2016 Destination Gettysburg Marketing Plan
2016 Destination Gettysburg Marketing Plan
Over the course of 2013 and early 2014, Destination Gettysburg established a 5-year strategic plan based on
research conducted with key stakeholders both in and out of market. This marketing plan takes the strategy
outlined and establishes concepts and tactics for year three of the plan.
During the research phase, five key findings were established that help us create the basis of our plan:
1. The natural environment is an experiential asset
2. Connect the dots from past to present for the visitor
3. Overcome perceived barriers to travel with over communication
4. We must tell our story and deliver the story upon arrival
5. Gettysburg has brand value and is a gateway into delivering a broader, inclusive destination experience.
Also established were brand truths which are woven into execution: history is still a part of who we are and we
are a place of unification. Meaningful storytelling is the platform of our communication and those stories must
include our local community which is part and parcel of the brand. The core brand of Gettysburg is unification –
it is a place where disparate truths can be explored and brought together through individual and collective
stories and events. Through unification, the possibilities that exist for us - as individual, as a community and as a
nation - can be realized. This is not just in reference to our history, but to our connections with our families, our
friends, connections with our food and our farmers, and our personal well-being. This brand is woven through
our messaging and underlying theme.
Marketing Theme - My Gettysburg
Repeatedly learned in our own research and in the current marketing environment, the way to connect with
your audience is through stories. Gettysburg and Adams County have many stories to tell and many storytellers
to assist us in telling these stories.
Storytellers will include staff, members and their business stories, locals and visitors. As well, there will be times
when we will reach back in history utilizing personal stories of soldiers and civilians to tell stories. These efforts
will all keep in line with our redefined brand and research findings.
Tactically, we will deploy #MyGettysburg as a page on our website, as a hashtag in our advertising, through
organic videos. We will consider doing pop-ups at local events, which we will promote socially. As well, we will
work to increase the stories from our businesses, group segment and meeting segment.
The 2016 plan will be segmented by seasons and continue to incorporate our themes. These themes will be
communicated through various tactical actions, paid, earned and owned. Appropriate hashtags will be used for
all social promotions and will include #MyGettysburg, #GettysburgOutdoors, #tasteGettysburg,
#GettysburgMemories, #HauntedGettysburg
o Winter: January-March: We will work to tell our winter story through connected with skiers,
boarders and instructors at Liberty, using our B&Bs and unique lodging facilities to help tell the
story of quiet romance getaway and incorporate the beauty of our history in a quiet to of our
destination. Presidents Day falls in this time and we will look to incorporate ways that the
Presidents have experienced our destination – not just Lincoln and Eisenhower, but others who
have visited here at some time. Creative will include romantic getaways, outdoor rec and
history.
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Spring: March/April-May: We will focus on the beauty of Gettysburg in the spring to include
outdoor recreation such as camping, golf, hiking and biking as well; spring bloom in the
orchards, late spring will talk about pick-your-own berries (this carries in to early summer)
o Summer: June – August: Summer Vacations will be the main thrust of our campaign highlighting
the various elements of our destination – history, shopping, outdoor rec, foodies and festivals.
We will also celebrate the kick-off of farm market season.
o Fall: September-November: fall activities including festivals, farm markets, apple and pumpkin
picking, fall foliage, events and hauntings, as well as outdoor rec will be covered.
o Holidays: November – December: we will focus on all events and general holiday/shopping
appeal of Gettysburg Thanksgiving through New Year’s Day.
It will be key to have an underlying message of how Gettysburg connects people with the past, each other and
creates personal connections with the place.
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Our plan for the consumer campaign will build out each season with the following pieces:
- Signature images– no more than five per theme
- Video will be a large component of this campaign, expanding over 2015. We will incorporate a feature
video for each season that will roll out at the beginning of the period; additional videos will be
incorporated with our blogs and other social media tools. These will highlight various stories and may
include user submitted content. At minimum we will have a 15 second for pre-roll and instream video
ads and a 30 for each season.
- In addition to print and radio, we will continue our digital campaign adding a component that will
retarget to our opt-in database with the activity optimized to produce a conversion.
- Traditional media relations that will target niche and regional print publications as well as online
publications and blog writers pitching theme-based story ideas. Pitching will take place in advance of the
theme month with the attempt to secure stories during those theme months.
