The York, North Yorkshire and East Riding Local Enterprise Partnership (YNYER LEP) together with VisitEngland were looking to widen the understanding of innovation and explore how it can be used to stimulate growth within the visitor economy.
For the first time, VisitEngland was to attempt to engage professionals from within and outside the visitor economy using solely digital channels, including LinkedIn, Twitter, YouTube, VisitEngland blog, corporate website and e-communications.
In June 2013 Purple Sunflower was tasked with operational delivery of the Innovation Engagement Plan. This broadly involved:
- Managing the social media conversation through four phases of engagement
- Capturing comments from the discussions to feed into a final thought piece
- Reporting on the impact and success of the engagement activity
In response to this brief Purple Sunflower:
- Created a communications plan for each of the four phases of engagement, incorporating a multi-channelled approach across digital media
- Devised and published content on the innovation project on the VisitEngland corporate website
- Co-ordinated the social media conversation over a 20 week period. This included posting questions, links to articles and responses to participants in the ’Visitor Economy Innovation’ LinkedIn Group; and seeding innovation questions in external LinkedIn groups from within and outside the visitor economy to extend the debate. Over 500 responses were received
- Grew the ‘Innovation in the Visitor Economy’ LinkedIn group from 0 to 168 members
- Attracted 533 new followers on the VisitEngland Corporate Twitter handle and generated 617 click throughs via innovation tweets
- Managed the VisitEngland innovation blog – recruiting authors; writing briefs for content; proof-reading submissions; loading posts; and moderating comments
- Produced copy on the innovation project for inclusion in VisitEngland’s corporate e-newsletter, partner communications and VisitEngland’s staff intranet
- Monitored relevant external blogs, drafting and posting comments to help promote the innovation discussion and gather views from a wider audience
- Captured comments from the discussions to feed into the final project paper
- Produced a written report on the impact and success of the engagement activity and made recommendations for future digital activity
VisitEngland, in partnership with Nurture Lakeland, had produced a Visitor Giving toolkit for Destination Organisations. Divided into nine help sheets, these guides required a final review and hosting on the VisitEngland corporate website.
In response Purple Sunflower:
- Proofread the Visitor Giving help sheets and annotated amends for attention
- Created a new Visitor Giving landing page on the VisitEngland corporate we
bsite with introductory copy
- Updated content on the corporate website including the uploading of the Visitor Giving help sheets and linked these to the final downloadable PDF documents
B2B best practice case studies and guidance documents
Purple Sunflower provided copywriting and proofreading services to VisitEngland for a range of best practice case studies and guidance documents it was producing for destinations, local authorities, attractions and tourism organisations.
Working with copy supplied by third party contributors, Purple Sunflower proofed and edited where necessary to ensure content was suitable for a B2B audience and followed VisitEngland’s corporate style and tone of voice.
Purple Sunflower liaised directly with the chosen design agency providing feedback on copy, design and layout to ensure the final publications were accurate and complied with VisitEngland brand guidelines.
“I have had the pleasure of working with Emma on a number of projects now that have all been delivered to a very high standard. She is a dedicated, competent and highly skilled professional that delivers on time and within budget. Emma has been able to get up to speed on projects very quickly, using her own initiative to go beyond the initial scope and help to achieve results that were above expectations. In particular her social media and communication skills have helped us achieve very positive results. I would have no hesitation in recommending the services she provides.”
Jason Freezer, Head of Destination Management, VisitEngland