Marketing collaterals

Page 1

SML Visitor Guide Marketing Campaign

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a member of the Laker Media Sales Team

for more information:

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DEMOGRAPHICS

Laker Magazine readers tend to be affluent adults. They are a mix of retirees and those working toward retirement. Most are married and have an empty nest. About 4 out 5 are homeowners. 2 out of 3 have lived at SML more than 10 years.

FREE SMITH MOUNTAIN LAKE GUIDE

LAKER WEEKLY

LAKER MAGAZINE & LAKER 365*

LAKER MAP

QUARTER 3.55� X 5�

1/8 page 3.55� X 2.25�

FULL PAGE 6 columns x 10� (9.889� x 20.5�)

BACK COVER

HALF HORIZ 7.27� X 5�

SIZE

RATES

3.35� X 8.4�

OPTIONS

WHITE TRIM SIZE

1 col. = 1.555�

LIVE AREA

BLUE BLEED

2 cols = 3.2221�

FULL PAGE 8.375� X 10.875�

Household income of $100,000 or more

FULL PAGE WITH BLEED 8.563� X 11.063�

.1875� BLEED

3 cols = 4.8887�

20.5�

55% female, 45% male

33% plan to move or buy another home

5 cols = 8.222�

72% are planning landscaping, lawn projects

2 01 5

MEDIA KIT Laker Magazine Laker Weekly

64% have lived in their homes more than 10 years 25% have lived in their homes more than 20 years

Bundled Rate with Laker 365

1. Mobile map only

$200

$160

2. Logo or picture on print map

$495

$450

3. Business card ad on print map

$599

$545

Add mobile map to option 2 or 3 above*

$150

$150

Business card COMBO: Biz card ad and logo on print map, plus mobile map

$825

$750

$1,925

$1,750

Full panel COMBO: Full panel ad and logo on print map, plus mobile map

9.889�

*1/8 page size available in Laker 365 only.

Before you create your PDF, please remember:

WE REQUIRE ALL ADVERTISERS TO SEND MATERIALS THAT CONFORM TO THE SPECIFICATIONS LISTED BELOW:

ƒ All fonts must be included, embedded or outlined. ƒ All photos and graphics should have a resolution of 300 dpi at 100% print size. (Low resolution images will look fuzzy or pixelated.) ƒ All bitmapped or line art should have a resolution of 600 dpi and optimally should be 1200 dpi. ƒ All spot and RGB colors (photos, graphics, type) must be converted to CMYK.

ƒ Only press-optimized CMYK PDF files are accepted and will be considered final. ƒ Packaged InDesign files are accepted with all graphics (high resolution) and fonts included. ƒ Photoshop files are accepted if flattened and at minimal resolution of 300 dpi.

DISTRIBUTION We print and distribute 40,000 copies of the print map throughout the year. They are available at the SML Visitor Center, in Laker Magazine racks, at resorts, conference centers, real estate and vacation rental offices, hotels and motels, marinas and more.

ƒ All text on full-page ads must be within the live area. ƒ All ads that have color or images running to the edge of the page (trim size) must bleed .1875.

*Will be billed at the time of ad placement (May 2015) and will stay live for the year/map cycle.

FACTS PUBLISH DATE

SIZES

April 2015

Business card ad = 3.75� wide x 2� high Full panel ad = 3.35� wide x 8.4� high

DEADLINES Ad scheduling deadline is March 9. Final ad corrections deadline is March 16.

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PRODUCT OVERVIEW

LAKER MAGAZINE

Laker Media products offer the largest reach in the Smith Mountain Lake market. All are FREE and available at business locations around the Smith Mountain Lake area, including our offices at Westlake Professional Park (behind Kroger). For a complete list, visit smithmountainlake.com/distribution.

Laker Map Laker 365 smithmountainlake.com lakerweekly.com lakermap.com

Open Rate

4 cols = 6.5553�

46% are planning remodeling/home improvement projects 32% own a vacation home or other real estate

as well as on the mobile-friendly digital map. Channel Markers Marina Locator Calendar Shopping, Dining & More!

