Embed Size (px)
Citation preview
2015-2016 MARKETING PLAN
Cynthia Delgado, Director of Marketing Blake Jackson, Marketing Coordinator John Feins, Public Relations Manager
Lou Hammond & Associates-PR
Terry Gallagher, Vice-President
Carlyn Tompkin, Account Executive
Matt Sessions, Account Manager
Stephane Ferraris, Account Coordinator
Studio X-Website
Kyle Langan, Webmaster
Trudy Gibson, Account Manager
Fuseideas-Advertising
Steve Mason, Strategic Director
CJ Kaplan, Creative Director
Shaun Stanwood, Art Director
Geenamarie Shuttleworth, Account Manager
Bella Media-Santa Fe Guide
Bruce Adams, Publisher
Bryan Cooper, Editor
MARKETING OVERVIEW
OBJECTIVES Design and develop a high impact Santa Fe brand. Build key messages and milestones to increase Santa Fe brand visibility.
Attract the leisure visitors, meetings, tours and group markets to Santa Fe with an integrated marketing plan and campaign.
Develop 2015-2016 marketing goals, based on key insights and true understanding of Santa Fe value.
Increase and leverage partnership with NMTD and Santa Fe business partners .
Execute marketing plans with community collaboration and transparency.
2013-2014 MARKETING ACCOMPLISHMENTS Supported 5 Press/Industry FAM Trips
Mexican Press February Trip New Mexico Ski Association May “Santa Fe Art” City/County June “ Only In Santa Fe” City/County Brand USA UK Travel Agent Brand USA German Travel Agent
Filming of the Bachelor episode highlighting Santa Fe and Northern New Mexico
New PR contract including the addition of a staff PR manager- John Feins
Redesign 2015 Santa Fe Guide Redesigned Website and Email templates to improve
navigation and responsiveness Transitioned Advertising agency of record Green Chile Cheeseburger Smack Down and Green Chile
Harvest Festival 2014 New Event Outside Bike & Brew Festival May 2014 Celebrate Santa Fe Tourism Event 2014 in partnership with
the Santa Fe Chamber of Commerce and New Mexican Paid Media Leisure Campaign Launches
Facebook Promotion with the Denver Airport (United Santa Fe Flight Support)
Santa Fe I Do Promotion VIVA Santa Fe-Virtual Zozobra Green Chile Cheeseburger Smackdown Tune In to Santa Fe Farolito Instagram Campaign
Developed Advertising COOPs
Partnered with NMTD Culinary Treasures (13 Santa Fe Restaurants)
New Mexico Tourism Grants 2014 $32,500 2015 $40,000 NM Radio Campaign Girlfriend Getaway
Developed Industry Partner Site on SantaFe.org TANM TIARA Awards
2014 Developed E-Mail Newsletter Strategy
Santa Fe What’s Happening Monthly Santa Fe Deals & Specials Monthly Seasonal Newsletter Quarterly Business Partners Newsletter Twice a Month 10-Day Events Calendar
Attended IPW International POW WOW 2014 Traveled to Press Desk Sides
Chicago Portland San Francisco
Destination Marketing Work Group- Hospitality/Tourism community group that meets 3 times a year to share marketing ideas and networking.
Partnership Involvement Lensic-Communications Committee International Folk Art Market-Advisory Board Georgia O’Keeffe Museum-External Relations
Committee Santa Fe Chamber of Commerce-Tourism Committee Monthly Hospitality Meeting
2014 END OF YEAR NUMBERS Website
Website Visits: 1,267,000, 17.67% increase Website Unique Visits: 927,514, 21.60% increase Average Time on Site: 0:02:55 Pages per visit: 2.79, 2.38% increase
Social Media
Facebook Fans: 36,476 Pinterest Followers: 1,585 YouTube 142 Subscribers: 43,409 Lifetime Video Views Blog: 39,207 Total Page Views
Consumer Eblast Sent : 1,086, 575 with a 21.28% open rate
Business Partner Eblast Sent: 27,950 with a 34.08% open rate
Visitor Guide Santa Fe Unique Digital Visitor Guide Page visits:
36,326, 2.59% increase Mailed Visitor Guides: 16, 962
Visitor Check-in
Visitors to SFCCC Visitor Centers: 8,310, -69.2% decrease (Only Santa Fe Visitor vs TSF business visitors)
Visitors to the SF Railyard Visitor Center 14,123, 55.1% increase
Total Enplaned and Deplaned: 105,681, up 10.15% at Santa Fe Airport
Public Relations
Press Releases: 62, 16.1% decrease Journalist Visits:132, 22% increase Media Contacts: 1,807, 30.1% increase Earned Media: 10,046,177, 23.1% increase
2015 GOALS & METRICS OF EVALUATION Visitor Guide
2015 Goal 21,958 Visitor Guides Mailed Increase Visitor Guide Requests 10% (1,996) 2014 Baseline Mailed 19,962
Opt-In Email Database 2015 Goal 75,919 Total Subscribers
Increase database subscribers 10% (6,902) 2014 Baseline 69,017
Website 2015 Goal 1,320,000 Web Visits
Increase overall web traffic 10% (120,000) 2014 Baseline 1,200,000
2015 Goal 1,020,265 Web New Visits Increase new visitors 10% (92,751) 2014 Baseline 927,514
Public Relations 2015 Goal 78 Distributed Press Releases
Increase distributed press releases 25% (16) 2014 Baseline 62
2015 Goal 152 Supported Press Visits Increase supported press visits 15% (20) 2014 Baseline 132
2015 Goal 1,988 Media Contacts Increase media contacts 10% (181) 2014 Baseline 1,807
2015 Goal $15,000,000 Earned Media Increase earned media 50% ($5,000,000) 2014 Baseline $10,000,000
Social Media 2015 Goal 45,495 Facebook Likes
Increase Facebook likes 25% (9,119) 2014 Baseline 36,476 likes
2015 Goal 1,902 Pinterest Followers Increase Pinterest followers 20% (317) Baseline 1,585 followers
2015 Goal 9,507 Twitter Followers Increase Twitter followers 25% (1,902) 2014 Baseline 7,606
2015 Goal 1,464 Instagram Followers Increase Instagram followers 50% (488) 2014 Baseline 976
2015 Goal 84 YouTube Subscriptions Increase YouTube subscriptions 100% (42) 2014 Baseline 42
2015 Goal 47,331 Blog Page Views Increase Blog Page views 25% (9,406) 2014 Baseline 37,925
SITUATION ANALYSIS National Travel Trends 4.38% projected increase in total US Domestic Leisure travel expenditures in 2014(1) Top 5 leisure travel activities: visiting relatives, shopping, visiting friends, fine dining, and beaches(3) Gen X (born from 1965 - 1980) make up 31% of all leisure travel, average of 3.5 trips per year.(1) 76% of travelers plan leisure trips online(6)
37% leisure travelers, 57% business travelers use mobile devices to plan and book(6)
Social media provides a platform for peer review and word-of-mouth(9)
U.S. spending on overnight visitors is $2.95, compared to $5.34 for Canada and $5.76 or Mexico (10)
Twitter’s 55 to 64-year old age bracket had a 79% growth rate in 2012, the largest growth for the network(11)
Facebook’s 45 to 54-year-old age bracket was the network’s fastest growing in 2012, expanding 46% (11) Nearly two-thirds of US internet users will research travel via digital channels in 2013(12) 30.2% expect to travel more for leisure than they did in the most recent 12 month period(12)
