Prince William County/Manassas Convention & Visitors Bureau 2007-2008 Cooperative Advertising Plan “Alone we can do so little; together we can do so much.” ~ Helen Keller Dear Prince William County/Manassas Tourism Partner, The Convention & Visitors Bureau is pleased to present our 2007-2008 Cooperative Advertising Plan. We reviewed participation in last year’s co-op ads and the publications that were utilized. We tailored this year’s plan to maximize on the most used mediums. We also added something new this year: online advertising. Increasingly, consumers research travel plans on the web. According to Travel Industry of America, approximately 101 million travelers are already on the Internet, and a majority of them (78%) are looking at a variety of online resources when researching, planning and booking trips. We welcome suggestions and recommendations for our co-op advertising. Please contact me if you are interested in advertising in a publication that will attract visitors to Prince William County and I will disseminate the information to our tourism partners. We are looking forward to another successful cooperative program. Thank you to all who participated last year. We look forward to a busy tourism season for 2008. If you have any questions, please feel free to contact Esther M. Turner at (703) 396-7130 ext. 18 or firstname.lastname@example.org. Best, Esther M. Turner Tourism Marketing Manager Prince William County/Manassas CVB The Prince William County/Manassas Convention and Visitors Bureau (CVB) is the destination marketing organization for Prince William County and Manassas. Through targeted marketing efforts the CVB promotes the region to potential visitors, tour groups, and media representatives for the purposes of increasing tourism and economic growth. The CVB is an independent, not for-profit organization funded by Prince William County. Cooperative: Owned collectively by members who share in its benefits. This partnership program is designed to help your advertising dollars reach more people and places and to generate an overall awareness and business for your attraction/property and Prince William County/Manassas, Virginia. When several businesses partner on an ad, they have a larger ad space in prominent publications. This allows you to reach more people than if each business advertised independently. How the Co-op works The co-op advertising program is a tool used by the CVB to allow our tourism partners in the community to advertise together and promote the diversity that the county offers. Funds have been allotted by the Board of County Supervisors of Prince William County that allows the CVB to subsidize 50% of each co-op ad. Participating in the Co-op Participating in the Co-op Please review the following advertising opportunities contained in this packet. I will send information prior to the reservation date for each co-op for you to sign up. If you already know which opportunities you would like to participate in, please email or fax me the publication and dates found on the sign up form on the last page. Send all information to: Esther M. Turner Tourism Marketing Manager Prince William County/Manassas CVB 8609 Sudley Road, Suite 105 Manassas, VA 20110 703.396.7160 fax email@example.com Ad Costs and Requirements Ad costs vary depending upon how many partners are participating in the ad. The CVB reserves the right to adjust the overall ad space to a smaller or larger size, adjust the rate to accommodate fewer partners or cancel the ad. At least two partners are required to make a co-op work. One partner cannot dominate more than 75% of the ad space. Limits on Ad Space Prince William County and the City of Manassas Park The maximum amount that may be invested by each partner at the subsidized rate is $15,000 per partner annually. The partner still may choose to participate in the co-op program at the point this amount is achieved, but at the unsubsidized rate. The City of Manassas The maximum amount that may be invested by each partner at the subsidized rate is $2,500 per partner annually for all businesses within the city combined. The partner still may choose to participate in the co-op program, but at an unsubsidized rate. – Subsidized Rate: The total cost to each partner for its share of a co-op ad. The subsidized rate is a price that has already been discounted and then further subsidized by 50% for a savings of more than half. – Unsubsidized Rate: The total cost to each partner for its share of the co-op ad. The unsubsidized rate is a price that has already been discounted for but is NOT subsidized by the CVB by 50%. It is usually only applicable if the maximum annual advertising investment already has been met. Inquiry Fulfillment Inquiry Fulfillment Following the Ad The CVB will handle the mailing of information (fulfillment) following inquiries from potential visitors who request more information about the tourism partners featured in the ad. This is at no additional cost to you. Please