HomeMy WebLinkAbout2009-2010 BCS MPO Business and Marketing Development Plan • .
.... „
• ,, ,.. ikt- - .h*• ..
'cifio
' 4,,;'' -,- .4%..- . ''':,,.- ,?" ____IJ.,„,r;.4.4.14.4.,:i.,_.f - ,..,:: ‘5%, .,'• , '4'
... I. .4.0:-•,•„ '•* '41o:: ,
4 * $21- -' $:• lit. " .% ' • '',.`:.0. 7------------_- -,
' - . :.:. -'• -,, ' ''' ' ' :?:''eleg!- ----',-,„,...----:— t:-----.--;-.-'-', ---...': .'.— ! .' ' ..•-
. .. .
:-,' - - -
-4
••
_,.
.. ....
..,... ..-. ,..-,.... ..-:-,--, .--,...N5..,.,.
\i 't.I.S4OZ•:.'•••';',4,'•:..':: ,, ",°Ai.'',',:y•:.
• . ' ' ^ ,•,t-3,t,$::,'-." r-Al , ',.•,:.'.. •,' -_--'•
. ,.
. • _ ', ..., I.-.,,,...W .,.-i.,, ..
. •• '' ' .. ',.. • '
• 4.\ FM'', -.4.1 ---' • ' t t - ....r1 .
, 1
k.' : r — :,. ' . ''''‘,...., •: ,' ' ' 't, ___!‘._-_.,11...: -• -i. . ' - -
. .., ,..,
Or
- - •— i •
.. .. -
"4
. , . .
• ,
. '
to
b
I •
6.,,e,,,,,,w 4,,,,,,,eimi4,4 ,,9
Deoetofime4 Peaa
lip
pee/tee:et a 4I,telo4. 1ea 7 ,
4
_____ ... .....---... ......••••••=ms•-
N
—......m...... * •••••--
CNAND VISITORS OLLEGE STATIONBUREAU
, CONVENTION NTIO
L ' '':' •::' • '•:- , .'.. '.• 715 UNIVERSITY
DRIVE EAST 979.260.9898 / 800.777.8292
iCOLLEGE STATION, TX 77840 WVVW.VISITAGGIELAND.COM
. .
Table of Contents
Vision & Mission Statement 1
Strategic Priorities 2-3
Introduction 4
Executive Summary 5-6
Business Travel Market
Market Profile-Primary Markets 7-9
Marketing Plan-Primary Markets 10-11
Market Profile- Secondary Markets 12-13
Marketing Plan- Secondary Markets 14-15
Market Profile-Tertiary Markets 16
Marketing Plan -Tertiary Markets 17
Business Travel Market Goals 18
Leisure Travel Market
Market Profile-Group Travel Market 19-20
Marketing Plan-Group Travel Market 21-22
Group Travel Goals 23
Market Profile-Independent Travel Market 24
Marketing Plan-Independent Travel Market 25
Independent Travel Goals 26
Sports Travel Market
Market Profile 27-29
Marketing Plan 30
Sports Travel Market Goals 31
Communications /Public Relations
Market Profile 32
Marketing Plan 33-34
Appendix
Business Travel Acronyms and Show Descriptions I
Leisure Travel Acronyms and Show Descriptions II
Sports Travel Acronyms and Show Descriptions III
Brazos Valley Convention and Visitors Bureau Contact List IV
Activities Calendar V
Advertising Calendar VI
Vision Statement
To be the recognized and respected leader in the Brazos Valley
responsible for the Visitor Industry by our communities,
stakeholders and customers.
Mission Statement
The mission of the Brazos Valley Convention and Visitors
Bureau is to enhance economic and social growth in Bryan,
College Station and the Brazos Valley by marketing,
promoting, developing and coordinating tourism, conventions,
sports and hospitality opportunities in the area.
Partners Promoting Tourism 1
Strategic Priorities
Research
In keeping with the vision of the organization and to ensure maximum achievement of our mission,
research must be the foundation of which decisions are made, resources allocated and priorities set.
Therefore, one of the Brazos Valley Convention and Visitors Bureau's priorities will be to undertake
the appropriate and necessary research with dedicated resources annually to compile and consistently
update the essential information to maximize the success and incremental growth of the visitor industry
for our communities.
Research Needs
• Image and awareness of the area related to all market segments:
o Business Travel
o Leisure Travel—Group and Independent
o Sports
• Product Needs and Development(Complimentary and Required)
• Conversion Studies
• Economic Assessments
• Visitors Profiles
• Industry Training Needs and Requirements
• Technology Needs to Increase Productivity (Internal) and Outreach (Customers)
Resources
To ensure the growth and continued success of the visitor industry to Bryan-College Station and the
Brazos Valley it will be necessary to guarantee the needed resources to accomplish this.
Therefore, it will be an ongoing priority of the Brazos Valley Convention and Visitors Bureau to
responsibly expend and demonstrate a significant Return on Investment(ROI) of the public funds
(Hotel and Motel Tax) provided and increase that resource for the cities to ensure a stable foundation
to carry out the mission of the Convention and Visitors Bureau. In addition to the public investment,
the Brazos Valley Convention and Visitors Bureau will also secure additional resources through
partnerships and sponsorships, both traditional and non-traditional, local,regional and state wide.
New Resource Opportunities
• In-kind Donated Services
• Partnered and Co-sponsored Sales and Marketing Activities
• Regional Co-ops
• Shared Resources (when applicable & appropriate) - Financial and Human
Partners Promoting Tourism 2
Destination Management
The Brazos Valley Convention and Visitors Bureau's main mandate is that of marketing, sales and
service, dedicated primarily to the visitor industry. However,we are also responsible to ensure that the
product required ensuring sustainability and growth well into the future is constantly and consistently
evaluated, renewed and improved. Therefore, it is essential to be not only a destination marketing
organization but a destination management organization.
Therefore, it will be a strategic priority of the Brazos Valley Convention and Visitors Bureau to be a
catalyst for proactive development and improvement of the destination product through initiating,
facilitating, educating and coordinating community and industry interests to guarantee the appropriate
and responsible growth of our area to maximize our potential in the near and long term.
Advocacy/Communication
In looking to the future of our area and the continued growth and development,the need to ensure that
we keep up with the increasing market demand of the visitor industry, exceed the expectations of our
visitors and provide an outstanding experience to them, we will require an ongoing program of
advocacy and communications for the destination. This advocacy and communications program will
facilitate responsible, accountable and articulated product development and enhancement toward the
continued improvement and growth of the visitor industry to the ultimate benefit of our communities
and our residents. This priority will assist us in achieving a true "Destination" image, brand and
regard.
Partners Promoting Tourism 3
Introduction
The Brazos Valley Convention and Visitors Bureau (BVCVB) is a non-profit organization which
contracts with the cities of Bryan and College Station to market, sell and promote the area as a
premiere destination for conventions, leisure travel, trade shows, sporting events and activities,which
will attract visitors and encourage residents to utilize Bryan-College Station facilities and attractions.
We also provide services and technical assistance to all our visitors to ensure a memorable experience
and repeat visits to the area.
