HomeMy WebLinkAbout032222 Packet AdditionsChamber Port Townsend DMO
Q4 Marketing Report
2021 Marketing Plan Review
Goal: To continue, within LTAC approved budget to market Port Townsend as a year-round
destination for a broad-based demographic population and increase number of overnight stays
in the city.
Strategy: Building on the annual campaign goal of promoting tourism in Port Townsend through
strategic multi-channel placements of social media posts, monthly newsletters, partnership
with Olympic Peninsula Tourism Council, and capitalize on Chamber Community Development
Fund benefitting local businesses. We will continue to keep Port Townsend top of mind through
social media and SEO including paid social to support our multi-channel campaigns.
Tactics: Continue to utilize an expanded National Park Trips program to reach a wider, outdoor
seeking audience; continuing to expand an ongoing contact database of confirmed interested
visitors for new and ongoing drip campaigns; For inside 50-mile (I-5 corridor) audience, market
Port Townsend via social media marketing and document progress with search engine; for
outside 50 mile audience target, regional, national and international tourist demographics with
targeted digital posts and search engine optimization.
Any possible grant opportunities will be presented to City of Port Townsend for funding partial
or matching funds from the 2022 pivot marketing funds. Present any pass-through grant
opportunities to LTAC committee for pivot funds allocation and support.
Q2 Port of Seattle spotlight billboard grant has already been approved for 2022 and we will
apply, when applicable, for Q4.
During Q4 2021, The Chamber of Jefferson County DMO activity included:
Creative and installation of two Port of Seattle Spotlight grants Q2 and Q4, the last of which is
currently installed in SeaTac airport. Completed Tourism Marketing Grant from Port of Seattle
which utilized video and imagery to highlight sites of indigenous historical significance in Port
Townsend. Also hosted a “Port Townsend Getaway Weekend” Contest which significantly
increased traffic to Port Townsend web and social media.
Fantasy Weekend' Ad Campaign
Ad Clicks 3125
Reach 167,456
Audience
Women 64%
Men 35%
Age 35-44 4%
Age 45-54 11%
Age 55-64 24%
Age 65+60%
National Park Trips
National Park Trips: Utilizing four quarter National Park Trips program which uses custom
Content Website Listing written on Staff Writer Interview, Integration into One Online Road
Trip, Olympic Trip Planner Full Page Advertisement, Targeted Email Leads, Banner Ad Campaign
– 60,000 Impressions (5,000 per month), National Park Newsletter 3x Features, National Park
Newsletter 1x Banner Ad , National Park Facebook 8x Boosted/ Targeted Post.
National Park Trips targets an outdoor/activity demographic. By marketing Port Townsend as
the starting point to a 2021 Olympic National Park experience, we are reaching a higher
number of outdoor demographic visitors, and are tracking return on investment with below
information and attached data addendum A.
Websites:
Nationalparktripsmedia.com
Hub.myolympicpark.com
Featured Port Townsend Content:
MyOlympicPark.com- Port Townsend Visitor Information Center & Jefferson County Chamber of
Commerce online content
National Park Leads Generated by Quarter
2020 2021
Q1: 253 Q1: 516
Q2: 53 Q2: 293
Q3:153 Q3: 269
Q4: 209 Q4: 173
*data as of 12.31
Increased social media and drip campaign has more than doubled since 2021. As we continue to
grow this database, this has also increased traffic to EnjoyPT and we anticipated this trend to
continue.
*Addendum A: National Park Trips
Inside/Outside 50 Mile Marketing: Promoted staycation options, shopping local and safe travel
when guidelines permitted via Visitor Center, EnjoyPT, Facebook and Instagram pages.
Featured staycation and shop local ideas through social and highlighted upcoming virtual
events in month end newsletter. Encouraged planning of future dream vacations and use of
EnjoyPT.com for trip planning.
For Q4 as with previous months have continuously updated EnjoyPT with Covid-related
guidance and links for travel. We have continued to remind visitors to check EnjoyPT and
government links provided for updates before they visit. Overall, 2021 is higher than 2020 in
page views vs sight visits, which means visitors are spending more time looking at material and
clicking through more content.
Q4 Enjoy PT Web Stats
2020 2021 2020 2021
Visits Visits Pg Views Pg Views
Jan 6,018 3,955 13,277 8,180
Feb 5,498 4,210 12,735 7,780
March 3,241 6,099 6,500 12,748
April 2,349 5,995 4,432 12,357
May 3,949 8,016 7,593 17,002
June 6,242 8,982 12,890 17,478
July 7,581 10,785 16,618 22,485
Aug 8,072 8,037 17,751 16,893
Sept 6,790 6,540 13,907 13,375
Oct 5,385 5,313 11,022 10,320
Nov 3,625 4,114 6,937 7,736
Dec 3,259 4,259 6,243 6,978
Utilized this data to target our social ads and to determine which states to survey and market to
for grant contest, including Port Townsend Getaway contest for trip to Port Townsend.
