Travel Promotion Division
Monthly Update
April 2012
Travel Promotion Administration
Held first meeting to discuss blue-green algae issues at Oklahoma lakes on March 1, at OTRD offices. Representatives
from multicounty lake associations and U.S. Corps of Engineers were in attendance. Discussion centered on current
conditions of lakes, testing procedures, and future messaging to media and public as we prepare for summer travel season.
Also compiled a policy report regarding a communications plan for blue-green algae.
Continued to work on developing the 2012 Spring tourism advertising campaign.
Prepared letter and included an Oklahoma state park overnight package to the one millionth visitor at the Jasmine Moran
Children’s Museum in Seminole. Museum staff was planning a big media event for this milestone.
Submitted an application and report on TRIP and TravelOK.com for the Quality Oklahoma Team Day commendation
award.
Hosted a meeting with Jamie Cummings, the new Agritourism Director, to help orient her with staff, tourism programs
and industry resources.
Submitted online booking statistics for state parks with cabins or lodge rooms to the Oklahoma Secretary of State’s office,
in response to their request for this information to help them prepare an upcoming speech presentation.
Made speech presentations to the following organizations: Oklahoma Association of Fairs & Festivals in Oklahoma City,
February 3; Oklahoma DHS Area 1 Foster Grandparents, in Oklahoma City, February 24; Leadership Blackwell, in
Oklahoma City, March 6; Enid Rotary Club, in Enid, March 26.
Prepared an OTRD general powerpoint presentation that can be used by staff and commissioners, as needed.
Attended and took minutes at the Feb 7 quarterly board meeting of the Oklahoma Lakes & Countries Association.
Developed new email template for industry communications and TravelWire.
Secured judges to review entries for Oklahoma Redbud Awards, and shipped materials and information to them.
Continued co-hosting travel segments with KFOR Channel 4 and KSBI Channel 52.
Sales & Use Tax Report – Page 8
Travel Communications and Publications
Travel Communication Activities:
Continued communications with advertisers and graphic designer for 2012 Outdoor Guide
Continue inventory tracking, monthly revenue reports and sales tax reports for Okie Boutique
Working with agency interior designer on a floorplan redesign of Oklahoma City TIC
Populating new Point of Sale software for TIC stores
Continue to update POS system with new merchandise items for Tourism Information Centers
Distributed regular OklaTravelWire updates
Gathered event information and prepared scripts for weekly Travel Minute radio spots
2
Provided topics and footage for weekly KFOR-TV and OklaVision segments, as well as our bi-weekly KSBI
segment
Drafted articles for weekly Sunday Oklahoman column
Media Inquiries:
Provided Ramona Clark-Judd, Lake Texoma Association, with outdoor travel journalist contacts from
Dallas/Ft Worth area, and Oklahoma City/Tulsa areas
Provided images of lakes and Route 66 landmarks to Anna Politano, with Oklahoma Living, for cover and
stories in March and April issues
Provided photo of 2012 Travel Guide cover to Aimee Dennis, with Tulsa Lifestyle Magazine
Provided photos of outdoor landscapes to Carol with Oklahoma Bar Association, for the cover of their
upcoming quarterly publication
Working on Spring media pitch for regional journalists
Prepared trip arrangements for June Naylor, who was on assignment for the Dallas Morning News; her
Oklahoma story ran on the cover of the March 18 travel section
Prepared an itinerary, arranged community contacts, and helped escort Michelle Newman, a San Antonio
freelance travel writer during her trip to Oklahoma; she was in Oklahoma on assignment with AAA Home
& Away Magazine
Consumer and Trade Marketing
Attended the Oklahoma City Convention and Visitors Bureau attractions meeting to present the Oklahoma Road Show
program.
Exhibited at the Turner Tours Travel Show in Terre Haute, Indiana. This show was by invitation only. The only
representatives were OTRD and the Claremore Convention and Visitors Bureau. Approximately 500 of Turner Tours
travelers attended the show. The concept was to promote the upcoming tours Turner Tours had planned over the next two
years. Oklahoma was presenting their Cowboys, Indians and Oil Barons. Nineteen travelers signed up for the tour during
the show and the tour operator indicated they had other reservations. This will allow for the tour to make.
Assisted the Oklahoma Insurance Department with an information booth at the inaugural Tornado Preparedness Summit
in Oklahoma City. Estimated attendance was 700.
Attended Heritage Club Annual Peer Group Conference in Roger’s Arkansas. This is an annual gathering of bank travel
clubs associated with a mid-west based organization. 49 bank club directors representing twelve states attended along
with eleven key tour operator partners. Oklahoma City Convention and Visitors Bureau and OTRD hosted this event in
2010. Since that time, multiple clubs have planned trip to Oklahoma. We have continued attending the show to
encourage additional tours.
Exhibited at the Metro Family Kidsfest at State Fair Park. Estimated attendance was 3,500.
Attended the quarterly Tourist Oriented Directional Signs meeting at the Oklahoma Department of Transportation.
