Review the marketing methods and results of year past in an attempt to illustrate what has worked and what needs to be improved with the new year’s approach. Create a first section of your marketing plan titled “Past Campaigns”. List the campaigns that have resulted in increased visits and use of your travel destination separately from those that have failed, along with their cost and some suggestions about possible impovements.
Research current market trends in tourism to gauge the climate in which you will be advertising. Review the successo and failures of your competitors so you don’t repeat any mistakes made but can capitalize on any successful initiatives. Analyze the geographic areas and demographics you wish to target with your marketing.
Lay out the strategies you favor to market the destination. These strategies should be broken down into categories like online marketing, print marketing and partnership marketing, for example. Call the section “Marketing Strategies” and use it to describe the purpose of each strategy as compared to the others, the intended audience and reach, and the potential benefits of each method.
Describe the goals of your approach in the fourth section of the plan, “Objectives”. Here you describe the intended market placement of the destination itself, growth goals over the short and the long term, and financial goals regarding return on the overall marketing investment. These projections should be based on past performance and should highlight the cost of each initiative versus its potential return.
Break down the strategies portion of your plan into individuale marketing campaigns in the fifth section of your plan, which you should label “Initiatives”. List each specifiche funded program that will be undertaken as parte of the year’s marketing for the destination. This includes everything from internal website postings to mailers to major televisione and launches. Each listing should include a descriptions of the initiative, cost analysis, projected audience and potential return figure. List the theme of each campaign and if possible, include some copy and or samples of the ads themselves to best convey the concept and allow for fine tuning and adjustment.
Close your plan with a detailed schedule of all marketing for the entire year to come with specific dates for each initiative to be run. Timing can be the most important aspect of any marketing piece, so plan your dates wisely based on the product or destination you are selling, the high and low travel seasons, any holidays that may come into play and the goals you are trying to reach at certain points throughout the year.