2016 partnership program guide

MARKETING & PARTNERSHIP
2016 OPPORTUNITIES
QUICK REFERENCE
EXECUTIVE DIRECTOR’S MESSAGE
1
VISITREDDEER.COM & SOCIAL MEDIA 2
ONLINE MARKETING BUY- IN OPPORTUNITIES
3-4
RED DEER & COUNTY EXPERIENCE GUIDE 5 - 6
RED DEER & COUNTY MAP
AMA WESTWORLD
SWERVE MAGAZINE
7
8
9
FRONTLINE TRAINING - RED DEER EXPERIENCE EXPERT BUS TOURS
TRAVEL ALBERTA WORKSHOPS
11 - 12
TOURISM RED DEER WORKSHOPS & EVENTS
TOURISM RED DEER CONTACTS
Tourism Red Deer
101 – 4200 Hwy 2 Red Deer, AB T4N 1E3
Phone: 403.346.0180 Fax: 403.346.5081
[email protected] www.visitreddeer.com
13
10
EXECUTIVE DIRECTOR’S MESSAGE
November 2016
Dear Marketing Partner,
In the following pages you will find Tourism Red Deer’s Partnership and Marketing Programs for 2016.
Tourism Red Deer strives to develop and offer relevant programming that has a positive impact on your
business. We are excited to have you participate with us in the programs developed for 2016 as described in
this booklet. Working together we will increase the awareness of our region. Through story-telling, (both online
and through traditional media), we will share the many wonderful experiences our visitors can expect. We will
create sales opportunities for you to connect with potential new visitors.
If you haven’t been to the current website visitreddeer.com we encourage you to do so. Our online platforms
are the cornerstone of all our marketing efforts and provide a valuable opportunity for you to showcase your
product, packages, facilities and experiences. Let’s talk about how you can participate with us online.
We sincerely hope you will continue to support the marketing efforts and activities of Tourism Red Deer and
become an active participant in our organization.
Please be sure to complete and return all of the appropriate registration forms included with this package to
ensure you reserve the space you require. We look forward to reviewing your marketing plans with you.
Please do not hesitate to contact us to discuss each of the 2016 Partnership Programs in more detail.
Sincerely,
Liz Taylor
Executive Director
Tourism Red Deer
1
VISITREDDEER.COM & SOCIAL MEDIA
Make the most of your online profile on visitreddeer.com - We would be happy to discuss your content and
information with you, and help you gear it toward our tourism audience. Also go to visitreddeer.com and
select to view our visitors, media or industry site – where you can stay up to date on industry programs, events
and information. Do you have something to share with consumers? Send us your information and it could be
shared through our social media channels, connecting you with Tourism Red Deer’s followers.
TOURISM RED DEER’S OFFICIAL SOCIAL MEDIA HANDLES
Visit Red Deer
Visit Red Deer
Visit Red Deer
DO YOU HAVE A SPECIAL OFFER YOU WOULD LIKE TO PROMOTE? Send us
the information and we will include your package or special offer on the Special Offers
section of our website. (Partners only)
DO YOU NEED HELP DEVELOPING ONE?
We would be happy to help you develop a package or special offer, please contact us.
2
ONLINE MARKETING BUY- IN OPPORTUNITIES
TOURISM RED DEER PARTNERSHIP ENHANCEMENTS
After selecting your Basic partnership level with Tourism Red Deer you have the opportunity to expand your
reach through our social media and online channels.
ENHANCEMENT
THEMED
ARTICLES & STORIES
BANNER AD
MONTHLY
PRIORITY PLACEMENT
3 MONTHS
PRIORITY PLACEMENT
ANNUAL
DESCRIPTION
Product feature in your choice of one:
 Article distributed to travel media writer
 Visit Red Deer consumer e-newsletter
 Visit Red Deer blog.
Banner ad featured on visitreddeer.com
Feature highlight for your web listing on
visitreddeer.com within your product category.
Priority placement of your visitreddeer.com profile
within your product category.
