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HomeMy WebLinkAbout2021-01-13; Carlsbad Tourism Business Improvement District; 1-21-199; Visit Carlsbad Quarterly ReportsCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 1-21-199 CTBID STAFF MTG. 1-13-21 Visit Carlsbad GENERAL COUNSEL QUARTERLY REPORTS RECOMMENDED ACTION: Receive reports and provide feedback. ITEM EXPLANATION: The CTBID contracted with Carlsbad Convention and Visitors Bureau ("Visit Carlsbad") to provide various tourism services. The contract requires Visit Carlsbad to provide the reports to the CTBID. At its February 23, 2017 meeting the CTBIB Board asked that the following most recent reports be a standing item on the CTBID Board meeting Agendas: •Year to Date Budget to Actual •Digital Marketing (includes website traffic) •Group Sales (not applicable at this time) •Public Relations (not applicable at this time) •Visitor Center (not applicable at this time) Attached at the Exhibits are the reports for month ending December 31, 2020. This is an information only item and no action is required of the CTBID. FISCAL IMPACT: None. ENVIRONMENTAL IMPACT: This action does not qualify as a project under the California Environment Quality Act ("CEQA") and will not have a physical adverse effect on the environment. (CEQA Regulation 15378(b). EXHIBITS: 1.Profit and Loss for July 1- December 31, 2020 2.Digital Marketing Report — December 2020 Elevated Internet Marketing DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt©carlsbadca.gov EXHIBIT 1 VISIT CARLSBAD Budget vs. Actuals July 2020 - June 2021 carlsbad Income Total Budget over Budget Actual 701 CTBID Revenues 266,666.64 800,000.00 -533,333.36 Total 700 Public Sources $ 266,666.64 $ 800,000_00 -$ 533,333.36 Total Income $ 266,666.64 $ 800,000.00 -$ 533,333.36 Expenses 435 Workers Compensation 2,041.00 0.00 2,041.00 800 Labor Expenses 802 Salaries - Direct Labor 802.2 Visitor Services Manager 7,997.08 39,566.00 -31,568.92 802.3 Visitor Services Coordinator 1,799.91 11,459.00 -9,659.09 802.4 Volunteer - Paid 0.00 1,195.00 -1,195.00 802.5 Marketing Director 46,500.00 93,000.00 -46,500.00 806.2 Salaries - Group 0.00 86,909.00 -86,909.00 Total 802 Salaries - Direct Labor $ 56,296.99 $ 232,129.00 -$ 175,832.01 803 Employee Benefits 6,872.86 0.00 6,872.86 803.1 Employee Paid Benefit 0.00 42,000.00 -42,000.00 Total 803 Employee Benefits $ 6,872.86 $ 42,000.00 -$ 35,127.14 806 Payroll Tax Expense 4,429.11 20,000.00 -15,570.89 Total 800 Labor Expenses $ 67,598.96 $ 294,129.00 -$ 226,530.04 804 VVorkmans Comp -1,602.00 4,000.00 -5,602.00 808 Group Sales Bonus 0.00 10,000.00 -10,000.00 900 Promotional Programs 902 Research 6,700.00 10,000.00 -3,300.00 903 OutsideServices 0.00 0.00 0.00 903.1 Interactive Marketing 102,903.72 250,000.00 -147,096.28 Total 903 OutsideServices $ 102,903.72 $ 250,000.00 -$ 147,096.28 904 Travel & Entertainment 121.80 6,000.00 -5,878.20 905 Dues & Subscriptions 5,773.24 10,000.00 -4,226.76 906 Collateral Prod. & Fulfillment 0.00 2,000.00 -2,000.00 907 Public Relations Events 0.00 10,000.00 -10,000.00 Total 900 Promotional Programs $ 115,498.76 $ 288,000.00 -$ 172,501.24 908 Group Direct Services 908.1 Technology 0.00 9,000.00 -9,000.00 908.10 Coronavirus Recovery Marketing 0.00 40,000.00 -40,000.00 908.3 Memembership/Dues 0.00 2,621.00 -2,621.00 908,4 Group Incentive 6,000.00 50,000.00 -44,000.00 908.5 Sponsorship/Partnerships 15,141.48 20,000.00 -4,858.52 908.6 Marketing/Advertising 0.00 5,000.00 -5,000.00 EXHIBIT 1 908.7 FAMs 0.00 0.00 0.00 908.7.1 Site Inspections 0.00 5,000.00 -5,000.00 Total 908.7 FAMs 0.00 $ 5,000.00 -$ 5,000.00 908.8 Travel & Entertainment 0.00 9,500.00 -9,500.00 908.9 Tradeshows -8,500.00 35,000.00 -43,500.00 Total 908 Group Direct Services $ 12,641.48 $ 176,121.00 -$ 163,479.52 950 General Administration Expenses 951 Bank Service Charges 0.00 500.00 -500.00 952 Equipment Rental & Replacement 1,681.60 1,000.00 681.60 953 Facility Repairs & Maintenance 0.00 500.00 -500.00 954 General Liabilty Insurance 970.00 1,000.00 -30 00 956 Office Supplies 187.18 2,000.00 -1,812.82 957 Postage 0.00 100.00 -100.00 958 Taxes - General 94.64 150.00 -55.36 959 Telephone 2,582.94 10,000.00 -7,417.06 960 Professional Services 3,500.00 6,000.00 -2,500.00 961 Volunteer Program 25.09 500.00 -474.91 962 Miscellaneous Expenses 517.71 1,000.00 -482.29 963 Utilities 575.23 3,000.00 -2,424.77 964 Computer Expense 269.00 2,000.00 -1,731.00 Total 950 General Administration Expenses $ 10,403.39 $ 27,750.00 -$ 17,346.61 Total Expenses $ 206,581.59 $ 800,000.00 -$ 593,418.41 Net Operating Income -$ 206,581.59 -$ 800,000.00 $ 593,418.41 Other Income 1002 Carlsbad Recovery Mktg Income 250,000.00 0.00 250,000.00 Total Other Income $ 250,000.00 $ 0.00 $ 250,000.00 Other Expenses 1000 Carlsbad Recovery Mktg Expense 57,764.20 0.00 57,764.20 Total Other Expenses $ 57,764.20 $ 0.00 $ 57,764.20 Net Other Income $ 192,235.80 $ 0.00 $ 192,235.80 Net Income -$ 14,345.79 -$ 800,000.00 $ 785,654.21 Wednesday, Jan 06, 2021 11:17:30 AM GMT-8 - Cash Basis + Visit Carlsbad Q2 FY2021 Report A INTERNET MARKETING ELEVATED EXHIBIT 2 DRIVING YOUR DIGITAL PRESENCE TO NEW HEIGHTS 16,104 vs. 22,156 Total goal completions 8,209 vs. 11,931 Outbound Links - Click (E) 3,186 vs. 5,388 Other Listings - Visit Their Website - Click (E) A User Engagement Growth YoY Website User Fluctuations Oct 1, 2020 - Dec 31, 2020: a Users Oct 1, 2019 - Dec 31, 2019: 0 Users 2,000 PPC Carlsbad is Calling campaign launched PPC Outdoors campaign launched PPC campaigns scaled back due to Southern CA regional stay at home order ODO • YoY Goal Fluctuations November 2020 December 2020 +101% 1,753 vs. 871 Plan Your Stay - 1st Step - Submit (E) We're seeing a YoY increase of users staying on the website to explore booking options, indicating more of a research mindset than in year's past. A Channel Groupings With organic search accounting for the largest drop in overall traffic, it could be a good opportunity to reengage in content marketing outreach so we can focus on building Visit Carlsbad's backlink profile to increase rankings and credibility during a time when external demand is fluctuating. Top 5 Goal Completion Sources for Q2 FY2021: 1.Google Organic: 7,525 (-38% YoY) 2.Google Ads: 3,843 (-16% YoY) 3.Facebook Referral: 1,605 (+1,184% YoY) 4.Direct Traffic: 1,428 (-29% MY) 5.Bing Organic: 345 (-54% YoY) Facebook referral traffic was minimal in Q2 FY2020 at 125 visits, resulting in the large percentage increase. Organic social posts without UTM parameters typically get bucketed into mlacebook.corn referral traffic in Analytics. Oct 1, 2020 - Dec 31, 2020 Organic Search •Display III Social Direct Paid Search Referral (Other) Email Oct1 201%. Dec 31,.2019 III Organic Search •Display •Social Direct Paid Search Referral RI (Other') Email Source: Google Analytics CI, TR Cost w• Clicks 286 •$6 59.59 401 4-401 $503.12 •S.503.12 •icalifornia cad-shad] •Icarltbad •[tart &ego tan diegol *286. $455_85 120. 313% • cal tO dpin san &ego ''• san cllego hotels' ... ... 8_13% t 1013% A Paid Media: Budget Recap Google YoY Campaigns Cott Cenversions T.- Coat ./.tonv.f..ir Elevated - Search Sty 89,541,63 * S6.91.69 *VW. '4914 5 . * r Elevated - Digolay- * Prospecting 85,446.4.5 t s4,44-1:;7 19.00 419-13.0 $2.8666 *S286.66 Elevated - Search - •83,920.74 20.47 $191.57 •General 6S.:32, $174.09 Top Search Keywords 130,793 Link Cnick: 1 66,511 Landing.Pege-View 18+ : A Paid Social: Budget Recap Facebook Q2 FY2021 Ad Set Name Driving Distance 25+ - Hotel - Older Demo Results. 6,093 Reach 173,435 Impressions 344,400 Cost per Result $0.31 Amount Spent $1,886,34 LandirR Pa9e vittm Per Ler:ding Page View Core Audience 25+ General( Messaging 4,271 121,472 246,212 ti3.32 S1,369.52 'Landing Page Views: Per Landing Page.View: Driving Distance 25+ - Hotel 3,424. 