- We will also look at additional content campaigns with companies such as Madden Media, TripAdvisor,
and other groups that will allow us to access high level influencers. We will also investigate hub portals
that would allow us to curate content on our website.
- Blogs will spotlight specific components – weekly updates, some will be full bogs, some video blogs, and
others will be top lists. We will engage with guest bloggers to generate third party credibility and
additional exposure. We will use our social media tools and enewsletters to promote the blogs. As well,
the website auto-populates blogs into related content sections for each theme.
- Social Media will utilize all channels (Facebook, Instagram, twitter, Pinterest and google+) to share our
stories. As well, we will use these same channels to seek user-submitted content. Stories included will
be member focused, visitor focused and experiential. Paid posts will be incorporated into Facebook and
other platforms. Other concepts will be determined based on new options.
- All ads will focus on seasonal experiences highlighting are strengths of history, recreation, foodies and
scenic countryside and incorporate social icons and hashtags
- Website feature content will be season and theme based. Each season will be highlighted on the
homepage during the designated period. Throughout the year, all themes will have a dedicated landing
page. All digital campaigns will direct clicks specifically to those dedicated landing pages.
- Based on resources, we will look to incorporate roadshow marketing in which we will look for
opportunities in Baltimore, DC, Philadelphia and Pittsburgh to capture My Gettysburg stories.
- Additional packages and itineraries will be developed that fit within each season/theme that can be
offered to visitors and groups.
- Member digital coops will be made available again in 2016 at the levels of $5,000 and $7,500. As well,
we will offer coops in the PACOA directory, AAA and Rec News. An additional coop in GolfStyles
Magazine is being explored.
- Destination Gettysburg will utilize up to three open storefronts to serve as billboards to promote return
visits and connect with us socially, our app and our website.
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Goals
The goal of the campaigns will be to increase traffic to social sites, our website, increase requests for visitor
guides and interest in Gettysburg overall from all markets. Ultimately, our goal is to convert travelers. Analytics
will allow us to track traffic.
In addition, the following goals will be targeted as part of the overall strategic plan for year three:
1. Optimize the brand and measure awareness and perceptions through intercept and online studies
2. Continue to test creative via online A/B testing
3. Assess impact of demographic shift and adjust strategy accordingly based on results
4. Explore options for experiential/outdoor marketing
5. Continue to define asset mix (member and non-member) and work toward a community effort to
acquire needed assets and infrastructure
6. Continue to determine growth areas for membership based on existing member inventory
7. Research of a loyalty program, determine member interest
8. Review metrics to evaluate programs
9. Communicate results of repositioning, future efforts and economic impact of destination
10. Continue to develop and promote tools to assist member in telling the industry story
11. Review and recommended updates to dues structure – possibly based on base rate with increase
investment based on benefits required
12. Maintain effective educational program offering
13. Evaluate CTA and ACE educational programs
14. Evaluate staff structure, considering new position.
Tactical Outline for 2015 Consumer Marketing Campaign
January - winter getaway
Paid Media
Social Media
Blog
Consumer
Newsletters
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Online lead generators will be live
Homeschoolers Guide
small buy on washingtonpost.com will launch week two and run through Feb.
