instructions for fy07 leisure travel …€¦ · web viewfy2019 marketing matching grant project...

Missouri Division of TourismPromote Missouri Fund Program

FY19 Marketing Matching GrantProject Summary Report

FY2019 MARKETING MATCHING GRANT PROJECT SUMMARY REPORT

The project summary report is your opportunity to provide MDT with the outcomes of your FY2019 Marketing Matching Grant project. As is the case for use of taxpayer dollars, it is necessary for MDT to show benefit to the state of Missouri for all expenditures.

Completion of this form is mandatory. Applications for future funding will not be accepted from DMOs with outstanding or untimely summary and measurement reporting from any previous fiscal year. Refer to the approved application/contract as you complete this summary report -all responses must tie directly to the information provided there. Use this form only. Do not substitute. Be as accurate as possible.

Submit completed forms by December 3rd, 2019 to:Missouri Division of TourismPromote Missouri Fund ProgramPO Box 1055Jefferson City, MO 65102

OR (Originals are not required) Email the completed forms by December 3rd, 2019 to:[email protected]

Contract #, DMO name, and Project nameComplete the contract number, DMO name, and project name in the spaces provided.

Date project completeEnter the date the project was completed. This would be when all expenses had been incurred and the project was completed. All expenses MUST be incurred during the correct fiscal year.

Total state dollars awardedEnter the amount of state dollars approved/awarded for this project. If the budget was modified, the most current approved/awarded amount should be entered.

Local matching funds expendedEnter the total dollar amount of local DMO matching funds expended on this project.

Total state dollars reimbursedEnter the total dollar amount reimbursed by MDT on this project.

Percentage of in-state/out-of-state marketingOf the total project amount, indicate the percentages expended on in-state and out-of-state marketing. For CTL 6 & 7, a minimum of 75% MUST be out-of-state.

Question #1Complete the chart for all marketing activities included in the MMG project. Indicate how many ads were placed, the number of impressions and the call to action by media type. An impression or ad exposure is the number of times the advertising is presented to the potential traveler. For more information on impressions, please see the examples below.

Examples Print ads – 6 ads placed: According to information provided by the magazine, its circulation is

20,544 per issue. One ad was placed in each of six issues. A reasonable estimate of the resulting impressions or exposure of the ads is 123,264, or 20,544 circulation X 6 issues.

Billboards – 2 placed: Use the number of viewers (impressions) available through the billboard vendor for specific placement locations (viewer #s x 2 ads = impressions).

of 4MMG FY19 Project Summary

TV ads – 12 placed: Use the viewer numbers (impressions) available through the TV or Cable vendor for specific run times (viewer #s x 12 ad = impressions).

Radio ads – 12 placed: Use the number of listeners (impressions) available through the radio vendor for specific run times (listener #s x 12 ad = impressions).

Digital Marketing – 12 placed: Use the number of viewers (impressions) available through the online vendor for specific placement times (viewer #s x 12 ads = impressions).

Question #2Based on the call to action information provided in Question #1, complete the chart. Indicate the website visits, phone calls and reader service cards completed for both last year and the current fiscal year period. Using those two numbers, calculate the % difference between the two years.

To calculate the percentage increase: Take the new number and subtract the original number to get the difference between the two. Then, divide that difference by the original number. Finally, multiply that number by 100 to get the percentage. If your answer is a negative number, then this is a percentage decrease.

Examples: FY2016, there were 500 website visits. FY2017, there were 600 website visits. 600-500=100

100/500 = 0.20.2*100 = 20% increase

FY2016, there were 700 phone calls. FY2017, there were 300 phone calls.300-700 = -400-400/700 = -0.57-0.57*100 = -57.14% decrease

Question #3 - If SEM was not reimbursed under this MMG project, skip Question #3 and leave it blank.

Complete the chart for SEM if it was a reimbursable expense under this MMG project. Indicate the number of campaigns, the number of clicks, number of impressions, and the Click through Rate (CTR). This information can be found in the DMO’s Google Analytics Report provided by Madden Media.

Question #4List the positive ways this MMG project impacted the travel marketing of this destination. Be specific as possible, use examples, and only use the space provided.

Question #5Was a letter sent to your local legislators? If so, please provide a copy of the letter. Question #6Select the required outcomes measurement(s) for this project.

If SEM was reimbursed through the MMG project, check the Google Analytics Summary Report box and include that report (provided by Madden) with this Project Summary Report.

If the DMO is a 5 or lower, check the Tax Revenue Comparison Report box and include that information with this Project Summary Report. If possible, include County Sales Tax numbers and/or Tourism Tax numbers. Most importantly, the report must compare the same taxes collected for the two year period, it must indicate the type of tax (county, city, lodging, etc) and must include the percentage difference.

If the DMO is a 6 or 7, check the Ad Effectiveness Research Study with ROI box and include the entire study with this Project Summary Report.

Question #7 - This question is for DMOs with a CTL 6 or 7 only. If the DMO CTL is 5 or below, skip this question and leave it blank.

If the DMO is a CTL of 6 or 7, use the Ad Effectiveness Research Study to complete the chart.

SignaturesComplete the required signatures, names and dates.


Missouri Division of TourismPromote Missouri Fund Program

FY19 Marketing Matching GrantProject Summary Report

FY2019 Project Summary Report

Contract # DMO name

Date project complete Project name Total state dollars awarded $ Indicate the % of the total dollars expended for:

Local matching funds expended $ In-state marketing %State dollars reimbursed $ Out-of-state marketing %

Please respond to all questions in the space provided.

1. Provide the following information for each media type:

Media # of Ads Placed

# of ImpressionsCheck if Call to Action was a

Website

Check if Call to Action was a

Phone#

Print Ads

Billboards

Television Spots

Radio Spots

Digital Marketing

TOTALS

2. Based on the call to action information provided in question #1, complete the following table:

Call to Action # for FY2016 # for FY2017 % of Difference (+ or -)

Website Visits %

Call to 800# %

Reader Services %

3. If applicable, provide the following information for the SEM campaign:

Search Engine Marketing# of

Campaigns # of Clicks Delivered# of

ImpressionsAverage Click –

through Rate


4. List the positive ways this MMG project impacted the travel marketing of this destination?

5. Was a letter sent to your local legislators? If so, please provide a copy of the letter.

6. Select the required outcome measurement(s) for this project:

If SEM applicable: Google Analytics Summary Report

CTL 1-5: Tax Revenue Comparison Report (FY17 tax collections vs. FY18 tax collections)

CTL 6 & 7: Ad Effectiveness Research Study w/ROI

7. For CTLs 6 and 7, provide the following performance measurements:

Advertising Recall % Incremental Room Nights # Aware Households (Reach) Avg. Visitor Expenditures $

Increment Travel % Economic Impact $ Incremental Trips Media Investment $

Return on Investment (ROI) $

Project Director Signature President/CEO Signature

Type or Print Project Director Name and Date Type or Print President/CEO Name and Date


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