2014 Durango Area Parade of Homes

Advertising and Promotion Summary

March 25, 2015

Dear 2014 Durango Area Parade of Homes Sponsors and Builders,

Thanks for all of the hard work, generous sponsorships, and support for the HBASC that went into your

Parade of Homes. The 11th year of the Parade of Homes was one of the most successful parades ever!

Sign up for the Houzz training on April 10th and for helping us man the H&R Show booth

on April 25th & 26th – they are 2 hour slots – a free benefit of membership if you don’t

have a booth!

Attendance was up again, with over 1,200 tickets sold, and 410 ticket holders visited every parade site to

register to win one of our fabulous prizes.

This Advertising and Promotion Summary was prepared so you could know where your entry fees and

sponsorship funds were spent, and to show you how Parade of Homes advertising brings exponential value

through cooperative advertising. Advertising of all types is expensive these days, and Parade of Homes

advertising offers outstanding results for your advertising dollars.

At the end of this summary, you will find a sponsorship packet for 2015. Please consider supporting the

HBASC in 2015 in any of the ways outlined there.

HBASC program plans for 2015 includes new events, speakers and above all, giving back to the

community in the form of Charity Partnerships on our Contractor Yard Sale, Chili Cook-off and Casino

Night, plus a portion of Parade of Homes proceeds to go toward funding some meaningful Scholarships

for our budding new generation of Building Professionals!

Thank you for your support of your HBA and the industry that supports you.

Best wishes for a prosperous 2015.

2014 Parade Advertising and

Promotion Summary

Television Advertising

Inside Durango TV Ad

Inside Durango TV is Durango’s original local TV program, and now its

premiere website for fun, local content. They are passionate about their

community, and have been making videos and advertising local businesses

since 1983. The program highlights the culture, lifestyle, activities and

attractions that make southwest Colorado such an incredible place to be. Their

marketing for the 2014 Parade of Homes included:

Production of (3) new 2014 POH commercials for the following spots

o :15 second “Save the Date” (ran for 2 months before the event)

o :30 second commercial (ran for 2 weeks before the event)

o :30 second commercial for FASTSIGNS Ad Network (no sound)

Commercials ran at the Durango Rec Center, Welcome Center and

Airport for 5 weeks prior to the event (see Fast Signs).

Sponsored Live airing of Durango Rodeo

Links to Commercial and Home segments featured on the

Durango Home Show:

The commercial: https://www.youtube.com/watch?v=b6X8aMYQioY

Home 1: https://youtu.be/tdgfiD12iCI?t=3m59s

Home 2: https://youtu.be/tdgfiD12iCI?t=5m44s

Home 3: https://youtu.be/tdgfiD12iCI?t=7m29s

WHAT IS INSIDE DURANGO TV, ANYWAY? Inside Durango TV (IDTV to some) is a local half-hour TV show in Durango,

CO. It’s also southwest Colorado’s leading video website. The show is locally

produced and focuses on the culture and lifestyle of southwest Colorado.

WHERE CAN I SEE IT?

Other Promotions

HBASC Weekly Newsletter Ads

August thru September

HBASC Website: hbasc.com

HBASC Facebook Page

HBASC Meeting Announcements

DurangoPOH.com website

Calendar Listings

Colorado Country Life – September

Durango Magazine Travel Host

360Durango.com FourCore

Main Street Banner

6’ x 36’ Banner on Main Street Downtown Durango Sept. 22-– Sept. 29

4’x24’ Banner at Santa Rita Park Sept. 22-Sept 29

Service Clubs

4Core - Four Corners Office of

Resource Efficiency

Durango Chamber of Commerce

Daybreak Rotary

Noon Lions Club

Channel 15 on Optimum Cable, and DurangoTV.com. IDTV runs in the morning from 7-9, and in the evening from 7-10.

Videos are also available around-the-clock online.

IDTV is produced by Animas Media, a Durango, an EMMY-nominated video production company providing video and television production services for clients ranging from local businesses to global corporations. When not working on the next episode of IDTV, Animas Media focuses on action sports, adventure travel, and outdoor programming.*

*IDTV Facts courtesy of DurangoTV.com website.

