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INTERNATIONAL MARKETING PLAN USA/CANADA · 2012-2013
NEW CONCEPT!
The QOF is developingtwo levels of participation to suit all budgets!
$299+tx
$499+tx
HUNTING & FISHINGBROCHURE - Refresh!
More than $25 000 reserved for a web campaign promotingwww.quebecoutfitters.com!- Banner placements - Keywords campaign
International Marketing Plan USA/CANADA
This International Marketing Plan (IMP), an action plan developed jointly by the Quebec Outfitters Federation (QOF) and its partners, aims to position outfitting establishments in the American and Canadian markets and thereby increases their notoriety as a destination of choice.
We are offering two levels of participation. Each of which provides access to different opportunities described in this IMP.
You get to choose between the General and the Package levels.
1
Note : Québec Outfitters Federation is financed by Canada Economic Development as part of its marketing actions on markets outside Quebec.
TARGETED CLIENTELE:
ELIGIBILITY CRITERIA:In order to correctly position the products for the right markets and clients, outfitters adhering to the IMP must meet the following quality standards and minimum requirements:
NORTH-EAST USA
Maine, New Hampshire,Vermont, Massachusetts, Rhode Island, Connecticut, New York, New Jersey and Pennsylvania
CANADA
OntarioMaritime provinces
MID-WEST USA
Ohio, Michigan, Indiana, Wisconsin, Illinois, Minnesota, Iowa and certain areas of Missouri, North Dakota, South Dakota, Kansas, Nebraska and Eastern Colorado
Ì English speaking staff and guides Ì Website (English) Ì English telephone message Ì Willing to share information and to
participate in surveys once a year Ì Do not promote and promise a guarantee hunt
*Not available to outfitters offering exclusively winter caribou hunt in their activities
Ì Demonstrate an interest in the market through promotional activities such as :
• Advertising (print, TV)• Trade shows• Web strategies
BELOW IS A LIST OF COMMUNICATION TOOLS AND PLATFORMS AVAILABLE TO THE PARTICIPATING OUTFITTERS IN THIS MARKETING PLAN:
Participation Level Preview “General” level 3“Package” level 4
Hunting & Fishing brochure 5
Québec Ultimate Destination 6-7
Web tools 8
Consumers and trade shows 9
Media relations 9
Advertising - Print & TV 10
Québec Outfitters Camp 11
Individual ad placement opportunities 12-13
2
CHOOSE ONE OF THE TWO LEVELS PROPOSED TO TAKE ADVANTAGE OF THE OPPORTUNITIES AVAILABLE IN THIS IMP!
The “GENERAL” level gives you access to:
Ì Listing of your business in 2 sections (your choice of species) in the Hunting & Fishing brochure
Each participating outfitter will have to choose 2 species where he would like to be listed with his coordinates.
THIS LISTING INCLUDES THE FOLLOWING: THE SECTIONS AVAILABLE ARE:
• Outfitter name• Web site• Email • Telephone• Main species (fishing section only)
Ì 1 descriptive Web page on www.quebecoutfitters.com The information is taken from the QOF database such as: Coordinates, hunting and fishing species, activities, services and equipment, rating, photos ...
Ì Access to the brochure distribution plan - New! Mass mailing & distribution in Cabela’s stores in the US
Ì Priority application (The Quebec Outfitters Camp) - see page 11
Ì Access to the individual ad placement opportunities - see page 12
Ì Participation to the draw of 3 web banners
PARTICIPATIONLEVELS
$299+tx
3
ADDITIONNAL OPTION - GENERAL LEVEL
• For an additional listing in a section of your choice, the cost will be $25 +tx / species.
• Fishing (Salmonid or predatory fish)• Bear• Moose • White-tailed deer• Caribou• Small game & waterfowl
PARTICIPATIONLEVELS
4
ADDITIONNAL OPTION - PACKAGE LEVEL
• To advertise an additional package offer on the web, the cost will be $99 +tx.
With the purchase of an additional package, you also get an extra listing in the appropriate section of the brochure based on the species.
