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MINTO US OPEN PICKLEBALL
CHAMPIONSHIP 2018
FACEBOOK MARKET RESEARCH CAMPAIGN
ABOUT US
•Lancit Digital Media owns and operates PARADISE
COAST TV, the hotel channel in 35 local hotels
reaching 4,000+ in room TVs with HD video
featuring “Where to GO, What to DO, and Where to
DINE on the Paradise Coast.”
•Video production services company with over 200
broadcast awards and 16 National Emmy Awards.
•Social media marketing and research company
specializing in Facebook video campaigns focused
on hospitality content creation, ad management, &
analytics.
PROJECT OBJECTIVE
•To determine if the Paradise Coast
destination can be effectively marketed
through sports interests on Facebook.
PROJECT METHODOLOGY
•CVB engaged LDM to conduct a 9-week Facebook
Campaign using the US Open Championship Pickleball
footage as a lure to introduce Paradise Coast tourism
attributes to target audience. Attributes include; hotels,
beaches, eco-tours, fishing, dining, shopping, golf, and
farm-to-table dining.
•Fine tune age, location, interest, and behavior parameters
to refine identification of target audience and to increase
engagement rate.
•Every video had introductory text with clickable
links:
Campaign Observations
•The content works: sports/sporting
events interests + unique destination
attributes (eco-tours, fishing,
beaches, dining) = high viewership
and engagement rate by consumers
making $75K+.
84.5%
Campaign Observations
•Micro-niche marketing on
Facebook using sports/sporting
events interests paired with
unique destination attributes
could be a highly effective means
of targeting and reaching potential
visitors to Collier County.
Campaign Observations
•Facebook is a powerful tool for
engaging potential tourists who
may not have considered
traveling to Collier County.
Campaign Observations
•Granular Facebook data
reveals real-time consumer
engagement which can be
utilized for other marketing
purposes.
Statistics To Date
Weeks 1 through 6 of a 9 week campaign
•Final three weeks: we are filtering for $125,000
income for weeks 7,8, and 9.
•Total reach to date: 218,473
•Total impressions (views) to date: 128,212
•Total engagements to date: 130,212
•Average engagement rate after including $75k
income requirement: 84.5%
•Wordstream.com reports an average conversion
rate of 2.82% for the travel & hospitality industry
across all Facebook ad campaigns
–Potential conversion for this campaign: 3,616 visitors
Campaign Observations:
Side by Side Video Comparison
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6*
Target Audience Worldwide USA &
Canada
USA Pickleball
States & Europe,
Brazil, India
USA Pickleball
States & Europe,
Brazil, India
USA Pickleball
States & Europe,
Brazil, India
USA Pickleball
States & Europe,
Brazil, India
Interest Pickleball +
Florida
Tourism
Pickleball +
Beaches
Pickleball + Eco
Tours
Pickleball +
Fishing
Pickleball +
Dining
Pickleball +
Shopping
Behavior N/A N/A $75,000+/year $75,000+/year $75,000+/year $75,000+/year
Views 78,751 8,023 8,950 13,332 10,704 8,452
Reach 155,057 11,097 9,764 17,315 12,512 12,828
% Views of Reached 50%72%91%77%85%65%
Clicks to Play Video 43 8 6 76 31 63
Link Clicks 1,259 88 98 127 124 45
Button Clicks 14 3 3 1 3 8
Top Audience Women: Age
25-54
Women:
Age 65+Women:Age 55+Women: Age 55-
65+
Women:Age 35-
44 & 55-65+Men: Age 35-65+
Average Cost Per Click
(CPC)**$0.05 $0.83 $0.66 $0.45 $0.50 $0.49
Average Click Through
Rate (CTR)***1.12%0.99%0.99%0.92%1.08%1.06%
* Ongoing campaign. Stats are as of 10:45am 6/12/17
** Industry Average: $0.63 (wordstream.com)
***Industry Average: 0.90% (wordstream.com)