2021 À la carte marketing options restructure...jan 22, 2021 · À la carte. communities and...

1

2021 À LA CARTE MARKETING OPTIONS

3

Every year, we invite visitors from across the country and around the world to experience theGreat Faces and Great Places of South Dakota.

In order to attract more guests to our communities and businesses, we’ve created a cooperative marketing program using an individualized approach. This approach leverages our efforts, making opportunities available for all, across a multitude of channels. The following pages provide an overview of the cooperative marketing channels that will allow you to enhance your current marketing efforts.

For any offerings you register for, an invoice will be sent to you from the advertising agency of record, Lawrence & Schiller. Payment is not due at the time of registration.

Ashley Worth Co-op Marketing Manager [email protected] 605-773-3301

Mike Gussiaas Global Marketing & Brand Strategy Director [email protected] 605-773-3301

CONTACT

54

À LA CARTECommunities and businesses alike can bolster their current marketing efforts by choosing from the following advertising elements. Consider your community’s or business’ marketing budget and goals, then select the channels which best address your needs. In addition to your selections, you’ll gain access to media partners, advanced technology and audience

targeting through South Dakota Department of Tourism partnerships, as well as creative concepts and production paid for by the South Dakota Department of Tourism. Read more about the À La Carte program and channels in the following pages and register for programs online at SDVisit.com/coop.

76

Primary Audience All Audiences

Markets MN, ND, NE, IA & CO

Available Spots 50

Unit Direct mail placement (design TBD) and feature on custom TravelSouthDakota.com landing page

Primary Audience Choice of one

Markets Choice of one

Available Spots Peak: 2 Shoulder: 1

Unit 4 panel roll-fold

Great Getaways Direct Mail Co-op$1,000

Direct Mail Standard Piece

Timing Spring 2021

Quantity Approx. 70,000-110,000

Est. Impressions 230,000

Registration January 22, 2021

Asset Deadline February 1, 2021

Assets Needed 60 words, photo, contact info

Quantity 30,000-35,000


Registration/Asset Deadline Three months prior to in-home date

Assets Needed TBD

$10,000

Through the use of targeted lists, direct mail pieces effectively reach target audiences in their home.

DIRECT MAIL

8 9

Allows partners to gain exposure in national publications with preference given to partners on a first come, first served basis.

Partners receive Reader Service Leads for six months.

Primary Audience Families or Wanderers

Publications Parents or Real Simple

Markets IL, CO, IA, MN, NE, ND, SD, WI & KS

Available Spots 8 per publication

Unit Includes print placement and digital content package

Magazine Co-op

$2,850Timing May 2021

Circulation Parents: 204,900

Real Simple: 222,600




Assets Needed 100 words, photo, contact info

MAGAZINE CO-OPS

10 11

Make the most of your ad spend while getting maximum exposure with these highly effective, high-impact channels.


Markets Minneapolis, Denver, Omaha

Available Spots 6

Locations TBD, 3-5 in each market


Markets Choice of two

Available Spots 4


Unit :30 Audio Spot and Digital Banner

Digital Billboard and Amplification$2,500

Digital Audio Sponsorship

Unit :08 digital billboard rotation between 6 partners and mobile display banners

Timing June

Est. Impressions 1,400,061

Registration/Asset Deadline April 1, 2021

Assets Needed Photo, logo, URL, contact info

Timing June

Placement Pandora, SoundCloud and Podcast Inventory



$3,000

OUTDOOR & RADIO

1312

DIGITAL, SOCIAL& CONTENT MARKETINGFresh digital content, social placements and content production will help connect your digital message to specific target audiences.

South Dakota Expedia Package

Make planning easy and attract more guests by having a presence on one of the world’s most popular travel websites. Potential visitors will see your destination description, details and imagery, allowing you to stay top-of-mind with a presence on South Dakota Tourism’s Expedia page.

