plan sales & marketing 2018 - s3-us-west … · commission’s 2018 integrated sales &...
TRANSCRIPT
SALES & MARKETING
2018PLANEXPLORE GWINNETT | GWINNETT SPORTS COMMISSION
2 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
VISITIf you build a place people want to visit.
Then, you build a place people want to live.
Then, you build a place people want to work.
And, then you are a place business has to be.
It all starts with a visit.
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 3
MISSION
EXPLORE GWINNETTThe Gwinnett Convention and Visitors Bureau (D/B/A Explore
Gwinnett) is Gwinnett County’s official destination marketing
organization, and is dedicated to creating positive economic
impact by marketing Gwinnett County and our cities as convention,
sporting, business, leisure and visitor destinations, utilizing sales,
marketing, social media and promotion. Explore Gwinnett also serves
as Gwinnett County’s Camera Ready office, serving the film and
television industry.
GWINNETT SPORTS COMMISSIONThe mission of the Gwinnett Sports Commission (GSC) is to foster
economic development through coordinating and developing
Gwinnett’s role as a leading site for sports events involving youth,
collegiate, amateur and professional organizations.
4 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
LEADERSHIPEXPLORE GWINNETT
“Expanding Gwinnett’s destination appeal
through our convention center expansion and marketing our cities,
parks and events will be at the forefront in 2018.”
LISA ANDERS,EXECUTIVE DIRECTOR
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 5
Welcome to Explore Gwinnett and the Gwinnett Sports
Commission’s 2018 integrated sales & marketing plan. 2017 was
a strong year for Gwinnett’s hospitality industry, continuing an
upward trend over the past four years. However, in the words
of author Edmund Burke, “you can never plan the future by the
past.” 2018 promises to be an important year for Gwinnett’s
future, as our convention center district kicks off the master
plan expansion, creation of a destination entertainment district,
and addition of a headquarters hotel – all projects that will truly
elevate Gwinnett as a meeting destination.
Additionally, our cultural, sports and event facilities will allow us
to niche market Gwinnett as a multi-purpose destination. Our
combined sales & marketing efforts will be focused on creating
the broadest possible economic impact across our county.
Our destination marketing plan is truly exciting; a mix of city-
focused marketing, culinary tourism, an aggressive effort to
draw more film and television production, and an active and
engaging social media and marketing presence. We are looking
forward to creating stronger, more integrated marketing
campaigns, focusing on engaging social media, video, public
relations and creative digital marketing.
Gwinnett’s inclusivity and diversity continue to draw a growing,
international audience to our hospitality community and our
cultural draws, including BAPS Hindu Mandir, promises a year
full of opportunity.
As we look forward, we’re proud to present a plan that has
been thoughtfully researched and assembled, with the goal of
gaining an even greater marketing voice, driving new visitors to
our destination and facilities, and driving the tourism economic
engine to create economic value for Gwinnett County.
We can’t wait to get started!
Lisa AndersLisa Anders, CDME, Executive Director
Explore Gwinnett
Lisa AndersExecutive Director
Explore Gwinnett
6 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
LEADERSHIPGWINNETT SPORTS COMMISSION
“GSC is always positioning itself to promote Gwinnett as a premier sports destination for all types of sporting
events.”STAN L. HALL,
EXECUTIVE DIRECTOR
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 7
While sports have always been a favorite pastime for most of
us, the business of sports goes well beyond the activity on
the court or on the field. The noise in the arena is so exciting
but it is often the noise that most of us never hear, behind
the scenes, that allows us to continue to enjoy the wonderful
sports opportunities we have; all right here in our back yard.
The Gwinnett Sports Commission is always positioning itself
to promote Gwinnett as a premier sports destination for all
types of sporting events. Whether it is traditional, extreme, or
a trending sport, we have the facilities and knowledge that
allows us to put on the very best events possible.
With the many options, on all levels of sports that we have
available, Gwinnett stands out as a place where the word
“PLAY” has real meanaing in the “live, work and play” mantra
that we all strive for.
Go Gwinnett!
