TDTD Online Media Plan Slides 2011/12FY

Strategic Overview

Fiscal Year 2010-2011– Broadcast: Celebrity/Tennessee story & Rascal

Flatts/Discover TN Trails and Byways– Print: Niche Messaging & Rascal Flatts/ Discover

TN Trails and Byways– Online: – Discover TN Trails and Byways overall program

and product development with X trails launched

Kate Gallagher

What are we trying to tell them in this slide? What we accomplished in 2010/11?

Strategic Overview

Fiscal Year 2011- 2012– Branding message- In the process of evolving

Kate Gallagher

What are we trying to tell them in this slide?

Marketing Objectives“More Visitors, Staying Longer, Spending

More”

Marketing Objectives

• Drive Tennessee Vacation Guide requests• Drive website traffic to tnvacation.com,

tntrailsandbyways.com and tnvacation’s seasonal websites

• Drive traffic and increase engagement within Tennessee’s social network

• Drive e-mail opt-ins for Tennessee Tourism promotional e-mails

• Drive interest in the T3 Deals Program

Marketing Objectives

• Strengthen and communicate Tennessee’s brand promise of hospitality through memorable experience

• Strategically align the department’s advertising and public relations’ efforts

• Leverage marketing dollars as effectively as possible through co-op marketing programs that create and add value for the industry partners

Economic Conditions

Economic Conditions

• Unemployment rate is still high– As of May 2011 unemployment was at 9.1%– The average from 1948- 2010 is 5.7%– The highest unemployment rate was in 1982 at

10.8%

• Prices in the South up 0.5% over the month and 4.0% over the year

*U.S. Bureau of Labor and Statistics & Trip Advisor- May 2011

Economic Conditions

• However, 85% of travelers are planning leisure trips this summer.– 39% said gas prices will affect their summer plans– 24% of travelers said they will only drive within

200 miles of home– 6 in 10 Americans say that taking a vacation away

from home is important to them– 42% of travelers say they will spend the same

amount as last year; 26% anticipate spending more

*U.S. Bureau of Labor and Statistics & Trip Advisor- May 2011

Travel Marketing Trends

Travel Marketing Trends

• 95% of travelers use the internet to research their destinations.

• Over half of consumers spend 2+ weeks considering destination types. The average person spends 4 hours researching online. They will click 5 ads and visit up to 20 different sites.

• Affordability is second to a family friendly location as the two most important factors in choosing a destination

Travel Marketing Trends• Other important factors in order of importance are:

– Direct flight available– No rental car required– No flight required– Couple friendly– Destination for seniors– GLBT friendly

• Destination shoppers are attentive to email and search offers. They are slightly more attune to email offers.

Target Audience Overview


Who is traveling to Tennessee? – Women are the primary decision-makers for travel– She is a mom, traveling with her family– She is a wife, an empty-nester traveling with her

spouse– She lives within a short driving distance of

Tennessee– Her interests are varied and she looks for

different things to do as she plans her family’s vacation

Target Audience OverviewTravel Decision- Makers

Ind

ex

*MRI- Fall 2010


Ind

ex

Traveling with Children Under 18

*MRI- Fall 2010

Target Audience OverviewTravel Distance for Vacation

Ind

ex

Target Audience

Age

Mode of Travel

Ind

ex


Research– Conversion Study

• Women are still the main decision-makers for travel• The age of our visitors is slightly older than we thought• Household income is slightly higher than we thought• Our audience is more interested in the “Nature and

Outdoors” niche then ever before• Our digitally connect audience spends more travel dollars

when visiting in Tennessee• There is a high interest in the Trails Program


Research– Most recent DKSA study

• 58.3% of visitors come from KY, TN, AL, MS• 20.7% of visitors come from WV, VA, NC, SC, GA, FL

Media Strategies

Media Strategies• Create a holistic media plan• Focus on women 25-54, but test different audience

segments throughout the year, particularly boomers• Leverage the latest targeting technologies• Integrate more cost-per-engagement placements• Utilize more mobile placements• Consider past performance and refine current

partnership• Explore new partnerships- plan to optimize as the

year progresses

Media Plan Overview

Media Plan Overview

Offline– Television- Combination of spot television and

cable, include RFI where available– Radio- Traffic sponsorships– Print- Co-ops and Non Co-op – Theater advertising

Media Plan Overview

Online– Online acquisition generation

• Pay-per-inquiry / co-registration• An acquisition form of media

– Pay-per-Click Search Engine Marketing • On Google and Microsoft (PPC)• An awareness and acquisition form of media

– Display advertising • Banner advertising• A brand awareness form of media

Media Plan Overview

Online– Email marketing

• A conversion and retention form of media

– Social networking• A brand awareness building and retention form of media

– Mobile marketing• An emerging medium that is a conversion form of media

Offline Media Mix

Television $1,358,340

Radio $189,860

Consumer Print Co-op $788,870

Consumer Print Non Co-op $287,039.70

Group Tour Print $24,886.20

Out-of-Home $110,000

Partnership Marketing Program $1,250,000

Contingency $50,000

Total White Thompson Budget $4,132,720.76

Online Media Mix

Display Media Fees $284,000

Media Management $234,000

Pay Per Click Media Fees $105,000

Lead Generation Media Fees $96,000

Email Creative $25,000

ESP Fees $24,000

Mobile Marketing $12,000

Display Creative $10,000

Social Networking Management Tools $2,000

Total Paramore Budget $792,000.00

Media Campaign Shifts


• Broadcast– Drop Little Rock from broadcast buy

• Continues to fall well below top 10 areas as far as visitors coming to Tennessee