• For an additional listing in a section of your choice, the cost will be $25 +tx / species.
The “PACKAGE” level gives you access to:
Ì Listing of your business in 2 sections (your choice of species) in the Hunting & Fishing brochure
Each participating outfitter will have to choose 2 species where he would like to be listed with his coordinates.
THIS LISTING INCLUDES THE FOLLOWING: THE SECTIONS AVAILABLE ARE:
• Outfitter name• Web site• Email • Telephone• Main species (fishing section only)• “Online package available” mention
Ì 2 Web package page online at www.quebecoutfitters.com
Outfitters will presents 2 personalized package offer in the sections they wants
THE PACKAGE INCLUDES THE FOLLOWING:
• Outfitter name• Package title• Type of plan• Availability period, price/person
Ì 1 descriptive Web page on www.quebecoutfitters.com The information is taken from the QOF database and contain the following elements:
Coordinates, hunting and fishing species, activities, services and equipment, rating, photos ...
Ì Access to the brochure distribution plan - New! Mass mailing & distribution inCabela’s stores
Ì Participation to the Québec Ultimate Destination contest and the deployment of its media plan - See page 6
Ì Access to Tourism Québec media relation program - See page 9
Ì Submission of application in priority (Quebec Outfitters Camp) - See page 11
Ì Access to the individual ad placement opportunities - See page 12
Ì Participation to the draw of 5 web banners
Ì Participation to the draw of 5 Web coverages (article + pictures)
$499+tx
• Fishing (Salmonid or predatory fish)• Bear• Moose • White-tailed deer• Caribou• Small game & waterfowl
• Number of nights• What does the package includes, excludes• 3 pictures • Presentation text of the package (max. 25 words)
The Hunting & Fishing brochure is a must for outfitters wishing to conquer the English-speaking U.S. and Canadian markets. This year, QOF in collaboration with Tourism Québec wishes to maximize your investment by offering a participation fee even more affordable!
The brochure who use to presents hunting and fishing packages has been redesigned. By reducing the number of pages and focussing on the product and the experience, it allows us to offer you a more targeted distribution method and a larger impression.
Promotional efforts will be concentrated on the web (www.quebecoutfitters.com) which will bonify the content of the brochure and outfitters exposure!
DISTRIBUTION - NEW!
QOF with the help of his american partner will do a mass mailing to US and Canadian fisherman and hunters. The brochure will also be distributed in the popular Cabela's stores.
The brochure will still be distributed for free during targeted consumers shows and tradeshows outside Québec:
•5 sportshows and tradeshows (US & Canada)•7 All Canada shows (US)
The brochure will also be available online at:BonjourQuébec.com/outfitter & www.quebecoutfitters.com
WEB CAMPAIGN - NEW!
The QOF reserves a budget of over $25 000 to generate as much traffic as possible on the site www.quebecoutfitters.com. Web banner placements and strategic keywords campaigns will therefore give maximum visibility to the outfitters and their packages!
CONTENT
THE BROCHURE WILL BE DIVIDED IN 7 SECTIONS, BY SPECIES :
FISHING HUNTING
• Predatory fish • Salmonid
Each product will be highlighted with texts and eye-catching image. In each section, space will be reserved for the outfitter listing (coordinate) associated to the species. With this new approach, QOF and TQ wish to position the hunting and fishing product and focus on an approach to reach a targeted audience. The goal is to redirect consumers to the site www.quebecoutfitters.com where they will access additional information available in the outfitters web pages and view all packages offers.
In addition to enhancing the Québec outfitters network, the brochure will promote among other things Québec, its regions, the Quebec Ultimate Destination contest and QOF website.
NEW CONCEPT!35 000 COPIES ¦ 48 PAGES (approx.)
HUNTING & FISHINGBROCHURE
5
• Deer• Caribou• Small game & waterfowl • Black bear• Moose
With the resounding success since its launch in 2010, QOF and Tourism Québec (TQ) are proud to announce the return of this contest for a third edition!