provide the CVB with rack cards, brochures or relevant materials prior to the date the ad is scheduled to run. If you do not have printed collateral, please let us know as soon as possible and we will help you prepare a promotional piece. All participants may receive the inquiries that generate leads. Payment The Convention & Visitors Bureau will invoice you after the run date of your ad(s) or when we are invoiced from the publication. Payment is due within 30 days. Make checks payable to: Prince William County/Manassas Convention & Visitors Bureau. Art Work If you do not have a graphic designer to layout your ad, the CVB can design the ad for you at no additional cost. Send us your 300 DPI JPEG or TIF photos with the text and we will design your ad. Newspapers The Washington Post Co-op Insertion Dates: October 7, 2007, May 22, 2008, June 5, 2008, July 12, 2008 & September 25, 2008 The Washington Post is the best- selling daily newspaper in the DC Circulation: 783,933 Metropolitan area. Special tabloid sections like the Weekend, Demographics: Educated, Affluent (49% of Washington’s adults published on Fridays, and the are in $75k + income households -79% above U.S. average.), Express, a free daily paper Ranks #1 among top 10 DMAs in proportion of 40-59 boomers. provide a way to reach the weekend market for things to do. Highlights: Reach local and regional metro market. The Winchester Star Co-op Insertion Dates: June 6, 2008, July 25, 2008, & September 26, 2008 Reach your Blue Ridge neighbors in The Winchester Circulation: 22,500 M-F, 26,800 Sat (no Sunday paper) Star. The Star is the main daily paper covering the City of Demographics: Main newspaper covering the City of Winchester, Winchester and the surrounding counties of Frederick and Clarke and serves portions of Shenandoah, areas. Warren Counties and nearby West Virginia. Highlights: Reach regional market for day trippers. Newspapers The Baltimore Sun Co-op Insertion Dates: March 23, 2008 Baltimoreans consistently rank Circulation: 273,976 in Prince William County’s top 10 feeder markets for visitors Demographics: Reaches 1.1 million adults in the Baltimore to our area. Reach this Designated Marketing area. In the past year, 25% of Baltimore audience in The Sun’s special adults took 3-4 domestic personal/vacation trips. sections, “Visit Virginia”. Highlights: “Visit Virginia” showcases the best things to see and do in Virginia. The New York Daily News Co-op Insertion Dates: April 23, 2008 The number one daily in New Circulation: 800,000 York’s 29-county market. The New York Daily News publishes Demographics: Covers 29 counties including all of New York a Travel Virginia Magazine every City (5 boroughs), Long Island, NJ, Westchester County, year. The Virginia Travel Rockland, Dutchess, Putnam, Orange, Sullivan, Ulster, Fairfield Magazine also includes a County, CT and Pike County, PA. #1 ages 35-54, #1 $75-$100k, sweepstakes and reader more than 340,000 readers traveled to Virginia in past year. response. Highlights: Virginia specific, lead generator for partners. Magazines Co-op Insertion Dates: 2008 2008 VA Golf Guide Circulation: 175,000 The Virginia Tourism Corporation’s Golf Guide, Demographics: Distributed at consumer golf published annually, serves as the shows in Philadelphia, Pittsburgh, Rochester, VTC’s primary fulfillment piece Toronto and other northeastern cities, all key for consumers who want markets in Virginia. Also distributed at Virginia comprehensive info on Virginia’s highway welcome centers. outstanding golf product. Highlights: The guide will be polybagged with the March issue of GolfStyles magazines in Ohio, New Jersey and metropolitan Philadelphia. AAA World Co-op Insertion Dates: 2008 AAA World is the membership Circulation: 1,041,000 Philly/NJ region publication for AAA Mid-Atlantic. In 2005 over 970,000 of AAA Demographics: 86% of AAA members have world’s 2.1 million households taken a trip more than 100 miles away from home visited Virginia. in the past 12 months. Readership: 56% female, HHI $90k, 46% travel with children. Highlights: Lead generator for partners Magazines Northern Virginia Co-op Insertion Dates: June/July 2008 Circulation: 46,000 (30,000 residents in Northern Virginia, Regional magazine that delivers news and views of Northern Virginian 11,000 newsstands & retailers, 5,000 medical offices, spas & communities. Covers great places to salons, restaurants and cafés) shop, dine, exercise and play along Demographics: Average household income $200k+, 88% with a steady diet of profiles and features. homeowners, 150,000 total readership Highlights: June/July 2008 issue will feature “The Best of Northern Virginia” Online Philly.com Co-op Insertion Dates: November 5-18, 2007; January 14-28, 2008, May 19-June 1, 2008 Philadelphia, PA is always in Prince Circulation: 145,000 impressions (a single view of a page William County’s top 10 feeder markets. They rank fourth in the or banner ad by a visitor.) nation in population, households, and Demographics: 1.7 million unique monthly visitors effective buying income. Skyscraper ads are a cost effective way to reach Highlights: Internet advertising has excellent measurable the Philadelphia market. Animated skyscrapers allow multiple partners results. 