Ceili Strategic Plan

Strategic Plan

As recommended by: Brandon Darrough Katie Goodwin Kelsey Hand Maggie Sherman Michon Winn

Table of Contents Situation analysis..................

Audience...............................

Goal.......................................

Communications...................

Strategy

Objective

Tactics Community relations............

Strategy

Objective

Tactics Publicity.................................

Strategy

Objective

Tactics Timeline................................

Budget..................................

Evaluation.............................

Appendix I............................

Appendix II...........................

Appendix III..........................

3 7 7 8

10

11

12 12 13 15 16 17

May 2010 | 2

Situation Analysis The Client Céilí is a place where wine lovers can taste and buy specialty wines while visiting Estes Park.

Céilí offers patrons a selection of red, white and a premium red wine, all which are blends. Céilí sets itself apart from the other Estes Park wineries because it uses Washington grapes, which are higher quality than Colorado-grown grapes due to climate according to the client.

Céilí is still in the beginning stages of development. The client does not live in Estes Park yet and does not know the community therefore cannot reach out to the community although he does know the potential location. The client chose Estes Park for Ceili’s location because of its minimal competition, huge influx of tourists during peak season and the annual Celtic festival.

Céilí will open in spring in 2011. The business will be open during the tourist season, roughly June to September or October. According to the Estes Park Convention and Visitor’s Bureau the peak season to travel to Estes Park and Rocky Mountain National Park is from July through September because of the desirable weather fit for outdoor activities.

Competition Céilí’s competition (Valley of the Wind Winery and Snowy Peaks Winery) is already established in Estes Park. Valley is located on the Riverwalk near Céilí’s planned location.

Snowy Peaks is located in the downtown/residential area of Estes Park, which is about two miles away from the Riverwalk. According to their websites, both wineries’ grapes are grown in Colorado and are open year-round (with limited winter hours). They both have social sitting areas. They have an indoor bar area and outdoor deck. Both wineries serve wine by the glass and snack foods. VWW has a bar atmosphere where people can hang out and drink wine with their friends. SPW carries wines from various wineries in Colorado and sells their own at local liquor stores and restaurants. Their average price for a bottle of wine is between $15- $17. Both wineries carry their own label dessert wine as well as a selection of red and white wines.

SWOT Analysis Strengths • Grapes grown in Washington (higher quality product) • New, intriguing product • Location – great for tourist foot traffic • Unique labeling • Client’s experience in wine making • Wines will be ‘blends’ that will appeal to a wide variety of wine drinkers Weaknesses • Website • Minimal selection of wine • Client is currently in Washington • Céilí will not be a place for people to hang out, only a place to try and buy wine • Many winery visitors want the entire wine experience and the ability to see the vineyards • The client plans to sell wine to tourists which is a difficult product to transport without breaking • Limited seasonal hours, competition is open year round May 2010 | 3

Situation Analysis

• Competing with another winery near client’s proposed location • Blend wines are frowned upon by avid wine drinkers • Limited resources for PR/communications budget Opportunities • New product allows greater flexibility to adapt to environment changes • Celtic brand image/theme which means “celebration” will be a useful message to develop Céilí’s audience • Celtic festival will allow Céilí to introduce/relate itself to the community • Showcasing local artists • Annual jazz/art festival in the spring • Client has a personal relationship with friends with restaurants willing to showcase his wine in their restaurants • Minimal wine selection can create a sense of exclusivity if marketed correctly • On-premise wines hold steady as the largest share of wine sales among super centers, club stores, and other outlet centers • Make wine available to buy online Threats • Other wineries in Estes Park, especially Valley of the Wind Winery are right down the street from where Céilí will be located • Céilí will not offer a setting where patrons can sip glasses of wine (a bar kind of setting), it will only offer wine tasting and the opportunity to buy bottles of Céilí wine • Seasonal hours – will not being open in the Fall/Winter hurt business?

