HomeMy WebLinkAbout02/19/2019 18D Marketing and Metrics Report for Yakima Air Terminal1
BUSINESS OF THE CITY COUNCIL
YAKIMA, WASHINGTON
AGENDASTATEMENT
Item No. 18.D.
For Meeting of: February 19, 2019
ITEM TITLE: Report from the Director of Yakima Air Terminal Robert Peterson
on Marketing and metrics
SUBMITTED BY:
SUMMARY EXPLANATION:
ITEM BUDGETED:
STRATEGIC PRIORITY:
STAFF RECOMMENDATION:
BOARD/COMMITTEE RECOMMENDATION:
ATTACHMENTS:
Description
2018 Air Service Development and Marketing Program
memo
0 Fly YKM 2016 marketing report
0 Fly YKM 2017 monthy marketing report
0 Fly YKM 2018 marketing report
Upload Date Type
1/17/2019 Cover Memo
1/17/2019 Cover Memo
1/17/2019 Cover Memo
1/17/2019 Cover Memo
2
2406 W. Washington Ave, Suite B Yakima, Washington 98903 (509) 575-6149 (509) 575-6185 FAX
To: Cliff Moore, City Manager
CC: Ana Cortez, Assistant City Manager
From: Robert K. Peterson, Airport Director
Date: 1/17/2019
Re: Air Service Development Marketing Program
The Yakima Air Terminal -McAllister Field provides convenient air service to the Yakima Valley through
Alaska Airlines. In 2013, the City of Yakima took proactive measures by placing air service development
as a priority and began developing a FLYYKM marketing program to expand the airport's air service.
Through providing local funds and contracting with an air service consultant the City hosted a series of
air service development meetings throughout the community to discover an interest in supporting the
program. Additionally, the City conducted a passenger survey which identified 73% of the passenger
area catchment was either driving to Seattle or Pasco airport due to the long layover periods at Seattle -
Tacoma International Airport. Furthermore, the City held a meeting with Alaska Airlines and determined
the need to increase ridership to support a forth flight to Seattle to effectively mitigate the long layout
times.
In 2014, the City launched the FLYYM marketing program advertising the convenience of air travel and
the opportunity to avoid inclement weather traveling over Snoqualmie pass. Initially the community's
reception of the convenient air service was positively received by an immediate increase in passenger
ridership. During this timeframe, City officials applied for a Small Community Air Service Development
Grant with the Department of Transportation in order to amplify the marketing program. In 2015, the
City was successful in receiving the grant in the amount of $290,000 to market additional air service to
Seattle with Alaska Airlines. These funds along with the community's support was instrumental as in
2015 Alaska Airlines announced a fourth flight to Seattle as passenger ridership surpassed 75% full. The
business and leisure and continued to have a positive impact on the local economy. Since the launch of
the program the airport has witnessed an increase of 35,193 passengers or 31 % in passenger ridership as
illustrated in Graph 1: 2007-2018 Yakima Air Terminal -McAllister Field Passenger Ridership. This
increase in ridership provides a direct correlation the FLYYKM marketing program has been successful
within the community.
1
3
Air Service Challenges
Throughout 2017 and into early 2018, the airline industry faced a nationwide epidemic of pilot shortage
which crippled airline schedules and caused numerous flight cancellations. Alaska Airlines wasn't
immune to this problem and caused Yakima's schedule to fluctuate between two and four flights per day.
In early 2018 the airline gained control through a hiring increase of pilots and has since reinstated the full
flight schedule. Furthermore, as Seattle -Tacoma International Airport expands its facilities and
rehabilitates it's ageing infrastructure to meet increased passenger demands has caused a ripple effect on
the airport's 2018 passenger ridership. During these construction activities, numerous airlines including
Alaska were forced to delay or cancel flights causing Yakima passengers to seek alternative modes of
transportation. Both scenarios have resulted in passengers hesitating from flying out of Yakima and have
caused passenger ridership to become stagnant.
Part of the airport's 2019 air service goals are to reevaluate marketing efforts and update the passenger
survey conducted in 2013 to identify future air service growth. Marketing efforts are being shifted from
convenience of travel to focusing on Alaska Airlines fare sales and flexible travel yielding lower airfare.
Furthermore, the airport is developing a FLYYKM alliance that identifies businesses within the
community willing to support the potential for additional air service through an alternative destination.
Financial commitment through a form of Minimum Annual Guarantee will be required to attract
additional air service and many communities have witnessed success from this program.
Total Passengers
2018-2007
Graph 1: 2007-2018 Yakima Air Terminal -McAllister Field Passenger Ridership
*Dark purple indicates initial development of FLYYKM Marketing Program
Enclosures:
2016-2018 Annual Marketing Reports
2
d :2018
2&17
kJ 2016
tibi 2015
2014
■2O13
CLIENT: FLY YKM
PROJECT: 2016 YTD MEDIA RECAP
DATE: DECEMBER 22, 2016
• Television Page 3
o KAPP-ABC
o KIMA
o KUNW
o Charter Cable
• Radio Page 6
o Townsquare Media
o Radio Yakima
o Casa
o Bustos
• Print Page 7
o Yakima Magazine
o BOLD TYPE
o El Sol
• Outdoor Page 11
o Lamar/Metro 4 locations
• Digital/Social Page 12
o Facebook advertising
o Programmatic marketing/Fare Sales
• Sponsorships Page 14
o Pippins
• Everyday Sales Page 14
• Airport Boarding Page 15
103 North 3rd Street, Suite 1
Yakima, WA 98901
1
MARKETING STRATEGY
Increase the amount of people flying in and out of the Yakima airport, by
increasing awareness of the airport and the convenience it provides rather than
the commute to Seattle for travel.
Key Messages:
• Avoid construction
• Avoid poor weather
• Start your vacation earlier
• Avoid long lines at the airport
• Prices are lower than you think
DEMOGRAPHICS
English and Spanish speaking Adults 18-54 in the Greater Yakima area.
2016 MEDIA BUDGET:
2016 Budget Allocation
.r::
Radio
Print
Outdoor
Dit#i
S18o,o00
103 North 3rd Street, Suite 1
Yakima, WA 98901
TELEVISION - 2016 YTD MEDIA RECAP
Because passenger air travel is strong through the holidays and slows during
spring and summer months, we began Q1 with an aggressive radio and
television campaign to encourage flights for spring and summer. Our focus
again was on cost and convenience. We also hoped for a halo effect that
would carry us through the slower television viewing months of spring and
summer.
TV -
Ql/Q2
Total
Weeks
Paid Spots
Non -Paid
Spots
Total Spots Reach Frequency CPM
KIMA
KNDO
KAPP
Charter
KUNW -
Univision
9
8
6
100 100 200 88,500 6.1 $4.24
350 188 538 336,700 7.7 $27.51
114 114 228 92,000
6 600 0 600
9 92 92 184
Yakima - 59,949 Subscribers - 39.8%
Penetration
#1 Hispanic Network in US. Local ratings
unreliable.