Québec Ultimate Destination (QUD) is primarily a “contest” strategy with online registration. Only non-Quebec residents are eligible (Canada, USA). The event puts forward the following experiences:
1- HUNTING (Moose, Caribou, White-tailed deer, Black Bear, small game & waterfowl)
2- FISHING
REGISTRATION & PRIZE :To participate, consumers outside Quebec must register online at the official contest web site :www.quebecultimatedestination.com (no purchase necessary).
Entrants will have the opportunity to learn more about the participating outfitters and partners before they make their final choice. They will have to select one of the offered experiences (for hunting, also choose the species) and identify their favorite outfitter. (Note: A consumer can register at more than one experience).
One winner per category will win the hunting or fishing trips for 2 to the outfitter of his dreams! During the stay, a TV crew* will also visit the selected outfitter to film the adventure! In addition, prizes, offered by the QUD partners will be randomly drawn through out all the registrations received (gift certificates, products, gear, etc.).
MORE THAN 100 000 PARTICIPANTS IN 2011-2012!February 1st to June 30th 2013
PROMOTION OF THE EVENT
Ì Hunting & Fishing Brochure
Ì Consumers shows in collaboration with Tourism Québec
Ì Media placements (TV and print) with Tourism Québec
Ì Web: www.quebecultimatedestination.com www. quebecoutfitters.com www.bonjourquebec.com/outfitters
Ì Strategic alliance made with American and Canadian partners (Facebook, newsletter, web banner)
Ì Mass mailing, e-marketing
Participation “Package”
level
6
PARTICIPATION CONDITIONS:
Ì Transport and lodging costs for winners and their guests (2 persons / trip) will be covered by the Quebec Ministry of Tourism and the QOF.
* The outfitter selected by the winner will host the television crew (maximum 2-3 persons), and offer them hunting or fishing, free of charge.
* Hunting & fishing license will be assumed by TQ for the winners and the TV crew.
ADVANTAGES
• Package(s) Presentation by product • Web packge page
quebecultimatedestination.com / quebecoutfitters.com
• Promotion through newsletters, mass mailing, etc• Deployment of the media plan with Tourism Québec• Promotion during consumers and trade shows• Acquisition of an email database for web strategies All the e-mail addresses of the participants who selected your outfitter will be given to you.
For TQ and QOF, this database also represents an important marketing tool to position the
outfitter network in future actions!
A FAR-REACHING EVENT !
UA value of more than $400 000
from NAMG
The beauty of this concept is its “gigantic effect”, allowing a large-scale dissemination of information regarding the outfitting product through major partners associated with our project; such as the North American Media Group (NAMG), Cabela’s and Tourism Quebec. Thus, the scope of the actions undertaken by the QOF and TQ opens up, using marketing tools such as publications, television shows, newsletters, and websites of American and Canadian partners.
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SPECIAL ADDITIONAL VISIBILITY!The contest will be launched across the U.S.
and Canada as well as all the members ofNorth American Hunter & North American Fisherman
(1.2 million fans)
Also representing...
• A readership of more than 6 millions• Visibility through their newsletters and TV shows for all the duration of the contest• 2 websites with over one million page views each month (Hunters & fishermen)
Other partners:
WEB TOOLS
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www.quebecoutfitters.com
QOF has developed a site exclusively dedicated to the promotion of outfitters participating in the Hunting & Fishing brochure.
All the participants of the IMP will at least have their own descriptive page containing a more complete presentation of their destination in the “outfitters” section. Outfitters who will join the “package” level ($499 +tx) will also have their offer showcased online in one of the product sections.
THIS SITE PROVIDES THE FOLLOWING INFORMATION :
• Outfitters offers (Directory section, packages)• Promotion of the Québec Ultimate Destination website• General information related to fishing and hunting in Québec • Editorials written by professionals of the industry• News, video• Banner placement• And more! QOF has undertaken targeted promotions efforts on this platform to increase the number of monthly visits. (ex: Google SEO campaign)
www.quebecultimatedestination.com
A portal specificaly designed to promote the Québec Ultimate Destination contest!
