MARKETING & COOPERATIVE

PROGRAMS

v1.2019

VISIT SANTA CRUZ COUNTY

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Dear Tourism Partners,

Thank you for taking the time to learn about Visit Santa Cruz County (other-wise referred to as “VSCC”) and the tourism marketing services we provide.

Tourism is a word that has been synonymous with Santa Cruz County for well over 100 years. Each year, our community hosts millions of visitors who are attracted to Santa Cruz County for its beautiful coastline, redwood forests, and famous attractions. Santa Cruz County offers a unique experience for visitors interested in the beach, the arts, outdoor adventure and the California pastime of enjoying fresh, local and organic food fare along with wines made by local vintners.

Tying all of these elements together and providing the “Destination Marketing Message” is a collaborative effort. Marketing efforts must constantly evolve as we are challenged to respond to the ever-increasing competition for visitor dollars.

VSCC’s primary funding is provided by a local hotel assessment - a special business district designed to generate overnight tourism business.

Additionally, VSCC offers cooperative marketing opportunities to interested businesses and organizations. Collaboration with local businesses that seek to increase their own visitor revenues is a key component to VSCC’s operations. It is through partnership that we strengthen the message and expand our market-ing reach by leveraging local advertising dollars.

The staff at Visit Santa Cruz County looks forward to serving you.

Maggie IvyCEO/ Executive Vice President

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CHECK US OUT ON SOCIAL MEDIA

Public Relations & Social Media ...................4

Online Marketing .............................................6

International Travel Trade ..............................8

Conference & Group Marketing ...................10

Cooperative Marketing .................................12

Visitor Services .............................................14

TABLE OF CONTENTS

MISSION STATEMENTThe mission of Visit Santa Cruz County is to

stimulate the economy by promoting Santa Cruz County as a visitor, conference and film desti-nation through marketing programs, including

advertising, promotion and visitor services. The priority is in attracting high-yield overnight busi-

ness during the off-peak periods of the year.

instagram.com/visitsantacruz

www.facebook.com/

visitsantacruz

twitter.com/visitsantacruz

www.visitsantacruz.org/blog/

www.youtube.com/user/

SeeSantaCruzCA

Visit Santa Cruz County 303 Water Street, Suite 100

Santa Cruz, CA 95060Main Phone: 831.425.1234

FAX: 831.425.1260www.visitsantacruz.org

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VSCC works to secure media exposure for Santa Cruz County as a travel des-tination. Building and maintaining media relationships through media events, deskside briefings, press releases, media newsletters, pitching story ideas and hosting press visits are critical to the success of the public relations program. Tourism-related businesses are encouraged to submit newsworthy items and story ideas for inclusion in VSCC’s press activities year-round.

SOCIAL MEDIATo continue the conversation with fans of Santa Cruz, VSCC implements Facebook (www.facebook.com/visit-santacruz), Twitter (@visitsantacruz) and Instagram (www.instagram.com/visitsantacruz) platforms to push out messaging about the destination, partner news and information, and aspirational content. Encouraging followers – whether they are visitors or VSCC partners – to repost, re-Tweet or tag us is a critical way to keep audi-ences engaged.

PARTNERSHIP WITH VISIT CALIFORNIA, BRAND USATo leverage its resources, VSCC also partners with Visit California, the state tourism agency. VSCC participates in Visit California-sponsored media events and provides story leads, hosts domestic and international media representatives and is featured on the

www.visitcalifornia.com website. Santa Cruz has also been featured in three Visit California marketing campaigns, “True Californians”, “Playground California”, and “Dream Big” which included national and international print and broadcast components.

VSCC has a continuing partnership with Brand USA - a public-private marketing entity - to attract inter-national visitors. Three multi-level, themed marketing campaigns have been initiated, including hosted videos, feature stories and dynamic photography illustrating the destina-tion. This content was featured on the VSCC website, www.visitsantacruz.org which hosts over a million visits annually, on Brand USA’s website, www.visittheusa.com, and through VSCC’s own marketing, media rela-tions, and social media efforts.

PUBLIC RELATIONS & SOCIAL MEDIA

Christina GlynnCommunications Director

831.425.1234, ex. 112cglynn@santacruz.org

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PUBLIC RELATIONS & SOCIAL MEDIA

PRESS RELEASES & PITCHES VSCC sends press alerts to targeted travel journalists, travel editors and freelance writers on a continual basis. In addition, certain publications and specific media contacts are targeted for individually crafted pitches.

CRUZ NEWS The Cruz News e-newsletter and print-ed piece provides travel media with brief updates about new attractions, hotels, restaurants, and upcoming special events and is sent to VSCC’s full travel media list twice a year.

