the village of hastings - home - trent hills · strategic marketing & communications plan for...

Strategic Marketing & Communications Plan for

The Village of Hastings

Prepared by Karen Stinson

...Marketing today leads to success tomorrow

February, 2012

P a g e | 2

TABLE OF CONTENTS

Page

Introduction .................................................................... 3

Objectives …………………………………………………. 4

Target Market ….............................................................. 4

The Perspective ............................................................... 4

Open Communication .………………………………….. 5

Participation .................................................................... 5

Marketing Tactics ….………………………….…..….. 6-11

Customer Service ……..…………………………….……. 11

Policy of Appreciation .………………………………... 12

Opportunities ………...…………………………………….. 12

Review and Assess ……….……………………………... 13

Overview .………………………………………………….. 13

Budget .…..…………………………….………………. 14 -15

Appendix A: Suggested Events & Activities …………………………..16

Appendix B: Topics for Media Releases ……….……….……............. 17

Appendix C: Media Contacts ………………………………………….. 18

Appendix D: “Discover Stay and Play” Program …....….…….. 19-21

T: 905 396 8504 |[email protected] | www.in2marketing.ca

mailto:[email protected]

http://www.in2marketing.ca/

P a g e | 3

INTRODUCTION

Parks Canada has recently announced that vital repairs to the bridge in Hastings will

necessitate the temporary closure of Highway 45 in October, 2012 for an estimated

period of 16 weeks. A number of residents have already taken positive action to lessen

the impact of the pending closure by forming “Hastings Helpers” – a volunteer group

designed to help residents, coordinate services and encourage open communication.

The Municipality of Trent Hills is considering a marketing and communications strategy to

assist the Hastings business community. By taking a proactive approach, the

Municipality hopes to minimize the impact that the temporary bridge closure may have

on local businesses and residents.

The development and implementation of a Strategic Marketing and Communications

Plan for the Hastings business community is a proactive call for action, a positive step

towards creating an opportunity to build community spirit and introduce new marketing

and promotional programs in the lead up to and during the reconstruction of the bridge.

The purpose of this Marketing and Communications Plan is to identify strategies which

will assist in educating, creating awareness and disseminating information about the

Hastings businesses and the reconstruction project; ultimately inspiring enthusiasm,

strengthening local businesses and drawing attention to the important role they play in

the village and surrounding communities that make up the municipality of Trent Hills.

This Strategic Marketing and Communications Plan is a step-by-step process that clearly

and logically summarizes how the business community will engage the intended

audience(s) for the purpose of retaining existing customers, encouraging customer

loyalty and building awareness of the products and services offered. It may be

challenging to attract new customers during the reconstruction period, except during

special events; therefore the Marketing and Communications Plan will focus primarily on

retaining existing customers and promoting „Shop Locally‟.

The Plan will provide innovative marketing and communications solutions designed to

achieve the marketing objectives outlined on page four, yet remain realistic, practical,

easily implementable and financially affordable.

This Marketing and Communications Plan has been developed specifically to assist the

business community during the period of the bridge closure. However, it has the

potential to continue enhancing the marketing strategies long after the reconstruction

has been completed.

P a g e | 4

OBJECTIVES

The following Marketing and Communications objectives have been established by the

Municipality of Trent Hills:

1. To clearly articulate the important role the Hastings business community plays in

the health and well-being of the village and the Trent Hills area.

2. To raise awareness of the products and services being offered by the Hastings

business community.

3. To retain existing customers, encourage customer loyalty and promote shopping

locally during the period of the bridge closure.

4. To inform the public about special events, activities, services and construction

progress.

TARGET MARKET

An essential step in marketing is to identify and focus efforts on a target market (or target

audience) that will value the products and services that the Hastings businesses have to

offer. The Municipality of Trent Hills has identified the target audience as:

Residents of Hastings and Trent Hills area.

Those who currently travel through the Village of Hastings for work or leisure.

Churches, chambers of commerce, service clubs, healthcare providers and other

community organizations.

The more that is known about the target market, the easier it will be to tailor the

marketing message to reach the specific audience. Understanding the customers‟

needs on a more personal level will make it easier to truly engage with them.