Continue meeting and refining Road Show plans. The first show is scheduled at First National Center Great Banking Hall
with Devon Energy on April 12, Farmers Insurance – Oklahoma City on April 16 and the third is scheduled for Blue
Cross Blue Shield – Tulsa, May 11.
Traveler Response Information Program (TRIP)
Brochure Fulfillment & Customer Service Programs
3
Between January and March, processed brochure orders for 14,799 consumers including a total of 214,398
brochures. Orders in March increased by 40% from the number of brochures ordered in March 2011.
Brochure fulfillment program revenue collected between the months of January and March was $57,483.83.
For FYTD 2012 we are $51,220, or 39%, above budgeted revenue.
There were 94 active fulfillment agreement partners during the month of March.
Handled 601 e-mail inquiries from consumers between January and March including researching and crafting a
response. Handled 555 consumer inquiries by telephone during this time.
Received and filled bulk orders for boxes of brochures for more than 100 tourism industry organizations
between January and March. Also handled the annual bulk mailing of new travel guides, state highway maps
and dining guides to 124 chambers of commerce, main street organizations, multicounty organizations and
CVBs across the state.
TravelOK.com and Interactive Team
Three members of the digital marketing team attended the Adobe Omniture Summit in Salt Lake City, UT
March 19-22 to learn more about our web metrics software.
Added a Foursquare page to the TravelOK.com site to feature the new OKC badge program and promote
TravelOK’s presence on Foursquare. Users can download the Foursquare app and receive tips from TravelOK
as they travel around Oklahoma. By checking into at least five places on the TravelOK Oklahoma City list,
users will earn the new OKC badge.
Combined the two separate paid search campaigns on Google for in-state and out-of-state consumers into one
campaign to eliminate the artificial in-state bias of that separate budget. We went from over 400 ad groups
duplicated between the two campaigns to 167 ad groups in the consolidated campaign that will now serve in-
state and out-of-state consumers equally.
Worked with Discover Oklahoma team to concept and script a video about getting started tracing family
history in Oklahoma featuring Lt. Governor Todd Lamb. The Lt. Governor explains how to use
TravelOK.com for genealogy research and then shows a brief overview of tracing his own family tree in
Oklahoma. This “how to” video will be placed in our genealogy section once final edits are complete. Also
added a genealogy starter kit to the genealogy section of TravelOK.com that includes downloadable forms.
Users get a brief overview of how to use our five generation pedigree chart, individual research worksheet &
checklist and family group sheet.
Upgraded the state parks section of TravelOK.com to include internal navigation for the section. Now, users
can access a navigation menu including links to the booking page, state park updates, interactive state park
map, order the outdoor recreation guide, view the online fishing guide, read FAQs and see current burn bans
from any page within the state parks section. Also added back-end functionality that allows staff to enter news
items and updates about state parks that populate the new state park updates page. Added a state parks booking
page providing graphical links to booking pages for all state parks that offer online reservations for cabins,
lodge rooms or golf course tee times. The booking page can be accessed from the state parks landing page.
Individual booking links are also displayed on each park’s profile page on TravelOK.com. Added back-end
functionality that allows OTRD staff to manually tag events that occur at state parks so that regardless of their
database category (i.e. fishing tournament, car show, crafts festival, etc.) they will all appear on the state parks
landing page.
4
Overhauled the Things To Do section, the most popular area on the TravelOK.com site, including updated
design and more user-friendly functionality for searching. When users select our things to do search
functionality now the category choices available to them will dynamically narrow as they select criteria. This
will ensure that the criteria users create will return results. For instance, if the user selects a city or a region,
only those categories of things to do that have listings in the selected city or region will remain options on the
search page.
Added back-end functionality that allows staff to change the order in which articles appear on pages. This will
allow us to bring articles about timely topics to the forefront and keep the site continuously relevant. For
example, we have brought articles about spring break, springtime festivals and eagle watching to the top of
relevant pages so that users can spot them right away. As time goes on, we can surface articles about outdoor
subjects, lakes and boating, summertime fun, fall foliage, winter holidays, etc.
Added new functionality that will display articles ranked by relevance in site search results. Instead of articles
that contain the search term appearing in random order, those that contain the search term in their titles will be
displayed at the top of the list. This will make that section of site search results much more user-friendly.
Began a complete overhaul of the TravelOK.com restaurants database. We started with approximately 3,500
active restaurant listings and during the course of the project, each one will be fact checked, updated, rewritten
for search engine optimization and every attempt will be made to add photos. In addition, the TravelOK.com
content team is comparing our database to the metro area phone books, online resources such as
UrbanSpoon.com and local sources such as the Gazette and Urban Tulsa papers to identify newly opened
restaurants that we don’t yet have a listing for. This project is expected to be the top priority for the content
team through July when they will need to shift to 2013 event listings, but other content projects will also be
woven into their schedules.
