Visit Central Oregon uses research and analytics to drive the Central Oregon brand and set it apart from its competitors. During FY19-20, the RDMO worked closely with Destination Analysts to conduct regional stakeholder listening sessions.The Central Oregon Survey of Owned Audiences was developed based on stakeholder feedback.
Due to the pandemic in FY20-21, the survey was implemented online and distributed via our owned audience channels (website, e-newsletters, etc.). The survey was additionally distributed via email to the DMO’s lists of e-newsletter subscribers and visitor guide requestors, as well as to social media audiences via Facebook and Instagram and website audience at VisitCentralOregon.com.
Visit Central Oregon partners and key tourism businesses also distributed the survey to their consumer lists:
- Deschutes Historical Museum
- High Desert Museum
- Prineville Chamber of Commerce
- Redmond Chamber of Commerce
- Riverhouse on the Deschutes
- Visit Bend
- Wanderlust Tours
The primary focus of the survey was to gain valuable data about the perception of the Central Oregon brand and information about the vacation planning process of our target audience. The research will be used to identify channel deficiencies and help shape future campaigns to target visitors.
Goals
The extensive and valuable research conducted in partnership with Destination Analysts from the Central Oregon Survey of Owned Audiences directly responded to stakeholder feedback gathered from the regional listening sessions. Our stakeholders wanted to define a brand for Central Oregon that encompasses all the regional communities.
The survey was designed to gain consumer insight from target markets for optimizing the Central Oregon brand. Our regional partners would benefit from insights from surveying this owned audience that would allow them to be more strategic and cost effective in their marketing efforts.
Results
Visit Central Oregon is using data from consumer-focused research projects with Destination Analysts to drive all brand assets and marketing campaigns. Key insights down to something as small as a focus group participant saying “I wish we could see their faces” has resonated with the RDMO when planning creative shoots. The information gained by doing in-person focus groups and online surveys has proved to be invaluable. It also inspired the RDMO to do further research into consumer-behavior in the realm of search.
The data culled from the Searcher Intent Research has been used to help time marketing campaigns, guide navigation menus on the new website which is in the works, and has helped the region determine what activities and attractions are need to capture assets for. The intention is to meet the consumer where they are and give them the information they’re looking for, the research allows the RDMO to do that seamlessly. It also helps promote regional stakeholders in the most efficient manner and prop those businesses up. The RDMO shared findings from the research project with stakeholders in its quarterly marketing advisory committee meetings and in industry presentations and reports so the information is readily available for others to learn from.
Visit Central Oregon is also doing an overhaul of its industry website. From the 2020 Oregon Tourism Industry Stakeholder Survey, Visit Central Oregon learned regional stakeholders want to have better awareness of how the RDMO works with Travel Oregon. The industry website will be integrated into VisitCentralOregon.com and offer a better user experience for partners. Visit Central Oregon plans to develop a portal where stakeholders can get real-time information about the value of its partnership.
