2013 Year in Review
Campaign Success • Hotel business up 6% in National City in 2013 according to Smith Travel Research • In January, February and March – the months we were asked to impact – hotel business was up 15%, 11% and 17% respectively • The following hotels showed more than a 10% increase during July according to city records: – National City Motel – Grand Plaza Inn – Paradise Inn – Sweetwater Inn • The Visit National City website brought $163,341 worth of business to National City hotels in March through October
Hotel Tracking • Created system for Hotel Tracking: May - October tracking how customers heard about Visit National City – Reply forms at each 14% participating hotel Driving By/Sign – $100 gift certificate 28% Radio incentive Flier • Results: Website/Search Engine Newspaper – 64 new names for email Trolley distribution list Social Media 29% 2% Other Advertisement 3% – Solid information about Family/Friend what elements of our Other 11% marketing campaign are 3% resonating with our 5% 3% customers 2%
Advertising Recap
Distribution of the Visit National City brochures increased in 2013 from a single location at the International Visitor’s Center at the Cruise Ship Terminal to Welcome Centers throughout Southern California as well as 5 locations at the San Diego Airport. • San Diego International Visitors Center • San Diego International Airport (5 Locations) • CA Welcome Center Alpine • CA Welcome Center Oceanside • CA Welcome Center Buena Park • CA Welcome Center Yucca Valley • CA Welcome Center San Francisco • CA Welcome Center Barstow • CA Welcome Center Oxnard
Sandiego.com This website drove more than 4725 visitors to the Visit National City website from January through October.
Radio Promotional and sponsorship campaigns to reach Hispanic population on both sides of the border to drive business to National City hotels.
Live appearance on the San Diego Living Show approximately 5 minutes in length. Featured the hidden gems and recent changes in National City: Waterfront Revival New Marina and amenities Pepper Park Vibrant History Victorian Homes Brick Row Kimball Museum Family Friendly Events Mariachi Festival Mabuhay Festival
Social Media Recap
25 Things to See
Facebook Jan. 1, 2013 – Oct. 31, 2013 • 3, 722 total likes, 13% increase from 2012 • 316 new fans • Average of 66.3 people talking about National City • Page impressions – 156.8k, by 65.8k Users
Highest Reach
Twitter Jan. 1 – Oct.31, 2013 • 1,326 total followers • 320 new followers • 472 total tweets • 56% influence rate • 33 @ mentions • 23 retweets
Pinterest Jan. 1 – Oct. 31, 2013 • 10 boards • 79 followers • Following 377 users • 243 pins • 77 likes
Instagram April 26 – Oct. 20, 2013 • 52 Followers • 27 Total Posts • Following 97 users
E-Newsletter • 283 subscribers, 204.3% increase from 2012 • Average open rate of 31.1% – 12.8% higher than the industry average • Average click rate of 6.2% – 3.3% higher than the industry average
Blog • Monthly blog posts on events and happenings in National City • Blogs are showcased on various social media platforms • Content optimized for various search engines
Public Relations Recap
Press Releases • San Diego PR distributed the following press releases in 2013 that highlighted National City attractions, offerings and events: – National City TMD Surpasses 1 st Year Goals – National City Scores Urban Little League Jamboree – Historical Archive Room Open in National City – Spend Summer in National City – National City’s Summer Movies in the Park Series Kicks Off June 14 – Celebrate Independence Day with an Old-Fashioned Carnival at National City’s Kimball Park – Automobile Heritage Day Aug. 4 in National City Honors The Corvette – National City Offers Kid-Friendly Activities – National City Hosts 57 th Annual Salute to Navy – More than 150 Sailors Honored at The 57 th Annual Salute to Navy Luncheon
Sample Coverage UT San Diego – May 2, 2013 Chula Vista Star News -- June 28, 2013
La Prensa – Aug. 16, 2013 Sample UT San Diego – UT San Diego – Night Aug. 24, 2013 & Day – July 31, 2013 Coverage
Awards • Nominated Jacqueline for two awards: – Young Influentials – San Diego Daily Transcript • Won! • Women Who Move the City – San Diego Magazine
