SLO TBID MARKETING PLAN

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Jeffry Lambert
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1 SLO TBID MARKETING PLAN

TABLE OF CONTENTS INTRODUCTION.... 3 SLO TBID STRATEGIC CLARITY PLAN.... 4 OUR APPROACH.... 5 DIGITAL.... 6 SOCIAL....8 PAID MEDIA.... 9 STRATEGIC PARTNERSHIPS... 10 EVENTS... 12 SALES.... 13 CONCLUSION.

2 TABLE OF CONTENTS INTRODUCTION SLO TBID STRATEGIC CLARITY PLAN OUR APPROACH DIGITAL SOCIAL....8 PAID MEDIA STRATEGIC PARTNERSHIPS EVENTS SALES CONCLUSION ADDENDUM A ADDENDUM B ADDENDUM C Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

INTRODUCTION The following plan outlines our approach to deliver on SLO TBID s Strategic Clarity Plan for 2016-2017.

3 INTRODUCTION The following plan outlines our approach to deliver on SLO TBID s Strategic Clarity Plan for Following a successful and accomplished , BCA & StudioGood are primed to capitalize on our discoveries about what works, what doesn t and what s next. Before we dive into our plan, take a look at a snapshot of the past year s progress. SNAPSHOT OF Launched the redesigned, fully responsive SanLuisObispoVacations.com Integrated Helium, the SLO TBID custom booking engine Leveraged new videography & photography in the digital landscape Enhanced our social media presence with more organic content Implemented successful promotional campaign, Money for a Rainy Day Developed and implemented deliverables document to align sponsored events with SLO TBID goals Developed and implemented sponsored event worksheets to track event successes and opportunities Created new brochure and wine, beer, hotels and hiking maps for statewide visitor center distribution Planned SLO TBID member engagement events using strategic partnership with Cal Poly Took home Visit California s Poppy Award for Best Overall Marketing Program NEW OPPORTUNITIES FOR Focus on creating content to inspire returning and new tourists Explore marketing automation Capture more candid, local perspective video content Continue to explore new social media opportunities Develop seasonal promotional campaigns and coordinate fulfillment with SLO Chamber Develop loyalty program targeted to Cal Poly parents Utilize sponsored event worksheets from to improve ROI for events Explore new tradeshow locations and business-to-business options Leverage new Creative Community designation as part of SLO TBID s Arts & Culture pillar 3 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

4 SLO TBID STRATEGIC CLARITY PLAN The highest priority Strategic Clarity Plan initiatives for the fiscal year are: Deliver smart growth Develop the SLO brand Ensure organizational excellence Contribute to an unforgettable SLO experience Some of these initiatives have been completed, some are a work in progress and some need our undivided attention in the coming year. The following items will allow us to deliver on the above high priority initiatives: Maximize tradeshow strategy by researching new shows, new cities, opportunities and strategies Align unique target audience with marketing efforts Elevate SLO Brand awareness Energize SLO TBID membership participation Continue to research competitive destinations on all levels 4 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

5 OUR APPROACH We ve spent the past two years learning the ins and outs of marketing the City of San Luis Obispo. We ve celebrated our successes and what has worked, and noted the areas for improvement and new opportunities. Moving into the fiscal year, we are using our experience, the goals outlined in the Strategic Clarity Plan (specifically, delivering smart growth, developing the SLO brand and contributing to an unforgettable SLO experience) and research on the leading industry trends to shape our plan for the coming year. Our approach includes: Focus on creating content to inspire returning and new tourists Continue to coordinate with strong strategic partners to maximize all marketing efforts Exploring external markets not previously targeted Develop innovative seasonal promotional campaigns 5 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

6 DIGITAL Our focus in 2015 was on the rebuilding the digital foundation for the SLO TBID. We achieved this by launching a completely redesigned, fully responsive website with stunning photography and videography. In addition, the new site integrated the #ShareSLO blog, finally uniting the two brands. The digital overhaul was a huge success as seen in the climbing site metrics. Now that the infrastructure is built, we are focusing our efforts in on growing our audience, tracking their behaviors and following up with relevant messaging that ultimately drives them to book in San Luis Obispo. This can be summarized as content and automated marketing. In regards to content marketing, we will: Implement a cohesive content strategy and calendar across all digital assets (see Master Content Calendar in Addendum B) Optimize and develop site pages with extensive information and useful resources Update Things to Do pages Develop and expand vacation ideas Highlight Add to Itinerary feature Leverage search data and track trends to enhance content Create engaging content on #ShareSLO blog that inspires travel Engage guest bloggers whenever possible Position SanLuisObispoVacations.com as the go-to resource for SLO travel information 6 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

