Adelaide Hills Tourism Project Officer - Roles and Responsibilities

Transcription

1 April 2016 Role Adelaide Hills Tourism Project Officer - Roles and Responsibilities Role of the Project Officer is to implement key projects and deliver ongoing programs from the Adelaide Hills Regional Strategic Tourism Plan Regional Vision The Adelaide Hills tourism industry will be collaborative, innovative, sustainable, and highly profitable - generating vibrancy and growing tourism demand. By 2020 the Adelaide Hills will have high appeal to domestic, international and day trip visitors - providing an integrated 'best in class' experience that encourages longer stays and return visits. AHT Mission The Adelaide Hills Tourism Committee contributes to a vibrant and sustainable tourism economy through leadership, representation, information sharing and strategic projects. AHT Values The Adelaide Hills Tourism Committee operates for the greater good of the region with the following values: impartiality, independence, credibility, transparency and accessibility. Regional Goals The Adelaide Hills has close proximity to Adelaide, seasonal climate, diverse experiences, a strong epicurean offering and natural beauty in its favour - and enormous opportunity for tourism growth. Our industry goals for the next five years capitalise on these assets: 1. WORKING TOGETHER: We are an integrated and coordinated tourism region that presents a compelling reason to visit for Adelaide and Adelaide Hills residents, their friends and relatives, and interstate and overseas tourists. 2. EFFECTIVE MARKETING: We are all proactively promoting the region via digital platforms and traditional media, and industry and consumer events to raise awareness and grow the tourism market. 3. BUILDING CAPACITY AND CAPABILITY: We support the sustainable development of, and investment in, existing and new tourism ventures (including events) that bring more people to the region and get them staying longer and spending more. Adelaide Hills Tourism Project Officer Page I 1

2 Strategy Summary Working Together: 1. Effective communication and information sharing 2. Connected businesses and industry groups 3. Strategic collaboration with Councils, RDA, RTO network and SATC 4. World Heritage bid support 5. Best practice AHT performance and governance 6. Strong community support for tourism Effective Marketing: 1. Digital Marketing Strategy implementation 2. Consistent branding and storytelling 3. Effective traditional marketing 4. Co-operative cross-regional marketing 5. Strong and effective Visitor Information Services 6. Familiarisation and educational program for influencers e.g. social media, hotel concierge, SATC and VIC staff and volunteers 7. Initiatives to address seasonality Building Capacity and Capability: 1. Tourism investment attraction and support from RDA and Councils 2. Initiatives to address development barriers 3. Regular training and professional development 4. Support for new tourism businesses in the region 5. Support for existing events and development of new event Additional Information Reporting Line: Direct reporting line to the Chair of Adelaide Hills Tourism and the Project Officer is responsible to support the direction of Adelaide Hills Tourism Committee. AHT Annual Budget: Approx. $130,000 with potential for additional $20k for Cooperative marketing with SA Tourism Commission. Contract Position: The successful applicant will be offered a two year contract with Adelaide Hills Tourism. They will be responsible for covering all individual work costs e.g. office location, mobile phone and calls, motor vehicle, stationery, IT equipment and support etc. Tourism related out of pocket expenses will be covered by AHT e.g. meeting expenses, parking, postage etc. Adelaide Hills Tourism Project Officer Page I 2

3 Roles and Responsibilities 1. Working Together We are an integrated and coordinated tourism region that presents a compelling reason to visit for Adelaide and Adelaide Hills residents, their friends and relatives, and interstate and overseas tourists. Theme AHT Priority Project Officer Role Skills / Experience 1, 2, 3, 6. Collaboration with Stakeholders including communication, information sharing, connected industry groups 1. Engage with tourism operators and provide them with the tools and information they need (e.g. contacts, research, reports, opportunities, upcoming events and activities). Advocate with government (e.g. SATC, PIRSA, Brand SA, DSD, DEWNR and DPTI) and relevant bodies (e.g. SATIC, AHWR) for AHT to be a key point for distribution of tourism industry information Maintain AHT industry database 6-weekly industry newsletter (digital) + ad hoc AHT/Chair updates as required Maintain closed industry Facebook page Industry functions and networking opportunities Maintain tools and information on industry page of website (e.g. Who s Who document, ATDW factsheet, research links) Encourage collaboration between operators (e.g. packages, joint campaigns) Public presentation skills Attention to detail Digital skills: Excel spreadsheet, Mailchimp, Facebook, Joomla CMS for industry website page Event/function management (invitations, RSVP management, venue and catering liaison, PowerPoint/data projector) 2. Engage with precinct and industry groups such as Stirling Business Association / Hahndorf Business and Read and contribute to their newsletters Share their information with industry/satc Attend meetings and member nights Collaborative approach Negotiation Adelaide Hills Tourism Project Officer Page I 3

