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A brand awareness building and retention form of media
An emerging medium that is a conversion form of media
Offline Media Mix Television $1,358,340 Radio $189,860 Consumer Print Co-op $788,870 Consumer Print Non Co-op $287,039.70 Group Tour Print $24,886.20 Out-of-Home $110,000 Partnership Marketing Program $1,250,000 Contingency $50,000 Total White Thompson Budget $4,132,720.76
Online Media Mix Display Media Fees $284,000 Media Management $234,000 Pay Per Click Media Fees $105,000 Lead Generation Media Fees $96,000 Email Creative $25,000 ESP Fees $24,000 Mobile Marketing $12,000 Display Creative $10,000 Social Networking Management Tools $2,000 Total Paramore Budget $792,000.00
Target: A lifestyle guide highlighting foods, travel, home & gardens in the South
Circulation: 1,590,000 (TN, GA, FL, NC, SC, AL, MS, KY, OH, IN, IL, MI, WI)
Run 2x two-page spreads, 2x four-page spreads
Insertion: March 2012, April 2012, May 2012, June 2012
Added-value: Discounted rates, bonus spread ad in Best of Southern Living, reader service, SouthernLivingvacations.com travel planner every month, 2x Travel Newsletter sponsorship, 1 Featured Advertiser listing in-book
Target: AAA member households in Miami Valley, OH (Dayton), Cincinnati, OH
Insertion: March/April 2012
Added-Value: Reader service , online contest, all leads generated from contest sent to partner, minimum 50,000 e-mails sent to AAA about contest, banner on www.homeandawaymagazine.com and www.aajourneys.com for 2 months
In March through May 2011, more than 1.6 million people used TripAdvisor to plan trips to TN
In 2010/2011, TripAdvisor had a 0.20% click through rate and the site brought in 41% of total print guide requests.
Tennessee will renew the successful exclusive sponsorship of the Tennessee dedicated DMO page, which provides a plethora of resources to people who are researching Tennessee
Additional TripAdvisor inventory will be targeted to Tennessee content and as an extension for next year, targeted to competitive markets (NC, SC, VA, GA) and geo-targeted to people in the TN tourism footprint.
Tennessee will also have a presence on the Tennessee pages of VirtualTourist, a TripAdvisor property
Target: Chronicle ’s America’s historic highways, events & everything associated with those highways.
Circulation: 22,000 (newsstands, subscription, military bases)
Insertion: Fall 2011, Spring 2012
Added-Value : 1/6 page ad in themed co-op sweepstakes section, annual listing on website, featured event of the month on website, e-blast, social networking post, mobile text, classified ad e-newsletter
The average HHI for a Concierge.com website visitor is $94,000, so this will be a perfect test of the higher income audience that was identified in the conversion stud
The recommended schedule is robust and highly targeted. The program includes a home page take over, 100% SOV of the Family and Budget Guide, Inventory in the Southeast Destination pages, Geo-targeted run-of-site ads in addition to mobile ads
Display Co-op Display Co-Op Exclusive campaign The state ’s annual commitments will be increase on the chosen sites from the state ’ s existing display media plan to accommodate your EXCLUSIVE messaging. Benefit from record low cost-per-thousand rates negotiated with partner sites on behalf of the state. Avoid expensive site campaign and monthly minimums.
Display Co-op For a partner to participate, it is mandatory that they provide their own banner creative. Paramore will be available as needed for creative consultation and recommendations.
Online pay per inquiry is a form of online media in which someone chooses to receive Tennessee Tourism emails and requests an official Tennessee Tourism Vacation Guide via co-registration with other offers.
Best Fit Media is a vendor that handles high quality lead generation websites including Trails.com, Travels.com, Southwest Airlines and Fishingworks.com. Best Fit leads currently generate an 18% open rate and a 17% click-through-rate on our email campaigns.
PK4 Media is a network that manages sites such as WeeklySauce.com and HealthDailyOnline.com
These family oriented and female heavy site partnerships will be tested this year to see if they will be responsive and converted to visitors (casting our net beyond travel focused Pay-Per-Inquiry partners)
Volume: 13,636 vacation guide requests
Cost Per Acquisition: $1.10 per request
Total Investment: $15,000
Pay-Per-Inquiry Potential PPI Co-Op - A portion of the state ’s annual commitments with lead generation partners will be available to partners to buy into a co-branded lead generating offer with Tennessee. - Partners benefit from record low cost-per-lead rates and avoid expensive site campaign and monthly minimums. Sign up to receive email from state of Tennessee and Dollywood and receive a FREE Tennessee Travel Guide!
Run a Fall Social Contest and promote smaller contests/ sweepstakes throughout the year
Continue to increase fan loyalty and fan page engagement and feedback
Social Networking Potential Social Co-Op - Tennessee Department of Tourist Development and the Co-Op partners who are participating on the social networks will have an opportunity to mutually promote each other through a social co-op program on Facebook and Twitter - To make the most out of this partnership, TDTD and each co-op partner would be required to ReTweet or RePost each other once a week for the set period of time.