2022 Workshop Schedule – Attend Online!

Find the Zoom links below to access each virtual session. Contact us at sarah@jbmediagroupllc.com and cc syerkey@jbmediagroupllc.com or text (828) 242-0277 with any technical issues you might encounter.

Below you will find Zoom details for each one of our rooms throughout the event. There are 3 rooms to choose from and each one has classes that happen in the morning and afternoon. The rooms run concurrently so for every time slot you have 3 options to choose from. Essentially during concurrent sessions, you can choose one of the classes to attend live so review all 3 rooms and make a list of the classes you would like to attend. All classes will be recorded and shared with attendees approximately 2 weeks after the event.

Each meeting room has its own link, meeting ID, and password. All classes in a room will use the same Zoom details throughout the day on both Monday and Tuesday. We have kept everything as consistent and simple as possible to make logging on easy. If you have any questions please email Sarah Benoit at sarah@jbmediagroupllc.com.

Day 1

MONDAY, NOV. 14TH

Keynote – Windsor 

Join Zoom Meeting: https://zoom.us/j/99423235105?pwd=RFpQTlhwS3hNUWVpUDJMSURlTy9DZz09
Meeting ID: 994-2323-5105
Passcode: 123

9:00 am 

2023 Tourism & Destination Marketing Trends

Sarah Benoit of JB Media Institute

The last 3 years have brought deep, long-term, and powerful changes to the travel and tourism world. Explore digital marketing trends, data, and insights that will help inform your communications, advertising, and marketing efforts in 2023. Learn about online behaviors and strategies that can help your organization, business, or region be more successful.

Room 1 – Windsor

Join Zoom Meeting: https://zoom.us/j/99423235105?pwd=RFpQTlhwS3hNUWVpUDJMSURlTy9DZz09
Meeting ID: 994-2323-5105
Passcode: 123

10:30 am 

Google Analytics Updates

Join Zoom Meeting: https://zoom.us/j/99423235105?pwd=RFpQTlhwS3hNUWVpUDJMSURlTy9DZz09
Meeting ID: 994-2323-5105
Passcode: 123

Sarah Benoit of JB Media Institute

For almost 20 years Universal Google Analytics has set the standard for website tracking. This free tool has become incredibly valuable for businesses and organizations of all sizes all across the country. In 2022, Google announced it will launch a new version of Google Analytics July 1, 2023 called “GA4.”  Learn what is changing with your website tracking and how you can be prepared for one of the biggest changes in Google tracking we have seen since 2005. 

Noon 12 pm 

Media Panel

Join Erin Leonard from the Asheville Chamber of Commerce as she hosts a media panel with experts from radio, TV, and print to talk about the current state of media and public relations. Learn how things have changed in the last 3 years and how to make your media outreach and pitching more effective.  

1:15 pm 

How to Bring DEI (Diversity, Equity, and Inclusion) into Tourism Marketing?

Aisha Adams of Equity Over Everything 

How can you become a leader of diversity, equity, and inclusion? Find out ways you can challenge the old paradigm of DEI thinking as a tourism marketing professional and as an organization, business, or brand. 

2:45 pm 

Tips for Making DIY Reels that Engage People

Aisha Adams of Equity Over Everything 

Reels have fast become one of the most popular forms of content on the Internet. How can you and your brand make the best use of this medium? Get tips and tricks for creating Reels that have an impact.

Room 2 – Alexander

Join Zoom Meeting: https://us02web.zoom.us/j/84694027177?pwd=c1RTaWFlZTNaa1BjTlUvYzRDOW9yUT09
Meeting ID: 846-9402-7177
Passcode: 123

10:30 am 

Designing Graphics, Places, and Events People Love

John Hornsby, Hornsby Creative Group & Connection Kits 

Design is about more than just graphics. It’s about the way you make people feel. Join environmental design expert John Hornsby, owner and founder of Hornsby Creative and Connection Kits, to learn tips for creating graphics that inspire connection, impact communities and increase conversions. Explore the power of using environmental graphics in physical spaces and innovative design strategies to make your events more memorable and engaging.

1:15 pm 

Working with Your Local Government

Chris Cavanaugh of Magellan Strategy Group 

While the pandemic created new opportunities for rapport between tourism and local government, the need for stronger relationships with both elected officials and staff had been growing long before Covid.  Issues such as destination product development, visitor management, public safety, and revenue allocation have increasingly been in the spotlight as opportunities for both resistance and collaboration. Chris Cavanaugh of Magellan Strategy Group will discuss these and recommend ways of maximizing relationships between you and your local government.

2:45 pm 

Website Usability Toolbox

Joao Barbosa of Renaissance Learning

UX is a growing field focused on putting customers first and making their experience your #1 priority. An important part of UX is website usability, which focuses on the importance of building and managing websites people want to visit. Learn the latest trends and best practices for making your website a place people want to be and take action. 

Room 3 – Victoria 

Join Zoom Meeting: https://jbmediagroup.zoom.us/j/82175748721
Meeting ID: 821-7574-8721
Passcode: 123

10:30 am 

Ethical Marketing in Tourism

Justin Belleme, JB Media Group

As technology evolves, the line that separates ethical from unethical digital marketing practices moves. To avoid embarrassing and costly mistakes, all businesses, especially purpose-driven businesses, need an ethical marketing policy and strategy. But what does it really mean to be an “ethical” marketer today? In this presentation, Justin Belleme will share an overview of the key topics and best practices to ethical, purpose-driven marketing, especially as it relates to local and tourism marketing.

