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Published On: September 27, 1999

As a new Business Improvement District for the South Placer County region, Placer Valley Tourism needed a long-term strategic marketing plan to guide and measure its overall efforts.

In order to differentiate the new destination from the competition, SMG developed a core strategy to direct the destination message and overall creative elements. To understand the current situation, SMG analyzed previous marketing efforts including advertising, trade shows, fulfillment pieces, the DMO website and any available research and measurements of existing activities. SMG also reviewed the competitive set, target markets and the destination’s SWOT.

Recognizing that team sports are the primary revenue generators for the destination, SMG developed a core strategy utilizing sports to introduce and “sell” the destination’s assets. The sports strategy was different from its competitive set and defendable since Placer Valley, a burgeoning area just minutes from Sacramento, has newly built state-of-the-art sports facilities that have helped to attract state and national amateur and professional teams to the area.

As the cornerstone for the entire marketing program, the team sports theme was integrated into every marketing initiative adjusted for specific segments including business and leisure travelers. Tag lines such as “Team Sports is our Business”, “Building Winning Teams” and “Get in the Game” are being used. In addition to the core marketing strategy, SMG outlined a systematic approach or business model to implement and measure every tactic such as print and online ads, website upgrades, visitor relationship programs, promotions, sales, and public relations.

In order to monitor the marketing program, specific measurables were established for every marketing activity to identify refinements to future efforts and the return on investment for BID members to calculate long-term success.

SMG has been retained on an annual basis to assist staff with the implementation of the plan.