Social media management proposal by Monica Richardson Smiley

SOCIAL MEDIA MANAGEMENT

PROPOSAL SOCIAL MEDIA MANAGEMENT PRESENTED TO GARDEN OF THE GODS CLUB & RESORT

FIND YOUR SPACE

â&#x20AC;&#x153;

Space is not just going up and coming back down again. Space is getting into orbit and being there, living there, establishing a presence, a permanence. BUZZ ALDRIN

August 13, 2015 Garden of the Gods Club & Resort 3320 Mesa Road Colorado Springs, CO 80904 (719) 632-5541 Dear Christina , Every few minutes, a new buzzword rips through the business world and ends up in a pile of tired terms next to “synergy.” Today, one of the biggest corporate buzzwords is “storytelling.” The Funny thing is, storytelling has been the buzzword on and off since advertising became a thing. It’s always coming out of the buzzword pile because, at the end of the day, storytelling is a timeless skill. It is an established fact that everyone loves a good story and Garden of the Gods Club & Resort has a great story to tell. I want to be the messenger. My seven years’ experience in hospitality social marketing (two of which were in a regional role) have been filled with wow, whimsy and fun. Engaging guests is at the heart of the hospitality industry and social media provides and amazing platform for interaction. However social media is not just about being social, every action taken on social networks should be a part of a larger marketing strategy. That means every post, reply, like and comment should all be guided by a plan and driving towards pre-determined goals.

Sincerely,

Monica Smiley Monica Smiley Director of Sales & Marketing, OneOrbit monica@oneorbit.com

TABLE OF CONTENTS 07

A LITTLE BIT ABOUT US

CASE STUDY

GOALS & OBJECTIVES

PROJECT RECOMMENDATIONS

PROJECT TIMELINE

DESIGN PACKAGES

ADDITIONAL SERVICES

TERMS & CONDITIONS

ADDITIONAL SERVICES

TERMS & CONDITIONS

ACCEPTANCE OF PROPOSAL

CLIENT/PROJECT OVERVIEW

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The most potentially transformative impact of social media is its ability to encourage brands to marry profit and purpose. The reason brands participate is that such outreach earns those companies social currency enabling them to start or participate in conversations that connect them to consumers in meaningful ways. SIMON MAINWARING

A LITTLE BIT ABOUT US

“Social media is not about the exploitation of technology but service to community.” SIMON MAINWARING

EXPERIENCE

OneOrbit is a veteran provider of expert social media marketing services. We have over 7 years’ experience in delivering social media services in the hospitality industry.

PHILOSOPHY

Every action taken on social networks should be a part of your larger marketing strategy. That means every post, reply, like and comment should all be guided by a plan and driving towards predetermined goals. Our goal is to provide a comprehensive social media program that integrates smoothly with other marketing and adverting programs and messaging, whether on-line or on other media.

MIXOLOGY

Social media is a wonderful avenue for hoteliers to add to their marketing mix. Not only does it generate a great deal of earned media, but it gives you superior targeting opportunities to advertise to people based not only on their locations, but their education, income, interests, and age. While social media is by no means a foolproof marketing channel, it is important for clubs, hotels and resorts to have a presence here to share news, updates, photos, and to engage with traveler reviews. By making regular updates to social media channels properties can create an effective organic reach as well. We at OneOrbit always recommend a healthy mix of paid and organic marketing efforts to the impact.

CASE STUDY

Challenge

#PLRHMEMORIES

Engage customers, create loyalty and

Personal Luxury Resorts & Hotels

gain user generated content (UGC). Solution

Personal Luxury Resorts & Hotels (PLRH) wanted to get customers more involved and turn their most loyal brand ambassadors into content producers.

I created the #PLRHMemories campaign to gain UGC. The 13 week contest awarded one winner each week with one of thirteen property vacation giveaways.

Why? Because user generated content is more important than you might think.

`` Create engagement

sit back, relax, and share all the fun content streaming into your business.

`` Make it easy to contribute

It creates loyalty. It takes a lot for a customer to post content for your brand,

`` Use new content to motivate others

but when they do, it builds loyalty and a stronger sense of community around

`` Make it worth your customers time

Itâ&#x20AC;&#x2122;s more trustworthy. Especially among Millennials. Ditch those banner ads because only 19% of Millennials trust them, 49% trust peer reviews. Itâ&#x20AC;&#x2122;s cheaper to produce. Turn your customers into production teams while you

your business.

