HomeMy WebLinkAboutTBID_2014-12-17_MinutesExhibit A
Scope of Work
Public Relations and Marketing Program
Contractor agrees to devote personnel, subcontractors and principle hours necessary to perform the
services set forth in this agreement in an efficient and effective manner.
Scope of Work and Deliverables
Contractor will research, analyze, gather insight, build a strategy and execute a results-oriented public
relations and marketing program for the City of Atascadero’s Tourism Business Improvement District
‘Visit Atascadero’. The program and services described in the scope will be directed to accomplish the
stated mission recommended by the Advisory Board - Visit Atascadero and reviewed and Approved by
City Manager.
Marketing strategic consulting, account management, public relations outreach, marketing and
advertising services anticipated throughout an initial 12-month program, will include, but are not limited
to the following activities and deliverables.
Assessment & Marketing Plan
Conduct Advisory Board visioning session to enable City and Visit Atascadero Advisory Board to
unify the destination brand mission statement, vision, marketing priorities and long-term marketing
and operational responsibilities.
Assess qualitative findings of the destination brand. Analyze data and key findings to establish up-
to-date trends for market targeting, visitation and marketing key messaging.
Create a city approved marketing plan to include
i. Public Relations Program
o Proactive and reactive media relations programs
o Include Visiting Journalists program
o Establish key performance indicators and reporting
ii. Strategic Partnership Program
o Events Strategy/Partners/Sponsorship Criteria & Agreements
o New events support
o Tourism Partners i.e. VSLOC, CCTC, Visit CA
iii. Digital/Mobile Advertising Program
o Develop Campaigns and creative assets
o Utilize/Grow Visit Atascadero database
City of Atascadero TBID Minutes
December 17, 2014
Exhibit A
Administration, Account Management & Reports
Assign experienced account manager to serve as daily administrative, marketing and strategic
manager to enable Visit Atascadero Advisory Board to conduct necessary marketing, budgetary and
operational functions according to City Bylaws established for the formation of the Atascadero
Tourism Business Improvement District.
Provide monthly board packets, coordinate board meetings and monthly reports of marketing and
financial transactions of city approved operations and marketing activities.
Agency invoices and corresponding marketing reports will be provided to City by the first Friday of
each month.
Execute Marketing Plan
Subject to final marketing plan recommended by Advisory Board and approved by City, contractor
will serve as exclusive agent to execute the marketing plan during this term.
Execution may include, but not confined to:
o Creation of updated brand identity toolkit
o Updating content and creative of tourism mobile responsive website
o Creation of tourism promotions impacting shoulder season visitation
o Creation and placement of digital, print and broadcast advertising
o Public relations outreach including press releases and journalist hosting
o Media Fam Trips
o Event sponsorship and marketing outreach
City of Atascadero TBID Minutes
December 17, 2014
Exhibit A
Exhibit B
Compensation and Method of Payment
Contractor is to be compensated for services rendered upon presentation of invoices, budget and report
on a monthly basis with an initial 12 month, not-to-exceed cap of $75,000 for public relations and
advertising.
Contractor fees for creative, strategic, project management services are calculated at a rate of $125 per
hour.
Additional estimated monthly fees for approved account management and administration services:
$3,000 or 24 hours per month.
For all City-approved media placed on behalf of Visit Atascadero, contractor receives a 15% commission
from the gross rate invoiced by media to contractor. As such, digital media that is invoiced to contractor
or client on a net basis has the equivalent commissionable markup of 17.65%.
Subject to City approval of advisory board recommendations, additional budget may be assigned to
contractor within this agreement for purposes of marketing, advertising, public relations and
promotions. Fees and expenses for such purposes may not exceed the assessment balance.
The City Manager reserves the right to inspect the Contractor’s financial records and transaction
receipts for all media and hard cost expenses which are provided monthly. The Contractor may have up
to 72 hours to present additional financial records if requested by City.
City of Atascadero TBID Minutes
December 17, 2014
Exhibit A
1
Atascadero TBID
Marketing Vision Session
Summary and Action Items
November 19, 2014
9:00 am – 12:00 pm
City of Atascadero TBID Minutes
December 17, 2014
Exhibit B
2
Executive Overview:
With the overarching goal to develop a rich quality of life for residents and guests, the City of
Atascadero has been involved in strategic destination marketing since developing and executing its first
Tourism Brand Work Plan for the 2012 – 13, 2013 - 14 fiscal years. Marketing efforts have supported
the vision for Atascadero to be recognized as a centrally located, affordable, fun destination that
believes in community and has a lot of heart.
