Tourism is everyone’s business

03 PEOPLE Vision Mission Values Board of Management Chairman’s Report

06 WEBSITE Online Booking Facility Membership Forms Members Only Feature

08 MARKETING & PROMOTION Blog Bank Social Media Visitor Emails Social Media Campaigns eCommunication

05 OPERATIONAL Manager’s Report Staff

10 BUSINESS SUPPORT Media Pack Contacts Pack Human Resources Marketing Opportunities Forum Report Networking Events Business Workshops

12 PROJECTS & PARTNERS Activities Achievements Completed

Front cover photo by Matthew Post

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The board currently has seven

board members.

Abbey Blanchfield, the

Manager of Gympie Cooloola

Tourism, is the secretary for

the Board.

GYMPIE COOLOOLA TOURISM

BOARD

Jan Watt - Chairman

Director, JanWatt.Com

Gina Ostwald - Deputy Chair

Owner, Eastwood Farm Bed & Breakfast

Julie Worth - Treasurer

Owner, Karabee Bus + Coach

Jessica Haring - Director

Owner, Rainbow Beach 4WD Adventure Hire

Mark Dwyer - Director

Manager, Conservation Volunteers Australia

Cassie Head - Director

Owner, I Social Media Management

Kerry Fullarton - Director

Owner, Fullarton Enterprises

Abbey Blanchfield - Secretary

Manager, Gympie Cooloola Tourism

Julie Worth Kerry Fullarton

Mark Dwyer Jessica Haring

MISSION

To promote and support the

growth of Gympie Cooloola to

become a vibrant, unique and

progressive region through

empowering its member

businesses to be sustainable and

to maximise the quality of the

visitor experience.

VISION

Tourism is

everyone’s

business

VALUES

Leadership

Professionalism

Excellence

Collaboration

Integrity

Commitment

Results

Stewardship

Passion

Authenticity

Honesty

Innovation & Change

Open Communication

PEOPLE Organisation and Board

Cassie Head

Gina Ostwald

Jan Watt

CHAIRMAN’S REPORT JAN WATT

2014 has been a satisfying year which has seen the achievement of GCT’s plans and goals.

After a year of transition and achievement 2013, GCT has successfully delivered on its more

defined role as a Tourism Industry Organisation working for the benefit of its members.

I am proud to say that GCT continues to lead the way in digital tourism locally with our web

site and in particular our social media marketing approach to promote our member’s

businesses and this beautiful region. What GCT initially developed in 2013 in the way of social media strategy

continues to be validated throughout 2014 with Queensland tourism conferences, tourism and digital workshops

and DestinationQ, all highlighting the exact methodology that we are already implementing. Our Experience

REAL tagline developed in 2012 was always on target and hits the bullseye with marketing approaches and

how to gain the highly contested attention of potential visitors. We are proud that our authentic Real People,

Real Experiences, Real Stories social media approach aligns with, and in some cases leads, current tourism

marketing across Australia. GCT is proud of this region, our people, our product and our stories – we want others

to experience it with us – and we are succeeding.

GCT again had a presence at DestinationQ 2014, taking our involvement to all three events. This year Board

Member Cassie Head was selected again by the Qld Government to attend in her own right as ism - Social Media

Management and of course Cassie also represented GCT’s members. As some may know, repeat invitations are

not common and this indicates the level of involvement and recognition within the Queensland Tourism Industry

that your board members have and how they put that to good use for your benefit.

GCT made significant financial contribution to its members last financial year with fully paid Sunshine Coast

Destination membership, ATDW annual fees and a one-off free GCT membership. This was at significant financial

cost to the organisation but provided valuable support to our members during the period of unforseen change.

Those free offers finalised in June 2014. I believe that through the delivery of sound benefits and quality service

to its members GCT has provided a solid return for investment. Business owners have assessed the value of

GCT’s services in 2014 and have re-invested accordingly.

I would like to acknowledge our wonderful staff: Manager Abbey Blanchfield who has been with us for 12 months

now, Administration Officer, Suzy Drysdale who has undertaken her Tourism Cert 4 whilst working for us and has

started her own business, Coast to Coast Fit Club. All our staff and volunteers have worked exceptionally well to

deliver to members and keep this region on the map this year.

