Activate Performing Arts

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Activate Performing Arts main aim was to create a campaign using a range of digital channels, with the main focus to raise awareness for ‘A Dance a Day’, and to analyse the statistics to find the most effective means of communicating with “silver surfer” audiences. Through effective measurement, Activate were able to assess the propensity of on-line activity to reach their target market, and to refocus their activity accordingly.

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Activate Performing Arts

  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 Activate Performing Arts Activate Performing Arts main aim was to create a campaign using a range of digital channels, with the main focus to raise awareness for ‘A Dance a Day’, and to analyse the statistics to find the most effective means of communicating with “silver surfer” audiences. Through effective measurement, Activate were able to assess the propensity of on-line activity to reach their target market, and to refocus their activity accordingly.
  5. 5. Activate Performing Arts Digital Destination Project June 2013 Presented by Natalie Gowing
  6. 6. Situational Analysis A Dance a Day - Over 50’s dance programme • No dedicated web pages • No ranking on Google SEO • No regular communications • No linking from Social Media to web content • No “back” linking • No “cross” linking
  7. 7. Objectives For the term “A Dance A Day” to rank on 1st page of Google search. To analyse statistics to find the most effective means of communicating with “silver surfer” audiences To find the strongest keywords to generate traffic to A Dance A Day landing page Create a campaign that uses all digital channels to start awareness and statistics for A Dance A Day
  8. 8. Activity Launch of new Activate Monthly E-Bulletin
  9. 9. Activity Creation of two web pages:- •A Dance a Day •Class Times 60 views in 60 days! Cross linking on page to elsewhere within the site Back linking to outside companies
  10. 10. Comparison Search Term Ranking January 2013 June 2013 A Dance A Day Performing Arts Dorset Performing Arts Dance Classes Dorset Theatre Dorset Theatre Bournemouth Not in first 10 pages 1st page 3rd page Not in first 10 pages 2nd page 2nd page 1st page 1st page No change No change 1st page 3rd page HubSpot Market Grader 41/100 47/100 Hubspot MozRank 3/10 5.3/10 Google Page Views 0 60 Facebook 25 40 Twitter 267 320
  11. 11. Results
  12. 12. Beyond Digital Destinations • Best Practices – Social media linking back to home page • Cross and Back link • Further research and learning required in the following areas:- Unique Page Descriptions • Future Activity – Completely overhaul site, with SEO, linking and page descriptions as a high priority. • Full analysis of keywords
  13. 13. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU

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