The destination marketing strategies and tactics including professional digital/mobile advertising,
website development, and seasonal campaigns were focused on core drive market visitors. With the
formation of a Tourism Business Improvement District, the City determined it was necessary to clarify
its own mission and define the roles to proceed with in the future. To that end, Mental Marketing, TJA
Advertising and the City developed a visioning agenda to identify and address unmet needs and
opportunities of the destination brand marketing effort.
To this date, the destination marketing stakeholder summit outlined in this report has included a
number of agency activities:
• A review of surveys conducted of key City and tourism stakeholders
• A review of Visit Atascadero marketing efforts and progress
• A review of City annual strategic plans, efforts and campaign results
• A review of recent summit conducted by Corragio Group
• A review of three presentations with the TBID agency selection committee
• A collaborative brand marketing summit conducted with the TBID board
The evolution of the destination marketing mission is based on a few key factors.
First, the success of the City marketing activities to date, specifically the lift in TOT and the growth of
the Visit Atascadero website created a solid brand foundation . Secondly, the marketing stakeholders
realizing there are unmet tourism marketing opportunities that require TBID leadership.
As a result of this collaboration, the TBID marketing effort will be focusing action steps on a few core
ideas including formalizing the destination marketing mission, establishing a highly efficient marketing
organization, increasing destination awareness and driving a solid return on marketing investment.
The success of this year’s strategic planning effort set the stage for the Tourism Business Improvement
District unify its mission and direct agency resources toward creating measurable value throughout the
lodging constituency, the community, region and the state.
City of Atascadero TBID Minutes
December 17, 2014
Exhibit B
3
Session One: Atascadero TBID Advisory Mission Statement
A. Defining Your Brand Mission: If you don’t, someone else will
Mission statements may seem overused and unimportant, but a well-crafted mission can
become the road map to define your organization, establish your brand sentiment and achieve
your goals.
For this session the agency presented a sample statement for the board to review and discuss.
The core objectives of the statement were agreed upon by the advisory board, with inclusion of
a line that speaks directly to ROI specifically for the lodging constituents as per TBID bylaws.
In addition, the group brainstormed about how to describe the city of Atascadero in the mission
with the following results:
Down to earth
Classic Americana
Homey
HUB central
Heart
Local
Lifestyle
Norman Rockwell
Cheers
Friendly
Rustic
Authentic
Rural
Family
Gateway to wine country
Beauty
Session Two: Evolving the Visit Atascadero Destination Brand
A. City Tourism Recap to date
Surveyed key stakeholders in FY 2012
Created two-year work plan
Created functional brand toolkit
Destination key messaging & content
KEY SUBJECT: APPROVE MISSION STATEMENT AND BRAND SENTIMENT
Mission Statement Recommendation
To brand, market and promote Atascadero, CA as the classic California
Americana destination of choice on the Central Coast to a regional, national
and global audience targeting leisure, family, business and group travelers,
resulting in more frequent visitation, longer stays and increased lodging
revenue.
City of Atascadero TBID Minutes
December 17, 2014
Exhibit B
4
Executed shoulder seasonal campaigns
Getaway giveaways & some packaging
Results:
o Web Visits YOY: +55%
o Lodging Listings Views: 3,700
o TOT: +11%
B. City Situation
City council focus is its 28,000 constituents
City Council wants to promote the local community, local events and grow economic
development within city limits across the board
City is overall brand manager
City researching possible event coordinator position
C. What we know about the tourism brand to date
Ideal Location = Heart of the Central Coast
Under-developed but Growing Retail, Culinary, Historic, Cultural Base
Opportunities for Residential and Commercial Development
Activities & Attractions Are Plentiful
Visitors Seeking and Finding Things to Do = #1
Rural Charm Appeals to our Target Market
Wine Industry Is Critical for Brand Awareness and Demand
Family Friendly – But Not a Family Destination
D. Deeper dive into Atascadero brand: What the Group Told Us
During this session, the group was asked to shout out the perceived advantages, as well as
perceived flaws to the Visit Atascadero brand, and what it offers locals and travelers. This
exercise helped the agency to get a better understanding of perceptions, which better arms us
with the ammunition needed to address all brand aspects.
