gannettlocal Sales Presentation for Atlantic City

GannettLocal Sales Presentation For Atlantic City All Rights Reserved

The GannettLocal Team

Joshua Crafter Media Strategist

Cheng-en “Candy” Lee Research and Analyst

Li Tang Media Analyst

Nancy Weickhardt Lead Creative

•  What We Do •  What Atlantic City Needs •  How We Can Address Those Needs •  Product Competition •  Medium Competition •  Target Market •  Media Plan •  Q&A

GannettLocal for Atlantic City

Casinos on the Northeast

Competition

Las Vegas

How Can Atlantic City Use Advertising To Distinguish Themselves From Competition?

Why Digital?

Where consumers are directed to

Why Digital?

2007 2010

Consumers spending more time online

Why Digital? Segmented consumers

I tend to trust the information on websites that I have heard a lot about.

I am doing more of my shopping on the Internet than before.

When I need information the first place I look is the Internet.

The Internet has changed the way I shop for products/services.

The Internet has changed the way I get information about product/services. Targeted

segment

Why Digital?

Spend high number of hours on personal computer at work

Use the internet to search information for airline/car/hotel reservation

Use computer for travel planning purpose at work

Target segment is MORE likely to ... than average

Gather information for shopping in general

Why GannettLocal?

“Target. Engage. Convert.”

GannettLocal, a Gannett Company

Why GannettLocal?

SEO

Paid Media

Social Media

Retargeting

Mobile

Email Web Dev

Maps/Rep Video

Why GannettLocal? GannettLocal is

— Brad Robertson Publisher of Vermont's Burlington Free Press

“a high-touch marketing consultation and a suite of multi-platform solutions …... delivered by a team of dedicated experts over the phone.”

Couples, Ages 21-35, without children, Annual household income of more than 75k, Tri-States and Northeast States

Target Audience

•  More likely than average to visit to casinos, museums, shows, theaters, beaches, concerts, comedy clubs, and/or theme parks

•  Use online travel services for airplane tickets, hotel reservations and/or car rentals

•  Actively seeks information on movies, news, weather, and real estate listings online

Target Demographic

Our target geographic area is:

•  Close to Atlantic City

•  Wealthier than average

•  More likely to check in on Facebook

Jesse and Caitlin, newly married Caitlin celebrated her 27th birthday in Atlantic City

Target Persona

•  Increase Atlantic City’s presence and interactivity on the Facebook, Twitter, Google + and Pinterest social media networks

•  Reach our target audience via advertising on the Facebook social media network

•  Revamp Atlantic City’s presence on search engines by virtue of SEO

•  Reach our target audience via advertising through Google’s Adwords platform

•  Specialized targeting and retargeting

What We’ll Do For You

•  Advertise evenly on Facebook and Google AdWords •  Clicks Not Impressions •  Instantly visible •  Real time analytics •  Change advertisements if they aren’t working •  “22% of PPC campaigns achieve returns in excess

of 500%.”

Paid Media

•  March 1st, 2013 – February 28th, 2014 •  $0.90 Cost Per Click •  2.3 Million Demographic •  Promote the Atlantic City Facebook Page

o  On-Page Advertisements o  Sponsored Stories o  2012 Nature International Weekly Journal of Science

Facebook Advertising

Sample Sponsored Story

Facebook Advertisements

Facebook Advertisements

Facebook Advertisements

•  Most “relevant” entries pop up first o  Most searched o  Most linked to o  Proximity to words searched

•  Lower ranking = few clicks •  Evaluate AtlanticCityNJ •  90% of “U.S. internet users (aged 14+) will browse or

research products online in 2012” — Hubspot

Search Engine Optimization

•  March 1st, 2013 – February 28th, 2014 •  $0.71 Cost Per Click •  4 Advertisement Focus

o  DO Atlantic City o  Shopping and Commerce Options o  Entertainment Options o  Vacation Options

Google AdWords

•  Casino •  Resort •  Hotel •  Boardwalk •  Entertainment/New Jersey Entertainment •  Concerts/New Jersey Concerts •  Vacation Deals •  Shopping •  Beach •  Boardwalk Empire

Google AdWord Keywords

Sample Google Advertisements

Google AdWords

Retargeting, in it's most simple terms, is an advertisement that follows you like Casper. Everywhere you go, you see it. A website you visit, in this case, Atlantic City, will drop a cookie into your browser or on your computer.

Google then picks up that cookie, recognizes the cookie from Atlantic City, and then shows you an advertisement for Atlantic City

Retargeting

Three options

Social Media Outreach

9 out of 10 internet users visit a social networking site at least once per month — comScore, 2011

GannettLocal Facebook/G+ Posts

Twitter/Pinterest Posts

Cost Per Month

MySpace Level 15 30 $899

Twitter Level 22 45 $1999

Facebook Level 30 70 $3999

Roughly 330,000 Advertisement Clicks

Click Through Goal

Three Options

Cost Per Click Budget

GannettLocal Clicks Estimated CPC Budget

MySpace Level 50,000 $48,100

Twitter Level 200,000 $185,000

Facebook Level 330,000 $310,000

The Campaign That Works Best For You

Total Cost

GannettLocal Estimated Total Cost

MySpace Level $100,000.00

Twitter Level $275,000.00

Facebook Level $500,000.00

Added Value

Added Value

•  GannettLocal is a digital marketing agency for a changing world

•  Atlantic City needs greater awareness among affluent Millennials and young, affluent Generation Xers

•  That target demographic is online, and we know how to reach them

•  Atlantic City’s competition is more or less Las Vegas, regional shopping and entertainment hubs, and independent casinos

•  GannettLocal’s competition is traditional media

GannettLocal

•  Our target market is young, affluent, in a long-term relationship, enjoys social activities, and lives in the Northeast

•  Our Media Plan includes Facebook and Google advertising, social media outreach, SEO, and retargeting

GannettLocal for Atlantic City

Questions?

GannettLocal for Atlantic City