ELEVATING REDDING TO DRIVE VISITOR ARRIVALS & EXPENDITURES

Presented by Redding Chamber of Commerce & Development Counsellors International Table of Contents

2 Understanding of the Project

7 Qualifications of Consultants

15 Narrative Requirements

19 Campaign Concepts

27 A High-Impact Integrated Marketing Strategy

47 Relevant Experience

53 Samples of Work

65 Team

Lassen Volcanic National Park Credit: @cax.photography

1 Understanding of the Project

We believe all good branding and marketing must Understanding be rooted in research. While our proposed scope of work includes an extensive foundation of quantitative and qualitative research inputs, this preliminary research allowed us to gain a base understanding of how Redding is perceived as a travel destination among internal and external audiences. of the Project These findings helped inform our proposed strategy.

We’ve got this. The inside view: Residents. Redding’s new brand needs to find “common ground” Local residents are only moderately supportive of growing the Redding tourism industry but this is driven in part by the perceived lack of information that appeals to residents and visitors alike. on tourism developments shared by the local government and stakeholders.

We found your request for qualifications, augmented by the addendum, To get a directional understanding of Redding residents’ sentiments towards tourism within to be crystal-clear. In a nutshell, here’s our understanding of the project, the community, the Chamber/DCI conducted a four-question online survey of a small sample which is slated to begin on May 1, 2021: of Redding residents in early January. Key findings included: ° Develop and execute a strategic and sustainable marketing and branding plan to increase ° On a scale of 1 to 5, residents showed moderate support for welcoming visitors visitor arrivals and expenditures in Redding — both leisure travelers and groups. to Redding from other parts of the U.S. (3.5) and from other countries (3.2). ° Take a hard look at Redding’s current messaging and marketing assets; identify gaps ° Although residents said tourism was important to the local economy (4 of 5), and areas of opportunity. the ranking dipped to 3.5 when asked if the benefits of tourism outweighed the negatives for the community. ° Insure that Redding’s new brand resonates with both residents and visitors. ° Less than one-quarter of respondents (24%) indicated that the local ° Create a smart, highly integrated marketing strategy. government and/or other local stakeholders keep residents informed on the major tourism developments or updates in the community. ° Dial up Redding’s digital marketing, including taking the website to the next level with a community calendar of events. ° When residents were asked how likely are they to recommend Redding as a place to visit to potential visitors from outside the area/state, Capitalize on the natural beauty of Redding and developing assets downtown ° the mean was 3.3, with only 27% saying “very likely.” to produce compelling videos and photos that depict the “true” experience visitors can expect in Redding. Although the ambivalence of residents toward tourism is likely heightened due to COVID, there is room for improvement in educating, informing and Maximize the City’s return on investment, focusing on the most strategic initiatives ° improving the community’s sentiments about tourism. that can be delivered “all-in” within the budget stated in the RFQ. ° Measure everything. You want to know we moved the needle.

Downtown Redding

2 3 Understanding of the Project

The inside view: Stakeholders. The outside view: Past/Potential Visitors.

“We’re a small town, but we think big in Redding — Cascade Theatre, Redding was perceived less favorably as a leisure Turtle Bay, Sundial Bridge. There is a sense of possibility here and travel destination compared to other competitor we’re always inventing the best possible version of ourselves. destinations in California and Oregon.

In addition, DCI conducted a series of telephone interviews with key stakeholders to The Chamber/DCI also conducted a brief online survey among a small sample of garner their point of view on Redding’s tourism assets, untapped potential and other past and potential visitors in four key feeder markets — Sacramento, San Francisco/ topics. Common themes and topline observations included: Bay Area, and Reno/Tahoe. The goal was to understand how Redding was perceived among its competitive set. Here’s what we learned: ° Although the landscape is gorgeous, downtown Redding isn’t as “photogenic.” We need to pay attention to the smaller moments because the city is greater ° Redding is facing stiff competition — and is perceived less favorably — than the sum of its parts. compared to other destinations offering similar attractions/amenities. When presented with seven leisure travel destinations in Oregon and California, ° While downtown Redding is undergoing a revitalization, it’s still in the only 7% of respondents chose Redding as a destination of interest for future “asset development” phase and doesn’t yet have the same strong travel. This lack of interest appears to be driven, in part, by a lack of familiarity gravitational pull as Turtle Bay/Sundial Bridge, etc. with Redding. Although still several years away, the downtown bike loop will connect ° ° Among respondents reporting an interest in visiting Redding in the future, two major nodes with the Riverfront Trail. That’s a huge opportunity for Redding. 73% are repeat visitors. As the cost of converting new visitors is much greater, ° Redding needs to build on its strong reputation as a mountain biking targeting repeat visitation is a key opportunity. and fly fishing destination. ° Outdoor recreation is a differentiator for Redding. When survey takers were ° Named one of only 14 cultural districts in California with the Cascade Theatre, asked what activities or amenities would most inspire them to visit the Redding, new Riverfront Playhouse downtown and Axiom Repertory Theatre just outside California region, the most common answers were national/state parks (57%), the core, Redding needs to dial up its arts and culture messaging. hiking (46%), dining (42%) and arts and culture (40%). ° There’s a strong live music scene and rising food/brewery scene with more ° Words or phrases that rose to the top when respondents were asked what in the works given the Local Foods. Local Places. Initiative. comes to mind when thinking about the Redding, California region largely focused on the region’s outdoor recreation and natural resource assets. ° From the freeway, there is little to beckon travelers downtown. Redding must become more than a quick gas stop. Opportunity exists to use the backs ° Important factors taken into consideration when selecting a U.S. leisure of buildings lining the freeway to promote Redding’s multiple visitor assets. destination include weather/climate (60%), variety of attractions/amenities (53%), safety/security (51%) and cost of visiting (42%). ° Uncertainty exists about how to leverage the thousands of people coming to Bethel Church each year. The positive perceptions of Redding are largely driven by your outdoor assets but overall, the destination is largely unknown. The lack of negative perceptions ° More needs to be done to spotlight Redding’s indigenous heritage will allow Redding to expand knowledge of its attractions and amenities rather in a genuine way. than focus on countering true misperceptions.

