2019 community cooperative marketing program · co-brand campaign elements with community logo and...

2019 COMMUNITY COOPERATIVE MARKETING PROGRAM

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Every year, we invite visitors from across the country and around the world to experience the Great Faces and Great Places of South Dakota.

In order to attract even more guests to our communities and state, we’ve created a new cooperative marketing program using a tiered approach. Regardless of your marketing budget and goals, you will find a tier that works for you. No matter what tier you choose, the elements included in each will help you effectively promote your community to thousands of potential visitors in key target markets.

CONTACT Ashley Worth Co-op Marketing Manager [email protected] 605-773-3301

Mike Gussiaas Global Marketing & Brand Strategy Director [email protected] 605-773-3301

APPLICATIONS Due by: November 23, 2018 Visit SDVisit.com to apply

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MEDIA PLACEMENTEstablish unified goals and objectives for consistent tracking and metrics.

Gain access to media partners, advanced custom programs and technology through South Dakota Department of Tourism partnership.

Create media efficiencies resulting in lower cost-per- impressions and further impact in target markets.

Freedom to execute additional efforts outside of the partnership.

CREATIVECampaign concepting and planning paid for by the South Dakota Department of Tourism.

Imagery tailored to each partner as directed by the South Dakota Department of Tourism.

Creative production efficiencies and flexible approval timelines.

Award-winning creative development.

MATERIALSDetermine key points to help tell your story.

Establish primary goals to determine clear calls-to-action.

Media efforts to direct audiences to community website.

Co-brand campaign elements with community logo and the South Dakota Department of Tourism logo.

REPORTINGReceive monthly reports and one end of campaign report via Lawrence & Schiller’s Business Intelligence platform, including all paid media performance metrics.

Access to Lawrence & Schiller’s Business Intelligence platform through one user login for the duration of the campaign.

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G嘃ĀreatThe ultimate goal for the cooperative marketing program is to increase the brand awareness of South Dakota’s great communities while elevating each co-op member’s overall reach.

By leveraging the South Dakota Department of Tourism’s efforts and other partner efforts, you will be able to build cohesive, cost-efficient marketing strategies capable of reaching our core audiences.

This tiered approach gives every community access to: travel industry experts, industry knowledge, advanced technology and audience targeting, first-rate media partners, and award-winning creative development.

STRATEGYLeverage the South Dakota Department of Tourism’s and other partners’ efforts to build a cohesive strategy, making marketing dollars go further.

Create a year-round plan to assist with budget planning.

Create transparency of all cooperative partners’ media tactics, markets, and plans, which in turn assists communities, businesses, and attractions to supplement and support these efforts.

Access to travel industry experts and historical industry knowledge.

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TIER 16 Month Campaign Duration

3 Audience Groups

7-10 MillionImpressions

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MARKET OBJECTIVESSupport growth markets

Support maintenance markets

Test emerging markets

Provide presence in South Dakota Tourism established markets

Traditional Markets3

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Digital/Social Markets6

Potential Test Market

PEAK: FEBRUARY-JULY // SHOULDER: AUGUST-JANUARY

$135,000- $185,000Budget

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TRADITIONALBroadcast TV (4 Weeks)

Cable TV (6 Weeks)

Print (2 Insertions)

Outdoor/Out-of-Home (8 Weeks)

Radio (4 Weeks)

DIGITALAlternative/Connected TV (6 Weeks)

Arrivalist Attribution

Digital Amplification

Display

Display Retargeting

Influencer Marketing

Online Radio/Podcasts (4 Weeks)

Online Video

Online Travel Agency (OTA) Digital Placement

Rich Media

Search Engine Marketing (SEM)

Social

Targeted Emails

TACTICS

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45% Digital

15% Social

40% Traditional

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MEDIA MIX

Your plan may include any combination of the tactics listed here. Visit SDVisit.com for more information on tactics.

