TVPC 5.11.16 - City of Folly Beach

Folly Beach TVPC Minutes, 20160511, page 1 of 2
Introductory, TVPC Meeting
The following were present: Carl Hally, Vince Perna, Sunnee Clark, Alan
Kleinfeld, Nancy Moore, Kerry Hupp, and Alan Kleinfeld; Robin Brooks,city staff. Missing
was committee member, Wesley Bloomfield. Soraya McKay and Jackie Wazir
represented Little Dog Agency. Visitor John Merritt was also present.
Minutes of the last meeting were unanimously approved on a motion by Perna
and second by Klienfeld.
Remarks and Updates by the Chair Hally
Chair Hally noted several anecdotal examples of increased off-season activity as
did other committee members. He pointed out that the CVB has published an intent to
focus more on the off-season and on in-state visitors.
Treasurer’s Report
Treasurer Clark reported that we have $72,401 remaining and that a new year
fiscal year begins October 1. While we have about 2 years to spend monies allocated to
the TVPC, it is not wise to carry over large amounts. Chair Hally spoke of the possibility
of spending limited funds, within SC guidelines, for needs beyond advertising, e.g., a
sign pointing out wildlife or historical information. Clark’s report is attached.
New Business
Folly History: Dr. Katherine Houghton presented a Powerpoint program on
Folly’s history. Speaking from her photographic expertise, she showed photos from the
Civil War; and postcards, brochures, and photos from after the Civil War through the
1960s. She is now gathering and curating an oral history of Folly. Possible uses of this
material include tours of historic sites and museum space for copies of the photos.
Review of This Year’s Promotion Campaign: Soraya McKay presented
extensive information to recap the year’s efforts (attached), and to show improvement in
hits to the new website and an explosion of interest through viral reposting of photos on
the FaceBook page. Website examples:
• Page views are up 322.8% 2014 over 2016 and new visitors 83%.
• Regional origins indicate needed changes in focus.
• Areas targeted by radio advertising resulted in an increase of 412% hits to
the website.
• Increasingly, searches come from “direct” searches where the searcher uses
a more specific search than just “Folly Beach.”
• Demographic targets are being reached.
Using this information, McKay will suggest additional targeting by the businesses
represented in Folly Association of Businesses.
McKay made some tentative recommendations, including:
• Discontinuing the USA Today buy
• Continuing with the Raycom buy
• Spending more to boost the excellent Facebook results
• Replacing Asheville with some other city, perhaps Raleigh, in radio
advertising
Folly Beach TVPC Minutes, 20160511, page 2 of 2
In discussion about this information and recommendations, committee members
suggested, among others, more emphasizing of weddings, piggybacking on the Cooper
River Run, and using Folly’s wildlife (e.g., a camera trained on the osprey nest).
The committee approved expenditures for decals and more rack cards.
The impact of all these efforts must show up in the A-tax to be relevant. Perna
presented A-tax information, which did show increases of slightly over 9% for the first
quarter of 2016 over 2015. There were questions about how A-tax revenue is computed
and distributed.
Chair Halley asked McKay to come prepared to recommend a program for the
next fiscal year at our next meeting, which will be June 8.
