MEMBERSHIP PROSPECTUS 2020-2021 - Kangaroo Island
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MEMBERSHIP PROSPECTUS 2020-2021
Who are we?
Bay of Shoals Wines
Credit: Meaghan Coles
2
? K angaroo Island Tourism
Food Wine and Beverage
Association (KITFWBA) is Our key
the peak industry association
representing Kangaroo Island’s objectives and
tourism operators, and its food,
wine and beverage producers. purposes
As a not-for profit, membership- Kangaroo Island Tourism Food
based, marketing and destination Wine and Beverage Association
development organisation, we has the following key objectives:
promote Kangaroo Island for both
• Targeted destination marketing
leisure, business and as the source of
– to promote Kangaroo Island
premium product and produce, both
as a must visit destination,
domestically and internationally.
a place of unspoiled nature,
We focus on targeted destination authentic products and
marketing; we help facilitate the exceptional tourism experiences.
access and dispersal of visitors to
• Industry Development – to
our region and provide member
support the development of
services such as advocating for local
our industry’s capacity and
tourism issues, providing business
capabilities by providing access to
networking and educational
information, training and industry
workshops to increase industry
development opportunities.
capacity and capability. We support
and partner with our membership • Advocacy – to represent,
to collectively strengthen and support and advocate on behalf
grow our regional economy. of our association members,
presenting a strong collective
voice to key stakeholders,
government departments,
influencers, trade and media.
• Sustainable regional economic
growth – to drive visitation, visitor
dispersal, product knowledge,
availability and distribution
and to increase awareness that
Kangaroo Island is a source of
premium products and produce.
3
Why membership
is important
The Oyster Farm Shop
Credit: Josie Withers
4
p Why should • Opportunities to be
represented at both trade
I become a and consumer initiatives.
t
member? • Discounted marketing
opportunities through the
Becoming a member of the Visitor Guide and other key
Kangaroo Island Tourism Food Wine publications such as consumer
and Beverage Association has a and trade newsletters
broad number of benefits. produced by the association.
It is an investment that delivers
the best opportunities for • The opportunity to harness the
exposure, networking, marketing power of working collectively
and best of all, building strong with other members of Kangaroo
relationships within the tourism Island Tourism Food Wine
food wine and beverage industry. and Beverage Association.
As a member you get – • Access to valuable training
and development workshops,
• The opportunity to be part of a programs and initiatives.
strong regional business network
promoting the aspirations of the • Access to regional, state
local tourism, food, wine, and and national research,
beverage industry community. tools and resources.
• Increased awareness, • The ability to access and have
understanding and knowledge exposure on a range of consumer-
of projects, activities and issues focused platforms including key
facing the region through regular regional websites, interactive
communications and functions. digital maps and hugely
successful social media platforms.
• Collaborative marketing
opportunities to further
promote your own business.
5
Overview of
benefits
Raptor Domain
Credit: Lachlan Gardiner
6
Website
KITFWBA will manage, develop and tourkangarooisland.com.au
continuously improve its three key websites, 129,191 unique users
providing a significant digital footprint for an increase of 22% on last year
our members. The websites provide a way for 311,556 page views
visitors to connect with local tourism operators, an increase of 16% on last year
producers and experiences and play a key role
in attracting and converting visitors to visit and eatdrinkki.com.au
purchase products. 26,904 unique users
an increase of 24% on last year
Every KITFWBA member will be listed on at
least one of the website platforms. All websites 52,138 page views
an increase of 14% on last year
will be interactive and backlinked, ensuring the
consumer has the greatest visibility of our tourism
food wine and beverage member businesses. kimap.com.au
15,700 unique users
Members will have the opportunities to leverage an increase of 77% on last year
off these platforms by providing content, imagery, 28,745 page views
listing events and offering specials and deals. an increase of 59% on last year
7
Social Media
Kangaroo Island’s online and social media
channels have become pivotal to our destination
marketing activities and form a valued
benefit to members. The platforms have an
incredibly engaged tribe of followers who
are using the platform in all aspects of their
travel cycle. Used primarily for destination
marketing, only members will be able to
leverage off social media platform initiatives.
