Tennessee Department of Tourist Development Co-op

The annual co-op marketing program provides all tourism partners the opportunity to leverage Tennessee Tourism media investments to extend the reach of their budgets through discounted rates on marketing programs. The collective push from the state and other partners results in greater media exposure with higher impact and broader reach.

The following co-op programs will be offered for the next three years. Partners will work directly with Orange142 and all programs include campaign management, reporting and support from the Orange142 accounts and analytics team.

Tennessee Partners will have access to these plans from January 1, 2020 – December 31, 2022 unless otherwise noted.

Option #1 Lead Generation

Orange142 has a proprietary database of consumers and B2B contacts that is utilized for digital media campaigns. The same sourcing of leads done for our internal database can be implanted to develop leads and contact information for advertisers looking to expand their consumer database and build out their CRM.

Goals Fulfilled: Database Building, Lead Sourcing, Direct Marketing
Audience Targeting: Age Range, Income, Job Titles, Interests, Behaviors, Purchase Intent and Much More
Geographic Targeting: States, DMAs, Cities, Zip Codes
Rate Structure: CPL
Creative Specs: High Resolution Logo (300×300)
Complimentary Media Solutions: In-Need Targeting, Email, Banner Advertising

DurationPartner ReachPartner Rate
2-3 months10,000 Leads$10,000
2 months3,000 Leads $5,000
1 month500 Leads $1,000

Standard Rate card: $2.50 CPL
TDTD Co-op discount $1 – $2 CPL

*Lead generation campaigns can go live in 24-48 hours after the ad specs are obtained.
*No limit to partner participation, discounted rates eligible throughout the co-cop partnership of 2020 – 2022

Option #2 Video Advertising

Digital video advertising allows for the sight, sound, motion and emotion of video with many of the same benefits of broadcast but with a direct audience of one. Mobile and desktop users are typically more engaged with video content compared to other digital advertising mediums and tend to watch more of the video message compared to traditional broadcast placements.

Goals Fulfilled: Branding, Awareness, Reach, Frequency, Video Views
Device Targeting Available: Mobile, Desktop, Laptop, Tablet
Audience Targeting: Age Range, Income, Interests, Behaviors, Purchase Intent and Much More
Geographic Targeting: States, DMAs, Cities, Zip Codes, Drive Market
Average Click Through Rate (CTR): 0.05% – 0.30% CTR (variable based on ad creative, advertiser industry, and more)
Rate Structure: CPV or CPM
Creative Specs: :15 and/or :30 Second Video Spots.
Complimentary Media Solutions: Banner Advertising, Retargeting, Native Advertising

DurationPartner ReachPartner Rate
3-4 months50,000+ Completed Views$10,000
2-3 months 25,000+ Completed Views $5,000
1-2 months 2,500+ Completed Views $1,000

Standard Rate card:  $0.50 Cost Per View
TDTD Co-op discount: $0.40 – 0.20 Cost Per View

* All buys include added value real-time reporting dashboard
* Video campaigns can go live in 24-48 hours after the ad specs are obtained.
* No limit to partner participation, discounted rates eligible throughout the co-cop partnership of 2020 – 2022

Option #3 In-Need Targeting

Orange142 has a unique strategy to reach consumers and web users with advertising based on their search history, websites visited and online research. Using “In-Need Targeting” Orange142 can reach these consumers when they are actively “In-Need” of the products or services an advertiser is promoting. This hyper targeting allows for demand generation and mid-funnel audience engagement that drives awareness, consideration and conversions.

Goals Fulfilled: Website Traffic, Branding, Awareness, Reach, Frequency, Conversions
Device Targeting Available: Mobile, Desktop, Laptop, Tablet
Audience Targeting: Keywords and Search History, Contextually Relevant Websites.
Geographic Targeting: States, DMAs, Cities, Zip Codes, Drive Market
Average Click Through Rate (CTR): 0.25% – 0.85% CTR (variable based on ad creative, advertiser industry, and more)
Rate Structure: CPC
Creative Specs: Images, Logos, Headline and Body Copy AND/OR 300×250, 728×90, 160×600, 320×50
Complimentary Media Solutions: Banner Advertising, Retargeting, Video Advertising, Native Advertising, Email Advertising

DurationPartner ReachPartner Rate
2-4 months8,696+ Clicks$10,000
2-3 months4,348+ Clicks $5,000
1-2 months715+ Clicks $1,000

Standard Rate card:  $1.75 Cost Per Click
TDTD Co-op discount: $1.15 – $1.40 Cost per click

* All buys include added value real-time reporting dashboard
* In Need campaigns can go live in 24-48 hours after the ad specs are obtained.
* No limit to partner participation, discounted rates eligible throughout the co-cop partnership of 2020 – 2022

Option #4 Connected TV

By occupying the same place in consumers’ lives and living rooms as traditional linear TV, these devices, Apple TVs, Roku boxes and even web enabled gaming consoles, are providing for more immediate and on-demand content consumption. Access TV-quality full episode content, follow your audience and reach them when they are most attentive in front of a big screen television or other connected device. Big name networks include ESPN, Food Network, Discovery Channel, Travel Channel, Cartoon Network, FX, TBS, Disney, HULU and more!

