Program Guidelines

This section covers the essential elements for submitting a Virtual Exhibits Investment Program proposal.

Program Overview

Program Overview

The Virtual Museum of Canada (VMC) is a major collaborative online initiative that promotes free, bilingual content on Canada’s history, heritage and culture to Canadian and international audiences. The VMC operates two investment programs: Virtual Exhibits and Community Stories.

Through the Virtual Exhibits Investment Program, applicant organizations develop online products that engage audiences of all ages, interests and abilities.

A Call for Proposals for the Virtual Exhibits Investment Program is normally held once each year. Proposals are evaluated on a competitive basis and agreements are signed with those selected for investment.

All proposals must be submitted by the deadline using the online proposal form available on the Canadian Museum of History (CMH) website. Only proposals that meet the mandatory criteria are evaluated by the Advisory Committee.

For the 2017 Call for Proposals, applicant organizations are invited to submit a proposal for a new virtual exhibit, virtual tour, interactive resource or educational resource on the subject of their choice.

Online products that receive funding from the Virtual Exhibits Investment Program must be available in both English and French, for a period of five years following the launch of the product.

All online products must comply with the VMC Technical Specifications.

NEW this year: The Quick Pitch

For a 4-week period at the beginning of the Call for Proposals, institutions can complete a brief questionnaire outlining their project idea, and submit it for feedback. Each project idea will receive one round of feedback only.

This “quick pitch” step is optional.

The deadline to submit your pitch for feedback is July 19, 2017 at 5 pm Eastern Daylight Time.

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Eligibility

Eligibility

Canadian museums and other Canadian historical, heritage and cultural organizations, including equivalent Indigenous peoples’ organizations, are eligible for submission to the Virtual Museum of Canada (VMC) Investment Programs.

To be eligible an institution must:

  • be public or private;
  • be not-for-profit;
  • operate a permanent physical establishment open to the public;
  • be administered in the public interest for the primary purpose of collecting, preserving, documenting, interpreting, exhibiting and disseminating physical collections (objects, documents and specimens of educational and cultural value) and/or intangible cultural heritage. This includes artistic, scientific (inanimate or live), cultural and historical material;
  • a museum, art gallery, exhibition centre, cultural centre, botanical garden, zoo, aquarium, planetarium, historical society, historic house, library, archives, preservation project or site, professional cultural association or group, or other organization which meets the aforementioned requirements.[1]

The Canadian Museum of History (CMH) reserves the right to request proof of eligibility from applicant organizations at any time during the proposal review process.


[1According to the ICOM Statutes, adopted during the 21st General Conference in Vienna, Austria, in 2007: “A museum is a non-profit, permanent institution in the service of society and its development, open to the public, which acquires, conserves, researches, communicates and exhibits the tangible and intangible heritage of humanity and its environment for the purposes of education, study and enjoyment.” This definition is a reference in the international community.

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Eligibility Restrictions

Institutions may submit more than one proposal. However, the Virtual Exhibits Investment Program does not invest in more than one production at a time from any institution.

An institution that is already working on a production under either the Virtual Exhibits Investment Program or the Community Memories/Community Stories Investment Program must deliver and launch the final product before the Virtual Museum of Canada (VMC) can consider a new proposal from the institution.

Institutions that have received prior funding for VMC projects are eligible to submit a proposal if they have complied with the terms and conditions of previous agreements.

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Quick Pitch

NEW this year – The Quick Pitch

For a 4-week period at the beginning of the Call for Proposals, institutions can complete a brief questionnaire outlining their project idea, and submit it for feedback. Each project idea will receive one round of feedback only.

This “quick pitch” step is optional.

Note: The deadline to submit your pitch for feedback is July 19, 2017 at 5 pm Eastern Daylight Time.

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Quick Pitch Review Factors

When reviewing the quick pitches, Advisory Committee members consider the potential degree to which:

  • the subject covers a significant aspect of Canadian history, heritage or culture
  • the subject, story and/or approach have broad appeal for Canadians
  • the desired experience promotes engagement, enjoyment and/or learning
  • the technology/ies fit the story and the desired experience
  • the approach is creative and/or original
  • the right people are on board

Comments focus on the strengths and weaknesses of the project, in relation to these factors.

Note: Feedback will be provided to the institutions by telephone between August 16, 2017 at 9 am Eastern Daylight Time and August 25, 2017 at 4 pm Eastern Daylight Time.  Written summaries of the feedback and the committee’s comments are not provided.

