Tennessee Tourism Co-Op Program 2010 2011

2,183 views

Published on

The Tennessee Department of Tourist Development Co-Op Programs have been created to help you reach potential visitors who have specifically requested information about vacationing in Tennessee.

Published in: Travel
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,183
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
26
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide






































  • Tennessee Tourism Co-Op Program 2010 2011

    1. 1. 2010-2011 Co-Op Program Tennessee Department of Tourism Development Email & Display Marketing
    2. 2. Email Marketing Program The Tennessee Department of Tourist Development (TDTD) Email Marketing Co-Op Program has been created to help you reach potential visitors who have specifically requested information about vacationing in Tennessee. This comprehensive program will help you position your destination, attraction, or business to the audience that will most likely to walk through your door. Tennessee Co-Op Program - EMAIL
    3. 3. About Our Database Our database is 300,000 email addresses strong. Over 100,000 of them were collected from between June 2009 and June 2010. We will collect an additional 100,000 leads in the 2010–2011 fiscal year. We have removed our least active email addresses this year to make sure your destination is in front of the most active and highest quality leads. And to celebrate our fourth year of a successful email Co-Op Program, we are offering our rates at 25% off - for this year only. Tennessee Co-Op Program - EMAIL
    4. 4. About Our Database All of the individuals in our database requested a Tennessee Vacation Guide and also requested TDTD communicate with them via email about events and attractions in Tennessee. They live primarily within a 250-mile driving distance to Tennessee. Many have shared their specific interests, such as music & arts, nature & outdoors, shopping, etc. Tennessee Co-Op Program - EMAIL
    5. 5. Measurement and Tracking To help measure the effectiveness of your placement, we will provide you with a report for each email campaign, including: ■ Number of emails sent ■ Open Rate (% of people who opened the email) ■ Click-Thru Rate (% of people who clicked a link) ■ Which links they clicked The open rate and click-thru rate will help you measure the effectiveness of each email campaign. Tennessee Co-Op Program - EMAIL
    6. 6. Co-Op eNewsletter Every article and navigation link is for sale in this eNewsletter, which delivers the third Thursday of every month to the entire database of subscribers, except December and January. ■ (a) Premium Article ■ 330-by-190-pixel image with paragraph ■ $3000 $2250 ■ (b) Sponsored Article 1 ■ 121-by-87-pixel image with paragraph ■ $2000 $1500 Tennessee Co-Op Program - EMAIL
    7. 7. Co-Op eNewsletter (c) Sponsored Article 2 ■ 121-by-87-pixel image with paragraph ■ $2000 $1500 (d) Sponsored Article 3 ■ 121-by-87-pixel image with paragraph ■ $2000 $1500 (e) Sponsored Article 4 ■ 121-by-87-pixel image with paragraph ■ $1500 $1125 Tennessee Co-Op Program - EMAIL
    8. 8. Co-Op eNewsletter (f) Participant Ad ■ 150-by-525-pixel image ■ $2000 $1500 (g) Text Event 1 ■ $750 $550 (h) Text Event 2 ■ $750 $550 (i) Text Event 3 ■ $750 $550 Tennessee Co-Op Program - EMAIL
    9. 9. State eNewsletter The content of this eNewsletter is primarily determined by the state with the exception of one sponsorship spot. It delivers quarterly to the most active portion of the database. While this is a smaller audience than the Monthly Co-Op eNewsletter audience, it is a highly interested group in a less competitive advertising space. (a) Sponsored Ad ■ 150-by-525-pixel image ■ $2000 Tennessee Co-Op Program - EMAIL
    10. 10. State eNewsletter Creative Work You may provide creative work, and we’ll tell you the specific sizes we need. Or you can provide Paramore|Redd with 1–2 images and a paragraph of copy. Paramore|Redd will then create the ad. In both cases, you will be allowed one round of revisions. Delivery Dates ■ Fall: 8/31/10 ■ Winter: 11/30/10 ■ Spring: 3/10/10 ■ Summer: 5/10/10 Tennessee Co-Op Program - EMAIL
    11. 11. Display Co-Op Program The Tennessee Department of Tourist Development is pleased to announce two opportunities to participate in a Co-Op program that will allow you to promote your city, attraction, or special offering to millions of potential visitors on national websites such as The Food Network and Orbitz. Tennessee Co-Op Program - DISPLAY
