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HomeMy WebLinkAboutTBID_2016-07-19_AgendaPacket ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Tuesday, July 19, 2016 at 2:00 P.M. Atascadero City Hall - 6500 Palma Avenue, Club Room Atascadero, California CALL TO ORDER: OATHS OF OFFICE: 1. Administration of Oaths of Office – New Board Members Amar Sohi, Jiten Patel and Deana Alexander, with terms ending June 30, 2018, to be sworn in by Deputy City Clerk Lori Kudzma. ROLL CALL: Chairperson Tom O’Malley, Portola Inn Board Member Amar Sohi, Holiday Inn Express and Suites Board Member Deana Alexander, The Carlton Hotel Board Member Jiten Patel, Best Western Plus Colony Inn Board Member Lindsey Ridgeway, SpringHill Suites Marriott APPROVAL OF AGENDA: PUBLIC COMMENT: This portion of the meeting is reserved for persons wanting to address the Board on any matter not on this agenda and over which the Board has jurisdiction. Speakers are limited to three minutes. Please state your name for the record before making your presentation. The Board may take action to direct the staff to place a matter of business on a future agenda. A maximum of 30 minutes will be allowed for Public Comment, unless changed by the Board. A. CONSENT CALENDAR: 1. Advisory Board Draft Action Minutes – June 21, 2016 • Action: Board approve the Draft Action Minutes of June 21, 2016. [City Manager’s Office] B. BUSINESS ITEMS: 1. Election of Chairperson and Vice Chairperson for the Atascadero Tourism Business Improvement District • Recommendation: Advisory Board to elect one member to serve as Chairperson and elect one member to serve as Vice Chairperson for the TBID Advisory Board for the Atascadero Tourism Business Improvement District. • Fiscal Impact: None. 2. TBID Event Support: Development of TBID Event Support Application – Big Red Marketing • Recommendation: Review application. • Fiscal Impact (GL 2802): Up to $25,000 3. Cow Parade: Cow Location • Recommendation: Position cow downtown to maximize exposure. • Fiscal Impact: None 4. Discussion: ATBID Board Meeting Date • Recommendation: Consider moving regularly scheduled ATBID meeting. • Fiscal Impact: None C. PRESENTATION: 1. Digital Marketing 101: Social Media – Verdin D. UPDATES: 1. Visit SLO County TMD – JP Patel 2. Big Red Marketing Update – Amanda Diefenderfer 3. Visit Atascadero Website – Angelica Ottman 4. Short-Term Rentals – Amanda Diefenderfer 5. Deputy City Manager Update – Terrie Banish a. Marketing Update – Visitor Guide Results: Redemptions on the Charles Paddock Zoo Buy One Get one Free Ad! b. Event Update – Cruisin’ Weekend details: Registrations (where coming from) and Dancing in the Streets event; Brew at the Zoo demographic results. 6. Brown Act Requirements – Amanda Diefenderfer 7. Budget Report – Amanda Diefenderfer 8. Marketing Update – Verdin Marketing a. Verdin Marketing Monthly Report E. BOARD MEMBER COMMENTS F. ADJOURNMENT Atascadero Tourism Business Improvement District (ATBID) WELCOME TO THE ATBID MEETING The ATBID Advisory Board meets in regular session on the third Tuesday of each month at 2:00 p.m. Board meetings will be held at the Atascadero City Hall, 6500 Palma Avenue, Atascadero. Matters are considered by the Advisory Board in the order of the printed Agenda. Copies of the staff reports or other documentation relating to each item of business referred to on the Agenda are on file in the office of the City Clerk and are available for public inspection during City Hall business hours at the Atascadero City Hall, 6500 Palma Avenue, Atascadero, and on our website, www.atascadero.org. All documents submitted by the public during Advisory Board meetings that are either read into the record or referred to in their statement will be noted in the minutes and available for review in the City Clerk's office. In compliance with the Americans with Disabilities Act, if you need special assistance to participate in a City meeting or other services offered by this City, please contact the City Manager’s Office or the City Clerk’s Office, both at (805) 470-3400. Notification at least 48 hours prior to the meeting or time when services are needed will assist the City staff in assuring that reasonable arrangements can be made to provide accessibility to the meeting or service. TO SPEAK ON SUBJECTS NOT LISTED ON THE AGENDA Under the Agenda item, “PUBLIC COMMENT”, the Chairperson will call for anyone from the audience wishing to speak concerning any item not on the Agenda to approach the lectern and be recognized. 