Marketing

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 Rogers
Visit Concord Marketing & Communications Manager

VISION

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.

MISSION

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 ACCOMPLISHMENTS

KEY STRATEGIC PILLARS

VISIT CONCORD IN THE PUBLIC EYE

Visit Concord works with 50+ publications, plus travel writers, bloggers and influencers, throughout the year.

Learn more here.

STRATEGIC PRIORITIES

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

Strategy: Advertising

Develop strong advertising campaigns to drive awareness and establish Concord as an exciting meeting & travel destination

Accomplishments:

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

Accomplishments:

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

Local Partners:

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

FINANCIAL ADAPTABILITY

Strategy: Fiscal Recalibration and Innovation

Ensure Visit Concord operates within parameters of downsized budget

Accomplishments:

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)