wednesday, october 9th, 2019, 2:00 p.m. agenda...the october newsletter launched on thursday...
TRANSCRIPT
Franklin County Tourist Development Council Board Meeting
Eastpoint Visitor Center Wednesday, October 9th, 2019, 2:00 P.M.
AGENDA
1. Welcome/Call to Order Chair 2. Prayer and Pledge of Allegiance 3. Quorum Announcement 4. Amendments to Agenda 5. Approval of the Minutes of August 14th, 2019 Action Item Davis 6. Administrative Reports
• Financials • FCTDC Collections Report Solomon • Expenditures to Budget Davis
Promotions Reports
• Media Report Clark
• Web Master Report Kendrick • Video Report Rolstad
• Visitor Center Report Lane
Visitor Numbers
• Administrative Items Solomon
7. Continuing Business Key Data Software Action Item 8. Reports by Local Government Representatives City of Apalachicola Mayor Johnson City of Carrabelle Mayor LaPaz Franklin County Comm Jones 9. Reports from Member Organizations 10. New Business 11. Public Comment 12. Board Comments 13. Meeting Announcements: Wednesday, 11/09 2:00pm TDC Board Meeting
at Eastpoint Visitor Center
BAY MEDIA DESIGN . MARKETING . CONTENT
September 24,2019To; TDC Board Members
From: C. Clark
Subject: September Marketing Report
METRICS ANALYSIS OF OCTOBER NEWSLETTER
The October newsletter launched on Thursday September 19 to 57,215 recipients. There were 42 trackable links embedded into the newsletter. The reader open rate averaged 14.7% and the click-through averaged 7.5%. The highest numberof click-throughs registered as follows: Seafood Getaway graphic 15%, Ghostwalk 9.8%, Lantern Pest 7.8%, SeafoodFestival 7.3, Museum Day 3.9%.
EMAIL MARKETING DATABASE DETAILS:Total Database: June 19, 2011: 7,410Total Database: August 5, 2019: 57,815
GETAWAYS
1. Seafood/Culinary Getaway launched August 20. So far, signups total 1902 - the most so far for any single getaway.
MARKETING/MEDIA COORDINATION
1. 2019-20 Advertising Research2. Production: Visit Florida Travel Map3. Production: Visit Florida Vacation Guide
4. Production: Coast Line TDC pgs5. Production: COCA banner ads
4. Content - Fall Events
5. Content - Followup on Franklin Co. VF visit6. Visiting Journalist coordination - Outdoor Canada Magazine7. Convert TripAdvisor from Destination page to banner advertising within existing contract
REQUESTED ACTION1. Nashville Lifestyles - Distribution 120,000. Issue: March - editorial content: beach guideFull page and two smonths of digital banners $3,180.602. Food & TVavel Winter - Distribution 600,000. Issue: Winter Travel with editorial focus on sensational shores andsouthern warmth. Full page and 2 full pages of editorial. Digital to include video link on online magazine, social mediaand digital ads. $5,700.3. USA Today Superbowl LIV Game preview edition - Distribution: 500,000.The publication will be made available side-by-side the daily USA TODAY newspaper at nationwide locations includingmajor newsstands, bookstores, mass and specially stores, supermarkets and international airports at a cover cost of $4.95.Half page $5,7004. Canadian Marketing Presence. Either this: VF Co-op Canadians Guide - an insert in 3 Canadian magazines: CanadianTraveller, Key Notes on Travel (trade) and Explore (Canada's Outdoor Magazine) Distribution: Three 1/3 page print adsin each magazine, 1 article, 50,000 banner impressions ROS, 6 enewsletters banner ads: $5694 or this: 2019 Travel Guideto Florida (Canada) - Distribution: 90,000. $4674 full page and full page editorial free.6. VF Co-op - Nature's Lover's Guide to Florida. Distribution: 155,000. Feb-April 1/3 page: $1630.20
7. Permission to contract for up to $10,000 of advertising between meetings if consistent with market and approval ofExecutive Director and Marketing Chairman.8. Permission to replace one of the two interpretative signs out front: Cost is approx. $150 to print new metal sign.
