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HomeMy WebLinkAboutMarketing Plan Sub-Committee 1980 ~~ MPSC-l tF the metropolitan toronto and region conservation authority minutes MARKETING PL&~ SUB-COMMITTEE WEDNESDAY-FEBRUARY-27-l980 '1/80 The 1980 Marketing Plan Sub-Committee met at the Authority Office, 5 Shoreham Drive, Downsview, on Wednesday, February 27, 1980, commencing at 10:00 a.m. PRESENT WERE Chairman Dr. T.H. Leith Members M.W.H. Biggar E.V. Kolb Chairman of the Authority R. Grant Henderson Vice-Chairman of the Authority Mrs. F. Gell Director of Planning & Policy W.A. McLean Adm. - Information & Education Division T.E. Barber Adm. - Historical Sites Division R.K. Cooper Adm. - Conservation Land Management Division P.B. Flood Head, Conservation Information Section, I&ED P.A. Head Supervisor, Kortright Centre for Conservation R. Westendorp 1980 Marketing Plan: Black Creek Pioneer Village, Kortright Centre for Conservation, and Con~ervation Areas The staff presented a report on the 1980 Marketing Plan for Black Creek Pioneer Village, Kvrtright Centre for Conservation, and the Conservation Areas. Res. 11 Moved by: Mrs. F. Gell Seconded by: E.V. Kolb RESOLVED THAT: The staff report on the 1980 Marketing Plan be received; and THE COMMITTEE RECOMMENDS THAT: 1. The staff of the Authority be authorized to carry out the program within the limits of the budget allocation contained in the 1980 Marketing Plan; 2. Messrs. M.M.R. Stewart and E.H. Card be invited to provide comment on the Marketing Plan; and THAT Messrs. Stewart and Card be appointed members of the 1980 Marketing Plan Sub-Committee; 3. The 1980 Marketing Plan, dated February 22, 1980, for Black Creek Pioneer Village, Kortright Centre for Conservation, and the Conservation Areas, as amended, be approved; 4. The firm Woods, Gordon & Company, Marketing Consultants, be engaged to review and make recommendati.ons on the 1980 Marketing Plan, at an estimated cost of $3,000.00; 5. The Committee meet to consider the review and recommendations of Woods, Gordon & Company. CARRIE D; ADJOURNMENT On Motion, the meeting adjourned at 12:20 p.m., February 27. Dr. T. H. Le t th W.A. McLean, Director of Planninq & Policy Chairman Acting Secretary-Treasurer KC. \S~ MPSC-2 (i? ......:' , .({ the metropolitan toronto and region conservation authority munutes MARKETING PLAN SUB-COMMITTEE MONDAY-MAY-5-1980 112/80 The Marketing Plan Sub-Committee met at the Authority Office, 5 Shoreham Drive, Downsview, on Bonday, May 5, 1980, commencing at 9:00 a.m. PRESENT WERE: Chairman Dr. T. H. Leith l-1embers M. W. H. Biggar E. H. Card M. M. R. Stewart woods, Gordon 1-1. J. HcClew Woods, Gordon J. D. Linton Vice-Chairman of the Authority Mrs. F. Gell Director of Planning & policy W. A. McLean Adm. - Information and Education Division T. E. Barber Adm. - Historical sites Division R. K. Cooper Adm. - ,Conservation Land Hanagement Division P. B. Flood Head, Conservation ~ducation Section, I&ED A. Hayhoe Head, Conservation Information Section, I&ED P. A. Head Planner, Conservation Land Hanagement Division A. E. Freeman Coordinator, Recreation Programs, CLHD A. Wickens Senior Secretary, I&E Division M. C. Ruano ABSENT WAS: Member E. V. Kolb Minutes The Minutes of Meeting ~1/80 were presented. Res. ~2 Moved by: Mrs. F. Gell Seconded by: E. H. Card RESOLVED THAT: The Minutes of Meeting #1/80, as presented, be adopted as if read. CARRIED; 1980 Marketing Plan: Black Creek pioneer Village, Kortright Centre for conservation, and Conservation Areas Mr. Michael McClew presented the Woods, Gordon re'Jiew, dated April 14, 1980, and their approach to the design and execution of a market research survey of visitors to Black Creek Pioneer Village, the Kortright Centre for Conservation and Conservation Areas. Res. #3 Moved by: Mrs. F. Gell Seconded by: M. M. R. Stewart THE COUNITTEE RECOHMENDS THAT: ~. Any action on the conclusions and recommendations of the Woods, Gordon review, dated April 14, 1980, be deferred until such time as the consultants have had an opportunity to review the existing questionnaires and materials on Black Creek pioneer Village and the Conservation Areas; 2. A further meeting be scheduled for later this spring, at which time a decision would be made, for presentation to the Executive Committee of the Authority. C1\RR;J:ED; , " . .. .. MarKe~lng ~lan ~UD-~Un~l~Lee "'-':;1- - Meeting #2/80 Monday-May-5-1980 ADJOURNMENT On Motion, the meeting adjourned at 10:35 a.m., May 5, 1980 Dr. T. H. Leith, W. A. McLean, Director of Planning & Policy \ Chairman Acting Secretary-Treasurer /mrp . ~~ MPSC - 3 f? /., ~ the metropolitan toronto and region conservation authority minutes ~~~ Marketing Plan Sub-Committee Tuesday, December 9, 1980 #3/80 , The Marketing Plan Sub-Committee met at the Authority Office, 5 Shoreham Drive, Downsview, on Tuesday, December 9, 1980, commencing at 10:00 a.m. PRESENT WERE: Chairman