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CC 2018-06-12_11b Proposals_Catalyst Marketing_Verdin_Pros and ConsREQUEST FOR PROPOSAL MARKETING COMMUNICATIONS, WEBSITE MANAGEMENT & SOCIAL MEDIA PRESENTED BY 4r:,v -·· CATA~V.SI MAFIKETINC3 COMPANY Fresno · Costa Mesa · Honolulu | teamcatalyst.com April 30, 2018 Ms. Jocelyn Brennan AGGB Chamber of Commerce 800A W. Branch Street Arroyo Grande, CA 93420 Dear Jocelyn, Thank you for the opportunity to respond to your Proposal Request, and to share Catalyst’s travel and tourism experience and expertise. Today’s travel and tourism marketing has changed as you well know. Today’s traveler is considerably more well-informed, tech-savvy and searching for a deeper, richer experience. They have more options, are bombarded with travel messages constantly, and have become smart. It takes a whole new marketing approach to reach and persuade them. We think Arroyo Grande is among the most unique and charming destinations in California with excellent potential for growth. Our proposal reflects this optimism and outlines our strategy, our unique approach to targeting, sophisticated media targeting and budget management. Our digital and traditional media plan and our social media discussions present not only our thinking about these media in today’s environment but offer key insights into the Arroyo Grande potential traveler. Our proposal presents our thoughts on promotional partnerships, co-op efforts to engage merchants, add value to visitors, and offers new ideas for targeting social media beyond traditional organic posts. We demonstrate how we can create and integrate a multi-faceted campaign in today’s highly competitive environment across key media channels. We have assigned our most experienced team of travel professionals to the Arroyo Grande account, managed by agency veteran, Vern Crow. Vern and his seasoned account team will bring decades of vital destination and travel experience to bear for Arroyo Grande. Catalyst is presenting a different approach to your budget which will stretch the Arroyo Grande dollar further. We are recommending a modest all-inclusive fee agreement, that will allow the agency to present most all services outlined in your RFP without fluctuations in fee, as pass along hard-cost buyouts, exclusive of media, to Arroyo Grande at net (no markups). With exciting creative and a media plan already well underway, we’ll be able to hit the ground running. We look forward to the next steps, including an in-person presentation to expand on our creative ideas and capabilities. Please let us know if you need any additional information. Sincerely, Mark Astone CEO Catalyst Marketing Company 1466 Van Ness Avenue, Fresno, CA 93721 559-906-9960 mastone@teamcatalyst.com i ,/ --/ Fresno · Costa Mesa · Honolulu | teamcatalyst.com Situational Analysis Creative Concepts • Campaign Concept #1 • Campaign Concept #2 • Campaign Concept #3 • Passport Concept #4 Website Update, Maintenance & Hosting Digital & Social Media Plan Metrics & Reporting Budget Detail & Recommendations • Year 1 • Year 2 Agency Overview • About Catalyst • Org Chart • Account Team Examples of Past Agency Creative References Thank You! ii TABLE OF CONTENTS 1 4 5 7 9 11 12 15 27 29 29 30 31 32 34 35 37 47 ~--~ CATALV.sr Fresno · Costa Mesa · Honolulu | teamcatalyst.com As one of California’s few remaining authentic and charming one-of-a-kind original coastal towns, Arroyo Grande offers visitors beautiful scenery, coastal proximity, and a surprising array of tourism assets. In order to increase visibility and position the city as a premier tourist destination, Arroyo Grande has formed a Tourism Business Improvement District (TBID), with the goal of significantly increasing its market share of visitors to California’s beautiful Central Coast. Initial marketing efforts have taken important first steps towards fulfilling these goals, by creating a genuine positioning statement in “Vintage California” and creating a handsome first-phase website to showcase the destination and its diverse lodging, dining, shopping, special events, outdoor activities, golf and wine tasting offerings. Catalyst Marketing Company is excited to be considered as the city’s marketing partner to help it reach its stated goals. We believe that the first year’s stated budget can provide significant impact, provided initial setup initiatives are put in place, and also provided that available media dollars are spent using sophisticated targeting through a combination of research-driven channels. The initial setup phases should include: SITUATIONAL ANALYSIS & THE PATH FORWARD • Develop and present marketing theme to expand on the authentic positioning of Vintage California. • Consider purchase of VisitArroyoGrande.com as the primary vanity URL. The current .org URL is a barrier to navigation, particularly in non-linked marketing initiatives. The .com URL is available, albeit at a considerable fee ($2,100.00). • Develop and sell-in a cooperative component among Arroyo Grande (and surrounding) merchants and activity providers. This tool will partially pay for itself by participation contributions; enroll all stakeholders in the marketing vision; and provide a valuable booking incentive for lodging establishments that does not require discounting. Creating value vs. discounting is consistent with the goal of becoming a premier destination. Advertising is based on repetition, and as your marketing partner it will be our responsibility to recommend those channels where we can reach our defined target audience with necessary frequency to cause action. Catalyst has decades of hands-on experience working with high profile destination marketing organizations, including Visit San Luis Obispo County, Hawaii’s Big Island Visitors Bureau, Mariposa County Visitors Bureau, 1 v..:..- C'ATALV.sr Fresno · Costa Mesa · Honolulu | teamcatalyst.com San Bernardino Visitors Bureau and more. We also represent hotels & resorts of all sizes in the continental US, Hawaii and the Caribbean... so we know what will benefit our Arroyo Grande lodging partners, while elevating in-market spend simultaneously. As seasoned destination marketers, we understand the importance of reporting, and we have an array of sophisticated tools from which to track response and build compelling recaps – including a navigatable dashboard for key TBID members to access. Arroyo Grande has an undeniable yet underexposed allure to which a well conceived and executed marketing plan will showcase. Catalyst is pleased to present not only the science behind that plan, but also examples of creative voices that will demand attention; driving visitor web traffic and conversions; and lift ADR for lodging stakeholders. To hit the ground running, Catalyst proposes the following action plan: 1. Hold a joint kickoff meeting between the Catalyst and Visit Arroyo Grande tourism teams. 2. Recommend and Identify immediate client needs and deliverables. 3. Review all phases of recommended strategic marketing plan and secure approvals 4. In the first 30-60 days, Catalyst will: • Present cooperative plan to merchants, restaurants, activity providers and wineries to secure buy-in and participation. • Evaluate current website and suggest ways to improve it – including a dynamic offers page (seasonally adjustable) with direct links for lodging partners. • Review current social media activities and identify opportunities to make organic posts more effective. • Interview and hire photographer and videographer (perhaps the same person) to expand image library with professional still and video assets. • Meet with public relations provider for Arroyo Grande to ensure seamless dovetail of campaign messages with PR messages. • Meet with SLO County marketing team to update all Arroyo Grande integration into county-wide initiatives. 2 3 Fresno · Costa Mesa · Honolulu | teamcatalyst.com CREATIVE IDEAS TAKE FLIGHT BUILDING ON THE IDENTITY: VINTAGE CALIFORNIA 4 Fresno · Costa Mesa · Honolulu | teamcatalyst.com CREATIVE CONCEPT #1 STOP OR STAY The most direct concept in the series, this plays off “Vintage California” in both the headline and body copy, while imploring potential visitors to stay in Arroyo Grande, or stop for a day visit (knowing they’ll be back if they do!). URL promises lodging values. Inspirational photography will spawn different variations on this theme if adopted, complementing online creative shown. Copy in place illustrates friendly, first-person narrative. Print Ad 5 g1op-gfmr It's not that modern California passed us by. Truth is, we ducked out of the way. Tucked in the coastal hillsides, we still walk into town over a suspension bridge. Quaint one-of-a-kind shops & restaurants in beautiful Victorian buildings extend neighborly welcomes and genuine char- acter. Acclaimed wineries ore still run by families. And there's always something to explore in the surrounding country side. Come see why no exploration of the Central Coast is complete without a stop or stay in historic and friendly Arroyo Grande. Leorn more and discover Grande values ot VisitArroyoGronde.o rg Fresno · Costa Mesa · Honolulu | teamcatalyst.com Website Page Online Banners 6 Learn more and d i scover Grande values at VisitAr royoGronde.org "'i ~ ...,REALLY ~ 7-,·-g;·-· µ/PW•CAN I STAND ~~ Leorn more ond d i scover Gr ande volues o t _, REALLY CAN ST,AND .. -· , 5 ' .. ,.,fr//· .... -· ... Utt(. '.· ~.-.. ... , ' . ' t ......... ; . . ., .:~--'-· ,·:-"~-"-· ;-;, .... ,, .. '. VisitArroyoGronde.org Stay and play right in the middle of California's Central Coast • g~t° (Tl" g1a,r It's not that modern California passed us by. Truth is, we ducked out of the woy. Tucked in the coastal hillsides, we still wolk in t o town over o suspension bridge. Ouoint one-of-a-kind shops & restaurants in beautiful Victorian buildings extend neighborly welcomes and genuine chorocter. Acclaimed wineries ore s t ill r un by families. Fresno · Costa Mesa · Honolulu | teamcatalyst.com Conceived as a series, this direction also expands on the “Vintage California” core theme, but uses double entendres; positioning current-day buzzwords against quaint, “simple-life” images. This theme portrays Arroyo Grande as a place where you can step back into California at its unspoiled and unhurried best... while at the same time reconnecting body and soul with renewing core values. CREATIVE CONCEPT #2 MODERN HEADLINE VS. TIMELESS IMAGERY Print Ad 7 u l urn off for a while and visit one of California's hidden Jewels, We aren't a faux•historrcal village. we·re a one-of•a•kind California original. Ouaint specially shops & restaurants always welcome you with a neighborly smile. Stroll through our Central Park, __ picnic by the g:)wbo or take an adv~ture lo one of our acclaimed fomily-run wineries.. There's noth ing virtual about this reality. So un plug and relax with us in historic and friendly Arroyo G rande. Fresno · Costa Mesa · Honolulu | teamcatalyst.com Website Page Online Banners 8 CLICK TO •IND YOUR WAY >IE;RE; CLICK TO CONNECT HOME STAY D INE PLAY SIP EVENTS DIRECTIONS Turn off for a while and v1s1l one of California's hidden Jewels. We aren't a faux.h1stoncal village, we're a one-of-a-kif'ld California original. Quainlspecially shops & reslauranls always welcome you w,lh a neighborly smile. Stroll through our Cenlral Park, picnic by the gazebo or take an advenlure lo one or our acclaimed fam il y-run wineries. There's nothing virtual about this reality So unplug and relax w,lh us ,n h;sloric and fr,endly Arroyo Grande. CLICK TO REJUVENATE Fresno · Costa Mesa · Honolulu | teamcatalyst.com This series theme plays on “vintage” by leaning on illustration graphics that suggest bygone days. This series connects to the “Vintage California” theme quickly, breaks through ad clutter, and requires fewer words to arrest viewers. Accompanying digital banners will be showstoppers. Romance copy in place is short & sweet... as recommended. URL drives to web for promised lodging values. This theme also announces the Grande Times value-added component illustrated in Concept #4. CREATIVE CONCEPT #3 A GRANDE TIME AWAITS (IN VINTAGE CALIFORNIA) Print Ad 9 Fresno · Costa Mesa · Honolulu | teamcatalyst.com Website Page Online Banners 10 HOME STAY DINE PLAY SIP l:Vl:NTS DIRECT IONS Fresno · Costa Mesa · Honolulu | teamcatalyst.com CREATIVE CONCEPT #4 PASSPORT TO “GRANDE” ADVENTURES How do Arroyo Grande’s lodging partners price-compete without discounting rates and hurting ADR? By adding value that impacts visitors’ total vacation cost, of course! This accurately sized “Passport” will be underwritten in large part by merchants, restaurants, wineries, activities and events via modest fees. The Passport will be available as a value- added amenity for all arriving lodging guests through a supply provided to each hotel, inn or vacation home (and perhaps at AGGB Chamber offices/visitors’ center). Allowance for TBID underwriting included in proposed budget. 