FY25 Proposition Campaign Design and Launch Presentation

Presented to
JULY 2024
FY24 Recap + FY25 PROPOSAL

MADDEN TEAM
WHERE WE’VE BEEN FY24
MEDIA STRATEGY AND 
IMPLEMENTATION
CAMPAIGN RESULTS
LOOKING AHEAD 
FY25 PROPOSAL

WE ARE PEOPLE WHO GEEK OUT ABOUT TRAVEL
Madden was founded as a family business around the goal of helping our 
community. Today, our impact is felt nationwide through partnerships across 
the country, and our enhanced capabilities run the gamut from data analysis to 
digital marketing to brand development. 
We are a full-service destination marketing agency on a mission to spark 
imagination, nurture curiosity, and connect people to communities. Our 
diverse team creates collaborative, creative-driven solutions for destinations 
that improve economies and lead to a vision for a better world. 
Madden works extensively in the tourism industry because travel broadens 
worldviews and provides livelihoods to countless people. We are a true 
tourism partner who understands your challenges and the intricate landscape 
you navigate—in fact 20% of our staff come from DMOs across the country.
While we continue to grow and leverage emerging technologies, we remain 
independent. We maintain a family business mentality, and our work remains 
centered on helping communities. We are a team who rolls up our sleeves and 
takes pride in nothing more than a job well-done because we understand how 
the impact of our work ripples through communities for generations.
over 20% of us have worked at dmos or cvbs. 
3

WE KNOW ARIZONA 
4
ARIZONA STRONG

Whitney
Destination 
Strategy Director
YOUR MADDEN TEAM 
Arianna
Account Strategist
Elise
Content Strategist
Heather
Director, Data & Insights
Brandon
Graphic Designer
Nicole
Associate Media 
Director

FY24 
Campaign Final Reporting & 
Performance

1. AUDIT AND RESEARCH
We’ll get cozy in the weeds 
and do the research for your 
media strategy.
2. STRATEGIC PLAN
We’ll crunch all your numbers and 
develop a media strategy and 
omnichannel media plan.
4. CAMPAIGN LAUNCH
3. CREATIVE COLLABORATION
We make recommendations to 
activate your brand and connect with 
your target audience.
5. OPTIMIZATION AND 
REPORTING
All of this will bring the 
perfect visitors to Wickenburg.
7
OUR APPROACH

8
MAPPING THE TRAVELER’S JOURNEY
We approach every media plan with these core principles in 
mind. We know travelers better than any other agency. This 
knowledge lets us map our media deployments against the 
Traveler’s Journey to guide their behavior.

CAMPAIGN STRATEGY - 160 Years
160 YEARS SINCE FOUNDING 
Took advantage of the 160 Year anniversary of Wickenburg to 
build a campaign of 160 Reasons to Visit Wickenburg featuring a  
newly created landing page, highlighting all of many things to 
see and do in Wickenburg. 
●
CREATIVE - Madden produced ad set & special 
campaign logo mark
●
LANDING PAGE - Wickenburg Chamber determined 
the things to see and do and designed the new 
landing page
●
MEDIA - Madden placed the media to distribute the 
messaging, utilizing both Google & Meta
●
TIMING - January - June 2024

MEDIA PLAN TACTICS  $27,675
These specific tactics were recommended, in part, because they are the best use of funds based on budget, goals and 
timing. 
10
December - June 
2024
Traveler’s Journey
Cost
Notes
Account Leadership and Media 
Management
$5,535
Media strategy, planning, buying, and project management, + 
minimal asset production
(Annual)
Search Engine Marketing (SEM)
Awareness → Conversion
$11,500
Fundamental strategy
Flight: 6 months (upon budget approval - April 30, 2024)
Estimated Clicks 16,430+
Google Ads Prospecting
Awareness
$6,500
Display banner ads + responsive ad campaign
Flight: 6 months (upon budget approval - April 30, 2024)
Estimated Impressions 3.25+ million 
Meta Advertising Prospecting
Awareness
$4,140
Social Ads on Facebook & Instagram 
Flight: 4.5 months (upon budget approval - Feb 29, 2024)
Estimated Clicks 7,141+
TOTAL 
$27,675

