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West Midlands Growth Company commissioned CTConsults to deliver the DVE strand of work through to March 2023 as part of the wider BATP to support and enhance the visitor experience around the Birmingham 2022 Commonwealth Games and leave a lasting legacy.
The DVE strand will enable visitors to discover and book cultural, leisure, sporting, and tourism products through the channels that are most convenient for them and that offer them the best value. At the same time, it will provide you as destinations or cultural partners with the digital capabilities and insights you need to operate more efficiently and to grow.
This newsletter includes latest updates from the project as we work together to develop the Digital Visitor Information Network (DVIN), Integrated Digital Engagement Analytics (IDEA) for the West Midlands region, outlining how and when you can participate, as well as how we will support you through the process.
Thank you to all partners who attended and contributed your ideas at the Digital Partner Meeting on 19 January. If you missed any of the event, would like a recap; or weren’t able to attend you can catch up via the recording.
The recording covers:
● Results from the pilot campaign
● An update from the Birmingham 2022 Festival team
● Update on 2022 campaign plans
Any questions about the event please get in touch: wmgcdigital@theaudienceagency.org
Understanding how and where traffic is coming from to your website is one of the most important things we can measure.
Google Analytics already broadly tells you where people are coming from to your website, but UTM parameters allow us to track the source of that traffic more precisely.
For example, if you’re running a campaign for two separate events or exhibitions, you can not only tell which is more popular than the other in terms of click-throughs but also which channel generates the most clicks.
In other words, by using campaign tracking links you can make better decisions on where your content and marketing is most effective.
Who:
This webinar is aimed at those working in content and marketing with access to Google Analytics, or anyone interested in digging into how we can track the effectiveness of online content.
What you will learn:
● What UTM parameters are and how to easily construct a campaign tracking link
● How to use campaign tracking links to make decisions on content and marketing
● How to track campaigns using Google Analytics 3 and 4.
This session takes the form of a 45 minute workshop-style webinar with the opportunity to ask questions hosted by Adam Kozary, Head of Digital at The Audience Agency.
Book your place here
The Digital Visitor Information Network is ready for you to upload your events and venue information, with the Partner Portal now accessible on the Visit Birmingham and Visit Solihull website.
This is where you can upload your events and venue listings, in order to have them hosted on the Visit Birmingham website, and shortly on other destination websites catering for regions and districts across the West Midlands.
If you would like your events to be available for publishing and have not yet done so, please access the Partner Portal and select “create a new account” to get started.
If you have a Destination website, and have not yet spoken to CTConsults about integrating your website with this DVIN platform, please reach out to ollie@ctconsults.com
For assistance in using the platform, there is a User Guide, or email wmgcdigital@theaudienceagency.org
The countdown to the Birmingham 2022 Festival is officially underway, with the full launch programme taking place on 28th February 2022 at the Symphony Hall, Birmingham.
This year, they’ll be three periods of joint activity which you can join in with in support of Birmingham 2022 Festival. This is a great chance to share the wealth of cultural activity that’s taking place across the region and encourage visitors to plan ahead and make the most of their time in the West Midlands.
To take part in the March to May campaign – The Birmingham 2022 Festival launch
● Share the cultural programme launch announcement across your digital channels - we’ll be in touch with links/info later in February.
● Add your attractions and/or ALL events programme as early as possible to the DVIN portal website.
● Develop your content plans for your digital channels
● We’ll be in touch soon about how to share your events with each other
● Ensure you use UTM tracking links when you post any partner event information
● Use the hastags #B2022FESTIVAL #WMCULTURE22
We’ll be sharing a full campaign planning resource guide soon.
Any questions about taking part in the March – May campaign activity email wmgcdigital@theaudienceagency.org
Want to get involved in the Digital Visitor Engagement programme and support the regional visitor economy? Find out more at our free new partner workshop this February.
Organisations joining DVE will be taking part in one of the biggest sub-regional digital engagement projects in the UK. The programme funded by West Midlands Growth Company will provide:
● Training and experience in setting up and using Google Analytics, including building Google Analytics tracking links
● Traffic will be driven to your events through online promotion
● Insights will be generated into user behaviour and the effectiveness of digital marketing using IDEA
● Collaborative learning through regular reporting meetings and digital training sessions
The session will outline the benefits of the programme and results from the pilot hosted by CT Consults and The Audience Agency.
Register your interest by emailing wmgcdigital@theaudienceagency.org
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