Downtown Redding Credit: Kyle Sheppard 4 5 Qualifications of the Consultant Deep Experts in Redding and Destination Marketing

6 Umbrella Alley 7 Qualifications of the Consultant

Redding Chamber + DCI: About the Redding Chamber of Commerce. A powerful alliance. The Chamber: Convener. Catalyst. Champion. The Redding Chamber of Commerce is a catalyst for business Engaging more than 2,500 citizens in surveys, workshops Redding is at a pivotal moment in its long history. growth and a champion for a stronger community. It is also and meetings, the project created an opportunity to begin The coronavirus pandemic has wreaked havoc on an inclusive, trusted convener of leaders and influencers to tell our story. It helped to further establish our city’s image our tourism industry and our community. Yet our that gets things done. That makes the Chamber the ideal and reputation by defining who we are and intentionally region’s greatest asset — the great outdoors — candidate to lead a cohesive marketing effort on behalf building toward what we would like to become. Big wins such remains wide open, while our downtown is undergoing of the City of Redding. as the Redding Garden of Lights and Umbrella Alley came to a remarkable renaissance. fruition and multiplied many times the initial investment of the Celebrating our 100th anniversary in 2021, the Chamber has Identity Project sponsors. been influential in many projects that have helped Redding We must emerge from this crisis stronger. Bolder. in its maturation as the hub city of the North State. The highly A city’s image is connected to its competitive advantage as successful Chamber-led “Redding City Identity Project” is a place to live, vacation and invest. As Redding becomes more More inspiring. More savvy. More future-forward. a recent example of the organization’s ability to rally the appealing, it is better positioned for job creation, increased To do so, Redding needs a true injection of fresh energy, perspective and talent. community around a common objective. revenue, and improved quality of life for its citizens. We need to seriously up our game in smart, impactful ways. We need to break down silos and be more inclusive. We need to be super-transparent and accessible.

That is why the Redding Chamber of Commerce is partnering with Development Counsellors International — a world leader in place branding and marketing. It is a powerful alliance that leverages the Chamber’s deep connections within our community with cutting-edge marketing expertise that can dramatically elevate awareness of Redding and drive visitation to spur our economy. The Chamber will become Redding’s new destination marketing organization, anticipating two new hires (more on that later.) DCI will serve as a subcontractor to the Chamber.

Redding Chamber of Commerce

8 9 Qualifications of the Consultant

About DCI. How this will work. DCI is the leader in marketing places. You’re probably wondering how this will work from a nuts and bolts perspective. Don’t worry. We have a plan! Development Counsellors International (DCI) is an expert in We have worked for more than 500 cities, counties, regions, tourism and economic development marketing. We partner states and countries and offer expertise in research, branding, Redding will be gaining access to 55 place marketing specialists. with destinations to increase visitor arrivals, disperse visitors, websites, digital marketing, media relations, advertising, augment daily spend and increase business investment. travel trade and other marketing services. The Redding Chamber will become Redding’s new We achieve this, in part, by winning the support of key Our current client list may be found destination marketing organization. All current influencers — including media and digital influencers — at www.aboutdci.com. operations from the Redding Convention & Visitors who build demand for your destination and convert this Bureau will be transferred to the chamber, including demand into actual visitors and investment. existing files, collateral, etc. We are confident there can be a smooth transition. Ranked a Top 20 Global PR Firm by PR Week, DCI has a staff of 55 talented individuals — the largest assembly of place- Chamber President and CEO Jake Mangas will spearhead marketing professionals in the world. Established in 1960, the work with the support of Erin Hull, Member Relations our agency is headquartered in with regional and Events Manager and Operations Assistant Haley offices in Denver, Los Angeles and . Soule-Kennedy. A Tourism Director is to be hired during the first year and a Tourism Coordinator is to be brought on board the second year of the program. DCI, which is a full-service agency, will serve as a single subcontractor to the Chamber to maximize efficiency and insure a highly integrated approach. The DCI team will serve as an extension of the Chamber, giving us access to their staff of 55 place marketing specialists with expertise in research, branding, digital, public relations, adversing and other services. Many clients find this a valuable asset because they are able to scale up services while keeping it all within one agency that understands the nuances of their business. As a further extension of our team, we’ve be convening an Advisory Board that will provide insights, recommendations and big-picture thinking on how to elevate the scope of work or present new opportunities to achieve better results. We will meet with the Advisory Board once a quarter, at minimum, but will also tap into members for brainstorming sessions and ad-hoc questions that require a specific expertise.

DCI staff Cascade Theatre

10 11 Qualifications of the Consultant The Redding team. Perceptive trailblazers. Promise keepers. Place enthusiasts. Poised under pressure. These words personify your team. We are 100% committed to being more collaborative and inclusive with those who have a vested interest in spurring tourism in Redding. Redding Chamber of Commerce DCI Sample Advisory Board for Redding

Here is a sample cross-section of the types of organizations and partners we plan to invite to be members of the Advisory Board.

Jake Mangas Julie Curtin President & CEO President Native American Community

Year 1 Hire Arts & Culture

Justine Lehman TBD Daniella Middleton Dariel Curren Entertainment Venues Business Operations Consultant Tourism Director Tourism Marketing Brand Strategy and Grants Manager Strategist Downtown Redding

Local Attractions Year 2 Hire Outdoor Recreation/Lifestyle Partners Erin Hull TBD Member Relations Tourism Coordinator Steve Duncan Susan Brake & Events Manager Advertising Digital Strategy Hospitality

Economic Development

Robyn Domber Janelle McKinsey Haley Soule-Kennedy Research Public Relations Operations Assistant 12 13 Narrative Requirements Our Proposed Approach

