Tourism Council of Frederick County, MD
Tourism Reinvestment in Promotion & Product (TRIPP) Program
Program Overview and FY10 Cooperative Advertising Fund Packet
Purpose of Program
Through the Tourism Reinvestment in Promotion and Product (TRIPP) program, a portion of the
hotel tax revenue that is directed to the Tourism Council of Frederick County (TCFC) is made
available for the advertising and/or trade show promotion of local non-profit attractions/events
and the development of tourism product by non-profit attractions, events and activities via a
competitive application process. This is a cooperative program with the intent of increasing
the number of visitors to Frederick County and to increase the amount of spending by
these visitors through the awardees’ use of TRIPP funds to further promote or develop
sites or activities of interest to residents of other areas.
Funding
The TRIPP program has been budgeted at $200,000 for FY10 (July 1, 2009 – June 30, 2010).
The TCFC Board of Directors determines the TRIPP program funding level annually based
partly on hotel tax receipts. Any unallocated or unclaimed TRIPP funds will roll over for
allocation in a future fiscal year. FY10’s allocation includes $3,362.29 in unclaimed FY08
funds.
Use of funds
The TRIPP program budget will be allocated as follows: 60% for the Cooperative Tourism
Advertising Fund and 40% for Tourism Product Development Grants.
Cooperative Tourism Advertising Funding will be allocated in FY10 on an 80% matching
basis to cover the cost of selected applicants’ advertising placement or trade/consumer travel
show booth fees, which are the allowable marketing expenses defined by the Maryland
Tourism Development Board through the County Cooperative Grant program, for the
purpose of increasing visitation and overnight stays in Frederick County. TCFC pays the
media vendors directly after awardee has forwarded approved invoice(s) and 20% cash
match.
Tourism Product Development Grants are available to help non-profit organizations develop
new tourism projects, events and activities that should encourage increased visitation and
additional overnight stays in Frederick County by covering 50% of the associated costs. It
must be matched by an equal value in cash project expenditures or documented donations
of good or services for the project, but not staff or volunteer time.
Applications
Frederick County non-profit organizations may submit no more than one Cooperative Tourism
Advertising Fund submission and one Tourism Product Development Grant submission per
applicant per year. Proposals should be consistent with the TCFC goals of increasing the number
of visits, the average length-of-stay by visitors and visitor expenditures in Frederick County.
(The TCFC Marketing and Development Plan is available online at
www.fredericktourism.org/tripp.html). Applications will be evaluated by a five-member
selection committee appointed by the TCFC Board of Directors. All applicants are required to
submit a Notice of Intent to Apply by Feb. 8, 2009 or R.S.V.P to one of the workshops by
February 4.
Timeline
Week of
Jan. 5, 2009 Applications available, publicity and website posting
Jan. 9 TCFC Board of Directors appoints 5-member TRIPP Selection Committee
Feb. 4 R.S.V.P. deadline to attend one of the workshops
Feb. 5 & 9 Application workshops (Mandatory attendance at one by applicant’s
representative for first-time applicants. Previously funded applicants are encouraged to
attend, but must submit the Notice of Intent to Apply either way)
Feb. 8 Deadline for Notice of Intent for previously funded applicants not attending a workshop
March 31 Deadline for applications to be submitted to TCFC
April 2 Copies of applications with scoring sheets distributed to Selection Committee
Week of
Apr. 27 Committee meets for Selection Day(s). Finalists may be asked to present project.
May 8 TCFC Board approval of Committee recommendations
Week of
May 18 Announcement of FY10 TRIPP awards
Applications and questions should be directed to TRIPP Program, Tourism Council of
Frederick County, Inc., 19 E. Church St., Frederick, MD 21701 (301) 600-4041
tourism@fredco-md.net
Frederick County, MD Cooperative Tourism Advertising Fund Guidelines
The Tourism Council of Frederick County, Inc. (TCFC) is pleased to provide the Tourism Reinvestment in
Promotion & Product (TRIPP) Cooperative Tourism Advertising Fund through which disbursement will be made
for allowable marketing expenditures by selected Frederick County attractions and events for the purpose of
increasing visitation and visitor expenditures in Frederick County, MD.
