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Board debates 2025 media plan and line-item spending after Love Communications proposal
Summary
Advisory board members raised concerns about the Moab Office of Tourism’s 2025 media plan produced by Love Communications, questioning large line items (festival sponsorship, Epsilon analytics, paid search allocations) and asking staff for clearer breakdowns before proceeding further.
Board members raised detailed questions about the proposed 2025 media plan and recommended adjustments after staff presented a line-item proposal prepared by Love Communications.
Key points of contention included a proposed sponsorship for an outdoor festival (labeled a regional expo) that would have carried a six-figure presence and related commission fees, a $27,000 allocation to Epsilon for display, video and measurement, and an $81,000 paid-search allocation that staff had flagged as among the plan’s strongest channels.
Board members questioned whether some buys could be handled in-house at lower cost (reducing commissions), and asked staff to clarify: how much of Epsilon’s budget is data/measurement vs. ad spend, the expected return-on-ad-spend for paid search (Love’s plan cited a prior campaign ROAS of $19.44 to 1), and whether festival sponsorship would reach the right audience for Moab.
Several members said they supported amplifying the message that people can fly to Moab (in reference to later Contour flight discussion) but urged tighter justification for each line item. In some cases staff described items as proposals or placeholders (not yet committed buys).
Separately, the board approved a set of new billboards (in-town, Crescent Junction and Fruita) with design tweaks (selecting an orange palette, replacing small interior letter graphics with clearer photos and swapping some images for better contrast). The board asked staff to deliver final mockups and reserved the right to tweak images before production.
Why it matters: The media plan determines how tourism tax dollars are converted to advertising reach and how measurement will be reported. Board members called for clearer cost-versus-value breakdowns before committing to large or unusual buys.
Next steps: Staff to provide detailed line-item breakdowns (ad buy vs. commission vs. measurement cost), clarify Epsilon’s services vs. ad spend, provide CPC/ROAS benchmarks for digital buys, and deliver final billboard mockups for final review.
Speakers quoted: Ben Frederigill (Moab Office of Tourism director); Ashley Korglott (board member).
Topics: media buying; advertising ROI; billboards; campaign prioritization.
