Appendix 2.3 One-Year Tactical Plan

Transcription

1 Appendix 2.3 One-Year Tactical Plan Under the Prvincial Sales Tax Act, all designated recipients, including designated recipients nt subject t the renewal applicatin requirement, must reprt t the Prvince annually. As such all designated recipients (r the designated recipient s service prvider), are required t cmplete the fllwing One-year Tactical Plan n later than Nvember 30 th each year fr years tw thrugh five. If plans are available earlier, please submit as they becme available. A Five-year Strategic Business Plan is required in year 1. The One-year Tactical Plan must be cnsistent with the Five-year Strategic Business Plan and be based n the calendar year. A sample Tactical Plan template has been prvided belw. Hwever, the frmat f the Tactical Plan may be develped specific t yur cmmunity needs and resurces. Similar t the Five-year Strategic Business Plan, the One-year Tactical Plan must adhere t the MRDT prgram principles (see bx). Please ensure there is alignment between prvincial turism strategies and cmmunity turism effrts. Additinally, designated recipients shuld make their One-year Tactical Plans available t turism industry stakehlders. If yu wish t make material mdificatins t the Five-year gals, strategies r targets, the changes must be identified in the One-year Tactical Plan and may require apprval frm the Prvince (see Sectin 11: Amendments in Prgram Requirements). Yur One-year Tactical Plan must cntain the fllwing infrmatin: An verview f the strategic directin frm the Five-Year Strategic Business Plan Key learning and cnclusins frm the previus year Details abut activities and tactics fr the upcming year Expected utcmes Availability f revenue frm ther surces t fund prjects in additin t the funds frm the tax (Reminder: funds frm the tax must be incremental t existing surces f funding. The funds frm the tax must nt replace existing surces f turism funding in a cmmunity) A prpsed budget fr the year ahead Fr questins, please cntact Destinatin British Clumbia at MRDT@destinatinbc.ca. Quick Reference Guide (frm the MRDT Prgram Requirements): The intentin f the tax is t assist designated recipients t fund turism marketing, prgrams and prjects. Funds frm the MRDT prgram are intended t augment current funding and cannt be used t replace existing surces f turism funding in a cmmunity. The MRDT prgram is intended t cntribute t the increase f lcal turism revenue, visitatin, and ecnmic benefits and shuld be supprted by lcal gvernment and turism stakehlders. The MRDT prgram principles are: Effective turism marketing, prgrams and prjects Effective lcal-level stakehlder supprt, and inter-cmmunity cllabratin Marketing effrts that are crdinated and cmplementary t prvincial marketing strategies and tactics Fiscal prudence and accuntability. A2.3-1 Page

2 One-Year Tactical Plan Template Designated Recipient: Designated Accmmdatin Area: Date Prepared: MRDT Repeal Date: Five Year Perid: A descriptin/instructins pertaining t each sectin is prvided in grey text as a guide nly. The frmat f yur One-Year Tactical Plan may be develped specific t yur cmmunity needs and resurces. If using this template, please delete the blue text and prvide yur respnse accrdingly. If using yur wn reprt template, please ensure it includes the fllwing sectins: Sectin 1: Overview and Update t Five-year Strategic Cntext Heading Descriptin Strategic Directin A brief verview f the strategic directin frm the Five-Year Strategic Business Plan, which may include an articulatin f the Visin, Missin, Gals and Objectives frm the Five-Year Strategic Business Plan. Key Learnings and Cnclusins Key learnings and cnclusins frm a situatin analysis r annual review that will infrm yur One-Year Tactical Plan. Prvide an update n prgress t date fr current year activities. Overall Gals, and Objectives Overall Gals, Objectives and Targets, if different frm the Five-year Strategic Business Plan. Strategies Key Strategies fr the year, if different frm the Five-Year Strategic Business Plan. If any change in Key Strategies is deemed t be material r a substantial shift frm riginal directin set, then apprval frm Destinatin British Clumbia will be required befre implementatin. Identify yur key cntent themes fr the year (i.e. wilderness, turing, ski, etc.) Target Markets The types f visitrs that are pririties fr yur cmmunity fr the next year, stating primary and secndary target markets. Include gegraphic target markets, demgraphic, and activity-based target grups. The desired length f stay that yur cmmunity is seeking frm the target markets, frm day visits r vernight getaways t lnger vacatins. A2.3-2 Page

