Central and Northwest Regional Marketing Recap

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Adam Briggs
6 years ago
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1 Central and Northwest Regional Marketing Recap

2 Central and Northwest Regional Marketing Summary Both the central and northwest regions ran successful native advertising and marketing campaigns. Also placed was a half page motorcycle ad in the May/June and July/August issues of RoadRUNNER Motorcycle Touring & Travel Magazine (reaching a combined 443,944 users) promoting motorcycle map distribution. Central With the spend of $20,000 from the region and utilizing Explore Minnesota match funds of $10,000, the $30,000 campaign generated over 4.1 million digital impressions/ opens and 38,383 clicks to the website. Cost-per-click for the region averaged out at $0.80, which is significantly low, making every cent of the campaign worth something. Between the two digital campaigns, fishing was the most popular activity of interest to the consumer, followed by biking, then golf (based on clicks, click-through rates, and retargeting). Northwest The region ran a $22,500 campaign with $15,000 coming from the region and $7,500 from Explore Minnesota match funds. The campaign generated over 3 million digital impressions/ opens and brought 31,905 clicks to the website. The average cost-per-click for the campaign came in at $0.73 which the region should be proud of, stretching the available funds to reach so many potential travelers. Between the native advertising and s, the most popular activity of interest for the consumer was fishing, followed by ATV and biking, respectively (based on clicks, click-through rates, and retargeting). Demo/Geo Information for Central and Northwest Regions: Target Markets*: Southern & Metro Minnesota, Northern Iowa, Wisconsin, Eastern South Dakota/NorthDakota Visitor Profile: age HH Income $50,000+ Fishing consumers interested in fishing, outdoor recreation, boating, travel Biking consumers interested in biking, travel ATV (NW only) consumers interested in ATV riding, outdoor recreation, adventure, travel Golf (Central only) consumers interested in golf, travel *NW Native advertising markets: MSP, Southern MN, Eastern SD *Central Native advertising markets: WI, N. Iowa, Eastern ND Looking Ahead Given how successful the digital campaigns were, I would recommend a similar campaign should run in Impressions, clicks, click-through rates, cost-per-click were all extremely successful figures along with retargeting, which generates nearly if not more clicks than some s themselves. Things to consider are themes of messaging, target markets and timing. Also, deciding whether or not print is a tactic to include in the marketing strategy in the coming years.

3 Minnesota Heartland Tourism Association 2017 Central Region Marketing Program Media Description Distribution &/or Impressions Flight Dates Deadlines Central Amount EMT Match FULL Amount Leads Delivered Digital Imp/ Opens CTR % Open Rate Clicks Approx. CPC ORANGE 142 Content Marketing projected clicks TBD April-June - $10,000 $5,000 $15,000-3,676, % 16,720 $ 0.90 Article One - Fishing TBD Early April $5, , % - 5,566 $ 0.90 Article Two - Golf TBD Early May $5,000-1,269, % - 5,426 $ 0.92 Article Three - Biking TBD Early June $5,000-1,374, % - 5,697 $ 0.88 Display Retargeting Added Value - Following week $0-50, % - 31 $ - TAKE 5 MEDIA- 652,500 Behaviorally and GEO targeted s ($20 CPM) 952,500 April-June - $10,000 $5,000 $15, , % 17.58% 21,663 $0.70 One - Fishing 217,500 Early April $4, , % 18.08% 6538 $0.62 Two - Golf 217,500 Early May $4, , % 17.12% 4529 $0.89 Three - Biking 217,500 Early June $4, , % 17.54% 5434 $0.74 Display Retargeting off s ($6.50 CPM) 300,000 Following week $2, % $0.57 CENTRAL 2017 ADVERTISING TOTALS 952, $20,000 $10,000 $30,000-4,102, % 17.58% 38,383 $0.80 Minnesota Heartland Tourism Association 2017 Northwest Region Marketing Program Media Description Distribution &/or Impressions Flight Dates Deadlines Northwest Amount EMT Match FULL Amount Leads Delivered Digital Imp/ Opens CTR % Open Rate Clicks Approx. CPC ORANGE 142 Content Marketing projected clicks TBD April-June - $7,500 $3,750 $11,250-2,748, % 12,575 $ 0.89 Article One - ATV TBD Early April $3, , % $ 0.89 Article Two - Fishing TBD Early May $3, , % $ 0.90 Article Three - Biking TBD Early June $3,750-1,155, % $ 0.90 Display Retargeting Added Value - Following week $0-50, % - 26 $ - TAKE 5 MEDIA- 652,500 Behaviorally and GEO targeted s ($20 CPM) 698,175 April-June - $7,500 $3,750 $11, , % 18.38% 19,330 $ One - ATV 165,725 Early April $3,262-30, % 18.59% 5043 $0.65 Two - Fishing 165,725 Early May $3,262-30, % 18.49% 5711 $0.57 Three - Biking 165,725 Early June $3,263-29, % 18.07% 4,897 $0.67 Display Retargeting off s ($6.50 CPM) ,000 Following week $1, % $0.40 NORTHWEST 2017 ADVERTISING TOTALS 698, $15,000 $7,500 $22,500-3,050, % 18.38% 31,905 $0.73 Minnesota Heartland Tourism Association Motorcycling SPLIT BETWEEN NORTHWEST AND CENTRAL BUDGETS Media Description Distribution &/or Impressions Flight Dates Deadlines Central & Northwest Amount EMT Match FULL Amount Leads Delivered Imp. Delivered CTR % Open Rate Clicks Approx. CPC RoadRunner Magazine 443,944 April-July - $4,200 - $4, Half Page Ad in May/June Issue 221,972 Late April Sent $2, Half Page Ad in July/August Issue 221,972 Late June Sent $2, HEARTLAND MOTORCYCLING 2017 ADVERTISING TOTALS 443,944 $4,200 $0 $4,

4 Northwest Region Google Analytics: Page Views Central Region Google Analytics: Page Views

5 Central Region Fishing Web Page and Creative

6 Central Region Golfing Web Page and Creative

7 Central Region Biking Web Page and Creative

8 Northwest Region ATV Web Page and Creative

9 Northwest Region Fishing Web Page and Creative

10 Northwest Region Biking Web Page and Creative

11 Northwest and Central Regions motorcycle print ad in May/June and July/August issues of RoadRUNNER Magazine

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