Note: RTO7’s offer of the Partnership Program for 2020/21 is contingent upon Ministry of Heritage, Sport, Tourism, & Culture Industries approval of RTO7’s budget.

Table of Contents - click to navigate to a particular topic/section, or scroll through the entire document

Attestation Matrix
Administration Fee & Data Collection
Target Markets & Activities

Attestation Matrix

Potential partners are required to review various sections of this document.  Please review which program stream you are applying to and review the appropriate mandatory sections. 
 
There are a number of other topics included in this resource guide that are not required but that will help you to improve aspects of your project and tourism offering.
 
Mandatory Section Partnership Programs
(Alex Hogan)
Implementation Programs
(Kim Clarke)
Attestation Matrix All applications All applications
Target Markets & Activities All applications All applications
Google Analytics Digital Advertising
Social Media (Video & Image) advertising campaign
All applications
Performance Metrics Digital Advertising
Social Media (Video & Image) advertising campaign
All applications
Video Packages Video Development N/A
Video Best Practices & Tips Video Development N/A
Successful Photography Projects Image Development N/A
Model Release Video & Image Development N/A
RTO7 Procurement Requirements Signage N/A
Sustainable Tourism All applications All applications
RTO7 Experience Projects N/A Experience Implementation
Key Activities, Milestones & Responsibilities N/A All applications
BruceGreySimcoe Customer Service Excellence Training All applications All applications
RTO7 Wayfinding Signage Standards & Specifications Manual Signage N/A
RTO7 E-newsletter Sign up All applications All applications
BGS & Ontario Logos All applications All applications
 

Administration Fee & Data Collection

All approved partnership applications will require the payment of a $200.00 administration fee.  For a limited time, RTO7 will provide to the primary applicant Environics Analytics analysis of postal code data they provide (a minimum of 500 codes per application).  For applications involving multiple partners, if desired, additional partners may have their postal code or mobility data (municipalities only) analyzed at the market rate of $600.00 per partner. In some cases, partners wishing to undertake multiple projects may be able to combine their projects where appropriate to avoid incurring multiple administration fees. For questions relating to the Administration Fee, please see the FAQ and/or this video.

This data (provided postal codes are provided a minimum of 30 days in advance of your campaign) will be useful to you in your marketing targeting and product development.  The markets, segments and activities that RTO7 targets i.e. the geographic audiences and types of tourists we are aiming to attract and types of activities we promote are outlined here. The data you provide through postal codes will be aggregated across all partners in the longer term to form a clearer, more refined picture of the state of tourism within the region to inform your and our future decision making.


Target Markets & Activities

Geographic Target Markets (geographic audiences RTO7 is targeting):

RTO7’s mandate is to drive overnight visitation and extend the length of stay. As a result, driving visitation from outside the region is a top priority.
     
Greater Toronto Area
Southwestern Ontario
BruceGreySimcoe
USA border states
Quebec, (Cycling, Beaches, Camping)
 

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

Culture & Heritage
Nature & Outdoor Recreation
Cycling
Festivals and Events
Resorting
Water-Based Recreation
Culinary & Agri-Tourism
Touring
Accessible Tourism
 

RTO7 Targeted Prizm Segments

RTO7's targeted segments in Environics Analytics' Prizm segmentation can be found here.


Consumer Insights

RTO7 Consumer Segmentation Targets. The data that supports this research was collected in 2011/2012 and is for general reference only. We recommend using Environics Analytics/Prizm Segment as core targets as statistical information is out of date in the following segments


Google Analytics

Why Set Up Google Analytics

To help ensure a program's success it is important to set up Google Analytics to track visitation to your website. You’ll also need some of this information to complete your final partner report.
 
Google Analytics is a powerful tool to help you to market effectively to your customer-base online and save time and resources. It can tell you things like
-        how many people visit your website
-        where they are coming from
-        how they found you
-        whether they are doing what you want them to do
-        how old they are
-        what they like (dislike) about your site
 
This information is really useful in improving, expanding or changing your website and/or online marketing strategy to better meet your customer’s needs.
 
For an in-depth explanation of why and how you should use Google Analytics: Quick and Dirty: Introduction to Google Analytics.


How to Set up Google Analytics

1.    Create or sign into your Analytics account:
  • 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.
2.    Set up a property in your Analytics account. A property represents your website or app, and is the   
       collection point in Analytics for the data from your site or app.
3.    Set up a reporting view in your property. Views let you create filtered perspectives of your data; for
       example, all data except from your company’s internal IP addresses, or all data associated with a specific
       sales region.
4.    Follow the instructions to add the tracking code to your website so you can collect data in your Analytics
       property.

Watch this video for the step-by-step process. https://www.youtube.com/watch?v=lZf3YYkIg8w&feature=youtu.be



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

This article outlines some of the main reports you’ll want to navigate once your analytics is set up. Quick and Dirty: Introduction to Google Analytics.
 
Here’s a video that briefly outlines the core reports you may want to check out. https://www.youtube.com/watch?v=mreOWm3e9lg


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

Four steps in Google Analytics that will help you gain a clear, comprehensive picture of your business. 
Configure your account, properties, and views to determine access to your data and which data is available.
For example, you can:
  • Grant permissions to make configuration changes and to interact with data. Learn more about user management.
  • 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. Learn more about linking your accounts.
  • 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 goals.
  • Browse the Solutions Gallery for dashboardscustom reports, and segments that you can use in your Analytics account.
  • 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
  • You can also modify your tracking code to collect additional data such as:
    • User interactions with links, buttons, video controls, and other dynamic elements of your site or app. Learn more about event tracking.
    • Ecommerce activity like user engagement with product lists and internal promotions, and how successfully users moved through your purchase funnel and checkout process. Learn more about ecommerce and enhanced-ecommerce data collection and reporting.



Learn more about Google Analytics

The Google Analytics team has developed a step-by-step playbook to help you get the most out of linking your Google Analytics and Google Ads accounts. Learn how to unlock deeper insights and create smarter Google Ads campaigns.
Take a look at this page on the Google Marketing Platform site, and download the PDF of the playbook.
 
To learn about the full capabilities of Analytics, browse this help center, and check out the free online courses at Analytics Academy.


Performance Metrics

Why Collect Postal Codes

Data driven decision making is becoming more important in this competitive environment.  Knowing more about your customers - who they are, what they like, how they consume media and where to find them - can help you to make smarter decisions that will make your marketing efforts more effective.  How Environics helps the travel industry.
 
RTO7 licenses software and data from Environics Analytics (EA) that can help shed some light on these questions.  Find out more about this program and how EA’s programs can help you better understand your customers.
 
EA’s data driven decision making system is based upon postal codes, using the philosophy that “Birds of a Feather Stick Together.”  Meaning that the people who live in a particular neighbourhood often have similar interests, consumer habits, opinions and are in the same stage of life.  Click here to find out more about how this system works.
 
