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• Amplify audience exposure to the brand across all touchpoints of the travel planning journey. <br />• Cultivate third-party meeting planner relationships that amplify and magnify the city’s sales impact in the <br />marketplace, including attending sales missions and tradeshows. <br />• Develop creative marketing campaigns that drive awareness and bookings. <br />• Implement a strategic marketing mix that drives conversions from target demographics. <br />• Test and track each marketing initiative to optimize performance. <br />• Adjust campaigns on an ongoing basis to reach key performance metrics for the highest ROI. <br />strategies <br />goals <br />• Build awareness of Santa Ana’s assets and destination by storytelling through video, imagery, and content. <br />• Position Santa Ana as a desirable Southern California meeting location for appropriate groups both domestic <br />and international. <br />• Drive measurable web traffic through a mix of earned, paid, and owned media. <br />• Support hotels’ efforts to increase bookings by prospecting select drive centric geographic markets, <br />high inbound air flight traffic locations and small market states. <br />sales and <br />marKeting <br />Travel Santa Ana <br />community <br />alignment <br />sustainable <br />organiZation <br />the worK of a <br />destination organiZation <br />EXHIBIT 4