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PROPOSAL FOR BRANDING &MARKETING SERVICESSubmitted to Mendocino County Tourism CommissionDECEMBER 2, 2016
TABLE OF CONTENTSLET’S TALK ABOUT YOU5Concept Summary7Mendocino Personas8MEET THE TEAM1OCompany Experience14Brand Discovery16Brand Map17Technical Approach18Reporting23CASE STUDIES25PORTFOLIO & REFERENCES32
INTRODUCTIONVerdin has a passion for the tourism industry.WHERE WE CAN START:We understand how to pull compelling messages and visuals together to influencethe buying decisions of travelers and get heads in beds. Solicit stakeholder and visitorinput to encapsulate the area’smost compelling points ofdifferentiation. Develop the MCTC brandmessage to more effectively tellthe Mendocino County story. Utilize new technologythat enables us to trackonline media exposuresto our target audiences,and determine whichmessages and channels areworking best and leading toconversions. Take Verdin’s strategicapproach with clearly definedgoals and metrics, anddetailed reporting.Marketing a countywide destination is all about finding the commonality ofgeographically-related communities and defining their essence, and getting theright message, to the right person, at the right time. And we’ve got that wired.Based on the Central Coast of California, Verdin is a full-service marketing agencyestablished in 2003 that has grown into a national award-winning firm of 15employees with clients throughout the state of California.Aside from being a crackerjack team of motivated people who love their jobs,many of our employees take it upon themselves to volunteer for client industryand business organizations, as well as nonprofit agencies. Verdin is an activemember of several regional and statewide tourism organizations, nationalindustry trade groups and business groups.At Verdin, we have a proprietary Verdin 360 Approach that we successfully applyto create deliverables from identity and brand messaging to advertising, web andsocial media campaigns.We would love to be your marketing partner, helping you launch a successfulrebrand and effectively tell the Mendocino County story.Thank you for this opportunity.Mary Verdine mary@verdinmarketing.comp 805.541.9005
LET’S TALK ABOUT YOU
HAPPENUPON.THE SMELL OFREDWOODS, SUNSHINEAND SALTY OCEAN AIR.THE PEACE ANDBEAUTY OF NATURE.
.THE THRILL OF ANEW ADVENTURE.THE TASTE OF CULINARYAND WINE DISCOVERIES.THE HEALING POWERSOF REJUVENATION.This concept appeals to today’s traveler who seeks outspecial experiences and new things to explore. We will showcase the naturalbeauty of Mendocino County and illustrate the rugged refinement of the area,with its untouched open coastline and wilderness trails for all fitness levels,combined with an its unpretentious and sustainable wine county and unique diningexperiences. There are many opportunities for drive market travelers to plot anew course to Mendocino County, or add a pin drop if they were originally planningto drive through. Once they “happen upon” the serendipitous offerings of thismemorable destination, they are sure to stay and enjoy and come back for more.
The Adventurer: Outdoor EnthusiastMENDOCINOPERSONASPersona (n.): A representation of oneof our target audiences. We don’t meanjust age and geography. We meanlifestyle. Appealing to the travelers wewant to reach means understanding theirinterests, motivations and behaviors.In the competitive landscape ofdestination marketing, targeting is morethan just a strategic option; it’s definingthe industry. Changes in technology andthe abilities of the digital space makeit possible to cater messages to smallniche target audiences. And it’s whatthose audiences expect.8Josh, age 28, is an avid outdoorsman who collects REI coupons so thathe can afford the latest technology in Patagonia outerwear. He makesa solid income working at Deloitte in San Francisco, California, but livesfor the weekends to escape the congested city and embark on his nextadventure. Josh’s eye for photography makes for a pretty spectacularInstagram feed that documents his travels and gains him envy from hisBay Area friends.Josh is less concerned about his getaway budget as he is aboutenvironmental issues. When he travels, he always looks for ways tominimize negative environmental impact and conserve resources to takecare of the nature that feels like home to him. He is a loyal customer tobusinesses and organizations that follow through on their pledges tocare for the environment and give back to their communities. Similarly,Josh seeks a deeper connection when searching for travel destinations– he’s looking for something transformative. He thrives on trips wherethe isolation of his environment allows him to soak in the sights, soundsand smells of nature.Josh was served an ad for Mendocino County on his Instagram feed.He was intrigued by the new-to-him outdoorsy destination that wasn’ta crowded getaway like Tahoe. The number of adventurous activityoptions and proximity to home won him over and three days later, hewas packed up and ready for the weekend. His specific itinerary? It’lldepend on what he happens upon once he gets there.MENDOCINO COUNTY TOURISM COMMISSION
