Jamaica Community Experiences

Consultancy Firm to Provide Marketing and Promotional Services for Rural Community Enterprises

• Client:Jamaica Social Investment Fund (JSIF)
• Partners:Government of Jamaica, Jamaica Tourism Board (JTB), Jamaica Product Development Company (JPDco)
• Project Duration:August 2015 – December 2018

Project Description 

In 2015, Solimar assisted the Jamaica Social Investment Fund (JSIF), Government of Jamaica and the tourism industry to develop a fresh brand identity “Jamaica Community Experiences” and promotional materials that are able to convey the country’s wealth of community-based attractions.  The community tourism enterprises (CTEs) that were promoted under this project are groups of rural people with common economic interests (i.e. farmers, fishermen, agro-processors, craft producers) who have organized themselves to carry out business activities across the island.  In the development of this new brand, Solimar provided an overall look and feel, new promotional materials such as videos, brochures, high quality digital images as well as strategic marketing plans and training.

In 2018, to further the development of the Jamaica Community Experiences brand, JSIF contracted Solimar and Small Planet Consulting to provide business mentoring, sales and marketing management services to the eight community-based enterprises. During this phase, the team is developing a strategic business management and marketing plan for each CTE focused on improving the business’s online presence through social media platforms. Solimar will also help facilitate bookings of the CTEs through an online reservation systems and establishing partnerships with third party distribution channels. 

Major Activities

• Undertook brand research and product assessments to develop a creative brief for the Jamaican community tourism products
• Created the brand platform, brand guidelines and communications tools (including a multi-page brochure and four short videos) to articulate and implement Jamaica’s community tourism brand promise
• Introduced the new brand to cluster members and key partners, and built their capacity to adopt and apply the brand identity to market community tourism
• Develop abbreviated business plans for each CTE that outlines product descriptions, pricing, marketing activities, and sales/distribution channels
• Assist each CTE to improve both their printed and online marketing and sales materials and listings
• Develop an online training course that will allow each CTE to understand how to effectively use social media

Results

• Built awareness of community tourism in Jamaica
• Established and launched the Jamaica Community Experiences Brand in September 2016
• Developed Jamaica’s community tourism marketing strategy and position Jamaica as a community tourism destination
• Developed effective, low-cost to implement communication tools that Jamaica and the eight CTE’s supported by JSIF can use immediately to communicate with and attract the markets, funders and stakeholders including:
  • Four, 45-60 second promotional video showcasing the Jamaica four core themes of community tourism experiences and featuring eight JSIF-supported enterprises
  • Design and content of a multi-page brochure showcasing the Jamaica community tourism experience and featuring the 8 JSIF-supported enterprises.
  • Four posters featuring the core community tourism themes
  • High-quality digital images
  • Establishment of Trip Advisor and Facebook accounts for 8 CTEs, including unique Facebook cover images, and designs 20 Facebook ads
  • Developed Jamaica’s community tourism marketing strategy and position Jamaica as a community tourism destination
• An improved online presence, visibility and use of social media among the CTEs
• Improved integration of community tourism marketing into the overall marketing efforts of the Jamaica Tourism Board
• An established online reservation and payment system to facilitate bookings for community tourism enterprises
• Improved packaging and new sales and distribution channels for the CTEs
• Training and planning for the overall sustainability of the CTEs

Tourism Projects

• Albertine Rift, Uganda
• Armenia Marketing Campaigns to Enhance Tourism to Local Economies
• Artisan Development in Morocco
• Balaclava and Blue Bay Marine Parks, Mauritius
• Bengal Tiger Conservation Activity
• Benin Market Research Study
• Black Belt Region, Alabama
• Bocas del Toro, Panama
• Boquillas, Mexico
• Cambodia
• Campeche, Mexico
• Cayman Islands National Tourism Plan
• Choco Community Tourism Alliance, Colombia
• Climate Smart Islands
• Colorado CRAFT
• Colorado Destination Stewardship
• Dogon Country, Mali
• Dominican Republic
• Douro Valley, Portugal
• Eastern Newfoundland, Canada
• Eastern Sri Lanka
• Ecuador
• Ethiopia
• Ethiopia Western Route
• Four Corners, USA
• Friends of Wallacea, Guyana
• Georgia National and Regional Tourism Plans
• Global Sustainable Tourism Criteria
• Go Blue Central America
• Great Himalaya Trails
• Großglockner High Alpine Road
• Integrating the Tourism & Energy Sectors in Uganda
• Izabal, Guatemala
• Jamaica Community Experiences
• Johnny Cay Regional Park, Colombia
• Jordan
• Kakheti Tourism Planning, Georgia
• Kingdom of Saudi Arabia
• Lakes to Locks, New York
• Lewis and Clark National Historic Trail
• Liberia Business Planning
• Liberia Conservation Works
• Liberia Ecotourism Study
• Malawi Shire River Basin
• Mizoram, India
• Moldova Tourism Market Segmentation
• My Armenia Cultural Sustainability Program
• My Armenia DMO Development Course
• Myanmar North American Representation
• Namibia North American Marketing Campaign
• Namibia North American Representation
• Namibia Online Marketing Campaign
• Nepal
• Nepal North American Road Shows
• Nepal Trail-Based Tourism Development Project
• Papua New Guinea
• Peak Park, Colombia
• Pearl Cays, Nicaragua
• Publication on Nature-Based Tourism and Community Benefits in Protected Areas
• Puerto Rico Alternative Tourism Analysis
• Rajasthan, India
• Republic of Georgia DMO Development Course
• Research Report to Identify Effective Information and Communications Technology-Based Marketing Strategies
• Rio Grande do Norte, Brazil
• Rurrenabaque, Bolivia
• Rwanda Marketing to the East African Community
• San Andres & Providence, Colombia
• Santo Domingo Ciudad Colonial, Dominican Republic
• Sedona Verde Valley
• Sierra La Giganta, Mexico
• Sierra Leone Wildlife Policy
• Sierra Nevada, California
• Southern Tanzania Destination Marketing
• Southern Tanzania Tourism Plan
• Sri Lanka
• Sugar River Region, New Hampshire
• Sustainable Islands Platform
• Svaneti, Georgia
• Tennessee Valley Geotourism Program
• Tequila Region Geotourism Program
• Tribal Tourism in the Northern Great Plains
• Tunisia Cultural Heritage
• UNESCO World Heritage Journeys Khiva, Uzbekistan
• UNESCO World Heritage Journeys Silk Road
• US Gulf Coast States
• USAID Bangladesh Ecotourism and Conservation Alliance
• USAID Climate Adaptation Project in the Maldives & Sri Lanka
• USAID Georgia Economic Security Program
• USAID Georgia Resilient Communities Program
• USAID Republic of Congo
• USAID South Caucasus Regional Tourism Program
• USAID Timor-Leste “Tourism for All”
• USAID Visit Tunisia
• Visit Alamosa Strategic Tourism Planning
• West Virginia
• Western Balkans Geotourism Program
• Wild and Scenic Delaware River
• World Heritage Journeys of the European Union
• WWF Bhutan
• WWF Conservation Travel
• WWF Madagascar

(责任编辑：热点)