Primary Audience All audiences using Expedia.com

Markets National

Available Spots 6

Unit Feature on South Dakota Custom Expedia Page

$3,500

Timing 4 Months (April – July)


Registration/Asset Deadline February 15, 2021

Assets Needed 50 words, photo, logo, URL



Assets Needed Content ideas, photos, URL

Native Article

Primary Audience Choice of one

Markets Choice of Two

Available Spots 4

Timing June

Grab the attention of your target audience with content specific to their interests. Create one custom long-form article for paid native placement on TravelSouthDakota.com. Additionally, paid promotion of your article across the internet includes a headline, description and link leading to your website and sponsored content.

$3,500

Facebook & Instagram Instant Experience Unit

Feature your community on social platforms with this mobile unit to capture users’ attention with high-impact visuals.

To allow for flexibility in today’s changing landscape, the Group Tours option is digital this year rather than a print placement. This new digital option allows partners to target Group Tour Operators through programmatic placement using interest-based targeting.

ADARA Travel Prospecting Display

Get in front of audiences who have high travel intent to South Dakota through South Dakota Tourism’s partnership with ADARA. Display banners are served to audiences who are actively searching to book hotels/flights on hotel and airline websites, online travel agencies (OTAs) and other travel websites. At the end of the campaign, you will receive hotel and airline booking data that occurred as a result of the campaign.

$3,000$2,500


Markets Choice of two

Available Spots 6

Unit Instant Experience ad on Facebook and Instagram


Markets National

Available Spots 6

Unit Standard display banners on OTAs, car rental sites, hotel sites and airline sites

Timing 2 Months (June – July)



Assets Needed Photos, logo, URL, contact info

Timing 4 Months (May – August)


Registration/Asset Deadline March 1, 2021

Assets Needed Photos, logo, URL, contact info

15 *Attributed bookings will not reflect all bookings that may occur as a result of media based on ADARA’s data partnerships. ADARA has approximately 50% visibility into SD hotel inventory and 44% visibility into SD flight bookings. Reach out to confirm if we will be able to attribute bookings to your property or community of interest.

Primary Audience Group Tour Operators

Markets Regional

Available Spots 6

Unit Standard desktop display banners & native article

Group Tours Digital Sponsorship$2,000

Timing Unit runs during the following 4 months: Sept – Oct 2021, Jan – Feb 2022

Registration/Asset Deadline July 1, 2021


14

1716

EMAIL MARKETING

Secure a dedicated section in the South Dakota Department of Tourism’s Travelsmart email.

Primary Audience Choice of Road Trip, Outdoor Adventure, National & State Parks, Family Fun, Culture & History, Monuments & Memorials, and Camping.

Markets National

Available Spots 36 (3 per month)

Avg. List Size 250,000

Avg. Open Rate 23%

Primary Audience Travelsmart email subscribers

Markets National

Available Spots 48 (4 per month)


Avg. Open Rate 17%

Click Rate 3%

Avg. Click Rate 6%

Avg. Click to Open Rate 7.5%

Avg. Unique Opens 61,500

Registration/Asset Deadline 3 months prior to email deployment

Assets Needed Photo, CTA and 2-3 sentences of copy for four content sections OR ideas for content.

Avg. Click to Open Rate 16%

Avg. Unique Opens Approx. 75,000 per send

Registration/Asset Deadline 2 months prior to email deployment

Assets Needed 50 words, photo, URL

Travelsmart Email Partner Spotlight$500/ad

Custom Dedicated Email$2,500Get your own dedicated email sent to your choice of primary audience, based on the South Dakota Department of Tourism’s email database.

Hunting Email Partner Spotlight

Reach hunters and outdoor enthusiasts with this email blast.

$500/ad

Primary Audience Outdoors

Markets National

Available Spots Peak: 6 Shoulder: 6


Avg. Open Rate 20%

Avg. Click to Open Rate 19%

Opens 4,000-5,000



Assets Needed 50 words, photo, URL

For email reporting, South Dakota Tourism will provide email stats after each send.

Reach relevant audiences with featured email options utilizing South Dakota Tourism’s highly targeted email lists.

2021 À la carte marketing options restructure...jan 22, 2021 · À la carte. communities and...

Documents