The Brazos Valley Convention and Visitors Bureau, also known as the Bryan-College Station
Convention and Visitors Bureau (BCSCVB), is primarily funded by hotel/motel tax received from
overnight visitors to the cities of Bryan and College Station. The cities collect the hotel/motel tax and
distribute the money to various entities determined by the city councils and in accordance with the
State Statute. The Bureau makes a formal funding request annually to the city councils,who then
determine the level of funding. The Bureau then contracts with the cities to carry out its activities and
report the success and return on investment(ROI).
To successfully attract visitor dollars, careful planning,marketing, management and significant
cooperation and support must occur among all stakeholders. The Business and Market Development
Plan is based on principles of partnership, cooperation and mutually beneficial alliances. The plan is
managed by objectives and is accountable for tangible,measurable results, ensuring a significant ROI.
In developing the plan, our concentration focuses on three specific market segments:
• Business Travel - representing conventions, conferences, tradeshows and corporate meetings
and events from state and regional markets.
• Leisure Travel—representing the group tour and individual travel markets primarily from the
state and regional market areas.
• Sports Travel—representing amateur and collegiate tournaments, as well as regional and
national championships.
Each of the three markets will be reached through an integrated plan of action combining marketing,
direct sales and PR/communication activities. Each area has specific goals and objectives established
through past success, market trends and research. An ongoing evaluation and analysis of all activity as
well as changes in the marketplace will ensure that our efforts maximize return and success,monitored
against the implementation plan set out to meet and exceed all planned goals.
In addition to the primary mandate of generating room nights and incremental visitor spending, the
organization will also be very involved in the servicing of our visitors to maximize extended visitation
and repeat visits. We will also continue to be actively involved in the management of our destination
to ensure a sustainable tourism product and industry for our community. Through a program of
education, facilitation and advocacy we strive to ensure the current and long term benefits that the
industry we represent provides our great community, the Brazos Valley and indeed the State of Texas.
Partners Promoting Tourism 4
Executive Summary
Logical and innovative marketing and sales initiatives driven by smart business partnerships will lead
to growth and development for our industry. Ongoing support for strategic cooperation and
commitment to an integrated marketing plan will ensure that the Brazos Valley will remain a
competitive destination in the future.
The following pages detail the marketing and sales plans of the BCSCVB. These plans are a reflection
of strategic priorities closely tuned to the needs of the marketplace, consumers and local tourism
industry expectations. The plan aims to produce the highest visitation from the targeted areas and to
ensure its success the BCSCVB monitors the performance in each market consistently and
continuously.
A considerable investment is made to carry out our mission and to realize our goals. Our current
marketing and outreach budget represents roughly 40% of our total expenses, not including salaries.
This complies with the standard established by the International Association of Convention and
Visitors Bureaus,which suggest these expenditures fall between 40-50% of the overall budget.
In the year ahead, we as a destination face many new opportunities. The opportunities include the
proposed new development of a Convention Center/Hotel Complex, an intensive consumer marketing
campaign in key feeder areas like Houston and a more aggressive approach to cooperative and
partnered marketing opportunities,both locally and regionally. The rededication of the George Bush
Presidential Library and Museum with many new exhibits and interactive displays will attract many
new visitors to our area, and bring repeat visitors back. In the sports market,we now have many new
facilities that will assist in bringing in even more events than the past.
The Business and Market Development Plan called for some tough questions ultimately reaching tough
decisions. For many years the Bureau relied on its own initiatives and efforts to build the visitor
market. We must rely on and guarantee industry cooperation and partnerships investing in our
collective future. We must continue to be diverse assuring a balanced plan of work and outreach
addressing all of our market areas.
The plan ensures that we question what we do and have done, but not second-guess it. Our efforts in
the past have proved successful,however, we must continue to refine them and in doing so, provide
incremental visitation and increased economic benefits to our industry and community.
Our mission is clear, our vision becoming a reality and our future is bright. Our work plan is solid and
with the cooperative spirit and partnerships that will grow and continue well into the future, the
industry and the community will benefit mutually.
Partners Promoting Tourism 5
General Goals and Objectives
• Increase the number of confirmed conventions, conferences, meetings, sports events, group
tours and individual travel parties to our area, maximizing utilization of our available hotel
rooms, facilities and attractions.
• Increase,through incremental visitor spending,the economic contributions to the area
businesses and governments through increased travel and tourism activity.
• Identify, develop and increase the number of qualified leads from all our targeted market
segments.
• Strengthen the Bryan-College Station and Brazos Valley image and visibility as a unique and
preferred destination for business, sports and leisure travel experiences.
• Expand the client/customer database of all market segments with qualified and quality
information.
• Increase the volume and conversion of visitor inquiries by maximizing the frequency and
placement of consumer advertising,traditional print and increased web marketing.
• Heighten the visibility, understanding and accountability of the Bryan-College Station
Convention &Visitors Bureau within the communities and among all stakeholders.
Convention / Sports Goals
Conventions Sports Total
Number of Leads 195 70 265
Number of Definite Room Nights 55,000 50,000 105,000
Number of Attendees / Participants 52,000 60,000 112,000
Estimated Economic Impact $26,650,000 $10,500,000 $37,150,000
Leisure / Group Travel Goals
Day Trips Overnights Total
Number of New Programs 62 35 97
Number of Visitors 3,000 850 3,850
Estimated Economic Impact $240,000 $88,400 $328,400
Partners Promoting Tourism 6
I
. .-• .
•1
::. gr- ,...._77......___-__ , __T.....,,
il . , ..___k,_ ,1140ir..79".,
vJ
" '� :••••-: ,�..•
...,,,,77:,4____).
}Ar-:_,
•
er • "t-rte
y p ' '.;
.-. - .
t
-..."'•-,,f;14,_ -
•
-•,,� ����� 't,y spy
jiiWr..,
i
4.
O 4 #7
a
„.,,.„„:„.„,,,,,....,,,
• . ._ .
,,:--
,_•
•
eeteiza priomexteei, 40.7elwriam ,
.. „ ,.,
` men^yaw,m,+�erie..,r,..7.7.7,„.,„,,,„,oa .?P"Y'L�'_;•'7,7 —-
.. _ .
i\
BRYAN COL
NLEGE STATION
CONVENTION DRIVE EAST 979.260.898 / 800 777E8292
COLLEGE STATION, TX 77840 WWW.VISITAGGIELAND.COM
71 S UNIVERSITY
1
Business Travel Market Profile
The Convention Sales Department is responsible for all areas related to the business travel market.
Business travel has been divided into three priority markets: Primary Markets, Secondary Markets and
Tertiary Markets.
Primary Markets
Primary markets are those that are already established. However,these markets still require continued
efforts in building new and strengthening existing relationships.
The four primary market segments of concentration are:
• State Association Market
• Education Meeting Market
• State Government Meeting Market
• Religious Market
For many years, our primary markets have consisted of State Associations, Education Meetings and
State Government. However,with the growth in popularity of Religious Meetings nationwide and new
tradeshows and publications to reach the meeting planners for these meetings,we have moved the
Religious Market from Secondary to Primary.
These four market segments are most vital to our community. First of all,they tend to book on a
rotation basis around the state. They also book on average two to three years in advance. We must
ensure Bryan-College Station remains part of the rotation pattern and that our foundation of business
for future years is built on these segments.
