Downtown Boulder Marketing Council Agenda Prepared by Terri Takata-Smith (terri@dbi.org)

MARKETING COUNCIL SUMMARY (September 10, 2013)

Joanna Ackley Katie Olson

Erica Barnett Sacha Millstone

Priscilla Cohan

Anna Salim

Mindy Gantner / Becky Swepston Stephanie Schindhelm

Donna Jobert John Schopbach

Natalie Litke Jerry Shapins

Sean Maher Beverly Silva

Mary Ann Mahoney Sam Sussman / Tara Worley

Terri Takata-Smith

I. Introductions: Taylor Horst resigned from Downtown Boulder in early August. She accepted a position planning real estate events with Remax International. She will be missed and we wish her well. Natalie Litke is our new Marketing / Communications Coordinator. She was born and raised in Boulder (Boulder HS alum) and graduated in December from the University of Northern Colorado. She is up and running at full speed and we are excited to have her as part of the team. (Natalie@dbi.org).

II. Event & Brand Marketing (collateral) Review: All event marketing is focused on Fall Fest (Sept. 13 – 15). Ads running daily in the Camera. Also running a full page ad in the Boulder Weekly (September 11) and Westword (September 12). On-air with 9news (two weeks) running a :15 Fall Fest spot (http://gannett.wistia.com/medias/6ik3462ovl) and :10 traffic sponsorships – general branding.

5280’s October branding ad (attached). Switched focus from last marketing meeting discussion. Concept to promote startups/techs good but for 5280 audience, didn’t really give them a reason to visit. A startup-focused ad was created and will be held for potential future use (i.e. business publication). The magazine’s October issue is the best restaurant issue so ad was developed around that theme. One more branding ad left – December issue. Committee input is that it should focus on the variety of retail shops / what downtown has to offer.

III. Advertising Review / Update. Flowchart attached. Holiday marketing includes: December 5280 ad; two week 9News flight; DenverPost.com campaign and Camera ads. Committee recommended that focus remains on general branding (what downtown has to offer) as opposed to Downtown Boulder Gift Card message which is what has been done in the past. Quick recap of online event marketing: Very happy with the ROE (return on engagement) for the FND e-blast that went out through the Daily Camera list and the Fall Fest e-blast that went out through Westword’s list. We saw website traffic skyrocket through both campaigns. Committee had a questions about bounce rate numbers from Google Analytics (page 9). After further research, we found out that bounce rates are measured by how many pages the visitor goes to verses how long they are on the page. So the bounce rate is saying those people just went to the landing page and left without visiting multiple pages once they were done. Not a bad thing at all – they are doing just what we are targeting them to do!

Downtown Boulder Marketing Council Agenda Prepared by Terri Takata-Smith (terri@dbi.org)

Online (web and mobile) Daily Camera advertising - numbers have dropped significantly. The Camera believes it’s because so many more advertisers have jumped on board (this is Downtown Bouder’s third year) so we are sharing impressions with many more advertisers. Terri will continue to monitor the numbers closely and will likely adjust online advertising strategy for 2014.

2014 Visitor Guide – Committee suggested an across the board increase of 5% for ad sales. This year the guide book (including distribution costs) was roughly $21K for 50,000 guides. Ad sales were approximately $18.5K. Printer’s estimate for 2014 is same as last year based on current paper prices. Committee recommended first right of refusal to current advertisers to get a slight jump before the opportunity is opened to everyone. In terms of content, committee suggested only slight modifications from current content. One page to be updated is ‘Not to be Missed’ – make sure that not any one business is getting too much attention!

IV. Event Update :

a. Fashion’s Night Downtown Boulder – Spent a lot of time and efforts canvasing CU to attract younger demo. This did not work! Four staff members spent four hours over two days handing out bags all over campus. Students were being bombarded with giveaways the first week of school. Postcards promoting the event were also created. Back of postcard was an enter to win form that had to be dropped off at the kickoff fashion show for a chance to win some amazing gift bags. ROI on the postcard was terrible. What did work: 5280 full page ad, Boulder Weekly full page ad, camera ads and Pandora spots. New stage for the kickoff show was a hit and the DJ was great. Crowds were somewhat lighter than in year’s past and sales for individual businesses varied greatly. Based on Cherry Creek North’s fashion event, we will try moving in-store events to earlier in the evening (5-7p.m.) and fashion show on the 1300 block will happen around 8 p.m. to close out the evening. Date will also be moved back to week AFTER Labor Day.

b. Employee Appreciation Day happened September 5. Around 300 people attended the Pancake Breakfast at the Cheesecake Factory. Over 20 restaurants offered lunch specials – those who offered freebees (free cookie, etc) and extreme discounts ($5 lunch at Q’s/Corner Bar) did extremely well. There were 12 teams that participated in the second annual Tug-Of-War Challenge. Dynafit (the only no tech company) won. In 2014, the event will be moved to the spring as a kickoff to the summer season.

c. Fall Fest happens September 13-15. This year a Pearl Street Stampede will be part of Friday’s festivities.

