Destination Port Stephens Marketing Action Plan 2013
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Destination Port Stephens Marketing Action Plan 2013
Introduction In June 2011 the NSW Government established the Visitor Economy Taskforce (VET) and charged it with developing a strategy to double overnight visitor expenditure in NSW by 2020. In June 2012, the NSW State Government released the Final Report of the VET. After extensive consulting with the industry at all levels and significant amounts of research, the final report takes an innovative, action based approach to managing the visitor economy. There is little doubt that this is one of the most profound and far reaching reports developed by and for the NSW tourism industry to date. Whilst the Plan has yet to be formally accepted by the Minister, it is highly likely that this will happen shortly and with minimum if any modification. Tourism now needs to be viewed in a much broader context than simply tourism and events. A destination must include the range of businesses and communities that benefit from Visitors and Visitor spending. Tourism should now be viewed as the Visitor Economy which “takes into account broader economic activity than that which has historically been defined as ‘tourism and events’. It includes the direct and indirect impacts resulting from a visitor travelling outside their usual environment for a holiday, leisure, events, business, conventions and exhibitions, retail, education, to visit friends and relatives or for short-term employment in NSW. It includes intrastate, interstate and international visitors.” This colloborative approach requires a Destination Management framework to enable a whole of industry approach to to increasing the sustainability and competiveness of the visitors experiences. Since Since June 2012, the PSTL Board has been working on the development of a Destination Management Plan (DMP) for Port Stephens. This plan is a move forward from traditional destination marketing and works to provide a more holistic and integrated approach to realising the tourism potential of the destination. The DMP is a reference tool, which will be used as a guide by individual tourism businesses, council, government agencies, developers and other stakeholders and focuses not only on the marketing of the destination but also the overall management and planning of a tourism destination. While the DMP process is underway, this Marketing Action Plan (MAP) provides the tools for Port Stephens to continue to grow demand and build product whilst incorporating some of the key elements of the DMP to date .
Tourism in Port Stephens Tourism is one of the main industries in Port Stephens and the main economic activity on the Tomaree Peninsula. The area attracts in the order of 617,000 domestic and 27,000 international overnight visitors and 612,000 domestic day-trippers per year, plus over 100,000 inbound overseas visitors. These visitors spend an estimated $377.3 million per annum within Port Stephens with 1,574 people directly employed in the tourism sector in more than 300 businesses that consider themselves primarily in the tourism industry. Tourism in Port Stephens is considered to be a mature industry, with established markets, a strong accommodation and attraction base and well-developed support infrastructure and services. A Vision for Destination Port Stephens in 2020 Vision Port Stephens is recognised amongst Australia’s most desirable destinations for leisure, business and lifestyle. It is an engaging and progressive location delivering a sustainable and innovative tourism sector that: preserves our natural environment, gains community support, offers diverse high quality rewarding visitor experiences underpinned by our natural environment, heritage and culture and provides best-in-class services and care for our visitors. Port Stephens in 2020 In 2020 Port Stephens will have a vibrant, mature, engaged and significant tourism industry that is the envy of other destinations. The industry will enjoy wide support of stakeholders and Port Stephens Tourism will be recognised for leadership and accepted as the organisation responsible for managing the destination. The area will have outperformed the state and our competitive destinations in relation to the targets set in the Federal government’s 2020 Tourism strategy. Visitors and Visitor Services Visitors and potential visitors will have a positive attitude towards holidaying in Port Stephens. They will be well informed about the destination and will be able to access and book all tourism product instantly wherever they are and on any device. When visiting Port Stephens, they will experience friendly, knowledgeable and engaging interactions with tourism industry and other business staff as well as with locals. There will be clearly identified walking and touring routes as well as effective local signage. They will benefit from a high level of packaging and collaboration between businesses which provides them with desirable solutions during their stay. The Visitor Information Centre has transitioned from providing information and bookings
to visitors to being an all-inclusive "shop-window" for the destination via a holistic business model that significantly benefits local tourism operators and provides all- encompassing destination information and communication to visitors using leading-edge technology. Residents By 2020, residents will have a greater understanding of the industry and will be proud to show off our local destination to visitors. Along with business owners and employees, residents will be nice to visitors. Residents will understand and will take full advantage of the cultural and social benefits that tourism provides. They will be tolerant of the negative impacts and actively seek ways to reduce these impacts. They will see tourism as a great and honourable source of employment and appreciate the opportunities provided to the youth of the area. Port Stephens Tourism Will have completed its transformation into an enthusiastically supported destination management company, respected by the industry and stakeholders. By 2020, membership will be regarded as entirely accessible by a range of companies and individual who aspire to be part of a dynamic and forward thinking team. Port Stephens Tourism's business structure will provide a focus on destination marketing and development as opposed to administration. The