U R I S M

PROGRAMDESCRIPTION

TopromoteSaltLakeastheidealurbanskiandsnowboarddestinationfeaturingoneofthemostflexibleandconvenientliftticketprogramsintheindustry—theSkiCitySuperPass—VisitSaltLakecooperativelyconductsmediablitzesandeventswithitsfourresortpartnerspromotingtheSkiCitybrandtoski/snowboard,leisure,activeandoutdoortravelmediaoutlets.Inaddition,theSkiCityPRprogramhostsskiandsnowboardeditorsandwritersthroughoutthewinter,highlightingSaltLake’surbanexperience,itsfourworld-classresortsandtheSuperPass,givingampleopportunitytosampleSkiCity’svariedskiingoptionsandSaltLake’snon-skiurbanattractionsandattributes.

Toassistski-specificprintandelectronicmediawithproducingSkiCitystoriesandarticles,VSLcontinuestodevelopandupdateafullmenuofmediamaterialsforbothprintandelectronicmediaoutlets.SkiCity’smediamaterialsprovideallmediaoutlets,regardlessofformat,themostcurrentandup-to-dateinformationandmaterialsnecessarytopromoteorenhancemediacoverageofSaltLaketheultimateurbanski/snowboarddestination.

PROGRAMELEMENTS

• TheSkiCityPRteamanditsfourresortpartnersorganizeandattendtwo(2)SkiCity-specificmediablitzesandparticipateinatleastthree(3)SkiUtahcooperativeblitzestomedia-richandtargetedlocations(possiblemarkets:NewYorkCity,SouthernCalifornia,Texas,Florida,Denver,Boston,WashingtonD.C.,Chicago).

• TheSkiCityPRteamanditsfourresortpartnershostaminimumof30mediavisitstopromoteSaltLakeasaworld-classtourismdestination,highlightingSaltLake’spertinenttourismproduct—specificallytheurbanaspect—asitrelatestothejournalists’outletandaudience.

• BasedonthesuccessoftheannualSkiCityShootout,acompetitionamongtopphotographersthatagainproducedexceptionalexposuretoSaltLakeanditsresortpartnersin2017,theCommunicationsteamwillproduceandmanagethe11thAnnualShootoutin2018howeveritwillbebasedonvideocontentinsteadofjustphotography.

• SpecificSkiCitymediamaterialscontinuetobeproducedandupdatedregularly,andincludeSkiCity-specificnewsreleases,anextensiveimagelibrary,high-resolutionb-rollvideofootage,andatargetedski/snowboardelectronicmediakit.

PROGRAMBUDGET

$18,000

PERFORMANCEMEASURES

• Generatetheequivalentadvertisingvalueof$4.95millionworthofpositiveearnedmediaaboutSaltLake’sski/snowboardproduct(aspartoftheoverall$14.7millionperformancemeasure).




NationalPRFirm

46

COMMUNICATIONS: Local Community Outreach T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLakecontinuestocontractwithalocalPRagency(BoeMarketing)toassisttheMarketingandCommunicationsstaffdisseminateinformationregardingVisitSaltLakeprogramstargetingthelocalcommunity,includingtheVisitSaltLakeConnectPassandSaltLake’ssustainabilitymessage,viatargetedlocalmediaoutlets.ThelocalPRagencyalsoassistswiththedisseminationoflarge-scaleeventshappeninginSaltLake(filmfestivals,sportingevents,etc.).

PROGRAMELEMENTS

• ThelocalPRagencydisseminatesVisitSaltLake-producedprograminformationtotargetedlocalandregionalmediaoutlets.

• TheLocalMediaOutreachprogramreinforcestheVisitSaltLake’seconomicimpactonSaltLakeanditssustainabilitymessagelevelviamediaexposureforVisitSaltLakeprogramsinlocalandregionalnewsoutlets.

• ThelocalPRagencydisseminateseventprograminformationtotargetlocalandregionalmediaoutletswhenappropriateasdirectedbyVSL.

