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TOURISM Santa Fe July 2018
Marketing Report
TOURISM Santa Fe
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MARKETING REPORT

A Message from Executive Director
Randy Randall

Randy Randall, Executive Director


Important Announcement: Jordan Guenther has accepted the position of Director of Marketing for TOURISM Santa Fe. He will start on July 30ǃ We are incredibly excited to have Jordan join our team and can’t wait for him to get started. See more information below on Jordan and Eric Thompson who has already started in the role of Social Media Coordinator.

The Santa Fe destination way finder App is live and available for download on both the (Apple) App Store and Google Play. It is free and intended to provide quick, easily accessed information about Santa Fe for residents and visitors. Every business that is listed on our tourism website – santafe.org – is automatically listed on the App. The App links to Google Maps allowing the user to find directions from where they are to any of the listed businesses. It also provides access to other useful Santa Fe apps including the Santa Fe Trails public transportation app, the Park Smarter parking app and the Santa Fe Margarita Trail app – allowing the user to download these apps separately but use them in combination.

Shortly there will be a new tile added to this App where all other appropriate Santa Fe apps, available both free or for a fee, will be listed and presented as options to enhance the visitor experience. If you have knowledge of an app you feel should be listed, please reach out to Ryan Dodge at rhdodge@santafenm.gov or 955-6232.

Please download the app, test it out and then feel free to share your thoughts with us. You will note many of the pictures are a bit fuzzy due to the lower resolution of the image provided by our business partners. We are aware of this but decided to move ahead with the introduction of the app to include all businesses even with fuzzy images rather than leave them out. There will come a time, however, when this might happen, so if you have a fuzzy image, or see a friend’s business with one, please work with us to make an upgrade.

Any new app is a work in progress, so we will continue to make enhancements to the product. It was developed by a local developer, Bouncechat, so change can be done relatively easily and quickly.

Randy Randall
Executive Director
TOURISM Santa Fe
(505) 955-6209
rrandall@santafenm.gov



MARKETING ACTION ITEMS
 
Add your summer events to the santafe.org calendar

Be a part of Santa Fe Music Week

Santa Fe Summer Youth Cultural Passports now available



Add your summer events to the santafe.org calendar



Have you added your summer events to the santafe.org event calendar? The event calendar is one of the most visited pages on the website. Login to your account on santafe.org to add your events and reach visitors planning their summer getaways to Santa Fe.

Also, don’t forget to have the 2018 Santa Fe Visitor Guide available for your guests. Click here to place your order.


Be a part of Santa Fe Music Week



Plans are well underway for the first annual Santa Fe Music Week from August 24-September 3. Music Week will feature local and national acts in venues across Santa Fe, including the Santa Fe Opera, The Lensic, the Santa Fe Railyard and more. There will be also free performances every afternoon and evening on the historic Plaza. From jazz to Latin, rock and country, there will be something for everyoneǃ

Are you interested in being a part of Santa Fe Music Week? If you know an artist or have a music venue and would like to be included, contact Ryan Dodge, Program and Events Manager, at rhdodge@santafenm.gov.


Santa Fe Summer Youth Cultural Passports now available



The Summer Youth Culture Passport is a booklet that features free admission to museums, tickets for performances and other FREE happenings for ages 4 to 18 all over Santa Fe—now through August 30. Printed passports are now available for free and a new smartphone app will soon be launching. Contact the Santa Fe Arts Commission at 505-955-6707 for more information and to order passports for your business.






MARKETING INFORMATION ITEMS
 
Santa Fe named #4 Top City in the U.S

TSF welcomes new marketing team members

Press FAM and Samantha Brown Media

Santa Fe Margarita Trail App




Santa Fe named #4 Top City in the U.S



Santa Fe ranked No. 4 on the “Top 15 Cities in the United States” list in the 2018 Travel + Leisure World’s Best Awards, an annual survey driven by the outlet’s more than 300,000 readers.

In addition to the city’s awards, two Santa Fe area resorts, Sunrise Springs Spa Resort and Ojo Caliente Mineral Springs Resort & Spa ranked No. 3 and No. 5 in the “Top 10 Domestic Destination Spas” category, respectively.

