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<br />4 <br />Facebook page. Promoted content will be a mix of long-form blog posts with itineraries <br />and things to do in the area, promoting insider tips or hidden gems of the area, <br />highlighting local events and holidays, and any other priority pieces of content that can <br />be amplified. <br />Paid SEM/Google AdWords <br />FH will manage monthly ad buys with Google to facilitate ongoing paid search and <br />keyword optimizations. Campaigns will focus on driving traffic for weddings, small <br />meetings, education and healthcare meetings. FH will report on the results of the <br />campaigns on a regular basis and make recommendations for spend, flight times and <br />keywords. The team will work off an annual expense budget for paid search of $85,000. <br />Group Travel/Meetings <br />FH will manage the annual CVENT subscription for meetings and group travel planners. <br />The team will also dedicate a large portion of the Google Adwords and digital <br />advertising budgets toward group travel and meetings keywords. <br />Influencers <br />The team will work to identify a core group of local and national influencers that can <br />serve as brand ambassadors for Chapel Hill/Orange County. This includes researching <br />and building a database of advocates based on their following, influence, and content <br />quality. From there, FH facilitates ongoing communications and negotiations with them <br />to build a customized influencer campaign. <br />Creative Refresh – Chapel Hill Next & Print Ad Production <br />Creative Refresh <br />In Q1 2019 FH will work closely with CHOC Visitor’s Bureau on a refresh of their current <br />brand. This includes a refreshed look and feel across all aspects of the brand including <br />social, web, print and any additional entities in which the CHOC brand is represented. <br />The team will deliver a focused, actionable and pragmatic brand strategy <br />recommendation in the form of a succinct framework that outlines the brand's vision, <br />mission, values, promise, proof points and personality moving forward with rationale. <br />This will also include updated branded materials, such as social media creative, banner <br />ad templates, updated social media profile images and cover photos, recommendations <br />for updates to website home page, and updated letterhead and business cards. <br />Print Ad Production <br />FH will create four ad templates that can be optimized for full page or half/quarter page <br />ads that will reflect the new brand creative direction in the form of color schemes, fonts <br />and/or logos. <br />Expense Breakdown <br /> <br />Meetings and Group Travel: Payment for CVENT subscription and Google AdWords <br />specifically targeted to group travel search terms. Please note the subscription increase <br />of 5% above 2018. <br />Display & Paid Search Payment to Google AdWords and display advertising to increase <br />brand awareness and website traffic. <br /> <br />13