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Destination BC Co-operative Marketing Partnerships Program Application You may fill in the form below or use the headings in a separate document. Please try to limit your application to a maximum of eight pages. Contact Information: Applicants: Representatives: Lead Organization: Authorized Authority: Identify all partners in the Community Consortium, Sector Organization, Individual Community or Paired Community. Please have an authorized Representative from each Applicant sign the application form. List the names, contact information and signatories for all partner Applicants. Identify the Legal Entity which will be assuming financial and reporting responsibility for the Applicants. Provide contact information: name, address, telephone, email address and other pertinent information. Identify the Representative who will act as the primary contact for the Application. Mailing Address: Email: Telephone: Contact Person: (if different from above) Email: Telephone: Applications are due by November 30th. Incomplete or late proposals will not be considered. All funding received for successful applications must be spent by the end of the contracted term. Co-operative Marketing Partnerships Program, Open Pool – Application Form Page 1 Application Proposal: Applications must be sent by email to [email protected] Lead Organization Identify the Legal Entity which will be assuming financial and reporting responsibility for the Applicants. Provide the name of the initiative, if applicable. Name of Initiative Project Description Situation Analysis Objective(s) Strategies Describe the project, including its purpose and geographical area or sector experience being promoted. Provide a high level situation analysis that describes the marketplace and defines the opportunity for your project in terms of this Co-operative Marketing Partnerships Program. Your situation analysis should include the following types of information: Estimated size of this market, market potential, capacity and major trends in your sector and product category. Sales history (expressed in dollars or by volume) over the past three to five years. Identification of competitors and their strengths and weaknesses. A discussion of the buying habits and attitudes of consumers toward your products/services. Market development initiatives previously undertaken and currently used to develop identified markets. List the objectives of your project. Explain carefully and clearly how the proposed project objectives complement and/or support the program goals outlined in Section 2.0 Provide an overview of your marketing strategies for the proposed project: Describe the general approach you plan to use to achieve the stated objectives. Outline the basic positioning of your product(s), including how you plan on differentiating them from competitive products/destinations. Explain how your proposal’s strategies are consistent with Destination BC marketing strategies and contribute to overall provincial strategic priorities. (http://strategy.destinationbc.ca/) Co-operative Marketing Partnerships Program, Open Pool – Application Form Page 2 Markets/Segments List the geographic markets, and describe target segments, that will be included in this initiative. (http://strategy.destinationbc.ca/where-we-willfocus/our-consumer-segments/) This program is intended to support new or expanded research based marketing activities in primarily BC, Alberta and Washington. Proposals targeting markets other than these will need to provide the appropriate business rationale. Please include your focus of effort by market, and by season if appropriate. Provincial Destination Brand Alignment Identify how your project aligns with the provincial destination brand and marketing efforts, as well as how your project reinforces and strengthens the destination brand. More on the BC Destination Brand, including creative guidelines: http://www.destinationbc.ca/Resources/british-columbia-tourismbrand.aspx Tactics For each tactic, list the following information: Tactic name Short description of the tactic and expected output (i.e. social media, media release, etc.) Rationale/objective of tactic Timing o When will the tactic begin and end? o If the tactic will take place over several months, are there any identifiable milestones before completion? Budget Measurable call to action (CTA) Tracking mechanisms to measure results (e.g. Google analytics, number of bookings, number of booth visits, etc.). You will be asked to provide results in the year-end Post Project Report. The tactic must be completed and all funds must be spent by the end of the contracted term. Membership Model If your organization is membership-based, briefly describe your membership model and identify how it is being addressed within the campaign to ensure all relevant tourism stakeholders can participate in the project. Co-operative Marketing Partnerships Program, Open Pool – Application Form Page 3 Budget Summary and Funding Request Provide a detailed budget that includes the estimated costs of each tactic, the amount for each tactic being contributed by the applicant, the amount of financial assistance for each tactic being requested by Destination BC and the total budget amount. Identify any assumptions used to develop the budget. Partner Organizations (if any) and Funding Request Marketing Tactic Tactic 1 Tactic 2 Tactic 3 Tactic 4 Tactic 5 Applicant $ $ $ $ $ $ Total: $ DBC $ $ $ $ $ $ $ Total Budget $ $ $ $ $ $ List the organizations that have committed funds to this project and specify the financial contribution from each organization. To achieve the program objective of greater leveraging opportunities for public and private funds, when reviewing applications, a greater emphasis will be given to applications that include financial contributions from individual tourism businesses. Where another provincial or federal government agency has been approached, please provide the name of the agency, the program and the amount of financial assistance received. If the financial assistance has not yet been confirmed, please indicate the funding as “pending”. Destination BC funding request: Applicant funding contribution: Applicant funding contribution: Applicant funding contribution: Private sector businesses: (Add more rows if needed) $ $ $ $ $ ___________ ___________ ___________ ___________ ___________ Total: $ ___________ Evaluation Indicate the funding request to Destination BC. Cost-shared funding is available up to 50% of total eligible marketing costs in Year 1 and up to 40% in subsequent years. Describe how you will determine whether the project objectives (outlined earlier in your application) have been achieved – including the performance measure(s) you will use, the measurement method(s) you will use, including what data you will collect, how and when, and your performance targets for the project For a sample of Key Performance Indicators (KPIs), see Measuring the Success of Marketing Activities (http://www.destinationbc.ca/Resources/Monitoring-andEvaluation/Measuring-the-Success-of-Marketing-Activities.aspx) Co-operative Marketing Partnerships Program, Open Pool – Application Form Page 4