council meeting - colorado parks and wildlife...council meeting june 7, 2017 agenda 1. fy1 campaign...

Council MeetingJune 7, 2017

AGENDA1. FY1 Campaign Recap Report2. FY2 Partner Strategy3. Schwag Ideas/Rough Costs4. Business Card Design5. Next Meeting: August 2, 2017

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CAMPAIGN RECAP REPORT

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March 1 – April 28, 2017

Key Insights & Takeaways

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• Rich media succeeded to engage our target: game unit proved to be the most engaging tactic.

• Custom articles natively distributed were one of the strongest tactics: exceeding industry benchmarks by 30% (CTR).

• HAH and HAA creative variations did not significantly vary in performance.

• Digital radio served as an awareness tool by delivering over 6.4MM impressions while complimenting the audio with imagery to increase brand recognition.

• Social content proved sharable: Native articles and videos received the most earned media.

• Paid media delivered 30MM total impressions.

Rich Media

23.56%

0.36%

3.24%

0%

5%

10%

15%

20%

25%

Pagegrabber -Gameify

Parallax -Billboard

Parallax -Smartphone Flex

Engagement RateUndertone

Benchmark 15%

Total Impression Delivery: 4,910,998

• Pagegrabber was the top performing unit, optimizing out of the others• Exceeded Engagement Rate (ER)

benchmark by +57%

• Parallax proved to be a strong creative unit driving a 3.24% ER• Black Footed Ferret most clicked

element of unit

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Custom Articles

91

69

0

10

20

30

40

50

60

70

80

90

100

Wildlife Benefits CO Benefits

Time Spent (Seconds)Nativo

Benchmark 84 seconds

Total Impression Delivery: 2,664,772

98%94%

0%

20%

40%

60%

80%

100%

Wildlife Benefits CO Benefits

Click Through RateNativo

Benchmark 65%

• Top performing article: • Wildlife Benefits

• Top performing headlines:• “5 Things You Didn’t Know

About Hunting and Fishing in Colorado”

• [Guide] 5 Animals Who Are Thriving in Colorado

• Top performing images:• Moose GIF• Lynx

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Video

91%

71%

11%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Connected TV Pre-Roll

(Non-Skippable)

Cross Device Pre-Roll(Skippable)

Social Video Ads(Non-Skippable)

Video Completion RateTubeMogul & Facebook

Benchmark 90%

Benchmark 70%

Benchmark 9%

Total Impression Delivery: 6,046,597

• Connected TV saw highest completion rates due to non-skippable inventory

• Social videos drive lower VCR due to the nature of the platform

• Hug a Hunter and Hug an Angler saw no statistical difference in performance

• Videos were the most shared social element of the campaign

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Display

0.11%

0.50%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

Retargeting Display Native Display

Click Through RateTubeMogul

Benchmark 0.08%

Benchmark 0.30%

Total Impression Delivery: 3,599,226

• Native articles outperformed retargeting display (Click Through Rate)

• Top Native Display Headline:• 5 Reasons To Hug An Angler (0.47%

CTR)

• Top Retargeting Display Creative:• Hunter, 300x600 Desktop

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Digital Radio

0.11%

1.71%

0.24%0%

1%

2%

Cross Device Display Welcome Banner Mobile Audio +Display

Click Through RatePandora

Benchmark 0.14%

Benchmark 1.80%

Benchmark 0.17%

Total Impression Delivery: 6,403,586

• Males were slightly more engaged than females (Click Through Rate)

• There was little difference in creative performance from Hunter vs. Angler spot (Click Through Rate)

• Pandora population in CO for A18+ is 4,114,120

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Paid Facebook

Post Paid Reach

Total Reactions Shares Comments VCR

3/1 Hug An Angler Launch

99,248 514 197 46 12.60%

3/1 Hug A Hunter Launch 141,301 752 268 68 12.00%

Hug An Angler Vertical Video

274,077 284 85 45 10.78%

Total Impression Delivery: 6,326,506

• Excitement around campaign launch led to high VCRs

• Native articles were the top shared content

Top Performing Paid Facebook Ads - Video(Video Completion Rate)

Post Paid Reach

Total Reactions Shares Comments Interaction

RateWhen Someone Buys A Fishing License…

254,845 2,670 374 172 1.26%

5 Animals Who Are Thriving In Colorado

755,231 7,032 1,649 644 1.23%

Where Does The Money From Hunting Licenses Go?

