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DELRAY BEACH - Discover the Palm Beaches, Based on # of reviews on…
DELRAY BEACH -
Discover the Palm Beaches
DISCOVER THE PALM BEACHES
Consulting practice focused on
destination tourism optimization
Promote economic development
Create competitive advantage(s)
Support community development
DEMAND GENERATORS
Beaches
Visiting relatives/friends
Shopping Food & beverage
One time events
Delray Beach Open (tennis)
Savor the Avenue
Fashion Week
Sightseeing
Wakodahatchee Wetlands (wildlife)
Art and Museums
Morikami Museum & Japanese Gardens
Cornell Art Museum
Pineapple Grove Arts District
Sports ("be healthy and play")
Volleyball
Bicycle rentals
Tennis: "DB Tennis Center" has 14 clay courts (unique in USA)
Scuba diving and water sports
Golf Courses
DELRAY BEACH - ASSETS
"Village by the Sea" brand image
Resorts & Restaurants
Open, walkable, accessible downtown
Downtown landmarks
Attractions - Parks - Beach
Arts & Culture
Year-Round Events
Multiple Awards 1997 - Present
DELRAY BEACH VISITOR PROFILE
Avg. of 3k-5k visitors/week @ key events
High-educated, families, higher-income
Married families primary visitors - married no children secondary visitors
$100k -150k and $200k+ largest income segments
Strategy: Create and implement the 2021 Rebound Tourism Marketing Campaign and Advertising Plan
•
Showcase Delray Beach
as the resort-town destination to visit in Florida to refresh, be healthy, reconnect and play
•
Provide the real-life view of the destination
and all it has to offer and capture market share; getaway complete with beach access, water activities, shopping, great dining, culture, events/happenings, active outdoor activities.
•
Reach intentional, in-market people
ready to venture out to travel
•
Targeted approach
based on data and results
•
Stay Nimble; Stay Consistent; Stay present in the market
CURRENT DELRAY BEACH's BRAND IMAGE
Great destination for diverse food and entertainment .
Great destination for Art Exhibition and Galleries.
Small town vibes with big town amenities
Small town character and charm
Fun and vibrant
Voted Most Fun Small Town by “USA Today”
Diverse
West side:
Higher end residential area
More safe, targeting families
East side:
Live entertainment, great food, night life
Old area, but EVOLVING fast in the past few years
OTHER CITIES' SUCCESSFUL MARKETING STRATEGIES
"Dubai Presents"
Campaign
Influencers promoting city locations and incentivizing people to create their own story in the city!
https://www.forbes.com/sites/debbikickham/2021/08/17/dubai-debuts-new-hollywood-style-global-marketing-campaign-to-lure-visitors/?sh=19e605e31e65
Gives people a view of the city that depicts all of it's beauties and perks
“I LOVE NY” T-shirts
Creating an appealing Website/ Selling the experience
Social media Platforms ads: Instagram, Facebook
TV Advertisiing
Bill Boards
Partnerships with other organization to help spread the word.
I AM
STERDAM:
-2004
-Bad image
-Show there is more than drugs and prostitution
-Each target group could identify w/ the city
-Instantly recognizable quality
IDENTIFIED KEY PERFORMANCE INDICATORS (KPIs)
Customer Satifaction
Visitor surveys.
Tourism enterprises.
Tourism related Jobs .
Airline Survey with final destinations? How can we track the amount of people coming into the city? # of tourists visiting may be a good KPI
Tracking arrivals by bus, uber, train???
Room Inventory
GDP of City
- Restaurants, hotels, sales tax? (numbers don't lie, hence great KPI)
Average Visitor Spending Value
Source (how the tourist finds out about DELRAY)
-TripAdvisor
-Social Media
-A friend that is resident
-A friend that visited
OPPORTUNITIES
Marketing
International Visitors only 13%
- Target/segment individuals looking for beaches & young vibrant environments (fb ads, google ads, IG ads, Tik Tok ads)
Influencer Marketing
- Budget for popular Vloggers to visit the city, restaurants, and beaches!
