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Annual Report Recap

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Annual Report Recap Annual Report Recap FY 2018 OVERARCHING GOALS - Begin Strategic Planning Process - A 2% increase in the number of visitors to Agenda Sarasota County and a 1% increase in visitor spending. 1. Goal 1 – Destination Brand 2. Goal 2 – Destination Development 3. Goal 3 – Enhanced Visitor Services Goal 1 – Destination Brand - Integrated Advertising - Website - Media Relations - Content - Promotions All Roads Lead to VisitSarasota.com 334,391 Referrals Delivered to Sarasota County Businesses! • Visits up 43% • Unique visitors up 36% • Pageviews up 50% • Bounce rate down 20% • Virtual Guide Views up 85% Website Goal: Increase e-newsletter subscriber base by 3% YOY Utilizing a GetSmart E-newsletter signup tool, Visit Sarasota County was able to increase the list of consumer e-newsletter subscribers by 512% over the prior year. Traditional Media: Print Traditional Media Print Summary- General Leisure The Research: • Utilized data captured from Arrivalist and Downs & St. Germain to determine markets of opportunity - identified as Columbus and Cleveland The Strategy: • Tapped into markets showing organic arrivals to leverage that interest with paid media • Upped the focus in these markets while staying true to the consistent media presence in Chicago, Toronto, Philadelphia, and Boston The Results: • By using a mix of big brand name publications and small, Visit Sarasota County maintained a robust circulation number while promoting a variety of messages – from Niche (arts, LGBT, meetings/group, and sports) to General Leisure Traditional Media Print Summary- General Leisure Media Partners Traditional Media Print Summary- Niche Media Meetings Wedding Sports Arts and CultureArts Traditional Media Broadcast Summary The Research: • Continuing with the identified opportunity markets as well as the historic markets, we drilled into each DMA to find the best stations to partner with per target audiences • Research tools used – Strata Market Profiler and MRI The Strategy: • Spots aired during news broadcasts and programs geared towards women 35+ • Focused on NBC and ABC networks to encompass the demographic that skews towards women 35+ (NBC) while spanning into the younger demo and families (ABC) • Programs included - Live with Kelly, Good Morning America, Dr. Phil, Grey’s Anatomy, Quantico, The Today Show, Entertainment Tonight, Rachael Ray, The Hub, Ellen, The Bachelor, 2018 Winter Olympic Coverage Traditional Media Broadcast Summary - The Results Cleveland DMA New York DMA • Stations –WEWS (ABC), WKYC (NBC) • Stations – WABC (ABC), WNBC (NBC) • Flight-1/29/18-2/26/18 • Flight-1/11/18-2/11/18 • Added Value -bonus rotator spots • Added Value – Bonus rotator spots • Total GRPs – 736.10 • Total GRPs – 280 • Total spend - $40,000 net • Total spend - $93,291 net Columbus DMA Boston DMA • Stations – WSYX (ABC), WCMH (NBC) • Stations –WCVB (ABC), WBTS (NBC) • Flight-1/29/18-2/26/18 • Flight-1/8/18-2/4/18 • Added Value – Bonus rotator spots • Added Value -bonus rotator spots • Total GRPs – 722.10 • Total GRPs – 250.4 • Total spend - $40,054 net • Total spend - $59,975 net Out of Home Out of Home Summary Out of Home The Research: • To cohesively make a dent in opportunity and historic markets, we tapped into executions to make the biggest impact with a reasonable budget • Research tools used – Outfront and MRI The Strategy: • Targeted individuals as they moved through their everyday lives with vacation messaging that resonated • Raised awareness for visiting Sarasota using fun and exciting elements that were hard to miss. • Utilized video displays in office elevator and lobby screens throughout the downtown business districts • Implemented transit advertising that could be seen by users, pedestrians, or those in cars passing by the transit stations • Added in high impact wallscapes in downtown areas for high visibility impact The Results: • Whether the audience was walking around the cities, using the public transportation, or riding the elevator to their office, they were almost sure to be touched by one of Sarasota’s messages. All total, the campaign delivered more than 25 million impressions Digital Media Digital Media SEM: Google / Bing Total Spend: $478,208 Impressions: 17,859,439 Clicks: 1,030,143 Conversions: 14,836 – downloaded a guide, requested a guide or signed up for the e-newsletter • SEM garnered 82% more clicks, and 44% more conversions in FY 2018. • We expanded into a large variety of video content throughout the year, allowing us to reach different audiences for beaches, events/festivals & general content. • Although we encountered some challenges with mother nature at the end of the year, we were able to shift focus away from beaches and more towards off the beach activities. Facebook