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Evaluation Process

Proposal Evaluation Process

For each Call for Proposals, the total funding amount requested by applicants greatly exceeds the budget of the Virtual Exhibits Investment Program.

The Virtual Museum of Canada (VMC) assesses all eligible proposals to ensure compliance with VMC requirements, including the mandatory criteria identified below. A proposal that meets the mandatory criteria is then evaluated by the VMC Advisory Committee against the rated criteria to determine whether it will be recommended for investment. The VMC also prepares proposal summary information to assist the committee in its work.

The committee’s evaluation process entails individual assessments and group discussions. A decision is made at the annual VMC Advisory Committee meeting regarding which proposals to recommend for VMC investment.

Once the Call for Proposals closes, the evaluation process takes six months, including the evaluation by the committee.

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Advisory Committee

The Virtual Museum of Canada (VMC) Advisory Committee is composed of a group of internal and external experts. The role of the committee includes reviewing and providing feedback on “quick pitch” questionnaires and evaluating proposals submitted to the Virtual Exhibits Investment Program. The latter takes into account the desired program outcomes and the specific criteria that are set out below. The committee recommends to the Canadian Museum of History (CMH) the proposals in which the VMC should invest.

The CMH executes agreements with institutions to carry out the proposed productions as soon as the recommendations have been received from the Advisory Committee and approved by the CMH. For reasons of public accountability, the CMH reserves the right to reject the Advisory Committee’s recommendations.

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Evaluation Criteria

To ensure balance within the Virtual Museum of Canada (VMC) among disciplines and themes, approaches to the presentation of content, and target audiences, proposals are evaluated on their own merits but also within the overall context of other existing and proposed content.

The criteria identified below are used to evaluate submissions. Certain criteria are mandatory; others represent factors that are taken into account as the Advisory Committee selects among competing proposals. The committee reserves the right to refine the criteria as the Virtual Exhibits Investment Program evolves.

For the 2017 Call for Proposals, the Virtual Exhibits Investment Program is inviting applicant organizations to submit a proposal for a new virtual exhibit, virtual tour, interactive resource or educational resource on the subject of their choice.

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Mandatory Criteria

To proceed to the evaluation stage, proposals must meet the criteria below.

  • The product described in the proposal will provide a complete online experience, independent of a specific context or physical space;
  • The product will be produced in both official languages;
  • The application is received by the deadline of October 25, 2017, at 5 pm Eastern Daylight Time. Following a preliminary review, organizations with incomplete applications will be contacted and given the opportunity to respond in a timely manner.

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Rated Criteria

To facilitate the evaluation process, proposals must clearly respond to the criteria below.

Only those proposals that obtain a score of 70 points or more will be considered for investment.

Criteria

Content (35 points maximum)

The online product’s content demonstrates a dynamic exploration of Canada’s diverse history, heritage or culture in ways that appeal to a broad spectrum of Canadians.  This could include significant historical, cultural or scientific events, figures or movements; current events and issues; tourism and leisure; or other subjects.

The content presents authoritative information derived from existing and new sources about aspects of local, regional and/or national history, heritage or culture. The proposal demonstrates a creative/original approach to presenting the subject matter. The content is aligned to the stated needs and interests of, and outcomes for, the target audience(s).

The content supports the institution’s mission.

Technology (25 points maximum)

The online product’s technological approach exploits the digital medium to present the content and create experiences that are not feasible in physical space or by using traditional media and techniques.

The proposal identifies the specific technologies to be used and explains how they will enhance the overall user experience.

A specific explanation is given as to how the technologies will support the outcomes identified for the target audience(s).

Ability to Deliver (25 points maximum)

The online product’s production plan (schedule and budget) and letters from partner(s) demonstrate the applicant organization’s ability to complete the project as proposed. The relevant expertise and experience of the applicant organization and partner(s) is also considered.

The plan demonstrates a clear understanding of the steps, tasks and costs involved in developing and delivering the online product. It includes elements such as: research, collections, allocation of resources (human and financial), partner relationship management, community involvement, staff time, information technology coordination, and delivery of final product in both official languages.

The plan also illustrates how the applicants will successfully complete the various steps of the project management cycle, pre- and post-launch, such as: planning, production, monitoring schedules, controlling quality, managing risk, conducting regular evaluations, marketing, moderating user-contributed content or feedback, and preparing a final report.

