July 31, 2017 Marketing Partner Reports 10 A-G 1 of 101
Marketing Partner Reports July 31, 2017 July 31, 2017 Marketing Partner Reports 10 A-G 2 of 101
Klages Research & Research Data Services, Inc. RESEARCH REPORT July 31, 2017 Marketing Partner Reports 10 A-G 3 of 101
Year to Date 2017 January – June Collier Visitor Profile
3 July 31, 2017 Marketing Partner Reports 10 A-G Collier Tourism Metrics 4 of 101 YTD 2017 (January – June)
Number of • 1,032,500 Visitors • +1.5%∆
• 1,340,600 Room Nights • -1.1%∆
• $1,293,417,600 Economic Impact • +4.3%∆
4 July 31, 2017 Marketing Partner Reports 10 A-G Occupancy/ADR 5 of 101 YTD 2017 (January – June)
Occupancy ADR 2016 2017 % ∆ 2016 2017 % ∆
Q1 86.1% 85.2% -1.0% $313.7 $305.9 -2.5%
April 83.4% 84.3% +1.1% $259.1 $283.8 +9.5%
May 70.1% 69.1% -1.4% $197.6 $215.1 +8.9%
June 65.9% 65.5% -0.6% $174.4 $187.3 +7.4%
Q2 73.1% 73.0% -0.1% $210.4 $228.7 +8.7%
5 July 31, 2017 Marketing Partner Reports 10 A-G Visitor Origins 6 of 101 YTD 2017 (January – June)
# of Visitors 2017 ∆ % Florida 322,019 +4.2 Southeast 68,228 +0.4 Northeast 240,269 -0.7 Midwest 181,521 +0.6 Canada 27,820 -3.9 Europe 145,628 +1.2 West 47,015 +4.5 YTD 2017 1,032,500 +1.5
6 July 31, 2017 Marketing Partner Reports 10 A-G Collier Comp Set 7 of 101 YTD 2017 (January – June) Occupancy ADR RevPAR 2017 % ∆ 2017 % ∆ 2017 % ∆ Naples MSA 72.5% +5.1 $253.40 -2.1 $183.71 +2.9 Naples Upscale 77.7% +3.3 $326.67 +0.9 $253.77 +4.2 Miami-Hialeah 78.9% -0.6 $202.25 -4.7 $159.56 -5.2 Florida Keys 83.6% +3.4 $291.77 -2.0 $243.85 +1.4 Ft. Myers 75.5% -1.1 $173.29 +0.5 $130.84 -0.6 Sarasota-Bradenton 76.1% +1.8 $158.00 +2.3 $120.20 +4.2 Clearwater 77.4% -2.5 $156.20 +6.0 $120.91 +3.3 St. Petersburg 77.0% +1.5 $163.58 +1.8 $125.92 +3.4 Palm Beach County 77.6% +1.1 $195.51 +0.8 $151.70 +2.0 Ft. Lauderdale 80.6% -0.0 $155.28 -1.2 $125.10 -1.2 Florida 76.4% +1.6 $148.05 +1.5 $113.04 +3.1
SOURCE: SMITH TRAVEL RESEARCH, INC. 7 July 31, 2017 Marketing Partner Reports 10 A-G Collier Comp Set – Occupancy (%) 8 of 101 YTD 2017 (January – June)
Trans % ∆ 16-17 Grp % ∆ 16-17 Total Naples MSA 48.3% +8.7 23.9% 0.0 72.5% Miami-Hialeah 59.0% +4.3 16.1% -13.4 78.9% Florida Keys 74.0% +3.8 8.8% +3.3 83.6% Ft. Myers 56.5% +2.0 17.6% -7.4 75.5% Sarasota-Bradenton 53.8% -2.6 20.3% +12.2 76.1% Clearwater 57.2% -0.4 20.2% -8.0 77.4% St. Petersburg 53.9% +5.2 21.4% -4.3 77.0% Palm Beach County 51.5% +2.2 24.0% -1.3 77.6% Ft. Lauderdale 56.1% -0.7 19.5% -2.1 80.6%
SOURCE: SMITH TRAVEL RESEARCH, INC. 8 July 31, 2017 Marketing Partner Reports 10 A-G Collier Comp Set – ADR ($) 9 of 101 YTD 2017 (January – June)
Trans % ∆ 16-17 Grp % ∆ 16-17 Total Naples MSA $263.95 -3.9 $234.40 +0.8 $253.40 Miami-Hialeah $203.95 -6.0 $218.09 -1.3 $202.25 Florida Keys $294.32 -2.0 $278.32 -2.3 $291.77 Ft. Myers $183.41 -1.1 $148.13 +4.0 $173.29 Sarasota-Bradenton $172.81 +5.5 $127.79 -2.2 $158.00 Clearwater $163.00 +4.8 $137.00 +8.6 $156.20 St. Petersburg $169.65 +1.0 $152.76 +1.0 $163.58 Palm Beach County $203.24 +0.8 $188.69 +0.9 $195.51 Ft. Lauderdale $154.26 -1.6 $172.06 0.0 $155.28
SOURCE: SMITH TRAVEL RESEARCH, INC. 9 July 31, 2017 Marketing Partner Reports 10 A-G Collier Direct Leisure and Hospitality 10 of 101 Employment (Calendar Year)* 30,000 29,000 2015 28,000 2017 2016 27,000 2014 26,000 2013 25,000 2012 24,000 23,000
DirectLeisure and HospitalityEmployment 22,000 21,000
Monthly 20,000 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. 2012 25,300 25,800 25,900 25,100 23,700 22,300 21,200 21,000 21,000 22,200 24,300 24,900 2013 25,600 26,400 26,400 25,900 24,500 22,800 22,200 22,000 22,100 23,400 25,500 26,300 2014 26,900 27,600 27,900 27,100 25,700 24,100 23,200 23,100 22,700 24,400 26,500 26,900 2015 27,700 28,400 28,600 27,900 26,300 24,800 23,800 23,800 24,000 25,600 27,900 28,700 2016 29,000 29,700 29,700 29,000 27,500 25,900 25,100 24,800 24,900 25,500 26,900 27,900 2017 28,400 28,100 28,700 29,000 27,300
* SOURCE: Florida Department of Economic Opportunity, Labor Market Information, Current Employment Statistic Program (CES), Collier County Leisure and Hospitality Sector. 10 July 31, 2017 Marketing Partner Reports 10 A-G Visitation Metrics 11 of 101
Key Collier Visitation Metrics (%∆) 30.0%
25.0%
20.0%
15.0%
10.0% RevPar
5.0% Visitors 0.0%
-5.0%
-10.0% Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 Jan-16 Mar-16 May-16 Jul-16 Sep-16 Nov-16 Jan-17 Mar-17 May-17 Jul-17
% Change Visitors % Change RevPar
11 July 31, 2017 Marketing Partner Reports 10 A-G Visitation Metrics 12 of 101
Key Collier Visitation Metrics (%∆) 20.0%
15.0%
10.0% ADR
5.0%
0.0% OCC
-5.0%
-10.0% Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 Jan-16 Mar-16 May-16 Jul-16 Sep-16 Nov-16 Jan-17 Mar-17 May-17 Jul-17
% Change Occupancy % Change ADR
12 July 31, 2017 Marketing Partner Reports 10 A-G 13 of 101
June 2017 Collier Visitor Profile
13 July 31, 2017 Marketing Partner Reports 10 A-G Visitation/Economic Impacts of Tourism14 of 101 Collier June 2017 June Economic Visitors Room Nights Impact
2017 2017 2017 144,800 179,800 $146,727,800 %∆ %∆ %∆ +2.0 +1.6 +5.9 2016 2016 2016 142,000 177,000 $138,612,300
14 July 31, 2017 Marketing Partner Reports 10 A-G Occupancy/Room Rates 15 of 101 Collier June 2017
2016 2017 % ∆ Occupancy 65.9% 65.5% -0.6%
