2015 - 2016 MARKETING PLAN€¦ · Visit San Luis Obispo County – 2015-16 Markeng Plan Markeng Plan 1 Goals The purpose of the 2015-2016 Visit San Luis Obispo County (VSLOC) Markeng

2015 - 2016MARKETING PLAN

Visit San Luis Obispo County – 2015-16 Marketing Plan

Marketing Plan Goals Strategy Tactics

Media Approach Strategy Target Audience

Media Tactics Radio Print Digital Co-op Other Social Media PublicRelations Travel Trade Tour and Travel SMERFE Partnerships&Promotions

Monitoring and Reporting Key Measurements The “Dashboard”

Research

Media Budget

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Table of Contents


Marketing Plan

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GoalsThepurposeofthe2015-2016VisitSanLuisObispoCounty(VSLOC)MarketingPlanistoprovidestrategicandtacticaldirectionfortheCountytoachievethefollowingstatedgoals: •IncreaseawarenessforSanLuisObispoCountyasadestination oConductin-depthconsumerdemographicandshare-of-walletresearch,inaddition tofeedermarketawarenessresearch,togainamoredescriptiveunderstandingof theSanLuisObispoCountyvisitorandtheperceptionofthoseyettotravelto thedestination oIncreasegeneralawarenessofSanLuisObispoCountyasabrandofprimeconsideration among key targeted audiences oConnectthedotsfortheconsumeronthebreadthofofferingsinSanLuisObispoCounty oEnhancetheCounty’sbrandimagetofosterdestinationloyalty,increaserepeatvisits, encouragesocialendorsementandextendexposurebyattractingmediaattentionand partnershipopportunities oExplore,expandanddevelopneworunderperformingsalesanddistributionchannels ▪Developtraveltradeinitiatives,includingenhancedfulfillmenttools ▪Enhancewebsiteengagement,functionalityandclickstobooking ▪Supportnewaircarrierrelationshipstoopenvacationproductexposure •IncreasedemandforovernightstayswithintheCounty,eitherthroughincreasedvisitation or increased length-of-stay o Increase Transient Occupancy Tax revenues by 7% or more o Increase occupancy across all lodging categories by an aggregate of 3% as measured bySTRreporting o IncreasetraffictoVisitSanLuisObispoCounty.comby20%annually •Directvisits,asa%oftotalvisits,willincreasesignificantly •Organicsearchvisits,asa%oftotalvisits,willseeanoffsettingdecline •IncreaseuniquevisitorstoVisitSanLuisObispoCounty.comby10% •Increaseengagement/averagetimeonsiteby5%

StrategyInordertoachieveourstatedgoalsforCountystakeholders,includingcommunityDMOsandlodging constituents,wewillemployamulti-channelstrategytopositionSanLuisObispoCountyinthedecisionsetofconsidereddestinationsforpersonsreadytoenjoyvacationopportunitieslikethoseavailableinSanLuisObispoCounty.Guidedbyavailableandto-be-commissionedresearchalongwithstakeholder-providedinsights,wewillconcentratemarketingfundsonthosemostlikelyandmostabletovisit.Wewilldosoduringthetimesofyearwhenincreasedvisitationismostneededandwillyieldthemostsignificantincreases.

Visit San Luis Obispo County – 2015-16 Marketing Plan 2

Mediaexposurewillfeaturenewbrand/imagewords,picturesandvideo,andwillbedeliveredacrossapaletteoftraditionalandnon-traditionalmedia.Sophisticatedplacementswillbehighlytargetedgeographically,behaviorallyandcontextually.Complementingthebrand/imagecampaignmessagingwillbecoincidentandfamilialtacticalco-opcampaigns,featuringopportunitiesforCountystakeholderstoparticipate–withaffordablepositionsavailableacrossaspectrumofkeytraditionalanddigitalplacements,framedbycompellingCountyimagesanddescriptivecontent.

Atthesametime,afocusedpublicrelationsplanwillfurtherextendthevoiceofVSLOCthroughfeaturestories,eventpublicityandcontentgenerationbyvettedandtargetappropriatebloggersandmediaoutlets.ThepublicrelationsteamwillalsosupplementagencyinitiativestoengageexternalmediaandotherpartnerstodeliverCounty-inclusivepromotionsandmarketingpartnerships.

Thepowerfulstrategiccombinationofbrand/imagemedia,tacticalco-opmedia,publicrelationsandnon-traditionalexposurewilldynamicallyexpandthereachandfrequencyoftheVSLOCstory,andpositiontheCountyfirmlyonthepathtodeliveringitsgoals.

TacticsOnthepagestofollowisadetailedbreakdownoftheindividualelementsthatmakeupthesynergisticbody-of-workthatcomprisestheVSLOCmarketingplan.Everyincludedelementisbrokendownandisastrongcontributoronitsown.Whenallelementsareworkingtogetherunderthecarefully-conceivedoverarchingplan,theybecomeevenstrongerthanthesumoftheirindividualparts,reinforcing,enhancingandstrengtheningeachothertodriveresults.

Create Unity Among StakeholdersUnificationamongstakeholdersisanchoredbythecreationofanadvisorymarketingcommitteecomprisedofseasoneddestinationexpertsandmarketingprofessionalsfromselectedCountyDMOs,lodgingestablishmentsandmarketingagencies.ThroughmonthlymeetingsattendedbypartnerCatalystMarketingCompany,thiscommitteewillhelpadviseVSLOCandtheagencyon: •ReducingtourismmarketingduplicationeffortsacrosstheCounty •CreatingandadoptingacountywideicontorepresenttheCountyforthepurposeof: a)ReinforcingtheCounty’slocation b)ConnectingthedotsfortheconsumeronthebreadthofofferingsintheCounty c) Unifying the personality of the County d) Unifying the County’s diverse stakeholders under a common theme e) Extending the County’s brand reach via proud inclusion of the icon in all stakeholder advertising/collateral/signage •EncouragingmarketingbetweenpartnersandVSLOCtomaximizeeffectiveness •ProvidingcooperativeadvertisingopportunitiesforpartnersparticipatinginVSLOC-anchored marketinginitiatives •Tacklingkeystrategicmarketinginitiativesintheareasofsponsorship,promotions, partnershipprograms,researchandotherprocessesfocusedongrowingdestination marketingforSanLuisObispoCounty •Doingforourconstituentswhattheycannotdoforthemselves


