WIMMERA MALLEE TOURISM MARKETING PLAN

2013—2015

Wimmera Mallee Tourism

Wimmera Mallee Tourism - Map ........................................................................................................... 2 Table of Contents ................................................................................................................................. 3 Introduction & Overview ........................................................................................................................ 4 Mission Statement and Future Direction SWOT Analysis .................................................................... 5 Marketing Breakdown ..................................................................................................................... 6 - 7 Target Market Breakdown ............................................................................................................ 8 - 10 Marketing Mix .............................................................................................................................11 - 13 Budget ................................................................................................................................................ 14 Marketing Projections ......................................................................................................................... 15 Interim Action Plan ........................................................................................................................ 16-17

CONTENTS

Introduction & Overview The Wimmera Mallee Tourism Marketing Plan was developed by the committee members of the Wimmera Mallee Tourism Association. The marketing action plan outlines strategies and projects which will be developed and implemented during the 2013-2015 period. Wimmera Mallee Tourism, comprising of representatives from Buloke, Hindmarsh, West Wimmera and Yarriambiack Shires, is in its third year of existence and has undertaken strategic marketing planning for 2013 and beyond. A marketing strategy for the coming three years is vital for the ongoing success of the association. To date, Wimmera Mallee Tourism has achieved substantial momentum in the promotion and support of the tourism industry in the Wimmera Mallee region. Dedicated and enthusiastic members represented the region at the Adelaide and Melbourne Caravan and Camping Shows along with the Regional Victoria Living Expo and the Mallee Machinery Field Days in Speed. The development of the Wimmera Mallee Tourism website and facebook page has been major milestones of the committee. Social media will continue to be a major focus for the committee. The Wimmera Mallee Tourism marketing strategy provides a foundation for industry consultation and the development of strategic partnerships, and an action plan for the achievement of identified objectives. The plan will drive the growth and development of tourism in the Wimmera Mallee region. The plan aims to increase awareness of the area, leading to an increase in visitation levels. Tourism is a big economic driver and provides many economic benefits to local communities. The projects and objectives of the plan directly relate to the strengths, weaknesses, opportunities and threats outlined in the newly developed 2013 – 15 Strategic Plan. The aim of the plan is to provide a unified approach to tourism development, management, planning and marketing on behalf of the Wimmera Mallee Tourism and broader community. The vision for Wimmera Mallee Tourism as a tourism destination is that the Wimmera Mallee region as a whole will be recognised as one of Victoria’s regional destinations of choice. The Wimmera Mallee Tourism Marketing Plan 2013 – 2015 compliments the existing Strategic Plan 2013 – 2015, and should be viewed and used in conjunction.

Mission Statement To promote and support the tourism industry in the Shires of Buloke, Hindmarsh, West Wimmera,

Yarriambiack and Wimmera Mallee region.

Taken from the Wimmera Mallee Tourism Strategic Plan 2013-15

Future Direction SWOT Analysis

STRENGTHS

Wimmera Mallee Tourism Website www.wimmeramalleetourism.com.au

Nature based assets

Photo locations

Local events

Facebook

Council Support

Water– rivers and lakes

WEAKNESSES

Business perception and awareness of the benefits of tourism

Lack of Executive Officer

Missing information on the Wimmera

Mallee Tourism website

Funding

Low Visitor Numbers

Signage - highways / towns

OPPORTUNITIES

Eco - tourism

Tourism networking - use of cross promotion

Strengthening Touring trails / routes Coffee | Food | Trail Bikes | Event

Promotion | Heritage

Clubs Motorbike | Caravan | Car Clubs

Tourism training for Business Operators

THREATS

Apathy and complacency

Declining population

Council financial support

Financial support to employ an Executive Officer to implement Strategic

and Marketing plans

Market Breakdown

Key Target Key Target MarketsMarkets

40+ couples (with kids)

30+ couples (no kids)

Grey Nomads

Accommodation Accommodation preferencespreferences

Accommodation Services (Hotels,

Motles, B&Bs)

Friends & Relatives Caravan /

Camper Trailer (Free Camping & Caravan Parks)

Market Breakdown

Lifestyle Lifestyle SegmentsSegments

Historical & Cultural Interests

Caravanners & Campers

Environmental/nature based

tourism

Outdoor Recreation

Adventure Travel

Agritourism

Local Travel

Events

Target Market Breakdown

Grey Nomads

Historical & Cultural Interests

Caravanners & Campers

Environmental/nature based

tourism

Outdoor Recreation

Local Travel

The Grey Nomad market is made up of semi and full time retired couples who are spending their time exploring Australia, sometimes at months on end. As a result, the Grey Nomad is looking for an affordable holiday where they can relax and ‘live the dream’. Grey nomads can be characterized by their sense of adventure, humour and their camaraderie. Their accommodation is usually self-sufficient caravans and Recreational Vehicles (RVs) and as a result use caravan parks and free camping facilities throughout Australia. Activities that appeal to Grey Nomads include museums, art galleries, national parks and reserves and nature based activities such as fishing, bird watching, bushwalking and four wheel driving. The Grey Nomad is diligent in researching their trip through avenues such as caravan and camping shows, websites and travel forums.

