Washington County Visitors Association

2011-2013

STRATEGIC MARKETING PLAN

WASHINGTON COUNTY VISITORS ASSOCIATION STRATEGIC MARKETING PLAN

2011-2013
TABLE OF CONTENTS
Overview of the WCVA & Washington County Tourism . 2 Destination Strengths and Weaknesses .. 3 Tourism 2015 Plan ... 4 Key Markets and Audiences .5 Marketing Overview ... 6 Advertising .... 7 Public Relations .. 8 Website/Online ....8 Collateral ..9 2011 2013 Marketing Plan .. 10 Leisure Travelers ....... 11 General Interest Market ........ 12 Niche Markets ... 15 Wine Enthusiasts (15) Nature Enthusiasts/Birders (16) Outdoor Recreationalists (17) Golfers (18) International Travelers (19) Group Events and Travel Planners ... 20 Corporate & Meetings Marketing (20) Group Tour Marketing (21) Sports and Event Marketing (22) Weddings Marketing (23) Local Awareness .. 24 Marketing the WCVA (25) Stakeholder Development Marketing (26) Research Studies . 27 Timelines ... 28 Summary ... 29 APPENDIX . 30 1

OVERVIEW
About the Washington County Visitors Association
The Washington County Visitors Association (WCVA) is a not-for-profit, 501(c)(6) destination marketing organization (DMO), funded solely by a percentage of transient lodging taxes collected by lodging establishments in Washington County, Oregon. The organization, which was established in 1983, is charged with marketing and promoting Washington County, Oregon, as a travel destination to a diverse range of audiences. The WCVA promotes the destination in a variety of ways, with the continuous goal of increasing visitation (especially overnight visits) to Washington County. From sales and marketing to community awareness and stakeholder support, each function supports the overall mission and vision of the organization.

The WCVAs office and Visitor Information Center are located in Beaverton

Mission & Vision

The WCVAs Vision: The Washington County Visitors Association positions Washington County, Oregon, as a pre-eminent destination for travel, tourism and events. The WCVAs Mission: The Washington County Visitors Association exists to encourage visitors to stay, spend and play in Washington County, Oregon, by selling, marketing and promoting the countys diverse collection of tourism related assets.

Tourism Outlook
Overall, the travel industry in leisure and corporate travel sectors-- throughout the state has been negatively affected by economic factors; however, 2010 saw a modest increase and travel economists predict that this downturn has peaked (in 2009) and from 2010 on, the tourism industry will experience slight gains. Luckily, the Pacific Coast statesWashington, California and Oregonare leading the upswing in tourism, and have bounced back much quicker than other destinations. Although the worst is over, as some have predicted, the forthcoming years will still prove to be challenging, as more destinations vie for a smaller market share of travelers. The WCVA will remain competitive, and its marketing plan represents the scope of work the WCVA will conduct in an effort to continue to grow Washington Countys tourism efforts, in light of unpredictable travel behaviors and an ever-changing industry.

Tourism Trends & Performance

In 2009, the WCVA commissioned a study from Dean Runyan Associates, a Portland-based economic and marketing research firm, to compile a report summarizing visitor economic impact to Washington County, Oregon, throughout 2009. As expected, the report indicated that Washington County experienced a decline in the tourism spend, which was a direct result of the economic crisis in the U.S. 2009 Washington County Travel Impacts Total visitor spending in 2007: $445 million Total tax revenues paid by visitors: $20 million Total industry-related employment: 4,700 Total industry-related employment earnings: $114 million

DESTINATION STRENGTHS AND WEAKNESSES

To be effective in the marketplace, the WCVA must acknowledge Washington Countys strengths, weaknesses, opportunities and threats, when compared to similar destinations. This list remains virtually unchanged from previous SWOT analyses, as described in the 2007-2010 Strategic Marketing Plan.

Strengths
Proximity to Portland/Portland International Airport Location in/proximity to the Willamette Valley Access to public transportation Quality and growth of local wineries Quality and quantity of sporting venues 3 Quality golf courses and events gaining international prestige Rich agricultural experiences and product Access to urban, farms, forests and nature-based attractions Variety of recreational and water recreation activities Abundance of nature is one of Abundance and continued growth of bike trails and paths Washington Countys strengths Abundant wildlife and bird watching opportunities Oregons largest concentration of nature preserves and wetlands Several universities and colleges Lower room taxes (compared to Portland) Increase in the number of new culinary products in the county (e.g. breweries, wineries, ethnic restaurants)

Weaknesses
No major or anchor attractions No major anchor city within the destination Suburban destinations Seasonality of leisure visitors Unclear/too common destination name Lack of hotel resorts, especially golf or wine country resorts Limited number of RV Parks Lack of nightlife options Too few boutique hotel properties or bed-and-breakfasts) Lack of Four- or Five-Star or full-service lodging properties Limited number of committable rooms for group travelers Limited number of conference/meeting facilities and meetings space Limited number of quality, unique, fine dining establishments Traffic congestion in densely populated areas Wineries too spread out throughout county Perception of lack of variety of boutique shopping experiences

Several new wine tasting rooms, including Alloro (pictured), opened in Washington County since 2007, creating new opportunities for the destination.

Opportunities
Continued regional marketing focus (within the Regional Cooperative Marketing Program, RCMP) Cooperative marketing with other cities, counties and businesses Continued development of emerging markets (e.g. weddings, multi-generational travelers) Grow existing markets: wine, golf, nature, agritourism and sports travel Align Washington Countys wine product with Yamhill County to gain recognition Provide incentive to visitors to Portland to make day-trips to Washington County Develop marketing to take advantage of rural and agricultural tourism trends

Threats
Dominance of Yamhill County (stronger, more identifiable wine product) Introduction of new product in Yamhill County (i.e. The Allison Inn) Limitations for new wineries to open tasting rooms in Washington County Weak economy (affecting both leisure and business travel) Dominance of Portland for high-end lodging and dining experiences Visitor preference to be close to downtown Portland Continued attrition of conference centers Intense competition from larger, established and well-recognized businesses in neighboring destinations A tourism development plan, also known as the Tourism 2015 Plan, developed in 2005, identified many of these strengths and weaknesses. This plan served as a roadmap for the WCVAs marketing efforts in order to play upon the destinations strengths.

THE TOURISM 2015 PLAN

The Tourism 2015 Plan1 determined that several niche leisure markets were emerging, and in 2007 the WCVA revised its marketing efforts to attract these markets, which are: Sporting groups Wine enthusiasts Golfers Nature-lovers and birders In the five years since the conception of the Tourism 2015 Plan, several new attractions have opened, including nearly a dozen new wineries, several new restaurants, a national urban wildlife refuge, state park, additional agritourism product (including the Vineyard & Valley Scenic Tour Route) and an extreme aerial ropes course.

The Greater Portland Visitor Experience

The opening of the Tree to Tree Adventure Park (pictured) in 2009 was a boon for Washington County

According to the Tourism 2015 Plan (p. 23), Washington Countys highest priority should be to link the destination with Portland, as it the largest draw for the region and the most popular destination in the state for domestic and international visitors. Portlands leading attractors include its iconic (and well attended) events and festivals, museums and zoo, parks and gardens, high-caliber performing arts and concerts, and nationally recognized farmers market, breweries and restaurants. Washington County, however, fills the void as having the closest wineries to Portland, plus iconic golf courses, unique museums, developed agritourism and new nature-based attractions, which complement Portlands draw for visitors who want a complete Oregon experience.

Economic Factors: How Does the Tourism 2015 Plan Stand Today?
When the Tourism 2015 Plan was initiated, the economic woes that greatly affected the tourism industry were unforeseen. Visitor spending, employment and local tax revenues were all affected in the downturn, which significantly set back the goals of the plan, which outlined increases in spending and tourism-related employment.
Washington County offers a variety of shopping experiences, such as Bridgeport Village (pictured).
1Washington

County Tourism Development Plan, Total Destination Management (April 2005)

WASHINGTON COUNTYS CURRENT VISITOR MARKETS AND KEY AUDIENCES

A Quick Snapshot of Washington Countys Visitors
Visitor research still being developed to paint a comprehensive statistical portrait of Washington Countys visitors. Based on insights from industry partners, as well as the 2008 intercept study, the most significant market segments of visitors to Washington County are: Visiting Friends and Relatives (VFR) Business travelers Local residents (greater Portland area) Residents of the Seattle-Tacoma metropolitan area Research also found that 63 percent of visitors to Washington County are day visitors, and 36 percent are overnight visitors. Of those, 57 percent stayed in a hotel/motel, with 23 percent staying in the home of family or friend. Among respondents who stayed in a hotel/motel, 23 percent stayed in Portland.

