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It defines mission, vision, and mandate, including strategic marketing initiatives in association, government, and incentive travel markets. The plan sets measurable goals and objectives, specifies target markets and program elements, and details marketing, sales, and media activities plus a 2020/2021 marketing and sales calendar and evaluation approach.",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":11,"@type":70,"position":76},"https://docshare.wps.com/template/presentations/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/marketing-and-sales-strategy-2020-2021/354391/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/marketing-and-sales-strategy-2020-2021/354391.png","ImageObject",442,249,{"name":88,"@type":89},"\tJames","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-29","2026-09-22",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",10,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What is the mission and purpose of the Yukon Convention Bureau in the 2020/2021 plan?","Question",{"text":109,"@type":110},"The Yukon Convention Bureau is a member-led non-profit focused on selling Yukon as a destination for meetings and special events that significantly contribute to the Yukon economy.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"What goals and objectives does the plan set for 2020/2021?",{"text":114,"@type":110},"The plan targets positioning Yukon as a premier meeting and event destination, raising awareness of cost effectiveness, generating $4 to $6 million in net annual economic impact, producing 40–50 MICE leads, and hosting multiple familiarization tours and client events.",{"name":116,"@type":107,"acceptedAnswer":117},"How will the strategy be executed and evaluated?",{"text":118,"@type":110},"Execution relies on trade show sponsorships and partner exposure, promoting member participation, hosting FAM tours, updating the website, advertising in targeted publications, and tracking requests for proposals and bids. Evaluation is included as a dedicated section to assess outcomes.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},354391,1791480433,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":8,"category_name":11,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":8,"language":136,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":137,"faqs":138,"seo_title":139,"seo_description":61,"update_tm":140,"read_time":79},2336474466412,"https://ap-avatar.wpscdn.com/davatar_155a257f0dc6eb9ab79c44ca47cae57d","2020-2021 Sales & Marketing Strategy  \nYukon Convention Bureau-Marketing Plan 2020/2021  \nIndex  \nOverview and Introduction…………………………………………....3  \nGoals and Objectives……………….……………………………….…4  \nStrategies…………….………………………………………………….5  \nTarget Markets & Marketing Program……………………………..6-9  \nMedia Program………………………………..………………………10  \nSales Program……...……………………………………..……….11-12  \n2020/2021 Marketing and Sales Calendar….…..………………….13  \nYCB Sales Organization………...…………………………………....14  \nEvaluation………………………..…………………………………….14  \nYukon Convention Bureau-Marketing Plan 2020/2021  \nYUKON CONVENTION BUREAU OVERVIEW AND INTRODUCTION:  \nThe Yukon Convention Bureau is a member-driven, industry led destination marketing organization (DMO), tasked with positioning the Yukon as a favourable destination for meetings and events in the following sectors; Association, Government and Incentive Travel.  \nThe Yukon Convention Bureau has been in operation since 1998, offering an exciting, value-fordollar option for meeting and conference planners. YCB will continue to build on the success of past years’ experience while seeking to enhance collaboration with the Department of Tourism and Culture, and the City of Whitehorse.  \nMission:  \nThe Yukon Convention Bureau is a member-led non-profit organization whose mission is to sell the Yukon as a destination for meetings and special events, which contribute significantly to the Yukon economy.  \nVision:  \nA sustainable meetings and convention sector, contributing significantly to the Yukon economy, working in cooperation, and providing service excellence to the market.  \nMandate:  \nThe Yukon Convention Bureau’s main focus will be to bring meetings into the Yukon from outside the Territory. The Yukon Convention Bureau’s Mandate is as follows:  \n• Sell the Yukon to the Meetings, Incentive, Conferences and Events (MICE) Sector in identified target markets through strategic marketing initiatives.  \n• Target local members of national organizations to attract and host meetings in the Yukon.  \n• Maintain and distribute statistics regarding the Meetings, Incentive, Conferences and Events (MICE) sector’s contribution to the Yukon economy.  \n• Provide the membership of the Yukon Convention Bureau with opportunities for input regarding its marketing activities; inform the membership regarding the benefits of being part of the Yukon Convention Bureau.  \nThe 2020/2021 YCB Marketing Strategic Plan will serve as a blueprint for the marketing program and should be considered a working document, subject to input from the general membership. The YCB Board of Directors will provide implementation and timelines.  \n2020/2021 Goals:  \n• Position Yukon as a premier meeting and event destination.  \n• Raise awareness in the marketplace regarding Yukon's cost effectiveness as a meeting and event destination.  \nYukon Convention Bureau-Marketing Plan 2020/2021  \n2020/2021 Objectives:  \n• Generate $4 to $6 million in (net) economic impact annually for Yukon from the MICE sector.  \n• Generate 40 – 50 quality Meetings, Incentive, Conferences and events (MICE) leads.  \n• Host 2-scheduled familiarization (FAM) tours in the Fall and Winter, and up to 3 additional FAM tours when/if requested (if within budget), comprised of 8-16 meetings and event planners total.  \n• Convert 2-3 meetings directly from leads generated through participation in the Yukon Convention Bureau familiarization tour program.  \n• Present Bravo Award in 2021. The Bravo awards provide recognition to local event planners/hosts and raise awareness of the benefits of holding events in Yukon.  \n• Present one Golden Bravo Award for service excellence in conference planning/hosting or service excellence.  \n• Host 2 – 3 client events or sales missions to our regional target markets in Canada.  \n• Attend 3-5 trade shows, which directly address the Yukon Convention Bureau's target markets.  \n• Continue promote YCB membership and look for new business that can benefit from YCB membership. ","cbCaiqKKjuLkQo5I","https://ap.wps.com/l/cbCaiqKKjuLkQo5I","pdf",7804667,"English","# Overview and Introduction\n# Goals and Objectives\n# Strategies\n# Target Markets & Marketing Program\n# Media Program\n# Sales Program\n# Marketing and Sales Calendar\n# YCB Sales Organization\n# Evaluation","[{\"question\":\"What is the mission and purpose of the Yukon Convention Bureau in the 2020/2021 plan?\",\"answer\":\"The Yukon Convention Bureau is a member-led non-profit focused on selling Yukon as a destination for meetings and special events that significantly contribute to the Yukon economy.\"},{\"question\":\"What goals and objectives does the plan set for 2020/2021?\",\"answer\":\"The plan targets positioning Yukon as a premier meeting and event destination, raising awareness of cost effectiveness, generating $4 to $6 million in net annual economic impact, producing 40–50 MICE leads, and hosting multiple familiarization tours and client events.\"},{\"question\":\"How will the strategy be executed and evaluated?\",\"answer\":\"Execution relies on trade show sponsorships and partner exposure, promoting member participation, hosting FAM tours, updating the website, advertising in targeted publications, and tracking requests for proposals and bids. Evaluation is included as a dedicated section to assess outcomes.\"}]","Marketing and Sales Strategy - 2020-2021 | PDF",1790110422]