Digital is the primary source of travel inspiration. 65% of leisure travelers inspired by online sources (13) At the onset of planning, travelers increasingly turn to search first. (13) The research phase is a clear branding opportunity fro marketers. (13) Mobile is critical at all stages and influences booking decisions. (13) 66% of travelers watch online travel videos when they’re thinking about taking a trip. (13) 50% of travelers are not set on ad estimation at the onset of planning. (13) (1) U.S. Travel Association 2013: Travel Forecast (2) U.S. Travel Association 2012: Travel Facts and Statistics (3) U.S. Travel Association 2013: Answer Sheet (5) Top Luxury and Travel Trends for 2012 ‘Mind, Body & Soul Vacations’ (6) Google/Ipsos MediaCT ‘The 2013 Travel Study’ (7) World Economic Situation and Prospects 2012 (8) Top Luxury and Travel Trends for 2012 ‘Ends of the Earth Journeys’ (9) Travel and Leisure 2012: ‘How Social Media is Changing the Travel Industry’ (10) U.S. Travel Association 2013: The Power of Travel Promotion (11) Business Insider 2013: Social Media Demographics: The Identity of Each Major Social Network (12) Destination Analysts, Inc. July 2013: State of the American Traveler Report
(13) Think With Google: The 2014 Traveler’s Road to Decision
SITUATION ANALYSIS
Santa Fe/New Mexico Travel Trends
New Mexico visitors increased 11.2% in 2013(1)
Travel intent for New Mexico remains low at 1.9%(1)
Albuquerque Sunport enplanements/deplanements decreased 6.1% in 2013(2) Santa Fe municipal airport enplanements/deplanements up 3.4% through Q3 2014(3)
Top reasons to visit: Scenic Beauty, Rest and Relaxation, Historic Sites, Cuisine, Authenticity(4) Average age of New Mexico visitor has decreased to 42.4(2)
Top 5 visitor origin states: NM 14%; TX 16%; CA 12%; CO 7%; AZ 7%(5)
NMTD websites total traffic up 22% in 2014(7)
U.S. gas prices decreased 4% in 2014 vs 2013, and were down 7% vs 2012(8)
Overall Santa Fe revenue up ($75.62 in December 2013 /$68.97 in December 2012)(6)
Occupancy Rate for Santa Fe in first 8 months of 2014 was 66% (10)
The median marketing budget reported by states was $6.5 million in 2012-2013 (9)
(1) Longwoods Int’l Travel USA® (2) New Mexico Tourism Department 2014 Annual Report (3) Santa Fe Quarterly Marketing Report Q3 2014 (4) 2010 SFCVB Phone & Email Conversion Study (5) New Mexico Visitor Profile 2012-2013 (6) December 2013 Rocky Mountain Lodging Report (7) NMTD July/Dec 2014 Report and CY 2014 Overview (8) US Energy Information Administration (9) The Power of Travel Promotion: US Travel Association 2013 (10) August 2014 Rocky Mountain Lodging Report
COMPETITIVE ANALYSIS / NATIONAL Santa Fe Charleston Austin Asheville Savannah San Antonio
Population
(2012) 69,204 125,583 842,592 85,712 142,022 1,380,000
Marketing Budget $1.2M >$2M N/A $3M N/A $11.1M
Top Target
Markets
Dallas, Denver,
Albuquerque, San Antonio,
Colorado Springs
Atlanta, New York,
Boston
Dallas, Houston, San
Antonio, Nashville,
Phoenix, Chicago,
Washington D.C.,
Atlanta, Denver
Charlotte, Raleigh,
Atlanta,
Greenville/Spartanburg/
Asheville, Orlando,
Tampa, New York
Washington D. C.,
Atlanta, Chicago
Dallas, Houston,
Washington D. C., Los
Angeles, Atlanta, St.
Louis, New York,
Chicago
Annual
Occupancy % 66%* 71% 69.10% 65.00% 69.1% 64.4%
Total # of
rooms 4,904 6,000 30,000 7,000 15,026 43,000
Annual
Lodgers Tax
Revenue
$4,291,390
*based on 3% occupancy
tax
$11,312,950.68
*based on 2%
accommodations tax
$132,400,000 *based
on 9% hotel tax
$7,000,000 *based on
4% hotel tax
$15,000,000
*based on 6% hotel tax
$223,500,000
*based on 9% hotel tax
Median Age of
Visitor 57 N/A 49 50 42 N/A
Facebook 34,361 Likes
1,584 Talking About
16,211 Likes
996 Talking About
225,144 Likes
2,895 Talking About
136,290 Likes
2,931 Talking About
155,810 Likes
10,089Talking About
401,394 Likes
14,845 Talking About
Twitter 8,388 Followers 24,400 Followers 113,000 Followers 3,264 Followers 36,800 Followers 39,900 Followers
Pinterest 1,703 Followers 3,516 Followers 13,916 Followers 1,842 Followers 31,061 Followers 2,222 Followers
Youtube 128 subscribers
45,231 video views
329 subscribers
306,320 video views
1,029 subscribers
279,496 video views
782 subscribers
938,800 video views
538 subscribers
353,875 video views
853 subscribers
774,057 video views
*Thru Q3 2014
Santa Fe Sedona
Tucson
(Includes Pima
County)
Scottsdale Colorado Springs Denver
Population (2012) 69,204 10,037 524,295 223,514 600,000 634,265
Marketing Budget $1.2M $523,407 N/A $4,997,626 $2,513,037 $17,750,000
Top Target Markets
Dallas, Denver,
Albuquerque, San Antonio,
Colorado Springs
Santa Fe, Tucson, Los
Angeles, Scottsdale,
Santa Barbara
Phoenix, Tucson,
Santa Fe, Durango,
San Antonio, San
Diego
Phoenix, Tucson, Santa
Fe, Durango, San
Antonio, San Diego
N/A
Phoenix, Dallas,
Kansas City, Rocky
Mountain Region
Annual Occupancy
% 66% 68% 60% 64.9% 62% 68.00%
Total # of rooms 4,904 3,500 16,851 16,591 14,000 42,000
Annual Lodgers
Tax Revenue
$4,291,390
*based on 3% occupancy tax
$1,847,423 *based on 3%
accommodations tax
$190M *based on 12.05% city
bed tax, plus $2 per room
per night surcharge
$14,470,489 *based on 5% lodgers tax
$4,000,000 *based on 2% lodgers tax
$58,000,000
*based on 2.75% lodgers
tax
Median Age of
Visitor 57 45-54 46 56 N/A N/A
Facebook 34,361 Likes
1,584 Talking About
63,355 likes
3,228 talking about
42,620 likes
11,682 talking about
74,749 likes
1,271talking about
28,445 likes
1,272 talking about
251,581 likes
11,758 talking about
Twitter 8,388 Followers 7,183 followers 8,540 followers 34,200 followers 8,869 followers 52,200 followers
Pinterest 1,703 Followers 769 Followers 1,598 followers 952 Followers 2,565 followers 2,357 Followers
YouTube 128 Subscribers
45,231 video views
186 subscribers
70,193 video views
412 subscribers
206,685 video views
487 subscribers
465,305 video views
438 subscribers
237,201 video views
960 subscribers
483,331 video views
COMPETITIVE ANALYSIS / SOUTHWEST REGION
TARGET AUDIENCE
• Female
• 35-56
• HHI $75K+
• College
educated
TARGET MARKET ANALYSIS Drive Market Map Analysis Top 10 Target Markets
Dallas Denver Albuquerque Colorado Springs San Antonio Houston Los Angeles Austin Tucson Phoenix
*33,684,445 with HHI 75K+ *12,248,893 are Female age 35-55
Top DMA’s of Interest Denver Metro: 2,543,482 Dallas Metro: 6,526,548 Albuquerque: 887,077 San Antonio: 2,142,508 Colorado Springs Metro: 645,613 Los Angeles: 17,877,006
TARGETING MODEL; Target Markets selected based on DMA ranking in three qualifiers: GoogleAnalytics (visits to SantaFe.org), SFCVB 2011 Email Conversion Study, and 2012 Visitor Guide DMA Index Report. Markets ranking in top five of two or more qualifiers were selected as Santa Fe Target Markets.
