HomeMy WebLinkAbout2020-06-16; City Council; ; Economic Recovery and Revitalization Initiative Joint Marketing PlanCA Review CKM
Meeting Date June 16, 2020
To: Mayor and City Council
From: Scott Chadwick, City Manager
Staff Contact: Laura Rocha, Deputy City Manager, Administrative Services
laura.rocha@carlsbadca.gov, 760-602-2415
David Graham, Chief Innovation Officer
david.graham@carlsbadca.gov, 760-434-5992
Subject: Economic Recovery and Revitalization Initiative Joint Marketing Plan
Recommended Action
Adopt a resolution approving the Carlsbad is Calling business promotion and tourism marketing
campaign and authorizing the city manager to negotiate and execute an agreement with Visit
Carlsbad for implementation services in an amount not to exceed $250,000.
Executive Summary
The City Council approved the Economic Recovery and Revitalization Initiative on May 5, 2020.
It included $250,000 for a joint marketing plan to be developed by the City of Carlsbad, the
Carlsbad Chamber of Commerce, the Carlsbad Village Association and Visit Carlsbad.
The city and its partners created Carlsbad is Calling, a business promotion and tourism
marketing campaign for economic recovery designed to draw attention to open businesses and
activities. The targets include local and regional residents, Carlsbad businesses that would like
to host corporate meetings and travelers within easy driving distance. The Ad Hoc City Council
Economic Revitalization Subcommittee recommends the City Council approve this campaign
approach.
Under Carlsbad Municipal Code 3.28.060, the city would ordinarily solicit bids or proposals for
the services necessary to implement the campaign. However, the City Council has the discretion
under Carlsbad Municipal Code Section 3.28.110(N) to dispense with the solicitation of bids and
proposals when doing so would be in the city’s best interest. Staff recommends the City Council
exercise this discretion in this instance and authorize the city manager to negotiate and execute
an agreement with Visit Carlsbad for implementation services in an amount to exceed
$250,000.
Contracting with Visit Carlsbad to provide the implementation services would be in the city’s
best interest because the campaign employs tactics that are consistent with successful
marketing campaigns Visit Carlsbad has implemented in the past, with a combination of digital
marketing, print and television ads and other advertising methods. In addition, with Visit
June 16, 2020 Item #10 Page 1 of 14
Carlsbad leading the development and implementation of the campaign, the city has reduced
campaign development and overhead costs, which are estimated to be approximately 8%-12%
of the overall campaign budget.
Discussion
Background
The COVID-19 health emergency has had a significant impact on businesses in Carlsbad. Many
shut down due to the stay-at-home order and those that remained open were required to
modify operations.
Restaurants, retail and hospitality businesses that anticipate a surge of customers during the
peak travel season in the summer months must contend with modified operations and reduced
visitors. There is uncertainty regarding the level of tourism Carlsbad will have because of the
lingering impacts of the pandemic.
The loss of revenue due to the stay-at-home order, the cost of modifying operations to reopen
and the shortened travel season are hitting businesses hard. Carlsbad businesses have taken a
measured approach to reopening, in keeping with state and county regulations. Restaurants
have resumed modified dine-in operations and, as of June 12, 2020, establishments that serve
alcohol but not food, such as brewpubs, breweries, bars and wineries, can operate consistent
with state guidance and county regulations.
In the hospitality industry, hotels and other visitor-serving accommodations were restricted to
serving workers deemed to be essential to the state’s critical infrastructure. Some hotels
voluntarily closed all operations. As of June 12, 2020, hotels and other visitor-serving
accommodations are no longer restricted to only serving essential workers. With the loss of
revenue and required operational modifications, businesses are having to make tough decisions
about business promotion.
Recognizing the public interest in supporting economic recovery, the City Council approved the
development of a joint marketing plan by the city, the Carlsbad Chamber of Commerce, the
Carlsbad Village Association and Visit Carlsbad, as mentioned above. The result of that
collaboration is Carlsbad is Calling, a joint business promotion and tourism marketing campaign
for economic recovery (Attachment 2).
Carlsbad is Calling Campaign
Creating a unified marketing campaign that supports business promotion and tourism is an
efficient use of resources that benefits the public by stimulating consumer activity and tourism.
It also provides a messaging platform that can be amplified by our businesses, business
organizations, tourism industry and Visit Carlsbad.
The main goal of the campaign is to draw attention to Carlsbad businesses and visitor-serving
opportunities. A well-designed campaign, focused on local and regional residents as well as
travelers within driving distance, can accelerate economic recovery. More than an attempt to
draw visitors, this campaign is designed to encourage shopping and tourism from locals as well
as those who are not from the region. The concept speaks not only to an economic recovery,
June 16, 2020 Item #10 Page 2 of 14
but to the collective commitment our community has to recovery. There will be a focus on
businesses and activities that are available to newly traveling consumers as things open up,
encouraging activity and purchases. It will also promote a message of safety and cleanliness,
pointing out Carlsbad’s many open spaces and its distance from a large urban center to
alleviate potential fears about the pandemic. The goal will be to encourage both local
customers and people within driving distance to return to Carlsbad’s reopening businesses.
