Review Matrix

Targeting Considerations

- Your available budget for media spend (i.e. not including agency fees or taxes)
o    Large budgets

• can support broad geo targeting, including high cost or competitive regions like major metropolitan areas where  you have to spend a lot to  be visible; broader segmentation e.g. all adventure travelers
• can sustain multi-platform campaigns e.g. Google adwords, Facebook, Instagram etc. and a mix of higher cost ad formats e.g. video and carousel ads and more affordable static image ads
• can sustain longer duration campaigns or possibly flighted campaigns

• will need to focus on niche targeting (so smaller cities, rural areas or specific neighbourhoods), segments with higher conversion likelihood e.g. ‘eco-conscious travelers aged  25-35 interested  in hiking’
• will need to focus efforts where target audience is most active, ensuring a concentrated (vs. diluted) spend  and focus on cost-effective formats e.g. single image ads (or boosted posts with precise targeting)
• will need to focus on shorter, highly targeted campaigns during peak booking or travel times
• warrant partners investing in fewer, high-quality ads that resonate strongly vs. spreading funds across more, weaker creatives

Target Activities (type of activities we’re promoting):

Consumer Insights

• 01 The A-list
• 02 Wealthy & Wise
• 06 Downtown Verve
• 07 Mature & Secure
• 13 Vie de Rêve
• 15 South Asian Enterprise
• 17 Asian Avenue
• 18 Multicultural Corners
• 19 Family Mode
• 28 Latte Life 

Facebook Advertiser Access - Really Important!

If you do not have full control of the Facebook Page, and cannot determine how to move forward at this stage of the program, the campaign will need to run through the BruceGreySimcoe platforms and will be required to pay a $200 administrative fee.

Google Analytics

PLEASE NOTE: Universal Analytics has not been available since July 2023 and all websites MUST convert to Google Analytics 4 (GA4).  The following information is for GA4.

Why Set Up Google Analytics

• Acquisition - How people got to your website
• Engagement - Pave views, which pages, time spent on pages and if people scrolled 
• Retention - if they are new or a returning visitor  
• User Information - Geographic location, demographics and tech platforms (some of this may be limited due to restrictions in privacy settings)

How to Set up Google Analytics

• Go to google.com/analytics
• Do one of the following:
• To create an account, click Start for free.
• To sign into your account, Click Sign into Analytics.

Some of the Key Reports You’ll Use in Google Analytics

More In-Depth Analytics & Options You May Want to Explore Once You’ve Got the Basics

• Set up and manage conversions.
• Link your Google Ads and Analytics accounts so you can share data between them and develop a more comprehensive understanding of how your marketing efforts drive user behavior on your sites or apps. 
• Set up reporting views so you can align Analytics users and relevant data. Learn more about views.
• Set up goals to identify the actions you want users to take on your site or app, and to give a monetary value to those actions. Learn more about setting up events.
• Download the Analytics app.  Once you have installed the tracking code on your site or app or both, and have configured your Analytics account, download the Analytics app from Google Play so you can take Analytics reporting with you anywhere (well, anywhere you have a connection). Learn more about the Analytics app.

Learn more about Google Analytics

Google Business Profile

Performance Metrics

Why Collect Postal Codes

• Locations of where your customers are currently coming from (Trade area will be defined)
• Map of where your customers are coming from
• Personification of your customers through the Prizm system, including
  • Demographic and psychographic information
  • Media consumption
  • Sports & Leisure participation
  • Travel behaviour

How to Collect Postal Codes

• Ticket sales/bookings
• Asking at point of sale purchases
• Intercept/online surveys
• Waivers
• Logging onto free WiFi
• Newsletters
• Requests for information that is mailed out
• Contesting

Postal Code Data FAQ

What Additional Metrics Am I Required to Report On?

