2018 Q4 | October - December20Q4... · 2019-01-23 · 2018 Q4 Public Relations Public Relations Q1 Q2 Q3 Q4 YTD Pitches 2018 352 62 97 114 625 2017 199 85 130 112 526 (Y/Y) 76.9%

Quarterly Marketing Report

2018 Q4 | October - December

2018 Q4

Occupancy & Room Rates

Q1 Q2 Q3 Q4 YTD

2018 58.1 76.1 80.5 65.6 70.1

2017 55.7 72.7 78.4 65.0 67.9

(Y/Y) 2.4 3.5 2.1 0.6 2.2

Average Daily RateQ1 Q2 Q3 Q4 YTD

2018 $117.04 $138.68 $166.41 $142.60 $141.18

2017 $111.53 $129.66 $157.91 $136.22 $133.83

(Y/Y) 4.9% 7.0% 5.4% 4.7% 5.5%

Revenue Per Available RoomQ1 Q2 Q3 Q4 YTD

2018 $72.26 $106.02 $134.11 $94.18 $101.64

2017 $65.26 $94.61 $123.82 $89.20 $93.22

(Y/Y) 10.7% 12.1% 8.3% 5.6% 9.0%

Source: Rocky Mountain Lodging Report.

Occupancy Rate Percentage

47.0

72.3

42.6

55.4

69.064.5

73.6

79.9 79.5 78.2 77.5 77.8

58.5 58.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Occupancy Rate

2018 2017

Quarterly Report 2

2018 Q4

Website

Quarterly Report 3

2018 Q4

Website: SantaFe.org

WebsiteQ1 Q2 Q3 Q4 YTD

Total Sessions

2018 259,187 439,248 372,359 285,859 1,356,653

2017 274,533 415,461 309,351 302,181 1,301,526

(Y/Y) -5.6% 6% 20% -5% 4.2%

Unique Users

2018 210,072 356,147 298,964 231,438 1,096,621

2017 230,769 356,065 248,970 243,728 1,079,532

(Y/Y) -9.0% 0% 20% -5% 1.6%

Average Pages Per Session

2018 2.46 2.00 2.15 2.08 2.17

2017 2.28 2.09 2.33 2.12 2.20

(Y/Y) 7.9% -4% -8% -2% -1.3%

Average Time on Site

2018 2:39 2:00 2:21 2:11 2:18

2017 2:20 1:55 2:27 2:05 2:12

(Y/Y) 13.3% 5% -5% 5% 4.5%

Conversion Rate Percentage

2018 15.0 9.2 10.2 14.9 12.3

2017 11.5 9.2 10.7 8.4 9.9

(Y/Y) 3.5 Flat -0.5 6.5 2.4

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000


Total Visits

2018 2017

Quarterly Report 4

2018 Q4

Website: Blog

Q1 Q2 Q3 Q4 YTD

2018 14,645 20,194 33,234 40,074 108,147

2017 18,989 22,303 29,534 25,038 95,864

(Y/Y) -22.9% -9% 13% 60% 12.8%

2018 3:17 2:58 3:00 3:16 3:08

2017 3:03 3:16 3:23 3:31 3:18

(Y/Y) 7.8% -9% -11% -7% -5.2%

2018 9.0 11.1 15.0 13.8 12.2

2017 6.1 6.7 8.3 10.1 7.8

(Y/Y) 2.9 4.4 6.7 3.7 4.4

Blog

Page Views

Average Time on Blog

Referrals to Website Percentage (Visitors that clicked through to a non-Blog page)

-

10,000

20,000


Blog Page views

2018 2017

Quarterly Report 5

2018 Q4

Newsletters

Quarterly Report 6

2018 Q4

Newsletters: Consumer

*Metrics for the June 2018 Happenings email are not available due to a reporting error that month.

Q2 2018 Happening numbers reflect metrics for the April & May emails only.

