HomeMy WebLinkAbout2015-08-11; Carlsbad Tourism Business Improvement District; 07-15-117; Review Outside Interactive Marketing SvcsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT (CTBID)
AGENDA BILL
AB# 07-15-117
Review Outside Interactive [Digital]
Marketing Services Proposals From
Tower33 Digital, Civilian, and
Experiences for Mankind; and
Select a Provider
CTBID STAFF
MTG. 8-11-15 Review Outside Interactive [Digital]
Marketing Services Proposals From
Tower33 Digital, Civilian, and
Experiences for Mankind; and
Select a Provider
GENERAL
COUNSEL
Review Outside Interactive [Digital]
Marketing Services Proposals From
Tower33 Digital, Civilian, and
Experiences for Mankind; and
Select a Provider
2015-4 approving XXXXX
RECOMMENDED ACTION:
CTBID Board adopt Resolution No.
for outside interactive [digital] marketing services in an amount not to exceed $218,113. In the
alternative, appoint a CTBID Board temporary advisory committee [not more than 3 board
members] to review and make recommendation to CTBID Board at a future meeting.
ITEM EXPLANATION:
The Carlsbad Tourism Business Improvement District (CTBID) contracts with Carisbad
Convention and Visitors Bureau, a not for profit public benefit corporation ("VisitCarisbad") to
provide tourism marketing services for Carlsbad. This includes the operation of the visitor center,
public relations and digital marketing. In the past, the digital marketing portion ofthe contract has
been contracted out by VisitCarisbad to Mindgruve, Inc. As part ofthe VisitCarlsbad contract with
the CTBID for FY 2016, the CTBID Board has requested that a Request for Proposal (RFP) be
issued for the digital marketing services and that the top 3 proposals be presented to the CTBID
Board in July for the CTBID Board to select the company to provide these services.
VisitCarlsbad issued the RFP in May 2015 with proposals due no later than June 30, 2015. Five
proposals were received. On July 8*^ the VisitCarisbad Board met and interviewed the five
agencies that submitted proposals. Some of the areas that were considered by the VisitCarlsbad
Board were the agency's understanding ofthe digital space, their experience in the tourism
industry and pricing. Based on review of the proposals and interviews of the agencies, the
VisitCarisbad Board selected the following 3 agencies to be fonwarded to the CTBID Board for its
consideration: Tower33 Digital, Inc., Civilian, Inc., and Experiences for Mankind. Copies of each
ofthe proposals are attached hereto as exhibits.
Each of the above agencies will make a 20 minute presentation to the CTBID Board and answer
any questions the board may have. At the conclusion of the presentations, the CTBID Board may
either select the agency they want to provide the services [subject to successfully executing a
contract with VisitCarisbad] or appoint a CTBID Board temporary advisory committee [of not more
DEPARTMENT CONTACT: Cheryl Gerhardt 760-602-2753 cheryl.gerhardt@carisbadca.gov
FOR CLERK USE ONLY. _/
BOARD ACTION: APPROVED CONTINUED TO DATE SPECIFIC •
DENIED • CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF
WITHDRAWN • OTHER-SEE MINUTES
AMENDED •
CTBID Board chose alternative to appoint a CTBID Board temporary advisory committee.
than 3 CTBID Board members] to make a recommendation to the CTBID Board at a future
meeting.
FISCAL IMPACT:
The CTBID contract with VisitCarisbad for FY 2016 includes $218,113 for outside interactive
marketing. Each of the three proposals exceed VisitCarisbad's budgeted $218,113 for outside
interactive marketing. Therefore, depending on which provider is selected and the negotiated
level of services, VisitCarisbad may need to seek additional funding from CTBID (via a contract
amendment) for outside interactive marketing services in excess of its current appropriations. As
of July 1, 2015, the CTBID has a fund balance of $537,049 which is available to appropriate for
additional outside interactive marketing services.
ENVIRONMENTAL IMPACT:
This action does not quality as a project under the California Environment Quality Act ("CEQA")
and will not have a physical adverse effect on the environment. (CEC3A Regulation 15378(b).)
EXHIBITS:
1. Resolution No. 2015-4 approving XXXXXXXXXX for outside interactive
[digital] marketing services in an amount not to exceed $218,113.
