In-Kind Activation with Brand USA pot

In-Kind Activation with Brand USA Brand USA Funding • Brand USA is a non-profit, public-private partnership supported by private sector investment and federal funding from the Electronic System for Travel Authorization (ESTA) • The annual ESTA fund of $100 million is generated by fees paid by international visitors from Visa Waiver countries • Private sector funding is required to receive the ESTA funds. This private sector funding can be in the form of cash investment or in-kind investment, with a cash target of 20% and an in-kind target of 80%. • To access the federal funds, private sector funds have to match federal funds in a 1:1 ratio (2:1 ratio in FY 2012) i.e. $100 M in private sector investment is required to receive or “un-lock” the $100 M ESTA fund. “Once in a Lifetime” Marketing Opportunity Each $1 from the private sector (cash or in-kind) $1 in matching funds from the ESTA fund. ($2 thru 9/30/12)* Up to $200M annually to invest in USA brand and Partner Co-Op marketing •Advertising •Sponsorships •Co-Op Marketing •Licensing •Publications •Web & Social •Trade Shows Funded by visitors from Visa Waiver countries entering the USA * 2:1 match in FY2012 The marketing fund created by the ESTA fee is capped at $100M annually Travel Promotion Act (TPA) Public Law 111-145 (as stated in the act) Section 9(d)(3)(B) In-Kind…determining the amount received from non-federal sources…other than money- i. The fair market value of goods and services (including advertising) ii. The fair market value of such goods and services may not account for more than 80% of the matching requirement In-Kind Definition Donation of non-cash contributions at fair market value of goods and services that will aid Brand USA in carrying out its statutory marketing mission, as well as its matching fund requirements. In-Kind Contribution Categories In-Kind Goods & Services (Rooms, airline tickets car rentals, entertainment or attraction tickets, etc.) Marketing, Advertising & Communications (Web, social media, collateral, pr support, tradeshows, etc.) Supplies, Space & Donations (professional services, software, furniture, consultants, etc.) Research, Content & Assets (Databases, lists, photos, film library, etc.) Goods & Services • Hotel rooms • Banquet facilities • Car rentals • Airline tickets • Train tickets • Bus passes • Theater tickets • Entertainment/Sports tickets • Attraction tickets • Backstage passes • Motor coaches • Audio visual • Etc. In-kind value is determined by: Published rate – Brand USA gratis/discount rate = In-Kind Value Research, Content & Assets • Travel Research • Web content • B- roll/film • Promotional video • Editorial content • Data bases • Mailing lists • Email lists • Webinars • Printing • Translation services • Etc. Supplies, Office Space & Donations • Office space & equipment • Computer - hardware & software • Personal service – Consulting – Accounting – Legal – Management – Directors time • Training & Webinars • Cable • Meeting facilities • Tradeshow booths • Signage • Parking • Etc. Marketing, Advertising & Communications • Ad space & time – Radio – TV – Outdoor – Internet – Print • Web • Social media • Banners • Collateral • Brochures • Fam tours • PR support • Etc. [...]... receives Brand USA receives in-kind value match in-kind value match kind value match In-Kind Valuation Goods & Services • In-kind based on fair market value Marketing & Advertising • Partner creates advertising/collateral and includes Brand USA logo/URL In-kind value is based on a percentage of the cost, based on space or share of voice provided to Brand USA Research, Content & Assets • In-kind. .. in international market(s) Partner includes Brand USA logo in their existing campaign Brand USA receives in-kind earned value Determination is completed re % of ad that represents in-kind value 33% MEDIA VALUE 14 In-Kind OOH Spectacular 15 In-Kind OOH –30 Sheet 16 In-Kind OOH - Transit 17 In-Kind Newspaper & Magazine 18 In-Kind Magazine – Travel Trade 19 In-Kind Digital 20 Thank You! ... develop or purchase Parallel Partner Campaign w/ In-Kind Value Tourism Partners and Brand USA define a campaign strategy in a target market 100% of Partner media buy and creative is credited to in-kind for Brand USA Brand USA launches their media campaign in target market Partners follow in same market with destination or product specific message 13 In-Kind Media Example Partner buys and places advertising...Partner In-Kind Opportunities Partner website Partner collateral/communications Partner merchandising Partner goods and services 10 Partner In-Kind Opportunities: Logo Placement Brand USA logo placement and/or URL Partner’s advertising Partner’s collateral/communications Partner’s merchandise Partner assess in-kind value Partner’s goods and services Partner’s website Brand USA receives inBrand USA receives . In-Kind Activation with Brand USA Brand USA Funding • Brand USA is a non-profit, public-private partnership. services Brand USA logo placement and/or URL Partner assess in-kind value Brand USA receives in-kind value match Brand USA receives in-kind