Washington Countys Key Audiences

Through research and development, specifically, the Tourism 2015 Plan, the WCVA has identified the following groups to be its primary audiences for its marketing and communications messages:

Consumer Leisure Travelers

Wine enthusiasts Golf enthusiasts Nature enthusiasts Outdoor activity enthusiasts Shopping enthusiasts

Community Partners Travel Planners

WCVA stakeholders Local tourism-related businesses Regional DMOs & tourism offices Chambers of commerce Local government agencies

Sports travel/event planners Business travel planners Group tour travel planners

CONSUMER MARKETING
The lions share of the WCVAs marketing efforts is aimed toward the consumer traveler, while a portion supports the organizations direct sales efforts: tour groups, meeting planners, wedding and event planners and sports event planners. Messages for these various audiences range from general destination messages to more targeted messages to niche audiences, such as cyclists and birders. In an effort to reach all audiences, an integrated approach is necessary to ensure that the appropriate messages reach the desired audiences.

OVERVIEW OF THE WCVAS MARKETING FUNCTIONS

INTEGRATED MARKETING: GETTING MESSAGES TO THE RIGHT AUDIENCE
The WCVA has built the foundation for its marketing messages, including creating a magazine-style visitor guide, developing an online presence via its website and social media sites, launching new advertisements to reach new audiences, and increasing its media outreach efforts. As the WCVA continues to move forward, these tools will be incorporated into a fully integrated marketing program for the leisure consumer audience that is engaging, measurable and has a strong call-to-action. Washington Countys visibility as a tourism destination in local, regional, national and international markets will continue through integrated and targeted marketing efforts, utilizing print and online advertising, public and media relations and social media. Targeted collateral materials and the WCVAs website will be directed toward key audiences: business, group and leisure travelers, and sports, meeting and event planners. In order to keep current with changes in traveler behavior and trends, and to enhance marketing efforts and materials, the WCVA will conduct various research studies over the course of the next two-and-a-half years.

ENGAGING AUDIENCES: RESEARCH AND EVALUATION

Current research is crucial for strategic marketing planning, as traveler behaviors and tastes, and economic factors affecting travel are constantly evolving. Since 2008, the WCVA has invested in several research studies, including a visitor profile study, website conversion study (in progress), as well as an agritourism barrier study (in progress). The results of these studies continue to help the WCVA in identifying its core audiences, which allows the organization to plan its marketing programs.

WASHINGTON COUNTY: THE BRAND (POSITIONING)

Since 2008, the WCVA has used Citrus, Inc., as its creative agency, which was responsible for the current business identity (e.g. logo, font treatments), look of advertisements, and positioning (Portlands Cool Next-Door Neighbor).

Washington Countys Positioning Statement:

Washington County, Oregon, is a must-visit destination, located just minutes from downtown Portland, where you can experience a wide variety of engaging activities and access the great things the Pacific Northwest has to offer.

Key Elements of the Brand

The key elements of the brand reflect the destinations overall positioning, as well as Washington Countys key attributes: World-class wineries offering intimate wine tasting experiences Nationally recognized championship golf courses offering stimulating challenges in a beautiful country setting Outdoor heaven for natural adventures, bird watching, kayaking, cycling, fishing and scenic drives
Washington Countys tourism brand focuses on its key attributes: wine, nature and golf.

Brand Voice and Tone

Current marketing tools position Washington County as friendly, approachable, inviting and intelligent, while portraying the destination as the source for all of the good things in life: golf, wine, shopping and outdoor recreation. To convey the destinations brand positioning, the tagline Come Play Your Way will be reintroduced in 2011 for both consumer and industry trade audiences.

ADVERTISING (PAID MEDIA): A PICTURE IS WORTH A THOUSAND WORDS

Print and online advertising are major components of the WCVAs marketing efforts, and allow for a greater emphasis on specific audiences: consumers, local businesses, wine enthusiasts, outdoor recreationalists, sports event planners, group tour planners and golfers. Print Ads (2008-2010) In early 2008, the WCVA started working with Citrus, Inc., in Bend, Oregon, to redesign the brand design for the destination, and to create a new advertising campaign using these new brand attributes. As a result, the new look included bright colors, bold typefaces, use of stock images (or icons), and wordy copy.

Print Ads (FY 2010-11+) The look of the creative design created by Citrus helped increase the visibility of Washington County in the cluttered tourism ad landscape. In fiscal year 2010, and extending beyond, the WCVA started experimenting with its overall design look, while keeping true to the brand. In an effort to show off Washington Countys and its tourism-related assets, images of the destination and its attractions replace the use of icons, in an effort to tell the destinations story through images rather than words.

Print & Online Advertising

Each year, during the fiscal-year planning cycle, an ad schedule will be determined, in which all print publications, online sites and messages will be established. Starting in 2011, the WCVA will unveil seasonal advertising campaigns, which will tout the difference experiences in each season; collectively, the campaign will paint a picture of the diversity of the destination.

PUBLIC RELATIONS (EARNED MEDIA): TELLING THE STORY

Public relations (PR) is an integral piece of WCVAs marketing strategy, and allows the Washington County story to be told in various different ways directly to a variety of media outlets. PR efforts will complement the annual advertising schedule and will extend the reach of seasonal key messages in both print and online publications. Through PR, the WCVA independently and in cooperation with tourism partners Travel Oregon, Travel Portland and the Regional Cooperative Marketing Program (RCMP) will be able to reach larger audiences (and potential travelers) via publications that are not included in the ad schedule or are too cost prohibitive to include in the schedule. In addition to bundling advertising and public relations efforts, PR also provides more flexibility with its messaging, allowing the WCVA to respond to short-term and immediate media needs and requests. Methods used to sell the story of Washington County include: Distribution of press releases Creation and updating of a press kit Story idea pitches to writers and editors One-on-meetings with writers and editors Media blitzes (PR missions in other markets) Media familiarization tours/individual media visits Attendance at trade shows Each year, during the fiscal-year planning cycle, a comprehensive public relations plan, which includes local, regional, national and international media outlets, is developed to address the various audiences, key messages and targeted publications.
Events, such as the Oregon Lavender Festival (pictured), are just a part of the overall Washington County story.

WEBSITE & ONLINE COMMUNICATIONS: MULTIPLE MESSAGES, MANY AUDIENCES

WCVAs online efforts directly reach consumers, as well as stakeholders and travel partners. The online component of the WCVAs marketing plan is comprised of four parts: social media, website, blog and consumer electronic newsletter (or e-newsletter). Given the nature of online marketing, the immediacy, interactivity and expediency of the medium, this piece of the marketing puzzle is geared toward more short-term goals, and it grants the WCVA greater flexibility to adapt its marketing messages as often (or as little) as needed. Social Media: Online tools such as Facebook, Twitter and Flickr, for example, will continue to be used to complement the WCVAs marketing efforts with more targeted messages. Use of these platforms will also be used for promotions, contests and offers, and will provide a more one-on-one experience with travelers. Website: Useful and relevant content will be populated onto the WCVA website and will correspond with seasonal marketing efforts and targeted messages targeted to general leisure and niche-market travelers. The use of video to communicate with audiences will be used with more frequency. Blog: The WCVAs blog, Whats the Word, is an excellent resource for long- and short-form content centered on a single stakeholder, theme or idea. The blog format will allow for more photo essays and videos to further the destination. Blog content also will be repurposed on social media sites and the WCVA e-newsletter, further integrating the messages with all communication mediums.

