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The New Rules of Marketing and PR
by Bruce Lewis, Lewis & Summers PR Chamber Media Relations Manager Twitter.com/MendoFunGuy, Facebook.com/BruceLewis, http://www.prwebsite.com “Social networking” continues to spread like a virus. Blogging, “Facebook”ing, “Tweet”ing, “MySpace”ing, “Digg”ing, and “Social City”ing, “Flickr”ing are like an unshakable flu bug -- with us 24/7. How can this virus — as in “viral marketing” — be spread to generate contributions for your nonprofit, tourists for your region or customers for your products and services? Remember the ghostly voice in the movie Field of Dreams: “Build it and they will come?” That’s the thrust of David Meerman Scott’s 2nd edition (2010) of the New Rules of Marketing and PR. His book and blog are filled examples of how this phenomenon works What Exactly Do You “build” to Make Them Come? Meerman-Scott’s answer: • Create a website, blog and social networking sites loaded with rich, linked content (press releases, education material, photos, podcasts, video) that helps your visitors/customers/donors solve a problem. • Promote your site through social networking (tell your friends and colleagues) • If your website visitors get useful information from your site, then they will return often and you can nudge them into the sales/ donor cycle. Ambassadors Vicky Watts & Jamie Peters assist David • No blatant commercials necessary (al- Foucheaux & Doug Moody of North Coast Brewing, with the though traditional radio and print media can Ribbon Cutting for the new Brewery Store. Also on hand were, Board Chair Sam Kraynek of Thanksgiving Coffee, help drive the process). A Media Relations Case in Point The days of flying a CEO across country or going to a trade show at a cost of thousands of dollars to promote a cause – like I did five years ago for a global technology trade association – have gone the way of the dinosaur in this New Media Era. They are expensive and generate a low return on investment. Now, I follow the editors on Facebook or Twitter, comment on their blogs and they find me, my story ideas and my press releases. Remember: fill your website with rich (useful) content, invite people to your site through social networking and they will come. The New Rules of Marketing and PR have changed promotion forever and the virus is spreading.
and Ambassadors Ray Alarcon & Marilyn Wagner.
From the Desk of...Debra De Graw, CEO
Page 2 • April 2010
n an effort to help inspire a positive message during difficult economic times, the Mendocino Coast Chamber of Commerce is partnering with the City of Fort Bragg and Fort Bragg Promotion Committee, the West Company, the Mendocino Coast Economic Outlook Committee, Mendo Lake Credit Union and Sport Chrysler Jeep Dodge in presenting the 3/50 project. Founder and speaker Cinda Baxter, has just committed to a Northern California speaking tour and will be coming to Fort Bragg in June. Baxter is a retail consultant and professional speaker (Always Upward) whose mission is to strengthen independent brick and mortar businesses. Having spent fourteen years as a successful retail store owner, she “gets it” from the inside out, and feels an obligation to pay forward the hard earned knowledge and expertise that brought her to where she is today. The economic downturn has many community leaders and business people working to educate consumers on the need to support small businesses. Community leaders are working on shop local campaigns in order to avoid boarded-up shops on Main Street America. However, the concern by some is that buy-local campaigns provide only a short-term boost and the goal is to have a lasting impact on revenues. Others say that until shops eas, such as our coast, hours and make it more consumer, shopping loSome understand that the pete on price with the big expect that service will win sumers that want to support know that their dollars are cally. Our retailers can rarely shopping on price, and big County continue to lure in small rural arhave consistent store convenient for the cal will be a hard sell. small shops can’t combox stores, so they them over. Those conlocal retailers need to truly appreciated locompete with internet box stores in Sonoma locals away.
