2021 Marketing Plan Final

D E S T I N AT I ON S A L E S

GROUP BUSINESS DEVELOPMENT • Provide our partners with group leads fromeachmarket segment. • Rebook lost/cancelled group business. • Generate yearly signature events for the new Turf Fields. • Discuss attrition/slippage upfront to avoid reducing roomblocks. • Carry a consistent message throughout the year at each event we attend. • Managing and retaining our relationships with existing clients. • Finding new customers to increase our client base. • Understanding the hybrid meeting world to help our partners and our customers. • Providing meaningful incentives to win group business.

STRATEGIC PLANS

Target Associations:

ADVERTISING/MESSAGING Our messaging strategy will be targeted to decision makers that are currently producing group room night leads and to new planners who have never considered Cabarrus County before. The creative will be on brand, and it will be scheduled to create a year- round presence. Outlets will be 90% web related and 10% print. Target Markets: • Sports Rights Holders • 3rd Party Meeting Planner • State Associations • Religious Meeting Planners LOST BUSINESS AND LOST OPPORTUNITIES Revisiting lost opportunities and contacting previous customers with new and exciting offers that encourage them to rebook groups in FY22 and future years. MEMBERSHIPS The CVB Sales and Services team are members of professional in- dustry organizations, and we will continue to support those organi- zations again this year. We will be committee members and board members and help the organization achieve the goals they have set out to accomplish. We will also use this opportunity to build new relationships with members and secure new group business oppor- tunities for the destination.

• Association Executives of North Carolina • North Carolina Sports Association

• Meeting Planner International – Carolina Chapter • Religious Conference Management Association • Society of Government Meeting Planner NC Chapter • American Bus Association

FAMILIARIZATION TRIPS Our mission is to execute four race-based familiarization trips to

the destination in FY22. Invitees will include:

• Sports Rights Holders • Religious Conference Planners • State Associations Planners • 3rd Party Meeting Planners • Local Rights Holders

SITE VISITS Plan for and execute full blown destination site inspections for planners considering the destination for groups. We will use our destination suppliers to showcase the destination and provide them with a culinary experience to help close the deal.

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