Tourism Prince George Meetings & Conventions 2015 Marketing Plan and Implementation Strategy

Transcription

1 Tourism Prince George Meetings & Conventions 2015 Marketing Plan and Implementation Strategy Prepared by Jen Tkachuk, March 2015 Meeting & Convention Sales Manager

2 TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy Acknowledgments Wewouldliketotakeanopportunitytosincerelythankthoseinvolvedinsupportingthe developmentofthismarketingplanandimplementationstrategy Thefollowingpeoplewereinstrumentalinguidingthisplantoitscurrentstate: Colleen&Van&Mook,&Consultant:&& WecannotbegintoexpresswhatanabsolutejoyandpleasureitwastoworkwithColleenHer knowledge,professionalismandpassionforthisindustrywereanassetthebusinessand MarketingPlanshedevelopedplayedanintegralroleinthedevelopmentofthisplanHerhistory andreputationinthiscommunity,andherprofessionalconnections,facilitatedthecreationofa dedicatedandtalentedsteeringcommitteewewouldliketothankherforeverythingshehasdone andcontinuestodo,tosupportandgrowthemeetingsandconventionsindustryinnorthernbc M&C&Steering&Committee:& Thecity smoststrikingfeatureisthepeoplewholiveherewecouldnothaveaskedforamore intelligent,professionalanddedicatedgroupofpeopletohelpsteerandguidethecommunity approachtomeetingsandconventionsinprincegeorgetheguidanceandsupportreceivedduring ourmeetingsandvisioningsessionplayedasignificantroletheircontinuedsupportaswemove intotheimplementationstrategyisextremelyappreciatedandvalued ChristieRay,PGChamberofCommerce ColleenVanMook,Consultant DebvanAdrichem,UNBC HeatherOland,InitiativesPG LindsayCotter,PGAirportAuthority Max?PeterBreuning,PGCivicCentre ShirlyProkopchuk,SPNorthernEvents&Consulting AccommodationsPG: DavidMcQuinnCoastInnoftheNorth) RossBirchallMatteBrothers) TracyPetersonRamada) TourismPrinceGeorge: EricaHummel JenTkachuk LeanneSchinkel Service&Providers&who&participated&in&the&Visioning&Session&held&on&October&15,&2014:& PrinceGeorgeisextremelyluckytohaveadiverseandtalentedgroupofserviceprovidersThese companiesandindividualshavebeensupportingmeetingsandconventionsinprincegeorgefor years,somefordecadeshavingtheinputofthesehardworkingindividualswasextremely appreciatedandhelpful HeidiMartel,SettingsEventDesign&Décor JackRyder,CentralDisplay JasmineFerris,EventsbyJasmine MelanieBlake,BlakeProductions SandyWhitwham,TheEdgeCommunications SheldonWhite,CentralDisplay ShirlyProkopchuk,SPNorthernEvents&Consulting

3 TableofContents I ExecutiveSummary P3 II Vision,Mission&StakeholderModel P3 III MarketAnalysis P4[5 IV MarketingPlan&ImplementationStrategy P6[10 A Branding P6 B SalesPartnershipProgram P7 C EventSponsorshipProgram P8 D FosterRelationshipswithStakeholderstoAchieveSalesGoals P8 i EstablishLeads ii HostFams iii BidonEvents E BuildCommunityAwareness P8[9 i B2BE[NewsletterContent ii 2015TourismSymposium&AGM iii NationalMeetingsDay iv Presentations v AmbassadorProspecting F BuildStrongerReputationforMeetings&Conventions P9 i IndustryMemberships ii AttendIndustryMeetings,ConferencesandEvents iii TradeshowBooth iv Marketing 1 PromotionalMaterial 2 Advertising 3 Website a CalendarofEvents b InventoryofVenues c InventoryofSuppliers G RedCarpetTreatment P10 H BuildBidTemplate P10 I BuildPhoto&VideoAssets P10 J DevelopShowYourBadgeProgram P10 K LinkedInStrategy P10 V MeasurableOutcomes&ImplementationTimeline P11 VI Budget P12 VII Conclusion P12 VIII Appendices P13[15 Appendix1 Acknowledgments P13 Appendix2 BrandingConcepts P13[15 TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy

4 ExecutiveSummary Tourismisa$139billionindustryandemploysover132,000peopleinBritishColumbia2013) i Outofthe209millionvisitorswhovisitedBCin2004[2005,onethird33%)ofadultCanadian travellerstookatleastoneovernightbusinesstrip,travellingalmostasoftentoattendconferences orseminarsastoattendbusinessmeetings ii ThisdemonstrateshowbigofanimpacttheMeetings andconventionsm&c)sectorhasontourismanditsrevenueinadditiontothevolume,statics showthatbusinesstravellersalsospendfourtimesmoremoneythantheaveragetourist iii Business travelstimulatestheentirelocaleconomywithspendsatvenues,hotels,restaurantsaswellason shopping,groundandairtransportation PrinceGeorgehasaconventioncentreaswellasmeetingfacilitiesinhotels,attractionsand communityhallswehavebeenhostingmeetingsandconventionsforyearsandhavethe knowledgeandserviceproviderstoensureasuccessfuleventhowever,tourismprincegeorge TPG)determinedmorecouldbedonetogrowthismarketsegmentTosupportthedesireof growth,tpghiredameeting&conventionsalesmanager,jentkachuk,inmid2014toleadthis initiativeaconsultant,colleenvanmook iv,wasalsobroughtonforasix[monthcontractjuly[ December2014)todevelopaMeetings&ConventionsStrategicBusinessandMarketingPlanJen hastakenthatplananduseditasalaunchingpointtocreatethisdocumentthatincludesadetailed andstrategicmarketingplanandimplementationstrategy TPGrecentlycompletedthe2015[2019TPGStrategicPlanandoneoftheaspectsidentifiedunder themarketdevelopmentumbrellaisthedesiretodevelopastrongprogramandreputationfor hostingmeetingsandconventionstheobjectiveistocommencetheimplementationofthe MeetingsandConventionsStrategicBusinessandMarketingPlan Vision,Mission&StakeholderModel Vision PrinceGeorgewillbearecognizedpremierall[seasonsdestination acommunity withremarkableurbanexperiencessurroundedbyincrediblewildernessopportunities Mission ByDecember31,2019,TourismPrinceGeorgewillincreasevisitationtoPrince Georgeby40%asmeasuredbyhoteltaxreceipts)throughVisitorServices,Product Development,OrganizationalEffectivenessaswellasMarketDevelopment,wherewewill promotethepositiveimageofprincegeorgethroughengagementandcontinuingtobuilda compellingbrandincoreandnichemarketsiemeetingsandconventions) TheStakeholderModelallowsTPGtoembracealltourismindustryparticipantsinthecommunity byconsideringthemasstakeholders,withoutarequirementtopaymembershipfeesbyremoving thefeestructure,theorganizationaccomplishesamyriadofgoalswiththetwomostsignificant being:1)tourismprincegeorgewillbeabletofullyrepresentalloftheoftourismproductavailable inprincegeorge,and2)participationinpartneredprogramswithdestinationbcwillbeavailableto alleligibletourismbusinesseswithintheregion TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 3

5 Image1 MarketAnalysis PrinceGeorgeisinaveryuniquepositionWeare hometooneofonlyfivepurpose[builtandmunicipally runconventioncentresinbcandoneofthenineteen incanadaseeimage1) v ThePrinceGeorgeCivic CentrePGCC)openeditsdoorsforbusinessin February1994asNorthernBC'spremieremeetingand conferencevenuethisdowntownlandmarkplaysa significantroleintheeconomicandbusiness developmentfortheregionaswellasservesas agatheringandmeetingplacefornumerous communityrelatedeventsandactivitiesthistwostoreycomplexwith40,000squarefeetofflexible usablespacehostsonaverage500eventsannuallywithover250,000attendeespassingthrough theirdoorsduringthecourseofanygivenyear vi InadditiontothePGCC,therearenumerous hotelswithversatilemeetingspaceaswellasrestaurants,attractionsandcommunityhallsthat offeruniqueoptionsformeetingplannersandtheirdelegates Despitehavinggreatvenuesandhotels,moreworkneedstobedonetoincreasetheawareness andreachourpotentialwearenotcurrentlyknowninoroutofourcommunityforhosting meetingsandconventionssomeassociationswhohaveannualconferencestookprincegeorgeoff theirrotationbecausedelegatenumbersandrevenuesdecreasedoneoftpg snewgoalsisto refineandleverageourbrandtoobtainastrongandpositiveperceptionofprincegeorgeinall marketswearenotthesamecitypeoplevisitedwhentheycameinthe70 sor80 swearea vibrantcommunitythatisproudtoliveandplayinnaturewhileenjoyinganabundanceofurban andculturalamenitiesourcityhastoofferourgoalwillbetogetassociations,businessesandtheir delegatestotakeanotherlookatwhatprincegeorgehastoofferandthinkabouthostingtheirnext meetingorconventionhere YoucanseefromthebelowchartImage2)thatin2013wehadthesecondbusiestconvention centreinbcasfaraseventparticipantdays,butwehadthesmallestpercentageofnon[resident DelegateDays vii ThismeansthatmosteventsthePGCChostswerelocalandregionaleventswhere delegatesdonotrequireahotelstaymostofourstakeholderswouldgreatlybenefitifwecould increasethenumberofnon[residentdelegatedays Image2 TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 4