– Add Atlanta into the mix with cable• Tap into a large population of people within a short driving

distance of the state

– Add In-State cable to the fall• Over 1/3 of travel in Tennessee comes from within the

state- Ideal place to promote things to do in the area


• Broadcast– Request for Information

• Add this element into the cable buys (where available) to enhance the buy- adds a direct response element to the buy

– Radio- Traffics• Adds a flexible messaging element and support to the

television buys

• Out-of-Home– Cinema advertising

• To support other broadcast efforts


• Print– Cut back on some of the niche print in order to

make the overall mass media stronger • Most people interested in specific niches fall under the

general category of Women 25-54 and will see the Tennessee message in other media

– Add some additional publications to strengthen the niches that we would like to test

• Boomers for example

– Add some additional publications to the list of co-ops to give partners a wider range of price points


• Display– New partnerships include: Outdoor Hub, Meebo,

PGA, Quantcast, CondesNast Traveler, IZEA & Scholastic

• PPC– Include a wider range of calls to action

• PPI– Test new partnerships with e-Miles, PK4 and

React 2 Media


• Email– Continue the existing frequency and strategy but

with updated designs

• Social– Continued presence on all of the social networks

and introduce more frequent Facebook Tabs and social specific contests

Targeting Women 25-54

Women 25-54

• Spot Television– Markets:

• Birmingham, Greenville/Asheville, Huntsville, Lexington, Louisville, Paducah

– Timing:• Will support both fall and spring vacation planning seasons

– Cut back on the number of day-parts purchased:• According to MRI, the highest indexing day-parts against our

Women 25-54 demographic is Early Morning, Primetime and Late News

• By focusing the dollars in fewer day-parts, we can increase our frequency while keeping the reach of our target demographic strong

Women 25-54• Cable Television

– Having a strong cable buy to support the spot television can increase you reach, especially targeting people you might not reach with spot television

– Focus the cable networks to support the Women 25-54 demographic, but also some of our niches, including Food Network, GAC, and ABC Family

– Timing: Cable will run in both fall and spring to support the spot television buy

– Markets:Due to the economic conditions, we recommend doing an in-state fall buy, as well as spring to reach people who may travel within the state

Women 25-54

• Request for Information– Through a pop-up on the TV screen, people can

request a vacation guide using their remote

Women 25-54• Request for Information

– Double opt-in, leads sent for fulfillment every 24 hours

– It has rolled out in Atlanta, Chattanooga, Huntsville, Knoxville, Memphis, Nashville

– Email address will be collected if available and integrated into our email communication path

Women 25-54

• Radio– Traffic sponsorship run across many radio

stations within each market during morning and afternoon drive-time

– Messaging can be flexible– Will support television as another level of

delivering the message to the target audience, increasing frequency

– Is an excellent medium to drive SMS subscribers to T3 and drive traffic to the new mobile website

Women 25-54

• Cinema– As another level of support for the broadcast

messaging, cinema advertising will run in the fall and spring seasons

– According to MRI, Women 25-54 over-index for attending a movie

– 0:30 second spot will run in select markets prior to the movie

• Markets- Atlanta, Birmingham, Greenville-Asheville, Huntsville, Lexington, Louisville, Paducah

Women 25-54Print Co-op- Country Living

- Target: Women’s lifestyle publication, focusing on home decorating, cooking, entertaining, gardening, travel, etc.

- Circulation: 251,639 (20 DMAs within a 250-mile radius of TN)

- Insertion: October, 2011, April, 2012- Added-Value: Inclusion in online and in-magazine travel

request resource, e-newsletter links & e-mail blast- Partner Rate: $1,132- Ad size: 1/6 page

Women 25-54Print Co-op- Garden & Gun

- Target: A lifestyle publication that focuses on travel, sporting, arts & Leisure to readers who live active lives in the South

- Circulation: 225,000 (56% of readers are in the Southeast)

- Insertion: Feb/Mar 2012, Apr/May 2012

- Added-value: Custom content, listing in Live the Life online reader service directory

- Partner Rate: $4,935- Ad size: ¼ page

Women 25-54Print Co-op- O, The Oprah Magazine

- Target: Women’s personal growth guide, featuring health, fitness, careers, relationships, food, home design, etc.

- Circulation: 640,000 (Midwest region- East of Mississippi)

- Insertion: April 2012- Added-Value: Hyperlinked at

VacationFun.com, reader service, hyperlink exposure in e-blast

- Partner Rate: $6,448- Ad size: 1/6 page

Women 25-54Print Co-op- Southern Living (Advertorial Series)

- Target: A lifestyle guide highlighting foods, travel, home & gardens in the South

- Circulation: 1,590,000 (TN, GA, FL, NC, SC, AL, MS, KY, OH, IN, IL, MI, WI)

- Run 2x two-page spreads, 2x four-page spreads- Insertion: March 2012, April 2012, May 2012, June

2012- Added-value: Discounted rates, bonus spread ad in Best

of Southern Living, reader service, SouthernLivingvacations.com travel planner every month, 2x Travel Newsletter sponsorship, 1 Featured Advertiser listing in-book


Women 25-54

- Southern Living (Travel Directory- TN Co-op)- Target: A lifestyle guide highlighting foods, travel, home

& gardens in the South- Circulation: 1,345,000 (South Central & South Atlantic

regions) - Insertion: 3x in October 2011- Added-value: Readers service in-book and online- Partner Rate: $5,650- Ad size: 1/6 page

Print Co-op

Women 25-54

- American Profile- Target: Regionally focused, distributed in local

newspapers. Editorial focuses on people, places and experiences of hometowns across America. Specifically distributed to C & D counties.

