2013 DCBA Strategic Plan - Destination Cape Breton Association

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II. GOALS AND OBJECTIVESFor the Louisbourg 300 campaign to be deemed a success, two main goals have been defined:1. Increase visitation at the Fortress of Louisbourg National Historic Site by 15%from 76,000 in 2012 to 87,400 in 20132. Contribute to a 2.2% increase in the overall number of room nights sold on CapeBreton Island over the average of the past three years to 383,333 in 2013To achieve these goals, the following specific objectives have been defined:To capture 15% of visitors to the Louisbourg 300 landing page in an email database forfollow-up marketingTo increase the social media footprint for the Fortress of Louisbourg (Parks Canada andFortress of Louisbourg Association) by 50% from a combined 3500 Facebook Likes andTwitter followers to 5250To compel 600 of visitors to the Louisbourg 300 landing page to complete a specificLouisbourg 300 visitor intention surveyTo promote specific events, experiences and packages as conversion points for thecampaignThe strategy will be designed to achieve these goals and objectives.59
III. TARGET AUDIENCEThe target audience can be defined in psychographic and demographic terms. In both cases,the audience has been defined to match the targets that are being pursued by both DestinationCape Breton Association and the Nova Scotia Tourism Agency to complement and leveragetheir larger campaigns for greater impact.PsychographicTo best define the target audience from a psychographic standpoint, the Canadian TourismCommission’s Explorer Quotient, or EQ, may be utilized. This award-winning, marketsegmentation tool has the power to change the way that travel experiences are developed,marketed, and sold. As stated by the CTC:EQ can narrow your campaign focus down to the target audience that’s most interestedin your message or product. It creates a profile of your customer and gives your internalteams and the partners they work with a common language when it comes to talkingabout their best prospects, planning campaigns, building marketing communications,buying media and delivering the products consumers are most likely to buy.EQ is one of the most innovative market segmentation tools to come from the science ofpsychographics — an evolution of the traditional field of demographics. Instead ofdefining people based on age, income, gender, family status, or education level — all ofwhich is valuable information — psychographics looks deeper at people’s personalbeliefs, social values, and view of the world. It’s a major leap forward, because thesefactors are what drive real people to seek out certain types of experiences.Although the Nova Scotia Tourism Agency uses slightly different definitions for its market,Destination Cape Breton has defined their target visitor as being similar to the Cultural Explorerand the Authentic Experiencer segments in the EQ segmentation. Each is explored in greaterdetail below.Cultural ExplorersCultural Explorers seek constant opportunities to embrace, discover and immerse themselves inthe entire experience of the culture, people and settings of the places they visit. Not content tojust visit historic sites and watch from the sidelines, they want to participate in the modern-day60
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Destination Cape Breton Association
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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 and 58: APPENDIX DLouisbourg 300 Marketing
Page 59: I. OVERVIEWThe 300 th anniversary o
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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