ADR $174.4 $187.3 +7.4%
RevPAR $114.9 $122.7 +6.8%
15 July 31, 2017 Marketing Partner Reports 10 A-G First Time Visitors (% Yes) 16 of 101 Collier June 2017
50 39.9% 40 36.8%
30 % 20 37.6 32.8
10
0 2.3 4.0 2016 2017 New Market Share Gain from FL
16 July 31, 2017 Marketing Partner Reports 10 A-G Visitor Origins 17 of 101 Collier June 2017
# of Visitors 2017 ∆ % Florida 71,821 +2.4 Southeast 11,005 +10.7 Northeast 15,928 -13.7 Midwest 17,086 +6.5 Canada 2,606 +8.0 Europe 17,376 +5.5 West 8,978 +5.4 Total 144,800 +2.0
17 July 31, 2017 Marketing Partner Reports 10 A-G Domestic and International Visitors 18 of 101 Collier June 2017
Number of Visitors 2016 2017 ∆ % Domestic 115,826 118,288 +2.1
International 26,174 26,512 +1.3
Canada 2,414 2,606 +8.0
Europe 16,472 17,376 +5.5
Latin America 6,518 5,670 -13.0
Other International 770 860 +11.7
18 July 31, 2017 Marketing Partner Reports 10 A-G Collier Top June 2017 DMA’s 19 of 101 Collier June 2017
Market (% of Domestic Visitation) June 2017 1. Miami - Ft. Lauderdale 17.0% 2. Tampa - St. Petersburg 8.3 3. New York 7.1 4. West Palm Beach 6.3 5. Greater Orlando 5.0 6. Chicago 4.2 7. Philadelphia 3.8 8. Atlanta 3.5 9. Boston 3.0 10. Cincinnati 2.9 19 July 31, 2017 Marketing Partner Reports 10 A-G 20 of 101 Airports of Deplanement (Top Four) Collier June 2017
70 60.8 59.1 % of Visitors Who Fly 60 2016 52.1% 50 2017 49.6% 40 % 30 20.4 20 18.0
10 7.1 9.6 4.8 5.6 0 RSW Miami Ft. Lauderdale Orlando Int'l
2016 2017
20 July 31, 2017 Marketing Partner Reports 10 A-G Visitor Perceptions 21 of 101 Collier June 2017 2016 2017 Satisfaction 96.1% • 96.6%
Would Recommend 93.2% • 95.0%
More Expensive 19.3% • 18.5%
Plan to Return 90.5% • 92.4%
21 July 31, 2017 Marketing Partner Reports 10 A-G Average Age/Median Income 22 of 101 Collier June 2017
2016 2017
Average Age (years) 46.2 • 46.6
Median HH Income $142,754 • $139,097
22 July 31, 2017 Marketing Partner Reports 10 A-G Collier Comp Set 23 of 101 June 2017 Occupancy ADR RevPAR 2017 % ∆ 2017 % ∆ 2017 % ∆ Naples MSA 56.5% +7.6 $160.64 +2.7 $90.80 +10.5 Naples Upscale 62.5% +8.7 $205.63 +6.0 $128.57 +15.2 Miami-Hialeah 72.8% +2.1 $146.87 -1.0 $106.92 +1.1 Florida Keys 80.6% +3.0 $232.46 +0.5 $187.43 +3.5 Ft. Myers 66.0% +0.5 $126.85 +1.3 $83.78 +1.8 Sarasota-Bradenton 70.0% +2.6 $126.85 +7.9 $88.82 +10.6 Clearwater 74.2% -5.0 $135.92 +4.5 $100.87 -0.8 St. Petersburg 71.7% -3.3 $142.67 +1.1 $102.23 -2.2 Palm Beach County 68.6% +1.9 $124.74 +3.4 $85.58 +5.3 Ft. Lauderdale 73.9% +2.2 $112.78 +0.8 $83.34 +3.0 Florida 73.2% +1.9 $125.59 +3.4 $91.98 +5.4
SOURCE: SMITH TRAVEL RESEARCH, INC. 23 July 31, 2017 Marketing Partner Reports 10 A-G Collier Comp Set – Occupancy (%) 24 of 101 June 2017
Trans % ∆ 16-17 Grp % ∆ 16-17 Total Naples MSA 41.0% +5.1 15.0% +14.8 56.5% Miami-Hialeah 56.4% +3.5 12.7% -3.5 72.8% Florida Keys 72.3% +3.8 7.8% -1.9 80.6% Ft. Myers 49.7% +0.5 15.3% +5.5 66.0% Sarasota-Bradenton 47.4% -6.5 20.7% +24.8 70.0% Clearwater 60.9% -0.4 13.3% -21.5 74.2% St. Petersburg 55.1% +6.8 15.2% -26.6 71.7% Palm Beach County 46.2% -0.3 20.3% +5.3 68.6% Ft. Lauderdale 52.9% -2.3 16.1% +13.7 73.9%
SOURCE: SMITH TRAVEL RESEARCH, INC. 24 July 31, 2017 Marketing Partner Reports 10 A-G Collier Comp Set – ADR ($) 25 of 101 June 2017
Trans % ∆ 16-17 Grp % ∆ 16-17 Total Naples MSA $164.63 0.0 $153.56 +14.0 $160.64 Miami-Hialeah $147.79 -1.3 $157.47 +0.5 $146.87 Florida Keys $232.79 +0.3 $234.77 +2.5 $232.46 Ft. Myers $135.23 +1.0 $104.38 +2.6 $126.85 Sarasota-Bradenton $139.04 +14.8 $105.76 -4.0 $126.85 Clearwater $140.76 +3.0 $113.85 +6.8 $135.92 St. Petersburg $147.75 -0.7 $128.19 +1.6 $142.67 Palm Beach County $124.37 +3.8 $131.76 +3.0 $124.74 Ft. Lauderdale $113.25 +1.5 $121.38 -2.6 $112.78
SOURCE: SMITH TRAVEL RESEARCH, INC. 25 July 31, 2017 Marketing Partner Reports 10 A-G 26 of 101
Executive Summary Collier June 2017
26 July 31, 2017 Marketing Partner Reports 10 A-G Visitor Metrics 27 of 101 Collier June 2017
This June, some 144,800 visitors stayed in Collier’s commercial lodgings (+2.0%). Their visits contributed an estimated $146,727,800 of economic impact to the County (+5.9%). Key performance metrics are as follows:
June 2016 2017 % ∆ Occupancy 65.9% 65.5% -0.6 ADR $174.4 $187.3 +7.4 RevPAR $114.9 $122.7 +6.8
27 July 31, 2017 Marketing Partner Reports 10 A-G Visitor Metrics 28 of 101 Collier June 2017
Compared to last June, nearly seven out of ten (68.0%) lodging managers report their three month forward reservations levels as “up” or the “same:”
% of Properties (June) 2016 2017 Reporting Reservations Up 40.3% 36.2% The Same 33.3 31.8 Down 24.3 32.1
28 July 31, 2017 Marketing Partner Reports 10 A-G Visitor Metrics 29 of 101 Collier June 2017 Collier’s June visitation originates from the following primary market segments:
June Visitation 2017 Visitor # ∆ Florida 71,821 +2.4 Southeast 11,005 +10.7 Northeast 15,928 -13.7 Midwest 17,086 +6.5 Canada 2,606 +8.0 Europe 17,376 +5.5 Mkts. of Opp. 8,978 +5.4 Total 144,800 +2.0 29 July 31, 2017 Marketing Partner Reports 10 A-G Transportation 30 of 101 Collier June 2017
This June, half of the destination’s patrons flew (2016: 52.1%; 2017: 49.6%). A majority of these (59.1%) deplaned at RSW, with Miami capturing some 20.4% of deplanements.
