Interesting that while "shop local" is being thrown around in the advertising federation letter that one of the officers of the advertising federation recently purchased a new 2011 vehicle from an out of town dealer. We're not talking surrounding counties, we're talking anywhere from from 85 to 120 miles out of town. What happened to "shop local"? Any creditibility of that arguement no longer holds water.
EA,I couldn't agree more. Things don't have to be expensive to be effective.
I don't know if Jet Marketing WAS in Tennessee. I only know they have the CVB contract and they are located in Cuero. That is the point.
Thanks for mentioning Cuero. Their most recent awareness campaign was done for $15,000.
And just an FYI--Jet Marketing has been in Cuero less than a year. Prior to that, unless I am mistaken, it was located in Tennessee.
I find it fascinating that so many people think VICTORIA should advertise its historical significance and its proximity to so many surrounding communities, i.e. advertising you are close to other places (Goliad, Cuero, Indianola, Fannin, etc.) yet are upset that a Cuero firm was used because it isn't "local." So you want Victoria to advertise it is the hub of the communities that surround it but it is wrong to use a marketing company in one of those surrounding communities? That's a bit hypocritical.
Several surrounding small communities have marketing campaigns already in place and do pretty well attracting visitors on their own merits. Cuero, for example, has an incredibly active economic development corporation, a Main Street America designation, a festival that obtains national recognition, and a robust marketing campaign. I don't know that they, or many other communities, would be interested in joining forces with the Victoria CVB as was suggested, as they have their own hotel beds to fill.
Woofwoof does understand how taxes work. He pays and the government spends. Takes the food directly out of the mouth of his family. Woofwoof also realizes that govco doesn't want his suggestions and doesn't want his opinions just his tax dollars and wants him to shut up. Is that pretty close?That's what Woofwoof thinks.
@woofwoof, first I am not sure you understand how taxes work, specifically as BenPrice pointed out. They have to be used for specific purposes. Unfortunately, they means it just cant be given out to people, secondly they can't be used as general funds. Secondly, where did you get your marketing degree? To spend 750,000 on the Comanche raid would probably bring even more argument then the boots.
@EdithAnn, if you are commenting on the campaign you should at least go evaluate the campaign first. To say that the CVB is not capitalizing on the things that Victoria has to offer is a mistake. As a resident of Victoria I read the Texas Monthly ad every month to see what's coming up in Victoria. ie, what Victoria has to offer. Also, to ask the surrounding communities to partner with Bise would be assuming a lot of gifts from the surrounding towns, which are also trying to maximize their hotel stays also. If they are good with that maybe Bise should check into it.
Now, the boots, regardless of the creativeness of the "boots", the question is "Is it working?" Apparently it is. When Victorians go out of town and are referred to as "from the place where you take your boot?"
Now, onto the budget. Is the 750,000 dollar budget pubic info? If so, I would rather see where the money is going than a lousy estimate. There is no way only ten thousand dollars is being spent locally. Between billboards for 6 months or a year, or photography and video and knick knacks(promo items) There is no way that little has been spent in the local market. Photo credit on the Texas Monthly ads is to Kevin Jordan Photography, who is a local photographer. Also, does anyone know if salaries come out of that budget? or operating costs?
Thanks again though @BenPrice for posting the stance of the Adfed, and the letter that was read. But can you post how you got your estimate of 10k?
Go the local history route and concentrate on the Great Comanche Raid in 1840. It was caused by the Council House Fight in San Antone which was precipitated by the Comanches degradation of some captives, including young Matilda Lockhart of the Halletesville area whose body was completely covered with bruises and burn scars not to mention the Comanches burned her nose off. After camping at the Spring Creek confluence with the Guadalupe and raiding downtown Victoria for a couple of days they rode off to destroy Linnville (Port Lavca) and chased the residents there out into the Bay.I'm leaving out some fascinating tidbits but you get the point.
Victoria in my opinion did not play a huge roll in the Texas Revolution that is to say not as much as a Gonzales or Goliad or Fannin. So concentrate on the Great Comanche Raid especially because the Comanche warrior may have been the best warrior in mankind, ever.
1.5 million equals $25.00 per capita. I'd rather have the money instead of a few tourists but i'm funny about that kind of stuff.
To those of you who have suggested that Bise capitalize of what we do truly have here, you are absolutely correct.
If she had wanted to maximize her tourism dollars (as if THREE QUARTERS OF A MILLION DOLLARS, now times TWO is not a bunch), she could have marketed Victoria as the hub for all the surrounding counties. She could have sold the area town a share of the market, thus maximizing their tourism dollars. She would have been the big dog here, not to mention being very innovative. She still could have called all the shots.
