Appendix 2 – Office of Cultural Affairs Marketing & Communications Plan Introduction ~ The basic goals of this plan are to build awareness of and engagement with the Town of Hilton Head Island’s art, culture, history, and entertainment assets. The plan will have two objectives: 1. To reach residents and second homeowners to engage with the vast array of assets on the island; and 2. To attract tourists and guests with an interest in culture and heritage tourism. The long term goal is to achieve the Town’s vision for Hilton Head Island to be recognized as an arts and cultural destination. Hilton Head Island Office of Cultural AffairsOCA_3c5e5d2c-7f58-11e9-b6fe-70c3c9ea33c1StakeholdersTARGET AUDIENCESHilton Head IslandThe population of Hilton Head Island is close to 40,000, while more than 2.8 million visitors arrive annually and thousands of workers commute onto and off the island daily.BlufftonBluffton and surrounding areas are growing rapidly, all of which means the potential for larger audiences for artists and arts organizations on Hilton Head Island.ResidentsFull- and part-time residents ~ Our primary audience, especially over the next year, will be full-time and part-time residents. There is a strong core of vocal supporters of the arts, and additional residents can be accessed through POAs and partnerships with civic organizations.Diverse AudiencesGullah CommunityThe story of Hilton Head Island can’t be told without the rich heritage of its Gullah community – including Mitchelville – taking center stage. Every effort should be made not only to celebrate that story from the past, but to engage and support cultural activities of today’s Gullah population.Lantinx CommunityAdditionally, Hilton Head’s largest minority population, the Lantinx community, will wield increasing influence in the years to come, and it should be a priority for the Office of Cultural Affairs to engage and embrace them through the arts.VisitorsAs we know from great data provided by the Hilton Head Island/Bluffton Chamber of Commerce, the Hilton Head Island visitor is an affluent traveler and the decision makers skew female. In data provided in the 2017 Tourism Summit hosted by the Hilton Head Island/Bluffton Chamber of Commerce, consultants Destination Analysts determined the Hilton Head visitor to be: 1. A more intense planner; 2. More connected while traveling; and 3. Explorers who value arts and culture. The Office of Cultural Affairs will look to engage messaging around arts and culture that piques the interest of the Hilton Head Island visitor. Arts OrganizationsArts and Culture Organizations and Artists ~ With nearly 70 such entities on the island, the vast majority of which operate at an extremely high level, we must provide a clarion call, rallying point and hub for artists, musicians and event makers on Hilton Head Island. Most communities spend great time and money trying to attract the types of and quality of artist and cultural organization that we already have on the island. Now let’s work to support this community so that they continue to grow. It would be a great loss for the island if any of our high level organizations chose to relocate to another town or area.Culture OrganizationsArtistsRecognition for Hilton Head Island as a vibrant and distinctive destination known for its unique arts and culture assets that serve a diverse community and create a richer quality of life._8615eda6-6027-11ec-b60e-bc6f0783ea00To promote and support Hilton Head Island as a vibrant arts and cultural destination that enriches our diverse community _8615eed2-6027-11ec-b60e-bc6f0783ea00ArtA community that celebrates and supports its artists and culture organizationsCultureSense of PlaceHilton Head Island’s unique sense of placeAccessibilityAccessibility to and awareness of cultural assetsAwarenessLearningLife-long cultural learningDiversityDiversity and inclusionInclusionHistoryThe contributions of the Gullah community and its rich local historyNatural ResourcesThe environment and natural resourcesCollaborationCollaboration between cultural assets and other community interests AccessImproving access to on-island cultural offerings via a dedicated web presence, social media, and community outreach_8615efae-6027-11ec-b60e-bc6f0783ea001_8615f080-6027-11ec-b60e-bc6f0783ea00Education & EngagementEducate and engage residents and visitors regarding cultural offerings to encourage support and participation_8615f148-6027-11ec-b60e-bc6f0783ea002Residents of HHIVisitors to HHIWebsiteProvide a one-stop shop for information about arts and culture on the