Brandon DarroughKatie GoodwinKelsey HandMaggie ShermanMichon Winn

Strategic Plan

As recommended by:

May 2010 | 2

Table of ContentsSituation analysis..................Audience...............................Goal.......................................Communications................... Strategy Objective TacticsCommunity relations............ Strategy Objective TacticsPublicity................................. Strategy Objective TacticsTimeline................................Budget..................................Evaluation.............................Appendix I............................Appendix II...........................Appendix III..........................

3778

10

11

121213151617

May 2010 | 3

Situation AnalysisThe Client

Céilí is a place where wine lovers can taste and buy specialty wines while visiting Estes Park. Céilí offers patrons a selection of red, white and a premium red wine, all which are blends. Céilí sets itself apart from the other Estes Park wineries because it uses Washington grapes, which are higher quality than Colorado-grown grapes due to climate according to the client.

Céilí is still in the beginning stages of development. The client does not live in Estes Park yet and does not know the community therefore cannot reach out to the community although he does know the potential location. The client chose Estes Park for Ceili’s location because of its minimal competition, huge influx of tourists during peak season and the annual Celtic festival.

Céilí will open in spring in 2011. The business will be open during the tourist season, roughly June to September or October. According to the Estes Park Convention and Visitor’s Bureau the peak season to travel to Estes Park and Rocky Mountain National Park is from July through September because of the desirable weather fit for outdoor activities.

Competition

Céilí’s competition (Valley of the Wind Winery and Snowy Peaks Winery) is already established in Estes Park. Valley is located on the Riverwalk near Céilí’s planned location. Snowy Peaks is located in the downtown/residential area of Estes Park, which is about two miles away from the Riverwalk. According to their websites, both wineries’ grapes are grown in Colorado and are open year-round (with limited winter hours). They both have social sitting areas. They have an indoor bar area and outdoor deck. Both wineries serve wine by the glass and snack foods. VWW has a bar atmosphere where people can hang out and drink wine with their friends. SPW carries wines from various wineries in Colorado and sells their own at local liquor stores and restaurants. Their average price for a bottle of wine is between $15- $17. Both wineries carry their own label dessert wine as well as a selection of red and white wines.

SWOT AnalysisStrengths

Grapes grown in Washington (higher quality product)•New, intriguing product•Location – great for tourist foot traffic•Unique labeling•Client’s experience in wine making•Wines will be ‘blends’ that will appeal to a wide variety of wine drinkers•

WeaknessesWebsite•Minimal selection of wine•Client is currently in Washington•Céilí will not be a place for people to hang out, only a place to try and buy wine•Many winery visitors want the entire wine experience and the ability to see the vineyards•The client plans to sell wine to tourists which is a difficult product to transport without •breakingLimited seasonal hours, competition is open year round•

May 2010 | 4

Competing with another winery near client’s proposed location•Blend wines are frowned upon by avid wine drinkers•Limited resources for PR/communications budget•

OpportunitiesNew product allows greater flexibility to adapt to environment changes•Celtic brand image/theme which means “celebration” will be a useful message to develop •Céilí’s audienceCeltic festival will allow Céilí to introduce/relate itself to the community•Showcasing local artists•Annual jazz/art festival in the spring•Client has a personal relationship with friends with restaurants willing to showcase his wine •in their restaurantsMinimal wine selection can create a sense of exclusivity if marketed correctly•On-premise wines hold steady as the largest share of wine sales among super centers, club •stores, and other outlet centersMake wine available to buy online•

ThreatsOther wineries in Estes Park, especially Valley of the Wind Winery are right down the street •from where Céilí will be locatedCéilí will not offer a setting where patrons can sip glasses of wine (a bar kind of setting), it •will only offer wine tasting and the opportunity to buy bottles of Céilí wineSeasonal hours – will not being open in the Fall/Winter hurt business?•VWW and SPW are open year round, Céilí will not be•Snowy Peaks Winery sells their wine online and ships it to those who order•

ResearchAccording to a Mintel report, the wine market has grown 4 percent (adjusted for inflation)

between 2004 and 2009, however a 3.4 percent decline in 2008 demonstrates the sensitivity of wine consumers to the effects of the recession.