RTO7 will provide an Environics Analytics report to partners that provide a spreadsheet with a minimum of 500 postal codes at least 30 days in advance of any advertising or product development decisions.
 
The report will contain the following general information:
  • Locations of where your customers are currently coming from (Trade area will be defined)
  • Map of customer 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
See a sample report here.
 
RTO7 staff will have a conversation with you to determine what your goals are and how you wish to use the information and recommendations in the report.
 
The markets, segments and activities that RTO7 targets (i.e. the geographic audiences and types of tourists we are aiming to attract and types of activities we promote) are outlined here. The data you provide through postal codes will be aggregated across all partners in the longer term to form a clearer, more refined picture of the state of tourism within the region to inform your and our future decision making.


How to Collect Postal Codes

Here are some ways 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

Can I just collect the first 3 digits?
All 6 digits are needed to run analysis.
 
What other information should I send you?
In an excel document (.xlsx or .cvs), please send only the postal codes (column) and if you have it, the community name (column). Please do NOT send your full customer file with complete addresses, names and email address. You should also include the address with the location(s) where the postal codes were collected. 
 
How many postal codes do I need?
500 minimum will start to provide an accurate picture.
 
I’ve collected postal codes over a number of years and put them together. Is that ok?
If you have postal codes that are older than 3 years, but still feel that is who is coming to your business, then we can use that information.  You can also add a column in your excel sheet that indicates the year they were collected for comparison.
 
What if I don’t have postal codes?
That’s ok! We can work with you to determine some questions you would like answered and provide you some data to help make your decisions.
 
What am I going to do with the information when I get it?
RTO7 staff will set up a time to chat with you about the report and the recommendations and answer any additional questions you might have.  The recommendations will help to answer the objective you listed when we asked what you wanted to do with the data.


What Additional Metrics Am I Required to Report On?

In the final partner report, you will be asked to report on a variety of metrics, such as those listed below.  Please choose the metrics that are most important and relevant to you.  The bolded metrics may be most useful in future decision making although that will depend on the campaign and objectives in question.

Product Development

  • Increase in revenue/attendance ($, # or % increase)
  • 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
  • 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.)


Digital Marketing

These are most important when comparing the same campaign year over year to determine if the campaign was successful.
  • Number of clicks (clicks from your ad 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?

This may seem like a lot of data to collect and review, however even a brief analysis of some of the information listed above can help you make better decisions, for example
  • 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 referral traffic to your website or by tracking where people found promotion codes.
This information can help you to form your marketing plans in the future. Combining this information with the media consumption report from EA can transform this into a powerful tool.


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

A few other data points may be important to reflect on when evaluating the success of a campaign.  For example, you should consider
  • What was the weather like? Was it better or worse compared to last year?
  • What are the current economic conditions? Are we in a recession? Is the economy booming?
  • What was the duration of the campaign? Did you start advertising early enough?
  • What is your customer feedback/reviews like?


Videography

Video Packages

Partner Contribution $800.00 $1435.00 $2000.00
Pre-Production / Planning / Meetings Planning call Planning call or meeting
in person
Planning call and meeting in person
Length of Video
Note: if you are intending to apply for a Video Advertising partnership (in addition to Video Development), you will need to develop a video of 60 seconds or shorter
1-2 min 1-2 min + 1 x 30 sec OR
2 x 15 sec*
1-3 min + 1 x 30 sec
OR 2 x 15 sec*
Shot List Creation Yes Yes Yes
Storyboarding / Scripting No Yes as option (but forfeit one day production /shooting so 1.5 days shooting) Yes
Production / Shooting 1 Day 2.5 Days 3 Days
Number of Filming Locations 1 3 3
Text / Graphics Yes Yes Yes
Audio / Music** / Voice over*** Music Music
Voiceover as option (but forfeit one day production /shooting so 1.5 days shooting)
Music and Voice over
Rounds of Revisions on edit 2 2 2
Thumbnails (the image that is on the video on YouTube
before it starts to play)
No No Yes
Appropriate Video Styles (see style numbers in application) 1, 3 1,2,3 1,2,3,4
* created from same footage as longer video; these videos are used for Instagram or YouTube pre-roll and are most suitable for paid advertising purposes
**Music licensing included
***Voiceover files include closed captioning file


Four Styles of Video

 (Please Note: Samples simply depict the video style and may not be representative of other features/aspects/value)
1. Video Montage Set to Music
2. Commercial Style Voice Over Video
3. Interview Style
4. Story Style


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

Introduction

This document is intended to help with all elements of creating a successful video and ensuring all steps are understood and to answer commonly asked questions.

About H Visual Media

 H Visual Media has been running as a video production company for 16 years. Brian Hunt is the owner and operator and has a team of other videographers, editors and script writers that work with him. Brian has produced and worked on thousands of videos over the years for clients such as The Discovery Network, CBC, Porsche, Scotia Bank, Freedom 55, and Canadian Tire to name a few. You can view H Visual Media's work at http://www.hvisual.media. (coming soon). Or Brian’s Facebook page https://www.facebook.com/brianhunttv H Visual Media has been doing work with RTO7 for the last 7 years.

Pre-Production

Creative Brief

The first step in Pre-Production is creating a creative brief. This helps identify needs, messaging and audience. This is best done prior to meeting in person or by phone. In addition to the information you provide in your application are several questions at the bottom of this section which should be considered/completed and provided to Brian.

Scripting

If partners choose to produce a scripted video (any style but #1), the creative brief will be a starting place for the scriptwriter to work from and they will most likely also follow up to speak with you about the project and get more details. A draft script will be sent for your review and changes will be made as needed. It is very important to stress that all departments and people that need to sign off on a script do so before the script is sent for Voice Over recording. A draft of a script can be used to get sample voice over reads but the 100% final script must be signed off on before the final voice over is completed. Changes requested after partner sign off may be accommodated but may incur additional partner charges.
 
See the Post Production section for more information on Voice Over.
 
The Script can still be in a draft mode but should be at least 90% complete when starting production (filming) to avoid the potential of shooting wrong or insufficient footage for final video.

Shot list

A shot list will be created from the script and brief and will detail items requiring a visual capture on camera. The shot list will be shared with the partner and added to as needed. The shot list also helps determine time of day and duration at each location for shooting.

Locations and Timing

It’s important to think about the shooting locations and the variables that could arise in those locations e.g. noise, disturbing other people, permissions and permits that are needed, safety issues. It is also very important to work out a number of locations to be filmed in a day and how far apart these locations are. Timing (including drive time) needs to be carefully scheduled so as not to waste valuable time in traveling between locations. The Shot list will be extremely useful to estimate how long is required at each location. Even if the location is one building, restaurant, office etc. it is still good to plan out where shooting in that location will occur and at what times. Note that the basic video package is ONE shooting location; intermediate and deluxe packages may have up to three shoot locations.