DIGITAL (CONTINUED) With marketing automation, we will: Develop and cultivate unique relationships with each subscriber through trigger and follow up emails based on their behavior Create a welcome

7 DIGITAL (CONTINUED) With marketing automation, we will: Develop and cultivate unique relationships with each subscriber through trigger and follow up s based on their behavior Create a welcome series to automatically deliver to all new subscribers Use search trends and audience insights to build monthly newsletters Segment our database based on user behavior and additional consumer insights Strategically target individual users with relevant and valuable content Enhance design and user experience of s including ability to embed video Increase engagement, leading to higher ROI In alignment with the Strategic Clarity Plan, we want to continue to strengthen the digital presence of the San Luis Obispo brand while focusing on contributing to an unforgettable SLO experience. With the potential of live chat, booking engine and itinerary feature in addition to next year s content and automated marketing efforts, we are providing visitors with a superior digital experience to create their ultimate SLO vacation. 7 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

8 SOCIAL We will continue to captivate our fans and grow our social media footprint through great, engaging content. Last year, we focused on using user-generated content and saw a huge boost in engagement because of it. We ll continue that in , along with adding our own content including local perspective videos. With an emphasis on engaging site content, we ll drive social traffic to SanLuisObispoVacations.com by linking to relevant content whenever possible. Research shows that Instagram produces high engagement specifically for travel brands, therefore we will focus on growing our fan base on Instagram while amplifying our presence on Facebook and Twitter. Our plan is to: Capture wow-factor creative content and aggregate user generated content through active social media monitoring of #ShareSLO and other related hashtags Intensify video marketing strategy for greater storytelling through more short, organic videos or webisodes Monitor search trends to optimize social posts with keywords and content trends Enhance the content strategy to include: Unique itinerary ideas to inspire travel Encourage dialogue with followers to increase engagement Real-time posting of organic, in-the-moment content Boost follower loyalty by sharing behind-the-scenes content, specifically at SLO TBID sponsored events Activate more photo and video contests to entice fans through giveaways Work with social influencers for #ShareSLO takeovers Continue to increase frequency of posting on Twitter Activate more on Snapchat for raw, exclusive content with potential of exploring additional platforms such as Facebook Live Explore use of Snapchat s On-Demand Geofilters for events to expand reach to millennials Increase real-time engagement with visitors by commenting, liking and sharing their posts Launch more social campaigns in parallel with promotions to increase travel during shoulder season Monitor social conversations and assess audience to refine content 8 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

PAID MEDIA Paid media efforts in 2015-2016 were very successful.

9 PAID MEDIA Paid media efforts in were very successful. We monitored and reported the highest impressions and click thru rates to date, and will shift media buys accordingly in to maximize performance. We ve seen very healthy interest and results from our geo-targets. We see value in continuing the push in LA, San Francisco, San Jose and San Diego as well as expanding into and testing a few more geographical areas, such as Palm Springs and Phoenix. Industry standard shows 60% of travelers are using mobile devices to shop, book and navigate trips. Invest large portion of media spend in mobile advertising. We made optimal use of the new SLO TBID video assets, placing video pre-rolls on all channels, utilizing videos on social media platforms and getting the videos in front of the right audiences and literally millions of eyes. Our video efforts will continue and expand in We had great success with a programmatic buy that performed very well within the Rainy Day Promotion. We are currently in process of seeing how this media can perform for us in an expanded format in the fiscal year. We propose to expand the length of media exposure for SLO TBID by approximately 10 weeks in comparison to fiscal year. Our goal is to run media from late September 2016 through mid-may 2017 for elevated results throughout the year. 9 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

STRATEGIC PARTNERSHIPS SLO TBID s strategic partnerships allow the marketing agencies to build relations with the organizations below, elevating the destination as a whole.

