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Agenda - Niagara Peninsula Conservation Authority

Agenda - Niagara Peninsula Conservation Authority

Niagara

Niagara Peninsula Conserv¿tion Audrority Marketing Phn for Ball's Falls Consery¿tion Area Headspring Marketing Desigr I Quorum CREATE NEW SOURCES OF REVENUE In addition to re-evaluating entrance fees, \üe recommend that NPCA consider aggressively explodng new sources offevenue, such as: Inclusion of a czfé/ g¡ft shop in the Ball Family home/gardeî during peak ^tetperiods and special events (run by same vendor(s) who win RFP for catering andf or the gift shop) ¡ t ¡ ¡ I Sale of Ball's Falls, NPCA merchandise and selected erea c¡afts and touristspecific products Sponsorship program Donations Fundraising events Education matket fees Vending of water, juices, and soft drinks þut nottn plastic containers of any kind) ORGANIZATIONAL CAPACITY & HUMAN RESOURCES REQUIREMENTS In our opinion, NPCA does not currendy have the orgarizaional capacity to implement the marketing plan detailed herein. The current mânagement saff of the otgantzaion has no more time available to implement the plan with existing priorities and workloads, despite having some expertise in this arca and a deep commitrnent to the properry. Without the addition of experienced staff to implement this plan, the stated goals and objectives are unlikeþ to be achieved with success. !7e recommend the cteation of at least one to assist in the development and implemenation of marketing progtams and activities. However, if budget does not allow for additiond søfl extemal support from a marketing and communications firm with expedence in conservation and the envitonment should be sought to help develop and implement many of the plan's recommended priority programs. Page 20

Niagara Peninsula Conseration Auúority Marketing Phn for Ball's Falls Con¡ervation Area Headspring Marketing Dcsþ lQuorum BENCHMARKS & F/ALUATIONS ¡ Visitor tracking and surveys (select benchmark dates) I Numbe¡ of paid visitots, by markeq audience, demographic c tegory I Âdmission fees revenue r NPCA/BFCA/Twenty Valley,tq'areness Survey and Focus Gtoups ('e., follorr up telephone sr¡rvey poll 12 to 18 months from 2010 survey) r Website analysis (e.g., unique visits, visitations (repeat visits), online survey participation rates, inquiries, downloaded documents, visited Pages, membership registration) ¡ Media covemge (e'g., volume, content' tone, audience teacÐ I Tracking of generd inquiries to NPCA, Toudsm Niagara, etc. Page 2l

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