Jefferson Convention & Visitors
Bureau Inc. (LA)
2011-2018 Destination/CVB Strategic
Planning Success Case Study
Plan Approach
- First three-year strategic plan prepared in 2011 with five successive updates to 2018
- Over the years, planning process included BOD discussion workshops, staff meetings,
online stakeholder/member surveys and personal interviews - Typically two to three on-site visits over several days
Plan Successful Outcomes
- New CVB assessment fee funding stream approval
- Priority focus on new digital marketing activities (mobile friendly website, destination
app and higher social media engagement with full-time manager) - Continued development of the Oyster Trail visitor experience
- Annual destination marketing and sales plan development assistance
- Destination brand research and strategy formulation
- CVB organization restructuring and position descriptions compilation
- Visitor profile and event survey research
- New destination marketing/sales, development and advocacy opportunities recognized
- Rolling year strategic plan tied to regular annual destination marketing and sales
programming - Board of Directors strategic plan approval with updates/status report quarterly at
board meetings
Additional Advisory Work
Lessons Learned
Contact
Violet Peters, CDME
President & CEO
504-731-7083
violet@visitjeffersonparish.com