Fast Signs Digital Video

Durango Recreation Center 15 second ads

Spooling every 4 minutes, 2 weeks prior to event

Located on main level behind front desk

Located upstairs over water fountain by bathroom

Durango Airport – 48” x 83.2” Digital Display

15 second ad spooling every 4 minutes, 2 weeks prior to event

Durango Welcome Center Window

Digital Display

15 second ad spooling every 4 minutes, 2 weeks prior to event

Prime location on Main Avenue and 8th, in front window and inside the center

Radio Advertising

Four Corners Broadcasting 542 30-second ads on KIQX, KIUP, KRSJ

Beginning September 14, through September 28, With sponsor mentions of 4 per spot in Rotating cycle.

(2) 4-hour live remote broadcasts on September 26 And 27, with 4 commercial spots per hour on KIQX And KRSJ, with builder and sponsor credits In random cycle.

Sept. 26: 5:00 -9:00 pm – Edgemont Highlands

65 YEARS OF SERVING THE

Four Corners

Broadcasting

Durango’s oldest and most powerful (5,000 watts) AM station, KIUP has served the Four Corners Area since 1935. Targeting the largest segment of the audience (Males 25-54) with local news, local sports, call in talk shows and ESPN Sports talk. The station has been recognized for excellence by the Associated Press and The Colorado Broadcasters Association many times in its long history. KIUP serves the adult population of southern Colorado and Utah as well as Northern Arizona and New Mexico in a 24 hour broadcast day. KRSJ’s combination of information and country music programming truly reflects the lifestyle of the southwest. KRSJ delivers to the advertiser the 25-54 year old consumer and listeners that are loyal to programming “that's right on the money.” KIQX-FM is a unique small market radio station. The music played on KIQX is a carefully blended mix of classic hits of the 60’s, 70’s, 80’s and 90’s with selected music from the current music available. This mix is created and presented in an adult format that makes for comfortable long term listening.

Sept. 27: 8:00am -10:00 am – Southwest Appliances Sept. 28: 10am-12:00pm – Smart Enterprises

Radio Advertising

XRock 2 weeks before the Parade:

(4) live interviews on-air (112) 30 second spots

(2) live mentions per day

Ticket Sale Information: Survey Results from Participants who Visited All Parade Sites How Did You Hear About the Parade of Homes? #Participants visiting all 17 sites 410 Newspaper/Program 39.4% Radio 13% Friend 12% Repeat 9% Online 7% Sponsor or Builder 7% HBASC 6% Other (unexplained) 6% Banner 2.3% Posters 2.3% Odd responses 1.7% Durango Chamber 1.2% Realtor 1%

American General

Media

As a leading provider of FM Radio, Rocking Durango Colorado

and the surrounding Four Corners area XROCK105.com

takes pride in offering the best Rock 'N Roll on the air. They are a

16,500 Watt Powered Station

"Finally, a radio station in Durango that doesn't suck!"

(Their words, not mine!)

X-Rock is dedicated to serving the needs of their listeners each

and every day.

Internet Advertising

FourCore Weekly ENews Spotlight on Energy Star/HERS rated/NAHB Green Building Certified Homes with Parade of Homes Magazine Cover Branding. Sept. 11

What’sHappeningDurango Weekly E-lert Banner Blast: Sept. 16 & Sept. 23 Parade of Homes Banner on the front page of What’sHappeningDurango.com Sept. 9 thru Sept. 29 Front window event screen at Durango Welcome Center:

Durango Welcome Center Sept. 21 – 28 (see display ads)

Durango Chamber of Commerce Business Facts Advertising – 9 Issues August 8, 15,22, 29

September 5, 12, 19, & 26

Newsletter Advertising – Full page newsletter ad – September Newsletter

360Durango Premium banner on HBASC page September 23-30

Corner banner linked to DurangoPOH.com run from Sept. 23, on every 360Durango web page, loaded onto 50,000+ pages during that time. Almost 1,000 distinct clicks onto DurangoPOH.com.

