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HomeMy WebLinkAboutCounty Lodging Tax Maarketing Requiest 2021 2021 Jefferson County Tourism Marketing Plan Carry forward $5000, from 2020 EIN# 91-0369835 The goal of this year’s program is to build virtual to transitional revitalization of all segments of the county-wide chamber with special emphasis Community Showcase projects that have an extended reach and shelf-life to facilitate identity, branding, sharing assets and tourism determinations going forward. Areas of focus that are asset challenged at present include South County, Discovery Bay, Port Hadlock, Port Ludlow and Chimacum showcasing the activities and businesses within these communities. The marketing concentration will be the I-5 corridor for peninsular travelers and adventure seekers with a decided emphasis on adventure and experiences and a secondary push throughout the US western region. We recently completed a new county-wide site to supplement the Chambers other web offerings and all these activities will be heavily promoted through this new site, visitjeffcountywa.com video to this site and Q3 and Q4 Certified Folder marketing plan, pending opening up of more travel opportunities feature these on the ferry’s again as well. These videos will assist us in earned media opportunities and supplement the extensive social media marketing we will be facilitating for all our County market segmentations. The videos and all social posts are heavily tracked and adjusted regularly to increase interaction and return on investment for these projects. The Chamber will support community activities within the above-mentioned market segmentations that they may be producing and additionally for each produce a “Community Showcase” Businesses, adventure activities, farm to table, viticulture and relate activities, agritourism, fine arts, cultural, music, retail, hospitality, maritime history and working waterfront and more. We are leveraging our participation in the National Parks program to target specific future travels to the peninsula to start their trip in Jefferson County and support that determination with our showcase of adventures and experiences available. Specifically driven not only by our new site, but it is integration with our iMap program and itinerary builder. Jefferson County Chamber featured in National Parks eNewsletter - Best Road Trips for 2021 https://www.myolympicpark.com/road-trips/port-townsend- wa?utm_campaign=NationalParkNews&utm_medium=email&_hsmi=102401215&_hsenc=p2ANqtz--- GvKclyKV95vbq5hhNEsgtFeV6vyZ8KUx0yvEe41jwLPfdd0_wr6QXmG0lAFCgFptKtm8yRkVdWU5Uzm- bI6i4qh_rW0bkgOOwneCWz1s2yS7Sug&utm_content=102401215&utm_source=hs_emailOur PT showcase which generated over 150 qualified leads the week it appeared on-line relative to accommodations and future visiting when it is safe and allowable again. Our goal is to introduce our many smaller sub-sets of the community and the specific events, adventures, and opportunities in each available virtually at a live virtual event and then have those events hosted on our your-tube channel as well as segmented for additional marketing opportunities for each of the areas and heavily exposed through web and social initiatives. This enables ongoing support, sharing and marketing efforts as well as tourism exposure for all these areas that are undermarketed and represented at present. This year’s marketing is to showcase all areas of Jefferson County to our future visitors and expand that pool of heads in beds and feet in our shops and restaurants particularly our adventurer tourists seeking outdoor activities that are unique. We have them from working waterfront, to farm to table to boat building, hiking, kayaking, sailing and more. www.visitJeffersoncountywa.com This website is fully integrated with the other Chamber sites including Enjoy PT and the other Olympic Peninsula tourism websites and marketed heavily through social consistently now for future travel and I- 5 corridor visitors who will be making peninsula traveling choices as some travel opportunities begin to open up with foreign travel still uncertain. We recently produced with partners from Microsoft Teams and Wandering Washington on a promotion of Port Townsend which was a great success utilizing the model of this link below. Creation for content, graphics, photo’s etc. can be necessary depending on available assets. In this case, drone footage of all areas professional and suitable for multi-purpose ongoing marketing need creation and integration. This is a live Zoom event with invited audience later shared in multiple-markets and media outlets and can be edited and integrated within other content going forward and involves background work, production work, and presentation to facilitate but enables multi-use and market back-end opportunities for extended time frames Web example Walla Walla https://www.youtube.com/watch?v=zaD6KIyCLB0&t=5s This is the base underlying functionality we will create for all our Community Showcase. All elements will be tracked through our Chamber website tracking, our Enjoy PT tracking, our Jefferson County new site tracking and all sour social tracking methodologies. Complete tracking documentation will be supplied to the County. These programs are all designed to increase tourism spending and drive additional visitors to our accommodations. We appreciate the opportunity of continuing to provide these services and opportunities for our County Tourism programs and community partners.