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South Shore Tourism Team Cooperative Marketing Plan 2017 & 2018 March 8, 2017

2 [SOUTH SHORE TOURISM TEAM COOPERATIVE MARKETING PLAN 2017 & 2018]

2 South Shore Tourism Team Cooperative Marketing Plan 2017 & 2018

A. Introduction In 2016, with support from private and municipal partners, the South Shore Tourism Team executed a successful promotion and advertising plan to promote Nova Scotia’s South Shore as an exciting and vibrant destination. Reports from Tourism Nova Scotia indicate that tourism revenues in 2016 soared to an estimated $187 million, up from $161 million reported in 2010. Based on this success, and encouraged by our partners, we are now proposing an extensive plan to promote the South Shore as a four-season destination with the ultimate goal of increasing visitors during the shoulder season. The Plan is a reflection of what was communicated by industry and stakeholders at the December 2016 industry meeting. Coordination of activities, ongoing communication within the community and to potential customers, cooperative marketing opportunities and facilitation of capacity building through training are all elements in our two- year plan. This plan continues to strengthen, leverage and promote guest services, products and events in the South Shore and is founded on a two-year strategy that builds on our strengths and increases regional collaboration and partner capacity. The overall 2017 plan outlines strategies, tools, and resources to promote the South Shore as a destination to our target markets in Atlantic Canada, Ontario, Quebec and into the Northeast US in relation to the ferry services. Based on data provided by Tourism Nova Scotia, in 2016 the South Shore reported an increase of 3.41% in occupancy reaching 42.3% in fixed roof accommodations (licensed operations) translating into an increase in room nights sold of 3.25% in 2016. A total of 172,408 room nights were reportedly sold collectively within the Counties of Shelburne, Queens, Lunenburg and St. Margaret’s Bay area. Similarly short-term site nights at campgrounds also saw an increase in sites sold by at least 2.27% with a total of 39,760 site nights sold.

South Shore, Nova Scotia

2016

Fixed Roof Short-Term

Camp Sites*

Occupancy % 42.3% 26.1%

Occupancy change from ‘15 +3.41% +9.77%

Units Sold in ‘16 172,408 39,760

Units Sold % change +3.25% 2.27%

Total Units available 407,454 152,171 *Oct data for Short Term Campsites did not meet 85% reporting criteria

and therefore are not included.

[SOUTH SHORE TOURISM TEAM COOPERATIVE MARKETING PLAN 2017 & 2018] 3

South Shore Tourism Team Cooperative Marketing Plan 2017 & 2018 3

The summer months continue to build positively from provincial and business marketing efforts, the Canadian dollar amongst other influencers. While businesses and organizations will be encouraged to continue their efforts to leverage and maximize their place within provincial initiatives, the South Shore Tourism Team, as a regional effort, will turn its attention to non-peak season opportunities. The ensuing plan leverages our iconic experiences, resources and landmarks to entice visitors to explore the South Shore in October through May. Particular emphasis on strengthening and expanding experiences that attract Nova Scotia and outside of province audiences will be the focus of efforts, including the establishment a region-wide Winter Festival. The Cooperative Marketing Plan and associated budget are built on a two-year partner commitment which proposes investing in the plan in April 2017 and January 2018. This will give the team more financial stability to execute its initiatives while engaging partners more strategically. The plan proposes that the South Shore Tourism Team incorporate as a Non Profit Co-operative. We reviewed a variety of options and determined the co-operative model to be the most advantageous in increasing the organization’s visibility and strengthening its operating framework, while continuing to build partnerships. The team would like to express its appreciation for past support of the Chester & Area Chamber of Commerce. As in the past, Partners are being invited to invest in the $40,883 per year program outlined in this plan.

