South Dakota Tourism Media Strategies

Have you ever wondered what it's like to implement a national advertising campaign for an entire state? Well, wonder no more. Wanda Goodman, Media and PR Manager for the South Dakota Department of Tourism, has been busy putting the current summer campaign together, which carries the theme, "The Places of a Lifetime" or "The Memories of a Lifetime."

"The campaign includes several elements, including newspaper inserts, national magazines, television and online advertising in various markets, social media integration, and cooperative marketing with partners throughout South Dakota," Goodman said. Some of the past SD Tourism campaigns have included Vikings game sponsorship, tailgating at three Vikings games, and a pheasant hunt giveaway, and other contests and promotions through Facebook.

Because of the current economic status, the tourism industry has become even more competitive. Goodman said South Dakota markets heavily in Wisconsin, Minnesota, North Dakota, Iowa, Nebraska, and Colorado because "they have the highest propensity to travel to South Dakota, and they consistently show up in our top states for inquiries, booking, and web traffic."

Frequency and consistency are very important when advertising tourism. "People in these markets recognize our ads, they relate to the product we offer, and will sometimes even come up to us at a travel show booth and start singing our jingle. That's when you know you have fantastic brand recognition and you're making an impact," Goodman said. Research is also key to getting return on media in any business. Goodman and the media/PR department conduct focus groups, website usability studies, and audience profiling to determine who to target, what media they use, and where they are located.

Along with the developing public relation strategies for campaigns, handling media communication, and ensuring a positive reputation and brand image, Goodman and her team are responsible for monitoring traditional and social media coverage to see what's being said about South Dakota as a travel destination. "All of our traditional efforts plant the seed, and drive people to our website, which is where they continue the process of planning and purchasing by way of our online trip planner and booking capability. In addition, our social media efforts are good ways to promote short-time offers and upcoming events," Goodman said.

To learn more about South Dakota Tourism, follow them on Twitter, "Like" their Facebook page, subscribe to their YouTube channel, and visit their blog.

OTA Sessions Inspire the Next Generation

The stage of the Orpheum Theater, 9 A.M. and shots of Jagermeister. This paints the perfect scene of what kicked off the 2011 OTA Sessions on April 1.

Although weeks have past since the event, the individuals in attendance and lessons learned replay vividly in my mind. From listening of the successful marketing of Jagermeister from the fascinating Sally Hogshead: speaker, author and brand innovation consultant, to engaging in conversation with local media specialists, this event had more than entertainment to offer a college student looking to dive into the advertising industry. While at the OTA sessions, I was reassured that I am certainly in the correct field of study! The passion, drive and talent of the individuals I had the privilege to meet inspired me to push towards my future with perseverance and passion. It was easy to see that like many other industries in the midwest, advertising of the “ota’s” is on top of the game and provides competition to that of any other region of the world.

Knowing that I hope to remain in South Dakota upon graduation, the session reminded me why our midwest region is where my pride lies.

• It was the fact that Hugh Weber, curator of the OTA sessions, had worked 365 days to prepare a fulfilling event for the benefit of others.

• It was seeing South Dakota Advertising Federation members from competitive agencies working side by side to better the industry.

• It was the passion and enthusiasm of Sally Hogshead.

• It was the innovation of the work displayed by RiCardo Crespo,SVP/Global Creative Chief of Twentieth Century Fox.

And finally, it was the inspiration that I felt from every account executive, media strategist, public relations specialist and creative director that passed by with a greeting smile.

To any students currently attending college to major advertising, marketing, public relations or any related field, I challenge you. I challenge you to go beyond what is expected and attend the 2012 OTA Sessions. You just might receive the same kick of reality that has knocked me down and made me realize just how incredible midwest advertising is.

Want to learn more from the great Sally Hogshead for yourself? Here she is...

http://www.youtube.com/watch?v=UCbWH-tQzGg&feature=player_profilepage

(Source: Sally Hogshead – OTA 2011,” Rural Learning Center, YouTube, April 7, 2011)

SD Ad Fed Helping Local Charities

The South Dakota Advertising Federation is promoting its first annual public service campaign for the 2010-2011 fiscal year. They feel that supporting non-profit organizations is highly important within the South Dakota community and would like to dedication money and services to help promote one of the local charities for up to six months, possibly longer if deemed necessary.