103 North 3rd Street, Suite 1
Yakima, WA 98901
KIMA TV — 200 SPOTS 100 PAID / 100 NO CHARGE
BROADCAST
WEEK(S) OF
NUMBER
OF
WEEKS
DAY(S)
TIME
PERIOD
PROGRAM
Jan 4, 18
7
M-F
6:30 a - 7a
News
Feb 1, 15, 29
M-F
3p - 4p
Dr. Phil
Mar 7, 14
M-F
4p - 5p
J Judy
M-F
6p - 6:3-p
Ac News
M-F
6:30p - 7p
Inside E
M - Su
5a - 5a
ROS
April 5
2
M-F
6:30 a - 7a
News
April 18
M-F
3p - 4p
Dr. Phil
M-F
4p - 5p
J Judy
M-F
6p - 6:3-p
News
M-F
6:30p - 7p
Inside E
M - Su
5a - 5a
ROS
KNDO TV - 538 SPOTS 350 PAID / 188 NO CHARGE
BROADCAST
WEEK(S) OF
NUMBER
OF
WEEKS
DAY(S)
TIME
PERIOD
PROGRAM
Jan 11, 25
6
M-F
5a - 7a
Early News
ROT
Feb 8,22
M-F
5p - 6p
Yakima News
Mar 7, 21
M-F
6:30 - 8p
Wheel/Jeop
M-Su
M-Sa 8 - hp
Su 7 - hp
PRIME ROT
M-F
9a - 3p
Day ROT
M - Su
la -la
ROS
April 4
2
M-F
5a - 7a
Early News
ROT
April 18
M-F
5p - 6p
Yakima News
M-F
6:30 - 8p
Wheel/Jeop
M-Su
M-Sa 8 - hp
Su 7 - hp
PRIME ROT
M-F
9a - 3p
Day ROT
M - Su
la -la
ROS
103 North 3rd Street, Suite 1
Yakima, WA 98901
A
KAPP TV - 228 SPOTS 114 PAID / 114 NO CHARGE
BROADCAST
WEEK(S) OF
NUMBER
OF
WEEKS
DAY(S)
TIME
PERIOD
PROGRAM
Jan 11, 25
6
M-F
7a - 9a
Good Morning
America
Feb 8,22
M-F
9a - 10a
LIVE Kelly &
Michael
Mar 7, 21
M-F
7 - 8p
ET/Insider ROT
M-F
1p - 5p
DAY ROT
M - Su
la -la
NON Profit
Match ROS
KUNW/UNIVISION TV - 184 SPOTS 92 PAID / 92 NO CHARGE
BROADCAST
WEEK(S) OF
NUMBER
OF
WEEKS
DAY(S)
TIME
PERIOD
PROGRAM
Jan 4, 18
7
M-F
6a - 7a
La Rosa de Guadalupe (Novela)
Feb 1, 15, 29
M-F
3p - 4p
Despierta America
Mar 7, 14
M-F
6p - 6:30p
Local News
M-F
7p - 11p
PRIME ROT
M - Su
5a - 5a
ROS
April 5
2
M-F
6a - 7a
La Rosa de Guadalupe (Novela)
April 18
M-F
3p - 4p
Despierta America
M-F
6p - 6:30p
Local News
M-F
7p - 11p
PRIME ROT
M - Su
5a - 5a
ROS
103 North 3rd Street, Suite 1
Yakima, WA 98901
CHARTER CABLE TV - 600 SPOTS 300 PAID / 300 NO CHARGE
BROADCAST
WEEMS) OF
NUMBER
OF
WEEKS
DAY(S)
TIME
PERIOD
PROGRAM
Jan 4 & Jan 18
6
M-Su
4p - 12m
History
Feb 1, 15
Discov
Feb 29, Mar
14
ESPN
ESPN Dep
Telemun
Travel
RADIO - 2016 YTD MEDIA RECAP
Our approach to radio advertising was to run stronger in Q1 and Q2, to
encourage people to book for flights during the slower spring and summer
months. Also as summer approaches, radio becomes a less reliable way of
reaching consumers as they spend more time out doors, vacationing, and
taking time off. We picked up radio again in the fall with everyday sales with a
specialized focus on low cost of flights.
RADIO
Total
Weeks
Paid Spots
Non -Paid
Spots
Total Spots Reach Frequency CPM
KIT, KFFM,
8 515 528 1043 149,100 22.3 $7.51
KDBL, KATS
KXDD
8
148 149 297 361,100 23.3 $10.80
KARY 8 148 149 297 301,944 16.8 $7.20
Bustos
Media -
KXLY
Casa Media
- KLES,
KMNA
11
8
190 190 380 30,300 19.2 $6.62
178 168 346 Local ratings unavailable
103 North 3rd Street, Suite 1
Yakima, WA 98901
RADIO YAKIMA: KXDD, KARY — JAN 4, 18 / FEB 1,15, 29/ MAR 14 / APR 5,18
BONUS: 3-month Web Banner both stations
298 No Charge Spots
TOWNSQUARE MEDIA: KFFM, KIT - JAN 4, 18 / FEB 1,15, 29/ MAR 14 / APR 5,18
KATS - JAN 4, / FEB 1, 29 / APR 5,18
KDBL - JAN 18 / FEB 15 / MAR 14 / APR 5,18
BONUS — On air contests.
528 No Charge Spots
CASA MEDIA: KMNA KLES — JAN 11, 25 / FEB 8, 22/ MAR 7, 14 / APR 5,18
BONUS — HOURLY SPONSOR
Announcement and tag at top and bottom of hour.
168 No Charge Spots
BUSTOS MEDIA: KZTA - JAN 4, 11, 18 / FEB 1, 8, 15, 29/ MAR 7, 14 / APR 5,18
190 No Charge Spots
PRINT - 2016 YTD MEDIA RECAP
an TOTAL READERSHIP
COST PER READERSHIP
.ttn TOTAL SPENT
To better utilize print media at a reasonable cost, we opted to advertise in the
local specialty publications rather than the daily newspaper. The specialty
publications reach our specific demographic better and at a lower overall cost.
These publications also retain a longer shelf live than the daily newspapers.
103 North 3rd Street, Suite 1
Yakima, WA 98901
7
PRINT 2016
ADS Delivered
EL SOL
Yakima Magazine
BOLD TYPE
4
36
17,000 Reaches about 33 percent of the Hispanic population
Weekly — those who primarily speak Spanish at home
27100 Total audience of 27,100 individuals. Distributed
,
5 Printed within the YHR to homes in higher demographic
neighborhoods.
24,500 Distributed within the Yakima Herald Republic and
Homes thus goes to 24,500 homes quarterly.
YAKIMA HERALD REPUBLIC SPECIAL PUBLICATIONS
Insertion Date
NUMBER
OF
WEEKS
Publication
Jan - Dec 2016
Thursdays
3x/Month
36
El Sol
May 13
1
Bold Type
Aug 19
1
Bold Type
Nov 16
1
Bold Type
Jan 7
1
Yakina
Mag
March 23
1
Yakima
Mag
April 20
1
Yakima
Mag
May 18
1
Yakima
Mag
June 22
1
Yakima
Mag
Aug 24
1
Yakima
Mag
103 North 3rd Street, Suite 1
Yakima, WA 98901
0
BOLD TYPE - BANNER
EL SOL AD - 1/2 PAGE
EVITE EL PASE
Ahora ofrecen cuatro vue o.
diarios desde Yakima.
FlyYKM.com
103 North 3rd Street, Suite 1
Yakima, WA 98901
YAKIMA MAGAZINE - JAN FULL PAGE
Now offering
four daily flights
out of Yakima.
FIyYKM.com
%.„
103 North 3rd Street, Suite 1
Yakima, WA 98901
n
OUTDOOR - 2016 YTD MEDIA RECAP
To allow for more flexibility and reduce costs, we opted for digital billboards
throughout the area. This allows for multiple creative to rotate with different
messages and also allows an opportunity to advertise short-term fare sales with
the ability to be more responsive to posting and removing creative.
OUTDOOR 2016
ADS MEDIA/STYLE
Impressions
(52 weeks)
CPM
METRO Ourdoor -
W. Valley Mall Blvd / Lowe's
METRO Outdoor -
E Nob Hill & S. 1st St Facing East
LAMAR Outdoor -
Nob Hill & S. 1st St
LAMAR Outdoor -
N 1st & 'I' Streets
Daily
Daily
356,980
1,413,516
Daily Poster/Digital 1,249,404
Daily Poster/Digital 1,925,404
Permanent
Bulletin/Digital
Permanent
Bulletin/Digital
$4.05
$1.02
$0.98
$0.64
ELECTRONIC BILLBOARDS: ALL BOARDS ROTATE FOLLOWING ADS.
Fare sale creative is inserted during fare sale promo periods
METRO
LAMAR
East Nob Hill Blvd W/O S. 1st
Nob Hill & South lst
W. Valley Mall Blvd E/O
Longfibre Road
North 1st & "I" Streets
103 North 3rd Street, Suite 1
Yakima, WA 98901
11
,toii;iter
or.
