2013 DCBA Strategic Plan - Destination Cape Breton Association

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Consumer Shows20,000 Confirm Saltscapes show needs and assist where necessaryAprContesting10,000 Confirm contest details and package items Outline rules and regulations Incorporate contest into promotions (ads, microsite, socialmedia, etc,) Conduct draw Promotion around winner(s)Apr 20Apr 30May 1-Jul 15July 15AugSampleTacticExperience Focused Microsite Develop new microsite Redirect louisbourg300.ca to microsite Translate content to French Review results and adjust as necessarySocial Media Build social media feeds into website design Define social media role for FLA Implement social media program Review results and adjust as necessaryEmail Marketing Develop template design Add form to microsite Implement email marketing program Review results and adjust as necessaryTimelineApril 30April 30May 15May 1-Oct 31Apr 30Apr 30May 1-Oct 31May 1-Oct 31Apr 30Apr 30May 1-Sep 15May 1-Sep 15Budget<strong>DCBA</strong>2,0002,000BuyTacticTimelineBudget73
Promotion of Experiences and Packages Obtain list of experiences and packages Promote experiences and packages on microsite and increative Review results and adjust as necessaryApr 30May-SepIncl in otherbudget lines“Buy Now” Call to Action Add “Buy Now” button to microsite Review results and adjust as necessaryMay-SepApr 30May-SepIncl in otherbudget linesMeasuring ResultsTacticIndicator Tracking Establish indicators and measurement procedures Begin measurement Report resultsTravel Intention Survey Design and set-up survey Analyze responses Review results and adjust plan as necessaryConversion Survey Design and set-up survey Identify incentive for participants Implement survey Analyze responses Report results in a final reportTimelineApr 30May 1May-OctMay 10May 15-Aug 31May 15-Aug 31OctOctOct-NovNovBudgetIncl within ProjectMgr role1,0001,000Dec74
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Destination Cape Breton Association
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BackgroundIn January 2010, Destinat
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o Total of 7 experiential tourism a
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ooKelsey Peters, DCBATera Lee - Fra
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Donelda’s Puffin Boat ToursFigure
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1.3. Go Forward - Ensuring After-Ca
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5 of 11 operators (45%) would benef
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At the end of the process, the STEP
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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 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: Apr-SepRadio20,000 Negotiate media
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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