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Agenda Packet - August 12, 2015
City of San Luis Obispo, Agenda, Promotional Coordinating Committee PCC Agenda Wednesday, August 12, 2015 5:30 pm City Hall- Council Hearing Room The goals of the City of San Luis Obispo Promotional Coordinating Committee are to (1) improve the quality of life available to all residents of and visitors to San Luis Obispo and (2) promote, in a manner consistent with long-range community goals, the development of San Luis Obispo as a regional and tourist center. CALL TO ORDER: Vice Chair Jill LeMieux PUBLIC COMMENT: Each speaker is limited to three minutes of public comment. At this time, you may address the Committee on items that are not on the agenda but are of interest to the public and within the subject matter jurisdiction of the Promotional Coordinating Committee. The Committee may not discuss or take action on issues that are not on the agenda other than to briefly respond to statements made or questions raised, or ask staff to follow up on such issues. CONSENT ITEMS C.1 Minutes of the Meeting on July 8, 2015 C.2 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid Support Report C.5 Visitors Center Report C.6 SLO Happenings Report C.7 TOT Report PRESENTATIONS 1. SPECIAL OLYMPICS HOST TOWN RECAP 20 mins Staff will present the Special Olympics World Games Host Town report for the PCC to review. BUSINESS ITEMS 1. SLO HAPPENINGS PROMOTIONAL PLAN 30 mins FreshBuzz Media will present the 2015-16 SLO Happenings Promotional Plan for the committee’s review and approval. 2. REVIEW GRANTS IN AID APPLICATION PROCESS 20 mins The committee will discuss the recent application process and begin the discussion on potential changes and considerations for the program. PCC LIAISON REPORTS & COMMUNICATION At this time Committee members make announcements, report on activities, refer to staff issues for study and report back to the Committee at a subsequent meeting. 1. GIA UPDATE – LIAISON REPORT 2. TBID BOARD REPORT – TBID Minutes July 8, 2015 3. TOURISM PROGRAM UPDATE ADJOURN. POSTING STATEMENT: I, Molly Cano, Tourism Manager, do hereby certify that on August 7, 2015 by 5:00 p.m., a true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet access to agendas and related material is available at www.slocity.org. Promotional Coordinating Committee Meeting Minutes Wednesday, July 8, 2015 5:30 pm at City Hall CALL TO ORDER: Chair Sasha Palazzo PRESENT: Pearce, Palazzo, Roberson, Lewis, LeMieux, Loosley STAFF PRESENT: Molly Cano, Tourism Manager Meeting to order at 5:30 pm PUBLIC COMMENT None. APPOINTMENT It was reported that earlier in the day City Clerk, Anthony Mejia had performed the swearing in of Tish Loosley to the PCC Committee. CONSENT AGENDA ACTION: Moved by Pearce/LeMieux to approve the consent agenda. Motion carried 6:0 PRESENTATIONS 1. CHAMBER YEAR-END REPORT Molly Kern from the SLO Chamber presented the 2014-15 year-end report for the contracted services for the PCC. Highlights included: GIA support for 23 of the 25 groups including press releases, social media promotions, inclusion in calendars, meeting in person and over the phone, and ticket sales. There was a great result of PR achieved through the efforts the GIA events specifically both locally and regionally. Other PR highlights aside from the GIA events included over 700 press mentions of San Luis Obispo this year and over 45 outlets were hosted. The Visitor Center highlights included: a 13% increase in visitor traffic into the Visitor Center, 2346 events added to the calendar, and over 8,000 people served through phone or email. The Visitor Center also represented the City at Cal Poly Parents Weekend and Open House. Promotional Coordinating Committee Minutes Page 2 BUSINESS ITEMS 1. 2015-16 EVENT PROMOTION FUNDING RECOMMENDATIONS The Events Subcommittee presented the funding recommendations for the 2015-16 Events Promotion sponsorship program. Commissioner Pearce and staff informed the PCC of the TBID’s decisions and discussion earlier in the day regarding these events and specifically the increase in TBID funding to the SLO Jazz Festival. ACTION: Moved by LeMieux/Roberson to not provide sponsorship funding to Erocia as recommended by the committee based on the full support of the event by the TBID. Motion carried 6:0 ACTION: Moved by LeMieux/Lewis to sponsor Festival Mozaic WinterMezzo Chamber Music Series’s promotional plan at $4,985 as recommended by the committee. Motion carried 6:0 ACTION: Moved by Roberson/LeMieux to sponsor the Holiday Train Celebration / Elf Express and SLO Train Day at $3,00 as recommended by the committee. Motion carried 6:0 ACTION: Moved by LeMieux/Roberson to not sponsor the Mud Mash as recommended by the committee. Motion carried 5:0:1 Abstention: Pearce ACTION: Moved by Lewis/LeMieux to sponsor San Luis Obispo International Film Festival at $10,000 as recommended by the committee. Motion carried 6:0 ACTION: Moved by LeMieux/Roberson to sponsor the SLO Marathon at $5,000 as recommended by the committee. Motion carried 5:0:1 Abstention: Pearce ACTION: Moved by LeMieux/Roberson to sponsor the SLO Concours at $2,500 as recommended by the committee. Motion carried 5:0:1 Abstention: Pearce ACTION: Moved by Pearce/Lewis to sponsor the SLO Jazz Festival at $9,000 as recommended by the committee and support the TBID’s direction on the marketing plan. Motion carried 6:0 ACTION: Moved by LeMieux/Lewis to sponsor the SLO Wine’s Roll Out the Barrels at $5,000 as recommended by the committee. Motion carried 6:0 2. SLO HAPPENINGS PROMOTIONAL PLAN AUDIT RESULTS FreshBuzz Media presented the initial results of the program audit and led the committee through a discussion for the development direction for the 2015-16 SLO Happenings Promotional Plan. The committee reviewed the design concepts and gave direction that the liked the larger font, no shadow effect, include the ticket and refresh the icons. The discussed included the promotion plan in the agenda for next month’s meeting so the committee could review in advance. Promotional Coordinating Committee Minutes Page 3 3. SLO HAPPENINGS TECHNOLOGY APPROVAL The Committee received a presentation from GFL on the completed contracted technology enhancements for the SLO Happenings app for final approval. ACTION: Moved by Pearce/LeMieux to approve the final technology update for the 2014-15 SLO Happenings enhancements with GFL Technologies, and direct staff to release payment for the project when the feature is live. Motion carried 6:0 4. 2015-16 CONTRACTOR WORK SCOPES The Committee reviewed the 2015-16 contractor work scopes for approval. ACTION: Moved by Lewis/Palazzo to approve the 2015-16 contract workscope for GFL Technologies for the SLO Happenings technology agreement with the change to show GFL handling the content management tasks. Motion carried 6:0 ACTION: Moved by Lewis/Roberson to approve the 2015-16 contract workscope for the Chamber of Commerce for the Grants In Aid Assistance agreement. Motion carried 4:0:2 Abstention: Pearce & LeMieux ACTION: Moved by Lewis/Palazzo to approve the 2015-16 contract workscope for the Chamber of Commerce for the Visitor Services agreement. Motion carried 4:0:2 Abstention: Pearce & LeMieux ACTION: Moved by Palazzo/Lewis to approve the 2015-16 contract workscope for the Chamber of Commerce for the Public Relations Services agreement. Motion carried 4:0:2 Abstention: Pearce & LeMieux 5. GIA LIAISON ASSIGNMENTS The Committee reviewed the 2015-16 GIA recipient list and assigned the committee liaison to each event. COMMITTEE COMMUNICATION GIA Report: None. TBID Report: Pearce reported on the TBID updates. Tourism Program Update: Molly Cano presented the Tourism Program update: - July 7 – Community Promotions program to the City Council o Approved by City Council last night o GIA funding for events for PCC - Event Promotion o Festival Moziac 10% off tickets o SAVOR – special offer for SLO hotels $100 pass through June & July Promotional Coordinating Committee Minutes Page 4 - CCTC Vice Chair – hosting the CCTC retreat in the Spring - Special Olympics Host Town event on July 23rd - SLO Railroad Museum will be hosting a FAM Reception for regional tourism professionals and board members on Tuesday, July 28th. The event will run from 5-7pm at the Museum and will include hosted beverages and food as well as tours of the museum and our historic La Cuesta Parlor Car. Meeting adjourned at 7:32 pm Community Promotions Budget 2015-16 Budget 2015-16 Amount Budget 396,029$ 2014-15 Released Encumbrances -$ Returned Funds (GIA)-$ Total Budget 396,029$ Expenditure Last Updated 8/7/2015 Expenditure Allocated Expended Available Balance Contractor Grants-in-Aid Funding 95,000$ 95,000$ -$ GIA Recipients Grants-in-Aid Support Contract 28,000$ -$ Chamber of Commerce Events Promotion Funding 40,000$ 39,985$ 15$ City Administration SLO Happenings Program - Technology 16,000$ -$ GFL SLO Happenings Program - Promotion 28,300$ -$ FreshBuzz General Contract Serviecs 12,000$ 12,000$ Visitors Center 103,000$ -$ Chamber of Commerce PR Contract 32,000$ -$ Chamber of Commerce Downtown Maps 8,500$ Chamber of Commerce Support Cost 5,000$ -$ City Administration Administration 28,229$ 28,229$ City Administration Total 396,029$ 12,015$ Remaining Balance Report to City of SLO – TBID and PCC Public Relations Contract July 2015 Media Releases Savor in SLO Sent second distribution of release to lifestyle contacts touting the Exclusive $100 Sunset SAVOR the Central Coast weekend pass. San Luis Obispo to host International Special Olympics athletes Wrote and distributed release to California contacts highlighting SLO’s involvement in the Special Olympics World Games Host Town program. Closing Night Dinner for the Special Olympics World Games Host Town program Wrote and distributed media alert to local and regional contacts detailing San Luis Obispo’s involvement in the Host Town program, specifically the closing night dinner. Media/Community Relations 1. Pitched original, cool check-in drinks in San Luis Obispo to Gina Hamadey with Wine Enthusiast for her article on hotel trends. 2. Followed up with journalists from GQ, Trading UP, Esquire, National Geographic Traveler and Traveler Weekly who were hosted in San Luis Obispo last month. Sent photos and additional information for upcoming articles. 3. Provided photos to Jamie Reith for her article in USA T oday. 4. Sent information and photos for the CCTC’s online media center. Categories included itineraries, outdoor adventures, family fun, food & drink, events and lodging. 5. Provided downtown maps to the Cal Poly SOAR program for student and parent use. 6. Worked with Steve Atlas on an article about car free vacations in San Luis Obispo. 7. Pitched San Luis Obispo’s participation in the Special Olympics World Games, the Host Town Program and Torch Run to the Tribune, KCBX and KSBY. 8. Pitched downtown San Luis Obispo as one of the best U.S. neighborhoods for al fresco dining to Lydia Schrandt with USA TODAY/10Best. 9. Provided lead ideas to Visit San Luis Obispo County for the Visit California San Francisco Media Event. 10. Chamber staff and volunteers participated in the Special Olympics World Games Host Town closing dinner. 