WADMC 2018 Director s Report June 18, Williamsburg Area Destination Marketing Committee

Transcription

1 WADMC 2018 Director s Report June 18, 2018 Williamsburg Area Destination Marketing Committee

2 SOCIAL HIGHLIGHTS

3 Social & Chute Since implementing Chute, we have secured rights to 100+ user-generated photos and continue to use them across social and our website. One of our recent shots from DoG Street promoting our pet-friendly travel article generated more than 365 likes (average is typically around 97 likes). We also heard from a local resident who was thrilled that her photo was selected for the 2018 Visitor s Guide.

4 ytravel Family Visit ytravel, an Australian family of four, visited Greater Williamsburg to showcase the many family-friendly things to do in the destination. They also roadschool their children, and provided their audience with a variety of interactive, fun experiences to educate their own children. Their blog reaches 300K+ people per month, and they have 44K+ Instagram followers. Through our partnership, ytravel wrote three blog posts and 11 Instagram posts, six more than they were contracted to create.

5 Alicia Tenise Millennial Travel Visit While in Greater Williamsburg for the Taste Festival, Alicia, a travel, fashion and lifestyle influencer from DC, also experienced the grownups version of Williamsburg and created a travel guide so her 100K+ blog and Instagram followers could check out her favorite restaurants, shops, Tasting Trail stops and things to do, like a cruise with Yorktown Sailing. Alicia grew up visiting Williamsburg with her mom, but was surprised to see how much there is to do for young people without children.

6 WADMC 2018 PUBLIC RELATIONS HIGHLIGHTS April-May 2018

7 Press Highlights USA Today o (Syndicated to 28 online outlets, total reach: 55,767,377) USNews.com o (Syndicated to 14 online outlets, total reach: 96,064,660) Luxury Travel Magazine Bella NYC Times Union Reader s Digest City Magazine Tech Savvy Mama Walking on Travels Trekaroo Fleche magazine QC La Metro Pole

8 Press Highlights

9 119 NEW STORIES Hosted 22 Journalists 345,149,052 Media Impressions YTD 2018 PR Successes

10 Advertising Highlights

11 MAY MEDIA MEDIUM MARKETS MAY TV 80% :15s / 20% :30s Washington D.C. 80% :15s / 20% :30s Philadelphia PA STREAMING VIDEO Gamut Media Gamut Media Washington D.C. Philadelphia PA STRATEGIC MARKETING PARTNERSHIP PRINT - Family Circle - FP4C DE, MD, NC, NJ, NY, PA, VA, WV, D.C. May Jun PRINT - FamilyFun - FP4C PRINT - FamilyFun - 1-Page Custom Editorial Feature DE, MD, NC, NJ, NY, PA, VA, WV, D.C. National Apr/May Apr/May PRINT - Parents - FP4C DE, MD, NC, NJ, NY, PA, VA, WV, D.C. May Jun PRINT - Parents - 1-Page Advertorial - Parents - Goodies enewsletter Promo Listing DIGITAL - Custom Content DIGITAL - Content Sponsor - Fun Hub DIGITAL - Engagement Video DIGITAL - Portrait Unit DIGITAL Trip Advisor - Tourism Sponsorship Trip Advisor - Display/Video CyBear Interactive - Facebook CyBear Interactive - Instagram CyBear Interactive - DBM - Display & Video CyBear Interactive - Trade Desk - Display & Video CyBear Interactive - YouTube - Video CyBear Interactive - Google - Display CyBear Interactive - Yahoo - Native PRINT Virginia Travel Guide DE, MD, NC, NJ, NY, PA, VA, WV, D.C. National National National Jun

12 MAY TRAFFIC SOURCE: PRINT Family Circle Full Page Ad Parents Full Page Ad & Advertorial enewsletter Promo Listing Source: Publisher Data, AAM Statement

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14 PARENTS: INSTAGRATION (6/6)

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16 MAY CAMPAIGN 28.8M Impressions delivered across TV, Print, Streaming Video, Digital, and Social MAY DIGITAL OPTIMIZATIONS A/B testing of targeting tactics (i.e. contextual, behavioral, keyword) DBM Began optimizing budgets to top performing interests by platform, which will be an ongoing effort TRADE DESK Adjusted spend by device DELIVER MORE AGAINST DESKTOP

17 LET S TALK MOBILE

18 Mobile-Specific Optimizations

19 Mobile-Specific Optimizations

20 /FUN PAGE INSIGHTS OVERVIEW Significant targeted efforts with Miles and Luckie including creative tweaks, media changes and web development throughout May have seen very positive results. 2% Decrease in BOUNCE RATE 8% Increase in PAGES/SESSION 29% Increase in SESSION DURATION Source: Google Analytics. April 2018 vs May 2018

21 May Digital Top Performers fun_history_native fun_romance_30video fun_romance_native fun_thrill_native fun_allaround_native We have 69 different ads currently running including the 5 personas in display, native and video versions. For May, these are the top performing ads looking at CTR, bounce rate, pages consumed and time on site.