10 STRATEGIC PARTNERSHIPS SLO TBID s strategic partnerships allow the marketing agencies to build relations with the organizations below, elevating the destination as a whole. Promotional opportunities with each organization gives SLO TBID new platforms and audiences to build brand awareness. CHAMBER Coordinate SLO TBID sponsored event coverage with event organizers by utilizing Chamber s public relations contract to enhance marketing efforts Align foreknowledge of media mentions & stories with advertising strategy to target new, niche markets Utilize Visitors Center for seasonal promotions and possible Cal Poly loyalty program Work with Chamber to integrate live chat feature on SLO TBID site CAL POLY ATHLETICS Utilize Presenting Sponsor games for SLO TBID member engagement events Use sporting event tickets for planned giveaways, hosted media and Cal Poly loyalty program Expand partnership opportunities with other university departments, including Cal Poly Alumni and parents CCTC Increase monthly blog content Coordinate with rep to keep events listing up to date Align content calendar with social media, website, #ShareSLO blog, Visit SLO County and Visit California schedule SLO WINE Update SLOWine.com banner ads to reflect SLO TBID sponsored events and promotions Provide monthly content for SLO Wine e-newsletter and social media Promote SLO Wine events in accordance with SLO TBID s event strategy guidelines Attend SLO Wine member meetings to provide seasonal information about promotions and other brand integration opportunities 10 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

STRATEGIC PARTNERSHIPS (CONTINUED) SLOMA CREATIVE COMMUNITIES Creative Communities grant will provide SLO TBID with funding to focus additional marketing efforts on Arts & Culture pillar Coordinate

11 STRATEGIC PARTNERSHIPS (CONTINUED) SLOMA CREATIVE COMMUNITIES Creative Communities grant will provide SLO TBID with funding to focus additional marketing efforts on Arts & Culture pillar Coordinate efforts and share resources with new Creative Communities committee to expand reach to audiences we know are interested in SLO s art and cultural assets Work closely with the Creative Communities committee during the development process on an art festival and celebration to take place during low-season to bring in mid-week stays CAL POLY NEW STUDENT & TRANSITIONS PROGRAMS Implement event strategies for Open House, Student Life Orientation (SLO) Days, and Week of Welcome to get SLO TBID and ShareSLO brands in front of new students and parents Work with programs to reach current and new parents with Loyalty Program information to encourage return stays 11 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

EVENTS In 2015-2016 your marketing agencies developed and implemented an event strategy and deliverables document to be included in event contracts to ensure all SLO TBID sponsored events are

12 EVENTS In your marketing agencies developed and implemented an event strategy and deliverables document to be included in event contracts to ensure all SLO TBID sponsored events are well-aligned with the SLO TBID and ShareSLO brand, and that our expectations for brand integration at these events is clear from the moment the event signs the SLO TBID s contract. The document outlines event organizer and marketing agency responsibilities and goals for reaching the guest before, during, and after the event. In addition, your agencies created a worksheet for SLO TBID to use as an internal benchmark for event success, and we ll use these internal worksheets in to determine return on investment for SLO TBID sponsored events, and to enhance and adjust strategies associated with events based on past performance. See the Event Strategy and Deliverables document in Addendum C. In , your marketing agencies will also be taking part in the event application review process to determine, in advance of SLO TBID funding, if the event aligns with SLO TBID s goal of putting heads in beds. The review process will be based in part on past performance, and for new events on the agencies assessment of potential performance. In addition, your marketing agencies will work with the tourism manager and SLO TBID board to identify already established and successful tourism-driving events from out of market that could be successful in San Luis Obispo. 12 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

SALES TRADESHOWS In 2016-2017, we d like to take an objective look at the value of currently attended tradeshows and make decisions based on prior year s attendance, specific numbers, demographics

13 SALES TRADESHOWS In , we d like to take an objective look at the value of currently attended tradeshows and make decisions based on prior year s attendance, specific numbers, demographics and quality of audience. In addition, we ll: Explore alternative tradeshows that may elevate business or mid-week travel to SLO Consider business-to-business tradeshow opportunities Research possible tradeshow opportunities with other SLO organizations and strategic partners Explore options for tradeshows that align with SLO TBID marketing priorities Cal Poly Food & Wine Outdoor Craft Beer Arts & Culture GROUPS & MEETINGS Explore the possibilities of a co-op with Visit SLO County for new opportunities 13 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

