2013 DCBA Strategic Plan - Destination Cape Breton Association

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APPENDIX FGolf Cape Breton StrategyDraft Strategy April 2012-March 2013VisionCape Breton is the best golf destination in Canada.MissionGolf Cape Breton will serve its members by assisting with the enhancement of their experiencesand brands, increase members’ revenue and by bringing light to the economic impact and valueof golf to Cape Breton Island.Strategic Objectives:1. To make business decisions based on sound research.2. To heighten the experiential and brand value of Golf Cape Breton3. To increase market awareness resulting in the generation of increased consumerinquiries, sales and revenue.4. To assist members in fulfilling customer demands.5. To continuously demonstrate the value and impact of Golf Cape Breton to Cape Breton,Nova Scotia, Atlantic Canada and Canadian economies.Tactics
Product DevelopmentTo heighten the experiential and brand value of Golf Cape Breton.To assist members in fulfilling customer demands.Destination Cape Breton now offers a full product development plan and will be engaging GolfCB in the services they will provide, including: Filter each golf experience through the 12 Essentials of Cape Breton Travel Experiencesassessment tool. This will serve to enhance the experiences and brands of the individualconsortium members. Work with a Tourism Development Officer with the Department of Economic and RuralDevelopment and Tourism to facilitate workshops in each course community, inviting allexisting and potential accommodations partners. Engage product development staff from Destination Cape Breton to conduct theassessment with each member of Golf CB. Create a uniform level of knowledge and skill sets amongst the members and theiraccommodations partners in relation to packaging and inventory and skillsmanagement. Create pre and post packages for the Telus Skins Game being hosted at Glen Arbour GolfCourse from July 29-31, 2012.Engage Golf Cape Breton course staff in a one day product development/motivationalworkshop to strengthen strategy and share other course ‘stories’.Tentatively set for Thursday April 26 th or Friday April 27 th . Baddeck location.Develop a set of workshops reflecting branding, media relations, product andexperiences to assist in messaging continuity for consumers and media.Ensure Golf Cape Breton call to action is 100% responsive at a level that is integrated,manageable, and consistent and is tested (mystery-shopped) on a regular basis.Staff the Golf CB phone line to facilitate purchase of golf packages, tee times andaccommodations in conjunction with established and new industry partners.MarketingTo increase market awareness resulting in the generation of increased consumer inquiries, salesand revenue.To continuously demonstrate the value and impact of Golf Cape Breton to Cape Breton, NovaScotia, Atlantic Canada and Canadian economies.
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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
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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 and 78: APPENDIX ECommunications and Sales
Page 79: Business Community Member Engagemen
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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