N ew Tr a vel O r egon O r ga niz a t ion St r uct ur e 12 . 6 .17 - PowerPoint PPT Presentation

N ew Tr a vel O r egon O r ga niz a t ion St r uct ur e 12 . 6 .17

SPRING CAM PAIGN ODM O PR ESEN TAT ION

OBJECTIVE Inspire people to come find happiness off the beaten path, all over Oregon.

CULTURAL TRUTH The modern experience is taking a toll on happiness and healthfulness. We’re more anxious than ever. We aren’t as light and alive as we should be.

OREGON IS THE ANSW ER! Getting out into it will make you feel better and happier.

APPROACH This campaign is about a feeling. We want our advertising to stir a visceral, emotional reaction in our audience.

I N TRO D UC I N G T R AV ELOR EGON.C OM + OT I S 12 . 6 .2 0 17

TRAV ELOREGON .COM W HY OV ERHAUL • Mobile traffic = 50 % • Growing technical debt • Site speed optimization • New brand / visual language • Tackle several large discreet projects in tandem

TRAVELOREGON.COM W HAT W E LEARNED • Love the website • Expect to find content in multiple categories • Want the navigation simplified • Want subcategories • Still organize by geography • Attractions and/or Trip Ideas • Are interested in themed travel

TRAVELOREGON.COM SEO BEST PRACTICES M ILES RECOM M EN DATION S • Get load times to ~ 3.7 seconds • Update deep backlinks post-launch • Simplify the website URL structure • Leverage answer engine feature (schema markup) • Redirect party! (curated 5,0 0 0 + redirects) • Consolidate site map

TRAVELOREGON.COM INSPIRE + INFORM • Fast • Robust • Flexible • Curatable • Context • Place • Pathways • Discovery • Serendipity • Informative • Accessible

W HAT IS OTIS?

IN TROD UCIN G OTIS The O re g o n To uris m Inf o rm a t io n S ys t e m ( O TIS ) *, is a c o lla b o ra t ive p la t f o rm us e d f o r s ha ring a nd m a int a ining O re g o n' s t o uris m a s s e t s . O TIS unif ie s t he e f f o rt s o f t he t o uris m ind us t ry, he lp ing s t re a m line c o nt e nt m a na g e m e nt a nd c o m m unic a t io n. *O TIS re p la c e s t he O rb .

OTIS IS POW ERED BY EV ERYON E • O TIS is t h e c e n t ra l h u b f o r m a in t a in in g p o in t s o f in t e re s t like a t t ra c t io n s , b u s in e s s e s , t ra ils , p a r ks , e v e n t s a n d d e a ls . • O TIS is b u ilt w it h o p e n - s o u rc e s o f t w a re , a llo w in g t o u r is m p a r t n e rs t o f re e ly p u s h c o n t e n t u p d a t e s t o t h e d a t a b a s e a n d p u ll t h e m in t o t h e ir o w n w e b s it e ( le v e ra g in g t h e O TIS A P I) . • O TIS is o p e n t o lo c a l D M O s , re g io n a l D M O s a n d s t a t e - w id e t ra d e g ro u p s like t h e O re g o n Re s t a u ra n t & Lo d g in g A s s o c ia t io n , O re g o n S t a t e P a r ks , O re g o n W in e B o a rd , e t c .

OTIS IS IM PORTAN T • It is a way for us to support and empower BECAUSE our industry partners • It helps us build trust with our audiences • It is what consumers want • Content syndication is a critical function of publishing

KEY FEATURES OF OTIS • Completely restructured database • Rebranded + redesigned user interface • Centralized messaging system • User-driven profile management • Optimized page load • Robust, filterable reports + exports • Easy relation of any listing to another • New + enhanced outdoor rec data (powered by Recreation.gov + Oregon State Parks)

REGISTER / OT IS.T RAVELOREGON.COM

• Enhanced search TO + OTIS • Multi-point maps • Ski Oregon + Eastern Oregon integration • Oregon wine + heritage data • Connected data (relationships) • Regional education, trainings + integration

Thank you! OT I S@ T R AV ELOR EGON.C OM M O SHER I F DEEN / / M O@ T R AV ELOR EGON.C OM KAT E J OR GEN SEN / / KAT E@ T R AVELOREGON.C OM

Tra ve l O re g o n G ra nt s P ro g ra m s 12 . 6 .17

GRANTS PROGRAM S IN D USTRY.TRAV ELO REGO N .CO M / GRA N TS eligible applicants for projects that contribute to the development and improvement of communities throughout the state by means of the TRAVEL OREGON COM PETITIVE GRANTS SMALL GRANTS MEDIUM GRANTS LARGE GRANTS $ 20 ,0 ,0 0 0 - $ 10 0 ,0 ,0 0 0 Up to $ 20 ,0 ,0 0 0 Ove ver $ 10 0 ,0 ,0 0 0 25% cash 50 % cash 10 % cash match required match required match required Project complete in Project complete in Project complete in 12 2 years 2 years months -Open on direction of -Opens -Opens July 20 18- Commission - Spring/ Summer 2018-

COM PETITIVE GRANTS ELIGIBILITY Elig ible applicants include tho se listed belo w that are do ing business in Oreg o n and can demo nstrate direc t w o rk in to urism industry • Lo cal g o vernment • Po rt districts • Federally reco g nized tribes • No n- pro f it entities Eligible projects must provide for the improvement or expansion of the tourism economy in Oregon. Projects are intended to increase the likelihood of visitation from 50 miles outside the local area.

