Boards & Commissions Supporting Documents - 03/08/2001 - Hotel Convention and Visitors CommitteeOF Oq-,j�
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VILLAGE OF OAK BROOK
1200 OAK BROOK ROAD
OAK BROOK, ILLINOIS 60523 -2255
PHONE: 630 990 -3000
FAX: 630 990 -0876
W E B S I T E: www.oak- brook.org
MEMORANDUM
DATE: March 2, 2001
TO: Oak Brook Hotel Convention and Visitors Committee
FROM: Michael A. Crotty, Assistant Village Manager . , /..
RE: 2001 Marketing Campaign
I am forwarding the enclosed 2001 Marketing Campaign submitted by BVK/McDonald. I
understand that this version is the result of several meetings with the Marketing Subcommittee
and John Merrill.
Please note that the 2001 Municipal Budget includes a total appropriation of $288,200 for the
2001 campaign. The proposed cost of the campaign is $312,447, less State grant funds secured
through the DuPage Convention and Visitors Committee and a contribution from Oakbrook
Center. The campaign includes assumptions that the DuPage Convention and Visitors Bureau
will be able to secure $15,000 in State grant funds, and that Oakbrook Center will contribute
$14,795 to the Midwest Living Magazine project. Factoring in each of these amounts, the net
cost of the 2001 campaign for the Hotel Tax Fund is $282,652. If either of the assumptions do
not materialize, the Committee will need to adjust the campaign during the year to meet the
appropriation.
I understand that you will consider recommending this Campaign to the Village Board at your
March 8, 2001 meeting.
/mac
enclosure
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Hotels of Oak Brook
2001 Marketing Plan Revisions
The final direction in the marketing plan integrates direct mail, media, Internet, new
media and relationship marketing tools. Greater emphasis, at the committee's request,
has been placed on traditional media and new media placements for both audiences. The
following are the major changes to be noted in this year's recommendation:
Midwest Living Magazine has been added to the plan and rates have been
negotiated to include an insertion for a full -page advertisement at 50% of the
going rate. Two ads in the travel section have also been included to extend
frequency and test response with consumer audiences in this publication. The
full -page placement is dependent upon the indicated financial support from the
Oak Brook Center.
Consumer Newspaper ads have been added to the schedules in major markets that
were require more "overnight stay" business. The markets chosen have
correlated with Hotels historical guest tracking (see the complete media schedule
for detail).
■ Meeting Planner schedules has been expanded to incorporate more placements in
these publications (see the complete media schedule for detail).
The direct mail program will be a 4 -part series mailed to the meeting planner
audiences. The lists are from ISAE, MPI, and Association Forum. Each mailer
will have a high ticket incentive to drive targeted planners to become a part of the
data base through response cards, the 800 # or Web site registration. This
database will be the foundation of the relationship marketing where messages will
reach these audiences on going basis
Internet site will be enhanced "brochureware" through more guest book
registration opportunities and incentives. Visitors will be able to gain more
current and ever changing resource information to keep the site fresh and drive
interest. Enhanced linking and new media will drive traffic however; individual
hotel sites and phone numbers will handle business bookings. Tracking
technology and reporting will also be enhanced to measure marketing mediums
and build the database.
In this packet: the revised budget, estimates and the media schedules recommended and
signed approvals by the marketing sub committee.
bvk,' mcdonald, inc 999 oakmont plaza dr, suite 380 westmont, it 60559 % ph 630.729.3222 ' fx 630 789 3223
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The Internet and online services are very popular with travelers. Travelers tend
to be quite computer savvy, with two- thirds of the 90 million travelers who are
online -over 59 million -using the Internet to make travel plans in 2000. Among
online frequent travelers, 69 percent use the Internet for travel planning. Use of
the Internet to actually book travel continues to increase, with 27 percent of all
travelers now online having made travel reservations on the Internet during the
past year. That translates to nearly 25 million people, up nearly 60 percent over
1999. Of these, 15 million are frequent travelers.
Of the travel products /services purchased online last year (2000), 82 percent of
travelers bought airline tickets (20 million people), 60 percent booked hotel
accommodations (15 million people), 45 percent booked rental cars and 31
percent theatre tickets. Smaller numbers of online travelers also bought things
like sporting events tickets, package tours, amusement park tickets and museum
tickets online for their trips within the past year.
