HomeMy WebLinkAbout5.Marketing Checklist finalVail Commission on Special Events
2013 Events Plan
Marketing Checklist
Once a prospective event is approved for funding, the goal of the CSE would be to have a deeper and
more comprehensive view and potential involvement and oversight on its marketing strategy and plan.
We would get involved well ahead of execution, and ideally during the planning development cycle. This
review would be comprehensive but not exhaustive. The idea is not to be punitive or to create barriers
or extra cost, but to ensure that quality and excellence apply at all levels of marketing, in line with the
world class standards of the Vail brand.
Key marketing ‘gates’ the CSE will wish to consider engaging on with each producer are:
1. As soon after budget approval, an assigned CSE representative provides upstream brand briefing
with producers, engages on general marketing direction, answers questions, aligns resource
support if needed or desired (town assets such as security et. Al.) , and liaises back to board
and/or CSE to maximize leverage opportunities
2. Alignment and/or agreement on marketing objectives
- it seems reasonable that the CSE would wish to interject at this key stage in order to align
event objectives with CSE objectives
3. Alignment on planned marketing budget, its sum total and as a percentage of allocation and
total leveraged event budget, or simply in relation to event objectives
4. Creative strategy
- look, feel, tonality
- role of logo usage
- production values
- signage, POS and other materials
- cleanliness, general operations
- photo and video usage guidelines
- liaison will be via a CSE and/or VLMDAC representative
5. Marketing strategies and top line plan
6. In particular, their community engagement plan
- Effective communication once guests are in Vail
- What, When, Why and How
- Stakeholders: businesses, lodges, Community info center(s) and personnel, and residents
where appropriate
- this process is required prior to event execution
7. Appropriate calendar communication and integration
- TOV assets
- Welcome Centers
- Vail Marketing assets; social media, Vail.com, and other communication channels
- Hotel/Merchant/Restaurateurs/Hotel Concierges
- MYPR
8. SITE Marketing
- Producers will be furnished with contact names and processes for marketing assets
9. Public Relations integration: the blog, furnishing Press Releases, photo, B-Roll, etc. This is for
purposes of integrating and leveraging events with VLMDAC PR efforts
10. Top line examination of the event’s customer service plans
11. Each producer will be asked to identify a marketing liaison person and/or contact to serve as a
go to person for CSE representative and/or VLMDAC representative to contact
12. Exec Summary is in turn provided to board members in the real time planning cycle