City of Benicia Proposal for Tourism Marketing Services September 7, 2009

Transcription

1 City of Benicia Proposal for Tourism Marketing Services September 7, 2009 Prepared By (707)

2 Introduction We appreciate the opportunity to submit the following proposal to the City of Benicia for tourism marketing services. Industry Knowledge With 19 years of service to the hospitality and tourism industries, has the capabilities, qualifications and contacts to manage a marketing and public relations program for the City of Benicia with the purpose of increasing the number of day trips to local attractions. Jack Wolf has worked with clients such as the Sonoma County Tourism Bureau, City of Santa Rosa s Economic Development Department, Santa Rosa Main Street, Calistoga Chamber of Commerce and many others in promoting tourism and economic development programs within Sonoma and Napa counties. Strategy Over the years, we have successfully promoted many tourism-oriented clients through media outreach, advertising, social media and marketing communications. We pride ourselves in producing top results for the budget. Scope of Services Marketing Web Content for creates high-quality web content for clients, including articles and profiles, photos and video, and often directly inputs web content into a content management system. Website content: To keep content dynamic and fresh, would: Add a section to the website for posting news that will be updated on a regular basis (twice a month). The news will include featured events, special profiles of local businesses and attractions, specials on products or services offered to visitors, etc. Add a press room section to the website as a reference for journalists where news releases would be posted and photos would be available for download. Create a Facebook fan page (please see New Media section) for Benicia and provide a link to it on the home page of Enlist the assistance of other key merchant groups in creating visitor-oriented group or fan pages on Facebook, to which the website will link. Produce videos of local attractions and post them on the website. Provide web functionality and browsing capabilities so people can use their smart phones to look for a nice place to stop for lunch, an activity for the kids or other Benicia attractions. 2

3 Website technical support: would use the subcontractors currently used by the City of Benicia for technical support of the website. New Media Because more and more of the over 40 demographic is going online for their news, entertainment, and information, we propose to also develop a social media presence for Benicia by doing the following: Develop a Visit Benicia Facebook fan page to create a community and a forum for sharing of visitors experiences in Benicia, as well as answering questions from visitors and potential visitors. Create a blog for Benicia. Develop a Twitter account to help promote the Facebook page and blog, and to provide a sense of immediacy, informality and exclusivity regarding visit opportunities. Create a YouTube channel. Produce videos of local attractions and post them on the website, Facebook page and YouTube channel. Collateral Materials has many years experience in producing a variety of marketing collateral materials, from concept through design, to production. We propose the following approach to the marketing materials covered within the RFP (arts guide, restaurant guide, historical sites guide, shopping guide/business clusters catalogs, outdoor activities/waterfront guide, visitors guide): Create a master template that can serve as a framework for all materials. This approach ensures a consistent, cohesive look among the various materials and helps save on production costs. Create tri-fold brochures to make mailing easy and to keep display costs down (by not requiring customized holders) Provide PDFs of all materials for the website. Technical Assistance to other Tourist-Service Organizations We would provide technical assistance to other primary tourist-serving organizations, such the Benicia Chamber of Commerce and Benicia Main Street. This technical assistance could take the form of: Recommendations for website content and collateral materials. Cross-promotion of events, websites, social media sites. Identification of opportunities for publicity and appropriate media contacts/outlets for dissemination of press releases. Media Outreach proposes the following initiatives/projects in the area of publicity: 3

4 Develop a media distribution list that reflects the emphasis of encouraging day trips from visitors within a 40-mile radius. Outlets we would target for press material distribution and media follow up would include, but not be limited to: Contra Costa Times Marin Independent Journal Tri-Valley Herald (Pleasanton, Dublin, Livermore) Fairfield Daily Republic Diablo Magazine San Jose Mercury News Modesto Bee Sacramento Bee TV destination programs (such as Bay Area Back Roads on KRON) Napa Register Oakland Tribune Hayward Daily Review Via Magazine (AAA) San Francisco Chronicle Sunset Magazine Stockton Record Radio travel shows (such as On The Go with John Hamilton on KGO radio) We understand that some of these publications are in cities outside the 40-mile target radius, but once a press release is written, distribution to additional journalists is timeefficient. There also may be occasions where stories are worthy of national press distribution. We would also identify special interest magazines and newsletters that serve subscribers interested in unique attractions and activities such as water sports, glass artwork and California history. Develop a press kit that features Benicia s new branding as a day-trip destination with profiles on its art community, waterfront businesses and historical sites. Develop a list of story ideas in concert with the City of Benicia. Releases would be designed to clearly illustrate why each story is of interest to a journalist s audience. Add a press room section to the website as a reference for journalists. Evaluate the city s photo library for comprehensiveness, and add to the library if there are gaps, to ensure prompt availability for journalists. Develop B-roll video of primary attractions for use by media upon request. Develop media fam tours as a way to showcase Benicia s recreational, shopping, cultural and dining opportunities. Invite individual journalists, based on the quality of their media outlets, to visit area attractions. Tour Operator Outreach Develop a database of tour operators in a targeted area. Help develop a tour operator section on Conduct tour operator fam tours. Provide targeted campaign to tour operators with discounts, specials, new attractions. 4