FACEBOOK ADVERTISING - 2016 YTD MEDIA RECAP
We believe Facebook and digital advertising is a strong tool for the Fly YKM
campaign and reaching our younger audiences—millennial's in particular. Again
it offers us a great deal of flexibility for changing creative for fare sales and short-
term flight sales, and reaches audience wherever they are.
1 .A6,6 TOTAL IMPRESSIONS
56,596 TOTAL CLICKS
sP 7,7 COST PER CLICK
5;121. 111 TOTAL SPENT
YAKIMA TO
BURBANK
SALE FARES FROM
ONE
WAY*
APPit
'Valid From: Yakima. "Travel Between: 4/19/16 and 5/25/16. Advance Purchase 21 days Day/Time Availability Tuesday,
Wednesday, Saturday Fare is one way. Bag tees apply for checked baggage. For more details, visit alaskaaireorn.
%.„
103 North 3rd Street, Suite 1
Yakima, WA 98901
1)
DIGITAL - 2016 YTD MEDIA RECAP
TOTAL IMPRESSIONS
TOTAL CLICKS TO SITE
CLICKS TO BOOK A FLIGHT
_mmm EMAIL UPDATES/SIGN UPS
-MIN ON SITE
3 PAGE VIEWS
TOTAL SPENT
We utilized AD TAXI - Magellan for digital programmatic marketing. Magellan is
an exclusive algorithm that powers contextual digital display advertising. It sets
up to five key point indicators to identify new audiences for our ads based on
their online behaviors.
FARE SALES - 2016 YTD MEDIA RECAP
While we advertised all fare sales that matched our demographic, we did
decline a few that we felt would not appear to offer incentives above some of
the everyday flight sales prices. We feel the fare sales in general are a strong
tool to engage new audiences —especially those who have the misconception
that it is much more expensive to fly out of Yakima than to drive to Seattle
directly. We supported fare sales through digital ads, digital billboards and
radio:
• February: Yakima to Las Angeles
• March: Yakima to Las Vegas
• May: Yakima to San Jose
• August: Yakima to San Francisco
• December: Yakima to Salt Lake
FARE SALES — INSERTED IN ONLINE PROGRAMMATIC AND ELECTRONIC BILLBOARDS DURING
FARE SALE PROMOTIONAL PERIODS. SAMPLES FROM FEBRUARY AND MARCH FARE SALES.
103 North 3rd Street, Some 1
Yakima, WA 98901
SPONSORSHIPS: PIPPINS
Investment: $2,845
Impressions: 41,255
CPI: $0.07/impression
The Pippins welcomed 41,255 fans through the gates at The Orchard this
summer, an average of 1,330 per night over 31 regular -season home games. The
41,255 fans this season is an increase of more than 6 percent over 2015.
Our sponsorship agreement included the following:
• 3' (w) x 4' (h) Stadium Concourse sign, paid placement next to Cold Beer
stand
• 200x200 pixel Web Ad
• Video board slide/PA announcement in Top of 4th Inning
EVERYDAY SALES
The focus highlighted astonishingly low, one-way ticket prices to various cities
and the attractions, events, and celebrations at those destinations. Creative
consisted of live or live -recorded DJ promotions of costs for flight to specific
locations on a specific date, just from regular searches of the Alaska site. These
promotions were scheduled to air at the same time each week. Most were
repeated twice a day on their scheduled day.
103 North 3rd Street, Some 1
Yakima, WA 98901
1 A
Townsquare Media - Fly Away Fridays
KATS — KDBL "The Bull" — KFFM — KIT
YTD 80 Spots 40 paid / 40 no charge
Radio Yakima — Where We Goin' Wednesdays
KXDD — KRSE "The Hawk" — KARY "Cherry FM"
YTD 56 Spots 24 paid / 32 no charge
Bustos Media — Fly! Don't Ride
KZTA — Live Interviews and live read segments
YTD 48 Spots 24 paid / 24 no charge
YTD YAKIMA AIRPORT REPORTING
YTD November 2016 Arrivals
Horizon: 63,294
Charters: 876
TOTAL: 64,170
Horizon Load Factor: 70%
YTD November 2016 Departures
Horizon: 65,270
Charters: 997
TOTAL: 66,267
Horizon load factor: 72%
In October 2015, Alaska added a forth flight to the Yakima airport. Because of
the increase in capacity, load factors in 2016 were decreased from 2015,
however have been steadily increasing. The number of passengers flying in and
out of Yakima, however, has remained higher than 2015 totals.
103 North 3rd Street, Some 1
Yakima, WA 98901
8,000
7,500
7,000
6,500
6,000
5,500
5,000
4,500
4,000
3,500
YKM Horizon Passengers
e •R\' \4<('
\)s-
<b<Z% \§) •S° <<"\\
2016 Arrivals 2016 Departures —0-2015 Arrivals1-9-2015 Depetures
103 North 3rd Street, Suite 1
Yakima, WA 98901
1 C
YKM Horizon Load Factors
90.0%
85.0%
80.0%
.0%
70.0%
65.0%
60.0%
A c',S 0
'SL <(,- <3- <<"1-
SS Q� QQ >`> > JO �Q' ,`O ��
>Q� 4<,�� � Q� ��' OCR J� ��.
2016 Arrivals-�� p
—2016 Departures ' �O 4C)
I-2015 Arrivals --*--2015 Departures
SUMMARY
The Yakima airport load factors impacted by the addition of the forth flight in
2015 have continued to grow in 2016. Our goal in 2017 is to reach load factors
of 75% for both inbound and outbound flights. We believe the advertising has
had a positive impact on the increase in passenger flights —especially the Fare
Sale and Everyday Sale campaigns. We intend to increase the Everyday Sales
through Q1/Q2 2017. We will continue messaging cost, and convenience,
though we'll be adding in messaging regarding the Virgin merger and remaining
consistent with Alaska's corporate messaging. We will shift our digital
advertising strategy to target clicks rather than conversions. We also plan to
open the criteria to serve ads to individuals that may have already made clicks or
conversions —currently we've limited that capability, but with the smaller
geographical area, our success is in repeat customers. We believe the Fly YKM
brand has grown and provides us better value for our advertising dollars, which
will allow us to use our current budget more strategically in the coming year.
103 North 3rd Street, Some 1
Yakima, WA 98901
FLY YKM 2017 - Media Budget
Media
Jan
Feb
March
April
May
June
July
Aug
Sept
Oct
Nov
Dec
TOTAL
Radio - 19%
TS2
$1,088
$1,632
$1,632
$1,632
$1,088
$1,088
$1,088
$1,088
$1,088
$1,088
$1,088
$13,600
Rad Yak
$650
$1,029
$975
$921
$650
$650
$650
$650
$650
$650
$650
$8,123
Bustos
$438
$657
$657
$657
$438
$438
$438
$438
$438
$438
$438
$5,478
Print - 12%
Yakima Magazine
$911
$1,100
$722
$911
$911
$4,556
El Sol
$947
$947
$947
$947
$947
$947
$947
$947
$947
$947
$947
$10,413
Billboard - 37%
Lamar
$4,296
$4,392
$4,392
$4,296
$4,488
$4,392
$4,392
$4,392
$4,392
$4,392
$4,392
$4,392
$52,608
DIGITAL/FB - 20%
Google Display/Pre-Roll
$609
$978
$155
$1,738
$1,743
$1,533
$978
$978
$978
$1,533
$1,533
$1,533
$14,289
Facebook
$833
$833
$1,297
$1,389
$1,389
$1,389
$833
$833
$833
$1,389
$1,389
$1,389
$13,797
DESIGN/ADMIN 12%
1
I
Field Group
Design & Acct Admin
$840
$2,665
$1,020
$1,080
$1,045
$1,080
$840
$840
$840
$1,080
$1,080
$1,080
$13,490
Digital Management
$120
$120
$120
$120
$120
$120
$120
$120
I $120
I $120
$1,200
Everyday Deals
$270
$360
$360
$360
$360
$360
$360
$360
$360
$1,800
Fare Sale
$240
I $240
$480
I TOTAL
$6,579
$11,990
$12,160
$14,204
$14,023
$11,997
$11,557
$11,797
$10,646
$11,997
$11,997
$12,237
$139,833
2017 Budget
$140,000
Placed to Date
-$139,833
Remaining Budget
$167
22
FIELD GROUP...
thefie dgroup.net
RADIO
We are continuing to run twice a week on Townsquare, Radio Yakima, and Bustos
radio.