island_8615f210-6027-11ec-b60e-bc6f0783ea00Tactic 2.1Culture HHI Website and Newsletter ~ The new Culture HHI webpage will be a comprehensive one-stop shop for arts and culture on the island. Artists and Cultural Organizations will each have a landing page networking back to their own web and social media presence and a full calendar of arts and culture events will be maintained. Additionally, we will be focusing energy on telling the story through our blog articles, creating unique “behind the scenes” and “meet the artists” editorial style entries that will also be used to feed content to our e-news.E-NewsletterIssue a bi-weekly enewsletter_8615f2d8-6027-11ec-b60e-bc6f0783ea00Tactic 2.2Our bi-weekly enewsletter will be content driven and promote engagement between our readers and events occurring on the island. Content will be targeted by interest groups that subscribers will opt into. MediaBuild awareness of arts and culture on Hilton Head Island_8615f3a0-6027-11ec-b60e-bc6f0783ea00Tactic 2.3EditorsThe year will include ongoing media relations with key editors, journalists, influencers and publishers to target press pitches for their respective interests, locations, and audiences. JournalistsInfluencersPublishersDirector of CommunicationsThis will be executed in partnership between the Office of Cultural Affairs and the Town’s new Director of Communications to keep important outlets apprised of news, human interest stories, and featured arts and culture events.Local Media MarketsFor the local market, targets will include the Island Packet, Hilton Head Monthly, Local Life, CH2/CB2, WSAV, WHHI, GPB, WJWJ, and partnerships with the SC Arts Commission.Island PacketHilton Head MonthlyLocal LifeCH2/CB2WSAVWHHIGPBWJWJSC Arts CommissionDrive-Time Media MarketsDrive time markets will include Columbia, Charleston, Greenville, Charlotte, Atlanta, Jacksonville, Augusta, and Asheville to start. Analysis after the first year by tracking ink in regional publications and radio coverage will determine where to invest time in subsequent years.ColumbiaCharlestonGreenvilleCharlotteAtlantaJacksonvilleAugustaAshevillePaid MediaWith limited financial resources for media buys, the Office of Cultural Affairs must rely heavily on earned media/public relations to build awareness of arts and culture on Hilton Head Island, but occasionally purchased media may be necessary to get the message out. Print MediaIn larger communities, print media no longer carries the same weight it once did, but the Hilton Head community subscribes to the local newspaper at a higher rate than larger communities with 46% of island households subscribing to the print edition of the newspaper. In addition to the Island Packet or other local magazines, program ads in local arts event programs will be added when the affordability and opportunities arise. Digital MediaDigital would be the best paid channel to use in drive time markets due to the higher frequency of engagement, the greater ability to target, and the ability to track success. Earned Media ~ With limited media buying resources, the Office of Cultural Affairs must rely heavily depend on earned media/public relations to build awareness of arts and culture on Hilton Head Island. This will be a two-pronged effort: • the local market; and • drive time markets. ^ Similar to our social content initiatives, our media efforts will be viewed both on a standalone basis and holistically, as a key layer to the overall marketing mix.Earned MediaTrack impressions from third party media_8615f472-6027-11ec-b60e-bc6f0783ea00Tactic 2.3.1Tracking impressions from third party media mentions, publication of articles, or appearances on television or radio will be our most basic measurement. Organic and referral traffic to the Office of Cultural Affairs website and social media channels through media inclusion will be the strongest measurements available to the success of the media placement.Paid MediaDetermine paid media analytics_8615f558-6027-11ec-b60e-bc6f0783ea00Tactic 2.3.2Paid media analytics will be determined as we explore outlets for paid advertisements. Print vs. digital and local vs. out markets will determine the metrics that we will be looking for. Grassroots/CommunityLeverage word-of-mouth marketing_8615f648-6027-11ec-b60e-bc6f0783ea00Tactic 2.4Grassroots Marketing/Community Engagement ~ The local Hilton Head Island community is motivated by word of mouth marketing. Buzz can be created by layering the social media and e-communications efforts with paid and earned media and then paired with grassroots efforts. How we position our message by targeting