3 Sectin 2: One-Year Tactical Plan with Perfrmance Measures Please prvide a Prject Plan fr each majr activity yu will undertake in the year ahead using MRDT funds. Authrized purpses f MRDT funds are turism marketing, prgrams and prjects and any ther prescribed purpses as set ut by regulatin. Prject plans shuld include the fllwing infrmatin fr each activity. The recipient can rganize the plan in a manner that best reflects their individual apprach. Please nte that Destinatin BC may share relevant tactical infrmatin with applicable Destinatin BC prgram areas t facilitate increased cllabratin and alignment. 1. The majr categry f the activity. Examples culd include marketing, destinatin and prduct experience management, visitr services, etc. Marketing, which may include: Media Advertising and Prductin (fr example: print, radi, televisin, ut-f-hme, paper direct mail, marketing, search engine marketing, paid scial media, display, and native advertising) Website - Hsting, Develpment, Maintenance Scial Media Management Platfrms and Tls (i.e. Htsuite) Cnsumer Shws and Events Cllateral prductin and distributin Travel Media Relatins (fr example: stry idea creatin, media and influencer FAM hsting/supprt, attendance at media marketplaces, etc.) Travel Trade (fr example: trade FAM hsting/supprt, etc.) Cnsumer-fcused asset develpment (fr example: curatin r prductin f written cntent, phtgraphy, videgraphy, etc.) Other. Destinatin and Prduct Experience Management, which may include: Industry Develpment and Training - Enhancing Educatin and Knwledge (fr example: market readiness, digital readiness, industry cnferences, packaging and ther turism-related Industry Wrkshps) Prduct Experience Enhancement and Training (fr example: Itinerary Develpment, Cntent Develpment and Key Experience Creatin) Research, Evaluatin, and Analytics Other. Visitr Services, which may include: Visitr Services Activities (fr example: staff wage and benefits, visitr services via scial media, digital tls, including mbile apps, kisks, beacns, etc.,, rving/mbile visitr services, ambassadr prgrams,, FAMs) Other. Meetings, Cnventins, Events and Sprt: Examples culd include cnferences, events, sales, sprt, grant prgrams, etc. Affrdable Husing, which may include: Details n affrdable husing prjects (prject descriptin and ratinale, authrizing dcuments, budget and applicable funding partners). Please cmplete and attach Appendix 1.8. Other: Other activities nt cvered by the abve categries, such as capital expenditures if pre-apprved by gvernment (prir t applicatin), etc. 2. Please list and describe the tactics yur cmmunity will use t achieve the strategies utlined in Sectin 1 f yur Five-Year Strategic Business Plan. There may be several tactics fr each activity. 3. Please prvide an implementatin plan that includes a shrt descriptin, quantifiable bjectives, ratinale, actin steps, ptential partnerships, resurces, surces f funding, respnsibilities, timeframe, budget, and evaluatin mechanism. 4. Please utline the perfrmance measures, expected utputs and utcmes. Nte, designated recipients A2.3-3 receiving Page

