MARKETING TIPS

Using "Life's So Good" in Your Campaign

In 2005, the Wisconsin Department of Tourism's new "Life's So Good!" campaign will be seen and heard by an unprecedented number of potential travelers in Chicago, Minneapolis-St. Paul and other key markets throughout the state, region and nation. Your organization can take advantage of this exposure by including key elements of the "Life's So Good!" campaign - including logos and musical soundtracks - into your advertising, collateral and online marketing efforts. Here's how:

Logos

Several different versions of the new "Life's So Good" logo may be downloaded from the Industry Toolbox on the Department's industry web site. For online use, a 72 dpi, 53k JPEG-format low resolution RGB color file is available, while for four-color printed publications, an Adobe Illustrator file with outline fonts and a high-resolution color file can be downloaded. The 447k Adobe Illustrator file is usable in both Mac and PC environments, applicable for both two-PMS-color or four-color process printed publications. The high-resolution color file is four-color (CMYK) high resolution in TIF format, 300 dpi and takes up 3.7Mb. Finally, a high-resolution black & white file is available. This 1.2 Mb, 300 dpi B & W grayscale TIF file is ideal for one color publications.

Music

Unlike the previous "Stay Just A Little Bit Longer" campaign, the musical soundtrack from the "Life's So Good!" television commercials and online video is available for the industry to use. To download this easy-to-work-with MP3 file, go to the Industry Toolbox and right click on the Life's So Good soundtrack link, select "save target as" and save it to a disk, CD or hard drive. (This file takes up 410Kb.) The longer version of the music (up to three minutes) is available by emailing John Kuehl.

Top

TECHNOLOGY TIPS

Taking Web Sites To The Next Level, Part 1

The world of Web site design continues to push the envelope with new and innovative tools and applications giving users more entertainment and information for their effort.

But how do you know if you and your audience are a right fit for advanced content and what should you be demanding from your Web designer? Well thanks to the folks at Ascedia, we will answer those questions and take a look at the first of these new advancements, HTML e-mail, in this first of a two part series.

The first step in considering advanced web technologies is to gauge yourself and your market to determine if the options are right for your product.

• Is your product visually driven?
• Is your audience technically savvy?
• Does your audience look for enriched content?
• Does the competition actively use advanced web techniques?
• Do you like to stay ahead of the tech game?
• Are you confident enough to make mistakes?
• Do you view a Web site as a process instead of a project?

If the answer to most of these questions is yes, then it's time to look at what options fit best into your overall goals. Take the time to really examine each tool's pros and cons, and don't get caught simply by the "Wow" factor. Seek out experienced partners with a background in new Web technologies who can help answer questions and simplify the process.

One of the biggest developments in e-mail marketing since its inception, HTML e-mail is revolutionizing the way marketers are reaching their audience. HTML e-mail is a Web page delivered into a mail program, allowing users to hit their audience with dynamic layouts, color and photography without the need for an attachment. With the increased fear of e-mail attachments due to viruses and the use of e-mail blocking software, this ability to deliver dynamic content without attachments is a key benefit. Other benefits include:

•  Trackable ROI (open rates, click through rates, etc.)
• Cost effective
• Can be highly targeted and personalized
• Messages can be triggered based on events
• Friends forwarding to friends

HTML e-mail is an excellent way to reach out to your customers on a weekly, monthly or seasonal basis and to keep them updated on new developments, events, special packages and deals, seasonal conditions including fall color and snow conditions. From its humble beginnings, the Wisconsin Department of Tourism's seasonal "E-Zine" now takes more than 200,000 opt-in customers on a seasonal tour around the state, and continues to grow every season.

The next issue of Travel Wisconsin News will feature the second part of this technology series, where we'll take a look at the ups and downs of Rich Media (including Flash, Shockwave and streaming video) and Really Simple Syndication (RSS).

Top | Next | Previous