4 Tourism Association, Adelaide Hills Wine Region, and broader nonregion organisations as appropriate e.g. Food SA Monitor their social media and share on AHT platforms as appropriate Manage co-operative campaign support Relationships 3. Engage with Councils and raise profile of tourism and work of AHT Meet regularly with relevant council staff Update Elected Members Demonstrate the value of RTO role and AHT to councils Stay informed on council matters and disseminate relevant information to industry Ensure relevant information is fed through to councils reports, research Ensure council representation on AHT Committee 4. Engage with SATC Fulfil requirements of SATC Local Contact Officer Grant operator communication, database, ATDW promotion, Visitor Guides, famil advice and hosting, PR assistance, product updates to SATC staff, campaign support, regional photo shoot support, SATC in-region visits/forums, input into Regional Events and Festivals assessment process Regularly attend SATC meetings Contribute to development of Destination Action Plans Conduct 6-montly new product updates to key SATC staff (e.g. PR, Famils) Stakeholder Management Communication Negotiation Presentation / public speaking Relationships Collaborative approach Understanding of Local Government including written/copy editing and public presentation skills Product knowledge and contacts SATC relationships, understanding structure Collaborative approach Negotiation Stakeholder Management Understanding of ATDW Digital skills: Excel spreadsheet, Mailchimp, Facebook, Joomla CMS for industry website page Adelaide Hills Tourism Project Officer Page I 4

5 5. Engage with community to raise the profile of tourism and the understanding of its value 4. World Heritage bid support 1. Support World Heritage Bid and add value where possible 5. Best practice AHT performance and governance 1. Ensure Adelaide Hills Tourism is accessible, representative and adheres to best practice and its constitution. Review SATC communications, with dissemination to industry as appropriate Provide content for Council newsletters, local newspapers and relevant local radio segments Monitor developments with the World Heritage Bid and communicate to the tourism sector, highlighting benefits, opportunities to get involved and leverage initiatives Attend monthly AHT Committee meetings. Arrange Committee meetings venue, agenda, minutes etc. Reinforce role and responsibility of AHT to stakeholders Create regular opportunities for stakeholder engagement with AHT through s, newsletters, contact details on the website, industry events and closed Facebook network Ensure AHT Committee membership is representative of key sectors and funding partners assist with committee recruitment as Event/function management (invitations, RSVP management, venue and catering liaison, PowerPoint/data projector)strong communication skills Famil experience itinerary advice (inclusions, timings, contacts) and hosting (understanding of media and trade requirements) Highly organised Strategic mindset Adelaide Hills Tourism Project Officer Page I 5

6 2. Effective Marketing required (advertising, assessing nominations, communicating with applicants etc.) Encourage AHT Committee members stay in touch with their sectors and actively disseminate information about AHT directions and activities Ensure the Adelaide Hills Regional Strategic Tourism Plan is implemented, reviewed and updated We are all proactively promoting the region via digital platforms and traditional media, and industry and consumer events to raise awareness and grow the tourism market. Theme AHT Priority Project Officer Role Skills / Experience 1. Digital Marketing Strategy Implementation (note: work associated with Digital Strategy is currently and will continue to be undertaken by a separate contactor) 1. Ensure AHT has a co-ordinated and strong presence on social media including AHT s Visit Adelaide Hills Facebook page and Instagram account, and relevant third party channels Adhere to social media policy Maintain social media seasonal content plan Facebook posts (consumer page) minimum three per week Instagram posts minimum one per week Consider other social media channels Support stakeholder social media activities (monitor, like, share and comment on their posts) Use appropriate tags to maximise visibility of posts with relevant stakeholders (e.g. SATC, Social media experience Written communication skills Adelaide Hills Tourism Project Officer Page I 6

7 2. Work with Adelaide Hills Visitor Information Centre to maintain engaging and current content on 3. Produce quarterly online consumer newsletter AHWR, local business associations and operators) Monitor social media key analytics and report to AHT Committee on quarterly basis Update general content and images as available (e.g. add new experiences, remove experiences no longer offered) Increase/improve ATDW listings incl. events Sync website with ATDW fortnightly incl. events Ensure other non-atdw events are loaded by councils Support revenue generation through promotion of advertising opportunities Undertake SEO activities Monitor website s key analytics and report to AHT and AHVIC Committee on quarterly basis Post news items (blog) at least twice per season Ensure AHT has fresh content images and articles engaging with photographers and writers as required Monitor sign-ups on the website and consider demand for and viability of a (quarterly) seasonal consumer newsletter. Strong written communication, especially writing for the online environment Product knowledge Understanding of SEO, key website metrics (Google Analytics) Experience in Joomla CMS or similar marketing experience 4. Increase the number and quality of Adelaide Hills ATDW listings Provide information on the ATDW to operators including its value and the importance of establishing and maintaining a listing via newsletters, industry functions, one-on-one Understanding of ATDW and online tourism distribution Adelaide Hills Tourism Project Officer Page I 7