organisation has increased and diversified its sources of funding. Port Stephens Tourism will be facilitating training in collaboration with training providers. Industry staff will be able to take advantage of an active professional development- training program. The opportunities and activities afforded by Port Stephens Tourism will be recognised by industry as valuable and enthusiastically supported with participation and buy-in. The Board The Port Stephens Tourism Board will have remained essentially the same size as it was in 2012, but its composition will include representation from the wider business community and the environment whilst maintaining diversity in geographical and business sectors. The board will be focussed on policy and strategic issues and will display a high level of professionalism in carrying out their duties, supported by a Professional Development program. Council and Local Organisations By 2020 Port Stephens will have a council that continues to fully support tourism as an industry. Chambers of Commerce and other industry groups will be encouraged to collaborate and be actively and positively involved in Port Stephens Tourism initiatives.
All organisations will have a clear understanding of individual roles and will be working to achieve a shared vision and strategy of building a sustainable community. Marketing Links with surrounding destinations will be well established and will be actively used for marketing where there is benefit to Port Stephens. Port Stephens will have a strong sense of identity with clear, signage and theming. The Port Stephens brand will be well recognised and embraced by business and industry who are confident of its value. Passengers arriving at our airport will be greeted to Port Stephens. All townships within the Local Government Area will voluntarily and enthusiastically adopt the Port Stephens brand and will see themselves as part of the greater Port Stephens experience. Individual businesses and organisations will actively engage with Port Stephens Tourism in marketing activities and will see value in incorporating our destination branding components into their own activities. Technology Existing and new technologies will be embraced and used extensively in running the business and communicating with our customers. Local businesses will have a high level of understanding and use of technology as a result of Port Stephens Tourism’s efforts in training. Port Stephens Tourism will be at the forefront of technological change advancements positively impacting the tourism sector and will lead by example. Transport By 2020 Port Stephens will be a viable destination for travellers without vehicles. The area will have an established daily bus service departing Sydney in the morning and returning in the afternoon in addition to the existing service. Buses will offer a high level of connectivity with city rail trains as well as the country link service. There will be a daily return service to the Hunter Valley with airport stopovers and visitors will be able to take advantage of the easy connections with other main bus companies travelling along the Pacific Highway. At least one major car rental company will be able to provide rental vehicles on the Tomaree Peninsula. Environmental Sustainability In 2020 Port Stephens Tourism Limited champions sustainable tourism and has developed, and adheres to a strategy for the long term conservation of Port Stephen’s unique natural assets on which tourism largely depends. Port Stephens follows the world’s best practice for nature-based tourism values and ecotourism principles.
The Challenges and Opportunities Tourism in Port Stephens has faced some major trials over the last five years. Organisational restructure, changes in senior staff and management has placed a larger emphasis on planning and management rather than development One of the most significant challenges and exciting opportunities is the abilty of the destination and its operators to respond and adapt to the new frontiers of the digital world. The speed of change and the new and emerging technologies are growing and growing; activities that proved successful only a year ago are now outdated. Consumers are becoming more and more savvy and traditional marketing methods are decreasing in their effectivness. The need for constant change and innovation is increasing dramatically as is the need to skill the workforce. To continue to flourish as a peak industry organisation, PSTL needs to ensure the appropriate levels of financial and human investment to support this as it is without doubt, one of the key responsbilities of the organsiation to ensure it is designed to repsond and adapt to the dynamic nature of the global tourism industry. The increasing focus on the internet also poses another challenge for PSTL. With the ability for the individual to undertake DIY marketing for relatively low costs, there appears to be a trend for a more individual focus on marketing activities. PSTL needs to lead by example and continaully review the way information is communcitated to members. There needs to be a new way of looking at things including new types of incenetives for members who participate in co-op marketing programmes; incentives that can only be sourced via the partnership with the organisation. PSTL needs to determine what these motivators are and how best to communicate them to members. There needs to be a sense of ownership of brand Port Stephens amongst the industry. Members need to become brand advocates and enthusiastically adopt the organisational messages. From this will grow the team work and collaborations required to build a strong and sustainable industry. In turn, the age old challenge of how to create a sense of inclusion for those businesses not located on the Tomaree Peninsula now becomes an opportunity. Through changing the mindset of operators and the indsutry from tourism locations to an overall Vistor Destination, PSTL can begin to incorporate more and more product from areas such as Raymond Terrace, Tilligerry and surrounding locations. With a specific focus on product development and events PSTL will no longer been seen as purely the Tomaree Peninsula. This leads into the notion of a destination which crosses all layers of our community and visitor economy. The brand of Port Stephens is not only a great place to visit, but also a great place to live, build, invest, work and visit…again and again.
