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zvc.c©m The "Shop Louisville" Campaign January 9, 2008 "SHOP LOUISVILLE" 2008 BUDGET PROPOSAL: $30K REVISION Executive Summary This document outlines the final revisions to the "Shop Louisville" program for 2008. As directed by BRaD, we have scaled the program back to $30,000 from $48,5000, emphasizing the promotional and educational aspects of'the campaign. The current proposed program has 8 campaign elements: • "Shop Louisville" Signage • "Shop Louisville" Intercept Media • Promotion of "Shop Louisville" using City communications • Promotion of "Shop Louisville" using "Shop Louisville" emails • Promotion of "Shop Louisville" through the Chamber of Commerce and DBA • Promotion of "Shop Louisville" through City Council and City Staff • "Merchant of the Month" Program • "Shop Louisville" Drawings In comparison to the previous proposal, we have eliminated ongoing merchant sign-ups covering Louisville service businesses, scaled back merchant management and relations, eliminated all but the highest impact website development and content maintenance, and reduced the frequency of "Shop Louisville" drawings. We have also broken out printing expenses separate from creative services, in the expectation that these costs will be billed directly to the City. Finally, we have reduced our margins (again) to align the City's allowable budget for the program with what we believe is a bare minimum to make the program successful in 2008. This is an investment ZVC is willing to make as a corporate citizen of Louisville. The program as proposed will be jointly governed on a quarterly basis by ZVC and BRaD, with creative execution, design, project management and web development/maintenance supported by ZVC. The proposal anticipates quarterly planning assistance from BRaD, along with liaison support in coordinating "Shop Louisville" promotional activity with City, Chamber and DBA events, mailings, etc. The total budget of $30,000 to support the initiatives described in detail on the following pages breaks down as follows: • 2008 Strategy, Design, Creative and Programming $16,710 2008 Printing See Printing Budget • 2008 Project Management $9,540 • 2008 Merchant Signup, Promotion and Management $3,750 As part of the above budget, ZVC proposes two options for interim funding of the program while waiting for City funding. We request a 30 day budget of $3,000 to commence planning with BRaD regarding the remainder of Q 1 and 2008, and to begin strategy/design execution for Q 1 "Shop Louisville" initiatives. Absent that funding, we request a $1000 bridge budget to cover execution of the planned February "Valentines$500" drawing.