Consumer Newsletter: The WCVAs consumer newsletter is a bimonthly newsletter written for travelers. In 2011, this newsletter will be redesigned, giving it a new look and feel, and to mirror the WCVAs consumer marketing materials and ads. Also in 2011, an internal audit of editorial content and best practices will be conducted to provide consumers with the best content possible. Unlike advertising, and to an extent, public relations, long-range planning for the website, social media and other online efforts is not a useful tactic because of the interactive nature of the medium. Instead, website/social media/online planning will take place more often throughout the year and in cycles, and content will be managed through an editorial calendar, which will serve as a map of content ideas.

PUBLICATIONS AND COLLATERAL PIECES: PRINT IS STILL KING

Although the buzz is all about online and social media marketing, print collateral remains to be a vital tool for destination marketers. From general consumers to travel professionals, high-quality print collateral material is more important than ever. Studies suggest that 55 percent of travelers request visitor guides, and of those, nearly 100 percent of them bring the guides along during their trips. Presently, the WCVA produces for consumers an annual visitor guide. Additionally, itineraries, one-sheets and other materials are used by the sales team to market the destination and to bring in additional visitors.

To see how all of these elements work together in an integrated work plan, see APPENDIX

OVERVIEW OF THE STRATEGIC MARKETING PLAN

GOAL
The overall goal of the WCVAs marketing efforts is to increase the number of visitors to Washington County, with an emphasis on overnight stays in the county. While the sales function of the organization concentrates on providing a means to increase overnight stays (i.e. bringing events, meetings and group tours to Washington County), the marketing function helps create awareness of and increase interest in the destination.

OBJECTIVES
The WCVAs three-year strategic marketing plan is driven by the following three core objectives: Increase consumer awareness of Washington County as a tourism destination and/or its key attractors: wineries, nature, golf and shopping Build positive awareness by promoting Washington Countys wine, nature and sport offerings Increase the number of visitors to Washington County by creating an integrated marketing campaign positioning Washington County as a desirable destination

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TACTICS/STRATEGIES
The following core tactics and strategies will be implemented in marketing to each audience segment: Drive year-round visitation by expanding marketing seasonal messages to targeted and segmented audiences Reach new and existing audiences via continued use of traditional media, and use emerging media to reach new audiences Position Washington County as a key tourism destination in the Pacific Northwest to leisure consumers in general interest and niche interest publications Position Washington County as a potential destination site in industry and trade publications (i.e. sports marketing, meeting planners, group travel, etc.) Showcase upcoming events

SEGMENTED WORK PLANS

To successfully reach the desired audiences and to meet the goals of the organization while implementing the key strategies, as listed above, the marketing plan will be segmented into work plans based on niche audiences (e.g. general leisure consumers, wine enthusiasts, nature enthusiasts, tour groups, etc). This shift in perspective will allow the WCVA to better manage the overall marketing function and reporting and evaluation.

MANAGING THE MARKETING WORK PLAN

The WCVAs strategic marketing plan is a working plan. To manage the WCVAs marketing efforts to ensure engagement, flexibility and a return on investment , work plans will be developed quarterly (more often, if necessary). The following include ways that the WCVAs marketing efforts will be managed: Comprehensive paid media plan: Fiscal-year calendar of all print and online advertising buys, with deadlines, costs and applicable information Comprehensive media outreach plan: Quarterly calendar of planned public relations media outreach, with content ideas, editorial calendars, and necessary tools needed to address long- and short-lead media deadlines and information requests Comprehensive editorial calendar: Quarterly/monthly/weekly calendars of story topics and content ideas for online and social media outreach; calendar will include content for the WCVA blog, Facebook, Twitter and consumer and industry newsletters

PART ONE: LEISURE TRAVEL CONSUMERS

Leisure Travel Consumer Marketing Goal and Objective: Increase awareness of Washington County as a leisure travel destination by integrating all marketing functions and creating targeted marketing campaigns with strong calls-to-action and measurement tools

Adapting the Destinations Key Messages to a Consumer Audience

Leisure travel consumer segment comprises the largest audience for our marketing efforts. Due to the nature of tourism, it is necessary to segment messages to appeal to the diverse interests of travelers and to respond to ever-changing trends in tourism. As a result, the WCVA will take a new approach to its marketing strategy by creating separate marketing work plans for each leisure and consumer audience segments. Audience Segmentation: In order to reach the desired audiences, it is necessary to divide the audience into market segments based on interests (vs. demographics). Within these individual segments, further consideration will be given to demographical information, such as location (region vs. national), gender, age and socioeconomic status, which varies based on interests. General Leisure Travelers: An all-encompassing group of potential visitors; messages are general enough to attract visitors with a variety of interests, rather than focusing on a niche segment of traveler Nature Enthusiasts/Birders: Travelers who are interested in natural settings, enjoy garden tours and wildflower walks, seek out birding and bird-related activities, and are interested in nature photography Outdoor Recreationalists: Travelers who enjoy outdoor recreation, including hiking, biking and other outdoor activity-specific experiences Golfers: Travelers who plan trips around golf experiences to those who may play golf while on vacation or while traveling on business Wine Enthusiasts: Travelers who are interested in wine vacations, are curious about wine tasting/visiting wineries, or those who are inclined to visit a winery while on vacation or traveling on business International Travelers: Travelers from outside the United States who are interested in learning about American culture, shopping and other activities

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Tactics & Desired Measurable Outcomes:

Increase traffic to WCVA website by creating unique URLs for each campaign and developing targeted content online Increase requests for visitor information (visitor guides, e-newsletters) by including applicable messages in advertisements and marketing materials Increase social media followers and engagement by including follow us messages in ads and marketing materials, as well as through social media advertising Increase the length of time spent on the WCVA by creating new, engaging, relevant content Increase the number of subscribers to the WCVAs consumer electronic newsletter Once the above tactics are implemented, measuring outcomes, or the return on investment (ROI), will be easier and more accurate. Unique URLs will allow the WCVA to measure the effectiveness of each campaign. This will result in better reporting and will allow the WCVA to adjust its messages accordingly.

AUDIENCE SEGMENT: GENERAL INTEREST LEISURE TRAVELERS

Messages for general leisure travelers will consist of general destination statements emphasizing its many attributes and attractions, and seasonal nature of Washington County as a leisure tourism destination. Messages for this audience are all-encompassing and will change seasonally, capturing the spirit of the destination year-round with season-specific messages, instead of using the same message throughout the year.

GENERAL LEISURE TRAVELERS POSITIONING STATEMENT: Washington County, Oregon, is a year-round destination offering different experiences as the seasons change. SEASONAL MESSAGING
The one-size-fits-all marketing strategy doesnt work in todays marketplace, and Washington County is not a one-size-fits-all destination. The seasonality of many of the destinations attractions makes it necessary to revise how Washington County currently is marketed to consumers. In an effort to reach these consumers, a fully integrated marketing campaign will be launched seasonally to build awareness of Washington County as a leisure destination, capture the audiences attention, and ultimately persuade travelers to include Washington County in their travel plans. Each campaign will have a strong call to action, encouraging travelers to contact the WCVA for more information, or to book their vacations.