Events

Target Market Breakdown

40+ Couples with young children

Caravanners & Campers

Environmental/nature based

tourism

Outdoor Recreation

Local Travel

Adventure Travel

Agritourism

The largest growing segment in the Tourism Industry is the Couples with young children (CWYC). Over 4 million domestic visitors in Australia during 2012 were aged 30—54 years (Tourism Australia Research, 2012). The CWYC market is made up of Couples in the 40’s who have young children. With the average age of starting a family growing older each year, there has been a shift in the ‘traditional family holiday’. This market requires affordable holidays in a safe and family friendly environment. The CWYC market sees domestic holidays as being familiar, nostalgic, relaxing and connecting with their family and friends. Activities that appeal to the CWYC relate to outdoor recreation such as camping, fishing, water skiing, swimming, boating, bushwalking. There is also a market for educational tours such as farm tours, museums and galleries.

Agritourism

Events

Target Market Breakdown

30+ Couples (no children)

Caravanners & Campers

Environmental/nature based

tourism

Outdoor Recreation

Local Travel

Adventure Travel

Agritourism

There is an emerging market of the 30-something year-old couples who have not had children. This market are looking for the long weekend and short trips close to home, as they become more time poor with age and increasing responsibilities. The 30-something couples are searching for the ‘reconnecting’, relaxing break to unwind from their busy lives. Their accommodation is varied between camper van, trailers and tents to B&B’s, motel and hotel accommodation. Activities that appeal to this market relate to outdoor recreation such as camping, fishing, water skiing, swimming, boating and bushwalking. There is also a market for educational tours such as farm tours, wineries, museums and art galleries.

Events

Marketing Mix

PRODUCT

PLACE

PRICE

‘Victoria’s Wild West’ The product is not a specific item, but the experience that visitors encounter while they are in the Wimmera Mallee. Our product assists visitors to reconnect and unwind with their family with a travel experience, through affordable holiday options in a safe environment, including activities such as camping and caravan, bushwalking, four wheel driving, horse riding, heritage museums and recreational water activities.

Where visitors can receive their ‘experience’, the Wimmera Mallee Region lies between major arterial networks in the heart of Western Victoria. Easily accessible by road from capital cities of Adelaide and Melbourne and regional cities Ballarat, Mildura, Swan Hill and Horsham, the Wimmera Mallee region offers both relaxation and adventure holidays in a natural environment. The Wimmera Mallee region is engulfed with National Parks and reserves, rivers, lakes and wetlands. Our big open spaces and starry nights are what our visitors come for initially, but they return on their next trip for the friendly hospitality received from the locals. The Wimmera Mallee is a big family, with welcoming arms to visitors, friends and family alike.

The Wimmera Mallee is an ‘experience’ destination. It is an affordable holiday choice for our target markets, with all aspects of tourism priced to attract the conscious traveler. The various accommodation options in the Wimmera Mallee range from free camping sites to mid range 3-4 star motel accommodation and Bed & Breakfasts. There are many unique accommodation experiences in the region, such as the Little Desert Nature Lodge, Mallee Bush Retreat and the Pine Plains Lodge. The affordable ‘country’ prices at our caravan parks enable visitors to stay for extended periods and explore our attractions as they have additional funds to spend on leisure activities that have been saved due to our affordable accommodation. From café food to ‘pub - grub’ to up-market hotel options for dining out, the Wimmera Mallee region offers a wide variety of food options. Supermarkets are well stocked to provide options for picnics and self-catering opportunities. Barbecues are located at numerous parks, gardens and facilities throughout the area. The Wimmera Mallee has wonderful retail opportunities with local produce, giftware and homeware shops. If opportunity shops and vintage boutiques are your style, we have an abundance of shops in the region to accommodate eclectic tastes. The main draw card of the Wimmera Mallee is our attractions. Our National Parks and reserves do not charge an entry fee and our attractions such as Museums only charge a minimal fee to cover operating costs. There are plenty of attractions to visit in the Wimmera Mallee if your are on a tight budget.

Marketing Mix continued

PEOPLE

PROMOTION

The markets of Grey Nomads, Couples with Young Children and 30-something Couples will be targeted through a series of marketing projects with a strong emphasis on the Wimmera Mallee website (www.wimmeramalleetourism.com.au) and attendance at the Caravan and Camping Shows in Victoria and South Australia. There will be an increasing focus on social media platforms such as Facebook, Twitter and You Tube and integrating new technologies with traditional methods of marketing and advertising, such as printed brochures, direct and email campaigns. The promotion of Wimmera Mallee Tourism will also be enhanced by using real life stories and testimonials of both locals and visitors in our marketing campaigns. A priority of Wimmera Mallee Tourism will be internal promotion through the Local Tourism Associations, Business Trader Associations and Town Committees. Networking and stakeholder engagement in addition to media relationships will ensure the sustainability of the association and the tourism industry of the Wimmera Mallee.

