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Home My WebLink AboutMarketing Cmte - 12/15/09 _� �.. l �L� V �J�� 1 PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, December 15, 2009 - 2:00 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:03 p.m. II. ROLL CALL Members Present: Members Absent: Sara O'Flynn, Chair Emily Bird-Hrivnak, Vice Chair Lee Morcus Theresa Maggio Brent Wise CITY COUNCILACTION Michael Shimer AF�'HnVF;t) _._ I��-�V11�D RrcrrvFn �� ` � ��-��E:�� Staff/Others Present: Dick Kelly, Councilmember MFET[NG nATE �-�S-�O�� Justin McCarthy, Assistant City Manager AYES: �'��Sr%n �ern�r5fln �(�l/�, i�,;,� ��_� Kristy Kneiding, Marketing Manager ��}�`�: N°n�' Donna Gomez, Visitor Center Manager A��`�r;�T: N�n�, �� y David Hermann, ManagementAnalyst Al3S'i'��r: � ��t ��-- Jane Stanley, Recording Secretary V�-IZf�(�:dl� 13Y: .1� � ^-� A�t DaVls, P81mDesel�'.COm Ori�inal on File with (;ity Cterk 4 Of'tice � III. ORAL COMMUNICATIONS Dick Kelly thanked the Committee and presented each member with a token of appreciation for their contribution to the Marketing Committee. IV. CONSENT CALENDAR A. MINUTES OF THE MEETINGS OF OCTOBER 20, 2009. Michael Shimer moved, by Minute Motion, to approve the minutes of the November 17, 2009, meeting as presented. Motion was seconded by Lee Morcus and carried 5-0. V. CONSENT ITEMS HELD OVER None � APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 15, 2009 VI. NEW BUSINESS A. SELECTION OF COMMITTEE CHAIR AND VICE CHAIR Kristy Kneiding mentioned that Council is in the process of deciding who will be re-appointed to the current committees, and is also interviewing applicants. Dick Kelly stated unofficially that Council has decided to re-appoint any committee member that is willing to serve another term. Emily Bird-Hrivnak's and Lee Morcus' terms will end on December 31. Michael Shimer moved, by Minute Motion, to continue this item to the January meeting. Motion was seconded by Sara O'Flynn and carried 5-0. B. MARKETING OVERVIEW/ PLAN Ms. Kneiding explained that the overview was designed for Council as a review of budget and marketing efforts, to be used both as an educational and planning tool. The basic marketing plan goal has not changed, which has been to market to residents, businesses and visitors. Previously the marketing budget outlined the media plan. This plan explains why and how things work and what is being looked at for the future. Sections of the plan are: Marketing Objectives, Target Audiences, Advertising/Public Relations, Online Strategies and Partnerships. The placement of print and online ads is highlighted. Regarding Online Strategies, Donna Gomez has taken over Facebook and Twitter to keep Palm Desert in the spotlight. Fans have increased from 67 to 771 in 6 weeks, showing that experimentation with online ads has been effective. One of the biggest challenges, ways to measure what is done, is outlined. Online measurements are easier and can give indications of what people are looking for on the website. The ultimate goal is to educate people and get them to visit Palm Desert. There is ongoing testing with different ideas to maximize the number of online visitors with the least amount of dollars. Mrs. O'Flynn asked about the effect of discontinuing the public relations and web consultant contracts. Ms. Kneiding explained that the web consultant is missed because she was the "watchdog" and webmaster, was familiar with marketing and the Palm Desert brand, helped transition the e-gov site, was proactive at looking for opportunities, 2 ' APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 15, 2009 could compile and analyze data, and generate reports. Editorial exposure generated by the public relations agency will be missed and is a large piece of the marketing mix. A public relations company could be addressed again in the future. Mr. Kelly commented that the money for the public relations contract could be used somewhere else to get a similar benefit. The marketing plan also summarizes the partnerships with the CVA and CTTC, lists collateral development and local marketing such as the BrightSide newsletter, concluding with why it is important to have a multi-channel marketing plan to reach the target audience in a variety of ways. Some recommendations for Council are listed. A summary of expenditures, and the Special Events and Art in Public Places budget are also included to show all the marketing avenues in the city. The Appendix has: Marketing Budget and Schedule, Online Results and Data, PR