PRINT
We ran in El Sol in the month of February. Yakima Magazine began in March.
Los precios pueden variar dependiendo de
la disponibilidad y aigunas restricriones
pueden aplicarse,
YAKIMA, WA 9890
23
FIELD GROUP...
thefieldgroup.net
BILLBOARD
Artwork of billboard below that ran in February and received approximately 285,306
impressions.
MARCH ONE-WAY FARES AS LOW AS
Fates can change bad on avvtabdtty
and come rt:may apply.
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY YKM website, but instead our
goal is to increase passenger traffic through the Yakima airport. With that said, we are
optimizing for more impressions (views) of the digital ads, rather then clicks on the ads to
the website. Below is a highlight of both the Everyday Sales digital ads and the Fare Sales.
Google Display February Digital for Everyday Sales (2/1 - 2/21, 2/28)
423,846 impressions
480 clicks on the ad
Facebook February Digital for Everyday Sales (2/1 - 2/28)
25,665 impressions
1,311 clicks on the ad
Engagement
26 total comments on the ad
65 people shared the ad on Facebook
69 people liked Fly YKM Facebook page after seeing this ad
Google Display February Digital for the Fare Sale (2/22 - 2/27)
Salt Lake:
91,657 impressions / 45 clicks on the ad
San Diego:
24,814 impressions / 20 clicks on the ad
Reno:
28,688 impressions / 14 clicks on the ad
TOTAL 145,159 impressions / 79 clicks on the ad
5 9 965 780
N RD STREET, SUITE
24
FIELD GROUP...
t hefie dgroup.net
RADIO
Starting in March, we began to run three times a week on Townsquare, Radio Yakima, and
Bustos radio. Attached is a look at one of the on -air reads from Townsquare in March.
Destination information is changed three times a week for each spot. Below is a sample of
the copy points sent in March:
If I were go online right now and check out fares, 1 can find some great deals right out of
Yakima.
See what you might find for your next trip.
1. Experience the wonder of the Grand Canyon this spring with all the wildflowers
blooming! One-way flights to Phoenix, AZ as low as $111
2. Headed back east? Take the trip you've been dreaming of and find one-way flights out of
Yakima to New York, New York for as low $168!
3. Enjoy the beauty of Mexico! Visit Cabo San Lucas, Mexico in April with one-way flights
right out of Yakima as low as $211!
Fares can always change based on availability and some restrictions apply.
Check out Fly Y-K-M.com to learn more. It's cheaper than you think.
N RD STREET, SUITE
YAK A, WA 98901
25
FIELD GROUP...
PRINT
We ran in both El Sol and Yakima Magazine in March.
YAKIMA A
VIAJES EN ABRIL
EMPIEZAN A SOLO
FLYYKM .COM
*Los precios pueden variar
dependiendo de la disponibilidad
pueden aplicar algunas restricciones.
t efieldg roue net
S VEGAS
BILLBOARD
Below is the billboard that ran in March and received approximately 285,306 impressions.
APR.. ONE-WAY FARES ALO
5 9 965 780
N RD TREEL SUITE
VAKtMA, WA 98901
26
FIELD GROUP...
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY YKM
website, but instead our goal is to increase passenger traffic
through the Yakima airport. With that said, we are optimizing for
more impressions (views) of the digital ads, rather then clicks on the
ads to the website.
February digital was strong that promoted travel in March. We did
see a drop in engagement for March and are looking at destination
as a possible reason for the low digital engagement. April is shaping
up to be a strong month though with Google display already
doubling March's numbers in just the last 7 days.
Below is a highlight of the Everyday Sales digital and social ads.
Google Display March Digital for Everyday Sales (3/1 - 3/31)
42,301 impressions
35 clicks on the ad
Google Spanish Video March for Fly YKM Brand (3/1 - 3/31)
3,716 impressions
473 views
Facebook March Digital for Everyday Sales (3/1 - 3/31)
45,986 impressions
1,879 clicks on the ad
Engagement
55 total comments on the ad
97 people shared the ad on Facebook
116 new people liked Fly YKM Facebook page after seeing this ad
thefie dgroup.net
AKi1A TO
LAS VEGAS
*Terms apply.
See site for details.
FLYYKM.COM
5 9 965 780
N RD STREET. SUITE
27
FIELD GROUP...
APRIL PRIMARY EVERYDAY SALE
Yakima to Los Angeles May one-way fares as low as $99.
t hefie dgroup.net
RADIO
Starting in March, we began to run three times a week on Townsquare, Radio Yakima, and
Bustos radio. April impressions = 417,090.
Destination information is changed three times a week for each spot. Below is a sample of
the copy points sent in April:
If I were go online right now and check out fares, 1 can find some great deals right out of
Yakima.
See what you might find for your next trip.
1. Zip down to San Francisco, California for some sweet California sunshine this May with
one-way flights out of Yakima for as low as $122!
2. Looking for a fun escape for a weekend getaway? Check out one-way fares to Las Vegas,
Nevada right out of Yakima for as low as $103!
3. Did you know you can fly right out of the country to Guadalajara, Mexico from Yakima for
as low as $131 this May? If you've been thinking of traveling, don't miss this great
opportunity!
Fares can always change based on availability and some restrictions apply.
Check out Fly Y-K-M.com to learn more. It's cheaper than you think.
N RD STREET, SUITE
YAK A, WA 98901
28
F G up
thefieldgroup.net
PRINT
We ran in both El Sol and Yakima Magazine in April. April impressions = 44,100
YAKIMA TO LOS ANGELES
MAY ONE-WAY FARES
AS LOW AS
FLYYK .COM
*Fares can change based on availability,
and some restrictions may apply.
YAKIMA A LOS ANGELES
VIAJES EN MAYO
EMPIEZAN A SOLO
FLYYKM.COM
*Los precios pueden variar
dependiendo de la disponibilidad y
pueden aplicar algunas restricciones.
509.965 7 0 103N 3RD STREET, SUITE
YAKIMA, WA 98901
29
FIELD GROUP...
t hefie dgroup.net
BILLBOARD
Below is the billboard that ran in April and received approximately 280,524 impressions.
IMPRESSIONS BY BOARD
Location Description: S 1ST ST & E NOB HILL BLVD
❑ 2,387 average daily impressions
❑ 71,616 total impressions
Location Description: N 1ST WL 247' N/O I ST
❑ 4,465 average daily impressions
❑ 133,968 total impressions
Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd
❑ 1,249 average daily impressions
❑ 37,470 total impressions
Location Description: Nob Hill Blvd S/L 265' w/o 1st St
❑ 1,249 average daily impressions
❑ 37,470 total impressions
YAKIMA TO LOS ANGEL
Fares can change based on availability and some restrictions may apply,
FLYYKM .COM
N RD STREET, SUITE
YAK A, WA 98901
30
FIELD GROUP...
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY
YKM website, but instead our goal is to increase passenger
traffic through the Yakima airport. With that said, we are
optimizing for more impressions (views) of the digital ads,
rather then clicks on the ads to the website.
April digital was strong and will see the results with May
travel. Below is a highlight of the Everyday Sales digital and
social ads.
Google Display March Digital for Everyday Sales (4/1— 4/30)
414,391 impressions
502 clicks on the ad
Google Spanish Video March for Fly YKM Brand (4/1— 4/30)
4,510 impressions
557 full -video views
8 clicks to the Fly YKM website
Facebook March Digital for Everyday Sales (4/1— 4/30)
44,928 impressions
4,372 clicks on the ad
Engagement
9 total comments on the ad
13 people shared the ad on Facebook
42 new people liked Fly YKM Facebook page after seeing this
ad
t hefie dgroup.net
LOS ANGELES
Terms
See site for details
PY�
N RD STREET, SUITE
YAK A, WA 98901
31
FIELD GROUP...
