2013 DCBA Strategic Plan - Destination Cape Breton Association

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In 2013, DCBA’s objective is to identify those recommendations in which we can support, and maintainstrong relationships with working groups and municipalities throughout the implementation processwith recommendations we are directly and indirectly involved with.DCBA will work closely with the Municipality of the County of Inverness and operators along the CeilidhTrail to:Coordinate the creation of a Hidden Gems listing,Coordinate the creation of a “Best of the Ceilidh Trail” listing, andCoordinate the creation of “locals know” itineraries for website and other promotional use.The combination of these three items will form a “locals know” for each trail on the www.CBIsland.comwebsite.A form has been sent to all participants of the preliminary Ceilidh Trail meeting to begin populating the“Best of the Ceilidh Trail”. Furthermore, any submissions of “locals know” itineraries will be filteredthrough the local VICs to DCBA.DCBA will engage Roger Brooks and his team to Cape Breton Island in 2013 to assess a new geographicregion the Cape Breton Regional Municipality.Website (re)development (tt.com): In 2012, DCBA recognized the importance of enhanced webpresence for all Cape Breton Island operators. As a result, and in partnership with ECBC/ACOA, DCBAadministered a website (re)development program for 20 tourism businesses on the Island. Our role wasto financially assist operators in the development and redevelopment stages of their website that wouldhelp better promote their product offering. The first component of the (re)development programrequired participants to undergo a thorough website assessment through TIANS. In a follow-upquestionnaire, all but one 2012 TourismTechnology.com participants expressed complete satisfaction inboth the quality of the TT.com report and consultation as a whole.As in 2012, DCBA recognizes and maintains our support in terms of the need for website developmentand redevelopment assistance and an enhanced online presence. In 2013, DCBA will ensure all websiteredevelopment work from 2012 operators/organizations is completed within the specified time frame asindicated in the participants’ Website Redevelopment Policies (one calendar year from date of offer).*The tt.com program is presently under review by Tourism Atlantic and their respective programpartners. Once the new program is launched, DCBA will endeavour to work with TT.com on any newand/or enhanced online/website program.Strategic Tourism Expansion Program (STEP): STEP is an ‘off the shelf’ solution that guides communitiesthrough a strategic process of building and executing a STEP Forward Sustainable Tourism Plan thatincorporates experiential product development.A STEP program includes working with a qualified consultant to guide the community through the 6-stepprocess that results in a STEP Forward Sustainable Tourism Plan.17
At the end of the process, the STEP community will understand the actionable items in destinationdevelopment; the changing tourism trends in the industry; have the tools and knowledge to createexperiential products; have actionable, sustainable tourism community plan; have a network andsteering committee of community leaders and stakeholders engaged in executing the STEP ForwardSustainable Tourism Plan; and be recognized formally as a STEP Community graduate.In 2013, DCBA will continue to offer administrative support to the two STEP communities, Louisbourgand Baddeck, that are currently participating in the program.Canadian Signature Experience Collection: The Nova Scotia Tourism Agency has identified the CanadianSignature Experiences Collection, through the Canadian Tourism Commission (CTC), as a key priority inproduct development going into 2013. In turn, DCBA will work with industry and Municipal partners toidentify and recommend 2-3 experiences for consideration into the program. Note that while anyeligible company is encouraged to apply, to ensure the Collection meets the market demands, priority in2013 will be given to: urban, culinary, and cultural experiences and businesses that sell through traveltradechannels as identified by the CTC as