Spinnaker Yachts online marketing was based around 2 slightly outdated websites which showcased the Corporate Entertainment and Race Charter aspects of their business. Digital Destinations gave the opportunity to address the shortcomings of the original sites and finalise the production of an updated 3rd website; cleaner, fully-SEOptimised and simpler to maintain. In addition, further channels have been explored, including an Email Client Tool and the development of a Facebook page to share client's and Spinnaker's photos of these memorable events.

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 Spinnaker Yachts
Spinnaker Yachts online marketing was based around 2 slightly outdated websites
which showcased the Corporate Entertainment and Race Charter aspects of their
business. Digital Destinations gave the opportunity to address the shortcomings of
the original sites and finalise the production of an updated 3rd website; cleaner, fully-
SEOptimised and simpler to maintain. In addition, further channels have been
explored, including an Email Client Tool and the development of a Facebook page to
share client's and Spinnaker's photos of these memorable events.

5. 5
Who are we ?
Spinnaker Yachts was set up by Poole Pilots Jim Macgregor and Neil Vardy in 1997. Since then we have
delighted our clients with an exciting range of sailing events, both in Poole and in the Solent.
We offer a variety of types of Sailing Day in luxury Elan 410 racing yachts; tailoring the events to each
clients’ specific requirements, including:
> Corporate Entertainment
> Team building
> Private charter days
> Race charter / corporate regattas
Where we were ( Digital-marketing wise)
A comments and reviews book from past clientele, full of positive comments
A house email group list of past customers, used for infrequent ‘newsletters’ and product launches
Two unsatisfactory websites which were not maintained
One was visually appealing but not sufficiently focussed on targeted marketing
The underlying hosting structure of the other made it virtually impossible to SEO
Client reviews were not publicised
No Google Analytics despite understanding to the contrary
A mark three optimised website almost ready for launch
No Online Marketing Strategy
Digital Marketing Action Plan
June 2013

6. 6
Digital Marketing Action Plan
June 2013
Where we are now
Mark 3 website launched including Client reviews Spinnaker Yachts
Facebook page created and linked
Mailchimp used for Newsletters and Product Launches
Google Analytics and MailChimp MI available and being analysed
High Level Online Marketing Strategy developed
Achieved objectives set in January
Where we want to get to
Develop CRM to keep customers engaged in Spinnaker Yachts to create repeat and spin-off business
Automate capture of client enquiries into database
Increase new client base by 10% per annum
Increase repeat business by 10% per annum
Reduce dependency on major clients by finding 2 other multiple-day clients per annum
Improved understand of client channel engagement effectiveness

7. 7
Digital Marketing Action Plan
June 2013
How do we get there?
Activity Target
> Targeted marketing campaign based on hit list of likely candidates August
> Develop Face Book Page to enable ourselves and clients to upload
pictures of their days to gain likes and shares
September
> Increased focus on keeping this page up to date with regular posts
and recent pictures
Ongoing – using KPIs from
Student Report
> Refine SEO based on analysis of Google MI Ongoing – using suggestions
from Student Report
> Move to bi- monthly newsletters – shorter and focus on recent events October
> Add MailChimp widget to Website to capture client details November
> Record client engagement channel to provide MI for targeted
marketing
November
> Analyse Customer Profiles and apply to Company House list to
identify prospective clients
December

8. 8
Digital Marketing Action Plan
June 2013
So we can TAKE OFF! Thanks to DDP especially Dr Philip Alford, Maureen McAllister and Rob Ladak

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