Stan L. HallStan L. Hall, Executive Director
Gwinnett Sports Commission
Stan L. HallExecutive Director
Gwinnett Sports Commission
8 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
TOURISMIN GEORGIA
Ranking in the world for feature
film and television production
1
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 9
1Ranking in the world for Feature Film
and Television Production
Tourism is the 5th Largest Industry in Georgia
Tourism represents
$60 BILLIONin economic impact
Tourism represents
of all employmentOVER $3 BILLION IN TAXES GENERATED
= 10,000 jobs= $2 billion
#1
#5
supported by tourism
450,000 JOBS
10.3%
– Georgia Film, Music and Digital Entertainment Office
10 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
TOURISMIN GWINNETT
Gwinnett issued 102 filming permits in 2017, including
Black Panther, Avengers, Ozark and Dynasty
Gwinnett Camera Ready Office
102
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 11
Without tourism,each resident would
have to pay an additional
$340in taxes to make up for lost tax revenue
12,750 JOBSdirectly related to tourism
$1.275 BILLIONin visitor expenditures
$54.88 MILLIONin state tax revenue generated
from tourism
$36.5 MILLIONin local tax revenue generated
from tourism
TAXES
12 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
HIGHLIGHTSOF 2017
Location requests handled by Gwinnett’s Camera Ready Office
160
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 13
1500 HOURS
160 LOCATION REQUESTS
27
54,500
$78.19
$55.88
4,45021% 22%
Gwinnett Tourism
Education Program
(GTEP) sessions
Gwinnett’s Camera Ready Office
handled more than 160 location
requests in 2017; anticipate more
than 175 in 2018.
Explore Gwinnett Ambassadors
clocked in over 1,500 volunteer
hours in the community.
71.6% HOTEL OCCUPANCY
Totalroom nights
booked
Increase in wedding bookings
Average Daily Rate
RevPar
Increase in international
bookings
Room nightsBooked by
Largest 2017 Convention
+3.8%
+3.8%
14 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
SALES
The Explore Gwinnett sales staff mission is to attract overnight group stays to Gwinnett County’s
hotels and facilities including the Infinite Energy Center. The sales and marketing departments
work closely to create not only group stay options, but to enhance Gwinnett’s overall destination
appeal to groups across all markets. The staff is comprised of a four full-time positions – A Director
of Sales, two Sales Managers and Sales Coordinator.
In 2018, the focus will continue to be maintaining the strong niche markets including faith-based
and SMERF, while concentrating on increasing market share in the international and association
markets. The group sales goal is three-fold: generating new group business for Gwinnett,
supporting and growing returning groups and servicing the groups to enhance the group visitor
experience.
ROOM NIGHTS
10,000
SMERF SALES MANAGER :
ROOM NIGHTS
8,000
2017 GROUP SALES MARKET GOAL:
ROOM NIGHTS37,000
DIRECTOROF SALES:
ROOM NIGHTS
17,000
INTERNATIONAL/ASSOCIATION
SALES MANAGER
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 15
OBJECTIVE: Leverage Gwinnett County’s reputation as one of the
Southeast’s “Most Ministry Minded Cities” to generate new,
ongoing mid-to-large meetings and conventions. Additional
focus will be on reviving bookings of faith-based groups that
have met in Gwinnett previously and not re-booked for future
events.
STRATEGIES:• Continue to develop strong relationships with large event
contacts from Catalyst, Orange, Forward, Passion and
Leadercast. Continue strong relationship especially with
upcoming expansion
• Attend at least two (2) existing faith conferences with
expectations of bringing new events to Gwinnett
• Host faith FAM trips for prospective faith planners, utilizing
IEC events and destination partners
• Partner with 12Stone to create a planners bureau with local
faith event planners
OVERALL SALES STRATEGIES:• Stronger collaboration with marketing
team to enhance the destination
appeal for groups including nightlife
options, group discounts and
transportation support. Increase
SMERF leads through digital
campaigns.
• Improve local hotelier and venue
outreach as a sales team through
monthly Sales Outreach Strategy
(SOS) days. Develop stronger
relationships with all venues and
hotels, education about new,
competing developments.
• Generate post tradeshow report to
determine spend, value, leads and
contacts to determine value and
future need of show.
• Focus on strengthening relationships
with organizations offering research,
insight and business (i.e. Partnership
Gwinnett, other DMO’s and third party
planners.)
FAITH-BASED
SALES
16 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
Gwinnett is the Southeast’s most diverse county, with
numerous international corporate locations and relocations.
