HomeMy WebLinkAboutB6 - MARKETING COMMITTEEStrategic Imperative Strategic Initiative Action Step
Deliver Smart Growth Develop an engaging and comprehensive Marketing Plan Move to development of a 2 year plan moving forward
Annual review of the plan to refresh program elements as needed
Develop "Personas" for the SLO visitor and implement marketing
strategies to target the based on personas
Implement a Tiered marketing strategy ‐ Budget (family), Leisure,
Business
Continued alignment with current pillars: culinary, family, outdoor, arts
& culture, Cal Poly
Develop a SLO identity for attracting corporate visitors Identify assets & unique SLO position attractive to corporate visitor
Create sell sheet for the City of SLO
Buildout page on website
Coordinate PR efforts
Pitch to corporate travelers
Display ads on business meetings website, publications
Content opportunities: co‐op, blog, newsletter, etc
Local business partnerships: increase communication, incentivize,
create packages
Identify, map and prioritize target audiences for marketing and PR compile data‐ use strategic partnerships, events, existing data
look for different types of domestic diversity and target accordingly
identify conference group business and position SLO as a destination to
them
Develop "Personas" for the SLO visitor and implement marketing
strategies to target the based on personas
Implement a Tiered marketing strategy ‐ Budget (family), Leisure,
Business
Continued alignment with current pillars: culinary, family, outdoor, arts
& culture, Cal Poly
Develop SLO Brand
Clarify and strengthen the SLO (TBID/City) brand platform,
including minimization of brand confusion
Leverage “city” designation for logo/name use across broader swath of
materials (i.e. Cal Poly)
Develop boilerplate messaging for use on website (TBID page), press
outreach, etc.
Develop a standards document for when, where, and how to site and
refer to the organization
Refresh the SLO TBID branding campaign
Identify assets and build a unique identity for the City of SLO Take an assessment of the assets of SLO
Identify and communicate SLO's unique position‐ locally, regionally,
and state
Utilize the local voice through ShareSLO
Integrate unique assets into brand positioning (assets, messaging)
Contribute to an Unforgettable SLO Experience Further develop our loyalty program Assess the purpose, goals and intended need of a loyalty program
Identify what a success of the program will look like
Develop program strategies to achieve the goal
Define the target audience for the program
Create a packaged program for "How to do SLO" Assess the purpose, goals and intended need of the program
Identify what a success of the program will look like
Develop program strategies to achieve the goal
Quick access to itineraries on website (create new feature, how to
showcase itinerary feature on website)
Make information easily accessible for hoteliers so they can
communicate with guests
Develop a world class event Assess the purpose, goals and intended need of the event
Identify what a success of the event will look like
Identify strategies to target the event