6 PrinceGeorgejustsuccessfullyhostedthe2015CanadaWinterGameswherethecityandregion cametogethertohostthecountry;canada slargestmulti[sporteventandthelargestevent NorthernBChaseverseenTheGamesstaff,the5,400greenjacketvolunteersandcitizensmade theexperienceapositiveandmemorableoneforathletesandvisitorsfromacrosscanadaprince GeorgewasputinthenationalspotlightandweimpressedthenationItwillbeimportantthatwe leveragethiseventandbuilduponitssuccesswhengoingafterfuturebids In2009,uponTourismPrinceGeorge sinception,weidentifiedtheneedtogrowourlocalpride TheTakeOnPGcampaignwasbornandinthepastthreeyearstherehasbeenasignificantshiftin civicprideandahugegrowthinlocalambassadorswehavesucceededandnowhavestrongcivic prideandlocalambassadorsinadditiontoourefforts,ayearagoafacebookgroupwascreatedfor localsandvisitorstosharetheirpositiveprincegeorgeexperiencesthisgroup,hellyeahprince George,nowhasover24,600membersandonlyjustcelebratedits1 st birthday viii Thispage receiveshundredsofpositivepostsdailyfromresidentsandvisitorswhichencouragesprideand exceptionalcustomerservicethosewhohavevisitedourcityalwaysleavetalkingaboutour wonderfulnorthernhospitality OuruniqueM&Cstrengths: ExceptionalNorthernHospitality Urbanamenitiessurroundedbyabundantwildernessopportunities Greatmeetingspaceandaccommodationoptions Moreaffordablecutcoststoincreaseeventrevenue) ProfessionalandexperiencedM&CsuppliersAV,décor,eventplanningetc) Smallenoughcitythatthecommuteisfast Accessiblebyland,railandairdirectflightsfromVancouver,Calgary,Victoria,FortStJohn, FortNelson,Kamloops,Kelowna,Terrace/KitimatandSmitherswithabeautifulairportthat isonly10minutesfromdowntown) Confluenceoftwomajorhighways97&16)andtwomajorriverstheNechakoandFraser) Prestigiouspostsecondaryinstitutions CNCandUNBCwhowasjustranked2 nd bestsmall universityincanada& & Fromearlyestimationsitappearsthat2015maybearecord[breakingyearformeetingsand conventionsinprincegeorgeweneedtoleveragethesuccessandspotlightwehadwiththe CanadaWinterGamesandcontinuetopromotePrinceGeorgeasadestinationofchoiceAsa unifiedgroupweneedtosellprincegeorgeandworktogethertowowallthosewhocome TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 5