1. Give your name for the record (not required) 2. State the nature of your business. 3. All comments are limited to 3 minutes. 4. All comments should be made to the Chairperson and Advisory Board. 5. No person shall be permitted to make slanderous, profane or negative personal remarks concerning any other individual, absent or present. This is the time items not on the Agenda may be brought to the Advisory Board’s attention. A maximum of 30 minutes will be allowed for PUBLIC COMMENT (unless changed by the Advisory Board). If you wish to use a computer presentation to support your comments, you must notify the City Clerk's office at least 24 hours prior to the meeting. Digital presentations must be brought to the meeting on a USB drive or CD. You are required to submit to the City Clerk a printed copy of your presentation for the record. Please check in with the City Clerk before the meeting begins to announce your presence and turn in your printed copy. TO SPEAK ON AGENDA ITEMS (from Title 2, Chapter 1 of the Atascadero Municipal Code) Members of the audience may speak on any item on the agenda. The Chairperson will identify the subject, staff will give their report, and the Advisory Board will ask questions of staff. The Chairperson will announce when the public comment period is open and will request anyone interested to address the Advisory Board regarding the matter being considered to step up to the lectern. If you wish to speak for, against or comment in any way: 1. You must approach the lectern and be recognized by the Chairperson 2. Give your name (not required) 3. Make your statement 4. All comments should be made to the Chairperson and Advisory Board 5. No person shall be permitted to make slanderous, profane or negative personal remarks concerning any other individual, absent or present 6. All comments limited to 3 minutes The Chairperson will announce when the public comment period is closed, and thereafter, no further public comments will be heard by the Advisory Board. Atascadero TBID June 21, 2016 Page 1 of 4 ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT DRAFT ACTION MINUTES Tuesday, June 21, 2016 at 2:00 P.M. Atascadero City Hall - 6500 Palma Avenue, Club Room Atascadero, California CALL TO ORDER: The meeting was called to order at 2:07 p.m. and Board Member Patel was chosen to run the meeting. Present: Board Members Alexander, Patel and Ridgeway Absent: Chairperson O’Malley and Vice Chairperson Sohi Staff Present: Angelica Ottman of Big Red Marketing, Marketing Consultant Stephanie Goodwin, Deputy City Manager Terrie Banish and Deputy City Clerk Lori Kudzma APPROVAL OF AGENDA: MOTION: By Board Member Alexander and seconded by Board Member Ridgeway to approve the agenda. Motion passed 3:0 by a voice vote. PUBLIC COMMENT: None A. CONSENT CALENDAR 1. Advisory Board Draft Action Minutes – May 17, 2016 • Action: Board approve the Draft Action Minutes of May 17, 2016. [City Manager’s Office] MOTION: By Board Member Alexander and seconded by Board Member Ridgeway to approve the agenda. Motion passed 3:0 by a voice vote. Atascadero TBID June 21, 2016 Page 2 of 4 B. BUSINESS ITEMS 1. Cider Festival Recap – Presented by Solterra Strategies • Recommendation: Provide direction for event timing and enhancements in 2017 • Fiscal Impact (GL 2502): Up to $11,000 Stacie Jacobs and Hadley Sowerby of Solterra Strategies gave the presentation and answered questions from the Board. (Exhibit A) PUBLIC COMMENT: The following citizens spoke during Public Comment: Annie Weyrich Board Member Patel closed the PUBLIC COMMENT period. There was Board Consensus to move forward with the April 1st date for next year and to look into coordinating with other events happening in the City on that weekend. Deputy City Manager Banish shared a potential conflict with securing the Pavilion the weekend of April 1st. There was Board Consensus to research the weekend of March 26th as an alternative date. Stacie Jacobs from Solterra Strategies shared that size of the venue needed will be known once the number of participating producers is determined. 