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Home My WebLink AboutB2 - FB_Combined ProposalCity of SLO -PCC SLO HAPPENINGS PROGRAM Period : July 1, 2016 –June 30, 2017 PROPOSAL for SERVICES INTRODUCTION (Starts with Gratitude) Thank you for selecting FreshBuzz to serve the Promotional Coordinating Committee, the SLO Happenings Promotional Program and The City of San Luis Obispo for FY 2015/2016. The following is our strategic proposal for achieving the SLO Happenings marketing goals and objectives in FY 2016/2017. Our integrated marketing plan includes a dedicated comprehensive, multi-channel approach to generate awareness, increase engagement and provide measurable results --while further defining the SLO Happenings brand as the one-of-a-kind, de facto app with the most comprehensive listings of all events in the City of SLO. Our plan is to deftly leverage the success of the SLO Happenings brand and the app, utilizing social and mobile marketing, paid advertising, media and community outreach, to funnel traffic to the SLO Happenings app. Our prime goal and commitment is to continue to be your committed Marketing Partner. We look forward to 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 2016-2017 and beyond. It is with our utmost gratitude and enthusiasm that we present our plan for the coming fiscal year. 2 PROPOSAL SCOPE SERVICES SUMMARY 2016/2017 For 2016/2017, FreshBuzz will continue to provide best practices in promotional marketing, advertising, content development account and campaign management to include: •Strategic Planning and Tactical Scope Development for FY 2016/2017 •Promotional Marketing –Overall Program Planning and Management •Content and Curation Strategies -Events, Promotions and Local Information •Social Promotional Strategies -Design, Development & Management –4x a Year •Video Strategies –Expanded Content and Channel Opportunities •Advertising and Promotion -Digital/Social and Traditional Media •Outreach Strategies –Connect with Promoters and Event Planners •SLO Happenings App 3.0 Recommendations •Design and Branding -Promotional Marketing Collateral as Approved •Data Analytics Strategies -Expanded App and Page Data Analytics Repor ting •Program Goals for 2016/2017 3 SOCIAL STRATEGIES EFFECTIVE COMMUNITY ENGAGEMENT 4 SOCIAL CHANNEL DEVELOPMENT & MANAGEMENT •Provide expert-level management and best practices channel design of approved social platforms. •Develop, design 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. 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. Showcase trending topics that fuel engagement. •Leverage the social communities and influencers of the event promoters to encourage downloads. •Connect with local SLO Influencers and Bloggers for additional cross-promotion opportunities. •Connect to SLO businesses, partners and influential fans and followers by leveraging local and regional relationships, cross-posting, sharing and tagging. •Maintain regular communications with SLO City for assets, updates and reports on upcoming events. •Recommend actionable best practices to best leverage and amplify on all social channels. CONTENT & CURATION 5 ENGAGEMENT STRATEGIES •Provide best practices of social content development, management and monitoring of Facebook, Instagram and Twitter channels –driving traffic to the app and landing pages. •Develop and post SLO Happenings-branded creative and messaging. Conduct relevant updates as required (upload links, photos, brand images and videos) on the social channels. •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 SLO Happenings GIA event and SLO City content. •Connect to SLO promoters, event planners, partners and influential channels, fans, and followers by consistently leveraging local and regional relationships, cross-posting, and tagging. •Create and launch surveys via social channels to gather data and encourage interaction. •Maintain