Insight Communications

BUSINESS PROFILE Developing Healthy, Creative and Prosperous Communities through Tourism

RACHEL DONOVAN PRINCIPAL CONSULTANT

MBA (Vic Uni), B.A (Melb Uni)

Insight Communications specialises in tourism and community development with a particular focus on

regional tourism. We integrate the various aspects of planning for tourism business and community

projects, including cultural, economic, social and environmental values. We place the needs of

stakeholders and the community at the centre of our strategic planning approach, identifying

solutions and processes that address a complex variety of perspectives and requirements.

We are also highly focused on supporting tourism operators to develop integrated, seamless, original

and inspiring visitor experiences, opening up new levels of richness and depth (and fun!). We help

businesses to think through what's possible - and desirable from the visitor's perspective, and how it

can be done, contributing to return on investment.

Our clients over the last 18 years have included various state, local and Australian government

agencies, community organisations and businesses. Services include:

Destination development plans

Marketing and business plans

Feasibility studies and economic impact assessments

Group facilitation

Industry training and business tools

Stakeholder and community engagement

Our approach to tourism development (tailored to specific projects) is outlined below:

What should be done?

Services provided by Insight

Communications and partners:

Engagement of stakeholders in the

process of tourism development,

which involves:

Facilitation

Community development

strategies

Assistance to create high quality

visitor experiences which could

include:

Product concept development,

feasibility studies, etc.

Industry development -

initiatives, such as workshops,

mentoring, business tools.

Planning which could involve:

Business and marketing

planning

Destination development

planning

Who should be involved?

Tourism Businesses

Roles: providers of attractions and

services; contributors to tourism

partnerships

Volunteers and community

enterprises

Role: managers of visitor facilities

and services (including cultural,

heritage and natural attractions)

Local residents (to attract the

Visiting Friends & Relatives market)

Roles: connection to place,

awareness of local attractions

Local government

Roles: planners, community and

business initiatives

Natural & cultural mngt resource

agencies

Roles: planners, and initiatives that

support conservation and visitation

Outcomes

Economic prosperity - local

employment and sustainable

businesses

Vibrant and creative cultures

that appeal to young people

and other residents, and

attract new residents

Greater community cohesion

- sense of belonging,

community strength and

pride

Improved quality of life

through the provision of

experiences that appeal to

visitors and local residents

Specialist areas of experience include…

Tourism

Planning

shire, region or state-wide

Insight Communications assists tourism organisations and local governments

to work with tourism businesses, community organisations and natural

resource management agencies to boost the performance of the local or

regional tourism industry.

We prepare destination development plans that address challenges hindering

the industry, as well as identify latent competitive strengths, and opportunities

to consolidate and reinvigorate the industry.

Strategic areas may include product development, land use, industry

development, branding, infrastructure, promotions, industry partnerships,

pricing, financial sustainability and internal communications.

Research techniques for the planning process could include stakeholder

interviews, workshops, online surveys and / or focus groups. Examples of

previous projects include:

Great Ocean Road Region Tourism Master Plan 2015-2025, for GORRT,

supporting L.Price, W.Kayler-Thomson, B.Fox.

Victoria’s Golf Tourism Strategy 2015-2020, for Tourism Victoria (with

WellPlayed Pty Ltd)

Mount Alexander Shire Economic Development Plan, 2013, (Tourism

and Arts components, supporting Street Ryan & Assoc)

Grampians Tourism Strategic Plan 2012-2015

Pyrenees Shire Tourism Strategy 2012-2014

Southern Grampians Shire Tourism Plan & Review 2010-2015

Limestone Coast Tourism Marketing Plan 2006-2010 for Limestone

Coast Tourism Board & South Australian Tourist Commission

Glenelg Shire Tourism Development Plan, 2005-2008

Group

Facilitation

Rachel Donovan has many years’ experience facilitating groups of

stakeholders, including local community members, to work out the what,

when, how and who associated with various tourism projects, including

regional and state initiatives. Her ability to involve participants in meaningful,

collaborative decision-making through the workshop process is well-regarded.