Overall, this greater understanding of the Port Stephens brand will facilitiate a more
effective partnership between PSTL, Council, residents and the business community
and ultimately, work to attact new, sustainable and considered developments which
protect our most important assets ensuring Port Stephens becomes a healthy,
prosperous and sustainable destination for many generations to come.
Key Strategic Priorities
Over the past five years, PSTL has participated in a number of significant studies
undertaken by PSC and associated organisastions. PSTL has also worked on various
strategic plans of its own and as part of the DMP process; a review on the key findings
of these documents was carried out.
From this, a number of key strategic priorities have been collated and provide a basis
for the actions outlined in this plan.
Marketing and Communications
• Consolidate and continue to develop the positioning of the Port Stephens
destination as a regional location experience in intrastate marketing, ensuring a
continuity of messages under the "PS I Love You" campaign.
• Increase awareness of Port Stephens diversity of experiences and attributes.
• Differentiate the destination from its competitors.
• Develop greater levels of destination awareness in key international markets
including Asia and New Zealand.
• Focus on media (noting the importance of social media) and publicity in order to
strengthen activity in target markets.
• Increase industry participation in marketing activities that strengthen awareness
among key target markets.
Product Development
• Raise awareness of the variety of activities/tours available.
• Increase awareness of the destination's natural attractions.
• Increase packaging, cross promotion and tour options of tour products.
• Identify and develop distinct experiences that capitalize on the destination's
attributes.
Events and Festivals
• Attract a larger share of business events, with a focus on larger state and nationalconferences.
• Expand the destination's ability to host business events with a focus on
communicating venue and accommodation availability.
• Support established and attract large events (specifically sporting and music
festivals) that can make a significant contribution to the local economy and increase
the destination's profile.
Industry Training and Education
• Provide appropriate education and training and encouragement to adopt best
practice within Port Stephens.
• Attract train and retain skilled, experienced staff in the tourism industry.
• Establish strategic alliances with Universities and TAFE.
• Continued delivery of an annual tourism scholarship.
• Develop networks and collaboration between tourism and hospitality industry
operators to work together to grow tourism in the destination.
Leadership and Partnerships
• Continue to improve communication and coordination of tourism activities across the
destination.
• Facilitate and grow strong and positive industry relationships with destination
neighbours in the Hunter and Mid North Coast locations, identifying and executing
shared programs.
• Develop a strong, well-resourced leadership structure to prepare and implement a
Destination Action Plan to facilitate successful destination marketing and
development delivery.
• Engagement with all tourism stakeholders including government and non-
government agenciesDestination Experiences and Key Visitor Source
Markets
Given the nature of destination marketing and the diversity of accommodation types,
attraction types and the inherent seasonality of tourism, target markets for a destination
like Port Stephens must necessarily be much broader than that for any individual
tourism business. The target audience for Port Stephens has not fundamentally
changed over recent years however relative importance and methods of attracting are
certainly changing.
Under the framework of a Destination Management Plan, Port Stephens will focus on
buidling key visitor experiences that highlight the distinctivness of the destination,
increase the attractivness of the destination for visitors and ultimately, increase visitor
spend.
This approach provides greater flexibility for Port Stephens to both grow demand and
build supply. It provides year round options and gives a range of high quality expriences
which can then be marketed across a range of platforms to key visitor source markets or
special interest groups.