11 FREE MASSAGE 15.._..WNI .... i,11/1 Fresno · Costa Mesa · Honolulu | teamcatalyst.com WEBSITE MANAGEMENT 12 Fresno · Costa Mesa · Honolulu | teamcatalyst.com WEBSITE MANAGEMENT CATALYST’S QUALIFICATIONS • Proven track record in assisting clients achieve their goals • Extensive experience with online marketing, driving overnight stays and creating awareness • Experienced in the integration of third party systems • High ongoing customer satisfaction • High SEO rankings and marketing services • Achieving low bounce rates through active content management • Excellent client references • Highly experienced internal web team complemented by external partner specialists • Agency expertise – building-in features to enhance digital and social media marketing effectiveness A FULL TEAM OF EXPERTS WILL ENSURE HIGH WEBSITE PERFORMANCE Our team of highly qualified digital graphics designers, web developers, web usability programmers, marketing specialists, web strategists and project managers have strong, in-depth skills in the latest web development tools and languages, as well as extensive IT experience in complex applications development. Our team brings its institutional knowledge, skills and expertise to every project. Team Cat is experienced in all forms of programming, design, creation and integration to ensure high performance and reliability for your website. UNIQUE, CUSTOM UPGRADES TO COMPLEMENT MARKETING A compelling design and easy navigation is key to impressing your target audience. We have a talented group of professional web designers that conduct research to understand your business, including on-site visits when approved, investigating your target demographics, and then executing designs and features to develop a look and feel unique for the desired impression that appeals to your target audience. Our designers and developers will make Arroyo Grande “come alive” through upgrades to your website that showcase your unique assets, and complement our new marketing themes and initiatives. 13 Fresno · Costa Mesa · Honolulu | teamcatalyst.com SUCCESSFUL PROJECT MANAGEMENT Most clients come to Catalyst for end-to-end project services. We research, investigate, advise, strategize, plan, design and develop all aspects of our client’s web presence and supporting marketing needs. Whether it’s a site enhancement as we expect for Arroyo Grande, or an all new site, the project effort involves a detailed, multi-step process to determine clients’ website desires and needs. We develop a detailed marketing purpose for each section, page and task to fully understand the project and reveal any opportunities for improving efficiency or developing new strategies to improve or solve any nagging organizational process management challenges. Each of our projects is assigned a Project lead who is the primary liaison in Catalyst while your project is in production. The project manager guides you through the entire process of creating the website and keeping you informed of progress. Project management includes the coordination of content implementation, changes, tracking, meeting deadlines, preparing training materials, preparing online marketing information and registering the site with internet search engines. 14 Fresno · Costa Mesa · Honolulu | teamcatalyst.com MARKETING & COMMUNICATIONS DIGITAL & SOCIAL MEDIA: THE SCIENCE OF TARGETING 15 Fresno · Costa Mesa · Honolulu | teamcatalyst.com MEDIA SERVICES Catalyst offers its clients comprehensive media services, including research, planning, scheduling, monitoring and management. With more than 40 years of media experience in consumer-focused markets, Catalyst designs strategic media campaigns to effectively reach the Arroyo Grande target audience. From pre-campaign planning to post- campaign analysis, Catalyst renders all media services internally. Catalyst’s strategic approach to media will allow customization of any mixed-media campaign. All media placements and recommendations will be based upon a marketing strategy. We work collaboratively with our clients to develop a tailored, effective media plan. In the past year, Catalyst has secured more than $5 million of value-added media on behalf of our clients. CATALYST’S APPROACH TO MEDIA BUYING AND PLANNING Marketing communications just aren’t what they used to be. Media is now in a constant state of evolution – with new technologies influencing how visitors receive and engage with information. Social media has made consumers more skeptical of traditional push messaging – looking for more intimate, personalized interactions with brands. At Catalyst, we no longer think of media in terms of broadcast, print, interactive, social, etc. Any and every touch point between Arroyo Grande and your consumer is an opportunity to begin a dialog that may lead to a booking. So that’s the foundation we will use to develop an effective, long-term media communications strategy. We have the resources, agility and travel industry expertise needed to assess all available communication options and guide Arroyo Grande to the optimum mix of communication vehicles. Our media planners are passionate about staying on top of consumer communication trends – monitoring all to separate the fads from those that can be used effectively to promote our clients’ messages. They are also equipped with state-of-the-art planning and purchasing tools and, while always fair, are known for being some of the toughest negotiators in the state. This combination of media savvy and clout will directly benefit the county in a myriad of ways including: • Increased share of voice • Relevant and effective added value opportunities • Leveraged partnerships and promotions • Unparalleled ROI 16 "Catalyst has secured more than $5 million of value-added media on behalf of our clients" Fresno · Costa Mesa · Honolulu | teamcatalyst.com PLANNING AND BUYING MEDIA THAT DELIVERS REMARKABLE VALUE Catalyst’s media services include planning, negotiating, buying, pre- and post-buy analyses, reports and evaluations of media. The agency’s media staff plan and place local, regional and national media, including television (network, spot and cable), radio, radio traffic sponsorships, outdoor, newspaper, consumer and trade publications, out-of-home and online media. Utilizing a collection of sophisticated media software programs, including StrataView, Strata Buy Management System (SBMS) and Media Professional, Catalyst is able to deliver exceptional and effective media plans. These software programs provide the most current Arbitron, Nielsen and Scarborough ratings, rankings and demographics used for media planning. Today, all digital media is planned and placed directly through DSPs (Demand Side Platforms). Purchasing digital media direct allows Catalyst to eliminate all middle men from the equation which means increased savings for our clients. Commissions taken by middle men ranged anywhere from 20-50%. All search engine marketing and social media is also placed direct with media companies such as Google and Facebook. This again, allows for more client dollars to be placed directly toward digital marketing. Catalyst planners also monitor digital media on a daily basis to ensure campaigns are running efficiently and effectively to achieve maximum ROI. ARROYO GRANDE MEDIA RECOMMENDATIONS MEDIA OBJECTIVES • Increase awareness of Arroyo Grande as a considered destination when visiting the Central Coast. • Increase the number of overnight stays within Arroyo Grande. TARGET AUDIENCE According to the latest San Luis Obispo County Visitor Survey, the target audience of those who have visited San Luis Obispo County is as follows: • Skews slightly male • Higher household income (44% HHI $100k+) • Over 40 years of age (75% 40 and older) • 40% have children at home 17 11 i el se 11 A !~i_~l-~~!~ @Pla n ~ Scarborough. • • • • • • • • • ARBITJtON -cr- r=ATAL,ySr -- doubleclick ti,t .... Fresno · Costa Mesa · Honolulu | teamcatalyst.com Our experience with other travel and tourism targets also agrees with the majority of this research.Household income for San Luis Obispo County is on the higher side as other destinations typically focus on $75k+. Other destination targets also skew slightly male, are an older demographic of 35-54 with some older children still at home and empty nesters. In addition to the information above, Catalyst Media also looked at third-party syndicated research to help us further define and confirm the target audience, as well as discover their media habits. The third-party research used for this discovery was Scarborough. This research allows us to look at local geographic areas and obtain demographic and psychographic information based on their behavior. GEOGRAPHIC TARGETING After reviewing the San Luis Obispo County Visitors Survey, the top three markets for San Luis Obispo County visitors are San Francisco Bay Area, Los Angeles and Central Valley. Each of these markets has similarities and nuances that will be taken into consideration when focusing on the appropriate media to reach overnight travelers. All markets primarily visit the area for pleasure and vacation. Some distinctions per market include: SAN FRANCISCO • More likely to visit San Luis Obispo County than Central Valley and LA • More likely to visit during the fall • More likely to visit a major city, primarily San Luis Obispo • More likely to visit Hearst Castle • Prefers to sightsee and experience fine dining as top two activities • Also enjoys shopping and wine tasting 18 .. ~ C"ATALVST 1 ~ ' I ,_,_ tl§l\ -•~ .. --. ~ ..... __ . __ ' ...... N.111a ........ ..... ., .... ~ Fresno · Costa Mesa · Honolulu | teamcatalyst.com LOS ANGELES • More likely to visit San Luis Obispo for a specific event • More likely to visit during the summer months • Least likely to have visited the San Luis Obispo County area • Lowest awareness of San Luis Obispo • Knows where it is located • Not strong consideration when selecting destination • Prefers to sightsee and shop as top two activities • Also enjoys fine dining and wine tasting CENTRAL VALLEY • More likely to visit beaches, primarily Pismo Beach & Morro Bay • More likely to have already traveled to San Luis Obispo County • Highest awareness of San Luis Obispo County and its offerings • Most likely to make multiple trips to the area • Most likely to visit during the summer months • Prefer sightseeing and shopping as top two activities • Also enjoys fine dining and wine tasting and hiking 19 Fresno · Costa Mesa · Honolulu | teamcatalyst.com When utilizing Scarborough research to determine the highest percentage of travelers in each market that are more prone to visit, Catalyst discovered the following: While Los Angeles has a higher potential audience, both in-market research and Scarborough data support San Francisco and Fresno as the top markets for travelers to San Luis Obispo County. These two markets have the highest percentage of their audience that is already visiting the market are the most prone to visit. The cost of media to reach Los Angeles is also a bit out of reach. As the second largest DMA in the nation, a much stronger budget if required to effectively reach this market. Targeting both San Francisco, which is also a large market and the Central Valley will also be difficult but utilizing digital marketing, a strategic plan can be developed to provide reach to both markets. DEMOGRAPHIC PROFILE Using the latest Scarborough data, we looked specifically at people who have stayed overnight or longer in San Luis Obispo County within the past 12 months. This was done in both San Francisco and Central Valley DMA markets. According to Scarborough, the demographics of the San Luis Obispo overnight visitor are as follows: 20 ~ SAN FRANCISCO LOS AN GELES Percent of audienc e traveling to S an Luis Obispo County Potenti al Target DMASlze 440,000 Dem o 1raphlc1 Scarborou1h Param eten Married College Grad+ Avera e HH I HHI $50k+ HHI $75k+ 4.3% 598,000 2 Traveltr who has stay ed ovtrnl&ht In t he last 1 2 mont h , In S11 n Lu is Obispo County S7.9" 35·64 (110) 54.3" 3S-64 (113) 48.n 49.03 56.6" Male (11S) 53" Male (106) 65.7" (133) 6S.7" (132) 52. 7" (132) 18.2" (128) $132,898 S75,914 82.8" (123) 59.2" (159) 70.6"(134) 38.1" (160) (PartnthHIS lndlcatH lndo:) IMH • &Yffitft • Qua"\lity h~ d'l.an 100 lndl<alif'S the i:,e,unt that audience IS m0<t Hkflv to btha~ In that manntt than tht tar~ a...-d enc~ U6 1nclt:ic 1'1'1-Hns ArtcwoGra.ndt tarl'tt Is 16" more l•ke:ly to perlorm in chit tNIVWf 16.2% 237,000 Fresno · Costa Mesa · Honolulu | teamcatalyst.com For the most part, the demographics fall in line with a traditional travel audience. However, there are a few distinct differences between the two DMAs. Those living within the San Francisco DMA are a bit younger, have a higher household income, and are better educated. This will be taken into consideration as we move forward with a media recommendation. When applying demographic and behavioral targeting to each medium, the DMAs will be treated independently to ensure we leverage these unique differences. TIMING STRATEGY Majority of overnight stays to San Luis Obispo County occur during the spring and summer months. Winter and fall are the slowest in terms of overnight stays. Therefore, other than to support key events, the majority of advertising media will occur during the shoulder months of September through April. Catalyst recommends taking a hiatus in December to avoid the holiday season where the space becomes cluttered with retail advertising. The advertising months will encourage potential visitors to book during the winter and fall time frames, while also serving as an awareness reminder when it comes time to book their spring and summer activities. Leverage the timing of San Francisco and Central Valley stays to focus on each market at a specified time in the campaign. San Francisco media will run August to November and Central Valley media will run January through April. Taking this approach will drive more overnight stays from that market when it is more prone to book. This will also allow us to stretch the budget to be able to afford both markets as the budget is not sufficient enough to run within both markets simultaneously. 