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› Digital Communications Audit Report Inn At The Park All text in purple should be deleted and replaced with your own work. This is just a draft template for you to use as a guide. BSM805 Strategic Digital Communications Module Coordinator: Helen Dargie Student Number: 2000985 Date Due: 01/06/2020 Word Count:

Table of Contents………………………………………………………………………………………i

Digital Communications Audit Report 1

1. Situational Analysis 1

A. Business Objective 1

B. Digital SWOT Analysis 1

C. Target Audience 2

D. Competitor Analysis 3

E. Digital Communications Audit 5

• Website Objective and Performance 5

• Google Analytics Audit 6

• Search Engine Optimisation 7

• Content Marketing 9

• Online Partner Analysis… 11

2. Objective Setting and Strategy. 12

3. Digital Communications Priorities 13

Reference List.…..……………………………………………………………………………….14

Appendix………………………………………………………………………………………….15

Digital Communications Audit Report

The properties in Deemount Terrace Aberdeen date back to 1870s. Originally the hotel was two individual dwelling houses, Hasties Hotel (1870-1975/1976) now known as Inn At The Park gone through a lot of owners change. The last owners Stephanie and Ronnie Caird wanted to honor tradition of using locally sourced and freshly cooked ingredients .

Part One: Situational Analysis

A. Business Objective

Like any business in hospitality sector Inn At The Park should be focusing on customer satisfaction through friendly and welcoming environment ,the high quality of providing the services like cleanness and fast responds to customer demands, continuous update of food menus of the restaurant and social media as its very essential at our time, Generate revenue from old and new customers, Trying to reduce face to face tasks as much as possible by doing them online which saves more time for the customer.

B. Digital SWOT Analysis

Strengths

•Good META titles and description.

•Fast page load (1.7)

•URL short and gives review of what to expect to find.

• Pet friendly.

• Friendly staff and great service.

• Food that taste like home cooked.

• Reviews and replays back to feedback on trip advisor.

• Easy to access for all people from different age.

•Easy booking and restaurant booking.

•Have rewards through radio.

•Varity of (Vegan and vegetarian) food menu.

•Loyal customers.

•In city center.

Weaknesses

•Social media buttons not integrated on website.

Less Staffing on Mondays.

• No image alt tag.

• Not many photos on website.

•Cant find it on other search engines to book.

•No points system for regular customers.

•No offers or promotions.

•No updates on social media.

Opportunities

•Have deals with tourism companies and airlines.

•Deal with companies to give their employees discounts.

•They could add more facilities such as gym or pool.

•Add American express card for payment.

•be more active on social media.

Threats

• Airbnb.

•Palm Court.

•Ferryhill House Hotel.

• Cheaper hotels.

•Booking.com

•Bigger hotels with more facilities.

C. Target Audience

Marketing is not to close sale , Marketing creates conditions for your best sales conversation with your ideal prospects and that’s the conversation where your prospect say where can I sign up, let me book/buy now.

With that in mind knowing your target audience will bring more revenue to your business

Persona name?

Characteristics / segment?

Motivations, Goals and Needs

What we want to deliver?

Mr. Liam

-Mr. Liam is 65 years old retired business man.

- Have three sons and one daughter aged (14,15,19,22).

-lives with his wife and two sons in London.

-Enjoys walking the dogs.

-Have two dogs.

-Daughter and one son lives in Aberdeen to finish their degree.

-Vegetarian daughter.

-Depends on his son to book hotel when they visit Aberdeen to spend time with his daughter and son.

-loves to spend family time in Aberdeen where its quite and family friendly.

-likes supporting family owned business.

-Pet friendly

-Vegetarian menu and fresh cooked local meals.

-Car parking.

-Free wifi.

-Nice view to walk and have an exercise.

-Near shopping area where the wife can do some shopping.

-cozy bar to have a drink and watch a match.

-Near cinema where kids can spend some time.

-Friendly and welcoming hotel.

-delicious and delightful meals.

-Pet friendly.

-Quite and relaxing place.

-Homely vibe.

D. Competitor Analysis

After looking at google maps to check Inn At The Park, Ferryhill House Hotel and Allan Guest House show when searching family friendly or pet friendly hotel in Aberdeen which make them competitors to Inn At The Park , looking at both site and comparing them with Inn At The Park would help in looking for ways to maximize profit and make new recommendation to attract new customer base or even retain old customers.

