2013 MARKETING PLAN
Cynthia Delgado, Marketing Director
TKO-Advertising
Raul Garza
Sarah Simms
Locas Communications-Public Relations
Steve Lewis
Lou Hammond & Associates
Terry Gallagher
Hannah Nelson
Carlyn Tompkin
Studio X-Website
Kyle Langan
Trudy Gibson
Bella Media-Travel Planner
Bruce Adams
Bryan Cooper
Santa Fe Creative Team
MARKETING OVERVIEW
Goal
•  Deploy comprehensive, integrated marketing plan & campaign that intrigues, engages and brings the
target visitor to Santa Fe. •  Build key messages and milestones to increase Santa Fe brand visibility. Include measurable goals.
•  Develop annual marketing goals, 2012 over 2013, based on key insights and true understanding of
Santa Fe value.
•  Goal / Metrics of Evaluation •  Visitor Guide -  Increase Facebook 25% (838)
-  Increase Visitor Guide Requests 10% (3,026)
-  Baseline 3,353 fans -  Baseline Mailed 51,647
-  Increase Pinterest 100% (100)
•  Opt-In Email Database -  Baseline 0 followers
-  Increase database subscribers 10% (6,902) •  Public Relations
-  Baseline 69,017 -  Increase distributed press releases 25% (13)
•  Website
-  Baseline 54
-  Increase overall web traffic 6% (55,526
-  Increase supported press visits 25% (15)
-  Baseline 925,425
-  Baseline 61
-  Increase new visitors 6% (37,875)
-  Increase media contacts 15% (88)
-  Baseline 631,246
-  Baseline 592 •  Social Media
-  Increase earned media 25% ($685,000)
-  Increase Twitter 10% (455) -  Baseline $2,740,000
-  Baseline 4,554
*Baselines established by date range: 01/01/11-12/31/11
Situation Analysis National Travel Trends
• “Search for meaning” ranks highly(4)
• Fuel cost causing concern in consumer spending(7)
• 1.2% projected increase in total US Domestic Leisure travel in 2013(1)
• Mind, Body & Soul vacations trending high(5)
• Quirkier, off-the-beaten path destinations providing allure to luxury travelers(8)
• Top 5 travel reasons: Beach, Cultural Experience, Road Trip, City, Girlfriend Getaway(3)
• Gen X (born from 1965 - 1980) 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)
(1)U.S. Travel Association 2012 ʻU.S. Travel Industry to Add Nearly 100,000 Jobs by 2013ʼ
(2) U.S. Travel Association 2012: Travel Facts and Statistics (3)TripAdvisor 2012 Travel Trends Forecast (4) Huffington Post Dec 2011: ʻEurozone Crisis Live Blog: European Markers Search for Meaningʼ (5)Top Luxury and Travel Trends for 2012 ʻMind, Body & Soul Vacationsʼ
(6) Google/Ipsos MediaCT ʻThe 2013 Travel Studyʼ
(7) World Economic Situation and Prospects 2012
(8) Top Luxury and Travel Trends for 2012 ʻEnds of the Earth Journeysʼ
(9) Travel and Leisure 2012: ʻHow Social Media is Changing the Travel Industryʼ
Situation Analysis Santa Fe/New Mexico Travel Trends
• Low awareness from non-visitors • NMTD “True” Campaign launch in three states: New Mexico, Texas, Colorado. They have received an
addition $2 million for advertising
• Drive-to destination (approximately 55% of past visitors drove)(1)
• Santa Fe Visitor is aging: 2007 average age was 54, in 2010 it was 57, and in 2011 it was 57.4 (1)(4)
• Top reasons to visit: Scenic Beauty, Rest & Relaxation, Historic Sites, Cuisine, Authenticity(1)
• Word of mouth ranks as highest travel motivator(1)
• New Mexico as a state ranks 38th in U.S. tourism(2)
• 32% of travelers drive through the state; double that of neighboring mountain states(2)
• Santa Fe Receives 42% of the New Mexico Tourism visitors(2)
• Indian Market and Fiesta de Santa Fe rank in the Top 5 state events (including visitor and local)
• High favorability and probability for visitor return(1)
• Overall Santa Fe lodging revenue flat ($68.49 for 2011 / $68.97 for 2012)(3) • Occupancy rate relatively flat (59.1% for 2011 / 58.9% for 2012)(4)
(1)2010 SFCVB Phone & Email Conversion Study
(2)The State of Tourism in New Mexico: A Review of Data 2011
(3)December 2012 Rocky Mountain Lodging Report
(4) 2011 SFCVB Email Conversion Study Competitive Analysis Southwest Region Colorado Springs Denver Phoenix, Los
Santa Fe, Tucson, Los
Angeles, San
Angeles, Scottsdale,
Diego, San
Santa Barbara
Francisco, Denver
Phoenix, Tucson,
Santa Fe, Durango,
San Antonio, San
Diego n/a
Phoenix, Dallas,
Kansas City Annual Occupancy
59%
%
62%
60.9%
60.3
n/a
64.4%
Total # of rooms
3,500
16,000
16,591
14,000
42,000
*based on 13.05%
city bed tax, plus $2
per room per night
surcharge
$9,052,282
$3,768,548
*based on 5.0% lodgers *based on 2%
tax
lodgers tax
$55,620,000
*based on 12.5%
lodgers tax
n/a
Annual Lodgers
Tax Revenue Sedona Dallas, Denver,
Albuquerque, San
Antonio, Colorado
Springs
Tucson (Includes
Pima County)
Scottsdale Top 5 Target
Markets
Santa Fe 4,721
$4,291,390
*based on 3% hotel
tax
$1,194,799
*based on 3% hotel
tax
$6,585,915
Media Age of
Visitor 57
45-54
48
56
n/a
Facebook
7,389 Fans / 401 Talking About 14,948 Fans /
2,800 Talking About
17, 407 Fans / 2,486 Talking
About
31, 165 Fans/ 110 Talking About 18,802 Fans / 18,260 Fans / 1,305 Talking About 1,953 Talking About Twitter 4,554
3,402
1,762
15, 069 4,916
13,348
Pinterest 304 followers n/a n/a n/a
1,275 followers 1,076
Youtube 30
55 subscribers /
9,597 video views 117 subscribers/
166 subscribers/ 138 subscribers / 242 subscribers / 88,699 video views 221, 357 video views 96,470 video views 229,873 video views n/a=Not Available
Competitive Analysis National
Santa Fe
Charleston
Austin
Dallas, Houston, San
Antonio, Nashville,
Phoenix, Chicago,
Washington DC,
Atlanta, Denver
Asheville
Savannah
San Antonio
Atlanta,
Washington DC,
Atlanta, Chicago,
Dallas, Houston,
Washington DC, Los
Angeles, Atlanta, St.
