2014 Co-op Marketing Plan

In 2014 we will: • Enhance the brand through more refined marketing • Reach out to a younger secondary demographic • Speak to target audience across all marketing channels • Understand that Stress Relief is a primary driver for Door County travelers

Those who visit Door County will find a breathtakingly scenic, water-centric landscape

perfectly conducive to their pursuit of relaxation and rejuvenation.

2014 Co-op Goals

The goal of the 2014 Co-op program is to leverage DCVB and partner co-op funding to

attract visitors in our designated market areas to increase tourism visitors and

spending in the county.

DCVB has developed a robust and integrated cooperative marketing campaign to

reach maximum potential target audience penetration across all mediums and with a

further reach than previous years.

The integrated campaign will allow members to place their messages in our key,

target markets and offer various tiers of pricing to fit all budget needs.

DCVB is pleased to introduce a couple of new options to the Co-op program as well as

options that have shown successful in past years.

The Traveler’s Decision Making Process

“I want to go on vacation”

Awareness – Look for ideas through sources like TV, print, social media, billboards, word of mouth, search engines and direct mail.

Interest – Once interested they move to the consideration stage. That’s when they research locations, read reviews, consult with friends and look for incentives.

Decision – They then move to the conversion stage where they likely make phone inquiries, email, watch videos and order a guide book.

Action – Travel arrangements booked.

Loyalty – The vacation experience when businesses have the opportunity to further a relationship that will drive travelers into the loyalty phase. (This is where businesses encourage repeat business)

Advocacy – Doesn’t end with the vacation. Travelers quickly spread the word through referrals, writing reviews and sharing images. They are a voice for those people still in the awareness phase.

PRINT

PRINT: Midwest Living

The Midwest Living reader

demographic profile: Median HHI: $64,654 80% own a home 73% attended/graduated college Median Age: 52 years old 69% are married 42% have HHI over $75,000

Midwest Living will be utilized to showcase a year-long trip

planning tool in the form of a 6-page perforated roll gate insert. This useful guide map will be inserted into the March Issue, Best of Midwest which hits newsstands in February. This strategically timed drop will allow our demographic enough time out to plan their trip. The insert will run in three, key markets including: IA, WI and Chicago suburbs. This will go to over 249,000 paid subscribers.

Midwest Living continues as the leading lifestyle brand that explores the region, savors

unique flavors and celebrates the people who make up the great

Midwest.

PRINT: Midwest Living continued… DCVB will produce one 6-page insert in the March 2014 issue to be used as a planning tool for Midwest

Living readers to plan out their trip details in 2014. The insert will be delivered to 249,000 households in the entire subscriber list in the state of Iowa, Wisconsin and all Chicago Suburb list. The insert will feature a map of Door County that includes features of the county that will make people want to tear out and keep the insert as a planning guide. Ad space available is a 1/6 page ad (3.25” x 2.875”).

$ One Option available: 1) 1/6 Page Ad Premium Back Cover = $1,800 (6 ads available)

What you will receive

Exposure in the March 2014 Insertion that will be distributed to 249,000 households.

Added Value: 1/6 Page Ad will receive 4 months of Reader Service Listing & One Featured Destination

Additional reprints will be available for distribution in the Door County Visitor Bureau (1-5k)

What you will provide

1/6 Page Ad: 3.25” x 2.875”, camera ready, PDF-formatted ad

Materials are due: December 27, 2013

PRINT: Experience WI

Experience WISCONSIN magazine has a total distribution of 55,000 copies. 54,101 are inserted into Chicago’s Pioneer Press community newspapers. 96% are paid subscriptions delivered directly to suburban households located in the North shore and Northwest areas, an affluent audience of “select” premier geographic and demographic markets.

Publishes: Twice a year, seasonally: Spring/Summer & Fall/Winter.

Experience WISCONSIN features destinations, activities, food, culture, history, shopping

and often showcases Door County as one of their feature

destinations.

Experience WISCONSIN reader is….. • A homeowner • College-educated • Around 46 years old • Both male & female even split • Affluent with an average HHI of $94,134 • 38% more likely to be a bicyclist • 104% more likely to visit an art museum • 142% more likely to attend live theater

PRINT: Experience WI continued DCVB will commit to both seasonal print issues in 2014 as spread ads and offer members the opportunity

to feature their destination in these two seasonal issues. This is a nice piece with a long shelf life that can be used as a reference guide when consumers are planning their trip.

