Strategic Overview

Associated with the mission statement, five long-term Johnston County Visitors Bureau strategies were determined under three core area:  Drive Demand, Build the Destination Product, and Advocacy.

Drive Demand, Destination Marketing: Enhance Brand Experience Awareness
To achieve higher destination brand awareness and conversion through targeted promotional strategies.

Drive Demand, Destination Sales and Service: Increase Business Development
To attain higher group and leisure travel business through targeted integrated sales and services strategies.

Build the Destination Product, Destination Development:  Invest in Tourism Product
To facilitate and support the branded development of the county/community attractions and events, amenities, hospitality services, and related tourism infrastructure.

Advocacy, Visitors Bureau Partner Relations, and Tourism Advocacy:  Heighten Stakeholder Engagement
To inform key partners on the importance and value of tourism and effective roles and the beneficial impacts of the JCVB.

Advocacy, Visitors Bureau Resources and Management:  Optimize Performance Effectiveness
To function as a fiscally responsible and talent-based organization delivering agreed-to performance returns.