Santa Maria Valley MARKETING ANALYTICS REPORT - DECEMBER 2017

Website and Digital Marketing Analytics Summary

With the closing of the 2017 calendar year, Santa Maria Valley is now able to reflect on a year’s worth of performance data to begin identifying trends, seasonality, and the impact of special events and media placements.

SantaMariaValley.com had an average of 250 sessions per day with the total number of sessions at 7,749 for the month of December. It was another strong month for organic traffic. Of the total number of sessions, 45% were organic. In looking at year-over-year performance, that’s a 188% increase. Knowing that user sessions and organic traffic is what drives a successful DMO, this is an excellent news and a performance trend to continue building on. Total unique conversions were up 48% year-over-year with 6.97% of sessions converting. There were 71 outbound hotel clicks and 138 outbound attraction clicks.

Paid sessions contributed to 36% of overall sessions in December. We’re continuing to optimize our digital ads and tighten up the targeting to ensure we can come to a happy balance of strong impressions and positive on-site behavior. KPS3 is also conducting a website audit to determine how some of the landing pages we point to in our digital ads can encourage more time on site and pages per session.

There were 126 website sessions in December that came organically from Facebook - this was up 94% month-over-month. There were a total of 16 Facebook posts in December that garnered 185 reactions, 48 comments and 27 shares. The post with the most reactions was Foxen Canyon Wine Trail’s Christmas on the Trail. Monthly newsletter subscribers are up slightly with a grand total of 11,857 contacts. We expect our newsletter subscribers to have a spike in the coming months as a result of the Yosemite Journal promotion. We’ll be revisiting the Santa Maria Valley monthly newsletter content strategy to deliver more customized, targeted messages in 2018.

Santa Maria Valley DECEMBER 2017 EXECUTIVE SUMMARY

P R E P A R E D B Y K P S 3 K P S 3 . C O M2

PERFORMANCE DEC CUMULATIVE 7/1/17 - 12/31/17

Website Sessions 7,749 55,432

Organic Sessions 3,480 26,998

Outbound Hotel Clicks 71 543

Total Conversions 469 2,845

Regional/National PR Stories 3 80 (Jan-Dec 2017)

BEHAVIOR METRICS DEC 6-MONTH AVERAGE

Average Page Per Session 2.04 2.18

Average Time on Site 1m21s 1m32s

Bounce Rate 63% 60%

Santa Maria Valley 2017: SESSION TREND LINES

5,000

10,000

15,000

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Total Monthly Sessions

P R E P A R E D B Y K P S 3 K P S 3 . C O M

TOTAL SESSIONS

3,000

6,000

9,000

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Search Sessions

120,011

3,000

6,000

9,000

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Paid Sessions

500

1,000

1,500

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Social Sessions

SEARCH

47,904

PAID

37,422

SOCIAL

5,034

3

Wine Trolley Tickets

Susan Righetti

Media Transition

Santa Maria Valley 2017: BEHAVIOR & CONVERSION TREND LINES

40

80

120

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Avg. Session Duration (Seconds)

P R E P A R E D B Y K P S 3 K P S 3 . C O M

SESSIONDURATION

1

2

3

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Avg. Pages per Session

1m33s

30.00

60.00

90.00

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Avg. Bounce Rate (%)

600

1200

1800

Jan. Feb. March April May June July Aug. Sept. Oct. Nov. Dec.

Conversions

PAGES PER SESSION

2.20

BOUNCE RATE

60.14%

CONVERSIONS

7,789

4

Getaway Entries from Variety of Paid Email Campaigns

TRAFFIC SOURCES - YEAR/YEAR

150

300

450

600

Dec. 1 Dec. 15 Dec. 31

Daily Sessions - Dec. 2017 Daily Sessions - Dec. 2016

Santa Maria Valley DECEMBER 2016 vs. DECEMBER 2017: WEBSITE OVERVIEW

TOTAL SESSIONS SESSION % CHANGE (YOY) AVG. SESSION DURATION BOUNCE RATE

7,749 ! 31% 1m21s 63%Avg. 250 sessions/day 7,749 in 2017 vs. 5,918 in 2016 vs. 1m24s in 2016 vs. 60% in 2016