Goals Fulfilled: Branding, Awareness, Video Views
Device Targeting Available: Streaming Devices (Roku, Apple TV, Fire Stick, iOS/Android, Smart TV & More)
Audience Targeting: Age Range, Income, Interests, Behaviors, Purchase Intent and Much More
Geographic Targeting: States, DMAs, Cities, Zip Codes
Average Completed View Rate: Up to 98% Completed Video View Rate
Rate Structure: CPM
Creative Specs: :15 and/or :30 Second Video Spots.
Complimentary Media Solutions: Internet Radio, Programmatic Video, YouTube, Banner Advertising, In-Need Targeting

DurationPartner ReachPartner Rate
2-3 months66,666+ Completed Views$10,000
2 months33,333+ Completed Views $5,000
1 month3,333+ Completed Views $1,000

Standard Rate Card:  $0.45 Cost Per Completed View
TDTD Co-op discount: $0.30 – $0.15. Cost Per Completed View

* All buys include added value real-time reporting dashboard
* Connected TV campaigns can go live in 24-48 hours after the ad specs are obtained.
* No limit to partner participation, discounted rates eligible throughout the co-cop partnership of 2020 – 2022

Option #5 Paid Search

Paid Search (sometimes called PPC or SEM) is one of the quickest and easiest ways to drive relevant web traffic to your site. These paid ads appear on Google or Bing search pages typically at the top or bottom of the page. On average, performance with paid search is better than most any other paid media placement when it comes to measuring conversions. Appear on the top of Search Page Results while SEO efforts catchup.

Goals Fulfilled: Conversions, Website Traffic, Awareness, Reach
Audience Targeting: Keywords, Phrases and Search Marketing Terminology
Geographic Targeting: States, DMAs, Cities, Zip Codes
Rate Structure: Management Fee with Media Pass Through
Creative Specs: Custom Keywords, Ad Copy and Strategy
(All Developed by Orange142 and Collaboration with the Advertiser)
Complimentary Media Solutions: Retargeting, Paid Social, In-Need Targeting

DurationPartner ReachPartner Rate
12 monthsDynamic – Optimize towards lead generations$10,000
6 monthsDynamic – Optimize towards lead generations $5,000
3 monthDynamic – Optimize towards lead generations $1,000

Standard Rate Card:  40% Management Fee
TDTD Co-op discount: 25% Management Fee
This fee is reflected in the total budget above, no additional charges will be incurred.

* All buys include added value real-time reporting dashboard
* No limit to partner participation, discounted rates eligible throughout the co-cop partnership of 2020 – 2022

Option #6 – Internet Radio

Internet radio (also web radio, net radio, streaming radio, e-radio, IP radio, online radio) is a digital audio advertising service transmitted via the Internet. Users can listen to music, custom playlists, podcasts and more. Utilize the data and trackability of digital media while maintaining the more traditional radio experience.

Goals Fulfilled: Branding, Awareness, Video Views
Audience Targeting: Age Range, Income, Interests, Behaviors, Purchase Intent and Much More
Geographic Targeting: States, DMAs, Cities, Zip Codes
Inventory Available: Spotify, Pandora, IHeartRadio, Local Streaming Radio Channels, Sound Cloud and More
Rate Structure: CPM
Creative Specs: :15 and/or :30 Second Radio Spots, MP3 format. (Custom Recording Available Upon Request)
Complimentary Media Solutions: Connected TV, Programmatic Video, In-Need Targeting

DurationPartner ReachPartner Rate
2-3 months400,000 Est. Reach$10,000
2 months200,000 Est. Reach $5,000
1 month40,000 Est. Reach $1,000

Standard Rate Card:  $35 CPM
TDTD Co-op discount: $25 CPM

* All buys include added value real-time reporting dashboard
* Audio campaigns can go live in 24-48 hours after the ad specs are obtained. One week lead time needed for audio ad production (available at an additional fee of $300).
* No limit to partner participation, discounted rates eligible throughout the co-cop partnership of 2020 – 2022

Option #7 YouTube

Orange142 is capable of running video advertising through the YouTube video platform. YouTube is the largest video distributor online and the second most used search engine (behind Google). YouTube Video Advertising is a great platform for branding, awareness and consumer engagement. Additionally, Google and YouTube allow for hyper targeting audiences based on interests, behaviors, and even other videos they have watched previously.