BRAND STRATEGY
Adventure Steeped in Culture
BRAND ESSENCE
=
SANTA FE / MARKETING CORNERSTONES A research-based, integrated marketing campaign Brings to life “uniquely Santa Fe” assets and experiences Targets specific travelers in select markets Features compelling deals and calls-to-action
SANTA FE / CAMPAIGN CORNERSTONES
Accolades
#1 Cultural Getaway Travel + Leisure
#1 Top 10 American Cities Travelnerd.com
Canyon Road: #2 Most Iconic Street in America USA Toda
#2 Top American Travel Destination Conde Nast Readers’ Choice
Top 10 Most Travel Worthy State Capitals USA Today 10 Best
BRAND KEY MESSAGE / HISTORY & CULTURE Message Santa Fe is an exciting and deeply enriching destination for history buffs and cultural explorers. Proof Points Nation’s oldest capital city, 400 years old Anglo, Spanish and Native Cultures Historic Plaza / Downtown Preserved architectural traditions
San Miguel Mission -oldest church in the U.S. Oldest continually inhabited government building in the U.S. Basilica Cathedral of St. Francis of Assisi Fiestas de Santa Fe - oldest community celebration in U.S. Pecos National Historical Park Pueblo Feast Days Bandelier National Monument Museums
New Mexico History Museum/Palace of the Governors Museum of Indian Arts & Culture/Laboratory of Anthropology Wheelwright Museum of the American Indian Museum of Spanish Colonial Arts Museum of International Folk Art Pablita Velarde Museum of Indian Women in the Arts Rancho de las Golondrinas Bataan Memorial Military Museum & Library El Museo Cultural de Santa Fe Harrel House of Natural Oddities
BRAND KEY MESSAGE / CUISINE Accolades
#9 Best Farmer’s Market in the Country Sherman’s Travels
One of America’s Best Beer Cities Travel + Leisure
Top 10 Foodie Cities Liveability.com
Top 10 Winter Wine Wonderland Wine Enthusiast Magazine
One of America’s Best Coffee Cities Travel + Leisure
Message Santa Fe’s unique local cuisine, lively food culture, renowned international flavors, and award-winning restaurants make it a world-class culinary destination.
Proof Points Hands-on Cooking Experiences
Santa Fe School of Cooking Las Cosas Santa Fe Culinary Academy
James Beard Foundation Recognitions / Awards
Santa Fe Wine & Chile Fiesta Santa Fe Wine Festival at El Rancho
de Las Golondrinas Las Estrellas Winery ArtFeast Green Chile Cheeseburger Capital
of the World Restaurant Walking Tours Green Chile Harvest Festival Green Chile Cheeseburger
Smackdown
Restaurant Week Santa Fe Farmers Market Winter Brew Green Chile Cheeseburger Trail (11) Santa Fe Chocolate Trail Artisan Bakeries 250+ Restaurants Oldest U.S. Wine Growing Area Award Winning Breweries &
Distilleries Santa Fe Spirits Duel Brewery Blue Corn Brewery Second Street Brewery Santa Fe Brewer (Oldest NM
Brewer) Award Winning Mixologists Vibrant food truck scene
BRAND KEY MESSAGE / VISUAL ARTS Message Santa Fe boasts a thriving visual arts scene featuring international folk art,
contemporary works, Native American art, and a world-famous gallery district.
Proof Points Museums
New Mexico Museum of Art Georgia O’Keeffe Museum Museum of Contemporary
Native Arts Museum of International Folk
Art Museum of Indian Art &
Culture SITE Santa Fe
Governor’s Gallery - Capital Art Collection
Santa Fe Community Gallery at SFCCC 3rd Largest Art Market in the U.S. Santa Fe Art Institute DIY-Hands on Experience Currents Design Week
Axle Mobile Art Gallery SFGA-Art Matters Santa Fe University of Art & Design Santa Fe Photography Workshops 250+ Fine Art Galleries 11 Annual Artist Studio Tours Fiber Arts Trail Santa Fe Creative Tourism Journey UNESCO Creative City Designation
(2005) 72 Santa Fe Public Art Installations Canyon Road-Most art concentrated
mile in the U.S. Art Events
Passport to the Arts (May) Canyon Road Paint Out
(October) ArtFeast (February)
Accolades
Top 10 U.S. Arts Districts USA Today 10Best
#2 U.S. City for Art Successful Meetings
Top 10 City for Museums & Galleries Travel + Leisure
Top 25 Art Markets American Style
Best Old West Art Town True West Magazine
BRAND KEY MESSAGE / PRISTINE NATURE Message Santa Fe offers outdoor enthusiasts breathtaking mountain vistas, four distinct seasons, outdoor activities, and some of the purest air in the world.
Proof Points 1.5 Million Acre National Forest 320 days of sunshine 12,000 ft. mountain vistas Magnificent Sunsets Pueblo Ancestral Petroglyphs and
Ruins Nambe Waterfalls Dale Ball Trail System (30 Miles) Randall Davey Audubon Center &
Sanctuary 3 Recreation Centers 61 Parks containing 2,500+ acres
35 playgrounds 20 basketball courts 6 multi-purpose fields 22 baseball fields 16 tennis courts 5 BMX tracks 2 Skate parks
130+ acre Off-leash Dog Park Astonishing Stargazing Hosted the 2012 International
Mountain Bike Association Conference
Fuego Baseball (Semi-Professional) Rio Grande River Rafting-Classes I-
IV Santa Fe to Buffalo Thunder 1/2
Marathon Santa Fe Century Bike Ride (28
Years) Winter Sports: Skiing, hiking, ice
climbing, ice skating & snow shoeing
Summer Sports: Hiking, biking, horseback riding, numerous competitive & fun runs
Tent Rocks, Jemez, Bandelier & Pecos National Monuments
Valles Caldera National Preserve La Tierra Torture Ride Santa Fe Botanical Garden Tour Companies—mild to wild
discovery Outside Bike & Brew Ski Santa Fe
Base elevation of 10,350 ft. to 12,075 ft. summit
77 trails / 3 mile long run 660 acres of stunning terrain
Accolades
Top 10 High Altitude Cities National Geographic
Best Running City Outside Magazine
Top 10 City for Weather Travel + Leisure
Top 10 City for Environmental Friendliness Travel + Leisure
One of America’s Top Mountain Biking Towns USA TODAY
BRAND KEY MESSAGE / PERFORMING ARTS Accolades
#2 City for Arts Vibrancy NCAR
Top 10 City for Classical Music Travel + Leisure
Premier Art & Entertainment Town Meetings Focus
#6 in the Country for Theater/ Performing Arts Travel + Leisure
Most Artistic City in the U.S. Richard Flordia
Message Santa Fe invites visitors to enjoy a year-round selection of live music, theater, and dance presented at venues throughout the city.