These market segments are drawn to our community for a number of reasons. Our central location is
probably the most significant. Although we do not have access to major air transportation, our central
location in the state makes us easily accessible for the members of these markets to get here. In fact,
over 80% of the population of Texas lives within a 180-mile radius of our community. Our reasonable
and affordable rates on hotel rooms and meeting venues are another benefit for these markets. In these
times of budget constraints, affordability for conventions is vital. The ease of travel and safety in our
community makes our destination more appealing. Lastly, our community offers numerous attractions
for the attendees of these markets. The Museum at the George Bush Presidential Library, Texas A&M
University, Messina Hof Winery & Resort and Historic Downtown Bryan coupled with the abundance
of restaurants, retail outlets and unique meeting venues help create an ideal location for these markets.
To reach these primary markets,the sales team will take a variety of approaches. First of all,the
Bryan-College Station CVB continues to keep a strong presence in Austin through one-on-one sales
calls, sales blitzes and our involvement in organizations such as Meeting Professionals International
Partners Promoting Tourism 7
and Society of Government Meeting Planners to constantly build and strengthen relationships with
meeting planners of these organizations. However, many sales efforts start closer to home. The sales
team has initiated several programs to find members of state-wide organizations who reside in the
Brazos Valley; including Meeting Planners Showcase, Pancakes &Possibilities and Backyard
Marketing. We will also continue to be involved in a variety of tradeshows and events. Furthermore,
to reach those organizations based in areas other than Austin and Dallas, the CVB will host a phone
blitz once a year to makes sales "phone" calls on those meeting planners to increase awareness of our
community.
State Association Market
The state association market has historically been, and continues to be, Bryan-College Station's largest
and most productive market segment. The state association business contributes to the majority of the
bureau's confirmed and measurable room nights. Our central location in the state, affordable hotel
room rates, safety of our community as well as attractions such as The Museum at the George Bush
Presidential Library and Texas A&M University are key factors in this market's success.
This market focuses on a well-researched and historically productive group of market and industry
sectors. Of these segments the three top producing are:
• Agriculture Related Associations
• Municipal Government Associations
• Veterinary/Medicinal
Considering our position and the local network of contacts, the Bryan-College Station CVB has set out
to make the state association market our top producer of business. Currently in the CVB database,we
have over 1000 Texas based associations. These associations host over 1,400 meetings annually. Of
these meetings,we have found that Bryan-College Station can actively pursue approximately 300-400
of them based on the size of our current meeting venues, number of committable sleeping rooms and
exhibit facilities. Therefore, repeat business in the state association market is vital to our community.
Whenever possible,the BCS CVB will present proposals to get on a set rotation to host meetings.
In addition to the Municipal Government Associations, we will focus on Agricultural related and
Veterinary related associations. With the construction of the Brazos County Expo Center, we now
have a great facility for these types of meetings and events.
Education Meeting Market
The education meeting market is a successful segment for Bryan-College Station. Bryan-College
Station is home to Texas A&M University,the fourth largest public university in the nation, as well as
Blinn College, both of which act as key resources for recruiting educational meetings. Our proximity
to Sam Houston State University in Huntsville and our facilities also provides some great opportunities
to host their meetings in our community. Bryan-College Station's position in the center of Region VI
Education Service Center in the state of Texas provides excellent new and repeat booking potential.
Furthermore, strong contacts with the Texas Education Agency and Texas Higher Education
Coordinating Board help to strengthen the possibility of booking education meetings. The Texas
Education Agency (TEA) is made up of over 60 divisions that govern and improve the Texas public
school system. These divisions each hold various meetings for teachers and students in the public
Partners Promoting Tourism 8
schools. The Texas Higher Education Coordinating Board (THECB) is responsible for advancing
higher education both on the university as well as technical community college levels. The THECB
also hosts numerous meetings and training seminars through the universities and community colleges
around the state. By working with these two organizations, Bryan-College Station has the opportunity
to host a variety of education meetings in our area.
State Government Meeting Market
Both the state of Texas, as well as counties and municipalities from across the state, host a vast number
of meetings and events around the state. Several government groups currently hold meetings annually
in Bryan-College Station: Texas Department of Transportation (TXDOT) Transportation Conference,
VG Young Institute County Government training sessions and Texas Transportation Institute (TTI).
The CVB will continue to nurture a relationship with groups such as United States Department of
Agriculture (USDA), Texas Engineering Extension Service (TEEX), U.S. Department of Homeland
Security and Brayton Fire School in order to grow the government meeting market. We will work with
the elected officials and the professional staffs of the cities of Bryan and College Station and Brazos
County to assist in bringing in their government meetings. Utilizing local members of these
government organizations has proven in the past to be the best method of marketing to these groups.
Once the potential state divisions are identified, the BCSCVB works through local members in our
area to host their meetings.
In addition, The Museum at the George Bush Presidential Library and Texas A&M University will not
only serve as attractions for these State Government meetings, but also the staff of these two entities
serve as members of numerous State and Federal government organizations.
Religious Meeting Market
Bryan-College Station is an increasingly popular location to host religious meetings because of our
location in the central Texas religious arena. Our community is home to a wide variety of religions.
Local membership is vital with this market. We will draw from our local divisions of the religious
organizations to host state religious meetings and national gatherings as well.
Our community offers several things that appeal directly to the religious market. Our affordability and
safety are probably the most prevalent. Our central location means that the attendees can drive to our
destination. Additionally, our facilities are ideal for this market. Reed Arena and the new Brazos
County Expo Center offer ample space for theater style seating and are able to accommodate the large
number of attendees that accompany religious groups.
Because we hosted 7000 attendees with the Christian Congregation of Jehovah Witnesses in 2004 and
2005,we have seen an influx of interest from the religious meeting market. Hosting this group in
Bryan-College Station has helped spark new interest in Bryan-College Station as a premiere religious
meeting destination. We will continue to work closely with Texas A&M University and the Brazos
County Expo Center to bring these large religious events to our area. In addition,the CVB will
participate again in the CMCA.tradeshow as well as Rejuvenate, and added Connect as a new
tradeshow that will afford us the opportunity to extend our marketing reach in the SMERF market to
generate leads and potential business. Both Rejuvenate and Connect were quite successful in their
first year and we will plan to continue our participation in them.
Partners Promoting Tourism 9
Marketing Plan- Primary Markets
Objectives
• Increase, the number of confirmed conventions and meetings to our area to maximize
utilization of all meeting facilities and sleeping rooms. (Including both single and multiple
hotel usage)
• Identify and develop qualified leads from our targeted market segments. Utilize local members
and officers to solicit state-wide organizations through Backyard Marketing Program, Pancakes
and Possibilities and Meeting Planners Showcase.
• Strengthen Bryan-College Station's image and visibility as a premiere destination for meetings,
conventions and events.
• Highlight our special venues such as Texas A&M University,the Museum at the George Bush
Presidential Library, Messina Hof Winery and Historic Downtown Bryan to groups as unique
venues to hold meetings and events, providing a greater offering of meeting and unique
facilities to our clients.
• Develop strong relationships within the local community: hoteliers, Texas A&M University,
Blinn College, Sam Houston State University, Region VI Education System, USDA, TEEX,
Brayton Fire School,the Bryan and College Station Independent School Districts and the
Downtown Bryan Economic Development Association to assist in identifying and assisting
bringing groups into our area.
• Cultivate partnerships with local groups and clubs to educate them about all the services the
Bryan-College Station Convention and Visitors Bureau provides.