7 MarketingPlan&ImplementationStrategy Wehavedevelopedastrategicmarketingplanandimplementationstrategythatwillguideand growthemeetingsandconventionsindustryinprincegeorgecarefulconsiderationwasused whendevelopingthebrandingaswellastheprogramsandstrategieswewillusein2015tobuild communityawareness,fosterrelationshipswithourstakeholdersandachievesalesgoals A Branding Asawhole,TPGlookedatourbrandingThelastfewyearswehavegonewith GetHere for leisure, MeetHere form&cand CompeteHere forsportalthoughthesestatementshave serveduswellingettinghere,wedidn tfeelthattheywerewhatwereneededtopropelusto wherewewantedtogoafternumerousbrainstormingandvisioningsessions,stakeholder feedback,andresearchofotherdestinationmarketingorganizationsdmo),wehavecomeupwith thefollowingbrandingconceptsthatareconsistentacrossourthreemarketsegments WeknowthatTPG sroleistosellprincegeorgeandoneofourbiggesthurdlesisgettingpeopleto stopandconsiderusasadestinationmostpeopleeitherdon tknowenoughaboutusorhavea datedviewourgoalistochangethatwedecidedstrongemotiveimagerywouldbethebestway tograbpeople sattentiononcethepicturehasgrabbedtheirattention,theywillseeprince Georgeandsay, WowIdidn tknowprincegeorgehad andtherestartsourconversationwe believeusingthistypeofimagerywithclearmessaging, ThisisPrinceGeorge forleisure, Thisis MeetingsPG form&cand ThisisSportPG forsport,willmakepeoplestopandthinkabout PrinceGeorgeandconsiderallourofferings HerearesomeexamplebannerswehavecreatedforournewtradeshowboothDependingonthe show stargetsegmentwewillbringthecorrespondingbannerstoflankthebackgroundsee Appendix2) Leisure M&C Sport TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 6

8 WithM&Cspecifically,wehavenoticedthatvenuespecificphotosarethenormandtheDMOshaving themostimpactaremarketingtheuniqueaspectsoftheircommunityandtheconferencead[on opportunitieswewanttosetourselvesapartinaverycompetitivesectorweknoweveryone exhibitingatanindustryconferencehasmeetingspaceortheywouldnotbetheretryingtosellitwe feelthatweneedtoplayoffourstrengthsanduniquequalities;whatmakesusdifferentisthatour urbansophisticationandspectacularwildernesslivedistinctivelyside[by[sideadsandbannersare highlyvisualandthisisshowingthemwhattheirmeetingcanbethesearethememorableaspectsof themeetingthatpeoplewillgohometalkingaboutwebelievepeoplewillhaveanemotional connectiontothesetypesofimagesthiswillbecomplementedbythevenueandservicespecific informationandpicturesinthebrochureweintendtomakeandontheredesignedwebsite B SalesPartnershipProgram In2014welaunchedourpilotSalesPartnershipprogramBasedonitssuccess,wedecidedtotakea morestrategicapproachin2015wehavechosentwobuy[inopportunitiesthatwebelievewill benefitthem&cindustryandtheindividualstakeholderswhochoosetoparticipate 1) CSAEShowcase,October29 th,2015incalgaryab 2015boastsauniqueopportunity;the CSAEnationalconferenceiscomingtoWesternCanadaAlthoughtherewillbeassociation andorganizationrepresentativesfromacrosscanada,manyoftheprovincialbodiesonly attendwhenitisclosertohomethereforetherewillbealargerdelegateturnoutfrom WesternCanada,whichisourprimarygeographictargetmarketforgrowingbusinessand increasingournumberofnon[residentdelegatedaystheconferencehasatradeshow component,whichwillallowtpgandthe interestedstakeholderstofirstlysell PrinceGeorgeasadestinationandtheir specificvenuesecondthiswillcreate salesleadsandfostercontactsthatwe willencouragetohostinpginthecoming yearstheprogramwillofferinterested stakeholderstheopportunitytoattend theshowcaseunderthetpgumbrellaata discountedratethebuyinforthis programwilldependontheamountof partnerswhowishtoparticipatebutitwill betoamaximumcostof$675 2) M&CVideo UNBCutilizedthefundsfromthe2014pilotprojecttocreateanamazing videothatshowcasestheirconferenceandeventsservicesthequalityoftheproductand itsabilitytobeasellingtoolissuperbforthatreasonwehavecreatedavideobuy[in opportunityfor$1,750upto4partnerscanparticipateandhaveatailormadem&cvideo createdforafractionofthenormalcosttpgwillthenuseallthefootagecapturedtocreate anoverarchingpgm&cvideoasanawarenessandmarketingpiece Dependingonstakeholderbuy[intothesetwoopportunitiestheremaybeadditionalfunding availableformorestakeholderspecificfunding,similarinframeworktothepilotprogramthiswill bedeterminedinquarter3 TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 7

