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American Marketing Association - Pure Michigan
 

American Marketing Association - Pure Michigan

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Elizabeth Parkinson, Senior Vice President of Marketing and Communications, gave this presentation in Cleveland, Ohio to the American Marketing Association. Learn the history of the Pure Michigan ...

Elizabeth Parkinson, Senior Vice President of Marketing and Communications, gave this presentation in Cleveland, Ohio to the American Marketing Association. Learn the history of the Pure Michigan campaign, discover how it has evolved, and see data on its success.

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American Marketing Association - Pure Michigan American Marketing Association - Pure Michigan Presentation Transcript

  • Elizabeth Parkinson Senior Vice President Marketing & CommunicationsMichigan Economic Development Corporation May 9, 2012
  • Pure Michigan Launch in 2006Spring sprint to May launch with McCann EricksonInitially only in Milwaukee, Cincinnati and Ontario, CanadaStarted with just one TV commercial: “Sunrise”
  • Pure Michigan Budget/Markets• 2005 - $5.7 million – Chicago, Indy, Cleveland• 2006/07 - $13.2 million – add Milwaukee,Cincinnati, & Ontario, Canada• 2008 - $17.5 million – add Columbus, Dayton & St. Louis, national golf promotion• 2009 - $28 million – add winter, hunting, fishing, & first-ever national cable TV buy• 2010 - $17 million – national spring/summer, but cut regional for winter, spring/summer and fall• 2011 - $25.4 million – national spring/summer, regional winter, spring/summer and fall
  • Pure Michigan ROI 2006-2010• $42 million in out-of-state spring/summer advertising• Motivated 7.2 million trips to Michigan• Those visitors spent $2 billion at Michigan businesses• Those visitors paid $138 million in Michigan sales tax• The state made $3.29 for each dollar spent on Pure Michigan spring/summer advertisingSource: Longwoods International
  • Pure Michigan ROI 2011• $14.2 million in out-of-state spring/summer advertising•Motivated 3.2 million trips to Michigan(1.2 million from Great Lakes region/900,000 from beyond region in 2010)(2 million from Great Lakes region/1.2 million from beyond region in 2011)•Visitors spent $1 billion at Michigan businesses•Visitors paid $70 million in Michigan sales tax•The state made $4.90 for each dollar spent on Pure Michigan spring/summeradvertising•Source: Longwoods International
  • Pure Michigan 2012 BudgetThis $25 million funds:• $1.7 million regional winter buy Dec/Jan• $12 million national cable spring/summerbuy ($2 million from partners)• $3.6 million for regional spring/summer buy• $1.7 million for regional fall buy• Other marketing (publications, production,fulfillment, fees, etc.)
  • 2012 National Cable Buy
  • 2012 National Cable Buy• $12 million national cable TV buy, biggest ever (including $500,000 each from Ann Arbor, Mackinac Island, The Henry Ford, Traverse City)• 5000 airings of Pure Michigan TV commercials nationally March 19 through June• A&E, ABC Family, Animal Planet, Bravo, CMT, CNN, Cooking Channel, ESPN, E!, Food Network, Fox, Golf Channel, HGTV, Lifetime, Lifetime Movie, MSNBC, Nick at Nite, OWN, Oxygen, Style, TLC, Travel Channel, USA, WE, Weather Channel
  • Pure Michigan Budget vs. Other States (2012)1. Hawaii -- $75 million2. California -- $61 million3. Illinois -- $55 million4. Florida -- $38 million5. Texas -- $36 million6. Michigan -- $25 million41st Ohio -- $5.4 million in 2010/2011Avg. state tourism budget $14.5 millionSource: U.S. Travel Association
  • Top Ten U.S. Advertisers 20111. P&G $2.9 billion2. AT&T $1.9 billion3. GM $1.8 billion4. Verizon $1.6 billion5. Comcast $1.6 billion6. L’Oreal $1.3 billion7. Time Warner $1.3 billion8. Pfizer $1.2 billion9. Chrysler $1.2 billion10. News Corp $1.2 billionSource: Kantar Media