80% of certain marketing expenditures will be matched for selected organizations up to a maximum $25,000 award.
I. Who is eligible? Non-profit organizations and events in Frederick County are eligible to apply for participation in
the TRIPP Cooperative Tourism Advertising Fund Program. Primary consideration will be given to those
organizations and events that demonstrate the ability to attract and measure visitors from outside of Frederick
County. No application shall be considered unless the applicant’s proposed match is at least $2,000. Individual
organizations or events may apply, but joint projects are encouraged. Partners do not need to be non-profit
organizations, but cannot include hotel, motel or other lodging businesses located outside of Frederick County. A
letter from any partner(s) confirming and quantifying their participation will be required.
II. Is the funding provided as a grant to the selected organization? No. The funds allocated for allowable
marketing expenditures by organizations and events selected for the TRIPP Cooperative Tourism Advertising Fund
Program will be used by TCFC to directly pay (within ten business days of receipt at TCFC offices accompanied by
signed approval form and 20% cash match from the selected organization) the invoices from their vendors (media
outlet, trade show, etc.) up to the amount approved for the selected entity. This process permits these funds to be
included among TCFC’s total qualifying expenditures for the purpose of determining Frederick County’s annual
marketing grant from the Maryland Tourism Development Board.
III. What expenditures will be covered? The purpose of the TRIPP Cooperative Tourism Advertising Fund
Program is to increase awareness of Frederick County’s attractions and events of interest to residents of other areas,
and persuading those potential visitors to participate in events, visit attractions and to buy food, lodging and other
products and services while in Frederick County. The allowable marketing expenditures are those defined from time
to time by the Maryland Tourism Development Board through its County Cooperative Grants program. These
currently include advertisement placement costs plus trade and consumer travel show booth registration fees.
IV. What is the process? Non-profit organizations and events will apply annually for participation in the TRIPP
Cooperative Tourism Advertising Fund program by a specified deadline. A TRIPP Selection Committee of TCFC
will accept only those complete applications submitted by the deadline. The applicant shall include a complete
marketing plan in sufficient detail to permit evaluation against the specified criteria. The applicant will include a
complete media plan and/or trade/consumer show schedule with relevant dates, ad sizes, and media information
using the media schedule form provided. Media schedule should be broken out by individual publication, broadcast
or other media outlet. Finalists in the selection process may be asked to present their proposal to the Selection
Committee.
Points will be awarded for the TRIPP FY10 Cooperative Tourism Advertising Fund selection criteria as follows:
Marketing Plan (40 pts.)
Relevance to TCFC Marketing Strategies (25 pts.)
Performance measurements (25 pts.)
After first year of TRIPP Program, past grantees who are applying for more funding will also be judged on
past project performance/success and cooperation with program guidelines.
Partnership (10 pts)
V. Logo requirement for ads All advertisements, except radio, placed with TRIPP Program funds must include
TCFC’s “Frederick County Maryland” logo. All advertisements, including radio, must include the phrase “For more
information about other great things to see and do in Frederick County: 1-800-999-3613 or
www.fredericktourism.org”. If the applicant does not include their own telephone number in the advertisement,
consider inclusion of the TCFC toll-free number for the event (800-999-3613) after consultation with TCFC staff.
Tear sheets, audio or video recordings, or similar proof of performance will be required before invoices are paid.
VI. Show requirement Organizations selected for participation in trade or consumer travel shows must agree to
distribute the TCFC Frederick County visitor guide at show.
VII. Leads All leads generated by advertisements or travel/trade show contacts will be provided electronically to
TCFC. This does not remove the applicant’s obligation to promptly respond to inquiries generated through TRIPP
activities.
VII. Application Policy. Please read this section BEFORE submitting your application. Requests for inclusion in
the TRIPP Cooperative Tourism Advertising Fund Program will be approved under the following conditions:
1) The request must be for promotion or advertising of an attraction, event, activity, festival or program occurring
in Frederick County that fosters tourism. The proposed attraction, event, activity, festival or program must
relate directly to the goals of the TCFC marketing and development plan and the funds expended during FY10
(July 1, 2009 to June 30, 2010).
