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  1. 1. the WestS K I A N D S N O W B O A R D T O U RThe BestINP R O P O S A L
  2. 2. The Best in the WestSki and Snowboard TourThe Best in the West Ski and Snowboard Tour is amulti-level media campaign that will follow Matt Gibsonand Emilie Warden on a dream ski trip to eight of thebest ski hills in the Western Hemishphere in Colorade,California, Wyoming, and Utah.By promoting BITW in collaboration with sponsors, tour-ism boards, DMOs, ski hills, media partners, and localbloggers this project has the potential to put the best ski-ing, snowboarding, food, lodging, and winter activi-ties the West has to offer in front of more than 1.4 millionFacebook users, over 145,000 Twitter users, and tensof thousands of online readers, all of whom love skiing,snowboarding, and the outdoors.We want to help you to engage that audience.
  3. 3. OutlineThe Best in the West Tour (BITW) will visit 8 ski resortsover 8 weeks, and expose a targeted audience of ski-ers, snowboarders, and outdoors-lovers to your com-pany through social media, blogging, television, radio,newspapers, a contest, and face-to-face interaction.Goals1. Increase your brand awareness on multiple plat-forms2. Grow your email newsletter list and social media fol-lowings with skiers, snowboarders, and outdoorslovers.Target AudienceSkiers, snowboarders, and outdoors-minded Canadiansand Americans aged 25 - 60 with a focus on people livingin or near the areas visited on the tour.
  4. 4. The CostYou recieve• Exposure to millions of Facebook users.• Exposure to hundreds of thousands of Twitter users.• Exposure to tens of thousands of Matt-Gibson.orgreaders.• Exposure in local media in the target destinations• Face-to-face brand ambassadorship with your market• SEO-improving links from a highly-ranked website• Unique engaging content for your websiteThe CostTwo sponsorship options are currently available:1) Black Diamond Sponsorship (limit 1)- Will provide a grand prize for the BITW contest.2) Blue Square Sponsorship (limit 2)- Will provide multiple small prizes for the Spot the Blog-ger Contest.These sponsorship options are explained in detail in Sec-tion 2.
  5. 5. SECTION I: STRUCTURESTRATEGY• SOCIAL MEDIA• TRADITIONAL MEDIA• FACE-TO-FACEEXECUTION• PRE-TOUR• TOUR• POST TOUR
  6. 6. Matt-Gibson.org, relevant DMOs, and the ski hills involvedhave a combined social media following of more than 1.4million Facebook users and 144,000 Twitter users, aswell as 10 newsletters. All of the parties involved cangrow their social media followings and newsletter listsby sharing their audiences.If all parties share social media posts and link to BITWblog posts in their newsletters it will drive thousands oftargeted readers to BITW where they will learn aboutyour company and be given an incentive to subscribe toyour newsletter.That’s a lot of targeted traffic -- and that’s before evenconsidering other possible partners for this massive traf-fic exchange, such as AFAR (who have agreed to helpout), Outside (where some of blog posts may be syn-dicated), and others I’m in talks with.Social Media
  7. 7. Traditional media will be approached through two chan-nels: local DMOs and press releases.Five press releases will be issued using online wire ser-vices. One press release will be issued announcing BITWand the remaining four will be issued in conjunction witheach destination visit.Contacts in the local press will be obtained as much aspossible from local DMOs and will be contacted directlyfor interview opportunities and stories related to BITW.The story of BITW is unlikely to interest the local pressmuch, however, so the Spot the Blogger Contest willbe used as a hook.Traditional Media
  8. 8. The purposes of the Spot the Blogger Contest are: 1) To act as a story hook for local radio,television, and broadcast media and, 2) to increase brand awareness on Facebook, and 3) toincrease face-to-face interaction between Matt and Emilie and the target audience to developa community of dedicated online social evangelists.Emilie and Matt will wear ski jackets and toques (beanies) branded with your logo. Their photowill be prominently placed on the Black Diamond Sponsor’s Facebook page and the BITWlanding page. Any person who spots Emilie and Matt, takes aphoto with them, and shares the photo on Facebook will re-ceive a small prize (to be provided by Blue Square Sponsors)and to be entered into a draw for a grand prize to be awardedat the conclusion of BITW.Since anyone within the community will be able to win the con-test, it should be considered newsworthy by local press. Theface-to-face interaction and reward system should help to acommunity of dedicated followers who will follow and evange-lize BITW over social media. And, since Emilie and Matt will bewearing branded hats and jackets, your company will appearin all participant photos uploaded to Facebook.Spot the Blogger
  9. 9. ExecutionThroughout the campaign, Matt and Emilie will:Pre-BITW• Liaise with DMOs to arrange accommoda-tions and meals.• Write five press releases: one pre-cam-paign release, and one for each destina-tion.• Arrange transportation to and from eachdestination.• Provide all necessary equipment, includingski and snowboard gear, cameras, laptops,smartphones, etc.During BITW Trips• Liveblog activities throughout each trip onFacebook and Twitter.• Email all sponsors and relevant partnerseach morning with a list of social mediaand blog posts to share.• Perform interviews with all interested me-dia.• Participate in the BITW ‘Spot the Blogger’contest.
