HomeMy WebLinkAboutMINUTES Advertising and Public Relations Committee 1987-10-14BRADFORD PUBLISHING CO.
RECORD OF PROCEEDINGS
Advertising Committee
October 14, 1987
Committee:
Chairman Barker, Trustees Dickinson and
Hix
Attending: All
Also attending:
Mayor Dannels, Town Administrator Hill,
Finance Officer Vavra, Chamber Advertis-
ing Committee, Clerk O'Connor
Absent: None
COORS INTERNATIONAL BICYCLE CLASSIC: RECOMMENDATION TO TERMINATE
AGREEMENT.
The committee reviewed a letter dated August 17, 1987, submitted
by the Chamber Advertising Committee. In reviewing all aspects
of the Coors Classic, the Chamber Advertisng Committee is
recommending the town terminate the agreement, stating funds
could be better spent elsewhere to increase the potential of
bringing visitors to the area. Following discussion, the
committee recommends terminating the Coors International Bicycle
Classic Agreement.
1988 ADVERTISING BUDGET REQUEST:
The Chamber Advertising Committee submitted their proposal for
the 1988 Advertising Budget. The proposal included the following
items:
1. Handling and Distribution. The projected inquiry count
for the end of fiscal year 1987 is 33,393. Responses
have been projected to total approximately 38,800 during
1988. The current Advertising Agreement includes
payment of $.58/inquiry; an adjustment to $.896/inquiry
is being requested for a total budget line item of
$ 34,765.
2. Incoming U. S. 800 Telephone Lines. Tracking of costs
for 1987, projecting 1988 national advertising, and
possibly changing to a single 800 "vanity" telephone
number (i.e.: 800-ESTES) $ 20,000.
3. Brochure. 50,000 - 70,000 additional brochures plus
redesign $ 27,000.
4. Mini Brochure. The inclusion of the mini brochure has
proven very successful; reprint costs only are repre-
sented in this line item $ 4,000.
5. Video Production. Complete production of a video sales
piece for a total of $ 4,000.
6. Bulk Distribution. A new line item to establish a
state-wide program for brochure distribution through
commercial outlets $ 3,000.
7. AAA Colorado/Utah Tour Book. Placement of a full -page
ad in the annual tour book $ 3,500.
8. AAA Travel Agency Program. Continuation of program
(taffy, Christmas ornament and "instant Rocky Mountain
National Park") $ 8,000.
9. Press Kit and Releases. Ongoing program which allows
constant contact with media sources $ 5,000.
BRADFORD PUBLISHING CO.
RECORD OF PROCEEDINGS
Advertising Committee - October 14, 1987 - Page two
10. Christmas Pageant. The 1985 Santa's Storybook Parade
produced approximately 7,500 spectators; 1986 generated
approximately 17,000 spectators. $ 7,000.
11. Events Advertising. Coordinating the advertising and
promotion of special events which produce spectator
income for Estes Park $ 20,000.
12. NTA Dues. Membership in the National Tour Association
which helps promote and encourage motor coach travel
into the area $ 500.
13. Television. The television program will include ad-
vertising during the winter, spring, and fall, plus new
seasonally -specific advertising spots and promotion of
special events with appearances by personalities
$ 94,100.
14. Newspaper Insert. The insert will be published five
times/year $ 40,000.
15. National/Regional Magazine Advertising. Magazine
advertising will focus on those regions that tradition-
ally produce well and continue to show results
$100,000.
The total budget request for 1988 is $370,865.
Chairman Barker and the entire committee commended the Chamber
Advertising Committee for their diligent efforts in presenting
the 1988 budget requests and in promoting Estes Park. The
committee recommends the 1988 budget recommendation be taken
under advisement.
ADVERTISING COMMITTEE STRUCTURE: REPORT.
Maureen Marsh stated the Chamber Advertising Committee is cur-
rently working on a proposal whereby the Chamber Advertising
Committee would become an "advisory" committee of the Town in
lieu of the Board of Directors of the Chamber of Commerce. The
primary purpose of such a proposal is to ensure a continued
well -run advertising program. Following completion, the Chamber
Advertising Committee will submit the proposal to the Advertising
Committee.
There being no further business, the meeting adjourned.
Vickie O'Connor, Town Clerk
APPROVED
NOV 3 1987
TOM of ESTES PARK
B3ARD OF TRUSTEES