PA Dutch CVB Member Briefing A special thanks to our sponsors: and to Elizabethtown College for hosting this meeting December 5, 2012

Welcome President Search Update Marketing Campaigns Fiscal Issues Agenda

To increase visitation to Lancaster County for the purpose of maximizing economic prosperity and employment opportunities for the destination. Our Mission

Scott Miller, Chair PA Dutch CVB Search Committee President Search

Marketing Campaigns

 Harvest Season Campaign Metrics  Christmas Campaign Plans  Moving Forward – 2013  Campaign shift  Seasonal initiatives

Fall Interactive Campaign  Comprised of 5 major elements  Social Media Components (Paid promoted posts on FB)  Placement on TripAdvisor.com  Traditional re-targeting  Search re-targeting  distribution

Lancaster County Christmas  Message:  Make a visit to Lancaster County a holiday tradition  Call to Action:  Visit LancasterCountyChristmas.com for more information.

Holiday Traditional Media Components  Target Markets & Media:  Philadelphia DMA (TV & radio) Combined Reach/Frequency: – 75.6%/6  Harrisburg DMA (TV only) Reach/Frequency: TV – 83.2%/5  Flight Dates  Weeks of 11/19, 11/26, 12/3, and 12/10  B101 Trivia game “Lancaster County Christmas”  On air and on B101’s website  Targeted post on Facebook to B101 listener area

Holiday PR & SM Components Public Relations:  Lancaster County Christmas-based wish list of holiday ideas  Targeted pitching & press tweets Social Media:  Blog Series – 25 days of Lancaster County Holiday Traditions  Promoted Facebook posts

Holiday Interactive Components  Increase of SEM spend  Lancaster County Christmas landing page  Re-targeting buy  Themed TravelGuides

Moving Forward

 Simply Lancaster County  What we envision Treasure A Simple Sunrise Ann Arbor  Seasonal Initiatives  Spring – Interactive Campaign  Summer – Traditional Media and Interactive  Fall – Interactive Campaign  Holiday – Traditional Media and Interactive

Fiscal Issues

2013 Budget Overview Revenue2013 Budget2012 Projected Tax Revenue $1,485,000$1,575,000 Advertising $843,000$807,000 Member Investment $643,000$633,000 Other Revenue $144,000$157,000 Total Revenue $3,115,000$3,172,000 Note: 2012 Received one month of Hotel Tax Revenue

2013 Budget Overview Expenses2013 Budget2012 Projected Marketing Investment $1,600,000$1,655,000 Misc. Marketing Exp. $477,000$443,000 Salaries/Wages/Benefits $1,042,000$1,350,000 Sales Dept. Expenses* $252,000$249,000 Operational Expenses $280,000$300,000 Misc. Expenses $89,000$94,000 Total Expenses $3,740,000$4,091,000 Net Loss ($625,000)($919,000) Notes: * excluding salaries/benefits

Fund Balance Projection Notes: Assumes no new revenue streams and 2.5% annual growth in tax revenue.

Sales Department Allocation

Trade Shows by Market Tour & Travel1615 Religious/Assn.7 or 87 Sports2 or 31

Marketing & Budget Summary  Leisure media spend of $1.6 million will be comprised of new TV spots, interactive campaign, and possibly radio, print, and outdoor.  $1.6 million will be spent entirely on the “destination” message.  Sales department budget includes a 40% increase in event investment (bid fee) dollars. We will be very aggressive in going after county-wide events.  Trade show and sales mission schedule will remain robust.  While the declining fund balance is a concern, the CVB will continue to focus on strategically marketing our destination in an efficient and effective manner. Fulfilling our mission is paramount.