Part II: Marketing Communication Strategies
Chapter 8: Goals
Shared Goals
The goals of the marketing plan outline the outcome the organization wants to create. They help drive the rest of the project, and without a well-thought out goal the institution cannot construct a successful marketing strategy (Chernev, 2014). Linz, Ravenna, and Toulon are three diverse cities but all have similar goals. Through these strategies it is recommended to increase overall tourism of younger couples by 3% from their new marketing campaigns and well as gain 2% market share of the travel industry in their perspective countries in the next two years. Each city should create new and
successful advertising campaigns that engage their target markets through different media outlets. Their websites should be upgraded to be more informative, efficient, and
engaging. Their social media needs to be more engaging as well. These goals are
advantageous but also within reach for the three cities. They are good bases for the towns to strive for as well as each city also has one other goal, stated below, which will help give it a competitive advantage over other nearby cities.
Young Adventurers’ Goals Toulon
It is recommended that Toulon focuses on couples visiting the city for several days rather than it solely being a port for several different cruise lines. Currently the city is known for being a stop on many different cruise line routes, but Toulon should increase the duration of couples’ stays. Another goal is to bring in $500,000 in revenue from
59 tourism annually. This goal will need to be gradual and they plan to add this amount of revenue over a five-year timeline. To achieve creating more revenue per year, it is recommended that Toulon creates better communication between their offices and their collaborators and create more adventurous opportunities for young couples who visit.
Ravenna
It is suggested that Ravenna should to bring its historical art museums and culture centers into the 21st century by creating an app for the city which focuses on the history behind all of its monuments and based on couples’ preferences gives them suggestions of museums to visit. To create this phone application the tourist department would have to work with a technological company to create an efficient and informational app for visitors. The Ravenna Tourism Department would also have to create better
communication strategies with the tourist attractions and other companies that interact with guests so the application is always helpful and up-to-date when travelers arrive in Ravenna.
Linz
It is recommended that Linz brands itself as a once in a lifetime experience due to its modern thinking and its mixture of historic and futuristic architecture. One major component of this goal is the Design Exhibition Center which is the city’s new convention center along with other innovative art museums. The exhibition center is currently only slated to host two this year even though it is brand new. In order to book more conventions and rebrand itself the city must have an organized communications strategy and depict the city as the place for innovative couples to gather and explore.
60 Experienced Excursionists’ Goals
Toulon
Toulon is recommended to create a ship hotel fleet where couples can either rent a yacht to sleep in and drive throughout their stay or they can book a room on a ship and they could stay in a floating hotel for the duration of their visit. Every vessel would have a luxurious interior with the yacht having many amenities for each pair, and the ships would have an extravagant restaurant as well as different activities for the couples to participate in such as tennis or squash. It is recommended to brand the city as a chicer place to visit. To accomplish this goal the tourism department must create the best atmosphere for its new hotels. This means hiring the best staff and having efficient communication between all of the workers as well as buying the best products for each hotel.
Ravenna
For Ravenna, it is suggested to generate $400,000 in annual revenue from tourism by focusing on the artistic aspect of the city. It is recommended for Ravenna to build up to $400,000 within the next 5 years. Currently the city does not have effective
communication strategies between itself and its target consumers. During the new
campaign Ravenna will to rebrand itself as a city for artists and those who want to escape from mundanity. To achieve this the city needs become more organized and create a memorable and authentic message to give its visitors. Their communication strategy must have a clear message and create a positive perception of the city for the target segment.
61 Linz
It is recommended for Linz to integrate the more historic sections of Linz with the contemporary neighborhoods. They plan on linking more stories from the city’s history to elements in the modern day. This will entice people to visit the city and see its diversity of architecture and overall general feel. The plan is to accomplish this with an innovative and interactive communications strategy and efficient communication with current and potential guests.
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