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MARKETING PLAN 2011 TABLE OF CONTENTS INTRODUCTION PG 3 MANDATE AND ROLE OF MUSKOKA TOURISM PG 5 MARKET ANANLYSIS PG 7 STRATEGIC MARKETING OBJECTIVES PG 9 2011 CORE MARKETING PROGRAMS PG 11 2011 MARETING INITIATIVES PG 13 2 2011 MARKETING PLAN Introduction Growing Muskoka’s tourism industry in a very competitive international environment requires a coordinated effort and enhanced investment in marketing initiatives. The tourism industry is one of Muskoka’s largest industries and employers generating: 2.4 million person visits 1 $472 million in visitor expenditures 1 5 of the 6 municipalities in Muskoka, have the accommodation food service sector as their number 1 employer 2. Tourism accounts for 20% of all jobs and 57% of the District’s economic base2 Over the next two decades employment in the tourism sector is projected to increase to a total of 7,530 jobs (accommodation, food service, arts / entertainment and recreation industries.2 ) Employment in the primary and manufacturing sectors is expected to decline in Ontario and Muskoka over the next few years offering limited scope for expansion. 2 The tourism industry is seen to be a key driver for economic and population growth in Muskoka.2 If adequately resourced, the District’s tourism sector growth rate has the potential to be substantially higher than the total economy’s growth rate. 1 2008 Canadian and International Travel Surveys from Stats Canada CD 44 District of Muskoka 2 2009 Muskoka Economic Development Strategy – Malone Given Parsons Ltd. 3 Competitive Environment In 2009, Muskoka’s tourism industry operated in the midst of a world-wide economic recession. As a discretionary expenditure, travel is one of the first industries to be affected by an economic slow down and one of the last industries to recover. The first 8 months of 2010 has shown modest growth: Ontario’s hotel occupancy rates were up 3 % when compared to the same period in 2009 Ontario’s hotel average daily rates in the first 8 months of 2010 were up 1.2% over the same period in 2009. Supply side increases in Muskoka’s commercial accommodation sector showed no new growth in 2010. However, over the past four years Muskoka has increased the room inventory by 16% or 216,000 new room nights. This significant supply side increase is slowly being absorbed into the market place. The rise in value of the Canadian dollar has increased the deficit on the Travel Account which means more Ontario residents are spending their travel dollars internationally and fewer US visitors are spending their travel dollars in Ontario. Total international border crossings by Ontarians increased 11.2% to 17.8 million crossings during Jan- Aug 2010 compared to 2009. Ontario continues to generate more visitors to international destinations than it receives: in Jan-Aug 2010, there were 8.9 million international entries into Ontario compared to 17.8 million international border crossings made by Ontarians. Declining demand from consumers coupled with a large increase on the supply side for commercial accommodation in Muskoka has created a challenging environment for our tourism industry. For 2011, the PKF Accommodation Outlook is forecasting continued slow growth of approximately 2% in occupancy, ADR and RevPar. The Muskoka Tourism Assessment Project identified a number of issues facing tourism businesses in Muskoka: Lack of trip planning tools and availability to pre-plan and pre-pay travel. Web site enhancements are needed. While Muskoka has critical acclaim and top of mind awareness with many target markets, there is evidence to suggest that there are some markets that have no awareness of the destination Efforts to identify, attract and service visitors is under-funded Extend length of stay and increase visitor expenditures Muskoka is still primarily a summer destination. Extend tourism season. Lack of synergy and alignment in marketing efforts It is unknown if the destination delivers good service and value for money Importance of tourism is not widely understood and fully leveraged 4 Development of the 2011 Marketing Plan The 2011 Marketing Plan has been developed based on research, information and feedback from: The Muskoka Assessment Project (MAP) Premier Ranked Tourist Destination Framework Muskoka Tourism Board of Directors Key Stakeholder Feedback Market Research, including Tourism Performance Updates, Business Conditions Survey for the Traveller Accommodation Industry, Canadian Tourism Commission, Ontario Tourism Marketing Partnerships, Statistics Canada, Ministry of Tourism, and OTMP Segmentation