RESEARCH BY MEGELLAN GROUP PART OF PROGRAM OF WORK
Strategic Planning Conducted by Megellan Strategy Group
Organizational Strategies to work on for 2014-2015
- Leverage the investment in Southeast Tourism Society Marketing College scholarships into industry education that benefits the entire region.
- Develop front-line staff hospitality training programs that facilitateguest knowledge of the entire region and which can be effectively conducted in cooperation with other destination marketing organizations.
- Partner with local school systems and other educational institutions in the North Alabama region to create resources that stimulate field trips and otherin-market travel opportunities.
- Develop rural marketing expertise through continuing education programs and providing marketing tools that target small town experiences.
- Communicate the depth and breadth of North Alabama as a destination through marketing based upon the most compelling stories of the region and actual visitors’ experiences.
- Stimulate cross-county and promotion by building thematic itinerariesand packages. Facilitate cross-selling of destinations and attractions by identifying similar visitor experiences and selling them via”Amazon.com-like” bundling (’if you like this, you’ll like…”).
- Establish the AMLA brand as the leading advocate for travel and tourism in the region to various internal audiences, including elected developers, economic development officials, media, and local residents.
- Refine and communicate consistent AMLA messaging across all audiences and regularly deliver it using the most appropriate and effective means.
- Create a singular and powerful AMLA “Power of Travel” message that is specific to the entire region, demonstrates the direct and indirect economic impact of travel and tourism across a variety of categories, and which can be easily communicated through different media.
- Determine and clearly communicate the specific AMLA value proposition delivered to members.
- Identify potential new AMLA members by leveraging and facilitating current member networks and using their knowledge of local businesses and organizations.
- Employ a variety of recruitment tools to regularly bring new tourism and tourism-impacted businesses into the organization.