YOUEXCEL ASAWORLD-CLASSDESTINATION. NOISE EXCELSATMAKINGTHEWORLDAWAREOF THAT.
FORTMYERSBEACHSTRATEGICPLANOVERVIEWS: ADVERTISING, PUBLICRELATIONS,WEBANDSOCIAL.
strat plan: advertising & marketing
Fort Myers Beach: Advertising & Marketing Plan. The typical strategic plan as developed by NOISE in partnership with our clients is typically a 60 to 90 day process that results in a multi-media, integrated communications program where all touchpoints are synchronized, harmonized and cumulative in their impact. Per your request, we present our outline for Strategic Plan: Advertising & Marketing here. PHASE ONE: BRAND CAMP | RESEARCH | PLANNING | DELIVERY OF PLAN As defined earlier in the NOISE Brand Realization 5.0 Process, our first efforts would involve Fort Myers Beach’s Brand Camp, at which time we would be meeting with a variety of internal ambassadors and external audiences, toward the understanding, identification and creation of a wholly-integrated annual multi-media plan. Elements of this and other strategic planning would involve:
« Brand Strengths and Weakness « Brand Opportunities « Target Audiences: Geographic, Demographic, Psychographic
« Target Audiences: Identification and Articulation of Various “Personas” (i.e. Active Millenials, etc.) « Baseline Brand Awareness, Across Each Audience Persona or in General: Quantitative, Qualitative or Both « Revenue Goals « Employment Goals « Economic Impact Goals « Fort Myers Beach Tourism: Opportunities for Improvement (Among Stakeholders, Members, etc.) « Media Plan Review « Analysis of Effectiveness of Co-op Advertising Program (If Existing)
« Analysis of Previous Media Plan Effectiveness « Comprehensive Review of Creative Assets « Comprehensive Review of Past Efforts: Successes, Failures, Marginals « Goals Identification for:
« Advertising Effectiveness (Print) « Advertising Effectiveness (Digital) « Advertising Effectiveness (Web)
« Advertising Effectiveness (E-Marketing) « Advertising Effectiveness (Video Marketing) « Advertising Effectiveness (Social) « Advertising Effectiveness (Public Relations) « Advertising Effectiveness (Events, Innovations, Others) « Render of Strategic Plan « Render of Strategic Plan Tactics, Timelines and Responsibilities « Render of Budget « Approved Methods of Reporting, Analytics, Metrics.
strat plan: advertising & marketing
Fort Myers Beach: Advertising & Marketing Plan.
PHASE TWO: ADVERTISING & MARKETING STRATEGIES & TACTICS Again, this effort is a partnership between NOISE and client. Per your request, our thoughts:
« Development of Creative Elements Based on Approved Plan, Which Could Include But Are Not Limited To: « Print Advertising « Digital Advertising (Banner, Rich Media, Other)
« E-Marketing Campaign - Past Performance Review of Lists, Opens, Clicks « E-Marketing Campaign – Internal List Marketing (Frequency TBD)
« E-Marketing Campaign – External List Marketing for New Prospects (Frequency TBD) « E-Marketing Campaign – High Value Promotions to Motivate Above New Prospects to Opt In « Outdoor or Out of Home Advertising (As Needed) « Literature Review, Recommendations and Recreation if Needed « Video Marketing Review, Recommendations and New or Updated Creative as Needed « Guestimonials Video Campaign (User Generated Content with Contest)
« Broadcast Advertising – Television (Dependent on Plan) « Broadcast Advertising – Radio (Dependent on Plan) « Niche Marketing Plans, Strategies and Tactics for (examples): « Young Adults « Families « Carefree Couples (Adults Without Children)
« Outdoor Enthusiasts « Adventure Enthusiasts « Athletic Organizations (Sports Marketing) « Meetings & Events « Weddings « Creatiion of Quarterly or Bi-Annual Print & Digital Magazine (See Attached Sample COASTE magazine) « VISIT FLORIDA Advertising Opportunities « VISIT FLORIDA Co-op Opportunities « Weekly Progress Reports Meetings (Telephone) « Monthly Metrics, Analytics and Reports
strat plan: pr and communications
Fort Myers Beach: PR and Communications Plan. The typical strategic plan as developed by NOISE in partnership with our clients is typically a 60 to 90 day process that results in a multi-media, integrated communications program where all touchpoints are synchronized, harmonized and cumulative in their impact. Per your request, we present our outline for Strategic Plan: Advertising & Marketing here. PHASE ONE: RESEARCH | PLANNING | DELIVERY OF PLAN As defined earlier in the NOISE Brand Realization 5.0 Process, our first efforts would involve Fort Myers Beach’s Brand Camp, at which time we would be meeting with a variety of internal ambassadors and external audiences, toward the understanding, identification and creation of a wholly-integrated annual multi-media plan. Elements of this and other strategic planning to affect public relations and communications are:
« Review of Past Performance (12 to 24 Months) « Review of Success Measurements « Review of Local, Regional, National and International Media Lists « Review of Media High Value Targets « Review of Annual Calendar of High Value Events, Promotions and Other Buzzworthy Items « Creation of Annual Strategic Plan With Tactics, Timelines, Assignments and Budget « Identification of Success Measurements With Plan
strat plan: pr and communications
Fort Myers Beach: PR & Communications Plan.