Added Google +1 buttons to all profile pages, tag display pages and article pages throughout the
TravelOK.com site. This allows users to “like” our page and share it with their circles on Google+. The
number of +1 actions accumulates and helps to increase TravelOK.com’s search engine rankings as well.
Added new functionality to the data engine that allows industry members to supply us a link to their Google+
page and have it appear on their profile page along with Facebook, Twitter and YouTube links.
Added events pages for all 2012 Oklahoma City RedHawks and Tulsa Driller baseball games and Tulsa Shock
basketball games.
Reconciled agritourism listings with TravelOK.com for the following categories: Museums, Farm and Ranch
Attractions, Mazes and U-Pick Farms. Added new pages for any listing that were on the agritourism site, but
not TravelOK.com. This is being done in preparation to consolidate the two sites onto TravelOK.com.
Created profile pages for LDS Family History Centers in Oklahoma and other top genealogy resources across
the state.
During the months of January, February and March, there were 480,003 visitor sessions on TravelOK.com and
over 3,439,982 page views on the site. These figures broke both the visits and page views records for the
month of February by 11% and 17% respectively.
Added seven new articles to TravelOK.com between January and March. There were 197,709 page views for
articles during these months.
Added 78 new photos to the main Photo Gallery between January and March. There were a total of 176,706
photo slideshows viewed on the site. Added 20 new videos to the main Video Gallery. There were a total of
17,971 videos viewed on the site.
5
333 new user comments about individual tourism properties or website articles were reviewed and posted to
the site between January and March.
As of January 31, TravelOK.com ranked #10 among state tourism department websites for total visitors and #1
for page views per visit according to Quantcast.com.
The December e-mail blast was deployed on Dec 13 and was themed around the holidays in Oklahoma. The
message was delivered to 41,756 subscribers with an open rate of 27.37% and a click-through rate of 11.01%.
The open rate was almost double the industry average of 15.5% and the click-through rate was in line with the
industry standard of 11.6% for the travel and tourism industry according to Constant Contact.
The January e-mail blast was deployed on Jan 25 and was themed around genealogy, romantic escapes for
Valentine’s Day and February events in Oklahoma. The message was delivered to 43,560 subscribers with an
open rate of 34.28% and a click-through rate of 12.60%.
The February e-mail blast was deployed on Feb 22 and was themed around Spring Break activities in
Oklahoma. The message was delivered to 45,738 subscribers with an open rate of 33.82% and a click-through
rate of 37.70%.
The March e-mail blast was deployed on Mar 28 and was themed around arts festivals, botanical gardens and
springtime deals and coupons. Statistics for this e-mail blast will be available in mid-April.
During December a contest was hosted on TravelOK.com to give away a resort retreat at The Canebrake in
Wagoner. The prize package included a free overnight stay, breakfast, a yoga class, and other activities at the
resort. There were 4,028 entries in the contest and the winner was Carolyn D. from Norman, OK.
During late January and early February a contest was hosted on TravelOK.com to give away a small town
sampler prize package in Guthrie. The prize package included a free overnight stay at Aaron’s Gate bed and
breakfast, dinner for two at The Stables restaurant, two free tickets to a Pollard Theatre production, two free
rounds of golf at the Guthrie Country Club, a free First Capitol Trolley tour and free admission for two to the
Oklahoma Sports Museum. There were 3,895 entries in the contest and the winner was Melissa S. from Vian,
OK.
During late February and most of March a contest was hosted on TravelOK.com to give away a free guest
ranch package. The prize package included a free overnight stay at Buffalo Creek Guest Ranch, free meals and
recreational activities on the ranch. There were 3,700 entries in the contest and the winner was Kimberly C.
from Alex, OK.
During March the digital content team created 741 new listing pages and edited or updated another 2,611
listing pages.
The Foursquare.com social media site held a nationwide contest in conjunction with the White House’s
VisitUS tourism initiative. Destinations and individuals were encouraged to create lists of the top things to see
and do in their city and submit them for the contest. TravelOK.com submitted a list for Oklahoma City and
was one of five U.S. cities to win a badge. Having a city badge puts Oklahoma City in an elite group of 20
cities worldwide that currently have badges such as Moscow, London, Paris, Madrid, New Orleans, New York
City, Seattle and Atlanta. Foursquare boasts over 15 million users and more than 150 billion check-ins to date
with millions more check-ins being registered daily.
6
TravelOK’s brand page on the Foursquare.com social media site grew to 29,767 followers by the end of
March, up from 29,499 in February. A total of 30 new tips were added to our Foursquare brand page for
visitors to discover as they check in at locations across the state.
TravelOK’s Twitter following grew to 3,509 by the end of March, up from 3,313 in February. TravelOK was
@ mentioned 1,441 times and retweeted 993 times between January and March.
The new TravelOK brand page on Google+ grew to 266 followers by the end of March, up from 219 followers
in February.
