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PASSION IS NOT ENOUGH: PREPARING FOR SUCCESS IN WILDLIFE AND NATURE TOURISM MARKETING

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Many wildlife responsible tourism initiatives are developed by passionate nature lovers and conservationists, but they are not prepared for what is required to successfully market in today’s digital environment. Marketing now requires collaboration from the entire organization – from bookings, to operations and field guides. All need to connect with marketing, and a completely new set of skills, processes and techniques learned. Using her experiences working with Sam Veasna Centre as a case study Alison will look at the major challenges for responsible Wildlife Tourism operators, how they need to develop organizationally, and key steps and techniques to achieving marketing success. Sam Veasna Centre is a wildlife conservation NGO achieving successful conservation through community based ecotourism around Cambodia.

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PASSION IS NOT ENOUGH: PREPARING FOR SUCCESS IN WILDLIFE AND NATURE TOURISM MARKETING

  1. 1. PREPARING FOR SUCCESS IN WILDLIFE AND NATURE TOURISM MARKETING
  2. 2. WHAT ON EARTH DOES THAT MEAN?
  3. 3. Preparing the ground The Challenges – structures, processes and organisational Approaches to solve these and create a platform for success What I am going to talk about…
  4. 4. We are both a conservation NGO, and a non-profit ecotourism operator running specialised birding and wildlife tours to Cambodia’s most vulnerable habitats, to view some of the world’s most critically endangered species. The funds generated from ecotourism go back into community and conservation projects and ecotourism development – essentially creating a ‘local environmentally sustainable economy’. SVC build infrastructure, develop skills, provide employment from ecotourism and with the Conservation Contribution - tied to sightings of key species incentivise away from illegal land use and hunting, which goes into community development. Along with our conservation partners WCS Cambodia, we have been able to clearly measure success in the areas we work – species stabilisation, growth and reduced deforestation.
  5. 5. Add FB Engagement Fans Posts
  6. 6. • What I walked into An organization driven by passionA responsible wildlife tourism initiative driven by passion
  7. 7. Today’s digital Environment
  8. 8. Huge exciting opportunity alert…
  9. 9. WHO YOU ARE - what are YOUR STORIES, YOUR MESSAGES, YOUR PILLARS, YOUR VISION - WHO are you talking to, WHAT are you saying to your different audiences – which of your stories will most inspire that audience, best feed their needs - Does EVERYBODY in your organisation actually know any of the above??? HOW will you use everyone in your organisation and network to help? - HOW are you getting those stories? In and out… what’s the process? - WHO are your Friends? - WHO is in your network? - HOW do you CONNECT with them? - WHAT are your processes to do so? BUT…. DO YOU KNOW?
  10. 10. Brand
  11. 11. WILDLIFE ECOTOURISMCOMMUNITY CONSERVATION EDUCATION
  12. 12. Soft Adventure Who are our audiences? Responsible and Ecotourist Sustainability Wildlife and Nature Travellers Birders
  13. 13. Huge exciting opportunity alert…
  14. 14. Traditional operational environment
  15. 15. Bookings Operations Finance Guide TeamCommunity
  16. 16. Process…Structure… Organisation
  17. 17. Weekly meetings Clear communication lines Information sharing
  18. 18. Process…Capacity development, Training
  19. 19. Greatest advocates?
  20. 20. . Transforming Experience
  21. 21. ESTABLISHING AND NURTURING YOUR NETWORK
  22. 22. Thank you….

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