It would have certainly put heads in beds to market Victoria as the place to headquarter for your vacation in the area. Spend a day in Goliad and Cuero exploring the antique stores, galleries and historical features. Spend another day visiting the restored courthouses in Cuero, Gonzales, Hallettsville and Victoria. Another day could be spent at the beach in Calhoun or Aransas Counties. Enjoy wine tastings at two wineries less than thirty miles from here in Refugio County. Fish and play in the water at Lake Texana in Jackson County or Coleto in Goliad County. Visit the old and beautiful cemeteries in Victoria and all the surrounding counties. Take the brewery tour and enjoy some Shiner beer in Shiner. But every evening you return to Victoria where you put your head in a bed. Seasonal packages could be developed. The possibilities are enormous.
Victoria is not Houston or Austin or San Antonio or Corpus. We have to maximize what we have, and fortunately, that includes what surrounds us.
I think Bise has missed the boat on this.
**There appears to be a limit to how much text can be included in any one post. Therefore, this comment has been divided into multiple parts. This is part 3.**
The action taken by the AAF-Victoria Board was not entered into lightly or done without the reasonable knowledge of its members and constituents. Discussion surrounding activism by the club first began this summer when multiple concerns were brought to the attention of the board. The board then engaged in fact finding polling of members and non-member service providers in Victoria to determine if an actionable issue existed. As the concern grew, public discussion to determine whether or not our members and constituents desired action occurred at our September luncheon in front of all members and guests present. The directive from that meeting was to proceed. Additionally in September, an honest effort was made to let the CVB know that the local advertising service community was concerned and beginning to seek action. This was done via individual contact with a council member to seek a politically face saving solution. In October, a letter for presentation to Council was drafted, but withheld pending a response from the CVB. We were later informed that the CVB had been made aware of our concerns. Unfortunately, no response that we are aware of was received. At the November board meeting, the letter in support of using local businesses was read aloud and a unanimous decision was made to present it to the City Council. As one final reality check to make sure this action was the desire of our members, the letter was read aloud at the November luncheon to all members and guests present. A request was made to those in attendance seeking anyone that did not support this action or thought additional administrative effort was needed. An affirmative response of everyone in attendance was given to proceed. Finally, direct contact via phone with non-member businesses in Victoria was also made with an affirmative outcome.
Believing that a reasonable effort had been made to ensure that all, or at least an overwhelming majority, of club members and non-member service providers in Victoria were in support of the action and that further, private efforts to encourage a greater “shop local” commitment by the CVB and Chamber would fall on deaf ears, members of the board, members of the club, and non-member constituents came before the City Council to present a letter that publicly requested active support for these local businesses.
We sincerely hope that other members of the business community will come forward and voice their support for the “shop local” concept and the advertising / marketing service professionals that provide quality work in this town.
**There appears to be a limit to how much text can be included in any one post. Therefore, this comment has been divided into multiple parts. This is part 2.**
The general consumer typically sees only the final result of an ad campaign effort - that is, what they read in the paper, hear on the radio, view on a billboard, pick up from a rack display, watch on TV, etc. However, there is significant professional work performed behind the scenes to bring that finished message out to a target market. The products or services that constitute the execution of the campaign such as print items (i.e. rack cards and brochures), promotional items (pens, note pads, and other logo'd stuff), website design, photography, video work, graphic design and layout, strategic planning, public relations, media buying & placement, etc. are all frequently handled by different vendor companies that have invested in people, processes, and technology to address that specific need.
There are many private businesses operating in Victoria that offer the vendor services required and listed above for an advertising campaign. The concern of the AAF-Victoria members and constituents revolve around the “shop local” concept and the expectation that as much of the allocated budget for these advertising services be spent with local business that can provide them. An organization whose purpose is to support and promote Victoria businesses would reasonably be expected to make every effort to keep as much work done locally as possible - especially if they are the one spending the money. Local businesses in this respect are those that operate within Victoria County and thus contribute to the city, county, and education tax base. According to the Chamber's website: “The Victoria Chamber of Commerce is for ALL the people of Victoria and for ALL businesses that love this community and choose to make it their home.” Any businesses that operate outside of Victoria County do not exhibit this ‘home‘ commitment. Their decision to seek business opportunities in Victoria is respected, but the financial welfare of Victoria businesses should be the first concern of the Victoria Chamber of Commerce.