TravelOK’s new Pinterest page had 151 people following all of our boards by the end of March, up from 85 in
February. Individual boards such as Things To Do in Oklahoma had as many as 315 followers.
Literature Distribution Center
Supplied a total of 660,893 tourism brochures to walk-ins, trade shows, state parks and tourism information centers
between January and March.
Received 597,130 tourism brochures from industry members for distribution in response to calls for resupply. Placed
brochures received into inventory.
Trip Activity Report, Jan-Mar – Pages 9-11
Tourism Information Centers
During February and March, the Miami TIC completed 30 Pikepass transactions, and Oklahoma City had 28. Once
we are able to get the additional signage in place, I am sure we will see these numbers increase significantly.
Miami became a Pikepass agent on February 22, and is the only one in their area. When highway signage is placed
about this available service, we expect both centers to have a significant increase with these transactions.
OTRD and Oklahoma Turnpike Authority (OTA) are in discussions regarding the possibility of sharing the OKC
TIC facility. By combining forces at this location, the OKC TIC could become a full service Pikepass solution for
travelers, allowing them to make a Pikepass purchase seven days a week. This should increase foot traffic
considerably, which will hopefully translate into an increase in gift shop revenue for the center.
The Sallisaw TIC had a new roof installed in March. New exterior paint was applied to the Colbert TIC.
We have secured the former Java Dave’s space located adjacent to our Capitol Visitor Center and will be placing
additional brochure racks in the space, as well as a small seating area. The additional rack space will allow us to
display all literature approved for distribution through the twelve Oklahoma Tourism Information Centers. Up to
this point we have only been able to display approximately 250 of the more than 400 approved brochures and rack
cards due to limited rack space.
TIC Visitation Report, Feb-Mar – Pages 12-13
TIC Gift Shop Revenue Report, Feb-Mar – Pages 14-15
Discover Oklahoma
The Discover Oklahoma television program is pre-empted in March in its two largest markets (OKC and Tulsa) by the
NCAA basketball tournament on CBS, for four consecutive weeks. There were five Saturdays in March 2012, so we did
air one new episode. The March 3 episode featured destinations in Oklahoma City, Ardmore, Frederick, and was taped
7
from Charlie’s Sports Grill in Choctaw which was the winner of an online poll (on the Discover Oklahoma Facebook
page) of viewer’s favorite places to “Thunder up” if you don’t have tickets to watch the game courtside.
New stories were taped in Norman, Tulsa, Edmond, Oklahoma City, Spiro and Stillwater. New shows were taped from
The Paseo arts district, and from HeyDay Family Entertainment in Norman.
Editing continues on the Genealogy Getting Started video for TravelOK.com, hosted by Lieutenant Governor Todd
Lamb.
Planning has begun and continues for sponsored segments and integration by Agritourism, Floyd’s RV, Ford Dealers of
Oklahoma, and AAA. Planning has also begun for this year’s “Where in the State is the Magic Man” promotional trip in
May, for Shel Wagner, KMGL’s Jeff Roberts, and Oklahoma Today Magazine’s Joan Henderson.
Shel Wagner’s article on Geocaching featuring Roman Nose State Park was published in the March 4 edition of The
Oklahoman.
Recorded the April Travel Minute for radio stations across the state. KMGL radio, the top ratings-holder for Oklahoma
City metro women, began airing the Travel Minute PSA this month.
ANNUAL
YEAR-TO-DATE PERCENT
MONTH DEPOSITS CHANGE
FY 1988 TOURISM TAX $1,041,662.19
FY 1989 TOURISM TAX $1,925,861.02 84.88%
FY 1990 TOURISM TAX $2,106,655.19 9.39%
FY 1991 TOURISM TAX $2,178,059.70 3.39%
FY 1992 TOURISM TAX $2,381,374.15 9.33%
