smckc march 2016 breakfast - kcrw2016

#MUNCHNLEARN

GRAND STREET CAFÉ

KATIE LEAS, TRAVIS JOYAL & LYDIA YOUNG

VISIT KC + PAGE COMMUNICATIONS

PAGE COMMUNICATIONSPage Communications is a company with history of performance delivering the right balance of marketing tools that get results, including public relations, media outreach, community relations, influencer engagement, creative campaigns, positive positioning strategies & social media engagement.

• A nonprofit, 501(c)6 organization• Directed by a board comprised of up to 30 civic and business leaders • Supported by a full-time team of 43• Supported by membership of more than 2,000 businesses • The “outside” sales force for the KC Convention Center• Contracted by the City of Kansas City, Missouri

VISIT KC

ELEVATE

• Celebrate heightened momentum• Chart path for future• Enhance visitor experience• Elevate local presence

BRAND POSITION

FAST FACTS• 10-day event held January 15-24, 2016• Total of 185 participating restaurants (a new record)• Special multi-course, pre-fixe menus—$15 for lunch and $33 for dinner• 10% of sales for each meal donated to a combination of five local charities• All tactics executed by KCRW Marketing Committee, with Visit KC and Page

Communications taking lead

Did you know? The 2015 event raised more than

$322,000 for local charities.

GOLD SPONSORS

SILVER SPONSORS

CHARITY• RFP process, 3-year term• 10% of KCRW menu purchases• GKCRA Educational Foundation• KC Regional Destination Development Foundation

EVENT TIMELINE• Registration starts in July of preceding year• Marketing & PR begin working in July• Content execution begins in Fall (Sept./Oct.)• Menu Submission October - December • Marketing Campaign Begins December

PUBLIC RELATIONS • 7.3 million impressions through media coverage• VIP/Media Preview event 80 media and 100

Yelp! Elite• 56 TV segments • 12 radio interviews

PARTICIPANT TOOLKIT & MORE• Education meeting• Social graphics• Logos• Online submission of menus

CAMPAIGN

27%

11%

14%

6%

11%Local Advertising

Billboards

Website & Mobile App

Social Ads & Paid Search

Regional Advertising

DIGITAL CHANNELS• Facebook• Twitter• Email• Paid Search• Website• Mobile App

WEBSITE ENGAGEMENT

• 329,842 sessions Nov. – Jan. 24– 94% during January 2016– 59% during 10 days of event– Day 1 ~ 10% of sessions (31,716)

WEBSITE ENGAGEMENT• 260,343 clicks on content

– Open Table 39%– Google Map 26%– Instagram 7% – Twitter 2%

•

#TRUESTORY

SOCIAL MEDIA IS A HUGE FORCE

• 39% cited social media as source• Loyal base• 82% would recommend to friends• 59% millennial

2016 KC Restaurant Week Consumer Survey

CONTENT DEVELOPMENT

• Per restaurant posts• Sponsor posts• Promotion & posting strategy

WIN THINGS

• Three separate groups conducted giveaways centered around KCRW

GROWTH• Impressions increased 1,833% from 1.2 million

in 2013 to 23.2 million in 2016

• Engagement increased 109% year-over-year

GRÜNAUER2010 2011 2012 2013 2014 2015 2016

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

SOCIAL MEDIA IMPRESSIONS

PLAZA III STEAKHOUSE

2014 2015 20160

5,000

10,000

15,000

20,000

25,000

30,000

SOCIAL MEDIA ENGAGEMENTS

FOLLOWER GROWTH

• Increased 235% over lifetime of event• Giveaways• Promoted posts

THE HOMESTEADER CAFÉ

2010 2011 2012 2013 2014 2015 20160

5,00010,00015,00020,00025,00030,00035,00040,000

SOCIAL MEDIA - TOTAL FANS

TWITTER CHAT• 1-hour chat using official

hashtag• Co-facilitation of live event• Pre-scheduled content

TWITTER CHAT

GO WITH THE FLOW• Troubleshooting

– Vegetarian listing page– Mobile App

• Restaurant Participation• Event Extension

CHALLENGES & OPPORTUNITIES• Restaurant Communication• Staff Activation• Social Activation and gamification• Video• KC Streetcar• Regional draw and growth

CATS

FIN

THANK YOU FOR YOUR TIME .

QUESTIONS?

KATIE LEAS @TRMNDSBLNDTTEkleas@visitkc.com ● LinkedIn.com/in/KatieLeas