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HomeMy WebLinkAboutTBID_2020-05-20_MinutesStrategic Plan For Recovery Marketing May 20, 2020 Roadmap To Recovery Background Visit Atascadero paused all paid media and public relations efforts in response to the COVID-19 pandemic and to align with messaging indicated by the shelter-in- place order from the County of San Luis Obispo and the governor of California on March 19, 2020. Objective Rebuild our local tourism industry and increase overnight stays in Atascadero. Strategy •Develop a multi-tiered recovery plan that delivers action-oriented content about Atascadero experiences to targeted trip motivators in areas throughout California drive markets. •This strategy is intended to serve as a road map for our efforts while outlining collaboration opportunities for tourism partners. Our community-focused approach will empower us to overcome current challenges and rebuild tourism in our destination. • Messaging Focus Messaging 1.Safety: The health and safety of our residents and visitors is our first priority. Our community is working together to follow the proper health and safety guidelines. 
 2.In-state travel: Target our neighboring communities and then slowly reaching out to farther drive markets. 
 3.Outdoor/distancing activities: Visit Atascadero will emphasize our abundance of outdoor activities that enable visitors to explore while respecting social distancing guidelines. Trip Motivators Recharge Recharge trips are driven by JOMO - the joy of missing out - and characterized by the need to escape from everyday stress and take time to restore a sense of harmony and balance. •Nature and outdoor activities are seen as the solution to a hectic lifestyle •Often involves taking a road trip to off-the-beaten-path destinations •People who take these trips appreciate green activities and accommodations •They see wellness holistically and place mindfulness and well- being activities as a priority when they travel. 
 Recharge •60% travel as couples •51% are between the ages of 18-34 while 36% are between 35-54 •On average they spend $105 per person/per day •39% like taking road trips •47% used destination websites when planning their trip 
 
 Immerse Immerse trips are characterized by a desire to live like a local and find enrichment through local lifestyle. This motivator is divided by those traveling with or without kids. •Memories are shaped by the new people they meet and unique experiences •People who take this kind of trip are drawn to the charm and authenticity of a small town as opposed to touristy, over- developed locations •They enjoy traveling somewhere different every time they plan a leisure trip •Often involves visiting unique local businesses and restaurants, wineries and breweries, farmers markets, and historical sites 
 Immerse •54% travel as couples, 25% travel with friends •36% are between the ages of 18-34, 29% are 35-54 and 35% are 55+ •On average they spend $113 per person/per day •29% like taking road trips •49% used destination websites when 
 planning their trip 
 
 
 (Without Kids) Immerse •Represents 11% of total travel spend •32% are between the ages of 18-34, 52% are 35-54 and 16% are 55+ •On average they spend $107 per person/per day •30% like taking road trips •60% used destination websites when planning their trip 
 
 
 (With Kids) Target Markets Target Markets •Monterey/Santa Barbara Counties •Los Angeles •South Bay Area •Central Valley/Bakersfield
 
 
 Owned Media Social Media/Email Marketing Goal & Objectives Goal: Position Atascadero as a viable destination through social media and email marketing Objectives: 1.Increase engagement with our social community by 15% (pre-COVID-19 level) 
 2.Support 2-3 local businesses per week through social channels and monthly through email marketing activities Messaging 1.Craft messaging that is honest and eases tension regarding being in public spaces, using information from reputable public health and tourism sources 
 2.Encourage visitation when appropriate based on direction from county and state leadership 
 3.Show posts of people having fun in Atascadero while also social distancing Tactics 1.Develop POV stories showing the outdoor experiences you can enjoy in Atascadero (highlight ability to socially distance yourself) 
 2.Social Media Takeovers a.Show businesses taking proper precautions b.Immerse pillar - show behind-the-scenes experiences like producing cider at Bristols c.Recharge pillar - host a guided hike on the Three Bridges Trail or a yoga experience in Sunken Gardens Tactics 3. Campaigns & Giveaways a.Develop two giveaways i.Destination package for a local frontline worker ii. Destination package for a potential visitor b.Coordinate with local businesses to build package offerings. Activities will match the Trip Motivators c.Develop social/paid campaign to promote both giveaways d.Create social graphics and story graphics to encourage people to enter e.Boost giveaway posts 
 Tactics 4. General Awareness Campaign a.Develop campaign theme 
 b.Work with local businesses as the face of the campaign 
 c.Build asset library with rich content 
 d.Video of how Atascadero is adhering to reopening guidelines (e.g. Atascadero is Back in Business and Staying Safe) 
 Earned Media Public Relations Goal & Objective Goal: Share the Visit Atascadero experience with writers and influencers to extend the reach of the destination message. Particularly, focusing on sharing the destination through virtual or shipped experiences that offer an initial introduction while the destination prepares for the time when non-essential travel is again encouraged Objective: Be featured in up to five publications/digital media Outlets 1.Freelance writers
 2.Key influencers/contributors
 3.Western regional publications Tactics Itineraries & Virtual Tours 1.Create three inspirational itineraries for visitors. These itineraries will be designed by trip motivator and will include activities that would interest these specific groups based on the core message points above. 
 2.Develop three virtual tours (examples: hiking, Margarita Adventures, Atascadero Brews & Burger Trail). Reach out to local businesses that have custom virtual tours to share on social channels. 
 Tactics Itineraries & Virtual Tours 3.Create six-eight Brews & Burgers Trail tasting kits to send to key media for potential story generation (press release/ pitches) 4.Redefine Atascadero within the arts and history pillar sharing the new mural experiences and walking tour (TBD) 
 
