City of Kingston Information Report to Council Report Number 20-125
To: Mayor and Members of Council From: Lanie Hurdle, Chief Administrative Officer Resource Staff: Not applicable Date of Meeting: April 21, 2020 Subject: Quarterly Report: Tourism Kingston – Q1 2020
Council Strategic Plan Alignment:
Theme: Regulatory & compliance
Goal: See above
Executive Summary:
In accordance with the Service Level Agreement entered into between the City of Kingston and Tourism Kingston (Report to Council 16-325), the attached report (Exhibit A) provides detailed reporting on Q1 2020 for Tourism Kingston. Section 2.0 “Transparency, Reporting and Accountability” of the Service Level Agreement indicates “Tourism Kingston will be accountable to the Council of the City of Kingston in the performance of the activities and services provided in accordance with the provisions of this Agreement and/or as determined in the approved annual operating budget.” Specific direction to Tourism Kingston on reporting is included in Section 2.3 which reads in part:
“2.3 Tourism Kingston shall communicate with the City as follows:
a) Annually, by way of the draft budget, annual work plan and Tourism Kingston’s Strategic Plan as updated to reflect the priorities of City Council;
b) Annually, by way of the Annual Financial Report as required by Clause 4.6 of this Agreement;
c) Quarterly, by way of Activity Reports to demonstrate the progress of Tourism Kingston in achieving its Strategic Plan and the impact of Tourism Kingston’s actions and programs on the key performance measures of tourism as set out in Appendix B of this Information Report to Council Report Number 20-125
April 21, 2020
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Agreement. The Quarterly Reports shall form the basis of an Annual Year in Review Report to Council. All Activity Reports shall be publicly accessible”…
The attached report is provided in fulfillment of the quarterly reporting requirement noted above.
Recommendation:
This report is for information only. Information Report to Council Report Number 20-125
April 21, 2020
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Authorizing Signatures:
Lanie Hurdle, Chief Administrative Officer
Consultation with the following Members of the Corporate Management Team:
Paige Agnew, Commissioner, Community Services Not required
Peter Huigenbos, Commissioner, Business, Environment & Projects Not required
Brad Joyce, Acting Commissioner, Corporate Services Not required
Jim Keech, President & CEO, Utilities Kingston Not required
Desirée Kennedy, Chief Financial Officer & City Treasurer Not required
Sheila Kidd, Commissioner, Transportation & Public Works Not required Information Report to Council Report Number 20-125
April 21, 2020
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Options/Discussion:
Exhibit A to this report provides an activity report from Tourism Kingston (TK) on results for Q1 2020.
Looking forward, TK will be focused on operating cost reduction strategies in order to maximize marketing funds to address tourism recovery efforts post-COVID-19. As a result of the COVID- 19 pandemic, tourism activity has ceased. On April 7, 2020, Council approved a transfer of up to $700K to be transferred from the Municipal Accommodation Tax (MAT) Development Fund (Report Number 20-107) as needed to offset anticipated revenue shortfalls from MAT. TK has recognized the impact to the Kingston market has developed a recovery plan including promotional activities, local and regional initiatives to maintain Kingston as a destination market.
Existing Policy/By-Law:
Report to Council 16-325 dated October 4, 2016
Notice Provisions:
None
Accessibility Considerations:
None
Financial Considerations:
Section 4 of the Service Level Agreement relates to financial operations and provides clear parameters on funding to Tourism Kingston to undertake its core activities.
Contacts:
Lanie Hurdle, Chief Administrative Officer 613-546-4291 extension 1231
Other City of Kingston Staff Consulted:
None
Exhibits Attached:
Exhibit A – Q1 2020 Tourism Kingston report to Council
Exhibit A to Report Number 20-125
April 8, 2020
Attn: Lanie Hurdle Chief Administrative Officer City of Kingston 216 Ontario Street Kingston, ON K7L2Z3
RE: Tourism Kingston Q1 2020 Report
Please find attached our summary report on the activities undertaken by Tourism Kingston for Q1: the period of January through March 2020.
Outlined in the Service Level Agreement with the City of Kingston, Tourism Kingston will work cooperatively and collaboratively with the City, other levels of government, partner organizations and other tourism stakeholders in developing products and services that will attract visitors ensure longer stays and increase spending. The core tourism activities . ill align ith Tourism Kingston s Integrated Destination Strateg and Council s Strategic Priorities.
We are pleased to deliver our first quarter activity measures within each of the six portfolios.
We look forward to our continued work together. If you have any questions or require clarification on our activities or outputs, please do not hesitate to contact me.
Yours truly,
Megan Knott Executive Director Tourism Kingston
Exhibit A to Report Number 20-125
EXECUTIVE SUMMARY
Tourism Kingston had a very strong start to 2020. Tourism Kingston made organizational changes to become more competitive as a DMO. The first was the Meetings and Conferences portfolio now has a full-time dedicated sales staff. In addition, Travel Trade also has a dedicated sales staff.
Together these portfolios can now grow business in the areas of cruising, air carriers, wellness tourism, sport conferences and heading up a conference feasibility study. The Visitor Information Centre began an interior renovation; with the goal to be more customer service focused and improve the use of technology to execute. This project has a 30 day turn around (post COVID).
The Brier was very successful from all partner perspectives; however, the Sport and Wellness portfolio has made adjustments to focus on more smaller scale events that happen more frequently.
The Film Office
During the traditionally slow January to March period, the Kingston Film Office stimulated production by supporting 15 local companies on the creation of new music videos. All told, more than 200 members of the community were involved in this initiative, which was to culminate in a packed 500-person screening at the 20th anniversary Kingston Canadian Film Festival. Similarl , the Film Office lead both Queen s Film & Media and the KCFF to partnerships with the Telefilm Talent Fund Program, wherein filmmakers compete for $150,000 towards the creation of a first feature film. More than a dozen applications were received, and 4 top nominations from Kingston have entered the national competition.
The Kingston Film Office and Tourism Kingston were actively working with the City of Kingston and Correctional Service Canada towards increased access to the Kingston Penitentiary. Two major multi-month productions were under serious negotiation when the COVID-19 situation escalated.
The Film Office was forced to cancel multiple guests, scouts, workshops and events planned in conjunction with the 20th anniversary Kingston Canadian Film Festival. Exhibit A to Report Number 20-125
However, film and television production is one of the first sectors expected to rebound strong following the current situation.
Travel Trade
A Travel Trade Specialist was hired to leverage the potential of the Travel Trade markets and focuses on building relationships with all stakeholders and clients. The first significant connection was made with Viking Cruises to discuss potential itineraries in Kingston through their Great Lakes cruises. The airport was leveraged through FlyGTA Group to increase group and FIT itineraries that include Kingston. An agreement was also reached with the City of Kingston to increase designated motor coach parking in the downtown, allowing Tourism Kingston to sell Kingston as a market-ready destination. As sales missions and tradeshows were cancelled in March, virtual meetings and phone call were organized to offer support and prepare for a strong recovery in the Travel Trade sector.
Meetings and Conferences
Tourism Kingston traveled to one industry conference and one industry tradeshow to showcase Kingston. Staff attended the Canadian Society of Association Executives (CSAE) Winter Summit and they led a group of 6 partners at the Tête-à-tête Tradeshow in Ottawa. These events offered Tourism Kingston and community partners the opportunity to network with key prospects and market Kingston as a destination for meetings and conferences. In addition to these events, a new Meetings and Conference Specialist was hired with a specific focus on selling Kingston to the events industry.
Sport and Wellness
Sport Tourism started Q1 hosting a very successful 2020 Tim Hortons Brier. The event will be quantified via an economic impact study produced by Canadian Sport Tourism Alliance (CSTA). This report should be available within 90 days of the event. Historically, the Tim Hortons Brier has brought $11-$15M of economic impact to a host community. Fortunately, the event concluded in Kingston before COVID-19 became a serious public health issue. Tourism Kingston was also advised that they have been awarded the 2020/2021 Ontario Cross Country Championships. Although it is uncertain if the 2020 championships will be postponed or cancelled, Athletics Ontario has confirmed that if it is, this event will be held consecutively for 2021 and 2022. Sport Tourism is putting together two bids, one for 2022/2023/2024 National Open Judo Exhibit A to Report Number 20-125
Championships as well as the 2022/2023 Canada Soccer Toyota National Championships.
