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Finger Lakes Wine Country  2012 Cooperative Marketing Program


Welcome!  Over view and I ntr oductions (5 minutes)  Per for mance M etr ics & T ar get M ar k ets (15 minutes) Cooper ative Pr ogr am (15 minutes)  M edia Buy Enhancements (15 minutes)  Q& A (10 minutes)


Introductions M eet the F inger L ak es Wine Countr y team:

Chr istina Chely

T er esa D egar mo

Pr esident

M ar k eting & PR M anager

Communications M anager

Email 607-936-0703

Email 607-936-0704

Email 607-936-0701

M or gen M cL aughlin

Vir ginia (Ginny) Campbell Office M anager

Email607-936-0706


2011 Performance Metrics FingerLakesWineCountry.com November 28, 2010 – November 27, 2011

SEARCH

AAA

MAG

DIGITAL

AAA RADIO

TV

Top referring sites in 2011 • Google • Bing • Yahoo • Facebook • CMOG • AOL

AAA

AAA

Top referring states in 2011 • New York • Pennsylvania • New Jersey • Ohio • Massachusetts • Florida • Maryland • Connecticut • Virginia • California


2011 Performance Metrics Site visitation from New York State


2011 Performance Metrics Site visitation from Pennsylvania


2011 Performance Metrics  Summar y by Sear ch Engine Google

Bing

T otal

Spend

$31,590.03

$11,147.54

$42,737.57

I mpr essions

2,163,119

1,752,405

3,915,524

Click s

72,792

20,661

93,453

CT R

3.44%

1.27%

2.39%

eCPC

$0.42

$0.50

$0.46


2011 Performance Metrics  Summar y by Sear ch Engine Google

Bing

T otal

Spend

$31,590.03

$11,147.54

$42,737.57

I mpr essions

2,163,119

1,752,405

3,915,524

Click s

72,792

20,661

93,453

CT R

3.44%

1.27%

2.39%

eCPC

$0.42

$0.50

$0.46


2011 Performance Metrics  RADIO Buffalo (WYRK/ WJYE) May 2 – July 3 & July 25 – August 14 Scranton (WGGY/ WKRZ/ WILK) May 2 – July 3 & July 25 – August 14 •Total Ads – 930 purchased | 112 bonus •$187,750 in added value

TELEVISION Buffalo (YNN) – May 2 – July 24 Northern New Jersey (News 12) – April 18 – July 10 •Total Ads – 1,473 •$22,320 in added value

ENEWSLETTERS •Total emails sent – 668,468 •Average open rate – 31.9%

AAA LEADS 5,186

APP DOWNLOADS 7,000+


2012 Target Market • Northeastern Pennsylvania • Buffalo & Western New York • Northern New Jersey • Rochester, New York


2012 Target Demographic • 35-54 year-old woman • College educated • Household income +$75,000 • Lives within a five-hour drive to FLWC

ROI Study


Pillars of FLWC Marketing

WI N E

BEAU T Y

H I ST OR Y

AF F ORD A BL E


2012 Marketing Program Integrating marketing program includes… See the beauty, feel the history, taste the wine • Radio Spots • AAA Program (Print & Online) • Digital Video •Digital Banner Ads • Travel Magazine (Direct & Distribution) • Web Marketing • Mobile Marketing (App & Ads) • Social Media • Media Relations •Value added promotions • 800-813-2958 personalized help


2012 Media Buy Strategic mix of… • Radio commercials • AAA integrated program • Digital and mobile display • Paid search on Google, Yahoo, and BING

Added Value • Radio Sweepstakes & Prize Packages (on air & Web) • Web impressions • Access to the FLWC contest database


RAD I O SPOT S Buffalo N or ther n Pennsylvania

Wine Countr y F ocus

F amily-fun F ocus

Ar ts & Cultur e F ocus

F all H ar vest Pr eview

Winter Wine Week ends


AAA PROGRAM

AAA Car & T r avel N ew Yor k City M etr o

AAA M ember Connections Wester n N ew Yor k

AAA T r aveler N ew Jer sey


AAA Program

Microsite, e­newsletter, and contest from 2011

DIRECT LINK

DIRECT LINK


AAA Program

Custom online editorial – Member Connections Web site. 


