We understand that many regional and local tourism bodies are resource poor, with minimal employees, maximum stakeholders, and relatively tight budgets to support their industry through marketing and product development and implementation.
Taking this into consideration, we offer Regional Tourism Managers and Tourism Officers knowledge, insight, tourism specialist support to develop a succinct Marketing Strategy that will drive visitation to their region.
Step 1 – Client Briefing
Together with appropriate stakeholders, we facilitate an initial in-person marketing strategy planning session to determine the direction of the marketing spend for the destination. The session will begin with a presentation on current marketing trends and opportunities for the tourism sector followed by discussion of the following:
- Current Marketing Strategy & Action Plan
- Ideal Customer and Customer Segments
- Unique Selling Proposition, Key Messages & Communication Channels for Customer Segments
- Marketing Goals and Objectives
- Marketing Tactics & Implementation
Step 2 – Research & Analysis
On completion of the marketing strategy session, we undertake an industry & situation analysis, referencing relevant research documents and strategies.
Step 3 – Strategy Development
A comprehensive, flexible Destination Marketing Strategy document will be developed which aligns with the agreed outcomes from the Marketing Strategy Session. The Destination Marketing Strategy document will outline the following:
- Internal and External Environment Analysis
- Goals & Objectives
- Strategies and Tactics
- Implementation Timeframe
- Resourcing solutions
Step 4 – Present Final Strategy
Once the document is finalised, a final in-person meeting with key stakeholders is facilitated to present the strategy, and we can also facilitate further consultation processes if required.
Following presentation of the document, we can also assist with the implementation of the strategy as it relates to tourism operator training and mentoring programs.
Rebecca is a passionate and experienced marketer with a good eye for detail and as well as the bigger picture. She is an engaging presenter and has knack for pitching information at the right level. Rebecca skilfully guided us through the process of developing a digital strategy and has followed through with plenty of resources and information so we can move forward. She was understanding about our budget constraints and focused on the areas that would make the biggest difference for our region.
Why work with Tourism eSchool to help market your Tourism Destination?
We are experienced and qualified tourism marketers
Between us, we have 20+ years experience in tourism marketing. Before venturing out as Marketing Consultants in July 2011, our last corporate roles were both with the South Australian Tourism Commission, with Rebecca employed as the Inbound Marketing Manager, and Paige as a Marketing Project Manager in the Barossa.
Since finishing our tenure with SATC, we’ve worked with dozens of tourism operators on their marketing requirements. We’ve helped them grow their businesses through marketing strategy development, product development, trade marketing and online marketing training and implementation. We’ve also assisted Regional Tourism Organisations and Regional Development Boards with the development and implementation of marketing strategies and training programs.
We’ve been in your shoes, and know what it’s like!
Understanding the varying complexities of regional and local tourism organisations is one of our strengths. After working in the Australian Tourism Industry in a marketing roles in a regional and state capacity, we understand the challenges regional and local tourism organisations face when it comes to:
- Understanding and working collaboratively with State Tourism Organisations and other regional organisations who are stakeholders for the local tourism industry
- Managing the daily requirements of Incorporated bodies and the expectations of Board Members
- Understanding the workings of local government and funding models for Incorporated bodies
- Planning, developing and implementing campaigns and activities, and resourcing them accordingly
- Supporting and motivating tourism operators to help promote the destination and leverage opportunities
- Managing a Membership program to support industry, and also fund marketing & development activities
This knowledge and understanding has held us in good stead for working collaboratively and positively with regional and local tourism organisations when developing marketing strategies.
We invest in our own professional development
One of our key strengths is our commitment to professional development. As consultants in our own right, it’s in our best interest to stay on top of marketing trends and insights, in addition to how-to and implementation, so we can service our clients.
We also invest hours of research into understanding what marketing tactics and campaigns work well for a variety of customer segments particularly those within the tourism industry, and we make tourism marketing ‘our business’ by attending and gleaning relevant industry conferences for our clients.
We’ve already worked with Regional Tourism Organisations on their marketing strategy development
Over the past 3 years we have been involved in developing and implementing Destination Marketing Strategies for the following regions:
- Adelaide Hills Tourism (2014)
- Eyre Peninsula Tourism (2014)
- Tourism Barossa Incorporated (2011)
Since March 2015, we’ve also mentored 16 destination marketers in developing their own Digital Marketing Strategies for their respective organisations through our Destination Marketing Mentoring Program.
I have worked closely with Paige over the past 5 years, originally at the South Australian Tourism Commission, Tourism Barossa Inc, and more recently Tourism eSchool. Paige is an incredibly accomplished consultant who has excellent knowledge in the field of digital marketing, business development, strategic planning and project management. She is organised, timely and always gets the job done with excellent results. I would highly recommend Paige and will use her again in the future.
Ready to achieve your Organisational Goals?
If you would like support in developing your Destination Marketing Strategy, we would be
delighted to hear from you, so please contact us and we will be in touch as soon as possible!