HomeMy WebLinkAbout09. SITE Marketing 3rd Quarter Report
SITE Marketing
VLMDAC 3rd Quarter Report
October 1, 2020
The following report highlights SITE Marketing’s work and accomplishments over the Third 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), Marketing Specialist
(Liz) 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:
➢ 2021 Strategic Planning & Budget (100 hours)
• Assisted Cactus in developing agenda and presentation for 2021 Partners’ Strategic Plan
and Budget meeting.
• Attended and participated in the strategic planning meetings with all partners.
• Developed steps/timeline to prepare presentation, memo and budget documents for
the 2021 Strategic Plan/Budget materials to Town Council.
• Assisted Cactus in developing the 2021 Strategic Plan/Budget Presentation, coordinating
with partners on bullet points, identifying budget shifts year of year, identifying 2020
accomplishments and ensuring the story is told accurately.
• Reviewed presentation numerous times with Liz/Mia, as well as Beth and Laurie.
Making revisions and refinements and ensuring Beth is comfortable with content being
presented.
• Working with Cactus to develop a point of view on Traditional Media vs. Digital in the
front range given 2021 budget restrictions.
• Developed the recommended 2021 budget, coordinating with partners to submit their
budget line items, discussing where additional reductions/cuts need to happen to reach
our target budget. Working with Cactus to show the budget YOY shifts in a visual chart
in the presentation. Working with Liz/Carlie on the GL Budget documents for the Town
Council.
• Provided draft of the 2021 Strategic Plan & Budget memo, coordinating with Cactus and
Liz/Mia/Carlie on edits, additional contents, reviewing and revising until finalized.
• Several meetings to discuss how we can improve/change the budget process and
connection of our “internal” budget spreadsheet with Carlie’s GL budget sheets so these
representations are aligned and accurately representing where/how dollars are
allocated. We are not there just yet and will be continuing to work on this “budget
project” over the next several weeks.
• Read, attended Webinars, etc. to keep up to date on COVID-19 and specifically how
impacting travel.
➢ Destination & Front Range Traditional Media Plan (25 hours) -
• Reconfirmed television buys for the remainder of the summer.
• Participated in Cactus/TOV status calls regarding digital media and recommended
adjustments.
• Trafficked creative (spots/print) for Traditional Media – ensuring deadlines are met.
➢ Branding & Creative Development (25 hours) -
• Worked with Steep and Cactus to develop new fall specific video/TV spots (:30 and
:15’s) including review of storyboards and various reviewing various rounds of creative.
• Worked with Cactus to develop the September print ad for 5280 Magazine.
• Reviewed/provided feedback on digital creative being executed in August – September.
• Connected Steep with CTO to provide fall video footage per creative request.
➢ Photo/Video (75 hours) -
• Finalized the summer tactical video/photo asset shot list, along with budget
details/allocations.
• Scouted locations for summer dining/village stroll, discussed which “small event” to
capture, provided direction/feedback on talent selections and wardrobe.
• Attended summer tactical shoots over the course of 2 ½ days.
• Reviewed summer photo work, providing feedback/post production editing needed on
“hero” images. Shared/distributed the new photos with the board and partners.
• Identified the need for a fall photo/video shoot and developed shot list details once
budget was finalized and approved.
• Scouted MANY locations for fall dining, village stroll and fall hiking shoots. Provided
direction/feedback on talent selections and wardrobe.
• Attended fall tactical hiking shoot.
• Reviewed fall photo work, providing feedback/post production editing needed on
“hero” images. Preparing to share the new fall photos with the board and partners.
• Worked with Steep and Jack to ensure their amended 2020 Scope of Work document
accurately outlined the original and new work and budget allocations.
• Developed a memo outlining the budget shifts/re-allocations from other line items into
Photo/Video line item for submission to VLMDAC and VLMD.
➢ Meeting Presentations & Attendance (50 hours) -
• Developed and communicated Agendas for July, August and September VLMDAC
meetings.
• Developed the July, August and September monthly VLMDAC presentations;
coordinating content submission from partners, editing content, proofing content,
correcting formatting issues, re-working content, ensuring we have updated
lodging/sales tax collections, updated occupancy reports, reviewing and finalizing
presentation with Liz/Mia prior to submission to the board.
• Attendance and participation at monthly July, August and September VLMDAC board
meetings.
• Meeting with Liz/Mia to discuss 2021 and budget implications and changes to scope of
work for SITE Marketing.
• Met with Mike McCormack to learn about The Van Show and discuss marketing
alignment opportunities.
➢ Account Services - (20 hours) –
• Attended every other week Partners’ COVID/Status meetings, updating media reports
monthly.
• Processed invoices for SITE, Emico, 5280 Magazine, Jack and Steep.
• 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