Models

H Visual Media will work with partners to help find models and people to use in the video but have found that in most cases the operator or business owner has better connections with people that might like to help and be in the videos. The Partnership Program does not include model fees so any fees paid to the models will be directly from the tourism partner (most people are willing to help if a meal or similar incentive is provided).

Release Requirements

It is essential to have ALL models sign an RTO7 release form before or on the day of shooting. Generic release forms (e.g. from the organization/employer) are not acceptable. Release forms will be available on an iPad (and paper copies) but it is far easier/manageable to have release forms signed prior to the start of production. The partner is responsible to have release forms properly and completely filled out prior to or during the shoot. This allows the videographer to properly allocate time to focus on the shoot rather than paperwork. The day of the shoot, the partner will provide H Visual Media with copies of signed releases. This may be done in paper copies, electronically or uploaded directly to a Dropbox folder (link to be provided).
 
In addition to the model releases, operator releases must be completed by the operator of the business being filmed.  Partners are required to let all models/businesses know, in advance, that they will have to sign a release.
 
Finally, Notice of Filming signage (sample below) will be required to be posted by the Partner at all public events where crowds will be in the background of image/video.  The videographer will document (photograph) posted Notice of Shooting signage.

Weather and Cancellations

If videos and locations for shooting are outdoors, weather can be a factor. Shooting can be conducted in all types of weather, rain, snow, cold, but some operators might not want the images to be captured during these weather types. We will work together to find a date that can work and will be using the long term and short-term weather forecast coming up to that date. If a date is cancelled due to weather or any other reason, we will strive to reschedule that shoot date at the earliest available date. If the shoot is cancelled on the day of production, it will be reviewed on a case by case basis to evaluate the reasons for the cancellation and whether it warrants a reshoot date.

Logos and Graphics

Logos and graphics may appear to be Post Production related, however this is the most common cause of delays in videos being finished. Ensuring that all the right logos and graphics are provided (in .ai, EPS, PDF or PSD) and choosing types and fonts up front is key to smooth and efficient post production. Please provide any style guides you would like the video to adhere to for consideration.
 
The video should have a strong call to action within it (for example a link to “Learn More” or a URL to your website).

Drones and specialty cameras

H Visual Media has a wide range of specialty cameras, including body mountain GoPro POV cameras, Cable cameras, time-lapse and Aerial Drone cameras. The article and video at the following link demonstrates some of these tools  http://www.pinkbike.com/news/The- Making-of- Shreds-or-Tails-2013.html.
 
Use of the Aerial Drone in particular requires advance notice. A sample reel can be found here: Drone Reel (note: you may have to skip an ad first to view). It can capture some amazing and unique perspectives of locations and events but there are things that need to be in place before shooting in some locations (e.g. permits) and some locations are very tricky for drone flying. Weather and wind can also cause an issue, so knowing beforehand what is desired to be captured with it will let us prepare for that.

Communications

Please select one representative only to act as the decision maker and liaison with RTO7 and H Visual Productions. Throughout the project there will be communication back and forth, questions will arise, decisions will need to be made, etc. A commitment to prompt communications and follow through on both sides will help ensure meeting deadlines and moving the project forward successfully.

Pre-Production – Additional Information

Please provide the following information (beyond the information you provided in your application form):
 
 1.   Describe the overall tone of the video
☐   High Energy
☐   Medium Energy
☐   Low Energy
☐   Persuasive
☐   Informative
 
2.   List links to videos that you like and what you like about them (website link for video):
 
 
 
 
3.  Who is your competition?
 
 

 

Production (Filming)

Safety and Liability

Safety at all times is extremely important. “Talent” or “models” will never be asked to do anything unsafe. All crew and talent have the right to refuse to work or do something perceived as unsafe. H Visual Media has $5 Million in liability production insurance as well as $5 million in liability insurance for flying drones. Partners can request proof of insurance from H Visual Media.

Crew

Depending on the needs of the shoot the crew will vary from one Director/Shooter to 3 people. All crew are very experienced and have worked in all types of environments and settings.  Please let us know prior to shoot day of specific requirements of the crew e.g. dress code, safety equipment, hard hats, safety glasses, steel toe boots etc.

Cameras, Lighting and Audio

All video will be shot on broadcast standard cameras in 4k.  Depending on the production there could be more than one camera operator working at a time and a multi camera setup. Lighting might also be used depending on the shoot location. We have an assortment of suitable lighting equipment and are sensitive to not intruding on/interfering with staff and customers. Audio will be recorded at all times even when audio is not needed in the final video. On camera interviews require a quiet location for filming.

Post-Production

 In this video we explain why and how to use frame.io.

Music

Music that is used in a promotional video must have rights for the usage. H Visual Media works with many different stock music companies to source music that best fits the video. When partners receive the first draft of the video to review, the music will most likely have an audio sting on it which is put there by the stock music site when downloading preview files. It will sound like somebody saying something like “stock music dot com” or “audio jungle” and will come on to the track every 15 seconds or so. This track is provided so partners can approve the music; if it is not suitable, another sample will be provided. Once the music is approved the rights to the track (in perpetuity, for that video) will be purchased and the audio sting will be removed.

Voice over

If the video includes a script/narrative (intermediate or deluxe packages), then a voice over will be required. H Visual Media will work with voice over agencies to find the right voice to fit the project. The partner will select from a number of voiceover samples (artists reading a section of your script). Once a voice over talent is selected, an audio sample will be provided.
 
Some of the voice over artists will be American and may not pronounce names and locations correctly on the first try – this is the opportunity to correct these issues, ensuring everything is pronounced properly.

Edits and Revisions

Included in this contract is a maximum of 2 rounds of revisions on the video. Once partners receive the video for review, a list of changes may be compiled. It is important to have all parties review the video noting changes and to communicate ALL changes/suggestions AT ONCE. Even small changes (e.g. changing the wording of some text on screen or changing out 1 clip) can tie up the edit system for a long time as the video file has to then be exported out of the software, encoded to play online and then re-uploaded. Making all revisions at once is much more efficient. Ideally, no edits will be required - this is mainly a result of good pre-production planning. No changes may be made to the video(s) following the edit rounds.

Delivery of Final Videos

Final videos will be delivered via dropbox.com or WeTransfer. They will be encoded in a QuickTime H.264 format to be used for YouTube and Facebook. The files may be delivered in an uncompressed format upon request, but keep in mind files could be 1 to 4 gigs in size depending on the length of the video. Videos intended for broadcast commercials can be delivered to the specs of the station in question.

Closed Captioning

This video speaks about the importance of close captions and how to use them.
 
Closed captioning (where there is scripting/voice over or somebody speaking on camera) is becoming increasingly popular (some estimates are that as many as 85% of videos viewed online are done without sound). This is because it makes your video accessible to a wider audience, including those that wish to watch your video in an environment that is unsuitable for audio (e.g. a noisy place, or quiet e.g. library). It also may boost your videos SEO, so it ranks higher in a search. Videos produced will include production of a separate closed caption file that may be uploaded to YouTube or Facebook when the video itself is uploaded.


