HomeMy WebLinkAbout04. VLMDAC 2020.MayFINALVLMDAC MEETING
MAY 21, 2020
Agenda
•Monthly Financial Report, Carlie Smith
•Approval of April 16, 2020 Minutes, Board
•Public Relations Update, MYPR
•Data & Website Update, Cactus
•COVID-19 Updates: Budget, Media & Creative, All Partners
•Events Update, Mia Vlaar
•CSE Meeting Update, Erica Cannava & Skip Thurnauer
•Other Business
PUBLIC RELATIONS
Public Relations
FRONT RANGE ZOOM HAPPY HOUR
Objectives
•Support Denver and Vail businesses
•Keep Vail top-of-mind with Front Range media
•Support our media partners during the pandemic
What We Did
•Invited two dozen media to attend
•Delivered food/drink boxes after before each happy hour
•Two, $50 gift cards to Vail restaurants
Public Relations
Public Relations
FRONT RANGE ZOOM HAPPY HOUR
Who Attended
•19 of 24 media invited attended
•Front Range media representing the following outlets:
–Mountain Living
–American Way
–Hemispheres
–KDVR
–ColoradoBIZ
–Colorado Parent
–Westword
–Elevation Outdoors
–InGoodTasteDenver.com
–Denver Post
–Colorado Meetings & Events
–AAA Encompass
–@biteswithbre
–Travel & Leisure
–CBS Denver
Public Relations
Public Relations
Public Relations
FRONT RANGE ZOOM HAPPY HOUR
What We Learned
•Opportunities for freelancers are limited –they are hustling harder than ever!
•Most media outlets handling their own content
•Drive market travel
•Younger writers –anxious to travel
•Older writers/family travel writers –much more cautious, safety a huge concern
•Concerned they’ll be inundated by Colorado destinations
•Get creative in working with media who have multiple skills e.g. photography, video, etc.
Public Relations
FRONT RANGE ZOOM HAPPY HOUR
Media Feedback
•“Thank you so much, what a brilliant idea, it was such a treat and wonderful to see you and your team.” –Darla Worden, Mountain Living
•“I LOVE this idea! Was just telling someone else about it. I’m happy to attend!” –Josh Berman, freelance writer Denver Post
•“It was a lovely break from all of the strain of the pandemic. I’m so excited to get up to Vail this summer –we’ll be there as soon as it opens!” –Shelly Steig, freelance writer AAA, Colorado Meetings & Events, Colorado Expression, etc.
•“I’m so excited for this! Thank you for putting this together and lifting my spirits.” –Bre Patterson @biteswithbre
Public Relations
Public Relations
FRONT RANGE ZOOM HAPPY HOUR
Outcomes
•Personal follow up –emails/calls -all attendees
•Media opportunities
–Mountain Living
–Colorado Expression
–@biteswithbre
–Travels with Jules
–Colorado Traveler
–Elevation Outdoors
•Good will with key Front Range media
DATA & WEBSITE UPDATES
Website + Data Goals / KPIs
•Optimize every step of the consumer journey
•Increase consumer engagement to help drive loyalty
•Improve Word of Mouth and NPS Score
•Determine true ROI, or more appropriately ROAS (Return on Ad Spending)
Website + Data Goals / KPIs
INSPIRATION CONSIDERATION BOOKING PLANNING EXPERIENCING SHARING
Evaluate:
Messages
Audiences
Tactics
Devices
Time + day
Seasonality
Behavior Tracking:
Competitive set
interest
Search (events,
weather, dining, etc.)
Channel behavior
Web behavior (new vs
previous visitation,
time on site, pages
visited, onsite actions,
content searched,
database sign up, etc.)
Understand and optimize:
BookDirect (onsite
action through
booking
conversion)
Adara (booking
timeline and trip
details like length
of stay, how much
$, party size)
Other sources
(lodging reports,
Destimetrics, etc.)
Search behavior
via Google
Owned activity
engagement:
Website
Social
In-market
businesses
In-market data
Movement through
Vail
Points of interest
NPS
Real-time problem solving
Recognition
Reward
Amplification
Social monitoring:
Engagement
Sentiment
Sharing
Shareable moments that can inform the
journey
Encourage re-
visitation
Website + Data Next Steps
•Drive traffic to site and start gathering data –Beginning June 1 with media launch
–Weekly reports with directional insights covering media and website optimizations –Beginning 2
weeks after start of significant traffic
–Monthly reports with Adara insights incorporated
–Adara reports with 90-day attribution results (ex. what media tactics are driving booking, etc.)
•Ongoing dev + Site Audits
–Ongoing dev –as needed support based on report insights
–Content / SEO review –evaluation against benchmark performance –3+ months
–UX review –identify structural improvements that drive goals –6+ months
COVID-19 UPDATES: BUDGET, MEDIA & CREATIVE
Current Situation
Due to daily situation shifts, the current situation will be updated and
presented just before the meeting.
