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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




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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


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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.



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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




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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.



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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




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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

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   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.




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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.


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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.




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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.

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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.




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   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.




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