2013-2014 Media Recommendation
December 2012
Agenda
• Purpose
• Audience Analysis
• Budget Review
• Media Strategy
• Recommended Media Channels
• Next Steps
2
Meet the Blitz Team
• Account Management: Alexandra Glazer
• Display: Carol Cai
• Search Marketing: Taylor Murphy
3
Purpose
• Develop a multi-media approach including display, search and print to promote a
Ski/Snowboard & Stay package
• Review the recommended media plan in support of the following goals:
• Build awareness of Stowe Mountain Lodge Ski/Snowboard & Stay Package
• Generate traffic to SML from new and repeat customers
• Increase number of loyal customers
• Be selective with media choices based on environment and budget parameters
4
Promotion Details
• Ski/Snowboard Package: December 16, 2013 – March 9, 2014
• Print Flight will start in November to pre-advertise (monthly magazines)
• Blackout Dates include Christmas, New Years Eve/Day, Martin Luther King Jr. Weekend
5
Audience Analysis
New England & New York Residents that have Skied/Snowboarded in
the Last 12 months (1,628,000)
Source: MRI Doublebase 2012
MRI Research: Defined Target
• 38% domestically travel and stayed for 3-4 nights
• 78% like to travel to places they have never been
• 52% say when they find a vacation spot they like,
they go back whenever they can
• 65% believe that last minute travel specials are a
great way to get a bargain
• 70% say travel/hotel discounts have a strong
influence on where they stay
• 57% Male / 43% Female • Adults 18-49 (134)
• Adults 18-34 (160)
• 32% College (180)
• 18% Master’s Degree (250)
• 47% Married (86)
• 44% Never Married (165)
• Average HHI $113,767 (153)
• 24% $100-150K (162)
• 21% $75-99K (156)
• 42% Any # of Children Living
at Home (0-17) (103)
• 87% believe that the internet is a great way to
buy products
• 80% like to shop around before making a
purchase
• 72% compare site prices online before purchasing
7
TV Radio Print Digital OOH
Quintile I
Quintile II
Quintile III
Quintile IV
Quintile V
Quintile Definitions:
TV (Quintile V): 17-26.5 hours of TV viewed per week
Radio (Quintile II): 23-50 hours of radio listened to per week
Print (Quintile II): 6-11 magazines read in an average 28-day period
Digital (Quintile II): 9.1-22 hours used in an average week
OOH (Quintile I): 300+ miles driven per week
MRI Research: Media Quintiles
Source: MRI Doublebase 2012
Heavy consumption
Light consumption
Media Quintiles for Target Audience
8
Budget Review
10
Media Overview
Campaign Net Cost Budget
Display $200,000
$500,000
Search $80,000
Print $193,178
Media Services Fee(6% Gross) $473,178
Total Investment $501,568
Media Strategy: Medium Overview
11
Display
Search Print
Recommended Media Channels
Display
13
Display Recommendation
14
BRANDING • LivingSocial
• Pandora
• SnoCountry
• Mobile Fuse
• Real Media Group
DIRECT
RESPONSE
Site Rationale
• Delivers unique and compelling offers
• Eliminates waste through geo-targeting
• Integrates branding and direct response efforts
• Encourages snowballing and social sharing
• 91% plan to or already have returned to merchant1
Ad Units
• 100% SOV in Escape digest for one day
• Presence in daily e-mails for one week
• Custom branded content page
• Branded deal tile on Escapes page
• Escape deal page promotion
• Post purchase promotional unit
• Co-branded Facebook ads
Buy Summary
• Impressions: 5,300,000
• Site Spend: $50,000
15
Display – Living Social
1. https://getfeatured.livingsocial.com/getfeatured/us
Site Rationale
• SnoCountry’s audience consists of 750K skiers
annually
• Provides snow and weather reports as well as event
and resort information
Ad Units
• 300x250, 728x90, 120x600
• Mobile Banners
• Dedicated monthly e-Mail blasts to 80K subscribers
Buy Summary
• Impressions: 830,000
• eCPM: $14.46
• Site Spend: $12,000
16
Display – SnoCountry
17
Display – Pandora
Site Rationale
• Pandora is a cross-platform audio, web banner, and
mobile vehicle that provides local market reach in an
efficient manner
• Delivers messages to highly-engaged users in an
uncluttered environment
• Mobile placements follow the Pandora listener
wherever they go
Ad Units
• :15 or :30 audio
• 300x250, 500x500
• Mobile and desktop audio units, banners, and
companion tiles
Buy Summary
• Impressions: 5,000,000
• eCPM: $5
• Site Spend: $25,000
18
Display – Mobile Fuse
Site Rationale
• MobileFuse offers unique homegrown technologies that boost ROI
• High impact mobile placements and custom ski-themed landing page
• Dynamically target ads • Ex. If there is increased snow to be expected
Ad Units
• Weatherbug takeover 100% SOV
• 300x50, 300x250, 500x500, 480x60
• Dynamic targeting, radius targeting
• Google mobile search keyword activated
• Mobile landing page
Buy Summary
• Impressions: 1,374,327
• eCPM: $7.39
• Site Spend: $10,162.50
Sample Sites
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Display – Real Media Group
The Most Advanced Ad Management
Technology Available
Site Rationale
• Real Media Group drives better results with relevant and engaging creative executions
• Unique partnerships allow for pinpoint targeting, optimization, better CPMs and an overall increase in leads
Ad Units
• 300x250, 160x600, 728x90
• Standard Banner
• Flash or In Banner Video
• Added Value: Dynamic Ad Targeting (Inventory, Audience, Weather, etc.)
