Destination On The Left

In this episode, you will learn how every traveler makes a difference from Kristy Kennedy, Vice President of Marketing and The Director of Tourism for the Adirondack Coast Visitor Bureau (ACVB), a division of the North Country Chamber of Commerce. Kristy has been with the ACVB since 2008. In her current role, Kristy leads the Visitors Bureau’s efforts in developing and implementing a yearly strategic marketing plan to increase tourism in Clinton County. A Plattsburgh native and a graduate of Plattsburgh State University, Kristy was named a Face of our Future by Strictly Business magazine and in 2008 Kristy was named New York State’s Virginia Allan Young Careerist in acknowledgment of her personal and professional accomplishments, writing ability and public speaking. She went on to place in the top 10 in the nation. Before joining the Chamber, Kristy worked as Office Manager and Marketing Coordinator for Fesette Realty. Prior to that, Kristy held the role of Marketing & Promotions Coordinator for 95 Triple X and 620am WVMT Radio in Burlington. Outside of her work at the Chamber, Kristy enjoys listening to live music, exploring the local food scene and creating one-of-a-kind dishes in her kitchen. She is a self-proclaimed Crazy Cat Lady and spends as much time with her better half Shannon and her family as possible including two full-of-life nephews. What you’ll learn about in this episode: Why the ACVB doesn’t get caught up in the “heads in beds” mentality and focuses on all travelers – even the ones that don’t stay overnight How every traveler creates their own domino effect for the region The ways ACVB makes the most of their small budget and three person team The locational benefits of going bilingual How the AVCB helps their stakeholders be as prepared as possible by hosting customer service seminars “Where the mountains meet the coast:” the story of how the Adirondack Coast name came to be The integrated social content plan that helped the ACVB use social media reach all their demographics How competing attractions work together to grow the ACVB in a way that helps everyone succeed Why Kristy loves an outside perspective on the ACVB and keeping the master plan updated Ways to contact Kristy: Website: goadirondack.com

In this episode, you will learn about what can be done to build a destination’s brand from David Holder, the former President of Visit Syracuse. David Holder did not grow up in Central New York, as you’ll recognize from his slight southern drawl and love of cheese grits. He may not be a native but he is definitely one of the area’s greatest cheerleaders. A love of the outdoors, weather (yes, you heard correctly), great food, and overall quality of life drive David’s passion for the Syracuse area. When he was President, he translated that love into a killer brand position for Visit Syracuse, one of six accredited DMOs in the state of New York, leading the effort to Do Your Thing and amplify awareness of Syracuse for convention planners, sporting event organizers and leisure visitors from around the world. Prior to joining Visit Syracuse, David directed the tourism and economic development efforts for the City of Fredericksburg, Virginia, led the Steuben County Conference and Visitors Bureau in Corning, New York and conducted community based strategic planning for the Texas Tourism Division. He earned both a Bachelor of Science and a Masters of Science in Tourism Management from North Carolina State University. What you’ll learn about in this episode: David’s background Looking for opportunistic disruptions: finding how to push your product in unusual ways How David turned Syracuse into the Official Home of Winter to capitalize on the long winters of Syracuse and turn it into a real asset The Snow Angel Challenge: The initiative that Syracuse and The Salvation Army are entering together Why the perception of your residents is just as important as the perception of visitors The importance of getting the community on board with your initiatives Building your brand around emotions when you don’t have one massive asset The support system of destination marketing organizations throughout New York that Syracuse is a part of How David helped improve the relationship between Visit Syracuse and CNY Arts so that they work together Why digging your heels in isn’t the right answer when trying to reach a common goal Ways to contact David: Website: www.visitsyracuse.com

In this episode, you will learn about tracking conversions from Ralph Thompson, President and Chief Brain of eBrains. Formally trained as in finance and as a CPA, Ralph gained basic experience with Price Waterhouse Coopers and then moved on to NYSE regional banking firm where he advanced to become a top finance and administration executive over 10 years. He took his first entrepreneurial step as co-owner and COO of The Martin Agency (an Ad Age Agency of the Year) where he grew the company from 20 people to 250 over a 10 year period before selling it to Interpublic Group. His next adventure started when he co-founded eBrains to focus on digital marketing in the travel and tourism industry. eBrains is celebrating its 18th year. The company was sold three years ago to a DC marketing holding company and Ralph remains in his role as President and Chief Brain. Ralph enjoys using ample blessings of both sides of the brain to help brands leverage the digital marketing space to drive more measurable incremental ROI. He enjoys spending time with his wife of 48 years, two children, 3 grandchildren and collaborating with friends and colleagues. Ralph enjoys golf, wine, great food and travel. What you’ll learn about in this episode: Ralph’s background How Ralph used co-registration with Virginia Tourism to reduce the cost of sending out travel guides from $12 to $2 at a time when co-registration was looked down upon How Ralph has figured out how to track a much higher than average percent of conversions How Ralph used digital strategies to inspire overnight stays in Buffalo and Niagara Falls from nearby Ontario Canada travelers. Why a simplistic measurement is better than no measurement How Ralph encourages his team to invent best practices rather than follow best practices The mobile Cost Per Action (CPA) network that Ralph is working on Why you need to leverage your own resources and develop strategic partnerships to deliver the best possible product How to find the best partners or “co-petitors”