P R E P A R E D B Y K P S 3 K P S 3 . C O M5

SearchDirectReferralSocialEmailPaid

20172016

Organic Search(Christmas Parades) 2016 Paid Email Campaign

Organic Search& Email

Organic Search(NYE Events)

36% 45%

8%5%

4%

2%

51%

20%

10%

12%

4%2%

TOP PAGES BY PAGEVIEWS PAGEVIEWS

hotels & motels 1,667

things to do 1,533

events 1,482

getaway 1,234

homepage 861

56th Orcutt Christmas Parade 448

events (p. 2) 342

attractions 333

wine country 256

getaway thank you page 249

TOP US CITIES SESSIONS

Los Angeles 1,387

Santa Maria 802

San Francisco 599

Orcutt 404

Lompoc 276

San Jose 123

Bakersfield 112

New York 112

Lancaster 107

Sacramento 82

GENDER TRAFFIC BY SESSIONS

1,975 1,496

0

225

450

675

900

18-24 25-34 35-44 45-54 55-64 65+

Santa Maria Valley DECEMBER 2017: DEMOGRAPHICS & TOP PAGES

P R E P A R E D B Y K P S 3 K P S 3 . C O M6

SESSIONS BY US LOCATION (ALL VISITORS)

6

Conversions DECEMBER 2017

LIFETIME GETAWAY ENTRIES GETAWAY ENTRIES NEWSLETTER SIGNUPS UNIQUE EMAIL ENTRIES

5,700 231 29 260vs. 150 in Dec. 2016 (+54%) vs. 16 in Dec. 2016 (+81%) vs. 166 in Dec. 2016 (+57%)

Santa Maria Valley DECEMBER 2017: CONVERSIONS

UNIQUE CONVERSIONS CONVERSION RATE OUTBOUND HOTEL CLICKS OUTBOUND ATTR. CLICKS

469 6.97% 71 138vs. 316 in Dec. 2016 (+48%) vs. 6.40% in Dec. 2016 (+9%) vs. 45 in Dec. 2016 (+58%) vs. 105 in Dec. 2016 (+31%)

P R E P A R E D B Y K P S 3 K P S 3 . C O M8

Search Direct Referral Social Email Paid

ALL CONVERSIONS HOTEL CLICKSGETAWAY ENTRIES

CONVERSIONS BY TRAFFIC SOURCE

0.2%

48%

25%

14%

7%

6%

63% 27%

3% 3%1%

86%

8% 3%1%1%

# of Outbound Hotel Clicks

Los Angeles 44%

San Francisco 6%

San Jose 5%

Anaheim 3%

Long Beach 3%

HOTEL OUTBOUND LINK CLICKS

Best Western 11

Fairfield Inn 11

Holiday Inn 9

Motel 6 9

Candlewood Suites 8

Historic Santa Maria Inn 7

Radisson Hotel 5

Days Inn 3

Motel 6 South 2

Solaire Inn & Suites 2

Santa Maria Valley DECEMBER 2017: CONVERSIONS

P R E P A R E D B Y K P S 3 K P S 3 . C O M9

ALL CONVERSIONS BY LOCATION

GETAWAY ENTRIES BY LOCATION

OUTBOUND HOTEL CLICKS BY LOCATION

TOP 5 ATTRACTIONS

OUTBOUND CLICKS

The Hitching Post 10

Far Western Tavern 7

Downtown Fridays 7

Monarch Butterfly 6

Santa Maria Inn (Dining) 5

Los Angeles 29%

San Francisco 7%

Santa Maria 4%

Orcutt 4%

Lancaster 3%

Los Angeles 32%

Lancaster 5%

Bakersfield 4%

Oxnard 4%

San Francisco 4%

OUTBOUND ATTRACTION CLICKS BY LOCATION

Los Angeles 15%

San Francisco 14%

Santa Maria 10%

Orcutt 8%

Lompoc 6%

Earned Traffic DECEMBER 2017

TOP 5 CITIES SESSIONS (YOY)