• Work with local partners to market to targeted groups at trade shows and sales calls
accordingly.
Marketing Initiatives
Tradeshow/Conference Attendance
Camp-MPI
MPI - Texas Hill Country Chapter&D/FW Chapter—Monthly Meetings in Austin &Dallas
Southwest Showcase
TSAE
CMCA
Rejuvenate
National Coalition of Black Meeting Planners
Direct Sales/Meetings
Partners Promoting Tourism 10
Monthly sales calls in Austin
Monthly Sales calls in Bryan-College Station and Texas A&M University
Sales trips to Dallas/Fort Worth
One "mini"blitz annually in Houston and San Antonio with CVB sales team
Sales Blitz in Austin with local partners
Client Appreciation Lunch in Austin
TACVB Co-City Sales Blitz& Oscar Party
Telephone Blitz(2)
Special Promotions
Backyard Marketing
Plan Your Meeting
Meeting Planner Showcase
MPI—THCC Banquet Sponsorship
Pancakes & Possibilities
Client Appreciation lunch at Sam Houston State University
Site Visits
Familiarization Tour
Various customized individual meeting planner site visits each year are encouraged on an"as
needed"basis
Sales Material
Bid packages
Destination Planning Guide
Destination Video
Promotional items from the Convention and Visitors Bureau and partners
Partners
Blinn College Local Medical Facilities
Brazos County Local Meeting Facilities
Bryan ISD Local Residents
Bryan-College Station Attractions Messina Hof Winery & Resort
Bryan-College Station Hotels/Motels Restaurants
City of Bryan Retail Outlets
City of College Station Sam Houston State University
College Station ISD Texas A&M University
Local Churches The Museum at the George Bush Presidential Library
Partners Promoting Tourism 11
Secondary Markets
Secondary markets are defined as new or emerging markets in the Bryan-College Station community.
These markets are ones that we have historically not focused much time or effort on, but are ones that
we will be growing over the next several years.
The three secondary market segments of concentration are:
• Corporate Meetings Market
• Fraternal Market
• Hobby Market
These three market segments were added to our market several years ago. Although we have made
some strides in these areas, they still require additional research to more closely ascertain our full
potential and will require relationship building in the next several years before we begin to see the
results of our efforts. One of our secondary markets, Religious Market, has been moved to the Primary
Market category as it has grown much over the past several years.
Corporate Meeting Market
Bryan-College Station has been named one of the fastest growing communities in the state of Texas.
Over the next several years,we hope to see numerous corporations moving out of the larger
communities and into our region. We plan to work closely not only with the existing businesses in our
area, but also with the Research Valley Partnership to assist their efforts in making the Brazos Valley
an attractive area for technology related businesses.
In addition, our proximity to the major metropolitan areas in Texas, Dallas/Fort Worth, Houston and
Austin, along with the increase in new limited service hotel properties with small amounts of meeting
space, makes us an ideal location for corporate retreats. We are far enough away from the "office" and
have the amenities necessary to host these types of corporate meetings, i.e. wireless capabilities in the
hotels,teleconference facilities on campus, etc. The CVB this year is taking a new focus on the
Dallas-Fort Worth area. The sales team has now changed one of their memberships from the Houston
Chapter to the D/FW Area Chapter of Meeting Professionals International and in conjunction with
attending MPI meetings, they will be making many sales trips to the D/FW area. We will get involved
with D/FW MPI in an effort to build relationships with the meeting planners of those corporations
headquartered in the metroplex.
Partners Promoting Tourism 12
Fraternal Meeting Market
Bryan-College Station is an ideal destination for fraternal meetings. Texas A&M University has
approximately 60 fraternal organizations affiliated with the campus. This is a fairly new market for
our community and we have participated at the Fraternal Executives Association Annual Conference
and Tradeshow for the past five years. In the past, this event has lead to qualified leads and
opportunities for new business in our destination. Attendance at the conference grows each year and
our visibility has increased throughout the marketplace.
Again, the appeal of our community to this market includes ease of travel, affordability, location and
the relationship with Texas A&M University. We have seen this market grow over the past several
years and we will continue to grow this secondary market.
Hobby Market
The hobby market is growing in popularity across the nation. With the diverse group of people that
Texas A&M University brings to our community, Bryan-College Station has a wide variety of local
clubs, organizations and interests. We will draw from these local clubs to solicit hobby meetings to
our area. In the past,we have hosted events for the Model A Car Club, Star Trek Convention, etc. We
will strengthen the relationship with collectors clubs and shows, as well as associations and societies
affiliated with the hobby market in order to develop this market to its full potential. Over the next
several years,we will actively pursue all hobby groups closely affiliated with our local contacts and
begin building a database of potential meetings for Bryan-College Station and actively and
aggressively go after their business. Furthermore, we will work closely with local facilities and events
such as the George Bush Library and other area exhibits to bring interested hobby groups to our
community during specific times of their rotating exhibits.
Partners Promoting Tourism 13
Marketing Plan-Secondary Markets
Objectives
• Increase number of confirmed groups and room nights to our area from these segments.
• Identify and develop qualified leads from these segments.
• Strengthen Bryan-College Station's image and awareness in the corporate, fraternal and hobby
meetings market.
• Highlight our facilities and services to provide a greater opportunity to confirm business.
• Develop stronger relationships with local residents, clubs and organizations to promote
bringing their meetings and groups to Bryan-College Station.
• Work with local partners to market to targeted groups at trade shows accordingly
Marketinj Initiatives
Tradeshow/Conference Attendance
FEA
MPI-D/FW& THCC
Direct Sales/Meetings
Monthly sales calls in Austin
Monthly Sales calls in.Bryan-College Station and Texas A&M University
Sales trips to Dallas/Fort Worth
One "mini"blitz annually in Houston and San Antonio with CVB sales team
Sales Blitz in Austin with local partners
TACVB Co-City Sales Blitz& Oscar Party
Telephone Blitz (2)
Special Promotions
Backyard Marketing
Plan Your Meetings
Meeting Planners Showcase
Pancakes and Possibilities
Site Visits
Familiarization Tour
Customized individual meeting planner site visits each year as necessary
Sales Material
Bid packages
Destination Planning Guide
Destination Video
Promotional items from the Convention and Visitors Bureau and partners
Partners Promoting Tourism 14
Partners
Blinn College Local Meeting Venues
Brazos County Local Residents
Brazos Valley Arts Council Messina Hof Winery & Resort
Bryan-College Station Attractions Reed Arena
Bryan-College Station Hotels/Motels Religious Organizations
Bryan-College Station Meeting Facilities Research Valley Partnership
City of Bryan Restaurants
City of College Station Retail Outlets
Local Fraternities/Sororities Texas A&M University
Local Hobby Groups The Museum at the George Bush Presidential Library
Partners Promoting Tourism 15
Tertiary Markets
The last market segment is the tertiary market. This market requires much less outreach than the
primary or secondary markets in order to be successful. However, we still consider this group vital to
our market mix.
The two tertiary market segments of concentration are:
• Weddings
• Reunions
Texas A&M University plays a major role in these markets. Being an Aggie is not a title, it is a way of
life. Aggies come here to get an education, and leave as a part of the "Aggie Family". Therefore,we
will continue marketing to these groups to "bring them back home"for reunions and weddings. We
will service these markets to the best of our ability in order to leave all visitors with a favorable
impression of Bryan-College Station and hope that they plan a return visit—whether it is for a vacation
or to bring a meeting or event here.
