CHOCVB Board Meeting Minutes 081920

Browse Search

3 | Page CHOCVB BOD Meeting August 19, 2020 We're doing it all programmatic so we can make sure that these dollars go as far as we can. We're also putting a boundary around these markets so the people in those markets are the ones seeing it outside those markets. We were only really paying for the people that we're trying to reach, which is a great way to extend our dollars as far as we can. Then we're partnering with local media, so right now, WRAL, the Daily Tar Heel, INDY Week and then also Walter Magazine are ones that we're partnering with. Here's a look at the media plan, so WRAL, INDY Week, Daily Tar Heel and Water magazine out over August and September, really breaking down with that twenty‐five thousand dollars, how it's being spent across the board. Then the direct media buys in our programmatic media plan. I think it's fantastic that there's a whole map that was drawn of Orange County and then each one of these little digital ads focuses on a different area. I’ll play Chapel Hill for you first. Then there’s another one for the Riverwalk. Then one last one for the Carrboro Farmer’s Market. These are all done in a variety of sizes to try and take advantage of the spaces that we can online. You'll also see Walter Magazine, we did a full page ad for Walter Magazine, that really highlights that entire map. It calls out some of the great destinations. There are opportunities here within this map and maybe even to get more detailed, some sections with some illustrations to try and extend the life of this into something else. How do we keep moving beyond what's here and leverage what we currently have to help get people in the local market to understand what all is in Orange County? Calling out many more destinations, things that people just realize that they're in their own backyard. We have that opportunity to call those out in a way that's engaging people and makes them see it differently than what they've probably seen it before. There is a landing page too so when you go to plan your day, there's a landing page that's been put up that helps you plan what it is that you want to do in Orange County. Whether you want to take tours, get outdoors, shop, dine whatever it is you want to do, there's a way to help you plan that day for you or two days if you're going for a weekend and a little staycation in town.  Previous marketing plan focusing on “Getting Back to Normal” shelved. We thought we’d be at a place with the virus that we could promote getting back to normal but we’re just not there yet. The real focus currently needs to be on how do we ensure our local businesses are getting the support they need to have as much business coming their way that we can get them. That’s going to come from the local market. We're highlighting different places within Orange County that locals may not know exist. For example, Riverwalk in Hillsborough. I'm sure there's a lot of people that don't know that Hillsborough has a Riverwalk. We are trying to drive people to day outings that hopefully, include a restaurant for lunch or dinner.  Jon Parker, Associate Design Director, Clean Design, Inc. Presented safety campaign.  Mark Sherburne, General Manager, The Carolina Inn Question on whether this current scaled‐back marketing program is costing us less so there are more funds available for when we need a ramp‐up marketing program? Also, what are the ratio of our expenses relative to the whole budget? Laurie responded that the current, scaled‐back, “Staycation” local promotion is funded through a grant the Visitors Bureau received from the County. In regards to expenses, salaries remain the same and are approximately a half million, which is about a third of our overall budget. Amount available for marketing is significantly less, about half of what we had last year. Therefore, our marketing is concentrating on messaging. We will not be doing as many publications. We will not print a 2021 DocuSign Envelope ID: A444BEDE-AA02-4EEC-B4D9-9471AF7E1380