FY 1993 TOURISM TAX $2,430,399.81 2.06%
FY 1994 TOURISM TAX $2,559,589.19 5.32%
FY 1995 TOURISM TAX $2,889,317.03 12.88%
FY 1996 TOURISM TAX $2,985,066.27 3.31%
FY 1997 TOURISM TAX $3,362,916.15 12.66%
FY 1998 TOURISM TAX $3,631,768.43 7.99%
FY 1999 TOURISM TAX $3,784,899.92 4.22%
FY 2000 TOURISM TAX $3,878,018.25 2.46%
FY 2001 TOURISM TAX $4,119,869.71 6.24%
FY 2002 TOURISM TAX $4,406,530.01 6.96%
FY 2003 TOURISM TAX $4,117,659.50 -6.56%
FY 2005 TOURISM TAX $4,679,044.20 4.25%
FY 2006 TOURISM TAX $5,051,071.25 7.95%
FY 2007 TOURISM TAX $5,401,290.32 6.93%
YEAR-TO-DATE ANNUAL
SALES TAX & USE PERCENT
MONTH TAX DEPOSITS CHANGE
FY 2008 $6,995,865.93 9.53%
FY 2009 $7,228,898.76 3.33%
FY 2010 $6,580,867.54 -8.96%
Jul-10 $559,839.24 -0.33% $559,839.24
Aug-10 $547,144.03 -2.24% $1,106,983.27 -1.28%
Sep-10 $553,037.14 8.26% $1,660,020.41 1.70%
Oct-10 $545,102.49 6.27% $2,205,122.90 2.79%
Nov-10 $542,641.86 2.49% $2,747,764.76 2.73%
Dec-10 $590,282.64 0.57% $3,338,047.40 2.34%
Jan-11 $604,881.04 4.48% $3,942,928.44 2.67%
Feb-11 $529,344.65 5.99% $4,472,273.09 3.05%
Mar-11 $517,712.58 2.11% $4,989,985.67 2.95%
Apr-11 $601,682.18 3.86% $5,591,667.85 3.05%
May-11 $580,559.25 1.27% $6,172,227.10 2.88%
Jun-11 $590,108.41 1.27% $6,762,335.51 2.76%
FY 2011 $6,762,335.51 2.76%
Jul-11 $612,867.35 9.47% $612,867.35
Aug-11 $586,461.13 7.19% $1,199,328.48 8.34%
Sep-11 $599,021.33 8.31% $1,798,349.81 8.33%
Oct-11 $596,475.49 9.42% $2,394,825.30 8.60%
Nov-11 $595,884.82 9.81% $2,990,710.12 8.84%
Dec-11 $627,928.28 6.38% $3,618,638.40 8.41%
Jan-12 $672,816.29 11.23% $4,291,454.69 8.84%
Feb-12 $586,058.62 10.71% $4,877,513.31 9.06%
Mar-12 $610,336.99 17.89% $5,487,850.30 9.98%
SALES TAX AND
USE TAX
DEPOSITED FOR
PERCENT CHANGE
(Y2/y1)
DEPOSITS
OKLAHOMA TOURISM PROMOTION TAX
MONTHLY APPORTIONMENTS AND DEPOSITS
Current Month is: March 2012
8
MetricJan.
2012
Dec.
2011
%
Change
Jan.
2012
Jan.
2011% Change
FY
2012
FY
2011% Change
Literature Requests
Phone 1 2 (50.00%) 1 1,966 (99.95%) 68 5,214 (98.70%)
Voice Mail 204 77 164.94% 204 251 (18.73%) 983 676 45.41%
US Mail 66 92 (28.26%) 66 103 (35.92%) 335 401 (16.46%)
E-Mail 10 13 (23.08%) 10 45 (77.78%) 142 423 (66.43%)
Website 3,178 1,091 191.29% 3,178 6,470 (50.88%) 16,181 18,210 (11.14%)
Reader Service 424 841 (49.58%) 424 1,803 (76.48%) 4,165 7,174 (41.94%)
Total Literature Requests 3,883 2,116 83.51% 3,883 10,638 (63.50%) 21,874 32,098 (31.85%)
Website Activity
Total Visitor Sessions 129,628 95,464 35.79% 129,628 118,915 9.01% 1,148,781 1,014,885 13.19%
Total Unique Visitors 126,708 95,867 32.17% 126,708 114,395 10.76% 1,117,558 950,574 17.57%
Total Page Views 917,016 573,984 59.76% 917,016 799,371 14.72% 7,723,161 6,842,903 12.86%
Avg. Sessions Per Day 4,182 3,079 35.79% 4,182 3,836 9.01% 5,339 4,723 13.04%
Avg. Length of Session 9:58 9:20 6.79% 9:58 10:07 (1.48%) 9:48 9:48 0.05%
Avg. Page Views per Session 7.07 6.01 17.64% 7.07 6.72 5.17% 6.62 6.66 (0.63%)
Social Media
TravelOK Twitter Followers1
2,955 2,716 8.80% 2,955 N/A N/A 1,143 N/A N/A
TravelOK Twitter Mentions2
407 461 (11.71%) 407 N/A N/A 2,643 N/A N/A
TravelOK Twitter Retweeted2
280 278 0.72% 280 N/A N/A 1,524 N/A N/A
TravelOK Foursquare Followers1
29,197 28,988 0.72% 29,197 N/A N/A 6,140 N/A N/A
TravelOK Google+ Followers3
144 N/A N/A 144 N/A N/A 144 N/A N/A
TravelOK Social Media Click-Thrus2
1,200 805 49.07% 1,200 N/A N/A 6,625 N/A N/A
E-Newsletter Program
Dec.
2011
Nov.
2011
%
Change
Dec.
2011
Dec.
2010
%
Change
FY
2012
FY
2011
%
Change
Total Messages Delivered 41,756 41,365 0.95% 41,756 33,327 25.29% 224,595 208,558 7.69%
Open Rate 27.37% 33.91% (19.29%) 27.37% 27.33% 0.15% 31.63% 29.05% 8.91%
Click-Through Rate 11.01% 17.15% (35.80%) 11.01% 10.30% 6.89% 12.62% 9.59% 31.50%
List Opt-Ins 862 1,068 (19.29%) 862 262 229.01% 7,847 3,021 159.75%
1March 2011 was the first month that these figures were tracked. Comparisons will be shown as history is accumulated.