The Leisurists: Cultured CoupleThe Crew: Decision-Making MomJim and Paula are living in Bakersfield, California and have their eyeson retirement. With still a few years to go, they like to treat themselvesby augmenting their work life with long weekends away. To feel healedand rejuvenated, they look for getaways that provide fun and refreshingactivities that don’t feel too fast-paced.37-year-old Sara is a mother of two living in Sacramento, California, whois always on the go. When her kids were younger, she enjoyed followinglifestyle and mommy bloggers for parenting tips, but now she hardlyhas the time. She gravitates toward any kind of activity that keeps herenergetic children occupied and happy for a few hours.Jim and Paula like being able to drive to their destination of choice.Their itinerary includes biking routes, music festivals, dining and winetasting options, and shopping. To them, a vacation is a time to relax,recharge and be inspired by natural beauty and new sights. When theycan, they like to travel with their children and grandchildren. Theyconsider footing the bill a small price to pay for this quality time withtheir family members.She and her husband share the travel bug, but their budget keeps familyvacations limited to road trips around their side of the country. Whenplanning these trips, Sara looks for itinerary items that will be fun andmemorable for her family while maximizing her dollar. That’s why oneof their favorite getaways is a road trip up to Washington State to visitSara’s brother. The family loves this trip, but used to approach the longdrive with a “grin and bear it” attitude.Recently, Jim and Paula did some internet research looking for alocation in California for their anniversary. Mendocino County caughttheir eye because of its coastal location and the artsy vibe of theindividual communities. After finding a B&B with wellness options thatappealed to them, they planned an agenda of dining and activity optionsfor each day. They plan to refine that list once they arrive, dependingon what sounds enjoyable and what other refreshing opportunities theyhappen upon.When planning their most recent trip, Sara and her husband decidedthat the drive would be more enjoyable if they found somewhere to stopalong the way to minimize the number of sibling fights and excessivebathroom breaks. Hoping to happen upon some hidden treasures inNorthern California, Sara turned to Facebook, asking her friends wherethey had been in Northern California and what they enjoyed. Sara wasintrigued by the recommendations for Mendocino County, and herhusband was excited about visiting the Anderson Valley Brewery. Theirdecision was made when Sara received a great lodging deal in her email,and they jumped on the deal to book a night’s stay. 2016 by Verdin9
MEET THE TEAM
MISSION STATEMENTTO CREATE SUCCESSAND INSPIRE, THROUGHTHE POWER OF OUR WORK. 2016 by Verdin11
VERDIN TEAMMARY VERDINPresident/Chief Strategy OfficerMCTC STRATEGIC LEADMary has more than 25 years of marketingexperience. An innate problem solver, she is an expertwhen it comes to public outreach. Her experienceenables her to generate consensus among municipalstakeholders to move projects forward with efficiency.PrincipalAdam is deeply involved in all aspects of the business. Heprovides vision and strategy and helps keep the creativeefforts of the firm focused on clients’ objectives.ASHLEE AKERSMICHELLE STARNESVP/ Client Services & PartnerMCTC ACCOUNT SUPERVISOROperations Manager & PartnerAshlee came to Verdin from the agriculture industry,a background that enables her to craft effectivemessages relating to environmental and water issues.She leads our account team with an energy anddedication that sees stellar results.STEPHANIE GOODWINPR SpecialistMCTC ACCOUNT MANAGERStephanie’s love of travel and discovery makes her theideal account manager for Verdin’s tourism clients. Hailingfrom New York, Stephanie’s bright city spirit helps clientsto think bigger and aim higher. Her added PR expertisegives our clients access to pro communications strategies.STEPHANIE SAWYER12ADAM VERDINThe cog that keeps us running, Michelle navigatesbehind the scenes with style and ease. Her oversightof office operations keeps the firm striding forwardas a strong partner for clients and an incubator forinnovative ideas.MEGAN CONDICTArt DirectorMegan leads our design team with more than a decadeof design experience. Her successes across a variety ofindustries demonstrate that her design has a knack formeeting project goals and bringing understanding tocomplex ideas.ADAM MORGANSocial Media SpecialistMarketing Specialist/Account ManagerA world traveler, Stephanie has worked withbusinesses of all sizes on multiple continents.Her adventures have gifted her with refreshingperspectives that weave through her marketing style.Through his work in the nonprofit and governmentsectors, Adam has developed extensive marketing intelthat he tailors thoughtfully to each account. He thrivesin client relationships and his attention to detailensures every project is done to its very best.MENDOCINO COUNTY TOURISM COMMISSION
