Shelbyville Daily Union

Special Sections

January 22, 2010

Greater Shelbyville Chamber of Commerce Strategic Marketing Plan

(Continued)





RATIONALE

This year's efforts will primarily focus on maintaining and refreshing the web site. A minimum of two sections will be enhanced. The focus will be to increase the number of visitors to the website to make the site the first thought when consumers and visitors want to learn more about Shelbyville. A longer-range goal is to increase the website traffic and create advertisement revenue from local businesses.



GOALS

Develop downloadable photo gallery online

Increase traffic by 50%

Enhance opportunities for businesses to increase visibility



OBJECTIVES

Continue to be competitive in the Internet market

Continue to be a comprehensive web site for visitors planning trips to Shelbyville

Layout future phases of development for continued enhancement of the site



STRATEGIES/TACTICS

Build long-term traffic

Encourage visitor industry partnerships and create strong retail and other business information resulting in a more resourceful planning tool

Enhance site with additional sections and add more information to current sections

Provide more web advertising opportunities



TACTICS

Continue relationship with Shelbyville High School business classes

Optimize Shelbyvillechamberofcommerce.com for Search engines (make it more search engine friendly)

Complete search engine registrations and submissions on a regular basis

Maintain and update content, links, calendar and images on monthly basis

Capture consumer data for research tracking and future promotions

Continue to send monthly reports to businesses listed to track and determine success of web site



MARKETING STRATEGY: RESEARCH/EDUCATION PLAN



Ongoing visitor market assessments are critical for identifying efficient, productive program strategies for the Chambers efforts, and to ensure that marketing resources are used to maximize their return. These assessment must be worked on in cooperation with the City of Shelbyville, Shelby County Board of Directors, Army Corps of Engineers, and the Shelby County Office of Tourism.



GOALS

Conduct consumer surveys via email fulfillment lists

Conduct domestic product inventory

Continue to obtain marketing research



OBJECTIVES

Be knowledgeable of national, state and regional travel trends

Identify future opportunities for expanding the Shelbyville visitor base

Become aware of travel industry and programming changes and enhancements that include Shelbyville Chamber and the Office of Tourism



STRATEGIES/TACTICS

Prepare reports for internal and external use

Perform surveys and asset study to determine better use of resources

Conduct monthly email survey to consumers who requested information





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