discover your own backyard toolkit - Destination Melbourne

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COMMUNICATIONS PLAN CHECKLIST {26} ADVERTISING, MEDIA AND PRINT Campaign stage Start Season 1 Season 2 Season 3 Season 4 Community Survey & Launch The generic DYOB survey is available for adaption to your council’s requirements. Advertising features in the local newspaper Published in tandem with associated editorial, backed up with media releases, photo opportunities and web presence. Media releases The key messages will be repeated throughout the campaign, with highlights as described here. Photo opportunities Personalising attractions and visitor experiences. Council newsletter editorial Depending on publication schedules. Council publications and calendars of events e.g. community/cultural event brochures and guides, council calendars, web site listing pages. Full page printed in local press • On-line survey • Analysis & insights List of Top Attractions • Dossiers • Schedules Launch, survey & competition Launch Launch, survey & competition See also Measurement and Monitoring for data collection during the campaign. Season 1 published feature Report back on survey • Comp winners • Featured attractions Featured attractions Featured attractions Season 2 published feature Campaign reminder • Featured attractions Featured attractions Featured attractions Season 3 published feature Campaign reminder • Featured attractions Featured attractions Featured attractions Consider resurveying residents. Season 4 published feature Campaign outcomes • Featured attractions Featured attractions Featured attractions DYOB is the ideal umbrella brand to bring a range of existing council communications down to one point of reference - local attractions and discovering them. • This may be as simple as ensuring the DYOB logo is used, or there may be room for DYOB related editorial and messaging as well. • Consider using the Discover Your Own Backyard logo and brand to highlight the campaign in relevant council publications - e.g. information brochures, calendars, venue branding, and even engagement projects being carried out by community services and other service departments.
COMMUNICATIONS PLAN CHECKLIST {27} WEB PUBLICATIONS AND SOCIAL MEDIA Campaign stage Start Season 1 Season 2 Season 3 Season 4 DYOB web page A community portal to the campaign. See ‘Checklist for Your DYOB Web Page’ below. Facebook A stand alone Facebook presence for DYOB is recommended. Check with Council policy and any existing council Facebook pages. Establish a DYOB branded web page on your website Establish a branded DYOB Facebook fan page Refresh and update • Survey outcomes • Comp. winners Build fan base • Refresh Refresh and update • Featured attractions Build fan base • Refresh Refresh and update • Featured attractions Check in with fan base (mini survey) • Refresh Refresh and update • Featured attractions Keep building • Refresh Linked In Evaluate Because the DYOB campaign is essentially about visitation, a presence on Linked In is another way to engage with the wider population, especially businesses influencing the visitor’s experience. Dialogue tools Evaluate The suitability of additional tools such as blogs, and using Facebook and Linked In to generate dialogue and encourage posting of testimonials will depend on council policy and most significantly, on your organisation’s ability to maintain the dialogue. Web 2.0 doesn’t work if you don’t work it. Tagging and web searches Evaluate Other tools such as Google Maps, Trip It and a range of others can be used to highlight specific attractions and features, and generate testimonials. These are also useful for monitoring progress of the campaign for key attractions. SOCIAL MEDIA AND COUNCIL POLICIES Councils will have different policies for the use of social media. Contact the Municipal Association of Victoria for information on a generic social media policy for councils. CHECKLIST FOR YOUR CAMPAIGN WEB PAGE • DYOB branding - logo • Describe purpose of the campaign, calls to action, etc. • Set up the page so that attractions are featured on a monthly basis, and the seasonal campaigns get full back up. • List of useful links - Links to other parts of the council’s website or third party websites, e.g. calendar of events, pages about the attractions, directories, tourism industry and operator websites, accommodations, etc.
Page 1 and 2: discover your own backyard TOOLKIT
Page 3 and 4: We all have friends AND relatives {
Page 5 and 6: WHY DISCOVER YOUR OWN BACKYARD? {5}
Page 7 and 8: WHY DISCOVER YOUR OWN BACKYARD? {7}
Page 9 and 10: THE local ECONOMY and Visiting FRie
Page 11 and 12: THE VISITOR EXPERIENCE MAP {11} Thi
Page 13 and 14: discover your own backyard Communic
Page 15 and 16: AUDITING YOUR BACKYARD {15} Before
Page 17 and 18: WHAT DO RESIDENTS THINK? {17} CREAT
Page 19 and 20: TOP ATTRACTIONS {19} With an audit
Page 21 and 22: KEY MESSAGES {21} The bottom line o
Page 23 and 24: YOUR OWN PEOPLE {23} Integrating Di
Page 25: COMMUNICATIONS PLANNING {25} The fo
Page 29 and 30: COMMUNICATIONS PLAN CHECKLIST {29}
Page 31 and 32: THE DISCOVER YOUR OWN BACKYARD COMM
Page 37 and 38: MEDIA RELEASe resources {37} Launch
Page 39 and 40: Discover YOUR OWN BACKYARD STYLE GU
Page 41: Discover YOUR OWN BACKYARD STYLE GU

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