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Boards & Commissions Supporting Documents - 11/16/2000 - Hotel Convention and Visitors CommitteeGE OF 0q\ �P B9 .9C"tOUNiV VILLAGE OF OAK BROOK 1 200 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: November 10, 2000 TO: Hotel, Convention and Visitors Committee FROM: Michael A. Crotty, Assistant Village Manager���� RE: 2001 Proposed Marketing Campaign I have attached the 2001 Proposed Marketing Campaign developed by BVK/McDonald for your review and consideration at your November 16, 2000 regular meeting. Please note that BVK/McDonald has proposed two options — a "Core" campaign and a "Complete" campaign. A memorandum from Tricia Lewis describing the difference is attached. In any event, it is important to remember that based on the Village's Five -Year Financial Plan, the maximum appropriation for the 2001 campaign is $290,000. Depending on the assumptions made relative to DCVB matching funds and any matching funds from Oakbrook Center, the target budget amount for the campaign will likely be $320,000 (assuming a total of $30,000 in matching funds). Finally, it appears that Agency time relating to marketing sub - committee meetings, material approvals, 2002 planning, analysis and reporting has been reduced from approximately $20,000 in 2000 to $15,000 in 2001. However, Agency time is incorporated into each of the projects, and appears to be approximately $120,000 of the total cost of the aggregate projects. /mac attachment Sent By: BVK MCDONALD; 6307893223; Nov -10 -00 10:42AM; Page 2/2 s a� r, n �> November 9, 2000 Mike Crotty Village of Oak Brook 1200 (yak Brook Road Oak Brook, 1L 60521 Dear Mike: We are pleased to present the 2001 Marketing COmmunications Plan for the Village of Oak Brook — Hotels and Visitors Committee. This plan represents our recommendations for meeting your marketing Objectives. You will note that we have provided you with two alternatives: both a "core" and a "complete" plan. The core plan will provide the Hotels of Oak Brook with the basic components to meet your primary marketing objectives with group planners, Using technological tools as well as direct mail, media., a special event and media relations, it is our goal to enhance the impact of the Web site and build awareness with group planners to increase traffic for Oak Brook area amenities /attractions and hotel bookings. The core plan was developed to meet your stated budget parameters. However, in order to deliver stronger results —a more impressive Web site and greeter tracking capabilities, greater impact with your direct mail pieces, greater frequency and reach with your ads, and a stronger presence among leisure travelers —we recommend implementing the complete plan. While the complete plan requires more funding, we believe it offers a more realistic projection of what activities are required to achieve all of your marketing objectives. We look forward to discussing this plan with you in further detail next week. Here's to a great 2001! Sinyerely, `" Tricia Lewis General Manager BVK /McDonald bvk/ rncdonold, inc ;'I)49 oukmp �l plucu di, suilu 380; Westmont, it 60559 / ph 630. ?A9.:V)) / fx QU.M9.3223 /f� 1 • 'r VILLAGE OF OAK BROOK HOTELS AND VISITORS COMMITTEE 2001 MARKETING COMMUNICATIONS PLAN bvk mcdonald, inc 999 ookmont plaza dr, suite 380 ' westmont, it 60559 ' ph 630789.3222 1 fx 630.789.3223 VILLAGE OF OAK BROOK HOTELS AND VISITORS COMMITTEE 2001 MARKETING COMMUNICATIONS PLAN Marketing Objectives ■ Build awareness with group planners to increase traffic for area amenities/ attractions and hotel bookings ■ Increase weekend leisure travel bookings ■ Enhance Web site for target audiences to increase interactivity ■ Expand tracking capabilities Environmental Drivers The Hotels of Oak Brook are facing increasing competition in the group travel market. As a result, the marketing focus will shift from leisure travelers to group /meeting planners. Tracking efforts have been losing effectiveness due to nationally coordinated booking, loss of credit through upgraded booking and a lack of systematic coordination among the properties' tracking processes. In addition, records from the Oak Brook Center Retailers, DuPage Board of Tourism, the Call Center and Internet site need greater coordination and correlation. By instituting an integrated tracking system, the Hotels of Oak Brook will improve their market intelligence and strategies, which will directly impact the success of their overall marketing objectives. Hotels of Oak Brook Positioning The Hotels of Oak Brook will be positioned as an impressive destination where the "quality" experience is easily obtained through a first -rate staff and superior technology. From the initial contact to the final detail, both meeting planners and leisure travelers will find that their experience consistently exceeds their expectations. Marketing Strategies and Tactics Objective • Build awareness with group planners to increase traffic for area amen itiesla ttractions and hotel bookings 1. Utilize competitive media bidding to add value to a limited media budget 1.1 Work with major target industry publications to secure added value proposals in exchange for an exclusive on the media dollars (see media section for more detail) 1.2 Pitch technology stories to industry trades 2. Develop promotional tools that promote the Oak Brook "quality" experience 2.1 Host a special event that showcases the resources Oak Brook boasts as a destination and stimulates bookings 2.2 Create a quarterly direct mail campaign that drives inquiries to the "new" Web site by featuring useful, interactive planning tools. The campaign will include a site user guide to increase planner visits and promote the user - friendly resources. 