Committee : ECONOMIC DEVELOPMENT, PLANNING, TOURISM AND
LEISURE SERVICES SELECT COMMITTEE
Date : 22 AUGUST
2002
Title : SERVICE PLANS AND PERFORMANCE
INDICATORS – ISLE OF WIGHT TOURISM
REPORT OF THE STRATEGIC DIRECTOR OF EDUCATION AND COMMUNITY DEVELOPMENT
SUMMARY /
PURPOSE:
This report summarises information on the 2002/03 Service
Plan for Isle of Wight Tourism together with information and commentary on past
performance in 2001/02.
Service Plans have been prepared to a standard format for
all major service areas within the authority. The Plans contain a range of
information including :
Following preparation of a Corporate Plan (draft approved
for consultation at Executive on July 2nd 2002), a revised Service
Plan format is to be introduced for the next financial year – this will ensure
that service activities directly link to the approved corporate goals.
The Council also collects a diverse range of information
regarding service performance through both national and local Performance
Indicators (PIs) which are published each year in the Best Value Performance
Plan (BVPP). In the 2001/02 BVPP, a “traffic light” system has been introduced
to classify PIs by the following categories :
Attached to this report (Annex 1), members will find summary
information for the following service areas :
·
Call Centre & Distribution
·
Marketing
·
Press & Public Relations
·
Marketing Production
·
Sales & Membership
·
Tourist Information Centres
The information provided in Annex 1 includes :
Members should note the following :
Members are invited to comment upon the Service Plan. Areas
for enquiry may include :
Also attached to this report (Annex 2), are the Performance
Indicators for the Select Committees’ areas of responsibility. These have been
categorised into the 4 “traffic light” groupings described earlier. A fifth
category (“unclassified) has been added to include those PIs where it is not
possible to make a performance judgement.
The following comments should be noted :
There is only one Best Value Performance
Indicator, measured in 2000/01 that is associated with these services, BVPI 116
and that is to be deleted in the current year (2002/03). The Council’s
performance against this indicator is detailed in Annex 1 although it should be
noted that the estimate for 2001/02 is not as shown and should be £48.68.
None as a direct result of this report.
That the Committee : 1.
Consider and comment upon the Service Plan 2.
Consider and comment upon the Performance
Indicators for the service and identifies priority areas for improvement
Best Value Performance Plan, 2001/02
Isle of Wight Tourism Business Plan 2002/03
Contact point : John Metcalfe
D PETTIT
Strategic
Director of Education and Community Development
ANNEX 1:
SERVICE PLAN
7. STATEMENT
OF PERFORMANCE 1 - NUMERIC INDICATORS, TARGETS AND STANDARDS
|
Performance Indicator and Source |
Performance |
Benchmarking |
|||
|
Actual 00/01 |
Estimate 01/02 |
Target 01/02 |
Comparative Performance (Date) |
Source of Comparison |
|
|
Produce
annual business plan |
yes |
Yes |
yes |
|
|
|
IWT
membership |
835 |
840 |
860 |
|
|
|
Full
membership meetings pa |
2 |
2 |
2 |
|
|
|
Publish
Tourism News pa |
4 |
4 |
6 |
|
|
|
Tourist
Information Centres |
7 |
7 |
8 |
|
|
|
Visits
to TIC’s pa |
450,000 |
500,000 |
470,000 |
|
|
|
CC1 Percentage of calls answered by an
operator within office hours: |
|
|
|
|
|
|
CC2 Respond to E-mail requests within 3
working days |
|
|
|
|
|
|
CC3 Respond/dispatch Mail order requests
within 3 working days |
|
|
|
|
|
|
CC4 Check that customers are satisfied with
the service we have provided by asking them to complete a Customer
Satisfaction Survey form |
|
|
|
|
|
|
Performance Indicator and Source |
Performance |
Benchmarking |
|||
|
Actual 00/01 |
Estimate 01/02 |
Target 01/02 |
Comparative Performance (Date) |
Source of Comparison |
|
|
CC5 Conduct research relating to guide/image
campaign enquiries |
|
|
|
|
|
|
M1 Measure awareness pre and post marketing
campaign against campaign objectives |
|
|
|
|
|
|
M2 Undertake business conversion surveys post
campaign |
|
|
20% New |
|
|
|
M3 Omnibus Surveys – pre and post campaign –
attitude survey |
|
|
|
|
|
|
M4 Qualitative Research via focus groups |
|
|
1 pa |
|
|
|
M5 Measure |
|
|
1 pa |
|
|
|
M6 Marketing budget/Total IWT budget % share |
|
|
|
|
|
|
PR1 Positive media coverage achieved –
equivalent media value |
|
|
£3 M pa |
|
|
|
PR2 Positive TV and radio coverage achieved –
equivalent media value |
|
|
Tbc |
|
|
|
PR3 Press releases per annum which have gained
positive media coverage |
|
|
12 |
|
|
|
PR4 Provide a thorough press cutting service
within set budget |
|
|
£2000 pa |
|
|
|
Performance Indicator and Source |
Performance |
Benchmarking |
|||
