Image Credit: Dietmar Kahles
Co-funded by Cradle Coast Authority and Australian Government through the Building Better Regions Fund, this Program is an exciting opportunity for the tourism industry to enhance their knowledge and skills in digital marketing to drive sustainable growth for the Cradle Coast region.
From May-August 2019, Paige and Rebecca will work with the participants to:
Facilitated by experienced tourism marketing professionals, Paige Rowett and Rebecca White from Tourism eSchool, the Program has a focus on learning marketing strategy alongside practical implementation instruction.
Increase confidence and motivation to implement marketing tactics to drive real conversions for their business
The Program has been customised for the Region to build digital marketing capacity, enhance networks between local operators, and foster collaboration and consistency online across the Cradle Coast.
Increase knowledge and assurance in choosing and implementing digital marketing tactics that are aligned with their customers and markets
Grow into an influencer and leader in digital marketing, to support the Cradle Coast Region and Tourism Tasmania with their marketing goals Have the opportunity to network and collaborate with other like-minded, enthusiastic tourism business owners, where they can establish and build lifelong relationships
who is it for? This program is open to tourism businesses and event managers who: Are already actively marketing their business or an event Are ready to activate intermediate to advanced level marketing tactics Understand the value of marketing, have the time and motivation to implement learnings and report on successes Are proactive industry participants
how the program works...
6 Marketing Modules + Mentoring will be facilitated from May - August 2019 Module 1 and 6 to be delivered as Live Webinars + In-Destination Workshops (Workshop locations to be confirmed) Module 2 - 5 to be delivered as Live Webinars Only Mentoring support for the length of the program will be available to all participants via a private Facebook Group. Participants will be encouraged to use this space to submit questions to the Program facilitators, and to work with one another to further their learning, and to network with other participants.
Image Credit: Jess Bonde
what's included? Training and mentoring support from to two tourism marketing specialists: During the live workshops in region For each one hour live webinars Via a private Facebook group (monitored 9am – 5pm ACST weekdays until 30 September 2019).
Individual log-in access to Tourism eSchool’s secure member portal (until May 2020) which will store: Recorded live webinars and pre-recorded webinars Workbooks, toolkits, templates and other tailored learning resources
Feedback on the completion of Program tasks: Available in the Private Facebook Group, and via email (if confidential)
Image Credit: Jess Bonde
program content Module 1 - Tourism Trends, Marketing Strategy + Product Experience Briefing on influential tourism marketing trends Improve your understanding of tourism marketing strategy, and what it takes to attract more customers to your business or event Understand the roles and responsibilities each stakeholder has in the Region in driving demand Understand the link between product experience and marketing Identify, profile and complete a customer journey map of your most profitable customers
Module 2 - Content Marketing Understand what content marketing is, and what content themes and types are high converting Learn how to collect and leverage user generated content for repurposing on social media Learn how to leverage video and live video broadcasts to connect with potential customers Tips on how to take and record better photos and videos on your smartphones and DSLR Cameras Discover the best websites and apps to take your photos and videos from ‘blah’ to ‘wow’
Module 3 - Website Marketing Learn key functional and user experience tactics to optimise your website to engage and convert more website visitors into customers Gain knowledge and tools to confidently work with your web development agency to produce a high yielding website, that not only services your customers, but achieves your overall marketing goals Learn key development and management considerations when building a tourism website Understand key conversion metrics for website marketing, and how to measure website marketing success
Image Credit: Jess Bonde
program content cont. Module 4 - Search Engine Optimisation Understand the complexities of Search Engine Optimisation in layman’s terms (including how search engines work and major search engine ranking factors) Learn how to optimise web pages, blog articles and rich media content to improve organic search visibility and referrals to your website Gain an understanding of 'link building', and how to build simple links to improve search engine visibility Learn what metrics matter when it comes to measuring blogging success
Module 5 - Social Media Learn how to use social media to attract and convert followers into customers Learn practical tips to increase the engagement and reach of your social media posts Understand how to use Facebook & Instagram Advertising strategically to attract new customers and drive more customer conversions Learn how to use social media direct messaging to provide customer service Learn what metrics really matter when it comes to measuring social media success
Module 6 - Reputation Management, Advocacy + Location Marketing Understand the critical importance of managing your business’s reputation online Learn a framework of how to respond to negative customer feedback Discover tools that can help save you time in monitoring your brand’s reputation online Discover practical tips on how to amplify happy customers love on social media, TripAdvisor and other review websites Learn tactics on how to be visible and engage with customers when they are looking for local product and event information whilst in the region
Image Credit: Jess Bonde
program program facilitators facilitators
Rebecca White and Paige Rowett from Tourism eSchool are the qualified, disciplined training experts who will be the facilitators of the Program. After working in the Australian tourism industry for a combined 27+ years, they have built robust and trusting relationships with tourism industry colleagues across the country, from private and public sectors. During this time, they've trained hundreds of tourism businesses and destination marketers around Australia in best practice digital marketing via tailored Regional Marketing Mentoring Programs, Conference Speaking and Workshops.
To learn more about Rebecca and Paige, please visit www.tourismeschool.com
are you ready to take your marketing to the next level? Image Credit: We Are Explorers
To register you interest to join the program, please contact Chelsea Bell, Cradle Coast Authority on 03 6433 8427 or cbell@cradlecoast.com