TDC Grant Workshop FY17-18 Event Marketing Grant Application Best Practices June 1, 2017 5:30 p.m.
What s New? Proposed dedicated funding 19% of the budget New merit-based scoring system Sharing attendee zip codes and visitor information Workshop
Three Tier Funding Categories Sponsorships ongoing major or highly visible events Signature Events an event attracting regional and/or national audiences; minimum attendance of 20,000 (maximum grant of $45,000 per event) Special Events one, two or multi-day events open to the public (maximum grant award $3,500 per event)
Sponsorships 365 days a year Thrasher-Horne Center for the Arts & Conference Center
Signature Event 80% of the allocated budget Attracts regional and/or national audiences Minimum attendance of 20,000 Maximum grant of $45,000 per event After 3 years as a Signature Event, the grant shifts to a matching marketing grant for out-of-county marketing efforts. Clay County Agricultural Fair Scottish Games & Festival
Special Events 20% of the allocated budget One, two or multi-day events open to the public Maximum grant award $3,500 per event
Application Who is eligible? Non-profit organizations Events Opened May 15, 2017 - Deadline is July 15, 2017 Events must occur between October 1, 2017 and September 30, 2018 This is a reimbursement grant Grant must be used for marketing outside of Clay County
What is on the application? The Basics: Organization Name, Address, Phone, Fax, Website Event Name, Event Date, Time and Location Primary Contact Name, Email Address, Phone Organization s Net Reported Assets in 2016 Amount Requested from TDC Grant Funds
Previous Event Information Event Name, Event Date, Location #of Participants, Estimated Economic Impact, #of Hotel Rooms Booked # of years event has existed How did you capture the number of participants and hotel room visits? # of Day Visitors (From outside Clay County, but not staying overnight)
2017/18 Event Information Describe the Event include objectives Projected number of hotel room nights Projected number of local participants Projected number of out-of-town participants What method was used to determine answers listed above?
Additional Information List of Event Sponsors and the amounts contributed/expected Marketing Plan how are you marketing this event and at what cost? Total Budget for advertising/marketing this event What will the benefits to Clay County hotels and tourism be from this event? What alternative source of revenue will you seek if your request is not eligible for funding?
Marketing Plan Tips Remember the Goal Out of County Visitors What makes your event unique and like no other event anywhere else? Connect with events/local attractions, hotels, dining, etc. What is your call to action? Purchase Tickets Use a promotional code Engage on social media Know your audience Drive Market within a 3 to 5 hour drive Niche markets is your event for everyone or those with special interests (music, activity, etc.)?
More Marketing Tips Use Destination Research last year s event data, website analytics, social media analytics and county tourism analytics Social Media Platforms target Media Public Relations Mom Bloggers Local/Regional Media List Clay County Tourism Office Events Calendar Track your success use unique URLs If you need help, ask!
