Adelaide Hills Tourism - Impartmedia · Building Capacity and Capability: 1. Tourism investment attraction and support from RDA and Councils 2. Initiatives to address development

Adelaide Hills Tourism Project Officer Page I 1

Adelaide Hills Tourism Project Officer - Roles and Responsibilities

April 2016

Role

Role of the Project Officer is to implement key projects and deliver ongoing programs from the Adelaide Hills Regional Strategic Tourism Plan 2015-2020

Regional Vision

The Adelaide Hills tourism industry will be collaborative, innovative, sustainable, and highly profitable - generating vibrancy and growing tourism demand.

By 2020 the Adelaide Hills will have high appeal to domestic, international and day trip visitors - providing an integrated 'best in class' experience that encourages longer stays and return visits.

AHT Mission

The Adelaide Hills Tourism Committee contributes to a vibrant and sustainable tourism economy through leadership, representation, information sharing and strategic projects.

AHT Values

The Adelaide Hills Tourism Committee operates for the greater good of the region with the following values: impartiality, independence, credibility, transparency and accessibility.

Regional Goals

The Adelaide Hills has close proximity to Adelaide, seasonal climate, diverse experiences, a strong epicurean offering and natural beauty in its favour - and enormous opportunity for tourism growth. Our industry goals for the next five years capitalise on these assets:

1. WORKING TOGETHER: We are an integrated and coordinated tourism region that presents a compelling reason to visit for Adelaide and Adelaide Hills residents, their friends and relatives, and interstate and overseas tourists.

2. EFFECTIVE MARKETING: We are all proactively promoting the region via digital platforms and traditional media, and industry and consumer events to raise awareness and grow the tourism market.

3. BUILDING CAPACITY AND CAPABILITY: We support the sustainable development of, and investment in, existing and new tourism ventures (including events) that bring more people to the region and get them staying longer and spending more.


Strategy Summary

Working Together:

1. Effective communication and information sharing

2. Connected businesses and industry groups

3. Strategic collaboration with Councils, RDA, RTO network and SATC

4. World Heritage bid support

5. Best practice AHT performance and governance

6. Strong community support for tourism

Effective Marketing:

1. Digital Marketing Strategy implementation

2. Consistent branding and storytelling

3. Effective traditional marketing

4. Co-operative cross-regional marketing

5. Strong and effective Visitor Information Services

6. Familiarisation and educational program for influencers – e.g. social media, hotel concierge, SATC and VIC staff and volunteers

7. Initiatives to address seasonality

Building Capacity and Capability:

1. Tourism investment attraction and support from RDA and Councils

2. Initiatives to address development barriers

3. Regular training and professional development

4. Support for new tourism businesses in the region

5. Support for existing events and development of new event

Additional Information

Reporting Line:

Direct reporting line to the Chair of Adelaide Hills Tourism and the Project Officer is responsible to support the direction of Adelaide Hills Tourism Committee.

AHT Annual Budget:

Approx. $130,000 with potential for additional $20k for Cooperative marketing with SA Tourism Commission.

Contract Position:

The successful applicant will be offered a two year contract with Adelaide Hills Tourism.

They will be responsible for covering all individual work costs e.g. office location, mobile phone and calls, motor vehicle, stationery, IT equipment and support etc. Tourism related out of pocket expenses will be covered by AHT e.g. meeting expenses, parking, postage etc.


Roles and Responsibilities

1. Working Together

We are an integrated and coordinated tourism region that presents a compelling reason to visit for Adelaide and Adelaide Hills residents, their friends and relatives, and interstate and overseas tourists.

Theme AHT Priority Project Officer Role Skills / Experience

1, 2, 3, 6 . Collaboration with

Stakeholders including

communication, information

sharing, connected industry groups

1. Engage with tourism operators and

provide them with the tools and

information they need (e.g. contacts,

research, reports, opportunities,

upcoming events and activities).

