HomeMy WebLinkAbout2016-05-06; Carlsbad Tourism Business Improvement District; ; CONSIDER FUNDING VISIT CARLSBAD GROUP SALES WORK PLANCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT (CTBID)
AGENDA BILL
AB# 05-16-128 CTBID STAFF
MTG. 5-06-16 Consider Funding Visit Carlsbad GENERAL
Group Sales Work Plan COUNSEL
RECOMMENDED ACTION:
1. Consider adopting Resolution 2016-2 amending contract with Visit Carlsbad and
appropriating additional funding for group sales.
ITEM EXPLANATION:
L~c~,J
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, and group sales. As part of the VisitCarlsbad contract with
the CTBID for FY 2016, the CTBID Board requested that before they funded group sales in the
Visit Carlsbad contract, they wanted to see a plan from Visit Carlsbad.
In October 2015, CTBID board to appropriated $100,000 in funding to hire a Meetings
Development Manager. Once that person was hired Visit Carlsbad agreed to bringing back a
plan for additional group sales funding developed by the Meetings Development Manager and the
Digital Marketing Firm, Civilian.
Attached at Exhibit 2A, is the plan and budget developed by the Group Sales Development
Manager requesting an additional $112,730 in funding for the Group sales manager. If the
CTBID Board chooses to fund this additional budget they would need to adopt the attached
Resolution amending the Visit Carlsbad contract and appropriating the $112,730.
FISCAL IMPACT:
The CTBID FY 2016 budget has $300,000 set aside in a contingency account to fund group
sales. $100,000 was appropriated to fund the Group Sales Manager in October, so there is
$200,000 remaining.
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WITHDRAWN D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
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. Resolution 2016-2 amending contract with Visit Carlsbad and appropriating additional funding
for group sales.
2. Amendment No. 3 to Visit Carlsbad contract
a. Visit Carlsbad Group Sales Plan and Budget
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RESOLUTION NO. 2016-2
RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT,
AUTHORIZING THE CHAIRPERSON TO EXECUTE
AMENDMENT NO. 3 TO THE AGREEMENT WITH THE
CARLSBAD CONVENTION AND VISITORS BUREAU DOING
BUSINESS AS VISITCARLSBAD _________ _
EXHIBIT 1
WHEREAS, The City Council ofthe City ofCarlsbad adopted Ordinance No. NS-778
enacting Chapter 3.37 of the Carlsbad Municipal Code on November 15, 2005 thereby creating
the Carlsbad Tourism Business Improvement District (CTBID); and
WHEREAS, the primary purpose of the CTBID is to promote tourism and provide
services to visitors to the City of Carlsbad; and
WHEREAS, the City Council has authorized the Board of Directors of the CTBID to
conduct the business of the CTBID in the time, place and manner that best suits the needs of the
Board ofDirectors ofthe CTBID, subject to the control of federal, state and local laws governing
the activities of a Business Improvement District; and
WHEREAS, the City Council has provided the Board of Directors with the ability to
contract for services necessary to carry out the purpose of the CTBID; and
WHEREAS, the Board of Directors of the CTBID entered into an agreement on July 2,
2015 with the Carlsbad Convention and Visitors Bureau, a non-profit corporation doing business
as Visit Carlsbad to promote tourism and provide services to visitors for FY 2015-16; and
WHEREAS, Carlsbad Convention and Visitor Bureau and the Board of Directors ofthe
CTBID have negotiated and agreed to a supplemental scope of work and fee schedule as shown
in Exhibit 2A.
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
Tourism Business Improvement District, as follows:
1. That the above recitations are true and correct.
2. That subject to review and approval of Amendment No.3 by the CTBID General
Counsel, the Chairperson is hereby authorized to execute Amendment No.3 to the
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Agreement between CTBID and Carlsbad Convention and Visitors Bureau to
provide professional services related to tourism promotion.
3. That $112,73 0 be appropriated from CTBID contingency to Miscellaneous
Professional Services for 2015-16 group sales.
PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of
Directors of the Carlsbad Tourism Business Improvement District on the __ day of
________ 2016, by the following vote to wit:
AYES:
NOES:
ABSENT:
ATTEST:
TIM STRJPE
Chair
17 BARBARA ENGLESON
Clerk of the
18 Carlsbad Tourism Business Improvement District
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EXHIBIT 2
AMENDMENT NO. 3 TO AGREEMENT WITH CARLSBAD CONVENTION AND VISITORS
BUREAU FOR PROMOTION OF TOURISM AND VISITOR SERVICES
This Amendment No. 3 is entered into and effective as of the day of
_____________ , 2016, amending the agreement dated July 2, 2015 (the
"Agreement") by and between the Carlsbad Tourism Business Improvement District (CTBID), and
Carlsbad Convention and Visitors Bureau doing business as VisitCarlsbad ("Contractor")
(collectively, the "Parties") for tourism and visitor promotion programs and services.
RECITALS
A On July 2, 2015, the Parties executed the original Agreement for professional
services relating to the promotion of tourism in Carlsbad for the period of July 1, 2015 through
June 30, 2016; and
B. CTBID chases to fund group sales an additional $112,730 which exceeds the
amount in the FY 2015-16 contract amount by $112,730; and
C. The Parties desire to alter the Agreement's scope of work to and fee schedule,
which is attached to and incorporated by this reference as Exhibit "A", Visit Carlsbad Group
Marketing.
NOW, THEREFORE, in consideration of these recitals and the mutual covenants
contained herein, CTBID and Contractor agree as follows:
1. In addition to those services contained in the Agreement, as may have been
amended from time to time, Contractor will provide those additional services described in Exhibit
"A".
2. City will pay Contractor for all work associated with those services described in
Exhibit "A" in an amount not-to-exceed One Hundred Thousand ($112,730).
3. Contractor completed all work described in the attached Exhibit "A" by June 30,
2016.
4. All other provisions of the Agreement, as may have been amended from time to
time, will remain in full force and effect.
5. All requisite insurance policies to be maintained by Contractor pursuant to the
Agreement, as may have been amended from time to time, will include coverage for this
Amendment.
6. The individuals executing this Amendment and the instruments referenced in it on
behalf of Contractor each represent and warrant that they have the legal power, right and actual
authority to bind Contractor to the terms and conditions of this Amendment.
City Attorney Approved Version 1/30/13
CONTRACTOR
By:
(sign here)
(print name/title)
By:
(sign here)
(print name/title)
EXHIBIT 2
CITY OF CARLSBAD, a municipal
corporation of the State of California
By:
Tim Stripe, CTBID Chairperson
ATTEST:
BARBARA ENGLESON
Pro Tern Clerk of the CTBID
If required by City, proper notarial acknowledgment of execution by Contractor must be attached.
If a corporation, Agreement must be signed by one corporate officer from each of the following
two groups:
Group A
Chairman,
President, or
Vice-President
Group B
Secretary,
Assistant Secretary,
CFO or Assistant Treasurer
Otherwise, the corporation must attach a resolution certified by the secretary or assistant
secretary under corporate seal empowering the officer(s) signing to bind the corporation.
APPROVED AS TO FORM:
CELIA A BREWER, General Counsel
BY: --------------------------Assistant General Counsel
City Attorney Approved Version 1/30/13
2
Overview
2015-2016 Budget Overview
Group Direct Expenses
EXHIBIT A
Major industries to focus on include biotech, sports business/retail, incentive to include pharmaceutical, financial, insurance
and health/medical. In addition, a secondary focus will be placed on the SMERF market. This is supported by the SAG report
and survey of the meetings hotels.
I. Building the foundation
TARGET TOPIC DESCRIPTION STEPS TAKEN NOTES/TO DO BUDGET
DATE COST
APR30 Technology CMS/CRM Software -Surveyed DMOs to get top -Execute 36 month contract $6,000
offering integration platforms -Implementation in APR
with Outlook, MINT, -Demonstrations with lOSS, -Monthly service fee for MAY and JUN
event and website. Salesforce.com, Simpleview and -Training and Annual User Conference
Ungerboeck (MAY/JUN)
-Cost analysis
-Called references for lOSS
JUN 15 Website The Groups/Meetings -Got bid from Civilian -RFP to go out by MAR 31 for additional bids. $20,000
landing page will be -Researched local web development -Develop branding for Groups/Meetings page
done in conjunction companies -Decide on call to action for RFP submission
with the new Visit -Working on RFP
Carlsbad website.
