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Home My WebLink About2016-01-27; Carlsbad Tourism Business Improvement District; 01-16-126; Update from VisitCarlsbad's Digital Marketing Services Provider CivilianCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT (CTBID) AGENDA BILL AB# 01-16-126 CTBID STAFF MTG. 1-25-16 Update from VisitCarlsbad's Digital GENERAL Marketing Services Provider Civilian COUNSEL RECOMMENDED ACTION: Accept report. ITEM EXPLANATION: I (\;1,/ ,,~ The Carlsbad Tourism Business Improvement District (CTBID) contracts with Carlsbad Convention and Visitors Bureau, a not for profit public benefit corporation ("VisitCarlsbad") to provide tourism marketing services for Carlsbad. This includes the operation of the visitor center, public relations and digital marketing. As part of the VisitCarlsbad contract with the CTBID for FY 2016, the CTBID Board selects the firm to provide digital marketing service. After an RFP and interview process, the CTBID board selected Civilian to provide those services. The transition from the previous digital marketing provider to Civilian took place in October 2015. Starting November 1, Civilian digital marketing went live. Attached at Exhibit 1 is a report from Civilian to the CTBID Board updating them on what that have done and what their plans are going forward. This is an information item only and no action is required by the CTBID Board. 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. Civilian report on VisitCarlsbad 2015 shoulder season review DEPARTMENT CONTACT: Cheryl Gerhardt 760-602-2753 cheryl.gerhardt@carlsbadca.gov FOR CLERK USE ONLY. BOARD ACTION: APPROVED D DENIED D CONTINUED D WITHDRAWN D AMENDED D CONTINUED TO DATE SPECIFIC D ____ _ CONTINUED TO DATE UNKNOWN D RETURNED TO STAFF D OTHER-SEE MINUTES D Visit Carlsbad 2015 Shoulder Season Review •Overview of Activity: Start to Now •Shoulder Season Marketing Overview –Objectives and Goals –Revenue Overview –Target Audience –Marketing Strategy, Tactics & Messaging –Key Performance Indicators (KPI’s) •Analytics –Findings –Planned Updates –Conversion Rate Estimator (CRE) •90 Day Outlook & Execution Agenda Since We Last Spoke… September November DecemberOctober Dynamic Display Banners Live Updated SEM Campaign Live Website Updates Ongoing Performance Review and Optimizations Monthly Newsletter Civilian awarded business January February Client Kick-Off Meeting Native Ads Live Facebook Banners Live (creative language updated) Tracking Meeting with aRes Team Monthly Newsletter Monthly Newsletter Media Strategy Creation Social Media Content Creation Social Media Content Creation Social Media Content Creation Informational email update Creative Concepts Developed Website Transition Informational email template Website Updates Strategic Planning Tracking Pixels Added Conversion Rate Estimator March Progress To ROI Goal Shoulder Season Goal *Adjusted Goal DecemberROINovember Month Adjusted Goal was derived by assuming the monthly revenue = $270,000. Campaign went live 2 months later than initial projection. January (1-18) February Family Marketing Strategy Live September October $1,350,000 $810,000 $59,638 $64,670 $199,730 Shoulder Season Campaign: Objectives & Goal September 2015 –March 2016* Goal: Quickly launch campaign to maximize “Shoulder Season” opportunity (create new target audience specific marketing materials). Strategy: Drive room bookings (conversions) while ensuring the awareness of Visit Carlsbad Properties does not diminish. Challenge: Reduced campaign flight dates.* . *Shoulder Season campaign went live November 1 based on Account contract award date. Shoulder Season Audience = A New Audience Upper Crust Movers & Shakers Money & Brains Adults 55+ Median HHI $100k College Educated w/Graduate Degrees Interest in traveling Affluent lifestyle –Sophisticated Shoppers Adults 45-64 Median HHI $101k College Educated w/Graduate Degrees Management Positions Adults 45-64 Median HHI $88k College Educated Management Positions Households are classified as “melting posts” (diverse ethnicities) Travel for business occasionally, shop at stores like Banana Republic, watch tennis and drive luxury SUVs –Mercedes Benz Target couples with disposable income (childless or empty nesters). Previous marketing efforts targeted a “family” demographic with children. Media Strategies •Reach the audience using media THEY use •Leverage cross-platform opportunities •Focus on drive markets: So. California, No. California, Arizona and Nevada •Connect with audience via social Media Tactics •Reach guests throughout the travel cycle •Create content that matters (to the audience) •Utilize data to optimize campaign •Innovative and unique opportunities = increased awareness Media Strategy & Tactics: How we’ll Reach Our Audience Creative Messaging: What We’re Saying The Insight: Audience is curious and really values having the knowledge of a “best kept secret”(something that others don’t know about). Reason to Believe: •Health & Wellness Offerings •Sporting Activities •Food/Fine Dinning •Outdoor Activities The Main Idea: You don’t know about Carlsbad? That’s ok. Now is the best time to come discover Carlsbad (it really is a best kept secret). Sample Creative Executions: Dynamic Digital Display CARLSBAD, THE HIDDEN SEASIDE GETAWAY (CIJionllOi*..,oh<*Wvl 'al uai.