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HomeMy WebLinkAboutSITE4thQuarter SITE Marketing VLMDAC 4th Quarter Report January 7, 2020 The following report highlights SITE Marketing’s work and accomplishments over the fourth 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 (20 hours) - • Initiated the media planning process for 2020 with preliminary discussions with Cactus and Emico. • Conference call with sales rep from the Colorado Tourism Board to understand opportunities for marketing/database initiatives for 2020. • Conference call with marketing rep from Entercom to discuss possible opportunities to partner in 2020 with the relationship with the Bourbon & Bacon festival.  Branding & Creative Development (30 hours) - • Preliminary planning discussions with Cactus regarding creative development needs and production timeline for 2020. • Worked through securing continued music rights for the Rights of Passage spot in order to use this spot for a free opportunity to air during the broadcast of the Burton US Open. Coordinated with TOV, Cactus, Steep and Emico on budget, accounting and delivery of the spot. • Gathered summer events dates for summer 2020 event creative. • Worked with Cactus to provide summer program guide ads for the Winter VPAC and Vail Symposium programs. • Conference call meeting with Gabe, Cactus and TOV to discuss strategies, media budgets, priorities, messaging for non-stop flight messaging in Dallas and Chicago.  2020 Strategic Plan & Budget (50 hours) – • Coordinated & participated in Partner 2020 Tactical Planning session in preparation of Tactical presentation to VLMDAC during the December board meeting. • Developed specific tactical plans for Traditional media, Summer Tool Kit and other tactical initiatives from SITE Marketing’s perspective regarding website/data management program, themes, messaging and overall tactical direction for 2020. • Budget Spreadsheet – Reconciling the 2019 budget, assisting with clarification on the re- allocations and supplemental budgets, ensuring partner addendums are correct and aligned with budget changes throughout the summer. • Results/Goals & Objectives – updated the 2019 Results and YOY changes to present, alongside 2020 Goals during the December board meeting.  Winter Events Calendar (25 hours) • Produced the winter 2019-2020 master events calendar – collecting the events from various partners, reviewing, editing and finalizing the calendar. Distribution electronically through partnership with VCBA and VVP.  Summer Tool Kit (3 hours) • Preliminary discussions about the content and timing of the 2020 Summer Tool kit and additional distribution methods.  Photo/Video (50 hours) - • Several meetings/emails/phone calls with Steep, Cactus and Mia regarding the Social Media videos and content calendar from Steep to align with the subjects for the long and short videos for 2020. • Worked with Jack and Satchel to provide updated photo and video assets for the Welcome Center. • Worked with Vail Resorts by providing new summer photo assets to upload into asset portal. Ensuring files named and keyed correctly. Several emails/phone calls to ensure seamless process as they shift to new system and to ensure our assets are coded correctly and have correct rights/usage associated with them.  Meeting Presentations & Attendance (75 hours) - • Developed and communicated Agendas for October, November and December VLMDAC meetings. • Developed the October, November and December 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 October, November and December VLMDAC board meetings  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 (25 hours) • Provided input to Cactus on Data/Website strategy and feedback on upcoming presentations. • Participation in stakeholder discovery session to review website direction, provided input on IA and other critical components of website development. • Discussions behind the scenes with Cactus on a variety of website subjects. • Provided input/background on how the Book By promotion has worked in the past; discussions on how it could work within new website.