LIVE AREA

94% attended college

Laker Map and its digital companion, lakermap.com, are handy references used not only by thousands of tourists who visit Smith Mountain Lake each year but thousands of local residents, too. Make sure your business is one of the places they patronize by standing out on the print map with a high-impact ad and logo,

BUSINESS CARD 3.75� X 2�

INSIDE FULL PANEL

[No bleed available]

HALF VERT 3.55� X 10.25�

TRIM

96% homeowners

LAKER Map

8.375�

10.875�

marketing media kit

Who will you reach in the average issue?

LAKER MAP

AD SIZES & SPECS

Laker Weekly

LAKER WEEKLY

Laker Weekly

Each issue of Laker Magazine offers readers a glimpse into the latest trends and happenings in and around Smith Mountain Lake. Designed to appeal to both locals and tourists, the full-color, glossy publication offers a wide range of topics along with detailed special sections.

LAKERp Ma

365

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Smith Mountain Lake residents and visitors read Laker Weekly each Wednesday for the latest in community news and an extensive calendar of events. With a readership of approximately 26,000, Laker Weekly has more than three times the reach of any other community newspaper in the region.

Skiers brave icy water in annual ritual Recreation | Page 8

INSIDER’S

GUIDE

09

LAKER MAGAZINE Produced six times per year, Laker Magazine is the area’s premier lifestyle publication. With stunning photography and compelling features on area people, events, homes, gardens, restaurants and more, the Laker truly captures all that residents and visitors cherish about life at the lake. Circulation: 20,000 (average) Readership: 36,200

LAKER WEEKLY Published each Wednesday, Laker Weekly is the go-to community publication for Smith Mountain Lake residents and tourists. It includes news on area people, businesses, recreation, organizations and nonprofits, real estate and more. It also includes and extensive calendar of events. Circulation: 15,000 Readership: 26,000

RATES & DISCOUNTS

RATES

Skiers brave icy water in annual ritual

13

30

50

LAKER 365 Laker 365 is a handy guide to shopping, dining, lodging and recreation at Smith Mountain Lake. Organized by category, the publication is essential for SML residents and tourists looking for a comprehensive guide to all the area has to offer. Coupons, a map, calendar of events and newcomer information is also included in this annual publication.

LAKER MAP Easily navigate Smith Mountain Lake on the water and off with the annual Laker Map, which designates channel markers, marinas, restaurants, communities, business developments, public boat ramps and more. On the reverse side is more detailed information on the lake-area’s largest shopping destinations along with handy inset maps.

Circulation: 30,000

Circulation: 40,000

ONLINE Laker Media manages smithmountainlake.com, lakerweekly.com and lakermap.com. The lake’s most comprehensive websites, they feature current and archived issues of Laker Magazine and Laker Weekly, as well as helpful tourist information. In addition, we reach out to readers through multiple social media channels. Follow us at facebook.com/LakerMagazine, facebook.com/LakerWeekly and twitter.com/LakerWeekly.

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AD SIZE

1x (2-mo.)

3x (6-mo.)

6x (12-mo.)

12x (24-mo.)

2-Page Spread

$4,607

$3,873

$3,484

$3,026

Premium Pages 2 & 3*

$3,456

$3,002

$2,612

$2,269

Other Premium Pages*

$2,879

$2,501

$2,177

$1,891

Full Page

$2,304

$2,001

½ Page

$1,191

$1,034

$901

$782

Âź Page

$608

$529

$460

$400

$1,742

$1,513

* Based on availability

DISTRIBUTION Racks placed at hightraffic areas around SML, including Rocky Mount and Bedford, making it easy for readers to find free copies of Laker Magazine. Annual subscriptions also are available. An average of 20,000 copies are circulated each issue with an estimated total readership of 36,200.

DEADLINES ISSUE

FOCUS

AD SCHEDULING DEADLINE

FINAL CORRECTIONS DEADLINE

January/ February

Best of SML Awards /RGJLQJ *XLGH Ę :HGGLQJ *XLGH

Nov. 21, 2014

Dec. 5, 2014

March/April

Home & Garden Guide

Jan. 23, 2015

Feb. 6, 2015

May/June

6XPPHU )XQ *XLGH Ę 0DULQD 'LUHFWRU\ :DWHUIURQW 'LQLQJ *XLGH

March 27, 2015

April 10, 2015

July/August

Big Summer Issue

0D\

June 12, 2015

September/ October

&KDULW\ +RPH 7RXU *XLGH Fall Events Roundup /DQGVFDSH &RQWHVW :LQQHU

-XO\

Aug. 7, 2015

November / December

+ROLGD\ *LIW *XLGH Ę )LW +HDOWK\ *XLGH

Sept. 25, 2015

Oct. 9, 2015

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The retail open rate for a full-color, single-insertion ad in Laker Weekly is $16.88 per column inch, which includes ad design and production, if needed. Discounts through contracts based on frequency or total spending allow you to extend your reach and save 10-40 percent off each ad. Discounts are applied to ads placed not only in Laker Media publications, but also The Roanoke Times, other community publications (SWoCo, Botetourt View, So Salem, New River Valley), pre-prints and digital products such as roanoke.com

