MARKETING PLAN SUMMARY
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1 MARKETING PLAN SUMMARY
2 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 Ferrraris, 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
3 MARKETING OVERVIEW
4 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 engaging, integrated marketing plan and campaign. Develop 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.
5 2014 MARKETING ACCOMPLISHMENTS Supported 5 Press/Industry FAM Trips Filming of the Bachelor episode highlighting Santa New Mexico Tourism Grants Fe and Northern New Mexico 2014 $32,500 New PR contract including the addition of a staff 2015 $20,000 NM Radio Campaign Girlfriend PR manager- John Feins Getaway Redesign 2015 Santa Fe Guide Developed Industry Partner Site on SantaFe.org Redesigned Website and templates to TANM TIARA Awards 2014 improve navigation and responsiveness Developed Newsletter Strategy Transitioned Advertising agency of record- Santa Fe What s Happening Monthly Fuseideas Santa Fe Deals & Specials Monthly 2nd Annual Celebrate Santa Fe Tourism Event Seasonal Newsletter Quarterly 2014 in partnership with the Santa Fe Chamber of Business Partners Newsletter Twice a Month Commerce and New Mexican 10-Day Events Calendar Paid Media Leisure Campaign Launches Traveled to Press Desk Sides Facebook Promotion with the Denver Airport Chicago (United Santa Fe Denver Flight Support) Portland Santa Fe I Do Promotion San Francisco VIVA Santa Fe-Virtual Zozobra Destination Marketing Work Group- Green Chile Cheeseburger Smackdown Hospitality/Tourism community group that meets Tune In to Santa Fe 3 times a year to share marketing ideas and Farolito Instagram Campaign networking.
6 2015 GOALS & METRICS OF EVALUATION Visitor Guide o 2015 Goal 21,958 Visitor Guides Mailed Increase Visitor Guide Requests 10% (1,996) Opt-In Database o 2015 Goal of 75,919 subscribers Increase database subscribers 10% (6,902) Website o 2015 Goal 1,320,000 Web Visits Increase overall web traffic 10% (120,000) o Public Relations o o o o 2015 Goal 1,020,265 Web New Visits Increase new visitors 10% (92,751) 2015 Goal 78 Distributed Press Releases Increase distributed press releases 25% (16) 2015 Goal 152 Supported Press Visits Increase supported press visits 15% (20) 2015 Goal 1,988 Media Contacts Increase media contacts 10% (181) 2015 Goal $15,000,000 Earned Media Increase earned media 50% ($5,000,000) Social Media o 2015 Goal 45,495 Facebook Likes Increase Facebook likes 25% (9,119) o 2015 Goal 1,902 Pinterest Followers Increase Pinterest followers 20% (317) o 2015 Goal 9,507 Twitter Followers Increase Twitter followers 25% (1,902) o 2015 Goal 1,464 Instagram Followers Increase Instagram followers 50% (488) o 2015 Goal 84 YouTube Subscriptions Increase YouTube subscriptions 100% (42) o 2015 Goal 47,331 Blog Page Views Increase Blog Page views 25% (9,406)
7 BRAND STRATEGY
8 SANTA FE / CAMPAIGN CORNERSTONES
9 COMMUNITY DISCUSSION Key Take Aways Santa Fe s multicultural heritage is a rich and differentiating attribute that must be included in our marketing communications. Art, cuisine, architecture and more can be tied to Santa Fe s rich cultural history. Art, art history, contemporary art and performing arts remain the core of the Santa Fe brand, and should be communicated as part of the Santa Fe experience. Santa Fe offers an experience like nowhere else from outdoor recreation and sightseeing to enjoyment of the arts, history, dining, shopping and more. It s an experience that is truly DIFFERENT! The City Different is not only historic, but continues to be accurate and a strong platform upon which Santa Fe s story can be told. History alone may not be as attractive to younger consumers, but history woven together with Santa Fe s multicultural heritage becomes a story about people and is much more engaging to Millennials Meeting Planners and Incentive Travel Managers may have a low level of awareness of Santa Fe, and what it has to offer suggesting that a coordinated sales and advertising effort is needed.
10 COMMUNITY DISCUSSION Key Take Aways As a destination that is so visually unique and in such a stunning setting, more and better photos and videos should be used to tell the Santa Fe story. Part of the Santa Fe experience is shopping in a relaxed, friendly atmosphere with incredible variety and artful, creative products made locally. Santa Fe is a hub, from which one can explore the Pueblos, the National Forest, a complete variety of outdoor recreation and sightseeing plus all of the comforts, amenities and attractions of the city. Santa Fe s architectural style is rooted in its multicultural heritage, and was furthered as a deliberate preservation strategy as a result, Santa Fe is unique among all the world s cities. The Pueblos of Santa Fe are unique in North America, and should be included with respect and care for accuracy among our marketing communications and should let people know that the Pueblos are accessible, welcoming and hold great historic integrity. It is critically important to maintain authenticity in marketing Santa Fe and avoid the hype and synthetic promotion that so many destinations embrace.
11 COMMUNITY DISCUSSION Key Take Aways An important characteristic of the Santa Fe experience is how intimate most venues are, from dining to theater and music, the opera and even the museums. When appropriate, providing the greater context of the Northern New Mexico region as Santa Fe s setting can help further differentiate the city from the rest of New Mexico Social media is critical, especially as we seek to share the depth and variety of intellectual, soulful, rich experiences available in Santa Fe Events serve two purposes: 1) Events can be motivating reasons for visitors to select Santa Fe and come specifically to attend that event, and 2) Events can illustrate that Santa Fe is a vibrant and interesting destination with lots to see and do at any time of year Interests are far more important than age when targeting consumers for Santa Fe Santa Fe has a warm and welcoming vibe, a feeling that causes many to feel that they have found their spiritual home that s why many people throughout the community tell personal stories of how they came to be in Santa Fe
12 MARKETING STRATEGY & TACTICS
13 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
14 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 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
15 MARKETING COMPONENTS Paid Media Social Media Direct Marketing SantaFe.org E-Blasts Santa Fe Guide (VG) Public Relations
16 MARKETING / INDUSTRY TOOLS Resources available on the Industry Partners page of SantaFe.org Reports and Statistics Profile Sheet (Leisure) Profile Sheet (Group) Newsletter Archives Order Travel Guides Recent Press Releases Photo Library Awards and Accolades Lists Advertising Flip Book Add & Edit Business Listings Contact TOURISM Santa Fe Add &Edit Events
17 WORKING TOGETHER BE SEEN Advertising Free Tourism Related Business Listing List Specials & Promotions List Events Buy Advertising on SantaFe.org Buy Advertising in the Visitor Guide BE IN THE KNOW CVB Updates Sign up for the Marketing & Sales Partner E-Blast BE CONNECTED Social Media Facebook Twitter YouTube Pinterest Instagram Blog 17
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