HomeMy WebLinkAboutWEW.Attachment E. 2011.2112 Advertising.PRWEW /CSE 2012 Application
ATTACHMENT E - 2011/2012 Marketing/Advertising Plan
2011 & 2012 Women's Empowerment Workshop Marketing / Advertising Plan
CompanyAd PurchaseImpressionsTarget Audience
Bella Sparks MagazineWe have a targeted, educated and affl uent readership
5 Eblasts: actively shopping for high integrity products and services to
10,000 people on email list 50,000 support their holistic and sustainable lifestyles. Our
readers are working to improve themselves and our planet.
Rectangle Web ad: for 30 days)5,000 Our comprehensive, well-researched articles are important
to our readers. We are the area’s premier resource for those
Calendar Listing (Print and online
magazine): 5,000 seeking a healthier lifestyle.
Total60,000
CompanyAd Purchase Target Audience
Natural AwakeningsNatural Awakenings demographics: 78% Female
Ad package – 3 months Over 51% have a household income of over 50K
3 ads plus full-page article; calendar listing 72% are between the ages of 25-54
3 email newsletters @ 1800 ppl each5,400
80% purchase products or services from ads seen in Natural
Awakenings
60,000 distributed X 2.5 pass-along 150,000
Natural Awakenings magazine rated higher over TV, radio,
internet and other print publications as the #1 source for health-
Total TRUE155,400 750 distribution points in 9 front Range Counties
CompanyAd PurchaseTarget Audience
Nexus
5 Eblasts: 5 blasts 2,500 on email list 12,500 75% - 80% are women, aged 32-65. A high
percentage of these people are well educated, they
shop in health food stores, and they seek help from
Web banner guaranteed prime placement5,000 alternative health practitioners
Online Classified: One time 1,000
#REF!Total 18,500
CompanyAd PurchaseTarget Audience
Horse Connection1/2 page ad in Summer issue20,000
Affluent horse-owners and showers; dressage, hunter-jumpers,
polo
1/4 page ad in Fall issue 20,000 Avg income over $200,000
E newsletter10,000 National distribution through national horse show circuits;
Total 50,000
CompanyAd PurchaseTarget Audience
Women's Adventure MagazineWomen and girls, age 12 and over
Web banner on home page51,000 involved in outdoor activites, interests,
Web banner on Events pageand sports. Affluent, travelers, and well-
Two eblasts w/ WAM special50,000 educated
Event description on Events page
Total101,000
CompanyAd Purchase Target Audience
Newspaper Advertising
Vail Daily 2 full page ads July 3, 4 26,000
*Over the course of a week, the Vail Daily reaches 92% of locals
& 2nd homeowners and 68% of visitors
Aspen Daily2 full page ads July 3, 4 25,600 *Approximate readership of 36,000 readers per day
Vail Daily Two week ad package
*The Vail Daily is delivered to many occupied condo units and
hotel rooms every morning. A number of lodging properties
also place the paper near the elevator on each floor of their
lodging property.
August 25, short wrap 13,500
*Demographics: skewed to high-end income and highly
educated
August 26, short wrap 13,700
August 27, quarter page12,000
August 29, quarter page 12,100
September 3, half page 12,400
September 4, quarter page 12,670
September 9, quarter page 12,490
September 16, eighth page 12,800
September 23, quarter page 12,000
153,160
Denver PostInclusion in 4 ads through Vail.com2,780,000
Total 3,098,420
TOTAL Grand Total3,483,320 3,483,320
Promotional EventLocationDatesType of ExposureImpact
Teva Games ExpoVailJune 3-5, 2011booth for 3 days40,000 attendees
International Women's DayDenver, COMarch 8-9,2011networking/booth600 attendees
Empowering Possibilities ExpoBroomfield, COJune 11-12, 2011networking/booth250 attendees
Cultivating Women's LeadershipOcamora, NMJune 21-24, 2011 networking25 women leaders from 7 states
The Experience Pros Show - KLZ RadioDenver, COJuly 18, 201120 min. radio interview32,000 listeners in Metro-Denver area
KUNM Radio Albuquerque, NMAug. 13, 201160 min. interviewListeners throughout Albequerque and Santa Fe region
TV 8 & Outside TelevisionVail, CO Sept. 8, 2011Two 4 1/2 minute interviews12,000 viewers
HSMAI TradeshowVail, COJune 6, 2011booth 350 attendees
HSMAI MixersVail, COJan. - Sept., 2011networking150 totals
Vail Valley Business WomenVail, COJan. - Julymonthly networking600 total
Educational Programs
Healing Through Horses WebinarInternetMay 4, 2011public offering30 listeners; posted on WEW website; 2 pre-event e-blasts to 10,000
Cellular-Wisdom Webinar InternetJune 8, 2011public offering27 listeners; posted on WEW website; 2 pre-event e-blasts to 5,750
River as Life's Journey WebinarInternetJuly 30, 2011public offering26 listeners; posted on WEW website; 2 pre-event eblasts to 5,750
REI Boulder; Nature as HealerBoulder, CO Aug. 3, 2011public presentation32 women plus pre/post in-store and e-newsletter promotion through REI
Heart/Nature Connection WebinarInternetAug. 11, 2011public offering29 listeners; posted on WEW website; 2 pre-event eblasts to 5,750
Keeping Your Focus WebinarInternetSept. 28, 2011WEW participants only15 listeners; posted privately for WEW participants
Mind and Heart WebinarInternetOct. 13, 2011WEW participants only17 listeners; posted privately for WEW participants
2011/2012 (proposed) Women's Empowerment Workshop Public Relations, Promotions and Education
Direct Promotional EblastsInternetJan. - Sept., 2011internet
25 total eblasts; Ave. 5,750 qualified recipients per blast;
143,750 total
www.vail.comvanity page on websiteMay - Oct. 684,382 visitors
www.vail.whattodo.infosite within What To Do siteMay - Oct. 200,000 visitors (approx.)
WEW FaceBook Page
WEW You Tube
Linked In Page
Website Analyticswomenempower.usJune-Sept., 2011unique visitors5,642 *started tracking mid June
Website Analyticswomenempower.usJune 14-Sept.30, 2011referring sites
254 referring sites. Top site referals: facebook.com,
google/organic, yahoo/organic, vail.com, rei.com,
soulofmoney.org, timberlinetours.com,
womensadventuremagazine.com, twitter.com, realvail.com,
vaildaily.com, nexuspub.com, linkedin.com, cellular-
wisdom.com, bellasparkmagazine.com, 1heartbeat.biz,
bookwormofedwards.com, healingpath.com,
milehighnaturalawakenings.com, vail.whattodo.info,
fouryearsgo.org, etc.
WEW COMMUNITY GIVE-BACK POLICY
2011 / 2012 (proposed) Women's Empowerment Internet and Social Media
Women's Empowerment Workshop will offer 8 select environmental and woman-oriented non-profit organizations an opportunity to collaborate in a give-back promotion. For every full-price
participant registered through the non-profit, WEW will return 25% of the fee back to the organization. This will be offered to 3 local, 3 regional, and 1 national non-profit.
32 women plus pre/post in-store and e-newsletter promotion through REI