PHASE TWO: PUBLIC RELATIONS & COMMUNICATIONS STRATIES & TACTICS
« Creation of 12-Month Calendar of News Releases, Minimum Five Per Month « Target Highest Profile Media Outlets for Unique, Creative, Attention-Getting Story Solicitations « Create or Assist Fort Myers Beach Staff with Weekly Blog Installment (Noticed Almost 8-Month Absence of Installments Until April 2017) « Creation of Minimum Four Fort Myers Beach Correspondents to Serve as Alternating Weekly Niche Target Bloggers for (example): « Young Adults « Families « Adventure Enthusiasts « Carefree Couples « Integrate Blogs Into Video Marketing, E-Marketing, Digital Magazine and Social Media « Identify, Solicit and Partner With Key Social Media Influencers that Reach Our Target Audiences « Create and Attempt to Place Fort Myers Beach Content on High Value Target Websites and Blogs « Review, Update or Create Crisis Communications Plan « Solicit and Assist with Media Fam Tours and Visiting Travel Writers, Sports Groups and Group Tour Operators « Solicit and Pitch North American Travel Writers Association (NOISE is a Member) « Assist with VISIT FLORIDA Media Fam Tours « Concept, Create and Stage PR Events Wherever Possible in Partnership with Fort Myers Beach Staff « Attend Meetings and Provide Reports as Outlined PHASE THREE: ANTICIPATED RESULTS The goal of the NOISE Strategic Plan is to at minimummeet all of your specific goals for each area, based on the measurables that you define, but more likely exceed each goal —resulting in outstanding inquiries, web traffic, brand awareness, brand engagement, brand affinity, bed tax collections and revenues.
Specific to the Public Relations and Communications Plan, NOISE will achieve a minimum of 502 articles or video placements clipped in fiscal year 2017-2018, along with any other goals as determined by strategic planning.
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strat plan: web plan
Fort Myers Beach:Web Plan. The typical strategic plan as developed by NOISE in partnership with our clients is typically a 60 to 90 day process that results in a multi-media, integrated communications program where all touchpoints are synchronized, harmonized and cumulative in their impact. Per your request, we present our outline for Strategic Plan: Advertising & Marketing here. PHASE ONE: RESEARCH | PLANNING | DELIVERY OF PLAN As defined earlier in the NOISE Brand Realization 5.0 Process, our first efforts would involve Fort Myers Beach’s Brand Camp, at which time we would be meeting with a variety of internal ambassadors and external audiences, toward the understanding, identification and creation of a wholly-integrated annual multi-media plan. Elements of this and other strategic planning relative to the Strategic Web Plan are:
« Review of Past Performance (12-24 Months) Google Analytics Including « Unique Visitor Trends « Returning Visitor Trends « Time on Site Trends « Pageview Trends « Bounce Rate Trends « Entry and Exit Page Trends
« Referral Site Trends « Keyword Analysis « Search Engine Optimization Analysis « Site Speed Analysis « Content Analysis (What to Keep, What to Lose, What to Add) « Video Views Analysis « Organic Ranking Analysis « Review of Past Performance (12-24 Months) Adjunct Marketing and Advertising Including « Paid Search Performance « Retargeting Performance « TripAdvisor Performance « Digital Advertising Performance « Review of E-Marketing Campaigns Performance « Opens, Clicks, Landing Pages « List Optimization « Based on Plan, Identify New Site Needs, Overall Strategy, Niche Strategies « Identify Strategic Plan for Creation, Build, Test, Implementation, Launch and Budget « Identification of Success Measurements With Plan
strat plan: web plan
Fort Myers Beach:Web Plan.