Sundial Bridge 14 Credit: Turtle Bay Exploration Park 15 Narrative Assignments

Research Branding strategy & discovery. & vision. The key to success is beginning with Job one in creating the marketing strategy is to conduct Redding’s brand position should After the foundational research has been conducted and the right research. We’ll seek both the solid research and discovery. Here’s our plan: capture the essence of the community, analyzed, DCI will move rapidly into the branding strategy and vision, which will encompass these elements: inside and outside points of view to Internal Research be embraced by those that live in the Target Audiences: We’ll define your primary audiences ranging give us the insights we need to build Immersion Tour and Focus Groups: Within the first area and be found intriguing by current from outdoor adventure seekers/trailblazers to cultural your marketing strategy. 30 days of our partnership, DCI account team members and potential visitors. enthusiasts, as well as the prime tourism feeder markets. will visit Redding for 3 days to tour key assets, conduct site inspections, meet with key stakeholders and Brand Values: This will capture the brand essence and values conduct focus groups with a broad range of partners that Redding embodies. We will also develop a narrative that Within the first 30 days of our and residents to pinpoint the greatest opportunities It’s important that the destination encapsulates the brand experience and spells out concrete partnership, DCI account team to grow the visitor economy. has its own distinctive examples and “proof points” of how Redding delivers on its brand promise to leisure travelers, groups, meetings and members will visit Redding Marketing Audit: Our team will conduct an extensive personality and voice. sports tourism. for 3 days to tour key assets, audit of current marketing assets to determine what conduct site inspections, meet implicit and explicit messages are currently being Brand Personality: It’s important that the destination has its with key stakeholders and conveyed and to what success. own distinctive personality and voice. We will articulate your brand personality and tone in a succinct, but powerful way. conduct focus groups. Resident Survey: We will poll local residents to gauge their understanding of the value of tourism, as well Brand Mark: We’ll also refresh or replace your current Visit as overall sentiment about travel and tourism. Redding logo, as well as create a new tagline, to align with the new brand strategy. External Research Past/Potential Visitors: We’ll conduct full-scale perception Although you could argue that we’re putting the cart before survey of both past and potential visitors in key feeder markets. the horse, we wanted to share some very preliminary brand campaign concepts on the following pages. We hope they’ll Meeting Planners: We’ll survey our proprietary database excite you about the potential as much as they do us. of meeting planners to gauge understanding of Redding’s assets for meetings and conventions.

Near King’s Creek Falls Woody’s Brewing Company Credit: Julie Boyd Photography Credit: Greg Barnette

16 17 Campaign Concepts We may have gotten a little ahead of ourselves here, but we wanted to provide some inspiration!

18 Lake Shasta 19 Campaign Concepts Full-page ad Concept: Redding. Set. Go.

People are ready. Ready to get away. Ready to unwind. Ready to feel the warm sun Redding. on their face and sip a cold beer in a bar. Ready to listen to live music. Ready to be inspired by travel. Redding has the mountains, waterways, volcanic parks and trails to take your breath away, but with room to breathe. And we’re so much more than an Set. outdoor destination. Our downtown has big time, small town charm that makes Go. it well worth a visit. We’re ready when you are. Are you Redding? Where the Cascades, Coastal Ranges and Shasta Mountain converge, Redding is California’s force of nature. We’re an uncrowded base camp for any Copy: kind of outdoor adventure you can imagine with 300 days of Redding. Set. Go. sunshine a year and a downtown that’s hopping with live music, Where the Cascades, Coastal Ranges and Shasta Mountain converge, Redding is culture and all kinds of cool California’s force of nature. We’re an uncrowded base camp for any kind of outdoor cafes and brew pubs to refuel. adventure you can imagine with 300 days of sunshine a year and a downtown that’s hopping with live music, culture and all kinds of cool cafes and brew pubs to refuel. Are you Redding?

Redding. Set. visitredding.com Are you Redding? Go.

20 21 Campaign Concepts Digital Ads Billboards

Redding. Redding. Set. Set. Ride. Roam.

Are You Are You Redding? Redding? Redding. Set. Go. Redding. Redding. Set. Set. Are you Redding? Reel. Rock. visitredding.com

Are You Are You Redding? Redding?

Redding. Redding. Set. Set. Rocket. Roll em.

Are You Are You Redding? Redding?

22 23 A High-Impact Integrated Marketing Strategy

24 Lassen Volcanic National Park 25 A High-Impact Integrated Marketing Strategy

Fly fishing on the Pitt River

Program Here’s a snapshot of our core tactics for Redding that we believe will deliver the at a glance. highest return on investment in Year 1.

PHOTOGRAPHY PUBLIC DIGITAL CONTENT REPORTING WEBSITE ADVERTISING VIDEOGRAPHY RELATIONS INFLUENCERS MARKETING SOCIAL MEDIA & METRICS We’ll overhaul your We’ll hyper-target your We’ll shoot the We’ll harness the power We’ll partner with We’ll create smart, We’ll dial up the volume We’ll measure digital front door advertising program landscapes, streetscapes, of the press to tell digital influencers engaging content from on all social media everything we do. to make it a high- to drive bookings and experiences and people Redding’s story in key to bring every facet blogs to e-newsletters — platforms, including And if we can’t measure performing “basecamp” deliver the best return that will inspire people media outlets to boost of Redding’s story to life all driven by SEO — leveraging user- it, we won’t do it. for all your marketing on your ad spend. to visit Redding. visitor arrivals. in a genuine way. to bring more visitors generated content. activities. to your website and to your city.

26 27 A High-Impact Integrated Marketing Strategy

Site Map Quality Control Wire Frames CMS Training Content Strategy Testing Responsive Design 30-Day Warranty

