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RootsRatedTravel 2016
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RootsRated is a media platform that connects brands and people through content about the
best outdoor experiences, picked by local experts.
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Audience
We love the outdoors and so do the…
50MM who search for outdoor recreation in the U.S. online annually
46MM Americans who identify themselves as outdoor enthusiasts on Facebook
People who fuel the $646 Billion outdoor recreation economy
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The Problem
Where should I go to enjoy the outdoors?
There's a lack of quality information online because it's too Fragmented, Simplistic, and Unreliable.
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Opportunity
Travel organizations are in an amazing position to solve this information problem
and attract more outdoor adventure travelers.
Savvy Markete rs Can Keep traffic on site & in media channels
Create and promote needed content
Drive engagement and future visitors (ROI)
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Opportunity
How valuable is this audience to the Travel industry?Outdoor Economy
of all outdoor economy spending goes toward Trips and Travel - $528
Billion
82%generated in
U.S. tax revenue from outdoor
recreation
$80BThese outdoor enthusiasts are many of your current and future customers.
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Challenge
Content has become the fuel of the modern marketing
engine.
CONTENTMany 3rd party custom
content providers are too broad in scope for the
outdoor market, have limited scalability and lack effective
distribution.
LIMITED PARTNERSMarketers are under
increasing pressure to think and function as publishers,
and yet, their ability to create and distribute content
is severely limited.
PRESSURE
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Outdoor Content for Travel/DMOs can be…
Expensive Difficult to Create, Source,
Edit & Implement
Challenging to Distribute
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SolutionO V E R V I E W
Our expert network of local outdoor content creators delivers premium-quality, authentic, and accessible content to your organization to utilize via your owned media.
RootsRated offers turnkey outdoor content solutions that:
Amplify current offerings
Address strategy gaps
Increase awareness & visitation
Expert Network
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SolutionB E N E F I T S
RootsRated makes your content marketing…
Easy & Consistent
Cost Effective
Simpler to distribute through owned, paid, and earned media
An investment in the success of your brand
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B2B B2CLabs
CompassRootsRated.com
Event Sponsorships
SolutionC A P A B I L I T I E S
RootsRated’s two-pronged approach to successful outdoor content marketing:
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LabsC U S T O M C O N T E N T C R E A T I O N
Step 2Provide monthly,weekly, daily articles
Step 3Drive traffic to articles on your site
Step 4Content licensing in perpetuity
Step 1Develop editorial calendar
We work closely with your team to develop a powerful outdoor content strategy and program specific to your needs.
Customized experience pieces and stories with photography for your owned media (website, email, social & print)
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LabsC U S T O M C O N T E N T D I S T R I B U T I O N
All custom content pieces created for you that meet our editorial standards will populate our RootsRated.com media platform as sponsored content (website, mobile app, email & social) for
bonus evergreen B2C exposure.
This high-quality content will build awareness, inspire our audience and drive increased visitation to your destination.
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LabsC U S T O M C O N T E N T D I S T R I B U T I O N - C O M P A S S
We will also help align your brand with the outdoor industry’s most trusted brands and retailers through RootsRated Compass, our content licensing platform.
Major outdoor companies like Marmot, Adidas & Salomon will be able to find your destination’s custom content via Compass and further promote your destination to their highly-desirable
audiences through their owned media.
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LabsC O M P A S S – T U R N K E Y C O N T E N T L I C E N S I N G
If we already have content built around your destination that you would like to use through your owned media, you can access these experience and lifestyle articles through Compass.
Compass is our affordable proprietary software for turnkey integration into your owned media.
Explore MeasureIntegrateStep 1 Step 2 Step 3
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LabsC U S T O M M I C R O S I T E S
Develop and provide content for microsite
Understand the goals of the site
Develop custom content
Track conversions
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RootsRated.comC I T Y & S T A T E S P O N O R S H I P S
Provide an avenue to reach outdoor-motivated audience with your specific visitation message.
Drive awareness and conversions
Distribute content to 500,000 to 5MM impressions per month
High-impact display advertising – 100% SOV
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RootsRated.comC O N T E S T S
Sweepstakes, Essay, Photo, Video & Custom Contests
Drive Engagement
Capture Data
Promote Goodwill
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RootsRated.comN A T I V E E M A I L A D V E R T I S I N G
Reach our highly-engaged email newsletter subscribers with your unique destination messaging. 30,000+ Email newsletter
subscribers
25%+ Open Rate
Native Featured Inclusions
Native Dedicated Emails
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RootsRated.comE V E N T S P O N O R S H I P S
Reach a highly-targeted audience in a personal way. Work with us on a local outdoor retail event in key markets.
100-200 People
Benefit Conservation
Outdoor Recreation Presentation
Pint Glasses, Beer, Marketing
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Our Brand Partners
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Case StudyU T A H
The Challenge:
The Utah Office of Tourism could not create enough content to fuel its owned media with internal resources alone.
Utah’s Mighty Five campaign resulted in overwhelming traffic to the top 5 national parks. UoT needed content to promote visitation to other wilderness areas in southern Utah to reduce resource strain in the national parks.
Solution: Custom Content + MIcrosite
85 long-form articles in 8 weeks
The content was vetted by experts, edited by our in-house editorial team, and submitted to UoT for final review.
Results:
Utah’s tourism continues to grow to new heights
Tourism spreading across state beyond the top five national parks
Microsite has 10,000 organic views
Utah is using this evergreen body of content throughout their owned media to help visitors explore the rest of the state.
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Case StudyK N O X V I L L E
The Challenge:
Visit Knoxville wanted to invest in and emphasize its outdoor brand
Solution: City Sponsorship
RootsRated built a stand out site to promote Knoxville’s best outdoor experiences.
120 articles delivered throughout the year:• Weekly local stories covering Knoxville’s outdoor lifestyle• 65 experience articles covering all outdoor sports
Results:
500,000 impressions/month
$0.08 CPV in regional drive markets through targeted paid social campaigns
6.2% Growth in Knoxville tourism
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Case StudyC H A T T A N O O G A
The Challenge:
After winning Outside Magazine’s Best Town Ever Contest, Chattanooga wanted to leverage RootsRated’s local outdoor content to build on its outdoor brand.
Solution: Custom Content
RootsRated custom content delivered every two weeks.
RootsRated worked with the Chattanooga CVB to identify an outdoor editorial calendar and deliver articles to the CVB for use across their owned media.
Results:
Website traffic up 32% year over year
Tourism up double-digits in recent months
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Case StudyM a r m o t
The Challenge:
Marmot needed content for their owned media at below market cost.
Solution: Custom Content + Microsite
RootsRated provides turnkey content for Marmot’s owned media channels.
Social distribution is managed by RootsRated team expanding reach, engaging current customers and developing new customers.
Results:
1/3rd normal content/distribution costs
$0.06 CPV directly to retail partner website
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Contact Us
Tristan Olson VP of Sales, RootsRated
303-775-8739
www.rootsrated.com