The goal here was to prompt at least 1,000 of Charlottetown’s 7,000 single-family homes to order a water meter during 2014 at no cost to them. To build communication strategy, we consulted citizens in a focus group context about their beliefs and intentions with regard to water conservation. This led to the info-graphic approach shown here and the following Positioning Statement:
“The City of Charlottetown’s 2014 TAKE CONTROL program encourages concerned households to take control over their own water consumption by tracking it through voluntary water metering ahead of mandatory metering expected to come into force over the next few years. Households choosing to TAKE CONTROL will realize substantial value, starting with free installation (usually worth about $200), as well as potential further savings with payment based on usage.”
In direct marketing via web and mail, customers were encouraged to name “Water Saver Champions” who had informed them of the program. Champions would earn a $25 water bill credit for recruiting new metered customers. The campaign integrated messaging across direct marketing, brochure distribution via plumbers, advertising in newspapers and radio, media relations, and outdoor signage (also shown here) showing progress during the promotion period. The objective was successfully achieved ahead of schedule in November of 2014.
In 2014 the Harbour Authority (CHAI) had outgrown the “Historic Charlottetown Seaport” brand, which had been used in various iterations for some time. The need was defined for a focused branding approach that clearly communicated the mandate and mission of CHAI across all applications. First we developed a positioning statement that established the name, “PORT CHARLOTTETOWN” as the entity responsible for receiving and welcoming visitors to Prince Edward Island arriving in the Capital region by sea; generating economic impact for the greater PEI community via cruise and other revenue based opportunities; and delivering the appeal of the destination in collaboration with Island partners.
Second, we tapped research from two of the leading cruise lines that told us what their customers were looking for, leading to the conclusion that the brand should:
We were hired by the Central Coastal Tourism Partnership Inc. (CCTP) to explore the feasibility of developing a new festival on PEI, themed around kayaking. Eric Riordon served as the Partner in Charge and Keith Hansen as the Project Manager and Consultant.
The intent of this study was to serve as Phase I in the development of a Kayak Festival for the 2015 tourism season. A thorough research process which included a regional scan and best practices research, as well as key informant interviews was used to collect the information necessary to determine the viability of the kayak festival for the 2015 season. The Final Report provides an assessment of the potential for a Kayak Festival to attract off-island tourists and financial feasibility of the event, pre-identified potential partners as well as their means and willingness to participate in the festivals programing. The study explored the development of the new product, assessed the potential for increases in overnight stays and visitation numbers, explored ways to engage kayakers as a target market, outlined a means for participation from various operators, explored potential revenue streams and began conversations with potential non-profit and private sector partners to assess what is feasible related to financial and volunteer support.
Strategic considerations for product development were seen to include aligning the festival with the Province’s tourism strategy by boosting PEI’s overall reputation as a coastal, water-themed destination; adding to the Island’s credentials for outdoor adventure; and making the festival part of the Central Coastal Drive experience by promoting multiple locations, spreading out the economic spin-offs. PEI Paddle-Palooza was suggested as a brand for testing.
Peggy Miles, Tourism Development Manager
Central Coastal Drive Tourism Partnership
902 963 3613
Built in 1906 to support PEI’s Railway, this Charlottetown waterfront landmark has served Islanders and visitors in many ways, from its origin as a centrepiece for the PEI Railway and since 2001 as “Founders Hall”, an interpretive centre for the birth of a nation.
Now a feasibility study conducted by MacPherson Roche Smith in collaboration with The Sharp Group has examined the potential for the building to come to life again as an experiential showcase for everything about PEI food: how we source it, prepare it, add value to it, sell it, export it, experience it, and think of it as part of the culture that makes us who we are.
The project included extensive background research including, best practices worldwide, buy local, farmers markets, experiential tourism, the local cruise industry and local demographics. The project also included extensive consultations including, an online survey, key informant interviews and focus group consultations.
The project examined the building’s physical structure and how the components being explored might fit into the building, the financial costs associated with transforming and operating the building, as well as the preidentification of key stakeholders to drive the agenda forward. The study was successfully completed in June, 2013, recommending nine integrated food-focused components, all under the PEI Flavours Onstage brand.
Sebastian Manago, Director – Export Channel Development, Innovation PEI