30 July 31, 2017 Marketing Partner Reports 10 A-G Party Size/LOS/First Time 31 of 101 Collier June 2017
The typical June visitor party includes an average of 2.9 travelers who stay for 3.1 nights in the Naples, Marco Island, Everglades area.
Some 36.8% of Collier’s June visitors are in the destination for the first time (2016: 39.9%).
31 July 31, 2017 Marketing Partner Reports 10 A-G Information 32 of 101 Collier June 2017
Fully 96.5% consult the web for trip information, with some 82.4% making bookings for their trip online.
32 July 31, 2017 Marketing Partner Reports 10 A-G Satisfaction/Demographics 33 of 101 Collier June 2017
The vast majority (96.1%) are satisfied with their Collier stay, with 90.5% planning a future trip to the area.
This year, June visitors average 46.2 years of age (2016: 46.6 years of age).
33 July 31, 2017 Marketing Partner Reports 10 A-G 34 of 101
Paradise Advertising & Marketing, Inc.
ADVERTISING REPORT July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 35 of 101
ARRIVALIST METHODOLOGY
EXPOSURE MOVEMENT ARRIVAL MEASUREMENT
Arrivalist Analytics of technology representativ User moves finds the e sample that user in the is formed by destination the total location arrivals found in target destination
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 36 of 101
ARRIVALIST TERMS & DEFINITIONS
• ARRIVALS PER 1,000 EXPOSURES (APM) • EXPOSURES Number of arrivals measured per 1,000 impressions. Number of ad impressions/page-visits measured by Arrivalist Also known as Arrival Efficiency. • VERIFIED ARRIVALS APM = (Arrivals)/[Exposures/1000] Sampling of visitation measured from exposed users. • DAYS TO ARRIVAL Also known as Arrival Volume. Number of days taken between first exposure in origin market and arrival in • ARRIVALIST ATTRIBUTION destination market Arrival credit is given to the first exposed campaign in a • ORIGIN MAP DATA POINTS sequence of marketing exposures that inspired a visitor All map data points show APM from the selected origin market, Total to arrive in destination market. number of exposures & Total Number of arrivals from there
1 1 Arrivals per 1,000 Exposures 0.86 67,085 2 2 Total Number of Exposures 58 3 3 Total Number of Arrivals
CONFIDENTIAL
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 37 of 101
ARRIVALIST HAS MEASURED 14,510 *VERIFIED ARRIVALS
OCT 24TH 2016 STARTED PROGRAM
11,078 ARRIVALS PAID MEDIA
2,643 ARRIVALS OWNED MEDIA
*VERIFIED ARRIVALS ARE A SAMPLING OF VISITATION FROM EXPOSED USERS DATA AS OF 06-06-2017
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 38 of 101
INVESTING PAID MEDIA EXPOSURES IN ILLINOIS & MASSACHUSSETS HAS PROVEN EFFECTIVE
ARRIVALIST BENCHMARK APM FOR MIXED PAID MEDIA: 0.1 PAID MEDIA ARRIVALS 11,057 Domestic Arrivals STATE IMPRESSION % ARRIVAL % APM ILLINOIS 9.51% 14.52% 0.24 NEW YORK 16.30% 13.48% 0.13 MASSACHUSETTS 5.59% 10.85% 0.30 FLORIDA 7.27% 10.14% 0.22 OHIO 6.31% 8.66% 0.22
DATA AS OF 06-06-2017
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 39 of 101
PAID MEDIA PROGRAMS HAVE BEEN SUCCESSFUL IN ATTRACTING MORE UPPER FUNNEL USERS
AVG. TIME TO ARRIVAL 41.9 DAYS
PAID MEDIA
DATA AS OF 06-06-2017
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 40 of 101
WINTER CAMPAIGN ANALYSIS
A LOOK AT CAMPAIGN PERFORMANCE FROM FY17 WINTER CAMPAIGN
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 41 of 101
WHILE MOST OF THE EXPOSURES WERE SPENT IN FEBRUARY 2017 (39.02%), MAJORITY OF THE FY17 WINTER ARRIVALS HAPPENED IN MARCH (34.99%) EXPOSURES AND ARRIVALS BY MONTH 45.00% 40.00% MONTH EXPOSURES ARRIVALS 35.00% NOVEMBER ‘16 0.42% 0.23% 30.00% DECEMBER ‘16 1.15% 0.61% 25.00% JANUARY ‘17 33.11% 12.22% 20.00% FEBRUARY ‘17 39.02% 23.29% MARCH ‘17 26.28% 34.99% 15.00% APRIL ‘17 0.01% 19.60% 10.00% MAY ‘17 0.00% 7.94% 5.00% JUNE ‘17 (SO FAR) 0.00% 1.10% 0.00% NOVEMBER DECEMBER ‘16 JANUARY ‘17 FEBRUARY ‘17 MARCH ‘17 APRIL ‘17 MAY ‘17 JUNE ‘17 (SO ‘16 FAR) LONG TERM IMPACT EXPOSURES ARRIVALS
DATA AS OF 06-06-2017
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 42 of 101
SOJERN (0.93 APM) WAS THE MOST EFFICIENT MEDIA SOURCE DURING FY17 WINTER DISPLAY CAMPAIGNS
ARRIVALIST BENCHMARK FOR STANDARD DISPLAY ADS: 0.1 APM AVG. DAYS MEDIA SOURCE EXPOSURES ARRIVALS APM TO ARRIVAL ADARA 12.70% 25.90% 0.4 35 CHOOZLE 28.40% 11.80% 0.08 41.7 CNTRAVELER.COM 3.20% 0.90% 0.06 38.4 MAXPOINT 7.70% 1.00% 0.03 43.6 NBC 4.10% 1.70% 0.08 39.6 NYTIMES.COM 8.80% 3.40% 0.07 36.2 ORLANDOSENTINEL.COM 5.90% 1.80% 0.06 37.8 SOJERN 8.80% 42.40% 0.93 34.8
THEWEATHERNETWORK.COM 2.70% 0.60% 0.04 35.1 TRAVEL-SPIKE 7.70% 5.00% 0.13 39.6 VISITFLORIDA.COM 1.20% 2.20% 0.35 42.1
DATA AS OF 06-06-2017
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 43 of 101
SOJERN (0.30 APM) WAS THE MOST EFFICIENT MEDIA SOURCE DURING FY17 WINTER VIDEO CAMPAIGNS
ARRIVALIST BENCHMARK FOR PRE-ROLL ADS: 0.1 APM AVG. DAYS MEDIA SOURCE EXPOSURES ARRIVALS APM TO ARRIVAL CHOOZLE 75.30% 59.40% 0.05 36.9 CNTRAVELER.COM 0.80% 0.80% 0.07 40.6 MAXPOINT 10.10% 2.90% 0.02 43.6 ORLANDOSENTINEL.COM 5.20% 10.20% 0.13 43.9 SOJERN 4.30% 19.00% 0.3 35.4 THEWEATHERNETWORK.COM 4.40% 7.70% 0.12 33.6
