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OCeanfront Q3 gm meeting_8-22-11
- 1. The OCeanfront 2010 Review 2011 PR & Social Media Plan
- 2. Initiatives to Date Getaway 2 Give STARS of California OCeanfront TV Hot List Sweepstakes
- 3. 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
- 5. 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
- 6. Marketing
- 7. On-Site Marketing - Posters
- 10. 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
- 12. OCeanfront TV 60,000 views on YouTube
- 14. “Love Grams” Sweepstakes Blog Post & E-Blast Facebook Marketing
- 15. “Mother’s Escape” Spa Sweepstakes E-Blast Facebook Marketing
- 16. “Wine & Dine” Sweepstakes
- 17. Sweepstakes Results 248 sweepstakes entries 134 newsletter opt-ins 118 Facebook “Likes” 2.2 million ad impressions 241 clicks 20 “Likes”
- 18. 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
- 19. Other Activities
- 21. TheOCeanfrontCA.com Special Offers Events Calendar Group Offers Weddings Content
- 22. OCeanfront Blog Develop topics Research articles Promote member activities Post minimum 4x per month Market through social media
- 23. Facebook & Twitter Develop Landing Pages Maintain Wall Content Create Facebook Ads Run Sweepstakes, Polls & Contests Share offers, news, videos
- 24. Q3 & Q4 2011 Website redesign “42 Miles of OCeanfront” video September “Foodie” Press Trip October “OCeanfront Adventure” Press Trip
- 25. 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
- 27. “42 Miles of OCeanfront” Video
- 28. 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
- 29. Press Invites
Editor's Notes
- 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