Summary Market intelligence from visitor centre trends/observations Mandate & Role of Muskoka Tourism Mandate: Muskoka Tourism will provide the leadership role for tourism marketing in Muskoka, representing the interests of its partners and members, as well as the visitor market. Muskoka Tourism provides three main services: Visitor Services, Membership Services and Marketing Services. Visitor Services: Muskoka Tourism operates two travel information centres, one located at the Highway 11 North of Severn Bridge in Kilworthy and a second location in Port Severn. Muskoka Tourism provides information services to potential visitors through the internet, phone inquires, email inquiries and walk-in traffic. In 2010 an estimated 62,154 people went through the Hwy 11 Visitor Centre (59,154)and the Port Severn location (3,000) representing a 6.7 % increase over 2009. Membership Services: As a membership association, Muskoka Tourism is supported by 355 businesses (90% of tourism businesses in Muskoka) and is committed to showcasing Muskoka as a premiere four-season vacation destination. Muskoka Tourism provides its members the opportunity to participate in co- operative, integrated marketing programs, such as the Muskoka Vacation Guide, Muskoka Map, Spring/Fall brochure distribution, trade/consumer shows and other marketing programs funded in combination with the public sector. 5 Marketing Services: Provide leadership in tourism marketing in Muskoka; through example, direction and cooperation Work to bring visitors to Muskoka, encourage visitors to Muskoka to stay within and travel around the region, and encourage visitors to return to Muskoka Identify and communicate Muskoka’s key messages, images and products to the leisure traveler, travel trade and the media Develop the Muskoka Brand Extend and encourage the use of the Muskoka Brand by providing Brand materials and guidelines to MTMA Members Create and/or enhance partnerships and associations with external organizations that can benefit and enhance the marketing efforts of Muskoka Tourism Leverage marketing opportunities and campaigns available through Provincial and Federal Tourism agencies Create and/or implement cooperative marketing opportunities and campaigns for MTMA Members Communicate Ad Hoc marketing opportunities, such as those available through the OTMPC Provide information and travel counselor services via face-to-face, e-mail, post, and toll free contacts Provide proactive and reactive media relations 6 Market Analysis Target Markets Primary: The 7 million people within a three hour drive of Muskoka that represents 92% of visitation to the region. That includes: Greater Toronto Area and the Golden Horseshoe Area of Southern Ontario, National Capital Region (Ottawa), Quebec Secondary: Second Home Owners Tertiary: US near-border states of New York, Ohio, Pennsylvania and Michigan, with specific emphasis on larger metropolitan areas within 6 hours by car of Muskoka Barrie/Simcoe County, rest of Southern Ontario, “Already Here” market Muskoka Assessment Project Findings – Core Attractors Through the Muskoka Assessment Project (MAP), we were able to determine our Core Attractors. These are defined as the attributes of Muskoka that attract a significant number of visitors annually and are destination landmarks. Core Attractors: Water-Based Features and Activities Outdoor Recreation The Resort Experience Small Town/Village Experience Cultural & Heritage Experiences The Cottage Experience Based on these core attractors we can now pinpoint our marketing efforts to match the attributes of our key customers. 7 Market Segments We have identified four key market segments: Market Description Demographics Segment Adventurers older middle- aged Lifestage: Middle aged (45-64) families; Kids (18+) married couples HH Size: Large (Over 1/3 with 4+) with adult age Housing Type: Own; Older single detached children and some Job Type: White collar (41%), Self Employed (14%) empty nests Average HH Income: $121,848 Families younger and middle- Lifestage: Lower middle-aged (35-54) families; Kids (<15) aged suburban and HH Size: Large (57% with 4+) exurban families Housing Type: Own; Newer singles and semis with children Job Type: Mixed Average HH Income: $ 103,182 Young Go- Young successful, Lifestage: Young (25-44); Singles; no kids Go’s multi-ethnic urban HH Size: Small (73% 1 or 2 people) trendsetters Housing Type: Rent Job Type: White collar (48%) Service (38%) Average HH Income: $91,492 Retired mature and older Lifestage: Mature (55+), no kids Roamers retirees and seniors HH Size: Small (67% 1 or 2 people) living