14 CONCLUSION BCA and StudioGood will update the SLO TBID Marketing Plan each fiscal year. We feel that it is imperative to acknowledge trends, be observant of growth or decline and make changes according to the current tourism climate on an ongoing basis. The SLO TBID Marketing Plan coupled with the SLO TBID Strategic Clarity Plan provides a foundation for building the City of SLO brand and establishing real tactics for consistently improving tourism in the City of San Luis Obispo. 14 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

15 ADDENDUM A SLO TBID 2016/2017 MARKETING BUDGET DESCRIPTION OF ACTIVITY TOTAL % BUDGET PAID MEDIA 35% Offline Media $30, % Digital Media $80, % Social Media Advertising $37, % Mobile Advertising $90, % SEM $40, % DESIGN/CREATIVE 20% Design Support $15, % Creative / Online $20, % Creative / Offline $15, % Content Creation, Management & Distribution $110, % WEBSITE 4% Website Maintenance $20, % SEO $20, % SOCIAL MEDIA 3% Social Media $28, % AGENCY SERVICES 13% Account Management $70, % Event Strategies $15, % Media Planning $20, % HARD COSTS 23% Marketing Automation $40, % Tradeshows $15, % Seasonal Promotion #1 $50, % Seasonal Promotion #2 $50, % Collateral $20, % Still Photography $14, % CONTINGENCY FUND 2% Contingency Fund $15, % TOTAL $814, % 15 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

16 ADDENDUM B MASTER CONTENT CALENDAR: Q1 Seasonal Content/Themes Events Quarter 1 July August September Summer California Wine Month - SLO Wine National Dog Week (last week of Sept) Bacon & Barrels SLO (July 15-17) Festival Mozaic Concerts in the Plaza Shakespeare Festival Pride Celebration Cal Poly Student Life Orientation Days Concerts in the Plaza Shakespeare Festival Cal Poly Student Life Orientation Days Concerts in the Plaza Brews & Bites (Sept 3) SLO Ultra (Sept 10) Cow Parade Launch (Sept 17) Cal Poly Week of Welcome (Sept 18-25) Website Festival Mozaic Music Beaches Bubblegum Alley Trolley Cal Poly Cal Poly Vacation Ideas ATV Family Vacation Idea California Wine Month Wine Tasting Wine Tasting Vacation Idea Cow Parade Labor Day Weekend (Sept 5) Race SLO ShareSLO Blog Bacon & Barrels in SLO Concerts in the Plaza Farmers' Market Festival Mozaic ATV Adventure in SLO Fall Things to Do Cow Parade Launch Event with Man One Wine Tasting in SLO Social Media Themes/Campaigns Summer Lovin' SLO Wine Giveaway CA Wine Month Newsletter Promotions Paid Media PR VSLOC Monthly Promotions CCTC Visit California Promotions Bacon & Barrels / Craft Beer Week in October Historic Markers, Buildings and Monuments Month. Concerts in the Plaza overview and preview. Riding the SLO trolley. SLO County Family Travel Tips. CA Wine Month Wine Tasting in SLO Labor Day Weekend CA Wine Month; CowParade begins. Keyword Topics CA Wine Month Top Keywords Beaches Points of Interest Bubblegum Alley Events Things to Do Shopping Trolley ATV Things to Do Bubblegum Alley Labor Day Weekend Attractions/Points of Interest Beaches 16 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