Product Development

• Increase in revenue/attendance ($, # or % increase)
• Sales revenue estimates during the campaign
• Number of inquiries
• Number of new/enhanced experiences/venue that now features some sustainability measure
• Number  of postal codes collected
• Review ratings (TripAdvisor, Google Reviews, Facebook, etc.)
• Number of partners engaged
• Number of economic development partners engaged
• Number of intercept surveys collected
• Number of wayfinding signs installed

Workforce Development

• Number  of positive reviews during project time frame (e.g. comments cards, social media e.g. TripAdvisor, Google Reviews, Facebook, etc.)
• % Increase in staff satisfaction (fewer sick days, better customer service, fewer complaints, etc.)
• Employee retention rate

Digital Marketing

• Number of clicks (clicks from your ads to your website)
• Number of clicks out to partner sites
• Cost per Click (The average cost per result from your ads)
• Geographic sources of traffic (from Google Analytics)
• Number of conversions (tickets sold, overnight bookings, downloads, signups, leads, etc.)
• Click through Rate (The percentage of times people saw your ad and performed a link click.)
• Number of engagements (reactions, comments, share & saves on the ads)
• Total website traffic using Google Analytics (number of unique visitors) - this would include people visiting your website from sources other than the campaign in question
• Reach (The number of people who saw your ads at least once)
• Impressions (The number of times your ads were on screen)
• Number of video views

Why Should I Collect this Information?

• You can compare campaigns year over year (or season to season) using Google Analytics, customer surveys or even some of the metrics from the Facebook Ads Manager and other social media channels.
• You can assess how effective your digital advertising campaign is. Most traditional forms of advertising will tell you the cost per lead or cost to reach 1,000 people and you can compare this with your digital results.
• You can ensure you’re getting the most qualified leads to your website. Making sure your limited marketing budget is reaching the best people who are most likely to purchase something with you is critical.
• You can determine where your best traffic comes from by asking people how they found you, by looking at acquisitions to your website or by tracking where people found promotion codes.

What Can I Do with This Information?

• Build or tweak your marketing plan according to the results
• Build new products that will attract people at a different time of year
• Find out what complementary offerings people like and build a package with another business
• Find out who your target audience is and look for a similar audience in a different geography
• Use marketing tactics that are more relevant to your audience

Additional Data to Consider when Determining the Success of the Campaign/Project

• What the weather was like. Was it better or worse compared to last year?
• What the current economic conditions are. Are we in a recession? Is the economy booming?
• What the duration of the campaign was. Did you start advertising early enough?
• What your customer feedback/reviews are like?
• Are you effectively closing the deal? If the campaign is bringing significant traffic to your website, but you are not seeing conversions, what might explain that? Is it the right traffic? Is your offer compelling? Is your website well organized and easy to navigate?

Videography

Video Packages

Four Styles of Video

Video Best Practices & Tips for Successful Projects with H Visual Media

Introduction

About H Visual Media

Pre-Production

Creative Brief

Scripting

Shot list

Locations and Timing

Talent, Models & Release Forms

Weather and Cancellations

Logos and Graphics

Drones and specialty cameras

Communications

Pre-Production – Additional Information

Production (Filming)

Safety and Liability

Crew

Cameras, Lighting and Audio

Post-Production

Music

Voice over

Edits and Revisions

Delivery of Final Videos

Closed Captioning

Successful Photography Projects Andrea Hamlin Photography

Introduction

About Andrea Hamlin Photography

Suggestions

Shot List

• It is the partner’s responsibility to compile a proposed shot list for Andrea the week before the shoot date (in the case where multiple parties are involved in the project, the partner will be the main point of contact, acting on behalf of all other parties, compiling shot lists, contacting/arranging, etc. to ensure that Andrea’s time is spent creatively and not on administrative details). The shot list should include details such as time of day, location, model requirements, props etc. A sample shot list/schedule is attached.
• The direction of sunlight is essential to the timing of certain shots. To make for a more efficient shoot, the draft may be altered due to light requirements and time management.
• Timing and driving time need to be carefully scheduled so as not to waste valuable time in travelling between locations.  
• Please be sure to schedule time between shots/locations for Andrea's lunch - it can make for a very long day when hangry.
• Be sure to check scouted locations JUST PRIOR to shoot date to ensure optimal conditions (e.g. to ensure fall colours are still as desired etc.).
• Partners should provide someone to accompany Andrea during the shoot, when required.
• On winter shoots, allow time for Andrea's equipment to warm up when going from outdoors to indoors.