Louis, New York,
Chicago
Top Target Markets
Dallas, Denver,
Albuquerque, San
Antonio, Colorado
Springs
Atlanta., New York,
Boston,
Annual Occupancy %
59%
69%
69.1%
62.8%
63.7%
62.3%
Total # of rooms
4,721
6,000
30,000
7,000
14,000
43,000
Annual Lodgers Tax
Revenue
*based on 2%
accommodations tax
*based on 9% hotel tax
*based on 4% hotel tax
rate
$17,000,000
*based on 3% hotel tax
*based on 6% hotel tax
$223,503,000
*based on 9% hotel tax
Median Age of Visitor
57
n/a
49
50
42
n/a
8,183 likes /
527 talking about
91,004 likes /
2,515 talking about
59,123 likes /
2,225 talking about
85,162 likes /
18,394 talking about
259,059 likes /
7,966 talking about
Facebook
$4,291,390
9,124 likes /
1,013 talking about
$4,585,023.59
$50,000,000+
$7,000,000
Twitter
5,268 followers
10,122 followers
37,131 followers
1,137 followers
23,218 followers
14,172 followers
Pinterest
304 followers
n/a
6,200 followers
n/a
22,988 followers
n/a
YouTube
54 subscribers /
25,025 video views
n/a
459 subscribers /
126,867 video views
475 subscribers /
759,597
288 subscribers /
253,988 video views
490 subscribers /
357,031
n/a=Not Available
Target Market Analysis Drive Market Map Analysis
DENVER
COLORADO SPRINGS
LOS ANGELES
SAN DIEGO
SEDONA
SANTA FE
ALBUQUERQUE
PHOENIX
TUCSON
DALLAS
AUSTIN
SAN ANTONIO
HOUSTON
SFCVB TARGET ZONES
Key: • Orange: 600 miles from Santa Fe • Purple: 600 miles from Denver • Gray: 600 miles from Dallas
Top DMAʼs 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
*33,684,445 with HHI 75K+ *12,248,893 are Female age 35-55
Target Markets
Top Ten Target Markets: 1. Dallas 2. Denver 3. Albuquerque 4. Colorado Springs 5. San Antonio 6. Houston
7. Los Angeles 8. Austin 9. Tucson 10. Phoenix
TARGETING MODEL; Target Markets selected based on DMA ranking in three qualifiers:
GoogleAnalytics (visits to SantaFe.org), SFCVB 2011 Email 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.
Target Audience
Demographic Profile •  Female
•  35-56
•  HHI $75K+
•  College educated Psychographic Profile
•  Affluent •  Culturally Engaged •  Foodie
•  Art lover
•  Appreciates Nature
•  Seeks New Experiences •  Craves a Getaway •  Budget Conscious Public Relations
Advertising
BRAND STRATEGY
Brand Essence
= a personal connection that feels deep and true
Santa Fe / A Colorful Journey
A research-based, integrated marketing campaign
• Brings to life “uniquely Santa Fe” assets
• Targets specific travelers in select markets
• Features compelling deals and calls-to-action
Santa Fe / Campaign Impact Positive trend of audience engagement and conversion!
• Higher than industry average response to digital advertising
• National media coverage
• Increased traffic to campaign hub – santafe.org
Marketing Tactics / Logo
brand pillars
LEGENDARY
HISTORY &
CULTURE
WORLD
RENOWNED
CUISINE
#5
U.S. HISTORIC
DESTINATION
TOP 10 FOOD & WINE
DESTINATIONS
#1 INDEPENDENT
BOUTIQUES
SUCCESSFUL MEETINGS 2012
TRAVEL + LEISURE 2012
U.S. NEWS 2012
TOP 10 CITIES
FOR HISTORIC
PRESERVATION
LIVEABILITY.COM 2012
DIVERSE
VISUAL ARTS
ONE OF THE 7 BEST
RUNNING TRAILS IN
AMERICA
BEST OF THE ROAD:
BEST FOOD
RANDY MCNALLY/USATODAY 2012
MOTHERNATURE.NET 2013
TOP 5 FOOD/DRINK/
RESTAURANTS
ETHNIC FOOD
TOP 10 INTERNATIONAL
CITIES FOR
ART/ARCHITECTURE
TRAVEL + LEISURE 2012
HOTWIRE.COM 2012
#1 CULTURAL
DESTINATION
TOP 10
FOOD & WINE
TOP 25
ART MARKETS
TRAVEL + LEISURE 2011
TRIPADVISOR 2011
AMERICAN STYLE 2012
#1 CULTURAL
GETAWAY
TRAVEL + LEISURE 2012
PRISTINE
NATURE
#1 CLEANEST AIR
AMERICAN LUNG
ASSOCIATION 2012
#3 QUALITY OF LIFE &
VISITOR EXPERIENCE:
WEATHER
TRAVEL + LEISURE 2012
VIBRANT
REJUVENATION
PERFORMING & RELAXATION
ARTS
#1 SANTA FE
ATTRACTION
TRIP ADVISOR 2013
#4 CULTURECLASSICAL MUSIC
TRAVEL + LEISURE 2012
MOST ARTISTIC CITY
IN THE U.S.
RICHARD FLORIDA
ONE OF AMERICA’S
BEST GIRLFRIEND
GETAWAYS
TRAVEL + LEISURE 2013
#3 QUALITY OF LIFE &
VISITOR EXPERIENCE:
PEACE & QUIET
TRAVEL + LEISURE 2012
#1 SPA & RELAXATION
TRIPADVISOR 2011
LEGENDARY
TRADING
CENTER
#2 BEST
FLEA MARKETS
TRAVEL + LEISURE 2012
#4 BEST
ANTIQUE STORES
TRAVEL + LEISURE 2012
#4 BEST HOME
DÉCOR & DESIGN
STORES
TRAVEL + LEISURE 2012
Brand Key Message / History & Culture
Accolade
Message: Called the Dancing Ground of the Sun by early
#1 Cultural
Getaway
Native American inhabitants and nicknamed The City Different by
founding fathers at the turn of the 20th century, Santa Fe is a
paradise for history buffs and cultural explorers alike.
