Tourism Experiences Marketing Program Guidelines and Application

2014

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Objective Provides co-operative financial assistance, to assist tourism products, experiences, and major events with marketing projects that will help attract first time visitors from outside of Nova Scotia and encourage them to stay longer and spend more.

Successful applicants must be able to demonstrate alignment to the Nova Scotia Tourism Strategy and measurable value to Nova Scotia tourism.

EligibilityThe Tourism Experiences Marketing Program is designed to support up to 50 per cent of eligible marketing costs for a project, event or initiative to a maximum of $20,000.

Applicants • Organizations that conduct tourism-related

activities and programs that benefit the province and region

• Must be in good standing with the Provincial Registry of Joint Stock Companies and have no outstanding obligations with the Nova Scotia Department of Economic and Rural Development and Tourism or the Nova Scotia Tourism Agency (NSTA).

• Applicants must be able to demonstrate measurable value to tourism in Nova Scotia

• Successful applicants must work with the NSTA to develop a mutually beneficial plan to promote the event, product or experience via NSTA’s marketing channels

Projects • Marketing initiatives including the

development and production of promotional materials, advertising placement and digital marketing activities that align with the Nova Scotia Tourism Strategy.

• Projects must demonstrate the ability to attract visitors from outside Nova Scotia and increase visitor length of stay and spending

• Eligible costs include direct-to-consumer marketing initiatives that align with the Nova Scotia Tourism Strategy

• Priority will be given to projects with strong digital marketing components which leverage partnerships; and projects that have long term objectives

Eligible CostsExpenditures must take place between April 1, 2014 and March 31, 2015. Receipts must be provided as proof.

• Website design and search engine optimization

• Social media

• Video/rich media content development

• Online, print, out-of-home advertising design and placement

• Participation at consumer events / tradeshows at which the NSTA does not already have a presence

Ineligible Costs/Projects• Operating and capital costs including

office equipment, supplies and basic office expenditures

• Projects that have received funding under this program for three consecutive years

• Membership and registration fees

• Destination marketing proposals

• Website hosting and maintenance

• Charitable fundraising events, conventions conferences, meetings, workshops, symposia, seminars, clinics, award ceremonies

• Promotional materials (trinkets, t-shits, banners, flags etc).

• Programs offered by the NSTA (advertising in travel literature and participation in NSTA organized promotions)

Guidelines2014 Tourism Experiences Marketing Program

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Application Evaluation ProcessAn application outlining required information can be found at the end of this document.

Applications will be evaluated by NSTA. Please note that although a project may meet the eligibility criteria, it is not guaranteed program funding. If the application is successful, the full amount requested may not be funded. Final decisions will be based on overall impact to the Nova Scotia tourism industry, the quality of the project, ability to measure results, how the project relates to the Nova Scotia Tourism Strategy, and the total funding available. All applicants will receive a letter detailing decision rationale.

Successful applicants will receive a formal letter of offer with agreements outlining the terms and conditions relevant to the partnership. Oral or written advice on the outcome of your application is available after a formal decision has been made and communicated to you in writing.

Evaluation Criteria• The project aligns with the the Nova Scotia

Tourism Strategy

• The project has the potential to attract visitors from outside Nova Scotia

• The project has a strong digital marketing focus outside the province of Nova Scotia

• The project contributes to increased awareness of Nova Scotia as a leisure travel destination

• The project leverages support from other partners

• The project budget is financially viable

• The project has measurable outcomes

• The Regional Tourism Industry Association (RTIA) in the area where the event/initiative is based has provided a letter of support and is in agreement that the project is compatible with regional tourism efforts

Application DeadlinesApplications must be submitted by Friday, March 28, 2014.

Contact Information & Application Submissions Please contact Sarah Hennebury to discuss your project prior to submitting an application. Forward hard copies of your application and supporting documents to:

Sarah HenneburyStrategic Partnerships OfficerTourism Experiences Marketing ProgramNova Scotia Tourism Agency 8 Water Street, Windsor, NS B0N 2T0Email: hennebsz@gov.ns.caTel: (902) 798-6953 Fax (902) 798-6600

Application The Tourism Experiences Marketing Program application deadline is March 28, 2014. Please provide all requested information.

Marketing PlanIt is expected that you will submit a marketing plan with your application. This should include the following:

• Summary of event or program

• Vision/Mission

• Goal of the marketing campaign

• Target markets and audience. Ensure the target/key market(s) identified show alignment with those identified by NSTA

• Objectives and key performance indicators and measurement tactics

• Key strategies, initiatives and supported market research

• Marketing and Public Relations budget information

Guidelines 2014 Tourism Experiences Marketing Program

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BudgetThe financial viability of your event is critical to the success of your application; therefore you must provide a transparent budget with full details, providing notes where necessary. Include marketing activity details, project costs, and total cash and in-kind public/private sponsorship as of application date.

