V.I.C.T.A. MARKETING PLAN:

The success of the VICTA marketing strategy is based on connecting several marketing concepts, and leveraging them to fulfill considerable market demand. 

1)      Memberships:

Bring stakeholders together.

Membership fees include the cost of an effective brochure and web page campaign.

Members are included in tours, brochure, e-mail newsletter, web pages and member regions included in media relations campaign.

2)      Brochure (Free Map & Guide):

“Lure” piece is produced and distributed in target markets.

Brochure promotes tours and brings readers to web page.

3)      Web page:

Web page promotes area, tours, events, membership and invites more participants in e-mail campaign.

4)      Events:

    Events bring profile to region as a cycling destination, as well as bring out of town participants. Invites more participants in e-mail campaign.

5)      Media Relations:

Media will be solicited to write about tours, and events, and will provide readers with web page info.

6)      Print Advertising:

Print advertising in target market publications will draw readers to tours, events, and web page.

7)      E-mail newsletter campaign:

Regular updates and promotions to opt-in participants.  Promotes members, tours, events, and web page. 

Marketing and Projects requiring support 

►    Press tours of the cycling products available in our region.

            Press from cycling and adventure publications.

            Press from travel and leisure publications.

►    Advertising in major cycling publications.

►    Market research.

General: Contact a current list of e-mail respondents, and ask them their views on cycle tourism products.

            Target: Contact all available cycling organizations, and ask them their views on   cycle tourism products.

►    Staff for research

Spend time on computer doing e-mail surveys and direct marketing.

            Spend time interviewing Visitors.

►    BC Ferries issues

Improve bike racks and facilities on all vessels.

Use BC Ferries as a major sponsor/partner, as “Island-hopping” a feature.

►    Signage issues

Signs on the trails.  Signs to the trails.  Signs on major routes.

►    Images

            Many more outdoor images, of a dramatic nature, featuring cycling.

►    Secure bike storage

More racks on street.

Many locations for supervised storage. 

Direct Benefits:

Membership includes:

►    A formatted advertisement for your region or business in CYCLING THE ISLANDS Free Map & Guide. ($695. value).

►    High quality production

►    30,000 copies distributed in Adventure outlets throughout British Columbia and Washington State, and on BC Ferries.

►    Upgrade to larger advertisements available.

►    A formatted advertisement on CYCLINGVICTORIA.COM and CYCLEVANCOUVERISLAND.CA

►    Your region or business will be included in recommended tours of Vancouver Island.

►    Your region or business will be included in e-mail newsletter campaign.

►    Your region of business promoted to the media. (No assurance that media inclusion).

►    ONGOING SUPPORT and PROMOTION from staff Coordinator. 

In addition to identifying the principal routes and interesting tours, the following initiatives are considered important objectives for VICTA: 

1.       Inventory cultural and historic sites, other points of interest along route

2.       Inventory bike-friendly accommodations and services along route

3.       Develop a guide to accommodations, village centers, roadside services

4.       Identify specific needs and interests of the cycle touring market and make specific suggestions for making the region bicycle-friendly

5.       Hold workshops for country inns, B&Bs, guesthouses, eateries and other services on how to become bicycle friendly