Tourism Committee

Tourism Committee Meeting Agenda Thursday, October 24, 2024 at 7:30 AM Conference Room Page 1. CALL TO ORDER 2. ROLL CALL 3. ADOPTION OF AGENDA 4. APPROVAL OF MINUTES a. Minutes from date 2-3 Tourism Committee - 10 Oct 2024 - Minutes 5. BUSINESS a. 2025 River Travel Media Contract Review 4 - 17 2025 River Travel Media Contract Review 6. COMMUNICATION AND MISCELLANEOUS 7. ADJOURNMENT  Tourism Committee Meeting Minutes 7:30 AM - Thursday, October 10, 2024 Council Chambers The Tourism Committee of the City of New Richmond was called to order on Thursday, October 10, 2024, at 7:30 AM, in the Council Chambers, with the following members present: PRESENT: Brian Meyer, Pete Vrieze, Dawn Jacobson, Timothy Sass ABSENT: Kim Dimick OTHERS Michelle Scanlan, Rae Ann Ailts, Lexi Derrick PRESENT: CALL TO ORDER ROLL CALL ADOPTION OF AGENDA Pete Vrieze made a motion to adopt the agenda. Dawn Jacobson seconded the motion. Carried unanimously. APPROVAL OF MINUTES MINUTES FROM DATE Brian Meyer made a motion to approve minutes from September 11, 2024. Pete Vrieze seconded the motion. Carried unanimously. BUSINESS MEET RIVER TRAVEL MEDIA STAFF Amy Gabay and Brent Hanifl, owners of River Travel Media, attended the meeting remotely to meet the Tourism Committee. Amy and Brent introduced themselves, provided background on their company and proceeded to go through a mini SWOT analysis with the committee. 2025 RIVER TRAVEL MEDIA CONTRACT REVIEW Lexi Derrick prepared a presentation for the committee going over each of the three contracts that River Travel Media provided, along with potential third party costs. Further discussion took place on specific topics within the contract. Brent and Amy provided assistance in answering some of the questions the committee had. Tourism Committee Meeting October 10, 2024 No action was made as the committee requested additional time to review the contracts. COMMUNICATION AND MISCELLANEOUS The Tourism Committee will hold another meeting on October 24th to continue discussion on the 2025 River Travel Media marketing contracts. ADJOURNMENT Pete Vrieze made a motion to adjourn at 8:31am. Brian Meyer seconded the motion. Carried unanimously. Tourism Committee Meeting October 10, 2024  MEMO Prepared for: Tourism Committee Staff Contact: Lexi Derrick, Michelle Scanlan Meeting: Tourism Committee - 24 Oct 2024 Subject: 2025 River Travel Media Contract Review BACKGROUND INFORMATION: Over the past few months, the Tourism Committee and River Travel Media entered into a 2024 Marketing Groundwork contract and a 2025 through 2027 Three-Year Proposal Addendum contract. With the approval of the three-year contract, the Tourism Committee met on October 10th to review the 2025 contracts and third party expenditures provided by River Travel Media. After discussion, the committee requested to meet again in two weeks to provide additional time to review. Discussion will continue during this meeting. RECOMMENDATION: After reviewing the contracts, the Tourism Committee can move: Approve: Approve one of the 2025 contracts. Deny: Deny any or all of the 2025 contracts. Table: Table the contracts until a future meeting, with direction on specific items. ATTACHMENTS: New Richmond 2025 3rd Party Options New Richmond 2025 Marketing Proposal_Basic Level New Richmond 2025 Marketing Proposal_Premium Level New Richmond 2025 Marketing Proposal_Standard Level  Amy Gabay amy@rivertravel.org (608) 799-5334 Brent Hanifl brent@rivertravel.org (608)461-2485 Visit New Richmond Third Party Advertising Options The following prices are third-party costs and are subject to change. The City of New Richmond is responsible for the direct payment of all third-party costs. River Travel Media would suggest the following list of advertising buys for 2025. This list is malleable and can be expanded or contracted depending on budgetary needs and the committee's desires. ● Robly Webmail Program | $290 estimated cost ○ RTM suggests the purchase of the Robly webmail service for the newsletters. It has competitive features and great customer support. ○ $29 per month (March through December) ● Digital Ads | $4,300 estimated cost ○ Likely the most cost effective way in which to reach your audience. RTM highly suggests a strong digital advertising component for the campaign. ○ 43 weeks/$100 per week spend. Includes Display Ads and FB ads over 10 months. ○ RTM will monitor the ad program on a bi-weekly basis making changes to ensure the strongest return for investment. ● VolumeOne | $500 estimated cost ○ Eau Claire - Volume One. Chippewa Valley for the Win ○ RTM suggests utilizing this program to further promote the Sweepstakes. ○ The package includes an ad In 2 issues + 4 weeks online. ■ 1/4 page print ad, social media post, featured at the top of 2 "For The Win" newsletters ● MPR - The Current | $2,400 estimated cost ○ 1 month package - Mon-Sun 6am-8pm, 16x | Mon-Sun 6am-12M, 4x rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 2 of 14  ● Wisconsin Public Radio | $2,000 estimated cost ○ Broadcast advertising on the News Networks - WHWC and WHLA ○ Statewide online web tile ads ○ Possibly a two month program. ● Online