The campaign’s umbrella concept is “Carlsbad is Calling,” which is designed to speak to locals
and visitors alike. It will highlight the facts that Carlsbad is one of Southern California’s prime
destinations for people to live and visit, with world-class beaches, tranquil retreats and
internationally inspired restaurants as well as breweries, shops and cultural institutions.
Promoting an experience that includes makers, independent boutiques, charming shopping
experiences and one-of-a-kind offerings will support businesses of all sizes.
The program, working in conjunction with the Carlsbad Village Association and the Carlsbad
Chamber of Commerce, will also bring attention to the city’s small businesses.
The messaging will focus on five areas:
Lodging
Activities and things to do
Restaurants
Shopping and retail
Outdoors
Special care will be taken to ensure the campaign promotes reopened businesses while
encouraging bookings, reservations, ticket purchases and retail purchases. There will be no
promotion of activities and business that are not allowed by the state and county. The
campaign will be consistent with the responsible reopening message that the city has
consistently stressed.
Local Southern California markets are expected to rebound quicker than larger destination
markets as people will feel more comfortable traveling locally, driving and avoiding airline
travel. For areas such as Los Angeles and Orange counties, the rest of San Diego County and the
Palm Springs region, a trip to Carlsbad presents an attractive getaway. In the near-term, the
drive market may extend as far as the Bay Area and Northern California to the north and
Arizona to the east. The campaign will have a hyperlocal focus on Carlsbad and directly adjacent
areas. Whether it is a “support local” initiative and exploring in your own backyard, or an
increase in demand for regional and drive market travel; Carlsbad is well positioned with its
Southern California location to attract travelers in California, across the West Coast and in
Arizona.
Corporate meetings and group sales are an important revenue stream for hotels and businesses
with the right facilities. Encouraging our local companies to book events in Carlsbad rather than
outside of the city will be another facet of the campaign. The city, local businesses and business
June 16, 2020 Item #10 Page 3 of 14
organizations will coordinate their efforts through this campaign to keep corporate event
dollars local.
The Carlsbad is Calling campaign is slated to start in June and run five months, ending in
October. This effort is timed to be a strong kick-off to recovery with additional marketing from
Visit Carlsbad kicking in as the recovery progresses. The stakeholders that developed the
campaign will assess the effectiveness of the campaign while it is being implemented and Visit
Carlsbad will provide monthly reports to the city.
Visit Carlsbad
Visit Carlsbad is a non-profit 501(c)6 that the Carlsbad Tourism Business Improvement District
contracts with to provide tourism marketing services for the city. Staff believes Visit Carlsbad is
the right partner to implement this campaign and is a cost-efficient approach. The organization
Visit Carlsbad has shown proven results over the years, with creative campaigns that span the
advertising spectrum. Its 2019 integrated spring advertising showed fantastic results and
returns, with leisure occupancy up 14% from the previous year during the campaign. That
campaign helped attract an estimated 3.59 million visitors to Carlsbad.
Some of those results based on an ad effectiveness study were:
A 58:1 return on investment
Total destination impact of 8.8 million visitors
16,200 incremental trips to Carlsbad generated
Total room revenue generated during campaign of $1.5 million
Cost to reach per household of only 9 cents
Visit Carlsbad produced this campaign completely in-house with minimal outside assistance, as
it is willing to do for the Carlsbad is Calling campaign.
Visit Carlsbad has budgeted $250,000 for digital marketing efforts for fiscal year 2020-2021.
Slow revenue in the beginning of the fiscal year may impede initial marketing plans, but the
Carlsbad is Calling campaign is intended to provide a boost to tourism that will help with a more
rapid recovery. This will allow Visit Carlsbad to continue marketing efforts beyond the duration
of the city-funded campaign.
Fiscal Analysis
In keeping with the Economic Recovery and Revitalization Initiative approved by the City
Council, $250,000 from the $5 million set aside for the initiative will be used to fund the
implementation of the Carlsbad is Calling campaign.
Next Steps
Upon approval of the Carlsbad is Calling campaign and the successful negotiation and execution
of an agreement between the city and Visit Carlsbad, Visit Carlsbad will begin implementation
of the Carlsbad is Calling campaign. The city, Carlsbad Chamber of Commerce, Carlsbad Village
June 16, 2020 Item #10 Page 4 of 14
Association and Visit Carlsbad will coordinate on implementation and reporting. Visit Carlsbad
will provide monthly reports to the city on the implementation of the campaign.