5 Write and distribute press releases to tour operator trade publications. Co-op Publicity Opportunities (such as with California Travel & Tourism Commission has a long history of working closely with organizations such as the California Travel & Tourism Commission and the San Francisco Convention and Visitors Bureau. We re proud of the reputation we ve developed with such organizations. They know us as a responsive, well-connected firm that will work closely with them to make sure our mutual projects are successful. In just the last few months we ve worked jointly with the CTTC, hosting several journalists they brought to California for stories. Monthly E-newsletter To help ensure the quality of the newsletter, proposes the following: Our graphic designer will design a template consistent with the look of the visitbenicia.org website and help design each issue. We will write the content in cooperation with other tourist-service organizations, such as Chamber of Commerce, Benicia Main Street, Arts Benicia, etc. Client/Community/Public Liaison Response to Client and Other Stakeholder Inquiries To ensure responsiveness to the client and other stakeholders: Jack Wolf, principal of the agency, will serve as the primary contact for the City of Benicia. If the client needs an immediate response, and Jack happens to be temporarily unavailable, Senior Account Executive Cheri Lieurance can assist. However, the client will never be passed off to a junior member of the agency. will respond to any client or community group inquiries within two business days. Availability for Meetings Jack Wolf will provide representation of tourism marketing plans and initiatives at various meetings, including meetings of public bodies or community organizations with the following frequency: Client meetings in person at least monthly, scheduled at mutual convenience. Up to two additional meetings of public bodies or community organizations in person in Benicia monthly by request (for example, City Council meetings). Benicia Tourist Information Phone Line will establish and operate a tourist information phone line that will also offer an opportunity to provide marketing collateral fulfillment, market research and market campaign measurement. To help ensure that the phone line serves these several purposes, will: 5

6 Establish systems, procedures and training that enable the operator to: o Enter telephone and non-telephone inquiries into a custom database, tracking advertising sources, inquiry methods, geography, travel preferences and related travel characteristics. o Fulfill customer vacation planning needs with answers to questions, travel guides, maps, electronic materials, and individual responses. o Provide custom monthly reporting to organizations covering areas such as inquiry activity, interest patterns, and preferences. o Export organizational database information for relational marketing efforts. o Survey callers on the sources of their information about the town of Benicia to help facilitate measurement of the success of various marketing campaigns. o Discern special interests on the part of callers to provide lead contacts to agencies or organization interested in reaching targeted audiences. To ensure the quality and reliability of service provided, will: Carefully screen and select operator(s) who is/are knowledgeable about the Benicia area and dedicated to superb customer service. Test the operators on their knowledge of local attractions and history. Provide initial and ongoing customer service training. Periodically make secret visitor calls to test the quality of the service provided. Assistance in Coordination of Four Visitors Centers will assist in coordination and growth of local visitor centers by: Providing recommendations on improving signage, branding and collateral materials and the overall visitor experience. Posting news about events and special exhibitions on and on the city s Facebook fan page. Finding opportunities to promote the visitors centers through advertising, media outreach and marketing campaigns and itinerary and activity suggestions by phone line operators. Event Clearinghouse will serve as a coordination point among various organizations or agencies for scheduling of events by: Setting up a master calendar through a tool such Google Calendar that could be accessed by key event planners to help avoid scheduling conflicts. Routinely checking in with various organizations on the status of event planning so that when details of an event are finalized, they can be posted on Providing recommendations to organizations on timing of events (to take advantage of seasonal tourism) and timing of event promotion. Volunteer Program will find opportunities to enlist the efforts of volunteers eager to help promote tourism in Benicia by: 6

