Winston-Salem, North Carolina
Case Study | Winston-Salem Convention & Visitors Bureau (CVB)
Consulting + Organizational Development
Following the departure of the Winston-Salem Convention & Visitors Bureau’s (CVB’s) communications director, leadership desired to assess the unstaffed two-person department. In the interim, the CVB looked to outsource their communication needs to a firm with expertise in tourism marketing.
The short-term contract, among other components, required Flying Compass to make recommendations regarding the department’s internal and external role, its function and to oversee the following:
- Departmental workflow
- Media inquiries
- Tourist Development Authority (TDA) reports
- Publication schedules and delivery
- The CVB’s website
The first order of business was to establish communication standards and baseline systems so a temp worker staffing the department would have a framework to operate within. This included:
- Organizing the department’s infrastructure by expanding its role within the CVB and increasing the depth and quality of its resources;
- Working with the CVB in hiring a qualified media manager;
- Developing a positive working relationship among all departments, including the newly established leisure tourism department;
- Establishing operational efficiencies and departmental workflow;
- Setting standards for news releases and how to respond to media inquiries;
- Developing publication schedules; and
- Formalizing a change order process for updates to the CVB’s website.
The annual Visitor Guide, already in progress, had been outsourced for a fee to a third party handling ad sales, design, production and delivery. Because of challenges with the finished printed product (page crossovers did not line up correctly), Flying Compass negotiated between the vendor and printer and the CVB to address the printer’s poor workmanship.
Flying Compass has a solid working knowledge of quasi-government agencies and nonprofits and their role in promoting destinations to leisure travelers and group market segments. We understand the structure of organizational management, the hospitality industry, outdoor recreation, board leadership, marketing and communications. As such, Flying Compass was able to assess the situation quickly, compare it against the CVB’s needs and make suggestions for improvement.
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