RootsRated is a media platform that connects brands and people through content about the best outdoor experiences, curated by local experts. We provide four main types of content services: licensing software, custom creation, exclusive distribution, and strategy services. Whether you're a state, city, or region-level destination marketing organization, RootsRated can provide services that deliver compelling content about your destination to an attractive and hard-to-reach audience of active outdoor travelers.

1. RootsRated
Travel 2016

2. RootsRated
RootsRated is a media platform that connects brands
and people through content about the best outdoor
experiences, picked by local experts.
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3. RootsRated 3
Audience
We love the outdoors
and so do the…
50MM who search for outdoor recreation
in the U.S. online annually
46MM Americans who identify themselves
as outdoor enthusiasts on Facebook
People who fuel the $646 Billion
outdoor recreation economy

4. RootsRated
The Problem
Where should I go
to enjoy the
outdoors?
There's a lack of quality information online because it's too
Fragmented, Simplistic, and Unreliable.
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5. RootsRated 5
Opportunity
Travel organizations are in an amazing position to
solve this information problem and attract more
outdoor adventure travelers.
Savvy Marketers Can Keep traffic on site & in media channels
Create and promote needed content
Drive engagement and future visitors (ROI)

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Opportunity
How valuable is this audience to the Travel industry?
Outdoor Economy
of all outdoor economy
spending goes toward Trips
and Travel - $528 Billion
82%
generated in
U.S. tax revenue from
outdoor recreation
$80B
These outdoor enthusiasts are many of your current and future customers.

7. RootsRated
Challenge
Content has become the fuel of
the modern marketing engine.
CONTENT
Many 3rd party custom content
providers are too broad in scope
for the outdoor market, have
limited scalability and lack
effective distribution.
LIMITED PARTNERS
Marketers are under increasing
pressure to think and function as
publishers, and yet, their ability
to create and distribute content is
severely limited.
PRESSURE
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8. RootsRated 8
Outdoor Content for Travel/DMOs can be…
Expensive Difficult to Create,
Source, Edit &
Implement
Challenging to
Distribute

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Solution
O V E R V I E W
Our expert network of local outdoor content creators delivers premium-quality, authentic, and
accessible content to your organization to utilize via your owned media.
RootsRated offers turnkey outdoor
content solutions that:
 Amplify current offerings
 Address strategy gaps
 Increase awareness &
visitation
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Expert Network

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Solution
B E N E F I T S
RootsRated makes your content
marketing…
 Easy & Consistent
 Cost Effective
 Simpler to distribute through owned,
paid, and earned media
 An investment in the success of your
brand

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B2B B2C
Labs
Compass
RootsRated.com
Event Sponsorships
Solution
C A P A B I L I T I E S
RootsRated’s two-pronged approach to successful
outdoor content marketing:

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Labs
C U S T O M C O N T E N T C R E A T I O N
Step 2
Provide monthly,
weekly, daily articles
Step 3
Drive traffic to articles on your
site
Step 4
Content licensing in perpetuity
Step 1
Develop editorial calendar
We work closely with your team to develop a powerful outdoor content strategy and program specific to your
needs.
Customized experience pieces and stories with photography for your owned media (website, email, social &
print)
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13. RootsRated
Labs
C U S T O M C O N T E N T D I S T R I B U T I O N
All custom content pieces created for you that meet our editorial standards will populate our RootsRated.com
media platform as sponsored content (website, mobile app, email & social) for bonus evergreen B2C
exposure.
This high-quality content will build awareness, inspire our audience and drive increased visitation to your
destination.
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14. RootsRated
Labs
C U S T O M C O N T E N T D I S T R I B U T I O N - C O M P A S S
We will also help align your brand with the outdoor industry’s most trusted brands and retailers through
RootsRated Compass, our content licensing platform.
Major outdoor companies like Marmot, Adidas & Salomon will be able to find your destination’s custom content
via Compass and further promote your destination to their highly-desirable audiences through their owned
media.
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15. RootsRated
Labs
C O M P A S S – T U R N K E Y C O N T E N T L I C E N S I N G
If we already have content built around your destination that you would like to use through your owned media,
you can access these experience and lifestyle articles through Compass.
Compass is our affordable proprietary software for turnkey integration into your owned media.
Explore MeasureIntegrate
Step 1 Step 2 Step 3
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Labs
C U S T O M M I C R O S I T E S
Develop and provide content for
microsite
 Understand the goals of the site
 Develop custom content
 Track conversions