In this episode, you will learn about working with partners to create a niche culinary trail from Meg Vanek. Meg Vanek is the executive director of the Cayuga County Convention and Visitors Bureau and has served in this capacity for 20 years. She is originally from the Finger Lakes but left the region at 17, graduated from the University of California at Santa Barbara, and worked in the property management and hospitality industries in southern California and England for 14 years before returning to the region. In addition to her position as executive director of the Cayuga County Convention and Visitors Bureau, she also serves on the Board of Directors of the NYS Tourism Industry Association, the Cayuga Lake Scenic Byway, the Finger Lakes Regional Tourism Council, as well as several other tourism related committees. What you’ll learn about in this episode: Meg’s background How Meg has helped Cayuga County stand out from the crowd by presenting a unique experience for the visitor- The Finger Lakes Sweet Treat Trail How Meg blended agriculture and culinary assets together in The Finger Lakes Sweet Treat Trail What’s coming up for the Sweet Treat Trail in 2017. How competitors worked together on the Sweet Treat Trail to grow their own businesses What great partners look like to Meg A business that thought outside of the box in order to be eligible for the Sweet Treat Trail How Meg set realistic expectations for new partnerships The Sweet Treat Trail’s upcoming appearance on HGTV Ways to contact Meg: Finger Lakes Sweet Treat Trail: tourcayuga.com/farm-to-table/finger-lakes-sweet-treat-trail

In this episode, you will learn about using partnerships to maximize effect from Kelly Rapone. Kelly has been Tourism Marketing Director at the Genesee County Chamber of Commerce in the Buffalo Niagara region of NYS for the past 13 years, and a part of the Chamber’s Tourism program for 18 years. In her role, Kelly manages implementation and development of the overall tourism marketing program for Genesee County. In addition to her work at the county level, Kelly has been instrumental in several regional and statewide tourism marketing initiatives including the roles of regional administrator for Greater Niagara Region, project manager for Country Byways of the Greater Niagara Region, and project coordinator for the War of 1812 Honorary Peace Garden Trail brochure. Kelly is also the founder and administrator of the Haunted History Trail of New York State. The Haunted History Trail of New York State began in 2013 and features attractions from almost every region of New York State including haunted dining, tours, attractions, events and accommodations, with many of the attractions tying back to New York’s local history. In 2015 the Haunted History Trail of NYS was recognized with an Excellence in Tourism Marketing Award Statewide by the New York State Tourism Industry Association. It is the only state-wide paranormal tourism trail in the country. What you’ll learn about in this episode: Kelly’s background and how she became the Tourism Marketing Director at the Genesee County Chamber of Commerce How to identify and focus on niche markets The challenges Genesee County has faced standing out against much bigger destinations How Genesee County has collaborated with other destinations A newly renovated visitor center, a redesigned website, and other projects that Kelly is working on right now Some of Genesee County’s very unique assets and how she founded the Haunted History Trail Making the time to form relationships that lead into great partnerships Ways to contact Kelly: Website: VisitGeneseeny.com LinkedIn: www.linkedin.com/in/kelly-rapone-8586791

In this episode, you will learn the skills that transfer from working client side to agency side and traits every PR professional should have, from Colleen Knopeck, Associate Consultant at Break The Ice Media. Colleen uses her passion for writing and storytelling as an Associate Consultant at Break The Ice Media. She brings with her demonstrated success in proactive media relations and brand marketing communications for B2B, B2C, and B2E audiences. Colleen holds a Bachelor’s Degree in Communication: Journalism/Media Studies from SUNY Geneseo and a Master’s Degree in Integrated Marketing Communications from St. Bonaventure University. Her enthusiasm, attention to detail, and commitment to exceeding expectations are reflected in her work, and in the results she drives for her clients. What you’ll learn about in this episode: What Colleen does at Break The Ice Media How Colleen uses the experience she brings from the client side What clients want from agencies Key qualities in a PR professional Passion and persuasion and why these traits are important in PR Why a love of organized chaos is beneficial in PR How Colleen ties it all together in an ongoing campaign Resources: Colleen’s blog: breaktheicemedia.com/top-6-traits-that-successful-pr-pros-need Colleen’s blog: breaktheicemedia.com/150-days-and-counting-4-things-ive-learned-by-going-client-to-agency-side

