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HomeMy WebLinkAbout4.3 Explore Minnesota Tourism Crisis and Marketing Grants TO: Board of Directors, Cottage Grove Convention and Visitors Bureau FROM: Matt Wolf, Assistant to the City Administrator DATE: January 21, 2021 RE: Explore Minnesota Tourism Crisis Marketing Grants Background In late 2020 Explore Minnesota launched the 2020 -2021 Phase I and Phase II Crisis Marketing Grant program. The programs are meant to assist Destinations Marketing Organizations (DMOs) in Minnesota that have been impacted by the COVID-19 pandemic, due to the rapid decline of tourism revenue. The programs were designed to help DMOs provide advertising dollars to agencies so they can remain visible to customers and continue to stimulate travel for the economic benefit of various DMO destinations. Phase I of the program closed its applications cycle on December 31, 2020 and requires all funds be spent by April 30, 2021. Phase 2 closes its application cycle on March 15, 2021 with the requirement that all funds be spent by December 31, 2021. The amount each or ganization could apply for is based on the applicants 3-year average of Tourism Marketing Grant program funding. Since the Cottage Grove Convention and Visitors Bureau has no previous grant funding, it qualifies as a first-time applicant. Based on those guidelines, the Cottage Grove Convention and Visitors Bureau qualifies for $1,000 for Phase I and $1,250 for Phase II. The grants are on a reimbursement basis and will be paid out once all expenses are submitted. Discussion The grants are on a reimbursement basis and will be paid out once all expenses are sub mitted at the end of April. The Phase I grants are stricter in their use and can be used for the following purposes: • Print Advertising • Digital Advertising • Television Advertising • Radio Advertising • Billboard Advertising • Paid Social Media Advertising Based on the grant guidelines for Phase I the recommendation is to use the money as part of a Brand Awareness Social Media campaign in April. Utilizing Sievers Creative the campaign would be a 50-mile radius marketing campaign that would focus on Cottage Grove and the various amenities available to visitors to the community (i.e. Parks, Trails, Sporting Locations, Recreation, etc.). The ads would drive consumers to the Visitor Bureau webpage where they would sign-up a mailing list. By signing up for the mailing list visitors would be eligible for a chance to win a prize Board of Directors, Cottage Grove Convention and Visitors Bureau January 22, 2021 Page 2 of 3 (the prize is still to be determined). The ads would run through April and would be completed and paid for by the April grant deadline. All the ads would also be required to feature the Explore Minnesota logo as part of the grant. The Phase II grants can be used for a wider variety of items that includes the following purposes: • Search Engine Optimization (SEO) • Google AdWords and Search Engine Marketing (SEM) • Production of photo and video assets • Website development and enhancement, including content creation through a vendor (hosting and maintenance fees are not eligible) • Media production, ad creation, graphic design services • Visitor guide production, development, and distribution • Direct Mail • Social media management through a vendor • New and existing event operations support held within the executed grant contract dates, subject to limitations • Print advertising o Phase II Tourism Crisis Grant funds can be used for: ▪ advertising in 2021 Biking Guide ▪ advertising in the MN Explorer Newspaper (Winter 2020 and Spring/Summer 2021 only) ▪ advertising in destination or community guides • Digital advertising • Television and video advertising • Radio and audio streaming advertising • Billboard/Out of Home advertising • Paid social media advertising Currently, currently we are asking for Board suggestions on how on to specifically utilize the $1,250 for 2021. One idea is that as we move forward in the year we could use the funds for special project funding or as a reserve fund or extra cash for an area the Visitor Bureau would like to direct more funding. No reporting on how the funds is spent must be done until December 31, 2021. For that reason, a suggestion would be to hold-off for now on deciding how the funds are used until later in the year. However, if the Board has a specific focus for the funds we can discuss as part of the meeting. Recommendation 1. By Motion Approve the Phase I Explore Minnesota Tourism Crisis Marketing Grant for $1,000 to be used in a Social Media Brand Awareness Campaign. 2. Discuss how the Visitors Bureau should use the Phase II Explore Minnesota Tourism Crisis Marketing Grant for $1,250 in 2021. Attachments 1. 2021 Phase I Tourism Marketing Grant Guidelines Board of Directors, Cottage Grove Convention and Visitors Bureau January 22, 2021 Page 3 of 3 2. 2021 Phase II Tourism Marketing Grant Guidelines 3. Explore Minnesota 2020-21 Marketing Crisis Grant Contract Phase I 4. Explore Minnesota 2020-21 Marketing Crisis Grant Contract Phase II