membership prospectus 2019-2020 · 2019-09-18 · promote your own business. • opportunities to...
TRANSCRIPT
MEMBERSHIP PROSPECTUS
2019-2020
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Who are we?
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Kangaroo Island Tourism Food Wine and Beverage
Association (KITFWBA) is the peak industry association representing Kangaroo Island’s tourism operators, and its food, wine and beverage producers.
As a not-for profit, membership-based, marketing and destination development organisation, we promote Kangaroo Island for both leisure, business and as the source of premium product and produce, both domestically and internationally.
We focus on targeted destination marketing; we help facilitate the access and dispersal of visitors to our region and provide member services such as advocating for local tourism issues, providing business networking and educational workshops to increase industry capacity and capability. We support and partner with our membership to collectively strengthen and grow our regional economy.
Our key objectives and purposesKangaroo Island Tourism Food Wine and Beverage Association has the following key objectives:
• Targeted destination marketing – to promote Kangaroo Island as a must visit destination, a place of unspoiled nature, authentic products and exceptional tourism experiences.
• Industry Development – to support the development of our industry’s capacity and capabilities by providing access to information, training and industry development opportunities.
• Advocacy – to represent, support and advocate on behalf of our association members, presenting a strong collective voice to key stakeholders, government departments, influencers, trade and media.
• Sustainable regional economic growth – to drive visitation, visitor dispersal, product knowledge, availability and distribution and to increase awareness that Kangaroo Island is a source of premium products and produce.
Who are we?
Why membershipis important
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Why should I become a member?Becoming a member of the Kangaroo Island Tourism Food Wine and Beverage Association has a broad number of benefits. It is an investment that delivers the best opportunities for exposure, networking, marketing and best of all, building strong relationships within the tourism food wine and beverage industry.
As a member you get –
• The opportunity to be part of a strong regional business network promoting the aspirations of the local tourism, food, wine, and beverage industry community.
• Increased awareness, understanding and knowledge of projects, activities and issues facing the region through regular communications and functions.
• Collaborative marketing opportunities to further promote your own business.
• Opportunities to be represented at both trade and consumer initiatives.
• Discounted marketing opportunities through the Visitor Guide and other key publications such as consumer and trade newsletters produced by the association.
• The opportunity to harness the power of working collectively with other members of Kangaroo Island Tourism Food Wine and Beverage Association.
• Access to valuable training and development workshops, programs and initiatives.
• Access to regional, state and national research, tools and resources.
• The ability to access and have exposure on a range of consumer-focused platforms including key regional websites, interactive digital maps and hugely successful social media platforms.
Why membershipis important
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Overview of benefits
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WebsiteKITFWBA will manage, develop and continuously improve its three key websites, providing a significant digital footprint for our members. The websites provide a way for visitors to connect with local tourism operators, producers and experiences and play a key role in attracting and converting visitors to visit and purchase products.
Every KITFWBA member will be listed on at least one of the website platforms. All websites will be interactive and backlinked, ensuring the consumer has the greatest visibility of our tourism food wine and beverage member businesses.
Members will have the opportunities to leverage off these platforms by providing content, imagery, listing events and offering specials and deals.
tourkangarooisland.com.au
110,000 unique visits annually
325,560 unique page views
Over 50,000 visits from international consumers from over 56 countries
eatdrinkki.com.au29,000 unique visits in last 12 months
60,000 unique page views from over 50 countries
kimap.com.au
23,500 page visits
10,950 unique visits
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Social MediaKangaroo Island’s online and social media channels have become pivotal to our destination marketing activities and form a valued benefit to members. The platforms have an incredibly engaged tribe of followers who are using the platform in all aspects of their travel cycle. Used primarily for destination marketing, only members will be able to leverage off social media platform initiatives.
a reach of over 3,909,366
80,000 followers
5,944,953 impressions
303,169 engagements
a reach of over 1,069,629
26,000 followers
1,666,888 impressions
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Cooperative Marketing Being a member of KITFWBA provides great opportunities to participate in collaborative marketing opportunities.
This includes opportunities for:
• Representation and capacity development to attend international tourism trade events such as Australian Tourism Exchange, Travel Showcase, and India Travel Mission.
• Inclusion in regular Consumer and Trade Newsletters where you can show off your latest product, award, or experience etc.
• Invitations to participate in collaborative marketing activities, for example Tasting Australia, Cellar Door Festivals and other key consumer events as deemed appropriate and valuable.
