The Saguache Chamber of Commerce MARKETING PLAN

Transcription

1 The Saguache Chamber f Cmmerce MARKETING PLAN INTRODUCTION Backgrund The newly, reestablished, Saguache Chamber f Cmmerce (the Chamber) has cmpleted the first phase f its renewal. The three majr milestnes f this phase were as fllws. The Chamber: 1) Created the rganizatin and infrastructure required by law t perate 2) Has acquired an initial base f members t help run the business f the Chamber 3) Has raised the necessary funds, thrugh membership fees and grants, t implement the stated purpses f the Chamber. The Chamber s Purpse The purpses fr which the crpratin is rganized are t prmte the business cmmunity, t rganize civic functins, t prvide cmmunity services and t encurage turism and ecnmic develpment within and fr the Twn f Saguache, Clrad and the surrunding cmmunity, and help prmte Saguache Cunty., By-Laws f the Saguache Chamber f Cmmerce A Nn Prfit 501(c) Crpratin In January 2011, the Chamber created the Saguache Chamber f Cmmerce Funds Develpment Plan in an effrt t identify areas in which the Chamber culd raise the revenue needed t pursue its purpse. The fur areas identified were: 1) Membership 2) Grants 3) Prduct/Sales and 4) Events Within each f these fur areas were recmmendatins fr activities that culd help prmte the business cmmunity and encurage turism and ecnmic develpment within ur cmmunity. 1 P a g e

2 The Purpse f this Marketing Plan When reviewing the recmmendatins f the previusly cited Develpment Plan, it is evident that ne f the recmmendatins, Develp a Marketing Plan T Attract Mre Visitrs T Saguache, is a leading activity that will drive mst all f the ther activities within the plan. The Marketing Plan was created t help determine the methds, activities, pririties and expenditures by the Chamber t help the Chamber achieve its purpse. This Marketing Plan defines what the marketing bjectives fr the next year will be, wh is targeted within the plan, hw targeted segments will be apprached, the sequence f events within the plan, and the funds allcated t supprt each prtin f the plan. TARGETED CUSTOMER SEGMENTS There are three majr custmer segments targeted by the Plan. These are 1) Visitrs, 2) Saguache Businesses, and 3) New Members. These are defined as fllws: Visitrs Visitrs in cntext t this plan are primarily turists. The turist ppulatin is further brken dwn t include: Travelers Thse peple wh are traveling thrugh Saguache via highways 285 and 114 n their way t destinatins ther than the Twn r Cunty. Event Gers These are peple wh are cming t Saguache t attend ne f the many events that ccur in twn primarily during the mnths frm May thrugh September. These events include such items as the Memrial Day Parade, the Fall Festival, and the 2011 Pw Ww. Hunters Saguache is lcated at the center f sme f the finest deer and elk hunting in Nrth America. Big Game hunting seasns begin with archery and muzzle lading in September and rifle hunting in Octber, Nvember, and December. The pressure n twn services in Octber and Nvember is high. Fd, ldging, gasline, grceries, etc. are in very high demand during this time. Outdrsmen This is a mre general grup f utdr enthusiasts wh frequent the twn and cunty in the summer mnths t enjy the slitude and expanse f the muntain wilderness that surrunds Saguache in all directins. These peple include fishermen, backpackers, rck climbers, cyclist and ff-rad enthusiasts (4 Wheeler s, ATV s, ff rad mtrcycling, etc.), t name a few. Saguache Businesses Businesses include all Chamber member businesses. The Chamber membership cnsists f persns and businesses primarily lcated in the Twn f Saguache. Hwever there are members wh cnduct business in ther areas within Saguache Cunty. One f the primary bjectives f this plan is t prvide advertising pprtunities fr all businesses within the Chamber business cmmunity and t particularly target thse businesses that supprt the needs f the visitrs as defined in the Plan. 2 P a g e