2. Civilian, Inc. Proposal
3. Tower33 Digital, Inc. Proposal
4. Experiences for Mankind Proposal
EXHIBIT 1
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RESOLUTION NO. 2015-4
RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT,
SELECTING AGENCY TO PROVIDE OUTSIDE INTERACTIVE
(DIGITAL) MARKETING TO VISITCARLSBAD 2015-16
WHEREAS, on July 2, 2015, the Board the jCarlsbad Tourism Business Improvement
District (CTBID) entered into an agreement with/Jarlsbad Convention and Visitors Bureau, a not
for profit public benefit corporation ("VisitCa^Tsbad") to provide tourism marketing services for
Carlsbad for FY 2016; and
WHEREAS, as part of thfe V^tCfclsbad cVtract with the CTBID, the CTBID Board
has requested that a Request for Pl«posal (RFP) bqf issued for the outside interactive digital
marketing services and that the top ^^)i;pposafes^ presented to the CTBID Board to select the
company to provide f
Tower33 Digital, Inc., Experiences for Mankind, and
Civilian, Inc. wb^e pre^nted/to the CTpiD Board at its August 11 Board meeting.
NOW, THK|lEt!0RE, BE IT RESOLVED by the Board of Directors ofthe Carlsbad
Tourism Business Imprb^embit District/ as follows:
1. That the pove recitations are true and correct.
lat tlje CTBID msi^d selects to provide
outside'lstgractive (dig^^l) marketing services to VisitCarlsbad in an amount not to
exceed $:zi8,i i j. mifie-eyent that VisitCarlsbad negotiates a contract with said
provider in an amount greater than $218,113, VisitCarlsbad shall first seek to amend
its agreement with CTBID to increase its budget for outside Interactive (digital)
marketing services.
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PASSED, APPROVED, AND ADOPTED at a regula^ meeting ofthe Board of
Directors ofthe Carlsbad Tourism Business Improvement Distri^on the day of
2015, by the following vote to wit:
AYES:
NOES:
ABSENT:
ATTEST:
BARBARA ENGLESON
Pro Tem Clerk of fh^
Carlsbad Tourism Bu^ess hnproVement District
-2-
$22k +12°/o
Hotel Bookmg Package! At:racuor
Revenue Converso'ls
Room Night Conversions were
up 10%
Room Night Convers1on numbers contmuod to nso
m Apnl Total monthly conven1on~ were ~ 1 0,...
month-over-month and up 142% owr April of 2014
Focu~n19 on qu;,lity r.ic<s by u<ilng hlddtng
•tratAgtM to maxlmm> cMvA'"IO""' h•s also lAd to a
large tncrease m dick through rates (23".1.) and a
conuflUed drop 1n cost per conversiOns to an all-bme
campatgn low ($27 .09) .
Conversion Rate Estimator
7,373 7,299 74
-5°/o
Cost re~ ccnJr-r;.,or
Hotel Booldngs by Month
1.600
IAOO
1.200
1.000
800
eoo
400
200
221 $100
+1 0°/o
Room Ntght
Co•werstcns
$22,119
Track conversions for Hotel
Bookings, Packages and
Attractions
Conversions by Type
1600 ,
1400
1200 Ex lnstght: Hotol Book.tngs garnorod tho
most monthly convors.ons {1468) likoly 1000
due to campaign targeting and 800 oplimiztng towards users 1n market to
oook a hotel. 600
400
200
0
liotel Boolungs Paekages Attraction~
Awareness to Conversion by
Segment
-mpresstons •-convers100s
1200
1000
AOO
600
400
200
0
UgperCrust Monev& eralns C01mooolltans
Track conversions by audience
segment
Ex Insight The Upper Crust audience
segment makes up 20% of the target
audience, however, the Upper Crust
audience de'ivered 56% of total conversions.
4.000.000
3,500.000
3,000,000
2.500.000
2,000,000
1.500,000
I 1,000,000
500.000
Blue Tourhm V.passana Ill~; Bloom
Theory
Track conversions by creative
message
E.x. lnstght "Blue Tounsm" slightly
outpertormed "Vipassana· as the top
perform.ng message_
900
t 800 r 100
t GOO
t soo
400
300
200
100
0
..
Track unique conversion
paths your audience took on
their way to booking
confirmation.
Below is sample report that shov.~ the
relationshiP each paid med1um had for
total convers1ons
2. :(\)Rich
3. f<:> Standard Ocsplay ) [ CliCk Tracker J
4. , Click Tradl "3]
6. ~~c:k Tracbr .:-4 D
6. 0
9.