Email ConsumerQ1 Q2 Q3 Q4 YTD

2018 144,978 98,315 150,411 154,965 548,669

2017 144,209 143,165 144,924 145,180 577,478

(Y/Y) 0.5% -31% 4% 6.7% -5.0%

2018 25,300 16,663 26,849 25,368 94,180

2017 24,563 24,850 25,129 24,425 98,967

(Y/Y) 3.0% -33% 7% 4% -4.8%

2018 17.5 17.0 18.0 16.4 17.2

2017 17.0 17.4 17.4 16.9 17.2

(Y/Y) 0.5 -0.4 0.6 -0.5 0.0

2018 88,849 93,718 96,663 101,698 380,928

2017 80,577 83,075 85,378 86,575 335,605

(Y/Y) 10.3% 13% 13% 17% 13.5%

2018 16,177 17,322 18,123 17,605 69,227

2017 14,897 15,428 15,935 15,563 61,823

(Y/Y) 8.6% 12% 14% 13% 12.0%

2018 18.6 18.5 18.8 17.4 18.3

2017 18.5 18.6 18.7 18.0 18.5

(Y/Y) 0.1 -0.2 0.1 -0.7 -0.2

Sent: Happenings*

Opened: Happenings*

Open Rate: Happenings (Quarterly Average Percentage)*

Sent: Deals & Specials

Opened: Deals & Specials

Open Rate: Deals & Specials (Quarterly Average Percentage)

0

20,000

40,000

60,000

80,000

100,000


Total Consumer Emails: Sent vs Opened

Sent

Opened

Quarterly Report 7

2018 Q4

Newsletters: Industry

Email IndustryQ1 Q2 Q3 Q4 YTD

2018 3,374 3,405 3,401 3,401 13,581

2017 3,351 3,304 3,341 3,314 13,310

(Y/Y) 0.7% 3% 2% 3% 2.0%

2018 1,022 1,113 1,073 1,130 4,338

2017 964 1,071 1,052 968 4,055

(Y/Y) 6.0% 4% 2% 17% 7.0%

2018 30.8 32.7 31.7 33.4 32.2

2017 28.9 32.5 31.7 29.7 30.7

(Y/Y) 1.9 0.2 0.1 3.7 1.5

2018 3,362 3,420 3,393 3,400 13,575

2017 3,362 3,305 3,351 3,302 13,320

(Y/Y) Flat 3% 1% 3% 1.9%

2018 1,078 1,191 1,117 1,097 4,483

2017 1,094 1,082 1,088 1,026 4,290

(Y/Y) -1.5% 10% 3% 7% 4.5%

2018 32.1 34.9 33.0 32.3 33.1

2017 32.6 32.7 32.6 31.2 32.3

(Y/Y) -0.5 2.1 0.4 1.2 0.8

Opened: Marketing Report

Open Rate: Marketing Report (Quarterly Average Percentage)

Sent: Sales Report

Opened: Sales Report

Open Rate: Sales Report (Quarterly Average Pecentage)