Port Stephens will continue to market the destination to our proven geographical target
markets and will support all activities with tradtional, high performing activities to ensure
a well balanced, diverse and inclusive marketing strategy.
Goals and Measures
Destination Marketing is inherently difficult to measure, however there are some key
elements, which can be used as base for determining the success of the various
initiatives.
GOAL MEASURE
Increase the economic contribution of Increased visitor length of stay.
tourism to the destination by increasing:
Visitor numbers
Increased visitor expenditure.
Length of stay
Visitor expenditure
Increased visitor numbers.
Develop a united and cohesive tourism Increased industry participation in tourism planning
sector to enhance the destination's and development and cooperative marketing
overall marketing impact. activities including:
Maintain or increase membership
Increase participation in co-operative campaigns
Increase website traffic to consumer site and
members sites via campaignsIncrease tourism investment in Growth in appropriate tourism investment.
infrastructure in the Port Stephens
destination.
Ensure sustainable development of the Development of new product suited to the needs of
destination’s tourism product. the target market.
Improved communication to increase awareness of
the value of tourism among community.Destination Branding
Activity Overview Key Budget Timing Member Buy In/
Responsibility Leverage
opportunity for PS
Destination)Port)Stephens)Branding)Strategy)) Engage)facilitator)to)work)with)PSTL)board)to)consider)and) ) $22,500) TBC) Will)provide)
establish)a)strong)and)consistent)destination)brand)whilst) foundations)for)all)
)
identifying)and)focusing)on)the)strengths)and)opportunities) future)marketing)
for)PS)) strategy)
Provide)brief)for)development)of)Destination)PS)creative)and)
positioning)strategy)to)nominated)agency))
Create)PR)Strategy)and)launch)Destination)PS))
Refresh)PS)I)Love)You)Campaign)) Develop)brief)and)engage)photographer)to)develop)series)of) ) $5,000) March)2013) Images)available)for)
refreshed)images)for)PS)I)love)relative)to)PS)Experience) member)use))
concepts)including:)health)and)wellbeing,)nature)etc.))Ensure)
sizing)and)layout)suitable)for)online)and)offline)use))
Consumer)Shows)) Continue)updating)all)exhibition)materials)and)collateral)for) ) $25,000) February) Encourage)member)
Consumer)shows)including)PS)Photo)Booth)Concept)) 2013) participation)via)
financial)support)
Review)and)update)opportunities)for)leveraging)member) and)refreshed)
participation)in)various)consumer)shows)and)distribute)policy) creative))
to)encourage)member)) Final)buy)in)value)
will)be)outlined)in)
Attend)nominated)consumer)shows)in)partnership)with) OnSgoing)) updated)policy))
member)businesses))
The)Port)Stephens)Experience)) Create)a)series)of)innovative)Port)Stephens)Trails)/) ) $6,000) May)2013) Various)
Experiences)aimed)at)both)domestic)and)international) opportunities)for)
markets)focusing)on)nature,)food)and)wine,)adventure)and)) product)to)tag)on)via)
tactical)campaigns)
Develop)marketing)strategy)for)implementation)of)trails)both) will)be))
online)and)off)line))
Destination)Port)Stephens)Style)Guide)) Update)style)guide,)make)accessible)and)encourage)member) ) $1,500) June)2013) For)use)by)members))
use))PS)I)Love)You)Collateral) Increase)the)range)of)PS)I)love)you)promotion)material)for) ) $7,000) February) Encourage)members)
use)by)members)) 2013) to)onSsell)branded)
promotional)
Increase)the)range)of)PS)I)Love)you)promotional)material)for) materials)and)to)
consumer)sales)) include)branding)on)
staff)uniforms)etc.)
(Pins,)tSshirts,)hats,)beach)towels,)key)rings,)stubby)holders,)
bottle)openers)etc.))
