HomeMy WebLinkAbout04a. VLMD_Supplemental_Request_2.27.2020
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VAIL LOCAL MARKETING DISTRICT/ SUPPLEMENTAL FUNDS REQUEST MEMO
TO: VAIL LOCAL MARKETING DISTRICT ADVISORY COUNCIL /
FROM: CACTUS COMMUNICATIONS /
DATE: FEBRUARY 27, 2020
SUBJECT: VAIL LOCAL MARKETING DISTRICT | SUPPLEMENTAL REQUEST
This memo serves to outline additional supplemental requests that have been identified after
the Town Council’s annual budget approval. These additions reflect a right sizing of the budget
to accommodate needs due to new initiatives such as data capture and the website, as well as
additional assets that support the goals set forth by the VLMDAC.
Social Channel Strategy and Development: $10,850
In past the VLMD had relied on Vail Mountain's social channels. With DiscoverVail.com, we are
creating all new social channels for our marketing efforts. The social presence is to
complement and raise awareness of DiscoverVail.com Destination website, specifically to
gather data on our guests to re-target them in SalesForce.
Content Strategy including objectives, competitors, profile SEO, visuals, voice, audience,
etc.
Posting Guidelines including captions, hashtags, geotags, giveaways
1:1 Deep Dive Consultation
Engagement Management
Targeted Outreach: audience targeting, commenting and direct messaging
Gathering User-generated content: gathering related posts, tagged stories and collecting
content
Monthly analytics report, KPIs will be created for measurement of goal achievement
Event Activation: $4,000
One time expense of tent and materials to activate at events, including Burton US Open,
GoPro Mountain Games, etc.
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VAIL LOCAL MARKETING DISTRICT/ SUPPLEMENTAL FUNDS REQUEST MEMO
Trip Giveaway Sweepstakes: $6,000
The giveaway objective is to collect guest data and bring awareness to DiscoverVail.com
1x Summer trip for 2 to Vail given away this spring. Giveaway will be promoted at
Burton US Open, Spring Back to Vail, Powabunga and as part of a social contest
1x Fall trip for 2 to Vail given away this Summer. Giveaway will be promoted at GoPro
Mountain Games and as part of a social contest
Wifi Gating: $20,400
Aislelab WiFi Gating and Heat Mapping capabilities for Vail Free WiFi to collect guest data and
understand their movement throughout town and target them with guest journey emails.
MailChimp Email Subscription: $3,000
SalesForce is the tool for collecting data but it's not set up to easily manage customized emails
for the guest journey. This subscription will allow email data to be pulled in from SalesForce to
deploy emails through MailChimp.
Mountain Travel Symposium: $3,841
The Mountain Travel Symposium will be held in Vail in 2021 which will be announced at the
end of the 2020 MTS with a Vail promo video, featuring summer in Vail. We will also be
providing DiscoverVail.com branded picnic blankets.
Air Marketing Videos: $4,435
6x air marketing videos including versions for the new Chicago non-stop. Includes:
Edit for 6 total spots (:15 and :30 for Dallas, :15 and :30 for Houston, :15 and :30 for
Chicago) with new end cards with DiscoverVail.com URL
Voice Over recording session and studio time
Voice Over talent, broadcast and online use fee for one year (3/2020-2/2021)
Event Videos: $6,250
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VAIL LOCAL MARKETING DISTRICT/ SUPPLEMENTAL FUNDS REQUEST MEMO
13x event videos including 6x :15 Culinary, 3x :15 Outdoor, 3x :15 Culture and 1x Oktoberfest
with new end cards with DiscoverVail.com URL. Includes:
Edit for new end cards with DiscoverVail.com URL
Voice Over talent, broadcast and online use fee for one year (3/2020-2/2021)
Brand Video: $7,398
Additional production costs for the :60, :30 and :15 Find What Moves You Brand spot
Includes:
Talent use fee for :30 and :15 cut downs from 3/2020 through 9/2020 for 4 on-camera
talent
Additional editing costs for :60, :30 and :15
Boomer Videos: $3,288
3x Boomer videos including :15 Early Season, and :15 and :30 Fall with new end cards with
DiscoverVail.com URL. Includes:
Edit for new end cards with DiscoverVail.com URL
Voice Over talent, broadcast and online use fee for one year (3/2020-2/2021)
Active Professional Video: $2,563
New :15 Active Professional spot. Includes:
Voice Over recording session and studio time
Voice Over talent, broadcast, industrial and online use fee for one year (3/2020-2/2021)
Campaign Layout Edits: $7,875
Updates to VO and layouts to accommodate the pending Vail Mountain approval of brand
creative treatment. Includes:
Voice Over recording session and studio time for new ending to 20 videos
Updated layouts adding back in the bug and LNOE to materials that have media due dates
after March 30.
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VAIL LOCAL MARKETING DISTRICT/ SUPPLEMENTAL FUNDS REQUEST MEMO
B-roll Video: $3,000
B-Roll asset to include footage for community wide partners/media/events, etc. to access to
enhance their marketing efforts and the overall promotion of Summer in Vail.
Development of a 4-minute B-roll asset
Lodging Booking Platform: $24,010
Booking platform for new DIscoverVail.com website using Book Direct. This includes the
one time set up fee and yearly contract.
Vail.com / DiscoverVail.com Content Audit / Entry: $5,010
Contract with Katie Kukar for content audit and entry
SUB TOTAL: $110,000
Cactus Reallocating of Media Funds: -$15,000
Reallocation of media funds to cover some unforeseen expenses
TOTAL: $95,000