The Great Waterway Monthly Overview 01/17

Transcription

1 The Great Waterway Monthly Overview 01/17 01

2 January Monthly Overview Project Highlights 1. MARKETING PLANS Development of media plans and overall marketing plan Conceptualization and creation of experiential campaign theme Prepared presentation of marketing plan for board meeting and presentation at board Creation of master gannt chart planner for Q and for use in the campaign 2. WEBSITE, CONTENT & BLOGGING 2 total blogs were created for the month of January. Each blog focused on The Great Waterway region as a whole and ensured each DMO had the opportunity to be featured. These two blogs focused on the indoor/outdoor juxtaposition that The Great Waterway offers. Blog one was a guide to outdoor festivals and activities, whereas blog two was focused on art galleries and indoor experiences. Together, these blogs offered a winter experience for everyone. 3. PAID MEDIA Worked with TGW to plan and finalize selections for OTMPC buys Creative briefs and planning for Travel Guides to Canada, SMM Wonderlist and creative development for Jan OTMPC co-branded deployment 02

3 January Monthly Overview Project Highlights (continued) Preliminary negotiations and development of media buys Continued focus on paid social media buys and Google AdWord. Adjustments made weekly with Google AdWords to refine performance and to attract quality leads to the website. 4. SOCIAL MEDIA Adjustments made to editorial calendar and social media strategy to become more event/activity focused and to create a much greater engagement with DMOs and tourism partners in the region, where applicable 1dea invested further time to research events, attractions and winter activities available in the region in order to better tell the story and highlight an active TGW during the otherwise slower winter months 3 paid advertisements ran during the month of January. Part of the budget was allocated to the year in review blog that was initially posted in December, The second paid spot was the winter activities and festivals post, and the third was an awareness campaign to promote Lumina Borealis during it s final weeks. Overall social media in January was very successful - January is typically a slower month for The Great Waterway on social media but with the implementation of new and innovative tactics, social media was a success. 5. TOURISMTALK REDEVELOPMENT Progress has been moving forward well with the design being completed and finalized design sent off to development. 1dea worked closely with TGW to continue to refine high fidelity wireframe and to round out all content for new site. 03

4 Campaign Performance Overview The following section is a consolidated view at key campaign metrics including consumer website traffic, social media engagement, demographics, geo-targeted reach, curated blogging efforts, media performance, earned media opportunities and more. 04

5 Consumer Website Traffic 2017/ / /2014 Sessions Users Page Views Sessions Users Page Views Sessions Users Page Views Dec. 21,736 16,599 29,077 6,431 5,781 13,586 7,403 6,630 13,197 Jan. 24,307 19,925 39,420 6,758 6,001 14,930 7,894 7,075 15,700 YTD 24,307 19,925 39,420 6,758 6,001 14,930 7,894 7,075 15,700 Age & Gender Age Jan % 21% 20% 20% 16% 12% YTD % 11% 21% 20% 20% 16% 12% Male - 46% Female - 54% 05

6 Most Popular Pages Page Page Views Unique Page Views Avg. Time on Page (Sec) /events/ 5,050 3, / 5,048 4, /activities-await/ 1,814 1, /pt-destination/bay-of-quinte/ 1,615 1, /pt-destination/prince-edward-county/ 1,403 1, /pt-explore/theatre/ 1,319 1, /pt-destination/gananoque/ 1,244 1, /destinations/ 1,207 1, /pt-destination/brockville/ 1,195 1, /pt-destination/kingston/ 1,

7 Location Country & City A snapshot of the top countries and cities that have visited The Great Waterway website over a certain period of time. January 2017 January 2016 Country City Country City Canada % Toronto % Canada % Toronto % United States % Ottawa % United States % Kingston % (Not Set) % Montreal % Germany % Ottawa % Germany % Kingston % France % Montreal % Saudi Arabia % New York % United Kingdom % Boston % France % (Not Set) % Philippines % Quinte West % Spain % Mississauga % Brazil % Cornwall % Philippines % Hamilton % Australia % Belleville % United Kingdom % Quinte West % Italy % Mississauga % Australia % Belleville % Spain % (not set) % Other % Other (850+) % Other % Other % 07

8 Acquisition by Medium How consumers were able to find The Great Waterway online. O Organic R Referral E S Social January 2017 Sessions January 2016 Sessions google - CPC 10,681 (direct) / (none) 7,040 google - O 3,229 ontariotravel.net - R 952 m.facebook.com - R 387 outlook.live.com - R CPM 289 facebook.com - R 214 OTMPC Content Partnership - CPC 158 l.facebook.com - R 133 s t.en25.com - R 110 thegreatwaterway.com - R 76 gadgets.hotelinternethelp.com - R 65 northernontario.travel - R 64 bing - O 62 t.co - R 60 yahoo - O 42 com.google.android. - R 38 google - O 4,345 (direct) / (none) 1,080 bing - O 161 yahoo - O 145 ontariotravel.net - R 111 m.facebook.com - R 95 facebook.com - R 72 top1-seo-service.com - R 61 t.co - R 55 northernontario.travel - R 43 Ottawa Road Trip Newsletter - E 40 images.google.de - R 35 mtc.gov.on.ca - R 33 twitter.com - S 33 campinginontario.ca - R 32 voyagesontario.com - R 23 images.google.fr - R 22 m.thegreatwaterway.com - R 18 08

9 Social Overview An overview of the total conversion value of each type of social media channel. Once a digital campaign is in place, and Google analytics goals have been set, this section of Google analytics can also provide a monetary value to the social stream. January 2017 Social Network Sessions % Sessions Facebook % Twitter % Instagram % Pinterest % January 2016 Social Network Sessions % Sessions Facebook % Twitter % TripAdvisor % Paper.li % Blogger % Pinterest % January 2017 Organic Paid Monthly Total Facebook Reach 92, , ,938 Website Clicks (Facebook & Instagram) Month Over Month Fan Increase Facebook +39 Instagram +82 Twitter

10 Media Campaign Performance *Media Buy Type Campaign Period Visits to Website (to Jan end) OTMPC Co-Branded E-Newsletter April % open rate (228,147 subs) theweathernetwork.com Digital May 1 - Aug 31 15,200 visits Star Metro Media Digital Jun 6 - Oct visits OTMPC Content Partnership Native Ad May 9 - Jun 19 33,863 Bay of Quinte Regional Guide Print* end of May (1 year) 522 direct URL key-in s Attractions Ontario Summer Passport Print* May 15 - Sept direct URL key-in s Trenton Air Show Program Print* end of May 587 direct URL key-in s OTMPC Summer Tip-In Print* Summer 967 direct URL key-in s Social Media Advertising Social June - Mar 1,624,000 total paid reach, 32 ad Google AdWords Search & Display July - Mar 170,924 visits, 42,390,012 total impressions TripAdvisor Digital Oct - Mar 802 visits *Special Note Regarding Print Print media buys presents an interesting challenge in that it is not trackable. We ve established a system with unique website URLs that redirect to pages on the website. Those unique URLs allow us to track how many times people type in the direct URL shown on the ad. Most people will likely conduct an organic search of The Great Waterway website or see the ad only. However, the results above (although very low) provides us with a rough gauge on how print ads are performing relative to other print ads bought. This allows for better decision-making in the years to follow. 010

11 Blogging Overview A snapshot of the top countries and cities that have visited The Great Waterway website over a certain period of time. January 2017 Blog Title Page Views Your 2017 Guide to Winter Festivals and Activities in Southeastern Ontario 700 Amazing Art Galleries in Southeastern Ontario That ll Make You Forget it s Winter