Folly Beach TVPC Minutes, 20160511, page � of �1 2

Introductory, TVPC MeetingThe following were present: Carl Hally, Vince Perna, Sunnee Clark, Alan

Kleinfeld, Nancy Moore, Kerry Hupp, and Alan Kleinfeld; Robin Brooks,city staff. Missing was committee member, Wesley Bloomfield. Soraya McKay and Jackie Wazir represented Little Dog Agency. Visitor John Merritt was also present.

Minutes of the last meeting were unanimously approved on a motion by Perna and second by Klienfeld.

Remarks and Updates by the Chair HallyChair Hally noted several anecdotal examples of increased off-season activity as

did other committee members. He pointed out that the CVB has published an intent to focus more on the off-season and on in-state visitors.

Treasurer’s ReportTreasurer Clark reported that we have $72,401 remaining and that a new year

fiscal year begins October 1. While we have about 2 years to spend monies allocated to the TVPC, it is not wise to carry over large amounts. Chair Hally spoke of the possibility of spending limited funds, within SC guidelines, for needs beyond advertising, e.g., a sign pointing out wildlife or historical information. Clark’s report is attached.

New BusinessFolly History: Dr. Katherine Houghton presented a Powerpoint program on

Folly’s history. Speaking from her photographic expertise, she showed photos from the Civil War; and postcards, brochures, and photos from after the Civil War through the 1960s. She is now gathering and curating an oral history of Folly. Possible uses of this material include tours of historic sites and museum space for copies of the photos.

Review of This Year’s Promotion Campaign: Soraya McKay presented extensive information to recap the year’s efforts (attached), and to show improvement in hits to the new website and an explosion of interest through viral reposting of photos on the FaceBook page. Website examples:

• Page views are up 322.8% 2014 over 2016 and new visitors 83%. • Regional origins indicate needed changes in focus. • Areas targeted by radio advertising resulted in an increase of 412% hits to

the website. • Increasingly, searches come from “direct” searches where the searcher uses

a more specific search than just “Folly Beach.”• Demographic targets are being reached.

Using this information, McKay will suggest additional targeting by the businesses represented in Folly Association of Businesses.

McKay made some tentative recommendations, including:• Discontinuing the USA Today buy• Continuing with the Raycom buy• Spending more to boost the excellent Facebook results• Replacing Asheville with some other city, perhaps Raleigh, in radio

advertising

Folly Beach TVPC Minutes, 20160511, page � of �2 2

In discussion about this information and recommendations, committee members suggested, among others, more emphasizing of weddings, piggybacking on the Cooper River Run, and using Folly’s wildlife (e.g., a camera trained on the osprey nest).

The committee approved expenditures for decals and more rack cards. The impact of all these efforts must show up in the A-tax to be relevant. Perna

presented A-tax information, which did show increases of slightly over 9% for the first quarter of 2016 over 2015. There were questions about how A-tax revenue is computed and distributed.

Chair Halley asked McKay to come prepared to recommend a program for the next fiscal year at our next meeting, which will be June 8.

Respectfully submitted,

Nancy Moore, Secretary

Date COH Debit Credit Balance

TVPC ACCOUNT 03/09/16 208,196.00 ######### 7,016.00 100,595.35

Date Budget Debit Credit Balance

TVPC (LDA) BUDGET 03/09/16 180,002.00 ######### 7,016.00 72,401.35

Account# Account Name & Detail Date Budget Debit Credit Balance

70.5000.3000 PRINT ADVERTISING 35,124.00 29,474.00 7,016.00 12,666.00

PESTO Inc (Morris Visitor Publictions, LLC) 10/08/15 50.00LDA USA Today "Go Escape" 10/15/16 8,824.00LDA Conde Nast Feb 10/30/16 6,700.00LDA Conde Nast Mar 10/30/16 6,835.00LDA Conde Nast Apr 10/30/16 7,015.00PESTO Inc (Morris Visitor Publictions, LLC) 12/10/16 50.00LDA (credit for not doing April issue of Conde Nast) 01/27/16 7,016.00

70.5000.5000 WEBSITE MAINTENANCE (Social Media) 6,000.00 1,950.00 4,050.00

LDA Facebook Boosts 12/30/15 300.00LDA Facebook Boosts 01/30/16 300.00LDA Facebook Boosts 03/01/16 300.00LDA Web hosting Mobile App 01/31/16 150.00LDA Web hosting Mobile App 02/29/16 150.00LDA Facebook Boosts 02/29/16 300.00LDA Facebook Boosts 03/31/16 300.00LDA Web hosting Mobile App 03/31/16 150.00

70.5000.7000 TV NETWORK 54,000.00 40,500.00 13,500.00

LDA WCSC "Southern Weekend" 11/30/15 4,500.00LDA TV Markets "Southern Weekend" Dec 01/30/16 9,000.00LDA WCSC/CBS Digital Advertising: Jan impressions 01/31/16 9,000.00LDA WCSC/CBS Digital Advertising: Feb impressions 02/29/16 9,000.00LDA WCSC/CBS Digital Advertising: Mar impressions 03/31/16 9,000.00

70.7000.5100 CONTRACTS 22,500.00 7,500.00 15,000.00

LDA (retainer) Redesign Website 12/30/15 2,500.00LDA (retainer) Website Maint 01/31/16 2,500.00LDA (retainer) Website Maint 02/29/16 2,500.00

70.7000.5200 CVB MEMBERSHIP 18,000.00 18,000.00 0.00

CVB 01/27/16 18,000.00

70.7000.5300 CVB ADVERTISING 16,300.00 0.00 16,300.00

70.7000.5400 PHOTO & VIDEO MARKETING 2,578.00 461.00 2,117.00

LDA Website photos 12/10/16 383.00LDA Stock photos for online wedding ads 01/27/16 78.00

70.7000.5500 TAX PREPARATION 500.00 0.00 500.00

70.7000.5600 DISCRETIONARY ADVERTISING 25,000.00 16,731.65 8,268.35

LDA Rack cards 11/30/15 420.00Kerry Hupp Postage for rack cards 01/21/16 16.65LDA Posters for Cmas Parade 01/30/16 293.00LDA Radio Voice over 9@:15 ($47.22 ea) 03/01/16 425.00LDA Annual email subscription -Constant Contact 03/01/16 1,022.00Total Traffic Network Radio Advertising Jan/Feb 02/29/16 8,733.00Total Traffic Network Radio Advertising Feb/Mar 03/31/16 5,822.00

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FOLLY!BEACH!TVPC!!Meeting!5611616!!