My appreciation goes to the board who are local business people who have given their skills and time freely for

the benefit of our members and tourism in this region. They are the people who see and believe in the bigger

picture and strive towards it, they give up their business and personal time and I commend them for that

contribution. We have welcomed a new board member Kerry Fullarton this year and said farewell to Adrian

Fielding who we thank for his contribution.

We are proud to promote the GYMPIE COOLOOLA region and invite you to be actively involved with your

organisation.

PEOPLE Organisation and Board

Down to Business

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MANAGER’S REPORT ABBEY BLANCHFIELD

What a year 2013/14 has been! I am so pleased to report that this year we have been able to achieve

significant goals and projects for our members and the region. These achievements include providing

corporate solutions on a wide variety of business issues and partnering with many tourism organisations and

business to build the region.

I would like to acknowledge the outstanding efforts of the staff, volunteers and interns I have had the pleasure

of working with over the past year, these achievements would not have been possible without you. A special

mention to Suzanne Drysdale who has worked tirelessly on our eNewsletters and Membership administration

during the past year.

This year we set goals to open up communication to members and visitors of the region, create easier access to industry information and

build a digital platform for members, focus upon promoting the stories of our members and the region through our blogs and social media

as well as integrate a quarterly feedback system.

At the beginning of 2014 we revised our communication strategy to focus on providing up-to-date and relevant information to members.

This revision led to a significant increase in the number of eNewsletters distributed to members including 2 tourism newsletters, 1 industry

newsletter and 1 eBlast each month. In addition, we relaunched the visitor email in July which is sent monthly to our database.

Our second goal was to create an easier access to industry information, these newsletters are crucial in providing this information. Another

integral element in achieving this goal was building the digital platform, known as the Members Only Area on the GCT website. This area

truly is the hub to gaining knowledge about the tourism industry and small business. The members only area is filled with essential

information on marketing, human resources, seminars, legal compliance, statistics and research and business development.

The third goal has been to promote the stories of our members and the region through our blogs and social media. A special thank you to

Cassie Head of I Social Media Management for her tireless work in building such fantastic content and campaigns on our social media

platforms and Blog Bank. Our members and the Gympie Cooloola region have significantly benefited from the development of new content

on our website through the blog bank, which has seen over 80 new blogs this past year as well as being featured through our social media

platforms as micro-blogs. We have built on the foundations laid throughout 2013 and we are seeing great interaction from digital media

users.

A final goal has been the integration of a quarterly feedback system for members, this is sent in the form of a eBlast and is also now

available as an online form. The quarterly system of feedback is crucial to understanding the current issues of our members and being able

to provide solutions across the board. This year's feedback has led to many new developments including a number of business publications

and resources, the integration of the online booking facility into the website, changes to member website listing's to include social media

details as well as business development workshops.

I am pleased to report that I constantly receive extremely positive feedback about the professional services GCT provide, our accessibility

and representation of business and the Gympie Cooloola region. This is very rewarding to know our work is held in such high-regard.

I would like to thank you for your support this year and I look forward to what the next year has in store.

OPERATIONAL Manager

STAFF

Administration Officer, Suzanne Drysdale commenced with GCT in February 2014. Suzanne has been completing a Certificate 4 in Tourism in addition to recently starting a local business, Coast to Coast Fit Club.

Jessica Smith has been undertaking an internship with GCT during Semester 2 of 2014. Jessica is completing a Bachelor degree with the University of Sunshine Coast in Marketing, majoring in Tourism, Leisure and Events.

Josh Cook has been undertaking an internship with GCT during Semester 2 of 2014. Josh is completing a dual Bachelor degree with the University of Sunshine Coast in Graphic Design and Marketing.

Elaine Melville has been completing work experience with GCT for a Certificate 3 in Business through Regional Training Services. Elaine has continued to volunteer with GCT since completing this certificate in September 2014.

NEW WEBSITE FEATURES

Gympie Cooloola Tourism website continues to improve with the new online booking system, Bookeasy launched in April 2014. This facility has been integrated in the same professional design and high quality colour scheme as the GCT website. It features the Book Now widget on the;

Website homepage Individual accommodation pages & Individual tour pages

Bookeasy is available to accommodation and tour providers. It is free to join as it is a commission based system on sales.

ONLINE BOOKING FACILITY

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WEBSITE New Features

ONLINE MEMBERSHIP FORMS

In response to member feedback, online forms have been integrated into the website since July 2014. Currently GCT has forms available for the following activities:

Membership Application Membership Renewal Member Feedback

GCT will be integrating more forms during 2015.

