Marketing Evaluation Background

• Derry City and Strabane District Council hosted the 17th City of Derry Jazz and Big Band Festival, from 3rd –7th May 2018. • The Marketing Budget for the campaign was £30,000 and ran from 20th March – 7th May 2018. This represented a 30% increase in budget, targeting key segments and geographic areas using a combination of online and offline tools:

 Print Material  Video & Photography  Broadcast  Digital  Press  Outdoor Advertising  Ambient

• A marketing campaign was delivered on a budget of £30,000 • The campaign commenced on 20th March and ran until 7th May 2018. Aims & Objectives

• Attract 66,000 (+10% on 2017) event goers over the weekend • Occupancy Rate 85% over four days (79% in 2017) • Achieve an AVE value of £175,000 (approx. 42% increase on 2017 (£123,337) • Ticketed events 75% sell out (71% in 2017) • Ensure agreed recognition to sponsors is awarded • Increase Facebook ad reach and engagement by 10% on 2017 • Increase in 20% of digital engagement with campaign vs 2017 Target Audience The campaign targeted the following NI Tourist Board segments:

Local Regional Donegal & RoI Target 50% 30% 20% Breakdown Target areas Derry & Tyrone Donegal Strabane Belfast Cork Coleraine Sligo Omagh Galway Fermanagh Dublin Co. Down Co. Armagh Marketing Activity Marketing Timelines Item Timeline Feb March April May 26 5 12 19 26 2 9 16 23 30 7 PRINT 32pp programme Posters Music trail Stands BROADCAST Q Network Downtown iRadio Drive 105 TG4 Marketing Timelines Item Timeline Feb March April May 26 5 12 19 26 2 9 16 23 30 7 PRINT Belfast Telegraph Family Life supplement Performance supplement Daily Mirror Derry News Inish Times, Letterkenny Post & Donegal Post Hot Press The Enterprise Marketing Timelines

Item Timeline Feb March April May 26 5 12 19 26 2 9 16 23 30 7 OUTDOOR 48 sheets 96 sheet Vinyls Buses & airporter Window vinyls Adshel live Impact wraps Washrooms Cinema Marketing Timelines

Item Timeline Feb March April May 26 5 12 19 26 2 9 16 23 30 7 DIGITAL Social media Google Youtube Spotify ITV Hub Ezine Belfast Telegraph MPU Belfast Telegraph video roll Jazzireland.ie Marketing Spend

ITEM COST % Print materials – Save the dates, programme, posters, Jazz Trail £3,565 Distribution £735 Outdoor – Billboards, Buses, vinyl banners, window vinyls, Road signs, £11,249 Washrooms, screens Press Ads £1,899.20 Digital £7,118 Filming & Photography £3,200 Research £157.50 Broadcast £1,955.07

TOTAL £29,878.77 Print Materials Item Quantity

32ppprogramme 7,000

Jazz Trail 20,000

Posters 300

Launch prop 2

Distribution: NI wide – participating venues, hotels, regional tourist information points, restaurants, shops, receptions, libraries and all other public venues. Press Ads Item Quantity

Belfast Telegraph Quarter page Family Life supplement Half page Performance supplement Full page Derry News Quarter page

Donegal print Quarter page

Enterprise magazine Half page ITEM QUANTITY Vinyl banners 3 Outdoor Window vinyls 3 48 sheet 5 96 sheet 1 Digital screens 1 Buses 16 Airporter 4 Washrooms 50

Cromac Street, Belfast Culmore Road, Derry

Radio

ITEM SPOTS (20 secs)

Q Network 120

Downtown (NI wide) 18

iRadio 28

Drive 105 98 Digital Overview Metric 2017 Figures 2018 Target 20 Mar – 8 May Volume % change `% change 20 March – 8 May (Based on on 2018 on 2017 Target) target Facebook

Engagement 12k 13.8K 14.4K +585.60 5% 20% Awareness 1.4K 1.54K 1.56k +200 1.2% 11% Impressions 1.M 1.1M 1.7M -600k 54% 70%

Twitter Engagement 304 349.60 814 +464.4 132% 167% Awareness 464 510.40 566 +55.6 11% 21.9% Web Webviews 50,242 55,277 59,431 +4154 8% 18% Users 16,252 18,689 20,287 (New Users +1598 8% 24.8% 19738) WEB TRAFFIC SOURCES Referral Email Display Website 4% 0% 0% Paid Search 11%