2.3 Incorporate IPIX capabilities into the Hotels of Oak Brook Web site to create a virtual /interactive experience 3. Strengthen cooperative relationships between area retailers to expand budgets 3.1 Integrate retailer information/ experience and incentives into the meeting planner special event 3.2 Incorporate useful links between Web sites Objective • Increase weekend leisure travel bookings 1. Utilize national media vehicles on a regional level to reach upscale leisure travelers 1.1 Buy full -page network advertisements in two to three targeted Midwest markets with upscale magazines. The advertisements would run in both spring and fall in five publication insertions with a peel -off incentive mechanism to increase response rate. See media section for more details. 1.2 Pitch Internet site tools story to traveler industry publications as the "ultimate" leisure traveler resource Objective • Enhance Web site for target audiences to increase interactivity 1. Develop easy -to -use electronic planning tools that integrate the collective strengths unique to Oak Brook as a destination 1.1 Create a meeting RFP response tool so that planners will be able to directly communicate their needs to the properties 1.2 Incorporate "Rooms Express" capabilities to book online for any of the properties 1.3 Offer "Itinerary Builder" to entice planner or leisure travelers to plan their trips to Oak Brook 1.4 Create a virtual experience through IPIX photography to show individuals the properties and to help them explore the possibilities for their meeting or stay 2. Utilize special interest URLs to drive traffic to the Web site's interactive tools 2.1 In advertisements and direct mail use specific URLs to track origin of inquiries 2.2 Purchase the rights to URLs that will give greater awareness/ access to individuals researching the Web for travel information 3. Increase site returns for visitors 3.1 Monthly promotions and sweepstakes Objective Expand tracking capabilities 1. Build additional electronic and traditional options for tracking with each program including measurements 1.1 Collection of data from web site, call center and VIP card redemption 1.2 Evaluation of media relations efforts 2001 DETAIL SUMMARIES In this section please find detailed summaries of the programs we are recommending for 2001. We have focused on ways to improve tracking and to make booking with the Hotels of Oak Brook easier. Our vehicles target upscale audiences and group planners with disposable income. The goal is to become the resource these target groups will turn to first when planning a meeting or weekend in the Chicago area. This year's emphasis has shifted to group planners to accommodate the input given by the marketing subcommittee. In 2001, we will also introduce the tools to create ongoing interactivity through the creation of a "new" Hotels of Oak Brook Web site and the development of a Hotels of Oak Brook database for relationship marketing. The next few pages will outline what you can expect from the major components: • Internet/ Technology, • Direct Response, • Media, • Special Event and • Media Relations. Though some numbers are shared throughout the following summaries, formal budgets are projected in the next section. A calendar has been included to show the schedule for 2001. INTERNET /TECHNOLOGY An enhanced presence for the Hotels of Oak Brook would include the following elements: The Portal Concept The next version Web site for the Hotels of Oak Brook should become THE portal for anything and everything related to Oak Brook, which would be of interest to the meeting planner and leisure traveler. The next generation site should be viewed as an engaging "one stop shop" for Oak Brook as a destination. "Experience Oak Brook From Your Desktop," could be the premise upon which this new site is developed. Creating a site utilizing a portal strategy requires several key elements. Navigation is vital to the success and value a site can provide. Without navigation, no matter what the site looks like or promises, it will fail to meet its goals. For the site to successfully implement this portal concept, the following general items must be addressed: An intuitive navigation system must be designed and implemented. This will allow all