Marketing Plan

Morgan WestcottJoint Articulation Mtg, 2013

Today:• Why a collaborative marketing plan?• Background research• Key elements of plan• Q & A

Why collaborate?• Schools all have marketing challenges• Big schools = tourism can get lost• Small schools = small budget and reach• We’re collegiate and collaborative in other

ways, why not market together?• It’s what the consumer wants!

Market Research: Motivations1. Love of travel2. Desire for applied, practical education 3. Affinity for working with people/desire to

meet to new people 4. Already in the industry5. BC has a lot to offer/want to showcase BC6. Ability to work abroad and/or at home7. Only option available

Market Research: Why THIS Program?1. Friends and family (word of mouth)2. Need to fill gaps in knowledge3. Perception of increased career opportunities4. Program’s proximity to home or affordability5. Hands-on learning model6. Perception of program as “laid-back”, fun7. Short program length8. Ability to transfer

The Plan

Steering Committee• Ted Wykes, RRU• Jonathan Rouse, OC• Donna Hooker, Cap U• Grant Unger, COTR• Stephanie Wells, Cap U• Gilles Valade, TRU• Dave Twynam, VIU• Richard Haire, BCIT• Carl Everitt, Camosun

• Mark Herringer, NIC • Paola Ceroni, UVic• Kimberly Johnstone, TRU• Mark Elliott, Douglas

College• Mike Tittel, VCC• Kim Hood, Tourism

Whistler

Marketing ObjectiveLinkBC will entice provincial, national, and

international post-secondary students to choose BC tourism, culinary, hospitality, and

adventure programs – and raise general awareness of BC tourism education and career

path options. This will be measured as a targeted 5% increase in enrolments (in

tourism-related FTEs) from 2010 (baseline data) to 2014.

From Students: How to Market1. Increase awareness of career options & benefits of

working in tourism2. Promotion/advertising 3. In-class presentations at high schools and colleges 4. Highlight program reviews, success stories,

testimonials 5. Social media 6. Help with funding 7. Info nights 8. Advertising in tourism businesses

From Committee: Important!• Not just international students• Raise the profile of all programs• Complement existing marketing• Compete with the best

Key Components• Price• Place • Product• Promotion

Awareness• One brand• Understand the product (inventory, profile)

and tell the right stories• Rich online environment – experiential AND

informational

Awareness, continued … • Partner with DMOs• Get to know new marketing

officers for AVED• Work with Hostelling

International, Girl Guides,MEC and Atmosphere …

• FAQ and resources for parents and teachers

• PR and media• Trade shows (ed fairs)

Engagement • Tell awesome stories online all the time (blog

feature on website and targeted newsletter)• Launch provincial alumni association

(Nanaimo are just waiting for “go”!)• Leverage events like Rendezvous (student-to-

student – including secondary)• Work with DMOs on welcoming • Social media (WEIBO and Orkut are next!)

Action• Encourage registration in programs (link to

Apply BC or correct forms)• Refer-a-friend program• Put students to work through unique

internships (blogging, social media, etc.) • Need your help – measure referrals and your

ROI on this program

Budget?

$40,000 for website

Staff time!

Cheap social media!

Internships!

Member fees!

Bottom line … • It makes sense• We’re the one discipline where we can sell

travel, lifestyle• It’s a cycle – potential, current, past students• Let’s keep it strong

Questions?