A G E N D A 2pm 3:30pm

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A G E N D A 2pm 330pm

• Introduction of Board Members
• Presidents Report (Ken Fedraw)
• Treasurers Report (Herb Boven)
• Executive Directors Report (Linda Singer)
• Marketing Website Report (Herb Boven)
• Committee Reports
• Quality Assurance (Lou Meeuwenberg)
• Platinum Ambassador (Mike Venturini)
• Membership (Cheri Antozak)
• Question and Answer Session
• Adjourn

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President
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Our Mission Statement

• Michigan Lake to Lake BB Association exists as
  a body of like-minded innkeepers formed to
  collectively promote Bed and Breakfasts as the
  preferred choice of accommodation for leisure and
  business travel.

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Presidents Report

• Major effort for 2008
• Kept pulse on ML2L health / challenges /
  opportunities.
• Established operating principles in support of
  common goals for our diverse businesses.
• Drove business to you! 2008 was our largest
  Marketing effort ever.

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What is ML2L doing for you?

• Keeping members informed via email blasts and
  newsletters
• Marketing Driving business to your inn through
• Directories
• Web traffic
• Advertising, trade shows, eSpecials
• Professionally staffed office
• Responds to info requests, mailings, website
• Monitors legislative issues opportunities
• Sold 64,000 in ML2L- specific Gift Certificates
• Quality Assurance team - inspected 60 inns

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Treasurer
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Income Oct07- Sep08 (94K)
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Expenses Oct07 Sep08 (126K)
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ED
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Executive Directors ReportOffice Doings and Such

• Now a full year on the job.
• And what a year its been!

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Implemented twice-monthly ML2L eNewsletters

• With the Board, established regional wine and
  cheese member receptions

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Produced and distributed some 26,000 ML2L
Bed Breakfast Guides only 4,000 to
go!Created a new Aspiring Innkeepers membership
program and web page
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All Associate Membership applications are now
posted online.With Board input, developed and
tracked a new Guest Evaluation Survey
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Testified in Lansing and organized a grassroots
member campaign for passage of new Gift
Certificate Legislation

• Worked with other tourism organizations and
  the ML2L membership to help ensure a two-year 45
  million funding windfall for Travel Michigan/Pure
  Michigan

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Managed the Gift Certificate Program, which
generated more than 64,000 in 2007

• With Board input, developed ML2Ls
• first Member Satisfaction Survey

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ML2L Survey Results - pg 1/3

• Office OPERATIONS NEWSLETTER very good
• Prefer Monthly newsletters emailed 
• The large picture DIRECTORY is very important
• Substituting the POCKET GUIDE for the directory
  is marginal, but acceptable
• Advertising of member inns in the directory OR on
  website is NOT OK

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ML2L Survey Results - pg 2/3

• PRINT ADVERTISING benefit is unknown to most - We
  need to make this KNOWN!
• WEBSITE generated traffic is perceived as Very
  Good
• Members want ONLINE GUEST REVIEWS and easy access
  to their WEB STATS.

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ML2L Survey Results - pg 3/3

• ANNUAL CONFERENCE
• KEYNOTE and SOCIALIZING is most important.
  (Business meeting is a necessary evil )
• Most not attending say they cant take time off 
• QUALITY
• Most guests view our INSPECTED INNS as
  important. 
• As for question 16 (prioritize benefits of
  membership), we now know how NOT to word a
  question! 

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The Year to Come

• Fine Tune Ongoing Projects
• Develop Executive Director Handbook
• Bring in a Minimum of 10 New Members
• Research and write more original eNewsletter
  articles centering on our members
• Create compelling membership materials
• Streamline the membership application process
  and post it online.

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MARKETING WEBSITE
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Travel Michigan eSpecials

• e-broadcasts to more than 65,000 subscribers 
• ML2L Platinum Ambasssadors participate 6 times
  annually at no cost 
• Year-to-date, participated in 5 eSpecials
  broadcasts 
• ML2L was ranked most popular site in January,
  February and May and second most popular site
  in February.  Results for October TBD.

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Magazine Advertising

• Midwest Living and Ohio Magazine 
• Mailed over 7000 Directories to readers who
  requested information from us! 
• Most success with Midwest Living, Ohio Magazine
  ads were ended early due to low response
• Advertising cost was 6145 
• Postage cost to mail Directories was an
  additional 5500 
• Re-evaluating for next year due to high cost and
  limited tracking

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QA
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Quality Assurance Program

• Re-established the Quality Assurance Committee.
• Eight ML2L reviewers inspected 60 inns this year,
  including 6 new members.
• Reviewers and committee have recommended QA
  checklist upgrades for 2009
• Enjoy Best Practices today at 4 p.m.

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PA
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Platinum Ambassador Program

• Advantages Over Standard Membership
• Financial Benefit to Association
• Optional to Members
• Saves Innkeeper 95 per year on dues
• Collect 1.00 per night per occupied room
• Increased Advertising Levels

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P.A. Benefits

• 95 off basic membership dues of 395
• Scrolling picture show on home page
• Searchable by location, amenities, attractions,
  and specials
• Additional text and up to 5 pictures on listing
• Link to availability/online reservation calendar
• List specials that are searchable by category
• List in 3 additional secondary cities within 30
  miles
• Participation in special marketing programs as
  generated by the association (i.e., placement in
  Travel Michigans eSpecials electronic broadcast
  six times annually

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Recent P.A. Enhancements

• Description text ready for brochure
• Google Map added for PA and non-PA
• Searches - results show first 25 words
• Photos up to five
• Specials Now offering
• 31 categories
• 12 specials per P.A.
• 3 specials per non-PA

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Association Benefit from PA program

• Collected over 42,000 in revenue
• 25,000 in room assessments
• Subsidized increased expenses
• Paid for website enhancements
• Allows for reasonable dues

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Example Assessment Collection

• Bed and Breakfast Charge
• _at_ 100.00 per night
• 2 nights 200.00
• Room Assessment 1.00 X 2 nights 2.00
• Invoice 200.00 2.00 202.00
• Tax _at_ 6 12.12
• Total 214.12

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P.A. Advantages

• Reduced dues for PA members
• Increase your listing exposure
• Increase your search exposure
• Increase your outside advertising
• Helps curb increases in association dues

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Membership
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Membership Update

• - Cheri Antozak
• Retaining and Attaining members!