17 ADDENDUM B MASTER CONTENT CALENDAR: Q2 Seasonal Content/Themes Events Quarter 2 October November December Craft Beer Madonna Inn Oktoberfest (Oct 1) Central Coast Railroad Festival (Oct 7- Harvest on the Coast (Nov 4-6) 9) Santa's House in Mission Plaza Craft Beer Week (Oct 16-22) Festival Mozaic (WinterMezzo) Mustang Family Weekend (Oct 20- SLO Bacon Fest? 23) SLO Gran Fondo (Oct 29-30) Holidays in SLO Holiday in the Plaza Santa's House in Mission Plaza Holiday Train Celebration? Website Shopping Museums SLO Craft Beer Week Beer Tasting Beer Tasting Vacation Idea CP Homecoming Weekend Race SLO Festival Mozaic Winter Getaway Botanical Gardens Weekend Getaway to SLO (New Vacation Idea) ShareSLO Blog What CP Loves About SLO Historic Walking Tour Meet the Brewers / SLO Brewery Review SLO Craft Beer Week Things to Do this Winter Harvest on the Coast Holiday Gifts from SLO Things to Do on NYE in SLO Holiday Season Social Media Themes/Campaigns Craft Beer Newsletter Beer Tasting Craft Beer Week Winter Getaway to SLO Promotions Fall 2016 Promotion Race SLO / Training in the Off Season Paid Media PR VSLOC Monthly Promotions CCTC Visit California Promotions Culinary Harvest Month Golf and Stay Month Holidays Top brewers in SLO; Interesting facts about local cemeteries (for Halloween) Festival Mozaic; Planning your 4-day Thanksgiving weekend in SLO Interview with Mission Santa; New Year's Eve post: Best tings to look forward to in 2017 Holidays Keyword Topics Shopping Events Edna Valley Wineries Museums Edna Valley Wineries Christmas/Holidays Trolley Weekend Getaway Botanical Gardens Christmas/Holidays Top Keywords Shopping in San Luis Obispo Shopping San Luis Obispo San Luis Obispo Events Edna Valley Wineries Edna Valley Winery San Luis Obispo Museums Edna Valley Wineries Edna Valley Winery San Luis Obispo Shopping San Luis Obispo Christmas San Luis Obispo Christmas Parade San Luis Obispo Trolley SLO Trolley Central Coast Getaways Weekend Getaways California Weekend Getaways California Coast San Luis Obispo Botanical Garden Botanial Gardens San Luis Obispo Christmas Lights San Luis Obispo Christmas Parade 17 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

18 ADDENDUM B MASTER CONTENT CALENDAR: Q3 Seasonal Content/Themes Quarter 3 January February March Restaurant Month Valentine's Day/Romance Spring Events Restaurant Month Festival Mozaic (WinterMezzo) Festival of the Arts SLO Film Fest Festival of the Arts Website Restaurant Month Restaurants Mission Festival Mozaic Festival of the Arts Romantic Getaways Salons and Spas Girls' Weekend SLO Film Fest Hiking ShareSLO Blog Restaurants #ShareSLO Chef Series Tour Mission San Luis Obispo de Tolosa Top Things to Do on Valentine's Day Cow Parade SLO Trail Things to Do this Spring Off the Beaten Path Hiking SLO Film Fest Social Media Themes/Campaigns Restaurant Month SLO in Love Arts & Culture? Newsletter Restaurant Month SLO in Love Promotions Winter 2017 Promotion Paid Media PR VSLOC Monthly Promotions Restaurant Month Month of Love Film & Arts Month CCTC Best BBQ in town; Hippest restaurants in SLO Best places to propose in SLO. Things to do on a rainy day in SLO SLO Film Fest; SLO skatepark Visit California Promotions Restaurant Month Keyword Topics Restaurants Mission Hiking San Luis Obispo Getaway Spa Romantic Things to Do ATV Biking Hiking Top Keywords Restaurant Month San Luis Obispo SLO Restaurant Month Romantic Restaurants in San Luis Obispo San Luis Obispo County Restaurant Month Mission San Luis Obispo San Luis Obispo De Tolosa Mission San Luis Obispo de Tolosa San Luis Obispo Hiking Trails Hikes in San Luis Obispo Best Hikes in SLO Spa San Luis Obispo San Luis Obispo Getaway Romantic Things to Do in San Luis Obispo San Luis Obispo Bachelorette Party Things to Do in San Luis Obispo ATV San Luis Obispo San Luis Obispo ATV Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Hiking Trails Hikes in San Luis Obispo 18 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