Promos of packages and events
Two paid posts
#MyGettysburg features winter-themed stories/people
Minimum four posts – editorial will be snow activities, evenst,
romance/winter getaway, food
events in January and February
winter getaway itinerary
valentine/romance packages
February- winter getaway
Paid Media
Social Media
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online lead generators
continuation of washingtonpost.com campaign
Promos of packages and events
Two paid posts
Video – My Gettysburg: 100th anniversary of the National Park
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Blog
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Consumer
Newsletters
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Minimum four posts – editorial will be snow activities, event, presidential ties
to Gettysburg
events in February and March
Presidential getaway itinerary
Ski and stay packages
March – Spring Travel
Paid Media
Social Media
Blog
Consumer
Newsletters
April – Spring Travel
Paid Media
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Social Media
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Blog
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Consumer
Newsletters
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1/3 page ad in DC Visitor Guide
Full page ad in Harrisburg Magazine
Member co-op in PA State Travel Guide
Radio campaign using DC traffic, Hagerstown station and Radio PA
Digital campaign utilizing psychographics and Baltimore, Pittsburgh,
Philadelphia and DC demographics – both display and SEM
Online lead generators will be live
Promos of packages, activities and events
Three paid posts
Video – spring travel – 15 second and 30 second
Authentic Adams County feature
Minimum four posts – editorial will be outdoor activities such as hiking,
biking, golf; food/beer to tie in Firkin Fest; authentic Adams County story
Events in March and April
Guys getaway itinerary/girlfriends getaway
Marathon/running events in Gettysburg throughout the year
Packages
1/3 p in Arrive Magazine
Full page ad in Harrisburg Magazine
1/10 page ad in Great Vacation Getaway; includes online impressions
1/3 page ad square in Pittsburgh Magazine
½ page ad in Rec News
Radio campaign using Radio PA
Digital campaign utilizing psychographics and Baltimore, Pittsburgh,
Philadelphia and DC demographics – both display and SEM
Digital campaign will run on washingtonpost.com with a mobile point of entry
page
Online lead generators will be live
Promos of packages, activities and events
Three paid posts
#MyGettysburg stories to tie into spring activities – ie student travel, ranger
for park 100th anniversary, Authentic Adams County
Minimum four posts – editorial will be event driven, food related, small town
charm, recreation
Events in April and May
Spring activities in the agritourism offering
Packages
Authentic Adams County
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May – Spring Travel
Paid Media
Social Media
Blog
Consumer
Newsletters
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1/6 page ad in Country Living Magazine
1/6 page ad in Good Housekeeping Magazine
1/6 page ad in Women’s Day Magazine
½ page in AAA World (4 regional issues); includes digital edition and online
1/3 p in Arrive Magazine
1/3 page ad square in Pittsburgh Magazine
½ page in Whirl Magazine
Full page in summer issue of Homeschoolers Guide
Digital campaign utilizing psychographics and Baltimore, Pittsburgh,
Philadelphia and DC demographics – both display and SEM
Online lead generators will be live
Campaign on Washington.org (destination DC website)
Promos of packages, activities and events
four paid posts
#MyGettysburg stories to tie into spring activities
Authentic Adams County – farm market kick-off
Minimum four posts – editorial will be bluegrass festival, outdoor rec, spring
bloom, events, food
Events in May and June
General Outdoor itineraries
Family travel
Authentic Adams County
June – Summer Travel
Paid Media
Social Media
Blog
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Digital campaign utilizing psychographics and Baltimore, Pittsburgh,
Philadelphia and DC demographics – both display and SEM
Online lead generators will be live
Campaign on washingtonpost.com will being and run through the end of June
1/3 page ad square in Pittsburgh Magazine
½ page ad in Philadelphia Magazine
½ page ad in Baltimore Magazine
Full page ad in Harrisburg Magazine
Full page in Good Housekeeping – DC, Cherry Hill/So. NJ/Columbus, OH
Full page in Redbook – DC, Cherry Hill/So. NJ/Columbus, OH
Full page in Women’s Day - DC, Cherry Hill/So. NJ/Columbus, OH
TripAdvisor Campaign through August
Content campaign with Madden Media
Radio continues
Promos of packages, activities, itineraries and events, NPS 100th anniversary
four paid posts
Video – #MyGettysburg, family travel, history, summer travel
Authentic Adams County – family fun sites
Minimum four posts – editorial will be music in Gettysburg, family
experiences, history, events, food/drink
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Consumer
Newsletters
July – Summer Travel
Paid Media
Social Media
Blog
Consumer
Newsletters
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Events in June and July – promo Civil War anniversary activities
Family friendly itineraries; NPS anniversary
Packages
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Digital campaign utilizing psychographics and Baltimore, Pittsburgh,
Philadelphia and DC demographics – both display and SEM
Online lead generators will be live
