2011 – 2012 CHEMAINUS BC BIA – VISION AND MARKETING PLAN.

 

 

BIA OVERVIEW:

 

The Chemainus BC BIA serves specific business areas and stakeholders and aims to promote the improvement areas as a business, shopping, entertainment, and tourist destination by developing marketing, advertising, and promotional programs.

 

The BIA aims to foster a sense of community for local residents and visitors alike.

 

The BIA also endeavors to facilitate visible improvements to increase the beauty of the town, enhancing the community for both residents and visitors.

 

Marketing efforts will include a focus on target markets that are more predisposed to visiting the Village in our shoulder and off season and we will highlight the numerous advantages and activities we have in Chemainus and the region.

 

In this document we present a list of proposed opportunities for action and marketing items that will have a direct impact on excellent year-round positioning in the region, via regional markets, Vancouver Island, British Columbia and the world-wide market place.

 

The effect will be greatly enhanced and improved visibility, awareness and connectivity locally, regionally and provincially plus the world at large.

 

MISSION OBSERVATIONS:

 

The Mission detailed in 2009 is still effective:

 

To continue community progress through an extremely effective Board whom are marketing and promotion-minded community leaders who are continuously seeking input from experts in the field. The effect will be to greatly enhance and improve visibility, awareness and connectivity for Chemainus in: 1. The Vancouver Island regional markets; 2.Victoria; 3. British Columbia; and 4. The World at large.

 

The BIA Board decided at the start of its 2010- 2011 board year, that we would instead of focusing on

 

1. Marketing and

 

2. Beautification.

 

Focus on

 

1. Economic stimulation activities. 2. Beautification. 3. Marketing.

 

In other words to firstly promote economic growth and opportunity!

 

Our branding is based on Chemainus as an Arts and Cultural destination, but we hope to enhance that in the future, after we get rejuvenation happening in the community, at which time we may also become more of a boutique shopping village. Branding Chemainus, especially via the website and the annual guide/map, brings Chemainus into the consideration set for potential visitors.

 

All of us as Chemainus business community members are required to think, operate and act differently in order to drive visitors to Chemainus and all of us will collectively reap the benefits.

 

We believe that; every time you adjust your mind set, you open up to new opportunities and possibilities.

 

INTRODUCTION:

 

Located on Vancouver Island, Chemainus is part of the Municipality of North Cowichan, incorporated in 1873, within the Chemainus Valley and situated immediately north of and adjacent to the City of Duncan and south of Ladysmith. The community’s residents enjoy a relaxed, casual lifestyle in a rural setting that also affords many of the amenities of city life. Downtown Chemainus currently supports a diverse range of land uses, including commercial, institutional, office, residential, parks and transportation. Based in two general areas (Old Town and Uptown), the core has been revitalized in the past notably focusing on the cultural traditions of the area. The mill and Murals are just part of our claim to fame, complemented by a professional theatre, golf and water activities.

 

REJUVENATION:

 

Early in 2010 the BIA went after rejuvenation:

 

The Board understood that the principles of destination branding are simply to ensure that the strengths of Chemainus are to be properly connected to the needs of the visitors and that the place acquires a competitive advantage by developing a distinctive reputation that is highly valued.

 

They decided, during the Destination Branding workshop late in 2009 that they needed to present a dream – a vision plan a drawing of how they could get the entire community and developers alike to buy into the Chemainus promise. Chemainus is looking tired and has rested on the laurels of the Murals and the Theater for 10 to 15 years too long and yet a perfect tapestry of offerings is already in place.

 

The board saw that they needed rejuvenation before Chemainus could move any further on branding Chemainus.

 

2009 – 2010 REVIEW:

 

The BIA became a registered society in early 2009 and the 2009 – 2010

 

marketing plan as well as the blog can be consulted for activities and decisions made/taken during our first two years.

 

The BIA has taken on tasks that are not typical for this kind of organization, however

 

we have certainly stepped up once we saw the need and we aim to continue those efforts.

