VisitScotland Growth Fund. Marketing Scotland Together. Application Form

Transcription

1 VisitScotland Growth Fund Marketing Scotland Together Application Form

2 SECTION A: APPLICANT DETAILS Q1 Name of applicant group or organisation Q2 Name of project Q3 Project start date Month Year Q4 Details of main contact person for this application Title First name Surname Address Post Code: Landline Telephone Mobile Fax Number address Q5 Group website address Q6 Date your group was established 2

3 SECTION B: GROUP DETAILS Q7 Please list all members of your marketing group. NAME OF BUSINESS ADDRESS POSTCODE IS THE BUSINESS MAKING A FINANCIAL CONTRIBUTION TO THE PROJECT? (YES/NO) LIST ANY QUALITY ASSURANCE SCHEMES THE BUSINESS PARTICIPATES IN 3

4 SECTION C: GROUP BACKGROUND Q8 Please describe the main purpose of your group. Q9 Yes No Has your group undertaken a previous marketing project? (tick one box) GO TO Q10 GO TO Q12 Q10 Details of previous marketing activity Q11 In what way does the marketing activity within this application demonstrate development or progression from previous activity undertaken? 4

5 SECTION D: MARKETING PROJECT THE PROJECT Q12 Please outline the key aims and objectives of your proposed marketing project. TARGET MARKET Q13 Who is your activity aimed at? Please describe your target audience(s) and why you feel these are the most appropriate for your planned marketing activity. Please refer to the VisitScotland Segmentation sheet for UK visitors which is contained in your information pack. 5

6 SECTION E: MARKETING ACTIVITY PLAN Q14 Please complete the table, describing each element of your planned marketing activity and how it will be implemented. PLANNED ACTIVITY & IMPLEMENTATION PLAN DETAILED BUDGET TIMING OF ACTIVITY ANTICIPATED RESULTS METHOD OF MONITORING & EVALUATION MARKETING ACTIVITY OUTCOMES Q15 Complete the table to calculate your projected Return on Investment (ROI) ROI = NUMBER OF VISITORS X AVERAGE VISITOR SPEND TOTAL PROJECT INVESTMENT Total number of visitors Average visitor spend ( ) Total project investment ( ) Return on Investment ( ) 6

7 ADDED VALUE AND UNIQUE SELLING POINT Q16 In what way does your activity a) Offer the customer Added Value b) Offer a special or unique experience for the visitor? VISITSCOTLAND Q17 In what way does your activity complement VisitScotland s national activity? (Please tick the appropriate boxes and provide further explanation below) UK & Ireland Business Tourism International Years of Focus (details in your information pack) DRIVERS FOR GROWTH Q18 In what way does your activity fit with the Drivers for Growth? (Please tick the appropriate boxes and provide further explanation below) Capacity Utilisation Cross-Selling Market Positioning Incremental Marketing Capital Investment 7

8 SECTION F: SUSTAINABILITY Q19a Which of the following sustainability issues will you address (choose at least one) Minimising environmental impact Preserving the natural and cultural heritage of your area Holidays for All Q19b Explain the likely benefits to local communities of the marketing project Q20 Describe how you hope to sustain or build upon your planned marketing activity in future years? 8

9 SECTION G: FINANCIAL VIABILITY AND BUDGETS VAT REGISTRATION Q21a) Is the group VAT registered? (tick one box) Yes No Q21b) If yes please give the VAT registration number If your group is VAT registered, you will need to submit subsequent claims NETT of VAT. INCOME Q22 Which businesses / organisations are contributing towards the project match funding? NAME OF BUSINESS OR ORGANISATION PUBLIC IS THIS PRIVATE OR PUBLIC SECTOR FUNDING? (Private/Public) AMOUNT DATE FINANCE CONFIRMED PRIVATE In-kind funding isn t eligible VisitScotland Growth Fund request which is 50% of the total project costs EXPENDITURE TOTAL INCOME Q23 List all areas of projected expenditure. This table should reflect your marketing activity plan outlined in Q14 MARKETING AND PROMOTIONAL EXPENSES AMOUNT Advertising Design fees and print production Direct mail, distribution or display Website content design, development On-line marketing Press, PR or FAM Visits Promotions Monitoring and evaluation Other marketing & promotions costs Exhibition and trade events VisitScotland products (1 st time purchase only and no more than 25% of total eligible project cost) Project management, consultancy or co-ordination resource (no more than 15% of the total eligible project cost) TOTAL EXPENDITURE 9

10 SECTION H: CASH FLOW Q24 Please outline your expected cash flow for the project, beginning with the month when you plan to start working on the project. Month No Total Income Expenditure Balance Please note that if successful 25% of the funding will be paid at the start of your project. The middle 50% will be paid out on a schedule agreed between you and your Growth Fund Advisor. The remaining final 25% will be paid after the final evaluation report has been received at the end of the project along with relevant invoices and proof of payment. The middle 50% claim can be broken down into a maximum of four payments; however the first middle claim must also include evidence to cover the first 25% payment. The first 25% payment is the only payment paid out in advance of activity. All other payments will be paid retrospectively, which requires invoices and proof of payment to be provided in order to validate your claim. It is therefore important that you have the cash flow in place to manage the gap between paying invoices out, submitting your claim and receiving your Growth Fund payment from VisitScotland. Q25 Please outline how you will address any negative cash flow highlighted above. Q26 Explain how a Growth Fund award will enhance the marketing project that your group plan to undertake e.g. please indicate what the effect would be if you are not offered the Growth Funding. 10

11 SECTION I: BANK DETAILS Applicant groups must have their own bank or building society account. Please enclose either a bank statement or confirmation letter with this form. If an account is yet to be opened please provide a letter from your bank. Bank or Building Society Address Account Name Account Number Sort Code SECTION J: GROWTH FUND DE MINIMIS AID Please note that Growth Fund awards are classed as de minimis state aid (EC regulation 69/2001). As of 1 January 2007 there is a ceiling of 200,000 for all de minimis aid, regardless of the source, given to any one enterprise (including groups) over a 3 year period. Growth Fund Awards are made on the understanding that the award combined with any other de minimis aid received by you in the last 3 years does not exceed the ceiling of 200,000 for all de minimis aid. Any body awarding de minimis aid is required to highlight this in any letter offering funding to enable you to identify any de minimis aid you may have received. In order to enable us to maintain our records, we ask that you answer the question below and complete the attached table outlining any de minimis state aid received in the last 3 years. Q27a) Has the Group received any de minimis state aid in the last 3 years or using de minimis state aid as match funding for this application? (tick one box) Yes No Q28b) If yes, please provide further details below: DATE OF OFFER NAME OF BODY PROVIDING AID PURPOSE OF AID AMOUNT RECEIVED 11

12 SECTION K: DISCLOSURE OF INFORMATION The information provided in this application form will be used in connection with the processing of the project application and publicising, administering, evaluating and monitoring the VisitScotland Growth Fund. VisitScotland reserve the right to disclose to any third party, and through any medium, at any time, full details of any financial support, which may be offered through the VisitScotland Growth Fund to the group/organisation in connection with the project. SECTION L: DECLARATION We wish to apply for VisitScotland Growth Funding. The application and supporting information provides an accurate outline of the proposed project. We have read the conditions of the Growth Fund and agree to them. We understand that the funding offer may be modified or withdrawn if all conditions of the funding partners are not adhered to. We understand it will be necessary to monitor and evaluate the project, to ensure that the VisitScotland branding is used and to liaise regularly with VisitScotland staff to ensure that the design of marketing materials is approved. Signed On behalf of Name Date 12