PROGRAMBUDGET

$40,000

PERFORMANCEMEASURES





LocalPRFirm

47

COOPERATIVE PROMOTIONS: Ski City T O U R I S M

PROGRAMDESCRIPTION

TheSkiCitycooperativepromotionisajointmarketing,sales,PRandticketingprogramfundedbySaltLakeCounty,VisitSaltLakeandthefourSaltLakeskiresorts(Alta,Brighton,SnowbirdandSolitude)aswellasparticipatinghotelandlodgingpartners.TheSkiCityprogramcreatesgreaterawarenessoftheuniqueSuperPassproductandallowsourlocalareahotelstheabilitytopromoteandpackageSaltLakeasawintervacationdestinationwithoneeasy-to-useproduct.

PROGRAMELEMENTS

• SaltLakeCountyislegislatedtoallocate$450,000towardtheSkiCityUSAProgram.

• VisitSaltLakeisallocatingover$500,000fromitspublicsectorbudgetforSkiCity,alongwithstaffresourcestoexecuteitsassociatedprograms.

• Alta,Brighton,SnowbirdandSolitudehelptofundSuperPasspromotionsforthe2017-2018SkiSeasonforthe“SkiMore.DoMore.SaveMore.”Campaign.

• TheUtahOfficeofTourismhasapproved$227,500ofmatchinggrantfundsfortheSkiCityAwarenessandPromotionalCo-opforthe2017-2018Season.

• TheSkiCityCo-operativeprogramwillinclude20+hotelpartnersandeachpartnerwillofferskipackagesfordirecttargetingandoptionsthroughoutourUtripPlanner.

• SkiCitydirect-to-liftSuperPassproductwillcontinuetobeacoreproductforSkiCity.ThiscentraldatabasethatincludesallfourresortsofAlta,Brighton,Snowbird&Solitudewillcaptureallridesalesandridedatathatwillenableustore-markettoourpastclients.

• SkiCitywillbepromotingtheSuperPassthroughvarioustouroperatorprogramsinthe2017-2018Season.

• 150-plusSaltLakehotelsanddomesticandinternationaltouroperatorpartnersareestablishedassalesoutletsfortheSuperPass.

• SkiCitywillcontinuetourgeparticipatinghotelstofeatureproductsthroughtoponlinetravelagenciesincluding,Expedia,Ski.com,andSouthwestVacations.

PROGRAMBUDGET

$550,000

PERFORMANCEMEASURES

• IncreasetraffictotheSkiCity.comWebsiteby5%or247,522visitorsessionsforthe2017-2018Season.

• IncreaseSkiCitypositiveearnedmediavalueto$4.95million.



TourismSalesManager

SocialMediaManager

TicketingSystemsManager

48

COOPERATIVE PROMOTIONS: Connect Pass & Attractions Hub T O U R I S M

PROGRAMDESCRIPTION

TheVisitSaltLakeConnectPassisacooperativeprogramthatincludes13topattractionsintheSaltLakeCityareainonecomprehensiveticketingprogram.ThispassutilizestheBandwangomobiletechnologythatallowsthepasstobesold,managed,sharedandredeemedallfromasmartphonedevice.Whilepaperoptionsstillexistthefocustomoveforwardwithadigitalsolution.

Thisdigitalproductnowopen-upthepossibilitiesforindividualproductstobesoldthatmaynotbelimitedtojustConnectPassattractions.VisitSaltLakewillspecificallylooktobuildaBarSamplerpassandaUniqueshoppingpassthatwillbemarketedtoconventiongroupsandleisuretravelers.

PROGRAMELEMENTS

• TheVisitSaltLakeConnectPasscontinuesisaself-guidedpassthatincludesadmissionto13attractionsaroundtheSaltLakearea.

• Productswillbeofferedina1-3dayaswellasa365quantity.TheVisitSaltLakeSummerAdvertisingProgramwillrefocusontheawarenessandsalesoftheConnectPassforthe2017Season.

• VisitSaltLakewillworkwithflashsalewebsitetoincreasesales.Sitesinclude,GrouponLivingSocial,andCostco.

• 150-plushotelandtouroperatorpartnersareestablishedassalesoutletsfortheConnectPassprograms.

• Conventionattractionpasseswillbeofferedtospecificgroupsandcustomizedtotheirneeds.

• TRAXLightRailPasseswillbedevelopedthatcanpre-sellone-way,one-dayorpossiblyconventiondurationpassesthatcanberedeemedrightfromyoumobiledevice.

