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1 <br /> <br /> Military Marketing Plan <br />~ <br /> ~~rza~rNS <br />Second & Third Quarter 2008-2009 <br /> Tourism Stimulus Packages <br /> <br /> Research• <br /> • Hotel survey launched 10/13 to each hotel general manager. <br />' • Discussions with hotel owners representing twelve hotels 10/28. <br /> • Web site visitor conversion study to determine target audiences. <br />' • Internet based marketing consultant pulling military demographic <br /> profiles and target market information. <br /> <br />Objective: <br />• Sustain occupancy in the next 90 to 120 days. <br />• Developing a platform for long term sustainability within the military <br />market <br />• Create long term program for 2009 <br /> <br /> <br /> <br /> <br /> <br /> <br /> <br />1 <br /> <br /> <br /> <br />Strategy: Target military personnel and civilians employed on military bases with <br />vacation packages <br />Audience: Target military based visitors from feeder markets in North & South <br />Carolina <br />• Shopping skewing toward women, age 25-54 <br />• Sports enthusiasts skewing toward men, age 25-54 <br />• Military (enlisted, family, civilians serving military, retired) with <br />special emphasis on NC & SC military bases for short term. <br />• Military with broader reach into GA, VA & TN for longer term <br />programming. <br />Tactics• <br />• Review survey results from hotel general managers to determine time <br />frame for packages (weekends, weekdays, both) <br />• Using inventory of attractions, develop five package ideas to begin <br />soliciting for participation. <br />• Send out lead to hotels to secure rates and develop codes for tracking <br />• Determine best vehicle for advertising -email blast, web advertising <br />• Target audience with a media campaign promoting short-term specials <br />to generate immediate responses <br />• Work with internet consultant Jennifer Barbee to develop strategy <br />• Research and develop target list of military travel companies <br />• Develop cross promotional opportunities - (Concord Mills, NC state) <br />• Register with military travel voucher program to target the 11 million <br />military personnel under the program. <br />Item# 16 <br />Attachment number 1 <br />' F-13 sso of aos <br />