N ew Tr a vel O r egon O r ga niz a t ion St r uct ur e 12 . 6 .17 - - PowerPoint PPT Presentation

12 . 6 .17 N ew Tr a vel O r egon O r ga niz a t ion St r uct ur e

SPRING CAM PAIGN

ODM O PR ESEN TAT ION

Inspire people to come find happiness off the beaten path, all over Oregon.

OBJECTIVE

The modern experience is taking a toll on happiness and healthfulness. We’re more anxious than ever. We aren’t as light and alive as we should be.

CULTURAL TRUTH

Getting out into it will make you feel better and happier.

OREGON IS THE ANSW ER!

This campaign is about a feeling. We want our advertising to stir a visceral, emotional reaction in our audience.

APPROACH

12 . 6 .2 0 17 I N TRO D UC I N G

T R AV ELOR EGON.C OM + OT I S

• Mobile traffic = 50 %
• Growing technical debt
• Site speed optimization
• New brand / visual language
• Tackle several large discreet projects in tandem

TRAV ELOREGON .COM W HY OV ERHAUL

• Love the website
• Expect to find content in multiple categories
• Want the navigation simplified
• Want subcategories
• Still organize by geography
• Attractions and/or Trip Ideas
• Are interested in themed travel

TRAVELOREGON.COM W HAT W E LEARNED

M ILES RECOM M EN DATION S

• Get load times to ~ 3.7 seconds
• Update deep backlinks post-launch
• Simplify the website URL structure
• Leverage answer engine feature

(schema markup)

• Redirect party!

(curated 5,0 0 0 + redirects)

• Consolidate site map

TRAVELOREGON.COM SEO BEST PRACTICES

• Fast
• Robust
• Flexible
• Curatable
• Context
• Place
• Pathways
• Discovery
• Serendipity
• Informative
• Accessible

TRAVELOREGON.COM INSPIRE + INFORM

W HAT IS OTIS?

IN TROD UCIN G OTIS

The O re g o n To uris m Inf o rm a t io n S ys t e m ( O TIS ) *, is a c o lla b o ra t ive p la t f o rm us e d f o r s ha ring a nd m a int a ining O re g o n' s t o uris m a s s e t s . O TIS unif ie s t he e f f o rt s o f t he t o uris m ind us t ry, he lp ing s t re a m line c o nt e nt m a na g e m e nt a nd c o m m unic a t io n. *O TIS re p la c e s t he O rb .

OTIS IS POW ERED BY EV ERYON E

• O TIS is t h e c e n t ra l h u b f o r

m a in t a in in g p o in t s o f in t e re s t like a t t ra c t io n s , b u s in e s s e s , t ra ils , p a r ks , e v e n t s a n d d e a ls .

• O TIS is b u ilt w it h o p e n -

s o u rc e s o f t w a re , a llo w in g t o u r is m p a r t n e rs t o f re e ly p u s h c o n t e n t u p d a t e s t o t h e d a t a b a s e a n d p u ll t h e m in t o t h e ir o w n w e b s it e ( le v e ra g in g t h e O TIS A P I) .

• O TIS is o p e n t o lo c a l D M O s ,

re g io n a l D M O s a n d s t a t e - w id e t ra d e g ro u p s like t h e O re g o n Re s t a u ra n t & Lo d g in g A s s o c ia t io n , O re g o n S t a t e P a r ks , O re g o n W in e B o a rd , e t c .

• It is a way for us to support and empower
• ur industry partners
• It helps us build trust with our audiences
• It is what consumers want
• Content syndication is a critical function of

publishing

OTIS IS IM PORTAN T BECAUSE

• Completely restructured database
• Rebranded + redesigned user interface
• Centralized messaging system
• User-driven profile management
• Optimized page load
• Robust, filterable reports + exports
• Easy relation of any listing to another
• New + enhanced outdoor rec data (powered

by Recreation.gov + Oregon State Parks)

KEY FEATURES OF OTIS

REGISTER /

OT IS.T RAVELOREGON.COM

• Enhanced search
• Multi-point maps
• Ski Oregon + Eastern Oregon integration
• Oregon wine + heritage data
• Connected data (relationships)
• Regional education, trainings + integration

TO + OTIS

Thank you!