Consumers also complain Programs Manager Amy Luce, with CEO Debra De that customer service is sorely lacking in our retail Graw and Ambassador Diana Scholl waiting for the stores. The feeling is that the store clerk is just Fort Bragg Whale Festival Chowder Tasting to begin. collecting a paycheck and doesn’t have the vested interest in going above and beyond to close the sale. Good customer service is vital to the survival of our retail stores. As our economy continues to lag and the media continues to add to the negativity many of us are feeling and seeing, the 3/50 Project is a positive message for communities all across the country. Major media outlets such as The Wall Street Journal, Women Entrepreuner.com, CNN, Forbes.com and so many others have covered Baxter’s message. Consumer Reports wrote this: “The concept has spread to communities nationwide, and its premise is simple: First, choose three local independent brick-and-mortar businesses—clothing shops, food stores and restaurants, and for the home, independent appliance retailers, hardware stores, and garden centers—that you find essential and want to keep from going under during the recession. During tight times like these, independent retailers suffer since budget-minded consumers are more inclined to shop at chain stores and big-box behemoths.” “Then spend $50 or more among those places each month. If enough people in a town make the pledge, the theory goes, the pooled-together funds will prop up mom-and-pop enterprises and help sustain local business districts.” For more information on the 3/50 project go http://www.the350project.net.
HomeMade Publications… We get the word out.
• Mendocino Travelers Guide • Mendocino Real Estate Guide • www.MendocinoGuide.com Erina Reeves • 937-3565 • firstname.lastname@example.org
Calendar of Events
Page 3 • April 2010
Room Mendocino Coast District Hospital 9614670 www.mcdh.org Mendocino Art Center’s Exhibits: Figure Iyengar Style Yoga at MCDH Drawing & Painting Across Ireland Over 20 members of the Mendocino Figure No previous experience needed, this class led Drawing Collective show their work at their by Maria Teresa Alvarez PTA,CYT needs for 7th Biennial Exhibit, and father and daughter, you to wear loose comfortable clothes. we do John and Jacquelyn Hewitt, exhibit their water- yoga barefoot. Please bring a sticky mat, a blanket and an empcolor and oil pastels paintings ty stomach. For more in “Painting Across Ireland.” information call the 45200 Little Lake Street at Kasnumber listed. Redten Street, Mendocino 707woods Room, Men937-5818 or 800-653-3328 docino Coast District Mendocino Coast BotaniHospital 961-4670 cal Garden Staff Led Garden Yoga for Haiti Tours Details: Morning yoga Join staff lead garden tours classes are now ofthe first Monday of the month fered Monday in the for an informative walk Abalone Room at Litthrough the Gardens! Sometle River Inn from 8 to times its Rhododendrons, 9:15 a.m. The cost is sometimes birds, sometimes $10 per session, and mushrooms, always fascinating and free w/ admission. Hugh Connolly of The Coast and Ambassador Ray all proceeds go to the children of Haiti. InMendocino Coast Botanical Gar- Alarcon at the North Coast Brewing Ribbon Cutting. structor Lynne Butler den, 18220 N. Hwy 1, Fort Bragg teaches specific yoga Tai Ji at MCDH techniques of breath, posture and movement. Theresa Kirke is currently offering Cheng Man 707-937-1215 Ch’ing Yang style short Form. She uses the principles in her teaching of Tai Ji as an in- MTC Presents Ira Levin’s “Deathtrap” ternal martial art, a medicine and a means Directed by Bob Cohen. Begin the 2010 of exercise and self development.This is of- Season with a classic suspense-thriller fered each week on Mondays and Wednes- 