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RLACC 2019 Business Plan: Visit Rogers

Posted by: JustinFreeman on Monday, March 4, 2019

As seen in the March edition of the Chamber Voice, the 2019 Business Plan was created to introduce you to the Strategic Plan’s Critical Success Factors and supporting Program of Work. Our mission is “to be the voice of business, to promote and initiate responsible economic growth, and to address community challenges in the Rogers-Lowell Area and region.” We’re celebrating our 97th year as the premier advocacy organization for business and we take our leadership role of being the Keeper of the Community Vision and Voice of Business seriously.

To accomplish our mission, we’re growing business and building community through mission-based strategic focus areas and increased collaboration with our members, partners and investors. Strategic areas of focus include economic development, downtown development, workforce recruitment and retention, government affairs, small business outreach, destination marketing, community education and leadership programs, and long-range community planning to improve quality of life. Below is the Business Plan for Visit Rogers.

Visit Rogers

Visit Rogers impacts the local economy and community by attracting conventions, sports and tour groups, and leisure visitors to Rogers, growing hotel, restaurant, and retail business and adding to the quality of life of our residents.

Strategic Focus Areas:

  • Improve quality of life for residents through increased tourism economic impact
  • Attract seniors, baby boomers, Gen Xers, Millennials and Gen Zers to live, work and play in Rogers
  • Grow awareness of Rogers brand as world class destination to live, work and play
  • Grow hotel occupancy through filling end of week need periods with flexible group business
  • Be the voice for enhanced quality of life to visitors, residents, business, retirees and relocators
  • Position Chamber and Visit Rogers as conveners, keepers of the vision, and the voices for business and tourism

Division Goals:

  • Market Rogers as a Premier Destination for Leisure Travelers, Conventions and Sporting Events

SMARTY Objectives:
1. Increase visitation to Rogers hotels through aggressive sales and marketing strategies targeting meetings and conventions market.

Actions (Strategies and Tactics):
-Build relationships with meeting planners through regular attendance at ASAE and PCMA Heartland Chapter events
-Conduct face to face sales calls with planners at Helms Briscoe Annual Business Conference, CONNECT  Association and CMCA Conference.
-Prospect for new business through CVENT database, association websites and MINT.
-Generate three meetings focused e-newsletters containing engaging content targeting planners
-Explore geofencing opportunities at significant gatherings of targeted meeting planners

2. Increase visitation to Rogers hotels through aggressive sales and marketing strategies targeting sports events market.

Actions (Strategies and Tactics):
-Conduct face to face sales calls with sports events planners at NASC, TEAMS and SPORTS conferences.
-Prospect for new business through CVENT database, association websites and MINT.
-Generate three sports planner focused e-newsletters containing engaging content targeting planners

3. Increase visitation to Rogers hotels through aggressive sales and marketing strategies targeting the leisure travel market.

Actions (Strategies and Tactics):
-Publish six leisure market e-newsletters containing relevant, searchable and engaging content focusing on activities in Rogers
-Engage leisure travelers through engaging social media presence on Facebook, Instagram and Twitter
-Geo-target leisure travelers in top feeder cities within a 250-mile radius of Rogers
-Behavioral target market of families, outdoor enthusiasts, boating and water sports enthusiasts, shoppers and special event attendees

  • Promote Rogers as a World Class Destination Through Digital, Print, and Social Media Marketing Strategies

SMARTY Objective:
1. Implement strategic, multi-platform marketing plans that build direct quality traffic to website, drive awareness from 250-mile drive market, increase social engagement, and develop and grow conversions.

Actions (Strategies and Tactics):
-Maintain and upgrade VisitRogersArkansas.com website with fresh, engaging, multi-platform content
-Publish  E-newsletters targeting identified focus markets with relevant, inspiring content directing leaders to website
-Partner with Arkansas Tourism, CJRW and other selected media on co-op print and digital marketing programs sending visitors to our website
-Utilize geo and behavioral targeting to reach outdoor, event, culinary and music market segments with relevant content
-Conduct social media marketing campaigns on Facebook, Twitter and Instagram expanding brand awareness of Rogers, our events and activities

  • Promote Rogers as a World Class Destination Through Public Relations and Media Campaigns

SMARTY Objective:
1. Engage local and national journalists and travel writers to create and distribute Rogers content in their publications.

Actions (Strategies and Tactics):
-Connect with and pitch travel and lifestyle content creators at Travel Media Showcase, Washington DC, Daytona Beach and Atlanta Travel Roundups, and IPW Media Showcase
-Create story ideas focusing on Rogers’ appeal as an outdoor, entertainment, arts and business destination to pitch to journalists at roundups and electronically
-Circulate press releases highlighting significant tourism events and developments in Rogers and NWA to local, state and regional media outlets

  • Provide Incentives and Services to Existing and Potential Customers that Ensure Successful Events and Enhance Return Business Opportunities

SMARTY Objective:
1. Strategically deploy financial resources as incentives for new and existing groups to come to or repeat in Rogers.

Actions (Strategies and Tactics):
-Use event funding, as approved by A & P Commission, as bridge funding for prospective and existing groups
-Offer creative services to groups as incentive to meet, play or tour in Rogers
-Provide attendee services to insure successful events in Rogers

  • Provide Destination Marketing Excellence to Rogers and the Northwest Arkansas Community

SMARTY Objective:
1. Provide professional development opportunities to Visit Rogers staff.

Actions (Strategies and Tactics):
-Encourage staff attendance at training and events during marketing and tradeshow events
-Provide learning opportunities through the Arkansas Hospitality Association and Arkansas Department of Parks & Tourism
-Facilitate sales and marketing expertise through participation in targeted educational opportunities

  • Support Rogers-Lowell Area Chamber of Commerce Goals and Objectives

SMARTY Objectives:
1. Support Chamber investor relations concerning core functions.

Actions (Strategies and Tactics):
-Attend Government Affairs, Emerging Leaders, Hustle in Heels, and other core programming functions and events
-Participate in Chamber Tutorial and Small Business and Large Industry Council events as possible

2. Support other programs that support mission-focused activities.

Actions (Strategies and Tactics):
-Collaborate with MarCom on key marketing programs that support mission-focused programming
-Provide excellent customer service alongside chamber team for visitors and members
-Invigorate Chamber and Visit Rogers staff through team building activities and events

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