Organizations Filed Purposes:
THE MISSION OF THE ORGANIZATION IS TO ESTABLISH FINGER LAKES WINE COUNTRY AS THE TOP-OF-MIND BRAND WITH A VISION THAT THE POTENTIAL VISITOR WILL HAVE A CLEAR IMAGE OF FINGER LAKES WINE COUNTRY, WHAT IT OFFERS, AND HOW TO PARTICIPATE IN ITS EXPERIENCES.
THE ASSOCIATION SPENT 2019 IMPLEMENTING THEIR NEWLY DEVELOPED STRATEGIC PLAN. FIRST, THE ASSOCIATION CONDUCTED BASELINE MARKET RESEARCH WITH INSIGHT STRATEGY GROUP. THE RESEARCH RESULTED IN UPDATED TARGET MARKETS FOR FUTURE MARKETING AND PROMOTIONS, AS WELL AS BASELINE AWARENESS METRICS TO MEASURE SUCCESS OF CAMPAIGNS IN THE FUTURE. ONCE RESEARCH WAS COMPLETE, THE ORGANIZATION HIRED RESONANCE CONSULTANCY TO CONDUCT A FULL REBRAND. RESONANCE CONSULTANCY'S FOCUS WAS TO ENGAGE STAKEHOLDERS TO REDEVELOP THE BRAND'S STORYLINE, BRAND ESSENCE, AND BRAND VISUALS INCLUDING LOGO, COLORS, AND FONTS.
THE ASSOCIATION CONTINUED EFFORTS TO ENGAGE MEDIA AND INFLUENCERS TO HELP TELL THE BRAND STORY. IN 2019, FINGER LAKES WINE COUNTRY HOSTED 11 PRESS TRIPS RESULTING IN A GROWTH IN AUDIENCE ACROSS SOCIAL MEDIA CHANNELS AND HEIGHTED EXPOSURE THROUGH BLOGS AND ONLINE CONTENT. THE ASSOCIATION'S FACEBOOK AUDIENCE INCREASED 2.2% TO 74.6K LIKES; TWITTER INCREASED 3.5% TO 10.9K LIKES; INSTAGRAM SAW THE LARGEST GROWTH WITH A 21.2% INCREASE TO 9.7K FOLLOWERS. THE ASSOCIATION CONTINUED TO SEE RESULTS FROM HOSTING THE TBEX CONFERENCE AT THE END OF 2018 WITH MORE BLOGS AND CONTENT SHARED THROUGHOUT 2019 WITH A TOTAL OF 15.5K BLOG POSTS, REACHING 14.6 MILLION PEOPLE AND CREATING 152.6 MILLION IMPRESSIONS.
THE ASSOCIATION'S WEBSITE, WWW.FINGERLAKEWINECOUNTRY.COM, SAW INCREASED VISITATION, UP 5.4% TO 487.K VISITS IN 2019. THE ASSOCIATION CONDUCTED A ROBUST MEDIA BUY IN 2019 AIMED AT DRIVING TRAFFIC TO THE WEBSITE. THE DIGITAL DISPLAY CAMPAIGN GENERATED JUST OVER 2 MILLION IMPRESSIONS WITH A 0.21% CLICK-THROUGH RATE. THE PAID SEARCH CAMPAIGN GENERATED 108.3K IMPRESSIONS WITH AN OVERWHELMING CLICK-THROUGH RATE OF 9.8%. SOCIAL VIDEO CAMPAIGNS GENERATED 515.2 IMPRESSIONS WITH A CLICK-THROUGH RATE OF 1.12%. PRE-ROLL VIDEO ADS GENERATED 315.4K IMPRESSIONS WITH AN EXCELLENT AVERAGE VIEW RATE OF 91.3%. THE ASSOCIATION FOCUSED ON LEAD GENERATION AS A KEY PERFORMANCE INDICATOR OF THE MEDIA BUY. IN 2019, 11,877 LEADS WERE GENERATED. THE ASSOCIATION COMMUNICATES TO THESE LEADS THROUGH EMAIL CAMPAIGNS. OUR CURRENT EMAIL SUBSCRIBER LIST IS OVER 51K. IN 2019, THE AVERAGE OPEN RATE FOR OUR EMAILS WAS 21.3% WITH AN AVERAGE CLICK-THROUGH RATE OF 15.5%.
Executives Listed on Filing
Total Salary includes financial earnings, benefits, and all related organization earnings listed on tax filing
| Name | Title | Hours Per Week | Total Salary |
|---|
| Laury Ellen Ward | PRESIDENT | 40 | $92,083 |
| Betsey Hale | CHAIR | 10 | $0 |
| Tom Tranter | VICE CHAIR | 6 | $0 |
| Stephanie Rogers | SECRETARY | 3 | $0 |
| Gene Pierce | TREASURER | 6 | $0 |
| Beth Duane | PAST CHAIR | 3 | $0 |
| Susan Baron | DIRECTOR | 3 | $0 |
| Jessica Bacher | DIRECTOR | 3 | $0 |
| Leeann Tinney | DIRECTOR | 3 | $0 |
| Cynthia Kimble | EX-OFFICIO/NON-VOTING | 3 | $0 |
| Chris Stamp | DIRECTOR | 3 | $0 |
| James Johnson | DIRECTOR | 3 | $0 |
| Rick Pirozzolo | DIRECTOR | 3 | $0 |
| Brett Smith | DIRECTOR | 3 | $0 |
| Rebecca Maffei | DIRECTOR | 3 | $0 |
| Rebekah Carroll | DIRECTOR | 3 | $0 |
| Kamala Keeley | DIRECTOR | 3 | $0 |
| Kevin Costello | DIRECTOR | 3 | $0 |
| Michael Doyle | DIRECTOR | 3 | $0 |
| Julie Delgrosso | DIRECTOR | 3 | $0 |
| Michael Printup | DIRECTOR | 3 | $0 |
Data for this page was sourced from XML published by IRS (
public 990 form dataset) from:
https://s3.amazonaws.com/irs-form-990/202031829349301613_public.xml