in suburbia Housing Type: Own; Older single-detached, 27% rent and towns Job Type: Mixed; White & Blue, Self Employed (13%) Average HH Income: $64,838 8 Strategic Marketing Objectives The top priorities for Muskoka Tourism in 2011 are: Continue delivering core programs Support the new Regional Tourism Organization (RTO 12) Capitalize on Muskoka’s inclusion in the OTMP Northern Ontario Marketing Strategy through RTO 12 Other objectives include: Strengthen partnerships and create synergy with OTMP & Ministry of Tourism o Strengthen relationships with key staff at OTMP o Maximize partnership opportunities with Ontario Travel Information Centres o Explore Additional Funding Opportunities with OTMP Use core attractors to target specific markets o Develop iconic images based on Core Attractors o Cross-reference identified segmentation groups with core attractors. o Define likely desired experiences for each segmentation group o Develop key messages for each segment based on desired experiences. o Identify best media source/activity to target defined markets based on OTMP segmentation data. Create a destination development plan o Long term view (3-5 years) of the tourism industry in Muskoka. o An update of the 2007 Muskoka Assessment Project Grow the winter season o Target/leverage winter specific events o Training and education related to winter profitability o Understand our winter capacity. o Continue improving partnerships with local snowmobile groups. Communicate the importance of tourism in Muskoka o Ongoing communication campaign with local press, elected officials and key municipal staff. Increase yield/length of stay from visitors o Identify those customer segments that will profitably deliver the greatest yield. o Cross-reference identified segmentation groups with core attractors. o Define likely desired experiences for each segmentation group o Develop key messages for each segment based on desired experiences. o Identify best media source/activity to target defined markets o Develop packaging 9 Target second home owners (cottage, condo, fractionals) while they are in Muskoka o Develop second home owner section on website o Develop packages/bundles targeted at second home owners. o Liaise with Town/Township EDO’s on tactical plans. o Develop relationships with cottagers associations o Provide events reports to cottagers associations. Leverage corporate sponsors o Actively purse opportunities for corporate financial partnerships. Increase funding sources o Partnerships with OTMP o Secure RTO 12 investment to support MTMA priorities o FedNor Leverage technology o Build a new website o Drive more traffic to website through effective SEO practices o Further develop social media activities (Facebook, Twitter, YouTube) Enhance research capabilities o Develop consumer research programs Increase eco-tourism/active communities o Align with Savour Muskoka on specific events o Align with the Ministry of Health on “Health for Life” campaigns o Develop “green events” Liaise with Muskoka Trails Council Liaise with Active Transportation groups o Engage local and GTA/GGH journalists with hook to eco-tourism o Develop a sustainable tourism strategy with key regional partners 10 2011 Marketing Programs The following programs reflect MTMA’s core ongoing activities and initiatives for 2011. All of these programs are designed to address the strategic priorities identified above and are congruent with recommendations from the Muskoka Assessment Project. Core Programs Name of the Program: Travel Information Centres Description: Muskoka Tourism operates two travel information centres (Hwy. 11 and Bressettte House in Georgian Bay Township). For the 2010 calendar year the Hwy 11 centre and Bressette House welcomed 59,154 and 3,000 visitors respectively. Partners: District of Muskoka, Georgian Bay Township and Southeast Georgian Bay Chamber of Commerce. Budget: The cost of operating the Hwy 11 and the Bressette House locations in 2010 was $150,3524 (Hwy 11- projected cost $129,247; Bressette House – projected cost $21,105) Time Line: The Hwy 11 travel centre is open year round , 7 days a week. Bressette House is open weekends from September to June and 7 days a week July through August. Expected Results: Provide a welcoming experience for visitors to Muskoka. Display Muskoka Tourism member information, provide travel counselling support. The cost per visitor at the Hwy. 11 site and Bressette House is $2.18 and $7.04 respectively. Name of Program: Retail Business Sales Description: Clothing Muskoka Tourism branded line of clothing including hoodies, hats and t-shirts. Retail