  10. 10. Execution cont’dThroughout the campaign, Matt and Emilie will:Between BITW Trips• Spend four days at home in Salt Lake Cityproducing content for both Matt-Gibson.org and the Black Diamond Sponsor’swebsite.• Content will include at least one blog postabout each ski hill, as well as informationabout other activities, dining, and accomo-dations.• Social media updates from the previoustrip will continue to be posted during thework period and social sharing emails willcontinue to be sent to sponsors and rel-evant partners.
  11. 11. Execution cont’dThroughout the campaign, Matt and Emilie will:Post BITW• Complete creation for Matt-Gibson.org and the Black Diamond Sponsor’s web-site.• Final social media push for contest sign-ups and winner announcement.• Creation of an anlytic report summarizing the results of BITW.
  12. 12. Landing Page Mockup
  13. 13. Blog Post Mockup
  14. 14. • Google Analytics will be used to trackoutgoing link traffic from Matt-Gibson.organd other partner sites.• Bit.ly links will be used in social mediaposts to track clickthroughs to all in-volved websites.• The #BITW hashtag will be used on alltweets and followed using Twitter search.• A Google Alert for “Best in The West”’will be set up to moniter online mentions ofthe campaign.• Matt-Gibson.org and Mountain Collectivewill all closely moniter website traffic lev-els before, during, and after the campaign.TrackingTo gauge the effectiveness of BITW:
  15. 15. SECTION II: SPONSORSHIP OPTIONS
  16. 16. Black Diamond SponsorshipCost: $0 Since this is our first year running this campaign, we’reasking only that sponsors provide prizes.Benefits• Most prominent logo placement on every page• Prime logo placement on the sponsor page• Unique BITW website content linked to from the BITW land-ing page and every BITW post on Matt-Gibson.org, as well aspromoted across all social media channels and in newsletters• Face-to-face brand ambassadorship via the Spot the Bloggercontest• Local television, radio, and news coverage via the Spot theBlogger contest• Targeted newsletter and social media subscribers.• Mentions in all BITW press releases• Sponsorship of the main BITW contest, which will run for theduration of the campaign, with the winner announced after itscompletion• A post-campaign analytics and effectiveness report.Responsibilities• Promotion of the BITW campaign on social media and throughnewsletters.• Provision of one grand prize for the main BITW contest
  17. 17. Blue Square SponsorshipCost: $0 Since this is our first year running this campaign, we’reasking only that sponsors provide prizes.Benefits• Prominent logo placement on every page of BITW on Matt-Gibson.org.• Logo placement on the sponsor page.• Links within BITW posts to the sponsor’s website or, preferably,related content on the sponsor’s website.• Social media promotion across multiple platforms and in news-letters.• Targeted newsletter and social media subscribers.• Possible local television, radio, and news coverage.• Mentions in all BITW press releasesResponsibilities• Promotion of BITW on social media and through newsletters.• Provision of prizes for on-hill ‘spot the blogger’ contests.
