real. fun. summer cooperative program€¦ · real.fun.partners...

REAL. FUN. SUMMER COOPERATIVE PROGRAM

Real. Fun. Partners

Welcome to the second round of the 2016 Panama City Beach Real Fun Co-‐Op Program. We have heard your feedback, and we’re excited to announce even more opportuniHes that have never been offered before. These partnerships will allow us to be stronger together and extend your brand’s reach and your company’s markeHng budget. We’re proud to bring to our partners one of the first ever DMO partnerships with industry leading social plaNorm, Facebook. This Facebook partnership and other new opportuniHes will lead to increased exposure for your business with lead generaHon and email address capture. We are also happy to offer access to our new image library. We’ll conHnue to host workshops and provide support, as well as share our style guide for events and promoHons. We’re looking forward to working with you to make 2016 a great year for Panama City Beach businesses! Sunny Regards, Jayna Leach

REAL. FUN. PRINT OPPORTUNITIES

SoSball Magazine

Highlights: •  So#ball Magazine covers a broad spectrum of informaHon on the sport of slowpitch and fastpitch. Bonus coverage includes

NCAA World Series •  CirculaHon: 250,000

Opportunity: •  PCB will have a full color, 4-‐page spread •  Partner spots available: 6 •  Minimum partners required: 4 •  Partners must provide: 1 high resoluHon photo, 40-‐45 words of copy, logo, web address, phone number, and special offer (opHonal) Available Dates: •  September 2016 Issue of SoSball Magazine

Investment & Return: •  PCB cost: $5,667 •  Cost per partner: $1,000 •  Impressions: 125,000

Beaches, Resorts and Parks

Highlights: •  BR&P speaks to the tourist, providing informaHon on where to shop, eat, play, and stay on the Gulf Coast of Northwest

Florida and Alabama •  CirculaHon: 50,000

Opportunity: •  PCB will have a full-‐page, 4-‐color ad •  Partner spots available: 4 •  Minimum partners required: 2 •  Partners must provide: 1 high resoluHon photo, 40-‐45 words of copy, web address and phone number

Available Dates: •  August 2016 Issue


NEW: The Griffon

Highlights: •  The US Army authorized newspaper is required reading •  Quarterly publicaHon provides Civilian Soldiers and regular Army readership with educaHonal opportuniHes, military products

and specialty resources •  CirculaHon: 50,000

Opportunity: •  PCB will have a 2-‐page spread •  Partner spots available: 4 •  Minimum partners required: 4 •  Partners must provide: 1 high resoluHon photo, 40-‐45 words of copy, logo, web address, phone number, and special offer (opHonal) Available Dates: •  July/August 2016 Issue


REAL. FUN. DIGITAL OPPORTUNITIES

Southwest Digital Banners: ECP Leisure Travelers

Highlights: •  Target users who have already booked their trip to PCB through Southwest Airlines with banner media •  Runs on a Southwest approved site list •  The 2015 campaign drove awareness by delivering over 2.5M total co-‐op impressions and drove traffic to partner sites with

an average banner CTR of 0.27%

Opportunity: •  PCB will work with Southwest to serve partner banners, in 3 sizes, to people who have already booked a flight to ECP •  Partner spots available: 5 •  Minimum partners required: 3 •  Partner must provide: 1 image, 1 logo, 40 character max headline, 17 character max call to acHon and driving URL (see Banner Guidelines slide 23 for details) Available Dates: •  6/1/16– 8/31/16

Investment & Return: •  PCB cost: $2,350 •  Cost per partner: $500 •  Impressions: EsHmated 111,888 per partner

Trip Advisor

Highlights: •  Partners can own two banners on the PCB Trip Advisor page for an enHre month •  Trip Advisor users are acHvely planning travel when visiHng this page •  The 2015 campaign drove awareness by delivering over 63K total co-‐op impressions, and driving traffic to partner sites with

an average banner CTR of 0.57% through the month of December

Opportunity: •  Partner will have sole ownership of 2 banner units; the CVB will own all other banners and content on the page •  Partner spots available: 1 per month •  Partner must provide: 1 image, 1 logo, 40 character max headline, 17 character max call to acHon and driving URL (see Banner

Guidelines slide 23 for details) Available Dates: •  June 2016 •  July 2016 •  August 2016

Investment & Return: •  PCB cost for page ownership: $36,000 •  Cost per partner per month: $500 •  PotenHal to produce average click thru rate of .57%, well above industry benchmark

