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Home My WebLink AboutJuly 12 LTAC Meeting Chamber Second Quarter Report annual (1000 implemation pivot request Expense/ approx $1000 $4000 $750. increase)annual request approx $2000 pivot Owner AA AAAAAA AA 2 day conference, registration, frame available for We were awarded a new grant for Q2 lead aggregation with few opt- outs (less than 1% opt out) of with longer time Update will provide seamless inquiry, if desired, and increase 1 night in conference hotel efficiency of system along access to human post initial Continues to be effective in project success increase functonality and with increased customer 2022 through POS for PT DMO Notes satisfaction POS requested a reapplication Chamber of Jefferson County campaigns in Fall seeking to update program annual request to attend Scheduled for installation software and continuous functionality Pilot in Process October 2022 Not Funded- expand renewal Completed Status Submitted, Awarded, LTAC approved, creative completed, installation adding this data into our monthly Tourism eblast also up for 2.5 months. This is a structured estimate given the number of the potential to be seen by over 250,000 people per month and was designed to enhance tourism through SeaTac as well as in PT to include Lighthouse, Marine Science Center and , This backlit billboard in the Alaska Airlines Terminal has implementation. These receive an initial eblast and Alaska flights out of this terminal daily and the average number of capable or do not desire to utilize Enjoy PT and itinerary functions Have digitized specialty packets for ADA, pet friendly, hospitality, relocation and restaurant sectors for distro to those who are not then migrate into a drip campaign to follow-up by Campaign focussed on sustainability, carbon reduction, parking first live conference since 2019 in Seattle We have aggregated over 3000 leads since Progress availability improvement and voluntourism. Progress " hosted on EnjoyPT as "news Plan Measuring and for onsite drop-ins. Northwest Maritime in a three point guided tour, ongoing for a pilot program with Centrum vans . Q2 2022 passengers in each. completed : Period 100 conversation chains monthly. Utilizing designated/trained 1/2 staffer The Bot is functioning well and receiving an average of 150-200 queries / chamber staff. This model has proven sufficient to provide great service to Chamber from their website. These leads are people who specifically requested both Olympic Peninsula and -designed to drive target leads Community Concierge Programs provides support for specific in depth POS Q4 Campaign, Airport Triptych Project will be installed October able to handle tourist interactions with assistance from balance of during slower times without additional staff supplementation. sector needs, sailing, kayaking, food etc.in on-call capacity. Project Completed WA State Tourism Conference Upcoming Bike Across the Bay & PT Passport Program Objective POS Q2 Campaign, Airport Triptych POS Tourism Marketing Grant National Parks Program PT information. PT VIC/DMO Dashboard 2022 Date: 7.5.22 VIC OccupancyDMO Marketing ng $1,500.00 AAAAAA Kingston Express project onging through Racks in City of PT to be awarded to 5 Grant for program to raise funds for Bike Supporting Jefferson Transit with applicants in August February 2023 Report in packetReport in packetReport in packet In Process In ProcessIn Process destination. Info on website and social marketing project. Thing doing with Seattle Times and earned media on articles for weekends in PT. Continuing weekly updates on FB and Instagram along with working Working with several bike tour operators to showcase PT as perfect We have discussed options for this campaign and integrating the Continuing weekly updates on FB and Instagram. complete data Tourism Sustainability Task Force has been active, continuing Passport Program work and pan for bike rack infrastructure marketing for PT as well. Passport Program gaining traction Report will be attached to this report DMO Q2 LTAC Quarterly Marketing Passport Program TBD Data report in packet /marketing project report in packet. Bike Tour July 9th / Sept Tour from Seattle 150 in process / Bike Tour Bundles and ongoing program for bundling/marketing City Tourism and others for Winter Campaign Winter Campaign In conjunction with Main Street Program Financials + DMO Marketing Report Partnerships with LTAC PartnersOutside 50 miles + international I-5 corridor - inside 50 miles Sustainability Task Force Marketing-Grant Grants, Reports DMO MarketinSocial DataFilm/CVB Financials, Chamber Port Townsend DMO/CVB Q2 2022 Marketing Report 2022 Marketing Plan Review Goal: To market Port Townsend as a year-round outdoor recreation community to a broad-based demographic with an emphasis on family visitors, ecotourism, sustainable and experiential tourism, and an increased number of overnight stays in the citywith an emphasis on extending