Rachel has undertaken a year’s training in group facilitation with the

Groupwork Institute of Australia. Examples of previous projects include:

Draft Victorian Trails Strategy stakeholder workshops (x 7), for

Tourism Victoria, 2013

Workshops and Open House community sessions for the Ngootyoong

Gunditj, Ngootyoong Mara South West Landscape Management Plan

entailing a joint management approach with the Gunditjmara community,

Parks Victoria, DSE; 2010, 2011& 2012

Golden Plains Shire (North West) Tourism Plan 2010-2015, involving

15 workshops with local communities

Grampians Tourism Stakeholder Workshops including a Cycle Tourism

Workshop, Infrastructure & Product Development Workshop, Product

Audit Workshop, for Grampians Tourism Inc., 2006-2008

Aboriginal

Tourism

Aboriginal tourism is playing an increasingly important role in regional areas to

generate employment for Aboriginal communities and the broader tourism

industry. It also makes an enriching contribution to the range of cultural

experiences available to visitors.

Insight Communications has had extensive involvement in the identification of

Aboriginal tourism opportunities and the assessment of viable business

concepts. We also work with community enterprises to improve their

profitability and to achieve other community objectives.

Previous projects include:

Indigenous Tourism Partnerships Project, which explores best-practice

approaches to partnerships between private-sector Indigenous and non-

Indigenous tourism businesses. Small Business Development Award, for

Victoria Tourism Industry Council, 2015

Draft Victorian Aboriginal Tourism Plan industry workshop, for

Tourism Victoria, 2013

Tourism Accommodation Feasibility Study & Cultural Tours Feasibility

Study for Gunditj Mirring Traditional Owners Aboriginal Corporation and

Australian Dept EEWR (with Street Ryan & Assoc), 2013

Victorian Aboriginal Land & Economic Development Programs, 2006,

2007, 2008 involving tourism and arts product development, business

planning and feasibility analysis, for Aboriginal Affairs Victoria (with

Bramark Consulting & Street Ryan & Assoc.)

Review of Victoria’s Aboriginal Tourism Development Plan 2009, for

Tourism Victoria

Victorian Aboriginal Tourism Plan 2006-2008, for Tourism Victoria (with

Bramark Consulting and Tourism Victoria)

Budj Bim Tours Business & Marketing Plan 2010-2015, for Winda Mara

Aboriginal Corporation (in association with Street Ryan & Assoc.)

Worn Gundidj Accommodation Feasibility Assessment, for Worn

Gundidj Aboriginal Corporation (with Martin Ruane, engineer), 2009

Nature-based

Tourism

A key focus of product development in regional areas is nature-based tourism

(NBT). This may involve conducting workshops with stakeholders to explore

NBT opportunities, economic impact assessments or feasibility studies. Many

regional tourism plans and Aboriginal tourism projects also involve working

with NBT concepts.

In addition to those listed above and over the page, projects include:

Western Melbourne Metropolitan Region Trails Strategic Plan, 2015

(supporting Fitzgerald Frisby Landscape Design et al)

Crossing Borders Tracks and Trails Feasibility Studies, involving

exploration of 4 trails concepts for Shires of Hepburn, Macedon Ranges,

Central Goldfields and Ballarat (with Insight Leisure Planning and World

Trails), 2013

Great Ocean Walk Visitor Survey Report, for Geelong Otway Tourism

and Parks Victoria, 2012

Great Ocean Walk Economic Impact Assessment, for Parks Victoria

(supporting Street Ryan & Associates), 2009

Surf Coast Walk Feasibility Study (with Insight Leisure Planning), 2007

Crisis

Management

&

Communications

For the long-term sustainability of the tourism industry, it is important that

tourism businesses and regions know how to manage their business to

respond effectively to a crisis event. Such an event could be manmade,

such as a pandemic or chemical leak, or a natural disaster such as a bushfire

or flood.

It is immensely beneficial for a business to be aware of how to respond to

an immediate threat or impact of a crisis event prior to an event occurring,

as well as to understand how to guide the business to recovery over the

longer term.

It can greatly improve the rate of recovery of a tourism region if tourism

boards understand how to manage the media during and after a crisis

event, as well as how to co-ordinate the industry’s response to an event.

Insight Communications provides services in both of these areas. Previous

projects include:

National Tourism Industry Resilience Kit, 2012 for Australian

Government Dept of Resources, Energy & Tourism (with EC3 Global).

Tourism Crisis Management DVD & Workshops, 2012 for Australian

Government Dept of Industry, Innovation, Science, Research and

Tertiary Education

Crisis Management Planning for Regional Tourism Organisations:

guidebook, 2012 for Tourism Victoria

Crisis Management Workshops for tourism operators, 2010, 2011,

2012 for Tourism Queensland, Brisbane Marketing, Tourism Victoria

Open For Business: Crisis Management Toolkit for Tourism

Businesses, for Tourism Victoria (with Street Ryan & Associates), 2009 -

involving the development of business tools to support business

sustainability. It includes topics such as financial analysis, promotions,

risk management, human resources, etc.