$ $375 for one issue (Spring/Summer OR Fall/Winter)

$725 for both issues (Spring/Summer and Fall/Winter)

Please note, there are eight spaces available in each issue.

Issue Dates

Spring/Summer 2014 Comes out early/mid May 2014 Materials Due: March 31, 2014

Fall/Winter 2014 Comes out early/mid Sep 2014 Materials Due: July 18, 2014

What you will provide

One high res photo and logo, Max 50 words copy, Phone Number, Website

You may submit new creative for each issue or run the same for each

insertion.

PRINT: Wisconsin Gazette

The Wisconsin Gazette is a community, LGBT newspaper that informs, engages and empowers Wisconsin’s LGBT community by providing a professional, independent print and online source for news and commentary, as well as coverage of political and cultural issues

Publishes: Bi-weekly Circulation: 25,000 (and continually growing

distribution points) Distribution: Various cities in southeast WI

(Starbucks, Community libraries, Restaurants, Salons, Clinics, Performing Arts Centers, etc.)

2013 DCVB Co-op Ad that ran on 9/26

PRINT: Wisconsin Gazette continued… To continue the presence DCVB has already established in the LGBT market we will continue a

fourth, consecutive year of advertising in the LGBT-focused WI Gazette. In 2013, DCVB had high frequency and presence in each issue of the WI Gazette. For 2014, DCVB is going to scale back and focus on the three, key seasonal promotions: Nature of Romance, Season of Blossoms and So Delicious, So Door County.

$ Option 1: $550 Option 2: $275 Option 3: $100

Issue Dates 1/23, 2/20 (Nature of Romance), 4/17, 5/15 (Season of Blossoms),

9/18, 10/2 (So Delicious)

6 issues total

1/23, 4/17, 9/18 3 issues total

Cost per ONE date/insertion Subject to availability, first

come, first serve

Issue Dates: 1/23, 2/20, 4/17, 5/15, 9/18, 10/2

What you will provide

Print ready ad 4.5” x 2”, Full Color PDF You may submit new creative for each issue or run the same for each insertion.

Materials are due three weeks prior to insertion date.

Please note, there are limited spaces available and dates and schedule are subject to change and will be dependent upon participation level. Sign up is based on first come, first serve.

TELEVISION

* Photo does not depict actual creative

TELEVISION: Time Warner Cable Partner with DCVB and run on Time Warner Cable in the Green Bay, Wisconsin Interconnect Market. Programming has been specifically chosen based on ranking reports geared towards travelers. The core demographic target is Adults, 35-64 against highly-rated networks in primetime programming. DCVB has purchased airtime in 30 second increments

Your pricing reflects a :15 second commercial Your ad will run in conjunction with a DCVB 15 second commercial to equal one 30 second commercial

TELEVISION: Time Warner Cable continued

$ Option 1: $2,500 Option 2 : $1,500 Option 3: $600

Flight 2/24/14 – 5/25/14 2/24/14 – 5/25/14 2/24/14 – 5/25/14

Market Entire Green Bay Market Entire Green Bay Market Entire Green Bay Market

Networks A&E, CNN, E!, ESPN2, Food, HGTV, MSNBC, SyFy, USA

Food, MSNBC, SyFy, TBS, TWC, AMC, E!, Lifetime Movie Network

Total # of :15 spots

130 88 43

Impressions Reach Frequency

Impressions: 143,218 Reach: 43.9% Frequency: 1.5

Impressions: 64,132 Reach: 21%

Frequency: 1.4

Impressions: 47,253 Reach: 16.5% Frequency: 1.3

What you will provide Produced, TV-ready :15 commercial in a .MPG format. Detailed specs will be sent upon sign up. DCVB can provide quality references for assistance with TV spot production.

Out-of-Home Digital Billboards

DoorCounty.com

* Photo does not depict actual creative

OUT-OF-HOME: Clear Channel Digital Board In 2014, DCVB will use out-of-home (OOH) to reach a broader audience and illustrate the dynamic, picturesque and

restful beauty of Door County. We will launch the OOH boards earlier in the year when travelers are planning ahead and looking for recommendations to help plan their trip. The OOH campaign will run in February, March and April to reach visitors during the typical leisure planning stage. DCVB is going offer members their own schedules based off of the highly-discounted and strategically placed boards in key market areas including: Milwaukee and

the Chicago-area.