• Online registration;• Access to the outfitter package and descriptive page;• Details on the contest, regulations, prizes, partners, etc.• Video
www.bonjourquebec.com/outfitters
As complementary platform, the Quebec Tourism Ministry website offers additional visibility with a section dedicated to the Québec Outfitters.
This portal allows to view the Hunting & Fishing Packages brochure online and it also redirects the users to the websites www.quebecoutfitters.com and www.quebecultimatedestination.com.
Targeted email and newsletter
Several times a year, using its impressive bank of emails, QOF will use targeted mass e-mailings to highlight or promote some of its actions, for example the launching of the Hunting & Fishing brochure or the Quebec Ultimate Destination contest!
www.outfittersrating.com -NEW!
Outfitters are invited to join this web site at no cost! The site display a score, based on a number of criteria, for outfitters from all around the world. The site allows consumers to consult the outfitters profile page and read reviews left by customers, a trend that is increasing in popularity.
To register and fill the application form, simply go towww.outfittersrating.com on the tab “Register Your Service” located in the upper right corner of the home page. You’ll be asked to enter the services you offer and the contact information of your customers (the data will be kept confidential). Your client will then receive by email a brief survey to rate their experience at your lodge. Remember to keep your profile up to date and return to enter your new client.
By being listed on this site, you will get great visibility and also be demonstrating a proof of your professionalism!
*View promotional video
Participation “General” &“Package”
level
p.3-4
Participation “Package”
level
p.4
Below is a list of 2013 shows in which the QOF intends to participate, with the collaboration of Tourism Quebec, in order to promote the Hunting & Fishing brochure and the Quebec Ultimate Destination contest. QOF will be covering the total potential Canadian and American clientele, such as Ontario, the Maritime provinces and through the important New York and Pennsylvania markets.
1. Shot Show, January 17-20 - Las Vegas2. Safari Club International, February 1st-4 - Las Vegas3. Eastern Sports & Outdoor Show, February 4-2 - Harrisburg
4. Toronto Sportmen’s Show, March 14-18 - Toronto5. Atlantic Outdoor Sports and RV Shows, March 9-11 - Halifax
REPRESENTED FROM EAST TO WEST
CONSUMERS &TRADE SHOWS
9
MEDIASRELATIONS
Participation “Package”
level
p.3
ALL CANADA SHOWS 1. St-Louis, MO - January 4-62. Indianapolis, IN - January 7-9 3. Chicago, IL - January 10-134. Madison, WI - January 14-16 5. Milwaukee, WI - January 17-20 6. Green Bay, WI - January 24-277. Minneapolis, MN - February 15-17
Participation “General” &“Package”
level
p.3-4
Tourism Quebec’s Hunting and Fishing media relations program offers outfitters the possibility of hosting foreign teams of journalists (print, television, web…). Tourism Quebec will cover the travel costs*, and also act as liaison between the outfitter and the media.
“Package” level participants in the IMP are invited to apply for this program, which is subject to available funding by Tourism Quebec.
*All other costs but the travel costs are the responsibility of the outfitter.
MAGAZINE
QOF and Tourism Quebec suggest the following ad placements for 2013, in order to position outfitters having participated in the IMP via advertising in the Hunting & Fishing brochure and the Québec Ultimate Destination contest.
North American Hunter
North American Fisherman
Ontario Out of Doors
Issues 3 3 3
# pages/issue 1 1 1
# of copies 850 000 500 000 100 000
TELEVISION
Awareness message concerning the destination by Tourism Quebec: Opening and closing ad (30 seconds) & Promotion of the Québec outfitters.
Examples of placement:
Ì Jim Shockey Adventure and Jim Shockey the Professional : Outdoor Channel
Ì Archer’s Choice with Ralph & Vicki : Outdoor Channel and Wild Tv
Ì North Americain Hunter : Versus and Sportsman Channel
Ì North American Fisherman : Versus and Sportsman Channel
Ì Québec Outfitters Camp: Wild TV and Sportsman Channel
QOF HAS TEAMED UP WITH RENOWNED MAGAZINES!CAMPAIGNS WITH A PUNCH!