11. Coordinated trip for Goleta Valley Chamber of Commerce as part of concerted efforts to grow mid-week business travel. Report to City of SLO – TBID and PCC Public Relations Contract July 2015 12. Attended the SLO Railroad Museum open house. 13. Attended the Apple Farm Millhouse Suites reception. 14. Submitted photos of the Mission, nine sisters, open space and hotels for a piece in New Roads, the Chevrolet consumer magazine. 15. Continued to work with Sunset Magazine on an article for their September issue. 16. Pitched San Luis Obispo as the perfect unique family vacation for this fall and winter. 17. Pitched several San Luis Obispo restaurants to veteran travel blogger/social media specialist Andrew Hickey for his trip along Highway 1 with his 5-year old son. 18. Continued to work with the city, Barnett Cox & Associates and StudioGood on overall tourism marketing campaign. Media Relations/Placement 1. San Luis Obispo, Calif.'s city-to-sea wine trail USA Today article by Jamie Reith, a writer hosted as part of the SLO Wine Roll Out the Barrels FAM, calls out San Luis Obispo attractions such as Farmers’ Market, Art Bar and wine. Unique Views: 16,679,184 http://experience.usatoday.com/food-and-wine/story/tours-and-trails/wine-tours-and- trails/2015/07/14/san-luis-obispo-city-coast-wine/30130875/ Report to City of SLO – TBID and PCC Public Relations Contract July 2015 2. Special Section dedicated to San Luis Obispo San Fransisco Chronical and SFGate.com articles highlight San Luis Obispo attractions including Farmer’s Market, Fromagerie Sophie, Kelsey Sea Canyon, Claiborne & Churchill, Madonna Inn’s Oktober Fest, Sextant Wines, Bang the Drum Brewery, SLO Brew and Tap It Brewing Co.,. San Francisco Chronicle Circulation/Audience: 211,779 http://www.sfchronicle.com/travel/centralcoasting/article/10-reasons-to-visit-SLO-County- 6402596.php http://www.sfchronicle.com/travel/centralcoasting/article/The-best-little-dive-bar-in-San- Luis-Obispo-County-6402624.php http://www.sfgate.com/travel/centralcoasting/article/San-Luis-Obispo-County-Which- beach-town-suits-6402594.php http://www.sfgate.com/travel/centralcoasting/article/Santa-Maria-barbecue-is-hot-ticket- at-farmers-6402627.php http://www.sfgate.com/travel/centralcoasting/article/The-best-little-dive-bar-in-San-Luis- Obispo-County-6402624.php Houston Chronicle Circulation/Audience: 370,961 http://www.chron.com/travel/centralcoasting/article/The-best-little-dive-bar-in-San-Luis- Obispo-County-6402624.php http://www.chron.com/travel/centralcoasting/article/Santa-Maria-barbecue-is-hot-ticket- at-farmers-6402627.php http://www.chron.com/travel/centralcoasting/article/10-reasons-to-visit-SLO-County- 6402596.php Beaumont Enterprise Circulation/Audience: 21,717 http://www.beaumontenterprise.com/travel/centralcoasting/article/10-reasons-to-visit- SLO-County-6402596.php http://www.beaumontenterprise.com/travel/centralcoasting/articleGallery/San-Luis- Obispo-County-Which-beach-town-suits-6402594.php http://www.beaumontenterprise.com/travel/centralcoasting/article/Santa-Maria-barbecue- is-hot-ticket-at-farmers-6402627.php Report to City of SLO – TBID and PCC Public Relations Contract July 2015 3. On the Road Article written by Bérénice Rocfort-Giovanni, who was part of our hosted FAM tour in March, ran in French weekly magazine, L'Obs. The article features her entire trip in California and highlights her time at Claiborne and Churchill in San Luis Obispo. Print: 498,558 copies Reach: 1,860,000 readers http://www.marcovasco.fr/sites/www.planetveo.com/files/23_04_20151784l_obs.pdf 4. Pacific Road Article written by Alexandre Kauffmann, who was part of our hosted FAM tour in March, ran in French daily newspaper, Les Echos Serie Limitee. Print: 123,636 copies Reach : 528,000 readers http://archives.lesechos.fr/archives/2015/SerieLimitee/00143-052-SLI.htm Report to City of SLO – TBID and PCC Public Relations Contract July 2015 5. La Highway 1 entre San Francisco et Los Angeles Article written by Romuald Jay, who was part of our hosted FAM tour in March, ran in French monthly magazine, Biba. The online article focuses on Madonna Inn saying (translation) “This hotel is for Europe a real historical record, such as Eifel Tower in Paris.” Print: 123,636 copies Reach : 528,000 readers http://www.bibamagazine.fr/style-de-vie/voyages/madonna-inn-lhotel-le-plus-etonnant- de-californie-32716 6. Road trip pela Califórnia: San Luis Obispo, o lugar mais feliz dos Estados Unidos Sunday Cooks article by Brazilian journalist, Paulo Mancha D’Amaro who we hosted as part of a FAM tour in May. Circulation/Audience: 81,610 http://sundaycooks.com/2015/07/23/road-trip-pela-california-san-luis-obispo-o-lugar- mais-feliz-dos-estados-unidos/ Report to City of SLO – TBID and PCC Public Relations Contract July 2015 7. 8 California Towns You Need To Be Spending A Lot More Time In The Thrillist highlights SLO assets including “biking, hiking, surfing, kayaking, sea caves (!!), farm-to-fork eating, and wine/craft beer drinking in addition to, you know, being one of the most gorgeous towns along the coast of California.” Unique Views: 1,480,273 http://www.thrillist.com/entertainment/los-angeles/8-underrated-california-towns-worth- visiting-san-luis-obispo-encinitas-gualala 8. Go to San Luis Obispo County for the wine? Sure - but stay for the craft beer scene. The Orange County Register says the “The proximity of a burgeoning craft beer scene to well-established wineries, however, has led to innovative collaborations in the local beer culture.” Unique Views: 1,052,176 http://www.ocregister.com/articles/beer-670061-tea-craft.html Report to City of SLO – TBID and PCC Public Relations Contract July 2015 9. Perfect Getaway: San Luis Obispo Orange Coast Magazine says: “the educational and cultural scene percolating and the dining landscape has a farm-to-fork vibe.” Circulation/Audience: 48,501 http://www.orangecoast.com/travel/perfect-getaway-san-luis-obispo/ 10. America’s Best 100 Wine Restaurants 2015 Foremost Wine Company makes Wine Enthusiast’s list of America’s Best 100 Wine Restaurants 2015. Circulation/Audience: 182,609 http://www.winemag.com/100-Best-Wine-Restaurants-2015 http://www.foodrepublic.com/2015/07/01/wine-enthusiast-announces-2015s-best-100- wine-restaurants-in-america/ http://www.ksby.com/story/29548875/central-coast-restaurants-make-top-100-list-in- wine-enthusiast-magazine Report to City of SLO – TBID and PCC Public Relations Contract July 2015 11. 7 Small Town Summer Drive-In Theaters You Can’t Miss Yahoo Travel article says “San Luis is known for having sunshine 315 days out of every year, so why not watch the sunset while you take in a cheesy rom-com?” Unique Visitors Per Month: 261,009 https://www.yahoo.com/travel/7-small-town-summer-drive-in-theaters-you-cant- 124854417789.html 12. Dine Like a Local: The OpenTable 2015 Summer Road Trip Restaurant Guide OpenTable blog post features a stop in San Luis Obispo in their California road trip guide. Unique Views: 81,515 http://blog.opentable.com/2015/opentable-2015-summer-road-trip-restaurant-guide/ Report to City of SLO – TBID and PCC Public Relations Contract July 2015 13. 5 awesome American road trips BT.com Names the drive between San Francisco and LA, with a stop in San Luis Obispo, one of the best US road trips to take this summer. Unique Views: 1,307,031 http://home.bt.com/lifestyle/5-awesome-american-road-trips-11363990152548 14. The 5 Best Coastal Drives In The World MSN Travel suggests drivers stop at “San Luis Obispo, "America's happiest city," for smoked salmon and a glass of wine at Koberl at Blue.” on their Highway 1 road trip. Unique Views: 154,811,271 http://www.msn.com/en-gb/travel/article/the-5-best-coastal-drives-in-the-world/ar- AAc2zNa#page=2 Report to City of SLO – TBID and PCC Public Relations Contract July 2015 15. My US Love Affair Australian based blogger Aussie on the Road includes San Luis Obispo as the second stop on his month long road trip across the US. Unique Views: 307,594 http://www.aussieontheroad.com/great-us-road-trip/ 16. Journeys of a Lifetime: 10 Breathtaking US Roads to Drive With the Whole Family MiniTime article, also featured on the Huffington Post, features SLO as a great stop along Highway One when driving with children. Unique Views: 33,647,468 http://www.huffingtonpost.com/minitime/journeys-of-a-lifetime- 10_b_7788962.html?utm_hp_ref=travel&ir=Travel Unique Views: 190,100 http://www.minitime.com/trip-tips/Journeys-of-a-Lifetime-10-Breathtaking-US-Roads-to- Drive-with-the-Whole-Family-article 17. Tourism fueling new Central Coast businesses KSBY piece highlights tourism impact and growth in San Luis Obispo. Unique Views: 290,189 http://www.ksby.com/story/29535769/tourism-fueling-new-central-coast-businesses Report to City of SLO – TBID and PCC Public Relations Contract July 2015 18. Special Olympics Host Town Coverage Tribune Unique Views: 672,909 http://www.sanluisobispo.com/2015/07/23/3733554/special-olympics-county- residents.html http://www.sanluisobispo.com/2015/07/23/3733566/special-olympics-host-towns- support.html KSBY Unique Views: 290,189 http://www.ksby.com/story/29629909/warm-central-coast-send-off-for-special-olympic- athletes http://www.ksby.com/clip/11706259/special-olympics-dinner-in-san-luis-obispo Paso Robles Daily News Unique Views: 31,720 http://pasoroblesdailynews.com/several-cities-in-the-county-to-be-host-towns-for-special- olympics-program/38739/ KEYT Unique Views: 320,408 http://www.keyt.com/news/special-olympics-world-games-torch-arrives-on-central- coast/34228686 Report to City of SLO – TBID and PCC Public Relations Contract July 2015 19. Tribune stories highlighting GIA Recipient, Pride in the Plaza. Circulation/Audience: 831,666 http://www.sanluisobispo.com/2015/07/10/3716526/belinda-carlisle-slo-pride.html http://www.sanluisobispo.com/2015/07/03/3707045_july-fair-festival-summer.html?rh=1 20. 24 hours in San Luis Obispo Seventy2Minutes, a UK based magazine, guides readers through a 24 hour stop in San Luis Obispo. http://issuu.com/72m_magazine/docs/i18_july_2015/20 Report to City of SLO – TBID and PCC Public Relations Contract July 2015 21. Big Sur-Ing Style Blogger Susanna Lau AKA Susie Bubble, stays at Madonna Inn on her road trip to Big Sur. Unique Views: 1,369,341 http://stylebubble.co.uk/style_bubble/2015/07/big-sur-ing.html 22. MOUNTAIN BIKING IN SAN LUIS OBISPO, CALIFORNIA Mountain Bike Action features SLO in their “Photo of the Day” Circulation/Audience: 66,239 http://mbaction.com/home-page/photo-of-the-day-mountain-biking-in-san-luis-obispo- california-2 Report to City of SLO – TBID and PCC Public Relations Contract July 2015 23. DAILY VLOGS - SIS'SISSI EN CALIFORNIE Jour 8 - San Luis Obispo + Solvang + Santa Barbara San Jose based French, family vlogger, NyCyLa, shares her family’s road trip through San Luis Obispo. http://www.hellocoton.fr/to/1doAG#http://www.nycyla.com/2015/07/san-luis-obispo- solvang-santa-barbara.html 24. 