users, whether new or seasoned, to quickly and easily locate specific information. This will assist not only in the overall quality of the site, but the quality of the user experience as well. For example, separate sections catering to Meetings /Conventions and Leisure Travelers would best drive traffic to content which would be specific to each group. Restaurants, Entertainment and Recreation would be accessible from all pages of the site. A detailed site map would be created and approved following decisions regarding the desired elements and functionality. • On the shell of the navigation system must reside a graphics platform that is visually pleasing and technologically efficient. The combination of these two factors will again appeal strongly to the user from a both a personal as well as a functional sense. Overall site utility. This aspect will address all of the other areas of a site not directly relating to visual aesthetics or navigation. This is the concept that deals with functionality, inherent value and people's positive interpretation of the site. • Keep the user there longer and encourage interaction and a response to a call for action. Your new online presence should be more than a Web site. It should be a business solution and practical resource tool. These are a few, but certainly not all, of what we feel are key ingredients to the creation of a portal site. They are on the surface rather simplistic and obvious, but more complex when the execution phase is incorporated into the overall development. Encourage Interaction from Targeted Audiences Through Site Resources and Planning Tools To serve as a business solution and practical resource tool, the new site would contain the following interactive functionality. All of these would be accessible from the homepage of the site as well as having placement within the Meetings/ Conventions or Leisure Traveler sections of the site. Interactive Convention/ Meeting RFP Response Tool. This tool would enable the convention/ meeting planner to provide details on all aspects of their proposed event, including number of attendees, duration of event, type(s) of facilities needed, accommodations, etc. The completed form would then be delivered via e -mail directly to the sales staff of the appropriate hotel for follow up and processing. The form could also be available on the site in PDF format, should the meeting planner wish to print out the form, complete it offline, and deliver it via regular mail or fax. Itinerary Builder. This interactive tool allows both the meeting planner and leisure traveler to construct a custom -built itinerary including attractions, shopping, restaurants, cultural and sporting events and more. This information is then e- mailed to the appropriate hotel for follow up and processing. Virtual Tours. We mentioned above that we feel an appropriate premise for this new portal would be "Experience Oak Brook From Your Desktop." What better way than through a virtual journey? Utilizing interactive IPIX technology, provide users a virtual tour of the properties. This will enable the meeting planner to view the ballroom, meeting space or guestroom they are interested in for their event or a bride/ groom to view their honeymoon suite. The image offers a 360- degree panoramic experience, as well as floor to ceiling, yielding much more information than a simple static photograph. Rooms Express. Rooms Express allows for real -time access to and booking of available guest rooms. This easy -to -use, turn -key property -level system allows reservation and yield managers at each property to post, remove, allocate and reallocate, price and reprice, available room inventory. This system allows for quick and easy tracking of online bookings. Each property can control its own inventory, thereby allowing the Web site to become a revenue - generating entity and a one -stop resource for the consumer. A supplemental version of this functionality, Conventions Express, allocates blocks of rooms for larger groups. Both are trackable and can be tied into a property -level call center reservation screen system. Driving convention attendees to the site to book their room is also more cost effective than staffing a reservation call center. One -to -One Marketing Customer relationship management and "data mining" are important elements of any online presence. All data gathered via interactive forms on the site will be housed in a database for use during future promotions, incentives, sweepstakes, contests, etc. Additionally, offline data gathering via check -in forms or other methods can ask for e -mail addresses, which can be added to this database on a regular basis. The database allows for very specific profiling. The power of this information will enable the Hotels of Oak Brook to target market conventioneers, meeting planners and leisure travelers via personalized on and offline marketing campaigns. The possibilities of these types of promotions are unlimited. Here are some examples: • A