COOPERATIVE ADVERTISING PROGRAM FY18

Transcription

1 COOPERATIVE ADVERTISING PROGRAM FY18

2 Strategy Overview A complete overhaul of the program will empower industry partners to leverage New Mexico True to convert trips to their destination INFLUENCE AWARENESS Bottom of Funnel Focus CORE INVESTMENT EMPOWERED CO-OP CONVERSION Industry Objective Help us fill our beds, tables and attractions so we can thrive. Gamechanging Program Improvements Inclusive Approach ü Participation no longer limited to partners that are able to front 100% of investment ü 1:1 consult available to partners who want/need help building a media plan and content/creative strategy Comprehensive Media Menu options ü Expanded MMP choices to meet diverse needs & budgets ü Customizable packages to reach specific targets ü Multi-season support ü Options for quality video and written word content production (with NMTD 1:1 match) KCA Dedicated Resources for Turn-Key Execution ü Media negotiations ü Program development & industry rollout ü Shepherd creative approval process ü Insertion orders and trafficking to media vendors ü Proof of placement & performance reporting ü Payment of joint funds to media vendors

3 Goals & Value Proposition Leverage NMTD funding with industry partner funds for greater media buying power of all parties involved Complement New Mexico True s core, awareness building advertising investment with integrated, bottom-of-funnel plans to drive consideration and activation for cooperative partners destinations Provide media menu options to meet diverse range of partner needs and budgets Improve cooperative advertising creative quality and consistency with New Mexico True brand Enable efficient production of engaging video assets that meet brand standards Deliver unprecedented performance reporting to ensure NMTD and partner objectives met or exceeded

4 Program Architecture Media Menu Program (MMP) Prioritized Launch ü Launch first to encourage integrated investments Prioritized Funding üno max grant per partner (but subject to approval and available NMTD $) Strongest Benefits to both NMTD + Partners ü Aligned to NM True plan for max consumer impact ü Leverages NMTD scale and buying power for preferred rates pre-negotiated on partner s behalf ü Only 50% of plan cost required of partner upfront ü 1:1 collaborative consult to build custom media plan üinsertion orders and trafficking to media vendors handled on partner s behalf ü Proof of placement, performance reporting, and payment of media vendors handled on partner s behalf Flex Grants Sequenced Launch ü Application opens AFTER MMP awards granted ü MMP applicants may also apply for Flex Subsequent Funding ü Flex fund amount TBD post-mmp award decisions üestimated NMTD average grant of $5,000 per partner (for total $10,000 flex investment) Limited Benefits to both NMTD + Partners - Investment not necessarily aligned to broader NM True media plan - Does not leverage NMTD scale and buying power, with negotiations handled solely by partner - Partner must front 100% of the cost (with 50% reimbursed by NMTD once POP & reporting supplied) - Partner must handle all insertion orders and trafficking to media vendors - Partner must handle proof of placement, performance reporting, and 100% payment to media vendors

5 Collaborative Process INTENT TO APPLY - PRE-PLANNING QUESTIONS COMMUNICATION FLOW qcontact Name qorganization Name & City qtarget Markets qcampaign Timing (Winter, Spring or both) qmedia Preferences (print, OOH, digital, etc.) qestimated Funds for MMP (not including NMTD match) qsource of Funding qhow will you measure success (room nights, website visits, event attendance, etc.)

6 FY18 Media Menu Program (MMP) Vendors PRINT DIGITAL & VIDEO OOH Texas Monthly Southwest Inflight D Magazine Outside Magazine American Way NM Magazine NM True Adventure Guide Pandora Digital Radio Facebook / Roots Rated StackAdapt Native DSP Pixability Social Video NCC TV Everywhere Video Expedia Brands TripAdvisor ADARA Programmatic OnTheSnow NM True Television Custom Video Creation (through Talweg approved resources) DFW Digital Screens DFW Digital Spectacular Dallas Love Flight Info Screens IAH Houston Recharge Stations HOU Hobby Digital Network PHX Sky Harbor SWA Terminal Digital Directory SAN Digital Gate & Baggage DAL, DFW, AUS Free Wi-Fi Lamar Clear Channel

7 Example Custom DRIVE MARKET Plan New Mexico Destination Location: Southeast NM TARGET MARKETS: DRIVE: El Paso, Lubbock, Midland, Odessa, + Dallas BEHAVIORAL: Family, History & Culture OBJECTIVES: Inspire long weekend, drive market getaways Drive consideration / activation for overnight stays KPIs: Inspiration: Reach and Engagement Consideration / Activation: Increase YOY Bookings to local hotels and increase YOY in destination search intent. CO-OP PROGRAM PLANNING Inspiration: Texas Monthly, D Magazine, Pandora Radio Premium, Roots Rated Content + FB targeting Southeast Premium + family, Stack Adapt native distribution, + Video Production Consideration / Activation: TripAdvisor Targeting NM Content Searches, Expedia Brands Key Destination Comp Set Targeting + Previous Destination Searches for Comp Set. ADARA NM Intenders and Retargeting off of partner site and NewMexico.org website.

8 Example Custom IN-STATE Plan New Mexico Destination Location: North Central NM TARGET MARKETS: Target Markets: In-State (ABQ + Las Cruces) BEHAVIORAL: Family, Outdoor Enthusiast OBJECTIVES: Inspire weekend getaways Drive consideration /activation for in-state overnight stays KPIs: Inspiration: Reach and Engagement Consideration / Activation: Conversions CO-OP PROGRAM PLANNING Inspiration: Pandora Radio In-State, NM Magazine, Roots Rated Content + FB targeting In State + family + outdoor enthusiast, Stack Adapt native distribution, OOH In State, NCC Video, Pixability Social Video Distribution Consideration / Activation : ADARA Geo In State

9 Program Measurement and Reporting KCA Wrap Up Report NMTD Tracking & Impact Report Print: Proof of Run, Circulation / Newsletter: Distribution, Open Rate, Click Thru Rate, Screen Shot Digital Display: Screen Shots, Impression Delivery, CTR, CPC, ecpc, *Conversion Reporting where applicable, Viewability Content Marketing + Distribution: Articles, Article Post Screen Shots, Total Engagements, Impressions, CPE, Viewability *where applicable Video: CPCV, Views OOH: Reach, Frequency *digital, Proof of Placement (POP) Additional performance data, such as Event attendance Partner social media performance Partner website performance

10 Timeline WEBINAR 5/18 INTENT TO APPLY 5/23 APPLICATIONS DUE 6/12 50% $ DUE 8/7 (FALL/WINTER) 50% $ DUE 12/8 (SPRING/SUMMER) 1:1 CONSULTS 5/24-6/7

11 THANK YOU!