V. Social Media / Website stats - attached.

NOTES: Natalie revamped the Social Media Dashboard (page 15). Twitter has moved ahead of Facebook in terms of the number of followers. Interesting stats on the incoming referrals. Boulder CVB, Daily Camera FND blast, Facebook, CU & our mobile site are the top referrals (not counting search engines – google, yahoo, bing).

VI. Visitor Information Data / Gift Card stats – See attached spreadsheets.

VII. Other Business

Anna and Terri going to Cherry Creek North’s Fashion event on September 12

Mary Ann reported that hotel occupancies are up 2-3%

Downtown Boulder Marketing Council Agenda Prepared by Terri Takata-Smith (terri@dbi.org)

Iron Man will happen August 3, 2014

Sean, Anna & Terri will be going to the International Downtown Association (IDA) Global Conference in New York City from October 6-9 – so the October Marketing Meeting is cancelled.

2013 Marketing Committee Dates

No Oct. Mtg. -IDA

November 12

December 10

Just the facts:

Due to popular demand – The 2013 edition will increase to 50,000 copies.

For the first time in two years, all ad spaces are open & available to downtown retailers & restaurants. Space reservations taken on a first-come, first-served basis.

Popular distribution points include: o Denver International Airport o Cherry Creek Shopping Mall o Denver Visitor Information Center

(16th Street Mall) o Over 30 hotels in Boulder, Denver &

Cherry Creek o Boulder Convention & Visitors Bureau o Pearl Street Mall

This year alone through the Denver Convention & Visitors Bureau’s Leads Program:

o Downtown Boulder has mailed 5,400 individual copies of the guide (to date) to people across the world.

o An additional 4,100 people (to date) have received the electronic version.

Specifications

Size: 4” wide x 10” tall, 64 pages, full color, gloss Print Quantity: 50,000 copies Publish Date: Mid January 2013 Scheduling Deadline: October 17, 2012 Payment Deadline: Friday, November 9, 2012 Camera-Ready Art Deadline: Friday, November 16, 2012 Produced by: Downtown Boulder Business Improvement District

To reserve your space, please contact: Terri Takata-Smith at 303.449.3774 or terri@dbi.org.

Full-Page Ads (11 available) Bleed Size: 4.25” wide x 10.25” tall Trim: 4” x 10”; Live Area: 3.5”x 9.5”

$750 (CPM: $15)* Back-Cover Premium Position (Full-Page only) (1 available) Bleed Size: 4.25” wide x 10.25” tall Trim: 4” x 10”; Live Area: 3.5”x 9.5”

$1500 (CPM: $30)* Inside Cover (2 available) Front & Back (Full-Page only) Bleed Size: 4.25” wide x 10.25” tall Trim: 4” x 10”; Live Area: 3.5”x 9.5”

$1000 (CPM: $20)* Page 3 (1 available) Bleed Size: 4.25” wide x 10.25” tall Trim: 4” x 10”; Live Area: 3.5”x 9.5”

$1000 (CPM: $20)* Page 6 (opposite Table of Contents) (1 available) Bleed Size: 4.25” wide x 10.25” tall Trim: 4” x 10”; Live Area: 3.5”x 9.5”

$875 (CPM: $17.50)* Leading Pages 4 & 5 (2 available) (Full-Page only) Bleed Size: 4.25” wide x 10.25” tall Trim: 4” x 10”; Live Area: 3.5”x 9.5”

$825 (CPM: $16.50)* Half-Page Ads (7 available) Ad Size: 3.5” wide x 4.625” tall

$450 (CPM: $9)* *CPM:

CPM (cost per thousand) rate is the cost per 1,000 guides printed.

2013 Downtown Boulder Official Guide Book

Only 16

opportunities

left!

SOLD OUT!

SOLD OUT!

3 LEFT!

1 LEFT!

Social Media

Downtown Boulder – Online Recap By the Numbers: August 1-August 31, 2013

Face

bo

ok 155

8,726 Twit

ter

308

65

Den

ver

CV

B

279

Pin

tere

st

543

Inst

agra

m

706

Gif

t C

ard

$16,914 Blo

g

8,856 New Likes New Followers Emails

Added Followers Followers Sold Page

Views Engaged Users Tweets

11,402 Likes 11,417 Followers 10,326 Total 1081 Pins 173 Pictures $14,536 in 2012

Most Viewed Tweet: (24,600 Potential Impressions) FND Boulder kicks off at 6PM with a HUGE fashion show – over 60 models strutting in a runway on 1300 block of Pearl

Most Viewed Post: (Reach: 4,226/Engaged 323) Aug 27: Boulder! (Bloomberg article about startups that matter in job creation.)

