The following is a snapshot of some of our clients and the type of work we have conducted. Click through on the project title for additional detail.

Market, product and business opportunity assessments

• Intrawest Lodging – Annual Lodging Guest Satisfaction Review

  Annual Lodging Guest Satisfaction Review
  Delivered an overview of internal best practices, based on an annual review of the lodging operations at Intrawest Resorts.  The report also provided input to future programs and management goal setting.
  
• Skyline Investments – Customer Engagement Workshop

  Customer Engagement Workshop
  Designed and delivered a management workshop focused on the development of a relevant customer engagement strategy. The workshop addressed the need, potential and operational issues related to the development of a more focused approach to customer engagement and the subsequent report provided Skyline with recommendations regarding strategic directions and associated requirements.
• Terasen Gas (currently known as Fortis BC) – Market Research Departmental Audit

  Market Research Audit
  Conducted a departmental review and research audit to assess research programs and initiatives, and how well they met current and future information needs, and identified the vendor requirements necessary to meet future organizational needs. The review involved internal interviews to assess perceptions and utilization of research, as well as peer interviews within the research community to provide relevant industry comparisons and determine best practices. A series of recommendations were delivered along with high-level, action oriented implementation guidelines.
  » View FortisBC Case Study and Discussion Guide
• Rocky Mountaineer Vacations – Group Travel Departmental Review

  Group Travel Market Assessment & Departmental Review
  Assessed the near-term (3-5 year) potential for the Customized Group Travel business, options for addressing potential including the core personnel, training, and investment requirements to make each option successful.
• Tourism BC – Needs & Vendor Assessment for an On Line Survey Tool

  Needs Assessment
  Conducted a needs assessment and market review of options in order to make recommendations for the most appropriate vendor of an on-line survey and analysis tool.

Customer Relationship Management (CRM), across a variety of media

• Skyline Investments – Loyalty Marketing Review

  Loyalty Marketing Review
  Conducted a review of loyalty programs in general and within the hospitality industry specifically. The review and presentation to management provided a basis for discussion regarding the direction Skyline might take in the development of a loyalty program.
• Blue Mountain – Pass & Cardholder Migration & Retention Analysis

  Pass & Cardholder Retention Analysis & New Concept/Price Testing
  In partnership with McG Marketing, PJ Osler & Associates has provided annual reviews of Blue Mountain’s pass and card program and input on potential new products, pricing strategies, benefits assessment, and pass and card holder engagement programs. Most recently this analysis included a longitudinal review of customer retention and migration patterns among new skiers/boarders and pass/card holders.

Sales planning and revenue generation

• Rocky Mountaineer Vacations – Group Travel Market Assessment

  Group Travel Market Assessment & Departmental Review
  Assessed the near-term (3-5 year) potential for the Customized Group Travel business, and provided relevant options and associated requirements for core personnel, training, and investment.

Pricing and revenue maximization

• Parks Canada – Value Based Pricing Initiative

  Value Based Pricing Initiative
  Provided a detailed understanding of value-based pricing, the requirements to implement such an approach, and facilitated a workshop on the design and development of a pricing management tool that incorporates the principles of value-based pricing and allows Field Unit Supervisors to address changing conditions in local markets.
• Parks Canada – Market Pricing Study

  Market Pricing Study
  Conducted a Market Pricing Study to inform the development of the Agency's long-term pricing strategy. Recommendations were based on a review and analysis of the Agency's current pricing structure for entry and camping fees relative to Canadian and other international parks and attractions, general industry trends, visitor needs & expectations, and the Agency’s brand.
• Mont Tremblant – Pass & Cardholder Satisfaction & New Concept/Price Testing

  Pass & Cardholder Satisfaction & New Concept Testing
  In partnership with McG Marketing, PJ Osler & Associates has provided annual reviews of Mont Tremblant’s pass and card program and input on potential new products, benefits and pass and card holder engagement programs.
• Blue Mountain – Pass & Cardholder Satisfaction & Retention Analysis

  Pass & Cardholder Retention Analysis & New Concept/Price Testing
  In partnership with McG Marketing, PJ Osler & Associates has provided annual reviews of Blue Mountain’s pass and card program and input on potential new products, pricing strategies, benefits assessment, and pass and card holder engagement programs. Most recently this analysis included a longitudinal review of customer retention and migration patterns among new skiers/boarders and pass/card holders.
• Whistler Blackcomb – Pass & Cardholder Satisfaction & In-Season Offers Development & Testing

  Pass & Cardholder Programs – In-Season Offers Development & Testing
  In addition to the annual satisfaction research, conducted a separate and unique study to provide input to the development of new in-season offers for resort pass and cardholders. The research provided the resort with a better understating of pass and card holder behaviours pertaining to specific offers, the value proposition associated with current offers, and an assessment of revenue implications for potential new offers by line of business.

Customer segmentation

• New Look Eyewear – Marketing & Real Estate Divisions

  Customer Segmentation & Profiling
  Analysed New Look Eyewear's customer base to increase understanding of the current customer profile, and identify high opportunity consumer segments and markets for future store locations. Delivered recommendations specific to alignment of the target customer profile and individual store repositioning strategies; assisted with targeting of store level marketing materials.
• Kicking Horse Mountain Resort – Customer Profiling & Market Potential
  

  Target Market Potential Assessment
  Applied a variety of segmentation tools (PRIZMC2™ geo-demographic segmentation, and internal behavioural segments) to inform the development of a targeted marketing program aimed at increasing the resort’s share of the regional market.

