a good place STRATEGIC PLAN GOALS Strengthen the brand & enhance product appeal & quality Improve service to members & effectiveness of MMA management and marketing Participate in maintaining integrity of environment & contribute to LED Increase visitors to the Midlands Meander VISION: To become the leading tourism destination in KZN in a manner that benefits our members, our local communities & natural environment.
Annual turn over of 180 MMA business was approximately R359m Annual wage bill R63 million MMA members employ 2100 employees in all categories Purchases from the local economy (excluding Pmb) R38 million Q: If this is the current impact, how do we increase local & international attention and gain bigger market share, simultaneously widen the scope for LED & community development projects? Partner with key stakeholders and remove reputation of `elite, white, stale, has-been’ Widen our reach through further collaboration Find creative ways to address these key findings Need to strengthen the MMA’s balance sheet Need for updated research Statistics from the MMA Economic research survey 2008 - RECAP a good place
a good place A brand is both a strength and a weakness. If you allow the offering to become tired, old, and stale, it will become a hindrance A refreshing strong brand will appeal to wider markets REVIVE ARTS & CRAFTS FOCUS Fee structure: reviewed. Attract new artists: inc. # of artists & crafters. From 6 artists in 2008/2009 brochure, new Guide boasts 20 Living Artists, 6 sculptors, 6 emerging artists and 4 x co-ops = 36 Create icons: Inc. marketing & print exposure - emerging & LA’s, dedicated Arts & Crafts website pages with packaged courses to heighten visibility – build ICONS. TEP for product development & exhibition opportunities for artists. Working with independent companies for international market access. Promote Craft Guild: Revival of Rolling exhibition, pr & marketing efforts, dedicated page on A & C section on website. Identifying South African galleries to exhibit sculptors work. Front of house tour: market your neighbour. GOAL 1: Strengthen the brand & enhance product appeal & quality
a good place REVIVE ARTS & CRAFTS FOCUS cont. Position brand around value statement: ALL partnerships explored meet mutual understanding of value statement: “Our assoc. is a collective of creative & hospitable people, making a living at a gentler pace. We strive at all times to conduct our business in harmony with our community & the natural environment. We deal honestly & respectfully with visitors, fellow members, employees & surrounding communities” Exploring branded clothing and accessories lines, collab. Members, LED opportunities & City Showcasing opportunities ie. V & A, JHB shops (job creation, inc. market access, visibility of brand) Identifying shortfalls in the arts & culture markets and addressing these. Packaging arts & crafts tours, literary, music and performing arts, showcasing brand = value statement. GOAL 1: Strengthen the brand & enhance product appeal & quality
Newsletter to strengthen member commitment and buy in from community Coverage to date: Mercury, Witness, Midlands Life, Sunday Tribune, Meander Chronicle, Village Talk, Drakonteur, Classic cars, Skyways, PCB Blitz, ECR, multiple websites, Country Life, Getaway, WWW, Marriage Meander, Southern Explorer, City Press, Food & Home, House & Leisure, Dolce Vita, Longevity, Rapport, Taste, Rooi Roos, Living and Loving, Weg, Go, De Kat, Kyknet, Travel Africa, Sowetan. Budget spend: less than R60 000. Print value exposure Sept 2009: R500 000 Radio value exposure: Dec & Jan:R650 000 INNOVATION, CREATIVITY, OUT THE BOX – But need good stories going forward. PLUS: Communication focus: Free Training to the value of R480 000 PLUS: Community driven focus: Arts & Crafts Incubator: needs ascertained from driving inc. A&C LED. Plus lack of triple bottom line focus inhibiting brand growth.
a good place Broaden brand appeal: to emerging & niche markets: Some statistics on key markets: BLACK DIAMONDS: STATS Investigated needs of black market – emerging & established through research & meetings. Spending power from R180b in 2007 to R250b in 2008 Spending now equals that of white spending Needs to escape, relax & ‘be their true selves’ Meaningful ways to be a part of Black Diamonds’ market - entertainment & relaxation space e.g. wildlife, sport, parties, golf, outdoor interests, high society, glamour, music Good brand ambassadors. Surge of emerging travellers, Mzanzi youth, Start-me-ups & young families Market shifting at a radical pace 50% of population under 24. 41% is under 15. Implications on economy. Emergence of the “cheetah generation” The cheetahs are not only changing politics and driving economics, they are also redefining the future of the African consumer market characterised by music, sport, fashion, fast food and the cell phone. It is an aspirational market that abounds with opportunities for those with courage and insight.
a good place THE PINK MARKET: STATS 79% have hobbies – arts, crafts, music, food & wine, décor, lifestyle, travel, fitness, hiking, wellness. 70% live in Gauteng & W Cape R30 000 average monthly income 77% own own properties 58% dine out five or more times a month, 58% are wine drinkers 74% are consumers of luxury goods Looking for responsible tourism destinations Increasing number of Black market `out of the closet’ AFRIKAANS MARKET: STATS 33% of SA travellers are Afrikaans 515 000 stay in hotels per annum Of the 407 000 SA air travelers, 100 000 are Afrikaans Over 1 000 000 Afrikaans travelers enjoy outdoor and game experiences The Afrikaans market equates to a third of all domestic travel
a good place GREEN MARKET: STATS Our natural environment and rural atmosphere is our greatest asset (Findings of the MMA Econ. & Marketing Research Project (UKZN). Groundswell international tourist demands for environmentally sound & ethical destinations Visitors – more discerning. want peace of mind that they are booking with globally recognised accredited organisations & establishments Need to address sustainability on all levels. Green/ Eco-tourism cannot stand alone, disregarded by int. market. Needs to be part of triple bottom line. SA needs further education and projects to showcase. New SA legislation March 2010 to enforce and encourage. Responsible tourism product contributes 30% when factoring contributing an inc. in business t/o.