Proof Points Santa Fe Opera Lensic Performing Arts Center Santa Fe Chamber Music Festival Santa Fe Concert Association Aspen Santa Fe Ballet Santa Fe Bandstand Santa Fe Symphony Pro Musica Santa Fe Old Time Music &
Bluegrass Festival St. John’s College
Music on the Hill New Mexico Jazz Festival Santa Fe Fiesta Melodrama Santa Fe Desert Chorale GIG-Performing Hideaway Santa Fe Mariachi Festival AHA Festival Railyard Performance Music Jewish Film Festival
Sounds of Santa Fe-Independent music
Marimba Festival Over 30+ lounges/restaurants/bars
with live music Summer Movies at the Railyard
Park New Music Festival Thirsty Ear Festival Santa Fe Women’s Ensemble Santa Fe Independent Film Festival Santa Fe Film Festival Juan Siddi Flamenco Theater
Company Santa Fe Playhouse (oldest
playhouse west of the Mississippi) Theater Grottesco Rich Theater scene ranging from
experimental to repertory companies
Greer Garson Theater @ SFUAD
BRAND KEY MESSAGE / REJUVENATION & RELAXATION Accolades
Top 10 Best Ranked Cities for Hotels Trivago
World’s Best Cities for Romance Travel + Leisure
#4 Best Romantic City in the U.S. USA Today 10 Best
#1 Best Girl’s Trip Destination USA Today 10Best
One of America’s Best Girlfriend Getaways Travel + Leisure
Message Santa Fe rejuvenates travelers with a wide range of spas, and meditative and new age therapies ranging from the rustic to the luxurious.
Proof Points Ten Thousand Waves Japanese Spa Spa at Hotel Santa Fe ShaNah Spa at Bishop’s Lodge Nidah Spa at Eldorado Hotel The Spa at Loretto La Posada Spa & Salon Absolute Nirvana Body of Santa Fe 13 Yoga Studios Dog Friendly Parks Oxygen Bar Downtown Day Spa
Spa at Rancho Encantado Estrellas Spa High Desert Healthcare & Massage Upaya Zen Center-Meditation
Retreat Pranja-Yoga Retreat Jemez Springs Ojo Caliente Mineral Springs &
Resort YogiHiker Recognized hub for alternative body
work & therapy 100 acres of open space
BRAND KEY MESSAGE / TRADE CENTER Accolades
Western Shopping Town of the Year Groups Today Magazine
#1 Independent Boutiques Travel + Leisure
#2 for Best Flea Markets Travel + Leisure
#4 for Best Antique Stores Travel + Leisure
#4 Best Home Décor & Design Stores Travel + Leisure
Message Called the “City of Markets,” Santa Fe delights shoppers with unique boutiques, vintage treasures, Native American crafts, and world-class seasonal markets.
Proof Points International Folk Art Market (11
yrs) Traditional Spanish Market (63 yrs) Contemporary Hispanic Market SWAIA Indian Market (93 years) Winter Spanish Market Winter Indian Market 100+ Independent Boutiques Palace of the Governors Native American Portal Program Excellent Museum Gift Shops International Market Place @ De
Vargas Center
Authentic Native Jewelry Tesuque Pueblo Flea Market Whitehawk Antique Shows (31 yrs) Native Treasures (11 yrs) Railyard Artisans Market Recycle Santa Fe Art Festival (16 yrs) Santa Fe Farmers Market 3rd Largest Art Market in the U.S. Juried Arts & Craft Markets Turquoise Trail / Madrid—off-beat
treasures Consignment Store Treasures (15+)
MARKETING STRATEGY & TACTICS
MARKETING COMPONENTS
SantaFe.org
Paid Media
Direct Marketing
Travel Planner
(VG)
Public Relations
E-Blasts
Social Media
BRAND STRATEGY Positioning Statement To travelers with an adventurous spirit, a love of art and nature, and a thirst for authentic culture, Santa Fe is the destination that inspires their imagination and captures their spirit. Because only Santa Fe offers the experience of exploring and enjoying: One of the top art destinations in North America A rich multi-cultural heritage that is central to Santa Fe’s history and
character A history that dates back many centuries, and includes Anglo roots, Spanish
influences, and important trade routes from the Santa Fe trail and El Camino Real to Old Route 66
Architecture and style that is unique to “The City Different” Cuisine that reflects the multi-cultural heritage of the city, including dishes
featuring delicious chile and more variations of margaritas than anywhere else in the world
Stunning natural beauty with a wide variety of outdoor recreation offerings A vibrant city with friendly and hospitable locals, intimate and authentic
settings, and activities to suit those seeking a genuine Santa Fe experience
MARKETING STRATEGY Overview Position Santa Fe as a highly unique destination that provides a rich, rewarding, multi-sensory experience Strategies Communicate the experience of Santa Fe through storytelling that allows the vibrant, genuine, warm character of the “City
Different” to shine through Develop messaging from the core platform of art, culture, history, natural beauty and cuisine Increase the utilization of video – the most effective vehicle to share and illustrate the Santa Fe experience Deliver customized messages to target segments based on interests Enhance the efficiency of targeting digital media Highlight the people of Santa Fe and their genuine, engaging stories in advertising, social media and on the website Create and deploy fresh new photography and video across multiple channels Fully integrate advertising, public relations, social media and digital messaging and brand presentation Develop and use website landing pages that continue and amplify advertising messages Take full advantage of co-op and partner opportunities Increase knowledge of Santa Fe visitors through research Optimize campaigns in flight, and measure, analyze and report key metrics across the elements of the integrated campaign Build brand equity for Santa Fe through the high quality of all brand communications
Amount allocated for FY14 placements: $656,819.89 Digital: $311,597.15 (47%) Radio: $107,994.39 (16%) Print: $115,577.09 (18%) Email: $44,808.33 (7%) Meetings: $76,842.93 (12%) Contingency: $34,680.11
* Based on total advertising budget of $658,250, plus $32,500 in NMTD cooperative grant funds secured
MARKETING / PAID MEDIA
47%
16%
18%
7%
12%
2014 PAID MEDIA
DIGITAL
RADIO
MEETINGS
75%
7% 15%
3%
TOTAL ADVERTISING BUDGET: $865,000
PAID MEDIA
PRODUCTION
AGENCY SERVICES
SOCIAL MEDIA SERVICES
The 2015 full-year media plan is in development. Following is a recap of the 2014 media plan.
MARKETING / PAID MEDIA Overview: Deliver Santa Fe brand messages efficiently to targeted leisure audience segments and personas in proven geographic target markets, plus provide support for groups/meetings/incentive travel Strategies: Identify channels to reach targets by interest, including art buyers/collectors and
experience/culture seekers Use rich media units to engage targets more effectively than just standard banners Optimize campaigns in flight, maximizing campaign efficiency Apply campaign analytics for comprehensive measurement and evaluation Components: To be determined, but likely to include: Digital Radio Print Email Goals: Will be defined in 2015 full year media plan recommendation
DRIVE MARKETS:
• ALBUQUERQUE
• COLORADO
• WEST TEXAS
• ARIZONA
FLY MARKETS:
• DALLAS
• DENVER
• LOS ANGELES
• HOUSTON
• CHICAGO
• NEW YORK CITY
MARKETING / SOCIAL MEDIA Overview We will treat organic efforts on Santa Fe social media channels as conduits for the authentic voice of Santa Fe rather than
promotional channels. These will be augmented by paid social media, paid digital and traditional media for the more promotional hard sell efforts.
