The Pohly Company

• Drive traffic to the website, massvacation.com
• Increase distribution to key markets
• Appeal to advertisers as the best possible means for reaching their best customers and prospects
• Tailor print and online advertising programs for statewide and national companies

Create

• Restructured editorial to appeal to Regional Tourism Councils, a key advertising constituency
• Managed nationwide advertising sales strategy and implementation
• Developed a three-year advertising sales plan to bring the magazine to break-even by offsetting program costs and generating increased revenue
• Implemented strategic and creative development of key media sales materials including a comprehensive media kit and customized sell sheets
• Created an e-mail request to prospective readers that generated 20,000 requests for the Massachusetts Getaway Guide — a persuasive data point for use with advertisers
• Managed a specialized distribution plan within key markets, including insertion of 200,000 Guides in The New York Times.
• Created and managed enhanced value-added marketing offerings, which include banner ads, expanded listings, and online coupons

Market & Monetize

• 10 guides published over the same number of years promoting the many vacation options, and tourism attractions, Massachusetts has to offer
• Over 750,000 copies of the annual guide were distributed nationally
• Instituted a specialized distribution plan with key markets, including 210,000 Guides inserted in The New York Times
• Managed nationwide advertising sales strategy, planning, and implementation
• Advertising revenue increased each year over a 10-year period
• 43% of the Guide recipients traveled to Massachusetts after receiving it
• 86% of the recipients rated the Guide as helpful in planning their trip