Recommendations:

Based on recommendations from the Trent Hills Chamber of Commerce, select

media outlets will be employed to ensure the marketing message is received by

the target audience (i.e. radio, internet, newspapers, etc.)

Liaise with organizations such as the Chambers of Commerce and the Hastings

Helpers to maximize information-sharing opportunities.

THE PERSPECTIVE

The main perspective of the Marketing and Communications Plan is to encourage

residents of Hastings and the Trent Hills area to support the local business community by

shopping locally. There is no doubt that the closure of the bridge will have an impact

on business and the daily life of the village. However, the repairs are necessary and the

closure is unavoidable. Therefore the community can choose to see this as an

opportunity to strengthen community spirit.

If the Hastings business community is to expect loyalty and support, it is imperative to

ensure that their products and services measure up to the customer‟s expectations.

Attention to detail is key to success – a welcoming and inviting atmosphere,

P a g e | 5

knowledgeable and helpful staff, an innovative customer loyalty program, are just a few

of the reasons customers may choose to shop in Hastings.

OPEN COMMUNICATION

Developing a communications plan is a step-by-step process that clearly and logically

summarizes how an organization will engage the intended audiences. Open dialogue

and consideration of all opinions will lead to better decision-making in the best interests

of the entire community.

Open and constructive communication between all stakeholders is necessary to the

success of the marketing strategies. All participants must embrace the principle of two-

way communication.

Recommendations:

Sometimes businesses don‟t fully understand what customers truly value.

Regularly ask them and then use this information to refine the products and

services. Your customers are more likely to recommend your business when they

feel you appreciate their opinion.

Individual businesses should build a database of customer contact information

(telephone numbers or email addresses). Use this information to keep customers

informed about new products, services, sales events, special offers and new

initiatives such as a delivery service, on-line/telephone ordering, etc.

Each business owner should ensure that he/she and members of staff are well-

informed about events and activities taking place in the community and willingly

share this information with customers.

Businesses can reach more prospective customers and maximize the marketing

budget by taking advantage of opportunities to partner and cross-promote with

other businesses and organizations (i.e. the chambers of commerce,

Northumberland County Tourism, Trent Severn Waterway’s ‘Discover Stay and

Play’ (DPS)program – see Appendix D on page 20).

Regular communication with other businesses and stakeholders will ensure that

they are well informed about your products, services, special promotions or sales

events and can effectively share this information with others. (i.e. Hastings Helpers

Facebook, chamber newsletters, church bulletins, MP’s website, etc.)

PARTICIPATION

Participation by all stakeholders is crucial to the success of the Marketing and

Communications Plan. Every business owner and employee who interacts with a

customer or prospective customer is performing a marketing function. THEREFORE THE

MARKETING OF THE VILLAGE OF HASTINGS AND TRENT HILLS AREA IS THE RESPONSIBILITY OF

THE ENTIRE BUSINESS COMMUNITY! If this has not been a priority in the past, the

introduction of a new focus on marketing may meet with some resistance from those

reluctant to embrace change. The newfound emphasis on marketing should not be

considered an option, but an expectation and an opportunity to foster community spirit.

P a g e | 6

Recommendations:

Plan ahead! Be open to new ideas and think outside the box!

o Review and update your company‟s website (or launch one, if you

don‟t already have a presence on the World Wide Web); If

necessary, have some training on how to take full advantage of on-

line and social marketing.

o Consider a satellite location (shared with a business from the other

side of the bridge;

o Consider implementing a customer loyalty incentive and a delivery

service.

o Encourage input from employees and involve them in brainstorming

marketing and promotional ideas and delegating responsibilities.

Strive to provide a level of service that meets, or better yet exceeds the

customers‟ expectations. If necessary, provide customer service training to ensure

that all staff are willing and able to offer the level of service your customers

expect.

MARKETING TACTICS

To achieve the objectives as outlined on page 4, implementation of the following

marketing tactics is recommended. (Note: I have endeavoured to list the marketing

tactics in priority. However, some modifications may be required after further

consultation with the Hastings business community and the Municipality of Trent Hills).

1. CREATE A CALENDAR

A calendar will be developed to identify, coordinate and budget for marketing

opportunities, seasonal trends, special events and activities, schedule media releases

and advertising.

