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

Welcome Cary Cox

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 2

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 5

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 6

What’s So Great About NC? 7

Who We Need To Market Toward 8

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 9

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DNCR Advertising Partnerships N.C. Symphony Program Carolina Field Trips Carolina Heritage Guide 11

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

Crisis Communications 13

Website Redesigns 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 14

DNCR Website & Social Media 2016 vs. 2015 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% Expanded use of new platforms like Instagram, Periscope and Snapchat 15

DNCR Weekend Round Up Emailed every week to subscribers and media outlets. • Reaches about 5,000 • Paired with weekend event posts on Facebook, Twitter and Instagram 16

NC Welcome Centers Quarterly email sent to every Welcome Center visitor Banner in Zoo sign in Charlotte each of Welcome Center the 9 Welcome Centers 17

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 18

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 19

Thank you! Please let me know if you have any questions. www.ncdcr.gov/workshops