202,356 1,825 291 275 1.18%

All numbers represent paid performance only, not total performance (excluding organic)

Top Performing Paid Facebook Ads - Posts(Interaction Rate)

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Facebook Growth

*Link Click, Video Play, Photo View, Other Click

Platform Reach Engagements*

Facebook 1,289,219 86,180

Almost 50% (4,489) increase in Likes during the campaign

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9052

9943

13541

0

2000

4000

6000

8000

10000

12000

14000

16000

3/1/17 3/8/17 3/15/17 3/22/17 3/29/17 4/5/17 4/12/17 4/19/17 4/26/17

Growth in Facebook Likes - March and April

Website

• There were 97,958 website visits in March and April. This was 17 times the amount of website visits in May and June of 2016, the most visited two month period of last year.

• Mobile visitation rose to 68% for the campaign from the 2016 average of 49%.

*estimate

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0

5000

10000

15000

20000

25000

Website Visits Per Week - March and April

6%

61%

32%

1%

Sources of Website Visits - March and April*

Direct Paid Media Social Organic Search

68%

26%

6%

Device Type - March and April

Mobile Desktop Tablet

WebsitePage Page Views

Benefits 65,974

Home 29,626

Meet the Species who benefit from Wildlife Conservation

28,284

The Top 5 Ways Hunting and Fishing help Colorado Thrive

10,313

Who We Are 1,043

Video Views Average Percent Viewed

Hug a Hunter, 2017 2,061 90%

Hug an Angler, 2017 1,786 90%

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WebsiteScroll Rate on Benefits Page – March and April

Page Visits65,974

Scrolled Here35,229

Scrolled Here31,213

Scrolled Here28,080

• Over 53% of visits to the Benefits Page scrolled at least a quarter of the page.

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QUESTIONS?

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FY2 PARTNER STRATEGY

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TIER ONE:

1.) EVENTS• Fall Event: Colorado Outdoor Adventure, CPW (September 23, 2017)• Spring/Summer Event: TBD (March – June 2018)

• Potential fit: Greenway Foundation/MillerCoors “Clean the Platte” (Spring/Summer 2018)

2.) ORIGAMI DISPLAYS/POINT-OF-SALE (POS) DISPLAYS

• BUSINESS

• POS

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TIER TWO: SOCIAL MEDIA

CONT’D

TIER THREE: INTRODUCTIONS TO PARTNERS

SCHWAG IDEAS/ROUGH COSTS

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Top Recommendations

1. Happy Camper Lantern Light• Around $3.04 (50 qty)

2. Hand Crank Flashlight (battery-less flashlights, one clear, one solid)• Around $2.99 each (1000 qty) (depending on model)

3. Sunscreen/Insect Repellent Combo• Around $1.27 each (500-999 qty)

4. Drawstring backpack • Around $2.09 each (minimum 1000 qty)

#1 #2

#3#4

Additional Recommendations

5. Heavy Duty Rain Poncho • Around $3.75 each (150-399 qty)

6. Collapsible Water Bottle “H20 on the GO”• Around $2.98 each (150 -399 qty)

7. Collapsible Coolers• Around $4.85 each (200-799 qty)

8. Binoculars (4x30 power) • About $4.89 each (250-499 qty)

#5

#6

#7#8

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High-End Option:

9. Weekend Explorer Grill & Cooler (Cooler that also contains a small BBQ grill)

• Around $30.55 each (75-199 qty)

BUSINESS CARD DESIGN

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NEXT MEETING:AUGUST 2, 2017

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ITEMS TO BE COVEREDRESEARCH• Quantitative Online Survey Review• Qualitative Intercepts Update (October 2017)

PAID MEDIA• Paid Media Recommendation Presentation (Fall Campaign 2017)

CREATIVE• Experiential Update (Origami Statues/Event PR Strategy)

WEBSITE• Redesign Update

PARTNER STRATEGY• Update on Progress

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THANK YOU

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APPENDIX

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Undertone

Pagegrabber - Gameify

Parallax - BillboardParallax – Smartphone Flex

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Nativo

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TubeMogul - Video

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TubeMogul - Display

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Pandora Radio

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Paid Facebook

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InstagramTop 3 Instagram Posts Likes

When someone buys a hunting license, they're paying to protect our wildlife...

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When people buy hunting and fishing licenses, they're paying to restore our forests and to preserve our public lands…

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Introducing the new creative campaign for Hug An Angler!

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FY2 TIMELINE

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FY2 SCOPE & BUDGET

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