5 Weird, Wacky and Wonderful Attractions You Won’t Want to Miss Frugal Travel Guy article showcases Bubblegum Alley among affordable off-the- beaten-path attractions around the world. Unique Visitors: 92,587 http://www.frugaltravelguy.com/2015/07/5-weird-wacky-and-wonderful-attractions-you- wont-want-to-miss.html 25. City Guide // a Weekend in San Luis Obispo SLO based international travel blogger Where is Kait wrote a response to the NYT 36 hours article to “share a taste of the wide variety of all the incredible places this city has to offer, and leave people wanting more.” http://www.whereiskait.com/city-guide-san-luis-obispo/ Grants- in-Aid Marketing Support July 2015 Report Organization Event VC PR SM EC MTG ST PC Almond Country Quilt Guild Seven Sisters Quilt Show X Cal Poly Corporation: Cal Poly Arts La Guitarra California Festival 2015 X X Canzona Women's Ensemble Canzona Women's Ensemble Concerts X Central Coast Arts International SLO Multicultural Music & Dance Showcase X Central Coast Children's Choir Annual Concerts X Civic Ballet 2014 Nutcracker Ballet X Ecologistics, Inc. All-Star Benefit Concert to SLO Down Cancer X Foundation for San Luis Obispo County Public Libraries Library Foundation Literary Salon History Center of San Luis Obispo County SLO Souls: Meet the Eternal Residents of San Luis Obispo X X Institute for Sustainable Living ReSkilling Expo 2016: Learn Practical Skills for Living JCC - Federation of San Luis Obispo SLO Jewish Film Festival X Opera San Luis Obispo Cavalleria Rusticana & Pagliacci: A City-Wide Arts Collaboration X Saint Andrew Greek Orthodox Church Evening in Greece X San Luis Obispo County Arts Council Children's Day in the Plaza with Passport to the Arts X San Luis Obispo Little Theatre 2014-15 Season X X San Luis Obispo Railroad Museum Central Coast Railroad Festival X X San Luis Obispo Soccer Club SLO Summer Classic X San Luis Obispo Symphony New Year's Eve Celebration X X San Luis Obispo Vocal Arts Ensemble 2016 California International Choral Festival X Senior Volunteer Services 7th Annual Giveaway Raffle X SLO Children's Museum Via Dei Colori SLO X SLO Downtown Association 40th Annual Holiday Parade X SLO Downtown Association 20th Annual Concerts in the Plaza X X SLO Noor Foundation 50 Shades of Color Fashion Revue + MusicFest X United Way of San Luis Obispo County Flavor of SLO 2016 X Wilshire Hospice Dia de los Muertos in Mission Plaza X Black is current month, gray is past work 25 Total; 23 served to date or in progress VC- Dropped off materials for display in Visitor Center; brochures, posters, etc. PR- Sent out Press Release SM- Ran event through Social Media outlets EC- Included in Event Calendar MTG- Meet with Groups in person to offer public relations advice and support ST- Sell Tickets for events through the Visitor Center PC- In place of in person meeting, had phone call with group to discuss details. Report to City of SLO – PCC Visitor Services Contract July 2015 Visitor Interaction July 2014 June 2015 July 2015 Walk-ins 7,188 8,157 9,093 Phone calls 611 603 619 Emails 152 231 346 Visitor Center Highlights • Assisted with set up and welcome of Special Olympics • Continued Visitor Center staff education with visits to SLO History Museum, Apple Farm Mill House Suites, SLO Railroad Museum and Mission San Luis Obispo de Tolsa • Increased availability of SLO branded merchandise • Took the VC on the road with a booth at Pride in the Plaza • Enjoyed helping every single visitor that came through our doors Demographic Snapshot International travelers 3,280 Asia 2% Africa 0% Europe 84% Australia/New Zeeland 2% United Kingdom 3% Canada 3% South America 6% Domestic travelers (outside of CA.) 638 West Coast 12% East Coast 21% South West 30% Mid-West 30% South 6% California travelers 1,706 Northern CA 21% Southern CA 24% Central Coast 39% Central Valley 13% Desert 3% Calendar of Events July 2015 August 2015 Events in calendar 182 100 SLO HAPPENINGS MONTHLY REPORT REPORT DATE: August 12, 2015 REPORT PERIOD: July 1 – 31, 2015 PROGRAM SERVICES & APP RESULTS SUMMARY Services: Marketing & UX Audit & Recommendations, App and Splash Page initial re-design & discussion. App Performance: Users: 1,717 Number of App downloads 284 Number of App deletions after download 0 Number of App sessions 1,800 Number of Page Views within the app 2,677 Splash Page Link Clicks (bit.ly/SLOHappenings): 135 ADVERTISING For July, all advertising was placed on hold while the new Freshbuzz/SLO Happenings promotional strategy and scope is presented for review, comment and approval on August 12th. SOCIAL CHANNELS In July, we we posted upcoming events and local information on the FB page 6 - 7 times per week. There was a loss of 12 likes due to attrition, with the total at 20,205. This is an expected adjustment as we are not currently running ads and the likes gained from boosted posts often drop off in time. Our future (recommended) ad strategy will target users most likely to use the app so we hope to increase relevant likes versus vanity likes. On Twitter, we tweeted 56 times, and gained 256 new followers. We continue to adjust the ratio by unfollowing inactive and irrelevant accounts and following active influencers in our community. Our early focus is on SLO-based twitter accounts. FACEBOOK June 2015 July 2015 +/- Likes: 20,217 20,205 -12 TWITTER June 2015 July 2015 +/- Tweets: 483 539 +56 Following: 611 808 197 Followers: 482 738 256 TOT Comparision 2007-08 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 Change +/-2014-15 2013-14 Change +/-2014-15 2013-14 Change +/-2014-15 2013-14 Change +/- July 565,386$ 565,637$ 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 8.8%87.2 86.8 0.3 143.47$ 132.62$ 7.1 125.05$ 116.34$ 7.5 August 573,057$ 609,452$ 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 8.6%85.1 83.1 2.4 147.17$ 134.54$ 9.4 125.17$ 111.81$ 12 September 465,179$ 416,859$ 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 10.1%74.5 73.1 1.8 128.61$ 121.10$ 6 95.77$ 88.69$ 8 October 418,474$ 416,905$ 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 16.6%77.9 70.4 10.6 130.39$ 119.51$ 9.0 101.57$ 84.26$ 20.5 November 375,287$ 354,737$ 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 11.6%67.8 62.6 8.3 $120.89 113.79$ 6.1 $81.95 71.36$ 14.8 December 312,510$ 274,871$ 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 10.1%57 54.8 4 $110.50 107.30$ 3 $62.95 58.78$ 7.1 January 287,474$ 258,316$ 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 20.6%60.6 54.5 11.1 110.82$ 102.55$ 8.1 67.15$ 55.92$ 20.1 February 342,220$ 292,343$ 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 17.6%66.8 63.7 4.8 $116.20 108.59$ 7 $77.57 69.20$ 12.1 March 386,458$ 289,506$ 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 16.2%70.3 66.4 5.8 121.44$ 110.14$ 10.3 85.32$ 73.16$ 16.6 April 388,911$ 391,891$ 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 8.2%78 75.4 3.3 133.83$ 124.57$ 7.4 104.34$ 93.98$ 11 May 435,516$ 393,431$ 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 10.0%70.4 73.5 4.4 137.58$ 128.56$ 7 101.05$ 90.45$ 11.7 June 513,631$ 456,098$ 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ ***82 76.6 7.1 149.08$ 139.95$ 6.5 122.30$ 107.20$ 14.1 Total/Average 5,064,103$ 4,720,046$ 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,076,196$ 73.13 70.08 4.4 129.17$ 120.27$ 7.4 95.85$ 85.10$ 12.6 ***Total to be determined. Occupancy ADR RevPAR Figures from Smith Travel Research report SLO HAPPENINGS PROMOTIONAL MARKETING STRATEGIES, SCOPE & PLAN August 4, 2015 F RESH S TRATEGY . F RESH I DEAS . F RESH R ESULTS . F RESH B UZZ . © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 2 - TABLE OF CONTENTS Introduction ....................................................................................................................................................................................... 3 Promotional Marketing Plan, Scope and Road Map ............................................................................................................... 4 Application Design Strategy and Experience ........................................................................................................................... 5 Application Design and Experience – Concept Designs ......................................................................................................... 6 Website / Splash Page Experience ........................................................................................................................................... 7 Graphics and Collateral................................................................................................................................................................ 8 Promotional Marketing Strategies and Roadmap ................................................................................................................... 9 Social Channel Design and Development .............................................................................................................................. 10 Promotional Experiences – Micro-Sites an Social Promotions............................................................................................ 11 Community Outreach Plan: Content, Monitoring and Response ........................................................................................ 13 Event / Community Outreach Plan – Vendors and Locals .................................................................................................. 18 Mobile Marketing Plan .............................................................................................................................................................. 19 Media and Targeted Advertising Plan .................................................................................................................................. 20 Guerrilla / Experience Marketing............................................................................................................................................. 24 SLO Happenings Program / Marketing Deliverables Schedule ......................................................................................... 25 Promotional Timeline Planning and Calendar ......................................................................................................................... 26 Editorial Planning and Calendar ............................................................................................................................................... 27 Program Data and Reporting / Tracking Of Results ............................................................................................................. 28 2015/2016 Budget & Allocation.............................................................................................................................................. 