DATA AS OF 06-06-2017
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 44 of 101
AVERAGE DISTANCE BY ARRIVAL (FY17 WINTER DISPLAY CAMPAIGNS)
AVERAGE DISTANCE 1,400 1,254 1,150 1,158 1,177 1,200 1,084 1,112 1,128 1,140 1,106 1,019 1,062 1,062 1,000 931
800
600 MILES 400
200
-
DATA AS OF 06-06-2017
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 45 of 101
AVERAGE DISTANCE BY ARRIVAL (FY17 WINTER VIDEO CAMPAIGNS)
AVERAGE DISTANCE 1,400 1,130 1,161 1,243 1,200 996 1,068 1,038 1,000 800 632 600 400 200 - MILES
DATA AS OF 06-06-2017
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 46 of 101
CUSTOM REPORT
AN ANALYSIS OF PAID AND OWNED MEDIA SEQUENCES IN TERMS OF EFFICIENCY
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 47 of 101
MORE EFFICIENT WITH OWNED THEN PAID MEDIA COMBINATION ARRIVALS PER 1,000 UNIQUE DEVICES DISPLAYED BY EXPOSURE SEQUENCE EFFICIENCY 30 27.58
25 2.4X 20
APMU 15 11.53 10 7.41 1.5X 5 0.46 16.1x 0 PAID ONLY OWNED ONLY PAID THEN OWNED OWNED THEN PAID
DATA AS OF 06-06-2017
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 48 of 101
KEY TAKEAWAYS:
• Massachusetts and Illinois are top performing paid media markets, and show strong organic interest as well • Markets could potentially absorb more investment
• Current vendors & paid marketing methods display lengthened arrival latency/more upper funnel
• Sojern’s media efforts were many times above Arrivalist benchmarks for “FY17 Winter” • Sojern’s Time to Arrival numbers were lowest for “FY17 Winter”
PARADISEADV.COM July 31, 2017 Marketing Partner Reports 10 A-G 49 of 101
National Public Relations Update TDC Meeting Services conducted from June 10 – July 6, 2017
July XX, 2017 July 31, 2017 Marketing Partner Reports 10 A-G 50 of 101 Media Highlights
LHG PR EFFORTS June 10 – July 6, 2017 Media Impressions: 45,836,713 June 10 – July 6, 2017 Value: $306,308 July 31, 2017 Marketing Partner Reports 10 A-G 51 of 101 Media Highlights
Corporate & Incentive Travel UMV: 13,650 Media Value: $1,000 Media Outreach July 31, 2017 Marketing Partner Reports 10 A-G 52 of 101 Media Highlights
Mantitlement Followers: 1,324 Dan George Media Visit July 31, 2017 Marketing Partner Reports 10 A-G 53 of 101 Media Highlights
Mandy Carter Followers: 3,679 Mandy Carter Media Visit July 31, 2017 Marketing Partner Reports 10 A-G 54 of 101 Media Highlights
Insider UMV: 21,657 Media Value: $144 Press Release Distribution
Business Insider UMV: 36,838,006 Media Value: 245,586 Press Release Distribution July 31, 2017 Marketing Partner Reports 10 A-G 55 of 101 Media Highlights
BravoTV UMV: 8,958,397 Media Value: $59,722 Media Outreach July 31, 2017 Marketing Partner Reports 10 A-G 56 of 101 Media Highlights
CBS This Morning UMV (online) 26,088,988 Broadcast Media Value: $105,000 Audience: 3.39 million
Becoming a Sports Tourism Destination: Bass industry in Tennessee town helps turn economy around
Story highlighted Naples U.S. Open Pickleball as shining example.
CVB worked directly with a producer at CBS This Morning beginning in February for story idea about smaller cities seeing positive impact from non-traditional sporting events. Supplied info on 2016 and 2017 tournaments, Sports Destination Management economic impact award, etc. Editor of magazine selected for interview about Naples. July 31, 2017 Marketing Partner Reports 10 A-G 57 of 101 Activities Recent Media Visits:
Dan George (Mantitlement) • Visited June 9-June 11 • Stayed at Hyatt House • Visited Pure Florida Fishing Charters, 7th Avenue Social, Ocean Prime, Shula’s, Wooten’s, Pinchers and more
Blogger Mandy Carter • Visited June 11-13 • Staying at JW Marco Island Marriott Beach Resort July 31, 2017 Marketing Partner Reports 10 A-G 58 of 101 Upcoming Media Visits Daily Mom - Elena Ollick (July 6 – 17) • Agency working to secure meals for writer “staycation”
Blogger Lauren Vandiver (August) • Agency developing contract to secure blogger visit
Blogger Dana Vento (July 17-24) • Agency vetted influencer and recommended to host blogger overnight
Blogger Ryan Noeker • Team vetted blogger and recommended on accommodating his request in exchange for hi-resolution photos
Southeast FL travel/food writer getaway & dining FAMs July 31, 2017 Marketing Partner Reports 10 A-G 59 of 101 Projects/Written Materials
T. Gallagher and C. Topkin visited destination for Annual Marketing Summit June 20.
CVB/LHG revitalizing newsletter for media; consumers July 31, 2017 Marketing Partner Reports 10 A-G 60 of 101
Thank you! Proud to be your Partner in Paradise! July 31, 2017 Marketing Partner Reports 10 A-G 61 of 101
Paradise Advertising
Digital & Social Media July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G CONSUMER NEWS EMAILS 62 of 101
Monthly Performance: The Highest click-through rate of any E-scape this year, so far. Dining would normally be a Niche-topic, but we chose to send it to the full list, knowing it would do better on the full list.
