Support
The Teal Book of Midwest
Marketing
2020
Midwest Marketing
Creative Production Team Art Director
Art Director
Director of Content
VP of Client Services
Digital Strategist
President/CEO
Todd Goetz Bret Mattice Rachel Johnson Film/Digital Production
Video Department
Christi Faris Megan Batteen Dawn Claymore
01. Film Production
Bret Mattice Media
Digital Video Client
Granite Automotive Example
Checking Oil Demo https://youtu.be/hkqz-wxRHGI
Online
02. Film Production
Bret Mattice Media
Digital Video Client
Granite Automotive Example
Tailgate Demo https://youtu.be/RKHibyHCjAY
Online
03. Film Production
Rachel Johnson Media
Digital Video Client
Hart Ranch Camping Resort Club Example
Social Media Sales Promotion https://youtu.be/pUVSooNfM3Y
Online
04. Film Production
Bret Mattice Media
Digital Video Client
Dakota RV Example
Social Media Walk Around https://youtu.be/pUVSooNfM3Y
Online
05. Film Production
Video Department Media
Digital Video Client
Midwest Marketing Example
Digital Marketing Video https://www.youtube.com/ watch?v=8tqReXpz2cQ
Online
06. Film Production
Bret Mattice Media
Digital Video Client
Midwest Marketing Example
How Snapchat Filters Work Demo https://www.youtube.com/ watch?v=ukZ0gImV0Mc
Online
07. Film Production
Video Department Media
Long Form Video Client
GCC Dacotah Example
Safety Video https://www.youtube.com/ watch?v=t7bPOceIAMw
Online
08. Film Production
Video Department Media
:30 Video Client
Granite Automotive Example
September Selldown Commercial https://www.youtube.com/ watch?v=KEIUEo5SPLc
Online
09. Film Production
Video Department Media
:30 Video Client
Granite Automotive Example
Red Hot Clear the Lot https://www.youtube.com/ watch?v=umJgEQwt9X0
Online
10. Film Production
Video Department Media
:30 Video Client
Granite Automotive Example
Your #1 Choice https://www.youtube.com/watch?v=CoiVKtYS2zY
Online
11. Film Production
Video Department Media
:30 Video Client
Waikem Auto Family Example
Subaru Impreza Commercial https://www.youtube.com/ watch?v=0e8cRczDHSc
Online
12. Film Production
Video Department Media
:30 Video Client
Black Hills Sports Show & Sale Example
2020 Show Commercial https://www.youtube.com/watch?v=x1ciF5JibHg
Online
13. Film Production
Video Department Media
:30 Video Client
Prairie Wind Casino Example
Money Money March Commercial https://www.youtube.com/ watch?v=82W5-nFDwkg
Online
14. Film Production
Video Department Media
:30 Video Client
Black Hills Works Foundation Example
2020 Gala Commercial https://www.youtube.com/ watch?v=f0B5nI6eESc
Online
15. Film Production
Video Department Media
Long Form Video Client
Ainsworth Benning Example
Welcome Video https://www.youtube.com/ watch?v=ZMXARaHX30Y&t=62s
Online
16. Film Production
Video Department Media
:30 Video Client
Prairie Wind Casino Example
Casino Branding Spot https://www.youtube.com/watch?v=Ojk3Ia50o_A
Online
17. Film Production
Video Department Media
:30 Video Client
Eye Institute Example
See Life Clearly Commercial https://www.youtube.com/watch?v=FccuTdrbi64
Online
18. Film Production
Video Department Media
:30 Video Client
Dakota RV Example
Chronic Tent Syndrome Commercial https://www.youtube.com/watch?v=frtBsTqBzjQ
Online
19. Art Director
Todd Goetz Media
Print Client
Black Hills Sports Show Example
Archery Shootout Poster
20. Art Director
Todd Goetz Media
Print Client
Black Hills Sports Show Example
Strider Adventure Zone Poster
21. Art Director
Todd Goetz Media
Print Client
Cory’s Point S Tire & Auto Service (605) 716-6600 1700 Camden Drive, Rapid City, SD
1909 5th Ave., Belle Fourche, SD (605) 723-7700
Example
Postcard and Sticker