Review of Crisis Communications Handbook for Regional and Local

Tourism, 2010, for Tourism Victoria

Grampians Tourism Bushfire Recovery Program, 2006, for Grampians

Tourism Inc. and Tourism Victoria. This project involved the

development of a marketing program in response to the crisis, as well

as an industry communications action plan.

“Congratulations on what is an excellent document (Open For Business toolkit).”

Andrew Gissing

Former Director of Emergency Management and Communication, 2009

Victoria State Emergency Service

“The Crisis Management Workshop was a great experience for me because it awakened me to

the various possibilities and consequences that I had no awareness of beforehand. It showed up

my blind spots… the insights’ gained from a powerful presentation by Rachel Donovan of Insight

Communications. The variety of participants gave great depth to the discussion.”

Participant, Trentham Workshop, 2010

Industry Training

& Business Tools

Packaging

Insight Communications has assisted hundreds of tourism operators to

develop packages over the last 9 years through workshops hosted by various

government and tourism organisations.

Insight’s workshops involve investigating what makes enriching, memorable

experiences that connect with visitors and how packaging can help to deliver

these.

We explore a range of aspects including developing an effective pricing

structure to provide a solid foundation for the costing and sale of packages,

package components, distribution, commissions, booking arrangements, etc.

Skill Development Programs

Insight Communications, in association with Bramark Consulting, has

conducted tourism training programs over the last 7 years to increase

tourism operators’ business and marketing skills.

Topics include Packaging, Strategic Planning, Yield Management, Profitable

Pricing, Promotions and E-commerce. Training formats include workshops,

small group sessions and / or one-on-one mentoring.

Clients include City of Greater Bendigo (2009), Grampians Tourism (2008),

Surf Coast Shire (2008), Alpine Shire (2007), Colac Otway Shire (2006), Rural

City of Wangaratta (2005), Northern Grampians Shire (2004-05), Ararat City

Council (2004-05) and Mitchell Shire Council, amongst others.

“Great to have a presenter with knowledge and passion for subject.”

“I did get a lot more out of the day then I expected, it was fantastic!”

Participants, Bellarine Tourism, 2012

“Excellent presentation - very approachable. Thank-you.”

“I think it’s amazing to have these opportunities.”

Participants, Brisbane Marketing, 2011

“Great presentation of pricing elements and the commission structure”

“Very well done day - thanks so much”

Participants, Mornington Peninsula Tourism, 2011

“Your session was aimed at the right level in terms of my own exposure

to packaging. Many thanks.”

“The fact that you are in touch with operators constantly really helps to

make your delivery more relevant and interesting.”

Participants, Grampians Region, 2008

Quality

Assurance

Initiatives

Tourism Awards

Insight Communications has prepared 19 Victorian Tourism Awards

submissions, all of which have won their category. Five have gone on to win

Australian Tourism Awards. As a result, we have an excellent understanding

of the program, and its benefits to tourism operators.

Best Practice Reviews

Insight has undertaken a Best Practice Review of a regional tourism

organisation’s operational practices annually for the last 8 years, which has

involved benchmarking their performance against national RTO indicators.

We also conduct and analyse surveys of stakeholders and tourism members

for regional tourism organisations.

Rachel Donovan, Credentials

Award Small Business Development Award 2013 presented by Victorian Tourism

Industry Council (VTIC)

Inaugural award of $10,000 for professional development

Education Master of Business Administration (Tourism)

2013, Victoria University

Bachelor of Arts (English Literature)

1992, University of Melbourne

Additional

Training

Advanced Course in Group Facilitation – Groupwork Institute of Australia (12

months, 2004)

Certificate IV Workplace Training & Assessment - Training Small Groups,

(March 2003, update 2009-10)

Emergency Management Training - Introduction to Personal Support &

Personal Support: Professional Development - by Department of Human

Services (May & August 2009); Working with Communities in conflict after

disaster workshop by the Australian Emergency Management Institute

(October 2011)

Industry

Boards /

Committees

Victoria Tourism Industry Council, Destinations Policy Committee, 2014-

Deputy Chairman, Great Ocean Road Marketing Inc.

2002-2007, Great Ocean Road Marketing Inc. (GORM) was a Tourism Victoria-

affiliated campaign committee.

Memberships Victoria Tourism Industry Council

International Association for Public Participation (IAP2)