Develop and Launch An Overarching BrandResearchshowsthereisalackofcollectiveawarenessinkeyfeedermarketsforthediversedestinationsthatmakeupSanLuisObispoCounty.Aclearsolutionformitigatingthatseriousissuewillbethedevelopmentanddeploymentofanall-encompassingbrandstrategyandmessage.ThiscreativeexecutionwillalloweachdestinationandattractionwithintheCountytoshineasmetaphoricfacetsonthe“diamond”thatisSanLuisObispoCounty.ItwillallowtheCountytostandtallandvisibleamongitsmorerecognizedneighbors,andalsoanchorcooperativeadsinwhichDMOsandotherCountypartnersmayparticipate.Goalsinclude:

•BringingtogetheralldestinationsandattractionswithintheCountyunderatrueand defensibletheme,connectingthedotsfortheconsumerwho,todate,mayhavehadnoclear idea of the County’s makeup •Providingseasonallyintegratedtacticalmarketinginitiativesthatwilldrivetargetaudiences toVisitSanLuisObispoCounty.com,andsubURLs,forthepurposesofbookingovernightstays, generatinglongerstays,encouragingbusiness/meetingsbookingsandconsideringimpulseor spontaneoustraveltotheCountyforvacationsandgetaways

Tocreatedifferentiationinthemindofpotentialvisitors,wewillusearefined“brandingprocess”thatidentifiesthekeydriversormotivationsinthepurchase-decisionsequencetohelpidentifyandclarifywhatisimportanttopotentialtravelersandwhatwill/wouldmakeadifferenceintheirdecision-makingprocess.

Accordingtothe2012StrategicMarketingGroup(SMG)VisitorSurveyandCatalystinitialstakeholderinterviews,keypointsofdifferentiationthatresonatewithitstargetaudiencesarethattheCountyisauthentic,unpretentious,realCaliforniawithculinary,culturalandcoastalassetsthatmakeituniqueandunforgettablewhencomparedtoanyotherCaliforniadestination.SanLuisObispoCountyoffersuniqueandindelibleexperiencesfromtheiconiccastleonthehillandscenicgrandeurofthePacificOceanwithitsexpansivebeachestotheCounty’sworld-classwineries,inventiveanddiversecuisine,culturalactivitiesandadventuresandrelaxationthatwillintrigueandappealtoanyagebracket.

Quitesimply,SanLuisObispoCountyiseverythingpeopleloveaboutCalifornia,initspurestform.Thesedistinguishingcharacteristicswillbeusedtocreateabrandmessagethatwillattractmorevisitorswhileclearlydefiningthedestinationtotargetaudiences.Onceimplemented,audienceswillunderstandwhySanLuisObispoCountyissoworthyoftheirconsideration.


The Initial CampaignTheinitialbrand-with-co-opcampaignwillbecraftedtofeatureaction-directediconicphotographythathighlightsthediversityofactivitiesinSanLuisObispoCounty.Usingcleverattentiongrabbingheadlines,eachadwillfocusontwoextremesthatareeasilyavailabletovisitorsandcanbeexperiencedinthesameday.Theadswillinvitetheviewertofillinallthevariouslevelsinbetweenthetwoextremesastheyplantheiradventure.Whetheravisitorisinthemoodforaquiet,relaxedovernightgetawayorsomethingmoreextendedandextreme,SanLuisObispoCountywillbeshowntohaveitall.EachpartofthemarketingcampaignispresentedinawaythatbringsouttheCounty’scasual,authenticandunpretentiouscharacter.


Media Approach

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StrategyInordertodeliveronthemarketingplan’soverallgoalsandstateddeliverables,theagencywillemploythefollowingkeymedia-buyingstrategies: •Utilizeradioreachandfrequencytobuildbroadlevelawarenessinlargermarketsand keep San Luis Obispo County top of mind •Focusonacombinationof:30spotsandradiotraffic •Establishasolidpresenceinlarger-reachpublicationsincludingconsumertravelmagazines andtargetedprintmarketpublicationstobroadenawarenessandsupportusing co-opadvertising •Leveragemultipleformsofdigitalmediatoreachandengagetravelenthusiastsmostlikely toenjoytraveltoSanLuisObispoCountywhentheyarea)activelyinvestigatingtravel opportunities;b)browsingtheinternet;orc)usinganapp • Direct link to VSLOC site to nudge them through to the booking process •Investigatehigh-levelimpressionopportunitiestobuildreachandsupportco-op •EstablishaflexiblemediaplanintheeventElNiñohitsSanLuisObispoCountyharder than expected

Target AudienceProfilingtargetaudienceswillprovideclearstrategicdirectionandallowformoreefficientmediabuyingandplanning.Byunderstandingwhothetargetconsumer(s)are,whattheirmediahabitsentailandwhatmotivatesthem,wewillbemoreeffectiveinattractingthemforadditionalovernightstaysandgeneratingnewvisitorsintotheCounty.

ThereareanumberoffactorsthatcanbeusedtoprofilethetargetaudiencesforSanLuisObispoCountyincluding: • Demographic • Geographic • Psychographic


Demographic TargetingResultsofthe2012SMGVisitorSurveynotedthatthetargetaudienceofthosewhohavevisitedSanLuisObispoCountyinthelasttwoyearscanbeidentifiedwiththesecharacteristicsthatarecontrastedtoallofthesurveyrespondentswhoweretravelers: •Skewsslightlymale • Higher household income (44% HHI $100k+) • Over 40 years of age (75% 40 and older) • 40% have children at home

UsingthelatestScarboroughdata,visitorswhohavestayedovernightorlongerinSanLuisObispoCountywithinthepast12monthswereidentified.Thiswasdoneinboth the larger Designated Market Area (DMA) markets of San Francisco and Los AngelesaswellastheCentralValleyDMAmarkets(FresnoandBakersfield).AccordingtoScarborough,thedemographicsoftheSan Luis Obispo County overnight visitor are depictedinthechart.

Forthemostpart,thedemographicsaresimilartotraditionaltravelaudiences.However,therearedistinctdifferencesbetweentheuniqueDMAs.ThoselivingwithinthelargerDMAsareolder,haveahigherhouseholdincomeandaremoreeducated.

Whenapplyingdemographicandbehavioraltargetingtoeachmedium,theDMAswillbetreatedindependentlytoensuretheseuniquedifferencesareleveraged.