22. Art Director
Todd Goetz Media
Print Client
Catholic Social Services Example
Magazine Ad
23. Art Director
Todd Goetz Media
Print Client
Diesel Machinery, Inc Example
Takeuchi Launch Billboard & Postcard
24. Art Director
Todd Goetz Media
Promotional Client
FMG Engineering Example
Koozie
FMG E����������
FMG E����������
25. Art Director
Todd Goetz Media
Print Client
Granite Automotive Example
Postcard
26. Art Director
Todd Goetz Media
Promotional Client
Hart Ranch Camping Resort Club Example
Event T-Shirts
Wild
Boar
COWPOKE CAMP
27. Art Director
Todd Goetz Media
Print Client
Hart Ranch Camping Resort Club Example
Associate Upgrade Flyer
28. Art Director
Todd Goetz Media
Print Client
Hart Ranch Camping Resort Club Example
Pool Reservation Card
If you are in need of a dish pack or any other amenities please contact Housekeeping. Housekeeping 605-737-5371 Reservations 605-737-5355 Activities 605-737-5365 Hart Mart 605-737-5369 Spring Creek Grille 605-737-5375 Now offering delivery!
Welcome Center 605-737-5370 24 Hour Security 605-939-9099 (Dish Pack after hours)
Download our Hart Ranch App for the latest information and activities!
29. Art Director
Todd Goetz Media
Promotional Client
Hart Ranch Camping Resort Club Example
Magnet
30. Art Director
Todd Goetz Media
Print Client
Hart Ranch Camping Resort Club Example
Rodeo Poster
31. Art Director
Todd Goetz Media
Print Client
Ketel Thorstenson, LLP Example
Magazine Ad
Every Creative Right Brain needs a Strategic Left Brained Friend.
32. Art Director
Todd Goetz Media
Print Client
Ketel Thorstenson, LLP Example
Program Ad
ds e n e i Fr r Lif fo
33. Art Director
Todd Goetz Media
Print Client
Ketel Thorstenson, LLP Example
Request for Proposal Cover
34. Art Director
Todd Goetz Media
Print Client
Pennington County Sheriff’s Office Example
Annual Report
35. Art Director
Todd Goetz Media
Poster Client
Prairie Wind Casino Example
Promotional Poster
36. Art Director
Todd Goetz Media
Print Client
Prairie Wind Casino Example
Promotional Poster
37. Art Director
Todd Goetz Media
Print Client
Prairie Wind Casino Example
Promotional Poster
38. Art Director
Todd Goetz Media
Print Client
Prairie Wind Casino Example
Promotional Poster
39. Art Director
Todd Goetz Media
Print Client
The sPaw Example
Logo
Content Director Bret Mattice
Podcast with Hart Ranch Camping Resort Club
1. Open camera on phone
2. Aim at circle
Content Director Bret Mattice
Podcast with Colonial House Restaurant and Bar
3. Tap banner that appears
4. Listen and Enjoy the podcast!
Content Director Bret Mattice
Podcast with The Rapid City Rush
1. Open camera on phone
2. Aim at circle
Content Director Bret Mattice
Podcast with The Mammoth Site
3. Tap banner that appears
4. Listen and Enjoy the podcast!
Content Director Bret Mattice
Podcast with Reptile Gardens
1. Open camera on phone
2. Aim at circle
Content Director Bret Mattice
Podcast with Dawn Claymore and Robert Sharp
3. Tap banner that appears
4. Listen and Enjoy the podcast!
Content Director Bret Mattice
Content Director Bret Mattice
Podcast with Monument Health
1. Open camera on phone
Podcast with LIV Hospitality
2. Aim at circle
3. Tap banner that appears
4. Listen and Enjoy the podcast!
40. Art Director
Christi Faris Media
Print Client
Hart Ranch Camping Resort Club Example
Cowpoke Camp Poster/Flyer
Monday/Tuesday Thursday/Friday
9:00 AM to 3:00 PM OR 9:00 AM to 3:00 PM
$25 $25
This program is limited to 4 children for the two-day session. Includes an introduction to horses, grooming, care and riding. A craft or hobby is included as part of each session. Starts Thursday, May 28th. *Subject to Change.
