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2011/2012 Email Co-Op Program    Gatlinburg Department of Tourism
Email Marketing ProgramThe Gatlinburg Department ofTourism would like to introduce to youthe new Email Marketing Co-OpProg...
About Our DatabaseOur database is over 273,000 email addresses strong. Almost120,000 of those leads where collected last y...
Measurement and TrackingTo help measure the effectiveness of your placement, we will provideyou with a report for each ema...
Co-Op eNewsletterEvery article and navigation link is forsale in this eNewsletter, which deliversthe second Wednesday in J...
cCo-Op eNewsletter (c) Sponsored Article 2                                                       d   ■ 121-by-87-pixel ima...
Co-Op eNewsletter                                          e       f                g        hReceive over 35,000 impressi...
Amazing BenefitsGatlinburg has already acquired the list ofqualified prospects.Paramore, Gatlinburg’s digital agency, will...
2011/2012 Display Co-Op Program     Gatlinburg Department of Tourism
Display ProgramThe Gatlinburg Department ofTourism would like to introduce to youthe new Display Co-Op Program thathas bee...
About The ProgramDisplay (banner advertising) extends your reach to people who arenot actively searching for you. It gener...
a                               Co-Op DisplayOne Site | Two Click Throughs ■ Gatlinburg will own 1/2 of the banner   to dr...
Available Sites for the Display Co-Op       Gatlinburg Department of Tourism
Available SitesAbout SouthernLiving.comSouthernLiving.com is the online resourcefor people who love the Southern lifestyle...
Available Sites - Travel NicheAbout TripAdvisor.comTripAdvisor is an unbiased websiteproperty that consumers visit specific...
Available Sites - Travel NicheAbout Orbitz.comOrbitz is one of the top 3 full service onlinetravel agencies in the world.W...
Available Sites - Travel NicheAbout The Travel Ad NetworkRand McNally is an online mapping/directions sitewith a unique “P...
Available Sites             Adventure Travel NicheAbout NationalGeographic.comA popular outdoors website thathas a signific...
Available Sites                 Family Travel NicheAbout TravelChannel.comTravelChannel.com is a premiere travel sitededic...
Available Sites  Family & Romance Travel NicheAbout Away.comAway.com is a travel site that specializesin users that are pa...
Available Sites          Girlfriend Getaways NicheAbout BudgetTravel.comBudgetTravel.com is a small, unique sitewhere trav...
Available Sites - Bridal NicheAbout BridalGuide.comCaters to newly engaged coupleswith 1.2 million monthly uniqueusers.Ove...
Available Sites - Religious NicheAbout Gospel Music ChannelGMCLife.com has a strong presence in allGatlinburg target marke...
Available Sites - Atlanta NicheAbout AJC.comAJC.com is the #1 local site in Atlanta forreach.Custom targeting capabilities...
Who is Paramore?Paramore is the interactive agency of record working for the GatlinburgDepartment of Tourism. Our main ini...
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Gatlinburg Co-Op Plan through the end of 2012

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This year the Gatlinburg Department of Tourism introduced to you the new Email and Display Marketing Co-Op Programs that help you reach potential visitors who have specifically requested information about vacationing in Gatlinburg.

Reserve your spot for next Fiscal Year! (Co-Op partnerships subject to change)

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  • Transcript of "Gatlinburg Co-Op Plan through the end of 2012"

    1. 1. 2011/2012 Email Co-Op Program Gatlinburg Department of Tourism
    2. 2. Email Marketing ProgramThe Gatlinburg Department ofTourism would like to introduce to youthe new Email Marketing Co-OpProgram that has been created tohelp you reach potential visitors whohave specifically requestedinformation about vacationing inGatlinburg.This comprehensive program will helpyou position your destination,attraction, or business to theaudience that is most likely to walkthrough your door. Gatlinburg Co-Op Program - EMAIL
    3. 3. About Our DatabaseOur database is over 273,000 email addresses strong. Almost120,000 of those leads where collected last year, and another120,000 will be collected in this (2011-2012) fiscal year. Additionally,we hope to see 60,000 more leads at the end of 2012 (in the2012-2013 fiscal year).We have removed our least active email addresses this year to makesure your destination is in front of the most active and highest qualityleads. We do this on a yearly basis.All of the individuals in our database requested that Gatlinburgcommunicate with them via email about events and attractions inGatlinburg, TN.They live primarily within Gatlinburg’s top 10 DMA’s.Many have shared their specific interests, such as lodging types andamenities; attractions, kids; nature,sports and outdoors; arts andcultural; entertainment and special events; shopping; dining;wedding/marriage; and transportation. Gatlinburg Co-Op Program - EMAIL