mid-week visitation. Strategy: Promote sustainable, eco, experiential, and family tourism in Port Townsend through strategic multi-channel marketing including 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 Tourism 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) June 2022 Kudo’s Q2 : 10Best USA Today 2022 Small Town Best Food Scenes in America https://enjoypt.com/port-townsend-named-a-winner-for-best-small-town-food-scene-by-usa-today- 2022-10best-readers-choice-travel-awards/ Best Small Towns to Visit in America https://www.bollyinside.com/articles/best-towns-to-visit-in-america/ Best Small Town in Washington State https://kzok.iheart.com/content/2022-06-17-heres-the-best-small-town-in-washington-state/ Tiny Beans Travel Blog 8 Weekend Trips from Seattle for Families (tinybeans.com) Travel Awaits Blog: 10 Amazing Experiences In Quaint Port Townsend - TravelAwaits Lifestyle Magazine https://www.253lifestylemagazine.com/post/port-townsend Q1 Trips to Discover--a popular digital travel magazine with a monthly readership of over 1.6 million people. 15 Best Summer Vacations in the U.S. for Couples https://www.tripstodiscover.com/summer-vacations-u-s-couples/ 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 2022 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 20212022 Q1: 516Q1: 632 Q2: 293Q2: 714 Q3:269Q3: Q4: 173Q4: Increased social media and drip campaign has more than doubled since 2021 and continues ramping upward in databases growth, this has also increased traffic to EnjoyPTand we anticipated this trend to continue. 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. We have continued to remind visitors to check EnjoyPT and government links provided for updates before they visit. Overall, 2022 is higher than 2021 in page views vs sight visits, which means visitors are spending more time looking at material and clicking through more content. Q2 Enjoy PT Web Stats EnjoyPT Stats Q2 Enjoy PT Visitor by State Q2 Enjoy PT by WA City Q2 Enjoy PT Visitor by Age Group Data from Google Analytics Chatbot: Utilized further support from Port of Seattle Grant to implement chatbot function on Enjoypt.com. Usage has almost doubled in Q1 2022 Social Stats Q2 Facebook Page:facebook.com/enjoypt Enjoy PT Representative Facebook / Instagram Posts EnjoyPT Representative InstagramPosts Total Page Followers: 3,027 Accounts ReachedQ2: 3,184 Impressions: 21,625 Post Interactions: 1,968 Page:instagram.com/enjoyporttownsend Web Traffic Sources for June 2022 Web Page View Stats for June 2022 Port of Seattle Spotlight Billboard Q2 April – June 2022 Q2 2022 Actual $5,443$3,394$8,837$6,040$1,793$8,739$1,000$1,213 $906 $0$0$0$0$0$0$0$0$0$0$0$0 Q1 2022 $10,163 Actual $5,285$2,327$7,612$5,720$3,585 $858 $0$0$0$0$0$0$0$0$0$0$0$0 Projections City 2022 Budget $28,655 $17,940$26,892$22,880 $8,452$3,075$2,700$1,000$5,000$5,000 $500 $0$0$0$0$0$0$0$0$0 City 2021 $24,811 Actual $12,340$29,597$19,760 FINAL $8,109$8,748$2,901$2,150 Y-T-D $400 $0$0$0$0$0$0$0$0$0$0$0 Coho Magazine, Annual Co-op Total Revenue............................. Administrative Oversight/projects City LTAC Q2 Report DRAFT 2 PT Leader Getaway Guides Staff coverage for VIC - Covid DMO Com. Project Specialist Advertising (media ad buys) VIC Consolidation one-time VIC Operational Expenses Stand-Alone PT Advert. VIC Volunteer Expenses Lodging Tax RevenueAdvertising/Marketing WA Visitors Guide Seattle Gay News Payroll Taxes/Insur. Human Resources Statehood 1889 VIC Occupancy Local Media Seattle Met Parent Map Co-Op OPTC PT brochures VIC Costs Sub-totalSub-total VIC Staff SIP $26,085$43,661 $1,700$4,200$9,733$3,353$4,504$7,857$4,500$3,995$8,495 $695$925 $0$0$0$0$0$0$0$0$0$0 $25,965 $4,200$4,200$2,700$1,290$3,990$8,190 $0$0$0$0$0$0$0$0$0$0$0$0$0 $109,163 $13,500$15,666$23,250 $18,000$53,616 $1,200 $2,500$6,400$7,566$1,700$1,200$5,250 $0 $0$0$0$0$0$0$0 $14,558$23,449 $19,176$40,707$95,115 $1,700$1,000 $1,700$4,213$6,376$3,467$1,000$4,273 $502 $0 $0$0$0$0$0$0 Point Robert Press - Waterside 2022 Olympic Peninsula Tourism Commission General Marketing & Promotion Total • Printing pad maps, lodging inserts Web updates/social media/hosting Digital Marketing, SEO, & Creative ($10,000) Bike Across the Bay Campaign NW Adventures Magazine Collateral and fulfillment Consolidation integration Visit Seattle membership National Parks Program Olympic Culinary Loop * Technology Updates SeaTac Spotlight TOTAL EXPENSES: Winter Campaign Fall Campaign WTA membership Video Content Partnerships Contracts Sub-totalSub-totalSub-totalSub-totalSub-total $4,040$4,040 $0$0 $160$160 $0 $109,180 $15,900$30,000 $4,200$5,000 $4,200$2,500 $24,560$10,000$33,167 $15,280 $3,790 $3,790$1,700 POS, Tourism/Marketing Grant- Sustainability TBD Creative/Social & Oversight (staffing/all projects): * $1,700 Pivot Funds for Winter Campaign Pivot Marketing Funds/Granted: Pivot Funds Budget 20,000 POS, Spotlight Q4 - TBD Winter Campaign-2021: City Scope Contract POS, Spotlight Q2 NW Magazine Sub-total