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HomeMy WebLinkAboutMarketing Plan Sub-Committee 1981 t\.. MP-l , the metropolitan toronto and region conservation authority minutes MARKETING PLAN SUB-COMMITTEE FRIDAY-MAY-1-198l U/8l The Marketing Plan Sub-Committee met at the Authority office, 5 Shoreham Drive, Downsview, Ontario, on Friday, May 1st, 1981, commencing at 10 00 a m. PRESENT WERE Chairman Dr. T. H. Leith Members M W. H Biggar Mrs Edna Gardner Ms S Nimmo M. M R. Stewart Woods, Gordon J. D. Linton Woods, Gordon C. B. Wurtzburg Chairman of the Authority Dr J. K. Reynolds Vice-Chairman of the Authority Mrs F Gell Adm - Information and Education Division T E. Barber Adm - Historical Sites Division R K. Cooper Adm - Conservation Land Management Division P B. Flood Head, Information Section - I&E Division P. A Head Marketing/Information Officer - I&E Division J M McGuire Coordinator, Recreation Programs - CLM Division A Wickens Senior Secretary - Information and Education Div M C Ruano ABSENT WERE Members E V Kolb W G McLean MINUTES The Minutes of Meeting *3/80 were presented Res U Moved by M W H Biggar Seconded by M M R. Stewart RESOLVED THAT The Minutes of Meeting #3/80, as presented, be adopted as if read CARRIED~ STAFF REPORT - 1981-82 MARKETING PLAN AND RESEARCH PROGRAM T Barber gave a brief verbal report on attendance to-date at the conservation areas, Black Creek Pioneer Village and the Kortright Centre for Conservation, comparing it to attendance for the same period last year He also mentioned that the approved budget for the 1981 Marketing Plan consists of $24,000 for the Market Research Study and $36,000 for support costs P Head reported on the media involvement in the current program and on the progress to-date in the 1981 Marketing Plan Res *2 Moved by Mrs F Gell Seconded by M M R Stewart RESOLVED THAT The Staff Report, verbally presented today, May 1st, 1981, be received CARRIED~ VISITOR PARTY SURVEY Mr C B Wurtzburg, of Woods, Gordon, presented the proposed Visitor Party Survey MP-2 Marketing Plan Sub-Committee, Meeting U/8l Friday, May 1, 1981 Page 2 After reviewing and discussing the survey in detail, Res t3 Moved by M. M R Stewart Seconded by Ms. S. Nimmo RESOLVED THAT - an incentive, such as a complimentary guest pass, would be provided to encourage people to participate in the survey and complete the questionnaire: - the question dealing with ethnic background and cultural heritage would be discussed with the Human Rights Commission: - the members of this committee would be provided with copies of the pre-test results and of the final questionnaire being used for the survey CARRIED: NEW BUSINESS Mr. Stewart suggested that consideration be given to a comparison chart on attendance to be distributed to the members of the Executive as part of their agendas for meetings ADJOURNMENT On motion, the meeting adjourned at 12:00 noon, Friday, May 1, 1981 Dr T H. Leith, Chairman T E Barber, Secretary /mrp t\.. MP-3 , the metropolitan toronto and region conservation authority minutes MARKETING PLAN SUB-COMMITTEE FRIDAY-DECEMBER-4-l98l #2/81 The Marketing Plan Sub-Committee met at the Authority office, 5 Shoreham Drive, 'Downsview, Ontario, on Friday, December 4, 1981, commencing at 9 30 a m PRESENT WERE Chairman Dr T H Leith Members M W H. Biggar Mrs Edna Gardner E V Kolb W G McLean Ms S Nimmo Woods Gordon J 0 Linton H J McClew C B Wurtz burg Chairman of the Authority Dr J K ReynoldS Vice-Chairman of the Authority Mrs F Gel! Deputy General Manager of the Authority W A McLean Adm _ Information and Education Division T E Barber Adm _ Historical Sites Division R K Cooper Adm _ Conservation Land Management Division P B Flood Head, Information Section - I&E Division P A Head Information Coordinator - I(,E Division D deVerteuil Marketing/Information Officer - I(,E Division J M. l1cGuire Research Assistant - Historical sites Division L S O'Byrne Coordinator, Recreation Programs - CLM Division A. Wickens Senior Secretary - Information & Education Div M C Ruano ABSENT WAS Member M M R Stewart MINUTES The Minutes of Meeting #1/81 were presented Res #4 Moved by M W H Biggar Seconded by W G McLean RESOLVED THAT The Minutes of Meeting #1/81, as presented, be adopted as if read CARRIED; REPORT ON THE 1981 MARKETING PROGRAM P Head verbally reviewed the staff "Report on the 1981 Marketing Program", dated December 4, 1981 and went over