 

The work has been done by volunteers dedicated to your business community.

 

Following on the heels of the major economic collapse of late 2008 and the

 

resulting financial challenges in 2009, 2010 was anticipated by many to see improved business conditions.

 

The extensive government stimulus introduced in Canada as well as in the U.S.

 

and elsewhere combined with historic low interest rates appeared to “cushion” the general economy. This led to the expectation that consumer spending, including spending on travel, would rebuild in 2010 after the downturn of the prior year.

 

Actual results were not quite as expected both for regional, provincial or

 

national travel. Rather than spending, consumers took the opportunity of low

 

interest rates to pay down record personal debt.

 

This impeded leisure travel and when personal vacations were undertaken, the

 

trend was to stay “local” and reduce the duration of which Chemainus did see some benefits to the local economy.

 

A new term became apparent, the “staycation”, generally made at the “last minute” and with minimal planning.

 

Businesses also became more caution and trimmed travel plans.

 

Chemainus benefits in a major way from the Mural awareness and due to the Chemainus Theatre year long professional production program. It is a stop on every bus tour itinerary to central Vancouver Island and certainly is a friends and family visitor’s destination. It also benefits from regional and Vancouver Island visitors as well as from sports team travel, especially on long weekends and often connected to Duncan sports facilities.

 

MARKETING AND ECONOMIC COMMENTS:

 

During the 2010 season, as in 2009, we have created mostly new advertising design copy

 

and we have partnered our advertising placement when possible with partners such as the Hotel, Theatre and others.

 

The Home Show in Vancouver early 2011 was partnered with Ladysmith, BC Ferries,

 

Wild Play Parks, Golf Mount Brenton, the Theatre and the hotel.

 

We have recently started to focus away from marketing “mural town Chemainus” in

 

order to market the many options available when you visit our region. The focus is on Golf, Diving, Theatre, dining, overall enjoyment, Water, Arts, Murals and Culture. This is reflected in the new website and in the new 2011 guide.

 

In their Trends publication, PKF Consulting report that Vancouver Island

 

experienced a 1.4 percentage point decline in the first seven months of

 

2010 over the same period in 2009. During 2008 the trend was up from previous years.

 

The challenges of 2010 were also noted in Chemainus. Results through

 

September indicate that this was not the performance that we expected for

 

2010, however due to the strength and the sheer volume of advertising and

 

marketing placed during this time period with a focus on regional, plus Vancouver

 

Island, BC and Alberta markets, Chemainus appeared to be able to hold its own.

 

Demand from family travelers has declined in response to employment and income concerns.

What was evident in July and August that family travel was down and visitors to our town declined accordingly.

 

Alberta marketed to its own population and we saw a lot less people travelling from Alberta combined to the previous year.

 

Again for 2011 we anticipate no change in the direct situation for Chemainus.

 

The community continues as “the little town that did” and the murals are its

 

claim to initial fame. During the 2010 – 2011 year we have started to go

 

beyond the known concept of Chemainus and are now marketing more

 

aggressively the overall Chemainus Experience: Golf, Diving, Arts, Culture,

 

Dine, Theatre, Shopping, Water Activities and the like are and will continue to be part of our marketing message.

 

Overall, Chemainus is in a great position to continue to create word-of-mouth and press for our town and to specifically develop a shoulder/off-season leisure strategy that will further differentiate the town to our markets. The theatre already has its exclusive focus on Victoria and the Island and this will prove to help tie theater visits to shopping and taking in additional attractions as well as the murals.

 

We will be able to further differentiate this immediate region to all of our key markets.

 

It will be most effective for the BIA to continue to be part of Tourism Vancouver Island and Tourism BC as well as Tourism Victoria publications in order to reach the tourist at these specific gateways’ most cost effectively.

 

As the region currently does not receive a significant visitation from the U.S., we will not focus on them. However, we will market to the world at large via our website and specific key-word targeting. Additionally we aim to consider face book targeted ads.