2. Advertising Opportunity: KGO on the Go Lifestyle Magazine • Recommendation: Decline advertising opportunity with KGO on the Go • Fiscal Impact (GL 2502): $2,500 - $17,500 Angelica Ottman of Big Red Marketing gave the presentation and answered questions from the Board. PUBLIC COMMENT: None MOTION: By Board Member Alexander and seconded by Board Member Ridgeway to decline the advertising opportunity with KGO on the GO Lifestyle Magazine. Motion passed 3:0 by a roll call vote. Atascadero TBID June 21, 2016 Page 3 of 4 3. TBID Event Support: Development of TBID Event Support Guidelines to Coincide with City Event Tier Categories – Discussion/ Presentation by Angelica Ottman & Terrie Banish • Recommendation: Accept and implement event support guidelines • Fiscal Impact (GL 2802): Up to $25,000 Angelica Ottman of Big Red Marketing and Deputy City Manager Banish gave the presentation and answered questions from the Board. PUBLIC COMMENT: None MOTION: By Board Member Ridgeway and seconded by Board Member Alexander to accept the guidelines and move forward with preparing an application packet. Motion passed 3:0 by a voice vote. 4. Discussion: ATBID Meeting Date • Recommendation: Consider moving regularly scheduled ATBID meeting to third Wednesday or Thursday of the month. • Fiscal Impact: None Deputy City Manager gave the presentation and answered questions from the Board. PUBLIC COMMENT: None There was Board Consensus to bring this item back to a future meeting, after a survey has been conducted of Board Member availability. D. UPDATES 1. Visit SLO County TMD – JP Patel Board Member Patel shared strategic planning updates for Visit SLO County and expressed concerns over Air BnB and the effect on lodging businesses. Speaking from the public: Annie Weyrich 2. Visit Atascadero Website – Angelica Ottman Angelica Ottman gave updates on the website – it’s ready to go – just need signatures to move forward. Atascadero TBID June 21, 2016 Page 4 of 4 Board Member Patel asked where the financial updates were and expressed that financials should be included in every agenda packet. 3. Deputy City Manager Update – Terrie Banish Deputy City Manager Banish gave updates on promotions, events, paddle boats, and the Zoo. 4. Marketing Update – Verdin Marketing Stephanie Goodwin from Verdin Marketing gave updates. There was a discussion regarding stats and tracking all the way to booking. There is a new brochure and the tents with questionnaires have been distributed to lodging businesses. E. BOARD MEMBER COMMENTS Board Member Patel shared Best Western Plus Colony Inn has a new general manager, Daniel Brewer. Speaking from the Public: Annie Weyrich Stephanie Goodwin from Verdin Marketing addressed the question regarding bounce rates. F. ADJOURNMENT Board Member Patel adjourned the meeting at 3:59 p.m. MINUTES PREPARED BY: ______________________________________ Lori M. Kudzma, Deputy City Clerk The following exhibits are available for review in the City Clerk’s office: Exhibit A – Central Coast Cider Festival 2016 Overview August 1, 2016 Dear Interested Organization, The Atascadero Tourism Business Improvement District (TBID) was established to promote Atascadero as an overnight destination. The mission of the Atascadero TBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of our local community partners to design events that attract visitors to Atascadero and would like to offer our support of those events that align themselves with the Visit Atascadero mission. A portion of the annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts. If you would like to be considered for support, please complete the following application. The application must be received by 5:00 p.m. on Friday, September 30, 2016 to request support from the Atascadero TBID. We strongly encourage you to apply within the time frame communicated; however, some applications may be considered outside this timeline. Unfortunately, we are unable to provide assistance for all events but please know each request will be considered thoroughly. In order to qualify for event sponsorship your organization must meet the following requirements or provide a three-year plan which details how you will ultimately meet these requirements: 1. Support the Visit Atascadero mission 2. Attract visitors from outside San Luis Obispo County 3. Encourage overnight stays of one night or more 4. Provide post-event metrics which show positive effect on Atascadero tourism In addition to these requirements we consider the following factors: 1. Will event be held during off-season or mid-week? 2. Is event new or existing? If existing, how was previously awarded money spent? 3. Three-year growth plan 4. Attendee demographics 5. Fiduciary responsibility Please submit application by email to Angelica Ottman at aott@bigredmktg.com in PDF format by 5:00 p.m. on Friday, September 30, 2016. You will receive a confirmation that we have received the application. We anticipate to have a final decision by November. Thank you, Angelica Ottman Atascadero Tourism Business Improvement District 2017 Event Support Application Form Requesting Organization: _______________________________________________ Contact: _________________________ Phone Number: _______________________ Email: ____________________________ Mailing Address: ____________________ City, State, Zip: ________________________________________________________ Name of Event: ________________________________________________________ Event Description: _____________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Event Dates/Times: _____________________________________________________ Event Website: ________________________________________________________ Total Anticipated Attendees: ________ % From Outside SLO County: ___________ Support Requested (desired monetary amount or in-kind marketing support): _______ ______________________________________________________________________ Additional Details: _____________________________________________________ ______________________________________________________________________ ______________________________________________________________________ Please feel free to attach additional information for consideration GL #Notes INCOME PROJECTIONS 2015/2016 PROJECTED INCOME 1100 2% BID Revenue July 2015 - June 2016 186,690.00$ Based on a 7% yoy growth 1200 Cash Rollover 87,500.00$ Based on spending $190,000 in 2015/2016 fiscal 1300 Investment Earnings -$ Total 274,190.00$ Expenses 2015/16 Budget Reference 2016/2017 Proposed budget % total budget 2100 Admin 5,000.00$ 2,750.00$ 1.00% 2101 City Admin Fees 1,866.90$ 2,000.00$ 2102 Office Expense 2,000.00$ 750.00$ 2200 Contracting Firm Fees 40,000.00$ 42,000.00$ 15.32% 2201 Big Red Marketing - Destination Manager 30,000.00$ 30,000.00$ 2202 Verdin Marketing - Marketing Firm 10,000.00$ 12,000.00$ Per approved scope of work at January 2016 board meeting 2300 Visual Assets 17,500.00$ 27,500.00$ 10.03% 2301 Photography & Video 7,500.00$ 7,500.00$ 2302 Creative Services - Verdin Scope 7,500.00$ 20,000.00$ Per approved scope of work at January 2016 board meeting and includes reactive creative 2400 Digital Marketing 50,000.00$ 62,300.00$ 22.72% 2401 Website Updates 30,000.00$ 38,000.00$ Includes budget for Clever Concepts Website Build and Verdin's updates throughout the year 2402 Social Media contest hard costs -$ 1,500.00$ 2403 Social Media/E-Newsletter/Constest Management 15,000.00$ 22,800.00$ Per approved scope of work at January 2016 board meeting 2500 Advertising 65,000.00$ 67,700.00$ 24.69% 2501 Planned