PHASE TWO: WEB PLAN STRATEGIES AND TACTICS
« Home Page Includes Full Page Autoplay Video Clips of Various Fort Myers Beach Experiences and Adventures « Theme Can Address a Variety of Markets, Audiences, Passions, Events, Fun and More « Content Will Include
« Adventures (Parks, Recreation, Outdoor Activities) « Entertainment (Dining, Nightlife, Concerts, Events) « Attractions (Area and Regional Attractions) « Sports (Sports Marketing Information) « Meetings (Meetings, Events, Weddings Information) « Trip Planner « Detailed Map of Fort Myers Beach « Itineraries « Deals « Highlighted Events « Bloggers With Experiential Video
« Digital Visitor’s Guide « Visitor’s Guide Request « Video Gallery « Media Center « Social Links « Contact « Search Engine Optimization « SSL Certificate
« Additional Strategies Include
« Paid Search Marketing Campaign « Retargeting Campaign « TripAdvisor Marketing « User Experience Testing « Monthly Analytics and Trends Reporting « Adjustments When Necessary Within 24 Hours « Twice-Annual “Scrub” of Site
strat plan: social media plan
Fort Myers Beach: Social Media Plan. The typical strategic plan as developed by NOISE in partnership with our clients is typically a 60 to 90 day process that results in a multi-media, integrated communications program where all touchpoints are synchronized, harmonized and cumulative in their impact. Per your request, we present our outline for Strategic Plan: Advertising & Marketing here. PHASE ONE: RESEARCH | PLANNING | DELIVERY OF PLAN As defined earlier in the NOISE Brand Realization 5.0 Process, our first efforts would involve Fort Myers Beach’s Brand Camp, at which time we would be meeting with a variety of internal ambassadors and external audiences, toward the understanding, identification and creation of a wholly-integrated annual multi-media plan. Elements of this and other strategic planning to affect public relations and communications are:
« Review All Current Social Media Communities « Review All Current Social Performance and Trends Over Past 12-24 Months « Measure Total Impressions, Engagements, Shares « Create Annual Social Media Plan, Timeline, Responsibilities and Budget
PHASE TWO: SOCIAL MEDIA STRATEGIES AND TACTICS
« Identify Strategies, Tactics, Promotions, Contests and Other Engagements to Attract Followers « Create a Strategic Approach to Various Social Community Posts Including « Direct Traffic to Website « Encouragement Engagement, Commentary and Shares « Promote Marketing Elements Such As E-Blasts, Experiential Videos, “Onward” Bloggers « Post “Fun” Topics Meant to Entertain « Create Graphics That Reflect Any New Campaign—Broad or Specific—for Fort Myers Beach « Initiate “Guestimonials” Video Testimonial Campaign and Contest to Increase Followers and E-Database « Review Efforts of Any Social Media Advertising « Initiate New Social Media Ad Campaign « Develop Plan for Facebook, Instagram and Other Social Media Sites That Includes Specific Number of Weekly Posts Per Social Community to Maximize Impressions, Engagement and Web Traffic « Identify and Host Influencers « Provide Monthly Reporting and Analytics
FORTMYERSBEACHWORK PROPOSAL.
quality control and budgeting
Our philosophy: Perfect is good enough.
ABOUT SUPPORTING LOCAL VENDORS AND PARTNERS As mentioned earlier, NOISE would first and foremost seek to support Fort Myers Beach members or companies within Fort Myers Beach. For photography, beyond working with talent agencies in Orlando and Tampa, we might also create a public relations “talent event” — through traditional and social media — and look to identify real people from the local community to participate as print talent and, depending on their abilities, perhaps video talent. The media exposure would be outstanding. For video production, we would most likely ask video partners in Orlando and Tampa to either submit examples similar to what we would desire, or have them shoot an original raw file either 30 or 60 seconds, to demonstrate their talents. We would then negotiate to your best interests. EXAMPLES OF ESTIMATES AND INVOICES All work approved within the Strategic Plan, or subsequent to it, will commence only when a work order, with accompanying estimate, is approved by authorized Fort Myers Beach signature (actual or electronic). NOISE estimates are rendered at client’s choice of “not to exceed” or to allow for 10% plus-minus variance. Samples are provided here.
estimate
Client
AldenSuites
ClientContact ProjectTitle ProjectNumber AccountLeader
TonySatterfield,GraceDiStefano
In-RoomVideoDisplay
TBD
JohnSprecher,EmilyKettner
Date
7.12.16
ServicesDescription
Create90-second to120-secondvideo for in-housechannel that featuresallamenitiesandservicesofAldenSuites,and includessales effort towardbar,GrabandGo,plusothernewactivities.Willutilize existingphotographyandpossiblyvideo.
