north dakota department of commerce touris m 2020 me dia … · 2020. 4. 29. · in this plan you...
TRANSCRIPT
TOURISM2020 MEDIA PLAN
Nor th Dakota Depar tment of Commerce
2 0 1 9 - 2 0 21 P R I O R I T I E S
• Grow awareness of ND
• Connect marketing efforts to results and impact
• Increase offerings through policy changes
• Brand unification
• Improve understanding of tourism’s impact on state’s economy
B R A N D P R O M I S EThe Be Legendary brand celebrates the land, the legends, the adventurous spirit, the vibrant
communities, the scenic places and the genuine people of North Dakota.
T O U R I S M A N D M A R K E T I N G
ECONOMIC DEVELOPMENT &
FINANCE
WORKFORCE
TOURISM &MARKETING
COMMUNITY DEVELOPMENT
W H A T W E D O V A L U E W E C R E A T E
01STRATEGIC VISION FOR ECONOMIC VIABILITY
02BUILD CAPACITY ACROSS ALL FUNCTIONS
03CONNECT RESOURCES TO DRIVE ECONOMIC GROWTH
04ELEVATE ND IMAGE
S H A R E D M I S S I O N : E M P O W E R P E O P L E • I M P R O V E L I V E S • I N S P I R E S U C C E S S
T O U R I S M & M A R K E T I N G M I S S I O NWe build the positive public image of North Dakota as a dynamic place to live and work. By showcasing
opportunities and inspiring visitors to Be Legendary, we strengthen the economy and provide opportunity for
people across our communities.
C O M M E R C E M I S S I O NWe lead the efforts to attract, retain and expand wealth
and improve the quality of life for the people ofNorth Dakota.
O V E R V I E W
1. Ad
verti
sing
and
Bran
ding
: Ins
pire
tra
vel t
hrou
gh c
ompe
lling
ad
verti
sing.
Incr
ease
aw
aren
ess
of th
e st
ate
thro
ugh
cons
isten
t br
and
mes
sagi
ng, l
ogo
use
and
mer
chan
disin
g.
2.
Coop
erat
ive
Partn
ersh
ips:
Crea
te
prog
ram
s tha
t max
imize
bud
get
for t
he st
ate
and
indu
stry
par
tner
s, in
clud
ing
adve
rtisin
g/m
arke
ting,
sh
ows a
nd m
issio
ns, p
hoto
and
vi
deo
asse
ts a
nd p
rom
otio
nal
publ
icat
ions
.
3.
Earn
ed a
nd S
ocia
l Med
ia: C
reat
e op
portu
nitie
s to
tell
the
Nor
th
Dak
ota
stor
y, g
arne
r pos
itive
m
edia
cov
erag
e an
d in
crea
se
awar
enes
s and
con
sum
er
enga
gem
ent.
4.
Dig
ital P
rese
nce:
Eng
age
audi
ence
s with
inno
vativ
e an
d in
form
ativ
e di
gita
l con
tent
acr
oss
web
sites
and
oth
er c
hann
els.
5.
Targ
eted
Sal
es a
nd S
uppo
rt:
Prov
ide
dire
ct sa
les a
nd to
ur
deve
lopm
ent a
ssist
ance
for
grou
ps, g
loba
l ope
rato
rs a
nd
fore
ign
indi
vidu
al tr
avel
ers t
o in
crea
se v
isita
tion.
1. Co
llabo
ratio
n an
d Pa
rtner
ship
: Fo
ster
coo
pera
tion
betw
een
loca
l, st
ate
and
fede
ral a
genc
ies,
stak
ehol
ders
and
priv
ate
sect
or
orga
niza
tions
.
2.
Prod
uct D
evel
opm
ent:
Wor
k w
ith
Mai
n St
reet
com
mun
ities
and
pol
icy
advi
sors
to in
clud
e re
crea
tion
and
ente
rtain
men
t in
thei
r pla
nnin
g.
Iden
tify
oppo
rtuni
ties f
or a
dvan
cing
bu
sines
s exp
ansio
n, su
ppor
ting
vibr
ant c
omm
uniti
es a
nd q
ualit
y of
life
3.
Busin
ess A
ssist
ance
: Pro
vide
re
sour
ces f
or p
lann
ing,
fund
ing,
op
erat
ing
and
prom
otin
g to
urism
an
d ho
spita
lity
and
Mai
n St
reet
bu
sines
ses,
even
ts a
nd p
rodu
cts
to a
ssist
in su
stai
ning
hea
lthy
and
vibr
ant c
omm
uniti
es.