Geographic TargetingThe top three target markets for San Luis Obispo County are San Francisco- BayArea,LosAngelesandtheCentralValley.Allwereidentifiedinthe2012SMGVisitorSurveyaswellasintheCatalystinitialstakeholderinterviews.Eachofthesemarketshassimilaritiesandnuancesthatwillbetakenintoconsiderationwhenfocusingontheappropriatemediatoreachovernighttravelers.Allmarketsprimarilyvisittheareaforpleasureandvacation.Somegeographicallocationdistinctionspermarketaccordingtothe2012SMG VisitorSurveyinclude:

San Francisco

• More likely to visit San Luis Obispo County than the Central Valley and Los Angeles • More likely to visit during the fall •Morelikelytovisitamajorcity,primarilySanLuisObispo • More likely to visit Hearst Castle •Preferstosightseeandexperiencefinediningastoptwoactivities •Alsoenjoysshoppingandwinetasting

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Los Angeles/Orange County DMA

• More likely to visit San Luis Obispo for a specificevent • More likely to visit during the summer months • Least likely to have visited the San Luis Obispo County area •LowestawarenessofSanLuisObispoCounty oKnowswhereitislocated oNotstrongconsiderationwhen selectingdestination • Prefers to sightsee and shop as toptwoactivities •Alsoenjoysfinediningandwinetasting

Central Valley •Morelikelytovisitbeaches,primarilyPismoBeachandMorroBay • More likely to have already traveled to San Luis Obispo County •HighestawarenessofSanLuisObispoCountyanditsofferings •Mostlikelytomakemultipletripstothearea • Most likely to visit during the summer months •Preferssightseeingandshoppingastoptwoactivities •Alsoenjoysfinedining,winetastingandhiking

Secondary Markets • Las Vegas and Phoenix both index favorably as secondary feeder markets •Bothenjoyconvenientairliftintotheregion • Fly market visitors tend to have extended length-of-stay oTheseDMAswillbeincludedindigital campaigntargeting


Psychographic TargetingPsychographicsegmentationusespeoples’lifestyle,socialstanding,activities,interestsandopinionstotargetamarketsegment.Usingsegmentationscienceallowsustopredictconsumers’potentialinterestintraveltoSanLuisObispoCountybasedonacontextuallookattheirbuyingbehavior.Thisnotonlyallowsustotargetpersonsmostlikelytovisit,butitprovidespotentialvisitorswithinformationtheyarelikelytowelcomebasedontheirdemonstratedpreferences.

Media Habits of San Luis Obispo County VisitorsThechartbelowillustratesthekeydifferencesinthemediahabitsoftheaudiencesthatwillbetargetedintheCounty’smediaplan.DataisderivedfromScarboroughresearch.

Media SF DMA LA DMA Central Valley DMATelevision 23% are heavy TV users 26% are heavy users 30% are heavy users

54% are light users 54% are light users 41% are light users2.5hours/dayspentviewing 3.1hours/dayspentviewing 4.0hours/dayspentviewing65% cable users 45% cable users 38% cable users

Radio 50% are heavy users 44% are heavy users 42% are heavy users1.7hours/daylistening 1.9hours/daylistening 2.1hours/daylistening

Newspaper 52% are heavy users 42% are heavy users 54% are heavy users43%read0issues/week 61%read0issues/week 49%read0issues/week

InternetSearch

94% used search in last month



75%usedtofindhotel 75%usedtofindhotel 75%usedtofindhotel

Mobile 87%ownsmartphone 79%ownsmartphone 89%ownsmartphone82% use phone for Internet 83% use phone for Internet 65% use phone for Internet

46% use app for reservations



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Media Tactics

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Radio •Runontwoofthetopstationswithineachmarketwithafull:30message oRun2-4weekflightspermonthtomaximizebudget oNegotiatebonusbillboardsandaddedvaluepromotions •Supplementscheduleutilizingradiotraffictocomplementthetopratedstationbuys o Establish stronger overall presence in these primary markets oRun7weeksofradiotrafficineachmarkettoenhancethe:30primary market radio buys oLeveragevalueaddedpromotionalopportunitiestoextendcampaign presenceandincreaseradioefficiency

Print •Large-circulationregionaleditionsofnationalpublicationstoelevatetheVSLOCmessage andcreatestrongervalueforco-opadvertising •Consumerpublicationstoreachthebroadestaudience oAllowsDMOsandconstituentstopartnerinreachingleisuretravelers theycannotaffordontheirown oEnsurechosenpublicationscontaintraveleditorialasamainfocus •Leveragelocalmarketnewspapertoextendreachandfocusmessageto concentrated leisure travel oTakeadvantageofshorterleadtimestobuildawarenessandextend immediateco-opoffers oRuninSundaytravelsectiontoblendmessageandeditorial

Digital •UtilizeSearchEngineMarketing(SEM)inallmarketstoreachandengagetravelenthusiasts mostlikelytoenjoytraveltoSanLuisObispoCountywhentheyare a)Activelysearchingtravelopportunities b) Searching the internet c) Searching using an app •Followprintstrategyinfocusingonsitesandelementsthatdeliveredabroaderaudience versus niche oBroaderaudienceallowsforhigherawarenessofVSLOCmessage oNichecanbeaddedatafuturedateorbehaviorallyifneeded •Focusontargetedelementsthatensurereachtoleisuretravelerswithinourkeymarkets and demographics o Focus on sites that reach frequent travelers and contain a high level of travel content o Leverage higher click-through rate of mobile to reach audiences that frequently book travel via cellphones and tablets oBreakthroughclutterbyleveragingtelevisioncreativeviapre-roll •Createahighlevelofoverallimpressionstoprovidequalitydigitalopportunities for co-op partners •Utilizeretargetingtonurtureengagementandpushsitevisitorstotakeaction andenticeconversion


Co-opAbroad-reachingco-opmediaplanwillallowCountystakeholderstopresenttactical,shoulderseasonmessagestotargetedconsumers,framedbycomplementarybrandmessagingaboutthebeautyandothercoreattributesoftheCounty.Thiswillnotonlyhelpstakeholdermessagesdemandpageorscreenattention,butwillprovideDMOsandotherCountystakeholderswithsubstantialeconomiescomparedtonon-co-opplacements.Opportunitiesarevariedandinclude: •Majormagazineco-opaspartoffullpage,4-coloradsinSunset SoCal, Sunset NorCal,

Westways, VIA and AARP •Keymarketnewspaper½page4-coloradsinLos Angeles Times, Orange County Register

Bay Area News Group, San Francisco Chronicle, Fresno Bee, and Bakersfield Californian

•Networkdigitalbanneradvertisingacrossbothmobileanddesktopplatforms •Monthlyimpressionpackagesofferedtoco-oppartners: o500,000 $2,394 $4.80CPM o250,000 $1,247 $5.00CPM o100,000 $559 $5.60CPM •Purchasedpackageswillincreaseoveralldigitalimpressionsand augment overall digital media spend •Numberofpartnersisunlimited •Packageoffering: oDevelopmentofbannerad(1/3VSLOC,2/3co-oppartner) o Impressionstorunacrosslargernetworkbuy ▪Behavioraltargetedtoleisuretraveler ▪Demographicandgeographictargeted

AllpartneradplacementswillbeplacedthroughCatalystMarketingCompanytoprovidetrackingonoverallcampaignresults.

