HomeMy WebLinkAbout11. SITE MarketingQ12019Report SITE Marketing
VLMDAC 1st Quarter Report
April 11, 2019
The following report highlights SITE Marketing’s work and accomplishments over the first Quarter of
2019 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 VLMDAC and Vail Summer. Below outlines SITE’s specific
involvement:
• Budget Re-Allocation and Incremental Request (45 hours)
• Coordination of meetings, involvement in partner meetings to discuss and determine re-
allocation and incremental recommendations.
• Building presentations for VLMDAC and Town Council. Analyzing the budget changes
and developing stats/percentage changes from original and YOY. Ensuring VLMDAC
representatives have speaking notes and other back-up materials for the presentation.
• Attendance at Town Council meeting.
• Working with partners and Carlie to update the budget vendor spreadsheet to
accurately reflect the changes.
• Destination & Front Range Traditional Media Plan (60 hours)
• Planning, development and execution of the Destination and Front Range markets’
traditional media plans; including management of media agency, multiple meetings
discussing media strategy/audiences, budget allocations, and tactics to ensure our goals
and objectives in the markets and by persona are achieved.
• Executing the re-allocation and incremental media budget and plans
• Responding to traditional media inquiries regarding advertising
• Branding & Creative Development (50 hours)
• Working closely with Cactus and Satchele on the creative development of video/spot and event 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.
• Ensuring the spots contain the correct information (event details, call to action, etc).
• Involved in print ad production process, updates to copy/call to action.
• Kick off of out of home creative & production with Cactus.
• Ongoing review and feedback on all digital creative materials
• Ensuring television spots are trafficked appropriately and on deadline
• Program Guide Advertising - Working with Mat to ensure we have deadlines and specs.
Working with Cactus to develop/produce appropriate creative by persona per program
guide; managing production schedule; submitting creative by deadlines.
Videography (25 hours)
• Assisting Deadline Motion with the development of their 2019 Scope of Work/Contract.
Ensuring that the projects needed by the VLMDAC are captured in this agreement, and
the defined Scope Of Work addresses priorities given budget parameters.
• Discussions with Satchele & Vail Mountain Marketing regarding social video pieces and
development of one large scale piece.
Photography (4 hours) – Coordination with Jack Affleck on the development of his 2019 Scope
of Work/Contract. Ensuring that the projects needed by the VLMDAC are captured in this
agreement given budget parameters.
Asset Management (15 hours) – Development of the robust Summer Tool kit, gathering of all
the assets, organizing, uploading, communicating with stakeholders, managing distribution.
Meeting Presentations & Attendance (25 hours)
• Developing the January, February, March 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 Lodging Meeting
• Attendance and participation at Lodging Meeting
Collateral Projects (2 hours) – Discussions around the Vail Hike/Bus to Hike collateral piece.
Working with agency on estimates.
Retail Plan (3 hours)- Monitoring occupancy levels and involved in development/discussions
around need time retail initiatives.
Summer Email Program (2 hours)– Working with Vail Marketing team on their development of
the summer email calendar, audience targets, content/message outline and images.
Air Marketing Coordination (4 hours)
• 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.
Teen Persona Development (2 hours)- Meeting attendance and involved in discussions with the
Vail Mountain School “teen research” project.
Burton US Open (5 hours) – ensuring assets delivered for Burton US Open; many many follow
ups with Burton to ensure asset and spot delivery.
Vail Valley Foundation Event Discussions (7 hours) – Numerous emails and in person
discussions regarding the VVF’s events and VLMDAC’s support of these events; including the
new Whistle Pig concert series.
Review of Burke Brand Research project (1 hour) – involved in discussions around approach for
2019 Burke Brand Research
Account Services - (40 hours)
• 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; ongoing consultation and advising regarding various VLMDAC
matters; developing monthly VLMDAC agendas,
• 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 has hired an assistant, Maggie Meek, to assist as needed on projects and
attend monthly VLMDAC meetings as needed and/or when Meggen cannot attend.
Maggie attended the January and February VLMDAC meetings.