niagara falls tourism 2017/2018a world-class destination that brings prosperity to the niagara...
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Niagara Falls Tourism 2017/2018
A world-class destination that brings prosperity to the Niagara Region
Provide leadership and focus to foster, develop and promote the tourism industry in Niagara Falls increasing visitors’ experiences
To become the #1 International tourism destination in Canada by 2022
125 NEW Tourism Businesses3,240 NEW Tourism Jobs $215M Increase in Federal Tax Revenue $180M Increase in Provincial Tax Revenue $40M Increase in Local Tax Revenue
Total Economic Impact of Tourism
Person Visits
Source: Statistics Canada's Canadian Business Patterns, 2013Ontario Ministry of Tourism, Culture and Sport
Tier 1: NFT Advertising + Travel Trade + Media Relations + DC +
OTMPC + TPN
Tier 1 Markets:Our Tier 1 Markets will be those that drive the highest visitation and the highest yield. We will strive to align our activities with Destination Canada and OTMPC when selecting these markets and focus on the following major CMAs.
New York City Baltimore/WashingtonBoston PhiladelphiaCleveland DetroitChicago
Tier 2: Travel Trade + Media Relations + DC + OTMPC + TPN
Tier 3: Media Relations + FAM Support
1. Leads to Industry
2. Develop Stronger Partnerships with the Travel Trade
3. Build Great Relationships
4. Long-Term Viability
All Roads Lead to the Website!
Department Tactic Strategic Plan Alignment
Marketing
Execution of cross platform digital strategy to increase traffic to NFT.com
Enhance product offering on website through strategic partnerships and member engagement
Execute a Seasonal Marketing Campaign (Fall, Winter, Spring, Summer) focusing on our Tier 1 Markets aligning with TPN
Align publication strategy to overarching Marketing Plan
Enter China B2C through partnership with OTMPC, Tourism Toronto, Ottawa Tourism and TPN
Communications
Develop cohesive Social Media plan to fuel broader NFT digital strategy
Utilize Media & Influencers to generating call-to-action encouraging Niagara Falls visitation
Department Tactic Strategic Plan Alignment
Travel Trade
Conduct an annual signature FAM tour that showcase winter product for the destination
Provide support to DC, OTMPC FAM activities increasing the number of trade partners selling Niagara Falls
Conduct and comprehensive FAM program for NFT that will showcase Niagara Falls as a 4 season destination
DC Trade Shows, OTMPC and DC Sales Missions, NFT Sales Mission
Administration
Conduct a complete evaluation of the Enquiry Kit program ensuring it maximizes revenue
Partner with Marketing to increase the awareness and participation in NFT publications
Department Tactic Strategic Plan Alignment
Travel Trade
Leverage membership and sponsorship of key trade associations to increase visitation to Niagara Falls
Enter into Joint Marketing Agreements with key partners that service our key markets
Partner with Marketing to overhaul all travel trade marketing collateral pieces ensuring alignment to NFT Brand
Develop a training program for Mexico agents and operators
Communications
Develop a measurement framework to evaluate strength of Travel Trade relationships
Develop executional framework for Travel Trade digital platforms
Department Tactic Strategic Plan Alignment
Marketing
Republish Travel Trade Collateral in alignment with Marketing Plan
Align and integrate Travel Trade Microsites with Digital Strategy / Market Segments
Development and align of Travel Trade Sub-Brand
Development of online LGTBQ2+I market collateral
Department Tactic Strategic Plan Alignment
Marketing
Food Tourism Development- identify key stakeholders, channels and partners
Work with City of Niagara Falls and Key Stakeholders to augment Go Train Arrival and Departure marketing opportunities.Support Communications Plan to provide regularly scheduled updates to stakeholders (Inclusive of Marketing reports)
Leverage high value partnerships to identify joint marketing opportunities
Communications
Maintain high level of collaboration with key Industry partners nationally, provincially and locally
Enhance relations with members through updated communications platforms
Set frequency targets and measure presence with all levels of government
Department Tactic Strategic Plan Alignment
Travel Trade
Leverage membership and sponsorship of key trade associations to increase visitation to Niagara Falls
Continue to provide industry partners with value-add advertising partnerships
Be an active member in key trade associations to ensure Niagara Falls is represented
Administration
Identify and target membership sales for key accommodation partners
Attend and participate in select industry and regional events that will increase the profile of Niagara Falls Tourism
Host education sessions for members that will increase the overall knowledge base of the tourism industry
Department Tactic Strategic Plan Alignment
Administration
Conduct an annual update to NFT staffing and resourcing plan
Conduct annual (with mid-year review) personal performance planning with each employee – include KPIs and personal growth targets
Upon any staffing changes evaluate and update the position requirements
Conduct an annual employee engagement survey using Gallup Q12
Communications
Refine & optimize reporting and measurement framework, for the duration of '17-'18 AOP
Explore strategic partnerships to extend Niagara Falls Tourism's reach and relevance
Department Tactic Strategic Plan Alignment
Administration
Develop, test and launch new marketing streams that generate revenue
Generate Standard Operating Procedures and Business Continuity Process for all Website components.
Develop Brand Guidelines for Niagara Falls Tourism
Actively engage in industry research opportunities, data analytics and forecasting to drive business focused decisions and strategy.
Focus on increasing strength of organic search results
Strategic Objective How We Measure 2017 Projected 2018 Target
Leads to Industry
Total traffic to niagarafallstourism.com 4,491,000 5,050,000
Number of leads distributed to industry through all channels
1,218,000 1,439,000
Social Media Engagements 90,000 125,000
Develop Stronger Partnerships with the Travel Trade
Increase in itineraries generated by NFT activities
N/A 7
Increase of consumed RNs sold thru JMApartners
N/A 10%
Increase in “winter” itineraries N/A 3
Build Great Relationships
Increase in Niagara Falls Tourism Membership base and retention %
10 / 95% 20 / 97%
Net new investment in NFT activities $63.5k $125k
Long Term Viability
Growth in overall revenue for the organization
$2.3M 10%
Maintain General & Administrative costs as a % of total budget
14% 13.8%
Chair - Wayne Thomson
Robert Orsini David Adames Letitia DiBellonia
Anthony Annunziata Clark Barnet Lee Carr
Anna DiCienzo Jim Graham Eric Marcon
Anne Radojocic Joel Nodden Mike Buffalino
Leigh Roszell-Hoag Mayor Jim Diodati Noel Buckley
Mike Strange Jennifer Ferguson
Honourary Directors
D. Gordon Paul George Yerich Sr.
Amy Bginucolo John Holer Sr.