Marketing Services

I am a Fellow Chartered Marketer for the Chartered Institute of Marketing. I have worked in tourism marketing for over 30 years at the National, Regional, and Agency levels. I travel across Scotland for work and love holidays in Scotland, from the North to the South and the Scottish Islands.

What does Fiona Drane Tourism Marketing Do?

Business Plans

This includes a business plan, a feasibility study and a marketing plan.  I have written Business Plans for individual businesses and community projects to allow them to apply for additional funding.  Feasibility Studies I often work with an architect when a business wants to expand its product and wants to know if there is a business case.  And or they need planning permission.  Or they want to start a new business, such as a Glamping business on their land or a tourism business plan for self-catering.

The Feasibility Study will outline the business case for the Planners, key recommendations, target customers and action plans for the client.  A Marketing Plan goes more comprehensively into how to market your business, who to target and what they look like, marketing communications, how to measure, and a marketing audit of your current marketing if required.

Result

A successful plan allows you a map to follow whatever your business is and what its purpose is, from running your business to applying for planning and marketing your business.  My extensive tourism marketing experience and enthusiasm for what I do can make your vision a reality.

Digital Marketing

The Chartered Institute of Marketing defines Marketing as “Identifying, anticipating and satisfying customer requirements efficiently.”

So, how does Digital Marketing differ?  It doesn’t.  It achieves marketing success using online digital marketing tools to enhance other marketing activities, such as advertisements, leaflets, and press and PR.

Through close collaboration, Fiona Drane Tourism Marketing can conduct digital marketing for you.  This includes:

Content—Create content for all your digital marketing communications, ensuring that they are on brand, include keywords, and will appeal to your target customer.

Digital Marketing Audit—Conduct an audit of all your digital activity, including your website, looking at domain authority, optimisation,  keywords, social media effectiveness, and newsletter activity. Produce a report with the strengths and weaknesses of your current activity and a plan for the future.

Blog and Website – Search engines reward websites updated regularly with new copy and images.  You can also do that on your site regularly.  Blogs are an excellent way of doing this and are attractive to your target customer.  Research shows that customers trust businesses who write blog articles more than those who don’t and are likelier to buy from you.

E-newsletters – are a powerful way to develop relationships with your customers and potential customers.  Writing copy, creating newsletters with suitable images and links, handling your database, and ensuring you comply with GDPR.

Social Media – Being on a social media channel that best suits your target is essential today for search engine optimisation, as that is where your customer is.  Fiona Drane Marketing will carry out your social media campaigns, including daily postings on social media sites such as Facebook, Instagram, LinkedIn and Twitter (X).  You paid and targeted advertising to your target customers.

Measurement – You can’t know what is working well and what isn’t or could be improved unless you measure.  Monthly reports outlining the results of whatever digital marketing tools you use to show monthly activity and results and suggestions for the month ahead.

Result – Running a tourism business is hard work, but handing over your digital marketing lets you concentrate on other business aspects.  Knowing that you are talking to your customers daily, optimising traffic to your website and actual business.  With the knowledge that it is being measured and improved continuously.

Where, when and how

I am happy to meet you at your business and discuss your requirements.  I work to agreed deadlines that suit you and your business.  I also have a wealth of people with whom I work, from architects, accountants, lawyers, fellow tourism consultants, and planners, to name a few.  Fiona Drane Tourism Marketing is happy to manage projects, bring in the right experts for projects, or be part of a team run by another consultant.

Why appoint Fiona Drane Tourism Marketing?

Marketing – I am a Fellow of the Chartered Institute of Marketing.  I am also committed to lifelong learning.  Marketing and digital marketing are changing all the time, and I take time to update with courses and short-courses and books to ensure I am up to date and can pass this knowledge on to clients.

Tourism – I have been working for Scottish Tourism since 1991 with knowledge of the industry, geography and much more.  Again, it ensured that I am up to date with the latest trends in courses such as the Destination Leadership Course from Napier and a Sustainable short-term course from Glasgow University.  On a personal level, I spend most of my holidays in Scotland and knows the country well, from the North to the South and the Scottish Islands.

Rural – I live in the Scottish Borders and I am passionate about ensuring that rural areas thrive for those who live and work there while being aware of the issues facing communities and businesses.  The 2023/24 Scottish Enterprise Rural Leadership Course gave me a greater understanding of the wider needs of businesses across rural areas as well as widening her network across Scotland.

I love what I do

I am passionate about Scottish tourism and love working with businesses and communities to ensure we are creating a great place to visit today and in the future. Equally important, I want to ensure that rural areas and the people who live and work there thrive.