HomeMy WebLinkAbout01. VLMDAC October Meeting PresentationVLMDAC BOARD MEETING
OCTOBER 21, 2021
MEETING EXECUTIVE SUMMARY
October VLMDAC Exec Summary
•Discuss and decide upon the level of support in 2022 for Mexico Program
•Discuss and decide upon the level of support in 2022 for Influencer
Program
•Discuss and decide upon edit option (incl. music), as well as campaign
mark
Agenda
•DISCUSSION TOPICS
•Mexico Program, Kristin Yantis, MYPR and Sylvia
•Influencer Program, Kristin Yantis, MYPR
•2022 Campaign Production & End Card Options, Cactus
•INFORMATION UPDATES
•Organic Social Media Report, Liz Gladitsch and Whitney Brofos
•CRM Update, Jenna Duncan and Bob Brown, BAAG
•Sustainability Principles Campaign Updates (5 minutes), Liz Gladitsch
•Town of Vail Updates, Mia Vlaar, Jeremy Gross, Town of Vail
•Financial Report, Carlie Smith, Town of Vail
•Other Business
•MINUTES
•Approval of September 15, 2021 Minutes, Board
MEXICO PROGRAM
Mexico PR Report
•Total Media Clips +
Interviews: 29
•Total Reach of Media
Clips: 947,022
•Total Circulation of
Outlets: 20.5+M
•Comp Ad Value:
$873,734 (29:1 ROI)
•Press Trip:
–Robb Report MX
–Revista CARAS
–Travesias & Atelier
Mexico Media Buy *Requesting specifi direction/approval fro board•Investment: $20K US
•Total Buy Worth: $55,045
•Media Outlets: Travesias,
Food & Travel, Quien, Club
Reforma, Mundo de
Regina
•Total Impressions:
–Digital - 1,002,497
–Print - 513,900
Mexico *Requesting specifi direction/approval fro boardTakeaways
•Strong interest/demand for covering Vail
•Don’t need to host big events in Mexico City to generate quality
coverage
•Sylvia has great relationships which allows Discover Vail to extend our
media buy
Looking Ahead
•2022 budget, similar strategy
•Additional budget, expand beyond Mexico City?
INFLUENCER PROGRAM
Influencer Program *Requesting specifi direction/approval fro boardBy the Numbers
•Posts: 141
•Engagements: 15.5K
•Reach: 203.8K
•EMV: $155.8 K (5:1 ROI)
•Database Records: 356
Influencer Program
Most Reach
@TravelBabbo
Highest Engagement
@GoAnnieWhere
Influencer Program *Requesting specifi direction/approval fro boardTakeaways
•Landscape is changing e.g. charging more
•Opportunities micro-influencers, target markets/messages
•@DiscoverVailCO engagement
Looking Ahead
•Influencer program as part of overall marketing mix
2022 CAMPAIGN PRODUCTION & END CARD OPTIONS
2022 Campaign Update *Requesting specifi direction/approval fro board•To be presented on October 21
•Real time feedback from Board requested
ORGANIC SOCIAL MEDIA UPDATE
Instagram Summary
IMPRESSIONS REACH GROWTH
2,877432,548 123,190
ENGAGEMENT RATE
4.4%
+32.5%+32.7%+77.6%*2.43% is average for comp market
*NUMBERS BASED OFF ORGANIC SOCIAL
JULY 7 2021-OCT 4 2021
Comparing to previous 90 day period
Top Posts >
Facebook Summary
IMPRESSIONS
*NUMBERS BASED OFF ORGANIC SOCIAL
JULY 7 2021-OCT 4 2021
Comparing to previous 90 day period
REACH GROWTH
752
FOLLOWERS
13,805 13,552
ENGAGEMENT RATE
3.7%
+32.5%+32.7%+100.27%*2.43% is average for comp market
Top Posts >
Key Learnings & Actionable Takeaways
-More frequent posting, audience engagement, curating