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Franklin County TDC Report
Franklin County TDChttps://www.�oridasforgottencoast.com
Sep 1, 2019 - Sep 30, 2019 ▼
September Internet Marketing Update Provided by 2K Web Group - October 2, 2019
Þ Visitor Guide Requests: 147
Þ Visitor Guide Online Reads: 258
Þ Accommodation “Lead” Requests: 92
Þ Newsletter Signups: 101
Þ Getaway Signups: 849
Þ Most popular pages on the website include SGI, Places to Stay, Apalachicola, Seafood Getaway,
Carrabelle. Þ Top cities that visit our website include Orlando, Tallahassee, Atlanta, Nashville, Birmingham
Þ Organic search continues to be a growing source of website traffic, attributing to 8,918 sessions in
September. Organic search traffic was up 23% compared to September 2018. Five blog posts were
published on the website in September:
1. Calling All Sea-Foodies: Our New Giveaway is a Culinary Dream-Come-True
2. Fall into October Events on Florida’s Forgotten Coast 618 views! 3. The 2019 Florida Seafood Festival Is Sure to Be a Shucking Good Time
4. Visit Florida Wraps Up 12-Stop Tour in Franklin County
5. 5 Reasons to Visit Florida’s Forgotten Coast this Fall
Þ Paid ad campaigns generated a total of 7,859 visits to the website in September. The campaigns are on-
going.
Þ Social media efforts are a major driving force of website traffic and now ranks #3 in overall promotion
traffic.
§ Social Followers 96,498 - Social impressions 235,500 - Social engagements 9,930 - Social link
clicks 3,760
§ On-going promotion of the Seafood Getaway on all social media channels. In September social
media alone accounted for over 70% of all signups!
Website Tra�c Summary
Organic Search
Paid Search
Social
Direct
Display
Referral
Paid Social
Print / Banner
others
35.2%
5.6%
6.7%
15.8%
25.6%
Sessions
25,310 -22.1%
Pageviews
51,424
Bounce Rate
61.70%
Channel Sessions Pageviews Bounce Rate
Organic Search 8,918 19,234 57.77%
Paid Search 6,470 14,730 60.54%
Social 3,994 6,373 69.25%
Direct 1,696 3,126 71.11%
Display 1,420 2,463 75.14%
Email 1,118 2,318 56.71%
Referral 915 1,951 59.67%
Paid Social 658 919 43.16%
Print / Banner 101 244 35.64%
(Other) 19 65 36.84%
▼
Limited to top 10
Organic Search
googlebingyahooduckduckgoaskecosia.orgavg
5%
90.2%
Sessions
8,918Pageviews
19,234Bounce Rate
57.77%
Keyword Clicks Impressions
st george island 351 19,154
apalachicola 160 10,325
st george island �orida 135 4,289
forgotten coast 127 1,059
alligator point 125 1,650
apalachicola seafood festival 92 644
alligator point �orida 87 996
st. george island 87 4,264
up to no good tavern apalachicola 65 101
st george island � 59 1,134
▼
Limited to top 10 keywords in Google Search
Paid Search Campaigns
Sessions
6,439Pageviews
14,692
Keyword Clicks Bounce rate
st george island 2,104 64.04%
apalachicola 1,121 58.55%
carrabelle 318 64.41%
+st. +george +island +�orida 280 60.69%
apalachicola � 275 51.88%
st. george island �orida 255 54.09%
+apalachicola +�orida 235 54.85%
apalachicola �orida 202 55.17%
forgotten coast 201 56.16%
+st +george +island +� 192 56.85%
▼
Limited to top 10 keywords
Paid Display Campaign
Sessions
1,420Pageviews
2,463
Campaign Clicks Bounce rate
Kids in School 576 82.83%
Snow Birds 521 72.71%
Empty Nesters 261 62.25%
▼
Limited to top 5 campaigns
Paid Print Campaigns
Sessions
101
Pageviews
244
Campaign Sessions Pageviews Bounce Rate
coca / banner 67 156 40.3%
coastline-magazine / print 17 36 17.65%
Coastal Angler / print 5 21 20%
shermans-travel / banner 3 11 33.33%
visit-�orida-vacation-guide / print 2 5 50%
food-travel / print 1 1 100%
travel-guide-�orida / banner 1 2 0%
villages-annual-guide / print 1 2 0%
garden-gun / print 1 6 0%