4.
Rese
arch
: Det
erm
ine
best
rese
arch
, st
atist
ics a
nd in
form
atio
n to
repo
rt on
the
impa
ct o
f tou
rism
and
m
arke
ting
the
stat
e an
d in
fluen
ce
futu
re in
vest
men
ts in
ext
erna
l m
arke
ting.
1. O
utre
ach
and
Enga
gem
ent:
Purs
ue
oppo
rtuni
ties t
o in
form
and
br
ing
toge
ther
pol
icym
aker
s and
st
akeh
olde
rs o
n iss
ues a
ffect
ing
the
trave
l ind
ustry
.
2.
Faci
litat
ion
and
Coor
dina
tion:
Be
a ga
tew
ay to
enh
ance
pub
lic/
priv
ate
partn
ersh
ips a
nd b
usin
ess-
to-b
usin
ess c
olla
bora
tion
thro
ugh
fam
iliar
izatio
n to
urs,
med
ia e
vent
s, sh
ows a
nd m
issio
ns.
3.
Educ
atio
n: A
dvoc
ate
for t
he v
isito
r ec
onom
y w
ith p
olic
ymak
ers.
Info
rm st
akeh
olde
rs o
f tre
nds,
oppo
rtuni
ties a
nd re
sour
ces.
4.
Com
mun
icat
ion:
Pro
vide
ong
oing
in
form
atio
n us
ing
indu
stry
cha
nnel
s on
ND
tour
ism.co
m, s
ocia
l med
ia,
new
slette
rs a
nd p
rese
ntat
ions
.
5.
Publ
ic R
elat
ions
: Sup
port
com
mun
ities
, attr
actio
ns a
nd
even
ts th
roug
h pu
blic
ity, c
onte
nt
deve
lopm
ent a
nd so
cial
med
ia.
1. Vi
sitor
Ser
vice
: Pro
vide
exc
eptio
nal
visit
or se
rvic
e th
roug
h pe
rson
al
trave
l cou
nsel
ing,
free
acc
ess t
o in
form
atio
n, in
-hou
se so
cial
med
ia
resp
onse
and
inte
ract
ion,
itin
erar
ies
and
cons
umer
show
s to
gene
rate
bo
okin
gs.
2.
Trav
el In
dust
ry S
ervi
ce: P
rovi
de
exce
ptio
nal s
ervi
ce th
roug
h st
aff
avai
labi
lity
and
assis
tanc
e, fr
ee
use
of p
hoto
and
vid
eo re
sour
ces,
partn
er p
rofil
es o
n N
Dto
urism
.com
, lis
tings
in g
uide
s and
bro
chur
es,
train
ing
and
pres
enta
tions
, co
ntin
ual w
ork
to im
prov
e an
d ex
pand
pro
gram
s and
opp
ortu
nitie
s fo
r bus
ines
s-to
-con
sum
er se
rvic
es
such
as b
roch
ure
dist
ribut
ion
outle
ts, c
oope
rativ
e m
arke
ting
and
show
s.
3.
Avai
labl
e an
d Ac
coun
tabl
e: O
ffer
a hi
gh st
anda
rd o
f pub
lic a
nd
partn
er a
cces
sibili
ty a
nd tr
ansp
aren
t or
gani
zatio
nal o
pera
tion.
• Ad
verti
sing
awar
enes
s and
RO
I•
Impr
essio
ns, v
ideo
vie
ws a
nd
cont
ent p
ick-
ups
• N
umbe
r of i
ndus
try c
o-op
pa
rtici
pant
s•
Med
ia c
over
age
• So
cial
eng
agem
ent
• N
Dto
urism
.com
site
traffi
c•
Trac
ked
arriv
als
• Co
unty
shar
e of
visi
tor s
pend
ing
• To
urism
-rel
ated
em
ploy
men
t and
w
ages
• To
urism
-rel
ated
taxa
ble
sale
s and
pu
rcha
ses
• N
umbe
rs o
f attr
actio
ns, e
vent
s and
bu
sines
ses
• N
ew o
fferin
gs a
s a re
sult
of M
ain
Stre
et d
evel
opm
ent g
rant
s and
pol
icy
adju
stm
ents
.
