Sedona Verde Valley Marketing Communications Plan
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1 Sedona Verde Valley Marketing Communications Plan
2 Sedona Verde Valley Tourism Council The Sedona Verde Valley Tourism Council unites the six communities of Camp Verde, Clarkdale, Cottonwood, Jerome, Sedona, and Yavapai-Apache Nation to celebrate local culture, enhance economic opportunities through tourism, and promote conservation. Our mission is to unify Sedona Verde Valley into a cohesive destination and promote tourism in a way that celebrates local culture, protects the environment, and sustains the local economy. Our vision is that by 2025, Sedona Verde Valley will be a greener, more international, year-round destination. Our iconic landscapes will draw high-value visitors, and tourism will be an engine for conservation while creating valuable, rewarding jobs for residents. 2
3 Contents Objectives What are we trying to accomplish? Brand Pillars What are we going to talk about? Target Audiences Who are we talking to? Marketing Channels How are we getting the word out? Editorial Calendar How do we organize our messaging? Measuring Success How do we track our progress? Partner with us How can you benefit from SVVTC? 3
4 Our Objectives Raise visitor awareness Educate our target markets about Sedona Verde Valley s diverse tourism offerings with informative and inspirational content Attract high value travelers Attract low-volume, high-spend market segments to maximize tourism revenues while minimizing environmental impact of mass tourism Drive exploration throughout the region Extend the length of stay and disperse economic impact by showcasing regional attractions and increasing visitation throughout the destination Spotlight and support conservation Showcase the Verde River, protected areas, and public lands while generating funds for its conservation 4
5 Sedona Our Brand Verde Pillars Valley Tourism Council Brand Pillars Unique culture and Unique western culture & Western heritage heritage Red rocks and the scenic Red Rocks river Outdoor adventure Family getaways Beer, wine and cuisine 5
6 Our Target Audiences 1 Residents Residents of Camp Verde, Co2onwood, Clarkdale, Jerome, Sedona and Yavapai-Apache Na?on 2 Regional Visitors People in Phoenix and Flagstaff and people heading to the Grand Canyon and other des?na?ons in the region 3 Out-of-Staters People planning trips to Arizona from California, Texas, Florida, New York 4 Interna>onal Markets Snowbirds from Canada, families from Mexico, road trippers from Europe 6
7 Our Marketing Channels Destination Website Social Media Events Calendar National Geographic Website Blog Monthly Newsletter Visitor Guide 7
8 Editorial Calendar July-Sept 2016 Oct-Dec 2016 Jan-March 2017 April-June 2017 Quarterly content themes Summertime in Sedona Verde Valley Only in Sedona Verde Valley Family Adventures in Sedona Verde Valley Get Active in Sedona Verde Valley Summer is the perfect time to visit Sedona Verde Valley. Explore parks and protected areas, sip award-winning wines, paddle the Verde River, and enjoy live outdoor music. Where else can you go on a safari in the desert, meditate at a vortex site, spot eagles from a scenic railroad, or wander the iconic backdrops for hundreds of Hollywood movies? Round up the kids and head to Sedona Verde Valley this weekend. Find a family friendly place to stay and line up experiences that will be as fun for you as the little ones. Spring is here. Get outdoors and break a sweat in Sedona Verde Valley. Mountain biking, hiking, road races, kayaking, hot air balloon rides, and other ways to get the heart going! 8
9 Editorial Calendar Quarterly Theme Social media hashtag and daily posts Weekly Blog Posts Monthly Newsletters Home Page Feature One per theme One hashtag Eighty+ per theme Twelve per theme Three per theme One per theme 9
10 Content Calendar SUMMERTIME IN SEDONA VERDE VALLEY Week Blog Post Title Newsletter Stories 1 Summertime in Sedona Verde Valley Cover Story: Summertime in Sedona Verde Valley JULY 2 Nothing Says Summer like Camp Verde s Corn Fest 3 Summertime Films and Concert in Sedona Verde Valley 4 How to Beat the Heat in Sedona Verde Valley Geotourism Partner Spotlight: Blazin M Ranch Community Highlights: Introducing the Communities of SVVTC AUGUST SEPTEMBER 5 6 Cool Off with These Great Summer Cocktails in SVV Summertime at Sedona Verde Valley s Parks and Cover Story: Cool Off with These Great Summer Cocktails in Sedona Verde Valley 7 Monuments Our Favorite Swimming Holes in Sedona Verde Valley Geotourism Partner Spotlight: Verde Canyon Railroad 8 Where to Enjoy a Picnic in Sedona Verde Valley Community Highlights: Summertime Cocktail Bars 9 10 The End of Summer Means Verde River Days Eight Things to Bring to SVV When You Visit in the Cover Story: The End of Summer Means Verde River Days Summertime Geotourism Partner Spotlight: Out of Africa 11 In Search of the Best Ice Cream Cone in Sedona Verde Valley 12 Explore the Farmer s Markets in Sedona Verde Valley Community Highlights: Best Ice Cream in Each Community 10
11 Social Media Plan To plan our social media content in a way that highlights all of our key messages, we will create Facebook, Instagram and Twitter using the following framework: Day Daily Content Description Mon Family Getaways Features family-friendly restaurants, outdoor activities, shows and other adventures that cater to kids. Relates to quarterly theme, Tues Blog Feature Summarizes and links to this week s blog post Wed Beer, wine and food Highlights the region s signature dishes, chefs, breweries, wineries, restaurant openings or specials. Relates to quarterly theme (where applicable) Thurs Upcoming events Summarizes and links to events listed in our events calendar for the upcoming week Fri Adventure and nature Features inspiring landscapes, protected areas, guiding services or tours. Relates to quarterly theme, Sat Conservation Spotlight Addresses conservation threats, features a local business or resident who promotes conservation, offers call to action to support conservation Sun Culture and heritage Content about music, festivals, theater, art, or other cultural activities in the region. Relates to quarterly theme. 11
12 Measuring Success Reach E n 1. Reach How many people do we inspire? - How many people visit our websites? - How many people read our blog? - How many social media followers do we have? - How many people receive our newsletters? - How many visitor guides do we distribute? 2. Engagement How useful is our marketing? - How long do people stay on our website? - How many people fill out forms on our website? - How many people use our social media hashtag? - How many people download our visitor guide? 3. Results How many people travel to Sedona Verde Valley? Results - How much revenue is collected in bed taxes by each of our six communities? 12
13 Partner with us Sedona Verde Valley Tourism Council offers a variety of opportunities for businesses owners in the region to partner with us to promote their business to our wide audience of residents and travelers. Start by making sure that your business is listed for free on our new tourism website by visiting For a full list of partnership opportunities, download the Partner Benefits document at the bottom of the page. For more information, info@svvtc.org 13
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1. Special Sundays relating to caring for God s earth (e.g. Creation Time, Environment Sunday, Rogation Sunday etc.) are celebrated in our church:
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