Program B: Marketing

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Program B: Marketing

Program Authorization: R.S. 36:4; 36:301; 51:1252

PROGRAM DESCRIPTION

The Marketing Program provides advertising for the tourist assets of the state of Louisiana. This program's mission is to design, produce and distribute advertising materials in all media. The program attempts to reach as many potential tourists as possible in the state, in the nation and in the world with an invitation to visit Louisiana. The goals of the program are to increase the number of visitors to Louisiana and to increase cooperation among Louisiana travel industry partners. There are two activities in this program: Marketing, and Advertising Contract.

OBJECTIVES AND PERFORMANCE INDICATORS

Unless otherwise indicated, all objectives are to be accomplished during or by the end of FY 1999-2000. Performance indicators are made up of two parts: name and value. The indicator name describes what is being measured. The indicator value is the numeric value or level achieved within a given measurement period. For budgeting purposes, performance indicator values are shown for the prior fiscal year, the current fiscal year, and alternative funding scenarios (continuation budget level and Executive Budget recommendation level) for the ensuing fiscal year (the fiscal year of the budget document).

RESOURCE ALLOCATION FOR THE PROGRAM

SOURCE OF FUNDING

This program is funded with Fees and Self-generated Revenues which are derived from the Louisiana Tourism Promotion District. Act 1038 of the 1990 Regular Session of the Legislature created the Louisiana Tourism Promotion District which receives 3/100 of 1 cent of the sales and use tax. These proceeds are then transferred to the Office of Tourism for out-of-state advertising, and promoting tourism in Louisiana.

ANALYSIS OF RECOMMENDATION

GENERAL FUND	TOTAL	T.O.	DESCRIPTION

$0	$11,916,917	10	ACT 19 FISCAL YEAR 1998-1999

			BA-7 TRANSACTIONS:
$0	$14,495	0	Carry Forward for the purchase of 1 vehicle which could not be delivered prior to June 30, 1998

$0	$11,931,412	10	EXISTING OPERATING BUDGET – November 20, 1998

$0	$6,806	0	Classified State Employees Merit Increases for FY 1999 - 2000
$0	($14,495)	0	Nonrecurring Carry Forwards for the purchase of 1 vehicle which could not be delivered prior to June 30, 1998
$0	($7,658)	0	Attrition Adjustment
$0	($50,000)	0	Other Adjustments – transfer of funding for coffee services from Marketing Program to Welcome Center Program

$0	$11,866,065	10	TOTAL RECOMMENDED

$0	($65,347)	0	DIFFERENCE (TOTAL RECOMMENDED AND EXISTING OPERATING BUDGET)

The total means of financing for this program is recommended at 99.5% of the existing operating budget. It represents 99.8% of the total request ($11,890,617) for this program. The .5% decrease from existing operating budget is due to the transfer of the coffee service to the Welcome Centers Program. This program does not have any positions which were vacant for one (1) year or more.

PROFESSIONAL SERVICES

$8,558,870		Peter A. Mayer Advertising, Inc. - Advertising and public relations services including design and placement of print and electronic ads in media both domestic and international; design and production of promotional brochures, as well as the coordination of telemarketing services, coffee service at the Welcome Centers and publicity with Louisiana Broadcasters Association and Louisiana Press Association

$8,558,870		TOTAL PROFESSIONAL SERVICES

OTHER CHARGES

This program does not have any funding for Other Charges in Fiscal Year 1999-2000.

ACQUISITIONS AND MAJOR REPAIRS

This program does not have any funding for Acquisitions and Major Repairs in Fiscal Year 1999-2000.

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