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ACCOMPLISHMENTS Information from DKS&A's PERFORMANCE/MonitorSM, the world's largest study of US travelers is regularly used to demonstrate, to both investors and governmental bodies, the financial feasibility of travel and tourism projects. DKS&A works with The Bureau of Economic Analysis (BEA) and the U.S. Commerce Department to provide Balance of Payments information for international travel and the new satellite accounting approach to measuring economic impact. DKS&A's USA Travel Recovery/MonitorSM measured the impact of post Sept. 11 travel; this a not for profit study funded by the AH&LA, US Department of Commerce - Office of Travel & Tourism Industries, the Canadian Tourism Commission, and a number of state tourism organizations and CVBs. Standard source for volume estimates (number of visitors) and economic impact for some of the largest US destinations, including 20 states and over 25 Convention & Visitor Bureaus (CVBs). In 1998 IACVB contracted with DKS&A to provide their membership with Visitor Profile and Volume estimates for over 180 cities. DKS&A provided marketing intelligence to the State of Texas that identified their best target markets and the kinds of media used to reach them. These efforts resulted in an increased return on investment of forty percent while maintaining the same advertising budget. Governor reverses ad budget cut when our advertising tracking study, ADTRAK/MonitorSM, delivered proof of the benefit of a state's in-state advertising campaign initiated after 9-11. The governor had planned to cut the advertising budget for the coming fiscal year. Results of the study helped change his mind. Media target change produces positive results when a client learned from our analysis that monies being expended against a target market were producing positive results; however our research also identified that the target segment was not a significant contributor to the overall travel revenue to the destination. Advertising expenditures were redirected against larger revenue segments during different time periods and the decline in visitation was reversed. DKS&A developed direct mail lists for the Orlando/Orange County CVB, based on visitor profiling of specific market targets using PRIZM® data for enhanced "lift". Successful ad campaign implemented by another client when we informed them that their advertising creative strategy was not being targeted against the groups contributing major revenue to the destination. The client changed ad agencies and developed a successful new campaign directed at their primary target market. DESTINATION CLIENTS PROJECT EXPERIENCE   For more information please e-mail us at: Info@dksa.com or call (703) 536-0933 1750 Old Meadow Road · Suite 620 · McLean, Virginia 22102 ©2006 D.K. Shifflet & Associates, Ltd.