T FEEDBACK T FEEDBACK IEN IEN CL CL

1 DISCOVERY 2 DESIGN 3 DEVELOPMENT 4 LAUNCH 5 ANALYSIS

CL CL IEN IEN T FEEDBACK T FEEDBACK Revamping Target Audience Analysis Content Development Analytics Competitive Set Content Population SEO Rankings Search Engine Optimization User Experience Engagement your website. Navigation & Content Review User Interface Performance Enhancements Your website is what helps visitors in the Redding’s website is your digital front door and the Smart Development: Because of the flexibility of our WordPress websites, we have dreaming, planning and booking phase. “basecamp” for all your marketing activities. While the ability to embed any current and future digital and travel marketing tools, including visitredding.com is “adequate” in terms of content, social media integrations, listings from third party vendors, interactive tools to showcase Let’s make it a resource that people it needs a complete overhaul to make it more dynamic, experiences, location maps and booking options. In addition, we will install Google Tag continue to visit for inspiration. visually compelling and mobile friendly. Here’s our Manager and ensure that the web interface accommodates individuals with disabilities strategy in a nutshell: in accordance with the American with Disabilities Act (ADA). Website Deep Dive: We’ll conduct a virtual kick-off with the Calendar of Events: We will create and maintain a highly interactive community Redding team, up to 4 additional calls with key stakeholders calendar of events that serves as the best local resource for residents and visitors of the site, analysis of content and SEO strategy on current alike to discover what to do in Redding. We know the content visitors websites. We will then deliver a virtual meeting presentation need to see as they evaluate with recommendations on vision, site information architecture their next vacation. and content strategy for visitredding.com. Engaging Content: We know the content visitors need to see as they evaluate their next vacation. DCI will handle CASE IN POINT all copywriting with review and approval from your team prior to delivering it to development. Carlsbadlifeinaction.com: We created this website to Eye-Popping Design: The future-forward site will be responsive promote Carlsbad’s Life in across devices and browsers and feature an intuitive user Action where people can live, experience, infographics and data visualizations and bold, work and explore this coastal eye-catching imagery. Our brand development process will city at the cutting edge of be layered seamlessly into the website design process so that your new brand comes to life in a digital space. innovation.

28 29 A High-Impact Integrated Marketing Strategy

Driving bookings with advertising. Digital advertising helps brands to target Through the strategy and website phases, DCI’s paid media the who, what, why, where and when of team will be closely involved to offer input and ensure a CASE IN POINT smooth transition into a complementary advertising campaign your target audience. that moves toward action and results. Our digital ads have driven For the scale of this program, DCI believes firmly that visitor arrivals in destinations Redding’s best return on ad spend (ROAS) will come from from Belize to Buena Park. focusing on digital channels, not traditional outlets like print, For the scale of this program, radio, television and OOH. Digital channels allow for stronger DCI believes firmly that measurement of the program and more direct opportunities to drive bookings, which will be one of the key outcomes of Belize Vacation … Redding’s best return on ad Sponsored •  this engagement. Plan your trip with peace of mind. Belize’s Tourism Gold Standard spend (ROAS) will come from protocols for traveler safety mean you can make a clean break. focusing on digital channels, Paid search is intent driven, highly credible and the most not traditional outlets like print, correlated channel to direct purchasing action, so a majority of the budget should be spent here. Campaigns will be radio, television and OOH. designed across the dreaming, planning and booking phases, with travelers moving through the purchasing funnel faster and with higher efficiency than anywhere else. Complementing this will be an orchestrated balance of display and social ads — primarily on Facebook and Instagram — to put Visit Redding’s message in front of the right people at the right time, and then re-target them to ensure a consistency Ad • tahititourisme.ca/adventuretrips/plan  of exposure until they book. Demographic, geographic and The Islands of Tahiti | Your Romantic Escape Awaits Experience the intimacy and romance of French Polynesia with your loved psychographic parameters — not to mention prior and recent one. Free Visitor Guide. Trip Planner. Vacation Packages. Book Today. visitation history — are among the data we’ll incorporate to Destinations: Tahiti, Bora Bora, Moorea. TRAVELBELIZE.ORG maximize return. Make a Clean Getaway in Belize Ad • tahititourisme.ca/adventuretrips/plan ▼ Ready for your next trip to Belize? We’ve created a new Tourism Gol… The Islands of Tahiti | Plan Your Aquatic Adventure Limited print, broadcast and/or OOH placements could be There’s no better place to dive in and experience the diversity of the ocean. Free Visitor Guide. explored in the right scenario, but are unlikely to have the Trip Planner. Vacation Packages. Book Today. Destinations: Tahiti, Bora Bora, Moorea. impact that a dedicated digital focus could generate.

30 31 A High-Impact Integrated Marketing Strategy

CASE IN POINT

These are just a few images DCI’s in-house photographer has captured from Burma to Brooklyn.

Enhancing photography & videography. If the adage “a picture speaks We will establish a consistent and cohesive visual style a thousand words” holds true then guide based on brand values and personality that showcase Redding’s dynamism, including: videos speak millions of words. ° Imagery conveying action and forward momentum. ° Directed focus on the diversity of experiences from outdoor adventure to main street activities including culinary and nightlife experiences available to a diverse DCI will work tirelessly to set of visitors. understand the landscape, ° Vibrant colors and engaging, inspirational camera angles. businesses, people and every We will source local photographers and videographers detail that makes Redding whose style fits within our recommended approach. Once unique and worthy of adding approved, the Chamber/DCI will provide filming and editing to any visitor’s “must see” list. parameters and manage all logistics of contracts and deliverables. Potential partners include: The Mandagies, Andy Best and Jacob Fu. We will develop creative concepts and create scripts and storyboards for all videos, including key marketing messages based on final brand. DCI will provide comprehensive photo and video shotlist(s) collaborating closely with the Redding Chamber to determine locations, with special attention to talent and attractions that showcase Redding’s diverse offerings. DCI will manage photo and video post-production either in house or with a local partner, including facilitation of reviews and approvals of final cuts.

32 33 A High-Impact Integrated Marketing Strategy

We will leverage tried-and-true tactics to generate awareness and excitement about Redding through top-tier media.

Outbound Media Tours Ratcheting up + Inbound Press Trips public relations. + We believe strongly in the power Our interaction with media will focus on positioning Creative Media of positive press. Our program Redding as a prime tourism destination in California. Events Our tactics will include: will dramatically boost coverage + of Redding in media outlets read Most Wanted Media List: The key to success is beginning Earned Media by your target audiences. with the right target list. DCI’s database has been honed through years of experience. The result is strong relationships Placements that produce media results that drive bookings. Feature Story Placement: We will customize story angles for each outlet on our “Most Wanted” media list and then There is no substitute pitch them to secure editorial placement. EXCEPTIONAL for experiencing Redding Media Tours: Meeting face to face with influential media can MEDIA firsthand. move an interested journalist along the path to publishing RESULTS a story that features Redding. We will arrange a series of desk-side meetings for you either in key media markets or at trade shows. Press Visits: There is no substitute for experiencing Redding firsthand, and carefully arranged press visits — both group and individual — make this possible. Media Events: Special events provide a “taste” of an CASE IN POINT experience designed to pique the interest of travel and lifestyle media members. DCI is experienced in implementing “Grateful Table”: An effort to support Results: both in-person and virtual events. businesses in California’s Wine Country 140M+ media impressions after devastating wildfires and proclaim Broadcast Placements: Penetrating broadcast media is a 23 broadcast placements science and an art. From morning shows to news programs that California Wine Country was open for to prime-time cable, DCI knows how to navigate these waters. business. The 500-ft-long table sat 500 diners $150K raised with food provided by an array of California’s world-famous chefs and winemakers. See page 55 for details.