Visitor Information Centre.
During Q1, the Visitor Information Centre had a record number of visitors and sales thanks primarily to the Brier. The addition of locally made curling focused items as well as the Kingston Curls scarves ere a definite boost as over 400 were sold. The 2020 partnership program has been launched and will be adjusted post-COVID. The VIC also began its renovation which included a move into the marina office as a temporary home. Construction of the VIC is currently on hold until further notice. The VIC staff will continue to work on a strategy for reopening in Q2 in order to continue with what has been a great start to the year.
Marketing
The first quarter of 2020 was quite strong overall. Campaigns launched in Q1 include 2020 Tim Hortons Brier ticket sales, Family Day, and Kingston Canadian Film Festival, which unfortunately was cancelled mid-event due to the COVID-19 pandemic. Tourism Kingston played a key role in the animation of the 2020 Tim Hortons Brier, leading the development of collateral that unified the downtown core. January through to the first week of March, website sessions and operator referrals were up year over year 15.22% and 18.73% respectively.
In mid-March, we went dark on paid advertising, switched to evergreen content on our website, and removed events listings due to COVID-19. This has had a significant impact on website traffic and ad impressions. To support the community, we launched a campaign dedicated to retail and food services available during the state of emergency, a series of maker takeovers on the Visit Kingston Instagram, and Kingston experiences at home (virtual museum exhibits, streaming, music, Kingston authors) with a small promotional budget.
Exhibit A to Report Number 20-125
Tourism Kingston Financial Summary For the Three Months Ending March 31, 2020
Total Budget Q1 Q2 Q3 Q4
Budget Actuals Variance Budget Actuals Variance Budget Actuals Variance Budget Actuals Variance
Revenue Municipal Funding $ 1,387,410 $ 346,853 $ 346,853 -$ 1 $ 346,853 $ - $ 346,853 $ 346,853 $ - $ 346,853 $ 346,853 $ - $ 346,853 Other Revenue KAP Contribution 1,455,000 363,750 423,750 - 60,000 363,750 - 363,750 363,750 - 363,750 363,750 - 363,750 VIC Sales & Commissions: Resale 50,000 12,500 13,754 - 1,254 12,500 - 12,500 12,500 - 12,500 12,500 - 12,500 Consignment revenue 5,000 1,250 1,189 61 1,250 - 1,250 1,250 - 1,250 1,250 - 1,250 Ticket sales & other revenue 44,209 11,052 - 11,052 11,052 - 11,052 11,052 - 11,052 11,052 - 11,052 Brochure racking 20,000 5,000 2,503 2,497 5,000 - 5,000 5,000 - 5,000 5,000 - 5,000 Kingston Pen Fund 187,500 46,875 250,000 - 203,125 46,875 - 46,875 46,875 - 46,875 46,875 - 46,875 Film Revenue 30,000 7,500 - 7,500 7,500 - 7,500 7,500 - 7,500 7,500 - 7,500 Meetings & Conferences Revenue 2,500 625 1,500 - 875 625 - 625 625 - 625 625 - 625 Sport Revenue 2,500 625 2,205 - 1,580 625 - 625 625 - 625 625 - 625 Other Funding 47,500 11,875 - 11,875 11,875 - 11,875 11,875 - 11,875 11,875 - 11,875 Brier Funding 245,000 61,250 462,585 - 401,335 61,250 - 61,250 61,250 - 61,250 61,250 - 61,250 Total Revenue 3,476,619 869,155 1,504,339 - 635,184 869,155 - 869,155 869,155 - 869,155 869,155 - 869,155
Expenditures Wages & Benefits 1,061,270 265,318 240,706 24,612 265,318 - 265,318 265,318 - 265,318 265,318 - 265,318 Other Administrative Expenses 225,000 56,250 39,715 16,535 56,250 - 56,250 56,250 - 56,250 56,250 - 56,250 Project Expenses Marketing Digital Content Media Relations 988,713 247,178 208,000 39,178 247,178 - 247,178 247,178 - 247,178 247,178 - 247,178 Kingston Pen Fund 187,500 46,875 - 46,875 46,875 - 46,875 46,875 - 46,875 46,875 - 46,875 Meetings & Conferences 60,225 15,056 17,128 - 2,072 15,056 - 15,056 15,056 - 15,056 15,056 - 15,056 Travel Trade 59,300 14,825 8,464 6,361 14,825 - 14,825 14,825 - 14,825 14,825 - 14,825 Sport Tourism 251,050 62,762 43,343 19,419 62,763 - 62,763 62,763 - 62,763 62,763 - 62,763 Film Kingston 143,233 35,808 24,870 10,938 35,808 - 35,808 35,808 - 35,808 35,808 - 35,808 Visitor Services 98,550 24,638 12,816 11,822 24,638 - 24,638 24,638 - 24,638 24,638 - 24,638 Sport Development Fund 75,000 18,750 95,542 - 76,792 18,750 - 18,750 18,750 - 18,750 18,750 - 18,750 Brier Expenses 245,000 61,250 486,793 - 425,543 61,250 - 61,250 61,250 - 61,250 61,250 - 61,250 MC/TT Incentive Fund 61,778 15,445 23,600 - 8,155 15,445 - 15,445 15,445 - 15,445 15,445 - 15,445 Transient Bus Parking 20,000 5,000 - 5,000 5,000 - 5,000 5,000 - 5,000 5,000 - 5,000 Total Expenditures 3,476,619 869,155 1,200,977 - 331,822 869,155 - 869,155 869,155 - 869,155 869,155 - 869,155
Surplus/(Deficit) - 0 303,362 - 303,362 ------Exhibit A to Report Number 20-125
Market Sector Performance 2020 Stats with Results
Meetings and Conferences 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Number of bids submitted 30 8 8 27% Tentative room nights 1,000 773 773 77.30% Number of bids won 18 6 6 33.33% Definite Room Nights 750 542 542 72.27% *Tentative = prospect converts to a business opportunity for the partners to respond to **Leads = qualified tour operator that has interest for Kingston and shared with partners ***Referrals = partner services requested by a tour operator
Travel Trade 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Number of leads 162 3 3 2% Number of referrals 675 15 15 2% Number of Prospects Contacted 1200 48 48 4% *Majority of leads come in Q2+Q4, majority of referrals come in Q3+Q4 **Leads = qualified prospect that has interest for Kingston and shared with partners ***Referrals = partner services requested by a prospect **** Prospects = qualified clients with high probability of producing leads. Added due to COVID-19 situation.
Sport Tourism - Bidding 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Number of bids prospected 25 6 6 24% Tentative Room Nights 10,000 675 675 7% Number of bids submitted 10 1 1 10% Number of bids won 5 2 2 40% Definite Room Nights 7,500 888 888 12% Participants* 25,000 5,336 5,336 21% *Tentative = prospect converts to a business opportunity for the partners to respond to
Kingston Film Office Productions (Tentative)* 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Tier 1 (7+ days) 4 5 5 125% Tier 2 (overnight to 1 week) 25 33 33 132% Tier 3 (single day) 60 14 14 23% Productions (Actual)** 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Tier 1 (7+ days) 2 0 0 0% Tier 2 (overnight to 1 week) 15 15 15 100% Tier 3 (single day) 50 14 14 28% Local Productions (within 100km) 50 26 26 52% Non Local Productions (>100km travel) 17 4 4 24% Workshops/Events 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Events 8 5 5 63% Participants 200 330 330 165% Scout Tours 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Tours 20 3 3 15% Participants 50 10 10 20% *Based on Date that Negotiations Began (NOT actual Production Date) **Based on Actual Production Dates. Includes Festivals ***No Workshops Scheduled from June-Sept (Focus on productions during peak months)
Marketing and Communications 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Website Session 1,000,000 182,800 182,800 18% Website Pageviews 1,400,000 282,800 Referrals to Partners (web+phone) 225,000 38,749 38,749 3% Advertising Impressions 80,000,000 14,079,882 Social Media Link Clicks 300,000 76,648 76,648 34% Social Media Engagements 400,000 209,051 209,051 70% Social Media Impressions 25,000,000 9,122,576 9,122,576 2281% Total Followers 85,000 76,901 76,901 0% Earned Media* 450 127 127 0% *Began tracking on May 20th, 2019
Visitor Information Centre (VIC) 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Number of VIC Visitors 151,000 7,250 7,250 5% Tour Bus Passengers 70,000 1,940 1,940 3% Cruise Ship Passengers 1,200 0 0 0%
VIC Sales 2020 Goal 2020 Q1 2020 Q2 2020 Q3 2020 Q4 2020 Result % Goal Actual Retail $50,000 $16,280 $16,280 33% Commissions- attraction tickets* $44,209 $503 $503 1% Commissions- Retail $5,000 $1,189 $1,189 24% Partnership - Brochure Racking $20,000 $2,000 $2,000 10% Total Sales $119,209 $19,973 $0 $0 $0 $19,973 17% *Q3 ticket sales to be reported in Q4 Exhibit A to Report Number 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
OVERVIEW The big picture of our digital activity this month.
