Wisconsin Department of Tourism

OUR TEAM

Jake Albers

Milena Swanson

Eric Ricafrente

Molly Mullane Virginia Sanchez

John Wrend

At in Bloom, we strive to meet client needs through ideation and client collaboration. We make

the complex simple. Not only do we set up our clients for success, but we continue to nurture their growth

throughout the process as their needs develop and change.

In Bloom understands that you want original ideas. We concept them strategically, and follow through creatively. We develop campaigns that incorporate our clients'

founding history while also launching their future goals.

Our mission is to pair our clients' needs with our resources. We find innovative ways to connect our client to their desired audience. Let us foster your growth and

develop a strong connection with your consumers.J a k e A l b e r s

jake1albers@gmail.comwww.linkedin.com/in/jakealbers

-Video Production, Editing-

V i r g i n i a S a n c h e zvirginia.sanchez83@gmail.com

www.linkedin.com/in/virginiasanchezsanchez-Graphic Design Strategist-

M i l e n a S wa n s o nmilena.swanson@gmail.com

www.linkedin.com/in/milenaswanson-Media Planning, Account Planning-

Lauren Dubuque

L a u r e n D u b u q u elauren.g.dubuque@gmail.com

www.linkedin.com/in/laurendubuque-PR and Social Media-

E r i c R i c a f r e n t eericafrente11@gmail.com

www.linkedin.com/in/ericricafrente-Media Planning, Account Planning, Design-

M o l ly M u l l a n emolly.mullane@gmail.com

www.linkedin.com/in/mollymullane-Research-

Denelle Brown

D e n e l l e B r o w ndenelle.brown.db@gmail.com

www.linkedin.com/in/denellenbrown

-Graphic Design-

J o h n W r e n djohn@manifestoagency.com

www.linkedin.com/pub/john-wrend/6a/638/652

-Copywriter, Chief Storyteller-

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TABLE OF CONTENTSSituation Analysis

Marketing & Advertising HistoryCompetition

Target MarketConsumer Profile

Secondary ResearchPrimary Research

SWOTStrategic Plan

MicrositeMedia Scan

Media Schedule

CreativePublic Relations

BudgetAppendix

Thank You

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In the past fifteen years, the state’s Department of Tourism has tried to pinpoint the very specific characteristic that makes Wisconsin a unique travel destination. Wisconsin agencies have implemented slogans and campaigns like “Life’s So Good,” “Live Like You Mean It,” and “Escape to Wisconsin.” With each of these slogans, In Bloom felt as though Wisconsin was promoting an askew idea of reserve. We plan to entice our audience not reserve from where they are escaping from, but where and what they are escaping to: Wisconsin.

In order to achieve relaying this message rich in pathos with the goal of matching vacationers with a weekend or longer getaway, In Bloom’s media plan will pinpoint an audience in the neighboring states coinciding with our research and equip them with the tools necessary to procure their own cherished memories from a Wisconsin vacation. Whether the tourists are filled with adrenaline, looking to unleash their competitiveness, or just trying

to spend a relaxing time with family, there is one thing everyone looks for in a vacation. In Wisconsin, they’ll find it. We’ll prove it.

Our plan of attack: develop a one-year communications plan that will transition Wisconsin's identity of 'fun' to an experience personal to whomever is vacationing in Wisconsin. By having a firm understanding of our own message stemming from roots based in TV, print, radio, and outdoor, we believe our message will be so much more than an empty platitude. For each medium we have carefully selected our message so that it will be at the peak of effectiveness. From the sincere to the outrageous, our creatives have developed messages and stories worth a second look. All components of our campaign will specifically focus on the spring season. However, to allow for campaign mobility, we will also account for and include elements of the other seasons to make it fully and easily accessible year-round.

The Wisconsin Department of Tourism targets Wisconsin, Minnesota, Michigan, Illinois, and Iowa. Of all the visitors in 2011, 60% concluded they would be highly likely to recommend Wisconsin as a travel destination. The current television and print ads being run during the 2013 winter season have an underlying message of a sophisticated silliness

Executive SummarySITUATION ANALYSIS

MARKETING & ADVERTISING HISTORY

Value and experience become a double-edged sword in that an adventure may be crippled by

this notion, but for Wisconsin, it should be a springboard.

