Edinburgh Festivals is the not-for-profit umbrella organisation responsible for collectively marketing Edinburgh's 12 major festivals including the International Festival, Fringe, Hogmanay, etc. The organisation operates the website
www.edinburghfestivals.co.uk which provides information about each of the festivals, event listings and supporting information.
Occupancy Marketing has provided internet marketing consultancy for the Edinburgh Festivals website for since 2008, through 3 iterations of the website design.
Our Services
The site contains a vast quantity of content, and central to our approach has been to ensure that all content is easily indexed by search engines and is consistent in its use of keywords, identifying and targeting the popularly search for variations on "Edinburgh festival", "Edinburgh fringe", etc.
Whilst the site contains limited multilingual content and optimisation, we have primarily targeted an international audience through Facebook, using the network's advertising platform to raise awareness of the festivals to Facebook users around the world.
Our service has included:
- Technical Audit / Site Structure Design
- Keyword Research & Gap Analysis
- Content Optimisation & Recommendations
- Link Building Strategy
- Paid Search Management
- Social Media Marketing, including Facebook Advertising
- Online PR Distribution
- Web Analytics Setup, Maintenance & Reporting
Results
Over the 3 years since launch, the Edinburgh Festivals website has seen considerable growth, with organic search traffic accounting for 75% of all visits to the website. The summer festival period in 2010 has seen a 55% increase in visits compared to 2009, and in conjunction with this the site has also seen a 65% increase in ticket sales being referred to partner sites.
Occupancy Marketing set targets for the Edinburgh Festivals website to achieve 370,000 visits & £250,000 of ticket sales generated between May & October 2010; both of these targets have already been exceeded.
In terms of ticket sales in particular, we have achieved results 50% above target so far.