)
Tolal ~nwrslona .J,.
t,G74
616
56f
429
223
1t4
iSS
131
12t
98
v&tr..l b d cars a EXPERIENCES FOR MANKIND
Confidential -EXPERIENCES FOR MANKIND
V!Slr.. ~carlsbad
What is our purpose ?
To connect, create meaning, discover purpose and delight your audience.
Confidential -EXPERIENCES FOR MANKIND
What is our purpose?
Purpose is what drives us -and helping you to find yours. 0
Brands that fulfill their purpose propel the future.
We help brands connect with and live up to their purpose. We are a team of
storytellers, dreamers and innovators who believe great change begins with a
single, personal connection. We fuel those connections using deep industry
insight and analytics to transform your business goals into meaningful end-to-end
experiences worth sharing
0 It 1s th1s 1dea of purpose dnven market1ng that has become a catalyst for
change w1th1n brands l1ke The M1rage Hotel and Cas1no Las Vegas
Confidential -EXPERIENCES FOR MANKIND
Our Core Service Offerings
It takes a village to create the experiences we do.
l3 Retail Services
To stay competitive, brands must engage
shoppers in conversation, pique their interest,
make them curious, and connect with them in
the right places at the right times. We have re-
envisioned the retail experience for some of the
top brands in the US.
Technology Services
We stay ahead of the curve through our
knowledge trust which includes insights from
top platforms, strong media partnerships and
an analytics background. We know what
good results are -and how to make them
great.
Our Services
Full Service is a big promise for an agency to
own up to but at EFM we have the in house
capabilities, expertise and innovation to keep some
of the top brands in this world on top.
In an ever changing marketplace, we refile silo'd
paths and multiple touchpoint -we prefer a holistic
approach to connecting users with brand in the
ways they expect to and helping brands live
up to their promises and purpose.
Confidential -EXPERIENCES FOR MANKIND
0
Creative Services •
Our award winning creative goes beyond
just being pretty to look at , we capture users
and delight their senses. We tell stories,
augment perceptions and drive urgency
Digital Services a
We don't build sites for brand within the
digital space. We build the digital space
around a brand. We think of the esoteric
nature of a brands consumer and refine what
that journey should include.
Our Portfolio 0 We only work with those who believe what we believe.
SONY ASTROGLIDE
• LEAN IN
LACOSTE
Confidential -EXPERIENCES FOR MANKIND
Our Experience
Experiences For Mankind -Agency of Record
Confidential -EXPERIENCES FOR MANKIND
The Mirage Hotel and Casino
Soup to Nuts -And Then Some
Agency of Record
In 2012, The Mirage Hotel and Casino named Experiences For Mankind their agency
of record. To date, EFM has touched every piece of the property both internally and
externally. Also to date EFM was named Media Agency of Record and has
successfully planned and purchased media (with great results) for The Mirage.
£ Pnor to engag1ng EFM for med1a serv1ces the largest amount of med1a
7 spend for The M1rage was m trad111onal pnnt and out of home
'
Confidential -EXPERIENCES FOR MANKIND
Showcase of Mirage Work
Confidential -EXPERIENCES FOR MANKIND
The Mirage Las Vegas
Conversion Rate Increases Year Over Year
CONVERSION RATE
The Power of a Qualified User 0 2014 0 2013
The conversion rate for mirage.com showed significant gains YOY in 2014. In
July and November, The Mirage had the highest conversion rate of the MGMRI
luxury set. These increases showcase that the guided path we have built for
users effectively delivering a qualified user once they are ready to make a
purchase decision, thus decreasing overall site traffic visits and increasing site
conversion.
1%-------------------------------------------------
a 66% increase in online conversion for Room Revenue in 2014
a Average conversion rate for 2014 was 1.24%
a New conversion methods, developed by EFM, attributed to these larger lifts
a By focus1ng our efforts on qual1f1ed users and track1ng them online we
were able to ta1lor our med1a to garner more of a return from our
placements and spends JUL AUG
Confidential -EXPERIENCES FOR MANKIND
SEP OCT NOV DEC
The Mirage Las Vegas
Room Nights and Average Daily Rate Increases
220 ... 16000
165 12000
110 8000
55 4000
Jul Aug Sep Oct Nov Dec
Confidential -EXPERIENCES FOR MANKIND
How Are We Doing This Year
A look at the YOY YTD performance for Media
Year Over Year Results -via EFM
The Mirage was on a steady decline and in choosing EFM made a shift to a largely
digital plan . By spending their budget more efficiently, creating the right story and
assets to support it, as well as continually optimizing a qualified user to our need
periods, thy have experience substantial results and their growth only continues
upward.
