company profile:company profile: founded in 2002 recently completed merger diverse mix of clients...

COMPANY PROFILE:

Focus Dominant Agency in Hudson ValleyTops "The List" of Advertising Agencies

COMPANY PROFILE:

Our clients say a lot about us

LANDMARK DEVELOPMENT

WHAT WE DO:

Public Relations & Land Use

WHAT WE DO:

Crisis Management

WHAT WE DO:

Branding

WHAT WE DO:

Print Advertising

WHAT WE DO:

Media Buying

WHAT WE DO:

Direct Mail

WHAT WE DO:

Web Design

Publishing

WHAT WE DO:

WHY FOCUS MEDIA :

All needs under one roof (full-service)

Strong experience in Tourism

Superior client relationships

Understand market and target demographics

Major media buying clout

Top-shelf creative

Database marketing

Digital strategy collaboration with Ellenbogen Creative Media

Partnership with Martinelli Slocum Publishing

ULSTER COUNTY TOURISM OPPORTUNITIES:

Enhanced and coordinated PR, Advertising and Interactive strategy

Research (phone poll and focus groups)

Showcase the Ulster County Experience (online video)

PPC (most targeted placement opportunity)

Social media advertising (geo and lifestyle targeted)

Travel Guide, monetize and enhance

ULSTER COUNTY TOURISM ADVERTISING STRATEGY:

Agency philosophy: Less is more, maximize resources

UCT provides awareness and air cover: reach the masses, drive Web traffic

Target audiences: 25-54 Adult$$$, women make decisions, NYC, LI, NJ

Broadcast media in NYC metro

2011 initiative: drive day trips from region

ULSTER COUNTY TOURISM ADVERTISING DEPLOYMENT:

WABC-TV Channel 7

#1 in NYC, in affordable day parts

Existing equity with audience

Peak season launch: Late May – July 4

Eyewitness News, GMA, Regis, Rachel, The View, Noon News

M-T-W

$60,000 allocation

ULSTER COUNTY TOURISM ADVERTISING DEPLOYMENT:

1010 WINS

Top performer with M and W in NYC and LI (right combination)

Existing equity with audience

Increased frequency per week (+6 per week), better value

Peak season launch: Late May – July 4

Change to M-T-W

Provided strong response in 2010

$48,000 allocation

Potential for winter buy

ULSTER COUNTY TOURISM ADVERTISING DEPLOYMENT:

Online advertising

New for 2011, major opportunity

Engages online users actually seeking UCT product, or lifestyle

Will launch post Web site modifications

PPC with Google, Yahoo, Facebook

$20,000 allocation June 1 – Oct 31

Real ROI

Reserve monies can be leveraged later in year

ULSTER COUNTY TOURISM ADVERTISING DEPLOYMENT:

Regional Cable TV (Time Warner)

TV ad with tagged event creative

Regional zones

YNN.com sponsorship

Peak season, schedule TBD

$15,000 allocation

ULSTER COUNTY TOURISM ADVERTISING DEPLOYMENT:

Chronogram

Supplemental buy for other touch points

Monthly magazine

55,000 circulation from NY, CT, MA

Buy Includes 4 insertions in Chronogram as well as insertion in the Spring and Fall issues of Sojourn Magazine (Co-Produced by the New Paltz Chamber)

$7,475 allocation

ULSTER COUNTY TOURISM ADVERTISING DEPLOYMENT:

Horizon Travel Magazine (NY Post)

One cost effective buy, many touch points

Full page display ad April 10

Web ad

105 ads on Times Square JumboTron April 11-17

$5,153 allocation

ULSTER COUNTY TOURISM ADVERTISING DEPLOYMENT:

Winter reserve

4 season promotion of resorts, B&B

Winter activities, including Belleayre

TOMA

Potential for radio, PPC, others

$34,000

ULSTER COUNTY TOURISM FIRST QUARTER PUBLICITY:

Regional Awareness

Long-Term Goal of Top Tier Media Outlets

Leverage for SEO and TOMA

Belleayre’s Record-Breaking Season

Maple Sugaring

Kiwanis Kingston Classic/Healthy Ulster Press Conference