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6.16.16
Proposal for ServicesDestination Newport Committee
Our ObjectiveTo work hand-in-hand with the committee in achieving your goal to promote Newport as a year-round tourist destination in order to increase room tax revenue and total visitor spending.
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Team Members
✤ James Rand- Creative Director
✤ Matt Koyak - Digital Marketing Director
✤ Eric Worman- Developer
✤ Kara Wyatt - Designer (web)
✤ Nancy Steinberg - Copy Writer
✤ Nathan Howard - Photographer
✤ JoHanna Wienert - Photographer
✤ Travis Leonard - Illustrator
✤ Emily Brown - Designer (Print/Outdoor)
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Brief History of the Relationship
✤ In 2011, the News-Times became the agency of record for the City of Newport.
✤ The decision instantly freed up more than $200,000 in the committee’s budget for media buys.
✤ From 2012-2015, the city of Newport has realized $34 million in total combined tourism spending increases.
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Total Tourism Spending Increase
$29m
$31m
$32m
$34m
$35m
2000-2011 2012-2015
$34m
$30m
Proposal 2016-2017This year’s proposal will be broken down into creative/production, printing, and digital services.
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Deploy Promote Engage
Objectives
Monitor
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WebsitePrintOutdoor
Google Instagram Facebook Tumblr YouTube MicrositesKeyword Opt.Ad WordsDisplay NetworkAnalytics
PhotographyHashtagsPosts
AdvertisingBoosted PostsAnalyticsContentPosts
Post Content Pre-roll Video Ad Placement
ContentAnalyticsLead Capture
ContentAnalyticsUpdating
CampaignCreative
CampaignCreative
2015
PrintOutdoorCampaignCreative
CampaignCreative
2016
/ 20
17
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WebsitePrintOutdoor
Google Instagram Facebook Tumblr YouTube MicrositesKeyword Opt.Ad WordsDisplay NetworkAnalytics
PhotographyHashtags
AdvertisingBoosted PostsAnalyticsPost Content
Post Content Pre-roll Video Ad Placement
ContentAnalyticsLead Capture
ContentAnalytics
CampaignCreative
CampaignCreative
2015
PrintOutdoorCampaignCreative
CampaignCreative
2016
/ 20
17Boosted Posts
Post
Post Content
Facebook Tumblr
Website
HashtagsPosts
Updating
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Deploy
PromoteEngage
Tactics
MonitorWebsite
Outdoor Google
Tumblr
YouTube
Microsites
Microsites
Reporting: website traffic and social media engagement on the 15th of each month.
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Tools
SEM Search Engine Marketing
✤ Keyword Optimization
✤ Google Ad Words
✤ Google Display Network
SMM Social Media Marketing
✤ YouTube Pre-roll
✤ Facebook Ads
✤ Facebook Boosted Posts
✤ Instagram Posts
SEO Search Engine Optimization
✤ Micro Sites
✤ Tumblr Blog Posts
✤ Website Content Optimization
DO SOMETHING .THEY’RE YOUR VACATION DAYS,
DISCOVER , OREGON. 1-800-coast44 d iscovernewport.com
Creative/ Production
✤ Write, design, illustrate, or otherwise prepare Newport’s advertisements, including commercials to be broadcast, or other appropriate forms of Newport’s message.
✤ Properly incorporate the message in mechanical or other form and forward it with proper instructions for the fulfillment of the order.
✤ Check and verify insertions, displays, broadcasts, or other means used, to such degree as is usually performed by advertising agencies.
✤ Develop new marketing campaign (conception, creative design, copy-writing, graphic design and resizing, final mechanicals, and delivery) designed to address the completion of the Rt. 20 project.
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Printing Services
✤ Design, copy writing, and printing of a 19.5”x 9” 4-panel brochure on 99# Sonoma matte stock with reply card.
✤ Tracking and final reporting on Brochure QR Code analytics.
