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Annual Report 2010-2011 (PDF - 2.47 mb) - Royal Botanic Gardens ...

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Contents<br />

OUR achievements – Strategic Priority 1A<br />

Strategic Goal 1: Enhancing on-site and online experiences for visitors and<br />

providing programs for a broader spectrum of our community<br />

The <strong>Royal</strong> <strong>Botanic</strong> <strong>Gardens</strong> is one of Melbourne’s premier leisure and tourist attractions, offering a diverse<br />

and vibrant visitor experience through its Melbourne and Cranbourne sites. We will continually enrich and<br />

improve the experiences of our visitors and remain responsive to their needs. We aim to connect people of all<br />

ages, cultures, abilities and backgrounds with plants by developing new gardens and collections, through<br />

innovative visitor and education programs and by engagement with the media. We will reach a wider<br />

audience through our online programs, with an emphasis on educational services. By connecting with a<br />

more diverse audience, we will increase community awareness of the <strong>Royal</strong> <strong>Botanic</strong> <strong>Gardens</strong>’ scientific and<br />

horticultural research and the importance of plant life and of conserving biodiversity.<br />

Strategic Priority 1A:<br />

To be aware of and responsive to the diverse needs of the community by delivering stimulating and<br />

innovative recreational and educational programs<br />

Business Plan specific outcomes<br />

(and associated Corporate Plan actions)<br />

Progress against specific outcomes and actions<br />

Specific Outcome 1<br />

Implement the Market Research Plan <strong>2010</strong>–11<br />

and use the research findings to plan services.<br />

Specific Outcome 2<br />

(Relating to Corporate Plan Action 2)<br />

Continue to enhance the quality of the <strong>Royal</strong> <strong>Botanic</strong><br />

<strong>Gardens</strong>’ online information systems and visitor<br />

experience by:<br />

a. developing and implementing PRONTO solutions<br />

to support the processing and reporting of<br />

e-commerce transactions and tourism packages<br />

b. facilitating the development, integration and<br />

launch of significant tree information on the<br />

<strong>Royal</strong> <strong>Botanic</strong> <strong>Gardens</strong>’ website<br />

No research was conducted during <strong>2010</strong>–11 due<br />

to the Marketing and Communications branch<br />

focussing most of its resources on the RHS Chelsea<br />

Flower Show project.<br />

The Information Services branch continued to<br />

work closely with staff to improve online information<br />

and services. Work included:<br />

a. Research into the development of processing and<br />

reporting on e-commerce and tourism package<br />

capabilities in PRONTO, resulting in the<br />

development, testing and implementation of a<br />

procedure that enables easy identification,<br />

measurement and correct recording of<br />

e-commerce transactions and cross-Divisional<br />

tourism packages.<br />

b. The addition of a list of Significant Trees, including<br />

commemorative plantings that celebrate past<br />

important historical occasions, to the <strong>Royal</strong><br />

<strong>Botanic</strong> <strong>Gardens</strong>’ website. The online information<br />

provides details about the historical significance of<br />

these occasions, the dignitaries who planted the<br />

trees, and what types of trees were planted.<br />

Significant Trees are often outstanding or unique<br />

examples of certain species, which have been<br />

registered with Heritage Victoria.<br />

<strong>Royal</strong> <strong>Botanic</strong> <strong>Gardens</strong> Board Victoria <strong>Annual</strong> <strong>Report</strong> <strong>2010</strong>–11 page 33

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