The Wimmera Mallee Tourism committee and stakeholders are vital in the success of the association. Each of the four Shire’s have 3 members encompassing the Wimmera Mallee Tourism committee, ensuring there is a broad range of experience and knowledge of both strategic and operational issues for tourism. Council representation is comprised of a Councillor and Council Officer. There is also a community representative, ideally involved at the local level. The Local Tourism Association (LTA) provides feedback at the local level of Council, providing assistance and advice with projects. Local business / tourism operators are ideally involved with the local tourism association, with relevant experience and knowledge in the industry to assist Wimmera Mallee Tourism in providing the ‘experience’ to visitors. Local businesses are the ambassadors of the region and the experience at any local store can alter the overall perception of the Wimmera Mallee. Stakeholders, such as Grampians Tourism, Tourism Victoria and Parks Victoria enable a streamlined approach to domestic tourism.

Marketing Mix continued PROCESS / PERFORMANCE

The Media Manager will be a pivotal role in implementing the marketing projects set out in this document. Delegation of tasks will be completed to ensure an even workload and team effort. Numerous projects will be completed with the assistance of LTAs, local businesses and community groups. Outcomes will be measured in various ways. Social media platforms incorporate individual measurements, such as views/shares per post (Facebook), number of ‘re-tweets’ (Twitter) and number of views per video (You Tube). Other marketing projects are not as simple to measure. The Caravan and Camping Shows are designed as brand awareness projects, and with no direct outcome specific to the camping shows, is difficult to measure. Marketing Projects to assist in measuring performance aims to evoke local caravan park and accommodation owners to conduct market research, to determine if there has been an increase in visitor numbers and length of stay. Visitor numbers will also be determined through Visitor Information Centre statistics throughout the region. Statistics on the Wimmera Mallee region are available through a number of avenues, such as Parks Victoria for National Park visitor numbers and Tourism Victoria for an overall view of the Grampians region. A Wimmera Mallee Post Code Campaign will determine where our visitors are travelling from and will aim to be a stakeholder engagement project in future years.

Budget Projections The Wimmera Mallee Tourism members each paid $5,150 per financial year for membership into the Incorporated Association for 2012/2013, with an expected increase in membership fees of 3% per annum. The marketing tools used to promote Wimmera Mallee Tourism is largely dependent on time and financial restraints. Funding opportunities will be taken into consideration prior to the commencement of projects.

2012 2013 * Projected 2014 * Projected 2015 * Projected TOTAL *

Membership Income

$20,600 $20,600 $20,600 $20,600 $61,800

* These projections are based on 2012 prices, assuming all costs increase by 3% per annum.

Item 2012 Projected 2013* Projected 2014* Projected 2015* Projected Total*

Marketing

Expenses $12,079 $18,886 $32,486 $14,386 $65,758

Incorporation

Fees $157 $157 $157 $157 $471

Catering $245 $0

Other

(Stationery) $13 $13 $13 $13 $39

Total $12,494 $19,056 $32,656 $14,556 $66,268

Marketing Tool Cost 2012 Ex GST

2013 Ex GST Projected cost 2014 Ex GST

Projected cost 2015 Ex

GST

Total cost over three years Ex

GST

Website—ongoing maintenance fees ($100 per month)

$1,200 $1,200 $1,200 $1,200 $3,600

Website Hosting $396 $396 $396 $396 $1,188

Caravan & Camping Shows Exhibitor fees, insurance & accommodation

$8,326 $8,500 $8,500 $8,500 $25,500

Mallee Machinery Field Days exhibitor fees

$250 $250 $250 $250 $750

Promotional Clothing White polo t-shirts (4 new each year)

$277 $140 $140 $140 $420

Promotional Items Map, A5 fliers & banner, presentation folders

$614 $5,300 $4,600 $1,500 $11,400

Photo Competition $50 per month

$200 $600 $600 $600 $1,800

Print Advertising $800 $1,000 $2000 $2000 $4,000

Networking and Engagement (catering, venue hire, advertising)

$0 $1,500 $1,000 $1,000 $3,500

Smart phone application $0 $0 $10,000 $5000 $15,000

TOTAL MARKETING EXPENSE $12,063 $18,886 $28,686 $20,586 $67,158

Marketing Projections

Item 2012 2013 2014 2015 Comments

Social Media Facebook - ongoing Twitter, Flickr - to start 2013

20% 25% 25% 25% Incorporate Twitter, Flickr 2013, ongoing activity to build on profiles, linked networks etc.