- Circulation: 2,100,000 (all newspaper partners within 250-mile radius of TN)

- 4-page pop-up unit - Insertion: Mid-October 2011- Added-value: Editorial integration in “Happenings”, one

edit feature in American Profile that includes a Tennessee destination, (1) online promotion page integrations (Town Square section)

Print Non-Co-op

Local Reach

Local Reach

Display

- Publishing Group of America- Newspaper partner sites (Publisher’s Group of America)- Investment: $8,333- eCPM: $8.33- Flight Dates: September- November 2011- Impressions: 1,000,000- Monthly Unique Visitors: 3,000,000- % of the audience that is female: 54%

Local Reach

Display

- Publishing Group of America- Publishing Group of America partners with the local

newspaper sites in each community- Tennessee has the opportunity to run their digital ads

in these more personal environments - This will also aid in the message recall as readers will

see the print ads in American Profile and Relish and then seeing the digital ads on their local website will reinforce the message

Culinary

Culinary

Print Non-Co-op- Relish

- Target: Dedicated to celebration of America’s love of food. Features on cooking, dining & entertaining

- Circulation: 2,261,000 (newspapers within a 250-mile radius of TN)

- 4-page pop-up unit- Insertion: April 2012- Added-Value: Edit feature in Relish

Magazine that includes a TN destination or attraction, online promotion page integration (Edibles)

CulinaryDisplay- Relish.com- Publishers Group of America

- Culinary-focused- Investment: $8,333- eCPM: $8.33- Impressions: 1,000,000- Flight Dates: September-

November 2011, March- May 2012

- Monthly Unique Visitors: 44,000

- % of the audience that is female: 92%

CulinaryDisplay- Relish.com- Publishers Group of America

- Readers of Relish.com took an average of 3 domestic trips in the last year

- They do not go alone, but rather with their spouse and children- The traffic on this site is not as large as many culinary sites,

affording Tennessee a more robust presence. - Relish will offer editorial integration.- Relish will place promotional listing that will serve as

additional traffic drivers to tnvacation.com- The total Publishers Group digital package is dynamic,

including social and SMS opportunities- The SMS opportunities will be geared towards building the T3

mobile database- Having a digital presence, in addition to a print presence will

build a strong message with the audience.

Baby Boomers

Boomers

Digital- ThirdAge.com- Publisher’s Group of America

- ThirdAge is a Baby Boomers destination for women- Investment: $8,333- eCPM: $8.33- Impressions: 1,000,000- Flight Dates: September- November 2011, March- May 2012- Monthly Unique Visitors: 3,000,000- % of the audience that is female: 54%- A presence on Third Age will allow Tennessee to test the

Boomer market that emerged as an active segment in the conversion study

- Readers of ThirdAge.com took an average of 3 domestic trips in the last year

Boomers

Print Non-Co-op- Travel 50 & Beyond

- Target: Only national paid subscription magazine targeting boomer/ senior market with travel ideas and tips

- Circulation: 110,000 (40% of circulation is in the South)- Insertion: Winter 2011, Spring 2012, Summer 2012- Added-Value: Premium positioning upgrade, bonus ad

Targeting the Travel Niche

Travel

Print Co-op

- AAA Go Magazine- Target: AAA member households in North and South

Carolina- Circulation: 1,100,000- Insertion: March/April 2012- Added-Value: Reader service to full circulation of AAA Go

Magazine, free events listing with photos and travel brochure download on www.eventsanddestinations.com


http://www.eventsanddestinations.com/

Travel

Print Co-op

- AAA Going Places- Target: AAA member

households in Florida, Georgia and Tennessee

- Circulation: 2,569,954- Insertion: March/April 2012- Added-Value: Custom

advertorial, 2 premium online display ads on AAA.com and AAA.com/GoingPlaces, reader service


Travel

Print Co-op

- AAA Living- Target: AAA member households

in Illinois and Northern Indiana - Circulation:525,487- Insertion: March/April 2012- Added-Value: Reader service,

AAA office labels- Partner Rate: $3,333- Ad size: 1/6 page

Travel

Print Co-op- AAA Home & Away/ AAA Journeys

- Target: AAA member households in Miami Valley, OH (Dayton), Cincinnati, OH

- Circulation: 432,788- Insertion: March/April 2012- Added-Value: Reader service , online

contest, all leads generated from contest sent to partner, minimum 50,000 e-mails sent to AAA about contest, banner on www.homeandawaymagazine.com and www.aajourneys.com for 2 months


http://www.homeandawaymagazine.com/

http://www.aajourneys.com/

Travel

Print Co-op- America’s Best Vacations

- Target: Newspaper readers within the geographic area of TDTD’s target

- Circulation: 700,000 (AL, GA, KY, MS, NC, SC, TN, VA)