Sent: Marketing Report

0

500

1,000

1,500

2,000

2,500


Total Industry Emails: Sent vs Opened

Sent

Opened

Quarterly Report 8

2018 Q4

Public Relations

Quarterly Report 9

2018 Q4

Public Relations

Public RelationsQ1 Q2 Q3 Q4 YTD

Pitches

2018 352 62 97 114 625

2017 199 85 130 112 526

(Y/Y) 76.9% -27% -25% 2% 18.8%

Press Releases

2018 4 4 7 3 18

2017 5 6 6 6 23

(Y/Y) -20.0% -33% 17% -50% -21.7%

Media Visits

2018 18 23 21 17 79

2017 25 20 23 21 89

(Y/Y) -28.0% 15% -9% -19% -11.2%

Media Contacts

2018 497 390 490 344 1,721

2017 381 455 446 458 1,740

(Y/Y) 30.4% -14% 10% -25% -1.1%

Earned Media

2018 $8,763,474 $8,194,283 $3,280,739 $3,899,904 $24,138,400

2017 $18,378,675 $7,117,093 $4,420,387 $6,274,668 $36,190,823

(Y/Y) -52.3% 15% -26% -38% -33.3%

Earned Media Impressions

2018 476,774,236 1,105,681,835 452,827,759 328,086,642 2,363,370,472

2017 1,618,516,299 1,019,693,366 256,955,200 340,454,363 3,235,619,228

(Y/Y) -71% 8% 76% -4% -27%

$0

$2,000,000

$4,000,000

$6,000,000

$8,000,000

$10,000,000

$12,000,000


Earned Media Value

2018 2017

Quarterly Report 10

2018 Q4

Social Media

Quarterly Report 11

2018 Q4

Social Media: Facebook

FacebookQ1 Q2 Q3 Q4 YTD

2018 63,429 64,358 65,829 66,913 66,913

2017 56,804 58,735 60,220 62,005 62,005

(Y/Y) 11.7% 9.6% 9.3% 7.9% 7.9%

2018 39,575 39,862 40,950 41,324 41,324

2017 34,082 37,003 47,573 38,443 38,443

(Y/Y) 16.1% 8% -14% 7% 7.5%

2018 6,934 3,018 8,530 12,803 31,285

2017 38,001 60,941 42,385 36,401 177,728

(Y/Y) -81.8% -95% -79.9% -65% -82.4%

2018 61,702 29,040 77,050 103,128 270,920

2017 141,908 146,318 87,079 123,539 498,844

(Y/Y) -56.5% -80% -12% -17% -45.7%

2018 29,320 6,315 15,297 20,245 71,178

2017 100,276 91,749 73,160 104,978 370,163

(Y/Y) -70.8% -93% -79% -81% -80.8%

2018 2,858 3,325 8,281 9,807 24,271

2017 5,035 4,412 4,220 3,640 17,307

(Y/Y) -43.2% -25% 96% 169% 40.2%

*Non-Residents defined as FB users who identify their location outside of a 2-hour radius of Santa Fe.

Website Referrals

Page Followers

Non-Resident Page Followers *

People Talking About This

Engagement

Non-Resident Engagement *

0

20,000

40,000

60,000

80,000

JAN

FEB

MA

R

AP

R

MA

Y

JUN

JUL

AU

G

SEP

OC

T

NO

V

DEC

Page Followers

Total Followers Non-Resident Followers

0

10,000

20,000

30,000

40,000

OCT NOV DEC

Engagement

Total Engagment

Non-Resident Engagement

Quarterly Report 12

2018 Q4

Social Media: Twitter

Q1 Q2 Q3 Q4 YTD

2018 13,410 13,511 13,732 13,959 13,959

2017 12,088 12,388 12,767 13,047 13,047

(Y/Y) 10.9% 9% 8% 7% 7%

2018 2,027 2,150 2,711 2,555 9,443

2017 2,846 2,461 2,045 2,890 10,242

(Y/Y) -28.8% -13% 33% -12% -7.8%

2018 198,800 245,000 255,800 197,500 897,100

2017 236,900 212,500 218,300 248,500 916,200

(Y/Y) -16.1% 15% 17% -21% -2.1%

2018 202 237 310 353 1,102

2017 249 406 275 318 1,248

(Y/Y) -18.9% -42% 13% 11% -11.7%

*Engagement includes Retweets, Favorites, Replies, and Link Clicks.

Engagement*

Impressions

Twitter

Followers

Website Referrals

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000


Followers

2018

2017

-

1,000

2,000

3,000


Engagement

2018

2017

Quarterly Report 13

2018 Q4

Social Media: Instagram & Pinterest

Q1 Q2 Q3 Q4 YTD

Followers

2018 20,500 21,300 22,461 23,884 23,884

2017 16,234 17,400 18,300 19,400 19,400

(Y/Y) 26.3% 22% 23% 23% 23.1%

Q1 Q2 Q3 Q4 YTD

2018 2,415 2,441 2,507 2,544 2,544

2017 2,329 2,358 2,386 2,400 2,400

(Y/Y) 3.7% 4% 5% 6% 6%

2018 546 509 502 372 1,929

2017 348 365 556 321 1,590

(Y/Y) 56.9% 39.5% -9.7% 15.9% 21.3%

Pinterest

Followers

Website Referrals

Instagram

-

10,000

20,000

30,000


Instagram Followers

2018

2017

2,100

2,200

2,300

2,400

2,500

2,600


Pinterest Followers

2018

2017

Quarterly Report 14

2018 Q4

Social Media: YouTube

Q1 Q2 Q3 Q4 YTD

2018 361 427 475 493 493

2017 302 312 326 341 341

(Y/Y) 16.3% 26.9% 31.4% 30.8% 44.6%

2018 10,288 243,180 267,063 8,077 528,608

2017 7,283 10,436 11,332 8,369 37,420

(Y/Y) 41.3% 2230.2% 2256.7% -3.5% 1312.6%

Subscribers

Views

YouTube

-

100

200

300

400

500

600


YouTube Subscribers

2018

-

20,000

40,000

60,000

80,000

100,000


YouTube Views

2018 2017

Quarterly Report 15

2018 Q4

Trip Advisor DMO Page

*Tripadvisor continues to experience a glitch in their reporting system. As a result, Q4 2018 Pageviews may not be accurate at the time of this report.