Successful Photography Projects Andrea Hamlin Photography

Introduction

This document is intended to help with the creation of all aspects of a successful photography session, to ensure all steps are understood and to answer commonly asked questions.

About Andrea Hamlin Photography

Initially established as Sportography, the business was rebranded as Andrea Hamlin Photography in 2010. Andrea has been in the professional photography business for over 20 years. The broad range of her repertoire includes action to landscape to people. Included among her many clients are: Blue Mountain Resort; Scandinave Spa; Scenic Caves; Ontario's Lake Country and local municipalities. Andrea has been working with RTO7 since 2010. You can view her work at www.andreahamlinphotography.com

Suggestions

Shot List

The Shot list is essential in estimating how much time is required at each location.
  • 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.
  • 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

Models

Andrea will work with partners to help find models and people to use in the images; but she has found that in most cases the operator or business owner has better connections with people who might like to help and be in the images.
  • Model Fees - The Partnership Funding does not include model fees, so any model fees will be paid directly by the tourism partner (most ‘models’ are willing to help if a meal or similar incentive is provided).
  • 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.

Release Requirements

  • It is essential to have ALL models sign an RTO7 release form (below) before or on the day of shooting. Generic release forms (e.g. from the organization/employer) are not acceptable.
  • The partner is responsible to have release forms properly and completely filled out prior to or during the shoot. This allows the photographer to properly allocate time to focus on the shoot rather than paperwork. The day of the shoot, the partner will provide Andrea with copies of signed releases. This may be done in paper copies, electronically or uploaded directly to a Dropbox folder (link to be provided).
  • In addition to the model releases, operator releases must be completed by the operator of the business being filmed.  Partners are required to let all models/businesses know, in advance, that they will have to sign a release.
  • Finally, Notice of Filming signage (sample below) will be required to be posted by the Partner at all public events where crowds will be in the background of image/video.  The photographer will document (photograph) posted Notice of Shooting signage.

Clothing and Props

The importance of ideal clothing and props for the shoot cannot be stressed enough. Appropriate clothing/props will be discussed along with the shot list.
  • 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

If shooting locations are outdoors, then obviously weather can be a factor. Shooting can be conducted in all types of weather, rain, snow or cold; but some partners might not want images captured during these weather types.
 
We will work together to find a date that is mutually agreeable using the long term and short-term weather forecasts coming up to that date. If a date is cancelled due to weather or any other reason, we will strive to reschedule that shoot date at the earliest available date.

Photo Credits

Andrea’s images are easily identifiable – she identifies her images with AHP and the year the image was taken i.e. AHP17 1234, and both Andrea and RTO7 would appreciate photos being credited where feasible.

Sample Shot list/Schedule 

  Time Location Shot specifics Models Who
8:45   Meet up
9:00 9:45 Bass Lake In car shots with Canoe Family Mike, Jen, Riley
      truck with canoe on top  
 
 
 
Family
 
      paddling on water  
10:15   Couch Park Trails Kate
      boats  
      drone - looking at the city and the colours  
11:00 11:20 Farmers Market Shopping   Sam
      Overview    
11:30 1:00 Copeland Forest hot air balloon overview   ??
      hiking couple ??
      biking/obstacle course kids Riley
      Leaves kids  
    Break BBQ lunch    
1:15 1:45 Line?? TBD Motorcycling couple  
2:00   Hewitts market friends Jen & Diane
      fruits outside    
      store    
2:15   Farm Fun Play area kids Sienna, Kypton
      corn maze family Julie & Jamie & Kids
      Pumpkin farm    
      wagon    


Model Release

For good and valuable consideration, the sufficiency of which I hereby acknowledge, I, the Model/Releasor identified in the signature section below, agree as follows.
 
1.  I hereby grant to ANDREA HAMLIN Photography/H Visual Media (photography/videography), his/her heirs, legal representatives and assigns, successors in interest, those for whom Photographer/Videographer is acting, and those acting with his/her authority and permission, the irrevocable and unrestricted right and permission to copyright, in his/her own name or otherwise, and use, re-use, publish and republish photographic portraits, pictures, video, audio recordings and motion picture footage of me or in which I may be included, in whole or in part, including but not limited to composite or distorted in character or form, without restriction as to changes or alterations, in conjunction with my own or a fictitious name, or reproductions thereof in color or otherwise, made through any medium at his/her studios or elsewhere, and in any and all media now or hereafter known for illustration, promotion, art, editorial, advertising, trade, or any other purpose whatsoever. I also consent to the use of any printed matter in conjunction therewith.
2.  I hereby waive any right that I may have to inspect or approve the finished product or products and the advertising copy or other matter that may be used in connection there with or the use to which it may be applied.
3.  I hereby release, discharge and agree to save harmless Photographer/Videographer, his/her heirs, legal representatives and assigns, and all persons acting under his/her permission or authority or those for whom he/she is acting, from any liability by virtue of any blurring, distortion, alteration, optical illusion, or use in composite form, whether intentional or otherwise, that may occur or be produced in the making of said works or in any subsequent processing thereof, as well as any publication thereof, including without limitation any claims for libel or invasion of privacy.
4.  I represent and warrant that I am of full age, competent to sign this release and have the right to contract in my own name. I have read the above authorization, release, and agreement and I am fully familiar with the contents thereof. This release shall be binding upon me and my heirs, legal representatives, and assigns.
 
Date_____________________________        Photography / Filming Session Date(s)__________________
 
_________________________________       ______________________________________
Model / Releasor (print name)                          Model / Releasor Signature
 
__________________________________      ______________________________________
Witness (print name)                                        Witness Signature
 
          
Partner:______________________________________________________________________                                                                                                                                    
Shoot Location: _______________________________________________________________                                                                                                                      
Activity:______________________________________________________________________                                                                                                                                    
 
File #'s:_______________________________________________________________________                                                                                                                                  

IF the Subject is a minor, under 18 years of age: The parent or guardian of the above noted minor Model hereby consents to the taking and use of the photographic portraits, pictures, video, audio recordings and motion picture footage of the minor on the terms set out in this Release.

Signature of Parent/Legal Guardian:__________________________            Date:____________

Print Name of Parent/Legal Guardian: ______________________________________________                                                                    


Operator Authorization

Thank you for volunteering to let the Regional Tourism Organization 7 use photograph(s) and/or video(s) shot at your operation!
 
The photo(s) and/or the video(s) will be used to promote ___________________(partner) and Region 7 as a premier tourism destination.
The photo(s)/video(s) are the property of the partner and Regional Tourism Organization 7 (“RTO7”). The photo(s)/video(s) will be used for the promotion of the partner, Region 7 and Ontario tourism only.
 The photo(s)/video(s) may be held and used indefinitely by the partner and RTO7.
 
