✊ SBV 90-day PR plan

Written By Marcel Sarmiento

ZPR x SBV | STRATEGY

Memo

To: Santa Barbara Vintners

From: The Zimmerman Agency

Subject: 90-Day Public Relations Plan

Date: October – December 2025

Objectives

Generate editorial and social media coverage for the Santa Barbara Vintners (SBV) through integrated public relations efforts that heighten awareness of the region’s exceptional wines, authentic winemaking families, and cool-climate diversity.

Position Santa Barbara Wine Country as California’s most sophisticated yet approachable wine region to drive wine sales, club memberships, and visitation throughout the holiday season and into the new year.

Approach

The Zimmerman Agency’s campaign began with an in-depth immersion trip to Santa Barbara Wine Country, providing firsthand experience of the region’s terroir, sub-AVAs, and community of winemakers. This critical step fostered direct relationships, deepened understanding of the industry, and allowed the team to authentically articulate the nuances that distinguish Santa Barbara County wines.

Following the immersion, The Zimmerman Agency immediately focused on building the foundation for success through targeted research, messaging development, and the launch of proactive media outreach. This combination of on-the-ground education and strategic alignment ensures every communication reflects the sophistication, craftsmanship, and individuality of the region.

Strategy

Activate a robust media relations program to generate national, regional, and local coverage that:

  • Positions SBV and its members as thought leaders in winemaking and sustainability.
  • Differentiates Santa Barbara Wine Country from Paso Robles, Napa, Sonoma, and Temecula by spotlighting its diversity of varietals and climate zones.
  • Increases awareness and consumer engagement during the high-impact holiday and early travel-planning months.
  • Builds a foundation for long-lead spring and harvest editorial coverage in 2026.

Tactics

Media Outreach / News Bureau

Strategy: The agency will serve as an ongoing news bureau, proactively identifying and capitalizing on opportunities for exposure across national, regional, and local outlets. This includes the development and distribution of tailored press releases, story angles, and personalized pitches to trade, travel, lifestyle, food & beverage, and business media.

Goal: Position Santa Barbara Vintners (SBV) and its members as thought leaders and innovators within the wine industry—driving visibility, consumer engagement, and tourism to the region by:

  • Coordinating one-on-one outreach to key journalists, editors, and producers.
  • Maintaining a consistent drumbeat of media activity to ensure year-round visibility.
  • Aligning all messaging with SBV’s broader marketing calendar, membership initiatives, and event schedule.
  • Crafting story angles tied to cultural moments, travel trends, and seasonal themes.
  • “Trend jacking” relevant topics to keep SBV in the conversation.

Target Outlets Sampling

Wine Trade & Industry Publications
  • Wine Spectator
  • Wine Enthusiast
  • Wine Business Monthly
  • Wine Industry Network / WIN Advisor
  • The Drinks Business
  • VinePair
  • Decanter
  • SevenFifty Daily
  • GuildSomm Journal
  • The Somm Journal
  • Beverage Media Group
  • Wines & Vines Analytics
Food & Beverage Lifestyle
  • Food & Wine
  • Bon Appétit
  • Saveur
  • Eater
  • The Tasting Table
  • Imbibe Magazine
  • Edible Communities Network
  • Punch
  • Daily Meal
  • Eater LA/SF
Travel & Lifestyle
  • Condé Nast Traveler
  • Travel + Leisure
  • AFAR
  • Forbes Travel Guide / Forbes
  • Robb Report
  • Sunset Magazine
  • Luxury Travel Advisor
  • Town & Country
  • PureWow

Media Experiences

Strategy: Pitch key print and digital writers from top-tier national and regional publications for individual media experiences in Santa Barbara County. Give editors a glimpse of the destination’s unique activities and offerings to create awareness, buzz, and anticipation via definition-driving coverage.

Tactics: Work with the SBV team to curate customized itineraries providing unique experiences and relevant content specific to each outlet or influencer’s target audience and interests.

Goals:

  • 1 individual media or influencer stay per month.
  • 2–3 group media tours per year (goal of 4 attendees per group media tour).

Group Media Tours Timeline

  • February 2025
    • Confirm dates ASAP; typically need 3–4 months to pitch and plan.
    • Goal of 4 media attendees locked in by end of year.
    • Tentative agenda to be proposed in December.
  • May / June 2025
  • October 2025 – Harvest

Reactive Media

Act as an ongoing liaison with the media and take action on individual media requests for research information, fulfillment requests, material submissions, interviews, etc.

Industry Relations

Work with industry partners to obtain information as needed to pitch, plan, and execute both editorial and promotional opportunities on behalf of SBV.