9 C EventSponsorshipProgram Asstatedearlier,wearepossiblyhavingarecord[breakingyearformeetingsandconventionsin PrinceGeorgeOneofourprimaryrolesistosupportbookedeventstoensurethattheyhavethe mostsuccessfuleventpossiblewesupporttheeventsthroughoureventsponsorshipprogram whichgivegroupsaccesstoin[kindserviceslikeeventmarketingandpromotion,welcomepackages withmarketingmaterialssuchasthe2015visitorguideandtpgpenandlipbalm),visitor servicing,customitineraries,post[eventsurvey,accesstoourface[in[the[holebannerstands, inflatablemrpg,afraserthetpgmascotvisitaswellaspreand/orpost[eventeconomicimpact reportinginadditionwesupportahandfulofeventswithfinancialsupportandotherswithvipor speakergiftsjen seventplanningbackgroundhasproventobeasignificantassetassheisableto assistgroupswithlogisticalandeventspecificquestionsandhelpsolveproblemswhentheyarise D FosterRelationshipswithStakeholderstoAchieveSalesGoals Wewillworkcloselyandfosterrelationshipswithstakeholderstoensurewearehelpingthem achievetheirsalesgoalswewouldliketohelpthem: i EstablishLeads Wherepossible,helpestablishleadsonbringingnewmeetingsand conventionstopgthiswouldincluderfps,attendingindustryeventsandtradeshows iecsae)andmakingsalescalls ii HostFams HostFamsforplannersororganizationsthatareinterestedinpotentially hostingeventsinpg iii BidonEvents HelpstakeholdersbuildandpresentbidsforhostingeventsinPG E BuildCommunityAwareness BuildingcommunityawarenessisanimportantpartofwhatweneedtodoWeneedtoeducate localswhoarenotawareofthisindustryandit simpactonourcommunityweneedto communicateourstrengths,whatwehavealreadyhostedandwhatisonthehorizoncitizensand thecommunityasawholeneedtounderstandhowweallbenefitfromhostingmeetingsand conventionsweneedtocommunicatethetoolswehaveavailableandencouragethemtothink aboutbeinganambassadorandworkwithustobidandbringtheirnextmeetingorconventionto PrinceGeorgeWewilldothisinthefollowingway: i B2BE?NewsletterContent Usethequarterlynewsletterasawaytobuildcommunity awarenessandtoshowcaseupcomingeventswewillalsolookatshowcasingvenuesor suppliers ii 2015TourismSymposium&AGM HoldanM&CworkshopatourTourismSymposium tolaunchournewplan,programsandbrandingconceptswewillalsotakethis opportunitytospeakwithstakeholderandgettheirfeedbackonwaystheywouldliketo seeushelpthemtoachievetheirsalesgoals iii NationalMeetingsDay,April16 th,2015 Takethisopportunitytoputanadinthe papertopromotethetourismsymposiumandagmaswellashaveashowcaseonthe importanceofm&conourcommunitywewillreachouttothemediainadvanceand willtrytogetthemtopickthisupasanewsstory TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 8

