Rumsey Holiday Homes was looking to gain a better understanding of digital marketing and impacts for their business. They focused on SEO optimisation via adwords, and links to social media. Measurement and market focus also raised some key questions about branding and on-line presence.

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 Rumsey Holiday
Homes
Rumsey Holiday Homes was looking to gain a better understanding of digital
marketing and impacts for their business. They focused on SEO optimisation via
adwords, and links to social media. Measurement and market focus also raised some
key questions about branding and on-line presence.

5. a Case Study / Action Plan
by Paul Dredge of
Rumsey Holiday Homes

6. Situation
 Background
A long established (traditional) Self-catering holiday letting agency.
Marketing used to be a 12 week print media campaign.
Historic ‘monopoly’ on self-catering accommodation in the area.

7. Situation
 Now
No print advertising at all other than an entry in the Poole guide.
No online or digital specific marketing beyond a paid for listing on
Holidaylettings.co.uk
Some ‘ad hoc’ Twitter, Facebook & Ad Words activity.
Direct repeat business down to around 30 to 35%.
At least 3 new local competitors & potential competition from ‘national
agencies’.

8. Situation
 E-SWOT
Strengths: 1/ Search Tab on every page; 2/ Ease of use; 3/ Important
Information kept above ‘crease’ line.
Weaknesses: 1/ Not all links shown on navigation bar; 2/ Brand
experience not shown online; 3/ Lack of images.
Opportunities: 1/ Increase use of Social Media; 2/ New markets;
3/ New Services; 4/ Reach new demographic.
Threats: 1/ Easy online access to comparisons with competitors;
2/ Increased online competition.
3/ ‘New’ competitive products (& services) 4/ Channel conflicts.

9. Objectives
 Historic
1/ Within the scope of the DDP, create an AdWords campaign aimed at
‘Doubling the number of visits to rhh.org during February 2013’.

10. Strategy
 A.I.D.A

11. Tactics
 Twitter
 Increase number of followers.
 Improve quality and frequency of Tweets so as to engage audience.
 Marketing Action Plan

12. Actions
 M.A.P
Develop ‘specifics’ – i.e.: Creation of Hashtags
Gain greater knowledge, insight and understanding of Google
Analytics.
Plan specific changes to website.

13. Controls

14. Conclusions
 Has the DDP been worthwhile? – Yes, without a doubt.
 What has Rumsey Holiday Homes gained? – Greater
insight and understanding of digital marketing
generally and our own business needs in particular.
 Any other benefits of the Project? – The Action
Learning Group meetings were a productive
‘networking’ opportunity. The involvement of a
‘dedicated’ student was helpful, informative and
educational!

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