ADVERTISINGprint & television
Participation “General” &“Package”
level
p.3-4
10
In addition to the placement listed above, look out for QOF emails,
which will perhaps provide new opportunities or
specify the deadlines and requirements to participate in the different placements!
Quebec Outfitters and Tourism Quebec are proud to give the opportunity to outfitters to be the star of the TV show «Québec Outfitters Camp / Le Camp en pourvoirie» produced by Gravel Media.
CONCEPTThe 13 episodes scripted and filmed at an outfitter, presents different aspects of outfitting across the province, according to the particular region and the host outfitter.
To view previous shows, visitwww.campenligne.com !
BROADCAST NETWORK
Ì USA : Sportsman Channel Ì Canada/English : Wild TV Ì Québec : RDS
AUDIENCE
Ì 1 300 000 English viewers (American and Canadian) Ì 780 000 Québec viewers
FREQUENCY
Ì 1 broadcasting (30 minutes) and a minimum of three reruns a week on each network
2e EDITION!
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Take the opportunity of given your name in priority if you want to participate to the 2013 filming!
(on-air 2014)
Participation “General” &“Package”
level
p.3-4
p.3-4
ONTARIO OUT OF DOORS / Circulation 105,000 copies · 591,000 readers
Format Public rate QOF rate Discount
1 x 3 page1 and 5/8 x 2 $375 $310
+/- 21 %1/8 page $495 $4001/4 page $990 $7901/2 page $1 155 $9541 page $1 570 $1 299
*Rates in CDN $ : 4 color process
NORTH AMERICAN FISHERMAN / Regional circulation 240,000 copies · 1 100,000 readers
Format Public rate QOF rate Discount
2 inches(1 1/4 x 2 1/8) $970 $400
+/- 40 %
2 x 2 inches(3 1/2 x 2 1/8) $1 755 $680
1/4 page $2 900 $1100
1/2 page $5 800 $2 500
1 page n/a On demand
*Rates in CDN $ : 4 color process
QOF SPECIAL DISCOUNTQOF allows its members to benefit from individual prices are more than advantageous!
Following it’s participation in the USA/Canada marketing plan, the outfitter can contact one of the media below and create his own campaign and take advantage of the discount:
INDIVIDUALAD PLACEMENTOPPORTUNITIES
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Contact:Veronica MainguyAdvertisingT. 705-748-0076 Ext: 272F: 705-748-9577@: [email protected]
Contact:Timothy HamillT. 231-360-6434 F: 231-355-6410@: [email protected]
BEAR HUNTING MAGAZINE / Circulation 15,000 copies · 35,000 readers
Format Public rate QOF rate Discount
1/4 page $525 $420
+/- 10 à 20 %
1/3 page $685 $548
1/2 page $905 $724
2/3 page $1 155 $924
1 page $1 570 $1 256
*Rates in US $ : 4 color process (Black and white option also available)
NORTH AMERICAN HUNTER / Regional circulation 409,000 copies · 2 531,000 readers
Format Public rate QOF rate Discount
2 pouces(1 1/4 x 2 1/8) $1 026 $465
+/- 43 %
2 x 2 pouces(3 1/2 x 2 1/8) $1 850 $820
1/4 page $3 000 $1 600
1/2 page $6 900 $3 000
1 page n/a On demand
*Rates in US $ : 4 color process
INDIVIDUALAD PLACEMENTOPPORTUNITIES
13
Contact:Jeffrey FolsomAdvertising T. 320-743-6600@: [email protected]
Contact:Timothy HamillT. 231-360-6434 F: 231-355-6410@: [email protected]
TAKE ACTION NOW!Complete the participation
form attached
BOOK EARLY!PARTICIPATION DEADLINE:OCTOBER15th 2012
For more information on the present IMP, do not hesitate to contact us!