29 © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 3 - INTRODUCTION Thank you for selecting our agency to serve the Promotional Coordinating Committee, The City of San Luis Obispo, and the SLO Happenings Promotional Program. The following is our strategic outline and tactical road map to achieving the SLO Happenings marketing goals and objectives. This integrated marketing plan includes a comprehensive, multi-channel approach intended to generate awareness, increase engagement and provide measurable positive app download results, while further defining the SLO Happenings brand as a truly unique and one-of-a-kind app experience with comprehensive listings of all events in SLO. We will leverage the brand and experience re-design, social and mobile marketing, paid advertising, media and community relations to funnel traffic to the SLO Happenings app, to increase downloads, consistent usage, and retention of the SLO Happenings app. Our commitment is to be your Marketing Partner — strategizing, developing, promoting, nurturing and magnifying a focused, integrated and successful promotional marketing program that will continue to lay the foundation for growth and success in 2015/2016 and beyond. It is with our utmost gratitude and enthusiasm that we present our plan. We look forward to the steps ahead! © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 4 - PROMOTIONAL MARKETING PLAN, SCOPE AND ROAD MAP The overall guiding goal for this program is to position and market the SLO Happenings app as the go-to resource for all events and activities in the City of San Luis Obispo. TO THIS EFFORT, FRESHBUZZ WILL EXECUTE the FOLLOWING: Effectively design, market and promote the SLO Happenings app as a way to simplify the search for upcoming events and activities Position SLO Happenings as the go to resource for the most comprehensive list of all events in City of San Luis Obispo. Distinguish SLO Happenings as a unique app that is best for traveler or local looking for something to do in SLO. Develop and launch specific targeted advertising programs that focus on local demographics and those searching for events. Expand and connect to the efforts currently in the SLO Happenings community. Share relevant content with the ShareSLO and SLOVacations agency and community. STEPS TO SUCCESS INCLUDE 1. Assessment & Audit (delivered 7/8) 2. Updates to Application and Brand Design & User Experience 3. Social Media and Content Planning 4. Content and Messaging Strategy, Creation and Curation 5. Community Management, Monitoring & Response 6. Advertising Planning & Execution 7. Guerilla Marketing/ Public Outreach 8. Outreach to Event Promoters 9. Program Data and Reporting / Tracking Of Results Best practices involve implementing a digital experience that truly engages and connects with locals. Utilizing an integrated program of updated design, improved user experience, community engagement, promotions, content syndication, media planning, and custom applications we will create a lively community capable of spreading our message virally and providing the funnel for application downloads. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 5 - APPLICATION DESIGN STRATEGY AND EXPERIENCE As noted in our SLO Happenings app assessment and audit presented last month, certain improvements in the user experience are critical to the success and retention of the SLO Happenings program and app. A newly refreshed and up-to-date design of the app and other digital and social experiences will generate new interest and the addition of features that improve the experience will provide an opportunity to regain those who might have tried the app and not retained it. We recommended adding features that would do some or all of the following: Allow users to save events to “My Favorites” Allow users to hide events that do not interest them Allow users to save these preferences Allow swiping for previous / next page navigation We also recommended adding a filtering option that allows the user to personalize the app would greatly increase the likelihood that the app would be retained. The ability to make it their own would solve several issues. As the app becomes more popular for event producers and as more events come onto the feed, without the filtering option, users would be more likely to abandon the app once it got too cumbersome with multiple events. This translates to: simple modern design elements, a brighter color palate, and more contemporary imagery The following are the current / suggested new Icons categories listing: Art & Culture Music & Concerts Eat & Drink Families Outdoor & Recreation Ongoing Events Happening this Week – Ticket Icon © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 6 - APPLICATION DESIGN AND EXPERIENCE – CONCEPT DESIGNS Below are our 2.0 conceptual designs based on the feedback from our presentation at the July 8th PCC meeting. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 7 - WEBSITE / SPLASH PAGE EXPERIENCE We recommend updating the website / splash page design and experience to match the SLO Happenings application new branding. A refresh of this experience will net a better user experience, help generate new interest and maintain the new look and feel of the brand. Below is a 2.0 conceptual design based on the feedback from our presentation at the July 8th PCC meeting. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 8 - GRAPHICS AND COLLATERAL We suggest updating the design and experience of printed materials to match the SLO Happenings App and Splash re-branding. Our Suggestion: Design and Print Cards and small posters to be distributed for placement in downtown SLO shop windows and at SLO Events, etc. Below is a sample design concept: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 9 - PROMOTIONAL MARKETING STRATEGIES AND ROADMAP The strategies and tactics for this program include branded promotional experiences, content design, and hyper- targeted posts with calls-to-action to download the app. These efforts will be integrated with a targeted advertising campaign that will increase the social following and brand awareness, while educating followers and encouraging downloads and app use and retention. Below is our recommended integrated marketing strategy, design and (best practices) engagement tactics for SLO Happenings: 1. Social Channels Design & Development 2. Promotional Experiences (Digital Micro-sites / Social Promotions / Giveaways) 3. Community Outreach: Content, Monitoring and Response 4. Event Community Outreach – Vendors & Locals 5. Mobile / SMS Marketing 6. App Review Acquisition Strategies (Google Play and ITunes Store) 7. Media Planning and Targeted Advertising 8. Action Plan / Calendar © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 10 - PROMOTIONAL MARKETING STRATEGIES AND ROADMAP, CONT’D. SOCIAL CHANNEL DESIGN & DEVELOPMENT Upon final approval of the new branding, we will design and develop the following deliverables: Social Channels – Current o Facebook Timeline (sample design with new branding below) o Facebook Profile Icon (sample design with new branding below) o Twitter Background / Icon Social Channels – Recommended / New (Per Board) Approval o We will design and install branded channel backgrounds and icons for new social and content channels as required. Custom Branded Facebook, Twitter and Other Channel posts o We will design unique branded posts and schedule 2x per week. Samples designs below. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 11 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. PROMOTIONAL EXPERIENCES – MICRO-SITES, SOCIAL PROMOTIONS & GIVEAWAYS Promotions are a great strategy to build excitement, encourage conversation, and viral sharing of content. We recommend leveraging current GIA/SLO events with SLO event ticket acquisition and giveaways. SUGGESTED DIGITAL EXPERIENCES Facebook Timeline Promotion - Facebook newsfeed contest with winners based on number of likes, shares and comments). o For each promotion, we will design (1) SLO Happenings branded timeline cover that will be the visual content vehicle for this promotional effort. Social App - Contest / Giveaway Promotion – Win Tickets to SLO Events o We will design and develop one (1) SLO Happenings micro-site template that can be swiftly adapted to a promotion or event. We will create and deploy this promotional app on Facebook up to 3x a year, based on the availability of event ticket prizes. HERE ARE A FEW OPTIONS FOR CONTEST / GIVEAWAY PROMOTIONS 1. THE SLO HAPPENINGS BIG GIVEAWAY – Attention grabbing promotion with select events tickets for a VIP prize with runner up prizes. To include CTA to download the app. App can be linked and deployed on slohappenings.com and / or Facebook, Email, Pinterest, Twitter, Instagram, Google+, etc. 2. TICKET TUESDAYS – A Weekly Giveaway – SLO Happenings-branded contest experience – with giveaways ranging from tickets to sponsor/promoter giveaways. This can be used as a Timeline contest. 3. SLO HAPPY INSTAGRAM PHOTO CONTEST – “What Makes YOU SLO Happy?” Grow engagement and valuable user content. Great opportunities for sponsor giveaways, include clear CTA to download the app. App can be linked and deployed on its own URL and / or Facebook, Email, Pinterest, Twitter, Instagram, Google+, etc. Note: All digital experiences and content would be created for both engagement and CTA’s to “download app here / now”. These apps would be deployable on Facebook (pc and mobile) and fully website-embeddable. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 12 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. PROMOTIONAL EXPERIENCES – MICRO-SITES, SOCIAL PROMOTIONS & GIVEAWAYS, CONT’D. SAMPLE CAMPAIGNS: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 13 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: CONTENT, MONITORING AND RESPONSE SOCIAL CHANNEL DEVELOPMENT & MANAGEMENT Provide expert-level management and best practices channel design of relevant social platforms pages to include Facebook and Twitter (and other channels as approved). Develop and post SLO Happenings-branded creative, overlay and stitch-post messaging. Conduct 5-7 updates weekly (upload links, photos, brand images and videos) on the social channels. Provide monthly Action and Editorial / Content planning calendar. CONTENT CURATION Curate and syndicate relevant social content including posts, links, photos and videos with hashtags and other social tagging. Connect with the SLO community with enticing, interesting and relevant content and images. Leverage the social communities and influencers of the event promoters to encourage downloads. Connect to partners and influential channels, fans, and followers by consistently leveraging local and regional relationships, cross-posting, and tagging. Maintain regular communications with SLO City for assets, updates and reports on upcoming events. Monitor and report channel performance for Reach and ROI with full reporting provided monthly. Working with your team, we will recommend actionable best practices and key social media design adjustments to best leverage and amplify all of your social channels. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 14 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: MESSAGING, CONTENT, MONITORING AND RESPONSE BRAND MESSAGING STRATEGY Providing a brand-smart, creative, and delightful (and multi-channel) campaign strategy and messaging will captivate, connect and convert. We will infuse the promotional efforts with messaging tailored to the community by developing a distinct voice, an updated look and feel, platform specific recommendations, and a paid promotions strategy. To this effort, we will create, curate and promote unique event-centered content centered on the days of the week. Leverage popular hashtags (Twitter, FB and other channels as approved), as well as promote awareness of the SLO Happenings-unique branded hashtags, #slohappenings, #slohappy, #shareSLO The plan involves a branded social messaging strategy that infuses the messaging, taglines and hashtags of: VISUAL MESSAGING TACTICS Images of people from past SLO Events Feature images of friends, drinking and dining alfresco. Images of popular SLO attractions Iconic SLO images with questions to entice engagement. EX: Bubblegum Alley image and question of “Have you added to the wall?” Throwback Thursdays with historic events and trivia questions. HASHTAGS MESSAGING TACTICS I am #SLOHappy What makes you #SLOHappy? Are you #SLOHappy? Let’s Get #SLOHappy #SLOHappenings #ShareSLO #SLOVacations (for out-of-area targeting (current focus is to local SLO County residents.) © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 15 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: MESSAGING, CONTENT, MONITORING AND RESPONSE DAY-OF-THE-WEEK CONTENT TACTICS Here are some regular weekly options that can be selected, but we do not suggest using all of them, best to pick one or two most relevant and make them a regular occurrence. The hashtags of #TBT, #ThrowbackThursday, #WW, #WineWednesday, are very popular and can be interspersed into the posting schedule. Disclaimer note: We do not recommend daily posting as it can create user overload resulting in a loss of engagement so we will closely monitor and adjust our timing for best results. Music Monday: bands and musical happenings around the city of SLO Tasty Tuesday: food photos; past events, vendors, people eating Ticket Tuesdays (newsfeed-based promo, with a giveaway to promote) Wine (and Brew) Wednesday: feature local wineries and brews Throwback Thursdays: photos of previous SLO events / promote for next year #TBT Foodie Friday: Feature special food & drink happenings SLO Saturday: general information about events Sunday Funday: Focus on things that make you #SLOHappy © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 16 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: MESSAGING, CONTENT, MONITORING AND RESPONSE SPECIFIC SOCIAL CHANNELS – STRATEGY TO EXECUTION The following is our recommended SLO Happenings program channels and content action plan: HASHTAGs: #slohappenings, #slohappy, #shareslo, #slovacations AUDIENCE / PROMOTIONAL TARGETS Promoters: SLO Event Sponsors and Promoters Audience: SLO residents initially, will review with committee about expanding to visitors at a later time Events: All sponsored and SLO Events will be considered as approved content Chambers and Local Businesses Mobile Users RECOMMENDED CHANNELS and CONTENT EXECUTION Facebook: o Revise background, cover image and profile icon with new branding o Focus: Continued growth and increasing engagement o Post 4-7x per week o Plan and post branded post, recipes, CTAs, Past events and other content as approved o Provide information on current events and things to do o Provide links to events and links to download app o Reply to all questions and comments from fans o Curate and post images and videos of events Twitter: o Revise background, cover image and profile icon with new branding o Focus: Increase Followers & Retweets o Post relevant images and videos o Post 6-10x per week o Conduct outreach to increase followers – consumers, vendors & brands o Tag vendors and influential Twitter accounts. o Follow new people/businesses and organizations every week o Tweet articles related to SLO o Retweet content from partners, ShareSLO, and other city businesses. o Unfollow inactive accounts and people who do not follow you. o Follow Twitter influencer in the area and engage with RTs and DM © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 17 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. COMMUNITY OUTREACH PLAN: CONTENT, MONITORING AND RESPONSE, Cont’d. Pinterest: o Set-up, design and populate a SLO Happenings channel o Set up “Rich Pins” for application download: http://business.pinterest.com/en/rich-pins o Curate a Group page and invite key partners to join o Create a board for each of the categories and key events o Set-up for specific pins to link to the splash page o Pin 3x per week o Focus: Engagement, sharing and conversions o Follow, Pin Relevant Content and Followers o Create and share Community boards o Category-specific boards – Art & Culture, Music & Concerts, Eat & Drink, Families, Outdoor & Recreation o Expand events and happenings photos and add branded images with links to download the app. o Add SLO Happenings content as created, increase Social SEO Instagram: o Set-up, design and populate a SLO Happenings channel o Focus: Growth and engagement of followers, increase image library o Post relevant images and videos o Photos from previous events o Post 2x per week o Category-specific boards - Art & Culture, Music & Concerts, Eat & Drink, Families, Outdoor & Recreation o Add SLO Happenings content as created, increase Social SEO YouTube & Vine: (This option is dependent upon video resources) o Set-up and design a SLO Happenings channel if there are enough video assets to start one now. o If no video library, we will curate and collect videos and reintroduce this idea at a later time. o Focus: Curate, favorite and share SLO events content -- expanding video library o Add SLO Happenings content as discovered, increase Social SEO and visibility Google+: o Set-up and populate a SLO Happenings channel o Focus: Ongoing content curation and engagement o Post 1x per week o Add SLO Happenings content as created, increase Social SEO and traffic Periscope: (engaging live streaming engagement app built by Twitter) o Set-up a SLO Happenings channel o Focus: Create content from major SLO Events and things to do in SLO o Leverage the video content for future postings and ads © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 18 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. EVENT / COMMUNITY OUTREACH PLAN – VENDORS / LOCALS TO VENDORS / EVENT PRODUCERS: Work with the PCC and SLO Chamber on executing effective outreach strategies including possible: o Press Release to Community Vendors, Promotors and Sponsors (SLO Chamber) o Social and Email Outreach to Community Sponsors and Promoters (App List, SLO Chamber’s channels, etc.) TO LOCALS: The FreshBuzz team will attend select Thursday Farmers Market and/or Friday Concerts in the Park and other event to spread the word about SLO Happenings: pass out flyers, live streaming (Periscope), and creating new photo / video assets. Design, print and distribute SLO Happenings cards (distribution) and posters (downtown shop windows). Fund would be available via reallocation of unused Advertising budget for July and August). © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 19 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. MOBILE MARKETING PLAN With the goal to make it easy as possible to find and download the app, we suggest leveraging mobile app distribution via Text-To-Download SMS program. SMS is the most widely used and a very versatile mobile channel. Whether you use it for simple, one-way messaging or interactive, two-way communication, SMS messaging can effectively improve the opportunity for application downloads and user engagement. With text message marketing, we are able to decrease the friction experienced when downloading mobile phone apps, in-turn, increasing the amount of downloads of the app. NOTE: Just like email, SMS is a permission-based opt-in channel. Users need to clearly opt-in to receiving what you’re offering. OUR RECOMMENDATION Our recommendation is to leverage this strategy to grow subscribers via off-line and social marketing. This is achieved with a printed card, flyer or post with a call-to-action to text a special keyword (i.e. SLO events) to a 5-digit number. The recipient will receive a replied text message on their phone with a direct link to the splash page where they can choose which app platform to download on their phone or tablet. Additionally, SMS Mobile marketing can also be used as a broader messaging strategy whereby periodical key messages can be sent to users who have opted in to receive key SLO events and information. We would monitor this program for use and effectiveness. SMS MARKETING CAN BE USED AT: Flyers and Cards distributed at SLO events Social Posting / Sharing (Events, contest SLO Chamber / SLO City Hall Kiosk / Tablet (opt-in onsite) SUGGESTED VENDOR Suggested Vendor: Mozeo One Time Keyword Fee: 24.99 Cost Per Outbound Text: .03 cents each © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 20 - PROMOTIONAL MARKETING STRATEGIES AND PLANNING, CONT’D. MEDIA & TARGETED ADVERTISING PLAN We recommend the use of hyper-targeted Facebook ads as they are the most versatile and cost effective on the market. We have not found the use of Twitter ads to be particularly effective in growth. We have a guerilla strategy that we developed for Twitter that far exceeded the ad results so we prefer to focus the media budget on Facebook ads with tight advanced targeting strategies. The ability to use a pay-per-click option and the focused demographic targeting mean your dollars are spent on only those most likely to actually download and use the app. An effective ad /outreach tactic we would execute is to specifically target Facebook Event promoters and Facebook page admins. We would focusing on the app marketing and outreach with the Facebook page as a vehicle. FACEBOOK TARGETED ADVERTISING PROGRAM SET-UP, CREATION AND DELIVERY Below is our recommended advertising plan to accelerate swift marketing reach, campaign visibility and engagement, and ultimately maximize the effectiveness of SLO Happenings application downloads and usage. Ads Launch: Suggested date upon approval: 09/01/15 o We recommend launching the Ads program post-completion of the new App re-design. o This will allow us to advertise the new features, and brand new look and feel. Facebook Ads Types o Click to Website (using the offsite conversion pixel, code to be provided) o Application Download (this will be the focus of our efforts) o Page Engagement (also a focus as better engagement means better reach and organic growth) o Page Likes (the “like page” option is available in the “clicks to website” ads so we will keep this category but add a minimal spend) Ad Experiences o Image o Video o Carousel o App Download Media Budget: $300 per month. Budget for ads: $300 per month ($3,000 total) Please note: As the Ad Campaign is expected to launch 9/01/15, we would like to allocate remainder of advertising dollars not spent in July and August to cover rebranding design costs not anticipated in original scope. Management: Ads will be continuously reviewed and adjusted (optimized) for performance and results (click to download, clicks to website, likes). © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 21 - MEDIA & TARGETED ADVERTISING PLAN, CONT’D. ADS TYPES AND CREATIVE We will focus on mobile ads and smartphone users for increased app downloads. Using the PPC (Pay-per-click) option for Facebook ads will allow us to pay a set amount per actual click. This allows for greater visual exposure as we are not charged for impressions, only actions taken. SAMPLE FACEBOOK AD DESIGNS CLICKS TO WEBSITE WITH A “DOWNLOAD” CTA AD: PAGE LIKES AD: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 22 - MEDIA & TARGETED ADVERTISING PLAN, CONT’D. SAMPLE DESKTOP LIKE AD: SAMPLE MOBILE LIKE AD: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 23 - MEDIA & TARGETED ADVERTISING PLAN, CONT’D. ENGAGEMENT POST AD: © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 24 - GUERRILLA / EXPERIENCE MARKETING With the 2015/2016 budget allocation, there is not sufficient budget for these additional ideas in this project scope. However, this does not stop us from recommending ideas that would have marketing impact. Here are some ideas of promotional giveaways that we really like but are out of scope and budget in this current plan. We selected some items that are most likely to have a “keep it” factor and not be tossed like so much promotional material is. SLO HAPPENINGS SHOPPING BAG In an effort to enhance visibility and reach to visitors, a simple “SLO Happenings“ shopping bag that is reusable, eco-friendly, and branded with the SLO Happenings brand and messaging for visibility and outreach. A nice quality recycled material bag allows us to keep a visual reminder of the SLO Happenings brand and a nice bag is more likely to be the one used and seen. SLO EVENTS OUTREACH Working with local influencers, student interns, and other interested parties, create a street team that attends local happenings such as Thursday Night Farmers Market and/or Concerts in the Plaza. Provide a t-shirt and/or button emblazoned with “I am SLO HAPPY” branded messaging and handouts to download the app, also can leverage an on-site contest to win event tickets (based on availability). SLO HAPPY FLASH MOB Working with local arts dance professionals, influencers, ShareSLO, SLO Chamber and others to co-sponsor and create an extraordinarily wonderful, “I AM SLO HAPPY” FLASH MOB with the music of “Happy” by Pharrell Williams. Create unique smiley-face masks that get adorned when the mob starts. Invite the media. Everyone is happy. SMS OUTBOUND MARKETING This marketing tactic can go well beyond simple Text-to-Download strategy previously mentioned. This tactic is extremely versatile and allows you to connect with current users and attract new ones in a variety of ways. If you can do it with a text message, SMS Marketing can cover it. Examples are: Mass Text Messages - Type a message once and send it to all app users. Text-2-Join - Encourage people to text your Keyword to a Short Code to join a marketing list. Text-2-Win – People can text your Keyword to a Short Code to win a contest or other incentivized promotion © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 25 - SLO HAPPENINGS PROGRAM - MARKETING DELIVERABLES SCHEDULE (DRAFT) MILESTONE DATE Audit & Assessment Submitted 7/8 1st Round Concepts Submitted 7/8 2015/2016 Marketing Scope and Plan Submitted 8/4 2nd Round Concepts Submitted 8/4 2015/2016 Marketing Scope and Plan Presented / Discussed 8/12 Scope Approved TBD Design Approved TBD App Design / Development Commenced TBD 2015/2016 Marketing Scope and Plan Approved TBD App Redesign Launch TBD Campaign – Social & Media Release for new App redesign TBD Facebook PPC Ads Set Up and Launched 9/01 Social Promotional App Design and Approval 8/25 Social Promotional Development, QA and Testing 8/31 Promotional Applications Designed and Launched (events driven) Quarterly Content & Community Mgt, Posting, Ads and Optimization Ongoing Program Monitoring, Optimization and Reporting Ongoing © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 26 - PROMOTIONAL TIMELINE PLANNING AND CALENDAR We have prepared a suggested 2015/2016 SLO Happenings Promotional Marketing Action Plan. Below is a screen shot with the full sheet accessible here via Google Docs. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 27 - EDITORIAL PLANNING AND CALENDAR We have prepared an initial SLO Happenings Editorial Calendar. Below is a screen shot with the full sheet accessible here via Google Docs. A thought about the strategy and the use of editorial calendars: SLO Happenings curates content and information about the latest events going on in SLO. Events are added to the app constantly, therefore planning posts 20+ days in advance doesn’t account for these added events. We suggest the editorial calendar show sponsored events and large SLO City events leaving room for high level events not currently on the calendar. That way, we can still have space to promote and post any events that may be added. © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 28 - PROGRAM DATA AND REPORTING / TRACKING OF RESULTS There are key benchmarks that will reflect the success of this marketing plan over the 12-month period and help us to adjust tactics as necessary. Below is our approach to the data collection and representation of the account. DELIVERABLES & PRESENTATIONS TO BE PROVIDED Submittal of a monthly activity report Quarterly in-person presentation of activities Annual in-person presentation of activities By providing an insightful look into the success of our marketing efforts, FreshBuzz will track, review and analyze the program marketing tactics, campaigns and paid ad programs. Our dedicated team can quickly adapt to market changes and the ever-evolving world of online marketing and social media. The following analytics tracking and reporting services are a key part of this proposal: Insights to track demographics, reach, engagement, sharing, referring sites, tab views, top posts, impressions percentages and level of participation. Work with GFL to set up required Application data dashboard Provide comprehensive reports with social insights and analysis of activity, insights and stats. MEASURABLE RESULTS All social and application statistics and results will be closely tracked to ensure the content and posts are engaging and that they are being seen in the newsfeeds. Facebook insights will be employed to track the specifics of virality, social reach, and the all-important “engagement”, which is a clear indicator of the reach of the page, as well as monitoring tab views, top performing posts and overall interactions. Monthly reports will examine all social media channels and the results will be used to further tweak the editorial calendar to maximize exposure and fine-tune the posting style. We would provide quarterly and annual in-person presentation of results as well as monthly reports. WE WILL PROVIDE REPORTING & METRICS FOR THE FOLLOWING Number of app downloads Number of app deletions after download Number of app sessions Number of page views within the app Frequency of app reuse Tracking of campaign social stats Tracking ROI on advertising including CTR and/or response rate for any paid advertising Increase fan base and interactivity on all social media channels © FreshBuzz Media www.freshbuzzmedia.com connect@freshbuzzmedia.com - 29 - 2015/2016 BUDGET AND ALLOCATION Below is our recommended 2015/2016 budget for services and deliverables as outlined above. We suggest the reallocation of the unused budget for July and August 2015 Facebook PPC Ads of $650 to be diverted to design and printing of SLO Happenings Cards and Posters, and this will increase the Creative, Content Development & Printing budget (shown below) from $1,750 to $2,400. If the Mobile SMS App Download Strategy is approved, then we will adjust the budget to include this high value / low cost marketing tactic with cost limits to be determined. DESCRIPTION OF ACTIVITY 2015-16 BUDGET Marketing Audit, Strategic Planning & Scope Including New Channels Development $2,500 Creative, Content Design, Development & Printing Includes One (1) Facebook / Web App Micro-site Template $2,400 Social Community and Content Management $12,000 ($1,000/mo) Account Management / Supervision $8,400 ($700/mo) Media Budget (commence 09/01/2015) $3,000 Onsite Meetings / Reporting Inclusive TOTAL $ 28,300 February 2, 2015 Dear Interested Organization: The City of San Luis Obispo's Promotional Coordinating Committee (PCC), under direction of the City Council, recognizes that cultural, social and recreational organizations make significant contributions to the overall quality of life in the City of San Luis Obispo. Accordingly, the City sponsors a Grants-In-Aid program to promote such activities within our community. The City awards annual grants totaling approximately $90,000 to approximately 25 organizations each year. At this time the City of San Luis Obispo invites you to apply for grant funding to be awarded as part of this program. To be considered for grant funding, organizations must have non-profit status (Articles of Incorporation, 501(c)(3) or (c)(6) status, Federal ID number and Tax Exempt Notification) prior to grant submittal. They must also have clearly stated goals, and be able to demonstrate that their financial management practices are sound and insure accountability. The City is unlikely to fund new projects which duplicate or conflict with existing programs, services, or events. Project collaboration among organizations is encouraged. Grant requests must be for programs and events that occur during the funding cycle, July 1, 2015– June 30, 2016. Organizations that received promotional grants during the 2014-15 funding cycle must have complied with all reporting requirements to be considered for a 2015-16 grant. To be considered for a grant, organizations must have attended the mandatory meeting on Wednesday February 11, 2015, at 5:00 pm in the Council Chamber and apply, using the attached application form, by NO LATER THAN 5:00 p.m., Friday March 6, 2015. Late or incomplete applications will not be accepted. The application must provide the following information: Please submit 10 sets (typed, clipped, and 3-hole punched) of the attached application. Additionally, please submit one copy (clipped) of the following: • your organization's financial statement • by-laws • tax exempt certification • a listing of all officers and staff • signed statement of limitations and payment disbursement (Attachment 4) PLEASE DO NOT SUBMIT OTHER SUPPLEMENTAL MATERIALS WITH THE REQUESTED APPLICATION OR BIND/STAPLE YOUR APPLICATION MATERIALS. It is important that your application provide all the requested information. Clear, concise and original applications are best. Ten copies of your original application should be hand delivered or mailed to: Promotional Coordinating Committee Attn: Molly Cano City of San Luis Obispo 990 Palm Street San Luis Obispo, CA 93401 Please note the following dates: 1. February 2, 2015 - Application information available on the City’s website at www.slocity.org/culturalGIA. 2. February 11, 2015 at 5:00 p.m., Special Meeting of the PCC - An informational workshop will be held in the Council Chamber at City Hall, 990 Palm Street, to answer questions regarding the Grants-In-Aid process. This meeting is mandatory for all applicants, as the PCC will elaborate on the grant criteria to be applied. 3. March 6, 2015 - Completed applications will be due to the City Administration Office by 5:00 p.m. LATE OR INCOMPLETE APPLICATIONS WILL NOT BE ACCEPTED. 4. May 20, 2015 at 5:30 p.m., Special Meeting of the PCC - Committee will present its preliminary 2015-16 Grants-In-Aid recommendations to applicants at a public meeting (all applicants will be notified of this meeting by email). 