The addition of a full-time, Mandarin-fluent sales manager
with strong connections across multiple international markets
has proven successful in tapping into the diverse international
market.
OBJECTIVE:Continue to develop Gwinnett’s reputation as inclusive,
welcoming destination for groups and companies, while also
shifting regional international events to market.
STRATEGIES:• Attend four (4) International Marketplaces to aggressive
promote and market Gwinnett as a group destination
• Host three International tour operator familiarity tours (FAM)
• Host Delta Airlines’ Chinese Tour Operators FAM as part of
launch of new direct flight from Shanghai to Atlanta
• Grow the Indian Tour market by developing student tour
itineraries and continued partnership with the BAPS Hindu
Mandir
• Continue to build on the established/new relationships within
the Chinese Market
• Continue to work closely with the Korean Community Center
to bring events to Gwinnett
• Drive more diverse overnight group rooms to Gwinnett from
surrounding county conferences
INTERNATIONAL
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 17
OBJECTIVE: Develop the state association market in conjunction with the
Infinite Energy Center, our hotels and enhanced destination
marketing.
STRATEGIES:• Use Meetings Grant as incentive to draw Regional
Conferences
• Goal of booking 2-3 new state association conferences in
2018
• Leverage our international staff/connections to draw metro
conference rooms to Gwinnett, as well as drawing new
international, diverse associations
OBJECTIVE: Develop stronger and ongoing connections with new and
relocating corporate firms, offering outreach to international
firms to assist in creating stronger hospitality partnerships
STRATEGIES:• Partner with key groups, including Partnership Gwinnett,
Georgia Dept. of Economic Development and Gwinnett
County
• Join the GO Team at Gwinnett Chamber, working with
corporate groups
OBJECTIVE: Further develop our wedding market specialist’s reputation
as the regional resource for both domestic/international
weddings. Continue to create/enhance strong partnerships
with receptive event venues.
STRATEGIES:• Continue to work with new venues to host Open House(s) to
capture couples to book in Gwinnett
• Work with two venues to host a “dream wedding event”
• Host a wedding planning workshop and train couples on
budgeting techniques, how to minimize costs and free
resources available through Explore Gwinnett
• Explore Gwinnett will create a new planners tour to educate
2-3 wedding associations
ASSOCIATION
CORPORATE
WEDDINGMARKET
SALES
18 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
OBJECTIVE: Gwinnett has a strong reputation as a reunion destination,
primarily due to Gwinnett County Parks & Recreation. New
local competition is developing (new parks/downtowns) so our
primary objective will be to create stronger partnerships with
Atlanta-based attractions, while keeping Gwinnett as the top
overnight reunion destination.
STRATEGIES:• Host Family Reunion Planning Workshops in both Atlanta/
Gwinnett venues to showcase range of metro attractions;
continue to upgrade visual/presentation and program for
workshop
• Host a tour of Gwinnett County Parks for family reunion
planners. Take a tour of the community centers, pavilions and
visit with staff at various parks, as well as Gwinnett’s different
downtowns while traveling between parks
• Host a planning workshop strictly for budgeting a family
reunion. Invite a financial and event planner to allow
reunion planners to leave with a customized budget for their
upcoming event
OBJECTIVE: Tour operators usually work with certain demographics such
as student groups, active seniors, women and couples. We will
create niche itineraries for specific tour demographics in 2018.
STRATEGIES:• Create “The Sports Fanatics Tour” which will be a three-day
tour and will encompass Mercedes-Benz Stadium, SunTrust
Park, Coolray Field, Atlanta Motor Speedway and Infinite
Energy Center Arena
• Create the “Sip and Zip Tour” which will be two days of two
zip-lines and distilleries
• Create “Historic Homes Tour” which will be three days of
visiting historic homes throughout the Atlanta area and
Gwinnett
REUNIONMARKET TOUR + TRAVEL
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 19
OBJECTIVE: Provide value-added services to meeting planners, hotels
and the IEC to enhance the client experience; provide key
administrative, research and IDSS support to Explore Gwinnett
sales team.
STRATEGIES:• Oversee the tracking/follow up of welcome bag requests, in
coordination with administrative assistant
• Pro-active Sales staff support to include: IDSS administrative
lead, training support, group history research and group
services (i.e. nametags, etc)
• Oversee post-event surveys of planners; goal of receiving
75% response rate through IDSS
• Offer onsite welcome booth and personnel to assist with
guest needs and offer visitors a memorable, informed
experience
SALES + SERVICE
SALES
OBJECTIVE: Offer cutting edge technology for lead generation, report
calculation and contact management and follow up.