½ page in AAA World (4 regional issues); includes digital edition and online
½ page in Whirl
Ads online & in print with Blue Ridge Parkway
TripAdvisor Campaign continues
Possible radio based on unsold inventory
Civil war anniversary focus
Promos of packages, activities, itineraries, bike week, base ball
four paid posts
Video – My Gettysburg: family travel, anniversary
Minimum four posts – editorial will be package, living history encampment,
history, events, family theme
Events in July and August
MyGettysburg Feature
Packages
Authentic Adams County
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August – Summer Travel
Paid Media
Social Media
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Blog
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Consumer
Newsletters
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Digital campaign utilizing psychographics and Baltimore, Philadelphia and DC
demographics – both display and SEM
Radio campaign using DC traffic, Hagerstown station and Radio PA
TripAdvisor campaign finishes up
Online lead generators will be live
Full page in Good Housekeeping – DC, Cherry Hill/So. NJ/Columbus, OH
Full page in Redbook – DC, Cherry Hill/So. NJ/Columbus, OH
Full page in Women’s Day - DC, Cherry Hill/So. NJ/Columbus, OH
2-page spread - PACOA Coop
½ page ad in Rec News
Campaign on washingtonpost.com will being and run through December
Promos of packages, activities, itineraries and events – summer is still here
four paid posts
Video – My Gettysburg: restaurants, chefs, Authentic Adams County, farm
markets, events, Bluegrass Festival, South Mountain Fair, Brew Fest
Minimum four posts – editorial will be package, foodie events, top food
items, restaurants, wines, ciders, beers
Events in August and September
Food
End of summer fun
Authentic Adams County
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September – Fall Travel
Paid Media
Social Media
Blog
Consumer
Newsletters
October – Fall Travel
Paid Media
Social Media
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Blog
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Digital campaign utilizing psychographics and Baltimore, Pittsburgh,
Philadelphia and DC demographics – both display and SEM
Radio campaign on Radio PA
Online lead generators will be live
1/3 page ad in Washington DC Visitor Guide
1/3 p in Arrive Magazine
½ page in AAA World (4 regional issues); includes digital edition and online
½ page in Whirl Magazine
1/3 page ad in Pittsburgh Magazine
½ page ad in Philadelphia Magazine
½ page in Baltimore Magazine
Campaign on washingtonpost.com continues through December
Promos of packages, activities, itineraries and events
four paid posts
Video – My Gettysburg: restaurants, chefs, food tours, farm markets, events
Minimum four posts – editorial will be package, foodie events, top food
items, restaurants, wines, ciders, beers
Events in September and October
Food, outdoor rec
Wine & Music Fest, WWII weekend, Apple Harvest promo
Authentic Adams County
Digital campaign utilizing psychographics and Baltimore, Philadelphia and DC
demographics – both display and SEM
1/6 page ad in Good Housekeeping Magazine
1/6 page ad in Country Living Magazine
1/6 page ad in Women’s Day Magazine
Full page in Harrisburg Magazine
½ page ad in Recreation News
1/3 p in Arrive Magazine
Online lead generators will be live
Two-page spread in GolfStyles Magazine destination planning guide
Campaign on washingtonpost.com will run through December
Promos of packages, activities, itineraries and events
four paid posts
Video – My Gettysburg: fall foliage, ghost tours/stories, ghost guides, farm
markets, corn maze
Minimum four posts – editorial will be fall foliage, ghost tours/stories, ghost
guides, farm markets, corn maze, Apple Harvest
Events in October and November
Ghost stories and fall activities, outdoor rec, foodies
Authentic Adams County
Packages
November - Reconnecting
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Paid Media
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Social Media
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Blog
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Consumer
Newsletters
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Online lead generators will be live
Digital campaign utilizing psychographics and Baltimore, Philadelphia and DC
demographics – both display and SEM
1/2 page ad in Recreation News
Campaign on washingtonpost.com will run through December
Promos of packages, activities, itineraries and events
four paid posts
Video – My Gettysburg: Remembrance Day, Dedication Day, Lincoln, fall
activities, kick off of holidays
Minimum four posts – Remembrance Day, Dedication Day, Lincoln, preparing
for the holidays
Events in November and December
Lincoln Itinerary, Holiday events, food
Authentic Adams County
Packages
December - Reconnecting
Paid Media
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Social Media
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Blog
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Consumer
Newsletters
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Online lead generators will be live
Digital campaign utilizing psychographics and Baltimore, Philadelphia and DC
demographics – both display and SEM
Washingtonpost.com mobile point of entry
Full page ad in Harrisburg Magazine
Promos of packages, activities, itineraries and events
four paid posts
Video – My Gettysburg: holiday events, shopping, wintery scenes of
battlefield and town
Minimum four posts – holiday events, shopping excursions, small town
celebrations, New Year’s Eve activities.
