KPI Report 2016/2017
KPI / Measurement / April-June / July-Sept / Oct-Dec / Jan-Mar/RESULTStrategic Review and Marketing Plan
Completion of the strategic review and preparation of 10 year strategy and annual marketing plan / Completion of the 1066 Country Strategic Review to include:
Market research by September 2016
Website review by March 2017
Development of a 10 year strategy to be presented to the Exec Board in April 2017 for approval
Annual Marketing Plan prepared, reviewed and approved by the Executive Board by April 2017 / Underway / Completed
Underway
Underway / Discussions will begin soon on modernising the website
Completed (early)
Draft to be presented to December exec board
Printed Material
Publication and distribution of printed material / Attractions and Group Travel Guide produced and distributed
Information Panels updated and maintained as required / Working on 2017 Attractions Guide now / 200,000 copies printed and distribution started
Website
Maintain the 1066 Country Websiteand ensure information is up-to-date and reviewed on a regular basis / Increase the number of unique visits to website by 10% by March 2017
Develop an action plan based on the recommendations arising from the strategic review in relation to future website development / April – 41796
May – 49084
June - 43810 / July – 55735
August – 63898
September - 48258 / October – 60671
November – 45168
Discussions will begin soon on modernising the website / January – 34976
February - 37153
E-marketing
Electronic newsletters and promotions to potential customers, to include the management and expansion of the online database / Consumer e-newsletters – to be sent out monthly
Increase new sign-ups to online database by 10% by March 2017 / 22 April – 33,370
JITG
4 May – 33,209
1940 Wkd, Htgs Pier
8 June – 33,318
Midsummer Fish Fair / 4 July – 34,170
Pirate Day, Roaring 20s
29 July – 34030
Circus on Pier, 950
August – 35,287
S&W, Big Green Cardigan / October – 34,859
14-16 Oct events; Coin
1 Nov – 36,490
Herring Fair, Bonfires
30 Nov – 36283
Gifts, Jazz Fest / Social media followers as below: almost 12,000 total
Twitter – 6514
Facebook – 5413
January - 37896
What’s New
February – 37582
Music Month, Scallops
PR
Undertake promotional and P.R. activities including press releases, responding to media requests, editorial features & press/familiarisation trips / Minimum of 40 editorial features by March 2017
33 editorial features to date (5 December 2017)
Minimum of 20 press/ familiarisation trips by March 2017
27 to date (5 Dec 2017) / April
Lonely Planet – (Hastings)
Black Oval/Landrover Magazine – Belgium – (1066 Country)
Sunday Mirror – (Hastings & Battle)
Reformatorisch Dagblad – Netherlands – (1066 Country)
Visit Britain Germany group press trip (10) – (Hastings overnight and afternoon)
Belgian press – Bodiam, (K&ES Railway, Wealden)
Kampeerauto – Netherlands (Hastings)
Group press trip with P&O Ferries, - Belgian (1066 Country)
Grinta – Dutch/Flemish cycling magazine – 1066 Country (stayed in Rye)
May
UK blogger – (Hastings, Rye)
Rough Guides online – (Hastings)
June
Swedish journalist working for news agency – via TSE – (Rye, Hastings, Bexhill)
Olive Magazine – UK - pit stop Hastings
UK blogger - Country)
New Delhi TV – Hastings food programme
Go Slow Travel – Sweden – fam trip (Battle/ Hastings/ Bexhill) / July
Ouest France – Jessica Perisse –Battle, Hastings, Pevensey
US bloggers – 2 foodtrippers – Hastings/ Battle
Landlove magazine – 1066 Country and Wealden
August
International LGBT visit with Visit Britain – August (Hastings)
September
Kampeertoerist – Belgian cycling/ camping journalist (1066) / October
Group visit from educational journalists – (Hastings)
French freelancer visit (VB contact) - (Battle/Hastings).
Chinese group (16) trip – mixed press/ travel trade (Rye)
November
De Standaard – Belgian daily newspaper, travel supplement – (Rye, Hurst Green, Curlew Bodiam as part of a bigger south coast trip). / March
Visit Britain Japanese trade trip to 1066 Country – Rye and Winchelsea taken place
Trade Fairs & Exhibitions
Attendance at trade fairs and exhibitions throughout the year / Minimum of 4 consumer fairs attended or representation at by March 2017
Minimum of 2 trade fairs attended or representation at by March 2017 / Arranged appointment meetings with German trade via third party / Visit Britain International Business Exchange – meetings with trade and press reps from international VB offices via third party.
Destination North America – trade representation via third party.
Group Travel Show – trade representation via third party. / Vakantiebeurs Netherlands – January – taken place (trade and consumer)
Salon de Vacances Brussels – February – taken place (consumer)
Explore GB – taken place - international trade meetings via third party
Representation at ITB Berlin – press and consumer facing
Michelham Priory brochure exchange – attractions guides
WI Fair – attractions guides going with TSE
Advertising
To include international, national and regional press, specialist magazines, and online / Increase number of unique visits to the website generated by online advertising by 5,000 by March 2017 / VisitSEEngland wrap round and banner
Tripadvisor banners (all year)
All About History banner / DayTripFinder enewsletter and competition
Sussex Style banner
China guide banner
/ Sussex Life online listings
TLM website
History Extra banner and enewsletter
Discover Britain solus enewsletter / Heart FM – competition (The Old Rectory)
Visitsoutheastengland - web banners (family fun, events)
Easyjet Mag – March with competition (The Driftwood)
Heart FM – extended reach – web banners
Sussex feature in Dis Britain/Britain mag
1066 Membership
To maintain a database of current members and issue newsletters and hosting of 1066 Country Liaison Meetings (councillor engagement) / Members e-newsletters – to be sent out bi-monthly
Host 1066 Members Liaison Meeting twice a year
Increase membership of 1066 Country by 2% by March 2017 / 9 May
14 June
AGM hosted on Pier / 1 Aug
21 Sept / 3 November / 15 December
Local Events Supported
Our events programme is seen as one of our strongest unique selling points / A minimum of six local events supported across 1066 Country
Delivery of the 950th programme to include the Pevensey to Battle race on 16th Oct 2016 / Bexhill Summer Events railway poster supporting:
Bexhill Festival of the Sea
Motofest
Roaring 20s / Rye Jazz and Blues Festival / Hastings Week
Pevensey to Battle race
Medieval Mosaic
Concorde 1066
Battle re-enactment
Very significant ‘1066’ publicity/interest generated local, regionally, nationally and internationally by the 950th anniversary programme / Battle Festival
Wild Boar Week Rye
Streets of Battle
Scallops Rye
English Tourism Week
Supporting local attractions in ETW helps underpin our ‘VFR’ market / Delivery of an e-marketing campaign to visitors within the local area through the consumer database / Decision made at the last Attractions Meeting–
Going ahead – online presence with offers – late March.
HBC and RDC councillors have been invited &
Huw Merriman, Amber Rudd invited to visit local tourism venue.
Italicised items are still to happen
.