21 Jun Ju l Mo st Overni ht Stays Fresno · Costa Mesa · Honolulu | teamcatalyst.com MEDIA HABITS Based on the final target audiences for each DMA, we looked at their specific media habits in order to hone and define our media planning. The media habits of these audiences are as follows: 22 -Television ~adio Search M obi l e • Age3S·64 • HHI $7Sk+ • Stayed overnight in San Luis Obispo in last 12 months San Frandlco • 45% are heavy t elevisi on viewers (112) • Average o f 4 .1 hours spend viewing per day • 6 2% subscribe t o cable (119) • Top Cable networks : ESPN, HGlV, Food NetwC>ft. Discovery, A&E, Cookin& FX, History, CNN, Fox News • Age 35-64 • HHI $:50k+ • Stayed overnight in San Luis Obispo in last 12 months • 33% are heavy television viewers (83) • Average of 4 hours spend viewing p,er day • 27% subscribe to cable (92) • Top c.able networks: HGTV, Discovery, Fox N ews, HaJlmark, A&E, Lifetime, Food Netwc>rk, Nat Geo • 48% are heavy ra dio list eners (121 index) • SS" are heavy radio listeners (137 index) • Average o f 1. 7 hours per day fistening • Average of 2.6 hours per day l istening • PM and A M drive are t op dayparts, week ends as well • PM and AM drive are top dayparts, week ends as well • Adult Contemporary, News/Talk, Hot AC. Oa»ic Roe~ • Country, News/Talk, Rhythmic Contemp., Ho t AC, Pop Sports are the t op formats Contemp. are the top fonnats • 34% an~ heavy newspa~r read~ (86) • 70% read 0 issues per week (106) • 24% read 1 ·2 issues per week{90) • Section most often read: Main News, local News, Entertainment, International, Sports • 47" are heavy newspaper readers (116) • 66" read O issues per week (9S) • 33" read 1 ·2 is.sue-s per week {112) • Section most often read: local news, Main news, Food, Entertai nment, Sports • 65% o f leisure travel ers begin researching onlint-before • 6S" of leisure travelers begin researchin.g online be fo r e thev decide where and how to travel they decide where and how to travel • 47" of all visits t o travel sites are attributed to onliM travel aaendes (Expedia, Travelodtv, HotWire.com, etc) • 51" are heavy users o f the internet {128) • 65" spend 10+ hours per week on internet (138) • 63!1 viewed video clips jYou Tube, e1c.) (123) • 47% of all visits to travel sites are attributed to on l ine travel agendes (Expedia, Travelocity, Mo tWire.com, et c) • 6~are heavy wersof the internet (157) •~spend 10+ hours per week on int erne t (177) • S~ ~ed video clips (You Tube, e1c.) (120) • 75" of travelers u~e search engines to rind hott-1 rooms • 75" of travelers use search engines to rind hotel rooms • 63" consider search as their ""go t o source fo, travel i nformat ion" • 65% o f lei sure t ravel ers begin researching online before thev decide where and how to travel • S5% of travelers are influenced by online searches • 91% have used search in the last 30 days (110) • 96% own a smartphone{l 12) • 99% accessed internet in last 30 days (111) • 77" own a tablet (129) • 6~ consider search as their "go t o source for travel information"' • 65" of leisure travelers begin researchin.g online befor e they decide where and how to t rave l • SS" of travelers are influenced by on line searches • 9~ hove used search in !he last 30 days (123) • 82% own a smartphone {100) • 99% accessed internet in last 30 d ays (117) • 63% own a t-ablet {109) • 66% use a pp/i nterne t to make travel reservations (164) • 63% use &pp/internet to make travel reserva tions {236) • 52% use mobile device to read l\e'WSpaper {147) • 33" use mobile device to read newspaper {123) Fresno · Costa Mesa · Honolulu | teamcatalyst.com MEDIA STRATEGY Based on the DMAs and target audiences, Catalyst Media recommends the following media vehicles to drive visitation to Arroyo Grande. SEARCH As travelers begin their hotel and get-away plans by turning to the internet to search for potential destinations, this should represent a strong component of the overall media plan. Catalyst will work directly with Google to ensure the campaign runs smoothly and efficiently, leveraging all elements and extensions possible to make the campaign a success. • Target San Francisco region by county to maximize reach to the core San Luis Obispo County travel target. o Catalyst has identified through Scarborough research which counties within San Francisco region that have a higher propensity for San Luis Obispo County travel: • Santa Clara – 31% traveled to San Luis Obispo County (128 index) • Alameda – 29% traveled to San Luis Obispo County (139) • Contra Costa – 17% traveled to San Luis Obispo County (118) • Marin – 4.3% traveled to San Luis Obispo County (128) o Narrowing the target in such a large DMA will ensure a stronger share of voice by removing audiences that don’t travel as frequently. • Include full DMA coverage for both Fresno and Bakersfield markets. o As these markets require a lower out of pocket cost, search and digital outreach can focus on the entire DMAs to ensure a higher potential reach. • As search engine marketing is the main source travelers turn to for where to stay and what to do in a market, this will be the only digital element that will run for both DMA markets simultaneously. o When the primary market is in play, a smaller portion of the budget will be given to the secondary markets to maintain a presence for the full advertising time frame. o As the new Yellow Pages, it will be important to be found as often as possible to stay top of mind. o Reaches an increasing audience that books last minute travel or who is easily influenced by a good deal. 23 -.... -- + More than 60i of U.S. travelers would consider an impulse t.np based on a good hotel or or n,ght deal. ---- Travef•related searches for ·ton ight" and 'today" have grown ove< 150\ on mobile, over the past two years. Fresno · Costa Mesa · Honolulu | teamcatalyst.com • Establish two sets of keywords based on DMA distinctions. o San Francisco region to focus on hotels, budget hotels, overnight stays, sightseeing, fine dining and wine tasting. o Central Valley DMA to focus on beaches, shopping, overnight stays, hotels, budget hotels, sightseeing, and fine dining. o Conquest other market keywords to encourage Arroyo Grande as a potential destination: San Luis Obispo, Pismo Beach, Morro Bay, Paso Robles, Atascadero, Grover Beach, Avila Beach, etc. o Include Arroyo Grande specific keywords to highlight events occurring in the area and build awareness: Harvest Festival, Car Show, Village Summer Concert, Strawberry Festival, Strawberry Stampede, Lopez Lake, Swinging Bridget, Clark Center, pet friendly destination, microbreweries, wineries antique shops, spas, golf, etc. • Buy will ensure Arroyo Grande media buy is optimized to send the maximum amount of traffic to the website for each keyword. • Measure click-through rates and optimize frequency to ensure maximum traffic sent to the website. ONLINE Utilize an 8 month online campaign to drive traffic to Visit Arroyo Grande website and push visitors to book a hotel stay. Reach travelers while they are online investigating travel options and encourage them to consider Arroyo Grande as a destination. • San Francisco region impressions to run in the fall, Central Valley to run in the spring. • Utilize search retargeting to reach individuals who are looking to visit markets within San Luis Obispo County. After they search for Central Coast travel or San Luis Obispo County keywords, an Arroyo Grande banner ad will appear on the next site they visit. • Geo-target programmatic ad impressions based on San Francisco area counties and Central Valley DMAs to build focused reach and stronger frequency. o Leverage behavioral and third-party targeting to reach leisure traveler. o Banners to run on desktop and mobile, skewed toward mobile as this is the device they use most often to book travel. • Leverage native ads that are ideal for reaching travel audience. In fact, eMarketer estimates that in 2018, native ads will make up 60% of all display spending. o Native ads appear directly next to website content and articles which gives the impressions that the ad is actual content. o Click-rates are very strong and allow for a strong visual image as well which is ideal for travel. o Clever verbiage and copy can draw travelers to the Arroyo Grande and to the website for more information. 24 ~--~ CATALV.sr Fresno · Costa Mesa · Honolulu | teamcatalyst.com • Include pre-roll video impressions where possible. Marry the visual beauty of Arroyo Grande along with the target’s propensity to book travel online. o Leverage an ad network’s ability to bring a large amount of reach at a lower overall cost. o Consider YouTube as an alternative to an ad network. • Leverage placement within relevant travel content and geographic destinations. o Ensure a more efficient CPM through a network buy and establishing more impression frequency than buying pre-roll directly from each site. o Video often produces 2-3x higher click-through rate than standard banners. • Establish a strong presence in mobile as click-through rates for mobile banners are very high and deliver a large amount of traffic. o Utilize an exclusive online network to drive a large amount of traffic to the site. Buy based on clicks only, not impressions, to ensure traffic is captured. o Radius target as users are found within a 50 or 100 mile radius of San Luis Obispo to encourage immediate action. o Place a geo-fence around major thoroughfares travelers take when driving through or near Arroyo Grande and San Luis Obispo County. Within a 5 mile radius of major highways and freeways, any mobile user will receive an Arroyo Grande banner which will encourage them to stop and book a hotel room or visit the beauty of the area. • Include retargeting to build frequency with a target audience that has already visited the visitarroyogrande.org website. o Once visitors leave the website, they will continue to see Arroyo Grande banners on the subsequent sites they visit. o Only 2% of first time visitors continue through to conversion. Retargeting ensures that the audience who was willing to visit your site is further nurtured along the buying cycle. SOCIAL MEDIA • Include a social media push via Facebook to highlight activities and events that bring the largest draw to the area and increase traffic to the site. o Develop a campaign to focus on each DMA (San Francisco counties), that is interested in coastal travel, fine dining and wine tasting. o Encourage them to click through to the website for more information. o Leverage the word of mouth ability of Facebook to build reach and provide a solid endorsement of the property. o Facebook has proven highly successful for other travel focused clients. • Investigate highly targeted, double opt-in email lists to deliver exclusive message to potential visitors. o Opt-in lists based on combination of demographic, geographic, and behavioral targeting to narrow potential list and eliminate waste. 25 ~--~ CATALV.sr Fresno · Costa Mesa · Honolulu | teamcatalyst.com OTHER MEDIA While media habit research showed strong numbers for utilizing television and radio, Catalyst has held off recommending broadcast at this time. The current budget cannot warrant the cost of broadcast at this time despite its ability to reach a large audience in a very efficient manner. Should budget increase in the future, these media could become a stronger consideration. Print media was also eliminated due to the current budget. Print media garners a much higher cost per thousand and despite its ability to narrowly target a leisure traveler, incorporating print would drain the current budget making digital ineffective as well. CO-OP OPPORTUNITIES In order to bring in some print to the campaign, some co-op opportunities through San Luis Obispo County will be considered. This would allow a presence in print at a much lower cost, efficiently reaching the desired target audience. Consideration would be given to any print reaching in to either the San Francisco or Central Valley markets. MEDIA BUDGET (2-YEAR) Based on the preceding media strategy combined with the overall market strategy, Catalyst recommends the following budget over two years. Increase budget to expand coverage in year two is anticipated due to growth. Budget dollars are likely to go even farther in year two, owing to some non-recurring setup expenses in year one. 26 l?__.,-- CATALV.sr Market Coverage Searc h San Francisco Central Val ley Online Display Banners Native Banners San Francisco Pre-Roll/You Tube Region in fa ll; Retargeting Central Val ley in Social Media/Facebook spring Email Marketing TOTAL *Ita licized dollars are subset of on line to show breakdown FISCAL YEAR 2018-2019 2019-2020 $12,000 $18,4 00 $12,000 $18,000 $55,600 $63,400 $12,000 $16,200 $9,600 $11,200 $14,400 $14,400 $4,000 $4,000 $9,600 $9,600 $6,000 $8,000 $79,600 $99,800 Fresno · Costa Mesa · Honolulu | teamcatalyst.com METRICS AND MONITORING: ARROYO GRANDE DESTINATION METRICS DASHBOARD Our Cloud-based monitoring dashboard tracks in real-time, providing Arroyo Grande with all the key metrics for evaluating progress and growth in both digital and traditional media. Latest “at a glance” stats available securely 24/7 to specific Arroyo Grande leadership and (if desired) stakeholders via managed administrative access. The Dashboard is enabled for tracking the following specific marketing elements: Website stats, Direct Marketing, Social Media channels, TOT, Events Calendar, Weather, Visitor Counts, Occupancy %, ADR, Ad Campaigns and Visitor Guide requests. The screenshot shown here is representative of the home page for the dashboard, with the full menu open on the left hand side. All user access is stored in activity logs available only to super-admin. Catalyst will provide and maintain this proprietary state-of-the-art monitoring tool at no additional cost to Arroyo Grande, and will roll out additional modules as the team deems it valuable. The Dashboard will provide a new level of measurement and reporting that will keep all the appropriate stakeholders completely informed and engaged while provide a comprehensive tool to effectively monitor and evaluate the marketing and sales efforts. 