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HomeMy WebLinkAboutWS1. TBIDBozeman FY16 Marketing Plan June 15, 2015 233 At a glance Year-over-year comparison July 1, 2013 – June 30, 2014 & July 1, 2014 – today •20% increase in total site traffic – so far •11% lift in new users – to date 234 What worked •Content creation •Agile approach –Madden Media CPC (Google & Bing) •Highest engagement: 2.24 PPS •Lowest CPA: $0.60 per user –LiveIntent – premium email display –Adtegrity – retargeting campaign 235 Tourism Development Division •CEO of Chamber is CEO of Convention and Visitors Bureau and Tourism Business Improvement District •CVB - $203,000 •TBID - $1Million •CVB has independent Board •TBID has Board appointed by City and contracted with the Chamber •Cross pollination on all Boards (Same Message) 236 Leveraging Tourism •Chamber lobby – 1, 000 visitors a month •19th Ave – 24 hour Rest Stop •Visitor Information Center – Bozeman Yellowstone International Airport •Visitor I Relocation and Business Guide (55K) 237 Leveraging Tourism cont’ •Partner with State of Montana for International Travel thru IPW Event and FAM tours. •www.bozemancvb.com •30 Hotels nearly 2600 rooms (have increased hotel room count by 600 rooms since 2010) 238 Tourism Techniques •Flight Guarantees •Only In Bozeman Campaign •IPW Events with Montana Office of Tourism •Joint Marketing Efforts with Regional Chamber, CVB’s and TBID’s •Community of Distinction Video •Newark / New York Subway Campaign 239 Years Revenue Percent Change 2004 $ 813,624.00 n/a 2005 $ 911,232.00 12% 2006 $ 1,042,865.00 14% 2007 $ 1,163,739.00 12% 2008 $ 1,177,922.00 1% 2009 $ 1,114,071.00 -5% 2010 $ 1,259,931.00 13% 2011 $ 1,358,927.00 8% 2012 $ 1,482,907.00 9% 2013 $ 1,621,357.00 9% 2014 $ 1,863,097.00 15% 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 1800000 2000000 1 2 3 4 5 6 7 8 9 10 11 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 $813,624.00 $911,232.00 $1,042,865.00 $1,163,739.00 $1,177,922.00 $1,114,071.00 $1,259,931.00 $1,358,927.00 $1,482,907.00 $1,621,357.00 $1,863,097.00 Series1 Series2 4% Bed Tax Collections BZN 240 Years Revenue Percent Change 2004 3,875,560 n/a 2005 4,351,375 12% 2006 4,777,978 10% 2007 5,349,508 12% 2008 5,349,536 0% 2009 4,900,038 -8% 2010 5,404,929 10% 2011 5,661,986 5% 2012 6,248,440 10% 2013 7,060,360 13% 2014 8,018,350 14% 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 8000000 9000000 1 2 3 4 5 6 7 8 9 10 11 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 3,875,560 4,351,375 4,777,978 5,349,508 5,349,536 4,900,038 5,404,929 5,661,986 6,248,440 7,060,360 8,018,350 Series1 Series2 Yellowstone Country 4% Bed Tax 241 Public Comment We have received 1 public comment in support of increasing the BTBID per occupied room night assessment from $1.00 to $2.00.242 January 2000 243 June 2012 244 Expanding Air Service One Route At A Time 245 Goals for FY 16 •Baseline data •Agile approach •Increase average time on site •Increase engagement –Increase pages per session –Monitor goal conversions and exit links 246 Demographics, Target Markets Geographic- based on ITRR research, inbound flights and website traffic. Direct flight metro markets California New York Florida Washington Texas and Illinois. Regional drive markets North and South Dakota Canada Idaho Utah Wyoming Colorado. Demographic Average group size is 2 travelers: 35% 55-64 years, 28% 45-54 years, 26% 65-74 years. Average HH income $100-$150K (ITRR 2014 non-resident visitor profile.) 