4Core - Four Corners Office of

Resource Efficiency

The Four Corners Office for Resource

Efficiency is a non-profit serving

Southwest Colorado as the leading

resource for the effective and efficient

use of energy to promote and sustain

vibrant local communities. 4Core sends

a newsletter twice a month to 1500

email addresses.

What’sHappeningDurango

What’sHappeningDurango is a

complete local event calendar with all

that is going on in Durango, Colorado,

with ticketing capabilities! WHD

publishes a weekly E-lert that goes out

every Monday to over 950 subscribers.

Local events are listed on a front

window screen available for viewing 24-

7 at the Durango Welcome Center, 802

Main Avenue.

Durango Chamber of Commerce

The Durango Chamber of Commerce is

a member based organization that

promotes and supports the local

business community. With more than

800 members, the Durango Chamber of

Commerce acts as a resource of

information for its members.. Friday

Business Facts distributes to more than

1200 Chamber members – Opening rate

is between 30 and 35

Over 100,000 people have used

360Durango.com in the past 12 months to

find answers for what to do, where to eat,

stay and play, who can do it, and much

more. People are finding what they’re

looking for on a local level at

360Durango.com. Gain access to the

software that spreads your message further

and more efficiently than anything else.

Print Advertising 360Durango

September 2014 Coupon Mailer, Hard Copy Print Ad Inside cover full page ad

TravelHost Magazine – Four Corners Region

Full page display ad for the summer and fall issues

with a hot link to the Parade of Homes website

Full page display ad on www.travelhost.com for 6 months

Event Description in Calendar of Events for Fall Issue

Four Corners Business Journal 1/4 page Color Ad in the September 15 & 22 issues

Farmington Daily Times 1/4 page Color Ad in the September 17 & 24 issues

Beginning September 15th, 10,000 online impressions of The above ad – linked to www.DurangoPOH.com

The Durango Telegraph 1/2 page Color Ad in the Sept. 18 issue

Durango Magazine

TravelHost Magazine

TRAVELHOST Magazine of Four Corners

publishes the largest in-room travel

magazine in the Four Corners Region,

filled with highlighted articles of

interest on many attractions in the

entire area and local calendar of events

that bring in the Tourists, Travelers and

Locals, as well as advertising to bring in

the Traveler Dollars to attractions,

dining, entertainment, events,

shopping. TravelHost is distributed to

8,000 rooms at 135+

hotels/motels/condos throughout the

Four Corners, as well as 18 visitor

centers, 45+ RV Parks, 6 airports, and

over 500 businesses, libraries and

museums with over 175,000 monthly

readers in Aztec, Bloomfield,

Farmington & Gallup, NM; Bayfield,

Cortez, Dolores, Durango, Ignacio,

Mancos, Ouray, Ridgeway, Pagosa

Springs, Silverton & Telluride, CO; Moab

and SE Utah.

Durango Magazine

With award-winning excellence in

design and a high-quality standard-size

format, Durango Magazine is

consistently informative and

compelling. Regular topics include area

attractions, history and culture.

Distribution of the 34,000 printed

copies began May 22, with delivery to

3,000 hotel rooms, reaching 170,000

visitors to the area. Copies of the

Summer/Fall issue were mailed to 2,300

business owners, 7,500 Durango area

homeowners, and about 200 non-local

subscribers. Distribution includes two

welcome centers and DRO airport.

One-quarter page display ad in Summer/Fall 2014 Issue.

Print Advertising

Durango Herald (Platinum Sponsor)

1/4 ad Home & Ranch Show publication April 19, 2014

“Save the Date: Durango Parade of Homes 9/26-28”

Durango Living, August 2014 (lifestyle insert)

1/4 page Ad inserted in Sunday insert in all Ballantine

Communications publications in August

Durango Living, August 2014 2 page article, pp 14-15

Full page ad in August 18, 4 Corners Real Estate Guide

Back Cover premium placement, inserted into August

2014 Sunday paper of all Ballantine Communications

Publications

August 12 – September Run Of Paper (ROP) pre-event

Ads run in Durango Herald, Cortez Journal, Mancos Times,

Pine River

Valley Times, Dolores Star

(35) - 2 Columns x 4” Ads

(1) Full Page Ad August 31, 2014

(10) 1/4 Page Ads September

500 Parade of Homes 11” x 17” Posters distributed

And posted in businesses throughout Durango,

Bayfield, Mancos, Cortez and Pagosa Springs area

(6) 24” x 36” Foam-core posters for Banks & other ticket Sale locations.