Link With Most Clicks: What’s New in 2017? Transformed Hotels & Deliciously New Dining 22.28% of all click-throughs
20.93% 15.05%
OPEN RATE CTR
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Topic Resolutions Romance Stress Pets Family Dining
Quantity Distributed 20,598 21,343 21,168 22,036 22,060 22,464 129,669
Open Rate 21.45% 22.48% 21.93% 20.75% 20.49% 20.93% 21.33% Click-Thru-Rate 14.85% 14.38% 10.67% 9.69% 10.51% 15.05% 62 12.62%
PAID RESULTS
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 87,262 87,282 87,282 87,282 87,282 87,282 523,6720
Open Rate 15.9% 13.8% 14.8% 14.4% 14.1% 13.5% 14.41%
Click-Thru-Rate 2.1% 1.6% 1.9% 1.7% 1.7% 1.5% 1.75%
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G CONSUMER NICHE EMAILS 63 of 101
Monthly Performance:
Link With Most Clicks: Dive Into Delicious Waterfront Dining 21.48% of all click-throughs
30.63% 17.04%
OPEN RATE CTR
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Water Water Topic Eco Art Eco Dining Sports Sports
Quantity Distributed 1,573 1,937 1,547 2,262 2,049 2,045 11,413
Open Rate 32.73% 33.09% 32.14% 33.29% 32.04% 30.63% 32.32% 63 Click-Thru-Rate 21.26% 16.22% 22.52% 20.83% 15.49% 17.04% 18.9%
PAID RESULTS
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 87,262 87,282 87,282 87,282 87,282 87,282 523,672
Open Rate 16% 14.2% 15.4% 15.4% 14.7% 14.3% 15%
Click-Thru-Rate 2.1% 1.7% 1.9% 2.0% 1.8% 1.6% 1.85%
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G MEETINGS EMAILS 64 of 101
Monthly Performance
Link With Most Clicks: Header Image (Golf Social image with Men and Women) 23.81% of all click-throughs
3.26%
OPEN RATE CTR EARNED RESULTS
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 5,996 5,938 5,851 5,786 5,752 5,701 35,024
Open Rate 16.38% 16.29% 15.38% 14.41% 14.81% 14.79% 15.35%
Click-Thru-Rate 2.69% 6.52% 4.74% 3.21% 4.76% 3.26% 4.19% 64 PAID RESULTS
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Quantity Distributed 49,964 150,000 150,000 12,261 200,000 150,000 712,225
Open Rate 15.2% 14.8% 15.6% 14.1% 15.3% 13.7% 14.78%
Click-Thru-Rate 1.9% 1.8% 2% 1.9% 1.8% 1.8% 1.87%
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G SOCIAL MEDIA: TWITTER 65 of 101
511.8K 13,094 10.8K
TOTAL IMPRESSIONS TOTAL ENGAGEMENTS TOTAL FOLLOWERS
RESULTS DELIVERED
KPI JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Impressions 85,388 64,932 70,173 82,887 108,380 100,037 511,797
New Followers 177 66 118 139 113 85 65 698 Engagements 1,792 1,205 1,747 1,814 3,729 2,807 13,094
Website Visits 103 79 112 74 90 73 531
Retweets 142 105 130 128 182 159 846
Mentions 252 215 285 387 190 262 1,591
*KPIs are cumulative for all Paradise Coast Twitter handles
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 66 of 101 SOCIAL MEDIA: TWITTER
66
Impressions: 3,102 Total Engagements: 133
Impressions: 2,849 Total Engagements: 99 PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 67 of 101 SOCIAL MEDIA: OCEAN PRIME INSTAMEET
On Saturday, June 24th we hosted an Instameet at Ocean Prime in Naples, Florida to celebrate National Seafood Month. We had 8 guests attend. The head chef, Jason Mallon, met the influencers, discussed summer dining deals as well as background on the restaurant and menu. Instagrammers were able to sample a variety of cocktails, appetizers and entrees.
Below is an overview on the reach the influencers had and the total engagements on the content shared from the event. The following numbers only reflect performance on Instagram and don’t take into consideration performance on other social media platforms.
83,771 1,850 18 POTENTIAL REACH TOTAL ENGAGEMENTS INSTASTORIES
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G 68 of 101 SOCIAL MEDIA: PINTEREST
3,266 190,981 2,059 634
AVG. DAILY IMPRESSIONS TOTAL VIEWERS TOTAL PINS TOTAL FOLLOWERS
RESULTS DELIVERED
KPI JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Impressions 1,188 1,453 2,871 2,159 2,203 3,266 68 3,266 (daily avg)
Viewers 14,843 20,060 33,312 41,638 36,176 44,952 190,981 (monthly avg) Engaged 240 267 504 2,031 1,968 2,688 7,698 (monthly) Total Pins 1,638 1,721 1,848 1,884 1,983 2,059 2,059
Followers 538 552 591 603 611 634 634
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G CAMPAIGN TRAFFIC 69 of 101
Monthly Performance
Number one source of campaign traffic for the month of June was Spring Summer campaign.
27,805 34,645 51,059 73.32%
USERS SESSIONS PAGEVIEWS BOUNCE RATE PAGES / SESSIONS
RESULTS DELIVERED 69
GOAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL
Users 25,912 52,255 36,045 23,720 33,772 27,805 199,509
Sessions 29,006 60,890 39,772 26,220 38,319 34,645 228,852
Pageviews 44,213 86,672 61,074 46,031 57,666 51,059 346,715
Bounce Rate 75.65% 77.70% 75.18% 61.86% 73.44% 73.32% 72.86%
Pages / Session 1.52 1.42 1.54 1.76 1.5 1.47 1.54
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G CAMPAIGN SUMMARY 70 of 101 ANALYSIS
Across all campaigns, Naples advertising generated close to 10 million impressions and 27,000+ clicks. An additional 1,400 people visited the website after being exposed to advertising. All digital campaigns performed above the industry benchmark of .05% - .10% click-through rate*.
RESULTS DELIVERED
View- Row Labels Impressions Clicks CTR Throughs VTR Dining FY17 549,257 612 0.11% 135 0.02% Display 478,232 481 0.10% 117 0.02% Video 71,025 131 0.18% 18 0.03% Spring Summer FY17 9,276,513 27,112 0.29% 1,302 0.01% Display 6,065,313 14,946 0.25% 1,136 0.02% Video 3,211,200 12,166 0.38% 166 0.01% Grand Total 9,825,770 27,724 0.28% 1,437 0.01%
70 Average Campaign Reach Frequency Dining FY17 386,741 1.42 Spring Summer FY17 6,699,446 1.39
* CTR benchmark according to Google’s measurement of US Tourist Destination campaigns.
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G CAMPAIGN DELIVERY – DISPLAY 71 of 101 ANALYSIS
Display campaigns generated 6.5 million impressions and over 15,000 clicks. All display campaigns performed at or above the industry benchmark of .05% - .10% click-through rate.
RESULTS DELIVERED
Row Labels Impressions Clicks CTR Display Dining FY17 478,232 481 0.10% Choozle 250,979 320 0.13% SeriousEats.com 227,253 161 0.07% Spring Summer FY17 6,065,313 14,946 0.25% Adara 858,279 665 0.08% Choozle 2,116,463 1,330 0.06% MaxPoint 1,191,717 8,733 0.73% OrlandoSentinel.com 614,292 768 0.13% Sojern 424,802 849 710.20% Travel Spike 587,027 2,169 0.37% Weather.com 183,392 331 0.18% WSJ.com 89,341 101 0.11% Grand Total 6,543,545 15,427 0.24%
* CTR benchmark according to Google’s measurement of US Tourist Destination campaigns. PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G CAMPAIGN DELIVERY – VIDEO 72 of 101
ANALYSIS
Video campaigns delivered over 3 million impressions with over 1.2 million of completions, resulting in a view completion rate of 67%.
