GREATER SANTA ANA VITALITY FOUNDATION - SANTA ANA CHAMBER OF COMMERCE-2016

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The goal of the campaign is to increase development and tourism to the city of Santa Ana by developing a comprehensive marketing strategy that will build brand awareness and revenue. Objectives: • Develop a comprehensive website that provides information on city events, entertainment, dining, shopping, sightseeing, hotels and more. • Launch and continue a PR plan that will give the city of Santa Ana increased exposure highlighting the assets that are unique to the city. • Utilize social media to increase brand awareness and build engaging relationships with our target audience. Products and Services: • Website o The website will be designed to showcase the major business and attractions that we will leverage and advertise to drive additional traffic and sales to the city (DTSA restaurants and nightlife, Bowers, MainPlace Mall, Discovery Cube, SA Zoo etc. o We will create a one-stop shop of everything to see and do in the city. • Public Relations o Create a comprehensive public relations outreach to all residents in OC, and to increase awareness with developers, investors and tourists to Southern California. o An ongoing PR effort will highlight all the reasons to live, work, play and invest in Santa Ana. • Social Marketing o Utilize integrated social marketing plan to create ongoing relationships with our target audiences. o Social marketing allows us to engage with our target audience by delivering relevant content about what is happening in Santa Ana, news, etc. Chamber Outreach Programs • Grow Conference o Continue to expand the influence of the Grow Conference program. o Increase attendees, presentation, sponsors and networking by increasing marketing outreach. o Create outbound e -newsletter to communicate the latest ED wins and opportunities with attendee email list throughout the year. • Taste of Santa Ana o Santa Ana is a culinary destination with some of the best restaurants in Orange County. Our campaign will be showcasing articles and publications that listed our restaurants in their "best of categories. o All PR and social marketing efforts will drive even more attendance in year two. • Business Expo o This annual event showcases 50-70 companies here in Santa Ana from all types of business. o It attracts people to come and meet with these various businesses and learn about their services and/or products. o This networking program creates a stronger sense of community. • Retention Program o The retention program works with businesses throughout the city to help them sustain growth and thrive in Santa Ana. o We gather information through the use of a survey instrument and face-to-face meetings. o We will allocate budget to expand the program to reach more businesses and make them aware of needed services.