Business/Marketing Plan - City of Brantford

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tourism brantford2011-12 Business/Marketing Plan: “Connecting & Building Together”table of contents ______________________________________________________________________________________Introduction 2Key 2010 Initiatives 3Tourism Performance: National, Provincial, Local 4Priority Focus 6Environmental Scan 7Key Issues to be Addressed 82011/12 Assumptions 8Opportunities & Threats: External 9Strengths & Weaknesses: Internal 10Strategic Linkages 12Market Priorities 15Marketing Strategy By Market 17- Travel Trade/Group 17- Meetings and Conventions 18- Leisure 19- Cultural Tourism and Development 21- Travel Writer/Media and Communications 22- Sport Tourism 23- Visitor Services 242011/12 Marketing Opportunities & ServicesPartnerships & Memberships 32Committees 33Staff Team 36References 36Acronyms/Abbreviations 37_______________________________________________________________________________________________________________Tourism Brantford 2011-12 Business/Marketing Plan page 1 519. 751.9900
introduction _______________________________________________________________________________________________Tourism Brantford is pleased to present the 2011-12 Business/Marketing Plan: “Connecting & Building Together” forthe Economic Development & Tourism Department - Tourism Brantford division.Building on past achievements of both Tourism Brantford and the local tourism industry, the focus of the 2011-12Business/Marketing Plan is on marketing activities within six key sectors and corresponding destination managementefforts. This plan outlines the individual objectives, strategies and tactics that the division will apply and implementfor each marketing activity throughout the coming year, including various 2011-12 marketing opportunities availablethrough Tourism Brantford. Opportunity descriptions list key programs being offered, their associated timing andparticipation details - all featured on www.discoverbrantford.com/partners.Tourism Brantford, in conjunction with the Tourism Advisory Committee, will continue its grass-roots communicationsprogram, which promotes the positive spirit of the community, the value of tourism in contributing to economicprosperity and thereby enhancing the quality of life for residents.mission statement“Tourism Brantford is adestination marketing organizationthat seeks to effectively market themultitude of unique attractionsin Brantford and area to maximizetourism potential.”The Sector Specific Marketing Working Group of the TourismAdvisory Committee’s input was instrumental in the development ofthe 2011-12 Business/Marketing Plan.SERVICE DESCRIPTIONFor 17 years, Tourism Brantford has served as Brantford and area’sleading Destination Marketing Organization, providing strategicdirection in the development of the area’s tourism industry. Top divisionalpriorities incorporate business retention and expansion withthe intent for the local tourism industry to function as animportant economic engine, enriching both the quality of life andoverall wealth of Brantford and area.Tourism Brantford’s mandate falls within the municipal structure of the Corporation of the City of Brantford. TourismBrantford is part of the Economic Development Department, which is under the auspices of the CommunityDevelopment Commission.TOURISM BRANTFORD’S CULTURETourism Brantford staff embody a culture of excellence. The staff unit focuses on programs that are results-oriented,reflective of the community that is served, positioned to succeed and built on partnerships. Tourism Brantfordprogramming is based on strong communications links within the division, and includes the establishment of targets,tracking mechanisms, and budgetary controls.2010 ACHIEVEMENTS/AWARDSEconomic Developers Council of Ontario (EDCO) - Marketing Awards 20101. Trails Take Flight - Grand River Country Marketing Alliance - Winner2. Destination Lure - Honourable MentionEconomic Development Association of Canada (EDAC) - Marketing Awards 2010Trails Take Flight - Grand River Country Marketing Alliance - WinnerOntario Tourism Marketing Partnership Corporation (OTMPC) - Marketing Awards 20101. Trails Take Flight - Grand River Country Marketing Alliance - Winner2. Deal or More Deal OMCA Luncheon Event - Southern Ontario Tourism Team - Finalist_______________________________________________________________________________________________________________Tourism Brantford 2011-12 Business/Marketing Plan page 2 519. 751.9900
Page 1: TOURISM BRANTFORD 2011-12Business/M
Page 5 and 6: projects:• www.heartofontario.com
Page 7 and 8: priority focus_____________________
Page 9 and 10: key issues to be addressed ________
Page 11 and 12: strengths & weaknesses: internal __
Page 13 and 14: • Brantford recognizes past accom
Page 15: 3. Continue with the implementation
Page 21 and 22: Con s u m e r / Le i s u r e 2006 -
Page 23 and 24: BR+E - Pr o g r a m Develo pment/Ca
Page 25 and 26: Strategic ActionsMar k e t i n g, C
Page 27 and 28: Strategic ActionsMar k e t i n g, C
Page 29 and 30: MEETINGS AND CONVENTIONSp Tê t e-
Page 31 and 32: ARTS & CULTUREp On St r e a m Newsl
Page 33 and 34: key partnerships & memberships ____
Page 35 and 36: NBRANTFORD • COUNTY OF BRANT •
Page 37 and 38: staff team ________________________

Business/Marketing Plan - City of Brantford

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