CASE STUDY

Challenge

#GRABSOMESUNSHINE

Cross promote the Florida PLRH

Personal Luxury Resorts & Hotels of Florida

properties in an effort to drive awareness and multi property Florida

How do you drive awareness to a portfolio of resorts managed by a â&#x20AC;&#x153;soft

vacations.

brandâ&#x20AC;?? This was my challenge for a Q1 2015 Personal Luxury Resorts & Hotels

Solution Guests were encouraged to visit the PLRH or property specific Facebook pages and create their very own Florida vacation story board. By simply choosing the experiences that speaks to them, then dragging and dropping their choices on their #Grabsomesunshine story board, guests could curate their ideal Florida Vacation.

of Florida campaign. The campaign I created included an interactive social media component that rewarded guests with points every time they shared their storyboard. In addition to the social media aspects of this campaign it also included geo-targeted emails, geo-targeted PPC, re-direct marketing banner ads, a website presence with geo-targeted smart banners, on property collateral, location defining IRD menu items that were promoted at all four resorts and a press release. Each of the four properties curated a location specific package to promote and award to the four guest storyboards with the most points.

CAMPAIGN CONCEPT

#LIFEONTHEROCKS

Challenge

#LIFEONTHEROCKS

Encourage club members to engage with

GARDEN OF THE GODS CLUB & RESORT

social media channels by sharing and tagging experiential photos.

Garden of the Gods Club & Resort wants to encourage members to become

Solution

and thus creating User Generated Content (UGC). Why is this important?

`` Create â&#x20AC;&#x153;Social Hourâ&#x20AC;? exclusive event `` for member that tag and share pics. `` Utilize #hashtag frames at events. `` Publicly Recognize / Encourage UGC. `` Encourage real time sharing at events.

more engaged with their brand via social media by tagging and sharing photos

Allows exposure to an ideal audience. One would assume that friends of GGC membership have similar interests and income levels, and therefor are the perfect audience to target. Highlight the lifestyle. Experiential photos taken by members allow viewers to gain a better understanding of what life is like as a club member. It creates loyalty. It builds loyalty and a stronger sense of community around your business.When you share the content your customers create, they get their 15 minutes of fame. They love seeing their creations in the spotlight.

GOALS & OBJECTIVES OneOrbit is pleased to submit a Social Media Optimization Program (SMO) proposal for Garden of the Gods Club & Resort. This proposal describes the program elements, services, terms, and schedule for SMO related activities.

GOAL 1 Conduct a thorough audit of Garden of the Gods Club & Resortâ&#x20AC;&#x2122;s current social media activity. `` Objective 1.1: Compile a current network / profiles list. `` Objective 1.2: Review of brand messaging: voice, information & imagery consistency. `` Objective 1.3: Analyze social presence as well as competitors.

GOAL 2 Develop both Short-Term & Long-Term Social Media Strategic Plans. `` Objective 2.1: Review marketing plans: discover target audience and company goals. `` Objective 2.2: Utilize SM planning calendar to assure messaging is consistent across platforms. `` Objective 2.3: Create posts that inspire action, ask questions & use #hashtags.

GOAL 3 Provide a Monthly Dashboard to Track Ongoing Social Media Growth and Interactions. `` Objective 3.1: Create a metrics dashboard to track social engagement. `` Objective 3.2: Prepare comp-set overview. `` Objective 3.3: Provide Google Social Analytics data to measure the impact of social initiatives.

PROJECT RECOMMENDATIONS Social media can enable organizations to connect with stakeholders and create a sense of community among visitors. These best practices and recommendations are intended as a guide to help Garden of the Gods Club & Resort effectively use social media.

SOCIAL MEDIA BEST PRACTICES AND RECOMMENDATIONS `` Claim your turf. Reserve your company’s name on all the major social networks. `` Follow your audience. Make sure you use the platforms that your customers use. `` Publish content via social media channels on a regular basis. `` Say something useful. Tell your customers things they can use, add value to their day. `` Use photos & video `` Eavesdrop. Tune in to what people are saying about you, your business, and your industry. `` Listen, evaluate, adjust, and experiment. `` Be prepared to respond to comments and questions. A speedy response not only shows a level of `` care and concern but also increases your brands trust factor. `` Ask for feedback from your readers. `` Set goals. Who do you want to reach? What do you want them to do once they get your messages? `` Offer incentives, fun contests and campaigns to drive guests to act in a pre-determined manor. `` Integrate. Let your customers know every way possible that you use social media. `` Measure your success. Set and document goals with a monthly wrap up report.