Streaming or Podcast Advertisements | $1,610 estimated cost ○ 3 months/16 weeks- $100 per week spend on streaming and/or podcast services ● OOH (Out of Home) | $1,600 estimated cost ○ 2 months/8 weeks program focused on two events (possibly Hometown Christmas and Heritage Days) ○ $200 per week spent on digital billboard(s) ○ Possible location: Inver Grove Heights region ● *Travel Wisconsin - Writer Tour | estimated cost $3,000 + On the Ground Expenses ○ Hosting a journalist for a minimum of Two full days. ○ NR would handle booking all elements of the visit including, but not limited to, lodging and meals, media gifts, on-the-ground transportation (if the journalist is flying in), and creation of the final itinerary document in a shareable form for the media. ● Travel Wisconsin - Special Offers Email | $800 estimated cost ○ Promotion of the sweepstakes through the special offers email. 4 runs $200 each. ● Travel Wisconsin - Print Guide | $2,500 estimated cost ○ ¼ page ad Total Estimated Cost of Suggested Third-Party Advertising Program if all are chosen. $19,000 + *Travel Writer “on the ground expenses” rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 3 of 14  Amy Gabay amy@rivertravel.org (608) 799-5334 Brent Hanifl brent@rivertravel.org (608)461-2485 Visit New Richmond 2025 Marketing and Promotion Proposal Basic Level Marketing Strategy and Implementation $1,500 per month retainer fee for ten months March through December Cost: $15,000 Includes, but is not limited to, meetings, planning, research, analytics, and the administration of the third-party aspects of the advertising program. ● Examples: Managing digital or social media advertising, press releases, media inquiries, purchasing print, television, or radio ad space, website updates, and Search Engine Optimization. Photography $2,960 River Travel Media will coordinate a spring/summer photography session. ● The photoshoot will be one day in length. ● Photography locations will be identified and planned with staff. ● RTM will work with the City of New Richmond (NR) staff to find and organize people who can act as “models” enjoying the area. ● Five locations with approximately 50 photos submitted to the client. ○ Locations may focus on outdoor activities, both family-friendly and couple-centric activities, and will be determined by website and social media needs. Sweepstakes Cost: $800 One sweepstakes giveaway will be created and promoted throughout the campaign. ● RTM will create an online sign-up form that encourages contestants to share through their social media channels and to visit the Visit New Richmond tourism website. ● The City of New Richmond (NR) will be responsible for gathering the prizes. ● Sweepstakes entries’ emails will be utilized in the monthly newsletter program. ● RTM will add a Sweepstakes pop-up on the website homepage. ● River Travel Media will contact the prize winner and submit it to NR. ● All emails gathered through the sweepstakes will be given to NR. rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 4 of 14 Newsletters Cost: $2,250 River Travel Media will create nine visitor-based newsletters (monthly from April through December) to promote website content and to consistently share the sweepstakes. The focus of the newsletters would be short content with attractive imagery to drive traffic back to the website for visitors to learn more. ● RTM will design a template for the visitor newsletter Social Media Management Cost: $2,730 River Travel Media will post twice weekly on the Visit New Richmond tourism social media pages for nine months (April through December). Posts will focus on the campaign, sweepstakes, new website content, and driving traffic back to the website. ● RTM will create a folder of images with the campaign overlay to be approved before the start of the campaign. ● RTM will create a Social Guide with Tier 1 and Tier 2 hashtags, important tags, general text, and individual page text (for posts highlighting specific website pages) for approval prior to the campaign. ● RTM will monitor its posts for public input and reply to comments or hide if necessary. Ad Design Cost: $700 River Travel Media will create ad designs for the 2025 campaign, including print, radio broadcast text, web tiles, and/or digital billboards as needed. Press Releases Cost: Included in Retainer River Travel Media will create and send press releases to regional and state-wide media outlets. River Travel Media will coordinate with the media to field inquiries. ● All topics and final PRs will be approved by NR before sending. Possible topics include; introducing the website kick-off, the sweepstakes, and upcoming events. Ad Buys Cost: Included in Retainer RTM will work with third-party advertising companies to purchase the ad placements within the advertising campaign. RTM will also work with these companies to ensure all advertising specifications are met and content is submitted on time with all necessary prior approvals. Website Maintenance Cost: Included in Retainer Maintenance ● River Travel Media will update the website plug-ins and themes monthly. ● River Travel Media will monitor Google Search Console