27 " VI SIT ARROYO GRANDE --· ~A((i!IOOIC- 293,668 G 1,471 .. ,...._ .. _ VTD S6Q7045371 ~, .. u ,,i,,11 VisitArroyoCrande.org • Website Statistics At -1 •1 Fresno · Costa Mesa · Honolulu | teamcatalyst.com BUDGET RECOMMENDATION & PRICING OVERVIEW 28 Fresno · Costa Mesa · Honolulu | teamcatalyst.com BUDGET RECOMMENDATION & PRICING OVERVIEW MODIFIED NET RETAINER The agency’s income from all sources including fees, earned media commissions and markups on approved buyouts on all work covered under a defined scope and for a defined term (example: 1 year) is calculated. That fee is then divided by the months in the term, and billed as an equal monthly fee, regardless of in-scope work required during that specific month. All client-approved buyouts, including media, are then billed to the client at the lowest net price (exclusive of markups or commissions) available to the agency. DIGITAL, SOCIAL, WEBSITE & AGENCY FEES TOTAL BUDGET YEARS 1 & 2 * RETAIL, RESTAURANT, ATTRACTION CONTRIBUTIONS TO PARTICIPATE ** INCREMENTAL VALUE OF LODGING (38) ESTABLISHMENTS’ PACKAGE SHOWCASE ON EXPANDED WEB PAGES SECTION † CATALYST-NEGOTIATED EXTRA MEDIA PLACED AT NO COST TO ARROYO GRANDE (est. @ +20%) ITEM DESCRIPTION BUDGET ADDED VALUE DELIVERY Agency fee Monthly retainer account service/planning $36,000 $36,000 Production A Digital ads, FB ads, SEM, YouTube videos, eblasts $15,000 $15,000 Production B “Passport to Grande Adventures” underwriting $2,500 $3,500* $6,000 Website A Enhancements, CMS, hosting $10,000 $10,000 Website B Ongoing maint., SEO & support page development $16,250 $13,300** $29,550 Media Digital – Search, Display, Native, Retarget, Pre-Roll, YouTube $70,000 $14,000† $84,000 Media/Social Facebook advertising ($800/month) $9,600 $1,920† $11,520 Media/Coop Participation in selected VSLOC opportunities $2,100 $2,100 Photography Professional photos/videos to enhance image library $3,550 $3,550 Promotions Negotiated media partner promotions - media value 0.00 $20,000 $20,000 TOTALS $165,000 +$52,720 $217,720 MARKETING BUDGET OVERVIEW & DETAIL • YEAR 1 Year 2 on following page... 29 ~-- CATALYST Fresno · Costa Mesa · Honolulu | teamcatalyst.com ITEM DESCRIPTION BUDGET ADDED VALUE DELIVERY Agency fee Monthly retainer account service/planning $36,000 $36,000 Production A Digital ads, FB ads, SEM, YouTube videos, eblasts (new evolution) $15,000 $15,000 Production B “Passport to Grande Adventures” underwriting (new edition) $2,500 $3,500* $6,000 Website A Enhancements, CMS, hosting $3,000 $10,000 Website B Ongoing maint., SEO & support page development $16,250 $13,300** $29,550 Media Digital – Search, Display, Native, Retarget, Pre-Roll, YouTube $90,200 $16,640† $99,840 Media/Social Facebook advertising ($800/month) $9,600 $1,920† $11,520 Media/Coop Participation in selected VSLOC opportunities $2,100 $2,100 Photography Professional photos/videos (updates to image library) $2,000 $2,000 Promotions Negotiated media partner promotions - media value 0.00 $20,000 $20,000 TOTALS $176,650 +$55,360 $232,010 * RETAIL, RESTAURANT, ATTRACTION CONTRIBUTIONS TO PARTICIPATE ** INCREMENTAL VALUE OF LODGING (38) ESTABLISHMENTS’ PACKAGE SHOWCASE ON EXPANDED WEB PAGES SECTION † CATALYST-NEGOTIATED EXTRA MEDIA PLACED AT NO COST TO ARROYO GRANDE (est. @ +20%) MARKETING BUDGET OVERVIEW & DETAIL • YEAR 2 30 ~-- CATALYST Fresno · Costa Mesa · Honolulu | teamcatalyst.com AGENCY OVERVIEW 31 Fresno · Costa Mesa · Honolulu | teamcatalyst.com With offices located in Fresno, CA, Orange County, CA, and Honolulu, HI, Catalyst is a full-service, results-oriented agency, providing an unconventional approach to branding, advertising and marketing for clients throughout the U.S. and beyond. We specialize in the luxury hospitality, destination and gaming industries, with decades of experience across all travel channels. With proven expertise as one of the most innovative, advanced and streamlined marketing communications firms in the U.S., clients get to enjoy dazzling service and Madison Avenue brainpower at a down to earth value. The agency has been in business for over 40 years. UNCONVENTIONAL WISDOM One of the first things both clients and new employees comment on is that the Team Catalyst culture is unlike that of any other agency. As soon as you step into Catalyst, you can feel it. A culture that truly values its people – their ideas, their happiness and their growth. It’s this positive and enabling culture that effectively combines diverse perspectives, experiences and skill sets, and fuels innovative ideas and effective creative. It’s also why we’ve been able to maintain such long-term relationships with our clients. UNCOMMON RESULTS Everyone in the agency is dedicated to advertising with accountability. And, we apply that commitment to everything we do – driving our clients to greater and greater successes. When you have the depth of experience, expertise and believe in achieving tangible results as passionately as we do, it’s amazing what can be accomplished. THE DESTINATION & HOSPITALITY EXPERTS 32 Fresno · Costa Mesa · Honolulu | teamcatalyst.com Catalyst employs a team of nearly 40 responsive, talented professionals who are dedicated to the fields in which they serve. In concert with our web development partner, Digital Hospitality, we have over 300 websites under our belt. This unique mix of experience and marketing savvy combined with expert production/programming depth ensures full control over the successful and timely completion of every project. • Market Research • Brand Development • Strategic Planning • Partnership Development • Media Planning and Placement • TV, Radio and Video Production • Interactive and Digital Media • Social Media WHY CATALYST We’re experts at using technology to gain critical insights into what motivates consumers, and we have a proven track record of using those insights to develop web and communication initiatives that increase visitor awareness, preference and loyalty. As a unique and authentic destination, Arroyo Grande needs a dedicated tourism marketing partner who is able to keep pace with the ever-changing traveler; a marketing partner who has a deep and intimate understanding of your audiences’ needs and desires; a partner who can manage a website and integrated marketing initiatives to entice new guests to visit and encourage past guests to return again and again. The team we’ve assembled to work on the Arroyo Grande account has an unrivaled depth of tourism and marketing experience. This includes handling marketing for clients that include American Express, Hilton Resorts Hawaii, Trump International Waikiki, the Wigwam Golf Resort & Spa, Westin Grand Cayman, Waterfront Beach Resort Huntington Beach, the Yosemite Mariposa County Tourism Bureau, Hawaii’s Big Island Visitors Bureau and Visit San Luis Obispo County, to name just a few. • Web Design • SEO & SEM • Graphic Design • Creative Writing & Content Development • Community Relations • Direct Marketing • Event Planning • Crisis Planning & Communication 33 ~--~ CATALV.sr Fresno · Costa Mesa · Honolulu | teamcatalyst.com Mark Astone CEO Vern Crow Sr. Account Leader Shane McKeighan Account Executive Account Coordinators Brian Nash Executive Creative Director Larry Baugh Associate Creative Director Yolanda Chavez Graphic Designer Mark Lawrence Production Director Rachel Ward Traffic Coordinator Studio Artists Vikki Pass Senior Media Director Stephanie Stoven Senior Media Buyer Andrea Salvio Media Planner/Buyer M. Raffenello Media Buyer Costa Mesa Krit Dolphson Senior Web Developer Costa Mesa Josh Williams Social Media Director Tania Kasparian Social Media Coordinator YOUR CATALYST TEAM 34 Fresno · Costa Mesa · Honolulu | teamcatalyst.com MEET YOUR ACCOUNT TEAM MARK ASTONE Chief Executive Officer With Mark’s decades of marketing experience, he takes an active role as the senior consultant to many Catalyst clients. Mark’s role on the Arroyo Grande account will be simple – do whatever it takes to ensure the success and overall satisfaction with our team’s strategic, planning and consulting efforts. As a collaborative partner, Mark is always available to meet with clients, regardless of the issue at hand. He also takes a very personal interest in the well being of his clientele because he understands that our ultimate success is based entirely on that of the organizations we work for. Mark received his B.S. degree from California State University, Fresno, and an M.B.A. degree from Harvard University. VIKKI PASS Media Director Prior to joining Catalyst, Vikki was a Vice President Media Director at McCann-Erickson Salt Lake City. She has more than 20 years of experience in media, targeting both consumer and business-to-business audiences. Past clients include Intel, Microsoft, VeriSign, Nokia and Unisys. In addition to specializing in high-tech media, her past experience also includes an emphasis in local broadcast and digital media. She served as a media counsel to both MSN and Ziff Davis, sharing industry insights and shaping the direction of their future offerings. She and her team of media professionals support our broad base of travel, gaming, banking and other clients with true international reach. VERN CROW Senior Account Leader Vern Crow will service as the day-to-day lead contact for Arroyo Grande. He has more than 45 years of professional marketing, advertising, public relations and outreach experience. For the past 25 years he has been a principal and senior account leader with Catalyst. After receiving his B.S. degree in Marketing and Advertising from California State University, Fresno, Mr. Crow conducted graduate studies in Marketing at the University of Washington and the University of Virginia. Mr. Crow specializes in strategic planning, advertising, and outreach for key destination & hospitality clients. 35 Fresno · Costa Mesa · Honolulu | teamcatalyst.com LARRY BAUGH Associate Creative Director Larry is an award-winning creative with over 30 years of experience in the graphic communications and advertising industry, bringing to Catalyst a variety of capabilities: corporate communications design, product packaging, advertising concepts and design, and original illustration. Before moving to the Fresno area, Larry successfully operated his own design studio in the San Luis Obispo area. Prior to living and working in San Luis Obispo, Larry worked for several successful design studios and large corporations in the San Francisco Bay Area. KATHY EIDE Public Relations Director Kathy is a public relations and public affairs specialist with nearly 25 years of experience. Bringing a nearly perfect blend of public policy, grass roots campaigning and public relations, Kathy has worked closely with elected officials on every level of government. Her background includes building solid relationships with clients and members of the media, earning her the distinction as a behind-the-scenes campaign and policy strategist. Most recently Kathy served as District Director for a valley congressman. Her extensive background in the world of politics, policy and public relations will allow her to seamlessly design and implement strategic messaging and outreach campaigns. SHANE McKEIGHAN Account Executive Shane graduated from the University of San Diego with a Bachelor’s Degree in International Business with a concentration in Global Marketing. After a brief career working as an Insurance Underwriter for a syndicate of Lloyd’s of London, he joined the Catalyst Marketing Company team where he rose quickly to Account Executive. Shane is a tireless pro who brings creative energies and gregarious tendencies to his work. When Shane is not diligently working on his accounts, he enjoys playing live music in a few successful local bands. 36 --•---~-CATALYST Fresno · Costa Mesa · Honolulu | teamcatalyst.com AGENCY CREATIVE EXAMPLES 37 Fresno · Costa Mesa · Honolulu | teamcatalyst.com OUR NEW WEB DESIGN FOR THE WATERFRONT BEACH RESORT – A HILTON 38 Fresno · Costa Mesa · Honolulu | teamcatalyst.com HAWAII’S BIG ISLAND VISITORS BUREAU AD SERIES 39 ~---.... -~•-•-i . ;,,~~~ _.,. .......... ___ .,,._,, .. _.,,,..,... __ , ... ..,,.,..,...,._..,,_,,,,_ ...... _.., ___ .. ,_j_ ·-··-·--~·-· .. ·--··•-"•-~---... , ..... ... __ ,, ____ .,, _____ ., ____ .., __ ·-----~·--· ............... _..,.,, ..... _, .. , ...... _ .. ,,..,....._ .. ..,_ .......... ~--,,...., ... ,_7-., .•• ,;1;h~. :.!!.,,.; •~•-'•·""' ;,.~, ..;.., 8i!U,11t,11 /ttJrn•:·;;, '/)il)/J/;.~ I ii ,, " ,, i; Fresno · Costa Mesa · Honolulu | teamcatalyst.com HILTON GRAND VACATIONS CLUB WAIKIKI VACATION OWNERSHIP RESORT 40 Cool. Hip. Urban Chic. Just like a rooftop martini. . ' ,.,, HOKU LA NI WAIKIKI ® Hilton Grand ¼c.1t io1u Cl ub r ONOU.UJ An intc:ci.:::;,.tin~ ~oppor1Llnity in ~he¥toS thc newWm1:iki Ju.rt str:ps frt>m tr,., bt,d,_ Occ:d.:d in~ =: limited. CAll TODAY FORA PERSO NAL PRfVJEW Qr HO KUlANI WAIKJKI 1-8 0 0 -420-67 69 HOK U LAN I WAI K I K L COM TH IS IS A TIMESHAR ING SALES PRESENTATION Cliridoel~,,.. cmn:1 ~~rrcm r.u;ir;: 1',!J4,m, •..i:,r:"' t:"::.,;s; -Q:ri3'nl •cc.;sc,.