b'LETTER FROM THE PRESIDENTSALES and MARKETINGAT THE HELMTOP the 2021 LIST of PRIORITIESfor VESSEL OPERATORSCOLLEEN STEPHENS // PRESIDENTT here has been a consistent trend for the past 12 months that weThis schedule is as follows:have come to rely on: nothing is constant, most of the immediate future is unknown, and planning is going to be a struggle.ThisFebruary 16: trend impacts/impacted decisions connected to our operational plans,3:15 PM ESTpassengerandcrewmanagement,fi andfacilityandassets2021 Social Media Trends and Changes You Need to Know nances, management.As our businesses start to claw their way into a slow recovery from COVID-19, it is apparent that this trend will also change4:15 PM EST the way we communicate to and recruit our customers. Roundtable:Creative Ways Vessel Operators are Attraction CustomersThis issue of the FOGHORN, concentrating on sales and marketing, is timed perfectly as we fi nd ourselves analyze traveler confi dence, marketFebruary 17:trends, guest demographic changes, and communication channels and2:15 PM ESTmethods that we use to reach our clients. Roundtable:Adjusting Your Marketing Strategy for the Changes Related to the PandemicGAUGING TRAVELER CONFIDENCE AND SENTIMENTNo matter who your guests, customers, passengers or clients are theyFebruary 18:will not purchase product unless they have a level of confi dence that3:30 PM ESTtheir investment will ensure safety and provide a quality product orMarketing and Social Media:Pivoting Content Strategy During experience.For vessel operators, this means that in order for a passengerCOVIDto book with you, they need to be secure in every part of their journey, from the time they leave home to return home. PVA DIGITAL MARKETING CAMPAIGNTo support the digital marketing eff orts of your business, PVA will be Each week, since the end of March 2020, Destination Analysts haslaunching a new member benefi t soon.At the core of this eff ort will beenconductingasurveyofCOVID-19sImpactonAmericanbe a traveler-facing web page designed to encourage guests to always travelers.This weekly report tracks personal health concerns relativeinclude a water-based adventure no matter where they travel.PVA will to COVID-19, personal economics, perception of the safety of travel,also be placing targeted digital ads and social media posts to drive traffic excitement to travel, number of trips planned and when, as well as manyto this site.other items connected to the confi dence of travelers.The information in this study is being used by many businesses and destination to properlyThese new marketing eff orts will not be strong or complete unless we craft messages, decide when to enter the marketplace and to attempt tohave participation from each of you.Included in this campaign will be forecast the new planning cycle of travel.Weekly results of this study cana member tool kit, showing you how to best leverage PVAs eff orts and befoundat:https://www.destinationanalysts.com/covid-19-insights/ to promote the fun that can be had by traveling our nations waterways.coronavirus-travel-sentiment-index-report/.Aspecialthankyouto all the contributing sponsors of this study and in particular our PVAFor complete details on this new program, be sure to attend the session member Hornblower. during the virtual convention on February 17 at 4:15 PM Eastern being presented by PVAs digital media team from Thompson & Company.CHANGING DEMOGRAPHICS AND COMMUNICATION TECHNIQUES I hope to see you all in the virtual world during PVA Virtual Convention As travelers start to hit the roads, fl y the skies and cruise the waterways,at MariTrends 2021.Please take advantage of the amazing registration they may not look like the typical guest that visited our businesses priorpricing of $100 per Vessel company that we can off er this year.Yes, this to February of 2020.Many locations and businesses are reporting a shiftmeans for $100 PVA Vessel members can have as many persons in your to seeing an increase in guests who are of the Generation X, Millennials,company participate as is benefi cial.Once you have a primary Vessel or younger generations.If this sounds like a shift your business is seeing,registrant, you will be provided a link to share with your coworkers.you may have interest in increasing your digital communications and the use of social media. Wishing everyone a healthy and successful 2021!During the PVA Virtual Convention at MariTrends 2021, February 1618, there are many seminars being presented on digital and social media outreach.Colleen Stephens,PresidentLETTER FROM THE PRESIDENT 4 FOGHORN'