July 2014 Marketing & Communications Report
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1 July 2014 Marketing & Communications Report DoorCounty.com - Web Site Visits (Sessions) ,759 55,059 65,624 79, , , , , ,107 92,311 40,577 41,304 1,174, ,770 55,941 69,321 82, , , , , , ,061 42,477 38,972 1,236, ,752 60,914 73,788 97, , , , , GOAL 65,045 57,060 70,707 84, , , , , , ,262 43,327 39,751 1,261,461 % TO GOAL 104% 107% 104% 115% 111% 120% 116% 0% 0% 0% 0% 0% 67% DoorCounty.com - Web Site Unique Visits (Users) ,972 40,381 46,082 55,162 84,072 99, , ,157 83,247 65,224 29,834 29, , ,969 39,543 47,802 56,542 74,280 99, , ,267 94,554 76,239 31,854 29, , ,585 44,432 53,863 70,461 86, , , , GOAL 45,868 40,334 48,758 57,673 75, , , ,632 96,445 77,764 32,491 30, ,590 % TO GOAL 108% 110% 110% 122% 114% 125% 121% 0% 0% 0% 0% 0% 69% DoorCounty.com - Average Page Views Per Session DoorCounty.com - Average Length of Session (minutes) Door County Visitor Bureau - July 2014 Marketing and Communications Report Page 1 of 7
2 DoorCounty.com - Mobile Web Site Useage ,014 6,861 9,092 11,831 20,398 27,585 37,251 33,290 25,185 18,002 8,146 9, , ,219 13,336 16,952 19,449 30,015 49,594 69,397 61,021 47,761 38,867 7,934 7, , ,872 10,927 28,446 38,478 48,903 72, , ,925 DoorCounty.com - Top Ten Most Requested Pages for the Month 1) Home Page 2) /where-to-stay 3) /events 4) /what-to-do 5) /plan-your-trip 6) /plan-your-trip/visitor-guide 7) /where-to-dine/where-to-dine 8) /where-to-stay/hotel-motel-inn 9) /where -to-dine 10) /where-to-stay/campground DoorCounty.com - Top Ten Sources 1) google/organic 2) doorcounty.com/referral 3) (direct)/(none) 4) bing/organic 5) yahoo/organic 6) doorcounty.com/ 7) Google/PPC 8) cloud.innline.com/referral 9) travelwisconsin.com/referral 10)dnr.wi.gov/referral Social Media: Facebook Impressions , , , , , , , , , , ,198 1,156,708 4,006, , , , , , , ,530 3,417, , , , ,391 11,723, ,072, ,549 1,256,786 1,140, , , ,971 6,965,661 Post Views ,566 44,999 52,921 46,245 41,652 47,465 61,081 75,506 63,265 45, , ,232 1,059, , , , , , , , , , ,945 75, ,674 4,978, , , , , , , ,068 2,544,872 Page Views ,485 3,072 2,377 1,735 2,383 2,542 1,382 1,227 1,222 2,312 3,948 2,432 27, ,372 2,134 3,474 8,976 5,164 5,398 6,440 7,471 7,069 4,702 1,637 1,870 57, ,533 13,566 3,181 3,624 3,358 3,963 8,419 47,644 "Talking about this" , ,612 2,187 2,575 8,622 6,402 26, ,392 7,919 8,284 9,445 10,709 11,474 14,225 41,084 19,793 26,352 16,522 19, , ,365 2,593 26,711 20,398 15,819 14,701 18, ,361 Door County Visitor Bureau - July 2014 Marketing and Communications Report Page 2 of 7