AAA Program

Custom online editorial – Member Connections Web site. 


AAA M ember Connections • 500,000 cir culation • Buffalo, Rochester , Syr acuse • F ull-page ad pr int and digital • Summer 2012 (family tr avel) • F all 2012 (w ine countr y focus) • M obile T ag Scanned 35 times


F inger L ak es Wine Countr y D igital D isplay geo & demo tar geted 160x600

300x250

728x90


D igital D isplay - Cooper ative


D igital D isplay – F oodandWine.com


D igital Cooper ative Ads on F inger L ak esWineCountr y.com


D igital Banner s D emocr at & Chr onicle | F inger L ak esWine.com | M ar ch – N ovember 2012 Enti r el y Co-op suppor ted – subject to pa r ti ci pa ti on


AD D ED VAL U E

T r ip Giveaw ay Pr omo 106.5 WYRK F M Buffalo

Finger Lakes Wine of the Week WKRZ FM | Scranton

F inger L ak es F r idays 96.1 Joy F M Buffalo


Media Buy Enhancements  Ongoing public relations efforts 191,478,505 impressions YTD | $2,595,332 ad equivalency (DCI)


PACKAGE  1 ­ $10,500+ D I GI T AL • Digital Display - Ad Networks (Demo and Geo targeted) •1,000,000 impressions delivered - 300x250 banner •Banner on FingerLakesWineCountry.com homepage •300x250 banner - 12 months - Up to 4 design changes •FingerLakesWine.com (Rochester) •Three months of your choice (March – November, 2012) •728x90 leaderboard on homepage - 300x350 pop-out banner - 300x600 double in editorial AAA • Member Connections (Buffalo/ Rochester/ Syracuse) • Logo or photo, web site, and short description included in: •2 - Full page Finger Lakes Wine Country ads (summer & fall issues) •Destination Spotlight landing page •Custom online editorial •Car & Travel (New York City Metro) | Traveler (New Jersey) •AAA Contest •Must donate product/ gift card/ experience of at least $100 value •Inclusion in contest, eNewsletter •Receive contest leads RAD I O •WKRZ/ WGGY/ WILK (Scranton/ Wilkes Barre)| WYRK/ WJYE (Buffalo) •:30 radio donut – 2 weeks (130 ads total across both markets) •Inclusion (or first right of refusal) on all added value components •Script writing included


PACKAGE  2 ­ $6,225+ D I GI T AL • Digital Display - Ad Networks (Demo and Geo targeted) •750,000 impressions delivered - 300x250 banner •Banner on FingerLakesWineCountry.com homepage •300x250 banner - 9 months - Up to 3 design changes •FingerLakesWine.com (Rochester) •One month of your choice (March – November, 2012) •728x90 leaderboard on homepage - 300x350 pop-out banner - 300x600 double in editorial AAA • Member Connections (Buffalo/ Rochester/ Syracuse) •Logo or photo, web site, and short description included in: •1 - Full page Finger Lakes Wine Country ad (summer or fall issue) •Destination Spotlight landing page •Custom online editorial •Car & Travel (New York City Metro) | Traveler (New Jersey) •AAA Contest •Must donate product/ gift card/ experience of at least $100 value •Inclusion in contest, eNewsletter •Receive contest leads RAD I O •WKRZ/ WGGY/ WILK (Scranton/ Wilkes Barre)| WYRK/ WJYE (Buffalo) •:30 radio donut – 1 week (65 ads total across both markets) •Inclusion (or first right of refusal) on all added value components •Script writing included