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Key Messages
Spring: During the spring months (March-May), Washington Countys springs to life. Washington County would benefit from positioning itself as a Spring Break alternative, a springtime getaway for couples and families looking for a relaxing, less crowded retreat. Key messages: Spring Break, Mothers Day, wine tasting, family travel, outdoor recreation, nature, golf Summer: Summer (June-August) is high season for tourism to Washington County, and it is during this time that the majority of the destinations attractions are open to the public, and dozens of events take place. To take advantage of the wealth of things to do and see during these months, the WCVA will continue to position Washington County as a summertime family getaway. Key messages: Family travel, agricultural activities, events, road trips, Vineyard & Valley Scenic Tour Route, wine tasting, outdoor recreation, Independence Day, summer vacation, back-to-school shopping Fall: In the fall (September-November), visitation to Washington County starts to slow, although fall offers a variety of experiences. Washington County would benefit from positioning itself a great fall destination for scenic drives with opportunities to view fall foliage, to enjoy the mild weather, and for a girlfriend getaway, mancation, or couples retreat. Key messages: Romantic getaways, wine tasting, agricultural activities, events, road trips, fall colors/foliage, outdoor recreation, nature, golf, harvest season, pumpkin patches Winter: There are several challenges that hinder travel to Washington County during the winter months (December-February). Inclement weather, especially along the Vineyard & Valley Scenic Tour Route, isnt appealing to travelers, who may opt to travel to ski/snow destinations or to warmer climates. In addition, several wineries close during the winter months, as does one of the areas key attractions (Tree to Tree Adventure Park). Key messages: Romantic getaways, shopping, holiday events, tree farms, New Years resolutions, Valentines Day, wine tasting

ADVERTISING AND PUBLIC RELATIONS Targeted Publications

External media (publications, online sites, external blogs, etc.) will be targeted for dissemination of key messages via paid media (advertising) and earned media (public relations). Selected external media reaches local, regional and national audiences, and range from national publications and in-flight magazines to regional interest titles to in-market/local newspapers. The WCVA has selected the following most wanted list of target media (additional publications and online outlets will be added during the annual planning cycle): Sunset Magazine Portland Monthly Central Oregon Magazine Shermans Travel National Geographic Traveler The Oregonian USA Today Country Living Horizon Airlines Magazine Tacoma News Tribune AAA Via Magazine 1859 Magazine AAA Western Journey Travel + Leisure Los Angeles Times Idaho Statesman Good Housekeeping RV Journal Southwest Airlines Magazine Eugene Herald Seattle Met Southern Oregon Magazine Budget Travel Conde Nast Traveler Seattle Times Vancouver Courier Ladies Home Journal Alaska Airlines Magazine AARP Magazine The Spokesman Review

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ONLINE MARKETING
The WCVA has vested much time and effort into its online profile. Although there has been some growth in the organizations social media efforts and impact, growth of the website has been flat. The following is an overview of changes to be made in the WCVAs online presence in 2011, and continuing on in future years. Website & Blog In 2011, the WCVA will conduct improvements to its website to enhance usability. Starting in 2011, the overall content on the website will improve, including: Use of video on the home page and other pages as needed Inclusion of booking engine Addition of seasonally produced content positioning Washington County as a year-round destination Better organization of existing content Addition of more pictures Creation or updates of pages tailored to niche audiences (e.g. wine enthusiasts, birders) Social Media The WCVAs social media strategy in 2011 and beyond will include entering the next level of online engagement. In addition to promoting social media vehicles via the website and print advertising and collateral, the WCVA will improve its presence on existing social media platforms, while continuing to pursue additional platforms. Because the social media landscape is ever-changing, it is difficult to predict what the WCVAs online presence will be in three years. However, in the short term, the following are a snapshot of some initiatives slated for 2011: Facebook: Addition of pages focusing on top attractors to Washington County (e.g. wine, nature, sports, golf) and creation of new applications (i.e. sharable postcards) FourSquare: Implementation of the WCVA FourSquare profile; potential giveaways (i.e. check-in at the WCVA visitor information center a receive a free gift) Twitter: Background on main Twitter page to change seasonally to position Washington County as a year-round destination In addition to the social media platforms listed, the WCVA will continue to have a presence on YouTube and Google Places, and will look into a branded LinkedIn profile and research new platforms and opportunities as they arise.

Consumer E-Newsletters In an effort to provide consumers with relevant information, several changes will be made to the consumer e-newsletter in 2011. These changes include: Implementation of a new bimonthly distribution schedule: January, March, May, July, September and November Redesign of the newsletter template, to make it more visually pleasing for consumers and easier to update for staff Inclusion of seasonal messages, integrating the seasonality of the destination and further positioning it as a year-round destination

MARKETING COLLATERAL
The WCVA-produced Washington County Visitor Guide remains the signature marketing collateral piece. Additional marketing materials may be produced, such as a wine brochure (see pg. 15). The following is an overview of existing collateral pieces that will be used through 2013, and updated as necessary: Washington County Visitor Guide (produced annually) Washington County tear-off map (produced annually, as necessary) Washington County fold-out map (produced as needed) Washington County recreation map (new, currently in production; to be produced as needed) Washington County bike map (new, in production; to be produced as needed)

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AUDIENCE SEGMENTATION: NICHE MARKETS

The Tourism 2015 Plan identified the key tourism attractors for Washington County. As a result, the following niche market segments have been identified as: Wine enthusiasts, nature enthusiasts and birders, outdoor recreationalists, golfers and international travelers. Niche marketing provides an opportunity for the WCVA to get its key messages directly to those with specific interests, especially those who may not be familiar with the destination and/or its attractions. The following section offers a brief outlook of how the WCVA will market to these niche travelers.

WINE ENTHUSIASTS
The WCVA has an edge, however, in its marketing strategy, as competitor destinations that have wine product may not have the budgets to actively target and engage this segment of travelers. Through targeted messages, ad buys and public relations efforts, coupled with complementary messages via internal media (WCVAs website, blog, newsletters, etc.), the WCVA will be able to reach these consumers directly and in their own language.

WINE ENTHUSIASTS POSITIONING STATEMENT: Washington County is the gateway to Oregons wine country, and features award-winning wineries providing visitors with friendly, authentic and intimate wine tasting experiences unlike any other. ADVERTISING & MEDIA OUTREACH
As with reaching the general travel market, the WCVA will reach wine enthusiasts through print and online media. In addition to advertising buys, the WCVA will employ public relations/media outreach efforts to reach a broader audience. Media outreach tactics include, but are not limited to: story idea pitches, distribution of press releases, invitations to media familiarization trips, invitations to events Samples of Key Messages Sustainable (green) wineries Food and wine pairings Wine/winery events Entrepreneurial spirit of vintners/wine makers Pioneering wineries/wine makers Second-generation wine makers Unusual wine varietals Crush/harvest Wine Trail Weekend Thanksgiving/Memorial Day weekend

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Targeted Publications The WCVA has selected the following most wanted list of target media to reach the wine enthusiast market (additional publications and online outlets may be added during the annual planning cycle): Sunset Magazine Portland Monthly San Francisco Chronicle AAA Via Magazine (No. Calif.) MIX Magazine Seattle Met Imbibe Los Angeles Times USA Today

ONLINE MARKETING
Key messages targeted to wine enthusiasts will be included in social media messages, in the consumer newsletter, and in seasonal and feature content on the WCVA website. All online content (blog, website, social media, etc.) will be updated periodically with wine-themed content and images, links to articles and blog posts, with an emphasis on wine-related events and activities.

MARKETING COLLATERAL
In 2011, the WCVA will develop a wine brochure, positioning the destination as wine country, and including facts about each winery in the area.

The number of wineries in Washington County grew from approx. 16 in 2007 to 27 in 2009. (Pictured: Ponzi Vineyards)

NATURE ENTHUSIASTS/BIRDERS
Washington County benefits from its natural outdoor beauty and various wildlife habitats. As statewide efforts continue to market Oregon as a destination known for its scenic outdoors, Washington County has the opportunity to use the positioning to increase awareness (and visitation) among nature enthusiasts and birders.

Washington County is home to hundreds of species of indigenous and migratory birds, such as the Common Yellowthroat (pictured).

NATURE ENTHUSIASTS/BIRDERS POSITIONING STATEMENT: Surrounded by forests, farms and natural settings, Washington County is among Oregons premier destinations for bird watching, wildflower and nature walks, and scenic tours.

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ADVERTISING & MEDIA OUTREACH

Price prohibits a targeted advertising buy in many publications targeted toward this affluent group of travelers, and reliance on public relations efforts is essential when reaching out to this group. Media outreach to writers, photographers and bloggers who specialize in the nature/birding beat will include: Story idea pitches Pitches and invitations to natures photographers Press releases about significant nature/birding-related development, events and attractions Media familiarization tour for birding writers/authors (FY 2012-13) Samples of Key Messages New nature facilities and attractions Birding and ornithological opportunities/sightings Conservation and educational efforts (e.g. refuge, state parks, nature parks, etc.)

