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VLMDAC February Meeting Presentation, OLD VERSIONVLMDAC BOARD MEETING FEBRUARY 17, 2022 MEETING EXECUTIVE SUMMARY Agenda I.BOARD DECISIONS/APPROVALS •Influencer Program Request (5 mins), Kristin Yantis •Destination Stewardship Plan, SMARI Brand Perception & Consumer Segmentation Study (15 min), Mia Vlaar, Town of Vail •Supplemental Budget, (15 min), All II.INFORMATION & DISCUSSION UPDATES •Monthly Financial Report (5 minutes), Carlie Smith, Town of Vail •2022 Planning Update (60 minutes), All Partners •Ecosystem Tactics, All Partners •Campaign Production Updates (15 minutes), Cactus •Town of Vail Updates (5 minutes), Mia Vlaar & Jeremy Gross, Town of Vail •Other Business III.MINUTES •VLMDAC January 20 Minute Approval •Action Requested of Council INFLUENCER PROGRAM Influencer Program - Sideqik Influencer Program - Sideqik Influencer Program Board Request ●Requesting additional $3,000 for Sidqik program from contingency ●Cost share with MYPR of the annual $6,000 fee DESTINATION STEWARDSHIP PLAN & SMARI BRAND PERCEPTION & CONSUMER SEGMENTATION STUDY SMARI Brand Perception & Consumer Segmentation Study for Destination Stewardship Plan SMARI study is a recommended add on to the Destination Stewardship Plan that will collate data needed to formulate strategy on value based marketing. The outcome of the study will: •Provide Vail with insight into its unique market position from recent past and potential U.S. visitors •Assess Vail’s overall image, including strengths and weaknesses, for both summer and winter, as well as the appeal of its major resort •Provide insight into how Vail ‘s stand on sustainable tourism influences its image and appeal •Deliver a ’perceptual map,’ pointing Vail to opportunities for differentiating its messages and product offerings Project Details •Online survey with purchased panel •Custom study designed to augment existing data •Focus on both current visitors and potential visitors •Explore familiarity with Vail’s sustainability efforts •Assess impact of these efforts on the destination’s image •Explore how to maximize positive impacts through marketing •Identify how to use these efforts to create meaningful differentiation Competitive Map ●At the top of the map, it’s about the vibe of a place – its charm and personality. ●The right side relates to unique experiences. ●The left side has attributes like “safe,” “value” and “clean” as well as sports venues. ●The bottom has to do with learning engagements like museums. Project Budget, Steps & Timing Budget: $20,000 -Requesting VLMDAC Board approval to move from contingency budget *See packet materials for sample report SUPPLEMENTAL BUDGET Budget Supplemental ●$1.1M is projected to be added to the fund balance in 2021 due to better than expected revenues combined with expense savings ●A projected $1.37M is available to spend over Council's 25% revenue directive Budget Supplemental Timeline/Next Steps ●February 17: Board provide direction to partners ●March 17: Partners to present recommendations for supplemental plan that will address VLMDAC’s objectives/priorities for Board review, requested changes and approval ●April 5 or 19: Supplemental request presented to Town Council MONTHLY FINANCIAL REPORT 2022 PLANNING UPDATE 2022 Business Goal + Marketing Priorities BUSINESS GOAL: Drive responsible revenue growth in Vail by focusing on quality of guest, length of stay, and guest spend, along with effective communication of community values. Measurement continues to be through occupancy and average daily rate, lodging and sales tax revenues, especially during lower demand time periods. MARKETING PRIORITIES: ●Optimize Visitation: Maximize longer stays and higher spend ●Grow Database & Build the Relationship: Use Data to understand our guest to enhance engagement & loyalty ●Destination Stewardship: Protecting and sustaining our natural assets and resources while elevating the guest and resident experience. ●Brand Positioning: Position Vail as the Premier International Mountain Resort Community and define, support and deliver on the brand in working with community partners. Other Guest Trad Media Digital / Social PR / Influencer Website Intl Assets / Content Hotel Booking Book Direct Hotel Booking Direct Groups BookingWelcome Center Events Town-ow ned Exp Lodging Retail / Rest. Mt / VR WOM Social Survey Email Database Loyalty BookingIn-Market Dreaming / Considering Traditional Media Digital / Social Website PR / Influencer International Assets / Content Hotel – BookDirect Hotel – Direct with property Groups- Booking Welcome Center Events Town-owned Experience Lodging Retail / Restaurants Mountain / VR 1:1 Direct Marketing Database Loyalty Email Post Trip / Sharing Survey Social Word of Mouth Consumer Journey PAID MEDIA 2022 Paid Media Overview Objective Inspire consideration for destination travel to Vail; utilize high impact, visual media tactics to amplify Life is But a Dream content to HNW Families & HNW Empty Nesters Geographies Primary = Houston, Dallas, Chicago Secondary = Denver & new destination markets (New York City, San Francisco, etc.) Timing Late March – October KPIs Primary = Site Visits; Cost-Per-Visit Secondary = Hotel Searches; Hotel Bookings Tactical Summary Awareness Media 0:15 & 0:30 spots running during tentpole events that align with Life is But a Dream Campaign, starting with the Oscars Red Carpet on 3/27, and also including the Grammy Awards, the CMT Awards, the PGA Masters and the Kentucky Derby 0:15, 0:30 & 0:90 spots utilizing 3rd party data segments to reach HNW audiences who consume video via an internet connection, including via YouTube, Amazon Fire TV, Roku, Hulu, etc. Broadcast TV Online Video & OTT Awareness Media (continued) 0:15 vertical videos running on Facebook and Instagram, targeting HNW individuals interested in luxury brands, fashion, fine dining and more. Full-motion digital OOH placements in the HNW zip codes of core Destination markets. This will include digital placements within airports, salons, and gyms, as well as 0:30 video running on-screen within movie theatres Social Stories Digital OOH Consideration Media Generate traffic to Discover Vail content via carousel ads on Facebook & Instagram. Amplify relevant content to those interested in luxury brands, fine dining, fashion, etc. Align ads with travel, food, fashion, and wellness content. Test contextual performance against behavioral segments (e.g. HNW families, travel intenders) and sequential (e.g. Those exposed to a Vail video ad). Generate traffic to discover Vail content by amplifying it within the feeds of premium publishers known for travel, food, fashion and wellness content. Social Newsfeed Contextual Display Native Paid Search Strategic Shifts Measurement Approach What are the main campaign KPIs and how will they be measured? What are the additional Measurement Mandatories? ●Channel vs Channel Performance (e.g. display vs native vs video, etc.) ●Top Performing Placements (e.g. stories vs news-feed; contextual vs behavioral) ●Destination vs Front Range ●HNW Family vs HNW Empty Nester Channel Flighting CONTENT Content Approach Moving from functional, utility content to showcase Vail through aspirational storytelling and culturally relevant content. Content Calendar Seasonal themes were selected based on target audience preferences (identified through insight tools) and Vail’s natural offerings. Q2 (April-May): Upscale Dining Q3 (June-August): Elevated Experiences Q4 (September-November): Vail Style Q1 (December-March): Health & Wellness Content Calendar April - May Theme: Upscale Dining Content: ●Video Stories ○Interview series with local chefs ○Farm to Mountain concept ●Website Articles ○A Taste of Bavaria ○Winter Season Patios ○7 Meals/7 days ○Family-owned/operated restaurants ○Most Romantic Dining Spots ○Summer/Fall Culinary Events ○Unique experiences in Vail ●Email / Newsletters ○Featuring dining theme articles ○Interview video series ●SEO ○2-3 per quarter ●Social ○Relevant content to support hero INFLUENCERS 2022 Influencer Strategy Industry Insights ●60% of marketers shared that influencer-generated content performs better than and drives more engagement vs branded posts ●Consumers more likely to follow influencers who look like “everyday people” ●Engagement is more important than visibility ●Micro-influencers have audiences that are more engaged and more likely to take action. ○They exude