Campaign Users Organic Search 10122

Direct 4196 Social Organic Search Social 3659 17% 48% Paid Search 2301 Referral 809 Email 104 Display 18 Direct 20% SOCIAL REFERRALS Twitter InstagramOther Stories Website Social Referrals 8% 0%0%

Campaign Users

Facebook 4480

Twitter 373

Instagram Stories 16

Other (LinkedIn & YouTube) 5

Facebook 92% Website www.cityofderryjazzfestival.com

The campaign website was updated before and during the events with details of the 350 acts performing across 70 venues in the City

Web Results 2017 Actual Change 1 Feb – 19 Mar

18% Page Views 50,242 59,431

Unique Users 16,252 20,287 24.8% Google Search & Display Advertising A digital display & search campaign across the Google Network was carried out. Eye catching creatives using the brand were used in a number of sizes including, skyscrapers, leaderboards, mobile leaderboards and MPUs. The search campaign used a number of keywords and searchable terms across the festival.

Clicks Interacti Campaign Impressions on Rate CPC Jazz (Display) 976,428 1491 0.22% £0.26

Jazz Search 8,844 731 8.27% 0.83p Total - - Google Display Campaign o Google Display Ads ran 29 March – 18 April o Display Network Only campaign with audience targeting filter, reaching people within our target areas across all desktops, mobile and tablets o Range of image based ad formats used such as leaderboard, mobile leaderboards, MPUs & skyscrapers o Target locations Northern Ireland, Monaghan, Sligo, Donegal & Galway o Audience targeting: Affinity audiences, In-market audience (ROI) o Interest Group included, Technology, Sports & Fitness, Event Tickets etc,. o Adverts were served: Media & Entertainment, Lifestyles & Hobbies, News & Politics, Travel, Real Estate, Home & Garden, Consumer Electronics to the 35 – 65+ age group bracket Google Search Campaign • The search campaign ran from 24 March – 14 April • Target locations Northern Ireland, Monaghan, Sligo, Donegal & Cavan • A number of jazz festival related keywords were used to ensure the advert was served to the correct people • Age groups targeted were 35 – 65+ years • Call out extensions highlighted in red were used to take users straight to the desired pages • The search click though was 8.27%, well above the average of 2% Advert Copy Digital Display – What’s On NI Results 25 Mar – 7 May Impressions 82,561 Clicks 79 CTR 0.10%

The campaign booking consisted of 20,000 impressions running across the whatsonni.com website. It actually over delivered by 300% - 82,000 impressions. Video on Demand (VoD) – ITV Hub

A 20 second jazz video campaign ran on the ITV Hub from 9 April – 22 April targeted at over 35 year olds. VoD– Stats

Clicks Interaction Campaign Impressions Rate Top programmes Served Jazz VoD 43,902 170 0.39% Coronation Street Emmerdale Britain’s Got Talent The Only Way is Essex Sam & Billie Mummy Diaries Marcella Jeremy Kyle Real Housewives of Cheshire Benidorm Family Guy Social Media – Facebook A mixture of content used across organic and paid posts. An event was also added on the Jazz Festival Facebook Page, reaching over 80,000 people. Social Media – Facebook Results

Reach 12,910

Reach 27,800 Reach 13,161 Social Media – Facebook Facebook Numbers Reach 481,337 Impressions 1.6M

A Facebook Pixel retargeting campaign was used. If a user clicked on the homepage, they would be served an advert taking them to the listings page.

Retargeting Campaign Best Performing Post • Reach 579 Reach 28,952 • Impressions 7453 Impressions 327,002 • Landing Page clicks 78 Facebook Stats Social Media - Twitter Best Performing Tweet 104,774 Impressions Social Media - Twitter

User Generated Content Twitter was an excellent tool for triggering user generated content using the campaign hashtag #DerryJazzFest

This highlights that people were engaged, so much so that they were creating content on their own social media channels and sharing those among their own followers. Twitter Stats Spotify Advertising

Spotify advertising was a brand new platform used for this year’s Jazz Festival. A 30 second script was written, recorded and served to all music genres within Northern Ireland.

The advert was served at least 5 times to users, creating excellent brand awareness.

Item Ads served 43,515 Reach 8,307 Number of times 5.24 ad served to each user CTR 0.38% You Tube

YouTube advertising was explored as a new digital avenue for this year’s festival. 20 second adverts and 6 second bumper adverts were utilised.

Bumper Adverts Instream Adverts

11 -30 April 2018 Impressions 56,316 Clicks 212 Interaction Rate 0.38% Snapchat

Snapchat filters were placed at key locations and users were encouraged to use these across other social channels.

