Klamath County Tourism Grant Traditional - Final Report

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1 Klamath County Tourism Grant Traditional - Final Report Please provide the following information and submit with your final drawdown request. 20% of the grant is withheld until we receive the final report. Title of Project / Funds Awarded Date of Event/Project Name of Organization Submit Report to: Contact Person Tourism Grant Coordinator Klamath County Finance Address 305 Main Street Klamath Falls, OR City, State, Zip Phone Number 1. For an event, provide a detailed list of all marketing materials and an electronic version of the material on a CD. (Including audio or video recordings.) For an infrastructure project, provide photographic evidence of the project (before and after pictures), design and supportive materials on a CD. 2. Detail the matching funds expended and provide proof of their expenditure. 3. Update the budget forms from your original application with actual revenues and expenses for both the project and the marketing plan. 4. Where did you spend your marketing dollars? 5. What part of your marketing efforts were most successful and least successful? For infrastructure projects, what parts of your project were most successful and least successful? Event Applicants Only: 6. How many people from out-of-county attended? 7. How did you determine how many people from out-of-county attended? Explain why this is an accurate measurement of the out-of-county attendees. 8. How many extra days did your visitors stay in the area? 9. How did you determine how many extra days your visitors stayed? Explain why this is an accurate measurement of the extra days. By signing this you are agreeing that you have paid all bills accrued through this process; as well as agreeing that the Logo Usage Agreement is now terminated. Signature Date Printed Name and Title Form # KCF 3007 Revised the 8 th of January, 2015 Page 1 of 1

2 KLAMATH COUNTY TOURISM GRANT PROGRAM Please complete and submit this form to Amanda Blevins, Tourism Grant Coordinator at the address listed below to receive your grant funds. Klamath Ice Sports Inc. Amount of Award: $ 4,420 Name of Organization 5075 Fox Sparrow Drive Address Klamath Falls, OR City, State, Zip Suzette K. Machado Contact Person Phone Number Skate/Stay/Play in the Klamath Basin Title of Project Balance of Award: $ Drawdown Requested: $ ( 4,420 ) Remaining: $ 0 4,420 I/We, the administrator(s) of this project, certify that the attached invoices are accurate and that our project did receive the services/supplies being billed in accordance with the provisions of the Tourism Grant program. Executive Director-Treasurer 4/09/18 Signature Title Date Attach documentation of the expenses to justify your request: (documentation could include copies of bills, invoices, canceled checks, receipts, etc.) The amount requested must equal or exceed your documentation. All or a portion of the awarded grant funds may be drawn down, as necessary. Checks will be issued according to the County s usual Accounts Payable schedule. Please contact the Klamath County Finance Office at with any questions. Remit to: Klamath County Finance 305 Main Street Klamath Falls, OR Form # KCF 3009 Revised the 31 st of August, 2011

3 Klamath Ice Sports Inc. Skate, Play, and Stay in the Klamath Basin! INCOME BUDGET Actual Cash In-Kind Cash In-Kind OTHER INCOME Klamath Ice Sports - Bill Collier Community Ice Arena $8, $0.00 $11, $0.00 Discover Klamath $ $1, $0.00 $1, Klamath County Traditional Grant $18, $0.00 $4, $0.00 SUB TOTAL INCOME $26, $1, $15, $1, TOTAL INCOME $27, $16, EXPENSES LINE ITEM BUDGET Cash In-Kind Actual Cash In-Kind Klamath Ice Sports - Bill Collier Community Ice Arena 54% Print Advertising + 27% Video Creation + 9% Print 1 $8, $0.00 Collateral + 7% Targeted Digital + 3% Admin $11, $ Discover Klamath - 48% Targeted Social Media + $ $1, % Digital + 20% PR $0.00 $1, Klamath County Traditional Tourism Grant - 56% Targeted TV + 22% Targeted Digital + 16% Print $18, $0.00 Advertising + 6% Targeted Social Media. $4, $0.00 SUB TOTAL EXPENSES $26, $1, $15, $1, TOTAL EXPENSES $27, $16,685.80