 Partnerships & Collaborations Goals & Partners 1.To extend reach and ability to share the Visit Atascadero story with visitors and residents alike 
 2.To build relationships with key partners and find ways to collaborate and leverage resources 
 Partners: 1.Visit California a.Participate in virtual FAMs, co-op programs, and monthly PR opportunities when available 2.Visit SLO CAL a.Participate in virtual FAMs and co-op programs when available 3.Atascadero Chamber 4.Local businesses 5.Nearby destinations 
 Signage Signage Develop messaging (example: "Atascadero Strong" Or "Atascadero - Open for Business.") and signage placement opportunities to show community support. This would include two to six signs that could take advantage of the destination's proximity to the highway and within the downtown area. Budget Budget $45,000 (July 2020 - November 2020) •Social Videos: $5,000 •Social Media Takeovers: $ 5,000 •Campaigns & Giveaways: $10,000 •Public Relations Tactics: $5,000 •Partnership Programs: $10,000 •Signage: $10,000 TOTAL: $45,000 Questions? VISIT SLO CAL FY20-21 OBJECTIVES Marketing Objectives •Build awareness of the SLO CAL brand while educating consumers on the unique destinations that make up the county •Develop stronger and deeper engagement with visitors •Drive demand for high-yielding visitation to the county •Activate pathways to accelerate COVID-19 crisis recovery for our tourism industry Communication Objectives •Leveraging the California Less Traveled •Highlighting key Experience Pillars: Outdoor, Food & Drink, Barefoot Luxury, Family, Culture •Demonstrating road-trip experiences •Featuring unique Lodging Mix (hotels, B&Bs, vacation rentals, RV parks, and camping sites) Media Objectives •Build awareness of the SLO CAL brand and destination in key markets •Drive incremental demand for visitation to the county PHASED RECOVERY APPROACH Now Wave I Wave II Wave III Estimated Timing*Current July –August September –December January -June Traveler Status Social Distancing Reduction of stay-at-home orders, likely financial & psychological impacts Settling into a new normal, tentative but considering travel Comfortable traveling again, considering further destinations Messaging Focus Inspirational, Good News Content, Virtual Experiences Inspirational & informational (safety, etc.); avoid anything tone-deaf Increase consideration, encouraging, “plan now” type CTAs Full Funnel Tactical Focus Owned Channels, Organic Social Low-funnel & pull-tactics Paid Search and Paid Social Higher Funnel Awareness & Engagement Full Funnel Market Focus Local, Drive Immediate drive markets California drive markets Prioritize LA & SF Potentially long-haul out-of- state drive markets All Target Markets, including out-of-state fly *Note: phased campaign timing will need to flexible based on market conditions TIMING CONSIDERATIONS Wave I ü May begin as early as July ü Will begin with lower spend levels in fewer channels (SEM and Social) to test performance and ensure messages are resonating before expanding our media mix Wave II ü Consumers starting to consider travel again ü Will likely be a cluttered period in travel advertising, requiring increased spend in always-on tactics and higher investment in high funnel awareness & engagement tactics like CTV and Rich Media ü Most critical period will demand highest spend levels Wave III ü Will see return to more average monthly spends across fewer, best performing tactics 0% 10% 20% 30% 40% 50% 60% Wave I Wave II Wave III Planned Media Spend © 2020 2020 2021 JanuaryFebruaryMarchAprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberWave 1 FY2021 MEDIA TIMELINE SEM Social Display, Native, Pre-Roll, Rich Connected TV Travel Partners Wave 2 Wave 3 © 2020