2017 Co-Op Program Paid Media Opportunities September 2016

Transcription

1 2017 Co-Op Program Paid Media Opportunities September 2016

2 Table of Contents Highlights from 2016 Program What s New for 2017/Program Components 2017 Co-Op Advertising Opportunities Destination Builder Plus Destination Builder Flowchart and Costs/Ad Deadlines Next Steps/Timing Contact Info

3 Highlights from 2016 Program Digital Display All high-performing digital display units had specific calls to action, prompting consumers to click on the ad Calls to action resulted in some of the strongest clickthroughs throughout the co-op program

4 Highlights from 2016 Program eblasts A clear call to action, appealing image or discount offer helps increase clickthrough rate Cedar Point received almost double the number of clicks of any co-op partner Hocking Hills drew consumers in (and generated clicks) with an appealing image

5 Highlights from 2016 Program Pandora All of these creatives performed well, likely due to specific calls to action

6 Highlights from 2016 Program Several CVBs and destinations pooled their 2016 co-op funds to increase their spend: Dayton and Greene County CVBs: Air Force Museum, NAHA and Air Force Museum Foundation promoting the Air Force Museum s new exhibits Canton CVB: Promoting Gervasi Vineyard, Pro Football Hall of Fame and Visit Canton

7 Highlights from 2016 Program SEM Castaway Bay Cost per acquisition goal set at $175-$ search campaign hit $50 CPA More than 200 online bookings in the first two months Red Maple Inn Helped install and implement cross-domain e-commerce conversion tracking to optimize towards online bookings Helped generate a positive ROI in August of 115%

8 Highlights from 2016 Program Ohio State Park Lodges Salt Fork State Park Lodge saw a month over month increase in online bookings and revenue and drove an ROI upwards of 700% Punderson Manor Lodge enjoyed an increase in online bookings and revenue and by June saw an ROI of more than 350%

9 What s new New for 2017 Digital brochure fulfillment with newspaper insert Customized recording of :15 Pandora radio spot at no charge Custom digital landing pages through Meredith Publishing (Midwest Living, Better Homes and Gardens) Earlier launch of the eblast campaign (April versus May) Native advertising via Travel Spike (Builder Program) Digital display advertising on ESPN.com (Builder Program) Paid Search and Win strategy (Builder Program)

10 Program Components Destination Builder Plus (100% match program) Print Digital (display, video, mobile, paid social, native advertising) eblasts Radio (streaming) SEM Destination Builder (no-match program) Designed to offer optimized, cost-effective and customized advertising opportunities to co-op partners Digital (display, video, mobile, paid social, native advertising) Includes ESPN.com and contextual advertising through Travel Spike Radio (streaming) Paid Search and Win strategy

11 2017 CO-OP ADVERTISING OPPORTUNITIES Destination Builder Plus Destination Builder

12 Media Offered Destination Builder Plus Digital Radio Print Display Video Mobile Paid Social Native Advertising Streaming Consumer Magazines Daily Newspaper s Trade Magazines Brochure Distribution SEM

13 Media Offered Destination Builder Digital Radio SEM Display Video Streaming Search and Win Mobile Paid Social Native Advertising

14 FLOWCHART & BUDGET ALLOCATIONS Destination Builder Plus Note: All pricing provided reflects co-op partner costs only. State Match Funds have already been accounted for.

15 Media Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. Midwest Living FamilyFun Newspaper Insert Group Tour Student Group Tour AD-RACK Landing Pages Digital Display eblasts Pandora SEM

16 Tiers for Printed Insert Tier 1 Tier 2 Tier 3 Tier 4 Equivalent to full-page ad Three to five images 200 words of copy, plus website address and phone number Equivalent to half-page ad Two to three images 100 words of copy, plus website address and phone number Equivalent to quarter-page ad One image 75 words of copy, plus website address or phone number Equivalent to sixth-page ad One image 50 words of copy, plus website address or phone number Tier 5 (newspaper insert only) One image 25 words of copy, plus website address or phone number ebrochure Add-On: Available for additional cost with newspaper insert ad buy; allows consumer to download digital version of co-op partner s travel guide or brochure and saves co-op partner postal costs.

