staycations business marketing kit
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Staycations Business Marketing KitTRANSCRIPT
Business PartnershipMarketing Campaign
Supported byA marketing initiative of
Local buy campaign + ambassador campaign Fraser Coast tourism operators, restaurant and café owners, retailers and service providers are invited to become partners of an expanded “locals campaign” – Fraser Coast Staycations.
The Staycations scheme is an initiative of the Fraser Coast Regional Council.
It is designed to motivate residents and their visiting friends and relatives to holiday, shop and dine locally - helping to stimulate regional business. Residents are rewarded for spending locally with discounts and deals from regional businesses and attractions.
As part of a major marketing campaign launched in May 2011 a new brand was created for Fraser Coast Staycations and new membership cards issued to almost 50,000 households in the region.
To ensure the success of the initiative, Council has established co-operative partnerships with Fraser Coast Tourism and media partners the Fraser Coast Chronicle and Channel Seven.
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CONTENTSFraser Coast Staycations CampaignPromote your Business for FreeCampaign MechanicsMarketing CampaignMedia PartnersSigning UpOther Opportunities
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BECOME A STAYCATIONS PARTNER
Campaign Objectives
The Fraser Coast Staycations campaign is designed to motivate local consumers to actively experience the region’s wealth of experiences, attractions and events.
The strategy aims to:
• Motivate domestic consumers to actively experience the Fraser Coast’s wealth of experiences and events.
• Incentivise visiting friends and relatives to increase their length of stay and spend while in the region.
• Establish Staycations as a major economic driver for this region.
• Provide all regional businesses - not only the tourism industry with the opportunity to leverage off a proven formula that provides benefitsforall.
Target Market
• Fraser Coast Residents
• Visiting friends and relatives
Key Messages
• Live life local
• Why go anywhere else when one of Australia’s favourite destinations is your backyard!
• Locals save money with great discounts and deals on regional attractions, tours, accommodation, dining and shopping.
• Support local businesses and reduce your carbon foot print.
• Share your Fraser Coast with friends and relatives – encourage them to visit and explore.
Testimonials
“Staycations is a win-win for both Fraser Coast businesses and residents as it allows local businesses to promote their products and services through great deals that encourage residents to holiday & shop locally.
Wild Lotus Restaurant & Bar is proud to partner with Staycations. Through the Staycations program we are able to offer locals great discounts and deals and our local customer base is increasing as a result.
We personally think the Staycations program is a great idea and hope it grows into something really big.”
Wild Lotus owner Joep Dekker
“Through the Fraser Coast Staycations program Blue Dolphin Marine Tours is now experiencing more locals on our tours than ever before.
All have enjoyed the experience so much that many have come again or promise to do so with visiting friends.”
Blue Dolphin Marine Tours
FRASER COAST STAYCATIONS CAMPAIGN
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Supported byA marketing initiative of
PROMOTE YOUR BUSINESS FOR FREE
Fraser Coast STAYcations Business Partnership Opportunity
Local tourism operators, restaurant and cafe owners and retailers are able to become a Fraser Coast Staycations Partner. Membership is free.
How to be involved
Simply supply a value added offer or incentive to be promoted via the campaign.
Presently there is no mandatory value for Staycations offers, however when deciding on your offer or incentive, please ensure you nominate the most effective discount to obtain the maximum benefitfromthiscampaign. For example:
• 10% off room rate
• Half price ticket when accompanied by visiting friend or relative Free dessert with any main meal purchased
Terms and Conditions and Seasonal Offers
You may apply validity dates according to yield or add individual terms and conditions to your offers.
For example: • subject to availability at the time of booking
• valid weekends or midweek stays only
• block out dates apply
Note:
Staycations Card holders will be instructed to book or pay directly with you to secure the offered discount or incentive.
Types of Offers
Regular Offers Create a package deal, discount or incentive of your choice to be promoted through the STAYcations campaign throughout the year.
The offers can be year round or seasonal to suit your business yield.
Special Holiday OffersCreate a special offer targeted at residents to ‘holiday’ at home during key school and public holiday periods.Provide an incentive for residents considering holidaying outside the region to instead take advantage of accommodation options and attractions on their doorstep over set vacation periods.
Entice other residents to become “active explorers” of the region and to invite friends and relatives over these peak periods, with deals and discounts for dining, shopping and accommodation and attractions.
HOT dealsCreateaHOTdealandbenefitfromadditionalpromotional support.
To qualify as HOT deal, your offer must be a significantdiscountsuchas:
• buyonegetonefree
• 20%discountormore
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Consumers
Through co-operative membership drives, residents are urged to become members of Fraser Coast Staycations and are issued with a Staycations Card.
The new look Staycations card has been issued to all households on the Fraser Coast.
Cards are included in “welcome packs” for new residents.
