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Home My WebLink About04b. VLMD 2020 Supplemental Request BreakdownVLMD 2020 Supplemental Budget Request 2.27.2020 Project Description Details Responsibility/ Vendor Professional Services One-time Setup Fee Direct Expense Subscriptions Paid Media TOTAL Notes Social Strategy Development $650 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 Natif Creative - Kinsey Streib $650 $650 Social Channel Development: Engagement, Outreach, Calendar and Scheduling $10,200 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. - 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 - Calendar planning, caption, media, hashtags - Post Scheduling: Daily posts and 2x/week Instagram story - Contract March through September 2020 at $1,700 /month Natif Creative - Kinsey Streib $10,200 $10,200 Event Activation: Awareness and Data Aquisition $3,790 The first event will be at Burton US Open, a few days before the planned launch of the website, followed by GoPro Mountain Games in June. - 10x10 branded tent and sides TOV $1,790 $1,790 - Additional tent elements to transform the tent into a summer immersion experience including turf grass, small picnic table, etc. plus charging station to keep sign up Ipads charged and for guest use TOV $2,000 $2,000 Trip Giveaway Sweepstakes $6,000 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 giveaway - Free trip to Vail for two this summer including air, lodging, gondola passes, etc. as needed TOV $3,000 $3,000 1x Fall trip for 2 to Vail, promoted at GoPro Mountain Games - Free trip to Vail for two this fall including air, lodging, gondola passes, etc as needed TOV $3,000 $3,000 WIfi Gating $18,700 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 Feb - Dec $1,700/mo Aislelab $18,700 $18,700 $0 MailChimp Subscription $3,000 VLMD 2020 Supplemental Budget Request 2.27.2020 Project Description Details Responsibility/ Vendor Professional Services One-time Setup Fee Direct Expense Subscriptions Paid Media TOTAL Notes 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 and then deploy emails through MailChimp $300/month (x10 months)MailChimp $3,000 $3,000 $0 Mountain Travel Symposium $3,841 Video featuring vail in the winter, weaving in summer at the end of the video. To cover summer components of the video. Steep $760 $760 DiscoverVail.com branded blankets - 200 total quantity TOV $3,081 $3,081 Air Marketing Videos $4,435 6x air marketing videos including new version for new Chicago non-stop. Includes new end cards with DiscoverVail.com URL and 1 year usage for VO talent - Edit for 6 total spots (:15 and :30 for Dallas, :15 and : 30 for Houston, :15 and :30 for Chicago) Steep $1,500 $1,500 - Voice Over recording session and studio time Cactus $450 $450 - Voice Over talent, broadcast and online use fee for one year (3/2020-2/2021) Cactus $2,485 $2,485 Event Videos $6,250 13x event videos including 6x :15 Culinary, 3x :15 Outdoor, 3x :15 Culture and 1x Oktoberfest with new end cards with DiscoverVail.com URL and 1 year usage for VO talent - Edit for new end cards with DiscoverVail.com URL Steep $2,800 $2,800 - Voice Over talent, broadcast and online use fee for one year (3/2020-2/2021) Cactus $3,450 $3,450 Brand Video $7,398 Additional production costs for the :60, :30 and :15 Find What Moves You Brand spot - Talent use fee for :30 and :15 cut downs from 3/2020 through 9/2020 for 4 on-camera talent Cactus $1,610 $1,610 - Additional edit costs for :60, :30 and :15 Cactus $5,788 $5,788 Covers $5,788 of previously signed estimate ($19,287.50) Boomer Videos $3,288 VLMD 2020 Supplemental Budget Request 2.27.2020 Project Description Details Responsibility/ Vendor Professional Services One-time Setup Fee Direct Expense Subscriptions Paid Media TOTAL Notes 3x Boomer videos including :15 Early Season, and :15 and :30 Fall with new end cards with DiscoverVail.com URL and 1 year usage for VO talent - Edit for new end cards with DiscoverVail.com URL Steep $700 $700 - Voice Over talent use fee for one year Cactus $2,588 $2,588 Active Professional Video $2,563 New :15 Active Professional spot - Voice Over recording session and studio time Cactus $1,125 $1,125 - Voice Over talent use for one year for broadcast, industrial and online use Cactus $1,438 $1,438 Campaign Layout Edits $7,875 New VO recording session and studio time to replace "Vail. Like Nothing on Earth. VO with alternative option. - Voice Over recording session and studio time for new ending to 20 videos Cactus $3,375 $3,375 Note that this is included in hope that Vail Mountain agrees to the use of the Vail Mountain Brand and LNOE in Vail Summer efforts. Updated digital layouts adding back in the bug and LNOE to materials that are delivered prior to March 30. - Updated layout and animated banners - Updated end card and final brand spot edits Cactus $3,500 $1,000 $4,500 B-roll Video $3,000 Updateing B-roll with new content -Development of a 4 minute 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. Steep $3,000 $3,000 Lodging Booking Platform $24,010 Initial set up fee for Book Direct lodging website integration Book Direct $5,010 $5,010 Yearly subscription for Book Direct lodging website platform Book Direct $19,000 $19,000 Vail.com / DiscoverVail.com Content Audit/Entry $5,000 Contract with Katie Kukar for content audit and entry Website Content: - Ongoing Audit of vailsummer.com general content with emphasis on events and cross linking to DiscoverVail.com when appropriate - On-going audit of discovervail.com for errors, linking, content quality and quantity, making content, image, video updates - Lodging outreach for property photos and content approval – outside of VCBA Katie Kukar $5,000 $5,000 SUB TOTAL $110,000 VLMD 2020 Supplemental Budget Request 2.27.2020 Project Description Details Responsibility/ Vendor Professional Services One-time Setup Fee Direct Expense Subscriptions Paid Media TOTAL Notes Cactus Reallocating of Media Funds -$15,000 Cactus can re-allocate media funds to cover some of these unforseen expenses -$15,000 TOTAL SUPPLEMENTAL REQUEST $95,000