•;a, •~a,iClL.t,ll~=,;ia ~ ~li;.ftl, fa:D"::: ~bz!X al i.lf,S - er: ,a.11;; 1EI: J1:!.ia:. Ft =.Al~~-1aisz,m 3Tlll"f.m ~1' ~ !ht I< -.:I ,_. ct'R er mk1l:lO" ~""J' = ~ h : st:aa llfv. th>~• rdp ~ ~-1<~1l~~><:bj•13a]!)'C c.'C1 0.-U,'ll:rl:1A~ I" "'. ' I ...... ,.---1, • '---~--,, Fresno · Costa Mesa · Honolulu | teamcatalyst.com YMCTB CO-OP AD SERIES 41 Yes Yosemite Valley ls a wonder With more wooden nearby G1.o,nl t(tdwoods. Mounl•in ,pu Gokf Rush lovr1nt. Come on. ~.u6onOf\1gr1ndSQi.. ..,.... .......... to-V......thanV........ YoMMlt.ixperMnce.cOM Fresno · Costa Mesa · Honolulu | teamcatalyst.com THE YMCTB DESTINATION PLANNER Catalyst re-designed Yosemite Mariposa Visitor’s Guide in 2010 and turned it into a destination planner that has won numerous awards including the California Travel and Tourism Commission’s Best Visitor’s Guide. The planner has been called a “game changer” and helped establish Mariposa County as a leading destination. YMCTB LOGO DESIGN 42 YQSEMITE MARIPQSA VAC/,T!ON PLt,NNER COUNTY TOURISM BUREAU ' VACATION PL.&HHE:A Yu•-,•~. W••••••• '"""'• Fresno · Costa Mesa · Honolulu | teamcatalyst.com SAN BERNARDINO COUNTY MOUNTAIN & DESERT PLAYGROUND 2015 Poppy Award finalist for best online campaign 43 ·-· ·-· ·-· SAN BERNARDINO SAN BERNARDINO SAN BERNARDINO COUNTY COUNTY COUNTY MOUl<l,1.I N & OIIIU ,uYG~OIINO MOUl<l,1.I N & OIIIU ,uYG~OIINO MOUl<l,1.I N & OIIIU ,uYG~OIINO Fresno · Costa Mesa · Honolulu | teamcatalyst.com VISIT SAN LUIS OBISPO COUNTY The Catalyst-designed destination micro site used a vanity URL to step in front of the destination’s existing site, providing a dynamic, yet affordable upgrade. 44 Fresno · Costa Mesa · Honolulu | teamcatalyst.com WESTIN GRAND CAYMAN ADS 45 The Best Of Grand Cayman Happens At The Westin. THE WESTIN GRAND CAYMAN SEVEN MI LE B EACH RESORT & SPA . . . : . . : : .. Enjoy casual dining and cocktails poolside Of steps ilWWf on the s.,nd of Seven Mite Beach. Serving lunch. dinner and evening oocktalts d31ry from 11:00 am -9:00 pm. Tortuga's Friday Night BBOs on the beach are unforgettable! Uva entertafrvnont Monday -Saturday 8Y811ings, CAYMAN COFFEE EXCHANGE c¥c Cayman Coffee Exchange offets gout met coffee creations, fresh pMtrKtS, smoothles, Ice cream and an energillng "'grab aM go" moou for bre~ast, lunch or aftornoon snacks on th8 go. Outdoor ocean view patio too! CAYMAN COFFEE EXCHANGE Daily 6,00am -9,00pm CAYMAN'S BEST SUNDAY BRUNCH & MORE Eflioy a casual is.land atmosphefe dally. and Grand Cayman's most celebrated Sunday Brunch. Ferdlnands ls open for breakfast Wilh all day dining starting at 11:00am. F£.R.D~'S CATBOAT BAR The stylish catboat Bar spllls lnto the ocean view main lobby and is one of Gland cayman's favorite spots to galhec t01 m ixologist--crafted cockt3ils, delteious small plates trom our award~winning Beach House restaurant and b . . 0 a se!eclton of specialty martinis. BEACH HOUSE RESTAURANT The Be-lC:h Hous.e 1s The W8$M"$ ~191\at\..lre restaurant, featuring mode,n AmMican cufslno with Carlbbe.ln. Meditorrariean and Asian lnHuences. brought together ln a celebration of ftoVOB. [nfoy one of Grand Csyman's most Inspired bo.ach front sottlngs. or r0SMVO rT: aromantlcloeslnlheSondexpe<lenca BEACH ~HOUSE For beach front activ ities. dinmg, cocktails ,md stunniny sunsets over 1fw Caribb(!an, t here is no better p lace than the newly-t,ansfOfmed Westin Grand Cayrnan on the widest stretch of Seven Mile Beach . Join us tor breakfast. lunch, dinne-1 and Sunday Br unch. or ---relax Cayma,i-style for a romantic dinner by the Beach House. It's a beauttfu l thmg. SE.Vl:.N M i l t 8 1:.AC H , GRANLJ CAY M AN, Natural . Sophistica1ed Serene FEATURED THIS MONTH Holiday Gift Certificates! A gift certifie<1te from Hibiscus Spa at The Westin Grand Cayman is the perfect gift to give for the holidays. Experience this realm of tranquility and wellness and share it with those you care about this holiday season. Call today for more information. Fmd heaven on Seven Mile Beach at the Westin Grand Cayman's Hibiscus Spa. Receive 10% aaving.s off Holiday Grit Certificate purchases and popula, spa and salon serv,ces during December when you pres.ent this ad. Based on availabilily, OPEN DAILY Sunday -Thursday 9,00.m -IOOpm Friday & Saturday 9:00am -8:00pm >45.9142009 or 345.914.2010 we$\ingrandcayman.com/spa THEWESTIN t;AANO (AYMAN St'l'tN 1'111..t SU.CH RtSORf' Sfl" Fresno · Costa Mesa · Honolulu | teamcatalyst.com 46 A TRANSFORMATION WORTHY OF THE WORLD'S BEST BEACH. The Westin Grand Cayman Seven Mile Beach Resort & Spa is ideally situated on the widest stretch of Seven Mile Beach, w idely acclaimed as the world's best beach. Already one of the most sought-after destinations for meetings and events in the Caribbean, the resort's just-completed floor-to ceiling transformation also makes it the newest and most unforgettable. The Westin Grand Cayman's $50 m illion enhancement features completely redesigned, open and inviting common areas, beautifully remodeled guest rooms and su ites, a soaring new lobby that offer s spectacular views of the Caribbean, exciting new outlets including the captivating Catboat Bar, and a completely reimagined beachfront pool deck boasting the island's largest freshwater pool. Event space tota ls nearly 9,000 square feet indoors, complemented by outdoor venues totaling 73,000 squa re feet a long an idyllic expanse of pristine beach. Modem design meets authentic island flair at the extraordinary Westin Grand Cayman. Come d iscover memorable meetings in the Caribbean . Caribbean views from new lobby, mcctingsp.aa-s & guest rooms . Learn more about meetings in paradise at: Sales@Westin-Cayman.com or call 345.945.3800. £MEIUOIEN 111,ofi fOU.,, POlNB W£STIN Tiil llJXI ll' COLU'CTJ.O~ (I w ® I~ ~ -STH•.Ola The Westin Grand Cayman • Seven Mile Beach • Grand Cayman Island. BWI • WestinGrandCayman.com spg pro Fresno · Costa Mesa · Honolulu | teamcatalyst.com REFERENCES Visit San Luis Obispo County Chuck Davison President & CEO Chuck@SLOCAL.com California Travel Association Barbara Newton President and CEO bnewton@caltravel.org Trump International Hotel Waikiki Marcus Ito Director of Sales and Marketing mito@trumphotels.com San Bernardino County Tourism Tourism division of the EDC Monique Carter Travel and Tourism Associate monique.Carter@edu.sbcounty.gov Table Mountain Casino Rob Goslin President rgoslin@tmcasino.com 47 ~--~ CATALV.sr Thank you very much for your consideration. We want to be part of the Grande plan! ©2018 by Catalyst Marketing Company, All Rights Reserved. This work is the property of Catalyst Marketing Company and no part of it can be reproduced or transmitted in any form or by any information storage or retrieval system, without the written permission of Catalyst Marketing Company, except where permitted by law. PRESENTED BY ~ £ST. 1911 ARROYO GRANDE' VINTAGE CALI FORN IA ~ PROPOSAL FOR MARKETING, COMMUNICATIONS, WEBSITE MANAGEMENT AND SOCIAL MEDIA PRESENTED TO THE CITY OF ARROYO GRANDE, CA April 30, 2018 THE CITY OF ARROYO GRANDE, CA2 TABLE OF CONTENTS Intro Letter 3 Let’s Talk About You 4 Proposed Budget 13 What We Do 15 Our Process 19 Case Studies 23 Work Samples 28 Who We Are 38 HELLO WE ARE A BAND OF SPIRITED STORYTELLERS IN SEARCH OF BRANDS WITH PERSONALITY AND POTENTIAL. We’d love to work with you. 3© 2018 by Verdin COOKIE CUTTER STRATEGIES DON’T DIFFERENTIATE DESTINATIONS. Destination marketing is all about the right message to the right person at the right time. And that happens through customized strategy and dedicated effort. At Verdin, we thrive on the challenge of identifying the unique and essential elements of a destination, and sharing them in a way that meets the desires of its target audiences. Based on the Central Coast of California, Verdin is a full-service marketing agency established in 2003 that has grown to a national-award winning firm of 14 employees with clients throughout the state of California. As founder and president of the firm, I personally have more than 27 years’ experience in marketing and communications. We’re a crackerjack team that’s dedicated to elevating clients to the next level. Verdin is active with Visit California, Central Coast Tourism Council, Visit San Luis Obispo County, the Public Relations Society of America and the American Institute of Graphic Arts. We value the process of learning and exploring new ideas, and of giving back however we can. We’re also DBE (Disadvantaged Business Enterprise) certified through the Department of Transportation. Tourism is one of our two key industries, and we love tracking the twists, turns and trends of destination marketing. On page 22, you’ll find the proprietary approach that helps us develop tailored strategies for our destination clients. We would love to be your branding partner, working with you to tell the unique story of Arroyo Grande. Thank you for this opportunity. Sincerely, Mary Verdin President & Chief Strategy Officer mary@verdinmarketing.com Verdin Marketing Ink Co. DBE Firm No. 42625 3580 Sacramento Dr. #110 San Luis Obispo, CA 93401 (805) 541-9005 + VERD i ~-....J LET’S TALK ABOUT YOU 5© 2018 by Verdin YOUR STORY IS WAITING TO BE TOLD YOUR STORY IS WAITING TO BE TOLD Arroyo Grande is a special place, with a story and a vibe all its own. YOUR STORY IS WAITING TO BE TOLD 6 THE CITY OF ARROYO GRANDE, CA Visiting Arroyo Grande doesn’t feel like being in a stock photo. That’s why you seek creative updates that better tell your story. You need a marketing partner who thoroughly understands your destination and what you offer – so that your website, advertising and outreach strategies are striking, memorable and authentic. That’s how you’ll increase tourism, lodging occupancy and average daily room rates. Verdin is a marketing partner that combines global travel trends with firsthand local knowledge. Two of our three partners live in Arroyo Grande, and all of us on the Verdin team have experienced the magic of strolling through the Arroyo Grande Village on a brisk evening, visiting history through museums and antique shops, and driving through agriculture and vineyards that feel like a storybook. Ready to increase tourism to Arroyo Grande? Read on to learn how we can develop a comprehensive marketing program that will communicate your points of differentiation in real and innovative ways. 7© 2018 by Verdin Effective public relations is an integral part of any successful marketing mission. However, as news and information consumption shifts from the page to the pocket, the power of influence has shifted from large, established media organizations to savvy individuals and micro-media outlets. While traditional media outlets maintain their sway over segments within the key 35- to 54-year-old demographic, younger and more urban audiences of all ages now cite social media and digital tastemakers as strongly impacting decisions on what to buy, wear, say and do. Using an integrative approach to public relations, we can maximize client visibility by creating a cohesive brand messaging across its traditional media relations efforts and its ever-evolving digital strategies. PUBLIC RELATIONS OPPORTUNITIES INITIAL OPPORTUNITIES FOR ARROYO GRANDE • Identify traditional media and digital influencers from both local, drive markets and regional target markets covering topics that align with your personas’ interests and behaviors. • Look for opportunities with Visit California, CCTC and Visit SLO CAL for opportunities to collaborate on pitches to national travel outlets. • Engage in proactive media relations by distributing press releases and pitches with creative and strategic story angles that differentiate the Arroyo Grande experience. • Coordinate both individual media visits and group familiarization tours (FAMs) to introduce travel writers to the unique offerings of Arroyo Grande through personalized itineraries. • Invite target bloggers and local media to attend and experience events for live coverage. Provide Facebook Live feeds and video footage for those unable to attend to expand coverage. • Be prepared with a strong reactive media relations plan so that you can evaluate incoming media requests and respond to partner opportunities. 8 THE CITY OF ARROYO GRANDE, CA SOCIAL MEDIA OPPORTUNITIES INITIAL OPPORTUNITIES FOR ARROYO GRANDE • Tell stories with testimonials from the perspective of the locals and visitors who have to tell the unique story and clearly state the vision of Arroyo Grande. • Use video to tell the stories. Because video shared emotion so well, use it frequently. Film in locations in Arroyo Grande that are lesser known to show the unique personality that separates it from neighboring communities as well as the better known spots like the downtown shops and the Strawberry Festival to keep things familiar. • Share local stories on the blog that relate to the welcoming and historical side of Arroyo Grande. • Share local news coverage when media covers Arroyo Grande, its residents and locally owned businesses. • Create custom memes with quotes and surprising historical facts. • Expand on tagline with hashtags on Instagram. • Use contests and giveaways to promote events, grow the brand and gather photos assets. • Select two social media platforms and execute them well. • Shows faces of a diverse group of people who are represent the target audience you want to reach. AND WHILE WE’RE AT IT – HERE ARE OUR RECOMMENDATIONS FOR ENHANCING YOUR EMAIL MARKETING. • Integrate e-blasts and e-newsletters with your website and blog. • Send triggered emails, which are sent out based on audience behaviors. • Separate and manage lists for targeting so that you can hand-pick which audiences receive which information from you. • Provide special access to deals and offers via email. Make people glad they signed up! • Enable registration for events and tours, so that people can easily navigate to sign up straight from the email they receive. • Promote activities based on interests. A robust social media strategy adds a dimension of authenticity to your marketing campaigns. Our social media strategy will complement and support the overall marketing strategy and will be built upon a thorough understanding of your brand and its strengths, weaknesses, pain points, audiences and goals. This strategy will help you connect and engage with your audience on each platform to build valuable relationships, create brand ambassadors and tell the story of your unique destination. 