Eastern Oregon MemoriesMake SMore

1
Eastern Oregon MemoriesMake SMore

• Regional Cooperative Marketing Program
• July 2008 June 2009

2
Geography of the Region

• Over 1/3rd of the state is considered Eastern
  Oregon!
• 11-Counties
• 4 Major Mt. Ranges
• 5 State Scenic Byways
• The Oregon Trail
• John Day Fossil Beds
• Steens Mountain
• Hells Canyon

EASTERN
3
Eastern Oregons Key Partners

• Current Charter Member Partners of EOVA
• (6 Counties Represented)
• Malheur County Ontario Visitors Convention
  Bureau
• Baker County Baker County Chamber
• Union County Union County Tourism
• Harney County Harney County Chamber
• Wallowa County Wallowa County Chamber
• Umatilla County Umatilla County Commission

4
Eastern Oregon Partners

• Current Historical Sustaining members of
  EOVA
• Oregon State Parks
• Oregon Trail Electric Cooperative
• Idaho Power Corporation
• National Historic Oregon Trail Interpretive
  Center USFS Brochure Development

5
Eastern Oregon RCMP Participants Only

• Sherman County
• Wheeler County
• Grant County
• Morrow County
• Gilliam County

6
Marketing Goals

• 1. To promote and market the visitor products and
  services of eastern Oregon
• 2. To build and sustain a regional tourism
  organization
• 3. Represent the region in coordinating
  opportunities developed by Travel Oregon

7
Marketing Strategies

• 1. Better utilize the opportunities developed by
  Travel Oregon to promote the visitor experiences
  of eastern Oregon
• 2. Increase media exposure, both domestically and
  internationally, in the market opportunities
  developed by Travel Oregon, and other market
  niches that are appropriate for the regions
  product
• 3. Build awareness for the region in the
  international market, primarily Germany and the UK

8
Program Areas

• Media Advertising
• Publications
• Fulfillment
• Website E-Marketing
• Media, Public, Political Relations
• International Domestic Packaged Travel
• Research Evaluation
• Administration, Grant Writing,
• Scenic Byway Relations

9
Media Advertising

• Travel Oregon Magazine (Fall 2008 Spring 2009)
• Travel 50 Beyond
• Oregonian Travel Pages
• NW Travel Magazine
• AAA Journey Via Magazines
• Newspaper Banner Ads
• Oregon Snow Sports Guide
• Oregon Events Calendar
• Creative
• Total Anticipated Funds for advertising
  (7/08-6/09) 49,188 24,900 RCMP
• 19,288 Co-Op Regional Partners 17,305 in
  Co-Op with Hells Canyon Marketing Group

10
(No Transcript)
11
Hells Canyon Scenic Byway Marketing
Group Cooperative Advertising Plan for July 1,
2008 June 30, 2009

12
Samples of Current Advertising

• Full Page in
• Oregon Snow Sports Magazine

13

• Travel Oregon Magazine
• Full Page ads

14
Sample Co-Op Ads
15
AAA Journey Via MagazinesRan in 2008 as Co-Op
with 4 partners and MGP funds
16
Newspaper Banner Ads
17
(No Transcript)
18
Publications

• Eastern Oregon Trip Planner
• 100,000 copies distributed annually
• Note No RCMP funds are used in the development
  or production of the Trip Planner
• All counties in the 11-county RCMP Region are
  given equal representation within the Map/Visitor
  Information section of the Trip Planner on the
  EOVA web site

No RCMP funds Requesting 3,000 in MGP for
re-design of EO Trip Planner 09
19
Regional Brochures
20
Website E-Marketing

• Website Maintenance Updating for New Members
  and New Technology
• (Requesting 7,000 MGP funds for web site
  updating)
• Listings for Advertisers in Planner
• Benefits for Participants
• Seasonal Packages
• On-line Booking Service
• E-Coupons

21
Fulfillment

• Annual Distribution
• 100,000 Eastern Oregon Trip Planner
• 25,000 Regional brochures
• (Transforming the West Hells Canyon Scenic
  Byway)
• Requests for Information 25,000 Annually Direct
  Mail
• Distributed to
• Welcome Centers
• Regional Visitor Centers
• Selected Certified Locations

5,300 in RCMP Funds 10,000 Requested from OCF
Historic Trails Fund 15,300 Total for
Fulfillment - 4,000 dedicated to TORP
potential additional 3,000 from Unbudgeted RCMP
Income thru June 2008
22
Public Industry Relations

• Industry Newsletter
• Key Meetings
• Fam Tours
• Story Kits

Tourism Commission Visits Hareny County
5,000 RCMP Funds 4,700 EOVA member funds
23
EO Industry E-News letterStay Another Day
News Releases
24
International Domestic Packaged Travel
3,000 RCMP Funds

• Attend/Follow-up Go West Summit
• Fam Tour Assistance
• Product Development/Education
• Media Relations Story Development
• EO Packaged Travel Kit

Request TO consider development of an Intl.
Grant Program for RDMOs
25
(No Transcript)
26
Research Evaluation

• Involvement in Travel Oregons
• research efforts and development
• direction of TRAC

27
Administration Grant Writing

• Hiring Consultant
• FHWA Grants
• Scenic Byway Relations
• OCF-Historic Trails
• Travel Oregon Grants
• Administrate Mktg. Plan

31,800 RCMP Funds 11,800 in EOVA
Membership Funds
28
Summary of Fiscal Yr. 08-09 Expenses July 1,
2008 June 30, 2009
29
Income Summary July 1, 2008 June 30, 2009
Income Summary Budgeted
Pass Through EOVA Membership Partners
(Historical) 18,000 Regional Cooperative
Marketing Funds 70,000 Co-op Partners in
Regional Advertising Packaged Travel
30,000 Regional Advertisers in Trip Planner
75,000 OTC Matching Grant 10,000 Oregon
Community Foundation Historic Trails Fund
(Fulfillment) 10,000 Federal Highways
Administration Seed Grant 2006 (Hells Canyon
SB) 25,000 TOTALS 138,000
100,000 Note The projected EXPENSES indicate
21,500 collected from EOVA Membership Partners.
The 18,000 shown above as income is anticipated
from members who have historically contributed.
It is hoped that additional RCMP partners will
participate in Membership contributing to the
3,500 difference. In addition, current
projections for eastern Oregon RCMP kick-back
from Travel Oregon is 73,000. Therefore, the
INCOME indicated above is conservative.
30
EASTERN OREGON VISITORS ASSOCIATION

• Looking
• FORWARD
• to Working
• TOGETHER!