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HomeMy WebLinkAbout2012-07-09; Carlsbad Tourism Business Improvement District; 07-12-81; Accept Report from VisitCarlsbad June 30, 2012CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 7-12-81 Accept Report from VisitCarisbad for Period Ending June 30, 2012 CTBID STAFF {J^^ MTG. 7-9-2012 Accept Report from VisitCarisbad for Period Ending June 30, 2012 GENERAL COUNSEL DEPT. City Mgr Accept Report from VisitCarisbad for Period Ending June 30, 2012 RECOMiVIENDED ACTION: Accept report from VisitCarisbad for period ending June 30, 2012. ITEM EXPLANATION: The CTBID contracts with VisitCarisbad to provide various tourism services. A requirement of the contract is that VisitCarisbad submit periodic reports on their activities and performance. Attached is their report for the period ending June 30, 2012. FISCAL IMPACT: None. ENVIRONMENTAL IMPACT: This action does not approve any projects that will have a physical adverse affect on the environment so it falls within the general rule under CEQA that this is not a project (CEQA Regulation 153789(b)). EXHIBITS: 1. Report from Visit Carisbad for period ending June 30. 2012. DEPARTMENT CONTACT: Cheryl Gerhardt. 760-602-2753, cherYl.qerhardt<9)carisbadca.qov FOR CITY CLERKS USE ONLY. BOARD ACTION: APPROVED • DENIED • CONTINUED • WITHDRAWN • AMENDED • CONTINUED TO DATE SPECIFIC • CONTINUED TO DATE UNKNOWN • RETURNED TO STAFF • OTHER - SEE MINUTES • carls 2009 Establish Foundation, Branding & Website 2010 Expand Marketing Baseline & Increase Awareness 2011 Optimize, Promote Engagement & Drive Conversion 2012 Enhance & Develop Holistic Marketing Campaign Ali information contained within © copyright 2012 VisitCarisbad com — all nghts reser\'ed FY 2011-2012 Awareness Continue to drive traffic to VisitCarlsbad.com through email promotions, display media and search engine marketing ngagement Increase site visit time and social media interaction through an active new content and posting strategy Conversion Fine tune website and social media strategies to direct users to CTA's and increase hotel bookings mLJl »JM '> All information contained within: © copyright 2012 VisitCarisbad com — all rights reserved. VisitCarisbad receives monthly comprehensive and customized marketing reports detailing analytics across web, email marketing, search engine marketing, social media and online media. Web Traffic • Site Visitors • Unique Visitors • Bounce Rate • Top Referring Sources • Visitor Behavior Email Marketing • Recipients • Open Rate • Click Through Rate • Unsubscribes Social Media • Facebook "Likes" • Twitter Followers • YouTube Subscribers • Interactions • Page views Display Media •Conversions Hotel Bookings Room niqhts booked eiick Through Rates Impressions Top keywords • Click Tl iformation contained wlhn © copyright 2012 VisitCarisbad com — all rights resea-ed 66^ SORFTaEPORT' STAY [ EXPLORE mi Voted Top 10 Spa Destination TripAdvisor and its user? TOtcd carlsbad, CA a top spot to relax and rejuvenate. Discover Sizzling Summer Deals hnvo B fun. rotexing vocstton. HOTELS PACKAGE imm«!Vyvyy ChocJcOutt fmVtJrUyvyv Rooms. AihiSs. ^ CW»mn. EMjerience Unrivaled Resorts uthern 22,000 20,000 ! spent on Site Unique Visits 45% Average Bounce Rate 3.56 Average Pages per visit All information contained within © copynght 2012 VisitCarisbad com — all rights reserved eb Traffic FY 2011-2012 i/fSfT, '"'^'^^'^"S'fun HOTELS ACTIVITIES , RESTAURANTS j EVENTS ,0 SURF REPORT* MEETINGS CtttcKin: goocnc AiJuKK ChJWWi: ^nrina Hotel Deals occommodauons on xno beacti to rotoxtng v,^ v admssion to LEG0U^5>» CaUft^mia! rketin FY 2010-2011 wndnatogoforfun VISITCAfa.SBA0.COM 0 Carlsbad Summer Fun Giveaway Enjoy a summer ni^hl at Park Hptt Aviara Resort! m Win 2 Tickets to Euge Groove live & a 1-Night Hotel Stay at Park Hyatt Aviara Resort! 1 WM-w.jazzalthepnri(.c»m Carlsbad is Sizzling with Summer Fun! See What's Happening: Jazz is (n the Air » Swim, Biite & Run Cartsbad » Thursdays on the Coast » 13,500 Subscribers | 4-1% '""^Ktm.cn. 'Offend a 1.. n ^*^ About <i - '•• iJ/ fl'i.,,.. ' -''J.'