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Home My WebLink About01. VLMDAC May Meeting PresentationVLMDAC BOARD MEETING MAY 19, 2022 Agenda ●BOARD DECISIONS/APPROVALS ●INFORMATION & DISCUSSION UPDATES ○Monthly Financial Report (5 minutes), Carlie Smith, Town of Vail ○Budget – Supplemental Next Steps (10 minutes), Liz Gladitsch, Town of Vail ○Creative Updates (10 minutes), Cactus ○Resort Installation (10 minutes), Cactus/Town of Vail ○Adara Recommendation (10 minutes), Cactus ○Email Updates (15 minutes), BAAG ○Town of Vail Updates (5 minutes), Mia Vlaar & Jeremy Gross, Town of Vail ○Other Business ●MINUTES ○VLMDAC April 28 Minute Approval ■Action Requested of Council MONTHLY FINANCIAL REPORT BUDGET – SUPPLEMENTAL NEXT STEPS Supplemental Budget -VLMD approved first supplemental budget of $655,964 -See packet materials for supplemental memo and presentation -All scopes of work have kicked off or are pending kick-off once final execution of new contract is finalized. CREATIVE UPDATES Midweek Display Driving to discovervail.com/midweek-in-vail Midweek Display Driving to discovervail.com/midweek-in-vail Air Marketing Display Driving to https://discovervail.com/travel-tools/airport/ Events Display Driving to https://discovervail.com/events/ Midweek Native Headline: Discover Vail Midweek Description: Ever have a village all to yourself? CTA: Learn More Driving to discovervail.com/midweek-in-vail Midweek Native Headline: Discover Vail Midweek Description: Stay awhile with lower rates for longer getaways. CTA: Learn More Driving to discovervail.com/midweek-in-vail Midweek Native Headline: Discover Vail Midweek Description: Tee time on your time. CTA: Learn More Driving to discovervail.com/midweek-in-vail Air Marketing Native Headline: Discover Vail Midweek Description: Get swept away to Vail with twice daily non-stop flights from DFW on American Airlines. CTA: Learn More Driving to https://discovervail.com/travel-tools/airport/ Events Native Headline: Discover Vail Midweek Description: Where the arts and mountains meet. CTA: Learn More Driving to https://discovervail.com/events/ Paid Social Stories Midweek Paid Social Post Driving to discovervail.com/midweek-in-vail Midweek Paid Social Post Driving to discovervail.com/midweek-in-vail Midweek Paid Social Post Driving to discovervail.com/midweek-in-vail Midweek Paid Social Post Driving to discovervail.com/midweek-in-vail Air Marketing Paid Social Post Driving to https://discovervail.com/travel-tools/airport/ Events Paid Social Post Driving to https://discovervail.com/events/ RESORT INSTALLATION Enchanted Bavarian Pergola The Installation For the past few weeks, we’ve been working with a team from Imprint to develop an installation that combines reliable AI technology with a creatively interpreted “dream” pergola. The piece is a physical extension of the campaign, giving guests an opportunity to immerse themselves in what “Life Is But A Dream” really means and feels like. We will need to pull back the idea of pergola in order to stay within budget, but the AI component will stay. How Data Collection / Guest Experience Works Guests enter their data in a highly user friendly “selfie station” tablet at the entrance. From there, they will receive an email with their video overlaid with incredible AI animation (example) where they will see themselves as giants in the midst of a mini Bavarian village, lights twinkling in windows, fairy dust clouds swirling, etc. Enchanted Bavarian Pergola $15K OVER BUDGET Outside Enchanted Bavarian Pergola Inside Resort Installation -Revisit original goal: 1. Data collection or 2. extension of the campaign -Challenges -Due to town regulations of semi-permanent structures, the installation can be up total of 20-30 days based on when it can be activated as part of an event -Resources for event staffing is very limited, regardless of budget available -Options -Test the AI component at GoPro Mountain Games without exterior which could not be completed in that timeframe. -Reduce the footprint of the exterior to fit better within budget and launch at 4th of July. ADARA RECOMMENDATION Recommended: Adara Connected TV Report ●VLMD already uses Adara to measure each media channel’s impact on hotel and flight searches and bookings ●Current reporting setup includes clicks from Paid Social and YouTube ●Current reporting does not include CTV, which represents 16% of media spend ●Expanding Adara’s agreement to include a CTV report will allow us to measure each channel’s impact on hotel searches, which can inform future media plans ●Key differences from Lucid’s dashboard: ○Adara is not survey-based with a test vs control, while Lucid is. So Adara will not measure things like brand recall or higher level lift in consideration ○Adara will more accurately attribute walled gardens like Paid Social and YouTube ○All media is already tagged for Adara, and not for Lucid EMAIL UPDATES Recent CRM Accomplishments ●All Town of Vail free wifi logins now being pushed near real-time to CRM for contact of new and existing leads ●Improved process for lead and data collection for both digital campaigns and in-resort events/activations ●Implemented AB Testing on send times, subject lines, and content ●Implemented targeted emails to engaged contacts ●Planned/produced a collaborative Life is But a Dream and Dream Trip giveaway campaign currently running through end of May Life is but a dream campaign Email 1 Targeted Email 7 to those who visited page but have not entered Interactive content! CRM Summary of Results ●Consistency of reporting with analyst and Active Campaign reporting capabilities ●Engagement rates trend upward as disengaged audience is removed and we continue to optimize segmentation ●Engagement of Newsletter leads continues to be 3-6x higher than other sources ●Unsubscribe rates trending downward over the last 4 months Appendix: CRM Engagement Data - Open Rates trending upward with engagement targeting Newsletter Opt Ins Event, Promo & Contest Opt Ins All Other (Wifi, Vail App, JC List) Easter Promo leads engaging with targeted Easter Promo email Newsletter Opt Ins Event, Promo & Contest Opt Ins All Other (Wifi, Vail App, JC List) Easter Promo leads engaging with targeted Easter Promo email Appendix: CRM Engagement Data - Click Rates up to 6x higher for Newsletter Opt-Ins vs. Wifi Signups Appendix: CRM Engagement Data - Click to Open Rates Newsletter Opt Ins Event, Promo & Contest Opt Ins All Other (Wifi, Vail App, JC List) Easter Promo leads engaging with targeted Easter Promo email Appendix: CRM Engagement Data - Unsubscribe rates trending down for past 4 months January spike in unsubscribes due to addition of Vail App leads Appendix: CRM Engagement Data - Life Is But A Dream Campaign Results Increased engagement rates with targeted emails 3, 4, 5 - compare to significantly lower engagement rates with 3a unengaged test group Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, June 16, 2022 In Person at TBD Location