Media Buys 1,500.00$ 47,700.00$ Per approved scope of work at January 2016 board meeting 2502 Reactive Advdertising & Co-Ops 17,000.00$ Could be with Visit SLO County or the Chamber of Commerce 2503 Verdin Media Retainer 3,000.00$ Per approved scope of work at January 2016 board meeting 2600 Public Relations 12,500.00$ 9,500.00$ 3.46% 2601 Group FAM 5,000.00$ 3,000.00$ 2602 Individual Itineraries 5,000.00$ 1,500.00$ 2603 PR Retainer -$ 5,000.00$ Per approved scope of work at January 2016 board meeting. $3500 planned and $1500 reactive 2700 Tour & Travel 10,000.00$ 3,000.00$ 1.09% 2701 CCTC Co Op Fams 4,500.00$ 1,500.00$ 2702 Visit CA Co Op Fams 4,500.00$ 1,500.00$ 2800 Consumer Outreach 65,000.00$ 27,500.00$ 10.03% 2801 Consumer Show Presence 5,000.00$ 2,500.00$ 2802 Event Support Program 50,000.00$ 25,000.00$ TOTAL EXPENSES 265,000.00$ 242,250.00$ 3001 Cash Reserves 28,250.00$ 10% of total budget Contingency 4001 Contingency Fund (unallocated)$3,690.00 TOTAL Budget $274,190.00 ATBID 2016/17 Proposed BUDGETED P&L City Object #GL #Notes INCOME PROJECTIONS July August September October November December January February March April May June 2015/2016 PROJECTED INCOME 1100 2% BID Revenue July 2015 - June 2016 77,439.35$ 52,104.52$ 46,918.23$ 176,462.10$ 183,030.00$ Adjusted based on EOY actual 1200 Cash Rollover 289,333.00$ 276,102.00$ Adjusted based on EOY actual 1300 Investment Earnings 2,690.00$ Total 459,132.00$ Revenue Projections TBID = $183,307 and Interest $2670 Expenses ACTUAL 2015/16 Budget Remaining Budget % total budget Categorical Contingency 2100 Admin 2,006.83$ 5,000.00$ 2,993.17$ 1.09%1,169.70$ 6900000 2101 City Admin Fees 25.27$ 762.08$ 488.40$ 1,275.75$ 1,830.30$ $554.55 6050000 2102 Office Expense 540.00$ 191.08$ 731.08$ 2,000.00$ $1,268.92 2200 Contracting Firm Fees 25,230.35$ 40,000.00$ 14,769.65$ 8.71%-$ 6500000 2201 Big Red Marketing - Destination Manager 2,500.00$ 2,500.00$ 5,000.00$ 2,500.00$ 2,500.00$ 9.35$ 2,500.00$ 17,509.35$ 30,000.00$ $12,490.65 6500000 2202 Verdin Marketing - Marketing Firm 826.00$ 765.00$ 809.00$ 768.00$ 821.00$ 773.00$ 792.00$ 1,066.00$ 101.00$ 1,000.00$ 7,721.00$ 10,000.00$ $2,279.00 2300 Marketing Plan 1,500.00$ 12,500.00$ 11,000.00$ 2.72%2,500.00$ 6500000 2301 Development and update 1,500.00$ 1,500.00$ 10,000.00$ $8,500.00 2400 Visual Assets 10,097.00$ 17,500.00$ 7,403.00$ 3.81%2,500.00$ 6500000 2401 Photography 405.00$ 405.00$ 7,500.00$ $7,095.00 6500000 2402 Creative Services - Verdin Scope 2,832.00$ 528.00$ 1,924.00$ 1,840.00$ 1,318.00$ 1,250.00$ 9,692.00$ 7,500.00$ ($2,192.00) 2403 Creative Services - Outside of Scope 3,319.00$ 213.61$ 1,423.50$ 274.00$ 2500 Digital Marketing 25,534.35$ 50,000.00$ 24,465.65$ 10.89%5,000.00$ 6500000 2501 Website Updates 352.00$ 961.00$ 686.00$ 500.00$ 572.00$ 429.00$ 7,489.00$ 607.40$ 184.95$ 11,781.35$ 30,000.00$ $18,218.65 6500000 2502 Social Media 740.00$ 1,506.00$ 1,498.00$ 1,758.00$ 1,387.00$ 1,392.00$ 1,403.00$ 1,315.00$ 1,379.00$ 1,375.00$ 13,753.00$ 15,000.00$ $1,247.00 To include budget for boosted activity and $12000 for retainer 2600 Advertising 44,823.50$ 65,000.00$ 20,176.50$ 14.16%3,500.00$ 6070000 2601 Print -$ 1,500.00$ $1,500.00 6070000 2602 Digital 195.00$ 304.00$ 54.00$ 780.00$ 5,541.00$ 3,571.00$ 11,574.00$ 3,300.00$ 6,500.00$ 31,819.00$ 26,000.00$ ($5,819.00) 6070000 2603 Reactive Advertising 687.50$ 4,233.50$ 7,500.00$ 583.50$ 13,004.50$ 34,000.00$ $20,995.50 2700 Public Relations 7,324.00$ 12,500.00$ 5,176.00$ 2.72%1,000.00$ 6500000 2701 Group FAM 1,025.00$ 1,025.00$ 5,000.00$ $3,975.00 Includes $3000 retainer and $2000 hard costs 6500000 2702 Individual Itineraries -$ 5,000.00$ $5,000.00 Includes $3000 retainer and $2000 hard costs 6500000 2703 Wire Fees -$ 1,500.00$ $1,500.00 6500000 2704 Firm Fees 146.00$ 167.00$ 1,657.00$ 642.00$ 28.00$ 1,269.00$ 890.00$ 456.00$ 1,044.00$ 6,299.00$ -$ ($6,299.00) 2800 Tour & Travel -$ 10,000.00$ 10,000.00$ 2.18%1,000.00$ 6500000 2801 CCTC Co Op Fams -$ 4,500.00$ $4,500.00 6500000 2802 Visit CA Co Op Fams -$ 4,500.00$ $4,500.00 2900 Consumer