4 sion 2.0 nt Dates: Jan 28, 2017 dated: 4/8/18 math Ice Sports/Bill Collier Community Ice Arena rketing Activity by Discover Klamath & KIS/Bill Collier Community Ice Arena Contribution (Non Grant): $ 11, Ice Arena Contribution (Grant Monies): $ 4, cover Klamath Contribution: $ 1, Total Budget: $ 16, t of County Advertising D.K. K.I.S Grant TOTAL Discover Klamath Marketing Administrative Fee (1% of total budget minus DK contribution) $ - $ 100 $ - $ 100 Television N/A Radio :30 sec N/A Digital a) DK Calendar of Events - Event Listing $ 200 $ - $ - $ 200 b) Submit to OFEA Event Listing $ 50 $ - $ - $ 50 c) Submit to Travel Oregon Event Listing $ 50 $ - $ - $ 50 d) Submit to Northwest Travel Event Listing $ 50 $ - $ - $ 50 e) Submit to Southern Oregon Magazine Event Listing $ 50 $ - $ - $ 50 Berto/DK f) Google Ad Words $ 2, $ 2, Social Media DK a) Facebook Ads - Ice Show $ - $ - $ 500 $ 500 DK b) Facebook Ads - General $ - $ - $ 496 $ 496 c) Instagram $ 100 $ - $ - $ 100 d) Twitter $ 100 $ - $ - $ 100 e) Pinterest $ 100 $ - $ - $ 100 f) Youtube $ 100 $ - $ - $ 100 Print Advertising Done a) 1859-Full Page ad December Issue $ - $ 1,500 $ - $ 1,500 Done b) Outdoors NW Full Page $ - $ 800 $ - $ 800 Done c) Enjoy Magazine-Full Page $ - $ 1,500 $ - $ 1,500 Done d) OFEA Event Listing $ - $ 45 $ - $ 45 Done e) DK Pocket Guide-Full Page $ - $ 310 $ - $ 310 Print Collateral KIS a) Poster $ - $ 129 $ - $ 129 b) NW Pac Reg Fig Sk Champ Program - Full Page Inside Cover $ 425 $ 425 Video :30 sec commercial a) Production General Commercials - Kam Nielsen $ - $ 2,500 $ - $ 2,500 Public Relations a) DK Share Press Release with media contacts $ 250 $ - $ - $ 250 KIS to provide Press Release Creative Development a) Graphic Design $ - $ $ $ 665 County Advertising Radio $ - $ - $ - $ - a) KLAD/New Northwest $ - $ 500 $ - $ 500 b) KKRB/Wynne $ - $ 486 $ - $ 486 Print Collateral a) Posters/Flyers $ - $ 795 $ - $ 795 b) Rack Card $ - $ - $ - $ - c) Programs $ - $ 150 $ - $ DK/KIS d) H&N Sticker Campaign (incl. print & digital components) $ - $ 629 $ - $ 629 Commerical Creative Development a) Graphic Design $ - $ 1,295 $ - $ 1,295 TOTAL $ 1,050 $ 11, $ 4,420 $ 16, **RED in DK column is a cash contribtion **BLUE is DK In-Kind contrubtion Marketing flowchart based on Klamath Ice Sports receiving a Klamath County Tourism Grant for $4,420. KIS is required to have a 30% cash match ($1,326). KIS will have other associated costs not shown on this spreadsheet which qualify for the cash match.

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13 March 30, 2018 Ms. Suzette Machado Executive Director Bill Collier Community Ice Arena 5075 Fox Sparrow Drive Klamath Falls, OR RE: Final Advertising Report Bill Collier Community Ice Arena & Ice Show Ad Campaign Dear Suzette, Discover Klamath was proud to partner with the Bill Collier Community Ice Arena. The Ice Show was an excellent event and we enjoyed partnering with you and your organization on the out of county marketing for this event and the Ice Arena. We hope you received value from this campaign, and we welcome your feedback. More detail follows this letter. Attached you will find: Campaign Marketing Summary Report Campaign Summary Spreadsheet Copies of Digital Banner Ads Copies of Print Ads Copies of Social Media Ads It was our pleasure to partner with you and your organization. We look forward to working with you on future events and marketing. Best Wishes, Tonia Ulbricht Tonia Ulbricht Marketing Manager Discover Klamath