0

in 2010, 89% of travelers of all marketable overnight trips taken in wisconsin came from a five state area

of all day trips over the past two years have been comprised of people from these states as well

Most travellers come from the following cities:

97%

Wisconsin - a hub for arts, music, dining, and entertainment. It is a land rich in destinations and lakes, consisting of more breweries within a 25-mile radius than anywhere else, and most importantly a land that plays home to the eternal optimist. These local eternal optimists respect Wisconsin’s rich history with reverence usually reserved for celebrities, moguls and saints. The inherent pride instilled in everything

Wisconsin. Wisconsin is not a highly sought after entity as a spring travel location, but it has everything available for everyone. While in Wisconsin, one can accomplish and do anything. In Bloom seeks to align Wisconsin with that measurable value in a world where getting the biggest bang for your buck correlates to a more valuable form of cultural currency: fun.

derived from the foundational idea of balancing experience and value. Value and experience become a double -edged sword in that an adventure may be crippled by this notion, but for Wisconsin, it should be a springboard. The target markets are only a gas tank away from Wisconsin and one can achieve any desired niche experience well within these limits.

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TARGET MARKETTribune Media Group

North/North Shore Chicago Home of the Affluent Chicago Suburbanite

• Population: ~ 500,000 (Adults 18+)• High Household Incomes (53%

$75k+)• Money to spend and save, but

appreciate a deal. • Connected to their communities

SUBURBAN MOMS AFFLUENT ADULTS

• Vacation at least twice a year• Takes advantage of their urban

playground of restaurants, arts and culture to the south.

• Age:40-55• Theyarethrifty:Twiceaslikelytoshopaffordable

(OldNavy,TJMaxx,Sam'sClub,etc.).• DIYmom:craftymomsthathaveshoppedatan

arts&craftsstoreinthepastyear.• HecticSchedulescreateanopennesstoalternative

work/lifestructures.• Sustainablechoiceshaveappeal.• Watchwhattheirkidswatch:Twiceaslikelyto

watchkidsprogramming.• UseTechnologytomaketheirliveseasier.• Interestedinsavingmoney.• Spendtheirdayslookingforconveniencetohelp

balancetheirhecticlives.

• Men&Women|Age:35-60• Theyarecareer&familyfocused.• Theyareeducated.(43%havea4-yeardegree)• Theyareactive.• They always stay busy, balancing work, travel,

entertainmentandlovedones.• Theyarefuturiststhatinvestinstocksandbonds

toensurefinancialsecurityfortheirfamily.• 90%madeatleastonedomestictripinthepastyear.• More affluent consumers tend to base their

spendingoffthevalueoftheirinvestments.• Focusonenjoyingtheirlifestylewithouthavingto

makeanyseriouschangestotheirspending.

Illinois

Minnesota

Michigan

Choosechicago.comBiggest budget for tourism. World class entertainment, a big name with big internationally renowned venues for entertainment, food, and cultural experience. Most-visited city in the Midwest, it attracted 40 million visitors in a year. The copy, “With a city like this, you better bring your ‘A game,' realizes that in Chicago the mile after magnificent mile may be overwhelming, but, it is argued that it is worth it if the visitor is up to the challenge.

Exploreminnesota.comMinnesota’s tourism message parallels that of Wisconsin’s without the same emotional appeal. But they separate all of these opportunities by region within their state. So the ‘more’ aspect falls into a less cost-efficient experience. In other words, to experience all of this ‘more’ you must also be willing to travel more. Possible over stimulation of unique and distant opportunities.

Puremichigan.comMichigan has aligned its tourism campaign with that of its crisp photographs of beautiful scenery. They relay their message without having to say it, they show it through the vibrancy of their lands and opportunities in an overly stunningly efficient manner, so much that Forbes named the campaign as one of the top ten tourism campaigns and for every dollar spent on out of state advertising from 2004 to 2008, created 40 dollars of spending in Michigan.

