2016 co-op program · 2019-08-28 · what’s new for 2016? •2016 will be an exciting year for...

2016 Co-Op Program

October 2015

Agenda

Welcome and Introduction

What’s New for 2016?

How the Co-Op Can Work for You! A Buyer Journey Example – Marcus Thomas

2016 Co-Op Advertising Opportunities – Marcus Thomas

– Destination Builder Plus

– Destination Builder

Reporting Capabilities – Marcus Thomas

Next Steps – Marcus Thomas

The New DiscoverOhio.com and Social Media – Katie Sabatino

2016 Public Relations – Tammy Brown

Questions – All

Addendum

What’s New for 2016?

• 2016 Will Be an Exciting Year for Ohio!

– Launch of new brand campaign

– NEW! 2016 Co-Op Program – investing $1.7MM (30% of media budget) as

we partner together to promote Ohio

Shaped by valuable input from many of you – influencing the media, process and

structure

Features a new investment matching program allowing organizations of all sizes

to participate by first prioritizing funds for nonprofits, including Convention and

Visitor Bureaus (CVBs)

New portal system to denote your participation, make specific media

commitments and then track/evaluate results monthly

Presentation of entire year program to improve budgeting process

Access to Marcus Thomas to help develop your media plan

Seeing Positive Impact on Decision to Visit Ohio

2014 Highlights

• 200MM visits (+2.8% from 2013 at 195MM visits)

• 38MM overnight visits (+2.6% from 2013 at 37MM overnights)

– Overnight visitors continue to outspend day trip visitors 3:1 –

$112 for day trips vs. $341 for overnight trips

• $40B in visitor spending (+4.7% from 2013 at $38B)

• Tourism supported approximately 412K jobs (+1.8% from 2013

at 405K)

INTRODUCTIONS

Marcus Thomas Team

Glenda

Becca Jordan Brianna

Kaley Dagmar Raf

2016 CO-OP PROGRAM OVERVIEW

What We Learned

• What we learned from the interviews

– Co-op dollars greatly increase your spending power

– Diverse target audience and communication needs

– Tracking and measurement are vital

– Digital is king

– Equal access to the funds

New for 2016

• What’s new

– Increased digital offerings (including SEM)

– Regular tracking and metrics reporting

– Opportunities to customize your digital media

– Full-year program

Destination Builder Plus , 100% match program

– Use of TourismOhio branding is required

Destination Builder, lower negotiated rates

– Use of TourismOhio branding is not required

– Equal access to match funds across the five regions

Up to $25,000 in match funds per partner

– Opportunity to reserve match funds

2016 Objectives

• Extend the new TourismOhio branding campaign from the state

and national campaign levels through to the destination level,

resulting in increased visitor spending

• Balance partner opportunities throughout the state

• Enable partners with the flexibility to promote their brand

• Provide tracking and optimization opportunities to meet

partners’ key performance indicators (KPIs)

• Destination Builder Plus

(100% match program)

– Print

– Digital (display, video, mobile,

paid social, native advertising,

eMail)

– Radio (streaming)

– SEM

– Full-service consultation,

planning, optimization and KPI

reporting

• 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)

– Television (programmatic,

connected TV)

– Full-service consultation,

planning, optimization and KPI

reporting

Program Components

2016 CO-OP

ADVERTISING

OPPORTUNITIES

Destination Builder Plus

Destination Builder

DESTINATION BUILDER PLUS

Program Components

Destination Builder Plus Target Markets

Target Segments

• Culture Buffs

– Activities – Art museums,

theatre, ballet, opera, music,

halls of fame

– Audience – Age 45-80, upper

income, higher education

• Family Outings

– Activities – Zoos, children’s

museums, local festivals,

conservatories

– Audience – Families with

children age 2-14

• Friend/Romantic Getaways

– Activities – Wineries, bed &

breakfasts, state parks, camping

– Audience – Age 21-65+

• Nature Lovers/Adventurers

– Activities – Weekend getaway,

birding, canoeing, hiking,

fishing, hunting, parks and

recreational activities

– Audience – People who like to

be outdoors, people who have

SUVs, hunting/fishing licenses,

REI/The North Face customers

Target Segments ( cont ’d )

