HomeMy WebLinkAbout05-13-2015 TBID B1_ChamberProposals 2015-16
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Proposal to City of San Luis Obispo
Tourism Business Improvement District
April 2015
Customer Service, Availability and Public Relations
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Tourism Business Improvement District in order to strengthen San Luis
Obispo as an unforgettable place where visitors engage in a unique lifestyle they aspire to live,
become emotionally attached and return to for renewal.
Expertise: The San Luis Obispo Chamber of Commerce looks forward to building on our existing
strengths including a successful track record of promoting San Luis Obispo, strong relationships
throughout the community, extensive experience providing public relations and visitor services,
and powerful online reach.
Looking forward: For more than 40 years, the Chamber has worked with the City of San Luis
Obispo to improve the quality of life and economic vitality of our community. We continue to
seek new opportunities to deepen our partnership and further the understanding of San Luis
Obispo as an exceptional place to live and visit.
Proposals 2015-16
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Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
2014-15 Proposals 5
Summary 11
Proposals 2015-16
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Qualifications
The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of
strengths to assist the Tourism Business Improvement District in fulfilling its mission and
strategic direction.
• Direct relationships with nearly 1,450 local business members who represent more
than 34,000 employees throughout the county. These long-term relationships allow us
to work cohesively with local businesses to execute promotions, projects and media
visits.
• Constant interaction with visitors in our downtown Visitor Center. More than 75,000
visitors were personally greeted and assisted in 2014. The center, which is open seven
days a week, is staffed by visitor information professionals who are trained to answer
questions and accommodate requests of visitors and travel writers.
• Productive relationships with the media, rooted in our 40+ years of work in San Luis
Obispo public relations. We are the go-to resource for travel writers due to the strength
of the “Chamber of Commerce” brand and the strong relationships we have built
through the years.
• We have a nimble, responsive PR team, which is well informed about what is happening
in the city and is able to get journalists timely information and contacts.
• Long-term strategic alliances with local organizations and events that attract visitors
and enhance the tourist experience, including Hearst Castle, SLO Wine Country, Cal Poly,
Festival Mozaic, the PAC, the SLO Film Festival and more.
• Access to a library of more than 50,000 current and historical images of San Luis Obispo
and the surrounding area. The award-winning images have appeared in publications
such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San
Francisco Chronicle and many more.
• Connected with more than 385,000 unique visitors a year through our local websites
and engage with both locals and visitors multiple times a day in person, over the phone
and digitally.
• Produce and distribute a high-quality visitor guide on an annual basis that highlights the
assets of the city and surrounding areas and supports our media relations. Each year the
guide contains current information as well as new photos of the best things to see and
do throughout San Luis Obispo County.
• The Chamber continues to stay on top of the trends in tourism marketing, working with
regional, statewide and national partners to identify and act on emerging trends and
best practices.
Proposals 2015-16
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Project Team
The SLO Chamber has an experienced, professional staff of 18, who work together to execute
projects to completion with a track record of success. The key team members who will lead the
work for the Tourism Business Improvement District include:
Pam Roberts
Visitor Center Manager
Pam Roberts is responsible for making sure everyone who comes in contact
with the Visitor Center staff, whether by phone, e-mail, or in person, is
provided with friendly, helpful and knowledgeable assistance. Joining the
Chamber in 2014, she brings years of experience managing the Visit
California Welcome Center in Pismo Beach.
Molly Kern
Marketing Coordinator
Molly Kern leads the tourism PR efforts for the City of San Luis Obispo,
working closely with local, national and international journalists to share the
“why” San Luis Obispo is a wonderful place to vacation, live, work and
generally enjoy life. She joined the Chamber in December 2012.
Melissa Godsey
Marketing Director
Joining the Chamber staff in 2014, Melissa Godsey leads the Chamber’s
marketing team, specializing in using social media to enhance the region’s
tourism promotion efforts. Godsey’s prior professional work includes
marketing roles at Rosetta, iFixit and Apple.
Aaron Lambert
Communications Director
Aaron Lambert manages and produces the Chamber’s website content,
including blogs, photographs, videos and social media entries as well as all
editorial for printed Chamber materials. A professional photographer,
Lambert’s work has appeared in The New York Times, the Los Angeles
Times, The Washington Post and USA Today among others.
