Day 1 – Tuesday, Nov. 13th
8:00 am – Registration
8:30 am – Networking & Introductions
9:00 am – Welcome: Chris Cavanaugh of Magellan Strategy Group
9:15 am – Presentation: Digital Storytelling for Tourism Organizations – How to Be memorable and Shareable, Sarah Benoit & Justin Belleme of JB Media Institute
Great storytelling is a key reason any marketing is successful, but in the world of travel and tourism, storytelling can mean the difference between someone visiting your destination, attraction, or location, or going somewhere else. Learn best practices and strategies for making your story unforgettable and building long-term relationships with visitors and residents that grow your customer base.
10:15 am – Break
10:30 am – Concurrent Breakout Sessions
- How to Socially Engage Locals and Visitors – Introduction to Social Media Marketing and Strategy
Social media is one of the most convenient, affordable ways to communicate with and stay connected to people who visit your location or destination, but the platforms can also be time-consuming and confusing. Learn the basics of how social media algorithms work and tips for cultivating an engaged network of people who love what you do and tell their friends and family.
- Advanced DIY Social Media Advertising – Beyond Boosted Posts, Advanced Tactics to Reach Your Target Audience
For the last several years, social media advertising has been the most cost-effective way for small businesses to reach their target audiences. As the social advertising landscape gets more competitive and expensive, advanced strategies are needed to remain relevant. This class will explore the current best practices for social media advertising available for small businesses with modest budgets.
11:45 am – Lunch Panel Discussion
1:15 pm – Concurrent Breakout Sessions
- Introduction to DIY Online Advertising Strategies
Online advertising can be a confusing world. There are many options and campaign setup can be difficult for beginners. Learn to understand the basics of PPC/CPC advertising and explore best practices for creating your first Google AdWords campaigns.
- Advanced Adwords management – Getting the Most Out of Google AdWords
Join us for a presentation to learn how to efficiently run advanced tourism campaigns on Google AdWords. We will cover refined targeting strategies, best practices for conversion tracking, tourism industry benchmarks, and advanced keyword strategies. We have been managing AdWords campaigns for Tourism organizations for over ten years, you don’t want to miss out on these tips and tricks.
2:30 pm – Break
2:45 pm – Presentation: Event Marketing Best Practices
Every event deserves its own marketing strategy. Marketing and promoting an event requires a unique set of best practices that engage your attendees, build rapport with your sponsors, benefit your vendors, and keep people wanting more in the future. Learn how to ensure your event’s success with digital strategies that make the event memorable, shareable, and repeatable.
4:00 pm – Closing Remarks
4:15 pm – Adjourn
5:30 pm – Optional Happy Hour and Networking
Day 2 – Wednesday, Nov. 14th
8:00 am – Networking
9:00 am – Concurrent Breakout Sessions
- Effective Marketing Partnerships
Because vacations include multiple experiences and activities, travel and tourism organizations are uniquely positioned to collaborate and create effective partnerships. Explore and learn from real-world examples for creative marketing partnerships, social media cross-promotions, and influencer marketing. Learn best practices to create and execute authentic tourism marketing campaigns with both your existing relationships and to develop new, mutually beneficial, long-term relationships.
- Life After the Press Release – PR in the Digital Age
Contrary to popular belief, public relations is not dead, it has just evolved to become an even more powerful strategy in this digital media age. Pitching journalists and the media, building an online press kit, getting coverage from national channels online and offline, and sharing your brand through multimedia content are all essential tactics for creating an online PR plan. Learn to reach more people and attract more visitors and customers.
10:15 am – Break
10:30 am – Concurrent Breakout Sessions
- SEO Basics for Destinations
Search engine optimization (SEO) can be technical and difficult to understand. Learn the SEO basics every destination or attraction should be aware of and find out why local and mobile SEO are so important for promoting a physical location. Discover the ins and outs of Google My Business and get tips for attracting great reviews.
- Advanced Tactics for Developing a Tourism Focused Content Marketing Strategy
Developing professional content for digital marketing requires creativity across written content, social media, video, and email. Doing all of these things well is challenging for any small organization. This class will explore advanced strategies that any business can deploy effectively.
12:00 pm – Lunch Panel Discussion
1:30 pm – Presentation: Looking Ahead – Tourism Marketing Trends and Emerging Strategies
As technology and digital communications evolve, the tourism industry must continue to embrace these changes and trends in a strategic way. Attracting local residents and visitors to your region, destination, or attraction means thinking about what Americans and international travelers want as they explore the country. Let’s discuss what you are experiencing in your local area and what steps you are planning to take in the future to create stronger brand recognition and increase your bottom line. How are you achieving success? What problems are you working to solve? Come to this closing session prepared to share your thoughts and experiences and offer support and ideas to others in the tourism industry.
3:00 pm Adjourn