Drive for Excellence Program - Marketing and Communication Campaign Initiatives
Drive for Excellence Program aims to support destination marketing efforts by providing professional services and financial assistance to tourism partners. The program includes setting up calls with DMOs/DMPs, tracking progress using Basecamp, creating MOUs with destinations, and reviewing projects monthly. Additionally, marketing and communication campaigns focus on increasing awareness and bookings for cruise experiences in the region while fostering positive relations with all destinations.
- Destination Marketing
- Tourism Industry
- Campaign Initiatives
- Professional Services
- Cruise Experiences
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Presentation Transcript
Marketing February 17, 2021
Drive for Excellence Program Initiative Timeline Who Objectives Tracking Process KPI's Comments Launch the Drive for Excellence Program Destinations self-identify where they need most assistance; destination and product development, marketing, research, local SME support. 1. Setup information calls with all DMOs/DMPs 2. Use Basecamp for tracking communication. 3. Create MOU for each destination for mutual understanding between AOR/RTO/DMO. 4. Review projects monthly 5. Upon completion of each project partners are required to provide RTO9 with a summary report from the project, and any information/outcome will be used to help strengthen overall regional marketing efforts. 2021/2022 Drive for Excellence Program; a Destination Marketing Support Program. We recognize that each or our destination partners has unique needs and priorities for strengthening their destination s tourism industry, and would benefit directly from the professional services we have procured through our agency of record and its relationships. Q4 2021 Feb 18 Q4 2022 March 31 SDG Counties Lennox & Addington Frontenac County Cornwall Bay of Quinte Prince Edward County Rideau Canal Kingston Gananoque 1000 Islands Brockville STIMULATE DEMAND Increase partnership ties with each destination Foster positive relations between our AOR all destinations Note: $25,000 per each destination, combining the DMO/DMP
Marketing and Communications Campaigns Coordinate a series of integrated DMO/DMP-led seasonal marketing and communications campaigns with the AOR Initiative Timeline Who Objectives Tracking Process KPI's Comments Cruising Campaign Q1 2021 April 26 June 31, 2021 The Cruise campaign main objective will be to create awareness of the variety of St. Lawrence, 1000 Islands and Rideau Canal cruise experiences available to consumers. Leads to Partner Website & Traffic Impressions Increase bookings The Spring Cruising Campaign will highlight the cruising product in the region and initiate a collaborative marketing campaign to build partnerships with all cruise lines in the 1000 Islands/Rideau Canal and to sell cruise packages. Day Tripping 1000 Islands and Seaway Kingston 1000 Islands Rockport Boat Line Gananoque Boat Line Increase awareness Telephone calls to partners Packages booked Overnight St. Lawrence Kawartha Voyageur? Le Boat Our secondary objective is to send calls and website leads to cruise partners. Work with the AOR to implement campaign
Marketing and Communications Campaigns (cont) Coordinate a series of integrated DMO/DMP-led seasonal marketing and communications campaigns with the AOR Initiative Timeline Who Objectives Tracking Process KPI's Comments Partnership Proposals Steve to engage Lori (Re: partnership fund recipients) to help coordinate marketing efforts for partnership proposal projects. To raise awareness of all successful partnership fund proposal recipients. Leads to Partner Website & Traffic Impressions Increase bookings and/or traffic to proposal recipient's websites RTO 9 will work with partners to develop new products with new or different characteristics that offer new or additional benefits to the customer in so that it would provide memories for customers and build a greater emotional connection with them. Q1 Q4 Track consumer engagement to partners. To showcase new and existing product in RTO 9. Lindsay to share through Social and newsletter highlighting a specific business monthly. Broadening the reach to key travel and tourism organizations such as travel agencies, as well as media partners, municipalities including councils and tourism officials. Increase awareness Increase new partnership proposals for next fiscal. RTO 9 will assist our tourism stakeholders in building unique and authentic experiences for the region that will increase visitation, length of stay and visitor spend. Beattie Tartan Press release and story generation Develop new communication streams and new partnerships Alphabet for any ad design Increase databases
Marketing and Communications Campaigns (cont) Coordinate a series of integrated DMO/DMP-led seasonal marketing and communications campaigns with the AOR Initiative Timeline Who Objectives Tracking Process KPI's Comments Itinerary Promotion Steve to engage Lori (Re: itinerary promotion) to help coordinate marketing efforts for DMOs/DMPs Operators/Stakeholders to launch completed itineraries. 1. Setup information calls with involved DMOs/DMPs, operators and RTO 2. Use Basecamp for tracking communication. 3. Create MOU to highlight mutual understanding between all parties involved 4. Review itineraries monthly 5. Information collected through final reports will detailed highlights. Increase awareness The goal is to create and implement 1 itinerary per season. Q3 2020-2021 Q1 2021-2022 To raise awareness. To showcase new and existing product in RTO 9. Increase bookings/traffic to participating businesses and websites Work with DMOs/DMPs to identify and maintain an inventory of existing destination itineraries. Broadening the reach to key travel and tourism organizations such as travel agencies, as well as media partners, municipalities including councils and tourism officials. Increase media stories generated A landing page will be created to deliver consumer information on new itineraries Once complete, Lindsay to share through Social and through newsletter highlighting quarterly. Increase partnership building between DMOs Create FAM tours budget permitting. Reach out to IMM Media participants Work with the AOR/BT to publicise the itineraries starting with earned media and creation of landing page. Increase website traffic on new dedicated itinerary page
Marketing and Communications Campaigns (cont) Coordinate a series of integrated DMO/DMP-led seasonal marketing and communications campaigns with the AOR Initiative Timeline Who Objectives Tracking Process KPI's Comments Develop an on-going editorial calendar in full partnership and coordination with DMOs/DMPs. Through Beattie Tartan Increase in newsletter subscriptions Industry Relations Q1 Q4 All RTO 9 staff Beattie Tartan Infusionsoft Develop new communication streams Broadening the reach to key travel and tourism organizations such as travel agencies, as well as media partners, municipalities including councils and tourism officials. New contact partnerships and increase databases Increase awareness To increase signup to RTO 9 industry and consumer databases Increase in newsletter subscriptions. Contests Q1 Q4 Lindsay
Industry Communications Initiative Timeline Who Objectives Tracking Process KPI's Comments Drive continuous RTO 9 leadership and industry communication using an editorial calendar and via a smart engagement system Q4 2021 Feb- March - Tag Database Steve to finish tagging database Develop an on-going editorial calendar in full partnership and coordination with DMOs/DMPs. Update and review content calendar on a weekly bases Increase partnership ties with each destination We will use the Infusionsoft platform to deploy industry communications. Track sign ups in Media and industry databases 2021-2022 Fiscal Additionally, we will coordinate our editorial Calendar with DMOs/DMPs and will update continually throughout fiscal 2021-2021. All RTO 9 Staff Increase in newsletter subscriptions Coordinate new form with AOR for industry newsletter sign up. Request access to Destination industry database to increase signup to RTO 9 s Industry Communications list. Increase in Media list DMOs/DMPs requests for partners to sign up for RTO 9 industry newsletter Deploy directed information through Infusionsoft through a series of tags. Increase open rate through Infusionsoft (Keap) Creation of a robust industry database. Creation of robust media database.