NEW WEBSITE FEATURES

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WEBSITE New Features

GCT is committed to providing resources to assist in the development and sustainability of member’s businesses. The exclusive online members feature is brimming with essential industry information in an easy to navigate design.

Member’s have access to an extensive collection of resources including marketing and media resources, up-to-date tourism news, legal compliance and licensing, research and statistics, upcoming workshops and

MEMBERS ONLY AREA

Our members one-stop-shop for business and tourism information!

DIGITAL MARKETING

The Blog Bank is a major feature in the Gympie Cooloola Tourism website. It shares with the world the authentic stories and photos of the Gympie Cooloola region. The Blog Bank holds ever changing content showcasing our member’s stories, information on the region and links stories with the campaigns running through the social media platforms.

It is a crucial element for the website as search engines (ie google, bing) are searching for keywords used in natural content, such as stories. Stories have also been noted at the DestinationQ forum in 2014 as a key element in selling your business. GCT is committed to sharing our member’s stories, with 81 blogs published in the past year.

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MARKETING & PROMOTION Digital Marketing

BLOG BANK

Gympie Cooloola Tourism currently utilise Facebook, Twitter, Pinterest, Google+ and Youtube. The social media platforms described have been chosen for their compatibility and popularity for tourism related organisations and are considered mainstream and are popular with the target audience for the Gympie Cooloola Region.

GCT has experienced great success this year in our social media with new campaigns including;

Meet a Local Monday We’ve got the water if you’ve got the time Friday Happy Hour Camping Country The Green Holiday Revolution Come to Cooloola Country and The Sunday Drive

SOCIAL MEDIA

DIGITAL MARKETING

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MARKETING & PROMOTION Digital Marketing

VISITOR EMAILS SOCIAL MEDIA CAMPAIGNS

eCOMMUNICATION

In July, GCT revamped the Visitor Email which is sent out to the database on a monthly basis. This visitor email has been designed to entice new and repeat visitors to come back and spend time in the Gympie Cooloola region. The email features a new campaign each month and promotes upcoming events, blogs showcasing different aspects of the Gympie Cooloola region (ie things to see and do) as well as the ability to link directly with Bookeasy for accommodation.

In August, GCT launched the first Social Media campaign ‘Find Yourself at a Festival’ offering entrants a chance to win 2x day passes to the renowned Heart of Gold International Short Film Festival as well as a 2 person picnic basket full of delicious local produce from Picnicin Catering. The campaign finished in early October and the winner Tara Askew was excited for the chance to attend the Festival. In November, GCT launched the ’See the Stars this Summer’ campaign. This campaign offers entrants a chance to win $150 voucher for Camping and Outdoors. The campaign ends in mid-January 2015.

In 2014, GCT revamped the newsletter strategy. 4 newsletters each month are now provided to our members including 2 tourism news updates, 1 industry development newsletter and 1 eBlast.

BUSINESS RESOURCES

Gympie Cooloola Tourism has published new business resources in response to member feedback. In 2014, four documents were published to assist members in utilising the media as a form of free promotion, understanding who to contact in the industry and the government for assistance, keeping up tod ate with the changes in human resources business requirements and understanding the marketing opportunities available to members through GCT. These documents are the Media Pack, Government & Tourism Contacts Pack, Human Resources Kit and the Marketing Opportunities publication.

BUSINESS SUPPORT Key Publications

HUMAN RESOURCES

MEDIA PACK

GCT understands the importance of using the marketing as a driving force in our member’s businesses. To assist GCT has developed a variety of marketing opportunities and information which is accessible online and as a hardcopy.

The document contains: An overview of Gympie Cooloola Tourism The Gympie Cooloola Brand Online Marketing Opportunities Customised Website Listing Bookeasy, Online Booking Facility Advertising Opportunities Real Deals Visitor eNewsletter External Advertising Opportunities Blog Bank & Social Media Print Advertising & Sponsorship Exclusive members online feature

Your one-stop-shop Marketing & Media

To assist members GCT has listed numerous contacts for tourism organisations and government departments in 3 key documents: Government Contacts Tourism Industry Contacts Visitor Information Centre Details

GCT understands the importance of using the media as a driving force to promote business. To assist member’s in developing improved media approaches 3 key documents have been developed: Media Contacts Media Release & Template Sponsorship Proposal Structure

