Community

COMMUNITY GOALS

PROCESS

To establish and sustain an event that will directly benefit and be supported by residents, effectively becoming a tradition and a permanent institution

Community participation in the process is essential, allowing all voices to be heard. Key stakeholders that can support or scuttle the process should be emphasized

C-1: Generate specific benefits for the community

-new and better employment (measure direct and indirect

jobs created; full and part-time; wages/benefits)

-infrastructure improvements (parks, leisure facilities)

-better entertainment (new opportunities)

-animation and more efficient use of facilities and parks

-improved sense of community pride (measured by

community attitude survey)

-new forms of social interaction and integration (public

concerts, music)

-physical appearance and design (lights, public art)

C-2: Create attractive opportunities for volunteerism and other forms of participation in the hallmark event

-measure volunteer numbers (age/gender distribution)

-measure other participation (athletic, artistic)

-improved capacity for community development

-organizational and decision-making capacity

-better networking

-demonstrated innovation and vision

C-3: Avoid, and where necessary ameliorate, negate impacts on the community

-avoid traffic and parking problems, noise and other amenity threats

-avoid rowdy crowds and tourist activities; keep the peace

-avoid negative environmental impacts (waste disposal, recycling, control of movement), to avoid sensitive areas

C-4: Sustain political satisfaction and support for the event; ensure effectiveness in securing regulatory approvals

-lobbying to obtain funding and key votes

-internalizing political support through seats on boards of directors is often necessary

C-5: Implement full accountability regarding the event's costs and benefits, its management and planning.

-consider setting up a monitoring and advisory group open

to residents and other stakeholders

Evaluation of Community Goals

-periodic community surveys ( knowledge, attitudes, measures of involvement and participation)

-periodic stakeholder forums ( police, elected officials, community groups, industry)

-reports from the organizers and volunteers

-direct observation of the event(s) with video evidence

-annual visitor surveys (perceived impacts)

Stage

Communications life cycle

(DMO response to customer need)

E-marketing activity aimed at the customer

Dream and select

Creating awareness, meeting aspirations, arousing emotional interest, enthusing with specific ideas

•Brand projection and motivational content, including video on web and interactive TV

•E-mail/viral promotions

Distribution of information through high profile intermediaries, such as Expedia, Travelocity, World •Travel Guide, Concierge, and Rough Guide

•Search engine optimisation (SEO) /promotion for key values, experiences and motivations

•CRM with media and travel trade – to generate stories and images

Plan

Providing ‘hard’ information

• Information on, for example, transport, accommodation and events, etc.

• Planning tools for use by customers on the web, including itinerary and route planners

• Enabling social networking (chapter 3) for exchange of content

• Special offers and promotions by e-mail

Book

Enabling booking

• Product search facility on web

• Booking provided on destination website or facilitation of booking through third parties including comparison search engines with ‘polling’ for price and availability

Visit

Visitor services in

the destination

• Interactive itinerary planner for visitors

• Use of new media to tell stories – interpretation, recreation

• Timely, location-based offers to mobiles by short message service (SMS, commonly called texting) or e-mail

• Information and tools for use by information centres and other outlets

• Distribution to hotel and holiday village bedrooms and reception areas, and other places such as shopping malls, via TV and kiosks

Post-visit recollection and recommendation

Maintaining the relationship through research and follow-up action

• Online research regarding customer’s visit, satisfaction and potential for repeat visits (by type)

• Enable visitor community (consumer to consumer – C2C), with usergenerated content (reviews, blogs) – for example, collaborate with a specialised site like IgoUgo to ‘mash’ with consumer generated content

• E-mail marketing stimulates recommendations to friends and family, as well as repeat visits. It will do so by encouraging recollection (for example, buying books, souvenirs and merchandising); by satisfying the customer’s wish to share (uploading pictures, adding reviews); and by providing stimuli for recommendations and repeats (what’s new, events, special offers, competitions, games, virals)