Ages 10 and Up
Sponsored By:
Contact Gerry 605.737.5364 or email g.eick@hrresort.org
Our daughter enjoyed the cowboy/cowgirl camp last summer. Erica loves animals and is extremely passionate about horses. She learned a ton about horses and her passion continues to grow. Terry, the instructor, was very informative and his knowledge of horses is a true asset to this program, which is a wonderful addition to the immense activities at Hart Ranch.
Last summer, we got to experience the horse camp with our 11-year-old granddaughter. What a privilege it was! Terry was so helpful and a true leader. He made the camp a unique learning experience. His dedication towards the horse and the youth made the two days yearning for more hands learning.
Derek and Douglas loved the program with Terry they loved making projects and working with horses. They are looking forward to next year ... that was easily their favorite part of Hart Ranch.
41. Art Director
Christi Faris South Dakota Lottery Advertising and Related Services RFP #1900
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› What if we could touch
the hearts of our current players while still appealing to prospective players and newcomers? That simple thought brought forth the idea of the For the Optimists campaign. Shining a light on the optimists, letting them drive a campaign full of fun-hearted, good-timing, lottery-loving individuals that call South Dakota home.
Media Purchase & Placement › South Dakota is a complex area to buy media in. The media usage habits of a 21 year old boy and a 65 year old woman vary more in the Rushmore State than almost any other. That is why we are recommending an approach based on the 3R’s (recruitment, retention, reactivation) to our media buying strategy. A one size fits all strategy is going to leave to many individuals in the dark which will be counterproductive to our goals. › Our first tier will be our broad, overarching tier. It’s goal is to cast a wide net and give us a greater understanding with the particular demographics connecting with our messaging. It will also serve as the baseline for delivering
Media Purchase & Placement
Creatives Services
The Idea
our message to all three of our “R” groups. Once tier one is complete, the additional layers will dig even more deeply into specific targeting.
› The other challenge in buying media in South Dakota is the vast difference in population densities across the state. The habits of Sioux Falls residents is vastly different than the people who call the high plains of Northwestern South Dakota home. Therefore, specific types of media will have to be used in different areas of the state.
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Conversions: We want to drive people to play the SD Lottery. The ability to track the number of people who have seen our ads and walked into a store to buy a ticket is information that is key for us to know.
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5.6 Unique capabilities to advertise the Lottery
Brand Awareness: Putting a focus on impressions and brand recall lift. This will help us realize if we’re creating content people are connecting with.
Reactivation: Increasing participation from participants who used to, but no longer play the Lottery is crucial. This is the easy segment to gain new users from year over year.
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Digital & Social Media
Digital & Social Media Services
› Social media is the unsung hero of any marketing campaign. When done correctly, it can drive a message better than any other medium available. We wanted to highlight some additional thoughts about the social media surrounding this campaign.
Scratchy Sam
Sam has an itch and the only way to scratch it is to pick up a coin and see if he’s a winner. Sam is loyal to the scratch games and does not play much else.
sdlottery South Dakota Lottery
Half Full. Always.
Video Views: Video on social media is king and bringing our broadcast quality spots over to social media will help drive total views and views to completion. The glass is always half full with the South Dakota Lottery because.... more
› By utilizing all the possibilities that social media has to offer we can reach a large audience of South Dakotans and drive sales.
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Client
South Dakota Lottery Pages Layout
Referenced later in this RFP are specific ways we will use this concept in our campaign.
Retention: Having our loyal players continue to play and be rewarded for their consistency is essential to our growth.
RFP
Example
The 3 R’s
Recruitment: Seeking new participants who have no previous experience playing the lottery due to multiple reasons including age, income, buying behavior and more.
