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OCAF has made available "Plan to Succeed",
a self-help marketing toolkit. The kit is not a required part of the OCAF application
process, although applicants are encouraged to use the kit and its results.
OCAF hopes that the kit will be a useful tool for any cultural or heritage organization.
A print version is available upon request.upon request.
OCAF also developed a marketing workshop program which reached 189 participants
from 90 communities.
Cultural events and attractions supported by OCAF have been successful in
attracting audiences and generating new revenues. In fact, the 133 OCAF-funded
events that took place by March 31, 2006 have attracted 8.8 million visitors
and received revenues of over $76 million. By attracting new audiences, cultural
organizations have diversified their sources of earned revenue and have also
been successful in attracting private sector support. OCAF clients have reported
receiving almost $32 million in earned revenues and over $17.5 million in cash
and in-kind contributions.
Solid marketing is key to this success. Projects approved
for OCAF funding must have a marketing plan that targets new visitors to their
communities. OCAF staff provides consultation and assistance as requested by
client organizations.
Visitors who include cultural attractions in their Ontario travel plans represent
significant economic value for communities across the province. Cultural tourists
tend to stay longer and, consequently, spend more money in Ontario. A recent
study by the Ministry of Tourism and Recreation showed that, in 2003, over 9.4
million overnight visitors to Ontario participated in cultural activities. These
overnight cultural visitors spent $3.9 billion in Ontario in 2003. On
average, overnight cultural visitors spent 60% more during their visits than
other overnight visitors ($410 per person vs. $260 per person). (Ontario’s
Overnight Cultural Tourist Market, 2003)
For tourism-related companies, this means business. For cultural organizations, this means diversification of audiences, increased impact in their communities, important new partnerships and new revenue sources.
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