2012 Marketing Plan
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     2012 Marketing Plan
                                           Marketing Plan
                                                         2012
                                 Contents
                                   •   Marketing Outline
                                   •   Tourism Trends
                                   •   Situation Analysis
                                            •  Organizational Analysis
                                            •  Customer Analysis
                                            •  Collaborators
                                            •  Climate (PEST Analysis)
                                            •  SWOT Analysis
                                   •   General Marketing Initiatives
                                   •   Product Development Spend
                                   •   Product Cluster Initiatives
                                            •  Product Cluster Highlights
                                            •  Cluster Analysis/ SWOT
                                            •  Tactical Plan
                                            •  Additional Ideas
                                            •  Stakeholder Involvement
                                            •  Budget Detail
                                   •   Glossary of Terms
  2012 Marketing Plan
   Marketing Outline
   About Tourism Windsor Essex Pelee Island:
     Tourism Windsor Essex Pelee Island (TWEPI) is the official Destination Marketing Organization (DMO) for 
     the regional tourism industry.  We are a not-for-profit organization that is dedicated to promoting and selling 
     Windsor, Essex and Pelee Island as a remarkable destination for tourists, convention goers and business 
     travelers.
     Our vision is for Windsor Essex Pelee Island to become a top-of-mind destination in Ontario by capitalizing 
     on our regional assets and by presenting authentic experiences.
     For 2012, we have developed a comprehensive marketing plan which we believe will be a critical 
     component  to meeting our strategic goals.  
    
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    2012 Marketing Plan
      Marketing Outline
          Marketing Goals & Objectives
      For 2012, TWEPI’s plan focuses on supporting the needs and interests of three core audiences: (1) local 
          residents (10% focus), non-local residents (90% focus) and our local stakeholders.  As such, TWEPI has 
          aligned its marketing efforts against the following goals and objectives:
                    Non-Local                   Local Residents             Local Stakeholders
                    Residents
                    • Drive traffic to the      • Drive traffic to the      • Influence a positive 
                    TWEPI website to            TWEPI website to            opinion of TWEPI
                    learn more about our        learn more about our 
                    regional offerings          regional offerings
                    •                           •                           •
                     Influence a positive         Influence a positive        Generate positive 
                    opinion of the region       opinion of the region       partnerships 
                                                                            between TWEPI and 
                                                                            our tourism partners
                    •                           •                           •
                     Generate                     Increase the                Increase 
                    expressions of              frequency of visits to      collaboration 
                    interest through            our tourism partners        between tourism 
                    website leads                                           partners
                    •                           •
                     Plan, then                   Become an 
                    undertake a visit to        advocate of the 
                    our region                  region
                    • Become a regular          • Become an 
                    visitor, and ultimately     ambassador to 
                    an advocate for the         others (actively 
                    region                      engage others to 
                                                visit our tourism 
                                                partners) via VFR 
                                                (Visiting Friends and 
                                                Relatives)
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  2012 Marketing Plan
   Marketing Outline
     Our Approach 
     Our approach to developing a TWEPI marketing plan is highly pragmatic, with a clear view of our 
     responsibility in achieving measurable results.
     The various stages of our marketing plan work together to systematically drive audience members through 
     the various stages of consideration.
     This funnel “framework” provides an ideal structure for integrating efforts across multiple channels including 
     the website, advertising, public relations and 1:1 communications.
                      Consideration Funnel
                       Marketing Channels
                        Target Audiences
                         Awareness
                         Familiarity
                          Opinion
                        Consideratio
                            n
                          Intent
                           Visit
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