•IIIL H!OOl~stllllll 'ill,l,UY' CARLSBAD, THE HIDDEN SEASIDE GETAWAY oa:AN BREEZE. SUN, & SEASIDE VIEWS "\U.Io'tUtW>'ioJo loml! ""' ""'"' .. CARLSBAD, THE HIDDEN SEASIDE GETAWAY ~!All( Wfl Dynamic Display Messaging: Content Creative Executions: Native Examples 25 seaside activities in Carlsbad Sponsored by: VisitCarlsbad.com 25 seaside activities in Carlsbad Sponsored by: VisitCarlsbad.com 6 unique Native Ads were created for the Campaign. 2 Examples Are Below: Creative Executions: Facebook Exchange Examples 10 Facebook Exchange ads were created for the Campaign. Examples Are Below: Key Performance Indicators (KPI’s) Conversions Web Traffic Impressions Referral Traffic CTR Time on Site Engagement Note: CRE will not be effective until hotels pixel their sites. Campaign Analytics November & December Performance Overview Top Performing Day: Tuesday & Thursday Top Performing Time: 3:00 –4:00 PM Performance by Partner Partner Impressions Clicks Hotel Referrals Hotel Referral Conversion Rate Estimated Bookings* Dynamic Display 9,963,072 2,532 174 6.87%8.7 Facebook DBM 10,893,887 1,514 45 2.97%2.25 Native Display 17,254,256 16,628 238 1.43%11.90 Programmatic Search 766,003 6,286 1,578 25.10%78.90 TOTAL 38,877,218 26,960 2,035 7.55%101.75 Referral Traffic By Tactic *Estimated booking are based off of a 5% booking rate once users land on the affiliate hotel website 15 9%2% 12% 57% 20% Dynamic Display FBX Native PPC/Google PPC/Bing + Yahoo Audience Insights: Traffic To Website November -December CenCier • h-I• 40U (Sl."") ...... ~55(44!11.) Unknown liA:Z (4'11.1 Ec:lueat.lon Level ~omo C:oll•ge 1.511 14.'11.) C:ollo9o Grod• 191 CU,.I HIQh lidtool Grod • 115 u .. ,., Gf•du•t-e SChool-• co .... v&t-r-..1 b d cars a SO -54 I U IU'IIol 55 59 540 ~~~"'I M .,. -:n5 c LO"'I 40 • 44 • J llllO"'I 4!J • 49 • liOI 110.,..1 Dt"h~,. ... 1&.50 (&7') Median Home Value SlO&.k $:tOOk H ll 1.11'11.1 UOlll t.~ODII 477 (liV.) ~ $lOOk 3102 (U ""l SliO&.k-140011• ~I!J (1-1 I~O Lk·U~Dit • H2 (9 ... ) ., ....... , •• Cl '""' Cl'tllc:lren In HH • 0 -:106liCS-I • •~ 5e:z Clll'!61 1 5231 (lS'IIo) 2 ••• 4 (10"1o) Employment •Ho--kor 1.6? Cll5'111o) WNto Collor U "l (11,.1 ..... c..a..-1.02 (21'l6) ""oared 76 U 6'llo) Household lneome .7511-lit8.11f U ) 114,.) ~ Sl511 3•9 (U'!61 ••o k-674.11<. 1n11 (1.1.""1 SI.SO><•tl99.111c • 2G2 ..... 1 liliOir·li~9 ""-:n e •• ..,, Oth•r -•••'J. (&7.,..) Ceo Loeatlon U S State • C:allfornla 21a" (]17,.1 • At1rono II! (11%1 N•vodo llll• cc-.1 Now York • :JD4 14)1.) ., ...... -:102 , .. ,., Otl> .. r • 30 1 ~ 1:1-) -.... ,.. ••• -741 """"' -''"•'·-:Ill 127"'1 Polllieal Affiliation Audience Insights: Continued Ethntcity If...- Education Level Gtaduatc School l 4to.tnQ 996 (29.10tlf v&t-r-..1 b d cars a -· !Sol Vlsitm:;·lndex • 118 78 31 Gender ·- 102 7S Homeownership lndeJc l~ip •Uam.awner 94 ~ • Pfobllbie HCJnlQOWnCI 274 (1069%) 99 ~~ h•ll P"ob.JlJlaRIPfllor -230(8.9~1 110 Conversion Rate Estimator: Status & Success •Current Status –We have 1 hotel that has agreed to place the pixel. –We have 2 hotel partners who have agreed to give us Google Analytics access. •Success Looks Like –Civilian requesting Google Analytics access for hotels if placement of tracking pixels is not possible. –Ensuring we have either access to pull the Google Analytics or hotel partners sending Analytics to Civilian will allow our tracking to be increased allowing us greater transparency with you. •Civilian would ask for “reporting” only access within Google and would NOT ask to be an admin for any hotel partners, ensuring all levels of security are keep status quo. Campaign: Next Steps Looking Forward…90 days And Beyond February April MayMarch Updated SEM Campaign Live Performance Review and Optimizations Monthly Newsletter June July Native Ads Live Facebook Banners Live Monthly Newsletter Monthly Newsletter Banner Update Social Media Content Creation Social Media Content Creation Monthly Newsletter Monthly Newsletter Monthly Newsletter Banners Live Social Media Content Creation Social Media Content Creation Social Media Content Creation Social Media Content Creation Analytics and Performance Review Reporting Website Updates Campaign Updates & Next Steps •Newsletters -Utilize website high traffic times as “test send” for monthly newsletter •Display Banners –Execute creative refresh •Social Platforms -Consider additional social platforms such as Instagram (sponsored posts) •SEM –Increase SEM reach to San Diego to capture “staycation” audience •Weekly revenue review meeting (Civilian team) •Execute website optimization updates (via a phased approach) Thank You!