Let's plan to do an Executive Summary of our Plan, at least a straw man about what everyone wants to be sure it brought to the attention cuz no one will read as much as we wrote.
I want to get this wrapped up ASAP!!! If all goes as in my plan, this will be the END of our meetings!!! OK, End may be too big a word... but, let's say we will go on hiatius until next fall or unless we need one. No more wednesday long, long, meetings...
At this point, Lora, Joyce, and Jennifer can't make it. I hope the rest of you can.
Best,
Karen
Tuesday, April 22, 2008
Wednesday, April 16, 2008
Meeting Minutes - April 16th
Today, we walked through the first 65 pages of our Marketing Plan.
A few points:
1) We need to list lodging explicitly with various private homes
2) In Baby Boomer Target Market segment, we need to discuss our ADA Compliance challenge, especially to historic buildings but we need to set the bar high and provide a vision to ensure that we do move more in that direction over the long haul.
3) Sue Hillhouse and Dianne Correll will call on the Facilities so we can complete the chart
4) We need a matrix that shows the organizations and where/how we partner
5) Should mention that CDC is organizing organizations and this is a nice tie in.
6) Barb to put together a poster/flyer/rack card: "Arts with Altitude" and highlight all the activities in that one month time period Late July through August...
7) Karen , Joyce, and John to meet to put together sections 7 (alternate strategies) and 8 (our marketing strategy).
8) We called Ralph and he agreed to getting section 6 by next wednesday...
We all feel like we are getting close. Two more weeks or so and we should be able to put a fork in it. It won't be perfect, but, it will be done!!!!!
To those of you in the blogosphere, we will send out the plan once we have it finished.
Thanks everyone. This plan wouldn't be possible without all the hard work of the meeting attenders. (Sue Hillhouse, Susie Opdahl, Joyce Linn, John Ast, Sara Sharpe, Dianne Correll, Lori Slawitchka, Barb Wade, Tracy Lockhard, Rick Noll, Ralph Huesing). I know it has been hard to keep up this pace and momentum, but, we are just about done. This is an incredible team and everyone should know how valuable and great the input has been. Even without the plan, I feel like a very diverse group of people has really contributed to some fantastic ideas going forward. We have accomplished a great deal but it did take a lot of your time and once again, you gave it to us. Thanks also to the city for the use of its facilities. Give yourselves a round of applause!
Best,
KA
A few points:
1) We need to list lodging explicitly with various private homes
2) In Baby Boomer Target Market segment, we need to discuss our ADA Compliance challenge, especially to historic buildings but we need to set the bar high and provide a vision to ensure that we do move more in that direction over the long haul.
3) Sue Hillhouse and Dianne Correll will call on the Facilities so we can complete the chart
4) We need a matrix that shows the organizations and where/how we partner
5) Should mention that CDC is organizing organizations and this is a nice tie in.
6) Barb to put together a poster/flyer/rack card: "Arts with Altitude" and highlight all the activities in that one month time period Late July through August...
7) Karen , Joyce, and John to meet to put together sections 7 (alternate strategies) and 8 (our marketing strategy).
8) We called Ralph and he agreed to getting section 6 by next wednesday...
We all feel like we are getting close. Two more weeks or so and we should be able to put a fork in it. It won't be perfect, but, it will be done!!!!!
To those of you in the blogosphere, we will send out the plan once we have it finished.
Thanks everyone. This plan wouldn't be possible without all the hard work of the meeting attenders. (Sue Hillhouse, Susie Opdahl, Joyce Linn, John Ast, Sara Sharpe, Dianne Correll, Lori Slawitchka, Barb Wade, Tracy Lockhard, Rick Noll, Ralph Huesing). I know it has been hard to keep up this pace and momentum, but, we are just about done. This is an incredible team and everyone should know how valuable and great the input has been. Even without the plan, I feel like a very diverse group of people has really contributed to some fantastic ideas going forward. We have accomplished a great deal but it did take a lot of your time and once again, you gave it to us. Thanks also to the city for the use of its facilities. Give yourselves a round of applause!