RESULTS DELIVERED
Row Labels Impressions Clicks Completions Completion Rate Video Dining FY17 71,025 131 53,072 74.72% Choozle 71,025 131 53,072 74.72% Spring Summer FY17 3,211,200 12,166 1,236,058 38.49% Adara 358,535 106 196,503 54.81% Choozle 1,318,867 2,829 919,820 69.74% NYTimes.com 300,574 1,724 N/A 72 N/A OrlandoSentinel.com 123,070 1,035 88,806 72.16% Sojern 54,465 153 30,929 56.79% Weather.com 1,055,689 6,319 N/A N/A Grand Total 3,282,225 12,297 1,289,130 39.28%
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G GLOSSARY OF TERMS 73 of 101
Avg Frequency The number of times, on average, a person was exposed to digital advertising during the reporting period.
Bounce Rate The percentage of people who leave a website after viewing just one page.
CTR Click-through rate – the percentage of total impressions resulting in a click on the ad.
Impressions The number of times a digital communication element (email, banner ad, video, etc.) was viewed by a person. This number includes multiple exposures to an individual.
Interactions The number of clicks on measured elements within a website or digital ad. In Social Media, this refers to comments and shares.
Open Rate Click-through rate – the percentage of total emails sent that were opened and viewed. 73 Unique Users The number of unduplicated people exposed to digital communications.
VTR View-through rate – the percentage of total impressions resulting in a person visiting the website after being exposed to digital advertising but not clicking on the ad.
PARADISEADV.COM July 31, 2017 Marketing Partner ReportsPARADISE 10 A-G GLOSSARY OF SOCIAL MEDIA TERMS 74 of 101
Impressions The number of times a piece of content was viewed by a person. This number includes multiple exposures to an individual.
Instameet Opportunity where Instagrammers gather together to take photos / videos of an area or event.
Interactions The number of Twitter mentions and retweets.
Retweet A Twitter term referring to a repost or forwarded message.
Mention A Twitter term referring to the number of times someone has initiated or participated in conversation directly with the brand account.
Interaction Total number of times a user has interacted with a Tweet. This includes any clicks on the tweet (hashtags, links, avatar, username, tweet expansion), retweets, replies, follows, media views, follows, card clicks,74 and likes.
Pin Clickable piece of content within Pinterest that brings viewers to its source location on the internet. Pins are located within boards which are organized by topics and themes.
Unique Users The number of unduplicated people who interacted with social platforms.
PARADISEADV.COM July 31, 2017 Marketing Partner Reports 10 A-G 75 of 101
Collier County Tax Collector
TOURIST TAX COLLECTIONS July 31, 2017 Marketing Partner Reports 10 A-G 76 of 101 July 31, 2017 Marketing Partner Reports 10 A-G 77 of 101 July 31, 2017 Marketing Partner Reports 10 A-G 78 of 101 July 31, 2017 Marketing Partner Reports 10 A-G 79 of 101 July 31, 2017 Marketing Partner Reports 10 A-G 80 of 101
Miles Partners, Inc.
WEB SITE ANALYTICS July 31, 2017 Marketing Partner Reports 10 A-G 81 of 101 Report Summary: June 2017
• ACTIVITY: Visits took a slight dip (-5%) month over month, but visits rose 10% year over year. Year-to-date visits were also up 10% over this time last year; unique visits were up 15%. • ENGAGEMENT: Month over month, there were no significant shifts. Year over year, the homepage bounce rate more than doubled, but the overall bounce rate and average time on site essentially held steady. • TRAFFIC SOURCES: Campaign traffic was the dominant source, driving 46% of all visits – campaign traffic was static YoY. Organic traffic was the second largest source, driving 42% of visits – organic traffic was up 20% YoY, boosting visits above June 2016 numbers. • MOBILE: Mobile traffic increased yet again with 72% of all site traffic came from mobile devices (mobile phones and tablets). • SIGNALS OF INTENT TO TRAVEL: Month over month, goal completions were down 2% on average. Year over year, goal completions increased an average of 11%. The gains included guide orders (+16%), newsletter signups (+22%), deals page views (+53%), and BookDirect widget searches (+19%). • MOST VIEWED PAGES: The top five pages were: (1) Discover Your Paradise campaign page, (2) Homepage, (3) Events grid landing page, (4) Fourth of July Fireworks at Naples Beach event profile page, (5) Major Annual Events editorial page. • TOP MARKETS: The top five state markets in terms of activity were once again: Florida, New York, Illinois, New Jersey and Georgia. All saw substantial growth YoY except Florida. The top five metro area markets were: Naples/Fort Myers, New York, Miami/Ft. Lauderdale, Tampa/St. Pete and Orlando/Daytona. Activity from the New York market increased nearly 300% YoY; growth from the local market saw modest increases (+19%). • INTERNATIONAL SITES: o UK – MoM, visits fell 23% but time on site rose 12%. YoY, visits also declined (-17%) and engagement lost traction (time on site down 9%, bounce rate up 22%). o GERMANY – MoM, visits decreased 27% but time on site climbed almost 60%. YoY, both activity and engagement were strong – visits rose 54%, pageviews rose 63% and average time on site increased 15%. o BRAZIL – MoM, visits fell 31% but time on site rose 16%. YoY, visits and pageviews soared, increasing 249% and 181% respectively, while time on site fell 23% and the bounce rate increased 10%. Website Measurement Dashboard July 31, 2017 Marketing Partner Reports 10 A-G 82 of 101 June 2017
Activity Current LM %ch LY %ch YTD %ch Engagement Current LM %ch LY %ch Visits 73,628 77,397 -5% 67,225 10% 537,173 10% Avg. Time on Site 01:16 01:15 1% 01:19 -3% PageViews 140,634 149,234 -6% 129,478 9% 1,064,049 4% Bounce Rate (Total) 65.8% 65.4% 1% 64.9% 1% Unique Visitors 62,658 67,486 -7% 55,035 14% 449,817 15% Bounce Rate (Homepage) 56.2% 59.0% -5% 25.0% 125%
Activity Visualization YTD Activity 160,000 1,200 ,000 140,000
1,000 120,000 ,000
