West Virginia Department of Commerce Matching Advertising Partnership Program - MAPP

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Matching Advertising Partnership Program - MAPP



Tourism Advertising Partnership Program (MAPP)

The Tourism Matching Advertising Partnership Program is a reimbursable partnership program that provides matching funds for innovative and effective direct advertising projects that increase visitation and travel expenditures in the State of West Virginia impacting the economic growth of the travel industry.

Deadlines

PLEASE NOTE: It is mandatory for ALL applicants at ALL award levels who are seeking MAPP funding to attend MAPP Committee and Tourism Commission meetings in order to represent their projects and answer questions.

Legislative Rule

MAPP Funding Levels

Important MAPP Notification 

The Tourism Commission voted to approve the following at their December 18, 2014 meeting:

    1. A clarification under the Internet Media category for the purchase of social media.  This clarification includes the following:

    Social Media marketing initiatives allowable for MAPP funding include, but are not limited to - Invoiced buys on: Facebook, Twitter, YouTube, Instagram, Pinterest.

Additional Social Media Information:

Definition:         

  • 1.1 WHAT IS SOCIAL MEDIA?
    Social media are tools for social interaction, using highly accessible and scalable publishing techniques. The various platforms use web-based technologies to turn communication into interactive dialogues.

  • 1.2 WHAT ARE SOCIAL MEDIA TOOLS?
    The following are categorized as social media tools:
    • Social networking sites (i.e. Facebook, LinkedIn)
    • Video and photo sharing websites (i.e. Instagram, Flickr, YouTube)
    • Micro-blogging (i.e. Twitter)
    • Weblogs, including corporate blogs, personal blogs or blogs hosted by traditional media publications
    • Forums and discussion boards such as Yahoo! Groups or Google Groups
    • Online encyclopedias such as Wikipedia
    • Any other web sites that allow individual users or companies to use simple publishing tools

Logo Standards:

It is preferable to have the WV Tourism logo or #GoToWV appear on the ad itself, but if that is not feasible, a waiver or alternative may be granted on a case by case basis. Such a waiver must be requested in writing and approved by Anna Plantz and a Tourism Commission Member according to the logo standards.  All MAPP advertising that requires creative approval must be accompanied by a Creative Approval Form and emailed to Anna Plantz at Anna.M.Plantz@wv.gov.

Tracking:

In order to evaluate social media purchases, the Division will add elements to the Tracking Survey, including: 
Number of ‘likes’, number of shares, reach, increased number of followers, increased impressions, number of engagements achieved.

Reimbursement Requirements for Social Media will include:

▫ Invoice for payment or itemized proof of purchase, with proof of payment
▫ Copy of vendor invoice, proof of vendor payment
▫ Screen shot of advertising page to show WV logo or #GoToWV
▫ Screen shot of applicant’s website home page with link to WV Tourism Page

Additional Requirement Examples:

ON FACEBOOK
Applicants are required to:
  • Follow the official WV Tourism page (https://www.facebook.com/gotowv)
  • Add WV Tourism page as a link within your page’s About section.

    On Twitter
  • Follow GoToWV on Twitter - (Go to https://twitter.com/GoToWV and click the Follow button
  • 2. A clarification of 6.2 of the Legislative Rule that states “Eighty percent (80%) of a project's direct advertising must be directed toward areas outside of the local market or in major out-of-state markets, except for direct advertising for a fair or festival grant authorized by subsection 7.3 of this rule.”
    The clarification states:
    • The Commission reserves the right to allow local market media in excess of 20% that cost effectively reaches a well-researched target market on a case by case basis.
    • Applicants requesting this allowance should present their case under Question #1 of the Evaluation Criteria section of the MAPP application – “Describe how the project demonstrates potential for a strong positive return on investment and is well researched.”
    3. The following question will be added to the MAPP Submission check boxes at the beginning of the Application form:
    • Are you receiving any other state or federal funding for this project?  Please list and include a brief explanation of how the dollars are being utilized:







    4.  All future modification requests for extensions of MAPP projects will be reviewed by the Division and a designee of the Tourism Commission (this will not affect the 30-day deadline for extensions).

    Should you need additional information, please contact Anna Plantz at the Division of Tourism at (304) 957-9325 or Anna.M.Plantz@wv.gov.

