INTRODUCING TEAM TEXAS TTIA UNITY DINNER FEBRUARY 21, 2012 SLINGSHOT TEAM TEXAS

Transcription

1 INTRODUCING TEAM TEXAS TTIA UNITY DINNER FEBRUARY 21,

2 Team Texas 2 `

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4 Who is Slingshot? «Slingshot is a na=ve Texan «Offices in Dallas, Lubbock and, now, Aus=n «One of the largest independent agencies in the Southwest and one of the top interac=ve agencies in the U.S. «Established firm with no debt, no outside shareholders and no partners 4

5 Who is Slingshot? «Slingshot is a na=ve Texan «Offices in Dallas, Lubbock and, now, Aus=n «One of the largest independent agencies in the Southwest and one of the top interac=ve agencies in the U.S. «Established firm with no debt, no outside shareholders and no partners 5

6 Experts at Marketing in the Digital Age TRADITIONAL SERVICES Brand development Strategic planning Consumer research Traffic/lead genera=on Promo=ons Crea=ve development Television, Radio, Out- of- Home, Direct mail Print/collateral Media planning and buying DIGITAL SERVICES Web strategy and development Interac=ve crea=ve development Technology/Programming Online marke=ng SEO / SEM Social Media / CRM Online media planning/buying Social Media App development Mobile & Loca=on- Based Marke=ng 6

7 Our Travelers Have Changed 7

8 We ve Been Busy «Assets transfer and inventory «Bridge media plans in place «Final plans approved/being implemented «Communica=ons strategy approved «Crea=ve campaign exploratory underway TV, print, digital, website redesign «Texas on Tour ramping up 8

9 Our Goals «Raise awareness «Clearly differen=ate «Posi=vely change percep=ons «Drive inquiries «Provide innova=ve co- op opportuni=es «Increase adver=sing- influenced travel to the State 9

10 Our Mission «Elevate It s Like A Whole Other Country from adver=sing tagline to the posi=oning of Brand Texas 10

11 Our Rationale «Exis=ng equity in the line itself Closely associated with Texas Highly recalled by consumers «And we can own more than the line. 11

12 Our Rationale «We can own the unique experiences it promises Texas has a unique food and music culture all its own Texas size and geographical differences make for a diversity of unique experiences unrivalled by other states Texas is the only state in the con=nental U.S. that actually once was a separate country 12

13 Our Rationale «And, in so doing, meet the needs of a new leisure traveler More driven by experience than des=na=on Less interested in exclusivity, luxury and indulgence than in unique, authen=c experiences that can be personalized and shared «Texas is uniquely qualified to deliver authen=c cultural experiences and a wide variety of ac=vi=es easily personalized to the desires of various traveler types 13

14 Our Communications Approach «Crea=vely, introduce consumers to the genuinely unique people, places and experiences that prove Texas is indeed like a whole other country «Personalize media and messaging to our consumer s frame of mind as they move through their travel journey 14

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16 The Consumer Journey 16

17 The Consumer Journey 17

18 Media 18

19 Where we re at today «Immediately ini=ated bridge plan Launched February 2012 Recommended historically strong print and digital media partners for effec=ve launch «Implemen=ng longer term media plans through end of fiscal Media RFP s sent out, early February Print and digital plans approved Cable TV in nego=a=ons Strong support of key seasonality =me periods 19

20 Media Approach Enhanced Audience Segmenta=on Priori=ze greatest poten=al among genera=onal groups Primary: Gen X Secondary: Boomers Ter=ary: Adult Millennials Precision Targe=ng Target Passion Points Customize Messaging by Genera=on Leverage emerging media plalorms to interrupt and surprise Drive Inquiries Increase and enhance inquiries and engagement Use addi=onal metrics to measure success 20

21 Enhanced Audience Segmentation 21 Primary: Gen X «Now 37% of Texas Travelers* «Leisure Travel Annually** Avg. 3.2 Travelers and $1,783 avg. spend Visit Texas (117 Index) Secondary: Boomers «Now 30% of Texas Travelers* «Leisure Travel Annually** Avg. 2.3 Travelers and $1,800 avg. spend Visit Texas (108 Index) Ter=ary: Adult Millennials «Now 17% of Texas Travelers* «Leisure Travel Annually** Avg. 2.7 Travelers and $1,263 avg. spend Visit Texas (85 Index) *2010 Texas Visitor Profile **Source: MRI Doublebase 2011

22 Precision Targeting Today s Travelers Driven by Experience and Personaliza=o n Media Passion Points Customized Messaging Increased Inquiries 22

23 Media Mix Budget Allocation 23 Note: Only includes na=onal media spend

24 Gen X Overview 24

25 «Custom blogger program «Targeted to Gen X moms «Share their unique Texas experience to their readers «Promo=on throughout BlogHer and through blogger s social media 25 Twirer/Facebook

26 Boomer Overview 26

27 «Sequen=al Messaging Deliver pre- roll video (adapted TV spot) to Boomer vaca=on seekers Follow up in a few days with a banner ad tailored to which version of TV spot consumer has viewed to drive further ac=on and engagement 27

28 Adult Millennial Overview 28

29 «Custom radio sta=on created by Pandora «Mul=ple calls- to- ac=on through high impact unit that includes: Branded skin 300x600 Logo «:15s audio units to run throughout encouraging Travel Guide registra=on «Mobile applica=on integra=on 29

30 Plan Impact «Plan should deliver the following domes=c gross impressions: Print 530 Million Digital 1.57 Billion TV* 200 Million TOTAL IMPRESSIONS 2.3 Billion 30 *Es=mated, pending final buy delivery

31 International Plans «Canada Consumer/trade magazine, search and online display adver=sing Ontario only heavy up using out of home media «Mexico Newspaper, consumer/trade magazine, radio, search and online display adver=sing «UK Newspaper, consumer magazine, search and online display adver=sing «France Search «China/Japan Online display adver=sing «Germany Online and search «Brazil 31 Online, search, trade print

32 Measuring Success «Goal 3.5 million inquiries for FY 2012 Up by 500K vs. previous fiscal year «Op=mize to achieve lowest cost- per- inquiry «Test strategies to find op=mal mix, ensuring that CPI goals are reached or exceeded «Digital and emerging media will do heavy liuing with lower cost- per- inquiry 32

33 Co-Op Program 33

34 FY 12 Co-Op and Beyond «2012 print co- op One- and three- partner ad placements available Domes=c plan Interna=onal includes Mexico and Canada «2012 digital co- op TravelTex.com placements Texas Tourism newslerer placements «New 2013 opportuni=es available at 2012 TTIA Summit Updated print co- op crea=ve Interac=ve placements within digital media plan 34

35 Questions? 35

36 Appendix 36

37 Balanced Impression Delivery «Digital plan balances delivery to our primary target, Gen X % of Print Imps % of Digital Imps % of Total Gen X 27% 49% 42% Boomers 50% 30% 37% Adult Millennials 23% 21% 21% 37