HomeMy WebLinkAbout07. SITE1stQuarterReport2021
SITE Marketing
VLMDAC 1st Quarter Report
April 7, 2021
The following report highlights SITE Marketing’s work and accomplishments over the first Quarter of
2021 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:
➢ Destination & Front Range Traditional Media Plan (20 hours) -
• Worked with Emico to develop Destination and Front Range media plans. Extensive
back and forth discussions in order to finalize all media buys, budget, timing, personas.
• Coordination with Cactus to align traditional plans with digital plans.
➢ Strategy, Branding & Creative Development (35 hours) -
• Ongoing planning with Cactus regarding creative development needs and production
timeline for 2020.
• Confirmed creative assets needed, deadlines, specs and all details to create complete
traffic/production document for Cactus/Steep/SITE/EMICO to follow.
• Worked with Cactus & Steep on updating existing spots with fresh (COVID friendly)
footage.
• Participated in Partner’s Branding & Belief meeting, discussions and follow-ups.
• Participating in discussions regarding 2021 Goals, making appropriate recommendations
to Board. Updating Goals with supplemental budget.
• Attending monthly partner meetings, discussions around data systems.
➢ Supplemental Plan & Budget (25 hours) –
• Worked closely with Cactus and Liz to develop the Supplemental Budget request, with
memo/presentation to Town Council.
• Meetings and discussions with Partners, Liz/Mia to discuss supplemental budget and
plan strategy, tactical recommendations/rationale and budget levels.
• Provided budget figures/estimates for Level A and Level B supplemental.
• Assisted Liz in budget categories, ensuring YOY comps are correct.
➢ Summer Events (7 hours)
• Kicked off the Summer Event Producers Meeting with Cactus, MYPR and TOV to
determine content, timing and next steps.
• Created and distributed the presentation outline/shell for partners to populate for late
April event producers meeting.
• Discussions around event marketing strategy….possibly updating existing event spots
and/or creation of new “general” event spot.
➢ Summer Tool Kit (1 hours)
• Gathered new images for Liz to include in Summer Tool Kit.
➢ Photo/Video (5 hours) -
• Worked with Steep to ensure their 2021 Scope of Work document accurately outlined
the work and budget allocations.
➢ Meeting Presentations & Attendance (30 hours) -
• Developed Agendas for January, February and March VLMDAC meetings.
• Developed the January, February and March 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 Liz & Mia prior to submission to the board.
• Attendance and participation at January, February and March VLMDAC board meetings
➢ Account Services - (20 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.
• Finalized SITE Marketing’s Contract and Scope of Work for 2021
• Updated SITE’s contract with Supplemental Addendum for 2021 based on approved
budgets from VLMD.
• Utilizing long standing experience and history with the VLMDAC by providing assistance
and guidance to Liz/Mia; ongoing consultation and advising regarding various VLMDAC
matter
➢ Website/Data Management Project (30 hours)
• Writing content for Super Boomer Landing page and 5 associated articles.
• Writing content for Family Landing page and 7 associated articles
• Gathering image assets for Super Boomer and Family landing pages and articles for
website
• Kick off and status website project meetings/email discussions
➢ COVID-19 Planning (10 hours)
• Read, attended Webinars, etc. to keep up to date on COVID-19 and specifically how
impacting travel.