Marketing Overview
The 2020 Branson Theatre Industry Study is now available. Highlights can be found here and the full 133-page study can be found here.
The Branson/Lakes Area Tourism Community Enhancement District (BLATCED or Tourism District) exists to maximize the dollars available for destination marketing efforts and to make sure those dollars are used as effectively and efficiently as possible.
The BLATCED contracts with the Branson/Lakes Area Convention and Visitors Bureau to administer marketing efforts on behalf of the District. Our CVB, with considerable professional assistance from independent organizations and community volunteers, develops and executes the annual marketing plan. Experienced and accomplished professionals on the CVB staff oversee the various destination marketing disciplines. Click here for the current marketing contract.
Professional consultants currently include:
- Camelot Communications (media buyer)
- Cultivator (brand development)
- Miles Media (website and social media)
- H2R Market Research (research)
Community input will be facilitated through the BLATCED Marketing Oversight Committee, organized from our community of professionals who wish to volunteer their time, expertise and talent to provide direction and oversight for area marketing efforts. Individuals are appointed to this group by the Board of Directors for 3-year rotating terms.
Our goal is to tap the diverse talents and independent points of view within our community. It is through volunteers’ participation that we are able to establish and maintain a course of action that represents the best interests of a majority of our constituents and provides a pathway for effective:
- Advertising
- Public Relations
- Tourism Development
- Research
- Internet/Publications
- Destination Sales
- Veterans Marketing
- Leisure Initiatives
An annual contract establishes the objectives and parameters of the Branson/Lakes Area Convention and Visitors Bureau’s work on behalf of the Tourism District. The scope of work includes all services customarily performed by a modern, professional, full-service destination marketing organization, including but not limited to:
- Increasing visitation to the District.
- Increasing visitor spending within the District.
- Maximizing the efficiency of the District’s marketing and administrative investments using specified ratios.
The marketing program is research based. Both qualitative and quantitative research is conducted on a regular basis to verify overall strategies and identify and direct tactical implementation. Various methods for documenting results are provided to the Tourism District on a quarterly basis to determine effectiveness along with suggestions for changes needed to improve the results of future marketing campaigns.
The management and administration of the Tourism District destination marketing program includes development of an annual marketing plan and budget. Complete and detailed support documentation of all expenditures is required for reimbursement of budgeted expenses. Modifications to the budget require prior approval of the BLATCED Board of Directors.
The marketing plan includes:
- Brand Development and Management
- Advertising
- Public Relations
- Internet Advertising and Web Promotion
- Direct Marketing and Fulfillment Publications, including a Vacation Guide
- Group Meetings, Reunions, Travel and Trade Sales
- Seasonal Tourism Development
- Corporate Partnerships, Sponsorships and Promotions
- Tourism Product Development
Since the initiation of the BLATCED tax, the Branson/Lakes Area has been working to solidify its status as a major regional vacation spot and to establish and promote our area as a true national tourism destination. Our marketing efforts attack the marketplace with actionable strategies and tactics designed to bring the highest level of success with the goals of enhancing the economic health of the Branson/Lakes Area and increasing visitation to the area by building our brand success in the tourism industry.