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Adelaide Hills Tourism Project Officer Page I 1
Adelaide Hills Tourism Project Officer - Roles and Responsibilities
April 2016
Role
Role of the Project Officer is to implement key projects and deliver ongoing programs from the Adelaide Hills Regional Strategic Tourism Plan 2015-2020
Regional Vision
The Adelaide Hills tourism industry will be collaborative, innovative, sustainable, and highly profitable - generating vibrancy and growing tourism demand.
By 2020 the Adelaide Hills will have high appeal to domestic, international and day trip visitors - providing an integrated 'best in class' experience that encourages longer stays and return visits.
AHT Mission
The Adelaide Hills Tourism Committee contributes to a vibrant and sustainable tourism economy through leadership, representation, information sharing and strategic projects.
AHT Values
The Adelaide Hills Tourism Committee operates for the greater good of the region with the following values: impartiality, independence, credibility, transparency and accessibility.
Regional Goals
The Adelaide Hills has close proximity to Adelaide, seasonal climate, diverse experiences, a strong epicurean offering and natural beauty in its favour - and enormous opportunity for tourism growth. Our industry goals for the next five years capitalise on these assets:
1. WORKING TOGETHER: We are an integrated and coordinated tourism region that presents a compelling reason to visit for Adelaide and Adelaide Hills residents, their friends and relatives, and interstate and overseas tourists.
2. EFFECTIVE MARKETING: We are all proactively promoting the region via digital platforms and traditional media, and industry and consumer events to raise awareness and grow the tourism market.
3. BUILDING CAPACITY AND CAPABILITY: We support the sustainable development of, and investment in, existing and new tourism ventures (including events) that bring more people to the region and get them staying longer and spending more.
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Strategy Summary
Working Together:
1. Effective communication and information sharing
2. Connected businesses and industry groups
3. Strategic collaboration with Councils, RDA, RTO network and SATC
4. World Heritage bid support
5. Best practice AHT performance and governance
6. Strong community support for tourism
Effective Marketing:
1. Digital Marketing Strategy implementation
2. Consistent branding and storytelling
3. Effective traditional marketing
4. Co-operative cross-regional marketing
5. Strong and effective Visitor Information Services
6. Familiarisation and educational program for influencers – e.g. social media, hotel concierge, SATC and VIC staff and volunteers
7. Initiatives to address seasonality
Building Capacity and Capability:
1. Tourism investment attraction and support from RDA and Councils
2. Initiatives to address development barriers
3. Regular training and professional development
4. Support for new tourism businesses in the region
5. Support for existing events and development of new event
Additional Information
Reporting Line:
Direct reporting line to the Chair of Adelaide Hills Tourism and the Project Officer is responsible to support the direction of Adelaide Hills Tourism Committee.
AHT Annual Budget:
Approx. $130,000 with potential for additional $20k for Cooperative marketing with SA Tourism Commission.
Contract Position:
The successful applicant will be offered a two year contract with Adelaide Hills Tourism.
They will be responsible for covering all individual work costs e.g. office location, mobile phone and calls, motor vehicle, stationery, IT equipment and support etc. Tourism related out of pocket expenses will be covered by AHT e.g. meeting expenses, parking, postage etc.
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Roles and Responsibilities
1. Working Together
We are an integrated and coordinated tourism region that presents a compelling reason to visit for Adelaide and Adelaide Hills residents, their friends and relatives, and interstate and overseas tourists.
Theme AHT Priority Project Officer Role Skills / Experience
1, 2, 3, 6 . Collaboration with
Stakeholders including
communication, information
sharing, connected industry groups
1. Engage with tourism operators and
provide them with the tools and
information they need (e.g. contacts,
research, reports, opportunities,
upcoming events and activities).
Advocate with government (e.g. SATC, PIRSA,
Brand SA, DSD, DEWNR and DPTI) and relevant
bodies (e.g. SATIC, AHWR) for AHT to be a key
point for distribution of tourism industry
information
Maintain AHT industry database
6-weekly industry newsletter (digital) + ad hoc
AHT/Chair updates as required
Maintain closed industry Facebook page
Industry functions and networking
opportunities
Maintain tools and information on industry
page of website www.adelaidehills.org.au (e.g.
