1 Relaunch Sebastopol
New Work Plan for 2022/23
Submitted 7/18/2022
Sebastopol office:
265 S. Main St.
Sebastopol, CA 95472
707-322-8696
Office of record:
7475 Poplar Drive
Forestville, CA 95436
707-322-8696
Principal: Laura Hagar Rush
[email protected]
2 Summary
The Sebastopol City Council granted Townie Media an additional $50,000 and a three-month extension on the Relaunch Sebastopol contract. The Ad Hoc committee requested an updated work plan and budget reflecting this change.
The changes are as follows:
All of the items marked as optional in the original Relaunch workplan, except the travel writer program, have now been moved into the expected deliverables column. (These are marked in green on the budget.)
These include the following:
• A quarterly city guide - $16,000
• Doing Biz in Sebastopol collateral - $5,000
• Doing Biz in Sebastopol open house - $2,500
• A Buy Local program - $3,000
In addition, I have added an $10,000 to the Content Writing line in the budget, $5,000 to social media, and added $9,000 for beautification. (These are marked in blue on the budget.) NOTE: The $16,000 for a quarterly city guide is dependent upon finding a media partner (Press Democrat?) who can produce these city guides in exchange for the advertising revenue.) 3 Budget for Relaunch Sebastopol
Activity Amount
Consultation, Collaboration and Planning
Discovery meetings, attend meetings for various city committees, reports $14,500
Tourism Program
Marketing
Prepare brand identity package, write marketing plan, campaigns $8,000 Content/Blogs/Website
Writing content, adventure guides, blog posts, website updates (added additional $10,000 here) $38,000
Quarterly Sebastopol City Guide $16,000
PR
Press releases, media outreach, pitching stories $14,500 Social Media
Create calendar, 2/wk posting, photos, videos, design images, engage with followers (added additional $5000 here) $13,500 Doing Business in Sebastopol Program
Create website, business webpage copy, toolkit of downloadables $3,000 Collateral: Fact Sheet, Overview, 3 up Flyer $5,000
Real Estate open house, 2 sessions $2,500
Marketing to Residents Program
Townsy App for Residents
Develop and maintain updates (Funded by Townsy) $0
4 Events
Community Day/Ives Park 120th anniversary $9,000
Misc
Buy Local Program: website copy, PDF of flyer, blog content, PR news $3,000
Beautification Budget (flower pots, baskets, banners) $9,000 TOTAL $136,000
5 Calendar for 2022 Relaunch Program
RFP Calendar Townie Media
Qtly Theme Time Activity
Marketing
Channel Audience
Q1 Getting
Started Mar-June 2022
X
Begin initial discovery meetings for branding
with key city decision makers Planning Public
X Discovery meeting with Planning, Zoning etc. Planning New Biz X Prepare brand identity package Marketing Public
X Write marketing plan, begin campaigns Marketing Public Start development on Townsy app for
residents (MOVED TO 3RD QUARTER) App Residents
X
Start PR, collateral, blog, social media,
newsletter programs Marketing Public
City starts clean-up, washing, repairs, painting
(MOVED TO 2ND QUARTER) Community Public
Start the Doing Business in Sebastopol
program; Write website copy; write list of
opportunity sites. (MOVED TO 2ND QUARTER) Website New Biz Create the Spring issue of the Sebastopol City
Guide, a quarterly pub. (MOVED TO 3ND
QUARTER) PR Public
X Update city event calendar Events Public
X
Discovery meeting with key downtown
businesses, service orgs, non-profits on
community engagement Community
Dwtn Biz,
Residents
X Blog Content: Create adventure guides Blogs Visitors
X
Create master list of story ideas and PR news
calendar for use with newsletter, blog, social
and PR PR Public
X
Press release: City announces new brand
identity and spring cleaning/beautification
program PR Public
X Picturing Sebastopol Photo Contest Community Public
6 Town Party in celebration of 120th Anniversary Community Public Attend meetings for various city committees Community
Residents
Q2: Launching
Marketing July-Aug-Sept 2022
City starts clean-up, washing, repairs, painting
(MOVED from 1st QUARTER) Community Public
Start the Doing Business in Sebastopol
program; Write website copy; write list of
opportunity sites. (MOVED from 1st QUARTER) Website New Biz Picturing Sebastopol Exhibition Community Public
Write toolkit collateral pieces for the Doing
Business in Sebastopol program Collateral New Biz
City initiates placemaking infrastructure
elements (town sign, lights, banner, flower
pots) Community Public
Press release: City announces new website for
new businesses; Media outreach PR New Biz
Write adventure guides, post on website Collateral, Blog Visitors Hold open house at an opportunity sites for
commercial real estate brokers. Events New Biz
Update website content on new Townsy app
for residents Website Residents
PR: Contribute content to Sonoma Tourism PR Visitors
PR, blog, social media, content programs Marketing Public Blog Content: Create adventure guides Blogs Visitors
Install outdoor digital sign with calendar &
news Community Public
Create a business toolkit with 3 guides Collateral New Biz Press release: City announces new brand
identity and spring cleaning, beautification
program PR Public
Artists, students, community paint wall murals
and street murals Community Public
Blog Content: Community Business Spotlight Blog Public
7 PR: Initiate travel writers program; promote
articles PR, social Visitors
Buy Local campaign: PR, blog, collateral, social
media Collateral, Blog Residents
Event: Community Day celebrating 120th
anniversary of Ives Park, Pet Costume Parade,
Rosalia Festival, Seb-edible Foodie Trail
Events Residents
Work with city on grant access program for all
non-profits Community Residents
PR, blog, social media, content programs Marketing Public Attend meetings for various city committees Community Residents Update city event calendar Events Public
Q3: Engaging
Community Oct-Nov-Dec 2022
Create the Harvest issue of the Sebastopol City
Guide, a quarterly pub. (MOVED from 1st
QUARTER) PR Public
Start development on Townsy app for
residents (MOVED TO 3RD QUARTER) App Residents
PR, blog, social media, content programs Marketing Public PR: Create tailored pitches for targeted media PR Public Blog Content: Create adventure guides,
Community Business Spotlight Blogs
Visitors, New
Biz, Dwtn Biz
Create the Holiday issue of the Sebastopol City
Guide, a quarterly publication Content Public
Attend meetings for various city committees Community Residents Work with Planning on implementation of
housing goals Community Residents
Meet with local schools to develop events and
projects with them (service day, senior day) Community Residents Engage with community on the Townsy app
with news, deals App Residents
Hold open house at an opportunity sites for
commercial real estate brokers. Events New Biz
Jan-Feb-Mar 2023
8 Q 4
Celebrating
PR, blog, social media, content programs Marketing Public Blog Content: Holiday Promotion with
Merchants, Community Business Spotlight Blog
Residents,
Visitors
Update city event calendar Events Public
Attend meetings for various city committees Community Residents Engage with community on the Townsy app
with news, deals App Residents
Create the Spring issue of the Sebastopol City
Guide Content Public
Hold open house at an opportunity site for
commercial real estate brokers. Events New Biz
Q2 2023
Focusing April-May-June 2023
PR, blog, social media, content programs Marketing Public Attend meetings for various city committees Community Residents Engage with community on the Townsy app
with news, deals App Residents
Events: Plan 2023 calendar of events Events Public
PR: Create the Summer issue of the Sebastopol
City Guide PR Public
Update city event calendar Events Public