regular communications with SLO City for assets, promotions, content updates and reports on upcoming events. •Working together, we will recommend actionable best practices and key social media design adjustments to best leverage and amplify all of your social channels. SOCIAL PROMOTIONS PROMOTIONAL CONTESTS THAT CONNECT & ENGAGE •Continue to design, develop and launch GIA-event Facebook and Instagram contests --up to 4 campaigns per year •Highly recommend an Instagram Video Contest for creative user-generated content! •New opportunity to add App Survey questions to the contest entry page to gather key user data! 6 OUTREACH STRATEGIES EXPANDING THE EVENT INVENTORY •Continue our effective outreach to Event Managers and Promoters via direct invitation on social channels. •Develop and launch social ads targeting event promoters and page admins. •Curate and submit relevant events from local online and news calendars for cross- promotion. 7 ADVERT ISING & PROMOTION SOCIAL ADVERTISING STRATEGIES •Digital ads accelerate marketing reach, campaign visibility and effective engagement --ultimately maximizing the SLO Happenings app downloads and increasing usage. •We will continue our integrated hyper-targeted ad campaigns on social channels to reinforce the promotional marketing efforts and channel engagement. •Leverage the overall low cost of digital advertising (Facebook and Instagram) as well as the plethora of targeting options which effectively market the app to our target SLO audience. •We have found the combination of quality content with advertising support to be the most effective strategy in achieving stellar results! 8 ANALYTICS STRATEGY EXPAND THE APP, PAGES and SOCIAL ANALYTICS REPORTING TO INCLUDE THE FOLLOWING DATA POINTS: TECHNOLOGY: •App Sessions •Active Users •App Downloads: / New Users •Page Views within the App •Submission Page Sessions* •Submission Page Users* •SLO City Landing Page Users* •SLO City Landing Page Sessions* •Events by Source DIGITAL / SOCIAL: •Curated Events Entered* •Splash Page Shortlink Clickthroughs •Add Event Page Link Clickthroughs •Social Channels –Likes, Reach, Impressions * New 2016/2017 data points APP 3.0 RECOMMENDATIONS ADDITIONAL UX FEATURES An ongoing commitment to excellent user experience is critical to the successful growth and retention of the SLO Happenings program and app . For enhanced UX, we recommended these additional features: •Push Notifications that are tied to User Favorites •Facebook Integration with User’s Event Notifications •Allow Event Submission to publish in maximum two (2) categories (i.e. crossover events such as Farmers Market (Outdoor / Food and Drink) 10 ADDITIONAL OPPORTUNITIES VIDEO MARKETING STRATEGIES •Produce a new video created for SLO Happenings campaign promotion for FY 2016/17 •Leverage Video Marketing for extraordinary ad and engagement results •Consider the option of a SLO Happenings YouTube Channel showcasing SLO Happenings GIA events and other shared SLO City resources •Increased SEO due to the added channel 11 ADVERT ISING & PROMOTION EMAIL PROMOTIONAL STRATEGIES 12 •GOAL:Branding, Name Recognition and Downloads •FLYER SIZE: 8 1/2”wide x 11" ) page ad •DURATION: 4 /emails / year campaign •DISTRIBUTION:4,000 emails + online •DATA: Leverage a dedicated custom shortlink url •COST:$175 / month x 4 emails = $700 SLO Chamber E-Flyer Program ADVERT ISING & PROMOTION TRADITIONAL ADVERTISING STRATEGIES New Times SLO –Print and Digital Ad 13 •GOAL:Branding, Name Recognition and Downloads •AD SIZE: 1/8 (5" wide x 3" ) branding ad •DURATION: 13x weekly campaign •DISTRIBUTION: Print and web bundle (37,000 print/5,000 impressions) •DATA: Leverage a dedicated custom shortlink url •COST: $231 per week @ 13 weeks = $3,003* *For Summer quarter ADVERT ISING & PROMOTION TRADITIONAL ADVERTISING STRATEGIES KCBX / NPR Radio Sponsored Ads 14 •GOAL -Branding, Name Recognition and Downloads •DURATION: 