10,723 1.72,560 $0.22 $737.08 LandIng Page VieWs Par LandIng Nge ViOw Hyperlocal - Retail & Dining - Older Demo 2,554 48,255 135,836 •$0.41 $1,051,89 •Link Clicks' •Per L3rd< Driving Distance 25+ - Hotel - Younger Demo 914• 46;297. 74,124 *0.3i3 $276.21 Landing Page Views Per Landing Page View Core Audie nce 25+ - General Messaging --Y04.- -5117. 27,753: 43,842 .$0.32 $16514 Lending Pe e Views Per Landing Page View Hyperiocai - Retail & Dining - Young Demo 499 19,879 34,321 $0.45 $226.92 Par Link Click $724.19 Per Larding Page t6ek,i $724:19 517,755 1,182,088 86,437.29 People. : -Patti! iot Spent A Paid Media Google Search •The strongest results were from October, where we saw YoY improvements in the Stay campaign and focused budget on The Outdoors Await Your Return Dort Spend Your Mmer Coopeo Up. Come Exp ate The Great OUILIV3rS n Carsbad. CA V C b2 scaling Carlsbad is Calling ad results. We saw that more users overall were visiting the site and converting compared to the year prior. •During November, the cost of ad space increased due to the holiday season. We pulled back spend over the course of the month from the General campaign and allowed the Stay campaign to continue to maintain flexibility based on performance. •The volume of users who converted slowed down in November and December, likely due in part to the current state of travel. •Overall, Google Search spent +15% more YoY, but saw a +31% impression uptick. Display •In October, Display performance was strong given the large impression volume compared to the year prior. •In November, the Display campaign showed a slow down in performance. This could be partly due to the general state of holiday traffic being more geared towards shopping. •Throughout the quarter we were getting in front of more eyes, but traffic has slowed relatively. However, despite not being the focus of the Display campaign, we are getting many more Search Campaign conversion points of interest being completed from the Display campaign compared to last year. •As search intent continues to fluctuate, keeping the budget more fluid between Search Et Display will help us improve overall results with the new Outdoors campaign. Visit Carlsbad •• :porlsoled Get outside and breathe the ocean air. Discover 7 miles of beaches & pristine coastline in Carlsbad, CA. VISITCARLSBAD.COM The Hidden Gem of SoCal Your Overdue Escape Awats LEARN MORE A Paid Social Facebook •Budget was allocated to the top campaigns given performance, focusing on Carlsbad is Calling messaging and shifting to the Outdoors campaign on 12/17. •With a similar spend pattern as Google, we pulled back to only focus on the driving distance campaign which was our highest efficiency campaign based on a wider target audience. This campaign geo-targets regions that are within driving distance to Carlsbad hotels and resorts. - The success of this campaign makes sense given the website geographic trends with Los Angeles, Phoenix, Ontario and Las Vegas accounting for the highest YoY traffic increases by city. •With the driving distance campaign as our sole focus in December; we saw an uptick in traffic performance. Even though we spent approximately -19% less in December on this campaign compared to November; we saw a boost in click volume and landing page views by about +30%, also attributed to the Outdoors campaign. •Although this quarter is typically the slowest of the year, with our expansion into driving distance targets, we saw a nearly +60% above linear performance spike in traffic from Facebook. This also includes additional conversion points other than traffic as well. Ihrearlsbad 72.:_(>3 N ESGNJP ct HOTELS THINGS TO DO DINING MEETINGS BLOG EXPLOPECA ;-L SBA • A Creative & Development: Website Updates Source: Google Ariatytics YoY Metrics •Home page copy adjustments •Website troubleshooting Sessions Users New Users AVG Session Pageviews -20% -17% -19% Duration -11% 81,042 vs. 101,307 70,898 vs. 85,432 68,765 vs. 84,127 00:00:59 vs. 00:01:06 142,070 vs. 166,083 A INTERNET MARKETING ELEVATED THANK YOU