MAY PRIMARY EVERYDAY SALE
Yakima to Orlando June one-way fares as low as $221.
thefie dgroup.net
RADIO
In May was the last month that we ran three times a week on Townsquare, Radio
Yakima, and Bustos radio. May total radio impressions was 417,090.
Destination information is changed three times a week for each spot. Below is a
sample of the copy points sent in May:
If I were go online right now and check out fares, I can find some great deals right
out of Yakima.
See what you might find for your next trip.
1. You've heard that Yakima is the Palm Springs of Washington, but did you know
that you can fly to Palm Springs in California right from Yakima's airport? Have fun
in paradise! Look for one-way fares for as $161 July!
2. Las Vegas is only a plane ride away. Hop over to Vegas and relax with world-
famous entertainment and dining! Check out one-way flights for as low as $112 July!
3. From fireworks to festivals, Chicago, Illinois is the place to be this July! Always
wanted to visit this iconic city? Now you can! With one-way fares for as low as $201
in July!
Fares can always change based on availability and some restrictions apply.
Check out Fly Y K-M. cam to learn more. It's cheaper than you think.
Air checks attached from some of the radio on -air reads.
N RD STREET, SUITE
YAK A, WA 98901
32
FIELD GROUP
thefieldgroup.net
PRINT
We ran in both El Sol and Yakima Magazine in April. April impressions = 44,100
YAKIMA TO
JUNE ONE-WAY FARES
AS LOW AS
FLYYK COM
*Fares can change based on availability,
and some restrictions may apply.
YAKIMA A
11,
FLYYK COM
*Los precios pueden variar
dependiendo de la disponibilidad y
pueden aplicar algunas restricciones.
OR
....
' .,,:... .....,i
509.965 7 0 // 103 N 3RD STREELSUIT
YAKYAKtMA, WA 98 01
33
FIELD GROUP...
BILLBOARD
The billboards that ran in May received approximately 416,220 impressions.
IMPRESSIONS BY BOARD
Location Description: S 1ST ST & E NOB HILL BLVD
• 2,024 average daily impressions
• 62,756 total impressions
Location Description: N 1ST WL 247' N/O I ST
• 7,148 average daily impressions
• 221,596 total impressions
Location Description: Valley Mall Blvd N/L 775' e%o Longfibre Rd
• 1,249 average daily impressions
• 27,748 total impressions
Location Description: Nob Hill Blvd S/L 265' w/o 1st St
• 1,249 average daily impressions
• 104,120 total impressions
Fares can change based on i it and some restrictions may apply.
FLYYKM .COM
N RD STREET, SUITE
YAK A, WA 98901
34
FIELD GROUP...
t hefie dgroup.net
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY YKM website, but instead our
goal is to increase passenger traffic through the Yakima airport. With that said, we are
optimizing for more impressions (views) of the digital ads, rather then clicks on the ads to
the website.
May digital was strong and will see the results with June travel. Below is a highlight of the
Everyday Sales digital and social ads.
Google Display May Digital for Everyday Sales
(5/1 - 5/31)
• 385,307 impressions
• 318 clicks on the ad
Google Spanish Video May for Fly YKM Brand
(5/1 - 5/31)
• 4,321 impressions
• 612 full -video views
Facebook May Digital for Everyday Sales
(5/1 - 5/31)
• 172,027 impressions
• 2,857 clicks on the ad
• Engagement
4 total comments on the ad
14 people shared the ad on Facebook
31 new people liked Fly YKM Facebook page
after seeing this ad
*Terms appis& See site for details.
FLYYKM.COM
N RD STREET, SUITE
YAK A, WA 98901
35
FIE�.D GROUP...
Fly YKM
June one-way fares as Iow as $221
YAKIMA
TO
ORLANDO
*Terms apply. See site for details.
Fly YKM. Yokes best way to travel! The Yakima Valley offers numerous options
for travel outside of the area. But the simplest and easiest is our own Yakima Air
Terminal.
Like 111 Comment 004. Share
Book Now
N RD TREEL SUITE
VAKtMA, WA 98901
36
JUNE PRIMARY EVERYDAY SALE:
Yakima to Bozeman July one-way fares as low as $164.
RADIO
In June, we ran twice a week on Townsquare and Bustos radio, and once a week
on Radio Yakima radio. June total radio impressions were 417,090.
Destination information is changed each week for each spot. Below is a sample
of the copy points sent in June:
If I were to go online right now and check out fares, I can find some great deals right out
of Yakima. See what you might find for your next trip.
Looking for a fun trip that's a short flight away? Visit Old Sacramento's historic district
that harkens back to the Gold Rush era, with wooden sidewalks and wagon rides. Kids
and adults love the Railroad Museum, plus you can visit the zoo!
Look for one-way flights to Sacramento, California for as low as $117 this August!
If you are looking for a special trip, look no further than Mexico City. See Aztec temples,
discover remnants of the Spanish conquistadors, and visit the Frida Kahlo museum & the
historic murals of Diego Rivera! A trip you'll never forget! Visit Mexico City for as low
as $205 this August!
Los Angeles has everything! The beach, business opportunities, Hollywood, incredible
dining, and of course, Disneyland! Check out one-way flights to L.A. for as low
as $106 this August!
Fares can always change based on availability and some restrictions apply.
Check out Fly - - to learn more. It's cheaper than you think.
Click icon below to hear an aircheck from the month of June:
37
PRINT
For print, we ran in only El Sol in June, as there is no Yakima Magazine issue in
June. June total print impressions was 17,000.
YAKIMA A BOZEMAN
VIAJES EN JULIO
EMPIEZAN A SOLO
FLYYKM.COM
*Los precios pueden variar
dependiendo de la disponibilidad
pueden aptaplicar algunas s ri io. s.
BILLBOARD
The billboards that ran in June received approximately 654,027 impressions.
YAKIMA TO BOZEMAN
JULY ONE-WAY FARES AS LOW AS
*Fares can change based on availability, and some restrictions may apply
FLYYKM.COM
IMPRESSIONS BY BOARD
38
Location Description: S 1ST ST & E NOB HILL BLVD
• 3,649 average daily impressions
• 109,479 total impressions delivered
Location Description: N 1ST WL 247' N/O I ST
• 13,442 average daily impressions
• 403,261 total impressions delivered
Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd
• 991 average daily impressions
• 29,730 average impressions delivered
Location Description: Nob Hill Blvd S/L 265' w/o 1st St
• 3,719 average daily impressions
• 111,557 average impressions delivered
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY YKM website, but
instead our goal is to increase passenger traffic through the Yakima airport. With
that said, we are optimizing for more impressions (views) of the digital ads, rather
than clicks on the ads to the website. June digital was strong and will see results
with July travel. Below is a highlight of the Everyday Sales digital and social ads.
Fly YKM
July one-way fares s low as VW
YAKIMA
TO
BOZEMAN
Like Page
JULY ONE-WAY
-WAY
FARES AS LOW AS
*Term ppty_
site tar dent:
FLYYKM.COM
*Terms apply. See site for details.
Fly VIVA, Y .kima s best way to travel! The Yakima Valley offers numerous options for
travel outside of the area* But the simplest and easiest is our own Yakima Air
Terminal.
Book Now
39
Google Display June Digital for Everyday Sales (6/1 - 6/30)
• 357,922 impressions
• 474 clicks on the ad
Facebook June Digital for Everyday Sales (6/1 - 6/30)
• 140,532 impressions
• 2,818 actions: engagement, clicks, or conversions
Engagement
14 total comments on the ad
10 people shared the ad on Facebook
50 new people liked Fly YKM Facebook page after seeing this ad
40
JULY PRIMARY EVERYDAY SALE:
Yakima to GUADALAJARA August one-way fares as low as $192.
