The document proposes creating a customizable trip generator tool for the Pure Michigan travel website. The tool would allow users to input information to generate trip and activity options tailored to their interests. It also suggests promoting the tool through social media, ads on partner sites, and customized email newsletters based on users' tool preferences to help residents and visitors easily plan trips around the state. The success of this online marketing campaign would be measured by click-throughs, form completion rates, user location and origin data, and social media engagement to inform future campaign runs.

1. Suzanna Smentowski
4/17/2017

2. - Promotes travel
- Well-known within state
- Traditional and digital marketing
- Large and diverse audience
- In-state residents
- People that grew up in-state
- Middle to upper-class households
- Families with children
- People with little free time

3. To create a customizable trip
generator
How it works:
- User inputs information
- Tool creates trip and activities
options
- User can receive events emails
specified to their interests

4. - Continue upkeep of social media sites
- Direct people to tool with prompts and links
- Highlight individual events or activities around the state

5. - Create a custom homepage banner to promote
- Build campaign page within website with form
- Eliminate extra content that might distract a user from form

6. Clickable ads and banners Ads on Pure Michigan sponsored sites
With hotel and travel websites for ad visibility Customized ads based on user locations

7. - Opt-in for monthly event emails
- Simplify email newsletters
- Base email content on user’s tool preferences

8. - Select campaign photo that will resize well
- Consider responsive design
- Keep content short to limit number of scrolls

9. - 45% of marketing budget for online
marketing (approx. $5.8 million)
- May vary due to traditional marketing
success
- Click-throughs to campaign page
- Form completion rates
- Locations people are interested in
- Where people are coming from
- Social media engagement
- Clicks on ads
*Keep information for future campaign runs

10. Conclusion
- Benefits:
- Easy-to-plan trips
- Less stressful
- Provides suggestions
- Reusable campaign model