This designation is very important to Santa Fe’s position as a world-class destination. Thank you for voting and for your supportǃ


TSF welcomes new marketing team members



Jordan Guenther has been named TOURISM Santa Fe’s Director of Marketing. Jordan has managed social media, websites, brand and marketing strategies for the New Mexico Tourism Department for five years and most recently has been the Marketing Director for the Indian Pueblo Cultural Center. He will join the team on July 30.

Eric Thompson has joined TOURISM Santa Fe as the new Social Media Coordinator with over 10 years of experience overseeing social media strategy for brands such as Taos Ski Valley, Inc. and New Mexico True. Please welcome Eric to the team at ewthompson@santafenm.gov.


Press FAM and Samantha Brown Media


From June 12-16, TSF hosted Samantha Brown Media’s filming crew and the host herself, Samantha Brown, to film a Santa Fe episode of “Samantha Brown’s Places to Love”— her new PBS show. The 24 minute episode will air in Q1 of 2019 as part of Season 2 of the series.

TSF partnered with Sunrise Springs Spa Resort to bring eight journalists to Santa Fe, June 13-17 on a group press trip with a “Wellness in Santa Fe” theme. The group included:

  • Marci DeWolf – Travel News Service
  • Michelle Newman – Freelance for AAA Ohio, San Antonio News Express, Houston Chronicle
  • Skye Sherman – Freelance for Lonely Planet, Florida regional magazines
  • Channaly Philipp – Epoch Times
  • Gretchen Kelly – Forbes
  • Mandy Rich – Weight Watchers Magazine
  • Sara Green – Women’s Health
  • Leah Lemoine – Phoenix Magazine



Santa Fe Margarita Trail App



Don’t forget to tell your customers about the Margarita Trail Appǃ The app locates the nearest Margarita Trail establishment, keeps track of the margaritas that still need to be tasted, along with how close you are to winning the next reward. The app also includes the margarita recipes, restaurant information and the opportunity to rate the margaritas. If your patrons already have a paper Margarita Trail Passport, they can download the FREE version of the App for the awesome integrated margarita mapǃ

Margarita Trail paper Passports are also still available to order. Be sure you have enough on hand for your patrons to buy this summer. Click HERE for the order form and instructions to get more Passports. If you need replacement Passport stamps, we can provide those too—at no charge. Call or e-mail Ryan Dodge at rhdodge@santafenm.gov or 505-955-6232 to order more.



SANTAFE.ORG
 
SantaFe.org How It's Performing


santafe.org screenshot

This month we saw a 23% increase in user sessions compared to last year and a 21% increase in unique users Y/Y totaling to 101,776 unique users. Organic search is relatively flat showing a .80% decrease Y/Y.

We saw a huge increase of tablet users with a 80% increase Y/Y accounting for 20% of all site traffic this month.


June 2018 Performance Metrics

Visits
  • Total Sessions 127,512 (23.24% increase Y/Y)
  • Unique Users 101,776 (20.99% increase Y/Y)
  • Pages per Session 2.10 (11.72% decrease Y/Y)
  • Average Time on Site 2:13 (11.84% decrease Y/Y)
  • Conversion Rate 9.36% (28.62% decrease Y/Y)

Visitor Gender
  • 58.63% Female
  • 41.37% Male

Visitor Age
  • 7.63% 18 - 24
  • 19.38% 25 - 34
  • 16.67% 35 - 44
  • 16.52% 45 - 54
  • 20.95% 55 - 64
  • 18.84% 65+

Newsletters

  • Santa Fe Happenings
    • Sent: 6/5/2018
    • Number sent: Data not available✝
    • Number opened: Data not available✝
    • Open rate: Data not available✝
  • TOURISM Santa Fe Marketing Report
    • Sent: 6/13/2018
    • Number sent: 1,163
    • Number opened: 395
    • Open rate: 34.99%
  • Santa Fe Deals and Specials
    • Sent: 6/21/18
    • Number sent: 31,609
    • Number opened: 5,972
    • Open rate: 18.95%
  • TOURISM Santa Fe Sales Report
    • Sent: 6/27/18
    • Number sent: 11,44
    • Number opened: 387
    • Open rate: 34.16%

✝Open rate is only counted for users who have images enabled in their email or if a user clicks on a link.