Advocate with government (e.g. SATC, PIRSA,

Brand SA, DSD, DEWNR and DPTI) and relevant

bodies (e.g. SATIC, AHWR) for AHT to be a key

point for distribution of tourism industry

information

Maintain AHT industry database

6-weekly industry newsletter (digital) + ad hoc

AHT/Chair updates as required

Maintain closed industry Facebook page

Industry functions and networking

opportunities

Maintain tools and information on industry

page of website www.adelaidehills.org.au (e.g.

Who’s Who document, ATDW factsheet,

research links)

Encourage collaboration between operators

(e.g. packages, joint campaigns)

Strong communication skills

Public presentation skills

Attention to detail

Digital skills: Excel spreadsheet,

Mailchimp, Facebook, Joomla CMS

for industry website page

Event/function management

(invitations, RSVP management,

venue and catering liaison,

PowerPoint/data projector)

2. Engage with precinct and industry

groups such as Stirling Business

Association / Hahndorf Business and

Read and contribute to their newsletters

Share their information with industry/SATC

Attend meetings and member nights


Collaborative approach

Negotiation

http://www.adelaidehills.org.au/



Tourism Association, Adelaide Hills

Wine Region, and broader non-

region organisations as appropriate

e.g. Food SA

Monitor their social media and share on AHT

platforms as appropriate

Manage co-operative campaign support

Relationships

3. Engage with Councils and raise

profile of tourism and work of AHT

Meet regularly with relevant council staff

Update Elected Members

Demonstrate the value of RTO role and AHT to

councils

Stay informed on council matters and

disseminate relevant information to industry

Ensure relevant information is fed through to

councils – reports, research

Ensure council representation on AHT

Committee

Stakeholder Management

Communication

Negotiation

Presentation / public speaking

Relationships


Understanding of Local Government

4. Engage with SATC

Fulfil requirements of SATC Local Contact

Officer Grant – operator communication,

database, ATDW promotion, Visitor Guides,

famil advice and hosting, PR assistance, product

updates to SATC staff, campaign support,

regional photo shoot support, SATC in-region

visits/forums, input into Regional Events and

Festivals assessment process

Regularly attend SATC meetings

Contribute to development of Destination

Action Plans

Conduct 6-montly new product updates to key

SATC staff (e.g. PR, Famils)


including written/copy editing and

public presentation skills

Product knowledge and contacts

SATC relationships, understanding

structure


Negotiation

Stakeholder Management

Understanding of ATDW

Digital skills: Excel spreadsheet,

Mailchimp, Facebook, Joomla CMS

for industry website page



Review SATC communications, with

dissemination to industry as appropriate

Event/function management

(invitations, RSVP management,

venue and catering liaison,

PowerPoint/data projector)Strong

communication skills

Famil experience – itinerary advice

(inclusions, timings, contacts) and

hosting (understanding of media and

trade requirements)

5. Engage with community to raise the

profile of tourism and the

understanding of its value

Provide content for Council newsletters, local

newspapers and relevant local radio segments


4. World Heritage bid support 1. Support World Heritage Bid and

add value where possible

Monitor developments with the World Heritage

Bid and communicate to the tourism sector,

highlighting benefits, opportunities to get

involved and leverage initiatives


5. Best practice AHT performance

and governance

1. Ensure Adelaide Hills Tourism is

accessible, representative and

adheres to best practice and its

constitution.

Attend monthly AHT Committee meetings.

Arrange Committee meetings – venue, agenda,

minutes etc.

Reinforce role and responsibility of AHT to

stakeholders

Create regular opportunities for stakeholder

engagement with AHT through emails,

newsletters, contact details on the website,

industry events and closed Facebook network

Ensure AHT Committee membership is

representative of key sectors and funding

partners – assist with committee recruitment as

Highly organised


Strategic mindset



required (advertising, assessing nominations,

communicating with applicants etc.)

