2014 Highlights and Key Performance Indicators

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2 2014 Highlights and Key Performance Indicators 2015 Priorities Tourism Marketing Summit Canada Revenue Agency

3 2014 MTMA Highlights Leadership transition on MTMA board Marketing to feeder markets New ways to reach potential visitors technology MTMA Web Traffic up 40% over last year

4 2014 MTMA Highlights Fall Digital Consumer Ad Campaign Website unique visitors grew 82,422, (71% > 2013) Page views grew 311,082 (58% > 2013) Outbound links to partners grew 47,630 (62% > 2013) Google Display Network fall ads: 263,504 impressions GTA Facebook: 688,441 impressions Six 90-second videos: Fall excitement in Muskoka

5 2014 MTMA Highlights Take Back Winter Digital Ad Campaign Website unique visitors 25,713 (76% over 2013) Page views 107,868 (79% over 2013) Outbound links 18,763 (89% over 2013) Google Display Network: 263,504 impressions Facebook: 902,735 impressions Six custom digital animations highlighting exciting winter experiences in Muskoka

6 Meetings Muskoka MTMA Highlights New meetings micro site one-stop shop for event planners considering Muskoka Meeting planner tool kit (includes municipal venues) blasts to planners Familiarization visit for meeting planners 25 leads from meeting planners representing 2,030 room nights to Meetings Muskoka partners

7 Key Performance Indicators 2014 KPI #1: Unique Visitors to MTMA Website 350,000 unique visitors; up 40% over 2013 KPI # 2: Outbound Links from MTMA Website 241,000 outbound links; up 49% over 2013

8 Key Performance Indicators 2014 KPI # 3 Membership Market Share by Municipality MTMA Members Bracebridge 63 Gravenhurst 74 Georgian Bay Township 17 Huntsville 68 Lake of Bays 27 Muskoka Lakes 48

9 Key Performance Indicators 2014 KPI # 3 Membership Market Share by Business Type Business Type Market Share Commercial Accommodation 78% (of all guest rooms) Golf Courses 90 % (17 of 19 public/semi private ) Boat Cruises 66% (4 out of six) Museums 100% (10 out of 10) Outdoor Adventure 82% (18 out of 22) Private Camping and RV Parks (transient sites) 48% (15 out of 31)

10 Key Performance Indicators 2014 KPI #4 Membership Net Promoter Score How eager is each member to recommend membership in MTMA to other tourism businesses? October 2014: Net Promoter Score 53% (2014 best in class was 57%) 81% of respondents said yes to Would you recommend MTMA to other tourism businesses in Muskoka? Action plan developed in response to member suggestions

11 Key Performance Indicators 2014 KPI #5 Advertising/Marketing Funding Performance Each dollar invested by MTMA leveraged an additional $3.67 from other partners (provincial and federal governments) to support marketing projects

12 2015 MTMA Priorities Muskoka Brand Revitalization Recommended by: Harris/Decima Strategy Corps Member survey, fall 2014 Steering committee to focus on brand values; personality; emotional appeal; unique selling features; value add; a brand statement; brand promise; brand communication. Goal is to build a brand concept and guidelines that participants can incorporate into their own activities

13 Website Development 2015 MTMA Priorities Brand Revitalization project recommendation launch new, responsive, mobile friendly website in 2015 HTML-5 format and new architecture Expected Results: Website improvements will advance MTMA KPIs # 1 and 2. 40% of current traffic is from a mobile platform Mobile traffic will continue to grow In 2015, increase unique visitors by 20% or 69,000 Increase outbound links by 30% or 71,000 over 2014

14 2015 MTMA Priorities Seasonal Digital Advertising Campaigns Brand Revitalization project recommendation Expected Results: Increase unique visitors by 20% or 69,000 over 2014 Increase outbound links by 30% or 71,000 over 2014

15 Tourism Marketing Summit A tourism marketing summit is being organized by the MTMA on the recommendation of Strategy Corp, a consultant retained in 2014 to examine the effectiveness of tourism marketing in Muskoka. Muskoka Tourism has extended an open invitation to its members, as well as to the community at large, to participate in the summit.

16 Canada Revenue Agency The Canada Revenue Agency (CRA) completed a routine audit of Muskoka Tourism s HST transactions over the past several years. HST transactions in 2014 and 2013 were OK. Based on the CRA findings, Muskoka Tourism is required to re-pay about $50,000 due to an incorrect HST input tax credit applied to calculate the HST refunds MTMA received in 2010, 2011 and 2012 for G8 related activities.

17 Revenue Canada Next Steps Request one-time financial assistance to repay CRA.

18 THANK YOU