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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

1

› 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.

15

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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47

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

47


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?

$

25

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!

14

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


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