COMPETITION

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House in Northbrook, ILMarried for 22 years

CHILDRENDanielle, 21 | UW-Madison

Michael, 18 | GBN HS

Consumer Profile

CONSUMER PROFILEKevin | 53

• Occupation:Commercial Lawyer at Michael

Best Friedrich in Chicago.

• Hobbies: Golf, Racquetball, Excercising, Playing

the stock market (when he can find the time).

• Not much of a planner--can easily get lost in

coversation and lose track of time.

• Member of Sunset Ridge Country Club.

• He often takes the Metra to work downtown.

When necessary, takes company car to

Milwaukee and Madison for business.

• He always tries to find time for his children's

events, no matter what.

Linda | 48• Occupation: Part-time Teacher at a High School

& JV tennis coach.

• Hobbies: Scrapbooking, Tennis, Trying out new

recipes, and Soup Kitchen service at church.

• She is the ultimate planner. Linda always has

her iPad and computer calendars sync'd up.

• Always on the go, whether she is driving to get

her son from school, sports, friends, or getting

groceries.

• Always seen unloading the back of her

Honda Pilot with groceries, Michael's sporting

equipment, or tennis equipment.

• Often goes up to Madison with Kevin to visit her

daughter for the day.

IN A 2011 SURVEY CONDUCTED BY THE WISCONSIN DEPARTMENT OF TOURISM

OF RESPONDENTS REPORTED WISCONSIN AS BEING

OF RESPONDENTS CLAIMED THEY WERE LIKELY TO

OF RESPONDENTS VIEWED WISCONSIN AS AN EXCELLENT

MOTIVATORS FOR PEOPLE TO SPEND MONEY TO TRAVEL:

WISCONSIN AS A TRAVEL DESTINATION.

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RESEARCH

"[With driving], the family can be all together, and have the freedom to leave whenever you end up being ready and not have to stress over a deadline." SWOT ANALYSIS

STRENGTHS

THREATSOPPORTUNITIES

WEAKNESSESIn Wisconsin, unique travel destinations are only a gas tank away. Tailgating is a very unique experience in Wisconsin, where the major and minor league sports are a way of life. The experience is very customizable: you can feel the thrill of city culture without being overwhelmed, and within ten minutes experience the beautiful country side. Wisconsin also features internationally renowned museums, unique state fairs, and multiple ethnic/cultural and musical festivals. Wisconsin is home to many artisans and craftsmen of fine beers and cheeses. Last but not least, Wisconsin has the backing of celebrities such as Henry Winkler, Les Paul, and David Zucker.

There are many opportunities for Wisconsin to take advantage of. The plethora of local breweries, wineries, and distilleries provide tourists a unique experience while enjoying quality products. There are many Native American reservations, artisan products, coffee, tea, and farmer’s markets. The outdoors is a large attraction, where people can enjoy snow sports, cycling, mountain biking, fishing, and much more. Spring is a season that is under-utilized, as wild meadows and well-tended gardens are in bloom. One can explore the countryside in coach buses and tours, and visit numerous family attractions like amusement parks and zoos. In the summer, there is a variety of youth summer camps for children. The gaming and wagering culture provides large revenue with the large number of casinos. Lastly, Wisconsin is very close to Chicago, providing an opportunity to draw on that audience.

More well-known cities very close to Wisconsin: Chicago, Twin Cities, Detroit. The weather is frigid and the snow is unforgiving. The attractions in other cities can be overwhelming, especially with the belief that these cities provide better restaurants and entertainment. The economy makes it hard to travel with low funds, and people are truly sticking to the budgets they set.