• VWW and SPW are open year round, Céilí will not be • Snowy Peaks Winery sells their wine online and ships it to those who order Research According to a Mintel report, the wine market has grown 4 percent (adjusted for inflation) between 2004 and 2009, however a 3.4 percent decline in 2008 demonstrates the sensitivity of wine consumers to the effects of the recession.

Table 1: Trends in Table Wine Consumption, 2005, 2007, 2008 Wine Segment Price range ($) Market share by Market share by price segment price segment 2005 (%) 2007 (%) Economy Below $5 49 44 Popular $5-9 25 25 Premium $9-16 18 21 Super/ultra $16 and up 8 10 premium

Market share by price segment 2008 (%) 48 27 18 7

The over-21 population is increasing rapidly also. Between 2004 and 2009, it increased by 11 million by 2014 is expected to grow by another 13 million.

May 2010 | 4

Situation Analysis Table 2: Retailer type where wine is bought, by age, July 2009 All (%)

21-24 (%)

25-34 (%)

35-44 (%)

45-54 (%)

55-64 (%)

65+ (%)

At a grocery store or supermarket

60

77

70

51

53

60

58

At a small, local liquor store

51

55

51

58

54

54

39

At a specialty liquor store chain

29

40

36

26

29

27

21

At a winery shop

26

24

27

26

29

29

20

At Walmart

19

32

24

21

17

17

11

At natural food stores such as Trader Joe’s, Whole Foods

15

13

17

13

15

19

14

At Costco club store

13

13

20

9

16

10

11

12

8

12

14

16

9

11

11

18

16

11

11

11

4

At a gourmet food shop

9

15

14

11

7

11

3

Online direct from a winery

6

6

7

3

4

7

7

At a convenience store/gas station

4

10

7

6

2

3

0

From online wine retailers

3

5

6

1

5

2

2

Other (please specify)

5

2

1

2

6

8

11

At a club store other than Costco such as BJ’s Wholesale, or Sam’s Club At a mass merchandise store other than Walmart such as Target or Kmart

Gender Women drink wine more often than men at 38 percent of the population, which equates to 43 million U.S. women. Women also are the most price-sensitive.

Race and Ethnicity The following graph shows that overall the distribution of wine drinkers leans heavily on the white population with the Asian population a close second. This graph is deceiving however because Mexican Hispanics do not drink wine hardly at all while other Hispanics do, such as May 2010 | 5

Situation Analysis Cubans, Puerto Ricans and Chileans. The influence of Mexican Hispanics drastically changes the percentage.

Table 3: Table wine consumption, domestic vs imported, by race/Hispanic origin, Feb. 08 March 09 All White Black Asians Hispanics*

Table wine (net) % 35 37 25 34 27

Domestic table wine % 34 36 25 32 25

Imported table wine % 16 17 11 18 15

Table 4: Table wine consumption, by Hispanic origin and country of origin, February 08 March 09 All Hispanics (%) Adults aged 7,065 21+, base Domestic wine 25 Imported wine 15

Hispanic, Cuban Hispanic, Mexi- Hispanic, Heritage (%) can Heritage (%) Puerto Rican Heritage (%) 545 4,087 575

Hispanic, other heritage (%)

37 26

37 26

18 10

29 18

1,858

Region Table 3: Retailer type where wine is bought, by region, July 2009 At a grocery store or supermarket At a small, local liquor store At a specialty liquor store chain At a winery shop At Walmart At natural food stores such as Trader Joe’s, Whole Foods At Costco club store At a club store other than Costco such as BJ’s Wholesale, or Sam’s Club At a mass merchandise store other than Walmart such as Target or Kmart At a gourmet food shop Online direct from a winery At a convenience store/gas station From online wine retailers Other (please specify)

All 60 51 29 26 19 15

Northeast 15 69 33 21 4 4

Midwest 72 47 23 31 19 15

South 70 53 29 27 29 10

West 73 36 30 24 18 33

13 12

6 6

8 11

11 18

27 10

11

3

15

14

10

9 6 4 3 5

5 4 2 4 5

8 5 7 3 4

10 5 4 3 4

12 8 4 3 9

May 2010 | 6

Target Audience Primary Audience Tourists who visit the Rocky Mountain National Park and pass through Estes Park, particularly women who are with a significant other and are between the ages of 28 and 35 according to the Mintel US Wine Analysis of October 2009.