3 Social Media: Twitter Followers January February March April May June July August September October November December Annual % Growth ,352 1,392 1,430 1,427 1,514 1,559 1,625 1,668 1,702 1,764 1,795 1,833 36% ,833 1,975 2,032 2,109 2,187 2,235 2,340 2,402 2,426 2,479 2,537 2,589 41% ,654 2,701 2,747 2,797 2,910 3,050 3,180 Social Media: Insider Expert Blog Page Views ,143 1, , * 1,107 2,238 3,359 3,788 3,458 4,580 4,730 2,990 3,111 1, , ,160 2,141 3,525 2,602 3,311 2,913 3,887 20,539 *In February 2013 the Insider Expert blog views replaced the former staff blog numbers Pay-Per-Click Results program started in April 4,419 5,573 6,411 6,453 4,845 5,718 4,906 3,321 3,882 45, Program started in March 3,222 3,797 5,110 4,532 4,997 4,945 4,108 4,033 3,156 n/a 37, ,432 2,748 3,473 9,955 4,940 5,260 4,203 33,011 Door County E-Newsletter - Number of s Sent (with r s) , , , , , , , , ,240* 411, , ,394 4,568, , , , , , , , , , , , ,833 3,856, , , , , , , ,220 2,094,751 *R happened in October Door County E-Newsletter - Open Rates % 12.70% 14.10% 17.20% 19.90% 13.30% 15.40% 17.20% 17.90% 16.90% 15.80% 15.50% 16.05% % 20.60% 20.00% 21.10% 25.20% 21.10% 21.40% 24.00% 23.80% 24.80% 24.10% 22.00% 22.33% % 24.20% 31.70% 30.10% 25.80% 26.90% 26.90% 27.27% Door County E-Newsletter - Click Thru's % 2.80% 2.00% 2.10% 2.80% 1.60% 2.10% 1.70% 2.30% 1.70% 2.00% 1.30% 2.19% % 2.70% 2.70% 3.00% 4.20% 3.30% 3.40% 3.50% 3.80% 3.20% 2.80% 1.90% 3.11% % 2.30% 4.40% 4.20% 3.90% 4.60% 4.70% 3.86% Door County Visitor Bureau - July 2014 Marketing and Communications Report Page 3 of 7
4 Advertising - Programs & Campaigns January February March April May June July August September October November December 2012 Image/NOR NOR Image Image/FOB* Image/FOB* Image/LGBT Image/LGBT Image/LGBT Im/LGBT/SDSD Image/SDSD Im/HHN/LGBT Image 2013 Image/NOR NOR Image/LGBT Image/LGBT Image Image Image/LGBT Image Image/SDSDC Image/SDSD Image Image/NOR 2014 Image/NOR NOR/Image Image Image/SOB Image/FOB* Image Image *SOB = Season of Blossoms **KSD = Kingdom So Delicious ***HHN = Holidays and Holly Nights **** NOR = Nature of Romance *****SDSDC = So Delicious. So Door County. Advertising - Gross Impressions January February March April May June July August September October November December Total , ,727 7, ,717 6,653,500 7,246,016 12,858,131 2,690,628 1,982, ,418 1,648, ,436, , , , ,644 4,759,128 7,494,467 6,332,927 6,046,422 2,911,882 1,136, , ,743 29,750, ,620 2,777,134 9,058,615 8,790,285 6,753,942 2,772, ,724 31,127,997 Advertising - Media Placed 2014 January February March April May June July August September October November December Total Total Paid $2,367 $27,519 $172,414 $132,000 $128,163 $50,744 $6,564 $519,771 Co-Op Dollars $2,837 $12,415 $18,127 $18,802 $7,520 $800 $800 $61,301 Barter Dollars $725 $337 $27,343 $27,130 $3,665 $40,942 $100 $100,242 Unpaid Dollars $0 $0 $0 $0 $0 $0 $0 $0 Explore The Door Video Travel Show Activity (views/downloads) ,558 5,606 7,296 7,315 10,554 13,237 17,945 13,338 9,224 7,172 4,293 4, , ,334 5,378 