Digital Media • Strong video and ad presence on FB, with creative reaching all demographics, audiences & interests. • Have seen strong results with ‘beaches’ and ‘events’ themed ads • Users are highly engaged in the video content – key to engagement is to keep the rotation fresh. Display Digital Media • Consistent or improved metrics quarter over quarter • Arrivals Per Thousand (APM) far exceeds industry standard of .09 • Signals of Intent to Travel (SIT) conversions high • Q4 spike in c/SIT and c/Arrival is due to added Meetings/Group awareness push that skews away from our Arrival and SIT goals Digital Media Display Media Placements Data Driven Arrivalist ARRIVALIST METHODOLOGY IMPRESSION MOVEMENT ARRIVAL MEASUREMENT ANONYMOUS USER VIEWS CONTENT ARRIVALIST TECHNOLOGY ANALYTICS PERFORMED USER MOVES FROM FINDS THE USER ON A SAMPLE OF HOME LOCATION ARRIVALIST PIXEL IS IN DESTINATION TOTAL ARRIVALS EMBEDDED IN THE CONTENT Note: Verified Arrivals are a sample of the arrivals from media exposed users. Data Driven Arrivalist A main goal for FY18 focused on Arrivals. We set a goal of 0.175 Arrivals Per Thousand (APM). We came in at 0.33 APM, well above the 0.18 APM we achieved last year. This competitive APM shows the media efforts throughout the year paying off since we were able to achieve such a high APM on awareness/high funnel placements. Overall verified arrivals increased by 88% over last year Arrivalist: markets aligned Data Driven • Top Drive Markets: Tampa, St Pete, Orlando, Daytona, Fort Myers, Naples, Atlanta • Top Fly Markets: New York, Boston, Chicago, Cleveland, Philadelphia, Colum • The alignment with the origin markets and the targeted media markets shows the success of the campaigns in the associated areas Note: Population size factors into rank as well (i.e. The population size of NY helps give the market an advantage in arrivals versus Columbus Arrivalist Data Driven • Days to arrival after exposure is 31-60 days (reflecting namely the drive markets) and 91-180 (reflecting the fly markets) Integrated Advertising: Columbus & Cleveland Timing: Quarter 2 – January – March 2018 Media Platforms: Broadcast, Out-of-Home (OOH), and Print Budget: $150,000 *Transit Kiosks *High Impact Wallscapes Broadcast Placements • Partnered with NBC and ABC networks: W35+(NBC) and also a millennial/families (ABC) • Programs: Live with Kelly, Good Morning America, Ellen, The Today Show, and 2018 Winter Olympic Coverage Total Gross Ratings Points (*GRPs): 1,558 *Tearsheet CAN Journal *Elevator and Lobby Video OOH Placements Results • Utilize a mix of office elevator and lobby screens, transit kiosks, and high impact wallscapes to provide frequent • Utilizing Arrivalist software, 800+ arrivals were reported messaging to core consumers as they move through their directly correlated to the digital media campaign. An increase day of 140% year over year. Total Impressions: 2,460,115 • A post campaign survey showed a 3% increase in intent to visit Print Placements Sarasota. That’s an additional 23,000 visitors from Ohio with direct spending increase of nearly $24.2 million. Collective Arts Network (CAN) Journal, CityScene Magazine, Cleveland Scene, Cleveland Magazine, • Elements of the campaign were noticed by 5% to 8% Columbus Monthly, Ohio Magazine, Prizm Magazine (60K people) of the target audience. Total Readership: 538,243 Media Relations (Domestic) Goal: Garner 900 Million Earned Media Impressions (Hit over 1,300,000,000!) - Chicago Parent (resulted from media blitz and subsequent visit, is a multi-page feature piece and targets a key geographic and niche market.) - NYT (major national outlet, round-up piece, and positions us as an Arts/Cultural mecca. - Today Show - UPTOWN Magazine (national feature from Art Ovation/Arts & Cultural Press trip) Media Relations (International) Content Goal: Increase video content (Delivered over 20!) Promotions Goal: Sustainable and Eco-friendly Promotional Items Marketing Grant Program Nine $10,000 Marketing Grants (Total $90,000) - Science and Environment Council of SW Florida (Eco- - The Marie Selby Gardens Botanical Gardens travel campaign) (Warhol: Flowers in the Factory) - Sarasota Film Festival (Moonlight Movies) - Whiskey Obsession (Whiskey Obsession Festival) th - Florida Studio Theatre (10 Annual Improv Festival) - Florida West Coast Symphony (Sarasota Music - Suncoast Foundation for Handicapped Children Festival) (Suncoast BBQ & Bluegrass Bash) - Sarasota Ballet (International Intensive) - Asolo Theatre Inc (The Jungle Book) Marketing Grant: Florida Studio Theatre Visit Sarasota County awarded Florida Studio Theatre a grant in the amount of $10,000 toward the out of town marketing for the 10th Annual Sarasota Improv Festival. Through this grant, FST was able to expand its marketing efforts to constituents in Tampa, St.
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