A G E N D A Business Meeting of the 20th Annual Educational Conference Michigan Lake to Lake Bed and

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A G E N D ABusiness Meeting of the 20th Annual
Educational Conference Michigan Lake to Lake Bed
and Breakfast Association

• 200 PM Meeting Starts Welcome Everyone!
• Introduction of Board Members
• Introduction of new Executive Director
• Presidents Report
• Marketing Report
• Executive Directors Report
• Treasurers Report
• Question and Answer Session
• Share Your Stories!

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Presidents Report

• - Our Mission Statement -
• Michigan Lake to Lake BB Association exists as
  a body of like-minded innkeepers formed to
  collectively promote Bed and Breakfasts as the
  preferred choice of accommodation for leisure and
  business travel.

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Whats ML2L done for members in 2007?

• Quality Assurance
• Association office support and communication
• Continuing Website enhancements
• Marketing brought to a new level!

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Quality Assurance

• Inspected 41 Inns in 2007
• Updated Quality checklist
• New focus on Education
• Sharing of Best Practices

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Office support and communication

• BOD 3 board meetings and monthly phone
  conferences
• Frequent email blasts
• Quarterly newsletter
• Handling phone calls and emails from both
  members and travelers.
• Distributed brochures and pocket guides to AAA,
  Welcome Centers, Libraries, Member B Bs,
  Customer order handling.
• Manage the Gift Certificate program (38,000
  ordered for use at ML2L inns for 2006)
• Liaison for website maintenance, changes, and
  statistics
• Cookbook promotion and sales

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Powerful Website!

• Traffic! Highest ranking on Michigan B B
  searches
• Ease of use w/ Innkeeper updates, Specials
  posting.
• Data capture exports listing w/ pictures to print
  media.
• Improved tracking and statistics
• Links to key partners (Michigan.org,
  Michiganbackroads.com, bbonline,
• bedbreakfast.com, etc.)
• Landing page for handling eSpecials, magazine ad
  responses, and other PA promotions.

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Marketing to a new level!

• Networking with Michigan Industry leaders i.e.
  MEDC (TravelMichigan), TICOM, MHMRA.
• Monitoring Lansing tourism related issues and
  alerts on applicable bills or legislation.
• Working with lobbyists and partners to favorably
  influence B B legislation.
• Launching eSpecials with TravelMichigan.org
• Ads placed in highly popular travel magazines
  such as Midwest Living, Ohio Magazine to raise
  our visibility for travelers.
• MEDC Michigan Economic Development Corp.
• TICOM Tourism Industry Coalition of Michigan
• MHMRA Michigan hotel, motel, resort
  association

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Hi. Im Linda Singer.ML2Ls new executive
director.

• I bring a professional background to ML2L in
• Association Management
• Marketing and Sales
• Communications
• Special Events

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Executive Director ReportVision for ML2L

• Expand marketing of member BBs.
• How?
• Increase revenues through
• Advertising
• Expanded Platinum Ambassador Program
• New, qualified memberships
• Satisfied current members

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Advertising Opportunities

• BB Directory (non BB advertisers)
• Website banners (non BB advertisers)
• Profitable conferences / sponsorships
• Increased product sales
• Cookbooks
• Gift Certificates
• Other new products

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Expand Platinum Ambassador Program

• Develop new benefit incentives
• Better educate the membership to the programs
  benefits
• Develop easy-to-understand promotional materials
• Re-evaluate the programs attributes to ensure it
  supports member needs and encourages growth

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New, Qualified Memberships

• Increase outreach
• Visit non-member BBs
• Create more compelling promotional materials
• Generate prospect files and follow up regularly
• Be more visible through increased involvement in
  industry organizations

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Satisfy Current Members

• Respond within 24 hours to any member inquiry
• Communicate timely, accurate and useful
  information
• Visit member innkeepers one-on-one
• Improve current and generate new educational
  forums
• Create new networking opportunities
• Re-establish the Committee system

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