HomeMy WebLinkAboutTBID_2021-04-21_MinutesVISIT ATASCADERODESTINATION MARKETING
4/21/21
Visit Atascadero—MARKETING | APR 2021
2020/2021 RECAP
Fiscal year 2020/2021 is focused around recovery and efficiency. With so
many unknowns, we took a conservative approach and refocused all
marketing efforts to our owned channels. This included content
development, social media, website enhancements and new programs that
would support our local businesses while sharing destination experiences.
OVERVIEW
Visit Atascadero—MARKETING | APR 2021
COMPLETED INITIATIVES
●Developed a COVID-19 Recovery Marketing Plan
●Content development: created three persona-based
itineraries that are housed on VisitAtascadero.com
●Three social media takeovers highlighting local businesses
giving our followers behind the scenes access.
○Charles Paddock Zoo (reaching 974 people)
○The ARTery (reaching 3,357 people)
○Colony Market & Deli (reaching 2,097 people)
●Developed a "Atascadero Backstage Pass" program that
featured off-the-beaten-path outdoor experiences via social
media videos. More than 2,500 people engaged with our
Instagram stories.
○Hiking along Los Lomas Trail
○Hiking Three Bridges Oak Preserve
○Biking through the Garden Farms neighborhood
Visit Atascadero—MARKETING | APR 2021
COMPLETED INITIATIVES
●Designed and deployed a "Local Business Spotlight" social
campaign that includes up to five Instagram story slides
sharing local content. We have featured:
○Halfway Station
○Ancient Peaks
○Chaparral Gardens
○Juice Boss
○Colony Mash Brewing
○Country Touch Cafe
○Traffic Record Store
○Bloom N' Grow Florist
○Sylvester's Burgers
○Mudflat Mercantile
○Street Side Ale House
○Joebella Coffee
○Colony Market and Deli
Visit Atascadero—MARKETING | APR 2021
COMPLETED INITIATIVES
Due to the stay-at-home order and restrictions on travel, paid media
was paused in 2020, however we used this time to develop two new
brand videos with the goal of showcasing our beautiful outdoor
experiences. We focused on the family persona and outdoor
adventurer. The campaign launched in March of 2021.
Visit Atascadero—MARKETING | APR 2021
2021/2022 BUDGET PLAN
Visit Atascadero—MARKETING | APR 2021
2021/2022 PLAN
As vaccines continue to be distributed and travel restrictions are lifted, Verdin
plans to relaunch all marketing channels including paid and earned media. The
momentum we have built in the owned space through social media will continue
and we will look for ways to leverage content and bring efficiencies.
●Develop a robust paid media plan utilizing new assets and channels such
as native, programmatic and search.
●Re-engage an email marketing campaign to build our subscriber
database and tell the Atascadero story
●Social media content creation, implementation and management
●Coordination with our industry partners such as Visit SLO CAL and CCTC
for reactive public relations efforts which may include content
submissions, FAM coordination and story pitching
●Website enhancements and content development
●Creation of new assets including photography and video
Visit Atascadero—MARKETING | APR 2021
SCOPE OF WORK
Media Costs, Planning & Placement: $106,000
Creative Development:$30,000
Social Media & E-Newsletter $30,000
Public Relations:$5,000
Website Updates: $3,000
Marketing Plan and Management:$26,000
TOTAL:$200,000
Visit Atascadero—MARKETING | APR 2021
QUESTIONS
Visit Atascadero—MARKETING | APR 2021