Rockford Area CVB Destination Segmentation

Cohorts Analyzes and Segments Databases to Increase Tourism

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. October 14, 2008

DENVER, CO, September 11, 2007. When Illinois-based Rockford Area Convention & Visitors Bureau (RACVB) chose to evolve from a product-focused marketer to a customer-focused marketer using household-based segmentation, database analysis and mapping, it selected Cohorts to lead the effort.

The bureau engaged Cohorts to identify and profile the types and characteristics of consumer households who inquired about Rockford, and those who visited the destination. Local tourism industry partners - such as golf courses, historic districts and arts venues - significantly contributed to the effort by also providing their databases for analysis and segmentation.

The databases enabled an understanding of which consumer segments were most over- and under-represented compared to the marketplaces served. This led to key findings, such as knowing that there is a great opportunity to reach out to families with children and single moms.

Using Cohorts Atlas, a mapping tool, the illustrated geographic concentrations of segments allows RACVB to better target regional advertising and direct mail programs.

"Cohorts provides us with a data-based rationale to use when approaching a particular marketing campaign, making it easier to develop creative elements and place media," said David Preece, president and CEO of the RACVB. "Our local marketing partners also know more about their customers, which provides the benefit of everyone speaking the same language."

This highly targeted approach quickly improved both inquiries and visitor counts. A leading hotel that partnered with RACVB in a winter promotion experienced record-breaking package sales as a result.

To receive a copy of the complete RACVB case study, visit www.cohorts.com or contact Erica Gunn at (303) 893-8600 or [email protected].