SlideShare ist ein Scribd-Unternehmen logo
1 von 9
Downloaden Sie, um offline zu lesen
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
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’
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/
The following presentation is the case study provided by Spinnaker Yachts
Spinnaker Yachts online marketing was based around 2 slightly outdated websites
which showcased the Corporate Entertainment and Race Charter aspects of their
business. Digital Destinations gave the opportunity to address the shortcomings of
the original sites and finalise the production of an updated 3rd website; cleaner, fully-
SEOptimised and simpler to maintain. In addition, further channels have been
explored, including an Email Client Tool and the development of a Facebook page to
share client's and Spinnaker's photos of these memorable events.
5
Who are we ?
Spinnaker Yachts was set up by Poole Pilots Jim Macgregor and Neil Vardy in 1997. Since then we have
delighted our clients with an exciting range of sailing events, both in Poole and in the Solent.
We offer a variety of types of Sailing Day in luxury Elan 410 racing yachts; tailoring the events to each
clients’ specific requirements, including:
> Corporate Entertainment
> Team building
> Private charter days
> Race charter / corporate regattas
Where we were ( Digital-marketing wise)
A comments and reviews book from past clientele, full of positive comments
A house email group list of past customers, used for infrequent ‘newsletters’ and product launches
Two unsatisfactory websites which were not maintained
One was visually appealing but not sufficiently focussed on targeted marketing
The underlying hosting structure of the other made it virtually impossible to SEO
Client reviews were not publicised
No Google Analytics despite understanding to the contrary
A mark three optimised website almost ready for launch
No Online Marketing Strategy
Digital Marketing Action Plan
June 2013
6
Digital Marketing Action Plan
June 2013
Where we are now
Mark 3 website launched including Client reviews Spinnaker Yachts
Facebook page created and linked
Mailchimp used for Newsletters and Product Launches
Google Analytics and MailChimp MI available and being analysed
High Level Online Marketing Strategy developed
Achieved objectives set in January
Where we want to get to
Develop CRM to keep customers engaged in Spinnaker Yachts to create repeat and spin-off business
Automate capture of client enquiries into database
Increase new client base by 10% per annum
Increase repeat business by 10% per annum
Reduce dependency on major clients by finding 2 other multiple-day clients per annum
Improved understand of client channel engagement effectiveness
7
Digital Marketing Action Plan
June 2013
How do we get there?
Activity Target
> Targeted marketing campaign based on hit list of likely candidates August
> Develop Face Book Page to enable ourselves and clients to upload
pictures of their days to gain likes and shares
September
> Increased focus on keeping this page up to date with regular posts
and recent pictures
Ongoing – using KPIs from
Student Report
> Refine SEO based on analysis of Google MI Ongoing – using suggestions
from Student Report
> Move to bi- monthly newsletters – shorter and focus on recent events October
> Add MailChimp widget to Website to capture client details November
> Record client engagement channel to provide MI for targeted
marketing
November
> Analyse Customer Profiles and apply to Company House list to
identify prospective clients
December
8
Digital Marketing Action Plan
June 2013
So we can TAKE OFF! Thanks to DDP especially Dr Philip Alford, Maureen McAllister and Rob Ladak
For more information on DIGITAL DESTINATIONS contact:
Dr Philip Alford, Bournemouth University
ddp@bournemouth.ac.uk
@schooloftourism | @philipalford
#DDBU

Weitere ähnliche Inhalte

Mehr von The Digital Hub - Bournemouth University

Mehr von The Digital Hub - Bournemouth University (20)

'Accounting for Spend in the Digital Age' presentation at University of Ulster
'Accounting for Spend in the Digital Age' presentation at University of Ulster'Accounting for Spend in the Digital Age' presentation at University of Ulster
'Accounting for Spend in the Digital Age' presentation at University of Ulster
 
Digital destinations: Be inspired by best practice
Digital destinations: Be inspired by best practice Digital destinations: Be inspired by best practice
Digital destinations: Be inspired by best practice
 
Digital destinations workshop at Tourism Management Institute conference
Digital destinations workshop at Tourism Management Institute conferenceDigital destinations workshop at Tourism Management Institute conference
Digital destinations workshop at Tourism Management Institute conference
 
Digital Destinations presentation at Zillertal School of Tourism
Digital Destinations presentation at Zillertal School of TourismDigital Destinations presentation at Zillertal School of Tourism
Digital Destinations presentation at Zillertal School of Tourism
 
Introduction to social media
Introduction to social mediaIntroduction to social media
Introduction to social media
 
Google analytics introduction
Google analytics introductionGoogle analytics introduction
Google analytics introduction
 
Digital Destinations - key results and next steps
Digital Destinations - key results and next stepsDigital Destinations - key results and next steps
Digital Destinations - key results and next steps
 
Highcliffe Castle
Highcliffe CastleHighcliffe Castle
Highcliffe Castle
 
Index Communications
Index CommunicationsIndex Communications
Index Communications
 
Julia's House
Julia's House Julia's House
Julia's House
 
Jurassic Jaunts
Jurassic Jaunts Jurassic Jaunts
Jurassic Jaunts
 
Land & Wave
Land & WaveLand & Wave
Land & Wave
 
Langtry Manor Hotel
Langtry Manor HotelLangtry Manor Hotel
Langtry Manor Hotel
 
Lulworth Estate
Lulworth EstateLulworth Estate
Lulworth Estate
 
New Forest Activities
New Forest ActivitiesNew Forest Activities
New Forest Activities
 
Pavillion Dance South West
Pavillion Dance South WestPavillion Dance South West
Pavillion Dance South West
 
Snowtrax
Snowtrax Snowtrax
Snowtrax
 
Splashdown
Splashdown Splashdown
Splashdown
 
Surf Steps
Surf Steps Surf Steps
Surf Steps
 
Bournemouth Tourism
Bournemouth TourismBournemouth Tourism
Bournemouth Tourism
 

Kürzlich hochgeladen

Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
amitlee9823
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
Abortion pills in Kuwait Cytotec pills in Kuwait
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
dlhescort
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
lizamodels9
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
lizamodels9
 
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
Anamikakaur10
 

Kürzlich hochgeladen (20)

Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...
Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...
Unveiling Falcon Invoice Discounting: Leading the Way as India's Premier Bill...
 
