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HomeMy WebLinkAboutDec 14 Presentations ST. LUCIE VISIT Presented to TOURIST DEVELOPMENT COUNCIL// NOV 2022 Let’s take a peek at performance numbers excite us Brett Top source/medium FYTD Website Performance | Top Sources Organic traffic drove the majority of your web traffic accounting for 42% of traffic Madden traffic accounted for over 30% of the overall site traffic. Organic traffic increased 30% year over year! Top organic landing pages for the year: /fort-pierce-inlet-webcam-and-jetty /live-web-cams /fort-pierce-inlet-webcam-surf /calendar /fort-pierce-inlet-webcam-jetty-beach Top organic sessions by Metro Website Performance | Organic Traffic Media Performance & Insights SEM/RLSA 59,700+ clicks delivered 8.74% CTR (Industry avg. 4.68%) CTR 2x the industry benchmark Things to do is a top driver of search traffic Display 4.7+ mil. impressions & 33,900+ clicks delivered .71% CTR (Industry avg. 0.40%) Social 2.9+ mil. Impressions & 35,800+ clicks delivered Prospecting: 1.33% CTR Remarketing: 2.32% (industry avg. 1%) Video (Meta Stories, Google, YouTube) 573,000+ video views delivered Equivalent to 4.8 months of consumed branded content, average watch time of 22 seconds per impression Brett Top Performers SEM CAMPAIGN DRIVES MORE PAGES PER SESSION The SEM/RLSA campaign drove more pages per session when compared to organic search sessions. The SEM/RLSA campaign averaged over 5 pages per session, compared to 3.99 pages per session generated from organic search traffic. This is above the site average of 4.06 pages per session. VIDEO WATCH TIME HIGHER THAN AVERAGE The average watch time for a Meta video campaign is 10 seconds, our video campaign garnered strong interest performing at an average of 22 seconds watch time per impression. New for this year, we introduced Story/Reel specific sized video creative. This creates a full-screen experience and eliminates distractions that can surround digital advertising. GENERATING ENGAGEMENT AND INCREASED AWARENESS The Meta click-to-site and remarketing ads spurred increased awareness of St. Lucie through consumer interaction and engagement. The scenic visuals paired with positive messaging contributed to over 600 post shares and over 200 post saves. Post shares increase awareness by added impressions through people sharing branded content with their social network. INCREASES IN ORGANIC SEARCH Organic search increased over 29% which can be attributed to increased awareness generated from the digital advertising media mix. Brett Our plans for next year to infinity and beyond Media Calendar Logo Redesign Current logo was created in 2008. The logo is busy, complicated and dated We envision a simplified, modern, and easily identifiable logo Logo Redesign Thank You Come Play and Stay St. Lucie County FY21-22 Update Sports Tourism Impact in St. Lucie County FY 21/22 Quarter 3 10 Grant Funded Events 2,578 Actualized Room Nights $5,915,335 Estimated Direct Spending $10,233,530 Estimated Economic Impact 14 Sports Tourism Impact in St. Lucie County FY 21/22 Quarter 4 12 Grant Funded Events 3,856 Actualized Room Nights $3,845,553 Estimated Direct Spending $6,652,827 Estimated Economic Impact 15 Sports Tourism Impact in St. Lucie County Fiscal Year Recap 21/22 October 1, 2021 – September 30, 2022 55 Grant Funded Events 8 New Events 17,592 Actualized Room Nights $21,852,073 Estimated Direct Spending $37,804,185 Estimated Economic Impact 16 Previous Year Comparison Grant Funded Events 17 Previous Year Comparison Actualized Room Nights 18 Previous Year Comparison Estimated Direct Spending 19 Previous Year Comparison Estimated Economic Impact 20 Event Projections FY 2022-23 EVENT PROJECTIONS Rick Hatcher | President & CEO rhatcher@playtreasurecoastflorida.com Office: 772-871-5458 | Cell: 772-342-2788 Ryan Strickland | Vice President rstrickland@playtreasurecoastflorida.com Office: 772-871-5458 | Cell: 772-380-6221 Contact Information Questions? Kevin Greene | Director of Events kgreene@playtreasurecoastflorida.com Office: 772-871-5458 | Cell: 772-370-5822 Questions?