Ermina Karim
President / CEO
Ermina Karim’s focus is on helping local businesses thrive. She brings her
professional experience and personal passion in economic development to
assisting on the contracts with the TBID and PCC. In addition, she has an
extensive background in journalism including as a local reporter for The
Tribune as well as many years in both print and online media in New York.
Proposals 2015-16
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TBID-Specific Telephone Fulfillment & Availability Assistance
To further enhance the customer service and friendly experience for visitors to our region, the
Chamber is proposing to continue its current contract with the TBID in which the Chamber
provides a TBID-only phone line with a ‘live’ person answering the phone and ‘hotel availability’
service to assist visitors seeking a hotel room during our busiest times and help TBID properties
fill vacant rooms. We would like to propose enhancements in this coming year that can further
the TBID’s goals and maximize exposure of the TBID’s new booking engine.
The 1-877-SLO-TOWN number, which is a dedicated phone number that serves as a response
tool to the TBID’s advertising efforts and digital presence, creates the option for a ‘real’
planning experience, namely connecting with someone to talk to and answer questions.
The telephone number, 1-877-SLO-TOWN, is a separate line that rings into the Chamber and is
for TBID use only. 1-877-SLO-TOWN is answered by a Visitor Center employee during the hours
of operation and includes voicemail for after-hours in which calls are returned during the next
day’s hours of operation. The Visitor Center is open seven days a week, 55 hours a week,
Sunday-Wednesday, 10 a.m. – 5 p.m. and Thursday-Saturday, 10 a.m. – 7 p.m.
In addition, the Chamber provides a “hotel availability” service for the TBID. Visitor Center staff
contact every TBID property each week and maintain a record of which hotels are sold out and
which have availability for every Thursday, Friday and Saturday night as well as busy/impacted
times throughout the year to help guests who would otherwise need to call each property on
their own. This service also allows for TBID properties to refer their clients directly to the Visitor
Center instead of referring them from one property to the next. In addition, this information is
widely utilized to assist visitors to the Visitor Center in keeping the traveler in San Luis Obispo.
For the prior nine months of this program (this year’s contract year), the Chamber was able to
refer TBID properties 2,464 times, an average of nine per day.
Proposals 2015-16
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Scope of work
For the coming year, we propose maintaining the customer service line and availability service
and augment in the following ways:
1) Directly book guests that call the customer service line seeking tourist information on 1-
877-SLO-TOWN
2) Train Visitor Center staff on the individual hotel property attributes through materials
provided by TBID constituents
3) Utilize the booking tool on www.sanluisobispovacations.com to personally assist guests
in the Visitor Center who have interest in staying in a SLO hotel
4) Utilize a Chamber-provided iPad in the Visitor Center to allow visitors to directly book
their own room using Helium.
We believe these enhancements would further the visibility of the TBID’s booking tool for those
who are coming through the region and planning a visit.
$31,000 a year for Availability Assistance and TBID Specific Telephone
Fulfillment (*cost to install Helium on iPad not included)
Proposals 2015-16
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Public Relations Services
For the 2014-2015 year, the Chamber has served as the contractor for public relations services
with the City of San Luis Obispo’s Promotional Coordinating Committee. In this role, the
Chamber is responsible for responsive public relations service as well as proactively generating
out-of-area media attention. Contract elements include: pitching to media, bringing in media,
coordinating media trips, following up with media, sending out media releases, responding to
natural media inquiries, use of the Chamber’s photography library for media requests and press
releases, planning and executing press trips and developing media kits. We do all of this public
relations work for just one client – San Luis Obispo.
This focused effort is paying off; 2014-15 was a tremendous year of public relations successes.
Highlights to date include placements in the San Francisco Chronicle, The Washington Post and
the Chicago Tribune. For a complete list of placements, please see attached clip book (pg. 11).
To most effectively maximize resources, we propose aligning our public relations efforts with
TBID marketing to amplify impact of overall messaging, extend the reach of our targeted
proactive efforts and share costs between PCC and TBID. We believe that additional efforts
including attending tourism trade shows and working more closely with the TBID’s marketing
agencies will increase the impact of our efforts on your behalf.
