Oregon's Hometown - Welcome Home

July 2022 Action Report

Oregon City Festival of the Arts

August 13-14th, the Oregon City Festival of the Arts will be at the End of the Oregon Trail Interpretive Center. Economic Development has arranged for KATU to feature the event on their Thursday August 11th AM Northwest and Afternoon Live shows. There will be additional ad spend promoting the events on the department's digital channels to draw visitors from the Portland DMA market region.

First City Celebration was a Success

Economic Development staff were at the event throughout the day, The crowds stayed steady all day long. The weather was perfect, with overcast skies which kept things cool most of the day. The Downtown Oregon City Association estimated they had about 8,000 visitors.

Economic Development contracted The Hood Collective to do photography and drone footage for future use in promotional materials.

Economic Development staff handed out over 300 Visitor Guides in two hours. 

Congratulations to the vendors/partners, musicians, dancers, and Downtown Oregon City Association on a successful event.

Great Turnout for the Oregon Trail Brewfest

The park in front of the End of the Oregon Trail Interpretive Center was this year's Oregon Trail Brewfest site. The Department arranged for KATU to promote the event.  Travel Oregon City was on hand for this event and was pleased to see the happy crowds enjoying the great weather, live music and of course the wide selection of brews and ciders. 2,500 beer tasting packages were sold and an estimated 4,000 attended the event.

Travel Oregon City once again contracted The Hood Collective to do photography for future use in promotional materials.

Congratulations goes out to OC Brewing and all the participating breweries, food vendors and musicians for putting on a great event!

KATU Outdoor Recreation :30 Ad Spot

Economic Development has broadcasted its latest outdoor recreation TV commercial on KATU and MeTV during the month of July, showing a total of 30 times. The second broadcasting round of the Department’s TV spot will run starting August 8th until August 21st.

We often get asked when the ad shows, and Economic Development receives a regular report, from KATU, on how often the ad runs. The ad has shown during the morning, afternoon and evening news, Live with Kelly, The Good Dish, during the Jimmy Kimmel show.

We have been testing the impact of adding a QR code to the TV commercial and have had 20 QR reads. The OR code led the TV audience to the Department’s tourism website. Though 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 (which was evident during the dates the ads ran).

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 6.7% conversion rate, viewed 49 pages and stayed on the site for an average of 1.49 minutes (1.02 minutes site average).

July 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 - July's numbers were outstanding! Events drove the majority of the traffic. There were 887 unique visitors to the Oregon Trail Brewfest! We saw significant numbers to the homepage (494 visitors) and history (213 visitors) due to our digital marketing efforts with Google Ads.

Engagement - This is a measure of how many visitors actually clicked on an out-bound link to our partners website. The majority of our visits (45%) were focused on the Oregon Trail Brewfest click-throughs to their landing page.

Digital Marketing

Social Media

Facebook - Focus on Downtown tourism assets

Posted 12 times  - Reached 10,724 FB users - 252 Likes - 11 Link Clicks - 22 Shares

Instagram - Focus on Uptown tourism assets and events

Posted 11 times  - Reached 3111 Instagram users - 297 Likes - 41 Shares

Ran 13 Event Stories - Reached 1272 - 13 Links Clicked

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

Ran 3 Ads - Reached 20,070 users - 245 Likes - 675 Link Clicks - 39 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.

Our next goal is to increase our final summer efforts by adding a new recreational effort to our campaigning.

General Keyword Identification Campaign -  Smart Campaign

2,560 Impressions - 196 Clicks to Site - 61 Conversions - 31.1% Conversion Rate

Historic Sites Campaign - Smart Campaign

2,702 Impressions - 143 Clicks -  39 Conversions - 27.2% Conversion Rate

Other OC Tourism Stakeholder News

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

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.

Travel Guides

Travel Planners will be distributed to the Oregon Welcome Centers within the week.

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.