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Home My WebLink About06-10-2009 PCC MinutesPromotional Coordinating Committee Minutes Wednesday, June 10, 2009 5:30 pm City Hall Council Hearing Room 990 Palm Street CALL TO ORDER: Chair Cate Norton 5:30 pm PRESENT: T. Conner, Babb, Kinney, Davis, J. Conner, Rizzo STAFF PRESENT: Brigitte Elke, Principal Administrative Analyst PUBLIC COMMENT There was no public comment. CONSENT AGENDA ACTION: Moved by Kinney/J. Conner to approve the consent agenda as presented. Motion carried 7:0 PRESENTATIONS 1. QUARTERLY REPORT – VERDIN MARKETING, INK. Given that this was the last report on the advertising contract with Verdin Marketing, Ink, Kathy McGrath recapped the various campaigns and marketing efforts they had launched over the past two years. The campaigns started out with print and online efforts, but given the first results, the strategy changed to focus more on online campaigns. Search Engine Marketing (SEM) and the monthly e- newsletter became center pieces of the advertising campaign. Over the two years, the SEM campaign generated 2,600 leads with a cost of $21.03 per lead. The e-newsletter recipient list grew from 12,128 to 26,292 active emails with a 95% retention rate. Outdoor events lead the list in click- through rates as 40% of recipients favored this topic, followed by cultural events (32%) and culinary/wine events (28%). The online survey Verdin conducted saw 873 respondents of which 61% came from California and 45% said that they had visited SLO. Over the two years, 19,882 fulfillment packages were sent to requesting parties. BUSINESS ITEMS 1. GRANTS-IN-AID ALLOCATIONS FOR 2009-10 – REVIEW WITH APPLICANTS Cate Norton thanked the representatives of the organizations present for their commitment to the community and their hard work every year. She explained that each applicant would be given the possibility to address the committee regarding the current recommendations for funding. She then started the meeting by calling out each organization. Most representatives addressed the committee and voiced their gratitude for the allocation. They all understood the difficult financial situation of the City and were very appreciative of the funding available to them. The Downtown Association (DA) had five representatives speaking to its proposed event, urging the committee to change its current recommendation of zero funding. They all felt that the proposed event would bring people downtown, who do not generally visit the Farmers Market. It would honor the veterans and mark a new annual event in a slow time of year. The DA plans to establish a subcommittee of veterans who would come up with the event marketing. After hearing all representatives, the committee resumed deliberation of the recommended allocations. They asked for several clarifications from the DA representatives and reviewed the proposed budget for the event. ACTION: Moved by J. Conner/Babb to allocate $2,000 in funding for advertising only to the Downtown Association and to recommend to Council funding of the 2009-10 GIA for cultural activities in the amount of $89,680 as established in the previous meeting. Motion carried 7:0 Organization Funding Request Proposed Funding for 2009-10 Committee Comments SLO Rugby Football Club $11,526 $3,800 On-&offline advertising & Farmers Market ARTS Obispo $12,000 $4,500 3 events at $1,500 each for advertising Central Coast Clean Cities $12,000 $3,000 Advertising only Cal Poly Allumni Assoc. $8,750 $ 0 Cal Poly Arts $7,500 $4,500 3 events at $1,500 each for advertising Cal Poly Multicultural Center $4,700 $1,800 Radio advertising & half of print Cal Poly Open House $12,000 $1,000 Postcards only Cal Poly Student L&L $5,175 $ 0 CC Autism Spectrum Center $5,229.50 $ 0 CC Children’s Choir $2,855 $1,500 Advertising only CC Writers’ Conference $3,500 $1,500 Advertising only City-to-Sea Half-Marathon $4,000 $2,500 Advertising in LA area Cuesta College Art Gallery $3,000 $1,150 No honorarium Festival Mozaic $12,000 $6,000 Media buy only SLO County Libraries $12,000 $2,500 Collaboration with Writers’ Conf. – together $4,000 for out-of-county advertising Foundation for the PAC $7,500 $ 0 Friends of Prado $5,000 $3,000 Advertising only GALA $5,000 $5,000 I Madonnari $7,500 $ 0 Jewish Community Center $4,002 $ 0 The Monday Club $1,400 $1,400 Pacific Horizon Chorus $3,000 $1,600 Advertising for annual show & youth festival only (Nov. & Dec. dates) SLO ALPHA $4,000 $1,000 Portion of advertising SLO Art Center $12,000 $6,000 National & regional advertising SLO Blues Society $2,650 $2,500 SLO County Band $3,000 $1,230 Promotion for concerts, no pre- promotion SLO Child Abuse Prevention $2,500 $1,500 On- and offline advertising Downtown Association $7,500 $2,000 Farmers Market is now self- sustaining; event within event. Needs new event outside of Farmers Market. SLO Film Festival $12,000 $9,000 Advertising & rack cards for tourist locations SLO Little Theater $6,772.50 $4,500 3 events at $1,500 each for advertising SLO Poetry Festival $1,600 $1,600 Must be used for advertising SLO Railroad Museum $5,000 $4,000 Statewide ad, Santa Barbara TV & electronic media SLO Symphony $12,000 $3,600 Portion of print cost SLO Vocal Arts Ensemble $6,700 $4,500 3 events at $1,500 each for advertising Sharing the Dream Festival $7,500 $1,500 For celebration event – must be in SLO City Transition Mental Health $5,000 $2,000 Only out-of-county advertising 2. ELECTION OF CHAIR AND VICE-CHAIR ACTION: Moved by J. Conner/Kinney to appoint Terry Conner as chair for fiscal year 2009-10. Motion carried 7:0 ACTION: Moved by Babb/Kinney to appoint Marco Rizzo as Vice-Chair for fiscal year 2009-10. Motion carried 7:0 This motion was approved after Jeanne Kinney and Cathie Babb declined their election for Vice- Chair. 3. 2009-10 CONTRACT The committee asked the marketing subcommittee to convene and establish a recommendation regarding the contracts currently considered in the budget. The committee would like to review and form a recommendation to Council in its July meeting. Staff will coordinate a date and time for this meeting. TBID Board Report John Conner reported that the TBID’s ad agency is currently working on the website architecture. The website is scheduled to launch in August 2009. Meeting adjourned at 6:10 pm.