This age group responds to a more casual wine brand such as Céilí rather than a more traditional and established wine brand. They have an above-average income and maintain a positive health perception about wine. The client can reach this audience through blogs such as: Culinary Colorado, Talk Colorado Wine and Colorado Wino and informational Estes Park websites such as: Estes Park Colorado, Estes Park Convention and Visitors Bureau and Estes-Park.

Secondary Audience 1 Community members and business owners in Estes Park who cater to the tourism industry.

The client can reach the community through the Convention and Visitors Bureau and the Partners of Commerce. Affiliation with the CVB and the Partners of Commerce list Céilí in the Estes Park business directory giving community members access to Céilí.

Secondary Audience 2 The media outlets in Estes Park and in the surrounding Colorado area (Denver), especially the magazine publications, radio stations and newspapers. Because Céilí is a new business, the media will be a crucial audience to reach in order to gain awareness for Céilí. Reaching out to this audience will not only make the media aware of Céilí, but the media attention gained will also expose the client’s other audiences to Céilí’s messages. Targeting this audience is an important step in building a media-business relationship for Céilí.

Goal A successful opening and a firm start to become a prominent winery in the Estes Park community.

May 2010 | 7

Communications Strategy

Create a communications campaign to develop the Céilí brand and message.

Objective

Build messages that reach the community and gauge which messages receive positive responses to use for future communications.

Tactics

1. Build the Céilí website and blog to reach target audience • Upgrade from a Splash Page to a website that can be navigated by target audience with information about Céilí * Opening Date * Mission Statement * About Us Page * Location * What’s New At Céilí * Wine Selection – make available for people to buy online? * Media * Feedback page – let Céilí visitors tell stories about their experiences while they were at Céilí * Blog within the website • Create the Céilí blog to be found by people researching things to do in Estes Park • Create a place where people can leave feedback and interact with Céilí’s posts • Investigate regulations for shipping wine to other states. Would it be worth making Céilí wine available to be bought online?

2. Create Céilí Facebook page • Create Facebook page for people to become fans and friends of Céilí • “Like” other Estes Park businesses 3. Create Céilí Twitter • Tweet about the opening of Céilí to build excitement and awareness of the presence of the new business in Estes Park tweet.

• Follow other Estes Park businesses and make tweets relevant to their interests.

4. Create a tagline/message explaining the Céilí name and brand. Céilí means celebration • Céilí means celebration and this is a wine to celebrate • Céilí… A wine to celebrate • Céilí… The celebration of fine wine • Céilí… The definition of good wine and celebration 5. Create banners and sidewalk signs to bring tourists exploring the Riverwalk area of Estes Park through Céilí’s doors May 2010 | 8

Tactics 6. Create an email mailing list that Céilí visitors can sign up for after visiting. Send them news about what’s new at Céilí and special offers on Céilí products and surveys to evaluate patron’s experiences 7. Hire a graphic designer to create a custom Céilí logo

May 2010 | 9

Community Relations Strategy

Conduct a community relations campaign that introduces Céilí to the business and local community.

Objective

Familiarize Céilí with the community of Estes Park and familiarize the community of Estes Park with Céilí.

Tactics

1. Booth at the Longs Peak Scottish Irish Highland Festival in September to introduce Céilí to the community and show what Céilí will bring to the Estes Park community. Because Céilí is a Celtic wine it will have a better chance of being selected to participate and have a consumer advantage according to a representative of the festival.

