Join the ‘Winter on the Oregon Coast’ Co-Op Advertising Campaign
Cooperative marketing is any agreement to combine marketing efforts. Individual businesses and/or organizations, in the spirit of working together for the greater good, agree to clearly outlined goals and requirements in exchange for the development and implementation of a well-executed marketing campaign.
There are examples of cooperative marketing all around us – a restaurant, hotel and winery offering a Valentine’s Day package, for example. Or, numerous lodging partners working with a ski resort to offer discounted lift tickets. Small Business Saturday is a cooperative marketing campaign that includes thousands of small businesses across the United States.
“There are benefits to having a unified voice and brand when trying to build interest and awareness and make a call to action,” says Marcus Hinz, executive director, Oregon Coast Visitors Association (OCVA). When it comes to encouraging visitation on the Coast during the off-season, co-op marketing is a cost-effective strategy for small businesses looking to bring new customers in the door.
Why is co-op marketing a good deal?
One of the biggest benefits is economy of scale. For example, in most cases, the base price for advertising is the same, regardless of whether five businesses or 20 businesses join the campaign. The more businesses that join, the more affordable it becomes for everyone.
How it works
The lead organization, such as OCVA, takes responsibility for leading the research, development and implementation of a marketing campaign. After running a successful “Winter on the Oregon Coast” advertising campaign with KGW in 2017, OCVA has unveiled an improved co-op advertising campaign aimed at attracting visitors to the entire coast during winter 2017-18. By joining the campaign, you’ll receive:
- Access to nearly a dozen 15-second OCVA-produced videos highlighting numerous Winter Coast experiences, or “themes,” which partners can choose from. Go here to view the videos.
- Pre-purchased media buy on KGW affiliate television stations in Portland, Seattle and Tacoma ($2,500 and $5,000 buy-in), and Northern California, Idaho and Seattle/Tacoma ($6,000 buy-in). In 2018, the media buy will also include online advertising that will include embedded UTM codes that partners can easily track via Google Analytics.
Return on investment
In 2017, the campaign included 375 television commercial spots, each reaching 1.5 million viewers between January and March, along with 400K impressions on KGW-owned and influenced websites about winter on the Oregon Coast. The total campaign spend was $27,500 and included Discover Newport, Travel Lane County, the Inn at Spanish Head, Coos Bay North Bend Visitor Bureau, Oregon Beach Vacations, Lower Columbia Tourism Committee and OCVA.
Sign up today!
Go here to download the “2018 Winter on the Oregon Coast” co-op advertising program. Ads will air on the KGW network (go here to view the map), as well as through an online pre-roll schedule using behavioral targeting to reach the right audience ($5,000 and $6,000 levels only).
To reserve your desired winter theme and buy-in at the $2,500 or $5,000 level (in-state advertising) or $6,000 level (out-of-state advertising), contact Marcus Hinz at [email protected].