Oregon's Hometown - Welcome Home

August 2022 Action Report

Don't forget to save the date for the next quarterly Tourism Stakeholder Table:

September 14, 2022 at 6:00PM

Main Topic: 2023 Spring/Summer Planning

Oregon City Hall - Commissions Chambers
625 Center St., Oregon City

Oregon City Festival of the Arts

August 13th and 14th the Three Rivers Artists Guild put on their annual event at the End of the Oregon Trail Interpretive Center front lawn. Once again Economic Development was excited to work with the Festival of the Arts organizers to be interviewed on the KATU lifestyle shows AM Northwest and Afternoon Live.

The Tourism Program Specialist attended the event on Saturday, where crowds were enjoying the art displays and entertainment. According to event organizers the crowds stayed steady both days. The weather was perfect and it stayed cool most of the day. Three Rivers Artist Guild estimated they had about 3,000 visitors.

The Tourism Program Specialist handed out over 200 Visitor Guides in two hours. In talking with visitors there seem to be a equal mix of visitors from Oregon City and from the greater Portland area. Many stated that they saw the AM Northwest and Afternoon Live show promoting the event.

Congratulations to the vendors/partners, musicians, and Three Rivers Artist Guild on a successful event.

KATU Outdoor Recreation :30 Ad Spot

Economic Development is once again broadcasting its latest outdoor recreation TV commercial on KATU and MeTV during the month of August, showing a total of 28 times between August 8th until August 21st.

This round of ads will be showing during the morning, afternoon and evening news, Live with Kelly, The Good Dish, ABC National  News and during the Jimmy Kimmel show.

As mentioned before we have been testing the impact of adding a QR code to the TV commercial and have had 4 additional QR reads (24 total) last week. Although the number seems low, keep in mind, we do not generally have a way to tracking television engagement other then as "direct" or "organic search" spikes. So far for August only the organic search has seen a spike.

The QR code data gives us an insight on how the visitor engages with the website. We were able to see that we had a 35.7% conversion rate, viewed 14 pages and stayed on the site for an average of 2.22 minutes (1.43 minutes site average).

Mid-August 2022
Marketing Report

The numbers are coming in as we report the results of our marketing activity through social and digital media!  If there is something you would like clarification on, more detailed information, or a report you feel would be beneficial to the Oregon City’s Tourism Industry, please email  dgering@orcity.org.

Website

Visitors - August's numbers are trending well. The Concerts in the Park featuring Petty Fever (180 visitors) and Sister Mercy (109 visitors) and the Festival of the Arts (110 visitors) has driven the majority of the traffic. We saw steady numbers to the homepage (272 visitors) and history (100 visitors pages), once again showing our advertising spend  with Google Ads helping drive traffic.

Engagement - This is a measure of how many visitors actually clicked on an out-bound link to our partners website. The majority of our visitors clicked on the The Concerts at the Park (15.8%) and the Festival of the Arts (10%).

Digital Marketing

Social Media

Facebook - Focus on Mid-town tourism assets

Posted 4 times  - Reached 1472 FB users - 60 Likes - 7 Link Clicks

Ran 4 Event Stories - Reached 1134 

Instagram - Focus on Uptown tourism assets and events

Posted 4 times  - Reached 932 Instagram users - 77 Likes - 7 Shares

Ran 10 Event Stories - Reached 328 - 3 Links Clicked

Please note that we are not getting the full data from our stories and we are reaching out to Instagram for support why our reach on these stories is missing.

Meta Ads - These are the paid ads that ran on both Facebook and Instagram:

General Tourism Carousel (started on July 25th) - Reached 12,200 users - 225 Link Clicks - 3 Shares

Festival of the Arts Ad (started Aug 9) - Reached 17,364 users - 604 Link Clicks - 38 Shares

Google CPC (Cost Per Click Ads)

Economic Development's Tourism Division has been working directly with Google to enhance and fine tune the Google Ad campaigns and we have seen an increased conversion rate with engagement by the visitors doubling in size.

The new Recreation campaign numbers are coming in a bit slow, and partially because the competition is very high for the keywords and the prices bidding are a higher.

General Keyword Identification Campaign -  Smart Campaign

15,749 Impressions - 123 Clicks to Site - 19 Conversions - 15.4% Conversion Rate

Historic Sites Campaign - Search Campaign

2,594 Impressions - 91 Clicks -  26 Conversions - 28.5% Conversion Rate

Recreation Sites Campaign - Search Campaign

340 Impressions - 21 Clicks -  12 Conversions - 57.1% Conversion Rate

Other OC Tourism Stakeholder News

Travel Guides

Economic Development has started distributing Travel guides to local tourism partners. If you would like a supply of them delivered to you, please contact dgering@orcity.org.

Events in Oregon City

Do you have an upcoming event that you would like to have distributed to our network of contacts and calendars? Our goal is to make it easier for organizers to get the word out about their events.