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OCeanfront Q3 gm meeting_8-22-11
 

OCeanfront Q3 gm meeting_8-22-11

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OCeanfront Q3 2011 GM Presentation

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 OCeanfront Q3 gm meeting_8-22-11 Presentation Transcript

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