C T O M A R K E T I N G M AT C H I N G

GRANT PROGRAM FY2021

Program OverviewThe Colorado Tourism Office Marketing Matching Grant program provides support to nonprofit organizations, DMO's, municipalities or counties in the State of Colorado for the purpose of marketing and promoting the state as a tourism destination.

PROGRAM GOALS

Demonstrate industry collaborationwith two or more destinations

Advance the niche rollout plans forthe eight travel regions of Colorado

Inspire destination experiencesfounded upon a common theme

The maximum grant is $25,000. For every $1 the qualifying grantee allocates to the program, the Colorado Tourism Office will provide $1 in matching funds.

Up to 20% of the match may be in-kind, which may include services such as staff time or donated services relevant to the project.

Eligibility Requirements GRANTEE ELIGIBILITY

Applicants must be either:

A nonprofit organization locatedand doing business in the State ofColorado operating tourism-related activities of benefit to theentire state or region, or

A Colorado city or countygovernment engaged in tourismpromotion or development.

Each submitting lead applicant islimited to one Marketing MatchingGrant project per fiscal year. Note:Lead applicants can be a partner ina separate grant application.

GRANT ENTITY INELIGIBILITYIneligible applicants include those listed below:

Entities that failed to fulfill CTOgrant award requirements within thepast fiscal year (includes: projectcompletion, submission of requiredreporting, proper use of grant funds,lack of acknowledgment, changes toproposal without approval)

For-profit organizations

Individual attractions and/orbusinesses

Entities that receive CTOsponsorship funds

PROJECT ELIGIBILITYEligible projects must seek to advance a new marketing initiative. Grants will not be awarded to fund existing marketing efforts unless the funds are to be used to implement a new set of initiatives or outcomes or the program is being expanded into new markets or media. The list of eligible and ineligible uses of funds applies to both CTO grant funds and applicant’s matching funds.

ELIGIBLE USE OF FUNDS:

Paid Advertising(Print, Digital, Out-of-Home,Television, Social and Radio)

Creative advertising production(Print, Digital, Out of Home, Socialand Radio)

Content development(written, video or audio)

Brand Strategy

Print collateral(Brochures, Guides, Maps)

Fulfillment Costs

Mobile friendly website update andsearch engine optimization

Earned media/public relations,familiarization tours, media eventsand influencer trips

Photography and Video Creation

Consumer show registration andbooth rental fees (only 10% of CTOgrant dollars are eligible for travelor lodging fees associated with aconsumer show)

CTO MARKETING MATCHING GRANT PROGRAM FY2021

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PREFERENCE WILL BE GIVEN TO PROPOSALS THAT:

Increase traveler spending andeconomic benefit for Coloradothrough effective marketing andpromotion

Leverage funds to maximizemarketing impact

Support industry collaboration andalign industry marketing efforts toenhance Colorado's competitiveness

General administrative costs such assalaries, office supplies/expenses

Grant writing or management fees

Agency commissions and fees

Items for resale and promotionalitems, including gift cards

Lobbying and membership dues

Travel expenses, with the exceptionof expenses for FAM tours or tradeshow attendance, as specified above

Purchases or rentals of equipmentor supplies

Alcohol

Gateway or way-finding signage

INELIGIBLE USE OF FUNDS:

ApplicationONLINE APPLICATION SUBMISSION Only online applications will be accepted. Apply at https://oedit.secure.force.com/oedit. Log in to your account or create a new account. The application can be found under the Tourism Programs tab.

NOTE: It takes at least 48 hours for a new user account to be activated. Do not wait until the deadline week to create an account.

All narrative questions will be inputted into the online application, and all support materials will be uploaded into the online system. It is recommended that users prepare answers in a word processing document, check character count, and then cut and paste into the application.

You will be required to download two Excel documents (timeline and budget) and then submit the forms online as part of your application. For forms visit https://industry.colorado.com/grant-resources

GRANT APPLICATION CATEGORIES Applicants must identify the grant category applicable to its proposal: Statewide Industry Sector, Destination Partnership, or County/Local Destination Marketing Organization (DMO). The definition of each category is below.

STATEWIDE INDUSTRY SECTOR APPLICANTSStatewide organizations, destination travel groups and tourism associations in Colorado currently involved in statewide tourism promotion and marketing.

DESTINATION PARTNERSHIP APPLICANTSTwo or more Colorado destinations, large or small, that are currently engaged in Colorado tourism promotion or marketing.

COUNTY/LOCAL APPLICANTSAn individual county, local municipality, DMO or association currently engaged in Colorado tourism promotion and marketing.

MATCHING FUNDSApplicants must demonstrate a 1:1 match. Letter(s) of commitment showing evidence of cash match and any in-kind services are required.

