Market Research for Indigenous Tourism

As a municipality, we have a significant focus on driving tourism to the Mission area. With this in mind, we are hoping to drive indigenous tourism and encourage visitors to learn more about First Nations cultures. We would like to develop an indigenous self-drive tour. We're looking for market research to help us further develop our marketing endeavours. Competitive analysis can also be a part of the final product, but ultimately we need to identify the end user, where to find them, what they care about, where they shop and how they engage with other brands similar to ours. Successful outcomes include a market research report and actionable intelligence to inform marketing plans and strategy.

Communication PR Plan

The District of Mission is re branding as the City of Mission and expanding on newly opened recreational areas and cultural activities in 2019. We are looking to boost our presence within the BC tourism industry and the appreciation for the quality of life and values in Mission. This includes increasing awareness of indigenous cultural sites, outdoor recreation, unique businesses/restaurants and events. We would like to make it more widely known that our tourist sites exist and to positively impact the reputation of the municipality, both to increase the volume of direct engagement through visitor services by 1,000 visitors and to introduce our social impact efforts. We hope that this will improve public awareness, through increased traffic to our website and social media channels with an increase in post engagement by 10% and website traffic to a minimum of 2,200 active users per month; highlighting not only the travel destinations we offer, but also our values and social mission. We are looking for a strategic plan that will enable us to achieve our goals. . To achieve this, we need to: Develop a public relations strategy including recommendations on channels to use, media outlets to approach, compelling stories, and materials needed. Create materials to provide to media outlets or post through our own channels, including turning testimonials into compelling stories and developing a press release.

Tourism Social Media Marketing Strategy

Tourism Mission is in the process of being reassigned to the District of Mission, where we will be looking to develop a strong online presence both with a new website and via social media channels; with a strong focus on images, video content and story telling. Our team acknowledges the fundamental part social media plays in engaging tourists to come visit; and with taking over sites currently managed by another organization we would like to have help looking at the best uses for social media to engage our target market and whether this should be a seamless transition or we should highlight the change in direction. It would be extremely beneficial to have a group of students look at the present social media activity/presence, evaluate it for strengths and weaknesses, and create strategic recommendations for improvement. Recommendations should include possible approaches to Facebook, Instagram, Snapchat, Twitter etc. to help us determine where our time, money and resources are best spent. Looking at our target market, we would like recommendations on the best social media channels to use given our available resources. Students can leverage available insights into our current number of tourist visitors to assist in the recommendations.