Recognize that social media is not about control. You can control what you say through social media, but you can’t control how people will interpret your message, how they will react, or what they will communicate to others through these channels about your organization. That’s the nature of social media; trying to change it is neither productive nor desirable. Focus on telling your organization’s story honestly and providing accurate, timely information that is relevant to your readers. This will give people an opportunity to share some of that information with their friends and contacts, just as they might through face-to-face communication.

PROJECT TIMELINE The project schedule is based on a start date of September 1, 2015. Any change in start date would result in changes in all subsequent delivery dates. If Garden of the Gods Club & Resort selects OneOrbit to provide the social media consulting services described, our time-line would proceed as follows:

PHASE I: Social Media Audit / 1 Week Comprehensive analysis of Garden of the Gods Club & Resort ’s current social media use by OneOrbit; including actionable advice to improve results based on

COMPLETION / ONGOING 9/07/2015

the findings.

PHASE II: Social Media Strategic Plan Development / 1–2 Weeks Creation of a long-term plan to expand Garden of the Gods Club & Resort’s social media presence and improve efficiency of Garden of the Gods Club &

COMPLETION / ONGOING 9/14/2015

Resort’s existing investments.

PHASE III: Create Monthly Engagement Calendar / 1–2 Weeks Create calendar to plan monthly SM content. Include common themes such as campaigns, holidays or specific events you’d like to promote across all social

COMPLETION / ONGOING 9/14/2015

channels. This calendar will help align efforts across the board including email campaigns, blog content, and other campaigns or promotional endeavors.

PHASE IV: Provide Monthly Recap Dashboard / 4 Weeks Measure and analyze the effectiveness of your social media outreach and campaigns with easy-to-grasp monthly reporting. Track engagement and

COMPLETION / ONGOING 9/30/2015

conversions with insights and analytics.

PHASE V: Sustained Activity / Ongoing When the initial social media activity is complete, regular activity must be sustained according to the social media marketing plan. Weekly or monthly sessions with the client are held to brainstorm ideas, topics, and messages for on-going activity, review social media results compared to the plan, and make adjustments as required..

ONGOING

SOCIAL MEDIA PACKAGES SOLELY SOCIAL MEDIA

SOCIAL + BLOG

SOCIAL + BLOG + EMAIL

$1500

$2500

$3500

PER MONTH

Daily Post to Facebook

Daily Post to Instagram

Weekly Post to Pinterest

Management of SM PPC

Monthly Analytic Reports

Management and Upkeep of Social Media Content Calendar

Management and Upkeep of Social Media/ Blog Content Calendar

Weekly Blog Post

Weekly Blog Post 1 Member Email Communication & 2 Rooms/Resort Email Blasts Per Month

Wiith a one year Social + Blog + Email Package contract OneOrbit will provide one complimentary responsive landing page and one complimentary responsive email template.

ADDITIONAL SERVICES A LA CARTE OneOrbit is dedicated to helping clients with limited staff, time and/or budgets meet their needs by providing our professional, experienced team on an as-needed basis. `` Email Blast Templates starting at $1250 `` Email Blasts starting at $750 `` Blog Posts starting at $450 `` On-request Reporting starting at $250 `` Responsive Website starting at $15,000 `` Responsive Landing Pages starting at $1000 `` Print Media or Collateral $55 an hour

RUSH DEADLINES Work requested and delivered within 72 hours (not counting weekends), if feasible, will incur a fee equal to 25% of the total quoted price. Some concessions will be made if appropriate and if time allows. For items included in packages the following fees will apply. `` Email Blast $125 `` Blog Post $125 `` Reporting $100 - $250

UPDATES AND MODIFICATIONS For work that requires image changes or text changes, working from an existing template, rush fees apply as follows: `` 72 hours + $50 `` 48 hours +$75 `` Same Day +$200 or more.

Rush requests must be made by phone and followed up by email.

“

When I hear people debate the ROI of social media? It makes me remember why so many business fail. Most businesses are not playing the marathon. They’re playing the sprint. They’re not worried about lifetime value GARY VAYNERCHUK

TERMS & CONDITIONS TERMS

Once the project fee is paid in full to OneOrbit Creative Development, any elements of text, graphics, photos, contents, trademarks, or other artwork furnished to Garden of the Gods Club & Resort for inclusion in marketing efforts are owned by Garden of the Gods Club & Resort. Raw editable files are available for a 25% surcharge. OneOrbit Creative Development assumes Garden of the Gods Club & Resort has permission from the rightful owner to use any code, scripts, data, and reports provided by Garden of the Gods Club & Resort for inclusion in its materials, and will hold harmless, protect, and defend OneOrbit Creative Development from any claim or suit arising from the use of such work. OneOrbit Creative Development retains the right to display graphics and other web content elements as examples of their work in their portfolio and as content features in other projects. This agreement becomes effective only when signed by agents of Garden of the Gods Club & Resort and OneOrbit Creative Development. Regardless of the place of signing of this agreement, Garden of the Gods Club & Resort agrees that for purposes of venue, this contract was entered into in Colorado and any dispute will be litigated or arbitrated in Colorado. The agreement contained in this contract constitutes the sole agreement between Garden of the Gods Club & Resort and OneOrbit Creative Development regarding all items included in this agreement.

