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ETAG Digital Strategy Workshop – 2 half days

15 February 2017 at 9:30 am - 12:30 pm
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2 Half Day Workshops (Must Attend Both) 15th February and 28th February 2017

Ensure your Social and Digital Media activities are part of a carefully thought out marketing plan which is tailored to target the tourism customers you want, match your goals, and that you can measure the return on your investment.

This 2 half-day workshop will support you in the development of an actionable social and digital media-marketing plan.Working in a small group with a tutor using pre-prepared templates, delegates will:

1. Learn how social and digital media work in satisfying visitor/customer needs

2. Build the business case for using social media

The tourism focused exercises include:

  1. Setting Marketing Goal
  2. Customer Personas fit for social and digital media
  3. Brand Persona and guidance for use on social media
  4. Social Media Influencers
  5. Using appropriate Hashtags
  6. Search Engine Optimisation – keyword research
  7. Website review/planning
  8. Seasonal Content Planning that includes businesses, destinations and Visit Scotland,  and of course Analytics

The output is a complete marketing plan and an opportunity to collaboratively market your business. Templates for each exercise are provided.

Through a series of interactive exercises, delegates will identify their customer groups, importantly which ones present the biggest return on investment, create and confirm their own brand persona, identify sources for of marketing content, review their website and complete a marketing plan. Tourism businesses will work in groups to complete each of the exercises.

Delegates will receive a 12-month tourism-marketing calendar and performance measurement template for use post workshop.

Note: Attendees are welcome to bring laptops and/or tablets and use the online tools when discussed during the workshops – this activity will be guided.

Join us for registration and networking at 8.45am

9.30 Start Time

12.30 Finish Time

Tutor: Lesley Wood has 27 years business experience with 17 years in digital marketing and social media. Lesley has delivered training on behalf of Scottish Enterprise, Business Link, Scotland Food and Drink and numerous Business Gateways. Tourism clients include Piersland House Hotel, Highland Experience and the Scottish Maritime Museum. For more information about Lesley please see, uk.linkedin.com/lesleymwood

ETAG maintains a 48hr cancellation policy. We are unable to offer refunds for bookings cancelled less than 48 hours prior to the event. This event will be in high demand & places are limited to one attendee per company. ETAG events are aimed at tourism businesses within Edinburgh who operate on a B2C (Business to Consumer) or B2B (Business to Business) basis – unfortunately we can’t offer place to intermediaries, consultants or suppliers of services. Registering for ETAG events means you may be contacted in regards to future ETAG activity, events or market intelligence. 

This event is delivered in collaboration with Digital Tourism Scotland

Where ?

Edinburgh Training and Conference Venue

16 Saint Mary's Street, Edinburgh, EH1 1SU