Our Proven 7-Step Strategic Planning Process

Helps destination marketers, travel professionals, businesses and organizations in the tourism and hospitality industry:

  • Create Demand

  • Inspire Visitation

  • Foster Connections

  • Drive Conversions & Strengthen ROI

Hello! I'm Nicole Mahoney

Tourism Marketing Champion, Destination on the Left Podcast Host, CEO Break the Ice Media

My team and I created this course to help smart marketers like you. We will train you to create your plan in the same way we train a new team member. All of our processes, checklists and tools are shared in this course in full transparency so you can DIY your 2021 strategic marketing plan. We want you to be stronger at the end of this crisis and planning is the first step in being ready for recovery.

Get Started Today!

Rebuilding the travel, tourism and hospitality industry requires a plan.

Your roadmap to recovery begins with getting clarity on the path ahead, even when the path seems uncertain. In this course you will learn the 7 steps used to build plans for Break the Ice Media travel, tourism and hospitality clients.

Course curriculum

7-Step Strategic Planning Process

  • 1

    Introduction

    • What to Expect From This Course

    • Company Background Questionnaire

    • Infographic and Plan Template

  • 2

    Research & Discovery

    • Building Your Research Library

    • Conducting Primary Research

    • Conducting Secondary Research

    • Secondary Research Resource Links

    • Putting It All Together

    • Putting It All Together - Homework

    • Supplemental Resources

  • 3

    Situational Analysis

    • Building Your Background

    • Building Your Background - Homework

    • Identifying Strategic Insights Part 1

    • Identifying Strategic Insights Part 1 - Homework

    • Identifying Strategic Insights Part 2

    • Identifying Strategic Insights Part 2 - Homework

    • Positioning and Messaging

    • Positioning and Messaging - Homework

  • 4

    Goals & Objectives

    • Defining Goals and Objectives

    • Defining Goals and Objectives - Homework

    • Applying Objectives and Key Results (OKR)

    • Staying Focused on Goals and Objectives

    • Staying Focused on Goals and Objectives - Homework

  • 5

    Audience & Strategy

    • Establishing Marketing Strategies

    • Establishing Marketing Strategies - Homework

    • Identifying Your Target Audience

    • Identifying Your Target Audience - Homework

    • Crafting Key Messages

    • Crafting Key Messages - Homework

  • 6

    Tactical Plan

    • Applying the PESO Model

    • Considering Paid Tactics

    • Incorporating Earned Tactics

    • Planning for Shared Tactics

    • Including Owned Tactics

    • Putting It All Together

    • PESO Supplemental Resources

  • 7

    Measurement

    • Identifying KPIs

    • Identifying KPIs Resource - Metrics Worksheet

    • Identifying KPIs Resource - Analytics & Measurement

    • Applying the Barcelona Principles for Earned Media

    • Applying the Barcelona Principles for Earned Media - Resources

    • Reporting Results

    • Reporting Results Resource - Example Report

    • Reporting Results Resource - PR Example

    • Interpreting the Results

    • Interpreting Results Resource - Example

  • 8

    Action Plan

    • Creating an Action Plan

    • Implementing Resources - Content Calendars & Budget Planner

    • Rolling with the Punches

    • Plan Template

Strategy Coaches

Sign up for Course + Coaching and work with one of our Senior Consultants

Senior Consultant

Camille Zess

As someone particularly adept at working in the digital media space, Camille focused on social media when she first joined BTI. She's able to sense changes in social media as they begin -- and to view its future. This ability gives our clients the help and advantage they need in social media marketing. That isn't all. Camille uses her creative magic with words combined with strategy to create and execute high quality marketing and public relations campaigns that BTI provides for our clients. She approaches projects always looking at the big picture, be it as project manager, writer or problem solver. She oversees accounts and provides strategic direction for Casa Larga Vineyards, Medina Railroad Museum, Catskills Trout Tales, Cayuga Lake Wine Trail and the Wayne County Apple Tasting Tour. Camille also directs and executes Facebook advertising campaigns for most of Break The Ice Media’s clients including those for Genesee County Office of Tourism and the Haunted History Trail of NYS. Camille sits on the board of a non-profit organization, providing strategic marketing and direction.

Senior Consultant

Sarah Blackwell

Sarah’s excitement for PR and social media has led her to secure great exposure for her clients. Since joining Break the Ice Media in 2013, she has brought a fresh perspective, creativity and attention to detail to every project she works on. As a highly talented writer, Sarah easily becomes the “voice” of many diverse clients for their content, stories and blogs, allowing them to effectively connect with their target audiences. Through her work on collaborative programs, such as the Haunted History Trail of New York State and Ski Finger Lakes, Sarah understands the importance of pleasing multiple stakeholders and promoting a unified message. With her extensive experience in media relations, she knows how to cultivate relationships with journalists across the United States and Canada. Combining her passions for PR and volunteering, Sarah is actively involved with the Public Relations Society of America, Rochester Chapter, and is serving as President in 2020.

Senior Consultant

Colleen Onuffer

Colleen uses her passion for writing and story-telling in her role as a Consultant at Break the Ice Media. Since her start in 2016, Colleen has helped her clients find their essential stories and develop targeted messages. Colleen devotes her time to collaborative campaigns, utilizing travel public relations to attract Canadian visitors to the United States and drafting engaging content to encourage visitation along a year-long haunted tourism trail. Colleen enjoys making new travel media contacts by participating in Discover America Day and I Love NY’s media marketplace. Colleen brings with her demonstrated successes in proactive media relations, travel public relations, content development and crafting strategic marketing plans. Her enthusiasm, attention to detail and commitment to exceeding stakeholder expectations are reflected in her work and in the results she drives for her clients. As a progressive professional committed to learning, Colleen enjoys attending educational and professional development opportunities, especially PRSA’s annual Travel & Tourism conference.

Two Ways to Take the Course

  • Course Only

    Take all 7 modules, 27 lessons and 24 worksheets with homework assigned to keep you on track.

  • Course + Coaching

    Everything in the course only package plus you will get a Senior Consultant assigned to you as coach to keep you focused and accountable. Your coach will provide feedback on your homework, four 30-minutes coaching sessions and a final plan review with feedback.

Pick the Option for You

Course only option provides you with the lessons, tools and worksheets to create your 2021 Strategic Marketing Plan. The Course + Coaching option offers homework review, four 30-minute coaching sessions and final plan review with feedback.