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. It is the goal of the program to reach as many potential tourists as possible in the state, in the nation and in the world with an invitation to visit Louisiana. There are two activities in this program: Marketing, and Advertising Contract.

OBJECTIVES AND PERFORMANCE INDICATORS

1. In FY 1998-99, the Marketing Program will increase the economic impact of travel on the Louisiana economy to $7.5 billion and the total number of visitors to Louisiana by 3%.

2. In FY 1998-99, the Marketing Program will increase the amount of visitor spending for every dollar of advertising placement by 3%.

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	$10,976,156	10	ACT 18 FISCAL YEAR 1997-1998

			BA-7 TRANSACTIONS:
$0	$5,000	0	Carryforward for brochures for the Governor's Mansion

$0	$10,981,156	10	EXISTING OPERATING BUDGET - December 10, 1997

$0	($5,000)	0	Nonrecurring Carryforward for the brochures for the Governor's Mansion
$0	$41,011	0	Annualization of 1997 -'98 Merit Pay Adjustment(s)
$0	$6,228	0	1998 -'99 Merit Pay Adjustment(s)
$0	($7,126)	0	Attrition Adjustment(s)
$0	($2,003)	0	Retirement Rate Adjustment(s)
$0	($589)	0	Reduction(s) in various Expenditure Categories; Including Reductions to fully fund Salaries
$0	$575,000	0	Increase out-of-state advertising and printing due to the cap on the Tourism Promotion Fund being raised to $16,000,000
$0	$333,333	0	Funding for production of a series of jazz films for a cooperative endeavor with the Washington Educational Television Association (WETA)
$0	($5,093)	0	Technical Adjustment to correctly align the funding for the salary of one (1) position which is located in the Consumer Information Services Program

$0	$11,916,917	10	TOTAL RECOMMENDED

$0	935,761	0	DIFFERENCE (TOTAL RECOMMENDED AND EXISTING OPERATING BUDGET)

The total means of financing for this program is recommended at 108.5% of the existing operating budget. It represents 99.9% of the total request ($11,926,635) for this program. The 8.5% increase above the existing operating budget is due to providing funding for a series of jazz films due to a cooperative endeavor agreement with the Washington Television Association and providing additional funds for out-of-state advertising and printing of additional brochures due to the total Office funding being increased to $16,000,000.

The Total Recommended amount above includes $3,355,756 of Supplementary Recommendations of which $0 is State General Fund for additional out-of-state advertising, the jazz films cooperative endeavor with WETA, other cooperative endeavors and contracts and $2,081,420 in out-of-state advertising.

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 1998-1999.

ACQUISITIONS AND MAJOR REPAIRS

This program does not have any funding for Acquisitions and Major Repairs in Fiscal Year 1998-1999.

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