2013 DCBA Strategic Plan - Destination Cape Breton Association

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VI. BUDGETItemTotalTelevision $185,000CTV Live at 5 / Evening News 15,000Newspaper 130,000Specialty Publications 25,000Radio 20,000Out of Home 30,000Google and Facebook Advertising 20,000Search Engine Optimization -Online Advertising -Nova Scotia.com and CBIsland.com -Consumer Shows 20,000Contesting 10,000Microsite -Social Media 2,000Email Marketing 2,000Promotion of Experiences and Packages -“Buy Now” Call to Action -Indicator Tracking -Travel Intention Survey 1,000Conversion Survey 1,000Expenses 2,000Contingency and Provision for HST 38,000TOTAL $500,00075
APPENDIX ECommunications and Sales StrategyCommunication & Sales Strategy for 2013BackgroundDCBA created the Sales and Industry Relations (SIR) position to engage operators on a new integratedlevel, become a liaison between industry and the organization responsible for tourism, to increaseawareness of and participation in partnership opportunities, and to increase both partnership andtourism revenues.The Sales and Industry Relations Representative will be focused on creating a community relationshipbetween the organization, operators, industry partners and the VIC’s. SIR will also provide support,guidance, training and resources to attract new travelers, expertly service those travelers, while gettingthem to stay longer and spend more.Strategic ObjectivesIndustryTo Increase awareness of DCBA activities and opportunitiesTo increase touch points and encourage two way communication via online, social media,information sessions and one on oneBusiness Community Member EngagementTo access the business associations/community groups/ membership bodies to help promote/create atourism mindset with in their communities. Chambers, Development Ass, Kiwanis clubs, Rotary clubs,JCI ectVIC’s76
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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
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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 and 74: Apr-SepRadio20,000 Negotiate media
Page 75: Promotion of Experiences and Packag
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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