Q4 Enjoy PT Visitor by State
Q4 Enjoy PT Visitor Washington
Enjoy PT Age Demographic
Data from Google Analytics
Region Users New Users Sessions Bounce Rate Pages / Session Avg. Session Duration
Washington 1760 1698 2067 60.52%2.02 102.22
California 335 322 375 65.60%1.79 109.39
Oregon 208 202 231 61.04%2.01 100.28
Texas 79 76 85 70.59%1.69 89.86
Colorado 58 55 79 67.09%1.63 93.30
District of Columbia 54 49 58 70.69%1.71 81.00
Illinois 43 40 45 60.00%2.11 83.29
Arizona 41 38 46 67.39%1.78 43.26
New York 40 38 42 71.43%1.55 89.64
Florida 37 36 76 42.11%1.83 58.62
City Users New Users Sessions Bounce Rate Pages / Session Avg. Session Duration
Seattle 610 576 692 59.83%2.02 89.21
Port Townsend 170 151 215 63.72%1.99 77.63
(not set)68 61 70 72.86%1.47 51.17
Tacoma 55 54 63 52.38%2.25 107.02
Bremerton 49 46 53 43.40%2.68 173.04
Bellevue 40 39 43 55.81%1.65 66.53
Sequim 34 33 37 59.46%2.08 144.19
Everett 32 31 36 55.56%2.75 126.11
Olympia 31 30 32 59.38%1.88 42.53
Gig Harbor 29 28 33 66.67%2.55 180.12
Age Users New Users Sessions Bounce Rate Pages / Session Avg. Session Duration
55-64 195 186 217 58.53%2.00 73.69
25-34 191 186 232 62.07%1.99 105.70
35-44 189 186 212 60.85%1.90 97.41
45-54 184 179 205 58.05%2.17 115.50
65+170 162 213 58.69%1.97 87.68
18-24 141 135 155 63.23%1.99 142.40
Chatbot: Utilized further support from Port of Seattle Grant to implement chatbot function on
Enjoypt.com.
Data mirrors drops across Peninsula due to Covid resurgence.
Chatbot Conversations:
October 136
November 124
December 141
Social Stats Q4
Facebook
Page: facebook.com/enjoypt
Enjoy PT Representative Facebook Posts
2021
Page Views
New Page Likes
Post Reach
Post Engagement
Video Views
Oct Nov Dec
60 72 82
16 26 28
2778 7275 4569
924 1903 1286
1337 4265 158
EnjoyPT Representative Instagram Posts
Total Page Followers: 2,327
Accounts Reached Q4: 2,181
Impressions: 17,211
Post Interactions: 1,546
Page: instagram.com/enjoyporttownsend/
EnjoyPT Newsletters Q4
With the changing circumstances related to tourism in the county due to the vaccine and shifting
guidelines, an emphasis was placed on visiting in the short term as well as planning for the future.
October Newsletter November Newsletter
December Newsletter
Earned Media Publications
OlympicPeninsula.org
Publications
From Selling Travel:
“Selling Travel pledges to support and represent everyone who works in this amazing but under-siege
industry throughout the COVOD-19 crisis. Our focus is on supporting our travel industry partners and
keeping destinations and products on agents' radar by highlighting as many of your key messages as we
can, as often as we can.”
Port Townsend DMO / VIC Annual Report 2021
Goal: Continue on an LTAC approved budget to market Port Townsend as a year-round
destination for a broader-based demographic population and aim to increase amount of
overnight stays in the city.
Action: Built on the annual campaign goal of promoting tourism in Port Townsend through
strategic social media posts, monthly newsletters, continuing partnership with Olympic
Peninsula Tourism Council, continued partnership with National Park Trips and Port of Seattle
Grants programs to increase marketing of Port Townsend.
Results: Kept Port Townsend top of mind through social media and SEO. Increased social reach
through paid advertising featuring “Create Your Own Port Townsend Getaway” contest as part
of a competitive Port of Seattle Tourism Marketing Grant, one of three awarded the Chamber
for the city in 2021. Increased the tourism marketing data base including the monthly tourism
EnjoyPT newsletter through campaign incorporating email leads from National Park Trips.
Social
Goal: Keep Port Townsend top of mind as an ideal getaway for weekend, or future trips.
Action: Utilized social media posts to keep visitors aware of local attractions, accommodations,
restaurants, activities, and upcoming events. Shared community partner posts to highlight
different aspects of the city and ongoing pandemic requirements from state and local
governments .
Results: Maintained regular schedule of Facebook and Instagram posts featuring Port
Townsend as the ideal location for a getaway. Saw a substantial increase in overall reach and
engagement through targeted ads for the “Create Your Fantasy Weekend Getaway in Port
Townsend” contest. Saw vast increase in video views of Port Townsend through updated videos
obtained through video improvement project as part of the Port of Seattle Tourism Marketing
Grant.
EnjoyPT Social Stats
2020 Page
Reach 2021 Page Reach Y-Y
Facebook:
17,720
Facebook:
199, 114 1.k%+
Instagram:
2,322
Instagram:
17, 239 642%
Facebook Statistics Break Down
EnjoyPT Facebook Representative Posts
2020 2021
Page Views 3,337 1,665
New Page Likes 540 314
Post Reach 74,558 228,566
Post Engagement 10,263 15,789
Video Views 909 6,579
EnjoyPT Instagram Stats:
Total Page Followers 2020: 1,750
Total Page Followers 2021: 2,342
IG Reach
EnjoyPT Instagram Representative Posts
2020 2021
Q1 1,090 1,632
Q2 855 14,718
Q3 6 3,543
Q4 502 2,700
Winter Campaign
Goal: Encourage tourism during the winter months and keep Port Townsend top of mind for
outdoor activity for year-round vacations.