Partnerships (15 points maximum)

The online product project involves partnerships with public and/or private organizations with proven and/or recognized expertise directly related to the content, technical aspects and/or educational approaches of the online product.

Partners agree to pool efforts and resources with the lead institution in order to achieve the common goal of benefitting online audiences. They also agree to share the project’s potential risks and other potential benefits.

Note: Organizations are not considered partners unless they contribute directly in cash or in kind to the realization of the project. Parties who receive payment for services, or parties who express their support of the project without contributing to it, are not considered partners.

All partners must commit to their participation by means of a signed letter, clearly specifying their contribution to the project. Letters must be scanned and included with the application.

The signed letter will:

  • establish the duration of the partnership;
  • confirm the amount of any cash contribution;
  • describe any in-kind support and confirm its value;
  • identify the specific content/collection(s) that the partner is providing access to and/or explain the expertise or services that will be provided.

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Investment Specifications

VMC Investment Specifications

The Virtual Exhibits Investment Program provides up to a maximum of $250,000.00 (excluding applicable taxes) per production. This includes mid-range projects of $50,000.00 to $150,000.00. The total available in any Call for Proposals is up to $2,000,000.00.

All institutions that receive funding through an agreement with the Canadian Museum of History (CMH) must meet the Eligibility criteria for applicants.

Technical specifications have been defined for Virtual Museum of Canada (VMC) online products. These are an integral part of all Virtual Exhibits Investment Program agreements and should be factored into the production plan (schedule and budget).

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Production Schedule

Provide a clearly developed production schedule, including key project phases/activities, as well as time allowances for reviews by the Virtual Museum of Canada (VMC), as per the contract deliverables.

The production schedule needs to:

  • be formatted for all pages to print clearly and legibly on 11” x 17” paper, in landscape orientation;
  • be saved as a PDF;
  • be structured around the five project phases, the key deliverables and the reviews described in Deliverables;
  • identify durations and responsibilities for each task or activity.

Tasks and activities can include, but are not limited to:

  • Planning
    • establish project team;
    • validate production schedule with team members and partner(s);
    • finalize project budget;
    • hire/allocate project resources;
    • manage resources and partnership(s);
    • establish and manage review committees;
    • activate and manage community involvement;
    • confirm contracts (research, curatorial, design, etc.);
    • allocate time for project, schedule and budget monitoring;
    • establish testing and quality control protocols;
  • Content development and production
    • conduct content research;
    • develop an interpretive plan;
    • confirm availability of collections, artifacts and/or objects;
    • secure all documents, visuals, audio, video, photographic and other material;
    • arrange for copyrights clearance and licenses;
    • write texts (interpretive, captions, alternative texts, transcriptions, information, metadata);
    • translate texts;
    • edit texts in all languages;
    • proofread texts in all languages;
    • produce visuals (illustrations, maps, etc.);
    • digitize all required material;
    • produce preliminary and final graphics for design/multimedia/animation/gaming/interactives;
  • Technical development and production
    • develop technical planning documents (information architecture, site flows, site maps, etc.);
    • develop wireframes, design and layout;
    • implement programming and production (frontend: HTML, CSS, jquery, etc., backend: php, database, API);
    • ensure CMS customization;
    • test that the online product meets accessibility requirements outlined in the VMC technical specifications
    • conduct Quality Assurance and fix issues and bugs;
    • conduct integration and deployment
  • Audience evaluation
    • conduct pre-test or focus-test on concept, content and/or site design;
    • conduct front-end evaluation of content and/or design;
    • conduct formative evaluation of content and/or prototypes;
    • communicate evaluation results;
    • adjust and correct product;
  • Deployment, launch and maintenance
    • plan and develop promotional activities;
    • produce final report and documentation;
    • verify all links;
    • gather and report on web statistics

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Budget

Use the Budget Template (XLSX) provided to develop the budget for your online product:

  • include costs for all tasks and activities in your production schedule;
  • indicate which costs will be covered by the Virtual Museum of Canada (VMC), the lead institution, any partner(s), or other contributor(s);
  • when assigning costs to the VMC, refer to Eligible Costs and Ineligible Costs;
  • under “Notes”, include details to explain the basis of your calculations (e.g. cost per hour/cost per day) and a description of services;
  • provide any other support documentation to illustrate that the budget items have been calculated responsibly;
  • include the budget with your application.