Events in December and January
Holiday events, outdoor snow activities
Authentic Adams County
Packages
Online lead generators include: travelguidesfree.com, travelinformation.com, pavisnet.com and
civilwartraveler.com
Brochure services will be contracted with Anderson to reach consumers as camping and travel shows as
well as a placement in the PATT Brochure File Folder distributed to AAA offices and PA On Display.
Advertising in the Blue Ridge Summit Planner and website will also generate ongoing leads
A small ad will be placed on the Discovery Map to promote our Visitor Information Location
Giveaways will be developed for all departments to use to promote the brand and the My Gettysburg
campaign
Photography and video will be capture throughout the year for supporting materials in the consumer
segment and meeting segment.
A custom page will be maintained on videoglobetrotter.com
Efforts will be made through all marketing channels to promote our new My Gettysburg app which will
launch at the end of 2015.
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Media and Public Relations
Our media relations efforts this year will focus seasonally, incorporating various stories. These stories will
capture various elements of our destination. A limited number of ideas will be presented to be sure our efforts
are impactful. Each focus will address various members, events and activities.
Winter Getaways
This theme will concentrate on outdoor recreation at Liberty Mountain Resort, as well as weekend
getaways featuring restaurants and accommodations. Because of the lack of events happening in
January and February, there will be additional focus on weekends that provide great travel opportunity
such as Valentine’s Day Weekend or President’s Day Weekend, perhaps event Martin Luther King Jr.
Weekend, but will remain targeted toward outdoor adventure or a cozy winter getaway.
Recreation and Rejuvenation
This year-long theme will focus on getting outdoors, enjoying nature and rejuvenating. While highly
concentrated on outdoor activities such as hiking, biking, camping, golf and horseback riding, this theme
will also include such events and activities such as running races, and smaller walks/hikes on the
Gettysburg battlefield or through the town.
Holidays
In an effort to grow visitation during the holiday season, especially surrounding the relatively new “A
Christmas Carol,” Destination Gettysburg will develop a long-lead pitch to concentrate on events and
experiences from Thanksgiving Day through New Year’s Day. Also, media efforts will look closely at
promoting overnight package deals during this time to emphasize the town as a holiday getaway rather
than a shopping trip or short visit to see a performance. New in 2016, will be an attempt to pitch
Gettysburg as a great place to cut a Christmas tree as part of a weekend getaway, which would
otherwise include an overnight stay, dining, shopping and events.
Food
This is perhaps our strongest pitch of the year, first, because it already has great momentum coming off
2015, and secondly because Destination Gettysburg can approach it through a variety of angles. There
will be a great emphasis on farm-to-table, new restaurants and hard cider. Destination Gettysburg will
plan two culinary media tours in 2016 – in spring and fall.
Autumn
This theme, in which pitching will begin in early summer, will focus on fall foliage, fall harvest, apple
country, haunted experiences and autumn events. Emphasis will be highlighting experiences
immediately following Labor Day Weekend through early November.
Small-Town Gettysburg
This relatively new media approach will target on Gettysburg’s small-town charm, but impressive culture
that features great food, shopping, entertainment and lodging. This pitch will target more of the
essences of Downtown Gettysburg more so than specific stops/attractions. This theme can be carried
out throughout the entire year, especially when blended with the holidays.
Authentic Adams County
This theme is new to Destination Gettysburg and 2016 will be a year in which the pitch is introduced for
the first time to media – at least in this fashion. Emphasis will be on the experiences that make Adams
County special – whether that be the farm markets and orchards, attractions, restaurants and guest
cottages or events that take place in the county.
NPS 100th
Destination Gettysburg will pitch Gettysburg National Military Park, as well as other NPS locations, to
the media as part of the 100th Anniversary of the National Park Service.
In addition to pitching stories through direct communication with journalists, we will also utilize media
conferences to reach new outlets. We plan to attend MATPRA Media Marketplace, IPW and Travel Media
Association of Canada. We will also host media familiarization tours, both individual and group tours. Effort will
be made in 2016 to establish deskside visits and attend a media mission with the PA Tourism Office.
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While a large percentage of media relations efforts will focus on promoting the destination, efforts will also be
made on communicating the power of tourism on the Adams County community. One avenue will be the use of
gettysburgtourismworks.com. Marketing will be done to drive traffic to the site through digital promotions, print
advertising, editorials in local publications and member communication. The site will be updated regularly with
new blog content, research, advertising examples, and faces of tourism profiles, business profiles and job
postings. Traffic since the launch of the site continues to increase.