45200 Little Lake Street 937-4477 www. days. Neva Cannon Room & PT Gymnasium mendocinotheatre.org Mendocino Coast District Hospital 961-4670 Popular Cooking Class Series at Albion www.mcdh.org River Inn Sun Style Tai Chi at MCDH Albion River Inn’s popular Cooking Class SeBrenda Ross, PTA is leading this class on Tues- ries is welcomed back with 6 classes to dedays and Thursdays from January 19 to March light you. Relax in our comfortable Ocean 30. Sun style tai Chi can improve health and View Restaurant while the chef rustles up a quality of life. It is slow gentle and provides delectable 6-course lunch right before your a safe and effective way to improve muscular eyes. Taste dishes in progress, sip a cocktail, strength, flexibility and fitness, balance and rec- enjoy lunch with wine, and take home a set of reation. It is especially effective for people with recipes. $80 per person. Wild Mushroom CuiArthritis and physical limitations Neva Cannon
Rates for Chamber Members Commercial or Residential Ask for Lloyd Peters (707) 513-6276
CA Lic# 882523
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Calendar of Events
Page 4 • April 2010 ers for crafts and an Easter egg hunt! Campers will decorate Easter bags, crafts and cookies and can also get their faces painted. Then join the dash as the Easter egg hunt begins! Limit of 35 campers per session. This event supports the Friends of Mendocino Coast Animal Shelter. Call 707-937-5942 for reservations. This event will sell out, so please call early. Abalone Hall, Little River Inn 937-5942 EASTER CARNIVAL Emerald Dolphin Mini Golf’s annual Easter Carnival & Egg Hunt. Free admission. Kid’s golf free with adult ticket, Fun Carnival Games- tickets available to win great prizes from noon-3:30, Super fun Egg Olympics from 3:30- 4pm and then all kids under 12bring your basket for the egg hunt at 4 sharp! Be early! Delicious food and a great time to be had by all. ALL ages welcome! 1211 South Main Street, Fort Bragg 964-6699 www.emeralddolphin. com
sine, November 10; Bistro Cuisine, January 12; Italian Cuisine, February 9; Southwest, March 9; Mediterranean Cuisine, April 13; Coastal Cuisine, May 11. email firstname.lastname@example.org 937-1919 or 1-800-479-7944 April 1 Winter Workshops at Dirt Cheap Sakina Bush, Noyo Food Forest. Presenting a composting workshop. 17975 N. Highway One, Fort Bragg 964-4211 www.dirtcheapgardensupply.com April 1, 8
Getting Organized Now! Workshop Discover opportunities for improved sense of control, relaxation, focus, inspiration, and getting things done. Based on David Allen’s getting things done- the art of stressfree productivity, experience the joy of being organized, and release the heaviness of clutter. The workshop will be led by Rev. Gail Johnson. April 4 Gail has a degree in Organizational Behavior from the Easter Brunch University of San Francisco Make your reservations with a special interest in how now for the family fapeople make changes in their vorite Easter brunch, life. The Workshops will be Chef Nicholas Petti of Mendo Bistro serving up his “Once complete with treats and $75/person or $130/2. Prior a Year Chowder” for the Fort Bragg Whale Festival a visit from the Easter participants can review for Bunny. Little River Inn 1/2 off. Workshop includes a workbook present- Restaurant 937-5942 ed by Gail. Call Rev. Gail Johnson to register. Hill House Chapel 10701 Palette Dr. Mendocino, Easter at the MacCallum House Inn & Restraunt CA 964-6855 Please join us on the MacCallum House lawn for an Easter egg hunt. Bring a basket to hunt for April 2-3 both real and plastic eggs. One golden egg will Hit and Run Theater April Fools’ Improv Shows hold a gift certificate for breakfast for two! The Join local Hit and Runners