building better stakeholder relationships - webinar
TRANSCRIPT
Building BetterStakeholder RelationshipsStakeholder Relationships
Panelists Moderator
Joy Lin
Valencia BembryDirector of Accreditation Programs, DMAI
Joy LinContent Manager, DMAIMichael Brown
Director of Development & Public Affairs, Experience Columbus
Goal:Make sure your destination is business ready.
Our primary focus is tourism marketing and sales, with advocacy being our second-level priority.
Step 1. Target Your Stakeholders
Stakeholder BucketsGovernment
• City
Community Partners
• Business
Industry Partners
• Airport Authority
Stakeholder Buckets
• City• County
• Business Organizations
• Chambers of Commerce
• Airport Authority• Lodging
Associations• Restaurant
• Economic Development Agencies
• Arts and Cultural
Associations• Convention Center• Sports
OrganizationsOrganizations
Organizations
MediaMedia
Step 2. Prioritize Your Relationships
Power-Interest MatrixPower Interest Matrix
Keep Satisfied Manage Closely
Pow
er
Monitor Keep Informed
P
Interest
Step 3. Show the Potential
Example:Example:
Step 4. Make a Plan
ExampleExample
Step 5. Cover Your Channels
Engagement MethodsEngagement Methods
Digital Resources Community Building
• Talking Points, Letters, Editorials• Video Testimonials• Email newsletters
• Annual Meetings• Travel Rally Day• Networking Receptions
• Infographics
Ed ti E ti
Media
Education
• Themed Networking Events• Experience Creation
Execution
• In-person meetings• Boards of Directors
• Tourism Ambassador Programs • Project Management• Annual Report
Example
The Journey from $6.4MM to $11.3MM…The Journey from $6.4MM to $11.3MM…
Educate: They really don’t knowEngage: They will start to careEmbrace: There are unexpected allies to bring inEnact: Make big change official, don’t focus on
temporary gainEnjoy: This is a process, it will take time
We are the fun part of economic development… and we show how investment brings a return.
AccreditationAccreditation
180 Official DMOs58 Mandatory Standards58 Mandatory Standards30 Voluntary Standards
• Eligibilityg y• Application Timeline
Next: August 1 – September 30, 2014
• http://bit.ly/DMAIDMAP
Valencia Bembryb b d i i k [email protected]