6,071 6,257 7,392 7,653 10,619 16,928

28,666 31,775 26,021

15,884 8,487 6,655

0.0

10000.0

20000.0

30000.0

40000.0

50000.0

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

South Shore Fixed Roof Occupancy 2016Room Nights Sold (172,408) vs Capacity (407,457)



6,071 6,257 7,392 7,65310,619

16,928

28,66631,775

26,021

15,884

8,4876,655

0

5000

10000

15000

20000

25000

30000

35000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Room Nights Sold - Lunen/Queens/Shelburne/St. Margaret's Bay

2013 2014 2015 2016

18274736

12246 14451

6500

39760

0

10000

20000

30000

40000

50000

May June July Aug Sep Oct TOTAL

South Shore Short Term Sites Sold Campground2013-2016

2013 2014 2015 2016



B. Tactics The following outlines the components of the Cooperative Marketing Plan:

DIGITAL & PRINT

Digital Marketing Program Building on the success of our SEM campaign in partnership with Tourism Nova Scotia in 2016, SSTT will continue leveraging this program. Search Engine Marketing and Digital Advertising are an important way to increase awareness about our region as a destination. This Tourism Nova Scotia partner opportunity allows South Shore Tourism Team to invest in SEM and Digital Advertising using Tourism Nova Scotia’s partnership with Google. An application has been submitted to TNS for matching investment funds allocated. The markets targeted with this opportunity will be Ontario, Quebec and Northeastern United States. With a goal to increase visitors during non-peak season, this year’s campaign will focus on shoulder season promotion. The campaign will run for two periods (April to June, 2017 and October 2017 to March 2018) and will drive traffic back to our content on www.novascotia.com/about-nova-scotia/regions/south-shore Within this campaign, it is our goal to undertake three Facebook contests (spring, fall, and winter) to develop awareness of the region by increasing Nova Scotia’s South Shore Facebook page ‘likes’ and newsletter sign-ups. This will grow our communication lists for future eblasts and marketing opportunities. Campaign Costs: $10,000. With $5000 from South Shore Tourism Team & application for matching investment from TNS Campaign Dates: April to June 2017 and October 2017 to March 2018 Dates: Spring 2017, Fall 2017, Winter 2018

South Shore Guide The Team coordinated the content and production of the 2017 digital and hard copy versions of the South Shore Guide, which includes expanded map insert and regional, colour-coded listings. We will also work on the guide for 2018. The 2017 guide will be ready for distribution by Saltscapes Expo in late April and available at Visitor Information Centres throughout the province, and also from operators and businesses along the South Shore. This is the go-to guide for visitors exploring the South Shore.

http://www.novascotia.com/about-nova-scotia/regions/south-shore



Production volume: 40,000 Publication Date: April 2017, April 2018, April 2019 Cost: All partner advertising, SSTT Human Resources Website Our online presence will continue to be housed within NovaScotia.com with our gateway page continuing as novascotia.com/about-nova-scotia/regions/south-shore . The South Shore Tourism Team will update the copy on this landing page and use it as the URL for all communications and links for any activities administered in 2017 and 2018. It will be tweaked seasonally by Tourism Nova Scotia with South Shore Tourism’s guidance and approved copy and pictures. Cost: SSTT Human Resources Newsletters Internally: Produce regular communications to our South Shore partners sharing opportunities, successes and upcoming event information. Externally: Three-fold approach: 1. Produce monthly theme-based newsletters to our growing database , providing information on upcoming events, packages and special attractions to support recipients in enticing future visitors to the region. 2. Provide material to Tourism Nova Scotia for the produciton of quarterly newsletters on the region for broadcast to their database. 3. Collaborate with Tourism Nova Scotia to ensure a strong South Shore presence in their province-wide newsletters. Cost: Support from Tourism Nova Scotia, SSTT Human Resources CO-OPERATIVE MARKETING Past cooperative advertising opportunities, which were labour-intensive and had few actual investing partners, had varying degrees of success. While this plan does not propose undertaking specific cooperative ad campaigns, the South Shore Tourism Team sees value in multiple operators collaborating regionally. The group will continue to source out and facilitate communications among partners on previously successful activities and new potential avenues. For example, we will continue to facilitate communication of opportunities with CAA Atlantic, Saltscapes, New Brunswick Telegraph Journal, The Coast Halifax, Boston Herald, Chronicle Herald, etc.