OREGON W INE COUNTRY PLATES M ATCHING GRANTS PROGRAM A D M IN ISTERED BY TRAV EL O REGO N Pro jects must pro mo te wine and/ o r culinary to urism. Elig ible applicants include tho se that are • An inco rpo ra ted no npro f it o rg a niza tio n o r g o vernmenta l unit Grant requests respo nsib le f o r the to urism pro mo tio n up to $ 50 ,0 0 ,0 0 0 o f a destina tio n o n a yea r- ro und basis • A no npro f it entit y tha t ma na g es 1:1 match required to urism - related eco no mic develo pment (up to 50 % can be in-kind) pro g ra ms a nd pro jec ts • Projects complete A reg io na l o r sta tew ide a sso cia tio n tha t represents entities tha t rely o n in 12 months to urism - related business f o r mo re tha n 50 % o f their to ta l inco me

KEY TAKEAW AYS IN D USTRY.TRAV ELO REGO N .CO M / GRA N TS If you have a project idea, connect with your Regional Destination Management Organization (RDMO) Fu Funding opportunities exist and will be ava vailable annually If y you have ve a wine and/or culinary t tourism project consider The Oregon Wine Country Plates Matching Grants Program

SOLAR ECLIPSE LEARNINGS W HY YOU N EED T O PLA N

W HAT W ORKED? W H AT H ELPED M A KE TH E EC LI PS E A SUCC ESS F UL EV EN T? • Bro a d c o lla b o ra t io n • Pla nning a he a d • D e p e nd ing o n t he e xp e rt s • Alig ne d m e s s a g ing • S ha ring a c o m m o n g o a l • Be ing p re p a re d f o r a ny t hing

APPLY LEARNINGS C REATE A C RI S I S CO M M UN CATI O N S PLA N W H AT D O YO U N EED I N A PLA N ? • Crisis Response Team • Employee/ Partner Communications • Meeting Agenda • Q&A Template • Media Gateway Policy • Rules of Engagement • Process Check • Recovery Plan • Communication Network • Lessons Learned • Initial Statement

CRISIS RESPONSE TEAM • help with outreach and planning during (and before) a crisis. • Determine who the best spokespeople are in your community and incorporate them in your planning efforts. Have a backup.

S TAY IN YO UR LANE

M EETING AGENDA • Leadership presents facts to the • Determine the po tential fo r media Crisis Respo nse Team co verage and when it might o ccur • Assess and identif y: Gather an • Determine whether a go vernment accurate o verview, assess o r law enfo rcement agency situatio n, separate facts fro m respo nse is expected speculatio n • Determine whether the crisis will • Understand what info rmatio n has invo lve third parties been shared publicly • Ask all members to state what • Determine the po tential fo r so cial they are hearing fro m their media po sts co nstituencies • Def ine the impact to the agency and its audiences

PROACTIVE vs. REACTIVE • Does this incident have the potential to cause a loss of trust or credibility for the agency? • Will going public cause alarm among visitors? Could a decision to not go public create a backlash at a later date? • Does this incident have the potential to cause losses for you and/or your industry partners? • Will the incident result in legal action, either criminal or civil? • Will there be communications guidance by emergency services, law enforcement or elected officials?

DETERMINE MESSAGING W H O IS YO UR AUD IEN CE? TH RESH O LD Q UESTIO N S: • Visitors • Will the tourism industry be affected? • Board • How will visitors react? • Media – To whom will they direct • Community their questions? • What (mis)information is out there? W H AT A RE YO UR • CH A N N ELS? reputation be harmed by • Newsletters releasing information? • What specific answers are • Social media visitors/ media seeking? • Press release • Visitor center

COM M UNICATION NETW ORK ONCE THE PLAN HAS BEEN CREATED, CONSIDER STAKE-HOLDERS W ITH W HOM YOU SHOULD SHARE THE PLAN: • Partners/staff • Board • • RDMO/ Travel Oregon • Local visitor center • Etc.

NEXT STEPS • Break to craft respo nses • Reco nvene gro up – Present messaging across audiences – Identify any supplemental Crisis Response Team specialists still needed – Approve spokesperson selection – Approve draft messaging – Set next meeting to report status/updates