Local gardens, nature/wildflower walks Wildlife habitats

Targeted Publications The WCVA has selected the following most wanted list of target media to reach the nature enthusiast market (additional publications and blogs will be added as necessary): Audubon Magazine National Geographic

ONLINE MARKETING
Key messages targeted to nature enthusiasts and birders will be included in social media messages, in the consumer newsletter, and in seasonal and feature content on the WCVA website. Website and blog content will be updated regularly and seasonally, focusing on seasonal activities, new attractions and bird sightings The bird pages of the website will be completed and pages will go live More emphasis on the Willamette Birding Trail will be included in marketing efforts Social media content will complement the information on the website and on the blog Nature and birding blogger(s) will be recruited to provide content for the WCVA blog The consumer newsletter will feature at least two articles annually about nature/birding A separate media and marketing outreach plan specifically targeting birders will be developed during the 2011-12 fiscal year, and will detail publications, freelance writers, blogs/bloggers and other media opportunities for the WCVA to create awareness among this niche audience.

OUTDOOR RECREATIONALISTS
Among travelers Oregon is known for its outdoor recreation, and it is essential that Washington County increases its visibility among this niche market segment. Activities relevant to travelers who fall in the outdoor recreationalists market segment include cycling/biking, hiking, fishing, kayaking/canoeing, horseback riding, camping, and other outdoor recreational pursuits. Disc golf and the aerial ropes course, Tree to Tree Adventure Park, also are included in this segment.

The Tualatin River provides a multitude of outdoor recreation activities and events.

OUTDOOR RECREATIONALISTS POSITIONING STATEMENT: Washington County is a premier destination for outdoor recreation and pursuits, and offers a variety of activities for adventurers of all skills, interests and abilities.
Further segmentation of this audience is necessary, given that two important markets are emerging in outdoor recreation: Cyclists: Cycling/biking continues to be a thriving market for the Greater Portland region, it is necessary for the WCVA to reach out to this market segment, aided in part by increased product (such as the newly developed bike map) targeted to cyclists. A targeted marketing plan for the cycling audience will be developed during FY2011-12. Equestrians: The Wilsonville Chamber of Commerce is continuing to develop Oregon Horse Country, which includes some of the regions most prestigious horse facilities and dressage venues located in Washington County. The WCVA will benefit from reaching out to this affluent niche market segment. A targeted media/marketing outreach plan for the equestrian market will be developed FY 2012-13.

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ADVERTISING & MEDIA OUTREACH

The WCVA faces several barriers, including advertising costs, to getting its key messages out to desired audiences. Getting noticed among this niche audience has been challenging, as Washington County faces steep competition from established and more rugged outdoor adventure sites and attractions throughout the state (e.g. skiing at Mt. Hood, wind surfing in the Gorge, mountain biking and climbing in the Cascades, etc.). To overcome this obstacle, the WCVAs advertising and media outreach will be limited to regional publications2. Samples of key messages: New recreational attractions Disc golf Washington County recreation map Equestrian attractions/events Tree to Tree Adventure Park Camping Targeted Publications The following is the most wanted list of target media to reach outdoor recreationalists (additional publications and online sites may be added during annual planning): Backpacker AAA Via (Oregon/Idaho) Outdoor Field & Stream Canoe & Kayak

ONLINE MARKETING
Key messages targeted to outdoor enthusiasts will be included in social media messages, in the consumer newsletter, and in seasonal and feature content on the WCVA website. Website/blog content targeting outdoor recreationalists will be updated regularly and seasonally Social media content will complement the information on the website and on the blog Video content will be produced and used in social media, website and blog marketing The consumer newsletter will feature at least three articles annually about outdoor recreation Greater emphasis will be put on fishing, kayaking and disc golf
2Disc

golf is an exception; messages will be targeted toward amateur and professional disc golfers and associations

GOLFERS
Golf was identified in the Tourism 2015 Plan as one of the top tourism attractors for Washington County. With top-tier courses, such as Pumpkin Ridge Golf Club and The Reserve Vineyard and Golf Club, and rural, community courses, Washington County is poised to become an affordable and accessible golf destination, compared to other more pricey options in the state.

GOLF POSITIONING STATEMENT: Washington County is a preeminent golf destination in the Pacific Northwest, providing golfers of all skills and abilities opportunities to play on several of the states most esteemed courses. ADVERTISING & MEDIA OUTREACH
Several barriers exist in regard to the golf tourism market, including: lack of a golf resort, increased regional competition and the overall decrease in demand for golf tourism (although, with a strengthening economy, golf tourism may pick up). In addition, several golfrelated publications have ceased publication in recent years, and the cost to advertise in golf magazines remains to be budget-prohibitive. PR outreach will be key for the golf market; however, because of the factors listed above, this could prove to be challenging, as well. The audience for golf-related messages, while focused on leisure visitors, may also benefit the WCVAs sports sales and marketing efforts (see page 22). Samples of key messages: Championship/top courses (overall travel piece) Premier events (i.e. Safeway Classic) Rural/countryside courses Affordability/lack of pretentiousness Best courses for women golfers Wine + golf pairings Mancations (emphasizing golf and breweries)

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Targeted Publications The following is the most wanted list of target media to reach golfers (publications and online sites may be added during annual planning): Golf World Golf Digest Golfer Oregon Golf Golf

ONLINE MARKETING
Key messages targeted to golfers will continue to be included in social media messages, in the consumer newsletter, and in seasonal and feature content on the WCVA website. Website and blog content will be updated seasonally, providing ideas of what to do while in Washington County Social media content will complement the information on the website and on the blog The consumer newsletter will feature one to two articles about golf, with an increased emphasis on lesser known courses

MARKETING COLLATERAL
The WCVAs best bet to reach golfers is through marketing collateral. Golf-specific collateral needs to be developed in 2011 to take advantage of the various golf shows in the region, as well as for high-profile events, such as the annual Safeway Classic golf tournament. Collateral may also be used by the sales team for sports sales and marketing. Golf one-sheet, with an overview (or stats) for each public or semi-private golf club in Washington County

INTERNATIONAL TRAVELERS
In recent years, the WCVA has partnered with Travel Oregon, which aggressively markets to the international market, to reach the Canadian group travel market. As plans move forward to expand the WCVAs sales efforts outside of North America, it has become a necessity to include international travelers into the WCVAs overall marketing plan.

INTERNATIONAL TRAVELERS POSITIONING STATEMENT:

Washington County, Oregon, is a diverse, welcoming destination, offering the best value, exquisite shopping, awardwinning wineries, exceptional dining and more.

Comparatively low costs, lack of sales tax and exceptional shopping make Washington County a desirable destination for international travelers.

The WCVA will continue to work with Travel Oregons international sales and marketing teams to gain more exposure for Washington County in this market and to increase the number of international visitors to the destination. Current data provided by Travel Oregon, shows that approximately 1,401,100 international visitors arrived in Oregon in the first 10 months of 2010 (of the top 13 countries, in terms of arrivals). Based on this data, the top five* countries of origin of international travelers to Oregon are: 1. Canada, 1,145,200 visitors Emerging markets include: Korea, Taiwan and China, which 2. Japan, 48,700 visitors brought a collective total of 50,500 visitors to Oregon. 3. United Kingdom, 35,400 visitors 4. Germany, 31,500 visitors *Rankings are based on 2009 year-end data, as 5. Australia/New Zealand, 32,800 visitors complete 2010 data is not yet available. The Inbound/International Traveler For the purpose of this marketing plan, international visitors primarily fit into one of the following groups: Free and Independent Travelers (also known as foreign independent travelers) (or FIT): This segment is comprised of travelers who travel solo or in small groups (such as a family units), and make independent decisions of where to visit, stay, eat, etc. FITs may also follow pre-arranged fly-drive itineraries, but have the flexibility to change their sightseeing plans as they see fit. Group/packaged travelers: This segment is comprised of travelers who are a part of a larger group and often follow a pre-arranged travel itinerary. (This segment also is addressed in the Group Tour/Travel Trade section of Part Two: Group Events & Travel Planners.) International business travelers are an important component of travel to the U.S.; however, Washington County will focus on leisure travelers. Key Attractors Travel behaviors of international travelers vary from the travelers country of origin/residence; however, travelers share several common interests and behaviors while visiting the United States. Shopping is a top activity of many inbound travelers, and Oregons lack of sales tax for goods and services, combined with the exceptional shopping opportunities in Washington County, make the destination attractive to international visitors. In addition, the natural beauty of the area, easy access to wineries and unique events appeal to the Americana aspect of the destination.