and make necessary site coverage fixes. rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 5 of 14  ● River Travel Media will perform any updates necessary on the hosting platform. ● River Travel Media will reset the Visit New Richmond website to a saved version of its history if necessary. SEO (Search Engine Optimization) ● River Travel Media will complete needed SEO for site updates and additions, utilizing an SEO plug-in to monitor for needs. Updates ● River Travel Media will update the website pages as requested by NR staff. ○ NR staff will provide content and photos they wish to be added to the website. Analytics Cost: Included in Retainer River Travel Media will share analytics on the marketing and advertising campaign monthly. Administration of Grant Program Advertising Cost: Included in Retainer River Travel Media would include aiding the New Richmond staff in creating ad buy campaigns for events involved in the Tourism Grant Program. RTM would define the advertising platforms they believe would be best for the event’s audience, and work as a liaison between the platforms and NR, Ex. buying the space and submitting ad designs (there may be an additional cost for ad designs if the event does not have an ad designer and needs ads created). RTM would also include analytic reports for each ad buy program at no additional cost. Total Cost: $24,440 Communication River Travel Media will be available through video calls, phone, and text. We are highly responsive and value our client’s time. Ownership All content, designs, and collected emails developed for this campaign will be given to the client. Billing Total Cost of all items within the proposal: $24,440 River Travel Media prefers a monthly payment program - $2,444 per month for ten months. However, billing is flexible and can be done according to the client’s needs. Net 30 days from invoice date. Invoices are emailed. Signature:_______________________________ Date: _________________________ rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 6 of 14  Amy Gabay amy@rivertravel.org (608) 799-5334 Brent Hanifl brent@rivertravel.org (608)461-2485 Visit New Richmond 2025 Marketing and Promotion Proposal Premium Level Marketing Strategy and Implementation $1,500 per month retainer fee for twelve months Cost: $18,000 Includes, but is not limited to, meetings, planning, research, analytics, and the administration of the third-party aspects of the advertising program. ● Examples: Managing digital or social media advertising, press releases, media inquiries, purchasing print, television, or radio ad space, website updates, and Search Engine Optimization. Photography Two Sessions - $2,960 each Cost: $5,920 River Travel Media will coordinate two photography sessions in the spring/summer. ● Each photo shoot will be one day in length. ● Photography locations will be identified and planned with staff. ● RTM will work with the City of New Richmond (NR) staff to find and organize people who can act as “models” enjoying the area. ● Five locations each day with approximately 50 photos submitted to the client each session. A total of approximately 100 photos. ● Locations may focus on outdoor activities, both family-friendly and couple-centric activities. ○ Locations will be determined based on the highest need within the website and social media platforms. Sweepstakes Cost: $800 One sweepstakes giveaway will be created and promoted throughout the campaign. ● RTM will create an online sign-up form that encourages contestants to share through their social media channels and to visit the Visit New Richmond tourism website. ● The City of New Richmond (NR) will be responsible for gathering the prizes. ● Sweepstakes entries’ emails will be gathered for the monthly newsletter program. rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 7 of 14  ● RTM will add a Sweepstakes pop-up on the website homepage. ● River Travel Media will contact the prize winner and submit it to NR. ● All emails gathered through the sweepstakes will be given to NR. Newsletters Cost: $2,500 River Travel Media will create ten visitor-based newsletters (monthly from March through December) to promote website content and to consistently share the sweepstakes. The focus of the newsletters would be short content with attractive imagery to drive traffic back to the website for visitors to learn more. ● RTM will design a template for the visitor newsletter Social Media Management Cost: $3,010 River Travel Media will post twice weekly on the Visit New Richmond tourism social media pages for ten months (March through December). Posts will focus on the campaign, sweepstakes, new website content, and driving traffic back to the website. ● RTM will create a folder of images with the campaign overlay to be approved before the start of the campaign. ● RTM will create a Social Guide with Tier 1 and Tier 2 hashtags, important tags, general text, and individual page text (for posts highlighting specific website pages) for approval prior to the campaign. ● RTM will monitor its posts for public input and reply to comments or hide if necessary. ● 2 posts per week for seven months, approximately 