8 meetings, personal s, industry page on website Conduct a review of ATDW listings to identify gaps and outdated information then target businesses that need to add or update listings and arrange for the removal of outdated listings 5. Ensure Adelaide Hills is well represented on third party websites and apps (e.g. TripAdvisor) Audit Adelaide Hills content on key third party sites and apps and identify strategies to address gaps and inconsistencies in key messages and branding Familiar with key digital platforms 6. Improve industry s online capability Audit operator online marketing and distribution capability gaps Develop tourism-specific digital training opportunities for industry Promote third party digital training opportunities to industry Familiar with tourism s general digital environment and key platforms 2. Consistent branding and story telling 1. Improve industry s capability to share interesting and engaging stories (about their product and the region) with visitors, consistent with the Adelaide Hills Interpretation Plan Review current Interpretation Plan (branding, key messages) and update as required Engage businesses in developing and telling their stories Understanding of the importance of storytelling, consistency in key messaging/branding and key destination marketing principles 2. Ensure Adelaide Hills brand and key messages are reinforced through extensive use by AHT and relevant third parties (operators, Encourage the tourism industry and associations to use regional branding and key messages Understanding of brand importance Understanding of AHT brand values, key messages Strong communication Adelaide Hills Tourism Project Officer Page I 8

9 business and industry associations, councils etc.) 3. Effective traditional marketing 1. Work collaboratively with SATC to maximise the region s marketing opportunities in traditional print, radio or television media (SATC holds region s marketing funds) 4. Co-operative cross-regional marketing 5. Strong and effective Visitor Information Services 2. Maximise the region s coverage through national and international television productions (e.g. food and wine, travel shows) 3. Raise the profile of the region with media and maximise media coverage 1. Work with neighbouring regions to increase visitation 1. Ensure visitors have access to the right information when and where they need it to improve the visitor Ensure inclusion of key messages and relevant experiences Maximise sector involvement (opportunities to leverage) Maximise co-operative marketing opportunities (e.g. through the regional cooperative marketing fund 2015/2016) with SATC to increase awareness of Adelaide Hills as a destination Embrace opportunities to feature the region in television productions as opportunities arise through location advice, product inclusion, contacts etc. Develop media communications plan and consider opportunities for outsourcing and partnering on key activities (e.g. media releases, media database) and leveraging SATC PR activities Work with neighbouring RTOs and VICs to identify synergies and cross-regional opportunities (e.g. famils for VIC staff in neighbouring regions, campaigns and development projects) Be an active member of the Adelaide Hills Visitor Information Servicing Group (AHVISG) which is a sub-committee of AHT Marketing qualifications / expertise / experience Stakeholder management Communication Negotiation Product knowledge Product and regional knowledge Strong network of local contacts Experience working with media, PR agency Communication Relationships Collaborative approach Negotiation Understanding of visitor servicing trends and VIC network (e.g. accreditation) Adelaide Hills Tourism Project Officer Page I 9

10 6. Famil and educational program for influencers (e.g. social media, hotel concierge, VIC staff and volunteers) 7. Initiatives to address seasonality experience and increase length of stay/return visitation 1. Work collaboratively to target, fund and organise famils and marketing/training events that get the attention of influencers in our key markets 1. Initiate or support activities/campaigns and events that increase the number of visitors, particularly in quiet periods, including winter and midweek 8. SATC Contact Role 1. Work collaboratively with SATC to maximise the region s opportunities in the areas of Public Relations, Trade Familiarisation, Visiting Journalist Work with partners to provide information before and during the visit in the right places, on digital platforms and at events Work with consultant and AHVISG to develop a collaboratively funded and cross-regional visitor servicing strategy for Adelaide Hills Work with VICs and VIOs in the Adelaide Hills and neighbouring regions to encourage quality, up-to-date information services and the ability to upsell (including famil program) Ensure operators know how to work with VICs to provide information and training to VIC staff to improve product knowledge Convene a working group to develop and implement a famils and educational program Encourage, support and prioritise events and campaigns (including accommodation packages through third parties) that attract visitors in non-peak periods Convene a Packaging Working Group' that engages operators in the development and marketing of branded bundles/packages for non-peak periods Regularly communicate and provide feedback to the SATC team as required including participation on Teleconferences or Regional Understanding of role of famils, experience in itinerary planning and hosting groups, good knowledge of Adelaide Hills product Experience in product packaging and campaign development/execution Product and regional knowledge Experience working with media, PR agency Communication Adelaide Hills Tourism Project Officer Page I 10