2012
Stagnant Growth
Mirage Revenue YTD YOY growth
was less than 1 0% -and was the
lowest in the MGMRI set
2014
All On and All Works
The Mirage fin ished at the top of
MGMRIIuxury set, and saw
significant YOY growth via the
efforts of EFM
2013
Rebuilding Year
Moving to a digital landscape, they
immediately saw impact, but also
needed the right assets to go
forward.
2015
Explosive Growth
2015 plans to be the best year yet
for The Mirage as we are already
trending ahead against the
properties ROI goals, as well as
more than double conversion for
room and ticket revenue
Confidential -EXPERIENCES FOR MANKIND
How Are We Doing This Year
A look at the YTD performance for Media
Average Expense to Revenue for
Mirage Paid Search
Average Expense to Revenue for
Display Efforts for The Mirage.
$729K
Current amount of revenue
provided to The Mirage from Paid
Search to date in 2015
Current amount of revenue
provided to The Mirage from
Display Media efforts in 2015
Confidential -EXPERIENCES FOR MANKIND
$529K
Visit Carlsbad Funnel Approach
Building an audience, guiding them to conversion and WTF
Confidential -EXPERIENCES FOR MANKIND
Consume r Funne l Approach
Guiding their journey and building a path to conversion
Planning
In this phase we engage users with
content and ideation of what they could be
doing in Carlsbad and encourage them to
mentally plan a trip -considering all of the
options and attractions. This is phase is to
draw engagement and intent to purchase
Engagement
Confidential-EXPERIENCES FOR MANKIND
Awareness
Top of the funnel. The goal is to increase
the audience size and to test what will
1.::---draw them to engage or consider Visit
Carlsbad as a travel destination or booking
option.
Conversion
The sole focus of this portion of the funnel
is to drive conversion and booking
opportunities. All ads will include book
now messaging and drive rates and sense
of urgency.
Holistic Outlook
Taking into consideration all of the user paths to site
Social Media '--------0 Display
..__Em_ail _____.I 0
c____ _ _____.l ,-----------" ~ _organic Search . o-----J Visit Carlsbad
Mobile
Site Direct
~--P-ai_d_Se_a_rc_h __ ~l o----~ Referral
Confidential-EXPERIENCES FOR MANKIND
Brand Is Where We Begin .
Building awareness around Visit Carlsbad
/
Awareness
Confidential -EXPERIENCES FOR MANKIND
Getting The Plan Together.
Leveraging the power of engagement to drive planning and intent
/
-$-
Planning Engagement
Confidential -EXPERIENCES FOR MANKIND
Sealing The Deal. 0 Capturing qualified users who are ready to convert
/
Purchase
Confidential -EXPERIENCES FOR MANKIND
Proposed Media Mix
How do we balance our media for ideal performance.
Media Mix for ROI KPis
Experiences For Mankind is putting the most media weight behind paid
search as it works within all three sections of the funnel and has the
most opportunity to be effective and flexible in driving ROI.
Display is the second largest as it will help get more people into the
funnel and allow us to then track their activities and retarget them with
more relevant messaging.
Finally, social media and email comprise 20% of the mix as they are
primarily used for engagement tactics and ROI testing.
Pa1d Search 1s not only the best for ROI C' track1ng. but also for affect1ng shoulder penods
-as needed
Confidential -EXPERIENCES FOR MANKIND
How will this work?
Media Planning, Launch and Optimization Process
Confidential -EXPERIENCES FOR MANKIND
It all begins with creating a solid plan.
We define success early on - then weigh everything against it.
Media Brief Creative Development
··-------~~-~----------41t~-------
KPI Established Proposal and IO's
Planning
Confidential -EXPERIENCES FOR MANKIND
Pol ish Both Sides Of The Table
Bringing media to life, launching it and confi rming it is LIVE
Quality Assurance Feedback
Technology Services Confirmations
Launch
Confidential-EXPERIENCES FOR MANKIND
Getting To The Conversion Of It All
Driving towards a conversion and gathering the insights around them
Conversions
Data Gathering
Daily Check Review and Reporting
Confidential -EXPERIENCES FOR MANKIND
The Optimization Station
Using our 4 step optimization methodology we drill in.
