Deliver a contemporary online presence for Devonport as a destination to enhance the visitor experience and increase visitation. For instance – increase awareness of local events, attractions,...

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Deliver a contemporary online presence for Devonport as a
destination to enhance the visitor experience and increase
visitation. For instance – increase awareness of local events,
attractions, accommodation, eateries, shopping etc.
 Explore the digital presence and access associated with a
destination website. What platforms and aligned social media
presence should it sit on? Should there be a mobile app associated
with the site?
 Explain how the site aligns with the regional destination website
(Tasmania’s North West) and Tourism Tasmania website.
 Explore the option of including a retail presence as part of this site,
eg Mainstreets/Chapel Street etc. Or would this have more impact
as a standalone site?




Assessment Item 3: Digital Marketing Audit and Plan - Assessment Criteria Criteria HD (80 -100) DN (70 – 79) CR (60 – 69) PP (50 – 59) NN (0 – 49) Situation analysis (5 points) The situational factors identified are all relevant and logical and analysed comprehensively The situational factors identified are mostly relevant and logical and analysed at a high but not comprehensively level The situational factors identified are moderately relevant and logical and analysed at a moderate level The situational factors identified are partially relevant and logical and/or partially analysed The situational factors identified are not relevant and logical and/or are not analysed Objective setting (8 points) The objectives set are all logical, relevant to the segments identified, and follow the SMART framework The objectives set are mostly logical, relevant to the segments identified, and follow the SMART framework The objectives set are moderately logical and relevant to the segments identified, and follow the SMART framework at a moderate level The objectives set are partially logical and relevant to the segments identified, and/or partially follow the SMART framework The objectives set are not logical, relevant to the segments identified, and/or do not follow the SMART framework Strategy development (8 points) The strategies devised are all logical and linked to the company’s situation analysis and the objectives set The strategies devised are mostly logical and linked to the company’s situation analysis and the objectives set The strategies devised are moderately logical and linked to the company’s situation analysis and the objectives The strategies devised are partially logical and/or linked to the company’s situation analysis and the objectives set The strategies devised are not logical, linked to the company’s situation analysis and/or the objectives set Tactics (8 points) The tactics explain a detailed, logical, and relevant mix of digital communications media and vehicles, and campaign schedule The tactics explain a mainly detailed, logical, and relevant mix of digital communications media and vehicles, and campaign schedule The tactics explain a moderately detailed, logical, and relevant mix of digital communications media and vehicles, and campaign schedule The tactics explain a partially detailed, logical, and relevant mix of digital communications media and vehicles, and/or campaign schedule The tactics do not explain a detailed, logical, and relevant mix of digital communications media and vehicles, and/or campaign schedule Actions (3 points) Outlines the main and relevant actions to take to implement the devised strategy(ies) at a thoroughly logical level Outlines the main and relevant actions to take to implement the devised strategy(ies) at a high but not thoroughly logical level Outlines the main and relevant actions to take to implement the devised strategy(ies) at a moderately logical level Partially outlines the main and relevant actions to take to implement the devised strategy(ies) Minimally outlines the main and relevant actions to implement the devised strategy(ies) Control (8 points) The control mechanisms thoroughly specify the relevant and logical metrics to measure the digital marketing performance The control mechanisms specify the relevant and logical metrics to measure the digital marketing performance at a high but not thorough level The control mechanisms specify the relevant and logical metrics to measure the digital marketing performance at a moderate level The control mechanisms partially specify the relevant and logical metrics to measure the digital marketing performance The control mechanisms do not specify the relevant and logical metrics to measure the digital marketing performance Apply relevant theory to the identification of issues and recommendation of solution(s) (8 points) The issues identified and the recommended solutions are clearly and logically linked to the relevant theory at a comprehensive level The issues identified and the recommended solutions are clearly and logically linked to the relevant theory at a high but not comprehensive level The issues identified and the recommended solutions are clearly and logically linked to the relevant theory at a moderate level The issues identified and the recommended solutions are linked to the relevant theory at a partially clear and logical level The issues identified and the recommended solutions are not clearly and logically linked to the relevant theory Write using academic language, adhering to Harvard referencing style (2 points) Thoroughly logical, coherent, and concise structure and arguments, presented in academic language, citing all of the sources accurately. Mainly logical, coherent, and concise structure and arguments, mostly presented in academic language, citing most of the sources