HomeMy WebLinkAboutSITE1stQuarterReport SITE Marketing
VLMDAC 1st Quarter Report
April 7, 2020
The following report highlights SITE Marketing’s work and accomplishments over the first 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) 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) -
• Worked with Emico to develop initial Destination and Front Range media plans.
Extensive back and forth discussions in order to finalize all media buys, budget, timing,
personas, locations of out of home boards and more.
• Coordination with Gabe regarding air messaging – timing, out of home board locations
and more.
• Confirmed with everyone the events the VLMDAC will support with traditional and/or
digital media efforts.
• Coordination with Cactus to align traditional plans with digital plans. Developed a
master media plan document showing all media (digital and traditional).
Branding & Creative Development (50 hours) -
• Ongoing planning with Cactus regarding creative development needs and production
timeline for 2020. Determining what happens once we learn if we can use Vail
logo/tagline or not.
• Confirmed all assets delivered for Burton US Open, with numerous emails/calls with
various entities to verify everything uploaded, approved and delivered.
• Confirmed creative assets needed, deadlines, specs and all details to create complete
traffic/production document for Cactus/Steep/SITE to follow.
• Worked with Cactus & Steep on production of the new Unplugged Brand spot, reviewing
edits along the way to ensure all looks good prior to sharing with Mia/Liz/Board.
• Worked with Cactus & Steep on production of the new Active Professional spot,
reviewing edits along the way to ensure all looks good prior to sharing with
Mia/Liz/Board.
• Worked with Cactus to provide summer program guide ads for Taste of Vail, Dance
Festival and Bravo programs and delivered those ads to these groups.
• Confirmed with Gabe the correct messaging for non-stop flight messaging in Dallas and
Chicago and connecting flight messaging for other markets.
• Review of creative for digital banners
• Review off all campaign assets needed as of March 1st for campaign launch (which didn’t
happen).
• Review of PR materials as requested by MYPR to make sure aligned with brand.
COVID-19 Planning (30 hours)
• Participated in MANY meetings to discuss impacts of COVID-19 and determine how our
plans/messaging/media/targets/budgets should shift as a result. With the situation
changing daily, the conversations are on-going and plans continue to shift/change with
new developments.
• Read, attended Webinars, etc. to keep up to date on COVID-19 and specifically how
impacting travel.
• Discussions of shifting our entire strategy, tactics and timing given the situation
• Shifting traditional media plans: working closely with Emico to pause Destination
media, with contingency plan to shift Dallas and/or Chicago media to “drive markets”
and/or more Front Range.
• Event Media: Shifting the early season events out of traditional media (only digital) with
so many uncertainties; reallocating the dollars to other efforts.
• Print Media: worked with 5280 Magazine on print insertions in June, July and
September issues.
• Creative/Messaging: discussions around shifting messaging, what that messaging
should be, timing of messaging, roll out plan to different geographic locations and
demographic/personas.
• Social Media: provided CTO with video for social media/video program; discussing what
social video messages are priority now and coming soon, etc.
• Community Campaign: discussions around developing a program similar to “Vail All the
Love” with business community as part of new campaign.
• Worked closely with all partners to request use of some of Contingency dollars be
allocated to COVID-19 campaign in Front Range.
• Collaboration with all partners in developing COVID-19 strategic plan to present to
Mia/Liz/Board and other key stakeholders/community members.
2020 Strategic Plan & Budget (50 hours) –
• Worked closely with Cactus and Liz to develop the Supplemental Budget request, with
memo/presentation to Town Council.
• Budget Spreadsheet – Ensuring the Supplemental and Contingency Budget approved is
reflected accurately in the 2020 Budget with correct vendor line items and types of
expenses reflected. Several discussions with partners, Liz and Carlie confirming.
• Preliminary discussions regarding KPI’s specifically as related to website/data project.
Summer Events (25 hours)
• Started production on master events calendar, but paused until we know more
information and confirm event dates in light of COVID-19.
• Coordinated meeting schedule with SITE/MYPR and Jeremey with Bluegrass, Kids
Adventure Games, Angela Mueller, Bravo, Bourbon & Bacon and Outlier events. While
some opted to reschedule, others proceeded with meeting including:
Bluegrass Festival
Kids Adventure Games
Bravo
Outlier Offroad
Continued follow up with these events and ALL event producers to discuss plans
given COVID-19.
Summer Tool Kit (5 hours)
• Continued to gather all the components of the Summer Tool Kit and finalize/organize
content within Drop Box.
• Gathered and updated the Free in Vail document for use in Tool Kit and as appropriate
on website.
• Preliminary distribution to events.
Photo/Video (30 hours) -
• Several more 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.
• Discussed changes and provided feedback/direction for content and priorities with
COVID-19 situation.
• Preliminary discussions on photo and video tactical asset shot lists.
• Worked with Steep to ensure their 2020 Scope of Work document accurately outlined
the work and budget allocations.
• Coordinated having photo/video assets sent to CTO on behalf of Vail Summer for
ongoing inclusion in CTO Summer Campaign.
Meeting Presentations & Attendance (50 hours) -
• Developed and communicated Agendas for January, February and March VLMDAC
meetings.
• Developed the January, February and March 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 January and February VLMDAC board
meetings; March was cancelled due to COVID-19.
• Attendance at March 3 Town Council presentation for Supplemental Budget request.
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 status meetings and ongoing communication with Liz/Mia.
• Finalized SITE Marketing’s Contract and Scope of Work for 2020 and provided notarized
copies to Liz/Mia for signatures.
• 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
Website/Data Management Project (20 hours)
• Assisted Liz by collecting/writing/providing content for various sections of the
Discovervail.com website
• Assisted in locating/providing images for website
• Review of discovervail.com website