ITC OCT 2012 – FY13 MEDIA UPDATES. My ID Update. My ID renewed for Year 2 Paid media runs April 1, 2013 – June 30, 2013 Videos E-postcards Giveaways Weekly.

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Presentation transcript:

ITC OCT 2012 – FY13 MEDIA UPDATES

My ID Update. My ID renewed for Year 2 Paid media runs April 1, 2013 – June 30, 2013 Videos E-postcards Giveaways Weekly offers thru Aug 2013 Apply latest learnings from Vitamin ID

FY13 Media Overview. Show strategic media framework today Online Markets Budget allocations Present tactical details at Jan 2013 meeting New content (video, postcards) Flexible with cut-backs & contingency funds Align with Grant Summit recommendations Sync with PR editorial planning Start buying in Feb/March 2013

FY13 Media Overview. Primary program goal is to stimulate overnight tourism to & throughout the state Main metric: Heads in beds Goal: Increase tax collections by 1-5% by June 30, 2013 (FY12 – 6.77%, $7,069,301) Primary campaign goal is to generate interest and consumption of Idaho tourism content Main metrics: Web traffic (unique visitors, videos, cards) TG inquiries subscription opt-ins Contest entries Social media engagements Collateral requests (brochures, RV guides) PR measurements Goal: Increase consumption by 10-15% by June 30, 2013

FY13 Media Details. Media framework Social/PR: Jan/Feb/March Advertising: Prime season of April – June Focus on online media platforms, reporting 70% supporting 11 western states Core national sites – Google, TripAdvisor, FB Advanced geo & behavioral targeting 30% supporting regional feeder markets WA: Seattle/Tacoma, Bellevue, Spokane, Tri- Cities, Yakima UT: Logan, Ogden, SLC/Provo OR: Portland, Salem, Corvallis Target audience (geography/affinity/demography) Paid media: Outdoor family adventure Earned media: Niche markets, boomers

FY13 Media Details Cont. $1,300,000 total advertising budget $1,015,500 for paid media, SEO, rich media hosting, niche advertising (RV) 30% (304,650) for regional heavy-up, $101,550 per region 70% ($710,850) for core national sites, Google, Facebook, TripAdvisor, Pandora $200,000 in Oppty ($60K), Domestic ($40K) and Canada Co-Ops ($100K) $84,500 for agency services, tech licensing, production