Visit Salt Lake's ultimate goal was to become more relevant to visitors, while further recognizing the importance of maintaining member engagement.
They had been an established member-based organization with strong membership services and participation for years. However, as the organization's online presence and users' need to have relevant search results delivered to them increased, Visit Salt Lake was faced with the question: should they remain a member marketing organization (MMO), or transition into a destination marketing organization (DMO)?
After more than six months of Membership Committee meetings, facilitated stakeholder discussions and Simpleview consultations, the hard work had finally paid off. Visit Salt Lake not only transitioned into a destination marketing organization, but it also implemented Simpleview's Inclusion Model. In doing so, the model provided a unique way for Visit Salt Lake to obtain business data and determine what information to feature on its website. Simpleview created the destination listings on Visit Salt Lake's website, which allowed the DMO to track impressions, clicks, and conversions.