- Insertion: April 2012- Added-Value: Banner ad at the top of

every page in the TN section, ½ page editorial, 3 million impressions on ad network, 3,000 guaranteed leads


Travel

Print Co-op- Budget Travel

- Target: How-to travel guide for the leisure market. Editorial provides ideas, tips and reader generated content

- Circulation: 131,000 (AL, AR, FL, GA, LA, MS, OK, TN, TX)

- Insertion: April 2012- Added-Value: In-magazine and

online reader service, leads bi-weekly via email


Travel

- STS FSI- Explore the Southeast (Madden)- Target: Newspaper readers within TDTD’s

target market, interested in travel ideas- Circulation: 1,050,000 (distribution in 27

newspapers)- Insertion: March 25, 2012- Added-Value: Listing for all partners on

VacationFun.com, lead generation, participation in electronic magazine blast, sweepstakes sponsor, bonus distribution to regional AAA offices


Print Co-op

Travel

Print Non-Co-op- USA Today Winter Travel Guide

- Target: People looking for information on winter travel destinations

- Circulation: 1,000,000- Insertion: October 2011

Travel

Display- TripAdvisor

- TripAdvisor reaches people actively searching for vacation ideas and all throughout the planning process.

- Investment: $45,000- eCPM: $16.00- Impressions: 1,700,000- Flight Dates: August 2011- June 2012- Monthly Unique Visitors: 40,000,000- % of audience that is female: 51%

TravelTrip Advisor

- In March through May 2011, more than 1.6 million people used TripAdvisor to plan trips to TN

- In 2010/2011, TripAdvisor had a 0.20% click through rate and the site brought in 41% of total print guide requests.

- Tennessee will renew the successful exclusive sponsorship of the Tennessee dedicated DMO page, which provides a plethora of resources to people who are researching Tennessee

- Additional TripAdvisor inventory will be targeted to Tennessee content and as an extension for next year, targeted to competitive markets (NC, SC, VA, GA) and geo-targeted to people in the TN tourism footprint.

- Tennessee will also have a presence on the Tennessee pages of VirtualTourist, a TripAdvisor property

Display

TravelDisplay- Orbitz

- Orbitz is the second largest online travel agent. - Investment: $40,000- eCPM: $12.00- Flight Dates: July 2011- July 2012- Monthly Unique Visitors: 9,900,000- % of audience that is female: 51%

TravelOrbitz

- 1 in 5 travelers don’t know where they are going when they visit an OTA. In 2010/2011 the Orbitz banners received a .10% click rate- which is above the industry standard CTR of 0.09%

- The share of voice on Orbitz ranges from 17% to 76%- Learnings from last year have been applied so that only the

most effective placements will continue and new targeting tactics are being introduced

- Tennessee will have a presence in the deals section, in the Family, History, Music, Outdoor, Food & Wine and

- Girlfriend Getaways Travel Guides and in confirmation emails that are sent to people after they book a stay in Tennessee

- The confirmation emails will be focused on increasing travel to partner attractions while they are in TN

- Orbitz offer innovative social opportunities that may be integrated into the plan

Display

TravelDisplay- Travel Channel

- TravelChannel.com is a premiere travel site dedicated to supplement the TV Travel Channel with additional information

- Investment: $10,000- eCPM: $19.00- Flight Dates: August 15- September 15, 2011 and in March

2012- Monthly Unique Visitors: 1,500,000- % of audience that is female: 58%- The Travel Channel site has additional niche target content

sections that appeal to specific travelers including history travel with information on specific battle sites.

- In 2010/ 2011 the Travel Channel 300x600 & 300x250 banners did really well with click rates of 0.2% compared to the industry average click-through-rate of 0.09%

TravelDisplay- Video Globetrotter

- VideoGlobetrotter.com is a site where people can explore videos about different travel destinations

- Investment: $1,000- eCPM: $14- Flight Dates: July 2011- June 2012- Monthly Unique Visitors: 457,000- % of audience that is female: 89%- VideoGlobetrotter has been a partner for the past 3 years- Offering video allows the travel planner to have a more rich

experience- Last year the site generated an average of 6,000 video

downloads a month.

Family Travelers

Family TravelersPrint Co-op

- Family Circle/ Parents- Target:

- Family Circle- Presents ideas & advice for raising healthy, happy kids, promoting wellness, creating comfortable home, nurturing relationships.

- Parents- Helps parents understand issues & challenges important to them.

