2013 DCBA Strategic Plan - Destination Cape Breton Association

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oAll visitor interactions will be documented through Survey Monkey so that results andanalysis is readily available and be used frequently to understand visitor desires andmodify the approach as necessary to maintain results2.2.1 Sales and Industry RelationsIn 2012, DCBA contracted a Sales and Industry Relations Representative. Recognizing the need for moreconsistent two-way communication with our industry partners, engagement of industry in DCBAsupported marketing opportunities, and support for the conversion-based visitor objectives, therepresentative was contacted to assist in filling these requirements. Further details for this position areoutlined in Appendix E2.2.2 Target MarketsHalifax and area and OntarioHalifax and Ontario will be our key geographic regions for DCBA marketing for 2013 based on 2012research results. Of the Canadian visitors to the website which represent 68% of the total, 35% werefrom Ontario and 34% from Nova Scotia.According to the 2012 Travel intentions survey, visitors to our website break down as follows:Overall Visitation to websiteCanadian Website Visitation28%4%68%35%30%25%20%15%10%5%0%CanadaUnited StatesOtherFigure 6 – Web Visitor Geographic25
The marketing investment in Halifax and area will include traditional and non-traditional methods whiledue to the investment required to penetrate traditional markets in Ontario, our investment in thatregion will be specifically online.2.2.3 Niche MarketsNiche markets are areas of our marketing efforts that work to satisfy a specific set of needs from ausually smaller, and more engaged demographic than the mainstream leisure markets. Each of theniche markets will have a specific approach and management focused on the specific market. The goalsfor each Niche market are outlined below and will be measured in cooperation with our partners toevaluate and assess Niche Market results and opportunities.The three niche markets that DCBA will work with are:Golf Cape BretonGolf Cape Breton while independent of destination Cape Breton as a funded body operates in completealignment with the research will drive product development that in turn will drive marketing continuum.The Director of Golf Marketing for the golf course partners of Golf Cape Breton is located within theDCBA office and capitalized directly on many of the co-op opportunities that exist.Many elements of the new and strategic marketing plan for Golf Cape Breton have been completedsince its completion in 2011 to lay the foundation for future marketing initiatives. An economic impactstudy, completed by TM Solutions Inc., indicated that the Cape Breton golf industry has an annualeconomic impact of $9 million. A new website was designed to more effectively promote the Golf CapeBreton product and was complemented by new photography that showcases the consortium courses.Golf Cape Breton also embarked on an aggressive media relations strategy to capitalize on the openingof Canada’s First True Links course, Cabot Links. This resulted in an increased awareness of the product,a heightened media interest that generated $4.2 million in earned media that featured Cape Breton golfand provided a springboard for this year’s marketing initiatives. Our perception as a ‘hot’ golfdestination has also created opportunities for high-level events and the development of a Festival ofGolf.The overarching goal of Golf Cape Breton’s marketing efforts was to increase green fees. The 2012season saw an increase of 42.7% overall in paid green fees over 2011.Golf Cape Breton Goals for 2013: To increase green fee rounds and revenue on Golf Cape Breton courses by 10% or approximately4000 green fee rounds. To increase market awareness through advertising, events, partnerships, media relations andpublic relations. To increase website visitation by 20% to 21,000 and website conversion to 20%. To continuously demonstrate the value and impact of Golf Cape Breton to Cape Breton, NovaScotia, Atlantic Canada and Canadian economies by showing economic impact through the saleof golf packages, events and activities.26
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 and 18: 5 of 11 operators (45%) would benef
Page 19 and 20: At the end of the process, the STEP
Page 21 and 22: 2.0 2013 Marketing Agenda2013 marks
Page 23 and 24: See Places of 2013” by National G
Page 25: leveraging their Market Portfolio A
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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