Download Event Marketing Competitive Grant Application Grant Cycle from

Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
Iberia Parish Tourism Community Development Fund
An Agency Fund of Community Foundation of Acadiana (CFA)
Event Marketing Competitive Grant - Application Guidelines
TABLE OF CONTENTS
Competitive Grant Program Overview …………………………………………………………………………….2
Event Marketing Grant Guidelines ………………………………..………………………………………………4
Grant Application……………………………………………………………………………………………………..6
Attachments
A. Event Marketing Plan………………………………………………………………………………….8
B. Event Media Plan ………………….….………………………………………………………………9
C. Budget Form………………………………………………………………………………………….11
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Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
Iberia Parish Tourism Community Development Fund
An Agency Fund of Community Foundation of Acadiana (CFA)
Event Marketing Competitive Grant - Application Guidelines
GOALS
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To facilitate development of Iberia Parish tourism products that will enhance the visitor experience
To strengthen parish tourism partnerships and alliances to support the Iberia Parish tourism
industry as a whole
To increase visitation, length of stay and tourism expenditures in Iberia Parish
It is the intent of Iberia Parish Tourism Community Development Fund at CFA to fund tourism product
development initiatives and event marketing that significantly increase tourism in Iberia Parish.
DEADLINE: Applications must be postmarked, emailed or delivered no later than August 15, 2012
TYPE OF GRANT AWARDED THROUGH THIS PROGRAM
1. EVENT MARKETING GRANTS – Up to $ 5,000 for qualifying marketing expenses associated with
the promotion of an Event. Appropriate documentation required for reimbursement.
REQUIREMENTS FOR GRANT:
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501(c)(3) applicants must complete a DONORSense® profile and achieve “CURRENT” status from
CFA. CFA will retrieve specific information from the DONORSense® profile. Such information
includes, but is not limited to, the organization’s IRS 501(c)(3) letter of determination, mission
statement and organization description, management and board experience, and financial overview.
For non 501(c)(3) organizations, a similar report format is required. For more information about
completing a DONORSense® profile or its equivalent, please contact Erin Winder, Director of
Philanthropy at [email protected] or 337-769-4842.
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The Event must take place between September 15, 2012 and March 31, 2013.
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The Event must take place in Iberia Parish.
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Trades, donated or in-kind services and products are not eligible for payment/reimbursement under
this grant.
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Should the Applicant be awarded a grant, the Applicant agrees and understands that CFA has the
option of designating which of the Applicant’s proposed activities and expenditures may be funded
with the grant award.
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Grantee is required to sign a Grant Agreement with CFA.
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Grantee shall provide an evaluation report due on the 15th of the month following the event. Detailed
reporting guidelines will be established in the Grant Agreement.

Grantee shall provide a W-9 Form Request for Taxpayer Identification Number and Certification.
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Grantee shall use the official logos and references of BP, Louisiana Office of Tourism, and the Iberia
Parish Convention & Visitors Bureau in all media and marketing of the event, as described in the
Grant Agreement with CFA.
Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012

A “qualifying marketing expense” is defined by type and target. That is, a marketing expense is only
eligible for reimbursement/payment through the grant if it meets both criteria.
Type
Qualifying Media/Marketing
Channels
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Newspaper
Magazine
Radio
Television
Billboard
Interactive advertising is eligible
for web banners on websites that
are: 1) An Online Travel Agent
(e.g., Orbitz.com or
lastminute.com) or 2) Directly
connected with an eligible media
outlet (e.g.,southernliving.com or
dallasnews.com)
 Brochures or rack cards
promoting an event, maximum
print 20,000. Must be distributed
through a recognized brochure
distribution company
(i.e.,Louisiana Travel Promotion
Assoc. Brochure Distribution
Program, Certified Folder
Distribution Inc.) Contact the
IPCVB 337-365-1540 for
information.