VISITOR E-NEWS VSCC’s E-Newsletter is sent monthly to a growing list of potential visitors (over 30,000 qualified subscribers) who have opted to receive information about Santa Cruz County. This direct consumer marketing piece features seasonal travel stories, information on travel specials and packages, travel planning event calendar, often highlights a sweepstakes contest or giveaway, and is designed to reach specialized audiences.

ON-LINE PRESS ROOMVSCC’s on-line press room, located on the www.visitsantacruz.org website, includes contact information for media inquiries, an archive of press releases, story ideas, a fact sheet, online versions of press kit articles, a

media assistance request form and a photography library.

Media relations efforts generate – in an average year - approximately $10 million average for the last five years in paid advertising equivalency for VSCC partners throughout Santa Cruz County.

PRESS VISITSVSCC hosts journalists throughout the year on individual press trips. VSCC works closely to ensure that partners offering complimentary lodging, meals and/or attraction passes to qualified writers receive positive media cover-age.

FILMVisit Santa Cruz County also serves as the office of the Santa Cruz County Film Commission. The Film Commis-sion works to promote and facili-tate film production in the county, assisting production companies with permit information, finding loca-tions, and provides other resources for film crews. Film resources are available online and provide produc-tion companies with comprehensive lists of local crews, equipment rentals, support services, location photog-raphy, permitting regulations and other information. Film information, including production credits is posted on the film commission website at www.santacruzfilm.org.

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WEBSITEVSCC is responsible for creating and maintaining the visitsantacruz.org website. The website features a full variety of content, including partner listings, feature stories on Santa Cruz County, video, and invaluable travel information for visitors. VSCC is continuously fine-tuning and adding content to the website to maintain high search engine positioning to ensure that visitors searching for information for their next

California vacation will find Santa Cruz County as an intriguing option. VSCC maintains the most diverse and visitor-friendly events calendar in Santa Cruz County and the website offers information on over 600 lodg-ing, dining, activity, and event options

for visitors and locals alike.

MOBILE WEBWith Santa Cruz County’s prox-imity to Silicon Valley, our vis-itors constitute some of the most mobile-savvy people in the U.S. VSCC understands the importance of

ONLINE MARKETING Daryl Zape

Website & Digital Marketing Director 831.425.1234, ext. 113dzape@santacruz.org

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ONLINE MARKETING

our mobile presence and is continu-ously examining and implementing new mobile technologies. The ability for visitors to find information quickly and easily on their mobile device while planning their trip as well as when they are in-market is one of VSCC’s highest priorities.

ONLINE ADVERTISINGVSCC implements year-round online marketing campaigns to support our marketing goals to increase qualified traffic to www.visitsantacruz.org. We incorporate ad buys from Google AdWords, Bing Marketplace, and Visit Califor-nia in our year-long programs with single ad campaigns through-out the year to support special marketing events such as our Spring Con-test Campaign and Fall Festival Campaign.

SEO-ORGANICVisit Santa Cruz County monitors keyword search results from Google, Yahoo, Bing and other pertinent search engines. VSCC constantly strives to bring our content to the top of search engine results, making it easier for visitors to find what they need and promoting VSCC as the top authority on all things visitor-related. We do this by contin-uously fine-tuning our content and optimizing web pages for content- specific keywords.

SOCIAL MEDIAVisit Santa Cruz County utilizes Social Media to further our online pro-motions. VSCC maintains an active blog, Facebook page, and Twitter and Instagram accounts, leveraging social media to promote partners, events, contests, and other marketing activities. The VSCC blog features more in-depth stories and information about Santa Cruz County.

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2016 research indicates that the overseas international market is an attractive segment and constitutes approximately 13% of leisure visitors to Santa Cruz County. This market tends to travel year-round and spends more time and mon-ey in a destination than the domestic drive market, providing an opportunity to increase overnight visitation to Santa Cruz County during the off-season and mid-week. Building this market is a long-term commitment and offers potential to boost annual sales and bring sustainable tourism growth to the area.

Visit Santa Cruz County implements a strategic marketing plan to approach the international market and has laid a strong founda-tion for growth in international visits to Santa Cruz County. The primary focus has been the UK and Germany, as these markets provide the greatest volume of overseas airlift into California and were iden-tified as Santa Cruz County’s largest interna-tional markets. However, Visit Santa Cruz

County is currently working with op-erators that serve worldwide clientele. Other markets may be considered for

increased focus as well, such as Australia and Canada. VSCC’s underlying strategy relies significantly on partnering with Visit California and the national organization, Brand USA.Visit Santa Cruz County has implemented the following ongoing mar-keting tactics to approach the overseas interna-tional market:

INTERNATIONAL TRAVEL TRADE Laura Manriquez Director of Sales & Marketing, 831.425.1234, ext. 102 or lmanriquez@santacruz.org

SANTA CRUZ DREAM INNLocated on Cowell’s beach, adjacent to wharf and Beach Boardwalk, Monterey Bay views from every

room. Ideal location for exploring Santa Cruz.1.831.426.4330 | www.dreaminnsantacruz.com

SEASCAPE BEACH RESORTYour personal paradise, steps from the beach along

the Monterey Bay. Luxurious suites, villas, and resort amenities.