34 35 A High-Impact Integrated Marketing Strategy

Potential Digital Influencers 1 Jessica Nabongo: The first Black woman to travel 4 Tiffany Nguyen: LA-based travel photographer to every country. Starting in 2020, she set out to explore and outdoor explorer. She creates amazing videos states and regions in the US. for social media! 2 Scott & Collette: Full-time travel couple who focus on outdoor 5 Noel Russel: Bay Area-based, living and activities and health and wellness. Originally SoCal based but documenting her part-time life in a campervan. have been traveling via Airstream since Spring 2020. Spends her time romping around mountains and exploring the great outdoors. 3 Karen Ramos: SLO-based nature enthusiast. Promotes Partnering with outdoor adventures and specifically, advocates for BIPOC inclusion of hiking and outdoor adventures.

digital influencers. 2 4 The global pandemic has increased Digital influencer marketing is not going away. According to the value of digital influencers and Instagram’s latest business insights, content creators sway 61% of 18- to 34-year-old consumers. augmented their impact in inspiring consumer purchasing decisions. Tourism and travel digital influencer marketing has consistently garnered a high return on investment. Organizations that understand influencer marketing gain impressive returns — up to $22 in earned media value for every dollar spent on influencer marketing campaigns. Tourism and travel digital Our digital team will ensure that digital influencer influencer marketing has partnerships produce more than just page likes. We will align consistently garnered a high partnerships to ensure that Redding’s partners secure assets (photos, videos), long form content is aligned with our SEO return on investment. strategy and focus on engagement and conversion to help drive awareness and bookings for Redding. 3

1 5

36 37 A High-Impact Integrated Marketing Strategy

CASE IN POINT

DCI created these e-newsletters and blog posts to drive traffic to our clients’ websites from Miami to San Luis Obispo.

Creating a buzz with content marketing. Without strategy content is just stuff... Following the launch of the new visitredding.com in 2021, and the world has enough stuff. we will not only keep the website operating at an exceptional level, but also aim to drive traffic and bookings from your target audiences through a strong focus on content strategy by employing the following tactics: Like a garden, SEO needs SEO Management & Maintenance: One of the most frequent tending with the overlooked — and often most important — aspects of a digital constant changes to Google’s marketing program in tourism is search engine marketing. algorithms. Like a garden, SEO needs frequent tending with the constant changes to Google’s algorithms. It also provides foundational support to paid programs, especially paid search. Blogs & More to Drive Website Traffic: Leveraging the findings from our keyword analysis as well as the key messages we developed as part of our brand strategy, we will provide a recommended calendar of evergreen blogs to ensure that you are constantly driving traffic back to the website. In total, we will draft and create two blogs per month and provide corresponding Twitter, LinkedIn and Facebook posts to drive traffic back to the website. E-Newsletters: As part of the new brand launch, we’ll develop an e-newsletter and distribution strategy to get a steady drumbeat of news out about all there is to see and do in Redding.

38 39 A High-Impact Integrated Marketing Strategy

CASE IN POINT

DCI helps curate content for California communities from San Luis Obispo to Carlsbad.

Turning up the volume on social media. If content is king, then social media Social Media Discovery: Before developing a detailed is the distribution queen. plan and approach for the 12-month integrated marketing campaign for Redding, the Chamber/DCI will kick off the program by auditing and analyzing your target audience and competitive set to determine how users engage with your website and current social media profiles and content. Based We will implement a criteria on this, we will write a custom-tailored strategy on the best for user generated content way for Redding to infiltrate social media. through a visual style guide Feeding Your Social Media Content Pipeline: Using the social in line with Redding’s internal media strategy as our guide, DCI will provide a monthly content photography style guide, bank of social posts that includes a mix of evergreen content and posts driving traffic to the blogs we write for a total of regional influencers, 4-6 pieces of content per week formatted for Facebook and and effective hashtags. Instagram. Ensuring a healthy mix of content and opportunity for increased engagement, DCI will also periodically design supplemental, custom graphics for posting. User Generated Content: Leveraging a co-op with Visit California, we will subscribe to the Crowdriff platform. This tool will give us access to source and request permission to use social content from visitors and residents of Redding. We will implement a criteria for user generated content through a visual style guide in line with Redding’s internal photography style guide, regional influencers, and effective hashtags. Reporting and Optimizing the Program for the Greatest Impact: This strategy will be effective only if we constantly monitor and tweak our approach based on the content’s performance and engagement. Our monthly reports will offer analysis and insights on how we will continue to adapt and improve our campaigns. 40 41 A High-Impact Integrated Marketing Strategy

Reporting & Metrics. For nearly every destination marketing DCI will conduct monthly calls with the Redding Chamber to organization, the key performance align on deliverables and ongoing activities. Additionally, the Chamber/DCI will maintain close day-to-day communication indicators are visitor arrivals and spend. throughout the course of the program. This marketing program is designed to drive both. The Chamber/DCI will provide quarterly activity reports, which will detail the progress made toward goals. The report will also capture all media results during that time period. Each placement, along with a description, audience reach, WEBSITE TRAFFIC key message dissemination and calculation of advertising equivalency and editorial impact will also be included in the report. CONVERSIONS In addition, once the website is relaunched, a monthly digital ENGAGEMENT dashboard will report on website analytics and be available 24/7. As social and paid components launch, additional pages will be added to track top- and bottom-line performance. IMPRESSIONS

VIEWS

EDITORIAL IMPACT

KEY MESSAGE PLACEMENT

RETURN ON AD SPEND

STAKEHOLDER Winnemem Wintu Chief and ENGAGEMENT Spiritual Leader Caleen Sisk, Redding

42 43 Relevant Experience Together, the Redding Chamber and DCI have 160+ years in promoting destinations.

