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.

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 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. Digital Strategy
PDSW
2013-14

8. Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010)
Audience Development
Strategy
Communication
Strategy

9. 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

10. Strategic analysis (internal) –
Digital Marketing

11. Strategic analysis (internal) –
Digital Marketing

12. Strategic analysis (internal) –
Digital Marketing

13. Strategic analysis (internal) –
Digital Marketing

14. Strategic analysis (internal) –
Digital Marketing

15. 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 (%)

16. Strategic analysis (internal) –
Digital Marketing

17. 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

18. 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

19. 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

20. 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

21. 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

23. Creating and selecting strategies

25. Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010)
Audience Development
Strategy
Communication
Strategy

26. Communication Strategy
Digital Strategy
Audience Development Strategy

27. 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

28. 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

29. 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

30. 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

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