Current through Vol. 42, No. 1, September 16, 2024
(a) Each multicounty organization shall
prepare a tourism marketing plan, which shall include a budget work program,
for the ensuing fiscal year. The tourism marketing plan shall specify:
(1) Which multicounty region of the state the
multicounty organization represents and the tourism attributes of the
region;
(2) Target markets and the
method(s) of communication that will be employed to reach the targeted markets
shall be identified;
(3) The
projected cost of each method of promotion;
(4) Evaluative measures of the multicounty
organization's marketing and promotion including, but not limited to, key
performance indicators ("KPI").
(A) KPIs
shall be agreed upon by the multicounty organization and the Department and
shall be designed to enable the multicounty organization and/or the Department
to guage whether a promotional/marketing effort of the multicounty organization
reached the identified target market(s). The results shall be submitted to the
Department as a supplemental report with the annual independent
audit.
(B) The Department may
conduct a mid-year check-in with the multicounty organization to review
compliance with and progress towards the evaluative measures set forth in this
subparagraph.
(C) Failure of a
multicounty organization to meet a KPI may result in the Department lowering
the amount the multicounty organization receives the following year based on
the percentage of the KPIs not met.
(5) The marketing plan shall be specific as
to howthe multicounty organization plans to attract travelers/visitors/tourists
to the region comprised of the multiple counties.
(b) The tourism marketing plan shall not be
an individual business, community, or county plan.
(c) A multicounty organization's marketing
shall complement the State of Oklahoma's tourism marketing plan and goal KPIs
in the following regards:
(1) Target markets
shall be identified and all marketing/promotion shall be placed in such a
manner as to effectively reach the targeted markets;
(2) Media advertising/communication shall be
employed to project an image of the multicounty region and to pull inquiries
for more specific or comprehensive information about the area, events, or
attractions, as well as drive visitation and tourism spend metrics in
conjunction with the Department's goals;
(3) Produce specific and comprehensive
information about the multicounty region's tourism attributes;
(4) Distribute information to those who
inquire, as well as to unsolicited potential travelers/visitors/tourists, and
at travel and trade shows; and,
(5)
Evaluate the multicounty organization's marketing/promotion methods to
determine effectiveness.
(d) Each multicounty organization shall
submit its marketing plan, which includes a budget work program for the ensuing
fiscal year to the Department not later than May 20, each year.
(e) Expenditures for obligations incurred
before the Executive Director approves a multicounty organization's plans and
budget, and expenditures not in accordance with a multicounty organization's
marketing plan shall not be reimbursable expenditures. Amendments to marketing
plans may be submitted during the current fiscal year and are subject to
approval by the Executive Director.
(f) A multicounty organization's marketing
plan shall be structured to:
(1) Integrate the
association's tourism marketing and promotion with the Department's tourism
marketing;
(2) Participate and
cooperate with the Department in identifying historical, scenic and
recreational attractions and events in the multicounty organization
area;
(3) Participate at
travel/trade shows by exhibiting at a minimum of one (1) travel/trade
show;
(4) Participate and cooperate
with the Department in developing and distributing brochures, news and
publicity materials which promote area attractions and tourism-related
activities by budgeting for the production of a periodic promotional
publication;
(5) Participate and
cooperate with the Department in identifying marketing areas for the purpose of
placing media advertising that promotes area attractions and tourism-related
activities;
(6) Participate and
cooperate with the Department in the development of print media, radio and
television spots to be utilized for paid and public service announcements and
contract for and place a minimum of ten thousand dollars ($10,000.00) or higher
in media advertising with media whose majority circulation is outside the
counties comprising the multicounty organization's area;
(7) Participate and cooperate with the
Department in the development of travel industry familiarization tours and
international travel markets for the state;
(8) Participate and cooperate with the
Department in developing package tours for the purpose of establishing Oklahoma
as a destination state; and
(9)
Participate and cooperate with the Department in tourism promotion and
advertising programs.
(g) A multicounty organization's marketing
shall be planned, implemented and administered by the multicounty
organization's administrator or staff designated by the association's governing
body. Any logo, design, or advertisement used or created by a multicounty
organization shall be approved in writing by the Department prior to use or
dissemination by the multicounty organization.
(h) A multicounty organization shall not
subcontract or reassign the responsibilities described without the approval of
the Department of Tourism and Recreation.
Added at 10 Ok Reg 4149,
eff 7-26-93; Amended at 19 Ok Reg 2810, eff 7-25-02; Amended at 23 Ok Reg 2004,
eff 6-11-06