KEY TAKEAWAY: CITY FOCUS VERSUS TBID FOCUS
The City has spent two years, valuable time and money to establish a Visit
Atascadero brand resulting in increased brand awareness, lodging options
and TOT year over year. Establishing this understanding of the tourism brand,
and the foundation to build brand awareness even further, the city has
primed the waters for the TBID to focus ad dollars out of market. The City’s
priorities are now more locally focused on economic development to attract
new business and grow local events, working as a partner in tourism.
City of Atascadero TBID Minutes
December 17, 2014
Exhibit B
5
A. What is the current state of brand?
The Current Look: Good sidewalks, Murals, Sunshine, Emerging downtown, Creative artsy, Thrift
stores, Red brick highway entrances, New infrastructure/signs, Historic City hall, Countryside,
Country life, Trees, Wildlife, Tacky signage, Lack of parking, Vacancies downtown, Empty
lake/park
The Current Feel: Underground movement, Events, Safe, Comfortable, Rural , Welcoming,
Neighborly, Escaping city, Friendly, Artsy, Boring, Hokey, Trapped, Disconnected DT, No
continuity, Sleepy town
The Current Smell: Oaks, Grass, BBQ hamburgers, Beer, Coffee, Horses, Flowers, Wine,
Fermentation, Zoo, Creek
The Current Taste: Beef/hamburgers, Pizza , Mexican, Fig, Shushi, BBQ, Thai, Groves on 41, Meat
Market, Balsamic Farm
The Current Sound: Birds, Crickets, Frogs, Sirens, Traffic, No music
B. Where to you want the brand to be?
The Future Look: Flowers, More restaurants, Bike paths/HB riding paths, Vibrant downtown,
Year round ice rink, More trees, Walking trails, Walking downtown, More Way finding signage,
Public restrooms downtown, Downtown culture, Creek focus, Stadium park promotion, Colony
home tour map, Weekly events ie Thurs night Farmers market SLO
The Future Feel: Quality, Vibrant, Connected, Art zone, Old buildings refurbished, Outside
seating at cafes, Relaxing, Genuine, Hip underground, Music, Dining, Broader evening events,
More car events
The Future Smell: Gourmet foods, Martini, Healthy
The Future Taste: Steakhouse, Farm to table restaurants, Artisan marketplace, More diverse
ethnic food ie Mediterranean
The Future Sound: Night life music, Outside cafes, Embrace AHS – ie football excitement
KEY SUBJECT: RECONCILE BRAND MESSAGING
Atascadero Brand Sentiment
Reconciling all the above feedback from the visioning effort tells a
brand story. The agency take away from this visioning session is that
the classic California Americana lifestyle found here is the heart of
Atascadero. Classic California Americana in the middle of wine country
is a perfect brand messaging fit for Atascadero: unpolished, rural, a
little rusty, artsy, active, natural, beautiful. This is what sets Atascadero
apart from comp set and embraces “perceived flaws”, including them a s
part of the culture. From quirky signage and coffee shops, to eclectic
thrift stores and art galleries, these icons are what makes Atascadero a
classic California Americana destination. Messaging approval from the
City and TBID going forward is key for public relations strategy, strategic
partnership program and digital advertising development .
City of Atascadero TBID Minutes
December 17, 2014
Exhibit B
6
Session Three: Marketing Plan Priorities
The group identified the need for a Two-Year Strategic Marketing Plan w/annual review to grow brand
awareness and educate travelers on the variety of activities & attractions found in Atascadero. The
strategies and tactics to address in the plan will address the following priorities:
Increase Destination Awareness
Increase Lodging Demand and Revenues
Create TBID Operational and Marketing Efficiencies
Strategies and Tactics to Include in Scope of Work:
i. Public Relations Program
o Proactive and reactive media relations programs
o Include Visiting Journalists program
o Establish key performance indicators and reporting
ii. Strategic Partnership Program
o Events Strategy/Partners/Sponsorship Criteria & Agreements
o New events support
o Paso Robles Event Center
o Tourism Partners i.e. VSLOC, CCTC, Visit CA
iii. Digital/Mobile Advertising Program
o Develop Campaigns and creative assets
o Utilize/Grow Visit Atascadero database
Additional Tactics Discussed To Evaluate:
City Events coordinator/criteria
Advertising AAA, trade pubs
Atascadero App
City Hall on map
Visitors Guide
Logo Update w/city hall pictured
Destination weddings outreach
KEY SUBJECT: TIMELY MARKETING PLAN DEVELOPMENT
Grow Brand Awareness & Lodging Revenues
As the agency hired to serve the City and TBID brand marketing mission,
there is an opportunity to co-op and leverage all marketing efforts without
duplication. The plan will drive awareness and lodging revenues.