Trip AdvisorQ1 Q2 Q3 Q4 YTD

Pageviews

2018 378,557 424,586 332,748 263,659 1,399,550

2017 261,517 342,462 450,583 320,976 1,375,538

Y/Y 44.8% 24% -26% -18% 1.7%

Interaction Rate Percentage

2018 3.3 3.2 2.5 4.2 3.3

2017 7.4 4.3 2.4 2.5 4.2

Y/Y -4.2 -1.1 0.1 1.7 -0.9

Website Referrals

2018 825 245 282 321 1,673

2017 428 212 160 223 1,023

Y/Y 92.8% 16% 76% 44% 63.5%

Beginning in October 2017, TSF began a deeper evaluation of the Santa Fe TripAdvisor page in order to provide

a more comprehensive look at its performance. Going forward, total page views will reflect a sum of all page

views within the Tourism Santa Fe TripAdvisor section, including Attractions, Forums, Restaurants, Destination

pages and the Tourism Overview page. Interaction Rate will be calculated for the Destination and Tourism

Overview pages only, as these pages provide the greatest opportunity for interaction.

-

50,000

100,000

150,000

200,000


TripAdvisor Page views

2018

2017

0.0

2.0

4.0

6.0

8.0

10.0


TripAdvisor Interaction Rate

2018

2017

Quarterly Report 16

2018 Q4

Advertising Impressions

Q1 Q2 Q3 Q4 YTD

Ad Spend

2018 $142,821 $383,385 $170,476 $188,105 $884,787

2017 $95,953 $379,659 $199,141 $237,714 $912,467

Y/Y 48.8% 1% -14% -21% -3.0%

Ad Impressions

2018 18,782,994 45,380,420 23,423,639 25,353,102 112,940,155

2017 14,624,035 44,369,799 24,227,907 32,796,420 116,018,161

Y/Y 22.1% 2.2% -3.4% -29.4% -2.7%

CPM*

2018 $7.60 $8.45 $7.28 $7.42 $7.69

2017 $6.56 $8.56 $8.22 $7.25 $7.65

Y/Y 15.9% 1% 11% 2.4% 0.5%

* CPM = "Cost per thousand impressions" and is a measurement used to determine the cost efficiency of the ad spend.


7,257,195

5,998,175

5,527,624

15,669,510

18,434,236

11,276,674

8,570,593

7,154,4567,698,590

6,189,787

9,613,8709,549,445

4,730,949

6,006,812

3,886,274

18,795,270

15,984,105

9,590,424

8,256,600

4,505,901

11,465,406

19,589,247

8,251,272

4,955,901

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000



2018 2017

Quarterly Report 17

SANTA FE MEDIA QUARTERLY REPORTQ4 2018: OCTOBER-DECEMBER

�1

KEY INSIGHTS - Q4 2018

�2

▸ Q4 2018 marked the second quarter of TSF FY19 fiscal budget; Campaign initiatives include FY19 Core and FY19 Artists in Residence (launched Sept 24)

▸ Total Q4 media spend was $188,105 (+10% Q/Q, -21% Y/Y) and total impressions delivered were 25.4M (+8% Q/Q, -29% Y/Y); quarterly increases were largely due to increased spend in the paid search campaign, and ramp up of the Artists in Residence campaign, while year-over-year decreases were mostly the result of a sharp increase in paid digital tactics during the month of October 2017— including native, standard display and two rich media executions

▸ Despite a decrease in impression output Y/Y, we have seen click and conversion (i.e. landing page visit) metrics increase Y/Y (+29% clicks, +85% CTR, +101% conversions, +183% CVR), and is mostly attributable to the introduction in native display (i.e. Pulsepoint), which has contributed to the #2 source of incoming direct traffic to the site, as well as optimizations to paid search (#1 source of direct traffic)