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ADVERTISING & MEDIA OUTREACH

Currently, the WCVA works in partnership with Travel Oregon with its international media outreach, which will continue over the next three years. As the WCVA has a greater presence in the international marketplace via sales missions and efforts, an advertising/media plan focusing on international consumer and trade publications will be put into place, as necessary. Further research is necessary at this time.

MARKETING COLLATERAL/WEBSITE
As the WCVA evaluates and grows its international market, it may become necessary to create marketing collateral pieces for specific and targeted markets. Existing publications, such as the visitor guide, the WCVA website and other materials may have to be translated and messages tailored to each culture in an effort to reach the diverse international market.

PART TWO: GROUP EVENTS & TRAVEL PLANNERS

OVERVIEW
The group events and travel planners market segment includes group tour planners, meeting planners, special event planners and sporting event organizers. The WCVAs sales team actively markets to these segments. For the purpose of this plan, only the tools and tactics to support the sales teams efforts will be highlighted.

Group Events & Travel Planners Marketing Goal and Objective: Increase the number of group events group tours/packaged travel, sporting events, and meetings and corporate events-- by positioning Washington County as an affordable, desirable and accommodating destination, by positioning the WCVA as a resource for group travel and event planners, and by incorporating strong calls-toaction in marketing materials

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CORPORATE & MEETINGS MARKETING

Several factors limit how the WCVA attracts and markets to larger meetings and corporate and incentive markets. However, Washington County offers plenty of non-traditional meeting spaces for small meetings, including wineries, outdoor/nature venues, golf courses and other venues that can accommodate smaller business groups. As a result, in 2010 started to market Washington County as a small meetings destination, while emphasizing its affordability (when compared to Portland), its accessibility, and the variety of experiences it can offer to delegates.
Public transportation, such as the MAX light rail (pictured) makes the area appealing for business meetings.

ADVERTISING & MEDIA OUTREACH

The advertising schedule and PR plan will focus on a small number of publications that cater to meeting planners in western U.S. Print ads and public relations story idea pitches will continue to highlight the affordability and accessibility of Washington County as it pertains to this specialized audience. Samples of Key Messages Washington County offers a diverse array of affordable and exceptional venues for small meetings Washington County provides authentic team-building and group experiences, ranging from customized wine tastings to outdoor adventures Targeted Publications The WCVA has selected the following most wanted list of target media to reach the meetings market (additional publications may be added during ad planning): Smart Meetings Small Market Meeting Meetings West Northwest Meetings + Events Additional publications being considered for possible marketing outreach include: M&C (Meetings and Conventions) and Corporate Meetings & Incentives magazines.

MARKETING COLLATERAL
The small meetings market still is considered to be an emerging market for Washington County; therefore, the WCVA marketing collateral must be revised to focus on this specific market. In 2011, the WCVA will: Update its current one-sheet capitalizing on the benefits of holding a small meeting or corporate event in Washington County Revise completely the meeting facilities guide (possibly creating a comprehensive meeting, group tour, wedding and sports facilities guide)

WEBSITE
In 2011, the meetings section of the WCVAs website will be updated with content, including building out more pages, as necessary, and adding electronic versions of the print marketing collateral pieces.

GROUP TOUR/TRAVEL TRADE MARKETING

The group tour/packaged travel market is important to Washington Countys tourism industry, The WCVA has a dedicated sales staff member who is charged with growing this market, and employs sales efforts to reach out to tour planners to bring packaged travel tours to Washington County for both day trips and overnight stays. Efforts include sales missions, trade shows and being involved in associations that cater to this market, and these efforts are supported with advertising, public relations and marketing collateral pieces.

THE AUDIENCE
Group tour is an all encompassing term to describe a planned-itinerary packaged tour, which can be made up of leisure visitors, student performance groups, senior visitors, FIT or other specialized tours. Tours may consist of a single theme, such as wine tours, nature tours, garden tours or other niche interest, and Washington County may be the primary destination, or possibly a quick stop on the way to the Coast or to Portland.

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ADVERTISING & MEDIA OUTREACH

In 2010, the WCVA added new publications to its advertising schedule in order to capture more of a market share from the group tour/packaged travel market. Public relations efforts complement the advertising schedule and allow for greater reach into this growing market via: Creating and pitching specialized itineraries tailored to group tours and FIT market Samples of Key Messages Washington County is an ideal destination for a hub and spoke tour Targeted Publications The WCVA has selected the following most wanted list of target media to reach the group tour market (additional publications may be added during ad planning): Courier Magazine Leisure Group Tour Western Group Tour Group Travel Leader Student Group Tour

MARKETING COLLATERAL
Printed and electronic marketing collateral is essential for group tour travel planners, and it is necessary to continue to produce high-quality materials to complement the WCVAs sales efforts. As a result, the lions share of printed collateral is customized to group tour planners and operators. To complement these specialized markets sales efforts, the following collateral materials will be produced annually: Whats New one-sheet (print and electronic versions) to be updated as necessary Specialized tour itineraries, each focusing on major tour themes, such as: O Agritourism O Wine tourism O Vineyard & Valley Scenic Tour Route O Shopping O Portland to Coast Logo promotional items for use at tradeshows, sales missions and other operator familiarization tours Logo promotional items for welcome gifts (budget permitting)

WEBSITE
In 2011, the group tour section of the WCVAs website will be updated with content, including building out more pages, as necessary, and adding electronic versions of the print marketing collateral pieces.

SPORTS/SPORTS EVENT MARKETING

The Tourism 2015 Plan identified amateur sports as one of Washington Countys primary sales markets. The quality and diversity of the types of venues in the area make it possible to attract a variety of sports events to Washington County. A strong marketing campaign directed to sports event organizers will complement the WCVAs dedicated sales efforts to maintain existing sports events, while attracting new events to Washington County.

ADVERTISING & MEDIA OUTREACH

Washington County boasts several popular sports facilities, such as Hillsboro Stadium (pictured), which attract a number of diverse events.

In 2010, the WCVA entered the advertising arena with paid ads in several industry publications, which coincided with the sales teams trade show attendance. Sports-specific ads touting Washington County as an accessible, sports-friendly destination with high-quality sports facilities were run in issues of SportsEvents and Sports Destination Management magazines, and additional ads are planned for 2011. Moving forward, a complementary advertising and PR plan targeting these and additional sports-industry publications will be planned, and will take into consideration the sales teams overall goals and trade show attendance schedules. Samples of Key Messages Washington County is an affordable, accessible and team-friendly destination, with a diverse array of high-quality facilities to meet nearly any type of event, such as award-winning sports fields and facilities and rugged outdoor venues with natural forests, lakes and rivers. Target Audiences The sports events community is comprised of several different organizations, publications and audiences. Based on the strengths of Washington Countys sports venues, particular attention will be paid to organizations that support the following sports and events: Soccer Triathlons Softball Disc golf Equestrian/dressage Golf Basketball

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*Existing venues, such as Sunset Speedway, and new facilities, such as the White Sands Indoor Beach facility

Targeted Publications The WCVA has selected the following most wanted list of target media to reach the sports event market (additional publications may be added during ad planning): SportsEvents Magazine Sports Destination Management Winning Sports Event Destinations

MARKETING COLLATERAL
As the sports and event market continues to flourish, it will be necessary to revise existing materials, while creating new print materials focusing on specific sports-market segments (i.e. disc golf), and giveaway items. Create new sports-specific one-sheets (e.g. softball, disc golf, soccer, etc.) Revise completely the sports facilities guide (possibly creating a comprehensive meeting, group tour, wedding and sports facilities guide) Logo promotional items for tradeshows, events, site tours and participant registration bags Create new branded welcome letter templates, with editable content and itineraries Create new branded bid submission templates, with editable content

WEBSITE
In 2011, the sports event planner section of the WCVAs website will be updated with more content, including building out more pages, as necessary, and adding electronic versions of the print marketing collateral pieces and sports-related video assets.

WEDDINGS MARKETING
Unlike the corporate/meetings, group tour/packaged travel, and sports/sporting events markets, the audience for Washington Countys weddings marketing includes both industry trade and consumers. The WCVAs entry into the lucrative weddings market will comprise of messaging tailored to each of these two markets.