WEB SESSIONS TOTAL LEADS 62.7K 9,209 2.1% 2.0%
5,091,989 78,683 30,882 -49.3% -42.7% -23.0%
TOTAL IMPRESSIONS TOTAL ENGAGEMENTS TOTAL CLICKS
Impressions, Engagements, and Clicks include all digital activity: organic & paid social, Google Ads, & YouTube Page 1 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
Website Our website tra c has remained steady YoY this January with a slight increase in overall leads.
Calls to hotels saw an increase YoY while other lead generations decreased. The top referrals were: Downtown Kingston Events, The Miss Bao website, Kingston Food Tours, Downtown Kingston Events - Feb Fest, and Wonderland Kingston. The most heavily tra cked pages derived from non-paid activity included Miss Bao article, Events, Guide to Feb Fest 2020, Kingston Today, and 25 things to do February. The 25-34 age group accounted for 36% of hotel leads compared to only 23% last month. Our website audience and operator leads remained relatively the same with the majority of our audience coming from millennials in the 24-34 age group.
Paid Digital Total impressions for January were 5M and showed a decrease YoY. Our spending in January was also 10% less than the previous year. We expect to see these numbers increase during February as the bulk of our Family Day, Brier, and KCFF campaigns will be in market. This was also in uenced by increasing costs on YouTube. This is especially true when targeting more niche audiences such as families and parents which is who the majority of our GDN ads are targeting during January with Family Day and Feb Fest content.
Our promoted content on Facebook continues to produce high CTRs. Our best performing editorial piece in January was Metalworks with a 6.16% CTR. Our editorial boosts had an average CTR of 2.37% which is well above industry benchmarks.
Email The consumer newsletter experienced a jump in open rate from 17% to 30% open rate for January with clicks remaining high at just under 500 total. The industry newsletter had a similar open rate but experienced a decrease in clicks from the previous month.
Social Organic social impressions remained steady month over month. We are experiencing decreasing impressions and reach (which is a platform-wide phenomenon), however, we are experiencing signi cantly less decline than industry average. Our contests continue to drive some of the highest impressions and engagements for our organic posts.
Beyond contest posts, organic content pieces which received the most engagement in January were: Miss Bao post, Hochelaga Inn image, Froid'Art post, Kingston Alleyways image, and FebFest photo.
Paid Search Our YoY conversion volume is up 58% and the CTR on ads is up by 94% YoY. Like other digital networks, we are seeing a cost increase as our average CPC increased by 159% YoY. We have many more highlighted event campaigns in market this year, contributing to a much higher click- through-rate but also an increase in cost-per-click as we are entering more competitive search auctions.
SEO Our search engine optimization is working incredibly hard for us and producing fantastic YoY results. Organic Tra c is up 15%, organic share is up 5.2%, and search impressions are up 36%.
Upcoming Campaigns: Family Day - in market FebFest - in market Brier - in market KCFF - February/March Corks & Forks – March/April Frontenac County culinary partnership – April/May Cycling – May/June Skeleton Park Arts Festival – May/June Page 2 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
CONSUMPTION GLOSSARY OF TERMS Is our content marketing working? SESSIONS # of times your site was visited. 150K
USERS # of people who visited your site. 100K
PAGE VIEWS # of pages that have been viewed on 50K your site.
0 % RETURN VISITORS Feb 2019 Apr 2019 Jun 2019 Aug 2019 Oct 2019 Dec 2019 % of user who have visited your site Mar 2019 May 2019 Jul 2019 Sep 2019 Nov 2019 Jan 2020 more than once. Sessions Sessions (previous year) * All percent change is Year Over Year
SESSIONS USERS PAGE VIEWS 62.7K 50.9K 97.2K 2.1% 4.6% -2.4%
RETENTION 31.05% Are users coming back and consuming our content? % RETURN VISITORS
LEAD GENERATION Are users converting online?
OPERATORS HOTELS
8,767 80 333 29 4.3% 17.6% -37.3% 31.8%
WEB REFERRALS CLICKS TO CALL WEB REFERRALS CLICKS TO CALL Page 3 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
GLOSSARY OF TERMS CONSUMPTION USERS USERS How is our audience using our site? 50,899 # of people who visited your site.
100K AVG. TIME ON SITE Average time spent on site during one session. 75K PAGES/SESSION 50K Average # of pages viewed per session.
25K AVG. TIME ON PAGE Average time spent on a single page. 0 Feb 2019 Apr 2019 Jun 2019 Aug 2019 Oct 2019 Dec 2019 IMPRESSIONS Mar 2019 May 2019 Jul 2019 Sep 2019 Nov 2019 Jan 2020 The number of times your content was served to users on Twitter & Users Users (previous year) Facebook.
ENGAGEMENTS The total number of engagements across Twitter, Facebook, and Instagram.
LINK CLICKS 00:01:12 1.55 00:02:11 The number of clicks on links -4.5% -4.4% 7.7% within your content on Twitter & Facebook.
* All percent change is Year Over AVG. TIME ON SITE PAGES / SESSION AVG. TIME ON PAGE Year
SOCIAL MEDIA This data is cumulative to today's date. An overview of activity on our social media channels 11,000 57,586 6,974 INSTAGRAM FOLLOWERS FACEBOOK LIKES TWITTER FOLLOWERS
2,532,699 78,683 28,249 -20.2% -42.7% -11.3%
IMPRESSIONS ENGAGEMENTS CLICKS
*totals for organic and paid Facebook, Twitter, and Instagram Page 4 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
GLOSSARY OF TERMS Website Metrics OTHER Where is our audience coming from and what are they consuming? Paid media sources like paid Facebook and Instagram, and YouTube.
Organic Search 6.5% ORGANIC SEARCH Paid Social Visitors referred by an unpaid search 9.3% Sessions 38.1% Paid Search engine listing. 25K Social Direct ORGANIC SOCIAL 23,913 11.5% Referral Visitors from organic social posts. 20K Display PAID SEARCH others 17,988 28.7% Visitors from paid search ads.
15K DIRECT Visitors who visited the site by typing the URL directly into their browser or Sessions 10K from bookmarks, untagged links within emails or documents. 7,222 REFERRAL 5K 5,841 Visitors referred by links on other 4,086 1,176 790 websites. 1,634 0 DISPLAY Organic Search Paid Search Direct Display Visitors from display advertising. Paid Social Social Referral Email
Website Metrics - Top 10
TRAFFIC BY CITY MOST VISITED PAGES
City Sessions ▼ Page Title Pageviews ▼
1. Kingston 24,088 1. 25 Things to Do in February 2020 – Visit Kingston 10,627
2. Toronto 6,573 2. Your 2020 Guide to FebFest – Visit Kingston 6,750
3. Montreal 4,539 3. 25 Things to Do in January 2020 – Visit Kingston 5,589
4. Ottawa 4,267 4. Miss Bāo Restaurant + Cocktail Bar: Kingston’s First Zero Waste Restau… 4,633
5. (not set) 2,553 5. Visit Kingston – Fresh Made Daily 4,108
6. Belleville 1,093 6. Events in Kingston – Visit Kingston 3,318
7. Mississauga 714 7. Packages – Visit Kingston 2,931
8. Hamilton 689 8. Getaway for Family Day – Visit Kingston 1,967
9. Quinte West 639 9. What’s Happening in Kingston Today? – Visit Kingston 1,894
1… Brockville 609 10. Family Day – Visit Kingston 1,408 Page 5 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
FRENCH AND CHINESE SITES GLOSSARY OF TERMS Website metrics from each of our French and Chinese sites SESSIONS # of times your site was visited.