▸ Q4 digital media KPIs are performing at a 0.73% CTR, 0.41% CVR and $1.29 CPV, all of which are outperforming Q/Q and Y/Y benchmarks ▸ The match-cut creative is performing at a 0.73% CTR for all tactics combined (0.49% in Q3 2018), which is a +49% Q/Q (+88% Y/Y) increase and most likely the result

of optimized placements, including more spend and impression weight focused on Varick’s programmatic tactics

▸ Rocks, Relaxation and Chile creatives are performing the best of all digital match-cut units ▸ Match-cut creative was put into full rotation on Jan 1 2018; Pillar creative was in full rotation for digital display in Q4 2017, while some match-cut creative ran on

New Mexico Magazine and other added value print opportunities

▸ Paid Search performance has seen a big increase in performance in terms of total eligible searches and clicks, with a +142% increase and +123% increase respectively. Click metrics including CTR and CPC are lower Y/Y (-8% and +50%, respectively) and most likely the result of two factors — the optimization of the campaign to include more ‘competitive’ keywords like Albuquerque and New Mexico and some changes that Google has made with the Ads platform that have affected quality scoring

▸ SEM campaign resulting in 1,828 “conversions” in Q4 (i.e visitor guide downloads, enewsletter signups) and $20 CPA; Campaign is now effectively tracking “conversions” — no historical data available but we can use cost per conversion metrics moving forward

KEY INSIGHTS - Q4 2018 (CONT.)

�3

▸ The FY19 Artists in Residence campaign ramped up in Q4 with 5.4M impressions (-16% Y/Y), 4.2K clicks (-40% Y/Y), 0.08% CTR (-27% Y/Y), almost 5K website visits (-11% Y/Y), 0.08% CVR (+14% Y/Y) and a 7% more efficient CPV Y/Y ($4.21 vs. $4.55) — difference in impressions and clicks most likely the change between 100% programmatic vs. use of endemic partners in 2018 ▸ Performance has resulted in more qualified visits/entries YTD, and metrics expected to increase in January when endemic

display banners are in market

▸ Adara Impact Analytics has reported 805 hotel bookings and 1,559 flight bookings in Q4 with an estimated $253,672 in hotel revenue generated by attributable advertising efforts this quarter (+86% Q/Q, +26% Y/Y); this is a significant increase from Q3 — this has also resulted 644 incremental bookings and $94,668 in incremental revenue attributable to marketing efforts (+33% Q/Q, +55% Y/Y)

▸ Note: The ADARA Impact reporting solution has the ability to directly connect all of TSF's digital marketing efforts with airline and hotel reservations for Santa Fe. The summary highlights the direct impacts of our digital advertising efforts as it relates to Hotel Revenue and Flight Bookings to the Santa Fe Regional Airport and the Albuquerque Sunport Airport. Please note: At this time, Hotel Revenue only includes hotel properties that are part of the Adara data partnership. The Adara and TSF teams are working to onboard more downtown properties in order to provide a comprehensive look at Hotel Revenue.

ADVERTISING DELIVERY

�4

▸ Campaign impressions decreased -29% Y/Y with a -21% decrease in media spend Y/Y ▸ Last year, there was an increase in media output in

October due to delivery of digital media including AdTheorent and Undertone

▸ Q4 2017 included 10 media vendors (vs. 5 consolidated vendors this year) ▸ In FY19 we have been taking a more consistent

approach to media/marketing delivery and focusing more on seasonal creative changes

▸ New media introduced in Q4 2018 (Y/Y) includes ARTnews, Southwest Art and ArtistsNetwork (Artists in Residence)

FY19 CORE CAMPAIGN - PRINT SUMMARY

�5

Publication Issue Est. Imps CostTexas Monthly October “Dallas at 40” Issue 300,000 $9,585

New Mexico Monthly October “Southern Stars” Issue 70,000 $2,720New Mexico Monthly November “The Mysteries of the Sands” Issue

70,000 $2,720

New Mexico Monthly December “Ski Valley” Issue 70,000 $2,720Publication Editorial Content 510,000 $17,745

FY19 NEW MEXICO MONTHLY - DIGITAL ADDED VALUE

�6

▸ 200,000 digital community ▸ Site banners (Oct-Dec): 58,278 imp, 107

clicks, 0.18% CTR (+29% Q/Q) ▸ Facebook posts (December - Kids Free):

