2017Quarter 1 Report

In 2016, after CVB Board request, The Woodlands Convention and Visitors Bureau shifted away from the production of community festivals and events to a newly defined focus, which aligns the organization with more traditional goals of a destination marketing organization. 2016 was the first year of this new objective, serving as the benchmark for all future successes.

In January of 2017, CVB Board and staff developed a Strategic Marketing and Communications plan to act as a road map and outline objectives and strategies for the new focus. The CVB Board approved the plan at the January 10, 2017 Annual Board Meeting. The Strategic Marketing and Communications Plan acts as an outline and basis of measurement for this and future quarterly reports.

Within the plan, staff identified three (3) key strategic initiatives to base objectives and strategies. These are explained below:

2017 Strategic Initiatives

  1. Room Absorption: Develop marketing and sales efforts for effective absorption of significant new room inventory while targeting to maintain current occupancy percentages and achieving desirable ADR and RevPAR.
  2. Target Audiences: Apply market intelligence to develop a deep understanding of the travel aspirations, motivations, behaviors and experiences of all target travel audiences for The Woodlands.
  3. Brand Awareness: Effectively create and shape a fully evolved brand for the destination and build broad awareness of The Woodlands as an upscale, premier leisure, business, corporate, convention and meetings destination.

2017 Objectives, Strategies and Current Progress

  1. Brand & Advertising Campaign
  2. Objective: Seamlessly integrate the Come Alive brand campaign through all advertising and marketing channels.
  3. Quarter 1 Action:Working with The Atkins Group, the CVB staff presented the Board of Directors with several new logo options for a rebrand to “Visit The Woodlands.” The logo is in its final stage of development.
  4. Quarter 2 Projection: The logo will be integrated into all printed material and digital advertising moving forward. The CVB staff will also coordinate a destination photo shoot in which iconic scenes of The Woodlands are photographed for future use.
  5. Paid Media
  6. Objective: Use multi-discipline advertising efforts to increase awareness of The Woodlands to our target audiences and markets, build interest and drive visitors to the website and/or other online mediums.
  7. Quarter 1 Action:Developed an annual media plan with emphasis on peak planning times while maximizing media impressions, reach and frequencies through expanded budget allocation and a focus on digital and social media channels. This media plan was approved by the Board at the January 10, 2017 CVB Board of Directors Meeting and is attached for your reference.
  8. Quarter 1 insertions included:Shop Across Texas, TourTexas.com, TripAdvisor.com, Video Globetrotter, Travel Guides free, Texas Events Calendar, Texas Journey, Houston Official Visitors Guide, Texas Monthly – Houston and Beyond section, TripInfo.com, Digital Ad Network, Device ID Targeting at tradeshows and Convention South
  9. Web & Technology
  10. Objective: Provide digital solutions to enhance and propel The Woodlands CVB sales and marketing efforts.
  11. Quarter 1 Action:Explored opportunities for e-mail opt-in features in the website and integrated several organic pop-up features into the page. Additionally, the website’s event calendar was optimized to divide live music events and happy hours into separate, more easily accessed categories for niche market interests.
  12. During the first quarter of 2016, the website experienced 25,872 unique sessions. During the first quarter of 2017, this number was 3,000 sessions higher at 28,077 sessions from January 1 – March 21, 2017.
  13. Public Relations
  14. Objective: Develop an influencer marketing plan to reach previously untapped audiences within the networks they frequent.
  15. Quarter 1 Action:The CVB worked with Step In Communications to create a targeted list of travel writers and bloggers to approach for visitation.
  16. Gabi DelaRosa with Texas Lifestyle Magazine visited The Woodlands during March to experience The Woodlands Resort during Spring Break. Story is scheduled to run in April.
  17. Objective: Communicate key messages based on seasonality and coordinated with advertising efforts, social media efforts and industry trends that are compelling to the media throughout the calendar year. These key messages are reflective of the brand and desires of potential visitors.
  18. Quarter 1 Action:The CVB worked with Step In Communication and The Atkins Group to coordinate press releases with influencer messaging, paid advertising efforts and digital and social media plans.
  19. Objective: Cultivate more personal relationships with influencers, media and travel writers in order to establish a familiarity with The Woodlands and eventually lead to the CVB being pitched by qualified individuals for coverage.
