marketing partner focus group sept 15, 2015 - norfolk county · 2015-11-26 · aspects of marketing...
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MARKETING PARTNER
FOCUS GROUP
SEPT 15, 2015
Norfolk County Tourism & Economic Development
Economic Development
Business
Retention
&
Expansion
Workforce
Development
Entrepreneurship
Investment
Attraction
Community
Revitalization
Planning &
Infrastructure
Development
Marketing &
Communications
Focused Sector
Development
Research &
Information
Management
Focus
Redefine Norfolk County: Ontario’s Garden as a
place that is welcoming and helpful to
entrepreneurs and visitors
Aim to expand loyalty of current customers
Aim for new customers to invest more money and
time
Target Markets (Investment)
Investment Attraction / Expansion
Entrepreneurs, site selectors and developers
Value-added agri-food processing
Sustainable tourism investment
Clean, light, advanced manufacturing
Creative and cultural industries, professionals
Target Markets (Spending)
Destination Tourism / Hospitality
Affluent leisure travellers
Travellers interested in culinary and local food, and
sustainable outdoor activities
Tourists from long-haul markets (U.S., U.K.) in
partnership with other tourism organizations
Extended overnight stays from traditional geographic
markets (Toronto and rest of southern Ontario)
Budget
Levy 86%
Private Sector 14%
Revenue (2014) - Unaudited
Partner Revenue
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
$140,000
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Contributions from Marketing Partners and Advertisers (2001-2014)
Human Resources
Staff
4 full-time, 1 contract, 3 summer students
Marketing Partners
256 private-sector supporters
Also volunteer at events and promotions
Advisory Board
Tourism & Economic Development, Agriculture
Volunteers
Information Centre, Ambassadors
Idea
Partner with us Renew your partnership
Proposed rate increase:
$175 per year + HST
Encourage your neighbouring
businesses to partner
Email [email protected]
Aspects of Marketing Plan
Content Development
Video
Websites
Social Media
Publications (Email and Print)
Advertising, Promotion, Media Relations
Content Development
Idea
Share your news Good News
Events
Product launches
New staff
Packages
Story ideas
Email [email protected]
Video Library
Signature Videos
Rough Cut Videos
Idea
Make your own
video Professional or amateur
Post it widely on social media
Use at your retail location
Use at trade shows
Websites
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
2012 2013 2014 2015E
norfolktourism.ca
Web norfolktourism.ca
Norfolktourism.ca
150,000 sessions (2014)
+139% over 2012
+16% increase (YTD 2015)
72% are new visitors
55% bounce rate
60% desktop, 40% mobile/tablet
Acquisition: Search 65%, referral 13%, direct 9%
Social sources: Facebook 78%, twitter 13%, TripAdvisor 5%
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000
2012 2013 2014 2015E
norfolktourism.ca
{
Web norfolktourism.ca
Origin:
Toronto
Brantford
Hamilton
London
Guelph
Waterloo, Kitchener
Mississauga, Brampton
Local
Popular Pages:
Events
Things to do
Where to stay
Port Dover
Long Point
Camping
Webcam
Where to eat
Web norfolkfarms.com
36,000 sessions (2014)
+4% increase (YTD 2015)
77% are new visitors
59% bounce rate
65% desktop, 35% mobile/tablet
Acquisition: Search 70%, direct 11%, referral 9%
Social sources: Facebook 72%, twitter 19%, Pinterest 3%
To be decommissioned fall 2015 and redirected to norfolktourism.ca
Web norfolkfarms.com
Origin:
Toronto
Brantford
Hamilton
United States
London
Guelph
U.K.
Mississauga
Kitchener
Popular Pages:
Local Food Map
Recipes
Front page
Farmer profiles
Appetizer recipes
Foods A to Z
Dessert recipes
Web norfolkbusiness.ca
Norfolkbusiness.ca
6,100+ sessions (2014)
+105% over 2012
+19% increase (YTD 2015)
75% are new visitors
68% bounce rate
76% desktop, 24% mobile/tablet
Acquisition: Referral 45%, search 23%, email 13%
Web norfolkbusiness.ca
Origin:
Toronto
Brantford
Hamilton
United States
London
Guelph
Brazil
Waterloo
U.K.
