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 * Paid Advertising - Initiate approximately 35,000,000 impressions in our

target areas producing 8,000 leads through reader response, website hits,

phone calls, email, etc.

* Social media - The Visit Mendocino County, Inc. will track campaign

success through page views, fans, telephone inquiries and Google Analytics

receiving 250 direct inquiries as a result of Social Media Efforts

* Email Marketing - Produce 2,500 leads with an open rate of 26% and click

thru rate of 5% and increasing subscriptions 4000

* Website Advertising - Produce 20,000,000 impressions with 60,000 direct

leads using both Search Engine Marketing and Search Engine Optimization

* Website Development - redesign website by December 2009; maintain

bounce rate below 20%; 175,000 unique visitors annually

* Public and Media Relations - $3.5 Million in ad equivalency PR coverage

* Group and Leisure Sales – 10,000 direct consumer leads and up to 50

small group leads

* Visitor Center and Signage - Installation of 1 gateway sign and 3-5

directional signs to visitor centers. Establishment of two gateway visitor

centers/kiosks

* Regional Partnerships - Leverage our promotional funds to create a travel

destination which is nationally known and respected

* Community Relations - Continue development of relations with other

promotional groups within Mendocino County; Increase visitation to

festivals by increasing number of events and improving promotion of events

* Visitor Guide and Fulfillment - Produce 2010-2011 Official Visitor’s

Guide, annual events calendar and tear off maps to enhance visitor

experience; Develop and maintain inquiry database to be used for measuring

ROI and planning future marketing activities

* Staffing - Visit Mendocino County, Inc. staff will perform as one cohesive

team implementing the approved marketing plan as approved

Administration - Perform all administrative tasks ensuring all organizations

perform optimally fulfilling their specific missions following all By-Laws,

policies, plans and procedures

* Return on Investment Measurement - Obtain the required information to

be able to measure success as well as plan for the following year’s marketing

plan; Have the necessary information in order to continue to be a research

based marketing destination organization  

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 CONCLUSION 

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 Visit Mendocino County, Inc. takes pride in the role it will play in the prosperity,

health and vitality of the County. The destination attitude fostered by Visit

Mendocino County, Inc. serves as the catalyst to the travel industry within

Mendocino County and as a magnet for visitors. Along with its hospitality industry

partners, Visit Mendocino County, Inc. will strive to provide consistently excellent

service for the visitor. Our strategic goals reflect this commitment to excellence as

well as provide the framework for assuring Visit Mendocino County, Inc. will

continue to be a worthy and effective steward of public funding and trust. Visit

Mendocino County, Inc. is the point of convergence and principle source of

information for visitors and residents seeking information about Mendocino

County’s tourism attractions and activities.