2020 Budget: CAPC agrees to spend $685,364 on media plan
By Samantha Jones
The Eureka Springs City Advertising and Promotion Commission gave director Lacey Ekberg exactly what she needs to create a marketing plan for 2020 on Wednesday, Oct. 9.
At the commission's regular meeting, Ekberg said she'd need to know how much she can spend on media buys before putting together a media plan for the upcoming year. Ekberg said she's about 80 percent done with a marketing plan but can't finalize it until she knows how much money is available. Ekberg proposed to allocate $685,364 to media in the 2020 budget. That will primarily be used for digital marketing, Ekberg said.
Finance director Rick Bright said the commission is moving away from television and radio ads in favor of digital marketing.
"The actual total media buy will still be the same," Bright said. "More is going to be put into digital."
Chairwoman Carol Wright suggested that the commission vote on how much money will be allocated to each section of the budget, saying there will still be time to tweak and approve the budget.
"That would allows us to lock in the numbers for each section so we can get a very definite plan for marketing that would match up to that," Wright said.
Bright said the commission could just approve the media section of the budget, and commissioner Bobbie Foster said she'd prefer to do that.
"I think I would be more comfortable just voting on the media," Foster said.
Bright said that would be a good idea.
"Lacey really does need to be able to nail down what she's got to spend media-wise," Bright said.
Commissioner James DeVito moved to appropriate 43 percent of the 2020 budget to media and the commission unanimously agreed to do so. DeVito then moved to move $10,000 from the television budget to the internet and marketing budget, which was also approved by a unanimous vote.
The commission continued to discuss the budget, with Ekberg asking about the marketing support fund. Ekberg said the commission has spent $30,000 over the past year fulfilling requests to promote local events. The commission could fold these requests into the marketing budget, Ekberg said, since the commission can make larger media buys than individuals can.
"I don't know how all of you feel about that," Ekberg said.
Commissioner Susan Harman asked how the commission handles special event ads and Bright said those ads promote the events put on by events coordinator Tracy Johnson.
"In reality, we're going to do it anyway, so that category doesn't have to necessarily be its own line item," Harman said.
The commission's next regular meeting is scheduled for 6 p.m. Wednesday, Nov. 13, at The Auditorium.