Tourism Partnership Fund (TPF) Grants Program

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Tourism Partnership Fund (TPF) Grants Program
Request for Applications for Cooperative Marketing
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BEST Project Goal
BEST PROJECT GOAL

• To increase economic growth and job creation in
  Jordans tourism sector

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BEST PROJECT OBJECTIVES

• Create 25,000 direct jobs, two-thirds of which
  outside Amman
• Increase of female employment by 15
• Increase international tourist arrivals by 20
• Increase of tourism receipts by 15
• Reduce seasonal fluctuations by 30
• Increase domestic tourism by 30
• Increase visitations to secondary sites to at
  least 50,000/yr each
• Leveraging 90 million in private sector
  investment in tourism development and/or promotion

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• BEST GRANTS PROGRAMS

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ANNUAL PROGRAM STATEMENT

• Business Enabling Environment to Support
  Competitiveness
• Tourism Asset Development
• Destination Marketing
• Improved Access to Finance
• Promoting Gender Equity in Tourism
• Creating Public-Private Partnerships (PPPs)
• Phase 1 concludes Dec 14, 2015

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INNOVATION GRANTS PROGRAM

• Stimulate a culture of innovation in tourism
  around effective use of market intelligence,
  business collaboration and investment in new
  products and services that bring new ideas and
  experiences to the marketplace

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COOPERATIVE MARKETING RFA

• Purpose
• Inbound tour operators to apply to receive up to
  ten grants co-fund, up to 35 or JD 25,000
  (whichever is lower), of activity that satisfies
  all of the following objectives
• Covers period February December 2016 (can be
  more)

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COOPERATIVE MARKETING RFA

• Objectives
• Increase awareness and consideration
• Boost demand
• Provide compelling reasons to visit
• Offer a clear Call for Action process and
  platform
• Strengthen relationships and expanding network of
  tour operators and travel agents

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APPLYING AND CONSIDERATION

• Inbound tour operators can apply individually, or
• As part of a consortia. Such consortia may
  include
• Two or more local inbound tour operators
• Local inbound tour operator(s) and hotel(s)
• Inbound tour operator(s), hotel(s) and airline(s)
• JTB, ASEZA, PDTRA
• Inbound tour operators and outbound tour
  operators in source markets, or others.
• The bigger the coalition, the better

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INNOVATION IN APPROACH

• Innovation in can earn applicant up to 10 points
• Utilize digital and social media to increase
  reach and conversion
• New ways to engage and capitalize on networks of
  influencers
• Effectively use high-traffic public areas to
  conduct promotional activities that can produce
  viral content
• Create unique local content that has high
  propensity to go viral in multiple source markets

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ELIGIBILITY CONDITIONS

• Active membership with JTB
• Proof of partnership-readiness clearly defines
  scope and financial contribution or commitment of
  each
• Proven past experience
• Achieved more than 7000 RN in 2014
• Demonstrate an ethical approach to business
• Submit a comprehensive proposal includes all
  required information, and in correct order

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APPLICATION REVIEW PROCESS AND AWARD

• Scoring on merits, soundness and completeness of
  the application
• Top ten will be contacted
• Reimbursement based on milestones

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• PROPOSAL

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PART I PLANNED ACTIVITY

• Type of activity
• Overview, indicating innovation
• Target source market(s)
• Planned start and duration
• No. of overnight visitors expected
• Reach and segmentation
• Anticipated increase in bed nights in first year
• Anticipated increase in long term staff

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Partnerships

• Brief summary about local and/or international
  partner(s)
• Previous cooperative marketing or sales
  partnerships and their results
• Types of services provided
• Years in business
• Destination/source market they have marketed
  to/from
• Number of travelers per year targeted through
  campaigns
• Experience in specific niches, segments,
• Number bed nights hosted in Jordan over the past
  5 years.

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FINANCIAL INVESTMENT

• Amount and type of investment by each partner
  (cash, in-kind)
• In-kind contributions pertain to investments made
  by partners or other consortium members
• Breakdown of investment made by each partner

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MEASURING RESULTS

• Suggested method to measure document and report
  increase in bed nights during the first two years
  
• Suggested method to measure document and report
  job creation at applicant business, partner
  hotels or service providers
• Signed document of applicants commitment to
  providing information on quarterly basis

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PART II APPLICANT PROFILE

• Date of establishment
• Location(s) of offices
• Registration papers to be attached
• Number of full time staff
• Unique selling proposition
• Source markets targeted
• Niches and market segments targeted within source
  markets

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PAST EXPERIENCE

• No. of overall bed nights produced in last five
  years, where applicable
• Details of previous cooperative marketing
  programs/sales missions (year, source market,
  partner(s), investment made by you and
  partner(s), results achieved)

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TIMEFRAME

• RFA Released...December 1,
  2015
• RFA seminar...................................
  ..............................December 7, 2015
• Deadline for written questions submitted.
  December 9, 2015
• Answers to submitted questions...Decem
  ber 14, 2015
• Applications due......December
  30, 2015
• Decision..4th week, Jan,
  2016
• Contingent to USAID approval

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CRITERIA
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GRANTS GUIDELINES

• Eligible costs
• Training, meetings and seminars, publications,
  targeted offline and online campaigns, equipment
  rental, other direct costs (case by case).

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Grants Guidelines

• Ineligible costs
• Profit of any kind, bad debts, fines, personal
  ceremonies, FB, parties, and celebrations, not
  compliant USAID procedures, goods originating
  from Burma, Cuba, Iran, North Korea, North Sudan
  and Syria and from suppliers ineligible by USAID
• Illegal expenses, purchases, activities
  (Jordanian or U.S. law) 

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EXAMPLES GATE 1 USA
Activity Details Grantee Cost share Required Support
Advertising 10,000 copies to 1,000 agents and over 7,000 FITs 40,000 3330
Consumer Online Advertising/Marketing Facebook Twitter Consumer e-newsletter (Jordan Itinerary inclusion) 40,000 3330
Direct mail 7,000 copies 40,000 3330
Email Blasts 9000 registered retail agents and direct clients 40,000 3330
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EXAMPLES AMPARO USA
Activity Details Grantee Cost share Required Support
Groupon Getaways placement featuring Jordan sent to about 30 million opt-ins 13,000 5000
Gate 1 Travel eNewsletter sent to about 30 million opt-ins 13,000 5000
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EXAMPLES GOWAY CANADA
Activity Details Grantee Cost share Required Support
Go Globetrotting Campaign (website, FB, twitter, Google) Reach of 300,000 16,500 16,500
TravelZoo Canadian Campaign 1.5 million subscribers (trade and consumer) 16,500 16,500
Ultimate FAM promotion 2,000,000 16,500 16,500
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EXAMPLES Australia and Brazil
Activity Details Grantee USAID
Road show in Australia and Brazil 650 TA and media 6 cities Travel, FB, lodging, shipping Room rental, IT equipment
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EXAMPLES RESULTS

• Coops 400 pax booked
• Road show 650 trade and media

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