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HomeMy WebLinkAbout05. SITE Marketing Mid-Year Report SITE Marketing VLMDAC Mid-Year Report July 15, 2018 The following report highlights SITE Marketing’s accomplishments over the first 6 months of 2018 as it directly relates to the VLMDAC. While SITE Marketing’s “results” may not be measurable/quantifiable in the traditional number sense, SITE’s established leadership role and widespread responsibilities among the partners, Economic Director (Mia Vlaar) and VLMDAC are integral to the overall operations and success of the VLMD and Vail Summer. Below outlines these specific achievements: • Budget, Operating/Strategic Plan - Coordination of meetings, involvement in several large and one on one partner meetings, meeting agenda and content preparation, building presentations, brainstorming of “big idea(s)”, development of budget, detailed involvement with Cactus and Economic Director in leading the development of the Operating & Strategic Plan, discussions around the new strategy targeting Destination Families with teens and coordination of the partners’ tactical plan to address new persona and approach. • Initial phase of coordinating, planning process and development of the 2019 Budget, Operating & Strategic Plan. Defining timeline, setting up meetings, agendas, meeting content and presentations. • Destination & Front Range Traditional Media Plan – Planning, development and execution of the Destination and Front Range markets’ traditional media plan; including management of media agency, multiple meetings discussing media strategy/audience shift, budget allocations, and tactics to ensure our goals and objectives in the markets and by persona are achieved. Monitoring media plan throughout the summer; making revisions as appropriate along the way to maximize spend and ensure appropriate timing, messages and audiences are being reached in order to achieve highest impact. • Recaps of media placed throughout summer • Evaluation and responding to on-going media inquiries and opportunities. • Branding & Creative Development –In-depth involvement with Cactus and Mia throughout the entire branding, messaging and creative development process. Working closely with Cactus throughout the creative development and production of the tactical executions by persona and medium including digital, social, video/television and print. • Ongoing review and feedback on all executed creative materials throughout the summer including digital, social, TV/video. • Ensuring television spots are trafficked appropriately and on deadlines throughout the summer. • Providing Cactus with event names and dates to ensure events are represented accurately in digital, social and video efforts.  Brand Video/Photo Shoot – Summer 2018 implementation, coordination and management of Cactus, Jack and Satchele throughout the brand photo/video shoot process. (NOTE: This was not originally part of the 2018 budget and SITE did not request any additional dollars for this project.) • Determining and allocating budget among partners, defining scope & responsibilities and asset priorities based on approved script/direction/assets needed to execute creative for 2019. • Collaboration as the team collectively works through schedule and production process; numerous meetings and email correspondences discussing assets needed, locations, models, dates/schedule/timing, wardrobe/hair, props, lodging, F&B, logistics, etc. • Liaison between Cactus, Jack and Satchele through this process to ensure they have what is needed from Cactus to successfully deliver. Resolving issues as they arise with solutions that meet everyone’s needs and expectations and meet the objectives. • On site during actual shooting to ensure we are capturing assets to meet our objectives; problem solve as needed; support the entire team with anything that should arise during the multiple days of shooting.  Photography – Negotiation, management and oversight of vendor relationship with Jack Affleck Photography. Alignment with Jack on new strategy and approach; defining Scope Of Work agreement and priorities given budget parameters. • Management and support of Jack Affleck through the Brand shoot project (as outlined above) • Developing shot list/asset needs to further expand the Vail summer library. Supporting Jack to accomplish the shots.  Videography - Negotiation, management and oversight of vendor relationship with Jack Affleck Photography. Alignment with Deadline Motion (Satchele) on new strategy and approach; defining Scope Of Work agreement and priorities given budget parameters. • Management and support of Satchele Burns through the Brand shoot project (as outlined above) • Developing shot list/asset needs to further expand the Vail summer library. Supporting Satchele to accomplish the shots. • Working closely with Cactus and Satchele on the creative development of video/spot creative for digital and television campaign. Managing the relationship between Deadline Motion and Cactus; determining the most productive and collaborative process to produce the spots in a successful manner. • Social video plan discussions and review with Satchele & Vail Mountain Marketing through several group and individual meetings to determine our approach/plan given budget parameters and priorities. Continued discussions regarding future of social video pieces and development of one large scale piece.  Asset Management - gathering summer and winter photography assets for distribution to the community. Responding to one-off asset requests; both photography and video. • Photo/Video Usage Discussions – internal discussions with Mia, Jack and Satchele regarding appropriate usage and ownership of the VLMDAC assets. Determining usage agreements and policies. • Asset Portal – Development of new asset portal distribution system with Vail Resorts asset team. Many conversations with Jack/Satchele/Vail Resorts team on how we can leverage their asset distribution tool for summer. Goal is to launch new asset portal functionality with photographs in next 4 – 6 weeks; with video assets by spring 2019. Partnership with Vail Mountain Marketing in covering development expenses; new system with ensure efficiencies in asset management and distribution.  