MRKT: 9012

Strategic Marketing & Digital Media

MSc Hospitality Management

Gina Salvo D14126286

Maeve Cronin C07546815

Mario Roma Momma D14126773

DIGITAL MARKETING PLAN

SURFIRELAND.IE

1

Table of Contents

MAIN LINKS 2

WEBSITE & BLOG: 2 OUR SITE MAP: 2 GOOGLE ANALYTICS FOR NEW WEBSITE: 2 INSTAGRAM: 2 YOUTUBE: 2 MAILCHIMP: 3

SUPPLEMENTAL INFORMATION 3

TRIP ADVISOR 3 TWITTER 4 PERISCOPE 5 FACEBOOK 5

2

Main Links

Website & Blog: http://surf-ireland.wix.com/surf-ireland

Our Site map: http://surf-ireland.wix.com/surf-ireland/sitemap.xml

Google Analytics for new website: We cannot add the Google Analytics code to a free website on Wix. Once Surf

Ireland connects their old domain surfireland.ie to the new website we will add the

following code to allow for daily monitoring of site statistics like traffic volume,

bounce rate, referrals source and conversions, among others.

<script>

(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){

(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),

m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a

,m)

})(window,document,'script','//www.google-analytics.com/analytics.js','ga');

ga('create', 'UA-71306795-1', 'auto');

ga('send', 'pageview');

</script>

Instagram: https://www.instagram.com/surf.ireland.bundoran/

Youtube: https://www.youtube.com/channel/UCVA1dXaSjMFPW_rUc2hPdUg/feed

3

Mailchimp:

Surf Trip giveaway example:

http://us12.campaign-

archive1.com/?u=40c811dcd5d886265cf6b9b94&id=548e90fe19&e=

Upcoming surf trip announcement example:

http://us12.campaign-

archive1.com/?u=40c811dcd5d886265cf6b9b94&id=7671c4a616&e=82cdc40f88

Supplemental Information

In creating the website and social media components, certain profiles could not be set

up without further intent from the owner of the company. In lieu of this, we have

created an explanation of what steps would be taken had we the authority to create

and maintain these channels.

Trip Advisor

4

Similar to our competitors our format above, SurfIreland.ie will appear on

TripAdvisor. Our TripAdvisor page will have maps, vivid pictures, and a link to our

website. Reviews will be monitored daily and immediate action will be taken to reply

and comment to each review to show our customers that we are listening to their

feedback. The most important part of TripAdvisor is knowing what our customers

have to say about us and giving them quick responses to remedy undesirable

situations. For example, if someone were to have a bad trip and post a review we

would immediately reach out to find out what prevented this trip from meeting

expectations and perhaps find a way to compensate them with maybe a credit towards

a future trip or a partial refund. Positive reviews will be replied to with sincere thanks,

letting our customers know we appreciate their feedback both positive and negative.

Constant maintenance and vigilance will be vital to using the review site properly and

being able to utilise the valuable feedback it provides.

Twitter

As Surf Ireland already have a twitter account we have not set up a second account.

Instead please follow link to our sample tweets. This excel file is created in such a

way (calculating character length accounting for links/images prior to posting) to

ensure Surf Ireland will have very easy implementation. This way they can plan

ahead, pre writing tweets and scheduling them through hootsuite when they have

some down time. Please see sample tweets on Tab 1 on link below. Please sign in

with DIT account to view.

As well as these pre - written and scheduled tweets, Surf Ireland should interact and

react with their community and industry via mentions, retweets and conversation on

the go. This is harder to plan, as it is a more as it happens approach. However we have

selected some accounts for Surf Ireland to follow and interact with, supplying the

twitter handles for their convenience on Tab 2.

Link to Twitter Implementation:

5

https://docs.google.com/spreadsheets/d/1rAGTWjt-K-

Onw8LP19afYSmKoGoEatvGoF0KSPXM4hg/pubhtml

Periscope

As Periscope is a live broadcasting channel, can be used by Surf Ireland both on the

go and for more structured broadcasts.

● On the go sample broadcasts - short live video of the waves in bundoran,

quick tour of the hostel in Bundoran, live informal reviews from attendees on

a surf weekend while they are in Bundoran.

● Structured sample broadcasts - live surf instruction from board on the sand,

live feed for a question and answer session with local surfer. These broadcasts

should be promoted in advance via Twitter and Facebook to increase the

number of live viewers, giving them a chance to interact and type in their

questions during the live stream.

As these videos can be saved to the Surf Ireland account they can be re watched, and

they can be downloaded by Surf Ireland so they could be reused on other social media

sites like Twitter, Facebook and YouTube.

Facebook

Sample posts:

Amazing! First time surfing and already standing on the board getting a nice wave,

right @Carl? That is one of the surfers that had great fun last weekend in Bundoran.

that’s how we work: we make a beginner surfer feel the amazing feeling that surfing

naturally provides! Follow us and be ready for the next weekend surf trip we will

organize! Number of surfers are limited so if you are sure that you want to learn to

surf, visit us at surfireland.ie and book quickly!

Opinion poll for future trips for Facebook and Twitter:

http://goo.gl/forms/X2XknJYdeg