FROM THE MARKETING & COMMUNICATION MANAGER | TRACY ROGERS
While this past year has certainly had its share of challenges, it has also provided us with an opportunity to connect with community on a deeper, more appreciative level. In so many ways, we have discovered who and what Concord really is, and what we want the world to know. There’s a genuine spirit of kindness and community here you don’t always find everywhere, and it has become a key element of our branding story (besides that fact that we’re also home to killer tacos, craft beer and live music.)
We have also used this time to expand our knowledge and understanding of issues such as diversity & inclusiveness, resident sentiment toward visitors, and how to educate visitors, and we continually strive to find new and better ways to connect with people.
As we continue to navigate the months ahead into full recovery, our messaging will play a pivotal role in positioning Concord as a fun, welcoming and safe place for everyone.
Tracy RogersVisit Concord Marketing & Communications Manager
Concord is recognized as a true Northern California Original and a travel destination to explore the unique experiences of our city, the San Francisco Bay Area, and Northern California.
To promote Concord by increasing the awareness and enhancing the image of our city’s distinct assets and amenities.
VISIT CONCORD ROLES
Curator of Content Brand Ambassador for Concord Create Tourism Demand for Concord
KEY STRATEGIC PILLARS
VISIT CONCORD IN THE PUBLIC EYE
Visit Concord works with 50+ publications, plus travel writers, bloggers and influencers, throughout the year.
MANAGE RECOVERY & REVITILIZATION PLAN
Strategy : Implement in Phases Adjust target markets, messaging and timing as developments allow Accomplishments:
Created videos and other visually compelling content to share community pride, create awareness and attract interest Established Visit Concord as a resource for accurate community information Provide current and accurate health & safety information throughout the reopening process Launched promotions to support restaurants & local businesses to safely bring business to Concord
GROW DEMAND FOR DESTINATION
Develop strong advertising campaigns to drive awareness and establish Concord as an exciting meeting & travel destination
Reinforcement of brand identity Implementation of seasonal & quarterly campaigns and promotions Connections with planners and meeting professionals Continued partnerships with Visit California and SF Travel Created Meeting Planner Guide and videos, Sports Guide Launched leisure travel digital advertising campaigns with Black Truck
INCREASE BRAND AWARENESS
Strategy: Brand Awareness
Drive awareness and visitation to Concord
Development of regional partnerships with Mt. Diablo Alliance ? (social media, press, travel writers, influencers, etc?)
BE A LEADER IN DESTINATION DEVELOPMENT Strategy: Destination Development Influence destination decisions that impact tours or the visitor experience Accomplishments:
Established key partnerships to demonstrate impact of tourism for the community Continued outreach efforts with hotels and key planners Provided partners with content and collateral to promote destination/attraction Reopened Visitor Center in accordance with state health guidelines
City of Concord Concord Chamber of Commerce Todos Santos Business Association (TSBA) Concord Historical Society Concord Art Association East Bay Regional Parks Mt.Diablo State Park Save Mt. Diablo
Strategy: Fiscal Recalibration and Innovation
Ensure Visit Concord operates within parameters of downsized budget
Implemented revised spending plan to fit new operating budget, with cuts and adjustments throughout
Adaptation of creative ways to maximize efforts within budgetary restrictions Identification and implementation of new revenue streams (i.e., sponsorships, advertising, merchandise sales)
Concord Taco Trail
Concord Taco Trail Recap
Concord Comfort Food Week
Concord Comfort Food Week Recap
Contra Costa County Beer Trail
Contra Costa County Beer Trail Recap
Art, Architecture and History Walking Maps and Audio Tours
Concord Jazz Festival Recap
Concord Oktoberfest Recap
Mt. Diablo Region co-op