Confections Description: The Hwy 11 Visitor Centre sells pop-juice, water, chips, chocolate bars, gum, ice cream and sunglasses. Consignment Description: The Hwy 11 Visitor Centre sells a wide variety of products such as original art, books, cards, clothing, walking sticks, clocks, candles, apple/cranberry cider and maps on consignment. When an item is sold we receive a 30% commission. Partners: Due North, Muskoka Gear, Rich Hill Candles, Muskoka Rocks, R&R Holdings, Despud Books, Bev McMullen, Morgan Davis, George Popadynec, Shenscapes, Gabrielle Wills, local artisans from ACOM. Budget: 2010 retails sales target is $15,000. Time Line: Offered on a year round basis. Expected Results: Promote Muskoka Tourism members products and services to visitors. Generate modest positive cash flow. 11 Name of the Program: Membership Description: Sell Muskoka Tourism memberships, programs and services to regional tourism businesses. Current membership base is 356 businesses. We have excellent penetration in terms of tourism related business support in Muskoka. Growth in potential new members is marginal and emphasis is being placed on member retention. Partners: Regional businesses. Budget: 50% commission on new members and 10% commission on membership renewals. Time Line: Year round Expected Results: Maintain membership renewals at 95% and generate $66,000 in membership revenue. Name of the Program: 2011 Muskoka Tourism Travel Guide Description: Produce 75,000 copies of a revised Travel Guide with 56 pages. Keep the editorial at the front of the book promoting core attractions as identified in the MAP. Feature 7 geographic regions and cluster the paid advertising in their respective geographic area. Place increased emphasis on attractions and winter activities. Introduce tear out coupon program with the view to expanding in future editions. Partners: Muskoka Tourism members. Budget: Ad revenue $112,000. Production costs $67,681. Net profit $44,319. Time Line: Ad sales begin August 2010, proof to the printer December 2010 and delivery late January 2011. Expected Results: Improve on the current publication format while maintaining priorities identified in the MAP. Generate referrals to Muskoka tourism website and phone enquiries. Name of the Program: 2011 Muskoka Tourism Map Description: Update where necessary and reprint 75,000 copies of the map. Partners: Muskoka Tourism members. Budget: Ad revenue $30,000. Production costs $21,000. Net profit $9,000. Time Line: Ad sales begin August 2010, proof to the printer December 2010 and delivery late January 2011 Expected Results: Generate referrals to Muskoka tourism website and phone enquiries Name of the Program: Driver Reviver Description: Held on long weekends from May to October. Creates an enjoyable rest stop and welcome travelers to Muskoka. The Driver Reviver is held on the Friday of every long weekend from 9am to 5pm. and is hosted by the Gravenhurst Lions Club, FM 93 and Muskoka Tourism. Partners: Gravenhurst Lions Club, FM93, Muskoka Tourism members and Muskoka Tourism. Budget: Net profit $1,300 Time Line: May to October 2010 Expected Results: Attendance can be up to 500 visitors per long weekend. Opportunity for Muskoka Tourism members to promote products and services to visitors. FM 93 radio sets up remote broadcast location on site each long weekend and during the week prior to a Driver Reviver promotes the event and Muskoka Tourism to their listeners. 12 Name of the Program: Consumer Shows Description: Attend the Snowmobile & ATV show October 2010 and Cottage Life Show March 2011. Partners: Snowmobile Show - District 7 Ontario Snowmobile Federation. Cottage Life - Huntsville, Bracebridge , Gravenhurst, Muskoka Lakes, Georgian Bay, Utterson/Port Sydney. Budget: Muskoka Tourism net cost for all three consumer shows $600. Time Line: Snowmobile shows Sept. & Oct. 2011. Cottage Life March 2011. Expected Results: On a fee for service literature distribution for Muskoka Tourism members at three large consumer shows. Demonstrate a leadership role by creating co-op marketing opportunities with key stakeholders in Muskoka. Name of the Program: Spring and Fall Bulk Literature Distribution Description: Ship Muskoka Tourism member brochures to over 80 strategic travel information centres in Ontario and U.S. border states (AAA, CAA, Ontario Travel Centres, etc). Also ship Muskoka Tourism Travel Guides and maps. Partners: Muskoka Tourism members. Budget: Spring Bulk - Revenue $7,500; expenses $5,958. Net profit $1,542 Fall Bulk - Revenue $1,690; expenses $1,188. Net profit $502 Time Line: Spring Bulk – May 2011 - Fall Bulk