Shelbyville Daily Union

Special Sections

January 22, 2010

Greater Shelbyville Chamber of Commerce Strategic Marketing Plan

(Continued)



Strengthen, support and complement the overall Chamber Strategic Marketing Plan by obtaining public relations coverage with key media too expensive to buy as part of the advertising budget

Work with other neighboring Chambers of Commerce to build awareness of the Central Illinois area

Motivate Illinois residents to travel to the Greater Shelbyville area

Encourage residents outside Illinois to travel to the Greater Shelbyville area



STRATEGIES

Develop contacts with local, regional, and target market print and electronic media

Work with the Office of Tourism to organize and escort tourism directors and tour company owners in and around the Greater Shelbyville area

Feature various visitor venues and activities in the Greater Shelbyville area through press releases and media alerts.

Provide press releases, media alerts, and interview opportunities relating to Greater Shelbyville area marketing promotions to local, regional, and out of state media.

Continue building and maintaining strong relationships with local and regional journalists.

Writers will be invited to experience the Greater Shelbyville areas special events and festivals.



TACTICS

Create and update media resource database

Identify, network, and participate with the Illinois State Tourism Office and PR professionals within the state.

Work with the Office of Tourism and the Army Corps of Engineers to develop individual press trips that highlight the demographics of specific media targets

Develop and distribute press kits and specialty media mailings

Work with local Chambers of Commerce and the Office of Tourism on familiarization tours



Community Relations



Target: Greater Shelbyville Area/Shelby County Residents and Chamber Members



RATIONALE: The Shelbyville Chamber of Commerce, Shelby County tourism industry and the Shelby County Office of Tourism need to understand and support each other in order to ensure that the Shelbyville Chamber of Commerce is developing and executing strategies that best promote Shelbyville and Shelby County as a visitor destination. It is important to increase awareness among Shelbyville and Shelby County residents of the importance of the visitor industry to the Greater Shelbyville areas economic vitality and highlight the role the Chamber plays in bringing travel business to Shelbyville and Shelby County.

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