RE: Final Advertising Report Bill Collier Community Ice Arena & Ice Show Advertising Campaign

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1 April 5, 2017 Ms. Suzette Machado Executive Director Bill Collier Community Ice Arena 5075 Fox Sparrow Drive Klamath Falls, OR RE: Final Advertising Report Bill Collier Community Ice Arena & Ice Show Advertising Campaign Dear Suzette, Discover Klamath was proud to partner with the Bill Collier Community Ice Arena. The Ice Show was an excellent event and we enjoyed partnering with you and your organization on the out of county marketing for this event and the Ice Arena. We hope you received value from this campaign, and we welcome your feedback. More detail follows this letter. Attached you will find: Campaign Marketing Summary Report Campaign Summary Spreadsheet Copies of Digital Banner Ads Copies of Print Ads Copies of Social Media Ads Copy of TV Commercial It was our pleasure to partner with you and your organization. We look forward to working with you on future events and marketing. Best Wishes, Tonia Ulbricht Tonia Ulbricht Marketing Manager Discover Klamath

2 Campaign Marketing Summary Report Bill Collier Community Ice Arena Season I. EXECUTIVE SUMMARY This year s media efforts focused on television, social media, print publications and web/digital marketing. The majority of dollars went to television targeting Northern California and Southern Oregon markets. This was augmented by web-based banner ads, social media, and print publications. II. MARKETING OBJECTIVE The objective of the marketing campaign for the Bill Collier Community Ice Arena in the Season was to raise awareness of the Ice Arena brand overall with an added bonus of increasing attendance to the Ice Arena and the Annual Ice Show. OVERVIEW To achieve our objective, Discover Klamath (DK) and Bill Collier Community Ice Arena (BCCIA) created a comprehensive marketing plan that included television, digital advertising, social media advertising, print advertising, print collateral and public relations outreach. BUDGET The total project budget was $14, Bill Collier Community Ice Arena contributed $7, $5,000 from Klamath County Tourism Grant, and $1,850 from Discover Klamath. MEDIA MIX We looked at how best to reach the target audience and concluded that a strong TV & Digital Mix would be best, and 62% of the budget we to these mediums: TV Digital Social Media Print Collateral Public Relations Production 2% 6% 1% 21% 34% 8% 28%

3 III. MARKETING TACTICS TV We used a balance of Network & Cable with KOBI and Comcast Spotlight. The 30 second commercial focused on general marketing and brand awareness of BCCIA. We targeted these markets: We sought to reach an audience over the age of 21. The media run dates were January 2 through February 26, 2017, to reach people for the majority of the duration of the Ice Arena season. Network KOBI Comcast Flight Date Jan 2- Feb 26, 2017 Jan 2 Feb 26, 2017 Target Audience Cost Spots Impressions CPM (Cost Per Thousand) Population Reached 21+ $ ,200 $ , $ ,255,000 $ ,366 DIGITAL We developed creative assets to support both the Ice Arena brand awareness and the Ice Show event. We ran the creative highlighting the Ice Show in Bend Ticket Wire which also included a social media component, Lay It Out Events and Source which all targeted the Bend region. We targeted the Portland Metro area through Aqamedia targeted ads also highlighting the Ice Show. Creative was also placed on the Discover Klamath website on the Events page for the Ice Show as well as the Winter Sports page for the Ice Arena. Bend Source Digital- Platinum -Weekly Bend Ticket Wire Feature Post -2 Facebook Boosted Posts -3 Twitter and Facebook Posts -Lay It Out Events & Source Web Ad CPM (Cost Per Thousand) Tactic Focus Duration Cost Impressions Ice Show Dec $ ,000 $3.77 Feb 2017 ($850/mo) Aquamedia-Targeted Ads -Portland Discover Klamath Web Ad -Events Page Discover Klamath Web Ad -Winter Sports Page Discover Klamath Listing -Events Calendar Event Submission -Oregon Festivals and Events Web -Travel Oregon Web -Northwest Travel Web -Southern Oregon Magazine Web Ice Show Dec Feb 2017 $ ,650 $33.58 General Dec $150 no metric Mar 2017 General Annual $300 no metric Ice Show Nov Jan 2017 $0 Value $200 Ice Show $0 Value $200 no metric no metric

4 SOCIAL MEDIA We focused on reaching those interested in ice sports, figure skating, curling, ice skating and winter sports by using a video to market the Ice Arena and information highlighting the Ice Show. We focused on the following areas: CA-Chico, Dorris, Redding, Sacramento, Shasta Lake, Tulelake, and Yreka. OR- Altamont, Ashland, Beaverton, Bend, Brookings, Chiloquin, Clackamas, Eugene, Grants Pass, Klamath Falls, Lakeview, Malin, Medford, Merrill, Portland, Redmond, Roseburg, and Sisters. *Ice Arena Video People Taking Action 100% of Video Watched 50% of Video Watched Duration Budget Reach Impressions Cost Per Impression Jan 13-19, 2017 $ $ Feb 13-20, 2017 $ $ *Ice Show Duration Budget Reach Impressions Cost Per Imp. Post Shares Post Engagement Cost Per Engagement Dec 23-29, 2016 $ ,337 $ $0.98 Jan 13-19, 2017 $ ,748 $ $2.36 PRINT We used a variety of print publications to attract visitors to both the Ice Arena and the Ice Show. We placed creative in Southern Oregon Magazine, 1859 Magazine and the Discover Klamath Planner Guide. These publications targeted the following regions: OR-Rogue Valley, Roseburg, Eugene, Salem/Albany, Portland Metro, and Central Oregon. CA-Eureka, Redding, Sacramento, and San Francisco. NV-Reno, Tahoe and Truckee. Other-WA, ID, WY, CO, AK. Each publications viewership is interested in outdoor recreation, sports, and family and community activities which fit out demographic well. Tactic Focus Ad Size Duration Cost Impressions CPM Southern Oregon Ice Show ½ Page Magazine Winter $700 60,000 $11.67 Southern Oregon Ice Arena ½ Page Magazine Winter $700 60,000 $11.67 Ice Show Full Page 1859 Magazine & Ice December $ ,000 $14.15 Discover Klamath Planner Guide Arena Ice Arena Oversized Ad 2017 Annual $210 30,000 $7.00

5 COLLATTERAL Bill Collier Community Ice Arena created an 11x17 poster that marketed the Ice Show and was posted at many local and regional points providing good visibility and healthy foot traffic. PUBLIC RELATIONS Discover Klamath distributed a press release for the Ice Show provided by the Bill Collier Community Ice Arena to a list of 25+ media contacts. It is up to each of those organizations whether they will distribute the information to their customer base. PRODUCTION Discover Klamath worked with Basin Video to create and produce a video to market the Ice Arena and the general activities offered. Total cost for services provided by Basin Video was $250.

6 Digital Banner Ads BEND SOURCE Bend Source

7 BEND SOURCE

8 AQUAMEDIA-TARGETED ADS

9 DISCOVER KLAMATH WEBSITE ADS

10 SOUTHERN OREGON MAGAZINE HALF PAGES Print Ads

11 1859 MAGAZINE FULL PAGE

12 Event Submissions RESULTS OF EVENT SUBMISSIONS TO TRAVEL OREGON AND SOUTHERN OREGON MAGAZINE

13 Social Media Ads