Ineligible Marketing Expenses
 Consulting services
 Promotional items (includes parade
throws)
 Event signage
 Annual guides, planners and
directories
 Documentaries
 Maps
 Media production, design or editing
expenses
 Search Engine Marketing and Search
Engine Optimization
 Social media websites (i.e.,
Facebook, You Tube, Twitter)
 Direct Mail
 Printing expenses with the exception
of brochures or rack cards promoting
an event, maximum print 20,000.
***NOTE: Qualifying marketing expenses
include the actual placement costs of
media, but not associated ad creative or
media production expenses.
Target

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Marketing and advertising may be directed locally inside a 50-mile radius of the Event,
but applicants are encouraged to include marketing and advertising outside a 50mile radius as well. Preference will be given to applications that include marketing
and advertising outside a 50-mile radius of the Event.
Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
I.
EVENT MARKETING GRANTS
A. DEFINED
Iberia Parish Tourism Community Development Fund’s Event Marketing Grant will not exceed
$5,000 for qualifying marketing expenses incurred by a Grantee to promote an Event that will be held
in Iberia Parish between September 15, 2012 and March 31, 2013.
The Event should attract visitors to Iberia Parish, enhance the visitor experience, and promote
a positive image of Iberia Parish as a tourism destination.
Eligible Events for Marketing Grants
 Fairs/Festivals/Tourism Events
that will bring future travel to
Iberia Parish
 National tourism media
conferences held in Iberia Parish
that will bring future travel to
Iberia Parish (i.e., OWAA or
SATW)
 Competitions or Sporting Events –
regional, national or international
championships or competitions held
in Iberia Parish that draw
participants from throughout
Louisiana or from another country
and attract significant media
coverage (i.e., Bassmasters)
 Grand Opening of a brand new
Iberia Parish tourism asset.
 Niche events (i.e., car, motorcycle,
cycle, canoe, RV, equine, mine
rescue competition)
Ineligible Events for Marketing
Grants
 Award ceremonies
 Conferences and conventions,
*with the exception of national
tourism media conferences
 Events held in multiple areas of
the parish and state (i.e., Mardi
Gras, holiday parades)
 Familiarization (FAM) trips
 Family reunions
 Anniversary celebrations
 Additions, refurbishments or new
exhibits to a private or publicly
owned tourism asset
 Sweepstakes Promotion
B. HOW TO APPLY
Applicant must submit (1) copy of each:
___ Completed Application Form
___ Marketing Plan (Attachment A)
___ Media Plan (Attachment B)
___ Comprehensive Budget (Attachment C)
*Budget must reflect upcoming event, not a past event
___ Completed and signed W-9 Tax Form
___ Supplemental Questions Form
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Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
C. DEADLINE TO APPLY
Application must be postmarked, emailed or delivered no later than August 15, 2012.
Late applications cannot be accepted.
The application and all supporting documents should be submitted as a complete package, which
may be mailed, shipped or hand-delivered to:
Community Foundation of Acadiana, 1035 Camellia Blvd., STE 100, Lafayette, LA 70508.
Completed packages can be submitted electronically to [email protected].
The primary contact listed on the application form will be notified of the status of their request.
D. EVALUATION CRITERIA
All timely, complete, eligible applications will be reviewed, ranked and recommended for funding
based upon the evaluation criteria listed here. CFA may also consider such factors as scope or
classification of organization and event, number of applications received, past performance and
cooperation with program guidelines for previous CFA sponsorship recipients.
1. Marketing Plan – CFA will evaluate to what degree the marketing and media plans are:
a. Thorough (e.g., includes specific media, placements, timelines of advertising, cost of
media, circulation rate/audience reach and target markets)
b. Compliant with CFA grant guidelines
c. Strategic
d. Targeted to create results (i.e., able to attract visitors from outside a 50-mile radius of the
Event)
e. Realistic in its goals and specific/measureable objectives
2. Event – CFA will evaluate to what degree the Event:
a. Will benefit the parish, generally
b. Will produce specific, quantifiable results including but not limited to, estimated and past
attendance, registration/participation numbers, admissions revenue, registration fees
collected, number of hotel room nights/occupancy rates/ADR, food and beverage tax and
average visitor spending
c. Has a sound plan to measure achievement of objectives
d. Will generate significant economic impact to the local area and/or region
e. Will deliver a strong return on investment (ROI)
f. Can deliver a quality experience relevant to the applicant’s available resources
3. Partnerships – CFA will evaluate the extent to which the Event will involve partnerships that
leverage additional public/private investment to ensure a successful event. Preference will be
given to applications from organizations that partner with other organizations to strengthen the
impact of marketing.