9© 2018 by Verdin ADVERTISING & MEDIA BUYING OPPORTUNITIES DIGITAL RESEARCH & CAPABILITIES Verdin meets with the media on a regular basis, and our clients reap the benefits of this relationship and knowledge. We evaluate media options based on objective data and research, and can assess reach, frequency and gross rating points to determine the best value for our clients’ budgets. As the digital advertising world expands, Verdin keeps on top of all channels and can determine which technologies are best to meet a client’s goals. Regular research, study, conferences and collaboration with technology partners gives our clients access to the most sophisticated digital strategies available. Our knowledge allows us to quickly assess options and make strategic recommendations. Additionally, Verdin is proud to offer clients in- house digital media buying. Lower costs, enhanced supervision, pinpointed strategies and improved results are just a few of the many benefits of bringing this capability in house. Our complete array of digital buying services includes display and video advertising, retargeting, behavioral targeting, geo fencing, SEO, native and social advertising. NEGOTIATING AND PLACEMENT EXPERIENCE Verdin brings media buying power to clients. Cumulatively, we represent large media spending and are able to negotiate discounts and added-value based on agency volume. We are educated buyers who understand the media platforms’ specifics and will provide strategic creative to most successfully enhance each platform. Most clients who have purchased media directly find they get more exposure and better results for the same budget using our services. Many clients appreciate that Verdin’s media buying service includes reconciliation of media invoices. Each month, all media invoices are reviewed and compared to what was ordered to ensure accuracy. When inconsistencies are found, Verdin will contact the media and secure the appropriate solution, by either an adjustment on the invoice or “makegoods” on the advertising that was missed or ran incorrectly. BEYOND TARGET AUDIENCES The Internet’s ability to gather research on consumers has evolved the way we think about target audiences. At Verdin, we create personas, which are in-depth composites of key segments of the potential visitor market. Lifestyles, behaviors and passions are key common denominators in persona groups. Research shows that these common denominators are more dependable rather than simple age ranges, as behaviors and passions stay with individuals regardless of where they fall in more traditional age groups. We keep these personas at the forefront of all efforts as we strategize campaign ideas and work with our clients to roll out integrated advertising campaigns. 10 THE CITY OF ARROYO GRANDE, CA INITIAL OPPORTUNITIES FOR ARROYO GRANDE Compliment traditional media platforms with digital and social media. As the media landscape becomes highly personalized and continually fragmented, an understanding of the intricacies of media buying and research is required to effectively reach the highest percentage of potential customers. The most successful advertising campaigns have significant crossover of media types and platforms, using digital and social media to complement traditional media. Determine media mix percentages. Traditional media continues to demand a higher percentage of budgets than digital media to meet the same number of impressions. Based on customer feedback, a robust media plan should prioritize the most desirable target personas and match the media placement to their hobbies and lifestyles. Generally, tourism and tourism-related industries use approximately 60% of the total yearly budget on traditional media and 40% on digital, but this can vary dramatically if significantly older or younger customers are desired. With more information gathered through meeting with you and understanding your goals, we will recommend a strategic mix for Arroyo Grande. Leverage partnerships. Verdin has well-established partnerships with media throughout California, as well key players in the national and international market, and see this as a potential opportunity for Arroyo Grande. We have had tremendous success integrating strategies with partners such as the Central Coast Tourism Council, Visit California and Brand USA. We are always on the lookout for opportunities for our clients to create strategic partnerships with vendors. 11© 2018 by Verdin WEBSITE OPPORTUNITIES These are exciting times! Through a beautiful and effective website to support outreach efforts, Arroyo Grande has the potential to reach more travelers than ever before. Your ultimate goal is to increase lodging occupancy in Arroyo Grande, and that hinges on the strength of your website. Digital communications sends visitors to your site, which then has tremendous opportunity to confirm the desire to visit. Specific website features and content strongly influence this decision-making process. After an initial review of your site, here are a few important features we recommend. INITIAL OPPORTUNITIES FOR ARROYO GRANDE DESIGN AND CONTENT • Make it visually compelling. The first few seconds are critically important during a website visit. Initially, a visitor just scans the site, so only a good design can grab attention and lead him or her to important information on the website. • Provide focused content. People visit websites for information, so provide content that is well-organized and focused on what your users are looking for. • Update frequently. Continually refresh content on your site to keep users returning and to stay relevant in search engine results. We see you’re interested in adding a blog, which is an excellent way to keep fresh content coming. • Add an email signup, just like you suggested in your RFP. 12 THE CITY OF ARROYO GRANDE, CA PHOTOS, VIDEOS AND MAPS • Show, don’t tell. Video and photos can quickly tell a complete story of what a traveler can expect when visiting your destination. Remember that people are looking for experiences, both emotional and experiential, when planning travel. • Make it mobile and tablet friendly. More and more, people are relying on mobile devices to access the internet. Make sure your website appearance and loading times accommodate the limitations of mobile devices. • Include weather updates or live video streaming on homepage to highlight the key selling point of your beautiful year-round weather. • Interactive maps are also a welcome addition as a lot of people will be interested in them. WEB ANALYTICS AND SEARCH ENGINE RESULTS • Currently, your site ranks seventh when using the exact search terms “visit Arroyo Grande” in Google, and doesn’t even make the first page in a search for “Arroyo Grande California.” • Measure your website and website traffic performance using one of many available tools. Information from these tools will give great insights which you can use to optimize your website, web traffic and ultimately your tourism business lead generation. • Implement a strong SEO strategy. Search engines like Google use an algorithm to calculate how useful your site is to visitors for the specific search terms they enter. Good SEO can repeatedly bring visitors to your site. When set up correctly, SEO provides the best return on investment and is the most cost effective action you can take to bring traffic to your site. INITIAL OPPORTUNITIES FOR ARROYO GRANDE 13© 2018 by Verdin 13 THE CITY OF ARROYO GRANDE, CA PROPOSED BUDGET In these discovery and planning phases, Verdin will explore what makes Arroyo Grande a special destination for visitors, along with ensuring we understand your current challenges and goals to create an effective marketing strategy. These phases will last one month, depending on schedules and meetings, and are proposed to include the following: • An intake session with the key stakeholders to gain insight and perspectives • Creative brief development • Marketing and communications plan development, including: ·Development of personas to represent target audiences ·Positioning statement ·Brand map ·Key message points and strategy ·PR strategy and calendar ·Social media strategy and initial content calendar ·Advertising strategy and campaign concept development PHASE I: Explore & Envision $6,500 Billable hourly rates that this budget is based on: Principal/Strategic: $168 VP/Account Supervision: $145 Art Direction: $145 Account Management: $138 PR Strategy: $138 Social Media Strategy: $128 Copywriting: $128 Graphic Design: $128 Account Support/Production: $118 Clerical: $95 Travel: $68 14 THE CITY OF ARROYO GRANDE, CA In these phases, the implementation of the Marketing and Communications Plan will take place. Please note that the scope of this phase will need to be clearly defined following the approval of the Marketing Strategy. The scope can be specially tailored to budget limitations to deliver the best results. These phases could include the following, anticipating a 11-month period (to follow Explore and Envision Phases): • Ongoing account management, meetings and reporting • Creative development, including: ·Reactive creative ·Photo or video asset development • Public relations management and coordination • Website updates • E-Newsletter management • Social media management • Contest prize coordination • Media planning • Advertising costs of $80,000 • Contingency budget for co-op possibilities with Visit SLO CAL and the Central Coast Tourism Council PHASE II: Execute & Enhance $188,500 TOTAL $195,000 $18,000 $28,000 $4,000 $2,500 $15,000 $3,000 $6,600 $18,400 $2,000 $6,000 $80,000 $5,000 WHAT WE DO THE CITY OF ARROYO GRANDE, CA16 MARKETING & BRAND MANAGEMENT • Marketing Plans • Strategic Planning • Strategic Communications • Corporate Identity & Branding • Image Perception Assessment • Customer Relationship Management ADVERTISING • Print, Broadcast and Digital Creative Development • Media Strategies • Media Buying PUBLIC RELATIONS SERVICES • Public Relations Strategies & Programs • Press Release & Story Generation • Online Release Distribution • White Paper Development & Publication • Cause-related Marketing • Internal Communications • Trade Show Booth Management • Crisis Communications WEBSITE DEVELOPMENT • Site Plan • Writing, Design & Programming • Search Engine Optimization • Ongoing Maintenance SOCIAL MEDIA & ONLINE MARKETING • Social Media Strategies & Management • Search Engine Marketing • Blogging & Podcasts • Mobile Marketing OUR SERVICES VERDIN BY THE NUMBERS • 14 years in business • 14 person team (and occasionally a dog or two) • 3¼ gallons of coffee consumed per day (plus an un-quantified amount of cold brew from our fridge) • 2 Key Industries: Tourism and Nonprofits • 3 Core Values: Relationships Matter; Passion & Purpose; Integrity. Period. 