Wisconsin generally has unpredictable weather, and is not seen as a unique travel destination. Because of this, Wisconsin is sometimes seen as a fly-over state. The state has also been the (negative) punch line of many TV shows. Winters tend to run a little longer than the rest of the seasons with little time to appreciate what spring has to offer. There has been recent political turmoil and protests, which may not paint the state as an entirely family-friendly location. In addition, there have been police and racial-profiling scandals. Milwaukee is one of the poorest cities in the country. Stereotypes of Wisconsin habitants have some negative connotations, and extreme loyalty to certain sports teams may make others uncomfortable. At times, the traffic coming into Wisconsin is a hassle, and not many specials are offered on flights to Wisconsin.

respondents met ourtarget market age range.

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STRATEGIC PLANWisconsin has been established as one of the largest travel destinations in the Midwest. In Bloom strives to continue, and grow, the reach of current and new visitors of Wisconsin, instilling a desire to visit the state.

Increase state tourism by 3%Specifically, we intend increase multiple stays over individual trips.

Utilize Social Media Outlets to increase engagement by 10%.

Increases in tourism will be measured by the number of "heads in beds." Data from hotels and other accommodation services will be utilized to track where visitors are coming from and how long they are staying.

Measurement

Engage audience through integrated online media.

Launch microsite as an itinerary planner for new and current

visitors of Wisconsin.

Reach out to the target market in their environment.

• Strategically timed posts, follows, mentions and tweets from Facebook, Twitter, Instagram and Youtube.

• Plan and implement an integrated social media contest with the incentive for contestants to win prizes and a grand prize of a paid trip to Wisconsin.

• Measurement: Statigram, Facebook Analytics, Twitter Analytics.

• Use the current site and social media outlets to redirect users to the "envision your ride" link.

• Microsite provides insights to consumer trends and intentions of Wisconsin travel.

• Adds value to the current site with an incentive to plan a travel itinerary to Wisconsin.

• Utilizing Out-of-Home advertising in downtown and in surounding malls, as well as regional Chicago print publications, we will get a wide reach of the Chicago residents.

• Honing into the local Chicagoland and Wisconsin network affiliates, we will be able to reach our desired target market of adults and moms who watch the news.

• Traditional advertising tactics will direct current and new visitors to TravelWisconsin.com and microsite.

www.TravelWisconsin.com/envision_your_ride

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MEDIA SCANNewspaperChicago Tribune

Chicago TribLocal

Radio

Magazines

Television

Digital

Milwaukee Journal Sentinal

Good Housekeeping

Midwest LivingSheridan Road

Out-of-Home

Travel runs on Sunday, the highest circulation day with a 2 million readership. This publication reaches a mass audience and is content relevant to the client message. Full Pg (10w x 21h)

Chicagoland area informational panels and mall posters are intended to reach our target audience. With placements in affluent area malls and premier Chicago city info panels, we are confident that residents and visiting tourists will consider a Wisconsin vacation. CTA Rail and Metra Stations will become home to advertisements forming a new opinion of the neighbors up north.

Network Affiliates are a good way of tapping into hyper-local markets like Chicago, Milwaukee, Madison, and Green Bay. With 30-second spots and a large frequency of prime-time slots, we believe we’ll have a lasting impression on viewers of these popular stations.

We strategically chose the first and third quarter to air our commercials because of the gross impressions during football, baseball, and basketball season. Around this time, we would like to get people thinking about planning a vacation before summer starts or towards the end of the summer and into the school year.

In order to engage our target market’s auditory sense, we’ve decided to take advantage of some of Chicago’s popular radio stations that reach our Suburban Mom and Affluent Adult audience. Our radio spots will last 30 seconds and will air at the end of a commercial set list, followed by a plug from the local DJs of the radio station.

Magazines provide a much more specific reach to primary and secondary target markets. Full spreads and vibrant color are a key advantage over newspaper. Relatively high costs are a disadvantage for this medium.

TribLocal is a hyper-localized paper with content relevant information to individual communities. 1/2 Pg (10w x 5.25h)

What’s great about online is that campaign success can be tracked with help from our targeting capabilities. What this means for the client is that we can hone on their target audience.

