Division of Tourism Promote Missouri Fund Program 301 W. High St., PO Box 1055 Jefferson City, MO 65102

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1 Division of Tourism Promote Missouri Fund Program 301 W. High St., PO Box 1055 Jefferson City, MO FY2017 DMO CERTIFICATION APPLICATION INSTRUCTIONS & SAMPLES Packet includes: Instructions for completing the application Sample template of an official resolution Sample template of an income and expense statement Sample outline for a marketing plan INSTRUCTIONS FOR COMPLETING COUNTYWIDE DMO CERTIFICATION APPLICATION Fiscal Year 2017 CALENDAR: Program materials available: Oct.1, 2015 Certification application due at MDT by 5 p.m.: Nov. 3, 2015 Certification notification date: Dec. 16, 2015 The following organization types that wish to participate in the Marketing Matching Grant Program must apply for certification: Previously certified DMOs with certification designations without current certification status Appropriately certified organizations without currently valid county resolutions or resolutions that will become invalid prior to June 30, 2017 Organizations satisfying the basic qualifications for participation in the program that have not previously applied for DMO certification Complete sections A through D of the application as directed. Section A, numbers 1 through 22 - Applicant Information: In the space provided, provide the requested information. Do not attach additional pages for responses. Nos Enter the legal name of the applicant organization, date of application and complete address. 6. Enter the county/counties the DMO will be representing. 7. Enter the Federal Employers Identification Number assigned to the applicant organization. 8. Enter the area code plus phone number of the applicant organization. 9. Enter the area code plus fax number of the applicant organization. 10. Enter the address for the individual signing the application. 11. Enter the name and title of the individual that will be the primary contact for this application. Nos Enter the phone number, fax number and address of the primary contact. 15. Check one box that describes the organization type of the applicant. If the correct organizational type is not listed, check Other and describe the organization in the space provided. 16. Enter the Missouri Charter Number. This number may be found on the Annual Report submitted to the Secretary of State by non-profit corporations. Enter N/A only if the applicant organization is a city or county department. 1 REVISED 09/20 15

2 17. Enter the purpose or mission statement that directs the application with the marketing of tourism for the destination. This information should come from the applicant organization s articles of incorporation, charter, code, etc. 18. Enter the applicant DMO s total budget for the current year. 19. As a percentage of the applicant s total budget, indicate the amounts budgeted for the listed tourism marketing activities. Include only marketing and advertising budget amounts. 20. Enter the applicant DMO s tourism marketing budget for the current year. 21. Breakout the revenues for the current year budget by source. Include only marketing and advertising revenue sources. 22. In the first space provided, enter the total number of the applicant organization s paid tourism marketing staff. Break out the total staff between fulltime and part time employees; enter the number of each. Section B, numbers 1 through 5 - Destination Information: Respond carefully to each of the questions in the space provided concerning the destination area that will be marketed by the applicant DMO. Do not attach additional pages for responses. 1. Enter the boundaries and descriptions of the counties being marketed by the applicant organization. 2. Enter the appropriate number of establishments available within the boundaries listed in B1 for the four categories requested. 3. List the attractions/events available within the boundaries outlined in B1. 4. Provide a brief overview of partnerships within the boundaries outlined in B1. 5. Provide a strategy for development and implementation of the countywide marketing plan Section C, Certification Qualifications: Applicants should review the program guidelines before completing this section of the certification application. Be sure that the organization meets each of the stated qualifications. Check each required document to indicate that it is included with the completed DMO certification application. Applications must be submitted complete with all required documents. Note on financial statements: Financial statements must clearly illustrate revenue and expense relating to tourism marketing, advertising, and payroll/administrative. See sample income and expense statement included in this packet. Section D, Signature section: Complete this section including the name of the applicant organization and county as indicated. The application must be signed by the president or CEO of the applicant organization. Include the signature date and the contact information for the president/ceo. Provide MDT with the original copy of the application. Be sure to include contact information for the CEO and contact. APPLICATION CHECKLIST: Check to indicate that the following items are included in the submission to the Division of Tourism: DMO Certification Application, completed, signed, and dated Each of the required documents listed in Section C of the application Submit all items to: Promote Missouri Fund Program Missouri Division of Tourism 301 W. High Street, PO Box 1055 Jefferson City, MO REVISED 09/20 15

3 Division of Tourism Promote Missouri Fund Program 301 W. High St., PO Box 1055 Jefferson City, MO FY2017 DMO CERTIFICATION APPLICATION SECTION A: APPLICANT INFORMATION Provide the requested information for the applicant organization in the space provided. 1. Applicant Organization: 2. Date of Application: / / 3. Address: 4. City: State: MO 5. Zip Code: 6. County/Counties: 7. Federal ID Number: 8. Phone: ( ) - 9. FAX: ( ) Contact Name and Title: 12. Phone: ( ) FAX: ( ) Type of organization: County Department CVB Chamber of Commerce City Department Other (describe) 16. MO Charter Number: (Not required for city or county government bodies) 17. Provide the formal statement of the applicant organization s purpose or mission as it appears in the articles of incorporation, charter, code, etc. that charges this organization with tourism marketing. 18. What is the applicant DMO s total current budget? $ 19. List the applicant organization s primary activities by percentage of total current budget: Budgeted Expenditure % By Activity Budget % Leisure Travel Marketing expenditures % Other Tourism Marketing expenditures % Non-marketing expenditures % 20. What is the applicant DMO s current tourism marketing budget? $ 3 REVISED 09/20 15