Table 1: Trends in Table Wine Consumption, 2005, 2007, 2008Wine Segment Price range ($) Market share by

price segment 2005 (%)

Market share by price segment 2007 (%)

Market share by price seg-ment 2008 (%)

Economy Below $5 49 44 48Popular $5-9 25 25 27Premium $9-16 18 21 18Super/ultra premium

$16 and up 8 10 7

The over-21 population is increasing rapidly also. Between 2004 and 2009, it increased by 11 million by 2014 is expected to grow by another 13 million.

Situation Analysis

May 2010 | 5

Table 2: Retailer type where wine is bought, by age, July 2009All (%) 21-24 (%) 25-34 (%) 35-44 (%) 45-54 (%) 55-64 (%) 65+ (%)

At a grocery store or supermarket 60 77 70 51 53 60 58

At a small, local liquor store 51 55 51 58 54 54 39

At a specialty liquor store chain 29 40 36 26 29 27 21

At a winery shop 26 24 27 26 29 29 20At Walmart 19 32 24 21 17 17 11At natural food stores such as Trader Joe’s, Whole Foods

15 13 17 13 15 19 14

At Costco club store 13 13 20 9 16 10 11

At a club store other than Costco such as BJ’s Wholesale, or Sam’s Club

12 8 12 14 16 9 11

At a mass mer-chandise store other than Wal-mart such as Target or Kmart

11 18 16 11 11 11 4

At a gourmet food shop 9 15 14 11 7 11 3

Online direct from a winery 6 6 7 3 4 7 7

At a convenience store/gas station 4 10 7 6 2 3 0

From online wine retailers 3 5 6 1 5 2 2

Other (please specify) 5 2 1 2 6 8 11

GenderWomen drink wine more often than men at 38 percent of the population, which equates to

43 million U.S. women. Women also are the most price-sensitive.

Race and EthnicityThe following graph shows that overall the distribution of wine drinkers leans heavily on the

white population with the Asian population a close second. This graph is deceiving however because Mexican Hispanics do not drink wine hardly at all while other Hispanics do, such as

Situation Analysis

May 2010 | 6

Cubans, Puerto Ricans and Chileans. The influence of Mexican Hispanics drastically changes the percentage.

Table 3: Table wine consumption, domestic vs imported, by race/Hispanic origin, Feb. 08 - March 09

Table wine (net) % Domestic table wine % Imported table wine %

All 35 34 16

White 37 36 17

Black 25 25 11

Asians 34 32 18

Hispanics* 27 25 15

Table 4: Table wine consumption, by Hispanic origin and country of origin, February 08 - March 09

All Hispanics (%)

Hispanic, Cuban Heritage (%)

Hispanic, Mexi-can Heritage (%)

Hispanic, Puerto Rican Heritage (%)

Hispanic, other heritage (%)

Adults aged 21+, base

7,065 545 4,087 575 1,858

Domestic wine 25 37 18 29 37

Imported wine 15 26 10 18 26

RegionTable 3: Retailer type where wine is bought, by region, July 2009

All Northeast Midwest South West

At a grocery store or supermarket 60 15 72 70 73

At a small, local liquor store 51 69 47 53 36

At a specialty liquor store chain 29 33 23 29 30

At a winery shop 26 21 31 27 24

At Walmart 19 4 19 29 18

At natural food stores such as Trader Joe’s, Whole Foods

15 4 15 10 33

At Costco club store 13 6 8 11 27

At a club store other than Costco such as BJ’s Wholesale, or Sam’s Club

12 6 11 18 10

At a mass merchandise store other than Wal-mart such as Target or Kmart

11 3 15 14 10

At a gourmet food shop 9 5 8 10 12

Online direct from a winery 6 4 5 5 8

At a convenience store/gas station 4 2 7 4 4

From online wine retailers 3 4 3 3 3

Other (please specify) 5 5 4 4 9

Situation Analysis

May 2010 | 7

Target AudiencePrimary Audience Tourists who visit the Rocky Mountain National Park and pass through Estes Park, particularly women who are with a significant other and are between the ages of 28 and 35 according to the Mintel US Wine Analysis of October 2009. This age group responds to a more casual wine brand such as Céilí rather than a more traditional and established wine brand. They have an above-average income and maintain a positive health perception about wine. The client can reach this audience through blogs such as: Culinary Colorado, Talk Colorado Wine and Colorado Wino and informational Estes Park websites such as: Estes Park - Colorado, Estes Park Convention and Visitors Bureau and Estes-Park.