Outreach 38,956.37$ 65,000.00$ 26,043.63$ 14.16%3,500.00$ 6500000 2901 Consumer Show Presence 5,000.00$ 5,000.00$ 5,000.00$ $0.00 50% of Savor the Central Coast Sponsorshihp 6500000 2902 Consumer Event Support 708.00$ 4,323.66$ 3,341.15$ 76.56$ 10.00$ 8,459.37$ 5,000.00$ ($3,459.37) 50% of anticipate Savor the Central Coast costs 6900000 2903 Event Support Program 1,000.00$ 17,000.00$ 3,000.00$ 21,000.00$ 50,000.00$ $29,000.00 6500000 2904 Email Marketing 1,097.00$ 846.00$ 538.00$ 504.00$ 514.00$ 498.00$ 500.00$ 4,497.00$ 1,500.00$ ($2,997.00) TOTAL EXPENSES 7,772.00$ 9,456.66$ 9,164.92$ 15,203.56$ 8,491.00$ 12,775.69$ 18,597.00$ 17,628.00$ 40,078.75$ 21,349.98$ 155,472.40$ 277,500.00$ 4001 Cash Reserves 45,913.20$ 10.00% Contingency 5001 Contingency Fund (unallocated)$135,718.80 TOTAL Budget $459,132.00 ATBID 2015/16 BUDGETED P&L City of Atascadero Tourism Report Transient Occupancy Tax Revenues Jul-Sep Oct-Dec Jan-Mar Apr-Jun 1ST QTR 2ND QTR 3RD QTR 4TH QTR TOTAL Fiscal Year 2014 254,557.46$ 158,389.32$ 134,033.44$ 232,385.37$ 779,365.59$ Fiscal Year 2015 262,246.00$ 171,527.07$ 204,920.33$ 261,362.41$ 900,055.81$ Fiscal Year 2016 387,196.75$ 260,522.61$ 234,591.13$ t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM JUNE STAT SUMMARY ATASCADERO TBID July 11, 2016 WEB ANALYTICS (2015 V.2016) WEBSITE TRAFFIC Website Visits: 3,341 v. 8,986 Mobile Visits: 976 v. 5,724 Desktop Visits: 2,028 v. 2,707 Total Unique Visitors: 2,925 v. 7,251 PPV (Page Per Visit): 2.23 v. 1.55 TOS (Time on Site): 1:19 v. 0:50 Bounce Rate: 59.35% v. 75.95% ACQUISITION Total Traffic to Site: 8,986 Direct: 910 v. 2,561 Organic: 1,599 v. 2,504 Referral: 822 v. 2,187 Social: 10 v. 1,622 Other: 0 v. 112 PAGE VIEWS Home Page: 2,298 v. 3,954 Lodging: 221 v. 473 GEOGRAPHIC REFERRALS San Francisco: 293 v. 1,222 Los Angeles: 186 v. 661 Atascadero: 392 v. 558 Bakersfield: 52 v. 433 San Jose: 28 v. 343 SOCIAL MEDIA ANALYTICS (MAY V. JUNE) TOP REFERRING URLS lm.facebook.com: 1,426 adspreview.simpli.fi: 1,014 atascadero.org: 366 westads.simpli.fi: 143 eastads.simpli.fi: 125 SOCIAL MEDIA Facebook Fans: 4,676 v. 4,695 Facebook Referrals: 2,374 v. 1,620 Total Impressions: 201,091 v. 162,400 Engagement Rate: 6% v. 6% New Instagram Followers: +34 Instagram Followers YTD: 330 Instagram Referrals: NA v. 1 New Twitter Followers: 10 v. 12 Twitter Mentions: 4 v. 3 Twitter Referrals: 2 v. 0 Retweets: 3 v. 2 t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 2 ADVERTISING ANALYTICS FACEBOOK The two carrousel ads launched in May continued in June. Each had the same “Welcome to Atascadero” theme with similar images and headlines, but targeted different geographic areas and audiences. The results were in line with May results, with slight variations in engagement on different images. Carousel Ad 1 The first ad targeted young families (adults 24-40) in the Central Valley. Four images were featured, each with a different headline. The results are below. General clicking without clicking on specific link: 2,562 “Welcome to perfect nights…” photo of little boy by fire: 1,324 clicks “Welcome to mouthwatering tastes…” photo of Street Side Ale House burger: 508 clicks “Welcome to unstoppable smiles…” photo of little girl laughing: 14 clicks “Welcome to Atascadero.” photo of City Hall: 11 clicks Total Impressions: 102,628 Clicks: 2,562 CTR: 2.55% Carousel Ad 2 The second ad targeted young families (adults 24-40) living in and around the San Jose area. Four images were featured, each with a different headline. The results are below. General clicking without clicking on specific link: 2,417 clicks “Welcome to family time…” photo of family by the fire: 700 clicks “Welcome to crisp, crafted ciders…” photo of Bristol’s cider: 415 clicks “Welcome to happy trails...” photo of dad pushing boy on bike: 161 clicks “Welcome to Atascadero.” photo of City Hall: 2 clicks Total Impressions: 79,146 Clicks: 2,417 CTR: 3.05 % Facebook totals for June (including all campaigns and posts) Total Impressions: 194,331 Clicks: 6,129 CTR: 3.15% TRIP ADVISOR Trip