OCeanfront Q3 gm meeting_8-22-11

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OCeanfront Q3 2011 GM Presentation

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  • Contact travel writer Christopher Reynolds regarding his Southern California Close-Ups series and pitched a focus on the OC Coast; sent him fact sheets on The OCeanfront, as well as each of the member hotels, and contact information for all marketing and PR reps.
  • Special Offers: Launched last month, already top 5 driver of traffic to the website. Links go to hotel sites, but we can track using Google analytics. Events Calendar:
  • Blog is already in Top 5 landing pages on the websiteHighlights and links to special offers, events and opportunities at member propertieslinks encourage visitors to book!Market blog content through push to Social News/Bookmarking sites, Facebook, TwitterDiscuss RSS feed – Subscribers receive updates every time we post; current pitch effort to alert media to subscribe to RSS
  • Only Search engines are sending more traffic than our Facebook page!Content is indexed by search engines, so reach goes far beyond Fan base – think of it as a secondary website for the brandUsed to promote blog posts, events, special offers Role of Fans – their links, comments & posts help our SEO and share content with their friendsAll this drives traffic to websiteChallenge: “The OCeanfront” brandFans don’t search for “OCeanfront,”Solutions:Facebook Ad – Targeted PPC ad Twitter links to FBSweepstakes offer
  • OCeanfront Q3 gm meeting_8-22-11

    1. 1. The OCeanfront<br />2010 Review<br />2011 PR & Social Media Plan<br />
    2. 2. Initiatives to Date<br />Getaway 2 Give<br />STARS of California<br />OCeanfront TV<br />Hot List Sweepstakes<br />
    3. 3. Getaway 2 Give<br />Cause Marketing Program<br />10% of Getaway 2 Give package goes to 4 major charities<br />Marketing Components<br />Website <br />Landing Page<br />Push Marketing on Home Page<br />Push Marketing on Meetings Page<br />Blog Post 1-2 x month<br />E-Blast<br />Facebook <br />Landing Page<br />Wall Posts 1 x week<br />“Getaway 2 Give” Video<br />Public Relations <br />6 Press Releases, distributed Aug. ‘10 – July –’11<br />Pitched Getaway 2 Give stories for:<br />Holidays<br />Valentine’s Day<br />Spring Break<br />Received media coverage in:<br />San Diego Uptown News<br />ATT/Yahoo News (online)<br />Wine & Dine San Diego<br />Los Angeles Family<br />OC Family<br />Greer’s OC<br />SD Entertainer<br />
    4. 4. Media Results<br />
    5. 5. STARS of California with The OCeanfront<br />Food & Wine Gala in Santa Monica, CA<br />Goal: Increase awareness of The OCeanfront’s top dining outlets among Los Angeles foodies and wine lovers<br />Objectives: <br />200 paid guests<br />10 media guests<br />Pre- and post-event coverage in top Los Angeles media outlets<br />Bring 2 media attendees to The OCeanfront within 6 months<br />Raise $5000 for Getaway 2 Give through a silent auction<br />Incentivize guests to visit OCeanfront hotels<br />
    6. 6. Marketing<br />
    7. 7. On-Site Marketing - Posters<br />
    8. 8. OCeanfront Table Banner<br />
    9. 9. Event Brochure<br />
    10. 10. Results <br />194 paid guests<br />$5,000 raised in silent auction (20% of total donation)<br />Bounce-back Offer<br />Assembled 200 gift bags containing OCeanfront literature, event brochure, and “bounce-back offer” for each hotel<br />14 media guests<br />Tara de Lis (Frommers) and Jenny Hontz (freelance for LA Times, others) may attend the Sept. press trip<br />Media coverage in:<br />LA Times Food Section & Daily Dish<br />Santa Monica Daily Press<br />KCRW - On Air Ticket Giveaway<br />LA Weekly – Dining Newsletter<br />CBS.com<br />ABC.com<br />KCET.com<br />Eater LA<br />LAist<br />Valley Scene Magazine<br />DigLounge<br />Pardon My Crumbs (blog)<br />PressEnterprise / PE.com<br />Santa Monica Patch<br />Now and Zin (blog)<br />Los Angeles Magazine – Online & Dining Newsletter<br />Gayot.com<br />Total G2G media impressions: approximately 2.5 million<br />Total Social Media exposure: approximately 1.5 million<br />
    11. 11.
    12. 12. OCeanfront TV<br />60,000 views on YouTube<br />
    13. 13. Hot List Sweepstakes<br />
    14. 14. “Love Grams” Sweepstakes<br />Blog Post & E-Blast<br />Facebook Marketing<br />
    15. 15. “Mother’s Escape” Spa Sweepstakes<br />E-Blast<br />Facebook Marketing<br />
    16. 16. “Wine & Dine” Sweepstakes<br />
    17. 17. Sweepstakes Results<br />248 sweepstakes entries<br />134 newsletter opt-ins<br />118 Facebook “Likes”<br />2.2 million ad impressions<br />241 clicks<br />20 “Likes”<br />
    18. 18. Pending Sweepstakes<br />September – “Back to School” <br />Win a back-to-school shopping gift card from South Coast Plaza<br />October – Oktoberfest<br />Win an Oktoberfest dinner for two at BBC&R<br />November – Holiday Party for Two<br />Win drinks & dessert for two at Vue at Laguna Cliffs Marriott<br />
    19. 19. Other Activities<br />
    20. 20. Other Media Results<br />
    21. 21. TheOCeanfrontCA.com<br />Special Offers<br />Events Calendar<br />Group Offers<br />Weddings Content<br />
    22. 22. OCeanfront Blog<br />Develop topics<br />Research articles<br />Promote member activities<br />Post minimum 4x per month<br />Market through social media<br />
    23. 23. Facebook & Twitter<br />Develop Landing Pages<br />Maintain Wall Content<br />Create Facebook Ads<br />Run Sweepstakes, Polls & Contests<br />Share offers, news, videos<br />
    24. 24. Q3 & Q4 2011<br />Website redesign<br />“42 Miles of OCeanfront” video<br />September “Foodie” Press Trip<br />October “OCeanfront Adventure” Press Trip<br />
    25. 25. Website<br />Goals:<br />Save money & time by taking content updating in-house with new WordPress platform<br />Update look & feel to cleaner design<br />Integrate social media functionality<br />Eliminate unused content <br />Enhance tracking & ROI reporting<br />$15K Budget<br />Three proposals submitted; GigaSavvy selected<br />
    26. 26. Design Inspirations<br />
    27. 27. “42 Miles of OCeanfront” Video<br />
    28. 28. Press Trips<br />Two press trips – Marketing committee voted to eliminate third trip (November “wellness” FAM) in lieu of website redevelopment project<br />September – Foodie FAM<br />Four resorts featured:<br />Balboa Bay Club & Resort, Surf & Sand Resort, Montage Laguna Beach, and The Ritz-Carlton, Laguna Niguel<br />Social Media Angle – Bloggable Feast<br />October – Oceanfront Adventure FAM<br />Four Resorts Features:<br />The Waterfront Beach Resort, Hyatt Huntington Beach, Laguna Cliffs Marriott, and The Ritz-Carlton, Laguna Niguel<br />Social Media Angle – “42 Miles of Adventure” video <br />
    29. 29. Press Invites<br />

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