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HomeMy WebLinkAboutQuarterly Agency Report July–Sept 2018 PPTCity of SLO–TBID QUARTERLY REPORT Q1 July–September 2018 Happening Now • Finalizing 2 Campaign Commercials • Inspiration Guide and Mini-Brochure Updates • SLO CAL Co-Ops Review • Guys Weekend and Girls Getaway Content Videos • SLOTBID Infographic • Finalizing paid media submissions • Annual report + sizzle reel JULY–SEPTEMBER 2018 • Banner Ads -Impressions: 31,859 -Clicks: 44 -CTR: 0.14% TripAdvisor Average: 0.1% Sponsorship Page -Page Views: 68,970 -Average Time on Page: 2.45 minutes -#1 Article: All Aboard! Take Amtrak on Your Trip to SLO TripAdvisor SEM Campaign JULY–SEPTEMBER 2018 • Impressions: 93,483 • Clicks: 3010 • CTR: 3.22% Industry Average: 1.0–1.25% Facebook SEPTEMBER 2018 • Impressions: 13,831 • Reach: 8924 • Frequency: 1.55 • Clicks: 117 • CTR: .85% Instagram SEPTEMBER 2018 • Impressions: 23,674 • Reach: 19,832 • Frequency: 1.19 • Clicks: 77 • CTR: 0.33% Pinterest SEPTEMBER 2018 • Impressions: 91,428 • Engagements: 6850 • Engagement rate: 7.49% • Clicks: 331 • CTR: 0.35% • Saves: 7 Paid Social Metrics Matrix Results YOY Facebook Sept 2018 (10 days) Impressions Reach Frequency Clicks CTR 13,831 8,924 2 117 0.85% 585,817 79,697 N/A N/A 4.80% Instagram Sept 2018 (10 days) Impressions Reach Frequency Clicks CTR 23,674 19,832 1 77 0.33%% N/A N/A N/A N/A N/A Pinterest Impressions Engagements Engagement Rate Clicks CTR Saves 91,428 6850 0 331 0.35% 7 N/A N/A N/A N/A N/A N/A YouTube Views N/A N/A Metrics Overview Metrics Totals % Change from Q1 2017 Sessions 54,187 24% Pageviews 111.577 11% Users 44,969 13% Pages Pageviews Hotels 9,332 Homestays 1,045 Events Clicks Book Now 839 Visit Website 694 Website 1,871 Top 3 Referrals Pinterest slocity.org facebook.com Email Marketing Overview • 382 new leads from email sign-up form 2018 WELCOME SERIES - 1 • 1552 delivered • 54.6% open rate • 150 clicks 2018 WELCOME SERIES -2 • 407 delivered • 53.6% open rate • 107 clicks HOTEL ABANDONMENT EMAIL (ONGOING) • 209 delivered • 55% open rate • 11 clicks SEPTEMBER SLO HAPPENINGS EMAIL • 8,768 delivered • 39.9% open rate • 472 clicks JULY NEWSLETTER • 9,439 delivered • 38.7% open rate • 359 clicks SEPTEMBER NEWSLETTER • 9,399 delivered • 38.6% open rate • 444 clicks SanLuisObispoVacations.com Highlights SLO VACATIONS • Events Management • SLO Happenings Event Calendar Design & Implementation • SLO Happenings Calendar Optimization UPDATED PAGES • Fitness Page • Restaurant Page • Shopping Page • Wine Month Page • Wine Tasting Page • Wine Tasting Getaway Page • Mission Page • Nightlife Page • Performing Arts Page • Galleries & Events Page • Media Page SEO Highlights • Site Enhancements -Alt Image Tags Added -Broken Links Fixed -Position Tracking • Launch of “This Week’s SLO Happenings” +“Ticket Tuesday Giveaways” • Cross-promotion on Cal Poly Social Channels • Launched new Pinterest Profile • Epic Views Video Promotion • “Showcase of Cities” Promotion • Instagram Influencer Activation: @the.rooted.yogi Community Blog Posts • Meet Ariel Shannon: “Showcase of Cities” Artist • Beat the Heat in SLO with a Sweet Treat • How to do SLO: Wellness Vacation • How to do SLO: Shopping • SLO Welcomes: Takuto • Top 5 Things to do in SLO with Your New Mustang • Top Things to Do This Fall • Destination Wedding: Starring Keanu Reeves & Winona Ryder ShareSLO Updates Social Metrics % Change from Q1 2017 Facebook New Fans Total Fans Total Reach Average Reach per Post Average Daily Page Engaged Users Total Engagements 36 102,673 720,915 4,417 168 4,276 25% 2% 37% 27% 71% 72% Twitter New Followers Total Followers Total Engagements #ShareSLO 68 4,118 1,440 826 50% 6% 26% 23% Instagram New Followers Total Followers Total Reach Average Reach per Post Total Engagements #ShareSLO 727 13,886 410,052 3,595 41,827 8,753 25% 21% 6% 29% 20% 6% YouTube SLO Promo Video 43,494 19% • Cal Poly Athletics -Alumni Weekend Facebook Promotion Development -Final 18-19 Season Deliverables • MindBody Bold Conference -Getaway Giveaway • Cal Poly Parent Program -Updated 2019 Rack Card Save The Date -Gathering on the Green Getaway Giveaway • SLO Wine -Roll out the Barrels promotion/VR Insert -E-blast content Partnerships • LA Magazine “The Food Event” October 21 • Campaign Launch October 15 • Mustang Family Weekend October 19-21 • Festival Mozaic WinterMezzo October 26-28 Looking Ahead