100,000 800,000 80,000
60,000 600,000
40,000 400,000
20,000
200,000 0 Visits Unique Visitors Pageviews June 2017 73,628 62,658 140,634 0 June 2016 67,225 55,035 129,478 Visits Unique Visitors Pageviews 2017 537,173 449,817 1,064,049 2016 486,743 392,792 1,025,472 Website Measurement Dashboard July 31, 2017 Marketing Partner Reports 10 A-G 83 of 101 June 2017
Traffic by Medium Visits over Time 5% 7% campaigns 140,000 120,000 46% organic 100,000 42% (none) 80,000 referral 60,000 Medium Visits BounceRate 40,000 campaigns 34,114 73.2% organic 30,159 60.2% 20,000 (none) 5,361 55.4% 0 referral 3,992 59.5% Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
2010 2011 2012 2013 2014 2015 2016 Sources of Traffic 2017 Source / Medium Visits BounceRate Traffic by Medium over Time google / organic 28,020 60.8% 140000 Facebook /Social 5,882 61.9% 120000 (direct) / (none) 5,361 55.4% 100000 MaxPoint / Display 5,357 87.0% 80000 Weather.com / Video 5,225 85.0% 60000 40000 Direct-lists / Email 3,299 33.1% 20000 Choozle / Video 2,106 92.7% 0 16 16 16 15 15 direct-lists / email 1,906 51.9% 15 /20 17 /20 17 /20 17 /20 17 /20 17 /20 17 /20 16 /20 16 /20 16 /20 16 /20 16 /20 16 /20 16 /20 16 /20 16 /20 15 /20 15 /20 15 Travel-Spike / Display 1,690 77.8% /20 15 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1/2 0 1/2 0 1/2 0 1 1 1 1 1/2 0 1/2 0 1/2 0 / / / / / / 6/ 5/ 4/ 3/ 2/ 1/ 9/ 8/ 7/ 5/ 6/ 4/ 3/ 2/ 1/ 9/ 8/ 7/ 6/ 10 12 11 12 11 NYTimes.com / Video 1,443 88.7% 10 Choozle / Display 1,381 81.2% Direct/None Referral Organic Campaigns yahoo / organic 1,074 56.3% Website Measurement Dashboard July 31, 2017 Marketing Partner Reports 10 A-G 84 of 101 June 2017
Signals of Intent to Travel Traffic by Device Category Goal Completion Rate (Total SITs/Pageviews) LM LY 20% mobile 8.13% 7.82% 7.98% desktop Instances LM %ch LY %ch GuideOrders 363 419 -13% 313 16% NewsletterSignup 223 204 9% 183 22% 52% 28% tablet Deals PageViews 3,033 3,120 -3% 1,987 53% Hotels & Rentals Listings Views 3,781 4,118 -8% 4,013 -6% Visits Pgs./Visit BounceRate Time on Site eBook Views 165 195 -15% 189 -13% mobile 38,071 1.58 71.4% 00:52 BookDirect Widget Searches 2,509 2,315 8% 2,109 19% desktop 21,200 2.65 51.3% 02:09 BookDirect Click-Throughs 1,354 1,304 4% 1,542 -12% tablet 14,357 1.69 72.6% 00:59 Total 11,428 11,675 -2% 10,336 11%
Most-Viewed Pages Visits by Day Pageviews BounceRate /discoveryourparadise 28,721 80% 4000 / 8,870 56% 3500 /listings/events 7,690 32% 3000 /listings/events/profile/4th-of-july-fireworks-at-na 4,182 74% 2500 /major_annual_events 3,722 41% 2000 /attractions 2,266 40% 1500 /articles/celebrities_find_their_own_paradise_in_ 2,196 83% 1000 /meetinparadise 1,908 37%
500 /guide 1,836 37% /map 1,805 82% 0 30 29 28 27 26 25 24 23 22 21 20 19 18 17 16 15 14 13 10 09 08 07 06 05 04 03 02 01 12 11 /lodgings 1,750 2% /listings/events/profile/city-of-naples-july-4th-para 1,572 60% 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- 2017-06- /listings/events?page=2 1,452 53% Website Measurement Dashboard July 31, 2017 Marketing Partner Reports 10 A-G 85 of 101 June 2017
ReferringDomains Visits By Geography Visits BounceRate MetroArea Visits LM %ch LY %ch m.facebook.com / referral 971 79.0% Ft. Myers-NaplesFL 11,020 10,847 2% 9,256 19% cityofmarcoisland.com / referral 343 40.2% New YorkNY 10,120 10,395 -3% 2,547 297% honeymoons.com / referral 323 51.1% Miami-Ft. LauderdaleFL 7,105 7,388 -4% 12,565 -43% airlebe-suedwestflorida.de / referral 236 54.7% Tampa-St. Petersburg (Sarasota)FL 5,789 5,886 -2% 8,300 -30% floridatravellife.com / referral 192 57.8% Orlando-Daytona Beach-Melbourne FL 5,243 5,436 -4% 8,654 -39% colliergov.net / referral 180 29.4% Chicago IL 3,883 4,357 -11% 1,417 174% snapsurveys.com / referral 143 73.4% Boston MA-ManchesterNH 3,205 3,326 -4% 740 333% facebook.com / referral 130 63.9% AtlantaGA 2,742 3,285 -17% 1,378 99% visitflorida.com / referral 100 31.0% West Palm Beach-Ft. Pierce FL 1,524 1,647 -7% 2,712 -44% l.facebook.com / referral 98 83.7% Philadelphia PA 1,161 1,037 12% 813 43% search.xfinity.com / referral 69 47.8% Washington DC (Hagerstown MD) 1,043 1,166 -11% 838 24% floridasunmagazine.com / referral 58 46.6% Minneapolis-St. Paul MN 564 387 46% 357 58% instagram.com / referral 53 69.8% Dallas-Ft. Worth TX 529 460 15% 558 -5%
Visits By Geography Visits By Geography (Visits to U.S. Site) State Visits LM %ch LY %ch Country Visits LM %ch LY %ch Florida 31,331 31,885 -2% 42,120 -26% United States 66,817 69,862 -4% 61,258 9% NewYork 6,623 7,129 -7% 1,901 248% Brazil 1,385 2,146 -35% 560 147% Illinois 3,953 4,399 -10% 1,562 153% Germany 1,273 1,477 -14% 754 69% NewJersey 3,951 3,751 5% 1,050 276% United Kingdom 983 1,028 -4% 1,283 -23% Georgia 3,006 3,588 -16% 1,567 92% Canada 845 823 3% 873 -3% Massachusetts 2,812 2,859 -2% 711 295% India 149 120 24% 159 -6% Pennsylvania 1,359 1,307 4% 1,025 33% Argentina 148 141 5% 125 18% Ohio 1,312 1,171 12% 1,150 14% Ukraine 142 101 41% 14 914% Texas 1,267 1,518 -17% 1,314 -4% Netherlands 141 71 99% 98 44% California 996 1,222 -18% 830 20% Italy 139 132 5% 110 26% North Carolina 820 816 0% 677 21% Switzerland 108 84 29% 84 29% Website Measurement Dashboard July 31, 2017 Marketing Partner Reports 10 A-G 86 of 101 June 2017
Browsers (all device types) Visits LM %chg LY %chg Safari 30,131 30,315 -1% 22,687 33% Chrome 21,774 22,368 -3% 30,544 -29% Safari (in-app) 6,603 6,688 -1% 3,766 75% Android Webview 5,794 7,676 -25% 0 100% Internet Explorer 4,027 5,316 -24% 5,197 -23% Firefox 2,987 2,794 7% 2,433 23% Edge 1,288 1,136 13% 1,055 22% Mozilla Compatible Agent 342 128 167% 4 8450% Android Browser 301 416 -28% 1,072 -72% Amazon Silk 235 356 -34% 258 -9% Website Measurement Dashboard July 31, 2017 Marketing Partner Reports 10 A-G 87 of 101 June 2017
CAMPAIGN ONSE RESP 46% 34,114 OF TOTAL VISITS TOTAL RESPONSES 38,319 34,205 LAST MONTH LAST YEAR
50% 51% OF TOTAL VISITS OF TOTAL VISITS