  18. 18. SECTION III: WHO YOU’RE WORKING WITHCONTENT• MATT GIBSON• EMILIE WARDEN• MATT-GIBSON.ORGINDUSTRY• DMOs• SKI HILLS• MEDIA
  19. 19. MATT GIBSONEMILIE WARDENMatt is an award-winning adventure travel blogger, writ-er, and photographer from British Columbia, Canada.He writes the About.com Snowboarding Guide, col-umns for Transitions Abroad and Travel + Escape, andhas worked with numerous outdoors and travel publica-tions includign Outside, AFAR, Action Asia, KootenayMountain Culture, and more.Emilie was raised in Salt Lake City and learned to ski at ayoung age. After University Emilie moved to Taiwan whereshe learned Mandarin Chinese, which came in handy whenshe later worked as the only white flight attendent on CathayPacific Airlines. She’s returned to Salt Lake City where sheis pursuing photography and social media management.She can often be found setting Matt straight about theseactivities.
  20. 20. Matt-Gibson.orgOverview• Online since 2009• Has won several awards and commenda-tions including placing as a semi-finalist inAustin-Lehman’s Best Travel Blog Contest.• Has been mentioned by numerous publica-tions including USA Today, Canada.com,and The Atlantic.• Is syndicated on Raveable and Weekend.sg• Select posts also appear on the MagellanGPS Outdoors Community and the OutsideMagazine website.
  21. 21. We’ve worked with
  22. 22. Matt-Gibson.org StatsSeptember 2012 Traffic Stats*Traffic stats from Google Analytics and demographics from AlexaVisits/month: 27,000Pageviews: 44,000Average Visit: 1:20Location: USA 66%, Canada 9%, UK 5%Age: 18-24: 18% | 25-34: 22%35-44: 9% | 45-54: 27% | 55-64: 23%Gender: Female: 53% | Male: 47%Income: $30 – 60K: 47% | $60 – 100K: 32%$100+K: 21%Social Media StatsFacebook Likes: 5400Facebook Friends: 775Twitter Followers: 4000Klout: 67 Influential in Travel and Tourism,Photography, and Writing.
  23. 23. Matt-Gibson.org Stats cont’d
  24. 24. Colorado Tourism BoardFacebook: 379KTwitter: 44KNewsletter: YesContact: Carly GrimesUtah Office of TourismFacebook: N/ATwitter: N/ANewsletter: N/AContact: Clayton ScrivnerUtah Travel IndustryFacebook: 2.4KTwitter: N/ANewsletter: YesSki UtahFacebook: 25.7KTwitter: 3.6KNewsletter: YesContact: Brandon OttWyoming Office ofTourismFacebook: N/ATwitter: 6.6KNewsletter: YesContact: Chuck CoonVisit CaliforniaFacebook: 47KTwitter: 17.2KNewsletter: YesContact: Rachel VeuDMOs
  25. 25. Ski ResortsColoradoAspen/SnomassFacebook: 37.7KTwitter: 13.5KNewsletter: YesVailFacebook: 119KTwitter: 13/kNewsletter: YesWyomingJackson HoleFacebook: 90.5KTwitter: 11.7KNewsletter: YesGrand Targhee ResortFacebook: 14.5KTwitter: 4KNewsletter: YesCaliforniaSquaw ValleyFacebook: 53.9KTwitter: 7.9KNewsletter: YesAlpine MeadowsFacebook: 22.3KTwitter: 5.7KNewsletter: YesUtahAltaFacebook: 6.5KTwitter: 3KNewsletter: NoPark City MountainResortFacebook: 21.8KTwitter: 12KNewsletter: Yes
  26. 26. A Final NoteWe’re excited about working with you, and don’t want you to think of this as aone-time offer, because It’s not. It’s meant to open a dialogue for innovative andunique ways that we can work together to move us both closer to our goals.Travel blogging is still maturing as an industry. Its leaders are working on projectssimilar to this, but everyone is learning as they go.If you have any ideas how we can help you to reach new audiences, or if you’dlike to hear more of ours, we’d love to talk to you.We can be reached at xpatmatt@gmail.com or at (408) 717-3729.We hope to hear from you soon!Matt & Emilie

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