Travel & Leisure
2012
#1 Cultural
Destination
Travel+Leisure
2011
Top 10 Cities for
Historic
Preservation
Liveability.com
2012
#5 US Historic
Destination
US News
2012
Proof Points
•
•
•
•
•
•
•
•
Nationʼs 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.
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
Brand Key Message / Cuisine
Accolades
Message: Discover the legendary and innovative flavors of
Best of the Road
Best Food
Santa Fe, including the local chile which isn't an ingredient, but a
way of life. With more than 250 restaurants serving everything from
traditional New Mexican home cooking to contemporary fine dining
to local farm to table discoveries, created by nationally acclaimed
chefs, Santa Fe is a foodie paradise.
Rand McNally/USA Today 2012
Top 5
Food/Drink/
Restaurants
Ethnic Food
Travel & Leisure
2012
Proof Points
•
•
Top 10
Food & Wine
•
•
TripAdvisor
2011
•
•
Top 10 Food & Wine
Destinations
Successful Meetings
2012
Hands-on Cooking Experiences
  Santa Fe School of Cooking
  Las Cosas
  Santa Fe Culinary Academy
James Beard Foundation
Recognitions / Awards
Santa Fe Wine & Chile Fiesta
Santa Fe Wine Festival at El
Rancho de Las Golondrinas
Las Estrellas Winery
ArtFeast
•
•
•
•
•
•
•
•
•
Restaurant Week-March
Santa Fe Farmers Market
Green Chile Cheeseburger Trail (11)
Santa Fe Chocolate Trail
250+ Restaurants
Oldest U.S. Wine Growing Area
Award Winning Breweries &
Distilleries
Award Winning Mixologists
Growing number of food trucks
Brand Key Message / Visual Arts
Accolade
Top 25
Art Markets
Message: This is a historic city where Native American art
American Style
2011
Top 10
International
Cities for Art &
Architecture
and international folk art live happily with contemporary multimedia
installations, providing vibrant and thought provoking variety. There
are more than 250 galleries in Santa Fe, concentrated on the worldfamous Canyon Road, downtown, Lincoln Avenue and the Railyard /
Guadalupe District.
Proof Points
• Museums
Hotwire.com
2012
•
•
•
•
  New Mexico Museum of Art
  Georgia OʼKeeffe Museum
  Museum of Contemporary
Native Arts
  Museum of International Folk Art
  Museum of Indian Art & Culture
  SITE Santa Fe
•
•
•
•
•
•
•
Governorʼs Gallery - Capital Art
Collection
Santa Fe Community Gallery at
SFCCC
3rd Largest Art Market in the U.S.
Santa Fe Art Institute
•
•
•
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)
Brand Key Message / Pristine Nature
Accolade
#1
Cleanest Air
American Lung Association
2012
#3 for Quality of
Life & Visitor
ExperienceWeather
Travel & Leisure
2012
One of the 7
Best Running
Trails in America
Message: Santa Fe sits 7,000 feet up in the southernmost Rocky
Mountains making it the highest capital city in the U.S. Tucked into a valley of
the Rio Grande, itʼs surrounded by 1.5 million acres of unspoiled national
forest filled with juniper, pine and aspen. The high altitude helps define the
weather in all its glorious four seasons with brilliant blue skies and some of
the purest air in the world.
Proof Points
•
•
•
•
•
•
•
•
•
•
MotherNature.net
2013
•
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 (27 Years)
Winter Sports: Skiing, hiking, 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
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
•
•
•
•
•
•
•
•
•
Brand Key Message / Performing Arts
Accolade
#4 CultureClassical Music
Travel & Leisure
2012
Most Artistic
City in the U.S.
-Richard Florida #1 Santa Fe
Attraction
Trip Advisor
2013
Message: Santa Fe brings art to life, whether it is the Santa
Fe Opera at sunset, music of the masters during the Santa Fe
Chamber Music Festival, jazz, theater and dance at venues around
the city, or any of the wide-ranging presentations at the historic
Lensic Performing Arts Center.
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. Johnʼs College
•
•
  Music on the Hill
•
New Mexico Jazz Festival
Santa Fe Fiesta Melodrama
•
•
•
•
•
•
•
•
Marimba Festival
Over 30+ lounges/restaurants/bars
with live music
Summer Movies at the Railyard Park New Music Festival
Thirsty Ear Festival
Santa Fe Womenʼs 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
Brand Key Message / Rejuvenation & Relaxation
Accolade
#4 Best Quality
of Life & Visitor
ExperiencePeace & Quiet
Travel & Leisure
2012
#1 Spa &
Relaxation
TripAdvisor 2011
One of Americaʼs
Best Girlfriend
Getaways
Travel + Leisure
2013
Message: Rejuvenation is a ritual in Santa Fe. Take a deep
breath and sink into a hot tub in an exotic mountainside setting
under the stars. Or, relax in rustic sophistication surrounded by oldworld charm and modern amenities found in one of the numerous
luxury hotel & spas. (Play Hard - Rest Easy) Proof Points
•
•
•
•
•
•
•
•
•
•
Ten Thousand Waves Japanese Spa •
Spa at Hotel Santa Fe
•
ShaNah Spa at Bishopʼs Lodge
Nidah Spa at Eldorado Hotel
•
The Spa at Loretto
•
Sunrise Springs Resort & Spa
•
La Posada Spa & Salon
•
Absolute Nirvana
•
Body of Santa Fe
•
13 Yoga Studios
Downtown Day Spa
Spa at Rancho Encantado at Four
Seasons
Estrellas Spa
High Desert Healthcare & Massage
Upaya Zen Center-Meditation Retreat
Pranja-Yoga Retreat
Jemez Springs
Ojo Caliente Mineral Springs &
Resort
Brand Key Message / Trade Center Accolade
#1 for
Independent
Boutiques
Travel & Leisure 2012
#2 for Best Flea Markets
Travel & Leisure
2012
#4 for Best
Antique Stores
Travel & Leisure
2012
#4 for Best
Home Décor &
Design Stores
Travel & Leisure
2012
Message: In the mid 19
th
century the Santa Fe Trail helped bring
essential and luxury goods to the southwest. Santa Fe still remains a center
for shoppers to experience a unique market of small boutique, Native
American artwork and handmade items of delight. World-class markets have
been born and thrived in Santa Fe…City of Markets.
