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TCC-Draft-Minutes, 9-9-2013
Elk Meadows B&B
Members attending were: Joy Baisch, Bill Roney, Jennifer Lampe, Larry McKeehan
Excused: Diane Schostak, Carol Christiansen, Walter Kochansky
Staff: Kitti deLong
Executive Session took place from10:00-10:30 am.
Draft Budget 2014
Discussion of various categories in the budget, especially in the question of the
amount to budget for Social Media support and advertising. It was determined to
budget $500 per month for support. Jennifer informed us that Facebook has
changed its platform so that you will not get the exposure that you would have in
the past unless you now advertise.
Bill made a motion to spend $50 per month on FB for advertising as marketing.
Discussion. Jennifer reported that the Resort is limiting print ads and putting
greater emphasis on Social Media campaigns. Joy seconded. Motion passed
unanimously.
Bill Roney stated that this year for the first time, about 85% of visitors are marking
that they are here because of “friends and family.” Jennifer reminded us that many
“Friends and Family” communicate on Facebook and therefore that could account
for 50% or more in Social Media category.
Jennifer moved to accept the September, 2013 Financial Statement. Bill seconded.
Motion passed unanimously.
11:00 am – David Krause presented Olympic National Park Magazine
campaign.
His company does all kinds of magazines, including outdoor, film, equestrian. This is
the first time this magazine will be produced and will have 100,000 distribution the
first time out. His presentation included statistics (ex: 8,000 visitors per month to
ONP). We’ll get targeted leads. OPVB is on board with this campaign.
Of the 100,000 magazines published, 25,000 will be sold on newsstands, in airports,
75,000 will be distributed via Certified Folder to VC’s, ferries, Gateway, in Victoria,
on Blackball Ferry, etc.
The company will do Reader Surveys and work directly with us to find visitor
statistics. Editorial is from contributors and from surrounding area. This is a
completely integrated package. Elizabeth Black from Back Packer will be doing the
writing. They write content and will take information from interested parties and
consider all things submitted.
David expects to get myolympicpark.com up within six months.
Search Engine Optimization (SEO), click through rate is about 3.5%. The Newsletter
has as “opt-in” option, and has 75,000 people so far. Will do contests and giveaways
in the newsletter. In this campaign, most of the company’s focus is on Facebook,
does some on Twitter, but does not do Pinterest yet.
The iPad edition would be, “National Park Journal,” Brinnon and Quilcene would be
in one seasonal issue that talks about all National Parks.
Website will be, “myolympicpark.com.” Digital, with no space restrictions, live links,
and everything always links back to your pages, if possible.
Banner ads: very targeted audience, very good CTR. If we participate in the
magazine, we will get the online exposure.
They will place a photo and content for any festivals. Are working with Mary and
Diane for a large Facebook campaign.
Will work with Nexus and Kindle to get magazine on those venues. Pricing is firm!
See attached presentation. David anticipates 2,000 targeted leads. Will be on the
newsstands for three months from March through June and with Certified Folder for
nine months. Magazine will go into California as far south as San Francisco, up to
Vancouver a little bit, and in Victoria heavily.
Jennifer asked if the magazine sells in greater quantities than expected, will there be
a reprint? David answered yes, there can be a redistribution if the numbers work.
David’s company does not write our advertorials in the half-page ads. ½ page ads
get ½ page advertorial. The magazine includes flora and fauna. David left at 12:05
pm.
Will do a map with itineraries on one page. For $5.99, can purchase the magazine on
tablets, and that uses a flip version of the map. Discussion about a layered approach.
Discussion about level of participation, and where the funds will come from for this
opportunity.
Larry made a motion to put aside $10,000 for a line item in the budget for Social
Media under the title of “Year Long Campaign,” Jennifer seconded. Motion passed
unanimously.
Discussion about reorganizing proposed 2014 budget. Jennifer moved to amend
Larry’s motion to say that TCC would:
1. Set aside $11,600 for a line item for Social Media (for a county-specific,
local, year-long campaign);
2. Reduce the Spring/Fall Campaign by $7,000 to $20,000;
3. Reduce the OPTC contribution by $7,000 to $20,000;
4. Increase Social Media Marketing to $6,000.
Larry seconded the motion. Motion passed unanimously.
Level of Participation in the Olympic National Park Magazine: This matter will
be moved to next meeting in October.
Jennifer will look at other avenues for marketing on Social Media that are still
available for this year. Discussion about Marketing Summit collaboration.
Joy moved to accept Draft 2014 Budget with above changes. Jennifer seconded.
Motion passed unanimously.
Joy moved to accept the Minutes for June as presented. Bill seconded. Motion passed
unanimously.
Next meeting will be held on October 8, probably at the Resort at Port Ludlow.
Meeting adjourned at 1:05 pm.