Steve Antler, Jill fun starts at 12:00p.m. sharp, so don’t be late, Jahelka, Doug Nunn, Kathy O’Grady, Chris- or you may just miss out on that golden egg. ;) tine Samas, Dan Sullivan, and Steve Weingar- The MacCallum House Inn & Restraunt 937-0289 ten, and musical accompanist Laura Derry in Free Easter Community Dinner April Fool’s Weekend Shows two evenings of Come and celebrate Easter with us at First improvised fun, games, and stories. Bistro Presbyterian with a traditional Easter meal.The fare and libations. The evening will be filled meal starts at 4:00pm. 267 South Sanderson with improvised skits, scenes, stories and Way Fort Bragg 964-2316 songs. Hill House of Mendocino 937-1732 www.mendocinostories.com April 9-25 April 3 Bunny Camp This event is so popular, we’ve scheduled two sessions: 11:00 a.m. to 12:30 p.m. and 1:00 p.m. to 2:30 p.m. $10 per camper. For children ages 3 – 7. The Easter Bunny welcomes campDisney’s ALICE IN WONDERLAND, Jr. The Gloriana Musical Theatre Young Performers present Disney’s “Alice in Wonderland, Jr.” for three weekends, April 9 – 25. Fridays/Saturdays at 7:30pm and Sundays at 3pm. Join Alice’s adventures in Wonderland as she chases the White Rabbit, races the Dodo Bird, gets
Calendar of Events
Page 5 • April 2010 Symphony Of The Redwoods Spring Concert Brahms, Variations on a theme of Haydn, op. 56a, Horn Concertos: Rota, Castel del Monte; Mozart, Horn Concerto No 4 in Eb Major, K.495; Beethoven, Symphony No 5 in C Minor, op. 67, Cotton Auditorium, Fort Bragg CA 964-0898 www.symphonyoftheredwoods.org April 12
tied up with the Tweedles, raps with a bubbleblowing Caterpillar, and beats the Queen of Hearts at her own game! Features the classic Disney songs “I’m Late,” and “The Un-birthday Song.” Tickets: $17 General, $8 youth 12 & under. Advance tickets: Harvest Market and Tangents in Fort Bragg, Out of This World in Mendocino, online at www. gloriana.org More information: www.gloriana.org and 707 964-SHOW. Eagles Hall Theatre 210 N. Corry at Alder, Fort Bragg, CA 964SHOW www.gloriana.org
Reiki Classes I, II, III – Master Reiki is an ancient healing art discovered in Japan in the late 1800s. Reiki means “universal life force” in JapApril 9 anese. Reiki enables individuals to transmit a peacePura Vida CD Release ful, loving energy through Party their hands to themselves Mendocino Stories & Muand others. Reiki’s gentle sic Series presents salsa yet powerful energy brings band PURA VIDA on Friday, harmony and balance to April 9 at 7:30PM. PURA VIDA (PURE LIFE!) is Men- The line of hungry chowder tasters at the Mendocino body, mind and spirit. Rates for REIKI I, II, III are docino County’s original Whale Festival. $300, and certificates will Latin inspired dance band. be rewarded. For REIKI III It’s a CD release party for their new CD, HORIZONTE at the Hill House only $150, and you must provide your certifiof Mendocino. Come help us celebrate at the cates earned for REIKI I & II to register. REIKI Hill House on Friday, April 9. Doors open at classes are lead by Master Teacher Patricia Marie 6:30PM, live music at 7:30PM. Bistro menu Pryor, CHT. To register call Patricia by April 5th. and libations available. This is an all ages Hill House of Mendocino, CA Home: 707-964event! 937-1732 www.mendocinostories.com 3438 Cell: 707-813-7712 April 10 The Blushin’ Roulettes Mendocino Stories & Music Series is proud to announce the return of “The Blushin’ Roulettes and their Fine Friends” on the evening of April 10. Music starts at 7:30PM in the Garden Room of the Mendocino Hotel. Doors open at 6:30 PM for bistro menu and libations. Come early for best seating. Sliding scale $10-15. 707-937-1732 www.mendocinostories.com April 10-11
North Coast Plumbing, Heating, & Sheet Metal INC.
