West Virginia Division of Tourism

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West Virginia Division of Tourism Matching
Advertising Partnership Program (MAPP)
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MAPP PURPOSE

• The MAPProgram is a reimbursable partnership
  program legislated in 1994 that provides matching
  funds for innovative and effective direct
  advertising projects that increase visitation and
  travel expenditures in West Virginia and impact
  the economic growth of the travel industry.

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MAPP PURPOSE

• All dollars awarded are matched by tourism
  destinations and their partners, making the
  MAPProgram an investment in the future, not only
  by the state, but by every participating business
  investing its own dollars.

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AWARDS ISSUED

• Over 100 million in matching funds have been
  awarded since the inception of the program.
• Thats over 200,000,000 in advertising to
  attract visitors to West Virginia!
• Whats the Impact?

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1990 1994State Tax Receipts Generated by
Travel Spending

• 1990 1991 1992 1993 1994
• 165 169 176 182
  189
• Million Million Million
  Million Million

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1995 1996State Tax Receipts Generated by
Travel Spending

• 1995 1996
• 195 205
• Million Million

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2000 2006pState Tax Receipts Generated by
Travel Spending

• 2000 2001 2002 2003 2004
  2005 2006p
• 274 333 391 443
  474 504 532
• Million Million Million
  Million Million Million Million
• 
  

Dean Runyan 2000-2006p
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Three Categories of Awards

• 10,000 Large Applications
• 7,500 Small Applications
• 5,000 Fairs Festivals

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ELIGIBLE ORGANIZATIONS

• "Applicant" means a for profit or non-profit
  entity or organization located within the state
  that promotes tourism within the state and is
  also a destination. The term "applicant" may not
  include vendors that would be supplying services
  paid for out of grant funds, schools or camps.

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ELIGIBLE ORGANIZATIONS

• 2.12. "Independent Activity" means an entity or
  organization which attracts a minimum of
  eighty-five percent (85) of its visitors from
  outside the local market.

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ELIGIBLE ORGANIZATIONS

• 6.6. Direct advertising may be in the form of
  cooperative advertising which is advertising that
  represents a community, region, county,
  multi-county or statewide organization and may
  include tourism businesses or organizations that
  enhance the destination for which the grant is to
  cover. Cooperative advertising must be entirely
  directed toward areas outside the local market or
  in major out-of-state markets.

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MAPP 7,500 LEVEL

• 7,500 program
• Awards under this program shall not exceed 7,500
  per applicant (maximum total project is 10,000)
  and no applicant shall receive more than two
  grants per fiscal year (July 1 to June 30)

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MAPP 7,500 LEVEL

• 7,500 program
• The applicant and partner(s) must provide a
  minimum of 25 percent of the total project cost

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MAPP 7,500 LEVEL

• 7,500 program
• No applicant who has received a grant larger than
  7,500 in any fiscal year may apply for a small
  grant during the same fiscal year Provided,
  That a non-profit entity may apply for and
  receive small grants even if it has received
  large grants in the same fiscal year.

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MAPP 7,500 LEVEL

• 7,500 program
• Eighty percent (80) of the projects direct
  advertising must be directed toward areas outside
  of the local market or in a major out-or-state
  market
• Small grant awards shall require the approval of
  the director of the Division
• Total Cap for this category is 2 million

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MAPP UPDATE!

• Tourism Commission during Sept. 20 meeting
  approved recommendations from the Internet
  Committee to include internet in the MAPProgram.
  The following new categories were added to the
  program

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MAPP UPDATE!

• Internet Media
• Must use WV logo
• May include banner ads, e-newletters, etc.
• Pay-per-click allowed for state-wide
  tourism associations ONLY (with no logo
  required on initial listing)

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MAPP UPDATE!

• Internet Media
• Must use WV logo on initial advertising (does not
  need to be a link to Division of Tourism web
  site)
• Must use logo on page where consumer is directed
  (must be a link to Division of Tourism web site
  and must appear in the first visible screen where
  the consumer is directed by the ad without
  scrolling down)

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MAPP UPDATE!