• Assistance with leveraging strategic marketing campaigns run by Tourism Australia, South Australian Tourism Commission and other key stakeholder organisations.
• Opportunities to be included in South Australian Tourism Commission/Tourism Australia media and trade emails.
Industry Development, training, tools and resourcesWith this being a key focus of our industry association, we provide frequent opportunities for industry development.
This includes:
• Invitations to regular networking opportunities for businesses to build connections and find opportunities for partnerships and packaging opportunities.
• Access to regular training and business development workshops across a range of business development areas.
• Opportunities to engage in business mentoring programs.
• Discounted membership access to online training program - Our Kangaroo Island Ambassador Training
• Access to relevant and pertinent research and insights regarding the region.
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Industry NewsletterOur monthly newsletter aims to be packed to the brim with industry news, opportunities, workshops and training and more, plus is a great way to keep both yourself and your team aware of the happenings in the region.
The direct value to members includes:
• Never missing out on an opportunity, grant announcements, training workshops or upcoming events.
• Having the opportunity to promote yourself directly to other KITFWBA members through both our Meet the Member section and our Kangaroo Island product showcase section.
• Staying up to date with industry news from our key stakeholders such as SATC, PIRSA, DEW, SAWIA and Food SA.
• Knowing what your industry association is focusing on and delivering for you as its valued member.
Visitor GuideKangaroo Island Tourism Food Wine and Beverage Association works collaboratively with HWR Media to produce the Official Kangaroo Island Visitor Guide. This publication is an enormous benefit with members being offered up to a 15% discount on applicable advertising. Members can also be represented in editorial content, receive a dedicated business listing in the back of the guide and can be featured on maps throughout the guide if they have a consumer outlet. Presented in both hard copy and via digital means, the guide is an essential piece of visitor collateral.
KANGAROO ISLAND
tourkangarooisland.com.au
Over 100,000 hard copies distributed both domestically and internationally annually
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Membership levels
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Industry Champion This premium level of membership is for those operators who are serious about their industry and believe themselves to be major contributors to the region’s tourism, food, wine or beverage industry. Industry Champions will be exposed at the highest level with all calls to action directly linked to their business for maximum conversion. With only eight packages available – this will become highly sought after.
Key Benefits include:
• Priority access to all membership benefits listed in the membership matrix.
• Industry Champion Branded tile to be placed at the bottom of every website/ booking page on tourkangarooisland.com.au (over 325,500 page visits in 2018-19).
• Direct call to action to your business website or bookings page on the kimap.com.au (valued at $500.00).
• Industry Champion branded tile located on every Industry ‘Work In progress’ newsletter – minimum of 13 per year with direct call to action.
• 4x blogs per year about your business offering or key product to be published on one or more of KITFWBA’s consumer websites.
• Industry Champion branded tile on all industry networking events collateral – approximately 4 per year.
• Free unlimited access to Our Kangaroo Island Ambassador Training Program for staff members.
Introductory offer
$3,000
• Industry Champions speaking space at one industry event per year.
• 1 complimentary ticket to all industry training, networking and other KITFWBA organised/hosted events.
Eligibility Criteria
Be a tourism, food, wine or beverage provider with at least one product and or experience which is available for a visitor to Kangaroo Island.
Be committed to being an Industry Champion and partnering with KITFWBA to achieve our aims and objectives.
Be committed to delivering customer service excellence.
Agree to the KITFWBA Code of Ethics and have all of the appropriate licences and insurances necessary to operate.
Businesses wishing to work closely with the association and wanting to leverage this level of membership are also encouraged to apply.
Please note - due to the limited number of these packages available, they will be allocated based on the first 8 successful applications received.
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Industry Partner This membership package is for all tourism food, wine and beverage businesses that have either a tourism-based business experience, shop front, farmgate or is an accommodation provider and has direct interface with our visitors to Kangaroo Island.
Key Benefits include:
• Use of the Kangaroo Island Tourism Food Wine and Beverages logo.
• Subscription to the industry, consumer and trade newsletters.
• Business listing in one or more of the association’s websites.
• Priority invitation to and discounted inclusion in industry events, including training and industry opportunities.
• Discounted advertising in the Kangaroo Island Visitor Guide and other related visitor guide benefits.
• Access to support to optimise your Australian Tourism Data Warehouse listing.
• Invitations to exclusive member-only events.