STRATEGIES:• Penetrate the IDSS sales platform to maximize utilization for
both hotel partners and Explore Gwinnett; provide training as
needed
• Distribute quality ledds to hotel partners, strengthening lead
history for improved responsiveness
• Research sales tools and present best system for Explore
Gwinnett (BusinessWise, Hotelligence, etc.)
LEADGENERATION
20 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
950
2,780
1,404
2,2502,000
5,000
500
1,000
Infinite Energy Center
ChattanoogaConvention
Center
AlpharettaConference
Center
CobbGalleriaCentre
Columbus Convention and Trade
Center
TheClassic Center
GeorgiaInternationalConvention
Center
Jekyll Island Convention
Center
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 21
COMPETITIVE AND COMPARABLE DESTINATIONS
*Under construction
CITY CONVENTION CENTER EXHIBIT SPACE ROOMS
Gwinnett County, GA Infinite Energy Center 50,000 sf 950 rooms within 1 mile
Alpharetta, GA Alpharetta Conference Center 22,000 sf ballroom/exhibit; 2,780 rooms 44,000 sf total within 2 miles
Athens, GA The Classic Center 56,000 sf; 373,000 total 1,404 rooms within walking distance
Chattanooga, TN Chattanooga Convention Center 100,000 sf; 185,000 total 2,250 rooms in downtown
Cobb County, GA Cobb Galleria Centre 144,000 sf 1,500 rooms adjacent; 2,000 within walking distance
College Park, GA Georgia International Convention Center 150,000 sf; 5,000 Seat Arena* 5,000 rooms within 2 miles
Columbus, GA Columbus GA Convention & Trade Center 182,000 sf 500 rooms within 1 mile
Jekyll Island, GA Jekyll Island Convention Center 128,000 sf; 45,000 sf ballroom 1,000 rooms within 1 mile
SALES
22 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
GWINNETT SPORTSCOMMISSION
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 23
The Gwinnett Sports Commission (GSC) was founded in 2003
and serves as Gwinnett County’s official sports marketing
organization. 2017 proved to be an exciting year for the GSC,
and we anticipate hosting several new events in 2018.
In 2017, the GSC partnered with Gwinnett County Parks and
Recreation (GCPR) to purchase temporary fencing to expand
tournament options at Bethesda Park. This purchase allowed
GCPR to convert three of their baseball fields to softball,
creating a tournament-like facility and allowing GCPR to host
seven new USSSA Fastpitch tournaments.
The GSC also works closely with the Infinite Energy Center,
Suwanee Sports Academy, Georgia Gwinnett College,
Gwinnett County Public Schools and other private/public
facilities.
In 2018, the Atlanta United 2, the reserve team of Atlanta
United FC, will call Coolray Field home. The Atlanta Havoc
Arena Football team began their inaugural season in March
2018 at the Buford Arena. These two new teams join a line
up of seasoned professional teams in Gwinnett including the
Gwinnett Stripers, the Georgia Swarm, the Atlanta Gladiators
and our PGA Champions Tour event, the Mitsubishi Electric
Classic.
$4,010,994 REVENUE IMPACT
GENERATED
+17KROOM NIGHTS
41EVENTS
24 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
Increase in website users
Followers Followers Followers
+33% +12% +48%
+235%The sports commission launched a new website in May of 2017. Some of the improved features include
a news & media section, as well as a list of events. The website has seen a 235% increase in users over
the past year. One of the most visited pages of the website is the venues page, which includes profiles
for the top venues in our county.
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 25
GWINNETT SPORTS COMMISSION
EVENTS: In 2017, the Gwinnett Sports Commission partnered with
Oxford College at Emory University to host the NJCAA
Women’s Golf Championships. This event brought in 200
athletes and fans, as well as 325 room nights to the county.
The GSC continued its partnership with some major youth
events including Perfect Game (baseball), FBU (football),
the Generation Adidas Norcross Cup (soccer) and the Nike
Memorial Day Classic (basketball). New events, such as the
Mark Trail Memorial Day Meet, the Edge ATA Martial Arts
Tournament and the Big South Shootout also called Gwinnett
home over this past year.
