Pacifica Chamber of Commerce
PR/Marketing/Website Proposal for 2022-2023 EXHIBIT F
1. As part of the BID management team’s responsibilities, the group will act as the project managers for all of the proposed (and approved) marketing initiatives as outlined in the below options: They will work with the Chamber of Commerce’s BID representative and the City’s 3rd party marketing consultant, CDA, to ensure the implementation of the strategic plans that compliments the Chamber’s and City’s initiatives to promote Pacifica as a travel destination, therefore, increasing hotel occupancy.
The City and a quorum of BID members and the Chamber of Commerce will meet quarterly to discuss alignment of performance measures and gather information to report back at mid-year to the City Council.
2. Website (step 1) - Complete additional tabs for blogs and sub-pages pages a. Cost = $8,500
i. continued maintenance of City’s “Shop Local” and “Workation” campaigns, to also include: Beach Bites Bingo, E-gift card, etc.
ii.supplemental support for sub-domain pages created by CDA (City 3rd Party Marketing Consultant):
3. Website (step 2) - maintain organic content to position Pacifica atop of Google search results (SEO)
a. Cost = $375/month ($4,500/yearly)
4. Retain website consultant for Step 2: Carol Camacho (website manager) a. Rate: $35/hr ( average $250/mo or $3000/yr)
5. Continuing blog creations or reposting blogs with substantive content (photos, things to do, hotel updates, shop local, features) in order to keep things fresh and interesting. a. Cost = $1000/yr
6. Social Marketing/paid campaign, for example: additional cost for boost post on Facebook, sponsored links on Instagram, etc.
a. Costs = $1000/yr
7. Continue to work with influencers, travel writers and multi-media individuals/organizations to continue to promote Pacifica as a travel destination.
8. Advertising: VIA and Pacifica Anchor Magazine
a. Cost = $11,000
9. Visit Pacifica (robust) digital campaign with SF Media Company (ex. SF Bucketlisters & Do The Bay)
a. Cost = $7,000
10. Request BID membership participation with SF Travel to attract media and market to specific tourists groups (ex. Europeans and Asians)
a. Cost = inclusive in Chamber of Commerce’s BID representative service.
11. Design annual events pitch to media with hotels as focal point for “making it a weekend” a. Cost = inclusive in Chamber of Commerce’s BID representative service.
12. Re-establish quarterly press releases that link back to website a. Cost = inclusive in Chamber of Commerce’s BID representative service service.
Additional Marketing Plan of Actions for 2022-2023 EXHIBIT G As the first order of business and plan of action for moving with all proposed marketing initiatives in 2022, the priority is to maintain the VisitPacifica.com website and pursue multiple avenues to increase hotel room occupancy by targeting specific, demographically concentrated populations that would benefit from local “staycation” options.
1. Public Relations (PR)
-Hosting media
-Monthly press releases
-Wellness media/influencer FAM
-Traveler Podcast
-Best of Investing Radio Promo
-Host individual influencers
2. Social Media
-Feature blog posts (for continued SEO and content creation) -Advertising on all platforms (*Instagram, Facebook, Twitter, etc.) -Hotel News/re-branding/promotions/etc.
-Scavenger Hunt to solicit additional 3rd party photos and content -Upgrade the media pages with new photos and updated media placement links
3. Advertising
-VIA Magazine
-Pacifica Anchor
-California Tourism
-SF Media Company (*SF Bucketlisters & Do The Bay)
4. Website
-Continue to update all pages with new information and content -Monthly blog post features: Feature story of Pacifica (monthly) -Update hotel information
-Refresh photos
-Add page(s) as needed
-Develop an interactive and engaging campaign with social channels to drive traffic to the website and bookings for hotels.
-Review quarterly analytics to compare ROI from previous campaigns Pacifica Chamber of Commerce
Marketing Action Plan Projected Budget for 2021-2022 EXHIBIT H Recommended Action Person Responsible Budget Timeframe
1. Website Web Consultant, hosting, SEO $17,000 Yearly
2. SF Bucketlisters (*SF
Media Co. and Do The
Bay)
BID rep $7000 Pending BID approval
3. VIA & Pacifica Anchor
Magazine
BID rep $11,000 Pending BID approval
4. Blogsite Upkeep Web Consultant $1,000 Yearly
5. Other BID rep/Marketing Consultant TBD Ongoing
Total $36,000