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CC 2018-06-12_11b Proposals_AGTBID Tourism Marketing Services_Presentation VerdinVISIT ARROYO GRANDE June 12, 2018 Presented to the Arroyo Grande City Council President/Chief Strategy Officer Partner/VP Client Services Mary Verdin Ashlee Akers Media & Research Strategist Lisa Campolmi President Masen Yaffee, NDIC INTRODUCTIONS VISIT ARROYO GRANDE Advertising: Maximizing platforms / Microtargeting Digital: Social media / Email marketing / Website Public Relations: Proactive & reactive / Leverage partnerships Metrics & Reporting: Real-time reporting / >180 metrics Other Ideas: Hotel outreach and support PLAN DEVELOPMENT “Go where the locals go” •Historic walking tour with Jim Gregory •Culinary Adventures with Six Test Kitchen •Secret menu at Rooster Creek New Opportunities •Discover the Luffa Farm •Collaborate with other AG entities •Sports tourism TOURISM TRENDS Update design and messaging to better brand the destination Improve SEO •Improve and build content •Get active on social •Add reciprocal links with complementary organizations (e.g., VIA, South County Historical Society, AG in Bloom, Visit SLO CAL, CCTC and Visit California) •Speed up the site Enhance UX for better visitor retention WEBSITE WHY VERDIN Tourism expertise •Award-winning campaigns for several destinations •Involvement in tourism realm on local, regional and state levels Local •Understand the unique points of Arroyo Grande and how it fits into the region •Supports local economy, provides local jobs WHY VERDIN BRAND DISCOVERY Tourism Branding Process: Verdin 360 1. EXPLORE Discover where you are now. 2. ENVISION Plan where you want to be and how to get there. 3. EXECUTE Bring the plan to life. 4. EVALUATE Measure performance and adjust as needed. 5. ENHANCE Recognize success and leverage for growth. Explore & Envision: •Intake & creative brief development •Marketing plan development •Creative concept development Execute, Evaluate & Enhance: •Website - refresh website •Advertising - create ads & media costs •Public relations - proactive & reactive •Social media - content, contests & e-news •Ongoing client service & reporting Total: BUDGET: $165,000 $6,500 $158,500 $165,000 THANK YOU!