• Wine Sampling • Information about Céilí * (Projected) Opening date * Location * Wine List * Céilí logo keychain with coupon attached: Bring back the coupon after Céilí opens and get one bottle of wine for half price with the purchase of full price bottle 2. Showcase local artists and musicians in the winery • Hang art around Céilí, gives patrons the option to buy their favorite piece and gives local artists a place to showcase their art • Become familiar with local artists and their artwork through the Art Center of Estes Park • Performances by local musicians/music groups 3. Join Estes Valley Partners for Commerce • By joining, Céilí is in the Estes Park business and online directory and is visible to visitors of Estes Park • The client is part of an association that protects and promotes the interests of Céilí as well as other businesses in Estes Park, giving them a voice in the community • The client will be able to make contacts with other local Estes Park business owners 4. Soft Opening for community members • Free to the public • Food, wine, party, live music • Gives locals a feel of the new business in their community: what Céilí brings to the community, what Céilí offers that differs from what already exists in the community and closes the gap between business owner and resident 5. After joining the Convention and Visitors Bureau, the client should become a shuttle stop on the Estes Park Scenic Tour Shuttle Service 6. Also, make additional Céilí information available on the Estes Park Convention and Visitors Bureau website • See appendix III for more information.

May 2010 | 10

Publicity Strategy

Create publicity for Céilí in order to have a successful launch.

Objective

Gain exposure for Céilí through media outlets and word of mouth.

Tactics

1. Invite the Estes Park Trail Gazette, Estes Park News and the Denver Post to Soft Opening by sending an e-mail pitch. The media will build awareness of Céilí to the public.

2. Get an informational feature story on Céilí in Denver’s 5280 Magazine, the Denver Magazine and Denver Westword • Pitch a story about Céilí and the meaning behind its name, the Celtic aspect of it, how it will bring a whole new element to Estes Park and allows for people to celebrate their heritage • The story will run once in each publication to build excitement for the opening of Céilí and create awareness 3. Submit information regarding the Céilí soft opening to the events section of EPNews (estesparknews.com) to invite Estes Park locals to the fun, free inside look into Céilí winery.

4. Submit story about Céilí to the Lifestyle section (Food & Wine) of Mountain Living Magazine • This magazine is available to tourists in the Denver area and features places in Colorado 5. Buy advertisements with Google • Tourists will find Céilí with greater ease while searching online.

• See Appendix I for examples and more information.

6. Buy advertisements with Facebook • Facebook ads allow the client to target specific audiences that based on demographics and interests would likely be interested in Céilí.

• See Appendix II for examples and more information

May 2010 | 11

Timeline • Develop Céilí message by September 2010 • Send compelling, individualized press releases to 5280 Magazine, Denver Magazine, Denver Westword and Mountain Living Magazine in January 2011 • Send soft opening information to Estes Park News in February 2011 (run story right before opening) – invite locals/public to join • Send e-mail pitches to Estes Park Trail Gazette, Estes Park News and Denver Post inviting them to cover Céilí’s soft opening before soft opening in March 2011 • Plan soft opening for March 2011 • Plan grand opening for April 2011 • Pitch story and invite to Estes Park Trail Gazette by early April, send reminder 5 days before the event.

• Send compelling, individualized press releases to 5280 Magazine, Denver Magazine and Denver Westword in January of 2011. are all their deadlines 3 months in advance? Might be earlier.

• Send Ceili information packet to confirm a space at LPSIH Festival before March 1, 2011 • Attend Longs Peak Scottish Irish Highland Festival, September 2011