✝Due to a glitch within the newsletter system we are not able to report on these figures this month.



SOCIAL MEDIA
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TOURISM SANTA FE SOCIAL MEDIA UPDATE
 
In June, our top performing posts were articles featuring weekend itineraries shared on our most popular social media channels—Facebook, Twitter and Instagram. Additionally, culinary content performed very strongly. Culinary content showed the strongest engagement across all 3 platforms. We continually see that this type of editorial coverage resonates with our followers and as a result, these posts are regularly scheduled in the TSF social media calendar.

Engagement metrics in June for TOURISM Santa Fe’s Facebook and Twitter pages saw increases over last month—10.1% and 22.5% respectively. The increases can be partly attributed to efforts to match highly engaging content from reputable sources with high quality imagery across all platforms. Incorporating video content also remains a high priority. All channels continue to see slight increases in followers month over month.

Don't Forget to add #SantaFeNM or #TheCityDifferent to your postsǃ

Facebook: www.facebook.com/SantaFeTourism
Twitter: twitter.com/CityofSantaFe/
Pinterest: pinterest.com/cityofsantafe/
Instagram: instagram.com/CityofSantaFe/
YouTube: youtube.com/VisitSantaFeNM
SantaFe.org Blog: santafe.org/blog/


Join us on Facebook Facebook
Facebook screenshot

June 2018 Performance Metrics
  • Total Page Followers: 64,358 (0.73% increase M/M)
  • People Talking About This: 3892 (34.0% decrease M/M)
  • Engagement: 11,987 (10.1% increase M/M)
  • Top Ranking Post: “While 48 hours is not enough time to explore #TheCityDifferent, we understand that a weekend is sometimes all the time you can afford. Matador Network shares their perfect itinerary for a weekend in #SantaFeNM"
    • Likes: 254
    • Comments: 14
    • Reach: 8,936


Join us on Twitter Twitter
Twitter screenshot

June Performance Metrics
  • Followers: 13,686 (0.72% increase M/M)
  • Monthly Impressions: 91,100 (42.8% increase M/M)
  • Engagement: 697 (22.5% increase M/M)
    • Top Ranking Post: "As the nation's oldest capital city, #SantaFeNM has over 400 years of history packed into a conveniently compact space. Visit bit.ly/HistorySantaFe for more info on the history of #TheCityDifferent”
    • Impressions: 7,838
    • Retweets: 7
    • Total engagements: 46


Join us on Instagram Instagram
Instagram screenshot

June 2018 Performance Metrics
  • Followers: 21,300 (.5% increase M/M)
  • Top Performing Post: “Fridays are for full bellies. #TheCityDifferent. #SantaFeNM
    • Likes: 1,127


Join us on Pinterest Pinterest
June 2018 Performance Metrics
  • Followers: 2,441 (.21% increase M/M)


Read the Santa Fe blog Santa Fe Blog
June Blog Posts

8 July Events in Santa Fe for the Culturally Curious Traveler
  • Posted June 6, 2018
  • Views: 92
A Summer Full of Cultural Fiestas in Santa Fe
  • Posted June 12, 2018
  • Views: 77
Santa Fe Music Week Set to Strike Up the Bands
  • Posted June 20, 2018
  • Views: 91
How to spend a perfect weekend in Santa Fe, NM
  • Posted June 26, 2018
  • Views: 171


June 2018 Performance Metrics

Total Blog Views: 6,167 (23.33% decrease M/M)
Average Time on Blog: 3:06 minutes (13.25% increase M/M)

Please share the weekly blogs on your social media channels. To share directly from the blog, simply click on the colored share buttons at the top of the page, selecting your preferred networks, and click each to post.


