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Home My WebLink About34663 / 87-354 November 19, 1987 #354 RESOLUTION (CARRIED LOST LAID OVER WITHDRIIWN ) PURPOSE: PROMOTION OF THE CITY OF OSHKOSH INITIATED BY: CONVENTION & TOURISM COMMITTEE WHEREAS, the City of Oshkosh has created a Convention and Tourism Committee for purposes of promoting convention and tourism in the City of Oshkosh, and WHEP�AS, pursuant to that mandate, it is necessary to make market analysis in order to more practically advertise and promote the City, and WHEREAS, the Convention and Tourism Committee has adopted a 1988 marketing plan to provide for extensive promotion of the convention and tourism business in the City of Oshkosh and has provided a means to fund the necessary expenditures therein, NOW, THEREFORE, BE IT RESOLVED by the Common Council of the City of Oshkosh that the proposed marketing plan heretofore adopted by the Oshkosh Convention and Tourism Committee is hereby approved and that said Conven- tion and Tourism Committee is hereby authorized to make expenditures and to solicit revenues in accordance with the attached plan in order to achieve the qoals set forth therein. BE IT FORTHER RcSOLVED that the DireCtor of FinanCe is hereby author- ized and directed to establish a separate and distinct account for the receipt of revenues as specified in said marketing plan and to cover expenses envisioned in said marketing plan. SUBHITTED BY _ n � . � .:._ . .�,-� ,..., ,'.....a AP°��OVE;i . _ 14 - .'__'._._.:—_—_ . Res. �354 ieae MARKETIN6 PLAN FOR THE OSHKOSH CONVENTION AND TOURISM BOREAU Proposed By; The Bureau 's Sub-COmmittee on Marketing Composed of Commissioner Andrew Swinney and Beverlee A. Mallon, Executive Director 10/26/87 - 14a - Res. #354 CONTENTS OOTLINE I . Purpose of Bureau II . Mission Statement of Proposed Marketing Plan III . Analytical Summacy IV. Macket Analysis A. Group Tour/MOtoccoach 1 . Situation Analysis 2 . Goals 3 . Marketing Strategies to achieve goals a. Shows and Conferences b. Advertising c. Promotional Piece d. Familization Toucs B. Meetings and Conventions 1. Situation Analysis 2. Goals 3 . Marketing Strategies to achieve goals a. Promotional Calls b. Site Visits c. Services d . Advertising e. Mini-Macketplaces f. Dieect Mail g . Pcomotional Litecature h. Computecizing Files C. Genecal Tourist 1. Situation Analysis 2. Goals 3 . Marketing Strategies to achieve goals a. Advertising b. Public Relations c. Promotional Materials d. Billboards e. Sport Shows V. Funding � - 14b - Res. �354 OSHKOSH CONVENTION & TOORISM BOREAU PROPOSED 1988 MARAETING PLAN I . PURPOSE OF BOREAU: Established to promote the convention and tourism business in the City of Oshkosh. II . MISSION STATEMENT OF PROPOSED MARKETING PLAN: To inccease the numbee of visitors to the City of � Oshkosh in three taegeted markets : Group Tour/MOtorcoach; Meeting and Convention; and General TouLiSt. III. ANALYTICAL SUMMARY: The Bureau had been the sole recipient of the room tax collected in the city until the completion of the Oshkosh Centre and the renovation of the Grand Opera House, both city-owned facilities. As a result of the distribution of the room tax , the Bureau ' s allotment of coom tax revenues decceased despite the fact the total coom tax paid in the city increased. At a time when increased promotion was necessary, fewer dollars were available. The scenerio for 1988 is that room tax dollars will covec opecating expenses with an additional $46,000 . available for promotion. IV. MARKET ANALYSIS: A. Group Tour/MOtorcoach 1. Situation Analysis a. Estimated economic impact of this market for the first 8 months of 1967 was $249,836. and total for the past 12 months was $299 ,236. b. Attendance at the following shows and conferences in '87 Feb. 11-13 - Governor 's Conference on Tourism Registration $65 . March 7 - Ciccle Wisconsin, Green Bay No booth cost May 17-18 - Circle Wisconsin, Eau Claire No booth cost Sept. 29 - Travel Marketplace, Chicago Booth cost $550 . (co-oped with EAA and Radisson) Oct. 19-20 - Circle Wisconsin, Minneapo- lis, MN. Senior Options - No booth cost Nov. 7-14 - NTA Conference - Baltimore Approximate cost - $1,500 . Dec. 5-12 - ABA COnferenCe - Miami Approximate cost - $1,500 . - 14c - Res. k354 c . 