Note: The VMC will not invest more than $250,000.00 (excluding applicable taxes) per production.

Categories and items in which the budget information should be divided are identified in the Budget Template (XLSX) as follows:

  • Coordination Costs
    • Project Management/Coordination
    • Admin Services and Supplies
  • Training or Skills Development
    • Training or Skills Development
  • Content Development
    • Writing/Research
    • Development and Presentation of Content
    • Educational Content
    • Payment for Rights
  • Content/Site Production
    • Digitization
    • Graphics/Design/Illustrations
    • Audio
    • Video
    • Text
    • Photography
    • Online Product Development
    • Hardware/Software
  • Content Testing and Evaluation
    • Content Review
    • Evaluation/Focus Groups
    • Advisory Committee (Elders)
    • Audience Research
  • Translation and Editing
    • Translation and editing into official languages
    • Translation and editing into additional languages
    • Comparative edit
  • Travel Costs
    • Travel Costs
  • Marketing
    • Marketing
  • Other
    • Other

It is strongly recommended that everyone who will be working on the multimedia development of the online product be thoroughly familiar with the VMC Technical Specifications to ensure that appropriate budgetary allowances are made for compliance purposes.

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Eligible Costs

In calculating proposed Virtual Museum of Canada (VMC) investment in an online product, applicant organizations may include costs related to the following areas:

  • research and preparation to develop and present content;
  • educational expertise costs (salary or contract costs);
  • coordination costs;
  • salary or contract costs directly associated with the creation of content specifically for the VMC;
  • evaluation(s) involving identified target audiences;
  • digitization expenses including rights clearance and documentation;
  • production development costs (including media production; technical, web and accessibility development; and, technical integration and deployment);
  • payments to artists or other copyright holders for the use of their works;
  • translation of content into the other official language and/or verification of translations (see Annex B, for guidance on estimating translation costs);
  • translation into additional languages may be eligible depending on the project;
  • training or skills development that is directly related to the production of the online product and that will provide longer-term benefit to the institutions and organizations involved in the project;
  • up-front costs to cover the establishment of moderation functionality within a proposed production as directly relates to social technologies which are used to enhance the visitor experience with the content of the proposed production;
  • travel costs where these are shown to be essential to the production of the project;
  • costs incurred by other organizations who partner with the applicant organization in a proposal may be eligible where the costs are shown to be directly related to the production of the online product;
  • software or hardware (e.g. digital scanners) that is directly related to the production of content for the VMC.

Other proposed costs are considered on their merits in the context of specific proposals. The primary criterion is whether costs are directly related and essential to the online production.

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Ineligible Costs

The Virtual Museum of Canada (VMC) does not invest in costs related to the following areas:

  • creating institutional websites;
  • automating collections management records;
  • costs related to the development of native mobile applications;
  • computers, external hard drives, memory cards and servers;
  • printers;
  • DVD / CD-burners;
  • ancillary materials (e.g. CDs, DVDs);
  • mobile devices (e.g. cell phones, tablets) and data/service plans;
  • ongoing costs to maintain monitoring and validation of social technologies in products following their launch;
  • marketing and promotional expenses (including Communications personnel);
  • printed materials such as complementary educational materials (e.g. Teachers’ kits);
  • creation of new artwork (not including Web graphics);
  • office space rental;
  • website maintenance;
  • search engine registration;
  • domain name registration;
  • website hosting;
  • contingency, unexplained miscellaneous or overhead costs.

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Deliverables

Deliverables

Five deliverables submitted over five phases are required once your proposal is approved under the Virtual Exhibits Investment Program. Each is subject to at least one review cycle by the Virtual Museum of Canada (VMC).

Phase 1 – First Deliverable – Production Plan

A kick-off meeting between the institution and the VMC must take place at the beginning of this phase.

The Production Plan includes:

  • A revised detailed description of the online product, if required;
  • A revised production schedule; and
  • A revised budget;
  • As required, updated Production Plan(s) incorporating changes requested by the VMC after its content and technical validation of the Production Plan. Note that each validation period by the VMC in Phase 1 can take up to 10 working days;
  • Invoice for 30% of total investment, once the final update of the Production Plan is approved.

