Experience Columbus 2013 Out-of-Market Leisure PR Algorithm and Goals utilizing the Barcelona Principles.

1. Page 1 of 3
Reach & Audience (30%/pts):
This is the total impressions nottotal circulation
Ranked by Nielsen or the Audit Bureau Circulation (ABC)
Blogs
(unique visitors per month)
Newspaper/Print
(daily circulation)
Magazines
(monthly subscriptions)
5+million = 30 points
1-5 million = 25
500K- 1 million = 20
250-500K = 15
100-250K = 10
50-100K = 7
10- 50K = 5
3-10K = 1
Under 3K = 0
700k+ circ. = 30 points
400-700K = 25
250-400K = 20
100-250K = 15
50-100 = 10
10-50k = 5
5-10K =1
Below 5k = 0
1+ million circ. = 30 points
500K-1 million = 25
250K-500K = 20
100-250K = 15
50-100 = 10
10-50k = 5
5-10K =1
Below 5k = 0
Inclusion of Key Messages (30%/pts):
We define what our key messages are for the year
10pts - Family travel
10pts - Culinary
10pts–Art Scene
10pts – Shopping
30pts – (Mention 3 or more of the above in one single placement)
30%
30%
10%
10%
10%
10%
Out-of-Market Leisure Media Algorithm
Reach & Audience
Inclusion of Key Messages
Key Markets
Type of Mention
Tone
Additional Assets

2. Page 2 of 3
Key Markets (10%/pts):
10pts – 1
st
tier drive markets& ad buy markets(3-4 hour drive as listed below)
10pts – National consumer publication/blog(Chicago, New York, D.C.)
5pts – Secondary drive markets (4+ hour drive as listed below)
3pts – Out of market, non-drive market
2013 Leisure PR TargetMarkets
3-4 Hour Drive 4+ Hour Drive
Ad Buy Markets 1
st
Tier National Markets 2
nd
Tier
Cleveland/Akron/Canton Cincinnati New York Buffalo
Pittsburgh Louisville Chicago Ontario
Charleston Toledo D.C.
Huntington Lexington Los Angeles
Erie, PA Detroit
Fort Wayne, IN Dayton
Indianapolis
Type of Mention(10%/pts):
10pts – Feature
7pts – Roundup
5pts – Brief mention
Tone(10%/pts):
10pts – Positive
5pts – Neutral
0pts – Negative
30%
30%
10%
10%
10%
10%
Out-of-Market Leisure Media Algorithm
Reach & Audience
Inclusion of Key Messages
Key Markets
Type of Mention
Tone
Additional Assets

3. Page 3 of 3
Additional Assets (10%/pts):
Photo – 5 points
Call to action – 5 points
Quote – 5 points
Video – 5 points
2013Leisure PR Goals:
National Media Goals
To secure 3 placements on Columbus in daily newspapers in major US markets (NYC, D.C., LA, Chicago)
To secure 1 placement on Columbus in a national travel magazine (T+L, Budget Travel, NatGeo, AARP)
To secure 2 placements on the Columbus’ food scene in national food/beverage magazines (Food + Wine, Bon
Appetit, Imbibe, Food Network)
To secure 2 posts on Columbus’ food scene in national food blogs
To secure 1 placement on Columbus’ art scene in a national arts magazine
To secure 5 placements on Columbus in national lifestyle publications (men’s, women’s, arts, gardening)
To secure 1 placement on Columbus in a family publication (Parents, Grandparents, Family Fun)
To secure 1 placement on Columbus in an in-flight airline publication (Spirit, Sky, U.S. Airways)
Regional Media Goals
To secure 12 total placements on Columbus in print, online or blogs within the Ad Buy Markets
To secure 5 placements on Columbus in Tier 1 Market newspapers
To secure 1 placement on Columbus in print, online or a blog within the Buffalo or Ontario markets
To secure 3 placements on Columbus’ arts scene in daily newspapers in Ad Buy/Tier 1 Markets
30%
30%
10%
10%
10%
10%
Out-of-Market Leisure Media Algorithm
Reach & Audience
Inclusion of Key Messages
Key Markets
Type of Mention
Tone
Additional Assets