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Beaumont Convention and Visitors Bureau

Campaign Book

By: Rashamir Sims, Shawn McBride, Christine Lane, Gee Gladney

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Table of Contents

1. Title Page

2. Table of Contents

3. Executive Summary

4. SWOT (preview)

5. Strengths, Weaknesses,

6. Opportunities, & Threats

7. Problem Statement/ Strategy

8. Budget

9. Creative Strategy/ Execution

10. Public Relations

11. Social Media Marketing

12. Evaluation

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Executive summary

Our goal at the Beaumont Convention and Visitors Bureau is to share all the

good things that Beaumont has to offer. We help plan vacations, meetings and also

events. Even though we do a solid job, we do not succeed to reach the younger

audience from ages 21-25 in the Houston. We always hear younger people talking

about how there isn't too much stuff to do in Beaumont, so we came up with a

solution. The big idea for our campaign is to create an “A day of fun”. This will

allow our younger audience to experience the various activities that Beaumont has

to offer. We will meet at the Lamar university campus around 10 AM, and

transportation will be provided. During this tour we will stop at places that are not

so common to the younger crowd. We will attend a beer festival on Crocket Street,

and also visit several different restaurants. Last but not least, we will inform the

younger audience about Beaumont history at the Spindle top museum. With this

campaign, we hope to establish a relationship with the younger audience in the

golden triangle area.

Objective

1. Reach out to a younger audiences

2. 2. Use Beaumont Enterprise, Facebook, Twitter, TX magazines to

advertise “Fun Day”.

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Strengths

The Beaumont Conventions & Visitors Bureau promotes and markets

Beaumont, Texas as a premier visitor and convention meeting destination. We

maximize the number of visitors in order to grow the Hotel Occupancy Tax and

increase visitor spending. Hotel Occupancy Tax is how we gain revenue for the

company. Beaumont CVB dedicates it’s time to making Beaumont relevant by

using the websites calendar to show when events are happening. Also, the

Beaumont CVB is very avid amongst older audiences

Weaknesses

Fail to reach younger audiences between the ages of 18-30. Although the

Conventions Bureau is great at bringing visitors for conventions, it lacks in areas

other than business. The Beaumont CVB does not deal directly with Lamar

students, in which students are from all over and could easily bring in family

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Opportunities

The Beaumont CVB could receive a great amount of profit from more visitors

coming into Beaumont of course! By reaching out to Lamar students, it could

diversify the visitors that come into town and build a connection with younger

audiences. Beaumont CVB “fun day” will show younger audiences that Beaumont

can be an exciting place to come visit

Threats

Surrounding areas that are bigger such as Houston and New Orleans offer

more things that attract younger audiences just from the surface. The media has put

a lot of distasteful news out about Beaumont that fends people away.

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Problem Statements

1. What is there to do in Beaumont?

Many young people complain about lack of Activities to do in

Beaumont

Strategy

The Beaumont CVB would love to bring younger visitors to Beaumont. We

have come up with a “fun day” to help bring in more Hotel Occupancy Tax. The

“fun day” will consist of many activities veered towards younger audiences such as

music performances, giveaways, and MORE! All people have to do is register on

the website. It is encouraged that Lamar students get their friends to come out, in

which they will receive a discount upon registration. Registration will only cost

$20 a person, which will pay for everything during “fun day”.

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Budget

BEAUMONT CVB BUDGET

January February March April May June July

Radio Ad Market 6-20

Newspaper

Online ad LU Press

August September October November December Cost Per Month

$3,500

$200

$250

Total Costs

$42,000

$2,400

$3,000

Total: $47,400

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Creative Strategy

Execution

The Beaumont Convention and visitor’s bureau will host “a day of fun” in

Beaumont. Having this event will allow younger people to experience parts of

Beaumont that they haven’t seen before.

We will be leaving promptly from campus at 10 a.m. and arriving back at 8

p.m. on December 4th, 2015. There will be a series of transportation provided such

as vans and motor pads. Younger people will be able to see and learn the history of

Beaumont on the tour.

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Public Relations

What’s on your mind?

After the tour people will be asked to express their feelings of Beaumont on

various Social Media outlets. This will allow us to gather information on how to be

more effective with future tours. The Social Media feedback will also allow us to

know what younger people will like to see added to Beaumont.

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Social Media Marketing

We will encourage the visitors to talk about their experience with their

friends and family on their return to their homes. We will customize our day of fun

by creating activities for people between ages 21-25 in the South East Texas area.

We will have activities for children, and plenty of areas for our adult visitors to

meet and make lasting friendships. They will be able to make new friendships, and

also be able to network at the event. The friendships and networking will lead to

more of a connection with Beaumont, which will lead to the idea of returning for

another visit to our fair city. We will encourage those who attend to post video

from their day on YouTube and other social media platforms. We will distribute

information about our event through social media on all of the following websites

Facebook, Google+ , twitter, Instagram, and LinkedIn.

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Evaluation

To measure the effectiveness of our “Day of Fun” in Beaumont, we will

look at both attendance, and increases in persons staying at local hotels. We will

compare the increases in persons staying at hotels in Beaumont throughout the

year, and report the amounts compared to the previous year’s corresponding

month. We will also send online surveys to the visitors to report on their views and

feelings towards Beaumont. With the videos posted by the attendees on social

media platforms we will also gather valuable data from comments and by view

counts. With the collected data we will determine the effectiveness of the “Day of

Fun”. Both by how much exposure it receives, and by how effective it is at

increasing the population which in turn will bring more revenue into Beaumont.