• Thrill Seekers

– Activities – Zip lining, haunted

houses, amusement parks,

spelunking, cliff jumping,

bungee jumping, car racing

– Audience – Jeep or motorcycle

owners, rock climbers

• City Lovers

– Activities – Nightlife, shopping,

bars and restaurants,

comedians, shows

– Audience – Age 21-65+

• Drinkies

– Activities – Beer festivals;

mixology bars; wine classes,

tastings, tours

– Audience – People who drink

craft beer, fine wine and hand-

crafted mixed drinks

• Foodies

– Activities – Local food scenes,

food truck festivals

– Audience – High-expenditure

category for credit cards (Amex,

Black Card)

Target Segments ( cont ’d )

• Event Goers

– Activities – Music festivals,

seasonal festivals, sporting

events

– Audience – Live music junkies,

young and active – 18-40, sports

• Cool Hunters

– Activities – What’s new, in the

know, new establishment

openings

– Audience – Age 21-60

• LGBTQ

– Activities – Pride festivals, parades, events, gay bars/restaurants

– Audience – LGBTQ

Strategy

• Multi-touchpoint strategy using a combination of:

– Print inserts (magazines and newspapers)

– AD-RACK brochure distribution program

– Digital (display, video, mobile, paid social)

– Search engine marketing

Media Offered

Digital Radio

Display

Mobile

Paid Social

Native

Advertising

Streaming

Consumer

Magazines

Newspapers

Magazines

Brochure

Distribution

Benefits

Offer some customization of the brand-specified

target audiences

Provide opportunities to optimize during digital

campaigns

Regular reporting on campaign results

• Multipage insert in all print

– 12- or eight-page insert,

depending on media vehicle

and timing

– Layout will be similar to

Midwest Living insert and

customized per media

vehicle and co-op partner

participation

Print Insert

• Partners in the program

– Midwest Living

– FamilyFun

– Crossings

• Why participate?

– All three magazines have readers with a

high propensity to:

Reach Millennials through Gen X

Plan their getaways for their families

Take road trips to neighboring cities/states

• Metrics

– Leads via reader service listings within

the magazines (except Crossings)

Consumer Print – Magazines

– Major dailies within each in-state,

plus out-of-state markets

– Newspapers target select households

based on Claritas PRIZM segments

– Customer segmentation system that

categorizes consumer/household into

groups based on demographics and past

behaviors

• Metrics

– Leads via sweepstakes, Facebook posts,

eBlasts

– Estimate (at minimum) 4,000 leads per

co-op partner

Consumer Print – Newspapers

– Group Tour

– Student Group Tour

– Reach group tour leaders and

operators who are actively looking for

and planning group trips

– Provides coverage of both association

and nonaffiliated tour operators

• Metrics

– Leads via reader service listings

Trade Print – Magazines

BROCHURE DISTRIBUTION SYSTEM

• Partner in the program

– AD-RACK

– Distributes brochures or digests/magazines to eight

Tourism Information Centers (TICs) in the state of Ohio

Family-friendly centers provide travel information to travelers

who are very receptive; looking for attractions to visit, and

places to stay and eat

Can be purchased for a 12-month contract or minimum four-

month seasonal contracts

Purchasing consideration should be based on most relevant

points of distribution

• Metrics

– Number of brochures taken on a monthly basis

Brochure Distribution Program

• #1 Ashtabula County, I-90 westbound

• #2 Belmont County, I-70 westbound

• #3 Butler County, I-75 northbound

• #4 Butler County, I-75 southbound

• #5 Preble County, I-70 eastbound

• #6 Scioto County, US 23

• #8 Warren County, I-71 southbound

• #9 Washington County, I-77 northbound

Tourist Information Center Locations

#7, #10, #11 and #12 are temporarily closed 30

DIGITAL

– ADARA travel ad network that finds

current and prospective travelers, and

connects with them across the Web

– Sizmek full-service trading desk providing

TourismOhio co-op partners strategic

targeting tactics, including:

Contextual targeting

Audience/behavioral targeting

Retargeting

– Travel Spike

Custom email campaign allowing

advertisers to send promotions to

readers who have opted-in to receive

travel offers across multiple devices

– Digital has a high propensity to reach the

family traveler and Millennial audiences

across all platforms

– Offers in-state and out-of-state targeting

options across all platforms

– Provides flexibility of targeting segments to

each of the co-op partners

– Gives co-op partners advanced

optimization tactics and competitive CPMs

• Metrics

– Impressions, clicks, click-through rate (CTR),

etc. (specific KPIs to be determined,

dependent on co-op partner creative units)

Digital

Sample Placements

• Standard banners or rich media units

across all platforms

– Desktop

– Tablet

– Mobile

• Available in four-week flight

increments

– May through October

ADARA and Sizmek

• Average 400,000 emails per blast

– Distributed to opt-in subscribers

from various travel lists

Publisher partners include Travel

Channel, Budget Travel, Smarter

Travel, Yapta and journeyPOD

– 32 total email blasts during 2016

Available May through November

– 12,500,000 total impressions

available

Travel Spike eBlasts

TourismOhio-

branded message

Co-op partners’

messages

STREAMING RADIO

• Partner in program

– Pandora streaming radio

– Pandora reaches more than

80 million unique visitors monthly

– Pandora has registration data for

each of its registered users, which

means no estimates and no

guesswork

• Metrics

– Impressions, clicks, CTR

Pandora Streaming Radio

• Audio Everywhere

– Ads served between songs

– :30 audio or radio commercials

(:15 co-op partner message, :15

TourismOhio brand message)

Includes 300 x 250 companion

banner

• Display Everywhere

– Served on engagement, when

users thumb-up/-down a song

Includes 500 x 500 and 300 x 250

banners

Pandora’s Audio and Display Everywhere Platforms

PAID SEARCH

• Search is the starting point for

60% of travelers

• Drives hyperqualified traffic to

your website

• Only pay when a consumer

clicks on your ad

• Drives brand awareness and

incremental offline sales

The Benefits of Search Engine Marketing (SEM)

• Trained search engine marketing specialists manage and

optimize each co-op account on a daily/weekly basis (e.g.,

ad copy testing, keyword optimization, search term mining)

• Ongoing recommendations to improve performance are

provided to partners on a regular basis and as part of each

monthly report

• Paid search KPIs can be customized per partner; however,

standard metrics are evaluated to gauge performance and

success include:

– Volume of clicks

– CTR

– Cost-per-click (CPC)

– Volume of conversions (if applicable)

How We Manage and Evaluate SEM

Paid Search Packages

Packages Monthly

Budget Engine

Tracking

Coupon

Monthly

Clicks*

Monthly

Conv./Coupon

Downloads**

Standard $100-$400 Google N/A N/A 182-728 N/A

Premium $500-$900 Google √ √ 910-1,638 13-24

Premium Plus $1,000-$2,000 Google and Bing √ √ 1,820-3,640 26-53

*Includes TourismOhio-matched funds at industry average of $0.91 CPC; actual CPCs may come in above or below industry average

**Based on industry average conversion rate of 1.45%

REPORTING CAPABILITIES

• Customized reporting provided

on a monthly basis for all digital

initiatives and programs

– Reporting to be tailored to each

partner based on their individual

business objectives and

campaign goals

• KPIs will be set prior to

campaign launch and will be

customized per partner, per

tactic

• Example KPIs and metrics

included in monthly reports:

– Impressions

– Clicks

– CTR

– CPM/CPV/CPC

– Interaction rates (rich media

– Video completions

Customized Reporting

Customized Reporting (cont’d) > Lorem ipsum dolor sit amet, te case error simul ius,

> Lorem ipsum dolor sit amet, te case error simul ius,

> Lorem ipsum dolor sit amet, te case error simul ius, Impressions Clicks CTR (%) Spend eCPC eCPM

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Display Name Impressions Clicks CTR (%) Cost eCPC eCPM

Website address

Creative

Display Placement

Impressions Clicks CTR (%)