Santa Maria 795 (+118%)

Los Angeles 582 (+115%)

San Francisco 534 (+279%)

Orcutt 401 (+643%)

Lompoc 271 (+323%)

TOP PAGES PAGEVIEWS

events 1,336

homepage 820

things to do 662

orcutt christmas parade 447

getaway 357

events page 2 320

wine country 243

nye at santa maria inn 240

the scoop on santa maria pinquito beans

234

orcutt christmas parade organizer

225

Santa Maria Valley DECEMBER 2017: EARNED TRAFFIC ON-SITE BEHAVIOR

125

250

375

500

Dec. 1 Dec. 15 Dec. 31

Daily Earned Sessions - Dec. 2017 Daily Earned Sessions - Dec. 2016

EARNED SESSIONS % CHANGE (YEAR-OVER-YEAR) BOUNCE RATE

4,984 ! 73% 58%Average sessions per day: 161 2,883 earned sessions in Dec. 2016 vs. 51% in Dec. 2016

AVG. SESSION DURATION AVG. PAGES/SESSION

1m44s 2.29vs. 1m57s Dec. 2016 vs. 2.69 in Dec. 2016

EARNED SESSIONS BY LOCATION

53%

P R E P A R E D B Y K P S 3 K P S 3 . C O M1 1

Search Referral DirectSocial Email

48% SEARCH

Search Direct ReferralSocial Email

EARNED SESSIONS BY SOURCE

EARNED CONVERSIONS BY SOURCE

“Fresh Take” EmailSearch (Christmas Parades)

Search (Christmas Parades)

70%13%

8%6%

3%

TOP SEARCH IMPRESSIONS IMPRESSIONS

santa maria 28,730

santa maria parade of lights 2017

979

things to do in santa maria 965

santa maria christmas parade 2017

944

pinquito beans 804

santa maria valley 723

santa maria christmas parade

637

orcutt christmas parade 2017

562

shaw’s steakhouse 483

christmas parade 467

TOP 5 CITIES SESSIONS (YOY)

Santa Maria 595 (+289%)

San Francisco 433 (+448%)

Los Angeles 415 (+217%)

Orcutt 318 (+997%)

Lompoc 206 (+587%)

ORGANIC SEARCH VISITS ORGANIC TRAFFIC % CHANGE (YOY) BOUNCE RATE

3,480 ! 188% 60%Average search visits per day: 112 1,209 organic search sessions in Dec. 2016 vs. 53% in Dec. 2016

AVG. SESSION DURATION AVG. PAGES/SESSION

1m36s 2.06vs. 1m40s Dec. 2016 vs. 2.44 in Dec. 2016

Santa Maria Valley DECEMBER 2017: ORGANIC SEARCH

ORGANIC SESSIONS BY LOCATION

53%

25%

P R E P A R E D B Y K P S 3 K P S 3 . C O M1 2

100

200

300

400

Dec. 1 Dec. 15 Dec. 31

Daily Sessions - Dec. 2017 Daily Sessions - Dec. 2016

TOP PAGES PAGEVIEWS

events 1,037

Things to do 459

Orcutt Christmas Parade 402

homepage 371

Events (page 2) 244

NYE Santa Maria Inn 213

Orcutt Christmas parade group

210

Pinquito Beans 204

Wine country 182

Parade of Lights 151

Search (Christmas Parades)

Search (Christmas Parades)

KEYWORD CURRENT RANKING

santa maria events 1

santa maria wine country 1

santa maria wine tasting map 1

santa maria valley bird watching 1

santa maria wine(ries) map 1

santa maria valley wine tasting 2

santa maria valley bbq 2

santa maria valley 2

santa maria varietal 3

santa maria things to do 3

santa maria attractions 4

santa maria valley style bbq 4

things to do in santa maria 4

santa maria valley grill 5

santa maria 6

santa maria wine tasting 6

santa maria downtown 8

santa maria lodging 8

santa maria to pismo beach 8

guadalupe dunes reserve 8

P R E P A R E D B Y K P S 3 K P S 3 . C O M1 3

Santa Maria Valley DECEMBER 2017: GOOGLE RANKINGS SNAPSHOT

Santa Maria Valley DECEMBER 2017: EMAIL CAMPAIGNS

SUBSCRIBERS OPENS CLICKS

11,857 1,387 181up 0.4% over Nov. (11,812) up 10% over Nov. (1,266) down 2% over Nov. (185)