    12. 12. Amazing Benefits The State has already reserved space on these sites and negotiated rates well below rate card values. There are no monthly minimums. Paramore|Redd will help create and manage the media buy. All placements are geo-targeted to the 250-mile driving radius from which most of our visitors travel. Tennessee Co-Op Program - DISPLAY
    13. 13. Option 1 Double the amount of impressions of a normal media buy while cutting your costs in half. How? The State will purchase 50% of the impressions and split the cost with you 50/50. The viewer has the ability to click to TNVaction.com or your website from your banner creative. This allows the viewer a choice of what to explore in Tennessee. This option allows you to drive traffic to your website at half the price. Paramore|Redd will produce the creative and handle all aspects of the media buy. Tennessee Co-Op Program - DISPLAY
    14. 14. Option 1 Campaign Minimum: $6000 Includes: ■ 2 banner designs ■ $1000 campaign setup fee ■ Between 370,000 and 2 million media impressions depending on the sites selected ■ Number of sites on which you can have presence depends on the following: ■ Desired length of campaign ■ Current inventory ■ Media spend ■ Campaign reporting and optimization covered by the State Tennessee Co-Op Program - DISPLAY
    15. 15. Option 2 Option 2 affords you 100% share of voice with each impression. The state's annual commitments will be increased 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 and avoid expensive site campaigns and monthly minimums. For a partner to participate it is mandatory that you provide your own banner creative. Paramore|Redd will be available as needed for creative consultation and recommendations. Tennessee Co-Op Program - DISPLAY
    16. 16. Option 2 Campaign Minimum: $6000 Includes: ■ 2 site maximum per $5000 of media ■ $1000 campaign set up fee ■ Between 370,000 and 2 million media impressions per $5000 depending on the sites selected ■ Number of sites you can be on depends on the: ■ Desired length of your campaign ■ Current inventory ■ Your media spend ■ Campaign reporting and optimization $500/mo. Tennessee Co-Op Program - DISPLAY
    17. 17. Available Websites Available Websites All sites are geo-targeted to the 250-mile driving radius of the state of Tennessee and focus on our key target, women 25-54. Trip Advisor Co-Branded Rate: $10.00 Exclusive Rate: $20.00 Available: Year-round based on inventory Tennessee Co-Op Program - DISPLAY
    18. 18. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. CookingClub.com (Culinary) Co-Branded Rate: $6.00 Exclusive Rate: $11.75 Available: September- November based on inventory Tennessee Co-Op Program - DISPLAY
    19. 19. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. Orbitz / Away Co-Branded Rate: $7.50 Exclusive Rate: $15.25 Available: Year-round based on inventory Tennessee Co-Op Program - DISPLAY
    20. 20. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. GAC.com (Music and Arts) Co-Branded Rate: $6.00 Exclusive Rate: $11.00 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    21. 21. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. Travelocity Co-Branded Rate: $6.00 Exclusive Rate: $11.75 Available: Year-round based on inventory Tennessee Co-Op Program - DISPLAY
    22. 22. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. Pandora (Music and Arts) Co-Branded Rate: $11.75 Exclusive Rate: $23.50 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    23. 23. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. SouthernLiving.com Co-Branded Rate: $7.00 Exclusive Rate: $14.00 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    24. 24. Available Websites Available Websites All sites are geo-targeted to the 250-mile driving radius of the state of Tennessee and focus on our key target, women 25-54. Trails.com (Nature and Outdoors) Co-Branded Rate: $3.50 Exclusive Rate: $7.00 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    25. 25. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. FishingClub.com (Nature and Outdoors) Co-Branded Rate: $6.00 Exclusive Rate: $11.75 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    26. 26. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. FishingWorks.com (Nature and Outdoors) Co-Branded Rate: $3.25 Exclusive Rate: $6.50 Available: September- November based on inventory Tennessee Co-Op Program - DISPLAY
