Appendix_A_Marketing_Policy.pdf

RESPONSIBILITIES

What Primary

Responsible Party(ies)

Other Agency(ies) Involvement

Event planning and execution, including securing vendors

Pier Events ● All agencies to coordinate as needed

Asset creation (event logo, graphics, flyers, etc.)

Pier Events ● Pier Marketing to provide input from a brand standards perspective

● City of St. Petersburg to provide final approval on all assets Public relations coordination / outreach

Pier Marketing ● Pier Events to supply event in

● Pier Marketing to draft and distribute releases

● City of St. Petersburg to approve releases, etc.

● Interviews/segments

● Pier Marekting to coordinate with media and share opportunities with Pier Events & City team

Social influencer and media outreach and coordination

● Usage of influencer/media events to be determined per event:

○ Pier Events to inform Paradise of any media events and any restrictions (such and # of influencers/media event can accommodate)

○ Pier Events to provide details on event logistics (such as verification, check-in procedures if applicable, etc.);

Paradise to communicate details with influencers

○ Pier Marketing/City of St. Petersburg to coordinate on access logistics (such as parking) as applicable

○ City of St. Petersburg to be made aware of influencers/media to be invited

Organic promotion (including organic social media posts, email marketing, etc.)

Pier Marketing ● Pier Events to supply event info

● City of St. Petersburg to approve content

Facebook Events & Stories Pier Events ● Pier Events to create Facebook event header image using branded template provided

● City of St. Petersburg to approve content

● Pier Events to create Facebook event from official St. Pete Pier

Facebook page

● Pier Events to post on stories day-of to document events

● Event cancellation - see page 4

Paid media promotion (including paid social)

Pier Events ● Pier events to incorporate into their promotion plan/budgets accordingly

○ Paid social to be ran through official St. Pete Pier channels

Pier Marketing

Website - adding event to calendar

Pier Events ● City of St. Petersburg to approve event post language

● Once functionality is active, Pier Events to approve third-party event calendar submissions (not active as of 12/8/2023)

Event microsites/landing pages

Pier Events ● Pier Events to create microsites/landing pages

● The signature events to live on a new, permanent signature events page, to be produced by Paradise

● City of St. Petersburg to approve landing page creative/content

EVENT TYPES

1. Signature Events Annual events created and produced by Pier Events, LLC that are meant to be signature St. Pete Pier annual events. These events fit into the overall events strategy at the Pier. Can be free or ticketed.

List of Signature Events:

● Pickleball on the Pier (Jan-March)

● Rockin Roller Rink (Feb)

● Sunshine City Smoke Out (Feb)

● Spring Festival, includes Easter Egg Hunt (April)

● The Fourth (July 4)

● Tampa Bay Ice Cream Festival (July)

● Piertober Fest (Oct)

● Fall Festival (Oct)

● Pumpkin Patch (Oct)

● Beer at the Pier (Nov)

● NYE at the Pier (Dec)

● Putt the Pier (December)

Promotional Elements

● Branding Package

● Social

○ St. Pete Pier owned Facebook event

○ Organic social promotion

■ 2-3 promotional posts. “Collaboration Post” is to be determined per event and promotion plan.

■ One (1) recap post posted the week after (dependant on available photography)

■ Inclusion in Monthly Instagram story (that can be a feature story) of ‘what’s happening at the Pier’ to overview events.

■ Onsite Story Coverage Provided by Pier Events LLC

● Public Relations

○ Press release draft/announcement

○ Media alert draft/announcement

○ On-going monthly events pitching

● Web/Digital

○ Event Calendar Listing

○ Inclusion in Main Signature Event Page

○ Signature Event Microsite

○ Monthly E-Newsletter

2. Concerts at the St. Pete Pier The team has a vested interest in positioning the Pier the best waterfront concert venues in Tampa Bay. All concerts at the Pier will have promoters and agents for artists – so this is their own separate categorization.

Examples:

● Rise Up St. Pete Concert Series

Promotional Elements

● Social

○ Promoter-owned Facebook event with St. Pete Pier channels added as co-host

○ Organic social promotion

■ For Series: Announcement Post, One (1) Post Promoting Singular Events, Collaborative Post to be determined case by case (1) Post Recapping Shows *dependant on the availability of assets and creative

■ For Singular: 2 - 3 promotional posts, Collaborative Post to be determined case by case.