53%

25%

MONTHLY NEWSLETTER

SUBSCRIBER LIST

RECIPIENTS OPENED OPEN RATE

CLICKED CTR BOUNCED BOUNCE RATE

UNSUBSCRIBE UNSUBSCRIBE RATE

Monthly Newsletter

List11,791 1,378 11.74% 180 1.53% 55 0.47% 95 0.81%

Yosemite Leads

50 9 18.00% 1 2.00% 0 0.00% 2 4.00%

CA Visitor Guide

10 0 0.00% 0 0.00% 1 10.00% 0 0.00%

Sunset Magazine

6 0 0.00% 0 0.00% 0 0.00% 0 0.00%

P R E P A R E D B Y K P S 3 K P S 3 . C O M1 4

Santa Maria Valley DECEMBER 2017: EARNED SOCIAL MEDIA

53%

25%

FOLLOWERS +/- MOM # OF POSTS COMMENTS REACTIONS/

LIKES SHARES WEBSITE VISITS

FACEBOOK 5,392 +15 16 48 185 27 126

INSTAGRAM 514 +37 17 30 664 N/A 2

TOP POSTS

P R E P A R E D B Y K P S 3 K P S 3 . C O M1 5

551 Reach 11 Reactions

683 Reach 89 Reactions

68 Likes 4 Comments

68 Likes 6 Comments

60 Likes 7 Comments

Paid Digital Media DECEMBER 2017

PAID SESSIONS BY LOCATION

TOP 5 CITIES SESSIONS (YOY)

Los Angeles 803 (+212.45%)

Lancaster 99 (-63.60%)

Bakersfield 95 (-84.94%)

New York 91 (+4,450%)

San Francisco 64 (+16.36%)

TOP PAGES PAGEVIEWS

Hotels & Motels 1,492

Getaway 877

Things to do 869

Thanks for entering 160

Events 144

Attractions 122

Holiday Inn 53

Homepage 35

Santa Maria Inn 33

Best Western 31

Santa Maria Valley DECEMBER 2017: PAID TRAFFIC ON-SITE BEHAVIOR

100

200

300

400

500

Dec. 1 Dec. 15 Dec. 31

Daily Paid Sessions - Dec. 2017 Daily Paid Sessions - Dec. 2016

PAID SESSIONS % CHANGE (YEAR-OVER-YEAR) BOUNCE RATE

2,765 " 8.9% 73%Average sessions per day: 89 3,035 paid sessions in Dec. 2016 vs. 69% in Dec. 2016

AVG. SESSION DURATION AVG. PAGES/SESSION

0m39s 1.59vs. 54s Dec. 2016 vs. 1.73 in Dec. 2016

53%

P R E P A R E D B Y K P S 3 K P S 3 . C O M1 7

StackAdapt AdWordsFacebook TripAdvisorMatador

PAID SESSIONS BY SOURCE

AdWords StackAdaptTripAdvisor FacebookMatador

91% ADWORDS

PAID CONVERSIONS BY SOURCE

48%

26%

2%

6%

1%

2016 Paid Email Campaign

CHANNEL IMPRESSIONS AVG. CPM CLICKS CTR % SPENT

TripAdvisor (Display + Video)

58,264 $17.27 39 0.07% $1006.24

StackAdapt (Native Display + Retargeting)