The data mentioned in the table below is mix from the word sheet from RGU module and some information were showing on the website of the competitors.

Criteria

Competitor 1

Competitor 2

Business Name

Ferryhill House Hotel

Palm Court Hotel

URL

https://www.ferryhillhousehotel.co.uk/

https://palmcourthotel.co.uk/contact/

Reach

· Site visitors (sessions)

· Organic search traffic

· Social followers (Facebook and Instagram)

· Search engine visibility

N/A limited data access.

2400 Organic search

No access to Competitors GA Account

Facebook: Instagram

Followers 7195 1421

Likes 7117

Following 692

Shows on 4th page Incognito search for (family Friendly hotel Aberdeen) 18.05.2020

N/A limited data access.

3100 Organic search

Facebook: Instagram

Followers 5296 980

Likes 5172

Following 810

It doesn’t show on Incognito search for (family Friendly hotel Aberdeen) 18.05.2020

Act

1. Time on site (average session duration)

2. Pages per visit.

3. Content interaction (e.g.Video views).

4. Landing page.

5. Website effectvness.

N/A limited data access.

Convert

How easy it is to take action on the site?

• Subscription

• Download

• Contact Us

Engage

How do the competitors engage with their customers?

• Customer Reviews and Recommendations

• Online Scores and Ratings

• Email Sign Up

• Social Shares/ Likes/ Comments

E. Digital Communications Audit

Provide an audit of your client’s current digital communications capabilities, channels and performance, covering:

• Website Objective and Performance

• Google Analytics

• Search Engine Optimisation

• Social Media Marketing

• Website Objective and Performance

On the left are typical user actions a customer can take on a website. These are important – they can be the key conversion points for a business. In the RACE framework, they can be part of the ACT & CONVERT stage.

Conduct a manual search to review these typical user actions. If any of the below user actions are not available for your client, please enter ‘N/A’. You should make recommendations to the client based on your findings.

Typical User Action	Evaluation of current site:	Recommended Improvements?
View offer / promotion?	N/A	Inn At The Park could offer customers different kind of promotions such as discount on meals when you book a night in the hotel or set a loyalty / point programs. Knowing that this hotel is supporting local community they could implement some discount for community people. They could offer a promotion for wedding anniversary /book two nights get one free.
Register for E-newsletter?	N/A	Inn At The Park could make use of having E-newsletter. they could do that by encouraging people to sign up and get a discount on a meal or drink in the garden bar and that would encourage a lot of new potential customers. Through signing up to newsletter customers would get all new material about the promotions and latest updates of the hotel. They could use the newsletter to make monthly or weekly quiz and the winner gets a prize and that would make people get engaged and interested more.
Book / purchase?	Inn At The Park web visitors can check the days to check in and out on landing page (Home) but they are redirected to another website to book (Freetobook) the room. They can also do it through email and phone, as for booking a table its only for walk in.	They could change the buttons of check in and check out to something more attractive and creative like book your staycation or book with us which looks more appealing. Another suggestion is to have sticky bar down the page for booking instead of the check in and out button. Get more inbound links from trusted website to increase DA t attract more customers. The option to book a table should be available for group bookings. They should have an option save details of their preference and payment information so they save time when booking again as Johnston (2017) suggests that this method is best used alongside traditional booking method.
Where-to-buy/How to buy?	See Above.
Download Voucher/ Other?	There is option to print only.	They need add brochures and e-newsletter with download button or to be emailed to them or to update the printing to friendly print as now its not attractive. They could add a button to download different kind of menu.
Share to Social Buttons?	N/A	Could add the share buttons and put icons that links their social media accounts that will catch the attention of customer. Could have a like button that links to Instagram and facebook.
Other e.g. how clear is site navigation?	Its easy to navigate in the website to some extent.	They need to work on the full layout of the website and the colors of the texts as in some parts its unclear at all for example instead of have the text in grey color they can make it black to be more clear. The link to Funeral Tea Price List is not clear.

• Google Analytics Audit

Review the client’s Google Analytics profile and put forward an overview and analysis for each of the main analytics reports: Audience, Acquisition, Behaviour and Conversion. Remember to use the same date range for each report.

Under each heading, outline 3-5 key metrics/dimensions that should continue to be tracked in respect of the overall business objectives. Where possible, provide up-to-date Google Analytics data (e.g. 55.6% of users are female and 44.4% are male).