4 Prject Plan Template A descriptin/instructins pertaining t each sectin is prvided in grey text as a guide nly. The frmat f yur Prject Plan may be develped specific t yur cmmunity needs and resurces. If using this template, please delete the grey text and prvide yur respnse accrdingly. Majr Categry: (e.g., Marketing - Travel Trade; Visitr Services Mbile Apps; Cnferences) Activity Title: Please prvide the title f activity. Tactics: Please list and describe the tactics t be used t achieve the strategies utlined in Sectin 1 f the Strategic Business Plan. There may be several tactics fr each activity. Implementatin Plan: Fr each activity, an implementatin plan shuld include the fllwing infrmatin: Shrt Descriptin: Quantifiable Objectives: Ratinale: Actin Steps: Ptential Partnerships: Resurces: Surces f Funding: Timeframe: (when will the tactic begin and end r is it nging?) Budget: A2.3-4 Page

5 Perfrmance Measures: Please review the tactics listed abve and identify expected utcmes and utputs fr each. Reprt ut annually n the perfrmance measures (refer t Appendix 2.2). The perfrmance measures must align with the fur MRDT Prgram Principles: Effective turism marketing, prgrams and prjects Effective lcal-level stakehlder supprt, and inter-cmmunity cllabratin Marketing effrts that are crdinated and cmplementary t prvincial marketing strategies and tactics Fiscal prudence and accuntability. Cnsider the fllwing definitins when preparing the utput and utcme measures: Outputs - measure the level f service prvided by a prject r prvides infrmatin abut what was dne. They define "what yu did", e.g., hsted fur media familiarizatin trips. Outcmes - measures n the achievement f brader gals such as increasing average visitr yield r enhancing the custmer experience. Examples nly: Output Measures: Types f marketing activities Number f event campaigns and results Descriptin f scial media activities and utcmes Number f media placements Number f cnventins and meeting sales Webpage visits Visitr inquiries/calls Outcme Measures: Visitr vlume Visitr nights & visitr spending Visitr revenues Average length f stay Accmmdatin revenues Number f new turism businesses A2.3-5 Page

6 Sectin 3: MRDT Budget fr One-Year Tactical Plan Designated recipients must cmplete the budget table as prvided belw. Revenues Budget $ Carry-frward frm previus calendar year MRDT MRDT frm nline accmmdatin platfrms MRDT Subttal Lcal gvernment cntributin Stakehlder cntributins (i.e. membership dues) C-p funds received (e.g. DBC Cp; DMO-led prjects) Grants Federal Grants Prvincial Grants/Fee fr Service - Municipal Retail Sales Interest Other Ttal Revenues Expenses Budget $ Marketing Marketing staff wage and benefits Media advertising and prductin Website - hsting, develpment, maintenance Scial media Cnsumer Shws, events Cllateral prductin, and distributin Travel media relatins Travel trade Cnsumer-fcused asset develpment (imagery, vide, written cntent) Other (please describe) Subttal Destinatin & Prduct Experience Management Destinatin & Prduct Experience Management Staff wage and benefits Industry develpment and training Prduct experience enhancement and training Research, evaluatin and analytics Other (please describe) Subttal Visitr Services Visitr Services activities Other (please describe) Subttal Meetings Cnventins, Events & Sprt Meetings, cnventins, cnferences, events, sprt, grant prgrams, etc. Subttal Administratin Management and staff unrelated t prgram implementatin wages and benefits Finance staff wages and benefits Human Resurces staff wages and benefits Bard f Directrs csts A2.4-2 Page

7 Infrmatin technlgy csts wrkstatin-related csts (i.e. cmputers, telephne, supprt, netwrks) Office lease/rent Expenses Budget $ General ffice expenses Subttal Affrdable Husing General MRDT revenues Revenues frm nline accmmdatin platfrms Subttal Other All ther wages and benefits nt included abve Other activities nt included abve (please describe) Subttal Ttal Expenses: Balance r Carry Frward Prjected Spend by Market (brad estimate) Add mre rws as needed. Gegraphic Market BC Alberta Ontari Other Canada (please specify) Washingtn State Califrnia Other USA (please specify) Mexic China UK Germany Australia Japan Other Internatinal (Please specify) Ttal Ttal Marketing Budget by Market % f Ttal $ by Market A2.4-2 Page