Advisor ads focused on the “Welcome” theme. The campaign improved slightly (+17%) over the May results, due to more users being on the Trip Advisor platform during the summer months. The results are as follows: Total Impressions: 74,871 Total Clicks: 90 CTR: .12% t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 3 METRICS GLOSSARY DEFINITIONS OF KEY DIGITAL & SOCIAL MEDIA METRICS Last updated February 2016 WEBSITES Sessions/Website Visits: A session is a group of interactions that take place on your website within a given time frame. For example, a single session can contain multiple screen or page views, events, social interactions, and e-commerce transactions. A single user can be responsible for multiple sessions, which may span days, weeks or months. A session ends based on two methods: time-based expiration (either thirty minutes of inactivity or the arrival of midnight local time), or a campaign change (if a user arrives via one campaign, leaves, then comes back via a separate campaign. Users/Unique Visitors: The number of unique visitors to your site determined by individual IP address, including new and returning users. PPS/PPV (Pages Per Session/Visit): The average number of pages viewed during a session on your website. Repeated views of a single page are counted. TOS (Time On Site): The average length of visitors’ sessions on your website. Bounce Rate: The percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page, regardless of time spent on that page). There are a number of factors that contribute to a high bounce rate. For example, users might leave your site from the entrance page if there are site design or usability issues. Alternatively, users might also leave the site after viewing a single page if they've found the information they need on that one page, and had no need or interest in going to other pages. Geographic Referrals: The top five locations from which the data originated. Acquisition – Social Media: The traffic to your site that came from a social media network. Acquisition – Direct: Direct traffic is counted as any time Google Analytics cannot determine another referrer. (Clicking a link from an email or PDF, access from a shortened URL, clicking from a mobile social media app, etc.) Whether or not a session is counted as direct depends on the application/program they are using. E -NEWSLETTER ANALYTICS The June e-newsletter went out on June 10 and is performing well. We created a summer itinerary that listed a variety of activities for visitors, as well as highlighted the Summer Concert Series and City Hall tours. 2,187 Recipients 15.3% Open Rate (Industry Average is 16.2%) 1.8% Click Through Rate (Industry Average is 1.8%) t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 4 Acquisition – Organic: The traffic that comes to your website from unpaid search results (i.e. searching “Atascadero” in Google.) Acquisition – Referral: The traffic that comes to your site from sources outside of Google. When someone clicks on a hyperlink to go to a new page on a different website, it is a referral visit. SOCIAL MEDIA Likes: The total number of individual Facebook users who have “liked” your page. This number does not factor in users who have deleted or suspended their accounts after “liking” your page, nor does it include users that have become deceased after “liking” your page. Reach: The number of individual users to whom content associated with your page is displayed. Engagement Rate: The percentage of users who were served your content that liked, shared, clicked or commented on it. Referrals: Visits to your website that originate from a source outside of a search engine or direct URL input (i.e. Facebook, Twitter, TripAdvisor, email blast, etc.). DIGITAL ADVERTISING Total clicks: Numeric value assigned to the number of times an advertisement was clicked. While tracking users who follow ads to a landing page is important, engagement for some businesses is more important. Please note, some types of ads, like video or cinemagraphs, have the goal of