PKF Consulting Canada April 25, 2014 Ms. Donna MacLeod Executive Director Northeastern Ontario Tourism 401‐2009 Long Lake Road Sudbury, ON P3E 6C3 Via email:
[email protected] RE: THREE‐YEAR STRATEGIC PLAN AND MARKETING PLAN – FINAL REPORT Dear Ms. MacLeod: In accordance with the terms of our engagement, PKF Consulting, in association with Birchbark Media, is pleased to submit the attached Final Report in conjunction with the development of a Three‐Year Strategic Plan and Marketing Plan for Northeastern Ontario Tourism. The planning process has involved extensive stakeholder engagement, industry research, and collaboration with staff and Board members to gain consensus on a revised vision and mission for Northeastern Ontario Tourism, and developing goals and objectives that will ensure that the vision is indeed achieved. Priorities for meeting each of the goals of the Strategic Plan have been further integrated into an Implementation Plan for the organization to follow over the next three years. In consideration of NeONT’s status as a new organization, the Three‐Year Strategic Plan and Marketing Plan is focused on restructuring the organization and limited new projects, which we believe is important in order for NeONT to achieve further innovation in the long‐term. It is our belief that the plan is both realistic and achievable, and attuned to the organization’s needs and industry trends. NeONT has had a challenging history for a young organization, and several key factors have kept it from growing in a sustainable manner. As such, Year 1 of the Implementation Plan is focused primarily on restructuring. The 2014/2015 fiscal year will be a transition year, from an organizational and marketing delivery perspective, in order to meet the objectives required by TNO from a financial standpoint.