HomeMy WebLinkAboutMINUTES Advertising and Public Relations Committee 1986-03-06BRADFORD PUBLISHING CO.
RECORD OF PROCEEDINGS
Advertising and Public Relations Committee
March 6, 1986
Committee:
Attending:
Also Attending:
Chairman Brown, Trustees Graves and Hix
All
Town Administrator Hill, Finance Officer
Vavra, Peter Marsh, Barry Myers, Clerk
O'Connor
1986 CHAMBER OF COMMERCE ADVERTISING AGREEMENT:
The Committee reviewed the proposed 1986 Chamber of Commerce
Advertising Agreement. The Chamber of Commerce Advertising
Committee has recommended the "cost per inquiry" section, Para-
graph 4, line 6, be amended to read as follows: ..the Chamber
of Commerce shall he paid $.595 for each inquiry..."; the exist-
ing Agreement specifies $.75 for each inquiry. The cost re-
duction will occur due to the Chamber Advertising Commit-
tee/Second Wind Ltd., purchasing "informational packet" mate-
rials, such as sleeves, directly from the manufacturer. A
savings of approximately $2.00/1,000 sleeves should occur. The
purchase will indirectly be paid by the Chamber's 1986 Budget
funds. Approximately 30,000 sleeves will be purchased in 1986.
The total not -to -exceed reimbursement sum paid to the Chamber by
the Town for each inquiry and WATS telephone costs would be
$41,000.00. This amount is a portion of the total 1986 Budget
for the Chamber
Commerce.
Co
ittee
e
recommendsapproval of the Following 1986Chamber discussion,
of CommercehAdvertising
Agreement.
PRESENTATION OF "CONVERSION STUDY" PREPARED BY THE UNIVERSITY OF
COLORADO:
As reported in October 23, 1985, theChamber ofComme ie c mmis-
sioned the Colorado University to P pare a onses into Study"
resC
which would convert actual mail inquiry P
al
visits and dollar value. Listed below is a sample of the find-
ings:
1. Median income of the visitor was $36,578 compared to
the national median income of $20,885.
2. Texas ranked first in visitor numbers, with a median
income of $51,057; California was second with a median
income of $37,727.
3, 74% of the visitors had an income range of $25 -
$75,000.
4. 57g of the visitors were in the execu-
tive/professional/technical profession.
5. Visitors tend to represent two -income households.
6. 69% of the visitors had some college or greater educa-
tional backgrounds.
7. Visitors had a median age of 40.5 years.
The primary focus of the study was based upon the magazine
advertising portion of the 1985 Budget. Return on advertising
dollars was $52.44. The Sales Tax revenue return for each dollar
was $2.10. The magazine ads were detailed
the ad
on
in advesheetngcost
on a summary sheet which indicated thethree omagazinesVersus he will the
f
Sales Tax revenue.
eliminated from the advertising schedule as the study indicated
Approximately
BRADFORD PUBLISHING CO.
RECORD OF PROCEEDINGS
Advertising & Public Relations Committee - March 6, 1986 - Page two
the cost of the ad did not generate the amount of Sales Tax
revenue required by the Chamber of Commerce. Mr. Gerald Allen,
Chief Economist/University of Colorado, along with the Chamber of
Commerce have scheduled a press conference on Friday, March 7th
at 10:00 A.M. at the Holiday Inn to announce completion of the
Conversion Study. The Committee stated the Conversion Study was
very well prepared; it should prove to be a very good design tool
for the future.
There being no further business, the meeting adjourned.
`7ickie O'Connor, Town Clerk
a'` ems$ E D I
MAR 111986
ili(�ii OF _S! :J PARK
BOARD OF TRUSTEES