Eli Young performs at the 44 Redding Civic Auditorium 45 Relevant Experience

Redding Chamber DCI As specialists in tourism and economic of Commerce. development marketing for the past six decades, DCI has in-depth The Redding Chamber of Commerce experience in each of these key areas has a century-long track record of of marketing: marketing and promoting the city and surrounding areas. Research: From perception studies to stakeholder sentiment surveys, DCI has a research team that provides Convener: Met face-to-face with more than 300 insights needed for successful marketing programs. community members, conducted three community workshops with 150 attendees and surveyed 2,440 citizens Branding: DCI had build strong brands for destinations for the Identity Project. Sold out the Identity Project event ranging from the Netherlands to New York’s Finger Lakes at the Cascade Theatre and raised nearly $565,000. Wine Country.

Catalyst: Gathered more than 700 ideas from citizens Advertising: DCI focuses on highly targeted advertising to improve Redding; zeroed in on 20 ideas to be initiated that will yield the highest return on your investment. by 2020. Public Relations: DCI’s strong relationships with top- Champion: Rallied the community around Redding tier media that matter and media database have been Garden of Lights, Umbrella Alley and Downtown honed through years of experience. That allows us to Monument Sign projects. produce media results that drive bookings. Digital Marketing: Taking a nimble and holistic approach to the ever-changing field of digital marketing, DCI stays on the cutting edge of websites, social media and digital content marketing.

Photography/Videography: With in-house shooting and editing capabilities, DCI also knows how to identify and work with local photographers and videographers.

Top: Redding Chamber of Commerce staff Top: SlowIreland.com website Bottom: Downtown mural by Vincent Sacco/Xavier Schmidt Bottom: Photography from Myanmar 46 47 Relevant Experience DCI. We know California well. References.

Visit Huntington Beach U.S. and Canada Public Relations 2014–present Ms. Susan Thomas Chief Marketing Officer (714) 969-3492, x212 [email protected]

Long Beach Convention & Visitors Bureau U.S. Public Relations and MICE Media Relations 2015–present Mr. Bob Maguglin Director of Public Relations (562) 495-8345 [email protected]

Visit Berkeley DCI’s Experience U.S. and Canada Public Relations We have collaborated with a wide range of travel and tourism brands to drive leisure travel arrivals and increase tourism spend. 2014–present Here is snapshot of relevant experience where we targeted family, road trip and outdoor adventure travel segments. Mr. Daniel Marengo Communications Manager (510) 549-7040 [email protected]

Chattanooga Convention & Visitors Bureau U.S. Public Relations and MICE Media Relations 2011–present Mr. Dave Santucci VP Marketing (423) 902-8188 [email protected]

Additionally, over the years we have extensive experience working with state and city tourism boards to promote local attractions Explore St. Louis and experiences. We understand the importance of “place” when marketing accommodations and attractions to potential visitors. U.S. Public Relations Representation 2016–present Mr. Brian Hall Chief Marketing Officer (314) 992-0651 [email protected]

48 49 Samples of Work We’ve included a mix of case studies and sample work to show our copywriting, graphic design, website, photography and video work.

50 Redding Rodeo 51 Samples of Work

BRANDING BRANDING

Revitalizing Raleigh’s destination brand Visitor research to brand western through a research-based program. New York to drive visitor dispersal.

Challenge Results Challenge Results Greater Raleigh Convention & Visitors Bureau (GRCVB) ° Discovery phase included 20 C-suite and management Beyond Niagara Falls, the tourism offerings of Western ° The name, “New York’s Western Edge” was created sought to tailor the destination’s brand strategy through level stakeholder in-person interviews New York were relatively unknown. Eight counties based on research and testing with consumers a research-based program targeting key audiences. united to create a distinctive brand that would drive and regional stakeholders ° 1,000 consumers, 50 meeting planners and 675 media visitor arrivals and spending regionally. DCI Strategy from key markets were surveyed; and a competitor ° A brand position, promise, value proposition, key analysis was conducted DCI Strategy messages and target audiences were developed Implemented internal and external research, including consumer and competitor analyses, to arrive at key ° Revised brand positioning, promise, value proposition, To create an effective brand positioning, DCI ° A Brand Strategy Manual was created to guide findings. Results of this phase were then applied key messages and target audiences were developed implemented primary and secondary research, the brand marketing against existing brand strategy to arrive at the including focus groups and one-on-one interviews with ° Developed a Brand Strategy Manual ° A Marketing Blueprint, which included recommendations development of a Marketing Blueprint for Raleigh. tourism stakeholders in each county; more than 1,500 for local and industry engagement, market engagement ° A Marketing Blueprint, which included recommendations surveys of consumers, in-region stakeholders, media and measurement, was delivered for local and industry engagement, market engagement and travel trade; and a competitor analysis of four and measurement, was delivered competing destinations.

3 Perception Studies: Consumers, Media, Meeting Planners 20+ Stakeholder Interviews 1, 500 Surveys & Focus Groups 4 Competitor Analysis

52 Downtown Raleigh, NC Niagara Falls, NY 53 Samples of Work

BRANDING PUBLIC RELATIONS

Discovering a southern city’s After the wildfires: “Grateful Table” showcases ‘chattitude’ for visitors. wine country’s uncrushable spirit.

Challenge Results Challenge Results The Chattanooga Convention and Visitors Bureau ° Through competitor positioning for five destinations, After devastating wildfires, businesses in California ° Secured more than 140 million media impressions wanted to conduct research and develop foundational DCI identified the areas that Chattanooga can “own” — Wine Country faced consumer perceptions that the via 64 broadcast, print and online placements brand positioning. both in terms of messaging and target audiences region had been destroyed. With tourism as the lifeblood of the economy, Visit California sought to ° Generated an additional 19 million impressions through DCI Strategy ° Delivered succinct messaging platform encourage visitation and, ultimately, support Wine engagement with key digital influencers Country’s road to recovery. DCI’s research included surveys of 2,050+ past and ° Developed collection of curated photos from local ° Signature placements included NBC’s Today’s Kathie Lee photographers that exemplify what Chattanooga & Hoda, Food & Wine and the San Francisco Chronicle potential visitors, 120 stakeholders, 430 residents and 73 DCI Strategy meeting planners, as well as a competitive assessment has to offer visitors and meeting planners ° Secured 500 attendees for The Grateful Table benefit, of Chattanooga against five competitors. Celebrate Wine Country’s resilience by hosting raising nearly $150,000 toward recovery efforts a Thanksgiving benefit dinner with a 500-foot-long table and Northern California’s world-famous chefs and winemakers. 2,050 Visitor Surveys 5 FOOD & DRINK Competitive Northern California’s wine country needs you Assessments to visit Kathie Lee & Hoda