Dr. T. H. Leith "Members M. W. H. Biggar E. V. Kolb M. "1. R. Stewart Wood s , Gordon J. D. Linton Woods, Gordon C. B. Wurtzburg Adm. - Information and Education Division T. E. Barber Adm. - Historical Sites Division R. K. Cooper Adm. - Conservation Land Management Division P. B. Flood Head, Conservation Information Section, I & ED P. A. Head Information Coordinator, I & ED D. de Verteuil Research Assistant, Historical Sites Division L. O'Byrne Planner, Conservation Land Management Division A. E. Freeman Coordinator, Recreation Programs, CLMD A. Wickens Secretary, Conservation Information Section, I". & ED D. h'ebster ABSENT t'lAS: Member E. H. Card Minutes The Minutes of Meeting f/2/80 were presented. Res. #4 Moved by: M. W. H. Biggar Seconded by: E. V. Kolb RESOLVED THAT: The Minutes. of Meeting #2/80, as presented, be adopted as if read. CARRIED; Report of the 1980 Marketing Program T. Barber and P. Head reported on the 1980 Marketing Program. A number of news and photo releases, posters, flyers and brochures were displayed, along with sample press clips and television public service announcements. 1979 Survey Review J. D. Linton of Woods, Gordon highlighted the result~ and interpretation of the 1979 Survey of Conservation Area Visitors. Terms of Reference for the Planning and Development of Public Use Conservation Facilities Res. #5 Moved by: E. V. Kolb Seconded by: M. W. H. Biggar RESOLVED THAT: The Terms of Reference for the Planning and Development of Public Use Facilities by The Metropolitan Toronto and Region Conservation Authority, dated October 27, 1980, as appended as Appendix "A" of these Minutes, be received; and -." MPSC-4 -2- THE COMMITTEE RECOMMENDS THAT: 1'he Terms of Reference for the Planning und Development of Public Use Fucilities by The l-letropolitan Toronto and Region Conservation Authority, dated October 27, 1980, be approved. CARRIED: Proposal for Research Study C.B. Wurtzburg of Woods, Gordon presented a proposal to fulfill the requirements of the Authority, as set forth in the Terms of Reference for the Planning and Development of Public Use Fucilities by The Metropolitan Toronto and Region Conservation Authority. , Res. ~6 Moved by: M.W.H. Biggar Seconded by: E.V. Kolb RESOLVED THAT: The Marketing Research Proposal, dated November 25, 1980, as amended and dated December 10, 1980, and appended as Appendix "B" of these Minutes, be received: and THE COMMITTEE RECOMMENDS THAT: The firm of Woods, Gordon be authori~ed to carry out the Market Research Study as outlined in their proposal dated December 10, 1980, at a cost not to exceed $24,000.00; and THAT the Authority provide the staff to collect the research data in the months of June, July, and August, at an estimated cost of $3,000.00; AND FURTHER THAT the Ministry of Natural Resources be requested to approve the study and a grant of 50% of the cost thereof. CARRIED: 1981 Winter and Spring Marketing Program Res. ~7 Moved by: E.V. Ko1b Seconded by: M.M.R. Stewart RESOLVED THAT: The 1981 Winter and Spring Marketing Program, as appended as Appendix "c" of these Minutes, be approved. CARRIED: ADJOURNMENT On Motion, the meeting adjourned at 1:00 p.m., Tuesday, December 9. Dr. T.H. Leith T.E. Barber Chairman Acting Secretary KC. MPSC-5 APPENDIX "A" , TERMS OF REFERENCE FOR THE PLANNNING AND DEVELOPMENT OF PUBLIC USE CONSERVATION FACILITIES BY M.T.R.C.A. MARKET RESEARCH SURVEY , The purpose of the market research survey is to determine the nature and scope of the market for which the Authority plans and develops public facilities, in order that M.T.R.C.A. may plan for the opportunities and restraints that exist in this community. The survey must reveal as much as possible about the product and market. It is recognized that methods of identifying the markets for each facility can be similar. As a result of the market research survey, which will include information on product and pricing, the next step will be to develop a marketing strategy. Specifically, the survey will provide the basic information on product and pricing that will enable the Authority to determine the market strategy which will maximize attendance and/or revenue. ." The Consultants and the Authority will agree on reasonable objectives. BACKGROUND Since 1957, The Metropolitan Toronto and Region Conservation Authority has provided opportunities for public access to Authority lands for recreational, educational and heritage conservation purposes. STUDY AREA In the area over which The Metropolitan Toronto and Region Conser- vation Authority has jurisdiction, the Authority operates: ALBION HILLS 8 km north of Bolton on Highway 50 BLACK CREEK Jane Street and Steeles Avenue, in northwest Metro Toronto BOYD North of Woodbridge on Islington Avenue BRUCE'S MILL 2 km east of Woodbine Avenue on the Gormley- Stouffville Sideroad CLAIREVILLE Highway 7, 3 km west of Highway 50 ...2... ..