HomeMy WebLinkAboutBudget and Marketing Plan VJF 20191
The “7S” Model FY 2019 YTD Financials
2
The “7S” Model Operating Reports: Development
Revenue to Provide Resources for
“Perpetuating Jazz with a Focus on Young Musicians and Young Audiences”
Tickets Donors /
Foundation
Sponsors /
Advertising
In-Kind
Donations
FY 2019 FY 2018
FY Budget: $1,182,852 $923,533
YTD Receipts: $ 703,528 $664,293
FY Forecast: $1,048,324 $880,718
3
The “7S” Model Operating Reports: Development
Tickets Donors /
Foundation
Sponsors /
Advertising
In-Kind
Donations
DEVELOPMENT TEAM
•Amanda Blevins: Director of Development
•Brittney Wong: Development Manager
•Mary DiLuccio: Administrative Coordinator
FISCAL YEAR 2019 DEVELOPMENT PLAN
•Focus on Increasing Donations from Individuals the largest growth
opportunity
•Increase Grant Writing
•Continue Sponsorship and In-Kind Efforts. Greater cash impact than previous
years and major impact from budget relieving in-kind contributions
•Focus on retaining advertisers from prior years and growing them to sponsors
•Expand donor activities and events to build enthusiasm for Vail Jazz
4
The “7S” Model 6. Operating Reports: Development
5
Tickets Donors /
Foundation
Sponsors /
Advertising
In-Kind
Donations
2019 DEVELOPMENT HIGHLIGHTS
•Multi year giving agreements: 3 years committed underwriting of VJ Goes To School @
$10,000/year; 5 years committed underwriting of Workshop @ $60,000/year
•Sponsorships + Advertising grew from $91,650 to $145,301
•18 New Hosted Donor Activities
•Donors at $10k and above grew from 16 individuals to 24
•In-kind Donations grew from $117,000 to $270,000
•Customized Donor appeals delivered: CO Gives Day, End of year, Spring Appeal, VJGTS,
25th Anniversary appeal
The “7S” Model 6. Operating Reports: Development
6
Tickets Donors /
Foundation
Sponsors /
Advertising
In-Kind
Donations
The “7S” Model 6. Operating Reports: Development
Tickets Donors /
Foundation
Sponsors /
Advertising
In-Kind
Donations
7
75 Companies
And Individuals
Estimated
Value
> $270,000
($117,000 in 2018)
The “7S” Model 6. Operating Reports: Development
Tickets Donors /
Foundation
Sponsors /
Advertising
In-Kind
Donations
8
FY 2019
Committed
Value
> $145,000
(versus $115,000 Budget
& 2018 @ $91,650)
The “7S” Model Demographics for Marketing for Development
Tickets Donors /
Foundation
Sponsors /
Advertising
In-Kind
Donations
FISCAL YEAR TO DATE
•270 Individual/Foundation Donors
•Average Donation = $1,972
9
169
38
17
46
0
50
100
150
200
$100+$1,000+$2,500+$5,000+
Number of Donors
$39 $41 $48
$405
0
100
200
300
400
500
$100+$1,000+$2,500+$5,000+
Value by Donor Group ($000)
The “7S” Model Operating Reports: Marketing Plan
•Marketing is a cross-
departmental function,
serving development,
education, the festival,
and the business
•Hub and spoke model:
Meghan executes
projects through team of
contractors and vendors
•Board and staff support
through strategic
direction, administrative
support, and organic
marketing
The “7S” Model Operating Reports: Marketing Plan
11
•Print media continues to be a major focus and has been effective at reaching our current
audience. (Article placement in summer has been more difficult versus winter with change
in Vail Daily Entertainment Editor)
•Digital media - Organic, in-kind, and budgeted advertising campaigns in flight
•25th Anniversary Branding - Program, banners, posters, mailings, ads, digital
•Efforts hurt during much of summer season due to vacant Marketing Manager position and
our response/flexibility to current conditions was impaired
•Major initiative in “off season” to create comprehensive plan for 2019/2020
11
Digital Media
•Weekly E-mail
•Social Media - Facebook
organic posts and boosted,
IG posts w/ boost, YouTube
channel
•Google adwords campaign
via grant (Intellitonic)
•Google Display Network
•Audience retargeting
•Native blog
Print Media
•Program Book
•Vail Daily: Ad every day of
Festival + Articles
•Vail Weekly: Full page every
week + Articles
•Downbeat Mag, Mountain
Living, Vail Valley Mag, BC
Mag, GIVE Mag
•Lionshead banner
•Posters & rack cards
Other
•Direct mail: gala, Festival,
VJP, locals
•Donor appeals: segmented
(new!) for year-end & spring
•Group sales
•Cross marketing w/ local
non-profits, front range
businesses
•KUVO, CPR, PBS, Comcast,
KZYR, TV8
$30,000 Budget $27,000 Budget $11,000 Budget
The “7S” Model Marketing
The “7S” Model Marketing