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Published On: October 3, 2002

Struggling with a variety of disjointed visitor amenities and a weekend orientation, the Ventura VCB needed to redefine its image and increase promotional efforts targeted at expanded segments.

To assist with brand development and a new competitive strategy, SMG developed a 3 year strategic marketing plan. Intensive interviews with businesses and tourism officials yielded insight for developing a new brand to capture the values and vision of the Ventura community.

Using the successful SMG Business Model approach, the comprehesive plan includes strategic goals and objectives, marketing strategies, and specific action steps to improve efficiencies and continually drive new and repeat guests to Ventura lodging properties and attractions.

The Board of Directors unanimously adopted the plan that includes the new Business Model system for brand building and improved routing of generated leads to properties. A new logo and brand was created and is included in all marketing efforts and the web site.

In order to better understand the Ventura visitor, SMG has been retained to conduct a year round visitor profile study. The study will allow Ventura to more efficiently target visitor segments as outlined in the new long-term plan, and make necessary adjustments along the way.