Presentation at 3rd Cape Breton Online Marketing Conference, March 7, 2013 in Baddeck, NS

2. RESEARCH
PRODUCT
DEVELOPMENT
MARKETING

4. Travel
Inten;ons
and
Conversion
Study
• Travel
Inten;ons
survey
conducted
during
key
planning
and
travel
season
• Conversion
study
conducted
post
key
season
Google
Analy;cs
• Traffic
sources
/
visits
per
source
• Geographic
• Qualified
website
traffic
• KPIs
to
define
qualified
traffic
include
• Bounce
rate
• Dura;on
• Engagement
with
the
content

5. • 2,167
Travel
Inten;ons
Surveys
(TIS)
were
completed
by
visitors
to
cbisland.com
in
2012
(1502
in
2011)
• 424
TIS
respondents
completed
the
Des;na;on
Cape
Breton
Conversion
Survey
in
2012
(346
in
2011)
• 73%
of
the
Conversion
survey
respondents
visited
in
2012

6.
%
of
Total
Visitor
Recall
Newsprint
32.7%
22%
Television
(CTV
des?na?on
promos)
8.3%
52%
Radio
16%
5%
Online
23.1%
33%
Magazine
/
Specialty
Publica?on
23.8%
28%

7. PROVINCE
OF
ORIGIN
STATE
OF
ORIGIN
CANADIAN
VISITS
US
VISITS
NS
NY
Ontario
MASS
Quebec
FLA
COUNTRY
OF
ORIGIN
OVERALL
VISITS
Canada
US
Other

8. Can
Total
Visits
Visits
NS
Visits
NF
Visits
Bounce
Dura?on
2011
101,692
67,226
31,110
795
42.3
3:46
2012
106,516
69,737
32,795
1508
44.2
4:03
Diff
+4.73%
-­‐3.6%
+5.4%
+89.69%
+1.9%
+7.37%
Campaign
Ac?ve
Dates
#
Clicks
Dura?on
Bounce
AdWords
8/10
-­‐
10/31
6,257
4:11
40.1%
Awareness/Other
7/13
-­‐
10/31
5,038
1:48
64.3%

9.
• Increase
spend
in
Adwords
• Increase
spend
on
Novasco;a.com
• Retain
Trip
Advisor
placement
• Facebook
/
SM
sites
• Tes;ng
Saltscapes.com

10. • Represents
non-­‐bounce
visits
from
Jan
1
–
Feb
28
• Highlights
include
• Ontario
visits
up
49.6%
over
2012
• Nova
Sco;a
visits
up
9.6%
over
2012

11. • Represents
visits
from
Jan
1
–
Feb
28
• Highlights
include
• All
visits
up
21.8%
over
2012
• Non
bounce
visits
55.8%
over
2012

12. Industry
partnership
is
key
to
content
• Operator
portal
for
adding
/
upda;ng
info
• Packages,
experiences
and
lis;ng
op;ons
• Adver;sing
opportuni;es

13. Thank
you
from
Des;na;on
Cape
Breton
Associa;on