Popular Pages:
Front
Business Directory
Land Listings
Staff Directory
Demographics
Surplus Properties
Business Resources
Top Employers
Web cruisethecoast.ca
12,925 sessions (2014)
+19% increase (YTD 2015)
85% are new visitors
58% bounce rate
68% desktop, 32% mobile/tablet
Acquisition: Search 39%, referral 38%, direct 15%
Regional tourism website aimed specifically at motorcycle enthusiasts
Operated in cooperation with Ontario’s Southwest and neighbouring communities
Web cruisethecoast.ca
Origin:
United States
Toronto
London
Mississauga
Windsor
Brazil
Brantford
Norfolk County
Ottawa
Popular Pages:
Front
Map
Ride
Friday the 13th
Lingo
Attractions
Contacts
Idea
Update & add
listings Your responsibility to keep it
accurate
Consider additional listings
Post events
Social Media
YouTube
TripAdvisor
Facebook/norfolk.tourism
Norfolk Tourism
1,782,972 impressions / 2,740 likes
Hamilton, Toronto, Brantford, U.S., London, local
69% women
Largest age group women 45-54
Facebook/visit.dover
Port Dover by Norfolk Tourism
1,449,579 impressions / 13,420 likes
Hamilton, Brantford, Toronto, London, U.S., Burlington,
Cambridge, Stoney Creek, Kitchener
62% women
Largest age group women 18-24
Other Facebook
Long Point Norfolk Farms Invest in Norfolk
305,735 impressions 234,110 impressions 64,715 impressions
5,476 likes 1,244 likes 369 likes
Brantford, London,
Tillsonburg, Woodstock,
Hamilton, Toronto, U.S.
Toronto, Hamilton,
Brantford, London,
U.S., Kitchener
Brantford, Toronto,
London, Argentina,
Hamilton, U.S.
59% women 75% women 57% women
Largest age group
Women 18-24
Largest age group
Women 55-64
Largest age group
Women 25-34,
Women 45-54
Other: Simcoe (2,783), Waterford (2,440), Delhi (2,309),
Turkey Point (1,133), Vittoria (231), Norfolk County Young Professionals (122)
@norfolktour
@norfolkfarms
@investnorfolk
#NorfolkCounty
#ilovenorfolk
@norfolktour @norfolkfarms @investnorfolk
3,753 followers 1,728 followers 1,208 followers
52% female 56% female 53% female
580,200 impressions 476,600 impressions 40,000 impressions
Follower Origin:
Local (20%)
U.K. (7%)
Toronto (6%)
U.S. (5%)
Brant (4%)
Hamilton (3%)
Middlesex (2%)
Waterloo (2%)
Follower Origin:
Local (23%)
Toronto (6%)
U.S. (4%)
Brant (4%)
U.K. (3%)
Middlesex (3%)
Hamilton (2%)
Follower Origin:
Local (30%)
U.S. (4%)
Brant (4%)
Middlesex (3%)
Toronto (3%)
Hamilton (3%)
Top Follower Interests:
Movies (59%)
Business & news (55%)
Comedy (49%)
Music (46%)
Canada (45%)
Travel (41%)
Top Follower Interests:
Movies (61%)
Business & news (59%)
Comedy (49%)
Music (43%)
Sports (40%)
Foodie news (38%)
Top Follower Interests:
Business & news (65%)
Movies (64%)
Comedy (48%)
Business news (48%)
Music (45%)
YouTube
40,207 views (2014)
23% increase (YTD 2015)
32% female
62% Canada, 18% U.S.,
4% U.K.
61% desktop, 35%
tablet/mobile, 3%
TV/game
Other Social Media
TripAdvisor:
11,929 page views
Instagram:
542 followers
Pinterest:
303 followers
Google+
100 circles
Idea
Get social If you aren’t on social media, pick
a channel and work at it
If you are using it, great – keep
engaging customers
Get help from social media
advisors or Fanshawe courses
Email Publications
Norfolk Getaways
3,845 subscribers (+72%)
Norfolk Flavours
1,690 subscribers (+144%)
Development News
435 subscribers (+210%)
Idea
Share your news Add your events at
norfolktourism.ca/event-submission/
Share your news with us…
Email - Getaways
Subscribers: 3,845
Target audience: Tourists, interested locals
Drives traffic to: norfolktourism.ca
Social Media Alignments: Twitter/norfolktour; Facebook/norfolk.tourism
Editions published: 23 annually
Open Rate: 32%
Click-Thru Rate: 25%
Popular click-thrus: events
Email - Flavours
Subscribers: 1,690
Target audience: Foodies and locavores interested in Norfolk County food and drink
Drives traffic to: norfolkfarms.com (will be directed to norfolktourism.ca when website is upgraded)
Social Media Alignments: Twitter/norfolkfarms; Facebook/norfolk.farms
Editions published: 21
Open Rate: 47%
Click-Thru Rate: 29%
Popular click-thrus: recipes
Email – Dev News
Subscribers: 1,222
Target audience: Foodies and locavores interested in Norfolk County food and drink
Drives traffic to: norfolkfarms.com (will be directed to norfolktourism.ca when website is upgraded)
Social Media Alignments: Twitter/norfolkfarms; Facebook/norfolk.farms
Editions published: 21 per year
Open Rate: 47%
Click-Thru Rate: 29%
