The Tennessee Department of Tourist Development Co-Op Programs have been created to help you reach potential visitors who have specifically requested information about vacationing in Tennessee.

1. 2010-2011 Co-Op Program
Tennessee Department of Tourism Development
Email & Display Marketing

2. Email Marketing Program
The Tennessee Department of Tourist Development (TDTD) Email
Marketing Co-Op Program has been created to help you reach potential
visitors who have specifically requested information about vacationing
in Tennessee.
This comprehensive program will help you position your destination,
attraction, or business to the audience that will most likely to walk
through your door.
Tennessee Co-Op Program - EMAIL

3. About Our Database
Our database is 300,000 email addresses strong. Over 100,000 of
them were collected from between June 2009 and June 2010. We will
collect an additional 100,000 leads in the 2010–2011 fiscal year.
We have removed our least active email addresses this year to make
sure your destination is in front of the most active and highest quality
leads.
And to celebrate our fourth year of a successful email Co-Op Program,
we are offering our rates at 25% off - for this year only.
Tennessee Co-Op Program - EMAIL

4. About Our Database
All of the individuals in our database requested a Tennessee Vacation
Guide and also requested TDTD communicate with them via email
about events and attractions in Tennessee.
They live primarily within a 250-mile driving distance to Tennessee.
Many have shared their specific interests, such as music & arts, nature
& outdoors, shopping, etc.
Tennessee Co-Op Program - EMAIL

5. Measurement and Tracking
To help measure the effectiveness of your placement, we will provide
you with a report for each email campaign, including:
■ Number of emails sent
■ Open Rate
(% of people who opened the email)
■ Click-Thru Rate
(% of people who clicked a link)
■ Which links they clicked
The open rate and click-thru rate will help you measure the
effectiveness of each email campaign.
Tennessee Co-Op Program - EMAIL

6. Co-Op eNewsletter
Every article and navigation link is for sale in
this eNewsletter, which delivers the third
Thursday of every month to the entire
database of subscribers, except December
and January.
■ (a) Premium Article
■ 330-by-190-pixel image with paragraph
■ $3000 $2250
■ (b) Sponsored Article 1
■ 121-by-87-pixel image with paragraph
■ $2000 $1500
Tennessee Co-Op Program - EMAIL

7. Co-Op eNewsletter
(c) Sponsored Article 2
■ 121-by-87-pixel image with paragraph
■ $2000 $1500
(d) Sponsored Article 3
■ 121-by-87-pixel image with paragraph
■ $2000 $1500
(e) Sponsored Article 4
■ 121-by-87-pixel image with paragraph
■ $1500 $1125
Tennessee Co-Op Program - EMAIL

8. Co-Op eNewsletter
(f) Participant Ad
■ 150-by-525-pixel image
■ $2000 $1500
(g) Text Event 1
■ $750 $550
(h) Text Event 2
■ $750 $550
(i) Text Event 3
■ $750 $550
Tennessee Co-Op Program - EMAIL

9. State eNewsletter
The content of this eNewsletter is primarily
determined by the state with the exception of one
sponsorship spot. It delivers quarterly to the most
active portion of the database.
While this is a smaller audience than the Monthly
Co-Op eNewsletter audience, it is a highly
interested group in a less competitive advertising
space.
(a) Sponsored Ad
■ 150-by-525-pixel image
■ $2000
Tennessee Co-Op Program - EMAIL

10. State eNewsletter
Creative Work
You may provide creative work, and we’ll tell you the
specific sizes we need. Or you can provide
Paramore|Redd with 1–2 images and a paragraph of
copy.
Paramore|Redd will then create the ad. In both
cases, you will be allowed one round of revisions.
Delivery Dates
■ Fall: 8/31/10
■ Winter: 11/30/10
■ Spring: 3/10/10
■ Summer: 5/10/10
Tennessee Co-Op Program - EMAIL

11. Display Co-Op Program
The Tennessee Department of Tourist Development is pleased to announce
two opportunities to participate in a Co-Op program that will allow you to
promote your city, attraction, or special offering to millions of potential visitors
on national websites such as The Food Network and Orbitz.
Tennessee Co-Op Program - DISPLAY

12. Amazing Benefits
The State has already reserved space on these sites and negotiated rates
well below rate card values.
There are no monthly minimums. Paramore|Redd will help create and manage
the media buy.
All placements are geo-targeted to the 250-mile driving radius from which
most of our visitors travel.
Tennessee Co-Op Program - DISPLAY