Strategy When we approach social media for Santa Fe we consider the audience first, the brand second, then how the two come together: What does our audience care about? Who are we authentically? How can we delivery an extraordinary value? Bottom-up approach to content – taking a cue from the content shared by residence and visitors we will generate our own content that matches and augments what people are already passionately sharing. Focus on who you are not what you sell – rather than talking about hotels, restaurants and galleries, we will share the stories of the hoteliers, chefs, artisans who run them as well as the people who make Santa Fe what it is. Prepare Santa Fe for social media - Components • Facebook • Twitter • Pinterest • YouTube • Blog • Instagram • Vine • LinkedIn • Other new channels
MARKETING / SOCIAL MEDIA
MARKETING / SOCIAL MEDIA
MARKETING / SOCIAL MEDIA Component Execution Objective: Focus on sharing authentic Santa Fe content. Strategies/Tactics: • Focus on relevant and valuable content • Encourage comments from fans and engage directly in conversations with them
• Develop a seasonal calendar content app to increase engagement and sharing
• Focus on authentic day-in-the-life Santa Fe content balanced with event-and topic-focused campaigns
• Leverage custom photography and videography to increase engagement and sharing
2015 Goals: • Increase engagement and relevance of content for out-of-state followers.
2014 Results:
Facebook • 36,825 fans
Twitter • 7,570 followers
Pinterest • 1,698 followers
YouTube • 128 subscribers
Instagram • 1,607 followers
Your Twitter Performance Report
Your Twitter account has been analyzed for network size, engagement and content quality:
@CityofSantaFe [https://twitter.com/CityofSantaFe]
Registered on 2/9/2009
Followers 7,459
Following 1,706
Tweets 7,128
Photos/Videos 15
Follower ReTweets 1,952
Potential Human Reach 413,475Engagement 55.43 humans reached per follower
0.5%
% of Tweets
with image or video
38.8%
% of Tweets
ReTweeted
Your Twitter Performance Report
Your Twitter account has been analyzed for network size, engagement and content quality:
@CityofSantaFe [https://twitter.com/CityofSantaFe]
Registered on 2/9/2009
Followers 7,459
Following 1,706
Tweets 7,128
Photos/Videos 15
Follower ReTweets 1,952
Potential Human Reach 413,475Engagement 55.43 humans reached per follower
0.5%
% of Tweets
with image or video
38.8%
% of Tweets
ReTweeted
MARKETING / SOCIAL MEDIA / TRIP ADVISOR Objective: Integrate with paid, unpaid marketing and communications activities to promote Santa Fe as an ideal travel destination
Strategies/Tactics: Leverage the proven power of Trip Advisor with a paid DMO
(Destination Marketing Organization) Page on TripAdvisor.com
Update content regularly Integrate with SantaFe.org travel planning tools and social
media channels Participate in discussion forums providing valuable content to
travelers and driving traffic back to SantaFe.org Leverage paid advertising placements to promote seasonal
Santa Fe messaging Serve content in a timely, consistent manner, using content
calendars
2014 Results: 220,211 total page views 28% over 2013
2015 Goals: 275,263 total page views 25% increase (55,052)
*Santa Fe Convention & Visitors Bureau 2010 Phone and Email Conversion Study
Objective: Integrate with paid and unpaid marketing and communications activities to promote Santa Fe as an ideal travel destination
Strategies/Tactics: Execute consistent and real-time posts that align with the
brand pillars Engage Facebook fans through comments, photos, and tags
Install integrated Apps for maximum engagement and
increased fan base
Serve content in a timely, consistent manner, using content
calendars and advance post scheduling
2014 Results: 36,476 total likes 15,234 new likes 72% increase over 2013 2015 Goal: 45,495 total likes 25% increase (9,119)
MARKETING / SOCIAL MEDIA / FACEBOOK
MARKETING / SOCIAL MEDIA / TWITTER Objective: Increase awareness and appeal of Santa Fe as a travel destination through daily outreach Strategies & Tactics Produce multiple daily tweets about Santa Fe events,
people and topics Highlight positive media coverage about Santa Fe Interact with followers via retweets and searches Expand Twitter followers through blogger interaction,
retweets and follows Keep current with trending hashtags and include key
hashtags based on brand pillars / promotions - #NewMexicoTrue - #Travel - #Food - #VisitSantaFe - #HowtoSantaFe
2014 Results:
7,606 total followers
1,185 new followers
8% increase over 2013
2015 Goal:
9,507 total followers
15% increase (1,902)
MARKETING / SOCIAL MEDIA / PINTEREST Objective: Integrate with paid and unpaid marketing and communications activities to promote Santa Fe as an ideal travel destination
Strategies/Tactics:
Optimize Santa Fe description to increase search-ability as
much as possible
Pin all social media properties and apps
Re-pin, like and comment on photos from fans and searches
Create pin boards based on key brand pillars / promotions
Leverage new developments such as Map Pins
Serve content in a timely, consistent manner, using content
calendars and advance post scheduling
2014 Results: 1,585 total followers 635 new followers 67% increase over 2013 2015 Goal: 1,902 total followers 20% increase (317)
MARKETING / SOCIAL MEDIA / YOUTUBE Objective: Integrate with paid and unpaid marketing and communications activities to promote Santa Fe as an ideal travel destination
Strategies/Tactics: Optimize channel description Integrate channel with links to sweepstakes, Travel Planner & e-
newsletter Interact with fans by sharing, adding or liking videos and
commenting Organize Playlists based on Brand Pillars Create Promotions-based Playlists to support campaigns such as
Tune In to Santa Fe Serve content in a timely, consistent manner, using content
calendars and advance post scheduling 2014 Results: 134 total subscribers 57% increase over 2013
2015 Goal: 268 total subscribers 100% increase (134)
MARKETING / SOCIAL MEDIA / BLOG Objective: Integrate with paid and unpaid marketing and communications activities to promote Santa Fe as an ideal travel destination
Strategies/Tactics:
Post quality, curated content
Align timing of posts with advance trip planning period (2
months)
Integrate blog with e-newsletter
Maintain blog RSS feed and social linkage widgets
Organize content by brand pillar
Circulate content in other social media channels to maximize
readership
2014 Results: 39,207 page views 44% increase over 2013
2015 Goal: 47,331 page views 25% increase (9,406)
MARKETING / SOCIAL MEDIA / INSTAGRAM Objective: Integrate with paid and unpaid marketing and communications activities to promote Santa Fe as an ideal travel destination
Strategies/Tactics:
• Post quality, curated images
• Integrate into promotions
• Post content in a consistently
• Circulate content in other social media channels to maximize
followers
2014 Results: • 976 total followers
2015 Goal: • 1,464 total followers • 50% increase (488)
MARKETING STRATEGIES / PUBLIC RELATIONS Overview: Manage the flow, content, and reach of news about Santa Fe to the press, related in an energetic way and emphasizing the latest information ,as a critical part of the bureau’s overall marketing effort. The Facts: Newspaper readers make up 37 percent of the world’s population*. Daily newspaper circulation is up 5.7% over the last 5 years*. Web-based news outlets are reaching more people, thru computers, phones, and pads†. Freelancers produce more than 70% of magazine content†. The media brings third party credibility to information Press coverage fills in the places not reached by paid advertising Story content can focus on individual businesses The media depend on our information to develop their stories Highlighting new events, information and city trends keeps the media engaged with Santa Fe