17© 2018 by Verdin You know the impact of good PR. In today’s over-saturated media landscape, stories often struggle to break though. At Verdin, we provide a strategic and comprehensive branding and media relations program with creative and proactive story development that’s as unique as you are. Our team delivers results at the local and national level, built from our trusted relationships with members of the media. We look forward to the possibility of working with you to achieve the results you seek. Our PR Services that could support the City of Arroyo Grande: • Compelling brand storylines • Creative press release writing • Targeted and optimized press release distribution • Traditional media outreach • Event media coordination • Ongoing media visibility • Press tours • Reputation management and crisis communications • Media monitoring and reporting PRSA AWARDS ADDY AWARDS PUBLIC RELATIONS OU 18 THE CITY OF ARROYO GRANDE, CA PRSA AWARDS MARCOM AWARDS SOCIAL MEDIA MEDIA BUYING SERVICES Our Social Media Services that could support the City of Arroyo Grande: • Social media audit • Competitive analysis • Custom social media marketing strategies • Tailored social media content calendars • Online brand management and monitoring • Implementation guidelines • Online video marketing campaigns • Social account design and development • One-on-one consultations • In-house training • Reporting and analysis Our Advertising and Media Services that could support the City of Arroyo Grande: • Campaign concepting and strategy • Creative development of digital print and video advertising • Custom strategic media plans • Negotiation of competitive ad rates • Ad placement • Reconciliation of media invoices • Analysis of metrics and result reports • Research into ongoing new media opportunities Verdin harnesses the power of social media to help clients reach their specific businesses goals. Our social media marketing encompasses strategic communications and innovative approaches to help increase message awareness, loyalty, supporter base and behavior change. We offer a range of services from content recommendations to overall strategy and complete management and monitoring of your organization’s pages. Verdin’s customized social strategies help clients reach their goals and maximize their online presence. As the media landscape becomes highly personalized and fragmented, an understanding of the intricacies of media buying and research is required to reach the highest percentage of community engagement. The most successful campaigns have significant crossover of media types and platforms, using digital and social media to complement traditional media. We are an objective third party that does not benefit from the purchase of one medium over another, so our client’s best interest is always driving decisions, and we have the big picture of all media being placed. We assign and monitor metrics and create client reports to measure success based on these metrics. ADDY AWARDS OUR PROCESS COMMUNICATIONS PROCESS The Verdin 360 is our proprietary process for withdrawing the qualities that create communication success for a destination. It’s a tried and true approach, but the results looks different for every client. For example, see pages 37–38 to see examples of creative developed for beach towns 15 minutes apart that reached different audiences in very different ways. 1. Explore DISCOVER WHERE YOU ARE NOW. We research and analyze the current perception of your brand, competitors’ brands, and the overall industry landscape. We identify the benefits that make you stand out. 2. Envision PLAN WHERE YOU WANT TO BE AND HOW TO GET THERE. We set goals and define metrics to forge a path forward. Through the information gathered in the Explore phase, we develop a campaign customized to your goals. 3. Execute BRING THE PLAN TO LIFE. We implement the campaign and give your brand a consistent voice through visuals and messaging. All communications will be created within your brand guidelines. 4. Evaluate MEASURE PERFORMANCE AND ADJUST AS NEEDED. We perform ongoing monitoring to track metrics and make adjustments to reach goals. 5. Enhance RECOGNIZE SUCCESS AND LEVERAGE FOR GROWTH. We analyze campaign results, assess goals, and adapt the plan as needed. We constantly refine our strategies to stay on top of current trends. 20 THE CITY OF ARROYO GRANDE, CA 21© 2018 by Verdin Brand Attributes What are your unique physical characteristics? Functional Benefits What do these characteristics do for the target audience? Emotional Benefits How will the target audience feel when they interact with visit Arroyo Grande brand? BRAND MAP Verdin’s Brand Map guides all communication efforts moving forward to ensure a consistent, effective brand and message. Our Brand Map will incorporate and evolve the brand elements already established for Arroyo Grande, guiding the development of assets that will work together to support your destination’s position as a whole. BRAND POSITIONING STATEMENT A concise statement that captures the uniqueness of the brand in the hearts and minds of the target audience, used for internal guidance of all marketing efforts. Brand Reputation Current reputation and perception of your brand among consumers. Brand Promise The emotional component of your brand; its promise! BRAND EXPLANATION (INTERNAL STRATEGIC CHOICES) BRAND EXPERIENCE (EXTERNAL CONSUMER COMMUNICATIONS) Bring your brand to life through different elements that make up the brand experience (visuals, sounds, scents, etc.). Determine what we want our audiences to do/feel/say after exposure to our messages. 22 THE CITY OF ARROYO GRANDE, CA SAMPLE REPORTING t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM DEMOGRAPHICS W E B A N A L Y T I C S 2 0 1 8 v . 2 0 1 7 WEBSITE TRAFFIC Users: 14,792 v. 7,059 New Users: 14,268 v. 6,928 Sessions: 16,792 v. 7,859 Mobile Views: 13,554 Desktop Views: 1,300 PPV (Page Per Visit): 2.22 (+20%) TOS (Time on Site): 0:30 (-61.43) ACQUISITION Social: 6,095 v. 1,180 Direct: 4,473 v. 2,971 Organic: 2,339 v. 1,516 Other: 1,348 v. 883 Referral: 538 v. 527 PAGE VIEWS Homepage: 25,163 Places to Stay: 1,618 Events: 1,207 Things to do: 967 GEOGRAPHIC REFERRALS Los Angeles: 6,065 Riverside: 372 San Diego: 370 Santa Ana: 352 Rancho Cucamonga: 253 TOP REFERRING URLS Facebook: 6,059 justjared.com: 32 visitcalifornia.com: 27 centralcoast-tourism.com: 25 track.stumblemail.net: 20 SUMMARY This section would summarize the monthly results from a destination’s website including explanations and notations of trends and other details. Below are sample stats and demographics for reference. SAMPLE STAT SUMMARY REPORT CLIENT Date This report would begin with a summary of the results including explanations and notations of trends and other details. Below are sample channels, platforms and stats for reference. DIGITAL CHANNEL CREATIVE IMPRESSIONS VIEWS CLICKS CTR Facebook :15 sec - General 398,052 17,823 @ 50% 8,316 2.73% Digital Video :15 sec - Brand 128,955 46% comp. rate 138 0.11% AdWords N/A 54,730 N/A 1,911 3.49% Travel Spike Brand video and Native 168,795 3,667 954 0.58% Trip Advisor Millennial video & static 289,389 N/A 627 0.15% TOTAL LEISURE DIGITAL - IMPRESSIONS: 1,039,921 CLICKS: 11,946 AVG CTR: 1.41% PRINT & OUTDOOR PUB / PLATFORM READERSHIP / REACH LEADS Airport Billboard 300,000 N/A Travel 50 & Beyond Winter 115,900 227 Yosemite National Park Previous Print 105 TOTAL PRINT/OUTDOOR - IMPRESSIONS: 315,900 LEADS: 332 GRAND TOTAL IMPRESSIONS: 1,355,821 CLICKS TO WEBSITE: 11,946 LEADS: 332 Regular research, study, conferences and collaboration with technology partners keeps Verdin on the forefront of technology and emerging media. Our in-house digital media buying capabilities mean our clients have access to the most sophisticated digital strategies available, and we have constant access to metrics that tell us how the work is performing. Our Media & Research Strategist tracks the performance of all online media in a live portal that enables us to assess campaign performance, provide detailed reports to clients, and make recommendations and adjustments on a day-by-day basis if needed. During the execute and enhance phase, monthly reporting is essential to ensure that our efforts are effective. Below is a sample report. ----1 ·.1111 1 CASE STUDIES 24 THE CITY OF ARROYO GRANDE, CA VENTURA COUNTY COAST MARCOM PLATINUM Brian Tucker | btucker@visitvvcoast.com | (805) 644-2500 25© 2018 by Verdin How do you market four diverse locations as one experience? Conversely, how do you give equal attention to all participating locations in a collaborative tourism effort? Ventura County Coast was lacking nothing in regards to natural beauty and desirability, but was in need of careful strategy to position the right balance of diversity and cohesiveness. Our branding and messaging showcases this location as the treasure that it is, while communicating that its four distinct communities complement one another to create one enriching experience. Goal: to increase visitors to Ventura, Oxnard, Camarillo and Port Hueneme. OBJECTIVES • Create a new brand to position Ventura County Coast as a desirable, adventurous, and affordable travel destination. • Equally represent the four cities that compromise the association. APPROACH • Worked with VCLA’s public relations agency to develop a cohesive strategy for all marketing communications. • Developed a new logo balancing all that Ventura County Coast represents. • Created brand guidelines and a color palette that reflects the region’s experience. • Crafted a new positioning statement that clearly and succinctly presents the area. • Implemented the new brand in all marketing touch points, including a brand new website. • Created marketing messaging for both a leisure audience and B2B audience in “The Whole Point” ad campaign. • Developed library of new photography and video reflective of three identified target personas. RESULTS • Marcom Platinum award for the new Ventura County Coast brand (highest honor in competition) and American Advertising silver award for first advertising campaign. • Incredible success in digital advertising for both leisure and meeting campaigns since launching. Numbers from a recent report: • Facebook video ads garnered 377,837 impressions and saw a CTR of 3.00%, which is far above the industry standard. Actions on video (including shares, clicks and comments) totaled 51,906. • Digital video ads saw 3,915,329 impressions with 5,766 website clicks. 45% of viewers watched the spot to the end. • Travel Spike and Trip Advisor advertising had a combined total of 995,717 impressions and an average CTR of 0.56%. 26 THE CITY OF ARROYO GRANDE, CA ATASCADERO TOURISM ADDY BRONZE Amar Sohi | asohi@hieatascadero.org | (805) 462-0200 ~ISI~ SIMPLY GENUINE 27© 2018 by Verdin Goal: to increase overnight stays for hotel and motel accommodations. OBJECTIVES • Create and implement a new brand and marketing strategy to position Atascadero, CA as a desirable destination on the Central Coast. • Build Atascadero brand awareness and target new visitors to engage in programs and increase awareness. APPROACH • Developed new branding which included a new logo, brand guidelines, and clear messaging. • Worked with Coraggio Group and assembled a marketing strategy that identified geographic and behavioral markets of millennials, families, boomers, couples and “bleisure” (business/leisure) travelers. • Rolled out the new brand through advertising, social media, public relations, and e-marketing. • Created and launched four marketing campaigns, including “California As It Used To Be,” “The Un-Vacation,” and “The 101 Road Trip” contest. • Began updating the visitatascadero.com website in July 2015, including a full website assessment, SEO and content enhancements, implementation of new branding and colors, updated restaurant listings, and a landing page for the Road Trip 101 contest. RESULTS • 38% total TOT increase from 2015 Fiscal Year to 2016 Fiscal Year (the first year we worked with this client). • In the first year of taking on the website, we saw 98,737 visits to the site, a 176% increase from the same period in time from 2014–2015. • Marcom Gold Award for Visit Atascadero brochure and Bronze Addy Award for Visit Atascadero logo design. • 61% increase in Facebook fans (3,398 to 5,471). • Facebook advertising in first year led to 1,837,460 total impressions and a 2.96% CTR. • Pandora and Trip Advisor advertising in first year led to a combined total of 2,518,919 total impressions and an average 0.34% CTR. When people think San Luis Obispo County, they think rolling vineyards and crashing waves. They don’t think “Atascadero.” This inland town was struggling to obtain “top of mind” space in comparison to its neighboring communities of San Luis Obispo, Paso Robles and Morro Bay. Our branding and advertising sheds light on the rural beauty, genuine hospitality and sweet simplicity that make Atascadero an integral part of any San Luis Obispo County getaway. WORK SAMPLES 29© 2018 by Verdin THINK H20 CAMPAIGN WATER CONSERVATION CAMPAIGN FOR CITIES OF ARROYO GRANDE AND PISMO BEACH TERESA McCLISH | TMCCLISH@ARROYOGRANDE.ORG | (805) 473-5420 MARCOM PLATINUM We worked with the Cities of Arroyo Grande and Pismo Beach to encourage residents to unite in water conservation efforts. 41% reduction in water consumption in Arroyo Grande 29% reduction in water consumption in Pismo Beach h2~ __ .._ __ 0 0 , -- C:\i:·1'1\:, --- 30 THE CITY OF ARROYO GRANDE, CA COMMUNITY WEST BANK WEBSITE Community West Bank’s website helps them stand apart as a community bank that understands and truly cares about its local environment. This website is ADA compliant and offers helpful information for both individuals and businesses. KEVIN MOON | KMOON@COMMUNITYWESTBANK.COM | (805) 692–4379 Keep your finances handy with our new mobile banking app. ywith app. DOWNLOAD TODAY I:::::;:_.···-·.--· ~' (@ I -1/ "'= './1 @ ~ ~ Personal ~~ Manu,actured Home Loans l"'V'l&ncing1ofil)'DU'"'Nd._ I I I I I I I I 31© 2018 by Verdin VENTURA COUNTY COAST WEBSITE HTTPS://VENTURACOUNTYCOAST.COM/ Verdin managed the development of Ventura County Coast’s website and supplied copy that channels the region’s welcoming coastal vibe. (Plus, click to the home page to watch the branding video we coordinated and are using in current advertising!) 32 THE CITY OF ARROYO GRANDE, CA CENTRAL COAST TOURISM COUNCIL CHRISTINE THOMAS | CHRISTINE@WORKWITHCT.COM | (310) 963–5414 Verdin supports the Central Coast Tourism Council through the development of branded collateral that helps them achieve their initiatives. TRALCOAST The Original Road Trip LOGO TYPOGRAPHY 33© 2018 by Verdin VENTURA COUNTY COAST ADVERTISING With messaging tailored to the needs and preferences of each ad’s target audience, designed elements work together with vibrant copy to create the feeling of a Ventura County Coast experience. .t ---.:---=-==-· ~-•-.. - 34 THE CITY OF ARROYO GRANDE, CA BRENT HAUGEN | BRENT@BHAUGENAGENCY.COM | (612) 281-9730MORRO BAY TOURISM BUREAU Through cohesive and engaging marketing campaigns, Verdin and Morro Bay channeled the laid back vibe of “The Morro Bay Way” to elevate the number of tourists, with a 14% increase in TOT as a result of more visitors. PRSA AWARD OFEXCELLENCE ."',~::. 22::~. !.