For our graduate Media Planning class, we were tasked with developing a sales presentation, as gannettlocal, for Atlantic City, NJ. We researched and developed a target market, as well as the best ways to reach them via gannettlocal's products and offerings.

2. GannettLocal Sales Presentation For Atlantic City
All Rights Reserved

3. The GannettLocal Team
Joshua Crafter Cheng-en “Candy” Lee Li Tang Nancy Weickhardt
Media Strategist Research and Analyst Media Analyst Lead Creative

4. GannettLocal for Atlantic City
• What We Do
• What Atlantic City Needs
• How We Can Address Those Needs
• Product Competition
• Medium Competition
• Target Market
• Media Plan
• Q&A

5. Competition
Casinos on the Northeast

6. Las Vegas

7. How Can Atlantic City Use Advertising To
Distinguish Themselves From Competition?

8. Why Digital?
Where consumers are directed to

9. Why Digital?
Consumers spending more time online
2007
2010

10. Why Digital?
Segmented consumers The Internet has
changed the way I
shop for products/
When I need services.
information the
first place I look is I am doing more of my
the Internet. shopping on the
Internet than before.
I tend to trust the
information on The Internet has changed
websites that I have the way I get information
heard a lot about. about product/services.
Targeted
segment

11. Why Digital?
Target segment is MORE likely to ... than average
Spend high number of Use computer for
hours on personal travel planning
computer at work purpose at work
Use the internet to Gather information for
search information for shopping in general
airline/car/hotel
reservation

12. Why GannettLocal?
“Target. Engage. Convert.”
GannettLocal, a Gannett Company

13. Why GannettLocal?
SEO
Retargeting
Paid
Media
Web Social
Dev Media Email
Mobile Maps
Video /Rep

14. Why GannettLocal?
GannettLocal is
“a high-touch marketing consultation and a suite
of multi-platform solutions …... delivered by a
team of dedicated experts over the phone.”
— Brad Robertson
Publisher of Vermont's Burlington Free Press

15. Target Audience
Couples, Ages 21-35, without children,
Annual household income of more than 75k,
Tri-States and Northeast States

16. Target Demographic
• More likely than average to visit to casinos, museums,
shows, theaters, beaches, concerts, comedy clubs, and/
or theme parks
• Use online travel services for airplane tickets, hotel
reservations and/or car rentals
• Actively seeks information on movies, news, weather,
and real estate listings online

17. Our target geographic
area is:
• Close to Atlantic
City
• Wealthier than
average
• More likely to check
in on Facebook

18. Target Persona
Jesse and Caitlin, newly married
Caitlin celebrated her 27th birthday in Atlantic City

19. What We’ll Do For You
• Increase Atlantic City’s presence and interactivity on the
Facebook, Twitter, Google + and Pinterest social media
networks
• Reach our target audience via advertising on the
Facebook social media network
• Revamp Atlantic City’s presence on search engines by
virtue of SEO
• Reach our target audience via advertising through
Google’s Adwords platform
• Specialized targeting and retargeting

20. Paid Media
• Advertise evenly on Facebook and Google AdWords
• Clicks Not Impressions
• Instantly visible
• Real time analytics
• Change advertisements if they aren’t working
• “22% of PPC campaigns achieve returns in excess
of 500%.”

21. Facebook Advertising
• March 1st, 2013 – February 28th, 2014
• $0.90 Cost Per Click
• 2.3 Million Demographic
• Promote the Atlantic City
Facebook Page
o On-Page Advertisements
o Sponsored Stories
o 2012 Nature International Weekly Journal of Science

22. Facebook Advertisements
Sample Sponsored Story

23. Facebook Advertisements

24. Facebook Advertisements

25. Search Engine Optimization
• Most “relevant” entries pop up first
o Most searched
o Most linked to
o Proximity to words searched
• Lower ranking = few clicks
• Evaluate AtlanticCityNJ
• 90% of “U.S. internet users (aged 14+) will browse or
research products online in 2012” — Hubspot

26. Google AdWords
• March 1st, 2013 – February 28th, 2014
• $0.71 Cost Per Click
• 4 Advertisement Focus
o DO Atlantic City
o Shopping and Commerce Options
o Entertainment Options
o Vacation Options

27. Google AdWord Keywords
• Casino
• Resort
• Hotel
• Boardwalk
• Entertainment/New Jersey Entertainment
• Concerts/New Jersey Concerts
• Vacation Deals
• Shopping
• Beach
• Boardwalk Empire

28. Google AdWords
Sample Google Advertisements

29. Retargeting
Retargeting, in it's most simple terms, is an
advertisement that follows you like Casper.
Everywhere you go, you see it. A website you visit, in
this case, Atlantic City, will drop a cookie into your
browser or on your computer.
Google then picks up that cookie, recognizes the cookie
from Atlantic City, and then shows you an advertisement
for Atlantic City

30. Social Media Outreach
Three options
GannettLocal Facebook/G+ Twitter/Pinterest Cost Per Month
Posts Posts
MySpace Level 15 30 $899
Twitter Level 22 45 $1999
Facebook Level 30 70 $3999
9 out of 10 internet users visit a social networking site at
least once per month — comScore, 2011

31. Click Through Goal
Roughly 330,000 Advertisement Clicks

32. Cost Per Click Budget
Three Options
GannettLocal Clicks Estimated CPC Budget
MySpace Level 50,000 $48,100
Twitter Level 200,000 $185,000
Facebook Level 330,000 $310,000

33. Total Cost
The Campaign That Works Best For You
GannettLocal Estimated Total Cost
MySpace Level $100,000.00
Twitter Level $275,000.00
Facebook Level $500,000.00

34. Added Value

35. Added Value

36. GannettLocal
• GannettLocal is a digital marketing agency for a
changing world
• Atlantic City needs greater awareness among affluent
Millennials and young, affluent Generation Xers
• That target demographic is online, and we know how to
reach them
• Atlantic City’s competition is more or less Las Vegas,
regional shopping and entertainment hubs, and
independent casinos
• GannettLocal’s competition is traditional media

37. GannettLocal for Atlantic City
• Our target market is young, affluent, in a long-term
relationship, enjoys social activities, and lives in the
Northeast
• Our Media Plan includes Facebook and Google
advertising, social media outreach, SEO, and retargeting

38. GannettLocal for Atlantic City
Questions?