Proof Points
•
•
•
•
•
•
•
•
International Folk Art Market (10 yrs)
Traditional Spanish Market (62 yrs)
Contemporary Hispanic Market
SWAIA Indian Market (92 years)
Winter Spanish Market Winter Indian Market 100+ Independent Boutiques
Palace of the Governors Native
American Portal Program
•
•
•
•
•
•
•
•
•
Authentic Native Jewelry Tesuque Pueblo Flea Market
Whitehawk Antique Shows (30 yrs)
Native Treasures (4)
Railyard Artisans Market Recycle Santa Fe Art Festival (14 yrs)
Santa Fe Farmers Market
3rd Largest Art Market in the U.S.
Juried Arts & Craft Markets
MARKETING STRATEGY & TACTICS
Marketing Strategies / Tools
Advertising
Social
Media
Direct
Marketing
SantaFe.org
Travel
Planner
(VG)
E-Blasts
Public
Relations
Marketing Strategies / Advertising
•  Reach in-state travel audience
•  Focus spending on top domestic markets
•  Integrate power of promotions across all media with message of quality, value and vicinity
•  Prioritize messages and media based on the ideal target, and drive markets •  Engage emerging technology to more closely integrate campaign & web
•  Leverage emotional and experiential hot buttons, based on Santa Fe brand pillars
•  Distinguish Santa Fe “offbeat” experience and “travel with substance”
•  Generate synergy and integrate efforts with NMTD “True” campaign
•  Extend marketing budget through cooperative partnerships
Marketing Tactics / Advertising
Overview
•  Leverage the power of promotion with integrated campaigns, based on key brand pillars, that link
from outbound marketing to website planning. • Optimize campaign by investing in proven performers, based on 2010/11 ROI • Build strong relationships with select media partners to create comprehensive integrated marketing
promotions marrying offline and online tactics, including incentives
• Increase advertising budget by accessing the NMTD Cooperative Marketing Grants program
• Deploy incentives via online advertising
• Prioritize top 10 markets • Dominate Denver via integrated online and direct marketing, focusing on winter shoulder season
• Implement and evaluate performance via custom tracking tags and sweepstakes entries
Marketing Tactics / Advertising
Budget Overview o FY 2013 Media Budget: $658,250
o FY 2013 Cooperative Grant Funds Earned: $50,000
o FY2013 Total Media Budget: $708,250
• Leisure: $627,546
-Digital $288,712
- Print $294,952
- Direct Marketing: $43,882
• Meetings, Convention & Group Travel: $80,704
o Social Media: $30,000
o Production: $60,000
o * Based on total advertising budget of $875,000, plus $50,000 cooperative grand funds secured
Marketing Tactics / Advertising
Promotional Messaging
Deploy promotional series based on interest and seasonal travel trends, with ongoing value
packages, built upon brand pillars. Link outbound marketing promotions to website planning tools.
• Santa-Fe-Cation (2012)
• Recipe for Adventure (2012-2013)
• Green Chile Contest (2013)
• Cool Thrills. Hot Deals (2012-2013)
• Winter Wonderland (2013-2014)
Marketing Tactics / Cooperative Promotional Campaigns
MAR–NOV 2012
DEC 2012–MAR 2013
DEC 2012–DEC 2013
JUL–SEP 2013
NOV 2013–FEB 2014
JAN 2014–DEC 2014
SANTA-FE-CATION
COOL THRILLS.
HOT DEALS.
RECIPE FOR
ADVENTURE
GREEN CHILE
CHEESEBURGER
CONTEST
WINTER
WONDERLAND
SOUNDS OF
SANTA FE
SWEEPSTAKES
PACKAGES &
SPECIALS
SWEEPSTAKES
CONTEST
PACKAGES &
SPECIALS
SWEEPSTAKES
WEBSITE
INTEGRATION
WEBSITE
INTEGRATION
WEBSITE
INTEGRATION
WEBSITE
INTEGRATION
WEBSITE
INTEGRATION
WEBSITE
INTEGRATION
PAID
MEDIA
PAID
MEDIA
PAID
MEDIA
PAID
MEDIA
PAID
MEDIA
PAID
MEDIA
EARNED
MEDIA
EARNED
MEDIA
EARNED
MEDIA
EARNED
MEDIA
EARNED
MEDIA
EARNED
MEDIA
SOCIAL
MEDIA
SOCIAL
MEDIA
SOCIAL
MEDIA
SOCIAL
MEDIA
SOCIAL
MEDIA
SOCIAL
MEDIA
Marketing Tactics / Cooperative Promotional Campaign
Promotion: • Cooperative advertising promotion featuring high-profile, culture-packed
sweepstakes Message: • Santa-Fe-Cation
Brand Pillars:
Culture, Arts, Cuisine, Spas, Outdoor
Time Frame:
March 2012-November 2012
Description: Incentive based promotion featuring quarterly giveaways highlighting key
brand pillars: Arts, Culture, Shopping, Spas, Cuisine, Outdoor
Paid Advertising:
print & online targeted placements w/ specific key messaging, pulsed
with seasonal advertising flights Social Media:
Facebook: Custom Facebook App
Direct Marketing
SFCVB email database Website Homepage Button Custom Landing Page
PR Outreach
Subject matter Press Releases Campaign Press Releases •
•
•
•
•
•
•
* For full details, please refer to the 2012-2013 Promotional Campaign Calendar
Santa-Fe-Cation
Marketing Tactics / Cooperative Promotional Campaign
Promotion: Cooperative advertising promotion focusing on winter shoulder season
Message: Cool Thrills. Hot Deals Brand Pillars: Outdoor, Arts, Culture, Spas, Shopping, Cuisine Time Frame: December 2012- March 2013 Description:
Targeted winter promotion, focusing on deal based messaging in the
Colorado market
Paid Advertising: Targeted email marketing to the Colorado market Social Media: Facebook: Wednesdayʼs Weekly Deal Facebook Posts
Direct Marketing New York Times, Rocky Mountain PBS, Denver Post SFCVB email database
Website Highlight promotion on “specials page” PR Outreach Subject matter Press Releases Campaign Press Releases •
•
•
* For full details, please refer to the 2012-2013 Promotional Campaign Calendar
Cool Thrills.