Environmental Evaluation (CEQA)
This action does not constitute a “project” within the meaning of the California Environmental
Quality Act under Public Resources Code section 21065 in that it has no potential to cause
either a direct physical change in the environment or a reasonably foreseeable indirect physical
change in the environment and therefore does not require environmental review.
Public Notification
Public notice of this item was posted in accordance with the Ralph M. Brown Act and it was
available for public viewing and review at least 72 hours prior to scheduled meeting date.
Exhibits
1. City Council resolution
2. Carlsbad is Calling: A joint business promotion and tourism marketing campaign for economic
recovery
June 16, 2020 Item #10 Page 5 of 14
RESOLUTION NO. 2020-117
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARLSBAD,
CALIFORNIA, APPROVING THE CARLSBAD IS CALLING BUSINESS
PROMOTION AND TOURISM MARKETING CAMPAIGN AND AUTHORIZING
THE CITY MANAGER TO NEGOTIATE AND EXECUTE AN AGREEMENT WITH
VISIT CARLSBAD FOR IMPLEMENTATION SERVICES IN AN AMOUNT NOT TO
EXCEED $250,000
EXHIBIT 1
WHEREAS, on March 4, 2020, the State of California declared a State of Emergency as a result
of the spread of COVID-19; and
WHEREAS, the Health Officer of the County of San Diego issued an order requiring people to
remain in their homes or place of residence except for employees Gr customers traveling to and from
essential businesses or activities; and
WHEREAS, the State of California and County of San Diego now allow for the reopening of some
businesses consistent with the California Resilience Roadmap and County public health order; and
WHEREAS, food and beverage establishments, nonessential retail, and other visitor-serving
businesses have experienced significant economic impact; and
WHEREAS, sales tax and transit occupancy tax are estimated to constitute approximately one-
third of the City's FY 2019-2020 revenues; and
WHREAS, promoting locally reopened businesses and attracting tourism is important to
economic recovery which in turn supports city revenues and benefits the public; and
WHEREAS, on May 5, 2020, the City of Carlsbad approved $250,000 for the development of a
joint business promotion and marketing campaign with the Chamber of Commerce, Carlsbad Village
Association, and Visit Carlsbad; and
WHEREAS, the City of Carlsbad, Chamber of Commerce, Carlsbad Village Association, and Visit
Carlsbad collaboratively developed Carlsbad is Calling: a joint business promotion and tourism
marketing campaign for economic recovery; and
WHEREAS, the Ad Hoc City Council Economic Revitalization Subcommittee has endorsed the
Carlsbad is Calling approach; and
WHEREAS, the City requires professional services to implement the Carlsbad is Calling
campaign; and
WHEREAS, Carlsbad Municipal Code 3.28.ll0(N) allows the City Council to dispense with
competitive bidding and solicitation requirements when doing so is in the City's best interest; and
June 16, 2020 Item #10 Page 6 of 14
EXHIBIT 1
WHEREAS, Visit Carlsbad has the necessary experience to provide the required implementation
services cost-effectively; and
WHEREAS, the City Council has determined it is the City's best interest to dispense with the
competitive bidding and solicitation requirements and contract with Visit Carlsbad to implement the
Carlsbad is Calling campaign.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Carlsbad, California, as
follows:
1. That the above recitations are true and correct.
2. That the Carlsbad is Calling campaign is approved.
3. That the City Manager is authorized to negotiate and execute an agreement with Visit
Carlsbad for implementation services in an amount not to exceed $250,000.
PASSED, APPROVED AND ADOPTED at a Regular Meeting of the City Council of the City of
Carlsbad on the 16th day of June 2020, by the following vote, to wit:
AYES:
NOES:
ABSENT:
Hall, Blackburn, Bhat-Patel, Schumacher.
None.
None.
(SEAL)
June 16, 2020 Item #10 Page 7 of 14
City of Carlsbad Recovery Marketing Outline
The Recovery Campaign
The main goal of the campaign is to draw attention to the open businesses & activities available
to newly traveling consumers as things open up, encourage action & purchases, promoting
safety and cleanliness message along with open spaces and proximity away from major metro
areas to alleviate potential fears on virus related concerns, encouraging return from both drive
markets and local audiences.
Objectives: Bring awareness to reopening of Carlsbad businesses with focus on five major
pillars of tourism interests. Encourage actions: bookings, reservations, tickets purchase, retail
purchase. Ensure Carlsbad is the premier choice for Californians and West Coast Americans
returning to travel, driving revenue in a much-needed recovery period, maintaining throughout
the 2020-2021 fiscal year.
KPI’s: Measure traffic increases via web analytics; time on site, pageviews and links off to
partner business sites. Measure hotel occupancy increases and leisure/group movement via the
STR monthly reports.
