VTC Marketing Leverage Program - Virginia Tourism Corporation

What is the Virginia Tourism Corporation Marketing Leverage Program?

The Virginia Tourism Corporation (VTC) is pleased to announce that applications are open for the 2023 Marketing Leverage Program.

The Virginia Tourism Corporation is offering these grant funds to spur economic activity and overnight travel across the Commonwealth.

PLEASE NOTE: This application cycle for the VTC Marketing Leverage Program differs from past VTC Marketing Leverage Program applications. Below is a quick overview of the changes:

Different online application than in the past.
Award announcements will be made in-mid April. Programs must be completed by October 15, 2024.
Eligible expenses that have occurred six months prior (August 1, 2022) to the due date of February 28, 2023 can be used as part of your marketing plan and may be reimbursable upon successful award notification.
One 6-month extension may be granted in special circumstances.
Drop down boxes for certain questions.
One funding tier:
- $20,000 maximum award with a 1:1 CASH match
- Documentation of paid cash match will be required for reimbursement requests

Please review the Word Document that contains an application template and helpful instructions to help you complete your application. Please review the Terms and Conditions of this program. This is a reimbursement program.

Applications are due by 5:00 PM on Tuesday, February 28, 2023
NO extensions to this deadline will be possible.
Award announcements will be made by mid-April 2023

Spring 2023 Marketing Leverage Program

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Grant ID#
Applicant Information
Is your destination listed on Virginia.org? Are the partners and spokes you will be partnering with listed on Virginia.org?*
Please note, that they need to be listed before reimbursements will be processed, but do not need to be listed at the time of application. if you do not yet have an account to add your business to virginia.org, please register here: https://www.vatc.org/marketing/digital-marketing/extranet-account-request/.
- Yes
- No
If yes, what is your Virginia.org URL?
Example: https://www.virginia.org/listing/cape-charles/5128/
Business/Organization Name*
How many full-time employees do you have?*
How many part-time employees do you have?*
Locality where Business/Organization is located*
EIN # (if a sole proprietorship, SS # is allowed.)*
Applicant Contact Name*
First Last
Applicant Contact Title
Applicant Contact Email*
If the DMO is a very small organization, please list the County manager or finance officer as the second contact.
Second Applicant Contact Name
First Last
Second Applicant Contact Title
Second Applicant Contact Email
Applicant Mailing Address*
Street Address Address Line 2 City State ZIP Code
Contact Phone Number*
How much funding are you requesting from VTC?*
Maximum Award is $20,000.
Are you planning to use these funds to market any events, concerts, meetings, or conventions outside the scope of your normal operations?*
- Yes
- No
If yes, please upload insurance certificates if available.
Max. file size: 100 MB.
If your insurance certificates are not yet available, you will be sent reminders from VTC to submit these before reimbursements can be processed.
Please list your business/organization's web & social media info:
Twitter
Facebook
Instagram
Business/Organization Website*
Hashtags
Program Marketing Goals (15 Points)
Program Focus*
Please choose the best category for your program.
Marketing Program Name*