http://www.novascotia.com/about-nova-scotia/regions/south-shore



The team will also seek out and communicate any existing Nova Scotia promotions that could be capitalized on to promote the South Shore as a destination. i.e. Boston Christmas Tree, Lunenburg Now bus, tradeshows etc. We will also nurture our relationships with RANS, Select Nova Scotia, Taste of Nova Scotia etc. to promote expanded presence and inclusion of the South Shore region with these partners. The Nova Centre is scheduled to open in 2017. This convention centre is being touted as a centre for all of Nova Scotia, rather than just Halifax. Recognizing the Nova Centre as a gateway for new guests to Nova Scotia, the South Shore Tourism Team will explore methods of showcasing our region at the Centre and seek opportunities to encourage its guests to visit to our communities. Date: Ongoing Cost: SSTT Human Resources, no cost at this time. TRADE SHOWS Saltscapes Expo Tourism operators and partner organizations have the opportunity to take advantage of the regional area rates offered by Saltscapes and will be presenting their own booth experiences at the show. The South Shore Tourism Team will work with Saltscapes to ensure the South Shore area is well laid out and some synergies are visible to encourage a collaborative look and feel. Dates: April 21-23, 2017 & April 2018, Halifax Cost: No cost to SSTT, expenses are assumed by participants, coordination provided by SSTT South Shore Expo Tourism operators and partner organizations will have the opportunity to take advantage of the regional area rates offered by Darwin Event Group to showcase their products and experiences at this Sport, Home and Travel Show taking place at Queens Place Emera Centre, Liverpool. There are demonstration and showing opportunities. Dates: May 5 – 7, 2017, Liverpool Cost: No cost to SSTT, expenses are assumed by participants.



Rendez-vous Canada Being hosted in Nova Scotia in the fall of 2018, this international tourism marketplace presents a significant opportunity for SSTT and our partners to showcase our region to the world as RVC gathers for its bi-annual conference. SSTT will work with the organizing team to explore and leverage opportunities for show participation along with pre and post tours in the region. Dates: 2018 Atlantic Canada Showcase SSTT will explore opportunities to present South Shore experiences within the ACS program in 2020.

TRAVEL & SOCIAL MEDIA INFLUENCERS

The South Shore Tourism Team will work with Tourism Nova Scotia and others to attract and host media that can assist in broadcasting the appeal of our region to a larger audience. SSTT will work with TNS to identify key contacts and assist in hosting those already being brought into the region and attract others that fit within our plan. It is imperative that we strengthen the industry participation within the Travel Media Program, encouraging operators to register and work with TNS to host writers. Working with TNS, all media coming into the region will be monitored and operators participating will be supported by SSTT. An inventory of the writers and their works will be monitored and collected for repurposing within our communications plan. Travel Writers We will approach several local Nova Scotia writers to assist in showcasing our signature experiences, including Sandra Phinney, Gillian Wesley (The Local Traveller) and Chris Surrette and Jan-Sebastian LaPierre( A for Adventure.) The goal will be to experience, share and capture stories of the South Shore. Our investments in writers will reap benefits in earned content that is shareable and able to be repurposed by all partners. We will have the writer prepare a series of articles supporting our key messages. We will also work with TNS to develop stories and itineraries for visiting travel media. It is recommended that all operators interested in hosting Travel Media connect directly with TNS to register for the Travel Media Hosting program. Dates: Ongoing



Cost: SSTT Human Resources GoMedia Canada SSTT will work closely with TNS in creating and hosting media experiences for those attending GoMedia Canada, a Destination Canada program being hosted in Nova Scotia in September and into October. Dates: Halifax, Oct 1 – 5, 2017 Cost: SSTT Human Resources Media & Press Releases SSTT will take a more proactive role by communicating what our region has to offer through pitching stories, issuing regular press releases and encouraging operators to do the same. This will expand our voice and reach, leverage the opportunities in our region and inspire visitors form our target audience,. Dates: at least monthly Cost: SSTT Human Resources FOUR-SEASON ATTRACTION OPPORTUNITIES In keeping with the provincial goal of increasing tourism revenues to $4 billion by 2024, South Shore Tourism Team sees expanding and exposing four-season tourism to the area as the most significant opportunity for rapid growth. The South Shore Tourism Team will commit to facilitating research that identifies our winter guest profile, categorizes activities and services currently available, determines opportunities that will bring revenues to the area and encourages their execution and delivery. Considering the province’s targeted visitor segments and partner feedback from our December 2016, the South Shore Tourism Team will encourage and facilitate the following opportunities and collaborations:

- Coordinate with event organizations to rotate the major national event bids from one community to next and one year to the next to increase longevity of the revenue streams for multiple years.

- Leverage our year-round assets in regional events and festivals to encourage shoulder season traffic ( i.e lobster season runs from fall to winter months)



- Facilitate a winter industry summit to encourage ideas, innovations and cooperation on gathering our asset listings and potential development opportunities.