Secondary Audience 1 Community members and business owners in Estes Park who cater to the tourism industry. The client can reach the community through the Convention and Visitors Bureau and the Partners of Commerce. Affiliation with the CVB and the Partners of Commerce list Céilí in the Estes Park business directory giving community members access to Céilí.

Secondary Audience 2 The media outlets in Estes Park and in the surrounding Colorado area (Denver), especially the magazine publications, radio stations and newspapers. Because Céilí is a new business, the media will be a crucial audience to reach in order to gain awareness for Céilí. Reaching out to this audience will not only make the media aware of Céilí, but the media attention gained will also expose the client’s other audiences to Céilí’s messages. Targeting this audience is an important step in building a media-business relationship for Céilí.

GoalA successful opening and a firm start to become a prominent winery in the Estes Park community.

May 2010 | 8

CommunicationsStrategyCreate a communications campaign to develop the Céilí brand and message.

ObjectiveBuild messages that reach the community and gauge which messages receive positive responses to use for future communications.

TacticsBuild the Céilí website and blog to reach target audience1.

Upgrade from a Splash Page to a website that can be navigated by target audience with •information about Céilí

Opening Date*Mission Statement*About Us Page*Location*What’s New At Céilí*Wine Selection – make available for people to buy online?*Media*Feedback page – let Céilí visitors tell stories about their experiences while they *were at CéilíBlog within the website*

Create the Céilí blog to be found by people researching things to do in Estes Park•Create a place where people can leave feedback and interact with Céilí’s posts• Investigate regulations for shipping wine to other states. Would it be worth making •Céilí wine available to be bought online?

Create Céilí Facebook page2.Create Facebook page for people to become fans and friends of Céilí•“Like” other Estes Park businesses•

Create Céilí Twitter3.Tweet about the opening of Céilí to build excitement and awareness of the presence of •the new business in Estes Park tweet.Follow other Estes Park businesses and make tweets relevant to their interests.•

Create a tagline/message explaining the Céilí name and brand. Céilí means celebration4.Céilí means celebration and this is a wine to celebrate•Céilí… A wine to celebrate•Céilí… The celebration of fine wine•Céilí… The definition of good wine and celebration•

Create banners and sidewalk signs to bring tourists exploring the Riverwalk area of Estes 5.Park through Céilí’s doors

May 2010 | 9

Create an email mailing list that Céilí visitors can sign up for after visiting. Send them news 6.about what’s new at Céilí and special offers on Céilí products and surveys to evaluate patron’s experiences

Hire a graphic designer to create a custom Céilí logo7.

Tactics

May 2010 | 10

Community RelationsStrategy

Objective

Tactics

Conduct a community relations campaign that introduces Céilí to the business and local community.

Familiarize Céilí with the community of Estes Park and familiarize the community of Estes Park with Céilí.

Booth at the Longs Peak Scottish Irish Highland Festival in September to introduce Céilí to 1.the community and show what Céilí will bring to the Estes Park community. Because Céilí is a Celtic wine it will have a better chance of being selected to participate and have a con-sumer advantage according to a representative of the festival.

Wine Sampling•Information about Céilí•

(Projected) Opening date*Location*Wine List*Céilí logo keychain with coupon attached: Bring back the coupon after Céilí opens *and get one bottle of wine for half price with the purchase of full price bottle

Showcase local artists and musicians in the winery2.Hang art around Céilí, gives patrons the option to buy their favorite piece and gives lo-•cal artists a place to showcase their artBecome familiar with local artists and their artwork through the Art Center of Estes Park•Performances by local musicians/music groups•

Join Estes Valley Partners for Commerce3.By joining, Céilí is in the Estes Park business and online directory and is visible to visitors •of Estes ParkThe client is part of an association that protects and promotes the interests of Céilí as •well as other businesses in Estes Park, giving them a voice in the communityThe client will be able to make contacts with other local Estes Park business owners•