3 month campaign •DISTRIBUTION:54,200 listeners per week from Salinas to Santa Barbara •TOTAL SPOTS: 65 •Rotate across Morning/Afternoon Drive Times (Mon-Fri 6-9 am, 4-6:30 pm) •21 spots per month •14 bonus spots per month at no charge •DATA: Leverage a dedicated custom shortlink url •COST -$468 / month = $1,404 / 3 months •SAMPLE SCRIPT: “Support for KCBX comes from SLO Happenings, a mobile guide for events in San Luis Obispo. You can download the free app at custom url dot com” •Fall program not during pledge drive BUDGET & ALLOCATION •Strategy, Planning and Tactical Scope $2,500 Waived •Agency Account Management / Supervision $8,400 ($700/mo) •Promotional Marketing, Media Planning & Content Management $15,900 ($1,325/mo) •Creative and Content Design, Development $5,500 ($458/mo) (Includes Branded Posts,Advertising,Design/Development of 4 Contests with free cloud hosting (value:$792/year) •Media Budget –Social -Facebook and Instagram $6,000 ($500 /mo) TOTAL:$35,800 OPTIONAL SERVICES & ADVERTISING •Media Budget –Email and Traditional $5,107 SLO Chamber -E Flyers -175.00 x 4 Emails = $700 New Times -$231/week x 13 weeks (Summer) = $3,003 KCBX Radio –Sponsored Ads –$468/month x 3 months = $1,404 •Video Content Strategy and Production $2,500 •YouTube Channel Setup, Content Uploading & Curation $1,500 15 Below is our recommended and optional budget allocation for planning, account management, advertising services and other deliverables as outlined above. 16 THANK YOU! ~ Q & A SLO HAPPENINGS PROMOTIONAL MARKETING BUDGET COMPARISION FY 2015-2016 vs FY 2016-2017 Below is our recommended 2016/2017 budget compared with the 2015/2016 budget with and without the Q4 add-ons approved 03/15/16. - 2 - 2015/2016 BUDGET AND ALLOCATION NOTE: First section is original 2015/16 budget and does not include add-ons added in Q-4 2016 DESCRIPTION OF ACTIVITY 2015-16 BUDGET Marketing Audit, Strategic Marketing Planning & Scope Including New Channels Development $2,500 Promotional Marketing, Media Planning, Content Creation, Promotions & Community Management $12,000 ($1,000/mo) Account Management / Supervision $8,400 ($700/mo) Creative Design and Development Includes One (1) Facebook / Web App Microsite Template. Incudes with free cloud hosting (value: $792/year) $2,400 Media Budget – Social - Facebook $3,000 Onsite Meetings / Monthly and Quarterly Reporting Inclusive Onsite Meetings / Reporting Inclusive TOTAL 2015/2016 BUDGET $ 28,300 2016 Q-4 PROMOTIONAL MARKETING ADD’L (FROM 3/15 TO 6/30/16) DESCRIPTION OF ACTIVITY Q4 - 2015-16 BUDGET Media Budget – Social - Facebook and Instagram Budget $2,250 Media Planning and Setup ($300 x 3.5 Months): $1,050 City of SLO Events Curation ($200 x 3.5 Months) $700 TOTAL 2016 Q4 ADDITIONAL BUDGET $ 4,000 ALL 2015/2016 TOTAL $ 32,300 - 3 - 2016/2017 BUDGET AND ALLOCATION The difference between FY 2015/2016 and FY 2016/2017 budgets are: 1. 2016/17 MEDIA BUDGET - Increased the Ad budget by $200 a month (from $300 to $500). 2. 2016/17 PROMOTIONAL EXECUTION: Added direct to App Event Curation - 80-100 Events a month (with no extra SLO Chamber work required) 3. 2016/17 CREATIVE EXECUTION: Increased the Creative Design Deliverables to include four (4) Promotional contest, branded posts and ads as needed. DESCRIPTION OF ACTIVITY 2016-17 BUDGET Strategic Marketing Planning & Scope 2016/2017 $2,500 FEE WAIVED Promotional Marketing, Media Planning, Content Creation, Event Curation, Promotions & Community Management ($1,325/mo) $15,900 Account Management / Supervision ($700/mo) $8,400 Creative Design and Development ($458/mo) (Includes Branded Posts, Advertising, Design/Development of 4 GIA Facebook and Instagram Promotional Contests. Includes free cloud hosting (value: $792/year) $5,500 Media Budget – Social - Facebook and Instagram ($500/mo) $6,000 Onsite Meetings / Monthly and Quarterly Reporting Inclusive TOTAL 2016/17 PROPOSED BUDGET $ 35,800