Welcome Emails:

Open Rate: 48% Clicks CTR: 31%

Website

FB CB

CB CC

CC

CC

SF GA

Incoming Referrals: (w/o engines)

BoulderColoradoUSA Daily Camera FND Blast Facebook Colorado.edu Downtown Boulder Mobile

GA

Unique Website Visitors: 38,973

-18% from last month

-54% from 2012

GA

Visitor Profile: 66% New Visitors 140,448 Page Views (Per Month)

GA

Most Viewed Sections:

Events: 71,103 Dining: 28,396 Visit: 23,108 Shopping: 19,449 About: 6,888

UR

Location of Visitors: 1. Colorado* 2. California 3. Texas 4. Washington 5. New York

*28% Boulder

GA

Outgoing Referrals:

806 Daily Outgoing Business Referrals (27,987 links to 598 destinations )

1. Salt 2. Boulder Café 3. West Flanders 4. Oak 5. The Med 6. Where the Buffalo Roam +6%

from 2012

UR

Outgoing Real Estate Referrals: 26 Per Day +46%

from 2012

UR

Event Listing Outgoing Referrals: 1870 Per Day +53%

from 2012

UR

Top 6 Requested Pages:

1. Tear Off Map 2. Events Home 3. Dining Home 4. Shopping Home 5. Bands on the Bricks 6. FND Boulder

UR

Mobile Site Visitors: 9,343

-1% from last month

-46% from 2012

GA

Key: CB: CrowdBooster CC: Constant Contact FB: Facebook Insights GA: Google Analytics SF: Store Financial UR: Urchin

-16% from last month

Top 5 Searched Terms: Pearl Street Mall Boulder Events

Bands on the Bricks Downtown Boulder

Boulder Events Calendar

GA

E-Newsletter: (Sent to 11,669

Total)

29% Opens

+3.5% from last month

Pandora:

144 Visitors from Pandora Campaign

70% new visitors

Daily Camera: Fashion’s Night

Downtown Email

679 Visits 88% New Visitors M

arke

tin

g

-10% from Last

Month

+16% from 2012

Urchin

Urchin

Downtown Gift Card Sales

SOLD

2007 2008 2009 2010 2011 2012 2013

Jan N/A $10,254 $11,364 $8,545 $9,790 $13,063 $13,737

Feb $465 $7,546 $10,236 $15,949 $8,795 $10,528 $10,476

March $5,425 $5,505 $5,974 $11,782 $12,415 $20,404 $13,585

April $7,210 $8,850 $14,994 $13,593 $17,620 $17,934 $18,175

May $14,060 $33,259 $22,752 $35,956 $46,707 $53,871 $54,203

June $16,578 $10,275 $14,658 $13,883 $20,540 $17,244 $19,639

July $6,196 $6,278 $10,603 $13,155 $11,115 $15,401 $17,044

August $9,550 $10,466 $8,240 $7,635 $13,025 $14,536 $16,914

Sept $4,027 $9,792 $8,647 $9,190 $9,986 $17,677

Oct $12,141 $14,269 $10,352 $16,391 $12,985 $20,235

Nov $12,405 $7,840 $15,710 $16,700 $22,365 $21,980

Dec $87,051 $79,145 $63,973 $87,682 $96,284 $121,007

Total $175,108 $205,487 $199,512 $250,461 $281,627 $343,880 $163,773

REDEEMED

2007 2008 2009 2010 2011 2012 2013

Jan $24,947 $24,261 23,400$ $27,989 $32,725 $38,711

Feb $13,056 $16,789 14,026$ $15,161 $21,604 $23,196

March $904 $12,381 $13,095 21,095$ $16,008 $19,232 $18,013

April $1,460 $11,832 $12,017 11,117$ $12,909 $18,401 $21,931

May $3,206 $10,947 $12,600 14,202$ $20,352 $21,686 $24,152

June $5,690 $19,328 $21,232 20,329$ $24,692 $22,069 $25,824

July $6,314 $11,398 $11,835 17,541$ $16,850 $24,732 $25,516

August $4,959 $9,604 $8,945 14,879$ $17,386 $15,455 $20,514

Sept $4,700 $10,029 $8,945 9,623$ $11,685 $13,372

Oct $6,566 $11,205 $8,243 13,089$ $14,426 $18,535

Nov $6,018 $8,624 $11,215 12,726$ $14,264 $17,012

Dec $22,864 $29,896 $26,799 28,667$ $30,029 $38,178

Total $62,681 $175,255 $177,985 200,694$ $221,751 $263,001 $197,857

$0$5,000

$10,000$15,000$20,000$25,000$30,000$35,000$40,000$45,000

Jan

Feb

March

April

May

June

July

August

Sept

Oct

Nov

Dec

Am

ou

nt

Month

REDEEMED: 2007 - 2013

2007

2008

2009

2010

2011

2012

2013

$0

$10,000

$20,000

$30,000

$40,000

$50,000

$60,000

$70,000

Am

ou

nt

SOLD: 2007 - 2013

2007

2008

2009

2010

2011

2012

2013