80,421 followers
6,002,169
impressions
432,853
engagements
a reach of over
4,401,923
36,300 followers
3,358,955
impressions
a reach of over
2,088,914
8
Industry Cooperative
Development, Marketing
training, tools Being a member of KITFWBA provides
great opportunities to participate in
and resources collaborative marketing opportunities.
With this being a key focus of our This includes opportunities for:
industry association, we provide frequent • Representation and capacity development
opportunities for industry development. to attend international tourism trade events
This includes: such as Australian Tourism Exchange, Travel
Showcase, and India Travel Mission.
• Invitations to regular networking
opportunities for businesses to build • Inclusion in regular Consumer and Trade
connections and find opportunities for Newsletters where you can show off your
partnerships and packaging opportunities. latest product, award, or experience etc.
• Access to regular training and business • Invitations to participate in collaborative
development workshops across a range marketing activities, for example
of business development areas. Tasting Australia, Cellar Door Festivals
and other key consumer events as
• Opportunities to engage in deemed appropriate and valuable.
business mentoring programs.
• Assistance with leveraging strategic
• Discounted membership access to marketing campaigns run by
online training program - Our Kangaroo Tourism Australia, South Australian
Island Ambassador Training Tourism Commission and other
• Access to relevant and pertinent research key stakeholder organisations.
and insights regarding the region. • Opportunities to be included in South
Australian Tourism Commission/Tourism
Australia media and trade emails.
9
Visitor Guide Industry Newsletter
Kangaroo Island Tourism Food Wine and Our monthly newsletter aims to be packed to
Beverage Association works collaboratively the brim with industry news, opportunities,
with HWR Media to produce the Official workshops and training and more, plus is
Kangaroo Island Visitor Guide. This publication a great way to keep both yourself and your
is an enormous benefit with members being team aware of the happenings in the region.
offered up to a 15% discount on applicable
advertising. Members can also be represented The direct value to members includes:
in editorial content, receive a dedicated business • Never missing out on an opportunity,
listing in the back of the guide and can be grant announcements, training
featured on maps throughout the guide if they workshops or upcoming events.
have a consumer outlet. Presented in both • Having the opportunity to promote yourself
hard copy and via digital means, the guide directly to other KITFWBA members through
is an essential piece of visitor collateral. both our Meet the Member section and our
Kangaroo Island product showcase section.
• Staying up to date with industry news
KANGAROO ISLAND from our key stakeholders such as SATC,
PIRSA, DEW, SAWIA and Food SA.
• Knowing what your industry association
is focusing on and delivering for
you as its valued member.
tourkangarooisland.com.au
Over 100,000 hard
copies distributed
both domestically and
internationally annually
10Membership levels
11 Millie Mae’s Pantry
Credit: Meaghan ColesIntroductory
Reduced offer
for 2020-21 $3,000
Industry $900
Investor
This premium level of membership is for • Industry Investor speaking space
those operators who are serious about their at one industry event per year.
industry and believe themselves to be major
contributors to the region’s tourism, food, wine • 1 complimentary ticket to all industry training,
or beverage industry. Industry Investor will networking and other KITFWBA organised/
be exposed at the highest level with all calls hosted events.
to action directly linked to their business for
maximum conversion. With only eight packages Eligibility Criteria
available – this will become highly sought after.
Key Benefits include: Be a tourism, food, wine or beverage
provider with at least one product
• Priority access to all membership benefits and or experience which is available
listed in the membership matrix. for a visitor to Kangaroo Island.
• Industry Investor Branded tile to be placed at
the bottom of every website/booking page on Be committed to being an Industry
tourkangarooisland.com.au Investor and partnering with KITFWBA
(over 311,556 page visits in 2019-20). to achieve our aims and objectives.
• Direct call to action to your business website
or bookings page on the kimap.com.au Be committed to delivering
(valued at $500.00). customer service excellence.
• Industry Investor branded tile located on Agree to the KITFWBA Code of Ethics
every Industry ‘Work In progress’ newsletter – and have all of the appropriate licences
minimum of 13 per year with direct call to action. and insurances necessary to operate.
