2021 À LA CARTE MARKETING OPTIONS - South Dakota ...
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2021 À LA CARTE MARKETING OPTIONS
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Every year, we invite visitors from across the
country and around the world to experience the
Great Faces and Great Places of South Dakota.
In order to attract more guests to our communities
and businesses, we’ve created a cooperative marketing
program using an individualized approach. This approach
leverages our efforts, making opportunities available
for all, across a multitude of channels. The following
pages provide an overview of the cooperative marketing
channels that will allow you to enhance your current
marketing efforts.
For any offerings you register for, an invoice will be sent
to you from the advertising agency of record, Lawrence &
Schiller. Payment is not due at the time of registration.
CONTACT
Ashley Worth
Co-op Marketing Manager
Ashley.Worth@travelsouthdakota.com
605-773-3301
Mike Gussiaas
Global Marketing & Brand Strategy Director
Mike.Gussiaas@travelsouthdakota.com
605-773-3301
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À LA CARTE
Communities and businesses alike can bolster their targeting through South Dakota Department of Tourism
current marketing efforts by choosing from the following partnerships, as well as creative concepts and production
advertising elements. Consider your community’s or paid for by the South Dakota Department of Tourism.
business’ marketing budget and goals, then select the
channels which best address your needs. Read more about the À La Carte program and
channels in the following pages and register for
In addition to your selections, you’ll gain access to programs online at SDVisit.com/coop.
media partners, advanced technology and audience
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Great Getaways Direct Mail Co-op Direct Mail Standard Piece
$1,000 $10,000
Primary Audience Timing Primary Audience Quantity
All Audiences Spring 2021 Choice of one 30,000-35,000
Markets Quantity Markets Est. Impressions
MN, ND, NE, IA & CO Approx. 70,000-110,000 Choice of one 40,250
Available Spots Est. Impressions Available Spots Registration/Asset Deadline
50 230,000 Peak: 2 Three months prior
Unit Registration Shoulder: 1 to in-home date
Direct mail placement January 22, 2021 Unit Assets Needed
DIRECT MAIL
(design TBD) and Asset Deadline 4 panel roll-fold TBD
feature on custom February 1, 2021
TravelSouthDakota.com
Assets Needed
landing page
Through the use of targeted lists, direct mail pieces 60 words, photo, contact info
effectively reach target audiences in their home.
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Magazine Co-op
$2,850
Partners receive Timing
Reader Service Leads May 2021
for six months. Circulation
Primary Audience Parents: 204,900
Families or Wanderers Real Simple: 222,600
Publications Est. Impressions
Parents or Real Simple 299,788
Markets Registration
IL, CO, IA, MN, NE, ND, January 22, 2021
SD, WI & KS
MAGAZINE CO-OPS
Asset Deadline
Available Spots February 1, 2021
8 per publication
Assets Needed
Allows partners to gain exposure in national publications with Unit 100 words, photo, contact info
preference given to partners on a first come, first served basis. Includes print
placement and digital
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Digital Billboard and Amplification Digital Audio Sponsorship
$2,500 $3,000
Primary Audience Unit Primary Audience Timing
All Audiences :08 digital billboard rotation All Audiences June
Markets between 6 partners and mobile Markets Placement
Minneapolis, display banners Choice of two Pandora, SoundCloud and
Denver, Omaha Timing Available Spots Podcast Inventory
Available Spots June 4 Registration/Asset Deadline
6 Est. Impressions Est. Impressions April 1, 2021
OUTDOOR & RADIO Locations 1,400,061 583,333 Assets Needed
TBD, 3-5 in each market Registration/Asset Deadline Unit Photo, logo, URL, contact info
April 1, 2021 :30 Audio Spot and
Make the most of your ad spend while getting maximum Assets Needed Digital Banner
exposure with these highly effective, high-impact channels. Photo, logo, URL, contact info
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South Dakota Expedia Package Native Article
$3,500 $3,500
Make planning easy and attract more guests by having a Grab the attention of your target audience with content
presence on one of the world’s most popular travel websites. specific to their interests. Create one custom long-form
Potential visitors will see your destination description, details article for paid native placement on TravelSouthDakota.com.
and imagery, allowing you to stay top-of-mind with a presence Additionally, paid promotion of your article across the internet
on South Dakota Tourism’s Expedia page. includes a headline, description and link leading to your
website and sponsored content.