I____________________(name of individual) hereby consent to and authorize the Regional Tourism Organization 7 (“RTO7”) to take, use and disclose for the purpose outlined above the photo(s)/video(s) (“Photo(s)/Video(s)”) as taken on  _______________(date) at _________________(location).  I understand the RTO7 may provide the Photo(s)/Video(s) to third party or parties (i.e. Ministry of Heritage Sport Tourism and Cultural Industries, Destination Ontario) for the same purpose.
 
I hereby agree to release and discharge RTO7 and its officers, appointees, employees, agents, and representatives from any and all claims, expenses, demands, actions, causes of action and for any and all liability howsoever caused and by whomever caused, arising out of, but not limited to, the publication, reproduction, distribution, modification, collection, disclosure or any other use of the Photo(s)/Video(s).
 
I acknowledge that the RTO7 has no control over and is not responsible for any use or misuse including, but not limited, to any alteration, modification, reuse or distortion of the Photo(s)/Video(s) that may occur or be caused by third parties. The RTO7 will not be monitoring and has no control over third parties’ use or misuse of the Photo(s)/Video displayed on any of the RTO7 websites or other publications.
 
I agree to forever waive any and all rights including, but not limited to, any rights I may have in relation to the publication of any image shot at this location in various contexts or the right to control the use or distribution of the image that I may have in or to the Photo(s)/Video(s).
 
I agree that the Photo(s)/Video(s) to be used by the partner, RTO7 or third parties will be made without any acknowledgment or payment to me. I agree that this consent form is binding upon my heirs and assigns and will be governed by the laws of the Province of Ontario.  Signatures are to be affixed in the appropriate spaces provided below.
 
I am 18 years of age or over. I have read this form after it was completed, I give this consent voluntarily and I understand and agree to be bound by its contents. I have the authority to enter into binding agreements for this organization.
 
Signature ______________________________        Witness_______________________________
 
Print name _____________________________        Print name_____________________________
 
Date___________________________________       Date__________________________________
 
Regional Tourism Organization 7 Signature ______________________________       
 
Print name _____________________________    
 
Date___________________________________      


Notice of Filming

This event is being photographed and filmed / video recorded. By your presence in this event, you acknowledge that you have been informed that you may be photographed and/or recorded as part of this event. Further, by your presence here, you grant your irrevocable permission for your likeness, mannerisms and voice to be included in theatrical, broadcast television, home video and/or any and all media known or hereafter devised, in perpetuity, and the advertising and publicity thereof.
 
Further, by your presence in this area, you grant your permission for your likeness and voice to be included therein without compensation, credit or other consideration. If you do not wish to be photographed, recorded or otherwise appear under these conditions, you should notify the production team immediately. Thank you for your cooperation.


RTO7 Procurement Requirements

The RTO or co-lead (at the discretion of RTO7) may lead procurement. In conducting procurements, the Parties will conduct the initiative wisely and prudently, achieving value for money. The Parties will acquire all supplies, equipment and services, including any advertising-related services, paid for by the Funding through an appropriate competitive process. Where the purchase price exceeds $5,000 and where an existing vendor procured through a competitive process satisfactory to RTO7 does not exist, at a minimum at least three written quotes will be obtained unless it can be demonstrated that the supplies, equipment or services to be purchased are specialized and are not readily available. It is best practice to obtain at least three quotes, formal or informal, regardless of the purchase price.
 
Any competitive procurement process must include a clear description of the product/service and sufficient details concerning the requirements. Consistent, transparent and objective evaluation criteria must be utilized.
 
The Parties will carry out the Initiative in a manner that no person associated with the Initiative in any capacity will have a potential/perceived or actual conflict of interest* and will disclose without delay any situation that may be reasonably interpreted as either an actual or potential/perceived conflict of interest.
 
*A conflict of interest includes a situation in which a person associated with the Initiative or any member of his or her family is able to benefit financially from his or her involvement in the Initiative.


Ineligible Source of Funds

Partner contributions must be from sources other than Ontario government programs (such as Celebrate Ontario, or Ontario government agencies, such as Destination Ontario, or other RTOs).  In-kind donations are also not eligible as partner contributions for leveraging funds.


Sustainable Tourism

As tourism grows within Region 7, overcrowding is a concern in some destinations within the region, with the potential to adversely affect the tourism product offering.  In support of a longer-term shift amongst both stakeholders and tourists towards improving profitability and considering sustainable tourism as the new norm of travelling, RTO7 seeks to support initiatives that move tourists around the region to areas with capacity for growth, encourage stakeholders to build shoulder season/weekday offerings, help tourists to understand what it is to be a Responsible Tourist, etc. 

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 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.
The following are some examples of sustainable initiatives that you could implement in order to qualify for SIP:

Business Operations and Planning

  • Have membership, support and/or training through sustainability organizations (e.g. Sustainable Tourism 2030)
  • Evidence of action to lower footprint (i.e. monitoring and reduction of utility consumption and waste production appropriate for business size or taking action to lower carbon footprint )
  • Have dedicated financial efforts for assessing and managing environmental risks and impacts (including climate risks)

Tourist Information and Promotion

  • Provide product packaging and/or cross marketing of at least 3 other tourism attractions and services within BruceGreySimcoe that can extend stay, expenditure and diversity of experience during times that you have excess capacity

Tourist Experience & Sense of Place

  • Marketing campaign to encourage tourists to reduce consumption and waste, reduce environmental impacts, and/or increase use of green alternatives
  • Marketing campaign to encourage responsible and/or respectful tourism.
  • Take measures to reduce impact on surrounding land and biodiversity (i.e. plant native species, reduce paved area, install birdfeeders)
  • Long-term planning for maintenance, expansion and product development for tourists and potential tourist increase (i.e. washrooms, parking etc.)
  • Include Indigenous language and/or local cultural content in promotional materials


RTO Experience Projects

Experience Implementation projects will engage visitors on an intellectual or emotional level and therefore, will require more development than products (For example, developing the experience story and creating “WOW” moments). The threshold for “experience ready” is greater than being a product being “market ready”. Experiences must meet the basic eligibility criteria as well as satisfy the following requirements:
  • Must identify which area the experience will focus on or combination of
    • Art[2]
    • 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 TIP, FIP or SIP Application

