Social Media Advertising 2024/25 Application

RTO7’s offer of the Partnership Program for 2024/25 is contingent upon the Ministry of Tourism, Culture & Sports' approval of RTO7’s 2024/25 Business Plan.

If you are unfamiliar with the Partnership Program and applications, I highly recommend calling (Alex 705-441-2931 ahogan@rto7.ca) to first talk through your proposed project and/or completing the application, as the process is greatly simplified with some direct explanation prior to completion of the application.

RTO7 reserves the right to limit the number of programs/funds that one stakeholder may receive per year.

Please read the Partnership Program Guidelines  for important background information before completing this application.  The Guidelines refer to a Resource Guide which we have put together that contains lots of useful information that relates to Partnership Program projects (e.g. target markets, performance metrics, the importance of data, etc.) - we encourage you to check this out. 

The documents linked to within this application should open in a new window in your browser when clicked on.
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  • You will need to complete and submit the form all in one sitting
  • Be sure to save a copy of your submitted application (if you are not logged  in as recommended, once submitted, neither you nor we will have access to your application to make edits so if we ask you to make any revisions to your application you will have to start the application process from scratch)
If you choose not to log into a Google account, contact us to discuss how best to submit your application.

● This category of partnership (at a lower buy-in than digital advertising) ensures that collateral (videos/photos) developed to date is being used effectively by stakeholders in paid social media promotions on Meta (Facebook and/or Instagram) to targeted markets (click for stats related to video advertising prevalence and effectiveness)
● Through RTO7, you will work with the Aber Group (RTO7's advertising agency) who will develop a media plan and ad copy that suits your audience, messaging, etc. The agency will then execute the media buy and optimize the campaign over the duration of the project.  Please note that while the Aber Group will be planning, placing and measuring/optimizing the results  of your  campaign (the media side), you will be responsible for:

  • designing your campaign i.e. you will already know the purpose or goal of your campaign, the graphic theme and messaging, etc. before applying for this partnership (this can be as simple as having a selection of good images and messages in  mind through to having full blown ‘ads’ developed by a creative agency that you are wanting to distribute through a mix of media platforms)
  • supplying the campaign creative - a selection of 5-10 current, high resolution images (min 1 MB) and/or at least one video (30 sec. max) -  note that  Meta will optimize to the strongest  performing  creative.
  • Creative  may be video/imagery developed through RTO7's Video/Image Development Program or partner's own (approved) video/images
  • If using your own video/imagery:
        - Must be approved by RTO7 prior to application acceptance (see criteria for approval below)
        - Video(s) must have the BruceGreySimcoe and Ontario logos added to the video (at partner’s expense)
        - Partner must be willing to sign off that all models featured in the video have signed releases
● Once the project is approved, all communications regarding the project MUST be conducted in Basecamp (provided by RTO7)
● It is assumed that you have a fully functional website already (since you will be driving traffic to it with a social media advertising campaign) that:
  • is up to date, easy to navigate and reflects current offerings, hours  and contact information
  • displays properly on desktop and mobile devices (this is critical as close to 80% of our target markets  are using  mobile  devices  to access your campaign) 
  • is under your control for the purposes of updating content in a timely manner
  • Partners will need to have or develop a landing page consistent with what is portrayed in the video/imagery (e.g. an ice fishing video should direct traffic to an ice fishing landing page or at minimum a page outlining a variety of winter activities, of which ice fishing is one)
● $1 partner funds are matched by $1 partnership funds, e.g. if you contribute $1,000, you'll end up with a campaign of $2,000 
● Partner minimum contribution is $750, to a maximum partner contribution of $7,500  (this includes agency fees and taxes)
● Campaigns at the minimum level buy-in will typically run 4 weeks
● You will have a call with The Aber Group at the outset of your project to discuss objectives, target markets, campaign messaging, etc.
● Facebook and Instagram posts will be posted from the partners account (by Aber who you will need to provide access to) and copy, a call to action and a physical link will drive traffic to your website (which must be mobile friendly)
● Partners will be responsible for responding to comments generated as a result of the campaign every day
● It is possible to be funded for both a video/image development and video/image advertising project in one Partnership year; however, this requires SIGNIFICANT lead time to ensure the collateral is edited and ready in time for the campaign
● Note that program preparation will require at least five weeks lead time from approval to launch. Faster turnarounds may be considered but ONLY if high resolution visual assets/creative, the landing page and messaging are ready to share at the time of application. Note that we will be setting firm partner deliverable deadlines with associated consequences (monetary or launch delay) for partners' missing deadlines
● Larger campaigns may be flighted or taken all at once.
● To ensure timely and constructive execution of the planning and actioning of the campaign the Individual Responsible for Day-to-Day Execution named below will act as the decision maker and liaison with RTO7 and The Aber Group

Note: The Operational Implementation Program (OIP) offers social media advertising in exchange for a stakeholder investment in their operations – if you do not have cash to contribute, and are interested in a modest campaign, you may wish to start by reviewing this program.