GOALS:• To strengthen the relationship with the local high schools, in
hopes of creating more facility opportunities for events
• To engage more followers/users on social media through the
use of interactive media campaigns
• To create a larger presence in the Gwinnett community
through grassroots marketing
• To increase partnerships with local businesses through the
use of microsites and GSC sponsorship packages
• To bring in 4 new 300+ room night signature events for GSC
in 2018
• To implement plans and design process for a dedicated
tournament facility in Gwinnett
• To continue efforts in making the Mitsubishi Electric Classic a
top 5 attended event on the PGA TOUR Champions schedule
26 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
OBJECTIVE: Increase Gwinnett’s presence in the film + TV industry through
aggressive location marketing, extensive photography library,
public speaking and maintaining strong studio, production
house and industry relationships.
MARKETING STRATEGIES:• Continue to expand and update the Georgia Dept of Film
and Entertainment “Reel Scout” image library, as well as our
“Locations Hub” photography database
• Expand and increase regular speaking engagements on the
value/impact of film and TV to Gwinnett County
• Work with our city/county partners to improve
communications/resources for our location managers and
productions
• Explore Film App for Permitting Process
• Strengthen actual production image database for marketing
uses
EDUCATION: • Continue to educate/communicate with current and future
locations on importance of permitting, notifications, and
communications to ensure successful productions
• Support legislative efforts to maintain the film and TV
production tax incentive
• Expand efforts for comprehensive tracking of revenue / value
of film/TV to culminate in an economic impact report
CAMERA READY GWINNETT
REVENUE STRATEGIES: • Continue to focus on increasing permits by 10% over 2017 –
110 permit goal for 2018
• Expanding key location database for missed opportunities
(warehouse, hospital, schools)
• Increasing awareness of local industry partners for
productions – regular updating of Vendor Handbook for
studios
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 27
OBJECTIVE: Increase cultural arts as part of destination appeal, support
arts organizations and creation, and development and
implementation of new ARTS + CULTURE grant program in
2018.
STRATEGIES:• In partnership with Gwinnett County, development, creation
and implementation of a new, $200,000 grants program for
non-profit, Gwinnett County based arts organizations
• Grow “Artober” to possibly
include an educational
component for artists, increase
partnerships with marketing
savvy arts organizations (i.e.
Aurora Theatre, North Gwinnett Arts Association, etc)
• Enhance and expand arts/entertainment events and listings
on our Exploregwinnett.org website, social media and blog
posts
• High level promotion of the arts + nightlife community via
Exploregwinnett.org website and the “Explore Gwinnett”
Visitor Magazine
CULTURAL TOURISM
ART & CULTURAL TOURISM
28 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
MARKETINGCOMMUNICATIONS
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 29
MARKETING COMMUNICATIONS
OBJECTIVE: Increase public awareness and press coverage for Gwinnett as
a destination.
STRATEGIES:• Work with Laurie Rowe Communications (LRC) to develop
four (4) professional media FAM trips to generate coverage on
Gwinnett’s cities, downtowns and culinary scenes
• Continue to look for relevant awards to celebrate our
marketing efforts and programs
• Target key journalists through international marketing
coordinator to highlight/promote our Korean dining initiative,
“Seoul of the South”
• Strengthen Explore Gwinnett’s video / B-Roll library for easy
media usage
• Utilize Cision Media database to support hospitality partners
in increasing destination media coverage
• Develop bi-monthly PR reports using Cision
• Work with Gwinnett County to support the 2018 Bicentennial
Celebration
• Secure at least three pieces of city-focused PR coverage
PUBLICRELATIONS
30 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
OBJECTIVE: In partnership with Paramore, our digital agency, utilize
digital marketing as highly targeted, cost-effective method to
increase conversion-based sales leads and website traffic
STRATEGIES:• Attain an eight-point average for the weekly Love, Gwinnett e
newsletter
• Increase website sessions, users and page views by 15%
• Convert to conversion-based ads (where applicable)
• Create and execute engaging email strategies for Seoul of the
South, Artober and Burgers + Brews
• Continue to work with Paramore to optimize and update the
website based on analytics and visitor patterns
• Conversion based, multi-platform digital campaign for
Reunion, Wedding and Leisure Travel Markets, as well as
ARTober, Events Calendar and Search Engine Optimization
(SEO)
• Create collateral and landing pages to coincide and track
advertising effectiveness
ENEWSLETTER
DIGITALMARKETING
7.4Explore
Gwinnett Score
15.5%Explore
Gwinnett
60+e-newsletters in 2017
20.6%Explore
Gwinnett
7.1Community
AverageScore
15.8%IndustryStandard
7.8%IndustryStandard
My Emma
Average Open Rate
Average Click Through Rate
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 31
MARKETING COMMUNICATIONS
Number of times #ExploreGwinnett has been
used on Instagram
Number of engagements from top Instagram post
Engagements
TOP 2017 INSTAGRAM POST
Our IG page is catching the
attention of some major influencers!