• OtherindividualattractionswillhavetheopportunitytoselltheirproductsthroughanattractionhubthatwillexistonVisitSaltLake.com

• ConnectPasswillvenueswillbeabletoofferadditionalperkstovisitorsafteradmissionhasbeenredeemedattheirlocation.Perksmayincludediscountstogiftshops,food&beverageofbouncebackopportunities.

• Completedatawillbecapturedforfuturemarketingopportunitiesforallproductssoldonline.

PROGRAMBUDGET

$100,000

PERFORMANCEMEASURES

• IncreaseSaltLakeConnectPasssales10%viahotelsattractionsandonlinechannelsto40,000daysin2018.




49

COOPERATIVE PROMOTIONS: NowPlayingUtah.com T O U R I S M

PROGRAMDESCRIPTION

NowPlayingUtah.com(NPU)isaninitiativeoftheUtahArts&CulturalCoalition(UACC).ThedevelopmentofNPUisguidedbytheUACCBoardofDirectors,VisitSaltLakestaffandthegreaterUtahartsandculturalcommunity.Partnersincludeconstituents,recipientsandmembersoftheUtahDivisionofArtsandMuseums,SaltLakeCountyZooArts&Parksprogram,andVisitSaltLake.

ThemissionofNowPlayingUtahistoincreaseawarenessaboutartsandculturalopportunitiesstatewidethroughNowPlayingUtah.com,acomprehensiveeventsresource.

PROGRAMELEMENTS

• SoftwareforNowPlayingUtah.comislicensedfromArtsopolis.

• ContentmanagementissubcontractedtoBeDynamic;webmaster,websiteadministratorservicesandgrantwritingarealsosubcontracted.

• NowPlayingUtah.comsellsandsuppliesdatafeedsofthecontentinanefforttoincreasethereachofevents,reduceduplicationofeffortforpartnersstatewide,andgeneraterevenue.

• Weeklye-mailblastsaresenttoregisteredsubscribersseekingeventsinformationinUtah.

• NowPlayingUtah.comactivelyseeksrevenue-generatingopportunitiesby:o selling/supplyingdatafeedso sellingwebsiteandemailadvertisingopportunitieso pursuingfoundationgrantsandcorporatefinancialsupport

PROGRAMBUDGET

$41,000

PERFORMANCEMEASURES

• $6,500Fund-raising• Increasewebsiteadvertisingsalesby3%over2017• Increasewebsitevisitorsessionsby4%over2017• Increaseregisterede-mailcontactsby5%over2017




PartnerDevelopmentAdministrator

Webmaster

50

PUBLICATIONS & COLLATERAL: Visitors Guide T O U R I S M

PROGRAMDESCRIPTION

Producedtwiceayear(Fall/WinterandSpring/Summer),theSaltLakeOfficialVisitorsGuideistherecognizedvisitorpublicationfortheentireSaltLakeValley.TheSaltLakeOfficialVisitorsGuideisanindispensableresourceforvisitorsthathelpsthemmakethemostoftheirstay,andisaprimaryresponsepieceforrequestsforinformationaboutSaltLakereceivedviatelephone,mail,websiteande-mail.VisitSaltLakewillutilizeapublishingpartnerSaltLakeMagazinetoproducetheguide.Theywillselladvertising,producecontentwiththeoversightofVisitSaltLakeandhandledistributiontoallkeychannelsbothinandoutsideoftheSaltLakemarket.

PROGRAMELEMENTS

• VisitSaltLake,throughitspartnershipwithSaltLakeMagazine,willproducetwoissuestotaling260,000VisitorsGuides.130,000forbothissues.

• TheSaltLakeOfficialVisitorsGuidewillfocusmoreasanin-destinationpublication.Greateremphasiswillbeplacedonthingstodoandmaps.

• ThedistributionoftheSaltLakeOfficialVisitorsGuideistheresponsibilityofSaltLakeMagazine.Distributionpointsinclude:o individualswhorequesttheGuideviaphone,mail,theVisitSaltLakewebsiteoremail

o conventionattendeesandindividualvisitorso members,includinghotels,restaurants,andattractions

o stateandregionalvisitorcenters.• ContentoftheVisitorsGuideincludesinformationrelatingto:o NeighborhoodsandcommunitiesofSaltLakeCounty

o transportationo recreationo arts&cultureo hotels&lodgingo restaurants&barso shoppingo ski

• VisitorsGuideadvertisingisoutsourcedtoSaltLakeMagazineandin-housesalesalsocontractsandsellsadvertisingthroughmembershippackages.Morethan40VisitSaltLakemembersadvertiseineachissueoftheSaltLakeOfficialVisitorsGuide.