RADIO
In July, we ran twice a week on Townsquare and Bustos radio, and once a week
on Radio Yakima radio. July total radio impressions were 417,090.
Destination information is changed each week for each spot. Below is a sample
of the copy points sent in June:
If I were to go online right now and check out fares, I can find some great deals right out
of Yakima.
See what you might find for your next trip.
Have you always wanted to see the sights in our nation's capital? September is a
beautiful time to visit. Walk to your hearts' content and see the Lincoln Memorial, the
Washington Monument, the White House, and don't miss the Smithsonian! Check out
one-way flights from Yakima to Washington, D.C. for as low as $207 in September!
Check out Lollapalooza, the Chicago Jazz Festival, or wander through exciting street
fairs —you can visit Chicago, Illinois in August and find one-way fares for as
low $192 right out of Yakima! Always wanted to visit this iconic city? Now you can!
Experience the wonder of Monterey Bay's famous aquarium, walk the Old Fisherman's
Wharf, and savor seafood fare like you've never had before. One-way flights
to Monterey, California for as low $112 in August!
Fares can always change based on availability and some restrictions apply.
Check out Fly - - to learn more. It's cheaper than you think.
Click icon below to hear an aircheck from the month of July:
41
PRINT
For print, we ran both in El Sol and Yakima Magazine in July. July total print
impressions was 44,100.
Yakima Magazine: 27,100 impressions
YAKIMA TO
AUGUST ONE-WAY FARES
AS LOW AS
FLYYKM.CO
*Fares can change based on availability,
and some restrictions may apply,
El Sol: 17,000 impressions
YAKIMA A
FLYYKM.CO
*Los prectos pueden vartar
dependiendo de a disponibilidad y
pueden apticar algunas restrirciones.
GUADALAJA
42
BILLBOARD
The billboards that ran in July received approximately 654,027 impressions.
AUGUST ONE-WAY FARES AS LOW AS
*Fares can change based on availability, and some restrictions may apply.
FLYYKM .COM
IMPRESSIONS BY BOARD
Location Description: S 1ST ST & E NOB HILL BLVD
• 3,649 average daily impressions
• 109,479 total impressions delivered
Location Description: N 1ST WL 247' N/O I ST
• 13,442 average daily impressions
• 403,261 total impressions delivered
Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd
• 991 average daily impressions
• 29,730 average impressions delivered
Location Description: Nob Hill Blvd S/L 265' w/o 1st St
• 3,719 average daily impressions
• 111,557 average impressions delivered
43
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY YKM website, but
instead our goal is to increase passenger traffic through the Yakima airport. With
that said, we are optimizing for more impressions (views) of the digital ads, rather
than clicks on the ads to the website. June digital was strong and will see results
with July travel. Below is a highlight of the Everyday Sales digital and social ads.
Fly YKM
August one-way fares as low as $192*
YAK MA
TO
GUADALAJ
*Terms apply. See site for details.
Fly YKlvt. Yakima's best way to travel! The Yakima Valley offers numerous options
for travel outside of the area, But the simplest and easiest is our own Yakima Air
Terminal,
Soak Now
e reached
It Like $ Comment + Share
00 4s' Adriana Amen Santana, Do&ores Ramos and 145 others Chronologica
53 shares
AUGUST ONE-WAY
FARES AS LOW AS
'Terms apply
See site for aeo,ls.
FLYYKM.COM
Google Display July Digital for Everyday Sales (7/1 — 7/31)
• 263,313 impressions
• 397 clicks on the ad
• 0.15% click-thru-rate (average click thru rate is 0.08%)
Facebook July Digital for Everyday Sales (7/1 — 7/31)
• 91,779 impressions
• 967 actions: engagement, clicks, or conversions
Engagement
23 total comments on the ad
51 people shared the ad on Facebook
71 new people liked Fly YKM Facebook page after seeing this ad
44
PRIMARY EVERYDAY SALE:
Yakima to Los Cabos September one-way fares as low as $200.
RADIO
In August, we ran twice a week on Townsquare and Bustos radio, and once a
week on Radio Yakima radio.
Destination information is changed each week for each spot. Below is a sample
of the copy points sent in June:
If I were to go online right now and check out fares, I can find some great deals
right out of Yakima.
See what you might find for your next trip.
See the Golden Gate Bridge in the glow of autumn! Ride the trolley and visit the
beautiful historic district of San Francisco! See it for yourself, with one-way flights
to San Franciso, California for as low as $88 in September.
Check out Austin's famed music scene and enjoy cooler nights this fall. If you've
been wanting to experience Tex-Mex cuisine and great bands of all genres, look
for one-way flights to Austin, Texas for as low as $146 in September!
Take a trip to Mexico's second largest city, Guadalajara, Mexico! See breath-
taking buildings, enjoy mariachi bands and traditional folk dancers, and stroll
through beautiful parks and city squares. Check out one-way fares for as low
as $186 in September.
Fares can always change based on availability and some restrictions apply.
Check out Fly to learn more. It's cheaper than you think.
45
PRINT
For print, we ran in El Sol in August
El Sol: 17,000 impressions
YAKIMA A
VIAJES EN SEPTIEMBRE
EMPIEZAN A SOLO
20 0
FLYYKM COM
*Los precios pueden variar
dependiendo de la disponibilidad y
pueden aplicar algunas restricciones.
LOS C
•
BILLBOARD
The billboards that ran in August received approximately 293,895 impressions:
YAKIMA TO
'..VaNkk%N%NNaage.t..,,K.,kkkkkkkkkkkkkkkkkkkkk,,r,V,2S,S,S,S,S,S,S.V.
SEPTEMBER ONE-WAY FARES AS LOW AS
*Fares can change based on availability, and some restrictions may apply,
FLYYK COM
46
IMPRESSIONS BY BOARD
Location Description: S 1ST ST & E NOB HILL BLVD
• 2,450 average daily plays
• 75,858 total plays delivered
Location Description: N 1ST WL 247' N/O I ST
• 4,616 average daily impressions
• 143,097 total impressions delivered
Location Description: Valley Mall Blvd N/L 775' e%o Longfibre Rd
• 1,249 average daily impressions
• 37,470 average impressions delivered
Location Description: Nob Hill Blvd S/L 265' w/o 1st St
• 1,249 average daily impressions
• 37,470 average impressions delivered
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY YKM
website, but instead our goal is to increase passenger traffic
through the Yakima airport. With that said, we are optimizing for
more impressions (views) of the digital ads, rather than clicks on
the ads to the website. August digital was strong and will see
results with September travel. Below is a highlight of the Everyday
Sales digital and social ads
Google Display August Digital for Everyday Sales (8/1 — 8/31)
• 435,317 impressions
• 359 clicks on the ad
SEPTEMBER ONE-WAY
FARES AS LOW AS
*Terms apply.
See site for details.
*Terms apply.
See site for € et llsv
FLYYKM.COM
47
Facebook August Digital for Everyday Sales (8/1 — 8/31)
• 27,809 impressions
• 647 actions: engagement, clicks, or conversions
Engagement
13 total comments on the ad
14 people shared the ad on Facebook
25 new people liked Fly YKM Facebook page after seeing this ad
Fly YKM
r tte by F q e q416
September one-way fares as low as $200*
YAKIMA
TO
LOS CABOS
*Terms apply. l . See site for details.
Fly YKM. Yakima's best way to travel! The Yakima Valley offers numerous options
for travel outside of the area. But the simplest and easiest is our own Yakima Air
Terminal.
LYY
Book Now
# # #
48
SEPTEMBER - FLY YKM ADVERTISING CREATIVE AND MEDIA HIGHLIGHTS
PRIMARY EVERYDAY SALE:
Yakima to Los Angeles September one-way fares as low as $74.
RADIO
In September, we ran twice a week on Townsquare and Bustos radio, and once a
week on Radio Yakima radio.
Destination information is changed each week for each spot. Below is a sample of
the copy points sent in September:
If I were to go online right now and check out fares, I can find some great deals
right out of Yakima. See what you might find for your next trip.
