HomeMy WebLinkAbout05. SITE Marketing 2nd Quarter Report
SITE Marketing
VLMDAC 2nd Quarter Report
June 26, 2020
The following report highlights SITE Marketing’s work and accomplishments over the second Quarter of
2020 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:
➢ COVID-19 Planning (45 hours)
• Participated in MANY meetings to discuss impacts of COVID-19 and determine how our
plans/messaging/media/targets/budgets should shift as a result. With the situation
changing daily, the conversations are on-going and plans continue to shift/change with
new developments.
• Read, attended Webinars, etc. to keep up to date on COVID-19 and specifically how
impacting travel.
• Continued process of budget reductions at various levels, working with partners, Mia/Liz
on reductions at various levels, finalizing budget at the crisis level.
o Budget Spreadsheet – Ensuring the Crisis Level Budget is approved and numbers
are all reflected accurately with correct vendor line items and types of expenses
reflected. Several discussions with partners, Liz and Carlie confirming.
• Continued shifts in strategy, tactics and timing given the always changing situation
• Attended Eagle County Marketing Task Force meetings; coordinating alignment with
visual assets (from VLMDAC) and our campaign “tone”.
➢ Destination & Front Range Traditional Media Plan (25 hours) -
• Completely revised the Traditional Media plans, with several iterations created as
budgets shifted and priorities/markets shifted.
• Coordinated with Cactus to align traditional plans with digital plans. Developed a
master media plan document showing all media (digital and traditional).
• Print Media: Finalized by with 5280 Magazine on print insertions in June, July and
September issues.
• Trafficked creative (spots/print) for Traditional Media – ensuring deadlines are met.
➢ Branding & Creative Development (30 hours) -
• Creative/Messaging: provide feedback on new Creative messages, timing of messaging,
discussed/finalized roll out plan to different geographic locations and personas.
• Confirmed creative assets needed, deadlines, specs and all details to create complete
traffic/production document for Cactus/Steep/SITE to follow.
• Confirmed with the new messaging for non-stop flight messaging in Dallas to integrate
into new brand spot end card.
• Review of creative for NEW digital banners
• Review off all campaign assets needed for NEW campaign launch.
• Assisted in providing direction for paid email campaign, message priorities, reviewing
and providing feedback on first email send.
• Provided ideas/feedback on the Bavarian Trail initiative with MYPR/Cactus.
➢ 2021 Strategic Plan & Budget (5 hours) –
• Kicked off the 2021 Strategic Plan & Budget process with Cactus, Mia/Liz and partners.
• Developed draft agenda for planning session, as well as suggestions for Board Exec
Session.
➢ Summer Tool Kit (2 hours)
• Coordinated with Liz/Cactus in further development of the Summer Tool Kit.
➢ Photo/Video (10 hours) -
• Continued discussions regarding changes to direction for content and priorities with
budget reductions.
• Developed photo and video tactical asset shot lists to acquire estimates from Jack/Steep
in order to determine what is possible given budget restrictions and priorities.
• Worked with Steep to ensure their updated 2020 Scope of Work document accurately
outlined the work and budget allocations.
➢ Meeting Presentations & Attendance (50 hours) -
• Developed and communicated Agendas for April, May, June VLMDAC meetings.
• Developed the April, May and June monthly VLMDAC presentations; coordinating
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 April, May and June VLMDAC board meetings.
• Developed June 9th Town Council Presentation; revising/editing with Cactus/Liz/Mia.
• Attendance at June 9th Town Council presentation for Supplemental Budget request.
➢ Account Services - (20 hours) –
• Attended every other week status meetings with Cactus/Mia/Liz.
• Attended every other week Partners’ COVID/Status meetings.
• SITE Marketing’s work ethic means we are never out of reach; with 24/7 access to the
primary contact and on-going communication.
• 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