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Marketing Symposium
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may 2-3, 2018

TACVB is excited to announce 2018 Marketing Symposium!
The 2018 Marketing Symposium is a short, hyper-focused event designed to deliver current, relevant, experiential knowledge and skills to DMO Marketing professionals. The Marketing Symposium will feature a hands-on skills lab on day 1, and a general session, several breakout sessions, and a tabletop vendor expo on day 2.


Up to 20 Texas Destination Marketing Certificate (TDM) credits are available to be earned by attending this program, and 7 CMP credits!


Click here to register now!


Presented by:


Sponsored BY:






Host Information

Hilton Garden Inn
1749 Scott Blvd., Temple, TX 76504
Room rate $120
Reservations are still being accepted. Call Cassie Forbes, Director of Sales, at 254-899-3905 and use group code: TACVB

Hilton Garden Inn1749 Scott Blvd., Temple, TX 76504254-773-0200Room rate $120.Click here to make reservations online. Group Code: TACVB


Marketing Symposium (TACVB member) = $275
Marketing Symposium (Non-member) = $325
Marketing Symposium (Student) = $50




NOON - 5:30 PM:: REGISTRATION (grand Ballroom foyer)
1:00 - 3:00 PM:: MARKETING SKILLS LAB (grand ballroom)

The Strategic Digital Campaign Development Process presented by Dave Serino and Brian Matson (TwoSix Digital)

This hands-on skills lab will include content on the following:

TwoSix Digital Strategist’s Dave Serino and Brian V. Matson will conduct an immersive workshop designed to cover all the bases from concept to completion of your future digital campaigns. This workshop will enable you get under the hood of your next digital campaign and manage it to success, just like the big, fancy agencies do. 

The program will begin with a Google Analytics research phase which will help each attendee better define their target consumers with the highest potential to engage. We will then discuss a variety of campaign goals and the best practices to reach those goals during a discussion about campaign development and deployment. 

TwoSix Digital will then take a deep dive into numerous ad networks including those of Facebook & Instagram.  They will review their ad setup processes, targeting options and creative ideas designed to accomplish campaign goals. Learn what to look for once the campaign is live and what strategies are best for refinement and adjustment moving forward.  

Finally, TwoSix Digital will walk through their full campaign analysis and reporting process to help you determine the success of your campaigns. DOMAIN IS Marketing: 4 CEUs

3:00 - 3:30 PM:: REFRESHMENT BREAK (Grand ballroom foyer)
3:30 - 5:30 PM:: VENDOR TABLETOP EXPO SETUP (grand ballroom foyer)
3:30 - 5:30 PM:: MARKETING SKILLS LAB CONTINUED (Grand ballroom)

The Strategic Digital Campaign Development Process (continued) presented by Dave Serino and Brian Matson (TwoSix Digital)

5:30 PM - 6:30 PM:: Attendee reception (Grand Ballroom)

Meet up with your fellow attendees for networking, small bites, and beverages!


Temple has many dining options within walking distance, or a short drive, of the hotel, and even more a little further out if you’re adventurous.  A delicious dinner awaits no matter what you choose

8:00 - MIDNIGHT:: Networking Free Time


7:30 - 9:00 AM:: REGISTRATION (grand ballroom foyer)
8:30 AM - 9:00 AM:: GRAB & GO BREAKFAST (grand ballroom foyer)
9:00 - 10:00 AM:: GENERAL SESSION (grand ballroom) sponsored by Saffire

Turning Conversations Into Customers presented by Tom Martin (Converse Digital)

What if you could increase your destination’s social reach 100, 1,000 or even 10,000 fold without increasing your marketing budget 1 cent? Think that’s absurd or impossible? Think again. By harnessing the power of Social Agents and a drastically different strategic approach to your social media, content marketing and community management programs you can create a free worldwide sales force that delivers new heads in beds for your destination every day. 

The secret is changing your go to market strategy. You need to focus more on conversations and less on customers and realize your primary role is to empower the former versus creating the latter. 

If you’re ready to defy conventional thinking, join Tom Martin for a wild ride in this ground breaking keynote session.