    27. 27. Available Websites Available Websites All sites are geo-targeted to the 250-mile driving radius of the state of Tennessee and focus on our key target, women 25-54. Food Network (Culinary) Co-Branded Rate: $9.00 Exclusive Rate: $17.50 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    28. 28. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. HuntingClub.com (Nature and Outdoors) Co-Branded Rate: $6.00 Exclusive Rate: $11.75 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    29. 29. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. WeatherBug (Lifestyle) Co-Branded Rate: $5.50 Exclusive Rate: $10.50 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    30. 30. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. Travel Channel (Travel/History) Co-Branded Rate: $10.00 Exclusive Rate: $19.50 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    31. 31. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. Bridal Guide (Honeymooners) Co-Branded Rate: $5.00 Exclusive Rate: $9.50 Available: September-November based on inventory Tennessee Co-Op Program - DISPLAY
    32. 32. Available Websites Available Websites All sites are geo-targeted to the 250- mile driving radius of the state of Tennessee and focus on our key target, women 25-54. iExplore (Nature and Outdoors) Co-Branded Rate: $6.50 Exclusive Rate: $13.00 Available: Year-round based on inventory Tennessee Co-Op Program - DISPLAY
    33. 33. Pay-Per-Inquiry Co-Op Program Visitors interested in your brand (leads) ask to receive email marketing messages about your brand The Tennessee Department of Tourist Development is pleased to announce a opportunity for you to participate in a new Co-Op program that has been created to help you capture the information of potential visitors who have specifically requested information from Your email program nurtures you about vacationing in Tennessee.   the relationship with this lead This comprehensive program will help you build your database of prospective can-spam compliant visitors interested in   your destination, attraction or business. This lead becomes your customer Tennessee Co-Op Program - PAY-PER-INQUIRY
    34. 34. How Does It Work? Online lead generation can be a predictable source of daily leads which you will own and have permission to market to through both email and snail mail.   Lead generation campaigns allow you to place your offers, like a special rate or discount, on websites that target your potential visitors.  If a visitor chooses your offer, the contact information for that lead is automatically sent to you.   This personal information on your potential visitor becomes a part of your prospect database for future email and direct mail campaigns.   Tennessee will be generating over 100,000 new leads this year. Combine your offer with ours and we'll split the cost and share the subscriber. Tennessee Co-Op Program - PAY-PER-INQUIRY
    35. 35. Show Me Tennessee Co-Op Program - PAY-PER-INQUIRY
    36. 36. Amazing Benefits The State has already reserved space on these sites and negotiated rates well below rate card values. There are no monthly minimums. Paramore|Redd will help create and manage the media buy. All placements are geo-targeted to the 250-mile driving radius from which most of our visitors travel. Tennessee Co-Op Program - PAY-PER-INQUIRY
    37. 37. Cost Campaign Minimum: $10,000 Includes: ■ $1,000 campaign setup fee ■ 10,000 leads That's a cost of $1.00 per lead! Your leads will be emailed to you ever week with a monthly report detailing the total number of leads you have received in the previous month. Tennessee Co-Op Program - PAY-PER-INQUIRY
    38. 38. Paramore|Redd We are the interactive marketing agency working with the Tennessee Department of Tourist Development to help promote tourism in Tennessee. We find potential visitors online who are interested in coming to Tennessee and provide the email marketing messaging to actually get these consumers to your door! For you, our partners, we create, send, manage and report on all TDTD eNewsletter campaigns. Book Now Fill out the form at paramoreredd.com/tncoop or contact Amanda Durand at 615-324-8997 or adurand@paramoreredd.com. Tennessee Co-Op Program - PAY-PER-INQUIRY

    ×