convention planner can be part of a targeted e -mail campaign which highlights special incentives to book future events. • A meeting planner can register to win a free lunch for those in attendance at a restaurant within the hotel. A leisure traveler looking to come for a shopping weekend can be enticed to return with special "e- coupons" to stores at Oakbrook Center. Links and Partnerships A strengthened links section would provide access to outside information regarding the area and its offerings. Since the purpose of a link is to access another site, it is advised that the link launch open another browser window rather than taking the visitor off to the other site. This functionality enables the visitor to remain on the oakbrookhotels.com site. Conversely, the oakbrookhotels.com site should be linked to from as many appropriate sites as possible. A partnership with area businesses and attractions allows your site to be the one - stop shop for everything the convention/ meeting planner or leisure traveler would need. For example, a promotion or special offer describing special "guest only" pricing at a local movie theater can be highlighted on the Web site. The visitor could print out the special and redeem it once they arrive for their stay. The site becomes another source of revenue as the Hotels of Oak Brook could charge the theater for their presence on the site. This strengthens the presence of the Hotels of Oak Brook within the local business community and also drives traffic to the site. Online Marketing Initiatives A concise and clear online marketing plan should be constructed where the oakbrookhotels.com site can become visible to meeting planners and leisure travelers. These media buys can take the form of banners, sponsorships, giveaways and promotions. Special interest URLs and other unique initiatives can help drive traffic to the site. All of these buys can be tracked to measure effectiveness and return on investment. The site must also be registered and cataloged with the major Internet search engines. A manual submission process using coding, placement of "keywords" and "metatags," specific to the nuances of each search engine's listing criteria, will help the site's placement and return via a search. The look of the site would be one that is integrated with your other marketing. This will not only assist in brand recognition, but will help bind the two different mediums into one global campaign. Any graphics or graphical applications will be developed in line with what is prevalent in the marketplace for the "typical" Internet user. That is not to say that extravagant graphics or applications could not be developed, but if they were, we would recommend implementation in ways so users have a choice to experience them, not to have them "forced" to experience a particular item. There is no question that a mix of traditional and new media efforts will be necessary to establish your new site as a key focus in your marketing program. The brand of Hotels of Oak Brook manifests itself as the customer experience on the oakbrookhotels.com site. In other words, how Hotels of Oak Brook are reshaped and portrayed online will have a significant impact on how consumers perceive and experience the brand. Strategically, we've constructed the following parallel models to help us assure that your current branding efforts are integrated into the new site: If the overall brand experience (online & offline) is: Brand Experience = Product Attributes + Value to the Consumer + (What you have to offer ?) (What's in it for me ?) Then the online customer experience is: Online Customer Experience = Features + (What information can I access to get my questions answered ?) Functionality + (What can I accomplish here i.e. Itinerary Builder, Room Reservations, etc ?) Brand Personality (Does it appeal to me ?) Feel (Does the site make use of the new medium to give an appealing sense of destination ?) Further, it is important to market the attributes of the new Web site as a distinct product. We have developed a six -point system to use as a roadmap for accomplishing this. The approach includes: • build interest and awareness, • create trial and build traffic, • develop and encourage repeat visits, • reward use with customer loyalty programs, • create "Market of One" relationships and • monitor /measure user satisfaction. DIRECT RESPONSE Meeting Planners Recommendation To build our database of targeted professionals, we will distribute a three -part mailer promoting the new tools for interactivity on our Web site. By dropping these once a quarter and incorporating travel incentives to register in our guest book, we will create a virtual Oak Brook experience that stimulates return visits among our target audience. Once this database is built during the first half of the year, we will begin to interact with our target audience electronically in a personalized way during the third quarter. The goal is to build relationships and top -of -mind awareness. Leisure