 

Fewer people are taking full vacation time, opting for more frequent shorter vacations and escapes – getaways, and Chemainus via the B.I.A, can capitalize on that as an ideal central island location with very special attractions and relaxation options.

 

We visit places and go to restaurants or movies and plays etc. because someone in our social network recommended it to us, that is why Chemainus will need to list and monitor social web networks such as TripAdvisor, Youtube, Facebook and related sites.

 

Community leaders must recognize that they are engaged in a marketing enterprise – that of marketing their town to prospective “customers” who could make use of what the town, its people, and its businesses have to offer.

 

The creation of a differential advantage (branding) for Chemainus could turn out to be the deciding factor for a retiree or family considering where to spend their next vacation. It could influence a family that is thinking of moving to another community, or it could steer a business to locate in our town over other towns which don’t appear to have anything unique to offer.

 

As previously mentioned branding is based on Chemainus as an Arts and Cultural destination, but hope to enhance that in the future, after we get rejuvenation happening in the community, at which time we may also become more of a unique boutique shopping village.

 

We have been able to contract for eight months with a person who will be focused on economic development and on attracting new businesses to the community. This person will compile statistics for our community and will self publish a community profile document which is intended to assist potential new industry – business to Chemainus. This person is also able to stream line encourage the organizing of one more annual high season event and is able to handle all media release mailing and follow up for these Chemainus events. The person will be an information assisting person for new businesses wishing to locate in Chemainus.

 

S.W.O.T. ANALYSIS

 

As part of the development of a marketing program the S.W.O.T.

 

(“Strengths, Weaknesses, Opportunities, Threats”) analysis is helpful.

 

Strengths and Weaknesses

 

The strengths and weaknesses of Chemainus as a town its streetscape,

 

ambiance, signage, businesses and facilities have a direct effect on the

 

ability of the town to maintain a strong and positive market presence, and

 

build revenues for its merchants and organizations.

 

Strengths

 

• The Chemainus Theatre Festival is very well established and continues to attract record attendance and press from the Island market place and operates year round.

 

• Chemainus remains the (potential) jewel of the region

 

• Central location on Vancouver Island – close to Duncan and Ladysmith attractions

 

• World renown since the early eighty’s for its murals – New tourism economy

 

• Murals have ‘street-appeal’, create town ambiance enhanced with floral, banners etc

 

• Boutique type historic village with tons of future potential

 

• Many things to do: Golf, Theatre, water activities, arts shopping, nature at doorstep

 

• High end Hotel with Indoor swimming pool, whirlpool and large fitness centre

 

• Heritage homes and unique B&B operations

 

• Many unique shops from bakeries, coffee shops, museum and LaundromatDemonstrated ability to attract travelers.

 

• Warm, year-round climate of region

 

• Chemainus is CENTRAL on Vancouver Island it can be the base for day trips.

 

• The town offers cozy Bed and Breakfast homes and an elegant brand name hotel.

 

• Warm, year-round climate of region.

 

• Popular scuba diving and kayak area.

 

• Many Arts and craft focused merchants.

 

• New merchants are continuously choosing to locate in Chemainus.

 

• Chemainus has worldwide “Friends” that spread our fame.

 

• The Duncan region appears economically strong with new industrial growth.

 

• Community leaders are focused on developing the tourism appeal of the town

 

• Demonstrated ability to attract corporate, leisure, sports & government travelers

 

• Nanaimo Airport All weather upgraded – message is not out yet

 

• E&N passenger rail service

 

• Visitors love the quite rural Chemainus image

 

• It is a compact walk able town center

 

• small emergency hospital

 

• Beach Area – Scenic

 

• Trails and Parks (vegetation)

 

• Two Grocery Stores

 

• Liquor stores

 

• Library

 

• Museum etc

 

• The Mount Breton Golf Course is located at entrance to town and proximity to other golf courses The residential community is growing. People are moving back to small communities in increasing numbers.