3 New Members The Plan is als designed t prduce materials and develp incentives t cnvince ther businesses and interested parties t jin the Chamber and help in pursuing its missin and purpse. The Chamber membership is currently lw in numbers and it is dubtful the Chamber can sustain itself ver an extended perid f time unless mre members jin and cntribute their time, effrt, and resurces t pursue the Chamber purpse. Marketing Methds and Suggested Activities With the custmer segments targeted, each segment was analyzed t determine what marketing methds wuld best apply t each segment. The fllwing table and lists shw the results. Visitrs VISITORS TRAVELERS EVENT GOERS HUNTERS OUTDOORSMEN Billbards radside advertising n rads leading int and within Saguache Spnsrships Sign up as a spnsr fr events, prmte Chamber businesses Print Advertisements Research hunter targeted publicatins & place ads. Print Advertisements Research interest grups t determine what publicatins t place ads in. Radi Advertisement fr travelers tuned int lcal radi statins while en rute Radi Advertisement Target primary surce twns and place ads prmting Saguache services. Mailings Send mailings t registered event gers r blanket mailings t targeted ppulatins that may attend. Internet Prmtin via links t the event, Chamber web site, primed search engines Partner with lcal Outfitters t prmte lcal service prviders Televisin Prmte Saguache Cunty and the SLV n hunting televisin statins Internet Prmtin via links t hunting sites, Chamber web site, primed search engines Radi Advertisement place ads during hunting seasn t bring hunters in the field in fr services. Partner with leaders f the identified interest grups t prmte Saguache. Televisin Prmte Saguache Cunty and the SLV in general t statewide and natinal statins. Internet Prmtin via links t utdr interest grup sites, Chamber web site, primed search engines Radi Advertisement place ads during hunting seasn t bring hunters in the field in fr services. 3 P a g e

4 Saguache Chamber Businesses Outdr Advertising Create a Chamber Business Sign A radside sign in twn that is headed by the Chamber and cntains a bard (r rung) fr each Chamber member. Sample Signs Billbards Research pprtunities t advertise Saguache businesses n lcal and reginal billbards. (Optinally create a Chamber-wned billbard) Internet Prmtin Update the Chamber website t include all Chamber members and prmtinal infrmatin abut each. Enhance web sites image and prfessinal lk and feel. 4 P a g e

5 Publicatins Research publicatins and publicatins types that advertise the different member businesses. Have a tiered pricing t allw nn members t be included in the publicatins. Update the current Saguache Business Map Prmtin Pursue activities that prmte Chamber members Implement the Chamber Member Recgnitin Prgram Celebrate the anniversaries f businesses, the pening f new businesses, r any change f wnership r ther significant event (such as expanding the business), create a Business f the Year award. Develp Prmtinal Prducts Create prducts that prmte Saguache businesses. Prducts such as t-shirts, bumper stickers, mugs, hats, pens, etc. that bth prmte the Saguache but als create additinal surces f revenue fr the Chamber. Spnsr, Participate In, Put On, Events By being invlved in varius in-twn r in-cunty events the Chamber can prmte member businesses and create a higher level f expsure. Sme events may be pprtunities t sell prducts and/r cllect funds t cntribute t Chamber revenue stream. Sample events are listed: Memrial Day Parade participate and include a flat Rural Philanthrpy Days Spnsr and vlunteer services 2011 Pw Ww Spnsr and vlunteer services Fall Festival man a bth and vlunteer services 4 th f July 2012 Spnsr and put n a firewrks shw fr the Twn Radi Advertising Create radi spts with lcal radi statins advertising Chamber businesses and Chamber events. Print Advertising Create print ads with lcal and reginal newspapers and magazines advertising Chamber businesses and Chamber events. New Members In rder fr the Chamber t remain vital new members must attracted t help run the Chamber. The Chamber currently has a small number f members and as is evident in this Marketing Plan there is a lt f wrk t be managed and perfrmed in its implementatin. As such a marketing campaign aimed at acquiring new members is an imprtant cmpnent f the Marketing Plan. 5 P a g e

6 Prmtin Develp a cmprehensive membership packet which includes: membership sign-up frm, list f benefits, decals, website utline, and ther imprtant materials that describe the Chamber and its peratins and purpse. Hsted Event Spnsr a membership drive as a scial event with a prgram that includes what yu get when yu jin the Chamber. Member Recruitment Task each member f the Chamber t recruit a new member. If new members are nt recruited the annual membership fee may have t be increased. As an incentive, current members wh recruit a new member receive a $5.00 discunt n the next annual membership drive. Maximum discunt nt t exceed $ Targeted Mailing Create an invitatin t all the businesses and persns that are n the Chamber list cllect ther addresses frm ther rganizatins. Send ut mailing t all targeted individuals. Print Advertising Place ads in Saguache Cunty newspapers seeking new members. Radi Advertising Create radi spts n lcal radi statins seeking new members. Internet Prmtin Ensure there is a cmplete a thrugh Membership and New Member recruiting sectin n the Chamber web site. Enable nline sign-up and rdering. MARKETING PLAN IMPLEMENTATION The previus sectin identifies ver 35 activities t market the three targeted segments; Visitrs, Saguache Businesses, and New Members. Implementing these activities with limited time and resurces requires a review f what are the highest pririty items given the time and funds available. When implementing these activities it is als imprtant t try expend funds within Saguache Cunty as much as pssible. Surces fr services will always be sught with the cunty first. Anther aspect f 6 P a g e