Recommendation This year's plan also includes one mailing for the leisure traveler. It will be dropped to promote the holiday shopping season. We will also begin to communicate with this audience electronically during the third quarter as well. MEDIA Meeting Planners Recommendation With a limited budget of $30,000/$60,000 for placement, we can approach the two major meeting publications: Meeting News and Adams Business Media Books (Association Meetings and Corporate Meetings & Incentives) for proposals and the best proposal takes the entire buy. The advantage of doing this is that we will reach our target with greater frequency versus running in a couple of publications only one or two times a year. We need to conduct additional research on the source of many meeting planners who choose the Hotels of Oak Brook. The books listed above are both national publications. However, Meeting News does publish a Midwest Regional Edition (four times per year). If we find that our planners are primarily coming from the Illinois /Chicago Metro area, we would want to focus our efforts with more local market pubs such as Illinois Meeting and Events. This would allow us to leverage our budget. We will recommend 1/2 page, four -color ads that gear toward the Web site with concepts matching the direct mail program. It makes sense to drive people to our newly designed site and this will also be an excellent way for us to track the leads by putting a special code in the URL in the ad. Demo Information Meeting News: This is a national publication with regional editions four times per year. This publication reaches over 60,000+ qualified meeting planners and association executives. Every subscriber of this publication is carefully selected through a system of questions designed to eliminate the casual decision maker, ensuring that we reach only individuals who are influential decision makers. Corporate Meetings & Incentives: This is a national publication reaching over 34,294+ top corporate management and decision makers. This publication reaches more of an upscale meeting planner with larger companies and meeting budgets. Association Meetings: This is a national publication reaching over 20,065 meeting prospects. Association Meetings reaches 10,000 national associations, which is three times as many as other meeting magazines. This is an excellent publication to reach corporate decision makers and will typically appeal to smaller meeting groups. Leisure Recommendation We recommend ads in the Media Networks: Home Network Magazines for our target markets of Indianapolis, Milwaukee and St. Louis. The Home Network group of magazines consists of: Bon Appetit, Elle Decor, Garden Design, Metropolitan Home, This Old House and Traditional Home. These full -page, four - color ads would run in the metro editions of each of these major markets. We recommend two insertions per year— Spring 2001 and Fall 2001. We recommend including a peel -off response piece (i.e., real Post -it note to put on their computer to remind them to visit our Web site or call our 1 -800 number) in each insertion. This would allow us to track the ad response more effectively and would be a great way to extend an offer (i.e., coupon) that they can tear off and bring in to the hotel /retailer to redeem for the VIP card. It's interactive and asks for a reaction to the ad. The web site URL would be coded to let us know which publication brings in which inquiry. The total program cost would be approximately $32,800/$50,000 gross for the media placement. Demo Information Indianapolis Metro Circulation: 22,440 Subscribers Milwaukee Metro Circulation: 32,060 Subscribers St. Louis Metro Circulation: 41,610 subscribers The magazines in the Home Network do appeal to more upscale female consumers. Readers also generally index very high against people who travel, stay at high -end hotels and like to shop in high -end department stores. • Bon Appetit: Female Readership is 73 %; Median Age 46; Average HH Income: $60,526. • Elle Decor: Female Readership 81 %; Median Age 39; Average HH Income: $66,526 • Garden Design: Female Readership 65 %; Median Age 44; Average HH Income: $84,190 • Metro Home: Female Readership 66 %; Median Age 42; Average HH Income: $69,026 • This Old House: Female Readership 50 %; Median Age 40; Average HH Income: $54,565 • Traditional Home: Female Readership 82 %; Median Age 42; Average HH Income $67,367 SPECIAL EVENT "Hidden Treasures of Oak Brook" This year we move from progressive dinners to area's most "upscale scavenger hunt." We will target 200 group planners to join us for a treasure hunt that begins at various hotel properties (about 50 planners at each site). Once we give all participants their first clue and treasure bag /map, the fun will begin with a themed tour of all properties. If it is held in January, a pair of mittens might be the first treasure to show that meeting and shopping can be just as rewarding in the winter. The participants will receive clues that reveal the offerings