• The budget should clearly indicate where sources of revenues are coming from (ticket sales, merchandise, sponsors etc). Please ensure all confirmed and unconfirmed private and public support is clearly detailed in the budget. This may include funding from organizations such as your local municipality, Regional Tourism Industry Associations, federal government and sponsors with each listed individually.

• Provide letters of support or copies of partnership agreements outlining financial or in-kind contributions from funders.

• Most recent financial statement of the applicant organization.

Final ReportAll successful applicants will be required to complete a final report. Details of reporting criteria will be provided to each recipient.

A final report will be due within 90 days of the completion of the event or initiative. The balance of funding will only be provided upon receipt of the final report with project evaluation and proof of payment, including receipts. Failure to submit a final report will automatically result in the forfeiture of the remaining funds; the applicant will also be ineligible for future program funding. The NSTA has the right to request the return of any unspent funds or any funds that have been spent on items that were not part of the agreement.

Program Conditions• Successful applicants will receive 60 per

cent of eligible funding upon approval. The remaining 40 per cent will be paid upon review and approval of the Final Report.

• A listing of successful applicants will be made public after the review process is complete. Letters of rationale will be provided to all applicants.

• Projects supported must include the Nova Scotia visual identity/logo and credit NSTA support. All artwork and creative must be approved by the NSTA prior publishing.

• The personal information provided on this form and any attachments will be used only for the purpose of administrating the Tourism Experiences Marketing Program. It is collected under the authority of Section 26 (a) of the Freedom of Information and Protection of Privacy Act and is protected by the privacy provisions of the act. This information may be shared between the Nova Scotia Tourism Agency and your Regional Tourism Industry Authority (RTIA) as per the annual RTIA Partnership Agreement and the Halifax Regional Municipality for the purposes of the guidelines. Successful applicants are to be advised that their organization name, project or event name (as noted on the application form), and approved funding amount may be disclosed in accordance with the departmental Routine Access Policy.

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The deadline is March 28, 2014. Ensure all requested information is provided. If you require additional space for responses, please outline in your proposal and include attachments.

Applicant Information

Full name of Applicant Organization (as listed with Joint Stocks and Joint Stocks Number):

Legal Name (if different):

Contact:

Position in Organization:

Organization Address:

Organization Website:

Email:

Tel: Cell:

Describe the purpose of the organization:

Event or Project Information

Event/Project Name:

Project Description:

Event/Project Website:

Facebook Page:

Twitter Account:

Other Social media:

Event/Project Date (s):

Application2014 Tourism Experiences Marketing Program

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Geographic Location(s):

Venue(s):

Event/Project Objectives:

How often is the event/project initiative held?

What do you hope to achieve with the event or project?

Have you received government funding in the past? n Yes n No If so, how much and from which government department (s)?

Your 2014/15 Request for Funding

This funding is specifically designed to support marketing efforts that align with the Nova Scotia Tourism Strategy which is focused on attracting more first time visitors who spend more and stay longer. Please provide detailed answers to the following questions in a separate document and attach to your application.

1. What is the total amount of funding you are requesting from Nova Scotia Tourism Agency?

2. What is your total marketing budget?

3. Please describe your marketing objectives for this project.

4. Who are you targeting?

5. Will you be advertising in specific target markets? If so, how and where?

6. What are the tactics you will implement to achieve your marketing objectives?

7. How will you measure the success of your marketing activities?

8. How well is the project leveraged with community and industry participation and other levels of government?

9. Does the marketing plan offer industry partnership opportunities, such as packaging? Please outline opportunities.

10. Are there any other important details NSTA should consider with regards to your project?

Application 2014 Tourism Experiences Marketing Program

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Applicant Checklist

n Application has been discussed with NSTA

n Application form has been completed and attached

n Letters of support and commitment from: Regional Tourism Industry Association (RTIA), municipality or destination marketing organization, corporate sponsors or industry partners have been attached

n Marketing plan has been attached

n Project budget has been attached

n Financial statement has been attached

Authorizations

n I hereby certify that the information provided in this application is true, correct, and complete in every respect.

The personal information provided on this form and any attachments will be used only for the purpose of administrating the Tourism Experiences Marketing Program. It is collected under the authority of Section 26 (a) of the Freedom of Information and Protection of Privacy Act and is protected by the privacy provisions of the act. This information may be shared between the Nova Scotia Tourism Agency and your Regional Tourism Industry Authority (RTIA) as per the annual RTIA Partnership Agreement and the Halifax Regional Municipality for the purposes of the guidelines.

Successful applicants are to be advised that their organization name, project or event name (as noted on the application form), and approved funding amount may be disclosed in accordance with the departmental Routine Access Policy.

Signature of Authorized Official:

Date:

Return this form and requested materials to:

Sarah HenneburyStrategic Partnerships OfficerTourism Experiences Marketing ProgramNova Scotia Tourism Agency 8 Water Street, Windsor, NS B0N 2T0Email: hennebsz@gov.ns.caTel: (902) 798-6953 Fax (902) 798-6600

Web novascotiatourismagency.ca/tourism-marketing-programs

Application 2014 Tourism Experiences Marketing Program