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Home My WebLink About01. 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