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DIGITALCUSTOMER
EXPERIENCE
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Nature-basedVisitors have grown
Overnight visitors (up 15% YOY)
2.1 million*
6.6 million*5.3 million*
To and within Victoria engaged in at least one nature-based
activity (up 8% YOY)
by 36.1%since December 2014
Overnight Visitors(up 8% YOY)
Day trip visitors(up 3% YOY)
*Year ending December 2017 YOY = Year on year
5.3 million*Domestic
Domestic
International
Domestic
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Before During After
The Parks Victoria Journey
Decide/Book
Inspire
Visit/Navigate
Inform NurtureEngage
Imagine
Assist/Enable
Consider
Service
Depart
Ask
Share
Reward
1. AWARENESS 2. DISCOVER 3. EXPERIENCE 5. ADVOCATE4. RE-ENGAGE
Anticipate
Excite
Reflect
Delight
The Customer
Feel Think Act
Plan Refine
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A PLACE OF INSPIRATION
Sarah is searching on Google for a great place to go hiking on the weekend. At the top of her results is a link to the ‘Top 10 hikes this Summer’. She clicks through to the Parks Victoria website and views an inspiring 360 degree video of the hike. Sarah also reads the positive Trip Advisor recommendation.
Sarah downloads the Parks Victoria App that will enhance her hiking experience (as she may not have wifi or phone reception). Sarah downloads the app in readiness of their fun day out.
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Content shared beyond Parks Victoria channels
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BRANDPOSITIONING
Best practice
Moderate
Poor
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CUSTOMERSEGMENTATION
Socialisers
ExplorersAdventurers
Nature Escapers
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CONTENTMARKETING
Choosing the most interesting and captivating stories to tell will have
greater impact in inspiring visitation, and be a better use of Parks Victoria
resources.
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CHANNELMANAGEMENT
DigitalContent
Website
Social media
Info Centres
Mobile app
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Planning a park visit
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PERSONALISEDEXPERIENCE
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BETTER MOBILEEXPERIENCE
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Experience of a park visit
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VR ExperienceMobile App
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Interactive Park NotesWeChat
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Building data intelligence
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Visitor Experience Framework (VEF)
• A single source of truth for capturing park data• Accelerating park data capture• Data in real-time• Verification of park data and data sharing
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Re-engaging visitors
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#Summerparks Share your favourite park experience
SHARE WITH FRIENDS AND PARKS VICTORIA
Sarah is more than happy to share in the #Summerparks campaign. Her photography is so good we use it to enrich our website.
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Better support partners
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STAKEHOLDERPORTAL
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23
STREAMLINEDCOMMUNICATION
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QUESTIONS?