1.    Begin pulling together visual assets for social media campaign creation, 5-10 images that depict your
       event/addition accurately, along with 30 sec video options.
2.    Ensure that you have placed your festival on and updated your business listings
       on www.brucegreysimcoe.com
3.    Be certain to have all details regarding your festival and product offerings up to date on your landing
       page.
4.    You will be asked to place the BruceGreySimcoe logo and Ontario logo both on your website for a year.
5.    A call will be set up to develop your social media campaign with our agency of record
6.    During the peak season of summer think about regional audiences and which ones you would like to
       entice to your offering. (Blue Mountains, Meaford, Owen Sound, we do not promote more than 40 kms
       away during the peak season to minimize overtourism, but rather assist the residents and visitors already
       here discover what there is to discover)
7.    During shoulder seasons, spring, think about some of the targets in further than 40kms that you would
       like to encourage to visit, including some of our more regional residents.
8.    Be prepared to demonstrate your insurance for internal records.
9.    You will need to save all receipts demonstrating your reciprocal spend within the program, they will be
       submitted once the program is complete along with a final report provided by RTO7
10.  All programs need to be completed by March 31, 2021

Next Steps Following Approval of Your EIP Application

1.    Ensure you have updated your business listings on www.brucegreysimcoe.com
2.    Ensure you have a listing on www.Ontariotravel.net.
3.    You will be asked to place the BruceGreySimcoe and Ontario logo on your website for a year.
4.    Provide certificates of Insurance with RTO7 as a named insured.
5.    You will need to save all receipts for approved expenses program to submit with your invoice final
       report.
6.    All programs need to be completed by March 31, 2021.



Sample of Completed Digital Advertising Campaign Application

  • Note that this medium of advertising is very effective for increasing awareness; the program is also effective for increasing comfort level with digital advertising and appreciating how different advertising media work with and support one another.  Immediate conversion (i.e. ticket sales, bookings, etc. may not be an immediate outcome of the campaign). Only one, as opposed to multiple, calls to action will avoid dilution of the joint investment.
  • Since improved understanding and capability with respect to digital advertising is one objective of this program, the partner is encouraged to ask questions of The Aber Group and will participate in a debrief provided by The Aber Group and RTO7.
  • The audience for your campaign will be determined using your postal code data analysis or RTO7’s target markets as determined by Environics Analytics/Prizm Segmentation. 
  • Note that program preparation (development of creative, media plan, website tagging, media buy, etc.) will require at least six weeks lead time (pre-launch).
  • The media buy may be flighted or taken all at once.
  • Leverage is $1 partner funds matched by $1 partnership funds to a combined maximum of $100,000 per project, e.g. $15,000 leverages to $30,000.
  • There is a minimum $15,000 investment from the partner (can be a single tourism entity or a tourism group/DMO/tourism organization).
  • Media buy will be managed by RTO7’s Agency of Record, The Aber Group Inc.
  • Note that with multiple partners advertising digitally, there will be occasions where partners are effectively ‘competing’ with one another to buy generic keywords e.g. skiing.  RTO7 has a policy to underbid partner bids (i.e. not to compete) on these terms (success is achieved as long as an asset within the BGS region ranks in top half of the page), however we cannot interfere with Google algorithms and natural competition.
  • To ensure timely and constructive execution of the planning and actioning of the campaign please select one representative only to act as the decision maker and liaison with RTO7 and The Aber Group.
 

SAMPLE COMPLETED APPLICATION

Regional Tourism Organization 7

2020/21 Partnership Program Application

Digital Advertising Campaign

 

Please type directly into the form and save a copy to your computer. 
Print off and sign the final page.
Application forms should be emailed to partnerships@rto7.ca
 
Stakeholder Partner/Applicant
Organization’s legal name, website address (for multiple partners - please identify lead partner here and attach details of additional partner(s) on a separate page)
Jane’s Great Golf Course
www.janesgreatgolf.ca
Contact Information of person responsible for this application /lead partner contact


Please include name, title, ADDRESS, phone and email
Jane Doe
Manager, Jane’s Great Golf Course
5555 Dawson Lake Road
Utopia, ON L6L 1M3
Emall: jdoe@janesgreatgolf.ca
Project Name Golf Course Promotion
Project Date(s) Allow at least 6 weeks from project application to anticipated campaign launch.


 
Funding Amount to be Contributed by Partner (i.e. RTO7 will invoice you for this amount – which must include HST)

Partner Contribution: $__10,000_______________


+             $200.00 Administration Fee = $10,200
Funding Ratio  ☒  $1 Partner : $1 MHSTCI
Total project budget $20,000
In-kind contributions by partner (if applicable) Creative to be provided by the partner – depending on the campaign this may include
  • Images
  • Video
  • Banner/display ads (typically in 3 standard sizes – ideally html5 or animated gif files although static gif or jpeg files are also acceptable)
Partner will need to:
  • install Google Analytics if it is not already installed (click here to read a good article on WHY and HOW to install Google Analytics or talk to your web team)
  • provide The Aber Group access to your Google Analytics (click here for how to give advertisers access)
  • ‘tag’ your website for ad tracking purposes (with assistance from The Aber Group)
Target Markets &
Activities


RTO7 Geographic Target Markets:
☒ GTA
☐ Southwestern Ontario
☐ BruceGreySimcoe (for Visiting Friends & Relatives     
       market)
☐ USA border states
☐ Quebec
 
 
Briefly describe your target audience, including:
 
Life Stage (choose 2 max):
☐ Young singles/couples
☐ Young families – kids <6
☐ Midlife families – kids 7-12
☐ Older families – kids 13-18
☒ Mature couples or couples with adult kids
 
Geographic location (please list specific cities if you know them):
 
 
 
What are some interests that your target audience might have?
 
Golfing, winery/brewery tours, hiking, beach
RTO7 Target Activities:

☐ Culture & Heritage
☒ Nature & Outdoor Recreation
☐ Cycling
☐ Festivals & Events
☐ Resorting
☐ Water-Based Recreation
☐ Culinary & Agri-Tourism
☐ Touring
☐ Accessible Tourism
Please explain what the digital advertising campaign will promote to the target audience with rationale i.e. need/demand.


For example: This campaign will promote X (an event, an attraction, an asset, a season, a destination, an activity, etc.) to Y (targeted life stage – couples, families, grandparents, young professionals, etc., age, gender, interests) because we know Z
Geographic Target
(insert area checked above e.g. GTA)
Life Stage Target
(insert area checked above e.g.Young & Midlife Families)
Activity
(insert area checked above e.g. Nature & Outdoor)
Product/Experience being promoted
(list Product/Experience)
Rationale (need/demand)
(list reason for focusing here)
1.            GTA Mature Couples Outdoor Rec Golf packages Golfing numbers down; packaging with other activities to increase demand
2.        
Key Activities, Milestones & Responsibilities
The following is an approximate sequence of events for the campaign you will be undertaking:
1.    Project approval – RTO7
2.    Project agreement – RTO7 & Partner; Partner adds linked BGS & ON logos to their         website and completes the BruceGreySimcoe Service Excellence and the It’s Your           Shift Sexual Harassment & Violence Trainings
3.    Kick-off conference call with The Aber Group to outline/negotiate project   
       objectives, timelines, tracking, reporting frequency etc. – RTO7, Partner & Aber
4.    Provide digital specs for banner ads, social media, etc. - Aber
5.    Develop digital creative for campaign - Partner
6.    Install Google Analytics (if required) and provide Aber access for Partner website) –       Partner
7.    Add RTO7’s Agency of Record, The Aber Group, as advertisers to Partner’s 
       FaceBook page - Partner
8.    Install Google Tag Manager on Partner website – Partner (with instruction)
9.    Testing of Google tagging - Aber
10.  Develop proposed media plan – Aber
11.  Review and approval of media plan – Partner & RTO7
12.  Provide Aber access to social media accounts (e.g. Facebook) – Partner
13.  Develop keywords and ad copy for Search campaign (if applicable) – Aber
14.  Draft social media ad copy (if applicable) – Partner/Aber
15.  Review and approve all keywords, ad copy & destination URLs – Partner & RTO7
16.  Provide any images/video to Aber for campaign – Partner
17.  Launch campaign and send screenshots – Aber
18.  Monitor, optimize and report on campaign – Aber
19.  Timely decisions in response to Aber questions and proposals to optimize, etc. –   
       Partner
20.  Final reporting and analytics to RTO7 - Partner
Messaging – what is the specific message(s) that will be communicated through the digital campaign
 
For those planning a golf trip, checkout Jane’s Great Golf Course for great packages and experiences
 
Sign up for our newsletter to stay abreast of golfing in Utopia
Performance Metrics -
 
Click on a minimum of 3 performance metrics you will report on at project completion. The campaign will be optimized to the performance metrics you choose. For an explanation of these and other useful tourism performance metrics, please click here (or here for video).
 
  Metric: Last Year (Baseline Data): Anticipated This Year:
# Clicks from ads to your website 22,000 24,500
# Clicks out to partner websites 700 1,000
# Video views 500 550
# Conversions (tickets sold*, # overnights, downloads, signups, leads, etc.) 100 newsletter signups 125 newsletter signups
Cost Per Click (CPC) n/a - no previous campaign  
Click Through Rate (CTR) n/a - no previous campaign  
Engagement (reactions, comments, etc.) 160 200
Geographic sources of traffic Grey County BruceGreySimcoe & Greater Toronto Area
# of Postal Codes collected through the campaign never previously collected 125
Other ________________________    
 
*Keep in mind that tickets sold, overnight bookings can only be attributed to the campaign if you are selling tickets/rooms online - this type of conversion is most often not immediately evident. 
Preparation – Please confirm the following are in place CURRENTLY in order to qualify for funding
Website:
☒ My/our website is up to date and easy to navigate
☒ My/our website displays properly on both desktop and mobile devices
☒ I/we have access to my/our websites’ Content Management System to update content       in a timely manner
☐ If booking/ticketing is done online, it is user friendly and easily adapted to package 
     and tracking requirements
☒ Partner has watched Short Google Analytics Tutorial for Beginners that outlines the   
     very basics of Google Analytics (9 minutes)
☒ Google Analytics is installed on ALL partner websites (article on how to install   
    Google Analytic
s or talk to your web team)
☒ RTO7’s agency will have access to campaign related analytics data (article on how
    to give advertiser access)

☒ With Aber’s assistance, Google Tag Manager will be installed on ALL partner   
    websites to facilitate data tracking (note that not installing (or incorrectly installing)   
    Google Tag Manager on all project-related sites may jeopardize the project)
☒ Once Google Tag Manager is installed partner will not change the structure of their   
    website without informing Aber and RTO7 for the duration of the campaign (tag   
    testing will need to be undertaken after the change to ensure that the change does not      affect data collection)
☒ Project specific offers are prominently displayed on the website’s landing page (i.e. 
    above the fold) and the ‘Book Now’ button (if relevant) is prominently displayed for 
    the duration of the campaign
☒ Partner will acknowledge RTO7’s and the Ministry’s support by displaying the
   ‘BruceGreySimcoe – Always in Season’ Logo (JPGEPS) with an active link to
   www.brucegreysimcoe.com and the Ontario Logo (PDFEPSon their website
 
Creative:
☒ Digital creative/collateral (images, videos, display ads, etc.) for use in the campaign
     has been (or will be) developed by/provided by the partner
☒ The ‘BruceGreySimcoe – Always in Season’ logo will be included on all collateral 
    developed in association with the project and the support of RTO7 and the Province
    will be acknowledged in communications both internally and externally (e.g. 
    newsletter, press release, board reports, etc.)
 
Data & Reporting:
☒ Partner collects postal code data from customers and will make this available to
    RTO7 & The Aber Group in support of this campaign, and to be analyzed using   
    Prizm (with reporting back to Partner)  and anonymous aggregation with other data
☒ Data collected as a result of the campaign will be provided as part of final reporting
    to RTO7
☒ Partner is required to submit a final report to RTO7 within 30 days of completion of        the project
 
Engagement:
☒ Campaign will be supported by informed frontline staff
☒ Social media – daily or every other day engagement by partner on relevant platforms
    -  see Social Media Best Practices here
☒ To ensure timely and constructive execution of the planning and actioning of the 
     campaign one representative has been identified to act as the decision maker and
     liaison with RTO7 and The Aber Group.
☒  Partner(s) maintain an active operator listing(s) (at no charge) on
     the www.brucegreysimcoe.com website and listed offerings, events, videos, social
     media, etc. as well as a free listing on www.ontariotravel.net.  Contact Allison
     Davies adavies@rto7.ca 705-888-8728 for assistance if required.
☒  Partner has signed up to RTO7’s Stakeholder Site www.rto7data.ca to access free   
     imagery, research, reports, etc. Contact Allison Davies adavies@rto7.ca 705-888-
     8728 for assistance if required.
☒ Partner has signed up to receive RTO7’s e-blast communications
☒ At least one representative of the partners’ organization has completed the FREE
    BruceGreySimcoe Service Excellence Training and submitted a copy of Certificate of     Completion to RTO7 along with this application (Name:__Jane Doe_______).  It is 
    strongly recommended that at least one representative of the partners’ organization     
    also complete the FREE It’s Your Shift (Sexual Harassment & Violence) Training    
☒  Partner has (or will) consider/reflect on sustainability considerations as they relate to       their business
I confirm that the source of funds to be contributed is consistent with eligible sources of funds, and that I have read and understand all information contained within the Guidelines, and this Application, including all informational links identified as Mandatory in the Resource Document Matrix.
 
The information supplied above is accurate to the best of my knowledge.

Jane Doe                                                                   Feb 28, 2020
                                                                   
 
Authorized Signature  (application must be signed)                Date 
 
Jane Doe, Owner, Jane’s Great Golf Course   
 
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Understanding that all information is needed to effectively evaluate your submission, what changes would
you make to the application?
 