Video/Image Criteria

● Videos:
  • Ideally 30 seconds or less – in our  experience (and depending on content), the best performing creatives on Meta currently average 15 seconds
  • Longer than 15 seconds ideally have logos/call to action at the outset of the video
  • Have a Call to Action e.g. Visit www.partnerswebsite.com to learn more
  • Are promotional in nature
  • Feature your dynamic, appealing tourism experiences/offerings in BruceGreySimcoe
  • Are high resolution, digital format
  • Are ideally designed for sound off, but delights with sound on (i.e. story is told visually, using captions, text and graphics where needed to help deliver message)
  • With activities depicted conforming to safety standards e.g. helmets, lifejackets, etc.
  • Have, or will add, the BruceGreySimcoe and the Ontario logos to the video (these may be at the end)
  • Will be posted to the BruceGreySimcoe website gallery
  • Video will be reviewed by RTO7 prior to any editing work being done, and (if approved), following the work being done
● Images:
  • Convey the appeal of a visit to your venue/activity and BruceGreySimcoe (e.g. convey emotions/expressions of excitement, wonder, awe, happiness, etc.)
  • RTO7 encourages the use of models that self-identify as Indigenous, Visible Minorities, Persons with Disabilities, Women, 2SLGBTQ+
  • Feature vibrant colours
  • Are directly relevant/themed to what you are promoting
  • Include 5-10 (600x600) really strong, high resolution, digital images per campaign (for Facebook Carousel ads)
  • Depict activities conforming with safety standards e.g. helmets, lifejackets, etc.
  • The final image (in a carousel) will be reserved for BruceGreySimcoe, Ontario and partner logos

The red asterisks below indicate required fields.
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Email *
Tourism Operation Business Name (and Legal Operating Name) *
Senior Organization Rep*  *
*Note this is the individual with signing authority for the project and ultimate responsibility for the execution and completion of the project 

Please provide Name, Title & Email (needed to send the Agreement to, with a copy to the Contact below)
Contact Name & Title of Individual Responsible for Day-to-Day Execution of the Project*
*Note this person will be the day-to-day decision maker for the project,  responsible for execution of the project and regular communications with RTO7 and agencies, and should have skills and experience in managing projects of a similar nature as well as available time to devote to the project).
Address *
Phone Number *
Project Name
Target Campaign Start Date *
Please note that it takes a minimum of 5 weeks setup prior to launching a campaign (subject to change based on demand)
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Partner Funding Contribution *
This should be 1/2 of the total project cost (including tax)
You will need to send RTO7 this amount in the form of EFT, e-transfer or cheque
The minimum partner contribution for this program is $750; the maximum is $7,500 (including tax)
Total Project Budget  *
This is the total cost of the project you are applying for including tax (with 1/2 paid by you; 1/2 paid by RTO7)
Website/Campaign Landing Page *
Facebook page *
Please use the exact address as it appears on Facebook e.g. @yourorg OR facebook.com/yourorg
Full Control Access 
 *

In order to launch the campaign, you will need to allow The Aber Group to act as an advertiser on your page. In the new Pages experience on Facebook, only individuals with “full control” (not partial) will be able to accept or assign task access. 

To prevent delays in the campaign setup stage, please provide the name of the individual who has full control of the Facebook Page by following these steps:

  • Log into Facebook, then click your profile photo in the top right
  • Click see all profiles, then select the page you would like to switch into
  • Click your Page profile photo on the top left side to go onto your Facebook Page
  • On the left bar that now appears, click settings
  • From there, click the New Pages Experience that appears on the left bar
  • Under People with Facebook Access, click your profile to see your access levels

Page Owners will have profiles that say they have full control and will be able to accept access invitations.

If you do not have full control of the Facebook Page, and cannot determine how to move forward at this stage of the program, the campaign will need to run through the BruceGreySimcoe platforms and will be required to pay a $200 administrative fee.

Person with full control of the Facebook Page:
Instagram page *
Please use the exact address as it appears on Instagram  e.g. @brucegreysimcoe OR www.instagram.com/brucegreysimcoe/
RTO7 Geographic Target Markets *
These are markets and activities that BruceGreySimcoe targets in our campaigns; check off those that you would like to target in your campaign.
Required
Cities & Towns your target audience is located in (if known)

If your asset or event is not targeted clearly at attracting tourists (i.e., people from over 40km away), RTO7 may request justification during the application review process. This entails explaining why/how you are marketing it as a tourist attraction and detailing local community partnerships such as overnight accommodation collaborations.
RTO7 Target Activities *
Required
What are some interests that your audience might have?
What will your campaign promote, and to whom?

This could be an event, an attraction, an asset, a season, a destination, an activity, etc.  And you could be promoting it to couples, families, young professionals, grandparents, age, gender, interests, etc.  