City of Atascadero TBID Minutes
December 17, 2014
Exhibit B
7
Session Four: Organizational Roles
Advisory Board City Staff Agency / Admin
Advise Council
Conduct Monthly Meetings
Reviews
Approval Procedures
Brand Ownership
Agendas
Official procedures
TBID Renewals
Board Membership
TBID Finances
Marketing Plan
Execution
Reporting
Agendas
Board Packets
Monthly P&L
Next Steps and Timeline
KEY TAKEAWAY: ROLES
Working together in the roles identified above will help keep clear lines of
communication and procedures in place. TBID Items such as approval
processes, monthly meeting date, financial reports etc, all TBD.
The following are action items developed from the visioning meeting
and review of City destination marketing efforts.
Action Item Timing
1. Mission Statement Approval December 17
2. Budget and Scope Approved December 17
3. Establish TBID/Agency Approval Process Jan TBID Meeting
4. TBID Agency Contract to City Council January 13
5. Develop 2-year Marketing Plan 30 days
6. Plan Approval Jan TBID Meeting
7. Begin Execution of Plan Upon Board Approval
City of Atascadero TBID Minutes
December 17, 2014
Exhibit B
Strategies for Success
Marketing Plan Outline for Atascadero TBID
Jan – Dec 2015
Mission Statement Draft
To brand, market and promote Atascadero, CA as the classic California Americana destination
of choice on the Central Coast to a regional, national and global audience targeting leisure,
family, business and group travelers, resulting in more frequent visitation,
longer stays and increased lodging revenue.
City of Atascadero TBID Minutes
December 17, 2014
Exhibit C
2
Growing Tourism Brand Awareness
Brand Awareness Budget: $TBD
Overview
The path to success for the Atascadero TBID is through integrated marketing programs that
have consistent strategic messaging platforms executed throughout to specific target
audiences. From public relations programs and outreach, to developing a strategic partner plan
and employing digital/mobile advertising strategies, one consistent brand voice or sentiment
must be employed to increase brand awareness and grow market share in the Central Coast
region resulting increase occupancy, ADR and TOT.
Strategy: Develop Multi-Tiered Brand Messaging Matrix
Brand Messaging is what sets one product or destination apart from another and is a living,
evolving part of a successful marketing campaign. In 2012 – 13 Mental created a primary
messaging approach for the City: Heart of the Central Coast. This message includes a
geographic element to help narrow down the location of Atascadero, CA to the Central Coast.
This approach employs a double meaning, one of which educates the leisure and business
audience that Atascadero is located within the coastal region of CA, from Santa Cruz to Oxnard
nearby world renowned attractions and extended stay activities. Secondarily, it implies that it is
not your typical destination, but a community with heart in a central location offering travelers
great local experiences.
1. Tactic: Develop Messaging Matrix that includes secondary messaging about Atascadero
and its core value proposition. This will then be used for campaign strategies, ads, press
releases.
2. Tactic: This messaging will be used in all brand advertising, PR /social media and
strategic partner programs.
3. Tactic: Evaluate and prioritize TBID target audiences
4. Tactic: Establish key performance indicators and reporting
5. Tactic: Conduct Brand Awareness Study for Atascadero for use in benchmarking, key
targeting strategies, and objective development. VSLOC executed a countywide
awareness study conducted by SMG with Carl Ribaudo as the lead back in 2012.
City of Atascadero TBID Minutes
December 17, 2014
Exhibit C
3
Public Relations Programs
PR Programs MGMT and Execution Budget: $TBD
PR Hard Costs: $TBD
PR Goal: Mental to reach established targeted media audiences to acquire third party
endorsements in top tier travel, family, wine blogs and publications. Public relations is a cost
effective way of creating buzz to educate the media about what Atascadero has to offer, and
grow top of mind brand awareness with their readers in multiple key geographic and
demographic markets. Specific markets are decided with the intention of growing shoulder and
mid-week high season business.
