175x Filetype PPTX File size 1.52 MB Source: www.citywindsor.ca
2012 Marketing Plan 2 2012 Marketing Plan Marketing Plan 2012 Contents • Marketing Outline • Tourism Trends • Situation Analysis • Organizational Analysis • Customer Analysis • Collaborators • Climate (PEST Analysis) • SWOT Analysis • General Marketing Initiatives • Product Development Spend • Product Cluster Initiatives • Product Cluster Highlights • Cluster Analysis/ SWOT • Tactical Plan • Additional Ideas • Stakeholder Involvement • Budget Detail • Glossary of Terms 2012 Marketing Plan Marketing Outline About Tourism Windsor Essex Pelee Island: Tourism Windsor Essex Pelee Island (TWEPI) is the official Destination Marketing Organization (DMO) for the regional tourism industry. We are a not-for-profit organization that is dedicated to promoting and selling Windsor, Essex and Pelee Island as a remarkable destination for tourists, convention goers and business travelers. Our vision is for Windsor Essex Pelee Island to become a top-of-mind destination in Ontario by capitalizing on our regional assets and by presenting authentic experiences. For 2012, we have developed a comprehensive marketing plan which we believe will be a critical component to meeting our strategic goals. 4 2012 Marketing Plan Marketing Outline Marketing Goals & Objectives For 2012, TWEPI’s plan focuses on supporting the needs and interests of three core audiences: (1) local residents (10% focus), non-local residents (90% focus) and our local stakeholders. As such, TWEPI has aligned its marketing efforts against the following goals and objectives: Non-Local Local Residents Local Stakeholders Residents • Drive traffic to the • Drive traffic to the • Influence a positive TWEPI website to TWEPI website to opinion of TWEPI learn more about our learn more about our regional offerings regional offerings • • • Influence a positive Influence a positive Generate positive opinion of the region opinion of the region partnerships between TWEPI and our tourism partners • • • Generate Increase the Increase expressions of frequency of visits to collaboration interest through our tourism partners between tourism website leads partners • • Plan, then Become an undertake a visit to advocate of the our region region • Become a regular • Become an visitor, and ultimately ambassador to an advocate for the others (actively region engage others to visit our tourism partners) via VFR (Visiting Friends and Relatives) 5 2012 Marketing Plan Marketing Outline Our Approach Our approach to developing a TWEPI marketing plan is highly pragmatic, with a clear view of our responsibility in achieving measurable results. The various stages of our marketing plan work together to systematically drive audience members through the various stages of consideration. This funnel “framework” provides an ideal structure for integrating efforts across multiple channels including the website, advertising, public relations and 1:1 communications. Consideration Funnel Marketing Channels Target Audiences Awareness Familiarity Opinion Consideratio n Intent Visit 6
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