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Background
• ! Lancashire Green Tourism project www.lancashiregreentourism.com
• ! Tourism businesses working towards Green Tourism Business Scheme accreditation
• ! Accreditation awarded to businesses operating in a sustainable way including monitoring/reducing energy consumption, waste, water but also promotion of sustainable activities to visitors - walking, cycling, bird watching and foremost: marketing of green messages
Background
• ! Through the project businesses develop their
websites and marketing of their green credentials
• ! Wildlife –wonderful area for wildlife and visitor
opportunities – common theme for businesses
• ! So emerged the Bowland Wildlife Blog…
–! An aggregate blog bringing together postings from
individual business blogs into one website:
www.bowlandwildlife.org.uk
Set-up
• ! Each business sets up their blog, integrated or linked from their individual website
• ! Free tools - such as Google or Word Press –!www.blogger.com
–! http://wordpress.org
• ! Launched in March 2009
• ! 14 businesses currently contributing
Example 1
Example 1
Example 2
Example 2
Bowland Wildlife Blog
Bowland Wildlife Blog
Bowland Wildlife Blog
Bowland Wildlife Blog
User statistics
• ! Unique visits:
–!March 2009 493
–!April 2009 843
–!May 2009 1,441
–! June 2009 1,521
–! July 2009 1,334
–!August 2009 1,288
–! September 2009 1,468
Benefits to businesses
• ! More opportunities for listings in search engines • ! Opening up to new and niche markets – e.g. hare watching
holidays • ! Marketing potential for new types of visitors and younger age
group • ! Talking point with visitors
• ! Joint promotion between businesses = greater impact • ! A group can more effectively promote a visitor destination or
activity • ! Generates positive competitiveness – the last person to post is
listed at the top! • ! Provides a useful resource to wildlife enthusiasts – a
description of wildlife sightings across a large geographical area. But – also offering uniqueness at different businesses
Business Feedback
• ! Business quote:
‘Last week I had somebody from the RSPB staying
with me who was doing a fish and aquatic plant
survey. He said he was really impressed with my
Blog so perhaps I have more followers than I
think.’
Grisdale Farm B&B, Leighton Moss
Key to success
• ! Regular postings and updates
• ! Keeping posts concise and interesting
• ! Including images
• ! Adding a link to your website in each posting
• ! Quirky/niche topics generate most interest
• ! Useful to have key driver(s) – enthusiastic individuals encouraging others to contribute and providing ideas
and guidance on good practice
Next steps
• ! Encourage further businesses to engage
• ! Develop www.lancashirewildlife.org.uk
Watch this space………
Contact: [email protected]
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