HomeMy WebLinkAbout4. Marketing Checklist Detailed 01-13-13Vail Commission on Special Events – DRAFT 1/3/13
2013 Events Plan
Marketing Checklist
Event are categorized into three tiers as follows:
Tier 3: Iconic Events, requiring little guidance except possible enhancement suggestions. Event Producer
is still required to submit marketing checklist. These are events such as Bravo, Dance Festival, Snow
Daze, et. Al. In particular, branding organization needs to be approved by TOV in all cases.
o While these events must passively comply with all gates, these entities will only be
monitored via their submission of the marketing checklist prior to the event date
Tier 2: These are events that we want to monitor, hold to marketing checklist guidelines and help to
provide improved marketing overall with special attention to key gates such as their community
integration plan (Soul Fest, Volleyball, Kids Adventure, Farmers Market et. Al. .)
o Must comply with gates in real time sufficient according to their production schedules
to allow the TOV to impact and interject with changes or alterations
Tier 1: Simple Events characterized as so by receiving $5,000 or less- no significant staff time will be
spent, but will be required to submit marketing checklist (Colorado Grand, Fly Fishing, Kayak Demos)
o While compliance with the stated gates on the checklist, we will ask these producers to
supply a marketing summary as is reasonable in terms of detail and timing
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 and alignment 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
a. Look, feel, tonality
b. Role of logo usage
c. Production values
d. Signage, POS and other materials
e. Cleanliness, general operations
f. Photo and video usage guidelines
g. Liaison will be via a CSE and/or VLMDAC representative
5. Marketing strategies and top line plan
a. Ticket Sales and Registration call to action and goals (ie. Flash sales, packaging, promos)
b. Request attendee lodging information at event registration and/or packet pickup. Event
producer to tally and provide deliver data
6. In particular, their community engagement plan
a. Effective communication once guests are in Vail
b. What, When, Why and How
c. Stakeholders: businesses, lodges, Community info center(s) and personnel, and residents where
appropriate
d. This process is required prior to event execution
7. Appropriate calendar communication and integration
a. TOV assets
b. Welcome Centers
c. Vail Marketing assets; social media, Vail.com, and other communication channels
d. Hotel/Merchant/Restaurateurs/Hotel Concierges
e. MYPR
f. Vail Daily
8. SITE Marketing
a. Producers will be furnished with contact names and processes for each
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