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The following is an outline of a media plan strategy we incorporate for tourism marketing.
- Social Media campaign - the cornerstone of marketing initiatives we have been developing for the past 4 years, incorporating Facebook, Twitter, YouTube videos, Flickr photos, a blog and more, and ensuring that they are set up as a fully integrated social media marketing campaign. One key component here is the "content creation/story to tell" aspect of this campaign, as it is the centerpiece from which all social media marketing efforts will derive their content from.
For more information, please tell us more about your organizaiton/destination and what you are seeking to accomplish in your upcoming marketing initiatives, and we will e-mail you more detailed information on how this social media campaign could work best for you.
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- Search Engine Results - If someone is searching online and doesn't know where they are going specifically, such as "central coast California" and any other key search terms that are best suited to your destination, what sites DO come up and how can we inexpensively promote YOUR DESTINATION through these websites is our top priority here. The answer is normally:
- a personal relationship with the website owners
- a content strategy taken from #1 above and used to provide content to these websites
- some sort of online advertising campaign done in order to ensure this content strategy is followed
- Travel community websites - Identifying those travel sites that have a strong online community, of which we would ensure we created a personal and/or professional profile for YOUR DESTINATION and kept the content up-to-date and relevant to driving traffic to your website. Travel websites would include:
- http://www.iglta.org
- http://www.gogobot.com
- http://www.tripwolf.com
- http://www.igougo.com
- Mobile optimization - we would recommend that as an addendum to your website, a mobile version was created that was done either as a "web app" or as a specific iPhone/Android app. Web apps cost less and their distribution is wider, as a web app can be viewed on any smart phone and has been optimized for a smaller touch screen rather than mouse/hyperlink driven. iPhone/Android apps can be more fully customized, however, but would cost substantially more to develop.
When we do mobile optimization, we also make a secondary web app layout for tablets, which include Samsung Galaxy (Android) and iPad, which sold 7M in Q4-2010 alone. Tablets are a hot growth market right now so including in your marketing plan and strategy at this time is highly recommended.
- Google and Facebook CPC ad campaign - we would recommend a portion of your marketing budget be allocated to placing targeted ads, cost-per-click (CPC) based, which target travelers to the region, either through search terms (Google) or profile information (Facebook).
- Monitoring of conversations - we would set up a daily monitoring of any and all conversations that were going on based on selected search terms, such as "California travel" for example, as well as other more specific search terms, including your destination's name. This monitoring would take place using Google Alerts, as well as a Twitter monitoring service, from which we would "retweet" any and all conversations that were relevant to bringing more awareness to travel to Morro Bay and driving qualified traffic to the website.
- Location-Aware Social Media: we would recommend beginning some sort of initiative that takes advantage of the new technologies introduced by FourSquare.com, Facebook Places, Gowalla, SCVNGR and more. All of these merge the real world of business and places with the social media world, and have become quite popular in the past year.
In the LGBT Travel World, location-aware social media can be closely integrated with sites such as GayCities.com, offering additional event and destination exposure through the activities of LGBT users of these services who are sharing their activities online.
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