APRS Displays Visit Carlsbad does not -Contacted 3 local companies for Order: $2,056
have the appropriate bids. - 3 floor shades
displays to project the -Reviewed options to cover both - 1 tabletop shade
image we want for the tradeshows and appointment events. - 2 table covers with images (6')
Groups and Meetings -Got cost estimates. - 1 table runner with logo
market.
-----
JUN 30 Digital Sales iPad Pro -Researched best pricing. $ 900
Tools iPad app -Demonstration with Hip Solutions $ 7,224
Groups/Meetings -Requested photos from meetings -Schedule photo shoot for additional phots $10,000
Photo hotels and groups venues needed.
-Added photos to current library.
-Updated Visit Carlsbad profile
pages on RFP systems with new
photos.
-Assess additional photos needed
and arrange shoot
Groups/Meetings -Analyze current videos available.
Video
SUBTOTAL $46,18Q_
II. Creating Awareness
TARGET TOPIC DESCRIPTION STEPS TAKEN NOTES/TO DO BUDGET
DATE COST
MAY31 E-mail Develop awareness -Researched available avenues -Develop campaign message/call to action $7,300
Marketing campaign for Visit (magazines, industry organizations, -Decide on target audience I list
Carlsbad targeting the outside list company) -Cost analysis
Groups/Meeting -Got cost breakdown from Smart -
market. Meetings, Successful Meetings, and
lnfoCore
-Called references for lOSS
MAR31 Industry Increase visibility in the -Renewed memberships with MPI -Secure committee/leadership positions in $2,250
Organization local industry and SITE. organizations.
Memberships -Research/join PCMA, ASAE and FICP
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APR15 Preferred Build relationships with -Obtained partnership level and cost -Analyze benefits and ROI $10,000
Partnerships top incentive information from ConferenceDirect -Execute partnership agreements
houses/third party and HelmsBriscoe. -Secure marketing opportunities
companies -Requested partnership opportunities
with American Express, BCD, and
Maritz
~TOTAL ----$19,550
Ill. Connecting with the Clients
Calendar of Event (Sales Calls. Events. FAMs. Etc.)/Budget Outline
EVENT DATE EVENT LOCATION DESCRIPTION ACTIONS BUDGET
COST
APR 13 Smart Event Los Angeles Participate in one day event including -Attend MPISCC event on APR 12 $3025
one-on-one appts with clients. -Conduct sales calls on APR 12
APR 21-22 MPI SoCal EdCon and Carlsbad Attend the event at the Sheraton -Secure sponsorship with Visit Carlsbad $3750
Tradeshow Carlsbad and introduce the services of recognition
Visit Carlsbad to the regional audience. -Participate in hosted buyer program for one-
on-one appointments with clients.
APR 27-29 Connect California Irvine Participate in this 3 day event to include -Secure appointments with 25+ clients. $3500
one-on-one appointments and -Attend networking sessions
networking events with planners -Goal-secure 2 leads for future business
throughout the US that plan events in
CA.
MAY 9-12 Successful Meetings San Participate in this 3 day event to include -Secure appointments with 20+ clients. $5075
Destination California Francisco one-on-one appointments and -Attend networking sessions
networking events with planners -Goal-secure 2 leads for future business
throughout the US that plan events in
CA.
JUN 10-14 MPIWEC Atlantic City Participate in this 3 day event to include -Participate in hosted buyer program for one-$1730
one-on-one appointments, education, on-one appointments with clients
and networking events -Attend education and networking events to
increase awareness of Visit Carlsbad, our
destination and services.
-Goal -make contact with 1 0+ new clients that
have potential for Carlsbad.
JUN 17 SITE SoCal Charity Newport Sponsor table for the event to include 5 -Confirm 5 corporate/incentive clients to sit at $1670
Poker Tournament Beach planners and 4 of our destination our table.
representatives. -Network with planners to increase awareness
of Visit Carlsbad and our services.
JUN 27-28 FAM Trip Carlsbad Plan and execute a familiarization trip for -Confirm 1 0-12 corporate clients $18,750
planners throughout the US. . -Promote services of Visit Carlsbad and our
incentive for off-season business.
-Showcase meetings hotels/venues as well as
activities.
Ongoing Attend monthly Various Network with clients and NSO reps to -Actively participate on BOD &/or committees. $500 (avg.
meetings for SDMPI, locations in increase awareness of our destination $150/mo.)