PCB Site RetargeHng

Highlights: •  Use digital banners to reach users who have already visited the Panama City Beach website •  Target potenHal visitors who have already shown acHve interest in PCB, deeming them a qualified audience Opportunity: •  PCB will serve partner banner ads, in 4 sizes, across an approved site list to people who have recently visited the PCB website •  Partner spaces available: 8 •  Minimum partners required: 6 •  Partner must provide: 1 image, 1 logo, 40 character max headline, 17 character max call to acHon and driving URL (see Banner

Guidelines slide 23 for details)

Available Dates: •  8/8/16 – 10/16/16 Investment & Return: •  PCB cost: $10,643.36 •  Cost per partner: $1,400 •  Impressions: EsHmated 187,300 per partner

User

PCB Website

Military Ad Network

Highlights: •  Tap into the Military Ad Network to reach military professionals through digital banners •  All sites are military specific and therefore highly targeted to this audience •  During the first month of the 2016 program partners saw a CTR of 0.17%, over 2x’s the industry benchmark

Opportunity: •  PCB will serve partner banner ads, in 2 sizes, across an approved military site list •  Partner spots available: 4 •  Minimum partners required: 3 •  Partner must provide: 1 image, 1 logo, 40 character max headline, 17 character max call to acHon and driving URL (see Banner


Available Dates: •  8/1/16 – 9/30/16 Investment & Return: •  PCB cost: $1,680 •  Cost per partner: $400 •  Impressions: EsHmated 60,000 per partner

Regional Market Partnerships

Highlights: •  Reach regional publicaHons and websites in target markets •  All sites are specific to PCB target DMAs and therefore are a highly targeted audience •  All sites are local to the following markets: Alabama, Georgia, Kentucky, Mississippi, Tennessee, Indianapolis, Houston, Dallas

and St. Louis •  During the first month of the 2016 program partners saw a CTR of 0.13%, 2x’s the industry benchmark Opportunity: •  PCB will serve partner banner ads, in 3 sizes, across an approved site list of key regional publicaHons and websites •  Partner spots available: 4 •  Minimum partners required: 4 •  Partner must provide: 1 image, 1 logo, 40 character max headline, 17 character max call to acHon and driving URL (see Banner



Travels Guide Inc.

Highlights: •  The PCB Visitors Guide will be posted among Travel Guide Inc.’s four websites •  Users can download the Visitors Guide at no cost, providing PCB with qualified leads •  During the month of March there were over 800 inquiries generated, well over the esHmated 500 per month

Opportunity: •  PCB is making these leads available to partners that both adverHse in the Panama City Beach visitors guide and invest in this

program •  Partner spaces available: 5 per month •  Minimum partners required: 4 per month Available Dates: •  June 2016 •  July 2016 •  August 2016 Investment & Return: •  PCB Cost: $500 per month •  Cost per partner per month: $100 (in addiHon to visitors guide adverHsing costs) •  Leads: EsHmated 500 per month

NEW: AL.com Display Banners

Highlights: •  AL.com taps into an extended digital network •  Targeted banners that connect with beach enthusiasts in target markets Opportunity: •  PCB will serve partner banner ads, in 4 sizes across top-‐ranked sites curated by AL.com •  Partner spots available: 5 •  Minimum partners required: 5 •  Partner must provide: 1 image, 1 logo, 40 character max headline, 17 character max call to acHon and driving URL (see Banner


Available Dates: •  6/1/16 – 8/31/16 Investment & Return: •  PCB cost: $14,400 •  Cost per partner: $1,500 •  Impressions: EsHmated 180,000 per partner

NEW: AL.com LocaHon Based Impressions

Highlights: •  Use proximity-‐based targeHng and mobile intelligence to target those most likely to take acHon •  Deliver impressions to vacaHoners as they are in market driving them to learn more with Hmely messaging •  AL.com taps into an extended digital network Opportunity: •  PCB will serve partner banner ads, in 2 sizes, across an approved site list •  Partner spots available: 5 •  Minimum partners required: 4 •  Partner must provide: 1 image, 1 logo, 40 character max headline, 17 character max call to acHon and driving URL (see Banner


Available Dates: •  6/1/16 – 8/31/16 Investment & Return: •  PCB cost: $9,600 •  Cost per partner: $1,000 •  Impressions: EsHmated 120,000 per partner

NEW: AL.com Content MarkeHng

Highlights: •  Target travelers both out and in market with compelling, relevant content •  Wriqen to reach users as they are in different phases of the travel cycle ulHmately driving them to book Opportunity: •  PCB will highlight up to 3 partners in each piece of content as well as ad units that surround the content •  Partner spots available: 3 per month •  Minimum partners required: 3 per month •  Partner must provide: 1 image, 1 logo, 40 character max headline, 17 character max call to acHon and driving URL (see Banner


