Upload
griffin-jenkins
View
214
Download
0
Tags:
Embed Size (px)
Citation preview
COMMUNICATIONS
An Overview
Richard Edwards – Chair, Communications CommitteeJanice Lichtenwaldt - Communications Director
Global Sustainable Tourism Council
June 29, 2011
Communications Objectives
• Building GSTC brand equity• Position the GSTC as the subject matter expert on
sustainable tourism• Position the value proposition to support membership
growth, sponsorship and paid services• Provide relevant and timely information to the GSTC
membership to help them implement sustainable tourism practices.
• Building demand for sustainable tourism and tourism products
The Ask: Consider how you and/or your organization can support the GSTC communication objectives.
Key Messages
Industry, Business Associations, Destinations and NGOS (18-24 months)
1.GSTC brings together key travel and tourism stakeholders as the thought leaders in defining sustainable tourism.
2.The Criteria represent the first globally accepted minimum baseline language for sustainability for the travel and tourism industry.
Communications SWOT
Methods of Engagement
• GSTC Website• Newsletter• Blog• Member forum engagement• Social Media (Facebook, Twitter, LinkedIn)• Video vignettes • Webinars• Media relations including press relations, and media roundtables• Speaking engagements• GSTC Marketing materials (with focus on electronic distribution)• Partner advertising and promotional materials• Partner sponsorship opportunities
Press Strategy
Media relations will be key. The Communications team will work over the next twelve months to develop and strengthen key media relationships, get placement on editorial calendars and work to provide much needed content to media outlets.
Tools:Media StatementsMedia ReleasesDirect Media OutreachMedia RoundtablesExpert PanelCommunications Committee
Metrics
• Facebook Fans• LinkedIn Group Members• Tweets /Re-tweets• Blog comments• Member forum engagement• Earned media placements (number of articles, blogs, posts, tweets, etc that
profile or mention the GSTC Council, GSTC Criteria or our spokespeople)• Web traffic
Addition metrics will established on a project by project basis.
Marketing: New Campaign
The Ask #1 – Provide space to place co-sponsored GSTC ads.
The Ask #2 – Use the campaign to promote your business and sustainable tourism!
Branding: New Member Logo
The Ask: Use the logo on your websites and link to us.
GSTC Website: Before
GSTC Website: Stats
GSTC Website: Now
The Ask: Link to the GSTC Website from your web properties.
Social Media: Facebook
YTD vs. MAR-JUN Stats:Lifetime Likes: 556
New Likes: 324New Likes: 241
Post views: 44,413Post views: 36,938
Post feedback: 154Post feedback: 126
Languages:EnglishSpanishFrenchPortugueseGerman
The Ask: Become a fan of the GSTC Facebook page
Social Media: Twitter
YTD
Twitter handle: @gstcouncil
# of tweets: 143
# of followers: 174
# following: 143
The Ask: If you tweet, tweet GSTC! Follow us.
Social Media: LinkedIn
YTD
Group Created: May 30, 2011
# of members: 20
The Ask: Join the GSTC LinkedIn group
Social Media: Blog
YTD
Launched: May 17, 2011
# of posts: 17
# of comments: 13
The Ask: Spread the GSTC blog love
Social Media: Newsletter
The Ask: Forward the GSTC Newsletters far and wide. Encourage subscriptions.
Questions?
Thank You!