Marketing Plan

[Owen Ambur]

Shea, the contents of the marketing plan presented during the Town Council's virtual meeting this afternoon are now available in StratML format at https://stratml.us/drybridge/index.htm#HHIBCC

Prior to presentation of the plan, Councilman Lennox noted the assertion of Destination International that the customer of a DMO is the community itself, not its visitors.

While presenting the plan, Ariana Pernice of the Chamber said that the community IS the #1 priority.  However, Councilwoman Becker noted she had received the plan only an hour and twenty minutes before the meeting, and she as well as Councilman Ames expressed concern that the community has been insufficiently consulted.

Three members of the Council voted against it.  Following the vote, Councilman Standford referenced the comprehensive plan and particularly its focus on community.  He suggested the marketing plan be amended to emphasize community as well and that it be presented to the Council again at its next meeting in two weeks, aiming for a unanimous vote.

It would be nice if the kinds of online tools contemplated in the comp plan were available to support public engagement in development of the marketing plan. 

Indeed, if the focus of the marketing plan itself truly is on the community, some of the $1.1 million budgeted for it will be spent to acquire and facilitate the usage of such tools.

This article suggests word-of-mouth marketing is the best kind but few have mastered it.  Part of the problem is: "... marketers have been focused on 'collecting' instead of 'connecting.' In other words, brands are too caught up in collecting social media fans and they are forgetting to actually connect with them."

Wouldn't it be nice if HHI could become the world's first and foremost Truly Connected community?  What could be more effective marketing to attract the kind of high-quality visitors and future residents we seek?

Owen