Building Better Stakeholder Relationships - Webinar

Building BetterStakeholder RelationshipsStakeholder Relationships

Panelists Moderator

Joy Lin

Valencia BembryDirector of Accreditation Programs, DMAI

Joy LinContent Manager, DMAIMichael Brown

Director of Development & Public Affairs, Experience Columbus

Goal:Make sure your destination is business ready.

Our primary focus is tourism marketing and sales, with advocacy being our second-level priority.

Step 1. Target Your Stakeholders

Stakeholder BucketsGovernment

• City

Community Partners

• Business

Industry Partners

• Airport Authority

Stakeholder Buckets

• City• County

• Business Organizations

• Chambers of Commerce

• Airport Authority• Lodging

Associations• Restaurant

• Economic Development Agencies

• Arts and Cultural

Associations• Convention Center• Sports

OrganizationsOrganizations

Organizations

MediaMedia

Step 2. Prioritize Your Relationships

Power-Interest MatrixPower Interest Matrix

Keep Satisfied Manage Closely

Pow

er

Monitor Keep Informed

P

Interest

Step 3. Show the Potential

Example:Example:

Step 4. Make a Plan

ExampleExample

Step 5. Cover Your Channels

Engagement MethodsEngagement Methods

Digital Resources Community Building

• Talking Points, Letters, Editorials• Video Testimonials• Email newsletters

• Annual Meetings• Travel Rally Day• Networking Receptions

• Infographics

Ed ti E ti

Media

Education

• Themed Networking Events• Experience Creation

Execution

• In-person meetings• Boards of Directors

• Tourism Ambassador Programs • Project Management• Annual Report

Example

The Journey from $6.4MM to $11.3MM…The Journey from $6.4MM to $11.3MM…

Educate:  They really don’t knowEngage:  They will start to careEmbrace:  There are unexpected allies to bring inEnact:  Make big change official, don’t focus on 

temporary gainEnjoy: This is a process, it will take time

We are the fun part of economic development… and we show how investment brings a return.

AccreditationAccreditation

180 Official DMOs58 Mandatory Standards58 Mandatory Standards30 Voluntary Standards

• Eligibilityg y• Application Timeline

Next: August 1 – September 30, 2014

• http://bit.ly/DMAIDMAP

Valencia Bembryb b d i i k [email protected]