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TIER 26 Month Campaign Duration

3 Audience Groups

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MARKET OBJECTIVESSupport regional efforts

Test emerging markets

Traditional Markets2


$85,000- $134,999Budget


1 Potential Test Market

Provide presence in South Dakota Tourism established markets


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MEDIA MIX

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TACTICS

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TRADITIONALBroadcast TV (3 Weeks)

Cable TV (6 Weeks)

Print (1 Insertion)


Radio (4 Weeks)

DIGITALAlternative/Connected TV (4 Weeks)

Arrivalist Attribution

Digital Amplification

Display

Display Retargeting

Influencer Marketing


Online Video

Online Travel Agency (OTA) Digital Placement

Rich Media


Social

Targeted Emails

50% Digital

20% Social

30% Traditional

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MARKET OBJECTIVESSupport regional efforts

TIER 3$40,000- $84,999Budget

6 Month Campaign Duration

2 Audience Groups


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Traditional Market1


75% Digital

20% Social

5% Traditional

TRADITIONALLocal/Regional Print (1 Insertion)


DIGITAL Influencer Marketing

Display

Display Retargeting

Online Video


OTA Digital Placement (Online Travel Agency)

Rich Media


Social



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Bolster your tier selection by supplementing your choice with additional campaign elements. Additional tactics extend the reach of your marketing efforts while increasing overall awareness.

Consider your community’s budget and goals, then select the tactics which best address your needs.

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TRADITIONAL

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DIRECT MAILThrough the use of targeted lists, direct mail pieces effectively reach target audiences in their home.

Direct Mail Standard Piece$10,000

Primary Audience Choice of One

Markets Choice of One

Available Spots Peak (1)

Unit 4 Panel Roll-Fold

Quantity 30,000-35,000

Est. Impressions 105,000

Great Getaways Direct Mail Co-op

Primary Audience Families and Wanderers

Markets Chicago, Minneapolis, Denver, Omaha*

Available Spots Peak (54), Shoulder (48)

Timeframe Spring 2019, Fall 2019

Unit TBD

Quantity TBD

Est. Impressions TBD

$750

MAGAZINE CO-OPSAllows partners to gain exposure in national publications with preference given to partners on a first come, first served basis.


Publications Choice of Family Circle, Parents, Midwest Living, Real Simple, or HGTV Magazine

Markets CO, IA, IL, KS, MN, MO, MT, NE, ND, SD, WI & WY

Available Spots 6 Per Publication

Primary Audience Group Tour Operators

Publications Group Travel Leader, NTA Courier, Destinations ABA

Markets National

Available Spots 12

Peak Magazine Co-op$2,500

Group Tours Magazine Co-op

Timeframe Spring 2019

Unit Eight Page Booklet with Partner Feature

Circulation Varies by Publication

Est. Impressions Varies by Publication

Timeframe Winter 2019

Unit TBD; Partner Feature in All

Circulation 32,500

Est. Impressions 73,600

$2,100

OTA Digital Placement

Print Partnerships - Giant Step

Regional/Local Print

SD Vacation Guide

Travel Speci�c Platform Digital Placement

TravelSD Sponsored Content

Travelsmart Email Feature

Travelsmart Email Personalized Segment

SPONSORED

SPONSORED

Arrivalist

Automated, Triggered or Audience Based Email Blitz Feature

Direct Mail

eCRM

Email Sponsorships

Events Email Main Featured Content

Facebook Collection

Native

Niche Audiences

Niche Print Publications




SD Vacation Guide





SPONSORED

SPONSORED

Arrivalist


Direct Mail

eCRM

Email Sponsorships


Facebook Collection

Native

Niche Audiences


* Markets subject to change in Shoulder 2019

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EMAIL MARKETINGThrough the creation of a custom segment of the Travelsmart email list, a unique eCRM message can be tailored to your community or business.

Get your own dedicated email sent to your choice of primary audience based on the South Dakota Department of Tourism’s email database.

Primary Audience Choice of Outdoor Adventure, National & State Parks, Camping, Road Trip

Markets National


List Size 12,000 minimum

Open Rate Approx. 20-25%

Opens 2,400-3,000

Secure a dedicated section in the South Dakota Department of Tourism’s Travelsmart email.

Primary Audience Travelsmart Email Subscribers

Markets National


List Size 600,000

Open Rate Approx. 20%

Opens 120,000

$2,500 $500/adCustom Segment Monthly Featured Section

CONTENT MARKETINGInfluencer marketing and content partnerships deliver your digital message to connected, targeted audiences.

