HomeMy WebLinkAboutCity Council Committees - Lodging Tax Advisory Committee - 02/22/2016 (2)Lodging Tax Advisory
Committee Agenda
Mission: Promote the City as a destination
to increase tourism and business development
Unless otherwise noted, the Lodging Tax Advisory Committee meets every other Month on the 4rd Monday at 4:00
p.m. in Centennial North & South Conference Room, 400 West Gowe Street, Kent WA 98032.
For information on the above item(s), contact Julie Pulliam (253) 856-5702.
U:\_Ben\Lodging Tax\Lodging Tax\Agenda\2016
Committee Members: Bill Boyce, Chair, Tim Higgins, John Casey, Barbara Smith, David
Kwok, Andrew Hutchison, Josh Bang
City Staff: Ben Wolters, Julie Pulliam
AGENDA
February 22, 2016
4:00 p.m.
CENTENNIAL NORTH & SOUTH CONFERENCE ROOM
(ACROSS FROM ELEVATORS)
Item Description Action Speaker(s)
1. Approval of Minutes of January 14, 2016 Yes Bill Boyce
2. Budget Re-organization Yes Ben Wolters
3. Expansion of Committee Membership No Ben Wolters
Information only
4. Ask from Seattle Metro Jo Girls Fastpitch Tournaments Yes Jim Donner
5. Review Genesis Marketing Campaign Options & Next Steps Yes Mary Kae Repp
6. Other Marketing Options/Proposals/Next Steps Yes Ben Wolters
8. Next Meeting Date: April 25, 2016, 4pm
Motion: Move to approval a ask in the amount of $5,000 for the 2016 Seattle
Metro Girls Fast pitch Tournament
2014 2015 2015 2016 2016
Actual Budget Est Actual Adopted Proposal
Beginning Fund Balance 193,663 371,803 371,803 393,530 393,530
Revenues
Lodging Tax 249,377 208,060 278,480 210,140 274,915
Miscellaneous Income 205 85 411 90 85
Total Revenues 249,581 208,145 278,892 210,230 275,000
Expenditures
Services & Charges 10,000 10,000 10,000 10,000
Marketing & Branding 13,516 150,000 144,977 190,000
Projects & Events 21,000 80,000 23,665 80,000 15,000
Chamber 18,500 18,500 18,500 18,500 18,500
ShoWare Marketing 18,425 80,000 60,022 60,000 60,000
Total Expenditures 71,441 338,500 257,164 168,500 293,500
Transfers Out - Showare Center Marquee
Total Expenditures and Transfers 71,441 338,500 257,164 168,500 293,500
Change in Fund Balance 178,140 (130,355)21,727 41,730 (18,500)
Ending Fund Balance 371,803 241,448 393,530 435,260 375,030
LODGING TAX OPERATING FUND
As of December 31, 2015 - Ammended Proposal
VisitKent.com $70,000 Proposal
March 1st, 2016 – March 31st 2017
Organic SEO & Website Updates
• Budget: $400/month @ $5,200
o $340/month to web developer
o $60/month to Genesis for management fee
• Search Engine Optimization- to increase search rankings on search engines
• Keep the website relevant on the front end & back end including:
o Editing pages for online marketing
o Updating calendar of events
o Changing up seasonal verbiage
o Staying up to date with search algorithms
o Staying up to date with current search terms
• First Priority will be to implement the following:
o Hotel booking agent through booking.com
o Creation of international business page. Page includes:
Turning the main image on the top left into a slide show that
features cool things International companies are doing in Kent.
• Genesis can research this, but any knowledge had by the
Kent team in regards to this would be very helpful
Add updated text to the (top right section)
Page body- add logos of the featured companies that link to their
websites
Create a 4 column layout where info will be accompanied by 4
images across
Social Media Management
• Budget: $400/month @ $5,200
o Write and post 3 social media posts a week to Facebook, Google+,
Instagram and Twitter.
o This includes finding and using relevant photos & trending hashtags to
increase engagement and website awareness
• Blog posting is important for SEO as it keeps the site current. This gives visitkent.com
“extra points” for search algorithms, thus increasing search engine rankings.
HOWEVER, updating, maintaining and engaging consumers on social media sites are
just as important. Since we have seen more positive results from engagement on social
media, we believe that managing these entities are more important to the overall
success of the campaign in the event that we have to choose between blog posts and
social media management.
Online Marketing
• Budget: $56,600 for 13 months budget may change monthly based on actual
spend, campaign goals and performance.
o $3,700 online spend/month
• Platforms:
o Facebook/ Instagram
Clicks only
o Google
Remarketing
• Target: Tri Cities, Portland & Lower Canada
o Campaigns will be divided into 3 parts targeting the 3 different areas.
• $8,490 management and ad creation fee (Total fee for 13 months)
Travel Expenses for Genesis Marketing
• Estimated fees for travel to attend committee meetings once a quarter for 5
quarters.