Ad Serving Performance

PAID MEDIA DASHBOARD

Key Highlights Acquisitions Costs

Overall KPI Analytics

100000

200000

300000

400000

500000

Jan Feb Mar Apr May Jun Jul

TourismOhio

Co-Op Partner A Monthly AdWords Report

Ad Group Clicks Impressions CTR Cost Avg. CPC Avg. Position

Events Calendar 1,935 34,159 5.66% $632.74 $0.33 2.0

Parks & Lakes 393 26,723 1.47% $160.24 $0.41 2.6

Attractions 185 6,965 2.66% $69.46 $0.38 2.0

Visit 116 6,013 1.93% $52.60 $0.45 3.5

Dining 75 2,890 2.60% $21.97 $0.29 1.3

Travel Guide 43 1,580 2.72% $16.52 $0.38 2.2

Arts & Entertainment 15 979 1.53% $6.42 $0.43 1.9

Shopping 9 335 2.69% $3.23 $0.36 1.9

Monthly TOTAL 2,771 79,644 3.48% $963.18 $0.35 2.18

September budget was $1,000

Keyword Clicks Impressions CTR Cost Avg. CPC

ohio festivals 735 12,143 6.05% 246.70$ 0.34$

ohio events 283 6,845 4.13% 93.59$ 0.33$

events in ohio 276 4,579 6.03% 83.70$ 0.30$

ohio things to do 169 3,621 4.67% 68.28$ 0.40$

ohio events calendar 162 1,963 8.25% 40.17$ 0.25$

Clicks Impressions CTR Cost Avg. CPC

Ad Copy Headline 1,659 27,562 5.95% 532.79$ 0.33$

Description Line 1

Description Line 2

Destination URL

Ad Copy Headline 308 21,577 1.43% 123.32$ 0.40$

Description Line 1

Description Line 2

Destination URL

Campaign

Monthly Snapshot

Top Traffic-Driving Keywords

Top Performing Ad Copy

• The Visit ad group’s average position is below the campaign average of 2.18. We will increase bids within the Visits ad group to drive up average position across critical keywords and increase click-through rates (CTRs).

• The Parks & Lakes and Arts & Entertainment ad groups had the lowest average CTRs this month. To increase CTRs across these two ad groups, Marcus Thomas will recommend and implement (upon approval) new ad copy to test if different messaging drives increases in CTRs and overall click volume.

DESTINATION BUILDER

Goals/Objectives

• Designed to offer cost-effective, optimized advertising

opportunities to co-op partners

• Allows partners to maximize their marketing communications

budget

– Pricing is partner’s direct cost and does not qualify for any

TourismOhio match

Media Offered

Digital Radio Television

Display

Mobile

Paid Social

Native

Advertising

Connected TV Streaming

Benefits to Co-Op Partners

• Advertising opportunities included in the Destination Builder will:

– Allow for customized brand creative for co-op partner’s destination

– Specify target audience (psychographics/demographics/income/

location)

– Allow for specified flight times

– Provide opportunities to optimize during digital campaigns

– Monthly reporting and campaign tracking

– $3.95 CPM

Budgeting

• Budgets will be determined by individual co-op partner and

based on media selected

• Marcus Thomas provides reduced, cost-efficient rates to co-op

partners

• TourismOhio does not provide any match for the program

QUESTIONS?

NEXT STEPS

Match Fund

Reservation Opens

Tues., 11/17, noon (EST)

Commitment requests will

be managed through our

2016 co-op portal; we will

send the link to the portal

via the Buckeye Line on

the morning of 11/17

Match Fund

Reservation Closes

Mon., 11/30, noon (EST)

Advertising Opportunities

Selection – 12/1, you will

be alerted to your match

allocation and can begin

selecting your advertising

opportunities

Open – Tuesday, 12/1

Close (plans submitted) –

Monday, 12/14

Match Fund

Reservation Closes

Advertising

Opportunities Selection –

1/4, you will be alerted to

your match allocation and

can begin selecting your

advertising opportunities

Open – Monday, 1/4

Close (plans submitted) –

Friday, 1/29

Match Fund

Reservation Opens

Based on available match

dollars, there will be an

additional match fund

reservation period.