2,500 Parade of Homes Tickets printed. Over 1,200

Tickets sold, listing sponsors & builders

50,000 + Emails sent to targeted demographic: - Homeowners / 30-65 / In home 5+ Yrs - Renters / 30-60 all 150 mile radius of 81301

Publishing news in the area since

1881, The Durango Herald prints

Circulation Numbers vary with the

seasons. Approximate circulation:

Durango Herald – 7,500/Day

Cortez Journal – 4500/2x Week

Mancos Times – 700/Week

Pine River Valley Times –

1,400/week

Dolores Star – 700/Week

Real Estate Guide: 20,000 Copies

Distributed

We believe that what helps

business, helps people. That’s why

since 2009, BDMedia has been

helping small and medium-sized

local businesses leverage the power

of the Internet to find, connect and

engage with customers.

15,000 Event Programs including membership directory, Distributed in September 21, 2014 in all Ballantine

Communications publications and to all area Banks

Selling Parade tickets.

2,500 Event Programs including membership directory

For distribution at Parade home sites.

1/4 Page “Thank you” Ad listing Parade of Homes prize

Winners, and thanking all Parade of Homes participants

Feature articles on September 14, 21 & 27 – (3) articles

On front page of section, 2 – in the Sunday Real Estate

Section

Boomers & Seniors 1/4 page color ad in September 2014 Edition, page 13

Page 1 article printed on Parade of Homes – ½ page on pp1, ¼ page article continued on pp2 of September 2014 Edition

Display Advertising Durango Welcome Center

Front Window Display with construction-related tools

and equipment, “YBOD” Lego Contest models, and foam

board signs with logos from all of the participating builders

Display set up September 21 - 28, viewed by all passers-by

(Platinum Sponsor/Print

Ads – Continued)

Durango Welcome Center

Located at the corner of Main Ave. and 8th St. (802 Main) in the heart of Historic Downtown Durango, the new Durango Welcome Center is a one-stop “information” shop for all that Durango and surrounding La Plata County. Its realization is a result of a unique collaboration of four key entities: Durango Business Improvement District (BID), Durango Area Tourism Office (DATO), Fort Lewis College (FLC) and the City of Durango, plus key support from a broad cross-section of the community. The Center is a go-to location for tickets, updates on attractions and events, plus comprehensive information about educational opportunities at Fort Lewis College, Durango’s in-town, four-year institution of higher learning.

Special Events: LEGO “YBOD” Building Challenge (“Young Builders of Durango”) Alpine Bank –Sponsor/Radio Spots: The goal was to bring an added value family event To the POH, and to help sell tickets and bring a new Awareness to a younger generation of the families to the Parade of Homes and Home Builders Association of Southwest Colorado. Radio spots promoted the Parade of Homes and LEGO Challenge, and recorded two separate ads promoting Ticket purchase and the LEGO Challenge as an event Offered to ticket holders.

developed a specifically branded logo for YBOD (“Young Builders of Durango”)

Ran a minimum of (180) :30 second spots on KISS Country, the Point, and 99X

Grill and Chill

Southwest Appliance – Sponsor

Evening Under the Stars & All day Grilling’ event on

Saturday, featuring fabulous foods!

Sweet Treats

Smart Enterprises –Sponsor

Evening Under the Stars & All day Grilling’ event on

Saturday, featuring fabulous foods!

Poker Run

Southwest Appliances & GA Siggins Construction – Sponsors

Container Garden Contest

Durango Nursery & Supply - Sponsor

Evening under the Stars