Release Forms & Models

• All models need to scan and sign off on a QR coded release form unless the shot is of a crowd and not focused on the people (in which case see Notice of Filming requirements below).
• It is essential to have all models scan and sign off on the RTO7 release form.  Generic release forms are not acceptable.
• Partners are required to let all models/businesses know, in advance, that they will have to sign a release.
• The partner is responsible to have release forms (properly and completely filled out) submitted prior to or during the shoot. This allows Andrea to properly allocate her time to focus on the shoot rather than the releases.
• Release forms may be accessed by QR Code or here.
• The Partnership Program does not provide models - in most cases, the operator or business owner has connections with people that might like to help and be in photo shoots (in which case, most often, people are willing to help if a meal or similar incentive is provided).  If you are encountering  significant challenges in finding models, RTO7 maintains a database of people willing to help out on shoots across the region and you can ask Alex about whether this might be a good route for you to go. Occasionally, partners will resort to employing professional models.  Note that the program does not include model fees so any fees paid to the models will be directly from the tourism partner.
• Ideally models will be in a familiar role, e.g. an actual husband and wife posing as a couple, rather than a male and female pretending to be a couple. Photographs of the latter do not tend to capture the emotion that comes from the true bond. The exception would be professional models. It is also important to have models that are adequately experienced to the task at hand, e.g. people with cross country ski experience for cross country ski shots. Unless you're looking for images of a beginner experience. Smiles and lots of energy are essential!
• Consider using older children for shoots, as they are easier to direct i.e. not toddlers.

Clothing & Props

• Generally bright colours are recommended. White clothing should be avoided in the summer and both white and dark colours are not ideal in winter. Crazy prints should also be avoided. Clothing should be appropriate for the season that the shoot is for. If it is a very warm fall day and it is a fall shoot, don't wear a tank top and shorts.
• A change of clothing is preferred for models in multiple shoots. Hats, scarves, sunglasses- kids too, goggles etc. should be included. On windy days, models with longer hair should have elastics, clips, hats or headbands on hand. Appropriate footwear should be worn for the activity.
• Avoid peaked hats like baseball caps.
• Logos or clothing printed with alternate locations should be avoided, e.g. NY Yankees or blatant brand advertising.
• Ensure bikers, skiers and snowboarders are wearing helmets and there are enough life jackets for boaters.
• Props can be a valuable addition for many activities, e.g. if it's a beach shoot be prepared to bring towels, beach umbrellas, water rafts, sand pails etc.
• Extras like handwarmers and water can make the experience more enjoyable for the models.

Weather and Cancellations

Safety

Andrea  will adhere to all Federal/Provincial and Municipal Regulations when on site, and partners are expected to do likewise.

Delivery of Images

High-resolution images will be delivered to the partner via upload. If images are required on a stick, this may be arranged however the partner is responible to pay for the stick and shipping. Low-resolution images may be  provided, depending on usage. Edited images are typically delivered roughly 6 weeks following a shoot, but this will depend on Andrea’s shoot schedule. If images are required within a particular timeframe, this must be worked out with Andrea prior to signing of the Agreement.  Note that no unedited images will be provided to the partner.

Photo Credits

Operator Release, Model Release and Notice of Filming

Notice of Filming signage (below) will be required to be posted by the Partner at all public events where crowds will be in the background of image/video. H Visual Media/Andrea Hamlin will document (photograph) posted Notice of Shooting signage.

Operator Release

Model Release

The model release will be available to partners through Basecamp, and Brian/Andrea will also have it available. Please ensure models have signed off prior to the shoot date. 

Notice of Filming

RTO7 Procurement Requirements

Eligible Source of Funds

Sustainable Tourism

For information on RTO7's approach to Sustainable Tourism, please visit our website.

