1. New York State Hospitality & Tourism Association Jan Marie Chesterton | President 1 Computer Drive South, Albany, NY 12205 | www.nyshta.org O. 518.465.2300 F. 518.465.4025 | 800.642.5313 | jan@nyshta.org Association Staff Size: 10 Association Annual Budget: Over $500,000 Entry Category: Communicationswww.nyshta.orgjan@nyshta.org

2. Goals and Objectives Before reading this nomination you have to watch this video!video The basic Objective of this communications effort was twofold: 1. Educate current members on the value of the New York State Hospitality & Tourism Association (NYSH&TA). In other words, leverage a professionally produced, two-minute video presentation to enhance the Association ’ s value proposition. 2. Use the video as an interactive “ sales tool ” and jumping off point for a sales discussion with prospective members. A clear, concise message from the President of the organization, even if she can ’ t be at the sales meeting, has resulted in several benefits.

3. Target Audience Full Association membership (reminder of value/what we do for them) Prospective members who need to be sold on the idea of NYSH&TA membership On location (at the Holiday Inn, Saratoga Springs, NY) for the video shoot.

4. How was the Program presented to theTarget Audience? Was the centerpiece of Association’s first “Informational & Networking VIP Event” – a non-member cocktail hour where NYSH&TA details the benefits of membership.

5. How was the Program presented to the Target Audience? The video was made available in the following places: On the NYSH&TA website. website The following five slides show how we integrated the video into our sales meeting materials. These are just 5 of a 15-slide presentation.

7. History The New York State Hospitality & Tourism Association (NYSH&TA) is a not-for-profit trade organization representing more than 1,300 member businesses and individuals in the lodging and attractions industry. Founded in Saratoga Springs in 1887, NYSH&TA provides benefits in five major categories: representation before state lawmakers and regulatory agencies; marketing and promotion of New York state’s tourism and our members; programs and services that reduce members’ operating costs; education and information; networking opportunities for industry members.

8. Mission Lead and protect the New York State hospitality and tourism industry by providing advocacy, education, and resources.

9. Legislative Advocacy & Accomplishments During this busy Legislative Session, the New York State Hospitality & Tourism Association (NYSH&TA) has been actively representing the interests of the full membership. We could not accomplish all that we have so far this year without the financial support of our 1,300 members.

10. Legislative Advocacy & Accomplishments

11. Evaluation Measures & Results The goal of the video was to help get the NYSH&TA benefit message out to the New York State hospitality and tourism community. The cost of the video was $950. Since the membership staff began using the video as a sales tool in June, the Association has welcomed in *38 new members totaling more than $8000 in membership dues. *20 lodging and 18 combined others