Jazz Festival

Swipes 2036 Cost per Swipe 0.01p

Uses 562 Cost Per Use 0.19p

Views 32,236 Cost per View 0.005p Snapchat

Shipquay Street

Millennium Forum Waterloo Street & Waterloo Place

Guildhall Square Foyle Street Digital Spend

Approximately £5000 spent on several digital channels Area % Google Search 12% Google Display 11% You Tube 6% What’s On NI 7% VoD (including prep) 33% Spotify 9% Snapchat 2%

Facebook 17% Twitter 3% Occupancy

DATE TOTAL ROOMS OCCUPIED HOTEL OCCUPANCY %

Thursday 3rd May 2018 497 72.45

Friday 4th May 2018 604 88.05

Saturday 5th May 2018 678 98.83

Sunday 6th May 2018 651 94.90

AVERAGE OCCUPANCY % 2430 88.56

• Total occupancy was 2,430 rooms, in comparison to 2017 which was 2010 • The average occupancy rate for 2018 was 89% PR Activity

Awaiting PR value Results Objectives 2017 2018 Comments Marketing Budget 23,000 30,000 +30% extra budget to widen audience reach Attract 60,00 visitors 60,000 70,190 +17% 75% ticket sales 71% Awaiting figure Achieve Occupancy 79% 89% +13% Level of 85% Achieve AVE value of £123,337 Awaitingprvalue £175,000 Increase Facebook 12k 14.4k +20% engagement by 10% on 2017 Results - Survey • 56 respondents • 57% attending jazz Festival • 98% rated the Festival very good or good • 48% heard about Festival through digital channels • Geographical breakdown: Council area 50% Rest of NI 16% RoI 2% Outside Ireland 32% A wonderful festival and humbled to have been involved. Special thanks to everyone at Playhouse Derry for a great night. <3

Feedback If Carlsberg did Jazz Festivals...... ? Derry is Probably better than Cork now, Ben Farrell Facebook

Great weekend. Back to London now until next year, Cormac McReynolds Facebook

A wonderful festival and humbled to have been involved. A special thanks to everyone at the Playhouse for a great night, Kaz Hawkins

We were visiting from Cork and thoroughly enjoyed ourselves. Roll on 2019! Collete O’Donovan, Facebook

Wonderful wonderful time @derryjazzfest - EIGHT superb shows - lovely people #derryjazzfest THANK YOU VERY MUCH !!! Red Stripe Band Conclusion • This was the most successful Jazz Festival campaign to date, with all targets met and exceeded. • The event attracted over 70,000 people across the five day Festival. • The increased marketing budget allowed the marketing campaign to start earlier (as per recommendation in 2017) and with a heavier focus on digital marketing than previous years. We also advertised in the Enterprise, Belfast to Dublin route Magazine, and targeted other RoI Jazz Festivals • The format of the programme changed to a smaller version, which a shorter print run of 7,000. Conclusion • Results from the survey showed that 98% found the Festival good or very good (which is an increase of 4% from 2017). Also, there was a significant increase in visitors from outside RoI. • Occupancy rates were up every night on 2017, with a 12% average increase on last year • The digital and social media campaign met and exceeded all targets • New channels were utilised such as Spotify and YouTube Conclusion • Twitter performed particularly well with engagement increased by 167% YoY • The digital display campaign was successful gathering 976,428 impressions resulting in 1461 clicks through to the campaign website with the search campaign achieving a 8.27% CTR, which is above the 2% average • Web traffic increased 18% compared to 2017 figures • Approximately 65% of social media activity took place over the festival dates. This mirrors the same trend as 2017, showing that social media is an integral point of reference for up to date information during the festival Recommendations • The printed programme should be scaled down further than 32 pages, possibily omitting the schedule, and keeping it for the Jazz Trail • Develop the Jazz Festival website, so it is ready to go live at the start of 2019 • Further targeting of the RoI market – research other channels/methods • Marketing team should accompany programming team to meet key venues at the planning stage so as to co- ordinate efforts. • More surveys should be taken in 2019 for better measurements • Starting the digital and social media campaign earlier, possibly the start of February to encourage early awareness and engagement • Further explore the opportunities YouTube can provide by increasing the bid for views • Greater targeting of digital ads to achieve the best possible return on investment such as interaction rates and cost per clicks • Further investment on retargeting campaigns across all social channels (where available) and website • Identification of key jazz & arts sector influencers that can be used before and during the festival • Development of a jazz blog featuring key artists participating the festival.