2013 DCBA Strategic Plan - Destination Cape Breton Association

Media and Pro Fam ToursDuring the 2011 golf season, 46 media visited Cape Breton Island, 15 of which were organizedfam tours with some of the most influential golf media from Canada and the US. The impact ofmedia generated was shown directly in website visitation and golf line/email inquiries.This year, media will remain a focus but we will extend our reach with golf pro fam tours. GolfPros are key influencers in our target market and will help to spread information to golfers whodo not actively consume golf media. The pros targeted will be from affluent golf clubs wheretours are organized to other clubs on a regular, annual basis.Advertising & AdvertorialsResulting from media relationships forged in the past year, Golf CB will be participatingin advertorials. All six courses will be featured in Fairways & Greens ‘EssentialDestinations’ offer in which their team stays in Cape Breton for a week and features a 10page spread on all of our courses. SCOREGolf TV will also do feature on all six courses,including TV, print and online ads.Advertising will continue to be a mix of traditional (print and online print components)and non-traditional (online, GoogleAds, Facebook).Development of promotional items for distribution at tradeshows and events.Implement a monitoring and evaluation tool to track circulation and measure impact.WebsiteGolf Cape Breton has contracted VERB Interactive to develop our new website, complete withtools to directly assist consumers in planning their Golf CB vacation.The goals of the improved website are to:Increased capability to book online.Enhance content (highlight media accolades, surrounding communities, etc.)Accessible photo gallery.Social MediaGolf CB Social Media has improved significantly in the past year. Media generated providessolid content and many followers are engaged. Social media initiatives will continue to growthis year with more contesting (using the Wildfire App), more content directly from courses andmore two way conversation.Increase our ‘likes’ on Facebook by 50% and followers on Twitter by 20% over thewinter/ spring months through contesting and advertising.Continue to monitor media and create content for posting.