  20. Quarter 1 Action:The CVB sponsored Thrive Bloggers Conference in The Woodlands, where staff discussed the goal of having up-and-coming bloggers guest blog articles on VisitTheWoodlands.com. All interested parties are currently being evaluated for brand standards.
  21. Social Media
  22. Objective: Engage potential visitors across social channels to create awareness of The Woodlands as a destination for travel.
  23. Quarter 1 Action:Continued to create monthly social media videos to boost via networks in order to create intriguing content for Facebook, Instagram, Twitter and Youtube. This content was also loaded into e-blasts to drive followers, website visitation and subscribers to The Woodlands’ channels.
  24. Twitter impressions are 51% higher in the first quarter of 2017 than they were in 2016.
  25. There was a 40% increase in Facebook conversions during the first quarter of 2017 when compared to the first quarter of 2016.
  26. Instagram followers have increased by 293% from the first quarter of 2016 to the first quarter of 2017.
  27. Collateral
  28. Objective: Continue engaging CVB partners, merchants, meeting planners, potential visitors and peers through the Tear Off map, Visitors Guide, Meeting Planner Guide and quarterly newsletter, Current.
  29. Quarter 1 Action:
  30. Updates to the Tear Off Map took place, were printed and then distributed.
  31. Spring 2017 Current distributed to 5,000 addresses.
  32. Quarter 2 Forecast: Collateral will need to be edited to include the new Visit The Woodlands logo.
  33. Group Sales
  34. Objective: Generate meetings/convention room nights in The Woodlands. Prospect groups that generate room nights to fill multiple hotels and create compression in the area.
  35. Quarter 1 Action:In 2016, the CVB joined a Supplier Network Partnership with Cvent to further market The Woodlands to planners. Cvent has over 70,000 plus customers in their database that research destinations to host meetings and conferences. The Woodlands CVB increased visibility and received 30 new leads over a three month time span compared to just 1 new lead in 2015.
  36. Quarter 2 Forecast:Continue to monitor our progress with Cvent and work with planners directly through the system to bring conferences and conventions to The Woodlands.
  37. Objective: Utilize budget funds to add value to prospective meetings in The Woodlands.
  38. Quarter 1 Action:Continuing with the Incentive Funds Program, The Woodlands CVB approved and won three groups with this program.The CVB also had three groups that were approved in 2016 receive payment for choosing The Woodlands. The program will continue to add value to meetings in The Woodlands and entices meeting planners to sign business with local hotels.
  39. Quarter 2 Forecast: Staff anticipates utilization of funds and working with area hotels and planners to inform and educate them on the program and benefits.
  40. Objective: Elevate service options provided to groups in order to enhance the in-destination experience.
  41. Quarter 1 Action:The Convention Development Department has assisted in providing our expertise of The Woodlands and what we have to offer to planners.
  42. Developed an itinerary and performed a site tour for a group looking at hosting a meeting in November in The Woodlands.
  43. Worked with the Thrive Blogger Conference to host luncheon for group and provided welcome amenities. We worked with local restaurants for the attendees of the conference to dine-around The Waterway.
  44. Built webpage on the CVB website with special promotions for attendees of the Lunar and Planetary Conference in March and printed flyers to be handed out at the conference for attendees.
  45. Provided a total of 890 welcome bags to groups and conferences that held events in The Woodlands.
  46. Quarter 2 Forecast:Continue to assist planners with services that we offer to make meetings in The Woodlands successful and leave a lasting impression.
  47. Objective: Meet with potential meeting planners to sell The Woodlands as a destination for conferences and meetings.
  48. Quarter 1 Action:CVB staff participated in two trade shows to promote The Woodlands to meeting planners.
  49. DMAI Destination Showcase($6,599)-Washington D.C.- With 150 destinations and 600 planners in attendance, The Woodlands CVB staff was able to meet with planners to further educate them to bring meetings and events to The Woodlands
  50. SXSW($26,161.00)-Austin, TX-TWCVB staff attended SXSW to promote the destination on a national and international level.
  51. Quarter 2 Forecast:The Woodlands CVB plans to attend the follow trade shows and conferences:
  52. IPW ($28,080)-Washington D.C.-Staff will meet with national and international tour operators, one-on-one for three days.