A DIVERSE MARKETING MIX! Laker Media offers other targeted products you can use to reach a select audience. Ask your account executive for more information about:

FACTS

$07&3 "%4 t 45*$,: /05&4 $&/54*#-& */4&354 t %*3&$5 ."*ONLINE ADVERTISING SEARCH ENGINE MARKETING AND OPTIMIZATION

PUBLISH DATE

Wedding

Celebrating SMALL

Wednesday

DISTRIBUTION 15,000+ copies each week t

In-home delivery via insertion into Wednesday’s edition of The Roanoke Times for subscribers in Franklin and Bedford counties.

t

Racked at more than 60 retail and restaurant locations, including Kroger, Food Lion and Bridgewater Plaza.

t

Online ads build brand recognition and offer an option to click through directly to your business website or Facebook page.

DEADLINES Ad scheduling deadline is Thursday at noon. Final ad corrections deadline is Monday at 4 p.m.

COMPARE COSTS When comparing pricing with other publications in the SML market, be sure to factor in cost per thousand (CPM). For example, an ad that costs $400 and reaches 15,000 households has a lower CPM ($26.70) than an ad that costs $200 but only reaches 4,000 households ($50 CPM). Be sure to ask your account representative about the most cost-effective ways to reach potential customers at Smith Mountain Lake.

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Focus your cameras and send us the best shots of your home’s garden or landscape for a chance to win Laker Media’s seventh Lovely Laker Landscape Contest! Entries will be accepted May 1 through July 15. The champ will be featured in the September/October 2015 issue of Laker Magazine and will win $1,000 in credit to spend on plants, landscaping materials, services or anything else available at Lakescapes Nursery.

Do you have an award-winning landscape?

SHOW US!

Do you have an award-winning landscape?

SHOW US!

The contest is intended for amateur gardeners, but some exceptions apply. Find complete information on how to enter, rules, restrictions and prize information at smithmountainlake.com/homes or pick up a copy at the offices of Laker Media, 272 Westlake Road, Suite 1, Hardy (behind Kroger). Call 540-721-4675, ext. 402, or email contest@ smithmountainlaker.com for additional information.

1,000

$

in credit at Lakescapes Nursery and be featured in the September/October issue of Laker Magazine!

The champ will be featured in the September/October 2014 issue of Laker Magazine and will win $1,000 in credit to spend on plants, landscaping materials, services or anything else available at Lakescapes Nursery. The contest is intended for amateur gardeners, but some exceptions apply. Find complete information on how to enter, rules, restrictions and prize information at smithmountainlake.com/ homes or pick up a copy at the offices of Laker Media, 272 Westlake Road, Suite 1, Hardy (behind Kroger). Call 540-7214675, ext. 402, or email contest@ smithmountainlaker.com for additional information.

You could win

You could win

Focus your cameras and send us the best shots of your home’s garden or landscape for a chance to win Laker Media’s seventh Lovely Laker Landscape Contest! Entries will be accepted May 1 through July 15.

$1,000 in credit at Lakescapes Nursery and be featured in the September/October issue of Laker Magazine!

Landscaping contest Promo ads

Laker Weekly Promo ad

365 Our website and social media accounts have gotten facelifts! MEET

YOUR

EDITORS

AND

NETWORK When: May 12, 8-11 a.m. Where: Laker office Laker Media invites you to be a special guest at the upcoming open house, where we’ll introduce the new editors of Laker Magazine and Laker Weekly, as well as showcase our redesigned website and new social media channels. Coffee and nibbles by CJ’s Coffee & Sandwich Shop

272 Westlake Road, Suite 1, Hardy, VA 24101 | 540.721.4675 | smithmountainlake.com

What’s new?