FACEBOOK TWITTER
7,500 954
+113%+10,000
Clicks on our FB content Clicks on URLs postedViews on our FB videos
Increase in engagement
Engagements
+17,000 2,500
77% 3.5M
+92,000+120%
+8,000Female audience Impressions in 2017
32 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
SOCIAL MEDIA
Followers
CURRENT: 22,936GOAL: 25,000
CURRENT: 6,491GOAL: 7,500
CURRENT: 6,301GOAL: 8,500
Followers Followers
+18% 14% 46%
INCREASE OVER 2017
OBJECTIVE: Continue to use Social Media to drive website traffic and awareness of Explore Gwinnett produced events.
EXPLOREGWINNET.ORGUsers Sessions Page Views
179,453 246,809 507,699(from Jacey’s end of year analytics chart)
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 33
STRATEGIES:• Produce weekly three-day promotional features linking
people to that weekend’s calendar of events
• Continue to share lists and round-ups from “The Latest” blog
• Create one piece of engaging, evergreen content per month
(ex: Best Brunch Spots, Dog-Friendly Patios, Top-Notch Trails)
• Also use #LoveGwinnett where appropriate to boost
community pride and support Explore Gwinnett t-shirt
campaign
• Regularly promote all Explore Gwinnett PR success via social
media
• Continue to work with Paramore to produce relevant videos
for social media
CONTENTCREATION
MARKETING COMMUNICATIONS
OBJECTIVE: Continue to evaluate and improve Explore Gwinnett collateral
and publications.
STRATEGIES:• Expand our current distribution landscape for the Explore
Gwinnett visitor magazine, while also streamlining delivery
through contracted services
• Utilize Urban Enterprises for cost effective in-person
distribution at major visitor attended events
• Create expanded Seoul of the South guide and distribute via
website, tours, hotels and participating restaurants
• Continue to post magazine stories by accomplished
journalists to the website
• Continue to work with Explore Gwinnett sales department to
ensure consistent collateral branding, as well as creation of
new Gwinnett Bridal Planner
COLLATERAL + PUBLICATIONS
Contact Malinda Foster, Director of Sales
[email protected] | 770-814-6057
ExploreGwinnett.org
Located just 30 minutes northeast of Atlanta, Gwinnett offers unique venues to exceed your event expectations.
The county is home to 100 affordable, accessible, group friendly hotels. Many hotels offer welcome receptions, free
parking, complimentary breakfasts, shuttle service, pre-check-in, luggage service and quick accessibility to all the
exciting attractions and cultural highlights in Atlanta.
SEE ATLANTA. EXPLORE
GWINNETT.Dining. Shopping. Hotels. Golf.
34 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 35
To learn more and purchase tickets,visit SeouloftheSouthTour.com
Seoulsouthof
the
JOIN US FOR THE 2017
MAY 13 • JUNE 24 • AUGUST 19 • SEPTEMBER 30
KOREAN RESTAURANT TOUR
PRESENTED BY
OBJECTIVE: Continue to elevate and develop Seoul of the South (SOTS)
awareness, developing Gwinnett’s regional/national destination
as ethnic dining gem and creation of engaging culinary
initiatives
STRATEGIES:• Work with Paramore on Seoul of the South (SOTS) video
• Four SOTS Tours in May, June, August and September
• Invite at least one major influencer or blogger on each SOTS
tour. Support JS Kitchen in producing an English Korean
cooking class for influencers or bloggers
• Work with Gwinnett Place CID PR firm and LRC to capitalize
on PR opportunities
• Continue to promote SOTS blog as a resource for learning
about Korean culture in Gwinnett
• Continue to promote SOTS via State Culinary Guide, events,
website and social media
• Continue to educate relevant hotels on Korean food offerings
for hotel guests
CULINARYTOURISM
36 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
GWINNETT TOURISMEDUCATION PROGRAM
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 37
OBJECTIVE: The Gwinnett Tourism Education Program (GTEP) is
Explore Gwinnett’s hospitality education program,
designed to educate and elevate our hospitality partners
knowledge and understanding of Gwinnett’s downtowns,
attractions, entertainment, parks, history and heritage. More
knowledgeable industry professionals will provide a more
memorable visitor experience, as well as increasing awareness
of tourism in Gwinnett.