FRENCH USERS # of people who visited your site. SESSIONS USERS PAGE VIEWS PAGE VIEWS 281 239 683 # of pages that have been viewed on 62.4% 54.2% 89.2% your site.
CHINESE
148 119 391 -3.3% -15.0% 42.2%
MICRO SITES Website metrics from each of our micro sites
WEDDINGS
SESSIONS USERS PAGE VIEWS 559 391 844 -87.7% -89.2% -85.1%
MUSIC
764 612 2,376 -31.7% -32.2% -6.1%
MAKERS
498 396 1,762 -56.1% -54.6% -48.4% Page 6 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
EMAIL MARKETING An overview of email campaigns this month
CONSUMER NEWSLETTER
4,797 1,441 491 TOTAL DELIVERIES TOTAL UNIQUE OPENS TOTAL CLICKS
18 30% 34% TOTAL UNSUBSCRIBES AVERAGE OPEN RATE AVERAGE CTR
BENCHMARKS: Open Rate - 24% | CTR - 12%
MEMBER NEWSLETTER
253 78 54 DELIVERIES UNIQUE OPENS CLICKS
0 32% 69% UNSUBSCRIBES OPEN RATE CTR
GLOSSARY OF TERMS
DELIVERIES OPEN RATE CTR Number of successful emails sent. Opens divided by deliveries. Clicks divided by unique opens.
UNIQUE OPENS CLICKS # of people who opened your emails. # of clicks that were taken on your email. Page 7 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
PAID DIGITAL A snapshot of our digital ads in market this month.
FACEBOOK/INSTAGRAM NETWORK
Campaign name Impressions Reach Link clicks CTR ▼ Video Views
CON_Metalworks 21.6K 15.3K 881 6.16% null
CON_MissBao 45.6K 30.4K 1.1K 4.5% null
CON_iiHaynes 30.5K 14.8K 862 4.33% null
CON_restaurants 93.4K 54.1K 1.9K 2.55% null
CON_Feb25 296.3K 121.7K 5.1K 2.26% 884
FebFest2020_Video 269.3K 112.8K 4.3K 2.1% 15.5K
FamilyDay2020_Video 182.4K 80.7K 2.2K 2.08% 31.4K
CON_FebFestGuide 385.5K 168.8K 5.2K 1.9% null
CON_LocalesBehindMusic 22.9K 12.7K 251 1.89% null
CON_KCFF 32.9K 18.7K 214 1.67% null
FamilyDay2020_Carousel 194.9K 89.1K 1.7K 1.42% null
Brier2020_Facebook 90 90 null 0% null
Brier2020_Instagram 7 7 null 0% null
Grand total 1.6M 481.7K 23.8K 2.17% 47.8K
Campaign Impressions ▼ Engagements Link Clicks Saves
Brier 7.3K 0 14 0
BENCHMARKS: Facebook&Instagram CTR - 0.9-1.76% | Display - 0.09% | Video (YouTube) - 0.45% Page 8 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
PAID DIGITAL A snapshot of our digital ads in market this month.
GOOGLE ADWORDS DISPLAY NETWORK & YOUTUBE - Alphabet
Campaign ▼ Campaign type Impressions ▼ Clicks CTR
FamilyDay2020_GDN Display Only 992K 1K 0.10%
FebFest2020_GDN Display Only 886K 660 0.07%
FebFest2020_Trueview Video 263K 338 0.13%
FamilyDay2020_Trueview Video 214K 189 0.09%
FamilyDay2020_Bumper Video 190K 423 0.22%
Grand total 3M 3K 0.10%
GOOGLE ADWORDS SEARCH NETWORK - Search Warrant
Campaign Campaign type Impressions ▼ Clicks CTR
KA:20 Things to do in January Search Only 21K 3K 16%
KA:20 February Events: Family Day Search Only 7K 365 5%
KA:20 February Events: FebFest Search Only 6K 2K 29%
KA:20 Things to do in February Search Only 5K 284 6%
KA:20 February Events: We Will Rock You The Musical Search Only 4K 437 11%
KA:20 February Events: Tim Hortons Brier Search Only 925 289 31%
KA:20 February Events: Reelout Queer Film & Video Festival Search Only 870 288 33%
KA:20 January Events: TEDxQueensU 2020: The Power of Context Search Only 607 261 43%
KA:20 January Events: Taylor Hall Cup Classic Search Only 578 141 24%
KA:20 January Events: Meet the Maker - Wine & Dinner Series Search Only 113 11 10%
KA:20 January Events: ABBAMania at the Grand Theatre Search Only 20 1 5%
Grand total 46K 7K 15%
BENCHMARKS: Facebook&Instagram CTR - 0.9-1.76% | Display - 0.09% | Video (YouTube) - 0.45% Page 9 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
LEAD GENERATION A snapshot of our digital lead generation
LEAD GENERATION BY CHANNEL
TOP OUTBOUND CLICKS (WEBSITE REFERRALS TO PARTNERS AND COMMUNITY)
Event Action Total Clicks ▼
https://www.downtownkingston.ca/events 2K
https://www.acidityandwatergroup.com/ 421
http://www.kingstonfoodtours.ca/ 419
https://www.downtownkingston.ca/events/2020/feb-fest-2020 360
https://wonderlandkingston.com/ 219
https://www.tedxqueensu.com/ 198
https://www.cabinfeverkingston.com/ 179
http://www.aquaterrakingston.com/Menus/AfternoonTea/tabid/119741/Default.aspx 151
https://www.kingstongrand.ca/events/to-kill-a-mockingbird 135
https://www.reelout.com/ 135
https://www.kingstonmuseums.ca/ 128
https://www.eventbrite.ca/e/high-tea-by-top-tier-bakery-tickets-44040778153 120
https://crca.ca/winter-recreational-rental-rates/ 119
https://www.metalworkskingston.com/ 115 Page 10 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
WEBSITE AUDIENCE A snapshot of the audience visiting our website.
AGE GENDER
11.4%
25.8% 25-34 31% 11.5% 45-54 55-64 female 35-44 male 16.5% 65+ 18.2% 18-24 69%
16.6%
HOTEL LEADS BY AUDIENCE
AGE GENDER
11.7% 25.7% 25-34 35.9% 45-54 14.6% 35-44 female 65+ male 55-64 18-24 16.5% 74.3%
18.4%
OPERATOR LEADS BY AUDIENCE
AGE GENDER
12.4% 26% 25-34 29% 12.6% 45-54 55-64 female 35-44 male 65+ 15.4% 18-24 17.6% 71%
16% Page 11 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
CONTESTS Organic engagement from our contests on Facebook
CONTEST: Kingston Frontenacs on February 9th Post message: **UPDATE** Congratulations to … (1) ▼
19,016 212 221 213
REACH SHARES REACTIONS COMMENTS
CONTEST: Valentine's Day - Ramada Post message … (1) ▼
90,944 1,605 1,620 1,605
CONTEST: RMC Hockey Game Post message: **UPDATE** Congratulations to … (1) ▼
11,501 103 128 120
REACH SHARES REACTIONS COMMENTS Page 12 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
CONTESTS Organic engagement from our contests on Facebook
CONTEST: We Will Rock You The Musical On Tour Post message: **UPDATE** Congratulations to … (1) ▼
58,318 919 960 910
REACH SHARES REACTIONS COMMENTS Page 13 of 13 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Jan 1, 2020 - Jan 31, 2020 ▼
FACEBOOK New likes GLOSSARY OF TERMS A snapshot of our content marketing in action. 529 NEW LIKES Likes generated this month.
ORGANIC IMPRESSIONS Organic impressions The number of times your content or 1M page was viewed through non-paid activity.