the progress made during the year, through a slide presentation After reviewing and discussing the report in detail, Res #5 Moved by Mrs F Gel! Seconded by M W H Biggar RESOLVED THAT (1) The staff "Report on the 1981 Marketing Program", dated December 4, 1981, as amended, be received and appended as Appendix 1 to these Minutes; and that (2) the staff "Report on the 1981 fo'l..arketing Program", dated December 4, 1981 as amended, be appended as a Schedule to the Minutes of the next Executive Committee meeting CARRIED; MP-4 Marketing Plan Sub-Committee Meeting 112/81 Friday, December 4, 1981 Page 2 Res 116 Moved, by M W H Biggar Seconded by E V Kolb Whereas the Authority is a member of the Convention and Tourist Bureau for Metropolitan Toronto and the Metropolitan Toronto Travel Association, and Whereas the Authority participates in a number of programs related to Black Creek Pioneer Village, the Kortright Centre for Conservation and the Indian Line Campground, RESOLVED THAT The members of the Executive Committee and appropriate staff be authorized to attend the annual meeting and dinner of the Convention and Tourist Bureau and the Metropolitan Toronto Travel Association CARRIED; INTERIM REPORT - VISITOR SURVEY SUMMER 1981 Mr M McClew indicated that Messrs J Linton and C Wurtzburg would be presenting the Interim Report to the Committee Mr J Linton gave an overview of how the survey was approached, the implications to be drawn from it and the action to be taken He also indicated that the summer survey was only a part of the research program, and the fall survey was in progress, while the winter survey was ready to start Mr C Wurtzburg elaborated on the implications of the results arising from the summer survey and handed out a report entitled "Conclusions from Visitor Survey" dated December 1, 1981, to the Chairman and Members of the Committee A report headed "Non User or Non Usage" of the Authority's facilities was also handed out After discussing the report in detail and the additional information provided at the meeting, Res. 117 Moved by H W H Biggar Seconded by W G t1cLean RESOLVED THAT (1) The Interim Report - Visitor Survey Summer 1981, as presented by Woods Gordon, be received; and that (2) the objectives identified in the "Non User or Non Usage" report be listed in the following order 1 To examine local community involvement and assess the opportunity for the development of "off peak" activity that would probably attract new usage; 2 To determine the type of usage that would appeal to current users regarding use in "other seasons"; and that, (3) Woods Gordon take into consideration the concerns expressed by the Committee with respect to the "Non User" market; and that (4) the "Conclusions from Visitor Survey" and the "Non User or Non Usage" reports be attached and form part of the Interim Report - Visitor Survey Summer 1981, as presented by Woods Gordon; and that (5) copies of the full report be forwarded to the members of the Historical Sites Advisory Board CARRIED; 1982 MARKETING PLAN - DEVELOPMENT OF A MARKETING PLAN Res 118 Moved by W G McLean Seconded by Mrs E Gardner RESOLVED THAT (1) This Committee meet in January, to review the updated Interim Report - Visitor Survey Summer/Fall 1981, and to identify and discuss the Marketing Plan for 1982 and its implementation procedures; and that (2) the proposal entitled "Development of a Marketing Plan", prepared by Woods Gordon, dated November 25, 1981, be received; and that MP-5 Marketing Plan Sub-Committee Meeting 2/81 Friday, December 4, 1981 Page 3 The following action be taken (a) an estimate of $30,000 be provided in the 1982 Authority's budget for the development of a Marketing Plan; (b) the staff be directed to develop detailed terms of reference for the development of the Plan; (c) the Marketing Plan Sub-Committee consider the proposal by Woods Gordon when the current Market Research Study has been completed CARRIED; 1982 MARKETING PROGRAM P Head presented the staff 1982 Marketing Program, which was briefly discussed Res #9 Moved by W G McLean Seconded by M W H Biggar RESOLVED THAT (1) The staff 1982 Marketing Program, dated December 4, 1981, be received and approved in principle; and that (2) the report will be further discussed at the January meeting of this Committee CARRIED; STUDY HIGHLIGHTS - MINISTRY OF NATURAL RESOURCES - PROVINCIAL PARKS BRANCH P Head introduced the study