Action: Coordinated social media efforts to highlight Port Townsend as a year-round
destination where outdoor activities can be enjoyed such as hiking and cycling. Featured Port
Townsend as year round experiential destination in monthly newsletter.
Results: Saw persistent interest across social media channels, page views increased by 22% on
Facebook and Instagram Reach increased by 5.7 %.
EnjoyPT Newsletters
Goal: Keep Port Townsend top of mind for subscriber list of individuals that had already
expressed interest in Port Townsend.
Action: Sent monthly E-News blast to subscribers of EnjoyPT email list as well as National Park
Trip’s list of individuals that expressed interest in Port Townsend. Highlighted staycation
options and encouraged future trip planning.
Results: Increased amount of individuals reached through news blast by utilizing EnjoyPT
subscriber list and drip campaign of follow up emails to National Park Trips database of nearly
1,500 people for 2021 with a total of almost 3,000 currently in database.
OlympicPeninsula.org Representative Partnership Posts and Publication
Selling Travel
digital and print publication for tourism providers
“Selling Travel pledges to support and represent everyone who works in this amazing but
under-siege industry throughout the COVOD-19 crisis. Our focus is on supporting our travel
industry partners and keeping destinations and products on agents' radar by highlighting as
many of your key messages as we can, as often as we can.”
Inside/Outside 50 Mile Marketing:
Goal: Keep Port Townsend top of mind for individuals living on the I-5 corridor. Drive visitors to
City of Port Townsend
Action: Utilized EnjoyPT.com to feature visitor updates and activities and use as trip
planner/itinerary creator, market Port Townsend as a weekend getaway location for local
visitors as well as ideal future vacation, utilized I-5 corridor publications to drive visitor traffic
from nearby metro areas. Continuously updated EnjoyPT with Covid-related guidance and links
for travel. Continued to remind visitors to check EnjoyPT and government links provided for
updates before they visit. Marketed to locals for staycation during pandemic challenges.
Results: Overall, 2021 is higher than 2020 in page views vs site visits, which means visitors are
spending more time looking at material and clicking through more content.
EnjoyPT Stats
2020 2021 2020 2021
Visits Visits Pg Views Pg Views
Jan 6,018 3,955 13,277 8,180
Feb 5,498 4,210 12,735 7,780
March 3,241 6,099 6,500 12,748
April 2,349 5,995 4,432 12,357
May 3,949 8,016 7,593 17,002
June 6,242 8,982 12,890 17,478
July 7,581 10,785 16,618 22,485
Aug 8,072 8,037 17,751 16,893
Sept 6,790 6,540 13,907 13,375
Oct 5,385 5,313 11,022 10,320
Nov 3,625 4,114 6,937 7,736
Dec 3,259 4,259 6,243 6,978
Website visitors by state
Website visitors by Age
Chatbot
Goal: Answer questions in a timely manner and keep visitors interest peaked utilizing a
conciliated staff and volunteer system.
Action: Implementation of Chatbot on EnjoyPT.com to answer typical visitor questions and re-
direct to pertinent information on EnjoyPT.com or more complexity to staff.
Results: High chat volume in summer months with decline in fall and winter representative of
typical seasonal trajectory as well as overarching Covid travel complications.
Region Users New Users Sessions Bounce Rate Pages / Session Avg. Session Duration
Washington 1760 1698 2067 60.52%2.02 102.22
California 335 322 375 65.60%1.79 109.39
Oregon 208 202 231 61.04%2.01 100.28
Texas 79 76 85 70.59%1.69 89.86
Colorado 58 55 79 67.09%1.63 93.30
District of Columbia 54 49 58 70.69%1.71 81.00
Illinois 43 40 45 60.00%2.11 83.29
Arizona 41 38 46 67.39%1.78 43.26
New York 40 38 42 71.43%1.55 89.64
Florida 37 36 76 42.11%1.83 58.62
Age Users New Users Sessions Bounce Rate Pages / Session Avg. Session Duration
55-64 195 186 217 58.53%2.00 73.69
25-34 191 186 232 62.07%1.99 105.70
35-44 189 186 212 60.85%1.90 97.41
45-54 184 179 205 58.05%2.17 115.50
65+170 162 213 58.69%1.97 87.68
18-24 141 135 155 63.23%1.99 142.40
Chat Conversations
2021
June 476
July 313
August 255
September 103
October 136
November 124
December 141
Featured Publications
Seattle Times
Seattle Times markets to a key demographic of travelers in the Seattle Metro area and targets
the key inside 50-mile demographic.
Eater Seattle
Eater Seattle markets to the foodie demographic in the Seattle Metro area and targets cuisine
travelers’ in the inside 50 mile demographic.
Waterside
NW Travel
NW Travel is an ideal publication that markets to the inside and outside 50 mile demographic of
travelers in the Northwest.
