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December 22, 2021 <br /> Ms. Laurie Paolicelli <br /> Director, Chapel Hill/Orange County Visitors Bureau <br /> 501 W Franklin St <br /> Chapel Hill, NC 27516 <br /> Dear Laurie: <br /> Thanks in advance for allowing Northampton Consulting to submit a quote for a media buy <br /> designed to reach decision-makers involved in corporate/business travel. <br /> Background <br /> The Chapel Hill & Orange County Visitor Bureau is interested in growing the overall volume of <br /> corporate business travel to the area. Timing for the campaign is January through June, 2022. To <br /> ensure the budget works as effectively as possible, we will focus our efforts in-state (North <br /> Carolina) as well as in your key feeder markets for corporate travel: South Carolina & Virginia. <br /> Proposed Media Mix <br /> In order to reach the intended audience, we recommend moving forward with a 100% digital <br /> campaign. Not only will digital media provide the ability to effectively reach this group by <br /> leveraging contextual and behavioral targeting based on 3rd-party data sets, it will allow the <br /> CHOCVB to scale their reach at a highly efficient rate. It will also allow us to optimize the <br /> campaign in real-time, maximizing the overall impact of the campaign. <br /> Specific tactics would include: programmatic display, paid search on Google and social ads on <br /> Instagram and LinkedIN. <br /> Success Metrics <br /> We will optimize the campaign against the following metrics: target impressions, increased <br /> traffic to www.visitchapelhill.org/meetings/ , and finally, qualified leads. <br /> Northampton Consulting | 3919 Northampton Road, Durham, NC | 919-321-5452 | northamptonconsulting.wordpress.com/ <br />DocuSign Envelope ID: 2D964745-FC53-4522-A243-C5C664714B54