SERVICESRENDERED
COST
$500 $500 $100 $1,000-$1,200
Video Script Professional Video Narrator Stock Music Video Edit to Final Cut and Output to Required Video Format
TOTALPROJECTESTIMATE
$2,000-$2,200
AuthorizedClientApprovalSignature (Please sign, retainoriginaland return copy toNOISE contact)
Date
Note:Thisestimate shouldbe consideredaccuratewithanallowancenogreater than10%overestimate.Thisestimate includes two roundsofdirectional and/or accuracy revisions; significant revisions that arenot the responsibilityof the agencywill result in the invoicingofwork todateon thisproject and newestimate.Thisestimate isvalidwithin30daysof receipt.
quality control and budgeting
Project management: persnickety’s a good word.
PROJECT MANAGEMENT AND DOCUMENTATION All work approved within the Strategic Plan, or subsequent to it, will be confirmed via either or both electronic confirmation (e-mail report) and/or written confirmation (contact report). Based on these actions, work will commence only when a work order, with accompanying estimate, is approved by authorized Fort Myers Beach signature (actual or electronic). NOISE estimates are rendered at client’s choice of “not to exceed” or to allow for 10% plus-minus variance. An example is attached here. INTERNAL APPROVAL PROCESS Fort Myers Beach will be assigned a NOISE team of professionals, dedicated to know and love your brand— inside and out. This team includes Strategic Leaders, Account Leaders, Creative Directors, Art Directors, Production Artists, Digital Strategy Leaders, Web and SEO Leaders, Social Media Leaders, Traditional Media Leaders and more. As work flows through the agency, each individual will be responsible for the review and internal approval of every project prior to its delivery to you, ensuring the greatest opportunity for perfection.
EXTERNAL APPROVAL PROCESS Work will be considered as having “final approval” upon final written or electronic signoff by authorized Fort Myers Beach representative. Alterations following final approval will be the responsibility of client or agency, depending upon who initiates alterations and for what reason(s). CHANGE ORDER When scope of any work is mandated to change, NOISE will render a change order reflecting any cost additions or subtractions versus original estimate. Authorized Fort Myers Beach signature will be required before work continues.
Contact Report
FORCLIENT: FORAGENCY:
JimMcCallion,SusanMcCallion
JohnSprecher
COPIES:
EmilyKettner,AshleyBurns
DATE:
9.29.16
Clientandagencymetwith the followingprojectsoutlined.Allprojectsarenewand requireassignmentbyEmily KettnerorAshleyBurns. ISLANDERNEWSPAPERCAMPAIGN Agencypresented two campaign concepts for client review.Clientapproved “Fun.Facts.” campaignwith the following itemsofnote: § Photo (firstad)ofSusanand Jimwithkite,umbrellaorBenFranklin costume § Jim toprovide testimonial forRealtyDoneRightarea § Jim toprovideuniqueURL for listings § Jim toprovidedisclaimer forad § NOISE to reworkareawhereForSale sign currently is, citing47HomesSoldThisYearanddirectingpersons touniqueurl § DropFacebookURL,analyze increase inphonenumber size
NOTE:Photo shoot tobe scheduled forMonday,October3.
NEWSLETTERMASTHEAD Agencyprovidedavarietyofmastheads for review.Clientwillmake finaldecisionamong three “IslandLiving” finalists.
value added
Value and value added.
With NOISE, each client’s contract is negotiated to your desires. That means certain clients are strictly on a fee-per-project structure; others on fees with retainers toward select services; and others strictly retainer. NOISE will analyze your budgetary priorities and needs, and propose a financial relationship that will represent great value and value-added. Our standard rate card is as follows. Generally, projects are provided written estimates toward approval.
« Strategic Planning « Market Research « Account Services « Creative Direction
$150 hour $125 hour $125 hour $150 hour $150 hour $150 hour $150 hour $125 hour $100 hour $125 hour $100 hour $100 hour $85 hour $50 hour
« Art Direction « Copywriting
« Broadcast Production «
(Film/Video/Radio/Other)
« Public Relations
« Social Media Services
« Web Design
« Web Programming
« Search Engine Optimization
« Graphic Design
« Travel Required by Client « Commission on Purchases Net « Media Negotiation, Analysis, Buy No Charge « Media Commission « Up To $1 Million 15.0% « $1 Million - $1.5 Million 14.5% « $1.5 Million - $2.0 Million 14.0% « $2.0 Million - $2.5 Million 13.5% « Above $2.5 Million 13.0%
THANK YOU, FORTMYERSBEACH. PLEASEHIRENOISE.
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