Outdoor)Advertising)) Update)skin)on)Tomago)billboard)in)line)with)PS)I)love)You) ) $18,000) December) N/A)
Campaign)and)refresh)2)–)3)times)per)year)with)relevant) 2012)
)
seasonal)image))
Investigate)options)for)a)range)of)billboard,)bus)shelters,)bus) January)2013) TBC))
backs)and)other)advertising)opportunities)in)line)with)specific)
campaigns))Digital
Activity Overview Key Budget Timing Member Buy In/
Responsibility Leverage
opportunity for PS
Social)Media)) Develop)a)social)media)prospectus)and)strategy)for) ) $20,000) January)2013) Educate)and)
encouraging)take)up)of)paid)social)media)opportunities)by) encourage)
PSTL)members)) participation)in)
social)media)for)
Continue)targeted)Facebook)advertising)aimed)at)increasing) OnSgoing)) members.)
likes)from)key)target)markets)and)driving)business)to)website)
)
with)year)round)drip)feed)approach)with)increases)to)budget)
during)specific)campaigns) OnSgoing)
opportunities)for)coS
Support)all)coSoperative)advertising)with)Facebook) As)required)) op)in)line)with)
sponsored)posts)for)all)participating)partners)over)duration) tactical)campaigns)
of)specific)campaign)and)encourage)sharing/likes)etc)with) to)expand)and)build)
individual)businesses)with)aim)of)increasing)participation)in) branding)messages))
PS)Facebook)page)and)also)driving)business)to)members))
Develop)series)of)short,)home)made)videos)on)key)Port) OnSgoing))
Stephens)experiences)and)channel)through)You)Tube)and)
then)various)other)social)streams)including)Facebook,)
Twitter)etc.)
Develop)Port)Stephens)Pinterest)page)and)build)profile)with) OnSgoing))
quality)images)specific)to)“places)I)would)like)to)go,)food)and)
wine,)beaches,)interiors”)etc.))
Pay)Per)Click))) Continue)a)drip)feed,)year)round)spend)with)adwords) ) $50,000) OnSgoing) Opportunity)for)coS
increasing)during)specific)campaign)periods) op)in)line)with)
tactical)campaigns))
Develop)a)document)which)outlines)the)most)successful) Quarterly))
adwords)formats)for)Port)Stephens)and)include)in)quarterly)
reporting))
SEO)) Investigate)online)training)programme)for)PSTL)staff)to)fully) $18,000) OnSgoing)with) Leverage)destination)
understand)SEO)and)importance)of)ensuring)site)is)fully) quarterly) branding)via)
optimised)at)all)times)) review)) educating)members)
on)value)/)how)to)
Review)PS)Consumer)site)to)ensure)high)level)of)SEO)across) )site)and)build)organic)search)results)and)provide)quarterly) with)SEO))
review)on)12)key)search)terms)showing)the)growth)or)
decline)across)these)keywords)and)
Provide)details)on)SEO)success)to)members)to)assist)them)in)
increasing)their)online)growth))
Smartphone)App) Continue)development)of)PS)App)with)Impart)Media)) ) $6,000) OnSgoing) TBC)
Launch)of)PS)Smartphone)App)with)fully)integrated)PR) May)13)
strategy))
ESHoliday)Club) Continue)update)and)merge)of)all)data)) ) $6,000) November)12) OnSgoing)
opportunities)for)
Develop)EDM)calendar)and)initiate)a)series)of)EDM) February) member)
marketing)opportunities)promoted)to)members)for)buy)in)) 2013) participation)in)line)
with)tactical)
Develop)specific)series)of)EDMs)providing)consumers)chance) OnSgoing)) campaigns))
to)WIN)a)significant)prize)through)providing)details)allowing)
PSTL)to)profile)database)to)a)detailed)level))
Develop)creative)for)range)of)EDMs)templates)across)all)key) December)
markets)including)members,)consumer,)international)etc))) 2012)
Why)I)love)PS)Campaign)) Develop)concept)for)media)campaign)featuring)famous)faces) ) $5,000) March)13) Members)provided)
and)why)they)love)holidaying)/)living)/)working)in)PS) with)opportunity)to)
)
leverage)their)
) Provide)brief)for)creative)concepts)to)nominated)agency)) marketing)via)
destination)
messaging)
Consumer)Website) Increase)take)up)of)opportunities)for)member)participation) $15,000) Ongoing)) Various))
on)consumer)site)by)developing)template)for)reporting)
results)to)all)those)who)participate)in)online)marketing)
programmes))
Finalise)upgrade)of)consumer)site)to)ensure)mobile)and) November)
tablet)friendly)) 2012)
Add)blog)to)consumer)website)for)regular)uploading)of)new) January)2012)
product)information,)events)and)general)Port)Stephens)news)Communicate)importance)of)consumers)reviews)to)members) OnSgoing))
