DEVELOPMENT COUNSELLORS INTERNATIONAL March 2007 Activity Report Prepared for: 461 park avenue south, new york, ny 10016 phone: 212.725.0707 fax: 212.213.3827 travel@dc-intl.com www.aboutdci.com
Summary MEDIA RELATIONS CAMPAIGN RESULTS (June 1, 2006 to present) Return On Investment: Circulation: 60,784,538 Advertising Equivalency: $1,340, 754.50 Return-On-Investment: 10.7 to 1 Key Message Dissemination: Family Friendly Retreat 60,686,413 Florida s Top Beach Retreat Treasure Trove of Artistic Wonders Activities for the Adventurous Traveler 98,125 On Par with America s Top Golf Destinations Call To Action Placement: www.floridasbeach.com * Advertising equivalency refers to the cost of an ad of the same size within the given publication or of the same length as a news segment within a TV or radio program. 1
Results AOL Black Voices Meet Me in St. Petersburg/Clearwater Brandon Cobb March 12, 2007 Result of: African American Heritage Press Trip Summary: The piece features various active activities that St. Petersburg/Clearwater has to offer a younger demographic and African American focused attractions including the Carter G. Woodson museum. Advertising Equivalency: $500 Primetime Cape Cod Journey s & Jaunts: St. Pete, Florida Mark Chester March Issue Result of: Give Gas A Break Press Trip Summary: The piece features St. Petersburg/Clearwater attractions like the Dali and Holocaust museums, and focuses on St. Pete s thriving boom in condos and booming community. Circulation: $30,000 Advertising Equivalency: N/A 2
Development Proposed: Progress: 8-10 Targeted Proactive Pitches 6 Proactive Pitches Complete Pitches Complete: 1. Jazz Fest 2. Gecko Fest 3. CMA s Winter 4. Gas-Free Vacations 5. Kevin Smith, new sports commissioner 6. Valentine s Day Getaway Amanda Chater: DCI has been pitching St. Pete story ideas to this freelance journalist and will maintain communication. Boston Spirit: DCI has secured the editor of this influential GLBT magazine for an individual press visit, May 2-6, 2007. Out Traveler: Journalist Ben Ryan is interested in Kayoga for an upcoming piece. DCI sent information and will continue to follow up on a run date. DCI pitched the following publications for the Boston Media Tour, which took place on March 14-15, 2007: Body + Soul Boston City Paper Boston Common Boston Herald Boston Magazine Boston Spirit Bostonia Boston s Weekly Dig Continental Intermezzo Metro Boston The Boston Globe The Boston Globe Magazine The Boston Phoenix The Christian Science Monitor The Improper Bostonian WHERE Boston 1 16 3 2
Media Tours Proposed: Progress: 1 NYC, 1 Boston, 1 Washington DC Tour; 4-6 Appointments Each 3 Complete, 17 Appointments Complete: Washington D.C. (5 appointments) New York City (6 appointments) Boston (6 appointments) DCI secured the following outlets for the Boston Media Tour: Boston Spirit Body + Soul Christian Science Monitor Continental Robb Report Christine Tenin, Freelancer, Boston Globe and San Francisco Chronicle. St. Petersburg/Clearwater received the follow-up summary from the Boston Media Tour. DCI/St. Petersburg/Clearwater are working on next steps to convert journalist interest into journalist visits. One, Boston Spirit, has already been secured (see pg. 3). 4
Media Visits Proposed: Progress: 20-25 Journalist Visits 15 Visits Complete; 1 In Progress Complete: 1. AAA Midwest Traveler 2. African American Golfers Digest 3. AOL Black Voices 4. Associated Press 5. BET.com 6. Boston Herald 7. Essence 8. Family Circle 9. Lillie News 10. Mark Chester, Freelancer 11. NPR 12. Odyssey Couleur 13. Plenty Magazine 14. Premiere Bride 15. Washington Post In Progress: 1. Boston Spirit Girlfriends Getaway: February 28 - March 4, 2007 DCI secured 6 writers for this trip, which included the spajama party at new Safety Harbor. Ellaine Legaspi escorted. The following writers