advancing, measuring and sharing...advancing, measuring and sharing destination marketing's...
TRANSCRIPT
ADVANCING, MEASURING AND SHARING
DESTINATION
MARKETING'SIMPACT ON THE WORLD
Presented To:
U.S. Travel Association’s Educational
Seminar for Tourism Organizations (ESTO)
Presented By:
Valencia Bembry,
SVP, Accreditation & Strategic Initiatives
Destination Marketing Association International (DMAI)
600+ $2.5B+
DMAI MEMBERSHIP
Annual BudgetsDMO Member Organizations
Within 16 Countries
DMO PROGRAMS
DESTINATION & TRAVEL FOUNDATION
01
02
03Raising the Profile of
the Destination
Marketing Industry
Capturing Industry
Snapshots
Understanding
Major Trends and
Practices
DESTINATION & TRAVEL
FOUNDATION
11Grants
Awarded in
2015
EDUCATION & RESOURCES
RESEARCH & MEASUREMENT
INDIVIDUAL PROFESSIONAL DEVELOPMENT
15Major Events
14Webinars
2,000+DMO Pros Engaged
ORGANIZATIONAL DEVELOPMENT
DestinationNEXT
Destination Strength
DestinationNEXT
Community Support &
Engagement
DestinationNEXT
DestinationFIRST
Organizations
Seeking
Improvement
DMO Foundations
New
Destination
Initiatives
Organizations
In Transition
DestinationFIRST
DestinationFIRST
• Feasibility
• Preparing
• Governance
• Membership
• Management
• Marketing
• Research
• Stakeholders
Introductory & Background Information
Case Studies
Examples
Research
Templates
and
Forms
Self-Assessment and
Checklist
In-
Country
Resource
s
DestinationFIRST
Solimar International
• Tourism development consultants
• Developed similar toolkits for international development
organizations including the UNWTO and USAID
• Ongoing projects for pilot testing, including Malawi, Sri
Lanka and Verde Valley Arizona
DestinationFIRST
DestinationMarketingAccreditationProgram
DESTINATION MARKETING ACCREDITATION PROGRAM
Accredited DMOs
208+Approval Cycles per Year
2Disciplines
16
• Independent international
accreditation program
• Establish industry accreditation standards
• Evaluate compliance with the standards
• Recognize programs which demonstrate compliance
• Value of DMAP Accreditation
DMAP
• Governance
• Finance
• Human Resources
• Technology
• Marketing
• Visitor Services
• Group Services
• Sales
• Communications
• Membership
• Management & Facilities
• Brand Management
• Destination Development
• Research/
• Market Intelligence
• Innovation
• Stakeholder Relationships
16 Domains
Governance
Finance
Human Resources
Technology
Marketing
Visitor Services
Group Services
Sales
Communications
Membership
Mgmt & Facilities
Brand Mgmt
Development
Intelligence
Innovation
Stakeholders
16 DOMAINS
Strategic Plan Bylaws Mission/Vision Board Approval
Audit Accounting Policies & Procedures Insurance Misuse of Funds Policy
Performance Evaluations Benefits Job Descriptions HR Manual
Technology Plan Network Security Policy
Marketing Plan Website Opt Out Policy Budget Allocations
Respond to Inquiries Trained Leisure Market Staff
Convention Services Group Market Trained
Sales Plan Sales Staff
Crisis Communications Plan Media/Press
Kit
Membership Categories/Benefits
Org. Chart Continuous Improvement
Brand Promise
Destination Development
Mkt. Research
Governance• This domains relates the
following:
• Entity Structure
• Governing Authority
• Leadership
• Purpose and Scope
• Strategic Planning
Strategic Planningovernance
Key Elements
• Mission and Vision
• Current Competitive Environment
• Marketing and Sales Strategies
• Goals, Objectives and Tactics
• Performance Measurements
• Evaluation of Plan Effectiveness
Finance
• This domains relates the
following:
• Financial Management
• Policies and Procedures
• Budget Allocation
• Fiscal
Responsibility/Oversight
Marketing
• This domains relates the
following:
• Key Market Segments
• Destination Promotions
• Communication Strategies
• Performance
Measurements/Tracking
• Budget Allocation
Communications
• This domains relates the
following:
• Public Relations
• Crisis Planning
• Media Protocols
• Local Stakeholders
DMAP Eligibility Requirements• A legal DMO organization or an entity of;
• An entity created primarily to market a destination;
• Two or more years of experience marketing a
destination;
• Official highest governing entity authorized to provide
destination marketing for the jurisdiction;
• Willing to abide by the DMAP Organizational Code of
Ethics.
•
–
–
•
–
–
DMAP Application Cycle
•
–
•
–
DMAP Application Fees
•
•
•
•
DMAP Resources
You're Invited to Attend
DMAP Accreditation: A Symbol of DMO Excellence
Webinar
Achieving DMAP's globally recognized accreditation serves as a visible acknowledgement that your DMO has demonstrated mastery of the core principles and capabilities essential to the best practice of
destination marketing and management.
Whether you are in the process of finalizing your DMAP application or just beginning, this presentation is for you.
Takeaways
1. Learn about tools and resources available to aid your organization
through the application process. 2. Get your answers directly from DMAP
Staff and Reviewers.
Click on a date below to register.
Presenter
Valencia Bembry
Senior Vice President of Accreditation and Strategic Initiatives, DMAI
DMAP
Webinars
THANK YOU
For more information on DMAI’s programs
Visit: www.destinationmarketing.org
Email: [email protected]