6,134 5,397 6,601 7,420 9,686 8,201 6,158 5,112 1,871 2,168 70, ,631 2,354 3,253 3,705 5,065 6,695 8,201 31,904 Media Marketing Program - Impressions ,227, ,742 17,200,525 10,142,348 13,876,785 3,979,061 1,379,279 1,762,561 8,028,122 3,258, ,968 9,884,333 94,558, ,670,178 8,638,771 10,208,354 1,933,183 1,028,329 20,328,268 8,173,056 31,790,411 9,995, ,691,328 4,298,436 7,342, ,097, ,852,999 40,986,204 27,772,140 5,314,961 20,193,969 44,435,235 71,687, ,243, GOAL 8,332,195 1,457,200 7,827,279 7,829,330 9,442,041 2,939,581 26,753,593 8,803,012 11,286,421 24,607,543 4,761,510 7,881, ,921,540 % TO GOAL 454% 2813% 355% 68% 214% 1512% 268% 0% 0% 0% 0% 0% 204% Door County Visitor Bureau - July 2014 Marketing and Communications Report Page 4 of 7
5 Media Marketing Program - Ad Value Equivalency 2012 $794,635 $38,569 $1,066,547 $824,094 $182,636 $35,195 $16,126 $79,036 $20,382 $77,307 $57,513 $24,852 $3,216, $13,829 $50,527 $25,621 $51,532 $28,678 $44,542 $59,408 $1,400,537 $30,423 $149,500 $50,362 $72,869 $1,977, $104,143 $93,897 $503,719 $75,517 $153,280 $107,290 $227,097 $1,264,943 Media Marketing Program - Visiting Journalists GOAL % TO GOAL 75% 125% 110% 250% 0% 0% 0% 80% Group Tour Contacts , , GOAL ,738 % TO GOAL 100% 177% 104% 64% 125% 223% 144% 0% 0% 0% 0% 0% 81% Group Tour Inquiries GOAL % TO GOAL 161% 76% 100% 150% 56% 350% 160% 0% 0% 0% 0% 0% 79% Door County Visitor Bureau - July 2014 Marketing and Communications Report Page 5 of 7
6 Meeting/Event Planner Contacts , , GOAL ,421 % TO GOAL 108% 125% 135% 102% 82% 209% 145% 0% 0% 0% 0% 0% 67% Meeting/Event Planner Inquiries GOAL % TO GOAL 51% 81% 52% 130% 140% 138% 96% 0% 0% 0% 0% 0% 57% Trade Show Participation Door County Welcome Center - Visitors ,140 1,694 1,992 5,154 9,134 12,928 10,888 8,780 6,294 1, , ,057 1,258 1,565 4,514 8,201 13,047 12,260 8,305 7,451 1,415 1,075 60, ,093 1,424 4,682 7,859 11,926 28,684 Door County Visitor Bureau - July 2014 Marketing and Communications Report Page 6 of 7
7 Visitor Guide Requests 2012 Hard Copy 3,185 1,540 2,402 5,261 3,461 3,126 3,378 2,464 1, , Online ,095 1,396 2,176 2,220 2,624 1,996 1, , , Hard Copy 2,875 1,944 2,505 4,154 3,711 3,780 4,575 2,887 1, , Online 1,044 1,076 1,585 2,632 3,281 3,885 4,519 3,698 2,499 1, , Hard Copy 2,599 2,930 3,280 4,216 3,284 5,191 4,702 26, Online 1,580 1,985 3,082 3,144 3,478 5,315 5,994 24, Combined Goal 3,958 3,050 4,131 6,854 7,062 7,742 9,185 6,651 4,226 2, ,714 % TO GOAL 106% 161% 154% 107% 96% 136% 116% 0% 0% 0% 0% 0% 90% Incoming Telephone Calls to Visitor Information Center ,002 1, ,218 1,920 2,271 2,890 2,289 1,995 1, , , ,152 1,774 1,790 3,149 2,345 1,809 2, , , ,379 1,788 2,168 2,707 10,936 Door County Visitor Bureau - July 2014 Marketing and Communications Report Page 7 of 7
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