2015-2016 MARKETING PLAN SUMMARY
Cynthia Delgado, Director of Marketing
Blake Jackson, Marketing Coordinator
John Feins, Public Relations Manager
 Lou Hammond & Associates-PR
• Terry Gallagher, Vice-President
• Carlyn Tompkin, Account
Executive
• Matt Sessions, Account Manager
• Stephane Ferrraris, Account
Coordinator
 Studio X-Website
• Kyle Langan, Webmaster
• Trudy Gibson, Account Manager
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Fuseideas-Advertising
Steve Mason, Strategic Dire
CJ Kaplan, Creative Directo
Shaun Stanwood, Art Direc
Geenamarie Shuttleworth,
Account Manager
 Bella Media-Santa Fe Guid
• Bruce Adams, Publisher
• Bryan Cooper, Editor
MARKETING OVERVIEW
OBJECTIVES
 Design and develop a high impact Santa Fe brand. Build key messages and mileston
Santa Fe brand visibility.
 Attract the leisure visitors, meetings, tours and group markets to Santa Fe with an e
integrated marketing plan and campaign.
 Develop 2015-2016 marketing goals, based on key insights and true understanding
value.
 Increase and leverage partnership with NMTD and Santa Fe business partners .
 Execute marketing plans with community collaboration and transparency.
2014 MARKETING ACCOMPLISHMENTS
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Supported 5 Press/Industry FAM Trips
Filming of the Bachelor episode highlighting Santa 
Fe and Northern New Mexico
New PR contract including the addition of a staff
PR manager- John Feins
Redesign 2015 Santa Fe Guide
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Redesigned Website and Email templates to
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improve navigation and responsiveness
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Transitioned Advertising agency of recordFuseideas
2nd Annual Celebrate Santa Fe Tourism Event
2014 in partnership with the Santa Fe Chamber of
Commerce and New Mexican
Paid Media Leisure Campaign Launches
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 Facebook Promotion with the Denver Airport
(United Santa Fe –Denver Flight Support)
 Santa Fe I Do Promotion
 VIVA Santa Fe-Virtual Zozobra
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 Green Chile Cheeseburger Smackdown
 Tune In to Santa Fe
 Farolito Instagram Campaign
New Mexico Tourism Grants
 2014 $32,500
 2015 $20,000 NM Radio Campaign
Getaway
Developed Industry Partner Site on San
TANM TIARA Awards 2014
Developed E-Mail Newsletter Strategy
 Santa Fe What’s Happening Month
 Santa Fe Deals & Specials Monthly
 Seasonal Newsletter Quarterly
 Business Partners Newsletter Twice
 10-Day Events Calendar
Traveled to Press Desk Sides
 Chicago
 Portland
 San Francisco
Destination Marketing Work GroupHospitality/Tourism community group t
3 times a year to share marketing ideas
networking.
2015 GOALS & METRICS OF EVALUATION
Visitor Guide
o 2015 Goal 21,958 Visitor Guides Mailed
• Increase Visitor Guide Requests 10%
(1,996)
Opt-In Email Database
o 2015 Goal of 75,919 subscribers
• Increase database subscribers 10%
(6,902)
Website
o 2015 Goal 1,320,000 Web Visits
• Increase overall web traffic 10%
(120,000)
o 2015 Goal 1,020,265 Web New Visits
• Increase new visitors 10% (92,751)
Public Relations
o 2015 Goal 78 Distributed Press Releases
• Increase distributed press releases 25%
(16)
o 2015 Goal 152 Supported Press Visits
• Increase supported press visits 15% (20)
o 2015 Goal 1,988 Media Contacts
• Increase media contacts 10% (181)
o 2015 Goal $15,000,000 Earned Media
• Increase earned media 50% ($5,000,000)
Social Media
o 2015 Goal 45,495 Facebook Likes
• Increase Facebook likes 25%
o 2015 Goal 1,902 Pinterest Followe
• Increase Pinterest followers
o 2015 Goal 9,507 Twitter Follower
• Increase Twitter followers 2
o 2015 Goal 1,464 Instagram Follow
• Increase Instagram followe
o 2015 Goal 84 YouTube Subscriptio
• Increase YouTube subscript
(42)
o 2015 Goal 47,331 Blog Page View
• Increase Blog Page views 2
BRAND STRATEGY
SANTA FE / CAMPAIGN CORNERSTONES
COMMUNITY DISCUSSION
Key Take Aways
Santa Fe’s multicultural heritage is a rich and differentiating attribute that must be inclu
marketing communications. Art, cuisine, architecture and more can be tied to Santa Fe’s
history.
