Transcript Marketing RFA PPP

Tourism Partnership Fund
(TPF) Grants Program
Request for Applications for
Cooperative Marketing
BEST PROJECT
GOAL
BEST
Project
To increase economic
growth and job
creation in Jordan’s
tourism sector
Goal
BEST PROJECT OBJECTIVES
 Create 25,000 direct jobs, two-thirds of
which outside Amman
 Increase of female employment by
15%
 Increase international tourist arrivals
by 20%
 Increase of tourism receipts by 15%
 Reduce seasonal fluctuations by 30%
 Increase domestic tourism by 30%
 Increase visitations to secondary sites
to at least 50,000/yr each
 Leveraging $90 million in private
sector investment in tourism
development and/or promotion
BEST GRANTS PROGRAMS
ANNUAL PROGRAM STATEMENT
 Business Enabling Environment to Support
Competitiveness
 Tourism Asset Development
 Destination Marketing
 Improved Access to Finance
 Promoting Gender Equity in Tourism
 Creating Public-Private Partnerships (PPPs)
Phase 1 concludes Dec 14, 2015
INNOVATION GRANTS PROGRAM
Stimulate a culture of innovation in
tourism around effective use of market
intelligence, business collaboration and
investment in new products and
services that bring new ideas and
experiences to the marketplace
COOPERATIVE MARKETING RFA
Purpose:
 Inbound tour operators to
apply to receive up to ten
grants co-fund, up to 35% or
JD 25,000 (whichever is
lower), of activity that
satisfies all of the following
objectives
 Covers period February –
December 2016 (can be more)
COOPERATIVE MARKETING RFA
Objectives:
 Increase awareness and
consideration;
 Boost demand;
 Provide compelling reasons to
visit;
 Offer a clear “Call for Action”
process and platform;
 Strengthen relationships and
expanding network of tour
operators and travel agents
APPLYING AND CONSIDERATION
 Inbound tour operators can
apply individually, or
 As part of a consortia. Such
consortia may include:
 Two or more local inbound tour
operators
 Local inbound tour operator(s) and
hotel(s)
 Inbound tour operator(s), hotel(s)
and airline(s)
 JTB, ASEZA, PDTRA
 Inbound tour operators and
outbound tour operators in source
markets, or others.
The bigger the coalition, the better
INNOVATION IN APPROACH
 Innovation in can earn applicant up to
10 points
 Utilize digital and social media to
increase reach and conversion
 New ways to engage and capitalize on
networks of influencers
 Effectively use high-traffic public
areas to conduct promotional
activities that can produce viral
content
 Create unique local content that has
high propensity to go viral in multiple
source markets
ELIGIBILITY CONDITIONS
 Active membership with JTB
 Proof of partnership-readiness
clearly defines scope and
financial contribution or
commitment of each
 Proven past experience
 Achieved more than 7000 RN
in 2014
 Demonstrate an ethical
approach to business
 Submit a comprehensive
proposal includes all required
information, and in correct
order
APPLICATION REVIEW PROCESS AND AWARD
 Scoring on merits, soundness and
completeness of the application
 Top ten will be contacted
 Reimbursement based on milestones
PROPOSAL
PART I: PLANNED ACTIVITY:
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Type of activity
Overview, indicating innovation
Target source market(s)
Planned start and duration
No. of overnight visitors expected
Reach and segmentation
Anticipated increase in bed nights in
first year
 Anticipated increase in long term
staff
Partnerships
 Brief summary about local
and/or international partner(s)
 Previous cooperative marketing or
sales partnerships and their results
 Types of services provided
 Years in business
 Destination/source market they
have marketed to/from
 Number of travelers per year
targeted through campaigns
 Experience in specific niches,
segments,
 Number bed nights hosted in
Jordan over the past 5 years.
FINANCIAL INVESTMENT:
 Amount and type of investment by each
partner (cash, in-kind)
 In-kind contributions pertain to
investments made by partners or other
consortium members
 Breakdown of investment made by each
partner
MEASURING RESULTS
 Suggested method to measure
document and report increase in bed
nights during the first two years
 Suggested method to measure
document and report job creation at
applicant business, partner hotels or
service providers
 Signed document of applicant’s
commitment to providing
information on quarterly basis
PART II: APPLICANT PROFILE
 Date of establishment
 Location(s) of offices
 Registration papers to be attached
 Number of full time staff
 Unique selling proposition
 Source markets targeted
 Niches and market segments targeted
within source markets
PAST EXPERIENCE
 No. of overall bed nights produced in
last five years, where applicable
 Details of previous cooperative
marketing programs/sales missions
(year, source market, partner(s),
investment made by you and
partner(s), results achieved)
TIMEFRAME
 RFA Released……………………………………………….…..December 1, 2015
 RFA seminar…..………...............................................................December 7, 2015
 Deadline for written questions submitted………….……………December 9, 2015
 Answers to submitted questions………………………………...December 14, 2015
 Applications due…………..………………………………..…..December 30, 2015
 Decision………………………………………………………..4th week, Jan, 2016*
* Contingent to USAID approval
CRITERIA
GRANTS GUIDELINES
Eligible costs:
 Training, meetings and seminars,
publications, targeted offline and
online campaigns, equipment rental,
other direct costs (case by case).
Grants Guidelines
Ineligible costs:
 Profit of any kind, bad debts, fines, personal
ceremonies, F&B, parties, and celebrations,
not compliant USAID procedures, goods
originating from Burma, Cuba, Iran, North
Korea, North Sudan and Syria and from
suppliers ineligible by USAID
 Illegal expenses, purchases, activities
(Jordanian or U.S. law)
EXAMPLES: GATE 1 – USA
Activity
Details
Advertising
10,000 copies to 1,000 agents
and over 7,000 FITs
Consumer Online
Advertising/Marketing
Facebook +Twitter
Consumer e-newsletter (Jordan
Itinerary inclusion)
Direct mail
7,000 copies
Email Blasts
9000 registered retail agents
and direct clients
Grantee
Cost share
Required
Support
$40,000
$3330
EXAMPLES: AMPARO – USA
Activity
Groupon Getaways
placement featuring
Jordan
Gate 1 Travel eNewsletter
Details
Grantee
Cost share
Required
Support
$13,000
$5000
sent to about 30 million
opt-ins
EXAMPLES: GOWAY – CANADA
Activity
Details
Grantee
Cost share
Required
Support
$16,500
$16,500
Go Globetrotting Campaign
Reach of 300,000
(website, FB, twitter, Google)
TravelZoo Canadian
Campaign
1.5 million subscribers
(trade and consumer)
Ultimate FAM promotion
2,000,000
EXAMPLES: Australia and Brazil
Activity
Road show in
Australia and Brazil
Details
650+ TA and media
6 cities
Grantee
USAID
Travel, F&B,
lodging, shipping
Room rental,
IT equipment
EXAMPLES: RESULTS
Coops: 400 pax booked
Road show: 650+ trade and media