Tourism Week (May 1-7) will highlight to the community the impact of tourism through a variety of efforts.
Included in those efforts are a Power of Tourism luncheon, a community picnic with WGTY remote, distribution
of cookies to the local police force as a thank you and regular articles in the local publications. These events will
be promoted to members and area businesses.
2016 Group Tour Sales & Marketing
As part of the ongoing goals of reaching more decision makers, most often a group leader, Destination
Gettysburg will focus on activities and incentives to drive more interaction with this group.
One way we will engage more closely with group leaders will be to increase the number of FAMs and site visits
conducted. Much like the consumer efforts, we will focus on a 300 mile radius. We will reconnect with leads
from sales missions and industry shows. We will work to conduct an operator FAM at the beginning of August
and a Group Leader FAM. The goal will be to convert day trips to overnights. Both FAMs will be promoted
through eblasts, hard copy invites and individual follow-up. Invitations will be distributed at ABA and NTA. In
addition, we will be hosting FAMS for the PA Bus Annual Meeting in June and working towards a teacher FAM in
conjunction with the National Council for the Social Studies.
For those who may not be inclined immediately to travel for a FAM, we will implement the concept of a FAM in
a box. We will target these to tour operators who are sending limited or no business to the destination. Objects
that bring the destination to life will be sent as well as creative itineraries. The call to action will be to schedule a
site visit and convert to booking.
We will target two 1-day sales missions to reach the PA and MD areas and two multi-day missions to reach VA
and NY/NJ. The goal will be to include members on the multi-day sales mission. Opportunities for regional sales
missions with our partners in Destination DC and other PA DMOs will also be considered.
To increase our reach in the student market, we will implement a teacher newsletter, securing sign-ups at
teacher shows and through our website. Those who sign up will be entered to win a classroom gift to be
determined. We will also use this list to survey respondents regarding whether they brought a class to visit,
what grades traveled, what activities they took part in and if they did not come, why. This will be used for both
Maryland Council of the Social Studies and the National Council for Social Studies.
Efforts will be put in place to track new and overnight business. The postcard program established in 2014 will
be brought back. A quarterly mailer will be sent to our database. The call to action will be to book a group.
Those who book a new group overnight will be given a gift from Destination Gettysburg. We will also offer a
Greeter and Gift program for overnight groups. Each overnight group that contacts us will be greeted by our
staff and given a free gift (while supplies last). This program will be promoted through our newsletter, follow ups
and our website.
In addition, the following shows and sales missions will be conducted to create direct relationships with tour
operators and group leaders. Following each activity, an electronic or hard copy communication is directed to
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those met with to enforce discussions during appointments. Each quarter, another type of communication is
conducted to learn more about bookings and intentions. As well, a quarterly enewsletter is sent to any opt-in
subscribers.
Jan 9-12
Jan 31-Feb. 4
March 30
March 31
June 20-23
Aug 19-23
Sept. 13-14
October 1-2
October
Oct 30 - Nov 2
November
Dec. 2-4
ABA
NTA
PBA Marketplace
MD Bus Marketplace
PBA Annual Meeting
SYTA
Destinations Group Travel Show
Great Day!
Maryland Council of Social Studies
OMCA
NJ Group Leader Show
National Council for Social Studies
Louisville, KY
Atlanta, GA
Lancaster, PA
Lancaster, PA
Gettysburg, PA
Orlando, FL
Saratoga Springs, NY
Independence, OH
TBD
Niagara Falls
Atlantic City, NJ
Washington, DC
2016 Meetings Market Sales & Marketing
Destination Gettysburg will be continue to put a larger focus on the Meetings Market for 2016. Our target are
meetings mid-week, ranging from 20-500 attendees and peak room nights of 15-200 rooms. We plan to target
various markets, including associations, corporations and specialty groups.
Our strategy of participation in various associations will continue. We will maintain our memberships with the
Middle Pennsylvania and Potomac Chapters of MPI. Jenny will continue serving on the MPMPI Education
committee, and look to join a committee of the Potomac Chapter. We will also join Philadelphia chapter,
attending regular events to network with planners for all chapters. We will utilize the membership lists for sales
calls and e-blast communications to entice site-visits and bookings.
