2013 Entrant Workshops

2013 Entrant Workshops

Presenters

Cassandra Leigh – TICT

Stuart Jones – CCTE member & Regional Awards Judge

OverviewWhat’s new in 2013?

Regional alignment with State awards

What are the benefits?Free nomination for State Awards

Mentoring and assistance available for State Award submission

Rules for entrySubmission format

Marketing collateral

Penalties

Awards Judging

Variety of individuals selected from tourism related businesses and backgrounds

We seek a balance of judges: age, sex, experience, worldly knowledge (Travelers)

Selected by CCTE in consultation with Chief JudgeJudges are required to sign a Confidentiality Agreement and

confirm any conflicts of Interest

Rules for Entry•Enter the category that best reflects your business (talk

to us if you are not sure)

•Read the rules for entry…. Then read them again!

Rules for Entry•Submission Formatting

Submissions must be presented in Times New Roman or Arial font and font size must not be below 11 point.

Line spacing must be single space or greater. 30 pages max. (excludes cover page) Hand written applications will not be accepted

Which category is right for my business?

Question 1: Product

a)Provide a general overview of the nature and history of your business.

You must demonstrate your eligibility for entry in this category as outlined in the descriptor above. (6)

TIP: Consider stating where you are located geographically (perhaps include a map shot) and including a picture to help judges visualise your business or attraction.

b) Describe your services and facilities. (7)

TIP: Be precise - don’t leave anything to the Judges imagination or assumptions

.

c) What tourism experiences do you offer?

TIP: Prior to using an acronym, state the phrase or name in full followed by the acronym in brackets.

Question 2: Business Plan

a)Describe the key features of your business plan, for example goals, strategies and outcomes

TIPS: Consider including marketing, product development, human resources, budget, financial

performance and operational matters as part of your answer

b) Describe the risk issues you have identified for your business and summarise the risk mitigation strategies you have put in place

TIPS: Risk management relates to all parts of your business including risk to the visiting public, specific business-related risk and Occupational Health and Safety. Consider using

a practical example or detail an incident and outcome to prove how your risk management strategy works. Also consider displaying information in a matrix form and

identifying levels of risk.

c) Demonstrate your involvement in, and contribution to the tourism industry. Explain how it contributes to the success of

your business and the tourism industry as a whole.

TIPS: Demonstrate your involvement at local, state and/or national level. Examples could include cooperation with local and state tourism authorities, tourism accreditation, active membership of industry associations, leadership in industry forums, involvement in trade

shows etc.

How to Host a

Great Site Visit

• Be prepared The site visit begins a long time before the judge walks into your

business

• Timing is everything When is the best time to showcase your experience

• Be creative Use your time to show off your business

Essentials the Judges look for:Overall Impression

ProductManagement and Staff Professionalism

Customer ServiceFacilities

Policies and Procedures – OH&S, risk management, evacuation, etc.Sustainable Practices

Question 3: Marketing

Target Markets:Who are your target markets and how do you identify them?

Who Divide your market into segments

Describe the characteristics of each target segment

Geographic (where are they located) - Demographic (age, sex, income),

Psychographicc (how do they see/define themselves), Behaviouristic (what they do)

a) Who are your target markets and how did you identify them?

How

• Why are these your target markets How do they fit with your product?

• What research did you do to determine this Tourism Tas research (including TVS) In-house survey of existing customers

b) Describe the marketing strategies used to attract each target market and detail the success/outcome

of those strategies.

Different target markets will have different marketing strategies Consider all elements of the marketing mix (product, promotion, price,

placement) Demonstrate the success / outcome of each strategy – measure!

c) What is your distinctive difference and how do you promote it to attract each target market?

What

Unique - It clearly sets you apart from your competition, positioning you the more logical choice

Selling - It persuades another to exchange money for a product or service.

Proposition - It is a proposal or offer suggested for acceptance.

c) What is your distinctive difference and how do you promote it to attract each target market?

Prove it

Competitor analysis (price, capacity, location etc.)

c) What is your distinctive difference and how do you promote it to attract each target market?

List each target market previously identified with promotion activities associated with each.

Think about all the different types of promotion you engage in – advertising, digital, social media…

Explain why you use different channels/promotions for the different markets, what research supports this?

Don’t forget to include your results for each

d) Demonstrate how potential visitors are provided with an accurate and responsible depiction of what to expect from

the experience/product.

How do you keep your marketing collateral (brochures, website etc.) up to date

Don’t forget 3rd party material Consistent brand message Any customer research you have done

How does my business add value to the region?

How does my business add value to the state?

Question 4: Customer service and Professional

Development

a) Explain how you achieve and maintain quality customer service throughout your organisation.

Customer service policies and procedures Customer feedback – contribution to procedures (feedback loop) Induction and ongoing training

Consider how you stay abreast of industry developments. Other points to consider could include your repeat business strategy, feedback collection and changes implemented based on feedback.

b) How do you identify and provide for people with SPECIFIC needs?

What are specific needs? Also special interests? Think broadly!

Access Dietary Language

Groups Children Disability – blind, deaf, physical, mental

VIPs

Consider how you stay abreast of industry developments. Other points to consider could include your repeat business strategy, feedback collection and changes implemented based on feedback.

b) How do you identify and provide for people with specific needs?

Identify How? First point of contact?

Provisions Facilities, staff training, services…

Specific needs could include language, physical, intellectual, dietary

special needs could include groups, special interest etc.

c) State the number of people working in the business and explain how you identify and determine professional

development needs.

Organisational chart Job descriptions

Training needs analysis (compare the skills needed to do a job vs skills present) Performance management – assessment procedure (who, how often, results)

Incentives Team building

Tips - You should consider fulltime, part-time, casual and volunteers.

d) Describe the range of training/skill development programs undertaken.

In-house Formal qualifications Don’t forget to include results!

Tips: Points to consider could include the objectives of staff/self training/skill development programs, how they were measured, the extent of uptake and outcomes for the business.

Question 5: Environmental Sustainability and Community

a) What environmental policies/initiatives did you plan/implement/achieve during the qualifying period to reduce and monitor the environmental footprint of the business?

Commitment = organisational culture, e.g. Management sets example for staff sets example for customers. How proactive are you in spreading the message and encouraging involvement?

Quantify and Qualify Food miles Water usage Energy consumption Carbon footprint Recognised accreditation programs

b) How does your business involve and/or benefit the local community?

Direct employment Use of local suppliers Sponsorship Collaboration with local businesses / organisations

c) How does the business communicate its environmental goals, plans, initiatives and its achievements to staff, customers and the community? Training opportunities Education Brochures Labelling/signage Marketing, promotions, newsletters Regular agenda items at staff meetings

Submission hints

Thank you!