Tourism Pemberton readies for fall launch of marketing plan 

Marketing plan presented to tourism board

Tourism Pemberton’s first comprehensive marketing plan is one step closer to being put into place. A draft of the Five-Year Strategic Marketing Plan was presented on May 29 to members of TP.

FOCUS Marketing Intelligence, an arm of the Pemberton-based marketing company, Custom Fit Communications, delivered an extensive, detailed report that examined the process by which the recommendations in the report could be executed.

Non-traditional approaches to tourism marketing and the implementation of SMART process are at the core of the organization’s plan.

Roy McClean, principal of FOCUS, pointed out that traditional media campaigns are currently out of reach of Tourism Pemberton. Reacting to a question about Chilliwack’s TV campaign promoting tourism in the Fraser Valley community, he pointed out that because of the costs of airtime, necessity for repeat ad placement and production, even a modest TV campaign can cost between $200,000 and $300,000.

The approach the plan suggests will allow for customized targeting of potential visitors and a flexibility that will allow the organization to quickly disengage from approaches that aren’t working. Advanced web analytics and Internet technology will pay a key role in the plan’s roll out.

To alleviate potential missteps, the plan also calls for the implementation of the smart process. SMART is an acronym for specific, measurable, agreed upon, realistic and time/cost bound. The process would allow for a set of controls and signs-offs to ensure how work will be executed.

The plan calls for paid staff or consultants to carry out the work and has an incremental structure towards TP becoming a self-sustaining organization. The plan is expected to be implemented this fall.


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