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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V. ACTION PLANThis Action <strong>Plan</strong> outlines the specific steps to be taken to implement the advertising andpromotional plan, the timeline, and the budget for each item.LureTacticTelevision Negotiate media buy Book spots Ensure ad content is delivered Run campaigns Review results and adjust as necessaryTimelineApr 5Apr 8Apr 10Apr 22-Aug 16Budget185,000CTV Live at 5 / Evening News Set date for broadcast Arrange logistics with Parks Outline story ideas Ensure social media promotion of broadcasts Assist in broadcast, as neededNewspaper Negotiate media buy Book placements Develop creative schedule Ensure ad content is delivered Run campaigns Review results and adjust as necessaryApr 22-Aug 16Apr 26May 24May 24Early-Mid JunMid JunApr 12Apr 15Apr 20May-SepMay-Sep15,000130,000Specialty Publications Negotiate media buy (for items not yet placed) Book placements Ensure ad content is delivered Run campaigns Review results and adjust as necessaryMay-SepApr 5Apr 5Apr 20Apr-Sep25,00071
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