Encourage AHT Committee members stay in

touch with their sectors and actively

disseminate information about AHT directions

and activities

Ensure the Adelaide Hills Regional Strategic

Tourism Plan is implemented, reviewed and

updated

2. Effective Marketing

We are all proactively promoting the region via digital platforms and traditional media, and industry and consumer events to raise awareness and grow the tourism market.


1. Digital Marketing Strategy

Implementation – (note: work

associated with Digital Strategy

is currently and will continue to

be undertaken by a separate

contactor)

1. Ensure AHT has a co-ordinated and

strong presence on social media

including AHT’s Visit Adelaide Hills

Facebook page and Instagram

account, and relevant third party

channels

Adhere to social media policy

Maintain social media seasonal content plan

Facebook posts (consumer page) – minimum

three per week

Instagram posts – minimum one per week

Consider other social media channels

Support stakeholder social media activities

(monitor, like, share and comment on their

posts)

Use appropriate tags to maximise visibility of

posts with relevant stakeholders (e.g. SATC,

Social media experience

Written communication skills



AHWR, local business associations and

operators)

Monitor social media key analytics and report

to AHT Committee on quarterly basis

2. Work with Adelaide Hills Visitor

Information Centre to maintain

engaging and current content on

www.adelaidehills.org.au

Update general content and images as available

(e.g. add new experiences, remove experiences

no longer offered)

Increase/improve ATDW listings incl. events

Sync website with ATDW fortnightly incl. events

Ensure other non-ATDW events are loaded by

councils

Support revenue generation through

promotion of advertising opportunities

Undertake SEO activities

Monitor website’s key analytics and report to

AHT and AHVIC Committee on quarterly basis

Post news items (blog) – at least twice per

season

Ensure AHT has fresh content – images and

articles – engaging with photographers and

writers as required

Strong written communication,

especially writing for the online

environment

Product knowledge

Understanding of SEO, key website

metrics (Google Analytics)

Experience in Joomla CMS or similar

3. Produce quarterly online

consumer newsletter

Monitor sign-ups on the website and consider

demand for and viability of a (quarterly)

seasonal consumer newsletter.


Email marketing experience

4. Increase the number and quality of

Adelaide Hills ATDW listings

Provide information on the ATDW to operators

including its value and the importance of

establishing and maintaining a listing – via

newsletters, industry functions, one-on-one

Understanding of ATDW and online

tourism distribution


http://www.adelaidehills.org.au/



meetings, personal emails, industry page on

website

Conduct a review of ATDW listings to identify

gaps and outdated information then target

businesses that need to add or update listings

and arrange for the removal of outdated listings

5. Ensure Adelaide Hills is well

represented on third party

websites and apps (e.g.

www.southaustralia.com,

TripAdvisor)

Audit Adelaide Hills content on key third party

sites and apps and identify strategies to address

gaps and inconsistencies in key messages and

branding

Familiar with key digital platforms

6. Improve industry’s online

capability

Audit operator online marketing and

distribution capability gaps

Develop tourism-specific digital training

opportunities for industry

Promote third party digital training

opportunities to industry

Familiar with tourism’s general

digital environment and key

platforms

2. Consistent branding and story

telling

1. Improve industry’s capability to

share interesting and engaging

stories (about their product and

the region) with visitors, consistent

with the Adelaide Hills

Interpretation Plan

Review current Interpretation Plan (branding,

key messages) and update as required

Engage businesses in developing and telling

their stories

Understanding of the importance of

storytelling, consistency in key

messaging/branding and key

destination marketing principles

2. Ensure Adelaide Hills brand and

key messages are reinforced

through extensive use by AHT and

relevant third parties (operators,

Encourage the tourism industry and

associations to use regional branding and key

messages

Understanding of brand importance

Understanding of AHT brand –

values, key messages

Strong communication

http://www.southaustralia.com/



business and industry associations,

councils etc.)