Targeted audiences: Los Angeles/Orange County, San Diego (greater), Greater Palm Springs,
Hyperlocal area (Carlsbad & immediate areas). Local Southern California markets will rebound
quicker vs destination markets as people will feel more comfortable traveling locally, driving
and avoiding bigger mass transit (flights), while still being close to home. The recovery
marketplace will see an increase in “support local” initiatives and exploring in our own
backyard, and an increase in demand for regional and drive market travel; Carlsbad is well
positioned with its Southern California location to attract travelers in California and across the
West Coast.
Advertising: Advertising will use a few different messages depending on the audience and
message segment. The following advertising segments would be utilized:
•Google Search PPC & Display Network
•Digital Radio
•Video Pre-Roll & In-Page Video (internet)
•Connected TV Video (In-home)
•Display Banner Advertising / Retargeting & Remarketing
•Social Media Advertising & Retargeting
•Print Ads (Leisure & Group)
EXHIBIT 2
June 16, 2020 Item #10 Page 8 of 14
• TV Broadcast – spotlight features during morning/evening news
• Email blasts to newsletter subscribers
• Custom landing pages/website
• Blog content articles
See Attachment A for proposed media flowchart & plan.
Messaging: We will focus on five areas of focus/ messaging:
1) Lodging
2) Activities/Things to Do
3) Restaurants
4) Shopping/Retail
5) Outdoors
Key Points:
• The destination of Carlsbad is safe and welcoming travelers—it remains a charming
beachside destination offering incredible wellness, outdoor adventure, and luxury
experiences.
• As travelers look to reset and rejuvenate, Carlsbad’s marquee resorts serve as a
wellness oasis to reconnect and center as we reemerge into our day-to-day lives.
• As we look to travel together again, Carlsbad offers something for the whole family and
beyond. From surfing, hiking, and biking to incredible food, beer, and local events,
Carlsbad is a great destination for everyone.
• A quintessential Southern California beach town, Carlsbad offers a variety of incredible
experiences led by small businesses, makers, and creatives. Supporting Carlsbad
supports its community.
Campaign Umbrella Concept: “Carlsbad is Calling.”
Nestled among seven miles of pristine coastline, Carlsbad is one of Southern California’s prime
destinations offering legendary resorts, world-class spas and wellness retreats, championship
golf courses with ocean views, vibrant flower fields, family attractions and theme parks, a
bustling craft beer and culinary scene, as well as a charming downtown village. Carlsbad
revolves around unforgettable experiences in the sun and sand, at tranquil spa retreats, and
among the internationally inspired restaurants, breweries, shops, and cultural institutions.
Will you answer the call?
Learn more at CarlsbadIsCalling.com.
June 16, 2020 Item #10 Page 9 of 14
Subset Campaign Messaging Focus
Restaurants/Shopping/Retail: Shop Local/Support Local Business
You can help us recover and be part of the solution. Support our local business and let’s give
back to those in the community who are part of our own family. They have been providing for
us and now we can help provide for them.
Group Sales: Keep Meetings Local
There are many businesses who call Carlsbad “home”. Now they can help us by keeping
meetings local and support our city and hotels during this recovery time. Now more than ever,
we as a community need to come together, stand strong and stay united.
Outdoors: Wide Open Space to Escape from the Doldrum.
Carlsbad is home to seven miles of pristine beaches, the most trails in all of San Diego and a
whole lot of parks and outdoor space. Only here can you truly escape from everyone and
everything – while still enjoying the best amenities of the larger cities, only without all the
crowds.
Restaurants: Same great tastes.
Things may seem a little different, but some things like world class dining, delicious casual
eateries, spectacular offerings that make your mouth water; these things haven’t changed at
all. Your seat may be different, but your experience will still be great.
Lodging: Luxury to casual costal, Carlsbad has you covered.
We’ve all waited for this time.- to get out and get away. Carlsbad is home to amazing resort
properties and casual beach lodging. Whatever it is your looking to call home, we have it here
for your next stay.
Campaign Tentative Timing by Message Segment:
This timeline will be based on when appropriate messaging is ready to be rolled out. This will be
determined by the State, County of San Diego and City of Carlsbad allowed policy and easement
schedule and timing.
June July August September October
Lodging
Restaurants
Shopping/Retail
Outdoors
Activities
June 16, 2020 Item #10 Page 10 of 14
Ad Effectiveness Study
As an option, we can conduct an Ad Effectiveness Study post-campaign for results on how well
the advertising efforts performed. The study would report on things such as: Market Reach,
Cost Efficiency, Incremental Travel, Incremental Revenue Generated, Return on Investment,
Number of Households Reached, Incremental Room Nights, and more.
Budget Spend & Ad Deployment/Campaign Timing
The detailed budget spend of $250,000 will take place over a 5 month schedule. The monthly
budget would be broken out as follows: June $20K, July 70K, August 64K, September 49.5K and
October 46.5K. See Attachment B for complete budget breakout and timing.