• 4x blogs per year about your
business offering or key product Businesses wishing to work closely with the
to be published on one or more of association and wanting to leverage this level
KITFWBA’s consumer websites. of membership are also encouraged to apply.
• Industry Investor branded tile on all
industry networking events collateral Please note - due to the limited number of these
– approximately 4 per year. packages available, they will be allocated based
on the first 8 successful applications received.
• Free unlimited access to Our Kangaroo
Island Ambassador Training
Program for staff members.
12Less than a
Reduced dollar a day
for 2020-21 $350
Industry $105
Partner
This membership package is for all tourism • All other benefits as indicated in
food, wine and beverage businesses that the Membership Matrix.
have either a tourism-based business
experience, shop front, farmgate or is an Eligibility Criteria
accommodation provider and has direct
interface with our visitors to Kangaroo Island. Be a tourism, food, wine or beverage provider
with at least one product and or experience
Key Benefits include: which is available to a Kangaroo Island visitor.
• Use of the Kangaroo Island Tourism Be committed to delivering a fantastic
Food Wine and Beverages logo. customer focused service.
• Subscription to the industry, Partner with KITFWBA to achieve our
consumer and trade newsletters. aims and objectives to grow and drive
regional economic outcomes.
• Business listing in one or more of
the association’s websites. Be committed to delivering
customer service excellence.
• Priority invitation to and discounted
inclusion in industry events, including Agree to the KITFWBA Code of Ethics and have
training and industry opportunities. all of the appropriate licenses and insurances
necessary to operate.
• Discounted advertising in the
Kangaroo Island Visitor Guide and Businesses wishing to work closely with the
other related visitor guide benefits. association and wanting to leverage this level of
membership are also encouraged to apply.
• Access to support to optimise your Australian
Tourism Data Warehouse listing. Please note – Industry Partner is for one product
per membership only.
• Invitations to exclusive member-only events.
• Access to letters of support for grants and
award submissions (based on merit).
• Access to collaborative marketing activities,
including trade and consumer events, and
other destination marketing initiatives.
13Kangaroo Island Spirits
Credit: South Australian Tourism Commission
14A cup of
Reduced coffee a week!
for 2020-21 $250
Producer $75
Membership
This membership package is for ‘Producers Eligibility Criteria
Only’ and has been specifically designed for
those businesses who are producing Kangaroo Be a Kangaroo Island producer that does not
Island products and produce who do not have either their own retail outlet or a farm gate/
have their own shop front or cellar door. cellar door.
Key Benefits Include: Be committed to delivering authentic Kangaroo
Island produce /products.
• Use of the Kangaroo Island Tourism
Food Wine and Beverages logo. Be willing to partner with KITFWBA to achieve
our aims and objectives to grow and drive
• Subscription to the industry, regional economic outcomes.
consumer and trade newsletters.
Be committed to delivering product excellence.
• Business listing on one or more of Agree to the KITFWBA Code of Ethics and have
the association’s websites. all of the appropriate licenses and insurances
• Priority invitation to and discounted necessary to operate.
inclusion in industry events, including
industry training opportunities.
• Invitations to exclusive member-only events.
• Access to letters of support for grants and
awards submissions (based on merit).
• Access to collaborative marketing activities,
including trade and consumer events, and
other destination marketing initiatives.
• All other benefits as indicated in
the Membership Matrix.
15Introductory
Reduced offer
for 2020-21 $250
Business $75
Membership
This membership is open to business Eligibility Criteria
support services, wishing to have exposure
to, engage with and support the ongoing Be prepared to work with and support
development of local tourism, food, wine and Kangaroo Island Tourism Food Wine
beverage businesses. Businesses include, but and Beverage Association members in
are not restricted to plumbers, electricians, the interest of supporting their business
lawyers, digital support suppliers, website development, capacity, capability and other
developers, consultants, cleaners, garden aspects such as succession planning.
maintenance, property maintenance etc.
Be committed to delivering product excellence.
Key Benefits include:
Agree to the KITFWBA Code of Ethics
• Exposure to over 200 member businesses. and have all of the appropriate licenses
and insurances necessary to operate.