and)encourage)regular)monitoring)and)responding)to)online)
reviews)by)both)PSTL)site)and)Trip)Advisor)etc))
Corporate)Website)) Set)up)media)log)on)and)image)gallery)solution)for)corporate) $5,000) April)2013) Source)of)significant)
site)) information)for)
members)wishing)to)
Build)link)to)allow)updating)of)member)profiles)from)website) March)2013) leverage)off)PS)
to)Woocom)dbase) Marketing)and)
Research))
Investigate)opportunities)to)build)corporate)site)to)become) June)2012)
an)integrated)membership)management)tool)linking)to)
accounts,)training)etc))Meetings Incentives Conferences and Events
Activity Overview Key Budget Timing Member Buy In/
Responsibility Leverage
opportunity for PS
Industry)Partnerships) Meet)regularly)with)PS)Events)staff)to)ensure)combined) ) $54,473.10) TBC)) Various))
efforts)and)singular)message)for)event)marketing)and)
)
management)in)Port)Stephens))
All)major)MICE)
MICE)Membership) Apply)for)membership)with)Business)Events)Sydney) ) activities)to)be)
supported)with)
Apply)for)membership)with)MEA)) financial)
commitment)
Digital) Develop)monthly)MICE)eSnewsletter) from)members)
and)industry)
stakeholders))
Update)and)refresh)online)planner))
Develop)specific)website)for)MICE)Port)Stephens))
Tradeshows) Attend)key)industry)tradeshows)including:) )
• Newcastle)University)Showcase)
• Hunter)Business)Review)Expo)
• AIME))
• EA)Network)Showcase)
• Australian)Business)Events)Expo)
• Business)Events)Sydney)Showcase)
• MEA)Educational)Event))
Advertising)) Place)advertising)in)key)MICE)publications)with)generic) )
branding,)call)to)action)and)editorial)support)including)CIM)
Magazine)and)EA)Network))
PR)and)Familirisations) Submit)regular)media)releases)to)Peak)PR)for)distribution)to) )
key)MICE)contacts)
Develop)a)Port)Stephens)Mega)Famil)in)conjunction)with)PSTL)MICE)Network))
Encourage)regular)familirisations)of)Port)Stephens)
accommodation)and)attractions)from)targeted)MICE)industry)
contacts)
Sports)Solutions)) Work)with)Port)Stephens)Council)Events)department)to) )
develop)programme)for)progressing)sports)solution)strategy))
Port)Stephens)Mobile)Information)Van)) Investigate)proposal)for)purchase)of)PS)Pop)Up)information) )
booth/trailer/van)to)be)used)at)relevant)events)and)festivals)
to)encourage)visitation,)communications)and)messaging)for)
events)in)Port)Stephens))
Committee)Support)Services) Create)systems)for)providing)support)to)member)based) ) Providing)platform)
marketing)groups)such)as)MICE)Committee)to)ensure) for)members)to)
continued)growth)and)development)of)these)very)important) drive)destination)
marketing)networks)including:)) marketing)in)line)
with)their)key)
• Produce)terms)of)reference)for)member)operated)
interest)group))
marketing)groups)including)requirements)for)funding)
from)PSTL)such)as)provision)of)minutes,)marketing)plan)
etc.))
• Create)template)for)marketing)plan)and)minutes)to)
ensure)simple)solution))
• Promote)the)success,)opportunities)and)roles)of)the)
group)through)various)media)including)corporate)
website)etc.))
)Domestic Marketing / Tactical Campaigns
Activity Overview Key Budget Timing Member Buy In/
Responsibility Leverage opportunity
for PS
Post)Christmas)Campaign)) Develop)Why)I)Love)Summer)in)Port)Stephens)campaign) ) $150,000) January)2013) TBC)but)will)be)
targeting)post)holiday)travel)with)specific)focus)on)families,) limited)to)specific)
empty)nesters,)short)break)couples)with)a)specific)focus)on) number)of)operators)
events)and)activities)in)Port)Stephens)during)this)time) with)bookable)
product))
Provide)brief)for)nominated)agency)for)simple)creative)for) )
online)newsletter)with)standard)shell)and)targeted)headlines)
Member)support)
On)sell)space)to)a)maximum)of)four)members)/)packages)(or) provided)to)ensure)
offer)free)space)to)initiate)programme)) maximum)leverage)
for)destination)
Distribute)newsletter)to)ESholiday)club)(both)versions)over) branding))
two)weeks))and)OAWK)) )
Support)OAWK)advertising)with)banner)add)) ))
Support)campaign)with)targeted)Facebook)advertising)
combined)with)Facebook)posts)on)each)specific)product)over)
fourSweek)period.)
