An update on the LinkBC-driven collaborative marketing plan designed to attract more students to study tourism in BC, as presented at the 2013 Tourism Educators Conference by Morgan Westcott.

1. Marketing Plan
Morgan Westcott
Joint Articulation Mtg, 2013

2. Today:
• Why a collaborative marketing plan?
• Background research
• Key elements of plan
• Q & A

3. Why collaborate?
• Schools all have marketing challenges
• Big schools = tourism can get lost
• Small schools = small budget and reach
• We’re collegiate and collaborative in other
ways, why not market together?
• It’s what the consumer wants!

4. Market Research: Motivations
1. Love of travel
2. Desire for applied, practical education
3. Affinity for working with people/desire to
meet to new people
4. Already in the industry
5. BC has a lot to offer/want to showcase BC
6. Ability to work abroad and/or at home
7. Only option available

5. Market Research: Why THIS Program?
1. Friends and family (word of mouth)
2. Need to fill gaps in knowledge
3. Perception of increased career opportunities
4. Program’s proximity to home or affordability
5. Hands-on learning model
6. Perception of program as “laid-back”, fun
7. Short program length
8. Ability to transfer

6. The Plan

7. Steering Committee
• Ted Wykes, RRU
• Jonathan Rouse, OC
• Donna Hooker, Cap U
• Grant Unger, COTR
• Stephanie Wells, Cap U
• Gilles Valade, TRU
• Dave Twynam, VIU
• Richard Haire, BCIT
• Carl Everitt, Camosun
• Mark Herringer, NIC
• Paola Ceroni, UVic
• Kimberly Johnstone,
TRU
• Mark Elliott, Douglas
College
• Mike Tittel, VCC
• Kim Hood, Tourism
Whistler

8. Marketing Objective
LinkBC will entice provincial, national, and
international post-secondary students to
choose BC tourism, culinary, hospitality, and
adventure programs – and raise general
awareness of BC tourism education and career
path options. This will be measured as a
targeted 5% increase in enrolments (in
tourism-related FTEs) from 2010 (baseline
data) to 2014.

9. From Students: How to Market
1. Increase awareness of career options & benefits of
working in tourism
2. Promotion/advertising
3. In-class presentations at high schools and colleges
4. Highlight program reviews, success stories,
testimonials
5. Social media
6. Help with funding
7. Info nights
8. Advertising in tourism businesses

10. From Committee: Important!
• Not just international students
• Raise the profile of all programs
• Complement existing marketing
• Compete with the best

11. Key Components
• Price
• Place
• Product
• Promotion

12. Awareness
• One brand
• Understand the product (inventory, profile)
and tell the right stories
• Rich online environment – experiential AND
informational

15. Awareness, continued …
• Partner with DMOs
• Get to know new marketing
officers for AVED
• Work with Hostelling
International, Girl Guides,
MEC and Atmosphere …
• FAQ and resources for
parents and teachers
• PR and media
• Trade shows (ed fairs)

16. Engagement
• Tell awesome stories online all the time (blog
feature on website and targeted newsletter)
• Launch provincial alumni association
(Nanaimo are just waiting for “go”!)
• Leverage events like Rendezvous (student-to-
student – including secondary)
• Work with DMOs on welcoming
• Social media (WEIBO and Orkut are next!)

20. Action
• Encourage registration in programs (link to
Apply BC or correct forms)
• Refer-a-friend program
• Put students to work through unique
internships (blogging, social media, etc.)
• Need your help – measure referrals and your
ROI on this program

21. Budget?
$40,000 for website
Staff time!
Cheap social
media!
Member fees!

22. Bottom line …
• It makes sense
• We’re the one discipline where we can sell
travel, lifestyle
• It’s a cycle – potential, current, past students
• Let’s keep it strong

23. Questions?