300,937 $2.51 1,269 0.42% $754.37

CLICKS AVERAGE COST-PER-CLICK IMPRESSIONS

3,871 $1.28 501,231+11% from November -44% from November -33% from November

Santa Maria Valley DECEMBER 2017: PAID DIGITAL MEDIA

AWARENESS-BASED PAID DIGITAL MEDIA

CHANNEL CLICKS CTR AVG. CPC CONVERSION CONVERSION RATE IMPRESSIONS SPENT

Google - Hotels 1,431 2.84% $1.82 60 (Hotel) 4.19% 50,364 $2600.03

Facebook - Getaway

1,132 1.23% $0.52 125 (Entries) 11.04% 91,666 $588.79

ENGAGEMENT-BASED PAID DIGITAL MEDIA

P R E P A R E D B Y K P S 3 K P S 3 . C O M1 8

Traditional Media DECEMBER 2017

Santa Maria Valley DECEMBER 2017: TRADITIONAL MEDIA

53%

25%

PRINT PUBLICATIONS

LEAD SOURCE # NEW LEADS TOTAL LEADS YTD

Yosemite Journal 48 8,810

CA Visitor Guide 10 282

Sunset Magazine 6 105

PUBLICATION RUN DATE CIRCULATION COST

Touring & Tasting Summer / Fall 2017 60,000 (2016-17 Budget)

SLO Vintages Magazine September 2017 118,000 $1,895

Sunset Travel Chronicles (CCTC Co-Op) October 2017 1.25 MM $9,500

Yosemite Journal (CCTC Co-Op) December 2017 100,000 $5,695

Travel 50 & Beyond Winter 2018 115,000 $4,182

Travel Guide to CA Spring 2018 100,000 $5,595

CCTC Map (CCTC Co-Op) TBD - 2018 225,000 $1,000

Sunset Roadtrip (CCTC Co-Op) June 2018 1.25 MM $2,930

PRINT TOTAL $32,492

FPO

Yosemite Journal Travel 50 & Beyond

WINTER PRINT PLACEMENT SAMPLES

PRINT PUBLICATION LEADS

2 0P R E P A R E D B Y K P S 3 K P S 3 . C O M

Media Update DECEMBER 2017 CONTENT AND PR HIGHLIGHTS

Santa Maria Valley Media Update DECEMBER 2017 CONTENT AND PR HIGHLIGHTS

EXECUTIVE SUMMARY:

The Santa Maria Valley ended 2018 with many great PR and content highlights. We marked 80 regional/national stories for

the year. In December, the biggest highlight was being a part of VisitCA’s statewide promotion for California Restaurant Week

coming in January 2018. The PR relationship continues to generate results for our region. In addition, Matador Networks ran

its latest post on 11 experiences to have in and around the Santa Maria Valley, highlighting Santa Maria experiences as well as it

being an ideal home base for other culinary, wine and outdoor activities.

• Advisor, All-Star Cast of Master Sommeliers, Wine Industry Leaders and Hospitality Professionals Set to Convene at “Wine Speak Paso Robles” Jan. 9-11

• Wine Spectator, Nancy Silverton’s Garlic-Rubbed Steak with Scallion Vinaigrette to Celebrate the New Year

• San Francisco Chronicle, Tasting notes: New sparkling wines of the West Coast

• D Magazine, What to Drink Now: California Chardonnay

• Wine Enthusiast, American Chardonnay For While You Cook (and With Dinner)

• VisitCA, California Restaurant Month, Central Events

• VisitCA, California Whets Your Appetite for 2018 with Eighth Annual California Restaurant Month

HERE ARE THE SELECTED HIGHLIGHTS FOR THE MONTH:

San Francisco Chronicle VisitCA

BLOG POSTS

The Foxen Canyon Wine Trail Presents Christmas on the Trail

Annual Santa Maria Valley/Guadalupe Christmas Bird Count Carries on Tradition

Santa Maria Valley Restaurant Week, January 14-20

No FAMs were hosted in December.

We have achieved 80 regional/national stories for 2017.

Matador Networks

Foxen Canyon Wine Trail

Santa Maria Valley Restaurant Week

• Arkansas Business, Presqu’ile Winery a Nod to Way of Life for Murphys

• Matador Networks, 11 incredible experiences to have in and around California’s Santa Maria Valley

• Wine & Spirits, Red Discovery