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!