The URL can be used to link to this page

Home My WebLink AboutA1 - Tourism BID Workplan and Budget Commission Memorandum REPORT TO: Honorable Mayor and City Commission FROM: Brit Fontenot, Economic Development Director SUBJECT: Tourism Business Improvement District *(TBID) FY 17 Budget and Workplan MEETING DATE: June 13, 2016 AGENDA ITEM TYPE: Action RECOMMENDATION: Review the attached materials, listen to the presentation by Bozeman Area Chamber CEO Daryl Schliem, ask questions and provide direction on the proposed FY 17 TBID Work Plan and Budget. If approved by the City Commission, the TBID FY 17 Work Plan and Budget Proposal will be adopted as part of the City of Bozeman’s FY 17 Budget. BACKGROUND: The mission of the Bozeman Tourism Business Improvement District (BTBID) Board of Trustees is to promote tourism that generates room nights for lodging facilities in the city of Bozeman, Montana by effectively marketing our region as a preferred travel destination. The Bozeman Tourism Business Improvement District was created by Resolution No. 4182 in 2009. Additional information regarding the District and District Boundaries is contained in Resolution No. 4172. Ordinance No. 1765 created the Board of Trustees to implement the District in August of 2009. The first meeting of the BTBID was held September 30, 2009. Liaisons: The City Commission liaison for this board is Cyndy Andrus. Acting in an advisory and administrative role, the Director of the BTBID Board of Trustees is Executive Director Daryl Schliem with the Bozeman Convention and Visitor Bureau. 117 This board has seven members appointed by the City Commission. Board members must be owners of real property subject to the jurisdiction of the BTBID or a family appointed representative of a real property owner. Current Members: Ashley Ogle- term expires July 31, 2016 Carl Solvie - term expires July 31, 2019 Thomas Stenzel - term expires July 31, 2018 Andrew Ash - term expires July 31, 2016 Larry Lambert- term expires July 31, 2019 Sandra Hodge - term expires July 31, 2017 Eric Sheckleton - term expires July 31, 2017 UNRESOLVED ISSUES: None at this time FISCAL EFFECTS: To be determined, fiscal effects will be communicated and discussed during the presentation. Attachments: 1. Bozeman TBID/CVB FY 17 Marketing Plan; and 2. Montana – American Airlines Dallas Creative Recommendation. Report compiled on: June 8, 2016 118 Bozeman TBID & CVB FY17 MARKETING PLAN 119 Strengths •World-class recreation: •Two nationally recognized ski areas, miles of blue ribbon fly-fishing waters, dozens of nearby trails. •Close proximity to Yellowstone National Park •Air Service: Bozeman Yellowstone International Airport leads the state in de-boardings and now has 15 cities we connect to with non-stop flights •A growing, vibrant downtown •World class museums—including Museum of the Rockies, which houses one of the world's largest and most famous dinosaur collections •Montana State University •Abundance of lodging options 2120 3121 4122 5123 6124 7125 Opportunities •Increased airlift across the board. •Low gas prices bringing people from surrounding states. •100 year anniversary of National Park Service. Located between two entrances to Yellowstone, Bozeman has the biggest density of hotel rooms in the area. •Increase in an older demographic giving us the opportunity to promote shoulder season activities. 126 Bozeman Yellowstone International 9127 Challenges •While the perception that Bozeman in difficult to get to is decreasing, we need to be consistently advertising in our direct flight markets. •Seasonality of leisure tourism is always an issue, but we are starting to see stronger bookings in June and September. •Significant weather events such as a light snow winter, or heavy fire seasons, can cause sudden large reductions in leisure tourism. •While Bozeman has a vibrant economy, the national and international economies aren’t as strong. 