Bay of Quinte Regional Marketing Board 2016 Evolution

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BAY OF QUINTE REGIONAL MARKETING BOARD

Staff

DUG STEVENSON Executive Director

LAURA VOSKAMP TREVOR NORRIS Communications Business & Program Development Manager Manager Interim Board of Directors

• Belleville Chamber of Commerce Richard Courneyea • City of Belleville Garnet Thompson & Kelly McCaw • City of Quinte West Al Dewitt & Michael Kotsovos • Hastings County Joanne Albert • Prince Edward County Dianne O’Brien • Quinte Accommodations & Attractions Association Scott Walcott • Quinte Home Builders Association Jon Van Huizen • Quinte Restaurant Association John Alexiou • Quinte West Chamber of Commerce Suzanne Andrews • Tyendianga Mohawk Territory Debra Vincent

Growth

1200

1000

Hotels (overnight stays 800 x100K) = 112% growth

Residential Builds 600 QW/B/HC (x$10 Million) = 165% growth 400 Real Estate ($Million) = 131% growth

200

0 2013 2014 2015 2016 (Oct) 2016 Regional Advertising Campaign

• $50K campaign spend – Partnership Fund with RTO 9 • 6 week campaign in fall: Sept 19-Oct 28 – Total audience over 2 million viewers • 3x30s spots – Commercials on Global TV • Targets: GTA, Ottawa, Ontario east & west – Digital video • BayofQuinte.ca integration • GlobalTV.com • Youtube.com – Geotargets: Toronto, Ottawa, Kingston, Syracuse – Interest targets: family, outdoor, travel, culinary 2016 Regional Advertising Campaign

• Web results in 6 weeks vs. 2015 @ bayofquinte.ca – 24,000 page views • Increase of 210% – 11,000 users visited the page • Increase of 156% – 10,312 sessions from Ontario residents • Increase of 208% – 1,200 sessions from US residents • Increase of 580% from – 1,548 sessions from Quebec residents • Increase of 653% from

Next year: learn from statistics/target wisely/continue to spend in shoulder Stay & Play Packages • Over 1,300 golf packages sold in 2016 – over $200K in economic activity – Targets fall & spring – Up 33% from 2015 (roughly 300 packages/$50,000) – 2015 was up 15% from 2014 • $50K campaign spend – Partnership Fund with RTO 9 Campaign: August 2016 - July 2015 – Packages: Golf, outdoor, fishing, beaches, wine tours, Average overnight spending = $150pp

Next year: Integrate new partners/Engage tour operators/Attend travel shows Print

Regional Guide • 24,000 copies printed • 60pgs of tourism & living content • Distributed across Ontario • Heavy distribution in BoQ

Tearaway Map • 60,000 copies printed • Attractions across the region • Heavy distribution in BoQ

Next year: print more copies/distribute more widely/strategic inserts in target markets Digital

BoQ is speaking to over 37,000 followers daily 125% growth from Nov. 2015

26,800 7,900 3,000

Contrast

Ontario’s Highlands Visit Kingston 26,653 followers 25,624 followers

Next year: Continue to target engagement/share best practice with partners Digital

Event Marketing • Ongoing multi-pronged marketing campaigns – video, photography, radio, digital, print, merch, editorial • Highlights – Tweed Elvis Festival – SnoFest – HOTie Awards • Quintelicious/Quinte Craft – Over $200K in economic activity – Over 40 restaurants, vendors & suppliers • Enright, Maple Dale, etc

Next year: Continue to provide event marketing campaigns/photography/video assets • Marketing tool to attract skilled workers to the region • Pulls a selection of $45K+ jobs onto 1 page – Jobs that would help support a mortgage, car payment, etc – Creates an attractive subset of jobs available in the region/job potential – Over 3K hits in 3 months

Next year: Continue site development: job events, show major employers/ad campaign Immigration • Phase 2 complete • Roughly 1,000 pageviews per month • Translation into 6 other languages • Community profiles • Video & photo

Next year: immigration marketing strategy with municipalities, Loyalist, HPEDSB, QUIS, etc Your Money At Work The Value of Shared Dollars • RTO 9 matching funds • $60,000 doubled to $120,000 in 2016 – BoQ Ad Campaign – Programmatic campaign – Quintelicious/QuinteCraft marketing • Up from $47.5K that was doubled to $95K in 2015

Next year: Engage RTO 11/Continue RTO 9 engagement/Other funding: TIPP program/OTMPC Looking Ahead: Jan – March 2017 • Travel Trade & Sport Tourism – New web infrastructure • Booking engine • Meetings+ corporate booking tool • Interactive Kiosks at accommodations • New Regional Guide & Map • Local radio campaign: regional ambassadors • Business Plan/Marketing Plan/Budget for 2017-18 • Statistics gathering • Investigating product opportunities: water • Governance BoQ Governance Explained • Proposed Partnership (1 board seat each) – City of Belleville – City of Quinte West – Hastings County – Prince Edward County – Quinte Accommodations & Attractions Association – Quinte Home Builders Association – Quinte Restaurant Association – Tyendinaga Mohawk Territory • Each paying partner is ensured representation on the board – Partners can name that member directly – Partners can propose a slate of multiple candidates for consideration by nomination committee (optional) 2017-18 Proposed Funding

2017-18 Bay of Quinte Regional Marketing Board DRAFT Funding ORGANIZATION AMOUNT City of Belleville $49,545 City of Quinte West $43,086 Public Hastings County $27,834 Prince Edward County $25,258 Tyendinaga Mohawk Territory $2,174 PUBLIC TOTAL $147,897

Quinte Restaurant Association $8,500

Private Quinte Home Builders Association $69,698 Quinte Accommodations and Attractions Association $69,698 PRIVATE TOTAL $147,897

Sales (map, guide, BoQTV, etc) $100,000 Special project fund QAAA $45,000 GRAND TOTAL $440,794 Proposed Partnership

• 2-year agreement: 2017-18 & 2018-19 • 1 seat on the Board of Directors • $1.00 per capita for both years – Decrease from $1.30 in 2016-17

Next Steps • BoQ RMB to champion inclusive approach – Regional effort allows us to compete • Dialogue re: HC strategic review + BoQ partnership • Develop collaborative MOU in early 2017 – Bi-annual presentations Council • Focus on a Communication Plan – More frequent interaction with Council • Actively share materials from bi-monthly board meetings – Transparency webpage – 2017-18 Business Planning with Hastings County staff • Underway • Create more collaboration throughout the year/leverage expertise – Quarterly stakeholder meetings – Committee/task team implementation with experts – Incorporate suggestions from partners for improved communication – Celebrate results & success more widely

Bay of Quinte Regional Marketing Board