Best,
KA
Friday, April 11, 2008
Thursday, April 3, 2008
Meeting Minutes - April 2nd
Followup
San Juan Skyway brochure --> no progress, next time.
Historical Walking Tour --> no progress, next time.
Pricing of both --> Still trying to get pricing
Bags --> Pricing -->
Folks are not THAT excited about bags. Ouray Trail run has bags and so does Imogene. They are such litter. We determined that we liked the idea of water bottles with Ouray logo instead... Barb to get pricing...
Karen to discuss the need for bags with the retail committee chair and at the OCRA meeting to see if they are interested.
Champion of Heritage DB --> Sue Hillhouse is going to try to do this with Don Paulson. She will get with him.
Are we happy with brand concept? -- Everyone seems content for now.
How committee operates in writing --> UGH, another writing task -- Still to do (Karen)
New Stuff
Barb showed the ad for the Telluride Watch Adventure Guide. Everyone is pleased iwth the look and she used the new slogan.
We then passed out writing assignments:
1) Overview/ Executive Summary (TBD)
2) Current Marketing Situation (Barb Wade)
3) Market Analysis part (Karen for size/environment) (Lora for Market Segmentation)
4) Customer/Prospect Analysis -- Tracy
5) Competitor Analysis (Joyce & Dianne); SWOT Analysis (Karen)
6) Marketing Objectives & Issues & Vision (Ralph)
7) Alternative Marketing Strategies (Joyce & Dianne)
8) Marketing Strategy (John & Rick)
Other : Rick --> Ouray Facts
9) Budgets (TBD)
10) Action Plan & Timetable (TBD)
11) Implementation controls (TBD)
Next week, we will not meet, we will get most written and circulate via email.
Sue Hillhouse will be primary editor and champion Heritage DB. She will also begin work on some of the collateral that we need.
San Juan Skyway brochure --> no progress, next time.
Historical Walking Tour --> no progress, next time.
Pricing of both --> Still trying to get pricing
Bags --> Pricing -->
Folks are not THAT excited about bags. Ouray Trail run has bags and so does Imogene. They are such litter. We determined that we liked the idea of water bottles with Ouray logo instead... Barb to get pricing...
Karen to discuss the need for bags with the retail committee chair and at the OCRA meeting to see if they are interested.
Champion of Heritage DB --> Sue Hillhouse is going to try to do this with Don Paulson. She will get with him.
Are we happy with brand concept? -- Everyone seems content for now.
How committee operates in writing --> UGH, another writing task -- Still to do (Karen)
New Stuff
Barb showed the ad for the Telluride Watch Adventure Guide. Everyone is pleased iwth the look and she used the new slogan.
We then passed out writing assignments:
1) Overview/ Executive Summary (TBD)
2) Current Marketing Situation (Barb Wade)
3) Market Analysis part (Karen for size/environment) (Lora for Market Segmentation)
4) Customer/Prospect Analysis -- Tracy
5) Competitor Analysis (Joyce & Dianne); SWOT Analysis (Karen)
6) Marketing Objectives & Issues & Vision (Ralph)
7) Alternative Marketing Strategies (Joyce & Dianne)
8) Marketing Strategy (John & Rick)
Other : Rick --> Ouray Facts
9) Budgets (TBD)
10) Action Plan & Timetable (TBD)
11) Implementation controls (TBD)
Next week, we will not meet, we will get most written and circulate via email.
Sue Hillhouse will be primary editor and champion Heritage DB. She will also begin work on some of the collateral that we need.
Tuesday, April 1, 2008
Agenda April 2nd
1) Follow up on:
San Juan Skyway brochure
Historical Walking Tour
Pricing of both
Bags --> PRicing
Champion of Heritage DB
Are we happy with brand concept?
How committee operates in writing --> UGH, another writing task
2) Marketing Plan assignments & Group discussion on what should be here.