Respectfully submitted,
Nancy Moore, Secretary
TVPC ACCOUNT
Date
COH
Debit
Credit
03/09/16 208,196.00 ######### 7,016.00
Balance
100,595.35
TVPC (LDA) BUDGET
Date
Budget
Debit
Credit
03/09/16 180,002.00 ######### 7,016.00
Balance
72,401.35
Account#
Account Name & Detail
70.5000.3000 PRINT ADVERTISING
PESTO Inc (Morris Visitor Publictions, LLC)
LDA USA Today "Go Escape"
LDA Conde Nast Feb
LDA Conde Nast Mar
LDA Conde Nast Apr
PESTO Inc (Morris Visitor Publictions, LLC)
LDA (credit for not doing April issue of Conde Nast)
Date
10/08/15
10/15/16
10/30/16
10/30/16
10/30/16
12/10/16
01/27/16
70.5000.5000 WEBSITE MAINTENANCE (Social Media)
LDA Facebook Boosts
LDA Facebook Boosts
LDA Facebook Boosts
LDA Web hosting Mobile App
LDA Web hosting Mobile App
LDA Facebook Boosts
LDA Facebook Boosts
LDA Web hosting Mobile App
1,950.00
300.00
300.00
300.00
150.00
150.00
300.00
300.00
150.00
4,050.00
12/30/15
01/30/16
03/01/16
01/31/16
02/29/16
02/29/16
03/31/16
03/31/16
70.5000.7000 TV NETWORK
LDA WCSC "Southern Weekend"
LDA TV Markets "Southern Weekend" Dec
LDA WCSC/CBS Digital Advertising: Jan impressions
LDA WCSC/CBS Digital Advertising: Feb impressions
LDA WCSC/CBS Digital Advertising: Mar impressions
54,000.00 40,500.00
4,500.00
9,000.00
9,000.00
9,000.00
9,000.00
13,500.00
11/30/15
01/30/16
01/31/16
02/29/16
03/31/16
70.7000.5100 CONTRACTS
LDA (retainer) Redesign Website
LDA (retainer) Website Maint
LDA (retainer) Website Maint
22,500.00
7,500.00
2,500.00
2,500.00
2,500.00
15,000.00
12/30/15
01/31/16
02/29/16
70.7000.5200 CVB MEMBERSHIP
CVB
18,000.00 18,000.00
18,000.00
0.00
01/27/16
70.7000.5600 DISCRETIONARY ADVERTISING
LDA Rack cards
Kerry Hupp Postage for rack cards
LDA Posters for Cmas Parade
LDA Radio Voice over 9@:15 ($47.22 ea)
LDA Annual email subscription -Constant Contact
Total Traffic Network Radio Advertising Jan/Feb
Total Traffic Network Radio Advertising Feb/Mar
11/30/15
01/21/16
01/30/16
03/01/16
03/01/16
02/29/16
03/31/16
Balance
12,666.00
16,300.00
0.00
16,300.00
2,578.00
461.00
383.00
78.00
2,117.00
500.00
0.00
500.00
25,000.00 16,731.65
420.00
16.65
293.00
425.00
1,022.00
8,733.00
5,822.00
8,268.35
12/10/16
01/27/16
70.7000.5500 TAX PREPARATION
Credit
7,016.00
7,016.00
6,000.00
70.7000.5300 CVB ADVERTISING
70.7000.5400 PHOTO & VIDEO MARKETING
LDA Website photos
LDA Stock photos for online wedding ads
Budget
Debit
35,124.00 29,474.00
50.00
8,824.00
6,700.00
6,835.00
7,015.00
50.00
!
FOLLY!BEACH!TVPC!!Meeting!5611616!
!
Review!of!Recent!Marketing!Efforts:!!!Details!of!the!advertising!methods!we've!used:!
!
Conde!Nast!Traveler!Magazine:!!!
!
!
Feb!and!Mar!Issues,!Full!Page,!Full!Color!
!
!
Markets:!SC!(statewide),!TN!(Statewide),!CHRLOTTE,!ATLANTA!
!
!
Average!Price!Per!Issue:!$6,767!
!
!
!
!
!
:15!second!commercials!in!3!markets,!6!weeks!over!2!months!
!
!
Asheville:!
174!commercials!
$3,306!
!
!
Charlotte:!
138!commercials!
$10,488!
!
!
Columbia:!
108!commercials!
$3,672!
!
!
!
!
!
!
!
!
Total!
!
!
$13,534!
!
Radio:!
!
!
!
!
Total!
!
!
$17,466!
!
!
Total!
!
!
$8,800!
!
$9,600!
!
!
$16,300!
!
$2,100!
!
USA!Today!>!Go!Escape!magazine:!
!
!
Half!Page,!Full!Color!
!
CVB!Publications!and!Website:!
!
!
Full!Page!in!Visitor's!Guide!
!
!