Who’s Who document, ATDW factsheet,
research links)
Encourage collaboration between operators
(e.g. packages, joint campaigns)
Strong communication skills
Public presentation skills
Attention to detail
Digital skills: Excel spreadsheet,
Mailchimp, Facebook, Joomla CMS
for industry website page
Event/function management
(invitations, RSVP management,
venue and catering liaison,
PowerPoint/data projector)
2. Engage with precinct and industry
groups such as Stirling Business
Association / Hahndorf Business and
Read and contribute to their newsletters
Share their information with industry/SATC
Attend meetings and member nights
Strong communication skills
Collaborative approach
Negotiation
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Theme AHT Priority Project Officer Role Skills / Experience
Tourism Association, Adelaide Hills
Wine Region, and broader non-
region organisations as appropriate
e.g. Food SA
Monitor their social media and share on AHT
platforms as appropriate
Manage co-operative campaign support
Relationships
3. Engage with Councils and raise
profile of tourism and work of AHT
Meet regularly with relevant council staff
Update Elected Members
Demonstrate the value of RTO role and AHT to
councils
Stay informed on council matters and
disseminate relevant information to industry
Ensure relevant information is fed through to
councils – reports, research
Ensure council representation on AHT
Committee
Stakeholder Management
Communication
Negotiation
Presentation / public speaking
Relationships
Collaborative approach
Understanding of Local Government
4. Engage with SATC
Fulfil requirements of SATC Local Contact
Officer Grant – operator communication,
database, ATDW promotion, Visitor Guides,
famil advice and hosting, PR assistance, product
updates to SATC staff, campaign support,
regional photo shoot support, SATC in-region
visits/forums, input into Regional Events and
Festivals assessment process
Regularly attend SATC meetings
Contribute to development of Destination
Action Plans
Conduct 6-montly new product updates to key
SATC staff (e.g. PR, Famils)
Strong communication skills
including written/copy editing and
public presentation skills
Product knowledge and contacts
SATC relationships, understanding
structure
Collaborative approach
Negotiation
Stakeholder Management
Understanding of ATDW
Digital skills: Excel spreadsheet,
Mailchimp, Facebook, Joomla CMS
for industry website page
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Theme AHT Priority Project Officer Role Skills / Experience
Review SATC communications, with
dissemination to industry as appropriate
Event/function management
(invitations, RSVP management,
venue and catering liaison,
PowerPoint/data projector)Strong
communication skills
Famil experience – itinerary advice
(inclusions, timings, contacts) and
hosting (understanding of media and
trade requirements)
5. Engage with community to raise the
profile of tourism and the
understanding of its value
Provide content for Council newsletters, local
newspapers and relevant local radio segments
Strong communication skills
4. World Heritage bid support 1. Support World Heritage Bid and
add value where possible
Monitor developments with the World Heritage
Bid and communicate to the tourism sector,
highlighting benefits, opportunities to get
involved and leverage initiatives
Strong communication skills
5. Best practice AHT performance
and governance
1. Ensure Adelaide Hills Tourism is
accessible, representative and
adheres to best practice and its
constitution.
Attend monthly AHT Committee meetings.
Arrange Committee meetings – venue, agenda,
minutes etc.
Reinforce role and responsibility of AHT to
stakeholders
Create regular opportunities for stakeholder
engagement with AHT through emails,
newsletters, contact details on the website,
industry events and closed Facebook network
Ensure AHT Committee membership is
representative of key sectors and funding
partners – assist with committee recruitment as
Highly organised
Strong communication skills
Strategic mindset
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Theme AHT Priority Project Officer Role Skills / Experience
required (advertising, assessing nominations,
communicating with applicants etc.)
Encourage AHT Committee members stay in
touch with their sectors and actively
disseminate information about AHT directions
and activities
Ensure the Adelaide Hills Regional Strategic
Tourism Plan is implemented, reviewed and
updated
2. Effective Marketing
We are all proactively promoting the region via digital platforms and traditional media, and industry and consumer events to raise awareness and grow the tourism market.
