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EXHIBIT 1 <br /> i <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 /> R° <br /> COMM ITY SUSTRINULE <br /> RLIGI1MEIIT ORGROWRTIOU <br /> 0, 1 f, <br /> N <br />