7 Researching how volunteers are used in other communities. (Possible volunteer roles could include docents for walking tours, city beautification, fund raising, event services, festival organization, cultural or hospitality ambassador programs). Adding a how you can get involved in tourism section on promoting volunteer opportunities through social media channels, and providing flyers at visitor centers. Developing a relationship with the Volunteer Center of the East Bay. Creating volunteer job descriptions and customer service standards. Formation of a Tourism Business Improvement District in was the marketing agency of record for the Sonoma County tourism effort as it created a business improvement area in the early 2000s that is still thriving today. The firm had a strong working relationship with the consultant who spearheaded the effort. Advertising will create a detailed advertising plan that targets the desired demographic. Effective options include the Northern California edition of Sunset magazine, radio and possibly cable television. We would recommend a campaign on two to three radio stations such KGO, KCBS and KOIT. Radio is a powerful way to raise awareness of a product or service. Magazine ads would be designed to highlight Benicia s attractions and reinforce that Benicia is a fun, interesting, relaxing (and nearby) getaway. Cable television also can be an effective media outlet and could include Benicia ads on networks such as the travel channel. A common mistake in advertising is spreading the budget too thin, and trying to have a presence in more venues than the budget allows. We recommend picking the best outlets and having a strong presence during the campaign. In the last few years, Wolf Communications has won awards for its involvement in a highly successful radio advertising campaign for the Sonoma County Visitors Bureau. Measurement and Reporting We d closely monitor the program goals, budget and effectiveness. There are a number of ways to measure results based on what works best for the client, including: Evaluate sales at visitor-oriented businesses. Determine behavioral outcome by comparing the results of pre-and post-campaign surveys to measure differences in perceptions. Measure the value of media clips generated if purchased as advertising and compare that figure with the actual cost of the campaign. Monitor TOT increases. Evaluate occupancy rates at lodging properties. Evaluate key message delivery and brand positioning in media stories. 7

8 Each month, we provide a bulleted summary of client services. Quarterly, we typically produce two spreadsheets: The Media Hits report details articles, Internet stories, television coverage and radio stories we arranged, including the advertising value (what it would cost to buy that ink and airtime). A Media in the Works report highlights journalists we worked with that quarter, with a progress update for each story. Current Workload and Availability of the Consultant Organization and/or Team The staff of has the time necessary to handle the scope of services as outlined in the RFP. We specialize in tourism/destination marketing and have provided numerous campaigns for other cities with an exemplary record of completing projects on time and with excellent results. Account Team: Experience and References is a public relations and advertising firm that specializes in securing news coverage for clients in both local and national media, as well as developing highly targeted advertising and marketing campaigns. The agency creates integrated marketing, PR and advertising plans that identify the most effective messages and channels to reach the desired audience. Jack Wolf Owner Jack Wolf is a member of the Society of American Travel Writers, Bay Area Travel Writers, Outdoor Writers Association of California, California Golf Writers Association and Public Relations Society of America. Among his acknowledgments from journalist organizations are awards of appreciation from SATW, OWAC and North American Ski Journalist Association (NASJA). For nearly a decade, Jack supervised and produced television news at major market network affiliates, where he was honored with Associated Press awards in the Best Newscast category. For three years he was director of public relations at one of California's largest ski areas, Kirkwood Ski Resort. During that time, he served on public relations committees at the Lake Tahoe Visitors Authority, a tourism promotion organization. Jack has a Bachelor of Arts degree (with honors) from California State University, Sacramento, where he studied communications. He was born and raised in Sonoma County, and except for nearly fifteen years during television news and PR careers, he has lived in Santa Rosa. Cheri Lieurance Cheri Lieurance has worked in public relations for about a decade, including as publications and community relations manager for St. Joseph Health System - Sonoma County. She has also worked in journalism and technical writing. 8

9 Cheri has a bachelor s degree in journalism from San Jose State University and a master s degree in English from Sonoma State University. During her career in public relations, Cheri has managed production of magazines, newsletters, web content and collateral materials; handled logistics for events; and coordinated media relations. Kat Braunstein Kat Braunstein is a talented graphic designer with years of experience working at top advertising agencies and design firms. Whether designing online sweepstakes for ebay, helping start-ups develop branding messages, or giving a visual boost to businesses, Kat s creative eye, attention to detail and grasp of what makes a successful marketing campaign has made her a sought-after designer. She studied art and received a BA degree from San Jose State University, and completed additional studies at the Academy of Art College in San Francisco, UC Berkeley Extension, UC Santa Cruz Extension and Colorado University. Capabilities: Comprehensive Public Relations Campaigns: Media kits, news releases and follow-up phone calls are just the beginning. The key to successful story placement is relationships with editors, writers and broadcasters. During a 30-year media career, Jack Wolf has developed strong alliances among newspaper, magazine, television, radio and Internet journalists. He understands deadlines and the importance of follow through. He knows what makes a good story, and how to make the journalist s job a little easier. Video Production: The firm produces VNRs that help clients get airtime. Wolf s television news background means stations are getting video that looks as if it came from their own crews. Sales videos, press tour videos and corporate productions are other specialties. We also produce innovative and compelling videos for social media efforts. New Media: is now tapping the power of social media, such as Facebook and videos designed to go viral, to promote destinations among a younger, new media-savvy demographic. can create social media pages that use photos, blogs and video to engage users of this medium and supplement this outreach through use of complementary new media, such as YouTube and Twitter. Promotions and Special Events: creates familiarization tours, journalist association conferences and other special events. Promotions are another way to generate publicity. On-air radio station giveaways are one example of using product to obtain additional exposure. 9