    ADDITIONAL PRIOR MAPP NOTIFICATIONS!

    Eligible Applicants

    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 MAPP funds, schools or camps.

    Definition of "Destination":

    "Destination" means one of the following:

    • A region or area located within the state containing three or more attractions;
    • An independent activity located within the state;
    • A cultural or historic site or event which includes, but is not limited to, fairs or festivals, heritage and historic sites and museums;
    • Entertainment establishments which include, but are not limited to, pari-mutuel gaming establishments, live performing art centers, sporting organization or arenas, vineyards or wineries;
    • Scenic or natural sites such as show caves or caverns; Theme or Amusement Parks; or Zoos, Aquariums or Wild Animal Parks;

    Additional Definitions:

    "Attraction" means an entity which is at least one of the following:

    • A cultural or historic site or event which includes, but is not limited to, fairs or festivals, heritage and historic sites and museums;
    • Entertainment establishments which include, but are not limited to, pari-mutuel gaming establishments, live performing art centers, sporting organizations or arenas, vineyards or wineries;
    • Scenic or natural areas such as show caves or caverns; Theme or Amusement Parks; Zoos, Aquariums or Wild Animal Parks;
    • Recreational Activities, including but not limited to whitewater rafting, skiing and snow activities, mountain biking, hunting and fishing.

    "Independent Activity" means an entity or organization which attracts a minimum of eighty-five percent (85%) of its visitors from outside the local market and is at least once of the following:

    • An entity or organization which provides recreational activities including but not limited to, whitewater rafting, skiing and snow activities, mountain biking, hunting and fishing, bus tours, dinner cruises and sightseeing tours;
    • A Resort;
    • A Destination Inn or Bed and Breakfast;
    • An entity or organization offering vacation rentals; or
    • Destination shopping
    • Destination camping 

    "Resort" means a full-service lodging facility that is frequented for relaxation or recreational purposes and offers at least two amenities.

    "Amenity" includes spa services, golf courses, full-service restaurants, skiing or snow activities, tennis, horseback riding, hiking trails, boating or fishing.

    "Destination Inn or Bed and Breakfast" means a lodging facility located within the state whose recognized reputation for service and amenities are the primary motivation factor for visitors to travel to the area where it is located.

    "Vacation Rental" means a lodging facility including chalets, cabins or condominiums. The term "vacation rental" may not include hotels or motels. 

    “Destination Camping”
    means a full-service camping facility that is located within the state whose recognized reputation for service and activities are the primary motivating factor for visitors to travel to the area where it is located.  Destination Campgrounds must have cabin/lodge room facilities in addition to a minimum of 65 campsites, including RV sites with full hook-ups.  Camp sites must be numbered and the destination must include water, shower house, restrooms and firewood.  Visitor registration is required along with a campground host and night security.    Destination Campgrounds must have an on-site restaurant or grocery/gift shop facilities and offer at least three recreational camping activities.

    “Recreational Camping Activities” includes hunting, fishing, boat rentals, boat launch ramp, swimming, horseback riding, ATV and/or hiking/biking trails, golf, miniature golf, and museums.

    SEE PROGRAM OVERVIEW FOR AWARD LEVELS

     

     


    Application Process:

    Contact Anna Plantz 304.957.9325, anna.m.plantz@wv.gov

    Assistant - Contact Debbie Snead 304-957-9239 -
    e-mail: debra.j.snead@wv.gov

    FAX APPLICATIONS AND MODIFICATIONS TO: 304.558.4893 (See Introduction)


    Reimbursement and Audit Process:

    Loarie Butcher 304.957.9314, loarie.h.butcher@wv.gov

    Eric Ayersman 304. 957.9386, eric.j.ayersman@wv.gov

    Connie Rosenbaum 304.957.9322, connie.l.rosenbaum@wv.gov

    Denise Allen 304.957.9354, denise.a.allen@wv.gov  

    FAX: 304.746.0010


    Logo Standards:

    Creative Approval Requests: Contact Anna Plantz 304.957.9325, anna.m.plantz@wv.gov

    Special use of The Brand Identity Logo that fall outside of the parameters of the logo standards guide, contact Anna Plantz 304.957.9325.

    Computerized version of the Brand Identity logo, contact Rita Kee 304.957.9327.