Inside!Back!Cover!in!Wedding!Guide!
$2,500!
!
!
Badge!and!Tile!on!Web! !
!
$4,200!
!
!
!
!
Total!
!
Total!to!date!
!
!
!
!
Facebook!Promoted!Posts:!
!
!
$300!/!month!November!+!
!
Raycom!Digital,!The!Southern!Weekend!Exposure,!TV!Station!Social!and!Websites,!Video!Production!
!
Digital!Ads!over!6!Markets:!
!
Charlotte,!Nashville,!Raleigh,!Greenville/Spa,!Ashe,!Columbia!
(contracted!for!$60,000!before!2016!year!end)! Total!with!Raycom!
$40,500!
!
!
1!
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Thoughts!and!Recommendations:!
!
Mediums!Used:!
Conde!Nast!6!Great!remnant!rate!and!seems!like!the!areas!we!chose!did!well!relative!to!the!
entire!site!growth.!We!would!keep!this!and!possibly!expand!the!exposure.!
!
Radio!6!The!program!we!used!was!perfect!for!us!...!short!spots!during!high!traffic!times!of!day.!
Catchy!and!memorable!spots!6!great!for!branding!and!awareness.!Would!suggest!replacing!
Asheville!with!another!area!but!keeping!the!campaign!during!certain!months.!
!
USA!Today!Go!Escape!6!Not!crazy!about!the!magazine.!Thought!the!quality!was!poor!and!we!
didn't!get!any!response!from!the!Orbitz!Online!version!(5!Million!people,!expected!some!
significant!web!traffic).!We!would!suggest!we!divert!these!funds.!
!
CVB!Pubs!and!Web!6!Hard!to!gauge!the!print!but!the!web!is!killing!it!so!I!say!let's!not!fix!it!if!it's!
not!broken!:6)!
!
Facebook!6!The!traction!we!have!on!social!now!is!amazing.!The!money!allows!us!to!push!our!
messages!out!further!and!it!is!resulting!in!TONS!of!fans,!traffic!and!exposure.!
!
Raycom!6!The!amount!of!exposure!we!got!from!Raycom!was!well!worth!the!money!spent.!In!
addition!to!our!puirchased!digital!campaign,!we!got!so!much!more!from!other!Raycom!sources!
(plus!4!killer!videos).!Seems!like!a!good!partnership!to!continue.!
!
Possibly!Add:!
AAA!6!Would!recommend!investigating!options!with!AAA!since!we've!heard!that!their!results!
have!been!better!recently!than!in!the!past.!
!
!
!
!
!
!
!
2!
!
!
Geography:!
66!May!want!to!consider!diverting!the!money!we!have!in!Tennessee.!It’s!had!lackluster!
performance,!comparatively.!
!
State!stats!from!November!1,!2015!–!April!30,!2016!
Tennessee!Increase!of!193%!!(1,008!ppl!to!2,955)!
!
66!May!want!to!consider!diverting!the!money!we!have!in!Asheville.!While!the!percentage!
increase!is!decent,!the!number!of!people!may!not!warrant!the!money!spent.!
!
State!stats!from!November!1,!2015!–!April!30,!2016!
Asheville!(City!6!not!Metro)!Increase!of!233%!!(114!ppl!to!379)!
!
Good!areas!to!consider:!!
New!York!6!Increase!of!1,438%!!(486!ppl!to!7,475)!!
Virginia!6!Increase!of!562%!!(645!ppl!to!4,273)!!
North!Carolina!6!Increase!of!209%!!(2,954!ppl!to!9,131)!!
Georgia!6!Increase!of!228%!from!Nov6April!(1,530!ppl!to!5,025)!
!
!
!
Other!Topics:!
Stickers:!
To!use!in!business!windows!and!to!pass!out!with!check6in!packets!
3x5!Oval!
!
5000!!$1,265! !
10,000!!$2,200!
4x6!Oval!
!
5000!!$2,075! !
10,000!!$3,605!
!
How!are!the!rack!cards!holding!up?!Still!have!plenty?!
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3!
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