3,269 reach, 71 engagements, 47 post clicks ▸ Co-Branded Newsletter (December):

29,142 sends, 24.2% open rate, 10,154 opens, 480 total clicks ▸ Open Rate is +20.8% above industry

benchmark according to MailChimp Industry Report (March 2018)

FY19 CORE CAMPAIGN - DIGITAL SUMMARY

�7

Vendor Tactic Imp Clicks CTR% Visits CVR% Cost CPV

Adara Std Display 2,340,069 2,641 0.11% 11,567 0.49% $15,000 $1.30

AdTheorent Mobile RM 4,869,367 26,595 0.55% 6,982 0.14% $30,000 $4.30

Pulsepoint Native 6,551,304 102,615 1.57% 36,682 0.56% $30,000 $0.82

TripAdvisor Sponsorship 1,162,020 2,390 0.21% 19,087 1.64% $15,916 $0.83

Varick PMP Display 5,815,253 16,738 0.29% 9,815 0.17% $18,000 $1.83

Print AV Std Display 59,586 123 0.21% 454 0.76% $0 $0.00

Total All Tactics 20,797,599 151,102 0.73% 84,587 0.41% $108,916 $1.29

*CTR: Green/Red figures represent above/below industry benchmark *CVR/CPV: Green/Red figures represent increase/decrease Q/Q

▸ KPI performance has shown a large improvement Q/Q and Y/Y

▸ Q/Q Benchmark (Q318): .49% CTR, .32% CVR, $1.98 CPV ▸ Y/Y Benchmark (Q417): .39% CTR, .14% CVR, $5.87 CPV

▸ TripAdvisor, Adara, and Pulsepoint were the top display performers for all performance metrics (CTR, CVR, CPV) in Q4

DIGITAL SCREENSHOTS

�8

NATIVE DISPLAY INSIGHTS

�9

‣ Time on page is extremely high averaging 2:24 (compared to benchmark 1:01), meaning people are staying on the page and engaging with the content not just skimming through

‣ Social channels are doing exceedingly well with 8,558 likes and 2,133 Facebook shares; Not only are people engaging with the content, but they are also passing it along to friends and family which can be seen as free publicity and added value

‣ Scroll depth is strong at over 51% (compared to benchmark 43%): scroll depth is how far down the page someone scrolls (not how far down the content); A strong scroll depth in addition to the high time on page is indicative of an engaged audience

‣ Best performing article is “12 Can’t Miss Santa Fe Experiences” with a 0.90% CTR — next best is at 0.23%

‣ “How to Spend a Perfect Weekend in Santa Fe” has had the most on-page actions (i.e. blog subscriptions and visit guide downloads) at 121 — next most is 36

*The engagement score shows the relative performance of a campaign to other campaigns running on Story within the same product category. It analyzes the metrics that were prioritized at the beginning of the campaign for each creative and comes up with a raw score. This raw score is then compared to the raw scores of other creatives within similar campaigns and given a relative position against those.

TRIPADVISOR PDP INSIGHTS

�10

▸ Most engaging article was “7 of Santa Fe’s Best November Events” in October while “How to Spend a Perfect Weekend” was a strong driver in November and December

▸ “Top 10 Things to Do in Santa Fe” was by far the most popular collection in September and into October

▸ *Note: TripAdvisor has been experiencing an error in their reporting for November and December that affecting page views and clicks and we are awaiting an update — numbers will be adjusted upon fix

PAID SEARCH INSIGHTS (FY19 CORE)Campaign Group Cost Imp Clicks CTR% CPC Avg. Pos.

