Strategic Marketing Plan: Executive Summary - the California ...
Strategic Marketing Plan: Executive Summary - the California ...
Strategic Marketing Plan: Executive Summary - the California ...
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PuTTING THE PLAN INTO ACTION<br />
THE FIVE-YEAR STRATEGIC MARKETING PLAN WILL BE uSED TO GuIDE VISIT<br />
CALIFORNIA’S WORK AND INVESTMENTS IN THE COMING YEARS. IT WILL<br />
SERVE AS THE ROADMAP FOR STAFF AND COMMITTEES AS THEY DEVELOP<br />
TACTICAL ANNuAL WORK PLANS FOR SPECIFIC MARKETING PROGRAMS AND<br />
INTERNATIONAL EFFORTS WITH PRECISE BuDGETS AND METRICS.<br />
THE BRAND ENRICHMENT PLAN IS INFuSED WITH OPPORTuNITIES TO<br />
REACH GREATER, YET VERY TARGETED AuDIENCES. VISIT CALIFORNIA IS<br />
CONFIDENT THAT BY ENHANCING EFFECTIVENESS, BuILDING PARTNERSHIPS<br />
AND KEEPING PACE WITH THE DYNAMIC GLOBAL MEDIA LANDSCAPE, WE<br />
CAN MAINTAIN CALIFORNIA’S STATuS AS A PREMIER TRAVEL DESTINATION—<br />
GENERATING REVENuES THAT CONTRIBuTE TO THE VITALITY OF CALIFORNIA.<br />
THE 5-YEAR STRATEGIC MARKETING PLAN IS REFLECTIVE OF THE LEADERSHIP<br />
AND COMMITMENT OF THE COMMISSION AND THE INDuSTRY LEADERS WHO<br />
INVESTED TREMENDOuS TIME AND ENERGY IN DEVELOPING THE PLAN.<br />
WE LOOK FORWARD TO CONTINuING TO PARTNER AS WE PuT THE PLAN<br />
INTO ACTION IN THE COMING YEARS.<br />
CTTC_5yr_ExecSumm_LINO.indd 19 2/16/12 9:02 AM