Please choose a creative name that reflects your marketing plan. Do not use an individual's name and do not use the business/organization name.
Marketing Program Description*
Please describe your marketing program
Start Date of Marketing Program*
MM slash DD slash YYYY
End Date of Marketing Program*
MM slash DD slash YYYY
How will VTC funding enhance your normal marketing activities?
Explain the goals of the program and how VTC funding helps make it possible to reach those goals.
Will these funds enhance your marketing to diverse audiences and/or promote accessibility? If yes, please explain.*
How will this program drive additional overnight or out-of-region visitation?*
An overnight visitor is one who spends at least one night at or near the locality. A regional visitor is a daytripper who visits from at least 50 miles away.
Select your nearest local or regional DMO.*
Please upload a letter of support for your marketing program from your nearest local or regional DMO.*
A letter of support from the nearest local or regional DMO is required. If your locality is not covered by a local or regional DMO, then a letter of support from locality leadership (i.e. county supervisor, city manager, EDA, PDC) will suffice.
Max. file size: 100 MB.
Hub & Spoke (25 Points)
Partners and spokes must be organizations and businesses that support your marketing. Please do not list general categories such "restaurants." Instead, list exact names of businesses, such as Whistlestop Café or Joe's B&B.
Lure*
Your business/destination/attraction
Partner #1*
List the name of your first partner in the Hub-n-Spoke model.
Partner #1 Address*
Street Address Address Line 2 City State ZIP Code
*How will this partner support your marketing program?
Explain how this partner will support your marketing plan both financially and through their own marketing initiatives.
*Is this partner listed on Virginia.org?*
Please note, that they need to be listed before reimbursements will be processed, but do not need to be listed at the time of application. if you do not yet have an account to add your business to virginia.org, please register here: https://www.vatc.org/marketing/digital-marketing/extranet-account-request/.
- Yes
- No
If yes, what is their Virginia.org URL?
Example: https://www.virginia.org/listing/cape-charles/5128/
Partner #2*
Partner #2 Address*
Street Address Address Line 2 City State ZIP Code
*How will this partner support your marketing program?
Explain how this partner will support your marketing plan both financially and through their own marketing initiatives.
*Is this partner listed on Virginia.org?*
Please note, that they need to be listed before reimbursements will be processed, but do not need to be listed at the time of application. if you do not yet have an account to add your business to virginia.org, please register here: https://www.vatc.org/marketing/digital-marketing/extranet-account-request/.
- Yes
- No
If yes, what is their Virginia.org URL?
Example: https://www.virginia.org/listing/cape-charles/5128/
Spoke #3*
Spoke #4*
Spoke #5*
Spoke #6*
How will these spokes support your marketing program?
How will these spokes support your marketing program?
Target Markets (20 Points)
You must choose at least two target markets. These target markets must be reflected in your marketing plan.
Target Market #1*
Why did you choose this market?
Please reference data sources and data that was used to select this target market.
Target Market #2*
Why did you choose this market?
Please reference data sources and data that was used to select this target market.
Target Market #3*
Why did you choose this market?
Please reference data sources and data that was used to select this target market.
Marketing Plans (30 Points)
Cash Match Marketing Plan
This is your match. This grant requires a minimum of 1:1 cash match. In-kind match is no longer permitted with this program. If you are asking VTC for $5,000, you must have AT LEAST $5,000 in cash match listed. The maximum award for this program is $20,000 and requires a minimum of $20,000 in cash match. ) We encourage you to list more than the minimum match so we are better able to understand the economic impact of these programs. Documentation, including invoices and proof of payment, will be required for proof of match. Use the + to add a line to your marketing plans.
Media Channel Name/Vendor Marketing Item Description (target markets, target demographics, other details) Placement Dates Amount
Grand Total Cash Match*
VTC Reimbursable Marketing Plan
These are items for which you will be seeking VTC reimbursement. The total of your VTC Reimbursable Marketing Plan should at least equal your requested award amount. Be sure to list only eligible expenses from the program Terms and Conditions. You will only be reimbursed up to your award amount. Use the + to add a line to your marketing plans.
Media Channel Name/Vendor Marketing Item Description (target markets, target demographics, other details) Placement Dates Amount
Grand Total Reimbursable Marketing Plan*
*As a reminder, no more than 10% of your requested amount or final award can be used per line item for insurance, music licensing fees, promotional items like apparel and banners (remember no signage is permitted, but temporary event banners and pull-up display banners are permitted), or for A/V services like wifi at a hotel convention. So if you requested $20,000, you may list up to $2,000 for promotional items, up to $2,000 for insurance, up to $2,000 for music licensing fees, and up to $2,000 for A/V fees. We encourage you to use Virginia is for Lovers co-branded items where possible.
Performance Measures (10 Points)
Performance Outcome #1*
Select Outcomes from Drop Down Box
Performance Baseline (Now)*
Performance Baseline Date*
The baseline date is the date of your first measurement and can be no earlier than June 1, 2022 for this program.
MM slash DD slash YYYY
Performance #1 Goal*
Performance Goal Date*
The performance goal date is the date (no later than your program end date) that you will take your second measurement.
MM slash DD slash YYYY
Performance Outcome #2*
Select Outcomes from Drop Down Box
Performance Baseline (Now)*
Performance Baseline Date*
The baseline date is the date of your first measurement and can be no earlier than June 1, 2022 for this program.
MM slash DD slash YYYY
Performance #2 Goal*
Performance Goal Date*
The performance goal date is the date (no later than your program end date) that you will take your second measurement.
MM slash DD slash YYYY
Bonus - VIFL Activation (5 Bonus Points)
How will you integrate the Virginia is for Lovers brand in your marketing and advertising materials? (Select from Drop Down Box)
VIFL Activation
Activation Details
Dates (If Applicable)
VIFL Activation
Activation Details
Dates (If Applicable)
VIFL Activation
Activation Details
Dates (If Applicable)
VIFL Activation
Activation Details
Dates (If Applicable)
VIFL Activation
Activation Details
Dates (If Applicable)
Save and Submit
VERY IMPORTANT:
- Your application information is saved on our server as you enter it.
- If you need to leave the application, scroll to the bottom of the application and click “Save and Continue Later”.
- You will receive a unique URL that will allow you to go back into the application to make edits. BE SURE TO COPY THIS URL SO THAT YOU CAN GO BACK TO EDIT YOUR APPLICATION!
- You also can enter your email address and have the link sent to you.
- You will need to follow this procedure each time you leave the application in order to save your work.
Once you are ready to submit the Final Version, you will acknowledge the Acceptance of Terms.
- A SUBMIT button will appear
- At that point you may submit your application.
- Please note that once you submit, you will NOT be able to make any revisions to your application.
DEADLINE INFORMATION:
- Applications are due by 5:00 PM on Tuesday, February 28, 2023.
- NO extensions to this deadline will be possible.
- Award announcements will be made by late .
Acceptance of Terms*
By clicking this checkbox and submitting this form, you are confirming that all information is final.
By clicking this checkbox and submitting this form, you are confirming that all information is final. I understand that failure to meet the requirements in the Terms and Conditions could result in forfeiture of the award and denial of reimbursements I am attesting that the match will be true and verifiable.