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.

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 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. Activate Performing Arts
Digital Destination Project
June 2013
Presented by Natalie Gowing

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. 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. Activity
Launch of new
Activate Monthly
E-Bulletin

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. 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. Results

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