AUDIENCES
Wedding Planners: Outreach to local wedding planners will be a two-pronged approach. The first position consists mainly of creating awareness of the Washington County as a weddings destination, and to tout the multitude of venues, caterers, lodging properties and other weddings-related businesses. The second position will be to market the WCVAs services to wedding planners as a resource to help with securing room blocks, venues and catering requests via service leads. Brides-to-Be: Outreach to brides-to-be (or messages directed to the consumer) takes a similar twopronged approach. Primary messages will emphasize the affordability, accessibility, diversity and beauty of Washington County as an ideal wedding destination. Secondary messages will market the WCVAs services as a resource to help brides with planning their dream wedding by distributing service leads to secure room blocks, venues and catering.

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ADVERTISING & MEDIA OUTREACH

In 2010, a weddings ad, created for brides-to-be, was designed, and will be debuted in the spring 2011 issue of Oregon Bride magazine. This launch into the weddings market is part of a slow roll-out, which will include over the next couple of years additional print and online advertising buys in consumer and trade publications, as well as a comprehensive PR plan.

MARKETING COLLATERAL
During fiscal year 2011-2012, as the emerging weddings market is grown, a weddings one-sheet tailored to wedding planners will be created. Additional collateral materials will be considered, depending on various factors, including trade show attendance.

WEBSITE
Prior to the 2011 launch of the WCVAs new weddings ad, the weddings section of the website, which is a work in progress, will be revised and updated with weddings-related information for both consumers and planners. Additionally, if possible, content will be moved from the Meeting, Travel & Sports Planners section and will be given its own tab, so it can easily be located by visitors to the site.

PART THREE: LOCAL AWARENESS

While the majority of the WCVAs marketing outreach for leisure, business and group travel audiences focuses on residents outside the Greater Portland region, local marketing is extremely important for the WCVA as well. Marketing efforts to the local audience ranges from creating awareness about the WCVA and its services and the impact of tourism to our community, to building buzz among locals about the many attractions and activities available in Washington County.

The WCVA hosts events regularly that help stakeholders and industry partners foster relationships, as well as to build local awareness about Washington Countys tourism industry.

CREATING AWARENESS ABOUT THE WCVA

Although the Washington County Visitors Association has been an important force in marketing the destination for several decades, the organization is still relatively unknown. A marketing campaign specifically about the organization and its services is crucial for stakeholder recruitment and engagement, as well as group travel planners (which was outlined in Part Two). Audiences Messages intended to increase awareness of the organization are tailored to specific industry-related audiences, including: Current and future stakeholders Local industry-related businesses (in Washington County and the Greater Portland region) Chambers of commerce (local) Local government agencies and elected officials State, regional and local destination marketing organizations/tourism associations Visitor information centers (statewide)

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EDUCATING LOCALS ABOUT THE IMPACT OF TOURISM ON THE COMMUNITY

Many locals do not understand the benefit tourism brings to Washington County. As a destination marketing organization, it is the WCVAs role to serve as an advocate for the tourism industry, and to educate about the many benefits tourism has on our own community. Audiences Educational messages have a wider audience than the awareness campaign efforts. In addition to the aforementioned audiences, the following would benefit from educational awareness messages: Local media Washington County residents

BUILDING BUZZ AMONG LOCALS ABOUT THE MANY ATTRACTIONS AND ACTIVITIES AVAILABLE IN WASHINGTON COUNTY
Previous research has shown that the friends and family market makes up the majority of visitors to Washington County. For years, locals who host visiting friends and family members may not consider Washington County for a day trip (or even overnight stay), as there may not be much awareness about the attractions and experiences available. Additionally, much of the local media (including online) focuses on Portland and its attractions and experiences, and for the most part, ignoring Washington County, leaving the WCVA to fill that void. Audiences Building buzz about the attractions and activities in Washington County is an important component of the WCVAs marketing efforts. It is increasingly important to build buzz locally, and the audience consists of all of the aforementioned audiences with the addition of: Residents in the Greater Portland/Portland Metro region (within 50-mile radius) Media within a 50-mile radius of Portland

MARKETING THE WCVA

The WCVAs primary mission is to increase the number of visitors to Washington County. This goal is not possible without the support of our tourism partners: stakeholders, chambers of commerce, destination marketing operators and other industry-related organizations and businesses. Reaching out to these local audiences is crucial in tourism development, and it is necessary to create local awareness of the role the WCVA plays in building relationships and tourism product.

ADVERTISING & MEDIA OUTREACH

Only a small portion of the WCVAs advertising budget is spent on in-market advertising, and it is limited to ads placed in chamber of commerce directories. The relationships between the local chambers and the WCVA are important, and ads focus on messages about the economic benefits of tourism, as well as how the WCVA is an additional resource for the business community. The WCVA remains in close contact with local reporters, and the organization has become a resource for reporters who want to provide tourism related angles to their articles. As advocates for Washington Countys tourism industry, the WCVA has become subject matter experts on issues affecting the tourism industry, such as the benefits of tourism, new attractions and tourism development. PR efforts include story idea pitches, press release distribution and invitations to media events.

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WEBSITE & E-NEWSLETTERS

The WCVA communicates with its industry-related audiences via two primary vehicles: industry website and industry e-newsletter. Invitations, opportunities, WCVA-related announcements and other newsworthy messages are often disseminated via mass e-mail blasts. In the next year, the WCVA will concentrate on ways to improve how information is distributed and to increase the relevance of messages included on the industry site and in e-newsletters. Industry Website, yourwaytoplay.com The industry site contains various pieces of information, including research statistics, benefits of the stakeholder program, and the WCVA press room. Although, a widget for the WCVAs Twitter feed has been added, content has remained static in previous years, with the addition of few new articles. In 2011, a minor overhaul of the site will be implemented, with new features to be added: Industry blog: Primary source of industry-related news, information, opportunities, and other announcements Statistical reports: Semiannual progress reports of the WCVAs sales and marketing efforts Links to published articles: Article links to published stories that were made possible by the WCVAs public relations and media outreach efforts Advertising gallery: A photo gallery of the WCVAs advertising efforts Industry E-Newsletters Bimonthly industry newsletters will be distributed to stakeholders and industry partners. To increase readership, there will be some changes implemented in 2011 that will improve the design and functionality of the newsletter. Content also will be revised and new guidelines to be written and implemented to make the information more relevant and valuable to partners. Changes include: New template to be designed Increased use of video Greater emphasis on how tourism benefits the community and the economy Reintroduction of tools, tips and ideas for stakeholders Easier access to statistical reports

STAKEHOLDER DEVELOPMENT MARKETING

In September 2007, the WCVA transitioned from the member-based model to a stakeholder model. Today, the organization has more than 483 stakeholders, which are comprised of tourism-related businesses throughout the county. One of the WCVAs goals is to strengthen the stakeholder program, which includes recruiting new stakeholders and increasing engagement and involvement of existing stakeholders. In order to accomplish these goals, a marketing program will be put into place starting in 2011.

Stakeholder Development and Marketing Goal: Expand the WCVAs stakeholder program and its effectiveness, increase the number of new stakeholders, improve the level of engagement with existing stakeholders and increase attendance at industry/stakeholder events by improving current communication vehicles and creating new ways to communicate with stakeholders
Currently, the primary communication pieces to stakeholders are the industry e-newsletter and industry site. Occasionally, targeted e-mails with promotional opportunities, invitations and other news are sent; however, the open rate of these electronic communications remains relatively low (approx. 21 percent). To increase the impact of the WCVAs messages, improve the level of engagement and to create a sense of community among our stakeholders, a mix of print and electronic communication vehicles will be developed.

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SOCIAL MEDIA
As explained on the previous page, the WCVA will make improvements to the existing industry website and industry newsletters, making these important tools more accessible and user-friendly for our partners. Industry Blog To increase the quality and quantity of relevant information disseminated to our partners, an industry blog will be launched in 2011. Separate from the consumer blog, which is written for visitors and potential visitors, the industry blog will be used to communicate directly to stakeholders and our tourism partners.