Watch us on Youtbue YouTube
June 2018 Performance Metrics
  • Subscribers: 427 (4.7% increase M/M)
  • Views: 59,601 (42.0% decrease)



MEDIA PLACEMENT - ADVERTISING


PRINT

New Mexico Magazine
Target market: New Mexico
Flight dates: 6/1/18-6/30/18
Impressions: 300,000
Media Cost: $2,720.00


D Magazine
Target market: Dallas, Texas
Flight dates: 6/1/18-6/30/18
Impressions: 60,971
Media Cost: $6,370.00


5280 Magazine
Target market: Denver, CO
Flight dates: 6/1/18-6/30/18
Impressions: 90,000
Media Cost: $4,631.50


Los Angeles Magazine
Target market: Los Angeles, CA
Flight dates: 6/1/18-6/30/18
Impressions: 140,000
Media Cost: $10,325.00


The Artist’s Magazine
Target market: National
Flight dates: 6/1/18-6/30/18
Impressions: 65,000
Media Cost: $2,500.00


DIGITAL DISPLAY, E-BLASTS, PREROLL VIDEO & MOBILE

AdTheorent: Rich Media Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/18-6/30/18
Impressions: 1,953,097
Media Cost: $16,483.52


Amobee: Contextually Targeted Desktop & Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/18-6/30/18
Impressions: 3,572,528
Media Cost: $9,469.97


Adara: Programmatic Desktop/Mobile
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/18-6/30/18
Impressions: 644,234
Media Cost: $3,376.23


Go-NewMexico.com: Lead Generation/Sponsorship Page
Target market: people interested in traveling to Santa Fe
Flight dates: 6/1/18-6/30/18
Impressions: 16,178
Go Travel Sites sent 219 names, emails and addresses to Santa Fe
Media Cost: $208.33

Matador: Social Content/Banners
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/18-6/30/18
Impressions: 220,485
Media Cost: $3,296.70


TripAdvisor: Sponsorship/Content
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/18-6/30/18
Impressions: 247,676
Media Cost: $6,296.24


Tremor: Pre-Roll Video
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/18-6/30/18
Impressions: 673,495
Media Cost: $9,890.10

ZEFR: Youtube Pre-Roll
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/18-6/30/18
Impressions: 77,369
Media Cost: $9,230.90


Undertone: Desktop & Mobile Display
Target market: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/18-6/30/18
Impressions: 1,562,115
Media Cost: $16,483.51


Varick Media – Program/PMP
Target Markets: Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight Dates: 6/1/18-6/30/18
Impressions: 1,272,738
Media Cost: $4,945.06


SEM

Google AdWords
Target market: National (Branded), Austin, Colorado Springs, Denver, Phoenix, Los Angeles, Amarillo, Dallas, Houston, Chicago, New York
Flight dates: 6/1/18-6/30/18
Impressions: 380,788
Media Cost: $10,147.22

Fly Santa Fe/NNMAA

Undertone: Desktop & Mobile Display w/ Inbound RM
Target market: Phoenix/Scottsdale metro, CA markets (LAX, ONT, SBA, SAN, BUR, SNA), Northern New Mexico (Santa Fe, Los Alamos, Taos, etc.)
Flight dates: 6/1/18-6/30/18
Impressions: 1,422,691
Media Cost: $14,673.92

Adara: Desktop & Mobile Display
Target market: Phoenix/Scottsdale metro, CA markets (LAX, ONT, SBA, SAN, BUR, SNA), Northern New Mexico (Santa Fe, Los Alamos, Taos, etc.)
Flight dates: 6/1/18-6/30/18
Impressions: 1,073,367
Media Cost: $8,996.44





TOURISM SANTA FE PUBLIC RELATIONS UPDATE
 
This month was packed with media hosting and exposing travel journalists to Santa Fe stories. In addition to several individual visits, we hosted both a Group Press Trip with 8 participants and the 7 person production crew from Samantha Brown Media the week of June 12-17. A huge THANK YOU goes out to all the partners and locations who assisted us with hosting these groups. You will see the results of these visits published over the next few months and the Santa Fe episode of “Samantha Brown’s Places to Love” will air on PBS in Q1 of 2019.