5. June 2015 - City Council reviews PCC recommendations and makes final funding decisions. 6. July 2015 – Grant contracting with organizations. 7. August 2015 - Grants available to approved organizations when fully executed agreements are returned. If you have any questions, please contact Molly Cano at 781-7165 or mcano@slocity.org. Sincerely, Jill LeMieux Chairperson, PCC PROMOTIONAL COORDINATING COMMITTEE GRANT APPLICATION ASSESSMENT CRITERIA Applications submitted to the Promotional Coordinating Committee will be evaluated both in terms of the applicant and the grant proposal using the following criteria: A. APPLICANT CRITERIA 1. Applicant organization must have a clearly stated purpose and function and be responsible for the planning and provision of a cultural, social or recreational program/event. 2. Applicant must demonstrate that it has the managerial and fiscal competence to complete the proposed project. Repeat applicants must have a successful history of using prior grant funds, as evidenced by a completed and accepted Final Report. 3. The organization must have non-profit status as defined in Section 501(c)(3) or (c)(6) of the Internal Revenue Code (no exceptions made). 4. The organization must give evidence that it has pursued other sources of financial support, and that it has examined and weighed the financial ability of the target population to support its program or event. 5. The organization must extend its program to the general public and may not exclude anyone by reason of race, religion, sex, national origin, sexual orientation, age, physical, mental or economic status. 6. The applicant organization must comply with the final report evaluation process as requested by the Promotional Coordinating Committee. B. GRANT CRITERIA & GUIDELINES 1. Priority will be given to events that take place in the City of San Luis Obispo or events of special benefit to the City of San Luis Obispo. 2. Grant requests must meet one or both of the purposes below: • Of tourism promotion advantage to the City of San Luis Obispo and/or; • Of cultural, social, and/or recreational benefit to the residents of the City of San Luis Obispo. 3. Events and programs must take place during the City’s fiscal year July 1 through June 30. Priority will be given to events that take place in “non-peak” tourism months (October through March) and bring people to San Luis Obispo. 4. Priority will be given to requests pertaining to marketing and promotional efforts for the event in order to drive visitors and tourists to the City of San Luis Obispo. 5. Additional consideration will be given to organizations celebrating an anniversary or grand opening. 6. Additional consideration will be given to organizations requesting “seed money” for new events or to enter new promotional markets outside of San Luis Obispo. 7. Amount of other City support requested and co-op opportunities that are actively pursued will be considered. 8. Demonstrated financial need is considered, although events with potential promotional benefit to the City of San Luis Obispo will be given higher consideration. 9. Past grant performance of the organization is considered. Please note that integration of the City’s logo and the City’s support of the event are imperative in order to receive grant funding for a consecutive year. 10. Grants are not given for the following expenses: a. Office overhead or staff b. Equipment c. Rental of space d. Scholarships / Honoraria The following tiered structure will be guidelines to establish the grant amount: First Tier: Up to $3,000 Organization of local reach with a cultural, social, and recreational benefit to the residents of San Luis Obispo. The organization agrees to place the City’s logo on all its marketing material and its website (if one is available). Second Tier: $3,001 to $7,500 Organizations that reach countywide and bring patrons to San Luis Obispo. The events have a distinct benefit to the City’s residents, but also drive traffic from around the county to the City for the event. The organization agrees to incorporate the City’s logo on marketing material and its website. In addition, the organization will include City of San Luis Obispo visitors and tourism information in its mailings and marketing outreach. Third Tier: $7,501 to $12,000 The organization effectively brings patrons from outside the county to San Luis Obispo and has the means to drive tourism to the City. In addition to the integration of the City’s logo on marketing material and its website, the organization will include City of San Luis Obispo visitors and tourism information in its mailings and marketing outreach and allow physical presence of City Tourism at the event. The organization is encouraged to submit a proposal to that effect. Please note: as the City’s Grants-in-Aid program is considered by the Promotional Coordinating Committee each year funding is provided, all applicants will have to compete for funding anew every year. Sustainable Funding Program If an organization receives continuous funding from PCC, Grants In Aid, it will be placed on the Sustainable Funding Program tract. The Sustainable Funding Program will allow an organization to receive up to 8 years of GIA funding. The intention of the Sustainable Funding Program is to provide initial support to local organizations as their event becomes more established in the City of San Luis Obispo and the organizers have the opportunity to cultivate new community partners and secure ongoing diverse funding options in order to become self-sustaining. Recipients on the Sustainable Funding Program can anticipate a reduction in GIA funds. After four years of funding Grants In Aid award amounts may be reduced by one third each year for a maximum of four years or as budgets allow. As organizations/events advance from the Sustainable Funding Program the PCC will have greater opportunity to fund different organizations and foster new program events for the City of San Luis Obispo. Once an event has advanced from the Sustainable Funding Program, the PCC will offer the event the opportunity to receive the In-Kind Promotional Support from the City of San Luis Obispo. In-Kind Promotional Support The PCC acknowledges that once an event advances from the Sustainable Funding Program, the event may wish to receive support from the City in a non-monetary manner. The PCC has created an In-Kind Promotional Support package to offer post sustainable funded events that may include: - Inclusion in the SLO Happenings campaign promotions - Inclusion in the #ShareSLO campaign promotions - Event listing on SanLuisObispoVacations.com - Limited PR Support: Inclusion in the activity round-up press releases - Use of City/ Tourism logo If the event meets certain criteria defined by the City, the event may be provided with the City’s Tourism logo and/or City emblem - Letter of Support endorsing the event to be used to seek other event funding or grants If the event meets certain criteria defined by the City, the event may be provided with a letter of endorsement To qualify for the In-Kind Promotional Support package, the event must have advanced from the Sustainable Funding Program and must complete the required portion of the GIA application annually. As with the GIA funding applications, the PCC will review the application for consideration prior to awarding the package. APPLICANT: Please use this as a checklist for your application. It does not need to be submitted with the application. Everything on this checklist is required, unless otherwise indicated. 1. Grant Application Form a. Description of project or activities to be supported by the grant. b. Description of who will benefit from the project, including any tourist attraction potential. c. Description of any collaborative efforts with other agencies relative to this project. d. The total amount requested, including a prioritized breakdown of individual line items within that total. e. Detailed budget for the project, indicating expenditures to be supported by the grant and expenditures supported by other grant sources. f. Crowd control safety plan (parades or large special events only). g. Description of how your agency will acknowledge the City in your promotional materials. h. Organization’s website URL 2. Your organization’s most recent complete annual financial statement 3. Your organization’s by-laws 4. Your organization’s tax-exempt certification 5. A listing of all officers and staff 6. A signed statement of limitations and payment disbursement (Attachment 4) NOTE: Please do not bind or staple your application materials. Submit 10 sets (typed, clipped & 3-hole punched) of item # 1 Submit 1 set (clipped) of items # 2-6 LATE OR INCOMPLETE APPLICATIONS WILL NOT BE ACCEPTED. Completed applications are due to the City Administration Office on March 6, 2015 by 5:00 pm Page 1 of 5 GRANT APPLICATION FORM DATE(S) OF EVENT: ___________________________________________________________ NAME OF EVENT: ____________________________________________________________ EVENT LOCATION: ___________________________________________________________ NAME OF ORGANIZATION: ADDRESS OF ORGANIZATION: _______________________________________________________________________________ _______________________________________________________________________________ WEBSITE URL: ________________________________________________________________ NAME OF CONTACT PERSON: TELEPHONE NUMBER: E-MAIL ADDRESS: TOTAL AMOUNT REQUESTED: In-Kind Promotional Support Only PURPOSE OF GRANT REQUEST: (Word Limit: 100 max) Page 2 of 5 Please complete the entire application, answering all requests for information. *Indicates required questions for In-Kind Promotional Support package applicants 1. Provide a brief description of the event or activity. (Word Limit: 100 max)* 2. Provide a brief description of your organization and its cause including how the project or activities support the overall goals of the organization. (Word Limit: 250 max)* 3. Will your event be taking place within the City of San Luis Obispo?* Yes ___ No ____ Venue Name: __________________________________________________________________ Venue Location: ________________________________________________________________ 4. Has a City permit been issued for your event or have contracted the venue for your event date? Yes ___ No ____ Page 3 of 5 Note: Event applicants shall be responsible for securing a separate Special Event Permit with the City. For use of City facilities, venues, or services, applications must be received no later than 90 days in advance and can be accepted up to 1 year in advance. The application form can be found at the link provided. Application and fees are payable to the City of San Luis Obispo and can be submitted directly to the Parks and Recreation Department located at 1341 Nipomo Street, San Luis Obispo, CA 93401. 5. Is this a first year the event will take place? Yes ___ No ____ If yes, skip to question number 13 6. If not, how many years has it taken place?* 7. Where has it taken place previously? 8. What was the historical attendance?* 9. What is the expected event attendance?