1987 advertising placed March - Dgs��ons - Features Great Lakes Region $620. (co-oped with EAA, VQII , Pioneer Inn) 2/3 page b/w Nov. - �o�Fig� - NTA Marketplace Issue $705 . - 1/2 page b/w Dec. - pgstinat�4�s - ABA Market- place Issue $1,140.(co-oped with VQII , EAA, Butch's , Pioneec Inn , and Radisson Hotel) full page b/w d. Pcomotional Piece - Group Tour Planner - 1988 (produced in 1987) - 16 page b/w plannei $1 ,550 . - 3 ,000 quantity 2 . Goals a. Based on la above to inccease by 8.08 the estimated economic impact of this macket for a total of $318,000. in 1988 - Monthly goals are as follows: Jan. $16 ,000 . Jul. $31 ,000 . Feb. 28,000 . Aug. 30 ,000 . Mar . 46,000. Sep. 15 ,000 . Apr. 52,000 . Oct. 15,000 . May 40 ,000 . Nov. 12 ,000 . Jun. 21,000 . Dec. 12 ,000 . 3 . To achieve 1988 goals: a. Attend the following shows and conferences: Feb. 17 - Circle Wisconsin, Chicago Marketplace - No booth cost Feb. 18 - Circle Wisconsin, Indiana Marketplace - No booth cost Feb. 22-24 - Govecnor 's Conference on Toucism , Gree ❑ Bay - Approximate �egisteation cost $75 . Feb. 27-28 - Jefferson Trade Show, Des Moines , IA - Approximate booth cost $400 . March - Circle Wisconsin, Minneapolis Marketplace - No �booth cost Sept. 27 - Tcavel Macketplace, Chicago - Approximate booth cost $550. Nov. - NTA Confecence - Approximate $1,500 . cost Dec. - ASA Conference - Approximate $1,500 . cost b. Place the following advectising: Destinations (ABA) -Great Lakes Region Issue - March $1140. full page b/w -Convention Issue - December $1298. fu11 page b/w - 14d - Res. %354 -1988-89 Motorcoach Marketer $715. 1/2 page b/w Cou r�4L�L1NT_A1 -AUgust issue featuLes MN & WI destination update $1 ,254. full page b/w -COnvention Issue - October $1254. fu11 page b/w -1988-89 PSO, Supplier Dicectory $780. 1/2 page b/w @us Toucs Maaaz�ne -Any issue on our region $750. 2/3 page b/w Tour Stoos pi�ectQ�y -Onetime publication - 1989 issue -NO cost to us , $200 . to each local pacticipant c. Promotional Piece - Group Tour Planner - 1989. An all-encompassing piece foc group tour planne�s will be developed. A loose leaf format is cecommended to interchange pages with meeting and convention pcomotional piece. d. Familiaczation Tours -Winnebago Shores - late Apcil/eacly May with Fond du Lac and Appleton - cost to be advised. -Cooperate fully with State Division of Toucism and Circle Wisconsin with fam tours brought into our area by them. B. Meeting and Convention 1. Situation Analysis - The meeting and convention salespeople have pceviously had "booking" goals. In reality, they do not "book" business because they ace not at the point of sale. Sales calls have been in meeting plannecs' offices. P.dvertising in 1987 included two ads in �Q�pQ��_&€H4ii Flisconsin Q/3 page 4-coloc) in the April and May issues at a cost of $800. (co-oped with the Oshkosh Centre) . Promotional literature has been fcagmented and piece-meal. 2 . Goals - 1988 potential cevenue projections based on leads supplied to Oshkosh facilities. - 14e - Res. �354 !l4L�h 894�N�4h�� R44m T� £�4�om�_F�act Jan. 3 ,600 $ 10 ,800 . $ 547,200 . Feb. 3 ,600 10 ,800 . 547 ,200. Macch 3 ,600 10 ,800 . 547 ,200. April 3 ,600 10 ,800 . 547,200. May 3 ,600 10 ,800 . 547,200 . June 3,000 9 ,000 . 456 ,000 . July 2,400 7,200 . 364,800 . Aug . 2,700 8,100 . 410 ,400. Sept. 3 ,000 9 ,000 . 456,000 . Oct. 3 ,600 10 ,800 . 547,200 . Nev. 3 ,000 9,000. 456,000 . Dec. 2 ,400 7,200. 