COM 225 Communication Plan Template

Use this template to draft your communication plan. This is a useful tool to help you organize your thoughts prior to submitting your milestones and course project. However, you do not need to submit this template for either of your milestones or your course project.

Section

Prompt

Response

Data and Information Collection

Evaluate the accuracy, credibility, and validity of the demographic information.

Determine whether the data collection meets federal laws and regulations.

Suggest any additional research techniques that would have benefited the collection of information to best target an audience.

Analyzing Audience Data

Describe the intended audience and specify important demographic information.

Identify the current communication strategies being used to reach audiences.

Determine whether or not these current strategies are appropriate for the target audience, and use audience information to support your response.

Recommending Effective Delivery Strategies

Identify key considerations that are needed to create an effective message for the intended audience.

Recommend adaptations to the message that would effectively target the intended audience.

Provide a rationale for your suggested adaptations, and use audience information to support your response.

Explain how current delivery methods could be improved to better reach the target audiences.

Recommend new delivery methods for each of your target audiences.

Describe potential issues that may arise when the targeted message is delivered.

Identify ways the targeted messages may reach unintended audiences.

Explain why these considerations are important, and use audience information to support your response.

Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf

Laurie Armstrong Director, Media Relations – US & Canada 415.227.2615 [email protected] Elisabeth Wieselthaler-Toelly Director, Media Relations – International 415.227.2603 [email protected]

FOR IMMEDIATE RELEASE

San Francisco Fact Sheet Latest data available from the San Francisco Travel Association, California Department of Finance, www.sfgov.org and various industry sources; see final page for annotated resources. Visitor Spending

Visitor Spending

Total visitors and convention participants (2016) 1 25.2 million

Visitors in San Francisco per day (2016) 1 68,998

Visitor spending in San Francisco per day (2016) 1 $24.5 million

Total tourism direct spending (2016) 1 $8.9 billion

Average daily expenditure for all visitors 1 $356.45

Visitor Spending per San Francisco household (2016) 1 $10,667

Number of convention delegates staying in

hotels/motels (2016) 1

2.6 Million

Total Convention Attendee Spending (2016) 1 $1.2 billion

Total Exhibitor Spending (2016) 1 $656 million

Total Meeting Planner/Hosting Spending (2016) 1 $42 million

Convention and meetings related spending (2016) 1 $1.9 billion

Average expenditure per convention delegate per day

(2016) 1

$492.65

Average length of stay per convention delegate 2 4.1

Average daily expenditure per general visitor staying in

hotels/motels 2

$298.03

Top six producing domestic metropolitan statistical

areas (2015) 3

Los Angeles, CA San Francisco-Oakland-San Jose, CA Sacramento – Stockton – Modesto, CA New York, NY San Diego, CA Washington, DC

Average daily room rate (2016) 4 $252.92

Hotel occupancy (2016) 4 85.5%

Room demand (2016) 4 10.5 million

Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf

Visitor Spending

Transient room demand (2016) 4 7.4 million

Total group room demand (2016) 4 2.6 million

Moscone group room nights (2016) 22

(Group nights typically average one million room nights annually; the group room nights stated are a temporary decrease and due to Moscone Expansion.)

861,000

Self-Contained group room nights (2016) 4 1.7 million

Top five producing international markets 5

Mexico China United Kingdom Canada Germany

Top reasons for visiting San Francisco 2 Atmosphere and ambiance

Friends and family in area Scenic beauty Restaurants and cuisine

Leading attractions visited 2

Pier 39 Golden Gate Bridge Golden Gate Park Ferry Building

Leading activities 2 Dine in restaurants

Shopping Visit a park Visit friends and family

Leading neighborhoods visited 2 Union Square

Fisherman’s Wharf Embarcadero Chinatown

Purpose of visit 2

85.6% Leisure/Vacation 7.1% Business Travel 7.2% Meeting/ Convention

Visitor Profile2 For detailed profiles on hotel guests, VFR (visiting friends and relatives) and international travelers contact San Francisco Travel Association Media Relations Department; the information below is a compilation of all visitor categories:

Visitor Profile

Average Age 40.1

Average Annual Household Income $94,637

Average Length of Stay in City 2.5 Nights

Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf

Visitor Profile

First Time Visitors 24.4%

Gender Female 51.2% Male 45% Prefer not to answer 3.7%

Population7

City of San Francisco 864,816

Major ethnic groups (2016): White 40.8% Asian 34.5% Hispanic Origin 15.3% African American (Black) 5.0% Multiracial 3.5% American Indian 0.1% Pacific Islander 0.4% Other Races 0.4%

Population of the nine Greater Bay Area counties: Alameda (1,647,704) Contra Costa (1,135,127) Marin (260,651) Napa (142,166) San Francisco (870,887) San Mateo (764,797) Santa Clara (1,979,402) Solano (440,207) Sonoma (503,070)

