Goals and Objectives

The Johnston County Visitors Bureau goals and objectives have five components:  Internal Staff & Bureau, External Customers and Partners, Sales and Marketing, Education and Training, and Economic Development.


The JCVB will strive to achieve excellence in destination marketing utilizing the highest industry standards set forth by the Destination Marketing Association, Intl.


To professionally operate the JCVB in alignment with the by-laws, core values, strategies, and goals approved by the Tourism Authority.

To exceed expectations in achieving a return on investment for the stakeholders of the bureau.


Create a community relations plan to inform business leaders, elected officials and residents of Johnston County the mission of the Visitors Bureau and the benefits of tourism to the development of the county.

Monitor and proactively respond to legislative issues affecting tourism in Johnston County.

Design an e-newsletter to send to community leaders on the activities of the bureau.

Improve signage at Carolina Premium Outlets to distinguish the Visitors Bureau as the source of information, packages, things to do.

Write and distribute to all county newspapers a Tourism Column on issues facing tourism in the county.

Staff to seek out any training needed in the pursuit of their job requirements.


The JCVB will position Johnston County as the preferred visitor, group tour and meeting destination along the I-95 and I-40 corridors targeting select visitor markets along the East Coast and Canada.


To aggressively market Johnston County to all proven target audiences with the highest quality materials and methods in advertising and publicity.

To exceed expectations in achieving a return on investment for the stakeholders of the bureau.


Utilize top-quality destination marketing collateral materials for distribution and direct selling such as a Visitors Guide, Meeting facilities Guide, Group Tour Guide, Golf Guide, and Calendar of Events.

Conduct research to determine the target audiences along I-95 and I-40 to successfully brand all the destinations in Johnston County.

Advertise Johnston County as the preferred destination for visitors on I-95 and I-40 through all means available including the potential of electronic marketing available to sell Johnston County.

Promote short trips or packages to Johnston County from major feeder cities such as Washington DC, Tidewater VA, Baltimore, MD and Phil, PA areas.

Place Shopping Packages on Johnston County Web Site and promote through AAA, the Shop ‘til you Drop Package.

Continue to support local events and festivals through the Johnston County Special Events Grants.

Create Amtrak Packages including train ticket, rental car, hotel, attraction tickets, and meal for weekend trip to Johnston County.

Advertise Bentonville Reenactment Package for March 2015 in AAA Go Magazine, and other outlets related to heritage, such as Civil War Magazines.

Advertise with billboards on I-95 and I-40, the NC Travel Guide, Coop ads with the NC Division of Tourism, AAA Tourbook for NC/SC/GA and AAA Travel Publications, Historic Preservation Magazine, Carolina Heritage Magazine and other publications that meet the bureau’s established marketing goals.

Place an electronic media kit on the Bureau web site.

Design and sell Johnston County Postcards in area gift shops and on-line.

Direct marketing efforts toward Niche Marketing such as Sporting events and tournaments, Senior Groups, Religious Groups, military and family reunions and AMTRAK packages.

Email blasts for events and festivals to local, regional, and national media.

Develop a Johnston County Frequent Visitor Program to establish repeat visitors reward campaign.


The JCVB will stress the importance of educational opportunities for the visitor industry with the purpose of encouraging quality visitor services for leisure, meeting, and group tour travelers to Johnston County.


To improve the visitor experience in Johnston County by the betterment of customer service in all areas of the visitor industry.

To exceed expectations in achieving a return on investment for the stakeholders of the bureau.


Work with the Johnston Community College on Leadership Johnston and Junior Leadership on educating the community leaders on the importance of tourism.

Continue to expand Hospitality Heroes Training Program for hotel front line employees educating them on tourism attractions and services in the county.

Develop an educational presentation with Power Point for speaking engagements in the county.

Complete the Johnston County Reference Guide for front desk employees to assist visitors with inquiries.

Translate some of the Visitors Guide into Spanish for educating new service workers in the hospitality industry.

Conduct front-line employee one-day fams to introduce them to the area’s attractions.

To finish the Publicity Handbook for Festivals, Events and Attractions to learn the basics of how to promote themselves with the media.

Make monthly visits to hotels to check Visitor Bureau collateral distribution sites.


The JCVB will work cooperatively with municipalities, chambers of commerce, and visitor industry partners both locally and statewide to achieve an effective and comprehensive marketing program.


To aggressively market Johnston County to all proven target audiences with the highest quality materials and methods with local and state partners.

To exceed expectations in achieving a return on investment for the stakeholders of the bureau.


Conduct meetings with the I-40, Exit 312 businesses to develop a place name with a postal designation and determine the visitor market for this exit.

To encourage municipalities to host Town Hall meetings once a year to focus on tourism goals.

Participate in the Triangle Communities Campaign created by the Raleigh, Chapel Hill and Durham CVBs.

Participate with NC Assn. of Convention and Visitor Bureaus coop marketing programs such as AAA, Internet programs, and leisure advertising.

Participate with the NC Division of Tourism all tourism promotion projects that benefit Johnston County, including FAMS, coop advertising, Visitnc.com banner ads, attend the Division Update and the Governors Conference on Tourism.

Manage the Johnston County Visitor Information Center with Carolina Premium Outlets and to facilitate visitor info to all chambers in the county.

Encourage hotels and visitor industry partners to actively market along with the Visitor Bureau’s marketing programs.

Encourage all Chambers to promote all visitor related businesses in the county, not just their membership.  Ask all chambers to put a Visitor Bureau link on their websites.  Design logo bug for new Bureau web site.

Host quarterly Hospitality Association meetings to engage in marketing strategies with hotels and visitor industry partners.

Send out an electronic Hospitality Suggestion Box for ideas from the community on advertising and promotions.


The JCVB will proactively pursue economic development projects that benefit the tourism industry in Johnston County.


To enhance the growth of the county through tourism development projects.


Create a countywide organization Joco Hospitality Committee to facilitate the development of tourism projects within the guidelines of the JCVB Special Projects Committee.

Coordinate the “Light the Way for Economic Development”, through lighting of the interchanges on I-95 and  I-40, helping to make roads in Johnston County safer for visitors and residents.

Actively recruit visitor related businesses to Johnston County.

Develop a meeting facility to accommodate 300-500 people in a multi-purpose facility.

Serve on Government Relations Committees or Economic Development Committees set up by Chambers to represent the interests of tourism development for the county.

Successfully communicate to the Chambers of Commerce and County Commissioners the Johnston County Tourism Authority’s Tourism Development goals and strategies for the county.

Develop a Tourism Economic Development Fact Sheet to send to potential visitor related businesses to locate in Johnston County.

Raise funds for the Johnston County Capital Grant program through selling advertising on the JC website and on-line gift store.

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