Awards + Acclaims

In an overcrowded space, where hospitality entities are fighting for consumer buy-in, seek award rankings to assist in gaining third-party approval, ultimately influencing traveler perception.

Publicity Monitoring + Reporting

Track media exposure, analyze coverage, and report results.

  • Coverage Tracking: Active monitoring via MuckRack and manual review.
  • Metrics: Number of placements, reach/impressions, backlinks, and engagement.
  • Benchmark: Comparative share of voice versus key competitors (Paso Robles, Sonoma, Willamette, Temecula).
  • Reporting: Monthly highlight reports; comprehensive end-of-quarter wrap-up detailing results and recommendations.

PR Planning

Craft one-year plan based on feedback from the 90-day plan.

Active Communication

  • Bi-weekly status calls
  • “Wow” emails
  • Opportunity emails
  • Media forms
  • Promotional proposals

Crisis Management

Deploy experienced media relations to divert and dilute negative exposure, as needed.

First Month PR Snapshot (October 2025)

Knowledge Base Build

  • Conducted in-depth immersion trip, gathering insights on AVAs, vineyards, winemaking techniques, and key differentiators.
  • Recapped immersion notes into thematic categories: varietal diversity, sustainability, family-owned legacy, and visitor experience.
  • Researched regional holiday-season programming to identify short-lead editorial opportunities.
  • Developed foundational messaging and an initial pitch calendar spanning seasonal and evergreen storylines.

Media List Development (List Below Not Exhaustive)

Built and segmented a master media database targeting:

  • National, regional, and local travel + lifestyle media
  • Wine, beverage, and epicurean editors
  • Key California markets (LA, SF, Santa Barbara County)
  • Direct flight markets (Arizona, Nevada, Utah, Colorado)
  • Collector / luxury lifestyle outlets
  • Men’s & women’s interest
  • Travel + meeting trades
  • National + regional broadcast
  • Bridal + romance
  • Targeted influencers

Media Outreach + Coordination

Leading Angles Pitched

  • “Vines with Storylines”: introduced SBV and narrative direction to longstanding and new contacts.
  • “Santa Barbara Wine Country Happenings from Harvest to Holiday.”
  • “Twinkling Lights & Tasting Delights: December in the Los Olivos District.”
  • “Winter in Santa Barbara Wine Country: Cozy, Crisp & Quintessentially Californian.”
  • Z-INK Roundup Pitch – “Hidden Gem Destinations That Feel Like You’re in a Hallmark Movie” (Los Olivos inclusion).

Open Opportunities Submitted

  • Wine Enthusiast – “Silver Linings of Oversupply.”
  • Travel + Leisure – “Best Places to Travel in January.”
  • Food Drink Life / AP Wire – “Regenerative Viticulture.”
  • Food & Wine Magazine – “Grape Stomping + Holiday Experiences.”
  • TODAY with Jenna & Friends – “Twixmas Travel Segment.”
  • Food & Beverage Magazine – monthly product spotlight (member opt-ins secured).

Media Monitoring

Established monitoring and reporting systems and tracking for active coverage analysis and ROI measurement.

Next 60 Days – Key Focus Areas

Core Objectives

  • Amplify awareness leading into peak holiday season; spotlight gifting, travel, and wine club memberships.
  • Maintain editorial visibility through year-end with storytelling around travel, togetherness, and discovery.

Priority Angles

These angles are fluid and pending trend jacking, activations, programming, and seasonal offerings. All angles will be pitched to in-state and out-of-state media contacts; some angles will leverage additional exposure through national coverage pending newsworthy tie-ins.

  • “Beyond Napa: The Rise of Santa Barbara Wine Country.”
  • “Boutique, Family-Owned Estates Worth Traveling For.”
  • “Where to Travel in 2026.”
  • “The Cool-Climate Counterpoint to Napa’s Heat.”
  • “Santa Barbara for the Holidays: Coastal Calm Meets Wine Country Charm.”
  • “Twinkling Lights & Tasting Delights.”
  • “The Art of Slowing Down: A Getaway to Santa Barbara Wine Country.”
  • “Hidden Gems, Hand-Poured Wines.”
  • “Women Making History in the Wine Industry” (March print lead).

Summary

From immersion to activation, the first 90 days have laid the groundwork for sustained success. The team’s hands-on investment in understanding Santa Barbara Wine Country ensures storytelling that resonates with authenticity and authority. With a cohesive media strategy, strong foundational relationships, and measurable momentum already building, the coming months will further position SBV as the heart of California’s most dynamic, sophisticated, and personal wine region.

Marcel Sarmiento
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