GannettLocal Sales Presentation For Atlantic City All Rights Reserved
The GannettLocal Team
Joshua Crafter Media Strategist
Cheng-en “Candy” Lee Research and Analyst
Li Tang Media Analyst
Nancy Weickhardt Lead Creative
• What We Do • What Atlantic City Needs • How We Can Address Those Needs • Product Competition • Medium Competition • Target Market • Media Plan • Q&A
GannettLocal for Atlantic City
Casinos on the Northeast
Competition
Las Vegas
How Can Atlantic City Use Advertising To Distinguish Themselves From Competition?
Why Digital?
Where consumers are directed to
Why Digital?
2007 2010
Consumers spending more time online
Why Digital? Segmented consumers
I tend to trust the information on websites that I have heard a lot about.
I am doing more of my shopping on the Internet than before.
When I need information the first place I look is the Internet.
The Internet has changed the way I shop for products/services.
The Internet has changed the way I get information about product/services. Targeted
segment
Why Digital?
Spend high number of hours on personal computer at work
Use the internet to search information for airline/car/hotel reservation
Use computer for travel planning purpose at work
Target segment is MORE likely to ... than average
Gather information for shopping in general
Why GannettLocal?
“Target. Engage. Convert.”
GannettLocal, a Gannett Company
Why GannettLocal?
SEO
Paid Media
Social Media
Retargeting
Mobile
Email Web Dev
Maps/Rep Video
Why GannettLocal? GannettLocal is
— Brad Robertson Publisher of Vermont's Burlington Free Press
“a high-touch marketing consultation and a suite of multi-platform solutions …... delivered by a team of dedicated experts over the phone.”
Couples, Ages 21-35, without children, Annual household income of more than 75k, Tri-States and Northeast States
Target Audience
• More likely than average to visit to casinos, museums, shows, theaters, beaches, concerts, comedy clubs, and/or theme parks
• Use online travel services for airplane tickets, hotel reservations and/or car rentals
• Actively seeks information on movies, news, weather, and real estate listings online
Target Demographic
Our target geographic area is:
• Close to Atlantic City
• Wealthier than average
• More likely to check in on Facebook
Jesse and Caitlin, newly married Caitlin celebrated her 27th birthday in Atlantic City
Target Persona
• Increase Atlantic City’s presence and interactivity on the Facebook, Twitter, Google + and Pinterest social media networks
• Reach our target audience via advertising on the Facebook social media network
• Revamp Atlantic City’s presence on search engines by virtue of SEO
• Reach our target audience via advertising through Google’s Adwords platform
• Specialized targeting and retargeting
What We’ll Do For You
• Advertise evenly on Facebook and Google AdWords • Clicks Not Impressions • Instantly visible • Real time analytics • Change advertisements if they aren’t working • “22% of PPC campaigns achieve returns in excess
of 500%.”
Paid Media
• March 1st, 2013 – February 28th, 2014 • $0.90 Cost Per Click • 2.3 Million Demographic • Promote the Atlantic City Facebook Page
o On-Page Advertisements o Sponsored Stories o 2012 Nature International Weekly Journal of Science
Facebook Advertising
Sample Sponsored Story
Facebook Advertisements
Facebook Advertisements
Facebook Advertisements
• Most “relevant” entries pop up first o Most searched o Most linked to o Proximity to words searched
• Lower ranking = few clicks • Evaluate AtlanticCityNJ • 90% of “U.S. internet users (aged 14+) will browse or
research products online in 2012” — Hubspot
Search Engine Optimization
• March 1st, 2013 – February 28th, 2014 • $0.71 Cost Per Click • 4 Advertisement Focus
o DO Atlantic City o Shopping and Commerce Options o Entertainment Options o Vacation Options
Google AdWords
• Casino • Resort • Hotel • Boardwalk • Entertainment/New Jersey Entertainment • Concerts/New Jersey Concerts • Vacation Deals • Shopping • Beach • Boardwalk Empire
Google AdWord Keywords
Sample Google Advertisements
Google AdWords
Retargeting, in it's most simple terms, is an advertisement that follows you like Casper. Everywhere you go, you see it. A website you visit, in this case, Atlantic City, will drop a cookie into your browser or on your computer.
Google then picks up that cookie, recognizes the cookie from Atlantic City, and then shows you an advertisement for Atlantic City
Retargeting
Three options
Social Media Outreach
9 out of 10 internet users visit a social networking site at least once per month — comScore, 2011
GannettLocal Facebook/G+ Posts
Twitter/Pinterest Posts
Cost Per Month
MySpace Level 15 30 $899
Twitter Level 22 45 $1999
Facebook Level 30 70 $3999
Roughly 330,000 Advertisement Clicks
Click Through Goal
Three Options
Cost Per Click Budget
GannettLocal Clicks Estimated CPC Budget
MySpace Level 50,000 $48,100
Twitter Level 200,000 $185,000
Facebook Level 330,000 $310,000
The Campaign That Works Best For You
Total Cost
GannettLocal Estimated Total Cost
MySpace Level $100,000.00
Twitter Level $275,000.00
Facebook Level $500,000.00
Added Value
Added Value
• GannettLocal is a digital marketing agency for a changing world
• Atlantic City needs greater awareness among affluent Millennials and young, affluent Generation Xers
• That target demographic is online, and we know how to reach them
• Atlantic City’s competition is more or less Las Vegas, regional shopping and entertainment hubs, and independent casinos
• GannettLocal’s competition is traditional media
GannettLocal
• Our target market is young, affluent, in a long-term relationship, enjoys social activities, and lives in the Northeast
• Our Media Plan includes Facebook and Google advertising, social media outreach, SEO, and retargeting
GannettLocal for Atlantic City
Questions?
GannettLocal for Atlantic City
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