500K ORGANIC REACH The number of people who saw your content or page through non-paid 0 activity. Feb 2019 Apr 2019 Jun 2019 Aug 2019 Oct 2019 Dec 2019 Mar 2019 May 2019 Jul 2019 Sep 2019 Nov 2019 Jan 20… VIRAL IMPRESSIONS Impressions from shared content.
ORGANIC VIDEO VIEWS Video views obtained through non- paid activity.
511,222 214,814 ENGAGEMENT RATE ORGANIC REACH VIRAL REACH # of people Who liked, commented, shared, or clicked on your content divided by the # of people who saw the content. 3,285 6.09% ORGANIC VIDEO VIEWS ENGAGEMENT RATE
ENGAGEMENT BY POST TYPE What types of content are users engaging with the most?
Likes on post Shares on post Comments on post 4K
3K
2K
1K
0 photo share Exhibit A to Report Number 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
OVERVIEW The big picture of our digital activity this month.
WEB SESSIONS TOTAL LEADS 69.0K 12,329 35.7% 38.1%
9,105,705 120,500 40,194 -30.1% 52.8% 68.3%
TOTAL IMPRESSIONS TOTAL ENGAGEMENTS TOTAL CLICKS
Impressions, Engagements, and Clicks include all digital activity: organic & paid social, Google Ads, & YouTube Page 1 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
Website Our website tra c has increased by 35% YoY this February and experienced a 38% increase in all leads.
The most heavily tra cked pages derived from non-paid activity included Events, Brier Landing Page, 25 Things to do March, Today, and Guide to the Brier. The 45-54 age group produced the most hotel leads at 24% this month, compared to last month where the 25-34 age group delivered the highest with 36%. Our website audience and operator leads remained relatively the same with the majority of our audience coming from millennials in the 24-34 age group.
Paid Digital Total impressions for February were 9M and showed a slight decrease YoY but a large increase MoM. Costs are rising on Google for YouTube and GDN which is contributing to fewer total impressions for our budget, however, we are continually testing audiences and improving our targeting which allows us to improve the performance of our ads in terms of generating clicks to the website. The Brier campaign ran on the Pinterest platform which produced great impressions and clicks to a targeted audience. We recommend continuing to use Pinterest for speci c campaigns with niche audiences.
Our promoted content on Facebook continues to produce high CTRs. Our best performing editorial piece in February was The Best Places in Kingston if You're Craving Chocolate with a 4.62% CTR. Our editorial boosts had an average CTR of 2.08% which is above industry benchmarks.
Email The consumer newsletter remained steady with a 27% open rate for February and 450 clicks. The industry newsletter had a similar open rate but experienced another decrease in clicks from the previous month.
Social Organic social impressions experienced a slight decrease month over month. We are experiencing decreasing impressions and reach (which is a platform-wide phenomenon). Our contests and Ian Walsh content drive some of the highest impressions and engagements for our organic posts.
Beyond contest posts, organic content pieces which received the most engagement in February were: Ian Walsh Top 30, Ian Walsh Top 12, Learn How To Curl, FebFest week 2, and Corks & Forks posts.
Paid Search YoY the program is still bene ting from the shift in more targeted tra c around speci c events in Kingston. The conversion rate has improved by 7% YoY, the average CPC was up 39% YoY ($0.32 v $0.44) but our CTR improved by almost 140% (9.01% v 21.57%). In February the cost/conversion was down 43% compared to January ($2.24 v $1.28).
SEO Our Organic Tra c is up 35% despite a small decrease in Organic Share (-2%). Search Impressions are up 45% and our rank has increased by 1.5 spots.
Upcoming Campaigns: Corks & Forks Campaign Frontenac County/RTO9 Culinary Partnership Campaign Cycling Campaign Early Summer Festivals Campaign M&C/Travel Trade Campaign Page 2 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
CONSUMPTION GLOSSARY OF TERMS Is our content marketing working? SESSIONS # of times your site was visited. 150K
USERS # of people who visited your site. 100K
PAGE VIEWS # of pages that have been viewed on 50K your site.
0 % RETURN VISITORS Feb 2019 Apr 2019 Jun 2019 Aug 2019 Oct 2019 Dec 2019 Feb 2020 % of user who have visited your site Mar 2019 May 2019 Jul 2019 Sep 2019 Nov 2019 Jan 2020 more than once. Sessions Sessions (previous year) * All percent change is Year Over Year
SESSIONS USERS PAGE VIEWS 69.0K 56.4K 107.7K 35.7% 38.0% 24.3%
RETENTION 29.45% Are users coming back and consuming our content? % RETURN VISITORS
LEAD GENERATION Are users converting online?
OPERATORS HOTELS
11,784 79 440 26 42.1% 23.4% -17.9% -21.2%
WEB REFERRALS CLICKS TO CALL WEB REFERRALS CLICKS TO CALL Page 3 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
GLOSSARY OF TERMS CONSUMPTION USERS USERS How is our audience using our site? 56,395 # of people who visited your site.
100K AVG. TIME ON SITE Average time spent on site during one session. 75K PAGES/SESSION 50K Average # of pages viewed per session.
25K AVG. TIME ON PAGE Average time spent on a single page. 0 Feb 2019 Apr 2019 Jun 2019 Aug 2019 Oct 2019 Dec 2019 Feb 2020 IMPRESSIONS Mar 2019 May 2019 Jul 2019 Sep 2019 Nov 2019 Jan 2020 The number of times your content was served to users on Twitter & Users Users (previous year) Facebook.
ENGAGEMENTS The total number of engagements across Twitter, Facebook, and Instagram.
LINK CLICKS 00:01:11 1.56 00:02:06 The number of clicks on links -12.3% -8.4% 10.2% within your content on Twitter & Facebook.
* All percent change is Year Over AVG. TIME ON SITE PAGES / SESSION AVG. TIME ON PAGE Year
SOCIAL MEDIA This data is cumulative to today's date. An overview of activity on our social media channels 11,300 57,957 7,037 INSTAGRAM FOLLOWERS FACEBOOK LIKES TWITTER FOLLOWERS
4,993,584 87,420 31,976 146.9% 10.9% 89.5%
IMPRESSIONS ENGAGEMENTS CLICKS
*totals for organic and paid Facebook, Twitter, and Instagram Page 4 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
GLOSSARY OF TERMS Website Metrics OTHER Where is our audience coming from and what are they consuming? Paid media sources like paid Facebook and Instagram, and YouTube.
Organic Search ORGANIC SEARCH Paid Social Visitors referred by an unpaid search Sessions 40% Paid Search engine listing. 30K Direct 16.6% Social ORGANIC SOCIAL 27,580 Display Visitors from organic social posts. 25K Referral PAID SEARCH others 24.5% Visitors from paid search ads. 20K DIRECT 16,900 Visitors who visited the site by typing 15K the URL directly into their browser or Sessions from bookmarks, untagged links 10K 11,426 within emails or documents.
REFERRAL 5K Visitors referred by links on other 4,327 4,291 1,406 762 websites. 2,322 0 DISPLAY Organic Search Paid Search Social Referral Visitors from display advertising. Paid Social Direct Display Email
Website Metrics - Top 10
TRAFFIC BY CITY MOST VISITED PAGES
City Sessions ▼ Page Title Pageviews ▼
1. Kingston 23,920 1. 25 Things to Do in March 2020 – Visit Kingston 11,077
2. Toronto 7,832 2. 25 Things to Do in February 2020 – Visit Kingston 10,505
3. Montreal 5,824 3. Kingston Canadian Film Festival – Visit Kingston 4,393
4. Ottawa 4,927 4. Your Guide to the 2020 Tim Hortons Brier in Kingston – Visit Kingston 4,216
5. (not set) 3,050 5. Visit Kingston – Fresh Made Daily 4,062
6. Belleville 1,083 6. Events in Kingston – Visit Kingston 3,783
7. Mississauga 787 7. 2020 Tim Hortons Brier – Visit Kingston 2,961
8. Hamilton 720 8. What’s Happening in Kingston Today? – Visit Kingston 2,771
9. Quinte West 678 9. Packages – Visit Kingston 2,111
1… Brampton 668 10. Getaway for Family Day – Visit Kingston 1,534 Page 5 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
FRENCH AND CHINESE SITES GLOSSARY OF TERMS Website metrics from each of our French and Chinese sites SESSIONS # of times your site was visited.
