HomeMy WebLinkAbout03. a. CSE Vail Symposium 2020 Budget and Marketing PlanEstimated Actual
Total Expenses $650,120.00 $501,241.01
Site/Location/Operations Estimated Actual Food & Beverage Estimated Actual
Venue rental fees $8,000.00 $2,970.00 Social food + Beverage $12,500.00 $4,348.50
Insurance $4,500.00 $4,500.00 Non-social food + Beverage $15,000.00 $6,184.40
Sound/AV $1,500.00 $540.00 <insert Other>$0.00
Construction or Equipment $15,000.00 $3,211.19 <insert Other>$0.00
Licenses and Permits $650.00 $20.00 Total $27,500.00 $10,532.90
Dues, Subscriptions Conferences $950.00 $158.57
Labor $291,670.00 $333,436.02 Program/Lodging Estimated Actual
Misc. Fees and Dues $1,400.00 $2,000.00 Entertainment $0.00
Bank Fees and Interest $400.00 $37.09 Speakers $2,000.00 $1,000.00
Office space, Equipment and Supplies $27,000.00 $28,500.00 Travel $30,000.00 $5,784.44
Computer Services $2,000.00 $58.72 Hotel $6,500.00 $1,885.00
Credit Card Fees $3,700.00 $2,720.65 In-Kind Event Goods&Services$120,000.00 $60,000.00
Accounting and Tax Preperation Fees $3,200.00 $3,000.00 Other Event expenses $2,500.00 $3,100.00
Fundraising Events Expenses $5,500.00 $0.00 Mileage $2,000.00 $250.00
In-Kind Administration Services $3,000.00 $1,000.00 ZOOM Fees $0.00 $1,343.76
Total $368,470.00 $382,152.24 Total $163,000.00 $73,363.20
Marketing Estimated Actual Prizes Estimated Actual
Advertising - Radio $0.00 $0.00 Prizes $0.00
Advertising - Print $1,500.00 $2,000.00 Cash Purse $0.00
Advertising - Social Media $2,000.00 $500.00 Total $0.00 $0.00
Public Relations $0.00 $0.00
Sales Team Expenses $0.00 $0.00
Media TV, Production & Distribution $0.00 $0.00
Graphic Design $2,400.00 $0.00
Website $3,000.00 $2,360.00
Collateral Materials $1,250.00 $198.00
Printing $18,000.00 $0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $28,150.00 $5,058.00
Marketing Estimated Actual
Telephone/Internet $0.00
Photography $0.00
Transportation $0.00
Permit Fees $0.00
Postage/Shipping $3,000.00 $134.67
In Kind Trades $60,000.00 $30,000.00
Supplies-Office or Other $0.00
Demographic Survey $0.00
Sales Tax $0.00
<insert Other>$0.00
<insert Other>$0.00
<insert Other>$0.00
Total $63,000.00 $30,134.67
Vail Symposium 2020
> Expenses
Estimated Actual
Total Income $655,200.00 $518,755.00
Tickets/Admissions
Estimated Actual Estimated Actual
0 Adults @ $5.00 $0.00
0 Children @ $2.00 $0.00
0 Ticketing fees $1.00 $5,000.00 $2,256.00
0 All event admission $0.00 $70,000.00 $22,923.00
$75,000.00 $25,179.00
Programs/Advertising
Estimated Actual Estimated Actual
0 Covers @ $0.00 $0.00
0 Half-pages @ $0.00 $0.00
0 Quarter-pages @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Exhibitors/vendors
Estimated Actual Estimated Actual
0 Large booths @ $0.00 $0.00
0 Med. booths @ $0.00 $0.00
Small booths @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
<Insert Other> @ $0.00 $0.00
0 <Insert Other> @ $0.00 $0.00
$0.00 $0.00
Revenue from other items
Estimated Actual Estimated Actual
0 Cash Sponsorships @ $0.00 $8,700.00 $6,000.00
0 In Kind Sponsorships @ $0.00 $180,000.00 $91,000.00
0 Individual Donations @ $0.00 $225,500.00 $210,600.00
0 CSE Funding @ $0.00 $40,000.00 $32,000.00
0 Grants @ $0.00 $99,500.00 $153,400.00
0 Fundraising event $0.00 $25,000.00 $0.00
0 Beverage sales $0.00 $1,500.00 $576.00
0 <Insert Other> @ $0.00 $0.00
$580,200.00 $493,576.00
Vail Symposium 2020
> Income
Estimated Actual
Total income $655,200.00 $518,755.00
Total expenses $650,120.00 $501,241.01
Total profit (or loss)$5,080.00 $17,513.99
Vail Symposium 2020
> Profit - Loss Summary
$0.00
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
Estimated Actual
Total income
Total expenses
2020-21 Vail Symposium Marketing Plan
Nov. 15, 2020
The Vail Symposium would allocate funding from the TOV to fulfill the following marketing and
communications efforts of the organization:
• Our new website, launched in June 2020, is updated and fresh, reflecting the quality of our
programming. New elements that will be launched soon will include funnels for growing our
newsletter audience and capitalizing on our program video library.
• Running ads in the Vail Daily 150 of 365 days a year (one unique ad running three days in the
lead up to each event for approximately 50 events).
• Inclusion in the Vail Daily’s annual GIVE magazine.
• Submitting 50+ unique press releases to the Symposium’s media list. Fulfilling media requests
and pitching story ideas, especially in light of the Vail Symposium’s upcoming 50th anniversary.