*About.com/marketing † PrDaily.com
MARKETING / PUBLIC RELATIONS Press Releases Objective: Use mainstream media, new media, social media and the bureau’s own media to deliver compelling stories and information about Santa Fe to national and international travel markets basing content on marketing brand pillars Strategies & Tactics: Match press release brand pillar content to key publication’s editorial calendars and writer beats Distribute bi-monthly What’s New updates keeping editors up to date Use press release calendar for targeted pitching on monthly basis Leverage media placement with targeted editorial releases as possible Include social media links on all press releases Target publications through their specific editorial calendars Utilize Lou Hammond & Associates and their Cision Network for distribution Distribute quarterly, seasonal newsletter by e-blast and national distribution 2014 Results: 62 press releases written and distributed 16.1% decrease over 2013 2015 Goal: 78 press releases written and distributed 25% increase (16)
MARKETING / PUBLIC RELATIONS Media Placements Objective: Place stories in national, regional and market-specific publications and outlets with both large and mid-sized circulations that provide both short-term and long-term value Strategies & Tactics: Identify key influential media to pitch with specific stories Match story content and pitches to specific media outlets Respond to requests from “Help a Reporter Out” for additional coverage Present specialized story information requests to appropriate community
partners Continue to develop relationships with outlets across all platforms Develop story pitches based on publications’ time sensitive editorial
calendars 2014 Results: 369 published stories 16% over 2013
2015 Goal: 421 published stories 15% increase (52)
MARKETING / PUBLIC RELATIONS Leisure Media Visits Objective: Seeing is believing. First-hand experience tells the story best. Strategies & Tactics: Individual Press Visits Make lodging and meal arrangements for qualified press as needed Create Santa Fe rich itineraries for visiting press based on story assignments Work on developing a Mexican Press trip to Santa Fe in 2014 Work in conjunction with NMTD to host visiting press Assist press hosted by local lodgers with information and arrangements, as needed Use Lou Hammond & Associates’ press contacts to pitch Santa Fe visits and group press trips Show off Santa Fe when it’s at its best; Spring, Summer and Fall Two City/County funded press trips in first 2 quarters of 2014 Keep groups small, 6 to 8, to maximize needs of participants Recruit press from national and regionally important outlets 2014 Results: 132 press visits 28% increase over 2013 2015 Goal: 145 press visits 10% increase (13)
MARKETING / PUBLIC RELATIONS Desk Side Visits Objective : Bring Tourism Santa Fe and its messaging to the media through one-on-one meetings in their individual markets. Strategies & Tactics: Prepare targeted story ideas for each appointment. Organize leave-behind gift bags and press kits on USB drives. Follow-up post mtg to provide additional information and arrange visits as
appropriate. Leverage Tourism Santa Fe spokesperson travel schedules. Utilize Mayor Javier Gonzalez where possible to serve as a destination ambassador by
joining in the one-on-one media meetings. Mayor Gonzalez would add gravitas to the meetings and would speak on his perspective of Why Santa Fe is one of America’s most attractive and dynamic destinations – a city on the rise.
2015 Goal: Arrange deskside meetings in eight target markets. Suggested markets represent those that Tourism Santa Fe has identified as important drivers of business and were not previously visited in 2014 (Chicago, Portland, San Francisco, Dallas, Houston) as well as those with sufficient media outlets to justify cost: Atlanta Austin/San Antonio Denver Los Angeles New York Toronto or Vancouver Phoenix Baltimore/Washington DC
MARKETING STRATEGIES / PUBLIC RELATIONS Blogger Network Objective: Key bloggers are trendsetters with significant influence; their importance continues to grow Strategies & Tactics: Use TKO and Lou Hammond blogger research to expand reach to travel/lifestyle bloggers Engage in ongoing conversation with bloggers about Santa Fe Include in press release outreach by further developing targeted distribution lists Include influential bloggers in all group press trips 2014 Results: Stories were placed with 10 out of 12 identified travel blogs 2015 Goal: Place XX stories with Identified influential travel bloggers from the following sites:
Yahoo! Travel Huffington Post Fodors Johnny Jet Peter Greenberg Wendy Perrin / TripAdvisor Shermans Travel Indagare
Jetsetter Jaunted Everett Potter Traveler Report Hotel Chatter About.com Daily meal Food Republic John Mariani
MARKETING / PUBLIC RELATIONS
Santa Fe Business Partnerships Objective: Involve business partners with press in order to expand breadth and depth of Santa Fe image. Strategies & Tactics:
• Expand network of business partners to provide support for visiting press • Include appropriate businesses in press itineraries to enhance authentic experiences for visiting journalists • Work with CRM database to maintain updated distribution of opportunities • Include all businesses in Hot Tip distribution • Leverage Lou Hammond weekly Value-Blast • Stay connected with partner PR agencies on mutual support of visiting press • Share press coverage with businesses included in stories • Create a library of images to be used by business partners for their promotions.
2014 Results: The bureau partnered with 100 businesses during the year’s press efforts, a 40% increase from 2012 2015 Goal: Increase press exposure of new business partners by 15%, 15 businesses, over 2013 through story development and press outreach
MARKETING / PUBLIC RELATIONS Enhance Media Resources Objective: Provide story information, city background and high-quality photos for use by press Strategies & Tactics:
Collaborate with TKO and Studio X on updated Media Kit design and content Use brand pillars as content guidelines for media kit Make media kit available online and on USB drives Keep online image library stocked with compelling, updated Santa Fe photos
2014 Results: New updated media kit, placed online, used during all desk side appointments. Image Library made more streamlined to use. 2015 Goal: Develop an updated electronic media kit with new graphic look incorporating latest branding, deliverable in the Winter, 2014. Increase the number of photos in the online image library by 20%.
MARKETING / PUBLIC RELATIONS Meeting Industry Press Objective: Meeting and convention center news remains critical to continued growth of the city’s meetings market Strategies & Tactics:
Produce quarterly “What’s New” press release updating Santa Fe meeting information, awards, personnel changes and facility improvements
Recruit and escort meeting press as part of ongoing Meeting Planner/Press Fams Upcoming 2014 fam trips: April, July and October
2014 Results: 3 press members attended the summer meeting fam, a 33% increase from 2012 2015 Goals: Increase number of annual meetings specific press releases over 2013 releases by 4 releases or 70%. Include at least 2 meeting press journalists in each scheduled meeting planner/press fam.