Other family members and friends can apply for additional cards however it is transferrable between family members.
Operators can choose to ask for proof of residency as well as viewing the card or voucher when applying the discount.
Accessing Offers
Members can access the latest offers at www.ourfrasercoast.com.au.
To access the offers, the members are referred directly to the participating business either by:
• a direct booking enquiry email
• or by printing a Staycations voucher for redemption upon presentation
• presenting Staycations card to operator at time of purchase or booking
CAMPAIGN MECHANICS
Business Partners
Online Database SolutionThrough the www.ourfrasercoast.com.au website, STAYcations Partners can:
• Create an online offer Add images and promotional text about your compamny and offer.
• Manage offers online Access existing offers to edit information as required. Receive automatic reminders when your offer is due to expire.
• Accept bookings and enquiries Choose to receive direct booking enquiries or creat a STAYcations voucher for consumers to print and redeem.
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MARKETING CAMPAIGNParticipating business partners are supported by a fully integrated marketing campaign to maintain high consumer awareness and maximise results for the region and participating businesses.
Online ourfrasercoast.com.auourfrasercoast.com.auistheofficialwebsiteforregional promotions aimed at residents and the call-to-action for STAYcations campaign activity.
Business partners have the opportunity to advertise and promote their STAYcations offer on this website.
This website is hosted and maintained by Council.
• Visits: 10,500 in April 2011
• Pages accessed: Over 61,900 pages accessed in April 2011 helping generate leads to participating business partners.
E-Newsletter Our Fraser Coast monthly electronic newsletter is distributed to around 10,000 residents.
There are dedicated editorials as well as details on the latest Staycations offers, competitions, touring suggestions and ideas and tips on how to explore and enjoy the Fraser Coast.
• Distributed: Monthly
• Circulation: Over 5,100 subscribers
• Target audience: Fraser Coast Residents
Print Fraser Coast Living Newsletter Fraser Coast Living is Council’s residents newsletter, posted directly to the letterboxes of all residents within the region three times a year.
STAYcations is included as a dedicated page within this publication.
• Distributed: three times a year
• Circulation: approx 46,000
Radio Mix FM and Sea FMCouncil has negotiated a paid radio campaign on both Mix FM and Sea FM featuring a 30 second radio ad aired twice daily until July 2011.
Point of Sale Window StickerParticipating business are provided with a free windowstickertoadvertisetheiraffiliationwiththeprogram.
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Supported byA marketing initiative of
FraserCoastStaycationsbenefitsfromanexcitingnew partnership with media supporters the Fraser Coast Chronicle and Channel Seven.
Over a 25 week period, starting May 2011, the region’s two largest media outlets will support Council’s marketing initiatives by implementing a $100,000 multi-media campaign to boost the Fraser Coast economy.
Supporting editorial, multi-media coverage and an extensive advertisement series will help raise consumer awareness of Fraser Coast Staycations and increase resident sign up and business take up of the scheme.
Newspaper Advertising Targeted 25 week print marketing campaign including advertisement panels in Fraser Coast Chronicle minimum four times each week and pointer from “Top things to Do” section of Saturday’s Chroncile.
• Distributed: daily from Monday to Saturday
• Circulation: 9,257 copies per day
• Readership: 23,000 readers per day
TV Advertising Targeted 25 week regional television advertising campaign featuring 30 second commercial aired on Channel 7.
MEDIA PARTNERS
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Further OpportunitiesOther opportunties to leverage from the Campaign include:
Media Partner Opportunities
Channel Seven and the Fraser Coast Chronicle offer other opportunties for participating businesses to buy into individual media campaigns.
For further information please contact:
Fraser Coast ChronicleDarren BosleyMedia Advertising Manager4120 1027
Channel 7 Fraser Coast TeamMatthew Perez Nick MarksAccount Executive Account Executive0407 697 539 0419 675 265
Steve JorgensenWide Bay Manager0412 048 785
Fraser Coast Tourism Board4191 2600
Branding
Participating businesses may have access to STAYcations logos and desing elements to include in their own advertising campaigns.
Conditions apply - please contact:Fraser Coast Regional CouncilMarketing UnitPhone: 1300 79 49 29Email: [email protected]
Contact SupportWeb: www.ourfrasercoast.com.au
Phone: Vanida Petts Hervey Bay VIC Coordinator 4197 4713
or Kelli Sauer Maryborough VIC Coordinator 4190 5742
Email: [email protected]
Become aSTAYcations Partner• Step 1
Go to www.ourfrasercoast.com.au or phone a Fraser Coast Visitor Information Centre to register as a Partner Step 2 Create your offer Step 3 Manage your offers
• Step 4 Accept bookings from Staycations Members
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“Staycations is a wonderful idea and everybody should come on board.
Dominic Crea - Wheelhouse Restaurant & Bar