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| Adventures in Northeast Ohio Newsletter |
January/February 2009 |
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Your Marketing Plan - A Year-Long Process
by Bob Yun
If you are on a calendar year, this years budget was probably finalized last October or November. With that budget you are now implementing the various components of your this years marketing plan. Want to simplify developing next years budget? Start planning next years budget right now. Here are a few suggestions.
As you go through the year, carefully observe your marketing efforts. Do they generate business? For example, do magazine or newspaper ads result in phone calls and business? Do mass mailings generate business? If so, what groups are booking and what are they doing? Any promising new ideas from FAMiliarization tours that might be developed into full-blown tours? How about new destinations generated during all those appointments at marketplace, such as Heartland Travel Showcase? Is membership in the local visitors bureau, chamber of commerce, regional or national tourism association worth the cost? If your marketing does not generate business from these activities should they be continued, changed, or eliminated next year?
During any typical year, a number of promising marketing promotions may arise that were not in the budget. In some cases, these unexpected opportunities are too good to pass up. If you can't afford that unplanned cost this year, how about next year? Are there any possibilities for partnering or co-operative marketing? Lay the groundwork this year. Are you planning to establish or expand niche marketing such as senior citizens, corporate, student/youth, family reunions, meetings or conferences? Start the research this year and budget next year.
Can you do more business with your current clients? Long-time clients can be a great source of ideas for new tours. Start planning those new tours this year so they can be included in next years marketing budget. Any trends such as family reunions or performing student groups? Are these areas worth a little research for possible inclusion in next years promotions? Do you think there is potential to expand your business in another part of the region or state by conducting a sales blitz or attending a regional marketplace? Start planning now.
Are clients asking for tours you don't currently offer such as behind-the-scenes, hands-on or educational tours, soft adventures like white water rafting or hiking, etc. Any special events such as a Broadway play, Tall Ships, Vatican Treasurers, a Titanic or other traveling exhibit scheduled for next year? Take advantage of this potential business by planning this year.
Just because this years budget is final, developing your marketing plan does not start in the fall. Effective marketing plans are developed all year long. This year get in the habit of helping yourselves by laying the groundwork for next years budget throughout the year. It will help your long-term bottom line and can simplify your budget planning process.
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Dear Adventures in NE Ohio Members,
It's an interesting road that leads us to the places we go in travel, as well as in life. If twenty years ago someone would have told me I would be President of a Tourism Organization I would have laughed. My background was solidly in education. After 13 years as a teacher, I took a job in the Educational Dept. of Lake Metroparks. I saw a posting asking for help for the Holidays, to work with the motorcoach groups that came to the park for County Lights. Since I was pretty experienced with getting people on & off buses, pointing out the nearest restroom and talking loudly, I figured it was something I could do. J After that humble beginning, I was drafted full time to the Sales & Corporate Services Dept. and began working with Pam Sabo, a wonderful mentor and a dear friend. With her I began going to WRTC meetings and getting more involved in the "tourism world." In 2001 I was honored to be asked to take over a Board position. That was almost eight years ago, and thanks to a wise person, who incorporated "term limits" for the Board many years ago...my time on the Board will be drawing to a close at the January Meeting. I can't begin to tell you how much I have learned over the past eight years. I have worked with fabulous people throughout those years and have tried to learn something from each one of them. I know we are all so busy in our jobs, but I encourage all of you to become involved. Adventures in NE Ohio is full of professionals that can provide you with support and networking to help you grow personally and professionally. In those eight years I moved into a managerial position at the park, and left there when I was offered the opportunity to become the first Director for Geauga County Tourism. I want to thank all of our members, our Board, and Mary Olah for the great memories and the opportunity to become one of the "old timers" in tourism. And a special thank you to all of you still stuck on the second sentence thinking, "Twenty years ago? She would have only been nine years old!"
Happy New Year,
Lynda
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An the Winner is...
2009 Neil Zurcher Scholorahip
Adventures In Northeast Ohio was proud to honor Jacob Fradette with our 2009 scholarship. Given this year in the name of our Excellence Award Winner Neil Zurcher, was a $1,000 scholarship. Jacob is a second year hospitality student at Lakeland Community Collage. He is the president of the Travel and Tourism Club at Lakeland and works as a concert promoter in the summer. Jacob was recommended by the program director at Lakeland and sets a great example for his fellow classmates. Please join the rest of Adventures in Northeast Ohio in congratulating Jacob on his selection as the 2009 scholarship recipient!
"I would like to thank the Adventures in Northeast Ohio Scholarship Board and all of its members for taking the time to read my letter and for awarding me the one thousand dollar scholarship. I would like to apologize for not being able to make it to the December 2nd meeting. Unfortunately, I had a meeting involving Lakeland and a possible internship offer. I talked with Mr. Winchell and expressed my happiness about the Scholarship and asked him to pass along my deepest thanks. The award will definitely make a difference in helping me achieve my educational goals."