Representative National Park Program Digital Content
Port Of Seattle Tourism Marketing Grant
Completed Tourism Marketing Grant from Port of Seattle which utilized video and imagery to
highlight sites of indigenous historical significance in Port Townsend. Also hosted a “Port
Townsend Getaway Weekend” Contest which increased traffic to Port Townsend through social
media. Built an Indigenous History page on EnjoyPT with multiple links as well as trail
information. https://enjoypt.com/trail/
Utilizing Port of Seattle Grant, created itinerary contest focusing on states with high travel
potential to Port Townsend.
Fantasy Weekend' Ad Campaign
Ad Clicks 3125
Reach 167,456
Audience
Women 64%
Men 35%
Age 35-44 4%
Age 45-54 11%
Age 55-64 24%
Age 65+60%
New page on EnjoyPT resulting from Port of Seattle Grant project was created to encourage
visitors to earn more about our indigenous history through trail experiences and visiting the
museum.
Port of Seattle Spotlight Grant Program
Were awarded two Spotlight Seattle Grants, Q2 and Q4, as well as awarded Q2 for 2022.
Backlit billboards in Terminal D, the Delta/Alaska Airlines Terminal marketing Port Townsend
with potential to be seen by over 250,000 people per month per billboard. This is a structured
estimate given the number of flights out of the terminal and average number of daily
passengers in each.
Visitor Engagement 2021 Stats
LTAC 2021 Report
2020 City 2021 City 2021 City 2021 City 2021
Lodging Tax Revenue Y-T-D Q4 Y-T-D
Total Revenue.............................FINAL
Projected
Actuals Adjusted Actual Actual Actual
Consolidation Consolidation Consolidation Consolidation
VIC Costs
VIC Occupancy $21,750 $11,088 $10,341 $1,999 $12,340
VIC Operational Expenses $9,647 $7,612 $5,736 $2,373 $8,109
VIC Volunteer Expenses $1,500 $1,500 $400 $0 $400
VIC Consolidation one-time $5,200 $0 $8,748 $0 $8,748
Sub-total $38,097 $20,200 $25,225 $4,372 $29,596
Human Resources
VIC Staff $25,000 $16,000 $14,396 $5,834 $19,760
Payroll Taxes/Insur.$20,000 $24,300 $17,045 $9,333 $2,901
Administrative Oversight/projects $15,000 $0 $0 $0 $0
DMO Com. Project Specialist $6,100 $0 $0 $0 $2,150
Staff coverage for VIC - Covid $0 $0 $0 $0 $0
Sub-total $66,100 $40,300 $31,441 $15,167 $24,811
Advertising/Marketing Ann. Bud
PT brochures $0 $0 $0 $0 $0
Advertising (media ad buys, budgeted $39K)
Co-Op OPTC
WA Visitors Guide $2,500 $0 $0 $0 $0
Coho Magazine, Annual Co-op $7,500 $0 $0 $0 $0
Stand-Alone PT Advert.
Seattle Gay News $0 $0 $0 $0 $0
Local Media $1,000 $0 $0 $0 $0
PT Leader Getaway Guides $3,343 $0 $0 $0 $0
Seattle Met $2,204 $0 $0 $0 $0
Statehood 1889 $2,600 $0 $0 $0 $0
SIP $0 $0 $0 $0 $0
NW Adventures Magazine $0 $0 $0 $0 $0
Fall Campaign $0 $0 $0 $0 $0
Winter Campaign* ($10,000)$0 $0 $0 $1,700 $1,700
SeaTac Spotlight - Two campaigns $4,000 $0 $0 $0 $0
Sub-total $23,147 $0 $0 $1,700 $1,700
Collateral and fulfillment
• Printing pad maps, lodging inserts $0 $0 $0 $0 $0
Sub-total $0 $0 $0 $0 $0
Technology Updates
Web updates/social media $8,000 $6,000 $3,918 $295 $4,213
Digital marketing & maximize SEO $10,000 $8,000 $5,873 $503 $6,376
Video Content $2,500 $0 $402 $565 $3,467
Consolidation integration $2,200 $500 $502 $0 $502
Sub-total $22,700 $14,500 $10,695 $1,363 $14,558
Partnerships
Visit Seattle membership $0 $0 $0 $0 $0
WTA membership $1,000 $1,000 $1,000 $0 $1,000
Olympic Culinary Loop $1,275 $0 $0 $0 $0
Sub-total $2,275 $1,000 $1,000 $0 $1,000
Contracts
Olympic Peninsula Tourism Commission $21,000 $16,000 $8,867 $10,309 $19,176
National Parks Program $3,700 $3,000 $2,795 $0 $4,273
Sub-total $24,700 $19,000 $11,662 $10,309 $23,449
General Marketing & Promotion Total $72,822 $34,500 $23,357 $13,372 $40,707
TOTAL EXPENSES:$177,019 $95,000 $80,023 $32,910 $95,114
Pivot Funds Budget
POS, Spotlight Q2 $2,215 $3,790 $3,790
POS, Spotlight Q4 - TBD $180 $3,790 $3,790
POS, Tourism/Marketing Grant $6,576 $955 $4,000
NW Magazine $1,700
Sub-total $8,971 $8,535 $13,280
Pivot Marketing Funds/Granted:
Y-T-D, $11,000 $106,000
Winter Campaign:
* $1,700 Pivot Funds for Winter Campaign $1,700
Creative/Social & Oversight (staffing/all projects):$33,167
2022 City of Port Townsend Marketing Plan
Goal: To market Port Townsend as a year-round outdoor destination for a broad-based demographic
with an emphasis on of family visitors, ecotourism and experiential tourism and an increased number of
overnight stays in the city.
