City of Choice is a tourism company in Queensburgh, Durban. They focus on the wellness travel niche and approached me to consult on the development of their website and the internet marketing campaign.
They do a fair amount of business to business marketing and wanted to allow for both B2B marketing and end user marketing through their website.
I took the company through a process called ‘Virtuoso‘, an internet marketing philosophy that I developed with a colleague Caroline Hastings-Brown.
The process looked a bit like this:
• Full online industry assessment
• Development of an Internet Marketing Strategy
• Analysis of on page SEO and formulation of new metadata
• Development of a back-linking campaign which would be implemented by City of Choice by internal data-capturers
• Social networking introduction
• Analysis of strong and high potential keywords to target through search engines
• Complete tabled report that analysed the placement of the Website in search engines currently
• Review of copy, content structure and usability of the website
The outcome of the process identified the need to host three website. Two satellite websites written in French and German (the two main target markets for City of Choice) and the main website is written in english. The English website has both an end user focus and a business to business focused while the German and French website are smaller versions that are aimed at the end users looking to travel to South Africa.
A splash page was designed to guide the users to the right language and add to the overall grandeur of the company internet portfolio.
To see to the complete portfolio visit www.cityofchoicetours.co.za and the facebook group