Soft Opening for community members4.Free to the public•Food, wine, party, live music•Gives locals a feel of the new business in their community: what Céilí brings to the •community, what Céilí offers that differs from what already exists in the community and closes the gap between business owner and resident

After joining the Convention and Visitors Bureau, the client should become a shuttle stop 5.on the Estes Park Scenic Tour Shuttle Service

Also, make additional Céilí information available on the Estes Park Convention and Visitors 6.Bureau website

See appendix III for more information.•

May 2010 | 11

PublicityStrategy

Objective

Tactics

Create publicity for Céilí in order to have a successful launch.

Gain exposure for Céilí through media outlets and word of mouth.

Invite the Estes Park Trail Gazette, Estes Park News and the Denver Post to Soft Opening 1.by sending an e-mail pitch. The media will build awareness of Céilí to the public. Get an informational feature story on Céilí in Denver’s 5280 Magazine, the Denver 2.Magazine and Denver Westword

Pitch a story about Céilí and the meaning behind its name, the Celtic aspect of it, how •it will bring a whole new element to Estes Park and allows for people to celebrate their heritageThe story will run once in each publication to build excitement for the opening of Céilí •and create awareness

Submit information regarding the Céilí soft opening to the events section of EPNews 3.(estesparknews.com) to invite Estes Park locals to the fun, free inside look into Céilí winery. Submit story about Céilí to the Lifestyle section (Food & Wine) of Mountain Living 4.Magazine

This magazine is available to tourists in the Denver area and features places in Colorado•Buy advertisements with Google5.

Tourists will find Céilí with greater ease while searching online.•See Appendix I for examples and more information.•

Buy advertisements with Facebook6.Facebook ads allow the client to target specific audiences that based on demographics •and interests would likely be interested in Céilí.See Appendix II for examples and more information•

May 2010 | 12

TimelineDevelop Céilí message by September 2010•Send compelling, individualized press releases to 5280 Magazine, Denver Magazine, •Denver Westword and Mountain Living Magazine in January 2011Send soft opening information to Estes Park News in February 2011 (run story right before •opening) – invite locals/public to joinSend e-mail pitches to Estes Park Trail Gazette, Estes Park News and Denver Post inviting •them to cover Céilí’s soft opening before soft opening in March 2011Plan soft opening for March 2011•Plan grand opening for April 2011•Pitch story and invite to Estes Park Trail Gazette by early April, send reminder 5 days before •the event.Send compelling, individualized press releases to 5280 Magazine, Denver Magazine and •Denver Westword in January of 2011. are all their deadlines 3 months in advance? Might be earlier.Send Ceili information packet to confirm a space at LPSIH Festival before March 1, 2011•Attend Longs Peak Scottish Irish Highland Festival, September 2011•

Timeline

BudgetProfessional website design- $400-$600 (www.esteswebdesign.com)•Participation in Long’s Peak Scottish-Irish Festival includes tent, full page ad in festival •program, and block of tickets -$15,000 (George- Long’s Peak Scottish-Irish Festival, Inc.)Booth for festival with text display - $107 (displays2go.com-Located in Estes Park)•Custom Céilí Key Chains for distribution at LPSIH Festival - $550.00 for 1,000 key chains •(4imprint.com)Band fees for soft opening - $1150-1250 for a Jazz trio to host a three or four hour event •(AD HOC Entertainment- Colorado)Food costs for soft opening-about $5-$10 per person for appetizers; price depending on •menu selection (Sandy-Jubilations Catering-Estes Park)Cost of Céilí Wine used in sampling•Céilí Wine Banner - $514.75 for 10 custom, 4x4 feet, vinyl banners (printingblue.com)•Custom clear-print Céilí Wine glasses for festival and soft opening - $950 for 1,000( •discountmugs.com)Membership Application for Estes Valley Partners for Commerce fee - $100.00•Enhanced web listing on Visitors Bureau - $200.00•Additional web listing on Visitors Bureau - $150.00 (see appendix for additional advertising •opportunities)Google Ad: $0.05 - $3 (charge per click) depending on words chosen (see appendix I for •more detailed costs).Facebook Ad: $0.82 charge per click (see appendix II for more details). •

Total Budget ≈ $20,421

May 2010 | 13

Objective: CommunicationsMessage Exposure: Build messages that reach the community and gauge which messages receive positive responses then use for future communications.