Visit Carlsbad Marketing Messaging Continuation
In conjunction with the City of Carlsbad marketing funds, Visit Carlsbad has budgeted for the
2020/21 fiscal year (July 2020 - June 2021) $250,000 for their digital marketing efforts. These
funds will continue the key areas of marketing messaging and in some cases, overlap or
enhance the promotion of the five main segments, providing continued longevity to the
destination’s marketing promotions. In certain areas depending on a number of factors (current
assessments, demand, positive rebound in the market) it may make sense that some of the
marketing messaging and deployments shift from the city marketing plan to Visit Carlsbad,
allowing us to focus on other needs and potentially elongating the city marketing campaign for
a longer period of time.
See Attachment C for complete digital marketing breakout of Visit Carlsbad.
Although Visit Carlsbad has extensively budgeted out starting July 1, Visit Carlsbad realizes that
it will potentially be a slow growth period for revenues to return for their assessment, and
depending on how hotel occupancy rates progress, could hinder the onset of their projected
digital budget. However, with the city marketing efforts, we will be able to kick-off strong and
maintain market presence with the expected spends from Visit Carlsbad kicking in as market
recovery progresses.
Campaign Reporting
Reporting will be a key part of the marketing campaign, monitoring performance, reach and
other key metrics & key performance indicators. We will utilize various sources for reporting,
including Google Analytics for website traffic, STR reports for hotel data metrics, advertising
reports from vendor contracts on performance, as well as social media ad data. All of this
information will be rolled into monthly reports and will cover all the key areas of our
advertising campaign while being presented to the marketing committee and city officials.
Based on report metrics, campaigns may be adjusted or altered, to ensure the best return and
performance on each individual ad spend/product.
June 16, 2020 Item #10 Page 11 of 14
Unit Length/Size Space Deadlines Materials
Deadlines Run Dates Placement Details CPM Gross Impressions NET COST
Digital
Sojern
300x250, 728x90,
160x600, 300x600300x50, 320x50 6/15 6/25 7/1-10/1 Sojern Traveler Platform Display/Mobile: Carlsbad Intenders- Travelers who are looking to travel to SoCal, competitive conquesting, google audience and smart retargeting.$6.00 2,500,000 $15,000 $15,000
Sojern :15 or :30 sec pre-roll Video 6/15 6/25 7/1-10/1 Sojern Traveler Platform Pre-Roll Video: Carlsbad Intenders- Travelers who are looking to travel to SoCal, competitive conquesting, google audience and smart retargeting.$16.00 625,000 $10,000 $10,000
Sojern
300x250, 728x90,
160x600, 300x600
300x50, 320x50
6/15 6/25 7/1-10/1
Sojern Traveler Platform Display/Mobile: ADDED VALUE: Carlsbad Intenders- Travelers who
are looking to travel to SoCal, competitive conquesting, google audience and smart
retargeting.
$0.00 208,333 $0 $0
Pandora 300x50, 320x50 6/15 6/22 2/1-3/31 Demo Targeting: MF 30-65+; LOS ANGELES DMA, SAN DIEGO DMA; Publisher Targeting:
Pandora, SoundCloud; Content Targeting: Music $28.00 678,750 $9,500 $9,500
Pandora
Mobile Video :30 with
Standard Banner
300x250
6/15 6/22 2/1-3/31
Demo Targeting: MF 30-65+; Arizona, California, Nevada;Geo Anti-Targeting: LOS
ANGELES DMA, SAN DIEGO DMA; Audience Targeting: Leisure Travelers AND Pandora
Household Income >$100K; Publisher Targeting: Pandora, SoundCloud; Content
Targeting: Music
$32.00 890,625 $14,500 $14,500
Pandora
Mobile Display with
Standard Banner 300x250 6/15 6/22 2/1-3/31 Demo Targeting: F 30-65+; LOS ANGELES DMA, SAN DIEGO DMA; Content Targeting:
Music $8.00 375,000 $3,000 $3,000
Pandora
Mobile Display with
Standard Banner
300x250
6/15 6/22 2/1-3/31
Demo Targeting: F 30-65+; Arizona, California, Nevada;Geo Anti-Targeting: LOS ANGELES