As Secretary for the organization, I would like to address a few comments and concerns that have been brought up on this subject.
First and foremost, the AAF-Victoria is in ABSOLUTE support of the Victoria Chamber of Commerce and the Victoria Convention and Visitor's Bureau for their effort to bring people to Victoria. We similarly applaud the City Council for allocating the Hotel Occupancy Tax (HOT) funding and committing to an advertising campaign that brings outside dollars to Victoria. Our concerns are not related in any way to the “Bring Your Boots” campaign effort. We neither endorse nor wish to detract from the work performed by another creative service provider.
It is true that HOT money can only be spent for very specific purposes. Under state law, the revenue from the HOT may be used only to directly promote tourism and the convention and hotel industry. (See Chapter 352 of the Texas Tax Code for more information.) In layman's terms, HOT money MUST ONLY be spent on efforts that directly result in people spending the night in a hotel or other similar establishment. This is the where the phrase “heads in beds” comes from. The AAF-Victoria understands this clear requirement and our concerns are not related in any way to the generation or publication of advertising that does not meet this clearly defined requirement.
Thanks to Ben Price for posting the document!
@thinksalot: If I were in charge, I'd have focused on Victoria as a visitor's home base for history and day excursions. "Victoria IS Texas.@ned: Wow. Sounds like we are The Crossroads...Exactly, people from Houston, San Antonio, Austin, and Corpus, come to Victoria to get away from the "Big City". Most "Winter Texans" drive thru Victoria on their way to "the Valley". Victoria and surrounding cities have some of the most beautiful churches , court houses, "old buildings", old cemeteries etc. etc in Texas. Promoting what Victoria has to offer rather than what Victoria in itself has would really make more sense.
dubj said: "Now let US as a community, polish this rock."
Are you sure it's a rock? It's steaming. Either way, I agree it needs to be polished, but we need to do some chiseling first.
For those interested, here is a copy of the letter that was presented to the City Council last night.
------------------------------------October 9, 2010
Victoria City Council,
The American Advertising Federation – Victoria (AAF – Victoria), on behalf of its members and constituents, would like to express public displeasure with the City of Victoria, the Victoria Chamber of Commerce, and the Victoria Convention and Visitors Bureau (CVB) for failing to make every effort to spend its $750,000 advertising and marketing budget with service providers that operate within the city, or county, of Victoria.
Many qualified advertising and marketing professionals and related service providers reside and do business in Victoria and, through their residential commitment to the community, contribute directly to the growth and prosperity of the local economy. This organization’s concern is with the failure of city leaders to recognize the economic impact that is being lost by not supporting these local businesses. The concept of “shop local” is now more important than ever. We strongly urge the Council to make every effort to keep the tax revenue, brought into this city by out of town travelers, working within the local economy.
The AAF – Victoria acknowledges that the City of Victoria and the Victoria City Council is not directly responsible for the actions of the Chamber or the CVB. However, as the funding for this effort is funneled through the city, greater oversight is requested regarding the use of these monies to support Victoria businesses. We ask that the City Council consider the positive economic impact that spending $750,000 locally will bring and take the appropriate action necessary to support Victoria businesses.
American Advertising Federation – Victoria
If anyone has any knowledge of how any CVB's money is to be spent you will know that by law you can not advertise locally, with that being said all the rack cards I have seen have been tasteful and do promote our local attractions. If we were in Austin and the best advertising agency wad in Round Rock that would still be considered Austin which be local why the fuss about an agency out of Cuero? I agree with new Victoria make yourself known to the CVB and if possible band together to present a package. Though at this point in the campaign seems like in the branding process you would not change agencies as not to disrupt the BRAND.
Looks like some info has been skewed to fit the purpose of one side or the other.
If a CVB's budget is to be spent to attract out of town "heads in beds" (I agree, that is funny) it only makes sense that the vast majority of the $ must be spent with out-of-town media outlets (billboard, television, visitor centers, etc.) I agree that we should spend local when we can, but even if all of the $ used to create this advertising were spent in Victoria it would only be a small part of the $750,000. And that is spread out over a year. Stop acting like a ton of $ would get dumped in Victoria and all at once.
Bridget really stuck a huge foot in her mouth but probably didn't mean for it to sound quite like it did. If local companies are really not up to par, why don't they sit down with the CVB and chamber to find out what they need to improve on? Or ban together so you can cover all the bases that CVB wants? If CVB didn't host a review of local services - then shame on you.