MPISCC and MPIOC So Cal and services in the local/regional market.
SUBTOTAL $47,000 -------
Building Foundation Subtotal $ 46,180
Creating Awareness Subtotal $19,550
Connecting with Clients Subtotal $47,000
TOTAL $112l30 ----·-------
CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT (CTBID)
AGENDA BILL
AB# 05-16-129 CTBID STAFF
MTG. 5-06-16 Update from VisitCarlsbad's Digital GENERAL
Marketing Services Provider Civilian COUNSEL
RECOMMENDED ACTION:
Accept report.
ITEM EXPLANATION:
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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. Civilian made a presentation to the
CTBID Board in January for the initial start-up period. Attached at Exhibit 1 is a report from
Civilian to the CTBID Board updating them on the year to date activities 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 Visit Carlsbad 2015/16 Shoulder Season Campaign 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
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• Campaign ROI
-Overview on measurement
-Current progress
• Shoulder Season Marketing Overview
-Marketing Strategy
-Activities
• Campaign Performance
-Optimizations (updates)
-Analytics
• Looking Forward: FY16/17
-Performance Review
-Planned Optimizations
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-Impressions 5,000,000
-Conversions to Site 500,000
-Referral Traffic -5,000
-CRE Estimator -$750,000
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-Impressions 4,000,000
-Conversions to Site 400,000
-Referral Traffic-4,000
-CRE Estimator -$600,000
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-Total Impressions 9,000,000
-Total Conversions To Site 9,000,000
-Total Referral Traffic-9,000
-Total CRE Estimator $1,350,000
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Your hotel booking data is the key to Civilian's transparency.
Civilian requesting Google Analytics access for hotels if placement of
tracking pixel is not possible.
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Current Statu
Civifan
11 Omni La Costa is currently providing Google analytics on
monthly basis
11 aRes Data accessible
11 Beach Terrace Inn-we are awaiting their pixel
placement
11 West Inn-we are awaiting their Google analytics data
Cape Rev and Hilton Garden Inn, Sheraton -provided
Google Data but not what we need.
11 Civilian to continue to request data from hotel partners.
11 Civilian to track requests on quarterly basis and request
'reminder' email to be sent from Sam to partners.
Conversion Rate Estimator Ill
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$1 "'.4"1 ------------------------------------------------------~~~~r.~-~-~--!_0 R 0 I Goal $1 '350' 000 -----------------------------------------------------------------------------------~
Shoulder Season
Goal
$810,000
$727,364
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$440,280
$188,688
Family Marketing Strategy Live
September October
*Adjusted Goa
November December January February March
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Shoulder Season Campaign: Objectives & Goal Civilian·
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 and reduced budget.
*Shoulder Season campaign went live November 1 based on Account contract award date.
Client
Kick-Off
Meeting
Tracking Meeting with
aRes Team
Civilian awarded business
Facebook Banners
Dynamic Disp
Native Ads Live
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Meeting With
LPGA
Updated SEM build to
include KIA Classic
LPGA. Material
creation
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Content Creation
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~~ Daily Social Content Creation & Management (in addition to Monthly
social calendar creation)
-Includes management of inbound social comments
~~ ""ebsite Updates (i.e Omni La Costa, restaurant's of the month, contact
info)
-Ongoing updates to maximize effectiveness of current website
~~ Media POV (point of view)
-Provide Agency point of view for media inbound calls to Sam &
Frankie
~~ Twitter Chat Management
~~ Monthly Analytics
-Presentation creation and discussion with Sam
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What:
Once your campaign went live in November, the team reviewed each individual digital marketing
tactic's performance (on a weekly basis) to ensure we are reaching the correct audience with the
best message every time.
How:
We look at overall times users clicked on the advertising as well as the number of times we sent a
user to a hotel partner's website.
Optimize:
We change copy, images, placement of where the ad runs or who sees the ad based on the
performance findings.
• SEM: Increased our pool of "qualified" audience by targeting San
Diego to capitalize on "stay-cations".
-Outcome: Successful with a 38°/o lift on average month-over-month
Civilian·
• Display Banner Retargeting: Expanded audience pool to re-market to
people who are actively/organically planning travel and have visited
the Visit Carlsbad website. Retargeting was opened up nationally to
anyone who has visited the website.