Recommendations:

The calendar will be updated on an on-going basis and the information shared

with the entire community, the media and other key individuals and organizations

(such as Northumberland County Tourism and the Trent Severn DPS program).

The calendar will be accessible on-line.

Recommended optimal commencement date: immediately

Focused on achieving Objectives 2, 3, & 4 (as outlined on page 4).

2. MEDIA, COMMUNICATIONS & PUBLIC RELATIONS

A coordinated media, communications and public relations strategy will be

implemented to inspire the community to get involved and to ensure that the Village of

Hastings maintains „top-of-mind‟ awareness both during and after the construction

period. „Media, Communications & PR‟ includes the following:

P a g e | 7

Creative Strategy

The objective of a creative strategy is to develop a brand (or an „image‟) that is instantly

recognizable and synonymous with the village of Hastings. The new creative design will

be incorporated into all marketing materials to maintain uniformity. It is advisable to first

discuss and determine the approach – will the new „brand‟ be used strictly to market the

community during of the reconstruction? Or do you wish to have a design that can be

modified for use after the reconstruction period?

Recommendations:

Engage the services of a graphic design company to develop a creative strategy

that will focus on creating a sense of community spirit and enthusiasm; and will

ensure that the marketing campaign is truly memorable.

To maintain a consistent „look‟, the new creative strategy will be used on all

marketing materials such as website, signage, brochures, postcards, posters,

banners, flags, buttons, window decals, advertisements, stationary, etc.

All businesses and partner organizations will be encouraged to incorporate the

new logo and/or tag line in their advertising and marketing initiatives.

Ensure the website address appears on all marketing materials.

Recommended optimal commencement date: Mar/April, 2012

Focused on achieving Objectives 2, 3 & 4 (as outlined on page 4).

Website

A website is an essential marketing tool and is the key to disseminating information to the

broadest possible target audiences, i.e. the general public, the media and other

stakeholders. In order to maximize traffic („hits‟), the Hastings website will need to be

known. The website address should feature prominently in all advertising, marketing

materials, media releases and other correspondence. The website should be

maintained and updated regularly to ensure that the information remains current.

Recommendations:

Design and launch a user-friendly website. (May be an independent website or

alternatively could be incorporated on the municipal or chamber of commerce

website)

Ensure information contained on the website remains current and up-to-date.

Consider adding a blog on the website for daily updates etc. (this can be linked

to a Facebook page).

The website should include a calendar of upcoming events, sales and special

offers, transportation details, local news and information, reconstruction updates

and an on-going photographic progress report, etc.

Include links to all stakeholders, businesses and partners such as the chambers of

commerce and the Hastings Helpers.

Recommended optimal commencement date: May/June, 2012

Focused on achieving Objectives 1, 2, 3 & 4 (as outlined on page 4).

P a g e | 8

Other Electronic Marketing

Electronic and Social media are fast becoming essential, efficient and cost effective

marketing and communications tools.

Recommendations:

Take advantage of the potential for creating word-of-mouth advertising, by

participating on social networking sites (Facebook, Twitter) and blogs.

Promote special events, activities and sales promotions by submitting information

for inclusion in the „Coming Events‟ section on local media websites like

www.northumberlandview.ca www.gonorthumberland.net Most local

newspapers, radio and television stations will also post this information on their

websites, usually at no charge.

Promote specific events on other regional and provincial sites. For example, a

family fishing derby: www.gofishontario.com www.familyfishingweekend.com

Contribute information for inclusion in websites and e-newsletters of other

organizations such as the chambers of commerce, Northumberland County, DPS,

local churches, service clubs, social agencies and healthcare providers.

Recommended optimal commencement date: Fall, 2012


Newsletter

A newsletter is another excellent tool for creating and maintaining „top-of-mind‟

awareness. Topics for content should include information on up-coming events,

contests, sales and promotions and the progress of the bridge reconstruction. The

newsletter could also include information on transportation, car-pooling, stories from

residents describing how they are resourcefully handling the bridge closure.

Recommendations:

Create a template for both print and electronic versions of the newsletter,

maintaining a consistent „look‟ with all other marketing materials.

Build/maintain a database of contact information of those interested in receiving

the newsletter.