Meeting Presentations – Responsible for building meeting presentations on a monthly basis, as well as for community and other VLMDAC related presentations. • Developing the 12 monthly VLMDAC presentations; coordinating (often following up to acquire) content submission from partners, editing content, proofing content, correcting formatting issues, reviewing and finalizing presentation with Mia prior to submission to the board. Attendance and participation at monthly VLMDAC board meetings. • Developing community presentations including VEAC, Town Council, Event Producers, CSE VLMDAC joint meeting. Attendance as appropriate (and able) at community board/council meetings. • Developing Summer Overview presentation for Vail Central Reservations; presenting during reservation agents’ summer training session in two hour long sessions.  Program Guide Advertising – Gathering/confirming details for the local event program guide advertising opportunities; verifying specs and deadlines; working with Cactus to develop/produce appropriate creative by persona per program guide; managing production schedule; submitting creative by deadlines.  Collateral Projects – Development, production and distribution of collateral pieces. • Development of the summer 2018 Master Calendar; coordination of distribution electronically vs. in print out form in effort to save dollars and be environmentally conscience. Will begin development of 2018-19 Winter Master Calendar in the fall. • Development of newly combined Vail Hike/Bus to Hike collateral piece with coordination between design agency, Town of Vail stakeholders, and Vail Mountain; hard copy distribution to lodging community.  Retail Plan/Lodging Offers - Working closely with Vail Mountain Marketing in the spring and throughout summer to develop summer retail/lodging rate messages. • Coordinating the appropriate lodging/retail message to be used in advertising vs. public relations. • Development of July retail plan (budget allocation proposals), execution with Vail Marketing/Vail Central Reservations and Cactus and measurement of the retail plan. • Monitoring occupancy levels and retail initiatives impact throughout the summer.  Summer Email Program – Working with Vail Marketing team on their development of the summer email calendar, audience targets, content/message outline, retail message and images. Review of email drafts; providing collective and timely feedback with Mia (and board members) input to ensure emails are meeting the outlined objectives.  Colorado Tourism Office Relationship/Email & Database Opportunities – Developing and evaluating relationship and programs with the CTO. • Coordinated and executed a “test” email deployment this summer; reporting/analysis from CTO and Vail Marketing (website activity) to come in August. • Evaluated and re-worked Vail Summer content on colordo.com (CTO website) to ensure copy and images represent Vail summer and our brand. • Researching and evaluating other possible programs/opportunities for next summer as a possible means to connect with potential guests via email; and possibly start to build a Vail Summer specific database for the VLMDAC.  Air Marketing Coordination – Meetings and ongoing collaboration with Gabe regarding air marketing/messaging with VLMDAC • Ensuring destination media plan (digital and traditional) and messaging aligns to support EGE and we are meeting our financial commitments to summer air program marketing. • Coordination of summer air video shoot and future video/spot development with Gabe, Cactus and Satchele.  Teen Persona Development - Involvement in the research/deeper understanding of our Teen persona with several partner meetings, as well as attendance at the Teen Ambassador session. Working with partner team to help develop “teen” content and messaging as we invest in this audience.  Vail Valley Foundation Event Discussions – Numerous emails and in person discussions regarding the VVF’s events and VLMDAC’s support of these events; including the new Colorado Classic. • Discussion around the need to develop a more extensive event communication/planning process for 2019 to ensure VLMDAC has pertinent details/branding requirements for signature events and vice versa. • Working more closely with VVF and other signature events to develop partnerships and alignment in our strategies; particularly the new teen audience so that we can all be working on developing this new persona. • Revised media plan and creative production to eliminate Colorado Classic marketing efforts by VLMDAC as the event producer does not approve of our “creative”. • Colorado Classic – creative recommendation for TV/Big Screen spot to the VLMDAC; ensuring delivery of the spots by deadline.  Influencer Program - Participation in several social influencer meetings; providing input; reviewing results.  Account Services - • Bi-Monthly one on one meetings and ongoing communication with Mia regarding “all things VLMDAC”. • Utilizing long standing experience and history with the VLMDAC by providing assistance and guidance to Mia through the transition; ongoing consultation and advising regarding various VLMDAC matters; developing monthly VLMDAC agendas, navigating the budget and strategic/operation plan process. • Attendance at bi-monthly digital reporting calls and discussions with Cactus, Vail Marketing and Mia. • SITE Marketing’s work ethic means we are never out of reach; with 24/7 access to the primary contact (for good or bad) and on-going communication, even while on vacation, after business hours, weekends, holidays, etc. • SITE Marketing prides itself in being a fully engaged and dedicated leader with the VLMDAC on a consistent and reliable basis! • Processing of invoices for traditional media, photography, and videographer. • Development of a scope of work for website audit; creation of “required” items on the website; meetings with Mia/Vail Mountain Marketing; possible execution August – November with approvals.