11 Programs, Event funding, staff training and general Marketing support Tourism Manager meetings generally in Adelaide. Annual Adelaide Hills product training to SATC staff Relationships Collaborative approach Negotiation 3. Building Capacity and Capability We support the sustainable development of, and investment in, existing and new tourism ventures (including events) that bring more people to the region and get them staying longer and spending more. Theme AHT Priority Project Officer Role Skills / Experience 1. Tourism investment attraction and support from RDA and Councils 1. Support RDA and Councils to actively promote and support investment in tourism Help RDA and Councils build the case for tourism investment by providing industry data and detail Facilitate connections between RDA/Councils and tourism businesses Work with RDA to ensure Tourism Investment is included in the Regional Roadmap for Adelaide Hills, Fleurieu and Kangaroo Island Understanding of local government and RDA Understanding of investment attraction fundamentals 2. Initiatives to address development barriers 1. Ensure industry understands planning and development processes and the best course of action if barriers are encountered Facilitate a forum which allows Councils to outline processes, tips and challenges relating to development applications (including case studies) Provide feedback to Councils based on feedback received from operators Understanding of local government and planning/development processes Adelaide Hills Tourism Project Officer Page I 11

12 2. Ensure planning processes are as positive towards appropriate development as regulations allow Reinforce the value of tourism and build the case for appropriate development to improve the visitor experience and increase expenditure (e.g. through briefings/familiarisations conducted for elected members and relevant staff) Understanding of local government and planning/development processes Understanding of the value of tourism Good communication skills including public speaking 3. Regular training and professional development 1. Identify and promote professional development workshops in areas such as marketing and distribution (especially digital), public relations (dealing with the media), customer service, events management/promotion etc. Provide timely information about training and development opportunities in the Adelaide Hills (e.g. SATC, SATIC, RDA, council initiatives and other third-party providers) 2. Support the development of growth of existing and new tourism businesses Monitor training and development needs (not met by third party providers) and organise training if there is sufficient demand Develop and engage businesses in the uptake of a marketing development program (e.g. AHT Business Accelerator Package) with a focus on ATDW, digital presence and interpretation (story telling) Provide a soft landing for new business ventures through introductions to established businesses and provision of helpful information such as the Who s Who document, checklist and promotion through AHT social media channels (consumer and closed industry group) Experience in developing and delivering industry training programs 4. Support for new businesses in the region 1. Maximise the chances of success for new tourism ventures in the region Product knowledge and local contacts Relationship development Adelaide Hills Tourism Project Officer Page I 12

13 Monitor new businesses and encourage them to be involved in local groups and AHT networking 5. Support for existing events and development of new events 1. Ensure regional are well represented on digital platforms (ATDW, social media) and are supported by SATC (in visitor guides, online and through the Regional Festivals and Events funding program) Encourage all events to list on ATDW for coverage on key tourism websites including adelaidehills.org.au Maintain a contact list for event managers Monitor upcoming events and post details on AHT social media channels to both consumers and industry, and ensure key influencers and PR opportunities are maximised Provide advice on and endorsement of relevant events as part of SATC s Regional Festival and Events funding program Understanding of ATDW Understanding of event development and marketing 2. Support the planning and implementation of a new regional event that helps to attract visitors to the Adelaide Hills, avoiding peak visitation times Convene an Events Working Group and support development and implementation of new events Understanding of event development and marketing Adelaide Hills Tourism Project Officer Page I 13

14 Glossary AHT Adelaide Hills Tourism Inc. ATDW Australian Tourism Data Warehouse AHC Adelaide Hills Council AHWR Adelaide Hills Wine Region Bounce Rate the percentage of visitors to a website who leave from the same page they entered DAP Destination Action Plan DEWNR Department of Environment, Water and Natural Resources DPTI - Department of Planning, Transport and Infrastructure DSD Department of State Development HBTA Hahndorf Business and Tourism Association MBDC Mount Barker District Council PIRSA Department of Primary Industries and Regions SA RDA Regional Development Australia RTO Regional Tourism Organisation SATC South Australian Tourism Commission SATIC South Australian Tourism Industry Council SEO Search Engine Optimisation SBA Stirling Business Association TA Tourism Australia TRA Tourism Research Australia VIC Visitor Information Centre (accredited) VIO Visitor Information Outlet Adelaide Hills Tourism Project Officer Page I 14