travel promotion division monthly update april 2012 rep… · brochures. orders in march increased...

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 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. 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


3,313 2,955 12.12% 3,313 N/A N/A 1,740 N/A N/A


536 407 31.70% 536 N/A N/A 3,179 N/A N/A


382 280 36.43% 382 N/A N/A 1,906 N/A N/A


29,499 29,197 1.03% 29,499 N/A N/A 6,651 N/A N/A


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


1,207 1,200 0.58% 1,207 N/A N/A 7,832 N/A N/A


Jan.

2012

Dec.

2011

%

Change

Jan.

2012

Jan.

2011

%

Change

FY

2012

FY

2011

%

Change


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%





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 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. 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


3,509 3,313 5.92% 3,509 1,084 N/A 1,936 N/A N/A


498 536 (7.09%) 498 N/A N/A 3,677 N/A N/A


331 382 (13.35%) 331 N/A N/A 2,237 N/A N/A


29,767 29,499 0.91% 29,767 15,920 N/A 6,919 N/A N/A


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


966 1,207 (19.97%) 966 N/A N/A 8,798 N/A N/A


Feb.

2012

Jan.

2012

%

Change

Feb.

2012

Feb.

2011

%

Change

FY

2012

FY

2011

%

Change


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%





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

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