 

Weaknesses

 

• No visibility – well defined entrance and proper signage from Island Highway

 

• Nearby logging activities creating dust and noise

 

• Not seen as a long term visit or stay location

 

• Many empty stores

 

• Currently not as much water – beach connections for recreation

 

• Very limited evening food & beverage in immediate area

 

• Murals attract visitors but virtually all are on day-trips

 

• Chemainus location, vis-a-vis Victoria, minimizes overnight tour bus potential

 

• Town looks tired and dated – rejuvenation is long overdue

 

• Poor transportation options yet have a Greyhound bus stop and train station

 

• Not a lot for younger generation (partnering with nearby communities is vital)

 

Opportunities and Threats

 

This section summarizes several factors that represent market opportunities

 

and challenges to Chemainus in its external market environment.

 

These are identified in a non-prioritized order.

 

Opportunities

 

• Location – interesting artisan area (Market the painters, potters, glass blowers, jewelers, carvers, weavers, etc.)

 

• Partnership with Ladysmith, Wild Play Parks and Duncan, attracts a mix of age groups

 

• Opportunity for Marketing relationship with Theatre, Golf Course etc

 

• The new “Emily Carr” series has the potential to reinvigorate “the world at large” and expand Chemainus awareness to new markets as well as to regional people to have a new reason to visit again! Chemainus is well known by tourism professionals in BC and they refer visitation.

 

• The Chinese market that already visited Victoria etc could be ready to come up Island

 

• The Chinese residential BC market might be ready to invite friends and relatives up Isl

 

• We have an extended First Nations community – culture, can get involved.

 

• The local community is enthusiastic and passionate about the future and our village potential.

 

• Community can be invited to “invite the world” i.e. friends and relatives.

 

• Murals are now all over the world, which can assist our awareness and linked promotion opportunities.

 

• Nanaimo Airport All weather upgraded – message is not out yet

 

• Promote scuba diving and kayak area

 

• Promote E&N passenger rail service

 

• Visitors love the quite rural Chemainus image and get them to look at moving here.

 

• Strong growth in the regional population and housing construction

 

• Strong support for Chemainus future potential in the local community.

 

• Promote Year round Destination.

 

• Relationship with Theatre could be expanded; more joint sales, promotion, web linkage.

 

• Promote warm, year-round climate of region and of season visits (+ golf)

 

• Link to Victoria and VI tourism existing distribution channels for marketing.

 

• There exist joint-marketing advertising opportunities with recreation providers. (golf, kayaks) as well as live theatre in Ladysmith and Duncan

 

• E&N passenger rail service allows us to promote beyond Victoria could link to Comox

 

• The Media can be offered interesting articles ideas (i.e. Emily Carr, theatre)

 

• Such as: A photography contest can be an inexpensive way to boost community. pride and get residents thinking about their town in a positive way.

 

• Local merchants can link on our BIA website.

 

• Give members/stakeholders the opportunity to piggy back on ads.

 

• Social networking growth via the web positions Chemainus as a great conversation for friend and relatives recommendations.

 

• Social Networks (2) Use innovative “experience” and “fun” video to promote, but don’t focus on travel experiences simply give an insight into how the locals live and cover a wide range of topics tailor made to reach a wide range of folks before they even begin their travel planning. Try to go Youtube viral.

 

• What can we do re “The Spirit of Chemainus” named tall ship.

 

• Nanaimo attracts cruise ships which can visit our Village.

 

• Recent trend is short-haul trips – escapes we are perfect central V.I. location.

 

• Focus some campaigns on regional visitors (Courtenay to Mill Bay plus Victoria)

 

• Focus on a more family oriented customer additional to the current demographic.

 

• Locals and regional community residents can be offered shopping incentives.(CH$)

 

• Co-op with local events, groups, organizations to make marketing more effective.

 

• Websites can be linked with each other: Chamber, FOM, hotel, B&B, Theatre etc.

