Forest Of Bowland - Aggregate Blog

Background

• ! Lancashire Green Tourism project www.lancashiregreentourism.com

• ! Tourism businesses working towards Green Tourism Business Scheme accreditation

• ! Accreditation awarded to businesses operating in a sustainable way including monitoring/reducing energy consumption, waste, water but also promotion of sustainable activities to visitors - walking, cycling, bird watching and foremost: marketing of green messages

Background

• ! Through the project businesses develop their

websites and marketing of their green credentials

• ! Wildlife –wonderful area for wildlife and visitor

opportunities – common theme for businesses

• ! So emerged the Bowland Wildlife Blog…

–! An aggregate blog bringing together postings from

individual business blogs into one website:

www.bowlandwildlife.org.uk

Set-up

• ! Each business sets up their blog, integrated or linked from their individual website

• ! Free tools - such as Google or Word Press –!www.blogger.com

–! http://wordpress.org

• ! Launched in March 2009

• ! 14 businesses currently contributing

Example 1

Example 1

Example 2

Example 2

Bowland Wildlife Blog

Bowland Wildlife Blog

Bowland Wildlife Blog

Bowland Wildlife Blog

User statistics

• ! Unique visits:

–!March 2009 493

–!April 2009 843

–!May 2009 1,441

–! June 2009 1,521

–! July 2009 1,334

–!August 2009 1,288

–! September 2009 1,468

Benefits to businesses

• ! More opportunities for listings in search engines • ! Opening up to new and niche markets – e.g. hare watching

holidays • ! Marketing potential for new types of visitors and younger age

group • ! Talking point with visitors

• ! Joint promotion between businesses = greater impact • ! A group can more effectively promote a visitor destination or

activity • ! Generates positive competitiveness – the last person to post is

listed at the top! • ! Provides a useful resource to wildlife enthusiasts – a

description of wildlife sightings across a large geographical area. But – also offering uniqueness at different businesses

Business Feedback

• ! Business quote:

‘Last week I had somebody from the RSPB staying

with me who was doing a fish and aquatic plant

survey. He said he was really impressed with my

Blog so perhaps I have more followers than I

think.’

Grisdale Farm B&B, Leighton Moss

Key to success

• ! Regular postings and updates

• ! Keeping posts concise and interesting

• ! Including images

• ! Adding a link to your website in each posting

• ! Quirky/niche topics generate most interest

• ! Useful to have key driver(s) – enthusiastic individuals encouraging others to contribute and providing ideas

and guidance on good practice

Next steps

• ! Encourage further businesses to engage

• ! Develop www.lancashirewildlife.org.uk

Watch this space………

Contact: hetty.byrne@lanashire.gov.uk

Or barrie@ribblesdale.net