OT I S@ T R AV ELOR EGON.C OM M O SHER I F DEEN / / M O@ T R AV ELOR EGON.C OM KAT E J OR GEN SEN / / KAT E@ T R AVELOREGON.C OM

12 . 6 .17 Tra ve l O re g o n G ra nt s P ro g ra m s

TRAVEL OREGON COM PETITIVE GRANTS SMALL GRANTS Up to $ 20 ,0 ,0 0 0 10 % cash match required Project complete in 12 months

• Opens July 20 18-

MEDIUM GRANTS $ 20 ,0 ,0 0 0 - $ 10 0 ,0 ,0 0 0 25% cash match required Project complete in 2 years

• Opens

Spring/ Summer 2018- LARGE GRANTS Ove ver $ 10 0 ,0 ,0 0 0 50 % cash match required Project complete in 2 years

• Open on direction of

Commission -

GRANTS PROGRAM S

IN D USTRY.TRAV ELO REGO N .CO M / GRA N TS eligible applicants for projects that contribute to the development and improvement of communities throughout the state by means of the

COM PETITIVE GRANTS ELIGIBILITY

Elig ible applicants include tho se listed belo w that are do ing business in Oreg o n and can demo nstrate direc t w o rk in to urism industry

• Lo cal g o vernment
• Po rt districts
• Federally reco g nized tribes
• No n- pro f it entities

Eligible projects must provide for the improvement or expansion of the tourism economy in Oregon. Projects are intended to increase the likelihood of visitation from 50 miles outside the local area.

Grant requests up to $ 50 ,0 0 ,0 0 0 1:1 match required (up to 50 % can be in-kind) Projects complete in 12 months

OREGON W INE COUNTRY PLATES M ATCHING GRANTS PROGRAM

A D M IN ISTERED BY TRAV EL O REGO N

Pro jects must pro mo te wine and/ o r culinary to urism.

Elig ible applicants include tho se that are

• An inco rpo ra ted no npro f it
• rg a niza tio n o r g o vernmenta l unit

respo nsib le f o r the to urism pro mo tio n

• f a destina tio n o n a yea r- ro und basis
• A no npro f it entit y tha t ma na g es

to urism - related eco no mic develo pment pro g ra ms a nd pro jec ts

• A reg io na l o r sta tew ide a sso cia tio n

tha t represents entities tha t rely o n to urism - related business f o r mo re tha n 50 % o f their to ta l inco me

If you have a project idea, connect with your Regional Destination Management Organization (RDMO) Fu Funding opportunities exist and will be ava vailable annually If y you have ve a wine and/or culinary t tourism project consider The Oregon Wine Country Plates Matching Grants Program

KEY TAKEAW AYS

IN D USTRY.TRAV ELO REGO N .CO M / GRA N TS

SOLAR ECLIPSE LEARNINGS

W HY YOU N EED T O PLA N

W H AT H ELPED M A KE TH E EC LI PS E A SUCC ESS F UL EV EN T?

• Bro a d c o lla b o ra t io n
• Pla nning a he a d
• D e p e nd ing o n t he e xp e rt s
• Alig ne d m e s s a g ing
• S ha ring a c o m m o n g o a l
• Be ing p re p a re d f o r

a ny t hing

W HAT W ORKED?

APPLY LEARNINGS

• Crisis Response Team
• Meeting Agenda
• Media Gateway Policy
• Process Check
• Communication Network
• Initial Statement
• Employee/ Partner Communications
• Q&A Template
• Rules of Engagement
• Recovery Plan
• Lessons Learned

W H AT D O YO U N EED I N A PLA N ? C REATE A C RI S I S CO M M UN CATI O N S PLA N

CRISIS RESPONSE TEAM

• help with outreach and planning during (and before) a crisis.
• Determine who the best spokespeople are in your community and

incorporate them in your planning efforts. Have a backup.

S TAY IN YO UR LANE

M EETING AGENDA

• Leadership presents facts to the

Crisis Respo nse Team

• Assess and identif y: Gather an

accurate o verview, assess situatio n, separate facts fro m speculatio n

• Understand what info rmatio n has

been shared publicly

• Determine the po tential fo r so cial

media po sts

• Def ine the impact to the agency

and its audiences

• Determine the po tential fo r media

co verage and when it might o ccur

• Determine whether a go vernment
• r law enfo rcement agency

respo nse is expected

• Determine whether the crisis will

invo lve third parties

• Ask all members to state what

they are hearing fro m their co nstituencies

PROACTIVE

• vs. REACTIVE
• Does this incident have the potential to cause a loss of trust or

credibility for the agency?

• Will going public cause alarm among visitors? Could a decision

to not go public create a backlash at a later date?

• Does this incident have the potential to cause losses for you

and/or your industry partners?

• Will the incident result in legal action, either criminal or civil?
• Will there be communications guidance by emergency services,

law enforcement or elected officials?

W H O IS YO UR AUD IEN CE?

• Visitors
• Board
• Media
• Community

W H AT A RE YO UR CH A N N ELS?

• Newsletters
• Social media
• Press release
• Visitor center

TH RESH O LD Q UESTIO N S:

• Will the tourism industry be

affected?