17 Print Advertising Pricing Print Timing Size Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 ebrochure* Midwest Living May/June 12-page insert $12,500 $7,500 $5,000 $2,500 N/A N/A Sept./Oct. 4-page insert $12,500 $7,500 $5,000 $2,500 N/A N/A FamilyFun June/July 4-page insert $6,500 $3,800 $2,600 $1,295 N/A N/A Newspaper Insert Group Tour Student Group Tour May 7 Feb., May, Aug. 8- to 16-page insert $25,340 $13,303 $6,968 $3,643 $2,786 $950 8-page insert N/A $575 $375 $175 N/A N/A April, August 8-page insert N/A $675 $475 $225 N/A N/A *ebrochure add-on

18 Print Deadlines Publication Midwest Living Issue Date Space Reservation Deadline Materials due to Marcus Thomas May/June Nov. 30 Jan. 19 Sept./Oct. Nov. 30 May 10 FamilyFun June/July Nov. 30 Mar. 4 Newspaper Insert May 7 Nov. 30 Jan. 15 Group Tour Student Group Tour February Nov. 30 Dec. 5 May Nov. 30 Feb. 3 August Nov. 30 May 5 April Nov. 30 Jan. 16 August Nov. 30 Apr. 3

19 AD-RACK Distribution Pricing* # of TICs 12-Month Brochure Program 4-Month Brochure Program 12-Month Digest/Magazine Program 4-Month Digest/ Magazine Program One $120 $60 $168 $84 Two $240 $120 $336 $168 Three $360 $180 $504 $252 Four $480 $240 $672 $336 Five $600 $300 $840 $420 Six $540 $300 $756 $420 Seven $630 $350 $882 $490 All eight locations $576 $352 $816 $496 NOTE: All costs to deliver brochures to AD-RACK are the responsibility of the partner. Please contact AD-RACK for delivery instructions.

20 Digital Display and eblast Pricing eblasts Landing Pages Flat Rate $475 with six to eight partners per Flat Rate $2,985 per six-month commitment Digital Display Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 In-State $25,000 $18,750 $12,500 $5,000 $2,500 Estimated Impression Levels 8,333,333 6,250,000 4,166,667 1,666, ,333 Out-of-State $25,000 $18,750 $12,500 $5,000 $2,500

21 Pandora Pricing Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 In-State $25,000 $18,750 $12,500 $5,000 $2,500 Estimated Impression Levels 7,142,857 5,357,143 3,571,429 1,428, ,286 Out-of-State $25,000 $18,750 $12,500 $5,000 $2,500

22 eblast, Digital Display and Pandora Deadlines Flight Month Materials due to Marcus Thomas April March 1 May April 1 June May 1 July June 1 August July 1 September August 1 October September 1 Note: Please alert Marcus Thomas to any specific timing requirements for eblast distribution

23 Paid Search Packages Packages Monthly Budget Total Monthly Spend* Engine Conv. Tracking Monthly Clicks** Monthly Conv./Coupon Downloads*** Premium $250-$500 $500-$1,000 Google N/A N/A Premium Plus $550-$1,000 $1,100-$2,000 Google 748-1, *Includes State Match Funds **Includes industry average of $1.47 CPC; actual CPCs may come in above or below industry average ***Based on industry average conversion rate of 1.45%

24 Budget Allocation Suggestions $5K and less $10K-$15K $25K SEM SEM SEM Digital Digital Digital AD-RACK Print Print AD-RACK Pandora AD-RACK

25 Budget Allocation Samples Budget Level Print AD- RACK eblasts Digital Pandora SEM Less than $1,000 x x Less than $1,000 $1,000 x x $1,000 x x $5,000 x x $5,000 x x $10,000 x x x $10,000 x x x $15,000 x x x x $15,000 x x x $25,000 x x x $25,000 x x x x x

26 NEXT STEPS/TIMING

27 Destination Builder Plus Match Fund Reservation and Advertising Selection Opens Fri., 9/23, 2 p.m. (EST) Commitment requests and ad selections will be managed through our 2017 co-op portal Match Fund Reservation and Advertising Selection Closes Wed., 11/30, 5 p.m. (EST) Co-op signup and the advertising selection process concludes

28 Destination Builder Next steps for the Destination Builder program will be for the co-op partner to alert Marcus Thomas of their interest via the Partner Portal. Marcus Thomas will then work with them to develop their advertising program. Q1 Flight Q2 Flight Q3 Flight Q4 Flight Plan submitted: 12/1 Plan submitted: 3/1 Plan submitted: 6/1 Plan submitted: 9/1 Final art files due: 12/15 Final art files due: 3/15 Final art files due: 6/15 Final art files due: 9/15

29 CONTACT INFORMATION

30 Reminder Send additional questions to