Fl ighting and Budget Updates
Performance Reviews Data Share
Optimizations
Confidential-EXPERIENCES FOR MANKIND
Results and Reporting
Monthly Campaign Insights and Action Planning
Final Results and Campaign Review
The final result of our efforts are provided in monthly
reporting recaps that showcase how each portion of the
funnel has performed. At this time we provide tracking
on our goals for the fiscal results, as well as provide
proposals of how performance could be enhanced -if
that is needed.
Results
Confidential-EXPERIENCES FOR MANKIND
Pricing Options
Confidential -EXPERIENCES FOR MANKIND
Pricing
Breakout of Fees By Experiences For Mankind
<I>
Media Fees-$130,000 Creative Fees-$127,450 Strategy Fees-$47,750 Agency Fees -$9,000
Total Budget -$314,200
Confidential -EXPERIENCES FOR MANKIND
Pricing
Breakout of Fees By Experiences For Mankind
<I>
Media Fees -$90,000 Creative Fees-$99 ,950 Strategy Fees -$52 ,750 Agency Fees-$9,000
Total Budget-$251,650
Confidential -EXPERIENCES FOR MANKIND
Q&A
Thank You For Your Consideration.
Confidential -EXPERIENCES FOR MANKIND
Civi ian·· I
Annie Cornetta
Account Supervisor
The uncommon agency
for the common good.
t. 619.717.8101 c. 303.564.6330 e. Annie@Civilian.Agency
DESTINATION DATA
Request for Proposal for Visit Carlsbad's digital marketing,
social media, and site maintenance.
TEST MARKETING PLAN
-Goal
-Objectives
-Strategy
-Key Performance Indicators
APPROACHES & METHODOLOGIES
-Data to Purchase
-Digital Activity Profile
-Sample Tactics
TRANSITION PLAN & ACCOUNTABILITY
-Proposed Transition Rollout
EXPERIENCE WITH PREMIERE U.S RESORTS AND DESTINATIONS
db
CITYCENTER
Trisha Blake
Managing PartnerN P, Media Strategy
10Years
~]
MGM RESORTS
llfl'EfiKATIONAl•
Lex Matteini
Strategic Planner
8Years
AMERiCAN
NORTWSTAR. HAWAI·I· CAlL f F 0 ltH t A
"-W.."Sioo.W.. CRUiSEs·
HAKKA S AN
GROUP
Bianca Chan
Director of Digital Marketing
6Years
..,
NEVADA A WORLD WITHIN. A STATE APART.
Annie Cornetta
Account Supervisor
7Years
T R UMP
I"'; It It 'I\ 110' .\I I Ill I
Carlsbad
Test
Marketing
Plan
OBJECTIVES
GOAL
Test, measure messages & apply
rea l-time data to >conversion, >ROI
STRATEGY KEY PERFORMANCE
INDICATORS
........ ........ ........ ........ ....... ...... ...... ......
IIIII I
OBJECTIVES
-Exceed +4.3°/o reg'l market growth
-Exceed competitive set 70°/o
annual occupancy rate
-Exceeding 70°/o requires increasing
shoulder season from 62.6°/o
ave. occupancy to 66°/o
Increased Number of Rooms Booked, By Month September-March
Month AddiUonal Rooms Booked (+5.4'!1. incr.) I I Nights AddiUonei Rooma Night& Booked
September 164 30 4620
October
~
December
January
February
March
150 31 4660
143 30 4290
123 31 3813
138 31 ~278
164 29 4466
178 28 4984
Monthly goals to achieve 66°/o occupancy
in shoulder season
STRATEGY
Who is the target?
What are their travel preferences?
How do their preferences align with what Carlsbad offers?
How do we leverage what "Carlsbad" brings to mind?
Upscale travel preferences and trends, 2014-15:
-Culinary travel
-Health, wellness, self-improvement activities
-Living like a local
-Adventure travel ("bucket list travel")
-Inter-generational travel
-Environmental/sustainable travel
SHOULDER
PRIZM
SEGMENTS
UPSCALE
TRAVEL
TRENDS
CARLSBAD SEPTEMBER· MARCH APPEALS
~
Rapid A vs. Rapid 8 Testing
PRIZM SEGMENTS
Upper Crust
Money & Brains
The Cosmopolitans
Bohemian Mix
Upper Crust
Home Sweet Home
Other/Aggregate
Traditional Times
Home Sweet Home
Other/Aggregate
The Cosmopolitans
Bohemian Mix
Other/Aggregate
Carlsbad Shoulder Season Leisure Travel Promotional Strategy
Testable Calendar of Themes for Digital Media Offers/Promotion
September October November January February March
Fine Dining & Outdoor Activity
Bohemian Christmas Blue Tourism
Vipassana
Winter Glamping
Big Bloom Theory
...