Theme AHT Priority Project Officer Role Skills / Experience
1. Digital Marketing Strategy
Implementation – (note: work
associated with Digital Strategy
is currently and will continue to
be undertaken by a separate
contactor)
1. Ensure AHT has a co-ordinated and
strong presence on social media
including AHT’s Visit Adelaide Hills
Facebook page and Instagram
account, and relevant third party
channels
Adhere to social media policy
Maintain social media seasonal content plan
Facebook posts (consumer page) – minimum
three per week
Instagram posts – minimum one per week
Consider other social media channels
Support stakeholder social media activities
(monitor, like, share and comment on their
posts)
Use appropriate tags to maximise visibility of
posts with relevant stakeholders (e.g. SATC,
Social media experience
Written communication skills
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Theme AHT Priority Project Officer Role Skills / Experience
AHWR, local business associations and
operators)
Monitor social media key analytics and report
to AHT Committee on quarterly basis
2. Work with Adelaide Hills Visitor
Information Centre to maintain
engaging and current content on
www.adelaidehills.org.au
Update general content and images as available
(e.g. add new experiences, remove experiences
no longer offered)
Increase/improve ATDW listings incl. events
Sync website with ATDW fortnightly incl. events
Ensure other non-ATDW events are loaded by
councils
Support revenue generation through
promotion of advertising opportunities
Undertake SEO activities
Monitor website’s key analytics and report to
AHT and AHVIC Committee on quarterly basis
Post news items (blog) – at least twice per
season
Ensure AHT has fresh content – images and
articles – engaging with photographers and
writers as required
Strong written communication,
especially writing for the online
environment
Product knowledge
Understanding of SEO, key website
metrics (Google Analytics)
Experience in Joomla CMS or similar
3. Produce quarterly online
consumer newsletter
Monitor sign-ups on the website and consider
demand for and viability of a (quarterly)
seasonal consumer newsletter.
Strong communication skills
Email marketing experience
4. Increase the number and quality of
Adelaide Hills ATDW listings
Provide information on the ATDW to operators
including its value and the importance of
establishing and maintaining a listing – via
newsletters, industry functions, one-on-one
Understanding of ATDW and online
tourism distribution
Strong communication skills
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Theme AHT Priority Project Officer Role Skills / Experience
meetings, personal emails, industry page on
website
Conduct a review of ATDW listings to identify
gaps and outdated information then target
businesses that need to add or update listings
and arrange for the removal of outdated listings
5. Ensure Adelaide Hills is well
represented on third party
websites and apps (e.g.
www.southaustralia.com,
TripAdvisor)
Audit Adelaide Hills content on key third party
sites and apps and identify strategies to address
gaps and inconsistencies in key messages and
branding
Familiar with key digital platforms
6. Improve industry’s online
capability
Audit operator online marketing and
distribution capability gaps
Develop tourism-specific digital training
opportunities for industry
Promote third party digital training
opportunities to industry
Familiar with tourism’s general
digital environment and key
platforms
2. Consistent branding and story
telling
1. Improve industry’s capability to
share interesting and engaging
stories (about their product and
the region) with visitors, consistent
with the Adelaide Hills
Interpretation Plan
Review current Interpretation Plan (branding,
key messages) and update as required
Engage businesses in developing and telling
their stories
Understanding of the importance of
storytelling, consistency in key
messaging/branding and key
destination marketing principles
2. Ensure Adelaide Hills brand and
key messages are reinforced
through extensive use by AHT and
relevant third parties (operators,
Encourage the tourism industry and
associations to use regional branding and key
messages
Understanding of brand importance
Understanding of AHT brand –
values, key messages
Strong communication
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Theme AHT Priority Project Officer Role Skills / Experience
business and industry associations,
councils etc.)