2) Advertisements paid for by TRIPP Tourism Cooperative Advertising Funds must reach residents of areas
outside of Frederick County. Preferred promotional activities are expected to encourage visitors to spend the
night in Frederick County.
3) All awarded Tourism Cooperative Advertising Funds require a cash match from the applicant. TCFC will pay
80% of ad costs up to the award amount, applicant will pay the 20% cash match. Please specify in grant
application what source of matching funds your organization has available.
4) A Final Report must be submitted within ninety (90) days following the end of the fiscal year in which the
TRIPP award was received.
IX. Responsibilities Organizations selected for the TRIPP Program will enter into an agreement with TCFC
outlining the responsibilities of each party. These include:
Selected organization will place all advertisements or make trade/consumer show booth registrations. Selected
organization will serve as the contact on all advertising insertion orders or contracts and booth registration forms.
TCFC will pay those invoices forwarded with signed approval from selected organization that are included in the
approved marketing and media plans submitted by the selected organization, and covering services provided within
the approved TRIPP Program dates specified by the TCFC. Advertising invoices must include logo proof of
performance AND the phrase “For more information about other great things to see and do in Frederick County: 1-
800-999-3613 or www.fredericktourism.org”. If a tear sheet or similar proof of performance is not supplied by the
media outlet with invoice, selected organization will be responsible for providing TCFC with same. If total of
invoices received on behalf of a selected organization exceeds approved TRIPP amount, selected organization will
be responsible for additional payment to vendor.
Selected organizations will make payment of the 20% cash match to TCFC prior to invoices being paid. TCFC will
make payments to vendors up to total of approved TRIPP amount plus cash match received from selected
organization.
NOTICE OF INTENT TO APPLY
TO FY 2010 TRIPP PROGRAM & Workshop RSVP
Deadline to submit February 8, 2009
Mandatory attendance at 1 of 2 workshops for first-time applicants
(Attendance at workshop is encouraged for all applicants)
Choose one workshop date (R.S.V.P. by Feb. 4):
Thursday, February 5, 2009 - 10 a.m. – Noon. Location of workshop:
Residence Inn - Monocacy Room
5230 Westview Drive
Frederick, MD 21703
Monday, February 9, 2009 - 1 p.m. – 3 p.m. Location of workshop:
C. Burr Artz Library Community Room
110 E. Patrick St.
Frederick, MD 21701
I will not be attending the workshops (previously funded applicant)
Name(s) of attendee(s): _______________________________
_______________________________
Organization: ____________________________________
Contact telephone: _______________________________
Contact email: _______________________________
Please fax (301/600-4044) or mail to
Tourism Council of Frederick County, 19 E. Church St., Frederick, MD 21701
19 East Church Street/Frederick, Maryland 21701 301-600-2888/ 800-999-3613
Fax 301-600-4044
www.fredericktourism.org email:tourism@fredco-md.net
Frederick County, Maryland
Tourism Reinvestment in Promotion & Product (TRIPP) Program
Checklist and Cover Sheet
One completed cover sheet must accompany each TRIPP application. First-time applicants must have
attended a workshop in February. All applicants must have submitted Notice of Intent to Apply by
applicable deadline.
Applicant (organization): __________________________________________________
Application type: TRIPP Cooperative Tourism Advertising Fund
Have you included:
This Cover Sheet (original plus 5 copies)
Completed application (with partner confirmation letter(s) if applicable)
Submit original plus five (5) copies
Your Marketing Plan – Submit original plus five (5) copies
Description of Performance Measurement(s) (included in Marketing Plan)
Media and/or Trade/Consumer Show Schedule(s) – Complete media
schedule form included – six (6) copies and be prepared to submit electronically –
use form provided
Applicant organization’s Federal Employee ID number (on application)
Confirmation of non-profit status (such as IRS letter of determination)
Please collate and three-hole punch copies. Please do NOT put material into binders. TCFC
will put all applications in tabbed, three ring binders.