Wedding Market
The wedding market has been growing in popularity in Bryan-College Station over the years. The
increased enrollment at Texas A&M University has had a lot to do with it. The students that come
here are encouraged when they get engaged to have their weddings here.
The additions and expansions of such facilities as 7F Lodge, Messina Hof Winery and numerous
venues in Historic Downtown Bryan and the increased popularity of the Brazos Valley Bridal Show
adds to the attractiveness of holding weddings in Bryan-College Station. Again our central location,
easy access and affordability play a major role.
Reunion Market
Whether it's a family reunion, class reunion or a military reunion, Bryan-College Station is a great
location. Our central location and affordability plays a major role in the decision process for these
markets. Texas A&M and the "Aggie Family" are rich in tradition. One of those traditions is "coming
back to Aggieland." We will continue to work with the university in hosting these reunions and will
continue to encourage organizers to have reunions during times other than football game weekends.
We will also continue to work with both Bryan& College Station Independent School Districts, as
well as local residents interested in hosting reunions in our area. Reunions are most prevalent in the
summer months in Bryan-College Station and also require little marketing efforts. We will continue to
offer our services to these reunion organizers to promote attendance, provide information on activities
in our community and encourage repeat business.
Bryan-College Station has a strong military history and with the American GI Museum, Veterans
Memorial, the Bush Presidential Library, Texas A&M University, etc.- we have a lot to offer military
groups. We will continue to make contacts through sales calls and other marketing efforts to reach
reunion planners for military reunions to be held in Bryan-College Station.
Partners Promoting Tourism 16
Marketing Plan-Tertiary Markets
Objectives
• Strengthen Bryan-College Station's image as a preferred destination for the wedding and
reunion market.
• Highlight our facilities and services to provide a greater opportunity to confirm weddings and
reunions.
• Develop stronger relationships with local partners, schools, universities and military
organizations to promote bringing reunions to Bryan-College Station.
• Work with Texas A&M to encourage department and class reunions at times other than football
games.
Marketinj Initiatives
Special Promotions
Meeting Planners Showcase
Pancakes &Possibilities
Texas Aggie Magazine
Sales Material •
Destination Planning Guide
Destination Video
Promotional items from the Convention and Visitors Bureau and partners
Partners
12th Man Foundation City of Bryan
Association of Former Students College Station ISD
Blinn College Local Meeting Facilities
Brazos County Local Residents
Brazos Valley Arts Council Messina Hof Winery & Resort
Bryan-College Station Hotels/Motels Military Organizations
Bryan-College Station Attractions Restaurants
Bryan-College Station Meeting Facilities Retail Outlets
Bryan ISD Texas A&M University
City of College Station The Museum at the George Bush Presidential Library
Brazos County Historical Society American GI Museum
Partners Promoting Tourism 17
Business Travel Market Goals
Leads 2009/10: 195 2010/11: 200 2011/12: 210
Rooms Nights 2009/10: 55,000 2010/11: 60,000 2011/12: 67,000
Partners Promoting Tourism 18
- _ _ - _ - - _ -R -
•
! ' f-.1.4'
11 ,Pt
.pm a i i 7.1,17 . .-..7..1. • 2i, :.....•.,,,,...:•-a-74,. . :::,, „...A.; ,...„ ./..:?..-;::,,,...-- ,,,,,,-.:,1
a _ If _,:,„t. . .__ ili _ _ li I . _ _ 4,,,, „...- Vi- , -4:- ro-
- ---
— . ` reia. , 1. ..'re-.1..' , ate-.,'h
F ; r
I:03(J, k Y.
.......so.
Y
Io 0
00 a 0
4
pa,„eta or d plot/note:op 7.4m
•
,,,,,,,„,..„,„,,_, ,
. . . .
. .
BRYAN*COLLEGET STSATION
CONVENTION AND VISIT
CO LEGE STAT ON, ITXE77840 9WWW.VISTAGGiLAND.COM
COLLEGE
Leisure Travel Market Profile
The Tourism Sales Department is responsible for all areas related to the leisure travel markets. The
leisure travel market is divided into two categories: Group Travel Market and Independent Travel
Market.
Group Travel Market
The Group Travel Market is divided into three segments of concentration:
• Domestic Tour Operator/Wholesaler
• Group Leader
• Bank Travel
The group travel market is one of Bryan-College Station's expanding market segments. This market
contributes to the tourism department's confirmed and measurable room nights. Our central location
and affordability help attract these groups. The safety of our community as well as attractions such as
The Museum at the George Bush Presidential Library, Texas A&M University, Historic Downtown
Bryan and Messina Hof Winery and Resort are all factors to the overall success of this market. In
addition, in late 2007,the George Bush Presidential Library &Museum completed an $8.5 million
renovation with 42 new exhibits. This should bring in even more visitors to our area and increase
repeat visitation.
Domestic Tour Operator/Wholesaler
The domestic tour operator/wholesaler segment is an important part of the Bryan-College Station
Convention and Visitors Bureau tourism market. This segment consists of both overnight groups as
well as day visitors in the leisure travel market. We focus on companies that create, market, sell and
deliver inclusive tours. These companies service an older client base driven by cost, security and
companionship.
We realize that we are not a single attraction and will not fulfill all the requirements needed by tour
operators as the sole destination for a tour. We will continue to work with regional partners to create a
package for operator/wholesalers to sell the Brazos Valley region as well as Bryan-College Station. It
will be a primary focus to attract groups that are already traveling to and from the Houston, Dallas and
Austin areas to incorporate us as part of that program for overnight or day trip activities.
Group Leader
The group leader market is a vital extension of the tour operator/wholesaler market. It consists of
individuals who are designated to handle tour and travel arrangements for specific clients such as
church groups or AARP clubs. The needs of the group leader are the same as the tour operator and
many share the same clientele. These groups are traditionally comprised of older clients, many who
are on a fixed budget and are looking for the same experience as a preformed tour product, but with
value as a definite priority. They work with specific tour operators who put the package together for
Partners Promoting Tourism 19
the group. However, it is important to realize that the group leader, not the tour operators that they
work with, are the destination decision maker and ultimately sell the destination to the group or club.
This is a viable market segment for the Bryan-College Station Convention and Visitors Bureau. The
day trips coordinated by group and club leaders from Houston have proven to be a substantial part of
the tours to Bryan-College Station in past years. Over the years,the tourism staff has created,
maintained and nurtured relationships with these group leaders. We will continue to target group
leaders we meet at shows, which are sponsored by qualified tour operators. This market holds great
potential for our area and has proven so in the past. It is our intent to generate more overnight visits
from this market segment while increasing the number of the day visits as well.
Bank Travel Clubs
In contrast to the typical makeup of traditional group travel,this niche market, although primarily
comprised of older couples (50 and over), have a high disposable income and are motivated by
convenience of arrangements, diversity in tour programs and ease of travel. They are well educated
and well traveled. This is an emerging market with more and more banks using these travel clubs as a
cornerstone to encourage senior deposit accounts. The banks at one time drove this market as a
competitive banking service,but more often now it is being driven by club-member demand.