Budget • Professional website design- $400-$600 (www.esteswebdesign.com) • Participation in Long’s Peak Scottish-Irish Festival includes tent, full page ad in festival program, and block of tickets -$15,000 (George- Long’s Peak Scottish-Irish Festival, Inc.) • Booth for festival with text display - $107 (displays2go.com-Located in Estes Park) • Custom Céilí Key Chains for distribution at LPSIH Festival - $550.00 for 1,000 key chains (4imprint.com) • Band fees for soft opening - $1150-1250 for a Jazz trio to host a three or four hour event (AD HOC Entertainment- Colorado) • Food costs for soft opening-about $5-$10 per person for appetizers; price depending on menu selection (Sandy-Jubilations Catering-Estes Park) • Cost of Céilí Wine used in sampling • Céilí Wine Banner - $514.75 for 10 custom, 4x4 feet, vinyl banners (printingblue.com) • Custom clear-print Céilí Wine glasses for festival and soft opening - $950 for 1,000( discountmugs.com) • Membership Application for Estes Valley Partners for Commerce fee - $100.00 • Enhanced web listing on Visitors Bureau - $200.00 • Additional web listing on Visitors Bureau - $150.00 (see appendix for additional advertising opportunities) • Google Ad: $0.05 - $3 (charge per click) depending on words chosen (see appendix I for more detailed costs).

• Facebook Ad: $0.82 charge per click (see appendix II for more details).

Total Budget ≈ $20,421 May 2010 | 12

Evaluation Objective: Communications Message Exposure: Build messages that reach the community and gauge which messages receive positive responses then use for future communications.

Results: Internet hits on Céilí websites Number of Facebook friends, fans and messages increase in response to Céilí’s message Number of followers on Twitter and increased tweets about Céilí Number of people who return to Céilí with coupons from newsletter Objective: Community Relations Audience Awareness: Familiarize Céilí with the community of Estes Park and familiarize the community of Estes Park with Céilí.

Results: Survey research Number of attendees at soft-opening Increased presence in tourist pamphlets Returned wine coupons from festival key chains Objective 3: Publicity Publicity: Gain exposure for Céilí through media outlets and word of mouth.

Results: Media impressions Radio/television mentions Location of Céilí stories in publications How many publications Céilí is featured in and how much space Prominence of media outlets who feature Céilí

This table demonstrates the necessary resources (outputs) to achieve the desired outcomes for each tactic listed within this plan.

Tactic Website/Blog

Outputs Building of website

Facebook

Number of updates by Céilí employees Keep track of Facebook Insights – who is becoming a fan/”unliking”

Outcomes Individual and repeat hits Time spent on website Feedback posted on website by visitors More Facebook friends/fans More posts from friends/fans in response to Céilí’s messages

May 2010 | 13

Evaluation Twitter

Number of updates by Céilí employees

More people re-Tweeting or replying to Céilí tweets More people following Céilí’s Twitter account Survey Creation of survey/talking to pa- Survey research will report what tactrons at Céilí tics are working and what tactics reach audience positively Mailing List Production of newsletter/email More people return to Céilí with couMeasure traffic on website after pons from newsletter newsletter is delivered More traffic on website Booth at LPSIH Presence at festival (including all More website traffic Festival materials given away) Increased awareness in community More traffic through Céilí location More wine sold Join Chamber of Pay dues Increased presence in tourist pamCommerce Go to meetings phlets Listing in local business directory Soft Opening Costs for opening party Increased community awareness Sending publications information Increased positive media attention that about attending will gain interest Stop on Tour Cost to be on the tourist loop More people will be directly taken to Shuttle Service Céilí that may not have done previous research Invitations to Sending information/invitation Positive media that will inform the Estes Park and public Denver publications to come to soft opening Informational Story Pitch Positive media that will inform the stories in Denver Press release public magazines and Personal phone call/email to ediMountain Living tors Magazine Offer free wine tasting/product Google Ad Cost for advertisement Increased awareness of tourists Facebook Ad Cost for advertisement Increased awareness of potential Facebook fans and community

May 2010 | 14

Appendix I Google Sponsored Ad Words lodges colorado colorado mountain estes park restaurants estes park accommodation worldmark estes park streamside estes park stanley estes park stanley hotel estes park wine colorado cabin rentals colorado cabin rental stanley hotel colorado estespark colorado snow mountain ranch colorado maps of colorado colorado restaurants estes park hot springs estes park ski resorts colorado lake city rocky mountain colorado colorado central city colorado pikes peak front range colorado colorado buena vista colorado summit county 2007 colorado compare colorado used colorado colorado history colorado pera colorado daily colorado business colorado spring 2009 colorado colorado belle colorado events colorado sunrise colorado gold 2008 colorado connecting colorado colorado 400t estes park colorado motels colorado doc winterpark colorado ski resorts in colorado rocky mountain park