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April 17 Arts for the Parks Arts Show and Auction A celebratory Art Show and Indoor Picnic in the Parks and Auctions Pentecost Hall. Fort Bragg 937-4700 www.mendoparks.org Rummage & Food Sale Call Dolly Guista at 964-4971 or Jose Ornelas at 964-4971 to drop off your donations Portuguese Hall Fort Bragg 964-4971 or 964-0485 Ceago Earth Day Winemaker Dinner This winemaker dinner features CEAGO WineBarbara D. Clark
Broker / Owner
www.MendocinoCoast.com • firstname.lastname@example.org • 707.961.6300
Calendar of Events
Page 6 • April 2010
maker Jim Fetzer, and food by Executive Chef Drew Ison. The event starts with a reception with passed hors d’oeuvres. The Hotel is offering a room and dinner package: one night in a Deluxe Garden room and Winemaker Dinner for two for $299 (includes tax and gratuities). Mendocino Hotel Victorian Dining Room 800-548-0513
Opus Chamber Music Concert April 25, 2010, 3pm, Preston Hall, Mendocino Octet of the Redwoods: Clarinet Eric Van Dyke Horn Paul Hadley Bassoon Ann Hubbard Violin Marcia Lotter Violin Joselyn Bartlett Viola Paula Mulligan Cello Tony Miksak Bass Burton Segall Featuring: Franz Schubert Octet , other works: TBA Tickets $17 Tickets are available online @ symphonyoftheredwoods.org, and locally at April 22-25, 29-30 Harvest Market & Tangents in Fort Bragg, Out MTC Presents Joanna McClelland Glass’s “Trying” of This World & Sea Cottage Realty in MendoDirected by Sandra Hawthorn 45200 Little Lake cino, and at the door. For information call 9640898. www.symphonyoftheredwoods.org Street, Mendocino 937-4477 www.mendocinotheatre.org April 28 April 24 Earth Day: Be the Change We are proud to present our fourth annual Earth Day Festival in celebration of the 40th anniversary of Earth Day. “Earth Day 2010: Be the Change” will feature live entertainment by The Dirt Floor Band, The Polinators, DJ Facilitator 1, youth performances and more acts to be announced. Contact Susan Lightfoot, Executive Director, to see how you, your business or your organization can participate in this year’s event at (707) 964-0218. Earth Day 2010, Be the Change! The Learning Garden @ FBHS 300 Dana Street, Fort Bragg CA 964-0218 www.noyofoodforest.org The Point Arena Theater presents Terry Hanck Saturday April 24, 2010 at 8:00p.m. as part of the Blues on the Coast series sponsored by Gualala Chevron and the Pier Chowder House and Brew Pub. Terry Hanck is well known for his hard blowing sax, incredible range and gusty vocals. His topnotch band includes Johnny “cat” Soubrand on guitar, Tim Wagar on bass, and Butch Cousins on drums. The show starts at 8:00pm and the doors open at 7:00pm. The Arena Theater Bar and snack stand will be open. Tickets for the concert are $15 . Tickets are available online at arenatheater.org The Point Arena Theater 214 Main St. Point Arena, CA 882-3272 www.arenatheater.org April 25 Fourth Sunday Breakfast The fourth Sunday breakfast at the Caspar Community Center serves country gourmet, organic and local foods in a friendly atmoshere with live music. The monthly breakfast is a benefit for the Caspar Community Center. Info at 707.964.4997 or email@example.com. Opus Chamber Music Concert A RED CARPET AFFAIR A fund raiser for the Mendocino Theatre Company sponsored by Matt Rowland Events, and Greenwood Ridge Vineyards; hosted by Mendo Bistro. $75 per person includes 3 course dinner, hord d’ouevres with a live auction, raffles and a wheel of fortune. Call the box office at MTC to make your reservation. Limited seating available Mendo Bistro Main St fort Bragg www.mendocinotheatre.org
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Mendocino Coast Whale Festivals
Surf & Sand Lodge
Page 7 • April 2010
Beachcomber Motel • Cleone Gardens Inn • Coast Hardware • Edward Jones • Harbor Lite Lodge • Perkowski Screenprint & Embroidery • Safeway
Vo l u n t e e r s