• In
dust
ry n
ewsle
tter u
se•
Conf
eren
ce a
nd tr
aini
ng a
ttend
ance
• In
fluen
cer e
ngag
emen
t gro
wth
: le
gisla
tors
, adm
inist
ratio
n,
asso
ciat
ions
, etc
.•
Trai
ning
and
reso
urce
s pro
vide
d•
Pres
s rel
ease
dist
ribut
ion
• Pe
rson
al se
rvic
e pr
ovid
ed th
roug
h ph
one,
em
ail,
onlin
e fo
rum
s and
so
cial
med
ia in
tera
ctio
n•
Trav
eler
soci
al se
ntim
ent
• St
aff p
rofe
ssio
nal d
evel
opm
ent
• Re
ports
: qua
rterly
, ann
ual a
nd sp
ecia
l
1. Ta
rget
ed S
trate
gic
Com
mun
icat
ions
Pla
ns: I
ncre
ase
succ
ess o
f eco
nom
ic d
iver
sifica
tion
and
wor
kfor
ce d
evel
opm
ent
effor
ts.
2.
Unifi
ed B
e Le
gend
ary
bran
d:
Leve
rage
bra
nd a
cros
s all
stat
e ag
enci
es w
hile
coa
chin
g on
co
nsist
ent u
sage
and
pro
vidi
ng
bran
ding
supp
ort,
incl
udin
g a
new
por
tal f
or b
rand
mat
eria
ls.
Mee
t with
ele
cted
offi
cial
s and
st
ate
agen
cies
to e
ncou
rage
bra
nd
adop
tion.
3.
Dee
per a
nd B
road
er S
tory
Telli
ng:
Dev
elop
stra
tegi
c co
mm
unic
atio
n st
rate
gies
to li
ft aw
aren
ess f
or n
ew
wor
kfor
ce a
nd ta
rget
ed in
dust
ry
influ
ence
rs.
4.
Bran
ded
Mee
ting/
Even
t Pla
nner
s To
ol K
it: D
evel
op a
nd la
unch
to
assis
t age
ncie
s in
upsc
alin
g th
eir
even
ts.
5.
PIO
and
SM
UG N
etw
orks
: lea
d tra
inin
g an
d co
llabo
ratio
n to
el
evat
e co
nsist
ent m
essa
ging
.
6.
Leve
rage
Con
tent
: Cur
ate,
edi
t an
d pu
blish
tour
ism-d
evel
oped
co
nten
t for
wor
kfor
ce m
arke
ting
to h
ighl
ight
des
tinat
ions
and
qu
ality
of l
ife.
• St
rate
gic
plan
s tha
t inc
lude
re
crea
tion
and
ente
rtain
men
t•
Agen
cies
usin
g Be
Leg
enda
ry b
rand
• Pr
ojec
ts, e
vent
s, ca
mpa
igns
ass
isted
• Lo
go u
sage
by
exte
rnal
par
tner
s
We
mar
ket N
orth
Dak
ota:
im
age
deve
lopm
ent,
bran
d bu
ildin
g an
d st
oryt
ellin
g
We
supp
ort t
ouris
m/M
ain
Stre
et d
evel
opm
ent a
nd
busin
ess
activ
ity
We
prov
ide
exce
ptio
nal,
pers
onal
ser
vice
and
ac
coun
tabi
lity
We
driv
e in
dust
ry s
uppo
rt
and
advo
cacy
We
elev
ate
com
mun
ity
build
ing
and
econ
omic
di
vers
ifica
tion
effor
ts a
nd
supp
ort a
uni
fied
stat
e br
and
20
19
–2
02
1 S
TR
AT
EG
IC A
RE
AS
OF
FO
CU
S
OB
JEC
TIV
ES
AN
D S
TR
AT
EG
IES
ME
TR
ICS
L E T T E R F R O M T H E D I R E C T O R
October 8, 2019
Greetings fellow North Dakota promoters,
Thank you for your interest in our great state, and for your part in helping share the stories and experiences that set North Dakota apart and make us a destination. With so little awareness of our boundless opportunities, we can only be successful if we work together. We began presenting our marketing and media plan at a fall gathering during my first year in this role. The goal was to involve our partners in our marketing work early enough to encourage alignment and leverage our collective resources. This is more important now than it was in 2003. With increasing content, channels and tactical marketing from so many others also competing for visitors’ dollars, we need to collaborate on the best strategies to inspire visitation. The impact of the work we do is enormous as we attract visitors, deliver great experiences and build lasting relationships that help sustain our communities.
In this plan you will find our overall tourism strategy for 2019-2021, along with our goals in tourism development and broader state marketing. You will also see our tourism operations team’s overview of 2020 activities and cooperative ventures available to you. The bulk of this document focuses on the paid media plan and the vehicles we have determined will best meet the goals to inspire visitors and increase awareness of North Dakota. The cooperative opportunities include paid advertising, media and influencer relations, social media, show/marketplace attendance and brochure distribution.