events, civic organizations, and residential communities is an important tactic in reaching the local community. | Grassroots Metrics ~ Grassroots initiatives are critical to engage the local community in a cost effective manner, but can be a little more difficult to track. Grassroots tactics will be evaluated on a case by case basis, but also as a part of the overall marketing plan. Each touch point with the community should help reach goals in other areas particularly social/e-marketing goals.PartnershipsBuild community partnerships_8615f72e-6027-11ec-b60e-bc6f0783ea00Tactic 2.5Local Civic PartnersLocal Religious PartnersLocal Business PartnersBuilding strong community partnerships with local civic, religious, and business partners is key to getting the message out within the local community. E-news and social media trades with local businesses, presentations at meetings for civic organizations and business associations, newsletter articles for POAs and local business associations, developing relationships with the local concierges and restaurants to spread the message to island guests. | Partnerships Metrics ~ tracking click through rates and referral traffic to the Office of Cultural Affairs website and social channels will determine the success of POA and business newsletter and social inclusion. Visibility gained through presentations, either ours or others during webinars, events, conferences, or meetings is invaluable.Street TeamBe present at local events with a team of trained volunteers_8615f882-6027-11ec-b60e-bc6f0783ea00Tactic 2.6VolunteersBeing present at events is a great way to target specific interest groups and demographics. We will have a presence at local events with a team of trained volunteers. Volunteers will have marketing materials to distribute at local festivals, community events, and arts events across the island throughout the year. In addition to messaging the work of the Office of Cultural Affairs and promoting art and culture activity on the island, the street team volunteers will also be encouraging mailing list sign-up to encourage engagement with other communication efforts and proactively work to reach enews goals. Volunteer Office of Cultural Affairs docents or ambassadors will also have a presence at art and culture events specifically to augment the customer service aspect of the experience. | Street Team Metrics ~ Individual engagement will be tracked by mailing list sign-ups, collateral distributed, and feedback received by event producers. CreativityInclude our brand and message in the community in creative ways_8615f97c-6027-11ec-b60e-bc6f0783ea00Tactic 2.7Getting Creative ~ The greatest asset that artists have is the ability to get creative. Including our brand and message in the community in creative ways can build impressions, create awareness, and drive traffic to our online outlets. Examples of these tactics could include: Culture HHI branding of businesses where arts happen with window sticker designation; coasters at restaurants and bars directing traffic to culturehhi.org; pop-up performances in public spaces on the island or at events; community engagement events to create art as a group. The opportunities are truly endless.PartnershipBuild a partnership with the Chamber of Commerce and Vacation and Convention Bureau to incorporate additional art and culture messaging in their overall marketing of the island_8615fa76-6027-11ec-b60e-bc6f0783ea003_8615fb84-6027-11ec-b60e-bc6f0783ea00Social ChannelIncrease social channel following and web traffic by 10%_8615fc92-6027-11ec-b60e-bc6f0783ea004Pay for PlayPlan for a paid social program to support content created for e-promotions_8615fd8c-6027-11ec-b60e-bc6f0783ea00Tactic 4.1Social Media PlatformsOrganic reach via social media platforms is limited due to shifts in the algorithm that is set-up to reward paid support on Facebook and Instagram. FacebookFacebook is our most active channel. The plan is to incorporate original content with a focus on incorporating Facebook Live video at cultural events and offering “behind the scenes” coverage, sharing and enhancing partner-generated content shared by artists and organizations in the cultural community, co-op partnerships and events, and targeted page promotions to both a local audience and drive-time markets. InstagramThe primary focus will be sharing event based images and video from cultural events on the island through Instagram stories and Instagram Live video. Secondary will be identifying influencers in the market to incorporate the #culturehhi into their posts. To stay relevant, CultureHHI