Our sales efforts will focus on the club directors reaching them through specific and targeted
marketplaces. The club directors are ultimately responsible for selecting the destination, planning the
trip and then selling it to club members.
Partners Promoting Tourism 20
Marketing Plan — Group Travel Market
Objectives
• Increase the number of new group tour programs to our area with emphasis on securing
overnight accommodations.
• Increase the number of confirmed group tour programs to our area specifically from the group
leader and bank travel market
• Identify and expand our current contact database of group leaders and bank travel clubs
• Work with regional partners, as well as Central Texas Bluebonnet Travel Council and
Presidential Corridor Association to expand itineraries to include more attractions and events to
secure more group business and overnight bookings in our area
• Strengthen Bryan-College Station's image as a premiere tour and travel destination
• Maintain relationships with current clients ultimately having them maintain Bryan-College
Station as a tour destination
• Continue to sell Bryan-College Station as a stopover for major city tours that may travel
through our destination
Marketinji Initiatives
Tradeshow/Marketplace Attendance
AARP Travel Expo
American Bus Association
Bank Travel Network
Fort Worth Travel & Leisure Show
Glamer—Houston
Glamer— San Antonio
Harris County Precinct Shows (2)
Killeen- Ft. Hood Travel Show
Lackland Travel Show
McAllen International Travel Show
Texas Travel Industry Association Travel Fair
Direct Sales
Annual Sales Calls to Austin, Houston, San Antonio and Dallas-Ft. Worth
Site Visits
Two scheduled Tour Operator FAM Tours
Partners Promoting Tourism 21
Sales Material
Destination Planning Guide
Destination Video
Promotional items from the Convention and Visitors Bureau and partners
Regional Partners' Brochures
Visitor Planning Guide
Partners
Bank Club Directors Historic Downtown Bryan
Brazos County Huntsville CVB
Brazos Valley Arts Council Lake Somerville
Bryan-College Station Attractions Messina Hof Winery & Resort
Bryan-College Station Hotels/Motels Northgate Entertainment District
Calvert Chamber of Commerce Presidential Corridor Association
City of Bryan Restaurants
Central Texas Bluebonnet Travel Council Retail Outlets
City of College Station The Museum at the George Bush Presidential Library
Group Leaders Tour Operators/Wholesalers
Hearne Chamber of Commerce Washington County CVB
Partners Promoting Tourism 22
Group Travel Market Goals
New Daytrip Programs 2009/10: 62 2010/11: 65 2011/12: 68
New Overnight Programs 2009/10: 35 2010/11: 38 2011/12: 40
Room Nights 2009/10: 550 2010/11: 575 2011/12: 600
Partners Promoting Tourism 23
Independent Travel Market
The independent travel market represents the most challenging and intensive segment of the bureau's
target markets. It requires the greatest amount of outreach and servicing, therefore, demands a
considerable dedication of both financial and human resource. To maximize our investment and
ensure continued growth, this market requires ongoing and consistent research and tracking. To make
sure our efforts are highly targeted and our resources receive the greatest return on investment,we
must know who our customers are, where they are coming from and what they are looking for.
This particular market is reached mainly through extensive marketing efforts,primarily advertising, in
contrast to the direct sales approach in our other targeted segments. Our efforts are concentrated in
two categories:
• Advertising
• Communications/Public Relations
In addition to the traditional mediums utilized to reach this market, technology plays an increasingly
vital role in our efforts. As the buying consumer becomes ever more proficient on the Internet and
other technologies, some of our efforts in this market will be executed through technology. It is vital
that we address this growing trend now to ensure that our web presence and technology applications
are the best available, not only as marketing tools but as a necessary component to provide information
and service to our customers.
Advertising
Research tells us that 78% of our visitors drive to our area. It also confirms that 80% of the population
of Texas is within a 180-mile radius of Bryan-College Station. The most efficient way of delivering
our messages and reaching the critical mass of potential visitors is through advertising—both
traditional print and web-based. Our advertising placement is based on research and measured results
of previous years' placements, ensuring we get in the right vehicles at the right time to reach our
identified and targeted audience.
Research continues to show that visitors are using the internet more and more to determine travel
plans. Therefore, this year,we will shift budget dollars from selected print advertising and dedicate
these resources towards web-based opportunities.
As a result of our previous advertising program, research has also proven that 53% of all inquiries
actually convert to visitors. Due to this high return on the program, it is vital that we continue to
increase the number of inquiries resulting in an increase of overnight visitors. To ensure this,
frequency and placement of ads will drive our efforts in this arena.
The inquiries received as a result of the advertising program are maintained in a comprehensive
database. This database is utilized to maximize and continue our exposure to potential visitors with the
capability of identifying the customer's motivation and demographics. Through technology, we then
maintain their interest and desire to visit initially, but more importantly, return to experience more of
what they want.
Partners Promoting Tourism 24
Marketing Plan- Independent Travel
Objectives
• Increase volume of visitor inquiries by maximizing the frequency and placement of ads
• Increase the conversion of inquiries to actual visitation to our area providing incremental
overnight visits
• Continue to upgrade our web presence and technology applications enhancing our abilities to
maximize our outreach and service to the consumer market
• Ensure research continues to be the foundation of all advertising decisions and plans
Marketing Initiatives
Tradeshows/Marketplace Attendance
AARP Travel Expo
Fort Worth Travel and Leisure Trade Show
Houston Travel and Leisure Trade Show
Killeen-Ft. Hood Travel Show
Lackland Travel Show
McAllen International Travel Show
Randolph Travel Show
Glammer Shows
Advertising
See Advertising Calendar
Sales Materials
Bryan-College Station Partners' Brochures
Regional Partners' Brochures
Visitor Planning Guide
Partners
Brazos County Huntsville CVB
Brazos Valley Arts Council Lake Somerville
Bryan-College Station Attractions Messina Hof Winery & Resort
Bryan-College Station Hotels/Motels Northgate Entertainment District
Calvert Chamber of Commerce Presidential Corridor Association
City of Bryan Restaurants
City of College Station Retail Outlets
George Bush Presidential Library &Museum Various Media-Print &Electronic
Hearne Chamber of Commerce Washington County CVB
Historic Downtown Bryan
Partners Promoting Tourism 25
Independent Travel Goals
Visitor Inquiries 2009/10: +5% 2010/11: +7% 2011/12: +10%
Inquiry Conversion 2009/10: +48% 2010/11: +50% 2011/12: +53%
Ad Equivalency 2009/10: $250,000 2010/11: $325,000 2011/12: $375,000
Partners Promoting Tourism 26
IM.. ._
"►yam 'I. • 'y�7r
I 444.4444,
'' R'
) ZS* , • .1. '
.14,,,,„,,..., w .