taken from a research report which was compiled for the Ontario Ministry of Natural Resources, Provincial Parks Branch This item was being provided for the information of the Chairman and Members of this Committee Res no Moved by W G McLean Seconded by M W H Biggar RESOLVED THAT The Study Highlights compiled for the Ontario Ministry of Natural Resources, Provincial Parks Branch, be received NEW BUSINESS Res #11 Moved by E V Kolb Seconded by Mrs E Gardner RESOLVED THAT A request be submitted to the Province of Ontario, through its Ministry of Industry and Tourism, for funding to support and enrich the marketing of the Authority's tourism oriented facilities ADJOURNMENT On motiun, the meeting adjourned at 12 45 P m Friday, December 4, 1981 Dr T H Leith, Chairman T E Barber, Secretary /mrp 1982 01 07 ~ MP-6 , the metropolitan toronto and region conservation authority minutes MARKETING PLAN SUB-COMMITTEE FRIDAY-FEBRUARY-5-l982 #3/81 The Marketing Plan Sub-Committee met at the Authority Office, 5 Shoreham Drive, Downsview, Ontario, on Friday, February 5, 1982, commencing at 9 30 a m PRESENT WERE Chairman Dr T H Leith Members Mrs Edna Gardner E V Kolb W G McLean Ms S Nimmo M M R Stewart Chairman of the Authority Dr J K Reynolds Staff K G Higgs T E Barber R K Cooper J 0 Agnew P A Head J M Hughes J M McGuire A Wickens Woods Gordon J 0 Linton Infomart C Smith ABSENT WAS Member M W H Biggar MINUTES The Minutes of Meeting #2/81, held Friday, December 4, 1981, were presented Res #12 Moved by W G McLean Seconded by Mrs Edna Gardner RESOLVED THAT The Minutes of Meeting #2/81, held Friday, December 4, 1981, as presented, be adopted as if read CARRIED; INFOMART PRESENTATION Mr C Smith, of Infomart, gave a demonstration of the Telidon system to the Chairman and Members of the Committee and staff Res #13 Moved by W G McLean Seconded by Ms S Nimmo IT WAS RESOLVED AND THE SUB-COMIolITTEE RECOMMENDS THAT (1) Infomart be requested to place Telidon terminals at Black Creek Pioneer Village, the Kortright Centre for Conservation and the Indian Line Campground in 1982; (2) The staff be directed to obtain a proposal and cost estimates from Infomart for the provision of information on the Authority's tourism oriented facilities at the Telidon terminals; and that this proposal be submitted to this Sub-Committee and to the Executive Committee for consideration and approval CARRIED; MP-7 Marketing Plan Sub-Committee l1eeting #3/81 Friday, February 5, 1982 Page 2 MARKETING RESEARCH - PROGRESS REPORT - VISITOR SURVEY FALL 1981 Mr J Linton, of Woods Gordon, gave a verbal update on information obtained from the fall survey He reviewed the format of the survey and highlighted the results obtained It was emphasized that these were preliminary results only, and that further analysis will be done for the final report in March 1982 COMMUNICATIONS PROGRAM Mr Barber indicated that the name of the program had been changed from "1982 Marketing Plan" to "1982 Communications Program" He emphasized that everyone could contribute to the overall communications and marketing program of the Authority, to enhance the marketing of the Authority's facilities The "1982 Communications Program" was discussed in detail SPECIAL PROMOTION - BLACK CREEK PIONEER VILLAGE Mrs Gardner showed a sample bag and discussed the promotion of Black Creek Pioneer Village appearing on Miracle Food Mart grocery bags She indicated that the bags would be used before the March break Res #14 Moved by Mrs Edna Gardner Seconded by Ms S Nimmo IT WAS RESOLVED AND THE SUB-COMMITTEE RECOMMENDS THAT (1) For surrendering a "Black Creek Pioneer Village - Miracle Food Mart" grocery bag on entrance to the Village, the holder be entitled to two admission tickets for the price of one; (2) Mrs Edna Gardner and the staff discuss with Miracle Food Mart further proposals for the promotion of Black Creek Pioneer Village, inclUding the establishment of a time frame for the program CARRIED; NEW BUSINESS - Mrs Gardner presented samples of fitness brochures from the Ministry of Culture and Recreation, and suggested that the staff consider this type of brochures as part of the promotion and program at the Kortright Centre for Conservation ADJOURNMENT On motion, the meeting adjourned at I 00 pm, Friday, February 5, 1982 T E Barber Dr T H Leith Administrator, Info~mation & Education Div Chairman Acting Secretary-Treasurer TEB/mrp 1982 02 16