2015/16 - Tourism Nova Scotia · 2015/16 Regional Tourism Marketing Program for Southwest Nova Scotia Projects will be evaluated based on the following criteria Project promotes a

Regional Tourism Marketing Program for Southwest Nova Scotia Guidelines and Application

2015/16

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IntroductionThe Nova Scotia Tourism Agency’s (NSTA) Regional Tourism Marketing Program supports marketing initiatives within Atlantic Canada that promote unique experiences, and reasons to visit Southwest Nova Scotia.

Overview The objective of this program is to motivate travel to Southwest Nova Scotia, encouraging visitors to spend more and stay longer.

Priority will be given to applications that promote the unique experiences in the following tourism regions: A) South Shore, B) Yarmouth and Acadian Shores, C) Bay of Fundy and Annapolis Valley.

How much assistance is available? The total program budget for this program is $105,000. This is the same amount as funding previously given to the regional tourism association in Southwest Nova Scotia for marketing initiatives.

The marketing program will consider funding support of 50% of eligible marketing costs, with a minimum investment of $10,000 and up to a maximum of $35,000. The applicant is required to match the funding support provided by the NSTA.

• Although a project may be eligible, it is not guaranteed program funding.

• If the application is successful, the full amount requested may not be funded.

• Successful applicants will receive 60 per cent of eligible funding upon approval. The remaining 40 per cent will be paid upon review and approval ofthefinalprojectreport.

Who can apply? Applicants must be either:

• Registerednot-for-profitorganizations (For example: local development associations, industry associations)

• Municipalities

• Other registered entities undertaking not-for-profittourism-relatedinitiatives

• Private sector. There is an opportunity for private sector tourism operators to take the lead on a group/consortium initiative. Private sector partners must be able to demonstrate thebenefitoftheprojectforthebroaderindustry and ensure public access.

Organizationsmustbeingoodstandingwiththe 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 TourismAgency(NSTA).Organizationsmustbeinoperation for at least one year and demonstrate financialstability.Inordertoreapply,previouslyfunded applicants must have met the former program’sconditions(completedfinalreportandapprovedfinancialssubmitted).

Priority will be given to applicants with multiple industry partners and municipal support.

Project Eligibility Projects must promote the unique selling features or experiences of the region with a call to action of novascotia.com/tourism region.

This program does not support marketing initiatives targeted outside Atlantic Canada.

Guidelines2015/16 Regional Tourism Marketing Program for Southwest Nova Scotia

Projects will be evaluated based on the following criteriaProject promotes a full tourism region: A) South Shore B) Yarmouth and Acadian Shores C) Bay Fundy and Annapolis Valley

15%

Project markets unique experiences in the region and target markets have been identifiedwithinAtlanticCanada.

40%

Project has multiple partners and proof of funding commitment has been provided.

30%

Projectoutcomesareclearlydefined withmeasurementsinplacetoanalyzethe impact of the project

15%

TOTAL 100%

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Application and Approval Process• Prior to completing an application, please

contact NSTA to discuss your project.

• Complete application form including signature and date.

• In a separate document provide the following information in sequence:

1. Description of the marketing project including goals and desired outcomes.

2. Identify target market and audience

3. What is your message and call to action to your target market?

4. Proposed marketing tactics with a detailed budget.

5. Identify project partners including their funding contributions. Written confirmationoffundingfrompartners is required.

6. Project timelines.

7. How will you evaluate and measure the success of your marketing tactics?

Note: All above listed information MUST be included in the application. Incomplete applications will not be considered.

• ApplicationswillbereviewedbyNSTAstaff.Qualifiedapplicantsmaybeaskedtomeetin person with NSTA to present and further discuss the opportunity.

Project Expenditures and Application Deadline• All marketing and creative materials must

include the novascotia.com logo and be approvedbyNSTAstaff.

• This program is open for applications effectiveFebruary2,2015andwillcloseMarch 20, 2015.

• Expenditures must take place between April 1, 2015 and March 31, 2016. Proof of payment for approved marketing initiatives must be provided as part of thefinalprojectreport.

• AfinalreportmustbesubmittedtoNSTAwithin 90 days of project completion.

Applications should be emailed directly to: [email protected].

Contact Details For additional information or if you have any questions regarding the application, please contact:

Sarah Hennebury PartnershipsOfficerNova Scotia Tourism AgencyPO Box 667, 8 Water Street Windsor, NS B0N 2T0t: 902.798.6953e: [email protected]

Guidelines 2015/16 Regional Tourism Marketing Program for Southwest Nova Scotia

Project Costs

Eligible: Ineligible:

•Design and development of marketing assets (print materials, creative, photos, video)

•Digital marketing activities (For example: SEM/SEO, paid advertising on social networks, Google Adwords.)

•Advertising

•Social media initiatives

•Participation at consumer trade shows

•Operating and capital costs including: staff,officeequipment,suppliesand basicofficeexpenditures

•Membership fees

•Website development, hosting and maintenance

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

•Give-away items (trinkets, t-shirts, pins, flags,etc.)

•ProgramsofferedbytheNSTAsuchas advertising in travel literature and participationinorganizedpromotions.

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Application deadline is March 20, 2015. Ensure all requested information is provided and additional documentation is attached. The review and evaluation of proposals will take approximately 4 to 8 weeks.

1. Applicant Information

FullnameofapplicantorganizationaslistedintheRegistryofJointStockCompanies:

OrganizationMailingAddress:

Town: Postal Code:

Website:

Contact Person:

PreferredMailingAddress(ifdifferentfromabove):

Town: Postal Code:

Tel (daytime): Email:

Registry of Joint Stock Companies number:

In good standing with the NSTA and Province of NS re: previous funding (if applicable):

n yes n no

Vendor Number (if applicable): Set up for E-Vendor Payment? n yes n no

2. 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 purposes of administering the Regional Tourism Marketing Program for Southwest Nova Scotia. 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. Successful applicants are to beadvisedthattheirorganizationname,projectoreventname(asnotedontheapplicationform), and approved funding amount may be disclosed in accordance with the departmental Routine Access Policy.

SignatureofAuthorizedOfficial:

Date:

Application Form2015/16 Regional Tourism Marketing Program for Southwest Nova Scotia