Marketing Update

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Marketing Update

• Bold New Directions, A Robust, Prosperous
  Economy

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Briefing Statement

• To provide an update to City Council on Marketing
  Research and Strategic Planto support
  Destination Portsmouth.

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Where we have been FY06

• Decentralized Budget
• No internal marketing oversight
• No measurement tools to trackReturn-On-Investment
  (ROI)

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Where we have been FY07

• Office of Marketing was officially launched with
  centralized funding(Graphic/Marketing Manager
  saved 39,728)
• Advertising in local publications, television
  andradio increased over 20 (VPLS/Cox)(Saved
  28,500 by lowering media commission rates)
• Began utilization of local media sponsorship
  including bonus delivery(Cox, WKUS, traffic
  sponsorships and WSKY)
• Focus Groups Completed
• Created Marketing Logo

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FY07 Return on Investment

• Tourism spending increased by 8.7 (Lodging,
  Food, Admissions)
• Courthouse Galleries attendance increased by 2
• Portsmouth Invitation Tournament attendance per
  night is 3,500. This represents a 5 increase
• Overall festival increased in attendance by
  3(Youth Expo, Umoja, Winter Wonderland, VA Arts
  Festival, Jamestown 2007, and River Rhythms)

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Where we have been FY 08

• Transitioned from external contract services to
  internal account management which yielded more
  efficient and targeted marketing initiatives
  support to city venues and other
  departments.(Director of Marketing saved
  127,500 by loweringagency management fee)
• Developed CMVA mascot (Andalo)
• Website initiatives Completed(www.PortsVaEvents.c
  om and www.portsmouthed.com
• Telephone Surveys Completed

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FY08 Return on Investment

• Local media-buy increased by 35
• Delivered over 12 million impressions to region
• Winter Wonderland attendance increased by 5
• Marketing assisted events at Willett Hall
  increased attendance, on average, by 3
• Overall festival increased in attendance by 3
• Telephone survey indicated initial Outdoor and
  Internet advertising increased awareness of city
  events by 5 to 22

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Focus Group Review FY 07

• 1. New communities are attracting young families.
• 2. Citizens are taking pride in the Citys
  heritage byrenovating historic neighborhoods,
  homesand buildings.
• 3. Companies from around the world are seeing the
  opportunities available here.
• 4. These attributes serve as proof that
  Portsmouthis growing in the right direction.

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Research Objectives forTelephone Survey

• Explore visitation to Portsmouth attractions
• Compare non-resident perceptions ofthe City
• Explore the impact of advertising as itrelates
  to how Hampton Roads residents view the City

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Portsmouth Image Survey

• Prepared by
• The Wessex Group, Ltd.
• Williamsburg, Virginia
• June 2008

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Survey Methods

• 200 Telephone Interviews w/ South Hampton Roads
  Residents (Chesapeake, Norfolk, Suffolk, Virginia
  Beach)
• Brief 14 Item Questionnaire (3-5 minutes)
• Interviews in February, 2008
• Margin of error n 200 6-7 pct. pts.
• Survey respondents a representative cross-section
  of South Hampton Roads residents

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Where is Advertising Seen?
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Events Attended in Past Year
0
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20
30
40
50
Portsmouth Restaurant
41
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Willett Hall
Note Survey in February
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Harbor Center Pavilion
Winter Wonderland
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Boating Event
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4
Umoja Festival
Asked only of those visiting Portsmouth for
Personal or Business and Personal reasons (n102)
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Events Attended in Past Year

• Of those who recall Portsmouth advertising, a
  consistently higher percent also visited a
  Portsmouth event/activity for personal reasons
  (personal or business and personal)
• Restaurant (60 vs. 31)
• Umoja Festival (9 vs. 1)
• Willet Hall Concert or show (20 vs. 10)
• Harbor Center Pavilion event (20 vs. 3)
• Winter Wonderland - Coleman Collection (17 vs.
  4)
• Boating Event (17 vs. 3)

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Portsmouth as a Place to Live
Over past few years, would you say your attitude
toward Portsmouth as a place to live has...
Rating of Portsmouth as a place to live
Nice 52!!
Improved 63!!

• Asked of those visiting Portsmouth for personal
  or business and personal reasons

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Portsmouth as - Place to eat dinneror attend a
Concert
Nice 78!!
Note Rating better among those who recall
advertising 85 vs. 75
Asked of those visiting Portsmouth for
personalor business and personal reasons
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Where we are going in FY09

• Continue the momentum and ensure adherence to
  core principles.
• The Brand Working collectively with
  initiativesto boost awareness and drive traffic
  to key activity centers throughout the City
• Marketing Research Monitor and evaluate all
  media purchasing through new initiatives and
  cost-effective measures (April 2009)
• Marketing Strategy Strategic Planningto
  support Destination Portsmouth.

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Next Steps

• Evaluate programs to generate revenue back to the
  City contracting marketing services.
• Offer optional service at Willett Hall to
  promoters and non-profits for marketing
  assistance/media buying services. Included in
  this assistance is market analysis, media
  recommendations, outdoor advertising opportunities

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Next Steps

• Give us a day. Well give you a vacation.

Really cute and adorable town that I would
love to walk around with my girlfriends.
DAB
A place I would love to visit vacation
experience for myself. SCG
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