 

• Encourage specific people to expand events currently held in town and attract new Chemainus host events that can be coordinated into larger and more all inclusive and participative off season events via the BIA’s coordination and encouragement ie: Encourage shoulder season event coordination. Oct 31, Early Dec. Christmas

 

• List regional as well as local attractions via web and more – we have more than murals and theatre. Kayak, first nation, golf, scenery.

 

• Continue to blog and optimize web site.

 

• Tie into historic (mill, murals, native) via display signs.

 

• Encourage the beautifying of the town for “year round” benefit (trees, banners, benches, infrastructure, “Urban design”).

 

• New marina exposure for Chemainus.

 

• Cowichan Economic and Tourism Development partnership

 

Threats

 

• Insufficient ‘quality’ evening entertainment options within Chemainus.

 

• Global, national and provincial financial uncertainty with resulting impact on regional

 

economies; decline in local logging and related industries

 

• USA visitation low since 9 11 restricting U.S. visitors into BC

 

• The town is part of North Cowichan municipality but does not receive its own tourism marketing or economic development financial support – that is handled regionally and loses specific focus on Chemainus as one of the major reasons visitors stop in the region.

 

• The Theatre and the Hotel cannot afford to market to the Lower mainland region.

 

• BC Ferries are seen as a costly obstacle to short trips from mainland.

 

• Highway exposure for Chemainus is poor.

 

• Poor scheduled flight service into region – for the moment and at high cost

 

• Reduced appeal of Chemainus as a tourist destination including a lack of

 

year-round activities in region.

 

• The town’s activities are limited and focused mostly on summer/theatre with not enough event – festivals

 

• Local stores are frequently closed in the evenings.

 

SUMMARY AND IMPLICATIONS OF S.W.O.T.

 

The S.W.O.T. analysis identifies many strengths for the Chemainus with the

 

Towns friendliness of the staff being perhaps the main strength.

 

We know that this one factor can overcome many “negatives” about location,

 

design, decor, etc. of any business.

 

Fundamental to the continued word of mouth about Chemainus can partly be the friendly attitude of its business staff and residents; however a rejuvenation of the ambiance of the town is long overdue and pivotal to its successful future.

 

Perhaps the greatest regional weakness is the lack of a “quality” (evening) restaurants, bars.

 

As the regions principle ‘demand generator’, the 274 seat Chemainus Theatre

 

Festival offers professional productions of plays and musicals.

 

According to the stated objectives of the Chemainus Theatre Society, the organization that operates the theatre, it seeks to attract audiences from southern and central Vancouver Island.

 

From the BIA’s standpoint, demand should best come from visitors that buy more than ice cream and visit less than a hour or two. Complimenting this by regional visitors on Vancouver Island for daily shopping/visits. The Lower Mainland and further away Island markets, that impacts more substantial revenues to the town and includes dining, shopping and accommodations, is more essential to the towns economy.

 

The dollars multiplier effect is measured by ten times the economic impact.

 

While BIA marketing and promotions programs can be used to build awareness

 

beyond the Island, improved collaboration between the towns business and organizations are also required.

 

The hotel for instance has developed an appeal beyond that tied to the murals and the Theatre.

 

The town of Chemainus has viewed itself as a tourist destination, one built around its many exterior murals. Recently, active participation by several influential local business people, have aggressively sought to expand the town’s appeal and encourage and get more economic activity happening.

 

This BIA and Festival of Mural connected group has augmented the existing murals with additional artwork and have introduced Chemainus Dollars, legal currency (within the town)

 

and a “collectable” item for tourists and others.

 

The intent has been to expand the general awareness of the region with the aim of

 

drawing more visitors in Chemainus. The perfect souvenir and lasting Chemainus brochure.

 

While considerable rejuvenation and economic work has already been accomplished, further initiatives are planned; the process must be viewed in the longer term and a step by step process. They are unlikely to result in significant increases in tourists in 2011 – 2012.