Hot Deals
Marketing Tactics / Cooperative Promotional Campaign
Promotion:
NMTD cooperative grant partnership showcasing green Chile culture via a
green Chile cheeseburger contest & cook-off
Message: The Great Green Chile Burg-off
Brand Pillars:
Cuisine Time Frame
Campaign: July – Sept 2013
Cook-off: Sept 2013
Description
Event specific contest focusing on the key ingredient green Chile, inviting
restaurants to compete for the title of “Best Green Chile Cheeseburger in
Santa Fe.”
Advertising
Targeted digital advertising pulsed in 3 message specific flights (enter
contest, vote, attend cook-off contest)
Direct marketing targeted at UNM & NMSU alumni Website Custom interactive contest page Social Media Facebook: Comments and announcements integrated with website
landing page PR Outreach
Subject matter Press Releases Campaign Press Releases •
•
•
* For full details, please refer to the 2012-2013 Promotional Campaign Calendar
Green Chile
Cheeseburger
Contest
Marketing Tactics / Cooperative Promotional Campaign
Promotion:
NMTD Cooperative grant partnership focusing on winter shoulder season Message: Winter Wonderland Brand Pillars:
Culture, Arts, Cuisine, Spas, Shopping, Outdoors Time Frame:
November 2013 – February 2014 Description:
Targeted winter promotion, focusing on deal based messaging, highlighting
key brand pillars and seasonal travel. Advertising:
Targeted digital advertising in key drive markets: NM, CO, TX
Direct Mail: Custom paid marketing campaign in drive markets
SFCVB email database
Website: Highlight “specials” page on santafe.org Social Media: Facebook: Wednesdayʼs Weekly Deal Facebook Posts and Santa Fe Weekly Winter Happenings PR Outreach
Subject matter Press Releases Campaign Press Releases •
•
* For full details, please refer to the 2012-2013 Promotional Campaign Calendar
Winter
Wonderland
Marketing Tactics / Cooperative Promotional Campaign
Promotion:
NMTD Cooperative grant promotion focusing on performing arts Message: Sounds of Santa Fe *working title
Brand Pillars:
Performing Arts Time Frame:
January 2014– December 2014
Description:
Year-long promotion leveraging performing arts scene as a reason to travel. Incentive based
messaging and sweepstakes. Primary messaging focused on performing arts. Secondary
messaging focused on highlighting additional brand pillars: History & Culture, Cuisine Visual
Arts, Rejuvenation & Relaxation, Nature, Trading Center
Advertising:
Targeted print & digital advertising in key markets: CA, AZ, NM, CO, TX
Direct Mail: Custom paid email marketing
SFCVB email database
Website: Custom integrated landing page Interactive tools TBD Social Media: Facebook: Wednesdayʼs Weekly Deal Facebook Posts and Santa Fe Weekly Winter Happenings PR Outreach
Subject matter Press Releases Campaign Press Releases •
•
•
* For full details will be presented in the 2014 Marketing Plan
Sounds of
Santa Fe
Marketing Tactics / Advertising Coops
NMTD Advertising Partner Coops:
•  Madden Media Print and Digital Spring 2013
•  New Mexico Magazine Print, Spring and Fall 2012 – 2013
•  National Geographic Print, Spring 2013
•  Spirit Magazine Print, Spring 2013
•  Texas Monthly Print, Spring 2013
Winter Coop: Texas Monthly
•  Full Page Ad
•  December 2013
•  7 partners: SFCVB, Ski Santa Fe, Barker Realty, Fairmont
Heritage Place, Barbara Meikle Fine Art, Back at the Ranch
•  8 page spread with two page advertorial and sweepstakes
A D V E R T I S E M E N T
Feeling New in Old
SANTA FE
Santa Fe may be the second oldest city
in the U.S., but with its fresh setting,
contemporary art scene, and distinctive
gastronomic delights it’s the perfect
place to escape for a reboot on life.
Sitting at the base of the Southern Rocky
Mountains, Santa Fe is a huge outdoor
playground of endless hiking, mountain
biking, white water rafting, rock climbing,
camping, and fishing, just waiting for any
visitor or adventurous traveler that’s
ready to experience it’s pristine air and
limitless activities.
Within the city, a flourishing art market
can be found. Original stores and
galleries create a perfect combination
for intriguing shopping. Additionally,
Santa Fe is a hotbed for performing
arts especially in the summer when
The Santa Fe Opera, free Santa Fe
Bandstand performances, and many
different festivals add to the city’s calendar
of music, theater, and dance.
Another Santa Fe delight that is served
up in abundance is the chile. It’s the
most important ingredient here and it’s
served with almost everything imaginable. With more than 215 restaurants,
and the freshest of seasonal ingredients
available throughout the year, fabulous
food options can be found everywhere
in the city. Go to santafe.org to plan
your visit.
Photo: SWAIA Santa Fe Indian Market (top left); the St. Francis of Assisi Cathedral (top right).
Marketing Tactics / Meetings & Conventions
2012-2013 Promotional Offer:
Experience Santa Fe, On Us
Target:
Association groups booking 300 room nights or more
Time Frame:
July 2012-February 2013
Advertising:
Smart Meetings Print & Digital (July 2012, February2013)
Santa Fe Convention Center email database
2013 Promotional Offer:
Group Offer “Book for Good”
Target:
Association groups booking 200 room nights or more
Time Frame:
May -December 2013
Advertising:
Smart Meetings Print, Digital and Email (Dates TBD)
Santa Fe Convention Center email database
Marketing Tactics / Paid Media Paid Media Objective:
Grow awareness of Santa Fe as a leading travel destination through
branded messaging and targeted advertising placements.
Maximize synergy with offline, online, and direct marketing
partnerships.
