Strategic Plan for Martin County Tourism Development

Authority
Jean Rogers, Chairwoman 2006-2007

Steps towards the five year plan 2012 Vision

Travel and Tourism mission:
1. To enhance the economic development of Martin County through
the advancement and promotion of tourism activities
countywide
2. To advertise and promote tourism outside the county in order to
attract visitors in greater numbers and for extended stays
3. To foster tourisms benefits for the culture, economic well being
and widespread recognition of Martin County

2006-2007 ACCOMPLISHMENTS

Increased Public Awareness of M.C. Tourism

Develop an advertising campaign, sales kit and
other media pieces using consultants and
advertising professionals in the region.
Action
Wrote and received N.C. Department of Tourism, Film and
Sports development grant for marketing equestrian tourism.
Created two billboards marketing equestrian tourism in
Martin County. Grant total $7,500.00 for billboards for one
year.
Developed a new sales kit in conjunction with Faulkner
Advertising in Greenville. Information about Martin County
attractively packaged in a distinctive folder. It is for use at
trade shows and for distribution to event planners. (The
target market is meeting and convention business at all
venues.)
Began development of a coordinated advertising
campaign is with Faulkner Advertising. Components include
redesign of a brochure for distribution to 12 NC Welcome
Centers, other CVBs and TDAs and on request. Other print
media pieces are being reevaluated and redesigned on a
case by case basis.
Initiated redesign of the TDA Website
visitmartincounty.com. The project utilizes Deane and Bailey
Phelps owners of Interactive Communications, Inc. in Martin

County who created the present Website. The enhanced

design will include much more online information and at the
same time provide faster, user friendly access.
(An advantage of the Website redesign is that its allow more
frequent online updates directly from the TDA office.)
Began publication of a monthly newsletter called Visit
Martin County The newsletter/column appears in The
Enterprise directly opposite the editorial page. (The
newsletter will be added to the Website.)
Facilitated newspaper coverage of special events by
providing photography and written articles as needed. (E.g.,
Teresa Watts visit)
Used appearances at civic group meetings, radio shows and
other events to inform people about tourism activity.
Emphasized the TDAs plan of action to promote and market
sites and events. Explained what tourism means to Martin
County people and how it benefits the local economy.

Developed and Promoted Partnerships

Build and strengthen relationships with tourism
driven organizations in the county, region and
state (E.g., Division of Tourism and N.C.
Association of Events and Festivals).
Action
Met monthly with Northeast Tourism (NET) group to
coordinate marking and promotional efforts in sixteen county
Northeast Commission area.
Met monthly with Historic Albemarle Tour to plan joint
marketing ventures including brochure and Website. HAT
includes twenty seven sites in the oldest (1975) heritage trail
organization in N.C.
Formed Heritage, Equestrian and Eco/Agri Committees
to involve more individuals and organizations in Martin
County tourism efforts.
Developed stronger working relationship with Sen. Bob
Martin Eastern Agricultural and Meeting Center, Martin
Countys largest tourism attraction and contributor to its
tourism economy.
Maintained as much contact as schedule permitted with
tourism related activities.

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TDA provided financial support for Carolina County
Stampede; helped plan fundraiser for Old Martin County
Courthouse.
Began meeting regularly with hoteliers.
Developed new application for event incentive grants.
Application calls for comprehensive post-event reporting to
evaluate tourism benefits of events.
Developed new criteria for advance evaluation and
approval of events seeking incentive grants. Criteria define
grant amount and duration limits. Criteria tie final
disbursement to post-event documentation.

Assisted in Developing Tourist Sites

Encourage development of new tourist
attractions; assist existing sites to become more
visitor ready.
Action
Began planning for itinerary packages to
complementary sites and activities. Itinerary packages
will facilitate promotion and marketing for extended stay
visits.
Used TDA Committees (Heritage, Equestrian and Eco-Agri) to
underscore importance and characteristics of visitor ready
sites.
Began planning for better online site access and
orientation on revised Website.

Capitalized on what we have now!

Promote, Promote, Market and Advertise.
Action
Refer to bullets above for pending enhancement of
marketing, promotional and advertising tools.
Refer to 2007-2008 Action Agenda for implementation
priorities.

2007-2008 ACTION

AND IMPLEMENTATION

Core goal: Bring in as many visitors as possible from outside

the county to stay longer and spend more money...
Teresa Watts, Dir. of Heritage Tourism N.C. Division of Tourism

Public Awareness
Attend minimum of two travel and trade shows in year.
Follow up on contacts to secure business! Add staff hours if
necessary...
Expand advertising venues as budget permits
Launch improved Website and keep it up-to-date! Use all
media to drive people to the site visitmartincounty.com
Expand public relations to develop non-paid coverage. (E.g.,
Contact and cultivate travel writers for magazine and
newspaper coverage...)
Continue newsletter and develop PowerPoint
presentation for appearances.
Cover more civic groups

Partnerships
Keep active role in tourism driven organizations (NET, HAT,
N.C. Coast Host, etc.)
Stay involved in statewide tourism/visitor organizations.
Maintain Board presence whenever possible (N.C.
Association of Festivals and Events)
Attend Membership and Board meetings of state/regional
tourism organizations whenever possible
Maintain regular contact with Martin County organizations
(Chamber, EDC, Committee of 100, Arts Council, M.C.
hoteliers)
Utilize Martin Countys N.C. Birding Trail sites in marketing
and promotion. (Birding is fastest growing hobby activity
in U.S.)
Explore expanded marketing and promotional association
with Sen. Bob Martin Eastern Agricultural and Meeting Center
Emphasize administration and evaluation of TDA Incentive
Grants to ensure greatest tourism benefit and return on
investment
Explore cooperative itinerary marketing with Bertie and
Washington Counties (Hope Plantation, Roanoke River birding
sites, Plymouth museums and Civil War sites)

Tourism Site and Event Development

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Produce and distribute itinerary packages!!
Encourage itinerary sites to upgrade visitor amenities
wherever possible (hours of operation, parking, restrooms,
current information)
Pursue development of equine events polo matches
followed by steeplechase event

Capitalize on Existing Tourism Base

The entire Action Agenda outlined above is about building on
the existing tourism infrastructure and marketing what we
have more effectively.
There is opportunity for improvement and expansion
everywhere in Martin Countys tourism infrastructure.
An essential objective in tourism marketing is to maintain
the authenticity of what we want visitors to experience.
Tourism development is based on three fundamental
activities: Promotion, promotion and promotion. The
variable is the quality and measurable effectiveness of the
promotion.
The most important single indicator of sustained growth in
extended stay tourism is hotel and motel occupancy.
Revised 7/11/2007 4:49 PM SKA