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ANALYTICS REPORT January to February 2021 BoundaryBC.com @BoundaryCountryBC @BoundaryCountry #BoundaryCountry KEY HIGHLIGHTS January to February 2021 Boundary Country digital marketing performance has seen both positive and negative impacts from the COVID-19 pandemic. From Jan. to Feb. 2021, BoundaryBC.com website was visited by 9,397 users (+24%) through 10,980 sessions (+25%) over 19,510 pageviews (+25%). The average session duration was 1 minute and 22 seconds (+7%), with an average of 1.8 pages per session (0%). Over the period, the @BoundaryCountryBC Facebook page gained 305 net likes (+62%), totalling 8,025 fans (+12%). During the period, the @BoundaryCountry Instagram account gained 45 net followers (-61%), bringing the count to 1,824 followers (+32%). *Percentages in brackets (+%) indicated changes from the same period (Jan. to Feb.) of 2020 COVD-19: March 2020 to Now The COVID-19 pandemic brought the world to a halt, and has greatly altered the tourism industry and the way it operates. It is important to keep the pandemic in mind when analyzing results for the digital efforts of the Boundary Country website and social media accounts. Our channels are garnering different traffic than previous reporting periods as our targets have shifted in accordance with travel guidelines and health regulations. Key COVID-19 Dates: ● March 17, 2020 - BC State of Emergency Declared ○ Social Media Activity Suspended ■ Accounts remain monitored ● May 8, 2020 - Periodic Social Media Activity Resumed ○ Ad $ Still Suspended ● BC Moves into Phase 3 of BC Restart Plan ● June 4, 2020 - Social Media Activity Reinstated ● July 17, 2020 - Social Ad Spend Reinstated ● November 19, 2020 - Provincial Health Officer of B.C. introduces new COVID-19 guidelines which include urging British Columbians to avoid non-essential travel ○ Extended indefinitely ○ Provincial and regional messaging switched to exploring/supporting local WEBSITE HIGHLIGHTS YEAR TO DATE PERFORMANCE January to February 2021 Over the period, the BoundaryBC.com website was visited by 9,397 users through 10,980 sessions over 19,510 pageviews. The average session duration was 1 minute and 22 seconds, with an average of 1.8 pages per session. The top channel was organic search at 85% of traffic, followed by direct traffic at 14%. Website traffic was relatively higher than the previous year. These results are pleasantly surprising considering the impacts of COVID-19. The pandemic may have helped expand interest in the region to a different audience, or people who want are anticipating the approval of provincial travel. These are a couple of the potential possible causes for the increases. WEBSITE HIGHLIGHTS TOP PAGES January to February 2021 The top landing page for BoundaryBC.com was the Halfling Top Landing Page Hideaway accommodation listing. The top Second Page viewed was the Maps page. / = Home page WEBSITE HIGHLIGHTS AUDIENCE - GEOGRAPHY January to February 2021 For the period, British Columbia has been the top region by users for the Boundary Country website at 66%, followed by Alberta at 12% and Ontario at 4%. The top cities by users were Surrey at 10%, followed by Kelowna and Grand Forks at 9%, and then Vancouver at 6%. WEBSITE HIGHLIGHTS AUDIENCE PROFILE January to February 2021 User age groups were fairly evenly distributed, with the largest segment being aged 25-34. The smallest segment was the age group of 65+. Users of BoundaryBC.com were split evenly between women (14%) and men (14%), though most users did not list a gender. Most users viewed BoundaryBC.com on mobile at 53% or desktop at 41%. FACEBOOK OVERVIEW January to February 2021 Over the period, the @BoundaryBC Facebook page has had Net Fan Growth of 305, bringing the count to 8,025 followers. There were 147,964 impressions and 3,874 engagements on previous posts. Facebook activity was significantly decreased compared to last year. The decreases in published posts and engagements is due to our team’s decision to reduce posting frequency for the duration of the pandemic. A reduction in published posts means less chance for audience to interact with content. Our team decided to suspend social media advertising this month which would also have contributed to the negative comparisons to last year, where spend would have been happening. This decision was made in anticipation of travel restrictions be eased in the coming months, it will be better used to drive travel interest in BC Residents then. Also, we have allocated some of these funds to the promotion of the upcoming ‘Here I Am’ Hero video. FACEBOOK FACEBOOK PAGE - VISITOR VIEW January to February 2021 FACEBOOK TOP POSTS BY ENGAGEMENT January to February 2021 FACEBOOK OVERVIEW January to February 2021 Our team scaled down the Published Posts/week from 