pr

olific

communications

PRolific Communications
Indiana Wesleyan University 4201 South Washington Street Marion, Indiana 46953 COM 331, Dr. Lee Fall 2012

PRolific Communications
YoungAh Lee Agency Director youngah.lee@indwes.edu Mike Bruce Executive Director mike.bruce@myemail.indwes.edu Tim Scurlock Media Director tim.scurlock@myemail.indwes.edu Kyle Smith Asst. Media Director Kyle.smith@myemail.indwes.edu Rilee Catalano Executive Assistant rilee.catalano@myemail.indwes.edu Rachael Conrad Research and Marketing Director rachael.conrad@myemail.indwes.edu Megan Hardesty Asst. Research Director megan.hardesty@myemail.indwes.edu

Memo to Client
Mrs. Karen Niverson, Executive Director Marion-Grant County Convention and Visitors Bureau P. O. Box 1327, Marion, IN 46952 October 4, 2012 Thank you for your and the bureaus willingness to work with PRolific Communications this semester. We elated with the potential to develop a mutually beneficial relationship not only between our team and the bureau but also between the council and the Grant County community. We affirm the vision of the Visitors Bureau and are eager to further it with communications counseling. PRolific Communications is part of the Public Relations Writing and Publicity Class at Indiana Wesleyan University. Our six-member team includes: Rilee Catalano 630.880.2773; rilee.catalano@myemail.indwes.edu Mike Bruce 847.431.1136; mike.bruce@myemail.indwes.edu Tim Scurlock 317.504.2597; tim.scurlock@myemail.indwes.edu Megan Hardesty 812.322.1569; megan.hardesty@myemail.indwes.edu Rachael Conrad 765.618.0753; rachael.conrad@myemail.indwes.edu Kyle Smith 614.886.1111; kyle.smith4148@myemail.indwes.edu We discussed the bureaus background and current communication efforts in the first few weeks. Then, we identified the primary communication goals of the bureau and the obstacles that prevent you from achieving them. Based on this information and our research, we developed a proposal for a holiday shopping campaign. This proposal will be outlined in written form and presented orally in the classroom. The proposal outlines strategies and tactics for a campaign in addition to a background analysis of the Marion-Grant County Convention and Visitors Bureau. A supplementary calendar and budget is included at the end with estimations of the time and monetary expenses incurred in the execution of the campaign. We provide non-binding communication consultation strategically designed to achieve your communication goals. We hope you find our advice to be engaging, effective and creative. If you ever have any questions, please contact any member of our agency. Our agency director Dr. YoungAh Lee is also available to address any concerns you may have. She can be reached via email at

youngah.lee@indwes.edu. If you need a communications intern in the future as well, any member of our team would be willing to help. Thank you again for you the learning opportunity and hands-on experience. We hope that our research and ideas will help you develop the Grant County area and provide sustainable tourism for the holiday season. Sincerely, PRolific Communications

Mike Bruce

Rilee Catalano

Kyle Smith

Rachael Conrad

Tim Scurlock

Megan Hardesty

Background
Mission
To promote the Grant County Tourism Industry and enhance visitors experiences in order to maximize visitor time and money spent our community.

Vision
The Visitors Bureau envisions economic development in the Grant County area. To maximize visitor spending in the local economy by, first, attracting people then emptying their pockets.

Core Values
Local heritage Community Economic development Sustainable business

History
The Grant County Convention and Visitors Bureau was founded in 1981, when the Marion Rotary club wanted to host a regional meeting conference in town. There was gap in services. The club needed help securing bids and managing room blocks for event, developing itineraries, welcoming guests, sending registration information. At the time, no one in Grant County provided those services. Now, the bureaus funding comes from the innkeepers lodging tax. The Rotary Club worked with the chamber of commerce, elected officials, and state legislators to collect the tax.

Organization
Karen Niverson Executive Director p: (765) 668-5435 f: (765) 668-5424 e: kn@showmegrantcounty.com Paula Shulz Office Manager

Current Communication Efforts

Informational brochures Online content (showmegrantcounty.com) with a mobile version Purchased print advertisements in lifestyle and travel publications/magazines Local newspaper advertising and a monthly paid column News releases and media relations with regional and travel publications Radio publicity Community relations and presentations Rack distribution in welcome centers and visitors bureaus around the state and in hotel lobbies Email blasts via Mail Chimp

Evaluation of Communication Efforts

The bureau employs a variety of media techniques to reach its publics. The media mix appropriately reflects the communication consumption habits of its targeted audiences. Most of the publicity comes from paid advertisement. As a result, the bureau controls most of its outgoing messages. The themed media outletstravel and tourist magazinesare categorized under the travel industry. These are all effective communication tactics. But the messages themselves are not tailored. In the words of Karen, What we do is just promotional. We dont have the messages that engage people and make them open up our emails right away. Tailoring messages requires a good understanding of key publics. Extensive primary research provides for an understanding of consumer consumption behaviors and communication patterns. The PRolific team will conduct qualitative research to increase understanding of key publics. Key message points will be developed around research findings. Current communication efforts are currently very costly. The ROI of these messages are not being evaluated. The inclusion of social media presents a cost-effective communication technique for tracking and measuring communication efforts. The effectiveness of the messages can be analyzed with trending software at a reasonable price. PRolific Communications advises the inclusion of said technique into the media mix, that the bureau may engage in two-way communication that is measurable and affordable.

