2013 DCBA Strategic Plan - Destination Cape Breton Association

Search Engine Optimization (SEO) is based on two elements – on-page and off-pageSEO. On-page begins with researching relevant key words and then incorporating theminto page URL’s, page titles, page headers, body content, etc. on the website. Off-pageSEO deals with creating links to the site from other sites. Over time, these tactics willensure the ranking is high for the site through Google’s algorithm.The Louisbourg 300 site should be optimized to rank high for relevant terms with onpageSEO tactics, while off-page tactics may be employed such as encouraging tourismoperators to add a link to the page to their websites, ensuring there are links to thewebsite in relevant places like NovaScotia.com.Partner PromotionsDestination Cape Breton, the Nova Scotia Tourism Agency and Parks Canada all havesignificant campaigns that will be providing opportunities to promote Louisbourg 300. Forexample, NSTA is placing a media buy in the Montreal market that will include television,newspaper, out of home and digital promotion. Parks Canada nationally is attending consumershows and organizing various promotions including Canada Day in Ottawa and a promotionduring a Toronto Blue Jays game. DCBA is promoting Louisbourg 300 as a featured event inmuch of its campaign for 2013. In addition, partner promotions will include:NovaScotia.com and CBIsland.comBoth websites of these partners draw a substantial amount of visitation and they eachprovide opportunities to promote Louisbourg 300. Both DCBA and NSTA have plans tohighlight Louisbourg 300 within their websites, social media channels, e-marketingcampaigns, etc. In discussions with NSTA, they just need content in the form of images,blogs and packages/experiences to fully promote Louisbourg 300.Consumer ShowsSaltscapes Expo is Atlantic Canada’s fastest growing and immensely popular consumershow is custom designed for the prosperous Atlantic Canadian consumer. Over 85% ofSaltscapes visitors plan on taking a vacation in Atlantic Canada in the year they attendthe Expo. Destination Cape Breton is organizing a Cape Breton presence that willinclude animators from the Fortress of Louisbourg. For this show, a contest may beemployed to capture contact information, particularly email addresses, for follow-upmarketing purposes.Contesting67