Laserfiche WebLink
EXHIBIT 1 <br /> •Build awareness of Santa Ana's assets and the destination through storytelling via video,imagery,and content. <br /> •Position Santa Ana as a desirable Southern California meeting destination for appropriate domestic and <br /> international groups. <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, high <br /> inbound air-traffic locations,and small-market states. <br /> •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 through attendance at sales missions and tradeshows. <br /> •Develop creative marketing campaigns that drive awareness and bookings. <br /> •Implement a strategic marketing mix that drives conversions among target demographics. <br /> •Test and track each marketing initiative to optimize performance. <br /> •Adjust campaigns on an ongoing basis to achieve key performance metrics and maximize ROI. <br /> COMMUnITY r� x <br /> UIGNMEIIT ORGRERTIOn <br /> � 15 <br /> J001 <br /> s <br /> I <br /> 994 <br /> X <br /> City Council - 11 — 14 V— W V5A2026 _ _ <br />