World Heritage Site Tourism project -Strand 2 – Digital marketing and facilitation

Descriptions

The council wishes to commission a digital marketing agency to help tourism businesses evaluate their current digital marketing activity, with a view to developing a realistic and achievable strategy for improving their use of technology to attract new customers and maintain communication with established / previous customers. Businesses will access this advice by applying to an assessment panel.In working with businesses accepted onto the scheme, the appointed agency might look at anything from customer data-capture practices to website content and functionality, from search engine optimisation and management to use of social networking channels, or from targeted and measured email campaigns to new mobile phone technology. The aim will be to come up with realistic recommendations that fit-in with the marketing resources of each business. Businesses might also be able to tap into two grant schemes (offering 100% match-funded grants of up to £5k), which are being operated under different strands of this project, to help develop their digital marketing capability.As well as the mentoring element of this project, the appointed agency would be required to create an integrated range of high quality, creative marketing activity and material - encompassing the official Pontcysyllte World Heritage Site brand - which can be utilised by individual businesses (businesses will have to join a WHS ‘marketing affiliation scheme’ to tap into these resources). For example, WHS-branded social media pages, blogs, editable html email templates, web page templates, click-through banner adverts and so on. An official, high spec Pontcysyllte World Heritage Site website will also need to be built, providing a digital ‘bolt-on’ option for tourism businesses, enabling them to link to ready-made, up-to-the-minute online visitor information, rather then having to compile it themselves from scratch.