Placements and a portion of the CVA Visitor Profile Study for 2007/08. Ms. Kneiding said there could be possible budget cuts at mid-year and asked for input from the Committee for additional ideas, changes in philosophy, or direction. Mr. Morcus inquired how much is the possible cut, and Ms. Kneiding stated it could be 10-15%. Possible areas to reflect the cuts are activities that have already been completed under budget, such as a $25,000 savings for the Dining Guide, which was voted on by this Committee. A good portion would be from not renewing the public relations and web consultant contracts. The focus is to streamline efforts, do things more effectively and less expensive while still maintaining services and quality of the brand. Ms. O'Flynn asked how the Committee could assist. Ms. Kneiding requested the Committee bring ideas forward, things they are seeing, any missing opportunities, suggestions and input, or ideas of interest that could be pursued. Ms. O'Flynn asked that the agenda and attachments be sent out earlier, with a reminder of where the goals are tracking, along with an updated budget highlighting any significant changes. Theresa Maggio moved, by Minute Motion, to receive and file the Marketing Overview / Plan. Motion was seconded by Sara O'Flynn and carried 5-0. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 15, 2009 VII. CONTINUED BUSINESS None VIII. OLD BUSINESS None IX. INFORMATIONAL ITEMS A. Donna Gomez updated the Committee on the "Dine Out Palm Desert" 20% discount program, which will run January 2 — 31, 2010. Thirty-eight restaurants, from fast food to fine dining, will participate. The participating restaurants will be asked to keep track so results can be reviewed and other opportunities could be pursued in the future. The program will be advertized on four radio stations and in The Desert Sun. The coupon will be available at the Visitor Center, City Hall, and the Chamber of Commerce, in The Desert Sun, as well as on the City's e- gov and tourism websites. Participating restaurants will be visually highlighted in the online dining guide. B. Ms. Gomez also handed out the Visitor Center activity report. The new report now tracks new Facebook fans, New Twitter followers, and Twitter Tweets. The report also follows the fiscal year instead of the calendar year. The numbers are encouraging; visitor numbers have increased 11% over last year. Ms. Kneiding explained the difference between Twitter followers, Tweets, and Re-Tweets. Ms. Gomez stated that she averages 3 to 4 postings per week. X. REPORTS AND REMARKS A. Chair The Gardens had their "Paws `n Clause" event to benefit Animal Samaritans and will have another event to benefit Big Brothers / Big Sisters. A few temporary tenants occupy spaces at the Gardens. They are looking forward to a good holiday season. B. Committee Members Mr. Morcus detailed two upcoming charitable events at the Jackalope Ranch restaurant to help Variety the Children's Charity, Olive Crest, and an animal charity. Mr. Wise reported that the 12 Days of Christmas have been a larger success than anticipated. Mr. Wise announced that he will be relocating to Maryland and this will be his last Marketing Committee meeting. 4 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE DECEMBER 15, 2009 C. Staff Ms. Kneiding stated that the last movie of the season, How the Grinch Stole Christmas, will be shown Friday. The Side Street Strutters will be invited back for the 4th of July. The ribbon cutting for the newly reconstructed Civic Center amphitheater was held last Friday. Ms. Kneiding reminded the Committee that the location of the January 19th meeting will be moved to the North Wing Conference Room at City Hall. Ms. Gomez reported that there were about 250 people who attended the wreath lighting event at the Visitor Center. XI. REPORTS FROM CITY COUNCIL LIAISONS Mr. Kelly stated that Council will be reviewing fourth quarter results before making any budgeting decisions. He also said Mr. Wise will be missed and thanked him for helping the economy of Palm Desert. Mr. Kelly feels positive about the CVA and anticipates positive results. After attending the Side Street Strutters concert last week in the Civic Center Park and seeing the low turnout, he expressed that he is not in favor of having concerts later in the year. Mr. Kelly thanked the Committee and affirmed their importance in helping increase the revenue of the City. XII. ADJOURNMENT The meeting adjourned at 3:05 p.m. , ��; ��f �� Jan Stanley, Recording ecretary 5