2June 2011 was the first month that these figures were tracked. Comparisons will be shown as history is accumulated.
3November 2011 was the first month that this figure was tracked. Comparisons will be shown as history is accumulated.
TRIP Activity Report
January 2012
Comparisons
9
MetricFeb.
2012
Jan.
2012
%
Change
Feb.
2012
Feb.
2011% Change
FY
2012
FY
2011% Change
Literature Requests
Phone 6 1 500.00% 6 1,966 (99.69%) 74 5,978 (98.76%)
Voice Mail 201 204 (1.47%) 201 251 (19.92%) 1,184 796 48.74%
US Mail 130 66 96.97% 130 103 26.21% 465 445 4.49%
E-Mail 21 10 110.00% 21 45 (53.33%) 163 458 (64.41%)
Website 5,011 3,178 57.68% 5,011 6,470 (22.55%) 21,192 21,851 (3.02%)
Reader Service 347 424 (18.16%) 347 1,803 (80.75%) 4,512 7,868 (42.65%)
Total Literature Requests 5,716 3,883 47.21% 5,716 10,638 (46.27%) 27,590 37,396 (26.22%)
Website Activity
Total Visitor Sessions 136,486 129,628 5.29% 136,486 109,155 25.04% 1,285,267 1,124,040 14.34%
Total Unique Visitors 134,079 126,708 5.82% 134,079 105,231 27.41% 1,251,637 1,055,805 18.55%
Total Page Views 950,494 917,016 3.65% 950,494 737,527 28.88% 8,673,655 7,580,430 14.42%
Avg. Sessions Per Day 4,706 4,182 12.55% 4,706 3,898 20.73% 5,260 4,620 13.85%
Avg. Length of Session 9:56 9:58 (0.33%) 9:56 10:29 (5.25%) 9:49 9:53 (0.65%)
Avg. Page Views per Session 6.96 7.07 (1.56%) 6.96 6.76 2.96% 6.66 6.68 (0.18%)
Social Media
TravelOK Twitter Followers1
3,313 2,955 12.12% 3,313 N/A N/A 1,740 N/A N/A
TravelOK Twitter Mentions2
536 407 31.70% 536 N/A N/A 3,179 N/A N/A
TravelOK Twitter Retweeted2
382 280 36.43% 382 N/A N/A 1,906 N/A N/A
TravelOK Foursquare Followers1
29,499 29,197 1.03% 29,499 N/A N/A 6,651 N/A N/A
TravelOK Google+ Followers3
219 144 52.08% 219 N/A N/A 219 N/A N/A
TravelOK Pinterest Followers4
85 0 N/A 85 N/A N/A 85 N/A N/A
TravelOK Social Media Click-Thrus2
1,207 1,200 0.58% 1,207 N/A N/A 7,832 N/A N/A
E-Newsletter Program
Jan.
2012
Dec.
2011
%
Change
Jan.
2012
Jan.
2011
%
Change
FY
2012
FY
2011
%
Change
Total Messages Delivered 43,288 41,756 3.67% 43,288 33,637 28.69% 267,883 242,195 10.61%
Open Rate 34.28% 27.37% 25.25% 34.28% 29.49% 16.24% 32.01% 29.11% 9.97%
Click-Through Rate 12.60% 11.01% 14.44% 12.60% 12.15% 3.70% 12.61% 9.96% 26.65%
List Opt-Ins 2,028 862 135.27% 2,028 1,276 58.93% 9,875 4,297 129.81%
1March 2011 was the first month that these figures were tracked. Comparisons will be shown as history is accumulated.
2June 2011 was the first month that these figures were tracked. Comparisons will be shown as history is accumulated.
3November 2011 was the first month that this figure was tracked. Comparisons will be shown as history is accumulated.
TRIP Activity Report
February 2012
Comparisons
10
MetricMar.
2012
Feb.
2012
%
Change
Mar.
2012
Mar.