WHY Billboards??? Billboards are the most viewed OOH media.

Roughly two-thirds of travelers have seen a billboard advertisement in the past month and over 4 in 10 have viewed a digital billboard.

Engagement with billboards is considerably high. Over 8 in 10 billboard viewers make a point to look at the advertising message at least some of the time; nearly half look at the

billboard ad each time or almost each time they noticed one. OOH media delivers more affluent consumers.

OOH media viewers overall are more likely to live in upper-income households and Mega-Milers, the heaviest travelers who account for the majority of OOH ad impressions, are three times as likely to live in an upper-income household compared to light

travelers. Purchasing decisions are often made away from home.

Over two-thirds of travelers make their purchasing decisions at some location outside of their home over the course of a typical week; over half report making their purchasing decisions most frequently when they a not home.

(Source: Arbitron Out-of-home Advertising Study, 2013 Edition)

OUT-OF-HOME: Clear Channel Digital Board continued…

Your schedule will have exposure across eight boards (six in Milwaukee and two in Chicago) Chicago Locations:

I-94 Tri State Toll Way & Russell Road / Facing South / 216,772 weekly impressions I-294 N. Tri State Toll Way & Central Ave / Facing South / 471,626 weekly impressions

Milwaukee Network 1 Locations: Networks 1 & 2 rotate each week back and forth 1-43 & North Ave / Facing South / 308,492 weekly impressions I-94 & Oklahoma Ave / Facing South / 439,479 weekly impressions I-94 & Hwy. KR (Racine/Kenosha) / Facing South / 163,832 weekly impressions I-794 & 6th Street / Facing West / 324,783 weekly impressions Route 45 (Zoo Freeway) & Silver Spring Drive / Facing South / 202,564 weekly impressions I-894 & 60th Street / Facing West / 337,345 weekly impressions

Milwaukee Network 2 Locations: I-94 & 7 Mile Road (Racine) / Facing North / 308,574 weekly impressions I-894 & I-94 / Facing South / 303,011 weekly impressions I-94 & 20th Street / Facing East / 412,555 weekly impressions I-94 & Oklahoma Ave / Facing North / 323,826 weekly impressions I-43 & Hampton Ave / Facing North / 280,068 weekly impressions I-43 & Hwy. V (Sheboygan County, outside of Milwaukee) / 79,960 weekly Impressions

$ Six packages are available for $3,300

Benefits DCVB has a significant spend so you are receiving the cost-efficiency of a highly discounted program. These boards will reach a large number of potential customers. Digital boards allow you to take advantage of the latest technology with no production or printing costs. You can

use compelling offers and change your creative as much as you like. What you will receive

4 week/28 Day Campaign (Choose 4 consecutive weeks from Feb. 3 – March 31, 2014.)

Milwaukee: 104 8-second spots per day on six digital boards = 624 spots per day. Chicago: 150 10-second spots per day on two digital boards = 300 spots per day.

Total of 924 spots per day on all eight boards. Your spot will be rotated on average

every 12 minutes, 24 hours per day for 28 straight days.

What you will provide

http://clearchanneloutdoor.com/files/creative/art-specs-digital.pdf Please see hand out for OOH suggestions DCVB highly recommends.

Materials are due two weeks prior to your 4-week start date. Due to schedule, you can not start later than the week of March 31.

For assistance w/ billboard creative, contact: Jenner Dold, Creative Director – Milwaukee

O 262.506.9014 JENNERDOLD@clearchannel.com

OUT-OF-HOME: Clear Channel Digital Board continued…

DIGITAL

• Social Media –Facebook • eNewsletter • TripAdvisor • Niche Microsites

DIGITAL: Social Media -Facebook DCVB has grown their Facebook base by thousands over the last year and plan to keep growing the number of likes in the

2014 year. Currently, Facebook has 28,870 “likes.” DCVB plans to continue creating engaging, custom content/posts for their Facebook followers. New this year, members can capitalize on their large reach of targeted, qualified customers.

DCVB would like to offer its members the opportunity to post on the DCVB’s Facebook and tap into the thousands of engaged, Door County travel enthusiasts. Members will have the opportunity to feature their event or business on DCVB’s Facebook page.

Current DCVB Facebook User Profile: 80% are women Average age 18-54 IL, MN, WI, MO top users

DCVB will offer four posts per month (only one member post per week) and provide a one-page results at the end of each month.