Results:Internet hits on Céilí websitesNumber of Facebook friends, fans and messages increase in response to Céilí’s messageNumber of followers on Twitter and increased tweets about CéilíNumber of people who return to Céilí with coupons from newsletter

Objective: Community RelationsAudience Awareness: Familiarize Céilí with the community of Estes Park and familiarize the community of Estes Park with Céilí.

Results:Survey researchNumber of attendees at soft-openingIncreased presence in tourist pamphletsReturned wine coupons from festival key chains

Objective 3: PublicityPublicity: Gain exposure for Céilí through media outlets and word of mouth.

Results:Media impressionsRadio/television mentionsLocation of Céilí stories in publicationsHow many publications Céilí is featured in and how much spaceProminence of media outlets who feature Céilí

Evaluation

This table demonstrates the necessary resources (outputs) to achieve the desired outcomes for each tactic listed within this plan.

Tactic Outputs OutcomesWebsite/Blog Building of website Individual and repeat hits

Time spent on websiteFeedback posted on website by visitors

Facebook Number of updates by Céilí em-ployees Keep track of Facebook Insights – who is becoming a fan/”un-liking”

More Facebook friends/fansMore posts from friends/fans in re-sponse to Céilí’s messages

May 2010 | 14

Evaluation

Twitter Number of updates by Céilí em-ployees

More people re-Tweeting or replying to Céilí tweetsMore people following Céilí’s Twitter account

Survey Creation of survey/talking to pa-trons at Céilí

Survey research will report what tac-tics are working and what tactics reach audience positively

Mailing List Production of newsletter/emailMeasure traffic on website after newsletter is delivered

More people return to Céilí with cou-pons from newsletterMore traffic on website

Booth at LPSIH Festival

Presence at festival (including all materials given away)

More website trafficIncreased awareness in communityMore traffic through Céilí locationMore wine sold

Join Chamber of Commerce

Pay duesGo to meetings

Increased presence in tourist pam-phletsListing in local business directory

Soft Opening Costs for opening party Sending publications information about attending

Increased community awarenessIncreased positive media attention that will gain interest

Stop on Tour Shuttle Service

Cost to be on the tourist loop More people will be directly taken to Céilí that may not have done previous research

Invitations to Estes Park and Denver publica-tions to come to soft opening

Sending information/invitation Positive media that will inform the public

Informational stories in Denver magazines and Mountain Living Magazine

Story PitchPress releasePersonal phone call/email to edi-torsOffer free wine tasting/product

Positive media that will inform the public

Google Ad Cost for advertisement Increased awareness of touristsFacebook Ad Cost for advertisement Increased awareness of potential Face-

