Description
Tourism.visitcalifornia.com (B2B) provides easy tools for travel industry professionals and media to learn about and participate in CTTC programs. The Marketing Program Planner (MPP) lets assessed businesses find relevant programs, indicate interest, or plan using the 18-month calendar. The Content Submission Tool collects content for use in CTTC Web sites, communication programs or business listings, improving representation and turnaround time. The revised Research area makes key data much more accessible and useful for any industry professional. Other featured areas throughout the site promote key programs, showcase planning essentials (i.e. annual work plans) and provide an easily accessible Press Room area.
Background
In mid-June 2008, CTTC unveiled the MPP for assessed businesses and industry stakeholders to learn about and participate in CTTC marketing programs. In October 2008, CTTC launched the complete B2B site and transferred all industry and press content from visitcalifornia.com. The B2B has received:
- 45,234 visits since launch; 69% new visitors viewed 130,787 pages of content.
- On average, 270 visitors log on each weekday from 514 different cities in California.
- Monthly visitation in 2009 is up an average of 2,000 visits per month versus the last two months of 2008, despite no major new enhancements and promotion.
- The Content Submission Tool has collected over 1,000 events, news, press release, editorial and photo/video submissions, with a 48% increase in submissions from January to February.
- A 40% increase in total pages viewed for similar periods comparing footer traffic of visitcalifornia.com to tourism.visitcalifornia.com.
New for 09-10
The long-term goal is for all database information to be managed via the site, including event registration, account information, payments and assessments as well as including more Public Affairs (starting with a CEO Blog) and industry updates. Specific short-term goals include revamping and adding new content to the research section, launching a new travel trade section and evaluating usability of the content submission tool.
Objectives/Metrics
- Convenience: Provide an easy-to-use resource for travel and industry stakeholders to find and participate in programs.
- Communication: Improve partner ability to find relevant CTTC marketing program opportunities and planning materials.
- Efficiency: Collect content for CTTC Web sites and communication programs, provide interface to find media images, and keep program data more up-to-date with better reporting.
- Better leverage existing tools: Simplify research, planning and payment mechanisms as well as production of program summary materials.
- Inspire the California travel industry: Provide easy access to relevant information to reinforce CTTC core mission and value.
B2B objectives are measured by overall industry approval through satisfaction survey, number of total visitors and visitors each day, geographic distribution of visitors, and number of visitors submitting content or interest through the MPP.
BUDGET ITEMS
Tourism Industry Web Site: $30,000 |