fy 16 additional budget recommendations - … 16 additional budget recommendations. budget level:...
TRANSCRIPT
Budgetlevelsinclude
$500K:ProductionAdaraPaidSearchDestinationNetwork– BeachTVFacebookwithAdditionalVideoProduction
Adara
• Adara isanetworkwithcontractualrelationshipswithtravelpartners,theypixeleachpartnerwebsitecollectingsearch,booking&itineraryviewsinrealtime
• Weusethisdatatotargetthemostrelevanttraveler• CurrentlyAdara hasdeliveredover4,500userstositespendingan
averageof40secondspervisit• WecurrentlypartnerwithAdara tosupportboththebrandandevent
creative.WewouldliketoutilizeadditionaldollarstoincreaseeventimpressionsfortheupcomingFallseason
PaidSearch
• Extrabudgetguaranteesmoreclickswhichtranslateintomorevisitorstoyoursite
• Beforeimplementingthisextraspend,wewerecapturingapproximately30%oftotaltrafficshare• Withtheadditionalspend,wecancaptureevenmoreofthe
availabletraffic- closerto40%to45%• Ouraverageadpositionfortheentireaccountis2.3
• WiththisadditionalbudgetwecanincreaseourbidswhichwillallowustomoveuponthepagewhichmeansgreatervisibilityforPCB
DestinationNetwork– BeachTV
• TheDestinationNetworkisavisitorinformationnetworkservingresortsthroughoutthesoutheast
• Theydelivereditorialfeatures,hourlynewsupdates,andhyper-localcontentacrossmultipleplatforms
• WerecommendpartneringwithDestinationNetworkto:• Curatecustomlongformcontent(productionisAddedValue)for
programmingthatincludesDestinationtravel,LocalNews,andNightlife
• Bonus:30SpotsrunningonBeachTV
FacebookwithAdditionalVideoProduction
• ThecurrentFacebookcampaignhasbeenastrongperformerdrivingthehighestamountsoftraffictosite(over95Kusers)
• AtthistimethepartnershipendsinJuneandwerecommendextendingthecampaignthroughtheendofSeptember
• Inadditiontoextendingthecampaignwewouldalsoliketoapproveadditionaldollarstoproducevideostargetedtocustomaudiences• Forexample:reachuserswhohavelandedonfishingspecificpages
withfishingvideocontent
BudgetLevelIncludes
$750K:AdaraPaidSearchProductionDestinationNetwork– BeachTVFacebookwithAdditionalVideoProductionIncreasedTelevision
IncreasedTelevision
• Videoplaysabigroleintravelplanningandwehavebeendoingourduediligencetoincreaseimpressionsagainstthistypeofexecutionthisyear
• Wearerecommendingaddinganadditionalweektoourcurrent2weekscheduletoallowforextendedcoverageduringakeyperiodoftheyear
BudgetLevelIncludes
$1M:AdaraPaidSearchProductionDestinationNetwork– BeachTVIncreasedTelevisionFacebookwithAdditionalVideoProductionBirminghamParentGoodGritHuluTheWeatherChannel
BirminghamParent
• BirminghamParentreachesaffluentparentsandgrandparentswhoputtheneedsoftheirchildrenfirst
• Editorialcontentfocusesoncollegeplanning,backtoschoolplanning,andothereventsincludingcamp,birthdays,andspring/summerbreaks
• Circulation:18,000,readershipover60,000• KeyIssues:
• June:SummerfunGuide• August:BacktoSchoolGuide• September:FallEventGuide
GoodGrit
• GoodGritlaunchedinJuly2015andisapublicationthatpridesitselfonbeingaprogressivereflectionoftheSouth
• Editorialcontentincludestravel,culture,dining,anddiscoveringtheSouth
• Circulation:25,000• KeyIssues:
• July/August:Wanderlust:FocusesontravelingtohiddengemsthroughouttheSouth
Hulu
• Hulu isapremiumstreamingTVdestinationthatiswatchedbyover26.2Muniqueviewersacrossdesktop,mobileandconnectedTV
• Wecurrentlyareseeingavideocompletionrateof98.58%,exceedingindustryaverageby24%
• Wewouldliketoincreasebudgetinordertoincreasereachandfrequencyagainstourtargetaudience
TheWeatherChannelDigital
• TWCDigitalreaches75milliontravelersmonthly• 40%areplanningtovacationintheU.S.withinthenext12monthsand
typicallybooktheirtrip3-6monthsbeforetraveling(Index110)• Morethanhalf(60%),chooseactivevacationswithlotstodo• Wearerecommendingacross-screendisplay approachrunning
mobile,desktopandtablet• Inaddition,werecommendaddinginvideo forastory-telling
component• EstimatedImpressions:3.8M