• Budget: $3,000
Total Amount Proposed
SEO: $5,200
Social Media Management: $5,200
Online Marketing: $48,110
Online Mgmt & Ad Creation: $8,490
Genesis Travel Fees: $3,000
Overall Amount: $70,000
Approval Signature Date
X
VisitKent.com $100,000 Proposal
March 1st, 2016 – March 31st 2017
Organic SEO & Website Updates
• Budget: $400/month @ $5,200
o $340/month to web developer
o $60/month to Genesis for management fee
• Search Engine Optimization- to increase search rankings on search engines
• Keep the website relevant on the front end & back end including:
o Editing pages for online marketing
o Updating calendar of events
o Changing up seasonal verbiage
o Staying up to date with search algorithms
o Staying up to date with current search terms
• First Priority will be to implement the following:
o Hotel booking agent through booking.com
o Creation of international business page. Page includes:
Turning the main image on the top left into a slide show that
features cool things International companies are doing in Kent.
• Genesis can research this, but any knowledge had by the
Kent team in regards to this would be very helpful
Add updated text to the (top right section)
Page body- add logos of the featured companies that link to their
websites
Create a 4 column layout where info will be accompanied by 4
images across
Social Media Management
• Budget: $400/month @ $5,200
o Write and post 3 social media posts a week to Facebook, Google +,
Instagram and Twitter.
o This includes finding and using relevant photos & trending hashtags to
increase engagement and website awareness
Blog Posting
• Budget: $400/month for 10 months (1st quarter already paid for) $4,000
• 8 blog posts per month to include research, copywriting, and providing photos for
the VisitKent.com blog
o Images would be provided and taken by Dana or obtained via permission
from necessary entities (i.e. ShoWare)
o The City of Kent will have the rights to use and share any images taken
personally by Dana without providing photo credit or additional
compensation outside of this contract.
o The City of Kent agrees that Dana may still use the latter photos in any
manner at her discretion.
Online Marketing
• 2 Campaigns:
o #1 Generic campaign
o #2 Opposing Team Campaign
• Total Budget: $82,600 for 13 months- budget may change monthly based on
actual spend, campaign goals and performance.
o $5,400 online spend/month for a 13 month time span
• Target: Lower Canada, Portland, Tri Cities, Central WA and Seattle in the
Upper areas of Marysville and higher. *Cities will be targeted during different times
of the month to use the budget efficiently.
• Platforms:
o Facebook/ Instagram
Clicks only
o Google
Remarketing ( #1 Generic Campaign)
• Campaign details:
o #1 Generic Campaign will be aiming to get people to spend the night,
shop, and visit Kent, WA
Budget: Up to $5,000/month spend depending on spend for
Opposing Team campaign.
o #2 Opposing Team Campaign will be aiming to get people of opposing
teams to stay the night in Kent, WA- The below will be spent within the
confines of the Total monthly budget and is not an additional cost
Budget: Up to $1,400/month spend using no more than $200
per game.
Sept 2016 – March 2017
Campaigns will begin 4 weeks prior to each home game and run
for two weeks
Target- We will target the opposing team’s city during the T-birds
home games. The goal will be to entice the opposing team’s fans
to travel to & stay in Kent to support their team.
• Home Games Campaigns will run are as follows:
o Oct 16- Kamloops (5 hr
drive)
o Oct 17- Victoria (4.5 hr
drive)
o Oct 21- Tri City
o Nov 21- Portland
o Nov 27- Vancouver
o Dec 5- Tri City
o Dec 11- Spokane
o Dec 12- Everett
o Dec 18- Tri City
o Dec 29- Spokane
o Jan 2- Tri City
o Jan 8- Portland
o Jan 9 Everett
o Jan 23- Portland
o Jan 31- Kelowna (5.5hr
drive)
o Feb 6- Everett
o Feb 9- Kelowna (5.5hr
drive)
o Feb13- Portland
o Feb 14- Victoria (4.5 hr
drive)
o Feb 19- Spokane
o Feb 23- Vancouver
o Feb 27- Everett
o Mar 1- Tri City
o Mar 5- Portland
o Mar 11-Everett
o Mar 15- Spokane
o Mar 19- Portland
• $12,390 management and ad creation fee (total fee for 13 months)
Travel Expenses for Genesis Marketing
Estimated fees for travel to attend committee meetings once a quarter for 5
quarters.