• TheSaltLakeOfficialVisitorsGuidewillbeproducedinadigestsizeallowingforeasierdistribution.Thedigestsize,beingeasiertocarry,willalsoaidinincreasingtheusageasaguideforvisitorswhileinSaltLake.

• TheFall/WintereditionoftheSaltLakeOfficialVisitorsGuidewillfeatureaflipbookdesignshowcasingtheregularvisitorguideinformationwhiletheSkiCity

visitorsinformationwillbeaccommodatedbeginningfromthebackcover.Thiswillallowformoreadvertisingopportunitiesaswellasbeingabletobettertargeteachmarketwithspecificmessaging.

PROGRAMBUDGET

OutsourcedtoCustomPublisher,SaltLakeMagazine

PERFORMANCEMEASURES

Increasetotaladvertisingsales,whichincludestheVisitorsGuide,by7%over2017.


President/CEO




51

PUBLICATIONS & COLLATERAL: Connect Pass Brochure T O U R I S M

PROGRAMDESCRIPTION

TheVisitSaltLakeConnectPassbrochureisaneasy-to-userackbrochureexplainingindetailtheVisitSaltLakeConnectPassincludingeachoftheprogram’s13attractions,uniqueofferingsandpricing.

PROGRAMELEMENTS

• TheConnectPassbrochurewillbeproducedin-housebytheCreativeServicesofVisitSaltLake

• VisitSaltLakeisproducing50,000ConnectPassbrochures.

• DistributionoftheConnectPassbrochureisfromtheVisitorCenterandlocalhotelproperties,aswellastoallinterestedindividualsandgroupsuponrequest.VisitSaltLakewillutilizeCertifieddisplayracksacrosstheWasatchFrontwithover300locationsofdistribution.

• ContentoftheConnectPassbrochurehighlightseachprogram’sattractions,timesandrates.

• ConnectPassVenueswilldistributebrochuresatindividualpoint-ofpurchaselocations.

• ConnectPassbrochurewillalsohighlightnew365-daypassallowingonevisitateachparticipatingattractionoveranentireyearafterthefirstredemption.

• VisitSaltLakewilldevelopnewproductsexpandingonthemobileBandwangotechnologythathasbeendevelopedfortheConnectPass.ThiswillallowotherproductstobemerchandisedandsoldthroughVisitSaltLake.com.

PROGRAMBUDGET

$10,000

PERFORMANCEMEASURES





GraphicDesigner

52

PUBLICATIONS & COLLATERAL: Ski City Planner T O U R I S M

PROGRAMDESCRIPTION

TheSkiCityPlanneris24-pageprintpublicationthatwillbeutilizedasaquickguidetoSkiCity,includingthe4resorts,cityandtransportationoptions,aswellastheco-opofferingsofour20+partners.

PROGRAMELEMENTS

• SkiCityPlannerwilltellthestoryofSaltLakeasAmerica’sSkiCity.Itwillhighlighttheuniqueassetsofacapitolcityofitssizebutwiththelifestyleandethosthatcontainwintersport.ItwillfeatureSaltLakeasanOlympiccity,ahubforwintereconomiccenterandanulitmatevacationdestination.

• SkiCityPlannerwillhighlightthe4SkiCityResorts(Alta,Brighton,Snowbird,Solitude)

• TheSkiCityPlannerwillincludevalleymapthatwillhighlightmajorUTAbusroutesthataccessallfouroftheSkiCityresorts.

• 60,000SuperPassBrochureswillbeprintedforthe2016-2017season.

• TheSkiCityPlannerwillbethemainsalesprintedcollateralpieceforSkiCitySaleefforts.ItwillalsobeusedasadirectmailpiecefortheWarrenMillerdatabase((20,000)andSkiingMagazineDatabase(15,000).ItwillalsobeinsertedwithSkierNewsthroughtheirconsumershowefforts.