Customer experience management

• Whistler Blackcomb – Summer Visitor & Brand Positioning

  Brand Positioning for the Summer Visitor
  Provided recommendations regarding positioning Whistler Blackcomb’s on-mountain summer experience. Recommendations were based on an understanding of guest motivations for visiting the resort in the summer, participation in on-mountain activities, satisfaction with their experience, and perceptions of value.  
• Club Intrawest – Membership Satisfaction Study

  Member Satisfaction Study
  In association with McG Marketing conducted a satisfaction study among members of the Club, identifying areas of significant improvement, as well as areas requiring additional focus; provided recommendations on operational improvements.
• Intrawest, Rental Division – Re-Imagining the Guest Experience & Defining an Implementation Plan

  Re-Imagining the Guest Experience & Defining an Implementation Plan
  Facilitated the development of a new guest centric strategy for the equipment rental business, and assisted in garnering the buy-in of senior management. Led the team in a ‘Guest Experience Mapping and Management’ workshop during which the complete rental experience, from consideration to completion, was reviewed and evaluated. The outcome of this workshop and further work resulted in a successful pilot program.

Research design and implementation

• Whistler Blackcomb – Peak2Peak Marketing Campaign Test

  Peak2Peak Marketing Campaign Test
  Designed and conducted research to evaluate the effectiveness of the proposed advertising campaign including imagery and key messages. Recommendations addressed changes to the visuals and content of the advertising campaign, as well as the general approach to marketing, and product pricing.
• ACL Services Ltd. – Design & Development of a Client Satisfaction Tracking Program

  Design and Development of Client Satisfaction Tracking Program
  Retained to consult and advise on the design, development, and implementation of a customer satisfaction tracking program which incorporates Net Promoter Scores (NPS) - including integration of the results into general operations and management.

Advisory services including mentorship through program implementation

• ACL Services Ltd. – Design & Development of a Client Satisfaction Tracking Program

  Design and Development of Client Satisfaction Tracking Program
  Retained to consult and advise on the design, development, and implementation of a customer satisfaction tracking program which incorporates Net Promoter Scores (NPS) - including integration of the results into general operations and management.
• Tourism Calgary – Development of an EQ Implementation Strategy

  Explorer Quotient™ (EQ) Advisory Services
  Provided feedback and guidance to management on the development of an implementation plan for EQ, incorporating it within the marketing plans and culture of the organization.

Strategic Planning

• Mountain Equipment Co-op (MEC) – Activity Engagement Strategy Initiative
  

  Activity Engagement Strategy Initiative
  Distilled a broad spectrum of internal and external data and information in order to provide key strategic insights and implications for the organization. Using this work as a foundation designed and facilitated a management workshop to define the strategic direction and core opportunities for MEC’s business activity engagement strategy.
• Parks Canada, Mountain Parks Division – Marketing Planning for Canada’s Mountain Parks

  Market Planning for Canada's Mountain Parks
  In partnership with Mahon Jones & Associates, provided a visitor experience perspective in the development of management plans for all seven national mountain parks (Banff, Jasper, Waterton Lakes, Kootenay, Yoho, Glacier and Mount Revelstoke) and the Rogers Pass National Historic Site. As a result of analysis and consultation, the team developed visitor experience planning tools to guide decision-making, as well as a market segmentation tool.
• Rocky Mountaineer Vacations – Innovation Project

  Innovation Project
  Designed and delivered a workshop for senior management as input to future product and service innovations. PJ Osler & Associates role was twofold: first to provide context to an innovation session by reviewing a variety of internal and public data and draw out new insights regarding the leisure and travel market and the Rocky Mountaineer guest; and second, to design and deliver a workshop with senior management that would result in strategic concepts that could be further developed by internal teams. This workshop was delivered in collaboration with David Gouthro of the Consulting Edge: Movers and Shakers, Inc.
• Parks Canada, Mountain Parks Division – Icefields Parkway Market Planning Initiative

  Icefields Parkway Market Planning
  In partnership with Mahon Jones & Associates, provided a visitor experience perspective to the market planning process. Working with Parks Canada staff and an Advisory Group of stakeholders from the two national parks, developed a common vision and strategic concepts to address an integrated approach to stewardship, education, and visitor experience.

Training & Tools Development and Application

• Tourism Calgary – In-depth EQ Primer Workshops

  EQ Primer Workshop
  Designed and conducted a full day workshop to provide management and staff with the knowledge and expertise required to apply the Explorer Quotient™ segmentation framework. Developed various exercises to reinforce key elements and to make the day fun, interactive and a great team-building event.  In addition to the standard full day session, conducted mini-workshops for Tourism Calgary’s Agency, key partners and membership.
• Canadian Tourism Commission – EQ Workshops for Tourism Operators

  Explorer Quotient™ Workshops for Tourism Operators
  Designed and facilitated workshops for the CTC and various Destination Marketing Organizations throughout Western Canada. The sessions focused on delivering an understanding of the market segmentation system and its application to small and medium sized tourism operators.
• Canadian Tourism Commission (CTC) – EQ Worksheets for Small & Medium Size Enterprises

  EQ Worksheets for Small & Medium Enterprises
  In partnership with Mahon Jones & Associates, produced a business tool to help small and medium sized tourism operators apply the CTC's a social values market segmentation system – Explorer Quotient™, in each of the CTC's eight core global markets. To learn more about EQ and download pdf versions of the worksheets go to: http://en-corporate.canada.travel/eq-toolkit-download (note you will have to register with the CTC before you are able to download the worksheets)