Alain Parenteau- Marketing Director-
Ext: [email protected]
270-5237 boul. Wilfrid-Hamel, Québec (Qc) G2E 2H2Tel. 1 800.567.9009 Fax. 418.877.6638 [email protected] | www.quebecoutfitters.ca
“GENERAL” LEVEL •Listing in 2 product sections (your choice of species) in the Hunting & Fishing brochure•1 descriptive Web page
•Access to the brochure distribution plan
• Priority application (The Quebec Outfitters Camp)
•Access to the individual ad placement opportunities
• Participation to the draw of 3 web banner
“PACKAGE” LEVEL •Listing in 2 product sections (your choice of species) in the Hunting & Fishing brochure
•2 Web package page · www.quebecoutfitters.com
•1 descriptive Web page
•Access to the brochure distribution plan
•Participation to the Québec Ultimate Destination contest I don't want to entry the contest and I am aware that I will not benefit from the exposure related to the event. Check here
•Submission of application in priority (Quebec Outfitters Camp)
•Access to the individual ad placement opportunities
•Access to Tourism Québec media relation program
• Participation to the draw of 5 web banners
•Participation to the draw of 5 Web coverages (article + pictures)
Between: Québec Outfitters Federation And: Outfitter:
270 - 5237, boulevard Wilfrid-Hamel Contact:
Québec (Qc) G2E 2H2 Permit # : -
Telephone: ( )
I HEREBY CONFIRM MY PARTICIPATION TO THE INTERNATIONAL MARKETING PLAN (IMP) USA/CANADA BY SELECTING THE FOLLOWING PACKAGE:
Please specify the 2 sections in wich you would like your business to be listed in the Hunting & Fishing brochure :
Predatory fish Caribou Small game Salmonid Deer & waterfowl Black Bear Moose I wish to obtain an extra listing in the following section (Additional fee of $25 +tx per section):
______________________________________________
Please specify the 2 sections in which you would like your business to be listed in the Hunting & Fishing brochure and in which you will place a package offer online :
Predatory fish Caribou Small game Salmonid Deer & waterfowl Black Bear Moose I wish to obtain an extra listing in the brochure as well as an extra package offer on the web in the following section (Additional fee of $99 +tx / section):
______________________________________________
I wish to only obtain an extra listing in the following section (Additional fee of $25 +tx by section):
______________________________________________
$299+tx
$499+tx
CONTRACT NUMBER: ______________2012-2013 PARTICIPATION AGREEMENTINTERNATIONAL MARKETING PLAN USA/CANADA
PARTICIPATION CONDITIONS:1. 2012-2013 licensed outfitter
2. No over due account at the QOF
3. Fulfill the following eligibility criteria :
- English speaking staff and qualified guides - Website (English) - Telephone message / Voice mail (English) - Willing to provide information and participate in surveys once a year - Do not promote or promise a guarantee hunt - Not available to outfitters offering exclusively winter caribou hunt in their activities - Demonstrate interest and investment for American and Canadian markets with various promotional activities. Indicate the actions already taken, to be taken by your establishment or to come:
TERMS OF PAYMENTPayable to the order of Quebec Outfitters Federation as follows:
1st payment - 50 % of the total amount at the signing of this agreement 2nd payment - 50% to the release of the Hunting & Fishing brochure – December 2012 Postdated cheques Credit Card: VISA Mastercard
Number: _____________ / _____________ / _____________ / _____________
Expiration: ________ Secure Code (3 last digits - back of the card): ________
I authorize two charges on my credit card,the first payment at the signing of this agreement and the second in december 2012: ______
In witness whereof the parties have signed this _______day of _________________________2012
Authorized representative (Outfitter) Authorized representative (QOF)
Please complete this form (both sides) and return it to us by fax at 418-877-6638,email [email protected] or by mail before October 15th 2012.
*To become a QOF member, please contact Diane Perron at 1-800-567-9009, extension 221 or by email [email protected]
TPS/TVH: 107378689 TVQ: 1006099901
Publicity Trade Shows Medias relation Web Mailing DVD Other:_______________________
I hereby certify that I comply with all the participation conditions and wish to join the IMP.
Outfitter name : __________________________________________
Signature : ______________________________________________ Date: ____________
initials
2012-2013 PARTICIPATION AGREEMENTINTERNATIONAL MARKETING PLAN USA/CANADA