Our website, smithmountainlake.com, which is the hub for content from Laker Magazine, Laker Weekly, Laker 365 and the Laker Map, has been redesigned and packed with easy-to-find content. But we didn’t stop there. The social media accounts for Laker Magazine and Laker Weekly have been combined into a new destination for lake-area information using the name Laker 365. You can find year-round news and photos by liking us on Facebook and following us on Twitter.

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online promo.indd 1

Promo ad and marketing campaign

4/8/2015 10:28:37 AM

A beneďŹ t for the Susan G. Komen, Greater Roanoke Valley, Race for the Cure.

T

aste for a Cause is an annual wine tasting fund raiser for the Komen Greater Roanoke Valley Race for the Cure. It will bring together individuals (over the age of 21) to raise breast cancer awareness with a fun and educational evening. This event will be an enticing wine tasting, wine education and silent auction to beneďŹ t the Komen Greater Roanoke Valley Race for the Cure.

The Komen Race for the Cure Series raises signiďŹ cant funds and awareness for the ďŹ ght against breast cancer, celebrates breast cancer survivorship, and honors those who have lost their battle with the disease. Every bit of contribution helps support the Komen global mission of ending breast cancer and the Greater Roanoke Valley Race for the Cure keeps 75% of that support here in our 19 county service area.

Susan G. Komen Tri-fold brochure

This event draws its working committee from a wide range of dedicated community volunteers and enjoys support from sponsors like you. A major portion of the funding comes from ticket sales along with sponsorships, contributions and individual gifts making up the remainder of the event budget.

Catherine Price

Ä´ Ä´ Ä´ Ä´Ä´Â…Ä´ Y

Support Your Community Inquire about the exciting sponsorship and volunteer opportunities.

Wine Tasting: March 28, 2010 4 pm - 7 pm Holiday Inn Roanoke

540.556.8799

catherine.price@rvwc.com or visit www.komenroanoke.org

2015 SML GUIDE

COMING THE MARCH/APRIL ISSUE! LAKER’S 2016

Smith Mountain Laker Magazine will publish its 2015 Home & Garden Guide in the upcoming March/ April issue. If you are an SML-area business that provides products or services in one of the categories listed, please submit the following information prior to Jan. 23 to receive a FREE listing.

Business Name Contact Name Address/City Phone Website E-mail address (not published) Year Established Number of Employees 3 Business Specialties (Ex: Interior painting) E-mail complete info to editor@smithmountainlaker.com.

CATEGORIES: Architectural Design Services Attorneys/Title & Settlement Companies Banks/Mortgage Lenders Builders/Contractors Building Supplies Developers Dock & Deck Contractors Electrical Contractors Excavating & Earth Moving Contractors Exterminating Flooring Handyman Service Heating & Air Conditioning Home Inspection Insurance Interior Design/Furnishings Kitchen & Bath/Cabinets

Landscaping/ Lawn Maintenance/ Plant Nurseries Media/Home Security Miscellaneous Moving/Storage Painting/Power Washing Plumbing Pools & Spas Remodeling Roofing Water Treatment/Well Drilling Windows & Doors For more information on placing an ad to further showcase your business, please contact Carol Craighead at 540.721.4675, ext. 409, Mishelle Brosinski at ext. 410 or e-mail ads@ smithmountainlaker.com.

Coming in the March/ April issue!

Promo ads

Home & Garden Guide Smith Mountain Laker Magazine will publish its 2016 Home & Garden Guide in the upcoming issue. If you are an SML-area business that provides products or services in one of the categories listed, please submit the following information to editor@smithmountainlaker.com prior to Jan. 15 to receive a FREE listing.

CATEGORIES: Architectural Design Services Attorneys/Title & Settlement Companies Banks/Mortgage Lenders Builders/Contractors Building Supplies Developers Dock & Deck Contractors Electrical Contractors Excavating & Earth Moving Contractors Exterminating Flooring Handyman Service Heating & Air Conditioning Home Inspection

Insurance Interior Design/ Furnishings Kitchen & Bath/ Cabinets Landscaping/ Lawn Maintenance/ Plant Nurseries Media/Home Security Miscellaneous Moving/Storage Painting/Power Washing Plumbing Pools & Spas Remodeling Roofing Water Treatment/Well Drilling Windows & Doors

Leisure South Sales Brochure Layout Leisure 365

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