• Social media: Increase social presence on Facebook through partnerships and paid promotion
for event. We’re increasing our paid ads on Facebook to supplement our organic reach. We’re
also utilizing Instagram account to help target and appeal to more expanded audience.
• Online calendars: Vail Symposium ensures that we are included in as many local calendars as
possible including Facebook events, Vail Daily, Vail Valley Partnership, Swift publications, etc.
Print
Biannual Brochure*
The Vail Symposium has a program brochure produced twice each year. The brochure features program
descriptions, donation information, season recaps, letters from the board chair and program committee
chair, a volunteer spotlight, advertisements from businesses or organizations that support the
Symposium and other information for the community.
• 12,000 brochures printed
• 10,000 brochures mailed directly to Vail Symposium supporters and delivered directly to Vail
and Edwards Post Office boxes
• Distribution at all programs
• Distribution to concierges at strategic locations
• Distributed to Vail Welcome Center
*Due to the Coronavirus pandemic and the suspension of our in-person events, we are opting to refrain
from printing our winter brochure and will utilize our new website, email platform and social media for
sharing the season line-up. Depending on public health orders, we may choose to create a Summer 2021
brochure.
Vail Daily
15,000+ circulation daily newspaper with 300 strategically placed pickup locations in the community and
resort locations resulting in 91% penetration in Eagle County. In 2020-21, the Vail Symposium plans to
release in the Vail Daily:
• Season release articles in Winter and Spring
• 50+ press releases submitted as unique content for each program typically featured in the Vail
Daily and Vail Daily online.
• Letters from the Board of Directors Chair, Dale Mosier, as appropriate.
• Work with the A&E editor to assign additional stories based on Symposium events (including
stories covering the event).
• One ad, typically running continuously from three days before an event until event date, totaling
50 unique ads appearing 150 days in the Vail Daily.
• Inclusion in the weekly calendar of events.
• The Vail Symposium also participates in the annual “GIVE” magazine. 40,000 copies of GIVE are
printed; the Vail Symposium has a one-page promotion of the organization and our upcoming
programs.
Editorial
• Vail Symposium also pitches stories to local media such as Vail Valley Magazine and other Vail
Valley neighborhood publications.
• Other editorial opportunities include front-range publications such as Denver Post, CPR and
Colorado Sun.
Digital
Email marketing
Vail Symposium currently has a database of more than 5,000 contacts that receive our weekly
newsletter and reminders for upcoming programs. Our emails perform above the average for general
emails: We have a 26% open rate and an average 7% click to open rate.
Though it’s difficult to correlate all types of outreach directly to sales, we see a consistent spike in tickets
sales directly following the email distribution. Thus, this remains one of our most important ways that
we communicate.
Social media
Facebook
Facebook continues to be an incredibly useful and informative tool for publicizing Vail Symposium
events. The Symposium Facebook page has almost 1,600 followers. Organic posts usually reach 900 or
more people in one week, resulting in 50 post engagements. Programs that are boosted also receive
strong engagement, reaching more than 1,000 people in 4 or 5 days leading up to the event and
receiving nearly 180 post engagements. Our goal is to increase our reach by 5% in the next year.
In 2021, the Vail Symposium plans to:
• Continue expanding Facebook engagement with posts and strategic promotions that both
promote the organization’s page as well as boosts ticket sales for particular events.
• Continue to utilize the target marketing tool to increase awareness and drive event traffic
• Target particular age groups to continue our success in attracting a super boomer audience as
well as targeting millennial achievers.
• Collaborate with other groups in the valley, like the Vail Valley Partnership, Walking Mountains,
Bookworm Edwards and B’Nai Vail to cross-promote events where we see synergies.
• Engage with users to increase community reception and appeals
• Continue to post our program videos on Facebook
• Consider the possibility of conducting more programs through Facebook Live based on the
success of our late-season forays into this medium due to the Coronavirus.
Instagram
The Vail Symposium also created an Instagram account is actively curating an account that showcases
the programs that we present as well as drawing on the history of our organization to interact with our
audience in a new way. We have grown that audience to more than 670 followers and utilize the
#fortheloveoflearning on each post. Though it’s not as robust as Facebook, it’s growing and it another
avenue with which to engage with our audience and potential attendees. Our goal is a 10% increase
over the next year.
YouTube
Previously, though the Vail Symposium has a robust library of programming, we hadn’t taken the steps
to utilize and boost our presence on YouTube. This year, with our programming going digital, we’ve
been utilizing YouTube to increase our SEO, extend our Vail Symposium audience engagement and find
new audience members. We’ve established a benchmark and have a goal of a 10% increase of views
over the next year.
Other Media
Television
With the dissolution of TV8, our television outreach has been curtailed. However, we’re also working
with High 5 Media to increase the reach of our video programming. Through this partnership we plan to
reach a new audience while providing another avenue for our current audience to enjoy our
programming.
Grassroots
Partnerships
The Vail Symposium has been working on expanding our network within the community, leveraging
relationships where there is cross-over in terms of focus. In addition to working with concierges in hotels
to distribute our information for inclusion in guest communications and suggesting programs when
guests inquire about things to do, we will continue to work with other non-profit and for-profit
organizations to ensure their members are aware of programs of interest. We have worked on
identifying various community groups to ensure that they are aware of, and are sharing information
about, our programming (for example, distributing information about health programs through Vail
Health; partnering with Walking Mountains for our environmentally-focused programs; partnering with
B’Nai Vail, etc.). We will continue to collaborate with other public relations entities, like Vail Resorts and
the Vail Local Marketing District, to ensure that our programming is top of mind for visiting media and
messaging.
Presented by Katie Coakley, Marketing and PR Manager