2013 Hunting & FishingDigital Media Plan

2013 Campaign Objectives– Increase awareness of Michigan’s hunting and fishing

opportunities – Increase the number of DNR email subscribers

• Utilize display ads to increase email 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.

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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 MediaDisplay banners

Pure Michigan Landing PageNon-traditional display

Mobile Banners

Social MediaFacebook Posts

Sponsored Tweets

Custom ContentCustom 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 Flowchart1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23

Pure Michigan Outdoor Hub Landing Page n/a $20,000

OutdoorHub Content

- Michigan Hunting & Fishing Articles n/a $52,500- Michigan Hunting & Fishing Videos n/a $52,500

Production Total $125,000

OutdoorHub Paid Media - Fishing Focused

-Geo-Target Display Ads 11,307,692 $73,500-Sponsored Site Wraps 1,325,000 $26,500-OutdoorHub.com Billboards 1,000,000 $10,000-eNew sletters 50,000 $2,500-Social Media Promotion 2,500,000 $2,500-Targeted Static Dashboard Ads 1,362,500 $35,000

OutdoorHub Paid Media - Hunting Focused

-Geo-Target Display Ads 11,307,692 $73,500-Sponsored Site Wraps 1,325,000 $26,500-OutdoorHub.com Billboards 1,000,000 $10,000-eNew sletters 50,000 $2,500-Social Media Promotion 2,500,000 $2,500-Targeted Static Dashboard Ads 1,362,500 $35,000

Paid Media - Behavioral Targeting

-AOL Geo-Target Display Ads 22,222,222 $100,000Paid Media Totals 57,312,606 $400,000

Impressions

Production of 8-12 new videosCreation of 110 new articles

J ul Aug Sep Oct Media CostApr May J un Nov Dec

Behavioral Targeted to Outdoor Enthusiasts

Full Year Page Maintenance

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 http://www.michigan.org/fishing/