Google Co-op
2016 Gmail Engagement Package
Google Co-op
Package Focus: Drive Engagement and Conversions
This package leverages Gmail to consideration, website traffic, and conversions.
Gmail
Partner website
Partner
mobile site
(if applicable)
• Package features audience targeting among likely seasonal travelers:
-Fall Affinity Group: Food & Wine Tourists, Luxury Travelers, and Weddings
-Winter Affinity Group: Winter Escapees, Luxury Travelers and Golf Enthusiasts
• VISIT FLORIDA, Google & SapientNitro will monitor, optimize and report on campaign
activity as well as deliver campaign wrap-up reports.
• VISIT FLORIDA’s match is 50% for this package
Gmail Sponsored Promotions (GSP)
Targeting
Geo-targeting based
on Partner discretion.
Targeting parameters apply across all platforms and are based on likely
seasonal travelers for Fall and Winter.:
• Geo-targeting: Partner selects 5-10 DMAs (excluding Florida)
• Demo-targeting:
 Food & Wine: Adults 35+
 Luxury Travelers: 18+
 Weddings: Women 25-34
 Escapees: Adults 55+
 Golf Enthusiasts Adults 25+
• Affinity Audience targeting:
 Winter: Winter Weather Escapees, Luxury Travelers and Golf
Enthusiasts
 Spring: Family Vacationers, Beach Bound, Weddings
EST Impressions
~1.1M
EST Engagements
50K engagements
Avg. Partner Cost
Per Engagement
$0.30/engagement
Note: Estimated metrics based on historical campaign performance and may vary based on actual campaigns
Google Co-op
2016 Package Focus: Drive Engagement and Conversions
PARTNER’S INVESTMENT: $10K
TOTAL MEDIA VALUE:
$15K
VISIT FLORIDA’S INVESTMENT: $5K
Campaign
Start Date
Campaign
End Date
Commitment
Date
Assets Due
Date
Affinity Group
Audience
1/1/16
2/29/16
12/8/15
12/15/15
Winter
2/1/16
3/31/16
1/8/16
1/15/16
Winter
3/1/16
4/30/16
2/1/16
2/15/16
Spring
4/1/16
5/31/16
3/1/16
3/15/16
Spring
5/1/16
6/30/16
4/1/16
4/15/16
Spring
SPECIFICATIONS
All media buys, and account management will be coordinated and executed by VISIT FLORIDA,
SapientNitro and Google.
• Landing page on Partner’s website to be managed by Partner.
TARGETING DETAILS:
•
•
•
Partners can select desired audiences from the affinity audiences provided.
o If selected, campaign will be broken down evenly across audiences.
Geo-targeting: Partner to select 5-10 DMAs (excludes Florida).
Device Targeting: campaigns will be set up to run against Desktop and mobile unless specified
by the Partner.
PERFORMANCE DETAILS:
•
•
•
•
Targeting groups will be optimized for cost per engagement across devices.
KPIs are based on the model of which media is purchased (Gmail = engagements)
Impressions are subject to CTR and might be impacted based on performance; the higher the
CTR, the lower the impressions.
Partners privy to engagement and conversion activity on site.
Google Co-op
Package Focus: Drive Engagement and Conversions
ASSETS REQUIRED:
• A maximum of 2 creative concepts is accepted per unit (one per each targeting
audience group)
• A strong call to action is suggested for better performance.
GMAIL SPONSORED PROMOTIONS
• Small logo (up to 144x144)
• Advertiser name (up to 15 characters)
• Subject (up to 25 characters)
• Description (up to 100 characters)
• Image (650x650)
• May include mobile if Partner website is responsive.
For questions regarding required assets, contact one of these Sapient team
members:
Katherine Oporta: koporta@sapient.com
Daniel Manichello: dmanichello@sapient.com
Visit the Online Marketing Planner at
VISITFLORIDA.org/planner to explore all of
our advertising opportunities and marketing
programs.
Call: (850) 205-3815
Email: adsales@VISITFLORIDA.org