Popular click-thrus: recipes
Idea
Start a newsletter Build loyalty among your customers
Start your email database
Keep it valuable and consistent
Examples:
Emma
Mail Chimp
Constant Contact
Email – Dev News
Subscribers: 435
Target audience: Business owners, entrepreneurs, developers, site selectors
Drives traffic to: norfolkbusiness.ca
Social Media Alignments: Twitter/investnorfolk; Facebook/investinnorfolk
Editions published: 12 per year
Open Rate: 47%
Click-Thru Rate: 37%
Popular click-thrus: properties for sale
Idea
Subscribe to
our newsletters
Subscribe at:
norfolkbusiness.ca/development-newsletter/
Publications
Map/Guide
50,000 copies
Newspaper Inserts
Spring 78,000 copies
Fall 78,000 copies
Cottager Vacation Kits
1,000 copies
Investor’s Guide (Fall 2015)
5,000 copies
Cookbook
5,000 copies
50,000 Guides/Maps
Distributed to:
80 Greater Toronto Recreation Locations
28 Great Toronto Attractions & Theatres
52 Hamilton/Burlington Hotels / Locations
63 London / St. Thomas Hotels / Locations
61 Kitchener/Waterloo Hotels / Locations
60 Southwestern Ontario Recreation Locations
66 Niagara Falls / St Catharines Hotels / Locations
45 Windsor / Chatham / Sarnia Hotels / Locations
Numerous Ontario Travel Info Centres
Numerous Norfolk County Marketing Partners
Idea
Advertise 1/8 page = $375 + HST
¼ page = $750 + HST
½ page = $1,500 + HST
Full page = $3,000 + HST
Deadline: January 8, 2016
156,000 Spring/Fall Inserts
8-page brochures inserted
into subscriber copies of
Globe and Mail (high-income
neighbourhoods)
Region: Southern Ontario
(not including Ottawa)
Two editions:
May 2015 – 78,000 copies
Sept 2015 – 78,000 copies
Idea
Consider
advertising
Deadline for next Spring Globe Insert will be
April 2016 - Cost: $2,500
Cookbook
128-page high-quality Norfolk County Cookbook was huge success
Two editions:
Oct 2014 – 5,500 copies distributed at FlavourFest, to food media, and sold through retail outlets and online
Oct 2015 – 1,000 copies special edition for FlavourFest (Fair 175th Anniversary)
Considering options for 2016
Idea
Sponsor the
Cookbook
Contact [email protected] if you wish
to sponsor the cookbook for 2016. Sponsorship
ranges from $500 and up
Media Relations
Media Hosting
34 writers so far
Travel Bloggers Email Newsletter
Media Requests
Media Association Memberships
Media Releases
Travel Writer Award
Idea
Be blogger
friendly Make sure we know all your new and improved
services and offerings
Be willing to offer a discount for the blogger
Advertising – Real Estate Guide
Advertising & Promotion
Lake Erie Living
U.S. publication with wide
readership in Ohio,
Pennsylvania, New York and
Michigan
5 editions per year
Numerous free editorial
opportunities
Advertising & Promotion
EDCO Investors’ Guide
OFVGA Convention
Advertising & Promotion
Edible Toronto
FlavourFest
Lake Erie Living
London Food & Wine Show
Motorcycle Show
Provincial Park Guides
TripAdvisor
Weather Network
Wine Country Guide
Norfolk County bumper sticker
Enquiry Intake & Fulfillment
12,000 information requests annually
Webmail
Telephone
Social Media
Walk-Ins
Phone 14%
Walk-Ins 3%
Email 61%
Webmail16%
Social Media
6%
Idea
Help us answer
questions! Got a new service or product? Make sure we
know so we can pass it along.
Email [email protected]
Collaborations & Partnerships
South Coast Wineries & Growers Association
Ride Norfolk – South Coast Shuttle
Southwest Ontario Tourism Corporation
Chambers of Commerce / Board of Trade
Other Associations
Regional Economic Development
Agriculture Organizations
Media Organizations
Idea
Join and make
a difference Volunteer on the Agricultural Advisory Board or
the Tourism & Economic Development Advisory
Board
Get involved at the regional level
Evidence of Success
16 awards and honourable mentions for marketing
work at provincial and national level
Best Technology & New Media
Best Advertising Campaign
Best Public-Private Partnership
Best Community Branding
Best Publication
Looking Ahead
Promote Community Improvement Plan incentives
Entrepreneurs grow here campaign
Partner Program Fee Review
Council Contribution to Marketing
Team Norfolk Meeting – October 29, 2015
Symposium – January 20, 2016
Idea
Get involved
Apply for directional signage
Apply for business incentives
Advertise with us
Thanks
Clark Hoskin
Manager, Tourism & Economic Development
What should we
do differently?
Input
What should we
stop doing?
Input