accurately. Moderately logical, coherent, and concise structure and arguments, presented in moderately academic language, citing some of the sources accurately. Partially logical, coherent, and concise structure and arguments, partially presented in academic language, citing few of the sources accurately. Poor structure and arguments, not presented in academic language, failing to cite the sources accurately. Overall grade /100 Lecturer: Conversion to assessment weighting: /50 Group members: Assessment Item 3 – Digital Marketing Audit and Plan Task Description: The digital and direct marketing audit is an individual assessment. It focuses on conducting an analysis of the current digital marketing strategy of an organisation and developing a revised digital marketing plan for the organisation. The organisation will be chosen by the lecturer. Students are only to use secondary research and are not to contact the business directly to involve them in this process. Students should apply relevant concepts, theories, principles, models, and frameworks to conduct an analysis of the organisations’ current digital marketing strategy in order to identify any problems and issues. To do this task, students will use what they have learned throughout the semester (from the textbooks, lecture slides, workshops, and other learning resources) and integrate them with their existing knowledge of business and marketing to devise a digital marketing plan. In this digital marketing plan, students will make sound managerial recommendations as to how to refine the current plan, or propose an entirely revamped plan. The document should also detail how to implement the recommended digital marketing plan and how to monitor its outcomes. Students are required to support their analysis, interpretations, recommendations, arguments, and conclusions with appropriate referencing to academic literature. At least six (6) peer-reviewed journal articles should be used in the solution/answers. Coursework from other universities or from non-academic websites, e.g. Wikipedia, should not be used as references. The assignment submission will contain a written word document of maximum 3000 words ± 10% (excluding references). Please do not include an “Executive summary” in the case study analysis. Task Length: 3000 words ± 10% (excluding references) Assignment Structure · Introduction · Situation analysis · Objective setting · Strategy development · Tactics · Actions · Controls · Actionable recommendations · Conclusion UTAS – DIGITAL MARKETING BRIEF – DEVONPORT CITY COUNCIL PROJECT 1 – ENGAGING VISITORS, DESTINATION DEVONPORT WEBSITE PROJECT OVERVIEW Explore the opportunity for a Destination Website for Devonport. To showcase information specifically for visitors to Devonport. URL To be developed OBJECTIVE  Deliver a contemporary online presence for Devonport as a destination to enhance the visitor experience and increase visitation. For instance – increase awareness of local events, attractions, accommodation, eateries, shopping etc.  Explore the digital presence and access associated with a destination website. What platforms and aligned social media presence should it sit on? Should there be a mobile app associated with the site?  Explain how the site aligns with the regional destination website (Tasmania’s North West) and Tourism Tasmania website.  Explore the option of including a retail presence as part of this site, eg Mainstreets/Chapel Street etc. Or would this have more impact as a standalone site? BACKGROUND INFORMATION  Devonport’s stand alone tourism website no longer exists – it is now integrated with the regional tourism website: Tasmania’s North West.  Devonport hosts a Devonport Events Facebook page and a Devonport Tas Instagram and Twitter feed, these would benefit from a refresh/rebrand.  There is some discussion about the inclusion of retail in destination marketing, or is there merit in a digital shopfront style platform?  Devonport has recently introduced Free Wi-Fi throughout its CBD and other frequently used areas such as the Bluff, 4ways and East Devonport. Explore the option for Wi-Fi ‘push notifications’.  Devonport is undertaking a major urban renewal project, ‘Living City’ which aims to attract a significant number of visitors – initially focused on food tourism. TARGET AUDIENCE  Primary: Tourists/visitors to the Devonport region:  Intrastate  Interstate/international visitors  Secondary: Residents of Devonport and neighbouring municipalities REQUIRED FUNCTIONALITY  Compliance with latest Accessibility standard  Integration with mobile devices DESIGN ATTRIBUTES DESIGN IDEAS CONTENT HOME PAGE SEARCH ENGINE OPTIMISATION Priority keywords and phrases:  Devonport Tasmania  Devonport tourism  North West Tasmania  Tasmania’s North West SOCIAL MEDIA BUDGET TIMELINE CONTACTS JoHanna Robertson, Marketing & Events Coordinator, Devonport City Council. 03 6424 0563 [email protected] mailto:[email protected] A01_CHAF7611_06_SE_FM.indd Digital Marketing A01_CHAF7611_06_SE_FM.indd 1 10/27/15 12:24 PM At Pearson, we have a simple mission: to help people make more of their lives through learning. We combine innovative learning technology with trusted content and educational expertise to provide engaging and e�ective learning experiences that serve people wherever and whenever they are learning. From classroom to boardroom, our curriculum materials, digital learning tools and testing programmes help to educate millions of people worldwide - more than any other private enterprise. Every day our work helps learning flourish, and wherever learning flourishes, so do people. To learn more please visit us at www
Answered Same DayOct 21, 2019CRM302University of the Sunshine Coast

Answer To: Deliver a contemporary online presence for Devonport as a destination to enhance the visitor...