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Other

Weekend Sherpa •EstablishstrongpresencewithoutdoorenthusiastsinSFandLAareas •WeekendSherpaspeakstoenthusiastswholovetotaketripsandplanoutdooradventures •Leveragecustomadvertorialopportunities o Content focus established by VSLOC oWrittenbyWeekendSherpawriterstoprovidecontinuity oPagelinkscansendreaderstovariouspagesofVisitSanLuisObispoCounty.com •WeekendSherpatooffer“TheUltimateSanLuisObispoCountyGetaway” oWeekendSherpawriterstovisitSLOCountyandexperiencegetawayfirsthand oWriterswillcoverexperienceinspecialeditorialissueofWeekendSherpa oSpecialphotoalbumcreatedwhichwillbesharedviasocialmedia o Experience to be discussed on KFOG radio oWeekendSherpatopayalltravelexpenses

Niche Market Contingency •Asmallcontingencybudgethasbeenheldfornichemarketsupport •NichemarketwouldneedtofollowoverallstrategyofelevatingtheCountyasawhole •Potentialnichemarketsconsidered: o Pet-Friendly o Mountain Biking o Hiking oWine o Beach o Dining

Crisis Management ContingencyInordertoestablishflexibilitywiththemediaplanintheeventElNiñohitsSanLuisObispoCountyharderthanexpected: •MediaislookingtobookQ4onlyatthistime • Avoid sell-out period around holidays •Q1mediatobeplannedbymonthtoprovidenecessaryflexibility •TVandradiodollarscanbeshiftedtoonline •Avoidtwoweekcancellationrequirements •Printhaslongerlead-times,canmovelocalnewspaperplacements

Social Media SocialmediawillplayakeyroleintheadvancementoftheVSLOCbrandandtacticalgoalsofincreasingawarenessofSanLuisObispoCounty,drivingtraffictoVisitSanLuisObispoCounty.com,drivingdemandandbookingsforovernightstays,andcultivatingrelationshipsandloyaltieswithvisitorstoincreaseshareofwallet.


Targeted BehaviorsAll Frequent TravelersPersonal Travelers (US)

FamilyVacationsLeisure Travelers

Intender-AnyDestinationIntender- Beach

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Goals •GrowSocialMediafollowersandengagement: o Facebook 20% o Instagram 10% oTwitter10% o Pinterest 15% o YouTube 100% •ShowcaseaspecificareainSanLuisObispoCountyeachweekthatfollowersmaynothave knownabout,highlightingtheuniquedestinationsthroughoutthecountyandgivingeach DMOadditionalvisibility •Utilizeweeklypromotionstoincreaseengagementandgrowconsumerdatabase •PlacepaidFacebookadsandboostFacebookpoststosupporttheexistingVSLOCsocial mediacontentincreasingtheeffectivenessofthesocialmediaeffortsandcreating preference for VSLOC •ShowcasethediverselandscapeofSanLuisObispoCountywhileadoptingatoneof “explore the undiscovered” and encouraging fans to “discover” and “explore” all there istodowithintheregion

StrategyInordertocreateawarenessofeachVSLOCactivesocialmediachannel,across-pollinationstrategywillbeutilizedultimatelyresultinginmulti-channelfollowersforincreasedengagementthroughthefollowingkeystrategies: •AllpaidsocialmediawilltargetSanFrancisco,LosAngelesandFresnoDMAs oSanFranciscomarketwilltargetSantaClara,SanMateo,AlamedaandSolanoCounties oLosAngelesmarketwilltargetLosAngeles,OrangeandVenturaCounties oFresnoDMAadswilltargetFresno,Madera,Merced,Mariposa,Kings, TulareandKernCounties o(AccordingtoScarboroughdataallcountieslistedabovearethestrongestfordrawing SanLuisObispoCountyvisitation) •Targetaudiencewillbe30+yearsofageandhaveayearlyHHIof$75K+ ($50K+ for the Central Valley market) •MultipleFacebookadswillbecreated,testingtheeffectivenessofthecreativeand messagingalongtheway •Utilizecross-pollinationacrossallchannelstoincreasetheVSLOCsocialfootprinttoensure reachofthefullspectrumofdemographicsutilizingsocialmedia •FacebookAdswilltargetthefollowingbehaviors:


MeasurementsVSLOCwillutilizeacomprehensivesocialmediareportingapproachtodetermineitseffectiveness.Measurementswillinclude: •Socialmediametricsthatwillbeprovidedeachmonthacrossallsocialmediachannels •DetailedreportingofFacebookadcreativeorCallToAction(CTA)andhowitisperforming withtargetaudienceswillbeprovidedmonthlytodeterminefuturecreativeandmessaging •Afterthreemonths,anevaluationoftheVSLOCpaidcampaignswillbeconductedtoensure theyareperformingatoptimumlevels.Thislevelwillbeusedtocreateabenchmarkforfuture socialmarketingcampaigns.Shouldpaidcampaignsperformbeyondexpectation,dollarscan bereallocatedintonewmarketstoexpandsocialmediareach(i.e.LasVegasandPhoenix)

TacticsInordertoeffectivelyexecutethesocialmediaplanthefollowingtacticswillbeputinplace: •PaidFacebookadsandboostedpostswillsupporttheexistingVSLOCsocialmediacontent toincreasetheeffectivenessofthesocialmediaeffortsandcreatepreferenceforVSLOC. TheidealtravelerwillbetargetedutilizingFacebook’sadvancedadvertisingfeatures.All campaignswillbemonitoredtoensuretheyareperformingasexpected •Utilizingweeklypromotions,eachsocialmediachannelwillbeleveragedasaportaltoenter thepromotions,i.e.“Likeandprovideyourinformation”toenteronFacebook,“Mention afriend”toenteronInstagram,“Retweetthispost”toenteronTwitter.Weeklypromotions willberotatedsothateachchannelreceivesthesameamountofexposure.Announcements ofwheretoenterthemonthlypromotionswillbeconveyedoneachsocialchannel.For example,ifthemonthlypromotionisexecutedonTwitter,thenwewouldpromotethecontest onFacebook,PinterestandInstagram

Thefollowingarethepotentialreachineachmarketonsocialmedia: •SanFrancisco–430,000people •LosAngeles–630,000people •CentralValley–93,000people •LasVegas–195,000people* •Phoenix–260,000people* •TotalPotentialReach–1,608,000people*IncrementalexpandedreachinLasVegas&Phoenixpredicatedonaddingredirectedbudget dollars to social media budget


Public RelationsSanLuisObispoCountyboastsawidevarietyofyear-roundactivities,attractionsandthingstodo. Itisadestinationlikenoother,providingaccesstogorgeousbeaches,scenicwinecountryandstunninggeography,nottomentionfantasticdiningoptions,terrificsight-seeing,funeventsandshopping.Putsimply,SanLuisObispoCountyofferssomethingforeveryone.

