Snohomish County Strategic Tourism Plan

Snohomish County, Washington

Snohomish County, located in northwest Washington State between the Pacific waters of Puget Sound and the soaring, snow-capped peaks of the Cascade Mountains, needed to leverage its natural beauty and proximity to Vancouver and Seattle to attract more visitors. Resonance Consultancy was hired to refresh the 2010 Snohomish County Tourism Strategic Plan to provide the country with a more future-proofed, resilient plan for the next five years.

The Solution

Resonance launched the county’s tourism strategic plan with a brand review and analysis that included an external audit of marketing and communications channels, as well as digital and printed assets, then provided recommendations and strategic direction for a social media strategy, website, and higher-premium magazines and brochures. In order to lay the foundation for vital, local input in 2017, Resonance also conducted stakeholder group sessions with more than 50 individuals, and deployed an industry survey to prioritize issues and opportunities. Work is still ongoing and the final strategic plan will be completed in spring 2017.

Stakeholder Engagement

Resonance conducted one-on-one interviews and group sessions with dozens of travel and tourism industry stakeholders to distill trends impacting the Snohomish tourism industry and the threats and opportunities they represent.

Brand Audit

Through a series of proprietary quality measurement initiatives, Resonance recommended a marketing plan and collateral direction in order to drive ROI and performance of marketing efforts.

Initial Destination Assessment

Through a series of proprietary research and measurement initiatives, Resonance analyzed Snohomish County’s tourism supply-side performance and competitiveness in relation to strategically selected competing destinations.

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