-Outcome: Estimated bookings have increased by 153o/o month-over-month
on average (from display alone).
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November 1 -March 31
December 2015 January 2016
Top Traffic Sources
I
31,299
29,958
12,964
7,407 I
7,219
5,743
5,436
3,843
2,532
Most Successful Monthly
Newsletter Deployed
February2016 March 2016
1
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Key Campaign Insights ..
•
•
•
•
•
•
Visitcarlsbad.com website traffic increased by 4% in comparison
to the same time period, the previous year.
Paid traffic has accounted for 36% of website traffic campaign-to-
date.
51% of total web traffic came from a mobile device or tablet .
, Hotel referral rate has consistently outperformed initial estimate
(10%) with a 21.14% referral rate
Estimated total campaign-to-date booking: 2,683
Campaign-to-date CRE estimates $1,393,435 in revenue to Visit
Carlsbad hotels
*OTA conversion rate added to CRE based on historical booking data from luxury and general hotel bookings. Based on this historical
data, the average conversion rate was 0.0097% of 21.7MM impressions.
Nov 1, 2015-Mar 31, 2016:
.Jun 2, 2015 -Oct 31, 2015:
Pageviews
Pageviews
December 2015
Landing Page
Sessions "'
266,827
"Yo of Total:
a.n ....... 0 N
......... 1. llegoland cGD 39,941 (14.97%)
M
+-' 2. I ,i)'l 38,903 (14.58%) u
0
I 3. /mobile/ @I 13,724 (5.14%)
a.n ....... 4. lmobile/legoland c_.)'l 11,122 {4.17%) 0
N
N' 5. /mobile/restaurants @I 10,735 (4.02%)
!:
::J 6. /restaurants rJ 10,488 (3.93%) .....
7. !beaches @I 6,954 (2.61%)
8. I events @I 6,951 (2.61%)
9. lmobilelactivities @I 6,660 (2.50%)
10. /mobile/beaches 1:!.~ 6,459 (2.42%)
January 2016
%New
Sessions New Users
80.68% 215,280
Avg for View: %of Total:
86.86% 34,693 ("16.12%)
83.72% 32,569 (15.13%)
87.69% 12,034 {5.59%)
87.64%· 9,747 (4.53%)
84.84% 9,108 (4.23%)
80.25% 8,417 (3.01%)
83.78% 5,826 12.71%)
77.23% 5,368 (2.49%)
78.38% 5,220 (2.42%)
81.61% 5,271 (2.45%)
eM Iran·
February 2016 March 2016
Landing Page
%New
Sessions "' Sessions New Users
196,819 85.36% 167,995
J;,, of Total: Avg lor View: %of Totai:
1.0 .......
0 N
......... 1. I @I 21,424 (10.89%) 85.84% 18,391 (1 0.95% i
M ,_ 2. /attractions &J 15,320 92.12% 14,113 res (7.78%) (8.40%,)
~
I 3. Ideals @I 8,421 {4.28%) 72.32% 6,090 (3,63%}
a.n ....... 4. /hotels @I 6,986 (3.55%) 83.87% 5,859 (3A9~·~.l
0
N .... 5. /mobile/attractions (:fl 6,641 (3.37%) 88.71% 5,891 (3.51%)
:> 6. /mobile/ ~.)il 5,179 0 (2.63%) 92.32% 4,781 (2.86':<1)
z 7. /mobile/restaurants c_]l 4,990 (2.54%) 86.43% 4,313 (2.57%)
8. /restaurants @1 4,947 (2.51°/o) 86.68% 4,288 (2.56'Yo)
9. /blog/50-miles-of-hiking-trails-in-c r::;1 arlsbad -4,618 {2.35°!h} 90.99% 4,202 (2.50f.iu)
10. /events c?D 4,397 (2.23%) 77.69% 3,416 (2,03r;'o)
Age 57.78% of total sessions
30%
1
1 55-64
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June 2, 2015-
October 31, 2015
November 1, 2015-
March 31, 2016
e) ' '
Top Performing Time:
6:00AM
Performance by Partner
23,215,176 7,296
21,057,349
42,289,753
3,371,760
89,934,038
3,591
41,042
25,582
77,511
118
376
4,132
11,701
16,590
3.29%
0.92%
16.15%
21.40%
*Estimated booking are based off of a 10% booking rate once users land on the affiliate hotel website
Ill
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11 Dynamic Display
11 FBX Display
Native
.. AdWords
Bing
12
38
413
1,170
2,683
*OTA bookings estimate is based on historical conversion rates for OTA clients that involved luxury and general hotel bookings.
