Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
ONLINE STRATEGY
 FOR A CVC / CVB
Online Strategy for
          a CVB / CVC
We’ll cover a lot of ground
• Web Site
• Planning
• Banner (Display) Ads
• Email...
The Web Site:
Start with where they end
StJoMO.com
•   Lots of photos
•   Listings of Places to Stay
•   Events and Other Things to Do
•   Historical Interests of...
StJoMO.com
• The most important thing to do is keep
  information current; always adding new
  stories, listings and other...
StJoMO.com
• Of our $25,000 let’s spend $2,000 with a
  Search Engine Optimization company
• Changes a company may make in...
Next up…paid media
• Site is in a good place
• Before we start spending money with
  publisher’s we’re going to do somethi...
Planning
• Define goals and objectives
• Set target audience and demographic
  profile
• Determine the action you want your ...
Planning
• Define goals and objectives
   – Drive traffic
   – Convert traveler’s from just ‘considering your destination’ t...
Defining Your Audience:
 Questions to ask yourself
• What are their interests?
• What are their expectations?
• What is imp...
Defining Your Geographic
 Target: Questions to ask
         yourself
• Where are they located?
• What areas are within reac...
Reaching St. Joe’s Target
       Audience
• Geo-targeting: Identifying a user’s location down to the
  zip code or DMA so ...
Timing
We’re going to spend $15,000 on display
 placements over a three and a half month
 period. What will it look like?
Sample StJoMO.com Ad Buy
Other Things to
           Remember
- Aim for ATF (above the fold)
- Target popular sections of the publisher’s website
  ...
E-Mail
• With e-mail marketing we’re going to
  spend $1,000 each on three different
  messages for St. Joseph
• We’ll spa...
Search Engine
           Marketing
• Who Are the Players?
  – Google
  – Yahoo!
  – MSN




                         $0 of...
Search Engine
           Marketing
• Spend our remaining $5000 over three and
  a half months promoting events and special...
Social Media
• Why are social media channels so effective?
  –   Being a part of something
  –   We learn a little about e...
WE’RE IN THE HOME STRETCH.
       HANG IN THERE
PLAN
EVALUATE
EXECUTE
OPTIMIZE
OPTIMIZE
OPTIMIZE
My contact info:
Jim Murphy
Hoffman | Lewis
E-mail: jmurphy@hoffmanlewis.com

This presentation will be on the MACVB site
...
MACVB Presentation File
MACVB Presentation File
MACVB Presentation File
MACVB Presentation File
MACVB Presentation File
MACVB Presentation File
MACVB Presentation File
MACVB Presentation File
MACVB Presentation File
MACVB Presentation File
MACVB Presentation File
Upcoming SlideShare
Loading in …5
×

MACVB Presentation File

406 views

Published on

This presentation was given in June of '09 at the MACVB Conference in Kansas City. It was a practical presentation focused on interactive planning for the small CVC or CVB. We ran through a scenario of how to spend $25k effectively on interactive.

Published in: Travel
  • Be the first to comment

  • Be the first to like this

MACVB Presentation File

  1. 1. ONLINE STRATEGY FOR A CVC / CVB
  2. 2. Online Strategy for a CVB / CVC We’ll cover a lot of ground • Web Site • Planning • Banner (Display) Ads • Email • Search Engine Marketing • Social Media
  3. 3. The Web Site: Start with where they end
  4. 4. StJoMO.com • Lots of photos • Listings of Places to Stay • Events and Other Things to Do • Historical Interests of the Area • Some Video
  5. 5. StJoMO.com • The most important thing to do is keep information current; always adding new stories, listings and other information for search engines to find and index
  6. 6. StJoMO.com • Of our $25,000 let’s spend $2,000 with a Search Engine Optimization company • Changes a company may make include changing page titles, adding search friendly content, increasing keywords and content keywords and making better in-page titling and other code-level additions $23k of $25k left
  7. 7. Next up…paid media • Site is in a good place • Before we start spending money with publisher’s we’re going to do something far more important: – PLANNING
  8. 8. Planning • Define goals and objectives • Set target audience and demographic profile • Determine the action you want your user to take & make sure that path is efficient and works well
  9. 9. Planning • Define goals and objectives – Drive traffic – Convert traveler’s from just ‘considering your destination’ to ‘why would they consider anywhere else?’ – Collect information and approval to continue the conversation after they visit your site and destination • Set target audience and demographic – W 25 - 54 – IA, IL, AR, KY, TN, OK, NE, KS, IN • Determine the action you want them to take on your web site
  10. 10. Defining Your Audience: Questions to ask yourself • What are their interests? • What are their expectations? • What is important to them?
  11. 11. Defining Your Geographic Target: Questions to ask yourself • Where are they located? • What areas are within reach? • How much can we spend to effectively advertise to this area?
  12. 12. Reaching St. Joe’s Target Audience • Geo-targeting: Identifying a user’s location down to the zip code or DMA so we can control where banner ads appear – Ad Networks are a good place to leverage this targeting method • Contextual Advertising: Content on the site is interest specific, such as travel (TripAdvisor, Virtual Tourist) • Local Market Site (KansasCity.com) • Interest-based Site: A site where the content is catered to your target audience (iVillage.com)
  13. 13. Timing We’re going to spend $15,000 on display placements over a three and a half month period. What will it look like?
  14. 14. Sample StJoMO.com Ad Buy
  15. 15. Other Things to Remember - Aim for ATF (above the fold) - Target popular sections of the publisher’s website where possible, but also keep ROS (run of site) in mind - Focus on strong ad units like the 728x90, 160x600, and 300x250 $8k of $25k left
  16. 16. E-Mail • With e-mail marketing we’re going to spend $1,000 each on three different messages for St. Joseph • We’ll space them out by about a month • Each message will focus on a couple key events occurring over the summer months St. Joseph $5k of $25k left
  17. 17. Search Engine Marketing • Who Are the Players? – Google – Yahoo! – MSN $0 of $25k left
  18. 18. Search Engine Marketing • Spend our remaining $5000 over three and a half months promoting events and special festivals through a series of keyword advertisements
  19. 19. Social Media • Why are social media channels so effective? – Being a part of something – We learn a little about each other – It provides us a channel to express our opinion – It gives us an audience who (we think) cares – It’s so completely different from traditional advertising channels
  20. 20. WE’RE IN THE HOME STRETCH. HANG IN THERE
  21. 21. PLAN
  22. 22. EVALUATE
  23. 23. EXECUTE
  24. 24. OPTIMIZE OPTIMIZE OPTIMIZE
  25. 25. My contact info: Jim Murphy Hoffman | Lewis E-mail: jmurphy@hoffmanlewis.com This presentation will be on the MACVB site as well as HLintheSTL.com

×