1:15 pm 

The Power of Great Photography

David Huff of David Huff Creative

There’s an old adage in photography that says “The best camera is the one you have with you” This is more true now than ever since we all have a camera on our phone and most of us, myself included, never leave home without it!  It is also true that more of us know much more about photography than was the case 10 years ago. With the advent of cameras on our phones and the rise of a social media landscape for sharing our pictures, most of us have become pretty good amateur photographers.

Do you want to up your game and master the potential of your phone’s camera? Learn how the professionals capture great images, when the right time to hire a professional is, and the best gear for you to have.

Don’t forget to bring your phone, and make sure that it is charged, because we will be taking and sharing pictures in this session

2:45 pm 

Google Business Listing Changes & Updates

Sarah Benoit of JB Media Institute 

Google Business Listings are an essential tool for any local business that wants to attract local residents and travelers currently nearby. Google Business Listings bring the power of geotargeting, SEO, and customer service together so any brand can attract new and existing customers. Find out how this tool has changed in 2022 and get hands-on tactical support in understanding the different features you have available. 

Closing Remarks  – Windsor 

4:05 pm 

Join Zoom Meeting: https://zoom.us/j/99423235105?pwd=RFpQTlhwS3hNUWVpUDJMSURlTy9DZz09
Meeting ID: 994-2323-5105
Passcode: 123

Day 2

Tuesday, Nov. 15th

Room 1 – Windsor

Join Zoom Meeting: https://zoom.us/j/99423235105?pwd=RFpQTlhwS3hNUWVpUDJMSURlTy9DZz09
Meeting ID: 994-2323-5105
Passcode: 123

9:00 am 

Redefining SEO in Today’s Modern World

Sarah Benoit of JB Media Institute

SEO (search engine optimization) is more than just a marketing service or strategy, it’s a mindset. Embracing this mindset means you have committed to putting your customers’ experience and always working to improve the experience people have on your website. Find out what it means to build your authority and optimize your website in 2023.

10:30 am 

Engaging the Right Influencers and Partners

Sarah Benoit of JB Media Institute

The world of influencers and partnership marketing is always changing and new opportunities are available for many regions. Learn current influencer trends and strategies for connecting with the people and partners you need to increase engagement and build your following.

1:30 pm 

Email Marketing Strategies for Tourism and Travel

Sarah Benoit of JB Media Institute

Email marketing is one of the oldest strategies in digital marketing, but since the advent of social media and major changes in privacy and security laws, how we handle email marketing has shifted over time. Learn how email can have value for your organization in this current digital ecosystem. Explore trends and strategies you can employ with your own lists. Explore the value of first-party data and the value of building customer databases, not just email lists.

Room 2 – Alexander

Join Zoom Meeting: https://us02web.zoom.us/j/84694027177?pwd=c1RTaWFlZTNaa1BjTlUvYzRDOW9yUT09
Meeting ID: 846-9402-7177
Passcode: 123

9:00 am 

Maximizing Your Marketing Budget

Chris Cavanaugh of Magellan Strategy Group

Even after (or maybe because of) a global pandemic, your competition has never been as fierce as it is now.  With a possible recession looming and continued uncertainty about the business environment, Chris Cavanaugh of Magellan Strategy Group will present his suggestions for maximizing your organization’s budget—no matter the size–in a volatile climate and how you can beat the competition while delivering higher ROI.

10:30 am 

Create Successful Relationships between Your Local DMO, Creators, Freelancers, and the Community

Whitney Smith of Explore Asheville

When it comes to marketing a destination, the opportunities can be endless – and sometimes overwhelming. In this session, learn how to create a sustainable framework for tapping into your local creative network to better tell your destination’s story while providing more opportunities for your partners and local content creators.

1:30 pm 

Anticipating the Future of Travel

Chris Cavanaugh of Magellan Strategy Group

Think your crystal ball is broken? Rest assured–it’s not working for anyone else, either. But there are some signals out there (some stronger than others) that demonstrate where travel is going and how you can leverage what we know and be prepared for what we don’t. Chris Cavanaugh of Magellan Strategy Group gives us his long-term vision for travel post-Covid and how your organization can take advantage of a much-changed marketplace.

Room 3 – Victoria

Join Zoom Meeting: https://jbmediagroup.zoom.us/j/82175748721
Meeting ID: 821-7574-8721
Passcode: 123

9:00 am 

Data Driven Content Strategy

Justin Bellem, Jake Kennon, and Mandy Gardner of JB Media Group 

Join team members from JB Media Group, a B-Corp certified marketing agency based in Asheville, NC. Learn how their professional content marketing team employs the most ethical and effective approaches to building data-driven digital marketing content strategies. Explore how you can create the content people are looking for and increase your website traffic. Looking to dig more deeply into your own content approach? Have questions? You can also attend Justin’s Tuesday afternoon Expert Q & A where he will explore how to put these principles into action.  

 

10:30 am 

Tracking Conversions on Google Ads

Peter Frisa of JB Media Group

Learn all about conversion tracking with Google Ads. All levels of experience are welcome. We will cover many basic and advanced tips and tricks.

1:30 pm 

Ask an Expert Q & A

Justin Belleme of JB Media Group, JB Media Institute, and RomanticAsheville.com 

As the 2022 DIY Tourism Marketing Workshop comes to a close what questions do you have about your content or advertising strategy? Join Justin Belleme for a special Ask an Expert session focused on content marketing and highlighting social media and Google ads. Come prepared to have a conversation and share what you are working on currently.

Closing Remarks  – Windsor 

3:00 pm 

Join Zoom Meeting: https://zoom.us/j/99423235105?pwd=RFpQTlhwS3hNUWVpUDJMSURlTy9DZz09
Meeting ID: 994-2323-5105
Passcode: 123

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I loved the Tracking and Reporting Class with Sarah… she dove in and showed you realtime how Google Analytics worked and what you should be looking for.

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