Review!of!Recent!Marketing!Efforts:!!!Details!of!the!advertising!methods!we've!used:!

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Conde!Nast!Traveler!Magazine:!!!

! ! Feb!and!Mar!Issues,!Full!Page,!Full!Color!

! ! Markets:!SC!(statewide),!TN!(Statewide),!CHRLOTTE,!ATLANTA!

! ! Average!Price!Per!Issue:!$6,767!

! ! ! ! ! ! ! Total! ! ! $13,534!

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Radio:!

! ! :15!second!commercials!in!3!markets,!6!weeks!over!2!months! !

! ! Asheville:! 174!commercials! $3,306!

! ! Charlotte:! 138!commercials! $10,488!

! ! Columbia:! 108!commercials! $3,672!

! ! ! ! ! ! ! Total! ! ! $17,466!

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USA!Today!>!Go!Escape!magazine:!

! ! Half!Page,!Full!Color! ! ! Total! ! ! $8,800!

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CVB!Publications!and!Website:!

! ! Full!Page!in!Visitor's!Guide! ! $9,600!

! ! Inside!Back!Cover!in!Wedding!Guide! $2,500!

! ! Badge!and!Tile!on!Web! ! ! $4,200!

! ! ! ! ! ! ! Total! ! ! $16,300!

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Facebook!Promoted!Posts:!

! ! $300!/!month!November!+! ! Total!to!date! ! $2,100!

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Raycom!Digital,!The!Southern!Weekend!Exposure,!TV!Station!Social!and!Websites,!Video!Production!

! Digital!Ads!over!6!Markets:! Charlotte,!Nashville,!Raleigh,!Greenville/Spa,!Ashe,!Columbia!

! (contracted!for!$60,000!before!2016!year!end)! Total!with!Raycom! $40,500!

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Thoughts!and!Recommendations:!

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Mediums!Used:!

Conde!Nast!6!Great!remnant!rate!and!seems!like!the!areas!we!chose!did!well!relative!to!the!entire!site!growth.!We!would!keep!this!and!possibly!expand!the!exposure.!

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Radio!6!The!program!we!used!was!perfect!for!us!...!short!spots!during!high!traffic!times!of!day.!Catchy!and!memorable!spots!6!great!for!branding!and!awareness.!Would!suggest!replacing!Asheville!with!another!area!but!keeping!the!campaign!during!certain!months.!

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USA!Today!Go!Escape!6!Not!crazy!about!the!magazine.!Thought!the!quality!was!poor!and!we!didn't!get!any!response!from!the!Orbitz!Online!version!(5!Million!people,!expected!some!significant!web!traffic).!We!would!suggest!we!divert!these!funds.!

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CVB!Pubs!and!Web!6!Hard!to!gauge!the!print!but!the!web!is!killing!it!so!I!say!let's!not!fix!it!if!it's!not!broken!:6)!

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Facebook!6!The!traction!we!have!on!social!now!is!amazing.!The!money!allows!us!to!push!our!messages!out!further!and!it!is!resulting!in!TONS!of!fans,!traffic!and!exposure.!

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Raycom!6!The!amount!of!exposure!we!got!from!Raycom!was!well!worth!the!money!spent.!In!addition!to!our!puirchased!digital!campaign,!we!got!so!much!more!from!other!Raycom!sources!(plus!4!killer!videos).!Seems!like!a!good!partnership!to!continue.!

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Possibly!Add:!

AAA!6!Would!recommend!investigating!options!with!AAA!since!we've!heard!that!their!results!have!been!better!recently!than!in!the!past.!

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Geography:!

66!May!want!to!consider!diverting!the!money!we!have!in!Tennessee.!It’s!had!lackluster!performance,!comparatively.!

! State!stats!from!November!1,!2015!–!April!30,!2016!

Tennessee!Increase!of!193%!!(1,008!ppl!to!2,955)!

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66!May!want!to!consider!diverting!the!money!we!have!in!Asheville.!While!the!percentage!increase!is!decent,!the!number!of!people!may!not!warrant!the!money!spent.!

! State!stats!from!November!1,!2015!–!April!30,!2016!

Asheville!(City!6!not!Metro)!Increase!of!233%!!(114!ppl!to!379)!

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Good!areas!to!consider:!!

New!York!6!Increase!of!1,438%!!(486!ppl!to!7,475)!!

Virginia!6!Increase!of!562%!!(645!ppl!to!4,273)!!

North!Carolina!6!Increase!of!209%!!(2,954!ppl!to!9,131)!!

Georgia!6!Increase!of!228%!from!Nov6April!(1,530!ppl!to!5,025)!

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Other!Topics:!

Stickers:! To!use!in!business!windows!and!to!pass!out!with!check6in!packets!

3x5!Oval! ! 5000!!$1,265! ! 10,000!!$2,200!

4x6!Oval! ! 5000!!$2,075! ! 10,000!!$3,605!

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How!are!the!rack!cards!holding!up?!Still!have!plenty?!

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