SCOPE OF WORK
With the goals of driving demand for overnight stays, increasing visitation, and engaging local businesses, The San Francisco Peninsula (SFP) shall provide comprehensive destination marketing and management services on behalf of the Pacifica Tourism Marketing District (PTMD). The SFP’s duties will include, but are not limited to, the following:
Website Management
• Maintain, update, and optimize Visit Pacifica’s website to ensure accuracy, accessibility, visual appeal, and search engine optimization (SEO).
• Develop and manage website content including lodging, dining, events, itineraries, and visitor guides.
• Implement tracking tools (Google Analytics, etc.) to monitor engagement and conversions to lodging partner websites.
• Ensure the website reflects current campaigns and aligns with PTMD marketing objectives.
Digital Advertising and Media Management
• Develop and execute an annual paid digital media strategy designed to increase overnight stays and visitation to Pacifica.
• Manage digital ad buys across platforms such as Google, Meta, and other relevant media outlets.
• Produce campaign creative assets and oversee ad placement, optimization, and performance tracking.
• Provide performance reports detailing impressions, reach, engagement, click-through rates, conversions, and ROI.
Social Media Program
• Manage Visit Pacifica’s social media channels, including content planning, posting, and community engagement.
• Develop an annual social content calendar to promote seasonal offerings, events, and local businesses.
• Curate and produce engaging photo and video content that highlights Pacifica’s attractions, lodging, and visitor experiences.
• Leverage user-generated content and collaborate with influencers or media partners to expand Pacifica’s reach.
• Monitor and report on social performance metrics such as audience growth, engagement rate, and referral traffic to the website.
Marketing Budget and Financial Reporting
• Manage the annual marketing budget approved by PTMD, ensuring transparency and accountability for all expenditures.
• Negotiate and manage contracts with third-party vendors (designers, photographers, ad platforms, etc.) as needed.
• Provide regular budget tracking reports summarizing planned vs. actual expenditures and campaign performance outcomes.
• Optimize use of available funds to maximize marketing impact and measurable results.
Tourism Consultant Coordination
• As needed, oversee or collaborate with additional consultants retained by the City of Pacifica or PTMD for specialized projects (e.g., SEO, web development, creative production).
• Ensure all external consultants work in alignment with PTMD’s marketing strategy, branding, and messaging.
• Provide quality control, coordination, and integration of deliverables into the overall marketing program.
Strategic Planning and Stakeholder Engagement
• Develop and maintain an annual Pacifica Tourism Marketing Plan outlining key objectives, target markets, campaigns, and performance measures. • Conduct ongoing evaluation of Pacifica’s competitive positioning, market trends, and visitor demographics to inform marketing strategies.
• Facilitate communication and engagement with local lodging partners, restaurants, attractions, and retail businesses to support cooperative marketing opportunities. • Represent PTMD and the City of Pacifica at regional tourism and hospitality meetings or industry events as appropriate.
Creative Development and Content Production
• Create and maintain a library of professional photography, video, and other creative assets for Pacifica’s marketing use.
• Ensure all creative materials are consistent with Pacifica’s brand identity and appeal to key target audiences.
• Produce or coordinate production of marketing collateral, promotional videos, and digital storytelling assets as needed to support campaigns.
REGULAR REPORTING
To ensure transparency, alignment, and continuous improvement, the SFP will provide structured performance reporting and meet regularly with PTMD representatives and stakeholders. • Quarterly Reporting:
o Meet quarterly with the PTMD designee to review program results, identify future opportunities, and recommend adjustments to strategy.
o Provide written quarterly reports summarizing:
▪ Website analytics and visitor traffic trends
▪ Social media performance metrics (reach, engagement, audience growth) ▪ Digital advertising campaign outcomes and ROI
▪ Budget expenditures and allocation updates
▪ Notable partnerships, earned media, and community engagement activities • Stakeholder Meetings:
o Host at least two meetings per year with hotel and lodging stakeholders to share results, gather feedback, and coordinate upcoming campaigns. o Prepare presentation materials summarizing marketing outcomes, insights, and proposed initiatives for stakeholder review.
• Annual Summary:
o At the end of each fiscal year, provide a comprehensive annual report detailing key achievements, metrics, lessons learned, and recommendations for the next year’s strategy.
• Ongoing Communication:
o Maintain open communication with the City of Pacifica and PTMD representatives through email updates, calls, and ad hoc meetings as needed to address emerging opportunities or issues.