Source: Travel Industry Association
bvk' mcdonald, inc 999 oakmont plaza dr, suite 380 1 westmont, it 60559 % ph 630.789.3222 fx 630.789.3223
Estimates Are Not to Exceed the Indicated Totals:
Meeting Planners Mailers
$
45,628.00
Internet
$
57,900.00
Interactive Comm unications /CRM
$
19,900.00
New Media Sponsorship/Hyperlinks
$
10,000.00
Media /Consumers
$
94,232.00
Media/Meeting Planners
$
41,238.00
Reprint of Business Unusual
$
5,754.00
Media Relations
$
8,000.00
Agency Time
$
15,000.00
** Total W/O akbrobk Center"Media '.Contribution;
-$
297652.'00
Less DCVB Grant Funds
- $15,000
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2001- :Total
`;$282,
652.00
bvkr mcdonald, inc 999 oakmont plozo dr, suite 380 r" westmont, it 60559 / ph 630.789 - 3222 !` fx 630.789.3223
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PRODUCTION ESTIMATE
February 22, 2001
Client: Hotels of Oak Brook
Project: Meeting Planner Direct Mailers w /BRC Sweepstakes
Job Description; A 4 -part series, 4 -color direct mailer w /Business Reply Cards (BRCS). Printed twice at a Qty, of 10,00
(totaling 20,000 pieces for the year 2001). Mailers will be periodically dropped at Qty. 5,000 each.
Production: will include the following agency services to be performed on your behalf:
Concepting, design, layout, computer keyllning, copywriting, proofing, photo selection, sweepstakes organization an
execution, account coordination and production services and any other functions necessary to provide the product
described at the quality level you require.
Additionally, the following services provided by other suppliers will be obtained on your behalf: printing and (nailing
services, and proper supervision of these suppliers by qualified agency personnel,
Estimated Production Total, Payable to 814K/McDonald.-
(IH Mrnim . Lr our for development of 4 ea. maUers) $12,100
Direct Mailer, quantity of 20,000,Pr 1ndng payab /e to Busc'h & Schmitt
(5,000 cxh d1W)
$10,492
Mailing list for 4 times usage, Payable to rSAE,MPI and Association Forum $4,055
Mailing Services, quantity of 20,000, Payable to Lynn Marketing
(5,000 0,30 - for 4 maUings) $5,S16
Postage, quantity of 20,000, Payable to Lynn Markedng
(5.000 eadi for mailings) $3,525
Business Reply Permit
(Bs.cd on 5% re m(ise .,vi
44 cents for each retuned pk CC)
'bisc 1 at •N/ Linrtyr! wunj&l Kwunr leis paid
Sweepstakes /Prize Drawing for BRCS
( ;7,000 In prizes per m.-liler)
'Qtert( a reyvwnibre ror le✓al rrw/ew olswrepsh. kc� n lr��l
and wort holds' �7Jrvlac kV11Ces and regu/allorts'
Sweepstakc,� Bonding
ESTIMATED JOB TOTAL
$440
$8,000
$1,500
$45,628
FIRM NAME
Hotels k Brook
Authorized by
'Estimated cost is based on estimate provided by out suppliers and Internal Unit estimates, ttie total may vary +/- t.y,)%.
increaw the cost of the project and require additional cost estirnatrs, To avoid project delay, sign Hrid return ASAP.
Date
Client revisions, may
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PRODUCTION ESTIMATE
Client: Hotels of Oak Brook
Project: Intemet
February 22, 2001
Job Description: Site concopting redesign and development including the following components: Pre - production
deliverables including a project timeline and site map, project management, three composite sample designs for review,
enhanced navigation — to include site map and search capabilities, scalable design to account for future site expansion, text
and image conversion from supplied and licensed sources, HTML coding, programming,'scripting, testing, and site launch
development and coding of 'metatags' 'keywords' and 'image tags, ' user tracking technology and reporting, establishing
and testing all new and existing links to external sites, full manual submission to major Internet search engines and
directories. Updateable calendar of events and promotions, and ongoing site maintenance and hosting.
Site concepUng redesign and development
$44,500
• Pre - production deliverables including a project tlmellne and site map
Project management
• Three composite sample designs for review, enhanced navigation — to include site map and search
capabilities, scalable design to account for future site expansion
Text and image conversion from supplied and licensed sources
• HTML coding, programming, scripting, testing, and site launch
• Development and coding'of 'meta tags' 'keywords' and'image tags '
• User tracking technology and reporting
• Establishing and testing all new and existing links to external sites
• Full manual. submission to major Internet search engines and directories
Updateable calendar of events and promotions $5,000
Ongoing site maintenance and hosting $8,4uo
($100 1month)
ESTIMATED JOB TOTAL $57,900
w� FIRM NAME
Hobe f Oak Bro k
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Authorized by Date
'E,bmated cost is based on estimate provldcd by out suppliers and internal time estimates, the total may vary u -/• 15 %. Client revisions may
increase the tort of the project in(l rzquire additional cost estimates. To avoid project delay, sign and return ASAP.