Our membership will also allow us to attend MACE! – Potomac Chapter’s annual marketplace and education
summit. Participate with appointment exchange. As well, we will attend WEC (World Education Congress). This
is MPI’s annual education event, along with a hosted buyer portion which allows for business appointments with
meeting planners.
We will invest as a Bronze Partner with MPMPI, which includes an ad with logo on MPMPI website home page
with link to your firm the year of your partnership, one e-newsletter mention, one complimentary registration to
a monthly meeting, one email ad mention to members sent by MPMPI Member Outreach Committee and one
complimentary MPMPI membership for one year.
Destination Gettysburg will continue membership with PASAE. Jenny will look to join a committee to better
network with members and continue to attend regular education/networking events. We will use membership
list for sales calls and e-blast communications. We will attend annual education summit and expo and invite our
members to participate with a booth-share. At the show, we will have a give-away item to highlight Gettysburg
and our meeting offerings (Leadership program, unique venue reception, etc) in order to collect names. We will
invest as an Annual Partner that includes PASAE membership dues, website Hot link to our company on the
PASAE website all year, a listing on PASAE website as well as an ad in Advance! Magazine, and noted as a
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sponsor for a Professional Development Session. The sponsorship also includes registration and sponsor
recognition for the Educational Summit & Expo and the Summer Outing and registration for the Foundation
Fundraising event.
Again in 2016, we will host a one-day Harrisburg-area Planner FAM. We will invite meetings planners from
Harrisburg area to Gettysburg for a day of site-visits. We would provide the transportation to/from the
Harrisburg region. Would include a progressive facility tour of Gettysburg that would include conference
facilities and unique venues. Members will have the opportunity to participate in a networking/expo
opportunity at lunch or reception.
A two-day overnight Planner FAM will be hosted. We will invite qualified meetings planners from our database
to Gettysburg for a two-day/one-night FAM. We would provide all expenses once in Gettysburg. If they meet a
higher standard of qualifications we will also pay for their transportation to Gettysburg. The event would
include a progressive facility tour of Gettysburg that would include conference facilities and unique
venues/activities. Members will have the opportunity to participate in a networking/expo opportunity at lunch
or reception.
Additionally, we will offer individual site-visits for planners. When fitting, Destination Gettysburg will help cover
travel expenses.
To help increase new business, we will continue to offer incentive programs. 2015 Incentive Programs will be
evaluated. After evaluation, some programs will remain while others will be substituted for new offers.
Members will be included with this process. As with past incentives, these programs will have qualifications in
terms of days of week, number of rooms booked, booking timeline and actualization date.
Pre-scheduled bi-weekly calls to meeting planners will be conducted. Areas of focus will be Harrisburg, I-270
Corridor, DC and Philadelphia. These in market visits will include taking a planner to lunch each time.
Much like the 2015 event, we will create at least one out-of-market networking event in 2016 for members to
participate. We will also work with regional DMOs to create one to two events (one stand-alone event and
possibly one in conjunction with Connect marketplace). We will invite planners to a reception/lunch/dinner at
inviting location. Time for networking, as well as presentation on Destination Gettysburg and from participating
members. The event will include an incentive for booking a qualified meeting in Adams County as result.
We will increase our print advertising for the meeting market in 2016. We will go from 3 advertisements in MidAtlantic Events to 4 issues, from 1 issue of Small Market Meetings to 2 issues, as well incorporating the Central
Penn Magazine Meeting Planner guide.
The ad in Mid-Atlantic Magazine will be a half-page Co-op program with members. We will look to place in
January/February, May/June, Sept/Oct and Nov/Dec. The Small Markets Meeting Magazine ad will also be a coop program with members. We will place a half-page ad in March and September. The Central Penn Meeting
and Event Planner will provide a co-op program for members.
We will continue to utilize Twitter and LinkedIn to promote meetings in Gettysburg. We will also utilize free
listings of agents on third-party planner sites (HelmsBriscoe, ConferenceDirect, etc) to acquire meeting planner
information to use for promotional purposes. Our enewsletter will also continue to serve as a followup/relationship builder with our database of planners.
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In addition to the association programs listed above (MACE, WEC, PASAE Summit), Destination Gettysburg will
participate with the following tradeshows to meet with industry planners.
