CH-OCVB minutes 101916 - Laserfiche WebLink

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to play platform. Our organic ads are complimented with paid advertising. For the first time this year our advertising has become more digital than traditional. This is in line with the increase in time people spend on digital platforms. The online mix includes email, search, social, display, native and video. Media partners include Garden & Gun, Southern Living, Our State, Carolina Alumni Review, Cary Magazine, Wral Out and About, tripadvisor, facebook and Instagram. We will have a page on Tripadvisor that potential visitors will use like they would our website. Investment has been made in Cvent to reach groups and meetings. Test initiatives include 2 -3 minute videos created by wral for their out and about segments. They have an agreement to cut a 15 second segment out of those videos to use on other media. This will launch in the spring. Trends have shifted in sources of influence with the internet having the same percentage influence as family and friends. Media trends show that time spent on digital video has grown to almost two hours a day by adults in the U.S., advertisers continue to increase their annual spend on social media platforms and native ads have gained in importance. Future trends include Virtual Reality, Snapchat and Blogger /Influencers. The Clean Design presentation is attached. Ms. Paolicelli spoke with the group about the differences in the three municipalities in the county, as that relates to branding. A sixth of the Visitors Bureau budget goes toward marketing Hillsborough even though we are branded as Chapel Hill. The same is true of our marketing efforts for Carrboro. Aaron Bachenheimer reminded the board that it is important that everyone on the board be able to express their views comfortably. Shannan Campbell stated that while they want to work with the rest of the county they do have their own brand strategy and website. Ms. Paolicelli said that we respect Hillsborough's need for their own identity but that the Visitors Bureau will continue to promote their destination whenever possible. Aaron Nelson reminded the board that while we may be sensitive to the differences between different parts of the County that the customer is not. Website Report Tina Fuller shared with the board information regarding how the ads produced by Clean Design are configured to go to Visitchapelhill.org when a viewer clicks on an ad. The link takes visitors to the page containing information associated with that ad. Our website pages highlight our brand. The brand is carried through the website with bloggers who are both Visitors Bureau staff and outside bloggers. Chair Waldorf expressed the view that the website displays very interesting content. Sales Report Marlene shared that she has recently returned from a small meeting market trade show in Huntsville, AL which was a good opportunity for relationship building. A new NATJA video has been produced which is a great reflection of all three towns. Marlene introduced the Bureau's Sales Consultant, Rob Stern, who was with Destination Marketing in D.C. and will be working on recruiting midweek business from that region. New Business /Roundtable Vice -Chair Pavao acknowledged all for updates in their respective fields: Tim Hoke shared that the Orange County Arts Council is ready to begin their fall arts grant season. He provided posters announcing and explaining the process and asked the board to share the information as they are holding two information sessions next week. Meg McGurk reported that Terra VITA was hugely successful, Festifall has really come into its own, Homegrown Halloween is upcoming and Rosemary Street is being freshly paved. Aaron Bachenheimer shared that the University is preparing for both Halloween and Homecoming. 31 Page CHOCVB BOD Meeting October 19, 2016