 

It continues to surprise us at the challenge in attracting golfers to Vancouver Island from the Lower Mainland and elsewhere “off-Island”. However, this remains a market opportunity

 

and one that we will continue to pursue in 2011-2012 in conjunction with Mount Breton golf course.

 

Junior and school sports events have provided an additional source of demand business for the community and one that could be further developed. This market is generally consistent and mostly immune from economic downturns. We also still appreciate the Mill connections.

 

2011 ECONOMIC ENVIRONMENT and MARKET EXPECTATIONS

 

Overview

 

The current year is generally anticipated to see improved economic conditions, a return to

 

pre-recession levels. The “Great Recession of 2008-09″ as it is now being called, has proven to have a more constrained recovery than was expected. Indeed, as 2010 unfolded, predictions of economic growth for virtually all countries and regions were scaled back.

 

In looking forward to 2011 there appears to be a level of conservatism from economists

 

and business people and of particular significant to Canada and BC, the US economy

 

continues to stagnate under unprecedented levels of government debt – both federally

 

and in many states.

 

As has been emphasized by government and business leaders, Canada has fared

 

considerably better through the last two years than most other countries.

 

Yet, even here, growth rates have declined as we have moved through 2010 and predictions

 

by the Bank of Canada for 2011 is 2.9%. While conservative compared to recent past,

 

it is 4-5 times faster than the pace of growth in Europe and twice that of the US.

 

The unpredictable near-term continues to impact consumer spending in Canada and

 

elsewhere. The prospect of continued slow economic recovery and even the possibility of

 

a second recession raises concern for families and individuals.

 

The potential for job loss or, for those without jobs, the challenge of new employment

 

leads to conservative spending patterns. This concern when combined with the high levels

 

of personal debt carried by many in Canada and the US and the record low interest rates

 

has led to increased priority of many to pay-down their debt.

 

This has a direct impact on other discretionary spending including on short or long term

 

travel and vacations.

 

Regional Economy

 

Across the US, the inventory of foreclosed homes is expected to last for several years.

 

This expectation will inevitably impact new home construction and continue to impact

 

wood exports to this, BC’s major timber market. This unsettled situation certainly impacts

 

the local North Cowichan economy.

 

Fortunately, wood exports to China have increased substantial but even with

 

this increase cannot be expected to cover the loss of the US market.

 

In Chemainus, the interest has been in residential development currently underway and a

 

further development proposed. We view residential expansion as being important to the

 

town as it inevitable brings increased retail demand so essential to a vibrant downtown.

 

Fortunately, the housing market for the region remains reasonably strong,

 

But is currently a buyer’s market yet apparently reflecting demand from retiring ‘boomers’

 

and a desire for a more “rural” lifestyle than that found in the Lower Mainland.

 

Summary

 

The past year, 2010, proved to be less vibrant than we hoped for.

 

For the forthcoming 2011 we are somewhat more cautious in projections than for 2010.

 

With continued if slow improvement in the economy leads us to conclude that demand

 

will show some improvement over last year.

 

MARKETING

 

While there was evidence of improved market conditions, especially demand, the general economic environment did not recover as well or as consistently as expected during 2010.

 

The current financial outlook from the Bank of Canada suggests that the country

 

has not recovered from the “Great Recession” as briskly as they anticipated.

 

Moreover, they have expressed concern that the economic improvement will continue at

 

a slow pace well into 2011. In our opinion, the implications of slower economic growth

 

for Chemainus suggest “more of the same” with only modest improvement in demand.

 

For the coming year our marketing focus will be to emphasize the total Chemainus experience from Murals and Theatre to Play, Live, Enjoy, Stay, Shop, Dine, Visit.

 

In addition to promoting via the new 2011 official guide and in various Victoria and Vancouver Island based publications , we will be launching a new and upgraded website. In conjunction with the redesigned website we are also looking to increase use of Social Media marketing.

