Transcript The Power of Leverage Money

The Power of
Leveraging Money
The Money
Tier
Tier One
Two
dollarsmatch
from partners
DollarTwo
for dollar
up to $5,000
and one dollar from VTC
from $5,001 to $25,000
Reimbursable
• Payments issued after proof of
placement, payment, and other
documentation
The Rules
• Eligible expenses can include…..
– “Traditional advertising”
– Printed materials
– Website development
– Electronic marketing
– Fulfillment costs
– Tradeshows and displays
The Rules…continued
• Ineligible include …….
– Administrative expenses
– Promotional items
– Event startup costs
– Website maintenance
– Travel expenses
– Directional signage
Guidelines
Page 4
Scores
80 and
above
Program Description
Your Partners
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Minimum of three financial partners
One partner must be the lead partner
Good explanation of roles
Regional projects and partners
encouraged
• A vendor cannot be a partner
• DMO role
• Write as if you are telling the story to a
stranger
Program Content
Target Audience and
Research
Your Research
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Why do your project?
Who is your audience?
Why did you choose that audience?
What do you have to support why
you chose that audience?
Finding Your Research
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Local tax/revenue data
http://www.vatc.org/research
Visitor Logs
Partners Data
Website stats
Comparable projects
Ties into your performance measures
Research and Performance Measure Plan
Your Marketing Message
and Program Plan
Your Message
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What is your message?
Is it clearly stated?
Does it reach your audience?
Does it cut through the clutter, or is your
message cluttered?
Your Plan
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Details, details, details
Does your plan reach your audience?
Is it realistic?
Have you done your research?
Tie your plan components to your research
Does it tie into VTC/VIFL marketing?
Does it show how your/VTC funds will be used?
Your Plan
Page 8
VTC Marketing Initiatives
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Participation in VTC consumer and/or trade cooperative media buys listed on
VTC marketing calendar. Please refer to
http://www.vatc.org/advertising/coopadprog/partneradvertising.asp for complete
partner media buy information.
Placement of advertising in the Virginia Travel Guide, Group Itinerary Planner,
and/or the Meeting Planners Directory
Providing travel product on Virginia.org website for group tour, meetings and
sports product for the professional trades
Participation in the Canadian “Balance” program
Participation in VTC promotion opportunities
Placement of brochures, translite, or Welcome Center Blitz in the Virginia
Welcome Centers
Participation in VTC consumer show program
Participation in VTC domestic trade show opportunities for AAA, group tour,
meetings and sports as noted on VTC Marketing Calendar
Your Success
A. K. A. - Performance Measures
Your Success
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How will you measure it?
Do you have baselines?
Do you have targeted projections?
Are your measures realistic?
Key for your final report
Research and Performance Measure Plan
Give us a shout!
• Draft review due October 12 (yikes!)
• Call us, e-mail us
Steve Galyean
804-545-5517
[email protected]
Angela Wiggins
804-545-5553
[email protected]
Deadlines
• Thursday, October 28, 2010
by 5:00 PM
• No electronic submissions
• Award notification in
mid-December 2010
• 18 month completion of program
• Final report within 60 days of
completion
But wait there’s more!
• Tourism and the Arts
• Sesquicentennial Tourism Grants
Questions?