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For Approval March 19, 2025 <br /> o Performance highlights (July-Dec): 1.5 million video views, 73 literature requests and 11 <br /> newsletter subscriptions, search activity has a 8.95% click through rate, media drove 32% of <br /> new users to visitchapelhill.org <br /> o Sneak Piques—In-state optimize toward video views to showcase Sneak Piques video creative. <br /> So far they have highlighted 8 different Sneak Piques. <br /> o Learnings: Steel String Brewery was the top performing social creative, women more likely to <br /> engage with the ad with men more likely to CTR to website, Charlotte had highest in state <br /> engagement,non-brand search traffic is places to visit in NC "NC Getaways" "what to do in <br /> North Carolina?" "What to do near Duke University" <br /> ■ Paris Miller-Foushee asked how many hotels offer spa treatments. Marlene answered <br /> that there is no designated resort for spa treatments <br /> • Business & Conferences: Campaign extension seeks to grow corporate business meetings in area <br /> hotels and included Florida, Georgia, and NC <br /> o FY25 Trends— 19 RFP requests, 89% search conversions, airports ad, 6.8% CTR(71%year of <br /> year improvement) <br /> ■ David asked about the average RFP flow? Jason clarified there was not a good metric <br /> for comparison <br /> ■ Meredith asked if are we back to pre-COVID numbers? Marlene answered that <br /> corporate meetings have not reached pre-COVID but increasing. Jason highlighted that <br /> quarterly gatherings are an increasing trend post-COVID due to more remote working. <br /> ■ Matt Hughes had an observation about conferences that might have missing potential <br /> due to budget constraints. <br /> ■ Meredith asked how does the Visitors Bureau feature other meeting spaces that do not <br /> have a hotel component. Marlene discussed how typically planners want everything <br /> under one roof, but the Visitors Bureau can direct other types of business to different <br /> meeting spaces. <br /> ■ Paris Mill-Foushee brought up that some venues won't look at long term bookings, <br /> which Marlene confirmed can be an issue with meeting spaces in Orange County. <br /> Logo exploration <br /> • Laurie followed up with an update on the request to reevaluate our logo design. We are currently <br /> looking at biding for our advertising agency in 2026 and would want to wait until then for a redesign. <br /> • Laurie gave the board a handout with logo design options and asked them to review it to revisit at a <br /> later board meeting. <br /> o David asked when was the last brand update? 2011. <br /> o DR asked if has the group made a decision to actually change the logo?No, but next month's <br /> board meeting will further discuss <br /> Partner Updates <br /> • Craig Lloyd— Seafood Festival in Hillsborough, Antique Festival coming up in April 2025 <br /> 2CHOCVB BOD Meeting January 15 , 2025 <br />