2011% Change
FY
2012
FY
2011% Change
Literature Requests
Phone 2 6 (66.67%) 2 307 (99.35%) 76 6,285 (98.79%)
Voice Mail 219 201 8.96% 219 197 11.17% 1,403 993 41.29%
US Mail 108 130 (16.92%) 108 132 (18.18%) 573 577 (0.69%)
E-Mail 36 21 71.43% 36 20 80.00% 199 478 (58.37%)
Website 3,419 5,011 (31.77%) 3,419 3,170 7.85% 24,611 25,021 (1.64%)
Reader Service 1,416 347 308.07% 1,416 822 72.26% 5,928 8,690 (31.78%)
Total Literature Requests 5,200 5,716 (9.03%) 5,200 4,648 11.88% 32,790 42,044 (22.01%)
Website Activity
Total Visitor Sessions 213,889 136,486 56.71% 213,889 192,066 11.36% 1,499,156 1,316,106 13.91%
Total Unique Visitors 210,551 134,079 57.04% 210,551 180,616 16.57% 1,462,188 1,236,421 18.26%
Total Page Views 1,572,982 950,494 65.49% 1,572,982 1,345,304 16.92% 10,246,637 8,925,734 14.80%
Avg. Sessions Per Day 6,900 4,706 46.60% 6,900 6,196 11.36% 5,442 4,795 13.50%
Avg. Length of Session 9:55 9:56 (0.17%) 9:55 10:31 (5.71%) 9:50 9:57 (1.25%)
Avg. Page Views per Session 7.35 6.96 5.60% 7.35 7.00 5.00% 6.74 6.71 0.42%
Social Media
TravelOK Twitter Followers1
3,509 3,313 5.92% 3,509 1,084 N/A 1,936 N/A N/A
TravelOK Twitter Mentions2
498 536 (7.09%) 498 N/A N/A 3,677 N/A N/A
TravelOK Twitter Retweeted2
331 382 (13.35%) 331 N/A N/A 2,237 N/A N/A
TravelOK Foursquare Followers1
29,767 29,499 0.91% 29,767 15,920 N/A 6,919 N/A N/A
TravelOK Google+ Followers3
266 219 21.46% 266 N/A N/A 266 N/A N/A
TravelOK Pinterest Followers4
151 85 77.65% 151 N/A N/A 151 N/A N/A
TravelOK Social Media Click-Thrus2
966 1,207 (19.97%) 966 N/A N/A 8,798 N/A N/A
E-Newsletter Program
Feb.
2012
Jan.
2012
%
Change
Feb.
2012
Feb.
2011
%
Change
FY
2012
FY
2011
%
Change
Total Messages Delivered 45,738 43,288 5.66% 45,738 33,906 34.90% 313,621 276,101 13.59%
Open Rate 33.82% 34.28% (1.34%) 33.82% 34.35% (1.54%) 32.24% 29.76% 8.31%
Click-Through Rate 37.70% 36.77% 2.53% 37.70% 39.52% (4.61%) 38.96% 34.66% 12.41%
List Opt-Ins 2,967 2,028 46.30% 2,967 770 285.32% 12,842 5,067 153.44%
1March 2011 was the first month that these figures were tracked. Comparisons will be shown as history is accumulated.
2June 2011 was the first month that these figures were tracked. Comparisons will be shown as history is accumulated.
3November 2011 was the first month that this figure was tracked. Comparisons will be shown as history is accumulated.
TRIP Activity Report
March 2012
Comparisons
11
Tourism Information Center Visitation Report
February 2012
February
2012
January
2012
% Change
Feb./Jan.
February
2012
February
2011% Change FY 2012 FY 2011 % Change
Blackwell 11,735 15,796 (25.71%) 11,735 10,478 11.99% 133,969 135,191 (0.90%)
Colbert 12,026 17,806 (32.46%) 12,026 7,685 56.49% 157,546 125,205 25.83%
Erick 11,492 11,331 1.42% 11,492 10,421 10.28% 132,467 132,694 (0.17%)
Miami 10,560 12,379 (14.69%) 10,560 7,462 41.52% 150,086 160,448 (6.46%)
Oklahoma City 6,230 6,754 (7.76%) 6,230 6,015 3.57% 70,849 73,352 (3.41%)
Sallisaw 10,866 11,284 (3.71%) 10,866 10,389 4.59% 144,279 145,458 (0.81%)
Thackerville 20,251 21,350 (5.15%) 20,251 22,219 (8.86%) 208,220 273,004 (23.73%)
Walters 2,807 3,705 (24.24%) 2,807 2,939 (4.49%) 40,053 39,918 0.34%
Total Visitation 85,968 100,406 (14.38%) 85,968 77,609 10.77% 1,037,468 1,085,270 (4.40%)
Capitol - Tour Participants 1,434 438 227.40% 1,434 867 65.40% 5,741 5,924 (3.09%)
Location
This Month vs. Last Month Feb. This Year vs. Feb. Last Year YTD Comparison
0
5,000
10,000
15,000
20,000
25,000
Visitation by Center February
2012
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
Visitation By Month
FYTD2010 FYTD2009 FYTD2011 FYTD2012
* Thackerville Operated by the Chickasaw Nation 12
Tourism Information Center Visitation Report
March 2012
March
2012
February
2012
% Change
Mar./Feb.