Prospecting Banner Ads

META / Social Ads

8.2M Impressio ns
80.2k Website Visits
Google SEM
Jan - June
16,384
Clicks
207,412
Impressions
7.90%
CTR
$11,500
Budget
Benchmark: 4.68%
Google Display
Jan - June
38,740
Clicks
6,997,895
Impressions
0.55%
CTR
$6,500
Budget
Benchmark: 0.47%
Meta 
Prospecting
Jan - April
25,163
Clicks
1,024,916
Impressions
2.46%
CTR
$4,140
Budget
Benchmark: 0.9%

Google SEM
Madden | Media Performance
INSIGHTS
●
The Things To Do ad group 
performed the best in 
impressions and clicks. 
○
8.26% CTR
●
The Events ad group had 
the highest CTR overall at 
6.14%.
●
The highest volume of 
clicks outside of Arizona 
came from Las Vegas.
●
Pacing to well exceed click 
goal. 
.
Top Performing Ads
5,303 Clicks
Google SEM
16,384
Clicks
207,412
Impressions
7.9%
CTR
$0.54
CPC
$11,500
Budget
Activities
Visit
Events
7,209 Clicks
4,078 Clicks

Google Display
Madden | Media Performance
Google Display
38,740
Clicks
6,997,895
Impressions
0.55%
CTR
$6,500
Budget
INSIGHTS
●
Responsive ads served 
more impressions and 
achieved more clicks 
than the traditional 
prospecting ads.
●
The top locations for 
clicks were:
○
Los Angeles
○
New York
○
Chicago
○
San Jose
●
Exceed impression goal 
by more than 2x 
Top Performing Ads
11,973 Clicks
1,937 Clicks
2,399 Clicks

Meta - Prospecting
Madden | Media Performance
INSIGHTS
●
Click through of 2.46% is 
more than 2x of of 
performance 
benchmark
●
Additionally, outside of 
Arizona, Los Angeles 
had the most link clicks. 
Closely followed by Las 
Vegas.
●
Exceeded click goal 
Top Performers
Meta 
Prospecting
25,163
Clicks
1,024,916
Impressions
2.46%
CTR
$4,140
Budget
FINAL CAMPAIGN 
RESULTS
Top Ad
Headline: Celebrate a 160 
Year Legacy 20,850 Clicks
Description: Visit 
Wickenburg, AZ 23,279 
Clicks
Image: 
15,996
Clicks

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FY25 PROPOSED

Option #1   (Same Plan as FY24) + International Targeting 
MEDIA PLAN TACTICS  $28,436
These specific tactics are recommended because they are marketing fundamentals and best suited for your budget. We 
are exploring international marketing this year in Canada and Germany targeting cities with direct flights to Sky Harbor.
Traveler’s Journey
Cost
Notes
Account Leadership and Media 
Management
$5,536
Media strategy, planning, buying, and project management, + 
minimal asset production
(Annual)
Search Engine Marketing (SEM)
Awareness → Conversion
$11,000
Fundamental strategy
Flight: 6 months / US + select Canadian cities (Vancouver, Calgary, 
Edmonton, Kelowna) + Frankfurt, Germany
Estimated Clicks 14,962
Google Ads Prospecting
Awareness
$5,400
Display banner ads + responsive ad campaign
Flight: 6 months / US Targeted Cities Only
Estimated Impressions 2.7+ million 
Meta Advertising Prospecting
Awareness
$6,500
Social Ads on Facebook & Instagram 
Flight:  4 months US Cities + 2 months select Canadian cities 
(Vancouver, Calgary, Edmonton, Kelowna)
Estimated Clicks 9,490+
TOTAL 
$28,436
24,452  Total Clicks + 2.7M Impressions

FY25 MARKETING STRATEGY
TARGET AUDIENCES 
Those interested in Events, Music, Outdoor & Shopping, Western Culture 
TARGET GEOGRAPHIC MARKETS
DOMESTIC: California, New York, Illinois, Wisconsin, Nevada, Colorado
INTERNATIONAL:  Canadian cities: Vancouver, Calgary, Edmonton, Kelowna + 
Frankfurt, Germany
CREATIVE PILLARS (narrow to 3-4 for focus): 
1.
Outdoor / Scenic
2.
Western /  Rodeo / Roping
3.
Arts / Culture
4.
Family + Events
5.
Outdoor recreation / could include ATV
6.
RV Life
7.
Historic Downtown / Shopping
MARKETING OBJECTIVES
Increase awareness and visitation to Wickenburg

QUESTIONS?

want to hop in?
Wickenburg!