    4. 4. Measurement and TrackingTo help measure the effectiveness of your placement, we will provideyou with a report for each email campaign, including:■ Number of emails sent■ Open Rate (% of people who opened the email)■ Click Through Rate (% of people who clicked a link)■ Which links they clickedThe open rate and click through rate will help you measure theeffectiveness of each email campaign. Gatlinburg Co-Op Program - EMAIL
    5. 5. Co-Op eNewsletterEvery article and navigation link is forsale in this eNewsletter, which deliversthe second Wednesday in July, August,September, October, November andDecember.■ (a) Premium Article a ■ 330-by-190-pixel image with paragraph ■ Roughly a 4.5” X 2.5” area ■ 350 - 450 characters ■ $600 ■ Receive over 35,000 impressions and as many as 1,000 - 2,000+ click throughs to your website! b■ (b) Sponsored Article 1 ■ 121-by-87-pixel image with paragraph ■ Roughly at a 1.7” X 1.2” area ■ 300 - 350 characters ■ Receive over 35,000 impressions and as many as 700 - 2,000+ click throughs to your website! ■ $500 Tennessee Co-Op Program - EMAIL Gatlinburg Co-Op Program - EMAIL
    6. 6. cCo-Op eNewsletter (c) Sponsored Article 2 d ■ 121-by-87-pixel image with paragraph ■ Roughly at a 1.7” X 1.2” area ■ 300 - 350 characters ■ $400 ■ Receive over 35,000 impressions and as many as 700 - 2,000+ click throughs to your website! (d) Sponsored Article 3 ■ 121-by-87-pixel image with paragraph ■ Roughly at a 1.7” X 1.2” area ■ 300 - 350 characters ■ $300 ■ Receive over 35,000 impressions and as many as 600 - 2,000+ click throughs to your website! Gatlinburg Co-Op Program - EMAIL
    7. 7. Co-Op eNewsletter e f g hReceive over 35,000 impressions andas many as 200 - 700 click throughs toyour website for only $125!(e) Text Link 1 ■ $125 ■ Your business name(f) Text Link 2 ■ $125 ■ Your business name(g) Text Link 3 ■ $125 ■ Your business name(h) Text Link 4 ■ $125 ■ Your business name Gatlinburg Co-Op Program - EMAIL
    8. 8. Amazing BenefitsGatlinburg has already acquired the list ofqualified prospects.Paramore, Gatlinburg’s digital agency, willcreate your placement, or we can use oneyou’ve created on your own.Gatlinburg pays for the cost of getting yourmessage to the subscribers - a savings of$500 - $1200 per email!There are no monthly minimums. Paramorewill help create and manage the media buy.Gatlinburg will be your billing contact. Join These Participants! Gatlinburg Co-Op Program - EMAIL
    9. 9. 2011/2012 Display Co-Op Program Gatlinburg Department of Tourism
    10. 10. Display ProgramThe Gatlinburg Department ofTourism would like to introduce to youthe new Display Co-Op Program thathas been created to help you reachpotential visitors who havespecifically requested informationabout vacationing in Gatlinburg.This comprehensive program will helpyou position your destination,attraction, or business to millions ofpotential visitors on national websiteslike TripAdvisor.com and Orbitz.com. Gatlinburg Co-Op Program - DISPLAY
    11. 11. About The ProgramDisplay (banner advertising) extends your reach to people who arenot actively searching for you. It generates awareness for yourdestination, attraction, or business.Gatlinburg already has a substantial display campaign for this year.Their annual commitments will be increased on the chosen sitesfrom the existing display media plan to accommodate yourmessaging.You will benefit from:• Record low cost-per-thousand rates negotiated with partner sites on behalf of Gatlinburg• Avoiding expensive site campaigns and monthly minimums.• Only pay a flat fee with unlimited impressions per month. Gatlinburg Co-Op Program - DISPLAY
    12. 12. a Co-Op DisplayOne Site | Two Click Throughs ■ Gatlinburg will own 1/2 of the banner to drive traffic to the Vacation Guide download form. ■ The advertiser will own the other portion of the banner.■ The advertiser will provide their logo, image, call to action, & click through URL. ■ Paramore will create a banner that will run on the selected site. ■ Paramore will deliver screen shots of the placement as well as monthly reports with statistics on banner impressions & clicks. ■ $750 a month per partner. Gatlinburg Co-Op Program - DISPLAY
    13. 13. Available Sites for the Display Co-Op Gatlinburg Department of Tourism
    14. 14. Available SitesAbout SouthernLiving.comSouthernLiving.com is the online resourcefor people who love the Southern lifestyle.43% of SouthernLiving.com users havetraveled to the southeast in the last twoyears (142 Index Score).SouthernLiving.com has a dedicated travelsection.Geo-targeted banner placements run of site(TN, SC, NC, GA, AL, VA, OH, KY, IN, FL).- Available March, April, May 2012- Available August, September, October2012 (*subject to change to another lifestylefocused site) Gatlinburg Co-Op Program - DISPLAY
    15. 15. Available Sites - Travel NicheAbout TripAdvisor.comTripAdvisor is an unbiased websiteproperty that consumers visit specificallywhen planning travel.It is the world’s largest travel communitywith over 10 million monthly unique users.Banners running on Tennessee andcompeting destination pages (TN, SC, NC,GA, AL, VA, OH, KY, IN, FL).- Available January - December 2012(*subject to change to another travelfocused site July - December) Gatlinburg Co-Op Program - DISPLAY