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RootsRated.com
C I T Y & S T A T E S P O N O R S H I P S
Provide an avenue to reach outdoor-
motivated audience with your
specific visitation message.
 Drive awareness and conversions
 Distribute content to 500,000 to 5MM
impressions per month
 High-impact display advertising –
100% SOV

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RootsRated.com
C O N T E S T S
Sweepstakes, Essay, Photo, Video
& Custom Contests
 Drive Engagement
 Capture Data
 Promote Goodwill

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RootsRated.com
N A T I V E E M A I L A D V E R T I S I N G
Reach our highly-engaged email
newsletter subscribers with your
unique destination messaging.
 30,000+ Email newsletter subscribers
 25%+ Open Rate
 Native Featured Inclusions
 Native Dedicated Emails

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RootsRated.com
E V E N T S P O N O R S H I P S
Reach a highly-targeted audience
in a personal way. Work with us on
a local outdoor retail event in key
markets.
 100-200 People
 Benefit Conservation
 Outdoor Recreation Presentation
 Pint Glasses, Beer, Marketing

21. RootsRated
Our Brand Partners
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22. RootsRated
Case Study
U T A H
The Challenge:
The Utah Office of Tourism could not create enough content to fuel its owned
media with internal resources alone.
Utah’s Mighty Five campaign resulted in overwhelming traffic to the top 5 national
parks. UoT needed content to promote visitation to other wilderness areas in
southern Utah to reduce resource strain in the national parks.
Solution: Custom Content + MIcrosite
85 long-form articles in 8 weeks
The content was vetted by experts, edited by our in-house editorial team, and
submitted to UoT for final review.
Results:
Utah’s tourism continues to grow to new heights
Tourism spreading across state beyond the top five national parks
Microsite has 10,000 organic views
Utah is using this evergreen body of content throughout their owned media to help
visitors explore the rest of the state.
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23. RootsRated
Case Study
K N O X V I L L E
The Challenge:
Visit Knoxville wanted to invest in and emphasize its outdoor brand
Solution: City Sponsorship
RootsRated built a stand out site to promote Knoxville’s best outdoor experiences.
120 articles delivered throughout the year:
• Weekly local stories covering Knoxville’s outdoor lifestyle
• 65 experience articles covering all outdoor sports
Results:
500,000 impressions/month
$0.08 CPV in regional drive markets through targeted paid social campaigns
6.2% Growth in Knoxville tourism
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24. RootsRated
Case Study
C H A T T A N O O G A
The Challenge:
After winning Outside Magazine’s Best Town Ever Contest, Chattanooga wanted
to leverage RootsRated’s local outdoor content to build on its outdoor brand.
Solution: Custom Content
RootsRated custom content delivered every two weeks.
RootsRated worked with the Chattanooga CVB to identify an outdoor editorial
calendar and deliver articles to the CVB for use across their owned media.
Results:
Website traffic up 32% year over year
Tourism up double-digits in recent months
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25. RootsRated
Case Study
M a r m o t
The Challenge:
Marmot needed content for their owned media at below market cost.
Solution: Custom Content + Microsite
RootsRated provides turnkey content for Marmot’s owned media channels.
Social distribution is managed by RootsRated team expanding reach, engaging
current customers and developing new customers.
Results:
1/3rd normal content/distribution costs
$0.06 CPV directly to retail partner website
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26. RootsRated
Contact Us
Tristan Olson
VP of Sales, RootsRated
303-775-8739
tristan@rootsrated.com
www.rootsrated.com
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