247 TBID FY16 Budget •Consumer Advertising $370,000 •Airline Marketing $ 50,000 •Non-Montana HS Tournaments $ 30,000 •Administration $125,000 •Tournaments $110,000 •Airline Guarantees $125,000 •Event/Grant Program $ 75,000 •Legal and Accounting $ 15,000 •TOTAL $900,000 248 CVB Budget- Consumer Advertising Consumer Advertising: Print $ 15,000 • Big Sky Journal • Powder • Warren Miller’s Snoworld Online $ 84,073 Web Marketing/SEO $ 20,000 Social Media $ 20,000 Fulfillment $ 3,000 TOTAL: $142,073 249 CVB Budget- Marketing Support •Administration $ 40,000 •Opportunity Marketing $ 5,000 •Marketing Plan $ 4,500 •TAC/ Governor’s Conference $ 2,000 •Joint Venture $ 10,000 TOTAL: $ 61,500 TOTAL BUDGET: $203,573 250 Bozeman Tourism Business Improvement District Tuesday, April 28, 2015 Bozeman Area Chamber of Commerce 12:00 noon Agenda 0. Call to Order - 1. Introductions 2. Disclosure 3. Minutes Approval – February 24, 2015 – No Meeting in March 4. Public Comment - Please state your name for our records. Individuals may comment on matters falling within the purview of the Tourism Business Improvement District. There will also be an opportunity in conjunction with each agenda item for comments pertaining to that item. Please limit your comments to three minutes. 5. Marketing Update – Flying Horse Communication – Kali Gillette / JC Estensen 6. Preliminary Budget Proposal – Flying Horse Communication 7. Visitor Information Center @ BZN– Update a. Belgrade / Bozeman/ Yellowstone Country matching funds 8. Website Review - Update a. Hotel Photos – Parameters b. Website Leads 9. Administrative – Daryl a. Financial Report – Action Item b. Grant Guidelines c. Air Service Update 10. Other Business / Adjourn – Next Meeting – May 26, 2015 - Do we want to move ? Note: Other than the meeting starting time, times listed are approximate and agenda items may be rearranged. Action may be taken on any item listed on the agenda. Public comment is welcome on all items. 251 INSR ADDLSUBRLTRINSR WVD DATE (MM/DD/YYYY) PRODUCER CONTACTNAME: FAXPHONE(A/C, No):(A/C, No, Ext): E-MAILADDRESS: INSURER A : INSURED INSURER B : INSURER C : INSURER D : INSURER E : INSURER F : POLICY NUMBER POLICY EFF POLICY EXPTYPE OF INSURANCE LIMITS(MM/DD/YYYY) (MM/DD/YYYY) GENERAL LIABILITY AUTOMOBILE LIABILITY UMBRELLA LIAB EXCESS LIAB WORKERS COMPENSATION AND EMPLOYERS' LIABILITY DESCRIPTION OF OPERATIONS / LOCATIONS / VEHICLES (Attach ACORD 101, Additional Remarks Schedule, if more space is required) AUTHORIZED REPRESENTATIVE INSURER(S) AFFORDING COVERAGE NAIC # Y / N N / A (Mandatory in NH) ANY PROPRIETOR/PARTNER/EXECUTIVEOFFICER/MEMBER EXCLUDED? 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A statement on this certificate does not confer rights to the certificate holder in lieu of such endorsement(s). COVERAGES CERTIFICATE NUMBER:REVISION NUMBER: CERTIFICATE HOLDER CANCELLATION © 1988-2010 ACORD CORPORATION. All rights reserved. The ACORD name and logo are registered marks of ACORDACORD 25 (2010/05) ACORDTM CERTIFICATE OF LIABILITY INSURANCE 02/27/2015 Hub Int'l. Mountain States Ltd 2002 North 22nd Ave., Suite 1 Bozeman, MT 59718 406 582-8868 Brad Henderson 406 582-8868 406 582-8878 Kristin.Piccioni@hubinternational.com Bozeman Tourism Business Improvement District 2000 Commerce Way Bozeman, MT 59715