Commitment requests will

be managed through our

2016 co-op portal; we will

send the link to the portal

via the Buckeye Line on

the morning of 12/15. Funding is assigned in priority order of request: • Nonprofit organizations

• For-profit organizations

Remaining funds will be allocated to co-op

participants based on request

Destination Builder Plus Next Steps/Timing

Destination Builder Plus

Destination Builder Next Steps/Timing

Next steps for the Destination Builder option 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

Plan submitted: 12/1

Final art files due: 12/15

Q2 Flight

Plan submitted: 3/1

Q4 Flight

Plan submitted: 9/1

Q3 Flight

Plan submitted: 6/1

WEBSITE AND SOCIAL

The New DiscoverOhio.com

Website Performance (May-August 2015)

• Visits to DiscoverOhio.com during summer 2015 were

up 17.4% over summer 2014 (978,000 visits vs. 833,000 visits)

– More than 272,000 people were directed to DiscoverOhio.com after

searching for things to do in Ohio

– NEW metric – Since July 1, more than 75,000 referrals to

TourismOhio partners

New DiscoverOhio Listings Database

• New portal to upload your free

listing information

– Upload image with listing

– Visit industry site to set up

account and/or submit listing

• Part of website content

• 15 bloggers

• Less than 500 words

• At least three strong images,

plus hero image

Submit ideas/content to

Katie.Sabatino@development.ohio.gov

DiscoverOhio.com Blog

Engage with Us! • Facebook

– fb.com/DiscoverOhio

– Post to our wall

– Post photos (or email)

One month editorial calendar

• Twitter – Tag #DiscoverOhio or

@DiscoverOhio

• Instagram – Tag #ohiogram

Social Media

PUBLIC RELATIONS

TourismOhio

Tamara Brown

Public Relations Manager

• New in 2016 (Jan./Feb.)

• National Park Sites (National

Parks Centennial)

• Urban Renewal

• Ohio Presidential Stories

(run up to Nov. election)

• Seasonal

2016 Media Relations Topics

Media Missions

Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016

Pittsburgh

(deskside)

Toronto, Ont.

(possible

reception)

New York, N.Y.

(deskside)

Washington, D.C.

(deskside)

In-state

2016 Ohio Travel Publication Deadlines

Publication Deadline

Ohio Travel Guide (400,000 print + online)

Advertising close date:

Tues., Nov. 3, 2015

Spring/Summer Calendar (100,000 print + online)

Fri., Nov. 6, 2015

Fall/Winter Calendar (50,000 print + online)

Listing deadline:

Fri., Apr. 8, 2016

Fri., May 20, 2016

Contact your Great Lakes Publishing advertising

rep for complete details or call 614-659-9631

THANK YOU

Reminder

• Today’s presentation will be accessible Tuesday, 10/20, via the

industry website: http://industry.discoverohio.com/

• Send additional questions following today’s call to

TourismOhio@marcusthomasllc.com

Katie Sabatino, 614.644.0786

Katie.Sabatino@development.ohio.gov

Lauren Seckel, 614.387.1498

Lauren.Seckel@development.ohio.gov

Glenda Terrell, 216.292.4700

Kaley Weiss, 216.450.5693

Contacts

Mary Cusick, 614.466.3704

Mary.Cusick@development.ohio.gov

Tammy Brown, 614.466.8591

Tamara.Brown@development.ohio.gov

Joe Giessler, 614.466.3734

Joe.Giessler@development.ohio.gov

Aimee Rupert, 614.466.7993

Aimee.Rupert@development.ohio.gov

ADDENDUM

• Destination Builder Plus

• Advertising Cost Detail

FLOWCHART AND

BUDGET ALLOCATIONS Destination Builder Plus

Note: All pricing provided reflects Co-Op Partner costs only , State Match Funds have already been accounted for.

Flowchart

Media Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.