Incentives for events/shows
Creating Email Marketing/Leads Automated System
- Website with information about Delray that collects data (email/phone) from website visitors
Create Visitor Profiles to segment individuals and create a marketing experience for them.
Essentially gathering leads.
Reasses current segmentation//lead process
REMOVE RADIO, PRINT ADS + BROCHURES SPENDING & INVEST THOSE 25K INTO WEBSITE/EMAIL MARKETING
(rebound marketing document)
Careful with traditional media because
Propose Analysis of current Practices & Compare with Modern Best practices
Targeting high net worth individuals looking for vibrant location
Budget spending can be modified for modern digital strategies
Lack of Attention to Local Content in the area
CURRENT SOCIAL MEDIA PRESENCE
INSTAGRAM (younger audience, EAST)
DELRAY BEACH:
cityofdelraybeachfl
Followers: 13.6k
downtowndelray
Followers: 29.7k
COMPETITOR’S:
Boca Raton:
-2 accounts and “GoPro’s” tactic.
citybocaraton
21k
visitbocaraton
7k
South Beach:
southbeach.miami
26k
(Last post 2 yrs ago)
West Palm:
-Also multiple accounts
Go Pro’s strategy: hashtag in Bio, tag us and we’ll share it
westpalmbeachflorida
32.6k
westpalmbch
22.4K
downtownwpb
40.6k
Weekly city events
Incentivize restaurants/clubs for events like that!
Miami:
miami
200k
secretmiami_
76.8k
miamibucketlist
134k
there is an abondoned “city of miami” account, not relevant
Fort Lauderdale:
-“GoPro’s” tactic in the big account
visitlauderdale
53.3k
cityoffortlauderdale
26.1k
Segmentation & Targeted Ad
City Marketing Strategy
Influencer Marketing
Reassess Budget Expenditure/Consider new marketing channels
How to Increase Brand Awareness?
-> Most of the competitors use the “GoPro’s” tactic:
Tag us at #… to be featured
It could create more engagement with audience
-> Do giveaways:
They need to follow and share the giveaway post on their stories
-> Do round of “Ask me a question”
Direct interaction with audience
-> Getting rid of the small account and creating one like
Miamibucketlist
or
secretmiami
Economic
Tax breaks
Incentivizing lower Tax rates for businesses! Brings in businesses, jobs, income to the city!
Less tax for nightclubs
real estate development
Propose funding by city to develop infrastructure
Build a stadium for sporting events, concerts, or others!
Ideas to develop business operations in city??
Crime Control
Business Incentives
Tourism
Delray Beach Historical Tours Available
Point of entry to attract visitors from the U.S & internationally
Beaches
Delray Museum (Pictures don't look amazing)
Atlantic Ave is a great location for partying/dining
West Delray more peaceful, adequate for people who seek more chill vibes
West Delray similar to West Palm while Atlantic more similar to Miami
Website can be optimized
https://downtowndelraybeach.com/visit
Pup up forms to create user profile and segment
the website has some local hotel and event info which is good
How can we add to that or make it even better?
CHALLENGES
Competitive Destinations
South Beach
Ft Lauderdale
West Palm
How can we make this a high value location as well?
High End shopping
Caasino?
Art Museum Construction/Promotions
How can we make this a mixture of West Palm and MIami?
HIgh end but also party with art, fashion, shopping, other tourist destination/experiences
Any ocean experiences we could add?
Boca Raton
Miami
Restrictions/Regulations
As Nov. 8th: Foreign air travelers need vaccination proof
2 AM nightclubs closing law is absolutely impactful in night life!!!!
High Crime Rate
Defray Beach has one of the highest crime rates in the country with a rate of 40 per on thousand residents.
Weather
Hurricane season: June 1st - November 30th
This area has bad reputation for tropical storms
Based on # of reviews on TRIPADVISOR
TAKEAWAYS
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