Remember to provide analytical comment to these sections. For example, if you notice that one part of the website is performing poorly, how could this be improved? If something is successful, how could this be sustained in the future?

Current Site Performance

Key important dimensions/metrics across the following Analytics reports:

Data from 18-24 May

Criteria

Client

Notes

Business Name

Inn At The Park

URL

https://www.innatthepark.co.uk/

Reach

· Site visitors (sessions)

· Organic search traffic

· Social followers (Facebook and Instagram)

· Search engine visibility

Act

· Time on site (average session duration)

· Pages per visit.

· Content interaction (e.g.Video views).

· Landing page.

· Website effectiveness.

Convert

How easy it is to take action on the site?

· Convert KPIs

· Leads / Acquisitions

· Subscription

· Download

· Goal Conversion

rates

· Contact us

Engage

How do the competitors engage with their customers?

• Customer Reviews and Recommendations

• Online Scores and Ratings

• Email Sign Up

• Social Shares/ Likes/ Comments

• Audience

• Acquisition

• Behaviour

• Conversion

• Search Engine Optimisation

The table below includes some key SEO criteria. In the RACE framework, they are part of the REACH stage – to ensure high visibility in the search engine results pages (SERPs). Evaluate the current SEO performance of the client, offering relevant improvements where necessary:

SEO Criteria	Evaluation of Current Site:	Recommended Improvements?
Landing Pages: Conduct a manual search and evaluate current page layout, site navigation, position and effectiveness of Call to Actions.
On-Page SEO: Title Tags (60 characters) Using Moz Bar, review the current page titles – are these effective? Could these be improved?
On-Page SEO: Meta Description (150 characters) Using Moz Bar, review the current website meta description. Is it effective? Could it be improved?
On-Page SEO: Image Alt Tags (text for an image) Move your curser/ mouse over an image on the website and review the use of alt tags. Is it effective? Could it be improved?
Inbound Links Review the Google Analytics referral traffic in the Acquisition Report. Are the inbound links effective? Could they be improved? Moz Link Explorer may also provide helpful data.
Domain Authority Use the Moz Bar to review the Domain Authority score. Is this high or low compared to competitors? How could this be improved or sustained?
Local SEO Conduct a manual search: has the client set up Google My Business? Is the client using localized search terms? Are these effective? Could they be improved?

• Content Marketing:

In the table below, create five relevant blog post/ content titles for the client and target audience. You do not have to create the piece of content, please just create the title but make sure to follow best SEO practices e.g. strong title and relevant keywords.

Content Title One:

Content Title Two:

Content Title Three:

Content Title Four:

Content Title Five:

Email Marketing:

In the table below, create five email subject lines for the client and target audience. You do not have to create the entire email, please just create to subject title but make sure to follow best email practices e.g. engaging, relevant and optimised for opens.

Subject Line One:

Win a meal for two.

Subject Line Two:

Special deal for you and your pet.

Subject Line Three:

Hurry, slots still available- don’t miss it.

Subject Line Four:

Claim your 15% off on your next staycation.

Subject Line Five:

We miss you, why don’t you our new offer!

• Social Media Marketing:

The table below includes some key criteria to assess social media channels. In the RACE framework, social media channels can be part of the ENGAGE stage (and REACH, to a lesser extent), and can also be important when it comes to retaining customers and building loyalty. Conduct a manual search and evaluate the current social media performance of the client, offering relevant improvements where necessary:

Social Media Criteria

Evaluation of Current Social Media:

Recommended Improvements?

Potential Audience (fans / followers)

Facebook Instagram

Followers 3344 346

Following 256

Checked in 1936

No Twitter/ Snapchat or Youtube channel

The like are extremely low mostly because they aren’t active on social media and the website doesn’t have the social media button to direct to the account.

· Post more updates and news.

· Create more content to engage people like quiz or questions.

· Add social media button to the website which will help in gaining new followers and more interactions.

· Creation of twitter account

Ibrahim, Wang and Bourne (2017) suggest that the key importance of twitter is that it provides real-time data for public to express opinions and ideas as a well-suited source for opinion mining and sentiment popularity detection. Therefore, in consideration of the target demographics high social media use and likelihood to make booking decisions based on the opinions of others, Twitter account creation for IATP is recommended. Tweets could have both a positive and negative affect on public perception of Inn At The Park and how the business engages with Twitter users and responds to customer’s tweets could influence public opinions (Stieglitz and Dang-Xuan 2013).