4. Budget – CFA will evaluate how well the Applicant’s Budget:
a. Meets eligibility requirements. Maximum request cap of $ 5,000.
b. Lists all revenues and expenses and clearly indicates qualifying advertising/marketing
costs. (All sample budget expenses and revenue items may not be applicable to all
events.)
c. Reflects a “true need” for funding
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Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
Iberia Parish Tourism Community Development Fund
EVENT MARKETING
COMPETITIVE GRANT APPLICATION
Name of Event _________________________________________________________________
Legal Name of Entity Applying _________________________________________________________
Date of Event _______________________________________________________
Grant Requested $_______________________
Does your Event promote the following?
___ Arts
___ Nature/Outdoors
___ Music
___ Sports
___ Culinary
___ Heritage/History
___ Other, Please list __________________________________
Type of Entity (check only one)
___ City Government
___ Convention and Visitors Bureau
___ Parish Government
___ Fair or Festival
___ Chamber of Commerce
___ Attraction
___ Entertainment Venue/Events
___ Association
___ Other, Please list ______________________________________________
Event Location Information
City _______________________________
Parish______________________________
Primary Contact for Event (concerning this application)
Name_________________________________________________
Title___________________________________________________
Address, City, State & Zip __________________________________
Phone __________________________________________________
Email ___________________________________________________
Website__________________________________________________
ATTENDANCE/VISITATION
Total estimated attendance/visitation for this year’s Event
Total attendance/visitation from previous year’s Event (if applicable)
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_____________
Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
Supplemental Questions
This form should be typed and submitted with all Marketing grant applications.
1. Is this a first-time Event? Yes or No
2. Is this Event a partnership with other organizations, Yes or No.
If so, please list all organizations involved.
3. Have you applied for or received any governmental or state entity assistance for your Event? Yes or No.
If yes, please list.
4. Briefly provide any other information you deem appropriate for the application evaluation.
Applications must be postmarked, emailed or delivered no later than August 15, 2012 to:
Linda V. Dautreuil
Community Foundation of Acadiana
1035 Camellia Blvd. STE 100
Lafayette, LA 70508
(337) 769.4843
[email protected]
I have read and understand all Community Foundation of Acadiana Competitive Grant Program guidelines. If awarded
a grant, I agree to all the guidelines and terms listed in the application and understand that failure to comply will result in
disqualification or forfeiture of grant funds.
______________________________________
Authorizing Official Print Name and Title
_______________________________________
Authorizing Official Signature and Date
____________________________________________________________________________________
Staff Use Only
_______ Date application received
_______ Date of Event
_______ Application complete
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Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
ATTACHMENT A – EVENT MARKETING PLAN
EVENT MARKETING GRANT
*** This form should be typed, including the following information. The Event Marketing Plan is to be
submitted with all Event Marketing Grant applications.
Event Description
Narrative, including background of event
Goals and Objectives
Specific goals and objectives for event
Target Audience(s)
Describe target audience for event
Marketing & Promotional Strategies
Media Plan – Please fill out ATTACHMENT B to include with marketing plan
Additional Deliverables
Any element of visibility or opportunity for BP, the Louisiana Office of Tourism and the Iberia Parish
Convention & Visitors Bureau, to leverage its support of this project.
(For example: Event signage with the Louisiana’s Pick Your Passion logo, iberiatravel.com logo, etc.)
Performance Measures
Specific, quantifiable tracking and evaluation measures for event. Describe plan to measure
achievement of objectives.