• SkiCityPlannerwillhighlight20+Co-opPartnerpackagesinthebackspreadofthepiece.

• SkiCityPlannerwillhighlighttheSkiCitySuperPass,includingvalueandease-of–use.

PROGRAMBUDGET

$15,000

PERFORMANCEMEASURES

• IncreasetraffictotheSkiCity.comWebsiteby5%to247,522visitorsessionsforthe2017-2018Season.

• IncreaseSkiCitypositiveearnedmediavalueto$4.95millionin2018.




GraphicDesigner

53

BRAND ADVERTISING: Ski City T O U R I S M

PROGRAMDESCRIPTION

SkiCityisaregionalbrandinitiativethatfocusesonSaltLakeasaviablewinterdestinationforskiersandsnowboardersacrossallneighborhoodsorSaltLakeCounty.SkiCityisplace,bothatangibleandintangible,whereskiersandsnowboardersneverhavetosettleorcompromiseandcanfindbothandeconomicalbenefitsbybeingpartoftheSkiCitycommunity.SkiCityisbuilton4mainideas:

1. SaltLakehasapastandpotentiallyfutureWinterOlympichost.Anideathatreachesaworldwideaudienceforallwintersportactivity.

2. SaltLakeasahubforSki/Winterbusinessandeconomicdevelopment.AstheannualhostforOutdoorRetailerandasthehomeformanyoutdoorbusinesses,SkiCitycanofferopportunitythatmostsmallerskidestinationscannot.

3. SaltLakeasandeducationalhubforwinterenthusiasts.BoththeUniversityofUtahaswellasWestminsterhavedevelopedwintertargetedapproachestopotentialstudents.

4. SaltLakeastheidealplacetotakeyournextSki/Wintervacation.

PROGRAMELEMENTS

• AresponsivewebsitehasbedesignedandimplementedcalledSkiCity.comthatshowcasestheurbanaspectandadvantagesSaltLake.

• TheSkiCityadvertisingcampaignwillbebrokenintotwomainareas:AwarenessoftheSkiCityBrandandthepromotionof“SkiMore.DoMore.SaveMore.”campaign.

• AwarenesswillbeactivelypromotedthroughcontentprogramsincludingVideocontentstoriesfromthepublishersofOutdoorTVandTheOnion.ThesepieceswilleachhelptellthestoryofSaltLakeasAmerica’s“SkiCity”.

• AwarenesswillalsobefeaturewithourNewSkiCityMobileVisitorsCenter.ThisSUV/AirstreamtrailercombinationisfullywrappedwiththeSkiCitybrandandwillbeondisplayat(6)ConsumerSkiShows,(12)WarrenMillerfilmTourevents,(2)TetonGravityResearchFilmsevents,RegionalSkiShoppromotions,andlocalevents,resortsandneighborhoods.

• SkiCityPromotionalAdvertisingofthe“SkiMore.DoMore.SaveMore.”campaignwillfeatureparticipatinghotel,transportationandSkiRentalCompanies.

• SkiCitywillutilizeUTripTripPlanningTool.Thistoolwillhelpvisitorsplan,build,utilizeandsharecustomizedexperiencesbasedontheirattributes.

• SkiCitywillimplementJebbittoolonbanneradvertising,socialMediaandwebsiteWincategory.Thisquiztoolwillaskquestionsandassignattributeforfurthere-mailfollow-up.

• Theprint&digitaladvertisingforthiscampaigninclude:o Skimagazineverticalso Outdoorandtraveldigitalwebsiteo Onlinetraveldealwebsiteso Airlineandregionaltravelpublicationso NativeContentPrograms

• AcomprehensiveWebbannercampaignutilizingmostly15and30secondsclipstoenticevisitationonSkiCity.com.

• TheSkiCitycampaignwillutilizespaidsearchprogramsonGoogletargetingkeywordsandphraseshighlightingSaltLakeandthefourarearesorts.

• SkiCitycollateralincludingtheSuperPassBrochurewillhaveamessagingthatwillhighlighttheurbanaspectofSaltLakeasthehero.