STRATEGIES:• Complete overhaul and re-targeting of e-mail database
• Conversion of GTEP database to the IDSS platform
• Utilize Explore Gwinnett’s marketing communications
department to enhance marketing through social media,
press releases and enhanced outreach
OBJECTIVE: Strengthen and enhance programming, speakers and
partnership development for GTEP
STRATEGIES:• Research other high-level CVB Hospitality Education
Programs to incorporate best practices, new programs,
tiered programs and other initiatives (one-on-one meetings,
conference call, other program attendance)
• Attend IDSS Training and Disney Institute of Training
• Meet with other high level training/leadership programs to
leverage potential speakers or partners (i.e. Glance Gwinnett,
Leadership Gwinnett, GLOW Gwinnett or others)
OBJECTIVE: Strengthen ongoing planning for program
STRATEGIES:• Target list of “goal,” high level speakers
• Craft detailed GTEP line-item budget
• Create/distribute survey for feedback from attendees/
graduates
GWINNETT TOURISM EDUCATION PROGRAM
38 3 2 0 1 8 S a l e s & M a r k e t i n g P l a n
BOARD OF DIRECTORSGwinnett Convention and Visitors Bureau
BOARD MEMBERS
Richard TuckerChairman Arlington Capital, LLC
Marcy AdamsVice-PresidentOperationsCrestline Hotels
Lynette HowardGwinnett CountyBoard of Commissioners
Bert Nasuti Secretary Thompson O’Brien, Kemp and Nasuti, P.C.
OFFICERS
Tommy HughesHughes Properties
Tom Martin
Dr. Daniel KaufmanCEO/President,Gwinnett Chamber
Norberto SanchezCEONorsan Group
Dr. Mark NewtonHospitality Consultant
Col. Art RillingEmeritus
Laura GramsAssistant Vice-President, Leadership and Organizational DevelopmentHCA Healthcare
Beth Hilscher City Council and Mayor Pro-Tem, City of Suwanee
Jace BrooksVice Chairman,Gwinnett County Boardof Commissioners
E x p l o r e G w i n n e t t | G w i n n e t t S p o r t s C o m m i s s i o n 4 39
Gwinnett Convention and Visitors Bureau +Gwinnett Sports Commission
Maurice OdomsWedding/Reunion Marketing SpecialistExplore Gwinnett
Suzanne CorbinAdministrative AssistantExplore Gwinnett
Lisa AndersExecutive DirectorExplore Gwinnett
Stan L. HallExecutive DirectorGwinnett Sports Commission
Malinda FosterDirector of SalesExplore Gwinnett
Cricket Elliott-LeeperEducation DirectorExplore Gwinnett
Susan Dargis Marketing CoordinatorExplore Gwinnett
Victoria J. HawkinsMarketing Communications DirectorExplore Gwinnett
Sondra Thomas-MooreOperations ManagerExplore Gwinnett
Preston WilliamsChief Executive OfficerExplore GwinnettInfinite Energy Center
Leigh Hooten Sales ManagerGwinnett Sports Commission
Bianca AdamsExecutive AssistantGwinnett Sports Commission
Kami LanghorneMarketing CoordinatorGwinnett Sports Commission
Sarah ParkInternational MarketingCoordinatorExplore Gwinnett
Anne ChenInternational/Association Market SpecialistExplore Gwinnett
Jessica WhittingslowMarketingCommunications ManagerExplore Gwinnett
STAFF
6500 Sugarloaf ParkwaySuite 200, Duluth, GA 30097
exploregwinnett.org | Gwinnettsportscommission.com 1-888-GWINNETT