Sept. 2011. Expected Results: Provide a low cost service to members who ordinarily would not have their literature sent to key travel information centres in Ontario and the U.S. 2011 Marketing Initiatives Name of the Program: Online Mapping Description: Muskoka Community Network has secured FedNor funding to implement a Muskoka wide mapping portal developed by CoMap who is affiliated with the University of Waterloo. A custom version of this map will reside on the Muskoka Tourism website. It will feature multiple layers highlighting different tourism experiences (golf, spa, resort, etc) All MTMA members will be listed on the map at no cost with basic information (name, phone, website). Optional map features include video, audio, jpeg, text and hyperlinks. One or more of the map layers can be activated or deactivated depending on the customer’s area of interest. Each point of interest on a map layer offers a pop-up window that contains basic information (name, phone, website). Optional features include video, audio, jpeg, text and hyperlinks. MTMA does not own the mapping software. It will reside on an external server. Partners: Lead role is Muskoka Community Network. Other partners include the University of Waterloo (www.copmap.ca) to provide the online mapping; FedNor; Muskoka Tourism members and regional Chambers of Commerce. Budget: $0 no cost to MTMA. 100 % funding from FedNor and Muskoka Community Network. . Time Line: Beta version tested December 2010. Online by February 2011 Expected Results: Produce an effective trip planning tool. Supporting consumer advertising programs will increase unique visits to Muskoka Tourism website by 25% in the first year. Where possible link with online reservation service. Consumers can view and purchase Muskoka travel experiences through the mapping tool. 13 Name of the Program: Online Reservation Service Description: The new Regional Tourism Organization (RTO 12) has offered to implement a pilot project (Dec. 2010 to March 31, 2012) to develop an online reservation platform that would be of interest to a wide variety of businesses including accommodation properties; attractions; golf courses, etc. Each business would manage their respective inventory in real time. Each participating business would have their own micro-site on the Muskoka Tourism webpage as well as a mirror micro site on their own website. Consumers will be able to make direct reservations. This pilot project with Meridian Reservations is a two year license agreement with the supplier and Muskoka Tourism will not own the software. The online reservation service will be linked to the online trail maps described above. Partners: Muskoka Tourism members, RTO 12 and Meridian Reservations Budget: No cost to MTMA. 100% funding from RTO 12. The first 40 subscribers can participate free of charge. Subsequent subscribers would pay $338 per year for the service. Time Line: Project implementation February 2011. Expected Results: Generate $250,000 in reservations in the first year of operation. Grow the subscriber base from 40 to 60 businesses in the first year. Name of Program: Website Upgrade Description: Re-build the MTMA website with 1,450 pages to improve efficiency and effectiveness. Enhance MTMA social media efforts and fully integrate them into the new website. RTO 12 to create a social media platform and recruit 8 account managers to generate content reflecting regional experiences (accommodation, culinary, spa, trails, events, attractions, arts/culture, and golf). The account managers will gather content and post the information on the RTO 12 social media platform. Muskoka specific content developed by the RTO 12 account managers will be harvested and used to fuel MTMA social media activities. Partners: Regional partners, MTMA, RTO 12. Budget: MTMA website development up to $60,000 (from planned surplus in 2010). Social media $0 cost for MTMA. RTO 12 social media platform $280,000 to March 31, 2011. Time Line: December 2010 through March 31, 2011. RTO 12 social media program continued in 2011/2012 fiscal year. Expected Results: Increase MTMA website unique page views by 25% in 2011. Improve ability to close sales between users (consumers) and our members by integrating online booking engine into website and the new online mapping tool. Improve the service level to our members when they use the website backend to maintain their own content. Fully integrate website and social media strategies. Significantly enhance use of key words and meta data capabilities to improve SEO performance. Generate content for Muskoka tourism experiences more efficiently