I • . . ' . .., !
KEY PERFORMANCE
INDICATORS
Sept-Oct:
>5.4% increase in open & click rates, conversions
>9,720 room nights
Identify most efficient, effective executions with greatest ROI and appeal/pull among selected PRIZM segments
Nov-Jan:
>5.4% increase in open & click rates, conversions
>12,381 room nights
Identify most efficient, effective executions with greatest ROI and appeal/pull among selected PRIZM segments
Feb-Mar:
>5.4% increase in open & click rates, conversions
>9,450 room nights
Identify most efficient, effective executions with greatest ROI and appeal/pull among selected PRIZM segments
All Adults
Internet Location
Accessed Most Often
164
Allpono .-. • 160 ,,.,,
Hotel•
Digital Activity Profile
Internet at Home: Usage Access
\I
El , ..
Tetevlolon ~O<TII>Iet Ccm!>ule<
146 127 125
Mobile Segment Composition
I s .. ~ro Plan'*' I Mobi" Prof ... l.w.j•
Mablrd
I Pr-vnwllc Adopter.
Social ConMCtO,.
I Do Nol Own C.tlllhon. • 145 Smartphone Activity Index -1 143
R..tourontt
127
School
1it 109
Home
i *87
Ubrery
c_. o--... ~ ...
·htlc:IIIIIIMtl»>~from31meo P~nwyt.,......,._..,..Withc.Aim.
'"" ~ 01111 (JOIW'It bHJW J t Plt)tedlone .. •-'Y Lnlllotll8 UM wah caiiOI'\
---
Dynamic Creative Optimization
• 70/30 Split in Shoulder to Peak Season
• Plan A -$250,000
-Impressions 5,000,000
-Conversions to Site 500,000
,-.;,~ •4j' '""'-
-Referral Traffic -5,000
Paid Media $166,000 $133,400 $299,400 67%
Media Management $17,100 $17,100 $34,200 8% -CRE Estimator -$750,000
Project Management $9,000 $0 $9,000 2%
Analytics & Reporting $4,500 $4,500 $9,000 2%
Creative Development $13,500 $13,500 $27,000 6% • Plan B -$200,000
Content Development $4,500 $4,500 $9,000 2%
Website Maintenance $6,000 $0 $6,000 1% -Impressions 4,000,000
Social Media Marketing $12,000 $12,000 $24,000 5%
Email Marketing $9,000 $9,000 $18,000 4% -Conversions to Site 400,000
SEQ $6,000 $6,000 $12,000 3%
Hosting $2,400 $0 $2,400 1% -Referral Traffic-4,000
TOTAL BUDGET $250,000 $200,000 $450,000 100% -CRE Estimator -$600,000
Converstion
Rate
Estimator Programmatic
Display
I
' I
Hotel H1 Confirmation Page,
Tracking Pixel
$$$
-
Native Email Marketing
VisitCarlsbad .com
Hotel H2 Confirmation Page,
Tracking Pixel
Social Media
Hotel H3 Confirmation Page,
Tracking Pixel
-Timeline to complete transition
-Partner with M i ndgruve & Client
-Clear outline of exiting agency deliverables
QUESTI ONS & ANSWERS
n-lANK YOU
f ~' -~·t
r~ ,
\. ~ . #'~,.:~
TEN PINE, FIR, ORCEDAR TREES
WILL BE PLANTED BY
THE ARBOR DAY FOUNDATION
IN THE TAHOE NATIONAL FOREST
IN HONOR OF
VISIT CARLSBAD
THIS GIFT IS IN CELEBRATION OF
CARLSBAD TOURISM
AND WAS MADE POSSIBLE BY
TOWER33 DIGITAL, INC.
"He that plants a·tree loves others beside himself." -Tbomas Fuller
The trees planted for you are an act of optimism and kindness,
a labor of love, and a commitment to stewardship.