priorities in their2013 Application criteria. (Appendix C)Workshops and other training opportunities: Workshops and training opportunities remain prioritiesgoing into 2013. DCBA will deliver five industry workshops on topics such as experiential tourism andpackaging in conjunction with Dr. Nancy Arsenault, The Tourism Café, and potentially Experience PEI.DCBA will also align with the Nova Scotia Human Resource Council to assess the training needs of CapeBreton Island operators. The objective for 2013 is to define the scope of the research, assess the needsof our operators, determine the availability of existing resources (e.g. Emerit certification), develop aplan for 2014, and identify key partners/players to work closely with throughout the execution process.Priorities for the development of experiences in 2012:i. Provide industry with access to information and tools they can use through www.dcba-info.com(Experience Nova Scotia: A Toolkit; experience & packaging workshops with NS Tourism ProductDevelopment; Tourism Atlantic Toolkit).ii. Support operators’ efforts to enhance their existing product offering through the use of the “12Essentials” (educate industry through dcba-info.com, workshops, AMR, etc.)iii. Work closely with partnering organizations (RANS, Taste of NS, TIANS, etc.) to identify and takeadvantage of development programs already in placeiv. Based on AMR operator feedback, focus on areas that will increase the market-readiness ofexperiences including:a. Business plan development,b. Signage,c. Façade,d. Development of a clear positioning statement,e. Staff training, andf. Retail design.v. Provide support to all operators who participated in the AMR program in 2012 (realize prioritiesand work with industry partners to identify programs already available).vi. Encourage partners to participate in training and educational opportunities (Edge of the Wedge,GMIST, best practices missions and market readiness programs), and ensure that allopportunities are promoted through www.dcba-info.com.18
Page 3 and 4: Destination Cape Breton Association
Page 7 and 8: BackgroundIn January 2010, Destinat
Page 9 and 10: o Total of 7 experiential tourism a
Page 11 and 12: ooKelsey Peters, DCBATera Lee - Fra
Page 13 and 14: Donelda’s Puffin Boat ToursFigure
Page 15 and 16: 1.3. Go Forward - Ensuring After-Ca
Page 17: 5 of 11 operators (45%) would benef
Page 21 and 22: 2.0 2013 Marketing Agenda2013 marks
Page 23 and 24: See Places of 2013” by National G
Page 25 and 26: leveraging their Market Portfolio A
Page 27 and 28: The marketing investment in Halifax
Page 29 and 30: DCBA worked with Ambassatours / Gra
Page 31 and 32: Visual improvements to the quality
Page 33 and 34: island - in June from The Fortress
Page 35 and 36: FACEBOOK - WWW.FACEBOOK.COM/TOURISM
Page 37 and 38: • Community is 1,774 twitter user
Page 39 and 40: esults of Pinterest as a viable con
Page 41 and 42: 2013 Marketing PartnershipsIn early
Page 43 and 44: 3.0 Visitor ServicesCape Breton’s
Page 45 and 46: 3.1.1 Goals for 20121. Consultant t
Page 47 and 48: Increase the number of visitors to
Page 49 and 50: APPENDIX AProduct Development Commi
Page 51 and 52: 4. Rework your marketing budgets -
Page 53 and 54: 17. Fix the kiosks you put up four
Page 55 and 56: 10. Make it obvious when your busin
Page 57 and 58: APPENDIX DLouisbourg 300 Marketing
Page 59 and 60: I. OVERVIEWThe 300 th anniversary o
Page 61 and 62: III. TARGET AUDIENCEThe target audi
Page 63 and 64: situation. Authentic Experiencers w
Page 65 and 66: Television advertising will include
Page 67 and 68: Out of HomeTo complement the other
Page 69 and 70:
A contest provides a way to not onl
Page 71 and 72:
The microsite should also have a
Page 73 and 74:
Apr-SepRadio20,000 Negotiate media
Page 75 and 76:
Promotion of Experiences and Packag
Page 77 and 78:
APPENDIX ECommunications and Sales
Page 79 and 80:
Business Community Member Engagemen
Page 81 and 82:
Product DevelopmentTo heighten the
Page 83 and 84:
NewslettersCreate and distribute re
Page 85 and 86:
APPENDIX GMarketing Committee Chang
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2013 DCBA Strategic Plan - Destination Cape Breton Association

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