* 10. Expected percentage of in-county vs. out-of-county attendees: 11. Who is your target audience?* Page 4 of 5 12. Do you sell tickets or is it a free event? Tickets____ Free____ If tickets are required, please provide the price range. ________________________________ 13. Describe any collaborative efforts with other agencies relative to this project. (Word Limit: 100 max and bulleted list is acceptable.) * 14. Indicate total amount requested from the City of San Luis Obispo, including a prioritized list of individual line items making up the total. Include any in-kind contributions from the City (i.e. facility or park use etc.). Attach a separate sheet if more space is needed. Project Component Amount Total $ 15. Provide a detailed budget for the whole project, listing all available support and income sources. Attach a separate sheet if more space is needed. Source Amount TOTAL $ Page 5 of 5 16. Provide a detailed Media Plan including traditional and online media. Attach a separate sheet if more space is needed. Media Outlet Type & Frequency Cost of Advertising Example: LA Times Online Banners / 1,000 impressions $ XXXXX The Tribune ½ page ads / 3 times $ XXXXX 17. Provide your crowd control and safety plan (parades or large special events only). 18. Describe how your organization will acknowledge the City’s support in your promotional materials. (Word Limit: 100 max and bulleted list is acceptable.) Be sure to include all supplemental materials as requested. Thank you. Return Grant Application to: Promotional Coordinating Committee Attn: Molly Cano City of San Luis Obispo 990 Palm Street San Luis Obispo, CA 93401 PROMOTIONAL COORDINATING COMMITTEE STATEMENT OF LIMITATIONS AND PAYMENT DISBURSEMENT Please read the following document and sign to indicate that you have read and understand it. Limitations: This grant application does not commit the sponsor to award a grant or to pay any costs incurred in the preparation of this application or to procure or contract for services or supplies. The Promotional Coordinating Committee reserves the right to accept or reject any or all applications received, to fund on a line item basis, to negotiate with all qualified applicants, or to cancel in part or in its entirety this application, if it is in the best interest of the City to do so. Payment of Funds: All duties, obligations, and disbursements of funds are to be governed by the provisions of the agreement between the City and the applicant receiving funds. • An applicant awarded funds shall enter into a contractual agreement with the City of San Luis Obispo for stated programs for the current grant period July 1, 2015 through June 30, 2016. • The payment schedule will be stated in the contractual agreement. • The contracting agency will agree to provide reports in such form and detail as may be required by the City and the PCC to monitor contract performance prior to payment for programs. • Contracting agency will provide City with an annual audit by an independent auditor to be approved by the City, if the City should so request. (Sample copies of standard City contract forms are on file with the City Clerk.) I, , (printed or typed name of authorized applicant organization representative), have read the above statement and fully understand its contents and implications. I further attest that all the information contained in this application is accurate to the best of my knowledge. Signature Date Title Applicant Organization Tourism Business Improvement District Meeting Minutes Wednesday, July 8, 2015 10:00 am City Hall CALL TO ORDER: Vice Chair Clint Pearce PRESENT: Pearce, Wilkins, Hutton, Phipps, Harris STAFF PRESENT: Molly Cano Call to Order at 10:04 am PUBLIC COMMENT None. APPOINTMENT City Clerk, Anthony Mejia performed the swearing in of LeBren Harris to the TBID Board. CONSENT AGENDA ACTION: Moved by Phipps/Hutton to approve the consent agenda. Motion carried 4:0 Commissioner Wilkins arrived to the meeting at 10:08 am PRESENTATIONS 1. SLO COUNTY REGIONAL AIRPORT Kevin Bumen, San Luis Obispo County Director of Airports presented an update to the Board on airport activities and developments. Bucmen thanked the Board for their support of the SIXEL conference and acknowledged the success of the San Luis Obispo closing night dinner event as a highlight of the conference. Highlights from the presentation included: as of September 1st 2015 the airport will have 10 daily flights (3 – SFO, 4 – LAX, 3 – PHX); as a result of the conference and additional meeting SLO was able to gain back two of those flights; service development is continuing to be pursued from Denver, Seattle, Sacramento, Portland, and Salt Lake City; SBP is doing better than most regional airports- 2014 passengers up 11.2% at 302,652 from previous year; New Terminal Design will start of construction in fall 2015. The airport encouraged the Board to consider what new service will mean to them and being planning for how they will partner in the marketing of the new service when it becomes available. 2. CHAMBER YEAR-END REPORT Pam Roberts, Vistior Services Director for the SLO Chamber will presented the 2014-15 year-end report for the contract with the SLO TBID. The contract includes: providing a dedicated customer service for San Luis Obispo City hotels at the Downtown Visitor Center; a 800-number separate phone line exclusively for the TBID; perform “hotel availability call arounds” and keep a record of current availability for all SLO City hotels; educate local hoteliers about the hotel availability program and how they may best utilize it. Highlights of the year included: 427 phone call to the phone number in the year, over 81,000 visitors were served in the visitor center and over 4,000 SLO hotel rooms were referred which was up nearly double from the year prior. New feature is tracking the demographics of the guests coming into the Visitor Center and where they are coming from. In the first quarter European visitors toped the international visitor country of origin. Molly Kern presented PR highlights: over 45 outlets were hosted this year and produced incredible results from the regional, national and international level. DRAFT Tourism Board Improvement District Minutes Page 2 3. MARKETING AGENCY YEAR-END REPORT BCA & Studio Good staff presented the results of the marketing contract during the fiscal year. Highlights included: rebrand of ShareSLO & SLO TBID brands; site reskin, ShareSLO integration, SEO, site audit and prep for Helium were all done for SanLuisObispoVacations.com; there was an average of 7200 users, 8500 sessions, and 23,000 pages views per month of the website with a total of 84,000 users and over 100k sessions; the new look and feel was implemented to all social media including campaigns, postings, and community management; results on facebook included 17,615 new fans over 3 million in total reach; Social media ads resulted in over 2.1M impressions and 16K new fans/followers; over 20 events were attended and documented for ShareSLO throughout the year. Ads were placed in and on 17+ outlets both in print and digital spaces with the cumulative totals for display and search for 2014-2015 was: Impressions: 9,985,825; Clicks: 38,210. Email newsletters were sent including special blasts for SAVOR, Roll out the Barrels, holiday promotion, and the SLO Getaway Giveaways. In total 8 e- newsletters sent with 31,625 opens. The database increased by net 1,400 addresses to over 17,000 in the database. The year was very successful overall. BUSINESS ITEMS 1. 2015-16 EVENT PROMOTION FUNDING RECOMMENDATIONS The Marketing Committee presented the funding recommendations for the 2015-16 Events Promotion sponsorship program. The Board discussed each event as presented. The Jazz Festival presented the additional consideration for the Board to complete the matching support up to the $25,000 and not dictate the out of area spend for promotion. The Board was supportive of the additional $3000 to the funding to meet the $25,000 but required that the event be in communication with the Tourism Manager and marketing committee for how the funds are to be used and the marketing plan. ACTION: Moved by Hutton/Phipps to sponsor Erocia at $18,000 as recommended by the committee. Motion carried 5:0 ACTION: Moved by Phipps/Hutton to sponsor Festival Mozaic WinterMezzo Chamber Music Series at $2,250 as recommended by the committee. Motion carried 5:0 ACTION: Moved by Wilkins/Phipps to sponsor the Holiday Train Celebration / Elf Express and SLO Train Day at $4,000 as recommended by the committee. Motion carried 5:0 ACTION: Moved by Wilkins/Hutton to not sponsor the Mud Mash as recommended by the committee. Motion carried 4:0:1 Abstention: Pearce ACTION: Moved by Harris/Wilkins to sponsor San Luis Obispo International Film Festival at $20,000 as recommended by the committee. Motion carried 5:0 ACTION: Moved by Hutton/Phipps to sponsor the SLO Marathon at $25,000 as recommended by the committee. Motion carried 4:0:1 Abstention: Pearce ACTION: Moved by Wilkins/Hutton to sponsor the SLO Concours at $6,000 as recommended by the committee. Motion carried 4:0:1 Abstention: Pearce Tourism Board Improvement District Minutes Page 3 ACTION: Moved by Hutton/Wilkins to sponsor the SLO Jazz Festival at $16,000 and require that the event is in communication with the Tourism Manager and marketing committee for input of the event’s marketing plan. Motion carried 5:0 ACTION: Moved by Phipps/Hutton to sponsor the SLO Wine’s Roll Out the Barrels at $13,000 as recommended by the committee. Motion carried 5:0 2. 2015-16 CONTRACTOR WORK SCOPES The Board reviewed the 2015-16 contractor and partner work scopes for approval. ACTION: Moved by Wilkins/Hutton to approve the 2015-16 contract workscope for the Chamber of Commerce for the Telephone Fulfillment & Availability Assistance agreement. Motion carried 4:0:1 Abstention: Pearce ACTION: Moved by Wilkins/Phipps to approve the 2015-16 contract workscope for the Chamber of Commerce for the Public Relations Services agreement. Motion carried 4:0:1 Abstention: Pearce ACTION: Moved by Hutton/Wilkins to approve the 2015-16 contract workscope for the SLO Wine Country partnership agreement. Motion carried 5:0 COMMITTEE COMMUNICATION HOTELIER UPDATE None. MANAGEMENT COMMITTEE UPDATE Minutes were included. MARKETING COMMITTEE UPDATE Minutes were included. PCC UPDATE Pearce reviewed the minutes with the Board. TOURISM PROGRAM UPDATE - July 7 – Community Promotions program to the City Council o Approved by City Council last night o GIA funding for events for PCC - Helium Developments o August delivery o Training sessions - July 22nd at 11:00 am – 12:30 ; July 28 at 1:00-2:30 pm - Event Promotion o Festival Moziac 10% off tickets o SAVOR – special offer for SLO hotels $100 pass through June & July - Website rebuild: Tourism Board Improvement District Minutes Page 4 o Workscope development with Studio Good o Project Timeline o Creative Brief o Next steps: wireframes at the Marketing Subcommittee on July 23rd - CCTC Vice Chair – hosting the CCTC retreat in the Spring - Special Olympics Host Town event on July 23rd Key Dates: July 23rd 9:30 – Marketing Committee July 28th 3:00 – Management Committee Meeting adjourned at 12:07 pm