• Creation of business outcomes.
• Networking opportunities.
• Better understanding of the needs and
opportunities of Island based businesses.
• One dedicated business profile article in
the Industry Associations Newsletter.
• One business listing in corporate section
of tourkangarooisland.com.au
• Link to business support section of website in
every Industry Newsletter –min of 13 per year.
• Priority invitation to attend Industry
functions and events such as Kangaroo
Island Industry Exchange.
16To keep
Reduced you informed
for 2020-21 $50
$15
Industry
Association
Supporter
This membership package is for individuals
who have a vested or personal interest
in knowing what activities, projects and
initiatives KITFWBA is undertaking.
Key Benefits include:
• Subscription to industry and
consumer newsletters.
• Receive invitations to networking events and
training and development opportunities.
Eligibility Criteria
To be eligible for this category, you
must not be eligible for any of the
other membership types listed.
17 Clifford’s Honey Farm
Credit: Meaghan ColesMembership Benefit
Use of the Kangaroo Island Tourism Food Wine and Beverage Association Member Logo
Receive Industry 'Work in Progress' Newsletter - min 13 per year to keep up to date with opportunities functions and industry news
Subscription to the quarterly Consumer Newsletter
Eligible to provide content for the quarterly Consumer Newsletter
Business Listing on at least one digital platform - tourkangarooisland.com.au; kimap.com.au or eatdrinkki.com.au
Priority Invitation and discounted inclusion to the Annual Industry Exchange Event
Access to support for optimising your Australian Tourism Data Warehouse listing
Access to KITFWBA's destination cooperative and collaborative marketing opportunities
Invitation to exclusive member only industry events
Opportunities to be involved in trade and consumer show activities locally, domestically and internationally
Free or discounted entry to industry development training / workshops and networking opportunities delivered or in partnership with KITFWBA
Priority in updates, referrals and promotion to trade and media contacts
Access to research, and other relevant industry market intelligence
Up to 15% discount on advertising in the Kangaroo Island Visitor Guide for applicable adverts
Access to KITFWBA’s closed Facebook page as an alternative source of information and industry updates
Access to Letters of Support (based on merit) for grant / award applications
Indexed business listing in Kangaroo Island Visitor Guide
Inclusion on either whole of island map or town maps in Kangaroo Island Visitor Guide
Opportunity to be included in Visitor Guide Editorial
Priority Access to the KITFWBA Distribution program - both as supplier and retail outlet
Eligibility to vote at Annual General Meetings, Special meetings and to nominate for the Board of the Association
Listing of job vacancies on corporate section of website and with back links to both industry and consumer newsletters
Eligibility to be promoted through Kangaroo Island Social Media Alliances Consumer Social Media Platforms (Authentic Kangaroo Island)
Corporate Branded Tile with website call to action on every page of tourkangarooisland.com.au
Corporate Branded Tile on every Industry 'Work in Progress' Newsletter with call to action to business website x13 per year
Dedicated Corporate Blog outlining business and product x4 per year
Corporate Branded Tile on consumer newsletter x4 per year
1 x Corporate speaking space at an industry event per year
Unlimited free Access to the Our Kangaroo Island Ambassador Training Program
18Industry
Industry Industry Producer Business
Association
Investor Partner Membership Membership
Supporter
$3,000 $900 $350 $105 $250 $75 $250 $75 $50 $15
N/A
N/A
19How to
become
a member
Complete the Membership
Application Form and email to
kylie@tourkangarooisland.com.au
Please note, all applications are
required to be considered by the
Board of Kangaroo Island Tourism
Food Wine and Beverage Association
as a constitutional requirement.
Applications which do not agree
to adhere to the Code of Ethics or
do not indicate they are compliant
with the appropriate licenses
and Public Liability insurances
will not be considered eligible.
Successful applicants will be notified
by email and subsequently invoiced
with 30 day payment terms.
If you have any questions at
all about membership, please
do not hesitate to contact:
Executive Officer
Kylie Bamfield
kylie@tourkangarooisland.com.au
or on 0438 828 296.
Kangaroo Island Brewery
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