opportunity assessment and marketing plan
Effective branding requires an effective understanding of your audience and competitive ecosystem.
CDA’s 7-Point Assessment is an audit that provides an easy-to communicate SWOT Analysis, actionable next steps, and recommendations in how and where to allocate resources.
- Stakeholder Interviews
- Industry Trends Report
- Audience Report
- Competitor Audit
- Brand Audit
- Communications Audit
- Marketing Plan
stakeholder interviews
It is an essential first step to identify areas of misalignment and missed opportunities amongst chief stakeholders, champions, and advocates in the community.
This involves coordinating a round of interviews with different groups to:
- Collect insights, media, and materials from the people most directly involved on a day-to-day basis
- Identify opportunities for data sharing
- Create organizational alignment
- Identify areas of misalignment and conflicting priorities/objectives amongst stakeholders
- Create comprehensive organization “wish list” of features to inform ultimate strategic direction
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industry trends report
As a part of CDA’s core philosophy of Start With Who, we stay plugged into industry-specific data sets, able to report on overarching trends and best practices for destination marketing.
Report Includes:
- Visitor Insights (Psychographic, Demographic, Geo)
- Visitor Media Habits
- Visitor Spending Preferences
- Drivers of Visitation & Purchase Consideration
- Marketing/Advertising Spend Benchmarks (By Channel)
- Messaging/Imagery Trends
- Examples and Data from Comparable Destinations
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audience report
CDA will combine data from online surveys, stakeholder interviews, historical engagement data from web & social properties (including review sites), and census data to develop marketing profiles and personas for the different audience targets you will need to reach and engage, including:
- Socio-Economic Factors
- Cultural Considerations
- Geography
- Media Habits
- Decision-Making Factors
In the Marketing Plan, we will then map specific tactics and resource cost to achieving specific objectives with each group.
Report Includes:
- Audience perception & differentiation from competing destinations
- Target personas for marketing communications
- Audit of heart-side and head-side considerations: surveys, interviews, feedback, comments, social listening, online reviews
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competitor audit
We will identify and visualize areas of competitive advantage, differentiation, parity, and where your brand is falling behind competing destinations.
Included in the Audit:
Overview
- Visitor Experience
- Core Benefits and Value Proposition
- Misc. Value
- Price
Branding/Positioning
- Messaging
- Tagline
- Design/Brand Style
- Mission/Purpose
Communications
- Website
- Social Media
- SEO & Google Search Trends
- Paid Media/Advertising
- eCRM (email, SMS, notifications)
- Misc. Web Presence & PR
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brand audit, pt. 1
We begin by by developing a strategic foundation that finds alignment between 3 things:
- Audience Truth (preferences, habits, pain points, lifestyle)
- Brand Truth (value proposition, archetype, differentiators)
- Cultural Truth (beliefs, values, current events, unique voice)
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brand audit, pt. 2
The second step of our brand audit is to produce a Brand Matrix that maps out the dynamic between your destination and your target visitor audience.
This includes 9 different dimensions to define the brand, creating alignment between your destination’s externalization (logo, messaging, aesthetic), and the internalization (cultural factors, brand persona, etc).
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brand audit, pt. 3
The next step is refining messaging points in a way designed specifically to optimize business impact. We start from the point of view of your target visitor personas, and develop a two-pronged approach to messaging:
- Define how visiting helps with specific hardships the visitor is suffering from
- Ameliorate prospective reasons a visitor may choose NOT to visit
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comms
audit
Informed by the findings thus far, CDA will identify and recommend areas of opportunity within your marketing channels, including utilization of our relationship with Visit California:
Audit Includes:
- Web Presence
- Social Media Accounts
- PR & Media Relations
- Paid Advertising
- Co-Ops & Affiliate Communications
- Direct Mail
Recommendations Include:
- Missed opportunities
- Next steps
CDA will then map the different audience personas and objectives of the strategic tourism plan to different marketing and advertising channels, to ensure that there is a strong and clearly defined direction for all communications moving forward.
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marketing
plan
Finally, CDA will develop a multi-year marketing plan that includes recommended cost to implement, benchmarks, KPIs (target performance metrics), campaign plan, media planning, and a project schedule to implement.
- Key performance indicators (KPIs)
- Media strategy
- Project schedule/campaign calendar
- Cost
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