Visit Jacksonville Campaign- Team 2- Updated

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Visit Jacksonville Campaign

Presented by: Shayna Centanni Courtney Clayton Margaret Elizabeth Kilpatrick Derrick Richardson Kendall Toothe

Shoreline Agency Description: Shoreline Agency was founded in 2003 by a passionate group of public relations professionals in Jacksonville, Fla. A client-oriented, full service, public relations agency headquartered in Jacksonville with 10 locations across the country in Jacksonville, New York City, Los Angeles, Chicago, Atlanta, Miami, Houston, Denver, Indianapolis and Phoenix. Our specialties include but are not limited to public relations, creative design, copy writing, media buying and brand management. Mission Statement: Since the day their doors opened, Shoreline Agency has made the same promise to every client, to go above and beyond traditional expectations to make the success of their brand a shore thing. Shoreline has consistently been one of the top 10 agencies in the nation and top five in Jacksonville. But what matters most to this agency is their clients’ happiness now and forever. Each associate at Shoreline strives to work both independently and collaboratively using their real-world knowledge to create personal and creative results that will last long term. Let us make sure the success of your brand is a shore thing! Brief history of our associates: Shayna Centanni, APR: Account Executive Shayna Centanni began her public relations journey in Jacksonville. After working for Dalton Agency for 10 years, Shayna was offered the opportunity to use her awardwinning skills at Shoreline Agency, where she takes the position as account executive. Her favorite thing about Jacksonville is the endless opportunities of Little Talbot Island. Courtney Clayton, APR: Senior Art Director With over 10 years of experience of PR in New York City working for companies like Edelman and AdWeek, Courtney has gained valuable experience across all platforms of communications. Courtney moved to Jacksonville to work for Shoreline Agency, to utilize her design skills she obtained over the years. As a Jacksonville Beaches native, Courtney loves spending time at Hannah Park. M. Elizabeth Kilpatrick, APR: Media Planner After graduating from the University of North Florida, Elizabeth landed a job with Hubbard House as the Senior Communication Director for the last 5 years. As the president of PRSA- Jacksonville chapter, Elizabeth has gained the years of experience it takes to work for Shoreline Agency. During her time at University of North Florida Elizabeth discovered the nature trails and outdoor activities that she still enjoys today. Derrick Richardson, APR: Communications Director With over 15 years of experience between Dalton Agency and various non-profit organizations in Jacksonville, Derrick had an exceptional goal to start his own agency with other successful PR professionals around Jacksonville. Derrick is known for his leadership skills

throughout the city. Born and raised in Jacksonville, Derrick’s favorite past time is going boating with family on the Intracoastal Waterway. Kendall Toothe, APR: Marketing Analyst Kendall graduated from the University of North Florida, where she went on to work in the communication department of Facebook in Los Angeles. Kendall moved back to Jacksonville and the sandy beaches to use her knowledge with colleagues at Shoreline Agency. As an avid surfer, Kendall’s absolute favorite place to catch some waves is Atlantic Beach. The Executive Summary: “We needed a strategic communication plan to increase tourism to the city of Detroit after being rated as the least popular city according to Pew Research Center. The Shoreline Agency did just that for us and we are now rated as one of the fastest growing cities for tourism.” – Dave Bing, Mayor of Detroit In 2007, Jacksonville & the Beaches Convention and Visitors Bureau announced its new name, Visit Jacksonville. Visit Jacksonville is a non-profit organization that works as the driving source for tourism to the City of Jacksonville. The funds for Visit Jacksonville are distributed from bed tax dollars. The issue our client is having is that they need help driving tourism to the City of Jacksonville and finding an identity for city. Shoreline Agency will launch a campaign to address these issues, by first identifying an audience. That audience is the “affluent mature. We’re looking for those particular people with families and making $75,000 plus. We will use three main objectives to guide our campaign; increase awareness of Visit Jacksonville, increase awareness of city events involving ecotourism and finally increase tourism to the city. We have a wide range of strategies and tactics to accomplish these objectives, which in the end will complete our campaign goal. We want to use the concept of ecotourism with Jacksonville being a top outdoor city for recreation according to Forbes (2010). The slogan for the campaign, which will also be the hashtag, is #RelaxInJax. The campaign will start in April 2014- August 2014. We are an affordable agency that will stop at nothing to succeed in accomplishing the goal and satisfying our client. With Shoreline Agency, we make “Shore you’re taken care of.” Client Background: Visit Jacksonville, formerly known as the Jacksonville & the Beaches Convention and Visitors Bureau, is the official destination marketing organization of Greater Jacksonville. Their mission is: To create and globally market, sell and promote an exceptional visitor experience resulting in greater community prosperity, pride and vitality. Visit Jacksonville is a non-profit funded by bed tax dollars. The 6 percent bed tax is placed on all hotel rooms in Duval County. Of the 6 percent tax collected, 2 percent is allocated to EverBank Field, 2 percent is allocated to the Sports Complex Trust Fund and 2 percent to the Tourist Development Council (TDC). Of the TDC's portion, 70 percent is used to fund Visit Jacksonville's marketing and sales efforts. The organization's funding is supplemented through Partnership dues.