955 Ukiah Street Agate Cove Inn Albion River Inn Alegria Oceanfront Inn Artists’ Co Op of Mendocino Barra of Mendocino Cafe Beaujolais Cafe One Century 21 – Seascape Realty Chapter & Moon Claudia Springs Cliff House Restaurant Coast Getaways Deja Vu Egghead’s Esterlina Winery Franklin Street Cafe Gallery Bookshop Goldeneye Winery Graziano Family of Wines Handley Cellars Harvest Market Highlight Gallery Husch Vineyards Jeriko Estates Laurel Deli
Ledford House Restaurant Little River Inn Restaurant MacCallum House Inn Restaurant McNab Ridge Winery Mendocino Art Center Mendocino Beauty Mendocino Bistro Mendocino Hotel Meyer Family Cellars Navarro Vineyards Neese Vineyards North Coast Brewing Company Origin Pregnancy Boutique Pamela Hudson Real Estate Philo Ridge Vineyard Prentice Gallery Sea Cottage Real Estate Sea Gull Inn Sea Rock Inn Simaine Cellars Stanford Inn Terra Savia The World of Suzi Long TW’s Grille & Bar Weibel Winery Zina Hyde Cunningham
Anthony Burt Brandt Stickel Carly Brennfleck Charlie Bell Cindi Hood Cynthia Knauss David Ferretti Dennis Dixon Derek Whaler Diana Scholl Don Kowalski Duane Scholl Guy Pacurer Jamie Ferretti Jennifer Bosma Jim McDannold Joan Russell John Cinnamon Kristina Grogan Lynn Bell Marilyn Wagner Mindy Bruchler Ray Alarcon Richard Cooper Robert Pinoli Sharon Brennfleck Susan Weaver
Without the generosity of our sponsors, volunteers and participants we would not be able to continue creating successful Whale Festivals year after year!
Showcase Mixer @ CV Starr Community Center
date: Thursday, April 15, 2010 tiMe: 5:00-7:00pm loCation: 300 S. Lincoln St., Fort Bragg RSVP: Open to the Public Savor appetizers and refreshments while browsing displays that define area businesses’ specialties, new and different products and more. Become reacquainted with business owners, make new contacts and this event is open to the public, so bring a friend. Don’t Forget your Business Cards! Sponsored By:
The Mendocino Coast Chamber of Commerce Invites you to attend a Chamber Mixer at:
Saturday, MAY 1, 2010 @ NOYO BOWL
Bowlers, teams, sponsors, & donations needed!
Call us today! 964-1228
April 30 – May 31, 2010
Hear historians tell of shipwrecks, lighthouses, and life at the lumber mills Walk historic routes visiting grand meeting places and important landmarks Enjoy breathtaking views from atop Point Arena & Point Cabrillo lighthouses Travel on the Skunk Train, and hear founder CR Johnson's tales of the railroad Climb aboard a 47' Coast Guard lifeboat and learn about beach rescue efforts Visit Soroptimist Quilt Show, Grand Olde Car Show & Small Craft Boat Show See prehistoric plants, heritage roses, ancient trees & blooming rhododendrons Enjoy walking the Coastal Trail at the historic mill site (not yet open to public) Experience the lives and times of early pioneers through displays and photos Hear long-forgotten stories of early settlers who are buried at local cemeteries Dine in historic buildings at a gourmet progressive dinner and wine tasting Visit two historic ranches and the home of the legendary racehorse Seabiscuit Tour open houses at historic churches, Kwan Tai Temple, and Masonic Lodge
Heritage Days Organizers for 2010
Ford House Visitor Center • Mendocino Guest House Museum • Fort Bragg Kelley House Museum • Mendocino Mendocino Coast Botanical Gardens • Fort Bragg Mendocino Presbyterian Church • Mendocino Mendocino Study Club • Mendocino Native Daughters of the Golden West • Fort Bragg Noyo Harbor District • Fort Bragg Anderson Valley Historical Museum • Boonville Mendocino County Museum • Willits Grace Hudson Museum • Ukiah Friends of the Fort Bragg Library • Fort Bragg Point Arena Light Station • Point Arena Point Cabrillo Light Station SHP • Mendocino U.S. Coast Guard • Noyo Harbor Soroptimist of Fort Bragg • Fort Bragg
Sponsors Mendocino County Lodging Association Mendocino Coast Chamber of Commerce
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