13. Option 1
Double the amount of impressions of a normal
media buy while cutting your costs in half. How?
The State will purchase 50% of the impressions and
split the cost with you 50/50.
The viewer has the ability to click to TNVaction.com
or your website from your banner creative. This
allows the viewer a choice of what to explore in
Tennessee.
This option allows you to drive traffic to your website
at half the price. Paramore|Redd will produce the
creative and handle all aspects of the media buy.
Tennessee Co-Op Program - DISPLAY

14. Option 1
Campaign Minimum: $6000
Includes:
■ 2 banner designs
■ $1000 campaign setup fee
■ Between 370,000 and 2 million media
impressions depending on the sites
selected
■ Number of sites on which you can have
presence depends on the following:
■ Desired length of campaign
■ Current inventory
■ Media spend
■ Campaign reporting and optimization
covered by the State
Tennessee Co-Op Program - DISPLAY

15. Option 2
Option 2 affords you 100% share of voice with each impression. The
state's annual commitments will be increased on the chosen sites from the
state's existing display media plan to accommodate your exclusive
messaging.
Benefit from record low cost-per-
thousand rates negotiated with
partner sites on behalf of the state
and avoid expensive site campaigns
and monthly minimums.
For a partner to participate it is
mandatory that you provide your own
banner creative. Paramore|Redd will be
available as needed for creative
consultation and recommendations.
Tennessee Co-Op Program - DISPLAY

16. Option 2
Campaign Minimum: $6000
Includes:
■ 2 site maximum per $5000 of media
■ $1000 campaign set up fee
■ Between 370,000 and 2 million media
impressions per $5000 depending on the sites
selected
■ Number of sites you can be on depends on the:
■ Desired length of your campaign
■ Current inventory
■ Your media spend
■ Campaign reporting and optimization $500/mo.
Tennessee Co-Op Program - DISPLAY

17. Available Websites
Available Websites
All sites are geo-targeted to the
250-mile driving radius of the state
of Tennessee and focus on our key
target, women 25-54.
Trip Advisor
Co-Branded Rate: $10.00
Exclusive Rate: $20.00
Available: Year-round based
on inventory
Tennessee Co-Op Program - DISPLAY

18. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key target,
women 25-54.
CookingClub.com
(Culinary)
Co-Branded Rate: $6.00
Exclusive Rate: $11.75
Available: September-
November based on inventory
Tennessee Co-Op Program - DISPLAY

19. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key
target, women 25-54.
Orbitz / Away
Co-Branded Rate: $7.50
Exclusive Rate: $15.25
Available: Year-round based on inventory
Tennessee Co-Op Program - DISPLAY

20. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key target,
women 25-54.
GAC.com
(Music and Arts)
Co-Branded Rate: $6.00
Exclusive Rate: $11.00
Available: September-November
based on inventory
Tennessee Co-Op Program - DISPLAY

21. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key target,
women 25-54.
Travelocity
Co-Branded Rate: $6.00
Exclusive Rate: $11.75
Available: Year-round based
on inventory
Tennessee Co-Op Program - DISPLAY

22. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key target,
women 25-54.
Pandora
(Music and Arts)
Co-Branded Rate: $11.75
Exclusive Rate: $23.50
Available: September-November
based on inventory
Tennessee Co-Op Program - DISPLAY

23. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key target,
women 25-54.
SouthernLiving.com
Co-Branded Rate: $7.00
Exclusive Rate: $14.00
Available: September-November based
on inventory
Tennessee Co-Op Program - DISPLAY

24. Available Websites
Available Websites
All sites are geo-targeted to the 250-mile
driving radius of the state of Tennessee and
focus on our key target, women 25-54.
Trails.com
(Nature and Outdoors)
Co-Branded Rate: $3.50
Exclusive Rate: $7.00
Available: September-November based
on inventory
Tennessee Co-Op Program - DISPLAY

25. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key
target, women 25-54.
FishingClub.com
(Nature and Outdoors)
Co-Branded Rate: $6.00
Exclusive Rate: $11.75
Available: September-November
based on inventory
Tennessee Co-Op Program - DISPLAY

26. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key
target, women 25-54.
FishingWorks.com
(Nature and Outdoors)
Co-Branded Rate: $3.25
Exclusive Rate: $6.50
Available: September-
November based on inventory
Tennessee Co-Op Program - DISPLAY

27. Available Websites
Available Websites
All sites are geo-targeted to the 250-mile
driving radius of the state of Tennessee and
focus on our key target, women 25-54.
Food Network
(Culinary)
Co-Branded Rate: $9.00
Exclusive Rate: $17.50
Available: September-November based
on inventory
Tennessee Co-Op Program - DISPLAY

28. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key target,
women 25-54.
HuntingClub.com
(Nature and Outdoors)
Co-Branded Rate: $6.00
Exclusive Rate: $11.75
Available: September-November based
on inventory
Tennessee Co-Op Program - DISPLAY

29. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key target,
women 25-54.
WeatherBug
(Lifestyle)
Co-Branded Rate: $5.50
Exclusive Rate: $10.50
Available: September-November
based on inventory
Tennessee Co-Op Program - DISPLAY

30. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key target,
women 25-54.
Travel Channel
(Travel/History)
Co-Branded Rate: $10.00
Exclusive Rate: $19.50
Available: September-November based
on inventory
Tennessee Co-Op Program - DISPLAY

31. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key target,
women 25-54.
Bridal Guide
(Honeymooners)
Co-Branded Rate: $5.00
Exclusive Rate: $9.50
Available: September-November
based on inventory
Tennessee Co-Op Program - DISPLAY

32. Available Websites
Available Websites
All sites are geo-targeted to the 250-
mile driving radius of the state of
Tennessee and focus on our key
target, women 25-54.
iExplore
(Nature and Outdoors)
Co-Branded Rate: $6.50
Exclusive Rate: $13.00
Available: Year-round based
on inventory
Tennessee Co-Op Program - DISPLAY

33. Pay-Per-Inquiry Co-Op Program
Visitors interested in your brand (leads) ask to receive
email marketing messages about your brand
The Tennessee Department of Tourist
Development is pleased to announce a
opportunity for you to participate in a
new Co-Op program that has been
created to help you capture the
information of potential visitors who have
specifically requested information from Your email program nurtures
you about vacationing in Tennessee. the relationship with this lead
This comprehensive program will help
you build your database of prospective
can-spam compliant visitors interested in
your destination, attraction or business.
This lead becomes your
customer
Tennessee Co-Op Program - PAY-PER-INQUIRY

34. How Does It Work?
Online lead generation can be a predictable source of daily leads which you
will own and have permission to market to through both email and snail mail.
Lead generation campaigns allow you to place your offers, like a special rate
or discount, on websites that target your potential visitors. If a visitor
chooses your offer, the contact information for that lead is automatically sent
to you.
This personal information on your potential visitor becomes a part of your
prospect database for future email and direct mail campaigns.
Tennessee will be generating over 100,000 new leads this year. Combine your
offer with ours and we'll split the cost and share the subscriber.
Tennessee Co-Op Program - PAY-PER-INQUIRY

35. Show Me
Tennessee Co-Op Program - PAY-PER-INQUIRY

36. Amazing Benefits
The State has already reserved space on these sites and negotiated rates
well below rate card values.
There are no monthly minimums. Paramore|Redd will help create and manage
the media buy.
All placements are geo-targeted to the 250-mile driving radius from which
most of our visitors travel.
Tennessee Co-Op Program - PAY-PER-INQUIRY

37. Cost
Campaign Minimum: $10,000
Includes:
■ $1,000 campaign setup fee
■ 10,000 leads
That's a cost of $1.00 per lead!
Your leads will be emailed to you ever week with a monthly report detailing
the total number of leads you have received in the previous month.
Tennessee Co-Op Program - PAY-PER-INQUIRY

38. Paramore|Redd
We are the interactive marketing agency working with the Tennessee
Department of Tourist Development to help promote tourism in Tennessee.
We find potential visitors online who are interested in coming to Tennessee
and provide the email marketing messaging to actually get these consumers
to your door! For you, our partners, we create, send, manage and report on
all TDTD eNewsletter campaigns.
Book Now
Fill out the form at paramoreredd.com/tncoop or contact Amanda Durand at
615-324-8997 or adurand@paramoreredd.com.
Tennessee Co-Op Program - PAY-PER-INQUIRY