  53. Cvent Connect ($17,068)-Las Vegas, NV-Staff will meet with meeting planners one-on-one and have the opportunity to attend educational sessions pertaining to the travel and tourism industry.
  54. Meeting Professionals International WEC ($27,801)-Las Vegas, NV-Staff will meet with meeting planners one-on-one, learn valuable tools in the travel and tourism industry and network with planners and other hospitality professionals.
  55. Co-Op & Partnerships
  56. Objective: Strengthen cooperative advertising and partnerships to maximize advertising dollars and broaden reach of brand awareness.
  57. Quarter 1Action:Cooperative campaign launched in March of 2017 and will continue throughout the summer.
  58. Objective: Partner with the Greater Houston CVB to expand marketing capabilities into new and existing territories with additional leverage.
  59. Quarter 1 Action:Staff worked with GHCVB to build content for Houston and Beyond website renovations to launch second quarter.
  60. Objective: Build packages and special offers to entice visitors to experience the multitude of offerings in The Woodlands including shopping, dining, cultural exhibits, performing arts and outdoor activities.
  61. Quarter 1Action:Staff worked with Inspire Film Festival to package the event and educate hotels on the event. Additionally, staff worked with The Woodlands Marathon to create marketing opportunities to runners in the area.
  62. Quarter 2 Action: CVB staff worked with the Ironman 2017 North American Championship by providing booth presence with information on the area, assisting in the social media marketing of the event, and the coordination of local restaurant participation and discounts for the event.
  63. Quarter 3 Projection: Staff will begin the creation of a strategic partnership initiative that will enhance our group activity options for our convention and group attendees as well as our leisure guests. We plan to include golf options, nearby attractions, a bike share program for our hotel guests, and even area wineries and brewery options.
  1. CVB Outreach
  2. Objective: Partner with restaurants, hotels, retailers and attractions to increase awareness of CVB efforts which will provide content and information for partners to promote what is happening in The Woodlands to encourage overnight stay to potential visitors.
  3. Quarter 1 Action:Hosted Marketing Committee Meeting in February and March to discuss cooperative advertising campaign strategies for 2017.
  4. Objective: Strengthen advocacy efforts within the community for the travel industry.
  5. Quarter 1 Action:Convention Development Specialist, Josie Lewis, and Marketing Specialist, Molly Redus, attended the Converge on the Capital hosted by Texas Travel Industry Association where they spoke to legislators about policies affecting the travel industry. The staff also attended the Greater Houston Convention and Visitors Bureau’s Annual Travel Summit, where partners gathered to discuss Houston and the surrounding area’s success in 2016 and goals for 2017.
  6. Objective: Invest in education opportunities to expand the knowledge and skills in the tourism industry for staff.
  7. Quarter 1 Action: Brand Development Manager and Convention Development Specialist Attended Texas Association of Convention and Visitors Bureau’s Mid-Winter educational conference in Waco, TX.
  8. President Nick Wolda attended the CEO Conference of Destination International to spread the word about The Woodlands for meeting and leisure travel.
  9. Objective: Garner support of The Woodlands CVB Board of Directors for proposed initiatives.
  10. Quarter 1 Action: Conducted two(2) CVB Board of Director Meetings.
  11. Special Events
  12. Objective: Sponsor special events and programs which show a correlation in increased hotel occupancy.
  13. Quarter 1 Action: Generated specific webpages, news releases and social media content for a variety of special event and programs in The Woodlands. Promotions included: New Years, Superbowl 2017, Inspire Film Festival, Valentine’s Day weekend and The Woodlands Marathon.
  14. Research & Reporting
  15. Objective: Use this fiscal year to define key metrics to benchmark future success and growth opportunities regarding awareness and visitation to the destination.
  16. Quarter 1 Action:Developing key performance indicators that represent the CVB’s performance activity. Ex: STR report to analyze Hotel Occupancy Tax (HOT), Average Daily Rate (ADR), and Revenue Per Available Room (RevPAR); Sales Tax Evaluation; Economic Impact; Brand Awareness Studies; and other ongoing Insights and Trend Reporting.
  17. Objective: Determine visitor origin and key travel planning and booking periods from current audience segments, and identify travel segments that represent the most potential for the destination.
  18. Quarter 1Action:Researched tools that work with paid media buys to identify visitor data including hotel booking conversions, click through rates and visitor demographic data.