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Newport Beach Next • Integrated Community Marketing Roadmap 3 NEWPORT BEACH NEXT • INTEGRATED COMMUNITY MARKETING ROADMAP 3 TABLE OF CONTENTS Newport Beach & Company Dine Newport Beach Mission Statement 04 Mission Statement 22 Objectives and Strategies 05 Objectives and Strategies 23 Executive Commitee 06 Goals 25 Executive Staff 07 Budget 25 Budget 08 Strategic Plan Schematic 09 Enterprise Newport Beach Balboa Village/Balboa Island Mission Statement 26 Visit Newport Beach - Leisure Objectives and Strategies 27 Mission Statement 10 Goals 30 Objectives and Strategies 11 Budget 31 Goals 13 Budget 13 Newport Beach TV Mission Statement 32 Visit Newport Beach Conference Sales Objectives and Strategies 33 Mission Statement 14 Goals 35 Objectives and Strategies 15 Budget 35 Budget 17 Celebrate Newport Beach Mission Statement 18 Objectives and Strategies 19 Goals 20 Budget 21 4 NEWPORT BEACH & COMPANY Mission Brand Promise Newport Beach & Company is a creative Newport Beach & Company is a “Newport Beach & and focused community-marketing progressive, dynamic and innovative agency that is singularly committed marketing organization that brings Company aspires to telling the integrated Newport a results-oriented mindset along Beach brand story. By embracing a with forward-looking attitude to the to be the national variety of neighborhoods, businesses community it serves. Embracing a and individual unique voices into a learning centered environment where model for outstanding complementary story, Newport Beach & ideas can develop and be best used for Company strengthens all of its partners, the benefit of its partners, Newport integrated community drives new revenue to the city and Beach & Company’s team is a passionate enhances its overall vibrancy. steward for the Newport Beach brand. marketing and It is resourceful in creating meaningful brand leadership.” marketing programs and services and Vision setting the standard for outstanding Newport Beach & Company aspires to destination leadership. be the national model for outstanding integrated community marketing and brand leadership. As an entrepreneurial leadership organization, Newport Beach & Company is creative, innovative and professional in building destination awareness both locally and nationally which drives business and economic growth. It strives to do for its partners and stakeholders what they cannot do individually. 5 Objectives interoperability of platforms and following areas execute specific roles Enhance and support all Newport Beach applications. and responsibilities. & Company efforts by providing consistent, ethical, and transparent Newport Beach & Company will The Brand Marketing Team is policies in the financial, human continue to seek out open-source comprised of three functional resources, and technological operations. platforms, such as our Content areas: communications and brand Management System (CMS) for our management; marketing and strategic Strategies websites, which use WordPress software. partnerships; and digital marketing and Professional development is Additionally, utilize our Customer new media. important to Newport Beach & Relations Management (CRM) tools Company for the purpose of staff to expand the organization and each The communications and brand education and development especially business unit managed within it. marketing team leads Newport Beach since the team is now managing projects & Company’s international marketing, for a variety of business units. The Newport Beach & Company also will media relations, communications, brand purpose of encouraging staff to stay utilize strategic partnerships with management and design initiatives. up-to-date on training in their field is to vendor and service providers that The marketing and strategic improve the performance of our team will allow pinpoint accuracies and partnerships team leads the company’s and keep Newport Beach on the cutting controlled cost variables to ensure as marketing and advertising, special edge of what is happening in all areas. we grow we best manage tools (both events, business development and Professional development promotes hardware and software) that will benefit sponsorship, Enterprise Newport the growth of individuals to strengthen not just one but all parts of the overall Beach, Dine Newport Beach and visitor their skills used on the job and in our organization. concierge program including the community. Professional development Fashion Island Visitor Center. also provides the opportunity to Operations develop a sense of purpose, learn The operation of Newport Beach & The digital marketing and new best practices, broaden a positive Company is best visualized in this media team leads Newport Beach perception of our organization, schematic framework to indicate how we & Company’s