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DIGITAL DESTINATIONS
Dr Philip Alford
Bournemouth University
www.digitalhub.co.uk
www.pinterest.com/digitaldest
www.slides...
Digital Destinations project is an ESRC funded research project,
delivered by Bournemouth University,
with an overarching ...
The businesses benefited from 4 workshops which covered:
 Background to on line marketing
 Individual Business objective...
The following presentation is the case study provided by PDSW
PDSW were focused on including their digital marketing strat...
Digital Strategy
PDSW
2013-14
Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010)
Audience Deve...
10 to 30 Sept 31 Dec to 19 Jan 11 Jan to 10 Feb 11 Feb to 10 Mar 11 Mar to 10 Apr 11 Apr to 10 May
No of unique visitors 2...
Strategic analysis (internal) –
Digital Marketing
Strategic analysis (internal) –
Digital Marketing
Strategic analysis (internal) –
Digital Marketing
Strategic analysis (internal) –
Digital Marketing
Strategic analysis (internal) –
Digital Marketing
Strategic analysis (internal) –
Digital Marketing
35.47 35.93 35.43
4.54 4.26
2.83
1.06 1.01 1.15
0.00
5.00
10.00
15.00
20...
Strategic analysis (internal) –
Digital Marketing
Strategic analysis (internal) –
Digital Marketing
74
25
31
42
6
40
26
16
1
2
13
0 10 20 30 40 50 60 70 80
Monday-Night-is-...
Strategic analysis (external) –
Market Segmentation
42.6
8.4
29.2
6.4
12.1
1.3
24.2
12.3
28.2
14.3
19.5
1.5
176
68
104
45
...
47,036
123,300
48,111
6,686
23,372
16,010 16,749
51,194
35,858
51,600
18,160 16,184
39,867
11,804
7,054
0
20,000
40,000
60...
Strategic analysis (external) –
Market Segmentation
0
200
400
600
800
1,000
1,200
1,400
1,600
BH11
BH13
BH25
BH37
BH49
BH5...
Strategic analysis (external) –
Market Segmentation
0
5
10
15
20
25
30
BH1 1 BH1 3 BH1 4 BH2 6 BH6 5 BH8 8 BH9 3 BH11 9 BH...
Creating and selecting strategies
Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010)
Audience Deve...
Communication Strategy
Digital Strategy
Audience Development Strategy
Communication Strategy
– a. Brand
– b. Print and readability level
– c. Tone of voice, audience segments, writing for
dif...
Digital Strategy
Objective Strategy KPIs
Increase awareness for PDSW and
the new brand and website
Use digital media chan...
Objective Strategy KPIs
Keep existing followers after the changeover to an
organisation
Increase communication about PDSW;...
Twitter
Objective Strategy KPIs
Keep existing followers after the name change Increase communication about PDSW; explain a...
For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@scho...
Pavillion Dance South West
Pavillion Dance South West
Pavillion Dance South West
Pavillion Dance South West
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Pavillion Dance South West

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PDSW were focused on including their digital marketing strategy as part of their overall marketing strategy. This meant that their on-line activity would be integrated with all marketing and communication activity, to create more impact and make for more effective measurement.

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Transcript of "Pavillion Dance South West"