GCT has made HR easy for our member’s by developing a Human Resources Pack as a secondary document to the 2014 QTIC Tourism & Hospitality Best Practice Guide. GCT has included the following templates: Equal Opportunity Policy Template Occupation Health & Safety Policy Template Adverse Outcome Template Drug & Alcohol Policy Template Anti-Discrimination Policy Template Bully & Harassment Policy Template Privacy & Confidentiality Policy Template Confidentiality Template Application for Leave Template Unexpected Leave Template Written Warning Template

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GOVERNMENT & TOURISM CONTACTS

MARKETING OPPORTUNITIES

TOURISM FUTURES FORUM REPORT

BUSINESS SUPPORT Key Publications

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In early 2014, Gympie Cooloola Tourism released

the Tourism Futures Forum Report. The forum

held in October 2013 and was the first Tourism

Futures Forum for the Gympie Cooloola Region.

GCT brought high profile Queensland tourism

industry identities Daniel Gschwind (CEO, QTIC),

Rod Hillman (CEO, Eco Tourism Australia) and

Professor Mike Hefferan (USC) to Gympie to

present on tourism industry issues. The forum

was also a major networking opportunity for

tourism businesses, associated service industries,

business investors, government, associations,

professionals, leaders, tourism bodies,

universities and more.

READING THE REPORT

GCT presented the report in a form where raw data from

the day was included as well as a current analysis from a

GCT perspective. This has been done to provide the reader

with information about GCT’s activity or role in relation to

that particular topic.

The 11 identified industry themes that arose from the

Forum are presented through the perspective of Issues,

Barriers, Opportunities and Ideas and under the four

sectors of Business Development, Industry Development,

Marketing and Promotion and Projects and Partners.

This allowed a clear dissection of the issues and the ability

to identify needs and opportunities for industry issues.

This plan is intended to be of assistance to any business,

sector or government agency that can utilise the

information to assist in the development of tourism in this

region.

TRANSIT CENTRE ACTION

One main topic that emerged from the forum was

the dissatisfaction across the board with regard

to the lack of a transit centre in Gympie and the

lack of facilities and information for visitors and

travellers to the region. A mini report was

developed and actions taken to facilitate a

meeting between bus companies, Gympie

Council, Destination Gympie Region and David

Gibson to discuss issues and opportunities. The

outcomes of the meeting were that Council

advised it is working towards a long term

objective of a transit centre for Gympie and the

tourism organisations will collaboratively work

with the bus operators to display information for

visitors to the region. Gympie Regional Council is

now seen as the point of contact for all Transit

Centre enquiries/complaints.

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BUSINESS SUPPORT Networking and Workshops

GCT hosted the “How to Grow your Business and have a life too” workshop presented by John O’Leary of Red Day Business Coaching in July 2014. John O’Leary has helped hundreds of business owners throughout Queensland to achieve more sales, more profit, more clients, more control and more time to achieve work-life balance. The event focused on business profitability strategies and sustainability providing valuable insight to attendees on how to achieve: More profitable growth More control over your business More free time out of your business Less stress and more fun Red Day Coaching will be hosting another workshop in the region in early 2015.

BUSINESS SUPPORT & NETWORKING

NETWORKING EVENTS

BUSINESS WORKSHOPS

GCT held a networking events across the region in May and June to launch the new exclusive members feature of the website, the media pack and tourism and government contacts pack. These events were a great success! In addition, discussion from the Rainbow Beach event has allowed GCT to assist the Rainbow Beach Progress Association and Rainbow Beach Commerce and Tourism Association to find a solution to illegal camping and backpacking in Rainbow Beach.

Peter Homan (Eumundi Markets, now Outback Qld Tourism General) Manager, addressed the Mary Valley Networking night.

Abbey Blanchfield, Jan Watt, Cassie Head and Suzanne Drysdale of GCT

Jan Watt and Janelle Parker (From the Garden Bouquet and Arrangements)

Suzanne Drysdale with Jill Guldbradsen (Editor of the Mary Valley Voice)

PROJECTS AND PARTNERS

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PROJECTS & PARTNERS Activities & Achievements

University of the Sunshine Coast Internships GCT is partnering with the University of the Sunshine Coast (USC) to offer GCT members the opportunity to host a business intern. Internships are available in any of the major business degree programs on offer in the Faculty of Arts and Business. This program will allow members the opportunity to have short-term projects staffed and completed whilst gaining new insight and ideas for their business. This program commenced in February 2014 and the next semester intake is in February 2015. Ecotourism Australia Accreditation GCT is partnering with Ecotourism Australia is offering GCT Members a complimentary one-hour coaching session for each new applicant to assist with the certification application process. This program commenced in May and is ongoing.