It seems like that at this point, if local ad companies want CVB to even talk to you, I think you have a lot of PR repair work to do. And CVB has a lot of PR work to do to get the ad community's support. Start by not humiliating them, it just makes you look arrogant and silly. You guys are all suppose to be communications experts, so put your creative heads together and fix this, communicate - in person, not in these comments and not by sabotage in public.
the entire management staff at Victoria Chamber of Commerce needs to be fired and replaced
The bottom line, were talking. Were learning and discovering what works and what doesn't. We should thank those responsible for making the initial effort and doing their jobs. Now let US as a community, polish this rock.
Our message, "Bring your boots" is basically just saying "Texas residents, bring yourself." Boots are strongly symbolic of the South. It is great that they have a broad and open message, because now...look at how many people have been moved (regardless of bias).
This my friends, is effective advertising. Victoria will grow, and our next campaign will be even better.
Hmmmm. lets see. A few points here. Yeah there is a boot manufacturer here, they have a history here. So in that sense the bring your boots campaign has a wee bit of merit. Lacks is also based here, as are countless other businesses. How many people in town realize that Texas's oldest pipe organ building firm is located here in town? Why not advertise one of these industries? If the job was to get "heads in beds" --- hard to say without laughing... why not have an ad campaign based on how great our hotels and B & B's are?As a non native Victorian born and raised in Houston, I can tell you that I learned a lot about the interesting things in this town only after being here for years.... and none of those interesting things had anything to do with boots.... unless you happened to be attending a city council meeting, there would be no reason at all to wear them. If attending, you can figure out what they would be needed for.
Wow. Sounds like we are The Crossroads...
Sally, what I meant to convey is that Victoria makes a great home base. The Hill Country, coastal plains, historic venues and great urban cities are all within easy driving distance FROM Victoria. If visitors to our city get bored, they can easily spend one of their vacation days at a nearby destination... then "Come home to Victoria." HEY!!! I'm filled with marketing slogans today! I hereby offer my services... if only Ms. Bise would ask.
Day excursions are great, but that won't bring people from out of town to stay in motels and hotels which happens to be where the hotel/motel tax comes from that funds the CVB. The whole campaign around the boots as I understand it is about history, hence Joseph Lucchese. How lucky we are to have that tie!
This sort of sour grapes, second guessing rolls around every so often. Why does the city buy equipment elsewhere, why does the city hire out of town insurance agents, why does the city contract with out of town street builders, office supply vendors, tiddly winks purveyors... the list goes on.
At some point, we have to trust those we've elected and their appointees to do the jobs we've hired them to do. If we don't like their decisions, we have every right to petition city council, as the Ad Federation has done. I applaud them, but I have to trust that the city leadership has our best interests at heart. If it turns out I'm wrong, we'll deal with them at the ballot box.
Having said that, and for what it's worth.. in my humble opinion the "Boots" campaign is unimaginative and irrelevant. If I were in charge, I'd have focused on Victoria as a visitor's home base for history and day excursions. "Victoria IS Texas." But that's just me, and it's easy to second guess. Besides, I'm local and therefore obviously ill-qualified.
I believe if you asked for the truth you would get it. Not catching the ED off guard. In particular one agency was asked to do work, but required babysitting. That is not what an advertising agency is hired to do. Does the campaign "boots" really matter? Come on at least she is doing her job and promoting Victoria! That hasn't happened in years! Where were you all with your great suggestions a few years ago. So easy to complain and not help with solutions.I don't consider Cuero out of town. Aren't they in our area and don't they spend their money here? Is Jet Marketing a member of the Chamber, are they members of American Advertising Federation of Victoria? I think it is great the this AAF of Victoria is looking out for their members, but having spoken to some of the members this is not the case. ALL of the members were NOT contacted about this letter nor are all the members in agreement. This sounds like a Board decision not a membership decision!
"The quality of the work just isn't up to par for what we need to be able to produce to be able to advertise to visitors," she said. "What I do always is put on my visitor hat, and I do whatever is the best thing to do for Victoria to bring the visitors here."
Wow... so nobody in Victoria was able to COPY another campaign?? Apparently, I can "bring my boots" to Alberta, Canada as well...
+ 1 for American Advertising Federation of Victoria!!!!
The fact of the matter is: Victoria is trying. Let's not get personal, and point fingers. Look at the big picture. Although the boots campaign may seem to be very unusual, isn't that what makes for effective advertising? Think off all the people now looking into Victoria because they want to make sense of the campaign. Sure, boots are not specific to Victoria, Texas only...but the Lucchese Boot Company who makes our boots has major histroy here, so there IS merit. And now look at how many people are talking. So what if they don't agree with the campaign. Even better. Because now the next campaign will show that much more improvement because people are finally getting a care in the world about where they live.