I! 4..'m aA .• �
tr,, ,,:r____. ...----,.,--„,_ni: . , „ , ,_;_..,.,::17/11k kir;tt.'-:0.:.1.:47 '. 7''r:6*
i . _a._ 1,
I 0
D
I
4 4
pet,,a(40,14 pwmoteet# 7 ,
I • +R..,z..a+r...,, arq....-077Tq'"°F`.?S:yrsa1,17:,nn�iv" r q
I 40
I
ORS BUREAU
BRYAN*COLLEGETSTATION
I CONVENTION AND VISI / 800.777.8292
UNIVERSITY TAT ON, TXDRIVE
COLLEGE715 EAST
77840 WWW.VISI8TAGGIIELAND.COM
1
Sports Travel Market Profile
The BCSCVB's Sports Marketing Department is responsible for all areas related to the sport travel
markets. The Sports Travel Market encompasses these segments:
• High School Athletic Events
• Collegiate Athletic Events
• Junior College Athletic Events
• Youth Athletic Events
• Adult Athletic Events
Bryan-College Station has been extremely successful in the sports market. Our location and affordable
hotel rates, combined with a wide selection of outstanding facilities, make this market one of
tremendous growth potential. We have enjoyed a number of annual events that we will continue to
maintain and expand. We will continue to work closely with state and national event rights holders to
identify and acquire many more events for our area.
The sports marketing department is responsible for increasing sports travel to the Bryan-College
Station area. This will be accomplished by targeting market areas best suited for the community and
what it has to offer. These areas include youth, collegiate or adult events ranging from qualifiers,
tournament or championships on local, regional and national levels. In order to maintain the existing
events in our community, we must also focus on servicing. We will not only service events already
taking place in the community but also any new events that come to Bryan-College Station. The level
of service that we provide helps to ensure that the events will remain in Bryan-College Station or
return to the area.
High School Athletic Events
The high school athletic market continues to be an ideal fit for the Bryan-College Station area. The
athletic facilities that we have in the area offer high school athletic events the space, seating capacity
and quality that they look for. This market's success can be attributed to the reasonable cost of hotel
accommodations and Bryan-College Station's central location. This market focuses on several aspects
of high school athletics:
• Qualifying Events
• Off-season Tournaments
• Regional Events
• District Events
• State Championships
• National Events
Partners Promoting Tourism 27
In conjunction with the local high school coaches, the Sports Marketing Department has developed an
invitational basketball tournament in December. We have assisted the local coaches with existing
tournaments such as the Viking Invitational Wrestling tournament in December ,Bryan-College Station
Baseball and Softball tournaments, Lone Star Classic in June and UIL Events.
Collegiate Athletic Events
The Collegiate market is a great fit for Bryan-College Station because of our proximity to colleges
around the state as well as our location within the United States. On a small scale, the Sports
Marketing Department assists Texas A&M University on bid presentations by compiling local
information such as hotel rates and availability, restaurants lists and details about local attractions. By
increasing the level of assistance,the Sports Marketing Department will continue to strengthen the
existing relationship with Texas A&M Athletics.
Junior College Athletic Events
Junior College athletics have been a great source of business due to the availability of quality facilities
and Bryan-College Station's central location within Texas as well as within the United States. The
ease of travel around the Brazos Valley also makes this area ideal for athletic events of this caliber.
Junior colleges,with their more limited budgets, find Bryan-College Station to be an affordable
location to attend an event. The junior college athletic market's focus will be:
• National Junior College Athletic Association Championship events
• National Junior College Athletic Association regional events
Youth Athletic Events
Youth sport events are a booming market, especially for this area. Statistics show that the youth sport
market is primarily a driving market. Since Bryan-College Station is within 180 miles of 80% of the
population of Texas, our location makes travel easy for parents of youth participants. The ease of
travel within our community, as well as reasonably priced hotels, make the Brazos Valley an ideal
location for youth events. The facilities in the Brazos Valley are second to none when it comes to
youth events. The growing number of quality soccer fields and softball fields will undoubtedly play a
key part in increasing the number of youth events that can take place in the area.
The Sports Marketing Department will continue to develop stronger relationships with the Parks and
Recreation departments in both Bryan and College Station. Both cities' departments have been
instrumental in bringing several youth events to the area each year. The Sports Marketing
Department's involvement with the Amateur Softball Association cultivates the youth amateur sports
market, as well as provides partnership opportunities for both Parks and Recreation Departments and
the Sports Department. The Sports Marketing Department will continue to assist in bringing in these
events as well as expanding the focus to new types of events. The Sports Department has developed a
new relationship with the Texas Amateur Athletic Federation (TAAF) in order to increase the amount
of amateur youth sports events to the Brazos Valley.
Partners Promoting Tourism 28
Adult Athletic Events
The number of athletic facilities in the Bryan-College Station area such as softball fields and soccer
fields has made the adult athletic market a significant one. Adult softball is a rapidly growing trend in
athletics and continues to make a significant impact on our community. The Sports Department
currently assists with the Amateur Softball Association's national and state events in addition to the
annual Budweiser Softball tournament,which brings hundreds of teams to the area. We are beginning
to gain a presence within the AAU (Amateur Athletic Union), the USSSA, TAAF and other athletic
sanctioning bodies in order to entice new adult athletic events.
The Sports Department has also been working with the Brazos Valley Senior Games as well as the
Texas State Senior Games for the past few years. This event continues to grow each year and our
community will soon be able to be considered to host the State Games. In addition to the Senior
Games, our community has also been contacted to host an annual Senior Softball Tournament in the
near future.
Partners Promoting Tourism 29
Marketing Plan- Sports Market
Objectives
• Increase the number of sport related activities and events to the Bryan-College Station area
maximizing usage of the available facilities and hotel properties.
• Strengthen Bryan-College Station and the Brazos Valley's image as a premier destination for
sporting events,particularly within the youth, high school and collegiate athletic market.
• Assist the local Parks and Recreation Departments in their outreach and marketing to ensure
that the number of sport events brought to the area is maximized.
Marketinj Initiatives
Tradeshow/Conferences
Amateur Softball Association
National Association of Sports Commissions
National Junior College Athletic Association
S.P.O.R.T.S. Institute (Sports Planners & Organizers Regional Training Seminars)
TAAF (Texas Amateur Athletic Federations)
TEAMS (Travel, Event and Management in Sports)
USTFCCCA (United States Track and Field Cross Country Coaches Association)
Sales Material
Bid packages
Destination Planning Guide
Destination Video
Promotional items from the Convention and Visitors Bureau and Bryan-College Station partners
Regional partners' brochures
Special Promotions Activities
FCA Banquet
FCA Golf Tournament
Pancakes &Possibilities
Partners
Blinn College College Station ISD
Brazos County College Station Parks and Recreation Department
Brazos Valley Businesses Fellowship of Christian Athletes
Bryan ISD Local Residents
Bryan Parks and Recreation Department Messina Hof Winery & Resort
Bryan-College Station Attractions Restaurants
Bryan-College Station Hotels/Motels Retail Outlets
City of Bryan Texas A&M University
City of College Station The Museum at the George Bush Presidential Library
Partners Promoting Tourism 30
Sports Travel Market Goals
Room Nights 2009/10: 50,000 2010/11: 60,000 2011/12: 61,000
Leads 2009/10: 70 2010/11: 75 2011/12: 80
Partners Promoting Tourism 31
. .
o , , ETo .
o$,-- c__30L MMS T _
0 .�- ELN
D
-..- ,,1l
N.
1
'')%'C.,‘ -'..".4.:.:;!'. Ii d
-, :
,,;,-.... ,„„.. .,,--- - , i
- .. !.!
. ,
'' 's .., ) ',. s 1,41,44040}11 . is!'C‘k!----;\' -1:;.: -1 .' -- :
.... .
I 6 4
I
1 Si
0 0
4 d 4 .,..
