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OctoberVLMDACPresentation_V1.pdfVLMDAC 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.