March
2012
March
2011% Change FY 2012 FY 2011 % Change
Blackwell 15,314 11,735 30.50% 15,314 18,656 (17.92%) 149,283 153,848 (2.97%)
Colbert 21,378 12,026 77.76% 21,378 18,542 15.30% 178,924 143,747 24.47%
Erick 20,070 11,492 74.64% 20,070 21,893 (8.33%) 152,537 154,586 (1.33%)
Miami 17,111 10,560 62.04% 17,111 17,824 (4.00%) 167,197 178,272 (6.21%)
Oklahoma City 10,140 6,230 62.76% 10,140 10,066 0.74% 80,989 83,418 (2.91%)
Sallisaw 16,135 10,866 48.49% 16,135 14,857 8.60% 160,415 160,315 0.06%
Thackerville 34,389 20,251 69.81% 34,389 39,638 (13.24%) 242,609 312,642 (22.40%)
Walters 4,712 2,807 67.87% 4,712 5,024 (6.21%) 44,765 44,942 (0.39%)
Total Visitation 139,249 85,968 61.98% 139,249 146,500 (4.95%) 1,176,717 1,231,770 (4.47%)
Capitol - Tour Participants 2,260 1,434 57.60% 2,260 2,468 (8.43%) 8,001 8,392 (4.66%)
Location
This Month vs. Last Month March This Year vs. March Last Year YTD Comparison
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
Visitation by Center March 2012
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
Visitation By Month
FYTD2010 FYTD2009 FYTD2011 FYTD2012
* Thackerville Operated by the Chickasaw Nation 13
Gross
Revenue
Cost of
Goods SoldNet Income
Profit
Margin
Feb.
2012
Feb.
2011% Change
FYTD 2012
Revenue
FYTD 2011
Revenue% Change
Colbert $2,850.87 $1,415.35 $1,435.52 50% $2,850.87 $870.19 228% $27,408.72 $22,752.32 20%
Miami $5,282.91 $2,360.54 $2,922.37 55% $5,282.91 $4,028.92 31% $48,028.45 $64,956.55 (26%)
Oklahoma City $4,145.46 $2,184.37 $1,961.09 47% $4,145.46 $3,091.40 34% $39,084.58 $47,003.64 (17%)
Walters $1,753.38 $893.07 $860.31 49% $1,753.38 $1,504.03 17% $14,994.04 $25,865.37 (42%)
Dtn OKC $794.78 $406.48 $388.30 49% $794.78 $483.12 65% $12,032.52 $20,790.16 (42%)
State Capitol $6,783.31 $3,372.60 $3,410.71 50% $6,783.31 $4,548.72 49% $35,036.22 $34,176.69 3%
Total $21,610.71 $10,632.41 $10,978.30 51% $21,610.71 $14,526.38 48.77% $176,584.53 $215,544.73 (18.08%)
Ranking by Sales Volume
Revenue YTD Comparison
Tourism Information Center Gift Shop Revenue
February 2012
Profit Margin
3
4
5
Colbert ($0.24)
Center Rank
Miami
1
2
Colbert
Walters
OKC
Dtn OKC
OKC ($0.67)
Walters ($0.62)
Miami ($0.50) 3
2
1
Ranking by Sales Per Visitor
Rank
6
Capitol
Center
4
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Monthly Gift Shop Revenue by Fiscal Year
FY 2009 FY 2010 FY 2011* FY 2012
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
Gift Shop Revenue By Center February
2012
14
Gross
Revenue
Cost of
Goods SoldNet Income
Profit
Margin
March
2012
March
2011% Change
FYTD 2012
Revenue
FYTD 2011
Revenue% Change
Colbert $4,750.67 $2,056.02 $2,694.65 57% $4,750.67 $2,711.43 75% $32,159.39 $25,463.75 26%
Miami $7,127.39 $3,387.93 $3,739.46 52% $7,127.39 $7,511.33 (5%) $55,155.84 $72,467.88 (24%)
Oklahoma City $8,035.80 $4,411.81 $3,623.99 45% $8,035.80 $6,042.30 33% $47,120.38 $53,045.94 (11%)
Walters $2,567.93 $1,294.24 $1,273.69 50% $2,567.93 $3,340.07 (23%) $17,561.97 $29,205.44 (40%)
Dtn OKC $1,550.08 $723.56 $826.52 53% $1,550.08 $857.29 81% $13,582.60 $21,647.45 (37%)
State Capitol $6,769.68 $3,188.08 $3,581.60 53% $6,769.68 $7,208.82 (6%) $41,805.90 $41,385.51 1%
Total $30,801.55 $15,061.64 $15,739.91 51% $30,801.55 $27,671.24 11.31% $207,386.08 $243,215.97 (14.73%)
Center
4
OKC ($0.79)
Walters ($0.54)
Miami ($0.42) 3
2
1
Ranking by Sales Per Visitor
Rank
6
OKC
Colbert
Walters
Capitol
Dtn OKC
Center Rank
Miami
1
2
3
4
5
Colbert ($0.22)
Ranking by Sales Volume
Revenue YTD Comparison
Tourism Information Center Gift Shop Revenue
March 2012
Profit Margin
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Monthly Gift Shop Revenue by Fiscal Year
FY 2009 FY 2010 FY 2011* FY 2012
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
Gift Shop Revenue By Center March 2012
15