PRICE
$150 / each
$300 / monthly
$150 / 3 months
$500 / annually
ONLINE MEDIA BUYS
Promote your business, event or special offer and participate in dedicated online advertising buys through
Google or Facebook. Our web team will develop and manage an online campaign to your profile, event or offer
on visitreddeer.com. Each campaign will include ad development, monitoring, landing page content updates
and reporting.
LEVEL
CAMPAIGN LEVEL 1
CAMPAIGN LEVEL 2
CAMPAIGN LEVEL 3
CONTENT DEVELOPMENT
3
DESCRIPTION
2 weeks
1 medium (Facebook or Google)
2 weeks
1 medium (Facebook or Google)
Up to 4 weeks
1 medium (Facebook or Google)
Promote your business through experiential
storytelling. Our content team will develop blog
posts to be shared on your website and the Visit
Red Deer blog.
PRICE
$350
$500
$1,000
Single Post
$300
3 Post Package
$700
ONLINE MARKETING BUY - IN OPPORTUNITIES
CONTENT MARKETING PACKAGES
Each package offers marketing and content assistance at varying levels. The Bronze package is ideal for an
organization that is already active online and wants a boost through a 6 month period. The Silver package is
designed for businesses looking for a cost effective way to maintain a complete online presence. The Gold
package targets businesses looking to make a more complete splash online through a comprehensive content
marketing campaign.
SERVICE
ONLINE MARKETING AUDIT
Report detailing the overall health of your business’s
online marketing efforts.
STRATEGY MEETING
Individual meeting with our marketing/web team to
discuss campaign objective, ideas and direction.
BLOG POSTS (Per 6 month campaign)
Our team will develop blog posts to be shared on your
website and the Visit Red Deer blog.
SOCIAL MEDIA POSTS (Per 6 month campaign)
Our team will work with you to develop posts to be used
on your own social media channels and on Visit Red
Deer social platforms where applicable.
KEYWORD MONITORING
This service allows you to monitor keywords
related to your brand, location and competitors.
You with receive a weekly overview report.
SOCIAL MEDIA CONTEST
Increase engagement and social activity around your
brand. Our marketing team will design and manage a
contest to be run on your social media channels
(Twitter and Facebook).
E-NEWSLETTER DEPLOYMENT
This is an opportunity to include one of your blog posts
in the monthly Visit Red Deer e-newsletter during the
campaign.
VIDEO TRAINING ACCESS
PREFERRED AD RATE
Silver and Gold package operators will have access to
preferred campaign creation and maintenance rates.
Applying to Google, Facebook and Bing ad campaigns.
BRONZE
SILVER
GOLD
INCLUDED
INCLUDED
INCLUDED
INCLUDED
INCLUDED
INCLUDED
3
6
8
6
12
24
-
Up to 1,000
Monthly
Mentions
Up to 3,000
Monthly
Mentions
0
0
1
0
1
2
INCLUDED
INCLUDED
INCLUDED
-
INCLUDED
INCLUDED
$750
$1,350
$1,750
* Individual media investment at the discretion of operator
COST OF 6 MONTH CAMPAIGN
4
2016 RED DEER & COUNTY EXPERIENCE GUIDE
Tourism Red Deer’s Experience Guide (aka visitors guide) is designed to attract visitors and is a resource of
unique experiences. This highly recognized marketing tool promotes amenities, accommodations, attractions,
dining, events, products and services.
GUIDE SIZE: 6” x 10 ¾”
CIRCULATION: 20,000 printed
DISTRIBUTION: City of Red Deer and Red Deer County hotels, facilities, attractions and visitor information
facilities throughout western Canada. Also available for viewing and downloading from our
interactive website www.visitreddeer.com
SCHEDULED DISTRIBUTION DATE: April 2016
BOOKING DEADLINE: January 15, 2016
MATERIALS DEADLINE: January 31, 2016
MATERIAL SUBMISSION INSTRUCTIONS: Email artwork to Carla at [email protected]
(File format should be a print ready high resolution PDF (300dpi), and file name should include your
company name and ad size).