PACKAGE  3+ ­ $2,325 D I GI T AL • Digital Display - Ad Networks (Demo and Geo targeted) •500,000 impressions delivered - 300x250 banner •Banner on FingerLakesWineCountry.com homepage •300x250 banner - 3 months - Up to 2 design changes AAA •Car & Travel (New York City Metro) | Traveler (New Jersey) •AAA Contest •Must donate product/ gift card/ experience of at least $100 value •Inclusion in contest, eNewsletter •Receive contest leads


PACKAGE  4+ ­ $1,500 SEARCH • Choose your level of investment


+PAID SEARCH

CH OOSE YOU R L EVEL • Tier 1 | $850/ month | 1700-1900 clicks • 6 months = $5,100 • 12 months = $10,200 • Tier 2 | $1,000/ month | 2000-2225 clicks • 6 months = $6,000 • 12 months = $12,000 • Tier 3 | $1,250/ month | 2500-2800 clicks • 6 months = $7,500 • 12 months = $15,000


Media Buy Enhancements WEB SOCI AL M ARKET I N M ED I A EXPOS G & F EST I M OBI L E VAL S T RAVEL M ARKET I N M AGAZI N E G


Travel Magazine • Custom magazine • 72+ pages four-color • FLWC funders receive a 25%discount on ads • Circulation: 150,000 • In market: March 2012 • January 17 – Ad deadline


Wine Expos & Festivals  Includes leads from trip giveaway, FLWCbranded sign, inclusion in the FLWC branded tasting booklet.  Funding partners receive a discount off table prices. ____________________________________________________ Boston Wine Expo, Januar y 21-22, 2012 $880 per table | $550 per half table Washington D C Wine and F ood F estival, F ebr uar y 11-12, 2012 $750 per table | $425 per half table N ew Yor k City Wine Expo, M ar ch 2-4, 2012 $1000 per table | $600 per half table Buffalo Wine F estival, M ar ch 31, 2012 $575 per table | $300 per half table N ew por t Wine F estival, August 17-19, 2012 $1110 per table | $600 per half table Wine Riots (Boston – Apr il 19-20, N YC – September ) $400 per table


Free Marketing Opportunities F L WC Web Sites • Partner Page http:/ / fingerlakeswinecountry.com/ Partners.aspx • Check listing in database and/ or your landing page • Send us updated information to post, including photos, videos • Event listings • FLWC.mobi and Travel App Your Web Site • Link to FingerLakesWineCountry.com • Have regional information Social M edia • Facebook o Favorite our page & make sure we favorite your page o Comment on our page for exposure to 41,600+ fans! • Blog Talk Radio, Wine Country Insider • Twitter o Register and share your Twitter name o Use hash tag #flxwine Roundtable M eetings


County Partnerships • Steuben County o Administered through the Steuben County Conference and Visitors Bureau, TPA

• Chemung County o Administered through the Chemung County Chamber of Commerce, TPA

• Schuyler County • Administered through the Watkins Glen Area Chamber of Commerce, TPA

• Yates County • Administered through the Yates County Chamber of Commerce, TPA


Thank You 2011 Cooperative Partners! The Corning Museum of Glass Rockwell Museum of Western Art Seneca Lake Wine Trail Cayuga Lake Wine Trail Rooster Hill Vineyards

Fox Run Vineyards Inn at Glenora Wine Cellars Watkins Glen International Dr. Frank Vinifera Wine Cellars Fulkerson Winery Hazlitt 1852 Vineyards Swedish Hill Vineyards Three Brothers Wineries & Estates Wagner Vineyards Watkins Glen Harbor Hotel


Thank You 2011 Funders! PU BL I C Steuben County Chemung County Schuyler County Yates County Corning Enterprises (public match)

PRI VAT E


Questions?

Finger Lakes Wine Country 2012 Cooperative Marketing Program  

Finger Lakes Wine Country offers a comprehensive cooperative marketing program to our tourism partners. This presentation details 2011 perfo...

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