Media
1
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42. Art Director
Christi Faris Media
Print Client
Hart Ranch Camping Resort Club TANCIN IS G D
PERT EX
SOCIAL
NCING TA S I
RT PE X E
Stickers
CIAL SO D
Example
breakfast menu (served 7am – 11am)
Senior Breakfast _______________ $4 2 eggs 2 pieces of toast or 2 pancakes The Early Bird _________________ $8 2 eggs Hash browns 2 pieces of bacon or sausage 2 pieces of toast or 2 pancakes Belgium Waffle _____________ $5.50 Waffle Served plain, choc chips, strawberry or blueberry French Toast ________________ $6.50 2 pieces of Texas toast Served plain, choc chips, strawberry or blueberry Biscuits & Gravy full ____________________________ $6 half ___________________________ $4 Biscuit Sausage gravy Oatmeal ___________________ $2.50 Creamy Old-Fashioned Oatmeal Plain or with brown sugar, maple syrup, raisins, craisins, walnuts
Omele ts
Bagel Sandwiches
Veggie Omelet _____________ $4 3 eggs Bell pepper, mushrooms, tomatoes, onion (cheese upon request) Hash browns 2 pieces of toast or pancakes
Meat & Cheese Bagel ______ $5.50 2 eggs, over hard Ham, bacon or sausage patty American cheese
Meat & Cheese Omelet _____ $9 3 eggs Diced ham, bacon OR sausage, shredded cheese Hash browns 2 pieces of toast or pancakes Supreme Omelet___________ $10 3 eggs Tomatoes & mushrooms, bell pepper & onions, bacon, sausage, diced ham, shredded cheese Hash browns 2 pieces of toast or pancakes Breakfast Burrito ________ $3.50 2 eggs, scrambled Burrito shell, bell pepper, onion, bacon & sausage, shredded cheese
Bakery It ems Giant Caramel Roll _____________________ $3.50 Giant Cinnamon Roll ___________________ $3.50 Bagel & Cream Cheese _________________ $4.50 Bagel & Cream Cheese and black coffee_____ $5 House-made Muffins ___________________ $3.50
Breakfas t Sides 1. Add hash browns ________________________ $2 2. Add a pancake __________________________ $2 3. Add bacon or sausage ________________ $2.50 4. Add an egg_____________________________ $2 5. Add hash brown wedges (2) ______________ $2
Veggie & Cheese Supreme Bagel _____________ $6.50 2 eggs over hard Tomatoes, mushrooms, onions, bell pepper, American cheese Super Supreme Bagel ______ $7.50 2 eggs over hard Ham, bacon or sausage patty, tomatoes, mushrooms, onions, bell pepper, American cheese Biscuit & Egg Sandwich ____ $3.50 1 egg, over hard Cheddar-chive biscuit Cheddar cheese, ham, bacon, or sausage patty
43. Art Director
Christi Faris Media
Print Combos
1. Bagel & cream cheese and black coffee ___________ $5 2. Breakfast burrito or Biscuit Sandwich, hash brown, black coffee ________________________ $6 3. Meat & Cheese Bagel, Hash Brown Wedges (2) black coffee ___________________________________ $8 4. Veggie & Cheese Supreme Bagel, Hash Brown Wedges (2), black coffee __________ $8.50 5. Super Supreme Bagel, Hash Brown Wedges (2) black coffee __________________________________ $10 On all Combos Soda instead – add___________________________ $.50 Juice instead – add ____________________________ $1
Client
Spring Creek Grille Example
Menu
44. Art Director
Christi Faris Media
Print Client
Hart Ranch Camping Resort Club Example
Coupon
FREE Small Popcorn or ICEE
Valid during Wild West Wednesdays Expires August 19, 2020
I have the Chef’s Specials,
A2Z has Tax Info!
Trust the A2Z experts, NOT just anyone.
$
2020 TAX PREPARATION
Offer expires 4/15/21. Must present advertisement. Not to be combined with any other offer.
1241 East Saint Joseph, Rapid City, SD • 605.716.3985
www.A2ZBusinessAndTax.com
$ Some things in life you have to do yourself,
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2020 TAX PREPARATION
Offer expires 4/15/21. Must present advertisement. Not to be combined with any other offer.
Taxes aren’t one of them!
45. Art Director
Christi Faris Media
Print 1241 East Saint Joseph, Rapid City, SD • 605.716.3985
www.A2ZBusinessAndTax.com
Magic 8 Ball, what will my taxes be this year?