DMA, SAN DIEGO DMA; Audience Targeting: Leisure Travelers AND Pandora Household
Income >$100K; Content Targeting: Music
$14.00 214,285 $3,000 $3,000
Pandora Display Everywhere -
non-guaranteed 6/15 6/22 2/1-3/31 Demo Targeting: MF 30-65+; Arizona, California, Nevada;Geo Anti-Targeting: LOS ANGELES DMA, SAN DIEGO DMA; Audience Targeting: Leisure Travelers AND Pandora
Household Income >$100K; Content Targeting: Music
$0.00 122,544 $0 $0
Trip Advisor 970x250, 300x600, 300x250, 728x90,
320x50, Native Mobile
6/15 6/25 7/1-10/1 Destination Content Pages - Carlsbad + Competitive Content $24.00 600,000 $14,400 $14,400
Trip Advisor
970x250, 300x600,
300x250, 728x90,
320x50, Native Mobile
6/15 6/25 7/1-10/1 Retargeting on TripAdvisor - Retarget SoCal Attractions Searchers on TA (SeaWorld, San Diego Zoo, Safari Park, Legoland, Disneyland, Universal Studios Hollywood)$17.00 500,000 $8,500 $8,500
Trip Advisor :15 video + copy 6/15 6/25 7/1-10/1 Destination Content Pages | Outstream Video (native) - California $35.00 100,000 $3,600 $3,600
Trip Advisor :15 video + copy 6/15 6/25 7/1-10/1 Drive Markets + Audience Segments | Outstream Video (native) - Family Travelers - Los
Angeles, Orange County, San Diego, Riverside, Santa Barbara DMA IP's $35.00 100,000 $3,500 $3,500
Adara Pre-Roll Video :15 / :30 6/15 6/25 7/1-10/1 Desktop/Mobile/Tablet Video Pre-roll Package: ADARA In-Market Searchers and Bookers to
Carlsbad, La Jolla, Oceanside and Encinitas + Geo-targeting + Retargeting $14.00 714,286 $10,000 $10,000
Adara Display 300x600, 300x250, 160x600,
728x90
6/15 6/25 7/1-10/1 Desktop/Mobile/Tablet Display Package: ADARA In-Market Searchers and Bookers to Carlsbad, Oceanside and Encinitas + Geo-targeting + Retargeting $6.00 2,500,000 $15,000 $15,000
Adara Display 300x600,
300x250, 160x600, 728x90
6/15 6/25 7/1-10/1 ADARA Added-value Desktop/Mobile/Tablet Display Package: ADARA In-Market Searchers and Bookers to Carlsbad, Oceanside and Encinitas + Geo-targeting + Retargeting $0.00 625,000 $0 $0
Google Display Network Standard IAB Units/Respnsive Units 6/30 6/30 6/1-10/1 Geotargeting consumers in LA, San Diego, Palm Springs who are doing Google Searches in our keyword list. Can also conquest target (ex.: searching for Santa Barbara)$0.65 15,000,000 $24,000 $24,000
SpotX Video Desktop/Mobile 6/15 6/25 7/1-10/1 RON or RON Video with Demo Targeting to Women with Children Ages 8 and Younger with
HHI $100K+, Audience Targeting to Vacation Intenders, Geo-Targeting & Re-Targeting $11.00 1,818,181 $20,000 $20,000
SpotX Video Connected TV 6/15 6/25 7/1-10/1 RON or RON Video Targeting CTV Content with Demo Targeting to Women with Children Ages 8 and Younger with HHI $100K+, Audience Targeting to Vacation Intenders, Geo-
Targeting and Geo-Targeting
$40.00 250,000 $10,000 $10,000
Social Media Ads Desktop/Mobile 6/15 6/25 6/1-10/1 Facebook / Instagram $11.00 1,818,181 $9,000 $9,000
Print
SD Tribune Half/Full Page 6/15 6/25 7/1-10/1 Sunday Print/Digital Banners $0.00 680,000 $5,000 $5,000
MICE Publications Print/Digital 6/15 6/25 7/1-10/1 Print/Digital $6.00 360,000 $10,000 $10,000
LA Times Half/Full Page 6/15 6/25 7/1-10/1 Sunday Print/Digital Banners $0.00 714,000 $5,000 $5,000
Television
Los Angeles News 15-30 second spotlight 6/15 6/25 7/1-10/1 News Partnership on-air spots morning/evening news $0.00 1,500,000 $30,000 $30,000
TOTAL $6.78 32,894,185 $223,000 $223,000
Media Flowchart
2020 City of Carlsbad Recovery Campaign
Media TOTAL COST
June 16, 2020 Item #10 Page 12 of 14
2020 RECOVERY MARKETING BUDGET ALLOCATION
June July August September October Total Allocation
CREATIVE/CONTENT
Video Assets Creation 10,000 0 4,000 0 0 14,000
Blog Content Creation 1,000 1,000 1,000 1,000 0 4,000
Digital Media Creations (HTML5 Ads)1,500 0 0 0 0 1,500
TOTAL CREATIVE COST 19,500
ADVERTISING
Google Search Marketing (PPC) & Display Network 4,000 5,000 5,000 5,000 5,000 24,000
Pandora Digital Radio (Voiceover/Video/ Display)0 7,500 7,500 7,500 7,500 30,000
