Your SlideShare is downloading. ×
0
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Kingston Maurward Gardens and Animal Park
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Kingston Maurward Gardens and Animal Park

99

Published on

Kingston Mauward identified the need to improve data capture and to get to know who customers are; to engage through social media and to improve information on the website. The business used on-line …

Kingston Mauward identified the need to improve data capture and to get to know who customers are; to engage through social media and to improve information on the website. The business used on-line and off-line techniques to increase customer engagement – from e-news updates to ‘feedback’ trees in the attraction – and made connections between each via social media. A clearer understanding of customers meant Kingston Mauward was better able to identify routes for communication.

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
99
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. DIGITAL DESTINATIONS Dr Philip Alford Bournemouth University www.digitalhub.co.uk www.pinterest.com/digitaldest www.slideshare.net/DigitalHub ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU
  • 2. Digital Destinations project is an ESRC funded research project, delivered by Bournemouth University, with an overarching aim to: ‘capture change in the adoption and use of digital technologies and to develop a strong, competitive local tourism economy. Through increased understanding and use of emerging digital technologies, visitor economy businesses will be in a position to increase their marketing and management effectiveness, and develop new products and services that will provide an enhanced experience for visitors to their destinations’
  • 3. The businesses benefited from 4 workshops which covered:  Background to on line marketing  Individual Business objectives  Developing the strategy  Measuring impact  Reporting outcomes via case studies All course material can be found at http://www.slideshare.net/DigitalHub All business outcomes and blogs can be found at http://www.budigitalhub.co.uk/
  • 4. The following presentation is the case study provided by KMC Kingston Mauward identified the need to improve data capture and to get to know who customers are; to engage through social media and to improve information on the website. The business used on-line and off-line techniques to increase customer engagement – from e-news updates to ‘feedback’ trees in the attraction – and made connections between each via social media. A clearer understanding of customers meant Kingston Mauward was better able to identify routes for communication.
  • 5. Consultation with our student, Rebecca Black, identified the following goals; • To improve data capture and to get to know who our customers really are • To set up a Twitter account so that Kingston Maurward can engage on a regular basis with its loyal customer base. • To improve information on the website
  • 6. • Marketing department currently trying to provide a service to too many departments. • No one is dedicated to marketing the gardens and animal park • Gardens and Animal park staff not familiar with social media • Twitter and Facebook were not set up • No knowledge of Google analytics outside the marketing department • No time for marketing staff to regularly make improvements to the website
  • 7. • A mail chimp campaign was undertaken with a Spring newsletter sent out to season ticket holders • A feedback tree was set up to encourage visitors to leave their comments • Twitter was set up and training provided to staff • Improvements were made to the web site
  • 8. Lovely place to come to with the grandchildren The rabbits are my favourite This place is brilliant
  • 9. Digital marketing has now been integrated into the Gardens and Animal park; • This was proved when an amusing tale about a guinea pig being given gas and air recently received the immediate comment “I must do a blog about that!” • Tweets are made on a regular basis providing information about events, and news in the park.
  • 10. • A blog is being set up on the website • Staff now meet regularly with the marketing department to discuss ideas for the Gardens and Animal Park • Mail chimp will be used regularly to send out a newsletter • Google analytics are now monitored on a regular basis
  • 11. • The website is constantly monitored and will be improved more in the near future • Facebook pages will be introduced soon
  • 12. • The support provided by Bournemouth University has been highly valued by Kingston Maurward College • The web space and support by Rachel Black quickly helped shape the project with relevant, achievable objectives • Inclusion in a Digital Destination project team was valuable; e.g. learning about others’ social media experiences and how we could incorporate them
  • 13. • Due to other priorities time prevented using the group more fully - the Gardens and Animal Park is a smaller commercial element of the business – it is likely other businesses had the same challenge • Some projects have already been actioned – a successful Twitter account is in place, with Facebook and a Blog to follow shortly; Invaluable advice from the Digital Destinations project was that good quality content is essential for successful social media. e.g: ‘Guinea Pigs; Gas and Air’ as a tweet or blog – brilliant!
  • 14. • The project helped us have a clearer idea on who our customers are, and as such how to communicate with them. Kingston Maurward embraced the target to increase Twitter followers and regular communication with our current customers. • Whilst this is the end of the project, for Kingston Maurward this is the beginning of an exciting new phase in marketing and we are very grateful to Bournemouth University for this opportunity.
  • 15. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU

×