3. Effective traditional marketing 1. Work collaboratively with SATC to
maximise the region’s marketing
opportunities in traditional print,
radio or television media (SATC
holds region’s marketing funds)
Ensure inclusion of key messages and relevant
experiences
Maximise sector involvement (opportunities to
leverage)
Maximise co-operative marketing opportunities
(e.g. through the regional cooperative
marketing fund 2015/2016) with SATC to
increase awareness of Adelaide Hills as a
destination
Marketing qualifications / expertise /
experience
Stakeholder management
Communication
Negotiation
Product knowledge
2. Maximise the region’s coverage
through national and international
television productions (e.g. food
and wine, travel shows)
Embrace opportunities to feature the region in
television productions as opportunities arise
through location advice, product inclusion,
contacts etc.
Product and regional knowledge
Strong network of local contacts
3. Raise the profile of the region with
media and maximise media
coverage
Develop media communications plan and
consider opportunities for outsourcing and
partnering on key activities (e.g. media
releases, media database) and leveraging SATC
PR activities
Experience working with media, PR
agency
4. Co-operative cross-regional
marketing
1. Work with neighbouring regions to
increase visitation
Work with neighbouring RTOs and VICs to
identify synergies and cross-regional
opportunities (e.g. famils for VIC staff in
neighbouring regions, campaigns and
development projects)
Communication
Relationships
Collaborative approach
Negotiation
5. Strong and effective Visitor
Information Services
1. Ensure visitors have access to the right information when and where they need it to improve the visitor
Be an active member of the Adelaide Hills
Visitor Information Servicing Group (AHVISG)
which is a sub-committee of AHT
Understanding of visitor servicing
trends and VIC network (e.g.
accreditation)
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Theme AHT Priority Project Officer Role Skills / Experience
experience and increase length of stay/return visitation
Work with partners to provide information
before and during the visit – in the right places,
on digital platforms and at events
Work with consultant and AHVISG to develop a
collaboratively funded and cross-regional visitor
servicing strategy for Adelaide Hills
Work with VICs and VIOs in the Adelaide Hills
and neighbouring regions to encourage quality,
up-to-date information services and the ability
to upsell (including famil program)
Ensure operators know how to work with VICs
to provide information and training to VIC staff
to improve product knowledge
6. Famil and educational program
for influencers (e.g. social
media, hotel concierge, VIC
staff and volunteers)
1. Work collaboratively to target, fund and organise famils and marketing/training events that get the attention of influencers in our key markets
Convene a working group to develop and
implement a famils and educational program
Understanding of role of famils,
experience in itinerary planning and
hosting groups, good knowledge of
Adelaide Hills product
7. Initiatives to address
seasonality
1. Initiate or support activities/campaigns and events that increase the number of visitors, particularly in quiet periods, including winter and mid-week
Encourage, support and prioritise events and
campaigns (including accommodation packages
through third parties) that attract visitors in
non-peak periods
Convene a ‘Packaging Working Group' that
engages operators in the development and
marketing of branded bundles/packages for
non-peak periods
Experience in product packaging and
campaign development/execution
8. SATC Contact Role 1. Work collaboratively with SATC to
maximise the region’s opportunities in
the areas of Public Relations, Trade
Familiarisation, Visiting Journalist
Regularly communicate and provide feedback
to the SATC team as required including
participation on Teleconferences or Regional
Product and regional knowledge
Experience working with media, PR
agency
Communication
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Theme AHT Priority Project Officer Role Skills / Experience
Programs, Event funding, staff training
and general Marketing support
Tourism Manager meetings generally in
Adelaide.
Annual Adelaide Hills product training to SATC
staff
Relationships
Collaborative approach
Negotiation
3. Building Capacity and Capability
We support the sustainable development of, and investment in, existing and new tourism ventures (including events) that bring more people to the region and get them staying longer and spending more.
Theme AHT Priority Project Officer Role Skills / Experience
1. Tourism investment attraction
and support from RDA and
Councils
1. Support RDA and Councils to
actively promote and support
investment in tourism
Help RDA and Councils build the case for
tourism investment by providing industry data
and detail
Facilitate connections between RDA/Councils
and tourism businesses
Work with RDA to ensure Tourism Investment is
included in the Regional Roadmap for Adelaide
Hills, Fleurieu and Kangaroo Island
Understanding of local government
and RDA
Understanding of investment
attraction fundamentals
2. Initiatives to address
development barriers
1. Ensure industry understands
planning and development
processes and the best course of
action if barriers are encountered
Facilitate a forum which allows Councils to
outline processes, tips and challenges relating
to development applications (including case
studies)
Provide feedback to Councils based on
feedback received from operators
Understanding of local government
and planning/development
processes
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Theme AHT Priority Project Officer Role Skills / Experience
2. Ensure planning processes are as
positive towards appropriate
development as regulations allow
Reinforce the value of tourism and build the
case for appropriate development to improve
the visitor experience and increase expenditure
(e.g. through briefings/familiarisations
conducted for elected members and relevant
staff)
Understanding of local government
and planning/development
processes
Understanding of the value of
tourism
Good communication skills including
public speaking
3. Regular training and
professional development
1. Identify and promote professional
development workshops in areas
such as marketing and distribution
(especially digital), public relations
(dealing with the media), customer
service, events
management/promotion etc.
Provide timely information about training and
development opportunities in the Adelaide Hills
(e.g. SATC, SATIC, RDA, council initiatives and
other third-party providers)
Strong communication skills
2. Support the development of
growth of existing and new
tourism businesses
Monitor training and development needs (not
met by third party providers) and organise
training if there is sufficient demand
Develop and engage businesses in the uptake
of a marketing development program (e.g. AHT
Business Accelerator Package) with a focus on
ATDW, digital presence and interpretation
(story telling)
Experience in developing and
delivering industry training programs
4. Support for new businesses in
the region
1. Maximise the chances of success
for new tourism ventures in the
region
Provide a ‘soft landing’ for new business
ventures through introductions to established
businesses and provision of helpful information
such as the ‘Who’s Who’ document, checklist
and promotion through AHT social media
channels (consumer and closed industry group)
Strong communication skills
Product knowledge and local
contacts
Relationship development
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Theme AHT Priority Project Officer Role Skills / Experience
Monitor new businesses and encourage them
to be involved in local groups and AHT
networking
5. Support for existing events and
development of new events
1. Ensure regional are well
represented on digital platforms
(ATDW, social media) and are
supported by SATC (in visitor
guides, online and through the
Regional Festivals and Events
funding program)
Encourage all events to list on ATDW for
coverage on key tourism websites including
adelaidehills.org.au
Maintain a contact list for event managers
Monitor upcoming events and post details on
AHT social media channels to both consumers
and industry, and ensure key influencers and
PR opportunities are maximised
Provide advice on and endorsement of relevant
events as part of SATC’s Regional Festival and
Events funding program
Understanding of ATDW
Understanding of event
development and marketing
2. Support the planning and
implementation of a new regional
event that helps to attract visitors
to the Adelaide Hills, avoiding peak
visitation times
Convene an Events Working Group and support
development and implementation of new
events
Understanding of event
development and marketing
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Glossary
AHT – Adelaide Hills Tourism Inc.
ATDW – Australian Tourism Data Warehouse
AHC – Adelaide Hills Council
AHWR – Adelaide Hills Wine Region
Bounce Rate – the percentage of visitors to a website who leave from the same page they entered
DAP – Destination Action Plan
DEWNR – Department of Environment, Water and Natural Resources
DPTI - Department of Planning, Transport and Infrastructure
DSD – Department of State Development
HBTA – Hahndorf Business and Tourism Association
MBDC – Mount Barker District Council
PIRSA – Department of Primary Industries and Regions SA
RDA – Regional Development Australia
RTO – Regional Tourism Organisation
SATC – South Australian Tourism Commission
SATIC – South Australian Tourism Industry Council
SEO – Search Engine Optimisation
SBA – Stirling Business Association
TA – Tourism Australia
TRA – Tourism Research Australia
VIC – Visitor Information Centre (accredited)
VIO – Visitor Information Outlet