Sincerely,
Jacob Fradette
Lakeland Community College
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AINO - THE PLACE 2B
Start the New Year off right with Jim Smith, the Executive Happiness Coach with tips for holding on to a positive attitude in a turbulent world. Jim will be our speaker at the January 6th meeting at The Rock and Roll Hall of Fame. Guided tours of the Rock & Roll Hall of Fame will be available after the meeting. When making your reservation for this please advise if you wish to take the tour as the Rock Hall is requesting a head count. We will have an additional board meeting for the new board after the conclusion of our regular meeting.
The meeting for February 3rd will be held at Northfield Park. Past AINO/WRTC presidents will be honored and another fun filled White Elephant Raffle will be held....so save those "not quite right" holiday gifts to donate because one mans trash is another mans treasure!
March 3rd will be a Super Networking meeting held at the Cleveland Airport Marriott. Bring your business cards and current collateral and brush up on your latest sales pitch by promoting your venue to current members.
Save the above dates because if you miss a meeting...you miss a lot!
Future events are subject to change so details for each will be sent out closer to the actual date. |
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Need Help?
We're here for you!
The Mentoring Committee is available to all members. If you need help, suggestions, guidance, etc, please feel free to contact anyone from the list below:
George Hoy - The Inn at Brandywine Falls (330.467.1812),
Lynda Nemeth - Geauga County Tourism Council (440.632.1538),
Dan Hostetler - Medina County CVB (330.722.5502),
Pat Dowling - City Visitor Magazine (216.661.6666),
Sherry Gesquiere - Fidelity Tours (330.833.7700),
Sharrona Burns - Rock & Roll Hall of Fame (216.515.1945),
Lisa Kusner - Aurora Farms Premium Outlets (330.562.2000),
Bob Yun - The Ideas Guy (440.324.2341),
Donnie Winchell - Ohio Wine Producers Association (800.227.6972),
Colleen Grey - Nautica Queen (216.696.8888). |
Membership
The 2009 membership renewal forms have been sent out. Please take time to complete and return with your membership dues. Adventures in Northeast Ohio derives most of its operating dollars from the dues that the membership pays. The Board is putting together new opportunities for the membership in 2009 and look forward to promoting all of Northeast Ohio. If you know of an other organization that you think should be contacted to become a member please email Amy Rutledge at amyk@carrollcountyohio.com or Mary Olah at info@adventuresinnortheastohio.com.
Why Renew? Collen Grey's preentation at the December meeting focused on what an AINO membership can do you you! Here are teh top 13 reasons for you to renew:
1. Northeast Ohio Promotional Map - Focus on leisure market, listing included with membership
2. Discounted Rack Cards - Drives traffic to website, opportunity to offer discounts
3. Representation at Tradeshow - Your voice at Heartland Travel Showcase
4. Bi-Monthly Newsletter - Professional growth info, stay up to date on committee activities
5. Professional Development - Almost every meeting has an educational component!
6. Showcase your Place of Business - By hosting a meeting, you have the opportunity to showcase your place to your fellow members who will become customers!
7. Mentoring - Seek advice and gain knowledge from long time tourism industry professionals
8. Sales Blitz & Co-Op Advertising - Expand your advertising budget with these great "pay to play" opportunities
9. Website - Contact info listed, link to your site website availabe for group and leisure travelers
10. Electronic Profile Sheets - Geared towards the group tour market
11. Professional Recognition - Excellence Award & Scholarship Award
12. Membership Directory - Fellow members info at your fingertips
13. Networking - Hobnob with your fellow wizards |
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On the Road Again!
Adventures in Northeast Ohio is taking a "road trip" and we're looking for partners. Actually, it's our annual Sales Mission to introduce our organization, our new brand AND our own venues to travel professionals in the leisure and group markets. We're chartering a motorcoach and will personally call on AAA's, tour operators and travel agents in North Carolina.
Here are the details:
Sales Mission Dates: March 23 - 26, 2009, Monday through Thursday.
Target Region: North Carolina
Plan is to travel south on I-77 to North Carolina. We'll make sales calls with pre-arranged appointments on Monday afternoon, Tuesday, Wednesday and return home on Thursday. There is a potential for a dine around with tour operators on one of the evenings.
Cost: For budgeting purposes, allow $750. This covers charter coach transportation, driver's room, meal and tips. We will work to get a group rate for hotel rooms or assistance from one of our member hoteliers. Meals are at your own expense. We will be able to determine the final cost when we know how many participants we have.
Departure: Monday, March 23rd: Two pick up stops:
1. Approx. 6:15am - Independence area or other general location.
2. Approx. 7:15am - Canton area
Return: Late evening, March 26th.
We only have a few spots to fill, so don't delay. Get involved and get active to reap the benefits of your membership in Adventures in Northeast Ohio!
Sales Mission Co-Chairs:
Allyson Bussey
Canton/Stark County CVB
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It is membership renewal time! if you haven't received your membership packet or have any questions on how your organization will benefit by rejoining please give me a call at 877-869-9911. To be included in the membership directory, I will need your dues by January 31st. Also, keep in mind that the prepay lunch program is a great hassle free way to pay for your lunches. No need to get reimbursed or wait in line! I wish you all a happy healthy new year!
Mary Olah
Adventures in Northeast Ohio |
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