Strategy: Promote eco, experiential and family tourism in Port Townsend through strategic social media
posts, monthly newsletters, partnership with Olympic Peninsula Tourism Council, paid print and digital
advertising and radio ads. We will continue to keep Port Townsend top of mind through social media
and SEO including paid social.
Tactics: An expansion of the National Park Trips program to reach a wider, outdoor seeking audience
with increased frequency or more strategic and larger digital adverts will produce a higher return on
investment for a minimally increased investment; For inside 50 mile audience, market Port Townsend
via social media marketing and document progress with search engine ; market via radio ads through I-5
corridor to correspond with quarterly digital ad campaigns for ROI; for outside 50 mile audience target
international tourist demographics with targeted digital posts and search engine optimization.
Tourism trends for 2022 point towards an increase in sustainable and experiential tourism,
ecotourism, and family visitors. EnjoyPT marketing efforts will reflect those trends with targeted
themed campaigns.
Sustainable tourism is defined as “Tourism that takes full account of its current and future economic,
social and environmental impacts, addressing the needs of visitors, the industry, the environment and
host communities.” “Sustainability principles refer to the environmental, economic, and socio-cultural
aspects of tourism development, and a suitable balance must be established between these three
dimensions to guarantee its long-term sustainability”
Our Port Townsend mission for 2022 and beyond: Tourism can be transformative for cultural
heritage sites. As good stewards of our global cultural heritage, we want to do the most good,
the least harm, and have a memorable experience.
Our goal will be to provide our visitors with these three pillars of sustainable tourism (per the World
Tourism Organization)
1. employing environmentally friendly practices (helping to conserve natural heritage and
biodiversity)
2. Respecting the culture of the host communities (conserving their built and living cultural
heritage and traditional values)
3. Providing tangible social and economic benefits for local communities (supporting fair
wages for employees and contributing to poverty alleviation in host communities)
In 2021, we sunsetted the Marketing Advisory Committee and reformed a Tourism Sustainability task
Force who are aligned with this mission and consist of current LTAC members as well as other PT
Community tourism-centric resources and former Marketing advisory members. Recent interest was
made by the City’s Climate group to have a seat at this table which we heartily endorsed and have
several other businesses and new business request to be part of this group.
Through them, we launched or “Winter Campaign” this year to include a discounted hotel stay of 3
nights for the cost of 2 if you spend a half day or more working with the Jefferson Land Trust. There are
other discounts included in the bundle. Beginning in February with information to be provided by the
City of Port Townsend Climate group we will be marketing the Kingston shuttle along with our “bike-
Friendly” city. This was conceived as a pilot program, an experimental project to see if we could convert
interest to heads in beds that were trackable as well as to see if the concept would appeal to our
internal and external audiences. As this program has only recently launched and is still building via
social, we are not at a point of decisive trackable data. That said, we aim to continue this campaign
through the winter and beyond to build interest in our audiences and an interest database for additional
tracking data.
2022 Tourism trend sources:
Travel Pulse
https://www.travelpulse.com/news/features/new-report-predicts-2022s-biggest-travel-trends.html
Travel Binger
https://www.travelbinger.com/predictions-7-real-travel-trends-that-will-happen-in-2022/
PR Newswire
https://www.prnewswire.com/news-releases/book-early-stay-longer-and-let-kids-call-the-shots-
2022-vrbo-trend-report-reveals-coming-shifts-in-family-vacations-301426130.html
Forbes
https://www.forbes.com/sites/everettpotter/2021/12/05/where-adventure-travel-is-going-in-
2022/?sh=6db03cee3912
Any possible promotion opportunities that arise will be offered to Port Townsend Co-Op LTAC
partners, including, but not limited to: Fort Worden, \ Key City Public Theater, Rainshadow Properties,
Port Townsend Mainstreet Program, Farmer’s Markets, Northwest Maritime Center, Marine Science
Center, Puget Sound Express, Jefferson County Historical Society
*We reserve the right to make any strategic changes to this plan as opportunity dictates.
National Park Trips:
Will expand involvement with National Park Trips program for a greater return on investment for a
minimal amount.
Custom Content Website Listing based on Staff Writer Interview, Integration into One Online Road Trip,
Olympic Trip Planner Full Page Advertisement, Targeted Email Leads, Banner Ad Campaign – 60,000
Impressions (5,000 per month), National Park Newsletter 3x Features, National Park Newsletter 1x
Banner Ad , National Park Facebook 8x Boosted/ Targeted Post
Websites:
Nationalparktripsmedia.com
hub.myolympicpark.com
The National Park Trips program targets an outdoor/activity demographic. By continuing to market Port
Townsend as the starting point to a 2021 Olympic National Park experience, we anticipate a higher
number of outdoor demographic visitors, and will be able to track return on investment through
programmatic reports from National Park Trips.
