TEAM SAN JOSE
Community and Economic Development Committee
September 25, 2023
Item (d)1
Presenters:
Kerry Adams Hapner, Office of Economic Development and Cultural Affairs Team San Jose: John LaFortune, Ihab Sabry, Ben Roschke, Matthew Martinucci, and Laura Chmielewski
FY 2023-24 Goal FY 2022-23 Actual*
% Variance to
Last FY Actual
Estimated Direct Visitor Spending $ 55,108,300 $ 52,061,524 6% Future Hotel Room Nights Booked (Citywide) 112,000 111,486 0% Theater Occupancy 91% 91% 0%
Gross Operating Results $ 1,539,364 $ 2,970,444 -48%
Customer Satisfaction 95% 100% -5%
* - Unaudited
Team San Jose
Convention Center and Facility
Performance Goals
Fiscal Year 2023-24
Overarching Sales Strategies
• Primary focus on proactive sales for 24-month window (2023 – 2024) • “Mosaic Approach” to business solicitation, belief that most groups and events have good value if they are placed correctly
• Extensive, integrated group marketing campaign to raise planner awareness of San Jose as a stand-alone NorCal destination (less emphasis on Bay Area) and generate RFPs
• Working closely with hotel partners to align sales strategies for large groups with larger room block needs
• Utilizing T&E and sponsorship funding for highest customer engagement opportunities and to mitigate meeting cost increases
Paid Media Plan Overview
• The objective of the plan is to drive incremental hotel room nights, and thus incremental TOT revenue, through visitation by targeting and converting digital travel intenders with paid digital media strategies.
• The media mix for this plan is made up of digital programmatic, travel endemic (such as TripAdvisor and Expedia), paid social, and paid search. The campaign creative was produced by local artists and is also featured on Team San Jose’s owned media channels including consumer and meetings websites, eCRM, (email data bases of both consumers and meeting planners), earned media (PR placements), and social media.
• Visit California (the state’s destination marketing organization) media partnerships were leveraged in every way possible including features in their Meetings print and digital campaigns, podcast sponsorship, full-page insertion in the Visit CA Road Trips Guide, and additional enewletters to Visit California consumer subscribers.
Source: Tableau
Fiscal Year 2023 Consumer Paid Media
Production Reporting, Spend Produced
All production data above is sourced from: ADARA Impact, Sojern and Expedia.
IMPRESSIONS 145,449,217 INQUIRIES
HOTEL BOOKINGS
TOTAL
REVENUE TOTAL REVENUE TOTAL REVENUE $35,801,621 TOTAL ROAS
HOTEL SEARCHES
HOTEL REVENUE
Definitions:
● Inquiries = Website pageviews/interactions, off-site ad unit interactions
● ROAS = Return on Ad Spend
● Impressions = How many times the an ad was delivered
to users.
*Inclusive of paid media and paid social
FLIGHT SEARCHES 3,298,971 FLIGHT BOOKINGS
REACH 48,483,072
9,112,861
2,428,801 20,942 Bookings
(79,580 room nights)
31,295
$11,777,363
$34.49
• The objective of the plan is to drive new meetings business and group bookings.
This is done through paid digital media strategies that drive leads. Leads are then used by our TSJ Sales team to convert curious meeting planners into booked clients.
• The media mix is made up of digital programmatic, meeting endemic digital (display, email, eNewsletters, webinars), paid social and paid search. • These efforts are supported by meetings-specific creative content and in conjunction with Team San Jose’s owned B2B channels including website, meeting planner database, PR, and social media efforts.
Source: Tableau
Paid Media Plan Overview
Paid Media Report:
Fiscal Year 2023 Performance
Source: Tableau, Google Analytics
Meetings Performance Overview
Total
RFP
Completions
Total
Campaign
Inquiries
Total
Campaign
Reach
*Inclusive of Paid Digital Media and Paid Social
Definitions: ● Impressions = How many times the an ad was delivered to users. ● Reach = Unique individuals reached through media campaign ● Inquiries = Website pageviews/interactions, off-site ad unit interactions ● RFP = Request for Proposal (an online form used to request more information for planning a meeting/event to be held in San Jose) Total
email contacts
received
Total
Campaign
Impressions
65,343,603 20,418,407 2,681,716 120 3,394
Owned Organic Social Media
PLATFORM JUNE 2022 J UNE 2023 YOY
FACEBOOK 29,009 30,475 5%
INSTAGRAM 16,841 28,545 69.5%
TWITTER 8,639 8,398 -2.79%
LINKEDIN 2,751 3,105 12.87%
YOUTUBE 437 460 5.26%
PINTEREST 579 633 9.33%
TikTok 371
TOTALS 58,256 71,987 23.57%
Organic followers increased by 116% across all Visit San Jose social platforms, + 24% YoY. This includes Instagram, Facebook, LinkedIn, Twitter, YouTube, Pinterest, and the addition of TikTok.
Despite a continued pause in X, (formerly Twitter) activity, average engagement jumped to 12% across all platforms (previously 1.5% from July - December 2022). This is attributed to increased weekly social posts, leaning heavily on short form video, favored by algorithms.
12 EMAIL: January - June 2023 (Leisure)
• From January to June, 11 campaigns were launched
totaling over 590k emails sent. 21,824 new subscribers
were added between July and December due largely to
paid search and paid social efforts.
• Emails to our active and modal signup segments generated an average 32% open rate and 1.4% click rate.
○ Travel industry benchmarks: 20% open rate and
1.4% click rate
• Total Leisure Database 81,114
13 EMAIL: January - June 2023 (Meetings)
• From January to June, 1722 new Meeting Planner email
signups were sent our Meetings Welcome Email.
• Another 4,611 meeting planner leads in the Bay Area were also sent a welcome email.
• These emails generated an average 29% open rate and 1.6% click-to-open rate.
• In addition, 8 media emails were deployed via various vendors to their meeting planner databases.
• Total Meetings database 7,650
PR Highlights
• Placed 38 stories in national and local publications and outlets
• Reach 30M unique views
• Ad Value $191.5K
• Compared to the last half of 2022, both reach and ad
value increased 73% and 15%.
• Increase is attributed to several national press
hits, including North American exposure across
affiliate broadcast stations stemming from local
TV news coverage of Genesis Gaming.
• Focused on positioning San Jose as a meetings and
leisure destination, reiterating the economic impacts of tourism.
All the Non-Tech Related Reas ons to Plan
Your Next Trip to San J os e
Online
Reach 4.7M | Ad Value $9K
How American Chinatowns Emerged
Amid 19th-Century Racis m
Online
Reach 11.7M | Ad Value $22.1K
Vote: Bes t New Winery
Experience
Online
Reach 1.7M | Ad Value $3.2K
California: Offering Divers ity, Great
Weather and an Abundance of Outdoor
Options
Print + Online
Reach 6.1K | Ad Value $4.6K
Homegrown E-Sports Competition
is Back
Broadcast + Online
Reach 2.2M | Ad Value $85.4K
Thank You!
Presenters:
Kerry Adams Hapner, Office of Economic Development and Cultural Affairs Team San Jose: John LaFortune, Ihab Sabry, Ben Roschke, Matthew Martinucci, and Laura Chmielewski