Tier I Markets: Media Guidelines •  Albuquerque •  San Antonio • Pulsed strategy maximizing high seasons
• Selection based on performance & custom research
• Selection based on highest impact for lowest cost (based on CPM)
• Synergy of online and offline partner integration
• Tier I markets prioritized when possible to increase frequency • Maximize ROI
• 5% share of voice with digital properties
• Focus on media with low travel clutter
• Target geographically and demographically when available
• Balanced blend of travel Markets & lifestyle specific media partners
•  Denver •  Dallas •  Colorado Springs •  Los Angeles Tier II Markets: •  Houston
•  Austin •  Tucson •  Phoenix Marketing Tactics / Paid Media Projected 2013 Impact
• Digital Impressions: 20,071,242
• Email Contacts: 2,000,000
• Circulation: 3,160,934
• Readership: 7,902,335
Marketing Tactics / Media Calendar
Marketing Tactics / Paid Media - Print
Santa Fe Target Geo-Graphic States
•  Texas
•  California
•  Colorado
•  New Mexico
•  Arizona Regional
•  West of Mississippi National
•  Monitor for opportunities
Target Insertion Months
•  August – November
•  February - May Marketing Tactics / Creative: Print
Marketing Tactics / Creative: Print
Marketing Tactics / Paid Media - Online
Online Target DMAʼs
Tier I
•  Denver •  Dallas
•  Albuquerque
•  San Antonio •  Colorado Springs
•  Los Angeles
Tier II Markets: •  Houston
•  Austin •  Tucson •  Phoenix Target Flight Dates: • Flight 1: August - October 2012
• Flight 2: March 2013-May2013 • Flight 3: August 2013 - October 2013
Marketing Tactics / Creative: Online
Marketing Tactics / Creative: Online
Marketing Tactics / Creative: Online Video
Marketing Strategies / Email Marketing
Increase customer interaction to drive SFCVB database
Opt-In. Augment with paid email acquisition.
•  Thank you page •  Include links to areas of interest on SantaFe.org •  Welcome Email •  Reiterate the value of the email program: i.e., incentives, events, deals, etc...
Clear Call-to-Action •  Request a Visitor Guide
•  Take advantage of value packages and deals
•  Social Media invite with incentives
•  Leverage key promotions:
•  Promotional Campaigns
•  Sweepstakes
•  Direct Marketing •  Exploit key trends constantly and consistently:
•  Road Trip
•  Culture Travel
•  Girl Friend Getaway
•  Meaningful travel
•  Romantic Getaway
Marketing Tactics / Paid Media – Email Direct Marketing / Email Paid acquisition and negotiated value add of email databases from key media partners:
•
•
•
•
•
•
•
•
Denver Post Food & Wine Lonely Planet
National Geographic
Rocky Mountain PBS Texas Monthly Travel + Leisure New York Times Great Getaways Marketing Tactics / Paid Media – Email Marketing Strategies / Social Media
•  Santa Fe Social Media Campaign: Experience Worth
Sharing
•  Extend paid media budget with focused social media approach: •
•
•
•
Prepare
Plan
Engage
Measure
•  Engage and activate key influencers
•  Build a trusted, consistent brand voice as the "go-to concierge"
across social media outlets
Marketing Tactics / Social Media
•  Refresh content and presentation of existing social media properties
•  Create key influencer list within relevant interest categories based on
highest ranked blogs
•  Share Santa Fe voice with leading national forums and blogs
•  Deploy new social media networks i.e. Pinterest
•  Add custom applications for promotions and incentives on Facebook
Marketing Tactics / Social Media
Facebook
•  Daily Posts •  Weekly posts that align with the
brand pillars •
•
•
•
Monday Photo Contest Wednesday Weekly Deal
Throwback Thursday
Friday Flavor Recipe •  Engage Facebook fans through
comments, photos, and tags
•  Install integrated Apps for
maximum engagement and
increased fan base
•
•
•
•
•
•
•
Recipe for Adventure Sweepstakes App
Visitor Guide Download App
Foodie Field Guide Download App
First Impression App Exclusive Offer App
Photo Showcase App Video App Marketing Tactics / Social Media
Pinterest •  Create Pinterest Page in consistent manner •  Optimize Santa Fe description to increase
search-ability as much as possible
•  Pin all social media properties and apps to
the a specific pin-board •  Re-pin, like and comment on photos from
fans and searches
•  Create Pin “boards” based on key brand
pillars / promotions -
-
-
-
-
-
-
-
-
-
Legendary History & Culture World Renowned Cuisine
Diverse Visual Arts
Pristine Nature Vibrant Performing Arts
Rejuvenation & Relaxation
Legendary Trading Center
Vintage Santa Fe Holiday Traditions
Social Media Pages Marketing Tactics / Social Media
Youtube
•  Optimize Santa Fe description to
maximize searchability
•  Integrate channel with links to
sweepstakes, Visitor Guide and
e-newsletter •  Interact with fans by sharing, adding
or liking videos and commenting
•  Create & Organize Playlists based
on Brand Pillars / Promotions -
-
-
-
-
-
-
Legendary History & Culture World Renowned Cuisine
Diverse Visual Arts
Pristine Nature Vibrant Performing Arts
Rejuvenation & Relaxation
Legendary Trading Center
Marketing Tactics / Social Media
Twitter
•  Collapse twitter accounts to one
"@CityofSantaFe" and notify
followers of migration
•  Add Facebook link to twitter page •  Interact with followers via
retweets, searches
•  Keep current with trending
hashtags and include key
hashtags based on brand pillars /
promotions -  #NewMexicoTrue
-  #Travel -  #Food -  #VisitSantaFe
Marketing Tactics / Social Media
Blog •  Rename blog for direct association with
Santa Fe brand •  Integrate blog with e-newsletter
•  Establish blog RSS feed and opt-in
email
•  Post custom and curated content •  Organize content by brand pillar
•  Integrate widgets and links from other
social media properties
Marketing Tactics / Direct Marketing
Dallas Travel and Adventure Show
Date: November 10-11, 2012
Attendance: 50,000
Marketing Tactics:
Partner with NMTD and Taos for cost effective program
Position Santa Fe as the go-to destination for food, culture and
outdoors