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2016 RED DEER & COUNTY EXPERIENCE GUIDE
ADVERTISEMENT SIZE
COUPON / VALUE OFFER
(12 spaces available)
1/6 PAGE
1/2 PAGE
FULL PAGE
INSIDE BACK COVER
DESCRIPTION
Template Ad Only. Double Sided. Includes: Offer
explanation and any stipulations, logo, photo, contact
information and 50 word business description.
Must be a price pointed offer. Expiry April 30, 2017.
Template Ad Only – Includes: Logo, photo, contact
information and 50 word business description.
5.25” wide x 5.0625” tall.
Camera ready PDF.
5.25” wide x 10.25” tall.
Camera ready PDF.
5.25” wide x 10.25” tall.
Camera ready PDF.
PRICE
$250
$500
$1,000
$1,500
$2,000
6
2016 RED DEER & COUNTY MAP
Full-size, colour, detailed street map widely used by visitors, service providers and residents. The detailed
street map is updated annually to show new residential, commercial and industrial areas. It also includes a
map of Red Deer County and provides general information regarding our thriving community.
CIRCULATION: 20,000 printed
DISTRIBUTION: City of Red Deer & Red Deer County hotels, facilities, attractions, visitor information centres
SCHEDULED DISTRIBUTION DATE: April 2016
BOOKING DEADLINE: January 15, 2016
MATERIALS DEADLINE: January 31, 2016
MATERIAL SUBMISSION INSTRUCTIONS: Email artwork to Vicky at [email protected]
(File format should be print ready high resolution PDF (300dpi), and file name should include your
company name and ad size).
ADVERTISEMENT SIZE
FRONT DISPLAY
(Includes your logo on location)
1/4 PANEL
1/2 PANEL
FULL PANEL
BACK COVER
DESCRIPTION
2.5“ wide x 4” tall.
Camera Ready PDF.
4“ wide x 2.5” tall.
Camera Ready PDF.
4“ wide x 5“ tall.
Camera Ready PDF.
4“ wide x 10“ tall.
Camera Ready PDF.
4“ wide x 10“ tall.
Camera Ready PDF.
BACK OF MAP
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PRICE
$750
FRONT OF MAP
$600
$800
$1,500
$2,000
AMA WESTWORLD
Westworld Alberta provides Alberta Motor Association members with accurate, timely and relevant
information focusing on a mix of regional and international travel features, unique stories and adventures
by Canada’s top writers that entertain, inform and inspire. Westworld Alberta offers a unique opportunity
to reach over 590,000 Alberta Motor Association members’ homes.
GROUP ADVERTISEMENT: 2 page spread
CIRCULATION: 590,000 printed
DISTRIBUTION: Alberta
SCHEDULED DISTRIBUTION DATE: May/June 2016
BOOKING DEADLINE: January 15, 2016
MATERIALS DEADLINE: January 31, 2016
MATERIAL SUBMISSION INSTRUCTIONS:
Email your ad information to Carla at [email protected]
(File name should include your company name).
ADVERTISEMENT SIZE
1/6 PAGE
(12 spaces available)
DESCRIPTION
Template Ad Only. Includes: Logo, photo, contact
information and 50 word business description.
PRICE
$650
8
SWERVE MAGAZINE
Swerve is Calgary Herald’s weekly lifestyle and entertainment magazine and is distributed to all subscriber
households, with single copies available in strategic locations throughout the city. Swerve is the best way to
reach Calgary's most desirable audience. For the 3rd year we will be purchasing a 12 page booklet style insert that
will be included in the May issue of Swerve.
RED DEER INSERT: 12 page booklet
CIRCULATION: 135,000 printed
DISTRIBUTION: Calgary
SCHEDULED DISTRIBUTION DATE: May 2016
BOOKING DEADLINE: January 15, 2016
MATERIALS DEADLINE: January 31, 2016
MATERIAL SUBMISSION INSTRUCTIONS:
Email your ad information to Carla at
[email protected]
(File name should include your company name).