Cost: In-kind contributions, SSTT Human Resources CAPACITY BUILDING

In consultation with TIANS and TNS, the South Shore Tourism Team will facilitate the delivery of affordable training sessions to support partner-identified areas of need which may include the following

Digital Marketing workshop on getting the most from a small budget in ADWords/Social Media ads

Social Media engagement ‘how to’ session, “Facebook 2.0”

Writing to optimize presence online; how to write media about your operation

World Host training for front line staff

Picture Perfect for Social Media sharing; how to take, edit and archive assets

Raising awareness and engagement in the EXCELLerator and other TNS programs

Recruiting and retaining employees

Yield Management and Maximization

Food and Beverage Server training

Google and related analytics – how to acquire and interpret them for your business

To more adequately assess and address needs, a survey may be developed in association with TIANS to be administered to our industry. Dates: Quarterly (April, May, June, and ongoing) Cost: Fees for training absorbed by participants, SSTT Human Resources



B. IMPLEMENTATION AND MONITORING Incorporation Since forming in 2013, the South Shore Tourism Team has been operating under the umbrella of the Chester & Area Chamber of Commerce which provided official status while awaiting the formation and direction of the South Shore Regional Economic Network (SSREN). As a Team that will continue focusing on actionable annual plans to generate incremental revenues from tourism, feedback from partners suggests formalizing as an incorporated body is desirable. Having reviewed available options, it is recommended that South Shore Tourism Team incorporates as a Non-Profit Co-Operative. This will enable the organization to function much like a society but since we are supporting a mandate to grow revenues and are working ‘cooperatively’ the Co-Operative is a solid fit for the organization. Under this incorporation format it affords us the flexibility to access funding programs available to a society. Incorporating would involve an election of officers, establishing by-laws for governance and schedule of events. Cost: $133.35 with an annual renewal fee of $33 Partnerships South Shore Regional Economic Network (SSREN) South Shore Tourism Team members and partners currently serve on the Tourism Committee of the SSREN actively working towards establishing a Strategic Plan for Tourism sector growth on the South Shore. We will remain active and ensure ongoing input is provided, and offer opportunities to communicate with and engage our partners. Tourism Industry Association of Nova Scotia (TIANS) The South Shore Tourism Team will continue ongoing collaboration and communication with TIANS to strengthen the sector and actively address concerns and opportunities for growth. Additionally, we will continue actively collaborate with Chambers of Commerce, Municipalities and others as opportunities present themselves in the achievement of our Plan. Communication with Partners The South Shore Tourism Team will meet and present an information/partner drive session with local associations/groups in the communities. This will build knowledge and confidence of our organization resulting in a



stronger partnership base. The tourism sector impacts many businesses in our communities and we would like to see our partnership grow to a minimum of 75 by end of our two-year plan. Date: April – June 2017 Cost: in-kind contributions, volunteer hours, SSTT Human Resources Measuring & Monitoring Measuring and evaluating our marketing initiatives will ensure the desired results are being achieved. Our digital campaigns will provide detailed reports including page visits, click-through rates and click-on ads. The South Shore Tourism Team will develop and implement a voluntary reporting program from our Cooperative Marketing Plan Partners to derive actual industry impacts of the plan.

The success of the initiatiaves will be further evaluated via:

- Google Analytics tracking of novascotia.com/about-nova-scotia/regions/south-shore and

novascotia.com/southshore by Tourism Nova Scotia

- Facebook insights and analytics, allowing us to modify or change, improving response rates.

- Digital Media campaign-tracking which will be collected and shared through reports.

- Monitoring, collecting and maintaining Media Coverage and reach with on our own channels and that of the Travel

Media division of Tourism Nova Scotia

- Content development, itineraries, images, shares and packages

- Social media shared content with tagging for the region, i.e. #NovaScotiaSouthShore and related

- Increase of partner numbers for South Shore Tourism Team

- Annual review of South Shore performance indicators collected and provided by Tourism Nova Scotia

Reporting: The following schedule of reporting and meetings will serve as the guideline for communication: March: Regional Meeting to Review DRAFT Plan March: Distribution of Plan and Partnership Investment Forms April 15: Go/No Go date. Funds for the annual plan must be confirmed to proceed June & September: Partner Updates December: Year in Review Meeting