Exposure to getting your message across to over 28,000 Door County qualified travelers. When travelers are planning their trips one of the first places they will turn to is the official DCVB Facebook page where they know they will find trusted information and great recommendations. This will allow increased traffic to your website or social media outlet.

$ Fixed cost of $100/Post, Max of 4 member posts per month. Sold on a first come, first serve basis. Advertisers may buy more than one month. No

discounts will be applied for multiple posts. By participating in this program, you agree to all of the policies and guidelines attached to contract.

What you will provide

Desired post date, Landing page or URL, 50 words describing your event to post, Image or Video in the format of (Jpg, Gif, Png, Mov, Avi or Youtube link)

DIGITAL: Social Media -Facebook

DIGITAL: E-Newsletter Marketing The revamped e-newsletter offers quality content and a vibrant design that is mobile friendly and engaging. DCVB

utilizes the newsletter to provide news of interest to travelers planning a Door County visit, strengthen brand awareness and inform visitors about the wide range of products and services offered by its members. It provides

traffic to the DCVB website and generates word-of-mouth referrals.

E-Blast 12 E-Blasts are deployed to an opt-in email consumer list of over 200k

individuals per month. Through August of 2013, the E-newsletter has received a total of over 340k opens averaging anywhere between 35k – 49k opens per month.

Each deployment includes photo and company listing linking to your internal newsletter page ad.

E-Newsletter Partners will provide one image, title of

your event, max 280 characters (including spaces) and one URL.

In 2014 DCVB is limiting the number of participants to five members for consistency and uniformity.

DIGITAL: E-Newsletter Marketing eNewsletter will also be prominent on each page of DoorCounty.com and

newsletter content will be available through its search function.

DIGITAL: E-Newsletter Marketing continued…

DCVB will offer five member spaces per month in the E-Newsletter. $ $500/month

Sold on a first come, first serve basis. By signing contract, you agree to the policies and guidelines.

What you will provide

One Image, Title, 280 Characters (including spaces)

What you will receive

1) Small inclusion on the e-blast page that will link to the general e-newsletter 2) One space on the e-newsletter that will include Image, Title, 280 characters and URL

Historical eBlast Data: • The October email deployed on 10/8 with the remail deploying 10/12 to non –openers • Total monthly enewsletters sent for the year 3,231,113 (not including seasonal promos) • 322,423 sent in October (199,135 initial emails sent w/out remails) • Overall delivery rate 99.3% • Overall eblast open rate for Oct 24.8% • CTR 3.2% • Clicks on eblast 6,215 in October • CTO 12.7%

DIGITAL: DoorCounty.com Microsite DCVB hosts eight microsites that showcase the experience sets available for travel enthusiasts looking to narrow their interest set while exploring Door County. Each microsite contains helpful information and links so travelers can plan as much or as little of their trip as they want. Each microsite also features a link to the popular blog segment specific to that niche. Door County is going to offer member advertising on these eight experience set websites. There

will be a max of three advertisers per site (banners will rotate evenly based upon users cookies settings.)

Your ad here or here

DIGITAL: DoorCounty.com Microsite As an advertiser, you have the flexibility to target specific sites to fit your audience. You can choose which

site(s) and how often you’d like to run. You may upload a new creative change each month so you can run multiple offers and messaging.

Microsites available: Arts * Culinary * Motor * Music * Silent Sports * Wedding * Group * Meetings.

$ Cost is PER site & PER size (Choose either 728 x 90 OR 180 x 150) Must be purchased in 3-month consecutive months

3 month cost per site, per size: $150 Max 3 advertisers per site, per month

What you will receive

Banner on microsite of your choice for 3 months clickable to your website or URL

What you will provide

JPG, GIF or PNG file in either 728 x 90 (please note, if choosing 728 x 90, you will also need to provide a 728 x 30 to accommodate for mobile/tablet) pixels in size

180 x 150 pixels in size (20k max file size) + your linking URL

DCVB is not held responsible for the tracking to your website via Google Analytics, or any other form. Materials are due two weeks prior to month running.

DIGITAL: TripAdvisor.com

Door County will continue a third year with the TripAdvisor.com’s DMO sponsorship page which allows Door County to manage, upload and promote their videos, photos, custom content, links to websites, directory of hotels/accommodations, attractions, restaurants, etc.