Available Dates: •  June 2016 •  July 2016 •  August 2016 Investment & Return: •  PCB cost: $11,400 •  Cost per partner: $800 •  Impressions: EsHmated 80,000 per partner

NEW: AL.com RetargeHng

Highlights: •  Use digital banners to reach users who have already visited the Panama City Beach website •  Target potenHal visitors who have already shown acHve interest in PCB, deeming them a qualified audience Opportunity: •  PCB will serve partner banner ads, in 4 sizes, across an approved site list •  Partner spots available: 4 •  Minimum partners required: 4 •  Partner must provide: 1 image, 1 logo, 40 character max headline, 17 character max call to acHon and driving URL (see Banner



User

PCB Website

NEW: AL.com Dedicated Email

Highlights: •  Tap into an engaged audience of opt-‐in consumers. •  Reach AL.com’s Real Deals subscribers of over 58K users Opportunity: •  PCB will send one custom email per month to this database including partner materials •  Partner spaces available: 4 per email •  Minimum partners required: 4 per email •  Partners must provide: 1 high resoluHon photo, 40-‐45 words of copy, logo and desHnaHon URL

Available dates: •  June 2016 •  July 2016 •  August 2016 Investment & Return: •  PCB Cost: 4,500 •  Cost per partner: $200 •  Impressions: EsHmated 58,000

NEW: BeachGuide.com Dedicated Email

Highlights: •  A Gulf Coast vacaHon resource commiqed to providing up-‐to-‐date informaHon on where to stay, where to eat, and what to

do at and around the beach •  This dedicated email shares owned PCB content with their dedicated subscriber base of beach vacaHon enthusiasts Opportunity: •  PCB will send a custom email to this database including partner materials •  Partner spaces available: 4 •  Minimum partners required: 3 •  Partners must provide: 1 high resoluHon photo, 40-‐45 words of copy, logo and desHnaHon URL Available dates: •  August 2016 Investment & Return: •  PCB Cost: Included within a $1,200 package •  Cost per partner: $400 •  Impressions: EsHmated 115,000

PCB Consumer Email Sweepstakes

Highlights: •  Reach users through PCB’s database of dedicated and avid fans of the desHnaHon

Opportunity: •  PCB will send a custom email to their database on behalf of a partner, promoHng that partner’s sweepstakes •  Partner spaces available: 1 per quarter •  Partner provides: all sweepstakes package details, as well as prize fulfillment Example Theme: Shiver Your Family’s Timbers Package •  4 day/3 night accommodaHons the weekend of Pirates of the High Seas Fest •  Map of fesHviHes •  AcHvity passes for family of 4 •  GiS card of to local restaurant, shopping, etc. •  PCB or partner swag Available dates: •  July – September 2016 (rewarded partner may select the actual month of deployment during this Hme frame) Investment & Return: •  PCB Cost: $3,500 •  Cost per partner: $500 and cost of prizing •  Partners receive all leads generated from the sweepstakes

NEW: iExplore Dedicated Email

Highlights: •  iExplore is an experienHal travel site that has over 115K email subscribers •  Inspires users as they plan their trips uHlizing site content as well as their extensive network of social followers and

influencers •  Their benchmarks include: 12-‐17% open rates and 15-‐25% CTR

Opportunity: •  PCB will send a custom email to this database including partner materials •  Partner spaces available: 2 per email •  Minimum partners required: 2 per email •  Partners must provide: 1 high resoluHon photo, 40-‐45 words of copy, logo and desHnaHon URL

Available dates: •  June 2016 •  August 2016 Investment & Return: •  PCB Cost: Included within a $90,000 package •  Cost per partner: $400 •  Impressions: EsHmated 115,000

NEW: Military Dedicated Email

Highlights: •  Reach direct email accounts for military professionals targeted to specific key markets as well as by audience including acHve,

veterans, reserves and spouses •  Their benchmarks include: open rate at 11-‐13% with an esHmated 1-‐2% CTR

Opportunity: •  PCB will send a custom email to this database including partner materials •  Partner spaces available: 4 •  Minimum partners required: 2 •  Partners must provide: 1 high resoluHon photo, 40-‐45 words of copy, logo and desHnaHon URL

Available dates: •  August 2016 Investment & Return: •  PCB Cost: $3,000 •  Cost per partner: $750 •  Impressions: EsHmated 49,000

NEW: Digital Banner Guidelines

New this quarter, PCB will be responsible for layout and design of any and all digital banners for our valued partners. For programs on slides 8-‐12 and 14-‐17, we will ask for the following assets. In return, each partner will receive also receive complete banners for their own future needs. Required Partner Assets: •  1 selected image •  1 logo •  40 character max (including spaces) headline •  17 character max (including spaces) call to acHon If no image or CTA is provided, the CVB will use a standard opHon.

