STEP Strategic Plan

1 Executive Summary

• The Four Strategic Priorities
• The Eight Guiding Principles

2 Background and Context

• 2.1 Introduction
• 2.2 Map of the STEP Project Area
• 2.3 Musquodoboit Harbour-Sherbrooke STEP Project Goal and Opportunity
  • 2.3.1 An Ecologically-Driven Brand Opportunity
  • 2.3.2 Thematic and Brand Directions
• 2.4 Tools of Tourism Product/Experiential Development
  • 2.4.1 The Tourism Market Readiness Continuum
  • 2.4.2 The Travel Demand Generator Model
  • 2.4.3 Product Development Types
  • 2.4.4 Design Excellence
  • 2.4.5 The 12 Essentials of Successful Travel Products
  • 2.4.6 Total Brand Ownership
• 2.5 Understanding the travel customer

3 Strategic Approach

• 3.1 The 2015-16 STEP Initiative
  • 3.1.1 STEP Working Group Tourism Mission
  • 3.1.2 Partnership Strategic Alignment
  • 3.1.3 Research and Related Activities
  • 3.1.4 Community Involvement
• 3.2 Moving the STEP Initiative Forward
  • 3.2.1 Leadership
  • 3.2.2 Funding
  • 3.2.3 Guiding Principles
  • 3.2.4 Tourism Vision
  • 3.2.5 Tourism Positioning
  • 3.2.6 Unique Selling Proposition (USP)

4 Strategic Priorities and Actions

• 4.1 The Four Strategic Priorities
• 4.2 Strategic Priorities and Outcomes
  • 4.2.1 Priority 1: Capitalize on the Nature-based Opportunity
  • 4.2.2 Priority 2: Build Success through Engagement
  • 4.2.3 Priority 3: Advance Experiential Tourism Development
  • 4.2.4 Priority 4: Enrich Quality of Life

5 Appendices

• 5.1 Appendix A – The Musquodoboit Harbour-Sherbrooke STEP Working Group
• 5.2 Appendix B – SWOT Analysis
• 5.3 Appendix C – Tourism Nova Scotia Visitor Statistics
• 5.4 Appendix D – Timeline of STEP Working Group Activities
• 5.5 Appendix E – Community Consultation #1 Inputs
• 5.6 Appendix F – Wild Atlantic Way Positioning/Brand Best Practice
• 5.7 Appendix G – The Tourism Nova Scotia Toolbox
• 5.8 Appendix H – Brand Creative Brief
• 5.9 Appendix I – Reference Documents Reviewed