HomeMy WebLinkAbout07-07-2015 C4 PCC_Chamber of CommerceProposals 2015-16
1
Proposal to City of San Luis Obispo
Promotional Coordinating Committee
April 2015
Visitor and Promotional Services
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Promotional Coordinating Committee in order to enhance and enrich
the resident and visitor experience in San Luis Obispo, create a central hub of community and
visitor information, and promote the region to potential visitors.
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’s Promotional Coordinating Committee to create new programs and utilize existing
Chamber assets to improve the quality of life and economic vitality of the community we live in;
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
2
Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
Proposals 5
Summary 11
Proposals 2015-16
3
Qualifications
The San Luis Obispo Chamber of Commerce offers a distinct and powerful combination of
strengths to assist the Promotional Coordinating Committee 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, donations, 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 locals, 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 over
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 websites and
engaged 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
4
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 Promotional Coordinating Committee include:
Pam Roberts
Visitor Center Manager
Pam Roberts is responsible for making sure everyone who comes in contact
with the Visitor’s 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 has been with the Chamber in various roles since December 2012,
presently as marketing coordinator. In this role Molly works to share the
“why” San Luis Obispo is a wonderful place to vacation, live, work and
generally enjoy life, while leading tourism PR efforts for the City of San Luis
Obispo.
Melissa Godsey
Director of Marketing
Joining the Chamber staff in 2014, Director of Marketing Melissa Godsey
leads the Chambers marketing team, specializing in using social media to
enhancing the region’s tourism promotion efforts.
Aaron Lambert
Director of Communications
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, 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
5
Visitor Center
The San Luis Obispo Chamber of Commerce Visitor Center is a professionally staffed visitor
center open every day of the week, serving community members and tourists that are walking
in, calling and emailing with questions. During the last two-year contract period of 2013-14 and
2014-15 we will have personally assisted more than 165,000 individuals on behalf of the City.
The traffic far exceeds any other City/Chamber Visitor Center in the county.
Tourism in our city, as measured by transient occupancy tax, has seen a strong improvement
over the last two years. In addition, in 2013, the Chamber invested more than $165,000 in one-
time investments in order to upgrade the look, feel and functionality of the Visitor Center, with
input provided by local stakeholders including the PCC. The ensuing transformation – a superior
location, 30 percent increase in visitor serving space, exponential growth in visibility, a modern,
accessible and environmentally sustainable retrofit – has contributed to significantly growing
the service provided through the Visitor Center. In-person visitor traffic is up 19 percent during
the 2013/14 and 2014/15 contract periods over the prior two-year contract periods (2011-12
and 2012-13). Furthermore, the Visitor Center saw an 11.6 percent year-over-year increase in
2013-14 and a 10.1 percent year-over year increase is anticipated for this current year. In short,
the new, improved downtown Visitor Center is succeeding at its goal of serving the increasing
pool of visitors to and in our region.
Additionally, we take the visitor center information and professional service on the road to two
of the most influential Cal Poly events, Parents Weekend and Open House. Being on campus
during these events allows us to reach a group of people that will likely be returning again and
again to San Luis Obispo.
Over the last two-year contract period, the Visitor Center has also expanded its service offerings
for the resident and tourist. Key improvements include: an improved referral system to drive
business to local hotels, restaurants and events; increased collection of demographic data of the
visitor; enhanced promotion of local events through the Visitor Center including utilizing the
window space; new high-definition tourism video to promote our region; and growth in our SLO
branded items for sale to residents and visitors.
The increase in traffic is driving increased staffing to adequately meet the needs of the visitors.
Over the last two years, to meet the needs of increased visitor traffic, Chamber staff has grown
from one full-time director and four or five part-time staff, to one full-time director and eight
part-time staff.
The Chamber proposes that the City continue its historic support level of 44 percent of total
ongoing costs for a contract value of $103,000
$103,000 a year for 2015-16 and 2016-17 fiscal years
Proposals 2015-16
6
Public Relations
For the 2014-2015 year, the Chamber has served as the contractor for public relations services.
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 clip book (pg. 12).
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.
