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Home My WebLink About04a. VLMD 1st Supplemental Request P / 1 VAIL LOCAL MARKETING DISTRICT/ SUPPLEMENTAL FUNDS REQUEST MEMO TO: VAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL / FROM: CACTUS COMMUNICATIONS / DATE: FEBRUARY 27, 2020 SUBJECT: VAIL LOCAL MARKETING DISTRICT | SUPPLEMENTAL REQUEST This memo serves to outline additional supplemental requests that have been identified after the Town Council’s annual budget approval. These additions reflect a right sizing of the budget to accommodate needs due to new initiatives such as data capture and the website, as well as additional assets that support the goals set forth by the VLMDAC. Social Channel Strategy and Development: $10,850 In past the VLMD had relied on Vail Mountain's social channels. With DiscoverVail.com, we are creating all new social channels for our marketing efforts. The social presence is to complement and raise awareness of DiscoverVail.com Destination website, specifically to gather data on our guests to re-target them in SalesForce.  Content Strategy including objectives, competitors, profile SEO, visuals, voice, audience, etc.  Posting Guidelines including captions, hashtags, geotags, giveaways  1:1 Deep Dive Consultation  Engagement Management  Targeted Outreach: audience targeting, commenting and direct messaging  Gathering User-generated content: gathering related posts, tagged stories and collecting content  Monthly analytics report, KPIs will be created for measurement of goal achievement Event Activation: $4,000 One time expense of tent and materials to activate at events, including Burton US Open, GoPro Mountain Games, etc. P / 2 VAIL LOCAL MARKETING DISTRICT/ SUPPLEMENTAL FUNDS REQUEST MEMO Trip Giveaway Sweepstakes: $6,000 The giveaway objective is to collect guest data and bring awareness to DiscoverVail.com  1x Summer trip for 2 to Vail given away this spring. Giveaway will be promoted at Burton US Open, Spring Back to Vail, Powabunga and as part of a social contest  1x Fall trip for 2 to Vail given away this Summer. Giveaway will be promoted at GoPro Mountain Games and as part of a social contest Wifi Gating: $20,400 Aislelab WiFi Gating and Heat Mapping capabilities for Vail Free WiFi to collect guest data and understand their movement throughout town and target them with guest journey emails. MailChimp Email Subscription: $3,000 SalesForce is the tool for collecting data but it's not set up to easily manage customized emails for the guest journey. This subscription will allow email data to be pulled in from SalesForce to deploy emails through MailChimp. Mountain Travel Symposium: $3,841 The Mountain Travel Symposium will be held in Vail in 2021 which will be announced at the end of the 2020 MTS with a Vail promo video, featuring summer in Vail. We will also be providing DiscoverVail.com branded picnic blankets. Air Marketing Videos: $4,435 6x air marketing videos including versions for the new Chicago non-stop. Includes:  Edit for 6 total spots (:15 and :30 for Dallas, :15 and :30 for Houston, :15 and :30 for Chicago) with new end cards with DiscoverVail.com URL  Voice Over recording session and studio time  Voice Over talent, broadcast and online use fee for one year (3/2020-2/2021) Event Videos: $6,250 P / 3 VAIL LOCAL MARKETING DISTRICT/ SUPPLEMENTAL FUNDS REQUEST MEMO 13x event videos including 6x :15 Culinary, 3x :15 Outdoor, 3x :15 Culture and 1x Oktoberfest with new end cards with DiscoverVail.com URL. Includes:  Edit for new end cards with DiscoverVail.com URL  Voice Over talent, broadcast and online use fee for one year (3/2020-2/2021) Brand Video: $7,398 Additional production costs for the :60, :30 and :15 Find What Moves You Brand spot Includes:  Talent use fee for :30 and :15 cut downs from 3/2020 through 9/2020 for 4 on-camera talent  Additional editing costs for :60, :30 and :15 Boomer Videos: $3,288 3x Boomer videos including :15 Early Season, and :15 and :30 Fall with new end cards with DiscoverVail.com URL. Includes:  Edit for new end cards with DiscoverVail.com URL  Voice Over talent, broadcast and online use fee for one year (3/2020-2/2021) Active Professional Video: $2,563 New :15 Active Professional spot. Includes:  Voice Over recording session and studio time  Voice Over talent, broadcast, industrial and online use fee for one year (3/2020-2/2021) Campaign Layout Edits: $7,875 Updates to VO and layouts to accommodate the pending Vail Mountain approval of brand creative treatment. Includes:  Voice Over recording session and studio time for new ending to 20 videos  Updated layouts adding back in the bug and LNOE to materials that have media due dates after March 30. P / 4 VAIL LOCAL MARKETING DISTRICT/ SUPPLEMENTAL FUNDS REQUEST MEMO B-roll Video: $3,000 B-Roll asset to include footage for community wide partners/media/events, etc. to access to enhance their marketing efforts and the overall promotion of Summer in Vail.  Development of a 4-minute B-roll asset Lodging Booking Platform: $24,010  Booking platform for new DIscoverVail.com website using Book Direct. This includes the one time set up fee and yearly contract. Vail.com / DiscoverVail.com Content Audit / Entry: $5,010  Contract with Katie Kukar for content audit and entry SUB TOTAL: $110,000 Cactus Reallocating of Media Funds: -$15,000 Reallocation of media funds to cover some unforeseen expenses TOTAL: $95,000