FRENCH USERS # of people who visited your site. SESSIONS USERS PAGE VIEWS PAGE VIEWS 244 227 580 # of pages that have been viewed on -13.2% -5.0% -15.1% your site.
CHINESE
SESSIONS USERS PAGE VIEWS 134 115 239 -9.5% -3.4% -38.9%
MICRO SITES Website metrics from each of our micro sites
WEDDINGS
SESSIONS USERS PAGE VIEWS 436 352 765 -22.0% -10.0% -9.4%
MUSIC
SESSIONS USERS PAGE VIEWS 638 531 2,142 -16.5% -13.2% -9.8%
MAKERS
SESSIONS USERS PAGE VIEWS 580 497 2,002 16.5% 25.5% 13.6% Page 6 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
EMAIL MARKETING An overview of email campaigns this month
CONSUMER NEWSLETTER
4,784 1,293 454 TOTAL DELIVERIES TOTAL UNIQUE OPENS TOTAL CLICKS
17 27% 35% TOTAL UNSUBSCRIBES AVERAGE OPEN RATE AVERAGE CTR
BENCHMARKS: Open Rate - 24% | CTR - 12%
MEMBER NEWSLETTER
256 83 20 DELIVERIES UNIQUE OPENS CLICKS
0 33% 24% UNSUBSCRIBES OPEN RATE CTR
GLOSSARY OF TERMS
DELIVERIES OPEN RATE CTR Number of successful emails sent. Opens divided by deliveries. Clicks divided by unique opens.
UNIQUE OPENS CLICKS # of people who opened your emails. # of clicks that were taken on your email. Page 7 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
PAID DIGITAL A snapshot of our digital ads in market this month.
FACEBOOK/INSTAGRAM NETWORK
Campaign name Impressions Reach Link clicks CTR ▼ Video Views
CON_CravingChocolate 24K 16.2K 562 4.62% null
CON_InteractiveExperiences 24.3K 14K 856 4.54% null
CON_7Restaurants 12.9K 10.4K 236 3.5% null
CON_CocoaBistro 10.2K 7.8K 173 3.17% null
Con_Mar25Things 346.3K 176.1K 6.6K 3.02% 18
FebFest2020_Video 160K 86.7K 2.9K 2.3% 9.9K
CON_IanWalsh 45.5K 31.1K 523 1.85% null
FamilyDay2020_Video 137.8K 61.5K 1.5K 1.82% 24.5K
Con_BrierGuide 307.3K 131.9K 2.6K 1.63% null
FamilyDay2020_Carousel 167.8K 72.2K 1.2K 1.25% null
KCFF_video_30 195.1K 87.5K 1.4K 1.24% 35.2K
KCFF_video_15 178.6K 79.1K 1.3K 1.23% 34.9K
KCFF_image 155.4K 38.7K 1.1K 1.09% null
Brier2020_Facebook 1M 188.3K 6.5K 1.04% null
CON_KCFFGuide 214.2K 103K 1.1K 0.91% null
CON_MarchBreak 46.2K 12.9K 169 0.54% null
Brier2020_Instagram 435.7K 203.5K 561 0.24% null
Grand total 3.5M 892.2K 29.3K 1.37% 104.5K
Campaign Impressions ▼ Engagements Link Clicks Saves
Brier 714K 33,080 2,643 0
BENCHMARKS: Facebook&Instagram CTR - 0.9-1.76% | Display - 0.09% | Video (YouTube) - 0.45% Page 8 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
PAID DIGITAL A snapshot of our digital ads in market this month.
GOOGLE ADWORDS DISPLAY NETWORK & YOUTUBE - Alphabet
Campaign ▼ Campaign type Impressions ▼ Clicks CTR
KCFF_display Display Only 1M 3K 0.25%
FamilyDay2020_GDN Display Only 637K 560 0.09%
FebFest2020_GDN Display Only 587K 416 0.07%
FamilyDay2020_Bumper Video 253K 588 0.23%
KCFF_bumper Video 249K 420 0.17%
FebFest2020_Trueview Video 193K 334 0.17%
FamilyDay2020_Trueview Video 177K 180 0.10%
KCFF_trueview Video 175K 306 0.18%
Grand total 3M 6K 0.16%
GOOGLE ADWORDS SEARCH NETWORK - Search Warrant
Campaign Campaign type Impressions ▼ Clicks CTR
KA:20 Things to do in February Search Only 15K 3K 20%
KA:20 February Events: FebFest Search Only 12K 5K 39%
KA:20 March Events: Kingston Canadian Film Festival Search Only 5K 452 9%
KA:20 March Events: Harlem Globetrotters Search Only 5K 422 9%
KA:20 Weddings Search Only 4K 109 3%
KA:20 February Events: We Will Rock You The Musical Search Only 3K 260 8%
KA:20 February Events: Tim Hortons Brier Search Only 3K 612 23%
KA:20 March Events: Maple Madness Search Only 3K 258 10%
KA:20 February Events: Family Day Search Only 3K 762 30%
KA:20 Things to do in March Search Only 2K 291 14%
KA:20 March Events: March of the Museums Search Only 1K 105 8%
KA:20 March Events: Tim Hortons Brier Search Only 1K 214 21%
KA:20 February Events: Reelout Queer Film & Video Festival Search Only 540 179 33%
Grand total 57K 11K 20%
BENCHMARKS: Facebook&Instagram CTR - 0.9-1.76% | Display - 0.09% | Video (YouTube) - 0.45% Page 9 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
LEAD GENERATION A snapshot of our digital lead generation
LEAD GENERATION BY CHANNEL
TOP OUTBOUND CLICKS (WEBSITE REFERRALS TO PARTNERS AND COMMUNITY)
Event Action Total Clicks ▼
https://www.downtownkingston.ca/events 3K
https://crca.ca/events/maple-madness/ 1K
https://www.curling.ca/2020brier/draw/ 590
https://www.downtownkingston.ca/events/2020/feb-fest-2020 444
https://kingcan lmfest.com/ 367
http://www.kingstonfoodtours.ca/ 327
https://www.kingstonmuseums.ca/ 312
https://www.eventbrite.com/e/diy-charcuterie-boards-march-tickets-64760586658 302
http://www.aquaterrakingston.com/Menus/AfternoonTea/tabid/119741/Default.aspx 279
https://www.curling.ca/2020brier/tickets/ 249
https://kingcan lmfest.com/events 230
http://www.kingstonfoodtours.ca/tours/ 174
http://bluerockcharters.com/ice- shing/ 172
https://www.cityofkingston.ca/residents/city-calendar-events/feature-events/brier 162 Page 10 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
WEBSITE AUDIENCE A snapshot of the audience visiting our website.
AGE GENDER
10.5%
27.7% 25-34 12.2% 34.1% 55-64 45-54 female 35-44 male 16.2% 65+ 65.9% 18-24 17%
16.4%
HOTEL LEADS BY AUDIENCE
AGE GENDER
6.9%
12.8% 23.9% 45-54 25-34 38.6% 55-64 female 13.3% 65+ male 35-44 61.4% 21.8% 18-24
21.3%
OPERATOR LEADS BY AUDIENCE
AGE GENDER
10.4%
29.4% 11.7% 25-34 31.8% 45-54 35-44 female 55-64 male 16% 65+ 18-24 68.2% 16.5%
16% Page 11 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
CONTESTS Organic engagement from our contests on Facebook
CONTEST: March Break Post message: **UPDATE** Congratulations to … (1) ▼
56,717 1,039 1,082 1,059
REACH SHARES REACTIONS COMMENTS
CONTEST: Corks & Forks Post message … (1) ▼
55,717 957 949 895
REACH SHARES REACTIONS COMMENTS
CONTEST: Mini Pop Kids Post message: **UPDATE** Congratulations to … (1) ▼
20,507 238 278 284
REACH SHARES REACTIONS COMMENTS Page 12 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Feb 1, 2020 - Feb 29, 2020 ▼
FACEBOOK New likes GLOSSARY OF TERMS A snapshot of our content marketing in action. 455 NEW LIKES Likes generated this month.
ORGANIC IMPRESSIONS Organic impressions The number of times your content or 1M page was viewed through non-paid activity.