National Park Trips reach
National Park Trips Audience: 7.1 Million
Total Facebook followers: 110,000+
International Audience: 830,000+
Olympic Audience: 300,000+
Annual Website Users: 250,000+
In conjunction with National Park Trips, EnjoyPT social pages will leverage at least one post per month
featuring Port Townsend as a starting point to the parks system starting in mid-January. We will
continue working with Windridge Solutions incorporating this into our enhanced SEO and social media
marketing. We will target specific posts to maximize coverage for Port Townsend.
Responded to over 1,200 leads in 2021, averaging about 100 per month. With new BookDirect booking
system with Olympic Peninsula Tourism Council, a drip campaign can be launched to enhance verifiable
data on return on investment
Q1-Q4
Will utilize digital advertising in PDX Parent (Portland) as a further source of marketing to reach the
entirety of the I-5 corridor in conjunction with our marketing in the greater Seattle area through other
publications.
1st Quarter (January-March)
Seattle Met Digital Package
Theme: Experiential Tourism
Basic 4-Week Package: $2,500
Rich Media Banner Ads: 10,000 minimum impressions on channel of choice on Seattlemet.com
Sponsored Content: 1 advertiser provided story at 20,000 minimum ad impressions on choice of content
channels
Social Media Campaign: 1 Seattle Met Branded paid FB ad promoting sponsored content
1 Seattle Met branded paid IG ad promoting sponsored content
Seattle Met reach:
Monthly readership: 341,240
Monthly E-newsletter sends: 1,213,169
Website visitors annually: 4.8 M
Facebook fans: 63,000+
Twitter Followers: 192,300+
Instagram Followers: 74,000+
Median Age Digital reader: 34
Average Household Income: $200, 496
Utilizing digital ad on Seattle Met allows for opportunity to reach a younger, affluent demographic that
broadens Port Townsend’s appeal to a key demographic of sustainable, ecotourism and experiential
visitors along with young affluent families.
PDX Parent
Theme: Family Vacations
Targeted Digital Promotions, partner package content.
Monthly Web users: 30,000
Social Followers: 22,000
Portland Region comprehensive family calendar
In conjunction with digital ad, EnjoyPT social pages will leverage at least one post per two weeks
featuring experiential and ecotourism activities starting in mid-January. Continue and expand our search
engine optimization and social media marketing activities around this campaign.
2nd Quarter (April-June)
1889 Digital Advertising
Theme: Ecotourism Tourism
1889mag.com Banner Ad: $200/10k impressions
Custom Newsletter: $750, newsletter featuring outdoor activities and ecotourism to be sent to 1889
subscribers.
1889mag.com Reach:
Avg Monthly Page Views: 60k
Subscribers: 6,500+
In conjunction with digital ad, EnjoyPT social pages will leverage at least one post per two weeks
featuring experiential and ecotourism activities starting in mid-April. Continue and expand our search
engine optimization and social media marketing activities around this campaign through Windridge
Solutions.
PDX Parent
Theme: Family Vacations
Targeted Digital Promotions, partner package content.
Monthly Web users: 30,000
Social Followers: 22,000
Portland Region comprehensive family calendar
Port of Seattle Grant
Have been approved for Q2 for a Port of Seattle Grant Spotlight billboard for SeaTac Airport.
3rd Quarter (July-September)
In conjunction with Port Townsend Main Street, will begin to promote 4th quarter travel in Q3.
Northwest Travel
Theme: Experiential Tourism
Magazine: 210,000 impressions
Website: 250,000
Newsletters: 20,000
Facebook: 14,000
PDX Parent
Theme: Family Vacations
Targeted Digital Promotions, partner package content.
Monthly Web users: 30,000
Social Followers: 22,000
Portland Region comprehensive family calendar
Will leverage digital ads to a family demographic in the Portland Metropolitan area.
Will utilized EnjoyPT social media posts to highlight family activities in Port Townsend beginning in July.
Will emphasize final exciting vacations and getaways before the school year returns.
4th Quarter (Oct-Dec)
Seattle Met Print and Digital Package for expanded Winter Campaign with PT Main Street as well as
Radio ads via Seattle Radio Market running through holiday season.
Half Page Print ad: $2,500
Basic 4-Week Digital Package: $2,500
Rich Media Banner Ads: 10,000 minimum impressions on channel of choice on Seattlemet.com
Sponsored Content: 1 advertiser provided story at 20,000 minimum ad impressions on choice of content
channels
Social Media Campaign: 1 Seattle Met Branded paid FB ad promoting sponsored content
1 Seattle Met branded paid IG ad promoting sponsored content
Seattle Met reach:
Monthly readership: 341,240
Monthly E-newsletter sends: 1,213,169
Website visitors annually: 4.8 M
Facebook fans: 63,000+
Twitter Followers: 192,300+
Instagram Followers: 74,000+
Median Age Digital reader: 34
Average Household Income: $200, 496
PDX Parent
Theme: Family Vacations
Targeted Digital Promotions, partner package content.
Monthly Web users: 30,000
Social Followers: 22,000
Utilizing digital ad on Seattle Met allows for opportunity to reach a younger, affluent demographic that
is likely to take multiple trips within the next year. It broadens Port Townsend’s appeal to a key
demographic of ecotourism and experiential visitors.
