WADMC 2017 Annual Highlights December, 11 2017
Your Marketing Leadership Team Brand Direction Creative Design Media planning & buying Kristin Layman Brad White Megan Dillon Alyson Potts VisitWilliamsburg.com design, development & hosting Google SEM Karin Mast Public Relations Social Media SEO & Content Rene Mack Renata Hopkins Thor Harris Kaitie Reis
2017 Results Q4 Syndicated to 150 outlets in the US and Canada. Over 200 million readers.
2017 Award Winning Campaigns Silver Adrian award for Public Relations Feature Placement on Television Gold & Bronze Adrian Awards for Funologist - Digital Marketing categories
Advisory Groups Website Public Relations Advertising Kristi Olsen Michael Kimball Joan Heikens / Bob Jeffrey Paula Pritchard Mike Wynne Chris Coleman Claudia Rinaldi Andrew Scogna / Julie O Neill Billy Scruggs Margret Lindblom-Lau York County Williamsburg Winery Jamestown Yorktown Foundation Colonial Williamsburg Westgate Resorts James City County Kingsmill Resort Busch Gardens Fife & Drum Inn Doubletree Chris Smith Laura Messer Tracy Perkins Joe Straw Lee Ann Hartmann Suzanne Seurattan Jessica Wauhop Ron Vample Kelly Williams Susan Bak Julie O Neil / Dan Dipiazzo Ron Kirkland Jennifer Witherspoon Andrew Trivette Richard Keurajian Carrie Hill Jacquelyn Liebler Chris Johnson Virginia Beer Company James City County Jamestown Yorktown Foundation Colonial Williamsburg City of Williamsburg College of William & Mary York County Busch Gardens Historic Jamestowne Jamestown Yorktown Foundation Busch Gardens Hotel Motel Association Colonial Williamsburg City of Williamsburg Kingsmill Resort Yankee Candle Revolution Golf & Grille James City County
2018 VISION INSPIRE consideration of Greater Williamsburg as a multi-night leisure trip destination
OUR 2018 STRATEGY Building on our 2017 successes Opposite Monkeys SHOW the Greater Williamsburg vacation experiences, HEAR from and influence those who can recommend our experiences, and empower past visitors to TELL about their experiences. Diversity of Experiences Variety as a key message is more important as you get closer to Greater Williamsburg, and history is the decision driver further away. Leverage opportunities to serve the most effective messaging. Fun, Fun, Fun Fun inspires intent to travel. Realign our brand pillars so the story we tell is that everything is fun, in new and destination-specific ways. Right Message, Right Audience, Right Time The CVO plans different trips at different times with different needs. Customize and diversify messaging across all platforms to inspire intent to consider more than one vacation experience.
BUDGET
CLOSED SESSION
OPEN SESSION
WADMC 2018 BUDGET
2018 Proposed Revenue Budget REVENUE 2016 Actual 2017 Projected 2018 Proposed Williamsburg $ 1,132,894 $ 1,120,270 $ 1,110,000 James City County $ 765,432 $ 804,088 $ 815,000 York County $ 1,143,428 $ 1,166,205 $ 1,195,000 Private Investors $ 177,000 $ 155,000 $ 153,600 VTC Co-op $ 2,561 $ 10,963 $ 10,000 Ares Commission $ 22,367 $ 4,092 $ 0 Interest $ 1,407 $ 1,538 $ 1,400 Revenue Total $ 3,245,090 $ 3,262,156 $ 3,285,000
2018 Proposed Marketing Budget, p1 WORKING EXPENSES 2016 Actual 2017 Projected 2018 Proposed Fulfillment 40,425 42,500 46,000 Public Relations 152,757 165,429 218,500 Website 74,208 83,650 136,700 Social Media Content 68,114 71,103 113,000 Paid Media / Messaging - Subtotal 2,261,1001 1,987,866 1,818,645 Television (cable/broadcast) 490,055 420,090 241,445 Streaming Video 238,226 163,551 200,000 Cross Platform / SMP 500,694 553,383 550,000 Digital Display & Video 601,886 369,179 382,000 Ad Serving 26,518 35,088 25,000 SEM/SEO/Content 372,214 389,000 340,000 Social Ads 4,200 27,786 45,000 Email Marketing 2,925 5,666 11,000 VTC Travel Guide 16,618 14,123 14,200 Special Themed Programs 7,665 10,000 10,000 Working Expenses Subtotal $2,596,505 $2,350,548 $2,332,845
2018 Proposed Marketing Budget, p2 SUPPORT EXPENSES 2016 Actual 2017 Projected 2018 Proposed Ad Agency 553,896 575,985 576,156 Production 88,366 95,163 215,000 Research 16,050 48,719 37,444 Support Expenses Subtotal $658,313 $719,867 $828,600 ADMINISTRATIVE EXPENSES Staff 164,745 190,000 209,000 Administrative 23,358 35,608 32,000 Admin Expenses Subtotal $188,103 $225,608 $241,000
2018 Proposed Budget, Summary 2016 Actual 2017 Projected 2018 Proposed REVENUE 3,245,090 3,262,156 3,285,000 EXPENSES Working 2,596,505 2,350,548 2,332,845 Support 658,313 719,867 828,600 Administrative 188,103 225,608 241,000 Expenses Total $3,442,920 $3,296,023 $3,402,445 Carry Over Funds $1,267,696 $1,218,514 $1,101,069
2018 Plan and Budget VOTE
TIME TO VOTE 1. Media Plan as presented Creative Concepts Digital & Social plans Public Relations plan Website programs 2. Budget 3. Contract Renewals
Renewals/ Extensions: Contract actions required Luckie & Co 1/1/2018-12/31/2018 Agency Services, Media planning and buying, Creative, Analytics & Strategy Percepture Travel 1/1/2018-12/31/2018 Public Relations & Editorial Percepture Digital 1/1/2018-12/31/2018 Social & Influencer Media, Content and SEO Miles Media 1/1/2018-12/31/2018 Website Maintenance & SEM Gordon F Chappell 1/1/2018-12/31/2018 Audit Brigham & Calhoun 1/1/2018-12/31/2018 Accounting Firm
The doctor is in. Let s get started. The Funologist 22