Primary Audience Timing
All audiences using 4 Months (April – July) Primary Audience Est. Impressions
Expedia.com Est. Impressions Choice of one 136,364
DIGITAL, SOCIAL
Markets 486,111 Markets Registration/Asset Deadline
National Registration/Asset Deadline Choice of Two April 1, 2021
Available Spots February 15, 2021 Available Spots Assets Needed
& CONTENT MARKETING 6
Unit
Feature on South Dakota
Assets Needed
50 words, photo, logo, URL
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Timing
June
Content ideas, photos, URL
Fresh digital content, social placements and content production will Custom Expedia Page
help connect your digital message to specific target audiences.
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ADARA Travel Prospecting Display Facebook & Instagram Instant Experience Unit Group Tours Digital Sponsorship
$2,500 $3,000 $2,000
Get in front of audiences who have high travel intent to South Dakota through South Dakota Tourism’s partnership Feature your community on social platforms with this mobile To allow for flexibility in today’s changing landscape, the
with ADARA. Display banners are served to audiences who are actively searching to book hotels/flights on hotel unit to capture users’ attention with high-impact visuals. Group Tours option is digital this year rather than a print
and airline websites, online travel agencies (OTAs) and other travel websites. At the end of the campaign, you will placement. This new digital option allows partners to target
receive hotel and airline booking data that occurred as a result of the campaign. Primary Audience Timing Group Tour Operators through programmatic placement
All Audiences 2 Months (June – July) using interest-based targeting.
Primary Audience Timing
Markets Est. Impressions
All Audiences 4 Months (May – August) Primary Audience Timing
Choice of two 595,238
Markets Est. Impressions Group Tour Operators Unit runs during the
Available Spots Registration/Asset Deadline
National 641,026 Markets following 4 months:
6 April 1, 2021
Available Spots Registration/Asset Deadline Regional Sept – Oct 2021, Jan – Feb 2022
Unit Assets Needed
6 March 1, 2021 Available Spots Registration/Asset Deadline
Instant Experience ad on Photos, logo, URL, contact info
Unit Assets Needed 6 July 1, 2021
Facebook and Instagram
Standard display banners on Photos, logo, URL, contact info Unit Assets Needed
OTAs, car rental sites, hotel Standard desktop display Photo, logo, URL, contact info
sites and airline sites banners & native article
*Attributed bookings will not reflect all bookings that may occur as a result of media based on ADARA’s data partnerships. ADARA has approximately 50% visibility into
14 SD hotel inventory and 44% visibility into SD flight bookings. Reach out to confirm if we will be able to attribute bookings to your property or community of interest.
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Custom Dedicated Email Travelsmart Email Partner Spotlight Hunting Email Partner Spotlight
$2,500 $500/ad $500/ad
Get your own dedicated email sent to your choice of Secure a dedicated section in the South Dakota Reach hunters and outdoor enthusiasts with
primary audience, based on the South Dakota Department Department of Tourism’s Travelsmart email. this email blast.
of Tourism’s email database.
Primary Audience Avg. Click Rate Primary Audience Avg. Click to Primary Audience Avg. Click to
Choice of Road Trip, Outdoor 6% Travelsmart email Open Rate Outdoors Open Rate
Adventure, National & State Avg. Click to subscribers 16% Markets 19%
Parks, Family Fun, Culture
EMAIL
Open Rate Markets Avg. Unique Opens National Opens
& History, Monuments & 7.5% National Approx. 75,000 per send 4,000-5,000
Available Spots
Memorials, and Camping. Registration
Avg. Unique Opens Available Spots Registration/Asset Deadline Peak: 6
MARKETING Markets
National
Available Spots
61,500
Registration/Asset Deadline
3 months prior to
48 (4 per month)
Avg. List Size
697,956
2 months prior to
email deployment
Assets Needed
Shoulder: 6
Avg. List Size
45,000
January 22, 2021
Asset Deadline
February 1, 2021
Reach relevant audiences with featured email options 36 (3 per month) email deployment 50 words, photo, URL Assets Needed
Avg. Open Rate Avg. Open Rate
utilizing South Dakota Tourism’s highly targeted email lists. Avg. List Size Assets Needed 50 words, photo, URL
17% 20%
250,000 Photo, CTA and 2-3 sentences Click Rate
For email reporting, South Dakota Tourism Avg. Open Rate of copy for four content 3%
will provide email stats after each send. 23% sections OR ideas for content.
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