SCOTLAND LOVES LOCAL - ABERDEENSHIRE
What is Scotland's Love Local - Aberdeenshire?
The aim is to promote Aberdeenshire to residents and visitors for shopping local, day trips and mini breaks.
The project will be targeted to local residents to encourage them to stay local when shopping, eating, or buying online and will upskill businesses to create, develop and maximise an online presence.
The first phase of this project was to undertake an audit across all towns and villages within Aberdeenshire and establish a baseline understanding of the extent of digital marketing that currently exists. The follow up stage, which is where we are now, is to deliver training and produce toolkits to enable local businesses to benefit more from the ‘Love Local’ initiatives.
The project, which is part of the National, “Scotland Loves Local” initiative, is managed by Aberdeenshire Council and delivered by Station House Media Unit [shmu].
What's Involved?
The project, over the next few months has 3 main parts:
- An audit, which took the form of an online survey followed by supplementary questions established the baseline of the current digital marketing activity.
- Training and development programme.
- Further tailored interventions based on the established needs. It is anticipated that this will feature toolkits; support materials; a ‘Done For You’ [DFY] programme for those who don’t have the inclination or time to implement approaches themselves; and the identification of a number of, locally based, digital ambassadors who can assist on an ongoing basis.
WHAT STAGE ARE WE AT AND WHAT COMES NEXT?
Stage 1 of the project involved a survey of local businesses and business associations and BID teams etc.
The responses to the survey have enabled an action plan to be developed and this will cover a number of elements.
- Training and seminars delivered in a webinar format
- Production of training support materials in the form of downloadable training videos
- A ‘Done For You’ [DFY] approach for businesses who see the need for a digital marketing plan but who don’t have the resources or desire to deliver such a plan
In addition, it is intended to liaise closely and discussion with Business Gateway and local marketing and digital
providers with a view to providing ongoing support. In order to ensure local support and ongoing sustainability it is intended to establish some local ‘digital ambassadors’.
Training and Seminar Programme
The detail of the training and seminar programme [webinars] is set out on separate pages of this website (accessed via the ‘Training Programme’ tab in the menu above). The outline of the programme is as follows:-
SERIES 1
“Digital Marketing For The Undecided”
This programme of shorter sessions is geared towards those who are unsure about the merits of a digital marketing programme for their business but would like to know more.
- The benefits of having a website for your business
- How to manage your business website
- Commissioning a business website
- Managing digital marketing on a limited budget
- Performance measurement of digital marketing programmes
Each session is of one hour duration and will be repeated on at least 3 occasions – morning, afternoon and evening
SERIES 2
“Social Media”
How to – When to – What to …
- Introduction to social media for business use
- The use of multi-platform social media approaches to improve business performance
- Using mixed media in your social media for maximum effect
Each session is two hour duration and will be repeated on at least 3 occasions – morning, afternoon and evening
SERIES 3
“Online Advertising”
- Introduction to and use of online advertising methods featuring Facebook, Google, Youtube and Linkedin
Each session is two hour duration and will be repeated on at least 3 occasions – morning, afternoon and evening
SERIES 4
“Page 1 Presence”
Getting Noticed and Getting Business!
- How to be found online. This introductory session will cover optimisation of your online presence and will focus on Google My Business and search engine ranking.
Each session is two hour duration and will be repeated on at least 3 occasions – morning, afternoon and evening
SERIES 5
“Video”
You don’t have to be a Hollywood Producer to succeed with video for business.
- This introductory session will cover the use of video in your digital marketing and explain simple video production for business owners.
Each session is two hour duration and will be repeated on at least 3 occasions – morning, afternoon and evening
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