The URL can be used to link to this page

Home My WebLink About01. VLMDAC October Meeting PresentationVLMDAC BOARD MEETING OCTOBER 19, 2023 Agenda I. MONTHLY FINANCIAL REPORT (5 minutes), Alex Jakubiec, Town of Vail II. MINUTES APPROVAL ●Action Requested of Board III. INFORMATION & DISCUSSION UPDATES ●Incremental & Events Media Plan (20 minutes), Miles Partnership ●Website Monthly Metrics (15 minutes), Miles Partnership ●Consent Management Platforms (10 minutes), Miles Partnership ●2024 Campaign (60 minutes), 970 Design / Lumenati ●2023 Budget Shifts (20 minutes), Liz Gladitsch ●Town of Vail Updates (5 minutes), Town of Vail ●Other Business ●Adjournment FINANCE UPDATE MINUTES APPROVAL Minutes Approval Action requested of board to approve the September 21 minutes. EARLY WINTER MEDIA PLAN Agenda 1.Lodging Campaign Insights 2.Media Brief 3.Tactical Overview + Strategy 4.Partner Details 5.Budget Overview 6.Next Steps LODGING CAMPAIGN INSIGHTS 2022/23 Lodging Campaign Insights ●SEM is a bookings workhorse, bringing in efficient and qualified traffic ●Display placements create important halo of awareness, but we want to continue to find ways to hone in on key audiences ●Social media outlets provide an efficient driver of traffic ●Colorado.com inventory provides opportunity to efficiently reach an audience already predisposed to Colorado ●Messaging should provide the ‘why to come’ - eg., event, activity - not just lodging incentive CAMPAIGN BRIEF Objectives: ●Promote Vail lodging deals with the lead message of events ●Drive traffic to DiscoverVail.com/lodgingoffers ●Impact bookings for November 10th - December 17th Timing: ●October 30th - December 10th, 2023 Budget: ●Available Budget: $118,000 ○Early Winter recommendation: $75,900 ○Remaining: $42,100 Audience: ●Travel Intenders ●High Net Worth Empty Nesters ●High Net Worth Families Media Brief STRATEGY + TACTICAL OVERVIEW Overall Media Strategy ●Consolidate vendors and streamline dollars to create cost efficiencies and collect accurate first-party data by merging campaign efforts to establish a more holistic media plan ●Tap into media partners with key search and booking data to capture users as they are actively planning their travels ○Opportunity to competitively conquest users who are searching/booking for other mountain destinations Geographic Targeting IN-STATE Colorado DRIVE/FLY Dallas Kansas City New Mexico (Statewide) Phoenix Shift in market emphasis to focus on non-competitor drive/fly markets to maximize impact Campaign Tactics Paid Social Digital FB/IG CAROUSEL + STATIC ADS DISPLAY SEM GOOGLE TEXT ADS FB/IG VIDEO + POLL ADS Partner Overview PARTNER TACTIC CAMPAIGN OPTIMIZATION KPI Adara Display Prospecting Primary: Engagement Rate Secondary: Click-Through Rate Landing Page Visits Site Engagement Book Direct ClicksColorado.com Display Prospecting Google Paid Search Primary: Engagement Rate Secondary: Click-Through Rate Book Direct Clicks Facebook/Instagram Paid Social Reach Book Direct Clicks BUDGET OVERVIEW AND FLOWCHART Campaign Flowchart INCREMENTAL & EARLY SEASON MEDIA PLAN 2023 Q4 Media Recommendations 1.Incremental Media Plan ○Planning Parameters ○Tactical Overview + Strategy ○Partner Details ○Flowchart 2.Events Media Plan ○Planning Parameters ○Tactical Overview + Strategy ○Flowchart INCREMENTAL MEDIA PLAN Timing: ●November 6 - December 31, 2023 Budget: ●$48,934 Audience: ●Travel Intenders ●High Net Worth Empty Nesters ●High Net Worth Families ●Competitive Conquesting Planning Parameters Overall Media Strategy ●Continue awareness efforts through the end of the year via an extension of the Early Winter media campaign and select tactics ●Tap into media partners with key search and booking data to capture users as they are actively planning their travels ○Opportunity to competitively conquest users who are searching/booking for other mountain destinations Geographic Targeting IN-STATE Colorado DRIVE/FLY Dallas Kansas City New Mexico (Statewide) Phoenix Targeting will mirror Early Winter in order to maintain a presence in those markets Campaign Tactics Paid Social Digital FB/IG CAROUSEL + STATIC ADS Navigator SEM* GOOGLE TEXT ADS FB/IG VIDEO + POLL ADS TIKTOK *Covered by Always On campaign budgeted for Early Winter Partner Overview PARTNER TACTIC CAMPAIGN OPTIMIZATION KPI Ink-Global Navigator (Display) Primary: Engagement Rate Secondary: Click-Through Rate Landing Page Visits Site Engagement Book Direct Clicks Google Paid Search Book Direct Clicks Facebook/Instagram Paid Social Reach Book Direct Clicks TikTok Paid Social Reach Competitive Conquesting Navigator Display ●Target Vail campaigns to travelers either actively searching for Colorado flights OR competing destinations via United Airlines booking data ●Audiences include users searching for flights into Eagle + DEN as well as competitive destinations ○Ex. Snowmass Village, Aspen, Avon, Breck ●Ads are served to users across Facebook/Instagram and TikTok using United’s audience data ●Total impressions: 1,250,000 Campaign Flowchart Creative Execution EVENTS MEDIA PLAN Objectives ●Support early Winter events - Revely and Vail Holidays - locally and in the front range ●Drive visitation to Vail for early season events ●Drive traffic to DiscoverVail.com/events Timing: ●November 10 - December 31, 