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HomeMy WebLinkAboutPED 2020-12-07 Item 1C - Discussion - Experience Tukwila Performance Measures City of Tukwila Allan Ekberg, Mayor INFORMATIONAL MEMORANDUM TO: Planning and Economic Development FROM: Brandon Miles, Business Relations Manager CC: Mayor Ekberg DATE: December 1, 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 LinkedIn), 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. The digital platforms will also allow the City to highlight specific events with unique landing pages for those events. 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. 81 INFORMATIONAL MEMO Page 2 https://tukwilawa.sharepoint.com/sites/mayorsoffice/cc/CC Docs/Old W/2020 Info Memos/Experience Tukwila, Peformance Measures 12-7 PED.doc Overall Performance Measures for Experience Tukwila Performance measures need to be linked to the overall goals of an initiative or campaign. The following are the overall goals of Experience Tukwila. Performance Measure Target Method Tracking Increase total hotel occupancy and hotel revenue. TBD While tracking these performance measures is simple, tracking how Experience Tukwila impacted the overall City economy would be difficult. The City could use surveys to track impacts of the City’s activities. For example, if someone visits the Experience Tukwila website, we could ask them if they plan or have visited the City. However, this creates a causation versus correlation issue. Cell phone data might also be able to be used to track certain outcomes. Increase the total number of visitors (day and night) coming to the City. TBD Increase dwell time people spend in the City when visiting. TBD Increase total revenue at entertainment establishments, restaurants, and retailers. TBD 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 Throughs 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 82 INFORMATIONAL MEMO Page 3 https://tukwilawa.sharepoint.com/sites/mayorsoffice/cc/CC Docs/Old W/2020 Info Memos/Experience Tukwila, Peformance Measures 12-7 PED.doc Social Media KPIs Goals Method Total engagements (likes, shares/retweets, comments). TBD Track usage on social media accounts. Reach/Impressions TBD Free analytics provided by social media companies. Tags/mentions TBD Free analytics provided by social media companies Hashtag utilization TBD Free analytics provided by social media companies Click through rate TBD Free analytics provided by social media companies Video views TBD Free analytics provided by social media companies Check Ins TBD Free analytics provided by social media companies Social Listening reports TBD TBD Email Marketing Open Rate TBD Tools provided with email management systems (Constant Contact, Mail Chimp, etc.) Clickthrough rate TBD Small Events and Festivals Media Impressions TBD TBD Tickets Sold TBD Tracking of tickets sold Total Attendance TBD Tracking admission and headcounts. Revenue from event TBD Ticket sales and vendor sales reports. Media impressions of event. TBD TBD Sponsorships Attendance at event or activity. TBD Online sales and headcount. Media mentions TBD Self-reporting and google key word monitoring. Hashtag usage TBD Free analytics provided by social media companies FINANCIAL IMPACT N/A. Many KPIs can be monitored using free tools on google and social media accounts. Updating the public perception study would incur a cost to have a firm complete the study. RECOMMENDATION Forward to December 14 Committee of the Whole Meeting for discussion from full council. ATTACHMENTS  Screen Shots of Selected Social Media Analytics 83 84 Screen Shots of Selected Social Media Analytics LinkedIn (Launched in October of 2020) 85 Facebook (Launched in May of 2020) Facebook Ad Currently Running 86 Twitter (Launched in May of 2020) 87