“Non-profit organizations provide some of the most crucial services in our community. However, many are saddled with low marketing budgets and a constant struggle to make their presence known in the already crowded service landscape.”

-       SDAF

This is the reason the South Dakota Advertising Federation will provide a full advertising campaign to a chosen non-profit organization to show their dedication to public service. They will take nominations and applications for local charities and choose based on the response and which charity they find most deserving.

Their guidelines include:

-       The project must be non-commercial, non-denominational, and non-partisan in relation to politics and legislature.

-       Organizations must be non-profit and follow 502(c)(3) exemptions ( or a similar section of the U.S. Internal Revenue Code.)

-       Deliverables will be limited to voluntarily donated creative and concepts. The chosen organization will be responsible for out-of-pocket material expenses needed to complete the project (e.g. print materials, online media, etc.)

An appointed Public Service Proposal Review Committee will choose the organizations, taking into account; appeal to a greater public, seriousness of project as it pertains to earning donated media space/time, ability to be influenced by advertising and marketing methodology and pertinence to local community needs.

Social Media: Commitments not Campaigns

Thursday, March 18th 2010 Aliza Sherman spoke with the South Dakota Advertising Federation in relation to Social Media and targeting consumers through this tool. Sherman defined social media as “a set of tools that facilitate social interaction about friendships and relationships.” This refers to a wide variety of online sites and tools that include but are not limited to social networking sites, video sharing, RSS feeds, blogs, micro blogs, and more. The issue today is how marketers can reach this mass audience effectively.


Sherman mentioned the problem with social media is the word “media.” Rather than thinking about online social tools being a new media, marketers need to treat it as the social web or social communications. To connect with consumers through these social communication sites, marketers must put aside the traditional use of demographics and focus on psychographics. Marketers need to understand “Measurement 2.0." The new measurement is moving towards understanding reach, engagement, influence and reverb (retweet/share). The time of reaching large audiences is leaving and now marketers must focus on reaching a quality audience vs. a quantity of consumers. Sherman stated that we must connect with hearts and minds rather than ears and eyeballs. For this reason “demographics suck” and “psychographics rule.” Today, in order to connect with people, we must focus on behaviors and not cut and dry data.


The new way of reaching people is through social ads on sites like Facebook. These ads can be changed, moved, and updated instantly. It is no longer a matter of placing a TV spot and letting it run for six months. Today “it’s not about campaigns, it’s about commitments.” People stop clicking on a social ad in a matter of days and at that time it must be changed. It is time for marketing communication specialists to get involved in the conversation instead of directing it.

I look forward to moving into this new exciting world. I, as a heavy internet user, find myself constantly using all kinds of social media and welcome ads that pertain to what I am trying to find. As a future marketing communications professional I look forward with excitement for the new tools available and the constant learning and exploring that is in the world to be done. Web 3.0 will be an interesting place to live and work.

Insight Marketing Design: Pizza Ranch

In a world of TV commercials, print ads, and Facebook, Insight Marketing Design is in there producing the goods. They are a small full service advertising agency in the heart of the Midwest. The people at Insight have years of experience and it shows in their work. They stay close to home with their clients, which gives them a nice like-home feel to their work.

One client of theirs I want to focus on is Pizza Ranch. Pizza Ranch, as many of us in Sioux Falls know, is a Midwest pizza chain. They went to Insight in need of a makeover of their look. What transpired is something visually effective with a nice interactive website. The first thing they did was to put up a nice, user friendly website. The website is put together very well. It allows for easy navigation. Next, they branded store containers of taco sauce, ketchup and other condiments to make every touchpoint consistent with the brand. Insight also designed the pizza boxes for Pizza Ranch. The campaign was centered around Pizza Ranch’s theme of the Old West. They branded everything that the consumer sees for brand recognition.