Campaigns Name Visits LM %chg Pgs/Visit BounceRate Time on Site spring-summer-fy17 24,944 27,577 -10% 1.26 81.1% 00:25 discoveryourparadise 3,228 3,119 3% 2.29 50.7% 02:00 meetinparadise 2,026 2,287 -11% 2.9 23.6% 02:41 dining-fy17 1,553 1,855 -16% 1.69 61.8% 00:49 brand-usa_in-market_brazil_2017 684 1,078 -37% 1.18 88.5% 00:35 golf landing 448 179 150% 1.35 2.7% 01:37 brand-usa_in-market_germanyspring_2017 327 776 -58% 1.2 87.2% 01:01 meetings 324 92 252% 1.12 87.0% 00:26 spring/summer-2017 228 850 100% 1.21 85.1% 00:16 discover your paradise 198 190 4% 2.08 67.7% 01:41 winter-fy17 59 134 -56% 1.24 88.1% 00:31 springsummer2016 19 13 46% 1 100.0% 00:00 brand-usa_in-market_germanyfall_2016 11 15 -27% 1 100.0% 00:00 brand-usa_in-market_uk_fall2016 7 13 -46% 3.43 28.6% 09:21 Website Measurement Dashboard July 31, 2017 Marketing Partner Reports 10 A-G 88 of 101 June 2017
International Microsite Activity International Traffic over Time to U.S. Site UK LM %ch LY %ch 14000 Visits 767 997 -23% 929 -17% Pageviews 1,777 2,299 2,019 -23% -12% 12000 Time onSite 01:45 01:34 12% 01:55 -9% BounceRate 60.5% 58.7% 3% 49.6% 22% 10000 German LM %ch LY %ch Visits 1,070 1,458 -27% 693 54% 8000 Pageviews 2,272 2,538 -10% 1,390 63% Time onSite 01:38 01:02 59% 01:25 15% 6000 BounceRate 68.1% 76.8% -11% 68.7% -1% Brazil LM %ch LY %ch 4000 Visits 1,264 1,833 -31% 362 249% Pageviews 1,840 2,499 -26% 654 181% Time onSite 00:53 00:46 16% 01:08 -23% 2000 BounceRate 83.9% 85.3% -2% 76.2% 10% 0 15 15 15 15 15 15 15 16 16 16 16 16 16 16 16 17 16 16 17 16 16 17 17 17 17 ------r- n- n- pr pr ov - Visitation to U.S. Site - Domestic vs. International ov - Jul- Jul- Ja Ja Jun Jun Jun Oct- Oct- A A Sep- Feb- Feb- Sep- Dec- Dec- Aug- Aug- N N Mar- Ma May LM %ch LY %ch May Domestic 66,817 69,989 -5% 61,258 9% Germany Canada UK Switzerland Denmark International 6,811 7,408 -8% 5,967 14% July 31, 2017 Marketing Partner Reports 10 A-G Website Measurement Dashboard 89 of 101
June 2017
SEO: Top 20 Keywords by Search Volume SEO: Top Opportunities (Striking Distance KW) July 31, 2017 Marketing Partner Reports 10 A-G Website Measurement Dashboard 90 of 101
June 2017
SEO: Top 20 Most Improved Keywords Website Measurement Dashboard July 31, 2017 Marketing Partner Reports 10 A-G 91 of 101
Metric Defintions Visit – This metric tracks the total number of visits to the website, both unique and repeat.
Unique Visitor –The metric counts each visitor’s first visit to the site during a specified time period.
Page View – A request to load a single page of a website.
Bounce Rate – Percentage of visitors who view only one page on the site and exit immediately without interacting with the site in any way. Because of event tracking in Google Analytics, outbound links, video plays and other site interaction elements that would have been a bounce before are now not counted as bounces. Paradisecoast.com has anaytics event tracking set up for outbound links. There is no industry-wide standard for bounce rate, but the generally accepted goal is less than 50 percent for overall bounce rate. Bounce rate can be affected by campaigns and promotions, referrals -- especially from social media, and many other factors.
Signals of Intent to Travel (SITs) – A measurement that captures goal completion events that indicate a strong desire that the site visitor will travel to the destination. The SIT conversions are unique to each website. Some examples include ordering a visitor guide, signing up for email newsletter, visiting a deals page, clicking through to a booking vendor, visiting the detailed listing of a hotel, activity orevent.
Traffic Sources: Organic Traffic – Visitors referred by an unpaid search engine listing, i.e. a Google or Bing search. Campaign Traffic – Traffic from campaign-related media such as banner ads and campaign landing pages; relies on proper tracking code setup to be attributed correctly. Includes traffic from paid search. Direct/None Traffic – Traffic that either comes from a visitor typing the web address directly into their browser, or they have bookmarked/favorited the site and are entering by opening the bookmark on their device. It also includes untagged links within emails or campaign traffic missing trackingparameters. Referral Traffic – Visitors referred by links on other websites, such as city/county government sites, social networks, and more. Much of this traffic is not easy to control, although it can be affected by social media posting. July 31, 2017 Marketing Partner Reports 10 A-G 92 of 101
Phase V
FULFILLMENT SERVICES July 31, 2017 Marketing Partner Reports 10 A-G 93 of 101 July 31, 2017 Marketing Partner Reports 10 A-G 94 of 101 July 31, 2017 Marketing Partner Reports 10 A-G 95 of 101 July 31, 2017 Marketing Partner Reports 10 A-G 96 of 101 July 31, 2017 Marketing Partner Reports 10 A-G 97 of 101 July 31, 2017 Marketing Partner Reports 10 A-G 98 of 101 Naples, Marco Island, Everglades CVB Request Summary by Guide
For the month of June 2017
Guide # of Requests Quantity Area Map 1 1 Golf Guide 0 0 Rack Brochure (Portuguese) 4 4 Rack Brochure (Spanish) 11 11 Visitor's Guide (English) 730 748 Visitor's Guide (German) 14 14
Grand Total: 760 778
Unique requests for guides: 760 Live Chat by Topic July 31, 2017 Marketing Partner Reports 10 A-G June 2017 99 of 101
Year to Date Topic # of chats Minutes Min/Chat Cumulative Accommodations 0 0.0 0.0 16 Airport 0 0.0 0.0 1 Arts & Culture 0 0.0 0.0 3 Attractions 0 0.0 0.0 14 Beaches 0 0.0 0.0 5 Charters and Tours 1 4.8 4.8 4 Contact 0 0.0 0.0 2 CVB Department 0 0.0 0.0 6 Dining & Nightlife 0 0.0 0.0 7 Directions 0 0.0 0.0 2 Discover 0 0.0 0.0 0 Events & Festivals 2 8.7 4.4 41 Family 0 0.0 0.0 0 Golf 1 3.9 3.9 1 Island Information 0 0.0 0.0 1 Media 0 0.0 0.0 1 Misc. 1 4.4 4.4 49 Outdoor Activities 0 0.0 0.0 7 Relocation 0 0.0 0.0 1 Salons & Spas 0 0.0 0.0 2 Shopping 0 0.0 0.0 0 Sports 0 0.0 0.0 2 Temperature 0 0.0 0.0 1 Transportation 0 0.0 0.0 4 Visitor's Guide 0 0.0 0.0 5 Wedding 0 0.0 0.0 4 Totals 4 17.9 4.5 179 July 31, 2017 Marketing Partner Reports 10 A-G 100 of 101
THANK YOU
Questions? July 31, 2017 Marketing Partner Reports 10 A-G 101 of 101