PA Dutch CVB Member Briefing

A special thanks to our sponsors:

and to Elizabethtown College for hosting this meeting

December 5, 2012

• Welcome• President Search Update• Marketing Campaigns• Fiscal Issues

Agenda

To increase visitation to Lancaster County for the purpose of maximizing economic prosperity and employment opportunities for the destination.

Our Mission

Scott Miller, ChairPA Dutch CVB Search Committee

President Search

Marketing Campaigns

Marketing Campaigns

Harvest Season Campaign Metrics Christmas Campaign Plans Moving Forward – 2013

Campaign shift Seasonal initiatives

Fall Interactive Campaign

Comprised of 5 major elements Social Media Components (Paid promoted

posts on FB) Placement on TripAdvisor.com Traditional re-targeting Search re-targeting Email distribution

Lancaster County Christmas

Message: Make a visit to Lancaster County a holiday

tradition Call to Action:

Visit LancasterCountyChristmas.com for more information.

Holiday Traditional Media Components

Target Markets & Media: Philadelphia DMA (TV & radio)

Combined Reach/Frequency: – 75.6%/6 Harrisburg DMA (TV only)

Reach/Frequency: TV – 83.2%/5 Flight Dates

Weeks of 11/19, 11/26, 12/3, and 12/10 B101 Trivia game “Lancaster County

Christmas” On air and on B101’s website Targeted post on Facebook to B101 listener area

Holiday PR & SM Components

Public Relations:Lancaster County Christmas-based wish list of holiday ideasTargeted pitching & press tweets

Social Media:Blog Series – 25 days of Lancaster County Holiday TraditionsPromoted Facebook posts

Holiday Interactive Components

Increase of SEM spend Lancaster County Christmas landing page Re-targeting buy Themed TravelGuides

Moving Forward - 2013

Moving Forward - 2013

Simply Lancaster County What we envision

Treasure A Simple Sunrise Ann Arbor

Seasonal Initiatives Spring – Interactive Campaign Summer – Traditional Media and Interactive Fall – Interactive Campaign Holiday – Traditional Media and Interactive

Fiscal Issues

2013 Budget Overview

Revenue 2013 Budget 2012 Projected

Tax Revenue $1,485,000 $1,575,000

Advertising $843,000 $807,000

Member Investment

$643,000 $633,000

Other Revenue $144,000 $157,000

Total Revenue $3,115,000 $3,172,000Note: 2012 Received one month of Hotel Tax Revenue

2013 Budget Overview

Expenses 2013 Budget 2012 Projected

Marketing Investment $1,600,000 $1,655,000

Misc. Marketing Exp.

$477,000 $443,000

Salaries/Wages/Benefits

$1,042,000 $1,350,000

Sales Dept. Expenses* $252,000 $249,000

Operational Expenses $280,000 $300,000

Misc. Expenses $89,000 $94,000

Total Expenses $3,740,000 $4,091,000

Net Loss ($625,000) ($919,000)

Notes: * excluding salaries/benefits

Fund Balance Projection

Notes: Assumes no new revenue streams and 2.5% annual growth in tax

revenue.

Sales Department Allocation

Sales Department Allocation

Trade Shows by Market

2013 2012

Tour & Travel 16 15

Religious/Assn. 7 or 8 7

Sports 2 or 3 1

Marketing & Budget Summary Leisure media spend of $1.6 million will be comprised of

new TV spots, interactive campaign, and possibly radio, print, and outdoor.

$1.6 million will be spent entirely on the “destination” message.

Sales department budget includes a 40% increase in event investment (bid fee) dollars. We will be very aggressive in going after county-wide events.

Trade show and sales mission schedule will remain robust. While the declining fund balance is a concern, the CVB will

continue to focus on strategically marketing our destination in an efficient and effective manner. Fulfilling our mission is paramount.