2013 DCBA Strategic Plan - Destination Cape Breton Association

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