In my opinion the campaign works. With everything centered around a fun theme that creates instant product recogniton, it help me recognize the product. Every time I think about Pizza Ranch I think about the Old West. So, I think they did a good job with its new, refreshing look.

Brookings Radio Supports Community

Brookings Radio is the premier radio broadcaster in the Brookings area. They are heavily involved with the community. They create all their radio ads locally and in the studio at the station.

I connected with the director, Cami Powers, and have listed below a series of questions and her responses to how Brookings radio sells ad space, promotes itself in the community, an dis working on its social media footprint.

1) How does Brookings Radio go about selling ad space?

For radio ads, we have a rate card that is priced according to when a business wants to run and how often. The longer commitment they make to us, the better we do on their rate. We also have packages available for promotional opportunities that include radio ads. For example, the SDSU Student Coupon Book is packaged so that a business gets a coupon in the coupon book along with a schedule of ads to promote their business. Average rate is around $12 for a :30 second ad, $15 for a :60 second ad. An average client spends about $500 a month.

2) Do you record ads for companies in the studio?

Yes! We do all of our production in house. There is no additional charge for this and it is included in their (the companies) advertising investment.

3) Do you have the same advertisers on-air as you do on your website?

Fro the most part, yes. Most of the time we create a marketing package where the business will get a schedule of radio ads plus an ad on our website for a certain investment level. We will have the pricing broken down so they can see how much they would be spending on radio and how much on website with a price break if they do both.

4) How are you working with social medias or blogging?

Definitely need to get better! Most of my announcers have Facebook pages. A few have Twitter accounts. We did set up blogs but they aren't blogging regularly. This is an area that we continue to work on as we feel it's an important means of communicating with our listeners in today's world.

5) How does Brookings Radio advertise itself?

Our biggest form of advertisement is through involvement in the community events. I am a big believer in being active in the community whether it would be my staff's individual involvement in organizations such as Optimist Club or Junior Achievement or putting on events such as the Citywide Easter Egg Hunt or Family Fourth of July. Other forms of advertising include remote broadcasts, banners at events, signage at venues, SDSU Student Coupon Book, and ads in the Register to promote what we're doing.

6) Does Brookings radio do a lot of promotions with advertisers and the community?

Yep! That is how we separate ourselves from other media. I feel we by far are most involved! I preach it every day! We donate thousands of dollars every year in free radio ads to promote all types of community related events...Special Olympics, American Cancer Society, Boys and Girls Club, etc. We usually have some sort of promotion happening every month.

7) What is the main goal of Brookings Radio's website?

Our website is an extension of our radio stations. It is a way for listeners to get our daily information, news, weather, sports, staff bio's, promotions, community events, etc. if they are unable to listen. We are currently working on adding streaming of the stations to our website. We currently stream one station-our goal is to have the remaining four available online within the next month.

*Cami Powers is a South Dakota State graduate and wanted to send a shout-out to her old advisor, Roxanne Luchesi! Thanks for the awesome insight in the world of radio advertising and telling us how you make it all happen at Brookings Radio everyday.

AdWerks Stays Consistent

In advertising, it seems that standing out against the crowd of other firms can be a tough job. For AdWerks in Sioux Falls, that job seems like a breeze. We all know that AdWerks is a modern firm that customizes both its website and its office space around a garage-type setting. Being creative is the heart of advertising, and AdWerks shows that not only through their work, but also through their surroundings.

Recently, AdWerks posted a link to an article about consistency within McDonalds. The article says, “Consistency builds predictability. If crew members see the same behaviors repeatedly in specific situations, they know what will come next time and, more importantly, how they should behave when the manager isn’t available.”

I think the same can be said about AdWerks as well as about their McDonalds ads that they do for local restaurants. AdWerks is the mastermind behind the “Cold Days Hot Deals” campaign. They run the commercial with the old man in the cabin (who around Christmas time really seems to resemble Santa Clause) and the AdWerks team did all filming and original creative work. This commercial has been consistently successful. The commercial has run for a few years, and it seems that the target audience associates this commercial with the “Cold Days, Hot Deals” ad for McDonalds. They’ve built consistency as well as brand association for local McDonalds restaurants through television media strategies.