Teamwork
While interning with the City of Montrose I co-authored this media release with Public Relations Coordinator Stacy Ryan.
Front Page News
This document helped to augment awareness of the City of Montrose Consumer Analytics Project and was featured on the front page of the local media.
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| Media Release: City of Montrose Office of Business and Tourism – Data Analytics |
| 107 South Cascade Ave, Montrose, CO 81401 |
| March 26, 2014 |
| Growing Our Businesses, Growing Our Community |
| If you lived on either coast—or even in another area of the state—how would you know about Montrose, Colorado, and why would you want to visit? What does Montrose have that one might want to see and experience?
With the help of IXI Services, a division of Equifax, and the Telluride Tourism Board (TTB), the Montrose Office of Business and Tourism (OBT) is developing a data analytics report that will provide an actionable marketing foundation to boost tourism – and as a result, local retail sales. When the report is made available in May, OBT will use it to attract visitors by creating highly targeted marketing and advertising campaigns to drive business to the Montrose region. According to Assistant City Manager and OBT Director Rob Joseph, “By studying geographic, demographic, and socioeconomic data from previous visitors, messaging can be developed to target groups identified as likely visitors of Montrose. The advertising messages will be placed in pinpointed media vehicles, thereby increasing the effectiveness of advertising dollars and visitor conversion rates to the area,” Joseph said. Business Development Coordinator Intern Michael Shull states “We have farm tractors planting crops down to the inch with global positioning systems ensuring full utility of the land—why not run our advertising and marketing programs with the same precision?” The Telluride Tourism Board (TTB) performed this study in 2012 and saw a regional increase of more than 13% in overall retail sales in 2013, according to Michael Martelon, president and CEO of the TTB. Edd Franz, outdoor recreation planner for the Bureau of Land Management is on-board with the project stating, “OBT should strive to know as much as possible about who is coming, from where, and why.” Joseph agrees. “With such strong, year-round offerings of activities, regional assets, shopping, and lodging, we want to be much more deliberate about positioning Montrose as a state, national, and international tourism destination. We consider ourselves very fortunate that the TTB and IXI are assisting us,” said Joseph. Allaying privacy concerns, Martelon adds that, “IXI adheres to the most stringent privacy and security measures available today.” Collected data goes to a “white room” where it is modeled against IXI’s $10 trillion consumer-asset database, analyzed, and categorized to provide personal profiles of those individuals most likely to visit Montrose. The OBT is currently accepting partnerships with businesses having at least three years of usable digital data. The two-step process is simple: a database is assessed for valid information and reporting capability. If the information is usable, the OBT assists businesses in compiling the report and uploading it to the IXI “white room” servers via a secure file transfer protocol. Participation by business owners is free and secure. To participate in growing our community and strengthening tourism through this report, contact OBT Business Development Coordinator Intern Michael Shull at (970) 497-8626, or via email mshull@ci.montrose.co.us. |
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