• How will visitors react?

– To whom will they direct their questions?

• What (mis)information is out

there?

• reputation be harmed by

releasing information?

• What specific answers are

visitors/ media seeking?

DETERMINE MESSAGING

COM M UNICATION NETW ORK

ONCE THE PLAN HAS BEEN CREATED, CONSIDER STAKE-HOLDERS W ITH W HOM YOU SHOULD SHARE THE PLAN:

• Partners/staff
• Board
• RDMO/ Travel Oregon
• Local visitor center
• Etc.

NEXT STEPS

• Break to craft respo nses
• Reco nvene gro up

– Present messaging across audiences – Identify any supplemental Crisis Response Team specialists still needed – Approve spokesperson selection – Approve draft messaging – Set next meeting to report status/updates

ONGOING EFFORTS

• Launch and co ntro l co mmunicatio n f lo w
• Mo nito r, repo rt, co rrect
• Evaluate and re-evaluate
• Establish meeting frequency

M EDIA GATEW AY POLICY

• Establish the person (or people) who will be the

media contact(s)

• Refer ALL media inquiries to established media

contact

• are not the media contact. Ask for the following

info and pass on to your media spokesperson: – Name of Reporter – Name of Media Outlet – email) – Deadline –

PROCESS CHECK

FOR THE DURATION OF AN ACTIVE CRISIS, ALL TEAM MEMBERS SHOULD:

• Avoid sending email messages, writing notes or

leaving VM that make light of the situation

• Turn off the address auto-complete feature on

email to avoid accidental misdirection of messages

INITIAL STATEM ENT

As soon as possible share the following information with key stakeholder (do not speculate!):

• A description of the incident: who, what, where, when, why

(though not all of these may be known)

• Who first learned of the problem?
• Who has been impacted?
• How is your agency/ business responding?
• What will happen next and where to find additional

information

EM PLOYEE/ PARTNER COM M UNICATIONS

HEAR OF THE NEW S FROM YOU FIRST BEFORE YOU RESPOND TO THE PUBLIC, SO, CONSIDER:

• What will be communicated and the desired outcome of that

communication?

• Are you communicating with consistent messaging?
• Who should initiate the communication?
• How, when and/or where will the communications take place?
• What will happen next and where to find additional information?

Q&A TEM PLATE

PROVIDE ANSW ERS TO THE FOLLOW ING: Q: W hat exactly happened? Q: W hen and ho w did yo u f ind o ut? Q: Exactly what was harmed? Q: W ho is affected? Q: W hat is the po tential harm o r impact to visito rs? Q: W hat actio ns have been taken in respo nse? Q: W hat can visito rs do to help themselves? Q: W here sho uld we refer peo ple fo r mo re info rmatio n?

ENGAGEM ENT RULES

• to avo id making a diff icult statement .
• Be judicio us and tho ughtf ul. All statements must be

speculate.

• accurate and ref lects the desired to ne.
• Use o nly appro ved messaging in co mmunicatio ns with

co nstituents.

IM M EDIATE RECOVERY ASSESSM ENT

ONCE THE CRISIS IS UNDER CONTROL, DETERMINE THE FOLLOW ING:

• Status o f staff/ partners (injuries, deaths, number able to

co ntinue wo rking)

• Co nditio n o f Travel Orego n buildings, equipment and reco rds
• Status o f co mmunity infrastructure and the effect this will

have o n the industry (track damage/ lo ss in terms o f do llars)

• Status o f to urism industry and visito r attractio ns
• Affected audiences

FURTHER RECOVERY EFFORTS

ALSO CONSIDER THE FOLLOW ING:

• Are we able to co ntinue ho sting inco ming meetings,

co nventio ns and gro up to urs that are due to arrive within the mo nth, o r sho uld o ther arrangements be made?

• If the co mmunity is in bad shape, what can we do to help?
• If the co mmunity and to urism industry are relatively

intact, what can be do ne to o ffset client fears and do ubts that naturally stem fro m natio nal media co verage?

• Ho w will the situatio n affect the to urism industry? Track

damage/ lo ss in terms o f do llars (eco no mic impact).

• Are yo u able to change the situatio n fo r the better?