.,. , Avg. Click % f^nn Avg Clicks per month 19.2% Avg. Open Rate All information contained within: © copyright 2012 VisitCarisbad,com — ali rights reserved mail Market FY 2011-2012 Wcarisbad wtiere to go for fun Apnl 201: VISiTCARLSBftO.COM» ° * from Pe/i, to the final rounds of the Kia Classic at La Costa ! •.'tvirm liUf'.i: iii'rtis ix'i.uv.isct; i-;i€ostii Rysoit and .Spii Uiis vt.tr -'-Hh H.-iKira (.>*! ai!<,i SKH- rcoiiHW'lin.uuc-V li;: fill ihc .0,., !• !,>..-r oar.>iunnv;n 'or :i i-njsu.e tu v,ui iit-rti s.iliti M int. u>« „i\,; til' . ll ; t(; ' VMVJ I l,Jil!filw!i^KI{i ^Vatch 5,1% Avg. Click % I 1 20.3% Avg Open Rate fo^g Clicks per month ^^^^^^ wrthin: ©copynght 2012 VtsitCarisbad.com — all nghts reserved FY 2010-2011 facebook F,c«book help. VC- conn«. .nd sh.r. with th. VIsitCarlsbad « - ^caHsbad^ carlsbad Carlsbad, CA FoiUm CajiBbad, CA on IVrtttar I Plan the Perfect I" Southern California 3 Vacation West Inn and SuUes VISITCARlSfiAO.COM VijK Cartibid ported thl» I Uicy ow is Ju« be»uit«u< U VWMtCwMMd . TIM gfisbad 20,000 ctckata Vbi/w in*«i MMMH Sap 24-25) Vl»ltC«t Facebook "Likes" 3,000 Twitter Followers 63 YouTube Views Al! information contained within: © copyright 2012 VisitCarisbad com — aii nghts reserved. Social Media FY 2011-2012 Edit your prof AH information contained within © copynght 2012 VisitCarisbad com — all rights reserved FY 2010-2011 Keyword legoland Paid Search Top Keywords - Google Campaign Carlsbad - National California packages Carlsbad - National oceanside beachfront San Diego North County hotels Geo califomia oceanfront vacation rentals cabin rentals southern califomia Total Califomia California - National Impressions 82,058 4.497 2.259 451 773 660,000 Clicks CTR Avg. CPC 1,248 1.52% $0.84 88 1.96% $2.19 186 8.23% $1.32 23 5.10% $3.26 30 3.88% $2.30 7,000 1.06% $1.21 7.000 Clicks/Month 1 Avg. Click I rnUXJ /O Through Rate $121 Cost Per Click All information contained within. © copyright 2012 VisitCarisbad,com — ali rights reserved FY 2011-2012 «'mages 5 News ^ Maps * More Paid Search Top Keywords - Google legoland California beach front rentals Campaign Carlsbad - National California - Geo oceanside beachfront San Diego North County - hotels California resorts for kids www legoland. com Tota! Geo California - Geo Carlsbad - National Impressions 58,469 3,436 2,259 773 7,130 304,000 Clicks 1,441 172 186 68 251 8,800 CTR 2.46% 5,01% 8.23% 8.80% 3.52% Search On $0.84 $2.41 $1.32 $2.24 $0.59 • • •. • • • 2.89% $0.95 'A FY 2010-2011 l)]iiaiM)ay. ml s/h^ftlOl'i.J !v!yii' iVh.-H s got everyoni; shaking Jhsif fruit thmgs'' OU IK'S! Tt;?r • tJ^Wt WD s Guide to Planning a Family Vacation roape search I rttdl will .M4k« vlgjiit/fntl y«nf i 'Mfrwi BUI if i nm kut »»»h.«;e! 11.- TUV^HKH'/ una O'UU K^3'. cf(>v 3;:!ti, a^vi Wormasifi t 0*mngTh»r* *»air»M«i9 Coir.pirf? prices at mtitinis tfif/£i sni sintii;- "j'.es ir. netovouiirwtJwtrsejpeitpanetKi-eij rstKoothe *nnt\Tii wani yna ^cti rt wrtottontair/ tn trie travel v.t or atl I;P •. •st)»it(? to Boov / Tnirre ,ire no fCB.^ tn u<c t'a-nor t ^wt vtxj tne tifiKet. i ,tJI8t*,S.1W Traci •« 3ittn« pfxes a.it)' ana semjs yoii an e.cis i atert «ttie tare Oroov-ttyfti 3tiar yoii nix-,v: (n "lis h cs'a yf>!i De EiKjtte r« 3 cteiui >»*tS»lI«..W19 Oiinioi to lno i!?si a'.tpiine Leg room"' S»3i *io!n7 Most cctt^ffi'jWB; • cxiti f.niJ txj hme. tMtM<!MMliii^vMS*n P«tjp!e, not iCHt-.cuisri isiHcn rof 1^ to-t inlntei, mat c«>e? leafcn lise? mav 1 ! !r.i-ct»'<) tJ« mok', are) ':r3fri(i!5 carlsbad ALI.WN 5MM mpressions 0.05% Through Rate "Banner Ads ran throughout the Specific Media Ad Network. All information contained within: © copyright 2012 VisitCarisbad com — all rights reserved 13 FY 2011-2012 Average Click Through 21/400 Clicks Ml inforr^al'On ccntnined within © copyright 2012 VisitCarisbad com — ail rights reserved ^^^^^^^^^^^^^^ Group Direc New Initiatives for 2012 '^%^^''^'Sll0^lt^- FY 2011-2012 AprtI2012 I carlsbad Wedding Guide ^ .antsbarfs beaches, and c-^ , wedding '"^0%, also fmd si' youi ^ (nduding photographers dres GROUP DEALS Save, on hotels, attractions, spas, rest.-iunmt'; and more m\h these dsa Wedding Venues Beach Weddings Group Hobsis Cliecit out Carlsb; accommodations for y;r<)up«. tncf'tingf; and ever^ts VtEW HOTEL VENUES* i GROUP OFFERS f....,,..,>,-«'» CfriiWf'** ..nr- w>i3 Wedding Pl^ liF^iS'i ,«vmit.