7 determining what activities t pursue first is t leverage activities where there is a cmmn thread acrss the three target segments. Five tp pririties and related activities have been identified here in this plan. A brief explanatin f each is prvided. Pririties 1. Spnsrships f Events: There are tw majr events pending in Saguache that will be bringing hundreds f visitrs and ldgers t twn in the September These are the Rural Philanthrpy Days event and the 2011 Pw Ww event. Acting as a spnsr fr each f these events will allw the Chamber t prmte itself as a cmmunity service rganizatin and prmte Chamber member-businesses as service prviders t the many visitrs t twn. 2. Internet Website Prmtin: Internet prmtin was identified five times as a key activity acrss all three marketing segments. Develpment f a vital and effective Chamber prtal that can prmte and infrm visitrs t the cmmunity, prmte and cnnect visitrs t the Chamber member businesses, and prmte, infrm, and enable nn member persns and businesses abut the Chamber and hw t enrll will fill a majr need fr the Chamber and prvide a key frum fr sharing infrmatin, ideas, and successes t the internal Chamber cmmunity and the external lcal, reginal, and natinal ppulatin. 3. New Member Packet Develpment: Develpment f a prfessinal lking and cmprehensive new member packet is lng verdue. This prmtinal packet is needed as sn as pssible t be available fr the upcming summer and fall events and fr placement nline t help prmte the Chamber, extlling the values, benefits, and rewards f being a Chamber member. 4. Prduct Develpment: Develping a suite f Saguache Chamber prducts that can be sld at events r nline will prvide a simple and effective means fr prmting the Chamber, its member businesses, the Twn f Saguache and the surrunding Saguache cmmunities. It will als prvide a means fr sme additinal revenue t supprt Chamber activities. 5. Advertising Radi & Print: As spnsrs fr different events and hst t hundreds f hunters and visitrs in the summer and fall, the Chamber can target the event gers and utdrsmen with lcal spts n SLV, Salida, and Tas radi statins. Timely prductin f these spts will enhance the Chamber image and serve t attract mre visitrs. Print media targeted at these same prmtins in key peridicals and newspapers will als prvide additinal cverage fr the events and the ptential visitrs. Planned Expenditures and Delivery Dates The fllwing table utlines the target cmpletin dates f the pririty items and the funds budgeted fr each. 7 P a g e

8 Pririty Activity T Be Cmpleted By Budget Allcatin 1 Spnsrships Rural Philanthrpy Days, 2011 Pw Ww End f August $500 $100 2 Internet Website Red End f Octber $ New Member Packet End f September $200 4 Prduct Develpment Mid September $400 5 Advertising Radi and Print media End f Octber $1200 Ttal $3400 Revenue generated frm these activities and additinal funds remaining within the Chamber budget can then be used t priritize and implement the ther activities identified in this plan. SUMMARY The Saguache Chamber f Cmmerce Marketing Plan fr has been designed t address the needs f the cmmunity, the requirements cntained with grant funds prvided t the Chamber, and gals f the Chamber Funds Develpment Plan. The Chamber is cmmitted t attracting visitrs t ur cmmunity t prmte ecnmic develpment and bring additinal revenue t area businesses and gvernment. The Chamber is cmmitted t its members wh have a cmmn gal and missin in supprting the verall purpse f the Chamber and the psitive effect this will have n ur cmmunity as a whle. And finally the Chamber cntinues t pursue new members in recgnitin f the imprtance a cmprehensive and large enugh membership base t cntribute expertise and effrt in perating and maximizing the benefit t participating businesses and ultimately t the entire Saguache Cunty cmmunity. 8 P a g e