 

Statistics from the Local Best Western -

 

Out of 16671 rooms sold they recorded approximated:

 

* 2232 rooms to USA addresses

 

* 24 to Australia

 

* 14247 from all of Canada (see below per Province)

 

* 11731 to British Columbia

 

* 1113 from Alberta

 

* 434 from Ontario

 

* 201 from Saskatchewan

 

* 22 Switzerland

 

* 43 United Kingdom

 

* 2 China

 

* 2 Costa Rica

 

* 5 Denmark

 

* 2 France

 

*40 Germany

 

* 8 Japan

 

* 16 Netherlands

 

* 7 New Zealand

 

Best Western Plus Chemainus Inn additional profiler tables, but note it is from guests who bothered to complete a survey so we see mostly leisure people doing this.:

 

• Male 50.8 %

 

• Female 49.2 %

 

• Age 65+ 18.4 %

 

• Age 55-64 27.4 %

 

• Age 45-54 20.1 %

 

• Age 35-44 9.1 %

 

• Age 25–34 3 %

 

• Income $ 250K 2.9 %

 

• Income $ 200K+ 4.8 %

 

• Income $ 150K+ 8.6 %

 

• Income $ 100K 27.6 %

 

• Income $ 75K 28.6 %

 

• Income $ 50K 22.9 %

 

• Stay Purpose business 13.9 %

 

• Stay Purpose pleasure 86.1 % (7.7 visiting friends/family)

 

• Decision influenced by AAA/CAA 23.9 % (All Marked in more than one category)

 

• Decision influenced by Best Western 50.7 %

 

• Decision influenced by Hotel appearance 17.8 %

 

• Decision influenced by Internet search 19.8 %

 

• Decision influenced by location 51.3 %

 

• Decision influenced by previous BW stay 33.5 %

 

Program Elements for 2011

 

The following summarizes proposed marketing activities planned for the coming year:

 

Annual 2011 – 2012 Marketing suggestions – considerations

 

** = very local and regional focus.

 

Signage – banners – highway sign improvements

 

** Selective regional focused Magazine advertising

 

Continued Blog updates

 

Chemainus official Map and Guide 2012 etc

 

** Christmas marketing highway signs

 

** Nanaimo and regional Christmas event flyers sponsor

 

Website (visitchemainus.com) and domain management

 

**Regional Print Campaigns (incl Times Columnist 4 times)

 

Community Town signs annual updating (Waterw/Old town)

 

Tourism V.I. official Vacation Guide coop adv placement

 

Tourism Victoria official Vacation guide coop adv placement

 

Tavi travel planning map adv placement (optional after 2011)

 

Tourism Cowichan official travel planner – coop advertising

 

CVRD adv placement sponsor on regional map

 

Four Highway signs Year round (2@Fuller,1 @Duncan, 1 @ Mac blo rd)

 

VI wide Ch. guide/map distributions (9000 at-180 locations)

 

V Island wide tourism offices guide/map mailing costs

 

Annual major new event support

 

Butchart Garden brochure distribution

 

Cost for all advertising via designer

 

Chemainus main Tourist Guide ( Chronicle) adv placement

 

**Valentine advertising (Daily, Newsleader, Chronicle)

 

**Contract for marketing, Event coor. media person

 

**”Beyond Victoria Campaigns

 

Tourism Victoria office *downtown poster and Rack cards

 

**Regional papers winter campaign advertising in region

 

** Spring and Fall regional print marketing campaigns

 

Continued web postings including Tripadvisor

 

Maintaining of Facebook and twitter accounts

 

Town Tour Video for youtube – website and other Social sites.

 

Facebook and Twitter & Blog website contests

 

Consider August ending Vancouver Sun Campaign

 

Consider TVI “Just in Time” Enews monthly

 

Merchant via website can do price point offers

 

Consider regional radio

 

Chinese immigrants looking to bring friends and family over to visit.?

 

BIA Office Location (Share with FOM)?

 

Internet articles and target marketing, may incl google, facebook

 

Research (merchant benefitting) campaign

 

Invite TV personalities to host programs in Chemainus

 

Promote Canada Trail connection