Itisthisimpressivebreadthofattributesthatapublicrelationsprogramshouldbebuiltupon.TheidealPRcampaignwillincreaseawarenessforVSLOCatregional,stateandnationallevelswithemphasisonthearea’svastactivitiesandappeal.Utilizingacomprehensivemediarelationsprogramdesignedtoinformandeducateaconsistentflowofpressreleasestowardstargetedmediawillgeneratefar-reachingcoverageacrossavarietyofmediaoutlets.

GoalsThegoalsofthePRplaninclude: •Research,developandmaintainamastermediaeditorialcalendarlistfromwhichCatalyst willmonitoreditorialcalendarsinanattempttoensurethatSanLuisObispoCountyisnot leftoutofanyrelevantplannedstories •Catalystwilldevelop,andkeepupdated,apresskitforVSLOC.Thepresskitwillbeasoft copyfromwhichhardcopiescanbeprintedasneeded(i.e.–forevents,meetings,etc.). Otherwise,themediatypicallypreferelectroniccopies •Developanewspipelineofpressreleasestobedistributedthroughouttheyear,focused ontellingtheSanLuisObispoCountystory,leadingtoincreasedawarenessand additionaldemand •Host2-4individualmediavisitsperquarter;or6-8mediaperorganizedgroupvisit •Conduct1-2perregionalmarketdesk-sidebriefingsperquarter •CreateaTourismForumallowingmediathatdoesnothavethebudgettotravelto destinations,butwhoseeditorialguidelinesprohibitthemfromacceptingpaidtravel, andexceptiontotravelasaneventspeaker • Consistently reply to media inquiries received through the Visit San Luis Obispo County website,HAROandothermedialeadsources •SubmitstoryrequestsandcontentideasthroughtheVisitCaliforniaWebsite • Respond to Visit California media FAM trip leads and requests •WiththeassistanceofCatalyst,developandmaintainaninternalmediatrackingsheet •AttendandpitchSanLuisObispoCountyatmediabriefingeventsinpartnership withVisitCalifornia • Create and maintain a Digital Asset Management system to house all media assets forpublicrelationsrequests


StrategyCatalystwillutilizeacomprehensiveapproachtogetstoriesplacedandraiseawarenessforSanLuisObispoCounty.InordertodeliveronthePRplan’sgoals,theagencywillemploythefollowingkey PRstrategies: •PromoteSanLuisObispoCountyastheidealyear-rounddestinationforavarietyof audiencesincluding,butnotlimitedto: o Families o Sports/outdoor enthusiasts oFood/wineenthusiasts o Couples/empty-nesters •ShowcasethewiderangeofattractionsandactivitiesinandaroundSanLuisObispoCounty innewandinterestingways: oHighlightuniquelocalpersonalitiesandbusinessesthroughmediainterviewsand socialmedia(craft/microbreweries,restaurants,hotels/motels,vacationrentals,B&Bs, RVParks,etc.) oSpotlightfocusonthearea’smainattractionsaswellassomeofthearea’slesser-known activitiestodriveinterestamongtargetedmedia(i.e.wine,hiking,running,cycling,etc.) • Developspecializedtravelitinerariesthatappealtospecificaudiencesdesignedtodrive interestamongidentifiedmediasegments •Establish/increasemeaningfulpartnershipsthatcomplementvisitationtoSanLuisObispo Countyandmediacoverageofthedestination •Developcreativestoryideasthatcaneitherbecraftedintocompellingreleases,orpitchedby phone/e-mailtotargetedmediatoenticethemtovisitthedestinationand/orwriteastory •Targetnationaltier-onetravelmediaanddigitalinfluencerstovisitSanLuisObispoCountyfor speakingengagementsthroughthesponsorshipofatravelforumallowingthemtostayinthe destinationandexperiencetheCounty

Monitoring/Measurement CatalystwillmonitortheeditorialcontentofmediasourcesonacontinuingbasisasatooltoidentifymentionsofspecificreferencesrelatedtoSanLuisObispoCounty(i.e.,names/brandsassociatedinpromotingthedestinationsuchascities,specificbusinesses,keyindividuals/spokespeople,targetedevents,attractions,etc.),trackthesuccessofnewsreleases,benchmarkperformance,managebrandreputation,gatherindustryintelligence,andidentifynewopportunities.

Catalystwilltrackallactivityandresults,tobedeliveredattheendofeverymonth.Reportingwillincludedetailsonspecificmediaoutreacheffortsaccompaniedbyastatusandnextsteps.Mediaresultswillincludepublicationnamearticledetails,aweblink,ifavailable,andahardcopy.Sourcesusedinclude:NUVI,MeltwaterNews,aswellasGoogleNewsAlerts.

Catalystmeasuresandreportsmediaresultsinthreeways: • Mentions–anumberthatshowcaseshowmanytimesVSLOChasbeenmentionedina giventimeperiod,andusefulforfiguringoutthatyourPRisworking • Audiences–oneofthemostreliableaudiencemeasuresiswebsitetraffic,whichprovidesa senseforhowmanypeoplearefindingVSLOCbyanymeansonline • Impressions–alsoknownascirculation,orthetotalnumberofreaders/listeners/viewers fromanygivencoverageresultingfromPR


Press Release Deliverables: One per month average •6-8storiesthatcouldbedevelopedintopressreleases,pitches,etc. •2-3nationalstoriesperquarter • 1-2 regional stories per quarter

Media Familiarization Trips Deliverables:2-4individualmediavisitsperquarter;or6-8mediaperorganizedgroupvisit