a good place KZN FILM destination STATS Locally-realised benefits for communities, local labour force, tertiary services, tour guides, location hire, accommodation & services Int. successes: Lousiana : $600m (2005) to $1b (2009), 3000 jobs created KZN growing : R236m (4.47%) per annum Contribution to KZN GGP is 0.19%, contribution to GDP 0.01% After 20 years Field of Dreams continues to draw 65,000 sightseers a year to a cornfield in Iowa where they collectively spend over $1 million a year at the t-shirt concession. This is a prime example of community development projects “From what I earned on The Blood Diamond filmed in KZN, I was able to afford to pay for my youngest daughter’s first year at a nursing college. I would never have been able to afford this on what I used to earn in the clothes factories.” Seamstress Eunice Gumede, wardrobe department
a good place Eco, sport & voluntourism STATS Sporting, health, activities : significantly growing sectors in tourism. Add value to sporting ie music – widen appeal. 100-thousand people take volunteer, responsible tourism & eco vacations per annum Volunteer & eco vacations are one of the fastest growing segments of the travel industry Can be tax-deductible for traveler Education & awareness campaign required – target SA consumer
a good place Broaden appeal : ACTION Additional niche markets: Weddings: Partnered with Marriage Meander. Dedicated website within MMA site and reciprocal links. Conferences: Business tourism – meetings Africa, CT Indaba, DBN Indaba. Birding: Packaging eco-focused tours, wider route collaboration. Foodies: Cuisine collective. Packaging of tours, party buses, Eat in the street. Activities: Packages Increased PR & marketing opportunities through partnerships
a good place Maintain quality stds & diversity of product & services Membership criteria: reviewed, inc. categories, membership 169 members 12 months ago, now 214. Standards enforced & review inc. From 2010 Dept of Tourism will accredit independent schemes to assure quality and consistency of standards Triple bottom line: ethical travel Keep up with tourism trends : ongoing research & monitoring. Maintain, encourage & market diversity of offerings: Identified lack of new product development as core inhibitor to growth. Partnering with credible organisations Increase training & skills development, education & awareness drive to maintain and improve standards. Improve roads and signage
a good place Develop plan for staff to grow relationships with members Market your neighbour Training AGM & Birthday celebration Support of members events Support of media & other stakeholder events – launches, events, Royal show – DISKI etc. Providing support to members at no or little cost ie training, GOOGLE, radio, print, newsletter Tour packages brings collaboration and strengthens relationships
a good place Identify most effective marketing media Website – own plus reciprocals Radio – new project in the pipeline Television – doccie being filmed - multiplatform Shows, events, summits, exhibitions Events & unusual campaigns i.e. Diski, TonyTractor Media partnerships - Strengthen links/ reciprocal opportunities Identifying niche markets Guide distribution & print run : 60 000 & DL’s. Strengthen links with CTO’s – N3 gateway, TKZN, SAT Create interesting news stories. LED with a difference.
a good place GOAL 3: Participate in maintaining integrity of environment & contribute to LED Develop policy & strengthen links : IN LINE WITH VALUE STATEMENT Ezemvelo MoU to leverage funds & KZN buy-in (funding allows for project manager role) Municipalities and district buy-in & access to funding FTTSA - negate effects that could harm aesthetic & sense of place. “Fair Trade in Tourism is about ensuring that the people whose land, natural resources, labour, knowledge and culture are used for tourism activities, actually benefit from tourism”. Fair Trade tourism sales inc. 22% in 2008. Best practise observed LED – skills incubator, responsible tourism Increased black tour operators & guides Local suppliers
a good place GOAL 4: Increase visitors to the Midlands Meander Creative ways of enticing visitors: INCREASE VISIBILITY & KNOWLEDGE OF PRODUCT Packaged tours & incentives: Gauteng & KZN Understanding Niche markets: Sho’t left, Diamonds, Pink, Afr, Eco, Volun, Sport, Business, health, Cultural needs Increased media exposure, media tours, leveraging spend through partnerships Co-branding of select social initiatives i.e. Tony Tractor Filming of Documentary for multi-platform use globally plus Film friendly destination – build the field… Celebrity Ambassadorship: Jason Hartman, Tony Tractor, Gcina Mhlope Encourage Black entrepreneurs Work with provincial, national & global media authorities
a good place Ways to consolidate above activities and direction PROJECTS 1)Green / Responsible Tourism project 2) Arts & Crafts Incubator (LED) 3) Birthday Bash Women’s day Literary Festival & Philharmonic (fundraiser) 4) Golf Extravaganza (fundraiser, top LSM) 5) Film documentary 6) Merchandise & clothing 7) Co-branding events
a good place TO RECAP: Strengthen the brand & enhance product appeal & quality Improve service to members & effectiveness of MMA management and marketing Participate in maintaining integrity of environment & contribute to LED Increase visitors to the Midlands Meander Vision: To become the leading tourism destination in KZN in a manner that benefits our members, our local communities & natural environment