- -- - Terms of Reference for tile Planning and Development of Public Use Conservation Facilities by M,T.R.C.^. Page 2 COLD CREEK Midway between Dolton and Nobleton, 3 km north of the King Sideroad, on Concession Road 11 GLEN HAFFY South of Mono Mills and Highway 9 on Airport Road GREENWOOD 7 km north of Pickering, off the Westney Road , HEART LAKE 6 km north of Highway 7, on the Heart Lake Road KORTRIGHT 2 km west of Highway 400, just south of Major Mackenzie Drive, on Pine Valley Drive PALGRAVE SUMMER: North of the 25 Sideroad on the 6th Line of Caledon Township, 2 km west of Highway 50, 10 km north of Bolton WINTER: 10 km north of Bolton on Highway 50 PETTICOAT CREEK White's Road in Pickering, 2 km south of High\...ay 2. BACKGROUND REPORTS The Metropolitan Toronto and Region Conservation Authority has six pertinent surveys available for the information and perusal of the Consultants: MTRCA - Characteristics of Visitors to the Conservation Areas - 1972 MTRCA - Conservation Area Visitor Ratio - 1973 MTRCA - Black Creek Pioneer Village - 1974 MTRCA - Black Creek Pioneer Village - 1976 MTRCA - Waterfront Parks (Petticoat Creek Only) - 1977 . MTRCA - Visitors to the Conservation Areas - 1979 MARKET SURVEY - PROCEDURES The Consultants will follow the procedural steps outlined in developing and carrying out the market survey: (1) the Consultants will design a questionnaire based on the requirements of the Authority; (2) the Consultants will present the design and content of the questionnaire to the Authority for approval: (3) the Consultants will identify the method of administration of the questionnaire and the method or technique of obtaining random samples, i.e.: (a) time (b) day of week (c) location (d) frequency ...3... Terms of Reference for .the Planning and Development.of Public Use Conservation Facilities by ~l.T.R.C.A. Page 3 (4) the Consultants will provide direction to those administering the questionnaire; (5) the Consultants will compile and analyze the collected survey data. PRODUCT , The Consultants will comment on the Authorityls product, based on survey data, as well as from their own observations in becoming familiar with the Authority's facilities. PRICING From information derived from the survey data and an analysis of similar attractions in the region, the Consultants will comment on the Authority's pricing structure. INTERPRETATION AND PRESENTATION OF FINAL REPORT The Consultants will file with The Metropolitan Toronto and Region Conservation Authority, in early December, 1981, a final report detailing the results of the Market Research Survey and recommendations for a marketing strategy, including a review of product and pricing. The cost to The Metropolitan Toronto and Region Conservation Authority of preparing, carrying out and reporting the Market Survey of visitors will not exceed $24,000.00. The Consultants will provide the Authority with a breakdown of the study costs prior to the commencement of the Study. TEB/mrp 1980.10.27 . ['SC- 8 APPENDIX "13" lO/Dec./80 MARKETING RESEARCH PROPOSAL FOR THE METROPOLITAN TORONTO AND REGION CONSERVATION AUTHORITY Background Over the past eight months a number of discussions have been held by Woods Gordon with the Information and Education Division, with regard to the Conservation Areas, Black Creek Pioneer Village and the Kortright Centre. It has been agreed that there is a need to define the existing and potential markets better and to provide the data on which an improved marketing strategy can be based. Marketing Research Plan -. The information which will provide the basis for fuller understanding of the market and an improved marketing strategy will include: - an evaluation of non users to obtain some understanding of why they do not visit the Authority's facilities - greater definition of current users, their attitudes and interests Research and analysis will be conducted in three phases as indicated below. The year round activities of the Conservation Areas will be taken into account in planning the research: 1) Assessment of all relevant existing data and analysis of the range of facilities currently available in different locations. On the basis of these discussions specific objectives will be agreed upon and a detailed plan prepared. 