Link to DMO page: http://www.tripadvisor.com/Tourism-g1012027-Door_County_Wisconsin-Vacations.html

Page views = # of persons who viewed the DMO Page Unique Users = # of new users based off cookies

DIGITAL: TripAdvisor.com Members will have the opportunity to place their banner on one of two permanent banner placements on the

Door County DMO Page. DCVB “owns” these ad spaces so no other non-DCVB member advertiser is allowed to run on this page. The content and advertisers are solely Door County. There are two 300x250 spaces available that will accommodate two advertisers on each of the banner and will alternate ads on every page reload.

Cost is $600/month, 4 max advertisers per month available

Months available: January – December 2014; You may choose your month(s) What you will receive

Permanent Banner sized 300x250 on Door County’s DMO Sponsorship Page for months w/ link to your URL

What you will provide

One, programmed 300x250 banner w/ URL Materials are due two weeks prior to month running.

Your ad here

Important Dates & Contact Information

Co-Op Presentation Dates: DCVB will offer two Co-op presentations to its members to review the 2014

opportunities. Thursday, November 21st & Thursday, December 12th, 2013.

Contract Deadline: Friday, December 20th 2014 by 4 p.m. Contracts are due to DCVB. Contracts must be

completely filled out. By filling out a contract, you agree to the full cost of the program item(s) you sign up for.

You also agree to the guidelines as laid out in this document for each option. DCVB will send you an invoice

that you are expected to pay in full and prior to run of ad. Failure to do so, will result in your advertising

messages being pulled. Space is on a first come, first serve basis.

All contracts and materials must be submitted directly to

Laura Bradley, Marketing and Sales Manager at DCVB

P: 920.743.4456 // F: 920.227.7873 // E: laurab@doorcounty.com

Cost Quantity Total

Date Received by DCVB:

Email:

Phone:

Fax:

Contact Name:

WI Gazette

Door County Visitor Bureau 2014 Co-Op Member Sign Up Sheet

Print

Member Business Name:

Circle week(s): 1/23 2/20 4/17 5/15 9/18 10/2 (Cost per issue) $100

3 Issues included: 1/23, 4/17, 9/18 $275

6 issues included: 1/23, 2/20, 4/17, 5/15, 9/18, 10/2 $550

1/6 Page Premium Back Cover (Max 6 advertisers) $1,800

$375

Both Issues: Spring/Summer & Fall/Winter $725

Cost Quantity Total

Circle ONE Issue: Spring/Summer or Fall/Winter

WI Gazette

Midwest Living

Experience WI

Print

Time Warner Cable

Televis

ionOption 1: 43 (:15) spots $600

$1,500

$2,500Cost Quantity Total

Option 3: 130 (:15) spots

Milwaukee/Chicago 4-week campaignCircle the week you would like your campaign to start:

2/3 2/10 2/17 2/24 3/3 3/10 3/17 3/24 3/31

Time Warner Cable Option 2: 88 (:15) spots

Televis

ionOption 1: 43 (:15) spots

Clear Channel Digital Board

Out-of-H

ome

$3,300

Milwaukee/Chicago 4-week campaignCircle the week you would like your campaign to start:

2/3 2/10 2/17 2/24 3/3 3/10 3/17 3/24 3/31

Clear Channel Digital Board

Cost Quantity Total

Digital

Circle month(s): Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecDCVB

E-Newsletter $500

$600

$100

$150

Please fax contract to 920-743-7873 or email Laurab@doorcounty.com

Circle site choice(s): Art Culinary Motor Silent Sports Wedding Group Meeting Music

List your week preferences below

Microsite(s)

DCVB FacebookDigital

Circle month(s): Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Thank you for participating! By signing this contract you agree to the full cost of the program (items) you sign up for and to the guidelines as laid out in this document for each option. Materials will not be accepted after due dates and it is the advertisers responsibility to ensure that the quality of their ad meets the specifications of publication. DCVB will

send you an invoice that will need to be paid in full and prior to run of each ad and all participants must remain a member in good standing to particpate in the DCVB co-op program. Failure to do so, will result in your advertising message being pulled.

Signature: Date:

DCVBE-Newsletter

Grand Total:Facebook Sign Up: Indicate which week(s) you would like (example: Week of 4/9, 6/11, 9/17, etc.)

Weeks your business wants to reserve:

Microsite(s). Please indicate 3 consective month blocks for each microsite signed up for and preferred

position (example: Music: Mar, 180x150)

TripAdvisor.com Circle month(s): Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec