Advertising & Marketing Plan April 20, 2018 Thank you for exhibiting at the Anacortes Boat & Yacht Show. The staff and volunteers of the Northwest Marine Trade Association and the Anacortes Chamber of Commerce greatly appreciated your support and trust. The show is less than a month a way and we think it’s important for all exhibitors to know and have confidence in our plan for advertising, marketing and promoting the show. The total budget for purchased media is $60,000. We have purchased $30,000 of television, radio, print and digital advertising, plus an additional $5,000 from the Anacortes Chamber of Commerce for a radio campaign in Seattle on KIRO‐AM/710 ESPN and KJR‐FM 95.7/TheJet. We will also purchase $25,000 of digital advertising. Following are the specifics of where and when our advertising will appear. Also following are details about other important marketing efforts such as the show website, promotions, features, posters and guest tickets for exhibitors. Traditional Advertising Television: Starting May 9, 4,685 30‐second spots that will run on Comcast Zoned areas in LaConner, Skagit, Camano Island, Whatcom and North Snohomish. Channels included are: FXNC, CNN, History, Hallmark, USA, Root Sports NW, TNT, HGTV, TBSC, Food, A&E, SPIKE, ESPN, ESPN2, SYFY, Fox Sports1, Lifetime, Comedy Radio: Starting May 7, 414 30‐second and 60‐second spots that will run on KAFE‐FM, KISM‐FM, KPUG‐AM, KAPS FM/AM, KBRC‐AM, KRKO‐AM, KKXA‐FM/AM. Radio: Started April 14, Outdoor Line ESPN710 KIRO – two 60‐second spots during Saturday morning fishing and outdoor show (6‐9am). Note – this is the number one most listened to weekend radio show in Seattle. Radio Promotions: Starting May 7th, on‐air ticket promotions with KISM‐FM, KAFE‐FM, KPUG‐ AM, KRKO, KXA, KBRC and KAPS‐FM. Newspaper: Starting May 9th, 29 display ads in Anacortes American, Skagit Valley Herald, Stanwood/Camano News, Bellingham Herald, The Crab Cracker, Cascadia Weekly. In addition, banners ads will run on GoSkagit.com and GoAnacortes.com (managed by Skagit Valley Publishing). Billboard: Started April 17, 2 ‐ 60’ Banners at Dagmar’s Marina on I‐5. Started April 10, Anacortes Chamber of Commerce Hwy 20 billboard. Boating Publications: Sea Magazine – Full page NW Section, May. Northwest Yachting – half page March, May with April editorial. 48 North – half page March, May with April editorial. Pacific Yachting – half page May, Northwest Sportsman – half page in May and WaggonerGuide.com. Anacortes Boat & Yacht Show Advertising Plan Page 1 Digital Advertising Facebook: Using proven demographics from the Seattle Boat Show we can serve ads to boaters and boat buyers. We expect to serve approximately 200,000 ads to Facebook users starting April 23. Google Ad Words: We will serve ads to people in the northwest geographic area that search for key words like: Anacortes Boat Show, boats for sale, marinas, fishing, sailing, etc., and specific brands that we know are frequently searched. We expect to reach approximately 50,000 users starting April 23. Retargeted Digital Advertising to Seattle Boat Show website cookies: 150,000 unique people have visited SeattleBoatShow.com in the past 180 days. We expect to serve approximately 300,000 banner ads to these people when they are using the web starting April 23. Social Media & Direct Email We are using all NMTA Facebook, Twitter and Instagram social media channels (27,000 followers) to promote the show. We will also have a direct email campaign to 30,000 boaters that have previously attended NMTA events. Earned Media Press releases about the Anacortes Boat & Yacht Show have appeared in (or on): TradeOnly, Northwest Sportsman, 48 North, Northwest Yachting, Outdoor Line ESPN710, and Three Sheets Northwest. Posters – Flyers – Logos 11x17 posters were mailed to all exhibitors, West Marine stores, and 225 selected Puget Sound NMTA members. More posters are available if requested. 8.5x11 mini‐poster/flyer with ticket prices and show hours is available at Exhibitor Website www.AnacortesBoatandYachtShow.com/exhibit . This is perfect for mailings, display on marina docks, and windows. Logos in all formats are available at Exhibitor Website www.AnacortesBoatandYachtShow.com/exhibit . These are perfect for websites, print ads, and email signatures. Complimentary & Guest Tickets Every exhibitor will receive ten (10) complimentary tickets when they check in at the show office during move‐in. These tickets can be used for customers, staff and friends to attend the show. Non‐refundable Guest tickets can be for $2.00 now using the order form available at www.AnacortesBoatandYachtShow.com/exhibit . These tickets can be placed at Will Call for customers, used as “be‐back” tickets for customers, or mailed to customers in advance of the show. Website The Anacortes Boat & Yacht Show website is a brand‐new site and as a result it will take some time for the Search Engine Optimization to begin working so that the site appears at the top of search results. Until this happens we will use Google Ad Words to have the site appear at the top. Accurate show and exhibitor information is critical. Please review your exhibitor listing! Booth and Slip numbers will be added to the site on April 27. Anacortes Boat & Yacht Show Advertising Plan Page 2 All Exhibitor listings include a “Company Description” that is pulled from the NMTA member database. Exhibitors should review this and use this description to describe what makes their business special. We are adding Boats on Display daily and can update the list on most days immediately. Please send your inventory and inventory changes to Kate Anderson, [email protected] . Promotions & Features We currently have seven different promotions and attractions featured on the website. Click on “Discover Anacortes” to see eight fun itineraries with suggestions on how to spend the day or weekend at the Show. They are: Island Explorations, For the Docks & Dog Lovers, Lines & Wines – Hops & Props, BYOB – Bring Your Own Boat, Outdoor Adventurers, Eats & Cleats Food Lovers, The Reluctant Spouse, Bringing the Whole Crew. Boat $how Bucks – E‐ticket buyers receive a coupon for $10 off when you spend $10 or more at participating Anacortes retailers, restaurants and exhibitors. Yacht Club Member Free Admission Thursday or Friday – Show your yacht club membership card at the Cap Sante Marina box office and receive free admission on May 17 or 18. Military Discount – Active military and veterans get half price admission all days of the show with Military ID for tickets purchased at the Cap Sante Marina box office. Hops & Props Daily Happy Hour – Beer and wine from Anacortes Brewery will be served daily on the Activity Floats. From 4‐6pm we will have live music and discounted drinks for guests with a show admission wrist band. Families Free & Kids Aqua Zone – All kids 17 and under get in FREE. We will have Aqua Paddlers (actual kid size boats in a small pool) and a bounce house. Free Shuttle to Boatyards – Bell Air Transportation will provide continuous round‐trip service during show hours from Cap Sante Marina to Banana Belt Boats and North Harbor Diesel boatyards. Anacortes Boat & Yacht Show Advertising Plan Page 3 .