West Yellowstone Chamber/CVB Marketing Plan - Montana Office of ...

34 West Yellowstone Chamber FY14 Marketing Plan
leads with a mailing address and 315 leads with email information were compiled into a database which
was emailed to all TBID members.
Any email leads were also updated into the WYCC newsletter database. These names were included as
part of a fall eblast promotion with a winter focus but also include subject & link back to those planning
for 2013 warm season. The eblast had a 20% read through.
We plan to do a similar project this year. It would be a collaborative project between the West
Yellowstone Chamber Marketing Committee, other local marketing funding organizations, and local
businesses.
Objectives
Include the objectives from the narrative portion of your marketing plan that support this project.
1% increase (from July 2013 through June 2014) in West Yellowstone Resort Tax Collections
over the previous year (July 2012 through June 2013).
1% increase in occupied room nights (from July 2013 through June 2014) over the previous
year (July 2011 through June 2012) as reported by West Yellowstone TBID collections.
0.25% increase in recreational visitors using the west entrance to Yellowstone Park over a 5-
year rolling average of west entrance visitation (January 2013 through December 2013) as
reported by the National Park Service.
2% gain (July 2013 - June 2014) over the prior year (July 2012 - June 2013) for four website
metrics: amount of visits, amount of page views, an increase in the average number of pages
viewed, and an increase in average time on the website.
4% increase in social media followers (July 2013 - June 2014) over the prior year (July
2012 - June 2013).
participate with one or both of the local marketing funds and/or granting organizations
in at least three projects during FY14.
Refer to the portions of your marketing plan, which support this project.
Attract visitors to West Yellowstone by communicating an image that is consistent with our
long-term vision of West Yellowstone as a vacation destination.
Continue to expand our marketing potential by participating in partnerships with other tourism
organizations.
How does this project support the Strategic Plan?
We support Montana's 2013-2017 Tourism and Recreation Strategic Plan.
Detail will be submitted with final project application