Matching dollars may not come from the State’s General Fund. Colorado Tourism Office funds may not be used as matching funds for any other grant application submitted by the recipient.

Provide a description of the project for which funding is requested including its purpose and the destination(s), industry sector activity or experience being promoted, as well as identifying the target audience.

List the objectives of your project. Explain how the proposed project objectives complement and/or support the Marketing Matching Grant program goals.

Provide an overview of your marketing strategies for the proposed project. Describe the approach you plan to use to achieve your objectives, outline your positioning, and include how you plan on differentiating from other destinations.

Identify how this project advances the niche rollout plan of a Colorado travel region or a destination(s) marketing efforts, as well as reinforces and strengthens the Colorado brand?

Provide a short description of each tactic/eligible opportunity to be undertaken as well as the purpose of the tactic, and a call to action.

Explain clearly how the proposed project will increase traveler spending and economic benefit to the state or your destination(s), and/or contribute to key CTO initiatives, such as sustainability and responsible tourism.

List the counties you expect to be impacted by the project.

Describe how you will determine whether the project objectives(outlined earlier in your application) have been achieved. Provide performance measures for each tactic/opportunity, as well as measurement methods, performance targets and any baseline data. See Appendix 1: Metrics for suggested performance measures to track.

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PROJECT BUDGETApplicants must provide a detailed budget that includes the estimated costs of each project tactic/opportunity.

The grant project budget must be submitted using the Excel template provided. Grant recipients are required to keep the project budget updated throughout the lifetime of the grant.

APPLICATION QUESTIONSThe questions below are only a reference and do not include all of the information that will be required from you in the application. View all application questions before you begin at https://industry.colorado.com/marketing-matching-grant-program

REQUIRED APPLICATION SUPPORTING DOCUMENTS

Certificate of Good Standing from theColorado Secretary of State. Find at:https://www.sos.state.co.us/biz/BusinessEntityCriteria.do

Project Support LettersAll grant applications must includeletters of support.

Letter(s) of Commitment showing 1:1match

Budget & Financial Worksheets(downloaded Excel form) mustaccompany the application. Athorough breakdown of the budget isrequired and must state exactlywhere the CTO dollars will be appliedin the project.

Proposed Timeline (As a note, youshould not expect to start any projectactivities until after January 15, 2021.(downloaded Excel form)

Write a brief introduction of theapplicant organization, its missionand its capacity. Include how yourorganization will be able tosuccessfully manage and complete theproposed project, listing key internalmarketing resources and externalpartners.

Selection Criteria

Applications will be reviewed by a committee named by the CTO. Grants will be awarded based on overall scoring and availability of grant funding.

Funding priority will be given to Destination Partnership projects that demonstrate industry collaboration with two or more destinations.

This is a competitive program and not all eligible applications will be funded. Applications will be scored on the following criteria:

Strength of Marketing Plan 40%

Expected Impact 35%

Performance Measures 15%

Implementation Capacity: Planning& Management 10%

Applications should be clearly written and present a strong case for support. Reviewers will be instructed to share higher scores for applications that include the following elements:

Projects that advance the niche rollout plans for Colorado's eight travel regions and/or contribute to a key statewide marketing initiative. Information on the niche rollout plans can be found at https://industry.colorado.com/regional-branding

Marketing plan that states clear objectives and attainable deliverables targeted toward attracting travel and tourism to Colorado or the proposed destination(s).

Applying entity with a track record of effective work, evident through strong support letters

Well-planned project timeline and budget.

Demonstration that project will achieve good return on investment by 1) promoting increased traveler spending and 2) increasing economic benefit.

Project RequirementsACKNOWLEDGEMENT

All promotional materials funded inpart by the grant program must includethe official CTO logo along with theacknowledgment: "This project has beenfunded in part by a grant from theColorado Tourism Office." For digitaladvertising, please note the CTO logo isnot required. CTO will work with grantrecipients to ensure proper usage andplacement of the CTO logo.Downloadable logo files are provided onCTO’s Industry Partner website at:https://industry.colorado.com/grant-resources

CHANGES TO PROPOSAL

Any significant refinements,clarifications, modifications orchanges to the proposal must receiveprior approval from the CTO;otherwise, the organization mayforfeit grant funds provided by theCTO. Proposal Change Forms will notbe accepted 60 days or less from theend of the grant reporting period.

Proposal Change Forms found athttps://industry.colorado.com/grant-resources

INTERIM REPORTAn interim report and updated project budget must be submitted through the online grant portal at https://oedit.secure.force.com/oedit/.

FINAL REPORTA written report and final budget is required and must be submitted within 30 days after the end of the grant cycle through the online grant portal at https://oedit.secure.force.com/oedit/.