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
Call Girls Kengeri Satellite Town Just Call 👗 7737669865 👗 Top Class Call Gir...
 
Marel Q1 2024 Investor Presentation from May 8, 2024
Marel Q1 2024 Investor Presentation from May 8, 2024Marel Q1 2024 Investor Presentation from May 8, 2024
Marel Q1 2024 Investor Presentation from May 8, 2024
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
 
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
Call Girls Service In Old Town Dubai ((0551707352)) Old Town Dubai Call Girl ...
 
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st CenturyFamous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Century
 
Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
 
Uneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration PresentationUneak White's Personal Brand Exploration Presentation
Uneak White's Personal Brand Exploration Presentation
 
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRLBAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
BAGALUR CALL GIRL IN 98274*61493 ❤CALL GIRLS IN ESCORT SERVICE❤CALL GIRL
 
Falcon Invoice Discounting: Unlock Your Business Potential
Falcon Invoice Discounting: Unlock Your Business PotentialFalcon Invoice Discounting: Unlock Your Business Potential
Falcon Invoice Discounting: Unlock Your Business Potential
 
Lundin Gold - Q1 2024 Conference Call Presentation (Revised)
Lundin Gold - Q1 2024 Conference Call Presentation (Revised)Lundin Gold - Q1 2024 Conference Call Presentation (Revised)
Lundin Gold - Q1 2024 Conference Call Presentation (Revised)
 
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
 
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
(Anamika) VIP Call Girls Napur Call Now 8617697112 Napur Escorts 24x7
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
 
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort ServiceMalegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
Malegaon Call Girls Service ☎ ️82500–77686 ☎️ Enjoy 24/7 Escort Service
 
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
Call Girls From Pari Chowk Greater Noida ❤️8448577510 ⊹Best Escorts Service I...
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
 
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableCall Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
 
Phases of Negotiation .pptx
 Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptx
 
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
Call Now ☎️🔝 9332606886🔝 Call Girls ❤ Service In Bhilwara Female Escorts Serv...
 

Spinnaker Yachts

  • 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 Spinnaker Yachts Spinnaker Yachts online marketing was based around 2 slightly outdated websites which showcased the Corporate Entertainment and Race Charter aspects of their business. Digital Destinations gave the opportunity to address the shortcomings of the original sites and finalise the production of an updated 3rd website; cleaner, fully- SEOptimised and simpler to maintain. In addition, further channels have been explored, including an Email Client Tool and the development of a Facebook page to share client's and Spinnaker's photos of these memorable events.
  • 5. 5 Who are we ? Spinnaker Yachts was set up by Poole Pilots Jim Macgregor and Neil Vardy in 1997. Since then we have delighted our clients with an exciting range of sailing events, both in Poole and in the Solent. We offer a variety of types of Sailing Day in luxury Elan 410 racing yachts; tailoring the events to each clients’ specific requirements, including: > Corporate Entertainment > Team building > Private charter days > Race charter / corporate regattas Where we were ( Digital-marketing wise) A comments and reviews book from past clientele, full of positive comments A house email group list of past customers, used for infrequent ‘newsletters’ and product launches Two unsatisfactory websites which were not maintained One was visually appealing but not sufficiently focussed on targeted marketing The underlying hosting structure of the other made it virtually impossible to SEO Client reviews were not publicised No Google Analytics despite understanding to the contrary A mark three optimised website almost ready for launch No Online Marketing Strategy Digital Marketing Action Plan June 2013
  • 6. 6 Digital Marketing Action Plan June 2013 Where we are now Mark 3 website launched including Client reviews Spinnaker Yachts Facebook page created and linked Mailchimp used for Newsletters and Product Launches Google Analytics and MailChimp MI available and being analysed High Level Online Marketing Strategy developed Achieved objectives set in January Where we want to get to Develop CRM to keep customers engaged in Spinnaker Yachts to create repeat and spin-off business Automate capture of client enquiries into database Increase new client base by 10% per annum Increase repeat business by 10% per annum Reduce dependency on major clients by finding 2 other multiple-day clients per annum Improved understand of client channel engagement effectiveness
  • 7. 7 Digital Marketing Action Plan June 2013 How do we get there? Activity Target > Targeted marketing campaign based on hit list of likely candidates August > Develop Face Book Page to enable ourselves and clients to upload pictures of their days to gain likes and shares September > Increased focus on keeping this page up to date with regular posts and recent pictures Ongoing – using KPIs from Student Report > Refine SEO based on analysis of Google MI Ongoing – using suggestions from Student Report > Move to bi- monthly newsletters – shorter and focus on recent events October > Add MailChimp widget to Website to capture client details November > Record client engagement channel to provide MI for targeted marketing November > Analyse Customer Profiles and apply to Company House list to identify prospective clients December
  • 8. 8 Digital Marketing Action Plan June 2013 So we can TAKE OFF! Thanks to DDP especially Dr Philip Alford, Maureen McAllister and Rob Ladak
  • 9. For more information on DIGITAL DESTINATIONS contact: Dr Philip Alford, Bournemouth University ddp@bournemouth.ac.uk @schooloftourism | @philipalford #DDBU