RECOVERY M ESSAGES

(Detail what is fully o pen and/ o r o ffering limited access)

• wanted. (As appro priate)

canceling their plans. can pro vide the greatest aid: assistance in rebuilding the eco no my who do no t cancel; ask partners to do the same welco me special deals, disco unts, etc. are available fo r tho se who bo o k no w

LESSONS LEARNED

Once a crisis is no lo nger co nsidered active, the crisis team sho uld be assembled fo r evaluate ho w the crisis evo lved; what steps were taken to reso lve it; and what steps, if any, can be taken to avo id a similar situatio n in the future. The fo llo wing discussio n guidelines may be helpful:

LESSONS LEARNED: STAGES PRECEDING THE CRISIS

EVALUATE W HETHER ANY ASPECTS OF THE RECENT CRISIS COULD BE MITIGATED OR PREVENTED IN THE FUTURE W ITH ADJUSTMENTS IN SPECIFIC AREAS:

• Management
• Agency structure
• Strategic o r successio n planning
• Agency/ partner po licies
• Employee, vendo r o r co mmunity educatio n o r training
• Security systems
• Techno lo gy
• Emergency preparedness

LESSONS LEARNED: CRISIS TEAM

REVIEW HOW THE CRISIS RESPONSE TEAM PERFORMED INDIVIDUALLY AND AS A W HOLE.

• Did the team perfo rm effectively?
• Did all members meet their respo nsibilities in

mo nito ring the situatio n?

• Did the spo kesperso ns represent the co mmunity well?
• Are there any o ther internal o r external experts who

sho uld be added to the co re team?

• Was employee/ partner co mmunicatio n effective and

co ncise?

• Ho w well prepared were employees/ partners to handle

questio ns?

• Did the media receive info rmatio n in a timely manner?

LESSONS LEARNED: CRISIS M ANAGEM ENT

ASSESS HOW THE TEAM MANAGED DECISIONS THROUGHOUT THE CRISIS.

• Did the crisis team meet regularly?
• Were decisio ns effective in reso lving the crisis in

a timely manner?

• W hat co uld the team do to impro ve its decisio n-

making pro cess?

• Was the crisis team aware o f public o pinio n?
• crisis was handled?

LESSONS LEARNED

STAKEHOLDERS, ELECTED OFFICIALS, BOARD MEMBERS, COMMISSIONERS, EMPLOYEES AND

• Ho w well info rmed did they feel?
• Was the co mmunicatio n o bjective met?
• Ho w co uld the crisis team do better?

D ES TI N ATI O N D EV ELO PM EN T U PD ATE

W ha t is d e s t ina t io n d e ve lo p m e nt ? W hy is t his w o rk im p o rt a nt ? Ho w is Tra ve l O re g o n s up p o rt ing yo u in t his w o rk?

DESTINATION DEVELOPM ENT BASICS

PRO D UC T D EV ELO PM EN T STUD IO

• S c o t t Bric ke r,

Dire c t o r

• S p e c ia lis t

( ne w / va c a nt e xt e rna l re c ruit m e nt

• p e n)
• Hila ry S a g e r,

C o o rd ina t o r

DESTINATION DEVELOPM ENT TEAM STRUCTURE

CO M M UN ITY- BASED SERV ICES STUD IO

• Kris t in Da hl, VP
• Ale xa C a re y,

S p e c ia lis t

• Ka yla Dunn,

C o o rd ina t o r D ESTIN ATIO N M A N AGEM EN T STUD IO

• Kris t in Da hl, VP
• And re w

G ro s s m a nn, S p e c ia lis t TEA M LEA D ERSH IP

• Kris t in Da hl, Vic e Pre s id e nt
• Jo rd a n Mc C a ule y, Ad m inis t ra t ive As s is t a nt

DESTINATION DEVELOPM ENT ACROSS OREGON

RD MO s & D MO s INVES TING IN D EVELO PMENT

• C la c ka m a s C o unt y To uris m

De ve lo p m e nt C o unc il

• W a s hing t o n C o unt y Vis it o rs

As s o c ia t io n

• Tra ve l La ne C o unt y
• O re g o n C o a s t Vis it o rs

As s o c ia t io n

ANNOUNCEM ENTS & UPCOM ING EVENTS

• O re g o n O ut d o o r Re c re a t io n

Init ia t ive - Pha s e O ne Re p o rt

• Be p re p a re d f o r t he De s t ina t io n

Ma na g e m e nt As s e s s m e nt

• To uris m S t ud io a p p lic a t io n d e a d line

Ja nua r y 1, 20 19

• t he Fut ure , Fe b rua ry 15, Po rt la nd
• O re g o n Bike To uris m S um m it

Ma rc h 15/ 16, The O re g o n Z o o

• De s t ina t io n De ve lo p m e nt

Bo o t c a m p Ap ril 27/ 28 , Be nd

ANNOUNCEM ENTS & UPCOM ING EVENTS

S c o t t Bric ke r

D ire c t o r, Pro d uc t D e ve lo p m e nt S Bric ke r@ Tra ve lO re g o n.c o m 9 7 1.717.6 18 5

THANK YOU