Looking for a fun trip that's a short flight away? Visit Old Sacramento's historic
district! And both kids and adults love the Railroad Museum! Look for one-way
flights to Sacramento, California for as low as $103 this September!
Extend summer and take a trip to San Diego! Whether you go for the sandy
beaches, the zoo, or to experience the Mexican culture in historic Old Town,
there's something for everyone! Watch for one-way flights as low as $108 this
September!
Visit the Big Apple in the perfect weather of September! Check out Central Park,
Broadway, and Times Square! Fly right out of Yakima and take the trip of a lifetime!
See New York with one-way fares for as low as $151!
Fares can always change based on availability and some restrictions apply.
Check out Fly Y-K-M.com to learn more. It's cheaper than you think.
PRINT
For print, we ran in El Sol and Yakima Magazine in September.
September total print impressions was 44,100:
Yakima Magazine: 27,100 impressions
El Sol: 17,000 impressions
YAKIMA A LOS ANGELES
VIA,TES EN OCTUBRE
EMPIEZAN A SOLO
FLYVKM.COM
*Los pre
pileden optical atpunos rtriiot
� r S can change based on avail.ityt
49
BILLBOARD
The billboards that ran in September received approximately 241,085 impressions:
IMPRESSIONS BY BOARD
Location Description: S 1ST ST & E NOB HILL BLVD
2,183 average daily plays 65,507 total plays delivered
Location Description: N 1ST WL 247' N/O I ST
3,332 average daily plays 99,983 total plays delivered
Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd
1,249 average plays per day 37,470 estimated plays delivered
Location Description: Nob Hill Blvd S/L 265' w/o 1st St
2,242 average plays per day 38,125 estimated plays delivered
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY YKM website, but
instead our goal is to increase passenger traffic through the Yakima airport. With
that said, we are optimizing for more impressions (views) of the digital ads, rather
than clicks on the ads to the website. September digital was strong and will see
results with October travel. Below is a highlight of the Everyday Sales digital and
social media ads.
Google Display September Digital for Everyday Sales (9/1 —
9/30)
523,850 impressions
656 clicks on the ad
YAKIMA TO
OCTOBER ONE-WAY
FARES AS LOW AS
"Terms apply.
e site # r details.
FLYYKM.COM
*Terms apply, See site for details.
FLYYKM.COM
*Terms apply.
See site for detail
FLYYKM.COM
50
Facebook September Digital for Everyday Sales (9/1 —9/30)
❑ 32,339 impressions
❑ 1,158 actions: engagement, clicks, or conversions
Engagement
❑ 20 total comments on the ad
❑ 25 people shared the ad on Facebook
❑ 50 new people liked Fly YKM Facebook page after seeing this ad
Fly YKM
ponsored
September one-way fares as low as $74*
YAKIMA
TO
LOS ANGELES
*Tees apply. See site for
details.
flyY
Nit Like
Book Now
Comment Share
•
51
OCTOBER - FLY YKM
ADVERTISING CREATIVE AND MEDIA HIGHLIGHTS
OCTOBER PRIMARY EVERYDAY SALE:
Yakima to New York one-way fares as low as $148 in November.
BILLBOARD
The billboards that ran in October received approximately 273,770 impressions.
NOVEMBER ONE-WAY FARES AS LOW AS
*Fares can change based on availability, and some restrictions may apply.
FLYYKM .COM
IMPRESSIONS BY BOARD
Location Description: S 1ST ST & E NOB HILL BLVD
• 2,511 average daily impressions
• 67,973 total impressions delivered
Location Description: N 1ST WL 247' N/O I ST
• 5,515 average daily impressions
• 101,526 total impressions delivered
Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd
• 1,249 average daily impressions
• 37,470 average impressions delivered
Location Description: Nob Hill Blvd S/L 265' w/o 1st St
• 3,718 average daily impressions
• 66,801 average impressions delivered
52
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY YKM website, but
instead our goal is to increase passenger traffic through the Yakima airport. With
that said, we are optimizing for more impressions (views) of the digital ads, rather
than clicks on the ads to the website. October digital was strong and will see
results with November travel. Below is a highlight of the Everyday Sales digital
and social ads.
Google Display Digital for Everyday Sales (10/1 — 10/31)
• 202,869 impressions
• 153 clicks on the ad
Facebook Digital for Everyday Sales (10/1 —10/31)
• 61,803 impressions
• 774 actions: engagement, clicks, or conversions
Engagement
❑ 16 total comments on the ad
❑ 21 people shared the ad on Facebook
❑ 31 new people liked Fly YKM Facebook page after seeing this ad
YAK A TO
NOVEMBER ONE-WAY
FAR AS LOW A.
Fly VKM
November one-way fares as low as $148*
YAK MA
TO
NEW YORK
Te s apply. See site for details.
Yakima Best Way to Travel on FLY YKtvl
IL 22,067 people reached
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FLYVKM.COM
53
DECEMBER - FLY YKM
ADVERTISING CREATIVE AND MEDIA HIGHLIGHTS
DECEMBER PRIMARY EVERYDAY SALE:
Yakima to San Francisco one-way fares as low as $78 in January.
BILLBOARD
The billboards that ran in December received approximately 537,971
impressions.
NFRA CIS 0
'Fares can change based on availability, and some restrictorm may apply.
FLYYKM.COM
IMPRESSIONS BY BOARD
Location Description: S 1ST ST & E NOB HILL BLVD
• 2,511 average daily impressions
• 85,327 total impressions delivered
Location Description: N 1ST WL 247' N/O I ST
• 5,515 average daily impressions
• 229,850 total impressions delivered
Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd
• 1,249 average daily impressions
• 37,470 average impressions delivered
Location Description: Nob Hill Blvd S/L 265' w/o 1st St
• 3,718 average daily impressions
• 185,324 average impressions delivered
54
DIGITAL / FACEBOOK
We are not necessarily looking to increase visits to the FLY YKM
website, but instead our goal is to increase passenger traffic through
the Yakima airport. With that said, we are optimizing for more
impressions (views) of the digital ads, rather than clicks on the ads to
the website. Below is a highlight of the Everyday Sales digital and
social ads.
Google Display & Facebook Digital Ads for Everyday Sales (11/1 -
11 /30)
• 385, 217 impressions
• 1, 295 actions: engagement, clicks, or conversions
Facebook Engagement
• 74 post reactions
• 10 total comments on the ad
• 17 people shared the ad on Facebook
• 36 new people liked Fly YKM Facebook page after seeing this ad
JANUARY RY ONE-WAY
FARES AS LOW AS
*Terms apply.
See site for debits.
FLYYKM.COM
55
Fly YKM 2018 Marketing Report
Radio, Sponsorships, Outdoor, Digital/Social
Marketing Strategy
Use existing creative to reduce the number of hours and funds spent on developing new
creative and messaging, with a focus on everyday fare sales. Creative was updated each
month to focus on popular places people travel for a low cost to make sure it was an
eye-catching deal.
Goal
To promote
outgoing flight
travel for end of
the year via the
Yakima Airport
Target Audience
• Yakima upper
and lower valley
• Adults 18-54
• Sub -Audience:
Hispanic
demographic
Budget Allocation (Primarily Oct - Dec)
24% Billboards — $6,250
5% Sponsorships — $1,184
17% Radio — $4,352
19% Design & Admin — $4,770
35% Digital — $8,985
Competitors
• Tri-Cities Airport
• Airport shuttle
• Car rentals
• Seattle Airport
Challenges
Short turnaround
time to promote
FIELD GROUP
509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901
56
Radio
Through radio, we were able to market twice a week through on -air chatter, talking about
the everyday fare sales. This messaging was used on the top local stations such as 107.3
KFFM, 99.3 KIT, 94.5 KATS, 92.9 The Bull, 104.1 KXDD, 100.9 Cherry FM, The Hawk 105.7,
96.9 KZTA & 98.7 KMNA (Spanish).
October 2018
• Stephens Media Group: KXDD and KARY — 74 spots
• Townsquare Media: KFFM, KDBL, and KATS — 88 spots
• Bustos Media: KZTA — 44 spots
November 2018
• Stephens Media Group: KXDD and KARY — 40 Live read spots
• Townsquare Media: KFFM, KDBL, and KATS — 40 Live read spots
• Bustos Media: KZTA & KMNA — 30 spots
Sponsorships
Print sponsorship opportunities were evaluated on a case -by -case basis, depending
upon the expected audience each publication would reach. Given the limited reach and
relatively expensive placement costs, print sponsorships were not a significant portion of
the 2018 campaign.