It is imperative to establish and adhere to a distribution frequency (i.e. weekly, bi-

weekly, monthly, etc.)

An alternative approach may be to modify and piggyback with the existing

„What‟s Up Hastings‟ newsletter.

Recommended optimal commencement date: Summer, 2012


Media

Media releases are an effective and inexpensive means of circulating information. By

writing and distributing a media release instead of relying on media personnel to create

their own storyline, the Hastings business community will have more control over the

message that eventually makes its way onto the radio, television, or into the newspapers.

This ensures that the information is accurate and from the perspective of the Hastings

http://www.northumberlandview.ca/

http://www.gonorthumberland.net/

http://www.gofishontario.com/

http://www.familyfishingweekend.com/

P a g e | 9

business community, not the journalist. Do not expect to have a big feature story on

each attempt. Start by building a relationship with media representatives step by step.

Media releases will not always get picked up, but often lead to a request for more

information, a photo opportunity and a quote or comment regarding other related

stories. (*see Appendix B on page 18, for a list of suggested media release topics)

Recommendations:

Develop and implement Policies and Procedures guidelines for interacting with

the media.

Determine who will be the official spokesperson for the Hastings business

community. It is imperative that the spokesperson maintains a positive outlook.

(Negative media coverage will not encourage visitors to the community).

Maintain a media presence by routinely issuing media releases to build awareness

and excitement in the lead up to a special event, or to provide progress reports

on the reconstruction. Include interviews with, or information about participating

businesses and organizations.

Consider running an extensive „advertorial‟ feature in local newspapers (at the

beginning of the reconstruction and again once the project is complete).

Focus on the positive, not the negative and remember to submit only newsworthy

topics otherwise the journalist may disregard it as thinly veiled advertising.

Get to know key people in the media who may be interested in covering your

story ideas.

Invite the media to attend photo opportunities at special events (i.e. the official

re-opening of the bridge, winter carnival, etc.)

When an important announcement is being made, consider hosting an event

especially for the media.

Whenever possible, always provide information to the media in a written format

instead of verbally to alleviate the risk of error or miscommunication.

Develop a brief paragraph that best describes the Hastings business community

and include this in all media correspondence.

Run „coping stories‟ with prizes for the funniest, most creative, etc.

Recommended optimal commencement date: April/May, 2012


Advertising

A regular and consistent advertising campaign (print, radio and electronic) will help to

keep the community informed and maintain „top-of-mind‟ awareness.

Recommendations:

Create awareness for the Hastings business community and up-coming events

and activities by implementing an advertising campaign in the local newspapers

and radio.

Negotiate additional media coverage. For example, a radio advertising

campaign will have more impact when combined with regular weekly on-air

interviews and updates. The same principle applies for print and electronic

advertising.

P a g e | 10

Electronic advertising opportunities should be investigated on websites such as:

www.northumberlandview.ca

www.gonorthumberland.net,

www.emcnorthwest.ca

www.northumberlandnews.com

All advertising should direct the reader or the listener to the website where they

can access more detailed information.

Consider offering „co-operative‟ advertising opportunities (business owners would

benefit from reduced advertising costs subsidized by the Municipality of Trent Hills)



(*See Appendix C on page 19, for a list of media contact information).

3. SPECIAL EVENTS AND ACTIVITIES

Sales promotions, special events and activities are excellent ways to kindle community

spirit, increase business and create opportunities for media coverage.

Consider creating a Hastings passport or Hastings prepaid dollars or gift certificates.

Customers would have the passport stamped each time they visit a Hastings business.

All those with a completed passport would be entered into a draw to win a significant

prize package.

Hastings dollars or gift certificates could be purchased at a discount but must be spent

at local businesses during the period of reconstruction. As an example, purchase $100

Hastings dollars for $85 and redeem at any participating business for $100 worth of

merchandise or services. (A similar project was successfully implemented by the

Cobourg chamber of commerce several years ago.)

(*See Appendix A on page 17, for other examples of event ideas for consideration).

The ideal scenario would be to host a community event or activity that will grab the

attention of not just the local media, but perhaps national television such as the Rick

Mercer Show.