Industry Engagement and Feedback GCT will continue to engage and work with its members to identify industry issues and develop responses to resolve or assist. Engagement with members will be in the form of industry sector groups, networking sessions and individual responses.

Gympie Cooloola Tourism is a member of QTIC and will continue to access all member services for the benefit of our members where possible. QTIC is the peak industry body for tourism in Queensland and unites Queensland’s tourism industry.

Integration of Online Booking Facility into GCT website GCT has invested funds into integrating Bookeasy, an online booking system for Accommodation and Tours, into the GCT website. This facility has been integrated in the same professional design and high quality colour scheme as the GCT website. It is easy to use and friendly for consumers to book, with search functions on the website homepage, accommodation pages, tours and activities pages as well as adventures webpages. This facility was released in April 2014.

Exclusive Members Area integrated into GCT Website GCT has developed a exclusive section for members which acts as a ’one stop shop’ for all your tourism and business needs. The members area has 9 key areas including Industry News, Workshops and Seminars, Business Development, Legal Compliance, Research and Statistics, Marketing and Media, Human Resources, Corporate Documents as well as Partners and Projects. This function was released in May 2014. New Business Publications GCT has released 4 new publications in 2014 for members including a Human Resources Kit, Media Pack, Government and Tourism Contacts Publication and Marketing Opportunities Publication.

PROJECTS AND PARTNERS

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GCT has continued partnering in Australia's Nature Coast alongside Sunshine Coast Destination, Fraser Coast Tourism, Noosa Tourism, Great Sandy Biosphere, Noosa Biosphere. Phase 2 included promotions in Europe (specifically Germany), presence at ATE & key trade events, promotional print marketing and website development as well as the further development of Ecotourism.

Australia’s Nature Coast

PROJECTS & PARTNERS Completed

Service Skills Australia Workforce Futures GCT partnered with Service Skills Australia under the Workforce Futures program to bring National Workforce Development Fund opportunities to the Gympie Cooloola Region as well as jobs skills advisors to work with Business owners. This program was completed in June 2014.

Service Skills Australia Labour Exchange GCT partnered with Service Skills Australia to offer members who have difficulty retaining staff because of seasonality, the opportunity to express an interest in a seasonal labour exchange. This program commenced in March and finished in June 2014. University of the Sunshine Coast Innovative Technologies Assessment GCT partnered with USC to have Students report on the use of innovative technologies in as social media, service quality innovation, or marketing innovation in the business environment. This program allowed members the opportunity to have the effectiveness of innovative technologies assessed whilst gaining fresh knowledge and ideas for their business. This program commenced in March and finished in July 2014.

Earthcheck Accreditation GCT partnered with EC3 Global to offer members free accreditation via Earthcheck, under the EC3 Global Business Ready Program. This program commenced in March and finished in July 2014.

Caravan RV & Accommodation Accreditation GCT partnered with Caravan RV & Accommodation Industry of Australia (CRVA) to offer members a 10% discount off the first year’s Accreditation fees. This program commenced in May and finished in July 2014.

Star Rating Accreditation

GCT partnered with AAA Tourism to offer non-star rated GCT members a special 15 month Licence and waiver of the $100 Application fee via the STAR Rating Program. This program commenced in May and finished in July 2014.

Australian Tourism Accreditation Program (ATAP) GCT has partnered with ATAP to offer GCT members a 10% discounts on registration fees. This offer was only available to member for the month of June 2014.

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FREQUENTLY ASKED QUESTIONS

FREQUENTLY ASKED QUESTIONS

REAL people

RE-

AL

ex-

Gympie Cooloola Tourism Inc.

P 61 7 5482 5444 E info@cooloola.org.au W www.cooloola.org.au A PO Box 415 Gympie Qld 4570 ABN: 73 155 357 148

Gympie Cooloola Tourism Inc.

P 61 7 5482 5444 E info@cooloola.org.au W www.cooloola.org.au A PO Box 415 Gympie Qld 4570 ABN: 73 155 357 148