1918

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Wisconsin spring can easily be mistaken as winter’s second coming, accompanied with a few weeks of sunshine just before summer sets in. This makes spring a difficult season to advertise for. However, to Wisconsin’s eternal optimists, spring means so much more than discouraging weather. As soon as the temperature has any indication of rising above 45 degrees, you can hear the roar of Harleys, or the clamor of fans as they pour into the parking lots of Miller Park for opening day. However people choose to enjoy the warm weather, the “ride” one experiences is their own. Whether the literal ride, like driving throughout the great state of Wisconsin, or the figurative ride, like carving the ski slopes, Wisconsin visitors have the freedom to choose which “ride” fits them best. Most visitors travel by car, which entails the long-standing connotation of hours in the car, children asking mile after mile “are we there yet?” Wisconsin is different. Many of Wisconsin’s hidden treasures are within a few hours driving distance from each other. You can see a variety of landscapes. You can stop at a small eclectic town and experience everything local. There are no deadlines and no stress when planning a trip to Wisconsin. Come and go as you please. We want travelers to enjoy their experience in Wisconsin, and return time and time again.

We arrived at the tagline “enjoy the ride” based on man-on-the-street interviews conducted just outside the Bradley Center. We asked a variety of questions including, but not limited to, “describe Wisconsin in three words” and “if you had a favorite part about traveling through Wisconsin, what would it be?” Many of the answers were similar, and it seemed most people agreed that spring in Wisconsin is “still cold” but “getting warmer” and “green.” However, one interview stood out. When asked about their favorite part of traveling in Wisconsin, one couple responded, “[With driving], the family can be all together…have the freedom to leave whenever you end up being ready, and not have to stress over a deadline." This is when we realized that by traveling in a car, Wisconsin travelers have the freedom to control their trip, and enjoy every aspect of it. With these two main points of value, along with the embodiment of the ‘eternal optimist’ we’ve given to Wisconsin residents, we have determined that being able to own your ride, and enjoy it your way, truly makes this campaign versatile.

The goal of our TV spot is to further reinforce the concept of “enjoying the ride,” this time in a literal and figurative sense. The scene is set as we see a family in a car, with the father driving while the mother, son, and daughter are all napping. There is a close up of every napping family member. With each close up, we see a thought bubble for each member that reveals what activity in Wisconsin he or she is dreaming of. The spot ends with the camera zooming out and showing the father happily driving with beautiful landscape in the background. The tagline, “enjoy the ride” appears, and the spot ends.

With this TV spot, we want to convey the personalized experiences that Wisconsin offers. Each family member is dreaming of his or her favorite activities in Wisconsin, and each member enjoys that particular ride in their own way. The spot promotes the idea that Wisconsin activities are numerous and varied, but also extremely customizable. They have the freedom to choose what they want to do, and the freedom to “enjoy the ride” as they please.

(See page 29 for Storyboards)

Radio TelevisionRADIO

____________________________________________________________________________________

In Bloom Radio Script 60 seconds _________________________________________________________________

Announcer: They say that the noise of i-this i-that keeps harmony during family vacations; during “mandatory family fun” due to an ill presumed distaste to calmness. But on our roads? (Pause) ____________________________________________________________ Announcer: You can hear the breeze if you dare to listen. You can see the colorfulness of our neighborhoods, our lands. You can hear the dull rhythmic buzz of tires paint a memory along a winding concrete canvas.

(Pause)

____________________________________________________________ Announcer: They say the calm quietness is too much. But to us? It sounds like a symphony. Where others see dirt, gravel, dust. We see meaning and beauty. We feel a sense of place. Join us at TravelWisconsin.com (Pause)

____________________________________________________________

Announcer: Enjoy The Ride.

_________________________________________________________________

Target: Head of the house. The mother or father of a family.

Technique: Powerful diction set against calm sounds if any.

Theme: Family vacation harmony.

Analysis: Imaginative use of attempting to erase a negative stigma from family vacations. Although slightly aggressive in the matter, we believe it will drive the radio audience to seek solace in harmony especially since radio commercials themselves usually have a negative stigma of being avoidable or skippable. The use of minimal sound will result in an effective commercial.

