2013 DCBA Strategic Plan - Destination Cape Breton Association

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To increase VIC staff product knowledge and sales skills to encourage longer travel visitation andincreased spendSalesTo increase participation from operators in DCBA initiativesTradeshow Participation with qualified resultsTacticsOperatorsTo create a “toolbox” type resource for user friendly access to all that is DCBA and its opportunities. Thiswould be a mixed media resource tool that would encompass all the opportunities available tooperators and assist them in not only reaching their goals but the marketing goals of DCBA.Included in the “Toolbox” would be the following items (option of printed info as well as electronic)DCBA contact numbers and infoDCBA – website info Dcba-info.com Cbisland.comDCBA – social media info as well as dedicated social media group just for their interactionhttps://www.facebook.com/TourismCB?fref=tshttps://www.facebook.com/pages/Our-Cape-Breton/449318975092463?fref=ts“Cape Breton Tourism Toolbox” Monthly newsletter - (1 newsletter to engage operators and VICstaff)Login info for website profile/package updates/website linksTips for using/updating profile and packagesGuidelines for how to create a winning packagePartnership/Buying opportunities within DCBA (Travel Cape Breton, cbiland.com-bannerads/Halifax kiosk LCD Advertising-Brochure placement (replace with QR Code directory)/LocalVIC – LCD advertising/Trade show partnership opsIndustry Season Targets – how to make them work for you – Louisbourg 300, New Waterford100, 40 th Action WeekHow to engage your VIC to work for youDCBA, SIR will work with the municipality contacts around the island to deliver this toolboxinformation through information sessions as well as to “hand it out to all operators”.SIR will also meet with 50 operators (10 from each region) to build better relationships, gatherfeedback as well as best practices/stories to be shared back to the whole throughnewsletter/social media.To complete one on one visits over a two week period while documenting the experiencethrough video/pictures and blogging, for social media content and more industry interaction“Ross’ Road Trip!” (In conjunction with the Business Community VIC events- see below)77
Business Community Member EngagementJune open air forum/mixers/BBQ’s @VIC’s in the five regions to engage the membership bodies ofcommunity business/community organization – to engage them as to how they can help to support,encourage, interact and benefit from promoting tourism activities in CB. (Chambers, Development Ass,Kiwanis clubs, Rotary clubs, JCI)VIC’sUse a similar “Toolbox” resource tool for the VIC’s to give them ease of access to experiences, packages,specials, and operators, giving them tools and opportunities that they can share/sell easily and quickly.The following items would be included in the VIC “Toolbox”Point form mission/focus of DCBA for the new seasonDCBA contact numbers and infoDCBA – website info Dcba-info.com Cbisland.comDCBA – social media info as well as dedicated social media group just for their interactionhttps://www.facebook.com/TourismCB?fref=tshttps://www.facebook.com/pages/Our-Cape-Breton/449318975092463?fref=ts “Cape BretonTourism Toolbox” Monthly newsletter - (1 newsletter to engage operators and VIC staff)Technology will allow staff to interact and sell to visitors by being connected to packages/operators.Technology could also allow interconnectivity between travelers on the mobile site and the VIC’s bybeing able to:Locate the closest VIC through mobile siteOne touch calling to the VIC I want to get to (can I pre-arrange to have information waiting forme?)SalesBy including the access for partnership opportunities in the “Cape Breton Tourism Toolbox” operatorswill be able to review all of the opportunities provided to them. This will enable buying fast and smarterwhich is important for smaller operators and they can pick and choose which fits them. It will alsoenable them to plan their budgets for these opportunities in for the next calendar year.Collaborating closely with the VIC staff and monitoring visitation results as closely as possible, the SIRrepresentative will continually monitor results from the VIC consultative sales approach outlined in thestrategy document.78
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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
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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 and 76: Promotion of Experiences and Packag
Page 77: APPENDIX ECommunications and Sales
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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