Outline satisfaction:
2. Current Marketing Situation Analysis – summarizes environmental trends
- Key attractions, facilities, and people/organizations
• Products/Experience
• Infrastructure
o Community Calendar
o Visitor Center
o ADA
- History and evolution of tourism business
- Key joint venture/cooperative partners
- Definition of area/customers served
- Strengths
- Weaknesses
- Obstacles
Include: -->
a. write up spreadsheet including: (1) Rankings, seasonality, how we scored them; (2) categories of assets, asset listings; (3) timelines for things we were going to do
3. Market Analysis (Karen)
- Market size
Competitors
Market trend (growth, flat)
- Marketing Environment
• Economic
o Economic Growth
o Interest Rates
o Exchange Rates
o Inflation Rates
o Disposable income
• Social/Cultural – demographic & cultural aspects – affect customer needs and size of potential market
o Health consciousness
o Age Distribution
o Career Attitudes
• Political/Legal – Define both formal and information rules
o Tax Policy
o Employment Laws
• Technology
• Environmental
• Infrastructure
• Who is coming, why are they coming, what are they looking for (OOTs)
- Market Segmentation & Target Market – Explains the segmentation, targeting, and positioning decisions and analyzes the market and segments to be targeted through the marketing strategy.
Geographies
Demographics
Psychographics (characteristics, behaviors, lifestyles)
• Description
• Percent of Sales
• What they want
• How they use product
• Support Requirements
• How to reach them
• Price sensitivity
4)
. Customer/Prospect Analysis – Understanding Visitor Motivations
- Customer/Prospect Decision Process
- Concentration of customer base for particular products/experiences
- Critical Benefits
- How choices are made between competitors (pass throughs or stayovers)
• What is Ouray’s competitive Edge?
- Sensitivity to price, quality, service, and value
- To what are they attracted
- Value Drivers
5. Competitive Analysis
- Identification of key competitors
• Market Position
• Strengths
• Weaknesses
• Market Shares
- SWOT analysis
• Strengths – resources & capabilities that can be used as basis for developing competitive advantage
o Strong Brand
o Good Reputation among customers
o Cost Advantages
o Natural Resources
• Weaknesses
• Opportunities – external environment
o Unfulfilled customer need
• Threats – Changes in external environment
o Disposable Income decreasing
o Infrastructure within town aging (pool, public facilities)
o Tax Structure (property taxes, statutory city)
o Ability to attract/maintain workforce (affordability)
o Mountain Resort Competition
o Shifts in consumer tastes
o Weather
o Wild fires
o Pine Beatles?
San Juan Skyway brochure
Historical Walking Tour
Pricing of both
Bags --> PRicing
Champion of Heritage DB
Are we happy with brand concept?
How committee operates in writing --> UGH, another writing task
2) Marketing Plan assignments & Group discussion on what should be here.
Outline satisfaction:
2. Current Marketing Situation Analysis – summarizes environmental trends
- Key attractions, facilities, and people/organizations
• Products/Experience
• Infrastructure
o Community Calendar
o Visitor Center
o ADA
- History and evolution of tourism business
- Key joint venture/cooperative partners
- Definition of area/customers served
- Strengths
- Weaknesses
- Obstacles
Include: -->
a. write up spreadsheet including: (1) Rankings, seasonality, how we scored them; (2) categories of assets, asset listings; (3) timelines for things we were going to do
3. Market Analysis (Karen)
- Market size
Competitors
Market trend (growth, flat)
- Marketing Environment
• Economic
o Economic Growth
o Interest Rates
o Exchange Rates
o Inflation Rates
o Disposable income
• Social/Cultural – demographic & cultural aspects – affect customer needs and size of potential market
o Health consciousness
o Age Distribution
o Career Attitudes
• Political/Legal – Define both formal and information rules
o Tax Policy
o Employment Laws
• Technology
• Environmental
• Infrastructure
• Who is coming, why are they coming, what are they looking for (OOTs)
- Market Segmentation & Target Market – Explains the segmentation, targeting, and positioning decisions and analyzes the market and segments to be targeted through the marketing strategy.
Geographies
Demographics
Psychographics (characteristics, behaviors, lifestyles)
• Description
• Percent of Sales
• What they want
• How they use product
• Support Requirements
• How to reach them
• Price sensitivity
4)
. Customer/Prospect Analysis – Understanding Visitor Motivations
- Customer/Prospect Decision Process
- Concentration of customer base for particular products/experiences
- Critical Benefits
- How choices are made between competitors (pass throughs or stayovers)
• What is Ouray’s competitive Edge?