10:00 - 10:30 AM::  REFRESHMENT BREAK & VENDOR TABLETOP EXPO (grand ballroom foyer)

10:30 AM - NOON:: BREAKOUT SESSION (grand ballroom)

Case Study: Inspire, Inform, and Engage - How and Why Visit Savannah Uses Video presented by Jeremy Harvey (Visit Savannah)

Visual content marketing using video is arguably the most compelling, effective and engaging strategies available to marketers today. Video can inspire, inform, educate and captivate audiences more than just about any other method. In this session, you’ll learn: 

  •  the importance of video told through the latest data and trends
  • why video should be a part of every marketer’s toolkit
  • tips for developing and using video in your marketing mix
  • ways to produce video content in-house as well as through outside vendors and how both can be successful
  • how and why to keep the story the main focus of your efforts
  • why Facebook may be your best distribution channel

We’ll do a case study of several video campaigns implemented by Visit Savannah, including what’s worked and what hasn’t (gasp!). The talk will be highlighted by real-world video examples, both from Visit Savannah and others, and provide attendees with actionable insights they can employ immediately in their own marketing campaigns.

Popcorn not included.

10:30 AM - NOON:: BREAKOUT SESSION (trinity Jr. ballroom)

Digital Marketing Trends and Best Practices presented by Dave Serino and Brian Matson (TwoSix Digital)

This educational session will feature 2 informative sections. During part one, get up-to-date on all the latest trends and developments in the world of digital marketing and tourism. We’ll discuss some of the latest research and clue you in on what you need to be focused on in 2018. In part two, learn the latest trends and strategies to master one of the most overlooked marketing tools in the tourism industry, Email Marketing.

NOON - 1:00 PM:: GROUP LUNCHEON (grand ballroom)
1:00 - 1:30 PM:: VENDOR TABLETOP EXPO (grand ballroom foyer)
1:30 - 3:00 PM:: BREAKOUT SESSION (grand ballroom)

Case Study: Using Geo-Fencing to Target Meeting Planners presented by Ryan Callison (Visit Frisco)

Reaching meeting planners is tougher than ever, but how do you effectively breakthrough the clutter and reach planners in a “new” cost effective way? Join Ryan Callison from Visit Frisco as he presents two case studies implemented last year at a HelmsBriscoe & Connect event. Learn what the strategy was, the research done, costs involved and the results! 

1:30 - 3:00 PM:: BREAKOUT SESSION (Trinity Jr. Ballroom)

Case Study: All In on Digital presented by Jeff Robinson (Visit Indy)

When Jeff Robinson began working for Visit Indy 11 years ago, the destination marketing organization wasn't doing any digital marketing. In 2014, his team made the bold deciion to leave all other advertising mediums behind, and dedicate its entire $1 million ad budget to digital products. The move was borne out of a need for greater targeting, and greater visibility year-round, as opposed to the previous strategy of pursuing all mediums during a brief seasonal window. Instead of heavily promoting Indianapolis in its peak season during the summer months, a digital campaign could target students ahead of spring break, sports enthusiasts in the run-up to the Indy 500 and families just before the fall family travel season.

In this session, you'll hear lessons learned from a seasoned marketer who took a big chance and went all in on digital.

3:00 - 3:30 PM:: REFRESHMENT BREAK & VENDOR TABLETOP EXPO (grand ballroom foyer)
3:30 - 5:00 PM:: BREAKOUT SESSION (grand ballroom)

Case Study: Using Influencers in the Convention and Meetings Space presented by Seth Spillman (Visit OKC)

Can influencer marketing be used effectively in the meetings and conventions space? The Oklahoma City CVB thinks so. We’ve taken the lessons learned from tackling perception issues when marketing to potential leisure travelers and have begun applying those techniques to the world of meetings and conventions; influencers included. This session will be a review of this ongoing experiment, why we’re doing it, how we’re going about it and what we’ve learned so far. DOMAIN IS Marketing: 1.5 CEUs

3:30 - 5:00 PM:: BREAKOUT SESSION (trinity jr. ballroom)

Case Study: Making your blog your central content hub -  How we doubled our blog traffic in one year presented by Katie Cook (Visit Austin)

Learn the why, what and hows of blogging about your destination. The session will cover how to build an editorial calendar, ideas for getting staff and partners to contribute content, SEO strategies, success metrics, and ways to drive traffic through organic and paid channels. DOMAIN IS Marketing: 1.5 CEUs

5:00 - 5:30 PM:: BADGE RETURN AND DEPARTURES (grand ballroom foyer)

Click here to register now!

Texas Association of Convention and Visitor Bureaus
PO Box 1256
Denton, TX  76202
Phone: 940-999-1002
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