book fans and community

May 2010 | 15

Google Sponsored Ad Words

lodges colorado 2 $1.75 colorado vacation cabins 2 $1.80colorado mountain 2 $1.40 jobs colorado 2 $2.19estes park restaurants 2 $0.88 colorado romantic getaway 2 $3.14estes park accommodation 2 $0.90 hotels estes park colorado 2 $2.63worldmark estes park 2 $2.76 properties colorado 2 $2.31streamside estes park 2 $0.05 colorado mountain land 2 $2.80stanley estes park 2 $1.32 colorado flag 2 $0.94stanley hotel estes park 2 $1.33 cities in colorado 2 $0.05wine 2 $2.03 colorado ice 2 $0.67colorado cabin rentals 2 $1.49 colorado population 2 $0.05colorado cabin rental 2 $1.26 property colorado 2 $2.59stanley hotel colorado 2 $1.19 colorado mountain property 2 $3.41estespark colorado 2 $1.15 colorado cities 2 $0.57snow mountain ranch colorado 2 $1.18 land colorado 2 $1.81maps of colorado 2 $0.98 colorado new 2 $2.78colorado restaurants 2 $0.94 blackhawk colorado 2 $1.41estes park hot springs 2 $0.05 colorado athletic club 2 $1.33estes park ski resorts 2 $0.05 estes park homes 2 $1.44colorado lake city 2 $1.51 hotels in colorado 2 $3.83rocky mountain colorado 2 $1.37 rocky mountains 2 $1.27colorado central city 2 $1.02 rocky mountain lodging 2 $2.17colorado pikes peak 2 $1.90 rocky mountain cabins 2 $1.28front range colorado 2 $1.47 colarado 2 $1.37colorado buena vista 2 $1.22 colorada 2 $1.43colorado summit county 2 $2.43 colorodo 2 $1.842007 colorado 2 $1.50 rocky mountain cabin 2 $1.15compare colorado 2 $3.04 estespark co 2 $0.05used colorado 2 $2.26 aspen 2 $2.03colorado history 2 $0.36 central city 2 $1.63colorado pera 2 $0.05 rocky mountain 2 $1.01colorado daily 2 $0.05 summit county 2 $1.48colorado business 2 $3.59 keystone 2 $1.93colorado spring 2 $1.75 estespark org 2 $0.052009 colorado 2 $1.29 the estes group 2 $0.05colorado belle 2 $2.80 streamside 2 $1.13colorado events 2 $1.18 springs 2 $2.57colorado sunrise 2 $0.05 swiftcurrent lodge 2 $0.81colorado gold 2 $1.01 white water rafting 2 $3.492008 colorado 2 $1.46 ski resorts 2 $1.59connecting colorado 2 $0.05 mountains 2 $1.19colorado 400t 2 $0.05 front range 2 $1.04estes park colorado motels 2 $2.11 estespark lodging 2 $0.05colorado doc 2 $1.06 estes cabins 2 $0.05winterpark colorado 2 $2.21 stanley hotel estes 2 $1.35ski resorts in colorado 2 $1.59 estes lodging 2 $0.05rocky mountain park 2 $1.28 rocky mountain national park 2 $1.31

Appendix I

May 2010 | 16

Google Sponsored Ad Words

Keywords Estim

ated

Ad

Posi

tion

Estimated Avg. CPC Keywords Es

timat

ed A

d Po

sitio

n

Estim

ated

Av

g. C

PC

estes park colorado 2 $1.65 estes park snowmobiling 2 $0.05estes park 2 $2.05 colorado fly fishing 2 $2.28estes park lodging 2 $1.84 colorado mountain wedding 2 $1.07colorado 2 $2.20 colorado mountain weddings 2 $0.91colorado weather 2 $0.31 estes park mountains 2 $0.05estes colorado 2 $1.62 colorado aspen 2 $2.59estes park cabins 2 $1.08 colorado photos 2 $1.01cabins colorado 2 $1.41 colorado white water rafting 2 $5.75colorado cabin 2 $1.51 snowshoeing colorado 2 $0.39colorado lodge 2 $1.93 colorado camping 2 $0.71colorado ranch 2 $1.63 colorado ski resorts 2 $1.80colorado lodging 2 $3.13 estes park ranch 2 $0.05colorado tourism 2 $1.61 hiking colorado 2 $0.85colorado map 2 $0.89 colorado campgrounds 2 $0.52estes park cabin 2 $1.11 colorado inn 2 $2.92colorado estes park 2 $1.65 colorado photography 2 $2.58colorado maps 2 $1.05 estes park inn 2 $1.56colorado travel 2 $2.79 hotels colorado 2 $3.41estes park lodge 2 $1.24 colorado tourist destinations 2 $0.05colorado rocky mountains 2 $1.04 colorado hotel 2 $3.73colorado mountains 2 $0.84 colorado evergreen 2 $2.31colorado pictures 2 $0.71 tourist attractions colorado 2 $1.95colorado vacation 2 $3.19 rafting colorado 2 $5.10steamboat colorado 2 $3.12 houses colorado 2 $4.00colorado vacations 2 $2.96 honeymoon colorado 2 $1.66map of colorado 2 $0.69 weddings colorado 2 $1.24colorado attractions 2 $1.34 stanley colorado 2 $1.20estes park hotel 2 $2.18 estes park mountain 2 $0.05estes park chamber 2 $1.15 hotels estes park 2 $2.55elk estes park 2 $0.81 colorado getaways 2 $1.80estes park chamber of commerce 2 $1.18 elk colorado 2 $0.90estes park colarado 2 $0.05 colorado honeymoons 2 $1.49colorado park 2 $1.53 colorado wedding 2 $1.64estes park colorodo 2 $0.05 colorado motels 2 $3.43snowmobiling colorado 2 $0.82 weddings estes park 2 $2.13colorado fairplay 2 $1.53 estes park hiking 2 $1.12colorado chamber 2 $0.81 denver estes park 2 $0.05colorado chamber of commerce 2 $0.81 estes park colorado cabins 2 $1.10970 colorado 2 $0.05 wedding estes park 2 $1.55snowmobile colorado 2 $1.41 estes park travel 2 $2.08colorado horseback riding 2 $0.74 restaurant estes park 2 $0.37hot springs colorado 2 $0.94 colorado wine 2 $1.14colorado dillon 2 $2.14 lodging estes park colorado 2 $1.56