22 Treasurer s Report

23 MEDIUM MARKETS JUNE JULY AUGUST TV 80% :15s / 20% :30s Washington D.C. 80% :15s / 20% :30s Philadelphia PA STREAMING VIDEO Gamut Media Washington D.C. Gamut Media Philadelphia PA STRATEGIC MARKETING PARTNERSHIP PRINT - Family Circle - FP4C DE, MD, NC, NJ, NY, PA, VA, WV, D.C. Jun - Family Circle - Custom eblast National Remaining 2018 FUN Campaign media buy timing PRINT - FamilyFun - FP4C PRINT - FamilyFun - 1-Page Custom Editorial Feature PRINT - FamilyFun - 6-Page Digest Booklet - FamilyFun - Weekender enewsletter Promo Listing PRINT - Parents - FP4C PRINT - Parents - 1-Page Advertorial BLOG - Mom2Mom - Blog Post DIGITAL - Custom Videos DIGITAL - Custom Content DIGITAL - Content Sponsor - Celebrate Your Way DIGITAL - Content Sponsor - Fun Hub DE, MD, NC, NJ, NY, PA, VA, WV, D.C. National DE, MD, NC, NJ, NY, PA, VA, WV, D.C. National DE, MD, NC, NJ, NY, PA, VA, WV, D.C. DE, MD, NC, NJ, NY, PA, VA, WV, D.C. National Apr/May Apr/May Jun Jun Jun/Jul Jun/Jul Jun/Jul Jun/Jul Jun/Jul Jun/Jul Jun/Jul Jun/Jul Jun/Jul Aug/Sep Aug/Sep SOCIAL MEDIA - Instagram National DIGITAL - Engagement Video DIGITAL - Portrait Unit DIGITAL Trip Advisor - Tourism Sponsorship National Trip Advisor - Display/Video CyBear Interactive - Facebook CyBear Interactive - Instagram CyBear Interactive - Programmatic - Display & Video CyBear Interactive - Google - Display CyBear Interactive - Yahoo - Native PRINT Virginia Travel Guide National

24 Current WADMC Contracts

25 Contracts Scope of Work and Timing Primary Contract Account Management Year round Strategy, Brand Planning & Analytics Year round; heavier 2nd half of year Production Services Complete Creative Development Year round; heavier 1st part of year 2019 Creative Development Last 4 months of the year Media Planning & Buying Year round; heavier 1st part of year 2019 Media Strategy & Planning Last 6 months of the year Summer Shoot Additional Contract Separate out-of-scope, short-term production project taking place in June. Billing will take a few months to reconcile.

26 Contracts Scope of Work and Timing Primary Contract Account Management VisitWilliamsburg.com hosting VisitWilliamsburg.com monthly maintenance Bound personalization technology plus optimizations Search Engine Marketing Year round Year round Year round Year round; heavier 1st part of year Year round Varies as needed we scope specific web development projects Additional Contracts Short-term projects to improve the website. Year round.

27 Contracts Scope of Work and Timing Annual Public Relations campaign Social Media strategy and daily social channel management Paid social media amplification program Content Development Content Syndication Search Engine Optimization Development of 2019 PR strategy and tactical plan Year round Year round Year round Year round Year round Year round Last 6 months of the year

28 Contracts Scope of Work and Timing Media authorizations Most expire September 1; Trip Advisor is year round Social Media / UGC technology Year round Full page ad in in-room destination books; hotels in Richmond and VA Beach areas Paid the 2018 half. Have committed to an additional $2100 in 2019.

29 Contracts Scope of Work and Timing Quarterly Accountant Reconciliation Year round Annual Fiscal Audit One time per year

30 Revenue WADMC will receive revenue from May & June $2 collections in July & August Potential for additional incremental disbursements Invoices & Contracts WADMC has outstanding fiscal responsibilities through 2018 The current procedures require each check to have two of three signatures from the Executive Committee members

31 Thank you!