SocialICE - Rochester Downtown Alliance

EVENT
2016
RECAP
SOCIALICE 2016 EVENT RECAP
Thursday, Friday & Saturday
February 18, 19, 20
Thursday 5-9 p.m., Friday & Saturday 4-10 p.m.
Peace Plaza, Downtown Rochester, MN
PARTICIPATING BARS
ICE SCULPTURES
Businesses had the opportunity to purchase an ice sculpture to be
displayed on the Peace Plaza or in front of their business. This was a
unique way to advertise and add to the ambiance of the event.
Number of Walk of Ice Sculptures
40
30
20
10
23
31
36
26
34
0
2012
2013
2014
2015
2016
VOLUNTEERS
Rochester Honkers
 Thursday, Friday, and Saturday
 Greeted guests
 Handed out event brochures
Love Your Melon (UMR Group)
 Friday night
 Handed out voting chips for the Ice Bar
Champions Cup contest
 Collected event surveys
ENTERTAINMENT
Thursday
 DJ Gavin Boss 5-9 p.m.
Friday
 Pre-recorded music courtesy of
KROC FM 4-5 p.m.
 DJ Elsewhere 5-9:45 p.m.
Saturday
 Pre-recorded music courtesy of
KROC FM 4-5 p.m.
 DJ Nimo the Hooligan 5-9:45 p.m.
NEW this year
 Pixel-mapping LED wall
 Photo projection onto the
Siebens Building
387 people took advantage of free
trolley rides to downtown bars
CONTESTS
#SocialICE Photo Contest
 465 pictures registered (vs 880 in 2015)
 Chance to win a $25 gift card from a
participating establishment
SocialICE Ice Bar Champions Cup
 Voting based on:
o Theme
o Drinks
o Overall experience
 1,552 votes (vs 1,151 in 2015)
 2016 Champion: Chester’s Kitchen & Bar
POST-EVENT SURVEY RESULTS
155 SocialICE Event Surveys were completed. Percentages are taken from those who selected
“Strongly Agree” or “Agree” as an answer.
50% Chose Rochester as a destination because of SocialICE
60% Feel more connected to the Rochester community after attending SocialICE
78% Visited at least one shop or restaurant while downtown for SocialICE
84% Motivated by SocialICE to seek our more activities in downtown Rochester
during winter months
96% Would recommend SocialICE to a friend
76.47% spent $1-$49 while downtown for SocialICE
23.53% spent $50-$100 while downtown for SocialICE
EVENT ATTENDANCE
35,000
(vs 46,000 in 2015)
MARKETING
Traditional Media
TV (Sponsorship)
 CW Rochester, Total value: $9,060
 CW Rochester 137 PSAs (15 and 30 seconds)
 KTTC 28 PSAs (15 and 30 seconds)
 H&I Rochester 9 PSAs (15 and 30 seconds)
 Facebook and Website links with adverts
Radio (Sponsorship)
Townsquare Media, Total value: $11,244
 Community Calendar on Townsquare Media stations
 KROC-FM: 2/8-2/20; 6 commercials per day; 78 total commercials
 KYBA-FM: 2/8-2/20; 6 commercials per day; 78 total commercials
 KWWK-FM: 2/8-2/20; 6 commercials per day; 78 total commercials
Digital
Online
 RDA Website (Jan. 1 – Feb. 22, 2016 vs Jan 1. – Feb. 22, 2015)
o Overall
 Sessions, -5.21% (47,769 vs 50,395)
 Users, -4.72% (34,063 vs 35,752)
 Pageviews, -9.31% (86,253 vs 95,106)
 /socialice (all pages dedicated to SocialICE)
 Pageviews, -4.07% (29,609 vs 30,864)
 Unique Pageviews, +2.47% (25,237 vs 24,628)
 Avg. Time on Page, +16.75% (00:02:30 vs 00:02:09)
 RDA Blog, + 22.33% (608 vs 497)
 Post-Bulletin Online
o PB online homepage & entertainment page half page banner
o 32,000+ impressions (estimate)
 Community Calendars
o Event added to 30+ online calendars
 NEW – TwinCities.Com “Visit SocialICE” Direct e-Newsletter
o 20,133 Total Recipients
o 2,501 Unique Opens
o 12.43% Open Rate (TwinCities.com avg = 10%)
o 80 Clicks to DowntownRochesterMN.com
o 3.2% Click-thru Rate (TwinCities.com avg = 1.75%)
Social Media
Four-week campaign (January 25-February 20, 2016)
Facebook
Posts every Mon., Wed., Fri., Engagement and listening Tues., Thurs., Sun.
2 Contest with give a-ways.
Total Investment, $87 ($27 advertising +$60 in gift cards)
 Page Data
o Total Impressions: 279,351 (vs 176,067 in 2015)
o Total Unique Reach: 129,376 (vs 98,185 in 2015)
 Post Data
o Total Impressions: 188,796 (vs 138,875 in 2015)
o Total Unique Reach: 75,763 (vs 68,865 in 2015)
o Applause (Likes): 1603 (vs 1,575 in 2015)
o Amplification (share): 451 (vs 447 in 2015)
o Conversation (Comments): 377 (vs 381 in 2015)
Twitter
Four-week campaign starting Monday, Jan. 25 – Feb. 20. Multiple posts and engagement.
See #SocialICE Photo Contest for key metrics
Instagram
Four-week campaign starting Monday, Jan. 25 – Feb. 20. Posts every Tues. and Thurs. Daily engagement.
See #SocialICE Photo Contest for key metrics
Video
 Teaser Video
o Total Video Views: 4,153 (vs 2573 in 2015)
 Facebook Video Views (NEW): 3,900
 YouTube Total Views: 253 (vs 2573 in 2015)
 Specialty Drinks/Bar promo video
o Total Video Views: 11,013 (vs 3,605 in 2015)
 Facebook Video Views (NEW): 10,260
 YouTube Total Views: 753 (vs 3,605 in 2015)
#SocialICE Photo Contest
 Total Posts: 589 (vs 688 in 2015)
 Total Reach: 787,677 (vs 264,390 in 2015)
 Total Unique Reach: 467,804 (vs 154,954 in 2015)
 Total Likes: 9,033 (vs 4,899)
 Total Comments: 467 (vs 508 in 2015)
 Total Conversion (%): 21% (vs 58% in 2015)
Event Generated Media
Television
Pre-event and live event coverage from all 4 major TV stations and addition of Twin Cities WCCO (CBS):
 KIMT (CBS)
 KAAL (ABC)
 KTTC (NBC)
 FOX47
 WCCO (CBS)- NEW!
Print
 Post Bulletin (Daily Circulation)
o Front page story, full headline with picture
o Front page story with picture
o Multiple other feature stories
 Rochester Magazine
o December issue winter events section
o January issue “Shortcuts” feature (1/8 page)
 PB 507
o Cover story and full cover photo (week of event)
 Shop Rochester
o Full page ad, online ad, and front cover mention
Radio
 2-5 minute interviews on:
o KROC-FM, KROC-AM, KWWK-FM, y105-FM
Online/Social Media
 Explore MN (NEW!)
o Twitter Post
o Blog Post
o Facebook Post
 The Med City Beat feature stories
 Wayne Moran Photographer/Blog (www.lettherebelightfineart.com)
 The Midwestival (www.themidwestival.com)
o Instagram
o Blog
 Numerous posts with other local businesses and partners
Save the Date for SocialICE 2017!
February 16, 17 & 18