Recommendations:

The Hastings business community, along with other community groups and

organizations, will work together to plan and implement special events, sales

promotions and activities that will encourage participation by the entire

community.

In addition to community-wide activities, individual business owners will take the

initiative to plan and implement their own activities such as a sale, product

demonstrations, draw prizes, etc.

http://www.northumberlandview.ca/

http://www.gonorthumberland.net/

http://www.emcnorthwest.ca/

http://www.northumberlandnews.com/

P a g e | 11

Partner with the Trent Severn Waterway‟s “Discover Play & Stay” program (DPS) to

offer promotions and communication of events and community activities. (*See

Appendix D on page 20)



CUSTOMER SERVICE

The business community in Hastings needs to convey the message that they are open for

business and willing to do whatever it takes to help customers through the reconstruction

period. Attention to detail and customer service are key to the success of any business

or organization! It begins with a welcoming and inviting ambiance, a friendly voice on

the telephone, caring and helpful staff, loyalty incentive programs and products and

services that meet, or better yet, exceed the needs and expectations of the customer

during this challenging period.

Often businesses don‟t fully understand what customers want or truly value. Make a

point of asking them and then use this information to deliver products and services that

will fulfill their needs. When customers are treated well and feel that their patronage is

genuinely appreciated, they are more likely to remain loyal. Word-of-mouth advertising

will flow freely and they will willingly promote the Hastings business community.

Recommendations:

Individual businesses should establish a customer service policy for all staff to

ensure continuity in the level of service (provide training if necessary or participate

in a customer service workshop).

Offer a delivery service (either independently or in cooperation with other

businesses).

Offer telephone and on-line ordering/purchasing (provide training if necessary or

participate in a workshop).

Create a positive first impression by ensuring that your storefront and all areas of

your business premises that are accessible to the public are clean, tidy and well

lit.

Periodically survey customers to assess if your products and services continue to

meet their needs (verbally, on-line or written survey) and be prepared to consider

responses objectively, not defensively and act accordingly. Thank them for their

input even if it‟s not what you had hoped to hear.

Note: Some of the information in this section has been repeated elsewhere in this

document. However, the importance of customer service cannot be overstated.


Focused on achieving Objective 3 (as outlined on page 4).

P a g e | 12

A POLICY OF APPRECIATION

Did you know it costs six times more to attract a new customer than it does to retain an

existing one? When a customer is treated well and feels that the staff is genuinely

interested in his/her wellbeing, they will remain loyal and willingly promote the business.*

It will be a challenge to attract new customers during the period of reconstruction;

therefore it is all the more crucial to focus on retaining existing customers.

Recommendations:

Individual businesses should introduce a customer loyalty program (i.e: free

delivery on purchases over $50; purchase four coffees, get the fifth one free)

When a customer refers a new client to your business, be sure to show your

appreciation with a „thank you‟ phone call, hand-written note or a small gift.


Focused on achieving Objective 3 (as outlined on page 4).

* Note: The same principles apply to employees. When employees (and volunteers) feel

their hard work is appreciated, they will go the extra mile. The old adage that a

customer will tell considerably more people about a negative experience than a

positive experience, also applies to the staff and volunteers. NEGATIVE OR DISGRUNTLED

STAFF CAN BE DETRIMENTAL TO THE WELL-BEING OF YOUR BUSINESS OR ORGANIZATION.

OPPORTUNITIES

As the saying goes – “When life gives you lemons, make lemonade”. The temporary

bridge closure may provide opportunities for entrepreneurial-minded residents to start

new business ventures such as a taxi service, delivery service or on-line sales

development and training programs.

Special events and activities implemented during the reconstruction period may have

the potential to become annual occurrences on the Hastings and Trent Hills events

calendar.

There may be opportunities for business owners and employees to take advantage of

training workshops and seminars that will assist them in growing their businesses.

With a little creative thinking, business owners may be able to arrange space sharing „on

the other side‟.

By embracing a strategic marketing and communications plan which focuses on

specific tactics designed to reach the identified target audience, the Hastings business

community has the potential to continue growing and developing long after the bridge

reconstruction project has been completed.

NEVER UNDERESTIMATE THE POWER OF WORD OF MOUTH, QUITE POSSIBLY

THE MOST EFFECTIVE FORM OF MARKETING!

