1 Visit South Walton Co-Op Sales Kit
2 CO-OP PLAN OVERVIEW The Cooperative Partner Program is a unique opportunity that allows the Bed Tax Collectors (BTCs) of Walton County to partner with Visit South Walton on print and digital media executions throughout the fiscal year. This program demonstrates the tremendous effort by Visit South Walton to bring a strategic, quality marketing program to their partners for a minimal cost. BTCs have the opportunity to submit requests for just one co-op partnership for as little as $250 or as many as budget allows. First submittals receive priority and there is no guarantee that all requests will be fulfilled.
3 CO-OP PLAN OVERVIEW WHY YOU SHOULD PARTICIPATE: Capitalize on the TDC s significant Marketing Investment set forth to promote South Walton and build awareness of the destination Promote & Drive Business during Shoulder Season Reach Key Affluent Audiences with household income levels of $175K+ Receive National Reach along with Geotargeting to Proven Markets
4 CO-OP PLAN OVERVIEW LEISURE PRINT: 10 Publications 13 Ad Placements 57 Co-Op Opportunities Total Circulation: 12,452,034 Relevant Content Top Lead Generators Target Audience & Geographies WEDDINGS PRINT: 3 Publications 4 Ad Placements 12 Co-Op Opportunities Total Circulation: 650,092 Top Lead Generators Available to weddings qualified BTCs only MEETINGS PRINT: 10 Publications 15 Ad Placements 45 Co-Op Opportunities Total Circulation: 440,994 Meeting Planner Target Available to meetings qualified BTCs only!
5 CO-OP PLAN OVERVIEW ONLINE BANNERS: 4 Campaigns: Fall 2014, Winter 2015, Spring 2015, Summer 2015 Minimum of 3,000 Clicks/Leads per Partner Top Lead Generators Targeted Audience by Geography, Interests, & Demo VISITOR GUIDE: 85,000 copies produced & distributed Print and digital editions Digital edition includes hyperlinks to generate additional partner website leads SWEEPSTAKES: 12 Placements (one/ month) Historical average of 1,779 leads per month Target Audience & Geographies Minimum of 10 units managed by BTC to qualify
6 PRINT CO-OP BENEFITS: WHY ADVERTISE? Placements in Premier National & Regional Publications with a Vast Reach for a Minimal Cost Targeted Affluent Audiences in Key Geographies Top Publications for Precise Audiences: Leisure, Weddings & Meeting Planners Lead Generation for Partners Positioning around Relevant Content
7 CO-OP PLAN- LEISURE PRINT March Visit Florida Issue Circulation: 500,000 3 Partners included in Full page insertion Travel + Leisure is the world s leading travel magazine reaching the most affluent audience of any travel magazine. This upscale magazine is a strong lead generator and awareness driver in a high profile environment. March Gulf Coast Escapes Issue Circulation: 1,870,000 3 Partners included in Full page insertion Better Homes & Gardens offers inspiration for creativity and self-expression with smart, approachable editorial. Previous placements in the publication have historically generated strong and qualified leads. February Visit Florida Travel Issue Circulation: 450,000 6 Partners included in Spread insertion Coastal Living provides relevant content and editorial coverage as the magazine enriches reader s lives through features of design, artisans foods and adventures by the sea. The publication has been a top lead generator for Visit South Walton and partners in past years.
8 CO-OP PLAN- LEISURE PRINT September Delicious Destinations Circulation: 600,000 3 Partners included in Full page insertion Cooking Light is dedicated to helping it s readers eat smart, be fit and live well. The September 2015 issue will include editorial content featuring South Walton and the issue is perfect timing to help promote shoulder season. November Visit Florida Escapes Issue Circulation: 281,520 3 Partners included in Full page insertion Conde Nast Traveler offers strong editorial that reports on the unique destinations around the world. The publication is a trusted source in travel to affluent, leisure travelers. The November 2014 issue will feature Visit Florida and will reach frequent travelers in a key month. January/February Warm Weather Getaways Circulation: 950,000 3 Partners included in Full page insertion Midwest Living is a bi-monthly lifestyle magazine exploring the places to go, things to see and savory recipes through the eyes of a midwesterner. Strong leads were generated from the warm weather getaways issue in 2014.
9 CO-OP PLAN- LEISURE PRINT February Visit Florida Issue Circulation: 750,000 9 Partners included in a Spread insertion O, the Oprah Magazine was the top lead generator in both 2012 and The publication offers stories and ideas stamped with Oprah s unique visions and implied endorsements. October Culinary Travel Awards November Florida Panhandle Foods Circulation: 1,573,00 3 Partners included in each Full page insertion Saveur Magazine is a culinary-travel magazine reaching an affluent, quality audience inspired by culinary adventure. Both issues recommended feature relevant culinary travel editorial.