VERDIN TEAMAMY WATSONLISA CAMPOLMICopywriterMedia/Research StrategistWith a communications background and pure lovefor writing, Amy creates strategic, consumer-focusedmessaging through the written word. Amy’s abilityto break big ideas down into consumable piecesachieves natural reader understanding.Lisa’s devotion to research drives her spirit formarketing. Her hunger to learn spurs her to uncoverand understand industry-specific data, supporting ourteam with the most up-to-date research.ELIZABETH TUCKKATIE PEDERSENGraphic DesignerJunior DesignerLiz came to Verdin with six years of design experienceand the desire to surpass client expectations. Herspirited creativity is matched by her dedication tomeeting project goals, resulting in sophisticated andon-target designs.Katie supports our design team with a backgroundin print design and a propensity for perfection,approaching projects big and small with thoughtfulnessand adaptability. Her strong organizational abilities keepall design work moving forward with care.REBECCA SCOTTCONNIE CLEMENTSAdministrative AssistantBookkeeperBecca’s hard work and dedication ensures that theoffice runs smoothly, and her friendly personalitysets the tone for a welcoming client experience. Inaddition her entrepreneurial spirit contributes tothe solutions we create for our clients.Connie brings enthusiasm and competence toVerdin’s accounting activities. Her organizationand knack for numbers ensures accurate billingand timely payments.We work with a number of partners for photography, videography and website development, andalways make sure to select the right partner for the specific project and budget. 2016 by Verdin13
COMPANY in is built on strategy and partnerships. We believe in our clients and work hard tobe an active participant in all levels of the brand. We are Brand Advocates.5CRISISCOMMUNICATIONSVerdin is built on strategy and partnerships. We believe in our clients and work hard tobe an active participant in all levels of the brand. We are Brand Advocates.5DESTINATIONMARKETING/PRVerdin is built on strategy and partnerships. We believe in our clients and work hard tobe an active participant in all levels of the brand. We are Brand Advocates.5DIGITAL, PRINT,BROADCAST MEDIA(ADVERTISING)We have a dedicated research and media strategist who keeps up on changingtechnology and updates to all advertising platforms to keep our clients on the forefrontof the media landscape. We also track metrics and actively monitor and manage allmedia buys (i.e., there is never a “set it and forget it” philosophy with Verdin!).5INDUSTRY PARTNERS(CALTRAVEL, VISITCA, DMAI, DISCOVERAMERICA)We actively engage with tourism industry partners and continue to expand our networkand contacts within this space. It is a priority for us to attend conferences, participate inwebinars and proactively seek out the latest information and research.414MENDOCINO COUNTY TOURISM COMMISSION
AreaDetailONLINE PORTALS(TRIP ADVISOR, VISITCA, GAY TRAVEL, ETC.)We have an active relationship with TripAdvisor (in fact, they came to meet with us inSan Luis Obispo this year) and Visit California, and are building our use and proficiencyin all online portals that are appropriate for our client base. A big area of focus movingforward is niche advertising and resources.4PHOTOGRAPHY &VIDEOGRAPHYWe have a full complement of resources in the areas photo and video, from authenticInstagram images and YouTube-like videos to high end commercial production. Inaddition to providing quality at all levels, we are agile, flexible and cost-effective.5WEBSITEPRODUCTIONThough coding is not done in-house, we have a full complement of developers at everylevel to handle straight-forward to highly complex requests.4TRADE MEDIA (GROUPTRAVEL, SPORTS,MEETINGS & EVENTS)We have invested in technology and tools to allow us to efficiently identify media inspecific geographic areas, industries and by topics. This ability serves our clients bothfor advertising and PR services.4 2016 by VerdinRating15
BRAND DISCOVERYTOURISM BRANDING PROCESS: VERDIN 360Using the proprietary Verdin360 approach, our teamcan dive into a brand andwithdraw the qualities thatwill create brand success.We will determine yourbrand positioning, definingwhat makes you uniqueand desirable to your targetaudiences. From here, we canassess strategies to expandthe reach and credibilityof your brand, turningyour employees into BrandAmbassadors and customersinto Brand Advocates.We’re ready to dream upand develop the VenturaCounty Coast brand. But,our approach requires yourparticipation and insight. Ourprocess is not built uponguesswork; it is built upon theneeds and goals of our clients.We cannot wait to watch yournew brand unfold as we worktogether to identify yourstrengths and needs. Here’show it works:161. Explore3. ExecuteDISCOVER