P a g e | 13

REVIEW AND ASSESS

A regular review of the Strategic Marketing and Communications Plan is recommended

to ensure flexibility by taking advantage of other marketing opportunities which may

arise; and to assess the effectiveness of the promotional and marketing activities already

in place.

OVERVIEW

Ensure participation by ALL stakeholders.

Maintain open, two-way communication.

Determine who will be responsible for implementing the marketing plan.

Establish Policies and Procedures guidelines for those interacting with the media.

Determine who will be the official media spokesperson.

Create a calendar of proposed activities and special events.

Develop a creative campaign theme to be used in all marketing materials – signs,

posters, brochures, window decals, banners, print advertising, etc.

Design and launch a user-friendly website.

Use electronic marketing to keep customers and other stakeholders informed (i.e.

Facebook, Twitter and local media websites)

Plan and implement special events, sales promotions and community activities.

Create a newsletter.

Develop an advertising campaign including „co-op‟ opportunities (print and

radio).

Send out regular progress reports and media releases.

Negotiate additional „free‟ media coverage (i.e. on-air interviews).

Organize media events and photo opportunities.

Provide excellent customer service (provide staff training, if necessary).

Implement a customer loyalty program.

Look for opportunities.

Review and assess and remain open to new ideas.

in2 marketing would be pleased to provide additional information, answer any questions

and assist with the implementation of the marketing tactics outlined in this document.

Once the Strategic Marketing and Communications Plan has been

approved, the next steps should be to:

Identify which components of the Plan will be implemented (should budget

limitations not permit implementation of all Marketing Tactics).

Establish a timeframe for implementation.

Determine who will be responsible for carrying out each of the components

of the Marketing and Communications Plan.

P a g e | 14

PROPOSED MARKETING BUDGET March, 2012 - February, 2013

March, 2012 Design services - develop visual concept / website / newsletter template 5,000.00

April/May,2012 Marketing materials - Buttons / Window Decals / Posters 1,700.00

June, 2012 Community newspaper (GTA) 1/8 page advertisement (2 insertions) inc. graphic design 800.00

July, 2012 Community newspaper (GTA) 1/8 page advertisement (2 insertions) 600.00

One - full page "Co-op" advertisement* in local newspaper. Inc. graphic design services 600.00

Radio Advertising 2,000.00

Miscellaneous 100.00

August, 2012 One - full page "Co-op" advertisement* in local newspaper 500.00



September,2012 Radio Advertising 2,000.00


October, 2012 Sp. Event (to be determined) - Bridge Closing event - , Passport or Hastings dollars 3,000.00

Banners (at either end of the bridge) 1,000.00

One - full page "Co-op" advertisement* in local newspaper 500.00


Miscellaneous (inc. Live Your Town on-line discount marketing) 500.00

November, 2013 Special Event (tbd) 1,000.00




December, 2013 Special event (tbd)- Christmas theme and/or First Night celebrations 1,000.00




January, 2013 Special Event (tbd) Winter Carnival - ice sculptures, sleigh rides, skating, ice fishing 1,500.00




February, 2013 Bridge Re-opening celebration (tbd) 1,600.00

Banners (for lamp standards - permanent) 3,000.00



P a g e | 15

February 2013 continued…


Total proposed marketing budget: $

40,000.00

BUDGET NOTES:

A. This budget may be subject to change once the special events have been determined and an advertising schedule has been established.

B. No provision has been made for implementation expenses.

* Newspaper co-op advertising: Full page $980.00

based on 6 businesses purchasing 1/8 page ad @ $80 ea (reg. $158.92) = $480

Municipality of Trent Hills would cover the balance of $500

Radio co-op advertising opportunities are also available

P a g e | 16

APPENDIX A. SUGGESTIONS FOR COMMUNITY EVENTS & PROMOTIONAL ACTIVITIES

Organize a „name the bridge‟ contest.

Organize a fishing derby (either a season opener and/or during the winter) to

build on Hastings reputation as one of Canada‟s top five fishing destinations

(World Fishing Network).

Launch a Trent HIlls Geocaching adventure, in collaboration with Mark Harper

including Geocoins. Trent Severn Waterway may consider creating a special

edition collector coin for the new bridge (perhaps made of steel from the

bridge?).

