HomeMy WebLinkAbout12. SITE MarketingQ22019Report SITE Marketing
VLMDAC 2nd Quarter Report
July 9, 2019
The following report highlights SITE Marketing’s work and accomplishments over the second 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 Marketing’s
specific involvement during this time period:
$150K Incremental Request (40 hours) -
• Provided strategic leadership with regards to additional $150K incremental dollars;
discussions with partners, airline/Gabe’s input, suggestions on “teen event” process,
revisiting “big ideas”, preparing and building slides for April presentation.
• Ultimately, tabling the request and recommendations until further notice as directed by
VLMDAC board.
Destination & Front Range Traditional Media Plan (50 hours) -
• TV Media Plan – finalizing all buys/flights, etc. for Destination & Front Range TV
schedule.
• Distribution of detailed flight to the board, along with supporting presentation of
overview at May meeting.
• Billboards – Reviewed proposals, finalized and executed OOH buy with Emico & Gabe.
Reviewed, provided comments and finalized OOH creative with Cactus, Mia, Gabe.
• Compiling detailed instructions for TV trafficking directions for various markets,
personas, spots, ensuring spots are delivered on deadline, following up with any issues.
• Responding to traditional media inquiries regarding advertising
Branding & Creative Development (50 hours) -
• Ensuring the spots contain the correct information (event details, call to action, etc).
• Advising on Vail Film Festival support for this year.
• Ongoing review and feedback on all digital creative materials
• Ensuring television spots are trafficked appropriately and on deadline
• Delivering several program guide ad creative (Vail Dance, Vail Jazz, KAG, Gourmet on
Gore, Vail LAX, :30 spot for GoPro Mountain Games)
• Internal meetings/review/feedback on the 2020 script direction in preparation for
presentation to the board. Discussions around photo/video execution of these scripts,
providing feedback/thoughts.
2020 Strategic Plan & Budget (20 hours) –
• Kicked off the 2020 planning and budgeting process with Mia; providing strategic
leadership and recommendations for Board Retreat – agenda, goals/objectives,
preparing materials with suggestion that Cactus “facilitate/lead” the retreat.
• Requested budget parameters (details) and timeline from Mia so we have clear
direction and understand deadlines.
• Initiated/Coordinated Partner 2020 Planning session, working with Mia/Cactus to draft
agenda.
Retail Plan (20 hours) -
• Ongoing review of Summer Destimetrics occupancy reports; leading strategic discussion
around need time periods.
• Coordinating recommendations from various partners to present to Board to address
need times.
• Ultimately, finalizing and implementing an incremental retail plan including traditional
radio, digital radio and SEM to impact mid/late June with Vail Marketing, MYPR, Cactus
and Emico.
• Coordinating & reviewing creative message for the retail plan
• Verification/discussions to align on the retail messages post “Book By June 1st” to ensure
offer is valid for most of summer and is compelling.
• Monitoring results of retail efforts to determine if we moved the needle.
Summer Email Program (15 hours) -
• Many more phone and email discussions and consultations with Mia, Vail Marketing,
Cactus and board members regarding Vail Marketing’s summer “VLMDAC” email efforts.
• Reviewed, collected and provided feedback/ comments on Vail Marketing’s May, June
and July email sends.
• Many discussions regarding Paid email efforts and if those should be expanded further
through Cactus’s efforts. Discussions and exploring call to action and database
collection options through these paid efforts.
Photography & Videography (25 hours) -
• Drafted initial recommendations for “tactical/event” photo and video asset capture.
Reviewing with Cactus to formalize the recommendations and present to Mia/Board.
• Discussion with VVF on “music” opportunities to capture, understanding what we are
able to access/shoot parameters.
• On-going discussions with Jack/Satchele on executions of these shots; reviewing shots
as they are captured to ensure we are achieving objective.
• Requested from Cactus a “photo/video” direction one-sheet to be distributed to
event/other partners should they like to align with our look & feel.
• Ensuring VVF assets are captured with direction from Cactus this year for future.
Event Partnerships & Alignment (15 hours) -
• Meeting/email discussions with VVF regarding Whistle Pig event & marketing efforts.
• Several meetings/email discussions with Bravo! Vail regarding aligning marketing
efforts. Working directly with Bravo! Marketing group to provide photo and video
assets to showcase at the Ford Amphitheater during shows.
