The Joint Marketing Program is a cornerstone initiative of YHMA. Responding to members’ need for affordable and effective marketing, the core objective of the Joint Marketing program is to increase visitation to participating institutions. First introduced in 1989, the program has evolved to adapt to an expanding Yukon heritage community, shifting visitor patterns and the latest marketing techniques.
In addition to purchasing advertising that promotes the Yukon heritage sector, the program is structured to encourage networking and cross-promotion among participating institutions. By matching member dues with grants, this cooperative venture also provides a forum to explore and test different marketing strategies and best practices which members can incorporate into their own activities.
Activities are informed by our Marketing Plan, recently updated by an award-winning, Yukon-based marketing firm. The new Plan responds to current tourism trends in a media plan that balances traditional print placements with online advertising, complemented by new Heritage Yukon branding and matched with enhanced tools to monitor the ongoing success of placements.
Placements are confirmed by members at annual meetings in the spring and fall. Members are kept updated on placements, recent trends and other marketing activities through quarterly updates. In addition to direct advertising, members are profiled on the YHMA website.
YHMA Institutional Members in good standing are eligible to participate in the Joint Marketing program. Member rates are set based on an institution’s overall operating revenues. The program offers the following benefits:
Deadlines and Program Structure: Joint Marketing memberships are currently renewed on an annual basis. The deadline to opt-in is February 1 of each year. Agreements must be signed and remitted with payment by March 15.
Are you a Yukon heritage organization interested in participating? Please contact YHMA at firstname.lastname@example.org or 667-4704 for more information.