The AAF is a separate organization and should act as representation for all of the advertising companies in the area, simply because they don't. While AAF is comprised of local advertising agency employees, they development of competition (which creates better work) remains in the hands of the companies and not the members of a club. However, the AAF is doing its part to bring this to the attention of others. But they cannot be held responsible for providing higher standards.
It is up to those who run the local advertising companies to step up or get out. Victoria is getting stronger, and so should its members.
Some marketing research could have prevented this whole colossal mistake. I've yet to speak to ANYONE who thinks the boots campaign has any merit. I guess this is what happens when you bring in an out-of-towner to capture the essence of Victoria. Bise is as out of touch with Victoria as the campaign she spawned.
There seem to be several issues here. I love our community and it's good people. Not sure "boots" really says how wonderful the folks here are. I remember Reno had a slogan "The biggest little city in the world". How about "Victoria Texas, the warmth is from the hearts of the best neighbors in the world"? Just sayin'.
Websites that play loud and obtrusive music on the home page is progressive web design that absolutely doesn't reek of the early 90s. I sure hope no local design company is capable of stellar work like that. www.visitvictoriatexas.com your 'local' tax dollars at work!!
"The quality of the work just isn't up to par for what we need to be able to produce to be able to advertise to visitors," Bise said the bureau's marketing effort has earned four first place awards and a second place award. However, she never stated, the awards were for bringing customers to Victoria, only that the awards were for the quality of work it does.We all seem to forget the one simple rule " Do as I say and not as I do".Regarding the Incompetence of our local business, should anything else be said? And we're expected to shop here? LOL
Like nickel76, I am not sold on the boots campaign being what is needed to promote Victoria. Ms Bise should mind her p's & q's when speaking about hometown businesses. If dollar figures are correct in your article (only $10,000, out of $750,000 spent locally ) city council members should consider this strike one, and carefully consider the future of this program.
Let's see... first the Chamber, who's sole purpose is to promote Victoria businesses, takes their annual magazine away from a Victoria business and moves it to an out of town company... even though there are many, many companies in Victoria that are capable of handling the project.
THEN, the ED of the CVB trashes all the Victoria advertising agencies even through NONE of them were asked for a proposal or given a chance to bid on any aspect of this campaign.
Hmmm... Makes me question the decision making abilities of both of these organizations.
I personally think the whole "Bring Your Boots" campaign is a very weak marketing campaign that does not capture anything to do with the real Victoria.
Over the last 2 years since moving here from Houston I have won 13 Addy Awards. I have been a graphic designer, art director and owned multiple businesses over the 15+ years I have been in the creative field. I know most of the marketing and advertising business owners and have never once heard of any of them bidding on a project related to any of this.
How is Bridget Bise going to promote people to come here and spend their dollars when she does not even spend them here? She clearly stated that she does not think that there are competent people in Victoria to run her mediocre campaign, so why should anyone else think that there is enough talent here to create an environment they should visit and spend time or money on? It is hard to promote something and sell it when you dont even believe in it either.
Side Note: The new Victoria logo with the coastline and the "X" that over $80k was spent on could have been done by a first year design intern from VC.
Sad to think that the local media isn't a part of the AAF here...
Has anyone connected with any of this contacted the local media and asked them what they think? Would be good to know how the billboard, newspaper, radio and tv companies think about all this.
I think all that the local Advertising Federation is asking for, is an opportunity to "bid" or be able to give a "presentation" on a concept to the Chamber & CVB. If they don't like it and select an out of town Marketing company, then everything would be cool!!!
...and for Bise to say the quality of work isn't up to par locally, is way to general of a statement. Has she seen ALL work created by Victoria Agencies? I believe NOT.
Maybe she should ask her out of town Marketing company why there are so many words on her billboards. Gosh, when I am driving on 59 from Houston to Victoria at 74 mph, I can't even read the billboards... Marketing 101 guys!!!
I guess companies that make commercials for Fortune 500 companies, and companies that make training videos for large companies are just way too underqualified. I see that the marketing bureau has won awards. Well I think a few of the advertising comapnies have won awards, year after year after year. I believe they are called Addy awards, and I know that there are a lot of them here in town. Maybe Bise should do some research of area companies before she tries to belittle them, and make a complete fool of herself in the process.
LMAO....Bridget Bise just stated that Victoria doesn't have any competant companies for her to utilize....that really speaks volumes!