WHERE YOU ARE NOW.BRING THE PLAN TO LIFE.We research and analyze the current perception of your brandand of competitors’ brands. We identify attributes, functionalbenefits and emotional benefits that help your destinationstand apart, assess all internal and external representations ofthe brand, and recognize the unique challenges that you face.How do you attract midweek and offseason travelers? We alsotake into account your industry landscape. What is happeningin the world of tourism this year, this month and this week?We implement the strategic approach, transforming the visualsand messaging developed into the external manifestation ofthe brand. We establish your brand and your voice throughconsistency across all of your platforms. At the same time, wecreate personal advertising to cater messages to small nichetarget audiences. This is how we tell your brand’s story.2. EnvisionMEASURE PERFORMANCE AND ADJUST AS NEEDED.PLAN WHERE YOU WANT TO BE AND HOW TO GET THERE.We set goals and define metrics to set a path forward. Thisis accomplished through the creation of a Brand Map anddevelopment of a strategic approach to achieve your brandgoals. We develop and refine your positioning statement, missionstatement and core values. We don’t make assumptions about theright ways of reaching your target audiences; we research theirbehavior and find out exactly where they get their information.4. EvaluateWe perform ongoing monitoring to track metrics and adjustments,as needed, to reach goals. The new generation of travelers isstaying digitally connected at each touch point in the travelexperience, and we’re tracking with them. Evaluation is built intoevery step of our process, and we don’t let a single number slip by.5. EnhanceRECOGNIZE SUCCESS AND LEVERAGE FOR GROWTH.Based on our evaluations, we determine next steps forwardthrough the analysis of results. We strive to continually buildon successes, assess goals, and adapt the plan to meet new orupdated goals. You know better than anyone else how quicklythe tourism landscape shifts and develops. With the thousandsof pages of new research and constant influx of patterns anddata that mark the industry, our tourism strategies are notstatic, but constantly refined to stay on top of current trends.MENDOCINO COUNTY TOURISM COMMISSION
BRAND MAPVerdin’s Brand Map is a tangiblerepresentation of the insightsgained from the Explore andEnvision phases of the Verdin360. The Map will guide allmarketing and branding effortsmoving forward to ensure aconsistent, effective brand.BRAND EXPLANATION (INTERNAL STRATEGIC CHOICES)Brand AttributesFunctional BenefitsEmotional BenefitsThis part of the brand foundationdefines the brand’s unique physicalcharacteristics. What are thebasic attributes that make up thedestination?Also a part of the brandfoundation, the functionalbenefits build on brand attributesand look at what the physicalcharacteristics do for theconsumer/target audience. Whatrole does each bring to the targetaudience when they visit?This is a very important part ofthe brand’s foundation because itexamines the emotions that comefrom the visitor who experiencesthe functional benefits of yourbrand. How will the target audiencefeel when they interact with theVCLA brand?BRAND POSITIONING STATEMENTA tight and descriptive statement that captures the uniqueness of the brand in thehearts and minds of the target audience. Compelling, differentiated core benefit, usedfor internal guidance of all marketing and revisited often.Brand ReputationBrand PromiseFor existing brands, this includes current reputationand perception of brand among consumers.The emotional component of the brand and the reasonto believe: its promise. This may include your corevalues and mission statement.BRAND EXPERIENCE (EXTERNAL CONSUMER COMMUNICATIONS)Next we bring the brand to life through different elements that make up the brand experience (visuals, sounds,scents, etc.) that all support the overall brand and elicit certain feelings in the target audience. Determine whatwe want our audiences to do/feel/say after exposure to our messages. 2016 by Verdin17
HELLOWE ARE A BAND OF SPIRITEDSTORYTELLERS IN SEARCH OFBRANDS WITH PERSONALITYAND POTENTIAL.It’s nice to meet you.TECHNICAL APPROACH:BACKGROUND & PROCESSVerdin offers full-scale marketing communications services:MARKETING & BRAND MANAGEMENT Marketing Plans Image Perception Assessment Strategic Planning Customer Relationship Management Corporate Identity & BrandingADVERTISINGVerdin is a full-service marketing agencythat embraces a Corporate SocialResponsibility. We focus on the “triplebottom line” – a fine balance betweenthe economic, social and environmentalaspects of business. Based in SanLuis Obispo, California, Verdin wasestabl
Liz came to Verdin with six years of design experience and the desire to surpass client expectations. Her spirited creativity is matched by her dedication to meeting project goals, resulting in sophisticated and on-target designs. Graphic Designer We work with a number of partners