has planned for a paid social program to support content created for e-promotions. Our social campaigns prioritize driving traffic back to the CultureHHI.org website, along with growing our audience, engagement, and event attendance at Island arts and culture events.ArticlesDistribute articles_86160048-6027-11ec-b60e-bc6f0783ea00Tactic 4.2Social Tactics ~ Social’s primary role will continue to be the distribution of our articles. To keep things fresh, to drive engagement, and to try new things, we will also implement:Local ContentLeverage the voices of local influencers to create video content and write blog posts to ensure a uniquely “Hilton Head Island” voice and expand our reach._861601d8-6027-11ec-b60e-bc6f0783ea00Tactic 4.3InterviewsFacebook Live and Instagram Story interviews_861605b6-6027-11ec-b60e-bc6f0783ea00Tactic 4.4Swampfire RecordsIsland School Council for the ArtsHilton Head Island SchoolsAlready scheduled are Public Art Pop-Up Performances by Swampfire Records artists in August and September to promote the upcoming Public Art Exhibit; Public Art Exhibit Artist Installation coverage; Arts Education partnerships to cover Island School Council for the Arts programming with Hilton Head Island schools.Interests & ResponsesTrack interest and response rates_86160818-6027-11ec-b60e-bc6f0783ea00Tactic 4.5Other content and engagement tactics will be determined as we are able to track interest and response rates while we grow the audience and learn trends.Social MetricsDrive conversions for our partners and exposure for the destination_861609f8-6027-11ec-b60e-bc6f0783ea00Tactic 4.6It’s critical that all online marketing that is deployed to drive exposure for Hilton Head Island is based on driving conversions for its partners, and exposure for the destination. Social content initiatives will be viewed both on its own and holistically, as each strategy should work together to achieve overall digital marketing goals.E-NewsContinuously improve campaign performance_86160b1a-6027-11ec-b60e-bc6f0783ea00Tactic 4.6.1Tracking open rates and click through rates, and continuously improving campaign performance over time by tweaking content and timing. The growth of the list size will also be tracked and we will look to increase the list by 10% each year.Social ChannelsTrack social media activity_86160c50-6027-11ec-b60e-bc6f0783ea00Tactic 4.6.2Individual posts will be tracked based on engagement (Likes, Shares, Comments) and by tracking traffic driven to the Culture HHI website. Tracking trends around these metrics will help determine the best way to adjust content and increase conversions throughout the year. Additionally, Page Likes and Follows will be tracked and we will develop content based on analysis of engagement levels.Websites & Social MediaTrack and analyze website traffic and social media posts_86160d68-6027-11ec-b60e-bc6f0783ea00Tactic 4.6.3Analytics tracking traffic to the Culture HHI website and from the Culture HHI website to other arts and culture websites and social media posts will be tracked to measure engagement. Shoulder SeasonSee an expansion of the shoulder season (heads in beds) that can be linked to strategically produced arts and culture events_86160e8a-6027-11ec-b60e-bc6f0783ea005_86160fc0-6027-11ec-b60e-bc6f0783ea00Messaging & BrandingDevelop brand and message for the Office of Cultural Affairs and community that it supports_861610e2-6027-11ec-b60e-bc6f0783ea006Social Media/E-marketingInfuse #culturehhi across all social media posts. _86161204-6027-11ec-b60e-bc6f0783ea00Tactic 6.1Rawle MurdyIn 2017, marketing consultants hired by the Town to support the arts and culture recommendations, Rawle Murdy, established the Experience Hilton Head Facebook page.FacebookHilton Head Island/Bluffton Chamber of CommerceAs a Facebook page with the same name was already established by a local web-zine and the Hilton Head Island/Bluffton Chamber of Commerce hosts a member support page, Signature Experiences, it was decided to change the Office of Cultural Affairs Facebook page name to CultureHHI to be consistent across all branding mediums.InstagramAdditionally, an Instagram account was also established in late FY18, @Culture_HHI and the #culturehhi has been infused across all social media posts. GrantsResearch and grow foundation and corporate grant support to grow Office if Cultural Affairs initiatives _8616133a-6027-11ec-b60e-bc6f0783ea007FoundationsCorporations_86161466-6027-11ec-b60e-bc6f0783ea002021-12-072024-12-312021-12-17https://www.hiltonheadislandsc.gov/plans/OCAStrategicPlan.pdfOwenAmburOwen.Ambur@verizon.net