MARKETING / PUBLIC RELATIONS Earned Media Metrics Objective: Utilize earned media as a key metric for measuring press outreach results Strategies &Tactics: Use Lou Hammond reading service to monitor press results including print, electronic and social media Report earned media results monthly 2014 Results: $10,046,177 earned media 43.5% increase over 2013 2015 Goal: 15,000,000 earned media 50% increase ($5,000,000)
MARKETING TACTICS / PUBLIC RELATIONS CALENDAR
Tactic January February March April May June July August September October November December
Press
Releases/
Pitching
Farolito
Winners
(Jan. 2)
~
UNESCO
10th
Anniversar
y + What’s
Happening -
Santa Fe
Arts
(Jan. 7)
~
Healthy
eating in
Santa Fe
(Jan. 14)
~
DIY Santa
Fe
(Jan. 21)
~
The
Bachelor
(Jan. 28)
~
Meetings
Release 1
Bachelor
contest
(Feb 2)
~
Stress
Awareness
Month
Offerings –
Spa,
Relaxation
(Feb. 4)
~
Santa Fe
Chocolate
(Feb. 14)
~
Restaurant
Week
(Feb. 18)
~
Spring
Break (with
Volun-
tourism)
(Feb. 25)
~
Artfeast
Passport
to Arts &
Summer
Live
Music
(March 4)
~
Spring
Cleaning
Spas/Well
ness
(March
11)
~
What’s
New –
Spring +
Outdoor
Rec-
reation
(March
18)
~
Business
Related
(March
25)
~
Bachelor
Contest
Winner
Santa Fe
Pride
Events –
Gay Pride
Month
(April 2)
~
Summer of
Color
(April 9)
~
Santa Fe’s
Best
Burgers -
May Nat’l
Hamburge
r month
(April 16)
~
SF
Century
30th
Annual
Ride (April
23)
~
Meetings
Release 2
Into the
Night
George
R.R.
Martin
~
Family
Packages
/ Events -
June Nat’l
Family
Month
(May 6)
~
Summer
Volun
tourism
(May 13)
~
Summer
Markets –
Spanish
Market,
Int’l Folk
Art
Market
(May 20)
~
Santa Fe
Summer
Nightlife
Summer
Arts –
Opera,
Museums
& More
(June 3)
~
Santa Fe
Bandstan
dSeries
(June 10)
~
What’s
New -
Summer
(June 17)
~
Family
Summer
Events
(June 24)
Fiesta de
Santa Fe
(July 1)
~
Santa Fe
Wine and
Chile
Fiesta +
Smack-
down
(July 15)
~
Meetings
Release 3
Celebratin
g National
Chile
Pepper
Month
(Aug. 5)
~
Haunted
Hotels &
Happen-
ings
(Aug. 19)
Fall
Happenings
– Winter
Indian
Market,
Canyon Rd
Paint Out &
More
(Sept. 2)
~
Ski Season
Preview /
What’s New
Fall
(Sept. 16)
Holidays
in Santa
Fe:
Farolitos
Walk
and
More
(Oct. 7)
~
Conde
Nast, T +
L
Awards
(Oct.
TBD)
~
Meeting
s
Release
4
Holiday
Packages/
Events
(Nov. 4)
~
Christmas
Shopping
– shop
small and
local (Nov.
11)
~
Winter
Pueblo
Feast
Days (Nov.
18)
~
Social
Media
holiday
contest
What’s
New 2016
(Dec. 2)
~
Winter
Indian
Market
(Dec. 9)
~
New Year
New You –
Spa
Packages
(Dec. 16)
MARKETING / TRAVEL PLANNER Overview: Develop content that highlights the Santa Fe brand pillars Improve and increase the visual impact of both the printed and digital travel planner Emphasize Santa Fe neighborhoods; historic downtown, Canyon Road, and Guadalupe and Railyard district Draw attention to the “secrets” of Santa Fe and not to be missed experiences Highlight ‘Stay Another Day” activities and attractions (i.e. day trips and hands on creative experiences) Strategies & Tactics: Develop an engaging and high impact guide Increase available photo options Review the ease of use and usability of the digital edition of visitor guide Review print numbers (400,000) Address distribution strategy
Rack Distribution (105,000+) Address production issues
Cover glossy finish Shipping/delivery options Postage graphic and costs
MARKETING / WEBSITE Objective: Enhance and refresh website to provide potential visitors to SantaFe.org an exciting online experience. Strategies & Tactics: Work with Fuseideas to integrate new creative across all components:
SantaFe.org CommunityConventionCenter.com Blog Newsletters:
Santa Fe Happenings Stay Another Day in Santa Fe 10 Day Calendar Seasonal Newsletter Marketing Report Sales Report
Continue to solicit free photography from local businesses Maintain and follow photo rotation schedule Update accolades as needed to promote Santa Fe as top destination Research and compare design features with other major markets 2014 Results: Time on Site: 2:55 minutes Total Visits: 1,267,000 Pages per Visit: 2.79 Bounce Rate: 56.12%
2015 Goals Increase time on site by 15% Increase total visits by 15% Increase page per visit by 10%
MARKETING / WEBSITE Website Content & Development Objective: Maintain compelling and current content promoting Santa Fe as a premier travel destination in the United States and in the world. Strategies & Tactics: Research and implement new technical features being used in other destination markets (slideshow, javascript, etc) Update content and photos according to schedules/calendars in Google docs for Creative Team Solicit photos from new businesses Work with the TOURISM Santa Fe to develop feedback mechanisms and polls to determine conversion strategies Update slideshow captions with new accolades as Santa Fe wins them Swap out content on homepage with latest photos, events, campaigns, promotions, sweepstakes, articles and videos Update pillar pages with latest articles and accolades specific to each pillar
2014 Results: Time on Site: 2:55 minutes Total Visits: 1,267,000 Pages per Visit: 2.79 Bounce Rate: 56.12% 2015 Goals: Increase visits to pages that create conversions:
accommodations pages newsletter subscription page Santa Fe Guide request page
Increase pages per visit by 10% Increase time on site by 15% Decrease bounce rates by 15%
MARKETING / WEBSITE Maintenance & Optimization
Objective:
Maintain an efficient, optimized and easy to navigate website to enhance the online experience for potential visitors to Santa Fe.
Strategies & Tactics:
Adhere to Google industry requests for optimal SEO results
Provide detailed and specific reporting to inform marketing decisions
Maintain Google analytics dashboard and continue to add events to help monitor reports
Analyze site speed, SEO and best practices
Continue to utilize and strategize with data mining and schema tactics
Gather and disperse visitor usage data from Santa Fe Guide and Newsletter subscription forms
Monitor and respond to performance matrix (page performance)
Present quarterly statistics regarding site performance
2015 Goals:
Maintain page speed of %90 – monitor on a quarterly basis
Maintain YSlow Grade of 70% - monitor on a quarterly basis
Spider report generated once a month to evaluate and identify sites and pages that are no longer valid
High ranking for key word searches (Santa Fe, Visit Santa Fe, New Mexico etc.)
MARKETING / WEBSITE /PARTNERS Industry Partners Page Objective: Use the Industry Partner page as a way to communicate and educate business partners of the many ways to be involved promoting Santa Fe as a premier travel destination. Strategies & Tactics: Update Industry Partners page with latest:
Marketing Plan Sales Plan Newsletters: 10 Day Calendar, Happenings, Stay Another Day, Marketing Report, Sales Report Links to updated articles, accolades and press releases Downloadable materials to participate in campaigns, promotions and sweepstakes Reports and studies
2014 Results: 3,392 Visits to Industry Partners Page 2015 Goals: Increase visits to Industry Partners Page by 15% Increase # of businesses participating in online campaigns/promotions by 25%
MARKETING / WEBSITE Newsletters
Objective:
Educate, inform, entice and convert potential visitors to come to Santa Fe.