3. Effective traditional marketing 1. Work collaboratively with SATC to

maximise the region’s marketing

opportunities in traditional print,

radio or television media (SATC

holds region’s marketing funds)

Ensure inclusion of key messages and relevant

experiences

Maximise sector involvement (opportunities to

leverage)

Maximise co-operative marketing opportunities

(e.g. through the regional cooperative

marketing fund 2015/2016) with SATC to

increase awareness of Adelaide Hills as a

destination

Marketing qualifications / expertise /

experience

Stakeholder management

Communication

Negotiation

Product knowledge

2. Maximise the region’s coverage

through national and international

television productions (e.g. food

and wine, travel shows)

Embrace opportunities to feature the region in

television productions as opportunities arise

through location advice, product inclusion,

contacts etc.

Product and regional knowledge

Strong network of local contacts

3. Raise the profile of the region with

media and maximise media

coverage

Develop media communications plan and

consider opportunities for outsourcing and

partnering on key activities (e.g. media

releases, media database) and leveraging SATC

PR activities

Experience working with media, PR

agency

4. Co-operative cross-regional

marketing

1. Work with neighbouring regions to

increase visitation

Work with neighbouring RTOs and VICs to

identify synergies and cross-regional

opportunities (e.g. famils for VIC staff in

neighbouring regions, campaigns and

development projects)

Communication

Relationships


Negotiation

5. Strong and effective Visitor

Information Services

1. Ensure visitors have access to the right information when and where they need it to improve the visitor

Be an active member of the Adelaide Hills

Visitor Information Servicing Group (AHVISG)

which is a sub-committee of AHT

Understanding of visitor servicing

trends and VIC network (e.g.

accreditation)



experience and increase length of stay/return visitation

Work with partners to provide information

before and during the visit – in the right places,

on digital platforms and at events

Work with consultant and AHVISG to develop a

collaboratively funded and cross-regional visitor

servicing strategy for Adelaide Hills

Work with VICs and VIOs in the Adelaide Hills

and neighbouring regions to encourage quality,

up-to-date information services and the ability

to upsell (including famil program)

Ensure operators know how to work with VICs

to provide information and training to VIC staff

to improve product knowledge

6. Famil and educational program

for influencers (e.g. social

media, hotel concierge, VIC

staff and volunteers)

1. Work collaboratively to target, fund and organise famils and marketing/training events that get the attention of influencers in our key markets

Convene a working group to develop and

implement a famils and educational program

Understanding of role of famils,

experience in itinerary planning and

hosting groups, good knowledge of

Adelaide Hills product

7. Initiatives to address

seasonality

1. Initiate or support activities/campaigns and events that increase the number of visitors, particularly in quiet periods, including winter and mid-week

Encourage, support and prioritise events and

campaigns (including accommodation packages

through third parties) that attract visitors in

non-peak periods

Convene a ‘Packaging Working Group' that

engages operators in the development and

marketing of branded bundles/packages for

non-peak periods

Experience in product packaging and

campaign development/execution

8. SATC Contact Role 1. Work collaboratively with SATC to

maximise the region’s opportunities in

the areas of Public Relations, Trade

Familiarisation, Visiting Journalist

Regularly communicate and provide feedback

to the SATC team as required including

participation on Teleconferences or Regional

Product and regional knowledge

Experience working with media, PR

agency

Communication



Programs, Event funding, staff training

and general Marketing support

Tourism Manager meetings generally in

Adelaide.

Annual Adelaide Hills product training to SATC

staff

Relationships


Negotiation

3. Building Capacity and Capability

We support the sustainable development of, and investment in, existing and new tourism ventures (including events) that bring more people to the region and get them staying longer and spending more.