After assessing your strategic clarity document, we believe that the Chamber is in a unique
position to execute targeted public relations to advance many of your strategic initiatives
including:
• Identify, map and prioritize our target audiences for marketing and PR; align our efforts
to targets
• define current audience for marketing and PR
• identify the key target markets
• evaluate strategic partner audience to leverage opportunities and reduce
duplication of efforts
• Aligning PR and Marketing Plans to capture attention of target audiences
• regular meetings between agency and Chamber
• communicate strategy and opportunities
• Elevating SLO brand awareness via targeted PR
• maintain relationships with Chamber
• calculate marketing, social, public relations efforts that align the SLO brand and
make it easy to recognize and access
• Clarify and strengthen the SLO brand platform
• execution of the marketing plan, focus on social, digital and public relations
Proposals 2015-16
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Strategy Overview
Objectives
1. To continue to strengthen San Luis Obispo’s position as a sought after tourist
destination
2. To promote events and attractions that are meaningful to visitors and support the high
quality of life enjoyed in SLO
3. Work in close partnership with the TBID marketing agencies to develop/coordinate
messaging to maximize the city’s PR and marketing effectiveness
Tactics to Reach Potential Visitors
Focused Messaging:
The current major demographic of visitors to SLO is people ages 40-69. While this remains an
important segment of tourists to engage with, we will be increasingly focused on younger
travelers who are a good fit for San Luis Obispo based on their interests. We will work with
targeted media to focus delivering content and stories that appeal to what people value, and
what is important to them. Some areas of focus include:
1. Families – newer travelers, interested in outdoor activities, child-friendly events as well
as family friendly restaurants. Safety, ease and fun are their main concerns.
2. Outdoor Enthusiasts – interested in outdoor activities as well as events, food, wine and
beer. Looking to get away from an urban environment or explore a new challenge.
3. Foodies – interested in the locally grown and sourced foods throughout the area as well
as wine and beer. They care about the process behind every bite.
4. Millennials – seeking boutique destinations, insider knowledge, and hidden gems.
Millennials are the ultimate experience seekers and value travel as an integral part of
their lives.
5. Business Travelers – Seeking seamless customer service and facilities that allow them to
be productive during the day and have engaging after-hours experiences. Highlighting
San Luis Obispo’s unique offerings as a great match for corporate travelers to meeting
planning media as well as executive retreats, team-building opportunities and small
conferences (80-100 attendees).
Additional – although narrower – target demographics will be:
• The LGBT Community – interested in an open minded, welcoming/accepting
community.
Proposals 2015-16
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• Cal Poly Alum and Parents – interested in re-visiting their college stomping grounds and
knowing about where their children are going to school, looking for fun local
experiences while they’re here.
• Travelers with Pets – interested in knowing their pets are warmly welcomed. They feel
valued and comfortable when their pet is.
• Girls Getaway – interested in spending time together while bonding and experiencing
San Luis Obispo.
• History Buffs – interested in the historical and cultural things to do and see. Always
looking for facts you can’t find online or in a book.
• On a Budget – interested in experiencing all a destination has to offer for a good price.
• Couples Getaway – interested in a relaxed, memorable experiences
Reach
National Reach
Primary targets will be to reach to media outlets in California and the Western United States.
Western United States defined to include Washington, Oregon, Nevada, Utah, Colorado and
Arizona. In addition, the Chamber will proactively outreach to major national media outlets
including magazines and newspapers with a national reach as well as target guide books for
updated and enhanced content.
International Reach
The Chamber will collaborate on international public relations efforts with California’s State
Office of Tourism on their international public relation campaigns. Themes, timing and support
will be determined by the organization. Chamber will be responsive to their needs.
Digital Reach
Primary targets include influential lifestyle and travel bloggers with engaged audiences that are
in line with San Luis Obispo’s focused messaging efforts. The Chamber will proactively connect
with bloggers and collaborate with the City’s social marketing partners for a seamless digital
experience.
Cross Marketing/ Strategic Alliances
The Chamber will proactively seek ways of working with other organizations to both cross
market through public relations initiatives as well as through building strategic alliances. In the
upcoming year we are excited to deepen our collaboration with your marketing agencies as well
as other partners to promote and market San Luis Obispo.
Proposals 2015-16
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Media monitoring
Over the past year, the PCC enhanced its PR strategy with a media monitoring tool and in 2014-
15 upgraded to a service called Vocus. This tool has allowed better access to journalists,
assesses media impact and has allowed the PCC to know that the Chamber is effectively fulfilling
the contract. This year, we recommend that the PCC and TBID invest in this pass-through
contract. Vocus recently merged with Cision and is now able to provide us an enhanced version
of the Vocus PR Suite that brings together the best features including access to 1.6 million
writers and editors, an expanded press release distribution network and expanded monitoring
through partnerships including Associated Press, LexisNexis, Critical Mention and Twitter.