Total Bay Area population 7,684,011

Weather The weather in San Francisco is mild year-round with temperatures seldom rising above 70 degrees (21 degrees C) or falling below 40 degrees (5 degrees C). Daily Mean Temperature (F/C)

Month Maximum Minimum Rainfall (Inches/cm)

January 56.0/13.4 46.2/7.9 4.48/11.38 February 59.4/15.2 48.4/9.1 2.83/7.18 March 60.0/15.6 48.6/9.1 2.58/6.55 April 61.1/16.2 49.2/9.6 1.48/3.76 May 62.5/16.9 50.7/10.4 0.35/0.89

June 64.3/17.9 52.5/11.4 0.15/0.38

Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf

Month Maximum Minimum Rainfall (Inches/cm)

July 64.0/17.8 53.1/11.7 0.04/0.10

August 65.0/18.3 54.2/12.3 0.08/0.20

September 68.9/20.5 55.8/13.2 0.24/0.61

October 68.3/20.2 54.8/12.7 1.09/2.77 November 62.9/17.2 51.5/10.8 2.49/6.33 December 56.9/13.8 47.2/8.5 3.52/8.94 Annual Average 62.5/16.9 51.0/10.6 19.33/49.10

History and Geography

Total area in square miles in the city of San Francisco 47.335 miles

Miles of shoreline 8 29.5 miles

Miles of waterfront 8 7.5 miles

Number of piers 39

Square miles in San Francisco Bay and Delta 9 Ranges from 400 to 1,600

miles

Fog signals around the San Francisco Bay 9 32 signals

Total square miles in Golden Gate National Recreation Area (GGNRA)9

82,791 acres

Miles of San Francisco streets 10

1,088 miles

Recreation and Park Facilities

Recreational and open space within San Francisco 3,400 acres

Marina slips 671

Neighborhood parks 220

Playgrounds and play areas 179

High-rises (eight stories and above) 13

766

Buildings designated historical landmarks (since 1967) 13

266 buildings

Historic districts (Alamo Square, Blackstone Court, Bush Street Cottage Row, Civic Center, Dogpatch, Jackson Square, Liberty- Hill, Market Street Masonry, Northeast Waterfront, South End, Telegraph Hill, and Webster St.)13

12 total

Lodging

Hotel rooms available 4 33,793 rooms

Number of hotels 4 218 hotels

Adapted from https://www.sftravel.com/sites/sftraveldev.prod.acquia- sites.com/files/San%20Francisco%20Fact%20Sheet%202017.pdf

Transportation

Average number of commuters daily 13

431,859

Total number of licensed taxis permits (medallions as of 2016) 11

1,967

Yearly cable car riders (2016) 11

5,800,000

Cable cars 44 cars

Historic streetcars 45 cars

Route miles of cable car track 8.8 miles

Speed of cable car per mile 9.5 mph

Sources

1. Total Tourism Direct Spending (2016), San Francisco Travel Association in conjunction with Tourism Economics and Destination Analysts

2. 2014, San Francisco Travel Association/Destination Analysts “Findings, Final Report: San Francisco Visitor Profile Research” 2017 Visitor Profile Study is in the field with results being available in 2018.

3. 2015; Longwoods International, “San Francisco 2015 Visitor Study” 4. STR; YTD Performance for City and County of San Francisco 5. Global Travel City Database, January 2017, Tourism Economics 6. OAG Flight schedule and seat capacity; August 2016 (next is August 2017) 7. U.S. Census Bureau American Community Survey http://factfinder2.census.gov and California Department of

Finance 8. City and County of San Francisco, Port of San Francisco 9. U.S. Army Corps of Engineers 10. Golden Gate National Recreation Area 11. City and County of San Francisco, San Francisco Municipal Transportation Agency 12. City and County of San Francisco, Recreation and Park Department 13. City and County of San Francisco, Planning Department 14. MTC-ABAG Library, www.mtc.ca.gov; includes within city as well as nearby locations 15. City and County of San Francisco, San Francisco International Airport, www.flysfo.com 16. Bay Area Toll Authority, http://bata.mtc.ca.gov/bridges/sf-oak-bay.htm 17. Golden Gate Bridge, Highway & Transportation District,

http://goldengate.org/organization/annualreports.php 18. City and County of San Francisco, Department of Public Health, Environmental Health Section (MIS); number

changes daily. 19. Grants for the Arts and San Francisco Travel Association 20. San Francisco Business Times, 2017 Book of Lists “Bay Area Largest Public Companies” Based on FY 2015

Revenue. 21. City and County of San Francisco, Office of the Mayor 22. USI, CRM San Francisco Travel Association

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