Post)Easter)Campaign)) Develop)targeted)campaign)around)Autumn)Activities) ) April)2013) Various))
including:)events,)nature)and)bushwalking,)etc.)
Work)coSoperatively)with)relevant)event)bodies)including)
NBDCC)to)integrate)various)events)into)the)campaign))
)
Whale)Season)Campaign)) Continue)relationship)with)NPWS)and)leverage)opportunities) ) June)2013) Various)
for)Wild)About)Whales)campaign))
)Winter)Campaign)) Develop)a)specific)campaign)promoting)PS)in)Winter)focusing) ) August)2013) Various))
on)a)range)of)natureSbased)activities)along)with)food)and)
wine)experiences.)
Link)campaign)to)launch)of)PS)Experience)Trails))
)International Marketing
Activity Overview Key Budget Timing Member Buy In/
Responsibility Leverage
opportunity for PS
Trade)Shows,)Missions)and)Familiarisations) Attend)ATE)in)partnership)with)neighbouring)destinations) ) $25,000) ) Various)
and)increase)member)participation))
Participate)in)India)Travel)Mission)and)China)Travel)Mission)) ) )
Progress)opportunity)for)Sydney)Showcase)2013)and)begin) ) )
developing)programme)for)member)inclusion)and)
participation))
Strategic)Partnerships) Continue)conversations)with)neighbouring)destinations)to) ) OnSgoing)
build)the)branding)and)content)for)Sydney)Surrounds)
product))
International)Marketing)Packages)) Develop)international)marketing)solution)package)for) ) February)
members)providing)detail)on)all)international)activities)for) 2013)
the)year)with)pricing)and)incentives)for)participation))
International)Training)Modules)) Develop)a)series)of)international)training)modules)for) ) July)2013)
inbound)agents)and)wholesalers)for)use)online)
Initiate)a)series)of)online)activities)including)webinars)and) )
Sydney)surrounds)showcase)for)international)buyers))
International)Newsletter)) Develop)a)quarterly)international)newsletter)providing) ) Quarterly))
specific)information)relevant)to)new)product)in)PS)with)links)
to)video,)audio)and)other)interactive)tools)to)continue)to)
build)relationships)and)increase)PS)inclusion)in))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))))
international)tour)programmes))Public Relations and Communications
Activity Overview Key Responsibility Budget Timing Member Buy In/
Leverage
opportunity for PS
Community)Engagement)) Develop)a)minimum)of)one)media)release)per)month)for) ) $2,000) Monthly)) N/A)
distribution)by)Peak)PR)focusing)on)activities)of)board)and)
value)of)tourism)to)the)economy)
Distribute)new)Port)Stephens)Visitors)Guide)to)all)residents)) March)2013)
Member)Engagement)) Initiate)bi)annual)brainstorming)sessions)) ) $5,000) March)2013) Expand)tools)to)
increase)PSTL)
Refresh)format)for)monthly)familirisation)meetings)by) February) membership)and)
sending)out)formal)agenda)prior)to)meetings)&)requesting) 2013)) brand)message))
new)members)and)those)that)wish)to)speak)provide)
summary)of)topic)for)inclusion)in)minutes)
Provide)a)quarterly)update)to)all)members)via)the) ) Quarterly))
familiarisation)meetings)with)information)on)the)stats,)
achievements)and)successes.)Encourage)key)stakeholders)
such)as)PSC)and)other)partners)to)attend)these)quarterly)
meetings))
PR)Consultant)) Increase)information)provided)to)Peak)PR)by)actively) ) N/A) OnSgoing)) Free)participation)in)
sourcing)information)from)members)on)specific)product)and) PR)with)PSTL)
activities)(develop)standard)form) Membership))
Destination)Port)Stephens)Communication)Strategy)) Develop)Destination)PS)Communication)strategy)providing) ) $1,500) June)2013) Members)
full)details)of)how)the)PS)brand)message)is)consistently) opportunity)to)
)