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PROJECT DATESProject activities may not begin until a purchase order has been executed by the Office of Economic Development and International Trade – Colorado Tourism Office. All project activities using CTO funds must be completed and all funds expended and invoices submitted by the project completetion date.

TimelineAUGUST 11 , 2020 AT 1:00PM: Online Grant Application Opens

SEPTEMBER 29, 2020 AT 4:00 PM: Online Grant Application Due

NOVEMBER 12, 2020:Grant Application Status Notification

JANUARY 15, 2021: Approximate Project Start Date (Official Contract Date TBD)

JULY 15, 2021 AT 4PM: Interim Report Due

JANUARY 15, 2022:Project Complete

FEBRUARY 15, 2022 AT 4PM:Grant Project Final Report Due

Grant Funds DisbursementFollowing approval and execution of contract, grant funds will be distributed. As in previous years, our goal is to provide grant funds upfront but this is subject to approval by the State Controller’s Office yearly, and CTO reserves the right to disburse funds on a reimbursement basis.

Any grant funds not used as approved shall be returned to the Colorado Tourism Office pursuant to the grant purchase order.

For additional questions, contact Elizabeth O’Rear at 303.892.3893 or elizabeth.orear@state.co.us.

PROJECT DESIGN REVIEW

Grant recipients shall allow at least 5 days for CTO to review project deliverables prior to finalizing a published piece. All project components required to be submitted will be outlined in the executed purchase order.

APPENDIX 1: METRICS The performance measures and industry benchmarks listed below are a reference tool and projects may identify additional metrics to track. Metrics will be used to evaluate the success of your marketing initiatives against industry benchmarks and allow you to make adjustments during the project.

Please note: Benchmarks provided are a guideline and can vary depending on several factors such as approach or strategy. Where n/a appears, a benchmark is not provided as these will vary from campaign-to-campaign.

Tactic Metric Purpose Industry benchmark

Paid Advertising

Print Reach (number of people exposed to the ad based on subscription or listener numbers)

To understand potential size of audience

n/a Radio Television

Paid Advertising: Digital Email Marketing Unique Open Rate Indicates interest

(relevancy of the content and frequency of emails received)

20.6% Unique Click Through Rate (CTR)

2.9%

Paid Search/ Search Engine Marketing

Impressions An indicator of demand (the higher the impressions, the higher the demand)

n/a

Click through rate (CTR) Indicates interest in the ad 1.91% Cost per click (CPC) Indicates media efficiency $2.32 Cost per action (CPA) $56.11 Conversion rate Indicates the rate of which a

market, keyword, etc. converts 4.40%

Paid Social Media Click -thru rate (CTR) Tells you the effectiveness of your content in terms of interest

1.1%

Cost per click (CPC) Gauges the efficiency of your campaign

$0.58

Conversion Rate (CVR) Shows the rate of which your audience is likely to convert

9.21%

Cost per Action (CPA) Efficiency of which your audience converts

$18.68

Engagements Number of people who have interacted with your content (likes, reactions, shares, comments or video views)

n/1

Cost per Engagement (CPE) Shows you how much it costs for every engagement

n/a

Display and Native Advertising

Click through rate (CTR) Indicates interest in the ad Display 1.12%

Cost per click (CPC) Indicates media efficiency Display $0.58

Conversion Rate Indicates the rate of which a market, keyword, etc. converts

Display 0.57%

Cost per action (CPA) Depends on definition of “action”: video view completion, comment, or share

Display$90.80

Social Media Total followers To understand size of audience n/a Engagement Rate Total engagements divided by

reach 0.70% - 4% (depends on advertising used)

Reach To understand potential size of audience

n/a

Paid Advertising Measures

Total impressions To measure the number of times your content is viewed on your owned channels and through paid advertising

n/a

Total referrals To understand the number of all referrals directly from your website or indirectly as a result of your advertising from your owned channels and paid advertising efforts

n/a

Tactic Metric Purpose Industry benchmark

Print/Online Collateral

Brochures Number of pieces printed, number of pieces distributed, distributed locations

To understand distribution/reach n/a

Guides Maps

Tactic Metric Purpose Industry benchmark

Photography and Video Creation Photography Number of Images n/a Video Cost per video view This measures efficiency n/a

Video Completion rate What % of viewers who saw the video completed it

n/a

Cost per engagement Depends on definition of “engagement”: video completion, comment, share

n/a

Tactic Metric Purpose Industry benchmark

Consumer Shows Total attendance at show To understand size of audience n/a Number of inquiries at booth To understand size of number of

interested consumers n/a

Number of leads generated to businesses

To understand how many consumers are moving towards the path of purchase

n/a

Number of database opt-ins To continue to engage consumers in ongoing communication

n/a

Tactic Metric Purpose Industry benchmark

Travel Media Relations KPIs will be project specific n/a