• SkiCitywillleveragepromotionswithtoptouroperatorpartners;Expedia,SouthwestVacations,DeltaVacations,VoyagesGendronandafewotherInternationalSkiPartners.EachcompanywillpromoteSkiCitywithintheirproductmixinexchangeformarketingandsalessupport.

PROGRAMBUDGET

$550,000

PERFORMANCEMEASURES

• IncreasetraffictotheSkiCity.comWebsiteby5%to247,522visitorsessionsforthe2017-2018Season.

• IncreaseSkiCitypositiveearnedmediavalueto$4.95million.



TourismSalesManager


AdvertisingMediaBuyer

AdvertisingAgency

54

BRAND ADVERTISING: Visit Salt Lake T O U R I S M

PROGRAMDESCRIPTION

VisitSaltLakewillcontinuetodevelopthebrandofVisitSaltLakeasatopleisuredestinationwhilefocusingonitsurbanandculturalassetsandthecapitalcityofUtah.

AmobilestrategywilltargetvisitorsthatwillbeshownandintenttotraveltoSaltLakeandwillmostlikelybeusingamobiledevicetosearchandlooksforThingstoDo,PlacetoEatandUpcomingevents.

Wewillalsoutilizetechnologythatwillbegeo-targetedtothosewhoarealreadyin-marketandwillhavedifferentneedsthatthosewhoareout-of-market.

PROGRAMELEMENTS

• VisitSaltLakecampaignwillfeaturetopeventsandattractionsthatSaltLakehastooffer.

• TheVisitSaltLakeConnectPasswillcontinuetobeourmainattraction’sproductthatfeatures13attractions.1,2,3and365daypasseswillbeavailableforsalethroughHotels,Attractions,TourOperatorPartnerandOnlineFlashSalewebsites.

• Flashsaleopportunitieswillbeofferedvia,LivingSocial,Groupon,andCostcoandpossiblyothersforthe365Producttoincreasevisitoraswellaslocaltraffictoparticipatingattractions.

• VisitSaltLakewillagainhighlightthetopeventsandfestivalsthattakeplaceintheMemorialDaytoLaborDaySummertimeframe.

• VisitSaltLakewillutilizeNewspaper,Radio,OnlineandMobileadvertisingtopromotesummerinSaltLakeCampaign.

• VisitSaltLakewillalsoutilizeitsSocialMediaNetworksandEventCalendarspoweredbyNowPlayingUtah.comtofeaturethesetopeventsRegionallyaswellaslocally.

PROGRAMBUDGET

$100,000

PERFORMANCEMEASURES





TourismSalesManager


55

BRAND ADVERTISING: Group Tour T O U R I S M

PROGRAMDESCRIPTION

ThebrandingfortheTravelTrademarketfocusesonSaltLakeasthegatewaytothenumerousnaturalwondersUtahandthesurroundingstateshavetooffer.WearetrulylocatedattheCrossroadsoftheWest“TheGateway”theperfectplacetobeginorendyourtravelwesternUSitinerarywithadditionaldaysinSaltLake.

VisitSaltLakewillalsoworkwithTouroperatorpartnerstodevelopmoreindividualbasedtourismthathaslongervisitationandgreaterspendingthatgroup-basedtravel.

PROGRAMELEMENTS

• TopromoteSaltLakeasthe“TheGateway”,adsfocusontheproximityofalltheNationalParkslocatedbothNorthandSouthandpromoteSaltLakeasthebestaccesspointforalloftheseparks.

• Becausecampaigndevelopmentisonaparallelpathwithdevelopmentofthe2018MarketingPlan,adetailedmediaplanwillbeprovidedasanaddendumtothisplan.Inbroadterms,thecampaignincludes,butisnotnecessarilylimitedto:

PRINT

Adsmaybeplaceinsometoptouroperator’spublicationstohelpgrowawarenessoftheirtourseries.

INTERNET

ElectronicadvertisingisincreasingwithadsplacedonmajortraveltradeindustryWebsitestocomplementtheaboveprintadvertising.

• TheYellowstoneJournalco-opadvertisingiscontinuingthatincludesprintadvertising,e-mailnameretrievalandWebbanneradvertising.

PROGRAMBUDGET

$20,000

PERFORMANCEMEASURES




TourismSalesManager

2018 marketing plan - cloudinary€¦ · the purpose of the annual work plan is to develop,...

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