@?)Arbor Day Foundation•
I Gary Ware
-~
TOWEK 33 VP of Digital Strategy
760 845.0100 xl 04
gary@tower33.digital
http://tower33.digital
TOWE~33
Anthony Miller \
Chief Executive Off1cer
760.845.0100 x1 01
anthony@tower33.digital
http//tower33.digital
828 N. Coast Highway 101 Suite C Encinitas. CA 92024 828 N. Coast Highway 101 Suite C Encinitas, CA 92024
• Meet The Clarks
• Leveraging Digital
• Budget
• Capabilities
• Project Experience
• Case Studies
• Q&A
Vrsit Carlsbad Webs1te and MtJrketmg P10posal Pretientat:o~: Index 3
V1s11 Carlsbad Webs1te ;.md Morket1ng Proposal Present~t101
Search engines and YouTube are top online
sources of inspiration
•••
Search engines 61%
Travel rev1ew sites/apps 42%
Desnnat1on-spec1fic s1tes/a pps 31%
Dally Deal sites/apps 27%
•source 2014 Google Travelers Road to DeciSIOn
Vrsrt Carl•bad Websrte and Marketing Proposal Presenta\lon
Meet The Clarks
-Married
-2 Kids
-1 OOk+ HHI
The Clarks are beginning
their search for new
beach destinations in
Southern California.
They live within driving
distance of Southern
California and travel
multiple times per year
with the family.
The kids are heavily
involved in the research
and decision.
MeetThe Clarks 7
During inspiration it's critical
to get The Clarks to begin
researching and considering
Carlsbad.
• Use programmatic display to
target potential travelers.
• Utilize soft call to actions
such as travel guides &
creating new resources to
capture emails to the
database.
• Develop email and social
messages to continue the
conversation.
• Use video and imagery to
create desire for Carlsbad and
its attractions.
Stage 1 ·Inspiration 9
Search engines are among the most popular
online planning sources for travelers,
particularly among leisure travelers
Leisure Business
57% 64°/o
"source 2014 Google Travelers Road to Dec/stan
Vtstt Carlsbad Webstte ar J Markettng Pro1 osal Presentat101
The Clarks have found through
inspiration, 4 potential
destinations;
Huntington Beach, Carlsbad,
Newport Beach and Santa Barbara.
Keep The Clarks on track with
Carlsbad by being present when
and where they're looking and
offering value when they're in need.
• Create and provide content around
experiences, through social and
email channels.
• Reinforce content in paid media,
remarketing and content
distribution.
• Leverage organic search to continue
expanding the net of Visit Carlsbad
and showing brand authority.
Stage 2 -Research 1 1
V1s1t Carlsbad Webs1te and Market1ng Proposal Presentation
The Clarks are ready to book.
Through all of their research, our
scenario shows how Tower33 can
help Carlsbad win the travel
consideration by providing value,
answering questions and being a
resource on why Carlsbad is the best
Southern California destination.
• Highlight deals and partnering hotels
• Trip planners and booking engines
• Paid search and email showcase
timely offers and incentives.
• Website offers resources for planning
and booking.
• Analytics integrated for visibility into
final conversion action.
Stage 3 • Booking 13
The final communication opportunity
for Visit Carlsbad is to continue
offering resources for travelers while
on vacation in the city. Being this
travel partner will continue to increase
brand impression and returned
visitation.
