Shelbyville Daily Union

Special Sections

January 22, 2010

Greater Shelbyville Chamber of Commerce Strategic Marketing Plan

(Continued)





Motivating vacationers to travel to and within the Greater Shelbyville area for overnight stays of 2+ days.

Encouraging residents to check out offerings from local retailers and restaurants before traveling to other towns for goods and services.

Motivate domestic tour operators to include the Greater Shelbyville area as an overnight program

Motivate pre/post special event and holiday travelers to include the Greater Shelbyville area as part of their travel experience. Special events include: Memorial Day weekend, Fourth of July holiday activities, Labor Day weekend, Scarecrow Daze, Shelbyville Festival of Lights, ect.

In support of these objectives, the plan is divided into four areas:

Advertising

Public Relations

Collateral/Fulfillment

Research



MARKETING STRATEGY: ADVERTISING PLAN



The Greater Shelbyville Chamber of Commerce advertising plan has been designed to enforce the awareness campaign for the Greater Shelbyville area. It will focus on continued positioning of the Greater Shelbyville area in our primary and secondary markets.



OBJECTIVES:

To generate awareness of the Greater Shelbyville area destination brand position

To educate retailers on the benefits of diversifying products and services

To increase the number of Greater Shelbyville area leisure overnight stays

To concentrate efforts towards increasing visits midweek and during the off-peak (November - February)

To increase traffic to the Greater Shelbyville area from those visiting Lake Shelbyville



STRATEGIES:

To entice the target market to visit by luring them with the many things to do in Shelbyville

To offer reasons for multiple overnight visits

To feature various visitor venues and activities within the area

To develop a marketing budget in cooperation with the Office of Tourism, City of Shelbyville, and Shelby County Board of Directors



TACTICS:

To create and implement a Greater Shelbyville area awareness campaign in cooperation with the Office of Tourism, City of Shelbyville, and Shelby County Board of Directors

To develop and implement media plan (see media strategy section)

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