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PRODUCTION ESTIMATE
February-22, 2001
Client: Hotels of Oak Brook
Project: InteractWe Communications /Customer Relationship Management (CRM)
Job Description: Profile databases to capture names from Interactive Guest Book, Targeted email campaigns, Call center
script writing, copywriting updates for ongoing fulfllment materials, and other necessary functions.
Production: will include the following agency services to be performed on your behalf:
Concepting, copywriting updates for ongoing fulfillment materials, proofing, account coordination and production service
and any ocher functions necessary to provide the product described at the quality level you require.
Call center $475/mo. $5,700
Profile Database to capture names from
Interactive Guest Book $7,000
Targeted email campaign
($139 per week x 52 weeks) $7,200
ESTIMATED JOB TOTAL ' $19,900
FIRM NAME
Howls of Oak Brook
Authorized by Date
stimated cost Is based on P-Stmate provided by out suppilers and Internal time estimates, the total may vary •F /• 15 %. Client r8visionS may
Increase the mst of the project and require additional cast estimates. To avoid project delay, sign and return ASAP.
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PRODUCTION ESTIMATE ~
February 22, 2001
Client: Hotels of Oak Brook
Project: New Media Sponsorship and Hyperlinks to Planner Sites
Job Description: Maximize reciprocal links with key meeting planning, tourism and local business sites, and of
enhanced links to provide access to information regarding local businesses and community offerings. he
Production: will include the Following agency services to be performed on your behalf:
Concepting, Proofing, account coordination and production services and any other functions nece;;ary to provide the
product descrlbed at the quality level you require,
The majur, r.SrlhlRhpd sito5 typically rcquiro some sort of annrjAl memb.!rstyp fee at a minbnwn, irr ureter to he part of t
Offlctal link du'CCtory. —'1W � M pLKP �. ,*n,
rat inrJud ?: the vniume of Oafr�c lu Urr. vrr thr, � content areas vanes SlOrc3ntly aaror, att~. FaCtors Uiat irnpact
b"nesws to prirC,ase banner : or wiltellt :,reds PopWarlty of the r}Cs+rL'd calterit areas or pages, and competltlon by ot1Cr
The final jeS: rerrent tv thr. rs>u �c rile time required by our Internet team to rrbralty make the link and placerrler, ts trdr.;r. -n.
This lndudes: rrcarrhing poSSrL',lities rstlhlidrin contacts and thCr1 costs
clesiyninq am programme , {rrwi ing a mrdia Platt to Hotels of Oak Bt(-ck,
banrx r Programming the actual banners dill /or Inks, and thval flmily coordinating wial Uit site ar1minutr3tors fix phy;4c.rl
PlaLwnent and rink setting.
T" ! PrOM5M cost below i-, to offer AS solid a Solution as possible from a broad range of opUorts.
Ncw media /linking and sponsorships
(business- to- buslness and meeting
Planner sites typfctIlly charge membership
and /or linking fees)
$ 10, 000
ESTIMATED JOB TOTAL
$10,000
=Estimated cost is based on estimate provided by out suppllers and it
inrrease the rA,t of the pmi= and require additional cost estimates.
FIRM NAME
Z s of Oak Brook
Authorized by Date
�L
ern' time cstimat t�i , total may vary +/- 1s %. Client revisions may
To avoid project de ay, rn and return ASAP.
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PRODUCTION ESTIMATE
Client: Hotels of Oak Brook
Project: Media /Consumers
February 22, 2001
Job Description: 4 -color ad - -- Placed in Midwest Living Magazine; once as a full -page ad and twice as a travel planne
ad. B/W ad - -- Placed in Milwaukee Journal - Sentinel and Indianapolis Star, An additional ad will be placed in the Illinoi
Escape publication.
Oakbrook Center to co- sponsor ad for Midwest Living.
Production: will include the following agency services to be performed on your behalf:
Concepting, design, layout, computer keyllning, copywriting, proofing, photo selection, account coordination and productio
services and any other functions necessary to provide the product described at the quality level you require.
Additionally, the following services provided by other suppliers will be obtained on your behalf: media placements an
proper supervision by qualified agency personnel.