60 posts. Social Media | YouTube Reels Cost: $1,540 River Travel Media will work with the NR staff to create a list of 8 locations that can be filmed over a single day of recording. The video filmed will be created for the purpose of use on Facebook stories, Instagram reels, and YouTube shorts. ● Examples of potential focus would be an event, dining, shopping, parks, trails, and attractions. ● Six to ten snippets would be filmed per location, with one reel per location created. ● NR will have access to the video library for any future use they may have. Ad Design Cost: $700 River Travel Media will create ad designs for the 2025 campaign, including print, radio broadcast text, web tiles, and/or digital billboards as needed. rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 8 of 14 Press Releases Cost: Included in Retainer River Travel Media will create and send press releases to regional and state-wide media outlets. River Travel Media will coordinate with the media to field inquiries. ● All topics and final PRs will be approved by NR before sending. Possible topics include; introducing the website kick-off, the sweepstakes, and upcoming events. Ad Buys Cost: Included in Retainer RTM will work with third-party advertising companies to purchase the ad placements within the advertising campaign. RTM will also work with these companies to ensure all advertising specifications are met and content is submitted on time with all necessary prior approvals. Website Maintenance Cost: Included in Retainer Maintenance ● River Travel Media will update the website plug-ins and themes monthly. ● River Travel Media will monitor Google Search Console and make necessary site coverage fixes. ● River Travel Media will perform any updates necessary on the hosting platform. ● River Travel Media will reset the Visit New Richmond website to a saved version of its history if necessary. SEO (Search Engine Optimization) ● River Travel Media will complete needed SEO for site updates and additions, utilizing an SEO plug-in to monitor for needs. Updates ● River Travel Media will update the website pages as requested by NR staff. ○ NR staff will provide content and photos they wish to be added to the website. Analytics Cost: Included in Retainer River Travel Media will share analytics on the marketing and advertising campaign monthly. Administration of Grant Program Advertising Cost: Included in Retainer River Travel Media would include aiding the New Richmond staff in creating ad buy campaigns for events involved in the Tourism Grant Program. RTM would define the advertising platforms they believe would be best for the event’s audience, and work as a liaison between the platforms and NR, Ex. buying the space and submitting ad designs (there may be an additional cost for ad designs if the event does not have an ad designer and needs ads created). RTM would also include analytic reports for each ad buy program at no additional cost. Total Cost: $32,470 rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 9 of 14 Communication River Travel Media will be available through video calls, phone, and text. We are highly responsive and value our client’s time. Ownership All content, designs, and collected emails developed for this campaign will be given to the client. Billing Total Cost of all items within the proposal: $32,470 River Travel Media prefers a monthly payment program - $2,705.83 per month. However, billing is flexible and can be done according to the client’s needs. Net 30 days from invoice date. Invoices are emailed. Signature:_______________________________ Date: _________________________ rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 10 of 14  Amy Gabay amy@rivertravel.org (608) 799-5334 Brent Hanifl brent@rivertravel.org (608)461-2485 Visit New Richmond 2025 Marketing and Promotion Proposal Standard Level Marketing Strategy and Implementation $1,500 per month retainer fee for twelve months Cost: $18,000 Includes, but is not limited to, meetings, planning, research, analytics, and the administration of the third-party aspects of the advertising program. ● Examples: Managing digital or social media advertising, press releases, media inquiries, purchasing print, television, or radio ad space, website updates, and Search Engine Optimization. Photography $2,960 River Travel Media will coordinate a spring/summer photography session. ● The photoshoot will be one day in length. ● Photography locations will be identified and planned with staff. ● RTM will work with the City of New Richmond (NR) staff to find and organize people who can act as “models” enjoying the area. ● Five locations with approximately 50 photos submitted to the client. ○ Locations may focus on outdoor activities, both family-friendly and couple-centric activities, and locations will be determined by website and social media needs. Sweepstakes Cost: $800 One sweepstakes giveaway will be created and promoted throughout the campaign. ● RTM will create an online sign-up form that encourages contestants to share through their social media channels and to visit the Visit New Richmond tourism website. ● The City of New Richmond (NR) will