Online Lead GenerationStrategy Map and Balanced ScorecardSeptember 12, 2015

Relationships

Niche Seasonality

Advertising Costs

Overhead Productivity

Strategic Theme:Maximize Online Lead Generation

Financial

Customer

Internal

Learning

New Revenue Streams

Increase Social Media

Engagement

Minimize Lead Generation Costs

Increase Online Accessibility

Introduce off-season offerings

Source for new tour operators

Consistent Online

Presence

Increase Staff Online Tools Competency

Objectives Measurement Targets Initiatives

Financial• New Revenue Streams• Minimize Lead Gen Costs

• Local Revenue• Ad Costs• Sales/ employee

• 30% CAGR• 20% decrease• 30% Increase

• Introduce Metrics to Accounting

Customer• Introduce off-season

offerings• Increase Online

Accessibility• Increase Social Media

Engagement

• Local pilgrimages• Clicks to Contact• Page Likes• Post Engagement

• 3 Pilgrimages• 2-Clicks• 10,000• 10% Reach• 1%

Like/Share/Comment

• Introduce to web presence to existing clientele

• Introduce new offerings to clientele and web followers

Internal• Source for new tour

operators• Consistent Online

Presence

• # of tour operators and destinations

• Number of posts per week

• Update Lead time

• 1 Province per Month

• 5 per week• Same Day

• Join local tour expos• Send staff to tours• Staff led content

Learning• Increase Staff’s Online

Tools and Resources Competency

• Content Ideas per staff

• Workshops

• 5 per staff• 1 per week

• Daily Submissions for ideas

• Weekly Workshops

Thank you for listening!