Online Lead Campaigns

Transcription

1 Online Lead Campaigns Spring-Summer 2010 Fall 2010 Steve Herring

2 CT Online Lead Generation Campaigns - Overview - Leverages the highly successful, CT Tourism sweepstakes platform Over 500,000 travel leads generated for state and partners during the recent Spring-Summer 2009 promotion Platform utilized for both Spring/Summer and Fall campaigns Limited to Eight Travel Partners (each campaign) $25,000 per partner ($12,500 grant possible) Media Impressions: 25 million minimum.* Benefits for each partner Physical mail leads Permission address (opt-in) leads Click through traffic to each partner website Millions of targeted impressions (NY DMA) from top websites, marketing and RSS feeds Access to CT Tourism house list (500k+ addresses, majority in NY DMA) * Assumes project is fully funded with 8 partners. Page 2

3 CT Sweepstakes - Participation History Page 3

4 Online Market Reach CT Tourism House Permission List Page 4

5 Sweepstakes Main Page Spring/Summer Partners in 2009 were CT regional tourism organizations Page 5

6 Partner Prize Pages Spring/Summer 2009 CT Tourism regional organizations (Mystic Country) were partners for the 2009 promotion Each partner had a dedicated prize page linking from home page 2010 prizes will center around each partner Page 6

7 On-Going s Sent to Sweeps Participants s are sent throughout promotion to keep participants engaged One or Two partner prizes showcased in each sweepstakes update sent to each participant Word-of-mouth marketing is employed to drive more registrations Page 7

8 Weekly Update s to Participants Traffic Generation to Sponsor Sites sent to sweepstakes participants Links to showcased Partner websites Send-to-Friend Viral Marketing Sponsor Websites Page 8

9 CT Sweepstakes Platform Social Networking/Viral Marketing #1 #2 Thank you for participating with Friend Referral Offer to increase chances of winning Website form to list friends #4 #3 back to referrer letting them know that a referred friend entered the promotion invitation sent to referred friends Page 9

10 Campaign Promotion (Spring/Summer & Fall Campaigns) Direct Response s to House List & 3 rd Party Publishers Sent twice to 500k+ subscribers in house list Typically get high conversion rate on house list Display & Co-registration Advertising ComScore 200 websites Geographically targeted to NY/NJ Metro Area & CT Estimate: million impressions Search Engine Marketing Social Networking-Viral Marketing Page 10

11 Partner Benefits Physical mail leads physical mail addresses of participants electing to receive information specifically from partner Addresses validated and updated with +4 zip code for deliverability Useful to send travel kits, brochures and other promotional offers Permission address (opt-in) leads addresses of participants electing to receive information from partner addresses tested and validated for deliverability before provided to partner Useful for promotions, travel deal eblasts or electronic newsletters Click through traffic to each partner website, partner links provided: On sweepstakes site prize pages of sweepstakes site In weekly update s sent to participants Access to CT Tourism house list One of the largest, travel-related permission lists for New York DMA (500k plus names) Partners promoted multiple times through sweepstakes invitation & update s. Millions of targeted impressions (NY/NJ Metro Area & CT) from top websites, marketing, RSS feeds, social networking and viral marketing Page 11

12 Partner Investment 2010 Spring/Summer Campaign Total Investment $25,000 ($12,500 if receiving CT grant*) 1 or 2 gift certificates for travel package prizes 2010 Fall Campaign Total Investment $25,000 ($12,500 if receiving CT grant*) 1 or 2 gift certificates for travel package prizes Note: More gift certificates provided will result in more brand exposure throughout sweepstakes promotion prize pages and s. *Grant money availability based on eligibility and application/approval process. Application Deadline is January 6, 2010 to apply for BOTH CAMPAIGNS. Grant Application & Information: Page 12

13 For More Information Steve Herring (949) For CT Marketing Grant Information: Page 13