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Home My WebLink AboutCSE RFQ MKT VAIL Response Presentation 12.5.121 Town of Vail | 12/5/2012 CSE Strategic Brand Planning RFQ MKT Vail LLC Response To Questions •MKT Vail is deeply vested in the CSE’s business enterprise for the last three months, and in reality for the past 4.5 years in the role of Vail Sales & Marketing Director - the CSE has evolved towards greater efficacy, accountability, and efficiency - more broadly the CSE is now aligned tightly with TOV Council objectives, the VLMDAC, Vail Mountain marketing, and more intimately connected with key producers •MKT Vail was recently awarded the brand strategy marketing consultancy to the VLMDAC for 2013 •MKT Vail’s relationships are deep and wide across the community; marketing stakeholders, merchants/retailers/restaurateurs, Vail Town Council members, community members - provides Brand support and liaison to Vail Info Services inc. •MKT Vail is already working strategically and developmentally in deploying our newly adopted strategies: Vail Soul Festival, Jazz Festival, KAR, Taste of Vail, Highline’s events, Mem. Day, et. Al. •MKT Vail offices with Highline - daily immersion in state of the art event planning, production and analysis; lateral learning 2 Town of Vail | 12/5/2012 Question #1: What approach would your firm take for an immersion process to rapidly get up to speed on VLMD initiatives, build relationships with current vendors, align with the Commission on Special Events and take a leadership role with the VLMDAC? Moving Forward •MKT Vail will has committed to meeting individually with each VLMDAC board member, and will similarly commit to doing so with CSE members •MKT Vail’s assignment with VLMDAC will provide an ideal confluence and continuity point between these two key boards and the newly evolving integrated relationship •MKT Vail has committed to attending monthly VEAC meetings, all Vail Town Council meetings, and any other key Town or Community interaction (e.g. LionsHead Merchant Association meetings, Highline, VVP interactions, VVF, et al. •MKT Vail also commits to full immersion – to the extent viable, in the lateral travel channel via MTS, attendance on mTrip webinars, and any relevant conferences •MKT Vail regularly interacts with key community stakeholders directly and peripherally related to the CSE’s mission •Vail Mountain relationships, particularly with the team and the to-be-named Vail Mountain marketing director, will be nurtured and maintained 3 Town of Vail | 12/5/2012 Question #1: What approach would your firm take for an immersion process to rapidly get up to speed on VLMD initiatives, build relationships with current vendors, align with the Commission on Special Events and take a leadership role with the VLMDAC? •MKT Vail’s experience spans more than 25 years across the U.S., North America and most global markets in both agency and client-side environments •MKT Vail’s broad experience across the spectrum of marketing and geographic expanse has been characterized by bold executive management with a record of high achievement in high-performance environments •Direct high performance event experience: Paris-Dakar Nissan promotions director for 4 years, led Polaris’ 50th Anniversary celebration in 2004, led Nissan Motor Show exhibitions and promotions across Europe (Paris, Geneva, Frankfurt), re-engineered Vail’s Snow Daze, SBTV and other events to current successful models, introduced Vail Family Holidaze to Vail, 100’s of Nissan, Polaris, and Vail Mountain events, led BMW’s winter driving school, led the Stanley Cup’s tour across Minnesota on Polaris snowmobiles, et. Al. •Brand leadership experience includes: Vail Mountain, Polaris Industries, 12 years with Chiat/Day advertising leading the global Nissan Account, numerous divisions of Novartis, Wrangler Jeans, Apple Computer, Procter & Gamble, Coca Cola Foods Divisions, BMW, Volvo, Jeep, Camino Real Hotels, and management of a start up technology company, PeoplePC Inc., across Europe and Asia •Graduate of the AAAA Leadership program, and the GE modeled Polaris Leadership Development Program (a year- long MBS-style immersion-in-business leadership program) •MKT Vail is passionate about the power of brands - at the same time expert in channel and retail understanding and the transactional space and what it takes to get the 4 Town of Vail | 12/5/2012 Question #2: What experience have you had with other clients that prepares your firm for this challenge? In 2008, while in the midst of a new brand positioning launch and accompanying ad campaign, the U.S/International economic meltdown transpired. It soon became clear that not only was this new positioning not well positioned, but that just driving revenue and bookings was going to be a challenge. Equally, community confidence was vulnerable. The role of marketing, planning and guiding the brand in particular was urgent. The resulting strategy was two-fold: 1) The fast development, funding and deployment of ‘Vail All The Love’ to shore up the transactional aspect, immediately appeal to the Front Range, and at the time overcoming lingering Front Range negative perception 2) The re-thinking of the core Vail brand through a process of introspection, examination of history and a focus on clarity of core values, personality, and customer sentiment led to a new positioning still employed four years hence, and now an integrated year-round Vail brand representation. Subsequent research in winter and summer has validated its efficacy and continued resonance with guests 5 Town of Vail | 12/5/2012 Question #3: What is your best success story in strategic brand planning? Example One: Vail Mountain Brand Throughout the 1990s, Nissan in Europe was viewed as generic Japanese, cheap, lacking personality and real engineering sense or know-how. Market share varied between 3-6%, dealers were not profitable, with low brand and guest sat ratings. As GM of the Nissan Europe account for TBWA Chiat/Day, we were put on notice by Nissan to revive the brand or lose the business. I partnered with Adam Morgan, a brilliant Account Planner and now head of Europe’s leading brand consultancy, to re-invent the brand. Based out of year long war-room, we embarked first on a deep intense dive into Nissan’s history as a company – its belief system, its sacred tenets, its innovative past – and began a process of articulating this narrative across qualitative focus groups across 7 European countries. At the heart of Nissan was an intensely passionate engineering company, formed in the 1920s, with a belief system and culture equal to the great European brands. The result, in spite of the image, were cars that arguably drove better and handled better then most non-European products in Europe. Our insight – improving the performance not of the car, but of the driver. The agency then needed to express it in a way that connected with hardened European consumers, and rallied the equally embittered dealer and customer channels. 6 Town of Vail | 12/5/2012 Question #3: What is your best success story in strategic brand planning? Example One: Nissan Europe 7 Town of Vail | 12/5/2012 •Designed to Improve Your Performance – winner of European Grand Effie – 2000 •Market share growth of nearly 25% in its first full year of airing •Ran in 27 countries in approximately 30 languages •Best of Both Worlds: Seasoned high-performance skill sets tested nationally, globally, and locally, with nimbleness, hunger, desire and, above all, passion for the assignment that cannot be faked •Hit the Ground Running: Relationships, knowledge of the landscape, personal investment in the brand, the community, and our prospects – I’ve never stopped working for Vail •360 Degree View: VLMDAC relationship and role, information services relationship, history, community ties , track record of having worked to facilitate a town-mountain-brand formula that’s fought hard and won for years with lots of upside ahead •Connected: Vast events and promotional experience, vast knowledge of brands and clients, operational excellence, the structure of big-agency processes and planning with the nimbleness and hunger of a small, invested and committed member of the community •Trust : We’ve spent three months together taking the CSE’s performance and role to even high levels , sweated and fought for the brand and the community, and developed a trustworthiness based on mutual accountability, learning and results •Commitment: MKT Vail is personally invested in the CSE’s mission and that of Vail overall. I love Vail, I live in Vail, being here and working on behalf of Vail is a dream job 8 Town of Vail | 12/5/2012 Question #4: Why is your firm the best choice? Thank You! MKT Vail Adam Sutner 9 Town of Vail | 12/5/2012