$3,000Influencer Marketing Content Partnership -

Native Content Content Partnership - Video Content

Placement including two long form articles and photos targeting interest and behavioral based targeting through native advertising.


Markets Choice of Two



Video content collected to develop :60, :30, and :15 video to be utilized for media placement through native, programmatic, and social video.


Markets Choice of Two

Available Spots Peak (3)


Email Reporting South Dakota Tourism to provide email stats after send.

Digital Media Reporting One end of campaign report including all digital media paid performance metrics.

$3,000 $6,750Paid influencers share the message of your brand in an authentic way to reach consumers, while allowing for a brand to showcase itself through various forms of content such as blogs, photos, videos, and social content.


Standard Elements Blog Post, Social Posts, Full Image Rights





SD Vacation Guide





SPONSORED

SPONSORED

Arrivalist


Direct Mail

eCRM

Email Sponsorships


Facebook Collection

Native

Niche Audiences





SD Vacation Guide





SPONSORED

SPONSORED

Arrivalist


Direct Mail

eCRM

Email Sponsorships


Facebook Collection

Native

Niche Audiences


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Display Retargeting Serves personalized and relevant messages to all website visitors based on the information they consume on a specific website and activates users to take a specific action, such as downloading a Visitor Guide.

Monthly EOC Reporting Partnering agency will provide monthly campaign reports, providing an overview of campaign metrics. Reports will be provided by the 15th of each month that campaign efforts run. Upon campaign completion an end of campaign report will be provided with an overview of the campaign performance.

Online Radio As more people are utilizing online streaming services, such as Spotify and Pandora, online radio brings additional awareness and other benefits similar to that of traditional radio.

Online Video Reach users across all devices with online video formats such as standard :15 or :30 spots, 360-degree video, social spots (:06), interactive video, and virtual reality video units.

OutdoorEffectively reaches large masses of people by utilizing static and digital billboards with a high frequency message users see throughout their daily routine.

Out of Home Reaches target audiences in unexpected ways as they go through their daily routine with efforts that include but are not limited to mall/skyway/airport advertising, branded bikes, etc.

Alternative Television Time shifted TV and increased trends in cable cutting make alternative TV more attractive. :15 and :30 second placements reach target audience(s) in target markets.

Broadcast Television Broadcast TV is effective at reaching a large audience with a high inspirational message. Efforts are bought by market with specific programming selected based on the target audience(s).

Cable Television Reaches a large number of views and assists in extending the reach of broadcast television by utilizing high viewership programs and using high inspiration brand messaging to trigger users to learn more about South Dakota as a vacation destination.

Connected TelevisionCapitalizing on the evolving TV landscape with video placement on apps accessible through connected TV devices—such as smart TVs, Apple TV, Roku, Amazon Fire, Google Chromecast and gaming consoles—allows for users to be reached across all channels.

Digital AmplificationAllows the identification of users who have been exposed to traditional advertising by retargeting them with digital display and pre-roll videos, keeping the brand top of mind while ensuring its message is prominent across all channels.

Display Makes users aware of the brand and its message while they are browsing content on webpages by utilizing banners containing interactive imagery or animations, and then brings them to a specific landing page.

Podcasts Live, host-read commercial messaging woven into the content of national-level podcasts which are selected based on content and interests of target audiences.

Radio Delivers your ad to a captive audience while targeting listeners based on age and gender demographics, effectively building frequency amongst a broad audience.

Rich Media Reach users in various stages of their planning process with an endless variety of targeting and units, all of which provide a high level of engagement to learn about and engage with a brand.

Search Engine Marketing (SEM) Provides the ability to control your message, offer and timing to users across all devices and drive meaningful traffic to your website through trackable, actionable text ads served to users actively searching online when planning their vacation.

Social MediaPaid and organic social efforts on platforms such as Facebook, Instagram, Pinterest and Twitter engage and inspire users through imagery and video, while retargeting messaging activates users to take a specific action like downloading a Visitor Guide.

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GLOSSARY

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2019 community cooperative marketing program · co-brand campaign elements with community logo and...

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