Kewaunee County Tourism/Advertising Report Prepared & - - PowerPoint PPT Presentation

Kewaunee County Tourism/Advertising Report

Prepared & presented by Kewaunee County Economic Development Corporation

AGENDA

• Purpose
• Organizations Invested in Tourism
• Results of Advertising/Promotion

Survey

• 2014 Tourism Economic impact
• Current Obstacles/Opportunities to

Growth

• Consideration for Growth

PURPOSE

How is Kewaunee County currently promoted and advertised to attract visitors to the county? Who is currently promoting and advertising Kewaunee County to capture and/or increase visitor spending? What is being spent on the promotion and advertising of Kewaunee County? Is there an opportunity for a collaborative county- wide effort to increase visitor spending?

Kewaunee County Organizations Engaged in Tourism Efforts

• Algoma Chamber of Commerce
• City of Algoma - Tourism & Promotion

Committee

• Kewaunee Chamber of Commerce
• City of Kewaunee
• Luxemburg Chamber of Commerce
• Kewaunee County Economic Development Corp
• Kewaunee County Promotions & Recreations

And/or promoting the county to residents and visitors

Traditional Structure of Orgs

• Chambers of Commerce
• Promote member businesses, both tourism based and
• thers, to potential customers (B2C)
• Economic Development Organizations
• Promote a municipality or region to businesses looking to

start or expand a business both tourism based or other (B2B)

• Municipal Tourism Committee (Promo and Rec)
• Promotes that municipality’s tourism assets
• Funded by collected room tax and tax levy
• Tourism/Tourism Bureaus
• Not for Profit enterprises who promote area’s tourism
• assets. (example: Orlando CVB, Green Bay Area Visitor’s

Bureau)

• Typically funded through private fundraising and grants

Algoma Chamber of Commerce

Print Promotion/Advertising

• Guidebooks- 20-22,000

annually; distributed to 25 visitor state-wide

• “Ride the lakeshore

home” Rack card - 7,000 copies

• Maintaining visitor

center 15,000 to 18,000 visitors annually

• Shanty Days Rack Card

distribution

Online/Digital Promotion/Advertising

• Website with 6 million

hits last year

• Targeted email and social

media

• Acquired digital

technologies to promote calendar of events, area attractions, fishing industry, members ANNUAL BUDGET= $70,900

City of Algoma – Tourism & Promotions Committee

Print Promotion & Online/Advertising

• Wisconsin Biker guide

and App

• Two Current Billboards
• Advertising with “Our

Wisconsin” magazine

• Algoma tri-fold brochure
• Facebook page and

Fishing articles (QTRLY)

Paid Partnership

• Partnership with the

Green Bay CVB-their publication (270,000 copies) & Dist. channels, social media, Geiger articles

• Participation in Harbor

Towns Association & advertising coop.

• Lake Link Advertising
• Fishing Hotline

Collect Room Tax ANNUAL BUDGET= $45,000

Kewaunee Chamber of Commerce

Print Promotion/Advertising

• 20,000 copies of guide

book distributed locally & state-wide

• Local advertising for

events in spring & fall

• Participation in Harbor

Towns Association & advertising coop.

• Christkindlmarket

promotion

• Visitor Center

Online Promotion/Advertising

• Website with event

calendar

• Social media

ANNUAL BUDGET= $21,851

*Does not include budget for visitor center.

City of Kewaunee

Promotion/Advertising Activities

• Collects room tax
• Invests in visitor facilities
• Invests in the Kewaunee Chamber of Commerce

ANNUAL BUDGET= $13,424

Luxemburg Chamber of Commerce

Print Promotion/Advertising

• Luxemburg Village

Rummage Sale

• Golf Outing at

Northbrook Country Club

• Annual Dairy Days Dash

5K Run/Walk

• Kewaunee County Fair

Parade

• Kewaunee Fair Kick-off

Dinner

• Music in the Park

Online Promotion/Advertising

• Website with event

calendar

• Social media

ANNUAL BUDGET= $21,851

Kewaunee County Economic Development - Tourism Specific

Print Promotion/Advertising

• Advertise site/brand

VisitKewauneeCounty.com locally

• Design for banners, decals

& ads for “Best of Kewaunee County”

• Regional bike map project

Online Promotion/Advertising

• Website – Visit

Kewaunee County and Buy Local

• Social media
• Social media ads for

special events ANNUAL BUDGET= $5,000

Types of businesses who responded to the survey

FISHING FOOD & BEVERAGE LODGING RETAIL 32.3% 22.6% 29.0% 12.9%

Percentage of Response

Percentage of Response

Media used to reach target consumers

0.0% 20.0% 40.0% 60.0% 80.0% Website Social Media Print Radio Billboard TV 71.0% 64.5% 61.3% 25.8% 19.4% 22.6%

MEDIA MIX

Website Social Media Print Radio Billboard TV

Target Markets

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 41.2% 38.2% 23.5% 17.7% 17.7% 29.4% 2.9% 8.8%

Primary Geographic Markets

Primary Geographic Markets

Annual Investment in Advertising

32.3% 19.4% 10.0% 3.2% 6.4%

Annual Advertising Budget

Under $5,000 $5K-$15K $15K-$25K $25K - $35K Over $50K

Chamber of Commerce or Convention & Visitor Bureau Membership

53.0% 26.8% 20.6% 11.8% 20.6% 3.0%

Membership

Algoma Chamber Kewaunee Chamber Luxemburg Chamber Green Bay Chamber Green Bay CVB Door County CVB

Development of a county-wide marketing plan

66.7% of businesses have an advertising/marketing plan 68.8% are interested in the development

• f a county-wide marketing plan.

Is there opportunity to increase visitor spending?

• Kewaunee County ranked 65th in the state for

visitor spending in the state of Wisconsin in 2014.

• Direct visitor spending was recorded at $17.8M

which was a 5% over 2013.

• Visitor spending generated $32M in business

sales in 2014. An increase of 5.3%.

• Visitor activity sustained 288 jobs and $4.6M in

labor income.

Obstacles/Opportunities for collaboration?

• There is a lack of coordinated effort to discuss
• pportunities for county-wide tourism.
• The six organizations have limited resources to

promote & advertise.

• Chambers are often limited to their membership,

which may not always be tourism-focused.

• KCEDC is an economic development organization

focused on business to business.

• Kewaunee Promotion & Recreation is primarily

focused on parks & trails.

Obstacles/Opportunities for collaboration?

• There is interest in a collaborative county-wide

tourism discussion.

• Nearly $200,000 is currently being invested by

local organizations in promotions and

• advertising. Can resources be maximized for

greater impact?

• Businesses surveyed are investing over $350,000

annually in advertising. How can we support their effort?

• 68.8% of business are interested in a county-

wide marketing plan to attract visitors to the state.

Considerations for growth

• Consider creation of a Tourism/Marketing &

Promotion Plan

• Consider dedicating/contracting staff &

committing a budget to increase visitor spending by 10% annually

• Consider creating an informal county-wide

tourism group that meets quarterly or bi- monthly to discuss on tourism issues/planning

Considerations for growth

• Consider implementing a “Business Walk”

program for tourism purposes, which would encourage visiting business in neighboring areas for referral purposes

• Brand VisitKewauneeCounty.com already exists
• Point of origin advertising already taking place

QUESTIONS?