Expected deliverables working in tandem with the Moab Office of Tourism Strategic planning ● Develop a strategic communications plan to distribute stories that can hook the following visitor types and interests: ○ Visitors who don’t participate in outdoor recreation but want to see the national and state parks as part of a larger roadtrip ○ Beginner and intermediate adventure enthusiasts who are interested in trying outdoor experiences through guided trips ○ Experienced adventure enthusiasts (mountain bikers, off-roaders, rock climbers, white water rafters) who bring their own gear and know-how ○ Visitors interested in specific cultural experiences, such as entertainment, arts, and culture; community art and music events; and cultural history and educational trips (including the science of the Colorado Plateau desert and the history of Moab as a mining/outlaw/cowboy/Western film hub) ○ People interested in “adventure” elopements and weddings ● Establish measurable KPIs utilizing the Barcelona Principles ○ Stay up to date with travel media trends and U.S. travel sentiment ● Establish regular meetings with the Moab Office of Tourism Media relations ● Identify target publications and journalists to support the media strategy ○ Create and maintain strong relationships with publications and journalists ● Target media meetings ○ Agency will coordinate media appointments for the Moab Office of Tourism with journalists in at least two targeted markets or media outlets Content creation and distribution ● Establish an editorial calendar ○ Coordinate and draft story pitches, keeping in mind the timelines of how and when our visitors plan trips, in collaboration with events or stories the Moab Office of Tourism would like to highlight ○ Write press releases and press materials related to timely events ○ Field and route media inquiries as required ● Collaborate content with current social media, newsletter, and ad distributions, ensuring that the office maintains a consistent voice and feel in its messaging ● In the event of a crisis, work with the Moab Office of Tourism in managing media inquiries and communications (examples include when Moab was flooded during a monsoon-season weather event) Reporting ● Track and report coverage and project goals, compiling quarterly reports for the Moab Office of Tourism and its Advisory Board