Experience Development

• Must identify which area the experience will focus on or combination of
  • Art
  • Culture
  • Nature
  • Culinary
• Goes beyond the traditional tourist path
• Dives deeper in to authentic, local culture
• Connects with people and enriches their lives
• Engages visitors in memorable travel activities that are inherently personal, engage senses or makes connections
• Tells the story of the place, person or product

Key Activities, Milestones & Responsibilities

Next Steps Following Approval of Your OIP Application

1. Begin pulling together visual assets for social media campaign creation, 5-10 high-resolution images (min 1 MB) that depict your event/offering/position accurately, and/or 1-3 videos (max 60 sec.) 
2. Ensure that you have updated your business listings (product offerings and festivals) on www.brucegreysimcoe.com
3. Be certain to have all details regarding your festival, product offerings or job postings up to date on your landing page.
4. You will be asked to place the BruceGreySimcoe logo and Ontario logos on your website.
5. You will need to provide RTO7 with a Certificate of Insurance of at least $2M.
6. You will need to save all receipts demonstrating your reciprocal spend within the program and provide proof of payment to RTO7 when the program is complete along with the final report provided by RTO7.
7. All programs need to be completed by March 31, 2026.

Social Media

RTO7 Social Media Best Practices

Eight Ways to Deal with Negative Feedback Online

1. Empathize.
2. Dilute the impact with positive ratings.
3. Always respond.
4. Respond as soon as possible.
5. Research what really happened.
6. Take the conversation offline ASAP.
7. Respectfully tell your side (when you're clearly in the right).
8. Look at the big picture.

More Social Media Resources

• One Minute Tutorial Series with Brian Hunt
• Tuesday Tutorials Series with Brian Hunt
• How do I like another Page as my Page, and how do I see Pages Feed on Facebook?
• Gonzo Marketing (An RTO7 Staff Favourite)
  • Frederic Gonzalo is one of our top go-tos for social media marketing trends, tips and more.  Subscribe to his newsletter here.
• Instagram Hashtags 2022: The Ultimate Guide
• How to Use Hashtags Effectively on Social Media
• 28 Daily Hashtags Explained: What They Mean and How to Use Them

Facebook and Instagram Advertising Best Practices

Using Basecamp3

RTO7 uses Basecamp3 to manage projects and as a program communication tool.  Once an applicant has been approved, they will be added to Basecamp3 with a list of next steps.  Here is a short video from another company that demonstrates how to use Basecamp3.  RTO7’s process is very similar.

1. The partner is to add 5-10 high-resolution images and videos to Basecamp3.
2. A signed Confirmation Letter should be added into Basecamp3.
3. Campaign content and thumbnails of the ads will be shared within and signoff takes place within Basecamp3.
4. All campaign communication takes place in Basecamp3.
5. Deadlines are scheduled using the calendar scheduling tool.
6. Campaign To-Do’s are checked off upon completion in Basecamp3.

How to Add Files to Basecamp3

To upload video and imagery to Basecamp3 go to the ‘Docs & Files’ folder in our shared Basecamp folder.  (see below).

Within the folder you can set up subfolders to organize imagery from videos or files.

When ready to upload an image there is a green ‘new’ button, once clicked select, click upload files.  Now you are ready to select the items you want to upload.  Don't forget to hit Submit after you've uploaded a file!

How to Communicate in Basecamp3

Using the following folders within Basecamp3 will allow you to have discussions with all program participants.  You can also attach a document with your communication using either option.

Message Board                    Campfire

Definitions

Product - A good, activity or service that is delivered to consumers with a moderate level of differentiation, is available to a fairly wide market and is focused more on cost-based pricing or is free. For example, a self-guided culinary touring route or guided interpretive hike through a park.

Experience – Experiential travel engages visitors in a series of memorable travel activities, revealed over time, that are inherently personal, engage the senses, and make connections on an emotional, physical, spiritual, social or intellectual level.  For example, writing a song with a Juno award winning songwriter, a behind the scenes tour at a museum where you can touch important historical objects or hunting for wild mushrooms with a local guide and using them to cook a soup for lunch.

Coaching – This involves working with experience/product providers or groups to work through the steps in the development cycle. This could include brainstorming to find the right partners, using the experience development templates, helping to create action/marketing plans to bring products or experiences to market, or asking the relevant questions to shift thinking. This would involve helping to drive the process forward, but as a “guide on the side”. The stakeholder takes the lead in seeing the project through to completion.

