2013 Hunting & Fishing Digital Media Plan

2013 Campaign Objectives – Increase awareness of Michigan’s hunting and fishing opportunities – Increase the number of DNR subscribers Utilize display ads to increase sign-ups – Increase hunting and fishing licenses sales Develop custom articles & videos that focus on DNR related content to increase awareness of DNR activities & services. Measure overall license sales Measure new (recruitment) Measure renewal (retention) Measure outstate (targeted OH, IN, IL, WI) – Increase percent of online sales (compared to previous years) Drive users to the landing page through targeted site wraps.

Campaign Strategy Details Strategy: A full-year of the Pure Michigan custom landing page hosted by Outdoor Hub The creation of fresh, seasonally relevant custom Michigan content (videos & articles) Paid digital media support (both traditional and non-traditional banner ads) Social media extensions

2013 Hunting & Fishing Strategy Paid Digital Media Display banners Pure Michigan Landing Page Non-traditional display Mobile Banners Social Media Facebook Posts Sponsored Tweets Custom Content Custom Articles Custom Videos Work with Outdoor Hub to develop a multi-dimensional campaign leveraging targeted paid and social media extensions to drive users to custom content on a dedicated landing page.

Campaign Strategy Details Media Partners: ─Outdoor Hub – Primary media partner ─Ad Network (ex. AOL) - Secondary traffic driver directing users to the custom content on the Pure Michigan landing page. Paid Media Target Markets: Michigan, Ohio, Indiana, Illinois, and Wisconsin Flighting: Support throughout the year with heavy-ups during the peak hunting and fishing seasons:

2013 Campaign Flowchart

2013 Creative Video production ─General Fishing ─Salmon Fishing on the big lake ─Muskie Fishing on Lake St. Clair ─Duck Hunting on Saginaw Bay ─Grouse and Woodcock Hunting 100+ Articles Digital banners Value-added promotion -- Fall and Winter Travel Guide content -- Kevin VanDam fishing video