attended the trip: 1.) Jennifer Beck, Staff Writer for Family Circle (covering Fitness and Exercise, Health & Medicine, and Women s Interests) 2.) Sharon Cavileer, Freelance The Boston Herald, The Asb Park Press, Virginia Explorer, The Chronicle Newspapers, Kn Ridder News Wire. 3.) Rita Cook, Freelance for Premier Bride, Valley Scene Magazine (LA), Waxahachie Daily Light (Texas) 4.) Tonya Pendleton, Freelance for BET.com, Odyssey, Heart & Soul 5.) Kathie Sutin, Freelance for AAA Midwest Traveler, St. Louis Parent, and special sections of the St. Louis Post- Dispatch 6.) Carla Waldemar, Freelance for Passport Magazine, Lavender Magazine Shape Up For Summer - April 25-29, 2007 DCI is seeking to secure 4-6 writers for this trip. DCI is aggressively pitching and following-up with journalists. Michelle Horn to escort. Family Press Trip August 1-5, 2007 Karyl Leigh Barnes to escort. 6 5
Thought-Leader Initiative Proposed: Progress: Approach Thought-Leaders In Progress DCI agreed to approach thought-leaders when experts from St. Petersburg/Clearwater are in markets where thought-leaders are present. This will be as part of the media tour initiative. 8 6
News Bureau MOST WANTED MEDIA LIST KEY MESSAGES (3-5) MEDIATRACKER PRESS RELEASES (6) 1. Kevin Smith release 2. Valentine s Day release PLAY BACK: MARKET EDITORIAL RESULTS (8-10 direct emails) Complete Complete Complete 2 Complete DCI proposed preparing a release in advance, should the region have a best beach in 2007. In progress 7
New Ideas MARCH: DCI/St. Petersburg/Clearwater started discussions on adding more media tours to the next contract cycle. By omitting a few of the less targeted Visit Florida media missions to allow us to target more markets and have oneon-one s with more top-tier journalists (including such markets as Atlanta.) FEBRUARY: DCI proposed ways to even more improve the next African American Heritage Press Trip. By securing current hot spots and restaurants the CVB can ensure journalists have an appreciation of current places that there readers can enjoy. JANUARY: DCI proposed conducting media training with SPCWCVB representatives. DECEMBER: DCI suggested that the Outback Bowl is promoted in Pennsylvania on behalf of St. Petersburg/Clearwater; DCI made suggestions for promoting the region s environmental credentials. CVB is reviewing; DCI provided extensive suggestions for maximizing the awareness of the 25 th Anniversary of the Dali Museum. CVB is reviewing; DCI offered the opportunity to participate in the SELF magazine promotion on healthy living. Without an airfare partner, this promotion was not feasible. NOVEMBER: Provided broadcast and print ideas for the 25 th Anniversary of the Dali Anniversary; Provided self magazine promotion opportunity to Safety Harbor Resort & Spa. OCTOBER: Provided list of creative ideas for New York City Media Marketplace. A number of the presented ideas were implemented. SEPTEMBER: Provided a plan of new ideas for promoting a tourism awareness campaign locally. 8
New Ideas AUGUST: Noted that DCI can swamp out the Thought- Leader Initiative program, and limit the number of On- Location Broadcast Outreach to 3-4 organizations, in return for implementing a local public relations campaign. JULY: Suggested ideas for maximizing publicity activities in partnership with Tampa s sponsorship of a New York City gay expo and film festival, including securing media appointments, sponsoring a media reception/screening and hosting a consumer sweepstakes. Decision to move forward is pending client response. 9
April Work Plan Continue follow up with Girlfriend s Giveaway. Continue pitching, securing and escorting Shape Up For Summer. Draft and distribute Last minute Spring Break Deals release. Draft activities press release. Draft plan for 2007-07. Conduct monthly conference call and discuss work plan. 10