Have a winter carnival or street party.

A special DPS discount to encourage residents to visit the businesses during the

closure months only.

Passport to Hastings including things to do, offers and prizes for those who

complete the challenge.

A crazy craft race (similar to Port Hope‟s Float Your Fanny Down the Ganny).

Winners to represent Hastings at the Port Hope event.

Rubber duck races – better yet rubber tugboat races

Tug of war across the river

Weekend explorer routes/events:

o artisan route

o heritage route

o antiques route

o horticultural (garden) route

"Happenings in Hastings" photo challenge - pictures entered to be selected and

featured in 2014 Hastings Survival calendar (promoted through local

Camera/Photography Club or the Arts Council of Northumberland)

Organize a car or snowmobile rally (tap into Ontario Car Rally Clubs or

snowmobile associations). Make use of the rail bridge. This event could be called

the Hastings Loop - a circuitous detour of the detour.

o http://www.brooke.net/docr/

o http://www.rallysport.on.ca/

Modify existing events to encourage participants to do something to celebrate

(or overcome) the bridge closure. Create „Cross the River Challenges‟ by setting

up a temporary video conferencing for events such as Video bingo, Euchre,

Afternoon Socials, Darts League, Fitness/Yoga Classes, Line Dancing, Knitting

Club, etc.

Create themed sales, events or activities to celebrate :

o Robbie Burns Day, Jan 25 (become Scottish for the day)

o Valentine‟s Day, Feb 14

o Family/Heritage Day, Third Monday of February

o St Patrick's Day , March 17 (let's paint the town green; ugly green sweater

day etc)

o Easter, April

Organize a bridge re-opening party.

Note: some of these event ideas were suggested by the staff at the Trent Severn

Waterway, who have indicated a willingness to assist the community in creating a

festival or event to celebrate the re-opening of the bridge.

P a g e | 17

APPENDIX B. SUGGESTED TOPICS FOR MEDIA RELEASES

Progress reports on the reconstruction project.

Are new services being introduced?

Do you plan to expand the range of products and services?

Are you having a sale, special event or activity?

Have you secured significant funding or financial support?

Are you doing anything that is new or unique to the community?

Have you solved a problem in the community?

Is your marketing unique? Have you discovered new ways to market and

promote the Village of Hastings?

Has the village of Hastings, any of its citizens, businesses or community

organizations been featured in provincial, national or international media?

Coping stories with prizes for the funniest, most creative, etc.

Be consistent, without bombarding the media. Aim to create a media release that has

the potential to lead to another story (for example: „The Hastings business community is

holding a moonlight madness sale). This media release could be followed up after the

event with pictures of shoppers enjoying hot chocolate and street entertainment.

Do not waste words. Journalists are busy and do not want to wade through several

paragraphs to discover what it is you want to tell them. The first sentence should include

the angle for the story idea and get their attention right away. Remember WHO, WHAT,

WHERE, WHEN, WHEN & WHY. Keep the media release to one page and one topic. If

possible include a couple of quotations, this makes the journalist‟s job much easier.

Remember to finish off with a brief description of the Hastings business community and of

course contact information. If you are sending a release on a topic that will impact the

community (i.e. economic spin-off) consider also sending it to Northumberland County,

Trent Severn Waterway, MP and MPP offices.

P a g e | 18

APPENDIX C. MEDIA CONTACTS

Country 105 FM Konnie Krome, Account Manager

[email protected] (705) 742 8844 X 4432

Magic 96.7 FM,Star 93.3FM, Kelley Hennessey, Sales

107.9FM The Breeze & [email protected] (905) 372 5401

Gonorthumberland.net

Joe Snider, Newsroom

[email protected] (905) 372 5401

EMC Newspaper Tracy Keary, Advertising Sales


Terry Bush, Managing Editor

[email protected] (613) 966 2034 X 510

Community Press Nancy Janes, Advertising Sales

877 883 3030

Jennifer Cowan, Managing Editor

[email protected]

877 883 3030 X 41

Northumberland News, Crystal Crimi, Managing Editor

Business Times & [email protected]

The Independent: (905) 373 7355

Patricia Kulik, Advertising Sales

[email protected]