SWOT Analysis: Strengths:  Visit Jacksonville is a local based business.  Visit Jacksonville is partnered with local government, tourism destinations, hotels convention and meeting facilities and others.  Jacksonville has nature, beaches and downtown areas to attract tourism. Weaknesses:  There are not people visiting Jacksonville.  Visit Jacksonville has a low budget because it is funded by bed tax dollars.  Many people living in and around Jacksonville have bad opinions of the city. Weaknesses:  Visit Jacksonville can target specific demographics.  More visitors and tourists from out of the city can be obtained through strategies and tactics.  The nature, beaches and downtown area of Jacksonville can attract leisure and business travelers to the city and the beaches. Threats:  Currently, the economy is bad.  Jacksonville has seasonal tourism due to beaches, nature, etc. More people tend to visit during the summer and spring. Situation Analysis: The problem that Visit Jacksonville is facing is that it has no identity for being known for anything. The tourism that’s driven to the city by Visit Jacksonville is minimal. Shoreline Agency will address these two issues and give the City of Jacksonville an identity by being known for ecotourism. We will run a campaign that will drastically increase tourism to the City of Jacksonville, which will benefit all aspects of the city. Secondary Research: The main source we used for our secondary research was the Visit Jacksonville site along with the Florida Visitor Study. Through the Florida Visitor study, we determined the audience after discovering that the “Affluent Mature” group does not visit Florida as much as they should. The demographic for the case is 35-54 with children and making $75,000 or more in total household income. According to Florida Visitor Study, the busiest travel time to Florida is MayAugust. That is why we wanted to have our campaign focused during that time. The Florida Visitor study stated that most travel plans are made online and that is why we wanted to put some offers and contests online. According to the advertising on Microsoft, the “Affluent Mature” has plenty disposable income, most active on social media and they’re 12 percent more likely to complete an online purchase. Nielsen stated that 41 percent of blogger’s audience are those who make $75,000 plus. Their peers and what they come across on social media influence them most. In 2010, Parenting Magazine voted Jacksonville the number one city for recreation and that is part of the reason why we decided to use ecotourism as a vantage point for the campaign. At one point Jacksonville was even voted as the best city for outdoors a few years back by Forbes.com.

Primary Research: In order to gain a better understanding of the targeting audience’s opinion of Jacksonville, Shoreline Agency will conduct pre- and post- campaign surveys. In order to precisely research our target audience we conducted preliminary research through a survey. Through this survey we discovered that 58 percent of the people surveyed had visited Jacksonville before. Of those who visited, 40 percent came for relatives or friends and 20 percent for recreation or vacation. Through the survey we found that majority of Jacksonville visitors’ favorite aspect of the city is the beaches and Intracoastal Waterway (69 percent). The survey also showed that 60 percent of the participants spent two to three days in Jacksonville, which promoted the team to create weekend stay Groupons in Jacksonville. From those survey responders who had never visited Jacksonville, 63 percent stated they would consider visiting the city. Also, those who have visited Jacksonville before, 94 percent said they would visit again. The agency team all proposes to conduct additional research through the post-campaign survey. Through this survey we will use the information to deduce whether the opinion of Jacksonville changed positively, negatively or remained the same for the targeted audience. We will use a very similar survey to match the research and compare results to be able to understand where Visit Jacksonville should go from here and also how effective the public relations campaign was. We will also conduct multiple online focus groups for Visit Jacksonville to find a more personal research angle on the targeted audience’s opinions of Jacksonville. To bring in individuals in a targeted audience through a digital response, we will reward them with an entry into one of the Groupon giveaway contests for ecotourism month in June. Overall Campaign Goal: Our goal is to increase the awareness of Visit Jacksonville through a stronger online presence and increase the tourism to the city of Jacksonville. Objectives:  Increase awareness of Visit Jacksonville by 8 percent by end of the campaign. o Strategy: Increase online presence through social media.  Tactics:  Create a hashtag for Visit Jacksonville, “Relax in Jax.” #RelaxInJax  Monthly competitions and giveaways throughout social media channels.  Update social media pages daily to keep discussion flowing and create a Pinterest page. Increase awareness of city events involving ecotourism. o Strategy: Influence residents to become “City Ambassadors.”  Tactics:  Volunteer mixer party.  Create monthly newsletter “I Love Jax” and include ambassadors’ testimonials.  Have ambassadors’ promote the ecotourism events to residents outside of Florida, every Wednesday.





To increase tourism to Jacksonville by 5 percent this summer. o Strategy: Make the surrounding southern states aware of all ecotourism that Jacksonville has to offer with “Ecotourism Month,” which will be held in June.  Tactics:  Promote on social media for events happening during “Ecotourism Month.”  Start to establish Groupon specials for attractions, events and hospitality.  Send out press releases to travel bloggers, travel magazines and news calendars.