What we do SBDC services provided to future and existing business owners includes: Start-up basics Business planning Access to capital Financial analysis Marketing Service Delivery: Group training Individual consulting Co-Consulting Access to information Helping Businesses Grow & Succeed
Getting Started Call or Email for an appointment: Annie Grogan a.grogan@unf.edu 904-239-0722 Helping Businesses Grow & Succeed
Grant Guidelines Who is eligible? Non-profit organizations Events Grant must be used for marketing outside of Clay County Paid for by Clay County Tourist Development Funds should appear or be said in each advertisement. Get approval prior to placing your ad buys. Keep records for reimbursement
Scoring Weighted factors are as follows to ensure the prioritization is reflected in the final total per factor: 1) Commitment to the Expansion of Tourism in Clay County (points earned x 4) 2) Soundness of Proposed Event (points earned x 3) 3) Stability and Management Capacity (points earned x 2) 4) Quality of Proposed Event (points earned x 1)
Commitment to the Expansion of Tourism in Clay County Purpose: Economic Impact by out of county visitors High Value Visitors those that stay overnight in paid accommodations Day Visitors those that are from outside the Clay County area but do not stay in overnight paid accommodations Points: 25 more than 50 estimated room nights and/or 4,000 day visitors 15 more than 25 estimated room nights and/or 2,000 day visitors 5 less than 25 estimated room nights and/or less than 2,000 day visitors
Soundness of Proposed Event Purpose: Event clearly defines event objectives, funding sources/budget, and advertising/marketing plan Objectives 5 points Clearly defined 0 points Not defined well or at all Funding Sources/Budget 10 points - Specific additional funding sources defined on application 5 points - Additional funding sources identified but no specific funding sources 0 points Not defined Out of County Advertising/Marketing Plan 10 points Specifically defined 5 points Identified but not specifically defined 0 points Not defined
Stability and Management Capacity Purpose: Proven record or demonstrated capacities to successfully develop resources, effectively plan, organize and implement the proposed event How long has the event existed? 10 points Third year or more 5 points Second year 0 points First year Event History Documentation 10 points All documentation properly submitted and appropriately used 5 points Documentation submitted but incomplete and/or grant funds not fully used as agreed 0 points Documentation not submitted as required and/or grant funds not used as agreed Visitor Survey Share Results with TDC 5 points Yes and sample included in the application 0 points No survey planned
Special Event Survey Form Yes No Have you come to this event from out-of-town? What is your home zip-code? How many people are in your immediate travel party? Adults Kids (17 years old or younger) Yes No Are you a first-time attendee to this event? # Number of nights you intend to stay in the area? If staying overnight, type of accommodations while in the area? Hotel/Motel/B&B with Friends/Family Other How much $ will your travel party plan on spending: $ at this event? $ TOTAL SPENDING in the area What is the primary reason for being in the area? This event Visiting Friends/Family Leisure/Vacation Business Trip Other How did you hear about this event? (Mark all that apply) I ve attended before On the radio Banners/Signs/Billboards Newspaper Magazine Website Hear about next year s event first! @ Gmail Yahoo Hotmail AOL (other) Post Office Box 40849 Jacksonville, FL 32203
Quality of Proposed Event Purpose: Event attracting residents and visitors to Clay County with a high quality experience with a significant benefit to Clay County. Without TDC funding the event would not take place in Clay County. 25 points High Impact recurring event with increasing levels of participation and economic impact. Use of systemic approach to data collection and analysis 15 points Medium Impact - Recurring event with steady level of participation and economic impact to the county 5 points Low Impact First year event with level of impact unknown, does have positive anticipated level of participation and economic impact OR a recurring event with declining level of participation and economic impact to county.
Scoring Metrics
Reimbursement Deadline 60 days following close of event 1 packet of materials to Tourism Office Signed and Notarized Reimbursement Affidavit Proof of Expense from the vendor including a description of the services/products provided and amount charged. Credit card purchases no personal cards
Reimbursement Proof of Performance Must have a hard copy of the ad from the date it appeared or a disc of the broadcast media Need to be able to tell what distribution channel was used Date that distribution channel was used
For Digital Advertising
Proof of Payment Copies of cleared checks (front and back) from the bank. Credit Card Payments - Copy of the credit card statement showing vendor s name and dollar amount paid All payments must match the invoice that was submitted
Receiving Reimbursement Payment Tourism Director reviews reimbursement materials Finance Department reviews reimbursement materials Check should be issued from the Finance Department following approval by the BCC within 45days. All expenditures for which funds are requested for reimbursement funds will be subject to audit by the County Auditor s Office.
Resources Clay County Tourism Department Small Business Development Center: Marketing, Fundraising, Finance/Budget, etc. Fleming Island High School Tourism Academy Research/Data Collection: London Tourism Publications UNF Research Department University of FL Tourism Research Department Event Resources: 904TIX EventBrite InToGo Enhancing the visitor experience: Mobile services charging stations, ATMs
Thank you!