: d / / .
..Pa/r
Vtte4 , 7 •
act/4
pleimet
: 4
_�j --
____, --------_ 4
1 _...........=••••... .......--
BNN*
COLLEGE STATION
CONVENTION AND VISITORS BUREAU
715 UNIVERSITY EEAST 8
98 / 800.777.8292
, COLLEGE STATION, WWW.VISITAGGIIELAND.COM
r
Communications /Public Relations Profile
To extend the investment made by the BCSCVB in total outreach and marketing, a great deal of
importance is placed on Communications and Public Relations as a marketing tool—both internally
within the community and externally.
Internally, communications plays a vital role in promoting the importance, value and impact of the
hospitality industry and the role of the Convention and Visitors Bureau to the local community.
Externally, communications and public relations are used to promote and create awareness of Bryan-
College Station as a destination. One way of achieving this is through outstanding third-party
endorsements regarding our product from respected media,which serves as an excellent extension in
delivering our message to a targeted group of potential visitors, tourists, business travelers and event
coordinators. In addition to reaching our audience, it also allows us to reach out to new market areas
and customers at a minimal cost.
In regards to tourists and visitors, the value of editorial marketing is rapidly gaining visibility. The
reason and research speak for themselves. A survey conducted by the Travel Industry Association of
America (TIA) found that 61% of travelers said they read articles about destinations in the media. Of
those, 45% of them contacted the destination after they read or heard about it, and of those, 44%
actually visited the destination.
Online marketing and web presence is a vital aspect of marketing no destination can afford to ignore.
With news, entertainment, commerce and travel a mouse-click away,we have the potential to create
new customers in seconds, but only a moment to impress and encourage further exploration of the
Bryan-College Station area. Millions in leisure, business and meeting planning and booking is
happening online, and the travel and tourism industry is poised for continued success in the electronic
market.
It is the responsibility of the BCSCVB to play a key role in providing the critical information needed
by the media to create articles about our area. It is also important that we continue to expand our
communication and PR efforts to ensure that we are capturing the maximum exposure with all outlets,
print and electronic, to reach both local residents and potential visitors.
We will work closely and proactively with travel writers,travel and trade magazines, newspapers and.
electronic media to enhance our image and visibility to residents of the Brazos Valley as well as the
traveling public. By doing this,we will promote and create awareness of Bryan-College Station as a
destination, position the image of Bryan-College Station to all target markets in a manner that is
consistent and effective and ultimately achieve the highest levels of customer satisfaction.
Partners Promoting Tourism 32
Marketing Plan- Communications/Public Relations
Objectives
• Increase the exposure of Bryan-College Station through a pro-active media plan targeting key
travel publications and regional media outlets including print and broadcast.
• Research and build a comprehensive media database of all publications, consumer and trade,
which have high potential of running stories on our area and unique product offerings.
• Increase utilization of available technology applications to consistently be in front of targeted
media with stories of interest to generate additional free exposure of our area and product.
• Cultivate strong relationships with key media to assist us with identifying the best sources to
bring to our area that will guarantee to generate the desired media exposure.
• Work with customer groups to promote their meetings and events to generate attendance and
garner media coverage.
• Work with local industry partners to promote their venues and events to increase attendance
and awareness to or of their product.
• Heighten the visibility, understanding and accountability of the Bryan-College Station
Convention &Visitors Bureau within the communities and among all stakeholders.
• Gain public awareness and support for CVB efforts through press releases, publications and
local media.
• Utilize events such as National Tourism Week to promote the economic importance of the
hospitality industry to the local community.
Marketin.Initiatives
Site Visits
Various customized media site visits each year are encouraged on an "as needed"basis.
Sales Materials
Bryan-College Station Media Kits
Destination Planner
Destination Video
Visitor Planning Guide
Website
Travel Facts Brochure
Special Promotions/Activities
Hospitality Celebration
Local Media Blitz
Partners Promoting Tourism 33
Partners
Brazos County Northgate Entertainment District
Brazos Valley Arts Council Outside Media Outlets
Bryan-College Station Attractions Presidential Corridor Association
Bryan-College Station Hotels/Motels Regional CVBs/Chamber of Commerces
City of Bryan Restaurants
City of College Station Retail Outlets
Community Media Outlets Texas A&M University
Historic Downtown Bryan The Museum at the George Bush Presidential Library
Lake Somerville Travel /Trade Publications
Messina Hof Winery & Resort
Partners Promoting Tourism 34
2009-2010 Advertising Calendar
Category October November December January February March April May June July August September October November December
2009 2009 2009 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010 2010
Marketing/ mpg Magazine- Texas Highways Sports Travel(S) mpg Magazine- Sports Events(S) Better Homes& mpg Magazine- Sports Travel(S) Collinson Pub— mpg Magazine- Texas Highways See Texas First— mpg Magazine- Texas Highways Sports Travel(S)
Advertising (B) Magazine (B) Garden (B) Rejuvenate(B) (B) Magazine Fall: (B) Magazine
Program Houston Better Homes Houston 25 Major Houston
g Sports Travel(S) Southern Living Chronicle Co-op AAA 2007 &Garden Houston TML Town& Chronicle Co-op Sports Events(S) Texas Markets: Sports Events Southern Living Chronicle Co-op
Directory Chronicle Co-op City Magazine- Highways Magazine(S)
Texas M&E Texas Ladies Home (B) Post Cards of Post Cards of Magazine Abilene NewsTexas
Austin Statesman
Magazine(B) Highways Texas Journal Ladies Home Texas Texas Texas M&E Highways
Magazine Highways Journal Texas M&E The Eagle Magazine(B) Magazine
(B) Dallas News
Houston Magazine Midwest LivingMagazine Texas Highways Texas Highways Elderado Times
Chronicle Co-op Midwest Living Magazine Magazine Ft. Worth Star Houston
Texas Highways Texas Highways Collinson Spring Chronicle Co-op
Texas Highways Directory Rack Card— Vacation Telegram
Hobbs Sun
Magazine Messina Hof& Texas Highways
TTIA File Folder Bush Library See Texas First- Houston Magazine
TTIA File Folder -8000 Travel Co-op Spring: Chronicle
Agents,AAA Abilene News Killeen Herald TTIA File Folder
Offices,Tour Southern Living Austin Statesman Lake Charles
Operators,& The Eagle Press
Travel Writers Texas Highways Dallas Morning Las Crusis News
(GT) News Longview Journal
Texas Monthly Elderado Times Lubbock Journal
•
Spring Travel Ft. Worth Star Lufkin News
Planner Telegram Midland
(GT) Hobbs News Telegram
Houston Chronicle Nacogdoches
Killeen Herald Sentinnal
Lake Charles Oklahoma City
Press News
Las Crusis News Pinebluff
Longview Journal Commercial
Lufkin News Tyler News
Midland Waco Tribune
Telegram AAA Offices
Oklahoma City
News Southern Living
Pineblz�ff Magazine
Commercial
San Angelo Times Texas Highways
San Antonio News Magazine
Tyler Courier
Waco Tribune
Wichita News
AAA Offices
Southern Living-
Texas Highways .
Magazine
(B) Business Travel Advertising
(GT) Group Travel Advertising
(S) Sports Travel **Note: The above listings mentioned only represent the existing advertising contracts as of this time.
All Other Consumer