■ Inclusion in the monthly Instagram story (that can be a feature story) of ‘what’s happening at the Pier’ to overview events.

■ Onsite Story Coverage Provided by Pier Events LLC

● Public Relations

○ Media relations and press release collaboration with promoter

○ Spokesperson identified

● Web/Digital

○ Event Calendar Listing

○ Monthly E-Newsletter

3. Monthly Programming Events that take place on a regular basis on the Pier. Typically free to the public. Some are considered seasonal.

Examples:

● F45

● Yoga

● Latin Classes

Promotional Elements

● Social

○ St. Pete Pier owned recurring Facebook event

○ Organic social promotion

■ Inclusion in Monthly recap post

■ 1 - 2 promotional post about individual events *depending on the event and the assets available.

■ Inclusion in Monthly Instagram story (that can be a feature story) of ‘what’s happening at the Pier’ to overview events.

● Public Relations

○ Media alert draft/ announcement depending on event

○ On-going monthly events pitching to local/ regional media

● Web/Digital

○ Event Calendar Listing

○ Monthly E-Newsletter

4. Co-sponsored Events Events that go through the City’s co-sponsored event process, that are put on by third-party organizations that the Pier Events team helps provide logistical support.

Examples:

● P1 Powerboat Race

● Derby Party

● Italian Festival

5. Third-Party Events Events that do not have to go through the City’s co-sponsored event process but have a use agreement at the Pier and the Pier Events team still helps provide logistical support.

Examples:

● Hammock Hangout

● Reggae Rise Up Yoga

● Tacos and Tequila

Promotional Elements

● Social

○ Organic social promotion

■ 1 promotional post

● Public Relations

○ No public relations efforts from Pier Events or Paradise

● Web/Digital

○ Add to Pier website event calendar via the ‘Suggest an Event’ function

6. Private Events Events that are not open to the public.

Examples:

● Weddings

● Corporate Functions

Promotional Elements

● No communications / marketing needs necessary

TIMELINE

Signature Events Final information for signature events should be shared at least 6 weeks in advance to allow time for the event promotion plan to be developed and successfully executed for best results. A kickoff meeting and/or subsequent follow-up meeting(s) may be scheduled if needed.

● Pier Events to complete the Event Brief and provide to Paradise 6 weeks before the event, or as soon as an event is approved, copying the City of St. Petersburg.

● Paradise to receive an event brief and create an event promotion plan, detailing tactics across PR, social, paid media, content creation/promotion, etc.

● Paradise to send to the City of St. Petersburg and Pier Events LLC for review/feedback.

● Paradise to implement the event promotion plan.

EVENT CANCELLATION OR CHANGE

If a non-third-party event is canceled (or changed) at the last minute (within two days of event -day of event), the below process should be followed.

● Pier Events LLC to post cancellations or other updates in real-time on the following platforms (see language below):

○ IG Stories

○ Facebook in-feed post on the St. Pete Pier’s Facebook page

○ Post on the applicable Facebook event

○ If possible, update of the stpetepier.org calendar event

● Pier Events LLC to monitor and respond to comments on both Instagram and Facebook in real-time.

● If Pier Events LLC is unable to make updates in real-time, Pier Events LLC to contact the Paradise team (Joanna Wilbee-Amis) via text or phone.

Suggested Language The following templates should be customized to each given circumstance/situation for any and all event cancellations or changes to provide further information to event attendees.

Full Cancellation (on or before the scheduled event starts):

Due to [weather/ emergency situation/ outside influences] we are canceling the [event name] taking place [date/ location/ time]. We apologize for any inconvenience this may cause. For [refund (if applicable)/ additional information] please visit, [insert landing page here].

Canceling Event (day of, closing early, not hosting day 2 of event):

Due to [weather/ emergency situation/ outside influences] we are [canceling/ending the event early] the [event name] taking place [date/ location] at [time—if ending early, state time of closing]. We apologize for any inconvenience this may cause. For [refund (if applicable)/ additional information] please visit, [insert landing page here].

Updating or Moving Event Due to [weather/ emergency situation/ outside influences] we are updating the [event name] originally taking place [date/ location/ time]. The [event name] will now take place [date/ location/ time]. We apologize for any inconvenience this may cause. For additional information please visit, [insert landing page here].