500K ORGANIC REACH The number of people who saw your content or page through non-paid 0 activity. Feb 2019 Apr 2019 Jun 2019 Aug 2019 Oct 2019 Dec 2019 Feb 2020 VIRAL IMPRESSIONS Impressions from shared content.
ORGANIC VIDEO VIEWS Video views obtained through non- paid activity.
428,105 171,634 ENGAGEMENT RATE ORGANIC REACH VIRAL REACH # of people Who liked, commented, shared, or clicked on your content divided by the # of people who saw the content. 2,774 4.15% ORGANIC VIDEO VIEWS ENGAGEMENT RATE
ENGAGEMENT BY POST TYPE What types of content are users engaging with the most?
Likes on post Shares on post Comments on post 2.5K
2K
1.5K
1K
500
0 photo share new_album album multi_share Exhibit A to Report Number 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
OVERVIEW The big picture of our digital activity this month.
WEB SESSIONS TOTAL LEADS 51.1K 7,113 -24.9% -47.8%
3,085,625 42,948 19,521 -75.3% -55.9% -24.0%
TOTAL IMPRESSIONS TOTAL ENGAGEMENTS TOTAL CLICKS
Impressions, Engagements, and Clicks include all digital activity: organic & paid social, Google Ads, & YouTube Page 1 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
Website Our website tra c has decreased during the month of March which is due to pausing several of our digital ads including social, search, and decreases in organic social searches because of the COVID-19 situation.
The most heavily tra cked pages derived from non-paid activity included Food and Retail Services Available during Covid-19, Together At Home landing page, Covid-19 landing page, events, and Kingston today. The 25-34 age group produced the most hotel leads at 27% this month, compared to last month where the 45-54 age group delivered the highest. Our website audience and operator leads remained relatively the same with the majority of our audience coming from millennials in the 24-34 age group.
Paid Digital Total impressions for February were 2M which was affected by the paused and moved campaigns from the COVID-19 situation. We continued in market with non-event based editorial content and our Together At Home campaign which promoted makers, musicians, and entertainment available during this time.
The Together At Home campaign is producing fantastic CTRs with our best performing piece, Food and Retail Services Available during Covid-19, produced a 7.65% CTR. The average CTR for all editorial and Together At Home ads was 3.48% which is well above industry standards.
Email The consumer newsletter produced a slight increase MoM with a 29% open rate but saw a decrease in total clicks. The industry newsletter experienced a slight decrease in opens and clicks from the previous month.
Social Organic social impressions experienced a slight decrease month over month. One contest was run during the month of March as our contests are event-based and were affected by the COVID-19 situation.
Beyond contest posts, organic content pieces which received the most engagement in March were: The Kingston 1000 Islands Cruises Island Queen horn sound post, Looking down Brock Street Instagram post, Christine Jamieson of Found & Lost Art takeover promo, Spencer Evans takeover promo, and the "We are excited about the full house..." Brier post.
Paid Search YoY we saw a big drop in impressions, spend, and conversions, which was to be expected as we went o ine on March 16th. Improvements to click- through-rates YoY are still very high, up 44% (13.78% vs 9.55%). April content did not get much exposure given our blackout period in March due to the strategy changes from the COVID-19 situation.
SEO There was a decrease in organic tra c since the onset of COVID-19 which can be seen around the second week of March. Normally we'd expect to be up 5-10% more visitors YoY as we have experienced in past years. This month Organic Searches down 25%. The average keyword rankings have stayed roughly the same which suggests the decrease in organic tra c is just from fewer people searching. Page 2 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
CONSUMPTION GLOSSARY OF TERMS Is our content marketing working? SESSIONS # of times your site was visited. 150K
USERS # of people who visited your site. 100K
PAGE VIEWS # of pages that have been viewed on 50K your site.
0 % RETURN VISITORS Mar 2019 May 2019 Jul 2019 Sep 2019 Nov 2019 Jan 2020 Mar 2020 % of user who have visited your site Apr 2019 Jun 2019 Aug 2019 Oct 2019 Dec 2019 Feb 2020 more than once. Sessions Sessions (previous year) * All percent change is Year Over Year
SESSIONS USERS PAGE VIEWS 51.1K 40.8K 77.9K -24.9% -23.5% -34.3%
RETENTION 34% Are users coming back and consuming our content? % RETURN VISITORS
LEAD GENERATION Are users converting online?
OPERATORS HOTELS
6,725 142 238 8 -47.0% 36.5% -69.6% -83.7%
WEB REFERRALS CLICKS TO CALL WEB REFERRALS CLICKS TO CALL Page 3 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
GLOSSARY OF TERMS CONSUMPTION USERS USERS How is our audience using our site? 40,829 # of people who visited your site.
100K AVG. TIME ON SITE Average time spent on site during one session. 75K PAGES/SESSION 50K Average # of pages viewed per session.
25K AVG. TIME ON PAGE Average time spent on a single page. 0 Mar 2019 May 2019 Jul 2019 Sep 2019 Nov 2019 Jan 2020 Mar 2020 IMPRESSIONS Apr 2019 Jun 2019 Aug 2019 Oct 2019 Dec 2019 Feb 2020 The number of times your content was served to users on Twitter & Users Users (previous year) Facebook.
ENGAGEMENTS The total number of engagements across Twitter, Facebook, and Instagram.
LINK CLICKS 00:01:13 1.53 00:02:18 The number of clicks on links -16.2% -12.5% 18.5% within your content on Twitter & Facebook.
* All percent change is Year Over AVG. TIME ON SITE PAGES / SESSION AVG. TIME ON PAGE Year
SOCIAL MEDIA This data is cumulative to today's date. An overview of activity on our social media channels 11,654 58,140 7,107 INSTAGRAM FOLLOWERS FACEBOOK LIKES TWITTER FOLLOWERS
1,596,293 42,948 16,423 -29.9% -55.9% -26.4%
IMPRESSIONS ENGAGEMENTS CLICKS
*totals for organic and paid Facebook, Twitter, and Instagram Page 4 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
GLOSSARY OF TERMS Website Metrics OTHER Where is our audience coming from and what are they consuming? Paid media sources like paid Facebook and Instagram, and YouTube.
Organic Search ORGANIC SEARCH Paid Social Visitors referred by an unpaid search Sessions 9.3% Social engine listing. 41.4% 25K Direct Paid Search ORGANIC SOCIAL 12.2% Display Visitors from organic social posts. 20K 21,120 Referral PAID SEARCH others 22.5% Visitors from paid search ads.
15K DIRECT Visitors who visited the site by typing the URL directly into their browser or
Sessions 11,470 10K from bookmarks, untagged links within emails or documents.
REFERRAL 5K 6,245 4,772 Visitors referred by links on other 3,030 websites. 2,373 448 1,578 0 DISPLAY Organic Search Social Paid Search Referral Visitors from display advertising. Paid Social Direct Display Email
Website Metrics - Top 10
TRAFFIC BY CITY MOST VISITED PAGES
City Sessions ▼ Page Title Pageviews ▼
1. Kingston 23,808 1. Food and Retail Services Available During COVID-19 State of Emergenc… 12,212
2. Toronto 4,161 2. Visit Kingston – Fresh Made Daily 4,802
3. Montreal 3,394 3. 25 Things to Do in March 2020 – Visit Kingston 3,467
4. Ottawa 3,086 4. Kingston Canadian Film Festival – Visit Kingston 3,214
5. (not set) 2,003 5. Together At Home: The Makers of Kingston – Visit Kingston 1,829
6. Belleville 490 6. Events in Kingston – Visit Kingston 1,737
7. Hamilton 489 7. COVID-19 and the Kingston Community – Visit Kingston 1,553
8. Mississauga 429 8. 25 Things to do in April 2020 – Visit Kingston 1,507
9. Greater Napan… 399 9. 11 Can’t-Miss Concerts in Kingston March 2020 – Visit Kingston 1,391
1… Irvine 352 10. Welcome Curling Fans! – Visit Kingston 1,390 Page 5 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
FRENCH AND CHINESE SITES GLOSSARY OF TERMS Website metrics from each of our French and Chinese sites SESSIONS # of times your site was visited.