Scope of work
The scope of work within this proposal includes:
• Proactively pitching story ideas on a monthly basis to national, regional and online
media as well as travel and lifestyle bloggers.
• Writing at least 12 press releases a year and distributing through all channels including a
media management online tool.
• Hosting travel writers on individual trips throughout the year.
• Fulfilling all media requests that are received.
• Proactively tying in with the State Tourism Office’s public relations efforts to enhance
local visibility
• Attending three travel shows with the city’s tourism marketing team
• Working in coordination with TBID marketing agencies, including regular meetings and
information sharing
$80,000 a year for PR Services, 50% of which to be funded by the TBID
$7,950 for Media Monitoring Services, 50% of which to be funded by the TBID
Proposals 2015-16
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Summary
TBID-Specific Telephone Fulfillment & Availability Assistance $31,000 a year
(*cost to install Helium on iPad not included)
Public Relations Services $40,000 a year
$80,000, 50% funded by the TBID
Media Monitoring Services $3,975 a year
$7,950, 50% funded by the TBID
Public Relations Proposal to City of San Luis Obispo
Tourism Business Improvement District &
Promotional Coordinating Committee
2015-16
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Existing Services contracted by the PCC
• Proactively pitching story ideas on a monthly basis to national, regional and online media as
well as travel and lifestyle bloggers.
• Key markets of focus include: families, outdoor enthusiasts, foodies and experience
seekers.
• Writing at least 12 press releases a year and distributing through all channels including a
media management online tool.
• Hosting travel writers on individual trips throughout the year.
• Fulfilling all media requests that are received.
• Proactively tying in with the State Tourism Office’s public relations efforts to enhance local
visibility
• Access to image and video library usage for Chamber-executed public relations work
Estimated time commitment: 20 hrs./week
2015-16 contract price: $62,000
Expanded Services
In addition to the existing services outlined above, expanded offerings would include the following:
• Build media relationships in new key, untapped target markets: business travelers and
millennials
o Market research on most trusted outlets for these key segments
o Design outreach strategy across multiple media platforms and micro-markets to
reach business travelers and millennials
o Develop relationships in these market segment, which is key to proactive and
responsive media mentions
Strategy for business travelers includes leveraging existing business-to-
business and Chamber industry relationships to highlight San Luis Obispo
as a business travel destination
Strategy for millennials includes an increased focus on bloggers and out-
of-area digital influencers
• Attending three travel shows with the city’s tourism marketing team
o Expected cost: $1,000 hard expenses per show
o Expected hours: 25 hours per show
(assumes six nights in total for three shows)
• Provide public relations support for five significant TIBD-supported events
o Writing press releases and distributing to local, regional and national media outlets
o Including events in event calendars to local tourism-related businesses
o Meeting in-person, or by phone with groups
Public Relations Proposal to City of San Luis Obispo
Tourism Business Improvement District &
Promotional Coordinating Committee
2015-16
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• Working in coordination with TBID marketing agencies in order to achieve comprehensive
marketing plan and increase brand awareness across all platforms
o Partner with market agencies to develop comprehensive marketing plan
o Collaboration hours, including regular meetings and information sharing based on
current meeting schedule; does not include meeting prep time or travel:
1.5 hrs./week group marketing meetings = 78
1.5 hrs./month sub-committee meetings = 18
1.5 hrs. /month TBID meetings = 18
114 hours per year
Estimated time commitment: 25 hrs./week
2015-16 contract price: $80,000
Comparable SLO public relations agency billable rates range from $75-$225/hr.
Public Relations Proposal to City of San Luis Obispo
Tourism Business Improvement District &
Promotional Coordinating Committee
2015-16
*Alternate possibilities to travel show attendance:
Visitor Center on the Road
• Visitor center staff presence at three TBID sponsored events in San Luis Obispo County.
• Work with tourism manager and TBID marketing agencies who would provide collateral, booth,
etc. to ensure that visitors have best information and want to return to san Luis Obispo
• Hours estimated at 20 per event
Targeting lifestyle influencers
• Focus on bringing prominent influencers that speak to key target markets such as design, art,
music and outdoor to San Luis Obispo
• Would be a partnership with ShareSLO to get the most out of our efforts