10 Collateral Material Production: The firm writes and produces top quality brochures, newsletters, rack cards and fliers. Advertising Program Development: produces television and radio commercials, including concept development, writing and directing narration, photography and post-production. When they work together, PR and advertising blend synergistically to achieve remarkable results. Current Clients Include: City of Calistoga: Public relations to promote tourism, including press kits, press releases, media pitching, press tours, video production, and social media efforts. Contact: Rex Albright, (707) , 1506 Lincoln Ave, Calistoga, CA Sonoma County Tourism Bureau: Projects include press tour coordination and media outreach. Contact: Ken Fischang, (707) , 420 Aviation Blvd., #106 Santa Rosa, CA City of Santa Rosa: Public relations, advertising and community outreach for the Economic Development and Housing Department, Redevelopment Agency and Housing Authority. Includes press releases, media follow up, newsletters, brochures and advertising campaigns. Contact: Nancy Manchester, (707) , 90 Santa Rosa Avenue, Santa Rosa, CA Or contact: Raissa de la Rosa, (707) , 90 Santa Rosa Avenue, Santa Rosa, CA Santa Rosa Main Street: Public relations and community outreach to promote downtown Santa Rosa. Contact: Chris Messina, (707) , 637 First Street, Santa Rosa, CA Past Tourism-Related Clients Include: City of Healdsburg: Tourism public relations including familiarization tours, travel writer story solicitations, press kit and press releases, etc. Sonoma County Tourism Program: Public relations for this predecessor of the Sonoma County Tourism Bureau, including group and individual familiarization tours, travel writer story solicitations, press kit, press releases and video production. Ski Lake Tahoe: Teamed with Weidinger Public Relations to coordinate journalist conference of 300+ for this cooperative marketing group that consisted of the five largest ski resorts in Tahoe. 10

11 Russian River Region Visitors Bureau: The bureau s geographical area included the Russian River from Cloverdale to Jenner and the Sonoma County coast. Handled public relations, special events and advertising. Contact: Don Test, (707) Sonoma County Golf Group: An organization of the top golf courses and several lodging properties in Sonoma County. Coordinated public relations, special events, advertising and provided general consultation. Contact: Chris Christensen, (707) Kirkwood Ski Resort: Continued coordinating media exposure after leaving fulltime position at the resort as public relations manager. Helped train replacement, developed press kit, press releases and assisted writers. A Sampling of Media References: John Hamilton, KGO Radio, Talk Show Host (925) , 900 Front Street, San Francisco, CA, Susan Fornoff, San Francisco Chronicle, Travel Editor until August 2009: (510) Janet Fullwood, freelance travel writer, former Sacramento Bee Travel Editor: (916) Fee Structure Wolf Communication s standard hourly rates are $175 for Jack Wolf, $115 for Cheri Lieurance and $95 for Kat Braunstein, plus normal expenses such as phone, postage, mileage, printing, photography as necessary and occasional clerical support. The goal is always to provide the client with the maximum benefit for the investment, so the most appropriately qualified person would handle each task. When factoring in required expenses such as advertising placement, phone line staff and collateral materials printing, the budget allows for an average of approximately 60 hours per month of time. That is based on the average hourly rate of the account team. Summary would use its years of media experience, extensive travel journalist contacts and public relations knowledge to secure positive media coverage for Benicia. The firm also would bring new strategies for increasing overnight, midweek and off-season business. We would greatly value an opportunity to work with the City of Benicia to promote its compelling attractions to potential visitors. 11

12 Preliminary Marketing Budget The following public relations program components are used for budget planning purposes. A final budget would be based on specific program elements determined after discussions with the City of Benicia. Depending on the cost of collateral material production and the final advertising plan, the original budget may not allow enough time to complete every service in the RFP right away. If so, with client input, Wolf Communications would prioritize the marketing initiatives based on providing the greatest results in the most timely manner. Budget Item Average Monthly Cost Intermittently Occurring Costs/Expenses Media Outreach, PR Co-op, Tour Operator Contact Fees: $3,250 Web Content Fees: $1,000 New Media Fees: $1,000 Collateral Materials Writing and Design Fees: $1,000 Assistance to Tourist-Service Organizations Fees: $800 E-Newsletter Fees: $1,000 Advertising Cost to buy ad space and/or airtime $40,000 Fees for ad production $5,000 Management: This includes items such as meetings, client and stakeholder inquiries, visitor center assistance, volunteer coordination, event clearinghouse, BID assistance and overseeing phone line staff. Fees: $1,750 12

13 Printing and Photography Expenses: $15,000-25,000 Visitor Information Phone Line Staff $14-$18 per hour, full time for 20 months, plus $2,850- payroll costs $3,500 Expenses: Phone line $40 TOTAL $14,000 (approx. average) 13