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Enjoy the

ride

Enjoy the

ride

Enjoy the

ride

they say our longest season is winter .we agree. amidst the cold, the snow, and the iceYou will find skiers and sledders. just in case that is not your style

rejoice in our warm bed

and breakfasts. Where others see cold, snowy, weather

we see Enjoy the

ride

Where others see hills , water, and rocks

we see

Where others see crowded stages

we see

Enjoy the

ride

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PR & SOCIAL MEDIA STRATEGYThrough the use of Travel Wisconsin’s website and social media channels, we plan on crafting messages that will reach our target audience. Here are some of the plac-es that visitors and potential travelers can view Wisconsin Tourism’s digital efforts:

@TravelWisconsin• #EnjoyWI• Statewide event updates• Post photos and videos relevant to season

www.facebook.com/travelwisconsin• Statewide event updates• Post photos and videos relevant to season

• Allow visitors to “check-in” at their locations throughout the state with incentive to win prizes or discounts.

@TravelWIAmbassadors• Wisconsin Ambassadors (Interns) will take pictures and document statewide events, activites, scenery, etc.• #EnjoyWI

@TravelWisconsin #EnjoyWI

Envision Your Ride travel sweepstakes

find out how to win attravelWisconsin.com/Envisionyourride

www.travelwisconsin.com/envision_your_ride • Integrate all social media platforms• Feature live statuses/tweets on side of site• Post photos and videos relevant to season

We will start a Travel Ambassadors pro-gram in the Department of Tourism. Ideally a male and a female intern, the Travel Ambassadors will be responsible for updating all Travel Wisconsin social media channels with approved con-tent. They will travel around the state during different seasons to document

local events, activities and landscapes, showing potential visitors the many ways to “Enjoy the Ride” in Wisconsin. These videos and pictures would then be uploaded to the website as well as social media platforms (Facebook, Ins-tagram, Twitter) in order to engage the online audience in the conversation.

Travel Ambassadors will manage the promotion. We propose to create a landing page from the website with promotion details and ways to enter. This will allow Travel Wisconsin to generate visitor/potential visitor infor-mation for future efforts such as email blasts. To create synergy with other Travel Wisconsin social media plat-forms, the promotion will be a video contest where people can upload up to a 90 second video to YouTube explain-ing why they want to “Enjoy the Ride” in Wisconsin. In the description of the video, users must use hashtag #Enjoy-WI. Participants are encouraged to share their videos on social media sites to generate more views of their video. The Travel Wisconsin Ambassadors will choose the top five videos and those will be uploaded to the website where people will vote for their favor-ite video and the winner gets to choose one of the pre-planned vacation pack-ages listed on the microsite. Each en-try must tag Travel Wisconsin and #EnjoyWI so the videos can be shared to social media sites. Travel Ambassa-dors will make an example video de-fining the sweepstake details. Partici-pants have until July 1st to create, post, and submit their videos. Travel Am-bassadors will use social media to en-courage and remind followers to view the videos and vote for their favorite. This will drive people to the website.

 For  Immediate  Release           Contact:  inBloom  PR  Department  Thursday,  April  11,  2013                 Phone:  414-­‐555-­‐4523                   Email:  publicrelations@inbloom.com    

Travel  Wisconsin  Kicks  Off  “Enjoy  The  Ride  Video  Sweepstakes”    