• Internet Media/Production Expenses
• Internet Media will be eligible for Production
  Expenses as currently allowed 15 percent per
  media category with a 22,500 cap

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MAPP UPDATE!

• Web Site Development/Design/Upgrades
• Web site development/design/upgrades is allowed
  in the program with a 22,500 category cap
• Applicant must attach an outline of information
  and images to be placed on web site and/or where
  they will fit into the current web site with
  their request
• The Tourism Commission/Division of Tourism
  reserves the right to determine the acceptability
  and value of all written, graphic and visual
  material as to its content and appropriateness
  for the general public and for the states effort
  to promote tourism

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MAPP UPDATE!

• Web Site Development/Design/Upgrades
• Upon approval applicant is required to have a
  visible link to the Division of Tourisms home
  page (www.wvtourism.com). Consumers must be able
  to reach the Divisions Web site with one click.
  The WV logo must appear as specified in the Logo
  Standards Guide.

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MAPP UPDATE!

• Web Site Development/Design/Upgrades
• Expenses may not include monthly or annual
  server/host and maintenance fees.
• Applicant may be required to electronically
  display proposed site changes at approval
  meeting.
• All retail price-point or real estate advertising
  must be pro-rated.

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MAPP UPDATE!

• Web Site Development/Design/Upgrades
• Expenses may include web site development,
  design, upgrades to existing web site and web
  site optimization.

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MAPP UPDATE!

• Internet in Mailing Lists Category
• Similar to purchase of direct mail leads,
  purchase of electronic leads may be placed in
  Mailing List Category.

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Forms

• Application Form
• Media Breakout Form
• Partner Breakout Form
• Verification Form
• Tracking Form
• Modification Form
• Deadlines Contacts

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Application - page 1
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Application - page 2
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Application - page 2
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Application - page 3
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Application - page 3
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Application - page 4
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Application - page 4
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Application - page 5
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Application - page 6
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Application - page 6
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Application - page 7
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Application - page 7
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Application - page 8
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Application - page 8
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Media Breakout - page 1
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Media Breakout - page 1
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Media Breakout - page 2
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Media Breakout - page 2
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Media Breakout - page 3
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Media Breakout page 4
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Media Breakout page 4
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Media Breakout - page 4
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Media Breakout - page 5
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Media Breakout - page 5
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Partner Breakout
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Verification
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Verification
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Verification
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Tracking
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Tracking
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Modification page 1
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Modification page 1
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Modification page 2
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Modification page 3
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Modification page 3
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Modification page 4
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Deadlines
10,000 ONLY Applications must be received by
the Division by 5 p.m. on the 1st of the
following months for review on a quarterly basis
at the Tourism Commissions regularly scheduled
meetings. DEADLINES ARE ADHERED TO STRICTLY
-Applications that are late will be held over for
the following applicable deadline/review meeting
or sent back to the applicant
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Deadlines
10,000 ONLY Complete application to be
received at Division of Tourism
Review   January 1 March
meeting April 1
June meeting July 1
September meeting October 1 December
meeting
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Deadlines
5,000 Fairs and Festivals AND Up to 7,500
Applications must be received by the Division at
least 45 days in advance of the beginning project
date. (Beginning project date must be set at a
date before any billable work is done on your
project.) ALL GRANT APPLICANTS You must receive
approval of your application before any expenses
listed within the application may be incurred.
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Deadline Reminders
MODIFICATIONS If you need an extension, it
MUST be at the Division 30 days before the ending
project date. If it is for moving media it MUST
be in BEFORE the ending project date listed on
the grant Not the end of the 90 days.
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Deadline Reminders
PLEASE NOTE AWARDS MUST BE CLOSED OUT WITHIN
90 DAYS OF THE ENDING PROJECT DATE OF THE GRANT.
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• Contacts

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Contacts

• Applications and Modifications
• 10,000 Applications and Director
• Anna Plantz, 304-558-2200 ext. 325
• Up to 7,500 and 5,000 Fair Festival
• Jane Godwin ext. 376
• MAPP assistance
• Tonya Conley ext. 344

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1-800-CALL WVA www.callwva.com