The strategies are based on insight from dozens of metrics and data sources. While we cannot definitively determine which marketing executions are 100% responsible for travel to North Dakota, we are able to confidently refine our methods based on previous results, signals of intent to travel and arrivals. Changes that may interest you:
• Our 2019 experiential event at Chicago’s Union Station was such a success that we plan to go 3D in 2020! This year we partnered with North Dakota virtual reality company, Be More Colorful, to gather 360° images and video. Those assets will be used in the 2020 experiential event.
• Retargeting from our own database helped surge inquiries this year. We’re applying that strategy into our Canadian markets with a custom direct mail piece with co-op offers.
• Smart, targeted digital is the name of the game in 2020. We’re using proven vendors and microscopic detail to hone in on potential travelers. We’re happy to offer new digital co-op options for 2020 as well.
Please take time to review the cooperative options and commit to those that fit your goals. Also please let us know if you have others you would like to see. We look forward to working together to meet our collective goals including the overarching goal to increase the dollars spent by visitors.
Thank you for your partnership!
Be Legendary,
Sara Otte Coleman Director - Tourism Division North Dakota Department of Commerce
T O U R I S M & M A R K E T I N G S T A F F
Design and production work supporting state branding, publications, promotional efforts, website visuals and display materials.
Brochure distribution programs, tourism quarterly statistics, stakeholder relations, partner access assistance. Gift shop and merchandise coordination. Support services for director.
Tammy BackhausPartner and Administration Specialist
Monitors and tracks marketing projects. Assists with marketing development and visitor services. Manages logo useage and cooperative agreements.
Penny BlotskyMarketing Specialist
North American group sales and marketing, hosts product development tours, attends marketplaces, provides content for group publications and advertising. Agritourism development.
Deanne CunninghamGroup Travel Marketing Manager
[email protected] 701-328-2527
Commerce communication plans, news releases, talking points, newsletters, writing for publications, and related writing and editing.
Kayla Jo FinleyCommunications Specialist
Provides travel information and counseling to potential visitors, information fulfillment and bulk orders, inquiry databases, merchandise inventory and sales.
Janice FuhrmanVisitor Services Specialist
[email protected] 701-328-2661
Outdoor media relations, media tours, sport shows, exhibits niche marketing, outdoor recreation product development and policy tracking. Film inquiries.
Mike JensenOutdoor Promotions Manager
[email protected] 701-328-2509
Develops social media strategies and implements across all Commerce channels. Creates and tracks KPIs. Supports state social users. Travel Matters and podcast/video production.
Alicia JolliffeSocial Media Strategist
U.S. and Canada marketing, promotional publications, advertising, e-marketing, tourism research, cooperative programs and contact for North Dakota Travel Industry Conference.
Heather LeMoineMarketing & Research Manager
Website manager: nd.gov, NDtourism.com and commerce sites, database management, CRM, data system and software management and support.
Tricia MillerDigital Systems Manager
Develops content for websites, publications, newsletters, e-marketing, media releases, Comnet and other outlets. Edits and proofs.
James “Scooter” PursleyContent Development Specialist
[email protected] 701-328-2874
Public relations program, media liaison, content strategy and implementation. Hosts media tours, national pitches, supports state communications platforms.
Kim SchmidtCommunications Manager
[email protected] 701-328-2532
Photo and video assets management and liaison for state DAM system. Coordinates Governor’s Photo Contest, photo needs, location scouting and editing. Travel Matters production.
Cassie TheurerDigital Asset Specialist
[email protected] 701-328-5387
International marketing and sales, travel trade and media, product development tours, culture, heritage and tribal tourism development.
Fred WalkerGlobal Marketing Manager
[email protected] 701-328-3502
Oversees state brand and marketing, strategic direction and performance. Tourism Division administration, vision and goals. Serves on Commerce Senior Leadership Team, primary liaison for Tourism policy.