Tyler Florence Joins Napa and Sonoma Winemakers to Give Thanks After Trying Year

Bay Area chefs gather for an early Thanksgiving in the Wine Country vineyards

By Michail Bauer November 22, 2017 Updated November 22, 2017 4:30pm

The Holmberg Glass Bridge, 54 Chattanooga, TN 55 Samples of Work

PUBLIC RELATIONS DIGITAL MARKETING

Creating a massive event to make a bigger splash Converting hotel bookings for for Huntington Beach, California. Buena Park through Google ads.

Challenge Results Challenge Located in part of California featuring many ° Secured 554 million-plus media impressions via 1,983 Just 5 minutes from Disneyland,® Buena Park, California, breathtaking coastlines, Huntington Beach sought to broadcast, print and online placements wanted to capture the attention of travelers who were differentiate itself by emphasizing its claim to fame as looking for affordable accommodation options in the America’s premier surfing destination. ° Generated over 800 #BigBoardHB posts on Facebook area, in order to drive more overnight hotel stays to the and Instagram, plus over 1 million impressions through destination, while increasing awareness of Buena Park’s DCI Strategy hashtag and owned channels tourism experiences. Set a site record on SurfCityUSA.com, increasing traffic Live up to the name “Surf City, USA,” by breaking ° DCI Strategy two surfing Guinness World Records and telling 54% during the five weeks after the event — up 52% from the story globally. the prior year’s corresponding period DCI launched strategic search and display campaigns built to reach and engage users in target markets at ° Increased overnight visitation 10% from the prior year’s corresponding month, with all three major resorts sold out different stages in their travel decision making journey. for the weekend of the event Users were retargeted and served different display ads based on their level of engagement with the Visit Buena ° Won the 2016 HSMAI Best of Show Adrian Award in Public Park website, nudging them back to the site and down Relations, the highest honor bestowed by the organization the conversion funnel. Results 18% conversion ° Paid campaigns accounted for 75% of all hotel clicks on the Visit Buena Park website, driving 5,496 clicks rate 10% downstream to partner hotel sites 554M+ increase in visitations media impressions ° CTR was double the industry average with a 25% lower average cost per click ° Users coming from the paid ads showed stronger engagement compared to total site traffic, with lower bounce rates and higher pages per session than the overall site average ° Campaigns drove 178k+ sessions to the website, resulting in an 18% conversion rate

56 57 Samples of Work

COLLATERAL GRAPHIC DESIGN

WEBSITE DESIGN

58 59 Samples of Work

ADVERTISING PHOTOGRAPHY

60 61 Team

62 Mount Shasta Ski Park 63 Team Redding Chamber of Commerce

Justine Lehman Jake Mangas Business Operations Consultant Haley Soule-Kennedy President & CEO and Grants Manager Operations Assistant

Professional Background Professional Background Professional Background Jake Mangas has been the President and Chief Executive Justine brings 18 years of nonprofit administration, Haley could also be known as a “director of first Officer of the Redding Chamber of Commerce and its program development, grant writing/management impressions.” After earning her bachelor’s degree in Forward Redding Foundation since January of 2016. During and event planning experience to the Redding Chamber Organizational Leadership from Simpson University in his five years leading the Chamber, Jake has re-energized of Commerce. She established Solid Office Solutions in 2019, Haley joined the Chamber team in August of 2020. the organization and grown its impact in the community. December 2010 and has more than a decade of business Her role as Operations Assistant allows her to apply her Internally, the organization has grown in every key metric. operations consulting and bookkeeping experience. experience and sharpen her skills, which lie in strategic Net membership has increased by more than 40% from 750 She helps clients identify their big picture/goals and organization and customer service. to 1050 members. The organization’s financial health has then works backwards to develop game plans, identifying improved year-over-year. He has developed a reputation the details that need to be tracked before the work as a trusted, inclusive community leader. begins, which saves all involved time, money and stress. Before leading the Chamber, Jake spent 10 years as the Director of Development and Legacy Giving for Northern Valley Catholic Social Service. Responsible for building relationships throughout a six-county region in the North State, Jake earned a professional designation as a Certified Erin Hull Fundraising Executive (CFRE). Member Relations & Events Manager Notable Results ° Led the “Redding City Identity Project” in partnership Professional Background with Chartwell Consulting. Erin Hull is the Director of Marketing and Membership ° Partnered with Turtle Bay Exploration Park at the Greater Redding Area Chamber of Commerce. and the City of Redding on the successful launch Before joining the Chamber team, she worked in health of the “Redding Garden of Lights”. and wellness and was a small business owner. She is a third generation Chamber professional, and is ° Rebranded the Chamber as a trusted convener of leaders passionate about community vitality as a result of a and influencers, catalyst for business growth, and thriving economy, robust arts and culture, and leaders champion for a stronger community. working together toward a common goal. She is active in the entrepreneurial and start-up community and loves ° Established the “Rapid Recovery Program” in response to the COVID-19 pandemic; secured and administered to collaborate on community events. When not doing more than $4 million in grants. Chamber work, she can often be found taking advantage of Northern California’s unmatched natural beauty with ° Represent Northern California on the Board of the her four sons. Western Association of Chamber Executives (WACE). ° Current President of the Rotary Club of Redding; Redding Cultural District supportive partner; Lake Shasta Caverns member of the Downtown Collaborative. 64 65 Team DCI

