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HomeMy WebLinkAbout4.2 2021 Budget Project & Initiatives Presentation TO: Board of Directors, Cottage Grove Convention and Visitors Bureau FROM: Matt Wolf, Assistant to the City Administrator DATE: January 22, 2021 RE: 2021 Budget Project & Initiatives Presentation Background At the January 22, 2021 Cottage Grove Convention and Visitor’s Bureau Board of Directors meeting key priorities were finalized as part of the 2021 budget discussion. These items are in the table below and are all incorporated into the final budget. Table 1. 2021 Marketing Priorities and Objectives for the Cottage Grove Convention and Visitor's Bureau from the November 23, 2020 CGCVB Board of Directors Meeting. 2021 Marketing Priorities Photography - $3,500 Digital and Print Advertising (Havefunbiking.com and Let's Play Hockey) - $4,100 360 Degree Marketing Videos for Wedding and Events Venues - $4,000 Web Advertising (Google AdWords and Facebook Ads) - $5,800 Logo and Contact Information Marketing (Parks Signs, Window Clings, etc.) - $400 Dasher Board Ad at Ice Arena - $1,250 Tournament Support - $2,000 Discussion With the 2021 budget approved staff wanted to go into more detail on the plan to carryout each strategy and initiative for the Board of Directors to give their thoughts. Each budget item will be given an update as part of the meeting on Tuesday, January 26. For the sake of brevity and clarity each item is bullet-pointed below with key topics to be presented during the meeting. 1. Photography - $3,500 a. Sievers Creative has invoiced the Visitor’s Bureau for $1,250 for a day long photo shoot that includes photo editing. Sievers Creative invoiced the Visitor’s Bureau in November and the was paid for as part of the Washington County Limited Convention and Visitor Bureau Assistance Program. i. Session would take place this summer, ideally when larger gatherings could occur. ii. Pictures for the day long photo shoot would include: 1. River Oaks Golf Course and Event Center 2. Restaurant and Dining Options Board of Directors, Cottage Grove Convention and Visitors Bureau January 22, 2021 Page 2 of 4 3. Ice Hockey Arena (3 on 3 Tournament) 4. Kayaking at Hazen P. Mooers 5. Kids at Play in Major Parks (i.e. Highlands, Woodridge, etc.) 6. Recreation on Trails/Paths in the Community 7. Country Inn & Suite, Wakota Inn, and Hope Glen Tree House b. Nathan Klok Photography who the City of Cottage Grove has wo rked with at a rate of $250/picture c. Mr. Klok’s work has been used extensively by the City in the EDA Marketing Booth recently completed, Annual Report, and many other professional documents d. The Visitor Bureau would use the $3,500 to work with Mr. Klok to take more pictures of events throughout the year (i.e. Strawberry Fest, Business Showcase, Kidsfest, etc.) e. We would also utilize both Sievers Creative and Nathan Klok Photography on an as needs basis for pictures needed to create ads for various publications. 2. Let’s Play Hockey - $1,650 a. Ice Arena hosts the Figure Skating Club, Hockey Association, Skating School, East Ridge High School Boys Hockey Club, and Park High School Boys and Girls Hockey Clubs b. Use a $1,000 to advertise in Let’s Play Hockey from May to August for their upcoming season hosted tournaments c. Use $100 to place white stick logos on the entry of doors at the Cottage Grove Ice Arena d. The Parks and Recreation Department will be hosting a 3 on 3 tournament utilizing the South Rink and would use $550 for social media advertising, lobby banner, dasher board ad, and potential gift item 3. Havefunbiking.com - $2,450 a. Havefunbiking.com is a popular advertising of up to 300,000 digitial downloads and 30,000 printed guides b. Advertising would include a map of Cities trails and a blog post discussing biking in the community. c. Annual pricing is $2,450 and would include a second publication in LetdoMN at no charge d. Goes to press by the end of March, distribution through Ap ril and in use by Mid- May e. Digital version is updated every quarter 4. Wedding and Event Venues Marketing Videos - $4,000 a. Given the current climate of the tourism and wedding event venues, the Visitor Bureau would delay these videos until later in the year. 5. Web Advertising through Social Media (Google AdWords and Facebook Ads) - $5,800 Board of Directors, Cottage Grove Convention and Visitors Bureau January 22, 2021 Page 3 of 4 a. Staff met with Sievers Creative and Skol Advertising to discuss advertising through social media b. Both companies stated that for the best service they would recommend $5,000 a month for a full package, which includes running the Visitors Bureau social media accounts with posts, Google AdWords, and Facebook Banner Ads. c. Currently the Visitor Bureau only has $600/month to spend on web advertising so Sievers Creative gave us a quote of $600 a month with the running ads starting in April through December d. Staff is discussing what is the best method for running social media for the Visitor Bureau moving forward with a goal to average 3-5 posts a week e. Services would include online ad campaigns with monthly reporting and ad design with content creation 6. Logo and Contact Information Marketing (Park Signs, Window Clings) - $400 a. Place Discover Cottage Grove stickers on Park Building Doors at $15 a piece in April of 2021 b. Place stencil of Visitor Bureau logo on various park paths around Cottage Grove at cost of $100 for the stencil in May of 2021 c. Install window cling shades at Hearthside (2) and Peter Thompson (2) for a total cost of $700 in June of 2021 d. Place Park Post Stickers at Cottage Grove Parks at $3 a piece in April of 2021 e. Place Door Window Clings at $10 each in March of 2021 7. Dasher Board Ad at Ice Arena - $1,250 a. Item was included in the Washington County Limited Convention and Visitor Bureau Assistance Program and is currently installed. b. Dasher Board Ad is complete and installed through 2022. 8. Hockey Tournament Support - $2,000 a. Staff will be meeting with the Hockey Association on promoting the Turkey Tournament and bring teams from outside the metropolitan area to utilize our hotels Board of Directors, Cottage Grove Convention and Visitors Bureau January 22, 2021 Page 4 of 4 b. Meeting will be setup to discuss the details of the support once the Visitor Guide is complete in April Recommendation Review the plans for the 2021 Projects and Initiatives and give comments or suggestions for changes.