The Westside Spotlight program, which launched in 2009, is an important networking tool for stakeholders and industry partners.

Adding this crucial tool will enable the WCVA to communicate more frequently with stakeholders and partners, while allowing them to comment on posts, thus opening up conversations among stakeholders. In addition, the ability to post articles more frequently allows for the inclusion of more in-depth and strategic content in the industry e-newsletter. The blog will be used to disseminate: WCVA news and announcements Promotional opportunities Tourism-related news Tips, tools and resources Other relevant topics that are beneficial to stakeholders and tourism partners Facebook Marketing In 2010, the WCVA created a Stakeholder Group Page on Facebook to create a sense of community and allow stakeholders to communicate directly with each other. In early 2011, a plan will be created, addressing the purpose, developing content and devising a way to promote the page to stakeholders and encourage participation.

MARKETING COLLATERAL
Stakeholder recruitment is an integral function of the WCVA. Currently, no updated printed materials exist, as the majority of the recruitment has taken place online. In early 2011, a Stakeholder Kit will be developed, and will include3: One-sheet explaining the benefits of partnership New stakeholder sign-up form One-sheet explaining the Westside Spotlight program Staff directory listing everyones roles and responsibilities Current visitor guide Welcome letter from the WCVA president and CEO Copy of the Strategic Marketing Plan Additional WCVA-branded and designed collateral includes a (both print and online) for stakeholders to update their contact and business listings information for the WCVA website and visitor guide.
3

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Some materials also will be used for other stakeholder and industry events.

RESEARCH STUDIES
As a destination marketing organization, it is essential that the WCVA conduct research to study visitor behaviors, wants and needs, as well as to evaluate the success of its marketing programs. In previous years, the WCVA embarked on various research studies, including a limited-audience intercept study and a tourism spending study. Current research, which is near completion, includes an agritourism barrier study (a white paper is in development) and a website conversion study (findings to be announced in early 2011). Research studies are funded through the WCVAs annual Strategic Investment Fund, which is an annual investment fund for tourism development programs and projects, and to establish and implement destination research studies, including a visitor profile study, to measure and evaluate tourism in Washington County. In 2011, and continuing each fiscal year, the WCVA will conduct research studies, which will paint a better picture of visitors to Washington County, which will, in turn, help the WCVA develop marketing strategies in an effort to grow tourism visitation and spending. Visitor Profile Study: Comprehensive survey of visitors to Washington County, compilation of visitors wants and needs, motivators to travel, and activities/attractions visited Washington County Brand Study: A comprehensive look into the effectiveness of Washington Countys brand and marketing, measured by focus groups Competitive Analysis Study: Analytical and statistical comparison of similar destinations, uncovering Washington Countys strengths, weaknesses, threats and opportunities, when compared to other destinations Additional research studies may also include: Communications audit to gauge the effectiveness of the WCVAs communications and marketing messages Follow-up website conversion study to gauge the effectiveness of the WCVAs website

TIMELINE
The following is a timeline of the action items, as listed throughout the Marketing Plan.

FY2010-11 Update and Enhance Current Marketing Efforts

Reintroduce the Come Play Your Way tag line and incorporate it into all marketing materials Incorporate seasonal and niche-market destination messages into new and existing (updated) advertising and marketing collateral Improve usability of the WCVA website by incorporating new elements and pages (a complete overhaul of the website may be completed in FY 2011-12) Enhance social media efforts by including recognized social media icons on all ads and marketing materials Rebuild e-newsletter templates Build the video library and create new video for use on website and social media platforms

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New Projects
Produce a Stakeholder Development Kit Create an industry blog Produce a wine brochure Produce a golf one-sheet Create branded welcome letters for sports, group and meetings markets Complete visitor profile study

FY 2011-12 Update and Enhance Current Marketing Efforts

Revise and rebrand the meetings one-sheet for meeting planners Update existing one-sheets (created in 2008-2009) for both consumer and group markets Publish 2012 Visitor Guide

New Projects
Produce a weddings brochure (to serve both the consumer and wedding planner market) Produce a comprehensive Travel Planners/Facilities Guide to serve the group and travel planning market segments (group tour, weddings, meetings, events and sports events) Produce logo promotional items Produce sports-specific one-sheets tailored to key sports markets Develop a cycling/biking marketing plan Develop a birding marketing plan Complete a Washington County/WCVA brand study Complete a competitive analysis study

FY 2012-13 Update and Enhance Current Marketing Efforts

Publish Visitor Guide Update existing one-sheets (created in 2008-2009) for both consumer and group markets

New Projects
Develop an equestrian marketing and media outreach plan

SUMMARY
OVERALL MARKETING GOAL
Increase annually the number of visitors to Washington County, with an emphasis on overnight stays in the county

OVERALL MARKETING OBJECTIVE

Increase consumer awareness of Washington County as a tourism destination and/or its key attractors: wineries, nature, golf and shopping Build positive awareness by promoting Washington Countys wine, nature, shopping and sports offerings Increase the number of visitors to Washington County by creating an integrated marketing campaign positioning Washington County as a desirable destination for leisure, business and group travel, as well as for weddings and events

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TACTICS/STRATEGIES
Drive year-round visitation by expanding marketing seasonal messages to targeted and segmented audiences Reach new and existing audiences via continued use of traditional media, and use emerging media to reach new audiences Position Washington County as a key tourism destination in the Pacific Northwest to leisure consumers in general interest and niche interest publications Position Washington County as a potential destination site in industry and trade publications (i.e. sports marketing, meeting planners, group travel, etc.) Showcase upcoming events

DESIRED OUTCOMES (MEASUREABLES)

Increased traffic to WCVA website and length of time spend on the site Increased requests for visitor information (i.e. visitor guides) resulting from ad placements Increased engagement on social media platforms (i.e. increase in followers) Increased number of subscribers to the WCVAs consumer electronic newsletter Increased readership of the WCVAs blog Increased number of articles about or including Washington County (direct result of PR efforts) Increased number of articles written about tourisms impact on the local community Increased number of request for leads and bookings of group tours, meeting and events Increased number of stakeholders

EVALUATION
Success and achievement of the desired outcomes listed above will be measured semi-annually by year-to-year comparisons, based on already established criteria

Integrated Marketing Work Plan

Advertising Create annually (by fiscal year) a comprehensive advertising plan targeted to all of the WCVAs target markets Produce seasonal ads that enforce seasonal key messages Place ads in relevant and appropriate publications print and onlinereaching out to key audiences and demographics Include strong calls to action on each ad, including providing special URLs to track success of each campaign Include social media tools in each ad to increase engagement with consumers Public/Media Relations Pitch story ideas to publications/websites on the advertising calendar to provide additional complementary editorial content (added value) Respond to local, regional, national and international media leads with relevant story ideas Reach out to travel bloggers with relevant and original content and story ideas Work with Travel Oregon and Travel Portland in their targeted media outreach (via the RCMP), including hosting media and participating in media visits and familiarization tours for inclusion in regionally themed articles Invite and host individual media familiarization tours Website/Blog Enrich website with frequently changing content to enforce seasonal key messages Change imagery throughout website to reflect the seasons (i.e. wintery images in the winter months) Update blog consistently (based on editorial calendar) to keep it fresh and for favorable search engine optimization (SEO) Research new technologies and competitor sites to continually enrich website with new pages, tolls and compelling visual and written content Incorporate the WCVAs social media and video efforts into the website Social Media Increase the level of engagement with consumers by responding to comments and retweeting and sharing content Provide detailed information to reinforce other seasonal key messages in the marketplace Create a weekly editorial calendar to capitalize on tourism trends Use social media to reinforce the position of Washington County as a tourism destination by sharing news/magazine/blog articles about the destination Use social media to engage consumers to create promotion or contest

Appendix A
e-Newsletter Continue to produce a bimonthly newsletter for consumers, reinforcing seasonal key messages Create an editorial calendar biannually to ensure that content is well thought out, researched and presented Create variety in the newsletters by incorporating video and photography (i.e. slideshows) that better show off the destination Increase the relevancy of content in the industry newsletter, making it a valuable tool for stakeholders and industry partners Increase the use of video in both consumer and industry newsletters