For example: This campaign will promote our business (motel) to young families (with teenage and younger kids)

Please keep in mind that although this is an awareness campaign, revenue generation by tourism operators is of key importance and should therefore be considered in what you are promoting to your target audience e.g. we are more likely to approve/promote activities that are associated with businesses that stand to benefit e.g. a tour guide, an outfitter,  etc. than simply beautiful vistas or free hiking trails.

 *
Messaging

 *
What is the specific message(s) that will be communicated through the digital campaign?

For example: This campaign will let our target audience know that

  • Our accommodation is the perfect family getaway for March Break, and
  • We’ve created 3 fun family packages with nearby experiences 

Keep in mind that given the recent increase in demands on limited resources and our desire to increase the region's sustainability, RTO7 will require incorporation of Plan Ahead/Book Ahead messaging into campaigns. This should help to ensure fewer visitors are disappointed upon arrival (if they have not booked and are unable to get access or be served), thereby improving the quality of their visit to the region, but will also make it easier for operators to budget and plan when they know more/less what demand will be. In addition, we'll focus on messaging that promotes longer stays and a deeper connection to the area over less sustainable/beneficial messaging promoting for example bucket lists and Instagram worthy shots.

Key Activities, Milestones & Responsibilities
The following is an approximate sequence of events for the campaign you will be undertaking:

  1. Project approval – RTO7
  2. Project Agreement – RTO7 & Partner; logos on Partner website; Typsy training completed by partner
  3. Submit 50% share of project cost to RTO7  - Partner  
  4. Kick-off conference call with The Aber Group to confirm project objectives, timelines, targets, messaging, etc. – RTO7, Partner & Aber
  5. Develop collateral appropriate for campaign (if not already developed) and add to Basecamp - Partner
  6. Install Google Analytics (if required) and provide Aber access to Partner website - Partner
  7. Landing page URL ready – Partner
  8. Provide draft ad copy for review by partner/RTO7 – Aber
  9. Upon approval, launch campaign – Aber
  10. Brief email report to Partner following campaign summarizing impressions, clicks, CTR, CPC, recommendations - Aber
  11. Final reporting and analytics to RTO7 - Partner
Performance Metrics

The Ministry of Tourism, Sport & Culture is requiring increased reporting of project and sustainability-related metrics. We will be asking you to collect and report on the information below in an effort to continuously improve/inform both our projects and our business practices. 

Please indicate HOW or what indicators your organization will use to evaluate the success of this campaign. We also want to know what your expectations are of the campaign. For this we’ll need a baseline value to which you’ll compare this campaign - typically data from the same period last year as the proposed campaign period this year as well as an anticipated value – what you hope to achieve through this campaign specifically.

For an explanation of these and other useful tourism metrics, please read Why Collect This Info and
Additional Reporting Metrics


Metric #1
 *
Required
Last Year Baseline Data
Anticipated This Year
* Keep in mind that conversions i.e. tickets sold, overnight bookings etc. can only be attributed to the campaign if you are selling tickets/rooms online - while this type of campaign is typically very good at creating awareness (clicks to your website), Conversions (direct attributable sales) are often not immediately evident
Metric #2 *
Required
Last Year Baseline Data
Anticipated This Year
* Keep in mind that conversions i.e. tickets sold, overnight bookings etc. can only be attributed to the campaign if you are selling tickets/rooms online - while this type of campaign is typically very good at creating awareness (clicks to your website), Conversions (direct attributable sales) are often not immediately evident
Requirements

Please confirm that the following are in place CURRENTLY in order to qualify for funding. 

PROJECT MANAGEMENT & REPORTING
 *
Required
WEBSITE *
Required
CREATIVE *
Required
ENGAGEMENT *
Required
ATTESTATION *
Required
SUSTAINABLE TOURISM *
RTO7 is committed to sustainable tourism (link out to get a better understanding of what we mean by this) and we hope you are too! As one aspect of our sustainability journey, we will be looking to our tourism stakeholders to collect and share sustainability related data in future. 

While  collection/reporting of this data will not impact on evaluation of your application this year, it may in future years.

We believe sustainability is good for your business and we're committed to making it as easy as possible in the future for you to incorporate and report on your sustainability so that down the road, we will be able to tell the sustainability story of the region (and your operations) in our promotions.

We will be directing you to a survey with a long list of potential sustainability indicators - we'd like your input as to which you are currently collecting and/or are willing to report to RTO7 on annually for the purposes of an aggregated tourism story and improved decision making.  

Please read carefully...

For  this  year, we're simply collecting  information.  To complete the survey as a required part of your application process follow these steps:

  1. Click on the link below - the sustainable tourism survey will open in a new window.  
  2. Click on the box below to indicate that you have done so and will complete the survey immediately after hitting submit on this application. Then continue on to complete the funding application and hit Submit.
  3. Next go to the survey window, complete the survey and hit submit (you have now completed the application process - both documents will be required for an application to be considered complete).


Required
Name *
Signature (type name below to sign) *
Date *
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