Sara Otte ColemanDirector
[email protected]•701-328-2527
Chris AddisonGraphic Design Specialist
T A B L E O F C O N T E N T S
North Dakota Tourism Overview and Program Highlights
Partner Programs ...............................................................................................................................2Group Travel Marketing ...................................................................................................................4Global Marketing ...............................................................................................................................5Outdoor Promotions Marketing ..................................................................................................6Public and Media Relations ............................................................................................................7Social Media Marketing ...................................................................................................................8
Advertising Plan
Creative Strategy ................................................................................................................................9Media Strategy ..................................................................................................................................10
North Dakota Tourism Overview and Program Highlights
Traditional - U.S. ...............................................................................................................................13Traditional - Canada ........................................................................................................................37Digital - U.S. and Canada ..............................................................................................................41Additional Partnership Opportunities ......................................................................................53
2020 Budget Recap .........................................................................................................................57
1600 E Century Ave, Ste 2•Bismarck, ND 58503701-328-2525•NDtourism.com/industry
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1
2020 COOPERATIVE MARKETING PROGRAM RESERVATION NORTH DAKOTA DEPARTMENT OF COMMERCE/TOURISM DIVISION SFN 59647 (10/2019)
Business/Organization Contact Name
Name of Attraction/Community Address
City State ZIP Code
Telephone Number Fax Number
E-mail Website
Partnerships are available on a first-come, first-served basis. This form must be returned by Friday, December 27, 2019, for consideration. Mail or e-mail this form to:
North Dakota Department of Commerce/Tourism Division Attention: Penny Blotsky
PO Box 2057 Bismarck, ND 58502-2057 E-mail: [email protected]
Phone: 701-328-7265 Toll-Free: 800-435-5663
The following cooperative advertising opportunities need to be reserved and placed through North Dakota Tourism. North Dakota Newspaper Association Up to 4 partners
Canadian Direct Mail Up to 4 partners
2” x 4.5” ad, $500 1/6 page, $250
Fox Sports North on-air segments – Television Up to 3 partners
Digital Media Match Up to 10 partners
$2,500 Sojern Forum Communications
The following cooperative opportunities need to be reserved and placed with program managers at North Dakota Tourism. Outdoor Marketing – Sport Shows Mike Jensen, [email protected]
International Traveler Fred Walker, [email protected]
Brochure distribution, $75 per brochure Great American West Roundup Sport Show booth representation, $250 per show IPW
Public Relations Kim Schmidt, [email protected]
Social Media Alicia Jolliffe, [email protected]
Paid influencer program, $1,000 - $3,000 Sponsored social content, $250 per post
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The following cooperative advertising needs to be placed directly with the publications listed below. North Dakota Tourism tries to keep cooperative interest in mind for future buys and would like to track partner interest. Please check and share which publications you plan to cooperatively advertise with. (Please check all those that apply.)
Leisure Market Canadian Market – Magazine Advertising AAA Living CAA Manitoba Magazine
Chicago Life CAA Saskatchewan
Live/Play AAA Saskatoon HOME Magazine
Travel 50 & Beyond Prairies North
Midwest Living
MKE-Milwaukee’s Lifestyle Magazine Star Tribune Newspaper
ND Tourism Website and Enews Outdoor Travel Niche NDtourism.com Ducks Unlimited North Dakota Tourism Enews Program National Parks Magazine
On Wisconsin Outdoors
Outside Magazine Pheasants Forever
NORTH DAKOTA TOURISM OUTDOOR SPORT SHOW PARTICIPATION APPLICATION ND DEPARTMENT OF COMMERCE/TOURISM DIVISION SFN 59649 (9/19)
Name of Organization Check if past partner and skip to bottom section
Contact Person Telephone Number
Mailing Address City State ZIP Code
Email Address Web Address
Description of Services Offered to Consumers
North Dakota Tourism 2020 Sport Shows
Show Dates Show Name and Location Booth Size
Participate in Booth
Brochure Distribution Amount
February 8-9 Chicago Travel and Adventure Show - Chicago, IL 10x10 $250 $75
February 14-16 National Pheasant Fest – Minneapolis, MN 10x10 $250 $75
February 28 – March 1
Wisconsin Fishing Expo – Madison, WI 10x10 $250 $75
March 12-15 Sioux Empire Sportsmen’s Show – Sioux Falls, SD 10x10 $250 $75
April 2-5 Northwest Sport Show - Minneapolis, MN 10x20 $250 $75
TOTAL $
ND Tourism will be offering in-booth cooperative partnerships. Partners participating can staff the booth alongside ND Tourism staff and display brochures, banners and material that promote your destination, attraction or service. Space is limited and $250 partnerships will be offered on a first-come first-served basis. Tourism will also display brochures on your behalf, partnership fee is $75 per brochure, per show.
If you are unsure which show or shows would be best for your destination, feel free to contact Outdoor Promotions Manager, Mike Jensen at (701)328-2509 or [email protected] with any questions.