2013 DCBA Strategic Plan - Destination Cape Breton Association

leveraging their Market Portfolio Analysis, which is a model that rates and ranks markets againsttheir market potential.Investing in the media sources that provided the strongest visitor recall and quality of websitevisitation. Quality is measured by bounce rate and time on site.Refresh Cbisland.com with stronger content and imagery, and enhancement of signature pagesreflecting our natural and experiential icons, i.e. Cabot Trail, Fortress of Louisbourg, Artisanexperiences, etc.Significant attention to be paid to SEO, organic and paid searches regarding Cbisland.comrelated content. A full site analysis has been completed and recommended improvements areunderway concurrent with the website refresh.Our VIC staff will be receiving consultative sales training for the 2013 and onward. Based on thefindings of the Nova Scotia 2010 Visitor Exit Survey, we know that visitors are significantlyimpacted through their visits to our VICs. Some supporting statistics of how they are impactedare:oooo61% learned of an event, activity or area of the province they were not aware ofcurrently34% took part in an event or activity as a result of their visit31% visited a different area of the province as a result of their visit4% extended their stayUnderstanding the impact on length of stay and participation in events, the staff will receivetraining using the BURC methodology. BURC stands for:ooooBuilding rapport – thanking the visitor for coming to CBI, showing interest in their visitorparty, etc.Uncovering clues – Where is the visitor from, how long do they plan to stay, what dothey have planned for their activities, what are they most interested in doing?Recommendations – based on what clues were uncovered, recommend appropriateexperiences including at least one purchasable experience. When applicable,recommend increased stay and offer to help with bookings (i.e. couple here for the firsttime planning on driving the Cabot Trail in one day – recommend activities based ontheir interests that fill at least one additional day and assist with accommodationbooking)Close the visit by confirming that all needs were met and again thanking the visitor forchoosing our island for their vacationCALL to action – in partnership with Golf Cape Breton, a concierge booking representative willbe hired for the season to manage booking and travel inquiry calls. A toll free number (TFN) willbe obviously displayed on both websites and be the call to action for Golf to inquire/book golfpackages and associated experiences, and the call to action for all packages, experiencebookings or inquiries for general travel on Cape Breton Islando The concierge representative will have a sales focus and be well versed in CBI travel andour golf product. Their objective will be to complete bookings and increase purchasableexperiences and length of stay using a consultative sales approach.24