Strategies & Tactics:
Integrate marketing creative and messages being used by TOURISM Santa Fe
Keep design fresh utilizing current creative
Send Marketing and Sales Reports once a month
Send Happenings Newsletter to subscribers every first Tuesday of each month
Send Stay Another Day Newsletter to subscribers every third Thursday of the month
Create newsletter topic schedules to coincide with press releases and blogs to emphasize marketing
message
Continue to work with Creative to develop exciting topics for newsletters that will engage subscribers
2014 Results:
Newsletter Subscribers – 59,095
Average Open Rate – 16.36%
Business Partner Subscribers – 903
Average Open Rate – 36.75%
2015 Goal:
Increase open rates by 5%
Increase subscriptions by 5%
MARKETING / WEBSITE Mobile Site Objective: Maintain easy navigation on SantaFe.org for visitors to find information on mobile devices both in and out of market. Strategies & Tactics: Keep SantaFe.org responsive Analyze and respond to industry trends Continue to study tablet use and Internet use behavior of visitors Use Litmus (software) to monitor SantaFe.org mobile site on new smart
phones and tablets 2014 Results: Visits to SantaFe.org using a phone device – 391,967 Visits to SantaFe.org using a tablet – 241,825 2015 Goals: Reduce number of bounces from paid media by 15% Increase overall traffic to mobile devices by 10% Increase time on site by 15% Increase pages per visit by 10%
MARKETING / WEBSITE
Campaign and PR Integration Objective: Integrate, reinforce and bring to life all marketing efforts including – advertising, public relations, social media, campaigns, promotions and sweepstakes. Strategies & Tactics: Develop and maintain custom modules as needed: Landing pages for campaigns, promotions and sweepstakes Homepage badges and clickable hotspots for campaigns, promotions and sweepstakes Maintain communication with public relations manager to keep press release pages updated Continue to maintain and collect accolades for strategic use Continue to integrate campaigns/promotions/sweepstakes into all visitor newsletters 2015 Goals: Increase clicks to campaigns/promotions/sweepstakes on site by 15% Increase visit to awards and articles pages by 5%
MARKETING / WEBSITE / PARTNERS Advertising Objective: Increase advertising revenue by increasing awareness of advertising opportunities for business partners on SantaFe.org Strategies & Tactics: Provide quality, high-visibility ads to business partners Continue to attend hospitality industry events (networking breakfasts, Celebrate Tourism) and announce advertising
opportunities Conduct monthly calls to solicit new businesses for advertising opportunities Participate in TOURISM Santa Fe workshops for business listings to increase awareness of advertising 2015 Goals: Highlight advertising opportunity once a month in the Marketing Report Contact 5 new businesses a month for advertising opportunities Increase ad revenue by 10%
MARKETING / WEBSITE Community Convention Center Objective: Promote the message of the Community Convention Center as a premier destination choice for events, weddings and conventions. Strategies & Tactics: Maintain CommunityConventionCenter.com as an integral part of
TOURISM Santa Fe’s message and marketing Add content to SantaFe.org that would entice visitors to consider an
event, wedding or convention in Santa Fe Add new and updated photos of the Convention Center Publish
confirmed bookings at the Convention Center in Sales Report
2015 Goals: Increase traffic to the Community Convention Center site by 10% Increase traffic from the Community Convention Center site to
SantaFe.org by 10%
MARKETING / WEBSITE Meeting Planners
Objective: Present a comprehensive overview of exciting history, entertainment and arts available to produce an event or conference. Strategies & Tactics: Promote the Community Convention Center for its:
Customizable meeting spaces indoors and outside Technology LEED Certified ‘green’ buildings On-site parking
Add updated photos of the Community Convention Center
2015 Goals: Increase traffic to Meeting Planner page by 10% Increase online Request for Proposals by 5%
MARKETING / WEBSITE Overview To ensure that SantaFe.org is fully integrated with all marketing assets and messages of TOURISM Santa Fe. Continue to maintain a streamlined and exciting online experience that introduces visitors to the city’s award-winning cuisine, legendary shopping, vibrant performing arts, boundless visual arts, breathtaking landscapes and unprecedented history and culture. The site should also help integrate with the business partners into TOURISM Santa Fe’s assets and message. The Facts*: 75% - travelers who begin online research before they know where they are going 45% of travelers in 2014 did their research on a smartphone or tablet 55% of Boomers will travel within the United States 4 – 5 times in 2015 83% of travelers start with social media to inspire travel destination ideas Top Three Motivators to Travel: take a break from everyday life spend time with family and friends Relax and rejuvenate
*Data Source: Google – The 2014 Traveler’s Road to Decision AARP – 2015 Travel Trends Adobe – Best of the Best Benchmark 2013 Silverpop – Email Marketing: Metrics Benchmark Study 2013
MARKETING / EMAIL NEWSLETTERS
January 6 – Santa Fe Happenings 14 – TOURISM Santa Fe Marketing Report 22 – Stay Another Day in Santa Fe 28 – TOURISM Santa Fe Sales Report February 3 – Santa Fe Happenings 11 – TOURISM Santa Fe Marketing Report 19 – Stay Another Day in Santa Fe 25 – TOURISM Santa Fe Sales Report March 3 – Santa Fe Happenings 11 – TOURISM Santa Fe Marketing Report 19 – Stay Another Day in Santa Fe 25 – TOURISM Santa Fe Sales Report
April 7 – Santa Fe Happenings 15 – TOURISM Santa Fe Marketing Report 23 – Stay Another Day in Santa Fe 29 – TOURISM Santa Fe Sales Report May 5 – Santa Fe Happenings 13 – TOURISM Santa Fe Marketing Report 21 – Stay Another Day in Santa Fe 27 – TOURISM Santa Fe Sales Report June 2 – Santa Fe Happenings 10 – TOURISM Santa Fe Marketing Report 18 – Stay Another Day in Santa Fe 24 – TOURISM Santa Fe Sales Report
2015 Newsletter Schedule
MARKETING / EMAIL NEWSLETTERS
October 6 – Santa Fe Happenings 14 – TOURISM Santa Fe Marketing Report 22 – Stay Another Day in Santa Fe 28 – TOURISM Santa Fe Sales Report November 3 – Santa Fe Happenings 11 – TOURISM Santa Fe Marketing Report 19 – Stay Another Day in Santa Fe 25 – TOURISM Santa Fe Sales Report December 8 – Santa Fe Happenings 16 – TOURISM Santa Fe Marketing Report 24 – Stay Another Day in Santa Fe 30 – TOURISM Santa Fe Sales Report
July 7 – Santa Fe Happenings 15 – TOURISM Santa Fe Marketing Report 23 – Stay Another Day in Santa Fe 29 – TOURISM Santa Fe Sales Report August 4 – Santa Fe Happenings 12 – TOURISM Santa Fe Marketing Report 20 – Stay Another Day in Santa Fe 26 – TOURISM Santa Fe Sales Report September 8 – Santa Fe Happenings 16 – TOURISM Santa Fe Marketing Report 24 – Stay Another Day in Santa Fe 30 – TOURISM Santa Fe Sales Report
2015 Newsletter Schedule (cont.)
MARKETING / INDUSTRY TOOLS
RESOURCES | SantaFe.org/Industry_Partners Reports and Statistics Profile Sheet (Leisure) Profile Sheet (Group) Newsletter Archives Order Travel Guides Recent Press Release Photo Library Awards and Accolades Lists Advertising Flip Book Add and Edit Business Listings Contact TOURISM Santa Fe
BE SEEN | Advertising Free Tourism Related Business Listing List Specials & Promotions List Events Buy Advertising on SantaFe.org BE IN THE KNOW | CVB Updates Sign up for the Business Partner E-Blast BE CONNECTED | Social Media Facebook Twitter YouTube Pinterest Instagram Blog
![Santa Fe[1]](https://img.dokumen.tips/doc/110x75/55975ecf1a28ab961a8b4842/santa-fe1.jpg)