Monroe County Visitor Profile Study

The Need

The Bloomington and Monroe County Convention and Visitors Bureau (CVB), which had last conducted a visitor profile study in 1997, requested a proposal for a new study in 2001. The new study provided precise and accurate information, which could be used to create new visitor/tourism standards, new attractions, and marketing of Bloomington/Monroe County.

The Solution

The Eppley Institute:

  • Conducted a three-part survey that included a visitor intercept survey, a detailed mail survey of intercepted visitors, and a mail survey of potential visitors, and
  • Analyzed survey data analysis, which included 150 separate variables from the three survey methods.

The Result

The Bloomington and Monroe County CVB received eleven primary recommendations from the study. Included among the recommendations were the:

  • Expansion of cooperative marketing strategies to include Indianapolis, Nashville, and Brown County CVB’s
  • Revision of the focus of the marketing plan toward working adults in professional, paraprofessional positions and in the trade and labor fields, and
  • Redesign of the marketing campaigns geared toward repeat visitors and placed at attractions where first time visitors are more likely to be.
Attached files

1265129476_monroe-county.pdf ( B) 

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