HomeMy WebLinkAbout07-01-2014 TBID Minutes special meetingTourism Business Improvement District
Special Meeting Minutes
Tuesday, July 1, 2014
10:00 am
Barnett Cox & Associates Office
711 Tank Farm Road, Ste. 210, San Luis Obispo
CALL TO ORDER: Chair Nipool Patel
PRESENT: Patel, Hutton, Walker, Wilkins, Conner, Adams, Pearce
STAFF PRESENT: Molly Cano, Tourism Manager Chair Patel called the meeting to order at 10:05 am
BUSINESS ITEMS
1. MARKETING STRATEGY SUMMIT
The new marketing contractors, BCA & StudioGood welcomed the Board to the beginning of the
new marketing partnership with the agencies. BCA & StudioGood reviewed with the Board their
philosophy and approach to achieving marketing goals as presented in the agency pitches in
March. Then they discussed with the Board the strategy and approach for the marketing
initiatives for 2014-15 fiscal year including:
• ShareSLO: Integration with SLOVacations website, site updates, user experience, social audit, community management, Street Team/Influencers
• Digital assets: website, mobile experience, integration with SLO Happenings App
• Events
• Paid Media
• Outreach: PR Support, partnerships, TBID constituents
The Board also discussed the consideration of new ShareSLO logo presented by BCA/Studio Good during
their agency pitch in March. The Board was in consensuses to use the redesigned logo which
incorporated social icons like the hashtag and the “o” as a geomarker. The Board would like to see
options or the color pallet of the logo in coordination with SLO Vacations. The Board discussed
promoting experiences and events outside of the City of SLO and explained that everything should be
messaged as a daytrip from SLO. The Board asked staff to provide the agencies with sample ads and
items that appealed to them from the agency interview process as examples of what they like to
consider in the rebranding phase. They also asked the agencies to present a timeline and process on
how the rebranding will be approached.
Meeting adjourned at 11:35 am