local-palette / print 1 1 100%
emerald-coast-magazine / print 1 2 0%
New Orleans / print 1 1 100%
▼
Limited to top 20 campaigns
Accommodation Requests
Total Completions
Sep 1 Sep 3 Sep 5 Sep 7 Sep 9 Sep 11 Sep 13 Sep 15 Sep 17 Sep 19 Sep 21 Sep 23 Sep 25 Sep 27 Sep 29
0
5
10
15
Total Completions
92
Channel Total Completions
Organic Search 36
Paid Search 31
Social 11
Email 4
Direct 4
▼
Organic Search
Paid Search
Social
Direct
Referral
Display
Print / Banner
39.1%12%
33.7%
Limited to top 5
Visitor Guide Requests
Total Completions
Sep 1 Sep 3 Sep 5 Sep 7 Sep 9 Sep 11 Sep 13 Sep 15 Sep 17 Sep 19 Sep 21 Sep 23 Sep 25 Sep 27 Sep 29
0
5
10
15
Total Completions
147
Channel Total Completions
Paid Search 49
Organic Search 46
Social 21
Direct 11
Display 8
▼
Paid Search
Organic Search
Social
Direct
Display
Paid Social
Referral
33.3%7.5%
14.3%
31.3%
Limited to top 5
Newsletter Signups
Total Completions
Sep 1 Sep 3 Sep 5 Sep 7 Sep 9 Sep 11 Sep 13 Sep 15 Sep 17 Sep 19 Sep 21 Sep 23 Sep 25 Sep 27 Sep 29
0
5
10
15
Total Completions
101
Channel Total Completions
Paid Search 32
Organic Search 24
Social 24
Direct 8
Email 5
▼
Paid Search
Organic Search
Social
Direct
Referral
Paid Social
Display
31.7%
5%
7.9%
23.8%
23.8%
Limited to top 5
Getaway Signups
Total Completions
Sep 1 Sep 3 Sep 5 Sep 7 Sep 9 Sep 11 Sep 13 Sep 15 Sep 17 Sep 19 Sep 21 Sep 23 Sep 25 Sep 27 Sep 29
0
50
100
150
200
Total Completions
849
Paid Social
Social
Print / Banner
Organic Search
Direct
Paid Search
Referral
Display
40.4%
12.7%
31%
Channel Total Completions
Paid Social 343
Social 263
Email 108
Print / Banner 46
Organic Search 31
▼
Limited to top 5
Most Popular PagesPage Sessions Pageviews Bounce Rate
/st-george-island/ 4,090 5,682 61.1%
/ 3,050 3,858 65.77%
/places-to-stay/ 2,482 3,841 63.86%
/apalachicola/ 2,052 2,779 59.02%
/getaways/seafood-culinary-getaway/ 1,194 1,591 42.21%
/carrabelle/ 1,021 1,460 66.21%
/alligator-point/ 720 1,108 71.39%
/events/ 713 1,964 61.85%
/event/�orida-seafood-festival/2019-11-01/ 681 971 60.65%
/things-to-see-do/ 567 1,170 50.97%
/2019/09/fall-into-october-events-on-�oridas-forgotten-coa… 467 618 87.37%
/event/apalach-oktoberfest/ 284 446 52.46%
/places-to-stay/vacation-rentals/ 271 1,274 32.1%
/things-to-see-do/beaches/ 236 504 76.27%
/places-to-stay/campgrounds/ 227 553 33.92%
/eastpoint/ 227 379 61.67%
/business/up-to-no-good-tavern/ 199 248 63.32%
/things-to-see-do/webcams/ 184 270 50%
/2019/08/butter�y-fans-�utter-down-to-the-forgotten-coast-… 179 274 82.68%
/event/lantern-fest/ 178 298 75.84%
/things-to-see-do/�shing/�shing-resources/seasonal-�shin… 174 216 71.84%
/2019/08/escape-to-eastpoint-enjoy-fall-lodging-discounts-i… 142 196 64.79%
/event/chestnut-street-cemetery-ghostwalk/ 131 212 77.1%
/things-to-see-do/food-drink/ 110 892 71.82%
/events/list/?tribe_paged=2&tribe_event_display=list 95 174 50.53%
▼
Limited to top 25
Top CitiesCity Sessions Pageviews Bounce Rate
Orlando 2,274 3,744 65.66%
(not set) 1,472 2,998 68.55%
Tallahassee 1,300 2,515 57.08%
Atlanta 1,240 2,145 65.32%
Eastpoint 895 1,700 60.67%
Nashville 554 1,166 58.12%
Birmingham 511 1,092 61.45%
Blountstown 425 1,233 55.29%
Chicago 387 710 68.48%
New York 271 528 69.37%
Miami 240 391 65.83%
Jacksonville 220 407 58.64%
Louisville 204 396 63.73%
Port St. Joe 195 395 63.08%
Dallas 177 300 67.8%
Charlotte 173 295 67.05%
Tampa 159 343 62.26%
Indianapolis 157 337 56.05%
New Orleans 147 241 67.35%
Crawfordville 141 260 64.54%
Apalachicola 135 257 66.67%
Gainesville 118 231 62.71%
Columbus 114 278 51.75%
Memphis 110 257 56.36%
Knoxville 107 257 53.27%
▼
Limited to top 25
Franklin County Tourist Development CouncilAnnual Website Visitors