Generate leads via the Santa-Fe-Cation Sweepstakes
•
•
•
*
DRAFT
Marketing Tactics / Direct Marketing
International Travel Pow Wow - Las Vegas, NV
Dates: June 8-12, 2013
Attendance: 2,200 travel industry professionals
Marketing Tactics:
•  Leverage partnership with ABQ & Taos to create cultural corridor
•  Present “cultural tasting” experience to media appointments
•  Provide marketing collateral: Travel Planner & Brand Pillars
*
DRAFT
Marketing Tactics / Balloon Fiesta
Albuquerque Balloon Fiesta
Date: October 5-13, 2013
Attendance: 100,000+
Marketing Tactics: TBD
*
DRAFT
Marketing Tactics / Direct Marketing
Scottsdale Culinary Festival / Great Arizona Picnic
Date: TDB for 2014
Attendance: 35,000
Marketing Tactics:
Direct communication with leisure travelers in key feeder market
Position Santa Fe as the go-to destination for food, culture, and
outdoors
Offer authentic Santa Fe tastings
Generate leads via sweepstakes
•
•
•
•
*
DRAFT
Marketing Strategies / Public Relations
Overview
Manage the flow, content, and reach of news about Santa Fe to the press as a critical part of the bureauʼs
overall marketing effort. •
•
•
•
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. Marketing / Public Relations
Strategy: Press Releases
Use mainstream media, new media, social media and the bureauʼs own media to
deliver compelling stories and information about Santa Fe to travel markets basing
content on marketing brand pillars
Tactics:
•  Match press release brand pillar content to key publicationʼs editorial calendars and writer
beats
•  Distribute bi-monthly Whatʼs 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 Goal:
Write and nationally distribute four monthly press releases using brand pillars
as content models
Marketing / Public Relations
Strategy: Media Placements
Place stories in publications and outlets with large circulations and national reputations
that provide both short-term and long-term value
Tactics:
•
•
•
•
•
•
Pitch Wall Street Journal for a destination feature
Pitch Bon Appétite with Recipe for Adventure story
Pitch Travel + Leisure and Conde Nast with art, culture, or personality story
Pitch AARP The Magazine with a destination story or personality profile
Pitch Texas Monthly on an outdoor adventure story
Pitch Real Simple with a wellbeing feature
Goal: Identify key influential media to pitch with specific stories for four placements
•  New York Times
•  Wall Street Journal
•  USA Today
•  Sunset Magazine Marketing / Public Relations
Strategy: Media Visits
Seeing is believing. First-hand experience tells the story best.
Tactics:
•
•
•
•
•
•
•
•
•
•
•
•
Individual Press Visits
Make lodging and meal arrangements for qualified press as needed
Assist with story development for visiting journalists Create Santa Fe rich itineraries for visiting press based on story assignments
Work in conjunction with NMTD to host visiting press
Assist press hosted by local lodgers with information and arrangements, as needed
Use Lou Hammond & Associatesʼ press contacts to pitch Santa Fe visits and group
press trips Show off Santa Fe when itʼs at its best; Spring, Summer, Fall
Keep groups small to maximize needs of participants
Recruit press from national and regionally important outlets
Pre or Post FAM Trip with POW WOW- International Market
Recruit meeting press for joint meeting planner/press familiarization trips
Goal: •  Support 50 individual media visits annually
•  Schedule three, yearly group press trips
Marketing / Public Relations
Strategy: Desk Side Visits
Desk side appointments put bureau marketing staff in front of editorial decision
makers
Tactics:
•
•
•
•
Target national media markets for desk side visits; at least two a year
Arrange to meet editors of city publications in key feeder markets; once a year
Build editorial relationships through continued contact
Prepare targeted story ideas for each desk side appointment
Goal:
Arrange desk side press appointments in key media markets annually
•  New York • Washington DC •  Dallas
• Boston
•  Chicago
• Denver
•  Phoenix
• Los Angeles Leverage CVB travel to reach drive market press
Address international press through participation in POW WOW
Marketing Strategies / Public Relations
Strategy: Blogger Network
Key bloggers are trendsetters with significant influence; their importance continues to
grow
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 developing targeted distribution lists
Goal: Identify 12 influential travel bloggers, engage and develop new relationships with them
• The Daily Meal* • Gadling* • NPR – The Salt • Hotel Chatter*
• Wanderlust & Lipstick*
• Jaunted
• Johnny Jett*
• Do it While Youʼre Young*
• Examiner.com* • New York Times - Bitten
• About.com
• Fodorʼs Travel Blog
• National Geo, Intelligent Travel
• Epicurious
*contacted/
stories posted
Marketing / Public Relations
Strategy: Santa Fe Business Partners
Involve more business partners with press in order to expand breadth and depth of
Santa Fe image.
Tactics:
•
•
•
•
•
Expand network of business partners to provide support for visiting press
Include appropriate businesses in press itineraries
Work with CRM database to maintain updated distribution of opportunities
Include all businesses in Hot Tip distribution
Leverage Lou Hammond Value-Blast.
Goal: Create new opportunities for press exposure of business partners. In 2012 months the
bureau has worked with more than a dozen lodging partners and more than two dozen
restaurants plus many other service providers to support
visiting journalists to
Santa Fe. Marketing / Public Relations
Strategy: Media Kit
An eye-catching, easily accessible, and visually appealing media kit is a powerful tool
Tactics:
•
•
•
•
Collaborative kit development between LOCAS, TKO, and Studio X
Use brand pillars as content guidelines
Further segment content by season
Make kit available online and on USB drives
Goal: Develop a new electronic media kit with graphic look incorporating latest branding. Develop content by brand pillars. Due Summer of 2013.