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Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
ATTACHMENT B - MEDIA PLAN
EVENT MARKETING GRANT
Form should be typed and submitted with ALL Event Marketing Grant applications.
All qualifying marketing and advertising may be directed locally inside a 50-mile radius of the Event, but applicants
are encouraged to include marketing and advertising outside a 50-mile radius as well. Preference will be
given to applications that include marketing and advertising outside a 50-mile radius of the Event. Qualifying
marketing expenses include the actual placement costs of media, but not associated ad creative or media
production expenses.
 List only qualifying marketing expenses eligible for reimbursement through Event Marketing Grant
Program.
 Broadcast coverage maps or documented proof of media reach should be attached for all
advertisements/proposed medium for CFA to determine the target and eligibility of media.
 All grant-funded printed materials and other visual advertising and publicity must include BP, Louisiana Office of
Tourism and the Iberia Parish Convention & Visitors Bureau logos. For broadcast announcements and scripts,
Grantee shall include the following phrases “Louisiana: Pick your Passion” and “Visit IberiaTravel.com to
plan your trip today.”
Print Placement (Magazine, Newspaper)
Publication Name
Market (s)
Ad Size
Issue Date
Circulation
No.
Totals
Broadcast Placement (Radio/Television)
Station
Designated Marketing Area
Call
(DMA)
Letters
Spot Length /
Frequency
Totals
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Budgeted Cost
$_____________ $_______________
Broadcast
Dates
Budgeted Cost
$_____________ $_______________
Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
Outdoor Placement (Billboards)
Location
City, State
Size
Dates
Budgeted Cost
Totals
Interactive Advertising/Web Banners
Web Site Name
Web Site Address
Target Audience
$_____________ $____________________
Dates
Totals
Budgeted Cost
$_____________ $___________________
Brochure/Rack Card (Distribution & Printing)
Distribution
Company
Distribution
Cost
Printing
Cost
Brochure or
Rack Card
Totals
Total Budgeted Cost of Marketing
Total Grant Request of CFA
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$__________
$__________
Quantity
(Max,
20,000)
Budgeted Cost
Distribution &
Printing
$__________
$________
Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
ATTACHMENT C - UPCOMING EVENT BUDGET (2012 or 2013)
SAMPLE
Name of Contractor:
Name of Event:
Anticipated Income or Revenue
Please include anticipated funding including cash, participant fees, and all sponsorships, grants and funding support, in order to
establish the need for funding. (Do NOT include request for funding with this application).
Sources of Revenue
Cash on hand
Amounts___________
$
Admission/Ticket Sales
$
Participant and Entry Fees
$
Vendors
$
Other Earned Income (Itemize)
$
Federal Grants (List Sources)
$
State Grants (List Sources)
$
Parish Grants
$
City Grants
$
Community/Local Grants (List Sources)
$
Foundation Grants (List Sources)
$
Corporate Support (List Sources)
$
Fundraising
$
In-kind donations (Itemize)
$__________________
Total Expected Revenue
$
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Event Marketing Competitive Grant Application
Grant Cycle from July 1, 2012 – August 15, 2012
Anticipated Expenses
Please provide a comprehensive budget for the entire project.
Note: This is a sample format; therefore budget line item categories may be modified based on actual expectations.
Expense Categories
Staff salaries
Total
CFA Grant
Amount (included in Total Amount)
$
Related benefits
$
Travel
$
Professional & Contract services
(Attach sub-contractors bids/estimates/quotes)
$
Production and Logistics Expenses -Shipping, Transportation
$
Printing, etc. (Itemize)
$
Facility/Site Rentals - Rental of a hall, fairgrounds, etc. (Itemize)
$
Insurance
$
Artist Fees – i.e. entertainment (Itemize)
$
Licensing Fees (Itemize)
$
Security Services
$
Acquisitions & major repairs
$
Marketing and Advertising
List each qualifying marketing expense
Other charges (Itemize)
$
Total anticipated expenditures
$
$
(Budget categories listed above reflect a typical budget and may be adjusted by recipient to reflect actual
categories necessary for each individual project or program.)
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