2010 - 2011 Marketing Plan
2010 - 2011 Marketing Plan - ADVERTISING & MEDIA
Page 5 of 20
EMAIL MARKETING
Objective:
* Drive traffic to goMendo.com through the use of visitor e-newsletters promoting county events, activities, specials and packages
Strategy:
* Visit Mendocino County, Inc. staff will continue to capture email addresses at tradeshows, festivals & events, via the goMendo.com website and 1-800 numbers. Contacts to be loaded into email marketing program for monthly email promotions and analysis
Tactics:
* Distribution of scheduled e-blast promotions promoting festivals, events and specials a month in advance to allow potential tourists time for travel planning
* Propose 2009-2010 schedule of e-blasts and corresponding promotional banners on gomendo.com:
* July - Pet-Friendly Travel in Mendocino County
* August – Wine Events & Overall Winery Promotion
* September – Day of the Dead and other Halloween Events
* October – Wine & Mushroom Festival
* November – Thanksgiving & Christmas in Mendocino County
* December – Crab & Wine Days Festival
* January – Valentine’s Day & Romance Packages; Alsace Festival
* February – Whale Migration & Festivals
* March – Earth Day – Kids & Nature Promotion - Wildflowers in Mendocino County
* April – Festival Spotlight –Beer Fest, Pinot Noir Festival, Film Festival
* May – Getting Married in Mendocino – Renewing Romance
* June – July 4th events in Mendocino County
* Maintain up to date contact lists by performing monthly email database “cleaning” to remove emails that are undeliverable
* Encourage development of “outstanding specials and packages” with County businesses to increase visitation and length of stay to include in Email marketing
* Utilize A/B split testing – to evaluate email campaign optimization by measuring click thru rates as a result of subject line, topic, time of day and day of the week sent
* Link email campaigns to other social media platforms to increase overall social media efforts. “Follow us on Twitter, Facebook, etc.”
Goal:
* Produce 2,500 leads through generation of emails. Email campaign open rates and click thru rates will be evaluated to gauge monthly promotional email content and success.
* Produce emails with an open rate of 26% 8nd above with a click thru rate of 5% and above
* Limited opt-out rate to between 5-10% per email sent
* Increase subscriptions from 2500 (March 2009) to 4000 in June 2010