Madison,  WI  –  The  Wisconsin  Department  of  Tourism  is  inviting  the  public  to  win  their  Wisconsin  dream  vacation.  The  contest,  which  runs  through  July  1st,  asks  participants  to  submit  60-­‐second  videos  or  showing  why  they  want  to  enjoy  the  ride  in  Wisconsin.  All  those  interested  should  visit  www.travelwisconsin.com  for  contest  rules  and  details.  The  winner  will  be  chosen  on  September  1st.    This  Sweepstakes  is  launched  in  conjunction  with  Travel  Wisconsin’s  new  microsite  which  can  be  accessed  on  their  website.  This  new  micro  site  features  packaged  itineraries  that  tourists  can  use  when  visiting  popular  Wisconsin  destination  spots.  The  winner  of  “Enjoy  the  Ride  Video  Sweepstakes”  will  get  to  choose  an  all-­‐expenses  paid  vacation  with  their  itinerary  of  choose.      This  contest  is  open  to  anyone  anywhere.  Initial  entries  will  be  judged  on  creativity,  memorable  content  and  unique  delivery.  The  Wisonsin  Department  of  Tourism  will  narrow  down  the  videos  and  the  public  will  have  a  chance  to  vote  for  the  winner  among  the  top  five  through  the  Travel  Wisonsin  website  and  social  media.  “Through  this  contest,  we're  inviting  the  public  to  use  their  creativity  to  show  the  many  unique  ways  people  can  enjoy  Wisconsin,”  says  Department  of  Tourism  Deputy  Secretary  Dave  Fantle.  “It  will  be  a  unique  way  to  engage  on  social  media  potential  and  current  tourists.”    Be  sure  to  check  out  www.travelwisonsin.com  as  well  as  the  official  Travel  Wisconsin  Facebook  and  Twitter  page  for  up-­‐to-­‐date  information  regarding  this  sweepstakes  and  state-­‐wide  activities.                            

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BUDGETMedium Approximate Cost Sub Total Notes

US Television 2,100,000Chicago 600,000 :30 second ($2000/spot Mon-Fri 6-9pm)-WGN ~150 Commercials @ $4000/nightMilwaukee 500,000 :30 second about $1,250 per ad in prime time- WTMJ NBC ~200 Commercials @ $2500/night- WITI Fox ~200 Commercials @ $2500/nightMadison 500,000 :30 second about $1,250 per ad in prime time- WKOW ABC 27 ~200 Commercials @ $2500/night- WMTV NBC 15 ~200 Commercials @ $2500/nightGreen Bay 500,000 :30 second about $1,500 per ad in prime time- NBC 26 ~100 Commercials @$3000/night- Fox 11/CW14 ~70 Commercials @$3000/nightCable TV 1,300,000Fox Sports Network Get people thinking about planning a vacation (splitfor sports distribution through year)-1st Quarter (January-March) 800,000 ~160 Commercials @ $5,000/ad-3rd Quarter (July-September) 500,000 ~100 Commercials @ $5000/adRadio 400,000WSSR 96.7 140,000 M-F 6am-9am and 5-7pm – 12 weeksWDRV 97.1 130,000 All Quarters, split across the 3 stations proportionatelyWLIT 93.9 130,000 ~25 Commercials/week @ $250/:30sec spotNewspaper 250,000Chicago Tribune Going Places 55,589 Sunday Section; Going Places; Travel SectionMilwaukee Journal Sentinel 35,136 Investment level D; Sunday inserts; Local SectionChicago TribLocal 2,200 Tier 1; 4 zones; Color; 1/2 page tab; ~ $543 per zoneChicago TribLocal 2,300 Tier 2; 3 zones; Color; 1/2 page tab; ~ $717 per zoneMagazine 2,500,000Sheridan Rd 75,520 Spread; 8x/year - color -guaranteed position - back cover; Free MagazineGood House Keeping 84,735 Midwest Region; every issueChicago Magazine 180,120 Full Page; Color; 8xMidwest Living 950,000 Base RateBusiness Journal 32,500 Customer Supplied Ad; 13x; 10" x 13" max.; bon appétit 478,614 3x Color; Full PageAAA Home & Away 470,420 Full page in four issues (Jan-Feb, May-Jun, Jul-Aug, Nov-Dec)Out of Home 1,700,000JCDecaux - General Market 520,000 Chicagoland area; Three Quarters – 1st, 3rd, 4th

JCDecaux - Premier Network 825,000 City info panels; Three quarters – 1st, 3rd, 4th