2023 Markets ●Vail ●Front Range Audience: ●Vail locals ●Front Range residents Budget: ●$15,000 Planning Parameters RADIO Campaign Tactics Paid Social Digital FB/IG CAROUSEL + STATIC ADS DISPLAY FB/IG VIDEO + POLL ADS Traditional EBLASTS SPONSORED CONTENT Partner Overview PARTNER TACTIC CAMPAIGN OPTIMIZATION KPI KZYR-FM (97.7 FM) Radio n/a Reach KKVM-FM (104.7 FM) 5280 Display Primary: Engagement Rate Secondary: Click-Through Rate Landing Page Visits Site Engagement Book Direct ClicksSponsored Content Eblasts Primary: Open Rate Secondary: Click-Through Rate Landing Page Visits Site Engagement Book Direct Clicks Facebook/Instagram Paid Social Primary: Engagement Rate Secondary: Click-Through Rate Reach Book Direct Clicks Campaign Flowchart MONTHLY WEBSITE METRICS Why Organic? ●Largest source of traffic ●Most valuable source of traffic ●Most engaged source of traffic ●Endorsement and measurement of our content quality Organic Performance ●Nearly 33% of users found our website via organic search ●43% of all conversions were from organic, generating nearly 10,000 partner/lodging clicks Source: Google Analytics 4 September ‘23 compared to September ‘22 ●Avg 1m 10s per session, 76% of sessions are engaged ●Higher quality content drives longer time on site for an engaged visitor Organic Performance ●50% growth in clicks YoU, up to 25,933 ●66% growth in impressions YoU, up to 1.6M ●Ranked Keywords up 130% Source: Google Analytics 4 September ‘23 compared to September ‘22 ●Of the top 10 trafficked Blog posts in September, 7 were optimized within the last 9 months Search Performance ●Over 48% of users found our website if we broaden to general search ●81% of all conversions were from search, generating nearly 17,328 partner/lodging clicks ●Avg 1m 20s per session, 76% of sessions are engaged Source: Google Analytics 4 September ‘23 compared to September ‘22 CONSENT MANAGEMENT PLATFORMS Data Privacy ●Due to new privacy regulations, data privacy is becoming an essential part of revenue and customer success. ●When do data privacy practices impact your team? ○Under laws like the GDPR (EU), CPRA (CA), and CDPA (VA) collecting data without the proper data privacy practices in place can put your company at risk. ●Your business is subject to different data privacy laws based on where your lead is coming from. ○Tracking visitors by region will help you prepare for compliance early. Consent Management ●50+ countries (and growing) have visitor consent laws, but each country has its own nuances about what constitutes consent. ●Osano automatically displays and enforces the correct consent requirement based on the geolocation of each website visitor. Data Protection and Privacy Legislation Worldwide There is currently no federal law, but States are passing their own rules. What Does it Entail? ●We have integration for WordPress ○Documented install procedure for WordPress sites (plugin + code) ●Installing this enables us to gather the scripts, cookies, iframes that are currently loading. ○We will first do this in listen mode to not affect the site. ●Then, we go into Osano to configure and group together the scripts. ○Categorize scripts into Analytics, Essential, Marketing, Personalization, other. ●Afterwards, reconfigure the tags in Google Tag Manager to adhere to user preferences. Why Osano and Why Now? ●Osano offers a variety of benefits over OneTrust/CookieBot. Here are a handful that drove our decision to partner with Osano over other solutions. ○DSAR Management ○Vendor Management ○Policy Change Detection ●Beyond legal requirements, there will be a significant impact to marketing insights without a CMP implementation. ○Google will soon no longer allow advertisers to collect consent directly from users. ○Using a CMP allows us to maintain access to aggregated data like user clicks on ad, demographic info, and interest data – and even in some instances where a user denied consent since the data isn’t tied to an individual user. ○Without an CMP integration, we will not have access to any of that data or insights once fully rolled out by Google. Consent Management Budget ●Shift $7,500 from Branding & Production (6300.55.22) to Website (6300.55.21) ●Branding & Production costs were lower than expected in CY2023 ●Shift is requested to cover the following costs associated with Osano implementation and setup ○$450 partial license for Q4 2023 ○Setup, audit, classification of tags (one time) ○Activate Google Consent Mode (one time) ○Ongoing maintenance 2024 CAMPAIGN 2024 Campaign Update Update to be presented in person at the meeting 2023 BUDGET SHIFTS 2023 Budget Shifts The following items are shift requests that we will bring to Town Council on November 6 in addition to 2024 budget approval. Requesting approval and discussion from VLMDAC Budget Shifts Account Name 2023 Shift Request Shift Reasoning Advertising Agent Fees 25,760 Agency fees more accurately represent work. Shift from Branding and Production Email Marketing 3,480 Savings Photo/Video 187,200 Miscode moving from website Website (157,680)Miscode moving to photo/video + Osano Branding/ Production (23,040)Shift to Advertising Agency Fees Social (28,760)Savings TOTAL Net 0 TOV UPDATES Thank you! Upcoming Meetings: VLMDAC Monthly Meeting, November 16, 2023, Grand View Room