• Added Value: 500,000 Bonus Impressions
Buy Summary
• Impressions: 24,294,780
• eCPM: $3.75
• Site Spend: $84,655
Sample Sites
Recommended Display Media Plan
20
Search
21
Why Use Search?
• Builds brand awareness
− If you don’t show up in Search results, how are users going to find you?
• Allows users to immediately connect when actively seeking out brand
• One click away from an “action”
• Among the most effective and cost-efficient channels
− You only pay when someone clicks
• Allows for highly targeted messages
− Ad copy is written per every ad group
• Continuously tested and optimized
− If a keyword or ad isn’t performing well, it is removed/replaced
• Provides real-time data that may be useful in determining landing page
efficiency
22
Search – Process
23
Paid Search
Display
Network
Search Re-
Marketing
Ad
Extensions
In-Text
Mobile/
Tablet
Search
Location-
Based
Search
Search – Process (cont’d)
• Define the Campaign
• Goals
• Audience
• Geography
• Budget
• Brand Analysis
• Website
• Seasonality
• Industry
• Development
• Keywords
• Ad Copy
• Land page assignments
• Engine Selection
• Match type
• Quality score
• Measurement
• Keyword audits
• Ad copy audits
• Landing page audits
• Quality score analysis
• Search query analysis
• Optimization
• Keywords, copy, landing pages
• Bidding and budget
• Expansion
• Engine
• Display networks
• Mobile
24
Keyword Creation via Keyword Tool
Generates potential keywords based off of a few suggestions
25
Keyword Creation via Keyword Tool (cont’d)
26
Contextual Targeting Tool
• Automatically organizes ad groups thematically
• Builds out a keywords, expanding reach and relevancy
• Creates lists of overlooked terms
• Suggests bid prices
27
Contextual Targeting Tool (cont’d)
28
Insights for Search
• Google Trends
• Show how often a term is searched for relative to total volume
• Also shows regional volume of searches to help target more efficiently
29
Insights for Search (cont’d)
30
Insights for Search (cont’d)
31
Placement
32
Placement (cont’d)
33
Search – Fees and What’s Included
Basic Fees:
• $2,500 start-up fee (includes account creations, keyword and ad development)
• $250 ad-serving fee ($250 first 10,000 clicks; additional $250 every 5,000 clicks)
• 15% of net media ($2,000 minimum) monthly
Projected Client Fees
• $2,500 start-up fee
• $500 ad-serving fee (15,000 clicks)
• $12,000 net media fee (based off of $80,000 worth of total media over 3 months)
• Total fees= $15,000
Included services:
• Strategic plan development
• Keyword and ad copy development
• Budget forecasting
• Account creation and implementation
• On-going campaign optimization • Keyword
• Creative
• Landing page
• Quality Score
• Bi-Weekly reporting
34
35
Print Recommendation
• Media Networks, Inc.
− “Luxury” Package
• Elle Décor, Food & Wine, O: The Oprah Magazine, Real Simple, Town & Country, Travel & Leisure
− “Men” Package
• Sport’s Illustrated, Esquire, Men’s Journal
− Customized, demographic & geographic targeted advertising
− Efficiently reach target audiences
− Print: 10 lifestyle-defined magazine packages in over 180 potential markets
36
Print- Media Networks, Inc. Luxury Package
Elle Décor, Food & Wine, O:The Oprah Magazine,
Real Simple, Town & Country, Travel & Leisure
• Affluent consumers who live the good life
Package Demographics
• 76% Female
• Median Age: 46
• HHI: $78,304
• Target: Women HHI 150K+, 59%
Specifically Travel & Leisure
• Median Age: 50
• Male/Female: 44%/56%
• Median HHI: $102,168
Editorial Highlights
• December: Elle Décor, Great Winter Getaways
• January: Travel & Leisure, 500 Ultimate Hotel Guide
37
Print- MNI Luxury Package
Markets Circulation Page Rate
Boston 150,530 $38,300
Albany 28,750 $9,244
Providence 25,460 $9,244
Fairfield/Westchester 76,600 $19,780
38
Print-Media Networks, Inc Men Package
Sport’s Illustrated, Esquire, Men’s Journal
• Affluent men who work hard and play harder: active &
adventurous audience
Package Demographics
• Men 25-54, 46% (166)
• 75K+ 48% (124)
• 100K+ 33 (130)
• Any College 63% (114)
• Any Children 46% (112)
Editorial Highlights
November: Men’s Journal Winter Preview
• Target: 25-54, 42%
• Median Age: 40
• HHI: $72,717
39
Print- MNI Men Package
Markets Circulation Page Rate
Boston 118,440 $23,090
New York City 96,580 $19,580
Fairfield/Westchester 39,040 $8,915
40
Recommended Print Media Plan
41
Media
28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 3 10
MNI Luxury Package
Boston $38,300 $32,555 $65,110
Albany $9,244 $7,857 $15,714.80
Providence $9,244 $7,857 $7,857
Fairfield/Westchester $19,780 $16,813 $16,813
MNI Men Package
Boston $23,090 $19,627 $39,253
New York City $19,580 $16,643 $33,286
Fairfield/Westchester $8,915 $7,578 $15,156
Gross Total $193,190
Total GrossPage Rate (Net) Page Rate (Gross)
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November December January February March
All publications are monthly
All ads are full page remnants
Luxury Package Editorial Highlights:
December: Elle Décor, ‘Great Winter Getaways’
January: Travel & Leisure, ‘500 Ultimate Hotels Guide’
Men's Package Editorial Highlights:
November, Men’s Journal ‘Winter Preview’
Next Steps
• Stowe Mountain Lodge to provide feedback and approval
• Blitz to begin negotiations with media vendors
42
Thank You