10 CO-OP PLAN- LEISURE PRINT October Best Fall Road Trips (Spread) March Travel & Culture (Full Page) Circulation: 1,518,000 per issue 9 Partners included in a Spread: October Partners included in Full page: March 2015 Southern Living covers today s South through both its geographically and editorially targeted content. This publication often highlights South Walton on its pages and historically generates strong leads. December Visit Florida Spirit of Florida (Spread) August Meeting in NW Florida (Full Page) Circulation: 434,257 per issue 6 Partners included in a Spread: December Partners included in Full page: August 2015 The readers of Southwest Spirit Magazine are professional, college-educated, affluent travelers for both business and leisure. The publication reaches core markets and both issues will feature relevant editorial on Florida travel.
11 CO-OP PLAN- WEDDINGS PRINT March/April Visit Florida Honeymoon & Destination Weddings Supplement Circulation: 145,787 3 Partners included in Full page insertion Bridal Guide reaches the bride-to-be in targeted core markets. The publication has historically been a strong lead generator and has relevant editorial focus of current travel, home design and fashion. May/June Visit Florida Circulation: 100,000 3 Partners included in Full page insertion Destination Weddings & Honeymoons reaches the upscale, affluent bride who has a propensity for destination weddings. The Visit Florida issue is recommended as Florida is the number one choice of the publication s readers for domestic locale for their weddings and/or honeymoon. November Real Weddings Issue January/February Winter Weddings Circulation: November 2014 issue - 250,000, Jan/Feb 2015 issue 154,305 3 Partners included in each Full page insertion Martha Stewart Weddings helps brides determine their personal wedding style by featuring editorial content ranging from planning, etiquette, registry and destination weddings and honeymoons. Both issues have performed well in the past for Visit South Walton and their partners.
12 CO-OP PLAN- MEETINGS PRINT November North Florida Issue Circulation: 123,267 3 Partners included in Full page insertion Association News is targeted to both state and regional associations providing editorial content including news and information for association executives and meeting planners. The publication reports on the activities of all major industry organizations. The November 2014 issue will feature content on North Florida. February Visit Florida June Marketplace Issue Circulation: 10,413 3 Partners included in each Full page insertion Collaborate is written for senior level, corporate meeting planners. The publication s audience are decision makers in planning meetings and convention management, event consulting, purchasing management and other influential roles. January Visit Florida Issue September Marketplace Issue Circulation: 13,009 3 Partners included in each Full page insertion Connect is written specifically for group meeting planners who plan for smaller meetings. The publication focuses on Tier 2 and 3 association planners as well as planners of Sports and SMERF meetings.
13 CO-OP PLAN- MEETINGS PRINT January Drive to Meetings April NW Florida Showcase Circulation: 18,150 3 Partners included in each Full page insertion Convention South focuses exclusively on the South making this publication extremely efficient and provides high penetration in core states. The readers of the publication are the movers and shakers of the meetings industry in the South, planning for 5 to 5,000 meeting attendees. January Florida Meetings Circulation: 50,000 3 Partners included in Full page insertion Meetings & Conventions assists meeting and event planners in corporate, associations, incentive houses and independent planning companies excel at their jobs and effectively manage their careers. The publication has efficient and destination focused editorial with the January issue featuring Florida meetings. January NW Florida Circulation: 36,493 3 Partners included in Full page insertion Meetings Focus South is a B2B brand publication targeting planners of meetings, conventions, events and incentives held in the Southern U.S., Caribbean/Islands and Mexico. This publication is one of the only meeting publications in the industry that reaches those qualified meeting planners who are actively planning and booking meetings in the South creating efficient and destination focused editorial.
14 CO-OP PLAN- MEETINGS PRINT January/ February Visit Florida Corporate Meetings & Retreats March/April Florida, The South Circulation: 35,000 3 Partners included in each Full page insertion Prevue reaches meeting and incentive planners on a bi-monthly basis. 100% of the editorial focus of the publication explores unique experiences that destinations and resorts have to offer. Both recommended issues will heavily focus on Florida and Southern meetings. February Visit Florida Issue Circulation: 8,040 3 Partners included in Full page insertion Rejuvenate is written to and targets decision-makers in the faith based meetings market. Readers turn to the publication for reliable information and resources that fit their special meetings profile. These planners average 2,000 attendees per meeting/event and booking length ranges from 2-3 days for board meetings and 3-5 days for retreats and conferences/ conventions.
