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The Berkshire Visitors Bureau hired Hannah Marketing
Group to develop a 3-Year Strategic Plan designed to
capture a greater share of tourism dollars for
Berkshire County and expand the membership base.
Hannah Marketing worked with the community leaders,
conducted extensive research and created a Plan that
helped unite Berkshire County behind one set of
objectives and goals, strategies, tactics and even
a new positioning for The Berkshires. While the
revenue goals were very aggressive, the Plan enabled
us to achieve our goals.
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A Strategic Plan defines for a hotel, resort
or tourism marketing organization its mission,
vision, long-term and short-term goals and the
optimal strategies for accomplishing those goals.
It provides, in other words, an essential road
map for the future.
In developing Strategic Plans, Hannah Marketing (1)
assists the client in defining its mission, vision,
goals and performance measurements; (2) evaluates
the relevant situational factors, including industry
trends, the competition, the client’s strengths and
weaknesses, key issues, opportunities and threats;
and (3) develops strategies to help the client
achieve its mission, vision and goals.
For tourism marketing organizations, the areas
addressed typically include (1) marketing, (2)
membership, (3) management and (4) funding.
This Strategic Planning service is recommended for
those organizations needing a highly-focused
Strategic Plan, or road map, that defines where
they are going and how they are going to get there.
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