Public Relations Strategy Overview
Objectives
1. To continue to strengthen San Luis Obispo’s position as a sought after tourist
destination
2. To promote community activities that are meaningful to residents and visitors and
support the high quality of life enjoyed in SLO
3. Work in close partnership with the TBID marketing agency to develop/coordinate
messaging to maximize the city’s PR effectiveness
Two Primary Target Markets
The two areas of focus for SLO promotional efforts will be:
a. Visitors from outside the area
b. SLO County residents
Proposals 2015-16
7
Tactics to Reach Visitors From Outside the Area:
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.
• 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.
• Couples Getaway – interested in a relaxed, memorable experiences
Proposals 2015-16
8
Tactics to Reach Residents of SLO County
While SLO welcomes guests from outside our area, we are equally passionate about promoting
amazing offerings and activities to those that live in the city and surrounding areas. To do that
effectively, we will work with local media to highlight the various events and activities going on
in our area.
a. Cultural events such as: SLO Film Festival, Jazz Festival, Festival Mozaic,
Restaurant month, Civic Ballet, Opera
b. Sporting events such as: SLO Marathon, Cal Poly Athletics, City to the Sea half-
marathon, Summer Soccer Tournament
c. Special Interest such as: Seven Sisters Quilt Show, Science After Dark, Mini
Maker Faire, Quilt Show, Craft Beer Festivals (Oktoberfest)
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 as well as targeted 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 other focused messaging efforts. The Chamber will proactively
outreach to 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 propose collaboration with the city’s marketing agencies as well as other
partners to promote and market San Luis Obispo.
Proposals 2015-16
9
Media Monitoring
Over the past three years, the PCC enhanced its PR strategy with media monitoring tools, and in
2014-15 we upgraded to a service called Vocus. This tool has allowed better access to
journalists, assesses our impact and has allowed the PCC to know that the Chamber is effectively
fulfilling the contract. This year, we propose the PCC again 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.
• Collaborating with the city’s agencies to streamline tourism marketing efforts.
• 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
$80,000 a year for PR Services, 50% of which to be funded by the PCC
$7,950 for Media Monitoring Services, 50% of which to be funded by the PCC
Proposals 2015-16
10
GIA Support Marketing
Over the last five years, the Chamber has provided event promotion and public relations
support to the PCC’s grants-in-aid recipients. This contract has been aimed at driving attendance
and support by residents and visitors to events in the city. In the 2015-16 year, we propose
enhancing the existing scope by providing the same in-kind public relations support to events
that meet the same requirements for GIA support but have ‘graduated’ the sustainability track.
Elements of the contract include:
• Writing press releases and distributing to local, regional and national media outlets
• Promoting events through social media channels
• Including events in event calendars to local tourism-related businesses
• Including events in upcoming event releases to local media outlets
• Meeting in-person, or by phone with groups
• Offering to sell tickets through the Visitor Center (at no charge)
• Promoting events through the Visitor Center by display of event materials- brochures,
posters, etc.
• Distribution of the easy-to-use, monthly local events one-pager to local hospitality
partners that is consistent with the “look and feel” of the city’s messaging efforts
$28,000 a year
San Luis Obispo City Maps
The tear-off, tableted city maps are the most utilized visitor resource in our Visitor Center as
well as throughout San Luis Obispo. It is distributed quarterly and on-demand to all San Luis
Obispo city hotels as well as hospitality partners including Amtrak, wineries and local museums.
In 2014-15, the PCC once again supported the project and approved the printing of 150,000
maps, a 50 percent increase over past years. The project will be updated and printed for the
2015-16 fiscal year. We are proposing another print run of 150,000 to keep up with the demand
for distribution of approximately 37,500 maps each quarter.
$8,500 for 150,000 maps with minor edits
Proposals 2015-16
11
Summary
Visitor Center Operations $103,000 per year for two years
Public Relations Services $40,000 a year
$80,000 a year, 50% funded by the PCC
Media Monitoring $3,975 a year
$7,950 a year, 50% funded by the PCC
GIA Event Support $28,000 a year
San Luis Obispo City Maps $8,500 a year
Public Relations Proposal to City of San Luis Obispo
Tourism Business Improvement District &
Promotional Coordinating Committee
2015-16
1
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
2
• 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