- Circulation: 1,214,000 (AL, MS, TN, KY, FL, GA, SC, NC, VA/WV)

- Insertion: April/ May 2012- Added-Value: In-book and online reader service- Partner Rate: $6,966- Ad size: Large Brochure

Family TravelersPrint Co-op

- Family Travel Insert (Compass Marketing)- Target: Magazine insert running in Ladies Home Journal,

Better Homes and Gardens, Family Circle and More- Circulation: 1,000,000 (AL, FL, MS, TN, GA, TX, LA, OH,

KY, NC) - Insertion: Feb/ Mar 2012- Added-value: Readers service in-book and online, partners

receive an enhanced listing with URL and phone- Partner Rate: $6,500- Ad size: 1/6 page

Family Travelers

- Scholastic Parent & Child- Target: Source of information, advice and

inspiration for the involved parent. - Circulation: 265,000 (TN and eight

surrounding states)- Insertion: April 2012- Added-Value: Reader service, inclusion in

Family Favorites page on a national level

Print Non-Co-op

Family TravelersDisplay

- Scholastic- Scholastic reaches the core, “mommy” travel

planning audience - Investment: $6,250- eCPM: $62.50- Impressions: 100,000- Flight Dates: TBD- Monthly Unique Visitors: 5,000,000- % of the audience that is female: 67%- Layering in a digital element with the Scholastic

audience who will see the print ads will be a nice compliment.

- There will be 8 different email sends, to 8 different geographic markets. This will allow Tennessee to test interest in different markets.

Groups

Groups

Print Co-op- Destinations

- Target: Distributed to members of the American Bus Association, targeting motorcoach and group tour operators

- Circulation: 6,495- Insertion: September/October 2011,

March/April 2012- Added-Value: ¼ page editorial for every

2 pages of co-op, banner ad on homepage of buses.org

- Partner Rate: $725- Ad Size: 1/6 page

GroupsPrint Co-op

- Going on Faith- Target: Published as a news and

idea source for travel directors for churches and similar religious groups

- Circulation: 6,000- Insertion: Feb/ Mar 2012

(retreats), Apr/ May 2012 (The South)

- Added-Value: 3 banner ads in their bi-monthly e-newsletter

- Partner Rate: $284 - Ad Size: 1/6 page

Groups

Print Co-op- Group Tour Magazine

- Target: Provides information and planning resources for the group travel professional.

- Circulation: 15,000- Insertion: March 2012, May 2012- Added-Value: Bonus advertorial

with each ad, in-book and online reader service, banner ad on TN state supplier search results page

- Partner Rate: $999- Ad Size: 1/6 page

Groups

Print Co-op

- SYTA Teach & Travel- Target: Distributed to qualified educators and student travel

planners- Circulation: 40,000- Insertion: May 2012- Added-Value: Discounted rates - Partner Rate: $945- Ad Size: 1/8 page - 8 partners needed

Groups

Print Non-Co-op

- ABA Motorcoach Marketer- Target: Annual directory distributed to members of the

American Bus Association- Circulation: 5,000- Insertion: Annual- November- Not available for Co-op

Groups

Print Non-Co-op

- NTA Membership Directory- Target: Annual directory

distributed to members of the NTA- Circulation: 4,127- Insertion: Annual- March - Not available for Co-op

Heritage/Culture Niches

Heritage/Culture Print Co-op- American Road

- Target: Chronicle’s America’s historic highways, events & everything associated with those highways.

- Circulation: 22,000 (newsstands, subscription, military bases)

- Insertion: Fall 2011, Spring 2012- Added-Value: 1/6 page ad in themed co-op

sweepstakes section, annual listing on website, featured event of the month on website, e-blast, social networking post, mobile text, classified ad e-newsletter

- Partner Rate: $435- Ad size: 1/6 page

Heritage/Culture Print Co-op- Blue Ridge Country

- Target: Features heritage, beauty & culture of the Appalachian Mountain region

- Circulation: 91,000 (92% of circulation is in the SE)- Insertion: March/ April 2012- Added-Value: Online presence, editorial (will include

editorial on Tennessee in every issue for 2010/2011), email blast sponsorship, lead generation, premium position, custom advertorial


Heritage/Culture

Print Co-op- Oxford American

- Target: Literary magazine, focusing on the South- Circulation: 55,000 (57% of circulation is in the South)- Insertion: Winter 2011, Summer 2012- Partner Rate: $800- Ad size: 1/6 page

African American Targeting

African AmericansPrint Non- Co-op

- Pathfinders Travel- Target: Editorial is written for upscale

African American audience looking for information on travel

- Circulation: 100,000 (majority of readers East of Mississippi)

- Insertion: Winter 2012 (Family Vacation), Spring 2012 (Vacation Planning Guide)

- Added-Value: Bonus insertion, 3 months top banner on website, presence in e-newsletter for 9 months

African AmericansPrint Non- Co-op

- Pride Publishing- Target: African Americans through

community newspapers- Circulation: 290,671 (10 different

newspapers)- Insertion: September 2011, April

2012- Added-Value: Bonus editorial (4x) to

run throughout 20 different newspapers in surrounding areas

Music Targeting

Music

• GAC Sponsorship– Smaller sponsorship this year in offline although

the online partnership is larger– Reaches a national audience, though majority of

viewers are in the South– Focus on 0:30 spots in the fall and spring vacation

planning seasons

Music

Display- GAC.com

- Visitors of GACTV.com are country music enthusiasts making them more likely to have an interest in visiting Tennessee

- Investment: $30,000- eCPM: $6.33- Flight Dates: September- November 2011, March 5- June 4

2012- Impressions: 4,540,000- Monthly Unique Visitors: 359,000- % of the audience that is female: 48%

Music

Display- GAC.com

- In 2010/ 2011 the 300x250 banners received a 0.26% click-through-rate compared to the industry average of 0.09%

- In Spring 2012, GAC will be offering viewers a chance to win $1,000 every week by watching the Top 20 Count Down.

