Cary Cox Agenda Overview Cary Cox Assistant Secretary for - - PowerPoint PPT Presentation

Cary Cox

Welcome

Agenda

Overview Cary Cox

Assistant Secretary for Marketing & Communications

Crisis Communications Michele Walker

Public Information Officer

Social Media Kaytee Smith

Digital Marketing Specialist

Fundraising Kimberly Kandros

Development & Special Projects Manager

Websites Mac Clark

Marketing & Web Content Manager

Questions

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Marketing and Communications Staff

Includes:

• PR / Marketing
• Media Relations
• Social Media
• Graphic Design
• Websites
• Fundraising
• Video Production

Mission

• Direct department-wide

messaging and marketing strategies.

• Cross-promote across divisions.
• Position the department as the

leading resource for the state’s cultural, heritage and natural programs, as well as a driving force of the state’s economy through arts, library, history, natural and historic preservation efforts.

What is DNCR in 15 Seconds

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2015 is Another Record Year for NC Tourism

• $21.9 Billion in Visitor Spending
• Over 211,000 Jobs
• Over $1.1 Billion in State Tax

Revenues

• Over $660 Million in Local Tax

Revenues

• N.C. Households save $477 in taxes

due to visitor spending

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What’s So Great About NC?

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Who We Need To Market Toward

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DNCR Public Relations

• More than 28,000 in 2016 of

tracked TV, radio, web and news clippings

• Increased clips by 700% since

2012

• Continue to build, maintain and

grow ongoing relationships with local, state and national media

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DNCR Advertising Partnerships

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N.C. Symphony Program Carolina Heritage Guide Carolina Field Trips

DNCR Advertising Partnerships

12 Civil War Traveler Carolina Country Our State Email Sponsorships Travel & Events and This Week in NC History Newsletters

Crisis Communications

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Website Redesigns

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Responsive Design

• Optimized experience regardless of

screen size or device

• 60% of leisure travelers will reach a site

for the first time through their phone

DNCR Website & Social Media

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Channel Growth

Website Visits Up 20% Visitors Up 22% Page views Up 16.5% Facebook Followers Up 48% Average Weekly Engagement Up 34% Twitter Followers Up 24% Average Weekly Engagement Up 30% Flickr Impressions Up 12%

2016 vs. 2015 Expanded use of new platforms like Instagram, Periscope and Snapchat

DNCR Weekend Round Up

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Emailed every week to subscribers and media

• utlets.
• Reaches about 5,000
• Paired with weekend

event posts on Facebook, Twitter and Instagram

NC Welcome Centers

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Banner in each of the 9 Welcome Centers Quarterly email sent to every Welcome Center visitor Zoo sign in Charlotte Welcome Center

Fundraising

• Over $2 million raised over the last two years
• $1,500,000 appropriation to support Queen Anne’s Revenge Shipwreck

Recovery Project

• Over $83,000 to support the NC Awards
• $343,000 from the Cannon Trust
• Over $800,000 sponsorships and grants currently pending

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DNCR Marketing Goals

• Continue to deliver high degree of customer service, both internally and

externally

• Expand educational opportunities through online content
• Strengthen partnerships with VisitNC and other NC Departments
• Take the DNCR show on the road
• Cross promote activities throughout DNCR
• Grow media relationships and story opportunities

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Thank you! Please let me know if you have any questions.

www.ncdcr.gov/workshops