72% of consumers look online to book their travel. prominent ad space. Skyscraper ad will click thru to visitpwc.com. Co-op Insertion Dates: November 2007; Baltimoresun.com January 2008, May 2008 Baltimoresun.com is the number one Circulation: 50,000 impressions (impressions = a single local online source for news and view of a page or banner ad by a visitor.) information in Maryland.* 44% of baltimoresun.com users who visited Demographics: 2+ million unique users per month. Virginia in the past year, are families with children. Highlights: Internet advertising has excellent measurable results. 72% of consumers look online to book their travel. *Nielsen/NetRatings Skyscraper ad will click thru to visitpwc.com. Prince William County/Manassas Convention & Visitors Bureau 2007-2008 Cooperative Advertising Plan Space & Material Due Dates Total Ad CVB Sign Publication Special Section Issue Date Space Due Material Due Cost Pays Up Newspapers* X The Washington Post Museums & Galleries 7-Oct-07 Mon, Sept 17, 2007 Fri, Sept 21, 2007 7,411.32 3,705.66 The Washington Post Express - Weekend Pass 22-May-08 Mon, May 12, 2008 Wed, May 14, 2008 1,330.72 665.36 The Washington Post Express - Weekend Pass 5-Jun-08 Mon, May 26, 2008 Wed, May 28, 2008 1,330.72 665.36 The Washington Post Express - Weekend Pass 12-Jul-08 Mon, July 7, 2008 Wed, July 9, 2008 1,330.72 665.36 The Washington Post Express - Weekend Pass 25-Sep-08 Mon, Sept 15, 2008 Wed, Sept 17, 2008 1,330.72 665.36 The Winchester Star Friday Main News 9-May-07 Wed, April 30, 2008 Fri, May 2, 2008 1,044.75 522.38 The Winchester Star Friday Main News 6-Jun-08 Wed, May 28, 2008 Fri, May 30, 2008 1,044.75 522.38 The Winchester Star Friday Main News 25-Jul-08 Wed, July 16, 2008 Fri, July 18, 2008 1,044.75 522.38 The Winchester Star Friday Main News 26-Sep-08 Wed, Sept 17, 2008 Fri, Sept 19, 2008 1,044.75 522.38 The Baltimore Sun Visit Virginia 23-Mar-08 Tues, March 11, 2008 Wed, March 12, 2008 6,410.04 3,205.02 The New York Daily News Travel Virginia 23-Apr-08 Tues, March 3, 2008 Thurs, March 6, 2008 4,590.00 2,295.00 Magazines 2008 Virginia Golf Guide 2008 Fri, Oct 5, 2007 Wed, Oct 24, 2007 11,117.50 5,557.75 AAA World March/April 2008 Tues, Jan 15, 2008 Fri, Jan 18, 2008 9,700.00 4,850.00 AAA World May/June 2008 9,700.00 4,850.00 Northern Virginia Best of Northern VA June/July 2008 Tues, April 15, 2008 Fri, April 18, 2008 5,100.00 2,555.00 Online Philly.com Skyscraper Ad Nov 5-18, 2007 Tues, Oct 23, 2007 Thurs, Oct 25, 2007 2,000.00 1,000.00 Jan 14-28, 2008 Tues, Jan 2, 2008 Thurs, Jan 4, 2008 2,000.00 1,000.00 May 19-June 1, 2008 Tues, May 5, 2008 Thurs, May 8, 2008 2,000.00 1,000.00 Baltimoresun.com Cube Ad Nov-08 Tues, Oct 16, 2007 Thurs, Oct 18, 2007 1,000.00 500.00 Jan-08 Tues, Dec 18, 2007 Thurs, Dec 20, 2007 1,000.00 500.00 May-08 Tues, April 15, 2008 Thurs, April 17, 2008 1,000.00 500.00 *2008 newspaper rates are estimated with a 5% increase over 2007. For ad sizes and costs see second spreadsheet. Place an X in the last column for your ad selection and fax it back to Esther Turner 703.396.7160, mail it or email your ad selection to firstname.lastname@example.org. Your Contact Information: Company Name Name Signature Address Street Email Date Address City, Zip Telephone Prince William County/Manassas Convention & Visitors Bureau 2007-2008 Cooperative Advertising Plan Partner Ad Costs & Material Specifications Partner Ad Minimum Publication Special Section Total Ad Size Color Partner Ad Size Cost Partners Newspapers* The Washington Post Museums & Galleries 3c x 7" (5.96"x7") Black & White 1/4 page (2.5"x2.75") $926.41 4 Black & White 1/2 page (5.25"x2.75") $1,852.83 Express - Weekend The Washington Post Pass 3c x 7" (5.96"x7") Four Color 1/4 page (2.5"x3.25") $221.79 3 The Winchester Star Friday Main News 3c x 7" (5.75"x7") Four Color 1/4 page (2"x3.25") $174.13 3 The Baltimore Sun Visit Virginia 3c x 7" (5.75"x7") Black & White 1/4 page (2"x3.25") $1,068.34 3 25 words, address, 1/4 pg (4 5/8"x 4 website, one horizontal The New York Daily News Travel Virginia 5/8") Four Color photo $573.75 4 Magazines 2008 Virginia Golf Guide 2008 Four Color 1/6 page (2.25"x4.5") $694.84 8 1/4 page (4.65"x4.5") $1,389.68 1/2 page (7"x4.5") $2,084.52 AAA World Full Page Four Color 1/6 page (2"x4.3") $970.00 5 Northern Virginia Best of Northern Virginia Full Page Four Color 1/6 page (2.25"x4.5") $511.00 5 1/4 page (4.65"x4.5") $1,022.00 1/2 page (7"x4.5") $1,533.00 Online Philly.com Skyscraper Ad 160x600 pixels Four Color 160x600 pixels $500.00 2 Baltimoresun.com Cube Ad 300x250 pixels Four Color 300x250 pixels $250.00 2 *2008 newspaper rates are estimated with a 5% increase over 2007.
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