Human Resources The South Shore Tourism Team will be responsible for the deployment and delivery of the Cooperative Marketing Plan, ensuring that the goals, benchmarks and measurements are met. Support for this work will continue to be provided by a contracted Project Coordinator. Costs: $30,000 annually, based on 20/30 a week, two-year commitment Project Coordinator Overall responsibility for assisting in the successful implementation and management of the annual plan will fall within the role of the Project Coordinator. The roles will include but are not limited to: Administrative

Maintain record of partnerships and status

Manage SSTT email & contacts

Manage SSTT documentation (minutes, communications, etc.) Client Services

Support SSTT in strategizing to increase awareness of South Shore

Provide South Shore event development support

Coordinate partner training program as outlined in the plan

Seek out, facilitate and advocate for promotional campaigns (NB T&T, CAA, etc.)

Liaison to optimize website presence

Seek out additional sources of funding and project approaches that enable the SSTT to succeed Communications & Outreach

Compile and issue monthly newsletter to partners

Prepare and coordinate quarterly newsletters with TNS

Prepare and issue monthly media releases

Grow partnership base and expand allies database



Marketing

South Shore Guide review and preparation

Ongoing review of NovaScotia.com pages to optimize South Shore presence

Liaise with TNS Travel Media to develop writer relationships

Expand Facebook presence and engagement; manage contests

Expand South Shore photo and video inventory and increase use of assets, identifying needs

Explore and integrate SSTT opportunities within TNS, Destination Canada, ACTP, TIANS, Taste of Nova Scotia, Restaurant Association of Nova Scotia, etc.

Assist in implementing Digital Media Campaign

C. TIMELINES March 2017-April 2018

Draft Plan presentation March 8, 2017

Winter Industry Summit March 27 or 28, 2017

Coordinator recruitment April 2017

Formalization of group May 2017

Partner presentations April to June 2017

Digital Campaign April to June 2017 October to March 2018

Facebook Spring 2017, Fall 2017, Winter 2018

South Shore Guide February 2017, February 2018 and February 2019

http://novascotia.com/



Website updates Ongoing

Cooperative marketing Ongoing

Saltscapes Expo April 2017 and April 2018

South Shore Expo May 2017

Rendezvous Canada 2018

Winter Industry Summit March 27 or 28, 2017

Travel and Social Media Ongoing

GoMedia October 2017

Capacity Building Seminars April, May and June 2017 and then quarterly

Annual report and partner gathering December 2017

New 2018 Marketing plan January 2018

Execution of plan April –March 2019



D. BUDGET SUMMARY The following budget does not incorporate nor reflect the investment by partners on their own in market, nor the investment they have made in the various initiatives outlined within this plan. The budget below reflects only the actual cash investment to make the plan achievable.

Revenue 2017 2018

TNS Digital Program App 2017 5000 5000

Municipal Investment (REN Formula)* 15970 15970

Partner Investment 57 partners @ $350 19950 19950

Total 40920 40920

Expenses 2017 2018

Project Coordinator 30000 30000

Digital Campaign 10000 10000

Incorporation Fees 133 33

Admin Fees (Bank/Book keeping) 750 750

Total 40883 40783



*Municipal Investment The SS-REN formula which has been applied to the annual budgets over the past 4 years has been used to arrive at the annual contribution. The following amounts will be requested of our Municipalities as investing partners in the Tourism Industry on the South Shore.

Municipality REN Formula % Requested over

two years Requested April 2017

Requested April 2018

RQM 16.77% $5,031.00 $2,515.50 $2,515.50

TOB 12.54% $3,762.00 $1,881.00 $1,881.00

TOL 4.01% $1,203.00 $601.50 $601.50

TOMB 1.95% $585.00 $292.50 $292.50

Lockeport 0.47% $141.00 $70.50 $70.50

Shelburne (Town) 1.38% $414.00 $207.00 $207.00

MODL 32.26% $9,678.00 $4,839.00 $4,839.00

MODC 24.62% $7,386.00 $3,693.00 $3,693.00

Shelburne District 6.00% $1,800.00 $900.00 $900.00

Barrington District $1,800.00 $900.00 $900.00

Clarkes Harbour $141.00 $70.50 $70.50

Total Municipal Contribution $31,941.00 $15,970.50 $15,970.50

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