Energize the St. Helena brand, its assets and creative approach

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2 Goals The Chamber s overriding Strategic Priority is to market St. Helena business to targeted consumers to build revenue with low impact. The TID s goal is to increase demand for overnight visitation during key times of the year. Combining both the Chamber s priorities and the TID goals, the Chamber has developed a Marketing Plan that cumulates in an effort to raise occupancy and ADR revenues for the direct benefit of increased TOT and the indirect economic benefit to St. Helena business, namely restaurants, retail, wineries which results in contributing to the overall economic sustainability of St. Helena. Objectives 1. Continue to effectively position St. Helena as Napa Valley s premier destination 2. Educate consumers on the different St. Helena lodging options 3. Increase marketing focus to key lifestyle and passion segments including wine, food and romance 4. Increase the role of technology and digital marketing efforts in order to broaden the reach and increase effectiveness 5. Develop and implement a marketing dashboard that tracks key indicators for the destination and distribute that information in an effort to educate and support the tourism industry 6. Implement research that tracks the effectiveness of the StHelena.com website and the influence it has on persuading visitors to visit St. Helena

3 Energize the St. Helena brand, its assets and creative approach Created new secondary tag lines: small town/big Charm, small town/big Memories, small town/big Experiences, small town/big Style, small town/big Taste Create a brand book and guidelines that can be applied to all communications Create new StHelena.com website Mobile responsive Blog Itineraries Culinary Experiences Special Offers Stay in VERY limited budget - $15,000 Deliver by January 2016 Developed and designed new website with Blog, Event page, Wedding page, Special Offer page, interactive map and virtual tours. Launched site December 19, 2015 Delivered at budget $15,000 Created Top of Page listings for Top Tier Partners Increased Avg. Session time and decreased Bounce rate by 32% Enhanced Press Room

4 15-Jul 15-Aug 15-Sep 15-Oct 15-Nov 15-Dec 16-Jan 16-Feb 16-Mar Website Unique Visitors (Users) Visits (Sesstions) Pageviews Bounce rate Avg. Session Duration 0:00:42 0:00:43 1:00 0:01:09 0:01:12 0:01:56 0:02:44 0:03:10 0:02:38 Pages/Sessions (avg. # of pages viewed in a session) % New Sessions 38.08% % 42.13% 53.08% Drive traffic to new website through targeted paid online advertising, SEO, and viral sharing of editorial pieces Develop creative for Cabernet Season ads Utilize Real time bidding, programmatic buying retargeting, SEM for campaigns Research effectiveness of TripAdvisor vs. WineCountry.com/NapaValley.com Contracted with agency BrandHound Used programmatic bidding for digital ads, applying behavioral and demographic data to reach the right prospects, producing measurable results. Evaluated throughout the campaign to narrow our target according to what s working so we are paying only for highly effective ads.

5 Impressions: 1,289,192 Clicks: 3967 CTR:.29% CPC: $1.1 CPM: $2.90 (net) Impressions: 689,856 Clicks: 1974 Conversions: 156 CTR:.25% CPC: $.97 CPM: $2.41 (net) This campaign launched April 9, 2016 o 3,042,852 impressions o 9,688 clicks o.32% CTR o.57 cents average CPC o 1.81 average net CPM o Conversions 496 (opt in s) This campaign has 11 members participating

6 This year St. Helena invested in a display ad agreement with Wine Country Media. NapaValley.com has consistently been one of the top two referral s to StHelena.com since our ads started running in December NapaValley.com launched their new site in January 2016 with City Pages. Because of our contract we are receiving additional benefits on the St. Helena page and throughout the site. Impressions 1.9M, Average CTR: 2.27%, Clicks: 36,000 Ads directing to our lodging, passport, dining, weddings and shopping pages on sthelena.com

7 Increase visitor list by 150% Build list and learn preferences Our Passport Getaway Campaign delivered 156 double opt-in addresses Our Culinary Getaway delivered 496 double opt-in addresses Open rate of first 32.4%, Click rate of 4.4% both above industry standard Create a theme for Scout/GRAIL magazine ads SF Chronicle - Passport Campaign Ad GRAIL Magazine Published Chefs of St. Helena theme to support St. Helena s rich and vibrant Culinary Scene

8 Grow audience Engage with consumers Drive traffic to StHelena.com Support partner events and promotions through SM Increased Audience July 2015 March 2016 Facebook: 125.5% Twitter: 41.09% Instagram: % Pinterest: 30.26% Increased Engagement through entertaining and interesting content and pictures

9 Retain PR Firm to continue PR Efforts and communicate and collaborate with PR Committee Update web content with blogs and digital magazine on wine regions and activities Host a FAM tour in late fall Host 4 journalists Contracted with PR Agency October 15, 2015 Coordinated one Media FAM with a wedding focus over 20 Chamber members participating Coordinated itineraries for 16 journalists for publications such as: NY Times, The Jetsetting Fashionista, GOOP.com, Food Network Magazine, Wall Street Journal, Sunset Magazine, Conde Nast Traveler, GIRLMEETSGLAM.com and more. Coordinated St. Helena restaurants to be included in Visit California s The California Dream Eater video series. Dream Eater has generated 1.8 million organic impressions on Instagram November April reports: o Total Ad Value: $2,477, o Total Unique Visitors: 88,160,857

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11 Coordinated one Media FAM with a wedding focus over 20 Chamber members participating Southern Bride About.com Style California Wedding Day Entertainment Weekly Yahoo! Equally Wed, Destination Weddings & Honeymoons Magazine FSR Magazine