VA C AT I O N d a y s . .N E W
t h e y ’ r e Y O U R
L E T ’ S S TA RT W I T H Y O U R H A N D S . They’ll be
doing lots of touching. From stroking a prickly
sea star, to pulling in a pot teeming with crab, to
raising a pint of one of our own craft brews, the
options are too many to count with your fingers.
E S T .
. . . d o s o m e t h i n g
N E W P O R T. T h e C O A S T Y O U R E M E M B E R .
Newport is alive. A town that touches the parts of you that
love being immersed in authentic moments you won’t
forget. Even when your visit’s over, Newport doesn’t
leave you.
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365
1 Yaquina Head Lighthouse & Interpretive Center
2 Historic Nye Beach3 Visual Arts Center4 Fairgrounds5 Don Davis Park6 Performing Arts Center7 Library8 Courthouse9 Post Office10 Recreation Center11 City Hall/Police Station12 Burrows House Historical
Museum13 Chamber of Commerce &Visitor Information14 Historic Bayfront15 Hospital16 Bus Depot17 Coast Guard Station18 Yaquina Bay Lighthouse19 Marine Science Center20 Oregon Coast Aquarium21 Airport22 Pacific Maritime Museum
L E G E N D
Driving Directions:From the North: From Portland, take I-5 south to Corvallis, Exit #228 to Hwy 34 west. Head west on Hwy 20 to Newport. Or take Hwy 99 west to Hwy 18 through Lincoln City. Head south on Hwy 101 to Newport.From the South: From Eugene or further south, take I-5 North to Corvallis, Exit #228 to Hwy 34 west and then take Hwy 20 to Newport.
1 8 8 2
SCANto start your adventure!
discovernewport.com 12
Digital Services
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✤ Goals - Increase traffic to discovernewport.com and increase Facebook engagement.
✤ Content is King - A partnership with Travel Newport as the primary means of creating keyword rich content.
✤ How we will use the content?
1. SEM - identify the keywords the opportunities for keyword optimization. Nancy will then write content for Travel Newport and Discover Newport that are based on those keyword opportunities.
2. SEO - Optimization of web content.
3. SMM - Promotion of the website content through Facebook and Instagram.
Go to this reporthttp://www.discovernewport.com http…www.discovernewport.com
Apr 30, 2016 May 30, 2016Audience Overview
Language Sessions % Sessions
1. enus 8,559 95.00%
2. (not set) 84 0.93%
3. enca 81 0.90%
4. engb 53 0.59%
5. en 20 0.22%
6. de 17 0.19%
7. ptbr 16 0.18%
8. dede 15 0.17%
9. c 13 0.14%
10. zhcn 13 0.14%
Overview
Sessions
May 6 May 13 May 20 May 27
250250250
500500500
Sessions
9,009Users
7,727Pageviews
25,934
Pages / Session
2.88Avg. Session Duration
00:02:50Bounce Rate
39.65%
% New Sessions
85.75%
New Visitor Returning Visitor
14.2%
85.8%
© 2016 Google
All Users100.00% Sessions
ReportingWe will send a report on website traffic and social media engagement on the 15th of each month. We can also provide specific reporting insights for particular campaigns.
✤ Google Analytics
✤ Facebook Insights
✤ Custom Reports for specific campaigns
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Cost of Services
Creative and Production…………………$50,000
Printing…………………………………….$23,000
Digital Content Marketing………………$50,000
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Recommended Campaign Placement Budget
Google Ad Words………………………..…$18,000
Google Display Network………………….$10,800
YouTube Pre-roll……………………………$5,000
Facebook Ads………………………………..$3,000
Facebook Boosted Posts……………………$9,000
All dollar amounts quoted above are annual.
““Any business arrangement that is not profitable to the other person will, in the end, prove unprofitable to you. The bargain that yields mutual satisfaction is the
only one that is apt to be repeated.”
– Henry R. Luce
