Marketing Committee Meeting June 2, 2016 Opening Remarks Item 1: - - PowerPoint PPT Presentation

▶
marketing committee meeting
SMART_READER_LITE
LIVE PREVIEW

Marketing Committee Meeting June 2, 2016 Opening Remarks Item 1: - - PowerPoint PPT Presentation

Feb 10, 2024 175 likes •1.17k views

Marketing Committee Meeting June 2, 2016 Opening Remarks Item 1: Approval of Minutes* Item 2: CEO Report Brand USA Annual Partner Study

slide-1
SLIDE 1

Marketing Committee Meeting

June 2, 2016

slide-2
SLIDE 2

Opening Remarks

slide-3
SLIDE 3

Item 1: Approval of Minutes*

slide-4
SLIDE 4

Item 2: CEO Report

slide-5
SLIDE 5

Brand USA Annual Partner Study

slide-6
SLIDE 6

Key Takeaways

slide-7
SLIDE 7

Partner Programs Roundtable

slide-8
SLIDE 8

Partner Programs Roundtable

slide-9
SLIDE 9

Global Market Development Roundtable

slide-10
SLIDE 10

Global Market Development Roundtable

slide-11
SLIDE 11

Item 3: CMO Report

slide-12
SLIDE 12

2016 PROXIMITY CAMPAIGN

slide-13
SLIDE 13

Early Assessment

slide-14
SLIDE 14

FY16 Media Approach

  • Awareness and engagement are key measures for 2016.
  • Our goal is to deliver enough website traffic

to show engaged user growth.

slide-15
SLIDE 15

FY16 Performance: First Flight

Through May 12, we are ahead +4% YOY on web traffic; -6% on bounce

slide-16
SLIDE 16

Proximity: Online Video

  • Implications

Online video may take up 80% of all consumer internet traffic by 2019. It’s important for us to understand the elements of successful narratives.

slide-17
SLIDE 17

Proximity: Digital Display

  • Implications

Brand USA Average CTR: 1.7% Industry Benchmark: 0.2%-0.4%

slide-18
SLIDE 18

Proximity: Website

  • Activate consumers with inspiring images & messaging
  • *Cost of a visit less bounce (engaged visitor)
slide-19
SLIDE 19

NEW FALL CAMPAIGN UPDATE

slide-20
SLIDE 20

The diversity of the USA is exciting and uniquely

  • urs to own in a way that is magnetic and inviting
slide-21
SLIDE 21

And, uniquely “yours” to discover genuine and authentic opportunities that truly speak to who you are

slide-22
SLIDE 22

And there’s an American story for everyone, just waiting to be created…

slide-23
SLIDE 23

The collection of these experiences become our

  • wn unique story that we in turn share with friends

and family

slide-24
SLIDE 24

Social-First Objective

slide-25
SLIDE 25

Expanding on Social First

slide-26
SLIDE 26

Creative Expression Research

slide-27
SLIDE 27

Research, Development, Launch

slide-28
SLIDE 28

NEW WEBSITE DESIGN AND FUNCTIONALITY

slide-29
SLIDE 29
slide-30
SLIDE 30

The User Journey

slide-31
SLIDE 31

Traveler’s Digital Mindsets

slide-32
SLIDE 32

WIREFRAMES

slide-33
SLIDE 33
slide-34
SLIDE 34
slide-35
SLIDE 35
slide-36
SLIDE 36
slide-37
SLIDE 37
slide-38
SLIDE 38
slide-39
SLIDE 39
slide-40
SLIDE 40
slide-41
SLIDE 41
slide-42
SLIDE 42
slide-43
SLIDE 43
slide-44
SLIDE 44

2017 PARTNER PROGRAMS AND CO-OP PREVIEW

slide-45
SLIDE 45

2017 Partner Strategy

slide-46
SLIDE 46

EXPANDING CONTENT

slide-47
SLIDE 47

Content Development

slide-48
SLIDE 48

VisitTheUSA.com + Gousa.cn

slide-49
SLIDE 49

PARTNER OPPORTUNITIES

slide-50
SLIDE 50

Evolution of Inspiration Guide

slide-51
SLIDE 51

2017 Multi-Channel Campaigns

slide-52
SLIDE 52

Global Consumer Programs

slide-53
SLIDE 53

New Consumer Market Specific Programs

slide-54
SLIDE 54

Especially for Attractions

slide-55
SLIDE 55

Item 4: Proposed Marketing Budget, Priorities and Target Markets

slide-56
SLIDE 56

Proposed Marketing Budget, Priorities and Target Markets

slide-57
SLIDE 57

Marketing Priorities

slide-58
SLIDE 58

Target Markets

slide-59
SLIDE 59

Market Prioritization: Prime Volume Markets

  • Canada
  • Mexico
  • United Kingdom
  • China (Highest Growth Potential)
  • Brazil (Highest Growth Potential)

2014 % ‘13 23 M

  • 1.8%

17.3 M + 19% 4 M + 3.6% 2.2 M + 21.1% 2.3 M + 9.9%

slide-60
SLIDE 60

Market Prioritization: Targeted Volume Markets

  • Japan
  • Australia
  • India
  • Germany
  • South Korea

2014 % ‘13 3.6 M

  • 4%

1.3 M + 5.9% 960 K + 11.9% 1.9 M + 2.7% 1.4 M + 6.6%

slide-61
SLIDE 61

Market Prioritization: New Volume Markets

  • France
  • Sweden
  • Colombia
  • Chile

2014 % ‘13 1.6 M + 8% 540 K + 14% 881 K + 18% 249 K + 17%

slide-62
SLIDE 62

Path to 100 Million Arrivals

slide-63
SLIDE 63

Path to 100 Million Arrivals

slide-64
SLIDE 64

Preliminary/Anticipated NTTO Results

slide-65
SLIDE 65

Path to 100 Million

slide-66
SLIDE 66

Contribution to Path to 100 Million

slide-67
SLIDE 67

Contribution to Path to 100 Million

slide-68
SLIDE 68

Market Expansion

slide-69
SLIDE 69

Market Performance: France

slide-70
SLIDE 70

France – Revised Path

slide-71
SLIDE 71

Market Performance - Netherlands

slide-72
SLIDE 72

Netherlands – Revised Path

slide-73
SLIDE 73

Market Performance - Italy

slide-74
SLIDE 74

Italy – Revised Path

slide-75
SLIDE 75
slide-76
SLIDE 76

2021 Targeted Growth (Revised)

slide-77
SLIDE 77

2021 Targeted Growth

slide-78
SLIDE 78

2021 Targeted Growth

slide-79
SLIDE 79

Proposed FY2017 Marketing Budget

slide-80
SLIDE 80

FY 2015 Budget Review – Key Topics

slide-81
SLIDE 81

Major Programs and Initiatives

slide-82
SLIDE 82

Contributions Strategy

slide-83
SLIDE 83

Revenue

slide-84
SLIDE 84

Consumer Marketing

slide-85
SLIDE 85

Consumer Marketing

slide-86
SLIDE 86

Partner Marketing Services

slide-87
SLIDE 87

Partner Marketing Services

slide-88
SLIDE 88

FY17 Q1 Tradeshows and Missions

slide-89
SLIDE 89

FY17 Q2 Tradeshows and Missions

slide-90
SLIDE 90

FY17 Q3 & Q4 Tradeshows and Missions

slide-91
SLIDE 91

Global Market Development

slide-92
SLIDE 92

Global Market Development

slide-93
SLIDE 93

Global Market Development

(continued)
slide-94
SLIDE 94

Market Research

slide-95
SLIDE 95

Market Research

slide-96
SLIDE 96

Summary

slide-97
SLIDE 97

Open the Meeting up for Q/A and Discussion

slide-98
SLIDE 98

Closing Remarks and Adjourn Meeting