MARKETING PLAN

Transcription

1 MARKETING PLAN

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 Ferraris, Account Coordinator Fuseideas-Advertising Steve Mason, Strategic Director CJ Kaplan, Creative Director Shaun Stanwood, Art Director Geenamarie Shuttleworth, Account Manager Studio X-Website Kyle Langan, Webmaster Trudy Gibson, 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 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 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 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, $40,000 NM Radio Campaign Girlfriend Getaway Developed Industry Partner Site on SantaFe.org TANM TIARA Awards 2014 Developed 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

6 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 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 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

7 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 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, 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 Goal 152 Supported Press Visits Increase supported press visits 15% (20) 2014 Baseline Goal 1,988 Media Contacts Increase media contacts 10% (181) 2014 Baseline 1, 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, Goal 1,464 Instagram Followers Increase Instagram followers 50% (488) 2014 Baseline Goal 84 YouTube Subscriptions Increase YouTube subscriptions 100% (42) 2014 Baseline Goal 47,331 Blog Page Views Increase Blog Page views 25% (9,406) 2014 Baseline 37,925

8 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 ) 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

9 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 Q (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 (9) (1) Longwoods Int l Travel USA (2) New Mexico Tourism Department 2014 Annual Report (3) Santa Fe Quarterly Marketing Report Q (4) 2010 SFCVB Phone & Conversion Study (5) New Mexico Visitor Profile (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

10 COMPETITIVE ANALYSIS / NATIONAL Santa Fe Charleston Austin Asheville Savannah San Antonio Population (2012) 69, , ,592 85, ,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, *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 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

11 COMPETITIVE ANALYSIS / SOUTHWEST REGION Santa Fe Sedona Tucson (Includes Pima County) Scottsdale Colorado Springs Denver Population (2012) 69,204 10, , , , ,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 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

12 TARGET AUDIENCE Female HHI $75K+ College educated

13 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 TARGETING MODEL; Target Markets selected based on DMA ranking in three qualifiers: GoogleAnalytics (visits to SantaFe.org), SFCVB 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. 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

14 BRAND STRATEGY

15 BRAND ESSENCE = Adventure Steeped in Culture

16 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

17 SANTA FE / CAMPAIGN CORNERSTONES

18 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 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

19 BRAND KEY MESSAGE / CUISINE 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 Restaurant Week Hands-on Cooking Experiences Santa Fe Farmers Market Santa Fe School of Cooking Winter Brew Las Cosas Green Chile Cheeseburger Trail (11) Santa Fe Culinary Academy Santa Fe Chocolate Trail James Beard Foundation Artisan Bakeries Recognitions / Awards 250+ Restaurants Santa Fe Wine & Chile Fiesta Oldest U.S. Wine Growing Area Santa Fe Wine Festival at El Rancho Award Winning Breweries & de Las Golondrinas Distilleries Las Estrellas Winery Santa Fe Spirits ArtFeast Duel Brewery Green Chile Cheeseburger Capital Blue Corn Brewery of the World Second Street Brewery Restaurant Walking Tours Santa Fe Brewer (Oldest NM Green Chile Harvest Festival Brewer) Green Chile Cheeseburger Award Winning Mixologists Smackdown Vibrant food truck scene 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

20 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 3 rd 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

21 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

22 BRAND KEY MESSAGE / PERFORMING ARTS 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 SFUAD 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

23 BRAND KEY MESSAGE / REJUVENATION & RELAXATION 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 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

24 BRAND KEY MESSAGE / TRADE CENTER 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 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 3 rd Largest Art Market in the U.S. Juried Arts & Craft Markets Turquoise Trail / Madrid off-beat treasures Consignment Store Treasures (15+) 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

25 MARKETING STRATEGY & TACTICS

26 MARKETING COMPONENTS Paid Media Social Media Direct Marketing SantaFe.org E-Blasts Travel Planner (VG) Public Relations