• Advocating and communicating with VLMDAC partners and photo/video vendors
regarding the unique “music” events/messages taking place this summer to feature in
social media, email, website, PR.
• Communications with events being supported by VLMDAC; providing detailed media
schedule for distribution to each event producer.
Meeting Presentations & Attendance (75 hours) -
• Developing and communicating Agendas for April, May and June VLMDAC meetings.
• Developing the April, May and June monthly VLMDAC presentations; coordinating
(often following up to acquire) content submission from partners, editing content,
proofing content, correcting formatting issues, re-working content, reviewing and
finalizing presentation with Mia prior to submission to the board.
• Attendance and participation at monthly VLMDAC board meetings, with Maggie Garner
attending the June meeting as SITE Marketing representative
• Event Producers meeting – Created complete Power Point presentation showcasing the
Summer Strategies, Creative, Tool Kits, etc. and presented at the Event Producers
Marketing meeting.
• VBCR Res Agents meeting - Created complete Power Point presentation showcasing the
Summer Strategies, Creative, Events, etc. and presented at two separate On-Line
meetings with the reservations agents.
• Vail Chamber meeting - Created complete Power Point presentation showcasing the
Summer Strategies, Creative, Tool Kits, and presented at the Vail Chamber June
meeting.
• Discussions with Mia around Community Wide Summer Launch
Account Services - (25 hours) -
• SITE Marketing’s work ethic means we are never out of reach; with 24/7 access to the
primary contact and on-going communication. SITE (Meggen) responded to 50 emails
while on “vacation” in Europe in June to ensure critical projects continued to move
forward and nothing fell through the cracks.
• Bi-Monthly one on one meetings and ongoing communication with Mia regarding “all
things VLMDAC”.
• One on one meetings with board members: Jana Morgan, Esmarie and Amy Moser
Harrison. Providing history & overview of strategies, personas, partners’ roles,
gathering input/feedback, providing insights and answering questions.
• Utilizing long standing experience and history with the VLMDAC by providing assistance
and guidance to Mia; ongoing consultation and advising regarding various VLMDAC
matters
• SITE Marketing’s assistant, Maggie Meek, is available as needed for projects and to
attend monthly VLMDAC meetings as needed.
Asset Management (10 hours) –
• Continued distribution of assets in response to requests, updates to Summer Tool kit.
Collateral Projects (2 hours) – Email discussions to determine holding off reprinting Vail
Hike/Bus to Hike collateral piece at this time.
Summer Master Calendar (15 hours) -
• Gathering content; review/editing process with Matt & Mia, publishing, coordination
electronic distribution, continual updates and distribution.
Air Marketing Coordination (2 hours) - Ensuring that air landing page is aligned with Gabe’s
recommendations.
Additionally, SITE Marketing has provided assistance, expertise and recommendations for the
following projects that are not currently outlined in our existing 2019 Scope of Work:
Vail.com Website (5 hours) -
• Provided a review and comments to Mia regarding the Vailsummer.com content,
flow/navigation, etc. to make summer website a better/stronger experience.
Mexico Creative (7 hours) -
• Reviewed Mexico creative, providing robust direction and selection of image options,
back and forth with Sylvia/Mia/Cactus to confirm and finalize ad creative.
Social Video (10 hours) -
• Reviewed organic social video schedule/calendars/subjects, providing feedback and
thoughts to Vail Marketing/Deadline Motion. Expressing concerns in longer format
timing and expanding subjects of short videos to capture other subjects/events, etc.
• Providing feedback to Satchele & Vail Marketing regarding social videos.
Brand Photo Shoot (2 hours) -
• Review of brand asset photo/video recommendations, timeline, shot locations;
providing feedback and comments.
Influencers (7 hours) -
• Providing feedback with MYPR on additional potential influencers.
• Research/discussion regarding the Art in Public Places & Montague art/influencer
project with various partners, Mia, Molly, Montague influencers. Several conference
calls and email discussions to determine if the VLMDAC should allocate funds, where
funds would come from; making a recommendation to board; following up with
direction not to support
Research Projects (3 hours) -
• Involved with discussions around timeline and approach for 2019 Burke Brand Research
• Attended internal presentations on Destination Qualitative Research, reviewed,
provided comments through process leading up to Board presentation.