be responsible for gathering the prizes. ● Sweepstakes entries’ emails will be gathered for the monthly newsletter program. ● RTM will add a Sweepstakes pop-up on the website homepage. ● River Travel Media will contact the prize winner and submit it to NR. ● All emails gathered through the sweepstakes will be given to NR. rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 11 of 14 Newsletters Cost: $2,000 River Travel Media will create eight visitor-based newsletters (monthly from May through December) to promote website content and to consistently share the sweepstakes. The focus of the newsletters would be short content with attractive imagery to drive traffic back to the website for visitors to learn more. ● RTM will design a template for the visitor newsletter Social Media Management Cost: $3,010 River Travel Media will post twice weekly on the Visit New Richmond tourism social media pages for ten months (March through December). Posts will focus on the campaign, sweepstakes, new website content, and driving traffic back to the website. ● RTM will create a folder of images with the campaign overlay to be approved before the start of the campaign. ● RTM will create a Social Guide with Tier 1 and Tier 2 hashtags, important tags, general text, and individual page text (for posts highlighting specific website pages) for approval prior to the campaign. ● RTM will monitor its posts for public input and reply to comments or hide if necessary. Social Media | YouTube Reels Cost: $1,540 River Travel Media will work with the NR staff to create a list of 8 locations that can be filmed over a single day of recording. The video filmed will be created for the purpose of use on Facebook stories, Instagram reels, and YouTube shorts. ● Examples of potential focus would be an event, dining, shopping, parks, trails, and attractions. ● Six to ten snippets would be filmed per location, with one reel per location created. ● NR will have access to the video library for any future use they may have. Ad Design Cost: $700 River Travel Media will create ad designs for the 2025 campaign, including print, radio broadcast text, web tiles, and/or digital billboards as needed. Press Releases Cost: Included in Retainer River Travel Media will create and send press releases to regional and state-wide media outlets. River Travel Media will coordinate with the media to field inquiries. ● All topics and final PRs will be approved by NR before sending. Possible topics include; introducing the website kick-off, the sweepstakes, and upcoming events. rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 12 of 14 Ad Buys Cost: Included in Retainer RTM will work with third-party advertising companies to purchase the ad placements within the advertising campaign. RTM will also work with these companies to ensure all advertising specifications are met and content is submitted on time with all necessary prior approvals. Website Maintenance Cost: Included in Retainer Maintenance ● River Travel Media will update the website plug-ins and themes monthly. ● River Travel Media will monitor Google Search Console and make necessary site coverage fixes. ● River Travel Media will perform any updates necessary on the hosting platform. ● River Travel Media will reset the Visit New Richmond website to a saved version of its history if necessary. SEO (Search Engine Optimization) ● River Travel Media will complete needed SEO for site updates and additions, utilizing an SEO plug-in to monitor for needs. Updates ● River Travel Media will update the website pages as requested by NR staff. ○ NR staff will provide content and photos they wish to be added to the website. Analytics Cost: Included in Retainer River Travel Media will share analytics on the marketing and advertising campaign monthly. Administration of Grant Program Advertising Cost: Included in Retainer River Travel Media would include aiding the New Richmond staff in creating ad buy campaigns for events involved in the Tourism Grant Program. RTM would define the advertising platforms they believe would be best for the event’s audience, and work as a liaison between the platforms and NR, Ex. buying the space and submitting ad designs (there may be an additional cost for ad designs if the event does not have an ad designer and needs ads created). RTM would also include analytic reports for each ad buy program at no additional cost. Total Cost: $29,010 Communication River Travel Media will be available through video calls, phone, and text. We are highly responsive and value our client’s time. rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 13 of 14 Ownership All content, designs, and collected emails developed for this campaign will be given to the client. Billing Total Cost of all items within the proposal: $29,010 River Travel Media prefers a monthly payment program - $2,417.50 per month. However, billing is flexible and can be done according to the client’s needs. Net 30 days from invoice date. Invoices are emailed. Signature:_______________________________ Date: _________________________ rivertravelmedia.com | brent@rivertravel.org | amy@rivertravel.org Page 14 of 14