2013 Events • VNC supported the following community events: • Mariachi Festival -- April 27 – Attracted 5,000 Attendees – Joined committee and assisted in planning event • Auto Heritage – August 4 – Attracted 6,500 Attendees – Provided extra PR support – Worked in conjunction with planning committee and Mile of Cars staff • Salute to Navy – October 2 – Attracted 300 Attendees – 4 television stations in attendance – Provided PR support and hosted media at event – Live tweeted event on VNC Twitter and posted photos on Facebook
Public Relations Recap • Since January 2013, the National City Tourism Marketing District has received: – More than 53,000,000 impressions – More than $175,600 of media value – More than $500,800 of public relations value • Translated press releases into Spanish: – National City TMD Supera Metas Del Primo – Paso Verano en National City
National City TMD Website Statistics January 1 through October 31, 2013
National City TMD Website Visits Jan 1, 2013 Oct 31, 2013 Audience Overview All Visits Direct Traffic Search Traffic Referral Traffic 100.00% 25.37% 46.13% 25.96% Overview Visits (All Visits) Visits (Direct Traffic) Visits (Search Traffic) Visits (Referral Traffic) 4,000 2,000 February 2013 April 2013 June 2013 August 2013 Visits Unique Visitors Pageviews All Visits All Visits All Visits Key Statistics 23,759 20,895 39,235 • 23,759 Visits Direct Direct Direct • 46.13% from search engines Traffic Traffic Traffic 6,028 5,471 8,724 • 25.96% referrals from other websites Search Search Search • Search is producing the most visits Traffic Traffic Traffic 10,961 9,654 15,417 • Referrals (advertising and content marketing) are producing the second most Referral Referral Referral Traffic Traffic Traffic 6,168 5,640 12,761
Goal Conversions Mar 1, 2013 Oct 31, 2013 Overview All Visits Direct Traffic Search Traffic Referral Traffic 100.00% 12.67% 37.04% 32.12% Overview All Goals Goal Completions (All Visits) Goal Completions (Direct Traffic) Goal Completions (Search Traffic) Goal Completions (Referral Traffic) 300 150 May 2013 June 2013 July 2013 August 2013 September 2013 Key Conversion Statistics Goal Completions Goal Value Goal Conversion Rate All Visits All Visits All Visits • $163,341 in potential business delivered to hotels 2,052 $163,341.28 8.64% • 37.04% of business from search engines • 32.12% of business from referrals (advertising and content marketing) Direct Traffic Direct Traffic Direct Traffic 260 $18,615.46 4.31% • 8.64% of visits to the site are delivered to a hotel booking site. Search Traffic Search Traffic Search Traffic Goal Conversion = A visitor clicks through from 760 $60,074.07 6.93% visitnationalcity.com directly to a booking site for one of the TMD hotels. Referral Traffic Referral Traffic Referral Traffic NOTE: Measurement began in March 2013. 659 $55,000.08 10.68%
U.S. vs Mexico Conversions United Goal Business from Mexico Goal Visits New Visits Conversion Goal Value States Completion Rate All Visits 14,044 11,818 1,638 11.66% $129,418.39 • 21% of all website visits were from Mexico Search Traffic 5,519 4,652 494 8.95% $38,326.80 • 12.5% of goal conversions were Referral Traffic 5,020 4,526 557 $46,128.87 11.10% from Mexico Direct Traffic 2,965 2,428 227 7.66% $16,178.66 • Visitnationalcity.com delivered Goal Completion Goal Conversion Mexico Visits New Visits Goal Value Rate $21,417 in potential business from Mexico directly to hotel All Visits 4,801 4,330 255 5.31% $21,417.47 sites since March. Search Traffic 4,583 4,135 228 4.97% $19,115.06 • 89% of conversion value from Referral Traffic 170 160 26 $2,302.41 15.29% Mexico is attributable to search. Direct Traffic 30 27 0 0.00% $0.00
Strategic Partnerships
• SDPR coordinated the Visitor Center Network meeting at Pier 32 Marina on March 15 • More than 30 representatives from various hotels and visitor centers from around the county attended the event, toured the marina, and heard a presentation from Lady Janice Martinelli about all the things that National City has to offer.
Chamber Partnerships • El Centro • Temecula • San Bernardino • Corona • Yuma, AZ • Phoenix, AZ • Tucson, AZ • Orange • Alpine • Santa Ana • Irvine • Newport Beach • Las Vegas, NV • Tijuana, Mexico
• Imperial Valley – Featured in Imperial April E-Newsletter – Brochure was mailed to chamber members
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