2010 - 2011 Marketing Plan
2010 - 2011 Marketing Plan - OVERALL STRATEGY
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ADVERTISING & MEDIA
Objective:
* Develop a media plan which will generate consumer requests, leads, visitation to website and drive anincrease in room nights booked throughout Mendocino County
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Goal:
* Initiate approximately 35,000,000 impressions in our target areas Produce 8,000 leads through reader response, website hits, phone calls, email, etc.
SOCIAL MEDIA
Objective:
* Use the latest in social media platforms to market and brand Mendocino County as a uniquevacation destination; with the goal of increasing web traffic to goMendo.com
* Generate and create a consistent image/message within the social media platform that appeals to ourbroad target audiences. This includes travelers in the 35-60 age groups in the San Francisco Bay Area and Sacramento Valley
Strategy:
* Visit Mendocino County, Inc. will continue to research, develop and implement a strategy for engaging inSocial Media platforms that target our ideal customer profile effectively creating a ‘buzz’ by introducing consumer generated content to our website, such as uploading photos, enhanced blog and RSS feeds
Tactics:
* Produce publications and collateral materials that provide detailed information for our target audiences* Continue to develop and improve Visit Mendocino County, Inc. profiles on Myspace.com, Facebook.com,Twitter.com, Yelp.com, Utube.com, and Tripadvisor.com. Content to be in collaboration with PR agency and Staff
* Update the Visit Mendocino County, Inc. blog on a bi-weekly basis. Link Mendocino County blogs to theredesigned goMendo.com
* Implement a “Positive Feedback” campaign encouraging lodgers and restaurants to ask visitors/customersto share their positive experiences online at sites such as Tripadvisor.com and Yelp.com in an effort to populate social media sites with Mendocino County content
* Monitor consumer ratings and feedback on social media sites and work with businesses in staying up to date with their individual social media feedback. Sites allow for vendor responses to postings whichcan balance out negative feedback
* Organize and implement a “Mendo Moments” YouTube campaign promoting Mendocino County. Staff will produce short promotional videos to post on goMendo.com, YouTube.com and other relevant website
* Link all social media platforms to website to encourage conversions, contact development andmembership on social media sites
* Make a consistent effort to highlight upcoming events and specials on social media websites
Goal:
* The Visit Mendocino County, Inc. will track campaign success through page views, fans, followers, telephone inquiries and Google Analytics
* Receive 250 direct inquiries and 2,000 fans and followers as a result of Social Media Efforts