10128 Target Markets Based on ITRR Research, inbound flights and website traffic Direct flight and metro markets: •California •Colorado •New York •Washington •Texas •Arizona •Florida •Minnesota •Illinois •Georgia •Nevada •Washington DC •Boston Regional Drive Markets: •North and South Dakota •Idaho •Utah •Wyoming •Canada •Oregon 129 Demographics Based on year over year research, our primary visitors are an affluent, aging demographic giving us the opportunity to promote shoulder seasons. Average group size= 2 travelers •37%55-64 years •26%45-54 years •19% 35-44 years Average HH income $100-$150K (ITRR 2015 non-resident visitor profile) 130 Overall Goals •Collaborate with state and local entities to promote air service. •Populate website with fresh, engaging content such as blogs, events, articles and itineraries. •Promote content via social media and targeted digital advertising such as dedicated emails. •Collaborate with TBID on joint venture opportunities as they arise. •Continue digital advertising campaign. •Grow our social media audience. 131 14132 15133 16134 17135 AA Dallas Creative Recommendation March 2, 2016 136 Agenda ⌯Overview and Goals ⌯Research Recap ⌯Strategy ⌯Media Plan ⌯Creative for Sojern ⌯Buzzfeed Content and Distribution ⌯Social Media Plan ⌯Earned Media Plan ⌯Budget Breakout ⌯Measuring Success ⌯Next steps 2137 Overview and Goals 3138 Overview and Goals ⌯Goal: Increase conversion of direct Dallas → Bozeman American Airline Flights ⌯Budget = $172,500, to include all media (paid, earned, and owned efforts), as well as creative and account services and media planning/buying services 4139 Market Recap 5140 Overview ⌯Dallas/Fort Worth travelers are consistently among the Top 15 U.S. markets for Montana lodging online bookings ⌯Dallas/Fort Worth travelers are consistently among the Top 15 U.S. markets for airport arrivals to Bozeman ⌯Dallas/Fort Worth travelers appear to be most likely to travel to Montana in March, April, August and December ⌯Dallas/Fort Worth traveler personas are consistently Bucket Listers, Adventure Seekers or Dream Trippers ⌯Dallas/Fort Worth travelers are typically staying longer in Montana, booking 7+ nights especially during March, April, July and December. ⌯Dallas/Fort Worth’s average spend in Montana is unknown 6141 nSight Audience Overview 7 Bucket Listers Adventure Seekers Dream Trippers ⌯66+ years oldHHI @ $100K+ ⌯5+ trips per year with longer stay periods ⌯Longer lead times, lots of research ⌯2+ trips per year tied to visiting family ⌯Engaged in hobbies and interests ⌯Desired Experience: Culture; breath-taking ⌯25-35 years old ⌯Moving up in their career ⌯No family or very young family! ⌯HHI @ 100K+ ⌯6+ trips per year, 2-3 trips around authentic experiences ⌯Frequently travels with other individual travelers ⌯Active on social media, spends time and money on interests ⌯Desired experience: Culture and adventure; motivation ⌯51-65 years old ⌯HHI @ $150K+ ⌯Couples traveling together; sometimes with friends ⌯Lots of planning, includes tours and package options ⌯8+ trips per year, 2 big vacations and 6 getaways including visiting family ⌯Not highly engaged in social media, loyal to associations ⌯Desired Experience: Leisure and culture; storytelling 142 Strategy 8143 Leverage existing MTOT efforts and partners for pricing efficiencies and targeting capabilities to reach the core MT audiences in Dallas ⌯Key media partners from the domestic Consumer Marketing Plan ⌯Market-relevant messaging and creative ⌯Message is supported by STL campaign and content ⌯Push conversion with new personalization and booking functionality on VisitMT.com with the banners and Travel Resources page 9 Strategy 144 Media Plan 10145 Paid Media Considerations ⌯Align with key partners to promote new direct flight to Bozeman, MT ⌯Leverage proven partners and their targeting tactics across the Travel Programmatic and Custom Content spaces ⌯Target Geotravelers in Dallas, TX and surrounding feeder markets 11146 Dallas Heavy-Up Recommended Partners TRAVEL CUSTOM CONTENT 12147 ⌯Proven data-driven travel partner ⌯Utilize 1st party travel data to target potential Travelers online ⌯Reaching in-market travelers in Dallas, Houston, and Austin through highly targeted Display advertising ⌯Focus on travelers searching for vacations to Montana and competitive destinations ⌯Additional smart retargeting, prospect targeting, and contextual targeting ⌯Leverage Sojern’s access to American Airlines data ⌯Post Campaign Analysis report as added value ⌯Audience targeted Online banner static sizes: 300x250, 728x90, 160x600, 300x600 13148 ⌯Popular Custom Content partner in the Social News & Entertainment Media space ⌯Opportunity to partner with Buzzfeed to create an original Montana custom article ⌯Example: 15 reasons why everyone in Dallas wants to go to Montana ⌯Collaborative process between all teams ⌯MTOT to have full editorial control ⌯Geo-targeted to