• Access to letters of support for grants and award submissions (based on merit).
• Access to collaborative marketing activities, including trade and consumer events, and other destination marketing initiatives.
• All other benefits as indicated in the Membership Matrix.
Eligibility Criteria
Be a tourism, food, wine or beverage provider with at least one product and or experience which is available to a Kangaroo Island visitor.
Be committed to delivering a fantastic customer focused service.
Partner with KITFWBA to achieve our aims and objectives to grow and drive regional economic outcomes.
Be committed to delivering customer service excellence.
Agree to the KITFWBA Code of Ethics and have all of the appropriate licenses and insurances necessary to operate.
Businesses wishing to work closely with the association and wanting to leverage this level of membership are also encouraged to apply.
Please note – Industry Partner is for one product per membership only.
Less than a dollar a day
$350
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Producer Membership This membership package is for ‘Producers Only’ and has been specifically designed for those businesses who are producing Kangaroo Island products and produce who do not have their own shop front or cellar door.
Key Benefits Include:
• Use of the Kangaroo Island Tourism Food Wine and Beverages logo.
• Subscription to the industry, consumer and trade newsletters.
• Business listing on one or more of the association’s websites.
• Priority invitation to and discounted inclusion in industry events, including industry training opportunities.
• Invitations to exclusive member-only events.
• Access to letters of support for grants and awards submissions (based on merit).
• Access to collaborative marketing activities, including trade and consumer events, and other destination marketing initiatives.
• All other benefits as indicated in the Membership Matrix.
Eligibility Criteria
Be a Kangaroo Island producer that does not have either their own retail outlet or a farm gate/ cellar door.
Be committed to delivering authentic Kangaroo Island produce /products.
Be willing to partner with KITFWBA to achieve our aims and objectives to grow and drive regional economic outcomes.
Be committed to delivering product excellence. Agree to the KITFWBA Code of Ethics and have all of the appropriate licenses and insurances necessary to operate.
A cup of coffee a week!
$250
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Business Membership This membership is open to business support services, wishing to have exposure to, engage with and support the ongoing development of local tourism, food, wine and beverage businesses. Businesses include, but are not restricted to plumbers, electricians, lawyers, digital support suppliers, website developers, consultants, cleaners, garden maintenance, property maintenance etc.
Key Benefits include:
• Exposure to over 200 member businesses.
• Creation of business outcomes.
• Networking opportunities.
• Better understanding of the needs and opportunities of Island based businesses.
• One dedicated business profile article in the Industry Associations Newsletter.
• One business listing in corporate section of tourkangarooisland.com.au
• Link to business support section of website in every Industry Newsletter –min of 13 per year.
• Priority invitation to attend Industry functions and events such as Kangaroo Island Industry Exchange.
Eligibility Criteria
Be prepared to work with and support Kangaroo Island Tourism Food Wine and Beverage Association members in the interest of supporting their business development, capacity, capability and other aspects such as succession planning.
Be committed to delivering product excellence.
Agree to the KITFWBA Code of Ethics and have all of the appropriate licenses and insurances necessary to operate.
Introductory offer
$250
Industry Association Supporter This membership package is for individuals who have a vested or personal interest in knowing what activities, projects and initiatives KITFWBA is undertaking.
Key Benefits include:
• Subscription to industry and consumer newsletters.
• Receive invitations to networking events and training and development opportunities.
Eligibility Criteria
To be eligible for this category, you must not be eligible for any of the other membership types listed.