1.831.688.6800 | www.seascaperesort.com

BEST WESTERN PLUS CAPITOLA BY-THE-SEA INN & SUITES

Award-winning hotel with continental breakfast, pool, spa, fi tness center, free Internet and parking. Near Capitola Village restaurants, galleries, and beach.

1.831.477.0607 | www.bestwesterncapitola.com

YOU KNOW YOU’RE IN AGOOD PLACE WHEN DOING NOTHING FEELS LIKE DOINGSOMETHING

Let’s Cruz

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INTERNATIONAL TRAVEL TRADETRADE:• Santa Cruz County representation

at travel buyer tradeshows: Interna-tional Pow Wow, Go West Summit, ITB

• Hosting travel buyers for familiar-ization tours and site inspections

• Sales missions to train travel buyers on Santa Cruz County product

• Foster market development through tour operator contracts with Santa Cruz County hotels

• Santa Cruz County travel trade representation in the UK by SLC and media representation by Black Diamond; Germany media repre-sentation by GCE and travel trade representation in Germany, The Netherlands and Australia by MSI Agency.

• Ongoing distribution of marketing collateral and outreach to the travel trade industry

• Travel Trade specific website with ongoing enhancements

• Quarterly trade E-Newsletter • Ongoing opportunities to

incentivize UK and Germa-ny agent sales of Santa Cruz County product

• PR support for international trade media outlets

CONSUMER:• UK and Germany

targeted Google AdWords campaign

• Participation in Visit California and Brand USA marketing and co-op opportunities

• Opportunities for consumer promotions via SLC Ltd. and MSI agencies

• PR and Media support for key international consumer outlets

Visit California Super Fam

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Visit Santa Cruz County provides marketing efforts to position Santa Cruz County as a conference and group destination. Groups are an important sector of Santa Cruz County tourism that bring overnight business year-round. Group business generally consists of, but isn’t limited to, a corporate event with a cumulative room night total of around three or more nights, booked meeting/event space, catered food and beverage service, or any combination thereof.

VSCC implements a targeted marketing plan to approach the group market, specifically meet-ings and conferences. Efforts are multi-faceted, with a major focus on positioning Santa Cruz Coun-ty as a great meeting destination, in addition to being a well-known leisure and family vacation spot. Marketing efforts are targeted to meeting and event planners that place events within the Northern California region, California, and the greater Western United States. These efforts are aimed to increase brand recognition, the number of quality leads for part-ners, and actualized conference and group business for Santa Cruz County.

CONFERENCE & GROUP MARKETING Laura Manriquez Director of Sales & Marketing, 831.425.1234, ext. 102 or lmanriquez@santacruz.org

Silicon Valley Business Journal ad

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CONFERENCE & GROUP MARKETING

MARKETING COLLATERAL DEVELOPMENT PROGRAMS INCLUDE:

• Digital Meeting Guide• Meetings Destination Video• Meetings Website

MARKETING DISTRIBUTION PROGRAMS INCLUDE:

• Quarterly Meetings E-Newsletter• Digital and Print Placement in

Targeted Industry Publications• Public Relations Efforts to Targeted

Industry Publications• Meeting Industry Events & Trade-

shows• Pay Per Click Advertising -

Google• Social Media – LinkedIn,

Twitter and Meetings Blog

PARTNER SERVICES INCLUDE:• Distribution of partner

materials in Conference & Wedding packets

• Lead and Referrals Distribution• Trade Show Co-op Opportunities• Meeting Planner Site Tour Hosting

Opportunities• Special Promotions Support• PR Support with Meeting Industry

Publications• Overall destination and market

support• Representation at three appoint-

ment-based shows annually• Tradeshow lead inquiry and multi-

ple channel follow-up• Site tours and FAM trips

Team building at Mount Hermon Adventures

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The following are the marketing ini-tiatives and cooperative opportunities VSCC undertakes on an annual basis:

• Digital Partnership Listing. An entry level cooperative marketing program that allows restaurants, re-tailers and attractions to purchase digital web listings that provide exposure on the VSCC website and the mobile site. Listings include a direct link to the partner’s website

as well as brochure distribution at VSCC’s visitor center.

• Spotlight Featured Business Web Listing Marketing Program offers a more visible, photo featured position on the VSCC website with placement on leisure landing pages generating over 2 million page views a year.

