2010 - 2011 Marketing Plan
2010 - 2011 Marketing Plan - WEBSITE DEVELOPMENT & MAINTENANCE
Page 8 of 20
PUBLIC & MEDIA RELATIONS
Objective:
* Build the overall Mendocino County message in key target areas, including:
o Media, (includes editors and producers in print and broadcast)
o Key VIP travel opinion leaders
o Internet media, including bloggers and industry buzz makers
o Key government leaders
o Internal audiences, including board members and County
leaders/decision makers
o By reaching these publics, this campaign will ultimately reach and
motivate consumer audiences to County businesses—increasing the
overall economic impact created by the travel and tourism industry
Strategy:
* Recruit editors and media leaders to include coverage of Mendocino County’s lodging, events, attractions, latest news and stories in articles, news stories, broadcast news shows and Internet communications
* Use media relations, public relations and marketing tactics to recruit consumers to book rooms and attend Mendocino County activities, attractions and events
* Build partnerships and alliances to achieve these goals
Tactics:
* External Key Actions
* HypeHouse, Inc. will plan, direct and execute a complete media relations and public relations campaign designed to achieve the goals and objectives of VISIT MENDOCINO COUNTY, INC.
* Conduct verbal and written pitches to editors and industry leaders (based on custom calendar)
* Research, write and distribute at least two press releases per month
* Provide assistance with MCLA’s annual meeting as it relates to marketing & PR and any other VISIT MENDOCINO COUNTY, INC. sponsored promotional events throughout the year
* Provide copy for MCLA’s quarterly newsletter and other relevant internal communication pieces informing members and the community of the public relations efforts and successes
* Provide PR media training as directed by the CEO/President
* Coordinate and execute quarterly County business showcases in different areas of the County to enhance communication and knowledge between HypeHouse and County businesses
* Provide advance press kits and follow up information , as appropriate, to businesses who host journalists
* Assist with and attend consumer trade shows in
* Los Angeles
* SF Bay Area (includes Bay Area Travel Show & Sunset Celebrations)
* Sacramento
* Research other show markets
* Support all shows with complete marketing and event management planning
* Set up media “desk sides” in
* New York City
* SF Bay Area
* Sacramento
* Los Angeles
* And other key cities as opportunities, time and budget permit
* Attend CTTC Media events in New York and San Francisco
* Plan and coordinate a special Mendocino County showcase event in the Bay Area and Sacramento, to be attended by editors, producers, travel VIPs and industry opinion leaders
Internal Key Actions:
* Build and update the overall activity and launch calendar
* Write and coordinate all components necessary to pitch editor and media targets.
* Includes releases, fact sheets, media lists and more. Update the official press kit and support materials. Outline new online press room for www.gomendo.com. Maintain site as key journalist resource
* Create and update the Visit Mendocino County, Inc. Q&A and conduct consultation and follow-through for media interviews
* The HypeHouse team will participate in a weekly conference call with staff to review actions, timelines and campaign details—and will provide monthly written updates
* Assist, as appropriate, marketing elements and marketing actions
* HypeHouse will provide a compilation of all articles, press releases and any other relevant data/documents resulting from the campaign, including a chart with all media who has visited, where they stayed, what they did, etc. Quarterly reports will be developed and this information will be included in a “PR bible” for the contracted year
* HypeHouse will provide a comprehensive clipping service for all Mendocino County articles relative to promotion
Goal:
*Increase overall impressions by at least five percent – an estimated $3.5 Million in ad equivalency public relations coverage
