RootsRated: Content Marketing for Travel & Tourism

RootsRatedTravel 2016

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RootsRated is a media platform that connects brands and people through content about the

best outdoor experiences, picked by local experts.

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Audience

We love the outdoors and so do the…

50MM who search for outdoor recreation in the U.S. online annually

46MM Americans who identify themselves as outdoor enthusiasts on Facebook

People who fuel the $646 Billion outdoor recreation economy

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The Problem

Where should I go to enjoy the outdoors?

There's a lack of quality information online because it's too Fragmented, Simplistic, and Unreliable.

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Opportunity

Travel organizations are in an amazing position to solve this information problem

and attract more outdoor adventure travelers.

Savvy Markete rs Can Keep traffic on site & in media channels

Create and promote needed content

Drive engagement and future visitors (ROI)

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Opportunity

How valuable is this audience to the Travel industry?Outdoor Economy

of all outdoor economy spending goes toward Trips and Travel - $528

Billion

82%generated in

U.S. tax revenue from outdoor

recreation

$80BThese outdoor enthusiasts are many of your current and future customers.

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Challenge

Content has become the fuel of the modern marketing

engine.

CONTENTMany 3rd party custom

content providers are too broad in scope for the

outdoor market, have limited scalability and lack effective

distribution.

LIMITED PARTNERSMarketers are under

increasing pressure to think and function as publishers,

and yet, their ability to create and distribute content

is severely limited.

PRESSURE

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Outdoor Content for Travel/DMOs can be…

Expensive Difficult to Create, Source,

Edit & Implement

Challenging to Distribute

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SolutionO V E R V I E W

Our expert network of local outdoor content creators delivers premium-quality, authentic, and accessible content to your organization to utilize via your owned media.

RootsRated offers turnkey outdoor content solutions that:

Amplify current offerings

Address strategy gaps

Increase awareness & visitation

Expert Network

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SolutionB E N E F I T S

RootsRated makes your content marketing…

Easy & Consistent

Cost Effective

Simpler to distribute through owned, paid, and earned media

An investment in the success of your brand

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B2B B2CLabs

CompassRootsRated.com

Event Sponsorships

SolutionC A P A B I L I T I E S

RootsRated’s two-pronged approach to successful outdoor content marketing:

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LabsC U S T O M C O N T E N T C R E A T I O N

Step 2Provide monthly,weekly, daily articles

Step 3Drive traffic to articles on your site

Step 4Content licensing in perpetuity

Step 1Develop editorial calendar

We work closely with your team to develop a powerful outdoor content strategy and program specific to your needs.

Customized experience pieces and stories with photography for your owned media (website, email, social & print)

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LabsC U S T O M C O N T E N T D I S T R I B U T I O N

All custom content pieces created for you that meet our editorial standards will populate our RootsRated.com media platform as sponsored content (website, mobile app, email & social) for

bonus evergreen B2C exposure.

This high-quality content will build awareness, inspire our audience and drive increased visitation to your destination.

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LabsC U S T O M C O N T E N T D I S T R I B U T I O N - C O M P A S S

We will also help align your brand with the outdoor industry’s most trusted brands and retailers through RootsRated Compass, our content  licensing platform.

Major outdoor companies like Marmot, Adidas & Salomon will be able to find your destination’s custom content via Compass and further promote your destination to their highly-desirable

audiences through their owned media.

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LabsC O M P A S S – T U R N K E Y C O N T E N T L I C E N S I N G

If we already have content built around your destination that you would like to use through your owned media, you can access these experience and lifestyle articles through Compass.

Compass is our affordable proprietary software for turnkey integration into your owned media.

Explore MeasureIntegrateStep 1 Step 2 Step 3

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LabsC U S T O M M I C R O S I T E S

Develop and provide content for microsite

Understand the goals of the site

Develop custom content

Track conversions

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RootsRated.comC I T Y & S T A T E S P O N O R S H I P S

Provide an avenue to reach outdoor-motivated audience with your specific visitation message.

Drive awareness and conversions

Distribute content to 500,000 to 5MM impressions per month

High-impact display advertising – 100% SOV

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RootsRated.comC O N T E S T S

Sweepstakes, Essay, Photo, Video & Custom Contests

Drive Engagement

Capture Data

Promote Goodwill

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RootsRated.comN A T I V E E M A I L A D V E R T I S I N G

Reach our highly-engaged email newsletter subscribers with your unique destination messaging. 30,000+ Email newsletter

subscribers

25%+ Open Rate

Native Featured Inclusions

Native Dedicated Emails

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RootsRated.comE V E N T S P O N O R S H I P S

Reach a highly-targeted audience in a personal way. Work with us on a local outdoor retail event in key markets.

100-200 People

Benefit Conservation

Outdoor Recreation Presentation

Pint Glasses, Beer, Marketing

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Our Brand Partners

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Case StudyU T A H

The Challenge:

The Utah Office of Tourism could not create enough content to fuel its owned media with internal resources alone.

Utah’s Mighty Five campaign resulted in overwhelming traffic to the top 5 national parks. UoT needed content to promote visitation to other wilderness areas in southern Utah to reduce resource strain in the national parks.

Solution: Custom Content + MIcrosite

85 long-form articles in 8 weeks

The content was vetted by experts, edited by our in-house editorial team, and submitted to UoT for final review.

Results:

Utah’s tourism continues to grow to new heights

Tourism spreading across state beyond the top five national parks

Microsite has 10,000 organic views

Utah is using this evergreen body of content throughout their owned media to help visitors explore the rest of the state.

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Case StudyK N O X V I L L E

The Challenge:

Visit Knoxville wanted to invest in and emphasize its outdoor brand

Solution: City Sponsorship

RootsRated built a stand out site to promote Knoxville’s best outdoor experiences.

120 articles delivered throughout the year:• Weekly local stories covering Knoxville’s outdoor lifestyle• 65 experience articles covering all outdoor sports

Results:

500,000 impressions/month

$0.08 CPV in regional drive markets through targeted paid social campaigns

6.2% Growth in Knoxville tourism

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Case StudyC H A T T A N O O G A

The Challenge:

After winning Outside Magazine’s Best Town Ever Contest, Chattanooga wanted to leverage RootsRated’s local outdoor content to build on its outdoor brand.

Solution: Custom Content

RootsRated custom content delivered every two weeks.

RootsRated worked with the Chattanooga CVB to identify an outdoor editorial calendar and deliver articles to the CVB for use across their owned media.

Results:

Website traffic up 32% year over year

Tourism up double-digits in recent months

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Case StudyM a r m o t

The Challenge:

Marmot needed content for their owned media at below market cost.

Solution: Custom Content + Microsite

RootsRated provides turnkey content for Marmot’s owned media channels.

Social distribution is managed by RootsRated team expanding reach, engaging current customers and developing new customers.

Results:

1/3rd normal content/distribution costs

$0.06 CPV directly to retail partner website

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Contact Us

Tristan Olson VP of Sales, RootsRated

303-775-8739

tristan@rootsrated.com

www.rootsrated.com