$
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A2Z Business & Tax Service Example
2020 TAX PREPARATION
Offer expires 4/15/21. Must present advertisement. Not to be combined with any other offer. YOU’D BE BETTER OFF HIKING
Trust the A2Z experts, NOT a child’s toy.
Client
1241 East Saint Joseph, Rapid City, SD • 605.716.3985
www.A2ZBusinessAndTax.com
Statement Stuffers
46. Art Director
Christi Faris Media
Digital Ad Client
Black Hills Regional Eye Institute Example
Social Post
47. Art Director
Christi Faris Media
Print Client
Black Hills Regional Eye Institute Example
Airport Display
Gift Certificate
To:_______________________________________________ From:_____________________________________________
Authorized By:__________________ Exp. Date:_________
Christi Faris Media
Print Client
Dark Canyon Coffee Example
Gift Certificate and Sticker
n Coffee Com nyo
Dark C a
Art Director
324 EAST BLVD. Mon-Fri 9am-5pm (MST) email: darkcanyon@rushmore.com 605.394.9090 or 1.800.455.4187 | FAX: 605.394.0088
y pan
48.
Date:_____________ $_____________
49. Art Director
Christi Faris Media
All
Client
Rush Hockey Example
Seasonal Logo/Tagline
WAYS TO GET INVOLVED
50. Art Director
Christi Faris
TIME
by volunteering
SUPPORT
through donations
IN-KIND
with your skills
YOU’RE MAKING A DIFFERENCE
Media
Print Client
Fork Real Community Cafe
30,604 +
VOLUNTEERED HOURS
3,722 + MEALS GIFTED
2,245 + MEAL TOKENS
Example
Rack Card
“The food is delicious. The mission is inspiring. I’ve had several meals the Fork Real Community has catered and it was over-the-top phenomenal every time. The cheesecake is to die for!” ~ Susan M.
324 St Joseph • 605.718.5020 • forkrealcafe.org F ù d
51. Art Director
Christi Faris 1
Sample SEM AD
Location messaging
Content based search
Call tracking
August 21-22
TRIPLE
TASTE 11
Tourism & Hospitality References Prairie Wind Casino, Hotel, Restaurant & Coffee Shop Bill Pourier, General Manager 112 Casino Drive, Pine Ridge, SD 57770 (605) 867-6300 Bill.Pourier@pwc.casino Service Dates: October 2018-Present Description of Work: In October of 2018 Midwest Marketing was hired to revamp Prairie Wind Casino’s marketing efforts and image. It also happened that this year coincided with the Casino’s 25th anniversary! Previously their visual identity incorporated a logo that was cumbersome and outdated and didn’t translate well on printed media. Their television spots had “big city” actors that didn’t fit the brand of the area and feel of Southwest South Dakota. The previous tag line was “Feel the Win” which they felt was becoming dated and their voice actor did not fit any longer. The rebranding campaign included a new tagline, primary logo design and secondary logo designs, new website, new collateral materials, signage, billboards, print ads, tv and radio donut spots and even a snapchat filter. Oftentimes, since the name of the Casino is a bit longer and is sometimes couples with the Oglala Sioux Tribe locals, locals and staff abbreviate it as PWC. Midwest marketing played of the visual of the P W C in the tagline development of Play Win Ca$H In. Prairie Wind Casino is located on the Pine Ridge Indian Reservation and is owned and operated by the Oglala Sioux Tribe.
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CELEBRATE
August 21-22
TRIPLE
SA
D LE MP
TASTE
IGITAL LOCAT IO
N
S
There’s also one on Hwy 16!
