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Home My WebLink About11-15-2018 Agenda Packet Auburn Tourism Board Meeting November 15, 2018 – 10:00 AM CITY HALL, ROOM #3, 2nd FLOOR AGENDA I. CALL TO ORDER Roll Call II. APPROVE OCTOBER MEETING MINUTES (2 MINUTES) III. OLD BUSINESS (10 MINUTES) 1) Tourism Updates  Tourism Budget Update – September 2018  Tourism Q4 Ad Campaign Update  Auburn Tourism Open House Recap  Auburn Adventure Film Festival Update IV. NEW BUSINESS 1) Short and Long Term Tourism Goals Discussion for 2019 Business Plan (60 MINUTES) V. NEXT MEETING  Next ATB Meeting: Thursday, December 15th at 10AM in Room #3 (second floor) City Hall VI. ADJOURNMENT Auburn Tourism Board Meeting OCTOBER 18, 2018 – 10:00 AM Auburn City Hall COUNCIL CHAMBERS MINUTES I. CALL TO ORDER The meeting was called to order at 10:05am by Vice Chair Schofield. Board Members present: Board Members Ronnie Roberts; Malia Dale; Karrie Schofield; Rachael Mc Alister; Julie Krueger. Excused Absence: Lara Mae Chollette; Rachael Mc Alister Staff Present: Lorraine Chachere, Tourism Coordinator; Tanya Carter, Economic Development Coordinator. II. APPROVE SEPTEMBER MEETING MINUTES Vice Chair Schofield motioned to approve the September meeting minutes. Board Member Dale seconded the motion. MOTION PASSES UNANIMOUSLY 4-0. III. OLD BUSINESS 1) Tourism Updates  Membership Updates Chairwoman Frisch submitted her resignation as her workload would prevent her participation. Discussion ensued on other potential Tourism Board members and partnerships.  Elect New Vice Chair With Board Member Frisch’s vacancy, a new Chair is needed. Board Member Krueger questioned if it was necessary this late in the term. No nominations for a new Chair were presented.  Auburn Adventure Film Festival Film Festival Director Etheredge has been working on the programming of the schedule and Coordinator Chachere is working on matching the events to complement the themes of the block of programming. A dedicated website for the film festival is being created, as well as posters, and flyers to get the word out about the festival.  Budget Update The financials through August 2018 were presented.  Tourism Marketing Campaign Update – The campaign is set to begin at the end of October. Coordinator Carter showed the ad images to the Board.  NW Events Show– This is the first year, Auburn Tourism has participated in the show that targets meeting and event planners. There were several other partner stakeholders from Auburn at the show exhibiting which made a robust representation for Auburn and allowed for making connections with interested planners. 2) Auburn Tourism Summit – The itinerary is set and efforts at publicizing the event are in the works. 3) City Council Presentation – Board Member Mc Alister and Coordinator Chachere made a report to City Council at the October 8th Study Session. Positive feedback from Councilmembers and Mayor Backus were shared with the Tourism Board. IV. NEW BUSINESS 1) REVIEW AND EVALUATION OF 2019 LODGING TAX GRANT APPLICANTS There were seven applicants, one of which did not meet the criteria for the grant, and another that was submitted past the deadline and that some Board Members thought should be eliminated for consideration. Evaluation forms were dispersed for each of the five remaining applicants considered eligible for application, with Board Member Krueger abstaining from scoring for the applications for the Geocaching, Petpalooza, and Veterans Day as they were submitted by different colleagues in Parks. These recommendations will be presented to the LTAC at their November 14th meeting. The LTAC will then make their final recommendations to City Council at a January meeting. City Council makes the final determination of the amounts and the grant recipients. V. NEXT MEETING Next ATB Meeting: Thursday, November 15th at 10AM in Council Chambers. VI. ADJOURNMENT There being no more business to discuss, the meeting was adjourned at 11:32AM. CHOOSE YOUR OWN ADVENTURE AD PERFORMANCE REPORT City of Auburn for City of Auburn From oct 23, 2018 to Nov 07, 2018 Created On Nov 07, 2018 Choose Your own Adventure - Week 2 In week 2 of the Choose Your own Adventure campaign, the