Appendix I

May 2010 | 17

Facebook Ads Suggested Targeting Country: United States

Age: 28 – 35

Sex: Women

Relationship: All

Likes & Interests: wine, Colorado, hiking, Rocky Mountain National Park, road trips, camping, wine tasting, day drinking, drinking wine, backpacking, mountain climbing, Estes Park, traveling, Denver

Education: All

Predicted Results Based on the targeting, Facebook predicts that more the ad would have a reach of more than one million people. The cost per click is as much as $0.82, but would likely be less.

For more information and to place a Facebook ad, visit http://www.facebook.com/advertising/.

Appendix II

Estes Park Local Marketing District: Estes Park’s Destination Marketing Organization Page 1 of 3 500 Big Thompson Ave • PO Box 1200 • Estes Park, CO 80517 • 970-577-9900 • 1-800-44-ESTES • EstesParkCVB.com

Estes Park CVB: The Official Estes Park Visitor Information Source.

CVB Stakeholder Advertising Opportunities – 2010 Order Form

Gain exposure and acquire more visitors with Estes Park’sOfficial Visitor Information Source.

How to place your order: • Call 970-577-9900 and ask for Peggy Campbell • Complete this form and mail to the Estes Park LMD, PO Box 1200, Estes Park, CO 80517 • Email your order to Peggy Campbell at PCampbell@Estes.org.

Questions? Call Peggy Campbell at the CVB at 970-577-9900

Business Name: __________________________________________Today’s Date: _________________________ Your Name: _________________________________________________ Title: ____________________________ Best Phone #’s to Reach You: ____________________________________________________________________ Business Physical Address: _____________________________________________________________________ Mailing Address: ______________________________________________________________________________ Business Phone #:________________________________ Alt Phone #: __________________________________ Email (Public Use):____________________________Email (CVB Use):___________________________________ Website: _____________________________________________________________________________________

Enhanced Web Listing: Includes all basic listing fields (business name, address, web link, email, 2 phone numbers, and description) plus top tiered sort, 12 descriptive features, and a clickable photo. In top tier sort, the first listing displayed is random and alphabetical after that so your listing always has the advantage of appearing first or toward the beginning. This results in far greater click through rates to your website than a traditional basic listing. Lodging email Referrals are included with the purchase of a lodging enhanced web listing. Lodging email referrals are generated by visitors requesting information regarding lodging options on EstesParkCVB.com.

Lodging: $395 $____________ Activities, Dining, Transportation: $350 $____________ Real Estate: $250 $____________ Shopping and all other Business Sectors: $200 $____________ TOTAL $__________

Additional Web Listings: Consider purchasing multiple listings if your business fits several web categories such as Lodging/Cabins & Cottages and Lodging/Hotel & Motel. Additional listings are of equal status to primary listing, i.e., opting for a basic free listing allows the purchase of multiple basic listings; opting to upgrade your primary listing to an enhanced listing allows the purchase of multiple enhanced listings. Visit EstesParkCVB.com to view categories that may apply to your business.

Lodging: $175 #__________ $___________ Activities, Dining, Transportation: $150 #__________ $___________ Shopping, all other business sectors: $100 # __________ $___________ TOTAL $__________

Appendix III