  1. 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. 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. 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. 4. The following presentation is the case study provided by PDSW PDSW were focused on including their digital marketing strategy as part of their overall marketing strategy. This meant that their on-line activity would be integrated with all marketing and communication activity, to create more impact and make for more effective measurement.
  5. 5. Digital Strategy PDSW 2013-14
  6. 6. Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010) Audience Development Strategy Communication Strategy
  7. 7. 10 to 30 Sept 31 Dec to 19 Jan 11 Jan to 10 Feb 11 Feb to 10 Mar 11 Mar to 10 Apr 11 Apr to 10 May No of unique visitors 2,763 3,478 4,574 4,216 5,075 4,855 Bounce rate 39.05% 39.61% 44.78% 46.19% 46.55% 48.08% % new visits 59.07% 57.53% 57.75% 57.76% 61.06% 57.58% Avg no of pages viewed per visit 3.96 4.15 3.63 3.41 3.65 3.33 Avg visit duration 00:02:50 00:03:12 00:02:37 00:02:22 00:02:43 00:02:24 New visitors 2,195 2,845 4,101 3,670 4,239 3,923 Returning visitors 1,521 2,090 2,991 2,648 2,694 2,888 Strategic analysis (internal) – Digital Marketing
  8. 8. Strategic analysis (internal) – Digital Marketing
  9. 9. Strategic analysis (internal) – Digital Marketing
  10. 10. Strategic analysis (internal) – Digital Marketing
  11. 11. Strategic analysis (internal) – Digital Marketing
  12. 12. Strategic analysis (internal) – Digital Marketing
  13. 13. Strategic analysis (internal) – Digital Marketing 35.47 35.93 35.43 4.54 4.26 2.83 1.06 1.01 1.15 0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 40.00 All Monthly Targeted Spring e-newsletter stats monthly vs targeted Open rate (%) CTR (%) Unsub to open rate (%)
  14. 14. Strategic analysis (internal) – Digital Marketing
  15. 15. Strategic analysis (internal) – Digital Marketing 74 25 31 42 6 40 26 16 1 2 13 0 10 20 30 40 50 60 70 80 Monday-Night-is-Film-Night Dancing Terraces Silent Disco What's On Twitter www.paviliondance.org.uk A Summer Season for Dance 71 30 6 1 8 0 10 20 30 40 50 60 70 80 Thursday-Night-is-Dance-Night Masterclasses Unsubscribe Facebook www.paviliondance.org.uk Spring Masterclasses
  16. 16. Strategic analysis (external) – Market Segmentation 42.6 8.4 29.2 6.4 12.1 1.3 24.2 12.3 28.2 14.3 19.5 1.5 176 68 104 45 62 87 0.0 20.0 40.0 60.0 80.0 100.0 120.0 140.0 160.0 180.0 200.0 1. Wealthy Achievers 2. Urban Prosperity 3. Comfortably Off 4. Moderate Means 5. Hard Pressed Unclassified ACORN categories in 45 min drive-time area around Bournemouth % of area population % base population Index av = 100
  17. 17. 47,036 123,300 48,111 6,686 23,372 16,010 16,749 51,194 35,858 51,600 18,160 16,184 39,867 11,804 7,054 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 ACORN groups in 45 min drive-time area around Bournemouth Source: Arts Council Area Profile Strategic analysis (external) – Market Segmentation
  18. 18. Strategic analysis (external) – Market Segmentation 0 200 400 600 800 1,000 1,200 1,400 1,600 BH11 BH13 BH25 BH37 BH49 BH52 BH64 BH76 BH80 BH89 BH92 BH104 BH106 BH118 BH121 BH123 BH125 BH137 BH148 BH151 BH153 BH165 BH170 BH178 BH188 BH204 BH207 BH212 BH214 BH216 BH218 BH228 BH231 BH233 BH235 BH237 BH241 BH243 BH255 BH257 BH317 Ballet/Opera attenders within area Ballet Opera Source: Arts Council Area Profile
  19. 19. Strategic analysis (external) – Market Segmentation 0 5 10 15 20 25 30 BH1 1 BH1 3 BH1 4 BH2 6 BH6 5 BH8 8 BH9 3 BH11 9 BH14 9 BH21 1 BH21 3 BH24 1 DT1 2 SO41 6 SO41 8 SP6 1 Thursday Night Autumn and Spring Seasons Source: Arts Council Area Profile
  20. 20. Creating and selecting strategies
  21. 21. Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010) Audience Development Strategy Communication Strategy
  22. 22. Communication Strategy Digital Strategy Audience Development Strategy
  23. 23. Communication Strategy – a. Brand – b. Print and readability level – c. Tone of voice, audience segments, writing for different media – d. Messages – e. Media – f. Digital Strategy
  24. 24. Digital Strategy Objective Strategy KPIs Increase awareness for PDSW and the new brand and website Use digital media channels for a teaser campaign Google Analytics, FB ‘Likes’, no of comments, Twitter followers, no of retweets Highlight unique location of PDSW (the whole of the South West) Use imagery of the beach & dance regularly, e.g. ‘beach picture of the month’. Encourage regional partners to take part Google Analytics, FB ‘Likes’, no of comments, Twitter followers, no of retweets Objective Strategy KPIs Increase awareness of (new) programme strands of PDSW SEO; write specifically for web, so that keywords get picked up Google Analytics Increase awareness of film programme Google Adwords campaign increased tickets sales Increase engagement with the website and with PDSW Write with targeted audience segments in mind; write specifically for web, so that keywords get picked up Google Analytics; increased tickets sales Create material with associated artists/artists in residence to ‘populate’ new website Google Analytics; increased tickets sales Put people unfamiliar with dance at ease FAQs or ‘Dos & donts’: when you come to visit us: you don’t have to dress up, don’t have to be an expert, don’t have to be fit/slim, you’re here to have fun and enjoy yourself Google Analytics; increased tickets sales Life streaming of post-show chats to show their relaxed and non-scary atmosphere Google Analytics; increased tickets sales Highlight intimacy of venue Create film with ‘hand held camera feel’ to chart people’s way from the ticket desk into the auditorium Google Analytics; increased tickets sales general website
  25. 25. Objective Strategy KPIs Keep existing followers after the changeover to an organisation Increase communication about PDSW; explain about the name; start teasing in new brand FB Insights; number of ‘Likes’ compared to number of ‘Friends’ Increase existing followers’ engagement with PDSW Create FB events for all shows and other suitable events FB Insights, website referrals, increased tickets sales Enable ticket-booking via Facebook FB Insights, website referrals, increased tickets sales Increase awareness of new programme strands of PDSW Create FB events for all shows and other suitable events FB Insights, website referrals, increased tickets sales Run FB competitions to win tickets FB Insights, website referrals, increased tickets sales Attract new followers to FB and visitors to PDSW Create FB events for all shows and other suitable events FB Insights, website referrals, increased tickets sales Continue regular change of FB header image FB Insights, website referrals, increased tickets sales Run online competitions to win tickets FB Insights, website referrals, increased tickets sales Facebook
  26. 26. Twitter Objective Strategy KPIs Keep existing followers after the name change Increase communication about PDSW; explain about the name; start teasing in new brand Number of followers Use dashboard to schedule tweets about PDSW and to tease in new brand Number of followers, number of retweets, number of direct tweets Increase existing followers’ engagement with PDSW Use dashboard to get involved in more conversations by looking at different message streams at the same time Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales Increase awareness of (new) programme strands of PDSW Use hash tags for regular programme strands: #thursdancenight #monfilmnight #GlyndebourneLive #BolshoiLive #NDTLive or for specific performances, e.g. #sellingsecrets #Dracula13 Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales Publicise hash tags on website, in brochures, on online booking pages Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales Attract new followers to FB and visitors to PDSW Continue regular change of Twitter header image Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales Run online competitions to win tickets Number of followers, number of retweets, number of direct tweets, website referrals, increased tickets sales
  27. 27. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU
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