I found it easy to follow - on some things relating to performance metrics, I had to reach out, never having done this before 


Social Media

RTO7 Social Media Best Practices

  • Treat your social media pages as your “online front desk” as, for many of your customers, this is where first impressions about you and your business are made.  Good customer service starts here and this is where you start building relationships with your customers. 
  • Set up a “Business Page” for all social media related to your business – don’t use your personal profile as your business page.  Brian Hunt walks you through how to set up business accounts on both Facebook and Instagram in these One-Minute Tutorial videos:
     
  • Post only when you have something to say to avoid over-posting and “user fatigue”.  Experiment to see what number of posts per week work for you – there are no hard and fast rules.
  • Be social.  Include “chatty” posts about the weather outside your door, events going on in your community, #tbt (throwback Thursday) photos – intersperse these with posts promoting your business (i.e. sales, new products, packages, etc).  Participate in “conversations” with your page visitors.  Examples of social media accounts doing this well are Free Spirit Tours, Blue Mountain Resort and The Beer Bus. Fern Resort shares historical images for #tbt on a regular basis on Instagram (see below), Facebook and Twitter:
     
(Click on image to view complete post)


 
 
 
Tip:  For insight on why being “small-town friendly” can work to your advantage on social media, watch “Embrace Your Small Town Side on Social Media (episode 1” with Your Town Rising.
  • RESPOND PROMPTLY …. to comments, inquiries and negative comments and complaints.  In some cases, an emoji (smiley face, thumbs up, etc) or a simple “thank you” may be all that is necessary to respond.  For questions about your business, respond as quickly as possible.  For complaints about customer service or product quality, ask the customer to contact you offline, via direct message, by email or business phone.  Check out the @thetrendyhost on Instagram as an excellent example of how to respond to comments:
     
(Click on image to view on Instagram)
 

  • Dealing with extremely negative, vicious posts (Trolls).  First, stay professional and encourage communication away from your social media page.  If that doesn’t work, comments can be hidden or deleted and, if persistent, the user can be blocked. Most social media networks have a reporting system, too, to report abusers of the system (trolls and spammers).  Avoid engaging in arguments with anyone online, which is equivalent to “in public”.
For more tips on how to deal with both positive and negative comments, watch this Tuesday Tutorial video by Brian Hunt.
  • Create and use hashtags relevant to your business. Some BruceGreySimcoe operator examples:
o   @horseshoeresort, #DoTheShoe
o   @scandinaveblue, #shhhrelax,
o   @experiencesimcoecounty, #weownwinter
 
Tip: research your hashtag BEFORE you start using to make sure it’s appropriate and relates to your business - use the search function on Instagram or Twitter to check it out.
 
  • Learn more about hashtags are and how to use them in this One-Minute Tutorial with Brian Hunt.
  • Keep information updated – hours, phone #s, email addresses, etc.  If your Facebook page states certain opening hours, make sure your business is open those hours.  Keep this competitive edge as, digitally, it’s easy for customers to quickly find another business to meet their needs. And they will.
Example shown here is @VisitKincardine’s “About” page on Facebook.
 
(Click on image to view on Facebook)


 
 

Tip:  If you’re open longer hours during your busy season, change up your hours on your social media pages and your website.
  • Use images and videos in all posts.  Videos garner the most engagement in posts, with images next and text only posts generating little interest at all.  Use video you take yourself on your phone, maybe of the interior of your store or a winter storm raging outside or something cute your pet is doing.  Be human.
Want to learn how to take better images on your phone to use in your posts?  There’s a One-Minute Tutorial for that!  Need some tips to make videos?  Brian Hunt has you covered in this Tuesday Tutorial video, Using Your Mobile Device to Create Video.
  • Experiment with “boosting” posts on Facebook to reach a larger audience and attract more customers.  For as little as $1.10 per day, for example, you can try advertising on Facebook.
These Tuesday Tutorial videos can help walk you through the process:
 
Tip:  Boost a post that is already doing well organically (meaning it’s not a paid ad) and receiving a lot of comments and shares. 
  • Be flexible.  Social media is always changing, including best practices!  Life is busy – choose the social media channel or channels that suit you best and cater to your target market. 

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.


Google My Business

Google is an important tool when reaching out to customers.  Google My Business is a great, free tool, to bring a stronger online presence for your business.  Find out more about it here.

 
More Social Media Resources


How to Add Someone to Ads Manager in Facebook

Once your application has been approved and a call has taken place with RTO7’s agency of record to develop your digital campaign, you will need to add them to your Facebook account so they can begin generating the ads.  Here is how to allow them access:
1.     Go to Ads Manager Settings. You may be asked to re-enter your password.
2.     Under Ad Account Roles, select Add People.
3.     Enter the name or email address of the person you want to give access to.
4.     Use the dropdown menu to choose their role and then click Confirm.
The person you add will have immediate access to your ad account according to the role you chose for them. You can always change their permissions or remove a person from your ad account by clicking the X that's next to their name.


How to Set-up a Facebook Business Manager Account

1.    Go to business.facebook.com
2.    Click “Create Account”
3.    Enter a name for your business, select the primary Facebook Page for your account, and provide your   
       name and work email address

Next, set up advertising access through Business Manager:

1.    Open Business Manager Settings
2.    Under People and Assets, click on “Ad Accounts”
3.    Select “Add New Ad Accounts” and click “Create a New Ad Account”
Once you have set up your payment method and billing information, you’re ready to navigate to Ads Manager. For more information on Facebook ads click here.


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[3] – 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 level1. 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[4]– An event with long-term planning and commitment. Such as Port Elgin’s Pumpkinfest or The Orillia Perch Festival.
 
Event[5]  – 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[6] – 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, Meaford Scarecrow Invasion, Salsa at Blue or Mariposa Folk Festival.
 
Regional/Emerging Festivals[7]: 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[8]: 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[9]
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.


BGS Customer Service Excellence Training

All partners are required to complete the FREE BGS Customer Service Excellence 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 (JPGEPS) with an active link to
www.brucegreysimcoe.com and the Ontario Logo (PDFEPSto www.ontariotravel.net.


It’s Your Shift

It is strongly recommended that at least one person in your organization complete the FREE It’s Your Shift, Sexual Harassment and Violence Training.


Partnership Agreement

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

Direct Deposit Form

Payments due to you from RTO7 (e.g. Partnership Program refunds, Implmentation Program 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. 

Sample Prizm Report

As part of the administration fee, here is a sample Prizm report RTO7 generated from the Environics Analytics tool. RTO7 staff will contact you to ensure the information in the report is helpful to move your business forward.


RTO7 2020/21 Business Plan

The business plan outlines all of 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 Completed FIP/TIP/SIP Application

Click here for a sample completed FIP/TIP/SIP Application.


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, 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

Do I have to pay the administration fee every time I apply?
Yes.  However, please speak to RTO7 staff about how to combine applications for complementary projects.  For example, if you are looking to acquire imagery through the Image Development Partnership Program and want to use these pictures in a social media campaign through the Social Media Image Advertising Program.
 
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.
 
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.