  • 2010 Tourism Data• Visitor spending: $17.2 billion, up $2.1 billionbiggest one-year increase ever! • Business travel up 15.3% -- $4.5 billion • Resident leisure travel up 6.1% -- $6.3 billion • Non-resident leisure travel up 21.1% -- $6.4 billion • First time non-resident exceeded resident leisure• 152,600 tourism jobs, up 10,000 from 2009• $964 million in state taxes paid by visitors, up $114 million from 2009.Source: D.K. Shifflett
  • Awareness of 2010 Pure Michigan Campaign Regional Market National Market *Saw at least one ad Source: Longwoods International
  • Awareness of 2011 Pure Michigan Campaign Regional Market National Market *Saw at least one ad Source: Longwoods International
  • 2011 vs. 2010 Michigan’s National Image Source: Longwoods International
  • 2011 National Product Delivery vs. Image * Visited in past two years Source: Longwoods International
  • 2012 Advertising Partners$3.9 million from 42 private-sector partners,up from $3.1 million from 28 partners in 2011Four national partners, up from 3 in 2011(Ann Arbor, Mackinac Island, Traverse City,The Henry Ford)Separate campaign strategy/creative for eachProgram started in 2002, with 2 partners &$235,000 in private-sector investment
  • michigan.orgMost popular state tourism web site in U.S.in 2011, fifth year in a row1. michigan.org 8,646,540 web visits2. Arkansas 5,971,4273. Virginia 5,408,2234. Florida 5,313,5525. Hawaii 4,764,5136. Colorado 4,480,7707. Texas 4,391,0598. North Carolina 3,957,6679. Utah 3,360,181Source: Experian Hitwise
  • Michigan Travel Ideas1,000,000 printed650,000 polybaggedwith March/AprilMidwest LivingZinio edition online
  • The Brand Goal
  • Consumer enewsletter
  • Pure Michigan blog
  • Pure Michigan YouTube Channel
  • Pure Michigan on flickr
  • twitter.com/puremichigan
  • facebook.com/puremichigan.org
  • Pure Michigan store
  • Michael FinneyNASCAR Brand Promotion on ESPN
  • Inaugural Pure Michigan 400• Sprint Cup NASCAR race August 21, 2011• Pure Michigan title sponsorship• Michigan International Speedway, ESPN• 75 million NASCAR fans nationally• Benefits: Title, advertising, public relations, social media, promotions, merchandise, on-site• $9 million in promotion value (title, spots, PR, etc.)• Renewed for 2012-14
  • Pure Michigan Brand Expansion
  • Pure Michigan Brand Expansion
  • National Business Campaign• Quality of life• Retain and Attract – Talent: mitalent.org – Business• Targeting business principles and agents to change perceptions about Michigan and get Michigan on their consideration list – Custom digital sponsorships of existing properties with proven traffic – Print extensions complementing digital and/or relevant edit – Targeted channel banners within business news
  • National Business Campaign
  • National Business Campaign
  • Logo Usage/Partnerships• Brand guidelines
  • Partnerships
  • “Mitten Envy”
  • “Mitten Envy”“There has been a lot of national excitement surrounding the debate over whether Wisconsin or Michigan looks more like a mitten,” Governor Scott Walker said. “Our Pure Michigan friends have agreed to join us in taking all of this attention and turning it into something positive.” Wisconsin Governor’s Office, December 13, 2011
  • 2012 Coca Cola Partnership• National – 4 Pure Michigan Vacation Sweepstakes – Promoted on mycokerewards.com – 17 million members• Michigan – Co-branding on radio ads, billboards, truck backs, vending machines and in-store displays
  • 2012 Coca Cola Partnership
  • 2012 Coca Cola Partnership
  • New Sponsorships in 2012Win a Pure Michigan 400 Roush Mustang!•Over 20,000 entries since April 12th launch•Will be given away at Pure Michigan 400•No. 6 Pure Michigan Ford Mustang in theNationwide Series Race at Texas Motor Speedway inFt. Worth
  • Detroit Tigers and Pure Michigan• Light tower in right field at Comerica Park.• On the dugout bench backs and railings.• Behind home plate as part of the diamond view rotation.• Television commercials running during Tigers games in select out- of-state markets.