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019January 2,622 3,948 7,713 9,378 7,584 11,456 16,766 18,277 17,282 29,767 32,636February 2,737 3,476 7,356 9,174 8,861 11,552 16,417 18,532 19,869 29,210 31,598March 3,597 3,912 10,907 10,365 8,874 15,354 20,661 20,660 22,022 32,261 34,721April 3,210 3,836 12,795 12,055 9,325 16,204 17,170 19,740 17,780 19,362 44,335May 3,383 10,291 14,839 11,556 10,224 17,221 19,914 21,895 24,281 22,293 39,537June 3,748 24,312 17,725 11,092 12,708 18,918 23,585 25,032 25,190 26,457 32,315July 4,229 28,390 25,873 9,512 11,530 18,811 22,927 26,083 20,201 35,104 31,021August 4,115 20,618 19,323 7,754 9,789 14,303 13,911 22,147 13,708 44,838 27,977September 3,447 15,375 23,205 5,825 10,664 11,578 13,202 19,487 13,555 32,483 25,310October 3,714 11,933 23,548 5,474 9,431 11,977 13,226 18,760 11,729 43,887November 2,968 6,750 19,932 3,960 7,071 11,210 11,305 11,941 17,341 20,343December 2,869 5,870 13,462 4,078 6,688 8,819 8,848 12,807 20,576 30,331Annual Total 40,639 138,711 196,678 100,223 112,749 167,403 197,932 235,361 223,534 366,336 299,450
8,000 Ad spend 2011 - October6,800 Ad spend 2011 - November5,400 ad spend 2011 - December
2019 VISITOR TRACKING
Month Apalachicola EPVC SGI Carrabelle TotalJanuary 1,403 295 423 121 2,242 February 2,111 326 1,195 201 3,833 March 2,343 440 1,282 348 4,413 April 2,216 361 1,094 210 3,881 May 1,849 320 840 115 3,124 June 2,386 378 1,097 181 4,042 July 2,263 318 1,524 183 4,288 August 1,810 213 910 99 3,032 September 1,441 184 872 53 2,550 OctoberNovemberDecember
TOTAL 31,405
FCTDC Expenditures to Budget FY 2018-19October 2018 - September 2019 YTD
Budgeted Category Budget Expensed YTD Balance % spent ADMINISTRATION 112,000.00$ 111,999.99$ 0.01$ 100.0% PROMOTIONS Grants for Non Profit Events 111,450.00$ 52,006.59$ 59,443.41$ 46.7% $2000 Event Promotions 56,525.00$ 24,242.39$ 32,282.61$ 42.9% $5000 Major Event Promotions 51,925.00$ 27,764.20$ 24,160.80$ 53.5% New Promotional Opportunities 3,000.00$ -$ 3,000.00$ 0.0%
Other Promotions 588,709.00$ 438,315.30$ 150,393.70$ 74.5% Internet 262,741.00$ 261,195.83$ 1,545.17$ 99.4% Website Revisions 2,000.00$ -$ 2,000.00$ 0.0% Print 197,868.00$ 92,733.28$ 105,134.72$ 46.9% TV, Radio and Webcams 51,700.00$ 50,175.00$ 1,525.00$ 97.1% Welcoming Tourists 19,900.00$ 15,119.49$ 4,780.51$ 76.0% Partnerships/ Co-ops 13,500.00$ -$ 13,500.00$ 0.0% Special Events/Outreach 41,000.00$ 17,618.70$ 23,381.30$ 43.0% Miscellaneous Promo - TDC Tent -$ 1,473.00$ (1,473.00)$ INFRASTRUCTURE Aid to Private Agencies (Non Profit) 269,841.00$ 247,500.00$ 22,341.00$ 91.7% Visitor Centers 180,000.00$ 180,000.00$ -$ 100.0% Museum Grants 89,841.00$ 67,500.00$ 22,341.00$ 75.1%
Aid to Local Government 367,195.00$ 347,000.00$ 20,195.00$ 94.5% Land Acquisition (Loan) 160,195.00$ 260,000.00$ (99,805.00)$ 162.3% Beach Clean Up (12.5k/Q) 75,000.00$ 75,000.00$ -$ 100.0% Bridge Clean Up (3k/Q) 12,000.00$ 12,000.00$ -$ 100.0% Other local government support 120,000.00$ -$ 120,000.00$ 0.0% (County - SGIB)
Machinery and Equipment - 6401 -$ -$ 0.0%Operating Supplies - 5200 (Desk) 289.78$
Maintenance & Repair -4600 20,000.00$ 1,017.21$ 18,982.79$ 5.1% Total 1,469,195.00$ 1,197,839.09$ 271,355.91$ 81.5%
Visit Florida Grant 174,000.00$ 173,893.60$ 99.9%Campaign Content Materials 3,000.00$ 3,000.00$ Print Marketing - Visitor Guide Reprint 39,491.00$ 40,640.71$ Print/Digital/Geotargeted/Website Blogs 79,834.40$ 81,262.06$ Social Media Campaign/Website Content 16,380.00$ 15,142.54$ Videography/ Television 35,294.60$ 33,848.29$ Total Visit Florida Grant Budget $174,000.00 173,893.60$
Note: Refund Check from Spectrum Overpayment 8,453.50$
Updated 10/08/2019