Phase 2 – Second Deliverable – Interpretive Plan

The Interpretive Plan includes:

  • A content grid – a clear and detailed plan of the content;
  • A messaging plan – main, secondary, and tertiary messages;
  • Sample texts – sample of each type of text (title, intro, main body, captions, labels, descriptive transcript, interactive text, alternative text, closed captioning, etc.);
  • A sample translation – 250 words of main content text, translated and edited  into the second official language;
  • Identification of the audience – with evidence that the content will be developed taking into account the needs of the target audience;
  • An Information Architecture diagram (IA) – developed in collaboration with the technical team, a visual diagram that shows how all elements in the content grid will be structurally organized;
  • A list of enhancements – a list of key features or functionality that will enhance the online product beyond pages of basic text and images. The list must describe the feature and how it should behave and specify which technologies or products will be used to implement the feature;
  • As required, updated Interpretive Plan(s) incorporating changes requested by the VMC after its content and technical validation of the Interpretive Plan. Note that each validation period by the VMC in Phase 2 can take up to 20 working days;
  • Invoice for 15% of total investment, once the final update of the Interpretive Plan is approved.

Phase 3 – Third Deliverable – Preliminary Version

The Preliminary Version includes:

  • A functioning online prototype of the product based on the Information Architecture diagram and comprised of the content identified in the content grid provided in Phase 2. The prototype must include, at a minimum, in at least one language, the following sections
    • Main (Home) page;
    • Secondary page;
    • three other Content pages;
    • Sitemap page;
    • Credit page;
    • Feedback page;
    • VMC logo placement;
    • evidence of Google Analytics implementation;
    • all mandatory navigation elements;
    • examples of each type of multimedia and interactive elements that were outlined in the online product description;
    • the Preliminary Version is to integrate content identified in the previous phase. Adjusted and additional content is acceptable;
    • links to placeholder content in second official language
  • A formative evaluation report related to the Preliminary Version of the online product. Formative evaluation is undertaken with a sample of the target audience, while a product is in development, in order to improve the final version of the product;
  • As required, the updated Preliminary Version(s) of the online product incorporating changes requested by the VMC after its content and technical review of the Preliminary Version. Note that each validation period by the VMC in Phase 3 can take up to 20 working days;
  • Invoice for 20% of total investment, once the final update of the Preliminary Version is approved.

Phase 4 – Fourth Deliverable – Developed Version

The Developed Version includes:

  • A fully functional unilingual Developed Version of the online product based on the approved Interpretive Plan and Preliminary Version, with all completed and working content and placeholder content and working links in the other official language site(s);
  • If required, a revised and edited version of the sample translation from Phase 2;
  • Three (3) promotional images;
  • Preliminary Landing Page Creation Form provided by the Museum with associated images and project description;
  • As required, the updated Developed Version(s) of the online product incorporating changes requested by the VMC after its content and technical review of the developed version. Note that each validation period by the VMC in Phase 4 can take up to 20 working days;
  • Invoice for 15% of total investment, once the final update of the Developed Version is approved.

Phase 5 – Fifth Deliverable – Final Version

The Final Version includes:

  • A fully functional bilingual (or multi-lingual) Final Version of the online product that meets all content and technical requirements. The Final Version is based on the approved unilingual online product delivered at end of Phase 4 with all completed and working content in all languages, incorporating the changes identified by the VMC after the review of the Developed Version;
  • As required, the updated Landing Page Creation form provided by the Museum with associated images and project description
  • As required, the updated Final Version(s) of the online product incorporating changes requested by the VMC after its content and technical review of the Final Version. Note that each validation period by the VMC in Phase 5 can take up to 20 working days;
  • A digital copy of the online product, in all languages, including the final source files;
  • The final report of expenditures. This report must be created from the revised budget submitted in Phase 1 and must show the projected and actual amounts spent by all participants (VMC, lead institution, partners, others);
  • Invoice for the final payment of 20% of the investment, once all of the Phase 5 deliverables are approved.

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Link to the VMC

A link from the exhibit to the Virtual Museum of Canada (VMC) is required to increase the search engine visibility of your institution and online product.

The Canadian Museum of History (CMH) links to your institution’s website whenever your institution’s name or content appears in the VMC. For search engines, these reciprocal links emphasize the relationship between them, increasing their visibility on the Web.