14 Campaign Marketing Summary Report Bill Collier Community Ice Arena Season I. EXECUTIVE SUMMARY This year s media efforts focused on social media, print publications and web/digital marketing. The majority of dollars went to print targeting Northern California, Southern Oregon, and Washington markets. This was augmented by web-based banner ads, social media, and event listings on multiple websites. II. MARKETING OBJECTIVE The objective of the marketing campaign for the Bill Collier Community Ice Arena in the Season was to raise awareness of the Ice Arena brand overall with an added bonus of increasing attendance to the Ice Arena and the Annual Ice Show. We also had an underlying message for patrons to donate to the Ice Arena for upcoming projects. OVERVIEW To achieve our objective, Discover Klamath (DK) and Bill Collier Community Ice Arena (BCCIA) created a comprehensive marketing plan that included digital advertising, social media advertising, print advertising, print collateral and public relations outreach. BUDGET The total project budget was $10, Bill Collier Community Ice Arena contributed $5,528. $4,420 from Klamath County Tourism Grant, and $1,050 from Discover Klamath. MEDIA MIX We looked at how best to reach the target audience and concluded that a strong Digital and Print Mix would be best, and 83% of the budget we to these mediums:

15 III. MARKETING TACTICS DIGITAL We developed creative assets to support both the Ice Arena brand awareness and the Ice Show event. We ran the creative highlighting the Ice Show the Discover Klamath website on the Events page for the Ice Show as well as the Winter Sports page for the Ice Arena. Event listings were also placed on Discover Klamath, Oregon Festivals and Events, Travel Oregon, Northwest Travel, and Southern Oregon Magazine. We also ran a few campaigns on Google AdWords hoping to reach a market that was using a specific set of search terms associated with the Ice Arena and/or the Ice Show. In total we spent $2, *Winter Dreams Campaign Type Impressions Interactions Interaction Rate Ave. Cost Cost Display Ad 243,952 2, % $0.18 $ Search 27, % $0.86 $ *Fund the Freeze Campaign Type Impressions Interactions Interaction Rate Avg. Cost Cost Search 37, % $1.47 $ Video 6,995 1, % $0.08 $ Search % $0.65 $23.38 Display 413,927 1, % $0.39 $ Display 508,598 2, % $0.31 $ Google awarded us a grant to begin our Google AdWords Campaign and these are the results: Campaign Type Impressions Clicks Click Thru Rate Avg. Cost Per Click Cost Search 67,552 1, % $1.32 $2, What we found is that while our total impressions were high with a combined total of 1,035,068, our click through rate was below average at 1.04%. Industry standard is at 2%. That said, we found the results to be favorable considering there were 10,779 clicks to the website. SOCIAL MEDIA We focused on reaching those interested in ice sports, figure skating, curling, ice skating and winter sports by using carousel to market the Ice Arena which consists of multiple images, and a single post with information highlighting the Ice Show. We focused on the following areas: California: Chico, Dorris, Redding, Sacramento, Shasta Lake, Tulelake, and Yreka. Oregon: Altamont, Ashland, Beaverton, Bend, Brookings, Chiloquin, Clackamas, Eugene, Grants Pass, Klamath Falls, Lakeview, Malin, Medford, Merrill, Portland, Redmond, Roseburg, and Sisters.

16 *Ice Arena Carousel Ad Duration Budget Reach Impressions Cost Per Impression People Taking Action Link Clicks Click Thru Rate Dec Mar 15, 2018 $500 21,655 21,655 $ *Ice Show Ad Duration Budget Reach Impressions Cost Per Imp. Post Engagement Link Clicks Click Thru Rate Dec 26, 2017 Jan 25, 2018 $ $ PRINT We used a variety of print publications to attract visitors to both the Ice Arena and the Ice Show. We placed creative in 1859 Magazine, Outdoors Northwest Magazine, Enjoy Magazine, Oregon Festivals and Events Calendar, Discover Klamath Pocket Guide and Herald and News. These publications targeted the following regions: Oregon, California, Nevada, Washington, Idaho, Wyoming, Colorado, and Alaska. Each publications viewership is interested in outdoor recreation, sports, and family and community activities which fit out demographic well. Tactic Focus Ad Size Duration Cost Impressions CPM Ice Show Full Page 1859 Magazine & Ice Winter $ ,000 $14.15 Arena Ice Show Annual Outdoors NW & Ice Full Page $800 87,500 $9.14 SNOW Guide Arena Enjoy Magazine Herald & News Discover Klamath Planner Guide Ice Show & Ice Arena Ice Dreams Full Page Sticky Note on Front of Newspaper December $ ,000 $17.50 Jan 11, 2018 $629 10,000 $62.90 Ice Arena Oversized Ad 2018 Annual $310 30,000 $10.33

