Ad/Collateral/Media Plan 2004/05 Key Messages/Themes Branding vs. Direct Response Media Plan.

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Presentation transcript:

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.

MagazinesBranding CampaignsV/H Snowboarder-4 listingsV Transworld-4 listingsV Freeskier-3 listingsV Freeze-6 listingsV Exposed-1 listingV Sierra-1 listingH Powder-3 listingsV Ski-2 listingsV Skiing-2 listingsV Newspapers/RadioDirect Response Campaigns Media Plan – Review of Traditional Listings 03/04

Media Plan – Draft Plan for Online Listings 04/05 Search Engine Optimization / PlacementV/H Google Ads ProgramV Banner or Advertorial OnTheSnow.comV IntellicastH SnowForecastV

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