Festival – An event with long-term planning and commitment. Such as Port Elgin’s Pumpkinfest or The Orillia Perch Festival.

Event  – A stand-alone, short-term and focused performance or activity. Events can eventually be turned into a festival over time when the original event is complemented by a variety of other performances, activities or attractions. For example, a concert at a local theatre.

Well Established Festivals – A festival that attracts a significant portion of out of town visitors. These do not need to be large in terms of the number of participants, but they must attract a large percentage of tourists and/or media attention. For example, Kempenfest, Salsa at Blue or Mariposa Folk Festival 

Regional/Emerging Festivals – Festival whose attendance resides primarily within the communities of Bruce, Grey and Simcoe Counties, but not necessarily within the host community. This also includes events whose profile outside the region is growing. For example, the Elmvale Sci-Fi Festival or Midland’s Tugboat Festival.

Local Festival – Festivals whose attendance is primarily from the host community. For example, Home & Garden shows, craft shows and Santa Claus Parades.

Advertising –  The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing –  The systematic planning, implementation and control of a mix of business activities (product, price, place, promotion, physical environment, process, and people), intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products

Seasonality –  The fluctuations in how busy an operation is based on the seasons of the year, days of the week or another time period. The objective of the activity to be to reduce the seasonal fluctuation

Sustainability

The aim of sustainable tourism is to increase the benefits and to reduce the negative impacts caused by tourism for destinations. Long-term sustainability can be achieved by seeking a suitable balance between:

• Protecting natural environments, wildlife and natural resources when developing and managing tourism activities (environmental),

• Providing authentic tourist experiences that celebrate and conserve heritage and culture (socio-cultural), and

• Creating socio-economic benefits and well-being for host communities through employment and income earning opportunities (economic).

Sustainable tourism development is a complex and continuous planning process of reinvesting in your most precious assets over time (people, places and processes). It can build local pride and confidence and requires the informed participation of all relevant local stakeholders, as well as strong political leadership.
 
It includes moving from a volume to a value-based (length of stay and dollars spent) approach, in which the tourist’s experience is more meaningful/satisfying and serves to raise their awareness about sustainability issues and promote responsible and respectful tourism practices on their part.

If your operation is at capacity, growth must come from enhancing the value of your offerings, increasing visitor spend or optimizing operational efficiencies, for example…

- Upselling/cross-selling e.g. offering add-ons such as exclusive tours, VIP experiences or introducing high-margin items such as local food, tasting menus, gourmet dining or bundling services or creating referral systems with other operators, etc.

- Increasing Spend/Guest e.g. increasing ticket prices, adding kiosks with convenience items or local goods, offering behind the scenes access, providing professional photo/video services to capture memories, using guest data to offer tailored experiences

- Focusing on High-Value and High-Values Guests e.g.  catering to niche markets willing to pay a premium e.g.  eco-tourists, adventure seekers, luxury travellers, etc. and offering incentives for repeat visitation

-  Diversifying your Offerings e.g. selling locally made products or artisanal goods, providing experiences such as cooking classes, art workshops, nature photography lessons, or hosting seasonal festivals

-  Extending Length of Stay e.g. creating multi-day packages and reasons to stay longer

-  Leveraging Technology e.g. using dynamic or demand pricing (higher rates during peak times)

-  Expanding Capacity e.g. switching to larger event venues, building expansions (potentially creating spaces that can be used in non-peak times by others for other purposes)

-  Increasing Operational Efficiencies e.g. auditing operations for areas to cut waste or increase efficiency (e.g. staff retention), etc.

Free Typsy Training

All partners are required to complete a FREE Typsy Training.

RTO7 Wayfinding Signage Standards & Specifications Manual

For partners applying for the Signage & Wayfinding Partnership, RTO7 Signage Manual

RTO7 E-newsletter Sign up

All partners are required to sign up for the RTO7 E-newsletter.