17 COLLATTERAL Bill Collier Community Ice Arena created an 11x17 poster that marketed the Ice Show and was posted at many local and regional points providing good visibility and healthy foot traffic. PUBLIC RELATIONS Discover Klamath distributed a press release for the Ice Show provided by the Bill Collier Community Ice Arena to a list of 25+ media contacts. It is up to each of those organizations whether they will distribute the information to their customer base. PRODUCTION Bill Collier Community Ice Arena worked with a local designer to create the poster and ad materials needed for the campaign. Costs were estimated at $1,420.

18 2018 ACTUALS Updated: 3/29/2018 Klamath Ice Sports/Bill Collier Community Ice Arena Marketing Activity by Discover Klamath & KIS/Bill Collier Community Ice Arena KIS Contribution (Non Grant): $ 5, KIS Ice Arena Contribution (Grant Monies): $ 4, Discover Klamath Contribution: $ 1, Total Budget: $ 10, Out of County Advertising D.K. K.I.S Grant TOTAL Discover Klamath Marketing Administrative Fee $ - $ 100 $ - $ 100 1) Television N/A 2) Radio :30 sec N/A 3) Digital a) DK Calendar of Events - Event Listing $ 200 $ - $ - $ 200 b) Submit to OFEA Event Listing $ 50 $ - $ - $ 50 c) Submit to Travel Oregon Event Listing $ 50 $ - $ - $ 50 d) Submit to Northwest Travel Event Listing $ 50 $ - $ - $ 50 e) Submit to Southern Oregon Magazine Event Listing $ 50 $ - $ - $ 50 Berto/DK f) Google Ad Words $ - $ - $ 2, $ 2, ) Social Media DK a) Facebook Ads - Ice Show $ - $ - $ 500 $ 500 DK b) Facebook Ads - General $ - $ - $ 496 $ 496 d) Instagram $ 100 $ - $ - $ 100 e) Twitter $ 100 $ - $ - $ 100 f) Pinterest $ 100 $ - $ - $ 100 g) Youtube $ 100 $ - $ - $ 100 4) Print Advertising Done a) 1859-Full Page ad December Issue $ - $ 1,500 $ - $ 1,500 Done b) Outdoors NW Full Page $ - $ 800 $ - $ 800 Done c) Enjoy Magazine-Full Page $ - $ 1,050 $ - $ 1,050 Done d) OFEA Event Listing $ - $ 45 $ - $ 45 Done e) DK Pocket Guide-Full Page $ - $ 310 $ - $ 310 5) Print Collateral KIS a) Poster $ - $ 130 $ - $ 130 6) Video :30 sec commercial a) Production General Commercials - Kam Nielsen $ - $ - $ - $ - 7) Public Relations a) DK Share Press Release with media contacts $ 250 $ - $ - $ 250 KIS to provide Press Release 8) Creative Development a) Graphic Design $ - $ 964 $ 456 $ 1,420 In County Advertising 1) Radio $ - $ - $ - $ - a) KLAD/New Northwest $ - $ - $ - $ - b) KKRB/Wynne $ - $ - $ - $ - 2) Print Collateral a) Poster $ - $ - $ - $ - b) Rack Card $ - $ - $ - $ - c) Programs $ - $ - $ - $ - DK/KIS d) H&N Sticker Campaign (incl. print & digital components) $ - $ 629 $ - $ 629 3) Commerical a) Pelican Cinema :30 sec $ - $ - $ - $ - TOTAL $ 1,050 $ 5,528 $ 4, $ 10, **RED in DK column is a cash contribtion **BLUE is DK In-Kind contrubtion Marketing flowchart based on Klamath Ice Sports receiving a Klamath County Tourism Grant for $4,420. KIS is required to have a 30% cash match ($1,326). KIS will have other associated costs not shown on this spreadsheet which qualify for the cash match. $ 9,948.37

19 Digital Discover Klamath Events Page Listing Social Media

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21 Print Ads 1859, Enjoy Magazine, and Outdoors NW Full Page Ad

22 Oregon Festivals and Events Magazine Events Listing

23 Discover Klamath Pocket Guide Ad

24 Herald and News Sticky Note Ad