- Viewers will have to long on to GACTV.com to enter to win. Tennessee has the opportunity to sponsor this event.

- With this, Tennessee will receive a robust sponsorship that includes pre-roll, eNewsletters, banners and logo entitlement

Music

Display- Pandora

- #1 online radio site and ads are only served when a user is actively engaging with the interface so the impressions are not wasted

- The Pandora buy will be focused on mobile banners running on the iPhone and Android

- The banner creative will also offer a call to action to sign up for email which will drive incremental database growth

- In 2010/2011 the iPhone banners received an incredibly high click-through-rate of 4.2%

Music

Display- Pandora Details Needed

Targeting Hand Raisers

Hand Raisers

Display- Meebo

- Investment: $25,000- eCPM: $12.50- Flight Dates: August 2011- June 2012- Estimated impressions: 2,000,000- Engagements: 33,951- Monthly Unique Visitors: 80,000,000- % of audience that is female: 50%

Hand Raisers

Display

- Meebo- The Meebo solution is priced on a cost-per-engagement

model, so you only pay when someone interacts.- Additionally, the impressions needed to generate the

engagement are free- Once the ad unit is engaged with a 900x400 ad experience

appears. The large canvas can house video, interactive content and more

- There are prominent social sharing buttons which makes viral distribution seamless.

- The average interaction time is 40 to 60 seconds.

Hand Raisers

Display- IZEA

- IZEA connects social media publishers with advertisers through a cost per engagement platform

- Investment: $15,000- eCPM: $1- Flight Dates: July & August 2011, March & April 2012- Engagements: 15,000- Monthly Unique Visitors:12,000,000- % of audience that is female: 50%

Hand Raisers

Display- IZEA

- The recommended placement is a sponsored picture or video. - Tennessee will be charged when someone clicks through

tnvacation.com or when someone shares the link with their social networks via Twitter or Facebook.

- The ads will be targeted to country music celebrities, women 25-54 and by geography.

- IZEA will help drive organic social media discussion through the social share icons in the ad unit.

“Look Alike” Targeting

“Look Alike” Display

- Quantcast- Quantcast has visibility into all 230 million US internet users.

With this data they have real time understanding of the interested and intents of individual Internet users.

- Investment: $20,000- eCPM: $4.00- Flight Dates: September- November 2011, March- May 2012- Impressions: 5,000,000- Quantcast will cookie the TN Vacation converters and build a

profile to understand what makes them unique and then target similar people across the Internet

- In a publisher case study, one hotel chain was able to drive twice the amount of bookings using Quantcast versus other display partners

High Income Targeting

High IncomeDisplay

- Concierge.com- Concierge.com is the online destination for CondeNast

Traveler. It combines the best of editorial with interactive planning tools and destination guides.

- Investment: $20,000- eCPM: $15.00- Flight Dates: September 2011 & March 2012- Monthly Unique Visitors: 1,100,000- % of the audience that is female: 44%

High IncomeDisplay

- Concierge.com- The average HHI for a Concierge.com

website visitor is $94,000, so this will be a perfect test of the higher income audience that was identified in the conversion stud

- The recommended schedule is robust and highly targeted. The program includes a home page take over, 100% SOV of the Family and Budget Guide, Inventory in the Southeast Destination pages, Geo-targeted run-of-site ads in addition to mobile ads

Nature and Outdoors

Media Plan- Outdoor

Display- Outdoor Hub Network

- Outdoor Hub reaches people interested in camping, hiking, hunting and fishing

- Investment: $25,000- eCPM: $20.00- Impressions: 1,250,000- Flight Dates: September-

November 2011, March- May 2012- Monthly Unique Visitors:

11,000,000- % of the audience that is female:

44%

Media Plan- Outdoor

Display- Outdoor Hub Network

- Outdoor Hub visitors research and plan their vacations on the sites within the network

- Outdoor Hub offers high impact placements at competitive prices and has the ability to optimize on a daily basis

- Tennessee will run video dashboard ads. The ads will be anchored to the bottom of the screen and remain fixed as the user browses content

Display

Display

• Strategy– Build Tennessee’s brand online by reaching

potential visitors in multiple environments across the web

– Extend the reach to people who aren’t actively searching for Tennessee

– The media planning philosophy this year was to take the best of past partnerships and explore new partnerships that take advantage of the latest targeting, engagement and social sharing technologies

Display

• Strategy– Paramore aimed to sustain healthy buys with

each partner in order to achieve a greater impact rather than spreading the dollars across multiple partners, making a smaller impact

– The on-going strategy with display is to track the progress as the months progress and to refine the buys, increasing ROI

Display

• Display- Goals– 25,775,000 impressions– 45,951 engagements– 33,787 click throughs (0.15% click rate)

• Industry average is 0.09%

– 27,000 homepage view throughs (0.10%)– 1,689 vacation guide downloads (5.0% of clicks)

• Investment- $284,000• Estimated Cost-per-Thousand- $11.30

Display Co-op

Display Co-OpExclusive campaignThe state’s annual commitments will be increase 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. Avoid expensive site campaign and monthly minimums.

Display Co-op

For a partner to participate, it is mandatory that they provide their own banner creative.

Paramore will be available as needed for creative consultation and recommendations.