10 iv Presentations ContactlocalagenciesandorganizationsIPG,Chamber,DBIA,etc)and set[upshortpresentationsattheirmeetingstoshowcasetheimportanceofm&cand theresourcesavailabletothem v AmbassadorProspecting Startanambassadorprogramwherewewillapproachselect individualsinourcommunityaboutbeingambassadorsthiswillinvolveeducatingthem onouravailableresourcesandprogramsthataredesignedtoassistandenhance meetingsandconventionsbeingheldinpg F BuildStrongerReputationforMeetings&Conventions ItiscriticaltobuildastrongerreputationforhostingmeetingsandconventionsinPrinceGeorge Wearealreadysuccessfullyhostingmajoreventsandneedtousethissuccessasalaunchingpadto creatingabuzzoutsideourcommunitywewilluseournewbrandtostartconversationsand engagewithpeopleandencouragethemtotakeanotherorfirst)lookatprincegeorge i IndustryMemberships BecomemembersofindustryorganizationssuchasCSAE,MPI andpcma ii AttendIndustryMeetings,ConferencesandEvents Wherefeasible,attendindustry conferencesandeventsandrepresentandpromotepg iii TradeshowBooth Wherestrategic,haveatradeshowboothatindustryconferences andeventsandrepresentandpromotepgforexample,csaeisinwesterncanadathis yearcalgary,ab)andwilltakethisopportunitytoshowcasepg iv Marketing 1 PromotionalMaterial Createpromotionalmaterialthatiseye[catching,relevant anduseful 2 Advertising Beginadvertisinginstrategicpublicationsthatcomplimentourother effortsexcsaee[newsletterforthetwomonthsleadinguptothecsae Showcaseandthemonthafter) 3 Website Taketheredesignofourwebsiteasanopportunitytoreallylookat howwecanbetterpromoteourstakeholdersandpgasanidealm&cdestination a CalendarofEvents Createacalendarofeventstohelpallstakeholders haveanideaofwhatiscomingsothateveryonecanbepreparedand fosterpositivedelegateexperiences b InventoryofVenues Create,monitorandupdateacomprehensive inventoryofvenuesthatwillassistinthesellingofpgasanidealm&c destination c InventoryofSuppliers Create,monitorandupdateacomprehensive inventoryofsuppliersthatwillassistinthesellingofpgasafullservice M&Cdestination TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 9

11 G RedCarpetTreatment WorkwithinterestedstakeholderstocreatearedcarpettreatmentprogramforourguestsThis willinvolve2[waycommunicationbetweentpgandstakeholderstodevelopwaystowowour guests,includinganeventscalendarandimplementationstrategy H BuildBidTemplate WorkwiththeSportTourismteamtocreateabidtemplatethatwillhelpusbringourbidstothe nextlevelthiswillhelpusshowcaseourstakeholdersandhighlightthestrengthswithinourcity ThiswillbeespeciallyusefulaswegoafterlargercitywideconventionsItwillshowthatPGworks togethertocreateremarkableeventsforourcustomers I BuildPhoto&VideoAssets Asournewbrandingstrategyishighlyvisualwewillcontinuetogathermoreassetstopromoteour brandanddestinationvenuespecificassetsaswellasuniqueadd[onsculture,teamyoga)willbe procuredthisimagerywillhelpusinallourmarketingefforts J DevelopShowYourBadgeProgram WorkwithstakeholderstodevelopasavingsprogramwhereM&Cdelegatesareencouragedto exploreandshopbyenticingthemwithspecificsavingsoroffers K LinkedInStrategy MakeaLinkedInprofileandexplorestartinganM&Cspecificstakeholdergroupwhereopen communicationaboutm&ccanbehadwithallstakeholders TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 10

12 MeasurableOutcomes&ImplementationTimeline Wehaveidentifiedashortlistofmeasurableoutcomeswewouldliketoachieveinthe2015year andtheyareasfollows: Workwithaminimumofthreepartnersonsalesinitiatives Establishaminimumoftenleads Bidonaminimumoftwoconferences HostaminimumoftwoFamtours Supportaminimumoffiveconferencesthatarealreadybooked ImplementationTimeline Q1 Q2 Q3 Q4 FinalizeM&Cstrategy&brandingincollaborationwithAdvisory X Committee BuildM&Ctradeshowbooth X ImplementSalesPartnershipProgram X X X ImplementEventSponsorshipProgram X X X X B2BE[Newslettercontent X X X X Buildcommunityawareness X X X X Becomeamemberofindustryorganizations X AttendMPIBCEC X WorkwithPGCCtoestablishleads,hostfamsandbidonevents X X X X LaunchLinkedInprofile X Buildphoto/videoassets X X X X LaunchM&CStrategy X BuildrelationshipwithCity X X Printandwebcontentdevelopmentofvenuesandsuppliers X X Ambassadorprospecting X X Createcalendarofevents X X Createinventoryofspace X X Develop"showyourbadge"program X X X Buildbidtemplate X X Establishmethodforbenchmarking X Websitestrategy X X Mediabuysandadcreative X X X Updatemeetingscollateral X AttendCSAEconference X ReviewM&Cprogramsreporttostakeholders X Build2016MarketingPlan&ImplementationStrategy X X TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 11