    16. 16. Available Sites - Travel NicheAbout Orbitz.comOrbitz is one of the top 3 full service onlinetravel agencies in the world.We will have geo-targeted placements ondestination pages (Nashville, Cincinnati,Knoxville, Louisville, Tri-Cities, Chattanooga,Lexington, Greenville/Spartanburg,Birmingham, Dayton, Indianapolis, Atlanta).- Available January - December 2012(*subject to change to another travel focusedsite July - December) Gatlinburg Co-Op Program - DISPLAY
    17. 17. Available Sites - Travel NicheAbout The Travel Ad NetworkRand McNally is an online mapping/directions sitewith a unique “Plan a Trip” option.We will target the travel path of the consumer.We will target the shopping path of Gatlinburgcompetitive destinations.Our ads will include Mapvertising on Rand McNallyto competing Gatlinburg destinations; contenttargeting to Tennessee and competing destinations(TN, SC, NC, GA, AL, VA, OH, KY, IN, FL).- Available March, April, May 2012- Available August, September, October 2012(*subject to change to another navigation focusedsite) Gatlinburg Co-Op Program - DISPLAY
    18. 18. Available Sites Adventure Travel NicheAbout NationalGeographic.comA popular outdoors website thathas a significant travel following -most site visitors are seekingonline research andrecommendations.Banners will run in the“Adventure Travel” and “Travel”sections.- Available March, April, May2012- Available August, September,October 2012 (*subject tochange to another outdoor/adventure focused site) Gatlinburg Co-Op Program - DISPLAY
    19. 19. Available Sites Family Travel NicheAbout TravelChannel.comTravelChannel.com is a premiere travel sitededicated to supplement the TV Travel Channelwith additional information.The Travel Channel site has additional nichetarget content sections that appeal to specifictravelers.Our ad space includes the sponsorship of thefamily travel section.- Available March, April, May 2012- Available August, September, October 2012(*subject to change to another family travelfocused site) Gatlinburg Co-Op Program - DISPLAY
    20. 20. Available Sites Family & Romance Travel NicheAbout Away.comAway.com is a travel site that specializesin users that are passionate for travel andare seeking unique experiences andactivities.Away.com focuses on providinginspirational travel options to their users.Ads will run on the “Family Travel Guide”and “Romantic Getaway Travel Guide”.- Available March, April, May 2012- Available August, September, October2012 (*subject to change to another Gatlinburg Co-Op Program - DISPLAY
    21. 21. Available Sites Girlfriend Getaways NicheAbout BudgetTravel.comBudgetTravel.com is a small, unique sitewhere travelers go to stay connected witha community of travel experts in theindustry.Budget Travel has a dedicated editorialstaff with expert travel opinions. Userreviews and booking tools are just some ofthe reasons travelers visit the site daily.Ads will run on the dedicated “GirlfriendGetaways”.- Available March, April, May 2012- Available August, September, October2012 (*subject to change to anothergirlfriend focused site) Gatlinburg Co-Op Program - DISPLAY
    22. 22. Available Sites - Bridal NicheAbout BridalGuide.comCaters to newly engaged coupleswith 1.2 million monthly uniqueusers.Over 1% click through rate (10xabove industry average.)Geo-targeted run of site and ads onthe“Honeymoon and Travel” section(TN, SC, NC, GA, AL, VA, OH, KY,IN, FL).- Available March, April, May 2012- Available August, September,October 2012 (*subject to changeto another wedding focused site) Gatlinburg Co-Op Program - DISPLAY
    23. 23. Available Sites - Religious NicheAbout Gospel Music ChannelGMCLife.com has a strong presence in allGatlinburg target market cities and statesas well as a highly engaged audience, andhigh average click-through-rates (0.55%).The ministry network includes 100,000church leaders who are influencers whenit comes to church and youth grouptravel.Geo-targeted run of site displayadvertisements in target market states(TN, SC, NC, GA, AL, VA, OH, KY, IN, FL).- Available March, April, May 2012- Available August, September, October2012 (*subject to change to another Gatlinburg Co-Op Program - DISPLAY
    24. 24. Available Sites - Atlanta NicheAbout AJC.comAJC.com is the #1 local site in Atlanta forreach.Custom targeting capabilities to those thatfit in a specific travel behavioral category.Travel behavioral targeted to thoseinterested in: family vacations, romanticvacations, girlfriend vacations.- Available March, April, May 2012- Available August, September, October2012 (*subject to change to anotherAtlanta focused site) Gatlinburg Co-Op Program - DISPLAY
    25. 25. Who is Paramore?Paramore is the interactive agency of record working for the GatlinburgDepartment of Tourism. Our main initiative is to promote Gatlinburgtourism.You may recognize us from our work with the Tennessee Department ofTourist Development. We are taking our experience from the state’ssuccessful Co-Op campaigns to Gatlinburg!Find out more about us at http://www.Paramore.isBook NowContact Walter Yeldell at 865.430.1052 or waltery@ci.gatlinburg.tn.us Gatlinburg Co-Op Program
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