HomeMy WebLinkAbout01. VLMDAC April Meeting Final - 4.9.2021VLMDAC BOARD MEETING
APRIL 14, 2021
Agenda
•Monthly Financial Report -Town of Vail, Carlie Smith
•Approval of March 17, 2021 Minutes -Board
•Mexico Update & Discussion -Kristin Yantis, MYPR
•Year-Round Marketing Community Outreach Plan –Magellan Strategies
and Mia Vlaar
•Branding Discussion –Cactus & All
•Other Business
•Appendix
•Creative Updates
•Traditional Media Updates
•DiscoverVail.com Updates
•CSE/Events Updates
*Requesting
specific
direction/approval
from board
MONTHLY FINANCIAL REPORT
MEXICO UPDATES & DISCUSSION
Approved Budget
•$10,000 Fees
–$8,500 Sylvia Rivera
–$1,500 MYPR
Contingency Budget
•$15,000 Media Hosting/Time
–$3,500 Sylvia Rivera
–$11,500 Expenses
•$20,000 Media Buy
Mexico
Mexico
Board Feedback
Seeking approval to move $35K from supplemental contingency into
international budget. If so, when do we start marketing?
Option A:Market to Mexican visitors before travel restrictions are
lifted.
Option B:Prepare materials/media buy so we can pull the trigger as
soon as travel restrictions are lifted.
Mexico
YEAR ROUND MARKETING COMMUNITY OUTREACH PLAN
BRANDING DISCUSSION
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, May 19, 2021; Virtual Via Zoom
APPENDIX
CREATIVE UPDATES
Programmatic –Display
Boomer
Programmatic –Display
Family
Boomer & Family
Programmatic –Retargeting
In-Feed –Social
Family & Boomer
Story Ads
Family
TRADITIONAL MEDIA UPDATE
Traditional Media Overview
Buy Overview:
•Budgets allocated by personas:
•40% Family,35% Boomers,25% Active Professionals
•Front Range flighted weeks of 5/31 through August
•Super Boomers heavies up in early and fall seasons
•Dallas flighted week of 3/29 and pulses through September
•Super Boomers heavies up in early and fall season
•Considering the Dallas budget, we recommend all resources towards TV
and all in the one market (spread too thin if we add a 2nd market).
*Note –see full detailed media flight plan in packets
Traditional Media Overview
Programming Details:
•Spots air during a mix of Live Sports and prime if there is not big sporting
event(s) happening
•Live sports and original prime programming achieve higher ratings and
impressions where viewers will tune in to watch live, not DVR viewing
(fast forwarding commercials).
•This type of programming does well for all demos we are targeting for
these campaigns.
•Example Programming: KTVT-CBS: NCAA Men’s Basketball Tournament:
Monday, 3/29 Regional Final, Saturday, 4/3 Final Four, Sunday, 4/18
ACM Awards
DISCOVERVAIL.COM UPDATE
Phase I:
Boomer & Family Landing Page & Articles
Over the course of February –March, the
team has worked to develop audience-
specific landing pages, with content tailored
to each target group. All digital paid media
drives to the audience-specific landing
page. Landing page features:
•CTAs to relevant articles per audience
•Audience-specific video & images
•Itinerary ideas/thought-starters for time
in Vail
*Above image features the Boomer landing page
Phase II: Active Professional Itineraries
Ultimately, landing pages from Phase I
will be replaced with audience-specific
itinerary content. The itinerary pages will
feature robust daily through 7-day
itineraries. Itineraries will feature:
•CTAs to businesses throughout Vail
community to continue driving
consumers further down the funnel
•Links to further content throughout
the site to engage prospective
visitors
•At the close of the page, a CTA to
BookDirect
*Note: Black & white images are for FPO only.
Return on Digital Ad Spend (RODAS)
New Methodology
Previously, we had estimated a RODAS with a manual calculation that was
estimation to account for the 72% of the lodging market share that was not
represented in Adara data. Given the partnership with Adara, we have been
granted access to an enriched view which brings in data outside of Adara’s
data co-op partners.
•Adara has rolled out a new methodology for tracking:Enriched mode,
which will display full market visibility by leveraging the ADARA Co-op
data, STR Census, STR Occupancy and OAG Flights data
•This extends the visibility of travel booking behavior beyond the data
partner ecosystem to provide more comprehensive market visibility and a
more accurate view of the reach and impact of marketing initiatives
Return on Digital Ad Spend (RODAS)
For every $1 we spent in March for digital paid media, we generating an
estimated $55.56 in lodging revenue.
= Adara Reported RODAS x 1.72 (weighted for 28% of market)
Adara
March
$55.36
RODAS
Unfiltered Web Traffic
March 2021
Site Sessions
29,425
Site Visitors
22,170
Mobile | Desk | Tab
64% | 33% | 3%
Unfiltered Web Traffic
March 2021
Bounce Rate*
64.8%
Pages/Session
1.97
Avg. Site Session
1:20
Benchmark
Bounce Rate:
Excellent: < 25%
Good: 26% -49%
Average: 50%-65%
Benchmark P/S:
Excellent: 3+ p/s
Good: 2 p/s
Average: 1 p/s
Benchmark TOS:
Excellent: 3+ min
Good: 2+ min
Average: 1+ minute
*Note: Given in-Village Wi-Fi sign-ups drives most traffic, Cactus does not perceive bounce –rate as a
red flag.
Website to
Book Direct
Conversion
On-site Newsletter
Sign-Ups
111 81
Book Direct
Lodging Visits
1,993
Book Direct
Lodging Referrals
887
Website Engagement KPIs
March 2021
User action on
DiscoverVail
User action on
DiscoverVail driving to
Book Direct Page
Total number of users
interacting with Book Direct
(through variety of inputs)
User action on Book
Direct to go to lodging
properties
CSE/EVENTS UPDATE