communicated)to)both)internal)and)external)audiences)with) develop)strategies)
primary)focus)on)PR)) inline)with)
destination)
Develop)a)template)for)members)wishing)to)provide) December) marketing)activities)
information)for)possible)media)release)to)streamline)process) 2012) and)broaden)
and)encourage)more)take)up)) messages)
Port)Stephens)Whale)on)the)Beach)) Develop)a)fully)integrated)strategy)for)the)whale)on)the) ) 45,000) June)2013) TBC)
beach)campaign))Product and Industry Development
Activity Overview Key Responsibility Budget Timing Member Buy In/
Leverage
opportunity for PS
Research)) Expand)alliances)with)university)students)and)AITO)to) ) $14,000) TBC)) Various))
initiate)a)series)of)research)projects)relevant)to)the)
destination)management)of)Port)Stephens)ie:)collecting)
data)on)the)holiday)experience)of)visitors)while)they)are)in)
Port)Stephens,)awareness)and)perception)of)holiday)
makers)who)have)not)been)to)Port)Stephens)etc.))
Work)with)AITO)to)support)research)work)and)investigate)
opportunities)for)collaborating)on)templates)for)members)
to)provide)mechanisms)for)individual)business)to)collect)
and)interpret)relevant)data)
Continue)conversation)with)TSC)for)holding)March)meeting)
in)Port)Stephens))
Ensure)data)is)regularly)communicated)to)members)along)
with)explanations)and)support)for)how)it)can)help)grow)and)
develop)their)business)via)newsletters,)corporate)website,)
membership)meetings)etc))
Tourism)Infrastructure)Upgrades)) Begin)investigations)for)the)development)of)a)PS) ) N/A) TBC) NA))
interpretive)signage)strategy)in)conjunction)with)Port)
Stephens)Council,)NPWS)and)RMS)
Reporting)Templates) Develop)template)for)providing)detailed)and)useful)data)for) ) $5,000) December) Educate)members)
members)participating)in)any)coSop)marketing)activity) 2012) and)industry))
making)use)of)tools)such)as)bit.ly)links)etc.))
Develop)template)for)quarterly)members)reports)and)
updates)and)present)at)PSTL)famils)
Board)Development)) Investigate)opportunity)for)board)training)and) ) $2,000) TBC) N/A)
development)opportunities)to)ensure)continued)high)level)
of)conversation)and)decision)making)throughout)the)year))Review)board)reporting)tools)such)as)minutes)and)financial) December)
reports)and)provide)options)for)more)modernised,)relevant) 2012)
options))
Increase)Investment)) Work)with)PSC)ED)and)Events)unit)to)integrate)PS)branding) ) N/A) OnSgoing) Expand)PS)
through)all)activities)aimed)at)attracting)new)investment)to) Destination)
the)region) messaging)
Best)Practice)) Investigate)possibility)of)developing)a)series)of)Best) ) N/A) June)2013) Improve)industry)
Practice)tools)for)various)tourism)segments)such)as)holiday) standards))
letting)etc.)to)assist)members)in)having)standards)across)
the)regions))
Workforce)Development)) Continue)with)new)training)and)development)programmes) ) $10,000) OnSgoing)) Provide)training)
aimed)at)increasing)the)skill)set)and)knowledge)of)tourism) programmes)to)
operators)in)PS) educated)and)build)
member)business)and)
Industry)Scholarship)Programme)) increase)skill)base)
Ambassador)Programme))
Destination)Management)Planning)) Continue)process)for)developing)a)fully)integrated,)detailed) ) $25,000) June)2013) N/A)
strategy)for)Port)Stephens))
Present)current)position)and)key)impacts)of)the)VET)and)
DMP)process)for)Port)Stephens)and)surrounding)
destination)to)PSC)and)other)key)stakeholders)associations)
such)as,)EDAP,)NBDCC)etc.))
Continue)to)brief)members)and)key)stakeholder)
associations)on)continued)progress)of)DMP)throughout)the)
year)via)newsletters,)corporate)website)etc.))
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