2) Focus group discussions will be carried out to improve our understanding of why certain people arc users and others are not. In addition findings from the group discussions will assist in the development of a structured research study of current visitors as described below. - 2 - 3) Carry out a survey of current visitors to Black Creek Pioneer VIllages the Conservation Areas and the Kortright Centre for Conservation and collect appropriate datas taking into consideration seasonal activities. The precise approach will ~e based on the market survey procedures in the Terms of Reference and would be developed in consultation with the Information and Education Division and the Staff Marketing Committee. The approach would be influenced by the findings of the focus groups. At this juncture we visualize that the following information would be included in the survey questionnaire. This includes many of the questions used in the 1979 study with some additional elements that are felt to be important. - origin of visitor party - day and time of visit - first visit or repeat - if first visits source of information - number of members in visitor party - age profile of members of visitor party - characteristics of head of visitor party: - age - sex - income - occupation - education Activities Undertaken by Visitor Party - did members in the visitor party: - swim - fish - picnic - use various facilities - engage in any of the activities sponsored by MTRCA - etc. - length of stay TyPe of Visit - is the visitor party on a: - day trip outing - weekend overnight trip - longer vacation Visitor Reaction to Various Aspects at Conservation Area - perceptual information regarding visitors' reaction to: - facilities - activities - pricing , ~1:"~~-.1U - 3 - Other Leisure-R~lated Activities - does anyone in visitor party: - engage in artistic pursuits (painting, crafts, etc.) - engage in organized sports - engage in outdoor recreation (hiking, canoeing, etc.) - etc. - what other areas has visitor party been to: - other Conservation Areas - provincial or national parks - private campgrounds - museums/art galleries, etc. - etc. Conclusions and Recommendations The research data will provide an assessment of the current facilities in terms of the attitudes of users and non-users. Our repo will include descriptions of the various target groups. We will also comment on the product available and indicate considerations that should be given to the development of the product mix. Based on the results of the survey and consideration of similar attractions available in the region we will comment on the pricing structure. With this information, it will be possible for the MTRCA to develop a marketing strategy, which would be the foundation for an improved marketing plan in 1982. During the process of analysis of the data, close consultation will be maintained with the Information and Education Division so that data can be used on a preliminary basis for planning during the Fall of 1981. An interim report for internal use will be prepared in September 81 with a final report due one month after the completion of all analysis estimated at present to be December. : '. , - 4 - Timing and Budget ""'\:) Following approval to proceed, Woods Gordon will require 12 months for data collection, as described herein, and one month for reporting. Total costs will not exceed $24,000. - -- _ __ L.. Note: All research data will become the property of the Authority and access to the data will be facilitated. Personnel Involved Directing Partner for the study would be Michael J. McClew. During his career, he has had responsibility for many major studies for Federal, Provincial and Municipal agencies and private clients. These studies have ranged in scope from recreation resource market development to broader-based tourist, municipal impact and urban and regional planning studies. Chris B. Wurtzburg will coordinate and manage the , project. He has a strong marketing and marketing research background as a result of ten years packaged goods marketing with Lever Brothers. He has used the full range of marketing research techniques to analyze markets and develop appropriate strategies. Additional experience in advertising and communication will also be valuable. Peter J. Buchanan brings a variety of experience in the areas of marketing studies and promotional campaigns to this project. He will be responsible for the identification of the various client groups from the survey, and for the development of recommendations concerning marketing efforts for the various groups. Peter is a member of the Institute of Management Consultants of Ontario, American Marketing Association and the Industrial Marketing Research Association of Canada. . -~ .., "''' -- - 5 - : Jon D. Linton. a Consultant in our Urban. Regional and Environmental Affairs Group would be responsible for the design of the survey. as well as for the statistical analysis of tbe survey results. Jon has broad experience in surveying. sample design and statistical analysis. He was responsible for the surveys and the stratified sampling design of the complex St. Lawrence Islands National Park Economic Impact Study and the Fort Walsh National Visitor Exit Survey. He is a member of the Canadian Parks and Recreation Association and the Canadian Association for Future Studies. Nick Earl. a Consultant with the firm. would be responsible for the computer-related analytical component of this proj ect. He has extensive experience in the application of computer package programmes to analytical