In this episode, you will learn about using hashtags over a variety of social media channels and how to use Instagram effectively from Jessica Reilly, Associate Consultant, at Break The Ice Media. Jessica is a graduate of SUNY Plattsburgh with a Bachelor of Arts in Public Relations and Political Science. She started at Break The Ice Media in 2016 and brings with her a duality of knowledge, combining her classical PR training with marketing skills. She has a passion for social media and analytics. Her personal strengths include a love of research, and a strong sense of curiosity. She brings a fresh perspective and attention to detail to all the client projects she works on. What you’ll learn about in this episode: What Jessica does at Break The Ice Media Why travel hashtags are important Three main challenges with hashtags What makes hashtags on Instagram different than other platforms What you need to know about creating your own hashtag Travel hashtags that you need to know about Why Instagram is a tremendous platform for the travel/tourism industry Instagram takeovers: why having someone else take over your Instagram account can be a great idea Ways to find great Instagram content to share Resources: Jessica’s blog: breaktheicemedia.com/destination-insta-sensation Jessica’s blog: breaktheicemedia.com/trendingnow-hashtags-and-the-tourism-industry

In this episode, you will learn about Facebook ad campaigns from Camille Zess, Consultant at Break The Ice Media. Camille is adept at working in the digital media space. Her passion for creating online and email marketing campaigns shows in the high quality and creative work that she produces. She is an accomplished writer, creating content for social media, websites, blogs, the press, advertising, journalism, and research writing. She has a Bachelor of Arts in Communication from Hiram College and uses her flexibility with words to capture the voice of the brands Break The Ice works with. Her personal strengths include an advanced understanding of marketing, a talent and passion for copywriting and the ability to produce results. What you’ll learn about in this episode: What Camille does at Break The Ice Media The importance of staying on top of the changes in the ad dashboard How to choose the right campaign objective Why you need to be clear on the demographics of your audience before launching a campaign How to keep an audience from being too narrow and using lookalike audiences How Facebook judge’s ad images and what makes a good image The new ad tools and why they’re important including website conversion and lead generation Why the best use of your ad dollars isn’t boosting Facebook Campaign work Camille has done for Wayne County’s Annual Apple Tasting Tour How to structure the landing page for a campaign Instagram ads Why weekly monitoring and patience is important with an ad campaign What Facebook’s “Standard Events” and where you need a coding expert Resources: Camille’s blog: breaktheicemedia.com/beyond-the-boost-digging-in-to-facebook-advertising

In this episode, you will learn about destination marketing strategies, the benefits of FAM trips, and strategies for businesses to prepare for groups from Rhonda Vaccaro, Vice President and Senior Consultant at Break The Ice Media. Rhonda has more than 20 years sales and new business development experience. She has worked in technology, environmental services and hospitality and travel industries. She is a master at creating relationships, working with prospects and turning them into sales for Break The Ice Media’s tourism clients. She has a deep understating of sales strategies, relationship development and creating win-win opportunities. What you’ll learn about in this episode: What Rhonda does at Break The Ice Media How Rhonda works with receptive operators to make their lives easier Marketing and sales tactics that Rhonda uses with receptive operators The proper follow-up and why it’s important in marketing Why Rhonda loves FAM tours The importance of educating everyone involved on how they will benefit from a FAM tour Why communication is key for a successful FAM How to treat your FAM guests as VIPs Remembering to have fun during a FAM tour What a business needs to do before they’re group ready Resources: Rhonda’s blog: breaktheicemedia.com/collaboration-in-tourism Rhonda’s blog: breaktheicemedia.com/increase-foot-traffic-with-motorcoach-business-10-ways-to-become-group-ready

Sarah Blackwell is a Consultant at Break The Ice Media. Sarah brings knowledge of the public relations industry to her work at Break the Ice Media, including the ability to write, pitch, and tell a great story. Her experience working with journalists and passion for PR and social media has allowed her to help her clients get great exposure and effectively connect with their target audience. She is a graduate of The College at Brockport, SUNY, with a Bachelor of Science in Journalism/Broadcasting (concentration: PR) and a dual degree in English. She joined Break The Ice Media in 2013, and brought with her hospitality and marketing experience from internships at Disney, Southwest Airlines, American Cancer Society, and Susan B Anthony House. She is very involved with the Public Relations Society of America, Rochester Chapter, co-chairing both the Young PR Professionals and PRism Awards Committee. Her personal strengths include her ability to find, research, and implement new media. She brings a fresh perspective, creativity, and attention to detail to the client projects that she works on. What you’ll learn about in this episode: Collaborative PR programs that Sarah works on The work Sarah has done on Haunted History Trail, Cross Border Showcase, and the Finger Lakes vacation region What a Media FAM trip is, why it’s so important, and what makes a FAM successful Strategies on how to use group trips effectively — and why they are losing popularity Strategies for helping journalists do live “pre-coverage” before they write their articles — a strategy that is new to the digital landscape How to build a journalist itinerary (and when to schedule break time) How to fund FAM trips Working with experts to build a FAM trip without dictating The time commitment needed to build an itinerary Resources: Sarah’s blog: breaktheicemedia.com/how-to-adapt-your-fams-to-a-changing-media-landscape