pavillion dance south west

DIGITAL DESTINATIONS

Dr Philip Alford Bournemouth University

www.digitalhub.co.uk

www.pinterest.com/digitaldest www.slideshare.net/DigitalHub

[email protected]

@schooloftourism | @philipalford

#DDBU

http://www.digitalhub.com.uk

http://www.pinterest.com/digitaldest

http://www.pinterest.com/digitaldest

http://www.slideshare.net/DigitalHub

mailto:[email protected]

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/

http://www.slideshare.net/DigitalHub

http://www.budigitalhub.co.uk/

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.

Digital Strategy PDSW

2013-14

Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010)

Audience Development Strategy

Communication Strategy

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


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 (%)


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

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. WealthyAchievers

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

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



0

200

400

600

800

1,000

1,200

1,400

1,600

BH

1 1

BH

1 3

BH

2 5

BH

3 7

BH

4 9

BH

5 2

BH

6 4

BH

7 6

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8 0

BH

8 9

BH

9 2

BH

10

4

BH

10

6

BH

11

8

BH

12

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BH

12

3

BH

12

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13

7

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16

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BH

17

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18

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25

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31

7

Ballet/Opera attenders within area Ballet

Opera



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


Creating and selecting strategies

Stephen Cashman, Thinking Big! A guide to strategic marketing planning for arts organisations (AMA/ACE 2010)




Digital 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

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


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


tickets sales

Life streaming of post-show chats to show

their relaxed and non-scary atmosphere


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


tickets sales

general

website


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

Twitter


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,


Publicise hash tags on website, in brochures, on online booking pages Number of followers, number of retweets, number of direct tweets,


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,


Run online competitions to win tickets Number of followers, number of retweets, number of direct tweets,


For more information on DIGITAL DESTINATIONS contact:

Dr Philip Alford, Bournemouth University

[email protected]

@schooloftourism | @philipalford

#DDBU

mailto:[email protected]