• E-Newsletter Featured Business Marketing Program is sent to

over 30,000 opt-in subscribers looking for information on Santa Cruz County. Each partner is fea-tured with a photo, descriptive copy and direct link to their website on their VSCC listing.

COOPERATIVE MARKETING Gary Green

Cooperative Marketing Director 831.425.1234, ext. 103ggreen@santacruz.org

VSCC’s marketing programs strive to present Santa Cruz County as a scenic, family friendly, quintessential California beach destination. The Cooperative Marketing Department of Visit Santa Cruz County has two main functions. The first is to implement media marketing programs promoting Santa Cruz County as an overnight tourism destination. The second is to provide cooperative marketing partnership opportunities to businesses and non-profit agencies located in Santa Cruz County that will best fit their marketing goals and objectives, while meeting the mission of VSCC.

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COOPERATIVE MARKETING • Spring Cooperative

Marketing Campaign includes TV, Print, Online, Social Media and Public Rela-tions targeting Santa Cruz County’s drive markets of the Central Valley - specifically Sacramento, Stockton and Modesto and the broader San Francisco Bay Area.

• Fall Marketing Campaign includes TV, Print, Online, So-cial Media and Public Relations. The geo tar-get of this campaign is the broader San Francisco Bay Area.

• The Official Visit Santa Cruz County Traveler’s Guide is a full-color travel magazine, published on an annual basis with out-of-county and county-wide distribution start-ing each January. With a minimum print run of 120,000, the Of-ficial Santa Cruz County Travel-er’s Guide offers direct exposure for businesses seeking to reach visitors. Display advertisers re-ceive a web and mobile listing and brochure distribution.

• Santa Cruz County Map Display Adver-tising includes a limited number

of display ad positions available on this VSCC-produced, full color Santa Cruz County map. With a print run of 50,000 copies, this popular and useful tool is used by

over 100 lodging properties at their front desks as well as exclusive distri-bution through the VSCC visitor center.

• Conference, Wedding Ven-ue and Services Digital Partnership Listing Market-ing Program This marketing program provides a web listing on the VSCC website for partners wanting to reach the conference, meet-ings, retreat, and wedding markets.2019

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INFORMATION CENTER SERVICES:VSCC’s visitor center is located at 303 Water Street, Suite 100, Santa Cruz and is open year-round, seven days per week (closed only on Thanksgiving and Christmas holidays).

The visitor center service staff directly interfaces with over 9,000 people an-nually- through walk-in traffic, phone calls, letters, faxes, packet requests and e-mails. Our well-trained Visitor Services Specialists provide maps,

directions, brochures, itineraries and recommendations relating to a host of lodging and dining establishments, activities, attractions, shopping, and more. INFORMATION PACKETS:The Visitor Services team distributes special information packets to walk-in visitors and individuals requesting them via the web and telephone. The packets VSCC offers include: Bicy-cle Adventure Kits, Visiting Friends

and Relatives Kits, Wildlife Watching Kits, Wedding Pack-ets, Confer-ence Packets, Relocation Kits and Student Packets. Each contains an official Santa Cruz Coun-ty Traveler’s Guide and tailored information or brochures.

VISITOR SERVICES Betty King

Visitor Information Specialist831.425.1234, ext. 101bking@santacruz.org

Partnering with VSCC means more than a listing in the Official Santa Cruz County Traveler’s Guide or on www.visitsantacruz.org. Through our Visitor Ser-vices staff, VSCC offers a range of after-market programs designed to expand value to our partners and enhance the visitor experience.

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PROMOTING YOUR BUSINESS:VSCC works closely with partner busi-nesses and non-profit organizations to highlight their core offerings, special events, and promotions:

• Weekly Availability: Each week we collect data on room availability from our lodging partners. The Visitor Services staff uses this data to help callers and walk-in visitors find rooms during their stay, and to alert them to special rates.

• Events: VSCC posts a range of activities in our annual Official Traveler’s Guide and web event calendars, and in our weekly Top Five Things to Do This Week flyer (distributed to scores of lodgings and attractions across the Coun-ty). Top Five Things to Do is also posted on a special section of our website. We accept event submis-sions online throughout the year.

• Travel Guide Distribution: VSCC’s annual Travel Guide, with a guaranteed print run of 120,000 copies a year is distributed in over 100 locations including hotel rooms, restaurants, attrac-tions, events and regional visitors’

centers. Over 20,000 Travel Guides are mailed each year to potential visitors who request it and it is viewed electronically online over 6,200 times a year.

• Area Maps: VSCC provides and distributes 62,500 visitor maps, free of charge to partner hotels and businesses each year.

VISITOR SERVICES

2019

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