reach users in the Dallas DMA ⌯Cost Per View pricing ⌯Over 60k guaranteed views (users clicking to Montana article from Buzzfeed) ⌯Unlimited earned views (users clicking the shared Montana article on Facebook, Twitter, etc.) ⌯‘Sponsored by Montana’ logo included at the top of the page ⌯Opportunity for users to click through to VisitMT.com Travel Resources Page ⌯Buzzfeed’s dashboard tracks content performance in real-time ⌯Buzzfeed clients see an avg. 42% lift in purchase intent from Custom Social content* 14 Buzzfeed Audience--Over 20 million monthly uniques--50% are 18-34 yrs old--60% of traffic is Mobile--75% of traffic comes from Social sources 149 Dallas Heavy-Up Flowchart 15 ⌯Media will be heavied-up during planning season (April through June) and then lighter June through September. ⌯We will work with Sojern starting in August to see if it would be best to start focusing on the Winter travelers. 150 Dallas Heavy-Up Targeting ⌯Through recommended partners’ 1st and 3rd party movement data, planned media would only be targeting potential travelers that live in Dallas and surrounding areas ⌯No short-term visitors/tourists or business travelers ⌯Reach desired nSight personas through additional targeting tactics ⌯Bucket Listers, Adventure Seekers, and Dream Trippers 16151 Paid Media Creative 17152 18 Sojern - V1 300x600, 300x250, 728x90, 160x60 153 19154 20155 21156 22 Sojern - V2 300x600, 300x250, 728x90, 160x60 157 23158 24159 25160 Buzzfeed - Content 26161 Buzzfeed - Distribution 27162 Social Media 28163 Social Media 29 Recommended Budget for March - September Promotion $49,000 M A M J J A S $5K - $10K $5K - $10K $5K - $10K $3.75K - $5K $3.75K - $5K $3.75K - $5K $3.75K - $5K Sparkloft account management hours 30 - 50 (total - included in retainer) 164 Social Media - Traditional Units 30165 Social Media - FB Canvas Units 31166 Social Media - FB Canvas Units 32167 Social Media - Targeting 33 **We can target very specific areas (not just what's available with the 50 mile bubbles), as well as target by household income.**168 Earned Media 34169 Earned Media Opportunities ⌯The Pitch: ⌯Mercury to develop and promote a pitch around the Dallas to Bozeman flight and new access to Big Sky country. Messaging will match that of the larger campaign. ⌯Actively pitch: April - July ⌯The Outlets: ⌯Mercury to pitch Dallas/Texas contacts in the Mercury press database. The pitch and outlet list will be shared with the committee, so committee can then continue to pitch via other angles. Will use a Google doc to share information. ⌯Outbound FAM trip ⌯To be planned and executed by MOTBD and partners, as a larger in-person event is not within current budget or on strategy for this plan. 35170 Owned Digital 36171 Owned Digital Needs ⌯Launch of booking personalization and further development of the Travel Resources page for direct booking. ⌯STL content can further support the Dallas flight and TX connection. Add tile for MontanaTV? 37172 Budget Breakout 38173 Dallas Budget Breakdown ⌯MEDIA: committing at least $161k to Warm Season Paid Media ⌯Sojern: $60,000 and Buzzfeed: $50,000 ⌯Paid Social: $49,000 ⌯Ad Serving: $2,000 ⌯CREATIVE DEVELOPMENT: $7,860 ⌯PHOTOGRAPHY COSTS: $1,000 (any remainder will be put back into Paid Social) ⌯EARNED MEDIA DALLAS SUPPORT: $2,640 ⌯Social Media, Paid Media, and Creative Account Management: Included w/in Retainers ⌯TOTAL: $172,500 39174 Measuring Success 40175 Measuring Success ⌯KPIs: ⌯Flights booked through Warm Season and percentage of revenue guarantee used per month ⌯Digital CTR ⌯Engagement Rate ⌯Buzzfeed social lift dashboard ⌯Earned Media mentions in Dallas outlets ⌯VisitMT.com page visits, time spent on page, and click throughs to booking ⌯nSight Market Lift ⌯Arrivalist APR Benchmarking 41176 Next Steps 42177 Next Steps ⌯Jenny to present R1 Sojern creative to Committee: Wednesday, 3/2 ⌯R1 Feedback from Jenny/Committee: Friday, 3/4 ⌯R2 Review: Wednesday, 3/9, R2 Approvals: Friday, 3/11 ⌯Delivery to Vendor: 3/15, Launch: 3/16 ⌯Other deliverables: ⌯Buzzfeed: Creative kick-off 3/7. Will be backing out timeline and client reviews for 4/1 launch. ⌯Social: Traditional and canvas units to be developed once paid media messaging is approved. ⌯Earned media push: MTOT to see draft pitch and contact list Monday, 3/14. ⌯Goal launch date: 3/16 ⌯Owned VisitMT.com functionality needs to be confirmed live 43178 Questions/Discussion 44179 Thank you! 45180