FY16AdditionalBudgetRecommendations

BudgetLevel:$500K

Budgetlevelsinclude

$500K:ProductionAdaraPaidSearchDestinationNetwork– BeachTVFacebookwithAdditionalVideoProduction

Adara

• Adara isanetworkwithcontractualrelationshipswithtravelpartners,theypixeleachpartnerwebsitecollectingsearch,booking&itineraryviewsinrealtime

• Weusethisdatatotargetthemostrelevanttraveler• CurrentlyAdara hasdeliveredover4,500userstositespendingan

averageof40secondspervisit• WecurrentlypartnerwithAdara tosupportboththebrandandevent

creative.WewouldliketoutilizeadditionaldollarstoincreaseeventimpressionsfortheupcomingFallseason

PaidSearch

• Extrabudgetguaranteesmoreclickswhichtranslateintomorevisitorstoyoursite

• Beforeimplementingthisextraspend,wewerecapturingapproximately30%oftotaltrafficshare• Withtheadditionalspend,wecancaptureevenmoreofthe

availabletraffic- closerto40%to45%• Ouraverageadpositionfortheentireaccountis2.3

• WiththisadditionalbudgetwecanincreaseourbidswhichwillallowustomoveuponthepagewhichmeansgreatervisibilityforPCB

DestinationNetwork– BeachTV

• TheDestinationNetworkisavisitorinformationnetworkservingresortsthroughoutthesoutheast

• Theydelivereditorialfeatures,hourlynewsupdates,andhyper-localcontentacrossmultipleplatforms

• WerecommendpartneringwithDestinationNetworkto:• Curatecustomlongformcontent(productionisAddedValue)for

programmingthatincludesDestinationtravel,LocalNews,andNightlife

• Bonus:30SpotsrunningonBeachTV

FacebookwithAdditionalVideoProduction

• ThecurrentFacebookcampaignhasbeenastrongperformerdrivingthehighestamountsoftraffictosite(over95Kusers)

• AtthistimethepartnershipendsinJuneandwerecommendextendingthecampaignthroughtheendofSeptember

• Inadditiontoextendingthecampaignwewouldalsoliketoapproveadditionaldollarstoproducevideostargetedtocustomaudiences• Forexample:reachuserswhohavelandedonfishingspecificpages

withfishingvideocontent

BudgetLevel:$750K

BudgetLevelIncludes

$750K:AdaraPaidSearchProductionDestinationNetwork– BeachTVFacebookwithAdditionalVideoProductionIncreasedTelevision

IncreasedTelevision

• Videoplaysabigroleintravelplanningandwehavebeendoingourduediligencetoincreaseimpressionsagainstthistypeofexecutionthisyear

• Wearerecommendingaddinganadditionalweektoourcurrent2weekscheduletoallowforextendedcoverageduringakeyperiodoftheyear

BudgetLevel:$1M

BudgetLevelIncludes

$1M:AdaraPaidSearchProductionDestinationNetwork– BeachTVIncreasedTelevisionFacebookwithAdditionalVideoProductionBirminghamParentGoodGritHuluTheWeatherChannel

BirminghamParent

• BirminghamParentreachesaffluentparentsandgrandparentswhoputtheneedsoftheirchildrenfirst

• Editorialcontentfocusesoncollegeplanning,backtoschoolplanning,andothereventsincludingcamp,birthdays,andspring/summerbreaks

• Circulation:18,000,readershipover60,000• KeyIssues:

• June:SummerfunGuide• August:BacktoSchoolGuide• September:FallEventGuide

GoodGrit

• GoodGritlaunchedinJuly2015andisapublicationthatpridesitselfonbeingaprogressivereflectionoftheSouth

• Editorialcontentincludestravel,culture,dining,anddiscoveringtheSouth

• Circulation:25,000• KeyIssues:

• July/August:Wanderlust:FocusesontravelingtohiddengemsthroughouttheSouth

Hulu

• Hulu isapremiumstreamingTVdestinationthatiswatchedbyover26.2Muniqueviewersacrossdesktop,mobileandconnectedTV

• Wecurrentlyareseeingavideocompletionrateof98.58%,exceedingindustryaverageby24%

• Wewouldliketoincreasebudgetinordertoincreasereachandfrequencyagainstourtargetaudience

TheWeatherChannelDigital

• TWCDigitalreaches75milliontravelersmonthly• 40%areplanningtovacationintheU.S.withinthenext12monthsand

typicallybooktheirtrip3-6monthsbeforetraveling(Index110)• Morethanhalf(60%),chooseactivevacationswithlotstodo• Wearerecommendingacross-screendisplay approachrunning

mobile,desktopandtablet• Inaddition,werecommendaddinginvideo forastory-telling

component• EstimatedImpressions:3.8M

Summary

TieredPlans

$500KInvestment $1MInvestment

$750KInvestment

Flowchart