Proposal for Services Destination Newport Committee

Transcription

1 Proposal for Services Destination Newport Committee

2 Our Objective To work hand-in-hand with the committee in achieving your goal to promote Newport as a yearround tourist destination in order to increase room tax revenue and total visitor spending. 2

3 Team Members James Rand- Creative Director Matt Koyak - Digital Marketing Director Eric Worman- Developer Kara Wyatt - Designer (web) Nancy Steinberg - Copy Writer Nathan Howard - Photographer JoHanna Wienert - Photographer Travis Leonard - Illustrator Emily Brown - Designer (Print/Outdoor) 3

4 Brief History of the Relationship In 2011, the News-Times became the agency of record for the City of Newport. $35m Total Tourism Spending Increase The decision instantly freed up more than $200,000 in the committee s budget for media buys. $34m From , the city of Newport has realized $34 million in total combined tourism spending increases. $32m $34m $31m $30m $29m

5 Proposal This year s proposal will be broken down into creative/production, printing, and digital services. 5

6 Objectives Monitor Deploy Promote Engage 6

7 2015 Outdoor Campaign Creative Print Campaign Creative 2016 / 2017 Outdoor Campaign Creative Print Campaign Creative Website Content Analytics Updating Google Instagram Facebook Tumblr YouTube Microsites Keyword Opt. Ad Words Display Network Analytics Photography Hashtags Posts Advertising Boosted Posts Analytics Content Posts Post Content Pre-roll Video Ad Placement Content Analytics Lead Capture 7

8 2015 Outdoor Campaign Creative Print Campaign Creative 2016 / 2017 Outdoor Campaign Creative Print Campaign Creative Website Content Analytics Updating Google Instagram Facebook Tumblr YouTube Microsites Keyword Opt. Ad Words Display Network Analytics Photography Hashtags Posts Advertising Boosted Posts Analytics Post Content Post Content Pre-roll Video Ad Placement Content Analytics Lead Capture 8

9 Tactics Facebook Facebook Monitor Website Outdoor Google YouTube Deploy Promote Engage Print Instagram Instagram Tumblr Microsites Microsites 9

10 Tools SEO Search Engine Optimization SEM Search Engine Marketing SMM Social Media Marketing Micro Sites Keyword Optimization YouTube Pre-roll Tumblr Blog Posts Google Ad Words Facebook Ads Website Content Optimization Google Display Network Facebook Boosted Posts Instagram Posts Reporting: website traffic and social media engagement on the 15th of each month. 10

11 Creative/ Production Write, design, illustrate, or otherwise prepare Newport s advertisements, including commercials to be broadcast, or other appropriate forms of Newport s message. Properly incorporate the message in mechanical or other form and forward it with proper instructions for the fulfillment of the order. Check and verify insertions, displays, broadcasts, or other means used, to such degree as is usually performed by advertising agencies. Develop new marketing campaign (conception, creative design, copy-writing, graphic design and resizing, final mechanicals, and delivery) designed to address the completion of the Rt. 20 project. THEY RE YOUR VACATION DAYS, DO SOMETHING DISCOVER coast44., OREGON. discovernewport.com 11

12 ...do something NEW Printing Services 1 Yaquina Head Lighthouse & Interpretive Center 2 Historic Nye Beach 3 Visual Arts Center 4 Fairgrounds 5 Don Davis Park 6 Performing Arts Center 7 Library 8 Courthouse 9 Post Office 10 Recreation Center 11 City Hall/Police Station 12 Burrows House Historical Museum 13 Chamber of Commerce &Visitor Information 14 Historic Bayfront 15 Hospital 16 Bus Depot 17 Coast Guard Station 18 Yaquina Bay Lighthouse 19 Marine Science Center 20 Oregon Coast Aquarium 21 Airport 22 Pacific Maritime Museum they re Agate Beach Design, copy writing, and printing of a 19.5 x 9 4-panel brochure on 99# Sonoma matte stock with reply card. Tracking and final reporting on Brochure QR Code analytics. YO VACATI Cliff St. GREATER NEWPORT CHAMBER OF COMMERCE 555 S.W. COAST HIGHWAY NEWPORT, OR LEGEND Newport is alive. A town that touches the parts of you that love being immersed in authentic moments you won t forget. Even when your visit s over, Newport doesn t leave you. N E W P O R T. T h e C O A S T Y O U R E M E M B E R. Driving Directions: From the North: From Portland, take I-5 south to Corvallis, Exit #228 to Hwy 34 west. Head west on Hwy 20 to Newport. Or take Hwy 99 west to Hwy 18 through Lincoln City. Head south on Hwy 101 to Newport. From the South: From Eugene or further south, take I-5 North to Corvallis, Exit #228 to Hwy 34 west and then take Hwy 20 to Newport. LET S START WITH EST doing lots of touching. F sea star, to pulling in a p raising a pint of one of o options are too many to 12

13 Digital Services Goals - Increase traffic to discovernewport.com and increase Facebook engagement. Content is King - A partnership with Travel Newport as the primary means of creating keyword rich content. How we will use the content? 1. SEM - identify the keywords the opportunities for keyword optimization. Nancy will then write content for Travel Newport and Discover Newport that are based on those keyword opportunities. 2. SEO - Optimization of web content. 3. SMM - Promotion of the website content through Facebook and Instagram. 13

14 http Go to this report Audience Overview Apr 30, 2016 May 30, 2016 All Users % Sessions Overview Sessions May 6 May 13 May 20 May 27 Sessions 9,009 Users 7,727 Pageviews 25,934 New Visitor 14.2% Returning Visitor Reporting Pages / Session 2.88 Avg. Session Duration 00:02:50 Bounce Rate 39.65% 85.8% We will send a report on website traffic and social media engagement on the 15th of each month. We can also provide specific reporting insights for particular campaigns. % New Sessions 85.75% Google Analytics Facebook Insights Custom Reports for specific campaigns 14

15 Recommended Cost of Services Campaign Placement Budget Creative and Production $50,000 Google Ad Words.. $18,000 Printing.$23,000 Google Display Network.$10,800 Digital Content Marketing $50,000 YouTube Pre-roll $5,000 Facebook Ads..$3,000 Facebook Boosted Posts $9,000 All dollar amounts quoted above are annual. 15

16 Any business arrangement that is not profitable to the other person will, in the end, prove unprofitable to you. The bargain that yields mutual satisfaction is the only one that is apt to be repeated. Henry R. Luce