Marketing
FROM THE MARKETING & COMMUNICATION MANAGER | TRACY ROGERS
While 2020 has been a challenging year for everyone, tourism has been among the hardest hit of all industries, and Concord is no exception. What started out to be our most promising year yet, has turned out to be trying in ways that no one could have anticipated.
Now in these preliminary stages of recovery, marketing will continue to play a critical role as we navigate the days and months ahead. Our team has built a strong foundation and we are ready to move forward to tackle each new opportunity and milestone.
Tracy Rogers
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
SPECIAL ROLES DURING COVID-19 RECOVERY
- Leadership, fostering community
- Travel health & safety advisory
- Support of local hotels, restaurants, businesses & organizations
KEY ACCOMPLISHMENTS
KEY STRATEGIC PILLARS
VISIT CONCORD IN THE PUBLIC EYE
Visit Concord works with 50+ publications through out the year. See some of the Public Relations here.
STRATEGIC PRIORITIES
CREATE AND MANAGE RECOVERY 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 information throughout the reopening process
GROW DEMAND FOR DESTINATION
Strategy: Advertising
Develop a strong advertising campaign 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
INCREASE BRAND AWARENESS
Strategy: Brand Awareness
Drive awareness and visitation to Concord
Accomplishments:
- Development of regional partnerships with Mt. Diablo Alliance
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
STRENGTHEN AND GROW OUR PARTNERSHIPS
Strategy: Community Relations
Maintain strong presence in the community while presenting partners with new opportunities
Accomplishments:
- Continue to engage with community partners to build and maintain relationships
- Involve and showcase partners in the Visitor Center
- Provided updated news through regular partner communication
- Educate community about economic importance and impact of local tourism
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
CAMPAIGNS
Concord 50th Jazz Festival
Concord Oktoberfest
Concord Comfort Food Week
Concord Beer Trail
Outdoor Adventure
Meeting Planners
