MISSISSIPPI RIVER COUNTRY, USA
Work Plan and Budget

2004

 

In developing the work plan and budget for 2004 we used the Strategic Plan as a guide and the recommendations are based on setting priorities from the Strategic Plan.

 

VISION

 

To be the most recognized and effective regional “travel” marketing organization in the United States.

MISSION

To leverage and develop programs, promotions and services that will increase the amount of people traveling to the 10 state region and the amount that they are spending on their trips.

 

STAKEHOLDERS                                                      

Ten State Travel Offices

Convention and Visitors Bureaus in the ten states

Travel, Attraction and Hospitality Businesses in the ten states

Mississippi River Parkway Commission

Midwest and Southern Governors Associations                              

CUSTOMERS (Key Audiences)

Residents of the 10 river states

US domestic travelers

Japanese receptive operators

Japanese travelers

Media (Domestic and Japan) (consumer and trade)

OBJECTIVE

      Increase travel into and within the ten states of Mississippi River Country, USA.

Strategy           Develop and implement domestic marketing programs

  Tactic       Develop an insert for USA Today to leverage resources of

                  MRC an individual travel organizations and businesses in the

                  region—April 2004

  Tactic       Develop media kit by March 2004

  Tactic       Pitch and sell a minimum of 6 story ideas to US media and

                  monitor for press clippings (i.e. rural heritage, scenic

                  byways, technical tours, etc.) starting January 2004                        

  Tactic       Conduct 4 domestic media FAMS annually (one per quarter)

Tactic       Analyze domestic travel patterns to the 10 states and set

                 priority domestic markets by February 2004

Strategy          Market the MRC in Japan to the travel trade and media

Tactic       Retain a representation service in the market starting in January 2004

Tactic       Develop and produce a quarterly electronic newsletter to travel trade in Japanese and English starting in January 2004

Tactic      Send out monthly communications on new products from member states and CVB’s monthly starting February 2004 (non newsletter months)                      

Strategy         Develop and market Technical Tours for the region

Tactic     Inventory and organize technical tour opportunities – June 2004

Tactic     Post tours to all web sites – July 2004

OBJECTIVE 

      Increase awareness of the Mississippi River and its attributes among the entire stakeholder and customer Groups.

Strategy          Improve Web and e-marketing programs (Domestic and Japanese)

  Tactic      Reconfigure search engine listings for consumer site by March 2004

  Tactic      Redesign domestic consumer site for more functionality including trade, itineraries and media section - March 2004

  Tactic      Increase information available on all web sites starting March 2004

  Tactic      Increase frequency of all web site updates. (Minimum monthly) starting March 2004

Strategy        Increase the number and commitment of stakeholders in the organization

  Tactic     Develop and send quarterly stakeholder newsletter beginning January 2004.           

  Tactic     Develop a minimum of one major pay to play promotion annually. First to take place in the fall of 2004

  Tactic     Develop joint promotion with Travel South and/or Great Lakes

Tactic     Establish regular communications links to solicit and receive new product information from members