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