engaging captions and using strategic hashtags lead to
improved engagement
○Will continue to research relevant hashtags
○Will continue to use engaging captions
○Need to ensure we are posting equally to FB
-Scenic content is high performing
○Will continue to balance scenic, event and town content
with a slight increase in scenic ‘dreamy’ content
-Reels have gained traction through IG and is believed to have
helped with growth
○Will prioritize posting Reels 1-2 times per week
○Will explore FB Reels moving forward
CRM REPORT
CRM Update
Recent Accomplishments:
•Onboarding of Jenna to free up Liz
•Organization of email data and creation
of email reporting dashboard
•Email template clean up
•Engagement targeting that has led to
increased open and click rates
•AB testing in October (Fall vs. Winter
content)
•Process documentation and improvement
Remainder of 2021:
•Small tests with remaining monthly sends
•Implement Active Campaign
○Update current email creation and
sending processes for AC
○Update reporting processes for AC
○Onboard/train as needed
•Create a strategic plan for 2022 email and
text marketing
○Calendar of automated/lifecycle
messages to be created and
implemented
○Calendar of email blast newsletters to be
sent monthly
○Content calendar creation
SUSTAINABILITY PRINCIPLES CAMPAIGN UPDATES
Sustainability Campaign Update
•Media
○Live for those in-market or on the books
○Winter imagery transition
•Quiz/Trip Giveaway
○Collections: 2051
○Winter imagery/content transition
•Collateral in place at Welcome Centers
•Press Release submitted to Vail Daily
•Community toolkit distributed
•Creation of 2022 assets
Social Ad // On the Books
Static Ad // In-Market
TOWN OF VAIL UPDATES
VLMDAC Appointments Schedule
Timeline
•11/12 Application Publication
•12/6 Applications Due
•12/21 Town Council Interviews and Appointment
•1/20 Swearing in of new Council Members
Four (4) vacancies exist and Town Council will appoint
Advisory Council Members on Tuesday, December 21
1.Open - Erica Cannava term ends 2021
2.Open - Jana Morgan term ends 2021
3.Open
4.Open (Designated Town Council Member)
MONTHLY FINANCIAL REPORT
Thank you!
Upcoming Meetings:
VLMDAC Monthly Meeting, November 18, 2021;
Grand View/Virtual Via Zoom
APPENDIX
Appendix
Paid Media slide 29
Social slide 31
CRM slide 37
Website slide 41
Return on Digital Ad Spend (RODAS)
For every $1 we spend in digital paid media, we generate an estimated $19.15 in lodging revenue. This
is down from $28.85 last month as our media spend fluctuates and we account for trip planning windows
impacting our annual booking data averages MoM
Adara Enhanced RODAS = displays full market visibility by leveraging the ADARA Co-op data, in
addition to STR Census, STR Occupancy and OAG Flights data. In 2020, Adara RODAS was estimated
using only ADARA Co-op data.
Adara
Enhanced
$19.15
RODAS
Paid Media
% of Spend
in Sept
6%
Sept
Impressions
6.4M
Sept Clicks
34.8K
Total spend to
date for 2021 is
$543K
Overall clicks increased
MoM overall in Paid
Media channels
Social Media Demographics
Social Media Demographics Cont.