CONNECT
Part of Collinson Media, CONNECT will offer two separate marketplace programs, during the same dates in
Grapevine, TX. Destination Gettysburg plans to participate with the Association and Corporate marketplaces.
Small Market Meetings
Destination Gettysburg will participate with this show for the first time, promoting the destination to planners
specifically looking for smaller destinations.
2016 International Marketing Campaign
While international is approximately 3% of overall visitation, it is shown through research that the expenditure
of the traveler is higher than that of the domestic traveler. For this reason, we continue to market to the
international traveler, positioning Gettysburg as a destination to include in a visit to the east coast. Five primary
avenues are used to reach the international traveler.
Destination Gettysburg will continue to attend IPW, being held May 31-June 4, in Orlando in 2015. This
appointment based show allows the destination to meet one-on-one with international representatives seeking
information on FITs and general destinations. Will work with other PA Destinations for booth design, to enhance
the Pennsylvania cohesiveness and feel in our tradeshow aisle. Follow-up will include customized emails with
destination information, and completed within 3 weeks of return from show. This show also allows us to be
represented in the media marketplace. Working to pitch and host international journalists is a key effort in this
market to drive awareness to the consumer level.
Destination Gettysburg will also be represented at the North American Journeys East Receptive Tour Operator
Show held in May in New York City. The investment in this show also includes representation on the
association’s web portal. Follow-up will include customized emails with destination information, and completed
within 3 weeks of return from show.
Destination Gettysburg will again be represented on the Pennsylvania state page in the Brand USA Inspiration
Guide.
We will look to add a UK Sales Mission, California Sales Mission and New York Sales Mission to our efforts in
2016. Destination Gettysburg will work in conjunction with other PA DMOs to promote the state to UK Tour
Operators and Media. Events will be hosted in conjunction with the state tourism office. Target timeframe is
May. Destination Gettysburg will work in conjunction with other PA DMOs to promote the state to Californiabased receptive tour operators. Target timeframe is July. Destination Gettysburg will perform sales calls to
individual receptive operators in New York City.
To prove the ROI of our marketing efforts, Destination Gettysburg will also continue to invest as a Pennsylvania
partner in the Visa Vue reports.
Tactical Outline for 2015 Membership Education, Retention and Recruitment
In order to tell the My Gettysburg story, we must work hard to education members and recruit a more robust
mixture of businesses. In addition to enhancing current communications, including mailers, membership kits and
travel talk, Destination Gettysburg will host the following activities.
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January 13
Lodging Member presentation
January 19
Coffee with Norris
February 11
March 15
April 5
Tourism Summit
Annual Dinner
Brochure Swap
May 1-7
Tourism Week- Wrap Run in paper
May 26
Membership Boost Luncheon
July 12
Cocktails with Norris
August 23
September 21
Educational Session
End of Summer Social
October 26
Cookies with Norris
November 9
December
Educational Session
Thankful Thursday Holiday Gathering
Educational session on lodging tax and
exemptions
Small discussion overviewing industry
trends, local topics, and Destination
Gettysburg efforts.
Full day educational session
Liberty Mountain Resort
Opportunity for members to learn more
about each other and exchange
brochures
Working with Gettysburg Times to
secure feature on the tourism industry
during tourism week. Outlines our
organization and industry and the
impact on Adams County
Overview lunch of member benefits,
opportunities and refresher on use of
website and marketing materials
Small discussion overviewing industry
trends, local topics, and Destination
Gettysburg efforts.
TBD
Networking party; also allows
Destination Gettysburg to thank our
members for their continued support.
Small discussion overviewing industry
trends, local topics, and Destination
Gettysburg efforts.
TBD
Networking party; sharing of holiday
cheer.
It is also important that we continue to train the Destination Gettysburg staff on members and their offerings.
Throughout the year, both administrative staff and visitor services staff will visit member properties to learn
more, first hand, of the opportunities. Administrative staff will also make county-wide visits to learn about
overall experiences, potential members and tourism product infrastructure needs.
Destination Gettysburg will develop and distribute materials to engage members in the My Gettysburg
Campaign, group tour and meeting initiatives. In addition to paid co-ops, which will be promoted in more
dedicated channels than in the past, we will also provide free materials and education.
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