Caravan & Camping Shows (incl Field Days)

30% 30% 10% 10% Consistent brand awareness to larger population geographically, targets all three target markets

Website 30% 20% 25% 25% Once social media is increasing and website improvements are completed less emphasis on website promotion—will be done through social media

Print Material 15% 15% 15% 15% 1 new brochure project per year 2013: camping & caravan guide 2014: overall visitor guide 2015: touring routes

Smartphone Application 0% 0% 10% 10% Smartphone app to be developed and in use by 2015

Stakeholder Engagement 5% 10% 15% 15% Networking events, training for local businesses etc More emphasis on ‘one region, one voice’ customer service

TOTAL 100% 100% 100% 100%

The following table is a breakdown of marketing elements and their percentage breakdown of the time dedicated to each item. Over time, there will be a reduction of time spent on the print material as these are ‘one off’ projects with minimal ongoing maintenance. We will aim to increase time dedicated to Stakeholder engagement , which will be incorporated in to the Executive Officer position going forward. While the Camping and Caravan Shows are our main project for a financial year, it will be replaced by more emphasis on the website, social media and the smart phone application. The creation of a smart phone app will reduce the need for printed material.

Recommendation by Tourism Alliance Victoria 2010/2011 Update March 2013

A single robust Local Tourism Association that focuses on servicing visitors be formed in each local government authority.

Buloke Tourism Association, Hindmarsh Tourism Association, West Wimmera Tourism Association and Yarriambiack Tourism Association all established and active.

Memoranda of Understanding (MOU) be established between the four Local Tourism Associations and Local Government Authorities (LGAs).

Yet to be established.

Use the MOU as the basis of forming a single Regional Tourism Organisation (RTO) across the four LGAs.

Wimmera Mallee Tourism established July 2011.

The RTO would typically have three representatives from each of the four LGAs: one Councillor with a tourism focus, one Council staff member and one industry representative.

Wimmera Mallee Tourism rules of incorporation, item 14.3 includes this recommendation as a requirement which is enforced.

The RTO have at least one paid position (eg. Executive Officer) that is clearly defined, with documented and measurable responsibilities and key performance indicators

Unable to achieve due to lack of funding. Sourcing information on Regional Development Victoria’s Putting Local’s First Program, to establish a Master Plan and Business Model.

The RTO to have a documented communication plan that can be implemented and measured.

Wimmera Mallee Tourism attended a strategic marketing plan. Marketing Plan draft in discussion.

Key development areas such as an RTO website, brochure or infrastructure project like a trail or tour across all four LGAs be identified which can provide a focus for collaboration.

Wimmera Mallee Tourism website established in March 2012. Information continually updated and reviewed. Brochures, trail, tours are a priority of the current strategic plan.

Local awareness be raised and understanding of the value of tourism be promoted.

Networking and engagement functions in marketing plan for 2013—2015.

Market awareness of the project region as a tourist destination be increased.

Presence at the Adelaide and Melbourne caravan and camping shows in 2012 and 2013. Promotion of the website. Establishment of facebook page. Attendance at the Speed Field Days 2012.

Existing regional assets and strengths be packaged, promoted and / or improved on to transform them into marketable tourist product.

Presentation Folders and Regional A3 map created for the 2013 Caravan and Camping Shows. A Camping Guide will be created June 2013.

Wimmera Mallee Tourism

Updated interim action plan

Action as per interim action plan budget 2010/11 Update

Conduct annual industry networking functions, including a familiarisation tour.

3 regional tours were undertaken in January / February 2012. Attended by committee members. A networking event could be scheduled for early 2013 to launch the Wimmera Mallee Tourism strategic and marketing plans. Launch of the strategic and marketing plans will be completed early 2013/14.

Conduct local familiarisation tours for businesses to encourage increased awareness of the local visitor experience.

Discussions have begun with Local Tourism Associations regarding tours, and will be incorporated into the Executive Officer position.

Develop package tours Eg. Golf, op shop, historical, National Parks

Included in current strategic plan, and will be incorporated into the Executive Officer position.

Support industry professional development for tourism businesses to encourage industry professionalism, engender a service culture, develop packages eg. Mystery shopping

Included in current strategic plan. There is potential to work closely with Councils if the Streetlife Funding is successful (2013/14 year).

Undertake research to evaluate and monitor visitor numbers, origin of visitors, visitor needs and the value of tourism to the local community.

A Post Code Campaign will be implemented in 2013 and assistance from the Visitor Information Centre and accommodation services will provide quantifiable information.

Caravan and camping shows - Adelaide and Melbourne

Attended in 2012 and 2013, with the intention of continued attendance in 2014.

Wimmera Mallee Tourism

Updated interim action plan

WIMMERA MALLEE TOURISM