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Public Affairs
City Manager: Joe Neeb Public Affairs Director: Juanita N. Jennings
A Year of Transition and Training Staffing changes and restructuring occurred in 2019 within the department. • Added a full-time graphic designer to Public Affairs for internal and community efforts • Changed our temporary part-time administrative assistant for Public Affairs to a city position • Changed our temporary full-time and part- time positions at the Visitor Center to all part- time city positions • Mentored (2) Interns from Eastern New Mexico University –Roswell one in graphic design and one in videography for 12 weeks
We started the year off-by executing the opening and completion of some major projects. • Roswell Convention Center – Officially opened in March 2019
Brand Integration of WE BELIEVE
• Transit Bus wraps • Banner Program installed Zoo, Planetarium, Visitor Center and City banners along MainStreet • Uniforms • Building/Signage (Recreation, Library, Visitor Center, Spring River Zoo) • RPD Recruitiment Campaign
• Roswell Recreation & Aquatic Center – Officially opened June 29, 2019
• Roswell Tourism: We Believe Campaign and Rebrand launched May 4, 2019 - This has been our biggest impact to the City of Roswell in 2019.
Marketing, Communication & Promotion 2019 Highlights • Tourism and Hospitality professionals from PHX for the most prestigious State of New Mexico award selected 2019 Best Digital Campaign Top Hat Award WINNER – New Mexico Hospitality Association – The City of Roswell’s We Believe campaign for Digital! • Roswell, New Mexico CW Television Series – Live Screening and partnership with CW San Diego • 210 markets across the United States every week for 6 weeks – We can’t buy this kind of advertising • Legislative Dinner Speaker – Education on Tourism Economic Impact in January 2019 • Visitor Center Store & Other Department Merchandise Kick-Off • Sales Total for 2019 starting May 1st totaled $11,786.18
Public Affairs
$7,801.92
$1,483.38 $1,852.78
$1,737.19 $795.86 $1,345.32
City Manager: Joe Neeb Public Affairs Director: Juanita N. Jennings
• National Night Out • Promoting Employee Excellence through Recognition (PEER) • Bret’s Birthday Bash • Night of the Living Zoo • Groundbreaking & Ribbon Cutting Ceremonies
Professional Development • Outdoor Economic Conference • State Tourism Destination Development Roadmap • Google for my Business – Brought in a Google expert in partnership with the State of New Mexico Tourism Department to educate local businesses on using Google for my Business!
Special Events 48 – City Supported Events totaling $101K dollars for in-kind services. Does not include events in November/December for Parks as those numbers were not submitted in time for this report. Highlights of City Supported Events • UFO Festival • Hike It Spike It • Eastern NM State Fair 14 – City Organized Events Highlights of large City Organized Events: • 4th of July Extravaganza featuring Billy Ray Cyrus • Fall Festival in partnership with Waymaker Church • Brew at the Zoo in partnership with Friends of Spring River Zoo • OktobearFest in partnership with Friends of Spring River Zoo
Successes
Public Affairs
2019 Public Information • News releases/features produced and issued to media and public by PIO 184 (additional releases written by staff of various departments are also edited and released through PIO) • Radio news interviews by PIO 58 (plus arranging additional interviews given by city officials or department members) • Television news on-camera interviews by PIO 32 (plus arranging additional interviews given by city officials or department members) Sampling of other informational functions handled on a regular basis: • Posting to city, PD, FD and other city department Facebook pages • Creating News Flashes for city website and editing other information on website • Researching and responding to media inquiries • Answering citizen questions and requests for information relative to a variety of city departments • Texting notification to City Council and administration regarding significant police, fire or other incidents or events • Writing and editing internal and external materials (items other than news releases) • Also assist with scheduling, staffing and logistical tasks for public forums and other events as needed.
City Manager: Joe Neeb Public Affairs Director: Juanita N. Jennings
2019 Roswell Visitor Center • Welcomed a total of 24,909 visitors; our goal was 20,000 • Visitor numbers equal a 29.88% increase from 2018 YTD to 2019 YTD.
Visitor Center growth this year is attributed to the successful brand relaunch and marketing campaign that included digital, radio, print via Texas Monthly and 405 Centro ads.
• Mailed/emailed 141 Visitors Center guides to all Go-NM Planner and call-in requests. • Researched and updated events on the City of Roswell’s Community Calendar website, which promotes community activities. Number of events entered was 69.
2019 Visitor Center Marketing Statistics
• Researched and updated tourism-applicable events on our tourism website seeroswell.com. The number of events entered was 6. • Participated in the promotion and execution of the following events: Community Tree Lighting, Electric Light Parade and 12 Days of Christmas and Holiday Small Business Saturday. • Promoted tourism related events on KENW- Portales radio station every Thursday. • Updated the SeeRoswell Facebook account with applicable events and status postings. • Zip code/State reports follow. • 164 Roswell Guests for the Tree Lighting and Hot Chocolate Social on December 6th. • 68 Roswell Guests for the Electric Light Parade on December 7th.
that highlights Roswell staples from events to restaurants to places to visit.
This year the City of Roswell also unveiled a Snapchat account and city-branded filters used by hundreds of visitors over the 4th of July and through the duration of the UFO Festival. Other wins included up to date prep for higher quality events and programs.
Updates to the city website began in 2019 to ensure all departments are keeping up to date information and to provide citizens the high quality of service.
Our department has also started utilizing Google Ads as a marketing tool which skewed impressive numbers for an RPD Hiring Campaign.
Marketing in 2019 We have a lot to be proud of in 2019! Our social media presence rose with constant posts on city Facebook, Instagram, and Twitter accounts. Our highest performing post received 1000+ likes, a sneak peak of the Recreation and Aquatic Center pool. Interaction on Instagram and Twitter have increased in order to have information available to citizens on several platforms. Follower counts on both Instagram and Twitter rose over the year on average 15 people per month. City presence on Instagram has rose averaging 200 views per highlight story posted. Highlights posted have included creating highlights to increase tourism
Example of the city’s first Snapchat filter. This filter was used over the 4th of July weekend.
views 37,000 uses in Snapchat 691
Public Affairs
RPD Google Ads Analytics
City Manager: Joe Neeb Public Affairs Director: Juanita N. Jennings
Social Media Average likes for Instagram posts: 66.9 average likes with 30 posts over the year 2019. Our top post received 187 likes up from our highest liked post in 2018, which was 70 likes. The follower count has grown steadily with numbers as high as 43 follows in a week to 13 followers in a week. There is a 962.96-person reach average per post up from 811 in 2018.