News to Use, Utilize Our Press Releases


Check in with the Current Releases section of the santafe.org website for press releases that you can use, redistribute or reference.


PUBLIC RELATIONS PERFORMANCE METRICS
 
June 2018
  • Pitches: 16 (51.1% Decrease Y/Y)
  • Press Releases: 1 (66.6% Decrease Y/Y)
  • Media Visits: 11 (62.5% Increase Y/Y)
  • Media Contacts: 116 (22.6% Decrease Y/Y)
  • Total Impressions: 65,852,656 (90% Decrease Y/Y)
  • Earned Media: $443,202 (88% Decrease Y/Y)


2018 Year To Date
  • Pitches: 414 (46.8% Increase Y/Y)
  • Press Releases: 8 (27% Decrease Y/Y)
  • Media Visits: 39 (13.3% Decrease Y/Y)
  • Media Contacts: 887 (6% Increase Y/Y)
  • Total Impressions: 1,582,456,071 (33.5% Decrease Y/Y)
  • Earned Media: $16,957,757 (40% Decrease Y/Y)



RECENT ACCOLADES
 
Santa Fe was named one of the "The Top 5 Destinations Design and Music Lovers Should Visit in July” by Architectural Digest on June 14.


VISITING PRESS
 
TOURISM Santa Fe hosted a wellness themed media trip June 13-17 with the following media:
  • Sara Green, Women’s Health
  • Mandy Rich, Weight Watchers Magazine (online)
  • Michelle Newman, Freelance (Houston Chronicle, San Antonio News-Express)
  • Skye Sherman, Freelance (Lonely Planet, Florida regional magazines)
  • Marci DeWolf, Travel News Service
  • Gretchen Kelly, Forbes
  • Leah Lemoine, Phoenix Magazine
  • Channaly Philipp, The Epoch Times

Michael Satterfield, The Gentleman Racer, visited the destination June 1-3.

TV host and production crew from Samantha Brown Media, filmed in the destination June 12-17.

Jill Robbins, writer for the TravelingMom.com, visited the destination June 19-21.

Kylie Condon, writer for GayTravel.com, visited the destination June 20-22.

Larry Bleiberg, Freelance writer on assignment for Where to Retire, visited the destination June 22-25.


SANTA FE IN THE NEWS
 
Print, Online, & Broadcast


Websites:

Everett Potter's Travel Report provided coverage of the destination with an article entitled "Seeking Authentic Native American Wares in Santa Fe” on June 3, 2018.

PureWow featured the destination in an article entitled “20 of America’s Best Cities for a Long Weekend” on June 1.

Travel Channel featured the destination in an article entitled “10 Unique Summer Festivals Worth a Road Trip” on June 28.

KOB 4 provided coverage of the destination with an article entitled "Steve Soliz takes a stroll on the Santa Fe Margarita Trail” on June 12, 2018.

Far & Wide provided coverage of the destination with an article entitled "A Visual Feast” on June 17.

Best Products featured the destination in an article entitled “Urban Oasis Alert” on June 23.

Swaay.com featured the destination in an article entitled “10 Cities To Visit To Ignite Your Independent Spirit” on June 26.

Travel Channel featured the destination in an article entitled “10 Unique Summer Festivals Worth a Road Trip” on June 28.


Magazines (print/online):

As a result of an ongoing media relationship with Kate Donnelly, Wall Street Journal Magazine featured the destination in an article entitled “//graphics.wsj.com/image-grid/wn0618/6791/desert-chic” on May 21 and in the June/July print issue.

California Wedding Day featured the destination in an article entitled “Project Runaway” in the Summer 2018 issue.

Meetings Today provided coverage of the destination with an article entitled "Inspiration + Innovation” in the June 2018 issue.

Architectural Digest provided coverage of the destination with an article entitled "The Top 5 Destinations Design and Music Lovers Should Visit in July” on June 14.


Food Network provided coverage of the destination with an article entitled "50 States of Brunch” on June 20.


Parents provided coverage on the destination with an article entitled “The Family Vacation Guide to Santa Fe” on June 26.


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