369 ,800 . Totals 38,100 $114,300 . $5 ,791 ,200 . Leads will be tracked to detecmine facilities' booking success. Projected success cate - 608 . 3 . Macketing strategies to meet goal a. Promotional Calls 1. Telemaiketing will be used to identify and qualify leads. 2 . Personal face to face calls will be the primary means to develop lead and follow-up support of Oshkosh properties. b. Site Visits - Will be encoucaged when appropriate. c. Services - Always necessary to consistently offec Buzeau services to meeting planners as the Bureau's primary role in securing and supporting group business for the City of Oshkosh. d. Advertising 1. 4-5 ads ir. Cecooca��eoo[t Wisconsin 2 . Convention programs as needed e. "Experience Oshkosh" Mini-marketplaces Two mini-macketplaces will be planned foc 1968 (one Spring/one Fall ) . One in Milwaukee and one in Madison wheie area properties and attractions will be asked to participate. f. Direct Mail - An anticipated three mailings to: 1. Existing Wisconsin market segment 2 . Midwest market segment 3 . National market segment g. Promotional Litecature - An all encompass- ing pcomotional piece will be developed for 1989. A loose leaf focmat is suggested to allow for easy updating of information and cross-use with motoccoach area. - 14f - Res. #354 h. Computerize Files - All convention files will be computeeized to organize the promotional effoct. Information will be moxe efficiently organized and accessible. The pcocess will begin during 1988 based on availability of appropriate hacdware and software. C. General Toucist 1. Situation Analysis a. No cucrent figures available regaeding the number of visitors to Oshkosh and theic impact. b. Attended Milwaukee Sentinel Sport, Travel s Boat Show March 13-22, 1987. c. Placed 5 ads i❑ the ��E�gQ_T�i�ggg (one per month Jan. - May, 1987) at a cost of . $2,195. per insection gene�ating a total of 1,102 responses ( $9.96 pec contact) . Milwaukee Journal - 11 ads (two in Jan., March - May and Sept.; one ad in Feb.) at a cost of $708.20 per insertion generating a total of 905 responses ( $8.61 per contact). Periodicals included: Wisconsin Magazine Ciccle (Madison, Milwaukee and New Month) Apri1 , 1987 - $95 . and Wisconsin Trails Macch-Ap[il Issue (State- wide Travel Planner) 1/8 vertical b/w 5275 . on the Oshkosh co-op page. Other: AAA Wisconsin/Michigan Touc Book $550 . (Co-oped with VQII and EAA) . d. Public Relations - Acticles drafted by Bureau as cequested. There is currently a gcoup of private businesses paying Joan Collins Agency in Madison to wcite p.c. articles foc their businesses and Oshkosh. This approach does not consistently ceinfocce a❑ overall message promoting Oshkosh. e. Promotional Litecature - At present, we have a mixed collection of promotional matecials developed both by the Buceau and the private sector all attempting to promote Oshkosh . This approach is expensive, not cost-effective and presents a fragmented image and message. - 14e - Res. $354 f. Billboards - At present we spend $550. (plus lighting) per month on one billboard located within the corridor between Fond du Lac and Appleton. The message says nothing "Warm & Fciendly", and there is no call to action. 2 . Goals a. To develop an image campaign to promote a consistent image and message with sufficient frequency that it does attcact more people and reinforces the efforts in the other two macket segments. In the past , we have been successful in attracting visitors in the summer months, we should therefore stcive to target Spring, Fall and Winter periods to further increase the number of visitors. 