2013 DCBA Strategic Plan - Destination Cape Breton Association

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TABLE OF CONTENTSPageI. Overview 2II. Goals and Objectives 3III. Target Audience 4IV. Strategy and Tactics 7V. Action Plan 14VI. Budget 1657
I. OVERVIEWThe 300 th anniversary of the founding of Louisbourg is a major milestone in the history of CapeBreton Island and a reason to celebrate with a major event that Parks Canada has identified astheir main national event for the year – Louisbourg 300. From April to December in 2013, avariety of events and experiences will be held as part of this signature event. It represents awonderful opportunity to showcase this national historic site, renew its position as a majortourism icon and increase visitation for Cape Breton Island.In its key role of marketing the celebration, Destination Cape Breton Association (DCBA) hascontracted Terry Smith of ICON as project manager to oversee media purchasing, promotionalactivities and relationships with stakeholders as pertaining to the promotional initiatives. Thestakeholders include Parks Canada - Cape Breton Field Unit, Fortress of Louisbourg Association,Destination Cape Breton, and the Nova Scotia Tourism Agency.The advertising and promotional plan for Louisbourg 300 has been developed followingconsultations with the key stakeholders. The discussions revealed what has been planned froman advertising and promotional perspective, what has been committed, and how variouscomponents of the campaign may be complementary. Subsequent contacts and meetings wereheld with key media outlets, including television, newspaper, radio, outdoor and specialtypublications. In addition to these consultations and discussions, a review of backgroundinformation was undertaken, including marketing strategies, market research, etc.The information gleaned in this consultation and research review has led to the creation of thisadvertising and promotional plan. The plan includes:Goals and objectivesThe target audienceStrategic directionRecommended channels and tacticsAction planA proposed budgetThe plan is designed to be a living document that has some flexibility. For example, if resultsshow that a particular media channel is not producing results, the plan may be adjusted to placegreater emphasis on the channels that are working. As well, the plan allows for specific mediaoutlets to provide proposals that, after close examination, may be deemed to be highly effectivefor achieving the goals of the campaign and warrant adjustments to the specific channels beingemployed. However, despite allowances for changes within specific media outlets, the overallstrategic direction of the plan will be maintained.58
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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 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: APPENDIX DLouisbourg 300 Marketing
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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