• Be present in organic results for local
attractions and businesses
• Utilize local partnerships to provide up-
to-date experiences
• Presence in social media to answer
questions along with real-time events
and news
• Ongoing surveying of database and
how Carlsbad can continue to be
viewed as a premier destination
V1s1t Carlsbad Webs1te and Marketing Proposal Presentation
SOW Breakdown
·Paid Media
-Design and Install New Creative
-Update Advertising Accounts
-Optimize Targeting Criteria
·SEQ
-Research for Targets
-Optimize On-Page Optimization
-Build Credible Site Authority
• Social Media
-Update for Consistent Messaging
-Create Monthly Content Calendars
-Distribute and Engage with Audience
• Email Marketing
-Strategize Automation Opportunities
-Create Ongoing Newsletter Concepts
-Track and Manage Auto & Recurring
• Content Marketing
-Create Content Road Map
-Develop Content Calendar
-Define Distribution Efforts
SOW Breakdown 16
Scope of Services
Display Media $124,240
Paid Search Medda $32,760
PAID MEDIA SUBTOTAL $157,000
Paid Media Management (1 2 Hrs/month ) $18,000
Social Media (12 Hrs/month) $18,000
Content ( 18 Hrs/month) $27,000
Email (10 Hrs/month) $15,000
SEO (10 Hrs/month) $15,000
AGENCY SERVICES SUBTOTAL $93,000
TOTAL SPEND $250,000
Vtsit Carlsbad Webs1te ana M<Jrketmg Prupos.JI Pre~e.lt,ltJOil
Scope of Services
Display Media $220,500
Paid Search Media $58,500
Content Distribution I Paid Social $21,000
PAID MEDIA SUBTOTAL $300,000
Paid Media Management (20 Hrs/month) $30,000
Social Media (20 Hrs/month) $30,000
Content (30 Hrs/month) $45,000
Email (20 Hrs/month) $30,000
SEO (10 Hrs/month) $15,000
AGENCY SERVICES SUBTOTAL $150,000
TOTAL SPEND $450,000
Vtstt L.attsbad Webs1te a1 d Marketmg Pruposal rJresentat;oJ
Total Budget
Total Budget
Option 1: Budget $250,000
• Advertising Cost
-Display -49.6%
-Paid Search -13.1%
• Paid Media Management -7.2%
• Social Media Management -7.2%
• Content Management -1 0.8%
• Email Marketing -6%
• Organic Search/SEQ -6%
The primary shift in distribution on
this outline was to flip search ads
with display ads. This will allow for
better audience targeting, rather than
generally targeting search terms, we'
II focus on targeting the specific
personas.
Option 2: Budget $450,000
• Advertising Cost
-Display -49%
-Paid Search -13%
-Content Distribution/Social -4.6%
• Paid Media Management -6.6%
• Social Media Management -6.6%
• Content Management -10%
• Email Marketing -6.6%
• Organic Search/SEQ -3.3%
Two slight modifications were made to
the 450k budget, one was to include
budget for the distribution of content
through paid social, second was to leave
SEQ at the same level as the 250k
program due to the increased focus on
content and distribution being a
supporting SEQ factor.
• Transition & Onboarding
-Accounts
-Access
-Planning
• Low Hanging Fruit
-Analytics Tracking
-Email Automation & Content
-Paid Search Updates
• Next Steps
-Outline Q3 & Q4 Tasks
-Kickoff Introductions
-Begin Tactical Execution
Budget 17
Budget 18
Expectations 18
TOWE~33
Vis1t Carlsbad Webs1t~ c11 d M;Jrket1ng Proposal PresePtat1on
Tower33 Digital has core in-house
competency for the following channels:
• Paid Media & Display
• Social Media Marketing
• Content Strategy
• Content Development
• Content Distribution
• Organic Search
• Email
• Design
• Web Technology & Development
Additional services not referenced in our
marketing proposal:
• Web Design
• Web Development
• Video
• Analytical Integrations
-Phone
-CRM
-Cost Data
Capabilities 20
Harratis
~ow-
SOUTHERN CALIFORNIA
Vi ~1t Carlsbad Webs1tt: aHJ ~arketmg Propusal P1esent:tt 1
PFC
F I TNESS CAMP
Vrsrt Carlsbad Websrte and Markellng Proposal Presentatro11
Holiday Inn
...._,_
.r·-~
PAC riCA
HOST HOTELS
SEAPORT VI LLAGE
WOLF
GANG
PUCK
Current Highlights
• June 2015 YaY Sitewide
-Increased Revenues 67.64%
-Improved Site Conversion 26.34%
• June 2015 YaY Paid Media
-Decreased Spend 10.86%
-Increased Revenue 8.36%
• June 2015 YaY SEQ
-Increased Conversion 20.41%
-Increased Traffic 31.29%
-Improved Conversion Rate 40.52%
Industry Experience 22
Case Study· PFC 22
Reliant
FUN DIN G GROUP
J s1t ( arlsbad Web<;;l1~ ..JHcl 'v'tarket1ng P10posa1 f-lle'3f'nt.1t u1
Current Highlights
• Exceed monthly lead target & achieve
target CPA within three months
• Month over month lead volume grown
driving 600+ leads/mo. Up from 400/mo
Case Study -Reliant Funding 26
Vistt Carlsbad Websrte dl d M,.rketmg Proposal Presentalron
Current Highlights
• Grew Facebook fans for Dive Dayclub page
to 13,000+ in three months
• More than 2,000 photos and videos
uploaded by guests using the #DiveDayclub
hashtag on lnstagram.
• Dive received over 45 five-star reviews from
Yelp Elite online influencers in the first few
months after launch
Case Study· Harrah's Resort 28