• M ·-----•---.. •-·-·-·--IC _,_"' c----... ·-·--------... ·-· • In Morro Bay, tour will rock and roll " 35© 2018 by Verdin VISITOR ALLIANCE OF CAYUCOS STEVE HENNIGH | STEVE@GOODCLEANFUNUSA.COM | (805) 995–1993 How do YOU Cayucos? Verdin worked with the Visitor Alliance of Cayucos to create a vibrant and far-reaching new brand that captures the big and bright personality of a small beach town. ADDY BRONZE CAYUCOS 36 THE CITY OF ARROYO GRANDE, CA NAMES VERDIN STANDS BEHIND * Dignity Health. ridesharesi •maa 10n U. olllll)o COllncl or gcwrnments goodwill~ central coast···· llmll8 SM!. Cl9!D Jcl>e. .SLOCOG SAN LUIS OBISPO COUNIY SHERIFF'S OFFICE ~ CUESTA llLIJCOLLEGE ~, R0SE~ILLE CALIFORNIA U I SC O '/ I:. R tv\.ORRO BAY CAL POLY SA N LU I S OBISPO CALll'ORNIA JACK'S HEL,,ING HAN, TO CREATE SUCCESS AND INSPIRE, THROUGH THE POWER OF OUR WORK. MISSION STATEMENT WHO WE ARE 39© 2018 by Verdin ARROYO GRANDE COMMUNICATION TEAM STEPHANIE SAWYER Social Media Specialist ERIKA SCHUETZE Public Relations Specialist (Subconsultant) ASHLEE AKERS Account Lead DUTIES: Participates in strategic planning meetings, oversees and reviews marketing campaigns and strategies. Serves as primary point of contact, manages client projects, and keeps track of budgets Ashlee leads Verdin’s account staff with zest and zeal. Like any good leader, she knows how to bring the best out of her team. She is the master of meeting and surpassing client needs with a devotion to achieving stellar results for all accounts. EXPERIENCE: • 10+ years in marketing and advertising with a focus on destination marketing and tourism • Regularly attends travel and tourism conferences to keep up-to-date on strategies and trends • Serves on Central Coast Tourism Council Board of Directors • Serves on marketing and branding committee for Visit SLO County • Experience in a wide-range of campaign strategies and stakeholder education • Cal Poly, San Luis Obispo: Agriculture Science/ Agricultural Business DUTIES: Participates in strategic planning, develops and implements social media strategies for the City of Arroyo Grande. Our world traveler, Stephanie brings experience working with large corporations, small businesses, and nonprofits on multiple continents. Stephanie has an exceptional ability to listen to clients’ needs and deliver efficient, thoughtful and creative results. Her knowledge of the digital space guides clients to make meaningful connections through email marketing and social media. EXPERIENCE: • Eight years of marketing experience • Has provided marketing and volunteer services to organizations in Central and South America • Oversees Verdin’s clients’ social media strategies • Baylor University: Business Communications DUTIES: Participates in strategic planning, develops and implements public relations strategies for the City of Arroyo Grande. Erika has two decades of experience working with companies and organizations on public relations and strategic communications. She spent years representing leading high-technology companies in Silicon Valley as an account executive in public relations agencies and as an independent consultant. Erika now lives in San Luis Obispo and is passionate about bringing big ideas to causes and companies that improve quality of life here on the Central Coast. EXPERIENCE: • 20 years managing PR and cause-marketing campaigns in the education, nonprofit, healthcare and government sectors • Clients ranging from pre-IPO startups to Fortune 100 companies • Serves on the Board of Directors for Spokes • PTA President for Los Ranchos Elementary School • Bachelor of Science degree in Public Relations and a Master of Arts degree in Counselor Education from San Jose State University 40 THE CITY OF ARROYO GRANDE, CA MEGAN CONDICT Art Director LISA CAMPOLMI Media & Research Strategist AMY DONALD Copywriter DUTIES: Participates in creative planning meetings, develops campaign and ad concepts, oversees and reviews all creative produced for Arroyo Grande. Megan is the helm that steers Verdin’s design in the right direction. Her keen eye and strategic mind lead Verdin to produce work that is strikingly distinct. Each design approach masterfully accomplishes the goals of our clients. EXPERIENCE: • 10+ years of design experience in a variety of industries, including technology, outdoor sporting goods, retail, agriculture, nonprofits and tourism • Experience working on creative for nationwide and international campaign efforts to reach target markets in Sweden and Japan • Notable accounts: Walmart, Tupperware and Sonim Industries • Serves on advisory board for Restorative Partners • Brooks Institute of Photography: Visual Communications DUTIES: Creates and negotiates individualized, multi-platform comprehensive media strategies, provides the research that is essential for effective strategy development. Lisa is committed to applying the most current trends, technologies and research to each client’s media strategy. Her fascination with the way people consume media keeps her devoted to uncovering the latest research and finding the best ways to maximize a media budget. EXPERIENCE: • Sales at some of the largest radio stations in the Los Angeles area (including KFI-AM News Talk and 103.5 Coast FM) • Media sales, management and marketing in the San Luis Obispo market since 1999 DUTIES: Participates in creative planning meetings, develops campaign and ad concepts, creates written content for projects. With a communications background and a natural love for writing, Amy is a thoughtful listener who creates strategic messaging through written content. She’s a wordsmithing wizard who believes in the power of writing to tell stories and achieve behavior change. EXPERIENCE: • Experience writing content for social media, PR outreach, advertising, blogs, white papers and annual reports • Serves on advisory board for Literacy for Life • Cal Poly San Luis Obispo: Communication Studies/ Media Arts & Technologies 41© 2018 by Verdin PAM RIORDIAN Pam brings enthusiasm and competence to Verdin’s accounting activities. Her organization and knack for numbers ensures accurate billing and timely payments. Bookkeeper REBECCA SCOTT Becca’s hard work and dedication ensures that the office runs smoothly, and her friendly personality sets the tone for a welcoming client experience. Administrative/Account Assistant KATIE PEDERSEN Katie supports our design team with a propensity for perfection, moving design projects forward with adaptability, thoughtfulness and care. Graphic Designer CASEY PAGE Casey converts big ideas into practical possibilities, organizing projects into manageable steps and keeps deliverables on track. Her optimistic outlook and attention to detail move tasks along with positivity and precision. Account Coordinator ARROYO GRANDE SUPPORT TEAM ADAM MORGAN Adam developed extensive marketing intel as a former director in the nonprofit sector. He thrives in client relationships and his attention to detail ensures every project is done to its very best. Marketing Specialist MICHELLE STARNES The cog that keeps us running, Michelle navigates behind the scenes with style and ease. Her oversight of office operations keeps the firm striding forward as a strong partner for clients and an incubator for innovative ideas. Partner & Operations Manager MARY VERDIN Mary has more than 27 years of marketing experience with an energy that keeps ideas fresh and strategic. An innate problem solver and natural leader, she continues to grow the firm with a gusto for finding ways to give back to the community. President & Chief Strategy Officer ADAM VERDIN In addition to his business acumen, Adam is a pilot. He is well-accustomed to a bird’s eye view and uses this big picture mentality to keep the firm strategically focused on our foundations. Principal 42 THE CITY OF ARROYO GRANDE, CA WE’RE READY TO INCREASE VISITORS TO ARROYO GRANDE. ARE YOU? + © 2018 by Verdin Marketing. All Rights Reserved. This work is the property of Verdin Marketing and no part of it can be reproduced or transmitted in any form or by any information storage or retrieval system, without the written permission of Verdin Marketing, except where permitted by law. 1 | Page AG TBID Advisory Board RFP Analysis Catalyst Marketing and Verdin Marketing The RFP advertised for AGTBID stated “The City is seeking professional full-service integrated marketing, digital marketing, communications, and online media, website, and website maintenance services for www.visitarroyogrande.org and is requesting proposals from qualified firms.” Catalyst Marketing: Pros: 1. The written proposal from Catalyst was a more expanded presentation than that of Verdin and included such things as Creative Concepts and many photos of Arroyo Grande in their presentation. 2. The Catalyst proposal was in greater detail in their presentation. For example, their coverage of media services covered 13 pages and covered media services, planning, buying media that delivers remarkable value, and Arroyo Grande media recommendations included media objectives, target audience, geographic targeting, demographic profile, timing strategy, media habits and media strategy. 3. The Catalyst budget for marketing provided for a monthly retainer of $3,000.00 per month whereas the Verdin budget allows for hourly billing and their average hourly billing rate is $133.00 per hour. 4. The Catalyst team is comprised of nearly 40 professionals with expertise in market research, web design, brand development, SEO & SEM, strategic planning, graphic design, partnership development, creative writing & content development, media planning and placement, community relations, tv, radio and videro production, direct marketing, interactive and digital media, event planning, social media and crisis planning & communications. 5. Outsider perspective: more likely to see what appeals to people like them to travel to Arroyo Grande. 6. Employees with more experience: less learning curve. 7. More diverse employee backgrounds: more likely to know what appeals to various demographics. 8. Proposed Creative co-op opportunities (e.g. “Passport”): leverage existing dollars so more can be done. 9. Good local tourism contacts & knowledge: know about Visit SLO CAL, Central Coast Tourism Council etc. Has worked with SLOCAL and can use their marketing efforts to benefit us 10. Very nice presentation materials. Gave the appearance that there is a depth of experience. 11. Submitted hosting and creation for website in bid. 2 | Page 12. Has a good concept of the destination demographics. 13. Has experience with similar advertising. 14. Understanding of our limited budget. 15. Has done their research about our location and seems to have a grasp of our goals as a TBID. 16. Has tourism clients. 17. Gave multiple examples and took time to incorporate photos of our town 18. Strong Team of 40 19. Did a lot of research on our area, demographics, possible markets to target, etc. 20. Multiple offices 21. Has the experience to look at us in the ‘big’ picture from ‘outside’ our own backyard 22. 40 years of experience 23. Impressive Client list with broad experience (see also cons) Cons: 1. Catalyst is not a local firm and their closest office is in Fresno. 2. Proposed use of old-fashioned phrases or double entendres could be confusing and off-putting. 3. Verbal presentation was lackluster and low energy preventing their ability to properly represent the many unique attributes of Arroyo Grande. 4. Less immediate knowledge of area & local developments. 5. Most of their past agency creative is single hospital, or ad campaign. 6. Seems like they are looking to market to our older demographic only. 7. Not encouraged that they are geared toward Millennial marketing or growing our demographics to other markets to expand our visitor reach. 8. We would be a small client – perhaps not receiving priority, however it puts us in a bigger playing field with larger fish. 9. Being in Fresno, they are further away, however they are available face to face. Verdin Marketing: Pros: 1. Verdin is a local Central Coast firm with local experience with Cayucos, Morro Bay and Atascadero. 2. They appear to be competent and professional. 3. Their presentation was well done. 4. Some of their representatives live in Arroyo Grande and were enthusiastic to promote the area. 5. Local knowledge & employees: less of a learning curve of tourism assets. 6. Active with SLOCAL Marketing: already attend meetings. 7. Has marketed a small destination similar to ours very successfully. 8. Appears to be open to new trends for a larger reach. 9. Members of local and state associations which helps us network and co-op. 3 | Page 10. In our backyard so can attend meetings. 11. Has tourism clients. 12. Knows the local culture/events etc. 13. Good presentation Cons: 1. The Verdin proposal for social media only covered three pages and did not provide the detail. 2. They only have 14 personnel. 3. Less diverse employee base. 4. Has two other local cities as clients: “frenemy” competition to Arroyo Grande. 5. Strategy seems more additive to current approach. 6. Does not include website design or hosting in bid. Graphics looked very similar to a lot of other ads. 7. Pricing on bid was a little difficult to understand. 8. Although they are close by and know our area intimately, this backfired on us when we hired Barnett Cox. 9. Too local. Singing to the choir. They look at us from the inside without more sophisticated background and experience of understanding the marketplace and big picture. 10. Examples showed what their strategies were for other clients, not as much for us.