cooperative advertising program fy18...•content marketing + distribution: articles, article post...
TRANSCRIPT
COOPERATIVE ADVERTISING PROGRAM
FY18
Strategy Overview
A complete overhaul of the program will empower industry partners to leverage New Mexico True to convert trips to their destination
CONVERSION
INFLUENCE
CORE INVESTMENTAWARENESS
EMPOWEREDCO-OP
Bottom of Funnel Focus Gamechanging Program ImprovementsInclusive Approachü Participation no longer limited to partners that are able
to front 100% of investment ü 1:1 consult available to partners who want/need help
building a media plan and content/creative strategy
Comprehensive Media Menu optionsü Expanded MMP choices to meet diverse needs & budgetsü Customizable packages to reach specific targetsü Multi-season support ü Options for quality video and written word content
production (with NMTD 1:1 match)
KCA Dedicated Resources for Turn-Key Executionü Media negotiationsü Program development & industry rolloutü Shepherd creative approval processü Insertion orders and trafficking to media vendorsü Proof of placement & performance reportingü Payment of joint funds to media vendors
“Help us fill our beds, tables and attractions
so we can thrive.”
Industry Objective
Goals & Value Proposition
• Leverage NMTD funding with industry partner funds for greater media buying power of all parties involved
• Complement New Mexico True’s core, awareness building advertising investment with integrated, bottom-of-funnel plans to drive consideration and activation for cooperative partners’ destinations
• Provide media menu options to meet diverse range of partner needs and budgets
• Improve cooperative advertising creative quality and consistency with New Mexico True brand
• Enable efficient production of engaging video assets that meet brand standards
• Deliver unprecedented performance reporting to ensure NMTD and partner objectives met or exceeded
Program Architecture
Media Menu Program (MMP) Flex GrantsPrioritized Launchü Launch first to encourage integrated investments
Prioritized FundingüNo max grant per partner
(but subject to approval and available NMTD $)
Strongest Benefits to both NMTD + Partnersü Aligned to NM True plan for max consumer impactü Leverages NMTD scale and buying power for preferred rates pre-negotiated on partner’s behalfü Only 50% of plan cost required of partner upfront ü 1:1 collaborative consult to build custom media plan üInsertion orders and trafficking to media vendors handled on partner’s behalfü Proof of placement, performance reporting, and payment of media vendors handled on partner’s behalf
Sequenced Launchü Application opens AFTER MMP awards grantedü MMP applicants may also apply for Flex
Subsequent Fundingü Flex fund amount TBD post-MMP award decisionsüEstimated NMTD average grant of $5,000 per partner (for total $10,000 flex investment)
Limited Benefits to both NMTD + Partners- Investment not necessarily aligned to broader NM
True media plan- Does not leverage NMTD scale and buying power,
with negotiations handled solely by partner- Partner must front 100% of the cost (with 50%
reimbursed by NMTD once POP & reporting supplied)- Partner must handle all insertion orders and
trafficking to media vendors- Partner must handle proof of placement, performance
reporting, and 100% payment to media vendors
qContact Name
qOrganization Name & City
qTarget Markets
qCampaign Timing (Winter, Spring or both)
qMedia Preferences (print, OOH, digital, etc.)
qEstimated Funds for MMP (not including NMTD match)
qSource of Funding
qHow will you measure success (room nights, website visits, event attendance, etc.)
INTENT TO APPLY -PRE-PLANNING QUESTIONS
Collaborative Process
COMMUNICATION FLOW
PRINT DIGITAL & VIDEO OOH
Texas Monthly
Southwest Inflight
D Magazine
Outside Magazine
American Way
NM Magazine
NM True Adventure Guide
Pandora Digital Radio
Facebook / Roots Rated
StackAdapt Native DSP
Pixability Social Video
NCC TV Everywhere Video
Expedia Brands
TripAdvisor
ADARA Programmatic
OnTheSnow
NM True Television
Custom Video Creation (through Talweg approved resources)
DFW Digital Screens
DFW Digital Spectacular
Dallas Love Flight Info Screens
IAH Houston Recharge Stations
HOU Hobby Digital Network
PHX Sky Harbor SWA Terminal
Digital Directory
SAN Digital Gate & Baggage
DAL, DFW, AUS Free Wi-Fi
Lamar
Clear Channel
FY18 Media Menu Program (MMP) Vendors
New Mexico Destination Location: Southeast NMTARGET MARKETS:
• DRIVE: El Paso, Lubbock, Midland, Odessa, + Dallas
• BEHAVIORAL: Family, History & Culture
OBJECTIVES:
• Inspire long weekend, drive market getaways
• Drive consideration / activation for overnight stays
KPIs:
• Inspiration: Reach and Engagement
• Consideration / Activation: Increase YOY Bookings to local hotels and increase YOY in destination search intent.
CO-OP PROGRAM PLANNING
• Inspiration: Texas Monthly, D Magazine, Pandora Radio Premium, Roots Rated Content + FB targeting Southeast Premium + family, Stack Adapt native distribution, + Video Production
• Consideration / Activation: TripAdvisor Targeting NM Content Searches, Expedia Brands Key Destination Comp Set Targeting + Previous Destination Searches for Comp Set. ADARA NM Intenders and Retargeting off of partner site and NewMexico.org website.
Example Custom DRIVE MARKET Plan
New Mexico Destination Location: North Central NMTARGET MARKETS:
Target Markets: In-State (ABQ + Las Cruces)
• BEHAVIORAL: Family, Outdoor Enthusiast
OBJECTIVES:
• Inspire weekend getaways
• Drive consideration /activation for in-state overnight stays
KPIs:
• Inspiration: Reach and Engagement
• Consideration / Activation: Conversions
CO-OP PROGRAM PLANNING
• Inspiration: Pandora Radio In-State, NM Magazine, Roots Rated Content + FB targeting In State + family + outdoor enthusiast, Stack Adapt native distribution, OOH In State, NCC Video, Pixability Social Video Distribution
• Consideration / Activation : ADARA Geo In State
Example Custom IN-STATE Plan
KCAWrap Up Report
• Print: Proof of Run, Circulation
• Email / Newsletter: Distribution, Open Rate, Click Thru Rate, Screen Shot
• Digital Display: Screen Shots, Impression Delivery, CTR, CPC, eCPC, *Conversion Reporting where applicable, Viewability
• Content Marketing + Distribution: Articles, Article Post Screen Shots, Total Engagements, Impressions, CPE, Viewability *where applicable
• Video: CPCV, Views
• OOH: Reach, Frequency *digital, Proof of Placement (POP)
Program Measurement and Reporting
NMTD
Tracking & Impact Report
Additional performance data, such as
• Event attendance
• Partner social media performance
• Partner website performance
Timeline
WEBINAR5/18
INTENT TO APPLY 5/23
APPLICATIONS DUE 6/12
50% $ DUE 8/7(FALL/WINTER)
50% $ DUE 12/8(SPRING/SUMMER)
1:1 CONSULTS 5/24-6/7
THANK YOU!