Calendar: April 2014:       April 1- Campaign begins April 2- Create Pinterest account and start promoting for people to post experiences in Jacksonville to be featured on Pinterest page April 2- Create hashtag #RelaxInJax and implement on Twitter, Facebook and Instagram April 2- Send out April “I Love Jax” newsletter Start planning volunteer/ brand ambassador social and promoting people to become a brand ambassador/ attend the event April 20- May3- launch first Ecotourism Groupon (promote on social media and website)

May 2014:          Create materials for media May 1- Put out press release for volunteer social and send out to local Jacksonville media organizations May 7- send out May “I Love Jax” newsletter May 15- Brand Ambassador volunteer social at Metropolitan o Day of event media relations o Pass out media materials Secure feature stories and TV morning show appearances May 4- May 17- Second Ecotourism Groupon (promote on social media and website) May 18- May 31- Third Ecotourism Groupon (promote on social media and website) May 25- Send media advisory about Ecotourism month to local Jacksonville area media May 26- Send press release to travel magazines and ecotourism publications about Ecotourism month o Create media list for travel magazines and ecotourism publications

June 2014:    June 1- Launch Ecotourism month June 1- June 14th- Fourth Ecotourism Groupon (promote on social media and website) June 4- Send out June “I Love Jax” Newsletter



June 27- Launch Instagram summer beach contest o Must tag @visit_jax in Instagram photo to enter o Winner will receive tickets to July 4 concert in St. Augustine

July 2014:   July 4- Concert in St. Augustine (put on by the city of St. Augustine) July 2- Send out July “I Love Jax” newsletter

August 2014:    August 6- Send out August “I Love Jax” newsletter August 23- Thank you meeting for volunteers and brand ambassadors August 31- End of campaign

September 2014:   Conduct surveys on opinions of Jacksonville Pull statistics of Google analytics, Facebook likes April 1-September 1, hashtag usage on Twitter, Facebook and Instagram, Twitter follows/ retweets/ favorites April 1- September 1

Budget: Item Agency Fee Volunteer Mixer Catering Service Shirts Ecotourism Month (June) Press Release Distribution Service Pens Cups Shirts Concert tickets General Monthly newsletter (printing) 500 20x2 20x3 20x5 2x50 $500 $40 $60 $100 $100 250 100x8 $250 $800 Cost 2,000 Total Cost $2,000

200

$200

Google clicks Brochures Total Cost :

600 250

$600 $250 $4,900

Evaluation: After the campaign is over, we will begin to conduct our evaluation in September. Before the campaign started, we conducted a survey to see how aware people were of Jacksonville and their feelings toward visiting Jacksonville. We also took count of all the social media followings throughout the Visit Jacksonville social media accounts. We will measure the awareness by checking Google Analytics to see how many clicks and visitors Visit Jacksonville is now getting. We will also monitor discussion on social media with our hashtag “Relax in Jax and how much participation we get in the contests/giveaways. We will measure the awareness of city events involving ecotourism by having a headcount of how many people come out to the events. We will not only measure the awareness of visitors, but also awareness of the volunteers who may have not been aware of such things before. We will conduct a free subscription to the newsletter and keep a subscribers database to keep track of how many are getting word of all “I Love Jax” information. Finally, by way of the Florida Visitor Study we have the previous numbers of tourism to Jacksonville that occurs over the summer. We will compare those numbers to the information we receive after the campaign to see if we did accomplish the 5 percent increase in tourism. Groupon keeps track of how many people use your deals and we would track how many commitments we get on social media to attend events happening in the city. To hear any final comments or suggestions we would give both the client, visitors and volunteers a survey in the month of September to hear about their experience.

References Nielsen.com. (2014). Reports. [online] Retrieved from: http://www.nielsen.com/us/en/reports.html [Accessed: 3 Apr 2014]. Parenting. (2014). Best Cities 2010: 10 Best Cities for Recreation. [online] Retrieved from: http://www.parenting.com/gallery/best-cities-2010-best-recreational-cities [Accessed: 3 Apr 2014]. Ruiz, R. (2008). America's Best Cities For The Outdoors. [online] Retrieved from: http://www.forbes.com/2008/05/12/outdoors-health-cities-forbeslifecx_rr_0512realestate_chart.html [Accessed: 3 Apr 2014]. Visitjacksonville.com. (2014). Visit Jacksonville - Residency In Jacksonville. [online] Retrieved from: http://www.visitjacksonville.com/residency-in-jacksonville/ [Accessed: 3 Apr 2014]. Domestic Visitors to Florida. 2012. Florida Visitor Study, pp. 22-33. Available at: https://blackboard.unf.edu/courses/1/2014SPRING.PUR4801.12522.01/groups/_44396_1 //_1912764_1/Domestic%20Visitors%20Overall%202012%20Florida_Visitor_Study.pdf [Accessed: 3 Apr 2014].

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