Lulworth focused on improved website, analytics and SEO, linked to social media activity and customer relationship management. The project enabled Lulworth to review print requirements v on-line; to be more aware of their requirements when approached for on-line support and to gain control and give focus to their on going on-line activity.

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 Lulworth Estates
Lulworth focused on improved website, analytics and SEO, linked to social media
activity and customer relationship management. The project enabled Lulworth to
review print requirements v on-line; to be more aware of their requirements when
approached for on-line support and to gain control and give focus to their on going
on-line activity.

5. Digital Destinations – How it’s going for Lulworth Estate
Lulworth Estate
Marketing Function
Mini-agency
Focus on Durdle Door
Cascade knowledge
Starting point
Blame the government!
Heard the hype, needed action points
Attitude – willing but lack of confidence
Unsure how all elements work together
Overthinking

6. Student Relationship
Samantha Dean
Events Management
Contact
Expected more
42 page Digital Marketing Analysis
4,400 words, 24 graphs, charts and illustrations.
Recommendations
Google Analytics
Use to inform marketing decisions
Referral Advertising decisions
Search Search terms, key words, copy for website to improve ranking
Using new keywords to improve chances with new audiences
eg walking the South West Coast Path….
Direct We have a figure here of 21% - would be useful to get some
benchmark here.

7. Social Media
Develop Facebook and forums such as Trip Advisor
Facebook
Facebook 21 likes in December 2012
Facebook – improve frequency of postings,
Respond to customers comments.
Put Like symbol on all relevant printed materials
eg hard copy newsletter, invitations, FB link on website
March 50 likes
Launched £50 Facebook advertising campaign in May
(with assistance)
End of May 162 likes
Facebook Advertising campaign – 3 months
Target audience: outdoor pursuits
including campaign and walking
within 150 mile radius
Trip Advisor
Respond to comments, set up management facility.
Yet to populate
Recommendations

8. Customer Relationship Management
e-marketing system introduced – January 2013
Visitor data capture 2012, - 1,400 names– not interest specific
Amend questionnaire to include interests for 2013 season.
Data capture by creating on-line brochure –
to include drop-down box on interests.
Recommendations

9. Recommendations
New Website
Make it more animated – click to enlarge
Improve SEO
Less text more bite sized information and links
Link to Facebook
Sign up to newsletters

10. Direct Impact
On-line options - reduce spend in print titles
New ground, more work!
In control – a matter of degree
Indirect Impact
Seek out useful people
Introduction of e-marketing system
Focus – writing this case study
Better able to discuss/assess options eg cost per click

11. Conclusion
Helpful?
Probably yes. More real hands on training would be useful
Have our attitudes changed?
No. New tricks are always welcome
Have we changed how we work?
Yes
Meet expectations?
Might have been a more time/cost efficient way of getting this information.
Going forward?
Need to work with people to move us forward

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