Midwest Living

FamilyFun

Crossings

Newspapers

Group Tour

Student Group

AD-RACK

Digital Display

eBlasts

Pandora

SEM 73

Co-Op Partner Budget Example

Suggested Media Activities by Budget

$5K and Less $10K-$25K $25K+

SEM SEM SEM

Digital Display Digital Display Digital Display

emails emails emails

AD-RACK Print Print

AD-RACK Streaming Radio

AD-RACK

Tiers for Printed Insert

Tier 1 Tier 2 Tier 3 Tier 4 Tier 5 (newspaper

insert only)

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 copy, plus

website address or

phone number

Equivalent to sixth-

page ad

One image

50 words copy, plus

website address or

phone number

Co-Op Partner

Brochure

Brochure cover

25 words copy, plus

website address or

phone number

Note: All pricing provided reflects Co-Op Partner costs only. State Match Funds have already been accounted for.

Print Advertising Pricing

Print Timing Size Tier 1 Tier 2 Tier 3 Tier 4 Tier 5

Midwest Living May/June 12-page insert $12,500 $7,500 $5,000 $2,500 N/A

Sept./Oct. 8-page insert $12,500 $7,500 $5,000 $2,500 N/A

FamilyFun June/July 8-page insert $6,500 $3,800 $2,600 $1,295 N/A

Crossings June 12-page insert $5,400 $3,200 $1,900 $1,000 N/A

Sept. 8-page insert $5,400 $3,200 $1,900 $1,000 N/A

Newspapers May 8

8- to 16-page

insert $25,340 $13,303 $6,968 $3,643 $2,786

Aug. 21 6- to 12-page

insert $20,272 $10,642 $5,575 $2,914 $2,229

Group Tour May, Aug., Nov. 8-page insert N/A $550 $350 $175 N/A

Student Group

Tour April, Aug. 8-page insert N/A $675 $450 $225 N/A

Value-Adds for Co-Op Partners

• Midwest Living

– May/June – 12-page insert

Tier 4 – Reader Service Page Listing (1x)

Tier 3 – Online Calendar of Events Listing (1x), Travel Reader Service Page

Listing (1x)

Tier 2 – Online Calendar of Events Listing (2x), Travel Reader Service Page

Listings (2x)

Tier 1 – Online Calendar of Events Listings (2x), Travel Reader Service Page

Listings (2x) and “From the Magazine” eNewsletter Listing (1x)

– September/October – eight-page insert

Reader Service Page Listing (1x)

• FamilyFun insert

– Reader Service Listing for all co-op advertisers in FamilyFun and on

www.TravelMeredith.com

– Tier 1 or Tier 2 participants: “Featured Destination” listing in

www.TravelMeredith.com for one month (to be selected by co-op

partner)

• Newspaper insert

– Weekly reader service and leads delivery

– Facebook Promotional Posts

– Two campaign eBlasts, sent to VacationFun.com opt-in email

addresses

– Full sweepstakes management and support, including collecting the

prize from co-op partners, managing entries, selecting the winner,

fulfilling the package (including tax forms)

Print Deadlines

Publication Issue Date Space Reservations

Deadlines

Materials due to

Marcus Thomas

Midwest Living May/June Dec. 10 Jan. 19

Sept./Oct. Apr. 29 May 10

FamilyFun June/July Feb. 18 Mar. 4

Crossings June Dec. 11 Feb. 26

Oct. May 20 June 8

Newspapers May 8 Dec. 28 Jan. 15

Aug. 21 Mar. 25 Apr. 13

Group Tour

May Jan. 29 Feb. 1

Aug. Apr. 29 May 2

Nov. July 29 Aug. 1

Student Group Tour Apr. Jan. 4 Jan. 16

Aug Mar. 18 Apr. 1

AD-RACK Brochure and Digest/Magazine 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

*Rates subject to change – based on 52 co-op partners participating. Rates reflect total cost to co-op partner. State Match Funds have

already been accounted for.

Email Blast Pricing

eBlasts

Tier 1 Tier 2

$595 with four partners

per email

$475 with five partners

per email

Digital Display Pricing

Tier 1 Tier 2 Tier 3 Tier 4

In-State $25,000 $18,750 $12,500 $5,000

Out-of-State $25,000 $18,750 $12,500 $5,000

Pandora Pricing

Tier 1 Tier 2 Tier 3 Tier 4

In-State $25,000 $18,750 $12,500 $5,000

Out-of-State $25,000 $18,750 $12,500 $5,000

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