Visit Duluth Marketing Plan

Project: 2021 Marketing Plan

Skills & Technology: Analytics and Strategy Research, Marketing Methodology Research, Strategy Development, KPI Development, Copywriting, Design and Print Production (InDesign)

View the 2021 Marketing Plan

Project Summary:

In 2021, the Visit Duluth Board of Directors recommended the development of a Marketing Strategy Plan to direct the organization’s efforts towards recovery following the COVID-19 pandemic. The task was assigned to me, and I worked independently to create the 2021 Marketing Plan. I presented the plan to the Marketing Committee, the full Visit Duluth Board of Directors, and finally to the Duluth City Council for review and approval.


Marketing Plan OutlineI created the production timeline, directed research to identify current trends, conducted audience analysis, established marketing methodology, and reviewed industry standards for measuring performance. The 2021 Visit Duluth Marketing Plan guides the reader through the strategy development process and identifies three primary goals for the organization. Key performance indicators are established to measure progress and reporting standards are outlined to clearly set expectations for the coming year.

While the core function of the Marketing Plan is to identify goals and KPIs, it is also one of the only documents reviewed by the city annually, so is an opportunity to tell the story of Visit Duluth to an audience that is critical to the success of the organization. To take advantage of that opportunity, I used a narrative approach to introduce Visit Duluth. The plan leads its reader through strategic analysis development and the tactics Visit Duluth uses to reach its key audiences. The sidebar and call-out blocks integrated throughout the document feature stories from the Visit Duluth team to highlight current success and illustrate the importance of the personal service Visit Duluth provides.

The 2021 Marketing Plan was unanimously accepted by the City Council and full funding was awarded to Visit Duluth for 2021.