Strategy: Execute effective PR programs that cover a wide range of outreach techniques to
educate and build long term relationships with key media
1. Tactic: Develop media Kit and Photo image library
2. Tactic: Pitching: Year round leisure outreach continues to be a huge factor in the
success of this program. Mental TJA will create active and reactive media pitches,
working with our strategic tourism partners Visit CA, VSLOC and CCTC, vetting and
inviting media to come to Atascadero.
3. Tactic: Media Fams: Goal is to host between XX journalists during XX month contract
period.
4. Tactic: Monthly Press Releases and Themed Programs Support: Atascadero’s media
outreach efforts will also include support on monthly themed events, countywide
branding events and shoulder season promotions. The following are a sample of events
and programs that may be included in this press release program, pitching follow up,
hotel package offerings when applicable, giveaways and sweepstakes offers:
i. Atascadero in the Winter:
ii. Themed: Atascadero Harvest Hotel Packages, Summer Mid-Week Hotel
Packages
iii. Events: SAVOR the Central Coast, Seasonal Atascadero Events Press
Releases, PR Support for TBID Sponsored Events
iv. Quarterly What’s New press releases
City of Atascadero TBID Minutes
December 17, 2014
Exhibit C
4
Strategic Partnership Program
Program Budget: $TBD
Goal: Mental Marketing will work with board to establish partnership agreements and program
goals for the developing strategic partnerships throughout the region. This may include but is
not limited to participation in VSLOC board meetings and workshops, remaining an active
member of the Central Coast Tourism Council, and continu ing long term relationships with the
City, the Chamber, and Main Street.
i. Strategic Partnership Program would include
o Events Strategy/Partners/Sponsorship Criteria & Agreements
o New events support
Digital/Mobile Advertising Programs
Programs MGMT and Execution Budget: $TBD
Media Budget: $TBD
Creative Budget: $TBD
Marketing Programs Goal: To build on past program successes showing measurable increases
in lodging referrals, reservations, TOT, ADR, occupancy and visitor databases.
Strategy: Mental TJA will execute shoulder season advertising programs with fresh creative
components and imagery to grow seasonal tourism in Atascadero throughout the year. These
advertising programs include support from the Public Relations programs as well as advertising
and themed campaign opportunities.
Campaign tactics include:
a. Strong Calls to Action: Advertising programs need strong calls to action to build
in primary markets, and grow brand awareness.
b. Grow Database: Giveaway component during campaigns helps grow consumer
database for follow up marketing, keeping Atascadero top of mind well after the
initial campaign is over.
c. Retargeting: Campaign will grow site visitors to retarget with lodging offers.
1. Tactic: Winter/Spring 2015 Getaway Offer: TBID will offer thematic giveaways including
wine tour and hot springs soak to weekly winners during late winter, early spring
shoulder season.
2. Tactic: Promote Videos: Using City website and social media channel YouTube, this
program is easily incorporated in any online or print programs including the Public
Relations Creative Mailer programs.
City of Atascadero TBID Minutes
December 17, 2014
Exhibit C
5
3. Tactic: Brochure Distribution: This marketing program gets Atascadero tourism info in
the hands of travelers within the Atascadero, CA drive markets including at CA Welcome
Centers.
4. Tactic: Consistent Brand Advertising: Trip Advisor and VSLOC ads build awareness and
lodging referrals.
5. Tactic: E-newsletter: Bi-monthly program that goes out to opt-in subscribers.
Website & Mobile Technology
Website Budget: $TBD
Goals: Develop Strategic Approach to Utilizing City Website to continue using as a marketing
tool to grow awareness in multi-regional markets throughout the CA drive market.
1. Strategy and Tactics: Project strategies and logistics are TBD, but will include a monthly
maintenance program, and possibly a new social media strategy and execution
methods.
Administration, Account Management & Reports
Admin Budget: $3,000 per month
Goals: Develop and maintain a highly professional, efficient destination marketing operation.
Scope: A central point of contact will be a central point of contact and strong advocate for Visit
Atascadero. Recommended activities include:
1. Assign experienced account manager to serve as daily administrative, marketing and strategic
manager to enable Visit Atascadero Advisory Board to conduct necessary marketing, budgetary
and operating functions according to City Bylaws established for the formation of the
Atascadero Tourism Business Improvement District.
2. Provide monthly board packets, coordinate board meetings and monthly reports of marketing
and financial transactions of city approved operations and marketing activities.
3. Agency invoices and corresponding marketing reports will be provided to City by the first Friday
of each month.
City of Atascadero TBID Minutes
December 17, 2014
Exhibit C