Plan the Work & Work the Plan

Keeping

The

Train

On

The

Tracks

PLAN THE WORK &

WORK THE PLAN

THE 4 SEASONS OF ETN - TOURISM

Holidays Impact – FIT - Travel & Tourism

FEDERAL HOLIDAYS 2013 –VS- 2014

MARKETS WHO TRAVEL - SPRING

January - April • Associations

• Church

• Convention

• School

MLK Day, Presidents Day & Memorial Day

MARKETS WHO TRAVEL - SUMMER

May – August • Associations

• Church

• Convention

• Corporation

• Reunion

• School

Spring Break & Summer Break are in SUMMER

MARKETS WHO TRAVEL - FALL

Sept. – October • Association

• Church

• Corporation

• Reunion

• Senior

Labor Day & Columbus Day – LEAVES CHANGE!!

MARKETS WHO TRAVEL - WINTER

Nov. – Dec. • Church

• Corporation

• School

• Senior

Veterans Day, Thanksgiving & Christmas – SNOW!!

WE ARE GOING TO MOVE LIKE

FREIGHT TRAIN

PLAN THE WORK… WORK THE PLAN…

Area Intercept Markets

Cabin Rentals

Gas Stations

Hotels

Time Share / OPC’s

VIP Program

Group Markets

Association

Church

Convention

Corporate

Reunion

School

Scouts

Tour & Travel

MARKETING & SALES ACTION PLAN

ales Action Plan

Area Brochure & Discount Routes

The cabin market accounts for

approximately 45 % of the lodging needs

in the Great Smoky Mountain Market.

CABIN RENTAL

2013 Actual 207 Locations

2014 Goal 244 Locations

If goal is met @ 100% = market penetration by + 17.8%

Objective To create an area endearment

program and increase distribution points by at least15%

Strategy To strategically target successful cabin rental programs that will sell vouchers, wrists bands

or distribute discounts & or become a package/partners in online marketing.

CABIN - OBJECTIVE & STRATEGY

Action Required Start - Date Responsible End - Date

Access 2012-13 list of Cabins break down

by company and location, I.e. city. Acquire

list of companies from County Clerk.

9/1/13 Carl 9/14/13

Create buy 2- get on free intercept piece,

Get with creative designer and lay out

graphics for a 4x6 intercept piece

10/1/13 Carl / Rich 10/14/13

Printing Quotes 10/1/13 Rich 10/14/13

Print & Roll Out 1/10/14 Carl / Bob Ongoing -14

Ride along with Bob, area rout driver

observes daily interactions with frontline

workers. Hot spots PF - Hot Spots GAT

2/15/14 Carl / Bob 2/17/14

CABIN - PLAN PRINT & DELIVER

TRAINS THAT GET SIDE-TRACKED

Soliciting Church Groups

Church - Youth groups tend to travel late

October–February & still plan

90–120 days out.

CHURCH GROUPS

Church Group Fall Winter

2013 Actual 1,450 People

2014 Goal 2,450 People

Objective To Increase Paid attendance and spread word of mouth message “Exciting Experiences” as a

MUST- Do

Strategy Package with lodging companies &

Convention Centers - offer opportunity to allow groups to use the upper deck or by the

river for Sunday Morning Prayer Devotional

CHURCH – OBJECTIVE & STRATEGY

What can you offer that is …Unique?

Action Required Start - Date Responsible End - Date

Acquire list of Church’s’ that are Pre-

booked for 2014 Contact area Hotels

Cabins, Convention Centers.

5/1/13 Rich Ongoing 2013-

14

Begin calling last yrs. Church leaders 6/2/13 Rich 7/15/13

Purchase New Direct Mail list 6/15/13 Rich 6/22/13

Develop Direct Mail Piece 7/1/13 Tom / Rich 7/8/13

Develop E-Mail Piece 7/1/13 Tom / Rich 7/8/13

Printing Quotes 7/1/13 Rich 7/10/13

Drop Mailing 7/15/13 Rich /Mail Co 7/15/13

Send E-mail 7/22/13 Rich 7/22/13

CHURCH GROUP ACTION PLAN

TARGETING FALL 2013 - SPRING 2014

THE TRAIN IS ON THE TRACKS

KEEP UP THE MOMENTUM!

Thank you

For Your Time & Attention