situati~ns. - - .. APPENDIX "c" MPSC-13 1981 WINTER AND SPRING MARKETING PROGRAM PROMOTIONAL MATERIAL DISTRIBUTION It has been agreed that the present system of distributing news releases to the media is successful and provides substantial media support and coverage, which is reflected in the attendance and revenue figures at the Authority's facilities. There has been a noticeable increase in the number of press clippings received from the Canadian Press Clipping Service, and there has been a large degree of interest, from the media, for follow-up interviews, as a result of the news releases. No changes are expected in this media support in 1981, but the Marketing Program will be broadening the media relations aspect to include more of the ethnic press, television stations and special interest groups. There has also been a suggestion that more television interviews are required and an effort will be made, in the Winter, to develop more contacts in the industry. In the past, the distribution of promotional literature has been accomplished in various ways and means, with a special or selected audience in mind. However, there is an obvious need to systematically consolidate the efforts, and this will be done in the next few months. As much of the brochure distribution as possible will be organized on a personal contact basis, representing all of the Authority's facilities. A system will be developed so that all brochures and promotional literature can be reordered direct, by mailing a request card, and brochure racks will be provided if required. Also, a method of distribution by a vehicle will be established in 1981. Day Passes, to the Authority's facilities, will be given out to agency contacts that distribute the Authority's literature. pSC-14 - 2 - The Marketing Program will work closely with library systems for mass distribution, as well as investigate other organizations that can support the Authority by distributing pertinent information. Material is now being given out, promoting the Authority's Winter facilities, but major promotion of the cross-country facilities and events will begin in the early part of December and run through until the middle of January. The major effort to publicize the Authority's Spring programs will begin late in February. WRITTEN AND PHOTO RELEASES) FLYERS AND POSTERS The high profile program that was initiated this year, to promote the Authority's facilities and events, will continue in 1981, or until any redirection is forthcoming from the Marketing Study. The success of this method of informing the public can be easily measured in the press clipping service and the attendance at special events. It has been noted that there is a need to obtain more black and white photographs of the Authority's Winter and Spring activities, for use by the press, special interest groups and for Authority literature. This project will be carried out next year. Also, the staff will photographically cover the new program at the Black Creek pioneer Village - "A Taste of Maple" - keeping in mind that this is not a maple syrup production program. There is also a need to update the black and white photographic files for Kortright and the Conservation Areas. Authority photographers will be working some Saturdays and Sundays at peak times. The policy of writing and distributing news releases as often as necessary will continue, the one-page weekly synopsis of Authority activities will still be done for use by the electronic media and the suggestion of consolidating the releases in a large format will not take place. -.-.....,"'" .....- - 3 - FIUlING OPPORTUNITIES FOR T.V. SPOT ANNOUNCEMENTS At the present time, the Authority has fifteen television public service announcements, covering all aspects of the programs offered to the public. There is an obvious need to update some of the spot announcements and this will be started in the Winter and Spring period, with the ultimate idea of producing a number of new ten and thirty-second public service announcements for distribution in the Winter and Spring of 1982. It has been recommended that we look into the production of spot announcements, including Labrador trials and Husky Dog races for Winter and Spring, and canoeing, boating and picnicking for Summer and Autumn. There is a possibility that funding for the production of these films would have to come out of operations and other avenues of financial support will have to be investigated, because of the high costs of production. MEDIA RELATI'ONS A special effort will be made by the staff to work more closely with representatives of the media, which will result in greater exposure for the Authority's programs. The mail system is used extensively to distribute information and a good mailing list of Authority supporters has been established. However, every attempt is made to maintain this list as current and effective as possible. 1980.11. 24