and effectively and at no cost. 14 Name of the Program: Destination Development Plan. Description: This initiative will be accomplished through RTO 12. A series of town hall meetings (6 in Muskoka and 6 in Parry Sound and area), telephone interviews with regional tourism leaders as well as a comprehensive online survey will ask all partners and stakeholders what they see as key issues for the tourism industry relating to: strategic priorities; product development and innovation; investment attraction; workforce development and training; coordination/collaboration; as well as marketing. The data will be parsed and reported based on responses from Muskoka and Parry Sound as well as an aggregation from a regional perspective. This document will assist in updating the 2007 Muskoka Assessment project. RTOI 12 deliverables include: a summary of regional priorities; a high level 3 year strategic plan; an RTO 12 operational plan for 2011/2012. Partners: All tourism businesses and stakeholders in Muskoka and Parry Sound invited to participate. Budget: $0 MTMA. RTO 12 is providing 100% project funding up to $150,000. Time Line: Town hall meetings Feb. 2011 and final report March 2011. Expected Results: Establish clear tourism priorities and programs for Muskoka and RTO 12. Name of Program: Promote the Importance of Tourism Description: The recent municipal election has introduced a significant number of new councillors. This initiative provides an opportunity to re-connect with returning elected officials and meet new municipal representatives in Muskoka’s 7 municipalities. As a delegation, MTMA will schedule a series of presentations to introduce our programs and services as well highlighting the economic, and social benefits generated by the tourism industry. MTMA Board members in attendance for presentations in their respective municipalities. One of the key messages to convey is that the tourism industry is a sustainable source of employment. Extend messaging to include BIAs, Chambers of Commerce and other regional stakeholders. Partners: MTMA Board members for events in their respective communities, municipal councils, BIAs, Chambers of Commerce and other stakeholders. Budget: $0 for MTMA. Time Line: Start municipal presentation in Jan. 2011 end by May 2011. Schedule other presentations during the calendar year. Expected Results: Better understanding of the tourism industry in Muskoka. Establish relationships with new municipal leaders and maintain relationships with returning officials. Be seen as regional leaders and experts in the tourism industry. Coordinate ongoing presentations to the District’s Planning and Economic Development Committee throughout the year. Name of Program: Research Description: There is an identified need to relate more effectively with customers in the GTA especially 1st and 2nd generation immigrants and people of colour about their perception of Muskoka, their travel needs and future growth opportunities. There is an opportunity to buy into OTMP consumer insight research programs with custom results created for Muskoka and RTO 12 that include: travel behaviour and interests; demographic profiles; source markets; media habits; trip planning and booking; travel party composition. The sample size is approx. 50,000 people (Ontario, Quebec, Winnipeg approx. 22,000; and Eastern US 28,000). Partners: RTOs in Ontario and OTMP. Budget: $0 MTMA; OTMP $1.5 million; the rest from RTOs including RTO 12 $50,000. Time Line: Procurement and final report 12 months starting in January 2011. Expected Results: Custom data mining opportunities for Muskoka and RTO 12. Detailed consumer segmentation analysis will guide the identification of best bet prospects, improve targeting strategy (right offer through the right channels); enhance product development offers; develop a targeted marketing strategy; identify cross-regional partnerships and where possible align with provincial marketing efforts. 