David answered on Dec 27 2019
107 Votes
2
DIGITAL MARKETING AUDIT AND PLAN:
ENGAGING VISITORS, DESTINATION DEVONPORT WEBSITE
Introduction
    There are various organizations that are operating their businesses through digital marketing activities to promote and increase growth successfully. Although the majority of businesses involved in the digital marketing are not sure about the effectiveness of their cu
ent digital marketing strategy. At this stage, it is necessary to audit the digital marketing of the organization or business to confirm its cu
ent position in the market that is working effectively or not (Kingsnorth, 2016). Addit
ionally, digital marketing audit assists to understand the strength and value of the different channels that exists online.
    In this consideration, this paper is taken to conduct digital marketing audit and plan a Destination Website for Devonport. Further, this paper is also associated to conduct an analysis of the Devonport City Council’s Website and its cu
ent digital marketing strategy in order to identify any problems and issues. The exploration of the opportunity for a Destination Website for Devonport is also conducted to provide information specifically for the visitors to Devonport. In this study, managerial recommendations would also be made in order to show how to refine the cu
ent digital marketing plan of the organization. There would be also some description about the ways to implement the recommended digital marketing plan of the organization and ways to monitor its outcomes.
Situation Analysis
    The Devonport City Council is a government organization of the Australia that specifically controls or governs the city of Devonport that is the area of Tasmania and a destination of beautiful tourism place. Devonport standalone tourism website no longer exists and is now integrated with the regional tourism website known as the Tasmania’s North West.
At the same time, the present situation of the digital marketing strategy of the Destination Devonport Website has included several factors or aspects to influence visitors or tourists in Australia. In this aspect, a Devonport Events Facebook page has been created that is hosted by the Devonport City Council effectively and efficiently. Apart from this, the Devonport City Council also manages a Devonport Tas Instagram in the digital marketing strategy to promote tourist destination of the Devonport that is the area of Tasmania. It can also be identified that Twitter feed is also a part of digital marketing strategy of the organization to provide benefits as making re-
and of the Destination Devonport Website.
The digital marketing campaign is based on flowing regional tourism in Australia that is the central platform of Australia. Therefore, the regional website and Facebook or Instagram are taken as increasing visitors relevant to the food products and other services. The cu
ent situation of the digital marketing is also based on providing the retail in destination marketing to attract visitors towards Destination Devonport that is merit to expand the business of tourism industry. Giving additional benefits to the Destination Devonport Website of the organization, digital marketing strategy of the organization has included additional benefits to the visitors.
However, this organization is facing problems or issues in the digital marketing strategy that can be seen as a lack of accuracy of information and less matching physical sign on the Web site. The other issues in digital marketing strategy can be assumed as the presence of a huge number of Websites for the Northwest area of Tasmania. Most of the Web sites are out of date that fails to attract more visitors for the Destination of Devonport.
Objective Setting
    Specific: The objective of the organization helps to set up essential target to achieve specific goals of the Destination Website for the Devonport. It is decided to deliver a contemporary online presence for Devonport (Kingsnorth, 2016). This objective is linked to provide a final destination in order to increase or enhance the visitor experience. The visitor experience helps to increase visitation on the regular basis in the organization.
Measurable: In the digital marketing strategy, the setting of the objective can be assumed as increasing awareness when local events occur, and attract more visitors to the destination of Devonport. It is also decided to accommodate, and eateries, as well as shopping at the destination to influence tourists (Kingsnorth, 2016). At the same time, in the objective setting, it is also decided to explore the digital presence of the organization and measure its success compared with a previous digital market strategy.
Achievable: The destinations of the Devonport and ways to access associated with a destination website are decided to focus towards well structured design to influence the people. Apart from this, there should be a suitable platform and alignment of the social media presence in the digital marketing strategy to cover a wide area of the world and visitors. Although in the objective of the digital marketing improvement a mobile app would be considered with the Website effectively and efficiently.
Relevant: The objective of the digital marketing strategy can decide to explain different ways of the Website alignment. It would be relevant to the Destination Website for Devonport by upgrading contents and other features (Kingsnorth, 2016). The regional destination of the Tasmania website, such as Tasmania’s North West and Tourism Tasmania website needed to make very effective to avoid confusion of the visitors about the selection and visit. The cu
ent digital marketing strategy also required to set up accuracy in the Website regarding information choices. It is essential to motivate visitors through selective information of the destination to create a positive impression.
Time-oriented: In the time-oriented objective of the digital marketing, the changes could be made within six months in which some specific strategy can...
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