Branded $16,227 551,142 7,414 1.35% $2.19 2.2Brand Pillars $5,251 84,357 1,929 2.29% $2.72 1.4

Competitive Set $16,091 455,207 5,586 1.23% $2.88 2.6Total $37,569 1,090,706 14,929 1.37% $2.52 2.3

▸ The Brand Pillars campaign is best performing performing with CTR 67% higher than the total campaign average, and premium positioning <2.0

▸ New Google Ads regulations, including the inability to include trademarked terms, have made it more difficult to improve quality score and performance in Q4, but Fuseideas is continuously optimizing in order to improve performance metrics and updates are being made for Q1

Best Performing Ads

�11

LEAD GEN SUMMARY - GONEWMEXICO TRAVEL PLANNER

�12

▸ Investment: $2,500 for the year

▸ 548 names and email addresses of requests (-19% Q/Q)

▸ 52,759 impressions to the page

▸ Total $1.14 cost per lead

FY19 ARTISTS IN RESIDENCE - PRINT SUMMARY

�13

Publication Issue Est. Imps Cost

ARTnews Winter ’18-’19 Issue 200,000 $3,750

Southwest Art December “Artistic Excellence” Issue 30,000 $2,205

Publication Editorial Content 230,000 $5,955

FY19 ARTISTS IN RESIDENCE - DIGITAL CAMPAIGN SUMMARY

�14

Vendor Tactic Cost Imp Clicks CTR% Visits CVR% CPV

Varick Programatic/PMP

$11,634 4,826,284 1,745 0.04% 3,321 0.07% $3.50

ArtistsNetworkSocial Media

Program$5,662 340,462 1,977 0.58% 744 0.22% $7.61

Southwest Art Endemic eBlast (AV)

$0 3,157 487 15.43% 45 1.43% $0.00

Total All Tactics $17,295 5,169,903 4,209 0.08% 4,110 0.08% $4.21

▸ On Nov. 7 we rotated in another 300x250 banner, and have seen the CTR go up by 33% from 0.03% to 0.04% due to the message change ▸ The ArtistsNetwork sponsored blog post launched on 10/22 and generated 7,258 pageviews through 12/31

▸ Received a MG newsletter for inability to tag first time around

▸ Added Value banners and eblasts are to continue for ArtistsNetwork, Southwest Art, and ARTnews through January ▸ Varick ran 1,222,365 impressions in December at no charge due to error on their end ▸ We also ran 7,484 banner impressions on TripAdvisor PDP page to further expand our reach for this campaign

*All campaign traffic directed to https://santafe.org/Santa_Fe_Artists_in_Residence website

ARTISTS IN RESIDENCE SCREENSHOTS

ADARA IMPACT DASHBOARD

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*Metrics measuring dates October 1, 2018 — December 31, 2018 Note: The ADARA Impact reporting solution has the ability to directly connect all of TSF's digital marketing efforts with airline and hotel reservations for Santa Fe. The summary highlights the direct impacts of our digital advertising efforts as it relates to Hotel Revenue and Flight Bookings to the Santa Fe Regional Airport and the Albuquerque Sunport Airport. Please note: At this time, Hotel Revenue only includes hotel properties that are part of the Adara data partnership. The Adara and TSF teams are working to onboard more downtown properties in order to provide a comprehensive look at Hotel Revenue.

ADARA IMPACT DASHBOARD (CONT.)

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EST. $94,668 IN INCREMENTAL REVENUE (+33% Q/Q)

*Metrics measuring dates October 1, 2018 — December 31, 2018 Note: The ADARA Impact reporting solution has the ability to directly connect all of TSF's digital marketing efforts with airline and hotel reservations for Santa Fe. The summary highlights the direct impacts of our digital advertising efforts as it relates to Hotel Revenue and Flight Bookings to the Santa Fe Regional Airport and the Albuquerque Sunport Aiport. Please note: At this time, Hotel Revenue only includes hotel properties that are part of the Adara data partnership. The Adara and TSF teams are working to onboard more downtown properties in order to provide a comprehensive look at Hotel Revenue.

NEXT STEPS

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▸ Artists in Residence to conclude in Q1 2019 ▸ FY19 Kids Free Spring Break campaign plan began in Q1 2019 ▸ Rotate in new seasonal and/or initiative content for Pulsepoint ▸ FY19 Contingency Plan, including opportunity for CTV/OTT tactics, to begin in Q2 2019 ▸ Once new pillar landing pages are live, Fuseideas is to revise landing pages for digital and paid search

campaigns

Documents

2018 Q4 | October - December20Q4... · 2019-01-23 · 2018 Q4 Public Relations Public Relations Q1 Q2 Q3 Q4 YTD Pitches 2018 352 62 97 114 625 2017 199 85 130 112 526 (Y/Y) 76.9%