15 CO-OP PLAN- MEETINGS PRINT October Meetings at the Beach February Southern Meetings Guide Circulation: 10,000 3 Partners included in each Full page insertion Small Market Meetings focuses specifically on second and third tiered meeting destinations. Each issue features articles about trends and issues in the meetings industry, in-depth features on destination and individual meeting facilities and advice from guest columnists. This it the official publication of the Small Market Meetings Conference. November North Florida Circulation: 50,000 3 Partners included in Full page insertion The audience of Successful Meetings is comprised of the always important meeting owner who ultimately decides the location and chooses the venue of the meeting. Meeting owners are business execs and leaders who understand the critical role meeting planning plays in growth and innovation. The November 2014 issue has destination focussed editorial featuring North Florida.
16 ONLINE CO-OP BENEFITS: WHY ADVERTISE? Priced at just $1,500, these packages have historically been overlooked despite performing well for BTCs Guaranteed a minimum of 3,000 Leads per Partner, with past historical lead performance outperforming the minimums by at least 50% Top National Websites with High Historical Performance Statistics Opportunity to be Sole Co-Op Partner in a Banner Ad Customized Ad Creative available for Partner Repurposing Trackability: Interactive Reporting is provided to each of the Partners upon completion of each Campaign
17 CO-OP PLAN- ONLINE BANNERS The vast majority of affluent travel consumers (87%) use the Internet as a travel planning source, and these affluent consumers (HHI of $250K+) find the Internet as important as word of mouth recommendations from family and friends. -Think Insights from Google The 2013 Traveler s Road to Decision: Affluent Insights Partners will have the opportunity to buy into the TDC's online digital buy with cobranded ads that highlight individual partners in individual banner ad units. There will be four campaigns available to participate in - Fall 2014, Winter 2015, Spring 2015 and Summer These banner ads will run on hundred of Top Performing websites and ad networks that reach an affluent audience that are geotargeted to Visit South Walton's top target markets. Examples of these websites include-weather.com, Meredith Digital Network (BHG.com, Midwestliving.com), and Mapquest.
18 CO-OP PLAN- VISITOR GUIDE As part of the Cooperative Marketing print options, there will be an opportunity to have a display ad in the Visit South Walton Visitor Guide program for 2015.! WHY ADVERTISE? 85,000 Produced & Distributed Distribution at the Visitor Center & Local Businesses, Tradeshows, Direct-mailed to Consumers, In-Market Events & Out-of-Market Brand Activation Events Multiple Ad Size Options: Full Page, Half Page, & Quarter Page Print and digital edition Digital edition includes hyperlinks to generate additional partner website leads
19 CO-OP PLAN- SWEEPSTAKES Visit South Walton will continue to offer promotion of monthly sweepstakes for Partners.! WHY ADVERTISE? Digital Promotion via Paid & Organic Marketing and Social Media Qualified Lead Generation for Partners with Historical Averages of 1,779 per Partner and Entries in Excess of 10,000 are Possible Listing and Promotion on VisitSouthWalton.com!
20 CO-OP MEDIA PLAN: LEISURE *Above Print and Online placements are funded from Visit South Walton s annual marketing budget. Insertion rates are not paid by BTCs - please see Overview Document for BTC co-op rates ranging from $250 - $1,500.
21 CO-OP MEDIA PLAN: GROUP SALES *Above Print and Online placements are funded from Visit South Walton s annual marketing budget. Insertion rates are not paid by BTCs - please see Overview Document for BTC co-op rates ranging from $250 - $1,500.
22 CREATIVE EXAMPLES In the following pages are a few examples of creative to demonstrate how the various partner ads will be laid out in each of the Leisure Co-Op Print placements.
23 CREATIVE EXAMPLES
24 CREATIVE EXAMPLES
25 CREATIVE EXAMPLES Ad still pending finalization
26 CREATIVE EXAMPLES Below are examples of creative to demonstrate how the various partner ads will be laid out in each of the Weddings & Meetings Co-Op Print placements.
27 CREATIVE EXAMPLES The below concept will be used to develop standard animated banner ads and static mobile ads for each of the Co-Op Online Banner ad placements.
28 KEY PARTNER INFORMATION Partners will be required to provide minimal creative elements such as logos and business URLs in a timely fashion.! The first invoice will be issued on July 1, Complete payment is due within 15 days of receiving the invoice.! If full payment is not received within 30 days of the invoice, your ability to participate in other paid programs will be at the discretion of the TDC.
29 CO-OP PROGRAM DEADLINES May 19, 2014: Partner Program sales open at 9 am CDT May 26, 2014: Partner Program sales close at 4 pm CDT May 28, 2014: Partners will be notified of received co-op placements based on submitted requests Prior to the sales period, contact Kelli Carter at or (850) with questions. For questions after the sales period opens, contact Kate Lundin or Leah Younger at our agency of record at or (504)