authenticity, relatability and credibility, which today’s audiences value. ○91% of influencers are micro-influencers. ●Influencers in the 10-100K follower range - best combination of engagement & reach ●Cost micro vs. macro influencers can be 10x+ Influencer Program The Process ●Strategy development ●Research and selection ●Influencer outreach and negotiation ●Contracting per campaign objectives, deliverables ●Trip development ●Final deliverables Refinement of Resources ●Klear vs. Sideqik ●16M profiles ●More searches and search capabilities ●Audience brand insights ●Better campaign tracking & management 2022 Influencer Strategy 2022 Influencer Strategy Goals ●Increase brand awareness vs. buying impressions ●Support the new “Life is But a Dream Campaign” ●Increase engagement to drive Discover Vail social channels/website ●Focus more on storytelling ●As appropriate, support database strategy ●Target early summer visits to inspire travel throughout the season Influencer Profile ●Focus on micro to low mid-tier influencers (10K to 100K followers) ●Minimum 3% engagement rate (strive for 3.5-6%, fashion average is 2.06%) ●Audience aligns with Vail’s high net worth psychographic profile ●Multi-channel opportunities e.g. Instagram and blog post 2022 Influencer Strategy Influencer Targets ●4-7 influencers based on budget ●Categories ○Dream Trip - including a giveaway ○Fashion ○Wellness Influencer Inspiration Category: Dream Trip @the_essentialist 195K followers 3.1% engagement Category: Fashion @cassdimicco 340K followers 2.4% engagement Category: Wellness @alexcallahan 43K followers 3.31% engagement 2022 Influencer Strategy Next Steps ●If approved, secure partnership with Sideqik ●Populate shared spreadsheet of recommended influencers ●Cactus & MYPR to rank top influencers ●MYPR to start outreach to secure influencers and maximize budget ●Cactus to develop campaign document with inspirational photos, shot list, etc. ●MYPR to contract with influencers, secure travel plans, etc. ●Target early summer for most visits to inspire travel for the rest of the summer Dreaming / Consideration Domestic Public Relations ●Develop + Promote Dream Trips ○Distribution on PR Newswire ○Integration into media visits and Travel Classics pre/post trips ●Sponsor + Host 2022 Travel Classics West ○Sept. 22-25 at Grand Hyatt Vail ○Comp platinum sponsorship Travel Classics, Switzerland April 24-27 ○Monthly newsletter inclusions/banner ads ○Series of pre/post trips ○Discover Vail dinner during TCW ●Manage DiscoverVail.com Media Center ●Manage the Visiting Journalists Program ●Ongoing Media Outreach, Content Development + Pitching Dreaming / Consideration Mexico Marketing Communications ●Mexico Media Buy ○Print - Vogue, Club Reforma ○Digital - Mundo de Regina, Quien ●Influencer/Media Visits to Vail ○Explore securing a Vail summer fashion shoot with Vogue, Bazaar or In Style in June. ○Secure at least three influencers to showcase elements of the Dream Trips. ○Invite one or two photographers to join the influencers and/or fashion shoot to secure fresh content. Dreaming / Consideration KPIs Source KPI / Measurement Goal Paid Media Various Specifics being developed Influencer Engagement >3% (and other TBD) PR Sentiment 80% neutral to positive Website Site Sessions 500,000 (468K in 2021) Total Users 450,000 New Users 80% Time on Site 1:30 Pages / Session 2 Bounce Rate Below 65% Lodging Tactics ●Increase lodging bookings via Book>Direct ○Improve conversion from Discovervail.com ○Continue to recruit properties to participate in Book>Direct ○Support Group sales and the Vail DOS Advisory Council ●Launch Lodging Specials ○Work with Simpleview/BookDirect to load properties onto Discovervail.com website ○Continue to recruit properties to participate ○Capture individual data based on gated pages of the lodging Specials ●Create and execute lodging communication plan ○Recurring email communication and track engagement ○Lodging Roundtables ●Promote Dream campaign to lodging sector ○Enlist properties to support and activate elements of the dream campaign ○Recruit lodging sector to attend the Dream Party Group Sales & Marketing Tactics ●Continue to collaborate with VLMD on best ways to market & develop the brand ○Adding content to DiscoverVail.com groups/meetings/weddings pages ○Work with Cactus to create new Destination CO banner ads ○Create electronic “village wide” marketing piece ●Strategic leadership with lodging partners, members & industry ●Impact mid-week occupancy with focus on Spring/Summer/Fall ●Bi-weekly meetings with Vail DOS Advisory Council ●Coordinate destination site tour logistics ●Leverage Cvent marketing tools to enhance brand recognition ○Create dedicated DiscoverVail.com page ○Video retargeting & geotargeting campaigns ○Banner advertisements on comp set pages ○CVB copy feature Booking / Pre Arrival KPIs Source KPI / Measurement Goal Lodging DV.com to BD conversions 5%+ Book Direct Search Referral 5%+ (up to 55%) Gated Content 10 per property / season Communication Engagement TBD Groups New Groups Leads 250 Total Groups Leads 265 Booked Room Nights 7000 Booked Revenue $2,000,000 Leads in System 65/month CVENT Production $2,000,000 In-Market ●Community Campaign Kick-off (May/June date TBD), with subsequent small group follow-ups to engage/align with LIBAD in messaging and activations ●Events/Activations ○Summer event calendar published with several TBD dates ○Data collection in place for GoPro Mountain Games registrants and other ticketed/registration events that are TOV funded ○Dream Experiences: LIBAD pop-up component at big events and select weekends ●Welcome Center ○Environmental Installation RFQ is out and in place by end of June ○Sustainability Quiz data collection/giveaways in place by March In-Market KPIs Source KPI / Measurement Goal Community Kick off LIBAD Business alignment 15 businesses Events/Activations Data collection 30% increase in leads Welcome Center Total visitors 10% increase Survey quiz 40 participants March-April 500 participants June-October Post Trip / Sharing ●Social ○Increase monthly reel (video) content ○Increase boosted posts for higher FB engagement ○Continued balance of educational, experiential and engaging copy content ●Post Trip Survey ○Distribution through wifi logins and continued effort to increase business participation in survey promotion. ■5 businesses to add post trip survey link to guest communication ●Research ○Currently considering a variety of research methodologies to answer questions (SMARI / DSP research, ongoing RRC, media lift study, creative testing, audience evaluation, and in depth interviews) Post Trip KPIs Source KPI / Measurement Goal Social (Facebook) - Organic # Of Posts 5% increase MoM Total Page Followers 3% Increase MoM Engagement Rate Maintain a 1-1.5% ER MoM Reach Average 4.2% MoM Total #DreamVail Uses 500 Post Trip KPIs Source KPI / Measurement Goal Social (Instagram) - Organic # Of Posts 5% increase MoM Total Followers 6% increase MoM Engagement Rate Maintain a 2.5-3% ER MoM Reach Hit average of 26.6% MoM Total #DreamVail Uses 500 Post Trip Survey # of survey takers 500 by Q3 1:1 Direct Marketing ●Continue data cleanup and ActiveCampaign migration ●Roll-out additional targeted sends based on engagement ●Improved reporting and use of hypotheses documents for all campaigns ●Integrate Aisle Labs and Active Campaign and migrate the WIFI welcome and post survey emails to Active Campaign Q1/Q2 Email Priorities Illustration of Engagement-Based Campaign 1:1 Direct Marketing Data-Driven Roadmap ●Integrate marketing analytics with partner group ●Continue to evolve data capture depth and breadth and data storage ●Develop initial Lifecycle segmentation ●Implement a manual data-driven journey across channels ●Define brand marketing scalability needs/content strategy Loyalty Program ●Review Operating Plan for initial direction ●Targeting Q3/Q4 for recommendations 1:1 Direct Marketing KPIs Source KPI / Measurement Goal Database Total Customer Records 150,000 Contactable Customer Records 85% (127,500) Records with Demographic Info 25% Records with Name 25% Email Delivery Rate >99% Open Rate >.25% Click Rate >5% Click to Open Rate >15% Unsubscribe Rate <.5% CAMPAIGN PRODUCTION UPDATE TOWN OF VAIL UPDATES Events ●Spring Activation Update ●Upcoming Events Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, March 17, 2022; In Person at Grand View Room VLMDAC Monthly Meeting, April TBD, 2022 APPENDIX