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

$1.75 $1.40 $0.88 $0.90 $2.76 $0.05 $1.32 $1.33 $2.03 $1.49 $1.26 $1.19 $1.15 $1.18 $0.98 $0.94 $0.05 $0.05 $1.51 $1.37 $1.02 $1.90 $1.47 $1.22 $2.43 $1.50 $3.04 $2.26 $0.36 $0.05 $0.05 $3.59 $1.75 $1.29 $2.80 $1.18 $0.05 $1.01 $1.46 $0.05 $0.05 $2.11 $1.06 $2.21 $1.59 $1.28

colorado vacation cabins jobs colorado colorado romantic getaway hotels estes park colorado properties colorado colorado mountain land colorado flag cities in colorado colorado ice colorado population property colorado colorado mountain property colorado cities land colorado colorado new blackhawk colorado colorado athletic club estes park homes hotels in colorado rocky mountains rocky mountain lodging rocky mountain cabins colarado colorada colorodo rocky mountain cabin estespark co aspen central city rocky mountain summit county keystone estespark org the estes group streamside springs swiftcurrent lodge white water rafting ski resorts mountains front range estespark lodging estes cabins stanley hotel estes estes lodging rocky mountain national park

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

$1.80 $2.19 $3.14 $2.63 $2.31 $2.80 $0.94 $0.05 $0.67 $0.05 $2.59 $3.41 $0.57 $1.81 $2.78 $1.41 $1.33 $1.44 $3.83 $1.27 $2.17 $1.28 $1.37 $1.43 $1.84 $1.15 $0.05 $2.03 $1.63 $1.01 $1.48 $1.93 $0.05 $0.05 $1.13 $2.57 $0.81 $3.49 $1.59 $1.19 $1.04 $0.05 $0.05 $1.35 $0.05 $1.31

May 2010 | 15

Appendix I

Keywords estes park snowmobiling colorado fly fishing colorado mountain wedding colorado mountain weddings estes park mountains colorado aspen colorado photos colorado white water rafting snowshoeing colorado colorado camping colorado ski resorts estes park ranch hiking colorado colorado campgrounds colorado inn colorado photography estes park inn hotels colorado colorado tourist destinations colorado hotel colorado evergreen tourist attractions colorado rafting colorado houses colorado honeymoon colorado weddings colorado stanley colorado estes park mountain hotels estes park colorado getaways elk colorado colorado honeymoons colorado wedding colorado motels weddings estes park estes park hiking denver estes park estes park colorado cabins wedding estes park estes park travel restaurant estes park colorado wine lodging estes park colorado

Estimated Avg. CPC

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

Estimated Avg. CPC $1.65 $2.05 $1.84 $2.20 $0.31 $1.62 $1.08 $1.41 $1.51 $1.93 $1.63 $3.13 $1.61 $0.89 $1.11 $1.65 $1.05 $2.79 $1.24 $1.04 $0.84 $0.71 $3.19 $3.12 $2.96 $0.69 $1.34 $2.18 $1.15 $0.81 $1.18 $0.05 $1.53 $0.05 $0.82 $1.53 $0.81 $0.81 $0.05 $1.41 $0.74 $0.94 $2.14

Estimated Ad Position

Keywords estes park colorado estes park estes park lodging colorado colorado weather estes colorado estes park cabins cabins colorado colorado cabin colorado lodge colorado ranch colorado lodging colorado tourism colorado map estes park cabin colorado estes park colorado maps colorado travel estes park lodge colorado rocky mountains colorado mountains colorado pictures colorado vacation steamboat colorado colorado vacations map of colorado colorado attractions estes park hotel estes park chamber elk estes park estes park chamber of commerce estes park colarado colorado park estes park colorodo snowmobiling colorado colorado fairplay colorado chamber colorado chamber of commerce 970 colorado snowmobile colorado colorado horseback riding hot springs colorado colorado dillon