Desk-Side Briefings Deliverables: 1-2 per market per quarter

TacticsCatalystwilldevelopanewspipelineofpressreleasestobedistributedthroughouttheyear,alwaysdistributeddirectlytomediabyCatalyst,andinsomecaseswherethenewsvalueofthepressisgreater,throughanewswireservicesuchasPRNewswire,asalreadycontracteddirectlybyVSLOC.Thelistmayconsistofseasonaloccurrencesandothernewsandinformationofinteresttovisitorsandmediaalike.Plannedpressreleasethemesthroughouttheyearcouldinclude: •Developmentof6-8keystoriesthatcanbetransformedintopressreleases,pitches,etc. oPitch2-3nationalstories(Condé Nast Traveler, USA Today,etc.)perquarter o Pitch 1-2 regional stories (Los Angeles Magazine, Los Angeles Times,

San Francisco Chronicle, 7X7,etc.)perquarter • January/February–RestaurantMonth/WinterGetaway,Valentine’s/RomanticGetaway (featuredhotel/activitypackages) • March/April–EasterEvents/SpringGetaway(featuredevents,activitiesandhotelpackages) • May/June–PlanningthePerfectFamilyVacation(beaches,biking,hikingandotherfamily activities);What’sNewinSanLuisObispoCounty(wineries,breweries,otherbusinesses,etc.) • July/August–SunsetSAVORTheCentralCoast • September/October–HiddenSecretsoftheCentralCoastWineCountry (highlight seasonal events/wineriessurroundingharvest/crush) • November/December–HolidayMagicinSanLuisObispoCounty

Media Familiarization Trips–OneofthebestwaystoinfluencecoverageforSLOCistohavemediavisittheareafirsthandtoexperiencearangeofactivities,accommodationsandattractionsrelevanttotheirreadership.Catalystwouldidentifyandqualifymediatovisitthedestination,eitherindividuallyorasagroup,anddevelopanitinerarydesignedtoexposethemtolocalattractionsandaccommodationsconsistentwiththeirstatedinterests.

Visit California Media Events–VisitSanLuisObispoCountywillworkcloselywiththestatemarketingorganizationtosupportregional,nationalandinternationalpresseventsinmarketslikeLosAngeles,SanFrancisco,NewYork,TexasandCanada.

Desk-Side Briefings–AnotherwayofexposingSanLuisObispoCountytotravelwritersistotaketheshowtothem,especiallyifthey’renotwillingorabletotraveltothearea.Whetherleveragingplannedtravelorasastand-aloneevent,wewouldbookmeetingswithtargetedtravelwritersinspecificmarkets,allowingtheopportunityforsomequalitytimewiththoseinapositiontowriteaboutSanLuisObispoCounty.


Tourism Forum–Today’stravelmediafaceadilemma:theydonothavebudgetstotraveltodestinations,andtheireditorialguidelinesprohibitthemfromacceptingpaidtravel.Oneexceptionallowstravelwriterstoparticipateineventsasspeakersand/orpanelists,inwhichtheycanacceptpaidtravelaspartoftheevent.Toattractnationaltier-onetravelwriterstoSanLuisObispoCounty,mostofwhomresideinNewYork(Travel + Leisure,Condé Nast,etc.),weproposesponsoringatravelforum.Theeventwouldbeopentoabroadrangeofpeopleinthetravel/tourismindustry,andcouldgeneraterevenueintheformofregistrationfeesandsponsorships.Mostimportantly,wewouldhaveacaptiveaudienceoftravelwritersstayinginandexperiencingthedestination.

Reporting–Catalystwilltrackallactivityandresults,tobedeliveredattheendofeverymonth.Thereportwillincludedetailsonspecificmediaoutreacheffortsaccompaniedbyastatusandnextsteps.Mediaresultswillincludepublicationnameandarticledetails,alongwithaweblink.

Travel TradeAnaggressivenewTravelTradeprogramiscurrentlyunderdevelopment.TheprogramwillfocusonincreasingawarenessandgeneraldemandforSanLuisObispoCountyacrossalltravelproviderchannelsincludingtouroperators,receptiveoperators,meetingandconferenceplanners,retailagents,travelnetworks,OTAsandwholesalercompanies.Includedaretheplanneddevelopmentofcompellingverticalmarketelectronicandprintedcollateral.

Meeting and Conference TheSanLuisObispoCountyMeetingandConferencesegmenthasseenanupwardtrendin recent years.ItishometowidevarietyofmeetingfacilitiesthatremainhighlyunknowntotheMeeting&ConferenceplanningcommunityoutsidetheCounty.Inordertoeffectivelyaccessthisbusinesssegment,VisitSanLuisObispoCounty(VSLOC)needstoeducateandinformmeetingplannersofthebenefitsofholdingmeetingsinSanLuisObispoCounty.VSLOCwillparticipateintradeshows,utilizeassociationmembershipstotheirfullestandconductsalesmissionsintoregionalmarkets,expandingtoareasnotyettouched.

Goals •Conductmeetingspaceaudittodeterminecountywideinventoryandassets •Developmeetingspacematerials,hardandsoftcopy,forusebymeetingplanners •Participateinregionaltradeshowsandsalesmissionstogainexposureandgrowsegment •Developandcultivaterelationshipsthroughregionalassociationmemberships •Produce100+newleadsannually •Procure10+familiarizationtipsannually •Prospect25+newmeetingandconferenceplannersaweek

Strategy

BydevelopingandcultivatingVSLOC’sregionalassociationmembershipsVSLOCwillprospectandmarkettotheirdatabases.UsingCaliforniaSocietyofAssociationExecutives(CalSAE)asanexample,wewillparticipateintheirtradeshow,followupposttradeshow,prospectmembershipdirectory,utilizeeducationalsessionsandsponsoreventstogrowthemeetingandconferencesegment.VSLOCwillsecureandmaintainmembershipswithCalSAE,MPIInternational(NorthernCaliforniaandSouthernCalifornia)andHSMAI(BayArea,LosAngeles,OrangeCounty.)


Regionalmarketpresenceisatoppriorityandhasthegreatesteffectonreachinganddevelopingrelationshipswithkeymeetingplanners.VSLOCwillconductmultiplesalesmissionsintofeedermarkets:BayArea,Sacramento,CentralValley,LosAngelesandOrangeCounty.Duringthesalesmissions,VSLOCwillutilizeassociationmemberships(CalSAE&MPI)tohostlunches,sponsoreventsandshowcasethedestination.VSLOCwillbeginbytargetingmeetingandconferencesbusinessintheareasofIncentive,Agricultural,Religious,TechIndustryandAssociation.

WiththepassageoftheTMDandaccesstofundingthathasnotpreviouslybeenavailable,VSLOCwilldeepenregionalTradeshowparticipationinordertopenetratethemarket.