TripAdvisor (Video/Display)0 7,500 7,500 7,500 7,500 30,000
SpotX Video Advertising 0 7,500 7,500 7,500 7,500 30,000
Sojern Retargeting & Programatic Display/Video Ads 0 6,500 6,500 6,500 5,500 25,000
Adara Retargeting & Programatic Display/Video Ads 0 6,500 6,500 6,500 5,500 25,000
SD Tribune Print Ads - Welcome Back 0 5,000 0 0 0 5,000
LA Times Print Ads - Welcome Back 0 5,000 0 0 0 5,000
Social Media Ad Sets (Facebook/Instagram)2,000 2,000 2,000 1,500 1,500 9,000
Los Angeles TV News (CBS/NBC, etc.) Partnership/Spotlights 0 15,000 15,000 0 0 30,000
MICE Print/Digital Adsets 0 0 0 5,000 5,000 10,000
TOTAL ADVERTISING COST 223,000
AGENCY FEES
Elevated Agency Fees PPC Search Management / Social Ads 1,500 1,500 1,500 1,500 1,500 7,500
TOTAL FEES COST 7,500
TOTALS 20,000 70,000 64,000 49,500 46,500 250,000
June 16, 2020 Item #10 Page 13 of 14
2020/21 Fiscial Year Digital Budget
Total Spend
Budgeted
Total Spend
Actual
Total Spend
Remaining
Digital Channel July August September October November December January February March April May June YTD YTD YTD
PPC Search 3500 3500 5000 4500 5000 5000 6000 6000 6000 6000 5000 5000 $60,500 $0 $60,500Digital Display Adwords 500 0 2000 2000 3000 0 3000 3000 3000 5000 4000 0 $25,500 $0 $25,500Website Development 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 4000 4300 $28,300 $0 $28,300
Content Creation 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 $12,000 $0 $12,000
SEO 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 $54,000 $0 $54,000Analytics/Reporting 300 300 300 300 300 300 300 300 300 300 300 300 $3,600 $0 $3,600Social Media Ads 1250 1250 1250 1250 1250 1250 1250 1250 1250 1250 1250 1250 $15,000 $0 $15,000
Trip Advisor Sponsorship 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 $20,000 $0 $20,000
Fees 2400 2400 2400 2400 2400 2400 2400 2400 2400 2400 2400 2400 $28,800 $0 $28,800Misc1200100100100100100100100100100100100$2,300 $0 $2,300
Total Monthly Spend $18,317 $16,717 $20,217 $19,717 $21,217 $18,217 $22,217 $22,217 $22,217 $24,217 $24,217 $20,517 $250,000 $0 $250,000
June 16, 2020 Item #10 Page 14 of 14
Zachary Markham
Chairman
Darcy Clevenger
Vice Chair
Joli Hatch
Treasurer
Fumi Matsubara
Board Member
Samantha Dean Fauce
Board Member
Heidi Willes
Board Member
Sherry Alvarado
Board Member
Jake Stipp
Board Member
Tony Tata
Board Member
Chanel Bennett
Board Member
The Carlsbad Village
Association (CVA} is a
non-profit organization
whose core purpose is to lead
the continual improvement of
Carlsbad Village by
promoting and enhancing its
business, cultural, and
community vitality, making it
a premier destination.
300 Carlsbad Village Dr.
Suite 108A #135
Carlsbad, CA 92008
760.644.2121
Carlsbad Villafe AHociation~
experience the viHaqe
June 16, 2020
City of Carlsbad
City Council
1200 Carlsbad Village Drive
Carlsbad, CA 92008
Re: Agenda Item #10
Dear Mayor Hall and City Council Members:
·o All Receive -Agenda Item # _/ _
For the lnforma\ior of the:
JYCOUNCIL i/
Oat CA V CC_
CM _ACM ~ DCM {3) ✓
On behalf of the Carlsbad Village Association, I am writing to you in support of the
"Carlsbad Is Calling" business promotion and tourism campaign, the cornerstone of
the Economic Recovery and Revitalization Initiative Joint Marketing Plan. I am asking
that you adopt the resolution that will enable Visit Carlsbad to implement the plan as
outlined.
As a board member for Visit Carlsbad, our city's destination marketing organization, I
know firsthand that they are perfectly situated to immediately implement and manage
the plan and have the professional relationships in place to assist them as needed.
Moreover, they have been retooling their marketing message to help bring tourism
back to Carlsbad from the moment the pandemic caused our hotels, attractions, and
businesses to shut down. They have stayed relevant and in front of our market via
social media during the entire shutdown and are now poised to ramp up the
message to help in our tourism recovery efforts.
