Strategic Marketing Plan
Tilma has a proven track record when it comes to developing creative and focused marketing strategies that work.
Our marketing strategies position destinations in the right way to attract visitors to the region.
“Tilma Group has made an incredible difference to tourism in Outback Queensland which has flourished under their experienced and creative command.
With an eye for detail and a knack for finding opportunities, Linda and her team have built a thriving online presence and opened the Outback up to the world. The strong connection with industry and media has seen unprecedented results for our brand and our products, and our region now has a strategic, secure future thanks to the comprehensive planning and insight that Tilma Group has provided.
Reliable and innovative, Linda is an absolute delight to work with, and the down-to-earth connections she forms with all she meets are a testament to her passion and professionalism.
We would like to thank her and the Tilma team for their tireless efforts and enthusiasm, her intuitive advice, and wealth of marketing and tourism knowledge.”
Process of Development
To develop a marketing strategy for a destination Tilma Group uses the following process. We
review relevant tourism plans and reports
consult with the client
audit the destination’s tourism products and experiences
identify current and opportunity markets that align with the destination’s tourism products
identify, and develop visitor profiles for, target markets
identify key messages that will connect with ideal visitors
determine the marketing objectives that the destination would like to achieve
determine tactics to reach target markets, and when
allocate the marketing budget to the selected tactics
develop a clear action plan for implementation of the plan, including how to measuring results
share a draft marketing plan with the client for feedback and adjustment as necessary
finalise the marketing plan along with a marketing schedule and content plan for social media
Recent Client Success
☆ Edward River Council – Destination marketing campaign
Tilma Group secured $156,000 in funding from Destination NSW to double Council’s marketing budget and develop a $250,000 marketing campaign for the rural town Deniliquin, 3.5 hours north of Melbourne.
The campaign had an ROI of 12.5:1, resulted in a 32% increase in room nights, and won Bronze for Destination Marketing at the 2018 NSW Tourism Awards.
A media familiarisation tour resulted in NewsCorp coverage in major papers in VIC, NSW, NT and QLD, and a full-page story in the Escape section of the Sunday Herald Sun (Melbourne), the Sunday Telegraph (Sydney) and the Sunday Mail (Brisbane) with a total reach of over 1 million readers.
☆ South Burnett Regional Council – PR management
Tilma Group managed PR for the South Burnett region inland from Queensland’s Sunshine Coast. This included
development of a relevant media database
development of a story bank
preparation of a PR calendar to ensure effective roll-out of media releases and stories
coordination of a visiting journalist program and media familiarisation tours
a media activation at Brisbane’s Regional Flavours Festival to connect chefs, media and influencers with the region’s produce and producers
development of a 12-month calendar of 24 blog articles, including guidance for the tourism team on how to effectively leverage these in destination marketing.
Highlight outcomes included a six-page spread in RM Williams’ Outback Magazine with a reach of 53,500, and an article in RACQ’s travel magazine with a reach of 1 million. The estimated AVE for short-lead articles has been $1,125,000 with a reach of 869,000 readers, in addition to numerous radio interviews, online articles, event listings, and long-lead articles.