Pay-Per-Click/Search


- Pay-per-click is a form of online media in which you target keywords on the search engines and serve short text ads. Search engines are used by 6 in 10 travelers

- Investment: $105,000- Flight Dates: The search ads will run the full fiscal

year. - Budget allocations will shift seasonally.

2011/2012


Partners: - Google has 83% market share- Microsoft, which is comprised of Bing and Yahoo search, has

11% market share- Partnering with both search engines gives TN coverage of 94%

of searches performed.

2011/2012


Strategy:- Historically, the primary call to action was the vacation guide

download, regardless of what keyword search was performed- Paramore recommends a shift towards ads that speak more

directly to person’s particular search and that link to more specific pages on tnvacation.com-

- This will not effect total traffic levels to the site, it may lower the vacation guide conversions

- However, people may not need to request the guide if their question was answered through a strong search experience

- PPC affords great flexibility and timely results

2011/2012


2011/2012Strategic Calls to Action

- The call to action on general Tennessee terms will remain the vacation guide download.

- Calls to action to sign up for email and T3 will play a part- Seasonally, traffic will be sent to seasonal sites- An effort will be made to promote timely events and

initiatives. - For example, it may be necessary to integrate ads

promoting the new blogs once those are live.


2011/2012Metrics of success:

- The primary metric of success will be traffic to the site- Once people arrive on the site, the time on the site will be

measured; this will gauge the engagement and interest of paid search traffic

- Total vacation guide downloads and email sign ups will also be tracked


Google- Click goal: 128,571- Cost per click goal: $0.70- Cost per conversion goal: $5- Positioning goal: 1-3- Investment: $90,000

2011/2012


2011/2012

Microsoft- Click goal: 25,000- Cost per click goal: $0.60- Cost per conversion goal: $3- Positioning goal: 1-3- Investment: $15,000

Pay-Per-Inquiry

Pay-Per-Inquiry

2011/2012- Online pay per inquiry is a form of online media in

which someone chooses to receive Tennessee Tourism emails and requests an official Tennessee Tourism Vacation Guide via co-registration with other offers.

- Investment: $95,000- Goal number of leads/inquiries: 88,456- Goal Cost per Inquiry: $1.08

Pay-Per-Inquiry

2011/2012Strategy:

- We will partner with high quality websites that can deliver not only a volume of inquiries, but also highly qualified acquisitions that will transition into loyal TN visitors

- We will continue to use vendors that have the ability to geo-target campaigns in order to reach those most likely to visit Tennessee

- Also, we will continue to work with vendors to credit any duplicate email addresses (people that have already signed up for TN Tourism emails) in order to make the most out of the investment

Pay-Per-Inquiry

2011/2012- Budget: $116,000- Goal Inquiries: 77,336

- Delivered leads through mid-June: 73,116- Left to receive from contract: 4,220

- Average Cost Per Lead: $1.30- Partners:

- MyPoints- Best Fit Media- Orbitz- TravelInformation.com - TravelGuidesFree.com

Pay-Per-Inquiry

MyPoints-MyPoints is a points based website in which users search for offers they are interested in and receive points in return for their interes-MyPoints can deliver high volume and has proven high quality and on average MyPoints leads generate a 21% open rate and 17% click-through-rate on our email campaigns- Volume: 20,000- Cost Per Acquisition: $1.00- Total Investment: $20,000

2011/2012

Pay-Per-Inquiry

2011/2012 - Best Fit Media

- Best Fit Media is a vendor that handles high quality lead generation websites including Trails.com, Travels.com, Southwest Airlines and Fishingworks.com. Best Fit leads currently generate an 18% open rate and a 17% click-through-rate on our email campaigns.

- Volume: 7,500- Cost Per Acquisition: $2.00- Total Investment: $15,000

Pay-Per-Inquiry

2011/2012 - Travel Guides Free

- Travel Guides Free is a place where users go to get the most up to date travel brochures

- These are relatively cheap acquisitions that come in at a constant volume throughout the year

- They currently generate email open rates of over 26% open rate email click-through rates over 29%


Pay-Per-Inquiry

- TravelInformation.com- A website dedicated specifically to people looking for free

travel guides- The volume on this site is small, but the acquisitions are

highly relevant- Emails sent to TravelInformation.com leads have open rates

higher than 26% and generate email click-through-rates over 29%


2011/2012

Pay-Per-Inquiry

- Orbitz / Away / Cheap Tickets- Orbitz, Cheap Tickets and Away are online travel agencies in

which users book travel arrangements. - When someone books travel to Tennessee, they are given the

option to request a Tennessee Vacation Guide and opt-in to Tennessee emails

- Orbitz has a lower volume of 500 acquisitions for the year, but their lead generate high open rates of over 18% and email click-through-rate of over 20%

- Volume: 500- Cost Per Acquisition: $2.00- Total Investment: $1,000

2011/2012

Pay-Per-Inquiry

2011/2012 - e-Miles (New Partner)

- e-Miles is a loyalty program that partners with large airlines and Hilton Hotels who give e-Miles access to their members through an invitation to join e-Miles

- By joining e-Miles, members are rewarded with e-Miles currency for the time they spend engaging with ads.


