2. The Power of Leveraging Money

3. The Money Tier One Dollar for dollar match up to $5,000 Tier Two Two dollars from partners and one dollar from VTC from $5,001 to $25,000

4. Reimbursable Payments issued after proof of placement, payment, and other documentation

5. The Rules Eligible expenses can include….. –“Traditional advertising” –Printed materials –Website development –Electronic marketing –Fulfillment costs –Tradeshows and displays

6. The Rules…continued Ineligible include ……. –Administrative expenses –Promotional items –Event startup costs –Website maintenance –Travel expenses –Directional signage

7. Guidelines Page 4 Scores 80 and above

8. Program Description

9. Your Partners Minimum of three financial partners One partner must be the lead partner Good explanation of roles Regional projects and partners encouraged A vendor cannot be a partner DMO role Write as if you are telling the story to a stranger

10. Program Content

11. Target Audience and Research

12. Your Research Why do your project? Who is your audience? Why did you choose that audience? What do you have to support why you chose that audience?

13. Finding Your Research Local tax/revenue data http://www.vatc.org/research Visitor Logs Partners Data Website stats Comparable projects Ties into your performance measures

14. Research and Performance Measure Plan

15. Your Marketing Message and Program Plan

16. Your Message What is your message? Is it clearly stated? Does it reach your audience? Does it cut through the clutter, or is your message cluttered?

17. Your Plan Details, details, details Does your plan reach your audience? Is it realistic? Have you done your research? Tie your plan components to your research Does it tie into VTC/VIFL marketing? Does it show how your/VTC funds will be used?

18. Your Plan Page 8

19. VTC Marketing Initiatives Participation in VTC consumer and/or trade cooperative media buys listed on VTC marketing calendar. Please refer to http://www.vatc.org/advertising/coopadprog/partneradvertising.asp for complete partner media buy information. http://www.vatc.org/advertising/coopadprog/partneradvertising.asp Placement of advertising in the Virginia Travel Guide, Group Itinerary Planner, and/or the Meeting Planners Directory Providing travel product on Virginia.org website for group tour, meetings and sports product for the professional trades Participation in the Canadian “Balance” program Participation in VTC promotion opportunities Placement of brochures, translite, or Welcome Center Blitz in the Virginia Welcome Centers Participation in VTC consumer show program Participation in VTC domestic trade show opportunities for AAA, group tour, meetings and sports as noted on VTC Marketing Calendar

20. Your Success A. K. A. - Performance Measures

21. Your Success How will you measure it? Do you have baselines? Do you have targeted projections? Are your measures realistic? Key for your final report

22. Research and Performance Measure Plan

23. Give us a shout! Draft review due October 12 (yikes!) Call us, e-mail us Angela Wiggins 804-545-5553 awiggins@virginia.org Steve Galyean 804-545-5517 sgalyean@virginia.org

24. Deadlines Thursday, October 28, 2010 by 5:00 PMThursday, October 28, 2010 by 5:00 PM No electronic submissions Award notification in mid-December 2010 18 month completion of program Final report within 60 days of completion

25. But wait there’s more! Tourism and the Arts Sesquicentennial Tourism Grants

26. Questions?