Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?Please share your marketing goals. New Mexico Magazine has been telling the story of New Mexico for nearly 100 years with a mission to inspire authentic experiences with its people, places, art, culture, and food. It delivers to an audience that loves New Mexico and savors the lifestyle and traditions; the audience lives, travels, shops, eats and drinks, and yearns for experiences that remind them of what a special place New Mexico is. What did you strive to achieve with your new website? New Mexico Magazine sought a clean, easy-to-navigate website that prioritized storytelling and beautiful photography. Last year, 60% of users visited the website on a mobile device. The new website was to utilize a mobile-friendly, responsive design for the best possible user experience. The team also wanted new widgets that would help improve their storytelling. New Mexico Magazine also wanted a more robust sitemap that would expand on its range of stories and help readers find what they’re most interested in. The hopes of the new design were to decrease bounce rates and increase users and pageviews each month. An additional goal was to expand on digital ad offerings, providing clients with new ad placements and video options.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Which of your original goals did you achieve and how? The new site design features a mobile-friendly, responsive design that prioritizes storytelling and beautiful photography. It has new widgets for photos, pull quotes, recipes, and more. The sitemap has expanded from five to 15 categories, making it easier for users to browse the site and find the content they are looking for. The site has two new advertising placements and the ability to display video, as well as a related content widget that suggests similar stories to read — this has helped reduce bounce rate. How did you measure the effectiveness of the new site? New Mexico Magazine is seeing increases in digital users, number of pageviews, and time spent on page. Results since last year: - Website users are up 30.4% - Pageviews are up 18% - The average time spent on our site is up 55%

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?Please include the total budget vs. the total actual cost. The total budget was $92,500, which was also the total actual cost. How much revenue has the site generated and how does this compare to your goal? Digital advertising sales are up 58%, which has exceeded New Mexico Magazine's goal. What was the return on investment? New Mexico Magazine is seeing increased advertising revenue opportunities and the ability to provide quality content to its digital audience in a greatly improved format.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleNew Mexico Magazine

DivisionDigital Marketing - Web Site

CategoryDigital Marketing