Pay-Per-Inquiry

2011/2012 - React2Media (New Partner)

- React2Media is a new partner that manages the offers for such travel websites as Travel Zoo and NYTimes Travel


Pay-Per-Inquiry

2011/2012 - PK4 Media (New Partner)

- PK4 Media is a network that manages sites such as WeeklySauce.com and HealthDailyOnline.com

- These family oriented and female heavy site partnerships will be tested this year to see if they will be responsive and converted to visitors (casting our net beyond travel focused Pay-Per-Inquiry partners)

- Volume: 13,636 vacation guide requests- Cost Per Acquisition: $1.10 per request- Total Investment: $15,000

Pay-Per-Inquiry

Potential PPI Co-Op- A portion of the state’s annual commitments with lead generation partners will be available to partners to buy into a co-branded lead generating offer with Tennessee.

- Partners benefit from record low cost-per-lead rates and avoid expensive site campaign and monthly minimums. Sign up to receive email from state of Tennessee

and Dollywood and receive a FREE Tennessee Travel Guide!

Mobile Marketing

Mobile Marketing

2010/2011 Recap - Budget: $18,000

- Database size:- Total: 2,684- Active: 1,427

- Messages sent: Each week we send a T3 deal message to our Mobile Database

- Vendor Used: Crosslink Media

Mobile Marketing

2011/12- Waterfall Mobile: Brings new capabilities to gain

subscribers and our strategy is focused on mobile interaction across all platforms.

- Budget: $12,000- Goal Database Amount: 5,000 mobile opt-ins- Suggested mobile messages:

- Weekly T3 deal messaging- Follow-up messaging promoting links to the Tennessee

mobile site

Mobile Marketing

2011/12- Key Features include:

- Widgets available to collect SMS sign ups via tnvacation.com & social networks

- Plug-ins that allow us to capture demographic information of our subscribers

- Integration with Email Service Provider (TBD in Fall 2011)- Follow-up messages (that occur after the subscription

confirmation message)- Text to win sweepstakes to integrate with our seasonal trip

contests

Email Marketing

Email Marketing2010/ 2012 Recap- Email campaigns sent:

- 10 COOP Emails- 4 Quarterly Seasonal Emails- Reactivation Email (Increase response rates dramatically)- Civil War Sesquicentennial Invite- 18 Tennessee Travel Tuesday Emails- Vacation Guide Announcement - Trails Invites

- Investment: $27,000- Number of emails opened: 835,167- Number of clicks: 131,260

2010/2011 FY Email Creative

Email Marketing

2011/ 2012

The Tennessee Tourism email marketing campaign is a consistent driver of conversions and also retains previous Tennessee visitors by engaging them in a monthly conversation with Tennessee.

Email Marketing2011/ 2012- Strategy

- Continue to maintain the monthly email marketing campaign- Focus this year’s marketing efforts on maintaining good

response rates and providing relevant content through quarterly seasonal emails and updating the design for Co-op emails

- Continue to promote the T3 program through email and continue to track vacation guide download conversion tracking that was implemented June 2011

Email MarketingEmail- 2011/ 2012- Strategy

- Continue to support the Tennessee Trails & Byways initiative by sending trails invitations for each upcoming event

- Implement a Reactivation Email to inactive subscribers to increase response rates and reallocate budget to purchase new, high quality leads

- Goal: 27 eNewsletters

Email Marketing2011/ 2012- Email Types:

- Trail Invitations: Pie in the Sky, Top Secret, Screaming Eagle, Great River Road, Tanasi, Promised Land, Cotton Junction, Tennessee River, Ring of Fire, Rocky Top

- 4 quarterly/ Seasonal eNewsletters- 1 Vacation Guide Announcement - Reactivation Email- Miscellaneous Promotional Emails- 10 Co-op emails

- Investment: $25,000 in email transition depending on approved strategy

Email Marketing2011/ 2012- Co-op Email Marketing

- Will feature a new design- Will have content wells dedicated to deals and events- Will deliver monthly

Social Networking

Social Networking

2010/2011 Recap- Facebook: 49,728 Fans- Twitter: 4,599 Followers- YouTube: 95,606 video views- Investment: $60,000

Social Networking2010/2011- New this year:

- Create quarterly Facebook tabs to support Tennessee initiatives and events

- The Discover Tennessee Trails & Byways Facebook groups will be converted into Fan Pages and we’re moving in the direction of having trail leaders manage each page with Paramore’s supervision

- HootSuite will be used to provide a better view of social spaces and powerful analytic tools

Social Networking2011/2012 Plan- Goals:

- Run a Fall Social Contest and promote smaller contests/ sweepstakes throughout the year

- Continue to increase fan loyalty and fan page engagement and feedback

- Investment: $60,000

Social NetworkingPotential Social Co-Op- Tennessee Department of Tourist Development and the Co-Op partners who are participating on the social networks will have an opportunity to mutually promote each other through a social co-op program on Facebook and Twitter

- To make the most out of this partnership, TDTD and each co-op partner would be required to ReTweet or RePost each other once a week for the set period of time.

2011/2012 Metrics For Success

Hierarchy of Goals

• Visitation• Print Vacation Guide Requests• Electronic Vacation Guide Requests• Calls to the 1-800 #• Website Traffic• Email Opt-ins• Social Engagements• Brand Sentiment

Documents

TDTD Online Media Plan Slides 2011/12FY