|
Actual 00/01 |
Estimate 01/02 |
Target 01/02 |
Comparative Performance (Date) |
Source of Comparison |
|
|
PR5 Provide a comprehensive media database
within set budgets |
|
|
£3000 |
|
|
|
PR6 Tourism news satisfaction survey rating –
minimum approval |
|
|
Tbc |
|
|
|
PR7Produce
4 issues of Tourism News per annum within set budgets |
|
|
|
|
|
|
PR8 Number of media enquiries completed per
staff member |
|
|
150 |
|
|
|
PR9 Provide full media service to strategic
Island Events |
|
|
5 |
|
|
|
MP1 Percentage of brochures/guides delivered
on schedule |
|
|
|
|
|
|
MP2 Percentage of brochures/guides on budget |
|
|
|
|
|
|
MP3 Percentage of complaints received |
|
|
|
|
|
|
MP4 Percentage of printed media on recycled
paper |
|
|
|
|
|
|
S1 Maintain and achieve revenue targets on
publication |
|
|
80% |
|
|
|
S2 Develop sponsor support for IWT – sales |
|
|
2 |
|
|
|
Performance Indicator and Source |
Performance |
Benchmarking |
|||
|
Actual 00/01 |
Estimate 01/02 |
Target 01/02 |
Comparative Performance (Date) |
Source of Comparison |
|
|
S3 Maintain effective support to ITIA
membership |
|
|
|
|
|
|
S4 ITIA membership satisfaction survey |
|
|
|
|
|
|
TIC1 Percentage of Isle of Wight made retail
stock sold –(by value) |
|
|
2% |
|
|
|
TIC2 TIC days open vs maximum opportunity |
|
|
76% |
|
|
Significant Comparison Work is to be undertaken as part of
the Best Value Review and will form the basis of future key performance
indicators to enable ongoing comparison
11. STRATEGIC AIMS & OBJECTIVES FOR THE
SERVICE
|
Tasks |
Targets and Dates (end of) |
Responsible Officer |
Corporate Objectives to Which This Task Contributes |
||
|
1. |
To work with Membership Dept to increase awareness of
booking/referral system |
|
|
CC & Distribution Officer |
|
|
2. |
To increase participation amongst Members of the
Accommodation Booking system (Wight Hotline) |
|
|
CC & Distribution Officer |
|
|
3. |
Work with TIC Operations Officer to share staff between
TIC’s and Call Centre |
|
|
CC & Distribution Officer |
|
|
4. |
Re-locate reception area into Call Centre |
|
|
CC & Distribution Officer |
|
|
5. |
Improve appearance of the reception area |
|
|
CC & Distribution Officer |
|
|
6. |
Work with ferry operators to re-locate personnel connected
with Ferry Distribution |
|
|
CC & Distribution Officer |
|
|
7. |
Produce quarterly research monitors within 4 weeks of the
period end |
|
|
Marketing Manager |
|
|
8. |
Produce end of year report from quarterly monitors within
6-8 weeks of year end |
|
|
Marketing Manager |
|
|
9. |
Provide relevant stakeholders (build new database) with
regular business bulletins |
|
|
Marketing Manager |
|
|
10. |
Ensure marketing strategy group meets regularly to direct
operations |
|
|
Marketing Manager |
|
|
Tasks |
Targets and Dates (end of) |
Responsible Officer |
Corporate Objectives to Which This Task Contributes |
||
|
11. |
Establish a new working partnership with the BTA, ETC and
RTB |
|
|
Marketing Manager |
|
|
12. |
Improve IWT’s understanding of the island’s key market
sectors |
|
|
Marketing Manager |
|
|
13. |
Raise the Island’s profile in the trade press and secure
positive media coverage |
|
|
Press & PR Officer |
|
|
14. |
Provide full media service to 5 Island events utilising
new portable media centre |
|
|
Press & PR Officer |
|
|
15. |
Maintain and develop IWT website media zone |
|
|
Press & PR Officer |
|
|
16. |
Review in-house media evaluation |
|
|
Press & PR Officer |
|
|
17. |
Improve appearance and appeal of IWT media packs and
releases |
|
|
Press & PR Officer |
|
|
18. |
Develop and implement a mechanism for reviewing all contractors,
tbc |
|
|
Production Services Officer |
|
|
19. |
Introduce an annual member satisfaction survey |
|
|
Sales & Membership Manager |
|
|
20. |
Develop new sponsorship presentation for main publications
and initiatives |
|
|
Sales & Membership Manager |
|
|
21. |
Introduce new membership benefits for ITIA |
|
|
Sales & Membership Manager |
|
|
Tasks |
Targets and Dates (end of) |
Responsible Officer |
Corporate Objectives to Which This Task Contributes |
||
|
22. |
Negotiate improved inspection deal for self-catering
accommodation |
|
|
Sales & Membership Manager |
|
|
23. |
Introduce 7 day per week opening and extend Winter opening
hours |
|
|
TIC Operations Manager |
|
|
24. |
Increase range of Island made products for sale |
|
|
TIC Operations Manager |
|
|
25. |
To enter 2 TIC’s in the England for Excellence Award |
|
|
TIC Operations Manager |
|
|
26. |
Ensure costs are contained within controllable expenditure |
|
|
Head of Tourism |
|
ANNEX 2:
PERFORMANCE INDICATORS
None
None
None
None
Unclassified
BV 116: Spend per head of population on cultural and
recreational facilities and activities.