Engaging Content

Their social media doesn’t have any kind of content that help in engaging with customers or potential customers.

Their posts don’t have many likes in general.

· Create post that people interact with.

· Like and share competition or give away.

For ex. Like and share with five of your friends for a chance to win a night/dinner at our pet friendly hotel.

Reacting to favorite picture

· Post two pictures and let them choose the one they like using different emoji reactions.

Engagement (Sharing and Liking)

They tend to share on facebook 4-6 times a month only and that’s very low and it doesn’t have much likes/interactions from their followers.

· Use of emoji’s and hashtags is recommended to improve the overall appearance of the post and increase potential audience reach.

· Post a monthly promotion/offers that would excite readers and make them have an interaction with the post

· Tag us and get one beer free.

Referral Traffic to Website?

Use Google Analytics to review the referral traffic coming from social sites to the client’s website – is this figure good/ bad? How could this be improved or sustained?

According to google analytics it shows that out of 19 users yahoo had the most traffic.

Use of Video

Use of Images

Integration with Website

Other Comments:

• Online Partner Analysis:

Which external third-party sites (referrers) could be important when it comes to influencing the target customer’s purchase decision? Which sites could increase the client’s brand visibility or would be useful to be listed on? E.g. local news/media sites, social networks, local/ international review sites.

To help complete this section, you may wish to review the client’s referral traffic in the Acquisition Report in Google Analytics. Please remember to provide justification for your choices, referencing where necessary:

Third Party Sites

Justification

Mainstream Media:

Independent/ Niche Websites:

Social Networks:

•

Blogs and Individual Influencers:

•

Ratings and Review Sites:

Other:

Part Two: Objective Setting

In the table below, use the RACE planning framework to suggest a number of future objectives for the client. The purple text is to remind you what each stage of the RACE framework hopes to achieve. Please remove the purple text and replace with an objective for your client that matches each stage.

Remember to make your objectives SMART. You should also consider the key metrics and Key Performance Indicators [KPIs] you could use to measure the effectiveness of the strategy. For each metric, you should also set a realistic target that could be achieved over a three-month period.

Summarise your strategy in a table like the one shown here. Underneath the table, briefly explain how and why the chosen strategy will achieve the goals, and how the goals align with the overall business objective.

What?	Why?	Key Tracking Metrics and KPIs?	Target (3 Months)
Objectives	Rationale (informed by situation analysis or insight)	How would you know if your strategy was working? Enter metrics and KPIs that you believe to be most relevant to your objective.	For each metric/ KPI, set a target to achieve over a 3 month period.
Reach Objective: Build awareness of business and draw people to your website.
Act Objective: Acquire new customers.
Convert Objective: Encourage people to take action on website.
Engage and Retain Objective: Create loyalty and encourage customers to return.

Part Three: Digital Communication Priorities

What are the key recommendations for your client? Which activities do you think will yield the highest return on investment/ engagement? Which recommendations should take priority and need to be completed first? Consider which recommendations that may take a longer period of time to plan and implement (e.g. suggesting a new website design may be time-consuming task and needs to be given a realistic time frame).

Short Term

(1-3 months)

Medium Term

(3-12 months)

Long Term

(1-2 years)

Priority One:

Very Important

Priority Two:

Important

Priority Three:

Lower Importance

To end the audit report, you should briefly summarize your strategy and key recommendations for the client. What do you predict the outcome will be for your client if they follow this plan? Remember to include a conclusion to your work.

Reference List

Hotel History, The Doric Columns.

http://www.mcjazz.f2s.com/HotelHistory.htm. Last accessed

15th May 2020.

Whilst this is a very practical assignment, you should include industry/ academic readings and sources throughout the report, particularly when making recommendations or providing justification.

You should be providing references to help support any arguments you are making or points you are addressing/ recommending. For example, if you think your client should create a monthly newsletter, why is this? Can you find a source that suggests this is a good idea for a business?

Each week, you will find relevant reading on Moodle. Helpful links to relevant articles and websites can also be found in the Moodle Handbook.

Appendix

If required, you can place additional work in the appendix of the report. This is not included in the word count and should only include resources that are helpful to the report in some way e.g. target customer board, screenshots taken of client and competitors, website articles, etc.