FRENCH USERS # of people who visited your site. SESSIONS USERS PAGE VIEWS PAGE VIEWS 254 240 578 # of pages that have been viewed on 4.1% 5.7% -0.3% your site.
CHINESE
SESSIONS USERS PAGE VIEWS 98 83 213 -26.9% -27.8% -10.9%
MICRO SITES Website metrics from each of our micro sites
WEDDINGS
SESSIONS USERS PAGE VIEWS 335 265 544 -23.2% -24.7% -28.9%
MUSIC
SESSIONS USERS PAGE VIEWS 788 603 2,690 23.5% 13.6% 25.6%
MAKERS
SESSIONS USERS PAGE VIEWS 1,948 1,472 4,867 235.9% 196.2% 143.1% Page 6 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
EMAIL MARKETING An overview of email campaigns this month
CONSUMER NEWSLETTER
4,747 1,392 256 TOTAL DELIVERIES TOTAL UNIQUE OPENS TOTAL CLICKS
16 29% 18% TOTAL UNSUBSCRIBES AVERAGE OPEN RATE AVERAGE CTR
BENCHMARKS: Open Rate - 24% | CTR - 12%
MEMBER NEWSLETTER
263 56 12 DELIVERIES UNIQUE OPENS CLICKS
0 21% 21% UNSUBSCRIBES OPEN RATE CTR
GLOSSARY OF TERMS
DELIVERIES OPEN RATE CTR Number of successful emails sent. Opens divided by deliveries. Clicks divided by unique opens.
UNIQUE OPENS CLICKS # of people who opened your emails. # of clicks that were taken on your email. Page 7 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
PAID DIGITAL A snapshot of our digital ads in market this month.
FACEBOOK/INSTAGRAM NETWORK
Campaign name Impressions Reach Link clicks CTR (all) ▼ Three-se…
TAH_Post: "Stay home … 111.9K 32K 5.1K 7.65% null
CON_AquaTerraTea 23K 17.6K 684 5.29% null
TAH_sponpost_stream… 3.8K 3.4K 42 4.84% null
TAH_sponpost_museu… 35.2K 20.1K 649 4.81% null
CON_DanielleFolkerts 25.1K 16.7K 572 4.43% null
CON_Studio22 29K 18.1K 642 3.74% null
CON_MarchMusicGuide 75.5K 43.5K 1.2K 3.06% null
CON_April25 91.6K 60.1K 1K 2.37% 273
CON_CocoaBistro 13.3K 9.5K 160 2.26% null
TAH_Post: "Our vibrant… 37.3K 18.9K 379 2.17% null
CON_breweries 31K 18.7K 277 1.62% null
TAH_carousel_kingsto… 5.4K 4.2K 70 1.58% null
TAH_carousel_streami… 8.6K 5.6K 78 1.54% null
KCFF_video_15 35.8K 24K 341 1.48% 7.1K
TAH_carousel_livestrea… 79.2K 30.2K 628 1.35% null
TAH_carousel_museums 56.1K 26.8K 536 1.33% null
TAH_carousel_streams… 8.5K 7.6K 66 1.25% null
KCFF_video_30 47.1K 34.2K 320 1.22% 10.2K
KCFF_image 61.6K 27.2K 407 1.06% null
Grand total 778.9K 225.5K 13.2K 3.06% 17.6K
BENCHMARKS: Facebook&Instagram CTR - 0.9-1.76% | Display - 0.09% | Video (YouTube) - 0.45% Page 8 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
PAID DIGITAL A snapshot of our digital ads in market this month.
GOOGLE ADWORDS DISPLAY NETWORK & YOUTUBE - Alphabet
Campaign ▼ Campaign type Impressions ▼ Clicks CTR
KCFF_display Display Only 1M 3K 0.22%
KCFF_bumper Video 103K 154 0.15%
KCFF_trueview Video 46K 67 0.14%
Grand total 1M 3K 0.21%
GOOGLE ADWORDS SEARCH NETWORK - Search Warrant
Campaign Campaign type Impressions ▼ Clicks CTR
KA:20 Weddings Search Only 5K 90 2%
KA:20 Things to do in March Search Only 4K 887 22%
KA:20 March Events: Harlem Globetrotters Search Only 3K 274 8%
KA:19 Perpetual Search Only 3K 225 9%
KA:20 March Events: Maple Madness Search Only 2K 616 27%
KA:20 March Events: Kingston Canadian Film Festival Search Only 2K 457 22%
KA:20 February Events: Tim Hortons Brier Search Only 1K 197 15%
KA:20 March Events: Tim Hortons Brier Search Only 1K 162 16%
Grand total 21K 3K 14%
BENCHMARKS: Facebook&Instagram CTR - 0.9-1.76% | Display - 0.09% | Video (YouTube) - 0.45% Page 9 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
LEAD GENERATION A snapshot of our digital lead generation
LEAD GENERATION BY CHANNEL
TOP OUTBOUND CLICKS (WEBSITE REFERRALS TO PARTNERS AND COMMUNITY)
Event Action Total Clicks ▼
https://crca.ca/events/maple-madness/ 624
https://kingcan lmfest.com/ 191
https://www.curling.ca/2020brier/draw/ 172
http://www.kingstonpentour.com/ 167
https://www.cityofkingston.ca/Resident/COVID-19 138
https://www.k aph.ca/en/healthy-living/novel-coronavirus.aspx 136
http://www.frontenacarchbiosphere.ca/explore/fab-trails/hike/hiking-trails/rock-dunder 136
http://www.aquaterrakingston.com/Menus/AfternoonTea/tabid/118766/Default.aspx 132
http://www.kingstonfoodtours.ca/tours/ 119
https://www.museumofhealthcare.ca/explore/exhibits/ 117
https://www.downtownkingston.ca/events/2020/feb-fest-2020 102
http://www.aquaterrakingston.com/Menus/AfternoonTea/tabid/119741/Default.aspx 98
https://www.mesafresca.ca/ 79
https://kingcan lmfest.com/events 79 Page 10 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
WEBSITE AUDIENCE A snapshot of the audience visiting our website.
AGE GENDER
12.2% 22.8% 25-34 32.5% 14.8% 55-64 35-44 female 45-54 male 65+ 19.5% 15.2% 18-24 67.5%
15.5%
HOTEL LEADS BY AUDIENCE
AGE GENDER
7.3%
12.5% 27.1% 25-34 65+ 38.8% 55-64 female 12.5% 45-54 male 35-44 61.2% 18-24
14.6% 26%
OPERATOR LEADS BY AUDIENCE
AGE GENDER
11.6% 24.1% 25-34 29.4% 15.1% 55-64 65+ female 45-54 male 35-44 17.8% 15.2% 18-24 70.6%
16.1% Page 11 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
CONTESTS Organic engagement from our contests on Facebook
CONTEST: KCFF Post message: **UPDATE** Happy to share our… (1) ▼
7,756 44 63 53
REACH SHARES REACTIONS COMMENTS Page 12 of 12 Client: Kingston AccommodationExhibit Partners A to Report Website: Number www.visitkingston.ca 20-125
MONTHLY DIGITAL REPORT Mar 1, 2020 - Mar 31, 2020 ▼
FACEBOOK New likes GLOSSARY OF TERMS A snapshot of our content marketing in action. 386 NEW LIKES Likes generated this month.
ORGANIC IMPRESSIONS Organic impressions The number of times your content or 1M page was viewed through non-paid activity.
500K ORGANIC REACH The number of people who saw your content or page through non-paid 0 activity. Mar 2019 May 2019 Jul 2019 Sep 2019 Nov 2019 Jan 2020 Mar 20… VIRAL IMPRESSIONS Impressions from shared content.
ORGANIC VIDEO VIEWS Video views obtained through non- paid activity.
397,807 98,376 ENGAGEMENT RATE ORGANIC REACH VIRAL REACH # of people Who liked, commented, shared, or clicked on your content divided by the # of people who saw the content. 2,551 7.87% ORGANIC VIDEO VIEWS ENGAGEMENT RATE
ENGAGEMENT BY POST TYPE What types of content are users engaging with the most?
Likes on post Shares on post Comments on post 1.5K
1K
500
0 share photo multi_share new_album video_inline