3 . To achieve goal, use image advertising backed up by public relations. I❑ addition, however a consistent image and message must be seen in the promotional litecature that we develop foc the general public. a. Advertising - The plan for advertising for the general tourist market is as follows: 1. To use radio in the Chicago market as the fiequency and cost pec insertion is significantly less than if we were to use the ��i�E�g4_�E�pg�g as in the past. 2. Wisconsin market for periodical advertising in select magazines gives us exposure in media that have a longer shelf life and greatee readership cetention than newspapers (ie Wisconsin Trails, Ameritech Travel Pages, Newmonth, Madison, Milwaukee, Wisconsin Woman) . b. Public Relations - xire a local agency that will develop feature stories and press releases in conjunction with ouc advectising schedule thus ceinfoccing the overall message that opens Oshkosh as a year-round destination offering a vaciety of activities as well as attcactions that will appeal to a bcoad segment of the population. c. Promotional Matecials - We must start to develop a consistent look and a pcofessional image that reinfo[ces the message that advertising and public celations is sending out. As a pact of the macketing plan, we must pgg�n to create new pcomotional literatuce that will be giadually phased in and complete by 1990. The local agency hired for public - 19h - � , Aes. R359 relations would be effective in achieving this. d . Billboards - We propose leasing two boards, one South of Fond du Lac and one Nocth of Appleton , thus giving the traveller ample time to decide to visit Oshkosh. Once inside the corridor, the individual businesses that display are sufficient to dcaw them to Oshkosh. As with the advertising, public relations and promotional liteeature, the billboards must project a pcofessional look and send out an �tionroriented message. e. Sport Show Attendance - In addition to the Macch 11-20 , 1988 Milwaukee Sentinel Sport, Travel and Boat Show held at MECCA in Milwaukee, the All Wisconsin Vacation and Leisure Living Show held March 4-6 , 1988 at the Pheasant Ru❑ Mega-Centei in St. Charles , Illinois should also be attended. These two shows allow face to face contact with general tourists from the two geogeaphical regions we draw from most heavily: Milwaukee and Chicago. IV. FUNDING Foc 1988 the Bureau has $46 , OOO .in the budget for advectising and pcomotional materials. The proposed mazketing plan for all segments represents a proposed expenditure of approximately $118 ,000. This leaves a 572,000 . shortfall. We propose the following to covec the shortfall and thereby execute an effective plan in 1988 and establish a prog[am that will cacry us into the 1990 ' s. Step 1: eecause there ace businesses that directly benefit from ouz efforts in the bus tour market segment , we would propose soliciting funding to cover all our expenses for this market ( 527,000.) fcom such businesses as Oshkosh B'Gosh, Lenox , Ring Industries, EAA, Valley Queen II , etc. Step 2: Likewise there are direct beneficiaries of our efforts in the convention market namely hotels and the convention center, we would propose soliciting support to covec all our expenses in this market segment ( $17,000.) . - 14i - � . Res. #354 Step 3: Because there is a direct benefit to many segments of the community in the development of professional looking piomotional literature about Oshkosh, we would pcopose soliciting suppoct from the majoc businesses in Oshkosh to cover this expense ( $32,000.) . Step 4: With the solicited support covering the above, it would remain for the Buceau to finance the image advertising foc the genecal tourist ( $42 ,000.) which is covered by the budgeted dollars . In summary it is felt that in order to attcact visitors to Oshkosh, it must be a community-supported effort. Failuce to achieve this community support would cesult in our inability to achieve our goals or a paring down of goals and promotion that the Bureau can do. - 14j - C� 3 2 � A ao o z ro p .~� N � • '+ O � O oz o r+ 7c � m � z o w a � �n A o A `G O i0 O N L � � � ti r+ � � Vt N N �. V (7 f� � � � � O � F O