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University City Chamber of Commerce Advertising/Marketing/Branding Plan - EDRST 2018 July 28, 2017 Dear esteemed members of the EDRST Board and University City Council, The following is the University City Chamber of Commerce’s ad/marketing plan for the use of $50,000 recommended by the EDRST Board for funding in FY2018 combining two original EDRST applications: City- wide Advertising and Marketing Campaign, and Regional Branding and Tourism Attraction. Estimated ad spend is based on preliminary research and best pricing from trusted sources and partners, but category spend may be adjusted slightly following full bid analysis and ongoing plan development. As in years past, details of this plan will be determined through collaboration with the City of U City on a strategic, comprehensive campaign design for robust, non-duplicative efforts with the most cost-efficient use of EDRST dollars to promote the City of U City as a great place to live, shop, dine, visit, play and do business. Print Advertising Deliverables: Print ads in regional and tourism publications to promote U City through a variety of print media, including a full-page ad in the 2018 St. Louis Official Visitors Guide (350,000 printed annually in December and distributed throughout the year),listing in the Official Visitor’s guide and map, and the development, design and printing of 5,000 brochures of an all U-City map on one side and the Olive Link Ethnic Dining Guide on the reverse which will be placed in five visitor and convention centers throughout the region, in hotels, on display menus of Explore St. Louis restaurant partners, and other identified locations for a year – estimated ad spend $22,000. This figure includes ad, map and brochure design, and printing. Additional print ads will be placed in some or all of the following publications as determined in collaborative strategy sessions based on competitive package rates and coordination with other marketing efforts to highlight key events across the community ongoing throughout the fiscal year: West End Word, St. Louis Post-Dispatch, Student Life and possibly Sauce or Feast magazines. Digital Promotions Deliverables: six months of social media campaigns, a full-page ad on the electronic version of the St. Louis Official Visitor’s Guide, and enhanced listing on explorestlouis.com – estimated ad spend $12,000. st Social media campaigns are essential for effective 21 century ad-marketing. They grow fan and email acquisition, increase engagement with primary (existing) and secondary (new) audiences, increase awareness of all U City business districts, fortify City, Loop and Olive Link brand awareness, and digitally advertise rotating seasonal events. Social media marketing is a critical component of any marketing plan, and provides the lowest-cost and highest return on investment in the industry for focused ad/marketing to target demographics. In the fall/early winter, the seasonal focus will be on Shop Local/Give Local and City-wide holiday events. Rotating seasonal events will include Taste of U City, the Loop Ice Carnival, the opening of Trolley Service, the North & South Block Party, and/or other U City events of regional interest in the spring/early summer months.