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Ad/Collateral/Media Plan 2004/05

Ad/Collateral/Media Plan 2004/05. Key Messages/Themes Branding vs. Direct Response Media Plan. Key Messages and Themes. Lodging – Packages, Family, Events Ski Resort – Youth Action, Family, Regional. Summary: No clear messaging in place at this time. Contingent on larger strategic plans.

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Ad/Collateral/Media Plan 2004/05

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

  2. Key Messages and Themes • Lodging – Packages, Family, Events • Ski Resort – Youth Action, Family, Regional • Summary: • No clear messaging in place at this time. Contingent on larger strategic plans.

  3. 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

  4. 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.

  5. Media Plan – Review of Traditional Listings 03/04 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

  6. 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

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

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