13 Budget DETAIL EXPENSE REVENUE TOTALCOST Tradeshows&Conferences $3,000 $3,000 MPIBC $1,000 $1,000 CSAE $2,000 $2,000 Meetings&Fams $2,000 $2,000 Branding&Marketing $12,000 $12,000 Collateral $3,000 $3,000 TradeshowBoothportion) $2,000 $2,000 Giveaways $1,500 $1,500 Advertising $4,000 $4,000 PhotoAssets $1,500 $1,500 SalesPartnershipProgram $23,500 $10,500 $13,000 CSAEShowcasebasedon3partner) $5,500 $1,500 $4,000 Videobasedon4partners) $14,000 $7,000 $7,000 Contingency $4,000 $2,000 $2,000 LocalTradeshow&ConferenceSponsorship $10,000 $10,000 TOTAL $50,500 $10,500 $40,000 Conclusion Althoughwearefocusedonachievingallour2015goals,wearealsoalreadythinkingaboutthe futureofthemeetingsandconventionsindustryinprincegeorgewelookforwardtodiscussing withourstakeholders,atour2015tourismsymposium&agm,whattheywouldliketoseefromus movingforwardlookingatotherdmoincentiveprograms,wehaveideasonhowtodevelopour ownincentiveprogramtoincludethingslikeguidedtours,representationatprior[yearconference toassistinthepromotiontodelegates,inpersonbidpresentations,andanm&cappforthemto usefreeofcharge 2016alsoholdsauniqueopportunity,asthe2016PCMAconferencewillbeinVancouverfrom January10 th [13 th,2016similartothe2015csaeconference,thiswillbeagreatopportunityto inviteselectattendeestoprincegeorgeforafamtoureitherbeforeorafterthepcmaconference WearepassionateaboutgrowingtourisminPrinceGeorgeandspecificallywithinthemeetingsand conventionsindustrywelookforwardtoworkingwiththetalentedandinvestedstakeholdersin ourcommunityandtocreatesomethingamazingtogetherthisindustryhasthepotentialtodo greatthingsforourstakeholdersandourcommunityasawhole TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 12

14 Appendices Appendix1 Acknowledgments ihttp://wwwdestinationbcca/getattachment/research/industry9performance/value9of9 Tourism/Value9of9Tourism9in9British9Columbia92013)/Value9of9Tourism_2013_Full9 Reportpdfaspx9Page394 iihttp://culturealbertaca/tourism/research9and9statistics/research/travel9activities9and9 motivation9survey9national/pdf/canadatams_2006_overviewpdf9page24 iiihttp://wwwbringameetingcom/pdfs/nmiw_whitepaperpdf9page1 ivcolleenvanmookhttps://calinkedincom/in/cvanmook vhttp://wwwconventioncentrescanadacom/members_centres/members_starthtml vihttp://princegeorgeciviccentreca/venue/pages/aboutusaspx viihttp://wwwdestinationbcca/getattachment/research/industry[performance/year[in[ Review/Year[in[Review[2013/Provincial[Tourism[Indicators_YearEnd2013_Revisedpdfaspx[Page 2 viiihttps://wwwfacebookcom/groups/hellyeahprincegeorge/?fref Appendix2 BrandingConcepts Wehavedevelopedaversatilelightweighttradeshowbooththatcanbeusedforallthreeofour targetsegmentstheboothwasdevelopedtofitina10 x20 spacebutcanalsobeusedina10 x10 spacewehavealsodevelopedtwobannersforeachtargetsegmentanddependingontheshow wewillbringthecorrespondingbannerstoflankthebackgroundwebelievethiswillcreateahigh impactbooththatdisplaysacommunitywithremarkableurbanexperiencessurroundedby incrediblewildernessopportunitieswewilluse2015togathermoreimagesoftheurban experiencesaswelackimagesthatfitwithinthebannerssizingframework Leisure M&C Sport TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 13

15 Hereiswhatthefull10 x20 boothwilllooklikedependingonwhichsetofbannerswillbeused TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 14

16 Herearedifferentviewsofthefullboothusingtheleisurebannersasexamples TourismPrinceGeorgeMeetings&Conventions2015MarketingPlanandImplementationStrategy 15