ONLINE STRATEGYFOR A CVC / CVB

Online Strategy fora CVB / CVC

We’ll cover a lot of ground• Web Site• Planning• Banner (Display) Ads• Email• Search Engine Marketing• Social Media

The Web Site:Start with where they end

StJoMO.com

• Lots of photos• Listings of Places to Stay• Events and Other Things to Do• Historical Interests of the Area• Some Video

StJoMO.com• The most important thing to do is keep

information current; always adding newstories, listings and other information forsearch engines to find and index

StJoMO.com• Of our $25,000 let’s spend $2,000 with a

Search Engine Optimization company• Changes a company may make include

changing page titles, adding search friendlycontent, increasing keywords and contentkeywords and making better in-page titlingand other code-level additions

$23k of $25k left

Next up…paid media

• Site is in a good place• Before we start spending money with

publisher’s we’re going to do something farmore important:– PLANNING

Planning• Define goals and objectives• Set target audience and demographic

profile• Determine the action you want your user

to take & make sure that path is efficientand works well

• Define goals and objectives– Drive traffic– Convert traveler’s from just ‘considering your destination’ to

‘why would they consider anywhere else?’– Collect information and approval to continue the conversation

after they visit your site and destination

• Set target audience and demographic– W 25 - 54– IA, IL, AR, KY, TN, OK, NE, KS, IN

• Determine the action you want them to take onyour web site

Planning

Defining Your Audience:Questions to ask yourself

• What are their interests?• What are their expectations?• What is important to them?

Defining Your GeographicTarget: Questions to ask

yourself• Where are they located?• What areas are within reach?• How much can we spend to effectively

advertise to this area?

Reaching St. Joe’s TargetAudience

• Geo-targeting: Identifying a user’s location down to thezip code or DMA so we can control where banner adsappear– Ad Networks are a good place to leverage this targeting method

• Contextual Advertising: Content on the site is interestspecific, such as travel (TripAdvisor, Virtual Tourist)

• Local Market Site (KansasCity.com)• Interest-based Site: A site where the content is catered to

your target audience (iVillage.com)

Timing

We’re going to spend $15,000 on displayplacements over a three and a half monthperiod. What will it look like?

Sample StJoMO.com Ad Buy

Other Things toRemember

- Aim for ATF (above the fold)- Target popular sections of the publisher’s website

where possible, but also keep ROS (run of site) inmind

- Focus on strong ad units like the 728x90,160x600, and 300x250

$8k of $25k left

E-Mail• With e-mail marketing we’re going to

spend $1,000 each on three differentmessages for St. Joseph

• We’ll space them out by about a month• Each message will focus on a couple key

events occurring over the summer monthsSt. Joseph

$5k of $25k left

Search EngineMarketing

• Who Are the Players?– Google

– Yahoo!– MSN

$0 of $25k left

Search EngineMarketing

• Spend our remaining $5000 over three anda half months promoting events and specialfestivals through a series of keywordadvertisements

Social Media• Why are social media channels so effective?

– Being a part of something

– We learn a little about each other– It provides us a channel to express our opinion

– It gives us an audience who (we think) cares– It’s so completely different from traditional

advertising channels

WE’RE IN THE HOME STRETCH.HANG IN THERE

PLAN

EVALUATE

EXECUTE

OPTIMIZEOPTIMIZEOPTIMIZE

My contact info:Jim MurphyHoffman | LewisE-mail: jmurphy@hoffmanlewis.com

This presentation will be on the MACVB siteas well as HLintheSTL.com