WalworthCoGetaway.com was introduced in mid-2008. With a corporate change and updates to the site, the original presentation was revised. The presentation doubles as a basic introduction to online advertising.

1. Online Advertising
Presented by:
Pat Bladow
Special Projects Manager, CSI Media, LLC
www.communityshoppers.com www.walworthcogetaway.com

2. Today’s Goals
 Basics of online advertising
 Simple demographics
 Important definitions
 Introduce WalworthCoGetaway.com
 Why Bliss Communications has developed the site
 Placement options
 Why advertise online?
 Designing online ads

3. Today’s Goals
 Further introduce WalworthCoGetaway.com
 CSI’s commitment to promotion
 Opportunities for you, just because you’re here today
 Finish in 44 minutes including this introduction

4. Simple demographics - overall
Gender 42% Men 58% Women
Median Age 42 years
Median Income $61,200
Education 46% College Graduate or More
Residence 68% local area

5. Site visitors have high incomes.
Under $25,000 7%
$25,000 - $34,999 9%
$35,000 - $49,999 13%
36% have
$50,000 - $74,999 22% incomes
$75,000 - $99,999 16% above
10% $75,000
$100,000 - $124,999
$125,000 - $149,999 4% 10%
$125,000
$150,000 or m ore 6%
and over
No Answ er 13%
0% 10% 20% 30% 40% 50%

6. Simple demographics - travel
 The public has demanded
easier, more centralized, online
travel planning tools
 83% plan, research and book
travel online
 87% plan to do so in 2008
 77% read or write travel
reviews online
 56% make decisions based on
reviews read online
2007 Travel Industry Study as reported in Travel Weekly,
11-21-2007

7. Simple demographics - travel
 For 2009, the experts say
 …day trips and long
weekends will likely replace
some long-haul travel.
Travel Weekly, 01-12-2009, Shannon Stowell, President,
Adventure Travel Trade Assoc.
 …consumers underlying
desire to travel should put a
floor beneath leisure travel…
“The core desire and interest
in travel are there.”
Travel Weekly, 12-31-2008, Suzanne Cook, USTA senior
vice president for research

8. Simple demographics - travel
 Six criteria for travelers
using online travel sites
 Competitiveness of price
 Ease of booking
 Usefulness of information
 Availability of booking
options and travel packages
 Appearance of design of
web site
 Easy of navigation

9. Important definitions
 Unique visitors vs. hits
 First 6 months
 Nearly 13,000 visitors
 Over 7,000 unique visitors
 Using the site-
page views
 Each spent average of
7:18 minutes on the site
 Viewed nearly 207,000
pages
 Average of 16.25 pages
per visit

10. Important definitions
 Advertising Results
 Jun-Dec 2008
 1.4 million impressions
 9,000 clicks on ads
(almost 1%)
 Thru Jan 25, 2009
 457,897 impressions
 3,850 clicks on ads
(almost 1%)

11. Introducing

12.  Also known as GenevaAreaGetaway.com
 Also known as GreatGenevaGetaway.com
 Why has this website been created?
 An opportunity was revealed in research conducted in late 2006
and evaluated in early 2007 by NorthStar Economics, Inc.
 This study was funded by Bliss Communications, Keefe Real Estate
and Johnson Bank
 A county-wide approach was specifically noted in the NorthStar
research

13.  Why is CSI Media doing this?
 Opportunity for company growth
 A sincere interest in Walworth County as a whole; we live here
 Direction, financial backing and corporate support of
Bliss Communications
 Ability to substantially promote the site locally and regionally

14. Advertising placement
 Leaderboard
 Medium Rectangles
 Skyscrapers
 Buttons

15. Advertising placement
 Promotional Packages
 Business feature story
 Photo, description, link

16. Advertising placement
 Promotional Packages
 Home page placement
in lists of top items
 Deals

29. New for 2009
 Addition of Burlington
 Chamber publication
 Chamber contact
information
 Chamber member
businesses- tourism
related
 Blog

30. Designing online advertising
 Keep it simple
 Use a visual element
 Use your logo
 Animation or Flash?

31. Why Advertise Online?
 Do your customers go online?

32. Online Purchase
Intent
Travel tops the list of tested high-cost items
Percent who will shop in next 6 months
(BELDIN Assoc., Newspaper and Research Firm, 2007) Sample N = 1,562

33. Commitment to marketing
 Online
 Search engine optimization
 Local websites
 Milwaukee web
 Chicago web

34. Commitment to marketing
 Print
 Walworth County Travel Guide
 Lake Geneva Travel Guide
 Lake & Country Magazine
 CSI Media including glossy
magazines
 Outside
 Pioneer Press

35. Commitment to marketing
 Other
 Billboards
 Networking
 Chambers of
Commerce & Visitor
Bureaus
 S.M.I.L.E.S. Horsing
Around Town
 Ad Specialties
 Window clings for
participating advertisers

36. Because you’re here today
 Opportunity to buy the best packages
 Sign a contract by March 27
 Also choose one of the following
 LEADERBOARD on WalworthCoGetaway, on any
page other than the home page or deal page
($900 value)
 PRINT PROMOTION, be included in the print
promotion for WalworthCoGetaway ($936 value)