Cork Convention Bureau
business tourism
Services
Challenge
To review and reorient the web text and visual content narrative, research and develop an online marketing strategy and increase relevant traffic to the website with the objective of growing online sales leads.
The design and implementation of an internet marketing programme for the business tourism sector required in-depth research of destination, incentive and event management engagements – online and offline – with their target markets, particularly in the UK.
Solution
Implement keyphrase research on a section-by-section and page-by-page basis, page content reviews and re-writes, and news update management. Also reviewed, revised and optimised were associated conference and convention facilities’ downloads, sign-ups and bid documents. We also undertook a review of traditional brochure and programme materials, which we subsequently re-designed to reflect developing online communications strategies.
Results
Notwithstanding the increase in web footfall of 25% year-on-year, of which 17.5% was new visitor traffic, the email marketing strategy here was to focus on segmentation to address both English and non-English key markets and verticals.
