HomeMy WebLinkAboutPED 2020-08-03 Item 1E - Discussion - "Experience Tukwila" Performance MeasuresCity of Tukwila
Allan Ekberg, Mayor
INFORMATIONAL MEMORANDUM
TO: Planning and Economic Development
FROM: Brandon Miles, Business Relations Manager
CC: Mayor Ekberg
DATE: July 27, 2020
SUBJECT: Experience Tukwila: Performance Measures
ISSUE
Discussion of performance measures for Experience Tukwila.
BACKGROUND
This year Tukwila launched its social media to promote the City to people within the greater
Seattle region (within 50 miles of the City). These social medial accounts are part of the City's
overall campaign to help to bring more people to the City and to help the City brand itself in the
region. The overall campaign is called, "Experience Tukwila." Experience Tukwila will have
several components:
1. Digital Platforms
Digital platforms will include social media (Facebook, Instagram, Twitter, and Linkedln),
website, and direct email. These platforms will digitally promote Tukwila, its community
members, its businesses, and everything that makes the City unique. The digital
platforms will include custom photography and videos highlighting the City.
2. Small Events and Festivals
Events and festivals will be sponsored under the "Experience Tukwila" name. Previous
events include the Rave Green Run, International Food Truck Rally, and Drag Queen
Bowling. The City will work to develop and support additional events and festivals
coming into the City.
3. Sponsorship
The City will sponsor third party activities in the City, such as Seattle Chocolates
Haunted House, Starfire Sports soccer tournaments, the Museum of Flight. These
activities do not fall under the small events and festivals given that they are usually
longer in duration activities and are on a larger scale.
DISCUSSION
Performance measures and key performance indicators (KPIs) are important in allowing
the City to track the success of activities. The following outlines staff's initial ideas for
performance measure and KPIs for Experience Tukwila. These are draft and staff would
like to work with PED as part of the budget process to identify the appropriate
performance measures and KPIs for Experience Tukwila. Staff will also be reviewing
how other similar organizations track success of their efforts.
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INFORMATIONAL MEMO
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Overall Performance Measures for Experience Tukwila
Performance Measure
Target
Method Tracking
Increase total hotel occupancy
TBD
While tracking these
and hotel revenue.
performance measures is
simple, tracking how
Experience Tukwila impacted
Increase the total number of
TBD
visitors (day and night)
the overall City economy
coming to the City.
would be difficult. The City
could use surveys to track
impacts of the City's activities.
Increase dwell time people
TBD
spend in the City when
For example, if someone visits
visiting.
the Experience Tukwila
website, we could ask them if
they plan or have visited the
Increase total revenue at
TBD
entertainment establishments,
City. However, this creates a
restaurants, and retailers.
causation versus correlation
issue.
Cell phone data might also be
able to be used to track
certain outcomes.
Public Perception of the City.
TBD
In 2017 the City completed a
survey of Puget Sound
resident's perceptions of the
City. This survey could be
duplicated on a regular basis
to see if the City's marketing
efforts on changing how
people in the region view the
City.
Key Performance Indicators for Certain Activities
Website
KPIs
Goals
Method of Tracking
Total Sessions
TBD
Google Analytics
Total Unique Visitors
TBD
Total Page Views
TBD
Click Throu hs
TBD
Videos Viewed
TBD
Total Session time.
TBD
Geographic location of
visitors.
TBD
Specific pages viewed
TBD
Ranking on Google Search
Top of page 1.
Searching "Tukwila" on
Google
https://tukwilawa.sharepoint.com/sites/mayorsoffice/cc/Council Agenda Items/Mayor's Office/PED, August 3/Experience Tukwila, Performance
34 Measures/Experience Tukwila, Peformance Measures, Info Memo.doc
INFORMATIONAL MEMO
Page 3
KPIs
Total engagements (likes,
shares/retweets, comments
Reach/Impressions
Tags/mentions
Hashtag utilization
Click through rate
Video views
Check Ins
Social Listening reports
Open Rate
Clickthrough rate
Media Impressions
Tickets Sold
Total Attendance
Revenue from event
Media impressions of event.
Attendance at event or
activity.
Media mentions
Hashtag usage
Social Media
Goals
TBD
TBD
TBD
TBD
TBD
TBD
TBD
TBD
Email Marketin
TBD
TBD
Small Events and Festivals
TBD
TBD
TBD
TBD
TBD
orshios
Method
Track usage on social media
accounts.
Free analytics provided by
social media companies.
Free analytics provided by
social media companies
Free analytics provided by
social media companies
Free analytics provided by
social media companies
Free analytics provided by
social media companies
Free analytics provided by
social media companies
TBD
Tools provided with email
management systems
(Constant Contact, Mail
Chimp, etc.)
TBD
Tracking of tickets sold
Tracking admission and
headcounts.
Ticket sales and vendor sales
reports.
TBD
Online sales and headcount.
Self -reporting and google key
word monitoring.
Free analytics provided by
social media companies
FINANCIAL IMPACT
N/A. Costs will be determined once we decided which performance indicators to use and which
KPIs to monitor. Many KPIs can be monitored using free tools on google and social media
accounts.
RECOMMENDATION
Discussion only. Staff will work to refine and define performance measures as part of the budget
process.
ATTACHMENTS
None.
https://tukwilawa.sharepoint.com/sites/mayorsoffice/cc/Council Agenda Items/Mayor's Office/PED, August 3/Experience Tukwila, Performance
Measures/Experience Tukwila, Peformance Measures, Info Memo.doc
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