Loading...
HomeMy WebLinkAboutSITE3rd Quarter SITE Marketing VLMDAC 3rd Quarter Report October 8, 2019 The following report highlights SITE Marketing’s work and accomplishments over the third Quarter of 2019 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:  Destination & Front Range Traditional Media Plan (30 hours) - • Ensuring TV sports are trafficked on deadline for various markets and personas/messages • Responding to traditional media inquiries regarding advertising • CTO Emails and Conference call with new rep; following up with Cactus on opportunities to determine if we will recommend anything to board for 2020 • Problem solving on report that TV spots aired pixelated and resolving issue with make- goods negotiated • Monitoring DestiMetrics Summer occupancy levels to determine potential shifts in focus necessary. • Coordination among partners of retail plan budget, implementation, messaging and monitoring results.  Branding & Creative Development (30 hours) - • Ensuring the spots contain the correct information (event details, call to action, etc.).  Ongoing review and feedback on all digital creative materials including emails, paid social, Pandora spots and more • Delivering several program guide ad creative (Vail Film Festival, Vail Restaurant Week, Vail Cup) • Review and discussion of music rights for 2020 spot • Vail Restaurant Week – discussion about using VLMDAC Vail Restaurant Week TV spot and making edits to it vs. using “as is”. • Coordinated providing Colorado Classic B-Roll  2020 Strategic Plan & Budget (50 hours) – • Coordinated & participated in Partner 2020 Planning session, working with Mia/Cactus to draft agenda. • Pulling together specific ideas from SITE Marketing’s perspective regarding website/data management program, themes for 2020, traditional media strategies, input on overall direction for 2020. • Budget Spreadsheet – Extensive coordination/back and forth discussions with partners on their budgets to compile the final overall budget recommendation for August Board meeting and September Town Council presentation. • Many emails/calls to provide clarifications on Mexico budget for 2020 • Budget coordination Mia, Carlie to align on budget and prepare roll up for Council Meeting • Results/Goals & Objectives – continuing to update the 2019 Results and YOY changes to present, alongside 2020 Goals. • Offering input to Cactus on Data/Website strategy and feedback on upcoming presentations  Photo/Video (50 hours) - • Brand Photo Shoot – review of locations, talent, schedule, all details leading up to brand shoot. Several conference calls/meetings with Cactus to review/discuss and provide input on everything related to shoot. Attended pre-production and wardrobe meetings prior to shoot. Attended all morning/day/evening brand shoots on locations for 2 days; providing feedback, suggestions, approvals, on-site reviews and general support as VLMDAC/client representative. • Assisted capturing “GREEN” still shots to capture the green valley. Discussed recommendations with Jack/Cactus, determined best shots to capture, worked with Jack to estimate costs, worked with Cactus (other partners) to determine where funds could be allocated (re-allocated from), making formal recommendation to Mia and the board. Coordination with Vail Mountain on mountain shoot (drone approval) – discussions back/forth about ability to shoot with Drone on mountain vs. other locations. Supporting Jack with implementation. • Provided support, direction and feedback for other Tactical asset shoots: Farm To Table, Casual Family Biking, Village “editorial”, Citizen Cope, Jazz & Bluegrass • Discussions with Mia (and board members) regarding Deadline Motion becoming “stand alone partner”, providing insights and the pros/cons/ of this happening. Outlined recommendations for 2020 photo/videographer roles/reporting/responsibilities among partners.  Meeting Presentations & Attendance (75 hours) - • Developing and communicating Agendas for July, August and September VLMDAC meetings. • Developing the July, August and September monthly VLMDAC presentations; coordinating (often following up to acquire) 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 July, August and September VLMDAC board meetings • September Town Council – Preparing 2020 Operating plan presentation, operating plan memo, coordinating with Cactus on supplemental request portion, discussions with Mia/Carlie, meetings to prepare board members, attendance at the Sept. Council meeting to provide additional support • Planning for October VLMDAC meeting – ensuring we will have RRC and Burke Brand Research ready for this timeframe; outreach to partners to determine content for meeting  Account Services - (20 hours) - • SITE Marketing’s work ethic means we are never out of reach; with 24/7 access to the primary contact and on-going communication. • One on one meetings and ongoing communication with Mia regarding “all things VLMDAC”. • Utilizing long standing experience and history with the VLMDAC by providing assistance and guidance to Mia; ongoing consultation and advising regarding various VLMDAC matters • SITE Marketing’s assistant, Maggie Meek, is available as needed for projects and to attend monthly VLMDAC meetings as needed. Additionally, SITE Marketing has become involved, providing assistance, expertise and recommendations for the following projects that are not currently outlined in the existing 2019 Scope of Work: • Website/Data Management Project – preview of presentations internally and with small subset of board to walk through everything, discussions with Cactus prior to meetings. • Google DMO meeting responses to availability to schedule/reschedule meeting.