TacticsTradeshowattendanceincludinganindependentandco-oppartnerpresence,combinedwithconstant follow-upwillassistVSLOCingrowingthissegment.In2015/2016VisitSanLuisObispoCountywillattend: •CalSAESeasonalSpectacular–December2015 •SmartMeetingsNorthCalifornia–January2016 •MPINorthernCaliforniaExpo–February2016 Infutureyears,VSLOCwillalsoconsiderthefollowingMeetingandConferenceshows: • IMEX America •WorldAgExpo • Cvent Connect • Going on Faith • BGTA

VSLOCwilldevelopaspreadsheetthatincludestheCounty’smeetingspaceinventoryandassets. Withtheseassetsknown,VSLOCwillproducemeetingspacecollateraltobeutilizedonthewebsite, attradeshowsandonsalesmissions.

Measurements

VSLOCwillinitiallymanuallytrackalleffortsfortradeshows,salesmissions,associationmemberships,leads,FAMtripsandprospectingthroughaspreadsheetreportingformwithmonthly,quarterlyandannualroll-up.

Inthefuture,amorerobustreportingsystem,tiedtoanewestablishedCRM,willbedeveloped.


Tour and TravelVisitSanLuisObispoCounty’smissionforthetourandtravelmarketistoraisedomesticandinternationalawarenessoftheCountyasadestination,notingthatitisnotjustastopoverbetweenLosAngelesandSanFrancisco.TheCountyholdsawidevarietyofdestinations,activitiesandlodgingpartnerstofillmultipledayitineraries.SellingourCoastal,Cultural,Culinarypillars,mixedwiththepathlesstraveledideologies,willgiveSanLuisObispoCountyanidentitythatithasnotpreviouslyheld.

Goals • Produce 150+ leads annually •Procure10+familiarizationtripsannually •ParticipateinTourandTraveltradeshows •StrengthenrelationshipwithVisitCalifornia,participatingininternationalco-opsalesmissions •Produce500-1000newroomnightsintheCounty.Themainfocusofthesenewroomnights willbeoff-peakseasonNovember–March;andweekdays,outofsummer. StrategySalesmissionswillbeatoppriorityforthissegment.UtilizingourpartnershipwithVisitCaliforniatocapitalizeoninternationalsalesmissions,manyofwhichwehavenothadtheabilitytoattendinthepast,wewillbegintogrowthismarketsegment.Wewillco-oponsalesmissionsintoChina,MexicoandCanada.Salesmissionswillfacilitateface-to-facemeetingswithinternationalproductmanagersthatoftendonothavetheopportunitytovisittheCountydirectly.WewillutilizeourmembershipwithNationalTourAssociationtoprospectanddevisesalesmissionstodomesticoperators (LosAngeles,BayArea,Sacramento,PhoenixandLasVegas)andinternationalreceptiveoperators(throughVisitCalifornia).

Tradeshowparticipationhaslongbeenthestaplesaleseffort.Theseeffortswillcontinuewiththenewabilitytocouplethetradeshowwithamarketingpresenceduringshows,preandposttrips.VSLOCwillreviewsponsorships/marketingideas;tradeshowdirectoryads,bannerslocatedontradeshowfloors,sponsorlunchesandeducationalsessionsfortheshowstheyattend.Preandposttradeshow,VSLOCwilllooktohavemarketingpresenceintradeshowemailblastsandcollateral. Eachshowwillfollowastrictsalescyclestrategy:attend,qualify,follow-upandgenerateleads.

TacticsIn2016,VSLOCwillattend: •NTA–February2016 •GoWestSummit–February2016 •IPW–June2016

VSLOCwillcontinuetobuilditsrelationshipwithVisitCaliforniabyparticipatingintwointernationalco-opsalesmissionsandhostingFAMtripsintotheCounty.


MeasurementsVSLOCwillinitiallymanuallytrackalleffortsfortradeshows,salesmissions,associationmemberships,leads,FAMtripsandroomnightsthroughaspreadsheetreportingformwithmonthly,quarterlyandannualroll-up.

Inthefuture,amorerobustreportingsystem,tiedtoanewestablishedCRM,willbedeveloped.

SMERFE Beinganaffordableandrelativelyeasytotraveltodestination,SanLuisObispoCountyhaslongbeenknownasagreatlocationfortheSMERFEmarket.Traditionally,thetopfeedermarketforthesesegmentshasbeenCentralValley,California.Inrecentyears,theCountyhasseengrowthofinterestfromotherareasinCaliforniaandneighboringstates.VSLOCwillfocusitsattentiononthefeedermarketsofSanFrancisco/BayArea,LosAngeles,OrangeCountyandSanDiego.Out-of-statefocuswillbeonArizonaandNevada.

Goals • Produce 100+ leads annually •ParticipateinSMERFE&Consumerbasedtradeshows •Add300+newemailstodirectmarketinglist • Run 4+ email campaigns annually

StrategyVSLOCwillparticipateinconsumershowsthatfittheCounty’sassetsandpillars.ThestrategyinattendingthesetradeshowsistomaintainandraiseconsumerawarenessthatSanLuisObispoCountyisatopdestinationwhileobtainingcustomeremails.

Tactics In2016,VSLOCwillattend: •SanFranciscoAdventureTravelShow–March2016 •WeddingshowslocatedinLosAngelesandBayArea(TBA) •PomonaCarShow–June2015

TherewillbeacalltoactionduringthesetradeshowstodrivetraffictotheVSLOCwebsite.Customeremailswillalsobecollectedduringshows.

Measurements VSLOCwillparticipateinfourconsumertradeshowsthatfitourdestination.Attendanceatthesetradeshowswillproduce300+newemailaddressleadstobeincludedintothe4+emailmarketingcampaignsthatVSLOCwillrunduringneedperiods.Theseeffortswillultimatelygenerate100+leadsforourpartners.VSLOCwilltracktheseeffortsthroughfollow-upwithpartnersandleads.VSLOCwillcreatealeadcapturespreadsheetthatwillbereportedmonthly,quarterlyandannually.


TradeShows

January February March April May June July August September October November December

NTA-31st-5thAtlanta

*SFAdventure3/5-6

IPW18-25*NewOrleans

Going on Faith8/19-11 CA

IMEX*10/18-20

CalSAE*TBA

SmartMeetingsSF - 6th

MPINCC*10th - SF SanJose-CC Cvent - TBA GBTA*16-20 Collaborate

Market 8/25-27SmartMeeting

TBA

WorldAG9-11CA Tulare

GoWest22-25AK

Sales Missions & Training

Visit CA Mexico18-21

Visit CAChina10-15

Visit CAAus/NZ

MPINorthSac Sacramento MPIBayArea*

MPILA Sacramento

Industry EducationalSymposium




Prospecting/FollowUp

CalSAEFollowUp

NTAFollowUp

IPAFollowUp

Tactical Calendar


Partnerships & PromotionsCatalystwillseektoidentifyandengageexternalpartnerstofeatureSanLuisObispoCountyintheirmarketingorpromotionalmessagesinordertoextendtheVSLOCbrandmessagethroughpartners’mediachannels,andalsoelevatetheCountybrandbyassociation.

