COOPERATIVE ADVERTISING PROGRAM

FY18

Strategy Overview

A complete overhaul of the program will empower industry partners to leverage New Mexico True to convert trips to their destination

CONVERSION

INFLUENCE

CORE INVESTMENTAWARENESS

EMPOWEREDCO-OP

Bottom of Funnel Focus Gamechanging Program ImprovementsInclusive Approachü Participation no longer limited to partners that are able

to front 100% of investment ü 1:1 consult available to partners who want/need help

building a media plan and content/creative strategy

Comprehensive Media Menu optionsü Expanded MMP choices to meet diverse needs & budgetsü Customizable packages to reach specific targetsü Multi-season support ü Options for quality video and written word content

production (with NMTD 1:1 match)

KCA Dedicated Resources for Turn-Key Executionü Media negotiationsü Program development & industry rolloutü Shepherd creative approval processü Insertion orders and trafficking to media vendorsü Proof of placement & performance reportingü Payment of joint funds to media vendors

“Help us fill our beds, tables and attractions

so we can thrive.”

Industry Objective

Goals & Value Proposition

• Leverage NMTD funding with industry partner funds for greater media buying power of all parties involved

• Complement New Mexico True’s core, awareness building advertising investment with integrated, bottom-of-funnel plans to drive consideration and activation for cooperative partners’ destinations

• Provide media menu options to meet diverse range of partner needs and budgets

• Improve cooperative advertising creative quality and consistency with New Mexico True brand

• Enable efficient production of engaging video assets that meet brand standards

• Deliver unprecedented performance reporting to ensure NMTD and partner objectives met or exceeded

Program Architecture

Media Menu Program (MMP) Flex GrantsPrioritized Launchü Launch first to encourage integrated investments

Prioritized FundingüNo max grant per partner

(but subject to approval and available NMTD $)

Strongest Benefits to both NMTD + Partnersü Aligned to NM True plan for max consumer impactü Leverages NMTD scale and buying power for preferred rates pre-negotiated on partner’s behalfü Only 50% of plan cost required of partner upfront ü 1:1 collaborative consult to build custom media plan üInsertion orders and trafficking to media vendors handled on partner’s behalfü Proof of placement, performance reporting, and payment of media vendors handled on partner’s behalf

Sequenced Launchü Application opens AFTER MMP awards grantedü MMP applicants may also apply for Flex

Subsequent Fundingü Flex fund amount TBD post-MMP award decisionsüEstimated NMTD average grant of $5,000 per partner (for total $10,000 flex investment)

Limited Benefits to both NMTD + Partners- Investment not necessarily aligned to broader NM

True media plan- Does not leverage NMTD scale and buying power,

with negotiations handled solely by partner- Partner must front 100% of the cost (with 50%

reimbursed by NMTD once POP & reporting supplied)- Partner must handle all insertion orders and

trafficking to media vendors- Partner must handle proof of placement, performance

reporting, and 100% payment to media vendors

qContact Name

qOrganization Name & City

qTarget Markets

qCampaign Timing (Winter, Spring or both)

qMedia Preferences (print, OOH, digital, etc.)

qEstimated Funds for MMP (not including NMTD match)

qSource of Funding

qHow will you measure success (room nights, website visits, event attendance, etc.)

INTENT TO APPLY -PRE-PLANNING QUESTIONS

Collaborative Process

COMMUNICATION FLOW

PRINT DIGITAL & VIDEO OOH

Texas Monthly

Southwest Inflight

D Magazine

Outside Magazine

American Way

NM Magazine

NM True Adventure Guide

Pandora Digital Radio

Facebook / Roots Rated

StackAdapt Native DSP

Pixability Social Video

NCC TV Everywhere Video

Expedia Brands

TripAdvisor

ADARA Programmatic

OnTheSnow

NM True Television

Custom Video Creation (through Talweg approved resources)

DFW Digital Screens

DFW Digital Spectacular

Dallas Love Flight Info Screens

IAH Houston Recharge Stations

HOU Hobby Digital Network

PHX Sky Harbor SWA Terminal

Digital Directory

SAN Digital Gate & Baggage

DAL, DFW, AUS Free Wi-Fi

Lamar

Clear Channel

FY18 Media Menu Program (MMP) Vendors

New Mexico Destination Location: Southeast NMTARGET MARKETS:

• DRIVE: El Paso, Lubbock, Midland, Odessa, + Dallas

• BEHAVIORAL: Family, History & Culture

OBJECTIVES:

• Inspire long weekend, drive market getaways

• Drive consideration / activation for overnight stays

KPIs:

• Inspiration: Reach and Engagement

• Consideration / Activation: Increase YOY Bookings to local hotels and increase YOY in destination search intent.

CO-OP PROGRAM PLANNING

• Inspiration: Texas Monthly, D Magazine, Pandora Radio Premium, Roots Rated Content + FB targeting Southeast Premium + family, Stack Adapt native distribution, + Video Production

• Consideration / Activation: TripAdvisor Targeting NM Content Searches, Expedia Brands Key Destination Comp Set Targeting + Previous Destination Searches for Comp Set. ADARA NM Intenders and Retargeting off of partner site and NewMexico.org website.

Example Custom DRIVE MARKET Plan

New Mexico Destination Location: North Central NMTARGET MARKETS:

Target Markets: In-State (ABQ + Las Cruces)

• BEHAVIORAL: Family, Outdoor Enthusiast

OBJECTIVES:

• Inspire weekend getaways

• Drive consideration /activation for in-state overnight stays

KPIs:

• Inspiration: Reach and Engagement

• Consideration / Activation: Conversions

CO-OP PROGRAM PLANNING

• Inspiration: Pandora Radio In-State, NM Magazine, Roots Rated Content + FB targeting In State + family + outdoor enthusiast, Stack Adapt native distribution, OOH In State, NCC Video, Pixability Social Video Distribution

• Consideration / Activation : ADARA Geo In State

Example Custom IN-STATE Plan

KCAWrap Up Report

• Print: Proof of Run, Circulation

• Email / Newsletter: Distribution, Open Rate, Click Thru Rate, Screen Shot

• Digital Display: Screen Shots, Impression Delivery, CTR, CPC, eCPC, *Conversion Reporting where applicable, Viewability

• Content Marketing + Distribution: Articles, Article Post Screen Shots, Total Engagements, Impressions, CPE, Viewability *where applicable

• Video: CPCV, Views

• OOH: Reach, Frequency *digital, Proof of Placement (POP)

Program Measurement and Reporting

NMTD

Tracking & Impact Report

Additional performance data, such as

• Event attendance

• Partner social media performance

• Partner website performance

Timeline

WEBINAR5/18

INTENT TO APPLY 5/23

APPLICATIONS DUE 6/12

50% $ DUE 8/7(FALL/WINTER)

50% $ DUE 12/8(SPRING/SUMMER)

1:1 CONSULTS 5/24-6/7

THANK YOU!