15 Name of Program: International Leisure Campaign Project Description: Implement a post G8 international leisure ad campaign. CTC and OTMP have recently experienced significant change that has affected the implementation of this program. The CTC no longer does domestic advertising and their US efforts are limited to the travel trade. As of Nov. 2010 OTMP is becoming clearer in terms of their marketing priorities. Approx. $100,000 of the G8 funds can be allocated to support OTMP advertising efforts in the UK this spring that include a print ad campaign and a high profile digital campaign. Approx. $50,000 for a print and digital campaign targeted to the Chinese consumers. The balance of funds ($350,000) will be allocated to OTMP ad campaigns in upstate New York and Michigan. As long as the campaigns are purchased and paid for before March 31, 2011, they can run anytime in 2011 (spring/summer, fall and winter 2011). Partners: OTMP, FedNor and MTMA. Budget: $0 MTMA. $500,000 from FedNor includes creative services and tax. Time Line: book and pay for the campaigns by March 31, 2011. Campaigns can run in the spring/summer, fall or winter of 2011. Expected Results: Build on the international success of Muskoka hosting the G8. Create new trackable vacation packages and leverage participation with MTMA partners. The call to action will generate increased traffic to the MTMA website, and toll free North American phone lines. Depending on media selected (print and digital) clearly identify the number of impressions. Name of Program: Marketing Manager Staff Position – New for 2011 Description: The Marketing Manager is responsible for developing and implementing: annual marketing plans; media relations plans; strategic communications (internal and external); as well as digital marketing initiatives all of which support Muskoka Tourism’s vision and mandate. This position will play a leadership role for tourism marketing in Muskoka. Partners: MTMA Budget: $64,835 (includes employer share of benefits) from planned 2011 surplus. Time Line: May 2011. Expected Results: Plan and implement an annual marketing plan by obtaining input and direction from the Board, key stakeholders and communicating the plan to all members to ensure partners can plan for participation during their budget cycle. Plan and implement reactive and proactive media relations programs to build awareness of the destination; establishing positive relations with local media to build knowledge of Muskoka Tourism’s strategic direction, thereby assisting in the positive positioning of Muskoka Tourism in the community; as well as planning and implementing internal communication initiatives with Muskoka Tourism members and key stakeholders. Plan and implement digital marketing initiatives across several platforms including a web site; social media; digital asset management tool; online reservation platform; and online mapping. Ability to deploy SEO strategies to keep Muskoka Tourism high on key ranking lists. 16 Build and maintain productive relationships with the board of directors, key business leaders, regional municipalities, provincial and federal government agencies and other key stakeholders to ensure all marketing initiatives meet the collective needs of Muskoka Tourism members. Develop strong relationships with potential funding partners at all levels of government; conceive and submit funding applications to maximize available revenue for marketing programs. In a collaborative environment work with regional stakeholders, neighbouring Regional Tourism Organizations, OTMP, CTC to leverage marketing opportunities and synergies. Develop revenue projections and forecasted expenses for all programs while managing overall marketing budget to help achieve strategic, operational and financial objectives. Fulfilling the financial controls and risk management responsibilities inherent in the position. Establish a marketing and communications tool kit for the Member Relations Manager to support and drive new memberships, retain existing memberships and encourage partner participation in co-operative marketing programs. Monitor, measure and report on the success of all marketing activities including monthly marketing reports for the board of directors as well as required funding partner updates. Quickly respond and adapt plans based on changing market conditions and emerging travel trends. Keep abreast of new developments and changes in the marketing industry to contribute new ideas and add value to the membership. Delivering best practices and sound recommendations backed by market intelligence and considered marketing briefs. Communicate ad hoc marketing opportunities to members in a timely manner and where feasible, develop additional coop opportunities. Monitor and be keenly aware of competitive positioning, both in terms of the destination and Muskoka Tourism’s programs and pricing for memberships and program participation; works closely with Member Relations Manager to incorporate feedback from members. Assist in the direction of research or conducting research for the purposes of information gathering or the compilation of statistics to plan and execute marketing strategies. Attend industry events and trade shows as needed. 17
"Muskoka Tourism Member Benefits"