Nomad Productions has been working with Visit Gallup since 2021. The focus has changed each fiscal year based on Visit Gallup’s priorities. Utilizing the New Mexico Nomad platform as an online megaphone has been an integral part of the overall strategy, allowing Visit Gallup to reach a much larger audience while growing their base and developing new content. The information below reflects the services rendered and associated metrics where available.

GENERAL SERVICES PROVIDED

STOCK MEDIA | March, 2021 – ONGOING

Accumulating stock media, both images and B-Roll video, has been an ongoing project since 2021. Photos and B-Roll are provided to Visit Gallup based on indefinite licensing for Visit Gallup, as well as anyone in the community that might need stock media, e.g. Main Street, Chamber of Commerce, Main Street, HOAs, small business owners building websites, etc.

CONTENT CREATION | VISITGALLUP.COM | 2021 – 2022

Visit Gallup rebranded, with a corresponding website launch. Nomad Productions created 26 micro-blogs for the website, providing information and resources for travelers, and content for the social media channels. Video and editing production for short online content was added in FY 23/24. Additional content, both micro-blogs and short videos, will be part of the FY 23/24 contract.

EVENT PROMOTION | 2021 – ONGOING

4-6 posts in the 8 weeks leading up to the event on New Mexico Nomad, with coverage of many of the larger events to generate stock media for Visit Gallup. Visit Gallup will be adding more events to the New Mexico Nomad website in FY 23/24. They will appear on the sidebar of every article about the region, e.g. articles about Gallup, Zuni, Ramah, El Morro, etc.

SOCIAL MEDIA AUGMENTATION & AMPLIFICATION

TWITTER | March, 2021 – June, 2023 (28 Months)

Twitter was part of the initial contract. The account had 279 followers, with no content and minimal impressions. By June of 2023, the Twitter account had 7,634 followers, generating 1,112,900 impressions, an average of 39,746 impressions/month. As of June, 2023, the Visit Gallup Twitter account was generating impressions on par with the Visit Gallup Facebook page.

VISIT GALLUP FACEBOOK | July, 2023 – December, 2023 (6 Months)

Focus shifted from Twitter to Facebook for the FY 22/23 contract. Visit Gallup’s Facebook audience, reach, and engagement has been stagnant for several years. They contracted with Nomad Productions for FY 2023-2024 to augment their monthly social media posting. The package consisted of 20+ Facebook Posts on Visit Gallup’s page monthly, as well as 4 Instagram posts per month on Visit Gallup’s Instagram account, cross-posted to the Facebook page. The New Mexico Nomad platform was used to amplify content weekly to increase content exposure. Otherwise, Visit Gallup continued running posts associated with the state grant and marketing agency contracts.

The data below reflects the first six months of the contract, based on a comparison between the monthly averages for FY 2022-2023 vs. the monthly average between July – December, 2023.

FACEBOOK PERFORMANCE | JULY – DECEMBER, 2023

The average number of POSTS PER MONTH increased by more than 30 due to a holiday campaign that skewed the numbers in late November-early December. Most of the audience growth is organic, based on inviting people to follow the page if they engage with a post. Thus far, the PAGE LIKES/FOLLOWS has increased by 565, a 4.84% increase.

The IMPRESSIONS over the last six months quadrupled compared to the average of the prior 12-month cycle. The number of accounts REACHED on Facebook increased by more than 360%. ENGAGEMENT with the posts (likes, comments, shares, etc) increased by more than 280%. The average monthly LIKES (reaction to content) increased by more than 280% as well.

The average number of LINK CLICKS increased dramatically, which is a function of the type of content added. Prior to the contract, there were few links to VisitGallup.com posted on the social media platforms. Most of the content was based on images pulled from Instagram hashtags. The monthly augmentation includes consistently posting links to the content on VisitGallup.com to drive traffic to Gallup’s online resources.

VISITGALLUP.COM 2023

• 899,409 page views. Posting hyperlinks to Facebook regularly began in August, 2023, with a coinciding uptick in web traffic.
• 128,000 users; up 56% from previous year
• 12,000 partner referrals; no previous year data
• Top Cities and users: Phoenix (13,605), Albuquerque (7,368), Gallup (5,746) and Los Angeles (5,064)
• Top Countries/Users: USA (120,00), Canada (966), United Kingdom (645) & Germany (507)

INSTAGRAM | 2021 – ONGOING

NEW MEXICO NOMAD INSTAGRAM ACCOUNT | FROM MARCH, 2021 – ONGOING

Between March, 2021 – December, 2023, the one post per month on New Mexico Nomad’s Instagram account generated 1,863,588 impressions.

6-MONTH SNAPSHOT
Overall, nine posts related to Gallup were added to the New Mexico Nomad Instagram gallery between July, 2023 – December, 2023, generating 80,759 impressions. The Visit Gallup Instagram account generated 53,786 impressions in total during the same period.

VISIT GALLUP INSTAGRAM ACCOUNT | July, 2023 – December, 2023 (4 posts/month)

This table reflects a breakdown of the performance of the Visit Gallup Instagram account between July and December, 2023, with the Nomad Production posts broken out separately.

The NUMBER OF POSTS was 118. The 24 posts added by Nomad Productions was 20.34% of the total. Those posts generated 23.63% if the REACH, 25.55% of the IMPRESSIONS, 18.54% of the COMMENTS, 29.57% of the LIKES, and 66.27% of the VIDEO VIEWS.

The average number of monthly posts on Instagram hasn’t increased significantly, because the number of extra posts per month is nominal. Where those posts are having an impact is video views. Prior to the FY 23/24 contract, there was no video content on the Visit Gallup Instagram gallery. Most of the content was/is sourced from the #VisitGallup hashtag on Instagram, based on submissions by the public. Instagram images are cross-posted to Facebook.

Stories and Highlights will be leveraged in FY 24/25 to promote events, galleries, artists, and Main Street, with more short video posts in the gallery to gauge response across all mediums (video, image, carousel, etc).

OPPORTUNITIES FOR GROWTH

Based on assessing the Visit Gallup Instagram account, REACH and IMPRESSIONS can be increased significantly by adding more original content based on the stock media gathered in prior years, including more short video content. That is a part of the FY 23/24 contract, but it is becoming a much higher priority in FY 24/25.

COMMENTS are easily increased by responding to people who comment, if only to thank them for commenting and by asking questions. The current average could easily be doubled with weekly social interaction/communication maintenance.