- Sensitivity to price, quality, service, and value
- To what are they attracted
- Value Drivers
5. Competitive Analysis
- Identification of key competitors
• Market Position
• Strengths
• Weaknesses
• Market Shares
- SWOT analysis
• Strengths – resources & capabilities that can be used as basis for developing competitive advantage
o Strong Brand
o Good Reputation among customers
o Cost Advantages
o Natural Resources
• Weaknesses
• Opportunities – external environment
o Unfulfilled customer need
• Threats – Changes in external environment
o Disposable Income decreasing
o Infrastructure within town aging (pool, public facilities)
o Tax Structure (property taxes, statutory city)
o Ability to attract/maintain workforce (affordability)
o Mountain Resort Competition
o Shifts in consumer tastes
o Weather
o Wild fires
o Pine Beatles?
Meeting Minutes - March 26th
1) Heritage DB --> We discussed this item again. We still do not have a champion and we need one. The champion will help get folks involved and get the assets posted. The purpose of this effort is twofold: a) get historical assets cataloged in the State Historical Society DB to help identify monetary needs and b) allow visitors to Colorado to create their own itineraries that match their own interests.
2) Calendar --> The calendar project is going well. Some groups are already trained. Training for remaining groups is being scheduled by Barb Wade. This should be done in the very near future.
3) Barb Wade was not ready to show any mock ups for the San Juan Skyway tour. She was going to work to find pricing and email out the details.
4) We discussed branding. The main idea that we felt made Ouray unique was the proximity of the mountains to the town. We are toying with "Embraced by Mountains" and think that might work in our advertising if we add additional phrases like "of Culture" "of Adventure", "of History"...etc...
5) Bag pricing --> paper with handle --> 38 cents per bag for quantity of 5000. These would be used to stuff for town promotion during events.
6) Karen wanted to get a PR Consultant to help with some of the big work at hand. She recommended that we use Ore Communications out of Delta. This group is representing SWCTR, Mesa Verde Country, Delta County and Montrose. She thinks we could get a big bang for the buck. Delta County swears by her. Group agreed that this was a very effective use of the money for at least a one year contract. Will reevaluate before renewal.
7) Ralph was to send the money that weehawken is spending on ads.
8) Everyone agreed that we need to start making assignments for writing.
Karen was going to put the outline together and make assignments. Coming soon!
9) People want the definition of this committee to be put into writing. They want to see how it will operate and how OCRA will work with groups. Karen is going to do this. Ultimately, the reason this committee will work is that it will be a holistic approach to marketing the community, rather than 7 separate groups each singing a different song.
2) Calendar --> The calendar project is going well. Some groups are already trained. Training for remaining groups is being scheduled by Barb Wade. This should be done in the very near future.
3) Barb Wade was not ready to show any mock ups for the San Juan Skyway tour. She was going to work to find pricing and email out the details.
4) We discussed branding. The main idea that we felt made Ouray unique was the proximity of the mountains to the town. We are toying with "Embraced by Mountains" and think that might work in our advertising if we add additional phrases like "of Culture" "of Adventure", "of History"...etc...
5) Bag pricing --> paper with handle --> 38 cents per bag for quantity of 5000. These would be used to stuff for town promotion during events.
6) Karen wanted to get a PR Consultant to help with some of the big work at hand. She recommended that we use Ore Communications out of Delta. This group is representing SWCTR, Mesa Verde Country, Delta County and Montrose. She thinks we could get a big bang for the buck. Delta County swears by her. Group agreed that this was a very effective use of the money for at least a one year contract. Will reevaluate before renewal.
7) Ralph was to send the money that weehawken is spending on ads.
8) Everyone agreed that we need to start making assignments for writing.
Karen was going to put the outline together and make assignments. Coming soon!
9) People want the definition of this committee to be put into writing. They want to see how it will operate and how OCRA will work with groups. Karen is going to do this. Ultimately, the reason this committee will work is that it will be a holistic approach to marketing the community, rather than 7 separate groups each singing a different song.
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