Follow Up on Local Marketing Initiative, Group Marketing and SCVA Opportunities

Wednesday, 10 March 2010 By leni

Thank you to those members that were able to attend and for the positive ideas exchanged. We have put those ideas into the following format to proceed forward with the local matching funds initiative and other programs for 2010. There is a lot of information and programs available so please take the time to read and if you feel you need further explanation, please contact me.

GUIDELINES FOR LOCAL MARKETING

 SCVA members only

 50/50 match of funds

 All print ads will be enclosed in a “donut” (SCVA masthead & information, see sample) This will serve as a uniformed branding of the Sullivan County Catskills

 All radio ads will be enclosed in a 10 second intro-ending, again branding the message of the Sullivan County Catskills

 All Members must submit media and marketing plans to SCVA before advertising begins

 All media partners must submit any businesses seeking inclusion in this program to SCVA before advertising begins

 All contracts are between SCVA and the media. Member businesses ARE NOT permitted to enter into a contract with media.

 SCVA members will be billed on a monthly basis according to their advertising plan

 Media pricing for this program will be based and recognized as an SCVA rate and must submit this rate to SCVA.

 All member payments are due to SCVA prior to ad run.

The following media are participating locally in this program:

 Catskill-Delaware Publications (Democrat & Confidential) Liz Tucker

 The River Reporter Danielle Gabel

 WSUL/WVOS Helena Manzione

 Thunder 102 & Affiliates Matt Dorcas

** Submit your marketing plans to SCVA no later than April 9, 2010 to ensure your participation in this program

*** Other media outlets i.e. Times Herald Record, Hudson Valley publications or Pennsylvania publications will be considered out of county advertising and fall under the external matching funds program. Guidelines above will be followed but please submit as a separate part of your marketing plan.

GROUP MARKETING

Several SCVA businesses attended the Group Marketing meeting at which time the aspects of group marketing was discussed. The success of SCVA’s web sites and the ability to have the travel guide downloadable as a PDF is going to allow SCVA to create and place on-line a Group Travel Planner available to Tour Operators and Meeting and Reunion Planners. This on-line planner will be available and promoted to tour operators and meeting planners starting in May 2010.

What is group marketing?

o A group constitutes a number of guests over 20 people traveling together visiting a destination or business.

o This group can be:

o a family or military reunion

o conference meeting, corporate retreat or incentive travel

o tour operator or group leader “leisure or business” oriented travel

o domestic or international

o main destination or in-route stop over

Is your business group friendly? Are you equipped to handle a group?

o Groups tend to be pre-scheduled so you will know when they are coming and can somewhat dictate as to when you may desire groups i.e. mid- week or shoulder season. However, too many restrictions can affect the success of attracting groups.

o Amenities needed for group business

o First and foremost, your business must have tier pricing

 Rack Rate – This is the rate you would charge the average individual customer

 Group Leader – This is a somewhat discounted rate or offer to entice the group leader to bring their group to you. This rate does not have to vary from the rack rate or a special rate that you offer individuals but can offer some type of incentive depending on your desire to attract groups

 Tour Operator Rate – This rate has to offer the most incentive and discount of all other pricing. Operators tend to work and offer packages to a variety of group leaders and as business works, the operator needs to have the greatest incentive of all to bring you continued group business

o Parking and turn-around for a minimum of two 55 passenger motor coaches

o Roadways to your business that are accessible for motor coaches i.e. weight limits

o At least two restrooms with one handicap accessible or a fellow business partner nearby working with you to present a package for the group market

o Dining or exhibition space to hold at least 55 people

o Staff to handle the additional influx of guests

Packaging your business

o Packaging your business with other businesses in and around your county will add to the success of group business. Planners look for a variety of things to do and see when selling these packages to their customers. Packages usually revolve around a main attraction with lodging, dining, shopping and additional ancillary venues contributing to the value of the package. Packages are usually themed in some way to distinguish each package but businesses can be in several different packages.

o Sample itineraries including new and innovative ideas i.e. maple syrup trail, farm visit, educational components along with the package adds to the salability of the package.

o A single pricing structure must be in place on any packages advertised.

o All packages and sample itineraries would be placed on the web at both scva.net and catskillmeetings.com in an on-line group tour guide for operators and meeting planners.

OTHER IDEAS FOR PROMOTING GROUP BUSINESS

o FAM (Familiarization) Tours – offering operators and meeting planners the opportunity to visit

o HOW (Hospitality On Wheels) – interested properties take their properties directly to the tour operator

o Ads in Group Publications – Reunion Magazine, American Bus Association (ABA), National Tour Association (NTA)

o Featured e-blasts

o Green bag giveaways

o Promotional CD of Sullivan County sites and attractions

WHAT IS NEXT?

o SCVA will host a group marketing seminar of interested businesses with the objective of creating 6 types of packages for domestic tours and 2-3 types of packages for international tours.

o This seminar will be held at the end of March with an exact date, time and location announced later next week.

OTHER OPPORTUNITIES AVAILABLE TO SCVA MEMBERS FOR 2010

 Sullivan County Catskills discount card – Card would be available on-line at scva.net for $25.00. It would offer discounts from participating SCVA members for golf, culture and restaurants. Members who wish to participate would set parameters for their offers on line and offers would be good through 2010. Advantage to members is the exposure of their business to residents, second home owners and visitors to Sullivan County. This is a program that needs to be up and running ASAP so if you are interested in participating, please respond immediately.

 Rack Cards – Member businesses who require rack cards for advertising can now work together with other member businesses to produce their inventory of rack cards through bulk printing. Call for details on this program ASAP so that your rack card can be ready for the SCVA Annual Literature Exchange in May.

 “Made in the Sullivan County Catskills” store – SCVA has created a “Made In” logo that members can use on product they produce or manufacture for sale showing pride and quality as well as recognition for the products produced in Sullivan County. Later in the year SCVA will unveil a virtual on-line store at scva.net where members can advertise and sell merchandise that is Made in the SC Catskills.

 On-line advertising – Advertise your business at scva.net. Compare SCVA rates against other sites on the internet. SCVA.Net without boring stats is benchmarking higher than other sites in its category. It is the perfect way to put your business out in front of the internet users. Another way of promoting your business is sponsoring weekly e-blasts that go out to an extended database promoting upcoming events and offers. This is a great opportunity for SCVA tourism supporters.

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