JCDecaux Malls - Woodfield 48,000 Three Quarters – 1st, 3rd, 4th

JCDecaux Malls - Fox Valley 35,000 Three Quarters – 2nd 3rd, 4th

JCDecaux Malls - Old Orchard 47,000 Three Quarters – 2nd 3rd, 4th

CTA- Rail 120,000 Two Quarters – 1st and 4th

Metra 60,000 One Quarter – 2nd

PR/Social Media 1,350,000Promotional Contest 1,300,000 Vacation of a Lifetime ItinerarySpokespeople and Social Media Maintenance 50,000 Interns acting as Social Media Spokespeople for TravelWisconsin.com/Digital 500,000FB Ads 50,000 Desktop & mobile banner adsChicagoTribune.com 400,000 Banner AdvertismentsCo-Op Advertising on ChicagoTribune.com 50,000 Allow Wisconsin businesses who may not have enough capital purchase ad space in our adsGuerilla Marketing Tactics 750,000Ogilvie Train Station Slide/Stairs 750,000 Enjoy the Ride Slide down the Ogilvie Stairs; Construction, legal, 1 week out of the year.Microsite 150,000Construction and maintenance 150,000 Outsourced to third party web solutions companyMiscellaneousAgency Commission 4,000,000Contingency Plan 100,000

Total Budget 14,950,000Left Over 50,000

APPENDIX• Clear Channel Outdoor: Chicago• Titan: Chicago Bus & Rail 2013• AAA: Publishing Network Media Kit 2013• SurveyMonkey.com• JCDecaux• WGN Media Group• Good Housekeeping• Chicago Tribune Media Group• Sheridan Road: Media Kit 2012• Midwest Living: Ratecard 2012• Travel Wisconsin Department of Tourism 2012 Proposal• www.industry.travelwisconsin.com• http://www.ghmediakit.com/r5/showkiosk.asp?listing_

id=4479036&category_id=60998

• http://www.meredith.com/mediakit/mwl/print/2012/rates_ratecard.html• https://www.chicagomag.com/Chicago-Magazine/Advertise/Advertising-

Rate-and-Information-Request/index.php?fid=d41d8cd98f00b204e9800998ecf8427e

• http://tribunemediagroup.com/wp-content/files_mf/chicagotribunemagazinesizingandspecs.pdf

• http://tribunemediagroup.com/ad-specs/• http://wgntv.com/creative-specs/• http://www.chicagotribune.com/advertiser/category/all-display-options/• http://www.bizjournalsmediakit.com/websites/Milwaukee/• http://www.aaapublishingnetwork.com/• http://www.aaapublishingnetwork.com/graphics/AAAPN_2013MediaKit.pdf

Why We Want To Incorporate Social MediaSocial networking dominates our online activity (as reported by Nielsen for 2012):

• Social networks still dominate internet usage, with 20% of PC time and 30% of mobile time.• Facebook dominates that, with 17% of PC time.• Females spend more time social networking than males, spending an average of 8.37 min-utes social networking on PCs, and 9.43 minutes on mobile web and apps, compared to 6.13 and 6.44 minutes for men.

Based on the sites in this survey (http://royal.pingdom.com/2012/08/21/report-social-network-de-mographics-in-2012), the estimated age of the average social media user is just under 37 years old.

Here are some other observations:• The average Facebook user is 40.5 years old.• The average Twitter user is 37.3 years old.• Facebook and Twitter have the same gender distribution: 40% male, 60% female.

This chart should make something very clear; social media is most definitely not just for the young.

Some examples:• 55% of Twitter users are 35 or older• 65% of Facebook users are 35 or older

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Family of four in a car. Set against silence or very low radio/very low rhymtic humm of the tires. Everyone is napping except for the father. Camera zooms on each person to reveal what Wisconsin

acticity they are dreaming of/looking forward to.

TELEVISION SPOT STORYBOARDS

Ending with the Dad smiling, driving. Enjoy The Ride appears.

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From planting the seed to watching its growth, In Bloom nurtures our clients with every step we take. We strongly believe that we can do the same for TravelWisconsin.com. The opportunity is ours for the taking and we look forward to doing everything we can to nurture the campaign so you can enjoy the ride and experience the growth you deserve. The time we have invested in preparing this plan for TravelWisconsin.com shows the raw passion we have for helping every client, no matter where they are in the marketing process.