5 (pre-pandemic) to 3 which explains the more gradual rise. The engagements chart reflects our posting patterns. FACEBOOK AUDIENCE DEMOGRAPHICS January to February 2021 The current fan base on Boundary’s Facebook account is 56% Women, on par with the previous monthly reports, with a fairly even distribution of age groups from 25 to 65. The largest segment is the 65+ group. FACEBOOK AUDIENCE GEOGRAPHICS January to February 2021 Geographics are consistent with the previous monthly reports, with most fans located in Canada, followed by the United States. Vancouver is the Top City for our audience followed by Surrey, and then Kelowna. INSTAGRAM OVERVIEW January to February 2021 During the period, the @BoundaryCountry Instagram account gained 45 net followers, bringing the count to 1,824 followers. 35 posts & stories were published in the period. Though it seems that our published posts & stories are up, this is not entirely the case. Our team posted a number of stories relating to casting calls for the Boundary 2021 Winter Video Shoot. The decreases in engagements is due to our team’s decision to reduce posting frequency for the duration of the pandemic. A reduction in published posts means less chance for audience to interact with content. Our team decided to suspend social media advertising this month which would also have contributed to the negative comparisons to last year, where spend would have been happening. This decision was made in anticipation of travel restrictions be eased in the coming months, it will be better used to drive travel interest in BC Residents then. Also, we have allocated some of these funds to the promotion of the upcoming ‘Here I Am’ Hero video. INSTAGRAM INSTAGRAM PAGE - VISITOR VIEW January to February 2021 Mobile Desktop INSTAGRAM TOP POSTS BY ENGAGEMENT January to February 2021 INSTAGRAM OVERVIEW January to February 2021 Our team scaled down the Published Posts/week from 5 (pre-pandemic) to 3 which explains the more gradual rise. The engagements chart reflects our posting patterns. INSTAGRAM AUDIENCE DEMOGRAPHICS January to February 2021 The fan base on Boundary’s Instagram account is mainly Women at 60%. The largest segment of followers is 25-34 with 32% of total followers. Instagram generally has a younger audience than Facebook, which is consistent with our collected data. INSTAGRAM AUDIENCE GEOGRAPHICS January to February 2021 Most fans were located in Canada, followed by the USA. The top cities by followers were Grand Forks, Kelowna, and Vancouver. CONTACT Kelly Galaski Boundary Country Project Manager t: 778.721.5448 e: [email protected] BACKGROUND OVERVIEW Boundary Country is a destination marketing brand for the local tourism industry sponsored by Regional District Kootenay Boundary (RDKB) RDKB is represented by Area C, D, E, City of Grand Forks, Village of Midway, City of Greenwood. Digital marketing is managed by Symphony Tourism Services, a subsidiary of the Thompson Okanagan Tourism Association. GEOGRAPHIC AREA Communities, hamlets, and mountains: Highway 3: Highway 33: • Bridesville • Big White • Rock Creek • Baldy Mountain • Greenwood • Beaverdell / Carmi • Midway • Westbridge • Phoenix Mountain • Christian Valley • Grands Forks • Christina Lake Geographic Connections: • Kettle Valley Rail Trail / The Great Trail Provincial Parks (west to east): • Kettle River / West Kettle River • Conkle Lake Provincial Park • Okanagan Highlands (west of Kettle River) • Kettle River Recreation Area • Monashee Mountains (east of Kettle River) • Johnstone Creek Provincial Park • Boundary Creek Provincial Park • Jewel Lake Provincial Park • Granby Provincial Park • Bluejoint Creek Recreation Site • Boothman’s Oxbow Provincial Park • Gilpin Grasslands Provincial Park • Christina Lake Provincial Park • Gladstone Provincial Park OVERVIEW Objectives • Increase visitation to Boundary Country as an alternative touring route • Increase longer overnight stays • Increase tourism revenue • Increase shoulder season visitation in June / September • Increase social media engagement and traveler advocacy • Increase business referrals and clicks throughs from the website to operators to close the sales Target Market • Family and Baby Boomers – Ages 25-64 • Lower Mainland / Okanagan to Alberta travelers • Washington Route 97 travelers CONTENT Themes • Outdoor recreation • History • Culture Messages Key experiences include: • Travel in Boundary Country connects people, refreshes • Kettle Valley Rail Trail / The Great Trail the human spirit, and creates stories • Hiking / Walking • Boundary Country offers natural beauty and easy access to wilderness • Biking • Boundary Country is a rural corridor set amongst small • Watersports in lakes and rivers townships with many outdoor recreational experiences for
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