overall metrics have held steady. The one change we made after the first week was to stop the underperforming Salt Lake City test ads. The most notable metric that we noticed was the cli ck-through rate on the Vancouver banner ads at nearly 1%. An outlier like this is suggests the potential of click fraud on a less than reputable site. We don't see clear evidence of that after looking at the individual sites that the ads were served. The highest clicks have come from TSN.ca (the Canadian ESPN) and CTV.ca (the Canadian ABC). The Vancouver Facebook/Instagram is dramatically underperforming the other regions and is costing significantly more. If it continues through this week, we will likely suggest disabling that placement and reallocating its spend. In the meantime, we suggest allocating the remaining Salt Lake City spend to the Vancouver region since it has exceeded our performance expectations. oct 31, 2018 - Nov 07, 2018 City of Auburn for City of Auburn From oct 23, 2018 to Nov 07, 2018 Created On Nov 07, 2018 CAMPAIGN SNAPSHOT - PAGE 1 Overall Stats 899.52K Impressions 4.10K Clicks 0.34% CTR Customer Journey Page Views: 3,550 Clicks: 4,102 Impressions: 899,520 Banner 395.47K Impressions 1.49K Total Ad Clicks 0.38% CTR Google AdWords 199.88K Impressions 670 Clicks 0.34% CTR Facebook/Instagram 325.20K Impressions 2.06K Clicks 0.63% CTR ExploreAuburn.com Website Traffic 1.39K Sessions 00:00:35 Avg. Session Duration 74.46% Bounce Rate Glossary of Terms Ad Fraud: Ad Fraud is when a company knowingly serves ads that no one will actually see as a way to drive “views” and revenue. For example, a website can use bots to automatically refresh its pages in order to reg ister a high number of page views and appear more attractive as an inventory source on ad exchanges. Average Session Duration: Provides a top-level view of how long users are spending on your website. Google Analytics does not count time for the last page viewed during a session. This means that average session duration will tend to be skewed lower than the actual amount of time people are spending on your website. Bounce Rate: Bounce rate is the percentage of sessions with a single pageview. Bounce rate can provide top-level insights about the performance of your content. It’s also important to apply context when analyzing bounce rate, since some pages will deliver all of the information somebody is looking for on a single page, for example, a store locator or a blog post. CPC (Cost per Click): CPC Stands for Cost per Click. This is the price paid by an advertiser for each ad click received. CTR (Click-Through Rate): CTR is a metric that measures the number of clicks your ad (s) receive per number of impressions. Impression: Impressions are sometimes called a view or an ad view, is a term that refers to the point in which an ad is viewed once by a visitor, or displayed once on a web page. Keyword: Google Analytics provide details about the keywords people use in their search to find your website or that trigger an ad to be displayed. Pageview: A pageview is reported when a page has been viewed by a user on your website. In the Google Analytics pages report, by default, your pages are ordered by popularity based on pageviews. This allows you to see which content is being viewed most often. Post Engagement: The total number of actions that people take involving your ads. Post engagements can include actions such as reacting to, commenting on or sharing the ad, claiming an offer, viewing a photo or video, or clicking on a link. Session: A single visit to your website, consisting of one or more pageviews. The default session timeout is 30 minutes, which means that if someone is inactive on your website for over 30 minutes, then a new ses sion will be reported if they perform another interaction. City of Auburn for City of Auburn From oct 23, 2018 to Nov 07, 2018 Created On Nov 07, 2018 PERFORMANCE BY REGION - PAGE 1 California 193.73K Impressions 805 Clicks 0.42% CTR Portland 222.64K Impressions 909 Clicks 0.41% CTR Puget Sound 235.54K Impressions 1.14K Clicks 0.49% CTR Vancouver 168.11K Impressions 1.03K Clicks 0.61% CTR Banner Total  California - Banner 81,043 279 0.34% $2.49 Portland - Banner 98,475 217 0.22% $4.01 Puget Sound - Banner 116,124 318 0.27% $3.24 Vancouver - Banner 68,245 657 0.96% $0.93 363,887 1,471 0.40%$2.18 Placement Impressions Total Ad Clicks CTR CPC Banner CTR California - Banner Portland - Banner Puget Sound - Banner Vancouver - Banner 0 0.2 0.4 0.6 0.8 1.0 Facebook Total  Puget Sound - FB/IG 68,816 592 0.86% $0.88 482 California - FB/IG 50,083 368 0.73% $0.92 301 Portland - FB/IG 85,299 583 0.68% $0.88 460 Vancouver - FB/IG 68,314 240 0.35% $1.40 197 272,512 1,783 0.65%$0.96 1,440 Ad Set Impressions Clicks CTR CPC Post Engagement Facebook CTR Puget Sound - FB/IG California - FB/IG Portland - FB/IG Vancouver - FB/IG 0 0.2 0.4 0.6 0.8 1.0 CTR City of Auburn for City of Auburn From oct 23, 2018 to Nov 07, 2018 Created On Nov 07, 2018 PERFORMANCE BY REGION - PAGE 2 Google AdWords Total  Choose Your own Adventure - Puget Sound 50,601 234 0.46% $1.54 Choose Your own Adventure - California 62,601 158 0.25% $2.07 Choose Your own Adventure - Vancouver 31,551 132 0.42% $2.45 Choose Your own Adventure - Portland 38,866 109 0.28% $3.17 183,619 633 0.34%$2.14 Campaign Name Impressions Clicks CTR Avg. CPC Google AdWords CTR Choose Your own Adventure - Vancouver Choose Your own Adventure - California Choose Your own Adventure - Portland Choose Your own Adventure - Puget Sound 0 0.1 0.2 0.3 0.4 0.5 City of Auburn for City of Auburn From oct 23, 2018 to Nov 07, 2018 Created On Nov 07, 2018 PERFORMANCE BY AD - PAGE 1 Banner - Dance Big Total 83,788 316 0.38%$2.34 CYoA - Dance Big - 160x600 10,682 24 0.22%$3.83 CYoA - Dance Big - 300x250 42,483 123 0.29%$2.94 CYoA - Dance Big - 300x600 13,000 51 0.39%$2.46 CYoA - Dance Big - 728x90 17,623 118 0.67%$1.35 Ad Impressions Total Ad Clicks CTR CPC Banner - Dine Big Total 87,351 268 0.31%$2.87 CYoA - Dine Big - 160x600 11,945 41 0.34%$2.47 CYoA - Dine Big - 300x250 43,292 93 0.21%$4.02 CYoA - Dine Big - 300x600 7,276 67 0.92%$1.05 CYoA - Dine Big - 728x90 24,838 67 0.27%$3.33 Ad Impressions Total Ad Clicks CTR CPC Banner - Play Big Total 69,019 283 0.41%$2.13 CYoA - Play Big - 160x600 10,477 23 0.22%$4.08 CYoA - Play Big - 300x250 30,966 90 0.29%$2.90 CYoA - Play Big - 300x600 6,974 33 0.47%$1.96 CYoA - Play Big - 728x90 20,602 137 0.67%$1.34 Ad Impressions Total Ad Clicks CTR CPC City of Auburn for City of Auburn From oct 23, 2018 to Nov 07, 2018 Created On Nov 07, 2018 PERFORMANCE BY AD - PAGE 2 Banner - Save Big Total 78,918 320 0.41%$2.15 CYoA - Save Big - 160x600 11,996 34 0.28%$3.04 CYoA - Save Big - 300x250 30,952 120 0.39%$2.17 CYoA - Save Big - 300x600 11,107 69 0.62%$1.54 CYoA - Save Big - 728x90 24,863 97 0.39%$2.24 Ad Impressions Total Ad Clicks CTR CPC Banner - Shop Big Total 76,398 306 0.40%$2.20 CYoA - Shop Big - 160x600 6,948 23 0.33%$2.67 CYoA - Shop Big - 300x250 33,711 101 0.30%$2.83 CYoA - Shop Big - 300x600 12,442 60 0.48%$2.00 CYoA - Shop Big - 728x90 23,297 122 0.52%$1.69 Ad Impressions Total Ad Clicks CTR CPC Facebook Total 304,167 1,939 0.64%$0.98 1,566 CYoA - Dance Big - FB/IG 94,637 783 0.83% $1.01 597 CYoA - Dine Big - FB/IG 41,958 178 0.42% $1.04 154 CYoA - Play Big - FB/IG 93,798 727 0.78% $0.90 589 CYoA - Save Big - FB/IG 25,191 63 0.25%$1.34 56 CYoA - Shop Big - FB/IG 48,583 188 0.39% $0.98 170 Ad Impressions Clicks CTR CPC Post Engagement City of Auburn for City of Auburn From oct 23, 2018 to Nov 07, 2018 Created On Nov 07, 2018 PERFORMANCE BY AD - PAGE 3 Google AdWords Total 199,883 670 0.34%$2.17 PLAY BIG 98,112 262 0.27%$2.38 SHoP BIG 27,242 198 0.73%$2.12 DANCE BIG 37,299 128 0.34%$1.99 DINE BIG 14,359 48 0.33%$1.88 SAVE BIG 22,871 34 0.15%$1.90 Ad Group Impressions Clicks CTR Avg. CPC City of Auburn for City of Auburn From oct 23, 2018 to Nov 07, 2018 Created On Nov 07, 2018 OTHER KEY METRICS - PAGE 1 Average Time on Site British Columbia California oregon Washington 00:00 00:02 00:04 00:06 00:08 00:10 00:12 00:14 Avg. Session DurationTop 10 Keywords outlet store 20,126 103 $2.35 jackpot 5,216 101 $2.09 city of auburn 7,202 94 $1.66 casino games 5,805 39 $2.84 table games 16,330 25 $2.39 casino 9,408 21 $2.39 roulette 1,564 18 $2.60 casinos 8,559 14 $2.79 club in 460 14 $1.81 dance club 2,614 12 $1.53 Keyword Impressions Clicks Avg. CPC