In CVA's advisory role , along with the Carlsbad Chamber of Commerce, we have
advocated for messaging to include the "return to main street" in support of the many
small businesses in Carlsbad with an emphasis on our exceptional dining and
shopping . To that end, we have discussed how the recovery message can include
small businesses to assist in their ongoing recovery as well.
We are heartened to hear that many Village businesses are experiencing good
business volume and great local support since reopening. We are confident that the
Economic Recovery and Revitalization Initiative will help take their recovery to the
next level.
Thank you for supporting this initiative and adopting the resolution .
Sincerely,
~~
Christine Davis
www.carlsbad-village.com Executive Director
info@carlsbad-v illage.com
David Graham, Chief Innovation Officer
Mark Rudyk, Visit Carlsbad
June 16, 2020
Economic Recovery and
Revitalization Initiative Joint
Marketing Plan
Recommendations
Adopt a approving the Carlsbad is Calling
business promotion and tourism marketing
campaign and authorizing the city manager to
negotiate and execute an agreement with Visit
Carlsbad for implementation services in an
amount not to exceed $250,000
Economic Uncertainty
Citywide
•Closures of all non-essential businesses
•40 businesses have sent WARN letters -5,849 layoffs
•Layoffs have leveled off
•Federal assistance is being received
•Reports of rehiring funded by PPP & EIDL
•SANDAG unemployment data –300,000 job losses
•22%-27% in Carlsbad
Responsible Reopening
Open
•Dine-in restaurants, bars, breweries, wineries
•In-store retail
•Hotel and visitor serving accommodations
•Museums, galleries and aquariums
•Movie theaters, family entertainment centers
•Beaches, trails and nature
Closed
•Amusement parks –July 1 pending state approval
Joint Marketing Plan
Goals
•Local business promotion
•Targeted tourism marketing
•Shop and stay local
•Stimulate business activity
•Jumpstart revitalization = sales tax and TOT
•Assist small businesses that lack promotion
resources
Joint Marketing Plan
Development team
•Carlsbad Chamber of Commerce
•Carlsbad Village Association
•Visit Carlsbad
•Office of Innovation + Economic Development
Implementation
•Business organization collaboration
•Visit Carlsbad –Marketing and reporting
Spring Marketing Campaign
“Carlsbad is Calling”
Campaign: Carlsbad Is Calling
Campaign Objective: Promote 5 major sectors of local tourism
–Lodging
–Activities/Things to Do
–Restaurants
–Shopping/Retail
–Outdoors
Focus Audience: Local and Drive Markets (750-mile radius)
Campaign: Carlsbad Is Calling
Advertising: Create an integrated campaign for maximum share of voice
–Google/Yahoo/Bing Search Networks
–Digital Radio
–Video Pre-Roll & In-Page Video Content
–Connected TV in Households
–Retargeting & Remarketing Display Ads
–Social Media Advertising
–Print Ads (Leisure & Group Messaging)
–Broadcast TV / News Integration
–Email to Owned & Rented Lists
–Custom URLs / Landing Pages
–Blog Story Content Articles
Campaign: Carlsbad Is Calling
Campaign Call To Action: Carlsbad is Calling
•The destination of Carlsbad is safe and welcoming travelers—it remains a charming beachside destination offering incredible wellness, outdoor adventure, and luxury experiences
•A quintessential Southern California beach town, Carlsbad offers a variety of incredible experiences led by small businesses, makers, and creatives. Supporting Carlsbad supports its community.
Campaign: Carlsbad Is Calling
Subset Messaging
•Shopping/Retail: Hyperlocal –Support Local Business
•Outdoors: Escape & Enjoy Big City Amenities Without Big City Crowds
•Restaurants: Your Seat May Be Different But Your Experience Will Still Be Great
•Lodging: Luxury to Casual Coastal Carlsbad Has You Covered –Safe & Clean
•Group Sales: Keep Meetings Local
Campaign: Carlsbad Is Calling
Campaign Timeline
•Deploy Messaging On/Off with Current Conditions
•Begin in June with Various Campaign Segments Running Past October
•Visit Carlsbad to Supplement & Continue Messaging
into 2021
Campaign: Carlsbad Is Calling
Proposed Budget Allocation
•Creative -Video & Ads (7.8%)
•Advertising Buys -Digital Radio, Travel Intent Data Partners, Travel Sites, Social, TV Broadcast, Video,
Print (89.2%)
•Agency Partnership Fees (3%)*
Campaign: Carlsbad Is Calling
Reporting
•Monthly Reports to Council/City
•Weekly Check-Ins and Reporting to Sub-Committee
•Budget Reconciliation with City Finance
•Post-Campaign Ad Effectiveness Study
Recommendations
Adopt a approving the Carlsbad is Calling
business promotion and tourism marketing
campaign and authorizing the city manager to
negotiate and execute an agreement with Visit
Carlsbad for implementation services in an
amount not to exceed $250,000
Thank You