In conjunction with print and digital ad, EnjoyPT social pages will leverage at least one post per two
weeks featuring starting in October featuring Special Packages and Bundles for the Holidays. Will
position Port Townsend as a cultural experience. Continue and expand our search engine optimization
and social media marketing activities around this campaign through Windridge Solutions.
Distribute Monthly E-blasts highlighting upcoming events in Port Townsend
Will continue to distribute a monthly e-blast to our list subscribers detailing upcoming tourism
opportunities in Port Townsend as well as highlighting local businesses and establishments. Will
highlight experiential activities, and feature specials/bundles in the community.
Partnership with Olympic Tourism Council
OPTC has integrated the BookDirect booking system onto the OlympicPeninsula.org website. This
enhanced booking capability adds tracking ability for visitors to Port Townsend and its lodging
establishments.
Social Media
Will continue to utilize the Port Townsend Visitor Information Center Facebook page to enhance traffic
from the 1-5 corridor, inside 50-mile audience, through boosted posts by highlighting upcoming events
and featuring local businesses. As well as on a regular, albeit less frequent basis, market to the outside
50-mile market as well.
3.2.22
2022 CHAMBER VISITORS
INFORMATION CENTER & DMO
SCOPE OF WORK
Per the request of John Mauro, City Manager to Arlene Alen, Executive Director, Jefferson
County Chamber
FACILITY
Maintain space for VIC (Visitors Information Center) and OMO
(Destination Marketing Organization for Port Townsend) at 2409 Jefferson St,
within Ste, A, PT
Maintain building upkeep
Post Reader Board requests through internal system
Maintain internal public restroom in Chamber Ste A during business hours as Covid
phased openings allows
Cooperate with City and Community on events scheduling into the Jefferson
Street area through Police Department or Chamber as allowable with COVID
restrictions
Store and display visitor guides, brochures, trade show materials and tourism
promotions within Ste A at the Chamber and exterior kiosk center
Maintain onsite afterhours information brochure display & web information
Maintain grounds and parking lot through landlord
Provide free public Wi-Fi at building and car park (through provider and PUD
access)
Page 2
VISITORS INFORMATION CENTER SERVICES
Maintain and electronically distribute Port Townsend Community event calendar on
Chamber website
Facilitate event publication on the Chamber of Jefferson County Community Calendar
& EnjoyPT (tourism website)
VISITOR SERVICES
Greet and accommodate on-site visitors in compliance with all pandemic related codes
Maintain & Update Virtual VIC-serving multiple audiences through Enjoy PT
Chat Bot and staff including but not limited to:
Answer telephone inquiries
Answer email inquiries
Mail visitor guides as requested
Mail relocation packets as requested
Answer mail
Maintain telephone directories incl. Port Townsend,
Distribute brochures representing Jefferson County
Distribute brochures and information representing Canada (reciprocal marketing) as
COVID permits
Distribute Visitors Guides to and for other Washington State VIC’s (reciprocal marketing)
Distribute brochures representing State Parks in Jefferson County
Provide additional visitor information as available
Provide inquiry data for fulfillment
Page 3
Distribute Chamber Community Guides
Maintain memberships, pending funding, in Association of Visitor Information Centers of
Washington (AVICW) and Washington Council of Chamber Executives plus Western
Association of Chamber Executives (WACE)
Maintain wi-fi services and links to local events and accommodations including
www.jeffcountychamber.org, www.enjoypt.com and others as available
Maintain and produce VIC statistics as needed and archive
Maintain affiliation through Executive Director and participation with the Olympic
Peninsula Joint Marketing Committee. OPTC and TCC the Jefferson County
Tourism Coordinating Council,
Chamber will serve as the Destination Marketing Organization for the City of Port
Townsend
Chamber will maintain Tourism Sustainability Task Force comprised of Chamber and
Community members and tourism/accommodation vendors to coordinate and
advise on annual campaigns for 2022 and beyond and Pivot Marketing and
granting opportunities as they arise.
Implement and manage City marketing plan and budget and track results where
possible
Marketing for City of Port Townsend including but not limited to:
•Responding to incoming media requests
•Track articles and media coverage and report results
•Partner with OPVB (Olympic Peninsula Visitors Bureau), TCC (Tourism
Coordinating Council for Jefferson County) Visit Seattle, Port of Seattle with
International Media Tours as appropriate
Page 4
Develop and produce creative messages that are consistent and professionally
produced when funding is available
Develop and maintain broad-based digital and social marketing and advertising
including SEO (Search Engine Optimization)
•Regularly post integrated content for broad-based social media
•Produce and distribute monthly consumer-oriented email highlighting key visitor
events including articles consistent with current campaigns
Create in conjunction with Main Street holiday / winter promotions as funded by LTACas requested, leveraging advertising for out-of-area visitors
Provide tourism communications to local businesses via quarterly articles in the
Chamber newsletter and to accommodations via email as needed
Continue update(s) of EnjoyPT website, manage and supervise web team and
regularly update as necessary integrate, monitor and update Chat Bot service for
EnjoyPT
Aggregate or write stories, theme-based packages and itineraries as needed
Track site usage and report
Post social media updates including, but not limited to, Facebook, Twitter, Instagram,
and Pinterest.
