Shelbyville Daily Union

Special Sections

January 22, 2010

Greater Shelbyville Chamber of Commerce Strategic Marketing Plan

(Continued)





OBJECTIVES

Increase awareness of the Chamber's efforts and programs

Position the Office of Tourism as the official destination marketing organization

Increase and maintain Chamber and Office of Tourism staff product knowledge to enhance and strengthen marketing efforts

Keep visitor industry businesses and organizations informed of the opportunities and efforts made by the Chamber to accomplish marketing goals



STRATEGIES/TACTICS

Develop and distribute press releases on the Chamber to local and regional media and associations a minimum of six times per year

Produce a What's New press release to be emailed to a database of tourism partners

Consider working with city and county officials to create a Tourism Economic Impact Study, Visitor Profile Study and ongoing tourism research



Media Relations

Publicity Development



The strategy for publicity development is to target key travel writers and provide them with the information and materials necessary to generate features on the Greater Shelbyville area as a visitor destination including:



Fulfilling all media inquiries about the Greater Shelbyville area and the surrounding area

Tracking and evaluating the results of media relations and publicity development

Providing thorough, efficient and timely responses to inquiries by travel and trade media

Maintaining a database of all media contacts

Clipping articles and maintaining files of articles generated through the Chamber public relations efforts

Conduct Journalist Familiarization (FAM) Tours in cooperation with the Office of Tourism



Community Relations



Communications

This is a primary tool for publicity in the local market. Monthly articles should be written in for our local print and internet media outlets. Weekly email blasts are to be sent to each member. We will also make contact with each member on a quarterly basis, face-to-face, to check on their well-being and to take suggestions on improvements.



MARKETING STRATEGY: COLLATERAL/FULFILLMENT PLAN



The Chamber Collateral/Fulfillment Plan, in cooperation with the Office of Tourism, will provide comprehensive information to the potential visitor about the Greater Shelbyville area and Shelby County. Editorial content and detailed information on services and attractions creates resource tools (collateral) promoting the Greater Shelbyville area as a visitor destination. Fulfillment involves getting and processing visitor inquiries, then tracking that information for statistical analysis. In support of these purposes, the plan has the following program areas:

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