Chamber Buyer's Guide — January 2018
Civil Air Patrol Magazine — November 2018
Yakima Valley Tourism Guide — 2019
GET THERE
FASTER
FLYYKM.COM
FIELD GROUP
509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901
57
Outdoor
Billboards are an effective outdoor medium when they are in a populated or heavy traffic
location. We placed Fly YKM creative on billboards located on Valley Mall Boulevard, on Nob
Hill and 1st Street, and 1st and I Street. These locations receive heavy traffic, especially during
the commuting hours. These boards are digital, which allows us to avoid the expensive and
slow production process involved with traditional vinyl boards, and lets us update creative
monthly to match the everyday fare sales being promoted through other media.
October 2018 — December 2018
YAKIMA TO LOS ANGELES
DE EMBER ONE-WAY FARES AS LOW AS
'Fares can change based on availability: and some restrictions may apply.
FLYYKM .COM
FE RU RY ONE-WAY FARES AS LOW AS
Fares cart ban based on availability and some re s 'ictions may apply.
FLYYKM .COM
FIELD GROUP
509.965.1780 • 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901
58
Digital & Social
Social media marketing and Google Ads have become more effective than ever with the
new parameters and provided reporting that allow us to target specific audiences. These
ads were updated on a monthly basis to consistently showcase the best everyday fare
sales deals available.
Facebook Targeting:
• Genders: All
• Ages: 19-65
• Interests: Business travel, commuters, frequent travelers
• Locations: Ellensburg, Naches, Prosser, Selah, Tieton, Toppenish, Wapato, Yakima
SEATT
rr rrr r ry
F'EBRUARY ONE-WAY E
KONA SOS A IGE
E
*Terms apply. See site for details_
YAKIMA TO
LOS
CABOS
DE EMB R ONE-WAY
FARES AS LOW AS
*Terms apply..
See site for details_
FLYYX M COM
DECEMBER ONE-WAY
FAR ES.A LOW AS
'Terms .ppl;y.
site for details.
YAKIMA A
WILMS EN FEBRERO
EMPIEZAN SOLO
in al,is restinns
ti :a ►er e l les_
FIELD GROUP
509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901
59
Digital & Social Campaign Reports (October 1, 2018 - December 31, 2018)
Campaign
Clicks
Impressions
CTR
Avg. CPC
Cost
CPM
October 2018 Display
7,047
1,192,660
0.59%
$0.28
$2,000
$1.68
November 2018 English
4,279
643,312
0.67%
$0.23
$1,000
$1.55
November 2018 Spanish
2,539
276,372
0.92%
$0.39
$1,000
$3.62
December 2018 English
3,098
424,253
0.73%
$0.19
$592.50
$1.40
December 2018 Spanish
1,692
140,868
1.20%
$0.35
$592.50
$4.21
Total
18,655
2,677,465
0.70%
$0.28
$5,185
$1.94
Campaign
October 2018
Clicks
932
Impressions
653,470
CTR
0.14%
Avg. CPC
$1.61
Cost
$1,500
CPM
$2.30
November 2018 English
1,315
82,046
1.60%
$0.48
$640.65
$7.81
November 2018 Spanish
1,088
94,124
1.16%
$0.58
$640.65
$6.81
Black Friday English
20
1,761
1.14%
$1.29
$25.85
$14.68
Black Friday Spanish
23
2,611
0.88%
$1.12
$25.85
$9.90
Cyber Monday English
74
5,632
1.31%
$1.13
$83.50
$14.83
Cyber Monday Spanish
76
8,856
0.86%
$1.10
$83.50
$ 9.43
December 2018 Spanish
297
57,344
0.52%
$1.35
$400
$6.98
December 2018 English
293
48,166
0.61%
$1.37
$400
$8.30
Total
4,118
954,010
0.91%
$0.92
$3,800
$3.98
CTR = Click -through rate: the percentage of people who saw versus clicked on the ad
CPC = Cost per click: the cost for one person to click on the ad and go to the website
CPM = Cost per thousand: the cost for 1,000 people to see the ad
Impressions: the number of times the ad was seen
FIELD GROUP
509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901
60
Yakima Air Terminal Airlines Boarding Report
2018
Departures
Alaska
Airlines
Charters
Total
Total to Date
Alaska Airlines
# of Flights
Alaska Airlines
Load Factor
January
6,828
181
7,009
7,009
116
77.5%
February
5,370
0
5,370
12,379
82
86.2%
March
6,459
221
6,680
19,059
113
75.2%
April
5,769
79
5,848
24,907
110
69.0%
May
5,906
123
6,029
30,936
110
70.6%
June
5,954
0
5,954
36,890
106
73.9%
July
5,757
154
5,911
42,801
111
68.2%
August
5,382
140
5,522
48,323
103
68.8%
September
4,915
234
5,149
53,472
89
72.7%
October
5,565
91
5,656
59,128
94
77.9%
November
5,762
87
5,849
64,977
106
71.5%
December
6,711
108
6,819
71,796
116
76.1%
TOTAL
70,378
1,418
71,796
1256
74%
Alaska
Airlines
Charters
Total
Total to Date
Alaska Airlines
# of Flights
Alaska Airlines
Factor
January
6,564
130
6,694
6,694
115
75.1%
February
5,464
50
5,514
12,208
81
88.8%
March
6,547
74
6,621
18,829
113
76.2%
April
5,751
226
5,977
24,806
110
68.8%
May
6,103
123
6,226
31,032
111
72.3%
June
5,750
0
5,750
36,782
106
71.4%
July
5,709
155
5,864
42,646
111
67.7%
August
5,458
139
5,597
48,243
103
69.7%
September
4,552
85
4,637
52,880
86
69.6%
October
4,892
240
5,132
58,012
91
70.7%
November
5,333
87
5,420
63,432
100
70.2%
December
6,471
106
6,577
70,009
113
75.3%
TOTAL
68,594
1,415
70,009
1240
73%
FIELD GROUP
509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901
61
Sun Country
Xtra Airways
Swift Air
Total
Total to Date
January
51
130
181
181
February
181
March
74
147
221
402
April
79
79
481
May
481
June
481
July
154
154
635
August
140
140
775
September
234
234
1,009
October
91
91
1,100
November
87
87
1,187
December
108
108
1,295
TOTAL
536
759
1,295
Sun Country
Xtra Airways
Swift Air
Total
Total to Date
January
130
130
130
February
50
50
180
March
74
74
254
April
79
147
226
480
May
480
June
480
July
155
155
635
August
139
139
774
September
85
85
859
October
91
149
240
1,099
November
87
87
1,186
December
106
106
1,292
TOTAL
536
756
1,292
Q400 - Seating
*Sun Country operated by Allegiant
FIELD GROUP
509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901
62
7,500
7,000
6,500
6,000
5,500
5,000
4,500
4,000
3,500
YKM Alaska Airlines Passengers
ss �L� s 4Q\ ,.) ,J�J C'Jc,'� �k, 0��� ��� ���
....l•......2017 Arrivals
2017 Departures ....1111...2018 Arrivals
2018 Departures
95.0%
90.0%
85.0%
80.0%
75.0%
70.0%
65.0%
60.0%
YKM Alaska Airlines Load Factors
JP�J JP�J �L� s 4PJ ,J�� ,J�J C'Jc,'� b�� �P PJ Q��� oo. �<(� k,���
2017 Arrivals ..�.... 2017 Departures ...41....2018 Arrivals 2018 Departures
FIELD GROUP
509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901