2013 DCBA Strategic Plan - Destination Cape Breton Association
2013 DCBA Strategic Plan - Destination Cape Breton Association
2013 DCBA Strategic Plan - Destination Cape Breton Association
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<strong>2013</strong> Marketing PartnershipsIn early <strong>2013</strong>, <strong>DCBA</strong> commenced meeting with stakeholders from several of the organizations offeringkey experiences on <strong>Cape</strong> <strong>Breton</strong> Island including Celtic Colours, Celtic Heart of North America, Golf <strong>Cape</strong><strong>Breton</strong>, <strong>Cape</strong> <strong>Breton</strong> Center for Craft and Design and <strong>Cape</strong> <strong>Breton</strong> Resorts in an effort to engage inmarketing partnership opportunities and cooperatives henceforth complementing each other’sstrategies.Several synergies for alignment between the groups resulted during the initial meetings includinggeographical targets of Halifax and area and Ontario as well as some past and current marketingchannels.The following starting objectives were defined for year one of the partnership:• Sharing of key words for Google Adwords buys between partnership members so as not topurchase competing words or drive up each other’s cost per click• <strong>DCBA</strong> to share details of our marketing campaign and opportunities to share costs i.e. offeringsections of our Chronicle Herald ads to key partners which will complement our messagePending the results and participation <strong>2013</strong>, the group will look to further develop the partnership in yeartwo by collaborating more closely on marketing strategies and media buys.The marketing partnership between <strong>DCBA</strong> and Parks Canada continues for <strong>2013</strong>.For 2012, thepartnership was in the form of a contribution agreement through which Parks Canada provided $50,000to <strong>DCBA</strong> to support the promotion of the Island including Parks Canada experiences, in particular LB300.An additional $50,000 is anticipated for <strong>2013</strong> which will be entirely dedicated to the LB300 marketinginitiatives.Promotional Items:Promotional products are something that many Tourism <strong>Association</strong>s use to put their message in thehands of visitors. <strong>DCBA</strong> will have promotional products on hand for our visiting public as well as specialpromotional items for our travelling media. These promotional products will be used for M&C, MediaFam tours, tradeshows as well made available to our industry partners for special events. Allpromotional items will have the same brand and consistent messaging.<strong>2013</strong> ResearchThe Travel Intentions Survey and the Conversion Study will continue in <strong>2013</strong>. Various distributionmethods will be tested with the goal of increasing our number of survey responses and quantity of data.Tests will include the time of delivery to the web visitor (instantly vs. 30 seconds into the visit) as well asfrequency of offering the survey when the web visitor has refused to partake on the first visit.40
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