SWOT Analysis
-staff experienced in marketing communications -staff are long-time Grant County residents -knowledgeable about community and history -connections with other county bureaus -clear vision and mission statements -funds come from innkeepers lodging tax

-small staff of two -lack of primary research in the community -limited funds and low budget -lack of visibility -absence of group-think -lack of time

-established holiday events in the community -social media -free labor and research from PRolific -increased business development in the community -loyal local event attendees -unique and local artisans -small town means easier access to media and more publicity -Interstate 69

-leisure and travel market is very competitive -lack of county funds -negative city perceptions -economic stagnation -lower average household incomes in region -anyone can market Disneyland -lack of easy attractions -run-down downtown -crime rates/history -large proximity from bigger cities

Research

Core Problem Statement

Key Publics

Action Plan
GOAL: To raise awareness of local shops, restaurants, and tourist attractions in key publics. Objective: Increase ticket sales for the Walkway of Lights by 25% during the Merry Marion weekend.

Strategy 1: Media engagement

Tactics: 1. Email blasts (Mail Chimp) 2. Radio advertisements or feature stories (94.3 The Fortress, 106.9 WXC) 3. Press and news release (The Sojourn, Chronicle Tribune) 4. TV Channel 23 WIWU local news/feature 5. Create conversations and ask questions on social media (Twitter, Facebook, YouTube, Pinterest)

Strategy 2: Discounted ticket prices on our weekend

Tactics: 1. Negotiate the discount with Park and Recreation services 2. Billboard 3. Posters 4. Advertisements in The Chronicle Tribune 5. Friday folders at local elementary schools 6. Give out discounted coupons during parade for that weekend Strategy 3: Add Christmas food and entertainment on that weekend Tactics: 1. University, high school, church, and community Christmas carol performances 2. Local restaurant stands 3. Reindeer for kids and Santa pictures 4. Raffle off Christmas gifts sponsored by local businesses/ passport booklet 5. Local business sponsored rinks open at 10 am 6. Christmas movie at night (Charlie Brown Christmas) 7. Hire a stage coach and horse for the weekend- have it for free but if you win the passport challenge you get a free ride with a friend.

Objective: Provide Marion-Grant County area residents with informational material by placing campaign material in 50 local businesses and churches by November 25, 2012.

Strategy 1: Merry Marion weekend passport/itinerary (brochures)

Tactics: 1. Design and print it 2. Collaborate with businesses and churches to display promotional materials 3. Distribute materials three weeks prior to the weekend Objective: To gain 100 followers on Twitter by February 1, 2013

Strategy 1: Follow local residents and businesses

Tactics: 1. Follow 500 IWU students three weeks before the event 2. Follow 30 businesses three weeks before event Strategy 2: Engage publics on Twitter Tactics: 1. Send exclusive deals and updates to Twitter followers only 2. Ask questions and interact (i.e., whats your favorite holiday tradition?) Objective: Gain 100 likes and 15 posts/comments by publics on Facebook pages by February 1, 2013.

Strategy 1: Like local residents and businesses

Tactics: 1. Lookup partnering business/restaurants and businesses Facebook pages 2. Research neighboring county Facebook pages Strategy 2: Engage publics on Facebook Tactics: 1. Send exclusive deals and updates to Facebook likers only 2. Ask questions and interact (i.e., whats your favorite holiday tradition?) 3. Invite publics to Merry Marion calendar event 4. Post preview pictures of the event 5. Have likers post their family Christmas photos (past or present) 6. Photo scavenger hunt

GOAL: To maximize consumer spending of the leisure market in the Marion-Grant County area. Objective: Achieve a 20% increase in sales tax return by February 1, 2013.

Strategy 1: Merry Marion weekend passport/itinerary (brochures)

Tactics: 1. Create two-day itinerary for families incorporating local businesses and restaurants 2. Give stamps to participating businesses 3. Prize for completed passport: free carriage ride & discounted hotel price 4. Collaborate with 15 businesses and restaurants and Parks Recreation (for touristy sites)

Strategy 2: Pinterest campaign

Tactics: 1. Create a Pinterest account under Merry Marion mom 2. Have PR manager create DIY craft ideas incorporating local products into the final piece (include links to business/artisan websites 3. Research residential Pinterestees and re-pin their stuff 4. Follow Christmas boards for ideas Strategy 3: Increase awareness of local businesses and restauarants Tactics: 1. General advertisements in brochure 2. Advertisements in the ice rink 3. Advertisements before the Christmas movie 4. Advertise local deals on social media Objective: Increase income from the local lodging tax by 15% by February 1, 2013.

Strategy 1: Advertise special deals on social media

Tactics: 1. Communicate with one hotel to collaborate with and negotiate a discount 2. Advertise passport discounts on Twitter and Facebook 3. Prize in Merry Marion passport equals discounted weekend stay