19 ADDENDUM B MASTER CONTENT CALENDAR: Q4 Seasonal Content/Themes Events Quarter 4 April May June Spring & Pet Friendly Travel Bike Month National Travel & Tourism Month Summer SLO Jazz Fest Cal Poly Graduation California Festival of Beer Cal Poly Open House Father's Day (June 18) Avila Beach Blues Festival SLO Marathon (April 29-30) SLO Wine ROTB Mother's Day (May 14) Eroica Barrels in the Plaza SLO Train Day Children s Day in the Plaza Concerts in the Plaza Cow Parade Auction Greek Festival Bike Month Website Biking Race SLO Eroica Pet Friendly Vacation Idea SLO Jazz Fest Transportation Boat Kayak ROTB Farmers' Market Day Trips ShareSLO Blog Pet Friendly Attractions Hop on the SLO Trolley Botanical Gardens Car-Free Travel to SLO (Amtrak) Bike Month SLO Jazz Fest Cow Parade Things to Do this Summer Beaches SLO Wine ROTB/Barrels in the Plaza Day Trips Social Media Themes/Campaigns Pet Friendly Bike Month Newsletter Car-Free Travel to SLO Bike Month Promotions ROTB / California Wine Month in September Paid Media PR VSLOC Monthly Promotions Pet-Friendly Month Bike Month National Travel & Tourism Month SLO County Great Outdoors Month CCTC Things to do with a pet; Best bike rides in SLO (pegged to Eroica) CowParade wraps up; Jazz Fest t Visit California Promotions National Tourism & Travel Week Keyword Topics Biking Trolley Events Attractions ATV Trolley Events Hiking Whale Watching Kayaking Beaches Getaway Hot Air Balloon Day Trips Top Keywords Bike Trails San Luis Obispo San Luis Obispo Bike Trails San Luis Obispo Trolley What to do in San Luis Obispo this Weekend San Luis Obispo Events SLO Events Dog Friendly San Luis Obispo Pet Friendly San Luis Obispo San Luis Obispo Attractions San Luis Obispo CA Points of Interest San Luis Obispo ATV ATV San Luis Obispo San Luis Obispo Trolley SLO Trolley San Luis Obispo Things to Do this Weekend Events in San Luis Obispo San Luis Obispo Hiking Whale Watching San Luis Obispo Kayaking San Luis Obispo San Luis Obispo Beaches Beaches near San Luis Obispo San Luis Obispo Beach San Luis Obispo Getaway San Luis Obispo Weekend Things to Do in San Luis Obispo This Weekend Hot Air Balloon San Luis Obispo Day Trips fom San Luis Obispo 19 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

20 ADDENDUM C SLO TBID EVENT STRATEGY DELIVERABLES TO AND FROM SLO TBID SLO TBID-sponsored events must provide the following information to SLO TBID s marketing agency contact for promotion: Basic event information, including date, time, attendance expected Press Release for Chamber use/distribution Direct contact(s) ( & phone) for any agency questions/needs regarding the event and event promotion High-resolution vector file logo to be used on SLO TBID collateral, digital campaigns and social media, or where applicable Photos from past events, if available, and photo release form granting SLO TBID permission to use the photos in all digital and collateral applications Schedule of event s promotional tools including any planned advertisements, e-blasts, social media posts, etc. A list of event influencers/ambassadors, if applicable, as well as opportunity to interview with one or all for use on SLO TBID digital properties including ShareSLO.com, SanLuisObispoVacations.com, and social media A database (if available) for one time use to allow the agency to reach out to the intended audience either before or after the event takes place An agreed upon exclusive promotional opportunity for SLO TBID, i.e. book your hotel in SLO, receive $10 off your ticket 6-8 tickets for #ShareSLO influencers to attend the event and promote before, during and after Listed items should be provided to the marketing agency before registration and/or ticket sales begin. It is imperative the SLO brand is well ingrained in the event before, during, and after the event takes place. In addition, the event must make the following accommodations to ensure SLO TBID branding: Space at the event for SLO TBID/#ShareSLO s Step & Repeat, plus staff person to set up/ tear down #ShareSLO promotion in social media posts In exchange for the listed items above, SLO TBID s marketing agency will provide: E-blast to promote the event and the exclusive promotional opportunity Influencer blog(s) and social media post(s) via #ShareSLO Influencer attendance Banner ads to promote the event and the exclusive promotional opportunity, for use on event s owned digital properties SLO TBID blog on CentralCoast-Tourism.com Event promotion on San Luis Obispo s TripAdvisor sponsorship page Slider image/promotional page on SanLuisObispoVacations.com 20 Copyright BCA + StudioGood. All Rights Reserved. No distribution or reproduction is allowed without expressed written permission or authorization.

2016/2017 CANADIAN CANOE CULTURE OUTDOOR ADVENTURES. Ontario Tourism Marketing Partnership Corporation An Agency of the Government of Ontario

2016/2017 CANADIAN CANOE CULTURE OUTDOOR ADVENTURES THE CANADIAN CANOE CULTURE SHAPING ONTARIO, CONNECTING CANADA With over 400,000 lakes, rivers and streams, the canoe played an integral role of building