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Post-Launch Obligations

There are ongoing obligations after the launch of an online product. Lead institutions are required to:

  • Conduct quarterly verifications of all hyperlinks, and correct as required;
  • Respond to public feedback in a timely manner;
  • Ensure that the online product infrastructure is managed and maintained (including payment of associated hosting service fees) on an ongoing basis for the duration of the agreement so that the online product and all of its features experience little to no downtime.
  • The VMC’s approval is required to make any changes to the online product.
  • Provide the VMC read-only access to the online product’s Google Analytics account as well as respond to VMC requests for user stats when required.

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Annex A: Investment by Applicant Organizations and their Partners

Annex A: Investment by Applicant Organization and Partners

An applicant organization proposing that the Virtual Museum of Canada (VMC) invest in its online product is expected to demonstrate other investment. There is no fixed minimum for this investment; nor does it need to be direct financial contribution. Investment that is acknowledged as valid includes:

  • The value of staff, volunteer or other partner time dedicated to the realization of the project (provided that these costs have not been included in the requested investment from the VMC);
  • The value of the intellectual property being made available to the public without charge in the online product. (Note: This in no way implies transfer of ownership of intellectual property or exclusive use; the value assigned represents the fees that might have been paid had the information elements included in the resources been licensed to the VMC.) Guidance concerning the formula to be used in calculating the value of the funding is provided in  Annex B;
  • The value of promotion of the product through institution newsletters, announcements or other promotional activities. To be eligible, the promotion must clearly identify the product as part of the VMC. Guidance concerning the formula to be used in calculating the value of the funding is provided in  Annex B;
  • The value of in-kind contributions (e.g., equipment and services) by external partners;
  • Financial contributions to the project by the applicant organization and its partners.

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Annex B: Guidelines for Calculating Costs/Values

Annex B: Guidelines for Calculating Costs/Values

Translation

Depending on the translator, fees may be established on an hourly or per-word basis. For editing a translation, an hourly rate would be the standard. It should be noted that the speed and accuracy of translation is directly affected by the quality of writing in the original language. It may therefore be cost-effective to have the original version reviewed and edited by a professional editor prior to translation. Similarly, a poor translation will require more time and effort in the editing phase. All estimates, therefore, should be treated as approximations.

Hourly rates:

While editing costs can vary between $40.00 and $75.00 per hour, $65.00 is the most common.

(Estimated number of words per hour for verification: 500).

Per word:

While translation costs can vary between $0.20 and $0.35 per word, $0.30 is the most common.

When calculating the cost, keep in mind that translation will be required for all text, including additional elements such as navigational text, alt tags, audio and video transcripts, metadata and keywords.

Intellectual Property/Copyright

As part of the funding in a production, applicant organizations may claim credit for the value of the intellectual property, which they are making freely available to the public. The following formulas for calculating amounts for which credit can be claimed are based on average commercial transactions.

Note: These formulas are not intended as guidelines for institutional negotiations with third parties to acquire rights from others.

In such cases, rates negotiated with collective societies or individual rights holders should prevail.

For images, the formula is based on the average licensing fee paid by multimedia developers for the use of an image in a multimedia product with worldwide distribution. For textual information, the formula is based on an average fee paid to writers through Access Copyright for transmission/reproduction rights for the Internet. Formulas for audio and video clips are loosely based on average commercial licensing fees, acknowledging that rates for Internet use vary widely.

Images: $150 x estimated number of images to be included in the product

Textual material: $375.10 per 500 words estimated for product

Audio clips: $8.30 per minute

Video clips: $30 per second

Marketing

Although the Virtual Museum of Canada (VMC) does not cover costs relating to marketing and communications, applicant organizations can increase the level of merit of their proposal based on the scope of marketing and communications efforts planned. The value of these efforts should be calculated and should appear in the proposal budget under the funding contributions (in kind and/or financial) of either the lead institution or any partner.

Suggested marketing and communications activities include, but are not limited to, the following:

Online:

  • Search Engine Optimization (SEO) and Search Engine Marketing (SEM);
  • colonization of social media;
  • promotion in e-newsletters (with hyperlinks);
  • advertising banners on external sites.

Offline:

  • press releases and newsletters;
  • media advertising campaigns;
  • launch activities (ceremonies, receptions, etc.);
  • creation and targeted distribution of promotional material;
  • presentations on VMC content in schools, at institution members meetings and to visitors and other groups;
  • sponsorships.

As the product is accessed and consumed online, a 70:30 distribution in favour of online activities is recommended. All tactics should include acceptable recognition and/or visibility of the VMC.

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