at the hotels and the Oak Brook area. For example, a clue may lead the planners to a room where they would find Godiva chocolates on the pillow, which they would then add to their treasure bag, along with information on the store. Those who complete the hunt at all four properties are eligible for the grand prize drawing. This exercise also simulates what their groups might expect to find when they book their next conference at Oak Brook. The invitation to this event will be the first in a quarterly mailing campaign to meeting planners. If the Web site is completed, this mailing could also serve as a personal introduction to visit for more information on the event. The list used for this program will be purchased through DuPage Board of Tourism's professional membership with meeting planner associations. This program has excellent potential for publicity via a strong media relations campaign with industry trade publications as well as the general market print and broadcast media. MEDIA RELATIONS Media relations would play an integral, ongoing part of the integrated marketing communications campaign during 2001. A dedicated media relations effort will support the meeting planner event as well as the launch of the "new" Web site for planners and consumers. As part of this effort, we will compile a media list targeting both planners and consumers. A creative media strategy will be developed and media kits will be produced, including cover letters, news releases and appropriate promotional materials. We will pitch the Hidden Treasures of Oak Brook and the technology stories to industry trade journals and targeted general market print and broadcast media. To stimulate media interest, interviews will be offered with selected spokespersons. These individuals will receive media training and coaching. We will oversee the media monitoring of the trade journals and the general market print and broadcast media, then follow up to secure all media placements. For each media relations effort, a media analysis report will be issued indicating the number of media placements achieved and the number of people reached. Village of Oak Brook Hotels and Visitors Committee 2001 Marketing Communications Budget November 9, 2000 Following is a summary of all 2001 projects BVK /McDonald will coordinate, supervise and oversee: Core Complete Internet $100,680 $121,080 Meeting Planner Internet Guide $14,957 $14,957 Meeting Planner Direct Mailer $20,437 $27,076 Leisure Internet Guide $13,417 Leisure Holiday Mailer $16,930 Media Meeting Planners Leisure $45,300 $75,300 $42,100 $59,300 Meeting Planner Special Event $46,471 $48,961 Media Relations $22,450 $22,450 Inquiry Handling/ Fulfillment Services $5,720 $5,720 Sales Support Materials $5,754 $5,754 Agency Time $15,000 $15,000 f0 s..,, . 13, .tji.. ,-,E. x31.131 •3 , PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Internet Job Description: Site concepting, design and development. Enhancement of the online presence for the Oakbrook Hotels including the following components: Project timeline, site map /high level page function document, project management, Mark Net World (MNW) to create three (3) different composite sample designs for review including enhanced navigation and site mapping, scalable design to account for future site expansion, development and coding of `metatags', `keywords' and 'image tags', full manual submission to major internet search engines interactive guest book /profile database to capture names, addresses, e- mails, etc., establishing and testing all new and existing links to external sites, all html coding, programming, scripting, testing and site launch, all text and image conversion from supplied or licensed sources, all initial pre - launch marketing, research, consulting. Additionally: 'Itinerary Builder' functionality (includes staff training), Interactive Convention/ Meeting RFP Response Tool, Ongoing site maintenance, and coordination. Site Concepting, Redesign & Development Itinerary Builder RFP Ongoing Maintenance Rooms Express IPIX (360 degree panoramic IPIX 'virtual tour' images - Includes all color correction, retouching, etc.) SKYMILES (Delta Air Flyer Miles Incentives) ESTIMATED JOB TOTAL Core Complete $62,680 $62,680 $10,000 $10,000 $10,000 $10,000 $18,000 $18,000 $10, 000* (transaction fee is $1.00 per booking) $5,400 $5,000 $100,680 / $121,080 Approved by: Date: PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Meeting Planner Internet guide Job Description: A 4 -color Internet guide for meeting planners. Production will include the following agency services to be preformed on your behalf: Design, layout, copywriting, keyline /paste -up, proofing, account 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 this supplier by qualified agency personnel. Estimated Total, payable to BVK /McDonald: (79 Hours C 150 /hour) $11,850 Guide, quantity of 5,000 (Printing payable to Busch & Schmitt) ESTIMATED JOB TOTAL Approved by: Date: $3,107 $14,957 PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Meeting