Top Posts - Instagram
Top Posts - Instagram
Top Posts - Facebook
Top Posts - Facebook
CRM Reporting - Sept Auto Emails
September -
Auto Emails
Delivery
Rate
Open
Rate Click Rate
Click to Open
Rate
Unsubscribe
Rate
DV.com
Newsletter Sign
Up 99.68%62.18%33.01%53.09%0.64%
Post Visit Survey 98.44%27.55%6.53%23.71%2.25%
Sustainability
Quiz Entry Conf 100.00%68.13%5.86%8.60%0.45%
Wifi Sign UP 98.74%36.60%5.70%15.57%1.71%
Grand Total 98.92%40.80%7.05%17.29%1.61%
CRM Reporting - Sept Manual Emails
Delivery Rate Open Rate Click Rate Click to Open Rate Unsubscribe Rate
99.40%20.34%5.08%24.97%0.65%
Segment Delivery Rate Open Rate Click Rate Click to Open Rate Unsubscribe Rate
NonOpened 99.35%12.47%1.38%11.07%0.31%
OpenedNot
Entered 99.87%57.26%5.29%9.24%0.99%
Grand Total 99.45%20.76%2.10%10.13%0.44%
●6502 additional opens with one off send to NonOpened
●High Engagement rates with one off send to OpenedNotEntered
●1613 Sustainability contest entries from existing leads in database
providing more data as a result of September email sends
September
Newsletter
Send 9/21/21
Additional
September
Sends
Campaign
Campaign
Type Send Date
Delivery
Rate
Open
Rate Click Rate
Click to Open
Rate
Unsubscribe
Rate
Winter_Welcome_21 Ongoing 1/29-4/18 99.06%29.52%2.93%9.93%0.91%
Spring_Welcome_21 Ongoing 4/19-5/28 98.41%32.49%4.92%15.14%1.27%
Summer_Welcome_21 Ongoing 5/28-9/13 98.82%35.96%7.00%19.47%1.64%
Fall_Welcome_21 Ongoing 9/13-10/7 98.65%37.62%5.80%15.42%1.81%
Summer_DV.Com_21 Ongoing 5/28-9/13 99.79%57.01%62.57%109.76%0.32%
Fall_DV.Com_21 Ongoing 9/13-10/7 100.00%63.86%28.66%44.88%0.93%
Summer_PostVisitSurvey_21 Ongoing 6/10-10/7 98.57%25.58%6.42%25.09%1.82%
Sustainability_Quiz_Entry_Conf Ongoing 9/14-10/7 100.00%67.20%6.13%9.12%0.45%
Campaign
Campaign
Type Send Date
Delivery
Rate
Open
Rate Click Rate
Click to Open
Rate
Unsubscribe
Rate
April_News Specific 4/8/21 99.32%24.97%2.49%9.99%1.12%
May_News Specific 5/19/21 99.48%14.85%2.37%15.92%0.65%
June_News Specific 6/23/21 99.49%27.04%3.78%13.99%0.78%
July_News Specific 7/27/21 99.41%19.82%1.79%9.02%0.85%
August_News Specific 8/31/21 99.40%23.06%3.98%17.26%0.80%
September_News Specific 9/21/21 99.40%20.34%5.08%24.97%0.65%
September_News_2 Specific 9/28/21 99.45%20.76%2.10%10.13%0.44%
Trip_OptOut Specific 7/27/21 99.87%50.93%2.00%3.93%0.00%
Trip_OptIn Specific 7/27/21 99.72%40.26%4.42%10.98%0.00%
Totals 99.36%22.78%3.56%15.63%0.81%
Website High Level Performance
HIGHLIGHTS:
9/1-9/30:
- overall metrics have started to
decrease as we enter into the fall
season and move out of peak
season for DV.com
- Social and organic traffic are the
2nd and 3rd drivers to the site,
while direct traffic continues to be
the strongest. We correlate most of
the direct traffic to email
campaigns.
- New visitor are the main
audience.
Website Audience Insights
HIGHLIGHTS:
9/1-9/30:
- Most of the traffic in the month of
September is coming from the front
range, with a spike in traffic from
the Dallas area.
- The age and gender
demographics are evenly spread
with a slight skew towards a 25-34
female audience.
- Our audience is predominantly
mobile, which we should take into
consideration as we do site
optimizations and enhancements.
SEO High Level Performance
HIGHLIGHTS:
9/1-9/30
Month over month we are improving
our maintaining our trend, however,
now that we are entering into the
fall/winter seasons we will start to see
a downward trend as you can start to
see at the end of the month.
The top 25 keywords we are ranking
for in September are listed to the left,
and provide the bulk of the search
volume driving to the site organically.
The top volume term in the first
position is live music vail.
We are developing content briefs and
site content that supports winter
keywords and attractions in the town
of Vail to drive traffic outside of the
resort terms.
Winter Refresh
1:27
- Updating the Things to Do
page on DV.com to allow
for sorting of activities and
articles by Season.
- Developing winter specific
content to support the
Town of Vail outside of
resort activities. Ex:
Content related to nordic
activities and nordic skiing
etc. We will continue to
develop this type of content
through the winter months.