Convention and Visitors Bureau of Greater Cleveland (CVB)
Trade Advertising
The CVB had never provided its members a year-long schedule and a plan to enable them to partner in the CVB's media placements. Barbara developed a membership media strategy to demonstrate to the CVB sales team and its members how they could build a comprehensive, focused plan that could leverage the CVB's media dollars. This plan would provide significant savings to the membership community and powerful added media value and exposure for the CVB message.
Several significant changes were proposed:
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Above is part of the schedule developed for the year clearly defining the CVB trade media focus. The "Yellow" boxes indicated placements where members could purchase discounted ad-space based on pre-commitments the CVB could make to these publications.
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After extensive research, commitments were made with publications reaching communities that presented the greatest income-spending meetings such as the medical and corporate meeting groups. Dollar for dollar Corporate meetings is the largest growth market in the meetings business. The CVB had no media or sales focus on this business category. At the time this plan was developed nearly 50% of all meetings delivered by the CVB were for the class known as SMERFs (Social, Military, Educational, Religious, Fraternal). These are historically cost-sensitive and low-budget.
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Both the Meetings trade media-schedule and the Group Tour trade media-schedule were combined in the same calendar to enable the members to plan their program more efficiently. Historically these two travel areas were handled as different departments with different budgets, different creative and completely different membership communication.
The CVB has not yet executed this plan.
To See the entire Membership Advertising Program Proposal click here:
cvb06_SalesKit_d4.pdf
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