Budget Shift Level 1: 13% Reductions
Reductions:
•Media by 8% with reductions in digital and traditional media in destination/flight markets
•Brand and tactical asset acquisition by 56% by reducing assets acquired and brand shoot
•Mexico efforts by 65% by eliminating Sales efforts, shifting Mexico City PR event dollars to media, cutting one press trip, reducing media buy and fees
•Social efforts by 57% with Cactus and Town of Vail reductions and eliminating Vail Mountain’s efforts and support
•Summer master calendar eliminated
•Town of Vail Email Marketing expense eliminated
•Town of Vail swag for Mountain Travel Symposium eliminated
•Group Sales by 11% by cancelling in market client events, memberships & FAM tour
•Cactus media planning by 47%
Savings:
•Public Relations saving of 21% from New York media mission
•Town of Vail website savings of 10%
•Vail App Marketing savings of 45%
•Intercept Research savings of 33%
•Bus to Hike collateral production moved to TOV saving 1%
Re-Allocations:
•$7,000 for Video/Spot Production of series of new brand spots
Budget Shift Level 2: 20% Reduction
Additional reductions:
•Media an additional 3% with further reductions in digital and traditional media in destination/flight markets and front range
•Brand and tactical asset acquisition by an additional 15% by eliminating all asset acquisition and reducing associated fees
•Mexico efforts by additional 2% by cutting back on PR fees and media expenses
•Social efforts an additional 19% by eliminating new social footage asset capture
•Influencer program by 10% by shifting to focus to colorado-based influencers
•Group sales by additional 8% by reducing advertising, cutting additional tradeshows and in market client events, and affiliate meetings
•Public relations fees by 12%
•Cactus travel expenses by 3%
•Eliminate the recovery market research project completely
•Contingency budget eliminated
New re-allocations:
•$10,000 for additional website work/user study
Paid Media Rollout Approach
Due to the quick changes of the current COVID situation, our paid media efforts will be heavily focused on delivering our messages to top markets and tailoring our efforts to those markets that are driving the results.
•Launch in Local and Front Range with digital display, television, print, social and PPC tactics on 6/1; other markets will launch pending state and county direction
–Drive and Long-haul Markets are Vail RRC and State of Colorado Longwoods top performers
•Two weeks after each launch, determine which markets are driving bookings
•Launch traditional media, digital video, and paid email in the top-performing markets in July
•Focus remainder of digital to support top-performing markets
•Continuously adjust media presence to account for fluctuations in COVID situation within each market
Local Vail Valley
•Audiences:
–Vail Valley residents
–Second homeowners
•Tactics:
–Digital display (vaildaily.com)
–Email sponsorship (Vail Daily)
–Social media (Facebook/Instagram)
Front Range
Front Range efforts will aim to push weekend and long weekend trips.
•Markets:
–Denver, Boulder, Ft. Collins, Colorado Springs
•Audiences:
–Families with teenagers (HHI $100K+)
–Active Professionals (HHI $75K+)
•Tactics:
–Digital display
–Digital video
–Television
–Print (5280 Magazine)
–PPC
–Paid social
–Paid email
Drive Markets <500 Miles
Drive markets will aim to push long weekend and short-week trips.
•Markets:
–Santa Fe (~325 miles)
–Albuquerque (~380 miles)
–Salt Lake City (~425 miles)
•Audiences:
–Families with teenagers (HHI $100K+)
–Active Professionals (HHI $75K+)
•Tactics:
–Digital display
–PPC
–Paid social
–Television (markets TBD based on digital results)
–Paid email (TBD)
–Digital video (TBD)
Long-Haul Drive Markets >500 Miles
Long-haul drive markets will aim to push long-stay week trips.
•Markets:
–Kansas City (~700 miles)
–Phoenix (~725 miles)
–Dallas (~885 miles)
–Houston (~1,120 miles)
–Chicago (~1,100 miles)
•Audiences:
–Families with teenagers (HHI $100K+)
–Active Professionals (HHI $75K+)
•Tactics:
–Digital display
–PPC
–Paid social
–Paid email (TBD)
–Digital video (TBD)
–Television (TBD based on digital results/Dallas flight)
CREATIVE
Creative
Creative will be revealed and presented at the meeting.
Community Tool Kit
Link: https://www.dropbox.com/home/Partner%20Images%202018
Updates Happening:
•New creative direction, guidelines and execution examples upon approvals
•Summer events will need to be updated on an ongoing basis as needed
•Summer flight schedule will need to be updated on an ongoing basis as needed
Existing:
•Images
•B-Roll video
•Tip Sheet
•Free Things To Do
•Personas
•Environmental Message
•Data/Community Integration/Google DMO program
Distribution:
•Via VVP and Vail Chamber to Vail businesses, lodges and stake-holders
•VLMDAC Partners/Board Members
•Town of Vail Departments, boards
EVENTS UPDATE
CSE MEETING UPDATE
OTHER BUSINESS
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, June 18, 2020