engaging or entertaining a user while building brand awareness rather than to have them click on the ad. In this case, lower clicks and a lower click through rate is expected and not an indication of poor performance. Impressions: The number of times an advertisement is served. For most digital advertising, the number of impressions is the element that is paid for or guaranteed based on budget. Click Through Rate: Percentage of users who were served your advertisement that clicked through to the advertiser’s website. Whereas total clicks is just the numeric value of the number of times an ad is clicked, the click through rate (CTR) is the percentage calculated in relationship to the number of impressions [CTR= (click/impressions) x 100]. CTRs do not always reflect the whole story, because if a user was influenced to learn more about the advertising message because they saw the ad but didn’t click on the ad itself, the campaign does not get credit for generating that lead. View Through Totals or Percentages: How many users (or what percentage of users, depending on vendor preferences) were served an ad and went to visit the website within a few days or weeks. These numbers can only be captured when a tracking pixel or UTM code is embedded into a website with correspondingly embedded ads. Engagement rates: Usually reflect any activity surrounding a digital ad, such as hovering, replaying a video, sharing, liking, or commenting. While not available from all vendors, engagement rates are helpful when tracking digital ad performance. A NOTE ON MOBILE ADS WITHIN APPS: The vast majority of smart phone users see ads within their favorite apps. Those app vendors (Pandora, Facebook, Trip Advisor) provide certified performance reports, but they often are not reflected in website stats, particularly when using Google Analytics. Google Analytics (GA) is an excellent tool for website optimization, such as tracking site page visits, link activity, and some traffic sources, but it is not accurate when it comes to t (805) 541-9005 f (805) 541-9007 3580 Sacramento Drive #110, San Luis Obispo, CA 93401 VERDINMARKETING.COM 5 advertising tracking. Business owners who use GA to track ad campaigns need to know it’s not uncommon for GA to under report web advertising by 20%-30%,, and by 50%-90% for mobile in-app advertising. This miscalculation can be confusing when compared to the vendor-reported success of an ad campaign. This is an industry-wide issue and the following are recommended to ensure accurate reporting: • Don’t rely on Google Analytics to determine your digital advertising campaign’s success. • Use UTM codes and Tracking pixels whenever possible and have a website expert install them. • Partner with reputable vendors whose tracking has been accredited by the Interactive Advertising Bureau (IAB) and trust their reports. DIGITAL MEDIA BENCHMARKS • Generally, the overall banner display ad click through rate average is .06% to .08%. • Rich media (meaning animated, video or other more engaging ads) average CTR is .15% to .22%. • Pandora tends to have a higher CTR than traditional banner ads when the correct targeting is in place. Pandora will normally have between .30% and 1% CTRs, but variations are standard in the industry. • Within Facebook, paid advertising has the highest CTR normally, assuming quality content, of 1.2% to 1.5%. Promoted or Boosted posts traditionally show lower numbers, with an average CTR of .5% to .8%. • Facebook drives 23% of all website traffic and continues to be one of the best platforms for a strong ROI. It accounts for 18% of all digital advertising across all platforms in all countries. • Open rates of email blasts and newsletters vary dramatically based on industry, with the highest (29% and over) going to personal hobbies and entertainment-based industries and as low as 15% to 17% for some medical- or insurance-based industries. Most experts report 10% to 15% as the average CTOR (click to open rate). Average click through rates from content to website are 4.8% to 1.5%.