ADVERTISEMENT SIZE
1/4 PAGE
9
DESCRIPTION
Template Ad Only. Includes: Logo, photo, contact
information and 100 word business description.
PRICE
$800
FRONTLINE TRAINING – RED DEER EXPERT BUS TOURS
WHAT IS THERE TO DO IN RED DEER?
Be our guest for the day! Join Tourism Red Deer & Pursuit Adventures as we tour local attractions for behindthe-scenes information on their programs, events and features. This FREE tour is designed to train frontline
staff about some of the best things to see & do in Red Deer and Red Deer County. Participants will discover
Red Deer’s interesting history, be able to identify local landmarks and become aware of attractions and
services. Enjoy the tour then share tips and advice with your guests on the best experiences Red Deer has to
offer!
June 7
June 8
June 9
RED DEER TOUR A
RED DEER TOUR B
RED DEER COUNTY TOUR
*** PLEASE BRING A BAGGED LUNCH ***
7:15am – 1:00pm
7:15am – 1:00pm
7:15am – 2:00pm
Participants will earn a
“Red Deer Expert” pin
and certificate that
acknowledges this
experience designation.
TO REGISTER:
Contact Tourism Red Deer 403.346.0180 or online at visitreddeer.com/industry
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TRAVEL ALBERTA WORKSHOPS
EQ1 – SAY HELLO TO YOUR BEST CUSTOMER (PART 1 of 3)
February 18, 2016
1:00 – 4:00 pm
MICROTEL, GASOLINE ALLEY
Have you ever wondered why one person is happy to relax and read a book by the pool while another wants
endless exploration on a vacation? As individuals, we each value different things and that includes how we
want to spend our time on vacation. This workshop explores how one’s social and travel values influence the
kinds of experiences we seek. This in-depth look at EQ, a segmentation tool founded on values, will give you:
An understanding of the values and motivations of the EQ types. How these values drive purchase decisions,
which EQ type is your business’s “best customer”.
EQ2 – BUILDING EXPERIENCES FOR YOUR BEST CUSTOMER (PART 2 of 3)
March 3, 2016
9:00 am – 3:00 pm
MICROTEL, GASOLINE ALLEY
Now that you know who your best customers are, what they value and what motivates their travel decisions,
you can look at your business’s existing products to determine how you can make them even more appealing.
The next step is understanding how to take your offering from a product to an experience. This workshop will:


Share examples of tourism experiences
Spark ideas for creating experiences that meet the needs of your best customers.
EQ3 – MARKETING EXPERIENCES TO YOUR BEST CUSTOMER (PART 3 of 3)
Every business wants to maximize its marketing efforts. EQ gives you insights into your best customer that will
help you take a more targeted approach in your marketing. In this workshop you’ll learn how to use EQ for:



Preparing promotional and pricing messages
Selecting media channels and assessing unpaid media opportunities
Writing copy and selecting images
MEDIA RELATIONS 101 – WE ARE STORY TELLERS
March 17, 2016
1:00 – 4:00 pm
MICROTEL, GASOLINE ALLEY
Travellers are overwhelmed with information, whether it’s from traditional media such as newspapers,
magazines, radio and television or new media including the internet and social media like Facebook or Twitter.
The trick is to find ways to stand out from all the noise. We will look at how to find and package stories about
your operation or destination; include tips on how to pitch stories, build relationships with travel journalists and
sample checklists to help you build your media relations toolbox.
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TRAVEL ALBERTA WORKSHOPS
BUILDING YOUR BUSINESS THROUGH TRAVEL TRADE
March 24, 2016
3:00 – 4:00 pm
MICROTEL, GASOLINE ALLEY
As an industry, we need to work together to bring new dollars into the economy by inspiring international
travellers to choose Alberta as their vacation destination. Building Your Business Through the Travel Trade is
an information session developed to introduce you to what’s essential in becoming export-ready and the value
and benefits of working with the travel trade.