Northumberland Today & Sharie Lynn Fleming, Managing Editor

Go Magazine [email protected]

(905) 372 0131

Michael Klein, Advertising Sales

[email protected]

Watershed [email protected]

905-349-3584

Chex Television Todd Purvis

[email protected] (705) 742-0451

Classical 103.1 FM Tony Prinzen


Northumberlandview.ca Chris Pelletier, Owner

[email protected]















P a g e | 19

APPENDIX D. DISCOVER, PLAY & STAY

P a g e | 20

P a g e | 21

In May 2011 Parks Canada will celebrate the 100th anniversary of the establishment of the first

national parks service in the world ! To mark this occasion Trent-Severn Waterway (TSW) National

Historic Site of Canada in collaboration with our tourism partners, is launching a new and exciting

initiative called Discover, Play and Stay in the Trent-Severn Waterway.

To learn more log on to the new web site at www.discoverplaystay.ca. There you will find an

interactive map of the TSW Watershed showing the huge diversity of vacation, hospitality, recreation

and education opportunities that the TSW and surrounding communities have to offer. Whether you

are visiting by land or water, visitors will find a multitude of festivals and attractors, the challenge will

be which to choose, but there is an easy solution….stay longer we promise that you won’t be

disappointed! For land based visitors accommodation is second to none -- choose from top class

resorts, hotels, friendly comfortable bed and breakfasts and family camping…there are experiences

and accommodations that are sure to please, so stay awhile and linger around our Waterway.

The Discover, Play and Stay web site will also provide access to valuable incentives, including

discounts coupons to many of the experiences. The list of experiences and incentive coupons will

grow and change so keep watching as this program unfolds. Scroll over the web sites interactive map

and discover the seemingly endless choice of things to do that connect to the Trent-Severn

Waterway, here is just a small sample of the many experiences that are sure to please … Do you like

to fish ? don’t miss the Annual Rice Lake Spring Fishing Festival and try your luck at winning some

exceptional prizes; stay over at one of the many first-rate accommodations in the area and continue

on your voyage of discovery next day... If adventure and culture are more your area of interest you

could explore and play in the many attractors nearby. Step back in time at Lang Pioneer Village and

experience what life was like for our early pioneer settlers. Visit the Canadian Canoe Museum in

Peterborough and discover the world’s largest collection of paddled watercraft- a unique heritage of

canoes and kayaks that defines the spirit of what it is to be Canadian! Then take a boat cruise on

Little Lake to the Peterborough Liftlock a National Historic Site of Canada and highest hydraulic

liftlock in the world! While there stop in and visit the Peterborough Lift Lock Visitor Centre, have a

picnic at the lock station and enjoy sitting by the water and watch the world go by. If you’d rather be

out paddling on the water, then head over to Millennium Park in downtown Peterborough where

canoe and kayak rentals are available. In Winter come back to enjoy the skating at the liftlock.

Visit the Village of Bobcaygeon: a jewel situated at the edge of the rugged Canadian Shield and

midway along the Trent-Severn Waterway, enjoy the stunning beauty of the surrounding lakes and

some world class shopping surprises as well as great festivals and events just waiting to be

discovered and enjoyed. Come to discover and play-- and stay just a little longer, come back in the

Fall to enjoy the colours and in winter for some great cross country skiing…there is so much going on

you won’t want to miss a thing.

Just a few minutes off Highway 400 at Port Severn you will find a unique engineering marvel at Lock

44. The Big Chute Marine Railway, the only one of its kind in North America transports boats in a

‘sling” uphill and overland between the Severn River and Gloucester Pool - an adventure for boaters

and visitors alike. At Lock 44 you will find plenty of picnic areas and an opportunity to sit back and

relax surrounded by forests and lakes in a landscape that is home to a rich variety of rare plants and

animals.

So go to our website www.discoverplaystay.ca and decide just when and how you want to Discover

Play and Stay in the Trent-Severn Waterway…we are waiting to welcome you !!

This information has been provided by Trent-Severn Waterway.

http://www.discoverplaystay.ca/

http://www.discoverplaystay.ca/

the village of hastings - home - trent hills · strategic marketing & communications plan for...

Documents