WORK PLACE DEFINITION

Project work will generally take place at the provider facilities, however the provider project manager will coordinate regular on-site visits on client premises for meetings, evaluations, observations, reviews, testing, and other project purposes as needed. The Provider will use standard text and graphic technologies to develop social media content (i.e. Microsoft Office Suite, Adobe Creative Suite).

PAYMENT

All invoices are due within 30 days unless otherwise stated in writing. Paid media, stock photography, email distribution and/or any other out of pocket expenses must be paid prior to purchase/deployment.

ESTIMATES + QUOTES

All estimates + quotes provided by OneOrbit for its clients are good for 30 days. Beyond that, all pricing is subject to change.

SCOPE OF SERVICE

OneOrbit Creative Development will assign a social media project manager to oversee the program strategies, creative development, and serve as a single point for program communication. The Provider project team may also consist of additional marketing specialists, content providers, and staff members who will contribute as the program requirements dictate. OneOrbit will ensure the following sustained activity takes place over the contracted period: `` Seven Facebook & Instagram actions per week `` One Pinterest action per week `` Monthly reporting `` Management of social media PPC campaigns `` One 200-400 word blog post per week. (Dependent on package selection) `` One member email communication & two rooms/resort email blasts per month. (Dependent on `` package selection)

CHANGES TO SCOPE

If the Client requests additional services not originally included in the scope of the consulting services agreement, these changes should be authorized in writing and signed by the Client (or at a minimum, documented through a client email note detailing and authorizing the change in scope of consulting services by the individual who signed the original consulting services agreement). Consider the same inclusions and exclusions when drafting changes to the original consulting services agreement.

DEPOSITS

Deposits are non-refundable, any balances are due upon approval of art-work.

CREDITS

In the event that a credit is granted to a client, that credit is good toward future work only and has no cash value (unless for some reason the client has made an initial over payment, at which time any over payments will be refunded to the client right away).

CANCELLATION Termination of monthly services requires a 30 day written notice. In the event that this agreement is cancelled or modified, the provider shall immediately be paid for any services performed.

KILLS FEES

Projects that are terminated at the clientâ&#x20AC;&#x2122;s request shall incur a fee of 30% of the remaining amount due and require 30 days notice. Notice: Deposits are Non-Refundable.

LATE FEES

All invoices are due within 30 days unless otherwise stated in writing. If no contract is drawn up, this publicly stated policy overrides any verbal agreement. Full payment and balances due that have not been received within 30 days, will be charged a 3.0% “delayed payment” fee. This initial 3.0% figure is then added upon each recurring 30 day period until the full amount is received.

OWNERSHIP & USAGE Once the project fee is paid in full to OneOrbit Creative Development, any elements of text, graphics, photos, contents, trademarks, or other artwork furnished to Garden of the Gods Club & Resort for inclusion in marketing efforts are owned by Garden of the Gods Club & Resort. Raw editable files are available for a 25% surcharge.

NO GUARANTEE As allowed by state law, no warranties or guaranties, express or implied, are made with respect to any services provided under this agreement, and any implied warranties for a particular purpose are expressly disclaimed.

FORCE MAJEURE

Provider shall not be responsible for any delay or failure of performance caused by fire or other casualty, labor dispute, government or military action, terrorism, inclement weather, Act of God, epidemics, act or omission of Client, or any other cause beyond Provider’s reasonable control. Provider’s compensation shall be equitably adjusted to compensate it for any additional cost it incurs due to any such delay.

LIMITATION OF REMEDIES

In the event of Provider’s liability, whether based on contract or tort (including but not limited to, negligence, strict liability or otherwise), Client’s sole and exclusive remedy will be limited to, at the Provider’s option, replacement or correction of any Services not in conformance with this Agreement or to the repayment of the portion of compensation paid by Client attributable to the nonconforming Services. The Provider will not be liable for any other damages, either special, direct, indirect, incidental, consequential or otherwise, and in no event shall the Consultant’s liability exceed the compensation for the nonconforming services.