Julie Curtin Daniella Middleton Dariel Curren President, Vice President, Digital Executive Vice President Economic Development Practice Professional Background Professional Background Professional Background Before joining Development Counsellors International in Daniella directs digital strategy and tactical marketing With more than two dozen years of experience 1994, Julie coordinated media placements and special programs for DCI’s destination clients. Prior to joining in public relations and marketing, Dariel has worked events for prominent clients at Howard J. Rubenstein DCI, Daniella worked for the digital brand strategy think for Development Counsellors International since 1995 Associates, a New York-based public relations firm tank L2Inc. As a digital marketer, she conducted digital and was named Executive Vice President in April 2018. specializing in real estate, entertainment and celebrity branding for consumer and luxury brands, gaining Dariel’s clients have spanned the world, including accounts. Julie opened “DCI West,” based in Denver, invaluable experience that she has been able to transfer destinations from Maine to Miami and New York Colorado, in 1998 and became a DCI partner in March to destination clients. to New Zealand. 2002. Julie is a frequent speaker for cities, regions, states and the International Economic Development Council Daniella earned her MBA in marketing and strategy Dariel has been a featured speaker for the International (IEDC) on the topics of economic development marketing, from NYU Stern School of Business, and her Economic Development Council, Association of Chamber talent attraction, social media and public relations. undergraduate degree from Brandeis University, of Commerce Executives and numerous state economic with a degree in Economics. development organizations, teaches the IEDC Marketing Notable Results and Attraction Course and has been published in the Notable Results IEDC Journal. She holds a degree in English and American ° On behalf of her San Diego client, Julie designed a literature from Brown University. marketing campaign focused on promoting the clean ° To elevate Visit California’s influencer strategy, tech industry which, among other articles, resulted Daniella launched the DMO’s first Digital Influencer Notable Results in a feature story in Genetic Engineering News titled Advisory Board in 2017, securing top digital content “San Diego Pioneers Clean Tech Solutions.” creators for participation. As a result of two advisory ° Working on clients from New Jersey to the Netherlands, board meetings in California, she wrote Visit Dariel has created integrated marketing programs ° In conjunction with the governor of New Mexico’s California’s Digital Influencer Strategy White Paper that combine high-profile media placements with travel to San Francisco, Julie arranged face-to-face and Best Practices documents. high-impact websites and digital strategies. interviews for this state leader with reporters at Investor’s Business Daily, The Wall Street Journal, ° Daniella managed Visit Jackson’s first digital ° Dariel has helped a wide range of clients gain BusinessWeek and USA Today, resulting in two feature influencer campaign, “Influencers with Soul.” Results prominent news coverage in The New York Times, articles about New Mexico’s high-tech climate. of the campaign included more than 480 pieces of The Wall Street Journal and USA Today, as well as content that garnered 22 million impressions and on CNN, CNBC and Bloomberg News. ° Julie worked directly with the Foreign Press Centers 243 thousand plus engagements. Influencers drove based in Los Angeles and New York to coordinate more than 600 visits to the DMO’s docuseries page ° Considered DCI’s branding expert, Dariel has worked group press trips to DCI client locations, such as New “City with Soul.” on branding and marketing strategies for Vermont, Mexico, Irvine, Indianapolis and Wyoming, resulting Delaware, , the Oneida Nation, Sugar Land, in excellent international media coverage — across ° To encourage visitation to California Wine Country Texas, Chattanooga, the Carolina Core and numerous Asia and Europe — for these locales. after devastating wildfires, Daniella developed and other clients. led media efforts for the 504-foot-long The Grateful Dariel spearheaded the launch of InvestinHolland.com, ° Within three months of the start of DCI’s partnership Table, a Thanksgiving benefit dinner. The event ° with the Metro Denver Economic Development raised nearly $150,000 toward relief efforts, with which has won awards as one of the world’s smartest Corp., Julie placed articles about the Mile High City’s 500 attendees generating nearly 120 million media/ economic development websites. business climate in The New York Times, Christian influencer impressions with signature placements, Science Monitor and The Economist. including NBC “Today’s Kathie Lee & Hoda,” Food & Wine and San Francisco Chronicle. 66 67 Team DCI

Steve Duncan Susan Brake Senior Vice President Senior Vice President

Professional Background Professional Background Steve joined DCI in 2004 as a member of the economic Susan joined DCI in 2007 as a member of the economic development marketing team, where he specialized in development marketing team, where she managed and public relations, site selection consultant relationship led strategic marketing programs Since 2014, Susan marketing and marketing strategy. In 2014, he assumed has overseen the firm’s foray into website design and oversight of the firm’s lead generation service area, development bringing innovation to user experiences bringing economic development organizations and across the industry. Her strategic advice and ability to investment promotion agencies face-to-face with understand client’s unique challenges have delivered corporate decision-makers. Since 2017, he has been websites that generate results and awards. In 2019, DCI a leading voice in the transition to digital lead generation appointed Susan as vice president of Digital Operations strategies, helping organizations drive more meaningful & Strategy and tasked her with bringing this mentality results through paid media and multi-channel promotional of innovation to all facets of digital marketing for both strategies. Steve is a graduate of Pennsylvania State economic development and tourism. University with a degree in communications. Susan is a graduate of Northern Kentucky University with degrees in journalism and public relations.

Robyn Domber Vice President, Research Janelle McKinsey Professional Background Director, Los Angeles Since joining DCI in 2011, Robyn has spearheaded Professional Background research programs for all tourism audiences — consumers, travel trade, media and meetings/incentives. Janelle joined DCI in 2016 with experience in entertainment In addition to concrete familiarity with public and private and lifestyle public relations. She has parlayed her data sources in multiple industries, she is well-versed in expertise in generating editorial coverage for celebrity original research techniques, such as interviews, focus and lifestyle clients, into garnering high-profile broadcast groups and surveys. Robyn joined DCI with more than 15 and print coverage for the personalities and experiences years of research experience and a strong background in present in each travel destination she represents. economic development. Janelle earned her bachelor’s degree in business Robyn is a graduate of Hobart and William Smith Colleges marketing from California State University, Northridge. in Geneva, New York, where she earned a bachelor’s degree in economics, and the University of Wisconsin- Madison, where she earned a master’s degree in urban and regional planning. Lassen Volcano National Park

68 69 Jake Mangas President and CEO T 530.225.4433 Ext. 104 E [email protected]

Julie Curtin President, Economic Development Practice New York | Denver | Los Angeles | Toronto T 303.627.0272 C 303.956.3222 E [email protected]