Display
Impressions: 5,124,354
Clicks: 9,509
CTR: 0.19%
Impressions: 3,2401518
Clicks: 1,375
CTR: 0.04%
Face book
Ad 2: 1,602 clicks
Explore the 'village by the sea' for a quick getaway.
Your Hidden Getaway
Indulgeynunelfinfinedining,world-du~spas,andpremlergolfcoll1l!l:l:ltmyour
trip to Carlsbad, CA. Book now.
[_~!!~J
Ad 9: 285 clicks
The hidden 'seaside village• Is a drive away.
Your seaside getaway
'With coBStlll viem;, wcrld-clnss ~o:olf, and nwatd-winuing spw;, Carlsbad is the
pcrf~ct destination for a quick getaway. Book your trip now.
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Native
AdS: 15,848 clicks
25 seaside activities in Carlsbad
Sponsored by: VisitCarlsbad.com
Ad19: 4,983 clicks
9 Hidden Trails to Explore in Carlsbad
Sponsored by: VisitCarlsbad.com
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Paid Search Ads
2,029 clicks
La Costa Resort & Spa
Discount Packages & Hotel Rates.
B,ook Online & Save Today!
vlsitcar!.sbad .. com
1,576 clicks
Things To Do In Carlsbad
"Where To Go For Funlro Visit &
Check Hotel Rates & Availability
visitcarlsbad. com
1,407 clicks
Cheap Rentals in Cansbad
Plan Your Perfect Summer Vacation.
Check Deals & Packages Today.
visltcarlsbad. com/Hotels
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Social Media
• Facebook and Twitter content calendar strategy
optimizes month-over-month to cater to audience
interests and most-engaged with content as audience
size grows
• Organic Facebook growth rate is on par with the
industry benchmark of 2%
• Civilian has learned that sunset and outdoor activity
posts are the most successful on social media for the
Visit Carlsbad brand
• #TraveiSkills travel chat that was engaged with on
December 11th garnered 142 social engagements & 12
profile mentions in just one hour on Twitter, leading to a
1.9% engagement rate. Visit Carlsbad benchmark,
0.16% engagement rate.
Civil~an·
Newsletter Email Marketing
• Monthly newsletters have increased in performance
month-over-month with March being the top performing
newsletter (2.0% CTR; benchmark is 1 %).
• AlB tested deploying email newsletter on Thursday vs.
Saturday; Thursday has proven to be most effective.
• Civilian added buttons at the bottom of the newsletter
template for "Events" and "Deals" which have garnered
the most clicks for each consecutive month since
November.
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Ensure we are continually providing you with updates on work and efforts
11 Monthly Activity Review: Civilian to host standing monthly analytic
s calls to review monthly online activity/revenue generation
11 Identify "board approved" KPis (on a monthly or quarterly basis)
11 Quarterly activity review with BID board
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~~ SEM -Eliminate bidding on hotel keywords (based on performance
from 1st "Shoulder Season").
-Rationale -We want to avoid bidding against the hotel partners. People who are
actively searching for a specific hotel are likely to favorite that hotel or have a
rewards account and have no need to visit the Visit Carlsbad website.
~~ Native Ads -Refresh native ad images and copy for next campaign
cycle to keep campaign "new"
~~ Consider targeting "Shoulder Season" audience during high season
(empty nesters) to increase occupancy rates city-wide
~~ FY16/17-Review final campaign performance for planning FY16/17
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Media Strategies
o Reach the audience using media THEY use
• Leverage cross-platform opportunities
o 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
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Target couples with disposable income (childless or empty nesters).
Previous marketing efforts targeted a "family" demographic with children.
Adults 55+
Median HHI $1 OOk
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
• • • I I : I I•
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• SEM: The SEM build provided by Mindgruve included all hotel
names, which is also included in what we are running right now.
When we optimized the build for our needs, we refined the number
of keywords that were being used and eliminated a majority of the
"family vacation" type keywords since we are not targeting that
demographic for this campaign.
CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 05-16-130 Proposal from VisitCarlsbad CTBIDSTAFF
MTG. 5-06-16 (Carlsbad Convention and Visitors GENERAL
Bureau) COUNSEL
RECOMMENDED ACTION:
Receive report from VisitCarlsbad and direct staff accordingly.
ITEM EXPLANATION:
(:;~,
Since the inception of the Carlsbad Tourism Business Improvement District (CTBID), the CTBID
Board has contracted with Carlsbad Convention and Visitors Bureau 501 C-6 corporation (dba
VisitCarlsbad) to provide tourism marketing services for Carlsbad. The scope of those services
have included operation of the visitor center, web site development and administration, print and
internet advertising, public relations and various other tourism marketing activities identified in the
contract for that fiscal year. The VisitCarlsbad Board develops the scope of work and presents it
to the CTBID Board for approval along with the proposed budget for the work which is then
included in the CTBID annual budget.
The VisitCarlsbad Board has developed the 2016-17 proposed budget and program of work
presented at Exhibit 1. The CTBID Board should receive the report and discuss the proposal.
Following the discussion, if the Board would like to contract with VisitCarlsbad to provide these
services for 2016-17, the CTBI D Board should direct staff to bring back the contract for adoption
at the next Board meeting.
FISCAL IMPACT:
For the fiscal year 2016-17, projected revenues for the CTBID are estimated at $1,160,000. The
total payment for these proposed services for the twelve-month period is $1,164,436. The CTBID
has a fund balance of $537,432.
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. Proposed budget and program of work for tourism promotion services from VisitCarlsbad for
the period July 1, 2016 through June 30,2017.
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-277-5203, cheryl.gerhardt@carlsbadca.us
E~HI.~IT 1_
FY16 Budget Actual To
INCOME
Public Sources
CTBID Revenues 780,731
Private Source Income
Total Public Sources 780,731
Carry Over from 2013
TOTAL INCOME
EXPENSE
Labor
Salaries
Officers 94,292
Direct Labor 125,988
Payroll Taxes 17,500
Works Camp 4,200
Benefits 27,195
Total Labor 269,175
Promotional Programs
Advertising & Production 5,000
Research 11,000
Outside Svcs-Digital Mktg 403,277
Outside Svcs-Group Direct
Outside Svcs-Public Relations 69,996
Total Outside Services 473,273
Public Relations Events 3,500
Travel & Entertainment 4,000
Dues & Subscription 5,000
Collateral Prod. & Fulfillment 3,500
Total Promotional Programs 505,273
General Administration
Bank Charges 1,000
Equipt. Rental & Maint. 3,000
Facility Repair & Maint. 150
General Liability Ins. 1,200
Office Supplies 2,000
Postage 974
Taxes 150
Telephone 7,500
Professional Services 5,600
Volunteer Program 1,000
Miscellaneous 3,500
Utilities 2,500
Computer Expense 2,000
Total G&A
TOTAL EXPENSE
OVER/( UNDER)
as of 4/15/2016
FY17 --PROGRAM OF WORK for LEISURE-PROPOSED
VISIT CARLSBAD
Prioritize and develop market intelligence on the leisure travel segment
Conduct a visitor profile during the course of FY2016 v v
STR subscription to include key competitive markets v v
Manage Interactive agency Program of Work v v v v
Including pay-per-click advertising, display advertising, email
Lead Generation for Meetings Market and Events v v v v
Groups leads/bookings services
Marketing/MINT Database
Manage Public Relations Program of Work v v v v
Including hosting travel writers, lead generation, fielding broadcast
Manage visitor publications and fulfillment v v v v
Visitor center maps
Earn unpaid media exposure through public relations
Pitch story ideas, media tours, host travel writers v v v v
Coordinate media FAMs with PR agency
Develop partnerships and coop advertising opportunities v v v v
Quarterly email campaigns, meetings market
Travel & Entertainment v v v v
Partnerships & subscriptions with regional/national tourism orgs. v v v v
Regional DMO memberships
TOTAL PROMOTIONAL PROGRAM OF WORK
6,000 STR Report
450,000 Civilian Agency
207,220 Group Meetings Direct
4,000
2,000
112,455
6,000
4,000
2.000
793,675
DRAFT
April15, 2016