Virginia DMO Marketing Grants - Virginia Tourism Corporation

What is the Virginia Tourism Corporation DMO Marketing Program?

The Virginia Tourism Corporation (VTC) announces that applications are open for the Virginia DMO Marketing Grant. Please read this information and then scroll down to see the application.

The Virginia DMO Marketing Grant purpose is to assist Virginia DMOs with marketing their destinations by providing funding to supplement the DMO existing marketing budget. Programs that promote overnight visitation and have high economic impact will score higher.

As a reminder, only ONE application per DMO is allowed.

PLEASE NOTE: This application cycle for the VTC DMO Marketing Program differs from past VTC Special Events and Festivals Sponsorship 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 50% cash or in-kind match.
- Specific allowances on valuing earned and owned media.

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 DMO Marketing Leverage Program

Hidden
Grant ID#
Is your DMO/destination listed on Virginia.org? Yes/No*
Being listed on Virginia.org is required for reimbursement. This is not your business website. This is your free listing on the state tourism website. Please visit https://www.vatc.org/marketing/digital-marketing/webmarketing/ to set up your listing as soon as possible. It is not required before you apply, but is required before you can get reimbursement.
- Yes
- No
If yes, what is the event's Virginia.org url?
Example: https://www.virginia.org/event/annual-chincoteague-island-oyster-festival/104/
DMO Name*

If a town or DMO, please select the county where the town is located.
# of full and part-time employees at the DMO
Locality where the DMO is located*
If a town or DMO, please select the county where the town is located.
EIN #*
DMO Contact Name*
First Last
DMO Contact Title
DMO Contact Email*
Second DMO Contact Name
First Last
Second DMO Contact Title
Second DMO Contact Email
DMO Mailing Address*
Street Address Address Line 2 City State ZIP Code
Applicant Organization Phone Number*
Amount of Requested Funds*
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 DMO operations?*
- Yes
- No
If yes, please upload insurance certificates if available.
If your insurance certificates are not yet available, you will be sent reminders from VTC to submit these before reimbursements can be processed.
Max. file size: 100 MB.
Please list the event's web & social media info:
Twitter
Facebook
Instagram
DMO Website*
Hashtags
Program Marketing Goals (15 Points)
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 DMO name.
Marketing Program Description*
Please describe your marketing program
Start Date of Marketing Program*
Must be no earlier than June 1, 2022
MM slash DD slash YYYY
End Date of Marketing Program*
Must be no later than October 15, 2024
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?*
- Yes
- No
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.
Projected # of out-of-state visitors from this marketing program.*
Projected # of regional visitors coming for a day trip from this marketing program.*
Total Projected Visitors from this marketing program.*
This is the sum of your projected out-of-state visitors and your regional visitors during the program period.
What research do you have to validate these projections?
List what research and the data source you used to validate those projections such as advertising conversion rates, # of visitors from prior marketing programs, # of visitors to Welcome Center, hotel occupancy reports, etc.
Competition (10 Points)
What destination is your #1 out-of-state competition?*
Why did you select this destination?*
What destination is your #1 in-state competition?
Why did you select this destination?*
How does your marketing plan make you more competitive against these destinations?*
Hub & Spoke (15 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*
What is the main lure at your destination?
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? Yes/No*
Partners need to be listed on Virginia.org before reimbursements can be submitted.
- Yes
- No
If yes, what is the ir Virginia.org url?
Example: https://www.virginia.org/event/annual-chincoteague-island-oyster-festival/104/
Upload Letter of Support from Partner #1*
A letter of support from this partner is required.
Max. file size: 100 MB.
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? Yes/No*
Partners need to be listed on Virginia.org before reimbursements can be submitted.
- Yes
- No
If yes, what is the ir Virginia.org url?
Example: https://www.virginia.org/event/annual-chincoteague-island-oyster-festival/104/
Upload Letter of Support from Partner #2*
A letter of support from this partner is required.
Max. file size: 100 MB.
Spoke #3*
Spoke #4*
Spoke #5*
Spoke #6*
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. You are encouraged to select at least one out of state market.
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)
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 encouarge you to use Virginia is for Lovers co-branded items where possible.
In-Kind or Cash Match Marketing Plan*
IN-Kind Marketing Plan (This is your match. This grant requires a minimum 50% cash or in-kind total match.) We encourage you to list more than the minimum match so we are better able to understand the economic impact of these programs. Be sure to read instructions on eligible items, how to value followers, and how to value earned media like magazine articles. Use the + button to add lines to your marketing plan.
Media Channel Name Marketing Item Descriptions (including target markets/demographics) Placement Dates Amount
Grand Total In-kind or Cash Match:*
VTC Reimbursable Marketing Plan*
These are items for which you will be seeking VTC reimbursement. The total of your VTC Reimburseable 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 + button to add lines to your marketing plan.
Media Channel Name Description (type, demographics, reach) Placement Dates Amount
Grand Total Reimbursable Marketing Plan*
Performance Outcomes (10 Points)
You must select two performance measures from the drop down box. Sources of data could include visitor logs, credit card data, ticket sales, etc. Set reasonable baselines and goals.
Performance Outcome #1*
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 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*
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 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 POINTS: VIFL Activation Type (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 Type
Activation Details
Dates (If Applicable)
VIFL Activation Type
Activation Details
Dates (If Applicable)
VIFL Activation Type
Activation Details
Dates (If Applicable)
VIFL Activation Type
Activation Details
Dates (If Applicable)
VIFL Activation Type
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 mid-April 2023.
Acceptance of Terms*
By clicking this checkbox and submitting this form, you are confirming that all information is final. You are attesting that your match is true and verifiable.
I have read and agree to the terms and conditions.