Budget: $3,000
Total Amount Proposed
SEO: $5,200
Social Media Management: $5,200
Blog Posting: $4,000
Online Marketing: $70,210
Online Mgmt and Ad Creation: $12,390
Genesis Travel Fees: $3,000
Overall Amount: $100,000
Approval Signature Date
X
VisitKent.com $150,000 Proposal
March 1st, 2016 – March 31st 2017
Organic SEO & Website Updates
• Budget: $400/month @ $5,200
o $340/month to web developer
o $60/month to Genesis for management fee
• Search Engine Optimization- to increase search rankings on search engines
• Keep the website relevant on the front end & back end including:
o Editing pages for online marketing
o Updating calendar of events
o Changing up seasonal verbiage
o Staying up to date with search algorithms
o Staying up to date with current search terms
• First Priority will be to implement the following:
o Hotel booking agent through booking.com
o Creation of international business page. Page includes:
Turning the main image on the top left into a slide show that
features cool things International companies are doing in Kent.
• Genesis can research this, but any knowledge had by the
Kent team in regards to this would be very helpful
Add updated text to the (top right section)
Page body- add logos of the featured companies that link to their
websites
Create a 4 column layout where info will be accompanied by 4
images across
Social Media Management
• Budget: $400/month @ $5,200
o Write and post 3 social media posts a week to Facebook, Google +,
Instagram and Twitter.
o This includes finding and using relevant photos & trending hashtags to
increase engagement and website awareness
Blog Posting
• Budget: $400/month for 10 months (1st quarter already paid for) $4,000
• 8 blog posts per month to include research, copywriting, and providing photos for
the VisitKent.com blog
o Images would be provided and taken by Dana or obtained via permission
from necessary entities (i.e. ShoWare)
o The City of Kent will have the rights to use and share any images taken
personally by Dana without providing photo credit or additional
compensation outside of this contract.
o The City of Kent agrees that Dana may still use the latter photos in any
manner at her discretion.
Online Marketing
• 2 Campaigns:
o #1 Generic campaign
o #2 Opposing Team Campaign
• Total Budget: $100,000 for 13 months- budget may change monthly based on
actual spend, campaign goals and performance
o $6,538 online spend/month for a 13 month time span
• Target: Lower Canada, Portland, Tri Cities, Central WA and Seattle in the
upper areas of Marysville and higher. *Cities will be targeted during different times
of the month to use the budget efficiently.
• Platforms:
o Facebook/ Instagram
Clicks only
o Google
Remarketing ( #1 Generic Campaign)
• Campaign details:
o #1 Generic Campaign will be aiming to get people to spend the night,
shop, and visit Kent, WA
Budget: Up to $6,138/month spend depending on spend for
Opposing Team campaign.
o #2 Opposing Team Campaign will be aiming to get
people of opposing teams to stay the night in Kent, WA-
The below will be spent within the confines of the Total monthly
budget and is not an additional cost
Budget: Up to $1,400/month spend using no more than $200
per game.
Sept 2016 – March 2017
Campaigns will begin 4 weeks prior to each home game and run
for two weeks
Target- We will target the opposing team’s city during the T-birds
home games. The goal will be to entice the opposing team’s fans
to travel to & stay in Kent to support their team.
• Home Games Campaigns will run are as follows:
o Oct 16- Kamloops (5 hr
drive)
o Oct 17- Victoria (4.5 hr
drive)
o Oct 21- Tri City
o Nov 21- Portland
o Nov 27- Vancouver
o Dec 5- Tri City
o Dec 11- Spokane
o Dec 12- Everett
o Dec 18- Tri City
o Dec 29- Spokane
o Jan 2- Tri City
o Jan 8- Portland
o Jan 9 Everett
o Jan 23- Portland
o Jan 31- Kelowna (5.5hr
drive)
o Feb 6- Everett
o Feb 9- Kelowna (5.5hr
drive)
o Feb13- Portland
o Feb 14- Victoria (4.5 hr
drive)
o Feb 19- Spokane
o Feb 23- Vancouver
o Feb 27- Everett
o Mar 1- Tri City
o Mar 5- Portland
o Mar 11-Everett
o Mar 15- Spokane
o Mar 19- Portland
• $15,000 management and ad creation fee (total fee for 13 months)
TV
• Budget: $22,000
• Cable and Reality TV networks in Portland and Tri Cities during football season
using ads that were created in 2015
o Running in the months of:
Sept, Oct, Nov, Dec, Jan
Contests
• Budget: $10,600
• Begin Contests in April
• Winners/giveaways begin in May and will be drawn every month until March
2017
• Giveaways are travel packages to Kent that includes:
o Hotel night stay for 2
o Travel & Dining Funds
o Fun card/guide on what to do in Kent sent to winners via email to
enhance their experience
o 2 tickets to a game
• Each contest winner will be asked to send us photos and a video to share on
our social media sites and website
Travel Expenses for Genesis Marketing
Estimated fees for travel to attend committee meetings once a quarter for 5
quarters.
Budget: $3,000
Total Amount Proposed
SEO: $5,200
Social Media Management: $5,200
Blog Posting: $4,000
Online Marketing: $85,000
Online Mgmt & Ad Creation: $15,000
TV: $22,000
Contesting: $10,600
Genesis Travel Fees: $3,000
Overall Amount: $150,000
Approval Signature Date
X