Aggregate and maintain a Chamber-based portfolio of photography and videos of
Port Townsend / Jefferson County to utilize for marketing and advertising in all media.
FILM LIASON
Point-of-contact and assist project managers for films, television, commercials,
documentaries etc., site-selecting and/or film producing in Port Townsend
Work closely with City staff and Police Department to assure ease of permitting and
production and hand project off to police liaison once committed to permit early in
process.
Page 5
Attend virtually LTAC, TCC and OPTC meetings (Tourism Coordinating Council of
Jefferson County, Olympic Peninsula Tourism Commission
Participate virtually on committees, as available, including marketing, planning etc. for
OPTC and Tourism Summit.
Manage reports and budgets and prepare LTAC reports as needed
Work in partnership with Port Townsend Main Street, Fort Worden, Washington State
Ferries, Washington Tourism Alliance, Port of Seattle, Visit Seattle, and other entities
Digital Media
•Update EnjoyPT with Chamber, social media updates and administration,
production of monthly tourism eBlasts, editorial in support of SEO and all
applicable linkage.
•Facebook Promotion of content as budget allows
Visitor packages in Kiosk mail and digital
With local businesses and events create branded packages for the region.
Hold newcomer semi-annual Meet-ups live and/or virtual in compliance with any
pandemic requirements.
Page 6
REPORTING RESPONSIBILITIES
Monthly City marketing reports to Chamber Board of Directors
LTAC reports for quarterly meetings and annual budget preparations and reporting
with supplemental reports as requested.
Report on other funding resources and expenditures with results i.e. Grants etc.
Participate in State compliance audit if requested
LTAC, 2021 Report
2020 City 2021 City 2021 City 2022
Lodging Tax Revenue Y-T-D Budget
Total Revenue.............................FINAL
Projected
Actuals Adjusted Actual Projections
Consolidation Consolidation
VIC Costs
VIC Occupancy $21,750 $11,088 $12,340 $17,940
VIC Operational Expenses $9,647 $7,612 $8,109 $8,452
VIC Volunteer Expenses $1,500 $1,500 $400 $500
VIC Consolidation one-time $5,200 $0 $8,748 $0
Sub-total $38,097 $20,200 $29,597 $26,892
Human Resources
VIC Staff $25,000 $16,000 $19,760 $22,880
Payroll Taxes/Insur.$20,000 $24,300 $2,901 $3,075
Administrative Oversight/projects $15,000 $0 $0 $0
DMO Com. Project Specialist $6,100 $0 $2,150 $2,700
Staff coverage for VIC - Covid $0 $0 $0 $0
Sub-total $66,100 $40,300 $24,811 $28,655
Advertising/Marketing Ann. Bud
PT brochures $0 $0 $0 $0
Advertising (media ad buys, budgeted $39K)
Co-Op OPTC
WA Visitors Guide $2,500 $0 $0 $0
Coho Magazine, Annual Co-op $7,500 $0 $0 $0
Stand-Alone PT Advert.
Seattle Gay News $0 $0 $0 $0
Local Media $1,000 $0 $0 $1,000
PT Leader Getaway Guides $3,343 $0 $0 $0
Seattle Met $2,204 $0 $0 $5,000
Statehood 1889 $2,600 $0 $0 $5,000
SIP $0 $0 $0 $0
NW Adventures Magazine $0 $0 $0 $2,500
Fall Campaign $0 $0 $0 $0
Winter Campaign* ($10,000)$0 $0 $1,700 $0
SeaTac Spotlight - Two campaigns $4,000 $0 $0 $0
Sub-total $23,147 $0 $1,700 $13,500
Collateral and fulfillment
• Printing pad maps, lodging inserts $0 $0 $0 $0
Sub-total $0 $0 $0 $0
Technology Updates
Web updates/social media/hosting $8,000 $6,000 $4,213 $6,400
Digital marketing & maximize SEO $10,000 $8,000 $6,376 $7,566
Video Content $2,500 $0 $3,467 $1,700
Consolidation integration $2,200 $500 $502 $0
Sub-total $22,700 $14,500 $14,558 $15,666
Partnerships
Visit Seattle membership $0 $0 $0 $0
WTA membership $1,000 $1,000 $1,000 $1,200
Olympic Culinary Loop $1,275 $0 $0 $0
Sub-total $2,275 $1,000 $1,000 $1,200
Contracts
Olympic Peninsula Tourism Commission $21,000 $16,000 $19,176 $18,000
National Parks Program $3,700 $3,000 $4,273 $5,250
Sub-total $24,700 $19,000 $23,449 $23,250
General Marketing & Promotion Total $72,822 $34,500 $40,707 $53,616
TOTAL EXPENSES:$177,019 $95,000 $95,115 $109,163
Pivot Funds Budget 20,000
POS, Spotlight Q2 $3,790 $4,200
POS, Spotlight Q4 - TBD $3,790 $4,200
POS, Tourism/Marketing Grant Sustainability TBD $4,280 $5,000
NW Magazine $1,700 $2,500
Sub-total $13,560 $15,900
Pivot Marketing Funds/Granted:
Winter Campaign:
* $1,700 Pivot Funds for Winter Campaign $10,000
Creative/Social & Oversight (staffing/all projects):$33,167