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.

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.

9. 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

10. • 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

11. • 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

13. Lovely place to
come to with the
grandchildren
The rabbits are my
favourite
This place is
brilliant

17. 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.

18. • 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

19. • The website is constantly monitored and will be
improved more in the near future
• Facebook pages will be introduced soon

20. • 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

21. • 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!

22. • 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.

24. For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU