Objectives of Business Plan
Operational objectives 2009-2010
DEMA’s operational objectives for the coming year are presented
below against each of the four roles:
Informing
- To build a comprehensive picture of Edinburgh’s target
audiences for high value visitors, investors and talent, and its
competitive position in these markets.
- To develop processes for continuously sharing customer,
audience and market intelligence with all stakeholders.
Managing
- To develop a shared destination promotion strategy for
Edinburgh and get sign off and support for collective delivery of
it from key stakeholders.
- To continue to increase traffic to the http://www.edinburgh-inspiringcapital.com/
website – from 72,000 unique users in 2008-9 to 184,000 in 2009
-10.
- To generate 10 high quality, positive messages/case studies
about Edinburgh per week and place them on the website and in other
media.
- To transform Capital Review into a promotional tool for inward
investment and integrate it with the Edinburgh Inspiring Capital
Brand. Aim to grow international readership by 10% in 12
months.
- To generate £73.5m of economic benefit from conferences through
funding the work of the Edinburgh Convention Bureau.
Influencing
- To sign up all publicly-funded stakeholders as supporters of
the brand and the shared destination promotion strategy.
- To persuade all key stakeholders to develop a DEMA engagement
plan, setting out what they will do to help implement the shared
destination promotion strategy.
- To increase the number of registered brand adopters from 1,000
to 1,500 by March 2010.
Facilitating
- To facilitate at least 2 x visit and 1 x inward investment
collaborative marketing campaigns, co-funded by stakeholders and
seeking to maximise the cross selling messaging opportunities.
