| PARTNERS AND SPONSORS |
Disneyland
A promotional marketing client since 1999
Fall/Winter 2002 Co-Op Campaign |
  |
|
Challenges:
Leverage a marketing budget by a multiple of 10 to fund campaign to reach desired prospect groups
Launch promotion of a new ride at Disneyland during a traditionally slow travel period
Speak to two very different specific target audiences during the campaign --- families with children 4 & under, and childless couples/empty nesters
Capture the attention of drive markets throughout the Western United States
Package the experience into an entertaining, accessible travel break with a call to action to travel immediately |
Solutions:
Developed a three month multi-media partnership campaign that included on-line and print media
Targeted the two key audiences through demographic distribution of newspaper inserts
Dropped inserts in major metro markets throughout the Western Region in two waves to coincide with Disneyland's promotional schedule
Developed an informational website featuring Disneyland and its partners
Arranged alliances with key travel partners such as Southwest Airlines and Avis
Sold co-operative partnerships with area hotels, retail, transportation and affinity groups to fund campaign
Encouraged rates and offers that included a sense of immediacy |
Results:
Reached sales and revenue goals to leverage Disneyland's campaign spending thresholds
Designed, produced and distributed 1 million 8-page and 1 million 12-page 4 color newspaper inserts
Campaign ran in Seattle, Portland, San Francisco Bay Area, Sacramento, Salt Lake City, Phoenix, Las Vegas, Los Angeles and San Diego
E-mail blasts reached more than 7 million recipients through alliance with Southwest, sending a 1500% increase in bookings to participating hotels |
| . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . |
Mills Corporation
A promotional marketing client since 1998
2000 - 2001 Partnership Campaign |
  |
|
Challenges:
Locate a partner prepared to invest a significant six-figure sum into The Block at Orange for unique outdoor retail advertising display space
Design creative that maximized unusual display areas - 90' high backlit towers |
Solutions:
Identified all key and ancilliary advertising opportunities for potential partner --- advertising space, retail sales kiosks, sampling, promotional displays and direct marketing
Developed a specific presentation which presented the opportunity in the most positive light with the most competitive advantages
Identified companies with similar demographic and psychographic customer bases as The Block at Orange
Created materials that depicted the prospective partners "in situ" at The Block
Made personal contacts and presentations with prospect customers |
Results:
Located a partner - AirTouch -- within three months of commencement of search
Signed partner to multi-year contract
Designed, produced and supervised installation of all outdoor materials
Reached Mills Corporation's target income revenues for the campaign |
|
| EMPLOYEE MARKETING |
Wild Vacations in California
Co-Operative Employee Marketing since 1990
2004 Annual Campaign |
   |
|
Challenges:
Reach travel-minded prospects in the Western United States with a propensity to book vacations in California
Find new means of reaching these prospects
Create a trackable response vehicle that will measure success of campaign
Develop a valuable and versatile tool for California's hospitality industry to disseminate year-round offers and incentives
Implement a marketing campaign that maximizes effective distribution while minimizing cost per thousand |
Solutions:
Create and employee marketing travel campaign theme "Wild Vacations in California"
Develop and maintain a data base of 17,000 Benefits Directors for 100+ employee corporations throughout the Western United States
Create a marketing kit for use by these Benefits Directors to disseminate exclusive travel discounts to their employees
Print and distribute 2 million printed travel guides for use by the employees
Incent and motivate the Benefits Directors with sweepstakes, ticket giveaways, telemarketing and monthly e-newsletters to maintain top-of-mind awareness
Maintain a fresh, frequently updated web site with new offers and discounts appearing throughout the year |
Results:
Trackable redemptions reflecting anywhere from a 10:1 to 300:1 ROI
A co-op advertising group of more than seventy participants
An annual renewal rate of participating advertisers in excess of 90% per year
State-wide participation, endorsed by the California Travel and Tourism commission, and featuring the state's top attractions, theme parks and hoteliers |
| . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . |
SeaWorld
Partnership and Promotional Client since 1986
2002 Employee Marketing On-Line Launch |
  |
|
Challenges:
In 2002 SeaWorld moved its employee marketing program from printed materials to on-line. To launch this new venture, SeaWorld needed to leverage a marketing budget and convince its traditional hospitality partners that the integrity of the program would not be compromised by going to a web based promotion. |
Solutions:
Develop a strong partnership advertising sales kit that demonstrated the trends of travel research and purchase on-line
Design a robust web site with new innovative interactive features that would prolong customer time spent on the site
Build a streamlined data base that would track and measure the activities and responses of the Benefits Directors participating in the program
Write and disseminate direct marketing messages that would actively promote the participating advertisers' special offers and incentives
Conduct an on-going direct marketing campaign to the Benefits Directors to keep SeaWorld's program top-of-mind
· Create and distribute a printed Directors Guide that demonstrates the benefits of the on-line program |
Results:
Reached sales and revenue goals to meet SeaWorld's budget requirements to launch site
Built and hosted a robust Web Site for the Directors and employees which seamlessly interfaces with the parent SeaWorld site
Successfully transitioned hospitality partners from a print-based to an on-line relationship
Set the standards for Busch Entertainment Corporation Employee Marketing on-line programs nationwide |
|
| INCENTIVES AND REWARDS |
California Bank and Trust
A first-time promotional marketing client in 2002
Summer / Fall 2002 Co-Op Campaign |
Challenges:
Provide a luxurious travel discount incentive package to the bank's upmarket customers, which was only awarded based on achieving spending thresholds on debit cards
Deliver a state-wide promotion with specifically requested partners in key markets of San Francisco, San Diego, Palm Springs and Nevada
Solicit offers, giveaways and advertising dollars from partners to contribute to the costs of the campaign
Devise and supervise two multi-level sweepstakes promotions during the campaign
Deliver partners, produce creative and implement campaign in less than 60 days |
Solutions:
Identify potential partners with a similar demographic profile as California Bank and Trust's customers
Develop a presentation of the bank and its customers, its reach and the promotional contributions it would make to the campaign
Work with the bank's advertising agency to develop appropriate creative concepts that we could take through production and printing |
Results:
Developed state-wide partnership campaign with Hyatt Hotels of California representing thirty hotels throughout California and Nevada
Included retail shopping, golf, wine country, attraction and other partners
Met campaign funding goals set by Bank for contributions from partners
Developed and produced creative materials
Developed custom web pages for promotion
Supervised all facets of sweepstakes with bank's customers
Exceeded bank's forecasted customer spending thresholds for campaign period |