digital marketing, network with those in our industry, carry out all of the business functions. website, e-mail marketing, social and increase the capacity to gain The Brand Marketing Team is where all media, blogging, video production and knowledge and mastery of techniques. of the marketing work is carried out for Newport Beach TV. each of the business units. Technology Infrastructure Within the Brand Marketing Team, the & Support The technology infrastructure and support is a critical component of Board of Directors Newport Beach Foundation the existence of Newport Beach 501(c)6TOT 501(c)3 & Company. The technology Community Leadership infrastructure includes the hardware, Financial/ President/CEO Development Administrative Team software, communications platforms, and database management to ensure Brand Marketing Team the organization is optimized for peak performance, management and Visit Newport Dine Celebrate TV Enterprise security. The infrastructure and support Beach Inc. Newport Beach Newport Beach Newport Beach Newport Beach includes contingency arrangements and Destination Marketing Marketing, Sales Marketing Sales, Marketing, Sales Marketing, Sales direction for acquisition of technology Sales and Services and Services Services and and Services and Services • Meeting Planners • Residents Operations • Residents • BID • Select Event Commmunications resources. It considers changes in the • Visitors • Visitors • Visitors Execution competitive environment, economies • Special Events • Community Events • B2B Support • New Event • Business Retention of scale for information systems Development • Sports Support staffing and investments, and improved 6 EXECUTIVE COMMITEE ANDY THEODOROU HOMER BLUDAU CHAIR MEMBER AT LARGE Newport Dunes Waterfront Resort & Marina Former City Manager DENNIS O’NEIL VICE CHAIR KARL KRUGER City of Newport Beach MEMBER AT LARGE Fairmont Newport Beach LINDA BEIMFOHR DEBBIE SNAVELY SECRETARY PAST CHAIRPERSON Hornblower Cruises & Events Marriott Newport Beach Resort & Spa CANDACE BISCONTE TREASURER ACCESS Destination Services BOARD OF DIRECTORS BRION AMENDT RUSS KLINE TOM POLLACK Newport Channel Inn American Express ExplorOcean CRAIG BATLEY KARL KRUGER NINA ROBINSON Burr White Realty Fairmont Newport Beach Hoag Hospital LINDA M. BEIMFOHR, GIUSEPPE LAMA GREGG SCHWENK Hornblower Cruises & Events The Resort at Pelican Hill Newport Beach Film Festival RUTH BENJAMIN MELODY LANTHORN-GALE Hyatt Regency Newport Beach Newport Beach Marriott Bayview DEBBIE SNAVELY Newport Beach Marriott CANDACE BISCONTE ROBERT LECK Hotel & Spa ACCESS Destination Services Radisson Hotel Newport Beach ANDY THEODOROU HOMER BLUDAU DAN MATUSIEWICZ Newport Dunes Waterfront Former City Manager Finance DirectorCity of Newport Resort & Marina Beach ANNIKA CHASE TANYA THOMAS Disneyland Resort CAROL MCDERMOTT Fashion Island Entitlement Advisors, LLC SAM ELRABAA JIM WALKER Balboa Bay Resort DENNIS O’NEIL Bungalow Restaurant City of Newport Beach CHIEF JAY JOHNSON GERARD WIDDER Newport Beach Police Dept. Island Hotel 7 EXECUTIVE TEAM GARY SHERWIN MICHELLE DONAHUE PRESIDENT & CEO SENIOR VICE PRESIDENT OF SALES LESLEY SWAIN CHIEF FINANCIAL OFFICER CATHERINE KENNEDY DIRECTOR OF ADMINISTRATION/ ASSISTANT TO THE CEO DOUG McCLAIN SENIOR VICE PRESIDENT/ CHIEF MARKETING OFFICER NEWPORT BEACH & COMPANY TEAM MARKETING TEAM HILLARY BURTON FASHION ISLAND National Account Director (Pacific VISITOR CONCIERGES MARK RUDYK Northwest; Hawaii/Alaska, California Senior Director of Digital Marketing LEON RODGERS State Associations; Northern CA; and New Media Visitor Concierge Canada) JANE DRYDEN STACY ALFARO Director of Brand Management MICHELLE DEVINE Visitor Concierge National Account Director (Orange and Design County Key Accounts; North & KAREN FLEMING LESLIE DODS South Carolina; Northeastern U.S.) Visitor Concierge Director of Special Events and Development LORI HOY National Account Director (Silicon NEWPORT BEACH BRIANNA SAUCEDO Valley; San Diego; Arizona; Texas; PRODUCTION TEAM Digital Marketing Specialist New Mexico & Southeastern U.S.) DOMINIC DIMARE COLLEEN COSTELLO ENRIQUE PAULO Production Team Leader Marketing Coordinator National Account Director (Orange County, CA; Midwest) LUIS HERERRA HALY HAIGH Videographer/Editor Front Desk Visitor Concierge AMANDA RENEE KENNING Sales & Service Associate ED OLEN Videographer/Editor ERIN STAPLEY SALES TEAM Sales & Research Coordinator AMANDA KLIEM NEWPORT BEACH FOUNDATION Director of Sales (Orange County: HOMER BLUDAU Newport Beach, Costa Mesa, Santa Executive Director Ana, Anaheim; Washington, D.C.; Maryland; Virginia; Utah; Colorado; Nevada) 8 BUDGET NEWPORT BEACH & COMPANY FY 2015 FY 2016 FORCASTED REVENUEE $2,274,785 $2,820,080 OPERATING EXPENSES $2,032,395 $2,527,380 ADVERTISING $76,264 $47,000 COMMUNITY RELATIONS $66,330
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