Art, art history, contemporary art and performing arts remain the core of the Santa Fe b
should be communicated as part of the Santa Fe experience.
Santa Fe offers an experience like nowhere else – from outdoor recreation and sightsee
enjoyment of the arts, history, dining, shopping and more. It’s an experience that is trul
“The City Different” is not only historic, but continues to be accurate and a strong platfo
which Santa Fe’s story can be told.
History alone may not be as attractive to younger consumers, but history woven togeth
Fe’s multicultural heritage becomes a story about people—and is much more engaging
Meeting Planners and Incentive Travel Managers may have a low level of awareness of S
what it has to offer—suggesting that a coordinated sales and advertising effort is neede
COMMUNITY DISCUSSION
Key Take Aways
As a destination that is so visually unique and in such a stunning setting, more and bett
videos should be used to tell the Santa Fe story.
Part of the Santa Fe experience is shopping in a relaxed, friendly atmosphere with incre
and artful, creative products made locally.
Santa Fe is a hub, from which one can explore the Pueblos, the National Forest, a compl
outdoor recreation and sightseeing plus all of the comforts, amenities and attractions o
Santa Fe’s architectural style is rooted in its multicultural heritage, and was furthered as
preservation strategy—as a result, Santa Fe is unique among all the world’s cities.
The Pueblos of Santa Fe are unique in North America, and should be included with resp
for accuracy among our marketing communications – and should let people know that t
are accessible, welcoming and hold great historic integrity.
It is critically important to maintain authenticity in marketing Santa Fe—and avoid the h
synthetic promotion that so many destinations embrace.
COMMUNITY DISCUSSION
Key Take Aways
An important characteristic of the Santa Fe experience is how intimate most venues are
dining to theater and music, the opera and even the museums.
When appropriate, providing the greater context of the Northern New Mexico region as
Fe’s setting can help further differentiate the city from the rest of New Mexico
Social media is critical, especially as we seek to share the depth and variety of intellectu
soulful, rich experiences available in Santa Fe
Events serve two purposes: 1) Events can be motivating reasons for visitors to select San
and come specifically to attend that event, and 2) Events can illustrate that Santa Fe is a
and interesting destination with lots to see and do at any time of year
Interests are far more important than age when targeting consumers for Santa Fe
Santa Fe has a warm and welcoming vibe, a feeling that causes many to feel that they ha
found their spiritual home—that’s why many people throughout the community tell per
stories of how they came to be in Santa Fe
MARKETING STRATEGY & TACTICS
BRAND STRATEGY
Positioning Statement
To travelers with an adventurous spirit, a love of art and nature, and a thirst for
authentic culture, Santa Fe is the destination that inspires their imagination and
captures their spirit.
Because only Santa Fe offers the experience of exploring and enjoying:
• One of the top art destinations in North America
• A rich multi-cultural heritage that is central to Santa Fe’s history and character
• A history that dates back many centuries, and includes Anglo roots, Spanish influenc
important trade routes from the Santa Fe Trail and El Camino Real to Old Route 66
• Architecture and style that is unique to “The City Different”
• Cuisine that reflects the multi-cultural heritage of the city, including dishes featuring
delicious chile and more variations of margaritas than anywhere else in the world
• Stunning natural beauty with a wide variety of outdoor recreation offerings
• A vibrant city with friendly and hospitable locals, intimate and authentic settings, an
activities to suit those seeking a genuine Santa Fe experience
MARKETING STRATEGY
Overview
Position Santa Fe as a highly unique destination that provides a rich, rewarding, multiexperience
Strategies
• Communicate the experience of Santa Fe through storytelling that allows the vibrant
warm character of the “City Different” to shine through
• Develop messaging from the core platform of art, culture, history, natural beauty an
• Increase the utilization of video – the most effective vehicle to share and illustrate th
experience
• Deliver customized messages to target segments based on interests
• Enhance the efficiency of targeting digital media
• Create and deploy fresh new photography and video across multiple channels
• Fully integrate advertising, public relations, social media and digital messaging and b
presentation
• Develop and use website landing pages that continue and amplify advertising messa
• Take full advantage of co-op and partner opportunities
• Increase knowledge of Santa Fe visitors through research
• Optimize campaigns in flight, and measure, analyze and report key metrics across the
the integrated campaign
MARKETING COMPONENTS
Paid
Media
Social
Media
Direct
Marketing
SantaFe.org
Santa Fe
Guide
(VG)
E-Blasts
Public
Relations
MARKETING / INDUSTRY TOOLS
Resources available on the Industry Partners page of SantaFe.org
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