^rWt«j H iCP* >* • ^^^^^^ nt f( a I Meetings & Events Group travel is a growing market in Carlsbad. Our goal is to build Carlsbad as a destination for all group events- from planning the perfect beach wedding to family reunions and corporate getaways. Our campaign is multi-faceted. Through email marketing, social media, web content and online marketing, we have been successful in increasing brand awareness of Carlsbad as a destination for groups of all kinds. web:: social:: search:: 10,000 web visitors 1,339 engaged fans 1.7% CTR social :: email:: 22% Open Rate visitcarlsbad.com 309,465 visits to visitcarlsbad.com 81 % of ail visits are unique visitors Average time on visitcarlsbad.com is 02:44 with an average of 3.60 pages per visit marketing Display advertising on HomeAway, TripAdvisor and the Google Ad Network generated an average of 0.12% CTR 3,401,494 impressions and over 8,010 Clicks/month from Paid Search on Google and MSN social media Facebook ' Fan base has grown from 30K to 56K over the past year Posts reach up to 1,000,000+people, receiving 100+ likes and comments Launched first Facebook photo contest which gained 1,000 new likes in 2 weeks Twitter ©VisitCarisbad has over 7,000 followers, a 70% increase from FY 2010-2011 Tweets receive a 3% average engagement on Twitter, higher than the industry average of 1 -2% Promoted Tweet campaign resulted in 1,000+ additional followers and 1,516 direct visits to visitcarisbad.com YouTube , Channel views have grown over 6,000% , fr:pm.pnl3^.63.tQ oyer 4,000 views email marketing Visitcarlsbad's subscriber list has grown from 13,500 to 17,300 subscribers Monthly email promotions range from Girls Getaway Weekends to Summer Hotel Deals The Valentine's Day giveaway has the most opens to date with a total of 3,317 opens Carlsbad End of Summer Giveaway had the highest open rate of 23.3% meeting & events Created group pages on visitcarlsbad com for hotels, dining, weddings and activities- with over 8,400 pageviews Incorporated an email opt-in for meeting and event planners to build internal subscriber base Carlsbad Spring Group Activities Email receiyed.282 opens with an open rate of 24% ookina Ahead: FY 2012-2013 visitcarlsbad.com Continue to increase site visits from both returning and unique visitors Drive traffic to visitcarlsbad.com through social channels, paid search, display advertising, email marketing and special promotions marketing Continue to run display ads on the Google Ad Network as well as popular travel sites and implement fully comprehensive summer campaign hotel bookings Frequent promotions to increase hotel bookings directly from visitcarlsbad.com social media Establish "Squawky" as the mascot for Visit Carlsbad and utilize him as the brand voice Facebook Timeline layout will be used to announce new promotions and highlight featured/seasonal venues Build upon Pinterest platform to establish strong following and engagement with boards Create Facebook Landing Pages for Visitor Information, Exclusive Hotel Deals and Group Travel meeting & events Increase efforts for groups, meetings and event planners through: Monthly Group and Event Planner newsletters Sharing testimonials and interacting with meeting and event planners via visitearlsbad.com and social channels Creating mobile and tablet applications specific to group travel and planning solutions for Carlsbad Building an interactive wedding planning guide email marketing & promotions Monthly newsletters and promotions to continue to grow visitcadsbad*s subscriber list standard & Industry Benchmarks Standard Time Spent on Site Travel & Tourism Time Spent on Site Standard Avg Pages/Visit Travel & Tourism Avg PagesA/isit Standard Email Open Rate: Travel & Tourism Email Open Rate: Standard Email Click %: Travel & Tourism Email %: Standard CTR for Paid Search: Travel & Tourism CTR for Paid Search: Standard CTR for Display Ads: Travel & Tourism CTR for Display Ads: Sources MailerMailer'Emaii Marketmg Metncs Report" (July 2011). M^ilChtmp "Email Marketing Benchmflrks t>y Industrv (2012) Kissmelncs "2011 Wsb Analytics Review" (2011) TravelTisnds 'Digital OuUook Report' (2010) WannSoftivam 'US Ontine Advertising Report Q4 2011" (Jan 2012) Smartlnstghts "DispJay Advertising Clickthrough Rates" {Jan 2011) eTounsm Summit "DMO Benchmariting Proiect" (2011) 4:50 3:33 4.5 3.8 11.4% 14.5% 2.90% 2.71% 2.36% 2.47% 0.10% 0.08% Questions?