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MARKETING WORKSHOP
AUGUST 30, 2015Norfolk CountyTourism & Economic Development
Partner Program
274 Partners currently
Up from 258 same time last year
$48,000 in cooperative marketing
funds
Council commitment
Our Brand – Keep it together
Content Development
Idea
Share your news Good News
Events
Product launches
New staff
Packages
Story ideas
Email [email protected]
Idea
Partner with us Renew your partnership
$175 per year + HST
Encourage your neighbouring
businesses to partner
Email [email protected]
Web norfolkbusiness.ca
9,000+ sessions
(+48%)
12,500+ pageviews
(+29%)
75% are new visitors
Growth in visit duration
Growth in interest from
U.S., Brazil, U.K.
Web norfolktourism.ca
Overhauled /responsive
Merged norfolkfarms.com
184,000 sessions (+23%)
477,000 pageviews
(+12%)
71% are new visitors
Web norfolktourism.ca
Growth visit duration
Growth in 14 day / 30
day active users
More interest from U.K.,
Germany, Brazil, India,
Netherlands, France
Idea
Update & add listings Keep them accurate
Additional listings
Foods A-Z
For Couples, For Families
Post events
Send us news
Email Publications
Norfolk Getaways
3,910 subscribers (+3%)
Every other week
Norfolk Flavours
2,011 subscribers (+65%)
Every other week
Development News
648 subscribers (+70%)
monthly
Getaways emails – reader survey
64% visited Norfolk because of something they read in Getaways
Favourite activities
Dine 94%
Sightsee 77%
Beach 73%
Events 73%
Wine/beer tasting 56%
Museum/arts 50%
Hike/cycle 47%
4,054 subscribers
and growing
Open rate: 28%
Click-thru rate: 25%
Flavours emails – reader survey
53% visited Norfolk because of something they read in Flavours
Favourite activities
Dine 92%
Events 87%
Sightsee 85%
Wine/beer tasting 57%
Museum/arts 49%
Hike/cycle 47%
Fish 26%
2,089 subscribers
and growing
Open rate: 43%
Click-thru rate: 27%
Idea
Share your news Add your events at
norfolktourism.ca/event-submission/
Share your news with us…
Publications
Map/Guide
65,000 copies
30% increase
Guaranteed distribution to
hundreds of strategic
locations across Ontario
and U.S.
Content in norfolktourism.ca
plus PDF download
Guide/Map Distribution
Distributed to:
80 Greater Toronto Recreation Locations
28 Great Toronto Attractions & Theatres
52 Hamilton/Burlington Hotels / Locations
63 London / St. Thomas Hotels / Locations
61 Kitchener/Waterloo Hotels / Locations
60 Southwestern Ontario Recreation Locations
66 Niagara Falls / St Catharines Hotels / Locations
45 Windsor / Chatham / Sarnia Hotels / Locations
11 Ontario Travel Info Centres
250+ Norfolk County Marketing Partners
Idea
Advertise1/8 page = $375 + HST
¼ page = $750 + HST
½ page = $1,500 + HST
Full page = $3,000 + HST
Deadline: January 2017
156,000 Spring/Fall Inserts
Inserts in subscriber copies of
Globe and Mail
(high-income neighbourhoods)
May 2015 – 78,000 copies
Sept 2015 – 78,000 copies
Publications
Investor’s Guide
6,500 copies
Distributed worldwide
Content mirrored on
norfolkbusiness.ca
Media Relations
Media Hosting
45 bloggers hosted to date
Award for “Best Technology & New Media” from
Economic Developers Council of Ontario
Idea
Be blogger
friendly Know your story
Offer a discount
Work with our office
Social Media
YouTube
TripAdvisor
Facebook/norfolk.tourism
1,043,308 impressions
3,100 likes
+23%
Increased participation
from U.S. friends
Twitter @norfolktour
515,000
impressions
4,275 followers
+29%
Increased
participation from
U.K. and U.S.
TripAdvisor
5,000+ page views
New curated “Collections”
Partners:
Claim your listing at
Tripadvisor.ca/owners
YouTube
45,000+ views (2015)
12% increase
103,000+ minutes of
watch time (+38%)
Idea
Get social Pick a channel and work at it
Keep engaging customers
Get help from social media
advisors or Fanshawe courses
Idea
Subscribe to
our newsletters
Business Supports & Incentives
Partner News
Idea
Start a newsletter Build loyalty among your customers
Start your email database
Keep it valuable and consistent
Examples:
Emma
Mail Chimp
Constant Contact
Advertising (Online + Print)
Edible Toronto
Lake Erie Living
Provincial Park Guides
TripAdvisor
Weather Network
Wine Country Guide
Yelp
Video Library
Idea
Make a video Professional or amateur
Use Norfolk County free footage
Post video on social media
Use at your retail location
Use at trade shows
Engagement
We respond to:
Telephone
Social Media
Walk-Ins
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2013 2014 2015
Visitor Services - Parties Served
May June July Aug Sep
Collaborations & Partnerships
South Coast Wineries & Growers Association
Ride Norfolk – South Coast Shuttle
Southwest Ontario Tourism Corporation
Chambers of Commerce / Board of Trade
Other Associations
Regional Economic Development
Agriculture Organizations
Media Organizations
Promotions & Co-op Shows
London Food & Wine Show
Toronto iYellow City Fare
Cleveland Motorcycle Show
Toronto Motorcycle Show
Toronto Cycling Show
Promotional Items & Support
Stickers for Norfolk County
products
Information packages for
missions
Gift baskets for dignitaries
Promotional items
Directional Signage
Pay-to-play program for
businesses
Apply through our office
Business Incentives (CIP)
Grants
Interest-free loans
for non-residential
properties
Up to $20,000
Apply through our
office
Idea
Take advantage Promotional items
Norfolk / Ontario’s Garden stickers
Directional Signage
Business incentives
Youth Initiatives
Student Start Up
Program (SSUP)
Grade 6 to 12
40 student businesses
funded
52 students involved
from all communities of
Norfolk County
Evidence of Success
Many awards and honourable mentions at
provincial and national levels
Looking Ahead
Team Norfolk Meeting – Oct 25, 2016
Mixer – Dec 14, 2016
Economic Development Symposium – Jan 18, 2017
ReThink II – Spring 2017
Other Workshops – more to come
Idea
Attend + share Volunteer locally or regionally
Attend an event
Share your news
Encourage others to collaborate
Thanks
Clark Hoskin
Manager, Tourism & Economic Development