To keep you informed
$50
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Membership Benefit Industry Champion
Industry Partner
Producer Membership
Business Membership
Industry Association Supporter
$3,000 $350 $250 $250 $50
Use of the Kangaroo Island Tourism Food Wine and Beverage Association Member Logo
Receive Industry 'Work in Progress' Newsletter - min 13 per year to keep up to date with opportunities functions and industry news
Subscription to the quarterly Consumer Newsletter
Eligible to provide content for the quarterly Consumer Newsletter
Business Listing on at least one digital platform - tourkangarooisland.com.au; kimap.com.au or eatdrinkki.com.au
Priority Invitation and discounted inclusion to the Annual Industry Exchange Event
Access to support for optimising your Australian Tourism Data Warehouse listing N/A
Access to KITFWBA's destination cooperative and collaborative marketing opportunities
Invitation to exclusive member only industry events
Opportunities to be involved in trade and consumer show activities locally, domestically and internationally
Free or discounted entry to industry development training / workshops and networking opportunities delivered or in partnership with KITFWBA
Priority in updates, referrals and promotion to trade and media contacts
Access to research, and other relevant industry market intelligence
Up to 15% discount on advertising in the Kangaroo Island Visitor Guide for applicable adverts N/A
Access to KITFWBA’s closed Facebook page as an alternative source of information and industry updates
Access to Letters of Support (based on merit) for grant / award applications
Indexed business listing in Kangaroo Island Visitor Guide
Inclusion on either whole of island map or town maps in Kangaroo Island Visitor Guide
Opportunity to be included in Visitor Guide Editorial
Priority Access to the KITFWBA Distribution program - both as supplier and retail outlet
Eligibility to vote at Annual General Meetings, Special meetings and to nominate for the Board of the Association
Listing of job vacancies on corporate section of website and with back links to both industry and consumer newsletters
Eligibility to be promoted through Kangaroo Island Social Media Alliances Consumer Social Media Platforms (Authentic Kangaroo Island)
Corporate Branded Tile with website call to action on every page of tourkangarooisland.com.au
Corporate Branded Tile on every Industry 'Work in Progress' Newsletter with call to action to business website x13 per year
Dedicated Corporate Blog outlining business and product x4 per year
Corporate Branded Tile on consumer newsletter x4 per year
1 x Corporate speaking space at an industry event per year
Unlimited free Access to the Our Kangaroo Island Ambassador Training Program
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Membership Benefit Industry Champion
Industry Partner
Producer Membership
Business Membership
Industry Association Supporter
$3,000 $350 $250 $250 $50
Use of the Kangaroo Island Tourism Food Wine and Beverage Association Member Logo
Receive Industry 'Work in Progress' Newsletter - min 13 per year to keep up to date with opportunities functions and industry news
Subscription to the quarterly Consumer Newsletter
Eligible to provide content for the quarterly Consumer Newsletter
Business Listing on at least one digital platform - tourkangarooisland.com.au; kimap.com.au or eatdrinkki.com.au
Priority Invitation and discounted inclusion to the Annual Industry Exchange Event
Access to support for optimising your Australian Tourism Data Warehouse listing N/A
Access to KITFWBA's destination cooperative and collaborative marketing opportunities
Invitation to exclusive member only industry events
Opportunities to be involved in trade and consumer show activities locally, domestically and internationally
Free or discounted entry to industry development training / workshops and networking opportunities delivered or in partnership with KITFWBA
Priority in updates, referrals and promotion to trade and media contacts
Access to research, and other relevant industry market intelligence
Up to 15% discount on advertising in the Kangaroo Island Visitor Guide for applicable adverts N/A
Access to KITFWBA’s closed Facebook page as an alternative source of information and industry updates
Access to Letters of Support (based on merit) for grant / award applications
Indexed business listing in Kangaroo Island Visitor Guide
Inclusion on either whole of island map or town maps in Kangaroo Island Visitor Guide
Opportunity to be included in Visitor Guide Editorial
Priority Access to the KITFWBA Distribution program - both as supplier and retail outlet
Eligibility to vote at Annual General Meetings, Special meetings and to nominate for the Board of the Association
Listing of job vacancies on corporate section of website and with back links to both industry and consumer newsletters
Eligibility to be promoted through Kangaroo Island Social Media Alliances Consumer Social Media Platforms (Authentic Kangaroo Island)
Corporate Branded Tile with website call to action on every page of tourkangarooisland.com.au
Corporate Branded Tile on every Industry 'Work in Progress' Newsletter with call to action to business website x13 per year
Dedicated Corporate Blog outlining business and product x4 per year
Corporate Branded Tile on consumer newsletter x4 per year
1 x Corporate speaking space at an industry event per year
Unlimited free Access to the Our Kangaroo Island Ambassador Training Program
How to become a memberComplete the Membership Application Form and email to [email protected]
Please note, all applications are required to be considered by the Board of Kangaroo Island Tourism Food Wine and Beverage Association as a constitutional requirement.
Applications which do not agree to adhere to the Code of Ethics or do not indicate they are compliant with the appropriate licenses and Public Liability insurances will not be considered eligible.
Successful applicants will be notified by email and subsequently invoiced with 30 day payment terms.
If you have any questions at all about membership, please do not hesitate to contact:
Executive Officer Kylie Bamfield [email protected] or on 0438 828 296.