EQ IN THE ALBERTA MARKET
April 5, 2016
1:00 – 2:30 pm
MICROTEL, GASOLINE ALLEY
This new workshop will follow the 3 part EQ workshop series, giving us insight into how EQ is integrated into
the Alberta Market. Completion of the 3 part EQ workshop series is a prerequisite to attend.
More information to be announced closer to the date.
BUILDING A BASIC MARKETING PLAN
April 14, 2016
1:00 – 4:00 pm
MICROTEL, GASOLINE ALLEY
Every business needs a marketing plan; some businesses just don’t know where to start. In this workshop,
your Travel Alberta Industry Manager walks you through the steps you’ll take to create a plan that will help you
make important marketing decisions.
PARTNERSHIP & PACKAGING
April 28, 2016
1:00 – 4:00 pm
MICROTEL, GASOLINE ALLEY
In this workshop you will learn to identify how and when partnering with other tourism industry operators will
help you achieve marketing objectives. You will also learn how to build more effective packages for yourself or
with other tourism partners.
TO REGISTER:
Visit Travel Alberta’s Industry website at industry.travelalberta.com/ and search
for Workshops and Webinars in Red Deer.
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TOURISM RED DEER WORKSHOPS & EVENTS
DEVELOPING A SOCIAL MEDIA STRATEGY – Tourism Red Deer`s Social Media Team
May 5, 2016
1:00 – 4:00 pm
MICROTEL, GASOLINE ALLEY
The social media landscape is becoming increasingly competitive and businesses have to be much more
organized and efficient at what they do online. Developing a social media strategy is an important step for all
businesses to ensure their program stays cohesive, focused and manageable. This session will guide
participants through the basics of developing a social media strategy:




Identifying social media goals
Identifying the best channels for your business
Developing a social media content plan
Creating a social media roadmap
TOURISM RED DEER AGM
March 24, 2016
4:30 –5:30 pm
MICROTEL, GASOLINE ALLEY
Discover what Tourism Red Deer has planned for 2016 - 2017 and what our organization has accomplished
over the past year. This will also be a great opportunity to meet with Tourism Red Deer's Board of Directors
and Staff.
2015 RED DEER EXPERIENCE AWARDS
June 1, 2016
6:00pm cocktails, 7:00pm program
Welikoklad Event Centre, Downtown
Join us as at the 2015 Red Deer Experience Awards celebration, where we honour excellence in Customer
Service and Outstanding Experiences in the Hospitality and Tourism Industry of Red Deer and Red Deer
County. Tickets can be purchased online at visitreddeer.com
FRONTLINE TRAINING – RED DEER EXPERT BUS TOURS
June 7, 2016
June 8, 2016
June 9, 2016
7:15am – 1:00pm
7:15am – 1:00pm
7:15am – 2:00pm
Pick up and Drop off at Tourism Red Deer
Pick up and Drop off at Tourism Red Deer
Pick up and Drop off at Tourism Red Deer
Offering Frontline staff firsthand training on some of Red Deer and Red Deer County’s best things to see & do.
June 7th & 8th offer 2 dates to attend the City of Red Deer tour and June 9th offers a 1 day only Red Deer
County tour. Limited seating available, please register early to reserve your spot. See pg.10 for further details.
TO REGISTER:
Contact Tourism Red Deer 403.346.0180 or online at visitreddeer.com/industry
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TOURISM RED DEER CONTACTS
LIZ TAYLOR
EXECUTIVE DIRECTOR
T: 403-346-0180 ext. 5
E: [email protected]
CINDY COUBROUGH
DIRECTOR OF OPERATIONS
T: 403-346 -0180 ext. 6
E: [email protected]
VICKY LOUGHLIN (Leave Jan 2016 – Jan 2017)
MARKETING MANAGER
T: 403-346-0180 ext. 3
E: [email protected]
SUSAN STEEN-TURKINGTON
VISITOR EXPERIENCE MANAGER
T: 403-346-0180 ext. 2
E: [email protected]
VISITREDDEER.COM