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Home My WebLink AboutTBID_2020-08-19_MinutesVisit Atascadero Year In Review August 19, 2020 Marketing Goals •Increase overnight stays in Atascadero •Increase length of stay and weekday stays •Introduce new visitors to Atascadero as a travel destination Come. Sleep. Spend. Annual Recap Highlights •Campaigns and Creative •Social Media •Email Marketing •Public Relations •Partnerships •Results •Recovery Marketing Plan Campaigns & Creative Fall Campaign •Created the Brews & Burgers Trail •Digital map online •22,235 map views •Developed vertical ad style for mobile Atascadero Brochure Campaign Results •Clicks to the site: 66,262 •Impressions: 3,109,140 •Video views to 100%: 610,104 •Avg. CTR: 1.5% •Map views: 22,235 Paused media: March 13, 2020 Website Trafﬁc Social Media Facebook •Followers: 6,739 (+11% YOY) •Avg. monthly impressions: 530,000 (+58% YOY) •Engagement: 23,518 •Reach: 2,479,434 Instagram •Followers: 2,778 (+77% YOY) •Total engagements: 11,126 (+17% YOY) •Main audience: Women under the age of 44 Email Marketing Monthly E-Newsletter •Cleaned list January 2020 •Subscribers: 1,440 •Sent: 9 e-newsletters •Avg. 2020 open rate: 34.8% (+130% YOY) •Avg. click thru rate: 3.63% (+195% YOY) Public Relations Public Relations •Hosted the Visit SLO CAL Fall FAM at The Carlton Hotel •Hosted UK FAM (picture shown) •Monthly content submissions to Visit SLO CAL and CCTC •Atascadero Brews & Burgers Trail media pitching Partnerships Partnerships •Google Destination partnership with Visit SLO CAL •Event support for Central Coast Cider Festival, Central Coast Craft Beer Fest, Wine Speak and various other events. •Collaborative projects with Visit SLO CAL and CCTC Results Marketing Results •TOT: $1,126,790 (-19% YOY) •Q1&Q2: +4% - Q3&Q4: -46% •Paid media engagements: 676,366 •Web sessions: 117,672 (-18.5% YOY) •Social engagement: 34,644 •Email marketing: 34.8% avg. open rate (+130% YOY) •Total budget: $137,970 ($58,206 under budget) •Added value: $5,908 Recovery Marketing Plan Recovery •March 13, 2020 - paused all paid media •Sent lodging partner survey on April 29 •Presented draft recovery plan on May 20 •Began recovery plan implementation July 1 Questions Strategic Planning August 19, 2020 Research Visit California Update August 13 Report COVID-19 Research Dashboard About the COVID-19 Research Dashboard §The COVID-19 Research Dashboard is a summary compilation of weekly and monthly statistics from a variety of Visit California and third-party data sets: Visit California Third-Party STR COVID Tracking Project AirDNA COVID Act Now TravelClick California Dept of Public Health ForwardKeys Department of Labor Destination Analysts Google SMARInsights Los Angeles Times Tourism Economics New York Times §The data enclosed is updated weekly and intended to provide insight on the current status of recovery for the travel industry across these key indicators: ü Public Health ü Consumer Sentiment ü Air and Lodging Booking ü Economic Consumer Sentiment •U.S. and California Mindset Toward Resuming Activities (SMARInsights) •U.S. and California Mindset Toward Travel (Destination Analysts) 2 Summary Indicators of Consumer Sentiment •Mindset Toward Resuming Activities (SMARInsights) •Mindset Toward Travel (Destination Analysts) Mindset Toward Resuming Activities (Next Week) Risk Averse = I’m going to stay home and venture out as little as possible Normal = I’m resuming my normal routine Cautious = I’m leaving the house more but only visiting places where I feel safe I'm already traveling I'm ready to travel, with no hesitations I'm ready to travel, but feel some hesitation I need a little more time to be ready to travel I need a lot more time to be ready to travel Mindset Toward Travel (Right Now) Ready to Travel ! "# $ % "# & !! $ % $ % $ ' ' ( ) * % ' $ ' ) &%% $ ' + Past Week and Future Planned Activities (Current Week) Restaurant/Retail Outdoors Accommodations •As more California communities reopen more parts of the economy, we will see greater participation and growing anticipation of future activities. Source: SMARInsights Weekly Travel Insights Study Wave 13: 8/9 Visit SLO C AL VISIT SLO CAL FY20-21 OBJECTIVES Marketing Objectives •Build awareness of the SLO CAL brand while educating consumers on the unique destinations that make up the county •Develop stronger and deeper engagement with visitors •Drive demand for high-yielding visitation to the county •Activate pathways to accelerate COVID-19 crisis recovery for our tourism industry Communication Objectives •Leveraging the California Less Traveled •Highlighting key Experience Pillars: Outdoor, Food & Drink, Barefoot Luxury, Family, Culture •Demonstrating road-trip experiences •Featuring unique Lodging Mix (hotels, B&Bs, vacation rentals, RV parks, and camping sites) Media Objectives •Build awareness of the SLO CAL brand and destination in key markets •Drive incremental demand for visitation to the county PHASED RECOVERY APPROACH Now Wave I Wave II Wave III Estimated Timing*Current July –August September –December January -June Traveler Status Social Distancing Reduction of stay-at-home orders, likely financial & psychological impacts Settling into a new normal, tentative but considering travel Comfortable traveling again, considering further destinations Messaging Focus Inspirational, Good News Content, Virtual Experiences Inspirational & informational (safety, etc.); avoid anything tone-deaf Increase consideration, encouraging, “plan now” type CTAs Full Funnel Tactical Focus Owned Channels, Organic Social Low-funnel & pull-tactics Paid Search and Paid Social Higher Funnel Awareness & Engagement Full Funnel Market Focus Local, Drive Immediate drive markets California drive markets Prioritize LA & SF Potentially long -haul out-of- state drive markets All Target Markets, including out-of-state fly *Note: phased campaign timing will need to flexible based on market conditions Visit Atascadero Check-In How Are Things Going? 1.Has any of your services changed since April? 2.What marketing/promotion tactics are you deploying to continue generating business? 3.Has the type of visitor changed over the last few months? 4.Do you have a recovery plan specific to your lodging property? If so, can you share it with our team? 5.Do you feel the overall experience we deliver to visitors has changed? 6.Additional thoughts? 2020/2021 Marekting Strategies Marketing Goals •Destination recovery •Regain 2019 occupancy rates •Increase length of stay •Amplify experiences that inspire travel safely Fall Concepts Atascadero Means… Example Script: •What does Atascadero mean to you? •It means freedom and wide open spaces •It means relaxing in a friendly atmosphere •It means taking time to play •What will it mean to you? •Come find out Recharge In Atascadero Example Script: •Take a break •Stretch your legs •Play outside •Enjoy the little things •Recharge in Atascadero Thank You!