Goals Fulfilled: Branding, Awareness, Reach, Frequency, Video Views
Device Targeting Available: Mobile, Desktop, Laptop, Tablet
Audience Targeting: Age Range, Income, Interests, Behaviors, Purchase Intent and Much More
Geographic Targeting: States, DMAs, Cities, Zip Codes, Drive Market
Average Click Through Rate (CTR): 0.05% – 0.25% CTR (variable based on ad creative, advertiser industry, and more)
Rate Structure: CPV (Bumper Ads are sold on a CPM)
Creative Specs: :06, :15 and/or :30 Second Video Spots. Longer Videos can Be Accepted (Link to Video Hosted on YouTube Channel is Recommended)
Complimentary Media Solutions: Programmatic Video, Banner Advertising, Retargeting, Native Advertising, Connected TV

DurationPartner ReachPartner Rate
2-3 months33,333+ Completed Views$10,000
2 months16,666+ Completed Views $5,000
1 month2,500 Completed Video Views $1,000

Standard Rate Card:  $0.45 Cost Per Completed View
TDTD Co-op discount: $0.40 – $0.15. Cost Per Completed View

* All buys include added value real-time reporting dashboard
* YouTube campaigns can go live in 24-48 hours after the ad specs are obtained.
* No limit to partner participation, discounted rates eligible throughout the co-cop partnership of 2020 – 2022

Option #8  Paid Social

Social media advertising is one of the best ways engage with consumers online. Social allows for creative, visual and dynamic ways to reach target audiences and encourage a variety of actions/conversions. Incredibly powerful data is available that prevents wasted ad impressions and allows for immediate results and insights in to creative performance and audience engagement.

Goals Fulfilled: Branding, Awareness, Reach, Frequency, Conversions, Lead Generation, Custom Goals
Device Targeting Available: Mobile, Desktop, Laptop, Tablet
Audience Targeting: Interests, Job Titles, Purchase Behavior, Liked Topics and Brands, and Much More
Geographic Targeting: States, DMAs, Cities, Zip Codes, Drive Market
Average Click Through Rate (CTR): 0.1% – 0.75% CTR (variable based on ad creative, advertiser industry, and more)
Rate Structure: CPM, CPC, CPV, or Custom Managed Ad Program (Relevant for $50k+ in Spend)
Platforms Supported: Facebook, Instagram, Twitter, Snapchat, LinkedIn, and Pinterest
Complimentary Media Solutions: Retargeting, Paid Search, ECHO142, Native Advertising

DurationPartner ReachPartner Rate
2-3 months833,333+ Impressions$10,000
2 months416,667+ Impressions $5,000
1 month83,333+ Impressions $1,000

Standard Rate Card:  $15 CPM
TDTD Co-op discount:  $12 CPM

* All buys include added value real-time reporting dashboard
* Social campaigns can go live in 24-48 hours after the ad creative are obtained.
* Orange142 will need Facebook Account access to implement Social campaigns
* No limit to partner participation, discounted rates eligible throughout the co-cop partnership of 2020 – 2022

Reporting and KPI
Frequently Asked Questions

How do you track performance for each service?
All Orange142 advertising campaigns are designed around our client’s goals and KPIs. We will setup conversion pixels, UTM codes and other tracking to ensure all media campaigns are performing at peak efficiency.

What reporting tools do you use?
Orange142 has a real-time reporting dashboard with individual logins for our clients. Additionally, Orange142 creates custom monthly and end of campaign reports that include media performance, insights and recommendations.

How will you integrate with our analytics or attribution platform?
Orange142 will request read access to Google Analytics for campaign monitoring and optimizations. Additionally, Google Adwords will be synched to Analytics so that all data is shared and performance can be continually monitored easily.

How often are reports provided?
In addition to the real-time reporting dashboard with instant access to media results, reporting will also be sent monthly and at the end of the campaign with a wrap-up report. Weekly snapshots can also be provided as needed.

What is the average lead time for a custom report request?
Custom reports can typically be provided within 2-3 days.

Are there additional costs for custom reports?
We understand that every organization has different needs when it comes to reporting and Orange142 is happy to provide all of the information that is needed. There is no charge for customized reporting.

Campaign Optimizations

Orange142 prides itself in executing advertising programs that are dynamic and evolve throughout the campaign.

With multiple tactics in market and many different ad sizes and creatives, it is important to continually keep an eye on the media program and optimize campaign elements to ensure marketing goals are being met and the best possible ROI is achieved.

The Orange142 Ad Operations team meets weekly to discuss campaign tactics and what initiatives are working and which may need improvement. No one is ever working in a silo, collaboration is key and Operations communicates to the accounts team which in turn communicates with our clients.

Optimizations are done to increase engagements with client creative through site level, domain and publisher inclusion and exclusion. Additional optimizations can also be done when Orange142 is made aware of bounce rate, session duration and other Google Analytics metrics. (These concerns would need to be brought up by the client if Orange142 will not have direct access to GA).

Lets Talk.