4 21. In the table that follows, breakout the revenue sources for the total tourism marketing budget amount indicated in number 20. Revenue Source By % Of Marketing Budget SOURCE BUDGET % SOURCE BUDGET % Tourism Tax % % % % 22. Number of paid tourism marketing staff: fulltime: part time: SECTION B: DESTINATION INFORMATION 1. Provide the geographical boundaries and description of the county/counties currently marketed by the applicant organization. 2. Provide the numbers of the following that are available within the boundaries described above: Hotel & motel rooms Bed & breakfast rooms Camp and RV sites Dining establishments 3. List the attractions and events within the boundaries described in response to question number B1 that are of interest to the leisure traveler. 4. Describe the partnerships in place that will support and facilitate the applicant s countywide tourism marketing plan. 5. Detail the applicant organization s strategy for the development and implementation of a countywide marketing plan. 4 REVISED 09/20 15

5 SECTION C: CERTIFICATION QUALIFICATIONS; Assemble and attach required documentation. The applicant organization must currently: 1. Satisfy the basic qualifications A,B,C, D, E, F & G as outlined in the PMF program guidelines section IV 2. Submit the following required documents as evidence of the above qualifications: Financial statements, reflecting budget, revenue and expense for the previous two years detailing applicant organization s tourism marketing expenditures, payroll/administrative expenses and sources of revenue Applicant organization s tourism marketing Web site address Applicant organization s current tourism marketing brochure Statement of tourism marketing activities successfully completed and paid for by the applicant organization in the last two years. Include samples of all materials listed. These activities must be detailed in the financial statements. Annual Report Annual Report filed with the Secretary of State for the current year. If no annual report is required, provide the Missouri charter number (for nonprofit corporations) and a list of the principle decision makers for the organization with their titles and contact information (all others) Current detailed tourism marketing plan with action plan Resolution adopted by the county commission recognizing the applicant as the official Destination Marketing Organization for the county/counties (Use official form) SECTION D: SIGNATURE SECTION Enter name of applicant organization and the county where indicated below. Complete and sign the signature section. I, as the highest-ranking officer of, hereby apply for certification that designates said organization as the official destination marketing organization for the Division of Tourism Promote Missouri Fund Program in County/Counties. It is understood that in projects funded through the Promote Missouri Fund Program, we will cooperate with non-certified marketing organizations within the county to market lodging, attractions, destinations and tourism activities on a countywide/regional basis. I further attest that the information contained in and with this application truly and realistically reflects the purpose, position and activities of the applicant organization. Print name of President/CEO of Applicant Organization Signature of President/CEO Date ( ) - President/CEO address and telephone number 5 REVISED 09/20 15

6 Sample Resolution For the Official Destination Marketing Organization (DMO) for the Division of Tourism s Promote Missouri Fund Program The county government must formally adopt this resolution. WHEREAS, (name of applicant), a legitimate department, agency, or representative of (county), is engaged primarily in the marketing and promotion of tourism; and WHEREAS, this organization has shown and demonstrated evidence of its on-going tourism marketing activities and plans for promotion of (county) county; and WHEREAS, this organization requires formal acknowledgement and recognition by the governing body of the county to become a qualified participant in the Promote Missouri Fund Program administered by the Missouri Division of Tourism: NOW, THEREFORE, BE IT RESOLVED that (applicant) is hereby designated and recognized as the single representative organization to solicit and service tourism in (county) for participation in the Missouri Division of Tourism s Promote Missouri Fund Program. IN TESTIMONY WHEREOF, I have hereunto set my hand, in (county) county, this day of, 20. (signature) (Presiding commissioner) Resolution number 6 REVISED 09/20 15

7 YEAR-TO-DATE INCOME (Itemize Income Sources Below) SAMPLE Annual Income and Expense Statement For Period Beginning on and Ending on DMO Name _ City, State (Lodging Tax) (State Sources) TOTAL INCOME $ YEAR-TO-DATE EXPENSES (Itemize Expense Categories Below) Payroll & Administrative Marketing Expenses Ad Production Billboards Brochures & Printed Materials Direct Mail On-line Advertising Print Advertising Public Relations Radio & TV Advertising Local Advertising Convention Services Expenses Exhibition Fees FAM Tour Expenses Research Other Expenses TOTAL EXPENSES $ 7 REVISED 09/20 15

8 Outline for Preparing a Detailed Tourism Marketing Plan I. Goals and Objectives A. Identify measurable short and long term marketing goals 1) Increase visitors 2) Increase overnight stays 3) Increase tourism expenditures B. Identify how you will know these goals/objectives are successful II. Targets and Markets A. Identify targets 1. Leisure traveler 2. Group tour planner 3. Business travel planner 4. Sporting event planner B. Identify markets 1. Geographic (by geographic location) 2. Demographics (by characteristics and statistics) 3. Psychographics (by psychological characterization) 4. Lifestyle (by manner of living) 5. Special interest (examples: history, culture, art, culinary, etc) C. Select marketing types 1. Advertising a. Print b. Radio c. Television 2. Branding 3. Digital marketing a. Mobile b. Social Media c. SEM 3. Direct marketing 4. Public relations 5. Personal sales 6. Sales promotion III. Action Plan A. Develop timeline & marketing schedule B. Develop detailed action plan 1. Precisely describe the task 2. Show timetable for completion of each task 3. Indicated who is responsible for each task 4. Budget all task expenses IV. Develop performance measures A. Determine how to measure 1. Inquiries 2. Visitors 3. Economic impact 4. Return on investment 5. Effectiveness 6. Editorial coverage 7. Others B. Determine how to measure 1. Inquiry and cost per inquiry tracking 2. Tax data tracking 3. Conversion study 4. Ad effectiveness study 5. Other measurements 8 REVISED 09/20 15