Estimated Ad Position

Google Sponsored Ad Words

2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

$0.05 $2.28 $1.07 $0.91 $0.05 $2.59 $1.01 $5.75 $0.39 $0.71 $1.80 $0.05 $0.85 $0.52 $2.92 $2.58 $1.56 $3.41 $0.05 $3.73 $2.31 $1.95 $5.10 $4.00 $1.66 $1.24 $1.20 $0.05 $2.55 $1.80 $0.90 $1.49 $1.64 $3.43 $2.13 $1.12 $0.05 $1.10 $1.55 $2.08 $0.37 $1.14 $1.56

May 2010 | 16

Appendix II Facebook Ads Suggested Targeting Country: United States Age: 28 – 35 Sex: Women Relationship: All Likes & Interests: wine, Colorado, hiking, Rocky Mountain National Park, road trips, camping, wine tasting, day drinking, drinking wine, backpacking, mountain climbing, Estes Park, traveling, Denver Education: All

Predicted Results Based on the targeting, Facebook predicts that more the ad would have a reach of more than one million people.

The cost per click is as much as $0.82, but would likely be less.

For more information and to place a Facebook ad, visit http://www.facebook.com/advertising/.

May 2010 | 17

Appendix III

Estes Park CVB: The Official Estes Park Visitor Information Source.

CVB Stakeholder Advertising Opportunities – 2010 Order Form Gain exposure and acquire more visitors with Estes Park’s Official Visitor Information Source.

How to place your order: • • •

Call 970-577-9900 and ask for Peggy Campbell Complete this form and mail to the Estes Park LMD, PO Box 1200, Estes Park, CO 80517 Email your order to Peggy Campbell at PCampbell@Estes.org.

Questions? Call Peggy Campbell at the CVB at 970-577-9900 Business Name: __________________________________________Today’s Date: _________________________ Your Name: _________________________________________________ Title: ____________________________ Best Phone #’s to Reach You: ____________________________________________________________________ Business Physical Address: _____________________________________________________________________ Mailing Address: ______________________________________________________________________________ Business Phone #:________________________________ Alt Phone #: __________________________________ Email (Public Use):____________________________Email (CVB Use):___________________________________ Website: _____________________________________________________________________________________ Enhanced Web Listing: Includes all basic listing fields (business name, address, web link, email, 2 phone numbers, and description) plus top tiered sort, 12 descriptive features, and a clickable photo. In top tier sort, the first listing displayed is random and alphabetical after that so your listing always has the advantage of appearing first or toward the beginning. This results in far greater click through rates to your website than a traditional basic listing.

Lodging email Referrals are included with the purchase of a lodging enhanced web listing. Lodging email referrals are generated by visitors requesting information regarding lodging options on EstesParkCVB.com.

Lodging: $395 Activities, Dining, Transportation: $350 Real Estate: $250 Shopping and all other Business Sectors: $200

$____________ $____________ $____________ $____________ TOTAL $__________

Additional Web Listings: Consider purchasing multiple listings if your business fits several web categories such as Lodging/Cabins & Cottages and Lodging/Hotel & Motel. Additional listings are of equal status to primary listing, i.e., opting for a basic free listing allows the purchase of multiple basic listings; opting to upgrade your primary listing to an enhanced listing allows the purchase of multiple enhanced listings. Visit EstesParkCVB.com to view categories that may apply to your business.

Lodging: $175 Activities, Dining, Transportation: $150 Shopping, all other business sectors: $100

#__________ $___________ #__________ $___________ # __________ $___________

TOTAL $__________

Estes Park Local Marketing District: Estes Park’s Destination Marketing Organization Page 1 of 3 500 Big Thompson Ave • PO Box 1200 • Estes Park, CO 80517 • 970-577-9900 • 1-800-44-ESTES • EstesParkCVB.com