27 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

28 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

29 MARKETING / PAID MEDIA The 2015 full-year media plan is in development. Following is a recap of the 2014 media plan. Amount allocated for FY14 placements: $656, Digital: $311, (47%) Radio: $107, (16%) Print: $115, (18%) $44, (7%) Meetings: $76, (12%) Contingency: $34, * Based on total advertising budget of $658,250, plus $32,500 in NMTD cooperative grant funds secured 2014 PAID MEDIA 12% 7% 47% 18% 16% DIGITAL RADIO PRINT MEETINGS 7% TOTAL ADVERTISING BUDGET: $865,000 15% 3% 75% PAID MEDIA PRODUCTION AGENCY SERVICES SOCIAL MEDIA SERVICES

30 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 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

31 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

32 MARKETING / SOCIAL MEDIA

33 MARKETING / SOCIAL MEDIA

34 MARKETING / SOCIAL MEDIA Component Execution Objective: Focus on sharing authentic Santa Fe content. Strategies/Tactics: Focus on relevant and valuable content Your Twitter Performance Report Encourage comments from fans and engage directly in conversations with them Develop a seasonal calendar content Your app Twitter to increase account has engagement been analyzed for and network sharing size, engagement and content quality: Focus on authentic day-in-the-life Santa Fe content balanced with event-and topic-focused campaigns Leverage custom photography and to increase engagement [ and sharing 2015 Goals: Followers 7,459 Increase engagement and relevance of content for out-of-state followers. Your Twitter Performance Report Registered on 2/9/2009 Following 1,706 Tweets 7,128 Photos/Videos 15 Your Twitter account has been analyzed for network Follower size, engagement ReTweets and content 1,952 quality: Potential Human Reach 413,475 Engagement humans reached per [ Registered on 2/9/2009 Followers 7,459 Following 1,706 Tweets 7,128 Photos/Videos 15 % of Tweets Follower ReTweets 1,952 with image or video Potential Human Reach 413,475 Engagement humans reached per follower 0.5% 0.5% % of Tweets ReTweeted 38.8% 2014 Results: Facebook 36,825 fans Twitter 7,570 followers Pinterest 1,698 followers YouTube 128 subscribers Instagram 1,607 followers

35 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 Goals: 275,263 total page views 25% increase (55,052) *Santa Fe Convention & Visitors Bureau 2010 Phone and Conversion Study

36 MARKETING / SOCIAL MEDIA / FACEBOOK 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 Goal: 45,495 total likes 25% increase (9,119)

37 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 Goal: 9,507 total followers 15% increase (1,902)

38 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 Goal: 1,902 total followers 20% increase (317)

39 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 Goal: 268 total subscribers 100% increase (134)

40 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 Goal: 47,331 page views 25% increase (9,406)

41 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)

42 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

43 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 Goal: 78 press releases written and distributed 25% increase (16)

44 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 Goal: 421 published stories 15% increase (52)

45 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 Goal: 145 press visits 10% increase (13)

46 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 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

47 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

48 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 Results: The bureau partnered with 100 businesses during the year s press efforts, a 40% increase from Goal: Increase press exposure of new business partners by 15%, 15 businesses, over 2013 through story development and press outreach

49 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 Goal: Develop an updated electronic media kit with new graphic look incorporating latest branding, deliverable in the Winter, Increase the number of photos in the online image library by 20%.

50 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 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.

51 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 Goal: 15,000,000 earned media 50% increase ($5,000,000)

52 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 10 th 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 Voluntourism) (Feb. 25) Artfeast Passport to Arts & Summer Live Music (March 4) Spring Cleaning Spas/Well ness (March 11) What s New Spring + Outdoor Recreation (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 30 th 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 + Smackdown (July 15) Meetings Release 3 Celebratin g National Chile Pepper Month (Aug. 5) Haunted Hotels & Happenings (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)

53 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

54 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%

55 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%

56 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.)

57 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%

58 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%

59 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, 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%