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1、FOLLOW-UPRESPONSETOREQUESTFORPROPOSALSubmittedNovember2,2004byADDITIONALINFORMATIONPERYOURREQUEST(10/28/04)CoreProgramTactics·PressReleaseCampaignBasedonourlimited,existingknowledgeofMissionHillsGolfClubandtheproposedbudget,wewouldrecommendapressreleasecampaign
2、ofonedistributionpermonth(sixpressreleasestotalfortheinitialsix-monthtermoftheproject).Whilewebelieveeachpressreleaseshouldbecustomizedbothintermsofcontentaswellastargeteddistribution,wewouldanticipateamonthlydistributiontoapproximately300-500mediaoutlets(inclu
3、siveofprintandbroadcastasappropriate).Wewouldrecommendtargetedmediafollow-upwithkeyoutletsbasedonthenewsreleasedeachmonth.Wewouldestimatethatthereareatotalofnearly6,000mediaoutletswithinthecategoriesoftravel,lifestyle,businessandgolf–andhundredsofadditionalpubl
4、icationsthatincludecontentrelevanttothesetopics.·MediaPitchCampaignTheprimarypurposeofamediapitchcampaignistosupport,andoftenaugment,theeffortsofapressreleasecampaign.Insomecases,wewillcustomizeapitchforakeymediaoutletinadvanceofbroadlydistributingapressrelease
5、withmoregeneralinformation–offeringtopjournalistsmoreofanexclusiveopportunity.Inothercases,wewillpitchastoryanglethatissingularlyappropriateforonepublication.Thefrequencyofoutreachshouldbedrivenbyrelevantnewsavailable,butwewouldestimatedistributing1-2pitchesper
6、month(upto12pitchestotalfortheinitialsix-monthtermoftheproject).·EditorialCalendarOutreachAsnotedinourinitialresponse,manyU.S.mediaoutletspublishaneditorialcalendarwhichincludesscheduledfeaturesandround-upstories.Wewillobtaincopiesofthesecalendarsandforwardappr
7、opriateinformationforallrelevant,plannededitorial.Itisdifficulttoforecastthenumberofopportunitiesthatwillarisefromeditorialcalendaroutreach,butwewouldestimatethatupto35totalmediaoutletswillhaveupcomingcoveragerelatedtotravel,lifestyle,golf,businessandmore.CoreP
8、rogramTactics(con’t.)·VisitingJournalistProgramWeagreethatanaggressivevisitingjournalistprogramisparamounttosecuringsignificantfeaturecoverageforadestinationortravelproduct.