Marketing / Public Relations
Strategy: Meeting Industry Press
Meeting and convention center news remains critical to continued growth of meetings
market
Tactics:
•  Group Meeting press releases
•  Recruit and escort press as part of ongoing Meeting Planner/Press Fams
•  Upcoming fam trips: June 3-9; July 29-August 1; September 16-19; October
21-24
Goal: Support meetings sales effort by extending awareness of Santa Fe as a meetings
destination
Marketing / Public Relations
Strategy: Earned Media Metrics
Earned media is a key metric for measuring press outreach results
Tactics:
•  Use Lou Hammond reading service to monitor press results, ongoing
•  Report earned media results monthly
Goal: Generate $4+ million in bureau assisted earned media annually
Marketing Tactics / Public Relations Calendar Target
Dates
History
&
Culture
January,
2013
Cuisine
Pris4ne
Nature
Visual
Arts
Performing
Arts
ART
Feast
SL
Ski
Update
SL
Summer
Markets
LL
Relaxa4on
&
Rejuvena4on
Valentines Day
General
What's
New
DIY
Santa
Fe
Bimonthly
Release
Travel Planner SL
February,
2013
Spring
Break
SL
Girlfriend Getaway LHA Seasonal
NewsleWer
President’s
Weekend SL
March,
2013
Summer in
Santa Fe LL
Family
Travel
LL
Meeting News SL
Santa
Fe
Pride
LHA
May,
2013
Spanish/
Indian
Market
SL
Healthy Cuisine
LL
Passport
to
Arts
SL
Night
Skies
SL
Santa
Fe
Restaurant
Families
LL
June,
2013
Last Minute
Spring Deals
Pet Friendly Santa
Fe LHA
Cowboys
Real
&
Imagined
SL
April,
2013
MLK
Three
Day
Holiday
S:
Zen
of
Santa
Fe
LL
Opera
&Events
LHA
Stress Awareness
Month LHA
Santa Fe
Weddings and
Honeymoons LL
Seasonal
NewsleWer
Summer in
Santa Fe SL
Summer
Mkts
SL
Bimonthly
Release
Bimonthly
Release
Mee4ng
News
Green Chile
Cheese Burger
Recipe for
Adventure SL
July,
2013
Romantic Santa Fe
National Romance
Month LHA
Fall
Color
LL
Bimonthly
Release
Green Chile
Cheese Burger
August,
2013
Santa
Fe
Fiesta
Santa Fe Wine
& Chile LHA
Winter
Retreats
LL
Seasonal
N'leWer
Green Chile
Cheese Burger
September,
2013
ART
Feast
LL
DRAFT
*
Canyon Road
Paintout SL
Spa
Roundup
LL
Mee4ng
News
Bimonthly
Release
Fall Events LHA
Marketing Strategies / Travel Planner (VG)
•
•
•
•
•
Develop content that highlights the Santa Fe brand pillars
Improve & increase the visual impact of both the printed and digital travel
planner
Emphasize Santa Fe neighborhoods; historic downtown, Canyon Road, and
Guadalupe & Railyard district
Draw attention to the “secrets” of Santa Fe and not to be missed experiences
Highlight ʻStay Another Day” activities and attractions (i.e. day trips & hands
on creative experiences)
DRAFT
Marketing Tactics / Travel Planner (VG) •
•
•
•
•
•
Develop an engaging and high impact guide
Increase available photo options
Complete rewrite of content
Review the ease of use and usability of the digital edition of visitor
guide
Review print numbers (400,000)
Address distribution strategy
-  AAA Offices in Drive Market (124 Boxes)
-  Physician Mail Out in Drive Market (64,644)
•
Address production issues
-  Cover glossy finish
-  Shipping/delivery options
-  Postage graphic
DRAFT
Marketing Strategies / Website
SantaFe.org
•  Present the Santa Fe brand to the world
•  Complement and fulfill travelersʼ experience and expectations as
discovered via other sources such as PR, media and advertising
•  Be the inspiring point of contact, information, education and
interaction for Santa Fe tourists
•  Be the fulfillment vehicle for all SFCVB campaigns and promotions
•  Make it easy to plan a trip and book a hotel room
•  Provide high quality referral traffic to tourism related businesses
•  Research, Analysis & Planning
•  Website Development
•  Online Marketing Support
•  E-Blasts
•  Mobile Site
•  Measurement & Improved Analysis
•  Website Ads Marketing Tactics / Website
Advertising
Marketing Tactics / Website
Research, Analysis & Planning
• Create schedules / calendars for work with Creative Team
•  Complete site analysis with respect to:
- Popularity
- Best Practices
- SEO
- Competitive Analysis
Goal:
integrated and approved plan that works for all partners
Marketing Tactics / Website
Website Development
Create an exciting online experience that keys off of marketing messages and inspires
both the new and repeat visitors to want to come to Santa Fe
•  Wrap in new CREATIVE
•  Wrap in PILLARS & ASSETS
•  Wrap in PR
•  Wrap in SOCIAL MEDIA
•  Wrap in Creative Tourism
•  Update Meeting Planner Section
•  Collapse Convention Center Micro-site
•  Update Tour Planner Section
•  Curate Content
•  Use of new technology Goal: Continued and improved ranking, increase in Travel Planner requests and opt-in
subscribers
Marketing Tactics / Website
Online Marketing Support
Reinforce and bring to life all marketing efforts including; PR, social media, and advertising
•  Landing Pages
•  Coops
•  Homepage Badges
•  Coupons / Contests
Goal: Improved statistics including; reduced bounce rate, and more time spent on site
Marketing Tactics / Website
Site Enhancement
Mobile Site
Remain competitive in the smart phone and IPad market
•  Complete Competitive study
•  Determine best links for mobile
•  Test and Build
Revitalize/Update Meeting, Tour & Convention Center Sections
•  Review all verbiage
•  Review all listings
•  Redesign Convention Center Micro-site
•  New Images
Goal: Increased pages per visit
Marketing Tactics / Website
Measurement and Improved Analysis
Provide detailed and specific reporting to inform marketing decisions
•  Maintain Google Analytics dashboards
•  Continue to document significant events in Google Analytics
•  Gather and disperse visitor usage data
•  Present Quarterly stats reports regarding site performance
•  Feed & Support Internet Honey
Goal: Marketing decisions based on data. Marketing Tactics / Website
Advertising
•
•
•
•
•
Provide low-cost, high-visibility ads to business partners
Supplement the website budget with needed funding
Develop strategic partnerships through mutually beneficial ad trades
Leverage reciprocal linking
Initiate OTAB recipients link requirement
Goal: Increased revenue and business partnerships
2012 Advertisers = 23
2012 Ad Revenue = $54,852
Marketing Tactics / Website
E-Blasts
Prompt recipients to engage with the message and share the message
•  Happenings & Specials/Promotions
•  Business Partners •  Campaigns & Promotions
•  Group/Meeting E-Blast Campaign
Goal: Increased open-rates, website visits and increased responses
E-blasts sent to subscribers in 2012 increased by 7,728 over 2011
Open rate in 2012 increased by 8,432 (4%) over 2011
Working Together
BE SEEN…ADVERTISING
Free Tourism Related Business Listing
List Specials & Promotions
List Events
Buy Advertising on SantaFe.org
BE IN THE KNOW…CVB UPDATES
Sign up for the Business Partner E-Blast
BE CONNECTED-Social Media
Facebook
Twitter
YouTube
Pinterest
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