Planner Direct Mailer Job Description: A 3 -part series, 4 -color direct mailer for the meeting planners. To be produced at the same time and mailed at various times. Production will include the following agency services to be preformed on your behalf: Design, layout, copywriting, keyline /paste -up, proofing, account 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, mailing services and proper supervision of these suppliers by qualified agency personnel. Core Complete Estimated Total, payable to BVK /McDonald: (78 Hours Ca 150/ hour) $11,700 $11,700 Direct Mailer, quantity of 5, 000 (Printing payable to Busch & Schmitt) $2,311 $2,311 Mailing list for 3 times usage (Payable to Association Forums, ASTD, MEM, ISAE, PCM,4) $3,600 $6,000 Mailing Services, quantity of 2, 000 or 5, 000ea for 3 times (Payable to Lynn Marketing) $1,416 $3,540 Postage, quantity of 2, 000 or 5, 000ea for 3 times (Payable to Lynn Marketing) $1,410 $3,525 *Based on current postal rates ESTIMATED JOB TOTAL $20,437 / $27,076 Approved by: Date: ** OPTION ** OPTION ** OPTION ** OPTION ** OPTION ** OPTION ** OPTION ** OPTION PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Leisure Internet guide Job Description: A 4 -color Internet guide for consumers. Production will include the following agency services to be preformed on your behalf: Design, layout, copywriting, keyline /paste -up, proofing, account 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, typography, color laser proofs, and proper supervision of these suppliers by qualified agency personnel. Estimated Total, payable to BVK /McDonald: (71 Hours Ca 150 /hour) Guide, quantity of 5, 000 (Printing payable to Busch & Schmitt) ESTIMATED JOB TOTAL Approved by: Date: $10,650 $2,767 $13,417 * * OPTION* * OPTION* * OPTION* * OPTION* * OPTION* * OPTION* * OPTION* * OPTION PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Leisure Holiday Mailer Job Description: A 4 -color holiday mailer for consumers. Production will include the following agency services to be preformed on your behalf: Design, layout, copywriting, keyline /paste -up, proofing, account 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, mailing services and proper supervision of these suppliers by qualified agency personnel. Estimated Total, payable to BVK /McDonald: (48 Hours @ 150 1hour) $7,200 Direct Mailer, quantity of 20, 000 (Printing payable to Busch & Schmitt) Mailing List, quantity of 20, 000 (Payable to FH &R) Mailing Services, quantity of 20, 000 (Payable to Lynn Marketing) Postage, quantity of 20, 000 (Payable to Lynn Marketing) *Based on current postal rates ESTIMATED JOB TOTAL Approved by: Date: $2,310 $2,645 $1,115 $3,660 $16,930 PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Meeting Planner Magazine Ads Job Description: A 4- color, full -page magazine, 2 to 3 part ad series. To be featured in 1 to 3 publications. Production will include the following agency services to be preformed on your behalf: Design, layout, copywriting, keyline /paste -up, proofing, account and production services, media planning/ placement, 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: Film and proofs, and proper supervision of this supplier by qualified agency personnel. Core Complete Estimated Total, payable to BVK /McDonald: (102 Hours @ 150 /hour) $15,300 $15,300 Media placement (Payable to publications) $30,000 $60,000 ESTIMATED JOB TOTAL $45,300 / $75,300 Approved by: Date: PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Leisure Magazine Ads Job Description: Two versions, 4- color, full -page magazine ad with card attachment. Production will include the following agency services to be preformed on your behalf: Design, layout, copywriting, keyline /paste -up, proofing, account and production services, media planning/ placement, 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: Film and proofs, and proper supervision of this supplier by qualified agency personnel. Core Complete Estimated Total, payable to BVK /McDonald: (62 Hours @ 150 /hour) $9,300 $9,300 Media placement (Payable to publications) $32,800 $50,000 ESTIMATED JOB TOTAL $42,100 / $59,300 Approved by: Date: PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Meeting Planners Special Event Job Description: Event includes a 4 -color invitation with a perforated business reply card, signage for the various locations, treasure maps, clues, treasure bags, raffles, inter - property transportation, event follow -up survey and tabulation. Production will include the following agency services to be preformed on your behalf: Design, layout, copywriting, keyline /paste -up, proofing, account 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, mailing services, transportation and proper supervision of these suppliers by qualified agency personnel. Core Complete Estimated Coordination Total, payable to BVK /McDonald: (57 Hours @ 150 /hour) $8,550 $8,550 ** Estimated Production Total, Payable to BVK /McDonald (175 hrs. @ 150 1hour) $26,250 $26,250 * *Invitation, quantity of 2, 000 or 5, 000 (Printing payable to Busch & Schmitt) $2,277 $2,629 * *Signage, quantity of 28 (Printing payable to Graphic Arts Service) $1,852 $1,852 * *Treasure Maps, quantity of 300 (Payable to Graphic Arts Services) $1,365 $1,365 * *Treasure Bags, quantity of 250 (Payable to Sales Aids) $355 $355 * *Mailing List (2, 000 or 5, 000) (Payable to Association Forums, ASTD, MEM, ISAE, PCMA) $1,200 $2,000 * *Letterhead, Quantity of 2000 (Printing payable to Busch & Schmitt) $1,115 $1,115 (Continued) Core * *Mailing Services, quantity of 2, 000 or 5, 000 (Payable to Lynn Marketing) $422 * *Postage, quantity of 2, 000 or 5, 000 (Payable to Lynn Marketing) *Based on current postal rates $470 * *Business Reply Permit (Payable to Oak Brook Post Office) Qty. of 500 *$100 fee plus $.63 for each returned piece. *Based on current postal rates $415 Complete $1,055 $1,175 $415 * *Transportation Services (Payable to Keeshain Charters) $2,200 $2,200 ESTIMATED JOB TOTAL $46,471 / $48,961 Approved by: Date: PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Media Relations Job Description: Media list research and development targeting both planners and consumers; media relations for launch of web site and ongoing web site promotion (development of cover letters and news releases targeting both planners and consumers, production of media kits, execution of story pitch and media training/ counsel of selected spokespersons, and coordination of media monitoring/ retrieval); and media relations for Hidden Treasures of Oak Brook event (development of cover letter and news release targeting planners, production of media kits, execution of story pitch and media training/ counsel of selected spokespersons, and coordination of media monitoring/ retrieval). Production will include the following agency services to be performed on your behalf: Research, database development, copywriting, design, layout, proofing, printing, account and production services, media relations, media training/ counsel, 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: color laser proofs, media monitoring/ retrieval, and proper supervision of these suppliers by qualified agency personnel. Estimated Total, payable to BVK /McDonald: (140 Hours @ 130 /hour) $18,200 Media monitoring/ retrieval (Payable to Air Newsclip) $2,000 Postage to distribute news releases and media kits (Payable to U.S. Post Office) $2,250 *Based on current postal rates ESTIMATED JOB TOTAL Approved by: Date: $22,450 PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Inquiry Handling/ Fulfillment Services Job Description: Call center script writing, copywriting updates for ongoing fulfillment materials, and other necessary functions. Production will include the following agency services to be performed on your behalf: coordination of call center script writing, copywriting updates for ongoing fulfillment materials and any other functions necessary to provide the product described at the quality level you require. Estimated Total, payable to BVK /McDonald: (6 Hours @ 120 1hour) 12 -month call center ESTIMATED JOB TOTAL Approved by: Date: $720 $5,000 $5,720 PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Sales Support Materials Job Description: A 4 -color reprint of the "Business Unusual' brochure. Production: will include the following agency services to be preformed on your behalf: Design, layout, copywriting, keyline /paste -up, proofing, account 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 this supplier by qualified agency personnel. Estimated Total, payable to BVK /McDonald: (14 Hours @ 1501 hour) $2,100 Brochure, Qty of 5,000 (Printing payable to Busch & Schmitt) ESTIMATED JOB TOTAL Approved by: Date: $3,654 $5,754 PRODUCTION ESTIMATE November 9, 2000 Client: Village of Oak Brook - Hotels and Visitors Committee Project: Agency Time Job Description: Agency time for marketing sub - committee meetings, material approvals, 2002 planning, analysis and reports being issued. ESTIMATED JOB TOTAL Approved by: Date: $15,000 first Quarter e Website development 9 Meeting Planner Special Event Website Launch and Promotion Group/Leisure • Inquiry Handling/Fulfillment • Meeting Planner Media • Internet Guide DevelopmentlSales Collateral Reprints Cond Quarter e Meeting Planner First Mailing • Leisure Travel Magazine Promotion • Meeting Planner Monthly Media e New Website Media Relations • Inquiry Handling/Futfillment • 1st Quarter Trend Reports 07, i r d Quarter • Meeting Planner First Mailing • Meeting Planner Monthly Media • Website Media Relations • CRM to Profiled Database • Inquiry HandlinglFulfillment ` • 2nd Quarter Trend Reports h Fourt ,a Quarter • Leisure Travel 2nd Magazine Promotion I • Meeting Planner 3rd Mailer 1 • Monthly Planner Media • Media Relations • Holiday Leisure Mailer • CRM to Profiled Database • Inquiry Handling/Fulfillment • 3rd Quarter Trend Reports • 2002 Planning Year Round PR around all concepts "Smart" Planner Trade buy Retail/Hotel incentives