Failure to attach any of the above documents will result in
disqualification of your application from the review process.
Deadline for submission is 5:00 p.m. March 31, 2009
For office use only: Comments:
A. _______ D. _______
B. _______ E. _______
C. _______ F. _______
G. _______
Frederick County, Maryland
Tourism Reinvestment in Promotion & Product (TRIPP) Program
FY10 Cooperative Tourism Advertising Fund Application
NOTE: All applicants must submit the “Notice of Intent to Apply” form by February 8, 2009
Organization name:_____________________________________________________________
Contact name and title:__________________________________________________________
Address:______________________________________________________________________
City:________________________________________, MD Zip Code:____________________
Email address:__________________________________________________________________
Telephone: ( ) ______-________ Fax: ( ) ______-________
Website URL: ____________________________________________
Federal employer ID#:______________________________________
Please answer the following questions completely. Please print or type. Use additional sheets if needed.
If not specifically addressed in your enclosed Marketing Plan, how does your attraction or event help
meet the tourism goals of bringing more visitors to Frederick County, increasing their average length-of-
stay and increasing visitor spending?
______________________________________________________________________________
______________________________________________________________________________
____________________________________________________________
If you received a TRIPP award for the current fiscal year, what is the status of your award funded
activities including results to date?
______________________________________________________________________________
______________________________________________________________________________
____________________________________________________________
a) Total proposed TRIPP advertising cost (not greater than $31,250): $__________________
b) Requested Cooperative Tourism Advertising Funding (80%): $__________________
c) Cash match from applicant (20%): $__________________
Partner(s)? In what ways will you coordinate and collaborate with other organizations to achieve results?
(A letter from proposed partner(s) confirming and quantifying partner’s participation must accompany
application, as opposed to a general letter of support).
_____________________________________________________________________________________
_____________________________________________________________________________________
________________________________________________________________
Applicant Signature (Original Blue Ink) ____________________________ Date _______________
Frederick County, Maryland
Tourism Reinvestment in Promotion & Product (TRIPP) Program
Marketing Plan Format
Each applicant for the TRIPP Cooperative Tourism Advertising Fund Program must submit their
organization’s Marketing Plan or Marketing and Development Plan that demonstrates how the proposed
TRIPP activity will meet the goals of the plan.
The Marketing Plan must include the following information in the following order:
o A mission statement
o A marketing positioning summary outlining strengths, weaknesses, and market segmentation.
o Marketing program(s) with objectives that include performance measurements.
o Strategies for achieving objectives.
o Description of performance measurements.
Marketing programs should include the advertising and/or trade/consumer show proposals requested
through the TRIPP program.
Elements to include for advertising:
o Audience(s) segmented by demographics and geography.
o Media outlet selection (can be general with specific details on submitted media schedule.)
o Integration of communications tools such as direct mail, promotions, advertorial and/or public
relations efforts.
o The response or fulfillment of advertising generated inquiries. Include a sample.
Elements to include for trade and/or consumer travel shows:
o Travel market(s) segmented by demographics, special interests and geography.
o Trade or consumer travel show selection (can be general with specific details on submitted show
schedule.)
o Plan for follow-up of leads developed.
o Performance Measurements – the final section of the Marketing Plan, which will be weighted
separately during the selection process, must include performance measurements to evaluate the
effectiveness of the TRIPP program activity. Performance measurements are tools or indicators
of the organization’s actions in achieving stated objectives consistent with Marketing Plan goals.
For example, performance measurements are usually measured on an annual basis to coincide
with an annual Marketing Plan. Measurements may include, but not be limited to:
Number of advertising generated inquiries/leads.
Amount of literature distributed in response to advertising or at trade / consumer shows.
Number of tickets sold in response to advertising and how this link is established.
Number of contacts made at consumer/trade shows.
This section should identify the expected Return on Investment…the positive economic impact to
Frederick County resulting from the TRIPP program activity.