In 2016 we will have 9 Cèilidh Trails performing across the country during the summer months, all but one within the HIE area. Groups within Argyll, The Cairngorms National Park, Lochaber, Nairnshire, Ross-shire, Skye and Lochalsh, Sutherland, Stirling & the Trossachs and the Western Isles will perform at over 200 events to audiences in excess of 10,000. We would seek to further increase this number but also exploit the numbers who attend these events and maximise audiences at future events such as Blas Festival 2016.
In recent years we have successfully attracted an international audience to our Blas Festival, in particular, and believe there is great potential to develop this much further by attracting visitors who visit Scotland specifically for the festival. We would also wish to target individuals who are visiting the country and particularly the Highlands and Argyll during September.
Recently we have redeveloped our website and we are active on a number of social media networks. The student placement will focus on a number of marketing methods but we intend to make as much use of digital marketing as possible as it is cost effective and will enable us to reach local, national and international audiences.
Specific tasks of the placement will include:
| Task/Activity to be achieved | Expected result of task/activity | Date task/activity will be achieved |
| Implement an events marketing strategy specifically for Cèilidh Trail and Blas events | An increase in event profiles, awareness and increased audiences at concerts of 5%. | Between 22/6/16 and 9/9/16 |
| Develop the online presence and digital marketing strategy to facilitate growth and engagement with target audiences |
The profile of events is increased with daily online engagement from Social Media users. This activity will lead to a 10% increase in visitors to the website and a 10% increase in social media followers. |
Ongoing |
| Review current International marketing and implement necessary changes |
Increased use of digital marketing to attract and engage with potential international audiences. Our international audience will be increased by 10%. | Friday 29 July |
| Timely event announcements reviews, youth work features, promotions, competitions and blogs |
Ensure that we are achieving maximum exposure related to significant news announcements and events. Maximising opportunity for increased ticket sales and event exposure. |
Ongoing during placement |
| Engaging with local communities where events are to be held |
Improved relationships with local communities. Increase in advertising at local levels. An increase of 10% in local audiences. This will be analysed through data collection in the form of an online survey following the festival. |
July / August 2016 |
| Promotion of events to be broadcast on Fèis TV | A successful promotional campaign of Fèis TV will lead to audience engagement with events which are to be live streamed during Blas 2016, with up to 100 watching our concerts online. | 2-10 September 2016 |
| Create a handover document | Create a handover document to ensure continuity. | By the end of the placement |
For informal enquiries regarding this position please contact Calum Alex Macmillan, Development Manager, tel: 01463 225559, e-mail: [email protected].
The successful candidate will be expected to work 35 hours per week under the guidance of the Development Manager.
If you wish to submit your application in Gaelic please visit the Fèisean nan Gàidheal website.
This position is part funded by Highlands and Islands Enterprise and the European Regional Development Fund.
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| Task/Activity to be achieved | Expected result of task/activity | Date task/activity will be achieved |
| Analysis of our current customer database | To identify those customers for whom we do not hold an e-mail address | Estimated 15th July |
| Identify customers for whom we do hold e-mail addresses | Identify those who receive invoices and /or statements | Estimated 22nd July |
| Telephone or mailshot those customers without e-mail addresses | To update customer accounts | Estimated August |
| Investigate accounts system to identify if two separate email addresses can be used | To ensure all customers can receive both invoices and statements by e-mails | Estimated September |
| Investigate accounts system ability to e-mail accounts warning information | To be able to e-mail customers information on breach of credit limits and terms. | Estimated September |
This position is part funded by Highlands and Islands Enterprise and the European Regional Development Fund.
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