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Marketing Toolkit

Do visitors know about your community? Is your community working on branding, differentiation and product development? Who are your competitors? Is it easy for prospective visitors to find information about what there is to see and do? These are topics that a marketer thinks about when creating a strategic foundation for a brand. 

This toolkit serves as a guide to develop a better understanding of how to attract visitors and satisfy their needs and wants. Marketers tend to focus on strengths of existing products and new product opportunities. Any new product or experience in a community needs marketing for its success.  

Note regarding using this toolkit: This toolkit consists of nine components. To use this toolkit, you can select a specific topic of interest or proceed through the entire marketing topic. Marketing is closely related to many of the other toolkits (such as Rural Tourism, Visitor Readiness or any of the niche tourism products) and marketing information will be found in other toolkits.

1. Part 1: Introduction – The introduction outlines opportunities for a marketer to provide solutions.

2. Part 2: Getting Started With Marketing Basics – Whether you are a novice to marketing or a seasoned veteran, there are certain terms and ways of organizing a marketing program.

3. Part 3. Marketing & Promotional Mix – Here we start getting into marketing concepts and applying them to destinations.

4. Part 4: Branding – Branding can be a challenge for communities, but visitors are often drawn to well-thought-out brand identity.

5. Part 5: Positioning – After branding, communities should consider how they compare to other similar communities and why visitors benefit from a visit to your community.

6. Part 6: Marketing Research – Collecting data on visitors and markets are important. Learn a few ways to easily conduct research on visitors.

7. Part 7: Marketing Strategy – Finally, this last set of slides adds some examples of ways to execute marketing and social media.

8. Case Studies – These case studies are intended to apply marketing knowledge and tools to specific communities that aim to become destinations for visitors. As you read through the cases, think about how these topics might relate to your own community. Questions at the end of each case study will further sharpen your marketing knowledge and ability to apply marketing solutions.

9. Resource Guide – This final element of the toolkit provides additional information to assist in writing a marketing plan or developing marketing strategies.