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Tourism & Hospitality References Hart Ranch Camping Resort Club Tim Schnabel, Resort Manager 23756 Arena Drive, Rapid City, SD 57701 (605) 737-5350 resortmanager@hartranchresort.com Service Dates: 2015-Present Description of Work: Hart Ranch is a camping resort club with over 4,000 members from all across the United States and Canada. In the peak summer months, occupancy can be over 2,000 guests per night-almost like its own town. The resort has its own rodeo arena, gas station , restaurant, horse camp, RV show and motel! Midwest Marketing works with Hart Ranch on every aspect of their marketing, from graphic design, to video, review management, digital marketing, trade shows, content marketing, the list goes on and on. In addition to recruiting new members and a huge communications overtaking to current members, we also market seven weekly rodeos, know as Wild West Wednesdays that attract more than 1,500 patrons per event and the annual Hart Ranch RV Show. Currently we’re working on a compliant and modern website set to launch in April of 2020.
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L O C A L . S H O P. H I K E . C A M P. F I S H . E AT. O U T D O O R . I N D O O R . FA M I LY. F R I E N D S .
Targeting Capabilities:
Digital billboards are an affordable way to reach all 3V’s-Friendly Visitors, Active Vacationers and Valued Events and can reach them all in one affordable swoop!
Sample display ad
STAY CELEBRATE. CAMP. ARTS. FESTIVALS. STAY. EXPLORE. WINERIES. BREWERIES. RIDE.
Search Engine Marketing (SEM) Using keywords that are researched and relevant to our campaign, we will pay for our website to come up in search results. Keyword performance is constantly analyzed and tweaked to best optimize our most searched keywords. Keyword research is important because what you think a consumer is typing to search for you is most-likely not what they are searching for. Plus, one of the number one things businesses forget to use as a keyword is their own business name.
Media ARTS
Billboards
HILL CITY HILL CITY
Targeting Capabilities Site Retargeting (SRT): Standard banners ads against customers that first visited our actual site. Behavioral Targeting (BT): Display custom banner ads against customers that have visited sites that index highly for custom audience segments.
L O C A L . S H O P. H I K E . C A M P. F I S H . E AT. O U T D O O R . I N D O O R . FA M I LY. F R I E N D S .
Desktop Display Ads We will display custom banner ads across 10,000 popular top tier lifestyle sites using the following targeting parameters.
CELEBRATE. CAMP. ARTS. FESTIVALS. STAY. EXPLORE. WINERIES. BREWERIES. RIDE.
Digital advertising is essential when wanting to target specific audiences. With a plethora of options to choose from digital will be the backbone as we move through the campaign.
HILL CITY HILL CITY
ROAM
Digital Advertising
RFP Client
Hill City Example
Pages Layout
52. Art Director
Christi Faris Media
Print Client
Black Hills Community Bank Example
Military Promo
53. Art Director
Christi Faris Media
Print Client
Arrowhead Example
Logo Update
54. Art Director
Christi Faris Media
Print Client
Black Hills Sports Show Example
Poster
I Got Y u in My Crosshairs
Hooked on Y u
55. Art Director
S’more Fun with Y
u
Christi Faris Media
Print Client
Black Hills Sports Show Example
Selfie Booth
Saturdays in February Excludes February 1st
56. Art Director
Christi Faris Media
Web Client
East Wind Casino Example
Promotional Poster
Hot Seats: Earn 20pts & Be Actively Playing; Barrel: Redeem 150 Points
Must be a Shooting Star Club Member. Must be present to win. Must be 18 to enter. Hot Seats: Earn 20 pts day of promo & be actively playing; Barrel: Redeem 150 pts. Management reserves the right to cancel or change promotions at any time. Must be present to win. Must be 18 year of age or older to participate. Not responsible for accidents, lost money or credits left on unattended machines. Must have a valid ID for redemptions, and prizes. Family members in the same household of Player’s club/marketing employees are ineligible for hot seats and barrel drawings. All player rewards are non-transferable/non-replaceable.
57. Art Director
Christi Faris Media
E-Blast Client
ReMax Kelly Howie Team Example
Monthly Newsletter
58. Art Director
Christi Faris Media
Digital Billboard Client
Midwest Marketing Example
Greater Than Campaign
59. Art Director
Christi Faris Media
Digital Ads Client
Dakota RV Example
September Camping
60. Art Director
Christi Faris Media
Print/Digital Client
Performing Arts Center Example
Logo/Postcard
BECOME > GREATER THAN Marketing Your Business Is Our Passion!