Marketingpartnershipsaredevelopedtounlockamarket’sfullpotentialbybundlingspecificcompetenciesorresourcesfromtwoormorecompanies.Wewillachievetruesuccessthroughourmarketingpartnershipsbycreating“win-win-win”situations,wheretheCountyandourpartnersalongwithcustomers/visitorsreceivesomethingofvalue,withbothcompaniesrecognizingthefollowingobjectives: •Buildingupbrand,image,andtrafficbyimplementingjointorexchangecommunication •Gainingaccesstonewmarketsandcustomersbyaddressingthepartners’customers •Increasingcustomerloyaltybyaddressingcustomerswithvalue-addedofferings •Reducingmarketcostsbybundlingorexchangingmarketingmeasures

IncollaborationwithVSLOCleadership,Catalysthasdevelopedanumberofpotentialpartnerships.Theseinclude: • Clif Bar • Enterprise • Chevron • REI • Save Mart • Albertsons • Ralphs • Vons • Subaru •Jeep • Chevrolet • Ford • Hidden Valley Ranch • Levi’s • San Francisco Giants • Coca-Cola •NewBalance • CamelBak Otherpotentialpartnershipideasarebeingexplored.


BevMo (Beverages & More liquor retailer) •ThereispotentialtodoapromoonSanLuisObispoCountywines •ConsumerswhomakeaqualifyingpurchaseofwinesfromSanLuisObispoCounty wouldbeenteredtowinavacationintheCounty

Meritage Wine •GetwineriesfromallovertheCountytocontributewinestocreateauniqueblendthatis trulythe“tasteandtoastofSanLuisObispoCounty.” •PotentialtodrivediscoverythroughwineretailersandratingorganizationslikeWine Spectator

•Includehang-tagsonbottleswithoffersfromstakeholdersfromtheregion

San Luis Obispo County Photo Shoots • Patagonia •Raiderettescalendar • 49ers Gold Rush calendar


Monitoring & Reporting

VSLOC’sdestinationmarketingeffortswillbemonitoredcontinuously.

Key Measurements 1.(TOT) Transient Occupancy Tax–Monthlytrackingandfiscalyear-to-yearcharting

2.Lodging Statistics(viaSTRReports)–VSLOChotelbookingmetricsasreported/ collectedbySTRshowingweekoverweek,monthovermonthandyearoveryearby percentagegrowth.TrackingmetricsfromSTRinclude: a) Occupancy b)ADR–Averagedailyrate c)RevPAR–Revenueperavailableroom

3.Website Analytics–Reportingofcriticalmonthlyandannualwebsitemetricswithyear over year comparison a)Uniquevisitation b) Bounce rates c)Lengthoftimeonsite d) Page visits e)Trafficsourceoverview–listsallorganicandpaidsourcesofwebtraffic f) Visits by state and DMA g)Mobiletrafficanddevicesource/type h)TopkeywordsearchAdWords.IncludeCPCcostwithconversion(ifapplicable) i) Booking engine report

4.Customer Relationship Management (CRM) a) Monthly unique visitors that click thru to booking engine b)Monthlyemailaddresssign-ups(bymonth)fordatabasegrowthtracking c)Mailingaddressfordatabasegrowthtracking d)E-newslettersign-ups

5.Social Media–Analyticstrackingfollowers,sharing,conversations,influencers,etc. forFacebook,Twitter,Instagram,Google+,YouTubeandPinterest

6.Monthly Reports–Digitaladvertisingtracking

7.Guides–Visitorguiderequesttrackingbysource(monthandyear)

8.Events Calendar–VSLOCeventsusedforcomparisonagainstmediabuys,weather andtrafficreports

9.Public Relations–GalleryofpostedstoriesandarticlesaboutVSLOC,publishedasresult ofsubmissionsandearnedmedia.Organizedandsearchablebypublisher:Outdoor, VIA, TripAdvisor, Travel+Leisure,etc.

10.Airline Arrivals–FromSanLuisObispoCountyRegionalAirport–trackingfly-invisitors


The “Dashboard”Catalystwillbebuildingacloud-basedmonitoringdashboardforVisitSanLuisObispoCountythatwilltrackthesemeasurementpointsaswellasothersthatwillbeidentifiedbytheVSLOCmanagement.

ThiswillallowVSLOCtotrackallthekeymetricsforevaluatingprogressandgrowthinbothdigitalandtraditionalmedia.Latest“ataglance”statswillbeavailablesecurely24/7toVSLOCleadership.

AsnapshotoftheVSLOCDashboardreportingtoolisshownbelow.


Research

Inspring2016,VSLOCwillconductmultipleresearchprojectstoserveasafoundationforfuturebrandingandmarketingefforts.

Goals •Completeastatisticallyreliabledemographicandpsychographicprofileofcurrentvisitors andtheirshare-of-walletspendinSanLuisObispoCounty •CompleteaBrand/DestinationAwarenessStudyinfeedermarketsofSanFrancisco(DMA) andLosAngeles(DMA)tounderstandwhypotentialvisitorschooseordon’tchoose SanLuisObispoCountyasadestination

Strategy •Selectandhireanexperiencedtourismresearchcompanytoconductdemographic, share-of-walletandawarenessresearchstudiesforSanLuisObispoCountytodeliverkey findingsforfuturebrandingandmarketingefforts

Tactics • Issue Research RFP • Select and hire an experienced tourism research company •Conductdemographic,share-of-walletandawarenessresearchprojectsduringQ22016

Measurements •SuccessfullycompletedstudieswillrevealkeyfindingsthatwillassistVSLOCinthe development of a long-term branding strategy


Media Budget

27

VISIT SAN LUIS OBISPO COUNTY 1334 Marsh Street

SanLuisObispo,CA93401(805) 541-8000

www.VisitSanLuisObispoCounty.com

Documents

2015 - 2016 MARKETING PLAN€¦ · Visit San Luis Obispo County – 2015-16 Markeng Plan Markeng Plan 1 Goals The purpose of the 2015-2016 Visit San Luis Obispo County (VSLOC) Markeng