1. Tourism investment attraction

and support from RDA and

Councils

1. Support RDA and Councils to

actively promote and support

investment in tourism

Help RDA and Councils build the case for

tourism investment by providing industry data

and detail

Facilitate connections between RDA/Councils

and tourism businesses

Work with RDA to ensure Tourism Investment is

included in the Regional Roadmap for Adelaide

Hills, Fleurieu and Kangaroo Island

Understanding of local government

and RDA

Understanding of investment

attraction fundamentals

2. Initiatives to address

development barriers

1. Ensure industry understands

planning and development

processes and the best course of

action if barriers are encountered

Facilitate a forum which allows Councils to

outline processes, tips and challenges relating

to development applications (including case

studies)

Provide feedback to Councils based on

feedback received from operators


and planning/development

processes



2. Ensure planning processes are as

positive towards appropriate

development as regulations allow

Reinforce the value of tourism and build the

case for appropriate development to improve

the visitor experience and increase expenditure

(e.g. through briefings/familiarisations

conducted for elected members and relevant

staff)


and planning/development

processes

Understanding of the value of

tourism

Good communication skills including

public speaking

3. Regular training and

professional development

1. Identify and promote professional

development workshops in areas

such as marketing and distribution

(especially digital), public relations

(dealing with the media), customer

service, events

management/promotion etc.

Provide timely information about training and

development opportunities in the Adelaide Hills

(e.g. SATC, SATIC, RDA, council initiatives and

other third-party providers)


2. Support the development of

growth of existing and new

tourism businesses

Monitor training and development needs (not

met by third party providers) and organise

training if there is sufficient demand

Develop and engage businesses in the uptake

of a marketing development program (e.g. AHT

Business Accelerator Package) with a focus on

ATDW, digital presence and interpretation

(story telling)

Experience in developing and

delivering industry training programs

4. Support for new businesses in

the region

1. Maximise the chances of success

for new tourism ventures in the

region

Provide a ‘soft landing’ for new business

ventures through introductions to established

businesses and provision of helpful information

such as the ‘Who’s Who’ document, checklist

and promotion through AHT social media

channels (consumer and closed industry group)


Product knowledge and local

contacts

Relationship development



Monitor new businesses and encourage them

to be involved in local groups and AHT

networking

5. Support for existing events and

development of new events

1. Ensure regional are well

represented on digital platforms

(ATDW, social media) and are

supported by SATC (in visitor

guides, online and through the

Regional Festivals and Events

funding program)

Encourage all events to list on ATDW for

coverage on key tourism websites including

adelaidehills.org.au

Maintain a contact list for event managers

Monitor upcoming events and post details on

AHT social media channels to both consumers

and industry, and ensure key influencers and

PR opportunities are maximised

Provide advice on and endorsement of relevant

events as part of SATC’s Regional Festival and

Events funding program

Understanding of ATDW

Understanding of event

development and marketing

2. Support the planning and

implementation of a new regional

event that helps to attract visitors

to the Adelaide Hills, avoiding peak

visitation times

Convene an Events Working Group and support

development and implementation of new

events

Understanding of event

development and marketing


Glossary

AHT – Adelaide Hills Tourism Inc.

ATDW – Australian Tourism Data Warehouse

AHC – Adelaide Hills Council

AHWR – Adelaide Hills Wine Region

Bounce Rate – the percentage of visitors to a website who leave from the same page they entered

DAP – Destination Action Plan

DEWNR – Department of Environment, Water and Natural Resources

DPTI - Department of Planning, Transport and Infrastructure

DSD – Department of State Development

HBTA – Hahndorf Business and Tourism Association

MBDC – Mount Barker District Council

PIRSA – Department of Primary Industries and Regions SA

RDA – Regional Development Australia

RTO – Regional Tourism Organisation

SATC – South Australian Tourism Commission

SATIC – South Australian Tourism Industry Council

SEO – Search Engine Optimisation

SBA – Stirling Business Association

TA – Tourism Australia

TRA – Tourism Research Australia

VIC – Visitor Information Centre (accredited)

VIO – Visitor Information Outlet

Documents

Adelaide Hills Tourism - Impartmedia · Building Capacity and Capability: 1. Tourism investment attraction and support from RDA and Councils 2. Initiatives to address development