Headline

Call to AcHon

Image

Logo

REAL. FUN. SOCIAL OPPORTUNITIES

Facebook Carousel Ads

Highlights: •  Target acHve PCB followers and avid fans on Facebook •  Showcase 5 images and links within a single ad unit to direct people to specific locaHons on your website

Opportunity: •  PCB will run a carousel ad on Facebook, allowing 4 partners to parHcipate in the ad unit each month •  Partner spaces available: 4 per month (Limited to one image per month from each partner) •  Minimum required partners: 3 per month •  Partners must provide: 1 image, a desHnaHon URL and copy

Available Dates: •  June 2016 •  July 2016 •  August 2016

Investment & Return: •  PCB cost: $3,600 •  Cost per partner per month: $300 •  Reach between 14,000 – 37,000 users

Facebook Promoted Posts

Highlights: •  Partner content is posted directly to the official PCB Facebook page •  Posts are promoted to targeted, acHve PCB followers and avid fans on Facebook •  The 2015 campaign drove awareness by reaching over 147K users through co-‐op posts and generated 8,662 total acHons

engaging with acHve users

Opportunity: •  PCB is offering 1 promoted Facebook post on the official PCB Facebook page each month •  Partner spaces available: 1 per month •  Partner must provide: Copy and image for 1 Facebook post, which must be approved by PCB before going live Available Dates: •  June 2016 •  July 2016 •  August 2016

Investment & Return: •  PCB cost: $900 •  Cost per partner per month: $300 •  Reach between 12,000 – 32,000 users

Instagram Takeover

Highlights: •  With over 9K dedicated followers, reach users that are acHvely following Panama City Beach on Instagram

Opportunity: •  PCB is allowing 1 partner each month to takeover the PCB Instagram channel and post 3-‐5 of their own images or video •  Partner spots available: 1 per month •  Partner must provide: 3-‐5 images or videos with capHons •  Timing and final approval on post content is at the discreHon of the CVB Available Dates: •  June 2016 •  July 2016 •  August 2016 Investment & Return: •  Cost per partner per month: $300 •  Reach an esHmated 8,500 users

REAL. FUN. RADIO

New: Partnership with Rick & Bubba

Highlights: •  WZZK’s Rick and Bubba are the number one morning show, now a syndicated program •  Rick and Bubba will run a personal endorsement for vacaHons at PCB during their program as well as through out the day on

WZZK reaching the Birmingham DMA •  We will extend this radio personality endorsement to video pre-‐roll targeted to a Travel Network reaching users in

Birmingham, Huntsville and Montgomery •  The program also includes partnership with Rick and Bubba’s Gas Up & Go promoHon •  WZZK will give away $3,000 in gas cards in conjuncHon with four (4) 3-‐night stays in PCB

Opportunity: •  PCB is allowing 3 acHvity partners each month to be included in Rick & Bubba endorsements both digitally and on air •  PCB is also looking for 4 accommodaHons partners to provide a 3-‐night stay in exchange for air Hme inclusion in June only •  Partner spots available: 3 per month •  Minimum partners required: 3 per month

Available Dates: •  June 2016 (Month of the Gas Up & Go PromoHon) •  July 2016 •  August 2016 Investment & Return: •  PCB Cost: $25,000 •  Cost per acHvity partner: $2,800 •  Cost per accommodaHons partner: 3-‐night stay •  Impressions: Rick and Bubba on-‐air endorsement and esHmated 50,000 digital impressions

REAL. FUN. ADDED VALUE

Photography Library

Opportunity: •  Partners can conHnue to uHlize a library high quality PCB image selects •  There is no limit to the number of images partners can use •  This is available to all partners at no charge •  Reminder that new images are constantly being added

SIGN UP FOR YOUR REAL. FUN. CO-OP PROGRAM

Please Note

A few important details: •  If more partners sign up than spaces available, we will work with a loqery system to choose final partners •  You may request your inserHon date/month if applicable to the program, however we will also implement a loqery system in

this scenario if more than one partner chooses the same date •  If minimum partners are not fulfilled, a program may not be available to parHcipate in •  All commitments are due back Thursday May 5th via email to [email protected] and

[email protected]

Sign Up and Return

Name___________________________________________ Date:____________________ Company:________________________________________ Phone: ___________________________ Email:____________________________________ Billing Contact if Different:_______________________________________________________

Please return completed form via email to [email protected] and [email protected]

real. fun. summer cooperative program€¦ · real.fun.partners...

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