BGS & Ontario Logos

You are required to place the BruceGreySimcoe ‘Always in Season’ logo (JPG, EPS) on an appropriate page of your website with an active link to www.brucegreysimcoe.com and the Ontario Logo (PDF, EPS) to www.ontariotravel.net.

BruceGreySimcoe website listing

Click here to register for a website listing.

RTO7 Stakeholder Site registration

Click here to register for the Stakeholder site to access images, reports, etc.

Collaboration Agreement

All stakeholders applying for Partnership Programs must review the Collaboration Agreement.

Direct Deposit Form 

Payments due to you from RTO7 (e.g. Partnership Program refunds, Implementation reimbursements, etc.) will be direct deposited into your account as long as we have this form completed on file. We highly recommend providing this form to us now so payment is not held up later as a result of our not having your information on file. 

RTO7 Business Plan 2025/26

The updated business plan (to be posted once approved by the Ministry) outlines RTO7’s initiatives for the upcoming year.

Partnership Program At A Glance

For an At-A-Glance overview of Partnership Programs please click here.

Sample Intercept Survey

RTO7 has developed a very short intercept survey that can be used as one mechanism to collect data.  The following are 8 potential questions you can ask.  We have found that as few as 4 questions will generate the highest answer rate.  We recommend that asking for a postal code always be included as additional analysis can be conducted using the Environics Analytics programs.

1.    How did you hear about XX? (select all the tactics that you’ve used)

1.    E-Newsletter
2.    Digital Ads
3.    Social Media Ads
4.    Radio
5.    Newspaper
6.    Television
7.    Poster
8.    Information Centre
9.    Word of Mouth
10. Other (please specify)

2.    How many people are you travelling with?

3.    How would you rate your overall experience?

1.    Excellent
2.    Good
3.    Satisfactory
4.    Fair
5.    Poor

4.    How likely are you to return (this year/next year)?

1.    Highly likely
2.    Likely
3.    Unlikely
4.    Very Unlikely

5.    How far away is your permanent address?

1.    I’m a local
2.    Less than 40km
3.    41km - 100km
4.    101km +

6.    What is your postal code?

7.    Did you stay overnight?

1.    If yes, how many nights?
2.    Where did you stay? (Hotel/motel, B&B, campground, Airbnb, Cottage rental, with a friend/family, etc.)

8.    Approximately how much money did you spend on:

1.    Tickets
2.    Accommodation
3.    Restaurants
4.    Other food
5.    Souvenirs
6.    Gas
7.    Other

Administration Fee FAQ

Note: The Administration Fee required with all approved partnership applications will be waived for 2025/26; Environics Analytics postal code analysis will still be provided however upon request (free of charge). That said, please still read the links below to markets, segments and activities that RTO7 targets, as well as tourism metrics we encourage you to consider tracking. Note that we are monitoring these, and they are subject to change/updating as new patterns emerge. Please also see the tourism metrics we encourage you to consider tracking. 

How do I apply for multiple applications?

Before you apply, speak to one of the RTO7 staff about which programs you are interested in and they will guide you.  RTO7 reserves the right to limit the number of programs/funds that one stakeholder may receive per year.

I’ve already got a Prizm Report with my postal codes.  Are you able to offer any other similar assistance?

Possibly.  RTO7 staff will have a conversation with you about what information will help guide your decision making with respect to your marketing and product development efforts in the future.

I don’t have postal codes. Can I still get a Prizm Report?         

Yes.  RTO7 staff will talk to you about what information can help guide your decision making with respect to your product development and marketing strategies by looking at particular marketing segments, activities or geographies.

^[1] Definition ideas from UNWTO and the Tourism Foundation.
^[2] Four Realms of an Experience. Earth Rhythms Inc.
^[3]  Nancy Arsenault, (2004). Defining Tomorrow’s Tourism Product
^[4] Sierra Planning and Management. Regional Tourism Organization 7: Regional Strategic Plan for Festivals and Events. May 2014.
^{[5] Ibid
[6] Ibid
[7] Ibid
[8] Ibid
[9]} Definition ideas from UNWTO and the Tourism Foundation.