2013 DCBA Strategic Plan - Destination Cape Breton Association

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Hold Monday Morning Information sessions to discuss progress toward 2013 goals, providemarket updates and foster a cooperative approachIntegrate staff with marketing activities to create a pro-active culture.Provide social media training sessions for core staff.Implement a VIC satisfaction survey process to evaluate services.Extend the outreach of information gathering and sharing currently happening between VICsand operators to engage others to expand our information network.Marketing:Integrate with marketing activities to create a proactive culture.Work with industry and marketing to make it easy for potential visitors to plan and book theirvisits to and within Cape Breton.Support Cape Breton major marketing campaigns by providing relevant information andfacilitating the telling of our major stories of interest to visitors.Increase volume to Visitor Centres through cross promotion of distribution channels andintegration with marketing initiatives to maximize visitor spend.Develop and implement a promotional campaign to inform visitors of services provided at VICs.Explore additional products and services for visitors such as internet access, local crafts,souvenirs, tickets for local events and attractions.Industry:Engage others and extend the outreach currently happening between VICs and Operators toexpand information network – create a tourism culture.Develop common service standards and training for industry front line staff.Work with industry to become active in Visitor Services.Partnerships: Engage the appropriate provincial Tourism staff responsible for Visitor Servicing indiscussions on Visitor Services funding through our Partnership Agreement.MOUs and partnerships with area associations and municipalities strengthened with longtermplanning.Formalize an MOU for Visitor Information Centre/s for CBRM.47
APPENDIX AProduct Development CommitteeProduct Development Committee 2013Mary Tulle, Destination Cape BretonKelsey Peters, Destination Cape BretonJeff Stanley, Richmond CountyPaula Davis, Town of Port HawkesburyNona MacDermid, Municipality of Victoria CountyDonna MacDonald, Municipality of the County of InvernessHeather MacDougall, Cape Breton Regional MunicipalityMireille Fiset, Nova Scotia Tourism AgencyCathy MacKenzie, Enterprise Cape Breton CorporationLester Marchand, Fortress of LouisbourgLori Burke, Cape Breton Centre for Craft and DesignPaul Gallant, Acadian product representativeTracy Menge, Aboriginal product representativeTerry Smith, Celtic product representative48
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 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: Increase the number of visitors to
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

2013 DCBA Strategic Plan - Destination Cape Breton Association

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