Ad/Collateral/Media Plan 2004/05

Key Messages/Themes

Branding vs. Direct Response

Media Plan

Key Messages and Themes

Summary:

-No clear messaging in place at this time. Contingent on larger strategic plans.

Lodging – Packages, Family, Events Ski Resort – Youth Action, Family, Regional

Branding vs. Direct Response Branding (Collateral)

Winter and Summer Travel Planners Brochures (Sierra Star, Sports School) Rack Cards Trail Maps Rate Sheets In-House Banners Sponsorship Co-Branded Messaging Promotional Items

Branding (Advertising) Billboards Transworld Resort Guide Sierra Magazine Freeze and Powder (YAS) Ski and Skiing Magazine Travel Publications (various) Mammoth Lakes Visitor’s Guide

Direct Response (Collateral) Rave Cards (JMM) Postcards (Opening Day, BAF) Rack Cards (SSF, etc.)

Direct Response (Advertising) MVP Sales Conditions Events Radio Ads/Tags Newsletters

Media Plan – Overview

We shall base our plan on sound research into the media audience, negotiation for best pricing/terms and evaluation of results.

Research – fully identify and understand the target audience for each media selection. Some other factors to identify are penetration, frequency and reach.

Negotiation – maximize our budget based on careful negotiation of terms and attempting to purchase space as far in advance as possible where it will provide a better “package” deal for us throughout the year.

Post Analysis – study response to ads placed in specific publications or locations. This should be accomplished through our established methods such as study of MCV source codes and guest surveys.

Magazines Branding Campaigns V/H Snowboarder - 4 listings V Transworld - 4 listings V Freeskier - 3 listings V Freeze - 6 listings V Exposed - 1 listing V Sierra - 1 listing H Powder - 3 listings V Ski - 2 listings V Skiing - 2 listings V

Newspapers/Radio Direct Response Campaigns

Media Plan – Review of Traditional Listings 03/04

Media Plan – Draft Plan for Online Listings 04/05

Search Engine Optimization / Placement V/H Google Ads Program V

Banner or Advertorial OnTheSnow.com V Intellicast H SnowForecast V

Schedule

Summary:

-No specific schedule in place at this time. Will base this on the larger strategic plans.