Estimated Total, payable to 6WIMcDonald.- $15,000
4 -color ad (70 Hours (�@ 150 1hour)
B/W Ad (30 Hours@ 1501 hour)
Media placement, payable to Midwest Llviny and Newspapers $ 88,021
*see schedule for breakout
Oakbrook Center Medla Contribution ($14,795)
Creative work Jbr the Midwest Living ad will be
partnered by Oakbrook Center and Hotels of Oak Brook —
While both plates will be featured in the ad — Oakbrook
Center will be the miln rcaturc In me oreaove
Illinois Escape Publication ad $6,000
ESTIMATED JOB TOTAL $94,232
This Intal contains the - Oakbrook Center Medla Cootr/butlon
'Estimated wst is based on estlmatc provided by out suppliers and internal time estimates, the tatal n
increase Lhe cost of the project and require additional cost estimates. To avoid project delay, sign and
FIRM NAME
otels of Oak Brook
Date
Client revisions may
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PRODUCTION ESTIMATE
February.22, 2001
Client: Hotels of Oak Brook
Project: Media /Meeting Planners
Job Description: One ad - designed In B/W and 4 -color formats. Placed in C:rain's Chicago Business, Corporate Meeting
and Incentives, and Meeting News.
Production: will include the following agency services to be performed on your behalf:
Conccpdng, design, layout, computer keylining, Copywriting, proofing, photo selection, account Coordination and productio
services and any other functions necessary to provide the product described at the quality level you require.
Additionally, the following services provided by other suppliers will be obtained on your behalf: media placements an
proper supervision by qualified agency personnel.
Estimated Totdl, payable to 8V1<1Mc0ona1d.- $9,300
(62 Hours @ 150 /hour)
Media placement, payable to publications $31,938
*see schedule for breakout
ESTIMATED 308 TOTAL $41,238
`Estimated cost is b-sed on estimate provided by out suppilers and intern .
increase the cvst of the project and regJre additional cost estimates. To
0 Hot
Authorized by
FIRM NAME
of Oak Brook
51
Date
MAY var/ +/- 1S %. Client revisions may
id rehun ASAP
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PRODUCTION ESTIMATE
Client: Hotels of Oak Brook
Project: Sales Support Materials
Job Description: A 4- color reprint of the "Business Unusual" brochure. Qty. of 5,000.
February 22, 2001
Production: will include the following agency services to be performed on your behalf:
Revisions of design, layout, computer keyllning, copywriting, proofing, account coordination and production
services and any other functions necessary to provide the product described at the quality level you require.
Additionally, the following Services provided by other suppliers will be obtained on your behalf: printing and proper
supervision of these suppliers by qualified agency personnel.
Estimated Total, payable to SWVMcDona /d.-
(14 Hours V 150 1hour)
Brochure, printing payable to Busch & 5'chm/tt
Qty of 5, 000
ESTIMATED JOB TOTAL
i
$2,100
$3,654
$5,754
Hotels
Authorized by
FIRM NAME
q� Oa Brook
%- . a- L 01
Date
'Estimated cost is based on estimate provided by uut suppliers and internal time estlmates, th to may vary +/- 1.5 %. Client revisions may
increase the coat of the project i+nd require additional cost estimates. To avoid project delay, s v, nd return ASAP
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PRODUCTION ESTIMATE
February 22, 2001
Client: Hotels of Oak Brook
Project: Media Relations
Job Description: Media list development targeting both planners and consumers; series of news releases (Web site
special promotions, ctc.) researched, written and distributed.
Production will include the following agency services to be performed on your behalf: Research, public relation
copywriting, proofing, account services, media relations, and any other functions necessary to provide the product
described at the quality level you require.
Additionally, the following services provided by other suppliers will be obtained on your behalf: media
monitoring /retrieval, and proper supervision of by quallfled agency personnel.
Estimated Total, payable to BVK/McDonald:
(29 hours @ 130 /hour)
Media monitoring /retrieval, payable to AlrNewsdlp
Postage to distribute news releases
and media kit, payable to U.S. Post ol)9ce
ESTIMATED JOB TOTAL
$3,750
$2,000
$2,250
$8,000
FIRM NAME
kHotels o Oa Brook
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Authorized by Date
"Estimated cost is based on estimate provided by out suppliers and internal time estimates, the tuta i ay vary +/- 15, /x. C lent revlslons may
Increase tine cyst cat the project and require additional cost estimates. rn avoid project delay, sirn am return ASAP
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PRODUCTION ESTIMATE
February 22, 2001
Client: Hotels of Oak Brook
Project: Agency Time
Job Description: Agency time for marketing sub - committee meetings, material approvals, 2002 planning, analysis an
reports being issued.
ESTIMATED JOB TOTAL
$15,000
W
Authorized by
FIRM NAME
Is of Oak Brook
Date
"Estlmatnd cost is hased on estimate provided by out suppllers and internal tim estimat , the tall ay vary +/- 154/n. Client revisions may
increase the cost of the project and require additlonal cost estlmates. To avoid protect delay, si n a d return ASAP
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