SEVERABILITY

Any waiver by either party of any provision or condition of this Agreement shall not be construed or deemed to be a waiver of any other provision or condition of this Agreement nor a waiver of a subsequent breach of the same provision or condition, unless such waiver be so expressed in writing and signed by the party to be bound.

AMENDMENTS

No modification of or change in this Agreement, waiver of any of its provisions or additional provisions shall be valid or enforceable unless previously approved in writing by the parties to this Agreement or their duly authorized representatives in the form of an amendment to this Agreement duly signed by the parties hereto.

SETTLEMENT OF DISPUTES

In the event of any disputes, controversies, or claims between the Client and the Consultant relating to or arising out of any of the terms of this Agreement, the Client and the Consultant agree that they shall engage in the following three-stage dispute resolution procedure and will not institute or file any legal action or proceeding. The costs of all mediation and arbitration proceedings between the Client and the Consultant, if required pursuant to this three-stage resolution dispute procedure, shall be divided equally be-tween the Client and the Consultant, regardless of the results of such proceedings, or any allocation of fault or damages. Provision 1 – Direct Negotiation Any dispute, controversy or claim arising out of or relating to this Agreement, or the breach, termination or invalidity thereof, shall first be resolved through good faith direct negotiation by the Client and Consultant for 30 days to find conciliatory resolution to the dispute, controversy or claim. If direct negotiations fail to reach a conciliatory resolution, then the Client and Consultant agree to enter into non-binding mediation as described in Provision 2. Provision 2 – Non-binding Mediation The Client and Consultant agree that any dispute, controversy or claim arising out of or relating to this Agreement shall be submitted to non-binding mediation unless the Client and Consultant mutually agree otherwise. The selected mediation service will be agreed upon by the Client and Consultant and the selected mediation service’s rules and procedures will be followed. The Client and Consultant agree to negotiate in good faith during the mediation process to reach a settlement to the dispute, controversy or claim. If the Client and Consultant fail to reach a settlement during non-binding mediation, then Client and Consultant agree to enter into binding arbitration as described in Provision 3. Provision 3 – Binding Arbitration The Client and Consultant agree that any dispute, controversy or claim arising out of or relating to this Agreement that cannot be resolved or settled in accordance with Provisions 1 and 2 of this article shall be submitted to binding arbitration conducted in accordance with the Construction Industry Rules of the American Arbitration Association to the extent the dispute may relate to construction/re-mediation. Any other dispute, controversy or claim will be submitted to binding arbitration conducted in accordance with the American Arbitration Association rules (the “Rules”). Arbitration shall be held in Colorado Springs, Colorado, before a panel of at least one (1) arbitrator. Judgement upon the award rendered by the panel of arbitrators may be entered in any court having jurisdiction thereof or application may be made to such court for a judicial acceptance of the award and an order of enforcement, as the case may be.

ACCEPTANCE OF PROPOSAL Client: Garden of the Gods Club & Resort

Provider: OneOrbit

Address: 3320 Mesa Road â&#x20AC;˘ Colorado Springs, CO 80904

Project #: 7767-0815

Phone: (719) 632-5541

Proposal Date: August 13, 2015

DESCRIPTION OF SERVICES: Create a specific, targeted and strategic social media marketing plan with both short and long term goals. Monthly reporting and competitor analysis will be utilized to measure performance.

METHOD OF PAYMENT Check

Quarterly

Monthly

Annually

PROPOSAL AND TERMS OF SERVICES ACCEPTED BY COMPANY

Company Signature

Print Name/Title

Date

PROPOSAL AND TERMS OF SERVICES ACCEPTED BY CLIENT

Client Signature

Print Name/Title

Date

This proposal constitutes an offer by OneOrbit Creative Developement which may be accepted for a period of 30 days from the date of this proposal. If not accepted prior to the expiration of the 30-day period, this proposal shall be subject to revision, and shall not become binding in its present form. This offer may be accepted by signing a copy of this proposal and returning it to OneOrbit Creative Developement.

CLIENT / PROJECT Client: Garden of the Gods Club & Resort

Provider: OneOrbit

Address: 3320 Mesa Road • Colorado Springs, CO 80904

Project #: 7767-0815

Phone: (719) 632-5541

Proposal Date: August 13, 2015

Company’s Competition: Competitors

General Description/Specs: Description

Purpose: Purpose Budget: $$$ Others Involved: Who Has Client Ever Worked With Designer Before?: Description Client Expectations: List here

HEADING

CREATIVE DEVELOPMENT