The document summarizes the results of a self audit by the Destination Southwest Nova Association (DSWNA). It includes statistics on: - Marketing efforts in different regions of Southwest Nova Scotia and sectors like accommodations and attractions. - Where current guests come from, with most from Ontario and Atlantic Canada. Eastern USA shows highest growth potential. - Social media use is highest for Facebook and average length of stay is mostly 2 nights. - Comparisons of volume and revenue from 2012-2013 with about a third reporting better or worse in each. - Limited use of analytics among responders to track website visits and top referral sites. - Familiarity with marketing efforts around Nova Scotia's Backyard theme with under

1. DSWNA Self Audit Results
• South Shore....................................43.1
• Bay of Fundy & Annapolis Valley.....34.5
• Yarmouth & Acadian Shores...........25.9

2. Sectors
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Accommodations.....................................20
Festival & Events......................................4
Attractions & Experience Providers..........9
Museums..................................................5
Wine & Culinary........................................3
Services.....................................................7

3. Current Guests
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Ontario...................................... 79.7%
Atlantic Canada..........................78.0%
HRM...........................................71.2%
Eastern USA..................................64.4%
New Brunswick.............................52.5%
Quebec.........................................52.5%
Western Canada...........................50.8%
Local.............................................50.8%
Other............................................49.2%

4. Growth Potential
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Eastern USA.................................67.8%
Atlantic Canada...........................61.0%
Ontario........................................57.6%
Quebec..........................................52.5%
HRM..............................................54.2%
Western Canada............................40.7%
Other.............................................39.0%
New Brunswick.............................33.9%
Local..............................................32.3%

5. Average Length of Stay
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2 night...................................45.0%
1 nights..................................32.5%
Other.....................................10.0%
7 nights.....................................7.5%
3 nights.....................................5.0%
4 nights.....................................7.5%
5 nights.....................................0.0%
6 nights.....................................0.0%

6. Social Media
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Facebook....................93.0%
Twitter........................42.1%
Other..........................38.6%
Youtube........................36.3%
Blog..............................15.8%
Pinterest......................15.8%
IG...................................3.5%

7. Volume 2012-2013 Compare
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Better .....................................33.9%
Same.......................................30.5%
Worse......................................30.5%
Other.........................................5.1%

8. Revenue 2012-2013 Compare
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Higher ....................................34.5%
Same.......................................34.5%
Lower......................................25.9%
Other.......................................5.2%

9. Analytics
Self Audit
• 8 of 59 Reported using analytics
• 1 of those 8 has just begun in August
• Unique Visitors from responders
1213-105,323 YTD

10. Analytics Top 5 Cities
Results of Self Audit
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Halifax
Bridgewater
Toronto
Montreal
Ottawa
Of note 6th New Brunswick

11. Analytics Top 5 Referral Sites
Results of Self Audit
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Novascotia.com (4)
Facebook (2)
Novascotiawebcams (2)
Whitepoint.com (2)
Atlanticweddingshowcase.com (2)

12. 3 regions marketing efforts around
“Nova Scotia’s Backyard”
• Very Well............................9.1%
• Well...................................45.5%
• Not Well............................47.7%